Statistics Book 2007.pdf - Kerala Tourism

11.1.42 Domestic and Foreign Tourists from the Business Generating Markets:
The tourist located in the Generating Markets or visiting the Generating Markets is of importance to
understand motivational and behavioral pattern towards planning a holiday in Kerala. To fulfill this
objective, we interviewed 400 domestic and foreign tourists in Delhi; 500 each in Chennai, Bangalore,
Hyderabad, Mumbai and 200 in Goa and 300 in Ahmedabad Table 11.1.66.
Table 11.1.66
SAMPLE SIZE OF THE TOURISTS INTERVIEWED
Generating Indian Foreign Total
Markets Nos. % Nos. %
Ahmedabad 234 78 66 22 300
Bangalore 389 78 111 22 500
Chennai 406 81 94 19 500
Delhi 297 74 103 26 400
Goa 152 76 48 24 200
Hyderabad 400 80 100 20 500
Mumbai 390 78 110 22 500
Total 2268 78 632 22 2900
Attempt was made to reach out to all nationalities and age groups of foreign tourists visiting the Generating
Markets, and also to the women tourists from both domestic and foreign strata. We find that:
• The awareness about Kerala as a Tourism Destination is much higher (over 80%) amongst the
foreign tourists who have not included Kerala in their original travel plans, compared to the
domestic tourists. This trend is consistent across all centers of Delhi, Chennai, Bangalore,
Hyderabad, Mumbai, Ahmedabad and Goa.
• That the high degree of awareness about Kerala as a destination is not getting translated into
actual bookings for Kerala.
• In Mumbai, Goa, Ahmedabad, and Delhi large chunk of the tourists do not prefer Kerala as a
destination, and would not like to visit Kerala even in the future. Majority of the domestic
tourists interviewed in these Markets have also not visited Kerala in the past, and are unlikely to
prefer in future.
• Reasons cited by the domestic tourists for not preferring Kerala as a destination are poor
connectivity and not having easy access, high cost of travel to Kerala compared to other
destinations. Therefore not only the destination needs to be popularized amongst the domestic
tourists, but the cost aspects need to be kept in mind for the budget traveller; and connectivity
of Kerala with other markets particularly by train and air needs to be improved significantly.
• The domestic tourist prefers international destinations as compared to Kerala. This position
emerges even in the traditional southern markets barring Bangalore; in Hyderabad and Chennai
a traveller prefers an international destination for a holiday compared to Kerala.
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