PROMOTION OF
KERALA TOURISM
IN
INTERNATIONAL MARKET
Thesis submitted For the Degree of
Doctor of Philosophy
In
Management Studies
BY
Enrollment No:
Under supervision of
To
Indian School of Business Management
JUNE 2019
1.1
INTRODUCTION
Kerala, a state situated on the tropical Malabar
Coast of southwestern India, is one of the most popular tourist destinations in the
country. Named as one of the ten paradises of the world by National Geographic Traveler,
Kerala is famous especially for its ecotourism
initiatives. Its unique culture and traditions, coupled with its varied demography, have made Kerala one of the most
popular tourist destinations in the world. Growing at a rate of 13.31%, the
tourism industry is a major contributor to the state's
economy.
Until the early
1980s, Kerala was a relatively unknown destination, with most tourism circuits
concentrated around the north of the country. Aggressive marketing campaigns
launched by the Kerala Tourism Development
Corporation—the government agency that oversees tourism prospects of the
state—laid the foundation for the growth of the tourism industry. In the
decades that followed, Kerala Tourism was able to transform itself into one of
the niche holiday destinations in India. The tag line Kerala- God's Own Country was adopted in
its tourism promotions and became a global superbrand.
Kerala is regarded as one of the destinations with the highest brand recall. In
2010, Kerala attracted 0.66 million foreign tourist arrivals.
Kerala is an
established destination for both domestic as well as foreign tourists. Kerala
is well known for her beaches, backwaters, mountain ranges and wildlife
sanctuaries. Other popular attractions in the state include the beaches
at Kovalam, Kappad, Cherai and Varkala;
backwater tourism and lake resorts around Vembanad
Lake, Kumarakom
and Alapuzha;
hill stations and resorts at Munnar, Wayanad, Nelliampathi, Vagamon and Ponmudi; and
national parks and wildlife sanctuaries at Periyar and Eravikulam National Park. The "backwaters"
region—an extensive network of interlocking rivers, lakes, and canals that
centre on Alleppey,
Kumarakom,
and Punnamada—also
see heavy tourist traffic. Heritage sites, such as the Padmanabhapuram Palace, Hill Palace,
and Mattancherry Palace, are also visited. The city
of Kochi ranks
first in the total number of international and domestic tourists in Kerala. To
further promote tourism in Kerala, the Grand Kerala Shopping Festival was
started by the Government of Kerala in 2007. Since then it
has been held every year during the December–January period.
The state's
tourism agenda promotes ecologically sustained tourism, which focuses on the local
culture, wilderness adventures, volunteering and personal growth of the local
population. Efforts are taken to minimise the adverse effects of traditional
tourism on the natural environment, and enhance the cultural integrity of local
people.
1.2
SCOPE
OF STUDY
- Study
the scope of tourism development in Kerala
- Understand the factors affecting tourism
development in Kerala
- Study the future of tourism development in
Kerala
- Understand the opportunity in Kerala for
development of tourism
1.1
METHODOLOGY
Data Collection
Data collection
for this study will be done through both primary and secondary data collection.
Primary Data Collection
Data will be
collected directly from the customers in Kerala region through,
Ø Direct
Interviews
Ø Tele
calls
Ø E-mails
A population of 100
potential customers are selected for the primary data collection of this study.
Secondary Data Collection
Apart
from primary data, the secondary collection is also required for the study, It
will be done by collecting the information from the various sources like
Brochures, Websites etc.. of Kerala. Here, we get the details regarding the
rates, services etc. of both the terminals.
Population
The
selected population for this study is the potential customers in Cochin region.
Tools for data collection
Ø Questionnaire
Ø Direct
Interviews
Ø Telecalls
Tools for data Analysis
Ø Microsoft
Excel
1.2
LIMITATION
OF STUDY
·
This study covers only
the Cochin. But for such study other areas to be cover for a clear data.
·
Some data required for
a complete study is confidential so it is difficult to get it from the source.
·
Time limitation is
another parameter for a vast study.
·
Some customers refuse
to give proper data so the chance of bias in the data is there.
CONCLUSION
Kerala is famous especially for its ecotourism
initiatives. Its unique culture
and traditions, coupled with its
varied demography,
have made Kerala one of the most popular tourist destinations in the world.
Growing at a rate of 13.31%, the tourism industry is a major contributor to the
state's economy. Until the early 1980s, Kerala was a
relatively unknown destination, with most tourism circuits concentrated around
the north of the country. Aggressive marketing campaigns launched by the Kerala Tourism
Development Corporation—the government
agency that oversees tourism prospects of the state—laid the foundation for the
growth of the tourism industry. Kerala is an established destination for both
domestic as well as foreign tourists. Kerala is well known for her beaches,
backwaters, mountain ranges and wildlife sanctuaries. Other popular attractions
in the state include the beaches
at Kovalam,
Kappad,
Cherai
and
Varkala;
backwater tourism and lake resorts around Vembanad
Lake, Kumarakom
and Alapuzha;
hill stations and resorts at Munnar,
Wayanad,
Nelliampathi,
Vagamon
and Ponmudi;
and national parks and wildlife sanctuaries at Periyar
and Eravikulam National Park.
The "backwaters"
region—an extensive network of interlocking rivers, lakes, and canals that
centre on Alleppey,
Kumarakom,
and Punnamada—also
see heavy tourist traffic. Heritage sites, such as the Padmanabhapuram Palace,
Hill Palace,
and Mattancherry Palace,
are also visited. The city of Kochi
ranks first in the total number of international and domestic tourists in
Kerala.
Since its incorporation as a state,
Kerala's economy largely operated under welfare-based
democratic socialist
principles. This mode of development, though it resulted in a high Human Development Index
and standard of living
among the people, led to an economic stagnation
in the 1980s (growth rate of 2.3% annually).
By 1986,
tourism had gained an industry status. Kerala Tourism subsequently adopted the
tagline God's Own Country in its advertisement campaigns. Aggressive
promotion in print and electronic media were able to invite a sizable
investment in the hospitality industry. By the early 2000s, tourism had grown
into a full–fledged, multi-billion dollar industry in the state. The state was
able to carve a niche for itself in the world tourism industry, thus becoming
one of the places with the "highest brand recall". In 2003, Kerala, a
hitherto unknown tourism destination, became the fastest growing tourism
destination in the world. Today, growing at a rate of 13.31%, Kerala is one of
the most visited tourism destinations in India.
Medical
tourism, promoted by traditional systems of medicine like Ayurveda and Siddha, is widely
popular in the state, and draws increasing numbers of tourists. A combination
of many factors has led to the increase in popularity of medical tourism: high
costs of healthcare in industrialised nations, ease and affordability of
international travel, improving technology and standards of care.
However,
rampant recent growth in this sector has made the government apprehensive. The
government is now considering introduction of a grading system which would
grade hospitals and clinics, thus helping tourists in selecting one for their
treatments
Kerala is also
known for the many events conducted by the Ministry of Tourism for tourist
attractions. Kochi-Muziris Biennale, the first Biennale
in India was conducted in Kochi from 12 December 2012 till 13 March 2013.The
government contributed about 12-150 million on the event. An International
Coir Fest is conducted annually that is aimed at developing the coir industry
of Kerala and tourism.
With increasing
threats posed by global warming and changing weather patterns, it is
feared that much of Kerala's low–lying areas might be susceptible to beach
erosion and coastal flooding. The differing monsoon patterns also suggest
possible tropical cyclones in the future.
FOR FULL REPORT CONTACT
DR.
PRASANTH BE BBA MBA PH.D. MOBILE / WHATSAPP: +91 9924764558 OR +91 9447965521
EMAIL: prasanththampi1975@gmail.com WEBSITE: www.casestudyandprojectreports.com
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