Gujarat Tourism A Case Study

Ambaji and Dwarka are the most important tourist destinations – they alone account for over 30% of the total tourist flow in the state • Almost 80% of tourists in Gujarat are from within the state itself – this in effect implies that the demand for tourism products in the state is likely to remain highly stable without ever getting adversely affected by events outside the state or country • Amitabh Bachchan is the Brand Ambassador for Gujarat Tourism • Almost 2% of tourists in Gujarat are international tourists (higher than the 1% figure for India) – moreover.Tourism in Gujarat: Facts and Figures • Total tourist number for Gujarat almost touched 16 million tourists in 2008. compared to less than 8 million in 2004. the point to be observed here is that international tourist arrivals to Gujarat is growing at a CAGR of over 45% • The total flow of tourist during the year 2006 – 07 was 12. Growth of 18. With a number of more than 2 Lacs foreign tourists in 2006-07 and around 1.5% was observed in the tourist flow from foreign countries during 2006-07. thus growing at a CAGR of about 20% (much higher compared to 11% growth in tourist numbers for India) • International tourists arrivals to Gujarat grew at a much higher CAGR of over 45% during the same period • Ahmedabad. .75 Lacs in 2005-06.34 million and recorded a growth of 15% over the previous year.

This untapped resource can be motivated to become prospective tourists and investors in this sector and the GDP level can be improved considerably.8% and it is targeted to reach 6% in the next decade. Event Based Tourism. . Tourist Circuits and Innovative Marketing and Promotional Tools. If this can be retargeted to reach 10% an additional 1. A majority of the 2 crore NRIs. The government of Gujarat has unveiled a tourism promotion strategy which consists of the following methodologies: • • • • • • • • Event Based Tourism Tourist Circuits Infrastructure development Innovative Marketing and Promotional Tools Human Resource Development Private Participation Facilitating Govt.2 crore jobs can be created.Scope and Targets: The current world tourism contribution to GDP is 11%. are Gujaratis who are prosperous as professionals and traders. The current Indian tourism contribution to GDP is 1. Policies to ensure rapid Growth Active Participation of District Administration In this project an attempt will be made to analyze three of these methodologies viz.

llayangllayanghave come from Indonesia. Since 1989. master kite makers from Malaysia have brought their wau-balang kites. and the latest high-tech modern wonders. A kite museum has been set up in Ahmedabad where kites from various parts of the world are displayed. from windsocs and spinsocs to hand-painted artistic kites. In past years. kite innovators from the USA have arrived with giant banner kites.Event Based Tourism In order to promote tourism in the state special fairs and events shall be organized. Chinese flying dragons. bringing master kite makers and flyers from all over the world to demonstrate their unique creations and wow the crowds with highly unusual kites. Some of these are: Utsav: The International Kite Festival: The kite flying festival on Makar Sankranti day in the month of January is a riot of colours with colouful kites soaring the skies of Gujarat in varied shapes and sizes. Gujarat government gives this festival a high priority and invites people from all over the world to participate. the city of Ahmedabad has hosted the International Kite Festival as part of the official celebration of Uttarayan. from box kites to high-speed sport kites. A master kite maker and famous kite flyer Rasulbhai Rahimbhai of Ahmedabad trains of up to 500 kites on a single string have come to be a classic attraction. Almost every known variety of kite can be seen in the skies over Sardar Patel Stadium in Ahmedabad. and Japanese rokkaku fighting kites have shared the skies with Italian sculptural kites. Navratri: .

Booking of tickets and planning the itinerary has become easier through the online service. two singers from Vadnagar who were Naagar sisters. Under the Vibrant Gujarat label. It is said that . singing and narrating legends of times bygone. The three day festival of Uttarardh Mahotsavis is organized by the Tourism Corporation of Gujarat Limited (TCGL). This peerless temple space acts as a grandiose backdrop for the vibrant expression of dancers and aesthetical ethnicity of the country. Tana Riri Festival: Tana Riri festival honours the story of Tana and Riri. This is a festival dedicated to the Mother Goddess celebrated by Gujaratis all over the world.Come Navratri nine nights of fun frolic and fiesta wherein young girls and boys in their most colorful traditional attire dance to the rhythms of drums and dandiyas. Dance troupes and performers from all regions of the nation bring along a panorama of varied dance forms and styles. is an architectural marvel. interlaced with the essence of their origins. Moreover Navratri is branded as the World’s largest dance festival and is also promoted through the incredible India campaign. to venerate and celebrate the inherited treasure of performing arts of the country. The performers blend in the ambience and bring life to the sandstone figurines carved on the edifice of the temple. the government of Gujarat holds giant Garba celebrations at various locations every year. Modhera Dance Festival: Modhera. the temple of the Sun narrating the history and grandeur of its patrons. the Solankis. Moreover tourism packages have been exclusively designed for the Navratri season.

Knowing that only hearing the pure rendering of the Megh Malhar Raag.the famous court musician of Emperor Akbar. Rann Utsav This three to four day carnival organized at the various locales within Kutch takes one around the natural grandiose while introducing the visitor to the indigenous cultural and ethnical flavor of the people. While an array of folk music and dance performances organized in the shimmering moonlit landscape provides the most enchanting experience. fervor and flamboyancy while the organized tour around Kutch is an ideal occasion to be part of the region and experience the zeal and uniqueness of the people. Inspired by this quality of singing. sang Deepak Raag so fervently that the unlit lamps were lit and he was affected with a burning fever. The tourism authorities of Gujarat organize events in Kutch to showcase the rich culture of this district. these two sisters immolated themselves at Vadnagar. Tansen. Semi parched Grasslands of the Banni hosts the most magnificent display of vernacular architecture as the exhibition platform for the varied range of arts and crafts of the region. he headed for Vadnagar where Tana and Riri sang for him and brought him back to health. rather than refusing or disobeying Akbar’s summon. one of the largest in India. Akbar summoned them to his court but owing to the conservative norms of the community and society. A samadhi is created in Vadnagar called Tana Riri Samadhi and the annual classical music festival is held near this Samadhi The Government arranges a special one day tour which includes a heritage walk of Vadnagar and a Classical music concert. The colorful fairs held near the beach or the banks of a lake swings one with the spirit of festivity. This Mahotsava under the tutelage of Vibrant Gujarat has been a unique opportunity for people around the world to visit Kutch and experience the true flavor of the region. .

Private participation and adequate planned investment will make these projects viable propositions and can attract international tourists. Black Bucks of Velavdar . Health Tourism: Gujarat with its high-tech medical facilities and highly qualified medical professionals is fast becoming an important player in Health Tourism. Competitive rates and timely medical attention and five star facilities at polytreatment group hospitals have been regular attractions for NRIs from across the globe. .Beach and Adventure Centric Tourism: The vast potential of 1600 Kms coastline in Gujarat offers excellent potential for tourism development. Good safe eco-friendly accommodation with five star facilities and security arrangements will be other important aspects required along these beaches. These are promoted through various exhibitions in India and abroad. Indian Bustard and other animals. Health tourism shall also be encouraged with special emphasis on Naturopathy.The wild life tourism of Gujarat also has attractions like the only wild Ass sanctuary at Little Rann of Kutch. The policy proposes to identify 9 different beaches in Gujarat and work out detailed action plan for the development of these beaches to attract tourists. Birds across the seas regularly visit to nest in Gujarat at Nalsarovar and Kutch. Water sports of all varieties will be encouraged at these beaches and a clean environment. sloth bear. Yoga and other indigenous therapies. leopards. The Lion Sanctuary: Gujarat is the only home of the Asiatic Lion .

Flamingoes. The Policy envisages an improvement in the tourist traffic of wild life enthusiasts and ornithologists by providing adequate infrastructure and accommodation which is suitable at various forests and deserts. the Ambaji T emple and the Pavagadh temple dedicated to Mother Goddess Ambaji are finest examples of Hindu religion. Special package tours can be arranged by private tourist operators with adequate and active support from the government to promote this circuit. In all its advertising campaigns. The Jains have their own pilgrim centers with exquisite architecture and sculpture. the Lion Sanctuary has been a focal point. Recent excavations at Dholavira in Kutch and Lothal near Ahmedabad. offerings and oblations. The Somnath Temple with one of the 12 Jyotirlings. The tourism policy proposes to develop these sites as tourist destinations. The religious fervour and piety can be found in the temples at Dwarka dedicated to Lord Krishna. The numerous temples at Palitana and the Hutheesinh temple in Ahmedabad are fine examples of Jain architecture. The desert safaris of Kutch are a tourist attraction already and further improvements are to be promoted and implemented. Pelicans and Falcons.The Policy aims to preserve and maintain these places of worship and . Pre-historic Tourism: A rich civilization once existed on the banks of river Indus called the Indus Valley Civilization. Guided tours have been made available by the government. showcase the rich socio-cultural heritage of our ancestors.The important species that visit are the Siberian Crane. Religious Tourism: The spiritually inclined Gujaratis have always worshipped their Gods and Goddessess with regular pilgrimages.

Saurashtra circuit. North Gujarat circuit. . Kutch circuit.develop religious tourism as a major promotional campaign. of India has been adopted to develop and promote tourist circuits. Special events on festive occassions are to be organized at Somnath and Dwaraka to attract tourists. Central Gujarat circuit. Circuit Tourism: A focused approach along the guidelines of Govt. and South Gujarat circuit have been chosen as the important circuits and all promotional and infrastructural facilities will be developed to boost tourist traffic.

It features Amitabh Bachan in a series of ads covering the various tourist locations in Gujarat such as the Somnath Temple. Kutch. • Amitabh Bachan enjoys popularity amongst all generations. This is the reason why Cadbury used him as their brand ambassador immediately after the "worms in chocolate" controversy. Amitabh is one of the most popular actors in India.Khushboo Gujarat Ki Khusbhoo Gujrata Ki is the name of an audio visual tourism promotion campaign shot by the Tourism Corporation of Gujarat Limited. Pandey is famous for several ad campaigns including the Zoozoo series of ads for Vodafone in recent times. . Gir Forest. His widespread popularity guarantees instant recognition value. This was done in a bid to gain credibility. The Gujarat Tourism ad is made on the assumption that Amitabh's image and consequently his perceived qualities will be attached with the "Gujarat" brand. A different celebrity might have alienated sections of the society. Analysis of the campaigns effectiveness: The Positives: • A sense of familiarity is instantly achieved in the case of celebrity endorsements. Dwaraka. Advertising firm Ogilvy and Mather has been finalised for this Rs 30-crore venture (including airtime cost) with adman Piyush Pandey preparing the concept and script. Porbandar and Lothal. • Amitabh's public perception is spotless.

Gujarat Tourism is signalling wealth. A firm rich enough to hire Amitabh is rich enough to provide proper facilities to tourists.• Consistency in Values: Amitabh's Image is unlikely to change in the forseeable future. • A single advertisement with a celebrity may create greater impact than multiple ads without one. The Hindustan ka Dil Dekho advertisement manages to grab eyeballs at a much cheaper cost. Amitabh's dominating persona may divert from the real focus of the ad i. . A new brand can benefit greatly if a celebrity endorses it. • Gujarat is a relatively new tourist destination when compared with tourism heavy states such as Kerala. • People believe that Amitabh is unlikely to damage his reputation by appearing in ads for brands who are suspect in terms of quality. Research has shown consumers have a higher level of message recall for products that are endorsed by celebrities. thus enhancing the quality of the brand. A sudden turnaround in the celebrity image like the one in Tiger Wood's case is unlikely. This may save valuable money spent on airtime. It can attract the customer’s attention and inquisitiveness to see what product is being endorsed. The Negatives: • Large amount of money spent on the celebrity could instead have been utilized for buying more airspace. • Sometimes the celebrity becomes the centre of attraction rather than the brand.e the tourist spots. • By hiring Amitabh as a brand Ambassador. Case in point is the ad campaign for Madhya Pradesh Tourism. In that respect Amitabh is a safe choice. Goa or Rajasthan.

Maruti Versa. Dabur. Hutch ad did a better job of building a brand than coke which had many big celebrity names associated with it. . Eveready. Nobody really believes that Amitabh actually uses all these products. hence casting his credibility in bad light. ICICI. D'damas. The celebrity activity becomes an addiction and the task to find substitute becomes more and more difficult. The Pillsburry Dough Boy etc. Emami. • Studies published by Cyber Media Research studies indicate that ads without celebrity had a good a chance of working as one with them. • Creation of a non celebrity icon such as the Amul Girl. Binani Cement and Reliance. For instance.• Amitabh appears in advertisments for BPL. Cadbury chocolates. Parker and Luxor pens. would have been cheaper and more sustainable in the long run. Nerolac paints. Sahara City Homes. • Marketing have felt that once the brand rides the back of celebrity it becomes difficult to promote it without the star as it becomes difficult to separate the role of message and the role of the celebrity in selling the brand.

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