Gap Analysis
Journal of tourism
[Issue 13]
COMPARATIVE ANALYSIS BETWEEN CENTRALIZED AND STATE-WISE
TOURISM CAMPAIGNS IN INDIA
Assistant Professor Dr. Nripendra SINGH
Research Scholar Ms. Sunaina AHUJA
Jaypee Business School, Noida, India
Associate Professor Ph.D. Alexandru NEDELEA
"Ștefan cel Mare" University, Suceava, Romania
Abstract
The purpose is to distinguish the initiatives taken by the state authorities and Central authorities to promote tourism in India. Gaps in the centralized promotional campaign, "Incredible India" are identified in this study. The methodology includes collection of secondary data and discursive analysis. Information relevance, Promotion strategy, and Key events and places were used for the comparative analysis for the purposes of the research paper. Above mentioned three factors need to be added to the centralized campaign, to give a holistic picture of India. The paper is unique as it is the first time that identification of gaps in the centralized campaign is done.
Key words: Branding, Incredible India, Marketing strategy, Tourism.
JEL Classification: L83, M37
1. INTRODUCTION
India has fascinated people from all over the world for its rich culture and heritage. There are historical monuments, beaches, places of religious interests, hill resorts etc. that attract tourists. Every region is unique with its handicraft, fairs, folk dances, music and its people. India is a land of diversities, with a wide variety of tourism offerings, varied geographies and sub-cultures. Tourism in India is the largest service industry, with a contribution of 6.23% to the national GDP and 8.78% to the total employment. The tourism industry in India generated about $100 bn
USD in 2008 and that is expected to increase to $275.5 bn USD by 2018 at a 9.4% annual growth rate (India
Tourism Statistics (a)). Also, India started "Incredible
India" tourism campaign which is very successful & giving good rewards. The primary objective of
[Issue 13]
COMPARATIVE ANALYSIS BETWEEN CENTRALIZED AND STATE-WISE
TOURISM CAMPAIGNS IN INDIA
Assistant Professor Dr. Nripendra SINGH
Research Scholar Ms. Sunaina AHUJA
Jaypee Business School, Noida, India
Associate Professor Ph.D. Alexandru NEDELEA
"Ștefan cel Mare" University, Suceava, Romania
Abstract
The purpose is to distinguish the initiatives taken by the state authorities and Central authorities to promote tourism in India. Gaps in the centralized promotional campaign, "Incredible India" are identified in this study. The methodology includes collection of secondary data and discursive analysis. Information relevance, Promotion strategy, and Key events and places were used for the comparative analysis for the purposes of the research paper. Above mentioned three factors need to be added to the centralized campaign, to give a holistic picture of India. The paper is unique as it is the first time that identification of gaps in the centralized campaign is done.
Key words: Branding, Incredible India, Marketing strategy, Tourism.
JEL Classification: L83, M37
1. INTRODUCTION
India has fascinated people from all over the world for its rich culture and heritage. There are historical monuments, beaches, places of religious interests, hill resorts etc. that attract tourists. Every region is unique with its handicraft, fairs, folk dances, music and its people. India is a land of diversities, with a wide variety of tourism offerings, varied geographies and sub-cultures. Tourism in India is the largest service industry, with a contribution of 6.23% to the national GDP and 8.78% to the total employment. The tourism industry in India generated about $100 bn
USD in 2008 and that is expected to increase to $275.5 bn USD by 2018 at a 9.4% annual growth rate (India
Tourism Statistics (a)). Also, India started "Incredible
India" tourism campaign which is very successful & giving good rewards. The primary objective of
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