KERALA TOURISM - BRANDING A TOURIST DESTINATION

GROUP MEMBERS

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

KERALA TOURISM-BRANDING A TOURIST DESTINATION

KERALA TOURISM-BRANDING A TOURIST DESTINATION 2
 Acknowledgement

We are honored to present this project on the Kerala Tourism for the
partial fulfillment of the Post Graduate Diploma in Business Management
Submitted to EMPI Business School New Delhi. Faculty of the institute
as well as all group members have been patiently supportive and helpful,
throughout the project.

My academic studies have profited greatly from several key individuals

who have given inspiration, encouragement and assistance in this
endeavor: Mrs. Shailja Manocha had guided during the project.

KERALA TOURISM-BRANDING A TOURIST DESTINATION 3

 Content

1 Tourism in Kerala 4
2 Kerala at a Glance 4
3 About Destination Branding 6
4 World Top Tourist Destination 7
5 Kerala Destination 7
6 Kerala Experiences 9
7 Indian Tourism Industry 13
8 The Various Segment in Tourism 13
9 Kerala- “The Place Promotion” Pioneering in India 15
10 Awards 16
11 7 P’s 18
12 SWOT Analysis 18
13 Tourists Behavior 19
14 Brand Vision 19
15 Mental Map 20
16 Core Brand Value 20
17 Brand Mantra 20
18 CBBE Model 21
19 Salience Dimension 21
20 Performance Dimension 21
21 Imaginary Dimension 22
22 Judgment Dimension 22
23 Feeling Dimension 22
24 Resonance Dimension 22
25 Brand Element 23
26 POP and POD 23
27 BAV Power Grid 24
28 Bibliography 25

KERALA TOURISM-BRANDING A TOURIST DESTINATION 4

Tourism in Kerala

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 the National Geographic Traveler, Kerala is famous especially for its
ecotourism initiatives. Its unique culture and traditions, coupled with its varied
demography, has 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 hitherto 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
synonymous with the state. Today, Kerala Tourism is a global super brand and
regarded as one of the destinations with the highest brand recall. In 2006, Kerala
attracted 8.5 million tourists–an increase of 23.68% in foreign tourist arrivals
compared to the previous year, thus making it one of the fastest growing tourism
destination in the world.

Popular attractions in the state include the beaches at Kovalam, Cherai and Varkala;
the hill stations of Munnar, Nelliampathi, Ponmudi and Wayanad; 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, Mattancherry Palace are also
visited. Cities such as Kochi and Thiruvananthapuram are popular centres for
shopping and traditional theatrical performances.

The state's tourism agenda promotes ecologically sustained tourism, which focuses on
the local culture, wilderness adventures, and volunteering and personal growth of the
local population. Efforts are taken to minimize the adverse effects of traditional
tourism on the natural environment, and enhance the cultural integrity of local people.

Kerala at a Glance

Kerala, a State in the Republic of India, has 14 districts or administrative divisions.

The major cities are Thiruvananthapuram, Kochi and Kozhikode. There are three
airports in the state which provide international and domestic connections.

Here is some quick information on Kerala which will be useful for travellers visiting
the State.

Location : Southwestern tip of India.

Area : 38,863 sq km.
Population : 31,84,1374

KERALA TOURISM-BRANDING A TOURIST DESTINATION 5

Capital : Thiruvananthapuram (Trivandrum)
Language : Malayalam. English is widely spoken.
Religion : Hinduism, Christianity, Islam
Time : GMT +5:30
Currency : Indian Rupee
Climate : Tropical
Summer : February - May (24 - 330C)
Monsoon : June - August (22 - 280C)
October - November
Winter : November - January (22 - 320C)

Districts Old Name

Thiruvananthapuram Trivandrum
Kollam : Quilon
Alappuzha : Alleppey
Pathanamthitta
Kottayam
Idukki
Ernakulam
Thrissur : Trichur
Palakkad : Palghat
Malappuram
Wayanad
Kozhikode : Calicut
Kannur : Cannanore
Kasaragod

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 ABOUT DESTINATION BRANDING

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...

Countries like France, Germany, Switzerland, UK, Spain, Russia , Brazil, Australia,
China and the US were among first to give importance to the development of tourist
attraction in there respective countries. Many professional organization and
association like WTO and WTTC promoted development activities related to tourism
in various countries. These organization encouraged government to adopt their policy
framework to ensure sustainable tourist development.

The popularity of tourism in develop countries and the industry’s potential caught the
attention of small countries such as Malaysia, Thailand, Dubai and Singapore as well.
During the 1980’s and 1990’s these countries decided took brand-building measure to
attract tourists.

Malaysia, Thailand and Singapore developed unique brand building campaigns.

Malaysia created the tagline “Malaysia-Truly Asia” that was communicated across
the globe through the effective marketing and creative advertising campaign. The
campaign emphasized that Malaysia was one of the best tourist destinations and
described Malaysia as the “True Spirit” of Asia.

Thailand devised a campaign with tagline “Amazing Thailand” that projected it as a

wonderful and unexplored place to spend holidays in. Thailand also projected itself as
an attractive shopping destination. Singapore became famous for its cleanliness and
good municipal maintenance despite being very costly.

In 1998, the WTO released a report of top 20 tourist destinations in the world.
According to this list France topped the list with 70,000,000 visitors followed by
Spain with 47,743,000 visitors. Thailand occupied 20th position with 7,720,000
visitors.

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World top tourist destinations (1998)

(Revenue rank)
1. France - 70,000,000 3
2. Spain - 47,743,000 4
3. United States - 47,127,000 1
4. Italy - 34,829,000 2
5. United Kingdom - 25,475,000 5
6. China - 24,000,000 7
7. Mexico - 19,300,000 14
8. Poland - 18,820,000 11
9. Canada - 18,659,000 9
10. Austria - 17,282,000 8
11. Germany - 16,504,000 6
12. Czech Republic - 16,325,000 30
13. Russia - 15,810,000 16
14. Hungary - 14,660,000 39
15. Portugal - 11,800,000 24
16. Greece - 11,077,000 26
17. Switzerland - 11,025,00 13
18. Hong Kong* - 9,600,000 15
19. Turkey - 9,200,000 12
20. Thailand - 7,720,000 18

*Though Hong Kong was considered separately, it is a Special Administrative

Region of China.

From the WTO's fascinating list, additional details can be discerned. For example,
France receives 11.2% of the world's travelers. Spain, Portugal, and Greece each had
large jumps in the number of tourists between 1997 and 1998 (10%, 16%, and 10%,
respectively). Hungary suffered a drop of 15% and China's number of tourists
decreased by 7.7%.

Countries that many people often associate with travel, were not on the list of the top
twenty. Surprisingly, countries such as Croatia (31st) and South Africa (25th) beat
Japan (32nd), Australia (33rd), and Brazil (39th). Overall, the top 20 countries
account for 73.6% of all visits worldwide.

Kerala Destinations

o Backwaters
o Beaches
o Hill Stations
o Wildlife Sanctuaries
o Forts & Monuments
o Pilgrim Centres
o Museums
o Picnic Spots
o Others

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Backwaters

The backwaters of Kerala - meandering inland lakes networked by canals - stretch to

over 900 km. Boat trips across these tranquil stretches are an experience unique to
Kerala. Large kettuvalloms (traditional country crafts over 60 ft. in length) have been
converted into luxury houseboats for these cruises.

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Kumarakom, Kottayam (Aqua-tourism) Alappuzha-Kochi cruise

Beaches

Most of India's finest beaches are in Kerala. For virtually its entire 600 km length, the
Kerala coast is lined with sandy beaches, rocky promontories and coconut palms.
Each year, greater numbers of visitors arrive here in search of the tranquil, palm-
fringed beaches.

Hill Stations

Lying on the windward side of the Western Ghats, Kerala has a long chain of lush,
mist-clad hill stations that are home to exotic wildlife. All the hill resorts in Kerala
offer the most magical experience of nature in all its virgin beauty.

Wildlife Sanctuaries

Nestled in the luxuriant forests of the Western Ghats in Kerala are fourteen wildlife
sanctuaries. And skirting these exotic destinations are some of the most delightful
trekking trails in the country. All awash in the spice-scented air of endless acres of
plantations ranging from cardamom, vanilla and pepper to tea and coffee

Forts & Monuments

On the northern end of Kerala stands Bekal, an impressive laterite fort overlooking
the sparkling blue of the majestic Arabian Sea. To the south, in the nearby state of
Tamil Nadu, lies the Padmanabhapuram Palace, a large wooden palace which was
once the headquarters of a prominent princely state of ancient Kerala. In between, a
large number of forts, palaces and other ancient monuments lie strewn on the land as
silent reminders of its glorious past. Here we introduce to you some important
monuments among them.

KERALA TOURISM-BRANDING A TOURIST DESTINATION 9

Kerala Experiences

God’s Own Country offers splendid options to make your holidays an

experience of a lifetime. Here we present the specialties of this land for travelers to
explore and experience.

Pooram

Poorams, the annual festivals at the temples of North Kerala are splendid celebrations,
which follow the harvest season. Spectacular elephant pageantry and traditional
percussion ensembles are the highlights of pooram festivals. Thrissur Pooram, the
most popular among them has been attracting travelers from various parts of the
world for the past several years. Other important poorams include the Arattupuzha
Pooram, Peruvanam Pooram, Nenmara Vallangi Vela, Uthralikkavu Pooram,
Pariyanampetta Pooram and Chinakkathoor Pooram.

Houseboat

Present day houseboats are huge, slow moving exotic barges used for leisure trips,
and are in fact reworked version of kettuvallams of olden times. The original
kettuvallams were used to carry tons of rice and spices. A standard kettuvallam can
hold up to 30 tons from Kuttanad to the Kochi port.

The kettuvallam or ‘boat with knots’ was so called because the entire boat was held
together with coir knots only. Not even a single nail is used during the construction of
the boat.. The boat is made of planks of jack-wood joined together with coir. This is
then coated with a caustic black resin made from boiled cashew kernels. With careful
maintenance, a kettuvallam can last for generations.

A portion of the kettuvallam was covered with bamboo and coir to serve as a restroom
and kitchen for the crew. Meals would be cooked onboard and supplemented with
freshly cooked fish from the backwaters.

When the modern trucks replaced this system of transport, some one found a new way
that would keep these boats, almost all of which were more than 100 years old, in the
market. By constructing special rooms to accommodate travelers, these boats cruised
forward from near-extinction to enjoy their present great popularity.

KERALA TOURISM-BRANDING A TOURIST DESTINATION 10

Now these are a familiar sight on the backwaters and in Alappuzha alone, there are as
many as 500 houseboats.

Ayurveda

Ayurveda evolved around 600 BC in India. This new system of medicine stressed on
the prevention of body ailments in addition to curing them. Followed by the
Dravidians and Aryans alike, Ayurveda has been practised ever since. Today, it's a
unique, indispensable branch of medicine - a complete naturalistic system that
depends on the diagnosis of your body's humours - vata, pitta and kapha - to achieve
the right balance.

Ayurveda believes in the treatment of not just the affected part, but the individual as a
whole. Making it the natural way to refresh you, eliminate all toxic imbalances from
the body and thus regain resistance and good health.

Kerala's equable climate, natural abundance of forests (with a wealth of herbs and
medicinal plants), and the cool monsoon season (June to July and October to
November) are best suited for Ayurveda's curative and restorative packages.

In fact, today, Kerala is the only State in India which practises this system of
medicine with absolute dedication.

Traditional texts reveal that the monsoon is the best season for rejuvenation
programmes. The atmosphere remains dust-free and cool, opening the pores of the
body to the maximum, making it most receptive to herbal oils and therapy.

Cuisine

Cuisine in Kerala has roots in the history, geography and culture of the land. These
can be classified under the two standard headings - vegetarian and non-vegetarian
dishes. While the non-vegetarian dishes are all heavily spiced, the vegetarian
repertoire is mildly spiced and feels especially easier on the non-native tongue.

KERALA TOURISM-BRANDING A TOURIST DESTINATION 11

Kathakali

Kerala owes its transnational fame to this nearly 300 years old classical dance form
which combines facets of ballet, opera, masque and the pantomime. It is said to have
evolved from other performing arts like Kootiyattam, Krishnanattam and
Kalarippayattu. Kathakali explicates ideas and stories from the Indian epics and
Puranas.

Presented in the temple precincts after dusk falls, Kathakali is heralded by the
Kelikottu or the beating of drums and to the accompaniment of the Chengila (gong).
The riches of a happy blending of colour, expressions, music, drama and dance are
unparallelled in any other art form.

Theyyam

Theyyam also known as Kaliyattam, is a ritual dance popular in North Kerala or the
erstwhile Kolathunadu. Theyyam incorporates dance, mime and music and enshrines
the rudiments of ancient tribal cultures which attached great importance to the
worship of heroes and the spirits of ancestors. Of the over 400 Theyyams performed,
the most spectacular ones are those of Raktha Chamundi, Kari Chamundi, Muchilottu
Bhagavathi, Wayanadu Kulaveni, Gulikan and Pottan. These are performed in front of
shrines, sans stage or curtains, by persons belonging to the Vannan, Malayan and
other related castes.

Thudangal (the beginning) and Thottam (the invocation) are the introductory rituals of
the Theyyam or the Thira, as it is known in south Malabar. The headgear and other
ornamental decorations are spectacular in sheer size and appearance. Karivalloor,
Nileswaram, Kurumathoor, Cherukunnu, Ezhom and Kunnathoorpadi in North
Malabar are places where Theyyams are performed annually from December to April.
At the Parassinikadavu Sri Muthappan Temple in Kannur, Theyyam is preformed on
all days.

Kalaripayattu

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Kalarippayattu, considered to be the mother of all martial art forms in the world, is a
priceless asset to Kerala's heritage. An intricate blend of physical prowess, mindset,
martial techniques and indigenous medical system, this form of armed, close quarter,
hand-to-hand combat is unique to this State.

Kalarippayattu is both an art and a science, which has the ability to transform its
practitioners to become adept in fighting techniques as in treatment modes.

Kalari means arena and Payat means skill training. This unique martial art form is
taught in two styles; Northern and Southern, which were formulated by masters of
yore. Kalarichikilsa, a medicinal system specialising in the treatment of wounds and
bruises has its roots in Ayurveda.

The North Malabar region of Kerala is renowned for its legendary warriors whose
heroic deeds are praised in the northern ballads, popularly known as Vadakkan
Pattukal.

Jewellery

From time immemorial, people of Kerala have been fascinated by the charm of
ornaments, especially in gold and silver. Majority of the traditional ornaments here
are simple, bright and elegant designs making them suitable for all occasions. Jewels
are often gifted as a token of love.

Gold is considered as an auspicious metal and Keralites have a special love for
ornaments in gold. One can find several jewelers stores selling traditional as well as
most modern designs in all medium and big towns.

Elephants

Impressive elephant pageantry is an important part of the famous festivals of Kerala.

Pachyderms are considered auspicious in the State. Elephants have an important role
in the cultural life of Kerala. There is hardly any place in the world where elephants
are loved, revered and groomed like Kerala. Several temples in Kerala groom one or
more elephants for ritualistic purposes.

In olden times a ‘pet elephant’ was quite common in aristocratic families. Since
elephants are inevitable for the festivals of Kerala, tamed ones are reared at several
temples. In major temples pachyderms are also needed for some daily rituals.

KERALA TOURISM-BRANDING A TOURIST DESTINATION 13

 Indian Tourism Industry

Tourism is the activities of persons traveling to and staying in places outside their
usual environment for not more than one consecutive year for leisure, business and
other purposes not related to the exercise of an activity remunerated from within the
place visited.

Tourism is not the same as travel. Tourism can be measured by three different
criteria’s

* It requires a displacement outside the known environment.

* The purpose for travel: The reason for travel must be any reason other than
remuneration from the place visited.
* Duration: The duration of stay can be a minimum of one day with or without an
overnight stay, but there is a cap on the maximum time period, usually it should not
be more than a year.

Tourism in India

Tourism in India has seen exponential growth in the recent years. India is one of the
most preferred destinations for both overseas and domestic travelers. Tourism enables
the international traveler to understand and experience India's cultural diversity first
hand. According to official estimates the Indian tourism industry has out performed
the global tourism industry in terms of growth in the volume of foreign tourists as
well as in terms of revenue.

The main reason for the growth in tourism in India is the tremendous progress made
by the Indian economy. Though it must be said that infrastructure is still a constraint.
To sustain the current growth the government should invest in infrastructure like
transport, accommodation, better roads, health and hygiene etc. To propel growth the
industry has invested in new technology like CRM tools and state of the art security
systems.

The various segments within tourism are:

Medical Tourism
It is one of the fastest growing segments in India. India has been able to leverage on
certain advantages it has over other countries like highly skilled doctors, cost effective
treatment, improved quality of private healthcare etc. Some of the common treatments
for which overseas patients to come to India are heart surgery, knee transplant,
cosmetic surgery and dental care. India's traditional rejuvenation therapy like yoga
and ayurvedic therapy are also becoming popular.

Eco Tourism
It is relatively new segment in India. It involves visiting natural areas without
disturbing the fragile ecosystem. Eco tourism generates wealth for the local people,
who in turn take measures to conserve and protect the environment and natural
resources. India with its natural diversity is one of the pristine places in the world for
eco tourism. The Himalayan region, Kerala, Northeast, Andaman and Nicobar Islands
and Lakshadweep islands the Western and Eastern Ghats are some of the hot spots for

KERALA TOURISM-BRANDING A TOURIST DESTINATION 14

eco tourism in India. India has some of the best wildlife reserves in the world, rich in
flora and fauna.

Heritage Tourism
Heritage tourism is a very lucrative segment in India. It is widely believed it would
emerge as the most important segment within tourism in terms of revenue generation
by 2010.India has a rich cultural history and reflection of its glorious past is still
visible in its numerous forts, monuments, palaces, places of worship etc. Heritage
tourism itself can be further classified as colonial heritage, urban renewal, religious
tourism, industrial heritage and ethnicity. The Indian government must show keen
interest in preserving the heritage sites from a tourism perspective.

Adventure Tourism
India's varied geographical and climatic conditions offer excellent opportunity for
adventure sports. In recent times the popularity of adventure tourism has increased.
Adventure sports like river rafting, rock climbing, mountaineering, trekking, skiing,
snow climbing, scuba diving and angling can be undertaken in the country and the
country offers multiple locations to choose from. The trans Himalayan region, the
Garhwal and Kumaon mountains, the Western Ghats, deserts of Rajasthan, Andaman
and Lakshadweep islands are some of the most popular destination for adventure
tourism.

Future trends
The real GDP growth for travel and tourism economy is expected to be 0.2 per cent in
2009 and is expected to grow at an average of 7.7 per cent per annum in the coming
decade.

Earning through exports from international visitors and tourism goods are expected to
generate 6.0 per cent of total exports (nearly $16.9 billion) in 2009 and expected to
increase to US$ 51.4 billion in 2019.

According to the Ministry of Tourism, Foreign Tourist Arrivals (FTAs) for the period
from January to March in 2009 was 1.461 million. For the month of March 2009 the
FTAs was 472000.The reason for the decline is attributed to the ongoing economic
crisis.

In spite of the short term and medium term impediment due to the global meltdown
the revenues from tourism is expected to increase by 42 per cent from 2007 to 2017.

The report "Indian Tourism Industry Analysis” by RNCOS provides an insight into
the Indian tourism market. It evaluates the past, present and future scenario of the
Indian tourism market and discusses the key factors which are making India a
potential tourism destination. With focuses on different parameters of tourism
industry, including inbound tourism, outbound tourism, expenditure by inbound
tourists, medical tourism, and hotel industry, the report gives a thorough analysis on
the tourism industry in India.

According to the report, India represents one of the most potential tourism markets in
the world. It has expanded rapidly over the past few years and underpinned by the
government support, rising income level and various international sports events, the

KERALA TOURISM-BRANDING A TOURIST DESTINATION 15

Indian tourism industry will continue to grow at the fastest pace in the coming years.
However, the industry may have to cope up with several challenges, which will limit
its growth.

Key Findings

- India is expected to see an influx of 10 Million international tourists by 2010, up

from just 5 Million in 2007.
- Andhra Pradesh, Uttar Pradesh, Tamil Nadu, Karnataka and Rajasthan are the
leading tourism destinations in India in terms of total tourist arrivals.
- India has been promoting its healthcare tourism by providing the visitors with
private healthcare facilities. It is expected that the total market for medical tourism
will reach US$ 2 Billion by 2012,representing a CAGR of 60.69%.
- Personal disposable income during 2002-2007 grew at a CAGR of 14.16%, thereby
driving domestic as well as outbound tourism.
- Indian outbound tourist flow is expected to increase at a CAGR of 13.30% over the
five-year period spanning from 2008 to 2012.
- India’s share in the global tourism is expected to reach 1.5% by 2010.
- The growth in India’s tourism market is expected to serve as a boon, driving the
growth of several associated industries, including hotel industry, medical tourism
industry and aviation industry.
- 1982- National Policy on Tourism
- 1988- National Committee on Tourism
- 2000- Travel and Tourism Industry accounted 5.6% of India’s 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

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 Mart-2000
(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.

KERALA TOURISM-BRANDING A TOURIST DESTINATION 16

Awards

The state has won numerous awards for its tourism initiatives. These include:

* 2005 - Nominated as one among the three finalists at the World Travel and
Tourism Council's ‘Tourism for Tomorrow’ awards in the destination category.
* Das Golden Stadttor Award for Best Commercial, 2006

Pacific Asia Travel Association

* Grand award for Environment, 2006

* Gold award for Ecotourism, 2006
* Gold award for Publication, 2006
* Gold Award for E-Newsletter, 2005
* Honorable Mention for Culture, 2005
* Gold Award for Culture, 2004
* Gold Award for Ecotourism, 2004
* Gold Award for CD-ROM, 2004 and 2003

KERALA TOURISM-BRANDING A TOURIST DESTINATION 17

 * Gold Award for Marketing, 2003
* Grand Award for Heritage, 2002

Kerala, nicknamed as "God's own country", has a reputation of being one of the most
beautiful states in Southern India. Shown here is Munnar, in Kerala.

Pacific Asia Travel Writers Association

* International Award for Leisure Tourism, 2000-2001

Government of India

* Best Performing Tourism State, 2005

* Best Maintained Tourist-friendly Monument, 2005
* Best Publishing, 2005
* Best Marketed and Promoted State, 2004.
* Best Maintained Tourist-friendly Monument, 2004
* Best Innovative Tourism Project, 2004
* Best Promotion Literature, 2004
* Best Publishing, 2004
* Best Performing State for 2003, 2001, 2000 and 1999 - Award for Excellence in
Tourism.
* Best Practices by a State Government, 2003
* Best Eco-tourism Product, 2003
* Best Wildlife Sanctuary, 2003
* Most Innovative Use of Information Technology, 2003 and 2001
* Most Tourist-friendly International Airport, 2002
* Most Eco-friendly Destination, 2002
* Best Tourism Film, 2001

Outlook Traveler - TAAI

* Best State that promoted Travel & Tourism, 2000-2001

Federation of Indian Chambers of Commerce and Industry

* Award for Best Marketing, 2003

* Award for Best Use of IT in Tourism, 2003

Galileo - Express Travel & Tourism

* Award for the Best Tourism Board, 2006

* Award for the Best State Tourism Board, 2003

KERALA TOURISM-BRANDING A TOURIST DESTINATION 18

 7 P’s

• 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

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

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

KERALA TOURISM-BRANDING A TOURIST DESTINATION 19

 Tourists Behavior

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

Hierarchy of need

BRAND Vision

“To make Kerala God’s 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”.

KERALA TOURISM-BRANDING A TOURIST DESTINATION 20

 Mental Map

Core Brand Value

• Ayurveda
• Environment
• Heritage
• Festivals/Culture
• Image
• Serenity

Brand Mantra

KERALA TOURISM-BRANDING A TOURIST DESTINATION 21

 CBBE Model

Salience Dimension

• Depth of Brand Awareness:

o Campaign – God’s own country
o Print ads
o Logo

• Breadth of Brand Awareness:

o Various packages
o Treatments
o Leisure and recreation

Performance Dimension

• Well developed and clean environment

• Good hospitality
• Medical treatments

KERALA TOURISM-BRANDING A TOURIST DESTINATION 22

• Ayurveda/Spas
• Insurance
• Promotion by Govt.
• Conservation of Natural environment and Heritage

Imaginary Dimension

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

Judgment Dimension

• Brand quality
o Satisfaction
• Brand credibility
o Expertise
o Trustworthiness
o Likeability
• Brand consideration
o Relevance
• Brand superiority
o Differentiation

Feelings Dimension

• Warmth
• Fun
• Excitement
• Security
• Social approval
• Self-respect

Resonance Dimension

• Positive word of mouth

• Proud of Brand
• Share experiences

KERALA TOURISM-BRANDING A TOURIST DESTINATION 23

 Brand Elements

POP And POD

KERALA TOURISM-BRANDING A TOURIST DESTINATION 24

 BAV Power grid

KERALA TOURISM-BRANDING A TOURIST DESTINATION 25

 Bibliography

• Kotler, Philip., Keller, Lane Kevin., Koshy, Abraham., and Jha, Mithileshwar.,
Marketing Management, 13th edition., New Delhi: Pearson Education., 2009.
• Schiffman, Leon, G., and Kanuk, Lazar, Leslie, Consumer Behavior, 9th
edition, New Delhi: Pearson Education, 2009.
• Keller, Lane, Kevin, Strategic Brand Management, 3rd edition, New Delhi:
Pearson Education, 2009.
• http://www.keralatourism.org
• http://www.keralatourisminvestments.com
• http://www.geography.about.com
• http://www.domain-b.com
• http://www.mapsofindia.com
• http://www.hinduonnet.com

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