DECCAN EDUCATION SOCIETY‟S

BRIHAN MAHARASHTRA COLLEGE OF COMMERCE

TOURISM INDUSTRY
PROJECT REPORT

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

GUIDEANCE

Prof. Aditi Samir
A PROJECT BY:

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

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CERTIFICATE
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

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

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

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

Also. Instead. 7 ii. That "certain treatment" can affect the experience of the guest during his stay in that hotel. services cannot be resold or returned as compared to manufactured goods. it‟s not just the exceptional rooms that matters but the kind of treatment you will receive from the hotel staff that matters most.” This definition implies that services are activities or benefits and we find their uses for selling products which may be tangible or intangible.2. 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. benefits or satisfactions which are for sale are provided in connection with the sale of goods.The American Marketing Association defines services as “services are activities. 1. In short. Services do not have expiry dates because once you execute a service it must be consumed immediately. When you visit a hotel for instance. Sometimes these features make it difficult to make a decision. SALIENT FEATURES OF SERVICES Services have some salient features which necessitate a new vision and a distinct approach to market it effectively and profitably. Intangibility: Services cannot be physically examined because It is something that we cannot see. These features are as follow i. 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. it is something that we feel or experience after an execution of a particular action. .

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

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

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

2. TOURISM INDUSTRY 11 .

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

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

in addition to the consumer motivation. incidentals. 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. 14 . with 1/8 of the market being shared between the other regions.Expenses expenditure 35% 40% 25% in % of total Area Transportation Lodging and food Entertainment.  Bulk of tourism business is located in Europe and North America. is also heavily dependent upon powerful persuasive communication both at the macro (country) level and the micro (enterprise) level. because of the character of inseparability. which cannot be sampled before purchase. the prospective consumers have to travel to a foreign destination in order to consume the product.  Tourism. Tourism accounts for nearly 6% of world trade. 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. The participants in the process of this service business can be illustrated by the figure below. like most pure services.. exemplifies a product.

For example Mr. 15 . both backward and forward.  Outbound Tourism: This takes place when residents of a country travel to another country. For instance Mr. and Goa. X from Pune making an itinerary that includes Delhi. 2.3 TYPES OF TRAVELS In relation with a country.in that country. The major players in the tourism market include a number of intermediary companies. after arrival from another 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.  Inbound Tourism: This involves the travel of non-resident be a foreigner or national resident in the given country. FACT-The tourism sector is the third largest foreign exchange earner. Some of them transnational in character. some of them exhibit vertical integration. Madhya Pradesh. X of Mumbai takes a package tour of Australia and visit there. For example a group of Americans coming in India for a holiday. acquiring interests in all major sectors of this service industry.

and also credited with contributing a substantial amount of foreign exchange.5 million.4 DRIVERS FOR TOURISM  Continuing world prosperity.  Availability of better infrastructure. growth in high spending foreign tourists. over 100 million. and the country is fast becoming a major global destination. driven by the increase Indian middle class.  The Inbound Tourism in India is reached at its best.e. India‟s travel and tourism industry is one of them most profitable industries in the country. and coordinated government campaigns to promote „Incredible India‟.  Growing intra regional cooperation. The tourism industry in India is substantial and vibrant.  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.5 TOURISM INDUSTRY IN INDIA India‟s tourism industry is experiencing a strong period of growth. 2.  A growing number of Public-Private-Partnerships. domestic tourists are the largest i.Facts & Figures  In India.  Focused marketing and promotion efforts.  Liberalization of air transport.  Growing recognition of tourism‟s contribution to employment and economic growth. This is illustrated by the 16 . 2.figured at 2.

with a 33% increase in foreign exchange earnings recorded in 2004.9 billion. who will often add a weekend break or longer holiday to their trip.11% annually from 2001-2006. and has directly led to an increase in the interest among tourists. Thanks in part to its booming IT and outsourcing industry a growing number of business trips are made by foreigners to India.fact that during 2006. which promoted India‟s culture and tourist attractions in a fresh and memorable way. Disposable income in India has grown by 10. initiating advertising campaigns such as the 'Incredible India' campaign. The campaign helped create a colourful image of India in the minds of consumers all over the world. Economic growth has added millions annually to the ranks of India‟s middle class. four million tourists visited India and spent US $8. and much of that is being spent on travel. The Tourism Ministry has also played an important role in the development of the industry. Several reasons are cited for the growth and prosperity of India‟s travel and tourism industry. Tourist arrivals are projected to increase by over 22% per year through till 2010. 17 . a group that is driving domestic tourism growth. Foreign tourists spend more in India than almost any other country worldwide.

Medical tourist arrivals are expected to reach one million soon. agriculture.The tourism industry has helped growth in other sectors as diverse as horticulture. handicrafts. 18 . A new growth sector is medical tourism. increased tourism in India has created jobs in a variety of related sectors. entertainment sector. hotel industry. The numbers tell the story: almost 20 million people are now working in the India‟s tourism industry. 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. 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. 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). Both directly and indirectly. construction. hospitality and many more. 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.

Sanrachanaa or infrastructure.Sahyog or cooperation (empathy). Suvidha or facilitation(tangibles). Safaai or cleanliness (tangibles) and Surakshaaor security (assurance). Andhra Pradesh Assam Delhi Himachal Pradesh 19 . 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. Soochanaa or information (reliability and responsiveness).

28 million 2009 5.3% and increased in FEE.50730cr Rs.5% in 2009 in spite of economic recession and other adverse factors fortourism.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 . FTAs registered a decline of 3.11 million Earning) Domestic Tourism 563 million 650 million Data show that domestic tourism registered an impressive growth of15. On the contrary. 54960 cr (Foreign Tourist 5. This brings out the importance ofdomestic tourism in the overall tourism development in the country. Punjab Uttarakhand Goa Kerala CURRENT FIGURES OF INDIAN TOURISM 2008 FTA Arrival) FEE (Foreign Exchange Rs. 2.Dal Lake Golden Temple Badrinath Temple Church and Mangueshi Temple Kovalam Beach Jammu and Kashmir Amritsar.

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

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 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.

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 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
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 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. 25 .e.  Diversity of culture i. That it continues to grow efforts must be taken by the Indian government.7 SWOT ANALYSIS OF INDIAN TOURISM Strengths  India‟s geographical location is a culmination of forests. so that the tourism sector can contribute more substantially to the nation‟s GDP. a blend of various civilizations and their traditions.Tourism and its socio-economic benefits to rural areas.  Allowing entry of more multinational companies into the country giving us a global perspective. deserts. The types of tourism in India have grown and this has boosted the Indian economy. 2. and mountains and beaches.

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

• Historical monuments. With 27 . trade fairs etc. Museums. • Growth of E-Tourism. Legal Factors  Issues related to passport and visas 2.9 INTERNATIONAL TOURISM SCENARIO Tourism has emerged as the largest service industry globally in terms of gross revenue as well as foreign exchange earnings. • New transportation methods. • New land bridges. etc. which means that one out of every ten inhabitants of this planet is a tourist. the number of international travellers has risen to more than 500 million per annum. According to the World Tourism Organisation (WTO).• Exhibitions. The present annual global income from tourism (international and domestic) is nearly US$13 trillion. an amount more than the GNP of all countries except the United States. Environment Factors  Pollution.  Clean drinking water and related issues.  Cleanliness of the areas or destination. • India‟s rich history. Technological Factors • Poor facilities at airports and stations.

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

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

2 mn 54.274.4 52.2 28.6 21.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 74.2 50.9 43.5 24.0 25.5 30 .2 23.

“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 local levels to optimise the satisfaction of tourist groups and individuals in view of sustained tourism growth. and Human Resources. owned at local.” 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. “Tourism marketing activities are systematic and co-ordinated efforts extended by National Tourist Organisation and/or tourist enterprises at international. TOURISM MARKETING It is essential that we should consider three aspect while defining tourism marketing. the first generation of profits by tourist organisation. The differences between tourism marketing and other services are- 31 . national and international levels to achieve the optional satisfaction of the needs of identifiable consumer groups and in doing so achieves an appropriate return.3. 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. Krippendorf defines Tourism Marketing as. Operations.” Burkart and Medlick states. regional.

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

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

The formulation of a product mix thus becomes an important task for marketing the tourism services profitably. 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.airline. The development of accommodation facilities by opening new classified and unclassified hotels. since it comprises a place (a holiday destination). comfortable and fast transportation facilities. the taste oriented restaurants are some of the important components of an optimal product mix gravitating due attention of tourist organisations. and sometimes other facilities) and on occasion certain tangible product such as free flight bags or a complementary gifts to encourage booking. hotel room. We can‟t negate that the tourism product is quite complex one. availability of sophisticated communication of facilities at tourist sites and hotels. services (a tour operator‟s package incorporating the temporary use of an airline. road and rail transport • Tour operators • Hotel or resort representative 2. the channelisation of safe. 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 .

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

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

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

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

Therefore marketing experts have been found makingstrong advocacy in favour of treating people as an independent submix of the marketing mix. The various dimensions of tourism promotion are as follows: • Advertising • Publicity • Sales promotions • Word-of-mouth • Personal Selling • Telemarketing • Exhibitions 5. tour operators and travel guides lack world class professional excellence. perfection. and commitment. Any sophisticated technology can‟t deliver goods to the development process without the employee who operating and maintaining these technology. These facts make it clear that technologies need due support of human resources who invent. innovate and develop technologies. It also plays a vital role in quality control.(7) Evaluation---how can the effectiveness of the promotional campaign be determined. and employee moral. People are the centre for Tourism. Of 39 . 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. Every invention and innovation is the result of our dedication. THE PEOPLE Role of people is very important in any service. It is more a human intensive sector. personal selling. For hospitality and guest relations it is very important to focus on people.

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

information regarding lodging. The process in Tourism include. (d) trip planning packages. maps. (c)recollection. (a) trip planning and anticipation. representative of company and so on.This submix also covers all the people behind providing this service such as bus drivers. mechanism and flow of activities by which services are used. it is necessary for the organization which provides services to recognize the critical moments in the entire process which makes the service 41 . The trip planning packages include. attractions enroute and on site. 6. THE PROCESS Procedure. 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.Also the 'Procedure' how the product will reach the end user. hotel manager. (b) travel to the site/area. quality souvenirs and mementoes. which is acceptable to the consumer and the effective to the organization. security person. food. Now to make this definition of process true.

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

It is necessary to understand what is wanted and who is going to buy it. It helps the organisation as well as the prospective buyers of services.3. 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 . and their motives to go there vary. They are heterogeneous. Modern tourism industry uses market segmentation to study opportunities for competitive advantage in the marketplace. 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.2MARKET SEGMENTATION Tourists carry different images of their destinations. and  Identify the prospective tourists according to lifestyles. socioeconomic status. social and economic status and preferences. It is employed to segment the markets generating tourists. It helps an organization to determine buyers or prospective buyers. product design and distribution. and make strategy to tap as many of them as possible. It also helps to segment the prospective tourists on basis of their lifestyles. Market segmentation has big role to play in your marketing strategy. Concept of market segmentation can be used effectively in tourism marketing. Market segmentation is the strategic tool to tap all these groups of tourists. etc. This helps you concentrate on the segment your organization wants to cater. Right segmentation results in reduction of costs. attitudes about travel.

 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 .

City / Town size: e.  Psychographic 45 . urban. secondary. Climate.g. semi-rural. This selection base will have far reaching impact on studying the target market. 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. suburban. of bases for segmentation but the main aspect is lifestyle. opportunity  Geography Geographic segmentation tries to divide markets into different geographical units: these units include: Regions. There are no.It is essential for the tourist organisation to select a suitable variable to segment the market. Countries. population within ranges or above a certain level. Population density: e. Besides. All other variables are as follow Holiday  Demand Primary.g. rural.

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

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

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

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

4. STUDY OF ANDHRA PRADESH 50 .

13%). the second largest coast line in the country. Others (0.75.STUDY OF ANDHRA PRADESH INTRODUCTION The state of Andhra Pradesh is recognized variously-for its legendary dynasties.90%). Andhra Pradesh tourism is known as Koh-i-noor of India.068 sq km Hinduism (89. Christianity (1. Andhra Pradesh tourism is mainly concentrate on the beach tours and religious tours.2 million visitors visit the state every year. Andhra Pradesh attracts the largest number of tourists in India. is a popular destination in Southern India." There are ruins. Temperature 13°C 51 . for its beautiful language. the tag line of AP is “The essence of India". and ports apart from the sacred Tirupati. Many tourists from India and outside India visit this place around the year to visit the beaches. 3. FACTS & FIGURES Area Religion 2. palaces. and hill stations in this state. located on the south-eastern.500 mm Max. Andhra Pradesh. for its most revered temple. rich literature and the vibrant Kuchipudi. Temperature 40°C Min. for its lacquer toys and beautiful weaves. Islam (8. where one can leave one's prayers to be answered.15%) Annual Rainfall 400 mm to 2. Tirupati. temples. museums.82%). Telugu. 1000 years of history and pilgrimage centres of every major religion of India. Andhra Pradesh has often been called the "food bowl of the south. With more than 600 tourist locations.

museums and delectable cuisine that lure tourists. lakes. parks. It is known for its interesting diamond markets. pearls. Urdu October and March The famous places in Andhra Pradesh are:  Hyderabad There are a variety of tourist attractions in Hyderabad. gardens.Capital Languages Best time to visit Hyderabad Telugu. a city with a 400year-old history and a rich blending of cultures. This "city of pearls" has heritage monuments. 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. resorts.

53 .

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.v s  Vijayawada Vijayawada. The city is strategically located in a picturesque spot on the northern bank of river Krishna bounded on three sides by the Indrakiladri Hills.

is now a bustling city of Andhra Pradesh known for its dhurrie-weaving techniques. who dominated the region until the beginning of the 14th century. Ramappa Temple Warangal Fort Hanam konda Khush mahal Ramappa lake And the sites nearby Warangal are. It was the heart of Hindu Kakatiya Kings. 55 . This temple is one of the 12 Jyothirlinga temples in the country. one of the principal cities of South India as described by the 13th Century Venetian traveler Marco Polo.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.  Warangal Warangal.Kondapalli Fort Monuments The Moghalrajapuram caves The city is also famous for its cinema theatres and special south Indian food.

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

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

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

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

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

 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. The APTDC are taking initiative to utilize its tourism capacity and have develop many plans but it need to implement well. 61 .

de/14031/1/MPRA_paper_14031.BIBLOGRAPHY Services Marketing.M.BATTACHARYA      www.C.n www. 62 .co.ub.tourismindustryblog.uni-muenchen.S.pdf www.com/andhra.scribd.tradewinginstitute.JHA  Services Marketing.com mpra.tourism-of-india.com/doc www.

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