Tourism Market Entry Strategy: Kerala, India - Case Study Example

Tourism Market Entry Strategy Focus: Kerala, India Kerala’s Potential as a tourism desination Kerala, located in South India along the coast of the Arabian Sea, is aptly called God’s Own Country. With picturesque mountains, green paddy fields, and rivers that flow across this small state in the form of “backwaters”, Kerala presents a unique place for recreation with several facets: eco-tourism, fun, heritage, wellness and health. The Kerala state government has actively taken up tourism as one of its key areas of development over the last few years. Kerala Tourism Development Corporation, the official tour operator, runs several travel agencies and offers a wide range of tour packages. But this is clearly not enough, given the state’s great potential as a tourism center. Today, Kerala is recognized as one of the top 25 biodiversity hotspots in the world. Tourists generally explore Kerala’s unparalleled beauty through tour programs, uniquely designed to present everything this charming place has to offer. The programs include all the major attractions, all presented in affordable packages. The Main Attractions National parks, wildlife sanctuaries, hill stations, beaches, tea & coffee plantations, spices plantations, are all of international standards, with an old life charm. Some of the most important places in Kerala are: Trivandrum, Cochin, Kovalam, Alleppey (Venice of the East), Kollam (Quilon), Kottayam, Periyar Wildlife Sanctuary, Anamudi, Kumarakom, Thekkady, Munnar, Trichur, and Guruvayur. These places offer something for every kind of a tourist, with wide range of interests. Some major attractions are: a cruise through the backwater canals, Agasthyarkoodam (rare herbs and medicinal plants), Akkulam tourist village (picnic spot), Alapuzzha beach, Ambalavayal Heritage Museum, Aralam Wildlife Sanctuary, Aranmula, Athirappalli and Vazhachal waterfalls, Attappady (tribal dwellings), Banasura Project (second largest dam in Asia), Begur Wildlife Sanctuary, Bekal Fort Beach (Kasaragod) and Beypore (fishing harbor, port and boat-building yard). The backwaters are what make Kerala simply unique. They represent the perfect ecological balance, which support aquatic life as well as the vast plantations across the state. They are actually a chain of lagoons and lakes parallel to the Malabar Coast (Arabian Sea Coast). There are five major lakes and 38 rivers linked by natural as well as man-made canals. These backwaters stretch across almost the entire length of the state, from Kollam to Kochi, connecting several villages allowing people to travel across in small boats. Whether it is the Vembanad, Alapuzzah, Kayamkulam, or the Ashtamudi sectors, you can travel along 1500 kilometers of breathtaking greenery which networks rivers, lakes, streams and lagoons. You get to travel in a houseboat across these naturally formed chains of canals at a leisurely pace while taking in the vista garnished with scenes of the unspoiled local rural life. Coconut and palm plantations on either side of the canal offer a sense of utter harmony with nature. Feel the nature even within the Kettuvallams (houseboats) which are made of bamboo mats, coconut fiber ropes, bamboo poles, and carpets. Kettuvallam literally means a bundle or package boat tied with ropes. Today’s houseboats are rebuilt from old Kettuvallams which were initially used to carry rice and spices across. Only coir ropes hold the logs together, without even a single nail driven into the boat. They are made of jack-wood and coated with a black resin obtained from boiled cashew kernels. The outside walls are coated with cashew nut oil for protection from abrasions. The boats are fitted with a small 40hp engine though smaller boats are still rowed manually. Quaintly designed to accommodate an entire family of 4-6 people, these boats are also the ultimate in luxury. About 60-70 feet in length and 15 feet in width, they come with two or there bedrooms with attached bathrooms (completely furnished with even a shower), a patio, dining area and a small kitchen. You can also cook a full meal in the well stocked kitchen. These boats have carrying capacities of around 30 tons. Some are even 2-storied with an extra room overboard. You can experience the balance of luxury and nature inside these houseboats with solar lamps and fans fitted in appropriate places. Feel the sound of silence as this boat sails calmly across the placid tree lined waters. The backwaters are also a birdwatchers' paradise having a wide range of bird population comprising of even rare species of birds like herons, egrets, seagulls, cormorants, kites and kingfishers. As night approaches, the boat is anchored at an idyllic spot till the morning from where you can catch one of the best sunrises across the waters. Life starts early here as the fishermen set out into the waters for a catch. The lakes are dotted with Chinese-style fishing piers, which are another unique attraction. Dock the houseboat and explore the villages along the way either by cycling or in those bullock carts that are so unique to India. Spend the nights in one of the eco lodges located in pristine tropical rainforests. These lodges have an ethnic feel along with all modern facilities like a double bed, attached bathrooms, running water, wash basins, carpeted floors and much more. These are made with local materials by the local tribal people. Another type of accommodation is the tree-house located over 80 feet above the ground accessed by an indigenously made cane lift or a rope bridge. Wake up to the songs of birds near your window after a peaceful night up in the trees and look outside at the branches spread all around. Even these tree houses house all modern amenities including a double bed, washbasins and bathrooms with running water, showers, flush toilets, and a sit-out where you can take in the lush environment Savor the organically-grown vegetables and fruits picked fresh and ripe from the nearby farms. Lose yourself in the slow pace of life in this striking place to unwind gently from the hassles of city life. Starting from either Trivandrum (the state capital) or Cochin- the Port city, you can experience the widest range of cultures from Indian to French and Portuguese. Museums and temples in and around these cities would help you to get a glimpse of the colorful past of this unique state which houses people from diverse backgrounds, and religions- Muslims, Christians, Hindus, Judaists, and many more. Sport fishing is another rapidly improving tourism activity, where tourists can rent one of the country-style fishing boats with all amenities like safety equipment and fishing gear. Fish along with the local fishermen and enjoy fresh seafood cooked right in the boat. Trek through the wide range of forests guided by ex-poachers who have been rehabilitated by the government’s tourism initiatives. Even hardcore trekkers and hikers would have the best experience as they indulge their senses in surroundings closest to nature. There are also trekking paths within the wildlife sanctuaries where you can catch a glimpse of rare animal and bird species and unique flora and fauna. The surroundings are kept undisturbed by the use of nonconventional energy sources like solar energy, hurricane lamps with kerosene and gober gas from cow dung. Ayurveda (Ayu- life, veda- knowledge or science), or the ancient art of medicine and life, is one of the prime attractions of Kerala that attracts tourists from all over the world. The state has several ayurvedic clinics and hospitals that still practice this traditional form of medicine to cure several diseases, with herbs grown and derived from their own backyards. The greenery and clean air further augment the effects of ayurveda. Get a refreshing massage, made more magical by customizing it as per your requirements in any one of the state-of-the-art treatment centers located in any of the backwaters resorts. Taste the distinctive Keral cuisine- boiled rice and foods cooked in coconut oil. Learn yoga and meditation at one of the many resorts anywhere in Kerala. Get to watch Kerala’s unique cultural entertainment forms like the Kathakali, Bharathanatyam, Cherumarkali, Theyyam, Kaikottikali, Panchavaadyam (temple music),and Kalaripayattu (traditional Martial arts) which depict temple worship and other art forms. Kerala’s impressive history is revealed in its celebration of many festivals throughout the year. Onam, Id and Christmas are celebrated with much fervor. Other special festivals in the backwaters are the temple festival at Thrissur, the pilgrimage festival to Sabarimala and the world famous snake boat races at Alappuzha. Colorfully decorated giant snake boats known as Chundanvalloms are raced in the Punnamada Lake. Each boat can carry up to 100 rowers, sitting two in a row across the whole length of the boat. This festival is held before in August or September, right before Onam every year. Rowing follows rhythmic songs, chants and exclamations from the rowers. The winners are awarded the Nehru Trophy, named after the country’s first Prime Minister. Strategic Entry into Kerala Even though there are private tour operators in Kerala, there is still a lot of potential for a full fledged operator to exploit the many different activities that this beautiful state offers. The entire state is very small, covering just 1.18% of India (38,863 square kilometers), but contains some of the best attractions in the country. This makes tourism much easier, since the whole state is very well connected by the Indian Railways and national highways. The Kerala Government offers a lot of incentives for tourism development. It is one of the few states to take up tourism as a product, by advertising and market promotions. The backwaters are one of the prime attractions, which offer plenty of opportunity for tourism. Currently, there are very few companies which are running these boats. Most of the places from where these boats start are also not very well connected to the local bus stations or railway stations. There are just a couple of good hotels for overnight stay at each one of these places. Since the state is not very large, the company can consider providing a good package that would cover accommodation and transportation so that the visit does not end at the backwaters itself. There are less than 150 houseboats which float in these backwaters. There is much to be desired in the maintenance of the houseboats. Most of them are uninhabitable, especially by foreign tourists. Prices are also out of reach for Indian tourists, which make them prefer smaller cruises in regular launches. Providing more number of cleaner and affordable houseboats would definitely perk up the tourism opportunities here. Another major hindrance for most foreign tourists is the lack of good hotels that provide hygienic food. The local flavors, though palatable, are not very affable with most tourists. There are also some private resort groups which are more oriented towards ayurveda and health. They offer splendid surroundings for relaxing and rejuvenating. Air conditioned rooms, traditional ambience and décor, ayurvedic treatment centers, and access to elephant rides, traditional arts, cultural shows and village tours are some of their attractions. Most of them are also state-of-the-art with laundry services, doctor-on-call, room service, travel assistance, package tours, car parking and taxi services. But most of them are out of reach for local tourists. This is one area where the company can enter. Kerala has a moderate tropical climate with temperatures ranging between 25 degrees and 35 degrees centigrade. Summers can be very hot and humid. The local people are friendly though majority of them can speak only in Malayalam, the regional language. Literacy rate is highest in the country at nearly 100%. Most people depend on agriculture. Industries are very few, mostly located only in cities like Cochin and Trivandrum. Development of tourism is highly welcome in the state since it would create a lot of employment opportunities for the local people. Kerala backwaters are unknown even in India, especially in northern India. Lack of proper communication channels and language barriers are some of the hurdles the company would face while trying to enter this market segment. However, with proper advertising, promotions through internet, and development of good resorts, these backwaters would make an ideal tourism destination in the future. There are very few professional tour operators who can properly target and undertake bio tourism which these backwaters offer. Read More