Project report

On
Analysis the Contribution of ITDC in
Development of Tourism in Tirupati

Compiled by

Talwinderjeet singh

enrollment no: 177455940

subject : Bts

subject code: Bts 4

Abstract
In this research we will get to know about ‘’ analysis the contribution of ITDC in
development of tourism in Tirupati ‘’.ITDC came into existence in October 1966 and has
been the prime mover in the progressive development, promotion and expansion of tourism in
the country. Broadly The authorized capital of the Corporation is Rs 75 crores and the paid
up capital as on 31.3.2005 was Rs 67.52 crores. 89.9748% of the paid up equity capital of the
Corporation is held in the name of President of India. The Corporation is running hotels,
restaurants at various places for tourists, besides providing transport facilities. In addition, the
Corporation is engaged in production, distribution and sale of tourist publicity literature and
providing entertainment and duty free shopping facilities to the tourists. The Corporation has
diversified into new avenues/innovative services like Full-Fledged Money Changer (FFMC)
services, engineering related consultancy services etc. The Ashok Institute of Hospitality &
Tourism Management of the Corporation imparts training and education in the field of
tourism and hospitality. Presently, ITDC has a network of eight Ashok Group of Hotels, six
Joint Venture Hotels, 2 Restaurants (including one Airport Restaurant), 12 Transport Units,
one Tourist Service Station, 37 Duty Free Shops at International as well as Domestic
Customs Airports, one Tax Free outlet and two Sound & Light Shows. Besides, ITDC is also
managing a hotel at Bharatpur and a restaurant at Kosi on behalf of the Department of
Tourism. In addition, it is also managing catering services at Western Court, Vigyan Bhawan,
Hyderabad House and National Media Press Centre at Shastri Bhawan, New Delhi.
 Table of Content
Introduction

Objectives of the study

Scope of the study

Literature review

Research methodology

Hypothesis of the study

Theoretical perspective

Data analysis and Interpretation

Findings and recommendation

Conclusion

References
Introduction
Tourism is one of the significant service sectors in India as it contributes about 9.6 per cent in
Gross Domestic Production and the third largest foreign exchange earner for the country. The
Government of India recognized this sector as an industry in 1986 and it became eligible for
several incentives and facilities like tax incentives, subsidies etc. Further, the tourism
industry was also declared as a priority sector for foreign investment in 1991. It is an
important tool for employment generation, economic development and rural transformation.
India is a country of vast geographical diversity which attracts tourists from all over the
world throughout the year. A number of different groups, companies and organizations are
operating in tourism sector like ITDC, Tata Group, Oberoi Group, ITC Ltd. etc. India
Tourism Development Corporation (ITDC) is the leading public sector corporation and the
prime mover in the progressive development, promotion and expansion of tourism in the
country. Since, ITDC has been playing a vital role in the growth of tourism activities in the
country, financial soundness and efficiency is prerequisite for such type of corporation
engaged in development activities. Thus, it is important to investigate the operational
activities and financial soundness of this corporation. The present study is an attempt to
analyse the financial efficiency of ITDC in the context of its financial performance and
operational activities from 2017-2020 to 2018-17. The results indicated profitability and
operational efficiency of this corporation found satisfactory during the study period. The
study also concludes that ITDC is performing well in maintaining and developing tourism
infrastructure and provide necessary facilities to the national and international tourist.
Tourism is one of the significant service sectors in India as it contributes about 9.6 per cent in
Gross Domestic Production and the third largest foreign exchange earner for the country.
The Government of India recognized this sector as an industry in 1986 and it became
eligible for several incentives and facilities like tax incentives, subsidies etc. Further, the
tourism industry was also declared as a priority sector for foreign investment in 1991.
It is an important tool for employment generation, economic development and rural
transformation. India is a country of vast geographical diversity which attracts tourists from
all over the world throughout the year. A number of different groups, companies and
organizations are operating in tourism sector like ITDC, Tata Group, Oberoi Group,
ITC Ltd. etc. India Tourism Development Corporation (ITDC) is the leading public sector
corporation and the prime mover in the progressive development, promotion and expansion
of tourism in the country. Since, ITDC has been playing a vital role in the growth of
tourism activities in the country, financial soundness and efficiency is prerequisite for such
type of corporation engaged in development activities. Thus, it is important to investigate
the operational activities and financial soundness of this corporation. The present study is an
attempt to analyse the financial efficiency of ITDC in the context of its financial
performance and operational activities from 2012-13 to 2016-17. The results indicated
profitability and operational efficiency of this corporation found satisfactory during the
study period. The study also concludes that ITDC is performing well in maintaining and
developing tourism infrastructure and provide necessary facilities to the national and
international tourist
 Objectives of the study
 To construct, take over and manage existing hotels and market hotels, Beach Resorts,
Travellers’ Lodges/Restaurants and to provide transport, entertainment, shopping and
conventional services;

 To produce, distribute, tourist publicity material and to render consultancy-cum-

managerial services in India and abroad;

 To carry on the business as Full-Fledged Money Changers (FFMC), restricted money

changers etc and To provide innovating, dependable and value for money solutions to the
needs of tourism development and engineering industry including providing consultancy and
project implementation.

 To study about development of tourism in Tirupati by ITDC

Scope of the study

To develop tourism infrastructure. The construction, management, and marketing of tourism
products including hotels and catering units. Establishment and management of tourist
transport facilities. The setting up of shopping facilities, i.e., duty-free shops and tax-free
shops. Indian Tourism Development Corporation (ITDC) is a travel and tourism organization
in India, which is responsible for the development and promotion of Indian tourism at
domestic as well as international level. It helps in the promotion and development of tourism.
In 1996, the government decided to merge three public sector tourism undertaking into one
composite corporation with the objective of securing co-ordination in tourism planning and in
the policy, efficiency and economic working of the tree corporations viz. Hotel Corporation
of India Ltd., India Tourism Corporation Ltd., and India Tourism Transport Undertaking
In October 1966, Government established the Indian Tourism Development Corporation Ltd.,
(ITDC), under the provisions of the Company Act, 1956, with an authorized capital of 5
crores. The capital was financed by the central government in term of equity and loans.
Literature review

Tourism is an integral part of

human life. It is a phenomenon
involves the movement of people
within their
own country or across the national
borders for a short run period.
Man’s thirst for travelling has
increased from
time immemorial. It opens up
horizons encourages contacts
between various cultures and
countries. Tourism
involves basically three elements,
namely, man, space and time.
Tourism is a major engine of
economic growth and an effective
instrument for generating
employment, earning
revenue and foreign exchange,
enhancing environment,
preserving culture and tradition,
boosting up the national
GDP and improving country’s
balance of payments (Bhatia,
2002). It can ensure an overall
development in a
sustainable manner in achieving
growth with equity. Economic
diversification and technological
advancement have
created a conducive environment
for tourism industry in the
present age of globalization
(Dhar, 1997; Sharma,
2000). Tourism is recognized as a
major economic contributor in
many destinations worldwide,
adding value for
Tourism is an integral part of
human life. It is a phenomenon
involves the movement of people
within their
own country or across the national
borders for a short run period.
Man’s thirst for travelling has
increased from
time immemorial. It opens up
horizons encourages contacts
between various cultures and
countries. Tourism
involves basically three elements,
namely, man, space and time
Tourism is an integral part of human life. It is a phenomenon involves the movement of
people within their own country or across the national borders for a short run period. Man’s
thirst for travelling has increased from time immemorial. It opens up horizons encourages
contacts between various cultures and countries. Tourism involves basically three elements,
namely, man, space and time.
Tourism is a major engine of economic growth and an effective instrument for generating
employment, earning revenue and foreign exchange, enhancing environment, preserving
culture and tradition, boosting up the national GDP and improving country’s balance of
payments

According to (Bhatia, 2002). It can ensure an overall development in a sustainable manner in

achieving growth with equity. Economic diversification and technological advancement have
created a conducive environment for tourism industry in the present age of globalization

According to (Dhar, 1997; Sharma, 2000). Tourism is recognized as a major economic

contributor in many destinations worldwide, adding value for foreign exchange but also
support for export industries and environmental, social, cultural, and historic resources
support and protection

According to (Ardahaey, 2011). International tourism movements hold its righteous place in
that they fix balance of payments, provide the necessary financial tools for the technological
equipment used in the manufacturing process, increasing the employment and leading to
economic growth

According to (Arslanturk and Atan, 2012). Tourism sector creates job opprotunities for the
young generation of the country

According to (Blanke and Chiesa, 2013).

The travel and tourism industry is one of the world’s largest industries with the global
economic contribution of over 7.6 trillion US$ in 2016. In 2015, global tourism revenue
reached 1.26 trillion (Turner, 2017). In India, tourism industry contributed a total of 208.9
billion US$ to GDP in 2016 accounted for approximately 9.6 per cent of India’s total GDP
and predicted to grow at an annual rate of 6.8 per cent to 10 per cent. The travel and tourism
competitiveness report for the year 2017, ranked India 40th out of 136 countries (DIPP,
2018). It holds tremendous potential for India’s economy which eventually provides impetus
to other industries. This is the main reason that today tourism is amongst the core sectors of
the Indian economy. India is a country of diversified geographically and atmospherically
where a number of tourist spots spread from large mountain ranges, hill stations in north to
sea shore and Ghats in southern part along with beautiful western desserts and heritage sites
all over the country. It makes the country tourist attraction throughout the year. The
Government of India is also concern to maintain and develop tourist destination in the
country because this sector is one of the major contributor to national income. There is
numerous travel and tourist companies are operating in India to maintain and develop the
tourist industry in the country. ITDC is one of the key players which always concern about
the growth and development of tourism infrastructure and provide necessary facilities to the
tourist in country. ITDC Ltd is a public sector tourist company which involves in various
areas to maintain and develop tourist destination and provide facilities to the tourist in the
country. ITDC is basically involved in construction and management of hotels, motels,
restaurants, tourist bungalows, guest houses, beach, resorts and provides transportation
facilities to tourists. The company is operating in all its business areas effectively and
efficiently since its inception. Financial efficiency depicts the overall service quality,
operating performance, customer satisfaction, earning capacity of a business concern. The
analysis of financial efficiency embraces the methods used in assessing and interpreting the
results of past performance and current financial position as they relate to the particular
factors of interest in investment and other important decisions taken by the concerned
stakeholders and the government (Taqi, 2013).

The present study is divided in four parts. The first part is concerned with introductory
background of the topic. An overview of India Tourism Development Corporation has been
given in the second part of the study. Third section is related with research design including
objectives, hypotheses and methodology of the study. Fourth section deals with analysis and
interpretation of the available data and it also concentrates on the conclusion of the study and
gives some recommendations based on the results and analysis.

Research methodology
Nature of the Study: The present study is empirical in nature which is concerned with the
evaluation of operating activities and financial soundness of development of tourism in
tirupati in ITDC
Nature and Sources of Data: The secondary data considered for the analysis which has
been taken from the published annual reports of Indian Tourism Development Corporation
(ITDC). The other relevant information has also extracted from Journals, magazines,
newspapers and internet sources.
Tenure of the Study: The study is conducted only for five years ranging from 2019-2020

Tools used for the Study: Correlation and ordinary least square regression method
has used for analysis purpose Tabular and graphical presentation of data has also
given for the better understanding about the performance of ITDC.
Variables used for analysis: Total revenue, net worth, profit before tax, profit after tax,
earnings per share and dividend per share of ITDC has considered for the research
purpose

Hypothesis of the study

H01: there is no significant impact of revenue on profit after tax.

H02: there is no significant impact of revenue on EPS.

H03: there is no significant relationship between net worth and EPS.

Limitations of the Study

The present study is limited to the evaluation of operational activities and financial efficiency of
ITDC Ltd. The data used for the study is secondary derived from the annual reports and other relevant
publications of ITDC Ltd. and it is confined to only five years ranging from 2019-2020

Theoretical Perspective
Indian Tourism Development Corporation ltd.
ATT caters to various travel needs of the traveller- Air ticketing, Transport, Customized
packages, pre and post conference tours, off season discount packages and city sightseeing
tours. ATT has also forayed into the area of cargo handling. ATT operates from important
destinations throughout India such as Delhi,  Chennai, Bangalore, Kolkata and
Hyderabad. Manned by professionals with years of expertise, ATT offers friendly and
personalized services to ensure memorable experiences.
Our comprehensive services are executed with maximum efficiency taking into account every
minute detail. ATT takes you across India and the world with great comfort and ease.  Issued
on their own with minimal human intervention. At present, this portal and the credentials
have been shared with multiple Government organizations. ATT has the in-house expertise to
provide air ticketing solutions for almost all the airlines- Domestic and International. Even
though air ticketing services are provided in Delhi, Chennai, Bangalore, Kolkata and
Hyderabad, ATT is equipped to provide the services to clients Pan India.

TOUR PACKAGES

ATT offers all-inclusive package tours to various destinations across India. It also offers
tailor made packages for individuals and groups tours; specially designed for Government
officials. ATT is also the preferred agency for providing special darshan facility to its clients
for Tirupati conducted tour, operated from centres in the south.

TRANSPORT

TRANSPORTATION –CAR / COACH RENTALS

ATT offers transportation services to Government departments and to tourists through its
dedicated fleet of cars along with empanelled transport operators. ATT is the most preferred
agency in providing the transport services for the big International Events / Conferences and
VVIP State guests received by the Govt. of India through various Ministries.

CARGO HANDLING SERVICES

Ashok Travels & Tours offers comprehensive cargo solutions in India and abroad. We have
arrangements for smooth handling of cargo within India and abroad. We also arrange the
transfers of official goods from city-to-city (Domestic) and country-to-country
(International). The services are offered door-to-door which means pick up from the door,
packaging of goods, weighing of goods, transportation, customs clearance, local authority
clearance, freight booking, door delivery, chartering of vessel or aircraft for project cargo
with custom clearance at both the ends
The major focus of ITDC was to establish an elaborate modern infrastructure (The Ashoka
group of Hotels). The major role was played by Air India for the promotion of tourism in
India and promotional centers were set up in London and Frankfurt. Tourism industry is
playing an important role towards the contribution to GDP (gross domestic product) of the
nation, employment and balance of payment. Almost all the countries are promoting tourism
on priority. The potential of tourism sector to stimulate economic and social development
thereby transforming economies is internationally acknowledged. Tourism is not only a
growth engine but also an employment generator. The importance of tourism as a creator of
job opportunities can be understood from the fact that in India every one million invested in
tourism creates 47.5% jobs directly and around 85-90% jobs indirectly. In comparison,
agriculture creates only 44.6% jobs and manufacturing a mere 12.6% jobs. Moreover tourism
is the third largest foreign exchange earner after gems, jewellery and readymade garments. In
India tourism contributes 6.2% to the national GDP (Gross Domestic Product) and 7.7% of
total employment. World Travel and Tourism Council has predicted an annual growth of
8.8% between 2011to 2021. Besides this it is well-known fact that the complete potential of
India tourism has not been explored yet. Since tourism is a multi-dimensional activity which
is principally a service industry. The wholesome participation of all the departments of the
Central and State governments, private sector and voluntary organizations, NGO’s will help
to attain sustainable growth in tourism. Marketing of Tourism is beneficial to the economy of
the country and also for image building, tax benefits, educational significance, and cultural
significance, earning foreign exchange and generating employment opportunities. Tourist
choice of travel destinations depends on their motivation. While one may like to relax in a
beach resort another may like to spend the vacation in a hill resort. Similarly, art lovers may
like to visit museums or monuments. Tourists’ travel motivations may be categorized as
pleasure and recreation, art and culture, nature and 2 wildlife, training and education, health
and medical, spirituality and religion, sports and adventures etc; Pleasure, relaxation and
Recreation: Pleasure and recreation are two important motivations that make people travel.
Pleasure travelers are those who travel for the purpose relaxation and recreation. For
recreation purposes, people generally prefer to travel to beaches, hill-stations, and mountains.
Pleasure tourists get involved in wide range of outdoor activities such as sunbathing, tennis,
water skiing, shopping, and socializing. Relaxation is essential to keep the body and mind
healthy. For this you need to take a break from routine of the everyday life. For this they try
to change the environment which gave them opportunity to see new places, meet strangers
and enjoy this exotic and romantic experience Sports and Adventure: Participation in sport
events or watching them as spectator is now an important travel motivation. Several regional,
national and international meets and events attracts people from different parts of the world
either to participate or to watch the events. Tourists prefer to combine their vacation with
sports events to get value for money. Adventure sports are another important travel
motivation. Some adventure sports like bungee jumping, sky diving, snorkeling, trekking,
mountaineering, rock climbing, parasailing, river rafting, scuba diving etc are exciting and
attractive activities for adventure tourists. Health and Medical: Maintaining good health has
become an increasingly important factor in people’s lives. Tourism plays vital role in offering
diverse health and medical facilities to people across the world. India holds an advantage as a
Medical Tourism country due to the well trained doctors and medical staff, up-to-date
medical equipments and the cost of quality of medical procedures and services are low
compared to developed countries. Education: Thrust for education is one of the important
drives for tourism. Tourism fosters a number of the exchange programmes across
communities through direct interaction between the host and the guest. Students travel to
obtain knowledge directly from renowned teacher, pioneer of the subject to understand the
subject in depth. For instances, foreigners travel to India to learn about Hindustani Gharana
Music. Similarly, many Indian universities have exchange programmes that facilitate foreign
students to study in India and vice versa. Culture: ‘Cultural tourism’ is the subset of tourism
concerned with a country or region’s culture. It generally focuses on traditional communities
who have diverse customs, unique forms of art, and distinct social practices, which basically
distinguish it from other types/forms of culture. It is generally agreed that cultural tourists
spend substantially more than standard tourists do. This form of tourism is also becoming
generally more popular throughout the world. This kind of special interest tourism itself often
dictates the planning and the development of travel to a particular destination. Business:
Today whole world has become a global village. Internet has destroyed the boundaries and
geographical limitations, these no longer are a hindrance for any kind of business to operate,
also due to the open economy, the whole world has become a single market and all have got
equal opportunities to operate various business. For such expansion of business proper region
wise establishments are required, which in turn encourages several visits to those places and
this gives boost to business tourism. India (because of Mumbai) ranks 1st in Business tourism
and received 41, 56,343 foreign visitors which share 20.8% International visitors in 2013. It
is found that India witnessed annual growth 24.73% in domestic and -23.9% in foreign tourist
arrivals 20134 . Other types of Tours include, Travelers moving as Folk Arts viewers,
Handicraft fairs, Traditional Music Lovers, Classical and Folk Dance viewers, visits to Forts,
Festivals and fairs, Art and Crafts, Entertainment and Amusement enjoyers of local leisure
and Night Life etc. Good food with regional specialty is one more attractions for which
tourists prefer to move from place to place. India is ultimate travel destination of India for
tourists, pilgrims, adventure lovers, artists and businessmen since ancient time. India is a
huge state endowed with lots of natural attractions such as serene beaches, rocky hills,
sprawling wildlife sanctuaries, adventure sports, vibrant metropolis, historic caves, rural
destinations and medieval monuments. This large state has immense potential for the
expanding tourism industry. India ranks 5th and received 8, 27, 00556 domestic tourists and
shared 7.2% of the domestic tourism of India in 2013. Whereas India ranks 1st and received
41, 56,343 foreign visitors which shared 20.8% International visitors in 2013. It is found that
India witnessed annual growth 24.73% in domestic and -23.9% in foreign tourist arrivals
2013. This is mainly because the foreign tourists use the state as a transit point. The flagship
of tourism industry in India is MTDC (India Tourism Development Corporation). Besides
there are a number of agencies working in the semi – government and private sector for
promotion of tourism in India. So, in-depth studies are necessary to ascertain whether the
optimum management potential is made use of by the above units. Moreover, based on the
above study, the strategic management principles and methods to be adopted by the tourism
industry in India can also be worked out in the years to come. The new advertising strategy
has to have an element of aggressive selling. Price becomes an important element in -the
advertising text to draw customers to India. The idea has to dispel the misgiving that the
prices of 6 India tours must be high and not within the reach of most people. An attempt has
to be made to project India as a destination by itself and affordable too. Scope of the study
also covers Marketing strategies keeping in mind the present scenario where the existing
Marketing Strategies are not as successful in India as they are in the other states and nations.
For E.g.: Various countries and states are using the latest technology, tools and strategies for
marketing and promotion of the tourist’s places, like ICT, internet and their applications.
These concepts (applications) are massively used for promotion currently (e.g. Well versed
Websites, use of multimedia, GPS System, Social sites, videos, digital Screens, App’s and
QR Codes). These technological tools change the dimensions and reach of marketing and
promotions. Today without these it is impossible to promote any kind of product with
minimum error, curtailing time, reaching to the masses in fraction of seconds and deserving
results of visibility of the product. If these technological advancements are used to its fullest
potential it will take India tourism years ahead than others. However, the India tourism sector
is facing challenges such as lack of good quality tourism infrastructure, global concerns
regarding health and safety of tourists, disparate passenger/road tax structures across various
states and shortfall of adequately trained and skilled manpower. While several plans and
programmes have already been devised for tackling these challenges, successful
implementation would be critical to accelerate growth. Besides this it is a well-known fact
that the complete potential of the India tourism has not been explored yet. Since tourism is a
multidimensional activity which is principally a service industry. The wholesome
participation of all departments of the Central and State governments, private sector and
voluntary organizations, NGO’s will help to attain sustainable growth in tourism.

In the modern competitive business environment marketing strategies play a very significant
role, which provides the base of a marketing plan and indicate the future course of action. A
systematic marketing strategy contains organizational goals, policies and actions in order to
carry out the business efficiently and effectively. With the passage of time and improvement
in transportation system, the Indian hostel industry has witnessed tremendous progress and
played a vital role in enhancing the image of tourism industry. Tourism industry is one of the
fastest growing and oldest industries; the marketing of hotel services available at the various
levels and destinations is of crucial importance, without which we cannot achieve the benefits
of this fastest growing industry. The ‘Incredible India’ and ‘Atithi Devo Bhava ‘ campaign
have also played a vital role in the promotion of national and international tourism and
consequently the hotel industry. The recently launched ‘Namaste India’ campaign will also
be helpful in boosting the role of hotel industry, if innovative ideas are developed, effective
making strategies are followed and implemented by this industry in general and the
prominent group of hotels in particular to attract the potential travelers. This paper attempts
to highlight the challenges before Indian hotel industry and strategies adopted to face these
challenges. And also suggest certain measures to improve the operating efficiency and make
viable this prestigious industry Hotel is a place which provides Accommodation (to stay),
Food and Beverages (something to eat and drink), Services (to view and enjoy) and
Entertainment (Intangible elements) of travelers. The word hotel originates from the Latin
word ‘Hospitium’s ‘the hall in a medieval monastery where guests are given hospitality
became ‘Hospice’ then ‘Hostel and ultimately hotel (Barun Kumar Chakarvarty, 2000). This
industry contributes around Rest. 87,601/- crores to the National Exchequer currently with a
contribution to GDP to the tune of 6.1percent in the year 2008-09. This industry also provides
around 5.4 percent of the total employment in India. The origin of the hotel industry goes
back to the middle part of the 19th century, when first western style hotel was established by
Britishers in Bombay in the year 1840. In the early part of the 20th century, almost all the
hotels were owned and managed by Britishers and Swiss. These hotels were mainly for
princess, aristocrats and high dignitaries. In the modern times, there are different categories
of hotels in Indian hotel industry which may be classified on the basis of nature, location,
size, type and category (Bidhi Chand, 1994 and Philip Kotler, 2000). ON THE BASIS OF
NATURE Palace Hotels: The magnificent palaces of former Maharaja converted into the
Luxury hotels. Kashmir was the first state in India to convert Maharaja Palace into a luxury
hotel followed by Jaipur palace, Jodhpur palace etc. At present, there are more than 20
palaces which have been converted into Five Star luxury hotels. Heritage Hotels: Old
properties of royal and aristocratic families built prior 1950, are renovated and the old aura is
recreated for the tourists to stay in heritage surroundings. As the traditional structures reflect
the ambience and life style of the by gone era, it is very much popular with the tourists.
Resort Hotels: These hotels are located near the sea, mountain and the areas surrounded by
natural beauty. The basic objective of visiting resort hotels is rest and relaxation away from
routine busy work life. There are summer resorts, winter resorts and all season resorts.
Budget Hotels: In 1960s, this new type of hotels came into existence. These are the economy
or budget hotels, provide only room space without food or beverages services (Jha, 1988 and
Simon Hudson, 2008). ON THE BASIS OF LOCATION Sub-urban Hotels: Situated away
from the city or town Down town Hotels: Situated in the heart of the town or city Motels: It
provides parking space to the travelers traveling by automobiles, located near highways and
catering services to business man traveling by road. Floatels: Hotels located on the surface of
the water like sea water, river or lake like house boat in Kashmir. All the facilities and
services are provided to tourists like hotels. Rotels: These are the hotels on wheel. Rotel is the
short form of “rolling hotels.” It is the latest trend in the hotel industry and it is more popular
in European Countries. Airtel: Hotels near airport like centaur hotel near Mumbai Airport.
The guests can watch and enjoy landing and take off of aircrafts.

Resorts: Resorts hotels are visited by tourist for relaxation, recreation and for entrainment.
These resorts are located near some scenic beauty like sea, mountains, wild life sanctuaries or
nationals parks. There are summer resorts, winter resorts, all seasons’ resorts, hills resorts and
health resorts. These resorts offer many facilities like swimming pool, tennis court, boating,
surfing etc (Pran, 1987). On the Basis of Size: A hotel has less than 25 rooms is a small hotel,
A hotel between 25-99 rooms is a medium hotel, A hotel between 100-299 is a large hotel.
ON THE BASIS OF TYPE OF PLAN Continental Plan (C.P.) – It includes tariff and
continental breakfast. European Plan (E.P) – It includes only room tariff. American Plan
(A.P.) – It includes room tariff and all three meals. It is also known as pension plan. Modified
American Plan (M.A.P.) - It includes room tariff, breakfast and any one of the two meals. It is
also known as Demi-pension of half board. Bermuda Plan (B.P) – It includes room tariff and
morning tea. On the Basis of Category: In order to maintain the standards and enforcing
control, Ministry of Tourism and Culture has developed a system of categorizing the
available accommodation as per certain criteria. Accordingly, the hotels are either approved
or unapproved. Approved hotels are of international standard. Approval itself is sufficient for
advertisement and salability of hotel product. There are six categories of hotels from Five
Star to One Star depending upon the available facilities and services. There are non star or
commercial hotels also in the industry, which are located near the business or commercial
centers of the different cities and have easy access to transportation (Richard Kotas, 1980).
PROMINENT INDIAN HOTEL GROUPS The Taj Group of Hotels: The Taj Hotel Group is
a premier and top hotel chain in India. It is a symbol of quality and elegance, the brand offers
all the facilities and services to the visitors. The Taj group is a part of the Tata group of
companies. It was established by Jamshedji Tata on 16th December 1903. The Taj Hotels
Resorts and Palaces have around 57 hotels located in 40 cities of India. Apart from this, this
group also has about 18 hotels located in other parts of the world like Australia, Africa,
America, Bhutan, Maldives, U.K. Middle East etc. Oberoi Group of Hotels: This group was
founded in the year 1934; it operates 27 hotels and 3 cruisers in five countries under the
luxury ‘Oberoi’ and Five Star ‘Trident’ brands. The group is also involved in flight catering,
managing airport restaurants, travel and tour services etc. The group has an international sales
and marketing presence highly motivated and well trained staff in New York, London, Paris,
Rome, Frank furt etc. The Welcome Group of Hotels: Indian Tobacco Company (ITC): ITC’s
hotel segment was launched on 18th October 1975 with the opening of first hotel in Chennai.
ITC Welcome Group Hotels Palaces and Resorts, is today, one of India’s finest hotel chains,
its distinctive logo of hands folded in the traditional ‘Namaste’ is widely recognized as the
ultimate in Indian hospitality. The group owns and manages around 90 hotels situated in 77
locations all over the country. The ITC group is the first hotel chains that introduced the
concept of “Branded Accommodation”. This led to the setting up of guest rooms under
different categories each room has its own décor and service pattern (Yogendra, 2004). The
Ashok Group of Hotels: Indian Tourism Development Corporation (ITDC) was established in
the year 1966 as autonomous public sector corporation. Its objective is to develop
infrastructure and promote India as a tourist destination. ITDC provides a complete package
of tourism services including accommodation, catering, transport, publicity, hotel
consultancy, duty free shops, entertainment and shopping etc. The Ashok Group is the largest
in the country and offers accommodation from luxury suits to modestly furnished rooms,
from beach resorts to a moderately priced forest lodge. There are around 4000 rooms in this
group of hotels scattered all over the country. Marketing Strategies for Hotel Industry: On
account of growing economic activities and interdependence of countries worldwide have led
to cross border transaction in goods and services. The interdependency and integration of
individual countries called as globalization. Globalization integrates not only economies but
societies also for knowing historical facts, geographical locations, fauna and flora, different
religions and cultures and new ideas. On account of attraction of tourism in India, the strategy
of 11th Plan on tourism is to achieve International tourist arrivals of 10 million by the end of
the 11th plan. This plan has also a strategy to achieve a level of 760 million domestic tourists
by the end of 11th plan at an annual growth rate of 12 percent. During the 10th Five Year
Plan, a double pronged strategy of upgrading the tourism infrastructure and vigorous
marketing under the banner of “Incredible India” campaign was followed to position India as
a global brand. The following four point progress was sought to be achieved to a large extent
among the target tourists and in source markets: (i) from non awareness to awareness, (ii)
from awareness to interest (iii) from interest to desire (iv) from desire to final action i.e.
booking holiday.

Thus, in order to strengthen the hotel industry, this four point programme, again should be
given due importance during the 11th plan also to convert the desire of tourists into final
action i.e. booking a holiday (hotel). There are different categories of visitors, who are using
the services provided by the Indian hotel industry groups. The implementation of marketing
principles in this industry makes it essential that marketers should be aware about the
different categories of customers like national and international, business executives,
politicians, officials, academicians, students, medical representatives etc. Tourism marketing
is a combination of tourist generating areas, journey by tourist and the volume of travel. In
hotel marketing, it is the flow of services from the producer (hotelier) to the customer (guest),
which is based on relationship and value. In hotel industry service is the product. A service is
an activity, which is intangible and does not result in ownership of anything. The application
of marketing principles in the hotel industry is essential with the objective of initiating
qualitative improvements in the services and generating satisfaction so that the guest’s
expectations are entertained. As a result, in marketing of services promise is sold, for this,
effective strategies should be followed and implemented. In order to implement marketing
strategy successfully, there must be the formulation of marketing mix in hotel industry. viz.
(i) Designing the Product: which includes reception, lodging, entertainment etc. (ii) Decision
about Price: It is a most crucial aspect, it includes quality and facilities provided by hotel,
paying capacity of customer, consideration of seasonal fluctuations etc. (iii) Selection of
Place: Suitable location, site and surroundings for a hotel is of virtual importance. (iv)
Strategies for Promotion: Formulation of strategies for conversion of casual visitors into
regular visitors, effectiveness of publicity and advertisement, personal selling, incentives to
employees etc. For a service sector like hotel industry, there must be the consideration of
three more P’s for rendering the services more effectively, viz. (v) People: Consideration of
human efforts which plays a vital role in rendering the services and attracts potential visitors.
(vi) Physical Evidence: It is the environment where in service is delivered to customers or
guests, where staff member of the hotel interact with guest and any tangible component that
facilitates performance or communicate service like dress of hotel staff signage, facility
design etc. (vii) Process: Procedure or mechanism through which service is delivered. In
order to achieve the organizational goal (i.e. rise in number of visitors and improvement in
profitability) the hotel industry should implement the aforesaid Seven P’s with full
enthusiasm and managerial approach. Challenges Ahead: At present, there are many
challenges before the Indian hotel industry like: - Terrorism and political turmoil - Global
economic meltdown - Skilled human resources - Changing scenario of market - Flexibility in
the rules and regulation regarding appreciation and depreciation in Indian Currency. -
Seasonal Fluctuations (Peak and Dull). - Technological implications - Lack of security
measures at the tourist destinations - Deteriorating law and order situation - Competitive
environment - Increase in the slab of service tax is also major bottleneck in the growth and
development of hotel industry. - In addition to the aforesaid challenges faced by the Indian
hotel industry, the most important challenge is the gap between demand and availability of
rooms for travelers. At present, there is the availability of 110000 rooms with a shortage of
150000 rooms in the industry. This gap indicates a shortage of more than 100 percent rooms.
Suggested Remedies: Moreover, in order to improve the operating and financial efficiency,
following measures may be taken as a part of strategy by the Indian hotel industry: - To
reduce the gap between demand and availability of rooms for travelers, there may be
expansion in existing capacity and new hotels may also be established. - Recruitment and
selection of staff should be done from reputed hospitality management institutions. - There
should be proper job evaluation and implementation of incentives and fringe benefits scheme.
- Select the dynamic employees for interaction with guests. Language and personality should
be the main criteria. - There should be participative management; employees should be
involved in decision making. - Creation of sense of belongingness among the workers. -
Proper investment policies should be developed. - There should be full and proper utilization
of available resources - Awareness about the consumers need, attitude, trend, fashion paying
capacity etc. - Participation in different fairs, festivals and cultural programmes.

Creation of genuine and personal relationship with customers according to there expectations.
- Conduct market research programmes to know the feeling and satisfaction of customers
regarding the services as provided by hotel. - To improve the profitability, develop strategic
partner with leading international groups of hotels. In fine undoubtedly, Indian hotel industry
has reached to alarming dimensions more specifically with the on set of globalization. The
suggestions and strategies given above if implemented will go a long way to help further
develop the hotel industry at par with international level.

Ashok Institute of Hospitality &Tourism Management (AIH&TM) an ISO 9001: 2015

certified Hospitality Training Institute is the Human Resource Development Division of India
Tourism Development Corporation Ltd. This institute is spread over two campuses, one at
Hotel Samrat, The Centre of Excellence, New Delhi and the other at Qutab campus in Qutab
Institutional Area, New Delhi. The Institute came into existence in 1971 for in-house training
of staff and executives in ITDC hotels. Post disinvestment, in the year 2002, it became a
Strategic Business Unit for undertaking education and training related assignments in the
Hospitality Education. Having more than four decades of experience in hospitality training
and skill development programmes, with a pool of experienced and enthusiastic trainers and
faculty, AIH&TM boasts of its quality and excellence in training deliverables, particularly in
training of Hospitality Areas like Food Production, Food & Beverage Service, Front Office
and Housekeeping.

MISSION

We are committed to maintain Leadership in developing of Hospitality, Travel & Tourism

Skills and to meet Customer Satisfaction through need-based Quality Professional Courses/
Programmes related to the present and encompassing future challenges. Our endeavor is to
achieve continuous improvement through regular review mechanism”
AIH&TM (CENTRE OF EXCELLENCE)

Located at Hotel Samrat.

Centrally Air-conditioned Institute with five classrooms.

Separate Training Kitchens: Basic Training Kitchen (BTK)

Quantity Food Kitchen (QFK)

Advanced Training Kitchen (ATK)

Bakery & Confectionery Lab.

Training Restaurant with Mock Bar

Dining Hall for students

Mock Guest room cum House Keeping Lab.

LAN enabled Computer Lab

Library

Front Office Lab.

The government plans to change its overseas marketing strategy and seek the help
of private companies for the first time to attract more foreign tourists to India.
Photo By Ramesh Pathania
Tourism offices may be opened in new locations as well.
After the assessment, some tourist offices may be expanded or relocated, according
to a report prepared by a working group on tourism for the 12th Five-Year plan
that starts 1April.
India currently has 14 such offices in cities such as Tokyo, Beijing, Singapore,
Sydney, Dubai, Paris, London, New York and Los Angeles.
“The tourism offices overseas are not accountable right now," said Iqbal Mulla,
president, Travel Agents Association of India, an industry lobby. “They need to be
made accountable in terms of growth in tourism from the respective markets."
The ministry is also considering a plan to appoint marketing representatives to
expand its presence.
“Involving private parties to do marketing was a suggestion of the finance
ministry," said the official at the tourism ministry. “Appointment of such market
representatives rather than opening offices would reduce cost, enable us to
overcome the problems such as language and cultural barriers and create our
presence globally."
The ministry had last month invited “expressions of interest" from public relations
and advertising companies for marketing and promotion of India’s tourism in 16
potential and emerging markets including countries such as Spain, Russia, Ukraine,
Kazakhstan, Thailand, Malaysia and South Korea.
“If there are private parties involved, their work will be actively recorded," said
Mulla. “For existing offices, they should also involve private parties for marketing,
because government officials are administrators and not marketing executives."
The move will help in meeting the government’s goal to attract 20 million tourists
by 2020 from 6.2 million now, he said.
India had a 0.6% share of global tourists in 2011. The ministry aims to increase
that to 1% by 2017.

The growth of tourism is at a very quick pace the year 2004-2005 show tourism as major
contributors to IndianEconomy. There was a dramatic increase in foreign exchange. There is
an excessive growth on the arrival of foreigntourist. Tourist started coming from USA, UK,
Middle East, South Africa, Spain, France, and Portugal etc. It is observedthat average growth
rate of tourism in India is 13% as compared to growth rate in the world as 7% which shows
theimportance of tourism industry for the Indian economy. However, the tourism industry in
India has a share of 0.52% ofworld tourism and the receipts as 0.89% of the world receipts.
Tourism is a major contributor in India's economy. Indianeconomy is second fastest growing
economy in the world. With growth of this economy, tourism industry is
also prospering. In 2002 to 2010, the international tourist flow has increased
from 2.58 million to 5.11 million.Thereisdramatic increase in foreign tourist arrival. In 2013
it was 9% as compared to the 4.3% in 2012. Foreign ExchangeEarning (FEE) from tourism in
2013 were Rs. 105836 crore with a growth of 12.01%, as compared to the FEE of Rs.94487
crore with a growth of 21.77% in 2012. Some of the recent initiatives taken by the
Government to boost tourisminclude grant of export house status to the tourism sector and
incentives for promoting private investment in the form ofIncome Tax exemptions, interest
subsidy, and reduced import duty. The hotel and tourism-related industry has beendeclared a
high priority industry for foreign investment, which entails automatic approval of direct
investment up to 51 per cent of foreign equity and allowing 100 per cent non-resident Indian
investment and simplifying rules regarding thegrant of approval to travel agents, tour
operators, and tourist transport operators. Briefly, Indian tourism has hugeuntapped potential
for generating employment and ensuring a steady flow of foreign exchange besides giving a
much-

needed boost to the country’s overall economic and social development. There have been
signif 

icant improvements in thespheres of increasing air seat capacity, trains and railway
connectivity to important tourist destinations, four-lining ofroads connecting important tourist
centers. Accommodation facilities have been redefined for the convenience of thevisitors.
Right from luxury resorts to paying guest accommodations, there is something for everybody,
to suit every pocket.On the other hand domestic tourist flow is also increasing particularly
Maharashtra accounts for the largest numberof domestic tourist i.e. 15.4 million in 2008-09.
There is bright future to grow in this service sector. India is also facingthe problem of
unemployment. This tourism service sector generates large employment.

History of Indian Tourism

In the earlier days soon after independence, Indian Government did not pay much attention to
tourism. Worldwide,the numbers of international tourists were limited and among those
tourists, there were only few who considered goingtoofar away places like India. The
first public milestone in the history of tourism was the creation of the IndianTourism
Development Corporation (ITDC), in 1966. This federal organization was meant to develop
touristinfrastructure and services. At state level, similar Corporations were established. Their 
budgets were small and thescales of their
operations were limited. Moreover, the tourist services they offered were generally considere
dsubstandard and indifferent

Both the Tourism Development Corporations (TDCs and the ITDC especially) and private
entrepreneurs set upluxury hotels in the metropolitan at international entry and exit points.
These hotels accommodated foreign visitors aswell as the local elite, who patronized such
hotels throughout the year. In some local tourist centers in the vicinity ofmain entry points
(e.g. Jaipur and Agra) such hotels were established. Most of the present Indian tourist
destinations
developed through a slow process which started with the arrival of ‘adventurous’ tourists and 
their interactionwithlocalcommunities.Tourism development was a largely unplanned
exercise in India. This held true for different states to differentdegrees. In Kerala, Jammu and
Kashmir, Goa and Himachal Pradesh tourism was much more consistently incorporatedinto
state (five year) plans than in other states, even relatively early on - in the 1970s. At that time,
these states alreadyattracted a relatively large share of India's international tourists and were
to become India's main tourist states and'models for tourism development' (Singh, 2001).
Still, even in these states, tourism was largely left to the private sectorand to a comparatively
unrestricted market. While there have been slight modifications in policy, this basic
conditionhasn't changed.National Tourism Policy 2002The objective of tourism development
in the country was presented in the parliament in 1982. However, tourismdevelopment was
formulated in the closed economy with rigid licensing procedures. The policy also did not lay
adequateemphasis on domestic tourism and product development was necessary. In the Chief
Minister’s Conference which washeld on October 30, 2001, then the Prime Minister of India,
Shri Atal Bihari Vajpayee had stated that tourism is a majorengine of economic growth in
most of the part of world. Several countries had transferred their economies using thetourism
as a base. It has great capacity to create large scale employment of diverse kind-from the
most specialized to theunskilled. As all of us know that generation of massive productive
employment opportunities India needed the most.After this incidence, the ministry of
tourism had prepared a draft of ‘National Tourism Development Policy’ with theobjective of
positioning tourism as a major engine of economic growth so that direct and multiplier effects
foremployment and poverty eradication in an environmentally sustainable manner.This policy
based on following principles1. Fact should be taken into account of last four decades or so, a
tourism revolution has been sweeping the world.India must change the strategies as well as
the techniques and tools of tourism development of implementation.2. Government has to
provide a legislative framework to regulate tourism trade and industry, ensure safety
andsecurity of the tourists and create basic infrastructure and health care facilities.3.

Relationship between tourism and culture assets should be recognized and provides for
improvement andenvironmental up gradation of the protected monuments.4.Effective linkage
and co-ordination should be established within the civil, aviation, environment and
forest,railways and home department.5.Development should be managed by ensuring that
tourism acts as smokeless industry and ecological footprintsas soft as possible. Neither over
exploitation of natural resources permitted nor the carrying capacity of tourist-site
ignored.6.Greater emphasis laid on eco-tourism and it should be broader than nature tourism.
It should help in removing poverty, unemployment, enhancing
of status of women, preserving culture and heritage, encourage tribal andlocal crafts.7.Special
thirst should be on rural tourism and tourism in small settlements where sizable assets of
cultural andnatural wealth exist.8.Due importance should be given to domestic tourism
especially pilgrimage and should design infrastructure thatcan serve international tourism.9.A
new class of young tourists, opt for adventure and distant destinations, in hills, caves and
forests, is emerging.This class is not looking for 5 star accommodations but only for simple
and clean places to stay. Therequirements of this class of tourists should be met and guest
tourism encouraged through Panchayat and local bodies and associations.10.Special
attractions like Yoga, Siddha, and Indian cuisine should be made sue of and effectively
encouraged.11.Tourist industry and travel agents should persuade to adopt voluntarily a code
of ethics.12.State policy should be earmarked to act as a tourist policy.13 At the international
level India should play a dynamic role and make its presence. Its unique cultural values
andspiritual heritage should be projected with dignity and elevation.14.Civic administration
and good governance must be attended. Broadly the National Tourism policy can be
described as follows1. Position tourism as an engine of economic growth.2. Harness the
direct and multiplier effects of tourism for employment generation, economic development
and providing impetus to rural tourism.3. Focus on domestic tourism as a major driver at
tourism growth.4.Position India a global brand to take advantage of the bargaining global
travel trade and the vast untapped potential of India as a tourist destination.5.Acknowledge
the critical role of private sector with government working as a pro-active facilitator and
catalyst.6.Create and develop integrated tourism circuits based on India’s unique civilization,
heritage and culture in partnership with states, private sector and other agencies.7. Ensure that
the tourist to India gets physically invigorated, mentally rejuvenated, culturally enriched,
spiritually, elevated and ‘feel India from within’

The policy document has taken into consideration seven key areas that would provide the
thirst to tourismdevelopment. These are Swagat (Welcome), Soochna (Information), Suvidha
(Facilitation), Suraksha (Safety), Sahyog(Cooperation), Samrachna (Infrastructure
Development), and Safai (Cleanliness).
The India’s Vision for the development of the tourism sector was to“Achieve a superior
quality of life for India’s people through Tourism which would provide a unique opportunity
for physical invigoration, mental rejuvenation, cultural enrichment and spiritual
elevation”. To achieve overall vision fivekey objectives was set to achieve.a.Positioning and
maintaining tourism development as a national priority activity b.Enhancing and maintaining
the competitiveness of India as a tourist destinationc.Improving India’s existing tourism
products and expanding these to meet new markerequirements

Role and Functions of ITDC in Tourism

Ministry of Tourism of the Government of India as the nodal agency formulates national
policies and programmesfor the development and promotion of tourism sector in the country.
In performing this role the ministry coordinates
theactivities of various other central government ministries,
state government, union territories and the private sectorrepresentatives, the union minister
for tourism and culture, Government of India heads the ministry. The Secretary oftourism is
also the ex- officio; Director General of Tourism provides the executive direction to the
ministry.The Directorate General of Tourism is an attached office of the ministry, has 20 field
offices within the country, 14overseas offices. The overseas offices promote the market for
Indian Tourism abroad. The domestic field offices aresources of tourist information. They are
also responsible for monitoring the progress of implementation of field projectsin their
respective jurisdictions.India Tourism Development Corporation (ITDC) is the only public
sector undertaking under the charge of Ministryof Tourism, Government of India. The
Ministry is also in charge of following autonomous institution. National Council for Hotel
Management and Catering Technology and the Institute of Hotel Management.There is
one advisory committee to advise the Government for various tourism related policy and give
movementfor development and promotion of tourism in the country, the government
constituted a National Tourism AdvisoryCouncil headed by Union Minister for Tourism
and Culture, including the members representative of ministries ofGovernment of Indian,
Secretary to Tourism, Finance secretary, Principal Adviser (Tourism) Planning
Commission,Culture Secretary, Urban Development Secretary, Foreign Secretary, Experts in
the field of Travel and TourismManagement, President of Associations of Federation of
Indian Chambers of Commerce and Industry, PHP Chamber ofCommerce and Industry,
Associated Chamber of Commerce and Industry of India, Confederation of Indian
IndustryTravel Agents Association of India, Indian Association of Tour Operators ,
Federation of Hotel and RestaurantsAssociation of India, Hotel Association of India,
Experience India Society, Ministry Secretary of tourism of variousstates/UTS(Union
Territories) could be invited as special invitees as and when necessary. Member Secretary-
AdditionalDirector General Tourism, Ministry of Tourism Government of India

Recent Tourism Initiatives in India

Being the largest Indian democracy in the world has its own benefits. To make the most of
the coming Lok Sabhaelections, city-based Akshar Travels has come up with special
packages for foreign tourists to help them experience the poll fervour. Akshar Travels
and chairman of the Gujarat Tourism Development Society, has signed an agreement
withabout 60 tour operators across the country, as well as some in Paris, Amsterdam, Dubai,
Abu Dhabi, London, Beijing,Tokyo,etc, to promote the cause of what he calls “ poll
tourismPoll tourism packages at ITB Berlin (International Tourism -Börse Berlin), a leading
travel and tourism conferenceattended by tour operators, hoteliers and people from the
hospitality sector from about 100 countries. They receivedabout 800 enquiries for the election
tourism package. London, Ukraine, Beijing, Singapore and parts of France accountedfor most
of these enquiries, A typical poll tourism package, priced between $1,200 and $1,800 a
person for a six-night-seven-day trip (includingfood, stay, transportation and a few activities)
combines visits to major tourist attractions in India with attending politicalrallies, interacting
with political leaders and soaking in the election fever. For instance, under a Delhi-Agra-
Jaipur package, a tourist could visit various sites in the capital, attend political rallies and spe
nd evenings interacting withrepresentatives of political parties. They also approached the
Election Commission of India to seek approval for foreign

tourists to visit poll booths. However, it hasn’t secured an approval so far.

 Hoping to see about 2,000 visitors opting for packages, especially from regions like Egypt
and the Gulf, wheremany are not familiar with a democratic process of electing
leaders. Witnessing huge turnouts at political rallies, banners, hoardings and huge cut-outs
of political leaders in the South; the entire experience of an Indian election is aonce-in-a-

lifetime one for many foreigners.”

 Travel agency has designed such packages at an individual level, not with the help of any
ministry. So far, mostenquiries relate to the Delhi-Agra-Jaipur circuit. The circuits decided
upon popular tourist ones like Delhi-Agra-Jaipur,Delhi-Bikaner-Jaisalmer-Jodhpur,
Ahmedabad-Rajkot-Gondal, Dwarka-Porbandar-Sasan-Gir, Lucknow-Ayodhya-Varanasi,
Delhi-Shimla-Manali-Chandigarh, Mathura-Agra-Haridwar-Rishikesh-Delhi, Cochin-
Munnar-Thekkady,Guwahati-Kaziranga-Shillong and Gangtok-Lachen-Peling. Thus, this
kind of Tourism product development is thecommencement to exploit the available resources
for the growth and development of tourism in India. To the conclusion Indian tourism is
growing with leaps and bonds and have a great potential to be develop as aworld class tourist
destination. There is significant improvement in growth of arrival of tourist and their
Foreignexchange earnings. The Directorate General of Tourism is an attached office of the
ministry, has 20 field offices withinthe country, 14 overseas offices. The overseas offices
promote the market for Indian Tourism abroad. The domestic fieldoffices are sources of
tourist information. They are also responsible for monitoring the progress of implementation
of field projects in their respective jurisdictions. ‘Atithi Devo BhavahGuest should be treated
like God)a nationwidecampaign aims at sensitizing key stakeholders towards tourists,
through a process of training and orientation. Withsuccess of first online campaign,
subsequently many more campaigns have been launched and website has beenrevamped to
www.incredibleindia.org

Let’s pull together the latest trends and look at how India’s travel and tourism industry can
benefit from the evolving digital marketing landscape. The travel industry is changing fast as
more and more consumers in India turn to digital to plan and book their travel. Think about a
group of friends planning an adventure trip, a father trying to figure out a perfect family
outing and a couple dreaming of their romantic weekend getaway – they all would approach
travel differently. While some of them will book their travel through apps others might prefer
mobile web. Considering Online Travel Agent (OTA) through Google search for bookings is
also another option. 

According to Mary Meeker’s 2019 Internet Trends Report, India has an internet user base of
12 per cent of the world’s 3.8 billion internet users only second to China. So, what is the best
way for travel and hospitality brands to target consumer in today’s fragmented digital
landscape? What is the right platform to reach potential customers? And what is the right
time to launch the digital campaign to tap significant market share Harness technology to
select the right channel 
Travel brands must be present across the right channels at different stages of consumer
purchase journey including dreaming, awareness, planning, and consideration. For instance, a
large chunk of travellers in India prefers reading reviews and checking the travel destination
videos via Google search and YouTube respectively during the decision stage. Therefore,
implementing technology tools to identify the right channels at different customer journey is
crucial for travel brands.

Use data-driven insights to identify consumer journey 

On average it takes around three weeks for Indians to plan a holiday. This means there is a
brief window when consumers make purchase decisions and during this time brands can
reach out to prospective travellers by using remarketing and increasing ad frequency.

Target mobile user base 

2018 saw 150 million smartphone shipments to India, and that number is expected to climb to
at least 160 million this year. Low-cost mobiles and easy internet accessibility surely are the
key factors that are making this change happen. Since people in India make use of mobile
web and apps at a certain stage during planning their travel, it makes a lot of sense for brands
to focus on creative app campaigns to encourage app downloads.

Prioritize personalization
All leading companies have personalization at the heart of their strategy. To make an offer
more appealing to the target audience brands can strategize tailored campaigns according to
the unique interest and requirement of the consumer. Basis user’s past search history, travel
brands can nudge the consumer by sending notifications, offers, and upgrades.

Drawing experience from my past 13 years of the entrepreneurial journey, I can certainly say
that the way people travel is constantly changing and for travel brands to tap a significant
market share they need to deliver most relevant experiences to the travellers.  
Tourism in Tirupati
Tirupati, an ancient town at the southern end of Andhra Pradesh, is a pilgrim’s paradise. The
place is famous for its many Hindu shrines; the most revered being Sri Venkateswara Swamy
or Tirupati Balaji temple. Devotees from different parts of India and abroad visit this temple
town, to seek the blessings of the Almighty. Other than religious centers, there are plenty of
other places to visit in Tirupati for nature lovers, adventure seekers and historians. A visit to
Tirupati is incomplete till you explore the other side of this divine town: calm, unspoiled and
breathtakingly beautiful!

1. Sri Venkateswara Swamy Temple, Tirupati

Sri Venkateswara Swamy Temple | #1 of 15 Places to visit in Tirupati

A landmark Vaishnavite temple near Tirupati, Sri Venkateswara Swamy Temple is one of the
most revered Hindu shrines and richest pilgrimage centers in the world. It is also the world’s
most-visited place of worship, receiving 50,000 to 100,000 devotees daily and up to 500,000
on special occasions. Famed as Tirupati Balaji or Tirumala temple, this Dravidian-style
shrine is dedicated to Lord Venkateswara. It is believed that Lord Venkateswara is an
incarnation of Lord Vishnu who appeared on earth to save mankind from the trials of Kali
Yuga.

Timings: 02:30 am – 01:30 am

Darshan Fee: Free (Sarva Darshan), ₹ 300 (Special Darshan), ₹ 500 (VIP Darshan)

Seva Fee: Starts at ₹ 25

2. Sri Govindaraja Swamy Temple, Tirupati

Sri Govindaraja Swamy Temple | #2 of 15 Places to visit in Tirupati

One of the biggest temple complexes in Tirupati, Sri Govindaraja Swamy Temple was built
in 1130 AD by Saint Ramanuja. According to legends, the residing deity efficiently utilized
King Kubera’s wealth to conduct the glorious wedding of his younger brother Lord
Venkateswara and Padmavathi Ammavaru. Lakhs of pilgrims visit this shrine every year with
the belief that God’s blessings will help them to elevate and manage their wealth efficiently.
The Dravidian-style architecture of this seven-storied Vaishanvite temple is a beautiful sight
to behold.

Timings: 05:00 am – 12:30 pm; 01:15 pm – 04:45 pm; 06:00 pm – 09:30 p

Darshan Fee: Free (Sarva Darshan), ₹ 5 (Special Darshan), ₹ 20 (Quick Darshan)

Seva Fee: ₹ 10

3. Srivari Padala Mandapam, Tirupati

Situated at the foot of Tirumala Hills, Srivari Padala Mandapam is a must-visit for devotees
taking the Alipiri footpath route to the Tirumala temple. En route the trek, pilgrims stop at
this ancient temple to offer their prayers to Padala Venkateswara Swamy, i.e. feet of Lord
Venkateswara. A unique sight at this temple is the huge padukas (footwear) offered by the
pilgrims to the presiding deity.

Timings: 05:00 am – 08:00 pm

Darshan Fee: Free

Seva Fee: ₹ 5 (Padala Seva), ₹ 10 (Ekantha Seva), ₹ 20 (Abhishekam)

4. Sri Padmavathi Ammavari Temple, Tirupati

Sri Padmavathi Ammavari Temple | #4 of 15 Places to visit in Tirupati

Sri Padmavathi Ammavari Temple is located in an ages-old pilgrim town near Tirupati and is
the abode of Goddess Padmavathi, the consort of Lord Venkateswara. Pilgrims believe that
they should seek the blessings of Her Divine before visiting the home of the Lord. 

Timings: 05:00 am – 09:00 pm

Darshan Fee: Free

Seva Fee: ₹ 25 onwards

5. Sri Kapliswaraswamy Temple, Tirupati

Sri Kapliswaraswamy Temple | #5 of 15 Places to visit in Tirupati

Also known as Kapila Theertham, Sri Kapliswaraswamy Temple is the only Shiva temple in
Tirupati and one of the 108 sacred Theerthams on the hills of Tirumala. Legends reveal that
Kapila Muni meditated in front of an idol of Lord Shiva at this site, and that’s how the place
got its name. The Shiva lingam at this temple is considered as self-manifested. The waterfall
near the temple is also considered sacred, and devotees believe that a dip in its waters can
help you get rid of all the sins.

6. Srikalahasti Temple, Tirupati

Srikalahasti Temple | #6 of 15 Places to visit in Tirupati

Srikalahasti Temple is perhaps one of the most revered temples in South India dedicated to
Lord Shiva. Carved out of a monolithic hill, this ancient shrine is famous for being one of
the Pancha Bhoota Sthalams, where His Divine is worshipped as a personification of five
nature elements; Air in this case. Its sanctum sanctorum has a Vayu-linga and a lamp which
flickers day and night without any presence of wind, indicating the presence of Lord Vayu.

For Nature Lovers:

7. Sri Venkateswara National Park, Tirupati

Sri Venkateswara National Park | #7 of 15 Places to visit in Tirupati

Verdant valleys, waterfalls, vegetation, wildlife and breathtaking landscape; all add to the
beauty of Sri Venkateswara National Park. Named after Lord Venkateswara of Tirumala, it
was built in 1989 and officially declared a national park in 1998. The park covers an area of
around 354 sq. km and is home to exotic and endangered species like Nilgai, Flying
Lizard, Treeshrew, Hyena and Golden Gecko. The best time to visit Sri Venkateswara
National Park is from the month of November through February.

Timings: 08:30 am – 05:30 pm (Mar-Aug), 09:00 am – 05:00 pm (Sep-Feb)

Entry Fee: ₹ 10 (Children), ₹ 50 (Adults)

Safari Fee: ₹ 30 (Children), ₹ 50 (Adults)

8. Deer Park, Tirupati

Deer Park | #8 of 15 Places to visit in Tirupati

Deer Park in Tirupati is home to a variety of wildlife and beautiful landscapes and a paradise
for wildlife lovers. Deer is the most frequently spotted animal here and visitors can feed the
deer with their hands. The place is the perfect spot for wildlife and nature photography. It is
an ideal retreat for visitors who wish to escape the crowds and unwind amidst nature.

Timings: 10:00 am – 05:00 pm

Entry Fee: Free

9. Talakona Waterfalls, Tirupati

Talakona Waterfalls | #9 of 15 Places to visit in Tirupati

With water falling from a height of 82 meters, Talakona Waterfalls is one of the highest falls
in the country. It is believed that its water has healing properties because it is enriched with
herbs and medicinal plants. Located inside Sri Venkateswara National Park, the fall is visited
by several tourists. The surrounding area is a dense forest with rich flora and fauna and was
declared a biosphere reserve in 1989.

10. Akasaganga Theertham, Tirupati

Undoubtedly one of the most scenic places in Tirupati, Akasaganga Theertham is situated at a
short distance away from Sri Venkateswara Swamy Temple. Every pilgrim who pays a visit
to the revered temple comes to take a dip in the holy water of this fall as it is used for
Lord’s abhishekam. The captivating views at this site are sure to attract every nature lover!

11. TTD Gardens, Tirupati

TTD Gardens | #11 of 15 Places to visit in Tirupati

Spread over 460-acre area, TTD Gardens are ornamental, flower and landscape gardens that
supply 500 kg of flowers to temples in and around Tirupati every day. The gardens are home
to more than 200 varieties of mutated and hybrid flowers including crotons and hibiscus. In
addition to the four nurseries inside the garden, there are several ponds and some beautiful
sights which make it an ideal destination to spend time with family.

Timings: 06:00 am – 06:00 pm

12. Silathoranam, Tirupati

Silathoranam, a unique and mysterious attraction near Tirumala, is one of the three natural
rock arches in the world. The formation is 3 meters high and 8 meters wide and looks similar
to the hood of a serpent, discus and conch. It is believed to be the source of the idol of Lord
Venkateswara at Tirumala Temple as both are of same height. These rocks date back to the
pre-Cambrian era, which means they are almost 1.5 billion years old. The best time to visit
the place is between 6 am – 8 am or during sunset when the arch looks mystical.

13. Papavinasanam Dam, Tirupati

Anyone who wishes to have a rejuvenating experience in Tirupati must visit Papavinasanam
Dam. As the name suggests, the waters flowing here are believed to rid the pilgrims of their
sins when they take a holy dip in them. Besides its religious significance, the place has made
to the list of best places to visit in Tirupati owing to its captivating scenic beauty.
14. Srivari Museum, Tirupati

Srivari Museum | #14 of 15 Places to visit in Tirupati

For those who want to learn about the history of bygone eras, Srivari Museum is the place to
be. The museum displays the history of the temple at Tirumala when it was in the initial
phase of development. The scriptures, photographs, artifacts and sculptures, all depict the
history of the temple. The museum is open to visitors throughout the year.

Timings: 08:00 am – 08:00 pm

Entry Fee: Free

15. Chandragiri, Tirupati

Chandragiri | #15 of 15 Places to visit in Tirupati

Chandragiri is an ancient town which once served as the 4th capital of Vijayanagar dynasty.
The town is famous for the 11th-century Chandragiri Fort, which is built on a massive rock
and stands at a height of 183 meters. The fort encompasses eight temples, the Rani Mahal,
and other structures that are in ruins. The Raja Mahal is transformed into an archaeological
museum, wherein you can see some of the finest artifacts from Vijayanagara architecture.
The sound and light show organized here in Telugu and English is quite impressive.

Timings: 10:00 am – 08:45 pm (Closed on Friday)

Entry Fee: ₹ 10

A visit to Tirupati will rejuvenate your mind, body and soul. Make sure you book any of
the hotels in Tirupati that is in proximity to the Tirumala temple and other major attractions
so that you have a comfortable and relaxed sightseeing experience.
Data analysis and Interpretation
Q.1 What are your main interests in selecting a destination?

0
night life adventure health nature

Series 1 Series 2 Series 3

INTERPRETATION
According to the survey 50 % of the people says that Choosing a place to go when you have
the opportunity to travel can sometimes be overwhelming. However, you can easily narrow
your choices down with a thoughtful approach. Considering basic concerns, like what you
and everyone else coming along enjoys doing, is an important first step. From there, factoring
in how much money and time you have will further help you choose between destinations.
Finally, comparing your final choices based on additional concerns, like the time of year and
ease of travelling, will help you decide between them.
Q.2 What are the most challenging problems that you face when
choosing a destination?
6

0
quality of services reliability language difficulities price

Series 1 Series 2 Series 3

INTERPRETATION
According to the survey 50 % of the people says that To those unfamiliar with the ocean
freight industry, it can appear complex. It involves many different entities and each entity is
comprised of its own set of rules and regulations to abide by. Understanding them is one part
of the job done. Anticipating potential problems is something else. Random customs checks
aren’t uncommon in the shipping world. Only 2% to 10% of all shipments are actually
inspected. That’s a relatively small fraction. But if you handle imports and exports on a
regular basis, customs will eventually tag your cargo for inspection. Be it at Dutch
customs, US customs or anywhere else, you’ll want to know what to expect if your cargo gets
chosen for a random inspection.
Q.3 Do you prefer to use tourist guide services or tour
independently?
5

4.5

3.5

2.5

1.5

0.5

0
yes no

Series 1 Series 2 Series 3

INTERPRETATION
According to the survey 50 % of the people says that There are so many ways to go about
international travel, and sometimes, it’s hard to know which style is going to be best for you.
While many budget travellers will jump to say independent travel is the better (and cheaper)
option, I’m going out on a limb to say that isn’t always the case! As someone who has
completed five group tours, and also travelled independently for many months worth of
travel, I’d like to give you my recommendations for both options. I’ve put together a list of
FAQs about tours vs independent travel to assist you in making the right choice for your next
trip.
q.4 Do you find India Safe ?
6

0
yes no

Series 1 Series 2 Series 3

INTERPRETATION
 the immediate vicinity of the border with Pakistan, other than at Wagah (currently
closed due to coronavirus)
 Jammu and Kashmir, except for (i) travel within the city of Jammu, (ii) travel by air to
the city of Jammu, and (iii) travel within the Union Territory of Ladakh

The tourist destinations of Pahalgam, Gulmarg and Sonamarg, the city of Srinagar and the
Jammu-Srinagar national highway are within the areas where the FCO advise against all
travel.
q.5 Do you prefer Ashoka Hotel for stay in India?

Chart Title
5
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0
yes no

Series 1 Series 2 Series 3

INTERPRETATION
Many travellers make Hotel Ashoka their hotel of choice when visiting Mount Abu.
Providing an ideal mix of value, comfort and convenience, it offers a romantic setting with an
array of amenities designed for travellers like you. Nearby landmarks such as Bailey's Walk
(0.3 mi) and Shri Raghunathji Temple (0.3 mi) make Hotel Ashoka a great place to stay when
visiting Mount Abu. Guest rooms offer a flat screen TV, air conditioning, and a kitchenette,
and Hotel Ashoka makes getting online easy as free internet access is available
 Q.6 Is staff of hotel Ashoka is cooperative ?
6

0
good average excellent very good

Series 1 Series 2 Series 3

INTERPRETATION
Very good experience and very good support from ashok hotel Staff. Front office team Ms
Nidhi, Mr Abutalha, very co operative. Reservation team Ms Sapna. It would be difficult with
out them to handle the Guest Management services and other staff memberes
Q.7 Best tourist places to visit in India?

Chart Title
6

0
GOA RAJASTHAN ANDAMAN AND NICOBAR tirupati

Series 1 Series 2 Series 3

INTERPRETATION
India is a land of a variety of destinations from hill stations to beaches to spiritual places and
more. India is the 7th largest country in the world and 2nd largest in terms of population.
India is known for its unity in diversity. There are the Himalayas, the highest mountain ranges
in the northern part of India, there is a vast coastline in the southern part of India on both
sides, making South India a peninsula. On the west, there is the massive Thar Desert in
Rajasthan, and there are wildlife, forests, spiritual places, religious places of Hindus,
Muslims, Sikhs, Jains, Buddhists, Christians and people from other religions.
Findings and recommendation
This study contributes in the existing literature of travel and tourism industry of India in
order to improve operational activities and financial performance. This study was some
kind of new estimation regarding the application of accounting, statistical tools and
techniques on financial data of ITDC Ltd. This study is one of very few studies which
have investigated the operational efficiency, service quality and financial efficiency of on
the major public sector tourism company of India. The paper’s primary contribution is
findings of certain areas where the improvements required for the better performance of
ITDC in upcoming years so that more tourist may avail the services of this company.

 Government of India can go for further disinvestment of ITDC for better

efficiency.

 Private sector should be allowed for shareholding in ITDC Ltd.

 Talented workforce should be hired.

 More inflow of funds should arranged by the government in ITDC projects.

Efficient service by ITDC should be provided to tourists to increase its profitability
Conclusion
India is a developing nation and is facing various challenges like poverty, external debt
burden, lack of infrastructure and unemployment which is blocking its road to
development and no doubt tourism is one of the better solutions to all these problems.
Tourism industry is one of the significant contributors towards the economic
development in the country. So for this reason, ITDC Ltd has been incorporated under
the Tourism Department to encourage the tourism industry in India. There is no doubt,
that ITDC is at the four front of Indian tourism which elaborate infrastructure of
hotels, beach resorts, travel agencies, car rental services, convention and conference
facility across length and breadth of the country. The study concludes that ITDC is an
emerging company of tourism sector and its performance boost up day by day. It has
done a significant work in the division of tourism industry in India. Since, its inception, it
emerged as the fastest growing ‘Mini Ratna’. Its diversified activities has shaped the
tourism industry in India to a new dimension, which is at the track of accelerating its
performance with the growing speed on the road of development in the coming years
and will eventually became the highest contributor to the economic growth with the
help of ITDC Ltd. But after analysis and interpretation of the data during the study
period it is clear like other public sector units, its financial performance is poor. The
government should take steps for improving its performance.
References
Ajmal, M., 2015. Evaluation of financial performance of cement corporation of India
(CCI) limited. Kuwait Chapter of the Arabian Journal of Business and
Management Review, 4(7): 20-34.Available at:
https://doi.org/10.12816/0018979.

Ardahaey, F.T., 2011. Economic impacts of tourism industry. International Journal

of Business Management, 6(8): 206- 215.Available at:
https://doi.org/10.5539/ijbm.v6n8p206.

Arslanturk, Y. and S. Atan, 2012. Dynamic reationship between economic growth

income: An economic perspective of Turkey.

Journal of Business, Economics and Finance, 1(1): 30-37.

Bhatia, A.K., 2002. Indian tourism management. New Delhi: Sterling Pvt. Ltd.

Blanke, J. and T. Chiesa, 2013. WEF travel and tourism competitiveness report:
Reducing barriers to economic growth and job creation. World Economic Forum.

Dhar, P., 1997. Development of tourism and travel industry. New Delhi: Kanishka
Publishers and Distributor.

DIPP, 2018. Media Reports, Ministry of Tourism, Press Releases, Department of

Industrial Policy and Promotion (DIPP), Press Information Bureau (PIB), Union
Budget 2018-19.

ITDC, n.d. Published Reports of India Tourism Development Corporation (ITDC)

from 2012-13 to 2016-17 New Delhi. ITDC Ltd, n.d. Published Annual Reports of
ITDC Ltd. from 2012-13 to 2016-17.

Sharma, K.K., 2000. Tourism and travel industry. New Delhi-110003: Sarup and Sons
Darya Ganj.

Taqi, M., 2013. Financial appraisal and analysis of minerals and metals trading
corporation (MMTC). Journal of Management and Social Sciences, 9(1): 49-
66.
Taqi, M., 2014. Financial appraisal of Indian trading companies: A comparative study
of state trading corporation (STC) of India Ltd. & Minerals and metals trading
corporation (MMTC) of India Ltd. The Macrotheme Review A
Multidisciplinary Journal of Global Macro Trends, 3(3): 99-116.

Taqi, M. and M. Mustafa, 2018. Financial analysis of public and private sector banks of
India: A comparative study of Punjab national bank and HDFC bank.
International Academic Journal of Business Management, 5(1): 26-47.

Turner, R., 2017. Travel and tourism eonomic impact, 2017. London: World Travel and
Tourism Council.