Branding, Positioning and Image of Adventure Tourism in India
1. A Study on Branding and Positioning Of
Adventure Tourism Industry in India; With a
Special Focus on West Bengal.
Authors:
Dr. Dev Malya Dutta, Professor at Department of Business Administration,
University of Burdwan; dmdutta@gmail.com
Dr. Anindya Dutta , Associate Professor at Bengal Institute of Business
Studies, Kolkata; emailanindya@gmail.com
Subhajit Bhattacharya, Assistant Professor at Department of Marketing,
Xavier Institute of Social Service, Ranchi; tobesubho@gmail.com
2. Abstract:
With changes in the taste and preference of the
international and domestic tourists, new areas of tourism
like eco-tourism as well adventure tourism have emerged.
Adventure travel is being promoted by many countries.
The branding of tourism is becoming incredibly
significant in the context of globalization.
3. Aim and methodology of the study :
Current study aims to study the different aspect of adventure
tourism destination branding and also to identify where India
stands in general and West Bengal in particular stand in the
world tourism market with adventure tourism brand. It also
attempts to identify how well-planned branding of adventure
tourism can indeed be a big opportunity in the days to come.
Other aim of the study is to find how clear differentiated
marketing and positioning strategies can be developed to
promote sustainable adventure tourism in India in general and
West Bengal in particular with the intention of attracting
foreign as well as domestic tourist on a sustainable basis.
This paper is mostly based on case studies as well as review
of the national & international tourism literature.
4. Keywords: Adventure tourism Branding, Tourism
Branding tourism, Adventure tourism, Adventure
tourism in India, Adventure tourism in West Bengal
5. The tourism industry has gone through a sea change in number of international
tourist arrivals: from a mere 25 million international tourists (worldwide) in 1950 to
715 million in 2002. Today tourism is a major pillar to the world economy
generation over €500 billion in annual receipts, sustaining in more than 70 million
jobs and accounting for almost 4% of global GDP.
Tourism is becoming an increasingly important component in the economies of
many developing nations (Mowforth & Munt 1998; Hall & Lew, 1999; Honey, 1999;
Stabler, 1997). Tourism is not only a social phenomenon; it is also big business
(Malley, 2002; Cohen, 1979).
As per the report of wttc.org on World Regional Tourism (2011) the direct
contribution of Travel &Tourism to GDP is expected to be US $1,850 billion (2.8% of
total GDP) in 2011, rising by 4.2% per annum to US $ 2,860.5 billion (2.9%) in
2021. The total contribution of Travel &Tourism to GDP, including its wider
economic impacts, is forecast to rise by 4.2% pa from US$5,991.9 billion (9.1% of
GDP) in 2011 to US$9,226.9billion (9.6%) by 2021. Travel & Tourism is expected to
support directly 99.048 million jobs (3.4% of total employment) in 2011, rising by
2.0% pa to 120.427 million jobs (3.6%) by 2021.The total contribution of Travel &
Tourism to employment, including jobs indirectly supported by the industry, is
forecast to rise by 2.3% per annum from 258.592 million jobs (8.8% of total
employment) in 2011 to 323.826 million jobs (9.7%) by 2021. Travel & Tourism
visitor exports are expected to generate US $1,162.7 billion (5.8% of total exports) in
2011, growing by 6.6% per annum to US $1,789.2 billion (4.7%) in 2021. Travel &
Tourism investment is estimated at US $ 652.4billion or 4.5% of total investment in
2011. It should rise by 5.4% pa to reach US$1,487.9billion (or 4.6%) of total
investment in 2021.
6. The world wide changing dimensions in tourist motivation and
preference
Not only in the product market but also in the tourism sector tastes
and preferences vary. Researchers were primarily focused with
outdoor locations and it has been argued that recreation and
adventure often serve different clientele with different needs,
expectations, and motivations (Ewert & Hollenhorst, 1989;
Schreyer & White, 1979; Schuett, 1993
Now days, with the changes in taste and preference of the
international and domestic tourists, new areas of tourism like eco-
tourism and adventure tourism have emerged (WTTC/WEFA,
2000). Adventure travel appears to have developed out of the
broader, wider growth of traditional outdoor and wilderness
recreation during the 20th century. Unlike other forms of
recreation, adventure travel offers a unique opportunity in which
participants become more experienced and pursue extended scales
of "adventurous endeavors" ( Ewert, A., & Hollenhorst, S. 1989.)
7. Several countries in the world have nature-based tourism
as a key component of their most important export
industry. They are already promoting adventure tourism
for better economical impact and also doing well with
Adventure tourism by proper utilisation of
tourism resources and natural environments (Hall, 1989).
The demand for adventure tourism comes from a wide
group of visitors, both domestic and foreign. These
countries include Australia, Kenya, Nepal, New Zealand,
Tanzania, Costa Rica, and Botswana and others.
8. Branding and Positioning in connection with tourism
destination Image upliftment According to Jack Trout (1969)
“Positioning is not what you do to the product; it’s what
you do to the mind of the prospect. It’s how you
differentiate your brand in the mind. Positioning
compensates for our over communicated society by
using an oversimplified message to cut through the
clutter and get into the mind. Positioning focuses on the
perceptions of the prospect not on the reality of the
brand.”
Since then in marketing, positioning is the method in which
marketers are struggling to generate an image or identity for a
product or a brand within mind of the target market. What matters
is how prospective buyers perceive the product but that will
articulate relative position of competitors.
9. Michael Porter in his book The Competitive Advantage of
Nations he has told that Classical theory of international trade
propose that competitive advantage resides in the factor
endowments that a country may be fortunate enough to
inherit . Factor include land, natural resources , labor and the
size of the local population .this is obvious in tourism sector
the countries can enhanced there brand image and identity by
full potential utilization of their natural resources and inherent
tourism capital .
It has been seen that without the proper focus the tourism
destination branding is not possible the above sensation of the
is prevailing that .The most important part must be the
strategic positioning of the tourism destination in front of the
international tourism market.
10. If we stand for everything we stand for
nothing this is true in marketing. Relative
position of competitors is being created with
the distinct image which is build upon a
market specific uniqueness or core
competency.
11. Destination Positioning and Image
Positioning is one of the most effective component of tourism
marketing also .The aim of positioning is to generate a distinctive
position in the minds of potential customers(Hotel-online, 2000 and
Reich, 1997:287-288).
The sum of beliefs, ideas, and impressions that a person has of a
destination (Crompton, 1979).
A set of cognitions and affections that represent an entity to an
individual (Mazursky and Jacoby, 1986).
A mental representation of an object or place (Fridgen, 1987).
The visual or mental impression of a place, a product, or an
experience held by the general public (Milman and Pizam, 1995).
13. Tourist Vs Positioning-Image-Branding of
Destination
Visitor Destination
Perceptions Positioning
Image
Images Branding
Product
Destination Marketing Development
Choice
14. Travelers’ images of destinations play an important role in
destination choice.
“Image differentiates tourist destinations from each other and is an
integral and influential part of the traveler’s decision process” (Baloglu
and Brinberg, 1997).
One of the reasons is the intangibility of destinations. They
cannot be sampled or tested out before the purchase like most
products.
15. The Destination Branding Process
Source: ETC/UNWTO Handbook on Tourism Destination
Branding, 2009
16. Brand at the Core of all Marketing Activities
Tom Buncle - Yellow Railroad
17. The Destination Brand Benefit Pyramid
What is the essential nature
Level 5 and character of the brand?
Level 4 What does value mean
for the typical repeat visitor?
What psychological
rewards or emotional
Level 3 benefits do people get by
visiting this destination?
Level 2 What benefits to the visitor result from
the destination’s features?
Level 1
What are the tangible, verifiable, objective,
measurable characteristics of the destination?
18. The Destination Brand Development
Model
What is the essential nature &
character of your destination?
What Makes the Destination
Stand Out from Everywhere
Else?
How would the Destination like to be
seen and described by its main
audience
How Do they Feel
about the Place?
What do visitors like to see and
do? What influences
business/investments decisions
Tom Buncle - Yellow Railroad
19. Successful Cases of destination brand building
DubaiDubai has grown very aggressively in many sectors including tourism where Dubai leads the
region with innovative and modern multi-billion dollar projects like Palm Island, Dubai Internet City. Dubai
is properly using strategic positioning midway between Europe and Far East has supported this tourism
growth.
Switzerland
Tourism is an important industry for landlocked Switzerland and the Swiss Alps provide a dramatic backdrop
for a variety of adventure activities. In fact, this landscape is a key motivation for tourists to visit. Switzerland
has a long history of tourism, with records of hotel nights being kept since 1934 (Swiss Federal Statistics
Office, 2009). Mountain tourism activities, located in some of the least industrialized areas, are reflected in the
tourism slogan “Get Natural”.
New Zealand: Tourism is a very important industry in New Zealand, where international tourist expenditure
accounted for US$ 9.5 billion or 18.2% of New Zealand’s total export earnings and 8.7% of total GDP.
Tourism employs one in ten people in New Zealand. The yield of the average tourist is high, because for the
majority of the world it is a long-haul destination, which inherently includes a higher spend per tourist. 1.6
million international tourists (or 63%) and 11.1 million domestic tourists took part in nature-based activities in
2008 (Tourism New Zealand, 2011).The branding of New Zealand, “100% Pure (You),” also presents an
adventure and nature-based image.
Israel
In 2010, Israel swapped places with the Slovak Republic claiming the 1st spot in the ATDI for developing
countries. Despite the volatile security situation, Israel is not considered unsafe by adventure travel experts.
Furthermore, it has excellent infrastructure and natural and cultural resources. The Ministry of Tourism has a
goal of attracting 5 million tourists and continues to market to various segments, especially the cultural
traveler. The Ministry of Tourism has launched a “100 Years of Green,” campaign (Israel is one of two
countries that has more trees today than it had 100 years ago) which encourages travelers to travel more
sustainably[S1] and promotes green initiatives throughout the country.
20. Cases on Adventure tourism success :
The growth of adventure tourism can be seen everywhere. Many countries have spent considerable time
in developing adventure tourism brand which leads them towards success. Here are a few examples of
small countries that have done it well in this sector.
Botswana is also one of the top 10 performers in adventure tourism sector which is representing the
developing nations. In 2007, the number of international tourist arrivals was 1.45 million with earnings
of US$ 546 million. In 2008, the number of international tourist arrivals was 1.5 million with earnings
of US$ 553 million. In 2009, the number of international tourist arrivals was 1.55 million with earnings
of US$ 442 million. In 2009, it has represented 3.2 % of the total international tourist arrivals in Africa
and secured 1.5 % of the total African tourism earnings.
Kenya is also having strong Adventure tourism sector. In 2007, the number of international tourist
arrivals was 1.68 million with earnings of US$ 972 million. In 2008, the number of international
tourist arrivals was 1.14 million with earnings of US$ 762 million. In 2009, international tourist
earning was US$ 807 million. In 2009, it has represented 2.8% of the total African tourism earnings.
Tanzania has been long in Adventure Tourism sector to attract international tourist. In 2007, the
number of international tourist arrivals was 0.69 million with earnings of US$ 1,199 million. In 2008,
the number of international tourist arrivals was 0.75 million with earnings of US$ 1,289 million. In
2009, the international tourist earnings were of US$ 1,260 million. In 2009, it has represented 4.4 % of
the total African tourism earnings.
Adventure Tourism is a very significant element of Nepal tourism. In 2007, the number of international
tourist arrivals was 0.52 million with earnings of US$ 198 million. In 2008, the number of international
tourist arrivals was 0.5 million with earnings of US$ 336 million. In 2009, the number of international
tourist arrivals was 0.51 million with earnings of US$ 371 million.
21. Adventure Tourism in Indian and comparative study with other
countries :
The Adventure Tourism Development Index (“ATDI”) (2008) produced by ATTA,
George Washington University and Xola Consulting ranks 27 Developed and 164
Developing Countries. In the rankings, the UK is positioned 4th in the list of Developed
Countries (Scotland is not ranked separately) achieving the highest scores for Sustainable
Development, Infrastructure and Entrepreneurship. Switzerland (1st), Sweden (2nd) and
New Zealand (3rd ) were the countries ranked above the UK. Other ranks of some countries
are Costa Rica 13th, Slovenia 15th ,Poland 16th ,Belize 17th ,Singapore 24th ,Fiji 29th ,Mexico
33rd Brazil 36th , Saudi Arabia 44th ,Qatar 46th ,Jamaica 48th ,Cuba 49th , Namibia 53rd
,China 59th, Thailand72nd , Philippines 74th, Kenya 79th, Zambia 83rd, Nepal is ranked 67th ,
Sri Lanka is ranked 92nd Vietnam is ranked 98th Where India is ranked 99th within 164
Developing Countries dealing with Adventure Tourism .
The problem of Indian tourism is that it still believes in the age-old of concept of site
seeing. And hence keeps on highlighting the Charminar, Golkonda Fort, Red Fort, Taj
Mahal etc. But the world has left behind this concept of bus-tourism and moved ahead.
They want to actively participate in and feel the thrill of going to a new place.
Now the question is can India grow up to the new development of adventure tourism?
Yes surely it can. India has full of resources which are required for adventure tourism but
it is not fully utilized. “Marketing of Adventure Tourism product can create better
environment for Indian tourism growth” by considering this several initiatives have been
taken by Kerala, Tamil Nadu, Rajasthan Andhra Pradesh, Tamil Nadu Himachal Pradesh,
Jammu and Kashmir and North-East to boost up adventure tourism
22. Cases from Indian in connection with adventure destination branding
and promotion
Andhra Pradesh
In the year 2001, the Andhra Pradesh tourism development corporation (aptdc) has introduced Adventure
tourism in a big way as the part of state tourism action .The main Adventure tourism activities are para-
gliding, rock climbing, rapeling and river crossing at araku valley. Andhra Pradesh has won the
NATIONAL TOURISM AWARD 2008-2009 from Ministry of Tourism, Govt. of India, for most
innovative adventure tourism Activity for Sea Kayaking Expeditions, Snow Leoplard Adventures ,
adventure tourism at Haritha Hill Resort, Horsley Hills. Andhra Pradesh has also won the national level
Tourism competition and got Best state Rest of India – second Prize in 2010 from Ministry of Tourism,
Govt.of India.Andhra Pradesh, considered the “Essence of Incredible India”, has great diversity and
richness of tourist destinations. The State Government agencies have ensured that tourism infrastructure of
good quality is available at all the destinations for the benefit of the visitors. There are 10 wayside
amenities which are considered to be a model in the country. Creation of new infrastructure and
augmentation of existing infrastructure were taken up at 19 tourist destinations during the year 2009-10.
Madhya Pradesh
Madhya Pradesh has won Best state Rest of IndIa – First prize in 2010 from Ministry of Tourism, Govt.of
India. Madhya Pradesh is known as the heart of incredible India not only because of its geographical
location but it is also a home of heritage, culture and wildlife. State has touched new heights during the
year 2009-10 with an annual revenue growth rate exceeding 25% in consecutive years. The performance
on the tourist infrastructure development front is even more striking. The utilization of central grants,
quality and pace of construction activities, computerized monitoring and project management systems are
highly appreciable.
The highly creative promotional campaigns on TV, Radio and in the print media have also attracted
nationwide attention. Formation of a land bank and framing of Tourism Policy for attracting private
investment, the State has again taken the lead in doing pioneering work.
23. Kerala
Kerala has won the Best state: Rest of India – third prize in 2010 from Ministry of
Tourism, Govt.of India ; national Award for Most Innovative Adventure Activity
-International Paragliding Championship, for the year 2007-08 from Ministry of Tourism,
Govt.of India; Gold Award 2010 for Best Website Pacific Asia Travel Association
(PATA). Acclaimed by National Geographic Traveller as ‘one of the ten paradises of the
world’ and chosen by BBC as ‘one of the ten unforgettable things to do before you die’,
Kerala is India’s only tourism Superbrand. Blessed with a rich bounty of natural
attractions and some of India’s best social indices, what makes Kerala the destination for
tomorrow is its focus on sustainable tourism. Stringent quality control, planned
development, conservation and preservation efforts… Kerala’s stress on sustainability is
perfectly complemented by innovative marketing and promotional techniques, helping it
evolve into a paradigm for ‘responsible tourism’. Tourism offers Kerala the best
alternative to meet its objectives of reducing unemployment and kick-starting economic
growth. It has also become the perfect tool for enhancing the environment, preserving the
State’s culture and heritage and distributing economic development throughout the State
with no environmental setbacks.
Jammu and Kashmir
The state of Jammu and Kashmir has emerged as an ideal destination in India for
adventure tourism, with the Tourism Department of the state bagging the ‘best adventure
and golf tourism award’ at an international conclave at Shimla, Himachal Pradesh
recently.
It has started campaign ‘PLAY IN PARADISE’ and ‘MEET IN PARADISE’ to promote
Kashmir as an ideal golfing and conferencing venue along with Jammu and Ladakh.
24. Adventure Tourism Resources in West Bengal
West Bengal is home to some of the best national parks in the country. The distinct
climate and topography of West Bengal helps in keeping the diversity of flora and fauna
flourishing. The national parks of the state not only are wildlife resources, they are
surrounded by some of the most exotic locations, which make a trip to these parks value.
The most famous beyond imagination is the Sunderbans National park. Earned recognition
for the Royal Bengal Tigers, it also is the largest Mangrove forest in the world.
Most states in India are fortunate to have one hill resort, but West Bengal the gateway to
the Eastern Himalaya. A land of infinite attraction with breath taking views of
Kanchanjunga, bewildering variety of flora and fauna, colourful festivals, bush green tea
gardens, inching adventure spots, laundry trekking rocks, perfect solitude. All this makes
the East Himalayas your chosen destination.
Trekking in the Darjeeling Hills began almost a century ago. In fact, the first organised
trekking route in India was established here along the Sangalila range. The most popular
of treks is the one through high altitude areas across the Singalila range in Darjeeling.
Trekking in Ajodhya Hill (in Purulia district) or camping in Biharinath hill can bring the
hardcore untamed adventure feelings.
Beach Activity holidays in Junput , Shankarpur , Sagardwip , Frazerganj, Digha or the trip
to Bakkhali can also create the ample scope of adventure and stimulation for the tourist.
Other major excitements of National Park In West Bengal can be huge with Jaldapara
Wildlife Sanctuary, Buxa Tiger Reserve. Dooars, is the habitat of the rare one-horned
rhinoceros, the mighty bison, the spotted deer, the barking deer, huge tuskers, fearsome
wild boars and a variety of birds and animals. Elephant safaris can be enjoyed at the
Sanctuary.
32. Adventure tourism can indeed be a new potential dimension to enhance the
tourism industry in West Bengal as well in India to increase the GDP as
well as employability; it is possible because world tourism growth in
modern time is changing in different ways. The change in the life style and
the change in the motivational factor of the visitors, as well as varying target
group attractiveness creating the better opportunity for the growth of
adventure tourism. In this study we have identified that adventure tourism
can be marketed to different niche segments. It is high time that West
Bengal, as an adventure tourist destination should do the needful to achieve
its full potential, since the tourism sector in West Bengal has the
dissatisfactory growth in respect to Indian overall tourism sector growth.
33.
34. tourist-product strategy matrix for identifying growth opportunities
Modified from: Ansoff's Matrix the Harvard Business Review (1957),Zeithaml & Bitner 1996,p- 201)
37. Reference:
Adventure Tourism Development Index Report 2008.(a joint effort of Adventure Travel Trade Association , The
George Washington University and Xola Consulting, Inc.)
Adventure Tourism in Scotland Market Analysis Report, April 2010 Presentation at Jordan Travel Mart, 26th
February 2009.
•Adventure Travel Study 2005; sponsored by ATTA and Michigan State University
•Adventure Travel Study 2005; sponsored by ATTA and Michigan State University Adventure Travel Trade
Association (2009). Industry Snapshot: Mid-Year 2009.
•Adventure Travel Trade Association (2009). Member stories sharpen the vision for ATTA.
•Adventure Travel Trade Association (2009). Member stories sharpen the vision for ATTA.
•38. The Mintel Report 2001 on the European Adventure Travel Market : Mintel International Group. Cited in Niche
Tourism; Edited By Marina Novelli; Elsevier
•Adventure Tourism Development Index Report 2008.(a joint effort of Adventure Travel Trade Association , The
George Washington University and Xola Consulting, Inc.)
•Adventure Tourism in Scotland Market Analysis Report, April 2010 Presentation at Jordan Travel Mart, 26th
February 2009.
•Adventure Travel Trade Association (2009). Industry Snapshot: Mid-Year 2009.
•ASHWORTH, G. & GOODALL, B. 1993. Marketing Tourism Places. London: Routledge.
•BALOGLU, S. & MANGALOGLU, M. 2001. Tourism destinations of Turkey, Egypt, Greece and Italy as perceived by
US-based tour operators and travel agents. Pergamon, Hotelschool Den Haag, Tourism Management.
•BALOGLU, S. & MANGALOGLU, M. 2001. Tourism destinations of Turkey, Egypt, Greece and Italy as perceived by
US-based tour operators and travel agents. Pergamon, Hotelschool Den Haag, Tourism Management.
•BENNETT, J.A. & STRYDOM, J.W. 2001. Introduction to Travel and Tourism Marketing. Johannesburg: Juta.
•BENNETT, J.A. & STRYDOM, J.W. 2001. Introduction to Travel and Tourism Marketing. Johannesburg: Juta.
•BENNETT, J.A., ed. 1998. Managing Tourism Services. Pretoria: Van Schaik.
•BENNETT, J.A., ed. 1998. Managing Tourism Services. Pretoria: Van Schaik.
•DUBAI STRATEGY: PAST, PRESENT, FUTURE by Michael Matly and Laura Dillon,Harvard Business School,( February 27,
2007)
•HOTEL-ONLINE - Today’s Top Hospitality News. 2000. [Web:] http://www.hotel-
online.com/Neo/Trends/AsiaPacificJournal/PositionDestination.html [Date of access: 15 August 2000].
•India Tourism Statistics at a Glance ; Ministry of Tourism ,Govt. of India ,for 2009,2010& 2011
•Jack Trout: Positioning is a game people play in today’s me-too market place, Industrial Marketing, Vol.54, No.6, June 1969,
pp.51-55)
•JOHNSON, P. & THOMAS, B. 1994. Choice and Demand in Tourism. London: Mansell Publishing.
•JOHNSON, P. & THOMAS, B. 1994. Choice and Demand in Tourism. London: Mansell Publishing.
•KASER, K. & FREEMAN, J.T. 2002. Hospitality Marketing. USA: South Western Thomson Learning.
38. •KASER, K. & FREEMAN, J.T. 2002. Hospitality Marketing. USA: South Western Thomson
Learning.
•Key Tourism Statistic New Zealand : February 2011 Ministry of Economic Development
•KIM, H. 1998. Perceived Attractiveness of Korean Destinations. Annals of Tourism Research.
Volume 25, Number 2. United Kingdom: Pergamon.
•KIM, H. 1998. Perceived Attractiveness of Korean Destinations. Annals of Tourism Research.
Volume 25, Number 2. United Kingdom: Pergamon.
•LAWS, E. 1995. Tourism Destination Management. London: Routledge.
•LAWS, E. 1995. Tourism Destination Management. London: Routledge.
•LICKORISH, L.J. 1994. Developing Tourism Destinations. Policies and Perspectives. United
Kingdom: Longman.
•LICKORISH, L.J. 1994. Developing Tourism Destinations. Policies and Perspectives. United
Kingdom: Longman.
•Michael E. Porter : The Competitive Advantage of Nations (New York, 1990)
•MORRISONASHWORTH, G. & GOODALL, B. 1993. Marketing Tourism Places. London:
Routledge.
•SWARBROOKE, J. 1995. The Development and Management of Visitor Attractions. Oxford:
Butterworth Heinemann.
•The 2011 edition of the UNWTO Compendium of Tourism Statistics,
•The Hexagon of Competitive Identity by Simon Anholt(2002)
•TODD, S. 1999. Examining Tourism Motivation Methodologies. Annals of Tourism Research.
Volume 26, Number 4. United Kingdom: Pergamon.
•Tourism Highlights edition 2001, 2005 edition, 2006 edition, 2007 edition, 2008 edition, 2009
edition, 2010 edition, 2011 edition [publication from the World Tourism Organization (UNWTO)]
