case study in camaping in tourism

1. Made by ; Neeraj Kumar

2.  Pandit Jawaharlal Nehru often remarked, “Welcome a
Tourist and send back a friend”. That was the
essence of India‟s approach to tourism in the post-
Independence era. Tourism was seen as an important
instrument for national integration and international
understanding.

4. The Incredible India campaign was well received by travel
industry veterans and tour operators alike. Following the
campaign, a major surge has been noticed in the tourism
sector, leading the country to tap unexpected growth with
regard to international tourist spending.
Now with the Ministry of Tourism planning to redefine and
reenergize the brand India, the much-touted Incredible India
campaign is all set to have a new lease of life in near future.

5. Tourism organizations are recognizing the potential of culinary
tourism as a powerful tool to promote destinations. Despite this
recognition, the knowledge about how to successfully develop
and implement a culinary tourism strategy is limited. The
objective of this case study is to explore the key issues in the
strategic process of a culinary tourism campaign based on a
recently introduced initiative in South Germany. Specifically,
this study assesses implications drawn from this campaign using
a multiple lens from strategic management applied to culinary
tourism initiatives. Six key areas emerged that were associated
with culinary tourism success: (a) the strategy itself, (b)
cooperation among stakeholders, (c) leadership issues, (d)
culinary profile promotion, (e) communication of quality, and
(f) enhancing tourist perceptions. The implications of this study
highlight some of the differences in “what is” and “what should
be” for regional initiatives.

6. The Indian Institute of Management - Ahmedabad
(IIM-A), one of the premier management institutes
of the country, will be studying the brand campaign
of Gujarat Tourism and the impact it has had on
tourist arrivals in the state.
Gujarat Tourism has been running the campaign
"Khushboo Gujarat Ki" with popular Hindi film actor
Amitabh Bachchan as the brand ambassador for the
past three years. Faculty members Abraham Koshy
and Arvind Sahay of IIM-A have been commissioned
to write a case on the branding campaign and its
impact on tourist arrivals in Gujarat.

7. The purpose is to look at the broader
phenomenon of celebrity endorsements as a
marketing tool and their effectiveness – where
does it work and where does it not.
"Clearly, domestic tourist arrivals in Gujarat
have ramped up considerably, with an almost
33 per cent rise in the numbers from within
the state, a 50 per cent rise from other parts of
India and from non-resident Indian (NRIs),
and an almost 100 per cent increase from
foreign tourists," said an IIM-A statement
here today.

8. As a part of the case writing project, IIM-A on Thursday had
organised a panel discussion on the topic of "A Destination
Branding Strategy Using Celebrity Endorsement" with the brand
ambassador, Amitabh Bachchan, creative designer of the
campaign, Piyush Pandey and principal secretary, Gujarat
Tourism, Vipul Mittra. The panel discussion looked at issues
relating to the genesis of the idea, the reasons for using a
celebrity for the first time in a campaign like this, the creative
approach behind the campaign and its implementation.
Talking about brand endorsements, Bachchan narrated an
incidence of a school girl once asking him about his
endorsement of Pepsi.
"The girl asked me that since her teacher says that cola drinks
were not healthy why was I endorsing them? After that, I
stopped endorsing Pepsi," he said.
Bachchan added that now he does a thorough study of a brand's
company and its background before endorsing it.

9. Evolving the campaign
There’s nothing like Australia was designed to be long-
lasting and flexible, something which could be updated as
necessary to stay relevant in a highly competitive and fast-
changing global tourism environment. It has so far been
used by 180 Tourism Australia partners including airlines,
State and Territory Tourism Organisations, travel
distributors and the Australian industry.
In 2012 the campaign evolved to include new advertising
creative. As with the campaign’s first phase, the creative
focused strongly on the digital, social media and advocacy
channels that have become so central to holiday planning

10. This phase of the There's nothing like Australia
campaign builds on an already successful and
established platform and takes it a step further by
focusing on quality, highlighting the very best
products and experiences that Australian tourism
has to offer. The advertising work shows a more
contemporary, sophisticated, energetic and inspiring
Australia and presents a stronger image of the
quality experiences available to consumers when
they come to Australia for a holiday.

11. Incredible India International Campaigns
Ministry of Tourism commenced its
International TV Campaign (2009-10 –
Extended to 2010-11) for Europe and Americas
region, which finished in the first half of the
2010-11.
In December, 2010, the Ministry launched aits
International TV Campaign 2010-11 - Europe.
Leading TV channels of pan-regional reach are
part of the Media Plan of the Ministry .

12. International Accolades
PATA Grand Award 2010 : Heritage Category - Rural Tourism Project - A
Case Study of Hodka Village.
PATA Gold Award 2010 : Marketing - Primary Government Destination
- Eco Tourism Marketing Campaign.
PATA Gold Award 2010 : Marketing Media - Travel Advertisement Print
Media -Mahatma Gandhi Creative.
India has been voted as the 7th best destination in the world in the
Conde Nast Readers’ Travel Awards 2010.
World Travel Award 2010 for “World’s Leading Destination Marketing
Campaign 2010”.
Asian Guild Award 2010 recognizing the “contribution made by the
Incredible India campaign in creating awareness about India among
Britishers and British Asians living in UK”.
Global Traveler Award 2010 : India has been voted as the “Best
International Tourism Destination” by readers of the Global Traveler
Magazine, USA.

13. Indiatourism offices overseas have participated in the major international
Travel Fairs and Exhibitions in important tourist generating markets the
world over as well as in emerging and potential markets to showcase and
promote the tourism products of the country. These include Arabian
Travel Market (ATM) in Dubai, PATA Travel Mart in Macau, World Expo
2010 in Shanghai, China International Travel Mart in Shanghai, ITB – Asia
in Singapore, World Travel Market (WTM) in London, IMEX in
Frankfurt, FITUR in Madrid and ITB in Berlin.
Indiatourism, Beijing was awarded the “Best Tourism Promotion Award”
at the World Travel Fair in Shanghai. Indiatourism, Tokyo was awarded
the “Best Booth Operation Award” at the Korea World Travel Fair and the
“Best Tourism Promotion Award” at the Busan International Tourism Fair
in South Korea.

14. Some Major Promotional Activities
Undertaken for Overseas Promotion
The Ministry of Tourism, Govt. of India
undertook a series of promotional
initiatives to aggressively promote
tourism to India.
As part of the promotional initiatives
undertaken, Road Shows were organized
in important tourist generating markets
overseas with participation of different
segments of the travel industry.

15. Road Shows, in collaboration with the Indian Association of
Tour Operators were organized in CIS Countries, during the
months of September-October 2010. Road Shows in
collaboration with the PATA India Chapter were organised
in May 2010 in USA and Canada. The Road Shows
comprised presentations on India followed by one-toone
business meetings between the trade delegation from India
and the travel trade in the respective countries. The
delegation for the Road Shows was led by the Secretary
(Tourism).
Indiatourism Toronto undertook massive advertising and
outdoor publicity during the Vancouver Winter Games 2010
in Vancouver and also Paralympics Games 2010 from
February to March 2010.

16. India Tourism Paris participated and supported the 3rd
France-India Business Cup Golf Tournament held at St.
Tropez, France during 13th – 17th October 2010. A high level
delegation led by Hon’ble Minister Tourism, Joint Secretary
(T), Regional Director, India Tourism Frankfurt attended the
event. Hon’ble Minister of Tourism inaugurated the France-
India Business Cup Golf Tournament on 14th of October and
there was a meeting held with various Stakeholders for
promotion of Golf Tourism.
Indiatourism, Dubai organized the Golf Tournament at Ras Al
Khaimah, United Arab Emirates. Indiatourism Johannesburg
organised “Know India” seminar to the group of 12 people
travelling to India and for the group of 6 ladies travelling to
south India giving information about shopping, hotels,
Ayurveda and spas and safe travelling for women.