Documente Academic
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of India
Report on
THE GALLUP ORGANIZATION
For
Market Research Division
Ministry of Tourism
Government of India
March 2007
Evaluation Study in Selected Overseas Markets Ministry of Tourism, Govt. of India
Table of Contents
2. STUDY OBJECTIVES 14
2.1 Primary Objective 15
2.2 Secondary Objectives 16
3. RESEARCH DESIGN 17
3.1 Segments identified 18
3.2 Segment definition 20
3.2.1 Travelers Segment 20
3.2.2 Trade Partners 22
3.2.3 Directors of Tourism Office 22
3.3 Methodology 23
3.4 Sample 24
3.4.1 Travelers Segment – Sample Split 25
3.4.2 Trade Partners Segment – Sample Split 26
ANNEXURES 132
NTO offices and representations abroad – Annexure 1 133
NTO staff (expressed in Full-Time Employees – FTEs) – Annexure 2 134
Thailand – Tourism Authority of Thailand (TAT) – Annexure 3 135
Evaluation Study in Selected Overseas Markets Ministry of Tourism, Govt. of India
CHAPTER 1: BACKGROUND
1
Evaluation Study in Selected Overseas Markets Ministry of Tourism, Govt. of India
Among the various regions, while Africa registered the highest annual
growth rate for international tourist arrivals in both 2006 and 2005 (above 8%),
it was followed closely by Asia and the Pacific – 7.7% in 2005 and 7.6% in
2006.
1
World Travel and Tourism Council & Accenture: Travel And Tourism Economic Research in India
2
UNWTO World Tourism Barometer: January 2007
In terms of the future forecast for the year 2007, Africa is forecast to
record the highest growth in the year 2007 at 9%, followed by Asia and the
Pacific at 8%. Americas (+2%), is set to continue growing below the world
average, in spite of good performance of the southern destinations3.
3
UNWTO World Tourism Barometer: January 2007
Of the 842 million arrivals in the world for the year 2006, 167.1 million
were for Asia. Within Asia, North-East Asia contributed about 94 million
arrivals. 53.8 million arrivals were for South-East Asia. Oceania and South
Asia together accounted for about 19.3 million arrivals5.
Asia and the Pacific was able to maintain its extraordinary growth
level (+7.6%, compared to last year), both due to the recovery of Thailand and
the Maldives from the impact of the December 2004 tsunami, as well as
remarkable performances from emerging destinations in the region.
International tourist arrivals in South Asia grew by 10%, boosted by India,
the destination responsible for half the arrivals to the sub-region6.
4
Mega Trends of Tourism in Asia Pacific: June 2006 (Report by UNWTO)
5
UNWTO World Tourism Barometer: January 2007
6
WTO: Newsroom release, taken from -
http://www.unwto.org/newsroom/Releases/2007/january/recordyear.htm
The rise of the low-cost airlines offering not only lower prices but also
lesser restrictions with respect to length of stay or weekend stopover, thus
putting air travel within reach of groups of travelers with more limited budgets
but a healthy desire for travel, also triggered tourism in the region.
7
Though still the smallest of WTO’s tourism regions, South Asia has
been recording consistently strong growth over the past four decades due to
the growing number of new destinations on offer in the region, and the
expansion of the tourism product developed in the main countries of the
region. These developments have served to attract in particular the long-haul
interregional tourist.
7
WTO Tourism 2020 Vision – Countries part of South Asia: Afghanistan, Bangladesh, Bhutan, India,
Iran, Maldives, Nepal, Pakistan & Sri-Lanka.
8
WTO Tourism 2020 Vision, Volume 6: South Asia
9
WTO Tourism 2020: Classifies the 22 destinations as Australia, Bangladesh, Comoros, India,
Indonesia, Kenya, Madagascar, Malaysia, Maldives, Mauritius, Mozambique, Myanmar, Oman,
Pakistan, Reunion, Seychelles, Singapore, Somalia, South-Africa, Sri-Lanka, Tanzania, Thailand and
Yemen
India’s recent and current economic growth is all the more impressive
given that, for most of the last 50 years, it struggled to increase its GDP faster
than population. Goldman Sachs report, Dreaming with BRICs: The path to
2050, predicts that India will become 3rd largest economy of the world by
2035, behind US and China.
The nominal GDP stands at Rs. 35,315 billion, or U.S $ 797 billion. The
industrial growth as reflected in the month of September 2006 up by 11.4%,
the infrastructure index up by 9.9%, business confidence picking up again,
and strong sectoral trends reflected in autos, cement and telecom all
prognosticate encouraging story10.
From 2007 to 2020, India’s GDP per capita in US$ terms will
quadruple. Indians will also consume 5 times more cars and 3 times more
crude oil. 11
10
India Macroscope – Travel and Tourism in India: Unlocking its potential as an engine for growth,
Citigroup, November 2006
11
Goldman Sachs: Global Economics Paper No: 152, India's rising Growth Potential, January 2007
INFRASTRUCTURE
Roads
India has one of the largest highways and road networks in the world,
second only to that of USA. The total length of the road exceeds 3.5 million
kilometers13. The Golden Quadrilateral Highway project aims to connect 4
largest cities: Delhi in the North, with Kolkata in the East, Chennai in the
South and Mumbai in the West. Along the way it runs through 13 other states
and 17 other cities (with a population of million or more inhabitants) and is
expected to be fully functional by 200714.
Power
Steps have been taken to improve the Power and Electricity situation in
the country. Out of the 80,000 villages which were yet to be electrified at the
time of making the 10th Five year plan, it was proposed to electrify 62,000
villages through Grid Supply and the remaining 18000 villages through the
use of decentralized non-conventional sources of energy, by 2011-12 15.
12
India Infrastructure: ENAM India Research, December 2006
13
Total Tourism India: An analysis of the Worlds’ fastest growing market, Pacific Asia Travel
Association 2006
14
Goldman Sachs: Global Economics Paper No: 152, India's rising Growth Potential, January 2007
15
10th Five year plan (2002-2007)
Water
The 10th Five Year Plan was declared as the ‘Water Plan’ for focused
attention on the integrated development of water resources in the country.
Some state governments have made changes in existing irrigation acts to
motivate participation of beneficiaries in construction, operation and
maintenance.
AVIATION
There are two broad components to the Civil Aviation Industry, the
Airports and the Airline Companies.
16
AeroIndia 2007: Business Opportunities, Civil Aviation Sector, from -
http://www.aeroindia.in/htm/bu-opp.htm
17
Business Line, October 21st, 2006
Australia or South-East Asia, the low cost model has expanded in the market,
and gained significant share. India is no exception to the rule. With the entry
of LCCs (Low-Cost Carriers) like SpiceJet, GoAir, Air Deccan, the Industry
has undergone massive change. From being a service that few could afford,
the sector has now graduated to being a fiercely competitive industry with the
presence of a number of private and public airlines and several consumer-
oriented offerings.
There exist a strong potential for India to become world’s leading LCC
Market; it already counts half a dozen airlines based on the low-cost model,
and on an average 40% of the passengers are first-time airline travelers. The
Sydney-based Centre for Asia Pacific Aviation (CAPA) predicts that the LCC’s
market share in India will reach 70% by 2010, making it the Worlds’ leading
LCC market in terms of total market penetration19.
18
The Financial Express (Edits and Columns), Indian Aviation: Gaining Tailwind, September 2006
19
Total Tourism India: An analysis of the Worlds’ fastest growing market, Pacific Asia Travel
Association 2006
- 10
10 - © THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets Ministry of Tourism, Govt. of India
20
This figure has been arrived at by taking into account the figures estimated for foreign tourist and
NRIs visiting India as obtained from the International Passenger survey 2003 of Ministry of tourism
21
Mega Trends of Tourism in Asia Pacific: June 2006 (Report by UNWTO)
22
World Travel and Tourism Council & Accenture: Travel And Tourism Economic Research in India
(2006)
- 11
11 - © THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets Ministry of Tourism, Govt. of India
The travel and tourism sector creates more jobs per million rupees of
investment than any other sector of the economy and is capable of providing
employment to a wide spectrum of job seekers from the unskilled to the
specialized, even in the remote parts of the country23.
The last few years have been highly successful for India Tourism. The
‘Incredible India’ campaign has enabled the destination to penetrate global
market and reach the ultimate consumer through electronic, print and internet
media.
23
10th Five year plan (2002-2007)
- 12
12 - © THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets Ministry of Tourism, Govt. of India
The Incredible India campaign has been the winner of PATA Gold
Award for best Print Ad Campaign and PATA Gold Award for Best
Destination Marketing Campaign
The Incredible India Campaign has been ranked as the ‘Highest
Recall Advertisement worldwide by Travel and Leisure
World Travel Awards received for a) Asia’s Leading Destination b)
World’s leading Travel Destination Television Commercial c)
Worlds’ Leading Responsible Tourism Project, for Endogenous
Tourism Project and d) Asia's leading tourism and convention
bureau
- 13
13 - © THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets Ministry of Tourism, Govt. of India
- 14
14 - © THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets Ministry of Tourism, Govt. of India
This further translated into the following being the primary objectives of
research:
Objectively assess the salience and effectiveness of the integrated
communication effort undertaken by the Ministry of Tourism, Govt. of India, by
source of awareness viz.
Levels of the various overseas marketing activities carried out by the
Ministry of Tourism, Govt. of India.
Through different medias – TV, Radio, Posters, Print; Press and Media
relations; Customer Information services; Consumer fairs and
Exhibitions, Trade events, Festivals, Hallmark events and Website, and
various other channels of communication as applicable, amongst
various target segments.
24
TOR
The feedback from the Directors of the Tourism offices based out of
different countries was also included, as it was felt necessary to capture the
opinions of the India Tourism Offices. For this qualitative research
methodology was employed. The Directors were spoken to and their inputs
studied.
• GENERAL POPULATION
• Intending travelers
• Intending to travel to India
• Intending to travel to other Asian
destinations, but not India
• Non travelers
• Returning travelers
• TRADE PARTNERS SEGMENT
• Small
• Medium
• Large
• DIRECTORS OF THE INDIA TOURISM OFFICES
Four layers were covered within the Travelers segment. These four layers
are as mentioned below –
Fig 3.2.1a elaborates in detail on the sampling framework and the target
segments appearance in the universe.
General
Population
Asia Travelers
Recent travelers
Potential India to India
Vacation Travelers
(Travelers Segment) •Departing vacation
travelers from India
• Intending to travel to India
in the next 2 years on
vacation
Fig 3.2.1a
3.3 Methodology
3.4 Sample
In all, a total of 8295 Travelers, 602 Trade Partners were met across
these 13 countries and 20 locations and 518 Recent Travelers were met at
the Indian airports. The data collection was done during the two month period
of October-November 2006.
The entire field work for all the segments were done during October –
November 2006. Table 3.4.1a, gives the break up of the sample for the
Travelers segment (including the Recent Travelers), and tables 3.4.2a and
3.4d give the break up for the Trade segment.
Fig 3.4.1a
Further as has been mentioned earlier there were specific quotas with
respect to the Travelers who intend traveling outbound to ASIA but not INDIA
for vacation in the next two years, and also travelers who intend traveling to
INDIA for vacation in the next two years. These segments were referred to as
Potential Asia Travelers (PAT) and Potential India Travelers (PlT), and the
sample size achieved for each of these segments has been given in Table
3.4.1a.
Fig 3.4.2a
As Table 3.4.2a and Table 3.4.2b elaborate, both CATI and In-person
methodologies were used for the Trade Partners segment as well. Which ever
source markets permitted the use of the two methodologies, a combination
was used.
Fig 3.4.2b
CHAPTER 4:
FINDINGS –
TOURISM OFFICE EFFECTIVENESS
Although the role of tourism offices is not designed for direct interaction
with potential travelers, the current awareness levels of India Tourism offices
in the travelers segment offers scope for improvement. The travelers, who are
aware of India tourism office, have learnt about them from Travel Agents
(Trade partners), Internet and friends, relatives or acquaintances.
The trade partners have highlighted some challenges that they face
while marketing India as a tourist destination and many of these issues are
destination related challenges (like hygiene, safety issues and destination
products), but they are also voicing lack of marketing and promotional support
from the Tourism offices, which if worked upon will help in driving India as a
tourist destination.
A deeper look at the data reveals that the relationship between Trade
partners and the Tourism office of India needs further reinforcement. The
trade partners seek support from the Tourism offices in terms of promotional
materials and communication for the potential travelers. This further is a
reaffirmation of the belief amongst Trade partners that the travelers from their
regions do not have adequate knowledge about India as a tourist destination.
An interesting trend noticed amongst the large Operators is that their
interaction with Tourism offices is limited. When compared against the
competing destinations the interaction with the India tourism office is better.
The trade partners, who do not deal with India currently, are not
considering dealing with India as a tourism destination in future. The main
challenge for these operators, moreso in Americas and Europe, is that India
(and Asia) is not in the immediate consideration set for travelers in their
markets.
The travelers’ awareness levels of Tourism offices are fairly low, and
this is true of across most source markets and relatively higher for Recent
Travelers (Fig 4.2.1a). The source of awareness amongst those who are
aware is largely driven by their contact of Travel Agent, or by the use of
internet (Fig 4.2.1b).
Fig 4.2.1a
Prime source of awareness about the India tourism offices are - ‘travel
agents’, ‘word of mouth’ and ‘internet’.
Fig 4.2.1b
Fig 4.3.1a
Trade Partners who are not dealing with India were specifically asked -
why they do not deal with India.
The prime reason mentioned by the trade partners is that they have
‘specialized’ in a certain set of destinations. So as the business is getting
niche, it seems the trade partners are focusing their efforts in developing key
destinations. Lack of promotional support comes across as another reason for
the trade partners to not deal with India (Fig 4.3.2a)
Fig 4.3.2a
The future disposition amongst the trade partners to deal with India is
also not so positive, expectedly in Long haul markets (Americas and Europe)
keeping in mind the consideration set of travelers in these markets.. More so
with respect to the medium and large sized trade partners (Fig 4.3.3a); where
the dependence or interaction with Tourism offices is low.
Fig 4.3.3a
Fig 4.3.4a
Only a third of Trade partners met said they were interacting with the
respective tourism offices. The level of interaction reduces as the scale of
operations of the trade partners’ increase (Fig 4.3.5a). This poses challenges
in long haul markets, wherein preferences for destinations like India (which
are not in the immediate consideration set) would require active involvement
of large operators.
Fig 4.3.5a
Fig 4.3.5b
Fig 4.3.5c
Fig 4.3.5d
The response from the trade partners was sought on a five point significance
scale, wherein %5 was, ‘extremely significant’, and %1 was ‘not at all
significant’.
CHAPTER 5: FINDINGS –
TRAVEL BEHAVIOUR
The various terms and nomenclatures that have been used in the
tables, charts and graphs are explained as follows:
The key attractions for the Recent Travelers has been ‘Warm and
friendly people’ (50%), Cultural Diversity (46%) and ‘Plenty to see and do’
(45%).
Coupled with the above only 25% of trade partners across source
markets feel that the travelers from their market “know a lot about” India. This
is a cause of concern. Further, one in every three trade partners feels that the
information available about India as a tourist destination in their market is
insufficient (more so true in case of the large Trade partners). Trade partners
voice that the information seems to be lacking in the area of ‘places to see
and visit’.
The following chapter deals with the findings on travel behavior from
the Travelers segment, following this section is the Trade partners segment
and the trends observed regarding the travel behavior by studying the trade
partners segment
The incidence of past vacation travel in the last two years is averaging
at around 40%; the highest is in Australia and lowest in South Korea, as can
be seen from fig 5.3.1a.
100%
90%
80%
70%
60%
46% 51%
50% 42%
40% 39% 41%
39%
40% 36%
31%
30%
20%
10%
0%
Overall Canada USA UK C. Europe Middle South Japan Australia
East Korea
Fig 5.3.1a
As can be seen from the graph 5.3.1b, Incidence of past travel (in the
last two years) to Asia is high in Japan, South Korea, Middle East and
Australian market. North America and Europe favor Europe and the
Americas. India is a favored destination amongst the travelers traveling from
Middle East.
CANADA (%) UNITED KINGDOM (%) C. EUROPE (%) MIDDLE EAST (%)
Fig 5.3.1b
The graph given in fig 5.3.2a highlights the future travel intention at
three levels; the base of the pyramid refers to - intention of the General
population to travel outbound. At the next level are the incidence of travelers
to Asian destinations but not INDIA, and the crown of the pyramid represents
the travelers who intend traveling to India. The green bars which are given
parallel to the pyramids represent the figures at the three levels of the
pyramids but for the ‘Past Travel’. The idea behind the analysis is to give a
comparative picture of the travel intention, both future and past.
2% 1% 2%
Potential Potential Potential
India = 2% India = 1% India = 5%
6% 6% 8%
Potential Asia Tr. = 6% Potential Asia Tr. = 7% Potential Asia Tr. = 10%
Potential 1% 10% 1%
Potential Potential
India = 3% India = 14% India = 1%
7% 22% 24%
Potential Asia Tr. = 12% Potential Asia Tr. = 36% Potential Asia Tr. = 22%
Potential 1% 3%
Potential
India = 1% India = 4%
Pot Vacation Travel. = 30% 39% Pot vacation Travel. = 65% 51%
Fig 5.3.2a
INDIA 5 INDIA 1
Fig 5.3.2b
As a next step, only Asian destinations were prompted and Fig 5.3.2c
shows the choice of Asian destinations both at Spontaneous level and at Total
level (which is spontaneous + aided).
CANADA (%) UNITED KINGDOM (%) C. EUROPE (%) MIDDLE EAST (%) SOUTH KOREA (%)
Spo Tot Spo Total Spo Tota Spo. Tota Spo Total
India 4 16
USA (%) Overall (%)
Fig 5.3.2c
Airports Radio
Tourism Fairs / Exhibitions Magazine
59% / Newspapers
Cinema
N = 503
Fig 5.3.3a
Fig 5.3.4a
Fig 5.3.4b
The US, Canada and UK markets clearly show a preference for ‘Non
package’ tours, while, South Korea and Japan prefer ready-made package
tours with tour guides. Also one in every three travelers in Australia prefer
‘Tailor made packages’ (Fig 5.3.4b)
Fig 5.3.4c
Fig 5.3.4d
While talking about the places they would like to visit, there is singularly
high mention of the Taj Mahal. However, the Recent Travelers reveal a
different picture. They have truly experienced the range / diversity that India
as a destination offers, and therefore their experience spans across
monuments, places of religious interests, hill stations etc, across several
visits. It may be concluded that before a traveler visits India, the predominant
destination imagery is that of the Taj Mahal but upon arrival and in the course
of the vacation he/she visits other areas of interests.
Fig 5.3.4e
Fig 5.3.4f
Fig 5.3.4g
All the travelers who intend to travel outbound on vacation in the next
two years, but have not chosen India as a destination, mention reasons such
as - ‘doesn’t offer things of interest to me’ and ‘safety and hygiene’ issues,
which are primarily destination reasons, as reasons for not intending to travel
to India (Fig. 5.3.4h)
Fig 5.3.4h
The top three attractions in India are stated as – ‘Warm and friendly
people (50%), culture and diversity and plenty to see and do. Beaches,
traditional image and monuments also get mentioned as the prime attractions
for the Recent Travelers (Fig 5.3.5c)
More than half of the Recent Travelers spent more than $3000 during
their stay in India; this is all inclusive for their entire trip, including the cost of
transportation / travel etc (Fig 5.3.5d).
Fig 5.3.5a
Fig 5.3.5b
From the point of view of the Recent Travelers, their interface with the
local people comes out as the strongest impression/attraction from their
overall India experience. It’s basically interplay of their experience with
people, cultural diversity and the sheer range of things to experience which
are attractions as per the Recent Travelers.
Fig 5.3.5c
Fig 5.3.5d
Fig 5.3.5e
97% of the Recent Travelers mention that they enjoyed their stay in
India. A key highlight is that majority of recent travelers would like to return to
India and advocate it as a destination to be visited for vacation.
Fig 5.3.5f
This chapter deals with the detailed findings with respect to the travel
behavior from the perspective of the channel partners or the Trade partners.
Fig 5.4.1a
Fig 5.4.1b
Fig 5.4.1c
The trade partners, who deal with India, have mentioned Thailand as
the number one destination in terms of Popularity; Americas are close behind
(Fig 5.4.1c).
Fig 5.4.1d
Looking at the data by tenure in business, the operators who are new
in the business are favoring India as a popular destination, however amongst
the more seasoned operators Thailand is the favorite. (Fig 5.4.1d).
Fig 5.4.1e
Fig 4.4.1f
Thailand, India and China are the top three destinations in terms of
increased popularity in the last two years (Fig 5.4.1f). In addition to Thailand
and China, India also figures in the top 3 in terms of popularity amongst the
travelers as mentioned by Trade partners (Fig 5.4.1g).
Fig 5.4.1g
Fig 5.4.1h
Fig 5.4.1i
Fig 5.4.2a
Fig 5.4.2b
Fig 5.4.2c
Fig 5.4.3a
Fig 5.4.4a
As figure 5.4.4a indicates, ‘cultural diversity’, ‘plenty to see and do’ and
‘places of religions importance’ is the top three attractions in India for tourists
as per the Trade Partners.
Fig 5.4.5a
Fig 5.4.6a
Fig 5.4.7a
Fig 5.4.7b
Fig 5.4.7c
Close to one in every three trade partners states that the information
available about India as a tourist destination is not sufficient. The information
is seen lacking with respect to the specific product available, places to see, on
transportation and laws and regulations of the country. (Fig 5.4.8a and Fig
5.4.8b).
Fig 5.4.8a
Fig 5.4.8b
Fig 5.4.9a
CHAPTER 6:
FINDINGS –
COMMUNICATION EFFECTIVENESS
The Travelers get their destination awareness from – Press and TV.
The Recent Travelers also mention websites (other than the official websites),
airports and brochures as key sources of awareness. The mention of official
website as a source of awareness is negligible.
The “Taj Mahal” is the predominant element from the campaign, getting a
maximum recall (34%). This holds true amongst the ‘Recent Travelers’ as
well. Although the advertising is communicating the message of India being a
destination steeped in history, culture and offering ‘lots to see and do’, there is
no specifics that the travelers are able to associate with the ‘plenty’ aspect of
the destination.
India has a very ‘distinct’ image with associations like – Palaces and
Royal Retreats, Places of religious interests, Yoga, Ayurveda and meditation,
Heritage and artifacts etc. In comparison to competing Asian destinations,
China and Thailand have strong mentions with ‘Cultural Diversity’. Singapore
and Hong Kong are considered to be safe and secure destinations.
Fig 6.2.1a
Fig 6.2.2a
Fig 6.2.4b
However the findings of the study indicate that in terms of the elements
recalled from the advertising, Taj is the singular element achieving a very high
recall. In fact across geographies and across travelers segments, Taj gets
mentioned as the element of advertising seen by them. (Fig 6.2.5a, 6.2.5b,
6.2.5c).
Fig 6.2.5a
Fig 6.2.5b
Given below are the top elements that the Recent Travlers (Travelers
who have stayed in India and are now heading back) have recalled from the
India Destination campaign. Again, Taj gets a very high recall, the slogan is
recalled by one in every five Recent Travelers (Fig 6.2.5c)
Fig 6.2.5c
There were six story boards (identified as the prime campaigns) which
were shown to the Recent Travelers. All six namely – Ayurveda, Fairs and
Festivals, Ruins of Humpi, Taj Mahal, Desert and Wildlife and awareness was
asked from the respondents (yes / no question).
Again, we see that the story board on Taj gets higher mentions of
aided awareness than the other story boards, re-emphasising the point that
Taj is the predominant property associated with India (Fig 6.2.6a).
Fig 6.2.6a
Fig 6.2.8a
Fig 6.2.8b
(Fig 6.2.9a) - The responses from the Travelers were sought on a five
point scale wherein ‘5’ was ‘Absolutely agree’. The scores given in the graph
are the scores of ‘positive disposition’.
Fig 6.2.9a
5.2.10 Image
Across source markets other than Middle East, India gets very strong
associations with - royal retreats, palaces, yoga, ayurveda, meditation etc.
And on these attributes India is fairly distinct - there are no other destinations
which are closer to India in terms of strength of association. Middle Eastern
travelers strongly associate India with medical treatment.
Indonesia and Sri Lanka are the destinations which are strongly
associated with Value for Money and being the destinations which are in-
expensive.
Fig 6.2.10a
Fig 6 .2.10b
Fig 6.2.10c
Fig 6.2.10d
AUSTRALIA TRAVELERS
Fig 6.2.10e
The last chapter dealt with the findings from the Travelers Segment
with respect to the Communication effectiveness, this chapter will deal with
the detailed findings on Communication Effectiveness from the point of view
of the trade partners.
Fig 6.3.1a
The Trade partners were asked to rate the success of the marketing
campaign on a five point scale. Wherein ‘1’ means not at all successful and ‘5’
means ‘very successful’. The findings indicate that fairly large section of Trade
is undecided about the campaign’s success (fig 6.3.2a).
Fig 6.3.2a
Another important reading from the data is that amongst the trade
partners dealing with India (Fig 6.3.2a), the percentage of the respondents
who give a perfect ‘5’ on success of the marketing campaign is lower than the
trade partners who are not dealing with the Asian destinations.
CHAPTER 7: FINDINGS –
NTO INTERVIEWS
The information areas on which the feedback was solicited from the
directors spanned across:
For the customers the strategies have been tailor made to suit the
palette of the source markets. For instance in the Australian market, ‘Town to
Town’ road-shows / activities are organized. The office there organizes
something called as ‘India Evenings’, wherein the travelers who have been to
India are called and asked to articulate their experience. The evenings are
facilitated by the pictures and collages explaining or defining India as a tourist
destination. In other markets there are a number of road-shows, which
involve trade and also past visitors to India.
Further, the campaigns are translated into local vernacular to suit the
market specific requirements, and the NTOs also modify the message to
include ‘call-to-action’ content in the communication modules. However the
central theme across communication strategies now is the ‘Incredible India’
theme.
Growth opportunities
Challenges ahead
Also the India-end of the operators (based in India) are found wanting
in terms of support for operators in the source markets.
Some of the NTOs have been doing outstanding work and have been
winning accolades for their endeavors. It is important that a ‘best-practice’
analysis across these tourism offices is done and the learning from these
offices be captured in a capsule / module and then applied across the tourism
offices.
Also for some of the tourism offices, the office bearers or the directors
are fairly seasoned tourism experts, and the richness of their experience
comes into play while executing and designing strategies for travelers as well
as trade partners.
SUMMARY
CHAPTER 8: SUMMARY OF
METHODOLOGY AND FINDINGS
The scope of the study included interviews amongst travelers and trade
segment conducted during the two month period of October-November 2006.
It covered 13 source markets spread over Asia, Australia, Europe, Middle
East and North America. Two techniques of data collection were used in the
Gallup study.
1. Computer-Aided Telephonic Interviews (CATI)
2. ‘In-Person Interview’ - the interviews were done by the
professional interviewers who went and visited the respondent
in-person to gather his / her feedback.
In all, a total of 602 Trade Partners, 8295 Travelers and 518 Recent
Travelers were interviewed. For the Recent Travelers segment, the data
collection was done at international airports in the following locations:
Mumbai, New Delhi, Bangalore, Hyderabad and Chennai.
Findings from the primary research and interviews with the National
Tourism Offices have been summarized below.
This segment had mixed comments with respect to the current India
Tourism office structure. They felt that the existing structure:-
* Outbound Travel – Outbound Travel here implies travel outside of the respondent’s region. For instance – for a respondent of
Germany, Outbound Travel would mean, travel outside of Europe.
8.4.2 Image
8.4.3 Communication
CHAPTER 9:
WAY FORWARD
OVERALL STRATEGY
A) NATIONAL B) COMMUNICATION
TOURISM OFFICES
25
Structures and Budgets of National Tourism Organizations: UNWTO (2004-05)
The challenge for India, as with other Asian destinations, is that in most
long-haul source markets, though there is latent need / interest in the
destination, it is not immediate. Here the role of the Tourism offices is critical
in terms of sustaining interest and increasing the relevance, through
increased activity in key markets.
Strengthening Presence
26
Structures and Budgets of National Tourism Organizations: UNWTO (2004-05) (Refer Annexures:1)
27
Structures and Budgets of National Tourism Organizations: UNWTO (2004-05) (Refer Annexure:3)
Trade Interaction
destination. On this front, the two requirements of the Tourism offices are on
promotional front and also on product offerings.
COMMUNICATION
In terms of content:
Apart from India Tourism offices and Communication, there are other
destination challenges that require to be addressed. Some of these are
infrastructural issues such as – hotel room availability and associated pricing.
Some of the other mentions which increasingly will play a critical role and
warrant attention are – Cleanliness & Hygiene and Safety & Security issues.
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ANNEXURES
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