Tourism in India• According to World Tourism Organization estimates, India will lead in South Asia with 8.9 million arrivals by 2020• India is poised to emerge as the 2nd fastest growing (8.8%) tourism economy in the world over 2005- 14 according to the World Travel & Tourism• There has been a growth of more than 13% in foreign tourist arrivals at 3.9 million during 2005, up from 3.4 million foreign tourists who visited India during previous year• Foreign exchange earnings from foreign tourists were up by more than 20% at $5,730.86 million in 2005, up from $4,769 million earned the previous year.
New Developments• Till recently the state governments of Kerala and Rajasthan were aggressively marketing their product.• Today there is more competition from other states. • Gujarat • Ladakh • Madhya Pradesh • Orissa • Bihar • Uttaranchal
The TaskTo develop a plan for the next 15 years i.e. 2008-23, which would define the tourism policy and strategy, identify tourism products and services and develop these in a persisting manner
Punjab Today• As the birthplace of Sikhism, visitor flows are dominated by Sikhs from within the state, elsewhere in India and from an estimated 10-million strong Sikh diaspora around the world.• They are drawn by devotion to the Golden Temple at Amritsar, other gurdwaras around the state and on pilgrimage routes, such as to the site of the first Gurus enlightenment at Sultanpur Lodhi.• The rivers, the Beas, Satluj and Kanjli, along with the extensive canal system serve to attract migratory birds in winter (in particular at Harike, Kanjli and Ropar wetlands).• The natural beauty of the areas at Ranjit Sagar Dam and Talwara Lake (Pong Dam) offers strong prima facie opportunity for the development of an upscale resort, boating opportunities and eco-tourism activities.
• Punjab is blessed with tangible cultural heritage comprise of world marvels and monuments of brave history.• Punjabi festival holds significant role in beholding the rich Indian culture.• Festivals are part of colourful lives and are celebrated with proper pomp and show.
• Tourism in Punjab is principally suited for the tourist interested in culture, ancient civilization, spirituality and epic history.• Punjab has a rich history incorporating Sikhism and Buhdism along with the celebrated Punjabi culture, the royal Punjabi palaces, historic battles, shrines, temples and examples of Sikh Architecture.• Some of the smaller country towns are also a must see for the person who wants to see the true Punjab, with their traditional Punjabi homes, monuments and temples
The OpportunitiesPunjabs tourism resources cover an extensive range: religious, heritage/cultural,natural, medical and commercial.When combined with warm and hospitable people and a wide variety of folklore,these resources provide Punjab with an outstanding opportunity to develop andsustain a major and diversified tourism sector with resultant economic and socialbenefits for people of the state.
Destination Brand Building Process Know thy Customer Customer Segmentation Thru (Conventional demographic + Psychographics + Research Travel habits and Spending) Segment Drivers XYZ (Attitudes, Perceptions, Dest Image, Personality)Build The Brand Architecture Strategy & Creative TG definition & Media Selection
Research Objectives Understanding identity & projecting Image• To understand Image of Punjab as a tourist destination among: Travelers (domestic & foreign) who have been to Punjab in last six months Travelers (domestic & foreign) who have traveled to a tourist destination in India but not went to Punjab• To find out elements of Identity to be incorporated in process of branding and the message to be prepared for target audience• To profile travelers (domestic and foreign), understand attitudes & choice drivers for tourist destination with special reference to Punjab.“The broad objective is to find out how Punjab as a tourist destination fares on brand assetvalue power grid, thus do a SWOT analysis for Punjab as a tourist destination, find outimage of Punjab among those who have traveled to Punjab in past and those who have not.Identify gaps between the identity and the image by preparing a branding messageincorporating different elements of Identity with different weights. “
Information Areas Elements of Identity To understand identity of state of Punjab following Information areas will be explored: Geographic location Scenic Places of tourist attraction Religious places of tourist attractions Essential teachings of Sikhism Lives of Gurus of Sikhs & their contribution to richness of land Guru Granth Sahib & essential contribution to customs & traditions followed Punjabi festivals (Lohdi, Baisakhi) Punjabi folk dances, folk stories. Historical figures (Bhagat Singh) Historical Incidents & their importance (Jalian Wala Bagh) Punjabi Literature (Khushwant Singh, Bulle Shah, Vare Shah among others) Local legends (Sohni-Mahival)The basic purpose of SWOT analysis is to prepare message for branding.
Information Areas Image of PunjabThrough interviews with travelers (those about to and potential travelers):• Familiarity and Knowledge about: Different places of tourist/leisure/entertainment/sight seeing Places of religious/historical importance Five riversSporting activitiesFood habits & gastronomyLocal art/culture/history/literature• Esteem:Status symbol associated with travelling to different destinationsLikelihood to travel to Punjab• Relevance in context to: Travelling habits and interests• Affinity towards Punjab as a tourist destination
Profile of travelersDemographic Profile• Country/State of origin• Gender• Age• Family size• Socio Economic Status• Household Income• Education• Occupation• Linguistic ethnicity• Food habits• Whether first time traveler to Punjab
Traveling habits• Travelling alone or in group• With family or friends• Pre planned travel or on the spur of moment decision to travel• Mode of travel• Length of stay• Travel month/Season• Approximate budget for the travel and its break up: Travel Accommodation Shopping Food Sight seeingWe will also find whether the expenses are being borne by traveler or by a sponsor. In case a sponsor is there we will try to find identity of the sponsor.
Traveling habits• Frequency of holidaying (domestic & International)• Approximate annual spending on domestic travel annuallyAmong tourists/sightseers and those who plan to spend some time on such activities, preference for and plan to participate or experience in any specific activities relating to: Sport Participated Desire to participate Religious Water sport activities Gastronomy and food related Local culture/history/art related Medical/Health related
Traveling habitsFrom those who have traveled previously to Punjab, their experience related to :TravelingAccommodation (Ease of finding, Expensiveness, quality of service)Food & beverage ( Availability of desired food, appeal of local meals, variety, expensiveness, taste)Experiences related to hospitability of denizen and other emotions (good/bad) attached with travelHelpfulness of local authorities (ease of availability of brochures/guidelines/planning aids, availability of local guides)Opinions and Image of destination How friendly are people Lots to offer in terms of Culture/History/Art Religious shrines/Pilgrimages Linguistic difficulties Ease of local travel
Research Methodology Understand from those who have been to Punjab –as tourists- what attraced them to Punjab, what might make them go back Destination Brand attractions Understand from those who have been to Other states in India but never been to Punjab, their motivations, their rationale for never coming to Punjab Destination Brand Conversion barriersStrategize to build on brand strengths and overcome conversion barriers
Brand Asset Value Power Grid for destination branding High Destination brand Strength Unleashing Leadership potential Unknown New destinations Low High Destination brand StatureTwo key measures: Destination Brand Stature (Knowledge or familiarity, esteem)Destination Brand Strength (relevance, Differentiation)
Sampling Past Tourist to Punjab Never been Tourist to Punjab Domestic (500) International Domestic (500) International Charter Individuals Charter Individuals Operators (20) (100) Operators (30) (200)Total sample envisaged : 1350. In addition, 5 groups each among individual domestic andinternational travelers to flesh qualitative researchTotal time for research: 45-60 days; Approx Cost: Rs. 16 lakhs (excl taxes)
Brand Image Development Plans
Where do people come from??? 16.50% 15%43.30% 15.70% 2.70% 3.90% 2.10% 2.40% 3.50% 4% 2.50% 3.90% UK USA CAN FRA GER SRI JAP AUS MAL NEP OTH
How to Reach PunjabInternational airports at Delhi and AmritsarChandigarh and Amritsar both have airports are connected to other cities in India by regularflights. Punjab is extensively linked to the other parts of the country by rail. Chandigarh, Amritsar, Ludhiana, Pathankot, and Jalandhar are the major railway hubs in the state from where one can take trains for most parts of the country. The entire state is connected through an extensive network of medalled roads. State Highways connect major cities to the state capital. NH 1 or the Grand Trunk Road connects the state with most of the north as well as east India.
SWOT STRENGTH WEAKNESS• Physical resources • Positioning • Clean, natural and diverse environment • No strong marketing theme • Fresh produce and gourmet food • no strong position in tourists’ minds (not a ‘must see’) • Attractive urban-rural lifestyle • low awareness • Colonial history and heritage • Physical resources • summer & winter attractions • Not many activities for children • Perceived as a stop over for places like Himachal, Utteranchal etc. OPPERTUNITY THREAT• Market forecasts • ‘Catch 22’ situation (Bureaucratic nonsense) • Growth in tourism, specially international visitors • Services Marketing• Socio-cultural factors • Tourism threats (diseases, terrorism) • Growing interest from pilgrimage, history seekers • Increase use of internet• Perception in market • Punjab’s image inextricably linked to its media presence • Considered as good value for money
Positioning Brand Punjab Tourism Free Independent Tourism MICEGroup Tourism (Business Tourism) VFR – Visiting Friends & Package Tour Meetings International Relatives And individual families conferences and conventions, events and exhibitions
Group Tourism• Mass tourism and the holiday package concept promoted by Travel operators• Economic, organised and time saving• Preferred by middle income group
Free Independent Tourism• Refers to people over 35, often, though not necessarily, of above average income who like to travel in small groups, usually couples. They eschew mass tourism and the holiday package concept promoted by Travel operators, in favour of a more individualistic approach to travel.• They tend to be environmentally aware, enjoy experiencing new ways of life and are enthusiastic, off the beaten track explorers. They enjoy good food, architecture, and the heritage of local cultures• FIT vacation is a custom built cocktail then with suggestions from friends, forums, speciality providers or others creating the idea around which the vacation is built. The FITs themselves are responsible for adding components in place of the traditional package operators.
MICE Tourism• MICE- the new form of business tourism is the fastest growing section of the International tourism market. It caters to various forms of business meetings, International conferences and conventions, events and exhibitions and is slowly but steadily capturing every big hoteliers attention.• The importance of the MICE industry lies in the fact that it converts the annual business meetings and conferences into a glamorous and enjoyable event for the delegates and attendants• India is fast gaining its pace in the competition to become an ideal MICE destination. With the advanced technology and facilities, warm hospitality, personalized services coupled with immense natural beauty and rich cultural heritage, the goal seems to be not very far. MICE tourism is the new buzzword in the international tourist market and relates to various business groups and individual travelers.
Major MICE Destinations in IndiaHyderabad Delhi Cochin-- New Noida -- New Chennai AgraWith attraction radius ranging from 2000 km to the whole world ,so why not Amritsar, Jalandhar or any city of Punjab
Suggested themes• Know your home – Inviting next generations of Punjabi people who are settled out of Punjab/Nation.• Spiritual/ Religious Tourism• Food Tourism• Rural Tourism – Feel the untouched beauty of villages• Festival Tourism – Like Holla Mohalla• Destination Tourism – New destinations can be created for organising craft melas/ Fairs.• Boating festivals can be started in rivers and lakes/ponds• Music and dances can be part of festival or destination tourism.All or some of these can be included in Group, Free Independent or MICE Tourism
Brand Identity DevelopmentThe Destination Brand Benefit PyramidDeveloping the Brand Architecture
The Destination Brand Benefit Pyramid What is the essential natureLevel 5 and character of the brand?Level 4 What does value mean for the typical repeat visitor? What psychological rewards or emotional benefits do peopleLevel 3 get by visiting this destination?Level 2 What benefits to the visitor result from the destination’s features?Level 1 What are the tangible, verifiable, objective, measurable characteristics of the destination?
Developing the Brand Architecture What is the “core personality” of our area as a visitor destination? What positive images do visitors have of our area? What makes us different?
Developing the Brand Architecture What are the words or phrases that best describe us? What symbols or key images are associated with our destination? What concepts, ideas, events, and people are associated with our destination? What do we have that no-one else has? What makes us different?
Brand Architecture Positioning Land of Brave Hearts Rational Benefits Brave history, heritage, and folklore. Warm and feisty people Beholding rich Indian Culture Spirituality Warm Hospitability Lively festivals/ Dances Rich culture and deep valuesPunjab
Brand Architecture Emotional Benefits I feel everyday is a festival day in Punjab Independent. Warm. Mysterious. Personality Rugged. Feisty.Punjab
Punjab Brand EssenceChardhi Kala – For up and up Independence Pride Strength PUNJABINESS Spirit/Fire Soul Naturalness Resilience
Marketing Communication MixCustomer Personnel Sales PR & Corp. Advertising Service Selling Promotion Publicity Commtn. WOMBroadcast Print Outdoor & Cinema • Newspaper Direct Mailers • TV Retail • Radio • Magz • Billboards &• Internet Posters •Elec Displays • Transit Display
Advertising• Product-price advertisements (Package tours) -- Destination advert.• Co-operative advertising in press• TV features• Common thread: Department’s logo and slogan• Success: Converted preferences to actual behavior Product ‘pull’• Must see’ – image perception
Publicity• Valuable support from independent sources • Reviews in: national & international medias • Maintain profile in media, visitors and intermediaries
Media M rk ts a eMd e ia AA PC E R U US A a fricT le is n e v io -B C B -C N N -N T DVP t rin - E o o is cnmt -G oe - C n eN s od ut - N tio a G o ra h a n l e g p ic -T e imO td o u or -A o irp rt - O td o u orIn rn t te e - S a hE g e e rc n in - F Ps s T ite - M ile a rs