Journal of tourism
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
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.
3. LITERATURE REVIEW
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.
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