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    Group Members: Kerla Tourism - Branding A Tourist Destination

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    princeramji90
    The document discusses Kerala's efforts to brand itself as a tourist destination in India. It outlines Kerala's history of promoting tourism starting in the 1990s through initiatives like the Kerala Travel Mart and adopting the tagline "God's Own Country". The branding efforts helped increase tourist arrivals from 69,000 in 1991 to 0.21 million in 2000. The document also discusses Kerala's strengths like its natural environment and eco-tourism initiatives, and weaknesses like inadequate infrastructure. It proposes a brand vision and uses models like the 7Ps, SWOT analysis, and CBBE model to develop Kerala's brand identity and positioning as a premier tourist destination in India.

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    Group Members: Kerla Tourism - Branding A Tourist Destination

    Uploaded by

    princeramji90
    123 views27 pages
    The document discusses Kerala's efforts to brand itself as a tourist destination in India. It outlines Kerala's history of promoting tourism starting in the 1990s through initiatives like the Kerala Travel Mart and adopting the tagline "God's Own Country". The branding efforts helped increase tourist arrivals from 69,000 in 1991 to 0.21 million in 2000. The document also discusses Kerala's strengths like its natural environment and eco-tourism initiatives, and weaknesses like inadequate infrastructure. It proposes a brand vision and uses models like the 7Ps, SWOT analysis, and CBBE model to develop Kerala's brand identity and positioning as a premier tourist destination in India.

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    27447696 Branding Kerla Tourism

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    The document discusses Kerala's efforts to brand itself as a tourist destination in India. It outlines Kerala's history of promoting tourism starting in the 1990s through initiatives like the Kerala Travel Mart and adopting the tagline "God's Own Country". The branding efforts helped increase tourist arrivals from 69,000 in 1991 to 0.21 million in 2000. The document also discusses Kerala's strengths like its natural environment and eco-tourism initiatives, and weaknesses like inadequate infrastructure. It proposes a brand vision and uses models like the 7Ps, SWOT analysis, and CBBE model to develop Kerala's brand identity and positioning as a premier tourist destination in India.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    123 views27 pages

    Group Members: Kerla Tourism - Branding A Tourist Destination

    Uploaded by

    princeramji90
    The document discusses Kerala's efforts to brand itself as a tourist destination in India. It outlines Kerala's history of promoting tourism starting in the 1990s through initiatives like the Kerala Travel Mart and adopting the tagline "God's Own Country". The branding efforts helped increase tourist arrivals from 69,000 in 1991 to 0.21 million in 2000. The document also discusses Kerala's strengths like its natural environment and eco-tourism initiatives, and weaknesses like inadequate infrastructure. It proposes a brand vision and uses models like the 7Ps, SWOT analysis, and CBBE model to develop Kerala's brand identity and positioning as a premier tourist destination in India.

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    KERLA TOURISM - BRANDING A TOURIST DESTINATION

    GROUP MEMBERS
    ABHISHEK BHOOPENDRA CHANDAN NIPUN PALLAVI SAURABH SUDEEP 03A 13A 14A 30A 31A 44A 52A

    ABOUT DESTINATION BRANDING

    Global village World Tourism Organisation (WTO) and World Travel and Tourism Council (WTTC) Malaysia - Malaysia-Truly Asia Thailand - Amazing Thailand 1998 WTO report on top 20 tourist destination- France topped and Thailand 20th

    August 23, 2012

    KERALA TOURISM

    INDIAN TOURISM INDUSTRY - PROBLEM APLENTY

    1982- National Policy on Tourism 1988- National Committee on Tourism 2000- Travel and Tourism Industry accounted 5.6% of Indias GDP, 5.8% of total employment and 10.8% of total exports. By the year end 2.4 million international arrivals but 0.4% of world travel, ranked 43rd in the world. Budgetary allocation only 1% of total public spending but global average 6.8%. Recommended to spend 4.9% at least of GDP. Lack of infrastructure, aviation, accommodation and high taxation (world highest- WTTC) Visa policy - policy of reciprocity

    August 23, 2012

    KERALA TOURISM

    MARKETING INDIA

    Advertisement campaign in 1997 - New York based Oasis advertisement agency made Eternally Yours One billion people. One thousand languages. Many travelers to India claim to experience reincarnation. They come back as human beings. Only one country can change the way you see the whole world. Looking for Spirituality

    August 23, 2012

    KERALA TOURISM

    KERALA-THE PLACE PROMOTION PIONEER IN INDIA


    Marketing attraction like Lagoons, Lake, Backwaters, Bathhouses and 600km coastline, Hill Stations, Waterfalls, Western Ghats, Kathakali, Boat Races and Ayurveda. 1995-Bekal Resort Development Corporation (BRDC) 2000-Kerla Travel Mart Society (KTMS) organised Kerala Travel Mart2000 (KTM-2000), promotional campaign at International Convention Center, Kochi and adapted tag line GODS OWN COUNTRY KTM-2002, state participation in ITB-Berlin and WTM-London Kerala first sate - Tourism Conservation, Preservation and Trade Bill to regulate tourism activity in state. Increase in tourist from 69,000 in 1991 to 0.21 million in 2000, domestic 5 million Santosh Shivan for advertisement campaign, M.F. Hussain and Yusuf Arakkal as brand ambassadors MOU with Indian Airlines and Indian Railway and association with United India Insurance Ltd.

    August 23, 2012

    KERALA TOURISM

    KERALA EXPERIENCES

    August 23, 2012

    KERALA TOURISM

    TRAVELLING TOWARDS THE FUTURE

    2002 - cross promotional deal with Maharastra, agreement with IBP Tourism Vision 2025 Global Investor Meet (GIM) at Kochi in 2003for huge foreign investment MOU with SFC group, Abu Dhabi and Leela group, Mumbai.

    August 23, 2012

    KERALA TOURISM

    7 Ps

    Product :- commoditization of service Price :- tax, sensory experience Place :- geographic location, Promotion :- media elements, customer service, publicity/PR Physical Evidence: all tangibles in Kerala Process :- Contact personnel, value chain components People : Guide, Management, culture

    August 23, 2012

    KERALA TOURISM

    SWOT ANALYSIS
    Strengths Eco-tourism initiative Natural environment Smooth law and order Innovative branding and positioning Varieties of products and services Advanced society and full literacy Bagged so many international awards weaknesses Inadequate infrastructure to match expectation Taxation policy of Govt. of India Restrictive coastal regulation zone Shortage of funds and lack of efficient waste disposal mechanism Provisional airlines policy of Govt. of India
    9

    August 23, 2012

    KERALA TOURISM

    Cont
    Opportunities Lots of unused prospective on heritage tourism, hotel tourism and pilgrims tourism Employability in tourism and related areas Threats Growth of tourism may lead to pollution and ecological hazard problem Competitors tourism growth .. Goa tourism, other national & International Natural calamities

    August 23, 2012

    KERALA TOURISM

    10

    TOURIST BEHAVIOR

    Low search quality but high experience and credence quality, so evaluation by consumers are difficult to make. Hierarchy of need

    August 23, 2012

    KERALA TOURISM

    11

    BRAND VISION

    To make Kerala Gods own country, an upmarket high quality tourist destination through rational utilization 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 socioeconomic development and environmental protection of the state.

    August 23, 2012

    KERALA TOURISM

    12

    MENTAL MAP

    Ayurveda
    cuisines Heritage

    festivals

    Mental map

    Environ ment Back waters

    Wild life boating

    August 23, 2012

    KERALA TOURISM

    13

    CORE BRAND VALUE

    Ayurveda Environment Heritage Festivals/Culture Image Serenity

    August 23, 2012

    KERALA TOURISM

    14

    BRAND MANTRA

    Emotional modifier

    Descriptive modifier

    Brand function

    Serenity

    Attractions

    Experience

    August 23, 2012

    KERALA TOURISM

    15

    Aakers five levels of customer attitude

    Customer values the brand and sees it as a friend. 4th level

    August 23, 2012

    KERALA TOURISM

    16

    CBBE MODEL

    August 23, 2012

    KERALA TOURISM

    17

    SALIENCE DIMENSIONS

    o o o o o o

    Depth of Brand Awareness: Campaign Gods own country Print ads Logo Breadth of Brand Awareness: Various packages Medical treatments Leisure and recreation

    August 23, 2012

    KERALA TOURISM

    18

    PERFORMANCE DIMENSIONS

    Well developed and clean environment Good hospitality Medical treatments Ayurveda/Spas Insurance Promotion by Govt. Conservation of Natural environment and Heritage

    August 23, 2012

    KERALA TOURISM

    19

    IMAGERY DIMENSIONS

    o o o o o o

    Psychographic : Leisure tourists/travelers in search of serenity Influenced by word of mouth, Campaigns, Advertisements, Print ads. Purchase and Usage Situations: Travel agents, transportation service, accommodation services, Internet offerings. Personality and Values: Excitement History, Heritage and Experience: Nostalgia Memories

    August 23, 2012

    KERALA TOURISM

    20

    JUDGMENT DIMENSIONS

    Brand quality o Satisfaction Brand credibility Expertise Trustworthiness Likability Brand consideration Relevance Brand superiority Differentiation

    August 23, 2012

    KERALA TOURISM

    21

    FEELINGS DIMENSIONS

    Warmth Fun Excitement Security Social approval Self-respect

    August 23, 2012

    KERALA TOURISM

    22

    RESONANCE DIMENSION

    Positive word of mouth Proud of Brand Share experiences

    August 23, 2012

    KERALA TOURISM

    23

    BRAND ELEMENTS

    August 23, 2012

    KERALA TOURISM

    24

    POP AND POD

    POP

    POD

    Category

    Services related to tourism

    Image

    Brand

    August 23, 2012

    KERALA TOURISM

    25

    BAV POWERGRID

    August 23, 2012

    KERALA TOURISM

    26

    PACK YOUR LUGGAGE EMPIans

    August 23, 2012

    KERALA TOURISM

    27

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