PROJECT REPORT

Indira Gandhi National Open University

( IGNOU )
 TOPIC

POTENTIALITY OF MARKETING AND PROMOTING MEDICAL

TOURISM

AYURVEDA OF KERALA A CASE STUDY

Focusing on Ernamkulam District

Submitted by

JOYWIN JOY

Enrollment Number : 198848809

 ACKNOWLEDGEMENT

There are several people and organizations who made this project work
possible. I would first like to acknowledge my supervisor, Mr. Dineshan, Assistant
Professor, Department of Tourism, Munnar Catering College and all other faculty
members for their support throughout my project. I would also like thank for fruitful
collaborations and their invaluable guidance and motivation throughout the project.
PREFACE
This is a Project of 234 pages (54,518 words).The dissertation gives insight
to the strengths, weaknesses, oppourtunities and threats of the ‘Ayurveda Tourism
Industry’. In addition to this, this book also intended to point out the marketing
mix of the Ayurveda Tourism Industry. Also, gives a brief description on the role
of both the industry: Ayurveda and Tourism to attain the Ayurveda Tourism
targets.
Economic reforms are radically altering the industrial and business
environment. Hence, the study also analysed the external and internal
environment
Through well structured 7 chapters, the project comprehensively covers the
subject “A study on marketing of Ayurveda Tourism with special reference to
Ernakulam District, Kerala.” The introduction chapter provides in-depth
discussion on the history of kerala ayurveda. This is followed by the world
medical tourism scenario and the relevence of kerala ayurveda tourism. This
chapter also provides information regarding the scope of the study subject,
objectives of the study, and the limitations of the study.
The literature has been reviewed very elaborately in chapter 2 and depicted
Chapter also describes the terms like ‘Ayurveda, tourism, ayurveda tourism,
medical tourismetc… and gives a theoretical frame work used for the study.
Chapter 3 defines the methodology used for the research, the descriptions about
samples and samples sizes. The 4th chapter is devoted to the data analysis, its
interpretations and testing the hypothesis drawn. This is followed by the Findings,
suggestions and recommendation, conclusion chapters.
To define and understand the concepts of Ayurveda, medical tourism,
ayurvedatourism, marketing mix, SWOT analysis etc…many libraries and books
have beenused, especially the Marketing Management by Philip Kotler, (2012,13
th Edition, of Dorling Kinderrsley (India) Pvt. Ltd, and (1986), 5th edition,
Prentice –Hall of IndiaPvt. Ltd, New Delhi), Marketing Management by
V.S.Rangaswamy & S.Namakumari (Macmillan India Ltd., New
Delhi,1995),Health Tourim in India by M.Sarngadharan
 (New Century Publications, New Delhi, 2009), Tourim Marketing & Crisis
Management by Romila Chawla (Rajat Publications, New Delhi,2008),The
Findamantal Principles of Ayurveda by Dr.C.Dwarakanath (Oriental
Publishers,Varanasi, 2003) and History of Ayurveda by N.V.Krishnan Kutty
Warrier (Department of Publications’ Arya Vaidya Sala,
Kottakal,2009,1980).While explaining the topics especially the history and origin,
myself also have drawn from the websites, the library of Government Ayurveda
College , Thripoonothura and the library of Cochin University of Science and
Technology, Kalamassery .
 CONTENTS

Page No.

Acknowledgement

Preface

List of Tables

List of Figures

Chapter 1. Introduction 1-31

World medical tourism scenario

Indian Medical Tourism Initiative

Kerala medical tourism industry

Kerala Ayurveda Tourism Industry

Ayurveda tourism in Ernakulam district

Need of the study

Scope of the study

Statement of the problem

Objectives of the study

Limitation of the study

Chapter 2. Review of Literature 32-49

Literature Rewiew

Need for the research in the area of marketing of Ayurveda

Tourism in Ernakulam District
Theoretical frame work of the subject “ marketing of
Ayurveda Tourism in Ernakulam District”
Chapter 3. Project Research Methodology 50-60

Type of research of the study

Research design

Research Model for the study of marketing of Ayurveda

Tourism in Ernakulam District

Sampling technique

Data Collection

Period of Study

Tools of data collection

Tools of Analysis

Tools that are used for analyzing and test the significance are
Project Theory developed

Chapter 4. Analysis & Interpretation 61-89

Analysis of data collected from the classified Ayurveda

treatment centres in Ernakulam District

Analysis of data collected from the non- classified ayurveda

treatment centres in Ernakulam District

Analysis of data collected from Government Ayurveda hospitals

Analysis of data collected from the hotel and resorts with

ayurveda tourism products & services in Ernakulam District

Analysis of data collected from the hotel and resorts without

ayurveda tourism products & services in Ernakulam District

Analysis Of Data Collected From Travel Agents

Tools of Analysis

Data collected from the municipalities and Corporation

Derivatives tables from the Ayurveda tourism Industry in

Ernakulam District
Chapter 5. Findings 90-132

Marketing of Kerala Ayurveda tourism in Ernakulam

Marketing Mix Variables / Four Ps Of Ayurveda Tourism

Marketing In Ernakulam District

Behavioural / Environmental Variables Of Marketing

of Ayurveda Tourism In Ernakulam District

The Marketing concept of Ayurveda tourism industry in

Ernakulam District.

The role and relationship of both the industry: Ayurveda and

tourism industry to attain the tourism targets of Ernakulam district

SWOT Analysis Of Ayurveda Tourism In Ernakualm District

Chapter 6. Recommendations & Suggestions 133-141

Recommendations & Suggestions

Chapter 7. Conclusion 142-146

Marketing process of Ayurveda tourism in Ernakulam

district Scope for further study

Bibliography 147-152
 LIST OF TABLES

Table No Title Page No

1 UK, Outbound medical tourist for dental care 2006- 5
2010
2 The cost of Medical Procedures in Selected Countries 6
3 ForeignTourists Arrival to INDIA & Foreign Exchange 7
Earnings 2005-2010
4 TOP 10 SOURCE COUNTRIES FOR FOREIGN 8
TOURISTS ARRIVALS IN INDIA 2005-2007
5 TOP 10 SOURCE COUNTRIES FOR FOREIGN 8
TOURISTS ARRIVALS IN INDIA 2008-2010
6 Foreign Tourists Arrival in India According to purpose 10
of Visit 2009-2011
7 Top 5 Inbound Medical Tourists To India – 2009 10
8 Top 5 Inbound Medical Tourists To India – 2010. 11
9 Top 10 Medical Tourists Source Countries - According 12
To Their Purpose Of Visit 2011
10 Proportion of Foreign Tourist visit to Kerala 2005-2010 15
11 Kerala Tourism arrival and earnings 2005-2010 16
12 TOP 5 SOURCE COUNTRIES FOR FOREIGN 17
TOURISTS ARRIVALS TO Kerala 2005-2007
13 TOP 5 SOURCE COUNTRIES FOR FOREIGN 17
TOURISTS ARRIVALS TO KERALA 2008-2010
14 District – Wise Distribution of certified Ayurveda 19
Centres
15 District wise distribution of certified Ayurveda centres 20
as Olive & Green leaf 2005-2010
16 Tourist arrival and earnings –Ernakulam District 2005- 23
2010
17 Source countries and Foreign Tourist Arrival to 24
Ernakulam Dist 2005-2010
18 TOP 10 SOURCE COUNTRIES FOR Foreign Tourists 25
Arrivals to Ernakulam Dist 2005-2007
19 TOP 10 SOURCE COUNTRIES FOR Foreign Tourists 25
Arrivals Ernakulam Dist 2008-2010
20 Channel partners contribute to the Ayurveda Tourism in 27
Ernakulam District
21 Certified Ayurveda centres in Ernakulam Dist as Olive 27
& Green leaf certified
22 Correlation between brand loyal seasonal foreign 71
Ayurveda Tourists and brand loyal seasonal domestic
Ayurveda tourists.
23 Correlation between new seasonal foreign Ayurveda 72
Tourists and new seasonal domestic Ayurveda Tourists.
24 Correlation between the Travel agents, Supply of 73
Tourists to Ayurveda facilitators and Ayurveda
facilitators’ supply of Tourists to travel agents
Ayurvedic Fecilitators Travel Agent to Ayurveda
Fecilitators
25 Correlation between guest supplied to the hotels by 74
Ayurveda facilitators and number of guest supplied by
the hotels to aAyurveda facilitators.
26 H0: Classification of Ayurvedic Centres has no 75
significance in the arrival of foreign tourist in
Ernakulam District.
27 H0: Travel agent has less significance in the supply of 76
Ayurvedic Tourists to the Ayurvedic Facilitators
inErnakulam District.
28 H0: Kerala Tourism Department has no significance in 77
promoting Kerala Ayurveda Tourism in Ernakulam
District.
29 H0 : Tourists of Hotels and Travel Agents have less 78
significance of preference for Ayurveda compared with
tourists in Treatment Centres in Ernakulam District.
30 H0 : Inbound foreign tourists prefer Ayurveda to 79
Domestic Tourist in Ernakulam District.
31 H0 : Average amount spent by the Ayurveda Tourists is 80
less than Rs. 20,000 in Ernakulam District.
32 H0 : Ayurvedic Tourism Industry has contribution to the 81
tourism industry to attain their goal in Ernakulam
District.
33 H0 : Ayurveda Tourists spend 8 – 14 days on an average 82
in Ernakualm District. And has significance in the
average duration of stay by the tourists in Ernakulam
District.
34 H0: Foreign Ayurvedic Tourists prefer Wellness 83
Treatment in Ernakulam District.
35 H0 : Ayurvedic Tourism product is determined 84
according to the requirement of the Client in Ernakualm
District.
36 H0 : Ayurvedic Facilitators in Ernakulam District 86
decides the place factor not according to the potential of
foreign tourists arrival.
37 H0 : Ayurvedic Facilitators in Ernakulam District 87
follows Demand oriented pricing method.
38 H0 : Purpose of visit of foreign tourists in Ernakulam 88
District is not alone for Ayurveda.
39 Percentage preference for Ayurveda by the Tourist for 91
treatment in Ernakulam District.
40 Ayurveda Tourism preference among Foreign & 92
Domestic Tourist in Ernakulam District.
41 Product Determination by Ayurveda facilitators in 95
Ernakulam District Product
42 Preference of Channel Partners of Ayurveda Tourism 98
facilitators to reach Ayurveda tourism in Ernakulam
District
43 Place determination by Ayurveda facilitators in 99
Ernakulam District.
44 Pricing Method followed by the Ayurveda facilitators in 101
Ernakulam District
45 Promotion done by the Ayurveda facilitators in 103
Ernakulam District
46 Promotion of Ayurveda Tourism by Kerala Tourism 104
Deptartment in Ernakulam District
47 Average number of seasonal Brand Loyal Foreign 110
Clients for Ayurveda Tourism annually in Ernakulam
District.
48 Average number of Brand Loyal Seasonal Domestic 111
Clients annually in Ernakulam District
49 Average percentage of Ayurveda Tourists supplied to 112
the Hotels annually by Ayurveda facilitators in
Ernakulam District
50 Average percentage of Ayurveda Tourists provided by 113
the Hotels annually to Ayurveda facilitators in
Ernakulam District
51 Average percentage of Ayurveda Tourists supplied to 114
the Travel Agents by Ayurveda facilitators annually in
Ernakulam District
52 Average percentage of Ayurveda Tourists provided by 115
the Travel Agents to the Ayurveda facilitators annually
in Ernakulam District
53 Contribution of Ayurveda Tourism in attaining 116
organizational Goal in Ernakulam District.
54 Percentage Contribution of Ayurveda Tourism to attain 117
Organisational Goal in Ernakulam District.
55 Average number of days spent by Inbound Ayurveda 118
Tourist or treatment in Ernakulam District.
56 Average amount spent by Inbound Ayurveda Tourist for 119
treatment in Ernakulam District.
 LIST OF FIGURES

Fig. No. Title Page No.

1 Model of Medical tourism Process 4
2 Foreign tourists arrival in India According to purpose of 11
Visit-2010
3 Top 10 Source countries of India and Medical tourists 13
4 Distribution of certified Ayurveda Centres in Kerala 20
5 Ayurveda institutions in Kerala, certification as Olive & 21
Green leaf 2005-2010
6 Tridoshas (30) 44
7 Research Process 52
8 Research Model for the study of marketing of Ayurveda 54
Tourism in Ernakulam District
9 Qualitative classification of Ayurveda Tourism in 57
Ernakulam District
10 Percentage preference for Ayurveda, by the Tourist for 92
treatment in Ernakulam District
11 Ayurveda Tourism preference among Foreign & 93
Domestic Tourist in Ernakulam District
12 Core Concepts of marketing 94
13 Product Determination by Ayurveda facilitators in 96
Ernakulam District
14 Preference of Channel Partners of Ayurveda Tourism 99
facilitators to reach Ayurveda tourism in Ernakulam
District
15 Place determination by Ayurveda facilitators in 100
Ernakulam District
16 Pricing Method followed by the Ayurveda facilitators in 102
Ernakulam District
17 Promotion done by the Ayurveda facilitators in 104
Ernakulam District
18 Promotion of Ayurveda Tourism by Kerala Tourism 105
Deptartment in Ernakulam District
19 Average number of seasonal Brand Loyal Foreign 111
Clients for Ayurveda Tourism annually in Ernakulam
District.
20 Average number of Brand Loyal Seasonal Domestic 112
Clients annually in Ernakulam District
21 Average percentage of Ayurveda Tourists supplied to 113
the Hotels annually by Ayurveda facilitators in
Ernakulam District
22 Average percentage of Ayurveda Tourists provided by 114
the Hotels annually to Ayurveda facilitators in
 Ernakulam District
23 Average percentage of Ayurveda Tourists supplied to 115
the Travel Agents by Ayurveda facilitators annually in
Ernakulam District
24 Average percentage of Ayurveda Tourists provided by 116
the Travel Agents to the Ayurveda facilitators annually
in Ernakulam District
25 Percentage Contribution of Ayurveda Tourism to attain 117
Organisational Goal in Ernakulam District.
26 Average number of days spent by Inbound Ayurveda 118
Tourist for treatment in Ernakulam District
27 Average amount spent by Inbound Ayurveda Tourist for 120
treatment in Ernakulam District
28 Collaboration framework options & considerations 141
29 Juggling of Marketing Mix variables of Ayurveda 143
Tourism In Ernakulam District with environmental
variables
30 Ayurveda Tourism process and its Beneficiaries at 145
Ernakulam Dist.