A STUDY ON

INFLUENCE OF DIGITAL MEDIA INITIATIVES OF KERALA STATE

GOVERNMENT ON TOURIST’S DECISION MAKING REGARDING
KERALA AS DESTINATION
 TABLE OF CONTENTS

Chapter Page

I. INTRODUCTION ......................................................................................................1

II. REVIEW OF LITERATURE..................................................................................15

III. METHODOLOGY AND ANALYSIS ……………………………….…...…..65

IV. FINDINGS……………………………………………………………….……...98

V. CONCLUSION…………………………………………………………….…..102

REFERENCES……………………………........................................................105

APPENDICES…………………………………………………………………..109
 CHAPTER I

INTRODUCTION

This chapter discusses the background to problem chosen for research .Various
perspectives to approach to research as well as rationale for research is discussed. The
objectives before research focuses the attention on certain priorities .The chapter
culminates at the definition of key words used in the thesis.

This chapter is an introduction to the problem considered for research . The Image and

the media are crucially important aspects of destination management, though aspects that

are often underplayed in tourism management .The media plays a crucial role in creating ,

evolving , sustaining and changing the images that tourists make regarding a

destination. The ever going process of image and perception evolution, sustenance and

re-creation influences the tourism potential and in turn translates into high or low turnout

at a specific destination.

1.1 Background

Tourism is an industry very much dependent on discretionary decisions. The trade offs

potential tourists are considering can be as diverse as deciding between different

destinations, to buying a new television or even house, going to a musical at the local

theatre, to saving for retirement. In this environment it is image and perceptions that
determine what the choice will be made between, and more importantly what the choice

will be. Increasingly noted is the role of the media in providing this image 1 . This is

obviously a very important aspect of tourism, conceptually, and for destination and

business management. This research presents considerations and reflections on the

relationships between tourism, image and the media.

The main connection of concern identified was between the tourist and the destination

(and industry), and especially how tourists form images (become aware) of destinations

through the media; tourist’s perception of a destination, positive or negative, is based on

these images; tourists form motivations to visit place and expectations about that place

through these images; image is the interface between the tourist and the destination; and

the media provides this image.

The role of destination image in decision making was especially the focus, though image

management and building would also be also briefly covered. Within decision making

the importance of the evaluative components was discussed in more detail .Image

management and Destination Marketing seem to connected to each other in multiple

manners .

1
Nielsen C. (2001) , Tourism and the Media: Tourist decision-making, information and communication,
Australia : Hospitality Press Pty Ltd
Typically, media reporting are not written with the intention to inform people or to lure

people to the destination depicted in it, instead they are produced for economic or

entertainment purposes. The media through it’s various formats and manifestation do

crucially influence the consumer’s perception formation regarding a destination .

In order to give further focus and direction to this research we intend to concentrate on

the Digital Media initiatives .

Despite the various players in the tourism industry, the government still remains a key

stakeholder in the destination image management actions and activities. The state in

question in this case is a state in Indian Republic –Kerala.

Thus the problem chosen for research can be summarized as a study on the Digital Media

Initiatives of Kerala State Government and it’s influence on the Tourist’s decision

making regarding Kerala as a Destination.

 CHAPTER II

REVIEW OF LITERATURE

This chapter is the review of existing literature on the topic chosen for research.

The research on destination branding , popular culture, and mass media illustrates that

internet as a form of visual media have an impact on an individual’s image of a

destination and that this phenomenon is growing worldwide.

This consumer generated media consistently shapes and re shapes the consumer

perception when supported by active resources from the state government .Based on the

literature on popular culture and mass media, internet is a form of mass media which is

in a broader sense a form of popular culture.

Therefore, the following discussion will describe the existing literature on destination

image, popular culture, mass media, and movies in relation to tourism. In addition, the

literature review will describe the variables chosen for the study and introduce a model

that was developed for the purpose of this thesis.

Destination Branding

The concept of destination branding has been extensively explored.

Destination branding2 is the set of marketing activities that

(1) support the creation of a name, symbol, logo, word mark or other graphic that readily

identifies and differentiates a destination; that

(2) consistently convey the expectation of a memorable travel experience that is uniquely

associated with the destination; that

(3) serve to consolidate and reinforce the emotional connection between the visitor and

the destination; and that

2
Blain, C., S. E. Levy, & B. J. R. Ritchie. (2005). Destination Branding: Insights and Practices from
Destination Marketing Organizations. Journal of Travel Research, 43(4), 328-338.
(4) reduce consumer search costs and perceived risk. Collectively, these activities serve

to create a destination image that positively influences consumer destination choice.

This definition implicitly addresses the three important components of branding –

economic, experiential, and emotional (including spiritual) value. If a destination cannot

provide value to tourists, businesses, and investors, it is unlikely to become a brand that

generates revenue or tourists.

 CHAPTER III

METHODOLOGY AND ANALYSIS

The purpose of this study is to explore and understand the influence the role of Kerala

Government’s various technology based promotional measures in improving and

building a positive consumer friendly image of the state .

In this perspective the research seeks to benchmark future brand performance and

marketing activities; identify brand vision and capabilities that internal stakeholders

would support; understand organizational vision, processes, and functions; identify

training, , resource, or other requirements; learn how the organization identifies and

communicates with travel agents, tourist prospects, visitors, and media; and identify

issues between headquarters and international offices.

Special attention was paid to understanding of customer requirements for value,

operational strengths and weaknesses, and brand management issues. Goals were to

increase understanding of target audiences, evaluate service to key constituencies,

generate ideas for improvement, learn relative effectiveness of communications

channels, and gain insights into competitive national tourism organizations.

As the world becomes Internet-centric and brands customer-driven, online offerings will

play an increasingly important role in attracting first-time and repeat visitors, as well as

developing relationships with potential visitors. As a result, online offerings must offer

visual, informational, and functional value.

The rapid expansion of travel discussion, social networking, and individual websites;

online bulletin boards; and blogs has provided new ways for potential visitors to learn

about Malaysia and share experiences. These alternatives, collectively known as CGM,

offer a wealth of marketing data.

 CHAPTER IV

FINDINGS

Tourism is a global industry. Yet the marketing of destination with means and measures
that the modern age consumer relies upon is absolutely essential . Until and unless the
state becomes a stakeholder in promotional actions nothing substantial can be achieved.

The nations worldwide are into active destination marketing practices with major
emphasis on the creation of competitive advantage. Similar is the case with the state of
Kerala in the southern part of gigantic Indian geography.

Majority of those surveyed were the frequent travellers with travelling as a motive to
achieve various goals like leisure, business or something else .

Travel agents , published experiences of travellers still is a dominant source of influence

while the decision making process is on.

Economic environment ,political stability as well as social congruence are major macro
factors that influence the decision making process when they are in their native country
or country of previous stay.

As far as micro factors are concerned they depend more on lifestyle security concerns
 CHAPTER V

CONCLUSION

Digital media is indeed changing the tourism marketing like never before. The new age

certainly requires new tools to market the destination . The study of destination image is a

relatively recent addition to the field of tourism research. The important role of

destination image, both in terms of understanding travel behaviour and in designing

effective tourism marketing strategies, underscores the need to develop methodologies to

comprehensively and accurately measure this concept.

Destination image is commonly accepted as an important aspect in successful tourism

development and destination marketing due to its impact on both supply- and demand-

side aspects of marketing. Despite the ample amount of literature, a comprehensive

conceptualization of destination image comprising its intricate relationships with several

other factors on the supply and demand sides of the market has yet to emerge

SURVEY FORM

Please read each question carefully before responding. Please answer to the best of your ability.

Unless indicated, please choose only one answer per question. Thank you for your help.

1. Name

2. Gender

3. Age

4. Education
5. Profession

6. Annual Income

7. Members in Family

8. Email

9. Nationality

10. Are you a frequent Traveler?

Yes

No

No comments

11. Which attribute you regard as important in destination image formation and decision

making?

Scenery/Natural Attractions Architecture/Buildings

Costs/Price Levels Historic Sites/Museums

Climate Beaches

Tourist Sites/Activities Shopping Facilities

Nightlife and Entertainment Accommodation Facilities

Sports Facilities/Activities Fairs, Exhibits, Festivals

National Parks/Wilderness Activities Facilities for Information and Tours

Local Infrastructure/Transportation Crowdedness

Cleanliness

Personal Safety

Economic Development/Affluence

Accessibility

Degree of Urbanization

Extent of Commercialization

Political Stability

Hospitality/Friendliness/Receptiveness

Different Customs/Culture

Different Cuisine/Food and Drink

Restful/Relaxing

Atmosphere (Familiar versus Exotic)

Opportunity for Adventure

Opportunity to Increase Knowledge

Family or Adult Oriented

Quality of Service

Fame/Reputation
12. How you choose your dream destination or preferred service?

Through the travel agent

Interaction with experienced traveler

Report published by travel journalist

Guide books, periodicals and magazines

Photography of a renowned photographer

Brochures, pamphlets, maps published by tour operator and travel agents

National Tourism organizations

Internet and electronics mail and television programmes

13. What factors crucially influences your sense and direction of decision making?

Micro Factors

Information availability regarding USP of destination

Perceived Interconnectivity of lifestyle –eating,commuting,communicating,shopping

Natural Environment and Health Concerns

Sense of Security

Money Exchange ,Forex Availability and Banking channels

Macro Factors

Economic Spirits

Political Stablity

Law and Order

Social Congruence
14. While still in decision making mode , which of the following exerts dominant pressure your

decision making process?

Media Reports

Travel Advisory

Family and Friends

Business Prospects

Other Reasons

15. What constitutes the media in your opinion?

Internet

Cable and Electronic Media

Print Media

Movies and animations

Books

Combination

16. To what extent media influences your perception / image regarding a destination or tourism

service ?

Highly

Moderate

Low

Not at all