ABSTRACT
This study focuses on developing promotional strategy of ecotourism in the popular hill-based natural destination of Sikkim that will result in more tourist inflow in the state and improve socioeconomic life of the local communities. This chapter begins with the meaning and importance of ecotourism and its impact on the tourism business, local societies, and environment of the tourism zone of Sikkim. To conduct this study, qualitative interviews were conducted with tourists, tourism service providers, and local communities. Findings of this study reveal that promotion through electronic media as well as e-promotion like Incredible India campaign, regulation of protected areas, legislation, and government programs play an important part in the development of sustainable ecotourism in the study area. Nature education, development of business concepts, and nature protection are the important points of findings. Role of the government and local communities are also highlighted here. These findings are used to suggest implications for policy-makers and practitioners.
