https://www.surveymonkey.com/r/npiusssdec2016

COLLABORATIVE DESTINATION MARKETING: THE CASE OF BUDDHIST CIRCUIT

CASE ABSTRACT

            This case study examines collaborative destination marketing in the context of Buddhist Circuit (BC) in India. The Buddhist Circuit is a religious network of destinations, based on the footprints of the Lord Buddha across the Bihar and Uttar Pradesh. This iconic circuit includes High Significance Holy Sites (HSHS) where the Buddha actually spent time. The complex cultural landscape of Buddhist Circuit incorporates a wide variety of stakeholder interests. Some of the prominent stakeholders are international Buddhist community, local and regional authorities, urban and tourism planners, entrepreneurs, shopkeepers, vendors, agricultural labourers, NGOs and domestic and international travellers.  This religious network of destinations marked a turning point in the transformation of destination’s spatial landscape from a contested site of religious faith to an international Buddhist destination. To promote the Buddhist Circuit as a single tourist destination, all the tourism stakeholders are giving attention on Co-branding, joint advertising campaigns and public relations exercises in major tourist-generating regions, offering thematic packages and itineraries, promotional prices on tour packages and  jointly participation in travel marts/fairs and road show.

PEDAGOGICAL OBJECTIVES:

After completing this case study, learners should be able to:

·       Provide a comprehensive understanding to and explanation of the collaborative marketing as a core concept to the marketing of a tourist destination.

·       Identify the stakeholders and their roles in collaborative destination marketing.

·       Assess the relationship between destination marketing and networking, in developing collaborative marketing strategies.

·       Analyse the factors that influence collaborative destination marketing among the stakeholders.

CASE POSITIONING AND SETTING:

            This  case study can used in MBA, MBA (Tourism), PGDM (Tourism & Travel) and Certified Destination Management Executive (CDME) Programmes and in the teaching the nuances of collaborative marketing to senior destination managers and tourism planners.

Keywords: Buddhist Circuit, Collaborative Marketing, Networking, Stakeholders.

Tourism Intelligence Club

VISION

To develop intellectual competence and live projects among the students through collaborative learning.

MISSION

The mission of Tourism Intelligence Club (TIC) is to advance the understanding of tourism concepts by an integration and convergence of the tourism theory and it practices and to empower learners through information, education and simulation exercise that will enrich team work, collaborative learning and their profession development.

THE CONTEXT

§  New Skill Competencies in Dynamic Business Environment -Knowledge, Skill and Attitude(KSA)

§  Industry Expectation: Communication skills, Inter-personal skills, strong foundation of domain knowledge, awareness of changing business environment, technology proficiency, and attitude of MBA graduates.

§  Application Orientation: There is pressing need to imbibe application oriented thinking, based on sound knowledge of management theories, principles and concepts. Management education needs to move out class room and instead focus on group activity, field work, experimental learning etc. This can be achieved only through a radical change in evaluation pattern and course delivery methodology.

§  Integrate Meta Skill sets: B-Schools are expected to imbibe varied expects of ‘learning beyond the syllabus through innovative curriculum design, contemporary syllabus, effective delivery and comprehensive evaluation.

CAREER IMPACT

§  Reading and listening skills

§  Problem solving skills

§  Orientation of Global perspective

§  Peer-based-Learning- Ability to work in groups

§  Learning by application and doing-Experiential learning

SUGGESTED COMPONENTS OF TIC

§  Case Study/Situation Analysis-(A Group Activity or Individual Activity)

§  Open Book Test

§  Field Visit/Study tour and report of the same

§  Small Group Project and presentation/Viva –Voce

§  Learning Diary

§  Group Discussion

§  Story Telling

§  Role Play

§  Thematic Presentation

§  Literatutre Review/Book Review

§   Quiz

§  Written Home Assignment

§  Industry Analysis (Group Activity or Individual Activity)

§  Documentaries

§  Collaborative Field based Assignment

§  Any other activities 

Teaching Plan

Tourism Entrepreneurship and Venture Creation
Course Objectives		The major emphasis of the course will be on creating a learning system through which MBA (TTM) students can acquaint themselves with in-depth appraisal of topics in the Entrepreneurship & New Venture Creation and special challenges of starting new ventures and introducing new product and service ideas in tourism and allied sectors. §  To instil a spirit of entrepreneurship among the students participants. §  To provide a holistic overview on the competence needed to become an entrepreneur.   §  To develop necessary knowledge and entrepreneurial skills among the students.  §  To give insight into starting new venture in tourism and allied sectors.
Course Code		PGTTM3C0001T
No of Credit		04
Total Marks		100
Semester		Third
Teaching Method		Lecturing, Case Study, Group Discussion, Quizzing and Extempore
Learning Outcome		Knowledge, Comprehension, Synthesis,  and Application
Practical Activities		Tourism Intelligence  Club(TIC)
Course In charge		Mr. Ranjeet Kumar Raman, Assistant Professor
NO OF CLASS	NO OF HOURS	TITLE OF TOPIC TO BE TAUGHT	SUGGESTED READING SL. NO
01	01	The concept of entrepreneurship	11
02	02	Theories of Entrepreneurship	,3, 7,11
01	01	The entrepreneur : Definition and concept	3, 7,11
01	01	Classification of entrepreneurs	3, 11
01	01	Entrepreneurial competencies	3, 7,11
01	01	Characteristics of entrepreneurs	11
01	01	Role of entrepreneurship in nation building	6, 10, 11
02	02	Social Entrepreneurship: Concept and Case of Ashoka Innovators for the Public	2, 11, 12
01	01	New Venture Creation-Exploring Tourism Business Opportunities: Introduction	3,4,7,11
02	02	Creativity, Innovation and Entrepreneurship	6, 7
01	01	Innovation-driven Entrepreneurship: Putting India in the Global Map	6
01	01	Understanding Business Incubation	6
01	01	Role of R & D and University/institutions in creating new venture	6
01	01	Tourism Industry & SMTEs perspectives	3, 4
01	01	Tourism–related business opportunities	3, 4, 6
02	02	Developing Entrepreneurial Marketing: Networks and collaboration	3,4,6,11
03	03	Financial support for new venture creation-Role of banks, Venture Capital, Angel funding etc	3, 6, 11
02	02	Feasibility study: Testing your business Ideas	3,4 ,5,6,11
01	01	Purpose of feasibility study	3,4 ,5,6,11
01	01	Feasibility study: advantages/disadvantages	3,4 ,5,6,11
03	03	Components of feasibility study: Market feasibility,Production/Technical feasibility, Financial feasibility and Organizational/ Management feasibility	3,4 ,5,6,11
01	01	Business Plan-The Roadmap to Success: Definition & Purpose	3,4 ,5,6,11
01	01	Principles of planning	3,4 ,5,6,11
01	01	Importance of business planning	3,4 ,5,6,11
02	01	Components of business plan	3,4 ,5,6,11
01	01	Format of a Business Plan	3,4 ,5,6,11
02	02	Project Proposal for Tourism Business Verticals	3,4 ,5,6,11
01	01	Policy Framework of Ministry of Skill Development & Entrepreneurship	e-Resource
01	01	National Policy on Skill Development & Entrepreneurship-2015	e-Resource
01	01	Ease of Doing Business- Central Government Initiatives	e-Resource
01	01	Make In India and Start-ups India etc.	e-Resource
02	02	Business Support Organizations/Institutions (NSTEDB, NIF, NIESBUD, EDII, IIE, JKEDI etc.).	e-Resource
02	02	Micro, Small, Medium Enterprises Development (MSMED) Act.	e-Resource
01	01	Location of enterprises	3,4, 11
01	01	Factors influencing the location of projects	3, 4, 11
02	02	Steps for starting a MSMEs	4, 11
01	01	Selection of types of ownership organization	3,11
03	03	Guidelines for selected Tourism Enterprise (e.g., Bed and Breakfast, Guest House, Restaurant (Stand alone), Domestic Tour Operator, Travel Agency, Tourist Transport Operator).	4
Reading References
1.     Anil K. Lal and Ronald W. Clement (2005). Economic development in india: the role of individual enterprise (and entrepreneurial spirit), Asia-Pacific Development Journal, Vol (12), No (2), 1-39. 2.     Atu Bagus Wiguna and Asfi Manzilati(2014).Social Entrepreneurship and Socio entrepreneurship: A Study with Economic and Social Perspective. Procedia - Social and Behavioral Sciences 115 (2014) 12 – 18. 3.     Alison Morrison, Mike Rimmington and Claire Williams (1999). Entrepreneurship in the Hospitality Tourism and Leisure Industries. Elsevier Ltd. 4.     Chowdhary, N & Prakash, M (2010). Managing A Small Tourism Business, Matrix Publication, New Delhi 5.     Danilo L, Fonollera (2009). Feasibility Study, Project Proposal and Business Plan, Western Midanao state University, Philippines. 6.     Developing Ecosystem for Knowledge to Wealth Creation, National Science & Technology Entrepreneurship Development Board (NSTEDB) Department of Science & Technology. 7.     Entrepreneurship: New Venture Creation by David H. Holt. 8.     Mihai Lisetchi and Laura Brancu(2014). Procedia - Social and Behavioral Sciences . 9.     Michael Morris (2011). Starting a Successful Business. Koganpage 10.  The effect of entrepreneurship on national economic growth: an analysis using the GEM database. 11.  Vasant Desai (2014).The Dynamics of Entrepreneurial Development & Management. Himalaya Publication House. 12.  W. Zhao et al.(2011). Social capital and tourism entrepreneurship, Annals of Tourism Research 38 (2011), 1570–1593.