ont V is not LY SG enjoyment when one is Nn JP) uy, working- Thus 4 _ synoptic | definition of tourism could | be ‘travel for _ leisure, pleasure, recreation oF , business purposes - TOURISM [NATURE, SCOPE AND IMPORTANCE OF TOURISM — Nature of Tourism Tourism is a very complex and fastest-growin, industry; because of its multifaceted activities, which roduce tourist products. It has several sub-sections. | becomes further complex when it has to be promoted on large scale, which would involve different types of people economies, land, attitudes, tastes, expectations, etc. If i continues to expand, more and more new destinations have to be identified and it has to become more and more organized. The complex nature of tourism implies that many disciplines are involved in its study; like geography, economics, sociology, etc. Geographers are mainly concerned with the description and explanation of spatial patterns of tourist activities, the process of spatial spread of tourism and their developmentIntroduction to Tourism Sector and Tourism Development Too at the local, regional, national, and international scale. They study the people who are tourists, Where do they travel? Why do they travel? and What is their impact on the destination areas? What are the benefits and the costs of the development of tourism? Economists are concerned with its contribution to the economy and economic development of the destination area. Also, foreign exchange and the balance of payments make an important aspect. Sociologists and anthropologists are interested in the behavior of the individuals and groups, who are traveling. They focus on the habits, customs, traditions, and lifestyles of both, hosts and guests. Scope of Tourism The scope of the tourist industry is vast. It includes all sectors of the economy and maybe governed by the public sector and private sector in coherence. It is supported by sectors like transportation and telecommunication, the financial sector, and the educational sector at a large scale. It is a highly labor-intensive industry, thus, Research and Development and Human Resource activities form a major component of the industry. With an increasing demand for international and national tourism, the need to discover or invent new destinations and ideas for tourism is also increasing. Thus, newer forms of tourism are being added every day to the existing list.[IMPORTANCE OF TOURISM Tourism is an important, even vital source of income for many regions and countries. Its importance was recognized in the Manila Declaration on World Tourism of 1980 as “an activity essential to the life of nations because of its direct effects on the social, economic, cultural and educational sectors of national societies and their international relations.” Tourism brings a large amount of income to the local economy in the form of payment for goods and services needed by tourists, accounting for 30 percent of the world’s trade of services and 6 percent of overall exports of goods and services. It also creates opportunities for employment in the service sector of the economy associated with tourism. The service industries that benefit from tourism include transportation services, such as airlines, cruise ships, and taxi-cabs, hospitality services such as accommodation, including hotels and resorts and entertainment facilities, such as amusement parks, casinos, shopping malls, music venues and theaters. This is in addition to goods bought by tourists, including souvenirs, clothing, and other supplies.Introduction to Tourism Sector and Tourism Development 22's TYPOLOGY OF TOURISM: CLASSIFICATION = / ~\ / ( Domestic ) Inbound ( Outbound \ Tourism) \ Touri m, \_ Tourism Tourism can be broadly classified into the following three types: a) Domestic Tourism : It involves visiting tourist destinations within the country of residence. For example: Citizens of India visit tourist destinations of India. b) Inbound Tourism : It involves tourism from one country to another country where none of the countries is a resident country. For example: Citizens of India go on a world tour where they travel from one to another country besides India. c) Outbound Tourism: It involves tourism to another country besides the residing country. For example: Residents of India visiting Dubai. see = Gon ; Resifent Country * Other Country. ferGeritgoun ry ( ther Country 2) * : | 4 Ses: e. ~ << 5 7 : \e : om. 7 | ( .@ | 9, . t | . N. : \ otherountry3 Other Coyntrys -.-* t= | DOMESTIC TOLRISM__|__LNBOUND TOURISM | _OLTBOLND 1OLRISM TYPES OF TOURISMoe 20 Travels and Towrism-1(F.¥.8.Com) (Sem, y Classification based on region All the above forms of tourism form three more types of tourism: a) Internal Tourism which involves Movement within a country and is a combination of domestic tourism and inbound tourism, b) National Tourism which involves movement between countries and is a combination of domestic tourism and outbound tourism. International Tourism which involves tourism within the countries but is a combination of inbound tourism and outbound tourism. can be combined to ©) “Ouvound>) EM (Nationa Tourism Ey URISM Classification based on purpose Recently many new types of tourism based i purpose of travel and/or tourism have evolved. 7“ 2 exhaustive, however, the following are some o prominent new types of tourism : : rie) a) Eco-tourism : Travelling to fragile and ener landscapes on Earth is a part of a a includes all places that are risky to liveIntreduction to Tourism Sector and Tourism Development 22 9 b Q d e) f 8) ) extremely beautiful to visit. Visits to large waterfalls, high mountains and even going deeper into oceans are a part of eco-tourism. In the Indian context, it also involves nurturing tourism spots in an eco- friendly manner. Hence botanical gardens and zoological gardens are considered as sites of eco- tourism here. Religious Tourism : Visits to religious places, places of worship, and holy locations. For example: trip to the holy caves of Amarnath, the Golden Temple at Amritsar, Mecca and Madina, etc. Adventure/ Sports Tourism : Travel to experience adventure. It involves trekking, adventurous sports, etc. For example: a trip to Uttarakhand may include spots of adventure tourism like river rafting, paragliding, river crossing, trekking, ete. Beach Tourism : Travel to beaches to enjoy the sands and splashes of water. It may also include playing water sports on the beaches as in the case of Kashid Beach at Alibaug in Maharashtra or Goa. Cultural Tourism : Travel to places of entertainment and landmarks of a particular country or a place. It includes man-made events like tourism festivals, museums, musical concerts, famous locations, etc. For example: traveling to Delhi to enjoy the QutubMinar festival which is organized in November-December every year. Wildlife/Nature Tourism : Tourism to natural sites is called nature tourism. It may not necessarily involve fragile natural sites like in eco-tourism. When the natural sites chosen belong to wild forests and animals it is called wildlife tourism. Medical Tourism : Travel for medical and health purposes. In India, Kerala has observed a rise inP 22'9" Travels and Tourism-1 (F.¥.B.Com,) (Sem, tourists who come for a short visit. For the last te years, International Yoga Week has been organizeg at Rishikesh. [ae TOURISM POTENTIALS IN INDIA The potential of tourism in India can be understood with the help of tourism resources present in the country, The tourism resources can be divided into two viz. natural resources and man-made resources. on ourism Natural . vc A Resources A. Natural Resources The geographical features like topography, location, and climate that act as tourist attractions are called natural resources of tourism. Examples include mountainous areas, snow-clad regions, and coastal areas. B. Man-made Resources The man-made structures or ¢ tourist attractions are called man-made Examples include museums, historical monument tourism festivals. Natural Tourism Potentials in India a) Natural Potentials India has a large variety of natural phenome resources of tourism. With its diverse geographical fi ranging from high mountains to low-lying plain waterbodies, India has a lot to offer. It has the potent! satisfy all the tourism purposes demanded by diff types of tourists. “ stablishments that act as resources of tourism. ts, and na and eatures sam jal t0 erelvelopment 22 15 The natural potentials of tourism in India can be studied by dividing them into three viz. high mountainous regions, plains, and waterbodies. Natural Tourism Resource: Introduction to Tourism Sector and Tourisin De [oo | [High | i Plains | Waterbodies Mountainous Regions | | b) High Mountainous Regions India has many mountain ranges which are present in all directions. The Himalayan Mountains in the North and East, the Eastern Ghats on the Eastern coast, the Western Ghats on the western coast, the Aravallis in the West, and the Vindhya and Satpuda ranges in the Central part. Mountains have a cooler climate and wilderness that attract tourists. Due to altitude and topography, mountains serve as hotspots for adventurous activities like trekking and other sports. Hence, many hill stations and adventure spots have developed in the mountainous regions of the country. For example: Mount Abu in the Aravallis Ranges of Rajasthan, Shimla in the Himalayan Ranges in Himachal Pradesh, Darjeeling in Assam, and Coorg in Karnataka are some of the famous hill stations in India. ©) Plains : Plains include natural features like rivers, forests, and sites of unique natural beauty like deserts. India is a country of rich natural phenomena. Many major and minor rivers are attractive from a tourism point of view. Most of them also offer sites for water sports and research. The landforms created by rivers are a major attraction. The dams__ 16 2's" Travels and Tourism-I (F.¥.B.Com.) ( sem.) established on these rivers are also attractive to the tourists ! Forest resources like the diversity in species of flora and fauna attract tourists. Photographers, wildlife researchers, and students visit forests quite often. In India, the holy rivers of Ganga and Yamuna in the North receive maximum tourists, river Godavari, Krishna, and Bhima are also famous for tourism. The forests of Chhattisgarh and Western Ghats are frequently visited by tourists. The Thar Desert in Rajasthan and the Rann of Kutchtch in Gujarat are all-time favorite tourist attractions. d) Water Bodies ; Water bodies include oceans, seas, rivers, and associated features like waterfalls and plunge pools, and natural lakes « and ponds. Water bodies carve the landscape to form special landforms and thus, attract tourists from interdisciplinary fields. Coastal tourism and island tourism are a result of the actions of the ocean and the resultant attractions. Waterfalls are a major attraction worldwide. Even a small waterfall can attract tourists and fulfill their purpose of tourism. On the ther hand, glaciers which are frozen water also attract people, however, not all can reach the site due to problems associated with altitude and health. The Dhuandhar Falls in Madhya Pradesh, the Gangotri Glacier in Uttarakhand, and all the beaches and landforms created by the Arabian Sea and Bay of Bengal are good example. Man-Made Tourism Potentials in India Along with the natural resources of tourism, India has developed a large number of man-made tourist sites. Man- made tourist sites may include all those establishments that are created by man to boost tourism or have become famous tourism destinations over time. This is due to the unique characteristics or distinctive history. The man-made tourism potentials in India can be studied by dividing them into the following three broa categories : srIntroduction to Tourism Sector and Tourism Development o's" 1 Man-made Tourism Resources 7 ] Historical | | [Entertainment | Religious Amusement /) - Cultural | l a) Religious / Cultural sites The pilgrimage sites and sites of cultural showcase or exchange are all considered a part of man-made tourism attractions. This is because though cultures and religions are influenced by the natural environment, they are ultimately created or established by mankind. Since India is a country of almost all religions residing within its boundaries with respective cultures, it is obvious to have a variety of religious places here. There are numerous religious places spread across the country. The Vaishnodevi Temple in Jammu and Kashmir, Jagannathpuri_ on Odhisa, and the twelve Jyotirlinga Temples across India are some of the examples of Hindu religious places. The Golden Temple in Amritsar, Punjab; the Jama Masjid in Delhi, the Churches in Goa are some famous examples of religious places belonging to other religions in India. Similarly, many cultural Programs are organized to attract tourists from all over the world. These shows showease India’s varied cultural regimes that are not very well known to the people. For example: The Jaisalmer Desert Festival in Rajasthan, the Khajuraho Dance Festival in Madhya Pradesh, and RannUtsay in Gujarat which are held every year to boost tourism.“ 29° Travels and Tourism-1 (FY. B.Com.) (Sem b) Historical sites " Historical sites include monuments and_ places historical importance. History has been created by mankind, hence, all structures, places, and historically importan, objects are also considered to be the product of mankind's interaction with time. In India, several such monuments, places, and objects depict its mythological and _ post mythological history. These places satisfy the curiosity and explorative attitude of researchers, historians, and other interested people. The Qutub Minar in Delhi, The Victoria Palace in Kolkata, The Stupa of Ranchi at Ranchi, Ram Bhoomi in Uttar Pradesh, forts of Great Shivaji, all the caves like Ajanta and Ellora Caves in Maharashtra, and the site of JallianwalaBaug massacre in Punjab are good examples of historical sites of tourism in India. One of the seven wonders of the World is- the Taj Mahal. c) Amusement / Entertainment sites Man has always been a curious animal and keeps finding out newer ways of satisfying and_ entertaining himself. An outcome of this is the amusement parks and other sites of entertainment. In India there are several amusement parks like Adlabs Imagica and Essel World it Maharashtra, Akshardham in Delhi, Wonderla parks if Bangalore, Kochi and Hyderabad, and many more. Other sites of entertainment may include examples like RamojiFi™ studio in Hyderabad, Film City in Mumbai, and Kingdom ¢ Dreams in Gurgaon. ‘ . India is a rich country wits tourism potential present here. , C Overall, it can be said that all the: 19 evelopment s'' ee courism Sector and Tourist D troduction to Té Jann NDIA |) a i, rounmsm nesoun’* pwastan Cee Pe UR on i a =. sgn a a wera BENGAL scan fit Legend tr Water_bodies *., Religious. * Historical Amusement Hill stations Con Source: By the authors [CHALLENGES FACED BY INDIA The challenges that are faced by the tourism industry in India are as follows : Overpopulation and Pressure on Resources India is the second most populous country in the world The pressure on resources is therefore huge. The resources0 90 Travels and Tourism-l (FY.B.Com.) (Sem. that India has, needs of the popu! for an additional deman difficult task for India. Lack of Infrastructure Due to insufficient capital tourism infrastructure is ina infrastructure includes transportation facilities, accommodation facilities, availability of hygienic and multi. cuisine food and beverages, and a huge manpower to extend ing and expertise hospitality to the tourists. The lack of planning at required for quality development is the main cause of inadequate tourism infrastructure In the country. re already insufficient to meet the bas), Jation. Thus, shelling out extra resource, d laid by the tourism industry is , and shortage of resources the equate in India. Tourism Political Instability India is a politically very active nation. It has many political parties, so the incidences of fights and riots are a common feature here. When such incidences take place in the country, tourists believe that it is unsafe to travel here and the trend of tourism is badly affected. Unforeseen Events Natural or man-made disasters are considered unforeseen events. Recently, many disasters have occurred in India either due to man-made causes or natural causes. Once a disaster occurs, it takes a long time for the country @ recover from the situation and bring everything back t normal. The difficult situations of the disaster-affected places do not allow tourists to visit them and tourism is affected. Government Policies ae role of Government is crucial in the development any in fustry. If the policies laid down by the Government" Enea ee and supportive of the concerne an develop very well, but, in India, the policl* aer sion to Tourism Sector and Tourism Development o's’ 21 troduction 10 ; a for the development of the tourism industry are not so bas +t and supportive giving a setback to the industry. strict a ack of skilled manpower Tourism is a highly labor-intensive industry requiring gkilled labor on a large scale. Due to a lack of awareness shout the scope of the industry and a lack of training jnsttutes, only a few people can get the training required to suit the tourism industry. Hence, the industry is dependent on limited manpower and is having a tough time expanding it further. CREDIBLE INDIA CAMPAIGN The "Incredible India" campaign is an international marketing initiative launched by the Government of India to promote tourism in the country. The campaign was launched in 2002 by the Ministry of Tourism and has since become one of the most well-known and successful tourism campaigns globally. The main objective of the "Incredible India’ campaign is to showcase India’s diverse cultural, historical, natural, and geographical attractions to the world. The campaign aims to attract both domestic and intemational tourists by highlighting the rich heritage, vibrant traditions, scenic landscapes, and various ©xperiences that India has to offer. The campaign utilizes Various media platforms such as television, print, digital media, and social media to reach a global audience. It ) increasing population and the depletion of natut®l resources. It emphasizes the need to address thes?ju to Tourism Setor and Tourism Devtorney teduct ee to combat issues like Conservation, sustainable use, an craronment are vital components agenda. Coordinated Development: Gramoththan campaign, coordination a government departments and thei campaign seeks to establish a framew plans and programs at the village resources are optimally utilized for rura Development Centers: As was 29 global warming. Protection of the of the campaign's ork for coordinating level, ensuring that I development. : Part of the campaign, large village councils are envisioned as development centers, These centers will play a pivotal role in facilitating the planning and execution of development initiatives, thereby contributing to the overall progress of rural areas. In summary, the Gramotthan campaign in Maharashtra aims to bring about sustainable village development by combining community efforts with government support in the domains of physical infrastructure, _ livelihood Opportunities, and environmental balance. This multifaceted approach seeks to create thriving, eco-conscious villages that are well-equipped to address the challenges of the modern World while preserving their natural surroundings. IMPACT OF TOURISM ON THE ECONOMY, LTURE AND ENVIRONMENT Like every industry tourism too has its Positive and Negative impacts on all the dimensions of our surroundings. These impacts can be observed at both places of Femuneration and place of destination. We shall study the positive and negative impacts of urism on the following aspects : a) Economy >) Culturea oes" Travels and Tourism-1(F.Y.8.Com, Gen,, c) Environment G Economy ) Se co I s of ) Tourism / ES Impacts of Tourism on the Economy Tourism has a high potential to impact the economy in several ways. Following are the Positive and negative impacts of tourism on the economy : IMPACTS OF TOURISM ON ECONOMY dd) Increased Domestic Income And Leakage Foreign Currency Earnings Decline Of Traditional Employment Increase tn Seasonal {Increased Employment Employment Improved Infrastructure becrlanba Lieg Chet_ ruc to Tourism Sector and Tourism Development 299" 3 trode a) Positive Impacts i) Increased domestic income and foreign currency earnings The travel and tourism sector generates income and wealth for private individuals, companies, and_ national Governments. At the international level, the money that tourists spend in a country can make a considerable contribution to the economic output of the country. Many developing countries are therefore turning to tourism as a way of increasing their foreign currency earnings which they use to improve the status of health, education, and social facilities. ii) Economic multiplier effect At the local level, revenue generated by tourism development leads to the multiplier effect. The money that is spent by visitors in the destination area is re-circulated in the local economy and is worth more to the area than its face value. This is because the owners of travel businesses are likely to spend their money locally which is earned from tourists outside that area. iii) Increased employment Tourism’s ability to create jobs is one of the main Teasons for encouraging its development. It is a highly labor- intensive industry that has the potential to create direct and indirect employment opportunities on a very large scale. irect employment is offered in hotels, travel agencies, and ‘our guides whereas indirect employment is offered in the @ssociated sectors like construction, banking, and transport companies, iv) Improved infrastructure A There exists a direct relationship between tourism and nfeattueture, Tourism development contributes to Tastructure improvements in destination areas ranging . —_— oSFD 200 Travels and Tourism-1 (E-¥.8.Com, 1 from basic supplies like water and electricity to luxurig” facilities like airports and telecommunications. Cus b) Negative Impacts i) Leakage A leakage occurs in tourism when money is lost from destination area. This could be because the hotels are own, by companies that operate in other countries and the Profits are taken away from the local area. Further, local supplier, are often overlooked and larger travel and tourism companies buy their goods and services centrally to et the best prices. Responsible tourism can help reduce th. leakage. ii) Decline in traditional employment Tourism development can lead to the loss of traditional jobs when workers move from industries such as farming, forestry, mining, and fishing into service jobs in tourism. This is a major problem faced by developing countries where people engaged in primary activities are attracted to service sector jobs for economic gains. iii) Seasonal unemployment Seasonal unemployment can be a problem in touris destinations that are not active all year round, putting extra strain on local and national government resources. However, measures to extend the tourist season not only will create extra revenue for businesses but will also increase employment. iv) Increased living costs An influx of visitors to a holiday can push up the pi of goods and services particularly when demand is high " peak season. This affects local people who may have to ee higher prices for food, drinks, entertainment, transportatio! etc... Extra charges may be levied on the local community j finance facilities and services for visitors. This makes~__ Tourism Sector and Tourism Deve tion to Tour n Devele opment 2's" 4 jifficult for the local community to survive. Regulations of d f in such areas can prove to be beneficial. pri Impacts of Tourism on Culture [_IMPACTS OF TOURISM ON SOCIET TY AND CULTURE [rnc Negative Impacts L]} over Crowding Frequent Social Events Intrusion Of Outsiders Improved Lifestyle Demnonstration Effect Increased Crime And Anti Social Activities Loss Of Native Culture Restricts Brain Drain ®) Positive Impacts )) Better leisure facilities d est emand for tourism and related activities in a cnmation leads to the development of leisure and ational facilities that were not present earlier. This gives aZ ger Travels a Towrism-lEYB.Com, so, ' an advantage to the local community as they can enjoy the facilities to the fullest. ii) Frequent social events To boost tourism, the frequency and variety of soci events increase in the destination. This not only attrag tourists from other areas but also helps the local culture to grow. iii) Conservation of local heritage Besides natural beauty, cultural — features like monuments and cultural landmarks also attract tourists Hence, local and state Governments make extra efforts i conserve the heritage structures so that they remain as attractive as always. iv) Improved lifestyle With additional leisure and economic opportunities, the lifestyle of local people improves. An increase in income leads to an increased educational and health status. This also improves the standard of living style of living, v) Restricts brain drain Brain drain is a result of educational opportunities in the place of residence. Tourist brings in development leading to __infrastructut development making education and employment available People therefore do not need to travel to other countries restricting brain drain, b) Negative Impacts i) Overcrowding Sometimes, a lack of employment and . | f seine’ in ‘certain destinations, the number © People visiting exceeds the capacity it can hold. This Ruy Puts pressure on resources but may also irritate i local community as r : ) their day-to-day activities may restricted and life may not remain as simple as it was.- duction to Tours Sector and Tourism Development 22 35 trod stati ji) Poor sanitation pue to insufficient infrastructural facilities and overcrowding, the sanitation facilities are poorly managed. this is evident especially in the case of religious tourism destinations aS people from different socio-economic- educational backgrounds gather there and sanitation is poorly managed. iii) Intrusion of outsiders People visiting a destination belong to different societies. They are outsiders to the destination. Sometimes, they settle there or start interfering in the local activities which may not be accepted by the local people. iv) Demonstration effect The local community observes the various cultural and social values demonstrated by the visitors. The visitors often try to portray their affluent side and this influences the local people the youth in particular. The demonstration effect may lead to positive and negative changes. Positive changes may include the urge to get educated and negative changes may include the urge to get richer through unfair means, establish liquor shops, and imitation of other cultures. v) Increased crime and anti-social activities _The demonstration effect may lead to crimes and anti- Social activities. The comparatively poor local community May indulge in robbery, theft, and murder of visitors to acquire their valuables or engage in crimes against women. vi) Loss of native culture a There is assimilation of the local culture with several le er cultures when visitors visit the destination. This may ad to the loss of native culture and associated values.Travels and Tourism-1 (Fy. ¢ OM.) (5 i is ironment = Impact of Tourism on Environ : tourism on the environment j, i t of ae at iS follows : negative which are a! — ‘Natural Resources Only ( Climate AS Change (aio Impacts of Tourism on Loss of a) Depletion of natural resources Tourism leads to overcrowding and higher demand fo" natural resources like water, food, and land. As more and more is supplied, the stocks start depleting and natur resources begin to become scarce. b) Pollution : Destinations that were earlier clean and green, under pe lution of all types. Increased use of technology an ‘uxurious products, leads to air, water, land, and noise pollution. é .— fourtsm Sector and Tourism De ee evelopment 2°99" av ' Loss of biodiversity d areas develop tourism activities for d Deforestation is carried on a large se, al biodiversity. Faunal biodiversity intrusion of people in their habitat. which they need ale causing loss of is lost due to the 4) Depletion of the ozone layer Increased quantities of greenhouse gases from air conditioners, and refrigerators and less use of conventional sources of energy cause depletion of the ozone layer. In coastal tourism destinations, the depletion of mangroves is also causing the depletion of the ozone layer. e) Climate change Depletion of natural resources, loss of biodiversity, and ozone depletion are leading to climate change. This not only is affecting the local community and their indigenous activities, but, tourism is also getting affected due to unreliable climate patterns.promote a = aeeper understanding of the natural environment, and Tmagawa Sake Gaido, which helped five jong-established sake cellars create a tourism cluster. The Forum has provided a regional framework for collaboration, creating additional opportunities for partnerships. Tourism in the Tama River basin has benefited from two types of partnerships: clusters of sake businesses and the development of a cherry blossom tourism route. 8. INTEGRATED MARKETING COMMUNICATIONS (IMC) Integrated Marketing Communications (IMC) plays a crucial role in the promotion of tourism by ensuring a cohesive and effective marketing strategy that reaches andTravels and Tourisn-l FYB COM ) bem i vig et audience. Tourism destinations, whet}, engages the tarBe or or countries, rely heavily on IMc , Hes ce loose tourism revenue, and build a Positiy, aed ae aoe how IMC contributes to the promot, of tourism: For many years, companies was dominate the promotional function in mo, d by mass-media advertisin, Companies relied primarily on their advertising agencies f; guidance in nearly all areas of marketing ie nunication act. marketers did use additional promotional ang marketing communication tools, but sales promotion ang direct-marketing agencies as well as package design firms were generally viewed as auxiliary services and often used on a per-project basis. Public relations agencies were used to manage the organization’s publicity, image, and affairs with the relevant public on an ongoing basis but were not viewed as integral participants in the marketing communications process. Many marketers built strong barriers around the various marketing and promotional functions and planned and managed them as separate practices, with different budgets, different views of the market, and different goals and objectives. These companies failed to recognize that the wide range of marketing and promotional tools must be coordinated to communicate effectively and present a consistent image to target markets, The Evolution of IMC During the 1980s, many companies began taking 4 broader perspective of marketing communication and saW the need for more strategic integration of their promotional tools. The decade was characterized by the rapid development of areas such as sales promotion, diret marketing, and public relations, which began challengiNé advertising’s role as the dominant form of marketins ae These firms began moving toward ig grated marketing communications (IMC asuction 0 Tourism Sector and Tourism Developmen, int ; inati we" 45 which LN it iter the various promotional ements an : ‘arketing activities that com ij a firm’s customers, mMunicate i S_ Marketers embra integrated Marketing Communications concept, they begen agking their ad agencies to coordinate the use of a variety of romotional tools rather than relying primarihy Seo,° advertising. Several companies also began to ieee traditional advertising agencies and use other t 4 of romotional specialists to develop and implement various components of their promotional plans. Many agencies responded to the call for synergy among the promotional tools. by acquiring PR, sales promotion, and direct- marketing companies and touting themselves as IMC agencies that offer one-stop shopping for all their clients’ promotional needs. Some agencies became involved in these no-advertising areas to gain control over their clients’ promotional programs and budgets and struggled to offer any real value beyond creating advertising. However, the advertising industry soon recognized that IMC was more than just a fad. Terms such as new advertising, orchestration, and seamless communication were used to describe the concept of integration. A task force from the American Association of Advertising, Agencies (the “4As”) developed one of the first definitions of integrated marketing communications: elt ‘A concept of marketing communications that ecognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines for example, general advertising, direct response, Sales promotion, and public relations and combines these disciplines to provide clarity, consistency, and maximum communications impact’. The American Association of Advertising definition focuses on the process of using all zi Promotion to achieve maximum communication Agencies’ forms of pact.9 : vas’ fae and Tourism-l (E-Y.B.Com Sem, a dvocates of the IMC concept argued for an...’ However eect siders all sources of bra vt erspective that con: of brang poe Poa that a customer or prospect has wit or one = They noted that the process of integrate ere communications : calls oe a Pit Pictur approach to planning marketing and p! : mo! a Programs and coordinating the various communication functions, It requires that firms develop a total marketing communications strategy that recognizes how all of a firm, marketing activities, not just promotion, communicate with its customers. Consumers’ perceptions of a company and Jor its various brands are a synthesis of the bundle of Messages they receive or contacts they have, such as media advertisements, price, package design, direct-marketing efforts, publicity, sales promotions, websites, point-of- purchase displays, and even the type of store where a product or service is sold. The integrated marketing communications approach seeks to have all of a company’s marketing and promotional activities project a consistent, unified image to the marketplace. It calls for a centralized messaging function so that everything a company says and does communicates a common theme and positioning. For example, Montblanc uses classic design and a distinctive brand name as well as high Prices to position its watches, pens, and other products as high-quality, high-status products. This upscale image is enhanced by the company’s strategy of distributing its products only through boutiques jewelry stores, and other exclusive shops including its store Many companies have adopted this broader perspectiv® e IMC. They see it as a way to coordinate and manage thelt marketing communication programs to ensure that they send customers a consistent message about the compa"! and/or its brands. For these companies, integrati” hee ts an improvement over the traditional method ° treating the various marketing and promotion elemen's o virtually separate activities, ogee: this perspective 0eo apction to Tors Sector and Tourism Development 02" 7 intro IMC has been challenged on the basis that it focuses rimarily On the tactical coordination of various gommunication tools to make them look and sound alike. It has been criticized as an “inside-out marketing” approach that is a relatively simple matter of bundling promotional mix elements together so they have one look and speak with one voice. As IMC continues to evolve, both academicians as well as practitioners are recognizing that a broader spective is needed that views the discipline from a more strategic perspective. A Contemporary Perspective of IMC As marketers become more sophisticated and develop a better understanding of IMC, they are recognizing that it involves more than just coordinating the various elements of their marketing and communications programs into a “one look, one voice” approach. As IMC evolves, it is being recognized as a business process that helps companies identify the most appropriate and effective methods for communicating and building relationships with customers and other stakeholders. Don Schultz of North-western University has developed what many think is a more appropriate, definition of IMC, as follows : ‘Integrated marketing communication is a strategic business process used to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand Communications programs over time with consumers, Customers, prospects, employees, associates and other targeted relevant external and internal audiences. The goal 's to generate both short-term financial returns and build ng-term brand and shareholder value. I ace are several important aspects of this definition of process it views IMC as an ongoing strategic business comm, rather than just a tactical integration of various "unication activities. It also recognizes that severalONS i 299 Travels and Tourist (FYB.Com. (Soy, relevant audiences are an important part of the Process Externally these include customers, prospects, suppliers investors, interest groups, and the general public. It also views internal audiences such as employees as an importany part of the IMC process. Schultz also notes that this definition reflects the increasing emphasis that is bein placed on the demand for accountability and measurement of the outcomes of marketing communication programs as well as marketing in general. Many companies are realizing that communicating effectively with customers and other stakeholders involves more than just the tactical use of traditional marketing communication tools. These firms, along with man advertising agencies, are embracing IMC and incorporating it into their marketing and business practices. It is true, however, that not all companies have moved beyond the stage of simply bundling promotional mix elements together and made the organizational changes and investments that are needed for true integration. IMC is proving to be a permanent change that offers significant value to marketers in the rapidly changing communications environment they are facing in the new millennium. IMC has been described as one of the “new-generation” marketing approaches being used by companies to better focus their efforts on acquiring retaining, and developing relationships with customers and other stakeholders. Some scholars have stated that IMC is undoubtedly the major communications development of the last decade of the 20" century. We will now discuss some of the reasons for the growing importance of IMC. Reasons for the Growing Importance of IMC The IMC approach to. marketing communications planning and strategy is being adopted by both large an small companies and has become popular among firt marketing consumer products and services as well business-to-business marketers. There are several reasoM ossto Tourisn Sector and Tourism Development utr marketers are adopting the IMC a i : why mental reason is that they understand the ae of enesicallY ' Uae i He various communications functions rate h ee t lem Operate autonomously. Moordinating their marketing communications efforts, companies can avoid duplication, take advantage of synergy mong promotional tools, and develop more efficient and effective marketing communications programs. Advocates of MC argue that it is one of the easiest ways for a company to maximize the return on its investment in marketing and promotion. The move to integrated marketing communications also reflects an adaptation by marketers to a changing environment, particularly concerning consumers, technology, and media. Major changes have occurred among consumers concerning, demographics, lifestyles, media use, and buying and shopping patterns. For example, cable TV and more recently digital satellite systems have vastly expanded the number of channels available to households. Every day more and more consumers are surfing the Internet's World Wide Web. There are now more than 800 million Internet users around the world including nearly 200 million in the United States. In the United States, 67 percent of US, households are connected to the Internet, and over half of these homes have high-speed broadband access. Every day more consumers are surfing the Internet's World Wide Web. Online services such as America Online, Yahoo!, ad Microsoft. Network provide information _ and entertainment as well as the opportunity to shop for and — a vast array of products and services. Marketers are ns by developing Web sites on which they a ttanens® their products and services interactively as an . Ane sales. For example, travelers can use ee ’ AA.com website to plan flights, check for spe : tchase tickets, and reserve seats, aS well as make and car-rental reservations. Heres, py hoteleS oS P ae" Travels and Towism-t Y.B.Cyy ‘en Even as new technologies and formats create new for marketers to reach consumers, they are affecting Fe more traditional media. Television, radio, magazine, : newspaper audiences are becoming more fragmenteq an, reaching smaller and more selective audiences. Technolo is leading to greater fragmentation of media and the focys of marketers is shifting from mass to micromarketing. addition to the decline in audience size for many medig marketers are facing the problem of consumers being jg,. responsive to traditional advertising. Many consumers are turned off by advertising; they are tired of being bombardeg with sales messages. This is leading many marketers to look for alternative ways to communicate with their target audiences. For example, marketers often hire produc placement firms or negotiate directly with major studios ang production companies to get their brands into movies and television shows. Marketers must consider that many of those in Generation Y, which includes most college students, are very skeptical of traditional advertising. Having grown up in an even more media-saturated and brand-conscious world than their parents did, they respond to advertising differently and prefer to encounter marketing messages in different places and from different sources. Marketess recognize that to penetrate the skepticism and to capture the attention of the Gen-Ys they have to bring their messages t0 these people in different ways. Many companies are turning to buzz marketing whereby brand come-ons become part of popular culture, and consumers themselves are lured into spreading the message. The positive word-of-mouth generated through buzz marketing campaigns has been a" integral part of successful IMC campaigns. The integrate marketing communications movement is also being drive by changes in the ways companies market their products and services. A major reason for the growing importance : the IMC approach is the ongoing revolution that is changi"®~~ juction Tours ut : a of marketing and the role of the traditional the etising aBen -— racteristics of IMC am Sector and Tourism Development « srajor CP @ A. shifting of marketing strategy from media gvertising (0 other forms of promotion, particularly a sumer” and trade-oriented sales promotions. Many of gxeters feel that traditional media advertising has become expensive and is not cost-effective. Also, escalating price competition in many markets has resulted in marketers uring more of their promotional budgets into price promotions rather than media advertising @ A movement away from relying on advertising- focused approaches, which emphasize mass media such as network television and national magazines, to solve communication problems. Many companies are turning to Jower-cost, more targeted communication tools such as event. marketing and sponsorships, direct mail, sales romotion, and the Internet as they develop their marketing communications strategies. A shift in marketplace power from manufacturers to retailers, Due to consolidation in the retail industry, small local retailers are being replaced by regional, national, and international chains. Large retailers are using their clout to demand larger promotional fees and allowances from manufacturers, a practice that often siphons money away from advertising. Moreover, new technologies such as checkout scanners give retailers information on the effectiveness of manufacturers’ promotional programs. This isleading many marketers to shift their focus to promotional tools that can produce short-term results, such as sales Promotion. ee rapid growth and developm Ratketing. Many companies are buil ae customer names; geographic, de ; staphic profiles; purchase _ patterns, ment of database ding databases mographic, and mediav 52 v2" Travels and Tourism-t (p "Como, preferences; credit ratings; and other character, * Marketers are using this information to target consun through a variety of direct-marketing methods oe telemarketing, direct mail, and direct response advertigy® rather than relying on mass media. Advocates approach argue that database marketing is critica development and practice of effective IMC. @ Demands for greater accountability from advertisin, agencies and changes in the way agencies are compensated Many companies are moving toward Incentive-baseq systems whereby compensation of their ad agencies is based, at least in part, on objective measures such as Sales, market share, and profitability. Demands for accountabil, are motivating many agencies to consider a variety of communication tools and less expensive alternatives to mass-media advertising. of i I to the © The rapid growth of the Internet is changing the very nature of how companies do business and the ways they communicate and interact with consumers. The Internet revolution is well underway, and the Internet audience is growing rapidly. The Internet is an interactive medium that is becoming an integral part of communication strategy, and even business strategy, for many companies. This marketing revolution is affecting everyone involved in the marketing and promotional process. Companies are recognizing that they must change the ways they market and promote their products and services. They can no longer be tied to a specific communication tool (such as media advertising); rather, they should use whatever contact methods offer the best way of delivering the message to their target audiences. Ad agencies continue to reposition themselves as offering more than just advertising expertise; they strive to convince their clients that they &" manage all or any part of clients’ integrated communication® needs. Most agencies recognize that their future succ*———- iuction 10 Tourism Sector and Tourism Development 9X" 53 produ s on their ability to understand all areas of ‘on and help their clients develop and implement d marketing communications programs. Int depends romoti integrate IMC is instrumental in promoting tourism by creating a nd appealing brand, reaching diverse audiences channels, providing valuable information, and adapting to changing circumstances. It helps tourism destinations effectively market themselves and ultimately drive visitor numbers and revenue. consistent an through various was"