'Atithi Devo Bhavah': Indian Tourism Ministry's Social Awareness Program to Boost Tourism |
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» Marketing Case Studies Please note: 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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ExcerptsBackground NoteTill the early 2000s, the efforts of the MoT to attract international tourists in India were limited to formulating policies and preparing pamphlets and brochures (Refer Exhibit I for the tourism policy initiatives of the GoI till 2002). Experts believed that there were no significant efforts from the government to support tourism... Killing the Goose that lays the Golden Egg?
A Campaign to Change Attitude and PerceptionsLack of infrastructure and quality of services was the bane of Indian tourism industry. While infrastructure issues were being tackled separately, MoT began a national social awareness program to address the service issues. This program, named Atithi Devo Bhavah, was a capacity building exercise to develop a tourist-friendly attitude in India...
Overcoming The ChallengesAny initiative aimed at changing attitudes and perceptions would pose significant challenges, and this was certainly true of the ADB program. Though the training was provided free of cost, designing a training program for the often semi-literate tourist sector workers, and convincing them of its significance, was a tough task... |
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