Background
As per the research made by McKinsey Global Institute the three groups of consumers will generate half of global urban consumption growth from 2015 to 2030. This will reshape global consumer market in the coming years. The three demographic groups that will create half of all global urban consumption growth through 2030 are the retiring and elderly in developed economies, China s working-age population, and North America s working-age population. The retiring group will grow more than one third in number. It is reported that the group will increase to 222 million in 2030. This will generate 51 percent of the total urban consumption growth (Nimrod, 2008).
Retirement group in Australia has been gaining attention in the recent years. A wide range of population in the retirement group is taking interest in large number. It is due to worldwide increase in the retirees. The market is increasing at a rapid rate creating ample of opportunities for the local population. The report focuses on the relevancy of retirement tourism in present context. There has been a visible increase in tourism globally. The aged population has been ignored from a very long time. This requires special attention in order to succeed interest on a long run. The report focuses on attaining long term sustainable growth. It further suggests the significant characteristics of retirement tourism and the growth achievable. Retirement tourism has gained importance due to changing demographic conditions. The report put forwards the challenges faced by the retirees and organizes valuable procedures to accomplish attractive earnings (Hornerand Swarbrooke, 2016.)
Tourism Industry forms to be one of an important sector in Indian market. Tourism in India is important for the economic growth and development. The work travel and tourism council has calculated that the tourism sector has generated US$220 billion or 9.6% of the nation’s GDP in 2016. 8.89 million Tourists arrived in India in 2016 compared to 8.027 in 2015. As per the reports Tamil Nadu, Maharashtra and Uttar Pradesh forms to be the most popular state from the tourism point of view. Delhi, Mumbai, Chennai, Agra and Jaipur have been the five major cities of India by foreign tourists during the year 2015. The travel and tourism competitiveness report 2017 ranks Indi at 40th place out of 136 countries. The world tourism organization has reported that India was at 16th position in terms of receipt in the world an 7th amongst the Asian Pacific countries (Kaur and Johari, 2011). The ministry of tourism has developed effective policies for the promotion of tourism campaign. Rigorous efforts are been taken by the government to promote tourism in India. They have collaborated with various independent organizations to promote tourism on a long run. The ministry is currently running Incredible India campaign to support tourism activities. Tourism is creating ample of opportunities for the local artisan and workers. Majority of people in the Indian economy are dependent on tourism for their earnings (Tourism of India, 2017).
Tourism scenario in India
Tourism industry is one of the most capable industries that can change socio-cultural economic and environmental face of the world. It has a potential to change the outlook of people. Tourism helps in breaking the barriers between people of different countries. In a developing country like India it has one of the important sources for the economy. It is one of the important sources for expansion of the economy. It has an opportunity to attain greater potential by further expansion and diversification. Employment is considered as an important part of the macro-economic variable that explains both the Physiology and Anatomy of the economic development. The purpose is to achieve development and full employment for both the developed and developing economies (Butler, 2009). Employment provides with an opportunity to earn income, self-respect and provides an entitlement. Tourism in India has a strong relevance in terms of economic development. India is a vast country with great potential in terms of tourism opportunities. Tourism in India has a vast employment potential that requires exploitation. At present nearly about 20.44 million people are directly employed by the hospitality tourism. It is nearly about 5.6 percent of the total work force of the country. Tourism is a labor intensive industry that likely to offer more jobs to people in coming years (Ghimire, 2013). Medical tourism is one of the important feature in India,
The tourism industry in India is a strong provider of employment. It is observed that the tourism sector has a potential to create employment in coming years. The tourism industry is time after time contributing towards generation of employment opportunities. The Indian government is running various programs to initiate tourism with their incredible India campaign. Retirement tourism is seen as an important part of the tourism activities contributing vastly to the GDP (Hall and Page, 2012). There will be an increase in 65 years old people by 2020 (Middleton, Fyall, Morgan and Ranchhod, 2009). Under such a condition it is important to make effective changes in tourism industry. In coming years there will be amplify in the spending due to growth in the tourism sector. These changes will help in advancement for achieving desired results. The recent time has seen considerable changes in the domestic tourism. The tourism sector is important from the point of view of expansion. Thus this sector needs special attention in order to make advancement for achieving a long term sustainable growth. It is one of the important sources for expansion of the economy. It has an opportunity to attain greater potential by further expansion and diversification (Hannam and Diekmann, 2010).
Importance of Retirement Tourism for Economy
Retirement tourism needs to be given more attention from the point of future advancement. In the recent years there is an increase in the number of aged tourist. In such a condition it is recommended for a country to make efficient arrangement in order to manage the tourists. This is one of the effective platforms for the local population by creating opportunities for them (Shanker, 2008).
An increase in the number of elderly people will create a direct opportunities for Indian Tourism. There will be a significant change in the appearance of tourism in the coming years. There will be an increasing demand in term of elderly tourists. It is equally important for the organization to manage the balance in terms of quality and sophistication. Tourism need to be managed by keeping an environment centric approach. The current market behavior and demographic changes will allow significant changes. The behavior in the tourism industry is highly influenced by the socio-demographic framework. The overall purpose of tourism for the elderly age group is for leisure, travel and vacation. The overall purpose is to relax. The elderly tourism is subject to gain importance in coming years with the expanding scope on the international platform. The elderly generation generally goes for long holiday s trip than the younger generation. It is suggested to accept the changing pattern in the economy to attain results for long term sustainability. This sector is creating more opportunities for the local employees in term of employment generation. This section is been ignored in terms of tourism. In recent time there is an increase in the number of opportunities for the retirement tourism. It is important in terms of contribution made by the section (Agrawal, Choudhary and Tripathi, 2010). It is heavily important for the government organization to understand the growing opportunities in the sector. There has been a significant growth in the tourism sector in India. Most importantly as per the changing demography globally it is necessary to understand the relevancy of retirement tourism. The aged population has been ignored from a very long time. This requires special attention in order to succeed interest on a long run. The primary focus need to be attained through implementation of efficient features. The result can be attained through various factors like creating easy facilities for the elderly group. It is important to focus on this section so that the result can be attained through promotional strategies. In the coming year the government authority need to derive effective promotional strategies. These strategies will however help the business organization in initiating the tourism opportunities (Koldowski and Martin, 2008).
Synergies of Retirement Tourism with Existing Tourism
Indian tourism has positioned itself efficiently through Incredible India campaign. The campaign has shown positive results in the years. The Government of India is running the campaign efficiently by creating a unique . Indian tourism has developed itself as a brand by reinventing its position in the global market. There is a necessity to aggressively position itself on the global map against its South Asian counterpart. Branding has become one of the important brand strategies in order to attain competitive edge. The global tourism is changing at a fast rate. There is a necessity of realignment of products as per the needs of the customers. There need to be concentrated efforts in terms of physical social and cultural infrastructure. This will allow the brand to gain a significant growth in coming years (Phukan, Rahman and Devdutt, 2012).
India as a globally has attained qualitative leads by promising to the tourist. The Brand has made a promise to attain changes occurring on the global platform. The Incredible India campaign by the Government of India reflects the of Indian tourism. The branding process has helped Indian tourism to finally evolve as a creative exercise. There are certain locations in the Indian map known across the world. Taj Mahal is known across the world and hold importance from tourism point of view. The world location are known across world has gained importance in the current market scenario. This has however helped Indian Government to attract tourist across the globe (Manoj, 2009.
The is one of the important parts of the brand development. It involves an individual mental picture of as place and knowledge related to the place. Image regarding the country helps in evaluating the . This has highly helped the brand in making changes in the promotional campaign. These campaigns allow a brand to attain a significant image in the mind of the individual. The Incredible India campaign carried by the Government is able to motivate people to visit country. The conventional tag line used by the country Atithi Devo Bhava is considered to be derived from the scriptures. This has however helped in gaining a significant in the recent time (Kumra, 2008).
These are the essential parameter for attaining significant growth in the tourism sector. In order to understand the overall growth in the tourism sector different factors need to be analyzed for making future investments. These are the cost related factors that are important to be recognized while promoting a brand. The minimum market requirement structure is important to be analyzed in order to attain maximum results (Tsiotsou and Goldsmith, 2012).
Country Brand Image
Cost is one of the important factors that are given preference for the purpose of carrying out the investment in term of tourism. It is a necessary exercise that is important to be carried. From the point of expenditure India is economic. It is convenient for the foreign travelers to stay or for booking the tickets. The pricing is highly dependent upon the various factors like season, operational cost, demand and the competition with the South-Asian countries (Prabaharan, Arulraj and Rajagopal, 2008).
Indian government is more careful regarding the safety and security programs. These are the most important programs that have helped the local and international tourist to have a safe stay. The foreign tourists are given special privilege throughout their stay. This has become important for the retirees as their personal safety will be given priority. The conventional tag line used by the country Atithi Devo Bhava is focused on taking care of the tourist so that they can have a safe stay(Selvanathan, Selvanathan and Viswanathan 2012; Middleton, V.T., Fyall, Morgan and Ranchhod,2009).
The infrastructure in India is contributing for gaining a cutting edge over the other countries. This has become evident that the country has gained importance in the recent time. The infrastructure is developed in order to promote the interest of the international tourists. There is a proper connectivity through air and road. This has allowed in easy commutation and stay.
There are many attractive locations in the country that are important from the point of view of tourism. As per the reports Tamil Nadu, Maharashtra and Uttar Pradesh forms to be the most popular state from the tourism point of view. Delhi, Mumbai, Chennai, Agra and Jaipur have been the five major cities of India by foreign tourists during the year 2015. The country is running a popular campaign to attract tourists across globe (Cochrane, 2007).
There is an easy convenience to India through airways. There are majority of airlines that are providing first class facilities to the tourists. This is only possible if the country has an efficient infrastructure. The purpose is to gain proper accessibility to the country. The proper connectivity and help desks available in every state have enabled a smooth stay. It is important from the point of view of tourism that there should be a proper connectivity to draw profits (Shinde, 2008).
There are different sites in India that are known for the purpose of social work. The government of India is providing an opportunity to provide social services to the communities. In such an atmosphere it is evident that the social work opportunities will be provided by the various local authorities. This has helped in assuring social work facilities to the tourist coming from abroad (Goeldner and Ritchie, 2007).
Minimum Market Requirement (MMR) and Keller Brand Pyramid
The country has abundant natural flora and fauna. This has helped in attracting people across the globe. There is national park and sanctuaries that are of great importance. The great Bengal tiger is been attracting people across the globe. There is Natural Park in Jammu Kashmir that are of great importance from the tourism point of view.
Cost competiveness is important for making comparison. It is important for making estimation from the point of view of cost competitiveness. It is highly important to analyze market efficient so as to understand by making a comparison. The promotional scheme by Government of India is attracting tourists on large scale. India is one of an easily accessible country through an efficient connectivity. This has added efficiently on managing the cost efficiency. For the purpose of effective understanding one need to undertake a proper evaluation to make decision related to it (Goeldner and Ritchie, 2007).
The core product is related to the cultural tourism. India is known for its cultural and social background. The country ha still reserved the culture. The core benefit related to the tourism is to serve the emerging opportunities in the market
The basic product provide by the country is related to the cultural tourism. There are places in India that hold importance in term of cultural preservation.
The retirement tourism need to be given importance in order to gain long term benefit, there are certain sectors in the field of tourism that are untouched. For making them more prevalent it is necessary that the country need to develop effective products.
It is important from the point of security and infrastructure. It is expected that the Government need to make expenditure in terms of infrastructure. The development will ensure effective growth in coming years. There are lot many opportunities in India in terms of tourism. This will ensure effective growth.
The rural tourism in India needs to be given importance in order to attract more people across the globe. India has a diversified culture. This will allow the brand to attain significant result. The overall purpose is to attain significant growth by developing the products.
Resonance- online promotion and efficient campaign like incredible India has attracted people across country
Judgment-Indian are welcoming and known for their friendly attitude
Cost Competitiveness
Feeling cultural tourism is focused through the campaigns
Performance efficient market position when compared to the other developing countries
Imagery – more convenient consider by most of the foreign travelers as a rural economy
Salience affordable and popular for the cultural diversity
The Victorian state is considered for evaluating the market opportunities available to the brand. It is necessary from the point of view of efficient competitive atmosphere where it is important to focus on generating market capacity by focusing on the growing aged group in the Australian market. Australia forms to be one of the most important parts from the point of view of tourism. It is evident that the appropriate market segment needs to be focused so as to gain efficacy. In the recent times there is an increase n the number of aged people. In such an atmosphere it is evident that the country needs to focus on employing efforts by creating capacities.
It is however important to find the potential market segment so as to gain desired goals. For the purpose of earning efficiency it is necessary that it need to focus on Victoria. There is a large section in the state who is interested in travelling abroad.
The position in the market can be improved by making an investment in the development and marketing. The promotional schemes need to be giving importance for the purpose of gaining advantage. It is necessary that the primary focus need to be given to restructure the market position. It can be attained through dividing the effective market growth through effective marketing strategies. The incredible India program needs to be made more attractive in order to attract people.
The three brands that need to be chosen from the point of view of tourism are cultural, adventurous and recreational tourism. A large section of the society is coming to India due to attractive services related to tourism. These services provide by the local body has allowed in attaining significant result. The cultural tourism in India need to b given privilege on the International platform. This will allow the brand to undertake sustainable advantages. There are growing opportunities in terms of medical and religious tourism in the country (Bandyopadhyay, R., Morais, D.B. and Chick, 2008). Medical tourism is important from the point of view of tourism in the country (Indian health care tourism, 2017).
Marketing: Marketing the Retirement Tourism Destination
References
Agrawal, M., Choudhary, H. and Tripathi, G., 2010. Enhancing Buddhist tourism in India: an exploratory study. Worldwide Hospitality and Tourism Themes, 2(5), pp.477-493.
Bandyopadhyay, R., Morais, D.B. and Chick, G., 2008. Religion and identity in India s heritage tourism. Annals of Tourism Research, 35(3), pp.790-808.
Butler, R., 2009. Tourism in the future: Cycles, waves or wheels?. Futures, 41(6), pp.346-352.
Cochrane, J. ed., 2007. Asian tourism: Growth and change. Routledge.
Ghimire, K.B., 2013. The native tourist: Mass tourism within developing countries. Routledge.
Goeldner, C.R. and Ritchie, J.B., 2007. Tourism principles, practices, philosophies. John Wiley Sons.
Hall, C.M. and Page, S., 2012. Tourism in south and southeast Asia. Routledge.
Hannam, K. and Diekmann, A., 2010. Tourism and India: A critical introduction. Routledge.
Horner, S. and Swarbrooke, J., 2016. Consumer behaviour in tourism. Routledge.
Kaur, G.J. and Johari, G.K., 2011. Tourism in India. Journal of Tourism, Hospitality Culinary Arts.
Koldowski, J. and Martin, O., 2008. Emerging market segments: Religious and medical tourism in India. In Trends and Issues in Global Tourism 2008 (pp. 121-129). Springer Berlin Heidelberg.
Kumra, R., 2008, May. Service quality in rural tourism: A prescriptive approach. In Conference on Tourism in India Challenges Ahead (Vol. 15, p. 17).
Manoj, P.K., 2009. Environment-Friendly Tourism for Sustainable Economic Development in India: An Analysis. International Journal of Commerce and Business Management, 2(2), pp.139-147.
Middleton, V.T., Fyall, A., Morgan, M. and Ranchhod, A., 2009. Marketing in travel and tourism. Routledge.
Middleton, V.T., Fyall, A., Morgan, M. and Ranchhod, A., 2009. Marketing in travel and tourism. Routledge.
Mowforth, M. and Munt, I., 2015. Tourism and sustainability: Development, globalisation and new tourism in the third world. Routledge.
Nimrod, G., 2008. Retirement and tourism themes in retirees narratives. Annals of tourism research, 35(4), pp.859-878.
Phukan, H., Rahman, Z. and Devdutt, P., 2012. Emergence of Spiritual Tourism in India. International Journal of Marketing and Technology, 2(4), p.300.
Prabaharan, B., Arulraj, A. and Rajagopal, V., 2008, May. Service quality on tourism: Application of structural equation modeling. In Conference on Tourism in India Challenges Ahead (Vol. 15, p. 17).
Selvanathan, S., Selvanathan, E.A. and Viswanathan, B., 2012. Causality between foreign direct investment and tourism: empirical evidence from India. Tourism Analysis, 17(1), pp.91-98.
Shanker, D., 2008, May. ICT and Tourism: challenges and opportunities. In Conference on Tourism in India Challenges Ahead (Vol. 15, p. 17).
Shinde, K., 2008. Religious tourism: exploring a new form of sacred journey in North India. Asian tourism: growth and change, pp.245-257.
Tourism of India, 2017. Online. Available at: https://www.tourism-of-india.com/ Accessed on: 9 May 2017
Tsiotsou, R.H. and Goldsmith, R.E., 2012. Strategic marketing in tourism services. Emerald Group Publishing.
Indian health care tourism, 2017. Online. Available at: https://www.indiahealthcaretourism.com/ Accessed on: 12 May 2017
Order an Essay Now & Get These Features For Free:
Turnitin Report
Formatting
Title Page
Citation
Outline
