This document provides an overview of tourism in Kerala, India. It discusses Kerala's positioning in the tourism market compared to competitors like Goa. It performs a SWOT analysis of Kerala tourism and provides recommendations to improve marketing efforts, such as using word-of-mouth marketing more effectively and installing Bluetooth kiosks. The document concludes that Kerala tourism is an internationally recognized "super brand" that could benefit from increased use of direct marketing techniques.
Submitted as an assignment for "Tourism Marketing" paper (M.A. Tourism Administration 2nd semester , Amity Institute of Travel & Tourism, Amity University Kolkata
Case Study on Marketing Strategies Kerala Tourism,
SWOT Analysis of Kerala Tourism,
Recomendations
Tourist Information Centers in Kerala as Tourist Destination.
This document provides an overview of tourism in India and the "Incredible India" marketing campaign launched in 2002 to promote tourism. It discusses the types of tourism, tourism statistics, the conceptualization and evolution of the Incredible India campaign, its marketing strategies both domestically and internationally, and its success in increasing tourism and changing perceptions of India as a travel destination.
Kerala, located on India's southwest coast, is known as "God's Own Country" due to its varied topography and biodiversity. It has a long coastline, beaches, backwaters, hills, forests and plantations. Tourism is a major industry in Kerala's economy. The "God's Own Country" campaign, launched in the 1980s, was highly successful in promoting Kerala's natural beauty and cultural attractions internationally. It established Kerala as a global tourism brand. However, the campaign now faces challenges of maintaining its effectiveness against rising competition from other Indian states also promoting tourism aggressively. Kerala will need continued innovative strategies to sustain its leadership in tourism.
Nautical tourism involves activities like sailing and boating on vacations. It is gaining popularity in Europe and America as tourists seek new exciting ways to spend holidays. Goa, India has great potential for nautical tourism given its many beaches. Developing small marinas with facilities at beaches could support yacht, boat, and water vehicle rentals for tourists. This could provide new tourism offerings like yacht charters and jet skiing beyond current water sports. With over 30 lakh annual tourists, capturing just 5% with nautical tourism could bring an additional 150000 tourists, further establishing Goa as a top global destination.
Wellness Tourism Is Riding Consumer Trends Of Health And WellnessGravity Media
More people today are taking responsibility for their health. When it comes to getting away from the stresses of everyday life, your typical vacation with too much eating, drinking, and disruption from routine isn’t cutting it. People are looking for a true vacation, where they come back feeling less stressed and more well.
Wellness tourism is a $563 billion industry and isn’t slowing down anytime soon. Wellness services are expanding in hotels, airports, and vacation destinations all over the world to cater to a growing number of health-focused travelers. Many of these people are looking for digital detox trips that allow them to fully disconnect and improve their mental and physical health and well-being. With an industry that is growing faster than global tourism, it’s time for brands to take notice.
Submitted as an assignment for "Tourism Marketing" paper (M.A. Tourism Administration 2nd semester , Amity Institute of Travel & Tourism, Amity University Kolkata
Case Study on Marketing Strategies Kerala Tourism,
SWOT Analysis of Kerala Tourism,
Recomendations
Tourist Information Centers in Kerala as Tourist Destination.
This document provides an overview of tourism in India and the "Incredible India" marketing campaign launched in 2002 to promote tourism. It discusses the types of tourism, tourism statistics, the conceptualization and evolution of the Incredible India campaign, its marketing strategies both domestically and internationally, and its success in increasing tourism and changing perceptions of India as a travel destination.
Kerala, located on India's southwest coast, is known as "God's Own Country" due to its varied topography and biodiversity. It has a long coastline, beaches, backwaters, hills, forests and plantations. Tourism is a major industry in Kerala's economy. The "God's Own Country" campaign, launched in the 1980s, was highly successful in promoting Kerala's natural beauty and cultural attractions internationally. It established Kerala as a global tourism brand. However, the campaign now faces challenges of maintaining its effectiveness against rising competition from other Indian states also promoting tourism aggressively. Kerala will need continued innovative strategies to sustain its leadership in tourism.
Nautical tourism involves activities like sailing and boating on vacations. It is gaining popularity in Europe and America as tourists seek new exciting ways to spend holidays. Goa, India has great potential for nautical tourism given its many beaches. Developing small marinas with facilities at beaches could support yacht, boat, and water vehicle rentals for tourists. This could provide new tourism offerings like yacht charters and jet skiing beyond current water sports. With over 30 lakh annual tourists, capturing just 5% with nautical tourism could bring an additional 150000 tourists, further establishing Goa as a top global destination.
Wellness Tourism Is Riding Consumer Trends Of Health And WellnessGravity Media
More people today are taking responsibility for their health. When it comes to getting away from the stresses of everyday life, your typical vacation with too much eating, drinking, and disruption from routine isn’t cutting it. People are looking for a true vacation, where they come back feeling less stressed and more well.
Wellness tourism is a $563 billion industry and isn’t slowing down anytime soon. Wellness services are expanding in hotels, airports, and vacation destinations all over the world to cater to a growing number of health-focused travelers. Many of these people are looking for digital detox trips that allow them to fully disconnect and improve their mental and physical health and well-being. With an industry that is growing faster than global tourism, it’s time for brands to take notice.
The document discusses the concept of tourism and the tourism industry. It defines tourism as activities that take place when people travel to places other than where they live for at least 24 hours for leisure or business purposes. The tourism industry comprises small firms that provide holiday packages within and between countries. It outlines some key government initiatives to promote tourism in India such as Incredible India campaign and focuses on guest hospitality. It also discusses various internal and external factors that affect the tourism business environment.
This document summarizes several important pilgrimage sites in India for various religions. It discusses the char dhams of Badrinath, Jagannath, Rameswaram and Dwarakadhish that are major pilgrimage sites for Hindus. It also mentions pilgrimage destinations for other faiths like Vaishno Devi and Amarnath for Hindus, Ajmer Sharif and Haji Ali for Muslims, Basilica of Bom Jesus and St. Cajetan Church for Christians, Golden Temple and Patna Sahib for Sikhs, Bodh Gaya and Sarnath for Buddhists, and Pavapuri and Gomateshwara Temple for Jains. The document provides brief descriptions
This document discusses golf tourism. It defines golf tourism as trips taken mainly for the purpose of playing golf. It provides a brief history of golf, noting the earliest recorded golf game took place in 1297 in the Netherlands. It also discusses the International Association of Golf Tour Operators (IAGTO), which has over 2000 members in 95 countries, as well as the India Golf Tourism Association. Global golf participation statistics are given, with over 50 million golfers worldwide, as well as growth opportunities in Asia, the Middle East, and Mexico. The typical golf tourist is described as predominantly male, middle aged or retired, and likely to be members of golf clubs at home. The main source markets are listed as the United States, United
The document summarizes current Indian tourism initiatives. It discusses how the Indian tourism ministry's budget has increased each year to promote tourism development. It outlines several projects to boost tourism infrastructure, promote cultural circuits, and provide training to improve tourism workforce skills. The ministry aims to establish India as a global filming destination and expand its visa on arrival program to attract more visitors.
PRESENTATION ON Tourist Area Life Cycle
The tourism lifecycle theory was firstly proposed in 1963 by the German researcher Christaller, who described the development of tourism through three stages like a common product, namely “discovery, growth and decline”.
In 1980, Butler developed a model which shows how any tourist resort may grow is known asTourist Area Life Cycle.
This document discusses Ayurveda tourism in Kerala, India. It begins by defining tourism and noting the growth of health care holidays. It then provides background on Ayurveda as a medical system in India, particularly in Kerala. Kerala has developed Ayurvedic tourism by offering treatment packages at hotels, resorts, and hospitals. This has socioeconomic benefits and is a growing market. Research and different Ayurvedic treatments have contributed to its development in Kerala. Tourism provides economic and social benefits through employment, wealth, and development of attractive destinations.
This document discusses sustainable tourism and strategies to promote it. Sustainable tourism is defined as tourism that respects local people/culture and the environment, and provides long-term benefits. There are three elements: optimal environmental resource use, respect for socio-cultural values, and ensuring long-term economic benefits. Strategies to promote sustainable tourism include establishing laws/regulations to protect the environment and cultures, promoting ecotourism in natural areas, and supporting community-based tourism that involves and benefits local communities. While these strategies can help, there are challenges like non-compliance with guidelines and poor management that can limit their effectiveness.
India has many beautiful tropical beaches along its coastline. States like Goa and Kerala have popular beaches known for their white or golden sands and coconut palms. Some of the most famous beaches include Anjuna, Baga, Colva, Kovalam, and Mahabalipuram which attract many tourists for activities like swimming, relaxing and sunbathing.
The Himalayas stretch across six countries in South Asia and formed due to the collision of the Indian and Eurasian tectonic plates. The mountain range experiences earthquakes, avalanches, landslides, and floods that endanger human life. While tourism, industry, farming, and hydropower generation provide some economic benefits, they can also damage the fragile environment through pollution, erosion, and habitat destruction. Settlement is challenging due to the extreme climate and difficult terrain.
This document provides information about various types of adventure tourism activities. It begins by defining adventure tourism as tourism that involves activities outside one's comfort zone that provide excitement, enjoyment, and risk. Adventure activities are then classified into land, water, and air-based activities. Specific land-based activities like rock climbing, mountaineering, trekking, safaris, and motor rallies are described in detail. Rock climbing destinations, major mountaineering routes, and trekking trails in India are listed. Required equipment for mountaineering is also outlined.
Kerala has unique geographical features like its coastal location on the Arabian Sea and rivers flowing through the Western Ghats mountains, making it a popular tourist destination. The document discusses Kerala's tourism industry and policy, highlighting popular destinations like beaches, backwaters, and hill stations. It also outlines the government's initiatives to promote tourism, including developing infrastructure, marketing campaigns, and focusing on community involvement and sustainable practices. Tourism is now a major industry for Kerala's economy, with the number of domestic and foreign visitors and revenue from the sector growing significantly in recent years.
Madhya Pradesh has rich cultural heritage with numerous monuments, national parks, sanctuaries, and 3 UNESCO World Heritage Sites. It is the largest state in India covering an area of 4,43,406 sq. km. The state focuses on cultural, wildlife, leisure, and pilgrimage tourism. Major tourist circuits highlighted different regions like Gwalior-Khajuraho, Ujjain-Mandu, Jabalpur-Kanha national park, and Sanchi-Pachmarhi. The government promotes tourism through policies on infrastructure development, heritage hotels, and identifying special tourism zones.
Tourism is an important source of income for many countries and has emerged as an instrument for employment generation and poverty alleviation. In India, tourism is the second highest foreign exchange earner and is poised to become the second fastest growing tourism economy in the world. However, India's tourism infrastructure is still developing and needs improvement to match international standards. The Indian government and private sector can work together to develop the industry further and realize its huge potential to contribute to the economy and society.
This document discusses the three dimensions of sustainable tourism - environmental, economic, and social. It provides details on each dimension. The environmental dimension focuses on different types of environments impacted by tourism and ways to minimize negative impacts. The economic dimension outlines both benefits and costs of tourism to local economies and how to spread benefits more widely. The social dimension emphasizes giving less importance to socio-cultural impacts and stakeholders, and achieving sustainability through fair treatment of all groups.
The Cadbury gorilla advertisement from 2007 was broadcast on national television and online. It used surreal humor, featuring a gorilla playing the drums to promote Cadbury chocolate in a memorable way. The advertisement aimed to widen Cadbury's audience by making people laugh and showing their brand has personality. It created significant buzz on social media and blogs by taking an unexpected approach compared to other typical chocolate ads. The surreal moment and emotional connection to the audience helped promote Cadbury in a fun, interactive way.
1. The document summarizes information about the beaches of Cox's Bazar and Kuakata in Bangladesh, including their history, attractions, accommodations, and transportation.
2. Cox's Bazar has the world's longest natural sandy beach that stretches 120 km and features beaches like Laboni, Kolatoli, and Inani. Kuakata is known as "Daughter of the Sea" and is one of the few places where you can see both sunrise and sunset from the same spot.
3. Both locations face issues like inadequate infrastructure and security, though they have potential to grow as tourism destinations with improvements in areas like development, cleanliness, and recreation activities.
External environment of taj & oberoi hotel industrySaurabh Giratkar
3. EXTERNAL ENVIRONMENT
Controlling Ministry
The Ministry of Tourism is the nodal agency for the formulation of national policies and programmes and for the co-ordination of activities of various Central Government Agencies, State Governments/UTs and the Private Sector for the development and promotion of tourism in the country. This Ministry is headed by the Union Minister of State for Tourism (Independent Charge).
The administrative head of the Ministry is the Secretary (Tourism). The Secretary also acts as the Director General (DG) Tourism. The office of the Director General of Tourism {now merged with the office of Secretary (Tourism)} provides executive directions for the implementation of various policies and programmes. Directorate General of Tourism has a field formation of 20 offices within the country and 14 offices abroad and one sub-ordinate office/project i.e. Indian Institute of Skiing and Mountaineering (IISM)/ Gulmarg Winter Sports Project. The overseas offices are primarily responsible for tourism promotion and marketing in their respective areas and the field offices in India are responsible for providing information service to tourists and to monitor the progress of field projects.The activities of IISM/GWSP have now been revived and various Ski and other courses are being conducted in the J&K valley.
Role and Functions of the Ministry of Tourism
The Ministry of Tourism functions as the nodal agency for the development of tourism in the country. It plays a crucial role in coordinating and supplementing the efforts of the State/Union Territory Governments, catalyzing private investment, strengthening promotional and marketing efforts and in providing trained manpower resources. The functions of the Ministry in this regard mainly consist of the following:
All Policy Matters, including: Development Policies Incentives, External Assistance, Manpower Development, Promotion & Marketing.
The Ministry of Tourism, Government of India has set some guidelines for the star classification as given in the table
TAJ Hotel
Founder Jamsetji Tata
Headquarters Mumbai, Maharashtra, India
Key people MD & CEO
Rakesh Sarna
The Indian Hotels Company (IHCL) and its subsidiaries, collectively known as Taj Hotels Resorts and Palaces, is one of Asia's largest and finest groups of hotels. Incorporated by the founder of the Tata group, Jamshedji Tata, the company opened its first property, the Taj Mahal Palace, in Bombay in 1903. The Taj, a symbol of Indian hospitality, completed its centenary year in 2003. Taj Hotels Resorts and Palaces comprises 93 hotels in 53 locations, including 25 Ginger hotels across India, with an additional 16 international. From world-renowned landmarks to modern business hotels, idyllic beach resorts to authentic grand palaces, each Taj hotel offers an unrivalled fusion of warm Indian hospitality, world-class service and modern luxury. Areas of Business:
Taj is their flagship brand for the world's most dis
The document discusses the Indian government's plan to establish Special Tourism Zones (STZs) modeled after Special Economic Zones. It notes that this will lead to the "enclavisation of tourism", converting lands into exclusive tourism areas. Historically, tourism enclaves have exploited local resources while providing little local economic benefit. The document outlines several proposed STZs in India and discusses how they will prioritize high-end tourism catering to global tourists through large resorts, malls, and amusement parks, rather than benefiting local communities. It argues STZs will further the inequitable impacts of enclavisation seen globally.
Mandarin Oriental's "Fan Campaign" has generated 400% returns since its inception.
Find out how does this advertising strategy helps generate extravagant revenues for Mandarin Oriental :)
Nature tourism – responsible travel to natural areas, which conserves the environment and improves the welfare of local people.
It is tourism based on the natural attractions of an area. Examples include birdwatching, photography, stargazing, camping, hiking, hunting, fishing, and visiting parks. These experiential tourists are interested in a diversity of natural and cultural resources. They want what is real, and they want to be immersed in a rich natural, cultural, or historical experience.
Couple camping, one of the many activities that can be enjoyed as a nature tourist.
From the standpoint of conservation, nature-based tourism provides incentives for local communities and landowners to conserve wildlife habitats upon which the industry depends – it promotes conservation by placing an increased value on remaining natural areas. As nature tourism becomes more important to the local economy, communities have additional incentive to conserve their remaining natural areas for wildlife and wildlife enthusiasts.
The nature-based tourism efforts in Texas will continue to focus on achieving habitat conservation by providing information and assistance to private landowners, communities, businesses, and local community leaders wishing to make nature-based tourism an integral part of their business and community. By empowering people at the local level, we hope to build and provide guidance to a growing industry that holds great promise for sustainable economic development and conservation of wildlife habitat.
Kerala is a state located on the southern tip of India known for its coastline, beaches, backwaters, ayurvedic treatments, and diverse cultural festivals. The state has a long history and was formed in 1956, with Thiruvananthapuram as its capital. Kerala has a literacy rate of 93.91%, the highest in India, and is also known for its cuisine featuring coconut, spices, seafood, and rice. Popular tourist destinations include beaches, hill stations, and cities like Kochi which attract visitors year-round with their natural beauty, culture, and heritage sites.
The document discusses the concept of tourism and the tourism industry. It defines tourism as activities that take place when people travel to places other than where they live for at least 24 hours for leisure or business purposes. The tourism industry comprises small firms that provide holiday packages within and between countries. It outlines some key government initiatives to promote tourism in India such as Incredible India campaign and focuses on guest hospitality. It also discusses various internal and external factors that affect the tourism business environment.
This document summarizes several important pilgrimage sites in India for various religions. It discusses the char dhams of Badrinath, Jagannath, Rameswaram and Dwarakadhish that are major pilgrimage sites for Hindus. It also mentions pilgrimage destinations for other faiths like Vaishno Devi and Amarnath for Hindus, Ajmer Sharif and Haji Ali for Muslims, Basilica of Bom Jesus and St. Cajetan Church for Christians, Golden Temple and Patna Sahib for Sikhs, Bodh Gaya and Sarnath for Buddhists, and Pavapuri and Gomateshwara Temple for Jains. The document provides brief descriptions
This document discusses golf tourism. It defines golf tourism as trips taken mainly for the purpose of playing golf. It provides a brief history of golf, noting the earliest recorded golf game took place in 1297 in the Netherlands. It also discusses the International Association of Golf Tour Operators (IAGTO), which has over 2000 members in 95 countries, as well as the India Golf Tourism Association. Global golf participation statistics are given, with over 50 million golfers worldwide, as well as growth opportunities in Asia, the Middle East, and Mexico. The typical golf tourist is described as predominantly male, middle aged or retired, and likely to be members of golf clubs at home. The main source markets are listed as the United States, United
The document summarizes current Indian tourism initiatives. It discusses how the Indian tourism ministry's budget has increased each year to promote tourism development. It outlines several projects to boost tourism infrastructure, promote cultural circuits, and provide training to improve tourism workforce skills. The ministry aims to establish India as a global filming destination and expand its visa on arrival program to attract more visitors.
PRESENTATION ON Tourist Area Life Cycle
The tourism lifecycle theory was firstly proposed in 1963 by the German researcher Christaller, who described the development of tourism through three stages like a common product, namely “discovery, growth and decline”.
In 1980, Butler developed a model which shows how any tourist resort may grow is known asTourist Area Life Cycle.
This document discusses Ayurveda tourism in Kerala, India. It begins by defining tourism and noting the growth of health care holidays. It then provides background on Ayurveda as a medical system in India, particularly in Kerala. Kerala has developed Ayurvedic tourism by offering treatment packages at hotels, resorts, and hospitals. This has socioeconomic benefits and is a growing market. Research and different Ayurvedic treatments have contributed to its development in Kerala. Tourism provides economic and social benefits through employment, wealth, and development of attractive destinations.
This document discusses sustainable tourism and strategies to promote it. Sustainable tourism is defined as tourism that respects local people/culture and the environment, and provides long-term benefits. There are three elements: optimal environmental resource use, respect for socio-cultural values, and ensuring long-term economic benefits. Strategies to promote sustainable tourism include establishing laws/regulations to protect the environment and cultures, promoting ecotourism in natural areas, and supporting community-based tourism that involves and benefits local communities. While these strategies can help, there are challenges like non-compliance with guidelines and poor management that can limit their effectiveness.
India has many beautiful tropical beaches along its coastline. States like Goa and Kerala have popular beaches known for their white or golden sands and coconut palms. Some of the most famous beaches include Anjuna, Baga, Colva, Kovalam, and Mahabalipuram which attract many tourists for activities like swimming, relaxing and sunbathing.
The Himalayas stretch across six countries in South Asia and formed due to the collision of the Indian and Eurasian tectonic plates. The mountain range experiences earthquakes, avalanches, landslides, and floods that endanger human life. While tourism, industry, farming, and hydropower generation provide some economic benefits, they can also damage the fragile environment through pollution, erosion, and habitat destruction. Settlement is challenging due to the extreme climate and difficult terrain.
This document provides information about various types of adventure tourism activities. It begins by defining adventure tourism as tourism that involves activities outside one's comfort zone that provide excitement, enjoyment, and risk. Adventure activities are then classified into land, water, and air-based activities. Specific land-based activities like rock climbing, mountaineering, trekking, safaris, and motor rallies are described in detail. Rock climbing destinations, major mountaineering routes, and trekking trails in India are listed. Required equipment for mountaineering is also outlined.
Kerala has unique geographical features like its coastal location on the Arabian Sea and rivers flowing through the Western Ghats mountains, making it a popular tourist destination. The document discusses Kerala's tourism industry and policy, highlighting popular destinations like beaches, backwaters, and hill stations. It also outlines the government's initiatives to promote tourism, including developing infrastructure, marketing campaigns, and focusing on community involvement and sustainable practices. Tourism is now a major industry for Kerala's economy, with the number of domestic and foreign visitors and revenue from the sector growing significantly in recent years.
Madhya Pradesh has rich cultural heritage with numerous monuments, national parks, sanctuaries, and 3 UNESCO World Heritage Sites. It is the largest state in India covering an area of 4,43,406 sq. km. The state focuses on cultural, wildlife, leisure, and pilgrimage tourism. Major tourist circuits highlighted different regions like Gwalior-Khajuraho, Ujjain-Mandu, Jabalpur-Kanha national park, and Sanchi-Pachmarhi. The government promotes tourism through policies on infrastructure development, heritage hotels, and identifying special tourism zones.
Tourism is an important source of income for many countries and has emerged as an instrument for employment generation and poverty alleviation. In India, tourism is the second highest foreign exchange earner and is poised to become the second fastest growing tourism economy in the world. However, India's tourism infrastructure is still developing and needs improvement to match international standards. The Indian government and private sector can work together to develop the industry further and realize its huge potential to contribute to the economy and society.
This document discusses the three dimensions of sustainable tourism - environmental, economic, and social. It provides details on each dimension. The environmental dimension focuses on different types of environments impacted by tourism and ways to minimize negative impacts. The economic dimension outlines both benefits and costs of tourism to local economies and how to spread benefits more widely. The social dimension emphasizes giving less importance to socio-cultural impacts and stakeholders, and achieving sustainability through fair treatment of all groups.
The Cadbury gorilla advertisement from 2007 was broadcast on national television and online. It used surreal humor, featuring a gorilla playing the drums to promote Cadbury chocolate in a memorable way. The advertisement aimed to widen Cadbury's audience by making people laugh and showing their brand has personality. It created significant buzz on social media and blogs by taking an unexpected approach compared to other typical chocolate ads. The surreal moment and emotional connection to the audience helped promote Cadbury in a fun, interactive way.
1. The document summarizes information about the beaches of Cox's Bazar and Kuakata in Bangladesh, including their history, attractions, accommodations, and transportation.
2. Cox's Bazar has the world's longest natural sandy beach that stretches 120 km and features beaches like Laboni, Kolatoli, and Inani. Kuakata is known as "Daughter of the Sea" and is one of the few places where you can see both sunrise and sunset from the same spot.
3. Both locations face issues like inadequate infrastructure and security, though they have potential to grow as tourism destinations with improvements in areas like development, cleanliness, and recreation activities.
External environment of taj & oberoi hotel industrySaurabh Giratkar
3. EXTERNAL ENVIRONMENT
Controlling Ministry
The Ministry of Tourism is the nodal agency for the formulation of national policies and programmes and for the co-ordination of activities of various Central Government Agencies, State Governments/UTs and the Private Sector for the development and promotion of tourism in the country. This Ministry is headed by the Union Minister of State for Tourism (Independent Charge).
The administrative head of the Ministry is the Secretary (Tourism). The Secretary also acts as the Director General (DG) Tourism. The office of the Director General of Tourism {now merged with the office of Secretary (Tourism)} provides executive directions for the implementation of various policies and programmes. Directorate General of Tourism has a field formation of 20 offices within the country and 14 offices abroad and one sub-ordinate office/project i.e. Indian Institute of Skiing and Mountaineering (IISM)/ Gulmarg Winter Sports Project. The overseas offices are primarily responsible for tourism promotion and marketing in their respective areas and the field offices in India are responsible for providing information service to tourists and to monitor the progress of field projects.The activities of IISM/GWSP have now been revived and various Ski and other courses are being conducted in the J&K valley.
Role and Functions of the Ministry of Tourism
The Ministry of Tourism functions as the nodal agency for the development of tourism in the country. It plays a crucial role in coordinating and supplementing the efforts of the State/Union Territory Governments, catalyzing private investment, strengthening promotional and marketing efforts and in providing trained manpower resources. The functions of the Ministry in this regard mainly consist of the following:
All Policy Matters, including: Development Policies Incentives, External Assistance, Manpower Development, Promotion & Marketing.
The Ministry of Tourism, Government of India has set some guidelines for the star classification as given in the table
TAJ Hotel
Founder Jamsetji Tata
Headquarters Mumbai, Maharashtra, India
Key people MD & CEO
Rakesh Sarna
The Indian Hotels Company (IHCL) and its subsidiaries, collectively known as Taj Hotels Resorts and Palaces, is one of Asia's largest and finest groups of hotels. Incorporated by the founder of the Tata group, Jamshedji Tata, the company opened its first property, the Taj Mahal Palace, in Bombay in 1903. The Taj, a symbol of Indian hospitality, completed its centenary year in 2003. Taj Hotels Resorts and Palaces comprises 93 hotels in 53 locations, including 25 Ginger hotels across India, with an additional 16 international. From world-renowned landmarks to modern business hotels, idyllic beach resorts to authentic grand palaces, each Taj hotel offers an unrivalled fusion of warm Indian hospitality, world-class service and modern luxury. Areas of Business:
Taj is their flagship brand for the world's most dis
The document discusses the Indian government's plan to establish Special Tourism Zones (STZs) modeled after Special Economic Zones. It notes that this will lead to the "enclavisation of tourism", converting lands into exclusive tourism areas. Historically, tourism enclaves have exploited local resources while providing little local economic benefit. The document outlines several proposed STZs in India and discusses how they will prioritize high-end tourism catering to global tourists through large resorts, malls, and amusement parks, rather than benefiting local communities. It argues STZs will further the inequitable impacts of enclavisation seen globally.
Mandarin Oriental's "Fan Campaign" has generated 400% returns since its inception.
Find out how does this advertising strategy helps generate extravagant revenues for Mandarin Oriental :)
Nature tourism – responsible travel to natural areas, which conserves the environment and improves the welfare of local people.
It is tourism based on the natural attractions of an area. Examples include birdwatching, photography, stargazing, camping, hiking, hunting, fishing, and visiting parks. These experiential tourists are interested in a diversity of natural and cultural resources. They want what is real, and they want to be immersed in a rich natural, cultural, or historical experience.
Couple camping, one of the many activities that can be enjoyed as a nature tourist.
From the standpoint of conservation, nature-based tourism provides incentives for local communities and landowners to conserve wildlife habitats upon which the industry depends – it promotes conservation by placing an increased value on remaining natural areas. As nature tourism becomes more important to the local economy, communities have additional incentive to conserve their remaining natural areas for wildlife and wildlife enthusiasts.
The nature-based tourism efforts in Texas will continue to focus on achieving habitat conservation by providing information and assistance to private landowners, communities, businesses, and local community leaders wishing to make nature-based tourism an integral part of their business and community. By empowering people at the local level, we hope to build and provide guidance to a growing industry that holds great promise for sustainable economic development and conservation of wildlife habitat.
Kerala is a state located on the southern tip of India known for its coastline, beaches, backwaters, ayurvedic treatments, and diverse cultural festivals. The state has a long history and was formed in 1956, with Thiruvananthapuram as its capital. Kerala has a literacy rate of 93.91%, the highest in India, and is also known for its cuisine featuring coconut, spices, seafood, and rice. Popular tourist destinations include beaches, hill stations, and cities like Kochi which attract visitors year-round with their natural beauty, culture, and heritage sites.
Kerala God's own country. Kerala tourism has countless colourful secrets waiting to be discovered. Choose from a wide range of out-of-the-ordinary Kerala tour packages with Caper for pure travel entertainment with complete peace of mind.
Kerela is a state located in southern India known as "God's Own Country" due to its unique geography and culture. The document provides an overview of Kerela's history, culture, festivals, dances, tourist attractions including backwaters, beaches and wildlife sanctuaries. It describes the state's economy based on agriculture, marine products and handicrafts. Popular tourist activities include ayurvedic treatments at luxury spas, boat races, local cuisine like banana chips and fish dishes. The document recommends visiting Kerela for its moderate climate, arts, festivals and natural beauty.
This document provides information about the Indian state of Kerala. It notes that Kerala has a population of over 31 million, with Thiruvananthapuram as its capital. Several classical dance forms originated in Kerala, with Kathakali being especially popular worldwide. The document also mentions that Kerala gave the world many inspiring figures and faces challenges with roads, while outlining future projects for the state.
The slide presentation starts with introduction to social media, types of social media, special reference to twitter is given, a short discussion on instagram, google plus and travel blogs is presented with examples
Kerala's tourism industry has grown significantly and is a major contributor to the state's economy, growing at 13.31% annually. Kerala is recognized as one of the top ten paradises in the world by National Geographic and has one of the highest brand recalls as a tourist destination. The state promotes ecologically sustainable tourism and was the only winner from India in the 2011 PATA Grand awards, recognizing its successful tourism programs and initiatives.
This document provides an overview of the early development of tourism in India. It discusses how tourism began with the Indus Valley Civilization through trade. It then outlines some of the major empires and rulers in India such as the Mauryan Empire, Gupta Empire, Pallavas, Cholas, Delhi Sultans, and Mughals and their contributions to developing tourism infrastructure such as roads, temples, mosques, and forts which attracted religious pilgrims and traders. The document highlights how different empires embraced and spread religions such as Hinduism, Buddhism, and Islam which increased pilgrimage tourism across India over the centuries.
This document provides an overview of Kerala, India. It discusses Kerala's 44 rivers, equable climate, long shoreline, hill stations, waterfalls, plantations, and festivals. Kerala has a high literacy rate of over 90% and is known for its coconut production, beaches, and misty hill stations. The state has three geographical regions - highlands with tea/coffee/spice plantations, midlands with crops like cashews and coconut, and lowlands used for paddy cultivation. Kerala experiences two monsoon seasons and has a tropical climate. It is considered one of India's most progressive states with high literacy, life expectancy, and low child mortality. The document outlines Kerala's rich cultural heritage, including various art
Digital Marketing Success for Travel and Tourism Websitestrainingaid
The document provides an outline and content for a digital marketing master class for travel and tourism websites. It discusses key topics such as developing a digital marketing strategy, focusing on goals and metrics, search engine optimization, content marketing, and using examples from successful travel brands. The presentation aims to provide travel professionals with best practices and strategies for optimizing their online presence and digital marketing efforts.
This document discusses the impact of social media on tourism. It introduces social media as a powerful tool for marketers due to internet, mobile technology, and smartphones. The objective is to understand social media's influence on tourism and how marketing activities impact the tourism industry. Some key platforms are identified as blogging, social networking, chat rooms, and video/photo sharing. Survey results and examples from India are provided on social media's role in tourism. Advantages include real-time communication and alternative advertising, while disadvantages include lack of control and potential damage from bad publicity. The conclusion states social media must be considered for promotional activities in the demanding tourism market.
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Kerala and Goa are the two prominent tourist destinations in India. These two states are similar in
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Kerala - Rated by the National Geographic Traveler as one of the ten paradises of the world. The State has enchanting hill stations, 600 Kms Shoreline with exotic beaches and extensive stretches of breath-taking backwaters.
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Creation of a Heritage Brand- God’s Own Country: A Study Subhajit Majumdar
The project deals with studying and analyzing the reasons for the recent growth of the tourism sector of the state of Kerala and providing suggestions for further improvements of the same
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Less Explored Destinations of Kerala - A Case of Bekal, Kasaragod Abdul Razak
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Kerala Tourism Marketing Strategies & Recommendations
1. Kerala Tourism
2009
Kerala
Tourism
Marketing Management
Sanil Subhash Chandra Bose
Date: 27/11/2009
http://www.iamaceo.com
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http://www.iamaceo.com
2. Kerala Tourism
2009
Table of contents
Title Pages
Case study Kerala Tourism 3
Market positioning of Kerala Tourism 3–4
SWOT analysis 4–5
Recommendations 5–6
Conclusion 6
Appendixes 7–8
References 8–9
Remarkable People 9
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3. Kerala Tourism
2009
Case Study Kerala tourism
Kerala, Gods own country is one of the favourite destinations for tourists in the world.
Kerala situated on the south-western part of India. It is famous for eco-tourism
initiatives and growing at a rate of 13.31%. Tourism industry is contributes US$2.86
billion in the year 2008, an increase of 14.84% over the previous year3. In the year
2008, 23.57% of total foreigners visited were from United Kingdom, France, and
Germany, USA accounts for 8.72%, 7.26% and 7.23% 4.
Kerala became “50 must see places in the lifetime to visit” (National Geographic
Travel 2004)2 and also awarded in “super brand award” for 101 strongest brands in
India by super brands India in the year 200711. The major attraction includes
beaches, backwaters, boat race, hill stations, wildlife, Ayurveda and culture. The art
forms of Kerala are embodiments of Kerala’s culture. Kerala Tourism bagged several
international, national & state awards which made “Kerala Tourism” a super brand in
tourism and hospitality4.
In recent time tourism is emerged as the major revenue generating business to
government of Kerala. This contributes significantly towards the growth of Kerala
state providing employability and overall productivity of the state. Tourism has
contributed almost 8% of the total employment directly and indirectly. The most
important turning point taken by Kerala state was the private-public partnership to
promote tourism in Kerala.
Market Positioning of Kerala tourism
Backwater is the major attraction of Kerala, however enjoying beaches with power
of Ayurvedha is the attraction which distinguishes Kerala tourism from Goa tourism.
The main attraction of Goa tourism is 125Km of coastal line is dotted with beaches,
rather than beaches Goa temples and Churches are major attractiveness. At the
same time Kerala has a coastline of 580Km. The other aspect of Kerala is the eco-
tourism initiatives by Kerala state in the year 2007. Kerala is now trying to brand the
medical tourism initiative which is very attractive because of efficient medical care
in Kerala. Loads of people from Maldives, neighbouring states like Lakshadweep are
coming to Kerala for better healthcare.
Another major initiative is the branding of traditional art forms like Kathakali,
Theyyam etc. This positioning gives more brand identity with the nearest competitor
Goa tourism which is one of the USP for Kerala Tourism. Boat race in the backwater
of Kerala is another distinguishable product for Kerala Tourism. Another major
offering in monsoon is the monsoon tourism.
It can be seen from the figure (figure 8) that number of tourist coming to Kerala is
more compared to Goa tourism in the case of foreigners and domestic tourists. It
can be seen that Kerala tourism is far ahead in the domestic market. There is a
decline in the number of foreign tourists arrived at Goa last year. This is due to the
social problems related to Goa. There were rape murder happened to some
foreigner who is only 15 years old. Another factor for the declining is the recession.
The majority of foreigners for both Kerala and Goa are from United Kingdom.
3
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4. Kerala Tourism
2009
Advertising innovation is the main criterion that distinguishes Kerala Tourism from Goa
tourism. Kerala tourism is doing innovative and vibrant advertising campaign in mass
media and also direct media up-to an extent.
Number of tourists Goa / Kerala
8000000
7000000
6000000
5000000
4000000
3000000
2000000
1000000
0
2007 Domestic 2007 Foreign 2008 Domestic 2008 Foreign
Goa Kerala
Figure 8
These are the different product offering of Kerala tourism.
Products and destinations
Major Beaches Kovalam, Varkala, Fort Kochi, Kappad
and Bakal
Major Wild Life Sanctuaries Thekkady, Parambikulam, Wayanad,
Silent Valley, Aralam, Peechi-Vazhani,
Chimani, Shenduruny, Idukki, Chinnar,
Peppara, Neyyar
Bird Santuaries Thattekad, Kumarakom
Hill Stations Ponmudi, Peerumade, Thekkady,
Munnar and Wayanad
Art Forms Kadhakali, Koodiyattom, Kalarippayattu,
Mohinivattom, Koodiyattom,
Kalaripayattu, Mohiniyattam,
Chakkiyarkootu
SWOT analysis
Strengths
• State is well known for smooth law and order11
• One of the ten paradise and top 50 places to be visited in lifetime by National
4
geographic traveller11
Page
• Innovative branding and positioning
http://www.iamaceo.com
5. Kerala Tourism
2009
• Variety of product and services (monsoon tourism, medical tourism, culture
and arts, houseboats, backwaters, beaches, wildlife sanctuaries etc)
• Highly reputable, bagged various national and international awards
• Kerala, India’s most advanced society with full literacy
• High life expectancy
• Excellent quality of life
• Eco-tourism initiatives
Weaknesses
• Inadequate infrastructure to match expectation
• Provisional airline policies by Govt of India
• Restrictive coastal regulation zone
• Lack of efficient waste management system
• Lack of regulatory mechanism for sustainable development
• Shortage of funds for tourism expansion
• Exploitation of tourists (overcharging for services)
Opportunities
• Lot of unused prospective on heritage tourism, medical tourism and
pilgrimage tourism
• Good brand image of “Gods own country”
• Accessibility of quality human resource
• Employability in tourism and related areas
Threats
• Growth of tourism may lead to pollution problem, ecological hazards etc
• Over emphasis may lead to recession in the period of downturn
• Growth of Goa tourism with diverse offerings
• Problems with natural calamities like Tsunami
Recommendations
Kerala tourism is focussed more towards mass media advertisements and PR
activities which in a way effective. But to make use of the direct marketing
techniques the customer retention, customer satisfaction can be achieved which is
the one and only solution to compete with national competitor Goa tourism and
international competitor Malaysian tourism. At the same time mass marketing is the
essential part to market tourism.
1) Use the word of mouth marketing effectively
This can be done by sending monthly newsletter to the customers who enjoyed
beauty of Kerala and subscribed opt-in email. Design the newsletter with photos
and small description of latest photos of major events, cultural festivals etc. There
is a high chance to refer their friends or relatives about Kerala Tourism by the
people who visited Kerala tourism destinations.
5
Page
2) Installation of Bluetooth kiosks and hotspots
http://www.iamaceo.com
6. Kerala Tourism
2009
The idea is to give options for the user’s to download content from the kiosk. The
tourism content included mobile wallpapers, mobile themes, viral videos etc. This
can be either a replaceable kiosk or permanent one installed in major malls,
airports etc.
3) Design “Kerala theme” based contests
Domestic market is major revenue generating market for tourism in Kerala;
blended direct and indirect marketing method can be applied to tap the
market. The best way is to announce an all India contest where the winner will
get chance to visit and enjoy selected tourism destinations. The participating
people should do blogging, photo blogging, twitter updates on the fly. Voting
and rating can be done by the people to select the winner. This will have a
multiplier effect on the brand and also sales will increase. The same contest can
be applied to European countries also as Europe is one of the major foreign
exchange contributor.
4) Inline international movie promotions
This is one of the area which has be concentrate more by Kerala tourism, Kerala
tourism partnered with Ram Gopal varma for a bollywood film called Nishabd10.
But it is advisable to do such kind of promotions in Hollywood movies also.
5) Marketing brochures in flights
Kerala tourism had partnered with Indian Airlines and distributed Kerala cuisine
and celebrated “Festival of Kerala”. It would be advisable to distribute brochures
and digital contents in major Airlines in Europe and India.
6) Mobile application for tourists
Identifying the potential of mobile, it is better to develop free mobile application
for all tourists who are coming into Kerala. This is in a way viral marketing; the
application can be integrated with free maps and some viral games which
promote services of Kerala tourism. If the game is addictive the tourists will
distribute the applications to their friends and relatives.
Conclusion
Kerala tourism is one of the “super brand” in the world for tourism. But they are
currently focussing more on mass media tools even they are using the tool
effectively. As majority of the revenues are from domestic Indian market, direct
media should be used effectively for brand building and sales as direct marketing is
very cost effective compared to mass media. One of the cheap and cost effective
methods is the power of newsletter; this will in-turn adds up sales because of the
“word of mouth” marketing by the tourists. Medical tourism is one of the major areas
which need to be branded a lot. KIMS along with Kerala tourism is trying to identify
the market, direct marketing and social media are effective media for marketing
health care.
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7. Kerala Tourism
2009
Appendixes
Source: Kerala tourism Statistics 2008 http://www.keralatourism.org figure 9
Current communication strategies of Kerala Tourism
Kerala Tourism is currently concentrating more on indirect medium like TV,
newspaper and internet6 (11th planning commission). Currently promotion is carrying
out through two schemes.
1) Domestic promotion and publicity
2) Foreign promotion and publicity
7
It is evident from the graph above (figure 9) that domestic market contribute
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majority to the tourism industry. With that growth 11th planning commission are also
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8. Kerala Tourism
2009
allows state government to do 2 local events / festivals and 2 major national events.
The current marketing strategies of Kerala Tourism include event based promotions,
mass media promotions, social media marketing, road shows, consumer shows,
mobile marketing, internet & digital campaigns, inline movies and series ads and
private partnered campaigns. Moreover they offer toll free numbers for enquiries,
mobile web and fully fledged websites.
1) Event based campaigns
The event based campaigns promote the brand “Kerala Tourism” and tagline
“Gods own country”. According to 11th planning commission government is
spending US$ 12K for single local event and US$ 24K for national events.
• Kerala travel mart
• Indian international boat shows
• Mystics of Malabar
• Nishagandi dance and music festivals (Onam, Christmas, Ramsan etc)
• Theme state in Dubai Shopping Festival in year 2004
• Kerala’s initiatives in promoting South India
• Participation in international and national tourism marts
• World travel mart London
• International road shows7
2) Mass media campaigns
Kerala tourism is currently focussing more towards mass media campaigns to
build the brand. Strong media presences are there in major print medium and
TV medium to cater domestic market.
• TV campaigns
• Print campaigns
• Inline movie campaigns
• Advertising film for Kerala Tourism
• Internet promotion (Youtube, mobile WAP, SEM)
• MoU with flying players
• Partnering with private players
• Promotion of digital videos and DVD
Social media marketing8 is the latest adoption of Kerala tourism in the financial year
2009. Identifying the penetration of social networks and internet strategic promotions
has been started since last year. Partnering with JetAirways, Kerala tourism
announced a tour package couple with air tickets. The main promotion of the
jet2kerala was done through twitter. The campaign was able to generate 15% of the
sales thorough twitter campaign itself.
Another major marketing strategy is the tie ups of Kerala tourism with private
agencies to promote tourism. Kerala tourism will give affiliation to private companies
which satisfy quality standards. For instance the tie-up with Club Mahindra Holidays is
a typical example for successful promotion strategy. So the private agencies will
promote their products and services backing Kerala tourism brand.
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References
1) http://fama2.us.es:8080/turismo/turismonet1/economia%20del%20turismo/economia%20
del%20turismo/TOURISM%20INDUSTRY%20IN%20KERALA%20INDIA.PDF page 11
2) http://www.facebook.com/note.php?note_id=133666534290
3) http://www.keralatourism.org/tourismstatistics/Tourist-Statistics2008.pdf
4) http://www.keralatourism.org/awards.php
5) http://www.keralatourism.org/touriststatistics.php
6) Report of working group on tourism 11th FIVE YEAR PLAN 2007 – 2012
http://planningcommission.gov.in/aboutus/committee/wrkgrp11/wg11_tourism.pdf
7) http://www.keralatourism.org/roadshow/index-internationalfair.html
8) http://www.expressbuzz.com/edition/story.aspx?title=Kerala%20Tourism%20to%20rely%20
on%20social%20media%20marketing&artid=6JoGswOCXKM=&type=
9) http://www.keralatourism.org/jetairways/index.php
10) http://www.expressindia.com/news/fullstory.php?newsid=67279
11) Tourism Vision 2025 http://www.kerala.gov.in/keralacallingoct/tourism2.pdf
12) Super brand award for Kerala Tourism
http://www.superbrandsindia.com/images/superbrands_book_2007/Kerala%20Tourism.pdf
13) Goa tourism statistics http://www.goatourism.gov.in/About DOT/Statistics.htm
Remarkable People
1. Roy Mathew Director, Stark Communication (Marketing partner, Kerala Tourism)
2. Prem Mathew Business Development Manager, Stark Communication (Marketing Partner,
Kerala Tourism)
3. Kenney Jacob CEO, Ayruz Web Holdings (Digital marketing Partner, Kerala Tourism)
4. Anand Subramanian COO, Ayruz Web Holdings (Digital marketing Partner, Kerala Tourism)
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