Professional Documents
Culture Documents
Ayurveda tourism for many has become the massage pleasure. The focus of ayurveda
tourism should be on the threrapeutic part and on the real ayurveda. The treatments
should be strictly on client oriented.
The government should initiate to have the restriction on the practice of ayurveda by
the ‘ayurveda illiterates’.Also, make necessary regulations with regard to the education
qualification, experience, conduct and code of the practioners, remuneration etc. of the
vaidyaas, doctors, masseurs, nurses, helpers etc. of the ayurveda tourism facilitators.
Kerala tourism department has to set up a new “regulatory apex body” to analyse the
requisites of the ayurveda tourism. Also this could act as a check against the
malpractices in the ayurveda tourism industry. This would realy save districts like
Ernakulam, which has the highest recognition as a tourist destination.
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Along with the infrastructure standards of the Ayurveda tourism industry in Ernakulam
district, the government has to take measures to standardize the quality of the treatment.
Instead of just advertisement in the official website of the tourism department, they
have to initiate promoting potential investors in the field.
Government subsidies and grants should be assisted to the investors in the ayurveda
tourism sector of Ernakulam district. To identify these investors, get assistance of the
“regulatory apex body” by keeping guide lines and regulations.
Government should take initiative and provide financial assistance for innovations in
Ayurveda tourism sector of Ernakulam district.
There are potential areas in Ernkulam District where ayurveda is required. Ayurveda
tourism facilitators in Ernakulam district is concentrated on the location where the there
are potential of foreign tourists arrival. If the former request is considered, there are
possibilities of achieving greater sales and profits.
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Identifying the insurance companies and banks that could ease the finanacial crisis for
the treatment would increase the number of clients going for Ayurveda. Deferred
payment could be applied by the firms, if necessary.
Location of the treatment Centres have a pivotal role to play in Ayurveda Tourism.
Discovery of a new destination with good facilities would attract more tourists,
compared with a destination which is usually popularized as a ‘tourist destination’.
Data collected from corporation and municipalities of Ernakulam District reveals those
location where there is no Ayurveda centre. This could be developed into potential area
of Ayurveda tourism. New product, new place and new business would be a good
strategy to those potential areas.
Complexity of the reach to the end users of ayurveda tourism could be minimized using
both the traditional way of marketing and the modern techniques like the
intermediaries, travel agents, tourist’s guides, foreign exchange agents etc…
Word of mouth publicity has more reliability. Also the authenticity of Government
classification would help to improve the credibility of ayurveda tourism facilitators in
Ernakulam district. To improve the publicity, quality measures have to be taken by the
government.
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To have a reach to its customers the firms in the Ayurveda Tourism Industry in
Ernakulam district, should consider the existing customers’ satisfactory level. This
would lead to develop better policies and products for the expected customers.
Firms should also study the origin of inbound tourists, their purchasing power, buying
behaviour, social environment, life style, habbits, their decision making styles etc. This
would help to develop marketing strategies suite to each tourists’ population.
Developing “quality circle forums” *56within the ayurveda tourism industry would help
to enrich the lives of workers and aid in creating harmony and high performance. The
team leader can be a government official from the “ regulatory apex body”.
The intensity of the competition in the ayurveda tourism industry should be considered
while deciding on the marketing mix of ayurveda tourism in Ernakulam district.
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(* The term quality circles derives from the concept of PDCA (Plan, Do, Check,
Act) circles developed by Dr. W. Edwards Deming. These are formal groups and meet
at least once a week on company time, usually under the leadership of their supervisor
(or an elected team leader), who are trained to identify, analyze and solve work-related
problems and present their solutions to management in order to improve the
performance of the organization, and motivate and enrich the work of employees. An
ideal size of Quality circle is seven to eight members. )
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While developing marketing strategies the Ayurveda Tourism in Ernakulam district
firms should consider the competitors sales levels, their strength, weaknesses etc.
The intensity of rivalry among existing competitors if any should be considered while
deciding on marketing strategy of ayurveda tourism in Ernakulam district.
As, the market situation is monopolistic condition, there is free entry and no barriers.
Each firm in the ayurveda tourism industry in Ernakulam district should differentiate
their product using Unique Selling Propositions for the survival.
The Trade practices within the ayurveda Tourism in Ernakulam district, motives and
attitudes of the channel partners should be considered while deciding the marketing
strategies of Ayurveda Tourism in Ernakulam district.
As the customers include foreigners, each counties value of the money, strength of our
rupee against each currency, trade and tariffs should also considered while deciding on
the pricing policies of the Ayurvdea Tourism in Ernakulam district.
The culture of the patients and the customers should also be considered while deciding
on the product, place, and promotion of the Ayurveda Tourism Industry.
The Government should conduct frequent campaigns and road shows to educate the
general public regarding the tourism export and the exchange that we get in return to
that. Public should also be informed about the need of tourism, its impact on our
economy etc.
Ayurveda tourism brokers, suppliers etc. should be given counseling regarding the
treatment, time that would be taken to diagnose and the post treatment period, the
medicines and their actions, the methods and procedures of the treatment, the
restrictions of certain act or food etc.
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Popularising the ‘Real Ayurveda’ would help tourists differentiate the ‘pleasure
massage’ part and the treatment part. This would also help to differentiate the product
from its substitutes. Moreover, it helps to top its position among the ayurveda tourism
providers like Thailand, Sri Lanka etc.
While allocating marketing funds, the Government should give importance to both the
international and domestic ayurveda tourists. Also, develop strategies to tap more
tourists from the existing tourists markets. Formulate market specific strategies to
optimally use the potential of the existing markets.Developing policies to identify new
markets would also help to gain more ayurveda tourists to Ernakulam district.Specific
strategies will have to be developed for short haul/ long haul tourists.
It is examined that the tourism department make tourism plans for 10-20 years.The
department has to take initiate to make targets for each year, from each tourism
segment, and from each district of the state. This helps the department to exercise on
Plan – Do – Check- Action, if any deviation on the achieved against the set goal.
The Government should have frequent interaction with the Health Department and
Tourism Department to synchronize the “Ayurveda Tourism Industry”. To promote
“Ayurvda Tourism” Government should create strategies and campaigning programmes
to attract more tourists for “Ayurveda Rejuvenation Season”. For, Ayurveda would be
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more effective during Monsoon. This would also results in promotion of “Monsoon
Tourism”.
The Government should assist financially the Ayurveda Centres that are affiliated to
Touirsm Department for attaining the Export Certificate. Documents clear
through”single window” system would be helpful for the industry.
One should be punished severely if found guilty with regard to teasing or cheating of
foreigners. The police wardens, local body governors, tourism industry professionals,
Ayurveda professional etc… should be given training how they could help tourists in
trouble. Necessary action plans should be formulated to deal with teasing and cheating
of foreigners. Ernakulam district has to develop responsible tourism along with
ayurveda tourism so as to attain quality service.
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