Kaziranga National Park Misses ‘Brand’ Tiger Reserve Tag

STAFF REPORTER

GUWAHATI: At a time when there a rise in tiger population in Assam, the world-famed Kaziranga National Park is still not considered as a “brand” tiger reserve in the country.

A study conducted by the Indian Institute of Forest Management (IIFM) on the brand equity of the country’s six tiger reserves has found Kaziranga to score the lowest. Five other tiger reserves namely Corbett, Ranthambore, Kanha, Sundarbans and Periyar were also covered by the study. Brand equity is the value of a brand, assessed on its high brand loyalty, name awareness, perceived quality and strong brand associations.

The study report released by Prime Minister Narendra Modi in New Delhi recently, says each destination has an image perception which is built by what it offers. For tiger reserves, it could be defined in terms of aesthetics, culture, recreation and service-related parameters.

On brand perception, the study has found Kaziranga to be associated with unique species and mega fauna wildlife sightings. “But the brand perception has not been promoted and thus majority of tourists from different parts of the country interested in visiting tiger reserves, are not aware of Kaziranga’s unique species and mega fauna wildlife sightings,” a wildlife activist who has gone through the study report, said.

The unique selling points (USPs) of other tiger reserves have been promoted as brand perception within the country and even outside India.

Kaziranga had received 1,76,181 tourists (1,68,738 Indians and 7443 foreigners) in 2018-19. A forest department official said issues like agitations and socio-political factors hit tourist inflow to the park. “The agitation on the Citizenship (Amendment) Bill, 2019 early this year hit tourist inflow,” he said.

Also Read: Nature Conservation Day observed by Kaziranga Wildlife Society in Golaghat

Also Watch: Sutarkandi Land Port Scam: Former DC of Karimganj sent for two police remand