Marketing Mix of Kerala Tourism and 7Ps (Updated 2024)

The Marketing mix of Kerala Tourism analyses the 7Ps of Kerala Tourism, which includes the Product, Price, Place, Promotion, People, Physical Evidence, and Process of Kerala Tourism. Kerala Tourism is operated under the direction of the State Tourism Ministry, Kerala. Italy is associated with the hospitality and tourism industry, catering to domestic and foreign tourists. Kerala is one of the world’s top ten paradises because of its scenic beauty, varied demography, eco-tourism initiatives, and rich culture. The growth rate of Kerala Tourism is more than 13%, and it has become a vital contributor to the state economy. Some of its competitors are:

• Gujarat Tourism
• Maharashtra Tourism
• Rajasthan Tourism
• Madhya Pradesh Tourism

About Kerala Tourism

• • Type: Tourism by Government
  • Industry: Tourism
  • Founded: 1965
  • Headquarters: Thiruvananthapuram, Kerala, India
  • Area served: Kerala, India
  • Key people: Pinarayi Vijayan (Chairman) and V. Venu (CEO)
  • Number of employees: 1,000+

Kerala Tourism Product Strategy

“Kerala tourism, often referred to as “God’s Own Country,” offers a diverse and rich product mix for tourism, drawing visitors from all cities worldwide due to its unique geographical features and cultural richness.

The product mix of Kerala Tourism in 2024 is as follows (Source).

1. Backwaters: Kerala’s backwaters are a network of interconnected canals, rivers, lakes, and inlets. This complex system formed by more than 900 km of waterways is often the highlight for tourists. Houseboat stays in places like Alleppey and Kumarakom offer unique experiences.
2. Beaches: The state has a long coastline with pristine beaches such as Kovalam, Varkala, Cherai, and Bekal. These beaches are known for their scenic beauty and offer activities for domestic tourists like sunbathing, swimming, and various water sports.
3. Hill Stations: Kerala’s Western Ghats have beautiful hill stations like Munnar, Wayanad, and Thekkady. These places are renowned for their lush greenery, tea and spice plantations, wildlife, trekking trails, and cool climate.
4. Wildlife Sanctuaries and National Parks: Kerala has a rich biodiversity. Wildlife sanctuaries like Periyar, Wayanad Wildlife Sanctuary, and Eravikulam National Park offer opportunities to see elephants, tigers, leopards, and various birds.
5. Cultural Heritage: Kerala’s rich cultural heritage includes traditional art forms like Kathakali and Theyyam, ancient temples, and historical sites. Festivals such as Onam and Thrissur Pooram are significant attractions.
6. Ayurveda and Wellness Tourism: Kerala is known for its Ayurvedic treatments and wellness resorts. Ayurvedic massages, yoga, and meditation retreats are popular among tourists seeking relaxation and rejuvenation.
7. Cuisine: Kerala’s cuisine is another major attraction, with its distinctive flavors and various dishes. Seafood, coconut-based curries, and local spices are integral to the culinary experience.
8. Eco-Tourism: Places like Gavi and Thenmala promote eco-tourism, offering experiences like bird watching, trekking, and staying in eco-friendly accommodations.
9. Adventure Tourism: Activities like trekking, paragliding, bamboo rafting, and mountain biking are gaining popularity in Kerala, especially in areas like Vagamon and Wayanad.
10. Village Tourism: Experiencing the traditional village life, engaging in activities like coir-making, and enjoying the serene rural landscape are increasingly popular.
11. Monsoon Tourism: Kerala is also known for promoting monsoon tourism, offering a unique state experience during the rainy season.

These elements contribute to Kerala’s appeal as a multifaceted tourist destination, catering to the country’s various interests and preferences.

Kerala Tourism Pricing Strategy

Kerala Tourism’s pricing strategy is both competitive and value-driven, ensuring a broad appeal of services to various segments of tourists. Here’s a breakdown:

1. Segmented Pricing Approach: Kerala Tourism employs a segmented pricing strategy to cater to different market segments – from budget backpackers to luxury travelers. This approach involves differential pricing for accommodations, experiences, and packages, ensuring every budget has something.
2. Dynamic Pricing for Peak and Off-Peak Seasons: Recognizing the fluctuating demand across seasons, Kerala Tourism strategically implements dynamic pricing. Prices are generally higher during peak tourist seasons (like winter and festival times) and more attractive during off-peak periods (like the monsoon season), balancing demand and maximizing revenue year-round.
3. Value-Added Packages: To enhance appeal and offer more comprehensive experiences, Kerala Tourism often bundles services like accommodation, tours, and local experiences into attractively priced packages. This provides better value to tourists and encourages longer stays and exploration of multiple destinations within the state.
4. Competitive Pricing with Quality Assurance: Keeping prices competitive compared to other tourist destinations is critical. However, Kerala Tourism doesn’t compromise on quality. The pricing reflects the high standards of services, unique experiences, and the state’s unparalleled natural beauty, ensuring customer satisfaction and repeat visits.
5. Partnerships and Collaborative Pricing: By collaborating with airlines, hotels, and local service providers, Kerala Tourism can offer special rates and discounts. This collaborative approach helps keep the overall cost for tourists reasonable while promoting various services within the state.

Through this multifaceted marketing and pricing strategy, Kerala Tourism effectively balances affordability with quality, ensuring that the state remains an attractive destination for a diverse range of domestic and international tourists.

Kerala Tourism Place Strategy

Kerala Tourism has created a global market, becoming a favorite tourist destination worldwide. Most foreigners arrive from Australia, France, the USA, and the United Kingdom. Kerala has a strong network of railways, roadways, and international airports for the arrival and departure of tourists. The marketing and distribution channel of Kerala Tourism includes travel agents, hotels, brokers, operators, and, of course, tourists. Sometimes, a tour operator sells a holiday package directly to its clients; at other times, it might be through an intermediary.

Kerala Tourism’s place strategy for tourism promotion is as follows:

1. Diverse Geographic Locations: Kerala Tourism capitalizes on its varied geography and tourist destinations, including serene backwaters, pristine beaches, lush hill stations, and rich wildlife sanctuaries, ensuring there’s a destination for every kind of traveler.
2. Accessibility and Connectivity: Emphasizing excellent connectivity, the state government has well-developed transport links, including international airports, a vast network of roads, and efficient local transportation, making tourist spots easily accessible.
3. Sustainable and Eco-Friendly Destinations: The state focuses on sustainable eco-tourism initiatives. It promotes eco-friendly destinations and practices that preserve its natural beauty and cultural heritage, appealing to environmentally conscious travelers.
4. Cultural and Heritage Sites: Highlighting its rich cultural heritage, Kerala Tourism strategically markets its historical sites, temples, and traditional art forms, attracting those interested in cultural experiences.
5. Integration with Local Communities: The strategy includes integrating the tourism industry with local communities, offering authentic experiences like village tours and homestays, which allow tourists to immerse themselves in the local lifestyle and traditions.

Kerala Tourism Promotion Strategy

With its clear strategy and marketing performance, Kerala Tourism has been able to clinch a top place in the tourism industry. Its promotional activities in the tourism industry include advertising, public relations, publicity, sales promotion, and personal selling. It has employed extensive, aggressive advertising campaigns and eye-catching slogans like Official Host to God’s Own Country and One of the Ten Love Nests in India. Tour brochures are available at its official website and via travel agents’ offices and portals. Kerala Tourism has carried out mass ad campaigns on television, travel magazines, leading newspapers, and radio. It has also been advertised through radio and mobile technology through MMSs and SMSs. The department also conducts shopping festivals, road shows, and exhibitions as a means of tourism promotion.

Kerala Tourism’s promotion and marketing strategy is as follows:

1. Digital and Social Media Marketing: Leveraging digital platforms and social media to showcase Kerala’s hospitality, diverse attractions, engaging content, and targeted advertising to reach a global audience.
2. Collaborations and Partnerships: Strategic partnerships with travel agencies, airlines, and influencers to broaden market reach and create integrated marketing campaigns.
3. Cultural and Event Sponsorships: Sponsoring cultural events and festivals domestically and internationally to showcase Kerala’s rich cultural heritage and attract tourists.

Some Recent Video ads and Print ads of Kerala Tourism are:

Kerala Tourism People Strategy

The “People” element of the Service Marketing Mix for Kerala Tourism encompasses various stakeholders in delivering tourism services. This includes the staff directly employed by the tourism industry and the broader community whose actions and attitudes significantly impact the tourist experience. Here are several key points regarding the “People” aspect of Kerala Tourism:

1. Hospitality and Service Mindset: Kerala is renowned for its warm and hospitable people. The local population’s friendly nature and readiness to help tourists significantly enhance the visitor experience.
2. Skilled Workforce: The state boasts a skilled workforce in the tourism sector, including tour guides, hotel staff, and operators of various tourist attractions, who are well-versed in multiple languages and trained in customer service excellence.
3. Cultural Ambassadors: Local artisans, performers, and craftsmen serve as cultural ambassadors, showcasing Kerala’s rich heritage through traditional dance forms like Kathakali and Mohiniyattam, martial arts like Kalaripayattu, and handicrafts.
4. Community Involvement: Local communities actively participate in tourism development, benefiting from sustainable tourism practices. Initiatives like responsible tourism projects involve local people in the value chain, ensuring they benefit directly from tourism.
5. Government and Policy Makers: Kerala Tourism is supported by proactive government policies and dedicated departments focusing on developing and promoting sustainable tourism. These entities work towards enhancing infrastructure, ensuring safety, and promoting Kerala’s culture globally.
6. Education and Training Institutions: Numerous educational institutions in Kerala offer courses in hospitality, travel, and tourism management, contributing to a well-educated workforce in the tourism sector.
7. Tourism Service Providers: This includes a wide range of stakeholders, from taxi drivers, boat operators, and tour operators to small-scale entrepreneurs running homestays and local eateries. They play a crucial role in creating a positive experience for tourists.
8. Influencers and Marketers: In the digital age, bloggers, vloggers, and social media influencers specializing in travel and tourism also contribute to Kerala’s tourism people by promoting its destinations and sharing experiences that attract tourists globally.
9. Safety and Security Personnel: The presence of responsive and helpful police and security personnel, especially in tourist spots, ensures a safe environment for visitors.
10. Medical and Health Professionals: Given the importance of health and wellness tourism in Kerala, Ayurvedic practitioners, doctors, and wellness experts are integral to providing authentic and enriching experiences to visitors seeking health and rejuvenation.

Kerala Tourism Process Strategy

The “Process” element in the Service Marketing Mix of Kerala Tourism refers to the series of actions or steps to deliver the tourism product to the customer. It encompasses the entire customer journey, from initial inquiry and booking to the travel experience and post-visit feedback. Here are several key points highlighting the “Process” aspect of Kerala Tourism:

1. Information and Inquiry Handling: Kerala Tourism has a robust online presence with an official website and social media platforms. Potential tourists can find comprehensive information, make inquiries, and receive prompt responses.
2. Booking and Reservation System: The state offers a streamlined booking process through various platforms for accommodations, travel packages, and experiences. This includes online booking through official websites, travel portals, and partnerships with travel agencies.
3. Travel Planning Assistance: Kerala Tourism and associated travel agents offer personalized travel planning services, helping tourists to customize their itineraries based on interests, budget, and duration of stay.
4. Accessibility and Connectivity: The process ensures easy accessibility to Kerala through multiple air, rail, and road entry points. Efficient internal connectivity via public transport and private services is also a crucial part of the process.
5. Welcoming Tourists: The process includes a warm welcome at airports, railway stations, and hotels, often with traditional greetings, ensuring a pleasant start to the tourist experience.
6. Guided Tours and Experiences: Kerala offers organized tours and experiences led by trained guides who provide insightful information about the state’s destinations, culture, and heritage.
7. Quality and Standards Compliance: Ensuring that all tourism services meet certain quality and safety standards is part of the process. This includes regular inspections and certifications for accommodations, tour operators, and other service providers.
8. Feedback Mechanism: A structured feedback mechanism through which tourists can share their experiences and suggestions is integral to the process. This helps in continuous improvement and addressing any concerns promptly.
9. Crisis Management and Support: Efficient handling of emergencies or issues tourists may face during their visit, including health-related concerns, is critical to the service process.
10. Sustainable and Responsible Tourism Practices: Incorporating sustainable practices in every step, from promoting eco-friendly accommodations to responsible tourism initiatives that involve local communities and conserve the environment.
11. Cultural Sensitization: Educating tourists about local customs, traditions, and etiquette to ensure respectful interactions between tourists and the local community.

Kerala Tourism Physical Evidence Strategy

The “Physical Evidence” element in the Service Marketing Mix refers to the environment in which the service is delivered and any tangible components or resources that facilitate the service or enhance its perceived value. Physical evidence plays a crucial role in shaping tourists’ perceptions and experiences of Kerala Tourism. Here are several key points highlighting the “Physical Evidence” aspect of Kerala Tourism:

1. Tourist Information Centers: Well-maintained and easily accessible tourist information centers at critical locations, including airports, railway stations, and major tourist spots. These centers provide maps, brochures, and detailed information about attractions, accommodations, and services.
2. Branding and Signage: Consistent and clear signage across tourist destinations for easy navigation. The branding elements of Kerala Tourism, such as its logo and tagline “God’s Own Country,” are prominently displayed, contributing to a strong brand identity.
3. Website and Online Presence: The official Kerala Tourism website and its digital platforms serve as significant physical evidence, offering a user-friendly interface, rich content, and interactive features to assist tourists in planning their visit.
4. Quality of Infrastructure: The quality of infrastructure, including roads, public transport, airports, and cleanliness at tourist sites, reflects on the overall tourist experience and satisfaction.
5. Accommodation Facilities: The range and quality of accommodation options available, from luxury hotels and resorts to budget homestays and Ayurvedic wellness centers, all contribute to the physical evidence. Their ambiance, cleanliness, architecture, and services play a crucial role.
6. Cultural and Heritage Sites: Well-preserved cultural and heritage sites, including palaces, forts, temples, and traditional houses, offer tangible evidence of Kerala’s rich history and cultural depth.
7. Tourist Attractions: The condition and maintenance of tourist attractions, whether natural (beaches, backwaters, hills) or manufactured (museums, parks, cultural centers), are critical forms of physical evidence.
8. Souvenirs and Local Handicrafts: The availability of unique local handicrafts, spices, tea, and other products as souvenirs that tourists can take back home serves as tangible reminders of their trip.
9. Safety and Hygiene: Visible measures for safety, hygiene, and health care, especially in public spaces and accommodations, reassure tourists and enhance their experience.
10. Sustainable and Eco-friendly Practices: Physical evidence of sustainable and eco-friendly practices, such as eco-lodges, solar-powered facilities, and waste management systems, align with the global trend towards responsible tourism.
11. Feedback and Review Mechanisms: Physical feedback forms, guest books, and visible encouragement for online reviews allow tourists to share their experiences, serving as a tangible aspect of service quality assessment.
12. Interactive Experiences: Physical elements that enable interactive experiences, such as cultural workshops, cooking classes, and wildlife tours, significantly enhance the tourism offering.
13. Transportation: The quality, availability, and variety of transportation options (taxis, boats, buses) branded or endorsed by Kerala Tourism add to the physical evidence by facilitating easy and comfortable tourist movement.

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