| SMART JOURNAL OF BUSINESS MANAGEMENT STUDIES |
VOL. 1 |
NO. 2 |
PAPER 14 |
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TOURISM BRAND PROMOTION |
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| Rajagopala Nair* and Seena Augustine** |
| * Reader, Dept. of Commerce & Research Centre, St. Albert’s College, Cochin, India. |
| ** Research Scholar, Dept. of Commerce, Mahatma Gandhi University, Kottayam, India |
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| A cursory check on India’s most successful brands reveals a disappointing history for Kerala based brands . Kerala Tourism and its aggressive brand promotion strategies offer a genuine exception to this trend. Tourism has generated employment in Kerala to nearly 7 lakhs (based on the study by Tata Consultancy Services). Kerala has emerged as the most attractive tourist destination of the country in the recent past. The purpose of this study is to identify and analyse the key attributes of Kerala Tourism that have been successfully woven into the brand promotion model. The study has been conducted by administering structured questionnaire to tourists, both domestic and foreign. |
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