TOURISM SECTOR

TOURISM SECTOR

T h e 3 m o u n ta in s tr e a m s

TOURISM SECTOR

INTRODUCTION
Tourism is the act of travel for the purpose of recreation and business, and the provision of services for this act. Tourists are people who are "traveling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes not related to the exercise of an activity remunerated from within the place visited" (official UNWTO definition). The distance between these two places is of no significance. A more comprehensive definition would be that tourism is a service industry, comprising a number of tangible and intangible components. The tangible elements include transport systems - air, rail, road, water and now, space; hospitality services - accommodation, foods and beverages, tours, souvenirs; and related services such as banking, insurance and safety and security. The intangible elements include: rest and relaxation, culture, escape, adventure, new and different experiences.

Many countries depend heavily upon travel expenditures by foreigners as a source of taxation and as a source of income for the enterprises that sell (export) services to these travelers. Consequently the development of tourism is often a strategy employed either by a Non-governmental organization (NGO) or a governmental agency to promote a particular region for the purpose of increasing commerce through exporting goods and services to non-locals. The term tourism is sometimes used pejoratively, implying a shallow interest in the societies and places that the tourist visits. Wealthy people have always traveled to distant parts of the world to see great buildings or other works of art, to 3

TOURISM SECTOR learn new languages, to experience new cultures, or to taste new cuisine. As long ago as the time of the Roman Republic places such as Baiae were popular coastal resorts for the rich.

DEFINITION
DEFINITION OF TOURISM

One of the earliest definitions of Tourism was given by the Austrian Economist Hermann Von Schullard in 1910. He defined it as, "Sum total of operators, mainly of an economic nature, which directly relate to the entry, stay and movement of foreigners inside and outside a certain country, city or a region." Hunziker and Krapf, in 1942, defined Tourism as, "Tourism is the totality of the relationship and phenomenon arising from the travel and stay of strangers, provided that the stay does not imply the establishment of a permanent residence and is not connected with remunerative activities." In 1976, Tourism Society of England defined it as "Tourism is the temporary, short-term movement of people to destination outside the places where they normally live and work and their activities during the stay at each destination. It includes movements for all purposes." In 1981, International Association of Scientific Experts in Tourism defined Tourism In terms of particular activities selected by choice and undertaken outside the home environment.

TOURISM SECTOR

DEFINITION OF TOURISTS

The terms tourist and tourism were first used as official terms in 1937 by the League of Nations. Tourism was defined as people traveling abroad for periods of over 24 hours. The origin of the word tourist date back to 1292 AD. It has come from the word tour. A number of experts have defined the term: Tourist is a person who makes a journey for the sake of curiosity for the fun of traveling. Tourists are the voluntary temporary travelers, traveling in the expectations of pleasure from the novelty and change experienced on a relatively and non-current round-trip. Tourists are:
Persons traveling for pleasure, health and domestic reason. Persons arriving in the sea of sea cruise. Persons traveling for convention.

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TOURISM: THE INDUSTRY

Tourism emerged as the largest global industry of the 20th century. In the new millennium global economy will be governed by Technology, Telecommunication and Tourism. Tourism has a potential to create the maximum number of jobs. According to an assessment, in India alone, 100 million additional jobs will be created by the Tourism industry in the next 25 years. It helps to earn valuable foreign exchange. The tourism industry comprises of the following main and distinctive sectors:
Transportation

Tourism industry is heavily dependent on the transportation industry which comprises of airlines, cruise and ferry lines, passenger railways, coach and bus travel, car hire. Thanks to the increase in tourist traffic, over the years, the range of airline services has considerably, not only in terms of frequency of flights and number of destinations, but also in terms of different services, and differing levels of service to meet different passenger needs. This shows the important role marketing plays as competition and demand intensifies.
Accommodation

Accommodation includes hotels, ranging from the biggest international chains recognizable worldwide such as Hilton and Holiday Inn to small independent

TOURISM SECTOR establishments. In order to gain recognition in an increasingly competitive marketplace, many smaller independent hotels have grouped together, adopting a consortium approach. Under a central brand name, they can offer central reservations services, for e.g. and present a recognizable identity to consumers, which enable them to compete against the larger, more established chains. Other types of accommodations are also well established in tourist markets, notably selfcatering apartments and club type complexes.
Tour operators

Tour operators are the firms, which specialize in providing the whole holiday package, incorporating travel and accommodation needs for the consumer. They range from highly specialized operations such as www.Indianvisit.com, who customize every kind of trip that you can dream of, to large operators offering services at all different levels to cater for budget, family, or singles holidays to near or faraway destinations. Thomas Cook is one of the best known of such operators; they also offer travel agency and financial services to their consumers. An independent local coach firm may also be a tour operator, and many transportation companies also offer holiday packages.
Tourism Destination Operators/ Destination Management

This is new category in many senses, as it is an area of the tourism industry which has seen a massive growth in the development of theme parks and other types of artificial tourist destinations in the recent years. However Disneyland and Disney world in America were the forerunners of this development in tourism marketing, and they have been well established for decades.

TOURISM SECTOR It is due to the recent growth, and the continuing trends, which make it area which should be considered separately as a tourism industry. The new Euro Disney theme park in France is an example of a tourism destination operation. On a smaller scale, heritage parks which being developed from Britains industrial wasteland such as Wigan Pier, which attracted over half a million tourists in 1991, and similar attractions now represent a significant amount of tourism activity.

CHARACTERISTICS OF TOURISM INDUSTRY

INFLEXIBILITY

The tourism industry is highly inflexible in terms of capacity. The number of beds in a hotel or seats on a flight is fixed so it is not possible to meet sudden upsurges in demand similarly restaurants tables, hotels beds and flights seats remain empty and unused in periods of low demand.
PERISHABILITY

An unused hotel bed or empty flight seat represents an immediate loss of that service as a means of earning profit. Tourism product is used as a time of availability. It cannot be preserved. Incase, the tourist cannot visit the place the opportunity is lost. Hence, this becomes one of its important characteristics.
FIXED LOCATION

Tourism destinations are fixed locations so effort must be taken in communicating the facility to the potential consumer. Relatively large financial investment; every modern tourist establishment and facility requires large investment frequently over a long time scale.
RELATIVELY LARGE FINANCIAL INVESTMENT

TOURISM SECTOR Every modern tourist establishment and facility requires large investment, frequently over a long time scale. This means that the level of risk and the rate of return are critically important to tourism management.

PEOPLE ORIENTED

Tourism Services are high contact services, as people interact with people at virtually EVERY stage of the way. Tourism services are very people-oriented services, and the service people are plenty and have high contact with the consumers. The consumer interacts with a myriad of service people starting from when he books his ticket and throughout the course of his holiday.
BENEFITS TO CUSTOMERS

Since the economy opened up in 1991, several foreign chains have entered the Indian market, including Hyatt, Four Seasons, Hilton, Regent, Radisson and Holiday Inn. The result is that the quality of service has improved. The overseas players have brought in efficient systems and service standards from Europe and the US. Competition has forced Indian hotel groups to improve their standards. The customer has benefited in many ways. The influx of foreign players has led to major price wars in the industry. In an attempt to woo customers, Indian hotels have reduced their tariffs significantly. According to one hotelier, "India has become a normal market - like others in the West or in Southeast Asia with demand and supply determining the price".

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CLASSIFICATION
Tourism may be classified into the following types: 1. INBOUND INTERNATIONAL TOURISM: It means visiting to a country

by non-resident of that country. 2. OUTBOUND INTERNATIONAL TOURISM: It means visiting by the

residents of a country to another country. 3. INTERNAL TOURISM: It means visiting by residents of a country to

their own country. 4. DOMESTIC TOURISM: It consists of inbound international tourism

plus internal tourism. 5. NATIONAL TOURISM: It consists of internal tourists plus outbound

international tourism.

TYPES OF TOURS IN INDIA

1. Medico Tratement (Indias Growing Medico Tour) 2. Natural Healink (Ayurveda, Yoga) 3. Art & Culture Tour (Taj Mahal Tour)

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TOURISM SECTOR 4. Festive Tour (Diwali, Dasshera) 5. Exploration Tour (Wild Life & Heritage) 6. Study Tour (Specialized Courses) 7. Beach Tour (Beach Holiday Destinations In India) 8. Excursion Tour (Mountaineering, River Rafting) 9. Golden Triangle (Cities Of Golden Triangle)

10. Indian Traditional Tour

MEDICO TOUR IN INDIA

India is hoping to expand its tourist industry to include visitors with heart conditions and cataracts. Indeed, medical tourism, where foreigners travel abroad in search of low cost, world-class medical treatment, is gaining popularity in countries like India. The field has such lucrative potential that Indian finance minister Jaswant Singh called for India to become a global health destination. And, with prices at a fraction of those in the US or Britain, the concept will likely have broad consumer 11

TOURISM SECTOR appeal if people can overcome their prejudices about health care in developing countries. Though the quality of health care for the poor in countries like India is undeniably low, private facilities offer advanced technology and procedures on par with hospitals in developed nations.

NATURAL HEALING

INTRODUCTION

Ayurveda is a perfect ancient science of life, the word AYUR literally means life and VEDA the science or knowledge. Ayurveda briefly explains the knowledge of the do's and don't one has to follow, which favours the well being of each individual to lead a healthy, happy, comfortable and advantageous life both physically, mentally & Socially. Ayurveda also emphasises that prevention is better than cure. According to Ayurveda every living and nonliving being in this universe is a combination of five basic eternal elements, called Pancha Maha Bhoothas. Human Body is also constituted by these five eternal elements in various compositions. Hence it can be conceived that every cell of body is possessed with all the properties of life. The only difference of Human Body from the external World is the expression of CHAITHANYA or consciousness of life spark or spirit or soul. The five basic eternal elements are 1. Earth

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TOURISM SECTOR 2. Water 3. Fire 4. Air 5. Ether We take you on a special Ayurveda Tour in India, which covers the major Ayurveda Centres and Ayurveda resorts in India. We offer the Ayurveda Tour with an aim of rejuvenating you mentally as well as physically. Health is not everything, it is the only thing" - this is what the Ayurveda tours in India stress on.

ART & CULTURE TOUR

India has been the motherland of art, culture and architecture all across the globe. The historical monuments in India like the forts, palaces, caves, temples, mosques and churches tell their own tale. The Art and Culture Tour of India takes you to a unforgettable odyssey of the ancient monuments in India, the Taj Mahal in Agra in Uttar Pradesh; Ajanta Ellora caves near Aurangabad in Maharashtra; Temples of Khajuraho and South India along with many more structures depicting the art and culture of India. The most famous monuments are the eighth wonder and the Taj Mahal, Red fort, Qutab Minar, Agra fort, Fatehpur Sikri and many more. These monuments

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TOURISM SECTOR made in the golden period when India was ruled by the Mughals; are excellent examples of art, architecture and culture of India. The art and culture tour in India reflects the flexibility and the secular elements inherent in our Indian art and culture since the bygone days. These architectural marvels of India not only represent the deep-rooted art and culture of India but also the mathematical skills and an exceptional aesthetic sense possessed by the Indian artisans.

FESTIVE TOUR

Fairs and Festivals complete the hue and colour in the sketch of real India. Whether Holi, Gangaur and Pushkar Fair of Rajasthan; Elephant Festival, Onam or Boat Carnival of Kerala, The great Goan Carnival; Taj Mahotsav of Agra or Tansen Festival of Gwalior; as a tourist you witness a distinct feature in every festival reflecting the culture, customs and traditions that belong to that region of India. Every year millions of travellers visit India with a purpose of India Festival Tour, coinciding the date of travel with the occasion of some Indian Festival. All the festivals pay a tribute to Indian customs, traditions, culture and climate, which form an indispensable part of Indian soil. The renowned ones are the Pushkar Fair, International Kite Festival, Surajkund Fair, Goa Carnival etc. that pull the whole of the tourist traffic towards India. The mega size and the cultural diversity inherent in these festivals are apparent enough to leave a tourist awestruck.

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TOURISM SECTOR There is perhaps not a single day in the Indian calendar when in some part of the vast country a festival is not celebrated or a fair held- some so big that almost the entire country participates, and some so small that it is confined to a little community in a remote village. But the spirit is the same - replete with rituals, colour, music, feasting, pageantry, fun and frolic. And given India's vast diversity. After the same festival is celebrated differently. In different parts, all adding to the richness of the Indian way of life.

EXPLORATION TOUR
WILDLIFE TOURS IN INDIA Explore the wild jungles and forests of India on India Wildlife Tours. Feel the excitement of seeing a majestic tiger prowling in a jungle, or elephants and rhinos trampling their way through the tall grass of a National Park in India. See amazing animals on wildlife safari tours in India. You can see deer, monkeys, bear, squirrels and mongoose in the forests. Tour a land of natural beauty and wonder, with exciting India Wildlife Tours. HERITAGE TOURS IN INDIA

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TOURISM SECTOR

India is famous for its forts, palaces and mansions that exude the cultural legacy of India. Then entire length and breadth of the country is dotted with the tourist places telling a tale of their own. The temples, rock cut caves and even the exhibits of the Indian emperors boast of the royal traditions followed religiously in ancient India. The Heritage Tours in India are an effort to familiarise the Indians as well as the foreigners with the wealth of Indian legacy. The Heritage Tours India by default transports you to a bygone era where you feel like a Maharaja. Our most privileged Heritage Tours in India fulfil your dream of attaining the zenith of luxury and comfort anyhow.

STUDY TOUR

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TOURISM SECTOR

Experience life in a rural tribal community, visit social and economic development projects and tour places of cultural, historical and religious significance. The two-week Unique Study Tour to India will bring to life concepts of sustainable, community-based development through visits to both rural and urban community development projects and conversations with the different people involved. Who should attend: Development professionals, field staff, university professionals, students, and supporters of development?

BEACH TOURS

India is a land with a long coastline measuring over 6,700 km, is washed by the Arabian Sea to the west, the Bay of Bengal to the east and the Indian Ocean to the south.

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TOURISM SECTOR Explore the magnificent Indian Beaches stretching over the vast coastline of Indian Peninsula. Travel the most exclusive Beaches of India spread across the seashores of the states like: Goa, Kerala (Kovalam, Marari, Varkala, Poovar), Lakshadweep and Andaman & Nicobar. Have an unforgettable Trip to Beaches of India at your favorite destination. The Indian Beaches offer you solitary and special moments whether for romantic honeymoon, a perfect holiday, an ideal vacation or even to fulfill your adventurous appetite through water sports. Indian beaches are just the right place for fun and frolic, and either a family holiday or a lone excursion. The hospitality of the people adds to the charm of the beautiful surrounding, as does the all-pervasive holiday mood. While, some of the beaches are well prepared for tourists and appointed with every facility, be it hotels and resorts, beach shacks and small restaurants serving delicious but affordable food, or beach bazaars with colorful balloons, the others are sandy and isolated retreats perfect for unwinding and relaxing.

EXCURSION TOUR
MOUNTAINEERING TOURS IN INDIA

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TOURISM SECTOR Mountaineering as a sport has a history as old as the history of the evolution of human race itself. Mountaineering started when the need was felt for people who could climb difficult heights and terrains to meet people across the border, to trade, or to conquer new territories. In the course of time, man developed new modes of transportation and communication and venturing out on these difficult routes were not needed. Nevertheless, what remained was his nature to take risks and getting pleasure in conquering something totally unknown and unexplored. This inner urge to take up challenges has led man to do things that are quite daring. MOUNTAINEERING DESTINATIONS IN INDIA Himachal Pradesh, Garhwal and Kumaon regions of Uttar Pradesh, Ladakh region of Jammu and Kashmir, Northeast India, and Sikkim are the most important mountaineering destinations in India. The summits that are quite popular with the mountaineers are Num and Kun and the Zanskar range in Jammu and Kashmir. In Kishtawar, there are numerous peaks with altitudes up to 6,500 m that require technical climbing skills. In Himachal Pradesh, the areas of Lahaul and Spiti as well as the Kulu valley have several challenging peaks. The peaks in India have been classified as 'open', 'virgin', 'border', 'trekking', and 'other peaks'. Each category offers a number of choices. ADVENTURE HIMALAYAN SAFARI IN INDIA

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TOURISM SECTOR

India is a thrilling adventure holiday destination. You can choose from a wide range of adventure tours in India, while on your Indian Holiday. You can enjoy mountaineering in the Himalayas, and trekking, camping and rock climbing on various mountain ranges, while on adventure tours in India. Feel the thrill of white water rafting and kayaking on the rivers of India. Take off from lofty cliffs and soar like a bird, while hang gliding or parasailing in India. If you're a wildlife enthusiast, you're sure to enjoy wildlife safaris and adventure tours to the National Parks and wildlife sanctuaries in India. If water sports are what excite you, then India's long coastline and islands offer plenty of opportunities for water sports adventure tours in India. You can enjoy swimming, snorkeling, scuba diving, and surfing, wind surfing and sailing, on adventure tours in India, when you enjoy an adventurous Indian Holiday. RIVER RAFTING TOUR IN INDIA

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TOURISM SECTOR

Be swept along a rushing river in a rubber raft, tumble over rapids, plunge over waterfalls and feel the icy spray splash on your face, as your raft races along a mountain river in India. Experience the thrill of white water rafting in India along tumbling snow-fed Himalayan Rivers in summer destinations in India. River rafting in India is an exhilarating experience that you can enjoy on your Indian Holiday. One of the best regions for river rafting in India is the stretch up to Rishikesh in Uttaranchal. White water rafting on the Alaknanda, Bhagirathi and Ganga rivers is a popular adventure tourism activity in summer in India. For the more adventurous traveler, white water rafting tours in India can also be organized on the Indus River in Ladakh and Brahmaputra River in Arunachal Pradesh

GOLDEN TRIANGLE TOUR IN INDIA

Welcome to the golden triangle tour of India. The holiday you will remember for the rest of your life. If you are keen to take the picture for the India Gate, The Taj Mahal or the Sand Dunes as the backdrop for your favorite photograph, which one will, you pick. Is it difficult to decide? Well at the Indian visit we offer you all the best of the holidays clubs Royal Rajasthan with the terrific city of the Taj Mahal besides the dazzling and delightful Delhi. The golden triangle tour of India is probably the

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TOURISM SECTOR most captivating holiday that can be spent at India. Over the years the Golden Triangle (Delhi - Agra - Jaipur) has made a firm footing on the tourist map of the world.

TRADITIONAL TOUR IN INDIA

Traditionally, the journey (Yatra) is done from the west to the east starting from Yamunotri, then proceeding to Gangotri & finally to Kedarnath & Badrinath. Yamunotri & Gangotri fall under Uttarkashi district in Garhwal region of Uttaranchal. Badrinath falls under Chamoli & also house three out of five Panch Kedar, Panch Badris, Sacred Sikh shrine of Hemkund Sahib, skiing paradise. Auli & the legendary Valley of Flowers. The holy pilgrimage of Kedarnath nestles in Rudraprayag. Although Chardham are accessible through a network of motor able roads, arduous trails remain the ancient sanctuaries of faith for fulfilling experience.

SPECIAL FORMS OF TOURISM

For the past few decades many forms of tourism are becoming more popular, particularly:

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TOURISM SECTOR 1. ADVENTURE TOURISM

This type of tourism involves travel in rugged regions, or adventurous sports such as mountaineering and hiking (tramping).

2. CULTURAL TOURISM It includes urban tourism, visiting historical or interesting cities, such as Delhi, Amritsar, Mumbai, Banglore, Chennai, Ahmedabad, etc. and experiencing their cultural heritages. This type of tourism may also include specialized cultural experiences, such as art museum tourism where the tourist visits many art museums during the tour, or opera tourism where the tourist sees many operas or concerts during the tour.

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TOURISM SECTOR 3. EDUCATIONAL TOURISM It may involve travelling to an education order to institution, take a wooded retreat or some other destination in personal-interest classes, such as cooking classes with a famous chef or crafts classes.

4. GARDEN TOURISM

It means visiting botanical gardens, famous places in the history of gardening, such as Versailles and the Taj Mahal.

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TOURISM SECTOR

5. HERITAGE TOURISM It is visiting historical (Rome, Athens, Cracow) or industrial sites, such as old canals, railways, battlegrounds, etc.

6. HEALTH TOURISM It means usually to escape from cities or relieve stress, perhaps for some 'fun in the sun', etc. often to "health spas".

7. MEDICAL TOURISM It is used for advanced care that is not available in one's own country, in the case that there are long waiting lists in one's own country for use of free or cheap health care organisations for what is illegal in one's own country, e.g. abortion, euthanasia; for instance, euthanasia for non-citizens is provided by Dignitas in Switzerland.

8. HOBBY TOURISM Tourism alone or with groups to participate in hobby interests, to meet others with similar interests, or to experience something pertinent to the hobby. Examples might be garden tours, square dance cruises, etc.

9. POP-CULTURE TOURISM This tourism refers to tourism by those that visit a particular location after reading about it or seeing it in a film.

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TOURISM SECTOR

10. PERPETUAL TOURISM It is mainly for wealthy individuals who are always on vacations; some of them, for tax purposes or to avoid being resident in any country.

11. PILGRIMAGE TOURISM Pilgrimage tourism refers to ancient holy places (Rome and Santiago de Compostela for Catholics, Temples and stupas of Nepal for the Hindus and Buddhist, Mount Athos or Painted churches of northern Moldavia for the Orthodox), religious sites such as mosques, shrines, etc.

12. SPORT TOURISM Skiing, golf and scuba diving are popular ways to spend a vacation. Also in this category is vacationing at the winter home of the tourist's favorite baseball team, and seeing them play everyday.

13. ECO TOURISM It means sustainable tourism which has minimal impact on the environment, such as Safaris (Kenya), Rainforests (Belize) and Hiking (Lapland), or national parks.

14. GAMBLING TOURISM

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TOURISM SECTOR This tourism refers to tourism to Atlantic City, Las Vegas, Macau or Monte Carlo for the purpose of gambling at the casinos there.

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TOURISM SECTOR

MARKETING MIX

Physical Evidence

Product Price The Seven Ps of Tourism Marketing Mix Place

Process

People

Promotion

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TOURISM SECTOR

pRODUCT

Tourism Product
ACCOMMODATION

RECREATION

RESTAURANT

ATTRACTION

TRANSPORTATION

SHOPPING

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TOURISM SECTOR product is the combination of tangible and intangible elements. The tourism product, which is mainly the destination, can only be experienced. The views of the location travel to the destination, the accommodation and facility as well as the entertainment at the destination all form the tourism product. Thus it is a composite product combination of attraction, facilities and transportation. Each of these components has its own significance in the product mix and in the absence of even single components, the product mix is incomplete. Components of Tourist Product. BENEFIT MEANING WITH RESPECT TO THE TRAVEL AND TOURIS INDUSTRY Core Benefit The fundamental benefit or service that the customer is buying Basic, functional attributes Set of attributes/conditions the buyer normally expects Traveling

Basic Product Expected Product

Ticketing, hotel reservation Customer friendliness, good food

Augmented Product

That meets the customers desires Prompt services, comfortable and beyond expectations convenient trip, spectacular sights, music Totally customized tour packages, A grade service at every stage

Potential Product The possible evolution to distinguish the offer

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TOURISM SECTOR
PRICE

Pricing in tourism is a complex process. Pricing includes the prices of other services like Air travel, Bus, Railways, Hotels, etc. All are included in tourism package. Pricing also depends on the Geographic location of the destination. Pricing also depends on Seasonality. Seasonality is the most important factor in pricing. To match demand and supply tourist managers try to get either discount. E.g. Taj is the tourist attraction in India. Pricing is also based on competitors pricing. Pricing is also subject to government regulations. E.g. Air price changes tourism package also changes, if Hotel charges change then also tourism package changes. Pricing of the tourist product is a complex matter because of its composite nature. Geographical location of the destination affects the pricing decision. At the same time, seasonality factor and varying demand cannot be overruled. The objective of pricing in any other firms is to fetch a target market share, to prevent competition, and to take care of the price elasticity of demand. A very important way, in which the travel and tourism business responded to their highly complex pricing circumstances, is to operate at two levels. The first level is corresponds with the marketing strategy, which concerns with the product positioning, value for the money, long run return on investments etc. The second level corresponds to the marketing operations or tactics where the prices are manipulated to match the current demand and competition.
PLACE

Different distribution strategies can be selected for Tourism marketing. Tourism as a product is distributed as a travel. Internet is also used widely. There is also small agents spread all over the town who plays a role of place. Large travel

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TOURISM SECTOR companies like Thomas Cook, Cox & Kings, SOTC, etc they act as a wholesalers and these wholesalers also act as a retailer. The tourism marketer may not have adequate choice of the tourist center, because in most of the case the tourist destinations many be natural, historical attraction. But, infrastructure facilities, transportation, communication are important for the development of the tourist center. The major decision that the tourism marketer takes regarding distribution is relating to the channel of choice and channel members. The uniqueness of tourism industry is predominant position of intermediaries. The two major functions performed by the distribution system in tourism marketing are: To extend the number of points of sales or access, away form the

location at which services are performed or delivered To facilitate the purchase of service in advance Different distribution strategies may be selected to reflect the companys overall objectives. The middleman may be tour operators, who buy tourism products in bulk and make them available to travel agents who are retailers. The range of tourist products, which are bought by the tour operators are airline seats, hotel accommodation, bus for local sight seeing, etc. they may also sell directly to customers. The latest mode of reaching the tourist is through Internet. Ticket booking can also be done through the Internet and payment is made with credit card.
PROMOTION

Advertising and sales promotion in Tourism can be very effective when supplemented by publicity and personal selling. They use electronic, print all sorts of media they use; and it is highly promoted industry. Public or PR (Public Relation)

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TOURISM SECTOR plays an important role in tourism. It is also through recommendation of friends and relatives this is a biggest promotion. Creation of awareness is an important factor in the formulation of marketing mix for the tourism industry. The promotion task simplifies the activities of informing, persuading and influencing the decisions of potential tourists. The promotion mix plays a vital role as the users of service feel high degree of involvement and uncertainty about the product and their role in buying process. Some of the important aspects of promotion are advertising, publicity, sales support and public relation. Advertising and sales promotion activities in tourism can be very effective when supplemented by publicity and personal selling. Advertising messages may range from subtly attractive visual messages and symbols designed to appeal and stimulate travel desire and needs to simple sales announcements drawing attention to specific product offers. Word-of-mouth is a very important tool of promotion in tourism. Research shows that about 80% of the tourist visited different places on the persuasion of their friends and relatives and also their own judgments. Brochures are another form of communication provided by tour operators to stimulate customers and motivate them to buy. They are used to demonstrate in pictures and words the images and positioning of the product and the organizations.
PEOPLE

It plays a most important part in tourism. In people local people are very important, that how they treat tourist. The travel agents, guides, staff of travel companies, sales staff, etc they are the people. Travel Company also like Railways, Air, etc. is included in people. Normally a tourist assures a tourism quality like hotels, Travel Company.

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TOURISM SECTOR

The personnel who attend to the needs of the tourists form an essential ingredient in tourism marketing. The sales personnel are responsible for dealing with the customer behind the counter. The airline and transportation crew interact with customers while traveling. The resort or hotel representatives enter to the needs of the tourist when they reach the destination. The tourist guides, who interact with the customers at the tourist location, all form the people element in tourism marketing. These contract persons must be trained on interpersonal skills as well as knowledge of the product. In the tourism industry the travel agents and the travel guides are the two most important people who speak a lot about the industry. Hence it is imperative that they have to be at their best at all times. Travel guides especially, are expected to have a lot of patience, good sense of humor, tact to transform the occasional tourists into habitual ones, thorough knowledge of the places, linguistic skills etc.
PROCESS

The operation process of the tourism firm will depend on the size of the tourism firm. The sequential steps involved in the delivery of the tourist products are: Provision of travel information --- The information regarding the

travel is provided at a convenient location where the potential tourist seeks clarification about his proposed tour. Preparation of itinerates ----- It is a composition of series of

operations that are required to plan a tour. Liaison with providers of services --- Before any form of travel is

sold over the counter to a customer; contracts have to be entered with the

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TOURISM SECTOR providers of various services including transportation companies, hotel accommodation, coaches for local sightseeing etc. Planning and costing tours ----Once the contracts and

arrangements are entered into, then the task of planning and costing the tour, this will depend on the tour selected as well as individual requirements. `Ticketing ---- The computerized reservation system has in recent

years revolutionized the reservation system for both rail and air travel. Provision of foreign currency and insurance --- In case of foreign

travel the final task provide foreign currency as well as insurance

PHYSICAL EVIDENCE

The tourist attraction, which is an expensive for the customer must be tangibilised with the help of tangible items like, comfortable seats while traveling, layout, and design of the resort, natural service scope, etc. the sign posts that indicate directions, route maps, information regarding rules and regulations of the tourist spot and the sign regarding the public utilities like toilets, telephone booth also form a part of the physical evidence. Printed matters such as brochures also play an important role in the development of tourism. As the product, in tourism is intangible. There is a need to describe fully the product, which is done by providing an elaborate brochure, which shows how different elements of the programmes are carefully planned to include all necessary information to make holiday establishes expectation of quality value for money, product image and status, which must be matched when the product is delivered.

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TOURISM SECTOR

SEGMENTATION

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Holiday As A Base Demand As A Base Geography As A base Psychography As A base Demography As A base Socio-economic As A base Purpose As A base Age As A base

TOURISM SECTOR

Market Segmentation

Tourism

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TOURISM SECTOR

Though there are a number of bases for segmentation of tourists, one of the most important is Lifestyle. Traveling decisions are fantastically influenced by changing lifestyles. They are also affected by other factors such as level of income, availability of leisure time, etc.

BASE SEGMENTATION Holiday

OF

CATEGORIES

Mass market Popular market Individual market

Demand

Primary Secondary Opportunity

Geography

International On the basis of regions, cities, etc.

Psychography 38

Lifestyle

TOURISM SECTOR

Personality motive Knowledge Demography Age Sex Religion Socio-economic Rich, Poor Rural, Urban Literate, Illiterate Purpose Business Travel Cultural Tourism Common Interest Convention Age Teens Youth Seniors

Such segmentation is useful when deciding the offerings to target a particular segment. For example,
The mass market consists of vacationists that travel in large groups

and prefer all-inclusive tours. They are generally conservative. The popular market consists of smaller groups going on inclusive or

semi-inclusive tours. This group includes pensioners and retired people. The individual market consists of chairmen, senior executives, etc.

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TOURISM SECTOR As the lifestyle changes, consumption of services might change. For

example, a newly married couple might prefer romantic holidays, but once they have children they would prefer family vacations where there are plenty of activities to entertain kids. Teens and youth might prefer adventure holidays whereas senior citizens would probably prefer more relaxing vacations.

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SWOT ANALYSIS
STRENGTHS

Indias geographical location, a culmination of deserts, forests, mountains and beaches: India is not only a vast country but also a beautiful country with world famous natural locations, which attracts lots of foreign tourist everyday. India has all types of seasons at the same time because of its tropical nature, as you will find the climate hot, humid, cold and warm all at the same time in different locations. Also its location is not very out of reach but easy to travel, as there are many modes of transport to reach here. Diversity of culture, a blend of various civilizations and their traditions: Indias diversity is its greatest strength. There is so much to explore in India. One cannot be tired of exploring its diverse culture, heritage and locations. The different languages, dialects and other religious and cultural customs and traditions are all the sources of attraction in India.
WEAKNESSES

Lack of adequate infrastructure:

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It is a major drawback. It is not the case of less money but the money is not being utilized in the right places and in the right manner. The airlines in India, for example, are inefficient and do not provide basic facilities at airports. The road condition in India is very bad. An intolerant attitude among certain sections of people: This is among the people who do not like the foreigners and their entry into the Indian Cultures as they feel that they will change the Indian Culture and attitude and replace it with foreign culture. No proper marketing of Indias tourism abroad: Foreigners still think of India as a land of snake, villages, beggars and elephants. The Indians have not made any efforts to change this image and this has proved very costly as foreigners still think of Indians as illiterates and narrow-minded
OPPORTUNITIES

More proactive role from the government of India in terms of framing policies: The government is supporting India tourism industry with the recent appointment of Mrs. Renuka Chaudhary a very intelligent and practical woman who would like to develop India tourism. The Indian tourism industry should take this as an opportunity and push forward its plans. Allowing entry of more multinational companies into the country giving us a global perspective:

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TOURISM SECTOR

This is going to develop and build the confidence in the minds of the foreigners who would like to explore India.

Growth of domestic tourism: Indian tourism will only develop if the roots are strong. So if the Indians themselves travel around India the foreigners will feel confident to come to India. For e.g.: Thomas Cook says Travel Now Pay Latter. Affordable traveling at leisure, plenty of job opportunities.
Threats

Economic conditions and political turmoil in the other countries affects tourism: As a result of this people are afraid to venture outside their own homes for fear of terrorist attacks and threats to their lives. Aggressive strategies adopted by other counties like Australia, Singapore in promoting tourism: There are hardly any tourists who confidently come to India and if the other countries offer better packages and places then there is no reason why the tourists should visit India The important task is to get tourism accepted as an instrument of development and national integration. For this it is necessary to create awareness of Indias charms as a tourist paradise and simultaneously addressing the important issue of toning up infrastructure and then getting

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down to marketing the product in a pragmatic and result oriented manner. All segments of the tourism trade should get together ands hammer out a strategy taking into account the ground realities and demands of the future.

PEST ANALYSIS
Environmental influences can be analyzed by using the PEST analysis.
Political/Legal

Political factors are the main driving force of the industry. Govt. support & co-operation to Indian Tourism Industry, railways and roads, hotel industry, airline industry, tourist operators. Downfall of tourism industry because of unconducive political environment e.g. Kashmir, Law is different for different country & is the major determinant for the industry. Tax paid by tourists in India is the highest in the world. Indian hotels charge about 40% tax compared to other Asian countries where it varies between 3% and 6%".
Economic:

The criteria here is the more the people spend the more the industry grows. As we are concentrating on the International tourists, this has led to the tourism boom. Increase in spend has led to increase in the number of luxury hotels, & increase in air industry.
Social:

The general perception for tourism destruction of the social fabric of a place. The more the tourists coming at the place the more the risk of that place loosing its identity.

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Technology:

Better technology in cheaper cost to remote and inaccessible area. It can help the country to get connected to the world. It is very much necessary to have better technology to have that place on world tourist map.

TOURISM IN INDIA

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India is one of the popular tourist destinations in Asia. Bounded by the Himalayan ranges in the north, and surrounded on three sides by water (the Arabian Sea, Bay of Bengal, and the Indian Ocean), with a long history and diverse culture, India offers a wide array of places to see and things to do. In 2004, foreign tourists visiting India spent 15.4 billion USD - the ninth highest in the world. India is also ranked among the top 3 adventure tourism destinations. One can expect to spend

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TOURISM SECTOR about $1,750 in 2005 dollars for a two week visit, staying in accommodations equivalent to Western ones.

DELHI

Delhi,known in India as the "Lotus Temple", the Bah' House of Worship is one of the most famous landmarks in the Delhi. Delhi, the capital of the vast, mystic subcontinent that is India. A fine blend of old and new, ancient and modern in every stream of life is the soul of Delhi. A melting pot of cultures and traditions, religions and castes Delhi is true to its democratic nature. Delhi has ruled always from the mythological days to the present, the Aravali ridges and the Yamuna river stand a mute witness to it. The rulers left behind their trade marks in the architecture. Tughlakabad fort and the Qutab Minar, the Jama Masjid and the Lotus temple, The Humayun's tomb and the Red Fort, and India Gate and the Magnificent President's house. Delhi is famous for its wide roads and crisp winters. One of the few places in India where colours of nature changes with the seasons. Kerala to Kashmir and from Gujarat to Assam all the mouth watering delicacies and shopping goods are found in Delhi. The cosmopolitan nature of the city has only added to the beauty and glory of it. Big gardens, wide roads, ancient structures, and power of politics is what Delhi is all about.

AGRA
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TOURISM SECTOR Perhaps India's best-known site is the Taj Mahal, one of the world's greatest architectural achievements. It was built between 1631 and 1653 by Emperor Shah Jahan in honor of his wife, Arjumand Banu, more popularly known as Mumtaz Mahal. The Taj Mahal serves as her tomb. One of the popular tourist circuits is called the Golden Triangle: the cities Delhi; Agra (site of the Taj Mahal); and Jaipur. Delhi is approximately 200 kilometers away from Agra, and 250 kilometers from Jaipur. India also has a large variety of protected wildlife. The country's protected wilderness consists of 75 National Parks of India and 421 Sanctuaries, of which 19 fall under the purview of Project Tiger. Its climatic and geographic diversity makes it the home of over 350 mammals and 1200 bird species, many of which are unique to the subcontinent. Some well known national wildlife sanctuaries include Corbett, Kanha, Sariska, Periyar, Ranthambore, and Bharatpur.

RAJASTHAN-THE LAND OF KINGS

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Rajasthan has a rich history and culture making it one of the most popular tourist destinations in India. Shown here is the Hawa Mahal in Jaipur, Rajathan.Rajasthan, the "Land of the Kings", is one of the most attractive tourist destinations in Northern India. The vast sand dunes of the Thar Desert attract millions of tourists from around the globe every year. Major visitor attractions in Rajathan include: 1. Jaipur - The capital of Rajasthan, famous for its rich history and royal

architecture. 2. Jodhpur, fortress-city at the edge of the Thar Desert, famous for its

blue homes and architecture. 3. 4. Jaisalmer is famous for its golden fortress. Barmer and surrounding areas offer perfect picture of typical

Rajasthani villages. 5. 6. Bikaner is famous for its medieval history as a trade route outpost. Mount Abu is also one of the world famous tourist place.

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JAMMU AND KASHMIR-THE LAND OF HEAVENS The Manasbal Lake near Srinagar, Jammu and Kashmir is 2000 meters

above sea level.Tourist destinations in Jammu and Kashmir include: 1. 2. 3. 4. 5. Srinagar Jammu Leh Amarnath Vaishno Devi

Other cities of interest in Northern India include Gwalior, Khajuraho, Varanasi, Mathura, and Haridwar.

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GOA The sunny beaches of Goa attracts millions of tourists every year.Goa is

another popular destination, famous for its excellent beaches, churches, and temples. Goa, a tiny emerald land on the west coast of India situated between the borders of Maharastra and Karnataka, is better known to the world at large as the former Portuguese enclave on the Indian soil. With the rule of the Portuguese for over 450 years and the consequential influence of the Latin culture, Goa presents a somewhat different picture to the foreign visitor than any other part of the country. Not only the proportion of Christians (almost all of whom are Catholics) in the total population of Goa much higher than that obtaining in most of the other States; the general way of living is also markedly different. Western influence is evident in the dress and food habits, and the general life of the people is quiet and peaceful. A striking feature of Goa is the harmonious relationship between the two principal religious communities, the Hindus and the Catholics, who have lived together peacefully for generations.

ORISSA-SPIRIT OF Buddhism Orissa has been a preferred destination from ancient days for people having

interest in spirituality, religion, culture, art and beauty of the nature. Ancient and medieval architecture, pristine sea beaches, nature at her beautiful best, the classical and ethnic dance forms and a variety of festivals, all in combine attract tourists from far off places to explore this state to a have a divine exposure of love and hospitality.

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TOURISM SECTOR Orissa ancient Orissa. has The kept spirit that alive of have

Buddhism and the Buddha in its womb. Buddhism still haunts the very air of Rock-edicts challenged time stand huge and over-powering by the banks of the river Daya. The silent stones sing out songs of peace and non-violence. The torch of Buddhism is still ablaze in the sublime triangle at Udayagiri, Lalitgiri & Ratanagiri, on the banks of river Birupa. The surrounding hills of Langudi and Kayama stand as mute witness to the quirks and twists of history. Precious fragments of a glorious past come alive in the shape of stupas, rock-cut caves, rock-edicts, excavated monastries, viharas, chaityas and sacred relics in caskets. Rock-edicts of Ashoka are a bonus for your eyes.

TAMIL NADU Tamil Nadu has a rich culture and offers a wide selection of temples famed

for their architectural beauty. Some of the more popular temple tour destinations include: 1. Chennai - The capital of Tamil Nadu has the

second longest beach in the world, the Marina Beach. 2. temple. 3. in the world. 4. Kanyakumari, located at the tip of India, is at the confluence of the Bay of Bengal, Arabian Sea and the Indian Ocean. Recently a massive statue of Thiruvalluvar has been installed here. Rameshwaram is famous for the longest corridor Madurai is known for the beautiful Meenakshi

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TOURISM SECTOR 5. Kumbakonam, known for the numerous temples in

the town. The Mahamaham festival is held here once in every twelve years and attracts millions of devotees to the place. 6. and Rockfort temple. 7. 8. Thanjavur has the famous Brihadeeswara temple. The famous hillstations Kodaikanal and Nilgiris Tiruchirapalli known for its Akhilandeshwari temple

offer the visitors a welcome relief from the usually hot climate in the state.

KARNATAKA The southern state of Karnataka offers:

1. Bangalore, the IT capital of India, is also significant for its history; 2. Mysore, about 140km from Bangalore, has palaces, KRS Dam, several temples, a Hindu temple atop Chamundi hills; 3. Srirangapatna, where nearby fortresses can be found (Tipu's); 4. Hampi the city of ruins (1500's when the Muslim kings destroyed the prosperous Vijayanagar empire); 5. The Belur and Halebid temples are famed for their sculptural beauty; 6. Sravanabelagola has a Jain temple dedicated to king Bahubali. The statue is massive and a Maha Masthaka Abhishekham performed one every year, attracts a huge number of pilgrims; 7. Sringeri, located in the western ghats, has a wonderful temple

dedicated to Sarada devi; 8. The Western Ghats offer many other places of exceptional beauty like

Agumbe, Horanadu etc.; 53

TOURISM SECTOR 9. Madikeri, Kodagu, Talakaveri, Kemmanagundi all places of immense

natural beauty.

KERALA-GOD'S OWN COUNTRY

Kerala, nicknamed as "God's own country", is one of the most beautiful states in Southern India. Shown here is Munnar, in Kerala.Kerala is an evergreen lush state, tucked away in the southern corner of India. It is one of the most haunted visits of tourists in India. The state has its own tourism brand name - "God's Own Country", which has super-brand status. Kerala is famous for its backwaters and lagoons. Kerala is also known for its Ayurveda. The state was nicked as one of the "10 paradises of the world" by the National Geographic traveller. The government of Kerala offers tourism packages related to Ayurveda also. The major attractions in Kerala include: 1. Backwaters, lagoons, tropical beaches and spice farms.

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TOURISM SECTOR 2. 3. 4. 5. 6. Hill stations at Thekady and Munnar Enchanting waterfalls at Athirapilly and Vazhachal An exquisite flora and fauna at its wildlife santuries. Its historical monuments. The housboats of Alapuzha.

maharashtra

MAHARASHTRA Maharashtra with its diverse geographical features provides a range of tourist centres. The state has a 720-km coastline dotted by rugs standing as mute witnesses down the ages to the march of warrior kings, foreign trading vessels and invaders from across the seas. The beauty of Maharashtra is in its forts, caves and temples, so much so that it is called

'Dagd-Ancha Desh', meaning the Land of Rocks. It has a lot to offer to a visitor, its features are such that any tourist will definitely find something of his interest from 55

TOURISM SECTOR among its beaches, forts, caves, temples, cities, wildlife sanctuaries, bird sanctuaries etc. The intricately carved caves of Ajanta, Ellora and Elephanta highlight the Indian heritage and the spellbinding Indian Culture. Religious places like Pandharpur, Nashik, Shirdi, Trimbakeshwar, Tuljapur, Ganapatipule, Bhimashankar etc are a refreshing experience and make a fascinating whole. Mumbai, the capital, can well claim to be (after Kolkata) the second cultural centre of India. Also known as the First city of India, it is one of the world's truly great cosmopolitan metropolises. Being the economic powerhouse of India Mumbai is the most affluent and industrialised city in the country today. Its tradition of glamour and showbiz makes it the city of dreams. Lively and pulsating, Mumbai is India's answer to Hollywood, producing more films each year than any other county in the world. It is also the centre of a healthy theatre culture.

GOVERNMENT RELATED TOURISM ORGANIZATIONS

India Tourism Development Corporation (ITDC) was established in 1966 as an autonomous public sector corporation, entrusted with the task of helping develop tourism infrastructure and promoting India as a tourist destination. Today, ITDC provides a complete package of tourism services including accommodation, catering, travel-related services, event management, publicity, hotel consultancy, duty free shops, in-house travel agency, and entertainment and shopping.

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Over the past four years, Andhra Pradesh Development Corporation (APTDC) has added an array of function to its lists of tasks, with a determination to show commendable performance. From just providing information to tourists, it has gone into serious business like accommodation, catering, & such other service that have become essential for ensuring tourist infrastructure & service. THE CORPORATION'S ACTIVITIES Accommodation, Catering, Conducted Tours, Package Tours, Leisure Cruises & Pleasure Boating, Water Sports, Sound & Light Shows, Eco-Tourism, Adventure Tourism, Tourism Infrastructure Development, New Projects Implementation. The Corporation chalked out an action plan covering all these vital functions. The organizational structure of the corporation has also been recast keeping in mind the growth & result oriented development activity in all these spheres.

THE TURNING POINT The turnover of the Corporation in 1998 - 99 was Rs.328 lakh & this went on to become a whopping Rs.2004 lakh at the end of the financial year 2001 - 2002- a turnaround that no other tourism corporation in the country would have ever achieved in such a short time.

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TOURISM SECTOR Keeping this performance in view, the Corporation has reset its goals to maintain the tempo & meet the ever - increasing challenges posed by such rapid development & resultant expectations.

TOURS
CONDUCTED & PACKAGED TOUR: APTDC has given high priority to the second most important aspects in tourism development - providing convenient conducted tours. Major expansion & revamping of the Transport Wing of the Corporation over the past three years have given a major thrust in this area. At present 63 hi-tech coaches, 20 world famous Volvo coaches, 8 airconditioned hi-tech coaches, 4 semi-sleepers, 11 mini vehicles, 1 vintage coach & 10 Qualis are being operated for Conducted & Packaged Tours from 8 Centres of Andhra Pradesh. As many as 54 Tour Circuits covered by the Corporation encompass all major pilgrim Centres, nature spots, leisure places, hills & valleys in Andhra Pradesh. The transport fleet has a wide mix of vehicles ranging from Volvo A/C coaches, semi sleepers and hi-tech coaches, to a vintage coach, mini vehicles and Qualis MUVs. This augmented fleet has helped the Corporation introduce new tours and tour packages.

OTHER STATE PACKAGE TOUR: The tour starting from other than Andhra Pradesh districts comes under Other State Packaged Tours. The visitors from other states come to different destination in Andhra Pradesh. Most of these tours are provided with accommodation. 58

TOURISM SECTOR CHARTERED SERVICES: APTDC can plan & organize leisure time activities for groups, both corporate & individual. For instance, employees from companies, institutions or those attending as delegates (& their spouses) at various conferences, boat rides on the launches, and even exclusive dinner parties on the boat can be arranged.

Himachal Pradesh Tourism Development Corporation (HPTDC) is a pioneer in the development of tourism infrastructure in Himachal. Formed in 1972, it provides a complete package of tourism services, including accommodation, catering, transport and sports activities. Having the largest chain of finest hotels and restaurants in the State with nearly 57 hotels, having 950 rooms and 2050 beds. HPTDC also runs 62 restaurants and cafes, serving a varied cuisine, including Himachal delicacies. All these properties are set in superb locations in the lap of nature. Its luxurious transport network makes this Mountain State easily accessible with a fleet of coaches, vans and jeeps. The HPTDC arranges sports activities like skiing, Para-gliding, river-rafting, trekking, ice-skating and golf. Besides camping and tenting facilities in far flung tribal areas. Tourist information centre are being run all over India and Himachal by HPTDC. Besides disseminating information's, they provide reservation, accommodation and transport facilities. KARNATAKA STATE TOURISM DEVELOPMENT CORPORATION KSTDC whose second name has been Hospitality is the largest Travels Corporation of the State is a professionally run State Government Organization.

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TOURISM SECTOR Established in 1971, KSTDC has ever been redefining the Hospitality. It has greatly been possible because of the healthy suggestions by the patrons of the arts and culture, who visit the State from different parts of the world. This has mainly been possible with the team of Professionals who is been trained time and again to keep updated with the technology to offer better service. The attitude of never say no has made this a success. KSTDC holds the mirror for the Karnatakas art and culture. KSTDC with its Conducted Tours across the state taking you to the Renowned Cities gives an insight to the blend of culture and growth. Probably the most refreshing example of the Largest Democracy also brings the comfort of traveling with ultra- modern Aerotech Coaches. CONTACT US KARNATAKA STATE TOURISM DEVELOPMENT CORPORATION. 10/4, Kasturba Road, Bangalore - 560 001. KARNATAKA, INDIA. Telephone: 91-080-2212901 / 2212902 / 2212903, Monday through Saturday, 10:00 am through 5:30 pm, {ISD} (Greenwich+5:30). Fax: 91-080-2272580 e-mail:- For General Information: infn@kstdcbng.kar.nic.in

The Directorate of Tourism, J&K, which is headed by the Director General of Tourism, is the main developmental, promotional and regulatory arm of the J&K Government, Department of Tourism.

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TOURISM SECTOR Its main role comprises of:

Overall planning and execution of schemes for the development, up-gradation and improvement of the tourism infrastructure in different parts of the State. Support to the private sector industry in the form of incentives for setting up various tourist facilities as well as for promotion and marketing of their products and services.

Promotion and marketing of various tourist destinations and products of the State. Regulation of the travel-trade by enforcement of provisions of J&K Registration of Tourist Trade Act. The Directorate of Tourism is provided with and controls an Annual Plan

Budget, which averages Rupees 160 million. The bulk of this amount is earmarked and utilized for providing incentives to the private-sector in the form of interest subsidy on loans advanced by various financial institutions for setting up or upgrading various tourism units. In addition, direct financial assistance is also given for conversion of residential houses as paying guest accommodation and for improvement of other facilities in the tourism sector. On an average, Rs 20 million are earmarked for promotion and marketing of various destinations through the print and electronic media, as well as for sponsoring participation of the State's traveltrade delegations in various Travel Marts and Expos within the country and abroad. The Department also conducts Familiarization Tours of leading travel agents, tour operators and travel writers from within the country and abroad to different parts of the State. The commercial activities in the tourism sector from the Government side are looked after by a public sector corporation know as the Jammu and Kashmir Tourism Development Corporation (J&K TDC). It operates and manages Government accommodation in Tourist Centres at Srinagar and Jammu, and the Tourist Complexes, Hotels, Tourist Bungalows in various resorts. The Corporation also runs a Travel Division, which organizes

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TOURISM SECTOR package tours to various parts of the State and also arranges transport facilities for the tourists.

PRIVATE TOURISM ORGANIZATIONS IN INDIA

THOMAS COOK (visited)

Thomas Cook is one of the world's leading international travel and financial services groups and serves over 20 million customers a year. They provide services to customers at 4,500 locations in more than 100 countries and employee over 20,000 people. The Thomas Cook Holiday comes with a 150-year-old guarantee of eternally sunlit memories. They couldn't expect any less from the people who invented travel for leisure. They offer the world's most enjoyable holidays, to exotic destinations in India and abroad where everything is taken care of from beginning to end. Customers don't have to do a thing except, of course, have a good time. 62

TOURISM SECTOR They strategic mergers and alliances with the world's leading leisure travel agencies allow the company to offer the Indian travelers a choice of world-class international holidays. The tempting array of choices includes budget tours with Cosmos; resort holidays with Club Med and luxury cruises with Star Cruises, Cunard and others. For those customers traveling in India, they provide the entire gamut of services from customizing guided tours to arranging theme evenings.

VISIT REPORT TO THOMAS COOK

In the afternoon conversation started with Ms. Anchal laungani Customer Relationship Executive. Thomas Cook, Speaking about Tourism, she explained me how important it is to provide best services and make the tourist satisfied. According to her views, tourism sector is fast booming resulting in market competition among tour operator she spoke about various services offered like individual tours, group tours to various destinations like Europe, Australia, NewZealand, Egypt, China and so on , also about the special packages that are on discounts for families individuals packages as per the schemes. Further about the segmentation of the company, she informed me that they have to look at the market level, strategy, age-group, seasons, and so on. They provide the customer services as per the tourists desires. About the additional value to tourists, she said that they apply various strategies, like wishing them on the occasions like Birthdays, aniversies and so on. And also providing extra facilities and special packages to regular customers. She informed about their Strength of the company that Sky is their Limit. They have huge turnover in excess of 100 crores and has captured almost a big part of the tourism industry. In India, their major competitors being Keasri, Coxs And Kings, SOTC, Raj Travels and so on. Asking about the competitors strategy, she replied that they provide various incentives and facilities like Group Tour, Incentive Tour, Awards, Cricket Matches, corporate Travel. Etc. is provided to customers. 63

TOURISM SECTOR At last, talking about the Indian economy, she stated that, it is resulting in higher growth level of economy. Also other important factors contributing to rising tourism sector are fall in air fares, ease getting of visas, embassy support and givetake relations.

KESARI TOURS

Established in 1984, Kesari Tours is a premium travel company, which offers world-class holidays in India and around the world. Kesari have perfected their tour itineraries to meet the special needs of the Indian tourist abroad.The motto of organization is 'No compromise on quality'. At Kesari Tours, they have made a promise to us; if they make a promise to their customers, they honor it. They believe in honest, transparent deals. No hidden costs and no compromise on sightseeing. They strive for 100% satisfaction of tourists. Immense goodwill. That's what they earned out of their beliefs. Whether travelers visit their corporate office or any of their branches across Maharashtra and India, they will experience the same level of service and commitment. All their business associates, branch offices and preferred sales agents are connected online and each one has complete access to the sophisticated reservation system for up to date information.Totally dedicated, hard working team

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TOURISM SECTOR strives for total customer satisfaction. Their team has a way of winning over hearts effortlessly with their professionalism and warm behavior. At Kesari tours, from youngsters to senior citizens, from couples to families, everyone enjoys their tours to the fullest. Their personal touch ensures maximum repeat passengers. Man

Visit report to kesari

In the attention conversation started with ms. Dipti patil , assistant manager, retail service of kesari. Speaking about tourism , she explained us how important it is to provide best services and make the tourist satisfied. According to her views, tourism sector is fast booming resulting in market competition among tour operators, she spoke about various service offered like individual tours,group tours to destinitions like Europe, Australia, new-zealand, eygpt, china, and so on, also about the special packages that are on discounts for families individuals packages as per the schemes. Further about the segmentation of the company, she informed us that they have to look at the market level, strategy, age-group, seasons, and so on . they provide the customers service as per the tourists desires. About the additional value to tourists, she said that they apply various strategies, like wishing them on the occasions like their birthdays, anniversaries, and so on. And also providing extra facilities and special packages to the regular customers. She informed the strength of the company , they have huge turnover and has captured almost a big part of the tourism industry. In india, their major competitors being Thomas cook, cox and kings, raj travels and so on. Asking about the competitors strategy, she replied that they provide various incentives and facilities like group tours, incentive tours, awards, cricket matches, corporate travel. Etc. are provided to customers.

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TOURISM SECTOR At last, talking about the Indian economy, she started that, it is resulting in higher growth level of economy . also other important factors contributing to rising tourism sector are fall in air fares , ease getting of visas, embassy support and givetake relations.

SOTC-A DIVISION OF KUONI TRAVEL INDIA LTD.

A pioneer and market leader in outbound group travel, this division markets and operates foreign holiday packages under the SOTC World Famous Tours brand in India and in the big NRI markets of the Middle East, USA and UK. It is also active in the Incentive Tours and the Trade Fair Tours segments. SOTC operates from 26 branches with over 400 employees in India.

HIGHLIGHTS OF SOTC

1. Pioneered Package Tours in India. Today, India's largest Outbound Tour Operator with a distribution network of 116 points across the country. 2. First to introduce package tours to NRI's. Today, 13 General Sales Agents in 14 countries abroad: USA, Canada, UK, UAE, Saudi Arabia, Bahrain, Kuwait, Oman, Kenya, Qatar, Tanzania, Hong Kong and Singapore. 3. Has a special tour for Pure Vegetarians and Jains. 4. Launched Happy Holidays in 1997. Customers Holiday Abroad and Pay Later in easy monthly installments. 5. Has a Customer Club called SOTC Holiday Club patronized by over 20,000 frequent travelers. 66

TOURISM SECTOR 6. Introduced Namaste India Holiday Club in year 2002 giving opportunity to NRI's to discover India. 7. Awarded for Outstanding Performance in South Asia at the World Travel Mart 1999. 8. Honoured by Switzerland with the renaming of Engel berg town as the ' SOTC Indian Village '

COX & KINGS Cox & Kings is the longest established travel company in the world. Its

distinguished history began in 1758 when it was appointed as general agents to the regiment of Foot Guards in India under the command of Lord Ligonier. By 1878, C&K were agents for most British regiments posted overseas, including the Royal Cavalry, Artillery and Infantry, as well as the Royal Wagon Train and the Household Brigade. The Royal Navy was next and in 1912, The Royal Air Force came under its wings. Between 1750's and 1950's, Cox & Kings was witness to an exciting era in Indian history, and, in its own way, helped to shape it. In 1947, the British administration departed, but bound by strong ties to India, Cox & Kings stayed on and flourished. Today, Cox & Kings is a premium brand in all travel related services in the Indian subcontinent, employing over 800 trained professionals.

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Raj TRAVELS A passion for Travel & a vision for creating innovative travel packages, two

driving forces saw the beginning of a Travel Company in a very modest way in Mumbais Masjid Bunder. Raj travels started with conducting & managing tours to Srinagar (the Switzerland of India) & to South India. The aggressive marketing combined with several add-on features like inclusions of maximum sightseeing, using top class hotels, catering to good food, innovative ideas, a pre-departure get-together, games on tour, library, mobile T.V & intercom, were some of the inclusions, which were unheard of. This was their Unique Selling Point & it spoke for itself. A quality product had to be with a high price tag. Customers chose it. In 3 years time (1979), Raj Travels introduced International tours. PATTAYA, BANGKOK, HONGKONG, MACAU, MANILA, SINGAPORE, PENANG, and KUALA LUMPUR-the maiden tour was fully packed with 44 people!!! A big number in those days. The tremendous success & satisfaction of this tour paved way for Raj to hold its banner high & it continues to do so till date. They are proud to say that year after year they have improved on the product, adding new destinations, new attractions, pro-active marketing, & building customer confidence. The growth & success can be attributed to its constant improvisation and introducing new features - be it the choice of Hotels, choice of Airlines, or choice of Destinations. Awareness of the growing trends in travel trend, up to the demands of the more educated and savvy travelers.

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TOURISM SECTOR Orlando, Madame Tussauds, Kukenhof Gardens, Fantasia land, Holiday Park, TGV train ride, Hovercraft ride Safari, Helicopter ride, Balloon ride, Ski flight, Dinners at Planet Hollywood, Hard Rock Caf, Rainforest Caf, James Bond Breakfast at Schilthorn, Mt Titlis, Mt Rigi, Dinner on 107th floor of World Trade Center, Para Sailing, Submarin ride, Ride on MTR, the Singapore Zoo, Night all these and more were brought to the discerning traveller, only in a Raj Tour.

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BOOMING TOURISM INDUSTRY

The year 2004-05 saw tourism emerging as one of the major sectors for growth of Indian economy, the foreign exchange earnings increased from Rs. 16,429 crore to 21,828 crore up to December. Similarly in the last year, tourism industry registered a growth rate of 17.3% in foreign tourist arrivals, which has been the highest in last 10 years. Foreign exchange earnings grew at an even higher rate 30.2%. India's tourism industry is thriving due to an increase in foreign tourists arrivals and greater than before travel by Indians to domestic and abroad destinations. The visitors are pouring in from all over the world: Europe, Africa, Southeast Asia and Australia. At the same time, the number of Indians traveling has also increased. Some tourists come from Middle East countries to witness the drenching monsoon rains in India, a phenomenon never seen in desert climates. Domestic tourists are also fueling the industry's revival. Many of them escape from the summer heat on the plains to resorts in the Himalayan Mountains. One of the major beneficiaries this year is Kashmir, where a cease-fire between India and Pakistan has reduced violence, if not completely, at least enough to help revive the state's sagging tourism industry. Among the most favoured tourist destinations in India, Kerala for its scenic beauty, Agra for Taj Mahal, Khujraho for its sculptures and temples, Goa for its beaches and some pilgrimages are the most important. Interesting feature of this growth is that it has come even as global tourism has dropped, due to the September 11 terrorist attacks in the United States, the outbreak of Severe Acute Respiratory Syndrome in East Asia, and the Iraq war. Even the disastrous tsunami didn't affect India's tourism industry, as tourist arrivals in India rose 23.5 percent in Dec 2004 and tourist arrivals crossed 3 million mark for the first time in 2004. The disaster was expected to have a negative impact on

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TOURISM SECTOR India's tourism in terms of large-scale cancellations of tourists to India but nothing of that sort was seen.
REASONS FOR THIS BOOM

There could be several reasons for the buoyancy in the Indian tourism industry. First, the upward trend observed in the growth rate of Indian economy has raised middle class incomes, prompting more people to spend money on vacations abroad or at home. Also, India is booming in the information technology industry and has become the IT center. Aggressive advertising campaign "Incredible India" by the government has also had contribution in changing India's image from that of a land of snake charmers, and sparking new interest among overseas travellers.
TOURISMS CONTRIBUTION TO INDIAN ECONOMY

It is not hidden that tourism is among India's important export industries. Even with comparatively low levels of international tourist traffic, tourism has already emerged as an important segment of the Indian economy. Tourism also contributed to the economy indirectly through its linkages with other sectors like horticulture, agriculture, poultry, handicrafts and construction. Foreign exchange earnings from tourism during 2003-04 were US $ 3,533 million ( Rs 16,429 crore). Besides being an important foreign exchange earner, tourism industry also provides employment to millions of people in India both directly and indirectly ( through its linkage with other sectors of the economy.) It is estimated that total direct employment in the tourism sector is around 20 million.
MEASURES TAKEN FOR TOURISM PROMOTION

Recently, Indian government adopted a multi-pronged approach for promotion of tourism, which includes new mechanism for speedy implementation of tourism projects, development of integrated tourism circuits and rural destinations, special capacity building in the unorganized hospitality sector and new marketing strategy.

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TOURISM SECTOR A nation wide campaign, for creating awareness about the effects of tourism and preservation of our rich heritage & culture, cleanliness and warm hospitality through a process of training and orientation was launched during 2004-05. The aim was to rebuild that sense of responsibility towards tourists among Indians and reenforces the confidence of foreign tourist towards India as a preferred holiday destination. More than 6500 taxi drivers, restaurant owners and guides trained under the programme. Government also took several other initiatives to promote Indian tourism industry and increased the plan allocation for tourism i.e. from Rs 325 crore in 200304 to Rs. 500 crore in 2004-05. Road shows in key source markets of Europe, Incredible India campaign on prominent TV channels and in magazines across the world were among the few steps taken to advertise Indian tourism. In addition a task force was set up to promote India as prominent health tourism destination. However, in order to attract more visitors, India still needs to upgrade its airports, roads and other infrastructure to global standards. Even with the recent surge, tourist arrivals are just a mere percentage of those in such popular Asian destinations like Bangkok and Thailand.
RECENT DEVELOPMENT IN TOURISM INDUSTRY

India Tourism office at Tokyo won two International Awards in Tour Expo held at Daegu in Korea for excellent tourism promotion. Indian Pavilion won the Best Booth Design Award as well as Best Folklore Performance Award competing with major players in tourism such as China, Japan, Thailand, Malaysia and Canada. The theme of pavilion was the Buddhist pilgrimage in India. Multi promotional activities undertaken by Tokyo office drew a large crowd to India Pavilion, which added colours to the entire travel show. The Koreas leading newspapers published on the front page the Incredible India booths photographs highlighting various aspects. The live Yoga performance and Indian traditional snacks at the pavilion were enjoyed very much by the visitors

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ARTICLE
TOURISM THE FIRST COMMERCIAL VENTURE.

A religious Englishman called Thomas Cook in 1841 arranged, for a fee, a one day rail excursion from Leicester to Lough borough for 540 members of a temperance league. Thus the first bona fide travel agent was Thomas Cook. While Cook himself did not make a profit on this first venture, he was a man of vision and was convinced that there was a need for a skilled travel arranger. So by 1845 he had become the first full-time travel agent, operating train excursions from Leicester. The next year he chartered a train and steamer for an excursion to Scotland for 330 people. In 1851 Cook arranged ocean steamship travel and accommodations for more than 1,50,000 visitors to the World Exposition in London and in 1856 he operated the first escorted grand tour of Europe. Tours to Europe and Middle East were also conducted and, in 1872, the first around the world tour was conducted.

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CONCLUSION
Wars, tsunami and bird flu etc. are serious problems that have a significant affect on tourism. But, these are not the elementary problems. Infrastructure is one primary problem to many industries in India. Infrastructure in India has improved but still it is far from what is required to become a world tourist destination. Another one is the infamous corruption of India, which is a major obstacle to the tourism industry.Resolving these issues will itself help in overcoming other smaller problems mentioned above. Government of India has a target of 10% GDP growth rate, with the present growth rate at around 8%. To maintain such a high growth rate and increase the employment opportunities also at the same rate, it has to exploit the highly potential and growing sectors like Tourism. And, to fully exploit these sectors, problems related to these sectors should be addressed along with the fundamental issues like infrastructure and corruption.

Questionaire Kesari tours & travel

Interview with: dipti patil (assistant manager)
What kind of tours you offer? Kesari today has to its credit, a substaintial portfolio of holiday destinations in india and domestics and international. Operating in more than 100 destinitions in india and 1000 world wide, kesari spans the indian ocean,far east, africa, middle east,

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north america and australia. Great value holidays coupled with exclusive specialist knowledge and extensive personalised service. Kesari offers domestic as well as international tours. 2)where is your main branch? Office of kesari is located in most of all famous cities, but our main office is in mahim, l.j. road, they have opened our house in mahim because it is the heart of mumbai. Branches of kesari are in pune, thane, kolhapur, nagpur, ahmdabad, banglore, hydrabad.

3)

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