“THE IMPACT OF PLACE BRANDING ON SATISFACTION IN

SPIRITUAL TOURISM AND HOSPITALITY”

SUBMITTED BY

PRADEEP RAJU A

820915631037

of

Gnanam School of Business,

Thanjavur-

A PROJECT REPORT

Submitted to the

FACULTY OF MANAGEMENT SCIENCES

In partial fulfillment of the requirements

for the award of degree
of
MASTER OF BUSINESS ADMINISTRATION

ANNA UNIVERSITY, CHENNAI

June 2017
 BONAFIDE CERTIFICATE

Certified that this project report titled “The Impact of Place Branding on Satisfaction In

Spiritual Tourism and Hospitality” is the Bonafide work of Mr./Ms…Pradeep raju ,who carried

out the research under my supervision. Certified further, that to the best of my knowledge the work

reported herein does not form a part of any other project report or dissertation on the basis of which a

degree or award was conferred on an earlier occasion to this or any other candidate.

Signature of the Supervisor Signature of the Director

Submitted for the End Semester Examination (Viva-Voce) held on ---------------

Signature of the Internal Examiner Signature of the External Examiner

Place:

Date:
 DECLARATION

I, Pradeep Raju A hereby declare that the Project entitled “THE IMPACT OF PLACE

BRANDING ON SATISFACTION IN SPIRITUAL TOURISM AND HOSPITALITY”

submitted to Gnanam School of Business, Thanjavur in partial fulfillment of the requirements

for the award of the Degree of Master of Business Administration of Anna University,

Chennai is a record of original and independent research work done by me during the year

2016-2017 under the supervision and guidance of Dr.R.Thiru Murugan, Gnanam School of

Business, Thanjavur and it has not formed the basis for the award of any Degree / Diploma /

Associateship / Fellowship or other similar title to any candidate of any University.

Signature of the Candidate.

 ACKNOWLEDGEMENT

Only due to the blessings of “GOD” and “OUR PARENTS”, I have been successful to
handle this study. It is a pleasure to recognize the many individuals who helped me in all
phases of this study. Without their help, I would not have finished this study, or even started
it. Achievement of a goal is not a one person’s job. It is obtained by guidance & co-operation
of others.

My sincere thanks to Shri. S.P SELVARAJ, Chairman of Gnanam School of Business

and Dr. S.P.S ARULDOSS, Chief Executive officer of Gnanam School of Business,
Thanjavur for their moral support and constant encouragement without which it was not
possible for me to complete the project work successfully.

It’s my source of pride to show my gratitude to my guide Dr.R.Thiru Murugan,

Assistant professor, Gnanam School of Business for his continuous effort and guidance for
me to successfully complete this study.

I take this opportunity to express my sincere gratitude to all the faculty members of
Department of Management, Gnanam School of Business, Sengipatti at Thanjavur whose
advice and supervision had helped in the completion of the study report.

It is my privilege to express my thanks to my friends who supported me in the

completion of this study.

Place:

Date:
 TABLE OF CONTENTS

SI NO CONTENTS PAGE NO

1. CHAPTER1
1.1 Introduction
1.2 Industry Profile
1.2.1 Overview of he global trends
in tourism and Hospitality
1.2.2 Emerging trends
1.3 Objectives of the study
1.4 Scope of the study
1.5 Statement of Problem
2. CHAPTER 2
2.1 Introduction
2.2 Literature Matrix
2.3 Literature Review
3. CHAPTER 3
3.1 Introduction
3.2 Research Design
3.3 Quantitative Approach
3.4 Population and Sampling Plan
3.5 Sample Design
3.5.1 Sampling Frame
3.6 Sampling Technique
3.6.1 Conventional Sampling
3.7 Data collection
3.7.1 Data Collection Period
3.7.2 Pilot Study
3.7.3 Data Source
3.8 Research Instrument
3.9 Frame Work of Questionnaire
3.10 Scale Measurement of Variable
 3.11 Source of Questionnaire
4. CHAPTER 4
4.0 Diagrammatic Representation
4.1 Data collection
4.2 Data Analysis
4.3.1 Gender
4.3.2 Age
4.3.3 Education
4.3.4 Occupation
4.3.5 Income
4.3.6 Martial Status
4.3.7 No of Visit
4.3.8 Factors Influence
4.3.9 Information
4.3.10 Rank correlation
4.3.11 Correlation
4.3.12 ANOVA
4.3.13 Multiple Regression Analysis
5. CHAPTER 5
5.0 Result
5.1 Findings
5.3 Hypothesis Testing’s
5.4 Suggestion
5.5 Conclusion
Bibliography
Appendix
TABLE NO: LIST OF TABLE TITLE PAGE NO

1 Gender

2 Age

3 Education

4 Occupation

5 Income

6 Marital Status

7 Visit

8 Factors

9 Information

10 Rank correlation and weighted

Average

11 Correlation

12 ANOVA

13 Multiple Regressions

14 Hypothesis Statement
 LIST OF FIGURES

FIGURE NO TITLE PAGE NO

1 Contribution of Tourism and Hospitality to GDP

2 Segmentation of tourists

3 Emerging trends in tourism and hospitality

4 Gender

5 Age

6 Education

7 Occupation

8 Income

9 Marital Status

10 Visit

11 Factors

12 Information