An exploratory study on customer satisfaction of ayurvedic tourists: A special reference to ayurvedic centers in south Kerala
Dr. Rathiha Edwin, Nishad A
Travel and tourism is an integral part of Indian tradition and culture. In the olden days, travel was primarily for the purpose of pilgrimage – as the holy places dotting the countryside attracted people from different parts of the vast sub-continent. People also traveled to participate in fairs and festivals in different parts of the country. Medical travel is often undertaken in combination with tourism services. However, it is estimated that the business of health tourism is very huge as US $ 40 billion worldwide with an expected annual growth rate of 20 per cent. Health care is an area in which the tourism industry can take advantage as it is a thriving sector in the new globalization and liberalization. International travel for health purposes becomes a way of life for new age Western and Asian tourists. India is on the threshold of a health care revolution and the country is emerging as a global destination for medical tourists. Ayurveda plays a major role in Kerala’s round the year tourism. The tourism season in Kerala is from October to March. But Ayurvedic treatments are mainly offered during monsoon months of June, July, and August. Moreover, ayurvedic treatments done in Kerala are more famous than other locations due to its equable climate. The climate in Kerala is tropical and the temperature varies from 18 degree centigrade to 35 degree centigrade which is most suitable for Ayurvedic treatments.
Dr. Rathiha Edwin, Nishad A. An exploratory study on customer satisfaction of ayurvedic tourists: A special reference to ayurvedic centers in south Kerala. International Journal of Commerce and Management Research, Volume 2, Issue 12, 2016, Pages 44-48