To Analyse the Role of Advertisement in the Development of Chhattisgarh Tourism

Dr. R. Shridhar¹, Radhika Shrivastava²

¹Professor, Management Department, Kalinga University, Raipur, Chhattisgarh

²Research Scholar, Kalinga University, Raipur, Chhattisgarh

*Corresponding Author E-mail:  radhikashriv@gmail.com

ABSTRACT:

Destination branding is a relatively new concept but has now become one of the most powerful tools in tourism marketing strategy. Chhattisgarh tourism has emerged as the most acclaimed tourist destination of the country in the recent years. The study titled “To Analyse the Role of Advertisement in the Development of Chhattisgarh Tourism” examines the effectiveness of tourism brand promotion measures and strategies used by the state.

The study adopted a quantitative approach and the type of research is considered as descriptive research. Stratified random sampling was resorted to as the sampling procedure. The source of information consists of tourists, tour operators and accommodation providers. The sample size was determined as 100.

The results of this study concluded that Chhattisgarh tourism advertisement and promotion measures are effective in positioning Chhattisgarh as a powerful tourism destination brand. It is also been analyzed that how advertisement and promotion activities will help in development of Chhattisgarh Tourism. This has been justified by the results of tourism brand image, tourism brand loyalty, tourism brand awareness and various tourism products’ attributes. Tourists viewed Chhattisgarh as a destination with nature - gifted attractions. Besides serene beauty, attractive weather conditions, the culture and the traditions and cost effectiveness have contributed to tourism expansion in Chhattisgarh. Tour operators and accommodation providers are playing a key role in the overall promotion and advertisement of tourism, especially in the destination brand building of Chhattisgarh Tourism.

KEYWORDS: Tourism Management, Advertisement Management, Tourism Marketing, Advertising Strategy.

INTRODUCTION:

Tourism is a field of human activity known to mankind from time immemorial. Tourism has emerged as one of world's largest industries and a fastest growing sector of the world economy; tourism receipts account for a little over 8% of world export of goods and more than 34% of world export of services. In India, however, the sector has failed to receive due importance on the country’s development agenda. It cuts across barriers of caste, color, and creed and builds universal brotherhood. Compared to other countries in the region India's performance in the sector has been rather poor. Major causes cited for the low performance are lack of professionalism, unhygienic conditions, poor infrastructure, lack of easily accessible information, lack of safety, poor visitor experience, restrictive air transport policy, inadequate facilitation services, multiplicity of taxes and the low priority accorded to tourism. The beauty of nature lies in its variety which indeed is endless. So is the timeless desire in the human beings to appreciate the nature from the bottom of their heart. This is why since ancient times explorers, discoverers and travelers undertook adventurous journeys in spite of all difficulties they came across. “The underlying idea of visiting new places to appreciate their beauty, in course of time, has given birth to a modern industry called tourism”.

The world's oldest industry is also one of the largest and fastest growing industries today. In general terms travel is referred to any movement of one or more people from one point to another. There is not much difference between tourism and travel; in general both terms are used as synonyms (Nanthakumar et al, 2008). Many people believe that tourism is a service industry that takes care of visitors when they are away from home. Some restrict the definition of tourism by number of miles away from home, overnight stays in paid accommodations, or travel for the purpose of pleasure or leisure. Others think that travel and tourism should not even be referred to as an industry. Travel was the most accepted term until 1987 and that since that time tourism is the accepted term used to “singularly describe the activity of people taking trips away from home and the industry which has developed in response to this activity”. Tourism in its modern form is not the same as travels of the early periods of human history. In the language of Jews, the word ‘Torah’ means study or search and ‘tour’seems to have been derived from it. In ‘Latin’ the original word ‘Tornos’ stands close to it. ‘Tornos’ was a kind of round wheel-like tool hinting at the idea of a travel circuit or a package tour. In Sanskrit, ‘Paryatan’ means leaving one’s residence to travel for the sake of rest and for seeking knowledge. ‘Deshatan’ is another word which means travelling for economic benefits. ‘Tirthatan’ is the third equivalent which means travelling for religious purposes. All the three words convey the meaning and concept of tourism much more appropriately.

LITERATURE REVIEW:

This section of the chapter examines the empirical studies that have been conducted in the field of the present study. The empirical literature relating to the variables under study has been organized in terms of chronological order.

Sudheer, S.V.18 (1991) examined the prospects and problems of tourism in Chhattisgarh. The objective of this study were – to assess the potential of natural resources in Chhattisgarh, to ascertain the facilities available to tourists visiting Chhattisgarh, to assess the economic benefits obtained by the business community in the tourist centres. The data required for the study was collected from field survey using questionnaires and interview schedules. About 600 foreign tourists and 300 domestic tourists were selected on a random basis. Data was also collected from staff of Department of Tourism, Government of Chhattisgarh. The study identified the factors that attracted tourists to Chhattisgarh. These are ranked in order as (1) natural beauty (2) wild life (3) favourable climate (4) historic value and culture. It is viewed that tourism is affected by the seasonality problem of the industry. He suggested that the duration of the season must be extended by attracting more tourists. He noted that most of the states in Chhattisgarh are not attracting tourists owing to exploitation and under exploitation. He commended that the imbalance caused can be minimized by concentrating more on the development of potential areas in those districts. In order to promote tourism more hotels and restaurants which are clean, moderately expensive and best in service may be provided in the close vicinity of the centers.

Selam M. 19 (1993) studied the prospects of generating sizeable foreign exchange earnings through tourism. He opined that the economic significance of tourism lies in its ability to generate foreign exchange to meet the burgeoning import needs of the country. Foreign tourism and domestic tourism together contribute to our GDP considerably. He disclosed that tourism is 65 percent more employment incentive than other industries. He also puts emphasis on the social significance of tourism. Tourism provides certain beneficial social outcomes both to the host country and also on the global level. These are: projecting the image of the host country in other nations, preservation of cultural heritage, promotion of national integration, improvement in standard of living, development of people’s knowledge, international understanding, exchange of cultural values, protection of flora and fauna, promotion of sports and adventurous activities with the youth and so on.

Frangialli, Francisco 20(1994) reported that for achieving a rapid and steady growth in tourism, it has to prove its capacity and ability:

· To benefit from socio-demographic factors favorable to international tourism.

· To incorporate technological changes that foster development.

· To take advantage of current trends in consumer behavior

· To opt for a strategy of sustainable development and to develop and to improve human resources.

Ameen A.M. Al-Momani, 21(1995) commented that tourism industry is a highly complex aggregation of many groups of firms providing different products or services to the tourists. At the core of the industry are accommodation, transportation, food and beverages, travel and financial services plus attractions and traveller -oriented related products. Many others such as car rentals, taxis, service stations, tele communications, retail stores and industry suppliers compliment these products and services.

In summary, the studies relating to Tourism reveals the need for professionalism in tourism management. Researchers agree that serene beauty is the most positive factor and destruction of environment is the major threat to tourism. One interesting observation is that no investigators consider Chhattisgarh Tourism as an established brand in the global market. Several studies relating to the brand images and destination branding have brought to light the significance of brand image in branding of destinations, it’s influence on travel behaviour and product choice decisions.

MARKETING TOURISM DESTINATION:

Definitions:

Marketing is a process through which individuals and groups provide, exchange and obtain products – ideas, goods and services – capable of satisfying customers’ needs and desires at a desirable price and place. Marketing requires a strategy.

Destination Marketing:

Destination marketing refers to a management process through which the national tourist organizations and/or tourist enterprises identify their selected tourists, actual and potential, communicate with them to ascertain and influence their wishes, needs, motivations, and likes and dislikes, on local/rural, regional, national and international levels, and to formulate and adapt their tourist products accordingly with a view to achieving optimal tourist satisfaction, thereby fulfilling their objectives.

Tourism Marketing:

A tourism marketing plan represents a strategy and is a combination of techniques, tools and resources designed to achieve commercial and social objectives.

The marketing mix:

Marketing mix consists of product, price, place, promotion and people (five Ps):

1. Product:

Tourism product is the set of assets and services that are organized around one or more attractions in order to meet the needs of visitors. Key ingredients of a tourism product consist of: (a)An attraction, (b) Facilities and services, (c) Accessibility

2. Place:

In relation to the marketing mix, place refers to how an organization will distribute the product or service to the end user or consumer. The product must be distributed at the right place at the right time. Efficient and effective distribution is important if the organization is to meet its overall marketing objectives.

3. Price:

The price is the value that the consumer and provider establish to enable an exchange. For consumers, the price they are willing to pay equals the expected satisfactory experience. Pricing is based on three generic determinants:

· The business’s internal costs (to which expected benefits are added);

· The satisfaction expected by the consumer and the maximum price he/she is willing to pay;

· Competition among providers (which is ultimately determined by the previous two).

4. Promotion:

Promotion is the process (set of means and actions) designed to inform potential visitors about the tourism product offered, sharing with them its most attractive and innovative attributes. As such it is usually integrated with distribution and implies communication activities, including advertising.

5. People:

The last P, people play a vital role in effective marketing. In fact, they represent the actual service one is marketing and are also a critical factor in service business. Most tourists can think of a situation where the personal service offered by individuals has made or tainted a tour, vacation or restaurant meal.

EFFECTIVE MARKETING:

In order to improve tourist perception and project the state as a unique and desirable State to visit, the Government would implement a marketing strategy in collaboration with industry stakeholders and local populace. The government will:

· Identify and promote anchor projects to precipitate the emergency of local attractions.

· Develop a tourism portal, touch screen information Kiosks, multimedia CD-ROMs for dissemination or tourism related information.

· Carry out market research at regular intervals to monitor tourist trends, conduct satisfaction surveys and adopt marketing strategies accordingly.

· Implementation tourist friendly initiatives like metered taxis, introduction of computer based information and reservation systems, setting-up a chain of exclusive shops for sale of souvenirs, distribution of brochures, leaflets and other local items at all important tourist places.

· Organize fairs for promoting local cuisine, air and craft, folk songs and dances and participating in national/international fairs, trade shows.

· Form joint tie-ups with the tourism development boards/corporations of various Indian States and International Bodies for reciprocal sales and marketing of each other’s travel & tourism products.

· Institute monetary and non-monetary awards to promote excellence in tourism.

ADVERTISING MANAGEMENT IN TOURISM:

Meaning of Advertising:

Definition:

It is a paid and non-personal form of presentation and promotion of ideas, goods or services by an identified sponsor. There is also an identified Media and message behind every advertisement. The advertiser tries to spread his message and ideas to the prospective customers and diffuse information into them. By this method, he tries to popularize the products/services which is the basic aim of the activity.

Nature of Advertising:

(i) Element of marketing Mix. It is also an important element of marketing Mix which includes the 4 Ps—Price, Product, Promotion and Physical distribution. A proper Promotion Mix is necessary for the advertisement to be effective.

(ii) Promotion Mix: The elements of promotion mix include Advertising, Sales, Promotion, Personal Selling and Publicity.

Scope of Advertising:

The scope of advertising is described on the basis of activities included under advertising and their forms and systems, objectives and functions. These include the

Message—which has been discussed earlier.

Media—has also been discussed in detail.

Merchandise—It is the buying and selling of the product-advertisement covers the attributes of the product to be sold.

Types of Advertising:

1. Ethical advertising:

Advertising must follow certain moral principle, certain rules and should not degrade or adversely comment on the other products and brands. It should highlight the positive points of its own products and be of good standard. Advertising should:

(i)    Be truthful, should reveal the truth and significant facts.

(ii) Substantiate should substantiate with proofs e.g., Kapil Dev “Boost is the secret of my energy”.

(iii) Be non-comparative.

(iv) Give real and true guarantees

(v)   Avoid false claims

(vi)  Adhere to taste and decency. Should keep away from offensive and untrue publicity

2. Informative Advertising:

This gives information about the products, their features, their style, their value, price and availability. It educates the customer of its nutritional values e.g., Yogurt has low cholesterol, Soffola refined oil has less fat and more nutritional value.

3. Persuasive Advertising:

It is done to persuade the customer to buy the advertiser’s products. In this there are many ways of persuading the consumer. If a person has outside work and is mainly engaged in outside activities, he is persuaded to buy a cell phone (Mobile) so that he is well informed even when he is out of the office. Earning members of the family are persuaded to buy insurance policies, not only for themselves, but also for the safety of their family members.

4. Reminder Advertising:

This is done with mature products like Coca-Cola and mature products of Hindustan Lever Ltd etc. This is done at the maturity stage of the PLC (Product life cycle). This is done with great frequency. Many advertisement are released in a short period of time so that the consumer is reminded of the product and its benefits constantly and at short intervals of time.

ADVERTISING AND OTHER PROMOTIONAL TOOLS:

Along with Advertising the other promotion tools are (i) Personal selling (ii) Sales promotion and publicity. Advertising has already been defined as a paid and non-personal form of presentation and promotion of ideas, goods or services by an identified sponsored

Personal Selling:

It is an oral presentation in a conversation with one or more prospective purchasers of the purpose of making sales.

Sales Promotion:

Definition:

It is an immediate inducement that adds extra value to the product so that it prompts the dealers and the consumers to buy the product. e.g., “Buy Three take one free” and so on. It supplements both advertising and personal selling. Various tools of sales promotion include catalogues, point of purchase displays (P.O.P), demonstration, trade fairs, coupons, premiums, free offers, price offs, installment offers etc.

(iv) Sales promotion is often misused. Materials or gifts do not go to the proper customers

(Key chains, purses, watches, pens) do not reach the real user.

Publicity:

Is a non-paid form of promotion. Unlike advertising which involves payment to the media publicity refers to non-personal communication regarding an organisation, an individual, product, service or an idea not directly paid or under identified sponsorship. It usually comes in the form of news, story, editorial or announcement about an organisation product or service. Publicity may include photographs and videotapes. Publicity may be positive or negative.

Public Relations:

It is a management function which helps the public to understand the policies and procedures of an organisation with the public interest. It builds a positive images in favour of the individual organisation. Public relation is positive in nature whereas publicity can also be negative. Both publicity and public relations communicate and are a part of the promotion mix.

ROLE OF ADVERTISING:

Most firms, both large and small, use advertising in some form or the other. Advertisement seldom produces direct sales. It is backed by other promotion mix elements like personal selling and sales promotion. Advertising produces a psychological effect and it can change the mental disposition of the audience, so that they purchase the advertised product. Advertising is basically a form of communication and the basic responsibility of advertising is to deliver the information to the target audience.

The Role of advertisement can be understood as follows:

· It stimulates demand. This stimulation is because of the availability of the product, discounts offered if any and the expectation of the fulfillment of latent and aroused needs.

· It supports other promotion mix elements. It does pre-selling and helps the sales promotion and personal selling activities.

· It counters competitive moves. By combining with other promotion elements it acts as a competitive weapon. It differentiates the company’s offer from other products and builds a brand personality and image of its own.

· It develops brand preference. When the products deliver the desired quality, service and value it creates a satisfied customer. With consistent advertising, the brand preference gets reinforced. The satisfied customers spread a favorable word of mouth and are an asset to the company.

· It cuts cost—by increasing sales, more units are produced and the cost of production comes down (economies of scale). Even the selling costs are decreased because there are a less number of wasted calls by the salesman. With lower prices offered by the company there is more penetration markets and more demand for the product.

· It builds brand images—Images are built in the minds of the consumer. There are positive images and are for different segments. A brand is a promise of a certain level of consistency, quality, service and other benefits like warranty etc. Manufacturers are proud of their brands and want to have greater brand equity for them.

· Innovation—It encourages innovation and new product development and reduces the risk of the product becoming obsolete. With more innovation there is more sales which offsets the cost of innovation. Innovation leads to more sales and the business expands. More employment is generated and the people become more prosperous and their standards of living improve.

· It communicates and imparts information to the consumers so that they are well informed and can make a good choice. Advertisement is a very fast and effective method of information and communication. It can reach a great number of audiences in short time.

· It is an instrument of persuasion.

· It has an informative role.

· It provides knowledge about product specification, about product features and product quality and the functions that a product can perform.

· It is an important marketing tool.

· It informs about the price of a product.

· It gives information about the alternatives available to the purchaser.

· It gives information about the new offers and the discounts available to the purchaser.

· It helps in achieving the sales objectives and the communication objectives.

STRATEGIES OF ADVERTISING:

Defining Strategy:

Strategy is defined as a plan or method of accomplishing advertising objectives. Several strategies are formulated under advertising planning to achieve the desired objectives. The formulation of an advertising strategy includes:

· Setting of objectives.

· Segmentation strategies.

· Position strategies.

· Appropriation strategies.

Strategies of Advertising:

The ultimate objectives of advertising commercially is that it should make economic contribution i.e., to enhance sales.

Objectives:

Advertising strategy can be made up of multiple objectives i.e., financial contribution and taking the customer through various stages of awareness already discussed earlier. The results achieved by the advertisement are also a powerful indicator of the success/failure of the strategy. Advertising strategy is made up of:

· Corporate/Business goals.

· Marketing objectives.

· Advertising objectives.

· Advertising planning.

· Formulation of advertising programme.

· Proper launch of the campaign through a suitable media.

Advertising Strategy Alternatives:

Strategy and Plans are a part of each other. There are 5 broad strategy alternatives for influencing the attitude of customers.

· Advertising should affect those forces which are evaluated by the consumers in a car economy, style, low maintenance space etc.

· Advertising should highlight the characteristic which are considered important for that product class e.g., camera-aperture, filter, clarity etc.

· Increase or decrease the rating for salient product class characteristics.

· Change the perception of the company’s brand with regard to same product characteristics

· Change the perception of competitive brand with regard to some particular salient product characteristics.

In the Marketing framework advertising, strategy can be based on the following:

· Product history and its life-cycle stage.

· Company’s history and its strengths and weaknesses.

· Positioning of the product.

· Existing and expected competition.

· Support needed by sales force and distribution channel.

· Budget available.

· Availability of media vs. target audience.

OBJECTIVES OF THE STUDY:

· To analyse role of advertisement in tourism.

· To locate the tourist places in different regions of Chhattisgarh.

· To discuss various types and related purposes of tourism.

RESEARCH METHODOLOGY:

NEED AND SIGNIFICANCE OF THE STUDY:

The researcher recognized the following special background factors that make the study more relevant and significant. The rapid growth of tourism in the twentieth century has produced problems as well as opportunities for both developed and developing countries. With regard to societal background, it is noticed that tourism acts as a potential catalyst in employment generation, wealth creation, and development of remote and rural areas, environment preservation and social integration.

RESEARCH METHODOLOGY:

Research methodology provides a detailed description of the various steps and procedures taken by the researcher in studying the research problem.

Research Approach:

The research reported here embodied a quantitative approach. Even though the study mainly focuses on the assessment of attitudes, opinions and behaviour of the tourists, the approach is considered as quantitative. The data is obtained in quantitative form, which can be subjected to quantitative analysis.

Research Type:

The type of research is designated as Descriptive research.

Research Method:

The research method used to collect data was sample survey method. The researcher considered sample survey method as the most appropriate method keeping in view the nature of the research problem, time and resources available along with the desired degree of accuracy.

Samples For The Study:

Sample Size:

100 tourists

Sampling Area:

The study area covers the most vibrant, educated society, highly populated, and industrial Districts/Cities of Chhattisgarh State and they are - Raipur, Bhilai-Durg, Bilaspur-Korba, Ambikapur, Jagdalpur and Raigarh.

Data Collection:

Primary Data:

The primary data are those, which are collected afresh and for the first time and thus happen to be original in character. The primary data were collected through well-designed and Structured Questionnaires & Personal Interview based on the objectives.

Secondary Data:

The secondary data is information which is collected from the concerned documents of various department, reports, papers and web-sites.

Statistical Tools:

The data collected is analyzed through Percentage method, Bar diagrams and Pie diagrams.

Structured questionnaire was the instrument used for collecting data.

Data processing and Analysis:

The collected data was edited, coded and then entered into a master chart by the researcher using the M S Excel programme. The data was presented in a tabular form and was analyzed with reference to the objectives of the study.

FINDINGS OF THE STUDY:

The findings of the study are summarized below-

1. The number of male tourists visiting Chhattisgarh is far more than the female tourists. People below the age of 30 years are showing more interest in travelling to Chhattisgarh. Majority of the tourists visiting Chhattisgarh belong to small families. Occupation wise analysis reveals that 60 percent of the tourists are professionals whereas only one percent is from the agricultural sector. People with an annual income of Rs.3,50,000/- and above travel more as compared to tourists in lower income brackets.

2. There is statistically significant association between category of tourists and purpose of visit. Sixty three percent of the tourists select Chhattisgarh mainly for sightseeing. Travel for business constitutes the next important purpose of visit by tourists.

3. Cultural study is the most preferred holiday activity followed by shopping, trekking, boating and sightseeing. Wild Life Sanctuary is the most preferred tourism product.

4. Tourists prefer to stay shorter periods in Chhattisgarh. Fifty six percent of the tourists spent shorter holiday periods of less than one week Chhattisgarh. The age group of tourists and their duration of stay in Chhattisgarh are significantly associated. Tourists below 40 years choose the destination for shorter vacations whereas others opt for longer holidays.

5. Forty seven percent of the tourists prefer to stay in four star and three star hotels. Only 3 percent of the total tourists use other non star categories of hotels.

6. Air travel is the most preferred mode of transport for tourists. 42 percent of the tourists opt for air travel.

7. The intermediaries such as tour operators and travel agents are playing relatively equal role in booking trips to Chhattisgarh. Internet is the next used medium for travel booking. Thirty five percent and 33 percent of the respondents depend on tour operators and travel agents for their bookings. Electronic booking is done by 22 percent of the respondents.

8. Raipur is the most visited destination followed by Bastar, Chitrakoot, Bhauramdeo, Sirpur, and Rajim.

9. Tourists have different perceptions with regard to brand attribute of Chhattisgarh tourism. Sixty two percent of the tourists considered serene beauty as the key attribute embodied in the destination image. Medical care and easy conveyance are the least noticed brand attributes by tourists. The state enjoys a favorable brand image with regard to safety of the destination and behavior of host people.

10. Tourists have high awareness level regarding tourism slogan and super brand status. Eighty six percent of the tourists are familiar with the Chhattisgarh tourism slogan and 71 percent are aware of the super brand status of Chhattisgarh tourism.

11. Twenty seven percent of the tourists derived information about the destination out of their own personal interests and initiative. Friends and relatives with previous experience in Chhattisgarh is another inspiring factor in travel decisions of many tourists. Electronic media other than internet is found as the least exploited source for generating information about the travel destination, Chhattisgarh. There is no association between male and female tourists with regard to the source of information about Chhattisgarh.

12. Tourists and tour operators consider wildlife as the most potential tourism product in Chhattisgarh. Accommodation providers highlight both scenic beauty and culture as the potential tourism products.

13. Among the various promotional tools highest priority was given to brochures and a fairly high priority was accorded to website information. Eighty percent and 77 percent of the tour operators use brochures and web site respectively. The least priority among the promotion strategies was given to the promotion through agents in other countries, and direct contact through foreign agencies.

14. Eighty nine percent of the accommodation providers and 81 percent of the tour operators opined that there is proper coordination between Department of Tourism and private sector in Chhattisgarh But majority of them are not getting any incentives and adequate promotional materials from the government.

CONCLUSION:

Chhattisgarh is lands of surprises and singular nuances that reaches out and grab your attention even before you figure out where it is on the map! First time visitors had for the obvious attractions of the beautiful Chitrakot and Tirathgarh falls, and the allure of tribal life. The Chhattisgarh tribal and their lives have a richness and beauty hard to come by in modern cities and urban life style. There are even complexities that make this state more interesting. Chhattisgarh is multi layered but essential on the global traveler’s itinerary platter. On the basis of the above findings of the study on ‘Chhattisgarh tourism brand promotion and in development of tourism’ following important conclusions are made.

1. The results of this study on Chhattisgarh tourism development leads to the conclusion that Chhattisgarh tourism promotion measures are effective in positioning Chhattisgarh as a powerful tourism destination brand. This has been justified very well by the results of tourism brand image, tourism brand loyalty, tourism brand awareness and various tourism product attributes.

2. The brand promotion measures adopted by government and private entrepreneurs helped to transform the state into a powerful tourism destination brand. Tourists viewed Chhattisgarh as a destination with nature based attractions. This image may be developed due to the positioning of the state as a destination blessed by nature Chhattisgarh is considered as a safe destination with well behaved hosts. The destination brand has the potential to evoke an emotional attachment among tourists. The positive brand image and brand loyalty towards Chhattisgarh tourism is influential in bringing more tourists to the destination.

3. Tour operators and accommodation providers are playing a key role in the overall promotion of tourism especially in the destination brand building of Chhattisgarh Tourism. They focus on market high spending tourists in order to transform the state into a sustainable tourism industry. Department of Tourism has succeeded to attain confidence of these private sectors. Government should continue to promote them by way of supplying promotional materials, incentives, subsidies and creating a friendly environment for their smooth functioning in the state.

4. Chhattisgarh tourism is not free from weaknesses. Anti social activities, unhygienic conditions and lack of tourist’s information centers are the critical limiting factors which may hinder the growth of Chhattisgarh tourism. Efforts should be made to improve the infrastructure facilities which are essential for brand maintenance and quality experience for the visitors to Chhattisgarh.

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Received on 04.01.2018          Modified on 04.02.2018

Accepted on 04.03.2018           ©A&V Publications All right reserved

Asian Journal of Management. 2018; 9(1):709-716.

DOI: 10.5958/2321-5763.2018.00110.5