Gap Analysis

Best Essays
Topics: Tourism
Journal of tourism
[Issue 13]

COMPARATIVE ANALYSIS BETWEEN CENTRALIZED AND STATE-WISE
TOURISM CAMPAIGNS IN INDIA
Assistant Professor Dr. Nripendra SINGH
Research Scholar Ms. Sunaina AHUJA
Jaypee Business School, Noida, India
Associate Professor Ph.D. Alexandru NEDELEA
"Ștefan cel Mare" University, Suceava, Romania

Abstract
The purpose is to distinguish the initiatives taken by the state authorities and Central authorities to promote tourism in India. Gaps in the centralized promotional campaign, "Incredible India" are identified in this study. The methodology includes collection of secondary data and discursive analysis. Information relevance, Promotion strategy, and Key events and places were used for the comparative analysis for the purposes of the research paper. Above mentioned three factors need to be added to the centralized campaign, to give a holistic picture of India. The paper is unique as it is the first time that identification of gaps in the centralized campaign is done.
Key words: Branding, Incredible India, Marketing strategy, Tourism.
JEL Classification: L83, M37

1. INTRODUCTION
India has fascinated people from all over the world for its rich culture and heritage. There are historical monuments, beaches, places of religious interests, hill resorts etc. that attract tourists. Every region is unique with its handicraft, fairs, folk dances, music and its people. India is a land of diversities, with a wide variety of tourism offerings, varied geographies and sub-cultures. Tourism in India is the largest service industry, with a contribution of 6.23% to the national GDP and 8.78% to the total employment. The tourism industry in India generated about $100 bn
USD in 2008 and that is expected to increase to $275.5 bn USD by 2018 at a 9.4% annual growth rate (India
Tourism Statistics (a)). Also, India started "Incredible
India" tourism campaign which is very successful & giving good rewards. The primary objective of



Bibliography: 1. Bartwal (2008) "Incredible India losing sheen", McClatchy - Tribune Business News [Washington] 12 Mar 2008, also available at: http://search.proquest.com/docview/465819247?accountid=136238. 2. Dr. Abreau (2007) A sustainable tourism in Goa, Conference on Tourism in India – Challenges Ahead, 15-17 May 2008, IIMK 2007, pp.124-128. 3. Gawande, Dethe (2007) Branding Indian Tourism: Entering Second Phase, Conference on Tourism in India – Challenges Ahead, 15-17 May 2008, IIMK 2007, pp.205-212. 4. Harish (2010) Brand Architecture in Tourism branding: the way forward for India, Journal of Indian Business Research vol.2, no.3, pp.153-165. 5. Hans1 (2008) India’s Tourism Industry - Progress And Emerging Issues (Paper presented at Contemporary Issues in Tourism Industry, 27th September 2008 at Srinivas College of Hotel 6. Iqbal (2003) Emerging Dimensions in Indian Tourism, Tourism Development Journal, vol.1, no.1, pp.1-14. 7. Jauhari (2009) The hospitality and tourism industry in India: conclusions and solutions, Worldwide Hospitality and Tourism Themes, vol.1, issue, pp.75-80. 8. Khan, Ahmed (2008a) Emerging issues of tourism in India under globalized era, available at: http://amuin.academia.edu/ProfessorNawabAliKhan/Papers/303921/Emerging_Issues_of_Tourism_in 9. Khan (2008b) Human Resource Development in Tourism Industry in India A case study of Air India ltd., New Delhi, El periplo sustentable, no.14, pp.89-116. 10. Mahajan, Neelima (2007) Travelers flock to India’s Jewels, Far Eastern Economic Review, 170, p.57. 16. *** Rajasthan to promote eco tourism, Siliconindia News, 24th Octomber, 2006, available at; http://www.siliconindia.com/shownews/Rajasthan_to_promote_ecotourism-nid-33623-cid-TNI.

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