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1.Background study:
‘Tourism is the sum totality of the relationship and phenomenon arising from travel and
stay of strangers, provided the stay does not imply the establishment of a permanent
residence and is not connected with a remunerated activity.’(Hunziker and Krapf)
“A traveler is active; he wanders and moves out strenuously in search of people, of
adventure, of experience” Batra K.L; problems and prospectus of Tourism; print well
publishers, Jaipur (1990) P.8.
Our veteran national leader and the first prime minister of India, Jawaharlal Nehru had
said ‘welcome a tourist and send back a friend’. Amitkumar and PrashantTandon,
‘welcome a Tourist and send back a friend’, The Economic Times (28-9-1999) p.12.
“The world is becoming a global village in which people of different continents are made
to feel like neighbours. Modern transportation has removed the obstracles enabling
people to appreciate each other, engage in the exchange Of ideas and commerce.
Tourism can help overcome real prejudices and faster bonds. Tourism can be a real force
of world peace.’Sharma K.K; New Dimensions in Tourism and Hotel Management; Scrup
& Sons;New Delhi (1998) vol.III.P.4
Tourism is an activity that probably attracts little conscious thought beyond recollecting
the enjoyment of the last holiday, and deciding where to go for the next time. This
seemingly simple process is yet impacted by the behaviour and tourism development
efforts of national governments, tourism businesses and society at large. Tourism
industry, while being one of the largest, in the world, is also one of the fastest growing
industries. This trend is also expected to continue in the future as increasing number of
countries' seek tourism development for earning more foreign exchange, creating more
employment and accelerating the growth in their economies.
India's vast geographical diversity provides a wealth of outdoors adventure. all tastes
are catered for from the gentlest to the fast placed and there is something for every
level or competence the beginner and the expert. Not only does India have an immense
variety of outdoor thrills, but price here are extremely low by international
standards.The immense potential of the tourism sector to act as a catharsis of economic
and social development has been acknowledged in national and international forums.
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A critical appraisal of Tourism Promotion in Kerala –
A case study on God’s own country campaign
Almost all the states in India have placed tourism on a priority platform, making efforts
to exploit the tourism resources and potential offered by the state.
‘A foreign tourist is a person visiting on a foreign passport and staying at least 24 hours
in India.’Bhatia A.K; International Tourism; Sterling Publishers Pvt.Ltd.NewDelhi (1991)
P.51.
The growth of tourism across the world has been spectacular – in the last 10
years, tourism industry recorded a growth of over 10%, accounting for 10% of the
world’s economic activity and is one of the main employment creating sectors. UNWTO is
predicting over 1500 million international arrivals by 2020, over double the present
level. UNEP and UNWTO have encouraged policy makers to adopt strategies, policies and
tools of sustainable development. In summary, these are about strengthening the
benefits through tourism while minimizing the costs. There is also the realization that
tourism can play a role in addressing poverty, by bringing sources of income closer to
some of the poorest communities. Governments have to play a leading role in the
process of sustainability – as the authority of regulation, the body responsible for public
assets and resources affected by tourism, and as policy makers. (Documentation of best
practices Adopted by the state governments for the development of tourism, November
2005)
“Tourism is being considered as an agent of social chance bridging gaps among nations,
regions and people and helping them to open up.It is a promoter of development-
material and spiritual both at macro and micro level” Vijay Kumar A; ‘New strategy of
India Tourism Industry Southern Economist Vol;37.No.10 (1-10-1998)
Kerala has recorded remarkable levels of growth in tourism arrivals in recent years.
Kerala recorded 6.5 million domestic tourists and 4.28 foreign tourists arrival in the year
2006, the average annual growth in domestic tourists is more than 18 % over the past
decade. The annual growth rate for foreign tourist arrivals is over 20%, and over 5%
for domestic tourists. Government has recognized the potential of tourism to provide
employment, to raise resources and to become a prominent economic sector in the
state’s economy. Improvement in infrastructure, better air connectivity and innovative
marketing has resulted in the boom in the tourism sector.
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A critical appraisal of Tourism Promotion in Kerala –
A case study on God’s own country campaign
According to World Travel and Tourism Council (WTTC) report, Travel and Tourism in
Kerala is expected to grow at the rate of 11.4% per annum in real terms between 2004
and 2013. (Documentation of best practices Adopted by the state governments for the
development of tourism,November 2005)
A light industry and there is no other industry which would yield foreign exchange in
such a short time with so little capita investiment (excluding investiment on infracture).
If the community can attract a couple of dozen tourist a day through out the year it
would economically be comparable to acquire new manufacturing industry with can
annual pay roll of US $ 1.00.000 Lickerish L.J and Karshaw: The travel trade
London.P.12
Moderate climate, rich art, colorful festivals, diverse natural and cultural attractions with
a physical quality of life comparable to developed nations are all causing tourism
industry to flourish in Kerala. Nowhere in India can a tourist experience such a
geographical diversity within the smallest area possible. Beaches, backwaters, wildlife
sanctuaries, evergreen forests and diverse flora and fauna make Kerala quite distinct
from the other states of India. It is this distinct quality of destination which the state
highlighted as part of promoting the destination vigorously in various international and
domestic markets with the 'gods own country' theme Priority areas identified were
infrastructure development, human resource development for tourism, marketing and
product development (GOK, 1995).
The vision statement of 2002 tourism policy reflected:
"To make Kerala, the God's Own Country, an up market high quality tourist destination
through rational utilisation of resources with focus on integrated development of
infrastructure sector conserving and preserving the heritage and environment and
enhancing productivity, income, creating employment opportunities, alleviating poverty
thereby making tourism the most important sector for the socio-economic development
and environment protection of the State."
The new policy aims to make tourism Kerala's core competency sector and gives special
emphasis on enhancing the productivity and employment potential of the sector. Apart
from reiterating the role of the Government as a catalyst and facilitator for the growth of
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A critical appraisal of Tourism Promotion in Kerala –
A case study on God’s own country campaign
tourism industry, it has also identified specific objectives for the State and department
for developing tourism.
Kerala is one of the earliest Indian states to announce industry status for tourism in
1986 and announce various incentives and subsidies to attract investment. The state
government views tourism as one of the few alternatives available to develop the
economy, especially in the context of limited prospects of the manufacturing sector,
problems in the agricultural and traditional sectors, and the uncertainties facing the
expatriate employment in the Persian Gulf. Tourism has emerged as a lead sector of the
Kerala economy, with its impact increasing in terms of economic growth and
employment generated Kerala’s share of international tourists coming to India has
increased from 5.54% in 1994 to 10.26 % in 2004, making it a leading state for tourism
in the country.
Review Literature
“Marketing in tourism is to be understood as the systematic and coordinated execution
of business policy by tourist undertakings whether private or state owned at local,
regional, national, or international level to achieve the optimal satisfaction of the needs
of identifiable consumer groups and in doing so to achieve an appropriate return”.
(Hunziker and Krapf, 1942)
“Marketing to design a product/service combination that provides real value to targeted
customers, motivates purchase, and fulfils genuine customer needs.” -James Makens et
al., Marketing for Hospitality and Tourism, 1999
‘Marketing is a social and managerial process by which individuals and group obtain
what they need and want through creating, offering and exchanging product of value
with others. The importance of marketing is becoming widely recognized with in the
tourism industry’ (Philip Kotler)
Another outstanding book titled ‘Tourism Dimension’ is brought out by Tewari S.P
(1994). The book present a comprehensive survey of modern tourism it seeks to
establish that the scope of further growth and expansion of tourism, both domestic and
international is immense with necessitates its integrated planning development and
planning, development and management. Instead of treating tourism solely as an
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A critical appraisal of Tourism Promotion in Kerala –
A case study on God’s own country campaign
‘industry’ the book seeks to lay emphasis on recognizing it as a human activity in the
light of the Manila Declaration world Tourism.
One definition useful for understanding the marketing process in tourism is given by
Mills and Morrison (1992): ' tourism is the term given to the activity that occurs when
tourists travel. This encompasses every thing from the planning of the trip, the travel to
the place, the stay itself, the return,and the reminiscences about it afterwards. It also
includes the activities the traveler undertakes as part of trip, the purchases made and
the interactions that occur between host and guest'. In sum, it is all of the activities and
the impacts that occur when a visitor travels . This definition recognises the importance
of pre and post trip activities as well as what takes place at the destination, and has the
implication for understanding the total consumption process tourists go through, rather
than simply concentrating on the travel journey and destination.
At the destination level, the marketing effort is further complicated bycertain aspects
which represent the challenges faced by the destination marketers. This refers to the
various marketing dimensions within which the
total tourism industry operates.
Marketing the tourism product at the destination involves differentiating and positioning
a destination with strong destination image, developing and marketing a tourism brand
and looking for new or niche markets. To achieve this, companies involved in the
tourism sector need to come together to integrate their market focus and offerings. For
this, a strongly integrated tourism service needs to evolve and strengthen overtime
before an appropriate brand can be developed based on the overall market positioning of
the tourism service product.A fully extended product experience for a tourist will include
a long and often sequential path. First, a potential tourist will choose a location from a
wide variety of locations in a specific region. Each location will offer a
wide range of services and different prices ranges. Promotion and communication
activity will be most successful if there is a joint investment in marketing by all parties
involved delivering tourism product.
According to Gilmore (2003), service marketing dimensions for the tourism sector reflect
the range and the multidimensional nature of tourism service products, managing the
tourism product, importance of effective and consistent service delivery and the
communication message and region's image. These dimensions are illustrated in the
folllowingTable :
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A critical appraisal of Tourism Promotion in Kerala –
A case study on God’s own country campaign
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A critical appraisal of Tourism Promotion in Kerala –
A case study on God’s own country campaign
expectations can be matched more closely with performance that in turn, will increase
their satisfaction with the destination.Destination can use benchmarking surveys based
on tourist satisfaction for gaining competitive advantage (Kozak, 2002). Tourist
satisfaction is regarded as a customer-driven measure of destination performance, with
the customer remaining the main source of information for identifying those standards
that must be established to close potential performance gaps. The latter can in the main
be identified through quantitative benchmarking endeavors at the level of the
destination.
Aggressive advertising campaign like "Incredible India" by the government has also had
contribution in changing India's image from that of a land of snake charmers, and
sparking new interest among overseas travellers (Shailaja, 2004).
One of the important concepts used in understanding tourists' behavior in the tourism
marketing is the destination image tourists have towards destination. Understanding the
image development process and the nature of image offers tourism and destination
marketers to position their destination effectively in target market segments. Tourist
perceptions are important to successful destination marketing because they influence
the choice of a destination, and majority of tourists have experiences with other
destinations, and their perceptions are influenced by comparisons among facilities,
attractions, and service standards (Ahmed, 1991).
Developing a competitive position among tourism destinations is usually accomplished
by creating and transmitting a favorable image to potential tourists in target markets
(Gartner 1989)
Destination image is tied to the positioning of the destination. Positioning is the process
of establishing a distinctive place for a destination in the minds of the travelers in the
targeted markets (Crompton, Fakeye, and Lue 1992). The development of a positioning
strategy includes (1) identifying a target market segment's images of a destination, (2)
comparing these images with those of competitors, and (3) selecting destination
Attributes that meet the needs and wants of travellers and differentiate a destination
from its competitors (Ahmed 1991). This means, nature of the image indicates the
differentiation potential of the destination. This is very important from the destination
positioning point of view, because if a destination is not differentiated from similar
destinations, then the likelihood of being considered and chosen in the travel decision
process is reduced (Mayo and Jarvis 1981).
Market segmentation has become in recent years an element of considerable importance
in the marketing strategy of firms in the travel and tourism sector. This is basically due
to the intensified competition in this type of activity and the existence of an increasingly
exacting and segmented demand, seeking a provision of services adapted to its specific
requirements.
Concept of market segmentation is rooted in the idea that, in order to satisfy the needs
of their customers more successfully and reach them in the most effective and efficient
way, marketers should identify groups of customers with homogeneous characteristics
and behaviors and try to adapt their offer as much as possible to the unique needs and
desires of the segment members (Kara and Kaynak, 1997).
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A critical appraisal of Tourism Promotion in Kerala –
A case study on God’s own country campaign
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A critical appraisal of Tourism Promotion in Kerala –
A case study on God’s own country campaign
sanrachna (infrastructure development) These six areas comprise both ‘hard’ and ‘soft’
elements of tourism, and encompass all positive initiatives and measures.
Each destination in the country or state has its own geo socio cultural id entity.
Therefore it demands specific tourism development plans and actions within the
umbrella of an overall tourism perspective for the country.
Tourism has emerged as one of the few economic alternatives to develop the kerala
economy. It has been recognized as an important sector for the development because
of its potential for generating income and employment. Thus tourism is likely to be the
engine of growth giving a big push to Kerala’s economy in the coming years. Kerala has
immense potential for the ever-expanding Tourism industry in India.
The impressive achievement of Kerala in the tourism sector is largely due to the
ambitious destination development and marketing activities undertaken by the
government in partnership with the private sector. But despite the growth and the
relative importance of tourism to the State economy, there are only few researches
carried out on tourists' perception and satisfaction with Kerala as a tourist destination.
There is a growing awareness at the governmental level for the improvement of quality
in tourism as reflected in the tourism policy of Government of Kerala (GOK, 2000b). For
this task, among others, it is necessary to have more information about the market.
Attaining the quality objective depends largely on carrying out systematic and
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A critical appraisal of Tourism Promotion in Kerala –
A case study on God’s own country campaign
comprehensive research into trends in the marketing of tourism industry and tourist
perception of destination facilities, services, attractions and what other destinations have
to offer. Kerala can further improve its position as a leading tourist destination in India,
especially when there is an overall predicted trend of international tourism shifting more
to south Asian region. At the same time, Kerala will also face intense competition, as
other destinations also compete for the leisure customer. With limited resources, the
need for focused marketing efforts will increase.
This study is a step in this direction to analyse the gods own country campaign and its
success to provide better information for understanding tourists and thereby can be an
input for the destination development strategy.
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A critical appraisal of Tourism Promotion in Kerala –
A case study on God’s own country campaign
Sample frame
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A critical appraisal of Tourism Promotion in Kerala –
A case study on God’s own country campaign
Keeping in view the objectives of the study, the data collected through
questionnaires is analyzed and interpreted with the help of statistical tabulations
methods using average and percentage approach where ever needed, though analysis
and interpretation of data are done by manually, computer facilities are also used to
translator relevant empirical information in to illustrations in the form of diagrams.
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A critical appraisal of Tourism Promotion in Kerala –
A case study on God’s own country campaign
Obviously all studies and researcher have their own limitation. A researcher is
bound to encounter many limitations while working on a topic like this. Due to lack
literature on tourism in Kerala, primary information has been collected by field visits.
The results of the study may have some specific constraints when it comes to replication
of finding. Still, the overall theoretical framework could be useful for generalization in
similar kind of studies.
Given the outstanding wealth of natural resources and rich cultural heritage, India is
blessed with tourism destinations and products catering to the tastes and preference of
tourists of all ages and economic backgrounds.
Despite this, India has failed to realize tourism growth matching to its potential. While
China and India used to attract the same number of foreign tourists way back in 1978,
today while more than 27 million international
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A critical appraisal of Tourism Promotion in Kerala –
A case study on God’s own country campaign
tourists visits the former annually, India manages only around one fifth of the above.
Tourist arrival in India is 2.75 million a year. It is nothing compared to what other, even
much smaller countries with fewer attractions,
get. For example, a tiny nation like Singapore gets nearly 7 million visitors. Another
problem is the presence of low spending tourists: an average tourist's out of room
expenditure is barely $40 a day in India, whereas for,Singapore it is $250 (CII, 2003).
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A critical appraisal of Tourism Promotion in Kerala –
A case study on God’s own country campaign
many organizations and individuals in the industry and the community, as such, the
process is much more complex than that carried out with in a single firm. Because of the
number and diversity of the stakeholders involved in the crafting of the tourist
destinations in Alappuzha, the value systems brought to the process can be greatly
different, even to the point of being diametrically opposed. As such, the task of reaching
consensus and obtaining endorsement of the destination vision is a challenging and
often delicate task. Too many communities attempt to market themselves as tourist
destinations without accurate information’s about their
resources(facilities,services,staff)imagine (projected vs. actual),and how well their
customers satisfied .Without this information ,it is difficult to make other decisions in the
planning process.
Chapter-5.
12.Conclusion:
The impetus for the study arose from a preliminary scanning of the literature which
revealed that despite the importance of Marketing Strategies for the development of
Tourism destinations in Kerala. Hence the problem that is faced by many destinations in
Kerala is not recognized or marketed. This study can be further used as a resource for
tourism Promotion in Kerala state.
13.References:
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A critical appraisal of Tourism Promotion in Kerala –
A case study on God’s own country campaign
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