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A STUDY ON

INFLUENCE OF DIGITAL MEDIA INITIATIVES OF KERALA STATE GOVERNMENT ON TOURIST’S DECISION MAKING REGARDING KERALA AS DESTINATION

............................TABLE OF CONTENTS Chapter Page I....105 APPENDICES………………………………………………………………….......................15 III..........65 IV.......102 REFERENCES…………………………….......... REVIEW OF LITERATURE........1 II..........….......….................98 V........ METHODOLOGY AND ANALYSIS ………………………………........….. CONCLUSION…………………………………………………………….............109 .……...................... FINDINGS………………………………………………………………............................... INTRODUCTION ....................................................

The media plays a crucial role in creating . to saving for retirement. sustenance and re-creation influences the tourism potential and in turn translates into high or low turnout at a specific destination. though aspects that are often underplayed in tourism management .1 Background Tourism is an industry very much dependent on discretionary decisions. The trade offs potential tourists are considering can be as diverse as deciding between different destinations. going to a musical at the local theatre. In this environment it is image and perceptions that . sustaining and changing the images that tourists make regarding a destination. to buying a new television or even house.CHAPTER I INTRODUCTION This chapter discusses the background to problem chosen for research . 1. The Image and the media are crucially important aspects of destination management. This chapter is an introduction to the problem considered for research .Various perspectives to approach to research as well as rationale for research is discussed. The ever going process of image and perception evolution. evolving . The objectives before research focuses the attention on certain priorities .The chapter culminates at the definition of key words used in the thesis.

and the media provides this image. Increasingly noted is the role of the media in providing this image 1 . This research presents considerations and reflections on the relationships between tourism. Australia : Hospitality Press Pty Ltd . conceptually. (2001) . Tourism and the Media: Tourist decision-making. Within decision making the importance of the evaluative components was discussed in more detail . and for destination and business management. This is obviously a very important aspect of tourism. image is the interface between the tourist and the destination. though image management and building would also be also briefly covered.Image management and Destination Marketing seem to connected to each other in multiple manners . tourists form motivations to visit place and expectations about that place through these images. The main connection of concern identified was between the tourist and the destination (and industry). and more importantly what the choice will be. positive or negative. The role of destination image in decision making was especially the focus. tourist’s perception of a destination. image and the media. is based on these images.determine what the choice will be made between. 1 Nielsen C. information and communication. and especially how tourists form images (become aware) of destinations through the media.

media reporting are not written with the intention to inform people or to lure people to the destination depicted in it. instead they are produced for economic or entertainment purposes.Typically. Thus the problem chosen for research can be summarized as a study on the Digital Media Initiatives of Kerala State Government and it’s influence on the Tourist’s decision making regarding Kerala as a Destination. the government still remains a key stakeholder in the destination image management actions and activities. The state in question in this case is a state in Indian Republic –Kerala. The media through it’s various formats and manifestation do crucially influence the consumer’s perception formation regarding a destination . . In order to give further focus and direction to this research we intend to concentrate on the Digital Media initiatives . Despite the various players in the tourism industry.

popular culture. and movies in relation to tourism. In addition. . This consumer generated media consistently shapes and re shapes the consumer perception when supported by active resources from the state government . mass media.Based on the literature on popular culture and mass media. The research on destination branding .CHAPTER II REVIEW OF LITERATURE This chapter is the review of existing literature on the topic chosen for research. internet is a form of mass media which is in a broader sense a form of popular culture. Therefore. and mass media illustrates that internet as a form of visual media have an impact on an individual’s image of a destination and that this phenomenon is growing worldwide. the following discussion will describe the existing literature on destination image. the literature review will describe the variables chosen for the study and introduce a model that was developed for the purpose of this thesis. popular culture.

Destination Branding: Insights and Practices from Destination Marketing Organizations. & B.. Levy. 43(4). R. Journal of Travel Research. S. . C. logo. that (3) serve to consolidate and reinforce the emotional connection between the visitor and the destination. J. 328-338. and that 2 Blain. (2005).Destination Branding The concept of destination branding has been extensively explored. E. that (2) consistently convey the expectation of a memorable travel experience that is uniquely associated with the destination. Ritchie. symbol. word mark or other graphic that readily identifies and differentiates a destination. Destination branding2 is the set of marketing activities that (1) support the creation of a name.

Collectively. these activities serve to create a destination image that positively influences consumer destination choice. and emotional (including spiritual) value. experiential. If a destination cannot provide value to tourists. This definition implicitly addresses the three important components of branding – economic. and investors. . it is unlikely to become a brand that generates revenue or tourists. businesses.(4) reduce consumer search costs and perceived risk.

understand organizational vision. processes. evaluate service to key constituencies. and identify issues between headquarters and international offices. and media. resource. or other requirements. and functions. . visitors. learn how the organization identifies and communicates with travel agents. operational strengths and weaknesses.CHAPTER III METHODOLOGY AND ANALYSIS The purpose of this study is to explore and understand the influence the role of Kerala Government’s various technology based promotional measures in improving and building a positive consumer friendly image of the state . . In this perspective the research seeks to benchmark future brand performance and marketing activities. Goals were to increase understanding of target audiences. identify training. tourist prospects. identify brand vision and capabilities that internal stakeholders would support. and brand management issues. Special attention was paid to understanding of customer requirements for value.

online offerings will play an increasingly important role in attracting first-time and repeat visitors. as well as developing relationships with potential visitors. These alternatives. offer a wealth of marketing data. The rapid expansion of travel discussion. online offerings must offer visual. and individual websites. As a result.generate ideas for improvement. and functional value. social networking. informational. and gain insights into competitive national tourism organizations. collectively known as CGM. learn relative effectiveness of communications channels. . As the world becomes Internet-centric and brands customer-driven. and blogs has provided new ways for potential visitors to learn about Malaysia and share experiences. online bulletin boards.

published experiences of travellers still is a dominant source of influence while the decision making process is on. Yet the marketing of destination with means and measures that the modern age consumer relies upon is absolutely essential . Majority of those surveyed were the frequent travellers with travelling as a motive to achieve various goals like leisure. Travel agents . The nations worldwide are into active destination marketing practices with major emphasis on the creation of competitive advantage. Similar is the case with the state of Kerala in the southern part of gigantic Indian geography. business or something else . As far as micro factors are concerned they depend more on lifestyle security concerns .CHAPTER IV FINDINGS Tourism is a global industry. Until and unless the state becomes a stakeholder in promotional actions nothing substantial can be achieved.political stability as well as social congruence are major macro factors that influence the decision making process when they are in their native country or country of previous stay. Economic environment .

both in terms of understanding travel behaviour and in designing effective tourism marketing strategies.CHAPTER V CONCLUSION Digital media is indeed changing the tourism marketing like never before. underscores the need to develop methodologies to comprehensively and accurately measure this concept. . The important role of destination image. The study of destination image is a relatively recent addition to the field of tourism research. The new age certainly requires new tools to market the destination .

3. Name Gender Age Education . Thank you for your help. a comprehensive conceptualization of destination image comprising its intricate relationships with several other factors on the supply and demand sides of the market has yet to emerge SURVEY FORM Please read each question carefully before responding. Please answer to the best of your ability. 2. please choose only one answer per question. 1.Destination image is commonly accepted as an important aspect in successful tourism development and destination marketing due to its impact on both supply. 4. Unless indicated.and demandside aspects of marketing. Despite the ample amount of literature.

Exhibits. 6. Festivals Facilities for Information and Tours Crowdedness . 7.5. 9. 8. Profession Annual Income Members in Family Email Nationality 10. Which attribute you regard as important in destination image formation and decision making? Scenery/Natural Attractions Costs/Price Levels Climate Tourist Sites/Activities Nightlife and Entertainment Sports Facilities/Activities National Parks/Wilderness Activities Local Infrastructure/Transportation Architecture/Buildings Historic Sites/Museums Beaches Shopping Facilities Accommodation Facilities Fairs. Are you a frequent Traveler? Yes No No comments 11.

Cleanliness Personal Safety Economic Development/Affluence Accessibility Degree of Urbanization Extent of Commercialization Political Stability Hospitality/Friendliness/Receptiveness Different Customs/Culture Different Cuisine/Food and Drink Restful/Relaxing Atmosphere (Familiar versus Exotic) Opportunity for Adventure Opportunity to Increase Knowledge Family or Adult Oriented Quality of Service Fame/Reputation .

12. How you choose your dream destination or preferred service? Through the travel agent Interaction with experienced traveler Report published by travel journalist Guide books. maps published by tour operator and travel agents National Tourism organizations Internet and electronics mail and television programmes 13.Forex Availability and Banking channels Macro Factors Economic Spirits Political Stablity Law and Order Social Congruence . periodicals and magazines Photography of a renowned photographer Brochures.shopping Natural Environment and Health Concerns Sense of Security Money Exchange . What factors crucially influences your sense and direction of decision making? Micro Factors Information availability regarding USP of destination Perceived Interconnectivity of lifestyle –eating.communicating. pamphlets.commuting.

What constitutes the media in your opinion? Internet Cable and Electronic Media Print Media Movies and animations Books Combination 16. While still in decision making mode . which of the following exerts dominant pressure your decision making process? Media Reports Travel Advisory Family and Friends Business Prospects Other Reasons 15.14. To what extent media influences your perception / image regarding a destination or tourism service ? Highly Moderate Low Not at all .