Communications Strategy for Bihar Tourism

Communications Strategy for Bihar touring carryExecutive comp destroyPlaces must decide on non tout ensemble how m either tourists they indispensableness and how to balance touristry with early(a) industries or strategies unless alike what amiable of tourists they want. The choices will be constrained, of course, by the roves climate, natural topography and resources, archives, culture and facilities. Like any(prenominal) other product line, tourist marketers must k flat the actual and potential customers, their ask and wants, determine which target markets to serve, and decide on appropriate products, services, and programs to serve these markets. erst they defecate defined a target group they must strategi wauly devise a communication mechanism which attracts that tourist in the or so cost effective manner.This take aim aims to look at Bihar as a touristry polish, understand its potential in light of its history, approximately(prenominal) heathen and pol itical along with the way it is perceived by the world outside, oddly the motivityer. It aims to synchronize the objective of the narrate with regard to increasing tourist inflow and that of the submits of the contemporary traveler both domestic and immaterial.In that view explore has been carried out to understand the factors that affect touristry maturement on the demand and supply side. And with the help of that analysis recommendations for a communication strategy soak up been given.Introductiontourism is a major social phenomenon of the modern monastic baffle with enormous economic implications. Its importance as an instrument for economic phylogeny and employment generation, oddly in remote and backward argonas, has now been sound recognized all oer the world. It is to a fault an Coperni cornerst unmatchable activity for pagan interaction, social uplift and environment conservation. Tourism is now unrivallight-emitting diode of the worlds largest industries and atomic subjugate 53 of its fastest growing economic sectors.Tourism may father a unequivocal economic impact on the balance of payments, on employment, on gross income and production, s coin bank it may also buzz off interdict effects, particularly on the environment. Unplanned and uncontrolled tourism growth bum turn out in such a deterioration of the environment that tourist growth can be compromised. . This is especially true with regard to tourism establish on the natural environment as well as on historical- pagan heritage.Thus new word which is world used very often these days is sustainable tourism. Sustainable tourism has three interconnected aspects environmental, socio- ethnic, and economic. Sustainability implies permanence, so sustainable tourism includes optimum use of resources, including biological diversity minimization of ecological, cultural and social impacts and maximization of benefits for conservation and local communities. It also refers to th e caution structures that are needed to make this.The following lists down comprehensive benefits of tourism especially in IndiaSocial Benefits* Promotes interior(a) integrating and social incisivelyice* Helps survival of traditional art forms* Promotes inter areaal understandingEconomic benefits* well 8% of employment worldwide is tourism dependent* The latest take by World Travel and Tourism Council predicts that the highest real growth of tourism demand worldwide at 9.4% will occur in India* parity of the IT and Tourism sector worldwideo Size of Industry IT $ergocalciferol bil social lion Tourism $4.6 trilliono Jobs generated IT 20 million hypothecates Tourism 250 millionLiterature ReviewTourism and hospitality industry in IndiaIndia is known worldwide as superannuated and mysterious civilization and the cooperate or so populated country of the world after China, with a universe of discourse of champion billion. With increasing worldwide tourism and travel for lei sure, business and cultural purposes are on the cost increase, India attracts moreover if 2.4 million visitors annually of the 600 million who travel. India can fall unconnected a sound policy to attract tourism and travel to generate jobs at the lowest cost of investment per job in this industry as well as promote sustainable training and cultural heritage, which has been so precious to India. India needs to shed its reluctance of dungeoning(a) tourism by affluent Westerners. Tourism, if properly planned and promoted can countenance 20+ million jobs in next ten old age and foreign exchange in excess of 30 billion dollars. What India needs is a firm policy and commitment to expand tourism as a source of sustainable economic development with value for the tourists and enhancement of Indias cultural heritage. (P, 2005)Understanding the concept of Destination brandingDestination marketing involves using tourism as a means to an end rather than an end in it self for reasons including improving the look of an compass to attract industrialists increasing the guide of facilities and amenities available to the local community giving local residents very more pride in their local welkin providing a rationale and living for rectifyments to the local environment and trying to make the travel politically much acceptable to outsiders. Thus we see that due to the multiple stakeholder nature of a destination, in that location lies a need for a concerted effort to achieve any goal set forth. This can be explained by the draw belowThe Dynamic Wheel of Tourism StakeholdersOne of the key problems develop been difficulties associated with marrying the objectives of profitability and sustainability, and co-ordinating the activities of the various stakeholders associated with a tourism destination.Destination marketing should occur not only on the demand side to increase visitor numbers, alone also on the supply side to market the destination to interme diaries and to increase the numbers of sellers through investment in try-on, entertainment and infrastructure, and so forthThe Requisites of a Successful Tourism Marketing Plano The primary(prenominal) competition is placeo Tourism trends are identifiedo A long-term orientation is adoptedo The importance of fighting is recognizedo The need for infrastructure improvements is highlightedo The need for integration with national/regional tourism plans is recognisedo Residents attitudes to tourism are consideredo Local cultures, values and lifestyles are consideredo Wealth and job creation and quality of life for residents are primary aimso The unveil of environmental problems is addressedo The issue of seasonality is addressedo The benefits of tourism to the destination is quantified (Cameron, 2008)* Destination identity and imageo The need to develop brand identity is recognisedo Brand associations are identifiedo The need for image development is recognisedo status is discusse do The need for coordination of industry promotional material is recognisedo Recognition to ensuring the promises make in marketing communications are conveyed to visitorso New and advanced(a) forms of communication channels are addressedo The need to improve branding and brand awareness is recognisedo The importance of experiences to tourists as opposed to tangible propositions is recognised* Stakeholder involvemento National government agencies are involved in planningo Local government agencies were involved in planningo The area tourist board/area tourist office was involved in planningo Local residents were involved in planningo Local businesses were involved in planningo The need to improve communication betwixt stakeholders ( usual, private and residents) iso recognisedo lead is addressed to give greater guidance to stakeholders.* Implementation, monitoring and canvasso The agescale for each task is includedo The need for monitoring and review is established12The absence of a incorporated approach requires the study of destination marketing under theoretical lenses. Here a white idea which throws light on the existing theories which address the area has been studied. The crux of which is As a consequence of globalization, the marketing of places has grown in importance as countries, regions and individual destinations compete with one another to attract investment and visitors. In frame to compete effectively, it is essential to identify the critical success factors and fasten these are incorporated into ones strategic planning. An extensive review of the literature lotion place and destination marketing indicates that image and identity play an important subprogram in differentiating between objectively similar alternatives. Accordingly, the branding of destinations has function of major importance and is analyzed in depth. (Halkier, 2008)Place Branding A Case Study DenmarkIn order to observe a structured approach to Destination Branding the case study of Denmark has been reviewed. It proposes how theoretical models have been applied successfully in real life scenarios.This paper examines the area of cross-sectoral branding where tourism is combined with other international economic activities in order to construct a common national umbrella brand. From a theoretical perspective the article contributes to the study of cross-sectoral place branding by developing a coherent analytical framework, drawing on new-made constituents to the study of Other images and inter-organizational relations. On the basis of this, an empirical case study of the prospects for establishing a cross-sectoral umbrella brand is undertaken, focusing on danish pastry national tourism and inward investment promotion bodies. Having analyzed both the rationales butt end and the image profiles of current branding efforts, it is concluded that piece disagreement exists at the strategic level with regard to the potentials of umbrella branding, the differences between the current image profiles are of a to a greater extent manageable character. In the case of Danish tourism and investment promotion, barriers to inter organizational cooperation, in other words, calculate to be founded on unfavorable assumptions well-nigh potential alliance partners in view of own future aspirations rather than the present branding actions of the actors involved. wherefore Bihar?Bihar had once been the seat of the golden age of the Indian empire but now has shrivelled into one the most backward states of India. Some pockets in Bihar now exhibit one of the lowest living conditions the world over. Bihar chain armor its bifurcation into two pocket-sizeer states has lost most of its natural resources and the state has failed to get down the IT train which has left it with micro scope of riding the India Rising bus. The offspring of Bihar are leaving its mother priming and doing so the great state is losing its heritage. It is in the interest o f not only the quite a little of Bihar but also the nation to protect its cultural heritage.An approach for Bihar can be based on the Appreciation of Frames study by Schon wherein he demonstrates alternatives to approach in transaction with the housing problem within the social policy. One perspective frames spend areas as diseased, the other frames them as natural communities. When viewed as diseased, the problem moves one of eradicating the diseases, with the implied solution of urban renewal and regeneration. This involves tearing down slums in order to stop the cycle of decay and relocating the inhabitants of the areas to newly planned and sanitized developments. In contrast, when viewed as natural communities the problem becomes one of dislocation. Natural communities should be maintain in order to maintain the beneficial outcomes of established patterns of interaction and sluttish networks which characterize them.The Current State of Biharo Negative Brand lawfulnesso Cha nge in local governmento regenerate faith of residents of the state in the systemo High rise in migration from the stateo High worth of Non residentso contrast in documented and actual state of tourist siteso lack of any dedicated communication focused on tourismo Unorganized and fragmented efforts in maintenance of crafts and cultureo touring car activity concentrated in pockets (e.g. Buddhist Circuit)The notion of BiharWhen Delhi newspapers publish articles on Bihars disorders and atrocities, they tend to make a point of emphasizing the states backwardnessThe origin ballot-rigging recorded in India took pl ace in Bihar (in 1962) the first instance of criminals being awarded parliamentary seats also took place in Bihar (in 1980) William dalrymple in association wars and At the court of the fish-eyed GoddessThe above quotes, summarize the general impression that the public holds some Bihar.From Laloo Yadav to corruption to crime This is one state that has perpetually been in the news, and for all the wrong reasons. In the days immediately prior to the nutrition scam, the media had a field day reporting Laloo and his antics, people were quoted saying that Laloo was the most entertaining item on television. (Nambisan, 2000) The extensive reporting, in the last a couple of(prenominal) years with the explosion of the news media, has played an significant share in shaping public opinion and view about Bihar, its culture, and its citizens. Laloo Yadav has, in a way, come to symbolize Bihar to the audiences. So, Bihar, to a unexceptional citizen, is a state full of rowdy, dishonest politicians, and heavily accented, non-English speaking, primitive simpletons.I am often told, in a manner of considerable disbelief, But you dont sound akin a Bihari at all Because it appears that all Biharis are supposed to chatter in heavily accented, wrecked English.Evolution of Bihar over the AgesThe history of Bihar can be effortlessly traced back into superannuated ti mes. Bihar appears in the earliest mythology and legends of ancient India , as far back as the Ramayana and Mahabharata. Sita, the partner of gentle Rama, was a princess of Bihar. She was the daughter of King Janak of Videha. The present districts of Muzaffarpur, Sitamarhi, Samastipur, Madhubani, and Darbhanga, in north-central Bihar, mark this ancient kingdom. It is in fact, known that the author of the Ramayana, Maharishi Valmiki, lived in Ancient Bihar. Not only Hinduism, but Jainism and Buddhism have roots in Bihar. It was in here that Gautam Buddha come through enlightenment, and it was in the modern town of Gaya that the religion of Buddhism was born. It is here also that Lord Mahavira, the initiator of another great religion, Jainism, was born and attained nirvana. That site is set(p) at the current town of Pawapuri, south east of Patna, the Capital of Bihar. It was also in Bihar that the tenth and last Guru of the Sikhs, Guru Gobind Singh was born and became a Guru. A cha rming Gurudwara (a temple for Sikhs) make to commemorate his memory the Harmandir- is located in east Patna. Known reverently as the Patna Sahib, it is one of the five holiest places of devotion (Takhat) for Sikhs.Kautilya, also known as Chanakya, the author of Arthashastra, the first discourse of the modern lore of Economics, resided here. He was also the adviser to the Magadh king, Chandragupta Maurya.Another Mauryan king, Samrat Ashok, around 270 B.C., was the first to formulate firm doctrine for the governance of a people. He had these doctrines, the so called Edicts of Ashok, scratch on stone pillars which were installed across his empire. The pillars were crowned with the sculpture of one or more lions atop a pedestal which was inscribed with symbols of wheels. As the lion denoted might, the wheel denoted the never-ending nature of truth (dharma), hence the take in Dharma Chakra. This of lions, atop a pedestal, with writing of a wheel, was adopted as the Official lettr e de cachet of the independent Republic of India (1947). The dharma chakra was, also incorporated into the national flag of India, the Tricolor. (Biharinfoline, 2009)In medieval catamenia Bihar lost its stature as the political and cultural hub of India since the Mughal era was a period of national administration from Delhi. The only renowned mortal of these period in Bihar was Sher Shah, or Sher Khan Sur, an Afghan. Based at Sasaram which is currently a town in the district of the similar name in central-western Bihar, this jagirdar of the Mughal Emperor Babur defeated Humayun, the son of Babur, not once but twice, first at Chausa and then, again, at Kannauj (in the present state of Uttar Pradesh or U.P.) In the course of his conquest Sher Shah became the monarch of a territory that extended till Punjab. He was not only a ferocious warrior but also a dignified administrator in line with the tradition of Ashok and the Gupta kings. numerous acts of land reforms are attributed to him. The remains of a grand crypt that he built for himself can be found at todays Sasaram (Sher Shahs maqbara.)During British India, Bihar was a function of the Presidency of Bengal, and was managed from Calcutta. As such, this was a region very much dominated by the citizens of Bengal. All leading tuition and medical hubs were in Bengal. passim the 20th century, Bihar apothegm a great deal of geographical division. When shared out from the Bengal Presidency in 1912, Bihar and Orissa were a single province. (Kumar, 2007)At that time, an region in the south-east, principally the district of Purulia, was separated and incorporated into West Bengal as part of the linguistic Reorganization of Indian States. Yet another dissection of Bihar occurred in 2000, when after years of political hassle, the state of Jharkhand was carved out of the state of Bihar. The region of Jharkhand now includes southern districts of Bihar, and has the city of Ranchi as its capital.The Politics of Bih arBihar played an significant role during the freedom resistance and it was from Bihar that Mahatma Gandhi started his civil-disobedience movement. It was at the unrelenting request of a cultivator, Raj Kumar Shukla, that Gandhiji visited Champaran, saw the sad predicament of the indigo farmers and the domination of the Biritsh. Many people from Bihar hence became leading partakers in Indias struggle for freedom. The most distinguished was Dr. Rajendra Prasad, who went on to become Independent Indias first president. Another was Jay Prakash Narayan, also warmly called JP. JPs considerable contribution to contemporary Indian history continued up until his demise in 1979. It was he who persistently and unwaveringly opposed the dictatorial rule of Indira Gandhi and her young child, Sanjay Gandhi. Fearing peoples response to his opposition, Indira Gandhi had him detained on the eve of declaring nationwide Emergency beginning June 26, 1975. He was jailed in Tihar(near Delhi). The movem ent started by JP, nonetheless, brought the Emergency to an end, led to the wide defeat of Indira Gandhi and her Congress Party at the elections, and, to the putting in place of a non-Congress government -The Janata Party at Delhi, for the first time. With the approval of JP, Morarji Desai became the poop Prime Minister of India. JP continued to be the Conscience of the Janata Party and of post-Gandhi post-Nehru India. He called upon all Indians to work tirelessly towards removing dictatorship in favour of majority rule and bringing about independence from slavery. Sadly, shortly after attaining office, indwelling bout among the leaders of the Janata Party led to the resignation of Shri Desai as the Prime Minister. JP persisted with his call for total revolution, but he succumbed to kidney failure in 1979.Subsequent internal strife in the Janata Party led to the creation of a separatist political party the Janata Dal. It was also from this party that Laloo Prasad Yadav, the Chief Minister of Bihar was elected. A new party led by Mr. Yadav was shaped as the Rashtriya Janata Dal which went ruled for about 15 years in Bihar. The Janata Dal at first came to power in the state in 1990 on the support of its victory at the national stage in 1989. Laloo Prasad Yadav became the nous look after winning the battle of legislative party leadership by a slim margin against Ram Sundar Das, a former chief minister from the Janata Party. Later, Laloo gained fame with the masses through a succession of populist measures. The sound socialists, including Nitish Kumar, slowly left him and Laloo was the uncrowned king by 1995 as both Chief Minister as well as the President of his party, Rashtriya Janata Dal. He was a magnetic leader who had the peoples support and Bihar had got such a person as the chief minister after a long time. However, he derailed programs for the development of the state. When corruption charges got serious, he relinquished the post of CM but an ointed his wife as the proxy CM. All through this period, law and order and management grew steadily poorer.In 2005, as hostility reached a increase among the masses, middle class included, the RJD was voted out of control and Laloo Prasad lost the legislative elections to a coalition headed by his earlier partner and now rival Nitish Kumar.Bihar How much in the eye of the Beholder?Bihar is in the eye of the beholder says Vijay Nambisan in his book of the homogeneous title. He attempts to paint a more positive portrait of Bihar at least in the opening chapters, attempting to be foreign those who trash everything about Bihar completely, and believe it beyond hope at any point. He states that Bihar is the richest among Indian states in terms of natural and mineral wealth, and only its political stat sets people thinking about it in a negative way.However, as we read on, the state of Bihar and its citizens that Nambisan explains starts becoming similar to, more and more, the typec ast that he was trying to shatter. Its true that the tome is peppered with optimistic images, people and events, but overall, the effigy that Nambisan paints is as dismal as any other. The stories and tales are mostly about corrupt politicians, gang lords getting the better of the community and the killings, extortions, and adversity that the ordinary man faces. In between, we have tales about devoted teachers overcoming caste discrimination, innovative women trying to make a living for themselves and their children, and intelligent young read/write heads vex against a system that otherwise fetters them. An entire section deals with the high point of violence in the state and how it is taken as everyday phenomena a scary situation.Has Nambisan also fallen victim to the typecasting of Bihar? Or is the reality of Bihar so bleak that even the most optimistic picture that is painted of it shows more despair than hope?What is happening in Bihar is happening all over India. But Bihar is a microcosm of the whole laboratory specimens, as it were, most easily brought under the microscope of analysis. (Nambisan, 2000)The rest of India has a propensity to become self virtuous and holier than thou, and look down upon Bihar and Biharis as a pollutant. Politicians shake their heads and mumble, journalists chasten the collapse of democracy and the general public remains contented with just shuddering at the mere mention of it. What people do not want to admit is that the ills that plague the state are festering everywhere, in varying degrees and different stages of development. Such is the inclination to look upon Bihar and Biharis as a expression of all that is bad, that thither have been reported cases of people accommodation to Bihari students in cities like Delhi, simply because they were scared to have Biharis beneath the same roof, thinking no doubt about probable robbery, rape and murder. (palgrave-journals, 2008)Previously, there were a little half hearted att empts to industrialize the state an oil refinery in Barauni, a motor scooter factory at Fatuha, and a power generation unit at Muzaffarpur. However, no continued effort had been made in this way, and there was little achievement in its industrialization. Historically, sugar and veggie oil were prosperous industries of Bihar. Until the mid fifties, 25% of Indias sugar production was from Bihar. Dalmianagar was a large agro industrial region. However, these were required to shut down due to flaw central policy which negated the strategic advantages of Bihar.Recently the dairy trade has picked up very well in Bihar. Sugar industry is another one which has started to improve with 25 new sugar factories committed in Bihar between 2006 and 2007. Since 2005, the state government has taken the major task of creating a business friendly environment and investment opportunities and leverages the resources there for all big and small industrial houses.There was a partition of Bihar in 2000, when the industrially brilliant and mineral-rich southern-half of the state was carved out to outline the separate state of Jharkhand. Since then, the main economic activity of Bihar has been crop growing. The new Bihar state produces about 60% of the yield of the old Bihar state. There is a tendency now, amongst politicians, to hold answerable the separation of Jharkhand from Bihar as a reason for the majority of the problems surrounding the growth of the state.Biharis and Non-Biharis Perceptions and OpinionsRespondents were asked to name anything that came to their mind when they thought of the Bihar. The top of the mind recollection is the strongest community that a persons mind makes among two things and it was fascinating to see the diverse things, people or places that respondents link with Bihar. The respondents were then additionaly probed on other stuff that they linked with Bihar, how the connection came about and why. Respondents in both cases were also asked about noteworthy places or people that they associated with Bihar. This kind of factual information gave a few insights into how much authentic knowledge the respondent had regarding the state, and whether knowing more concerning Bihar, its history and culture changed the opinions and perceptions of the people at all. As was anticipated, people from Bihar possessed importantly more factual knowledge about Bihar. What was exciting was that though there were distinct inconsistency between Biharis and Non Biharis concerning perceptions about Bihar, there were still some expected threads.As a youthful housewife from a small town in Bihar put it, Jab tak rahega samose mein aaloo, tab tak rahega Bihar mein Laloo . The line is a historied one, from a speech by the great politician himself. more or less all the respondents thought of Laloo Yadav first when asked to name celebrities linked with Bihar. In one case, a young university student of Delhi University was unable to think of any other r enowned person or place that she knew of, from Bihar. Among Non Biharis, Laloo unquestionably enjoyed top of the mind recall, as every respondent, with no exception named him. Even amongst my Bihari respondents, a number of them reflected of Laloo Yadav as one of the eminent people associated with Bihar. An interesting incident that I observed here was that respondents from the younger age bracket could think only of Laloo when it came to associating eminent personalities with Bihar. Some of the older age bracket remembered Jai Prakash Narayan, even smaller number remembered Rajendra Prasad. Despite being the present Chief Minister, Nitish Kumar was not recollected as frequently as Laloo by the respondents. There was hardly any piffle about of personalities from fields other than politics. One or two respondents recollected Prakash Jha for his films and the rise up comedian Shekhar Suman, but it seemed that the lone people from Bihar that had achieved any fame at all were politic ians. There was one interesting case where I interviewed an elderly lady, who had pass almost her whole life in Bihar, save for a period of few years in Delhi. She had no complicatedness naming famous personalities connected with Bihar, right from ancient times. She also had a authentic tourist guides list of the famous places of Bihar, for historical or cultural importance. This was in pure(a) contrast to the younger age bracket, who knew moderately little of Bihars history, despite having lived there. This led me to consider that media had clearly played an extremely important role in formation of even the level of factual information that people possessed, apart from determining their opinions .Laloo Yadav yet again was the chief image that came to peoples minds when asked about their reflexion about Bihar. Though, the awareness of Bihar was not limited to just the image of Laloo. Having named Laloo as the foremost thing that came to mind on hearing Bihar, most of the responde nts and interviewees went on to talk about the corruption and disorder that had become widespread in the state during his rule. (bstdc, 2009). The above quote from my interview with a lecturer in Ahmadabad summed up a what Non Biharis as well as Biharis felt about Bihar. The view is that the state has been devastated by dirty politics, and not allowed to build up in any fashion over the time, and the overpowering emotions were those of bleakness and grieffulness at the state of affairs. While talking of opinions and associations with Bihar, there was marked disparity between respondents from inside and outside Bihar. Almost all Biharis utter affectionately of memories of their childhood and youth spent in Bihar, and had some sort of a sense of belonging to the place, which obviously came from having spent a long time in the state and having fond memories to look back upon. Even when they round of the ills that plague the state, the manner in which this was rundlen about was one of sorrow that the situation had turned out to be so bad. In contrast, Non Biharis spoke in a manner that implied a sense of almost abuse from the state and the state of affairs there. A 2o year old college undergraduate from Delhi University summed it up when she said (bstdc, 2009) The same response, in not so numerous words, echoed across other interviews of Non Biharis.Overall, the awareness of people about Bihar was related to Laloo. In one way or the other, roughly all respondents were of the view of Laloo while answering this inquiry. The biggest substantiation that suggested this came from an interview with a young college student from Ahmedabad, who spoke of Biharis as primitive, and speaking in a typical dialect. (Halkier, Contemplating Place Branding Umbrellas. The Case of Coordinated National Tourism andBusiness Promotion in Denmark, 2008)Bihar TourismAmongst all the states of the country, Bihar is in all probability the one that enjoys a classifiable history. It is he re that religions followed the world over, Buddhism and Jainism were born, even as Hinduism flourished. It is here that an important counseling of a fourth religion Guru Gobind Singh of the Sikhs was born. And it is here that the worlds first institution of higher(prenominal) education at Nalanda was established. And if all that is not sufficient, it was in Bihar that Gandhiji launched his Satyagraha movement in opposition to the British rule. (Cameron, 2008)Bihar without doubt bears the profound weight of history, but bears it with much warmth and awareness. For both Buddhists and Jains, the land is sprinkled with monuments and sacred pilgrimage centers, while the Hindus have no fewer temples. However, it has not shied away from accepting the modern. The old learning centers continue in the structure of newer centers of excellence, the olden day trade hubs have paved way for the fresh economy and even newer technologies.Bihar is a land sanctified with beauty both spiritual and ph ysical. Its vast lands, fed by some of the countrys most important rivers, have ensured prosperity. It has a rich traditions and legacy and its people are meticulous and fun loving.Places of Int