25 august 2004
tourism promotion strategies for visakhapatnam 1
tourism promotion strategies for tourism promotion strategies for visakhapatnamvisakhapatnam
yadavilli ravisankaryadavilli ravisankar
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tourism promotion strategies for visakhapatnam 2
why this projectwhy this project
• tourism, one of the biggest industries in the world
• recent boom in tourism in india
• tourism identified as key growth sector for andhra pradesh (mckinsey, vision 2020)
• huge tourism potential for visakhapatnam– virgin beaches– hindu temples– buddhist shrines– nature spots
no attempt to brand visakhapatnam
as a destination
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objectivesobjectives
• destination branding strategy
– who is (should be) a tourist to visakhapatnam?
– how do (should) tourists perceive visakhapatnam?
• recommendations for infrastructure
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steps in destination brandingsteps in destination branding
market investigation, analysis and strategic recommendations
brand identity development
brand launch and introduction – communicating the vision
brand implementation
monitoring, evaluation and review
market investigation, analysis and strategic recommendations
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agendaagenda
• methodology
• market research
• data analysis
• literature survey
• the road ahead
• limitations
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methodologymethodology
• market research during april-june, 2004
• data analysis– demographics– awareness– perceptions
• literature survey
• recommendations
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market researchmarket research
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research designresearch design
• descriptive research
• 6 w’s:– who: tourists who have come to visakhapatnam
– what: infrastructure, awareness, perceptions, profile
– when: april to june, 2004
– where: places of stay or at the places of tourist interest
– why: understand the demographics and the perceptions
– what: personal interviews; a structured questionnaire
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questionnaire design and questionnaire design and administrationadministration
• perceptions– 8 brands required for MDS– other places from south india– rate similarity of places
• questions on perceptions considered difficult
• 212 questionnaires filled– effective sample size: 199
• 24 with perception data• 175 without perception data
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data analysisdata analysis
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pen-profile of a tourist pen-profile of a tourist to visakhapatnamto visakhapatnam
•hails from ap, wb or orissa
•comes with his/her family (including kids)
•stays with relatives or in a budget hotel
•seeks information from friends/relatives
•is from the middle class
•comes by train
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awareness of tourist placesawareness of tourist places
• awareness levels of beaches the highest
• awareness levels of buddhist shrines the lowest
• araku and borra (nature spots) enjoy high awareness levels
• simhachalam (hindu temple) enjoys high awareness level
• accessibility leads to awareness?
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infrastructure and prinfrastructure and pr
• low ratings for basic amenities and tourist guidance
• high rating for entertainment and shopping facilities
• public relations not handled well
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perceptual mapperceptual map
Derived Stimulus Configuration
Euclidean distance model
Dimension 1
2.01.51.0.50.0-.5-1.0-1.5-2.0
Dim
en
sio
n 2
2.5
2.0
1.5
1.0
.5
0.0
-.5
-1.0
-1.5
ooty
kerala
amaravati
maduraichennai
pondicherry
goa
vizag
beaches,recent history
religion,long history
nature
urban
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qualitative commentsqualitative comments
• “variety of food not available”
• “lacks basic amenities”
• “train service to araku to be improved”
• “our children found borra very interesting”
• “a place where a few days can be spent”
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literature surveyliterature survey
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Destination brand fashion curveDestination brand fashion curve
Fashionable Famous Familiar Fatigued
Refreshment?
Time
imperative to make it fashionable
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destination celebrity matrixdestination celebrity matrix
emotional meaning conversation valuecelebrity value
Potential Stars Celebrities
Losers Problem Places
Emotional Pull
Celebrity ValueLow High
Low
High
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the road aheadthe road ahead
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target segmentstarget segments
• primary target segment– family tourists from across india
• secondary target segment– foreign tourists interested in buddhism
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positioningpositioning
Beaches,Recent h istory
Relig ion,Long H istory
Unn
atur
al,
Urb
anN
atur
al
3 4
12
V izag
G oa
C hennai
Pondy
Kera la
O oty
A 'va ti
M adura i
should visakhapatnam stay in Q4 or
move to Q1, Q2 or Q3?
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swot of quadrantsswot of quadrants
Beaches,Recent h istory
Relig ion,Long H istory
Unn
atur
al,
Urb
anN
atur
al
3 4
12
V izag
G oa
C hennai
Pondy
Kera la
O oty
A 'va ti
M adura i C urrent perception
like th is
Least c lu tteredquadrant
N ot a very largecity
In frastructure o f alarge c ity m iss ing
Easily im itab le
Foreigncom petitors likeS ingapore, D ubai
Shoppingdestination c lubedw ith beach
Strengths Weaknesses
Opportunities Threats
H indu tem ples,Buddhist shrines
Buddhist shrinestota lly unaware o f
Incongruencybetween urbanand re lig ion, longhis tory
Vizag as agateway c ity to theancient Budhis tInd ia
Strengths Weaknesses
Opportunities Threats
Beaches a lreadyknown to m anytouris ts
C urrently notseens as a naturespot a t a ll
T hreat to theecosystem
Already Kera la andG oa in th isquadrant
Adventure tourismin Borra
O nly destinationfrom east coast inth is quadrant
Strengths Weaknesses
Opportunities Threats
H indu tem pleshave patronage
Araku, Borra
O nly loca l touris tscom e to thetem ples
M ight go againstthe currentperception of funplace to be
C ongruence ofBuddhism andnature
Strengths Weaknesses
Opportunities Threats • primary target opportunity in Q1 and Q4
• secondary targetopportunity in Q3
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destination brandingdestination branding
• primary segment– fashionable beach destination– weekend getaway– shopping destination in winter– adventure/nature destination in summer
• secondary segment– gateway to ancient buddhist india
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infrastructureinfrastructure
• high priority (primary target)– establish a toy-train to araku– invest in basic amenities– sea-side resorts and water sports– air links to other indian cities
• medium priority (secondary target)– international airport– institute of buddhist learning– tourist guidance in foreign languages
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limitationslimitations
• timing of the project
• resource constraints
• limited aspects of branding
• more than just places!
• language constraints
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a thousand mile journey a thousand mile journey starts with a single stepstarts with a single step
a step towards a step towards “destination “destination visakhapatnam”visakhapatnam”
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