Public relations constitute a distinctive way of promotion by building high visibility in the public sector, as a strategy for promoting an organization, its products or services. Public relations represents a strategic form of...
morePublic relations constitute a distinctive way of promotion by building high visibility in the public sector, as a strategy for promoting an organization, its products or services. Public relations represents a strategic form of communication, which focuses on gaining the audience's understanding and acceptance, as well as on the process of building a good relation between an organization and the public. (Petrovici, 2014) The borders between countries have started to disappear; thanks to the effects of globalization as transportation has become much easier compared to the last century or even the last decade. The industry of Travel and Tourism has exponentially grown in the past few years and with it, the competition; along with Advertising and Marketing Public Relations playing a major role as a tool for promotion. (Vesajoki, 2002) Hence, in the tourist sector Public relations is more than a necessary as it gives a third party view about the place by building a positive image of the location and all that it has to offer without sounding/looking sales-y and in increasing the visibility of the destination to attract a significant number of tourists. (Ceylan, 2007)
Nagaland is one of the seven sisters situated in the extreme part of North East India known for its rich bio-diversity, its lush and pristine forests and its diverse cultural heritage; with a total of 16 tribes which showcase their own unique cultural elements. (Ngullie M. Z., 2016) The outside world knew the Nagas as Head-hunters, although this is a thing of the past; traditionally they were fierce warriors, yet Nagas are amiable by nature and highly hospitable to guests and visitors. Nagaland is popularly referred to as the “Land of Festivals” because each of the 16 tribes has at least 2 festivals during the sowing season and during its harvest, life in Nagaland is one long festival. (S, 1997) The tourist scene in Nagaland is a relatively new concept started only in 1981 when the Department of Tourism was established; the Government of Nagaland has been taking up multi-developmental activities over the years and has witnessed development in a few major districts and has attained much appreciation from the nation and in international levels from the promotion of the Hornbill Festival in December, which has become a mega tourism event in the State. The exquisitely picturesque landscape, the vibrantly colorful sunrise and sunset with a lush and verdant flare; this is a land that represents extraordinary beauty, moulded perfectly for a breath-taking experience to whoever visits. However, the issues in terms of tourism in Nagaland is prevalent, with the majority of the tourists that Nagaland receives is during the Hornbill Festival that happens during December each year. According to previous research “The state of Arunachal Pradesh held the highest 40% of tourist interests followed by Assam 20%, then Meghalaya 20%, Tripura 10%. The states like Mizoram, Nagaland and Manipur shared 10% among themselves. The data demonstrate that interests of tourist are relatively lower in these states. Only people who visited these places were largely interested in buying wooden products in majority and made 70% of the total respondents. The 15% respondents have also shown their interest to buy products made by tribal people, 10% silk product and 5% woolen products. Apart from tourism, these products are the main sources of income for the local people.” (Archan Mitra, 2017) This research aims to find the issues faced by the tourists and to find out how Public relations would help in achieving sustainable tourism in Nagaland.
The maximum of the advertising for tourism revolves around the major festival that happens once a year, first week of December where the government has embarked upon exploiting the cultural assets of the state. This takes away from the fact that Nagaland is more than that one festival, with a colorful and vibrant history of culture and culinary treasures; scope for rural tourism which is a part of eco-tourism showcasing the rural life of the indigenous people of each district while enjoying the landscape. This is exactly what this research aims to find out, how to create a tourist friendly, easy, comfortable and safe way for tourists to enjoy the full experience to be a Naga and to find out how public relations play a major role in doing so.
This would help in the awareness and scope for the promotion of tourism in Nagaland which in turn contributes to India’s tourism and economy as a whole.
The following are the objectives:
To compare the tourist foot traffic in other NE states (Local)
To analyze the tourist inflow from 2015-2018 in Nagaland (Local)
To identify the issues related to low tourist inflow
To develop a strong Public relation consultancy to increase tourist inflow.
This research is to conclude that Public relations could majorly help in the proper placement of the state as a safe and comfortable stay with beautiful landscapes by offering a third party view of travelling in the interiors of Nagaland all round the year. The usage of Public relations would help in branding and placing the state in a positive light in defiance of the past records and misconceptions of it being unsafe and unwelcoming because of the prevalent insurgency and violence made popular by media. The unique food habits and way of life which was a negative aspect for some till date henceforth could be used as a unique selling point of the state with the help of good PR.
