Kerala Case Study

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Kerala’s Approach to Tourism Development: A Case Study

Ministry of Tourism & Culture, Government of India

TABLE OF CONTENTS
PREFACE ....................................................................................................................................... 4 ACKNOWLEDGEMENTS ............................................................................................................ 6 EXECUTIVE SUMMARY ............................................................................................................. 7 1 EFFECT OF CHANGE: TOURISM IMPACT ON KERALA............................................ 11 1.1 1.2 1.3 1.4 1.5 1.6 INCREASING TOURIST ARRIVALS ..........................................................................................11 RISING INTERNATIONAL TOURIST RECEIPTS ......................................................................13 TOURISM IS A MAJOR EMPLOYMENT DRIVER.....................................................................13 ECONOMIC IMPACT OF TOURISM IS SIGNIFICANT..............................................................14 POSITIVE IMPACT ON CAPITAL INVESTMENT .....................................................................15 CASE STUDY: ECONOMIC IMPACT OF A SINGLE PROJECT ................................................16

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THE CHANGE DYNAMICS: WHAT KERALA HAS DONE............................................ 17 2.1 SWAGAT......................................................................................................................................17 2.1.1 Facilitation................................................................................................................................18 2.1.2 Memorable Experience ..............................................................................................................19 2.2 SOOCHNA....................................................................................................................................20 2.2.1 Marketing and Promotion ..........................................................................................................20 2.2.2 Information Dissemination.........................................................................................................23 2.3 SUVIDHA .....................................................................................................................................25 2.3.1 Accommodation and Stay ...........................................................................................................25 2.3.2 Facilities and Conveniences.......................................................................................................29 2.4 SURAKSHA .................................................................................................................................30 2.4.1 Security of Tourists ....................................................................................................................30 2.4.2 Environmental Protection ..........................................................................................................32 2.5 SAHYOG ......................................................................................................................................34 2.5.1 Coordination and Cooperation...................................................................................................34 2.5.2 Quality Assurance and Control ..................................................................................................37 2.6 SANRACHNA ..............................................................................................................................39 2.7 AWARDS FOR EFFORTS MADE ................................................................................................47 2.8 TOURIST FEEDBACK .................................................................................................................48

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CHANGE IMPERATIVE : LEARNING FROM...
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