Marketing and Branding of Tourism and Hospitality Industry

DESTINATION IMAGE AND DESTINATION PERSONALITY: ANALYSIS OF THEIR IMPACT ON INTENTION TO RECOMMEND Parikshat Singh Manhas Associate Professor, School of Hospitality and Tourism Management (SHTM), & The Business School (TBS), University of Jammu, Jammu. psmanhas@rediffmail.com Meenu Sharma Research Scholar, School of Hospitality and Tourism, Management (SHTM), University of Jammu, Jammu, meenu_aquarius2005@yahoo.co.in Abstract: Just as brands can have distinctive personality, destinations can also possess some unique characteristics. Similarly, destination personality can have impact on tourist behavior as brand personality have on consumer behavior. A distinctive destination personality can help differentiate among destinations (Murphy, Moscardo & Benckendorff, 2007), influence destination preference and choice behavior (Crockett & Wood, 1999, 2002; Murphy, Benckendorff & Moscardo, 2007), positively improve destination image (Hosany, Ekinci & Uysal, 2006, 2007) and enhance tourist loyalty (Ekinci&Hosany,2006). In the tourism market place where competition is increasing day by day, destination marketers are facing the challenge of attracting tourists through destination branding and destination personality building practices (Ekinci and Hosany, 2006). As places become substitutable destination personality, defined as the set of human characteristics associated with a destination, is seen as a viable metaphor for crafting a destinations unique identity. At the conceptual level, the importance of destination personality has been widely acknowledged (Ekinci and Hosany, 2006). Destination image has been a dominating area of tourism research for the past three decades. Destination image influences the destination choice decision-making process and condition the after-decision-making behaviors including participation (on-site experience), evaluation (satisfaction) and future behavioral intentions (intention to revisit and willingness to recommend) (Ashworth & Goodall, 1988; Bigne et al., 2001; Cooper, Fletcher, Gilbert & Wanhill,1993; Lee et al., 2005; Mansfeld, 1992). The present paper assessed the destination image and destination personality of Jammu and also found out whether destination image exerts an influence on intention to recommend. It also aimed to find the relationship between destination brand personality and destination image.

Marketing and Branding of Tourism and Hospitality Industry

DESTINATION BRANDING: COMMERCIALS Shiba Daveshar FPM-C- The Mudra Institute shiba_fpm1@micamail.in Abstract:

SEMIOTIC

ANALYSIS

OF

TOURISM

of

Communications,

Ahmedabad

(MICA),

Gujrat,

This paper explores the differentiation and positioning adopted by the tourism ministries of five states in India to brand their destination as different under the larger umbrella of Incredible India. A Semiotic Analysis of the television commercials of destination branding helps these different positions to emerge. While it is difficult to understand a unique and complex phenomenon such as travel and the choice of it, this paper seeks to present the positions claimed by various state tourism ministries in an attempt to promote their destination. There are reasons beyond just good positioning and clear branding that feed into t travel decision. Because one of the most successful campaigns such as that of Madhya Pradesh tourism would result in high footfalls into Madhya Pradesh. This is an enquiry beyond the scope of this paper. The semiotic analysis in this paper helps to provide an understanding from the point of view of the advertiser on the attractions of destination branding. The positioning a destination helps to create a niche. Dean MacCannell in his seminal work The Tourist (1999) stated the relation between sightseeing and markers. Tourists create markers and transform sights for reference to their cultural memories (MacCannel). A marker serves for identification and constructed recognition. Like in the case of tourism TVCs important sights like temples of Somnath for Gujarat tourism, Konark for Orissa and Sanchi Stupa for Madhya Pradesh tourism were highlighted.

Marketing and Branding of Tourism and Hospitality Industry

WEB ANALYTICS: TOOL FOR GAINING CUSTOMER ENHANCING WEB PERFORMANCE OF TOURISM WEBSITES

INSIGHTS

AND

Siddharth Sharma Research Scholar, School of Business, Lovely Professional University, Jalandhar-Delhi G.T. Road (NH-1), Phagwara, Punjab (India) 144402, s.siddharth1302@gmail.com Dr. Rajesh Verma Professor & Head, School of Business, Lovely Professional University, Jalandhar-Delhi G.T. Road (NH-1), Phagwara, Punjab (India) 144402, rajesh.verma@lpu.co.in Abstract: Web Analytics can offer tourism organizations with a better understanding of web site visitors behavior. Such an understanding can be very useful for the web masters and companies in the development of competitive and strategic intelligence. This paper attempts how web analytics has been adopted and used as tool by the tourism industry to measure and improve their web performance. The study used the secondary data to understand the changes that has been made by web analytics in tourism industry. Customers demographics and attitudes can be mined with reasonable accuracy to better understand the limitations of a particular site. It also contributed in measuring the performance of competitors in tourism industry. Web analytics give useful information in order to make constructive website changes for tourism industry. In this study comparison of four tourism websites has done to measure their performance in the market as compared to other similar sites. Among the four tourism websites the performance of MakeMyTrip.com is at the top. These sites have done SmartViper web analysis to evaluate their site and deduced that what are the key products which are demand by their visitors. Web analytics also help them to improvise their site by making Heatmap which tells the important things on which the eye of customers goes. So with this tourism website can put its information carrying words on hottest place where customers look first. Web analytics is intended to help the company serve those customers who visit their sites regularly. It facilitates the tourism sites to formulate the strategies to attract more customers on their website. All in all, web analytics gives useful information vital in order to make constructive website changes for tourism industry.

Marketing and Branding of Tourism and Hospitality Industry

EVALUATING VISITOR SATISFACTION AND TOURISM DEVELOPMENT IN SARNATH Charu Sheela Yadav Assistant Professor, Indian Institute of Tourism & Travel Management, (An organisation of Ministry of Tourism, Govt. of India), New Delhi. charupg@rediffmail.com Abstract: The present study concluded that Sarnath has got all the nutrients of a tourist destination i.e. attraction, accessibility and accommodation facilities. Its proximity to Varanasi is of great advantage as it adds to the number of tourists to Sarnath. There is no system of surveying tourists or taking their feedback so as to improve the services, if a feedback system is brought into practice the Tourism Department can get to know its weaknesses and the expectation of the tourists and the way to achieve these expectations and provide complete satisfaction to the tourists. Quality infrastructure is the key for development is the key for development of tourism sector. Ministry of Tourism, Government of India has been making efforts to develop quality tourism infrastructure at destinations and circuits through sanctioning of Mega Projects. In the 11th Five Year Plan 38 Mega Projects have been identified. Under this scheme VaranasiSarnath-Ramnagar has been sanctioned Rs 50 crores. Development of Sarnath as a twin destination with Varanasi on the patterns of Nalanda is worth considering. Nalanda once a place with zero development and a negligible tourist receipt, even though had a great significance in the Buddhist circuit, now is a place to take inspiration from. It has been transformed into a tourist paradise and also has a twin city Rajgir just 11 km away. So both the destinations now complement each other. Sarnath has been rated as grade A destination by the UP Government Tourism Department but still requires certain attention on infrastructure. The website of UP tourism should be more user friendly and can be accessed easily. The tourist experience can be enhanced by organizing heritage walks, religious discourses and festivals related to Buddhism.

Marketing and Branding of Tourism and Hospitality Industry

FOOD AND BEVERAGE SERVICE QUALITY IN CHAIN HOTELS AND RESORTS IN INDIA: A COMPARATIVE ANALYSIS. Bharat Kapoor Senior Lecturer, Lovely School of Hospitality & Tourism, Lovely Professional University, Phagwara, (Punjab) India.bharatkapoor22@gmail.com Abstract: Service quality has emerged an important area in the hotel industry for decades. Thus, it is essential that service providers understand customer expectations and perceptions as well as the factors that influence their evaluation and satisfaction with the provided service. Chain hotels and resorts play a significant role to support the success of the hotel industry in India. However in general most of the chain hotels and Resorts operators face numerous constraints and difficulties in running their businesses. In this study, the Food and Beverage services offered by various chain hotels and Resorts are discussed. The study was limited to the hotels that provide different food and beverage services in their various food and beverage outlets. The respondents were 200 food and beverage managers of these businesses. The localities of the research covered the four major states of north India, namely New Delhi, Himachal Pradesh, Punjab and Jammu and Kashmir. The finding of the research indicates that the food and beverage services offered by various chain hotels in India are much better than services offered by Resorts. The numbers of food and beverage service outlets are less in resorts as compare to chain hotels. Finally the article provides useful findings for policymakers to improve the existing policies for hotel industry in India. Guidance to a new entrepreneur who intends to venture into Hotel/Resort business is also reported in this article.

Marketing and Branding of Tourism and Hospitality Industry

E- MARKETING FOR TOURISM DESTINATIONS Jaspreet Kaur Ishar Floor Coordinator, Ivy Hospital, #320, Sector-71, Mohali, Punjab. ishar.jaspreet@gmail.com Hema Anand Quality Executive, APOLLO Hospital, Ludhiana, Punjab. hema_anand83@yahoo.com

Abstract: Destinations increasingly attract tourists from distant or long haul markets. Destination Marketing Organizations need to work closely together with the local tourism suppliers and develop networks for facilitating the promotion of the destination and enterprises as well as for enabling reservations on the entire range of tourism products and services. The need to disseminate information globally will continue to increase, as both destination-nave and destination-experienced travelers require more and more information. Domestic markets also expand rapidly requesting flexible methods for communicating and booking. They are usually characterized by short get-away-breaks, with trip decisions made on impulse, based on previous experience. However, both international and domestic markets require timely and accurate information that will reflect the individual needs of travelers. Demand patterns also change as the contemporary, sophisticated and wired travelers seek new experiences, often based on information. Tourists request a wide variety of information on areas, facilities, attractions and activities at destinations before departure and once at the destination. It is therefore a combination of both technological enablers and demand drivers that have propelled the realization of Destination Management Systems (DMSs) and have forced destinations to develop eMarketing Strategies. Destination management organizations gradually realize the potential opportunities emerging through ICTs and use technology in order to improve their function and performance as well as for communicating their marketing message globally. It also becomes gradually evident that destinations that provide timely, appropriate and accurate information to consumers and the travel trade have better chances of being selected. The ability of destinations to satisfy the information and reservation needs of buyers efficiently, by providing appropriate and accurate information on-line will be critical for their future attractiveness. Hence, ICTs and DMSs in particular can support destinations to strengthen their competitiveness.

Marketing and Branding of Tourism and Hospitality Industry

MARKETING AND BRANDING OF TOURISM AND HOSPITALITY INDUSTRY IN BHIMTAL REGION- A CASE STUDY Krishna Gopal Dubey Associate Professor, Amrapali Institute of Hotel Management, Lamachaur, Shiksha Nagar, Haldwani, krishaihm@gmail.com Sitanshu Kaul Associate Professor, Amrapali Institute of Hotel Management, Lamachaur, Shiksha nagar, Haldwani Abstract: In recent years of global recession, the hospitality industry has become increasingly concerned with environmental sustainability. This paper has taken a case of Bhimtal, which is situated in the Kumaun hills in Nainital district of Uttarakahnd. Paper will also try to investigate the key areas and which are not being explored till date and might help in developing the region in future. In this regard tourism brochures and websites and analytical study of the leading hotels and restaurants are to be assessed. Thereafter, a comparison on the identification of marketing and branding the products will be drawn between the materials and the perspectives of destination stakeholders. Moreover this paper will also give us the knowledge how marketing of a product increases its brand image and the different techniques applied by them. This is possible by through collection of questionnaire and conducting interviews with potential owners and managers of diverse range of tourism and hospitality business which are run by different stake holders, public, government and semi-government. The areas concerned will include the existing geographical and demographical analysis, services provided, measures taken for branding and marketing their products and their future plans. Then a complete analysis will be undertaken for future economic improvement and skills improvements of the image of Bhimtal region. In a nutshell, the central objective of this research is to determine the right conditions (input) under which the process of branding is assumed to increase competitiveness (output).If proper utilization of resources and skills, Bhimtal and its surrounding natural attraction can become a unique place for flourishing of tourism industry.

Marketing and Branding of Tourism and Hospitality Industry

ROLE OF MEDIA IN MARKETING & BRANDING OF TOURISM & HOSPITALITY INDUSTRY Madhuri Aggarwal Lecturer, (Management), Rayat Bahra IHM Mohali, Punjab. minal_2086@yahoo.co.in Arun Sharma Lecturer, Tourism Management, Rayat Bahra IHM, Mohali, sharma.arun84@gmail.com Abstract: Media as an industry facilitates business contacts, widens the markets and helps diffusion of growth impulses across the globe to promote tourism. Advertisement and promotion of tourism adds to economic growth of the country. It predicts demand for tourism and stimulates subsequent rounds of investments & precautions to be taken care at various stages. There is vital and complex relationship between tourism and the media. Tourism is highly dependent on media reporting because the vast majority of travel decisions are made by people who have never seen the destination first hand for themselves. When there is bad news or a crisis the impact on tourism can be devastating. Tourists are scared away from destinations caught in the glare of round-the-clock disaster coverage, causing communities dependent on tourism to lose their source of livelihood. Either is print media ,electronic media or word of mouth publicity/rumour this research paper will emphasize on understanding the role of online marketing and social media in building destination brands and creating audiences engagement may contribute to the success of marketing strategies and correspondingly to the destinations ability to increase the competitiveness. This study offers the contributions to the need of creating online marketing strategies and leveraging social media activities. Qualitative case-study method generates understanding of approach on digital innovation in Destination Management Organizations marketing. In-depth interview allows exploration of how online marketing strategies with practice of social media used in destination branding processes and engagement of the audience. This study has highlighted the role of various online tourism promotion portals with the positive as well as negative aspects through detailed SWOT analysis.

Marketing and Branding of Tourism and Hospitality Industry

PERCEIVED RISKS IN SOUVENIR BUYING BEHAVIOUR OF INDIAN DOMESTIC TOURISTS Manjeet Singh Research Scholar, School of Hospitality and Tourism Management, University of Jammu, Jammu, manjeet_1386@yahoo.com Neelika Arora Assistant Professor, School of Hospitality and Tourism Management, University of Jammu, Jammu, a_neelika@yahoo.com Anil Gupta Assistant Professor, School of Hospitality and Tourism Management & The Business School University of Jammu, Jammu, anil1975@yahoo.com Abstract: Shopping as a travel activity has become increasingly important to the tourism industry due to its substantial economic contribution to the retail trade in various tourism markets around the world (Jansen-Verbeke, 1987). The importance of tourism shopping is widely recognized despite the fact that little is known about the actual behaviour and expectations of tourists (Jansen-Verbeke, 1991). This paper investigates the perceived risks in Souvenir Buying of the domestic Indian tourists. A questionnaire was developed following the guidelines by Salant and Dillman (1994) to measure the response from the tourists visiting Jammu and Kashmir. In the first part of the questionnaire, tourists were asked about their demographic profile and travel style whereas the other part of the questionnaire focused on measuring the perceived risk in souvenir buying. The perceived risks measured include: Social Risk, Performance Risk, Financial Risk, Time Risk, Psychological Risk and Fraud Risk. The probability of each risk was measured on 0% - 100% scale in 16 items. Data was collected from over 150 tourists visiting/recently visited Jammu. The findings indicate that the tourists coming to Jammu perceive Financial Risk as the highest risk involved in Souvenir Shopping, followed by Fraud Risk. The paper also presents that which are the most important souvenirs, people buy from Jammu. The paper discusses the findings in detail and their corresponding implications.

Marketing and Branding of Tourism and Hospitality Industry

MARKETING OF INTERNATIONAL TOURISM IN INDIA- A CASE STUDY OF HIMACHAL PRADESH Manoj Kumar Chaudhary Assistant Professor, Management, cuhp.manoj@gmail.com

Central

University

of

Himachal

Pradesh,

Abstract: Tourism has emerged as one of the biggest industry in the world. In number of countries it has emerged as the major source of GDP. Initially, tourism based industries were concentrated in the developed world but off late even third world countries have also emerged as major players. India is known for its diversity has tremendous potential for tourism but it is yet to be exploited fully. From the point of view of topography, the country can be divided in to 4 categories. The Northern hilly regions can be placed in first category those have sufficient potential for mountaineering, tracking and adventure tourism. However, because of terrorism and other law and order problems these states could not achieve their potential except Himachal Pradesh. The second category is of North Eastern states which are both hilly as well as plains also. Because of poor connectivity with the neighboring countries, these states have yet to emerge on the tourist map of India. Third category is of Northern and central India. Some of these states like Rajasthan have emerged as the major tourist hub of India. The fourth category is of coastal states those are known for world famous beaches and rich cultural heritage. Goa and Kerala are on the international map of tourism. Therefore, India needs a strategy by taking the peculiarity of various regions in to consideration and SWOT analysis can be a quite useful technique for formulating a long term strategy. In this paper researchers focused on the marketing of International Tourism to enhance the performance of tourism industry in India and also want to emphasize various aspects of Marketing tools, core issues of Marketing programme, future benefits to be derived out of it, its impact on overall performance etc.

Marketing and Branding of Tourism and Hospitality Industry

AN EVALUATION OF DMOS WEBSITES- A TOURISM STUDENTS PERSPECTIVE Sailja Sharma Asst. Professor, Indian Institute of Tourism & Travel Mgt.(An org. of Ministry of Tourism, Govt. of India) 3rd & 4th Floor,New Block,IHM Campus, Library Avenue Pusa, New Delhi110012, sky2shailja@gmail.com Abstract: Like many other sectors, travel trade too has observed the importance that information technology has, in shaping the tourists decision. Technologies like GIS and GPS have brought about a paradigm shift in the manner the tourism industry conducts itself. Undoubtedly, the unabated growth of information technology in the society has changed the outlook of common traveller as the world is witnessing a change from the traditional traveller to the modern traveller who is tuned to be more net savvy, aware and more informative. It is a well established fact that various business suppliers in the tourism industry have used information technology as a major marketing tool to their advantage, realizing the number of benefits that accrue to both the traveller as well as the business suppliers. Various service providers like travel agents, tour operators, airlines, hoteliers, cruise liners, transporters are using websites as a medium for promoting their businesses. Not lagging behind are the various NTOs, DMOs, STDCs, tourism boards of various countries and states which have aggressively used information technology as a medium through their websites to connect to the prospective traveller. Websites of tourism promoting authorities are often the first touch-point for the prospective tourist. If not the last, these websites will have a lasting impression on the tourists. The popularity these websites have been enjoying amongst the prospective traveller for making travel decisions, it becomes imperative for the marketers in tourism business to identify the variables which are of prime importance to the prospective traveller while navigating through their websites. This paper evaluates the tourism websites of selected state tourism boards in India. Post graduate tourism students have evaluated the websites based on a framework developed by author.

Marketing and Branding of Tourism and Hospitality Industry

ROLE OF HPTDC FOR THE PROMOTION OF TOURISM IN HIMACHAL PRADESH Kulwant Singh Pathania, Professor Deptt. of Commerce and Director Academic Staff College, Himachal Pradesh University Shimla. Himachal. pathania_ks@yahoo.com Suneel Kumar, Assistant Professor Deptt. of Commerce, Shaheed Bhagat Singh College, University of Delhi, Sheikh Sarai Phase-2, Delhi suneel26sonu@gmail.com Abstract: The development of tourism in Himachal Pradesh began when the second five year plan was implemented under which Tourist Information Center was established at Shimla. After the Tourist Information Center, Naldehra Golf Club, Bilaspur, Mandi and Chamba Tourist Information Center were opened in the year 1958-59. For the development of tourism during the third five year plan (1961-62), Public Relations Department introduced a separate tourist cell. During First and second five year plans there was no provision of funds for the development of tourism but during third five year plan, Rs 5.02 lakhs were spent on different projects. Further to boost the tourism, an independent Directorate of Tourism was established by separating it from Public Relations Department in 1966. The Himachal Pradesh Tourism Development Corporation was formed in1972 under Companies Act 1956 as an independent agency in the state. Himachal Pradesh Tourism Development Corporation is state government undertaking. It provides a complete package of tourism services, including accommodation, catering, transport and conferencing and sports activities. It operates the largest hospitality network in Himachal Pradesh. This paper mainly includes introduction and role of HPTDC for the development of tourism in the state. It covers analysis of the perception of tourists regarding the role of HPTDC for the promotion and development of tourism, tourism activities, tourism facilities, economic development of the state and marketing strategies of corporation.

Marketing and Branding of Tourism and Hospitality Industry

SEGMENTING THE TOURISM MARKETS Arun Singh Thakur, Assistant Professor, University Institute of Hotel Management and Tourism, Panjab University Chandigarh, arun.tourism@gmail.com C. S. Barua, Assistant Professor, Indian Institute of Tourism and Travel Management (An Organization of Ministry of Tourism, Government of India), Govindpuri, Gwalior, M.P., csbarua03@rediffmail.com Abstract: Adventure tourism has recently grown in popularity as a niche form of tourism. It is characterized by its ability to provide the tourist with relatively high levels of sensory stimulation, usually achieved by including physically challenging experiential components. As per the conceptual basis, adventure tourism brings together travel, sport and outdoor recreation. It might be considered a growing subset of tourism, but its experiential engagement makes it distinctive within the broader context. The present research focuses on adventure tourism in mountains, or mountain adventure tourism and specifically adventure tourism market segments and the promotional policies there in. This study has undertaken a case of mountainous state of Himachal Pradesh in India. The main research questions of the study are to identify the various market segments for adventure tourism and to study the promotional strategies for adventure tourism for various markets. Study has undertaken primary survey of adventure tourism companies at various destination with the help of questionnaires and companies located in market countries through e-survey. Study reaches on the conclusion that technological advancements are also the main factor that continues to facilitate the development of adventure tourism i.e. practice and promotion. Or in other words technology has strongly acted upon all the Ps of adventure tourism marketing. The scope of promotional policies of this form of tourism has become quite diverse and it is aimed at penetrating several new markets. In this respect, the investment may be seen as a way of making progress within these activities. It is noted that there is a difference of choices/expectations among various tourist markets. Furthermore, it can be concluded that to convert potential adventure tourists into actual tourists there is a dire need to divide market into specific segments and thus implementing concentrated marketing strategies.

Marketing and Branding of Tourism and Hospitality Industry

EFFECTIVENESS OF PROMOTION METHODS FOR DEVELOPING MEDICAL TOURISM IN INDIA :A COMPARATIVE STUDY OF LEADING HOSPITALS Namita Goyal, Indian Institute of Health Management Research (IIHMR), Prabhu Dayal Marg, Sanganer Airport, Jaipur 302011. Neeraj Gaur, Indian Institute of Health Management Research (IIHMR), Prabhu Dayal Marg, Sanganer Airport, Jaipur 302011, neeraj.gaur@hotmail.com Kunal Yadav, Indian Institute of Health Management Research (IIHMR), Prabhu Dayal Marg, Sanganer Airport, Jaipur 302011. Abstract: The aim of this paper is to analyze effectiveness of various promotion strategies used for developing medical tourism, by leading hospitals of India through a comparative analysis of the various channels of promotion of different hospitals and assessment of share of each hospital in terms of number of international patients (medical tourists). The study was undertaken as a descriptive cross sectional study wherein we took a sample of twelve major multispeciality hospitals in NCR.A questionnaire was designed in order to set parameters on which the comparison was to be done. Survey was conducted and data was collected from the International patient department executives /officials of different hospitals from 04 -20 May, 2011.The collected data was entered first into an excel sheet and then analysis was done using Graphs and Pie-charts. The various Channels of promotion used by leading Hospitals for developing Medical Tourism in India are Word of Mouth, Website & Emails, Health Care Facilitators, Insurance Companies/ TPAs/Corporate Tie ups, Governments, Tie ups with Embassy, Rescue Companies and Referral (Doctors). Out of these, Word of Mouth (Direct- Family & Friends) is the most effective with 512 patients coming through this channel followed by Health Care Facilitators i,e, 493. Next 317 patients through is tie ups with Insurance companies and 213 patients through Referral doctors. Though a major medium of promotion, Websites and Email are still unexplored with only 74 patients out of 1826 coming through this channel. There is a lot of scope of tapping the medical tourism market globally through strengthening the existing channels, exploring the unexplored channels and finding out new innovative methods for promotion of medical tourism in India.