JAMMU, SEP 8: Three days National Conference on Destination Branding and Competitive Positioning organised by School of Business Studies, Central University of Jammu (CUJ) concluded here today.
The Chief Guest of the event Ambassador G. Parthasarathy, Chancellor, Central University of Jammu delivered his address in which he stressed upon spiritual dimensions and highlighted the immense scope of faith tourism particularly pertaining to the Buddhist Circuit in the country.
He emphasised upon the need to tap the South East Asian market, and called for immediate attention to deficiencies from cultural perspective and need to inculcate cultural sensitivity while conducting tourism activities. Further, he advocated the active role that states need to assume in the national efforts of tourism development.
Appreciating the crucial role of academia, he encouraged the scholars to work in consonance with government to deliver excellence in tourism development at all levels. He pointed out that India is not a country with uniformity in cultures and needs to leverage its diversity and project itself as an epicentre of religious, cultural and ethnic diversity.
In his presidential remarks, Prof. Ashok Aima, Vice Chancellor, Central University of Jammu, reiterated the importance of maintaining balance between economic benefits and socio-environmental impact of tourism. Concurring with the ideas of Ambassador G. Parthasarathy, Prof. Aima shared his vision regarding the role Universities can play as active catalyst in policy formation at state and central level.
He suggested we should be exploiting our intellectual pool in order to achieve excellence in tourism and the outcomes of research need to find place in plans that are implemented at ground level for tourism development.
He urged the players in tourism sector to encourage various stakeholders to work in unison wherein government can act as a facilitator. He also motivated the students to get rid of lackadaisical attitude towards issues socio-economic issues confronting the state and the nation and become active participants in societal development and preservation and conservation of our common pool of natural resources rather being over dependent on the government.