Vizag Tourism Presentation

25 august 2004

tourism promotion strategies for visakhapatnam 1

tourism promotion strategies for tourism promotion strategies for visakhapatnamvisakhapatnam

yadavilli ravisankaryadavilli ravisankar

25 august 2004


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

25 august 2004


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



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



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


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”

25 august 2004


Vizag Tourism Presentation

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