mba international business project report
TRANSCRIPT
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 image1 . 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 supported 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) support 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 support; 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 terms of understanding travel behaviour and in designing
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 demand-
side 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. Members 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
Costs/Price Levels
Climate
Tourist Sites/Activities
Nightlife and Entertainment
Sports Facilities/Activities
National Parks/Wilderness Activities
Local Infrastructure/Transportation
Architecture/Buildings
Historic Sites/Museums
Beaches
Shopping Facilities
Accommodation Facilities
Fairs, Exhibits, Festivals
Facilities for Information and Tours
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