Kerala Tourism - Branding a Tourist Destination
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Case Details:
Case Code : MKTG047
Case Length : 15 Pages
Period : 1990 - 2002
Pub Date : 2003
Teaching Note :Not Available
Organization : Kerala Tourism Ministry
Industry : Tourism
Countries : India
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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God's Own Country Contd...
However, the above facts were not something India could claim to be proud of. The country has a plethora of tourism attractions such as historical monuments, rich and varied cultural heritage, palaces, deserts, highest mountains, coastline, tropical forests, beaches and religious places (among others) that should have ideally attracted tourists in hordes.
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Though many other states, such as Goa and Rajasthan, and places such as Agra, Khajuraho and Kanyakumari, were famous all over the world, India did not feature anywhere in the top tourist destinations of the world.
While Hong Kong and China generated US $7.2 billion and US$ 4.1 billion respectively through tourism, India earned only $3 billion in 2001. Kerala's efforts thus came to be seen as a welcome development, prompting industry observers to observe that perhaps other states would follow suit and give a boost to the country's hitherto 'lacklustre'travel and tourism industry.
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About Destination Branding
Tourism has always been one of the popular modes of recreation for mankind. Instances of people traveling to places other than their home towns or state or country to take a break from their routine lives have been common since centuries.
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Places and countries like Switzerland, the Hawaiian
islands, Los Angeles, Las Vegas, California, the British Isles, Paris,
Tokyo, Italy, Cairo, London, South Africa, Bali and Maldives have been
some of the most popular destinations for tourists across the world due
to their natural grandeur or historical significance.
People from the US and Europe particularly France and Germany have accounted for the majority of the tourist population at the above destinations.
These tourists were willing to spend a considerable amount of money holidaying at their favorite destinations. |
As the 'global village'became a reality and a larger number of tourist destinations became easily reachable, the travel and tourism industry became one of the world's largest generators of wealth and employment. The governments of many countries realizing that tourism promised a great opportunity for wealth creation...
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