Kerala Tourism - Branding a Tourist Destination

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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.

Case Details:


Case Code : MKTG047 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Rs. 25 for Shipping & Handling Charges


Brand Management
Case Length : 15 Pages
Period : 1990 - 2002
Pub Date : 2003
Teaching Note : Not Available
Organization : Kerala Tourism Ministry
Industry : Tourism
Countries : India


The case provides a detailed description of how Kerala, a small state situated in south India built a global reputation as a 'brand'over the years, as a tourist destination.

The state's humble beginnings and its gradual attainment of the position of the world's top 10 paradises is explored in this case.

The different marketing initiatives and media mix used by the state for tourism promotion have been examined. The case also touches on the difference between the attempt to brand India as a tourist destination and Kerala's initiatives to brand itself and attract tourists.


Understand the importance of branding a place to successfully promote it as a tourist destination.


  Page No.
God's Own Country 1
About Destination Branding 2
Marketing India 3
Kerala - The 'Place Promotion'Pioneer in India 4
Other States Join The 'Brandwagon' 7
Travelling Towards the Future 8
Exhibits 10


Kerala, small state, south India, global reputation, brand, tourist destination, humble beginnings, gradual attainment, 10 paradises, marketing initiatives, media mix, tourism promotion, brand India, tourist destination

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