AN ANALYTICAL STUDY OF

TOURISTS PERCEPTION AND

SATISFACTION

TOWARDS HOTELS IN AGRA

Presented By:

Hriday Shankar Verma

MBA-I

127614

INTRODUCTION

The hotel industry today has been

recognized as a global industry, with

producers and consumers spread

around the world. The use of hotel

facilities such as: room, restaurant,

bar, nightclub or health club; are no

longer considered a luxury.

Hotel Industry of India

3.4 billion foreigner tourist visited in

2011-12

8475 million foreign exchange

earning.

The hospitality industry in India is a

3.5 trillion dollar service sector within

the global economy

Hotel Industry in Agra

Hotel industry in Agra is highly expanded as it is a tourism city. A large number of travellers across the world come to Agra every day to visit its heritage. Agra has gained fame for some magnificent monuments, especially Taj Mahal. Being one the “Seven Wonders of the World”, Taj Mahal attracts millions of people across the world. That’s why accommodation facilities are extremely good over here. Hotel industry in Agra is very huge and getting accommodation over here is not at all tough.

Significance of the study

This study traces the tourist’s

perception regarding the hospitality

products; and measures the gap

between services expected and

services perceived by tourists visiting

Agra.

OBJECTIVES OF THE STUDY

To make study scientific and systematic the researcher has made following objectives:-

To study the performance of hotels in Agra on the revenue basis.

To identify the gap between tourist perception and satisfaction towards hotels in Agra.

To investigate the problems faced by tourist in Agra.

To suggest an action plan for improvement in hospitality and services quality of hotels in Agra.

RESEARCH METHODOLOGY

The present study is based on primary as well as secondary data. The

primary data has been collected through self structured questionnaire

and interview and by using the SERVQUAL for measuring customers'

perceptions of service quality.

SERVQUAL along the five dimensions as given below:

(1) Reliability- ability to perform the promised service accurately and

dependably;

(2) Responsiveness-willingness to help customers and to provide

prompt service;

(3) Assurance-knowledge and courtesy of employees and their ability

to convey trust and confidence

(4) Empathy-caring and individualized attention to customers.

(5) Attitude- professionalism of employees’ approachability and ease

of contact, effective communication.

RESEARCH DESIGN Primary data will be collected though self structured

questionnaire and interview of the hotel representatives and tourists of Agra.

To collect primary data the following research design used by researcher.

Parameters Components

Geographical Area Agra

Sample area Hotels in Fathehabad road Agra

Sample PopulationTourist 50(Foreigners 25+Indian25) +5Hotels

Sample Type Convenient Sampling

Research Method Survey Method

Research tool SERVQUAL( service quality measurement tool)

Time Period 4 months

Secondary data will be collected through journal, government-reports, magazines, internet websites, and

ANALYSIS: There is a sample of 50 tourists in which 25 tourists are

Indians and 25 are foreigners.

Interpretation-

The graph depicts that out of 50 tourists, 40% belong to owner/private business, 28% are students, 20% are employee and govt. officers are only 12%.

Occupation

Government

officer

12%

Employee

20%

Owner/

Private

business

40%

Student

28%

Other

0%

Other

0%

Motive of your trip to a particular hotel

Interpretation-

The above results depicts that 60% trip to this hotel for their personnel and 24% for their leisure and the rest 16% for their official purpose.

Motive of your trip

Personnel

60%

Official

16%

Leisure

24%

What is the reason to choose a particular hotel?

Interpretation-

The above graph shows that 44% tourists choose hotel which is on the convenient location, 24% tourists due to excellent service, 20% choose this hotel for reasonable rate, 4% because of company contract with hotel and 8% tourists choose this hotel because of other reason like overall good etc.

Reason to choose hotel

Excellent

service

24%

Company

contract with

hotel

4%

Reasonable rate

20%

Other

8%

Convenient

location

44%

How many times you have stayed at a particular

hotel in the past years?

Interpretation-

The results depicts that 76% tourists have stayed less

than five times at one hotel and 24% tourists have

stayed more than five times at same hotel in the past

years because they satisfied with the hotel services .

Stayed at this hotel in the past years

Less than five

times

76%

More than five

times

24%

II) ANALYSIS OF TOURISTS

SATISFACTION IN HOTELS OF AGRA

TOURISTS SATISFACTION

CONCERNING RELIABILITY

RELIABILITY

4.48

4.12

3.884.08

4.284.08 4.08

4.2

3.43.63.8

44.24.44.6

Keep

promises

Interest in

solving

problem

Dependable

in handling

Provide

service they

promise

Level of Expectation

Level of Perception

TOURISTS SATISFACTION

CONCERNING RESPONSIVENESS

RESPONSIVENESS

4.36

44.12 4.12

4.324.4

4.08

4.48

3.73.83.9

44.14.24.34.44.54.6

Tell when

service is

performed

Prompt

service

Quickly

correct

mistakes

Never busy

to respond

Level of Expectation

Level of Perception

S.W.O.T ANALYSIS OF HOTEL

INDUSTRYStrengths

· A very wide variety of hotels is present in the country that can fulfill the demand of the tourists.

· There are international players in the market such as Taj and Oberoi & International Chains.

· Manpower costs in the Indian hotel industry is one of the lowest in the world.

· India offers a readymade tourist destination with the resources it has. Thus the magnet to pull customers already exists and has potential grow.

Weaknesses

Less availability.

• Only 1,50,000 hotel rooms

• Less accessibility.

• Deviation of services.

Opportunities

• Adding 60000 rooms.

• Approved 300 hotel projects.

• Unique experience in heritage hotels.

International airport project.

Threats

· Guest houses replace the hotels. This is

a growing trend in the west and is now

catching up in India also, thus diverting

the hotel traffic.

· Political turbulence in the area reduces

tourist traffic and thus the business of

the hotels. In India examples of the

same are Insurgency in Jammu Kashmir

and the Kargil war.

FINDINGS OF THE STUDY

40% tourist belong to business.

44% tourist choose this hotel on

convenient.

24% due to excellent service.

84% respondent will to recommend

this hotel to their family.

16% respondent are not satisfied hotel

services.

CONCLUSIONThis study focused further on the gap between tourists expectation and their perception of the hotels service quality. The results showed that the three dimensions of SERVQUAL (Reliability, Responsiveness and Attitude) yielding a positive gap. Hence tourists are satisfied with these three dimensions of service quality. But two other dimensions of SERVQUAL (Empathy and Assurance) are not satisfied the tourists.

Suggestions

Creation of small shopping cum

cultural fests in April-May.

Small cultural events in April-June.

Special light and sound shows during

that period on specific days across the

monuments (once a week)

Small exhibitions at the monuments

itself to showcase the past of the city

with interesting anecdotes.

Providing free drinking water along with

tickets.

Arrangement of umbrellas on a returnable

basis.

Putting matting on the main monument floors

to. save the feet of tourists from scalding.

First aid arrangement for heat stroke.

Arrangement of appropriate shade to

minimize. direct exposure to sun as far as

possible.

REFERENCES

Andrews (2007): “Introduction to Tourism and Hospitality Industry”, Tata McGraw Hill, New York, USA.

Batra G. S (1998): “Tourism Promotion in India: Strategic Issues”, Tourism Towards 21st Century, Deep and Deep Publication, New Delhi, India

Caprihan Vijai (2001): “Changing Consumer Expectations – Organisational Changes – Insight and Solutions, Excel Books, New Delhi, India.

Dixit, M and C. Sheela (2001): “Tourism Products”, New Royal Book Company, Lucknow, India.

Gowri Shankar K (2009): “Indian Hospitality Industry: Emerging Issues, Opportunities and Challenges”, ICFAIPublishers, Hyderabad, India.

Gupta I.C. and Kasbekar Sushma (1995): “Tourism Products of India”, Indore Publication House, Indore, India.

THANK YOU