Community Based Events and Tourism Promotion: A Study with Special Reference to Jonbeel Mela in Assam

Sumadhur Roy .


Tourism today represents one of the fast growing industries owing to its capacity of large scale economic and social progress. Tourism industry not only attracts tourists from across the globe, but also provides opportunities for employment and the development of other allied industries. Events and event management provide for one novel tool for tourism promotion, especially for destinations where tourism is a seasonal affair. This paper attempts to establish this importance of events and event management for tourism. It further seeks to study the same with special reference to one of the major community based events in Assam, the Jonbeel Mela. Community based events and festivals carry the essence of a community’s culture and heritage thereby pulling in the interests of tourists towards a new experience. Jonbeel Mela is a more than 500 year old event and known for preserving and showcasing the age old barter system. In addition to identifying the different stakeholders to this event, an attempt is made to understand the major task areas of managing the community event, Jonbeel Mela.

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