Travel and Tourism in India - Focus on Innovation and Customer Experience

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Case Details:

Case Code : BREP013
Case Length : 14 Pages
Period : 1995-2004
Pub Date : 2004
Teaching Note :Not Available
Organization : -
Industry : Travel and Tourism
Countries : India

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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The most successful was Kerala's "God's Own Country," campaign. During this period, apart from the traditional tourist destinations such as Goa, Rajasthan and Jammu & Kashmir, many other like Kerala, Karnataka, Andhra Pradesh and Maharashtra emerged as popular destinations.

Analysts credited this to the innovative marketing and promotional strategies of these state governments and their tourism departments.

Background Note

India is the abode of many historical monuments. It has a rich and varied cultural heritage.

Its attractions include palaces, deserts, mountains, forests, beautiful coastline, beaches and religious places. Ideally, with this kind of variety, India should have attracted hordes of international tourists. In fact, the government had taken steps to boost tourism ever since Independence in 1947.

In 1956, it recognized the industry as a means of economic development and social integration and started marketing tourist destinations in India to foreign countries. In 1982, the Tourism Ministry developed a national policy on tourism to support tourist related activities and in 1988, the National Committee on Tourism formulated a plan to achieve sustainable growth.

However, the development did not match the efforts or the potential even by the early 1990s. Though states like Goa, Jammu & Kashmir, and Rajasthan, and places such as Agra, Khajuraho and Kanyakumari became famous all over the world, India failed to feature anywhere in the world's top tourist destinations.

Analysts felt that individual states lacked a focused approach. A major factor that hampered the industry's growth was the lack of good infrastructure. Insufficient aviation seating capacity, bad roads, rail and air travel infrastructure, inadequate affordable hotel accommodation and high taxes were just some of the problems that deterred international travellers from coming to India...



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