Secured FIRST PRIZE in the competetion organized by U.P Tourism in IIM Lucknow
Travel Trails
Uttar Pradesh Tourism marketing case study
IIM Lucknow annual business, cultural & sports fest
Event Partner Uttar Pradesh Tourism
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Project
Understanding
Developing
Brief
the customer
Strategies
4 Creating
Meanings
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Travel Trails
Uttar Pradesh Tourism
2
Understanding
the customer
A group of 20 participants were asked to choose 5 visuals out of given 10 visuals keeping in mind their aspirations when it comes to travel. Following are the visuals majority of people selected.
FORCED Metaphor Elicitation
To understand what and how the consumers think by dwelling deeper into their subconscious mind.
Keywords: Leisure, Experience, Fun, Memories, Vibrant
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Developing the strategies
Human centric approach has been adopted while developing strategies, keeping needs & wants of customer into consideration.
Decision making
process Need Recognition
Creating meanings and memories of the trip
Information
Sources of information: Internet | Print/TV | Word of mouth
Gathering
Existing
Redesigned
Scenario
Scenario
Uttar Pradesh lacks visibility on internet
Increase visibility of Uttar Pradesh on internet Strategy Search engine optimization
Analyzing
Information
Anand is planning a vacation with his family next month. Aspirations: An adventurous yet relaxing and luxuriate budget trip Expectations: A package that caters to all the family members of different age groups.
Existing
Redesigned
Scenario
Scenario
Lack of human factor & design on webpage
Visually dominating webpage, providing a virtual EXPERIENCE of the cities of Uttar Pradesh
Strategy Highlighting the visuals
Highlighting the visuals Human brain processes sensory information primarily in form of visuals, therefore cities of Uttar Pradesh is highlighted using attractive images.
Development
and evaluation
of alternatives
Existing
Redesigned
Scenario
- No facility for online booking
Scenario - Online booking facility provided - Limited number of package options to choose from, with basic facilities set as defaults
Strategy Choice Architecture - It is particularly hard for people to make good decisions when they have trouble translating the choices they face into the experiences they will have. - Required choice: defaults are inevitable.
Development
and evaluation
of alternatives
Existing
Redesigned
Scenario
Scenario
- No facility for online booking
- Once the customer selects a package, he get feedback based on the customer review. He may now proceed to payment.
Strategy Collaboration filtering - Humans use judgments of other people who share common taste to filter through the vast number of choices.
Anand went on the trip with his family, creating memories and experiences
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Creating meanings
If everyone makes their own meanings, how can we cater to the mass?
Act on
Decision
Purchasing the package
Family photographs as giveaways Interactive competition to increase interest among tourists Special narrative guide system to engage tourists while travelling
Presentation
(End Deliverable)
Thank you for your time!