Submitted for the fulfilment of requirement for BATCHLOR OF BUSINESS MANAGEMENT IN INTERNATIONAL BUSINESS [BBM-IB] Degree Course under University of Pune


Prof. Aditi Samir

T. Y. B. B. M. (I.B.) ROLL NO: 02

ACKNOWLEDGEMENT I Nikita Agarwal have a great pleasure and honour and take this opportunity to thank all those who have helped me and have provided able and smart guidance throughout the project. I sincerely thank to Prof. Aditi Samir for providing me an opportunity to select and work on project on the following topic. I would like to thank her for continuous support and encouragement throughout the project I would also like to thank my friends and family for their support which was moral boosting at all times. I would also like to thank one and all who directly or indirectly helped me in my project.


It is to certify that Nikita Agarwal, a student of Third Year, Bachelor of Business Management in International Business, Brihan Maharashtra College of Commerce, Pune in the academic year 2010-11. Has done the project report as per mentioned by University of Pune. She has done all the activities under my guidance and supervision. Hence this project is held valid.

MRS. BHARATI UPADHEY [Head of the Department BFT/ BBM-IB]

Prof Aditi Samir Project Guide


This project is to understand the current tourism scenario of the domestic as well as international market of tourism.I Nikita Agarwal had a great pleasure in researching and studying about the different aspect of tourism and tourism marketing. While studying I came to know about the marketing implications in tourism industries. to understand the implication of marketing principles in tourism sector and to identify the market potential of tourism. 4 .

.........................................................Contents 1.............................1 3.................. 31 3................................................. 1.......................................................................................................... 21 Wildlife tourism .............. 27 3. 16 TYPES OF TOURISMS IN INDIA..................2....................... 6 SALIENT FEATURES OF SERVICES ........ 20 Adventure tourism .............................................................. TOURISM MARKETING ...............................................................................................................................5 2............................2 MARKETING MIX ....... 12 2..............................................................................................................................3............................................................................................3 2.................... 16 TOURISM INDUSTRY IN INDIA ................................................................................7 2................................................. SERVICES-THE CONCEPT .................................................................................................................................................................................... 13 TYPES OF TRAVELS ...........9 TOURISM-THE CONCEPT ..............1 2........4 2....... 23 Eco tourism ..........................................1.............................................................................................................................................................. 25 PESTEL ANALYSIS OF INDIAN TOURISM .................... 22 Medical tourism ............................................... 2.......................................................................................... 23 Pilgrimage tourism ............................ 24 Cultural tourism .................................................... 6 1.......................................................................................................... INTRODUCTION .................................................................................................................................................................................. 26 INTERNATIONAL TOURISM SCENARIO ................................................. 15 DRIVERS FOR TOURISM ............2 2........................ 32 MARKET SEGMENTATION ................................................................................................. 1...................... 50 5 ...............................8 2..................................................................................................................6       2....... 24 SWOT ANALYSIS OF INDIAN TOURISM ...................THE CONCEPT....... 12 TOURISM AS A SERVICE INDUSTRY ................................................................ 8 TOURISM INDUSTRY .......... 7 SERVICES MARKETING .......... STUDY OF ANDHRA PRADESH ... 43 4...........................................................

It. time. Almost everyone agrees that service is intangible. networks. It was existed before also but many people were engaged in agriculture and industry. but which goes on to produce tangible results or output.1. in other words acts like a facilitator. 6 . facilities. Today service industries are the sources of economic leadership. During the past 30 years more than 44 million new jobs have been created in service sector to absorb the influx of women in workforce and to provide an alternative to the lack of job opportunities in manufacturing. professional skills. Service is not a new concept. Services or service sector started growing in India in 1980s. labour. and effort. or other assets for which purchasers have responsibility. 1. place or psychological utilitarian benefits are called services. Often timebased. SERVICES-THE CONCEPT Services are economic activities offered by one party to another. objects. In exchange for money. INTRODUCTION Services play an important role in economies of nations and in world commerce. No economy can function without the infrastructure that provide in the form of transportation & communication and government services such as education and health care. service customers expect value from access to goods. The service industries contributed 52% to the GDP in 2002 and now it account for approximately 70 percent of the national income of the India. performances bring about desired results to recipients. and systems. but they do not normally take ownership of any of the physical elements involved. Those activities that provide time.1. Service is rather difficult to define in isolation.

it is something that we feel or experience after an execution of a particular action. That "certain treatment" can affect the experience of the guest during his stay in that hotel.” This definition implies that services are activities or benefits and we find their uses for selling products which may be tangible or intangible. 7 ii. . it‟s not just the exceptional rooms that matters but the kind of treatment you will receive from the hotel staff that matters most.2. 1. These features are as follow i. benefits or satisfactions which are for sale are provided in connection with the sale of goods. Services do not have expiry dates because once you execute a service it must be consumed immediately.The American Marketing Association defines services as “services are activities. Sometimes these features make it difficult to make a decision. Also. SALIENT FEATURES OF SERVICES Services have some salient features which necessitate a new vision and a distinct approach to market it effectively and profitably. When you visit a hotel for instance. In short. Instead. Intangibility: Services cannot be physically examined because It is something that we cannot see. what‟s the point of a hotel having exceptional rooms if it's infested with unfriendly staff? Perishability: Tangible products have expiry dates or carry a “best before” tag in their labels. Christopher Lovelock defines service as – “services are economic activities that create value and provide benefits for customers at specific times and places as a result of bringing about a domestic desired change in –or on behalf of -the recipient of the services. services cannot be resold or returned as compared to manufactured goods.

promote and deliver goods and services to the customers.3. The application of marketing principles in the services is the main factor in service marketing. For instance a consumer can only use Medicare services or hotel room however the ownership rests with the providers. you cannot deliver an identical service to all you clients. A receiving clerk may be very friendly early in the morning but may be a bit cranky in the afternoon. In the marketing of services. v. We 8 . the ownership in services cannot be transferred. musicians and so on create service and offered service at same time. Heterogeneity: A manufacturer can produce millions of soap bars with the same size.THE CONCEPT More companies are offering intangible service solutions that require expanded marketing consideration beyond conventional product marketing. SERVICES MARKETING . 1. In other words services are sold and then produced and consumed. Like the doctors. An employee‟s execution of services towards his clients may be influenced by many factors. iv.iii. Inseparability: Services are not of separable nature that means services are created and supplied simultaneously. the providers are supposed to influence and satisfy the customers or users. The users have just an access to the service. Ownership: Unlike the goods. Unlike services. We term marketing a function by which a marketer plans. same scent and same quality.

A service provider has to be quick to minimise the economic waste which is due to its perishability. It is marketing a promise. However. health care services and professional services. 9 . The marketing mix -. Services‟ marketing typically refer to both business to consumer (B2C) and business to business (B2B) services. It is more selling yourself and selling promise is a complicate task of marketers since they find it difficult to identify the stage or time where the services start degenerating or where the promises fall. physical evidence.or the four P's of marketing (product. Marketing a service is means marketing something intangible. air travel. car rental services. all types of hospitality services. place. financial services.The promoter or service provider has to bear the responsibility of removing or minimising the gap between the services promised and service offered.can‟t deny the fact that service marketing has increased importance in the 21st century. Marketing a service becomes difficult because of the features of relevant in marketing services as well as products. services marketing require consideration of three additional marketing elements as well that 3P‟s are people. The emergence of a number of service generating organisation in almost all the areas engineered a strong foundation for the development of services marketing. price and promotion) -. Intangibility complicates the task of service provider. and includes marketing of services like telecommunications services. and process of services.

exchange of views. travel and tourism service. hospital service whereas the hotel service. iii. and so on. interaction between different religions. This service can be a productive if the policies and strategies are innovated. Today tourism has become almost a part of our life. entertainment service have huge potential. From the all services I have chosen Tourism service for my detailed project study. The promotion of tourism as a industry serves multi-pronged interests. communication service. iv. such as promoting our art and culture. It has grown to such extent that it is contributing substantially to the national economy. v. 10 . It also brings foreign currency in economy. Now a days we can see a major change in banking service. Upward trend in the disposable income Increasing Specialisation Growing Fashion Professionalism in Education High consumers‟ expectation Today in market we have number of services in which we find enough potential to serve the society. ii. Tourism is one of the emerging industries of the economy.REASONS FOR GROWING SERVICE MARKETING i. transportation service. Many countries have understood the potential of this industry.


1 TOURISM-THE CONCEPT The derivation of the word "tourism" originated from a combination of the Latin tornare and the Greek tornos. Tourism is an activity involving a complex mixture of material and psychological elements. Likewise. TOURISM INDUSTRY Let us see some basic concepts related to tourism2. then returns home again. Many scholars have define tourism as-„Tourism‟ refers to the phenomena and relationships arising from the travel and stay of people away from their home from their normal home for a variety of purposes. by adding the suffix -IST (a person who performs an action). We can imagine a round-trip from this meaning: one leaves home for a particular destination.2. The materials one are accommodation. which mean a lathe or circle. with the suffix -ism (an action or process). defining tourism precisely is not an easy task. the attractions and entertainment available. Tourism is a pleasure activity in which money earned in one‟s domicile is spent in the places visited. Although the general meaning of the word tourism is known by all. 12 . The psychological factors include a wide spectrum of attitudes and expectations. we can derive the word "tourist". the meaning of the word tourism became the action of movement in a circle. In modern English. the person who takes such a trip. The following points emerge from the above mention definitions Tourism is a pleasure activity concern with utilisation of leisure hours.

This definition does not consider the person travelling for business purpose.  TOURIST-THE CONCEPT The origin of the word „tourist‟ dates back to 1292 AD.2 TOURISM AS A SERVICE INDUSTRY Tourism as a service industry comprises of several allied activities which together produce the tourism product. Passenger accommodation. TOURIST ARE NOT The persons arriving without a work to take up an occupation. They are: 1. Tourist can be defined as the voluntary temporary travellers. 2.  Persons passing through a country without stopping. travelling in the expectations of pleasure from the novelty and change experienced on a relatively and non-recurrent round trip.  Persons coming from the rural areas to the urban. It is a temporary movement of people. Tour operators and travel agents.  Students in boarding.  Persons domiciled in one country and working in adjoining country. According to international estimates. It has come from the word „tour‟. Involved in the tourism product are three major sub-industries. 2. a tourist spends- 13 . Accommodation sector (hoteling and catering) and 3.  It is an activity involves material and psychological elements.

 Bulk of tourism business is located in Europe and North America. shopping and The product in this case is not confirmed to travel and accommodation but includes a large array of auxiliary services ranging from insurance and entertainment and shopping demand generation. is also heavily dependent upon powerful persuasive communication both at the macro (country) level and the micro (enterprise) level. the prospective consumers have to travel to a foreign destination in order to consume the product.  Tourism.. incidentals.Expenses expenditure 35% 40% 25% in % of total Area Transportation Lodging and food Entertainment. Some of the pointers to nature of tourism as a Service Industry  The highest growth rate in tourism in recent years has been in the third world. in addition to the consumer motivation. like most pure services. which cannot be sampled before purchase. with 1/8 of the market being shared between the other regions. because of the character of inseparability. Tourism accounts for nearly 6% of world trade. 14 . exemplifies a product. The participants in the process of this service business can be illustrated by the figure below.

after arrival from another country.3 TYPES OF TRAVELS In relation with a country. the following are the forms of tourism can be distinguished:  Domestic Tourism: This takes place when the resident citizen of one country travels only within the country. For example a group of Americans coming in India for a holiday. Madhya that country. and Goa. 15 . FACT-The tourism sector is the third largest foreign exchange earner. both backward and forward. acquiring interests in all major sectors of this service industry. Some of them transnational in character.  Outbound Tourism: This takes place when residents of a country travel to another country. For example Mr. some of them exhibit vertical integration. For instance Mr. The major players in the tourism market include a number of intermediary companies. X of Mumbai takes a package tour of Australia and visit there. X from Pune making an itinerary that includes Delhi. 2.  Inbound Tourism: This involves the travel of non-resident be a foreigner or national resident in the given country.

The tourism industry in India is substantial and vibrant.5 TOURISM INDUSTRY IN INDIA India‟s tourism industry is experiencing a strong period of growth. 2. and the country is fast becoming a major global destination.Facts & Figures  In India. driven by the increase Indian middle class.5 million.e. growth in high spending foreign tourists.4 DRIVERS FOR TOURISM  Continuing world prosperity.  Availability of better infrastructure. This is illustrated by the 16 . domestic tourists are the largest i.  The Inbound Tourism in India is reached at its best.  Growing recognition of tourism‟s contribution to employment and economic growth.  Liberalization of air transport. and also credited with contributing a substantial amount of foreign exchange.  Focused marketing and promotion efforts.  Growing intra regional cooperation. India‟s travel and tourism industry is one of them most profitable industries in the country. 2.  A growing number of Public-Private-Partnerships. and coordinated government campaigns to promote „Incredible India‟. over 100 million.  The revenue from a domestic tourism may not be in comparable in value of international terms but it is one of the drivers of the Indian economy.figured at 2.

Disposable income in India has grown by 10. with a 33% increase in foreign exchange earnings recorded in 2004. The campaign helped create a colourful image of India in the minds of consumers all over the world.fact that during 2006. and has directly led to an increase in the interest among tourists. Foreign tourists spend more in India than almost any other country worldwide. The Tourism Ministry has also played an important role in the development of the industry.11% annually from 2001-2006. initiating advertising campaigns such as the 'Incredible India' campaign. Tourist arrivals are projected to increase by over 22% per year through till 2010. and much of that is being spent on travel. Economic growth has added millions annually to the ranks of India‟s middle class. 17 . who will often add a weekend break or longer holiday to their trip. Several reasons are cited for the growth and prosperity of India‟s travel and tourism industry. Thanks in part to its booming IT and outsourcing industry a growing number of business trips are made by foreigners to India. a group that is driving domestic tourism growth. four million tourists visited India and spent US $8.9 billion. which promoted India‟s culture and tourist attractions in a fresh and memorable way.

handicrafts. Both directly and indirectly. The numbers tell the story: almost 20 million people are now working in the India‟s tourism industry. Medical tourist arrivals are expected to reach one million soon. agriculture. The tourism industry of India is based on certain core nationalistic ideals and standards which also reflects the quality dimension RATER : Swaagat or welcome (tangibles). hotel industry. construction. hospitality and many more.The tourism industry has helped growth in other sectors as diverse as horticulture. increased tourism in India has created jobs in a variety of related sectors. India‟s governmental bodies have also made a significant impact in tourism by requiring that each and every state of India have a corporation to administer support issues related to tourism. entertainment sector. A new growth sector is medical tourism. 18 . It is proposed to create a highly skilled workforce of culinary professionals through an innovative incentive scheme not only for India but also topromote Indian cuisine internationally. India‟s unmatched variety of cuisine is becoming increasingly popular in the world and will be developed as a special attraction. It is currently growing at around 30% per annum.

Sahyog or cooperation (empathy). Suvidha or facilitation(tangibles). Sanrachanaa or infrastructure. Soochanaa or information (reliability and responsiveness). Andhra Pradesh Assam Delhi Himachal Pradesh 19 . Safaai or cleanliness (tangibles) and Surakshaaor security (assurance). Svagat (swagat) Sanrcna (sanrachna) Sahyog (sahyog) surkxa (suraksha) Ideals of Indian Tourism sucna (soochna) sfa (safaai) suvi2a (suvidha) The following table provides the major tourist attractions in India by state: Tourist Attraction StateCharminar Kaziranga National Park QutubMinar Shimla Hyderabad.

2.28 million 2009 5.5% in 2009 in spite of economic recession and other adverse factors fortourism.Dal Lake Golden Temple Badrinath Temple Church and Mangueshi Temple Kovalam Beach Jammu and Kashmir Amritsar.50730cr Rs.6 TYPES OF TOURISMS IN INDIA All types of tourism in India have registered phenomenal growth in the last decade ever since the Indian government decided to boost revenues from the 20 . This brings out the importance ofdomestic tourism in the overall tourism development in the country. 54960 cr (Foreign Tourist 5. On the contrary. FTAs registered a decline of 3. Punjab Uttarakhand Goa Kerala CURRENT FIGURES OF INDIAN TOURISM 2008 FTA Arrival) FEE (Foreign Exchange Rs.11 million Earning) Domestic Tourism 563 million 650 million Data show that domestic tourism registered an impressive growth of15.3% and increased in FEE.

foreign tourists spent around US$ 15. The reason why India has been doing well in all types of tourism in India is that India has always been known for its hospitality.tourism sector by projecting India as the ultimate tourist spot. White water rafting is also catching on in India and tourists flock to places such as Uttranchal. and charm – attributes that have been attracting foreign travellers to India in hordes. Himachal Pradesh and Jammu and Kashmir are popular for the skiing facilities they offer. tourists prefer to go for trekking to places like Ladakh. The diversity that India is famous for. and Himalaya. Being a country with tremendous diversity. This involves exploration of remote areas and exotic locales and engaging in various activities. adventure tourism has recently grown in India. uniqueness. Sikkim.  Adventure tourism As a kind of tourism in India. and Arunachal Pradesh for this adrenalin-packed activity. India has a lot to offer in terms of tourism and related activities. Assam. 21 .4 billion during their trips to India. The result was that in 2004. ensures that there is something to do for all tourists in India. no matter what their interests. For adventure tourism in India.

 Wildlife tourism India has a rich forest cover which has some beautiful and exotic species of wildlife – some of which that are even endangered and very rare. This has boosted wildlife tourism in India. The places where a foreign tourist can go for wildlife tourism in India are the Sariska Wildlife Sanctuary, Keoladeo Ghana National Park, and Corbett National Park.


 Medical tourism Tourists from all over the world have been thronging India to avail themselves of cost-effective but superior quality healthcare in terms of surgical procedures and general medical attention. There are several medical institutes in the country that cater to foreign patients and impart top-quality healthcare at a fraction of what it would have cost in developed nations such as USA and UK. It is expected that medical tourism in India will hold a value around US$ 2 billion by 2012. The city of Chennai attracts around 45% of medical tourists from foreign countries.

 Pilgrimage tourism India is famous for its temples and that is the reason that among the different kinds of tourism in India, pilgrimage tourism is increasing most rapidly. The various places for tourists to visit in India for pilgrimage are Vaishno Devi, Golden temple, Char Dham, and Mathura,Vrindavan.


 Eco tourism Among the types of tourism in India, ecotourismhas grown recently. Ecotourism entails the sustainable preservation of a naturally endowed area or region. This is becoming more and more significant for the ecological development of all regions that have tourist value. For ecotourism in India, tourists can go to places such as Kaziranga National Park, Gir National Park, and Kanha National Park.

 Cultural tourism India is known for its rich cultural heritage and an element of mysticism, which is why tourists come to India to experience it for themselves. The various fairs and festivals that tourists can visit in India are the Pushkar fair, TajMahotsav, and SurajKumbmela.

Village tourismwill be promoted as the primary tourism product of India to spread

e.Tourism and its socio-economic benefits to rural areas. and mountains and beaches.7 SWOT ANALYSIS OF INDIAN TOURISM Strengths  India‟s geographical location is a culmination of forests.  Diversity of culture i. The types of tourism in India have grown and this has boosted the Indian economy. That it continues to grow efforts must be taken by the Indian government.  Allowing entry of more multinational companies into the country giving us a global perspective. deserts. 25 . so that the tourism sector can contribute more substantially to the nation‟s GDP.  A wealth of archeological sites and historical monuments Weakness  Lack of basic hygienic amenities at halting points  Lack of sound marketing and promotion strategies  Poor maintenance of heritages  Issues regarding security and harassment  Non standardization of rates and fare  Poor Transportation Opportunities  More proactive role from the government of India in terms of framing policies. a blend of various civilizations and their traditions. 2.

8 PESTEL ANALYSIS OF INDIAN TOURISM Political Factors • Religious intolerance. • Tourism contributing substantially to India‟s GDP. tradition.  Employment Opportunity. 26 . Social and Cultural Factors • Many festivals throughout the year. • Low-cost airlines: more air-travelers. 2. • Relations with neighboring countries.  Aggressive strategies adopted by other countries like Australia. • Lack of international representation. Economic Factors • More disposable income with people. • India‟s diverse culture. Singapore in promoting their tourism affects Indian tourism. • Higher economic growth.  World cup 2010 Threats  Economic conditions and political turmoil in other countries affects tourism. cuisine. • Hotel industry getting government incentives. • Terrorism and Security. etc. Growth of domestic tourism is one of the factors of the development of the tourism industry.

• New land bridges. trade fairs etc. etc. According to the World Tourism Organisation (WTO). Museums. • India‟s rich history. Technological Factors • Poor facilities at airports and stations. • Historical monuments. which means that one out of every ten inhabitants of this planet is a tourist.  Clean drinking water and related issues. • Growth of E-Tourism.  Cleanliness of the areas or destination.9 INTERNATIONAL TOURISM SCENARIO Tourism has emerged as the largest service industry globally in terms of gross revenue as well as foreign exchange earnings. Legal Factors  Issues related to passport and visas 2. Environment Factors  Pollution. With 27 .• Exhibitions. an amount more than the GNP of all countries except the United States. the number of international travellers has risen to more than 500 million per annum. The present annual global income from tourism (international and domestic) is nearly US$13 trillion. • New transportation methods.

and people will be going on holidays more often. The “Tourism 2020 vision” forecast predicts that by 2020 one out of every three trips will be long haul journeys to other regions of the world. international arrivals will reach 1. A total of 212 million persons are now being employed globally through direct and indirect opportunities generated by this industry. The 21st century will see a higher percentage of the total population travelling. one person earns a living from tourism. Travellers of the 21st will also be going farther and farther. Tourism is the industry of industries and has a great multiplier effect on other industries. that arrivals will top one billion in the year 2010 and that by 2020. especially in developed countries. Tourism serves as an effective medium for transfer of wealth because here income earned in places of “residence” is spent in place “visit”. especially in developing countries. sometimes two. It is the highest generator of employment. For every million rupees of investment 13 jobs are created in manufacturing industries. Long-haul travel is expected to increase from 24% of all international tourism in 1995 to 35% of all international traffic arrivals by the year 2020. it is being given priority attention. 28 . This means that out of every nine persons. WTO forecasts that there will be 702 million international arrivals in the year 2000. As the fastest growing foreign exchange earner. Tourism is therefore considered to be an important area for intensive development for all governments. the global tourism industry is likely to double in the next decade.6 billion nearly three times the number of international trips made in 1996 which was 592 million. three or four times a year.rapid developments in the field of transport and communications. 45 jobs in agriculture and 89 jobs in hotels and restaurants.

Worldwide travel and tourism create a new job every 10 seconds. Out of every nine persons. 29 . contributing to 10% of the world's economy!      Tourism is not just one industry. One out of every ten inhabitants of this planet is a tourist. Travel is expected to grow 50 percent faster than any other sector of world employment. it is many industries in one.Summary of the above details The tourism & travel industry is the world's number-one industry. one person earns a living from tourism.

2 50.0 25.TOP 10 INTERNATIONAL DESTINATIONS IN 2008 (International Tourist Arrivals) Rank Country International Tourist Arrivals (mn) 1 2 3 4 5 6 7 8 9 10 France United States Spain China Italy United Kingdom Turkey Germany Malaysia Mexico 74.274.9 43.2 mn 54.2 23.5 24.4 52.5 30 .6 21.2 28.

“Marketing in the tourism is to be understood as the systematic and co-ordinated execution of business policy by tourist undertakings whether private or state. national and international levels to achieve the optional satisfaction of the needs of identifiable consumer groups and in doing so achieves an appropriate return. TOURISM MARKETING It is essential that we should consider three aspect while defining tourism marketing. national and local levels to optimise the satisfaction of tourist groups and individuals in view of sustained tourism growth. Krippendorf defines Tourism Marketing as.” In simple words Tourism marketing means providing a service to consumers in order to have information available about location and to satisfy their needs and wants  to attract more visitors Differences between tourism marketing and other services The marketing of services dependent much on interdependence of Marketing.3. “Tourism marketing activities are systematic and co-ordinated efforts extended by National Tourist Organisation and/or tourist enterprises at international. The differences between tourism marketing and other services are- 31 . second is world class services to the tourists which help in satisfying them and the third is positive contribution of tourist organisations to the process of social transformation and ecological balance. owned at local. Operations. the first generation of profits by tourist organisation. and Human Resources.” Burkart and Medlick states. regional.

James Gulliton described the marketing executives as a mixer of ingredients. Process and Physical Evidence. ii. THE PRODUCT MIX Every product is aimed at some market and its marketing success depends essentially on its compatibility with customer needs and their demand or its fit with the market. Price mix. such as the Product mix. the marketing executives would hardly be successful in the accomplishing the organization goals. Although 32 . It is essential that the product offered to a target market must satisfy the users.material intangible thing. He was of the view that without the help of quality sub-mixes. the customer must travel to the product (area/community). principal products provided by recreation/tourism businesses are recreational experiences and hospitality. FORMULATION OF MARKETING MIX FOR THE TOURIST ORGANISATION 1. Neil Borden to coin a new terminology in the marketing literature. This engineered a sound foundation for the frequent use of term marketing mix in which initially the four sub mixes were included. i. instead of moving product to the customer. Gradually. 3. The product here refers to the tourism service offering. I cover all the sub-mixes. iii. The service (tourism) product is a non.e. This inspired Prof. we find inclusion of some other mixes. and the Promotion mix. such as People. marketing mix. is a major factor in people‟s decisions on whether or not to visit your business or community. While going through the marketing mix for the tourism services.1MARKETING MIX iv. travel is a significant portion of the time and money spent in association with recreational and tourism experiences.i. place mix.

handicrafts. As an industry. Artificial beauties. etc. Parks. aesthetics and special events. Music.service (tourism) products are intangible. it includes such things as accommodations. there are certain physical characteristics which consumer will assess in their evaluation of the product choice. Roadways. Indian. food and beverage services. Two star. garments. and organizations need to work together to package and promote tourism opportunities in their areas and align their efforts to assure consistency in product quality. shops. cottages. agencies.This adds to the difficulty of maintaining and controlling the quality of the experience. entertainment. Thus the formulation of tourism product becomes a bit difficult for marketers. Pubs. Seaways (cruise) Shopping: Artistic. havelis." Along with transportation. Lakes. Jewellery. Get together Restaurant: Westerns. etc Attraction: Natural scenes. tourism related businesses. tourism has many components comprising the overall "travel experience. Night Life. handloom. Historic places. rent house Recreation: Theatre. It is rare for one business to provide the variety of activities or facilities tourists need or desire. Transportation: Airways. etc 33 . To overcome this hurdle. The tourism product include- Tourism Product Accommodation: Five star. Railways. Three star.

the taste oriented restaurants are some of the important components of an optimal product mix gravitating due attention of tourist organisations. services (a tour operator‟s package incorporating the temporary use of an airline. THE PRICE MIX Pricing in tourism is a fairly complex issue because the price eventually paid by the consumer may be made up from the prices charged by various 34 . availability of sophisticated communication of facilities at tourist sites and hotels. We can‟t negate that the tourism product is quite complex one. road and rail transport • Tour operators • Hotel or resort representative 2. Some of the salient features of Tourism Product • Highly Perishable • Is a service product • Intangibility complicates the task of marketers • Need adequate infrastructure facilities • The users are a heterogenous group of people The factors affecting a Tourism product • Destination • Mode of transportation. comfortable and fast transportation facilities. hotel room. since it comprises a place (a holiday destination).The formulation of a product mix thus becomes an important task for marketing the tourism services profitably.airline. and sometimes other facilities) and on occasion certain tangible product such as free flight bags or a complementary gifts to encourage booking. The development of accommodation facilities by opening new classified and unclassified hotels. the channelisation of safe.

a firm is pursing niche strategy. This necessitates using pricing as a motivational tool. Pricing policy decisions will be directed by strategic objectives. seasonal demand variations should be consider in price setting. and to include pricing tactics which exploit such sensitivity fully. If the company‟s objective is the market penetration then the prices must be set very competitively to appeal to the largest possible number of potential consumers. We accept the fact that a change in the hotel tariffs.independent service provider such as transportation. Providers of tourism products and services will almost always be faced by high levels of fixed cost. etc or in the case of. particularly due to seasonality. Factors affecting pricing of tourism product are- 35 . Similarly. tourism services. catering to the luxury market in exclusive. The stimulation of demand makes it essential that pricing strategy simplifies the process of motivation. It is also important. it may be possible to differentiate service levels and offer higher priced „value added‟ services. a package tour. say. airfare structure or transportation cost influence the pricing structure vis-a-vis travelling decision. to have a clear understanding of factors affecting pricing sensitivity. For example. however. as in business-class air travel. on the other hand. Variations in the level demand cause further complications in tourism pricing. high value. accommodation. then prices should reflect this promotion and advertising can be used to differentiate the product on an exclusivity basis and premium prices may be charged. leading to variants of cost-plus pricing or returnon-investment as key determinants of pricing levels. Thus the entrance fee charged at the entrance becomes insignificant when we talk about the pricing decision. If. communication.

These may include discounts for cash payments.• Cost • Demand • Competition • Duration • Mode of transport • Peak/Non-peak season • Destination The tourist organisation set prices in line with the quality of services to be made available to the customers and the type of customers they are targeting.They are required to think in favor of discounting price. THE PLACE MIX In the tourism industry. seasonal discounts. If tourism marketing management is to be certain at their products and services are both available and accessible to target market. In order too do this. it is not to be forgotten that it may also create image problem since some of the value sensitive tourists may doubt the quality. the information regarding confirmation and cancellation become essential and a sound distribution system makes it possible. 3. the distribution problem the distribution problem is concerned with the transmission ofinformation about the services to the concerned users. research must be undertaken to determine how and where potential 36 . But while offering the discounts. they must design a channel strategy that will be effective. trade discounts etc. As and when the bookings are made. Distribution management is concerned with two things: availability and accessibility.

Channels that consist of all the intermediaries between the original service provider and the consumer must be chosen to maximise distribution effectiveness. consumers may need to reminded about all this type of issues. Promotion design to persuade 37 . new uses. The customer. Thomas Cook has its own branches situated throughout the country so they are easily accessible. especially in the off peak season. transportation becomes a major logistical component. however some deal directly with the consumers and eliminate middlemen. to remind and to persuade. THE PROMOTION MIX The aims of promotion falls into three main categories: to inform. Other companies may also utilize more than one method of distribution. 4. but other issues may also need this type of communication to customers. and to reduce fears. Also. in the case of tangible products in tourism such as souvenirs and cuisine. It makes the destinations accessible to people from around the world. information to built consumer confidence. Hence strategic locations are very important for Thomas Cook.full description of service offering and image building (of destinations)are examples. Location: Transport also plays a major role in the tourism industry.prices changes. has to go to the service provider. in the travel and tourism industry. It will always be necessary to inform prospective customers about new products and service. For example.customers prefer to buy tourism products and services. Most tour operators sell their services through travel agents. Similarly.

For example to encourage switching or to build preference. Making decisions regarding which type or combination of promotion types to use (personal selling. newspaper. Hotel owners and airlines will need to promote their services to tour operators (who are. (2) Image---that which your community or business wants to create or reinforce. It will be necessary to make decisions regarding: (1) Target audience---the group you are aiming at. sales promotions. wholesalers of travel services and products) as well as promoting service to end users and independent travellers. in effect. (4) Budget---the amount of money available for your promotion. magazine) will most effectively and efficiently communicate your message to the target audience. tour operators will want to ensure that travel agents sell their services in a positive manner. (5) Timing---when and how often should your promotions appear. If. (3) Objectives---those of the promotional campaign. Similarly. advertising.consumers will be inline with specific objectives . however. radio. and 38 . and will therefore want to advertise to the agents the benefits of selling their tours (perhaps in terms of higher commission). Developing a promotional campaign is not a science with hard and fast rules. chances for success will be improved. (6)Media---which methods (television. you follow a logical process and do the necessary research. or publicity) is not always easy. In tourism industry.

The tourism industry is an amalgam of the services of a lot of people and hence this industry cannot work efficiently if the travel agents. THE PEOPLE Role of people is very important in any service. Every invention and innovation is the result of our dedication. innovate and develop technologies. tour operators and travel guides lack world class professional excellence. and commitment. Of 39 . People are the centre for Tourism. For hospitality and guest relations it is very important to focus on people.(7) Evaluation---how can the effectiveness of the promotional campaign be determined. Therefore marketing experts have been found makingstrong advocacy in favour of treating people as an independent submix of the marketing mix. It is more a human intensive sector. It also plays a vital role in quality control. personal selling. These facts make it clear that technologies need due support of human resources who invent. Any sophisticated technology can‟t deliver goods to the development process without the employee who operating and maintaining these technology. The various dimensions of tourism promotion are as follows: • Advertising • Publicity • Sales promotions • Word-of-mouth • Personal Selling • Telemarketing • Exhibitions 5. perfection. and employee moral.

The tour operators also need to manage human resources efficiently. In the tourism industry the travel agents and the travel guides are the two most important people who speak a lot about the industry. They need a lot of credentials to fulfill the expectations of the customers. 40 . The training courses run by the Institutes are designed to suit the needs of the various target groups. Institutes which offer training for the same. failing which even the world class services offered by the travel agents are found meaningless. value-orientation and perfection. Travel guides especially. The Government plays an important role in providing the right kind of people for this industry. are expected to have a lot of patience.course the offices of travel agents depend on the new technology but after all employees and the other staff contribute significantly to the process. In the management of people. tact to transform the occasional tourists into habitual ones. linguistic skills etc. As such there are a lot of Govt. the related organizations are required to think in favour of developing an ongoing training program so that we find a close relation between the development of technologies and the quality of personnel who are supposed to operate and maintain the same. and Pvt. The organization has to make the environmental conditions conducive and focus has to be laid on the incentives to the employees for energizing the process of performance orientation. Employee orientation requires due weightage to efficiency generation. Hence it is imperative that they have to be at their best at all times. thorough knowledge of the places. The travel guides need professional excellence since the projection of a positive image regarding a destination in particular requires their due cooperation. good sense of humour.

THE PROCESS Procedure. quality souvenirs and mementoes. it is necessary for the organization which provides services to recognize the critical moments in the entire process which makes the service 41 . Now to make this definition of process true. representative of company and so on. mechanism and flow of activities by which services are used. maps. The trip planning packages include. (b) travel to the site/area. attractions enroute and on site. (a) trip planning and anticipation. Provision for travel information Liaison with provision of services Preparing the itinerary Planning & Costing Ticketing Hotel booking Provision of foreign currency/ insurance The above shown is the general process followed by every tourism organization It is the way of undertaking transaction supplying information and providing services on a way. (d) trip planning packages. The process in Tourism include. (c)recollection. food. security person. hotel manager. information regarding lodging.This submix also covers all the people behind providing this service such as bus drivers.Also the 'Procedure' how the product will reach the end user. 6. which is acceptable to the consumer and the effective to the organization.

7. Both tangible goods that help to communicate and perform the service. security. In Tourism the physical evidence is basically depends on travel experience.acceptable or not acceptable to the customer depending on the zone of tolerance and effective or not effective to the organization. and the intangible experience of existing customers and the ability of the business to relay that customer satisfaction to potential customers. PHYSICAL EVIDENCE The ability and environment in which the service is delivered. the core product is bed in case of stay and main tourist spot. Further to realize what the critical moments in the considered process a concept of blue are printing is introduced. stay. In case of peripheral physical evidence are restaurants. Here. hygiene. 42 . food. and comfort.

etc. and make strategy to tap as many of them as possible. It helps an organization to determine buyers or prospective buyers. It also helps to segment the prospective tourists on basis of their lifestyles. social and economic status and preferences. It helps the organisation as well as the prospective buyers of services. and  Identify the prospective tourists according to lifestyles. Modern tourism industry uses market segmentation to study opportunities for competitive advantage in the marketplace. product design and distribution. The purpose of market segmentation in tourism marketing is to:  Segment the markets generating tourists. The organization chooses a segment it can serve most effectively and focuses on service. It is necessary to understand what is wanted and who is going to buy it. Right segmentation results in reduction of costs. A marketing person has to gain knowledge about this and he or she can approach this problem by asking certain questions like: What factors influence the tourist demand? 43 . Concept of market segmentation can be used effectively in tourism marketing. It is employed to segment the markets generating tourists. and their motives to go there vary. This helps you concentrate on the segment your organization wants to cater.3. They are heterogeneous. attitudes about travel. Market segmentation is the strategic tool to tap all these groups of tourists. Market segmentation has big role to play in your marketing strategy. socioeconomic status.2MARKET SEGMENTATION Tourists carry different images of their destinations.

 services do the tourists expect?  is the basis for tourists comparing your product with other products?  benefits do the tourists seek?  risks do the tourists perceive?  are the tastes of the tourist? How do tourists buy ?  much are the tourists willing to spend?  many vacations do the tourists take in a year?  does promotion and advertising effect the tourists‟ demand?  does the product fit into the life styles of tourists? Where is the decision made by tourists to buy?  do the tourists seek information about the product?  do the tourists buy the product? When do the tourists take a vacation?  do the tourists make a decision to buy the product?  is the product repurchased? Why do the tourists buy your product?  do the tourists choose one destination over the other?  do the tourists go to a particular destination? 44 .

urban. population within ranges or above a certain level. Countries. semi-rural.  Psychographic 45 . This selection base will have far reaching impact on studying the target market. of bases for segmentation but the main aspect is lifestyle.g.It is essential for the tourist organisation to select a suitable variable to segment the market. Climate.g. There are no. All other variables are as follow Holiday  Demand Primary. Besides. rural. City / Town size: e. suburban. Population density: e. do the tourists prefer one type of service and not the other?  do the tourists buy your competitors‟ products? Who buys your product?  buys your competitors‟ products?  are likely to buy your product?  may not be interested in your product? You must remember here that this list of questions is only suggestive and the nature of questions willdepend on the nature of your product and certain specific situations. opportunity  Geography Geographic segmentation tries to divide markets into different geographical units: these units include: Regions. secondary.

etc.  Economic This consist of income of the people.It includes lifestyle. a. Organisation of Trips. education. occupation. class of the people. ii. common interest. income.  Other motives Tourism markets are also segmented on the basis of travelling habits of tourists. Upper class Middle class 46 . behavioural aspect of motivation. II Segmentation of the tourists from the countries.  Purpose The purposes are business travel. religion. etc. Duration of Trip. socio/family. cultural tourism. III Segment the visitors in SEC (Socio-Economic Category) and their nature of visits. Under SEC i. PROCESS I Segment the Potential countries. Religion as Travel Motive. Time of Travel. which includeDistance Travelled. gender family size. race and nationality.  Demographic It consists of dividing the market into groups based on variables such as age. convention.

Business executives Leisure travellers The delegate Religious travellers. Heritage place d. iii. NRI visiting homes Fans for sports International air line crews International ship carrier crews Heritage travellers Travellers for arts & architecture Travellers for Mountain sports Travellers for Wild life camps. Focus the target group of visitors with the USPs' of locations Positioning Process Develop USP (Unique Selling Proposition) for all tourism locations a. bird sanctuaries Beach strollers Interest groups etc. xi. IV. vi. x. Sprawling beaches 47 . Segment the locations according to the above the segmentation of travellers Targeting Process 1. vii. ix. xii.iii. Select the target group of visitors 3. viii. Lowe class b. Wild life camps c. iv. Classify the locations according to the visitors requirements 2. Mountain sports b. Under Nature of visit i. xiii. v. xiv. ii.

The Marketing of tourism may be classified in to two broad categories 1. Inland Water Transport. So far. MRTS (Mass Rapid Transit Systems in Major cities) iv. First.  International/Domestic Airlines  Local Transportation i. if any  Hotels/Resorts/Restaurants  Government i. it is a integrated marketing. STDCs i. Targeting Domestic visitors  The former brings massive foreign exchange and latter helps the equal distribution of their disposal income to imbalanced sectors. Since. Rail Transport ii.e.e. we shall classify the players/participants of tourism marketing. Industry watch dogs International and Domestic promotional organizations (Private sector . collective approach. the efforts of the Government proved to be not very fruitful. to ensure the hygiene requirements International and Domestic travel agents Ministry of Tourism. taxation policies. State-wise)Unemployed educated youths i. ITDC. to provide safety. various industries have bearings n and from Tourism Marketing.e.e. visas  Health Industry i. It is a coherent. to be 48 . this lucrative industry can be privatized for better promotion and growth. Arts & Architecture etc  Design proper strategic plan to promote the locations among domestic and foreign tourists. The public and private sector participation is required for the success of this marketing. Targeting International visitors 2.e. Road Transport iii.Sector-wise.

India possesses every thing. We have all. strategies and techniques to woo international visitors and also to encourage domestic tourism. delicious cuisine. The rich cultural heritage. but. showing unhealthy trend in meeting our targets. It was expected to bring 5 millions by the year 2000. which makes it a 'Cross Cultural Paradise' stays on 'Unity in Diversity'. Main emphasis is to provide to woo international visitors.35 millions visited in India in that year (Economic Times. yet we may the drive to work. This marketing caters to attract international and domestic tourists. palaces. The author touches all the facts and figures. 49 . analyse and to act. The Government and private sector need to work earnestly and with a commitment to develop India. highest mountains.trained to set up Tourism guide/information stations Telecommunications sector and Information Technology. option of marketing. We should not miss this massive golden opportunity. 2001). temples. It is a time to review. actually 2. rare mixture of life style etc. a most attractive tourism destination in the world. To conclude. like we miss for past 53 years. sprawling deserts. sculptures. This target is very attractive in context to foreign exchange earnings.


Temperature 13°C 51 .068 sq km Hinduism (89. located on the south-eastern. and ports apart from the sacred Tirupati.13%). the tag line of AP is “The essence of India". for its most revered temple. Christianity (1. Islam (8.500 mm Max. Tirupati. 1000 years of history and pilgrimage centres of every major religion of India. FACTS & FIGURES Area Religion 2.STUDY OF ANDHRA PRADESH INTRODUCTION The state of Andhra Pradesh is recognized variously-for its legendary dynasties. where one can leave one's prayers to be answered. Temperature 40°C Min. Telugu.82%). rich literature and the vibrant Kuchipudi. Many tourists from India and outside India visit this place around the year to visit the beaches. and hill stations in this state. for its beautiful language." There are ruins. palaces.15%) Annual Rainfall 400 mm to 2. 3. the second largest coast line in the country. Andhra Pradesh has often been called the "food bowl of the south. museums. Andhra Pradesh. is a popular destination in Southern India. Andhra Pradesh tourism is known as Koh-i-noor of India.2 million visitors visit the state every year.90%). With more than 600 tourist locations.75. for its lacquer toys and beautiful weaves. temples. Andhra Pradesh attracts the largest number of tourists in India. Andhra Pradesh tourism is mainly concentrate on the beach tours and religious tours. Others (0.

museums and delectable cuisine that lure tourists. Urdu October and March The famous places in Andhra Pradesh are:  Hyderabad There are a variety of tourist attractions in Hyderabad. a city with a 400year-old history and a rich blending of cultures. gardens. lakes. parks. The main attractions in HyderabadCharminar Golconda Fort Ramoji Flim City Hussain Sagar Lake Lumbini Park Hyderabad Botnical Garden Birla Mandir Salar Jung Museum Entertainment Venue such as IMAX Theatre Dhola-ri-Dhani Mecca Masjid Jama Ma 52 . glass embedded bangles and beautiful sarees. It is known for its interesting diamond markets. resorts. pearls.Capital Languages Best time to visit Hyderabad Telugu. This "city of pearls" has heritage monuments.

53 .

v s  Vijayawada Vijayawada. Vijayawada literally means the “City of Victory” is a commercial hub of the state located in the coastal region of Andhra Pradesh. Some of the worth visiting sites in Vijayawada areThe Prakasam barrage Tthe Kanakadurga temple The St. Mary's church Rajiv Gandhi Park Bhavani Island 54 . the third largest city of Andhra Pradesh is also a place of tourist‟s delight. The city is strategically located in a picturesque spot on the northern bank of river Krishna bounded on three sides by the Indrakiladri Hills.

who dominated the region until the beginning of the 14th century.  Warangal Warangal. is now a bustling city of Andhra Pradesh known for its dhurrie-weaving techniques.Eturungaram Kolanupak Pakhal Lake  Srisailam The famous Mallikarjunaswamy Temple located at height of about 457 meters on the southern bank of River Krishna is a major pilgrim spot in Srisailam hill town. It was the heart of Hindu Kakatiya Kings. 55 .Kondapalli Fort Monuments The Moghalrajapuram caves The city is also famous for its cinema theatres and special south Indian food. Ramappa Temple Warangal Fort Hanam konda Khush mahal Ramappa lake And the sites nearby Warangal are. one of the principal cities of South India as described by the 13th Century Venetian traveler Marco Polo. This temple is one of the 12 Jyothirlinga temples in the country.

Vishakhapatnam is an amalgamation of old and new. is a place for a short holiday and recreation. nearer to the city. Hindustan Ship Building Yard. a bustling city that encompasses blue sea. dense jungles and crystal clear cascades. Caltex Oil Refinery. and the Shipbuilding Yard has a nation-wide importance. green-capped hills. The places of interest in the city include harbour. Dolphin's Nose. lush green parks. Steel Plant. Circuit House on the Hill. Main attractions areKailasgiri Rishikonda Beach Dolphin‟s Nosev Venkateshwara Konda Araku Bheemunipatnam Simhachalam  Tirupati Many tourist domestic and foreign tourist visit Tirupati for Lord Venkateshwara. Visakhapatnam harbour is considered to be one of the best natural harbours in the world. a light-house. Coromandal Fertilisers Factory. ancient Buddhist sites. breathtaking valleys. Apart from the above places they are more places which are as follow 56 . The city is worth visiting for both the internal and foreign tourists. the only submarine museum of the subcontinent. a beautiful beach and an airport. Vishakhapatnam The city has grown in importance educationally. commercially and industrially. and more profoundly its salubrious climate. Bheemunipatnam beach.

 Basar : Then. situated about 35 km from Hyderabad. which is located 150 km from Hyderabad. located 240 km from Hyderabad.  Pochampally: Yet another destination known as Pochampally is located in Nalgonda district. situated on the banks of the mighty Godavari River. glorious religions and wonderful 57 . This lovely village is renowned in the country for its gorgeous. ingenious arts &crafts. other worth visiting attractions are the island museum of Nagarjunakonda and the beautiful waterfalls of Ethipothala. With world's tallest masonry dam across river Krishna. there is Basar. in Adilabad district. situated about 35 kms from Hyderabad. It is a historic temple village and was once the capital of the great Vishnukundin dynasty. Apart from this. scintillating dances. handwoven silk and cotton saris. delectable cuisine. CULTURE OF ANDHARA PRADESH The rich and varied culture of Andhra Pradesh can be perceived from its melodious music. Nagarjunasagar is a popular tourist destination of South India. Nagarjunasagar :Another famous destination is the Nagarjunasagar. It is famous for the only Saraswati temple in South India.  Keesaragutta : Keesaragutta is another popular destination.

Dance is the most interesting form of performing arts that has been encouraged from centuries in India. The arts and crafts of the state comprise of a remarkable range of handicrafts.people. In the world of creativity. all-embracing from technology to arts and crafts. 58 . The state is also known for being the homeland of Thyagaraja.the three prodigies of the Carnatic Music Trinity. This wonderful state has presented a wide range of performing arts. Following links will throw light on the various aspects of Andhra culture. which influenced its cultural heritage. Dances Andhra Pradesh has always been known for its rich culture. Art and Craft Andhra Pradesh is a multifarious state that has covered each and every aspect of existence. Eventually. The ethnicity of the state is also visible from the different communities and religions followed by them. The ubiquitous Telugu language of Andhra makes the true essence and spirit of Carnatic music. Andhra Pradesh culture became rich and creative with the touch of diverse civilizations. including dance. drama and music. The state is undoubtedly a prized gem in the crown of the Indian glory. paintings and handlooms. Shyama Sastri and Muthuswami Dixitar . The relishing dishes of Andhra cuisine boast of the 'Nawabi' style of the royalty. to the world. Music Andhra Pradesh has been known since ages for its rich musical heritage. the state was ruled by several dynasties and empires. Andhra Pradesh has procured a high position with its work of art. In the earlier times.

lifestyles and cultures. the cuisine of Andhra has many delicacies to boast of. In Andhra Pradesh. which is all the more famous for its cuisine. customs. 59 . along with their own notions and customs. However. CUISINE OF ANDHRA PRADESH Andhra Pradesh is an ever enchanting state. spices and fresh herbs are often added to flavor the basic dishes like rice. the major religions are Hinduism. Around the state. Rice goes with both vegetarian and non-vegetarian meals also. Coconut. The 'Nawabi' style of the state reflects in its gastronomy too. the people of Andhra are nice and friendly.People Andhra Pradesh has a concoction of various communities. Religions Andhraites are highly pious people. Andhra dwellers usually prefer vegetarian diet. who live in perfect harmony. you can find people following different religious practices. In broad terms. Islam. Christianity and Buddhism. religions. who follow their religion with the highest regard. Coconut oil makes the regular cooking medium for Andhra gastronomy. Moreover. Most of the traditional food and dishes in Andhra Pradesh are ricebased. Spiciest of all the Indian cuisines. sambhar. Andhra Pradesh is acknowledged for being the largest producer of rice in India. people residing in coastal areas rely mostly on seafood. other lentils and steamed vegetables. rice is also the staple food grain that is consumed in large quantities in the state. in spite of belonging to different castes and following different religions.

'Sheer Khurma' and 'Bandhar Ladoo' are the most popular sweets of Andhra Pradesh. 'Putharekulu'. In Andhra Pradesh. Chepa Pulusu and Hyderabadi Biryani. Avakkai (raw mango pickle) are the popular vegetarian delicacies of Andhra cuisine. Kodi Pulusu (gravy). Pulihora (or pulihaara).Hyderabadi cuisine is another branch of Andhra cuisine that offers the royal recipes of the 'Nawabs'. 'Bobbatlu'. This wholesome meal comprises five types of dishes with a variety of condiments and side-dishes. oil and tamarind are liberally used in it. vadas (spicy lentil doughnuts soaked in hot sambar) and idlis (steamed rice muffin-like dumplings) are the popular snacks in the state. 'Booralu'. Gongura. top the charts. Pesarattu. Chilli powder. The most delightful delicacies of Andhra food include 'Murku' (roundels of rice flour paste deep fried) and 'Appadams'. The main food is formed by 'Pulihara' that is actually tamarind rice with green chilies. making the food really spicy and tangy. Onion pakodas (fried). The condiments like chutneys and pickles make a fundamental part of Andhra food. SWOT ANALYSIS OF ANDHARA PRADESH TOURISM STRENGTHS  Great Cultural and Historical Legacy  Vast Geography  Varied Culture and Arts  Rich Heritage 60 . 'Kakinada Kaja'. In non-vegetarian delicacies. 'Payasam'. each meal is accompanied by curd to provide respite from the hot spices of food. Like other South-Indian states. a traditional Andhra meal is served on a banana leaf. dishes like Kodi Iguru (fry).

 Religious Places WEAKNESS  Social Discrimination  Huge traffic jams  High rate of Crime and violence OPPORTUINITIES  Global Tourism Potential  Infrastructure  Medical facilities  Specific Tourist Locations THREATS  Increasing Pollution  Social Division  Political Intervention  Increasing Naxalite Activity Andhara Pradesh have a huge potential for global as well as domestic tourism. 61 . The APTDC are taking initiative to utilize its tourism capacity and have develop many plans but it need to implement well.

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