ABSTRACT
Tourism has emerged as a new form of service industry for alternative socioeconomic development of a nation. The effective management and promotion of this smokeless industry can help in significant increase in gross domestic product of any country. Tourism industry has widely adopted Web geographic information system (Web GIS) in order to improve service quality, effective information sharing, marketing strategies, and overall management. Geospatial Map Mashup is a genre of interactive and collaborative Web applications under Web 2.0. It impeccably integrates heterogeneous datasets retrieved from varied Web-based resources to craft innovative Web GIS applications. This chapter focuses on the fact that, Geospatial Mashups have a huge potential to establish an efficient technology for marketing, especially tourism marketing between the lines. The present study also highlights on the architecture and working principles of Mashup technology in context to tourism promotion and marketing. The final section of the study emphasizes on some limitations inherent to current Geospatial Mashups which need to be worked out before its wider adoption.
