'Atithi Devo Bhavah': Indian Tourism Ministry's Social Awareness Program to Boost Tourism

Case Studies | Case Study in Business, Management, Operations, Strategy, Case Study

ICMR HOME | Case Studies Collection

To download 'Atithi Devo Bhavah': Indian Tourism Ministry's Social Awareness Program to Boost Tourism case study (Case Code: MKTG180) click on the button below, and select the case from the list of available cases:

Marketing Case Studies
Marketing Management Short Case Studies
View Detailed Pricing Info
How To Order This Case
Business Case Studies
Case Studies by Area
Case Studies by Industry
Case Studies by Company

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 : MKTG180 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges


Tourism marketing, Model of service quality gaps, Social marketing, Marketing Communication, Public sector innovation
Case Length : 16 Pages
Period : 2005-2007
Pub Date : 2007
Teaching Note : Available
Organization : Indian Tourism
Industry : Tourism/ public sector
Countries : India


This case study discusses the innovative Atithi Devo Bhavah (ADB) program initiated by the Ministry of Tourism (MoT) in India. This program was launched in 2005 with the objective of developing tourism in India as part of MoT's 'Incredible India!' campaign.

Though the 'Incredible India!' campaign was successful in increasing the number of tourists, the experience of tourists in India left much to be desired due to the inconvenience caused by various touts, guides, and tour operators.

The ADB program was targeted at various stakeholders such as taxi drivers, tourist guides, small tourist operators, and the general public.

It aimed to change their attitude and behavior toward foreign tourists by stressing on the aspect that a guest has been held in high esteem in India since ancient times. This case study discusses the key components of the ADB program and the steps taken by the MoT to roll out the ADB program. The case study also covers the mass media social awareness campaigns that were initiated by the MoT as part of the ADB program.


This case will help the learner to

Understand the issues and constraints faced by a public sector organization/governmental organization in planning and implementing an innovative program

Understand the issues in Tourism (destination) development and marketing and how the Indian Tourism ministry addressed these issues

Understand the issues in social marketing and how the Indian Tourism ministry formulated and implemented an innovative social awareness program

Understand the challenges faced by a public sector organization/governmental organization in sustaining an innovative program

This case is intended for use in Master in Public Sector Management (MPSM) level programs as part of the Public Sector Innovation course. This case can also be effectively used as part of the Services Marketing, Tourism Marketing and Social Marketing, Marketing Communication courses. The case can also be effectively used in Faculty Development Programs and 'Train the Trainer' programs.


  Page No.
An Image Makeover to Attract Tourists 1
Background Note 3
Killing the Goose that lays the Golden Egg? 3
A Campaign to Change Attitude and Perceptions 4
Components of the Campaign 5
Overcoming The Challenges 7
Rolling Out The Program 8
Tourist Inflow to India on The Rise 9
Success of Adb Spawns Another Campaign 10
Outlook 10
Exhibits 12


Social Awareness Program, Atithi Devo Bhavah, Ministry of Tourism, Incredible India Campaign, Tourism Marketing, Training , Tourism Development, Public Sector Innovation, Mass Media Campaigns, Marketing Communications, 360-degree Program, Stakeholder Management, Policy Planning , France, Singapore

'Atithi Devo Bhavah': Indian Tourism Ministry's Social Awareness Program to Boost Tourism - Next Page>>


Cases on Related Topics :- The Incredible India Campaign - Marketing India to the World, 'Chandigarh Industrial and Tourism Development Corporation Ltd: Integrating Corporate Social Responsibility with Sound Business Sense, Lifebuoy "Swasthya Chetna": Unilever's Social Marketing Campaign, The loveLife Brand (A): Initiating a Behavior Change in South African Youth to Prevent HIV

Case Studies Links:- Case Studies, Short Case Studies, Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Text Books, Work Books, Case Study Volumes.