Kerala Tourism - Branding a Tourist Destination |
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» Marketing Case Studies Please note: This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source. |
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"It has become a textbook example of tourism promotion." - India Today, commenting on Kerala's tourism promotion initiatives, in August 2002. "Indian tourism these days is driven by Kerala tourism because we have branded and positioned it as a high-value up market product". - K V Thomas, Kerala's Tourism Minister, in January 2003. God's Own Country
These aspects of Kerala, which were identified as the state's unique selling propositions, were packaged in a professional way by KTDC. Apart from these marketing initiatives, the government of Kerala made an effort to professionally manage the state's tourism industry.
Kerala Tourism - Branding a Tourist Destination - Next Page>> 1] Ayurveda is a traditional alternative medical system that evolved in India over 5000 years ago. The system works on the premise that diseases are the result of living out of harmony with the environment and seeks to heal by re-integrating an individual's mind and spirit by tackling the various basic elements that the human body is comprised of. |
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