While working on a project for the Ministry of Tourism, I ran into some shameful comments on the Indian tourism industry. Tourists returning from India commented negatively on the glossy ads and brochures which were used to sell India as a tourist destination. The tourists not only decried India’s lack of infrastructure to support tourism, but also spoke disparagingly about the sites and services. They said it was bad public relations.
One tourist commented, "They showed us a picture of the Taj Mahal with descriptions of crystal clear blue waters flowing by, and all we got to see is a dirty grey river flowing next to it." Another remarked, "They said, in India, the guest is God; but believe me, their cabs are god-awful." A third tourist talked about a visit to a temple which was described on the Internet as "the perfect place for meditation… but an actual visit revealed a coterie of touts asking for money, squabbling auto-rickshaw drivers and beggars."
This tourism episode is not a stray example. And, these responses from angry tourists are not uncommon. There’s a bigger discussion here. Everyday we are exposed to advertising messages which promise us the world, only to leave us in the lurch in the most trying moments. Haven’t you fallen for that TV commercial or that print ad which promised ‘more car per car’? Only it turned out to be more car trouble per car… after you bought it. As it stands, few advertising messages measure up to customer trust.
Once again, this advertising message about ‘more car per car’ has not been singled out for criticism, but only to illustrate a point. The point being, both advertisers and the media carry a responsibility of trust – a trust between a brand, a via media and a customer. This trust ought to be nurtured – not wasted, nor eroded or destroyed. Advertisers know that the media is a powerful tool in the process of communication and building trust. They should think about how well the content of their messages responds to customer demand for honesty and impartiality.
Perhaps then, we’ll be able to market our country as a superior travel destination to the outside world, without any feelings of shame.
15 July 2005
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1 comment:
for the amount the cabs are there in india,,the visitors shud not complain.. i bet even they hire the personal car for whole day,,thats like under 15 dollars...for 15 dollars u dont get anything anywhere in developed nations. There are some good paid tours in india and they let u bypass the touts etc. shud remember india is still a third world country,,and for the price the tourists pay its still a good bet,,,but point taken that we can improve a lot and increase tourism in india many folds.
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