Gap Analysis

Topics: Tourism, India, Government of India Pages: 7 (4718 words) Published: September 7, 2014
Journal of tourism
[Issue 13]

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

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

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 this
branding exercise was to create a distinctive identity
for the country. The campaign successfully established
India as an exclusive tourist destination, generating a
16% increase in tourist traffic in the first year i.e.
2002. Moreover, Foreign Tourist arrivals (FTA‟s) to
India showed an increasing trend, from 2.38 million to
5.58 million from 2002 to 2010. Despite, such a
successful branding India‟s share in World‟s tourism
receipts is very meager i.e. 1.5% in 2011 (Ministry of
tourism statistics, Government of India) (Table 1).
Also, this trend of FTA‟s looks quite good if seen
independently but if we compare this trend with
countries like Malaysia or Thailand then we are far
behind. 24 million foreign tourists visited Malaysia
and 15 million foreign tourists visited Thailand in
2010 which are geographically very small in size as
compared to India (World Tourism Organization). So,

the question arises that whether the strategies used for
promoting Indian tourism are apt or whether they need
some changes? So, the first attempt is to identify the
Gap in the present campaign of "Incredible India"
which is the objective of this paper.

The objective of this research paper is to find
the gap and to improve the branding strategy of
already successful centralized campaign, "Incredible
India" so as to maximize the possibilities of foreign
tourist arrivals in India. The purpose of this research
paper is to identify the gaps in "Incredible India"
centralized campaign vis-à-vis state wise campaign to
promote tourism in India.

This paragraph present a comprehensive review
of literature on this subject. Harish (2010) opines to
shift the brand architecture model of "Incredible India"
campaign from Monolithic (umbrella branding) to
House of brands (state-wise branding) to improve the
branding strategy of "Incredible India" campaign but
does not focus on existing gaps in the campaign.
Various branding...

Bibliography: 1. Bartwal (2008) "Incredible India losing sheen", McClatchy - Tribune Business News [Washington]
12 Mar 2008, also available at:
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,
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:
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;
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