The Effect of Media on a Particular Touristy Destination Kashmir in India – Case Study Example

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The paper "The Effect of Media on a Particular Touristy Destination Kashmir in India " is a good example of a case study on media.   Now has come to a stage where, the tourism destinations are to be marketed on the global market place, as a result of increased globalization and competition. In this context of the race to attract tourist comes the media. There had been many studies and researches done worldwide to pinpoint how the media influences tourism and it had been established that the effect is high but it is always either positive or negative. In this light, it was felt that it would be appropriate to study the effect of media on a particular touristy destination.

For this study, the place chosen is Kashmir in India- described as the Paradise on Earth. It would be a perfect destination as of late the Jammu and Kashmir had been on news for varied reasons. Section A: Positive and negative representation of the destination in the media: The Advertisement for mainly falls into two categories as the print and the graphics media.

The promotion of Kashmir is mainly undertaken by the Tourism Department of J& K, remaining by the leading travel agencies and tour operators worldwide. The print media includes advertisements in leading Newspapers in India and abroad, travel articles written in papers by journalists and freelancers, the travel experience of the visited tourist. Whereas the graphic media, it is mainly the advertisements seen in TV and Radio- the latest of the catch being the “ Incredible India “ that has been launched by the tourism department of India as a process to attract tourist worldwide by featuring all the best tourist destination in India, with the star of the list being Kashmir new powerful Internet both Government of India, private tour operators have launched their own websites that feature all the strong and attractive points of Kashmir, the places to be seen, and the comforts offered and the process of coming to Kashmir. The Kashmir is advertised positively, mainly by the Indian Media in the Newspapers and online platforms.

The positive features are circulated in newspapers in India and in neighboring countries as China, Nepal, etc.

In countries like the US, Australia, it is mainly the website of J& K Government and private tour operators that does a positive advertisement of them.      

References

1. Vincent C. S. Heung, Hailin Qu and Raymond Chu, The relationship between vacation factors and socio-demographic and travelling characteristics: the case of Japanese leisure travellers , Tourism Management ,Volume 22, Issue 3, June 2001, Pages 259-269

2. Jim Macbeth , David Maguire, Tourism and the media by Christian Nielsen. Hospitality Press, Melbourne, Australia, 2001. no. of pages: 254. price: $A100 (paperback) ISBN 1-86250-487-3.

3. Margrete Lexow (International College of Tourism and Hotel Management, Australia) and Johan R. Edelheim (Southern Cross University, Australia), Effects of Negative Media Events on Tourist’s Decisions,International Tourism and Media Conference 2004,http://www.reportbuyer.com/leisure_media/tourism_travel/analyzing_destination_marketing_online.html.

4. Annual Report, Ministry of Tourism 2005

5. Official Website of Jammu & Kashmir Government , www. j&k tourism.com

6. Travel advice by Country, Uk Foreign and Common Wealth office23 January 2008http://www.fco.gov.uk/servlet/Front?pagename=OpenMarket/Xcelerate/ShowPage&c=Page&cid=1007029390590&a=KCountryAdvice&aid=1013618387153

7. Blank, Jonah. "Kashmir–Fundamentalism Takes Root," Foreign Affairs, 78,6 (November/December 1999): 36-42.

8. Schofield, Victoria. 1996. Kashmir in the Crossfire. London: I B Tauris.

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