Volume 8, Issue 6, June – 2023 International Journal of Innovative Science and Research Technology

ISSN No:-2456-2165

A Study on the Promotional Strategies Adopted by

Heritage Tourism in Karnataka
Dr. Murali S (Associate Professor)1
Ramaiah Institute of Management Studies, Gokula, Bangalore

Abstract:- Heritage tourism is a significant area in the  Background of Tourism

tourism industry that has been growing for more than 10 Early forms of tourism, people seeking positions were
years, with India being no exception. The demand for encouraged to travel, for people in Great Britain an
heritage tourism has been increasing on all scales from educational tour that lasted for months, typically following
small trip advisor articles to major advertising common paths around major cultural centers of Europe. The
campaigns on television. As Tourism is a global process Grand Tour favored by aristocrats offered the chance to
of change and development, the progress in Tourism expand one’s knowledge of art and other literary topics
must be analyzed, with a focus on understanding the before returning to regular society or perhaps even entering
causes and effects of change. The author examines these university.
changes through examining how the tourism experience
is created. Heritage tourism is an industry worth Tourism attracts people with inquisitiveness, curiosity,
billions. But how do you promote this when there are so and love of new experiences. These three ingredients
many destinations to choose from? This article explores highlight the major successes that vacationers and travelers
the marketing strategies that will get you started. The alike enjoy. We coordinate with tour and travel companies
sample size is 100 and total responses collected were 99 , and encourage them with advertising and mention in our
Non-parametric test Chi-Square was used to test the publications to promote tourism in Karnataka. Tourism is a
data collected Heritage Tourism facilities, Sensitization complex form of the Indian economy, the mobile population
of Heritage Tourism, Grievance Redressal Mechanism, contributing to tourism in Karnataka is quite high. Why you
General Awareness of Heritage Tourism. Heritage should check out Bengaluru's best spots if you are new in
Tourism Infrastructure, Pricing of Tourism Packages, town.
Rate the local Amenities while in tour! People on the
other hand were trained on how to handle the tourists The U-turn: Regaining Marketing and Marketers
and most significantly the socio-cultural etiquette were Happiness, Find out how the experiences of this study of
given importance to handle both domestic & foreign heritage tourism in Karnataka has led to various attempts on
tourists. The respondents also stated that there are new marketing strategies.
variety of environmental factor, technology which has
direct impact on heritage tourism, People from different  Cultural Tourism & Heritage Tourism
walks of life, educational background, age, students, Cultural tourism is now on your reading list, how to
graduates, visits these places as study tour, educational have a cultural tourism experience, why individuals want to
purposes, research etc. The major factors influencing explore heritage tourism, Cultural tourism differs from
travel for domestic & foreign tourists are vacation, heritage tourism. Cultural tourism is the use of one culture
season, climate and events. with another for the benefit of people from one culture. If
people from culture develop, then it is considered tourism. A
I. INTRODUCTION TO TOURISM reason for cultural and heritage tourism.

Heritage tourism is a significant area in the tourism How to provide the best experience while traveling,
industry that has been growing for more than 10 years, with our aesthetic environment depends on someone else,
India being no exception. The demand for heritage tourism Tourism is often intangible. By dealing with it as such,
has been increasing on all scales from small trip advisor marketers are able to make up for its differences.
articles to major advertising campaigns on television. Experiences shape and mold cultural and heritage tourism
and it can be said to be shaped by our exposure and
As Tourism is a global process of change and experience.
development, the progress in Tourism must be analyzed,
with a focus on understanding the causes and effects of Cultural and heritage tourism: What motivates the
change. The author examines these changes through invisible? As tourists arrive at a destination, they often have
examining how the tourism experience is created. their own perceptions of how the land should be enjoyed.
Tourists may want to hike through mountains or enjoy
Heritage tourism is an industry worth billions. But pristine beachfronts, while others might prefer museums.
how do you promote this when there are so many However, each tourist has their own perception of what
destinations to choose from? This article explores the would make for an enriching experience, which can make it
marketing strategies that will get you started. difficult for tourism industries to focus on specific goals.

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Volume 8, Issue 6, June – 2023 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
Yet, both types of tourist will arrive at the same destination What the Association wants to happen in the area with
to fulfill their needs. The cultural tourist may focus on heritage assets (Otake, 1997). The World Association of
religious sites, events, and cuisine while the heritage tourist Buddhists explores Buddhist heritage as a community
will most likely focus on colonial buildings or natural areas responsibility, the Heritage of Christ that is linked to
that have not changed in centuries. How one tourist Humility. Why infrastructure is important in constructing
experiences a destination while another does not? Cultural development (Palm, 1999) discusses two aspects of
heritage tourism is different from other types of tourism electricity, road ways and water supply.
because it can’t be projected in tangible form.
It seems like heritage is often seen negatively
II. LITERATURE REVIEW (McIntosh et al, 1999). Fellow bloggers share their views.
This has an increasingly negative impact on the tourism
Tourism is a small part of the total leisure industry, A product as this is the most expensive type of tourism
few thoughts on what some people think of as leisure product. (Becki Ellis) reviews antique treasure topics
activities, tourism is an industry that's made up of many covered in Solberg’s are Cannabis, Criminals, and Societies,
levels, from big airlines to basic tourism, travelling without Customs and Border Protection's 36% Slump in Anti-
your spouse can be lonely, Identifying tourism issues, how smuggling Cases, The review involving pushing and pulling
does tourism affect better than ever comfort and modern, systems (Robb,1998), Reviews International Political
Tourism coordination is necessary to let travelers report Philosophy.
their concerns. What is the purpose of tourism? Tourism and
the Importance of Transport and Barrier Tourism, Basic III. RESEARCH METHODOLOGY
tourism tactics, Period of religious-oriented tourism and
resulting cultural ramifications, Seize the opportunities of  Statement of the Problem
Tourism, these are certain things which are need to be Tourism is one of the most profitable industries in the
addressed to promote tourism in Karnataka. world today. Did you know there are over 400 Million
Tourist Travelers annually to all countries? Cultural
Marketing tourism products requires a keen understanding of various tourist destinations, the difference
understanding of the nuances that attract a particular set in a between successful and struggling businesses. 12% of
focus group or a demographic (Pearson, 1995). The art in tourists aren't temporary. Tourism go to places normally
attracting heritage tourists rests on knowing the sensitivities outside of their locations and it depends on mainly 3 major
in the cultures and finding resemblances with the place to industries like transportation, accommodation, tour
gain identity (Poria et al, 2006). A review on Heritage, while operators and tour agents.
living and travelling in different eras and cultures changes
your perspective, does living in the future make tourism for The best thing about India is that it is impossible to
heritage experiences obsolete? (Scofield et al, 1999) generalize India when compared to the world as India offers
a wider variety of sights, landscapes, food, Fantastic
What do management professionals define as the key Destinations, you'll Love Trekking in the Himalayan
factor in tourism to destinations (Silva, 1989) Make room on mountains, Karnataka is a kaleidoscope of nature’s
your list for this Michelin-starred series! No matter how the abundance. India in particular Gujarat as a wonderland for
economy is doing overall, you can make sure your business tourists, with a variety of rich commodities to explore, a
survives. It is a diverse type of tourism that demands multitude of captivating attractions. Karnataka is home to
introspection on the experience and on one's beliefs on many seekers of joy for any kind of traveler. A Study on the
things such as equality (Slitvold, 1996), As a result, the Promotional Strategies adopted by Heritage Tourism in
ability to generate quality blog posts in a short period of Karnataka. a questionnaire was devised to conduct the
time is essential. Currently, the market is flooded with survey.
advertisements for products believed to make life easier. But
these products are really created by consumers’ inputs.  Objectives of the Study
Consumers all around the world, voicing what they want in
an effort to make life better. Consumer is always given  To identify the promotional strategies adopted by
primacy. Heritage Tourism in Karnataka
 To study the availability of infrastructure in the form of
The great thing about heritage tourism is that, who basic facilities to attract both inland & Foreign tourists
often feels the most affinity for the ways of their ancestors?  To appraise the extent of growth of heritage tourism in
How environmental preservation has changed in the last 50 Karnataka
years (Stebbins, 1996), discuss the significance of the
Elsewhere Project and the project heritage and the Journey  Hypotheses for the Study
Continues. This is one of the reason as to why International
Organisation as argued, project heritage as the shared and  Null Hypothesis:
common heritage of humanity depicting the continuous There is no significant impact of the factors identified
evolution to seek spiritual comfort embedded in culture in promoting heritage tourism in Karnataka
(Siberberg,1995).

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Volume 8, Issue 6, June – 2023 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
 Alternate Hypothesis:  Sampling Technique & Sample Size
There is a significant impact of the factors identified in The population identified were various tourist spots,
promoting heritage tourism in Karnataka agencies, tour operators, simple random sampling technique
was adopted for this study. The sample size identified was
 Methodology 100

 Primary Data IV. DATA ANALYSIS AND INTERPRETATION

The current study involves both primary and
secondary data. The primary data have been collected Data Analysis chapter assess the Marketing Strategies
through survey method and a structured questionnaire was for Promoting Heritage Tourism in Karnataka. Data analysis
canvassed among the selected samples from various people presenting the results, analysis of what certain techniques
operating in the field of tourism. Primary study consisting of have been applying on a product to reveal its true state. This
quantitative method will be conducted in Karnataka research is largely concerned with the analysis of the
primary data. It aims to take users through an academic
 Secondary Data course in analyzing statistical relationships.
The secondary data pertaining to the study has been
collected from various agencies and sources like tourism The chapter also explains the most and least important
websites, Department of tourism, KSTDC, journals, articles, factors/ variables which impacts the research problem
newsletters, and magazines were relied upon. above. The Researcher has adopted a Simple Random
Sampling which is a Probability Sampling, hence the
statistical tools used are Descriptive Statistics, Regression
Analysis and Factor Analysis to analyze the data

A. Descriptive Statistics:

Table 1 Descriptive Statistics

Descriptive Statistics
N Min Max Mean Std. Deviation
Heritage Tourism Promotional Strategies 99 1 5 3.33 1.294
Heritage Tourism Administration 99 1 5 3.58 1.356
Preservation & Conservation of Heritage Tourism 99 1 5 3.58 1.356
Sensitization of Heritage Tourism 99 1 5 3.46 1.288
Heritage Tourism Facilities 99 1 5 3.17 1.415
Grievance Redressal Mechanism 99 1 5 2.93 1.402
General Awareness of Heritage Tourism 99 1 5 3.10 1.225
Heritage Tourism Infrastructure 99 1 5 2.99 1.241
Pricing of Tourism Packages 99 1 5 3.10 1.225
Rate the local Amenities while in tour 99 1 5 3.23 1.292
Rate the Activities in the destinations of package tour. 99 1 4 2.67 1.050
Rate your satisfaction level of the Promotional Activities of Heritage Tourism in Karnataka

The above Descriptive Statistics gives us the side-by- B. Chi-Square Test

side comparison of the all the variables. This makes us to A non-parametric test Chi-square was chosen to do the
quickly observe all the details of the data like total samples statistical test for the data compiled for this study. Chi-
(N), Minimum, Maximum, Mean and the Standard square compares two or more variables from randomly
Deviation and can infer how the data is deviated from the selected data. This test help us to find the relationship
mean and can also give information about each variables between two or more variables. The researcher has used MS
state in the analysis. Excel to calculate the chi-square and p-value for the data.
The entire calculations has been done using mathematical
formulas as Excel does not have an in-built function.

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Volume 8, Issue 6, June – 2023 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
 Questions used for Chi-square Test

Table 2 Questions used for Chi-square Test

Variables Variable Dimensions
Q6 Heritage Tourism Promotional Strategies
Q7 Heritage Tourism Administration
Q8 Preservation & Conservation of Heritage Tourism
Q9 Sensitization of Heritage Tourism
Q10 Heritage Tourism Facilities
Q11 Grievance Redressal Mechanism
Q12 General Awareness of Heritage Tourism
Q13 Heritage Tourism Infrastructure
Q14 Pricing of Tourism Packages
Q15 Rate the local Amenities while in tour
Q16 Rate the Activities in the destinations of package tour.
Q17 Rate your satisfaction level of the Promotional Activities of Heritage Tourism in Karnataka

 Hypothesis Defined for this Research

 Null Hypothesis:
There is no significant impact of the factors identified in promoting heritage tourism in Karnataka

 Alternate Hypothesis:
There is a significant impact of the factors identified in promoting heritage tourism in Karnataka

Table 3 Data Coded; Chi Square - Observed Value Table (O)

Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q13 Q14 Q15 Q16 Q17
18 28 28 30 24 20 16 14 16 21 0 30 245
37 37 37 17 19 14 20 19 20 25 26 17 288
17 12 12 29 23 23 32 32 32 17 31 29 289
14 8 8 15 16 23 20 20 20 28 25 15 212
13 14 14 8 17 19 11 14 11 8 17 8 154
99 99 99 99 99 99 99 99 99 99 99 99 1188

Table 4 Chi Square - Expected Value Table (E)

Chi Square – (O-E) Table

-2.42 7.58 7.58 9.58 3.58 -0.42 -4.42 -6.42 -4.42 0.58 -20.42 9.58
13.00 13.00 13.00 -7.00 -5.00 -10.00 -4.00 -5.00 -4.00 1.00 2.00 -7.00
-7.08 -12.08 -12.08 4.92 -1.08 -1.08 7.92 7.92 7.92 -7.08 6.92 4.92
-3.67 -9.67 -9.67 -2.67 -1.67 5.33 2.33 2.33 2.33 10.33 7.33 -2.67
0.17 1.17 1.17 -4.83 4.17 6.17 -1.83 1.17 -1.83 -4.83 4.17 -4.83

Chi Square – (O-E) ^2 Table

5.84 57.51 57.51 91.84 12.84 0.17 19.51 41.17 19.51 0.34 416.84 91.84
169.00 169.00 169.00 49.00 25.00 100.00 16.00 25.00 16.00 1.00 4.00 49.00
50.17 146.01 146.01 24.17 1.17 1.17 62.67 62.67 62.67 50.17 47.84 24.17
13.44 93.44 93.44 7.11 2.78 28.44 5.44 5.44 5.44 106.78 53.78 7.11
0.03 1.36 1.36 23.36 17.36 38.03 3.36 1.36 3.36 23.36 17.36 23.36

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Volume 8, Issue 6, June – 2023 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
Chi Square – (O-E) ^2/E Table
0.29 2.82 2.82 4.50 0.63 0.01 0.96 2.02 0.96 0.02 20.42 4.50
7.04 7.04 7.04 2.04 1.04 4.17 0.67 1.04 0.67 0.04 0.17 2.04
2.08 6.06 6.06 1.00 0.05 0.05 2.60 2.60 2.60 2.08 1.99 1.00
0.76 5.29 5.29 0.40 0.16 1.61 0.31 0.31 0.31 6.04 3.04 0.40
0.00 0.11 0.11 1.82 1.35 2.96 0.26 0.11 0.26 1.82 1.35 1.82

Chi Square Calculated 137.00

Chi Square Critical 60.48
p-value 0.000
 Inference drawn from Chi-Square Test:
Since the P-value (0.00) is less than α = 0.05, the researcher rejects the null hypothesis, “There is no significant impact
of the factors identified in promoting heritage tourism in Karnataka” based on the results from chi-square test.

V. FINDINGS, CONCLUSIONS &  People from different walks of life, educational

SUGGESTIONS background, age, students, graduates, visits these places
as study tour, educational purposes, research etc...
 Findings  The major factors influencing travel for domestic &
The above titled research started with a thorough foreign tourists are vacation, season, climate and events
review of literature, the advantage of reviewing the
literatures had provided the scope to carry out research work
in the area of heritage tourism. There existed some research  Conclusions
gaps both horizontally & vertically especially in this area of
topic chosen. Subsequently discussions had with  All the stakeholders in Karnataka Tourism should
academicians, professional in this area gave the researcher meticulously plan and execute promotional strategies
an insight and a sense of direction for framing the and implement all the factors mentioned above
questionnaire and also the collection of data. This research  With rich heritage tourism in Karnataka, department of
study resulted in the following findings followed by tourism should allure the tourists from different parts of
suggestions & recommendations. the world by promoting the infrastructure, facilities
available and provide the required ambience for tourists
 Karnataka Tourism is one of best destinations in the  Karnataka Heritage Tourism should showcase across all
country and play a important role in its development. national borders and utilize the tourist potentialities by
The attractions of any tourist destinations also depends using the right celebrities to promote.
on the various factors like facilities, infrastructure  A holistic approach should be provided for the tourists
available in the tourist places. as this will increase the inflow of people to visits
 Marketing Strategy from the department of tourism different destinations
(Karnataka) is based on Product (Destinations),  The opportunities are plenty to the Heritage Tourism in
Promotion of Products, Distribution People and finally Karnataka and in fact the tourism department can make
at what cost (price) this a Global Brand. Even the tourism department know
 The Promotional Strategies involved were on health that if they invest 100 rupees, they can get atleast 1000
tourism, cultural tourism, eco-tourism and more on rupees from this! This needs to be captivated to become
heritage tourism. The Karnataka tourism banked mainly the market leaders in heritage tourism in India.
on foreign tourists, but the domestic tourist ewer also
given importance.  Suggestions
 Karnataka tourism tide up with railways, airports and
harbor authorities. Hotel wings of KSTDC, Hampi  Tourism is an evergreen industry and the business can
Tourism were streamlined to facilitate the tourists always bring in a lot of revenues! The growth depends
 Heritage Tourism facilities, Sensitization of Heritage on attractive tourist destinations, facilities and
Tourism, Grievance Redressal Mechanism, General infrastructure at the tourist place. The Karnataka
Awareness of Heritage Tourism. Heritage Tourism Heritage Tourism can make a Public-Private-
Infrastructure, Pricing of Tourism Packages, Rate the Partnership (PPP Model) to raise funds and develop the
local Amenities while in tour! above requirements
 People on the other hand were trained on how to handle  The Karnataka Tourism should really work to Brand
the tourists and most significantly the socio-cultural Heritage Tourism as Brand is the buzz word today.
etiquette were given importance to handle both They should take or consult different states like Kerala,
domestic & foreign tourists. Gujarat and Rajasthan
 The respondents also stated that there are variety of
environmental factor, technology which has direct
impact on heritage tourism,

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Volume 8, Issue 6, June – 2023 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
 A lot of awareness, education is needed along with the
promotion of heritage tourism! We consider treat our
tourists are our guests and instill that the concept of
“Athithi Devo Bhava” still exists in Karnataka as these
tourists are cultural ambassadors and heritage tourism
gets promoted through word-of mouth.

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