1) Cut down an Ad from any newspaper/magazine and make a report of it through your understanding.

Tourism is considered as a composite phenomenon embracing a whole range of different relationships between travellers and host population. It is a multi – segment industry and is also a service industry whose products are consumed on the spot forming invisible exports. It helps in giving rise to the development of other industries like, hospitality and transport. A Brief Introduction about Kerala tourism Kerala is one of the favourite destinations for tourists in the world. Kerala situated on the south-western part of India. It is famous for eco-tourism initiatives and growing at a rate of 13.31%. The state, promoted as “God’s own country”, has various tourism assets such as beaches, hill stations, backwaters, national parks and wildlife sanctuaries. The art forms of Kerala are embodiments of Kerala’s culture. Kerala Tourism bagged several international, national & state awards which made “Kerala Tourism” a super brand in tourism and hospitality. However, the key to tourism success has been its sustained marketing efforts and creation of new tourism products. As a result, Kerala has become a model for planned tourism development to other Indian states. For example National Geographic Traveller selected Kerala as one of the “50 must see destinations of a lifetime‟. Due, to intense marketing efforts of the government along with private partners ( which has become an important turning point taken by Kerala) as well as the services being offered by the Kerala tourism, the tourism in Kerala has emerged as the major revenue generating business to government of Kerala. This contributes significantly towards the growth of Kerala state providing employability and overall productivity of the state. Market Positioning of Kerala tourism Backwater is considered to be the major attraction of Kerala. However enjoying beaches with power of Ayurveda is also an attraction which distinguishes Kerala tourism from others. The other aspect of Kerala is the ecotourism initiatives by Kerala state in the year 2007. Kerala is even trying to brand the medical tourism initiative which is very attractive because of efficient medical care in Kerala. Loads of people from Maldives, neighbouring states like Lakshadweep are coming to Kerala for better healthcare. Another major initiative is the branding of traditional art forms like Kathakali, Theyyam etc. Boat race in the backwater of Kerala is another distinguishable product for Kerala Tourism. Another major offering in monsoon is the monsoon tourism. Advertising innovation is the main criterion that distinguishes Kerala Tourism others. Kerala tourism is doing innovative and vibrant advertising campaign in mass media and also direct media up-to an extent. This fact has been shown in the advertisement that was published by the Kerala tourism in collaboration with backwaters.com. This is also one of the best examples of public private partnership that is now denoting the scenes of Kerala tourism. Before doing an analysis of advertisement innovation taken by the government so as to attract the customers, I will discuss about the backwaters of Kerala and how the government uses it to attract tourists to the beautiful state of Kerala.

This beauty unparalleled has been used by the government to target the Eco-tourists as well as the beach tourists amongst others to vie for the unforgettable Kerala Experience thereby adding to the coffers of the government of Kerala. Kerala beaches are renowned for their breathtaking beauty. The Kerala backwaters have a unique ecosystem freshwater from the rivers meets the seawater from the Arabian Sea. Kerala Backwaters are the most popular tourist attraction in India. and animals such as otters and turtles live in and alongside the Backwaters. Some of the differences are stated as follows: FINANCE AND PROFIT: . The most interesting area in the backwaters is the Kuttanad region. national tourism authorities. using a system of dykes and bunds. This is even visible in the newspaper advert which was published in “Times Life” on 3rd November 2013. various leafy plants and bushes grow alongside the backwaters. Kerala is even having tie-ups with private partners to effectively promote the tourism industry in /Kerala (as it is even visible in this advertisement). So. This is visible in the Kerala tourism and is also being implemented the plans of other states. Almost everyone realizes that there are great differences between the management of public and private sectors. water birds such as terns. The network includes five large lakes linked by canals. fed by 38 rivers. 2) Write down the difference between services of public as well as private sector. international and national trade associations. And this factor has generated a lot of theoretical debate regarding the differences between management in the public and private sectors. to achieve the goals and challenges set for the travel and tourism industry as it continues to grow throughout the coming decades we require a strong and co-operative partnership between government departments. frogs and mudskippers. kingfishers. But. many are not able to estimate the kind of differences that lie between these two sectors. discussing about the advertisement industry in Kerala and how he government is effectively using mass media campaigns to promote Kerala tourism it can be said that Kerala focuses a lot on mass media campaigns to build the brand.Kerala backwaters are a chain of brackish lagoons and lakes lying parallel to the Arabian Sea coast (known as the Malabar Coast) of Kerala state in southern India. Palm trees. and extending virtually half the length of Kerala state. Strong media presences are there in major print medium and TV medium to cater domestic market. From elephants to colourful butterflies. trade unions and the travel and tourism private sector. The area is probably the only place in the continent where farming is done below sea level. Kerala is overflowing with the wonders of nature. Many unique species of aquatic life including crabs. Now. called the rice bowl of Kerala. Pandanus shrubs. Also mention the ways in which it can be improved/enhanced. providing a green shade to the surrounding landscape. Throughout the world. The backwaters were formed by the action of waves and shore currents creating low barrier islands across the mouths of the many rivers flowing down from the Western Ghats range. both manmade and natural. darters and cormorants. The vivacious and vibrant village life that are visible in Backwater cruises simply add to the visage of the water.

Government agencies are not necessarily profit-driven (in the way the private businesses and corporations have a propensity to be). The government sector. This can be done by encouraging public private partnerships and by moving more services from monopoly to competitive models. The Public Private . The private sector is responsive and dynamic. interruptions. While the public sector is quite different. 2. the managers in the public sector do not necessarily have a bottom line to maintain. Moving from public sector employment to employee buy outs or other ways of organising effort is often a good way of boosting performance. Most individuals join private sector organizations with the expectation and hope that they will have an opportunity either to earn significant amounts of money or to be trained such that the opportunity to earn significant amounts of money could occur in a later job. 6. The lack of incentives and bonuses in the public sector makes it more difficult to encourage outstanding performance and discourage poor performance. 7. policies. adapt and improve constantly as per the requirements of the market. On the other end of the scale. Instead. Managers in the public sector face limitations of laws. This does not happen in the public sector. The size and the complexity of many government programs exceed that in the private sector. Private sector managers worry about creating added value. The importance of enhancing or improving the public sector as well as the private sectors can be done by boosting productivity and encouraging new investments. Managing these two dramatically differently motivated groups is significantly different for each group. In the private sector new products are introduced at a dizzying rate of speed. they are particularly task-oriented or driven by some other motivating force endemic to the specific type of work the organization is focused on daily. The lack of risk in the public sector is completely different from the private sector where the promotions. The individuals who join governments do so knowing that high monetary benefits as well as incentives are not possible. In the private sector virtually every product and every service has been profoundly affected by the technological revolution.e. recycles. So they primarily join for reasons such as providing for others and/or having more power/responsibility than in the private sector. The key reality to the private sector is market-driven competition. 5. managers are generally motivated by profit and pushed to maintain a bottom line or a minimum level of profitability. whereas the same in the government is almost always a legislated monopoly. This requires the skill to innovatively evolve. 4. 8. DECISION MAKING: 3. the public sector is almost catatonic. bonuses and perks are determined by the performance of the individual. which prevents from taking spontaneous actions unlike their private sector counterparts. In the private sector. and conflict. seems to have no learning mechanism. i. The capital involved in many government projects surpasses the private projects by many folds. The decision making process in private sector is more smoother while in public sector it more turbulence.1. regulations. on the other hand. a product or service that can be sold competitively to the public.

and Effective utilisation of state assets to the benefit of all users of public services. especially in joint ventures and partnering arrangements).Partnerships (PPP’s) can prove effective in enhancing the productivity of both public as well as private sector in the following ways: 1) 2) 3) 4) 5) 6) 7) Public private partnerships will insure speedy. . Competition and greater construction capacity (including the participation of overseas firms. efficient and cost effective delivery of projects. Alleviation of capacity constraints and bottlenecks in the economy through higher productivity of labour and capital resources in the delivery of projects. Innovation and diversity in the provision of public services. The technological progression of the private sector will improve the efficiency in implementing projects in public sector if integrated properly with the public sector. Accountability for the provision and delivery of quality public services through an performance incentive management/regulatory regime.

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