Mba International Business Project Report 4206j

A STUDY ON

INFLUENCE OF DIGITAL MEDIA INITIATIVES OF KERALA STATE GOVERNMENT ON TOURIST’S DECISION MAKING REGARDING KERALA AS DESTINATION

TABLE OF CONTENTS

Chapter

Page

I. INTRODUCTION ......................................................................................................1

II. REVIEW OF LITERATURE..................................................................................15

III. METHODOLOGY AND ANALYSIS ……………………………….…...…..65

IV. FINDINGS……………………………………………………………….……...98

V. CONCLUSION…………………………………………………………….…..102

REFERENCES……………………………........................................................105

APPENDICES…………………………………………………………………..109

CHAPTER I

INTRODUCTION

This chapter discusses the background to problem chosen for research .Various perspectives to approach to research as well as rationale for research is discussed. The objectives before research focuses the attention on certain priorities .The chapter culminates at the definition of key words used in the thesis.

This chapter is an introduction to the problem considered for research . The Image and the media are crucially important aspects of destination management, though aspects that are often underplayed in tourism management .The media plays a crucial role in creating , evolving , sustaining

and changing the

images that tourists

make regarding a

destination. The ever going process of image and perception evolution, sustenance and re-creation influences the tourism potential and in turn translates into high or low turnout at a specific destination.

1.1 Background

Tourism is an industry very much dependent on discretionary decisions. The trade offs potential tourists are considering can be as diverse as deciding between different destinations, to buying a new television or even house, going to a musical at the local theatre, to saving for retirement. In this environment it is image and perceptions that

determine what the choice will be made between, and more importantly what the choice will be. Increasingly noted is the role of the media in providing this image 1 . This is obviously a very important aspect of tourism, conceptually, and for destination and business management. This research presents considerations and reflections on the relationships between tourism, image and the media.

The main connection of concern identified was between the tourist and the destination (and industry), and especially how tourists form images (become aware) of destinations through the media; tourist’s perception of a destination, positive or negative, is based on these images; tourists form motivations to visit place and expectations about that place through these images; image is the interface between the tourist and the destination; and the media provides this image.

The role of destination image in decision making was especially the focus, though image management and building would also be also briefly covered. Within decision making the importance of the evaluative components was discussed in more detail .Image management and Destination Marketing seem to connected to each other in multiple manners .

1

Nielsen C. (2001) , Tourism and the Media: Tourist decision-making, information and communication, Australia : Hospitality Press Pty Ltd

Typically, media reporting are not written with the intention to inform people or to lure people to the destination depicted in it, instead they are produced for economic or entertainment purposes. The media through it’s various formats and manifestation do crucially influence the consumer’s perception formation regarding a destination .

In order to give further focus and direction to this research we intend to concentrate on the Digital Media initiatives .

Despite the various players in the tourism industry, the government still remains a key stakeholder in the destination image management actions and activities. The state in question in this case is a state in Indian Republic –Kerala.

Thus the problem chosen for research can be summarized as a study on the Digital Media Initiatives of Kerala State Government and it’s influence on the Tourist’s decision making regarding Kerala as a Destination.

CHAPTER II

REVIEW OF LITERATURE

This chapter is the review of existing literature on the topic chosen for research.

The research on destination branding , popular culture, and mass media illustrates that internet as a form of visual media have an impact on an individual’s image of a destination and that this phenomenon is growing worldwide.

This consumer generated media consistently shapes and re shapes the consumer perception when ed by active resources from the state government .Based on the literature on popular culture and mass media, internet is a form of mass media which is in a broader sense a form of popular culture.

Therefore, the following discussion will describe the existing literature on destination image, popular culture, mass media, and movies in relation to tourism. In addition, the literature review will describe the variables chosen for the study and introduce a model that was developed for the purpose of this thesis.

Destination Branding

The concept of destination branding has been extensively explored.

Destination branding2 is the set of marketing activities that

(1) the creation of a name, symbol, logo, word mark or other graphic that readily identifies and differentiates a destination; that

(2) consistently convey the expectation of a memorable travel experience that is uniquely associated with the destination; that

(3) serve to consolidate and reinforce the emotional connection between the visitor and the destination; and that

2

Blain, C., S. E. Levy, & B. J. R. Ritchie. (2005). Destination Branding: Insights and Practices from Destination Marketing Organizations. Journal of Travel Research, 43(4), 328-338.

(4) reduce consumer search costs and perceived risk. Collectively, these activities serve to create a destination image that positively influences consumer destination choice.

This definition implicitly addresses the three important components of branding – economic, experiential, and emotional (including spiritual) value. If a destination cannot provide value to tourists, businesses, and investors, it is unlikely to become a brand that generates revenue or tourists.

CHAPTER III

METHODOLOGY AND ANALYSIS

The purpose of this study is to explore and understand the influence the role of Kerala Government’s various

technology based promotional

measures in improving and

building a positive consumer friendly image of the state .

In this perspective the research seeks to benchmark future brand performance and marketing activities; identify brand vision and capabilities that internal stakeholders would ; understand organizational vision, processes, and functions;

identify

training, , resource, or other requirements; learn how the organization identifies and communicates with travel agents, tourist prospects, visitors, and media; and identify issues between headquarters and international offices.

Special attention was paid to understanding of customer requirements for value, operational strengths and weaknesses, and brand management issues. Goals were to increase understanding of target audiences, evaluate service to key constituencies,

generate ideas for improvement, learn relative effectiveness of

communications

channels, and gain insights into competitive national tourism organizations.

As the world becomes Internet-centric and brands customer-driven, online offerings will play an increasingly important role in attracting first-time and repeat visitors, as well as developing relationships with potential visitors. As a result, online offerings must offer visual, informational, and functional value.

The rapid expansion of travel discussion, social networking, and individual websites; online bulletin boards; and blogs has provided new ways for potential visitors to learn about Malaysia and share experiences. These alternatives, collectively known as CGM, offer a wealth of marketing data.

CHAPTER IV

FINDINGS

Tourism is a global industry. Yet the marketing of destination with means and measures that the modern age consumer relies upon is absolutely essential . Until and unless the state becomes a stakeholder in promotional actions nothing substantial can be achieved. The nations worldwide are into active destination marketing practices with major emphasis on the creation of competitive advantage. Similar is the case with the state of Kerala in the southern part of gigantic Indian geography.

Majority of those surveyed were the frequent travellers with travelling as a motive to achieve various goals like leisure, business or something else .

Travel agents , published experiences of travellers still is a dominant source of influence while the decision making process is on.

Economic environment ,political stability as well as social congruence are major macro factors that influence the decision making process when they are in their native country or country of previous stay.

As far as micro factors are concerned they depend more on lifestyle security concerns

CHAPTER V CONCLUSION

Digital media is indeed changing the tourism marketing like never before. The new age certainly requires new tools to market the destination . The study of destination image is a relatively recent addition to the field of tourism research. The important role of destination image, both in of understanding travel behaviour and in deg effective tourism marketing strategies, underscores the need to develop methodologies to comprehensively and accurately measure this concept.

Destination image is commonly accepted as an important aspect in successful tourism development and destination marketing due to its impact on both supply- and demandside aspects of marketing. Despite the ample amount of literature, a comprehensive conceptualization of destination image comprising its intricate relationships with several other factors on the supply and demand sides of the market has yet to emerge

SURVEY FORM

Please read each question carefully before responding. Please answer to the best of your ability. Unless indicated, please choose only one answer per question. Thank you for your help.

1.

Name

2.

Gender

3.

Age

4.

Education

5.

Profession

6.

Annual Income

7.

in Family

8.

Email

9.

Nationality

10. Are you a frequent Traveler? Yes No No comments

11. Which attribute you regard as important in destination image formation and decision making?

Scenery/Natural Attractions

Architecture/Buildings

Costs/Price Levels

Historic Sites/Museums

Climate

Beaches

Tourist Sites/Activities

Shopping Facilities

Nightlife and Entertainment

Accommodation Facilities

Sports Facilities/Activities

Fairs, Exhibits, Festivals

National Parks/Wilderness Activities

Facilities for Information and Tours

Local Infrastructure/Transportation

Crowdedness

Cleanliness Personal Safety Economic Development/Affluence Accessibility Degree of Urbanization Extent of Commercialization Political Stability Hospitality/Friendliness/Receptiveness Different Customs/Culture Different Cuisine/Food and Drink Restful/Relaxing Atmosphere (Familiar versus Exotic) Opportunity for Adventure Opportunity to Increase Knowledge Family or Adult Oriented Quality of Service Fame/Reputation

12. How you choose your dream destination or preferred service? Through the travel agent Interaction with experienced traveler Report published by travel journalist Guide books, periodicals and magazines Photography of a renowned photographer Brochures, pamphlets, maps published by tour operator and travel agents National Tourism organizations Internet and electronics mail and television programmes

13. What factors crucially influences your sense and direction of decision making? Micro Factors Information availability regarding USP of destination Perceived Interconnectivity of lifestyle –eating,commuting,communicating,shopping Natural Environment and Health Concerns Sense of Security Money Exchange ,Forex Availability and Banking channels Macro Factors Economic Spirits Political Stablity Law and Order Social Congruence

14. While still in decision making mode , which of the following exerts dominant pressure your decision making process? Media Reports Travel Advisory Family and Friends Business Prospects Other Reasons

15. What constitutes the media in your opinion? Internet Cable and Electronic Media Print Media Movies and animations Books Combination

16. To what extent media influences your perception / image regarding a destination or tourism service ? Highly Moderate Low Not at all