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TRIANGLE – DELHI, AGRA, JAIPUR
Jiwaji University,Gwalior (Madhya Pradesh)
For the degree of Doctor Of Philosophy Under The Supervision of
Dr. Sandeep Kulshreshtha
Professor & Chairman-Academics Indian Institute of Tourism & Travel Managment Govindpuri (Ministry of Tourism, Govt. of India) Gwalior By
RESEARCH CENTRE Indian Institute of Tourism & Travel Managment Govindpuri (Ministry of Tourism, Govt. of India) Gwalior 2010
ATTITUDE AND PERCEPTION TOWARDS INDIA AMONG INTERNATIONAL TOURISTS WITH SPECIAL REFERENCE TO GOLDEN TRIANGLE – DELHI,AGRA, JAIPUR
In today’s world tourism is constantly looking for ways to satisfy tourists by having a better understanding of changing preferences of tourists. The over changing market’s characteristics have huge impact on attitude and perception of tourists as they think very differently. Our study performs an assessment of tourist’s perception and attitude towards services provided during the visit of golden triangle which is associated with hotel, restaurant, transport, tour operator or travel agents factor. The similarities and the differences of perception and attitude will be determined among the various groups towards the tourism services .The main purpose of the research is that the results of the study would be given to Indian government and the Indian people to set up proper hospitality for the international tourists in golden triangle. This contribution will improve SERVQUAL and also further increases more opportunities to promote tourism in Golden Triangle.
The main goal of this research is to provide solutions to sort out the problems, encountered in the context of attitude and perception of the tourists and to find out whether the experience and expectations meet the service level of the tourists .For the purpose of this particular research, service industry is taken into consideration which is associated with different factors. For this industry a theoretical frame work will be developed to analyze the attitude of the international tourists as it will also link to perception of the tourists which will provide solutions to practical problem arising from the research design. The value of this research project lies in the light of specific design and utilization variable of attitude and perception of tourists that are likely to enhance the number of international tourists in India. The main purpose of this research will be to answer the following research questions: • What are the factors which will enable to enhance the tourism in the golden triangle? • How should the service area be designed and used in order to enhance the tourism efficiency in the golden triangle in an effective way?
A first step towards the development of a concept of the “Tourist’s behavior” in golden triangle and will be the identification of relevant design variables followed by classification of further questions. • • • • What are the links between these variables? Manifestations of these variables. Which manifestations are likely to enhance or reduce tourist’s behavior? Which design variables should be selected as ‘control parameters’ in specific situations? Further questions to be clarified will be : • • What are the process variables which improve the tourists behavior through the changing perception and attitude? What are the contextual parameters that foster or impede the tourist’s behavior? The main criteria for analyzing the number of tourists in this sector will be to improve the survival of tourists in golden triangle. The goals of the research can be summarized : • To assess attitude of the international tourists towards the golden triangle. • To assess perceptions of the benefits of the problems associated with hospitality in golden triangle. • To assess the current marketing strategies which can be used to increase the no of international tourists .
Past research on the tourism industry towards the tourists can be classified into three main categories. first ,description of the tourism industry and its operation on golden triangle and its destination marketing . Second ,attitude and characteristics of attitude ,perception and its characteristics .Third , learning of socio –psycho behavior of the tourists so that we can move up our tourism industry on local ,national and international scale. There are no of books which are representative of literature ,a number of books have provided description of tourism industry. For example Burkart and Medlik(1974), Bob brotherton (2003), Holloway(2004), Airey and Tribe (2005), Colin Michael hall and Stephen (2006), Christopher. These texts are written from the practical point of view explaining the structure and operations of the particular sectors of tourism and suggesting trends and possible consequences. Text of a more applied nature on the golden triangle and its
marketing reflects the destination image of these three cities among international tourists .Chandna Roy and Tisdell(1998) concentrated on golden triangle of India according to which he explains according to Indian Policy foreign tourists are given more importance than domestic tourists .Wirtz and Lovelock have also discussed about golden triangle in his book about Service Marketing in Asia. Ritchie and Crouce (2003) highlighted on marketing of destinations
,promotion and selling .Morgan et al (2004) also explained about the destination branding .Zeithamal et al (2006)explained about the marketing of the tourism services also.
Additional Texts on attitude of tourists are exemplified by Chapman and Mcknight (2001),Bohner and Wanke (2002),Ritchie et al (2003) and Reisinger et al(2003),Gregory R Maio et al(2010).Useful reviews of research on perception are by Hitchock et al(1993), ,Luiz Moutinho(2000),Foster(2000) ,Liping A.Cai et al(2009).The content and range of tourism books generally reflect those of the wider journal literature .Inspection of the journal literature reveals not only the areas in which examination of the tourism industry is well covered but also where it is deficient. Useful descriptions of the structure ,operation of the industry and its attempts to influence demand via marketing strategies which can be found in journals The International Journal of Culture, Tourism and Hospitality Research, Journal of tourism and hospitality management ,SAGE journal,travel and tourism analyst ,the services industries journal and the trade press .Rather less is known about the characteristics of all established or new tourism products or about the produce images which has been already developed by the service providers and received by the consumers . In general there is little research on the tourism industry ,its operation which is analytical in emphasis ,providing explanations of the processes which will occur , destination image of golden triangle and its impacts on the behavior of the tourists .
1. There is a tremendous change in the perception and attitude of international tourists towards India. 2. Marketing Strategies have the potential to change attitude and perception of international tourists in `a fundamental way. 3. Attitude and Perception are face up with an increasing complexity of international tourists.
The present research study will examine how attitude and perception affect marketing of golden triangle of India. This study will be based on both quantitative and qualitative methodologies to investigate the perception and attitude of international tourists towards golden triangle. The qualitative methods will be used explicitly in the exploratory stage to initiate and provide information for further quantitative investigation or to subordinate and enhance empirical findings. The use of quantitative and qualitative research methods in tourism is both useful and appropriate. The resulting framework would help in designing the different traits or factors to explain the behavior of tourists through various theories .Very empirical study has to adopt to design an appropriate research strategy which lays out the part how to proceed from the initial research question to arrive at research goals through the evidence collected and subsequently analyzed through questionnaire method.
As the present study proposes to examine a rather new field that is towards golden triangle an exploratory research papers and case studies will be followed .These researches and case studies will be an integral part to improve useful insights into a field in which a little research study has been conducted now. The main sources of evidence for the present study will be • • • • Review of relevant literature Expert interviews Questionnaire method Evaluation of exploratory case studies and research papers.
The questionnaire survey technique will be used in this data collection process to measure tourist perception and attitude towards various dimensions of service performance and its various factors .It is necessary to develop a strong concept for “Marketing of Golden triangle” to create a strong awareness among international tourists. The data will be analyzed by using the statistical methods –frequency distribution, Chi square analysis. The international tourists will be selected by the following criterion. • • • Wide number of tourists visiting golden triangle International tourists staying at A star hotels of this circuit Tourists landing at this circuit’s airport.
STRUCTURE OF THE THESIS
This thesis is structured in four main Chapters. Starting with Tourism in India especially in the golden triangle with its appealing factors .A brief discussion about the international tourists will also be dicussed . Second chapter discusses the tourism destination image with the help of the attitude and perception as a determinant of tourist destination choice and its various theories and the scales. Third chapter discusses the marketing and destination branding and image in particular. Different strategies and example of successful use of marketing in tourism will be given with its all the points. Fourth chapter includes my research findings about the interviewed Golden triangle of India .It covers how international tourists attitude and perception affects servqual factor towards Golden triangle.
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