Tour Package and Selection of Backwater Destinations in Kerala – Survival and Sustenance Post-COVID-19 and the Role of Promotions

Abstract

Kerala is considered to be the must-see locations in a life time of a tourist. Tourism has become an important vital cog in the economy of the state of Kerala. The state boasts of an excellent road and rail networks, lakes and natural canals and the backwaters. The study was done in the back water destinations – Alappuzha, Kollam, Kottayam and Kuttanad. The study was carried out to learn about the relationship between the brand name of the backwater tour operator, the offers they give and the selection of backwater destination post-COVID-19. This descriptive study was conducted through a survey method. The study used qualitative approach by using a questionnaire and the total sample composed of 400 respondents. Analysis was done with the help of chi-square. The researcher found that there exists a significant relation between offers in tour package and backwater destination, but there is no significant relation existing between brand name and selection of a backwater destination.

Citation

Chandrasekar, K.S. (2024), "Tour Package and Selection of Backwater Destinations in Kerala – Survival and Sustenance Post-COVID-19 and the Role of Promotions", Misra, R.K., Purankar, S.A., Goel, D., Kapoor, S. and Sharma, R.B. (Ed.) Resilient Businesses for Sustainability (Advanced Series in Management, Vol. 34A), Emerald Publishing Limited, Leeds, pp. 25-30. https://doi.org/10.1108/S1877-63612024000034A003