COVID-19 Induced Crisis in Heritage Marketing in Agra – A Roadmap for Reforms in Policy

Authors

  • Suneet Silas Associate Professor, Department of History, St. John's College, Agra, INDIA.

Keywords:

COVID-19 pandemic, heritage sites, bailout package, footfall, tourism

Abstract

The city of Agra is globally renowned for its ancient culture and heritage. The tourism industry, comprising of the sectors of heritage marketing, handicrafts and the hospitality sector, are major generators of revenue and employment at Agra. Recently, the COVID-19 pandemic, an unprecedented healthcare concern, has wreaked havoc worldwide. This paper attempts to address the crippling effect of the pandemic on the heritage industry in Agra. The study discusses the pre-pandemic scenario, which has been compared with the drastic downfall witnessed by the industry, brought about by the pandemic. The paper further presents the demands of the relevant stakeholders, and the government response to the same. Furthermore, certain suggestions have also been provided, which may prove to be fruitful for addressing and alleviating the state of crisis in the industry.

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References

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Published

2021-07-05

How to Cite

Silas, D. S. . (2021). COVID-19 Induced Crisis in Heritage Marketing in Agra – A Roadmap for Reforms in Policy. International Journal for Research in Applied Sciences and Biotechnology, 8(4), 137–143. Retrieved from https://ijrasb.com/index.php/ijrasb/article/view/60

Issue

Vol. 8 No. 4 (2021): July Issue

Section

Articles

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