Kerela Tourism

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TO IDENTIFY FACTORS THAT ARE IMPORTANT FOR CUSTOMER SATISFACTION IN KERALA TOURISM Page 1

TO IDENTIFY FACTORS THAT ARE IMPORTANT FOR
CUSTOMER SATISFACTION IN KERALA TOURISM

A Dissertation
Submitted in partial fulfillment of the requirements for
Master of Business Administration (MBA)

By
A S ARJUNSHA
120360500001
Batch of 2012-14

Doon Business School
122Mi, Behind Pharma City, Selaqui, Dehradun-248001, Uttarakhand
May 2014



CERTIFICATE

This is to certify that the dissertation submitted by Mr. A S ARJUNSHA on the title
To identify factors that are important for customer satisfaction in Kerala tourism is a
record of research work done by him during the academic year 2012 14 under my guidance
and supervision in partial fulfillment of Master of Business Administration. This dissertation
has not been submitted for the award of any degree, diploma, associateship or fellowship or
any other title in this University or any other university.

Place: Selaqui
Date: (Name & Signature of the Guide)



DECLARATION

I, A.S.ARJUNSHA, do hereby declare that the dissertation entitled To identify factors that
are important for customer satisfaction in Kerala tourism has been undertaken by me for
the award of the degree of Master of Business Administration. I have completed this study
under the guidance of Dr. Suneet Saxena, Director(DBS Global), Doon Business School,
Dehradun.

I also declare that this dissertation has not been submitted for the award of any degree,
diploma, associateship or fellowship or any other title in this University or any other
university.

Place: Selaqui Name : A S ARJUNSHA
Date: Roll No : 120360500001



ACKNOWLEDGEMENT

I am deeply indebted to all those who have helped me in accomplishing this dissertation
successfully.
First, I thank Dr. A K DUBEY, Director, Doon Business School, Selaqui

I thank Dr. Suneet Saxena, Director(DBS Global), Doon Business School, Selaqui, for his
support and guidance during the course of my research. I remember him with much gratitude
for his patience and motivation, but for which I could not have submitted this work.

Finally, I would like to thank my parents and relatives, who have supported me always and
without whose blessings; I would not have been able to complete this dissertation.

Student Name: A S ARJUNSHA Signature:
Date :



EXECUTIVE SUMMARY

Keralas importance as a tourist destination started booming after 1980s. Kerala
was an unknown tourist destination till then. The role of Kerala Tourism
Development Corporation has brought Kerala and its unique tourist potential to
the lime light. KTDC is a government agency that oversees tourism prospects of
the state. This dissertation tries to learn and research on the factors that have significant
impact on customer satisfaction with respect to service quality. These factors have
to be identified and improved. Even when there is a boom in the sector the growth
estimated is never at par with the estimated potential. Understanding customer
satisfaction is thus an important tool for enhancing the tourists inflow to the state.
This research explains that there is a relation between the information provided to
the tourists and their perception about Kerala as a tourist destination. The
proposed research methodology undertaken also establishes that there is no
relation between the kindness of local people and tour operators in Kerala and the
perception which tourists have about Kerala.

The research comes out with multiple revelations. The research reveals that Kerala
is chosen as a tourist destination primarily because of the greenery and climate.
Food is another reason for choosing Kerala as a tourist destination. The need and
demand for local cuisine indirectly generates demand for the homestays. Majority
of the tourists wish to stay in a resort as they feel it would provide better ambience
for the tourists who prefer greenery and hospitality.



Apart from the above findings paper concludes with various suggestions. Tourist
information provided to the travelers is of great importance. It directly influences
the perception of tourists about Kerala as a tourist destination. Information
provided thus should be with great care and caution. Authorities should continue
their efforts of branding Kerala. This study identifies factors which influence tourists to visit
Kerala. It also identifies critical factors which influence tourists to visit Kerala.



TABLE OF CONTENTS
Title Page 1
Certificate 2
Declaration 3
Acknowledgement 4
Executive Summary 5
CHAPTER I
INDUSTRY PROFILE 12
1.1 OVERVIEW OF INDIAN TOURISM 13
1.2 OVERVIEW OF KERALA TOURISM 14
1.3 FACTS ON TOURIST INFLOW 15
CHAPTER II
INTRODUCTION 19
2.1 BACKGROUND OF THE STUDY 20
2.2 STATEMENT OF THE PROBLEM 20
2.3 OBJECTIVES OF THE STUDY 21
2.4 NATURE OF THE STUDY 21
2.5 SCOPE OF THE STUDY 22
2.6 TIME FRAME IN WHICH MAXIMUM TOURISTS COME 22
2.7 PURPOSE OF THE STUDY 22
2.8 LIMITATIONS OF THE STUDY 23
CHAPTER III
REVIEW OF LITERATURE 24
3.1 INTRODUCTION 25
3.2 HOW REVIEW HAS BEEN CONDUCTED 25


3.3 STUDIES CONDUCTED 25
3.4 CONCLUSION 32
CHAPTER IV
RESEARCH METHODOLOGY 33
3.1 INTRODUCTION 34
3.2 RESEARCH INSTRUMENT 34
3.3 VARIABLES USED IN THE STUDY 35
3.4 POPULATION 35
3.5 SAMPLE METHOD USED 35
3.6 SAMPLE SIZE 35
3.7 STATISTICAL TOOLS USED IN THE STUDY 35
3.8 CONCLUSION 36
CHAPTER V
DATA ANALYSIS AND INTERPRETATION 37
5.1 INTRODUCTION 38
5.2 RESPONDENT PROFILE 39
5.3 CROSS TABULATION 60
CHAPTER VI
FINDINGS, CONCLUSION AND RECOMMENDATIONS 69
6.1 FINDINGS 70
6.2 CONCLUSION 74
6.3 RECOMMANDATIONS 75
BIBLIOGRAPHY 76
ANNEXURE 79



LIST OF TABLES
S.no Title Page No
Table 4.1 Trends in domestic & foreign tourist arrivals into Kerala (2002 to 2011) 16
Table 4.2 Month wise Foreign and domestic Tourist arrivals during the year 2011 16
Table 5.1 Age group of the respondents 39
Table 5.2 Gender of the respondents 40
Table 5.3 Marital status of the respondents 41
Table 5.4 Income of the respondents 42
Table 5.5 Occupation of the respondents 43
Table 5.6 Purpose of visit of the respondents 44
Table 5.7 Respondents accompanied with 45
Table 5.8 Duration of the visit 46
Table 5.9 Perception about Kerala 47
Table 5.10 Preferred place of stay for the respondents 48
Table 5.11 Perception about safety as a tourist 49
Table 5.12 Amount spent by respondents 50
Table 5.13 Mode of transport 51
Table 5.14 Visit Kerala again 52
Table 5.15 Most preferred location for respondents 53
Table 5.16 Most preferred location for pilgrimage 54
Table 5.17 Duration of visit during pilgrimage 55
Table 5.18 Preferred place of stay during pilgrimage 56
Table 5.19 Mode of transport 57
Table 5.20 Amount spent on pilgrimage 58
Table 5.2.1 Revisit Kerala for pilgrimage 59


Table 5.2.2 Perception about safety for male respondents 60
Table 5.2.3 Female perception on safety factor in Kerala 61
Table 5.2.4 Foreigners perception on safety factor in Kerala 62
Table 5.2.5 Most preferred place of stay for foreigners 63
Table 5.2.6 Preferred place of stay for male respondents 64
Table 5.2.7 Preferred place of stay for female respondents 65
Table 5.2.8 Perception of the Male respondents 66
Table 5.2.9 Perception of the female respondents 67
Table 5.3.0 Foreigners revisit to Kerala 68

LIST OF CHARTS
S.No Title Page No
5.1 Age group of the respondents 39
5.2 Gender of the respondents 40
5.3 Marital status of the respondents 41
5.4 Income of the respondents 42
5.5 Occupation of the respondents 43
5.6 Purpose of visit of the respondents 44
5.7 Respondents accompanied with 45
5.8 Duration of the visit 46
5.9 Perception about Kerala 47
5.10 Preferred place of stay for the respondents 48
5.11 Perception about safety as a tourist 49
5.12 Amount spent by the respondents 50


5.13 Mode of transport 51
5.14 Visit Kerala again 52
5.15 Occupation of the respondents 53
5.16 Most preferred location for pilgrimage 54
5.17 Duration of the visit 55
5.18 Preferred place of stay for pilgrimage 56
5.19 Mode of transport 57
5.20 Amount spent on pilgrimage 58
5.2.1 Revisit Kerala for pilgrimage 59
5.2.2 Perception about safety for male respondents 60
5.2.3 Female perception on safety factor in Kerala 61
5.2.4 Foreigners perception on safety in Kerala 62
5.2.5 Most preferred place of stay for foreigners 63
5.2.6 Preferred place of stay for male respondents 64
5.2.7 Preferred place of stay for female respondents 65
5.2.8 Perception of the Male respondents 66
5.2.9 Perception of the female respondents 67
5.3.0 Foreigners revisit to Kerala 68



CHAPTER I
Industry Profile



1.1 OVERVIEW OF INDIAN TOURISM
Tourism is the largest service industry in India. The contribution of tourism to the
national GDP is 6.23% .It contributes around 8.78% of the total employment in
India. In 2010, total Foreign Tourist Arrivals (FTA) in India were 5.78 million and
India generated about 200 billion US dollars in 2008. This statistics is expected to
increase. The majority of foreign tourists come from USA and UK.
Tamil Nadu, Delhi, Kerala, Uttar Pradesh and Rajasthan are the top five states to
receive inbound tourists. Domestic tourism is also in the rise. Most of the
domestic tourists come from. Andhra, Uttar Pradesh, Tamil Nadu and
Maharashtra. The Ministry of tourism consults and collaborates with other
stakeholders in the sector including various Central Ministries/agencies, the state
governments and union territories and the representatives of the private sector.
New tourism such as cruise, rural, eco-tourism and medical are being promoted by
concentrated efforts. The Ministry of Tourism is also behind the Incredible
India campaign.
In 2011, total Foreign Tourist Arrivals (FTA) in India was 6.18 million and
Foreign Exchange Earnings stood at US$ 16.691 billion (Global rank-17). India's
Foreign Exchange earnings grew by an astonishing 14.1% (CAGR) during 2001-
10 out-pacing global average 7.7%. Owing to steady decade-long growth India's
share in world foreign exchange earnings has gone up from 0.64% in 2002 to
about 1.72% in 2011.
From 2009 to 2018 India would be a tourism hot spot according to World Travel
and Tourism council. The Travel & Tourism Competitiveness Report 2007 ranked
tourism in India sixth in terms of price competitiveness and 39th in terms of safety
and security. Despite short and medium-term setbacks, such as shortage of hotel


rooms. Tourism revenues are expected to surge by 42% from 2007 to 2017.
International tourism appeal of India is on the rise because of India's rich history
and its cultural and geographical diversity. India has one of the largest and fastest
growing medical tourism sectors.
Indian tourism sector is a significant contributor to GDP.Thus it is the most
crucial sector of the economy. Apart from being a GDP contributor it also earns
foreign_exchange_reserve_of_the_country._It_provides_widespread_emlploymen
t.Tourism sector can also be considered the backbone for allied sectors like
hospitality, civil aviation and transport. Indian government has invested
abundantly in the past for infrastructure development in order to aid tourism. It
has been partially successful with increase in foreign tourist arrivals over the last
decade.
India is called a tourist's paradise because of its natural beauty along with its
glorious historious places. Monuments are another reason. The Taj Mahal, Ellora
caves, ancient architectural beauty of Ajanta and the temples of Tamilnadu, all are
attractions for the tourists, around the world.

1.2 OVERVIEW OF KERALA TOURISM
Kerala is a state on the tropical Malabar Coast of southwestern India. Amongst the
most popular tourist destinations in India Kerala ranks first. National Geographic
traveler has named Kerala as one of the ten paradises of the world. The ecotourism
initiatives have made Kerala famous. Keralas unique culture, traditions
and varied demography has made Kerala the most popular destination in the
world. Kerala is known for its tropical backwaters and pristine beaches such
as Kovalam.


Popular attractions in the state include the beaches at Kovalam, Kappad,
Muzhuppilangad, Cherai, Varkala, the hill stations of Munnar, Thekkady,
Nelliampathi,_Ponmudi_and_Wayanad;_forts_like_the Bekal_fort in Kanhangada
and St. Angelo's Fort in Kannur and the National Parks/ Wildlife sanctuaries at
Periyar and Eravikulam.Cities such as kollam, Kochi, Thrissur, Kozhikode and Trivandrum
are popular centers for shopping and traditional theatrical performances.
Ecologically sustained tourism is promoted by the states tourism. It focuses on
the local culture, wilderness adventures etc. Efforts are taken to minimize the
adverse effects of traditional tourism on the natural environment, and enhance the
cultural integrity of local people.

1.3 FACTS ON TOURIST INFLOW
i. Tourist inflow to Kerala has crossed the 10-million in 2011, as against 9.2
million in 2010.
ii. The number of foreign tourists increased to 732,980 in 2011, as against
659,265 in the previous year.
iii. The total revenue from the tourism sector increased to Rs 19,037 crore in
2011, as against Rs 17,348 crore in 2010. Foreign exchange revenue also
increased to Rs 4,222 crore, as against Rs 3797 crore, he said.
iv. The revenue has a five-fold jump during the last ten years. Tourism
contributes the most to the service sector and it constitutes 66.28 per cent of
the states GDP.



Table 4.1: Trends in domestic & foreign tourist arrivals into Kerala(2002 to 2011)
Source: Kerala Tourism Statistics 2011

Table 4.2 Month wise Foreign and Domestic Tourist arrivals during the year
2011 is as shown below:
Source: Kerala Tourism Statistics 2011



SPECIALITIES ABOUT KERALA
1) Food: Kerala cuisine has its roots in the history. Culture and geography of the
land. The cuisine of Kerala can be classified under the two headings vegetarian
and non-vegetarian. While the non-vegetarian dishes are all heavily spiced, the
vegetarian repertoire is mildly spiced and feels especially easier on the non-native
tongue
2) Boat: The houseboats in Kerala have all the creature comforts of a good hotel
including furnished bedrooms, modern toilets, cozy living rooms, a kitchen and
even a balcony for angling. Parts of the curved roof of wood or plaited palm open
out to provide shade and allow uninterrupted views. While most boats are poled
by local oarsmen, some are powered by a 40 HP engine. Boat-trains - formed by
joining two or more houseboats together are also used by large groups of
sightseers. The uniqueness and specialty of a houseboat ride is the breathtaking view of the
untouched and otherwise inaccessible rural Kerala.
3) Ayurveda: Kerala possesses an unbroken tradition of Ayurveda that has
surpassed the many invasions and intrusions both foreign and native. For hundreds
of years the Ayurveda Vaidyas (practitioners of Ayurveda) were almost the only
access for people seeking healing from every kind of disease in Kerala. The
legendary eight families of Vaidyas (Ashta vaidyas) and their successors treated
the entire state for centuries. Unlike the other Indian states the status of Ayurveda
in Kerala is not alternative but mainstream. In fact, today, Kerala is the only State
in India which practices this system of medicine with absolute dedication.
4) Weather: Compared to other Indian states, Kerala lies closer to the equator. Yet
Kerala is bestowed with a pleasant and equable climate throughout the year. This
is because of the land's nearness to the sea and the presence of the fort like


Western Ghats on the east. Kerala would have been a dry land because of the dry
winds blowing from the north, but for the Western Ghats which prevent this wind
from entering the land. Kerala receives copious rain (average 3000 mm a year)
each year. The temperature in Kerala normally ranges from 28 to 32 C (82 to
90 F) on the plains but drops to about 20 C (68 F) in the highlands. The
Highlands of Kerala, which is an area of major tourist attraction, enjoys a cool and
invigorating climate the year-round. Owing to its diversity in geographical
features, the climatic condition in Kerala is diverse. It can be divided into 4
seasons Winter , Summer, South-West Monsoon and North-East Monsoon.



CHAPTER II
Introduction



2.1 BACK GROUND OF THE STUDY
Kerala is a state on the tropical Malabar Coast of southwestern India. Amongst the
most popular tourist destinations in India, Kerala ranks first. National Geographic
traveller has named Kerala as one of the ten paradises of the world. The ecotourism
initiatives have made Kerala famous. Keralas unique culture, traditions and varied
demography has made Kerala the most popular destination in the world. The tourism industry
is the major contributor to the sates economy and is growing at a rate of 13.31%. Keralas
importance as a tourist destination started booming after 1980s. Kerala was an unknown
destination till then. The role of Kerala Tourism Development Corporation has brought
Kerala and its unique tourist potential to the lime light. KTDC is a government agency that
oversees tourism prospects of the state. Aggressive marketing campaigns were launched to
make Kerala well known throughout the world. In a decade Kerala tourism transformed itself
into a niche holiday destination in India. Kerala is now a global super brand. The tag line
Kerala-gods own country makes it the highest recalled brand.0.66 million foreign tourist
travelers came to Kerala.

2.2 STATEMENT OF PROBLEM
Tourist inflow to the Gods own country, Kerala, has crossed the 10-million
market in 2011.Every year revenue received in tourism sector is increasing. There
has been a five-fold jump in the revenue during the last 10 years as in 2001 the
total revenue was Rs 4,500 crore. Even when its a boom happening in the sector
the growth estimated is never at par with the estimated potential. Understanding
customer satisfaction is an important tool for enhancing the tourists inflow to the
state. The factors that have significant impact on customer satisfaction with
respect to service quality has to be identified and improved.


2.3 OBJECTIVES OF THE STUDY
i. To identify factors which influence tourists to visit Kerala.
ii. To identify factors critical to customer satisfaction with respect to service quality.

2.4 NATURE OF THE STUDY
The main attractions of Kerala as a tourist destination are many. Beaches of
Kovalam,Cherai,Varkala attracts a lot of tourists to Kerala. Back waters and lake
resorts have always been a unique proposition of Kerala to serve its tourists with
a vibrant and rich tour experience. The major places in Kerala that has back
waters and lake resorts are Vembanad lake,Kumarakom and Alappuzha. Hill
sations are another set of attraction for tourists around the world to visit
Kerala.Major hill stations include Munnar,Wayanad,Nelliampathi,Vagamon and
ponmudi.National parks and wildlife sanctuaries had always been a pull factor to
attract tourists to Kerala. The main sites include Periyar and Eravikulam National
Park. Culture and heritage always is a strong reason to increase the foot falls to
Kerala. The major heritage sites include Padmanabhapuram palace,Hill palace and
Mattancherry Palace.Apart from all these the major reasons of choosing Kerala as
a tourist destination are Eco tourism,Hydel tourism,pilgrimage tourism,Diamond
tourism and Monsoon tourism. Monsoon tourism is quite famous in places like
Alappuzha, Kochi, Kumarkom, Thekkady, Munnar, Guruvayoor and
Vythiri.Medical tourism is also a great revenue generator for Kerala these days.



2.5 SCOPE OF THE STUDY
This paper leaves with a scope for future research. The current research identifies
the critical factors to customer satisfaction with respect to service quality. More
studies and researches can be conducted to see what are the major pull factors for
tourists to come to a destination especially like Kerala. Researches can also be
carried out to understand the factors that would increase the time period spent by
tourists in Kerala.

2.6 TIME FRAME IN WHICH MAXIMUM TOURISTS COME
In Kerala the season never comes to an end. Months from September to April
attract most of the tourists to India. However in Kerala they are welcomed during
the monsoon months as well. It is mainly because of the popular Ayurveda health
holidays and also the beautiful sight of the nature. The best time to visit Kerala is the months
between December to February. These months reflects the winter season in Kerala.
This period is considered as the best time in Kerala tourism as the tourism
industry would be on full flow. There are no rains that prevent the tourist from
visiting Kerala during these periods. This is the main reason behind the steady rise
in the number of tourists coming to Kerala.

2.7 PURPOSE OF THE STUDY
This dissertation tries to learn and research on the factors that have significant
impact on customer satisfaction with respect to service quality. These factors have
to be identified and improved. Understanding customer satisfaction and what tourists look for
is thus an important aspect for enhancing the tourists inflow to the state.



2.8 LIMITATIONS OF THE STUDY
The total sample size of the study is limited. In order to get a clearer picture the
sample size should have been more and it should have included more of pilgrims
and foreigners instead of domestic travelers. The time period in which the study conducted
was just 4 months. Extending the time period would have given more inputs to the study.



CHAPTER III
Literature Review



3.1 INTRODUCTION
Review of literature is an important link between the research proposed and the
studies already done. It tells us about aspects that have already been established or
concluded by other authors, and gives a chance to appreciate the evidence that has
been collected by previous research, and thus project the current research work in
the proper perspective. Various studies have been done across the globe on tourism industry,
its impact on the host countrys economy, the critical factors that lead to the success of
tourism, customer satisfaction related to services provided in the tourist destinations etc.
Some of the main researches are exhibited here.

3.2 HOW REVIEW HAS BEEN CONDUCTED
The major research websites visited in order to extract the above mentioned
researches were sites like Google scholar and Ebsco. Articles whose titles are
related to tourism where specially noted down and understood in terms of its
importance and relevance.

3.3 STUDIES CONDUCTED
Jithendran (2002), in the paper titled Human resources development for
tourism in rural communities: A case study of Kerala. Human resource
development has a major role in rural tourism development .This has special
significance considering the relative backwardness of rural areas. The tourism
HRD in rural communities has a number of drawbacks. Since there are no private
players in this aspect it is the major duty of public sector especially during the first
few years. Kerala provides an excellent example of how public sector initiated
HRD.


Rajasenan,Kumar (2004), in the paper titled Demographic, psychographic and
life-style characteristics of foreign tourists: an exploratory study of Kerala,
India. This study analyses the demographic, psychographic and the lifestyle
characteristics of foreign tourists visiting Kerala, India, with the help of a primary
survey. The survey, conducted from October 2001 to March 2002, covered 300
foreign tourists. The study shows that two different classes of tourists visit Kerala.
Tourists in the first group are primarily motivated by factors such as heritage and
culture, monuments, etc. and are poor spenders. Those in the second group comes
for fun and to use the beaches and are the ones who spend more. The study also
reveals that spending patterns of foreign tourists are influenced by the lifestyle
characteristics such as duration of stay, budget, travel pattern, and accommodation
preferred.

Bindu, Chandrashekaran and prakash (2008), in the paper titled Scales to
measure and benchmark service quality in tourism industry: A second-order
factor approach. The study has found out hospitality, food, logistics, security,
and value for money have significant impact on satisfaction of tourists while
amenities, core-tourism experience, hygiene, fairness of price, information
centers, culture, distractions, personal information, and pubs do not have a
significant impact.
Kannan srinivasan (2009), in the paper titled Tourism Marketing: A Service
Marketing perspective. Kerala is an important destination in India that attracts
international tourists. This service sector earns a substantial amount of foreign
exchange to developing countries like India. Modern technology has to be used to
the fullest extent to make the most advantage out of tourism. This paper attempts


to market tourism by adapting the service marketing approach for achieving great
success.

Santhakumar (2009), in the paper titled Entry fees as an instrument for
environmental management: study of a wildlife park in Kerala, India. An
economic objective is required for managing tourism. This paper presents a
theoretical analysis of the appropriate economic objective for managing tourism in
a wildlife park in a developing country, so as to conserve the environmental
resource and maximize revenue generation on a sustainable basis. This study
assesses the potential revenue from tourism and the current position in this regard
and uses this information in judging the desirability of increasing fees.

Bindu,Chandrashekaran,prakash and Ram (2009) in the paper titled
Dimensions of service quality in tourism an Indian perspective. The purpose
of this paper is to identify dimensions of service quality (SQ) and their
corresponding measurement variables in the tourism industry by focusing on
India. Service quality in tourism comprises 10 dimensions, namely information,
core-tourism experience, hospitality, fairness of price, amenities, hygiene value
for money, logistics, food and security.

Babu and Alexandra (2009), in the paper titled Medical tourism: an analysis
with special reference to its current practice in India. This paper tries to
summarise the features of the medical tourism business in India. For the last few
years people are travelling to different countries to obtain medical, dental and
surgical care. Medical tourism has grown by leaps and bounds. By now, medical


tourism has grown as a formidable multinational industry in its own right. For at
least a decade, people from all around the world have been travelling to other
countries to obtain medical, dental and surgical care. Countries like India are
promoting it and its future is surely bright. India will soon be a medical tourism
hub.

Subhramaniam, suresh and Sindhu (2010), in the paper titled Mass
customising the tourism sector in Kerala. Customisation is an effective
approach in strategic management that can definitely help improve
competitiveness both in products and services. The most inevitable paradigm shift
of the modern era is the transformation from mass production to mass
customisation. Its conceptualisation, implementation approaches and their
applications in the hospitality industry using suitable examples are discussed in
this research. The new business era is highly competitive Modern due to the
global reach made possible through the use of internet. In order to cope up with
this dynamic environment a new business model based on the internet is proposed
for the ecotourism industry of Kerala. This model would promote collaborative
mass customization.

Ram and Bindu (2010), in the paper titled Improving customer experience in
tourism: A framework for stakeholder collaboration. This paper explains a
simple conceptual framework for stakeholder collaboration in tourism. An
empirical case study at Chennai is used to illustrate the process. A tourists overall
experience is influenced by multiple stake holders. They include immigration
officials at airport and even policy makers. Thus effective management of


customer satisfaction in this service sector requires various cross-functional
collaboration and a transparent measurement scheme. It should clearly explain the
impact of each stakeholder's actions on overall customer experience. A fourphase
customer experience measurement process is developed to prioritize
resource allocation and to increase tourists' advocacy levels for a destination.

Bader,Anne (2010), in the paper titled Tourism Business Environment
Analysis Conducted For Kerala/India. The subject of this thesis is to analyse
the tourism business environment of the Indian state Kerala. This is done under
the assumption that tourism is a product of sale. Therefore a descriptive
methodology is used. The theoretical part of the study describes the tourism
concepts. The second part the chosen models are used to conduct an adapted
tourism business environment analysis for Kerala. The used information was
gathered from books, internet sources and tourism magazine articles. The study
also proved that the Department of Tourism is the main driving force for the
development of tourism in Kerala.

Babu,Tony and Alvin (2010), in the paper titled Determinants of satisfaction
and dissatisfaction among preventive and curative medical tourists: a
comparative analysis. This paper focuses on a systematic view of medical
tourism and the following customer satisfaction levels. The growing medical
tourism market needs to have a more sophisticated approach for a better market
analysis. As global marketers seek to capitalise on the growth in medical tourism,
it is instructive to better understand the determinants of satisfied experiences. The
paper posits hypotheses integrating the concepts of customer satisfaction and


medical tourism.

Rhodri,Gareth,Stephen (2011), in the paper titled Understanding small firms
in tourism: A perspective on research trends and challenges.The paper
challenges the conventional wisdom and provides a means for future research
small firms role in tourism has always been on the agendas of policy-makers for
many years, however academic interest has been fluctuating. Certainly the flurry
of activity that occurred during the early 1990s became a steady flow of somewhat
fragmented output rather than the ambitious and coherent programme of research
that was anticipated at the time. The paper traces progress in this field by
reviewing inter- multi and disciplinary studies that contribute to current
understanding of small firms in tourism and how this understanding articulates
with wider debates within tourism studies.

Ramesh,Kurian (2012),in the paper titled The holistic approach of Ayurveda
based wellness tourism in Kerala.This paper investigates the reasons why
Kerala is a health care destination and why.It also attempts to study the market
potential.Health tourism is emerging as a separate industry with immense
potential.Health tourism refers to trips that are taken with the principal purpose of
improving the health.This makes it necessary for tourism marketers to
differentiate their products.Kerala thus has a huge potential.The concept of
Ayurveda is all set to reap profits.Kerala is world wide recognised for its
ayurvedi products and services. In order to cope with the growing demand for
wellness, resorts, hospitals, medical practitioners and Government have taken
ample measures to promote alternative health care in Kerala. Along with the


projects already underway, there is a need to draw up plans for promotions in
future.

Anu, suja and Ginu (2012),in the paper titled A study on the role of resorts in
the revitalization of art forms of Kerala.Cultural tourism is a major
motivational factor for tourists to visit destinations. Art forms are one of the major
attractions in cultural tourism. In India, Kerala is a major hub of art forms to
torists.Resorts has a major role in promoting and revitalizing art forms. The paper
also studies the impact of culture of a place in tourism.

Mushtaq (2012), in the paper titled Tourism Service Quality: A Dimensionspecific
Assessment of SERVQUAL.Tourism market is highly competitive.
Countries must maintain every edge to remain competitive. Owing to the
customer-oriented service endeavours, tourism enterprises, either private or
public, need to improve their service offerings so as to retain or improve their
market share.SERVQUAL instrument helps the service providers to identify the
strengths and weakness. Based on data gathered from 320 tourists, the study
brought to light four interpretable service quality dimensions for tourism services:
Assurance, Tangibility, Responsiveness and Reliability.



3.4 CONCLUSION
Review of literature is an important tool to highlight the differences in opinions,
contradictory findings or evidences, and the different explanations given for their
conclusions. In some cases, an analysis of these factors can help one understand
many facets of a complex issue and at other times such analysis can lead to new
possibilities that can be researched upon in the current project. Most of the above
mentioned research papers tries to understand and examine a particular factor like
entry fees, Concept of mass customisation, medical tourism and its impact on
tourism industry as a whole. While this paper has the main objective of
understanding factors critical to customer satisfaction with respect to service
quality.



CHAPTER IV
Research
Methodology



4.1 INTRODUCTION
The paper tries to understand, validate and measure service quality in tourism
industry in Kerala. It also tries to throw light on the critical factors that leads to
customer satisfaction with respect to service quality. It is important to study these
aspects because the tourist inflow even though is increasing is never up to the
estimated potential. Improving on the critical factors would increase the customer
satisfaction and the service quality. Kerala tourism has miles to reach and a huge
potential to extract the maximum from this service Industry.

4.2 RESEARCH INSTRUMENT
4.2i PRIMARY DATA
The methodology used for the purpose of this research is by selecting a sample
population where the sample selected would be anybody who has already visited
Kerala. Survey would be conducted with the help of a structured questionnaire.

4.2ii SECONDARY DATA
i. Magazines like Kerala tourism Magazine, online sites and various publications
ii. Researching through intermediaries
These intermediaries can include travel agencies, coach operators, and tourist
information centers. These intermediaries clearly have face-to-face contact with
the organisation's customers and can feedback to the research on the level of
satisfaction of the tourists.
Attempts will be made, therefore, to systematically use intermediaries to gain
information on customer satisfaction.



4.3 VARIABLES USED IN THE STUDY
Variables used in the study include climate, local traffic, Parking space, tour
packages, accommodations, availability of tour operators, tour operators
knowledge about the foreign languages, kindness of the tour operators and
kindness of the local people.

4.4 POPULATION
Target group is anybody who has visited Kerala

4.5 SAMPLE METHOD USED
Convenience sampling to be used and the methodology as mentioned above would
be distributing a structured questionnaire to anybody who has visited Kerala at
least once. Foreigners, pilgrims and even domestic tourists to be included in the
sample.

4.6 SAMPLE SIZE
Sample size is taken as 125 respondents

4.7 STATISTICAL TOOLS USED IN THE STUDY
Cross tab analysis is used with variables for the research being nationality, Tour
packages accommodations, availability of tour operators.



4.8 CONCLUSION
This paper is supposed to bring in and identify factors which influence tourists to
visit Kerala. It would also identify factors critical to customer satisfaction in terms
of service quality. The research will also explain if there is any relation between
the information provided to the tourists and their perception about Kerala as a
tourist destination.



CHAPTER V
Data analysis
And
Interpretation



5.1 INTRODUCTION
In the background of the methodology of the study outlined in chapter 4 and the
overview of Indian tourism sector in chapter 1, the paper presents an analysis of
the various critical factors that were collected out of the distribution of a
structured questionnaire. The plan of the chapter consists of an analysis of profile
of respondents of the sample survey data, the analysis on the favorite tourist
destinations, and finally an analysis of primary data in order to find critical factors
that would lead to customer satisfaction with reference to service quality.



5.2 RESPONDENT PROFILE
Table 5.1: Age group of respondents
Age Group No. of Respondents
Below 20 21
21 to 30 48
31 to 40 22
41 to 60 22
60 and above 12
Source: Primary data
Chart 5.1: Age group of respondents

INTERPRETATION
Majority of the respondents are between the age group of 21 to 30.This age group
is followed by the age group of 31 to 40.Senior citizens constituted only 9% of the
total sample selected.

Age Group
Below 20
21 to 30
31 to 40
41 to 60
60 and above


Table 5.2: Gender of the respondents
Gender Number
Male 82
Female 43
Chart 5.2: Gender of the respondents


INTERPRETATION
More than half of the respondents of the survey are males. The number of females
were 43 ie 34% of the total sample which is 125

Gender
Male
Female


Table 5.3: Marital status of the respondents
Marital Status No. of Respondents
Single 60
Married 55
Others 10
Chart 5.3: Marital status of the respondents


INTERPRETATION
Out of the sample selected almost half of the respondents are single. The number of
married are around 55.There is a group called others this group represents the individuals
who are divorced or Stays single for some reason.

Marital Status
Single
Married
Others


Table 5.4: Income of the respondents
Annual Income No. of Respondents
Less than 5 lakhs 60
5 to 10 lakhs 29
10 to 15 lakhs 24
Above 15 lakhs 7
Chart 5.4: Income of the respondents

INTERPRETATION
60 respondents fall in the category of income group less than 5 lakhs. Thus the majority
of the respondents have income less than 5 lakhs. Income group with 5 to 10 lakhs came
next ie around 24%.

Income of the respondents
Less than 5 lakhs
5 to 10 lakhs
10 to 15 lakhs
above 15 lakhs


Table 5.5: Occupation of the respondents
Occupation No. of Respondents
Student 41
Employee in Private 40
Own Business 19
Government emp. 14
Retired 11
Chart 5.5: Occupation of the respondents


INTERPRETATION
Out of the 125 samples 40 respondents were employees of private firms. They
constitute 32% of the total sample. Students include 33 % while retired
individuals constitute 9% of the total sample. Majority of the respondents were
students.
Occupation
Student
Employee in private
Own business
Governmnet emp
Retired


Table 5.6: Purpose of visit of the respondents
Purpose of Visit No .of Respondents
Leisure 88
Leisure, Health Reasons 15
Business 7
Others 15
Chart 5.6: Purpose of visit of the respondents


INTERPRETATION
Majority of the respondents come to Kerala for leisure. The sample includes 15
individuals who came for both leisure and health reasons. The category others explains
the number of individuals who came for pilgrimage in Kerala. However the individuals
who came to Kerala for business purpose is just 7.
Purpose of visit
Leisure
Leisure, health reasons
Business
Others


Table 5.7: Respondents accompanied with
Travelling with No. of Respondents
Friends 52
Family 48
Groups 25
Chart 5.7: Respondents accompanied with


INTERPRETATION
Majority of the individuals have come along with their friends. There are 48 individuals
who came with their family members. Respondents have also come in groups with the
help of various tour operators.

Travelling with
Friends
Family
Groups


Table 5.8: Duration of the visit
Duration of the Visit No. of Respondents
Less than a week 56
1 to 2 weeks 33
2 to 4 weeks 31
More than a month 5
Chart 5.8: Duration of the visit


INTERPRETATION
56 of the respondents duration of visit is less than a week. In the sample taken only 5
tourists has duration of more than a month.25% of them stay for 2 to 4 weeks. Majority of
them spend less than a week for their visit.

Duration of the visit
Less than a week
1 to 2 weeks
2 to 4 weeks
more than a month


Table 5.9: Perception about Kerala
Perception about Kerala No. of Respondents
Good 85
Average 18
Excellent 22
Chart 5.9: Perception about Kerala


INTERPRETATION
68% of the tourists perceive Kerala to be a good tourist destination.18% sees it as
excellent. Tourists who found Kerala as just an average tourist destination is 14%.There
are no respondents who find Kerala as a bad or poor tourist destination.

Perception about Kerala as a tourist
destination
Good
Average
Excellent
Bad
Poor


Table 5.10: Preferred place of stay for the respondents
Preferred place to stay No. of Respondents
Home stay 22
Resort 47
Hotel 38
Relative 17
Others 1
Chart 5.10 Preferred place of stay for the respondents


INTERPRETATION
Resort is the most preferred place for stay. Most of them prefer resorts because of the
good ambience and the hospitality. Resorts are followed by Hotels. Tourists prefer
staying in hotels because they get timely food and service. Certain tourists especially
foreigners prefer home stay to get a feel of the local cuisine and culture.
Preferred place to stay
Home stay
Resort
Hotel
Relative
Others


Table 5.11: Perception about safety as a tourist
Safety in Kerala No. of Respondents
Excellent 45
Good 57
Average 17
Bad 6
Chart 5.11: Perception about safety as a tourist


INTERPRETATION
Majority of the respondents find safety in Kerala as good while 36% finds it excellent.
About 5 % thinks safety in Kerala is bad. However there are no tourists who think safety
in Kerala is poor.

Safety in Kerala
Excellent
Good
Average
Bad
Poor


Table 5.12: Amount spent by respondents
Amount spent No. of Respondents
Below 1000 36
1000 to 3000 46
3000 to 6000 33
Above 6000 10
Chart 5.12: Amount spent by respondents


INTERPRETATION
46 out of 125 respondents spent 1000 to 3000 in a day. Most of the domestic tourists
spent less than 1000.When compared to domestic tourists foreigners spent more and
majority of them fall in the category of spending 3000 to 6000.

Amount spent
Below 1000
1000 to 3000
3000 to 6000
above 6000


Table 5.13: Mode of transport
Mode of Transport No. of Respondents
Car 52
Train 12
Bike 19
Flight 42
Chart 5.13: Mode of transport


INTERPRETATION
Major mode of transport to Kerala is car. This shows the sample selected has more of
domestic tourists than the foreigners. Flight as a mode of transport is selected by 34% of
the respondents. Respondents falling in the category of 20 to 30 age group prefers bikes
as mode of transport to various tourists spots in Kerala.
Mode of transport
Car
Train
Bike
Flight


Table 5.14: Visit Kerala again
Visit Kerala again No. of Respondents
Yes 89
No 5
Maybe 31
Chart 5.14: Visit Kerala again


Interpretation
89 of the respondents will visit Kerala again. However there are 31 who are not sure
about their revisit to Kerala.5 of them have told they wont return back to Kerala.

Visit Kerala again
Yes
No
May be


Table 5.15: Most preferred location for the respondents
Most preferred location No. of Respondents
Munnar 74
Alleppy 5
Thekkady 6
Eenakulam 4
Kovalam 3
Kuttikanam 5
Wayanad 13
Chart 5.15: Most preferred location for the respondents


INTERPRETATION
Most_preferred_location_for_the_tourists_in_Kerala_is_Munnar_followed_by
Wayanad. Equal number of respondents prefer kuttikanam and thekkady the most ie 5 %
of_the_total_respondents._Other_major_preferred_locations_include_Ernakulam,kovala
m,Alappuzha.
Most preferred location
Munnar
Allepy
Thekkady
Ernakulam
Kovalam
Kuttikanam
Wayanad


Table 5.16: Most preferred location for pilgrimage
Most preferred location for pilgrimage No. of Respondents
Sabharimala 6
Guruvayoor 5
Varkala 2
Aranmula 1
Chottanikkara 1
Chart 5.16: Most preferred location for pilgrimage


INTERPRETATION
Most preferred location for the tourists in Kerala for pilgrimage is Shabharimala
followed by Guruvayoor. The other major locations in the order of preference
includes.Varkala,Aranmula,chottanikkara.
Number of respondents
Sabharimala
Guruvayoor
Varkala
Aranmula
Chottanikkara


Table 5.17: Duration of visit during pilgrimage
Duration of visit for pilgrimage No. of Respondents
1 to 2 weeks 8
Less than a week 4
2 to 4 weeks 3
Chart 5.17: Duration of visit


INTERPRETATION
When it comes to pilgrimage the majority ie 53% of the respondents stays for 1 to 2
weeks.27% has a duration of less than a week. There are no respondents who has stayed
for more than a month for pilgrimage in Kerala.

Duration of visit during pilgrimage
1 to 2 weeks
less than a week
2 to 4 weeks


Table 5.18: Preferred place of stay during pilgrimage
Preferred place to stay No. of Respondents
Hotel 10
Relatives 1
Others 4
Chart 5.18: Preferred place of stay during pilgrimage


INTERPRETATION
Majority of the pilgrims prefers to stay in a hotel. 6 % prefers other places of stay which
includes lodges. 27% Pilgrims prefer to stay with their relatives.

Preferred place to stay
Hotel
Relatives
Others


Table 5.19: Mode of transport
Mode of transport No. of Respondents
Car 6
Train 7
Flight 2
Chart 5.19: Mode of transport


INTERPRETATION
47% of respondents prefer train while coming to the pilgrim centres in Kerala. Car is the
second most preferred mode of transport.2 of the respondents have come by flight to
Kerala as pilgrims.

Mode of transport
Car
Train
Flight


Table 5.20: Amount spent on pilgrimage
Amount spent No. of Respondents
Below 1000 7
1000 to 3000 6
3000 to 6000 2
Chart 5.20: Amount spent on pilgrimage


INTERPRETATION
Majority of the pilgrims spend below 1000 a day.40% are willing to pay 1000 to 3000 a
day. When compared to other tourists pilgrims tend to spend less.

Amount spent
below 1000
1000 to 3000
3000 to 6000


Table 5.21: Revisit Kerala for pilgrimage
Visit Again No. of Respondents
Yes 9
May be 6
Chart 5.21: Revisit Kerala for pilgrimage


INTERPRETATION
60% of the pilgrims have decided to revisit Kerala. There are no pilgrims who do
not wish to come back to Kerala.

Revisit Kerala for Pilgrimage
Yes
May be


5.3 CROSS TABULATION
Male perception about the safety factor in Kerala Tourism
Table 5.2.2: Perception about safety for male respondents
Perception No. of Males
Excellent 29
Good 44
Average 10
Chart 5.2.2: Perception about safety for male respondents


INTERPRETATION
53% of the male tourists has a good perception about the safety factor in
Kerala tourism.There are also 35 % of the males who has found safety in
kerala as excellent.However 12% of them find it just satisfactory.
Percentage of Males
Excellent
Good
Average


Female perception about the safety factor in Kerala Tourism
Table 5.2.3: Female perception on safety factor in Kerala
Perception No. of Females
Excellent 16
Good 14
Average 7
Bad 6
Chart 5.2.3: Female perception on safety factor in Kerala


INTERPRETATION
Unlike the male respondents only 33% of females finds safety factor in Kerala as good.
However 37 % finds it excellent. Out of the 43 female respondents 6 finds safety in
Kerala as bad.
Percentage of females
Excellent
Good
Average
Bad


Foreigners perception about the safety factor in Kerala tourism
Table 5.2.4: Foreigners perception on safety in Kerala
Perception No. of Foreigners
Excellent 12
Good 16
Average 2
Chart 5.2.4: Foreigners perception on safety in Kerala

INTERPRETATION
40% of foreigners perceive Kerala as an excellent safe place to tour. Majority finds it
good ie 53 % of the foreign respondents find the safety in Kerala as good. There are no
foreign tourists who find Keralas safety as poor

Percentage of foreigners
Excellent
Good
Average


Most preferred place of stay for Foreigners
Table 5.2.5: Most preferred place of stay for foreigners
Stay No. of Foreigners
Home stay 10
Resort 16
Hotel 4
Chart 5.2.5: Most preferred place of stay for foreigners


INTERPRETATION
Majority of the foreigners prefer to stay in resorts when they come to Kerala. The
main reason behind this is the ambience and hospitality the resorts offer them.
Foreigners also prefer homestay as they wanted to get homely food and a close
contact with the culture of Kerala.
Percentage of forigners preferring
Home stay
Resort
Hotel


Most preferred place of stay for Males
Table 5.2.6: Preferred place of stay for male respondents
Stay No. of Males
Home stay 11
Resort 34
Hotel 34
Relative 4
Chart 5.2.6: Preferred place of stay for male respondents


INTERPRETATION
Majority of the males prefer to stay in a resort or a hotel. Only 5 % prefer to stay at their
relatives place.

Percentage of males preferring
Home stay
Resort
Hotel
Relative


Most preferred place of stay for Females
Table 5.2.7: Preferred place of stay for female respondents
Stay No. of females
Home stay 11
Resort 13
Hotel 4
Relative 12
Chart 5.2.7: Preferred place of stay for female respondents

INTERPRETATION
Females prefer resorts as their most preferred place of stay when coming to Kerala.
However when compared to men, females also prefer home stays .30% of the total female
respondents like to stay with their relatives as they find it more safe.

Percentage of females preferring
Home stay
Resort
Hotel
Relative


Perception of males towards Kerala as a tourist destination
Table 5.2.8: Perception of the respondents
Perception No. of Males
Excellent 17
Good 56
Average 9
Chart 5.2.8: Perception of the respondents


INTERPRETATION
Males perceive Kerala as a good tourist destination. When compared to females more
males find kerala as an excellent tourist destination.

Male perception about Kerala as a tourist
destination
Excellent
Good
Average


Perception of Females towards Kerala as a tourist destination
Table 5.2.9: Perception of the female respondents
Perception No. of Females
Excellent 7
Good 10
Average 26
Chart 5.2.9: Perception of the female respondents


INTERPRETATION
Majority of females perceive Kerala as just an average tourist destination. This shows
majority of the females when compared to the males do not perceive Kerala as a tourist
destination.

Female perception about Kerala as a tourist
destination
Excellent
Good
Average


Foreigners revisit to Kerala
Table 5.3.0: Foreigners revisit to Kerala
Revisit No. of Foreigners
Yes 18
May be 10
No 2
Chart 5.3.0: Foreigners revisit to Kerala


INTERPRETATION
Majority of the foreigners like to revisit Kerala. Only a negligible number of respondents
would not like to revisit Kerala.

Number of foreigners
Yes
May be
No


CHAPTER VI
Findings
Conclusion
And Recommendations



6.1 FINDINGS
1. Majority of the respondents are between the age group of 21 to 30. This age
group is followed by the age group of 31 to 40. Senior citizens constituted
only 9% of the total sample selected.
2. More than half of the respondents of the survey are males. The numbers of
females were 34% of the total sample which is 125.
3. Out of the sample selected almost half of the respondents are single. The
numbers of married are around 55. There is a group called others among the
respondents this group represents the individuals who are divorced or Stays
single for some reason.
4. 60 respondents fall in the category of income group less than 5 lakhs. Thus the
majority of the respondents have income less than 5 lakhs. Income group with
5 to 10 lakhs comes next ie around 24%.
5. Out of the 125 samples 40 respondents are employees of private firms. They
constitute 32% of the total sample. Students include 33% while retired
individuals constitute 9% of the total sample. Majority of the respondents were
students.
6. Majority of the respondents come to Kerala for leisure. The sample includes
15 individuals who came for both leisure and health reasons. The category
others explain the number of individuals who came for pilgrimage in Kerala.
However the individuals who came to Kerala for business purpose is just 7.
7. Majority of the individuals have come along with their friends. There were 48
individuals who came with their family members. Respondents had also come
in groups with the help of various tour operators.
8. 56 of the respondents duration of visit is less than a week. In the sample taken


only 5 tourists has duration of more than a month. 25% of them stay for 2 to 4
weeks. Majority of them spend less than a week for their visit.
9. 68% of the tourists perceive Kerala to be a good tourist destination. 18%
perceives it as an excellent destination. Tourists who find Kerala as just an
average tourist destination is 14%. There is no respondent who finds Kerala as
a bad or poor tourist destination
10 .Most of them prefer to stay in a resort. This is because of the good ambience
and the hospitality. Resorts are followed by Hotels. Tourists prefer staying in
hotels because they get timely food and service. Certain tourists especially
foreigners prefer homestay to get a feel of the local cuisine and culture.
11. Majority of the respondents find Kerala safe. 36% finds it excellent. About 5
% thinks safety in Kerala is bad. However there are no tourists who think
safety in Kerala is poor.
12. 46 out of 125 respondents spent 1000 to 3000 in a day. Most of the domestic
tourists spent less than 1000. When compared to domestic tourists foreigners
spent more and majority of them fall in the category of spending 3000 to 6000.
13. Major mode of transport to Kerala is car. This shows the sample selected had
more of domestic tourists than the foreigners. Flight as a mode of transport is
selected by 34% of the respondents. Respondents falling in the category of 20
to 30 age group prefer bikes as mode of transport to various tourists spots in
Kerala.
14. 89 of the total respondents will visit Kerala again. However there are 31 who
are not sure about their revisit to Kerala. 5 of them have told they wont return
back to Kerala.
15. Most preferred location for the tourists in Kerala is Munnar followed by


Wayanad.Equal number of respondents prefer kuttikanam and thekkady the
most ie 5 % of the total respondents. Other major preferred locations include
Ernakulam,kovalam,Alappuzha.
16. Most preferred location for the tourists in Kerala for pilgrimage is
Shabharimala followed by Guruvayoor. The other major locations in the order
of preference includes.Varkala,Aranmula,chottanikkara.
17. When it comes to pilgrimage the majority ie 53% of the respondents stays for
1 to 2 weeks.27% has a duration of less than a week. There are no respondents
who have stayed for more than a month for pilgrimage in Kerala.
18. Majority of the pilgrims prefers to stay in a hotel. 6 % prefers other places of
stay which includes lodges. 27% Pilgrims prefer to stay with their relatives.
19. 47% of respondents come in train while coming to the pilgrim centres in
Kerala. Car is the second mode of transport during pilgrimage. 2 of the
respondents have come by flight to Kerala as pilgrims.
20. Majority of the pilgrims spend below 1000 a day.40% are willing to pay 1000
to 3000 a day. When compared to other tourists pilgrims tend to spend less.
21. 60% of the pilgrims have decided to revisit Kerala. There are no pilgrims who
do not wish to come back to Kerala.
22. 53% of the male tourists has a good perception about the safety factor in
Kerala tourism. There are also 35 % of the males who has found safety in
Kerala as excellent. However 12% of them find it just satisfactory.
23. Unlike the male respondents only 33% of females finds safety factor in Kerala
as good. Out of the 43 female respondents 6 finds safety in Kerala bad.
24. 40% of foreigners perceive Kerala as an excellent safe place to tour. Majority
find it good ie 53 % of the foreign respondents find the safety in Kerala as


good. There are no foreign tourists who find Keralas safety as poor.
25. Majority of the foreigners prefer to stay in resorts when they come to Kerala.
The main reason behind this is the ambience and hospitality the resorts offer
them. Foreigners also prefer homestay as they wanted to get homely food and
a close contact with the culture of Kerala.
26. Majority of the males prefer to stay in a resort or a hotel. Only 5 % prefer to
stay at their relatives place.
27. Females prefer resorts as their most preferred place of stay when coming to
Kerala. However when compared to men, females also prefer homestays .30%
of the total female respondents like to stay with their relatives as they find it
more safe.
28. Males perceive Kerala as a good tourist destination. When compared to
females more males find Kerala as an excellent tourist destination
29. Majority of females perceive Kerala as just an average tourist destination. This
shows majority of the females when compared to the males do not perceive
Kerala as a tourist destination.
30. Majority of the foreigners like to revisit Kerala. Only a negligible number of
respondents would not like to revisit Kerala.
31. It is found that there is no relationship between kindness of natives and
perception about Kerala as a tourist destination. The natives mentioned here
include both the local people and the tour operators.
32. After analysis it is found that there is a relationship between information
received and perception about Kerala as a tourist destination. The information
received about the destination before and after arrival has a great influence on
the perception about Kerala as a tourist destination.


6.2 CONCLUSION
The purpose of this paper is to understand and identify the critical factors of
customer satisfaction. The paper also throws light on the various facts of Kerala
tourism like the most preferred accommodation, the reason for choice of the
particular place of stay etc. According to this paper the most favoured tourist
location in Kerala is Munnar followed by Wayanad.
This research studies the major aspects of the pilgrims travelling to Kerala. The
response received from the samples selected shows Shabharimala is the most
preferred location followed by Guruvayoor. The pilgrims coming to Kerala tends
to spend less than the other tourists who come for leisure.
Kerala is chosen as a tourist destination primarily because of the greenery and
climate. Food is another reason for choosing Kerala as a tourist destination.
The need and demand for local cuisine indirectly generates demand for the
homestays. Majority of the tourists wish to stay in a resort as they feel it would
provide better ambience for the tourists who prefer greenery and hospitality.
The safety factor in Kerala tourism is perceived to be high among the males
surveyed. However there are female respondents who perceive the safety factor
just an average. Female tourists prefer more to stay with their relatives than their
male counter parts. The main reason is that they feel safer with their relatives.
Regarding the various services like local traffic and parking space the tourists
seems to be quite unhappy. Especially the pilgrims are not satisfied with the
parking spaces in various pilgrim destinations.
Most of the tourists perceive Kerala as a good tourist destination and would like to
visit Kerala again. This perception about Kerala is strongly derived from the
information they receive about the destinations before and after coming to Kerala.


Thus the paper establishes a relationship between the perception the tourists have
about Kerala and the information they receive on their chosen destination.

6.3 RECOMMENDATIONS
Tourist information provided to the travellers is of great importance. It directly
influences the perception of tourists about Kerala as a tourist destination.
Information provided thus should be with great care and caution. Authorities
should continue their efforts of branding Kerala.
The health tourism is another booming sector in which Kerala can surely reap
profits. The concept of Ayurveda will have to be promoted further. Availability of
tour operators is at its peak. However their knowledge on foreign languages can
be improved.
Kerala should also invest their efforts more in branding places and art forms like
koodyattom which is unique to Kerala culture.
According to this paper majority of the tourists has a time period of less than a
week spent in Kerala. Authorities and various tour operators should ensure
measures and facilities which would make them stay for longer periods in Kerala.
More focus should be made in aspects like local traffic and parking spaces. Even
though the tourists seem to be happy with the road links they are unhappy with the
parking spaces especially in pilgrim centres. Improving on this aspect can increase
the customer satisfaction among the tourists.



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Annexure



QUESTIONNAIRE
1. Name_______________________________________________________
2. Sex
i) Male ( ) ii) Female ( )
3. Age
i) Below 20 ( ) ii) 21 to 30 ( )
iii) 31 to 40 ( ) iv) 41 to 60 ( )
v) 60 and above ( )
4. Marital status
i) Single ( ) ii) Married ( )
iii) Others ( )
5. Annual Income
i) Less than 5 lakhs ii) 5 10 lakhs
iii) 10 15 lakhs iv) above 15 lakhs
6. Nationality
i) Indian ii)Foreigner
7. Educational qualification
i) Diploma ( )
ii) Graduate ( )
iii) PG ( )
iv) Others ( )
8. Occupation
i) Employee in private ii) Own business
iii) Student iv) Retired
v) Government employee


9. Purpose of my visit?
i) For leisure ii) Study
iii) Research iv)Health reasons
v) Business vi) others
10. I am traveling with?
i) Family ( )
ii) Friends ( )
iii) Groups ( )
iv) Alone ( )
11. Duration of the visit?
i) Less than a week ii) 1 2 weeks
iii) 2 4 weeks iv) More than a month
12. The places that you have visited in Kerala__________________________________
_____________________________________________________________________
_____________________________________________________________________
13. Overall perception about Kerala as a tourist destination
i) Excellent
ii) Good
iii) Average
iv) Bad
v) Poor
14. Rank the places you have visited in Kerala in the order of
preference____________________________________________________________
_____________________________________________________________________
_____________________________________________________________________


15. I would like to stay at
i) Home stay
ii) Hotel
iii) Resort
iv) Relative
v) others
Reason_____________________________________________________________________
___________________________________________________________________________
16. I feel safe in Kerala as a tourist
i) Excellent
ii) Good
iii) Average
iv) Bad
v) Poor
17. Rate the local connectivity
i) Excellent ( )
ii) Good ( )
iii) Average ( )
iv) Bad ( )
v) Poor ( )
18. Maximum amount I am willing to spend a day per head
i) Below 1000 ii) 1000 to 3000
iii) 3000 to 6000 iv) above 6000
19. My mode of transport to Kerala?
i) Car ii)Train iii) Flight iv)Ship v) Bike


20. I choose Kerala as my destination because of (1- Least Important,5 - Most Important)
Food (1) (2) (3) (4) (5)
Climate (1) (2) (3) (4) (5)
Beaches (1) (2) (3) (4) (5)
Greenery (1) (2) (3) (4) (5)
Spa (1) (2) (3) (4) (5)
Tour packages (1) (2) (3) (4) (5)
Pilgrimage (1) (2) (3) (4) (5)
21. How would you rate your level of satisfaction with regard to what Kerala has to offer?
1-very unsatisfied, 5-very satisfied
1. Climate
1 2 3 4 5
2. Kindness of the local people
1 2 3 4 5
3. Kindness of the tour operators
1 2 3 4 5
4. Availability of tour operators
1 2 3 4 5
5. Tour operators knowledge of foreign languages
1 2 3 4 5
6. Road links
1 2 3 4 5
7. Local traffic
1 2 3 4 5



8. Parking space
1 2 3 4 5
9. Information received before i arrived at my chosen destination
1 2 3 4 5
10. Information about other destinations
1 2 3 4 5
22. Will i visit Kerala again?
i) Yes ( ) ii)No ( ) iii) May be

Kerela Tourism

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