Download - Project Report Tourism
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AN
IN DEPTH STUDY
OF
TOURISM INDUSTRY
PRESENTED TO:
MR PRANAV YADAY IV SEMESTER - 520429452
DISTANCE EDUCATION
SIKKIM MAINPAL UNIVERSITY.
5TH MILE, TADONG, GANGTOK - 7371!
IN PARTIAL FULFILLMENT OF THE RE"UIREMENTS
FOR THE #MANAGEMENT RESEARCH PRO$ECT% COURSE IN THE
MASTER OF &USINESS ADMINISTRATION PROGRAMME
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PREFACE
Today a stiff competition is seen in the economy, Now, the Present
scenario of the business world is quite different from the past. Ethics, Conflicts,
new ideologies, new ideologies, energy scarcities and crazy dogmas are just.
The few of the characteristics that mae the present quite different from the
past.
!n order to cope up in the e"er#changing en"ironment, the nowledge of
all business worlds is a need today. $.%.&. programs and management
institution pro"ide a global manager to this modern business world. %ut only
nowledge is not enough for the business %ut successful implementation of the
now s the ey to success.
'ence in order to get acquainted with the practical nowledge eachstudent is required to implement the theoretical aspects of the subject in to the
practical life wor.
&fter a lot of brain storming we decided tourism industry as a title of
project. (e decided to wor on this title.
(e referred so many magazines, wed sites, boos and newspapers for.
The study purpose. This project will be fruitful for us in the future also. (e are
presenting this report, which comprise of secondary data and to out best
nowledge it is true and fair.
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ACKNO'LEDGEMENT
!t would really difficult for me to complete the project without find co#
)peration of certain people. !n other words are so many e*ternal who directly
help me in our project.
+irst of all we are grateful to $r. aianthan -ir who guided us regarding
the project contents and issues related to it. +urther we are "ery grateful to $r.
ajesh /anatra who pro"ided their "aluable guidance to us regarding the
project.
(e are also "ery grateful to out friends, who helped us and guided us
egarding the sources of information related to particular industry (e are also
"ery grateful to my concern 01i"ine %irds 2 $aninagar3 staff especially
librarian, (ho helped us and consider our con"enience and gi"e priority to us.
(e are also "ery grateful to the librarian of &$& who guided us
regarding the sources of information.
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E(ECUTIVE SUMMARY
Tourism !ndustry is one of the fastest growing industry in the world with
an a"erage /1P of 44.56. Changing lifestyle of the people because of a sudden
increase in their income le"els accredited to the opening up of the economy and
$ultinational Corporation has led to the steep growth of tourism industry in
!ndia. Tourist7s attention is shifting from established destinations such as
European countries to emerging destination such as &sia#pacific countries.
Tra"el barriers ha"e been broen and there is a flow of free trade. Tourism has
become multiple acti"ates focused with the integration of shopping and
recreation, entertainment and education and culture and meeting8business center
de"elopment.
!ndia 2 a subcontinent sprawling se"eral hundred ilometers, with
population o"er nine hundred million, is undoubtedly the largest democracy in
the world with a thousand year old ci"ilization. T)* +*/0 +2*4 6089 0 0)* 24 *464 I62 &*26; 4/) 4;)0 0* 0240
*4026026.
The !ndian Tourism industry comprise go"ernment of !ndia, tour
operators, tour agents, hotels !ndian Tourism de"elopment corporation etc.
further, the project categorizes tourism industry as follows9 H82< 024=,A*60* 024=, P28;2=;* 024= 6 E/ > 024=, *0/.
!n !ndia there are many tourist destinations, which are not mareted
properly. -o in this project we ha"e con"ersed about the important of
M9*026; M2?in the !ndian Tourism !ndustry, which consist of Product $i*,
Promotion $i*, Price $i*, Place and people.
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Tourism !ndustry is deeply affected by the 4/28, 0*/)68;2/8,
*/6=2/ /04.&ll these factors ha"e been gi"en their due credit in the
project. Economy being the bloodline of any country has been de"oted a major
chun in the study of these factors followed by social and technological factors.
/o"ernment policies pro"ide a basic framewor, which minds and controls
e"ery industry. Therefore, it has to be studied so that not a single factor remains
untouched.
+or the de"elopment of any industry the basic infrastructure facilities are
"ery important. !ndian railway is the world7s largest networ under a single
management. The railway is one of the facilities required for tourism besides
a"iation, telecommunications and accommodation.
Tour operators and tra"el agents perform the role of a liaison and a
catalyst too in this industry without whom it is "ery difficult to operate.
P=0268 /02202*4play an important role in the de"elopment of any
acti"ity. !nternational road shows, conferences, tourism awareness programs,
sporting e"ents, media it, etc. ha"e contributed a lot in promoting !ndian
tourism. The project also gi"es a brief about the promotional measures.
&s we now that tourism industry of !ndia is growing at a "ery fast paceso in this we ha"e +*/0 84 *84 @20) 0)* /*60 4/*62 6 0)*
/)88*6;*4 /* < 0)* 024= 2640< I62.
The tourism industry is also */0* < 0)* 6;26; @ *0@**6 USA
6 IB.!f this war continues for the longer time the tourist would not tra"el
in the European countries.
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& few suggestions about de"elopment of tourism in !ndia ha"e been
maret in the project such as planning, organizational structure, business
process reengineering, information systems, operations management, mareting
strategy formulation, en"ironmental impact assessment and project
management.
%esides tourism industry as a whole a study has been made about
Tourism Corporation of /ujarat :imited. &n o"er"iew of the organization and
its policies and abo"e all an attempt has been made to perform a -()T analysis
for both the industry at the macro le"el as well as for the origination at the end
of the project study.
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RESEARCH O&$ECTIVES
T)* */02* *)26 6*0926; 0)24 +*/0 24:
; To ha"e nowledge about the $areting of the Tourism industry in !ndia.
; To pro"ide an outloo both the people already in the industry as well as
for any entrepreneur who wants to enter the industry.
; To ha"e an in# depth nowledge about the woring of the tourism
industry in !ndia
; To identify the specific problems a tourism industry is facing.
; To study the impact of the tourism industry on the local economy and to
establish benchmars for the industry to realize its full economic
potentials.
SOURCES OF DATA COLLECTION
S*/6< D0 C88*/026
S*/6< 0 @288 * 026* = 4/*4 829*:
4. /CC!
. $agazines?. @ournals
5. Newspapers
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CONTENT
Certificate
Preface
&cnowledgement
E*ecuti"e -ummary
esearch $ethodology
SR. NO. PARTICULAR PAGE NO.1. D*262026 0 T24= I640< 1
4.4 Tourism 4
4.< (ho is a Tourist 4
4.= 1efinitions followed in !ndian and across the world =
4.> !nternational definitions ?
!. H240< T24= I640< 7
3. A6 I640< *2*@ 1!
=.4 Challenges faced by the /lobal Tourism !ndustry 4=
. F*0*4 T24= I640< 155. T24= 26 A42 1
?.4 Tourism /rowth factors 4A
?.< Economic /rowth 4A
?.= !ncrease in !ncome and :eisure time :iberalizations of &ir transport
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A.> 1estination ?
A.? $anagement of &irport ?
A.5 &irlines ?A
A.B ail and oad and Transportation ?A
A. 'otels ?AA.A esort epresentati"es 54
A.4 'otels 54
1. S'OT A68
4.= )pportunities 5?
4.> Threats 55
11. PEST A68 Technological A=
1!. P0*%4 F2* F/* A68.4 !ncorporation and Commencement of %usiness 444>.< -hare Capital 44
4>.= %usiness of the Company 44
4>.> Types of +inancial &ssistance for Tourism Projects 44A
4>.? Norms of &ssistance 4.5 Technological En"ironment 4.B Norms for &utomatic &ppro"al of foreign 1irect
!n"estment
4
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15. &;*0 I=+/0 6 T24= 1!
4?.4 !mpact on 'otels 4=
4?.< !mpact on &irlines 4=4
4?.= !mpact on ailway %udget on Tourism 4==
45. Challenges faced by Tourism !ndustry 4=545.4 'urdles to /rowth 4=5
45.< !nfrastructure 4=B
45.= Tourist +acilitation and security 4>4
17. I=+/0 '4 1!
1. R*/==*60264 1
1. G0 T24= 15!
4A.4 !ntroduction 4?4A.> $areting 4?>
4A.? $ajor de"elopments 4??
4A.5 )bjecti"es 4?B
4A.B Proposed approach and strategy 4?
4A. Planning for tourism de"elopment 4?A
4A.A 'uman resource de"elopment 45=
4A.4 -()T &nalysis 2 /ujarat Tourism 45>
4A.44 Gey -uccess +actors 45?
%ibliography&nne*ure
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1. DEFINITIONS OF TOURISM INDUSTRY
1.1 T24=
Tourism is the totality of the relationship and phenomenon arising from
the tra"el and stay of strangers, pro"ided the stay does not imply the
establishment of permanent residence and is not concerned with the
remunerated acti"ities.
1.! ') 24 T240
%efore we precede any further we need to define a tourist for our study.
The most suitable definition we came across is gi"en by the Dnited Nations.
This definition is generally followed by all the countries in compiling their
tourist statistics and is not based on moti"ation but on an economic concept.
H& Tourist is a temporary "isitor to a country other than the one in which
he usually resides for any reason other than following an occupationremunerated within the country "isited.H !t is further elaborated that the
temporary period should not be less hours. There is considerable cross
border day traffic amongst many groups of neighboring countries. -uch "isitors
are defined as E*cursionists. )n the abo"e lines it has been argued that if
pleasure and recreation ha"e become the main moti"ation of present day
tourism then why should "isitors who whose main purpose is to conductbusiness, attend a conference or see relati"es and friends be considered as
tourists I The answer is that a "isitor to a conference or one who has come for a
business purpose in his spare time also beha"es lie a Jpleasure4 tourist. 'e goes
on sightseeing and shopping trips, "isits clubs and bars, and so on. The
determining factor is whether the "isit is being paid for in foreign currency or
from within the country.
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The abo"e definition can be "astly different from what we generally
percei"e. 'owe"er, when the facts and the figure are calculated as to the
number of people "isiting a country, the abo"e definition is taen into
consideration.
')2/) 0
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I6 ;*6*8 0240 *:
; Persons tra"eling for pleasure, health and domestic reason.
; Persons arri"ing in the course of sea cruise.
; Persons tra"eling for business purpose.
; Persons tra"eling for con"ention.
1.3 D*2620264 88@* 26 I62 6 /44 0)* @8
I60*60268 V2420
&n international "isitor is any person "isiting the country on a foreign passport
and the main purpose of "isit is other than e*ercise of an acti"ity remunerated
from within the country or establishment of residence in the country. This
definition co"ers two segments of "isitors Jtourist and same day "isitorsJ.
F*2;6 T240
& foreign tourist is a person "isiting !ndia on a foreign passport, staying atleast hours in the country, the purpose of whose journey can be classified under
on of the following headings.
; :eisure
; %usiness, family, meeting.
1. I60*60268 *2620264
F=4 T24=
D=*402/ T24=9 !n"ol"es resident of a gi"en country tra"eling only
within this country.
I66 T24=: !n"ol"ing non# resident tra"eling in the gi"en
country.
O06 024=: !n"ol"ing resident tra"eling in another country.
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!nternal tourism, which comprises domestic tourism and inbound tourism.
National tourism which comprises demonstration outbound tourism.
!nternational tourism, which consist of inbound tourism and outbound
tourism.
&42/ T24= 6204
&ll types of tra"elers engaged in tourism are described as "isitors.
Therefore the term "isitor represents the basic concept for the whole system of
tourism statistics.
T*8*4
; isitors
; )ther tra"elers
&lso tourist are o"ernight "isitors while the rest are same day "isitors.
I60*60268 24204
+or statistical purpose the term international "isitor describes any person
who tra"els to a country other than that in which he or she has usual residence
but outside his 8 her usual en"ironment for a period not e*ceeding 4< months
and whose main purpose of "isit is other than e*ercise of any acti"ity
remunerated from within the country "isited.
!. H240< T24= I640#B? to s. 44 crores in 4AAB at current
prices. Tra"el M Tourism is the third largest foreign e*change earner in the
country ne*t to /erms M @ewellery and Te*tile and /arments. !f one were to
ignore its negligible import content, tourism would ran e"en higher than the
other two in terms of net foreign e*change earnings.
. E=+8
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5.1 T24= G@0) F/04
& Number of factors are responsible for the rapid growth a de"elopment
of the tourism industry in the &sian region. These include the strong economic
growth, increase in income breadown of political, barriers, easing of tra"el
restrictions, liberalization of air transport, and focused mareting campaigns.
These factors are e*pected to accelerate the growth of tourism o"er the ne*t
decade.
?.< E/6=2/ G@0)
The rapid growth for the tourism industry is a reflection of the regionJs
booming and di"ersified economies. Economic growth has ranged between an
a"erage of 56 to A6 in the last decade, in contract to =6 to >6 growth
achie"ed by the rest of the world. )nly the industrialized countries of &ustralia,
@apan, and New Oealand show a lower rate of growth than the rest of the region.
China, which has achie"ed double#digit growth o"er the last ? years, is poised
to become one of the worldJs largest economies and surpass @apan in the ne*tdecade. The region is e*pected to maintain its growth at a rate between 56 to
6 o"er the ne*t decade 0!$+
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pro"ide ample mareting opportunities for tra"el#related business.
?.= I6/*4* 26 I6/=* 6 L*24* T2=*
&s a result of strong economic growth, disposable incomes ha"e soared in
&sian countries and along with it, the propensity to tra"el. :eisure
consciousness has been enhanced with tra"el no longer seen as a lu*ury. !n fact,
it is now seen as an affordable commodity to be enjoyed by all who choose to
engage in a "ariety of leisurely pursuits. -ome &sians may see tra"el as a status
symbol, while others see it as relief from the pressures of wor. The
introduction of a ?#day worwee in China will pro"ide Chinese residents with
more leisure time that will liely be de"oted to tra"el. & number of &sian
countries ha"e recorded significant growth in real per capita income o"er the
last year with -ingapore 0B.=63 Thailand 05.63, China 04.=63, ?. Gorea
05.B63, and !ndonesia 0B.463, -howing the highest growth 0!$+ L2*82026 A2 T64+0
Traditionally, &sian countries ha"e safeguarded their national flag
carriers to protect them from foreign competition. 'owe"er, the situation is
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changing as go"ernments realize that such restricti"e policies are
counterproducti"e to tourism. -ingapore and Taiwan ha"e already signed open
sies agreements with the Dnited states and similar agreements are e*pected
between the D.-. and $alaysia, -. Gorea and New Oealand. :iberalization of
air transport will only ser"e to enhance trade and tourism growth in the region.
!t will to lead to more multilateral open sies agreement between countries.
!n other parts of the region, Thailand and $iddle#East are showing more
tourism growth as a result of liberalized internal a"iation policies. !ndonesia, the
Philippines and south Gorea ha"e followed suit with similar a"iation policies.
!ndonesiaJs limited open sies policy in"ites foreign airlines to fly to new
international destinations and participate in code sharing agreements with
!ndonesian airlines.
?.? F0* O089
The &sian region will still maintain its status as the fastest growing
region in the world and most forecasts point to the regionJs healthy long#termsprospects. The (T)J- 04AA53 forecast re"eals the region emerging as the
worldJs number two region behind Europe in
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-trong Economic growth will continue to increase disposable incomes
and stimulate the desire to tra"el. This will increase the demand for air tra"el,
which is e*pected to grow at an annual rate of .56 till
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that we want to catch up on the opportunities that ha"e been denied to us. The
emphasis on setting up manufacturing industries in the post independence area
was natural. Nehru called such factories and dams the new temples of !ndia. &s
any economy matures, in the process of de"elopment, it maes a transition from
agriculture to manufacturing and from manufacturing to ser"ices. !n different
stages of economic growth, the relati"e importance of these sectors changes in
terms of employing people and their relati"e contribution to /1P. (ithin the
&sia#Pacific region the !ndian sub#continent is well poised to tae ad"antage of
the boom in the tourism sector.
The tourism industry is undergoing a sea change with the re"olutions in
communication and information technology. E"erybody inn the tourism
industry will ha"e to change and redisco"er its place in newly defined "alue
chain. The role and the ser"ice offerings will undergo a big change in the
present cyber world. The
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billion. &ccording to P&T& 0Pacific &sia#Tra"el3 Tourism directly or indirectly
dri"es more than 46 of the worldsJ employment today.
-ignificant policy initiati"es, such as welcoming of pri"ate sector, foreign
and N! in"estments, setting up to The Tourism +inance Corporation of !ndia
0T+C! renders financial assistance M caters to a "ariety of in"estors needs3 and
!n"estment facilitation cell 0&cts as a nodal &gency that interacts between the
in"estor, the state go"ernments, the premier financial bodies M the rele"ant
ministries3 ha"e been tae by the go"ernment.
T)* P/9;*
To an international tourist what does !ndia offerI !n this segment we see
the attracti"eness of !ndia as a tourist destination. !ndia is one of the oldest
young countries. !t is a ? years young democracy but it has seen the rise and
fall of ci"ilizations since time immemorial. !ndia has the ruins of the !ndus
alley Ci"ilization at $ohenjodaro and 'arapa, which spea of the early
settlement of man. Through time, "arious cultures ha"e thri"ed on this land andha"e left some mar behind to say they were here. -ome of the e*amples are the
Taj#$ahal a dream in marble, the sun temple at Gonar, the 'a"a $ahal at
@aipur, the :ae Palace at Ddaipur, the &janta M Ellora ca"es, the list is
unending. !ndia is not all about past, there are brilliant e*amples of modern
architecture lie the :outs Temple at 1elhi. Nature has also endowed this land
abundantly. !t is one of the few countries, which has such a "aried topography.+rom the beaches in Gerala in the south toJ the snow capped mountains of
'imalayas ! the north, the golden desert in the west to the mangro"es in the east
there area a few natural sites, which a "isitor will not find here. !ndia also forms
a lin between the East and the (est. This has "isitor will find here. !ndia also
forms a lin between the East and the (est. This has pro"ided it with a foreign
fla"our. & perfect e*ample of this is /oa where the
Portuguese fragrance is still there in the air. Therefore, what we ha"e here
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is what a tourist wants, but the statistics show differently. !ndia has only .?46
of the international tourist traffic coming in. The non tourist countries lie
$alaysia and !ndonesia get much more tourists than !ndia +urther, we see what
is the status of tourism in !ndia.
!ndiaJs amazing di"ersity offers you e"erything you could e"er want in a
holiday. +rom the moment that you set foot in !ndia to be greeted by graceful
name namaste, a gesture that denotes both welcome and respect, you are on the
way to one of the most rewarding e*periences of your life. %ounded by the
majestic 'imalayan ranges in the north and edged by a spectacular coast line
surrounded by three seas, !ndia is a "i"id aleidoscope of landscapes,
magnificent historical sites and royal cities, golden beaches, misty mountain
retreats, colorful people, rich cultures and festi"ities.
&t any part of the year !ndia can offer a dazzling array of destinations and
e*periences. !n summer, when the subcontinent is sizzling there are spectacular
retreats amidst the heady beauty of the 'imalayas or the lush heights of the
(estern /hats with cool treing trails, tall peas to conquer or stretches ofwhite water for the ad"enture seeers.
!n the cool of an !ndian winter, cities come ali"e with cultural feasts of
music and dance. Then balmy weather is an ideal time for one to go century
hopping in romantic cities studded with medie"al forts and places.
)ne can taste the delights of the !ndian monsoon anywhere in the
country#on a camel safari in the ajasthan desert when nature comes ali"e andthe peacocs dance along the west coast where the relentless slanting rain
paints the countryside in brilliant greens or e"en treing amidst the start
grandeur of mountain "alleys lying in the rain shadow of the 'imalayas.
E*perience e*otic !ndia # li"e lie a maharaja in the rich ambiance of royal forts
and places that are now heritage hotels lu*uriate in the serene beauty of a coral
island with its turquoise lagoon participate in the e*uberance of a "illage fair or
a colorful festi"al day dream on a house boat drifting down the palm #fringed
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bacwaters delight in the grace of a dancer or shop till you drop # buying
e*quisite sils, car"ed figurines, brass and sil"er ware, marble inlaid with
semi#precious stones, finely crafted jewelry, miniature paintings, carpets ....at
unbelie"able prices. !ndia, always warm and in"iting, is a place of infinite
"ariety # one that fa"ors tourists with different facet of its fascination e"ery time
they come on a "isit.
The subcontinent of !ndia lies in south &sian, between Paistan, China
and Nepal. To the north it is bordered by the worldJs highest mountain chain,
where foothill "alleys co"er the northernmost of the countryJs
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=,
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)f course, it was in the early 4A?s that the /o"ernment of !ndia decided
to promote tourism industry but in had no clear objecti"es in was necessary to
reorient the mareting projects and rationalize the locations of the tourist offices
abroad eeping in "iew the maret conditions and potentials. !n order to cater to
the needs of professionally sound manpower for tourism mareting, the !ndian
!nstitute of tourism and Tra"el $anagement was de"eloped as model instate.
!n "iew of the abo"e, it is right to mention that di"ersification of tourism
from the traditional sight seeing to the more rapidly growing holiday tourism
maret within the framewor of the countryJs milieu is need of the hour. The
policy planners, the tourist organizations, the domestic and global agencies are
required to realize gra"ity of the situation to capitalize on the opportunities
optimally. This requires a basic change in the product de"elopment strategy
"isa#"ersa the inno"ati"e promotional efforts to project a positi"e image.
The beginning of the decade 4AAs opened new areas for thede"elopment of tourism in the !ndian perspecti"e. This necessitated
de"elopment of infrastructure facilities lie transportation, communication,
accommodation or so. !n addition, this also required use of sophisticated
information technologies by the tourist generating organizations so as to
impro"e the quality of ser"ice at deferent points. !n addition to the planning and
de"elopment of tourism products, the promotional strategies thus require dueattention of professionals.
The creati"ity in messages, campaigns and appeals, which probably could
not get due weighted to the beha"ioral profile of users. (e canJt deny the fact
that till now the tourist organizations ha"e de"alued the instrumentality of
beha"ioral studies and therefore were supposed to do it on a priority basis. The
emerging trends in the business en"ironment mae it essential that world class
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increasing the "alue of land. The flow of dollars can flow bac into
conser"ation and mae it pay for itself. Today conser"ationists, economists and
tourists alie ha"e awaened to the realization that you canJt sa"e nature at the
e*pense of local people. They are the traditional and time honored custodians of
the land and are most liely to lose from conser"ation and should be con"inced
that they are the beneficiaries and partners in conser"ation rather than enemies
of it.
/o"ernment and non#go"ernment agencies are waing up to the need to
wor closely issued guidelines under which all tourism project in hills and
forests ha"e to get en"ironmental clearance. & recent e*ample of such close
monitoring is the ban on construction acti"ity within ? meters of high tide
line on the coasts.
The (T) in its projections for the year
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B.< H*20;* 024=
This is a new ind of tourism that has come up in recent times. The
concepts of 'eritage tourism came up to aid M facilitate the curious guests
attempts to get to now !ndiaJs great traditions. !t was realized that the historic
homes could be maintained only with their appropriate reuse. The large Palaces
of $aharajas set the trend by becoming fi"e star hotels. The main charm is the
indi"idual attention M personalized ser"ices. The ambience is perfectly reflected
through sepia photographs M family memorabilia. +amilies in residence for
countries now welcome you to their homes as guests. The homes are
modernized to meet the needs of todayJs international tra"eler, with adjoining
bathrooms, running hot M cold water, modern plumbing, e"en perhaps a
swimming pool. This ind of tourism was de"eloped mostly for the
international tourist who wanted to get the feel of traditional !ndia.
B.= A*60* 024= 6 H82< 024=
!ndiaJs "ast geographical di"ersity pro"ides a "ast potential for ad"enturetourism. &ll tastes are catered to and there is something for e"eryone. +rom the
gentlest to the fast placed, for the beginners to the e*perts. %esides this the
prices here are lower as compared to international standards.
Tra"el agents and tour operators "ery often specialize in certain fields,
offering pacage deals for groups as well as indi"iduals. $ountaineering,
treing and roc climbing, ballooning and hang gliding, camel tres and desertsafaris, white water rafting and ri"er e*ploration are some of the e*citing
possibilities. &part from this there are sports lie siing, scuba di"ing and
underwater coral "iewing, angling, wild life and bird watching, golf, tennis,
badminton, plol, swimming and motor rallies amongst other sports.
+or the tourist in search of sun, sea and surf, there are beach resorts on
the western and eastern coasts.
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M6026**26;
-caling the 'imalayan Peas # the greatest ad"enture of all. The mighty
mountains stretching across the northern borders of !ndia ha"e hundreds of
peas, many yet unsealed and in"iting the intrepid mountaineer. The states of
@ammu and Gashmir, 'imachal Pradesh, Dttar Pradesh and -iim offer bases
for mountaineering e*peditions.
There are agents who can mae all the arrangements for groups or
indi"iduals including food, porters, camping equipment, etc. The best season for
mountaineering is from $ay to )ctober and si* months notices are required to
boo a pea.
T*9926;
The spectacular 'imalayas are the abode of snow and e"oe unmatched
feelings of re"erence and e*citement and offer wonderful be"y of treing
routes. Peninsular !ndia offers natural beauty of another ind for treing. The
(estern /hats, the &ra"alli 'ills, the -aputara range and the Nilgiri mountainsha"e a rich heritage of flora and fauna, each with a special lure of its own. Tres
can be taen along the remote areas or the route pilgrims ha"e treed year to
remote shrines in the mountains.
The season for treing is &pril to @une and -eptember to No"ember with
regional "ariations. No system of permits e*ists in !ndia but treers should not
enter any restricted areas.
R/9 C82=26;
Especially Popular in the foothills of the 'imalayas where"er there are
rocs and hills, stiff climbs and sheer mountainsides # roc climbing is a
popular sport.
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&88626;
!n its infancy this sport is a"ailable only !n 1elhi. The %allon Club of
!ndia at 1elhiJs -afdarjung &irports is the &irport is the taeoff point and has its
headquarters within the comple*.
H6; G8226;
ecently introduced in !ndian 'ang /liding is a"ailable at Pune, 1e"lali,
$umbai, New 1elhi, Chandigarh, -himla and %angalore. Gangra and Gasauli
are de"eloped as major hang#gliding centre.
C=*8 T*94 6 D*4*0 S24
The great !ndian That 1esert pro"ides the scene for e*ploring the old
desert routes on camel bac or for the less intrepid in camel carts. @eep tours can
be taen o"er remote desert tracs that are rarely taen by tourists. @odhpur,
@aisalmer and %ianer are the starting points for such tours with stops at
"illages7 en rote.
'260* '0* R026; 6 R2* R6626;
The mighty !ndian ri"ers tumble and crash through the mountains to form
white water rapids and terraced cascades. This is a paradise for the white water
sportsmen. :adah and Oansar "alley in Gashmir, :ahul "alley, the /arhwal
'ills and -iim are some popular areas. The !ndus, Oansar, /anges, a"i,%eas, Chenab and Teesta are ri"ers with both rough and clam waters for both
beginners and e*perts. These ri"ers and e*cellent for canoeing and ayaing.
'260* S+04
/ulmarg in Gashmir is !ndiaJs most popular and de"eloped si resort with
most modern equipment. There is an institute of siing and mountaineering,
which offers training courses. The /ulmarg #Ghilanmarg route is a great
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e*perience for si mountaineering enthusiasts. Gufri also offers siing. &long
the ohtang pass, siing is possible in summer also. -himla offers ice#sating,
figure sating and speed sating.
M0 R882*4
Through out the year many rallies are held whose dates can be obtained
from the nearest tourist office. The 'imalayan car rally attracts international
participation and goes through the mountains of 'imachal Pradesh and Dttar
Pradesh.
&*/) R*404
The e*tensi"e coastline of !ndia has e*cellent "irgin beaches unspoilt as
yet by man. The best#de"eloped beach resorts are at /la, Go"alam and
$ahabalipuram. E*cellent water sport facilities are a"ailable at these three
centers. There are other resorts in smaller cities along the coast of !ndia.
'2882* T24=
The !ndian subcontinent pro"ides "ast "ariations in geography and
climate, which results in di"ersity in habitats and wildlife. The 'imalayas offer
a wide spectrum of landscapes and wildlife. Tropical forests in its eastern
e*tremity contrast with pine and coniferous woodlands of western 'imalayas.
Natural co"er "aries with altitudes and these e"ergreen forests are bounded withhigh alpine meadows nearer the snowline and temperate forests of short stout
trees in the lower ele"ations. !n the foothills are the deciduous trees, with
shrubs, bamboos, fern and grass. The northern plains, the course of holy ri"ers,
the great Thar 1esert and the -undarbans, the marshy swamplands, the
"olcanic roc of the deccan plateau all pro"ide fascinating habitats that sustain
o"er =? species of mammals,
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national pars and >>4 sanctuaries dotted around the country. (hile some are
inaccessible others ha"e e*cellent facilities for the "isitors. The thrill of spotting
herds of wild elephants, deer, a rhino or e"en a tiger in its natural en"ironment
is "ery difficult to match.
&)240 /2/20 6 P28;2=;* 024=
Pilgrimage tourism is a major segment that contributes to the growth of
employment and local economic de"elopment. The National &ction Plan
announced in the parliament in 4AA4 recognized pilgrimage tourism for the
first time in the country. Temples and tourism go hand in hand and with the
increase in the number of temples the tourism industry also grew. Today more
than ?6 of the A.< million domestic tourists tra"el to "isit "arious places of
worship starting from the /anges to ameshwaram and aishnode"i to
alaninil !n 4AA more than A? :ah people assembled at the Gumbh $ela,
the largest and the last of its ind in the
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parliamentary standing committee on transport and tourism had recently pointed
our that although during &pril#1ecember 4AAA, the estimated foreign e*change
earning was s. ,4B.A4 crores, for the last three financial years, the Plan
outlay for tourism has been more or less equal to the cost of one fighter plane.
!mpossible, to judge a company by its web site. Therefore, other 0no legal3
measures must also be taen to boost customer confidence in online shopping.
The D. G. /o"ernment is trying to promote the ideas of Je#hallmarsJH which
will guarantee that its users are legitimate traders offering assurances on
security of payments and communication and gi"ing information on goods,
prices and a return policy. & new body 2trust DG# will be set up to accredit c#
commerce codes and there are plans to maret the e#ballmar internationally
howe"er many business organization opposes the idea, wanting instead to rely
on self#regulation without go"ernment inter"ention.
Poor e*ample, &%T& aims to clamp down on internet sales by creating
regulations for online tra"el transactions. !t plans to publish a single re"ised
code of conduct for agents and operators in $ay
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The Tourism industryJs foreign e*change earning in !ndia are around L=.6
of global tourist traffic3, there are se"eral distinguishing features that wouldhelp in achie"ing its goal. -ome of these are gi"en below.
; The rate of growth in tourist traffic to !ndia has been greater than the
global a"erage.
; The a"erage duration of stay of foreign tourist in !ndia is one of the
highest in the world .)n an a"erage, it e*ceeds days
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; !n the case of pacage tourist.
; The major share of the international "isitors emanates from (est ,
Europe and North &merica,
; The tourist on pacage tours spend nearly 5? percent of their e*penditure
on shopping.
; There is high degree of seasonality in the foreign tourist traffic.
; The hotels and tourist related industry has been declared as a H'igh
PriorityH for 1e"elopment.
The confederation of !ndian !ndustry 0C!!3 e*pressed concern o"er the
high ta*es le"ied on the !ndian tourism industry and poor access to tourism
destination. This, according to the press release, is stifling growth in the sector.
C!! points out that the (orld Tra"el and Tourism Council has obser"ed that
Hta* paid by Tourist in !ndia is the highest in the world. !ndian hotels charge
about >6 ta*es compared to other &sian countries where it "aries between =6
and 56. -uch high ta*ation renders the tourism sector as a wholeuncompetiti"e. +urther, there is considerable disparity between state le"el ta*es,
especially on food and be"erages. !n fact, the sales ta* on imported be"erages
"aries widely, e.g.5=6 in Garnataa to
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.! P+4* V2420.
Tourist arri"als to !ndia according to the purpose of "isit in < A=.< =. .< .=
-ri :ana AA A>. . .4 .4
/ermany ?=?< ?.B 4=.< .= .4
+rance B= .? .=4 .4
@apan 5==A A?. =.? . .4Canada ?5>>4 A5.> 4.? .4 .=
C:- ?5=B 4.= 4B.= .4 4.4
-ingapore >>4?B 5
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satisfaction of users the focal point around which all the functional areas of
mareting cluster. (hile clarifying the perception of tourism mareting, it is
essential that we assign due weightage to the three important considerations, the
first generations of fits by the tourist organization second world class ser"ices to
the tourists rich help !n satisfying them and the third positi"e contributions of
tourist organizations to the process of social transformation and ecological
balance.
(e consider mareting a human acti"ity that direct the flow goods and
ser"ices from producer to consumer or users. Golter finds mareting a social
and managerial process by which indi"iduals and groups obtain what my need
and want through creating and e*changing products and "alue with others !n
"iew of the abo"e, the following points emerge regarding tourism mareting9
Tourism mareting is process of creating a product or pro"iding a ser"ice.
Tourism mareting comprises fact finding, data gathering, analyzing 0mareting
research3, communication to inform and promote 0Promotion3, ensuring andfacilitating sales, selection of mareting planning 0distribution3, Coordination,
Control and e"aluation 0mareting planning and auditing3, de"eloping
Professionally sound personnel0people3.
; Tourism mareting is an integral effort to satisfy tourists and more so, it
is a 1e"ice to transform the potential tourists into the actual tourist.
; Tourism mareting is the safest way to generate demand, e*pand maretand !ncrease the $aret share.
; Tourism mareting is a managerial process to promote business acti"ity
directed at satisfying the needs id wants through e*change processes. The
&merican $areting &ssociation defines mareting as the performance
of business
.1 U4*4 T24= S*2/*4
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(e find difficult categories of users a"ailing the ser"ices of tourist
organization. (e find classification of different categories which would help
the tourism Professionals in studying and identifying the le"el of their
e*pectations "is#F#"is their beha"ioral profile.
G*6*8 : -tudents, E*ecuti"es, &rtists, Politicians, Cine &rtists
S*? : $en 8 (omen
R*;26 : ural, Drban
E/026 : :iterate, !lliterate
S004 : ich 8 Poor
P*4426 : E*ecuti"es, &cademics, &rtists and -portsmen
O//+026 : (hile Collar 0Clerical3, %lue Collar0$anual3
N6 U4*4 9 Personas not interested in using the ser"ices are
nown as non#users. They lac willingness, desire and ability and therefore, the
le"el of income ore e"en the a"ailability of leisure hour is not to influence them.
P0*6028 4*49 (e also call them prospects or the prospecti"e users. They
ha"e willingness but the mareting resources ha"e not been used optimally for
influencing their impulse. They bear the efficacy and the mareting
professionals are supposed to capitalize on their potentials by using creati"e
promotional measures.
A/08 4*4 9 Persons already using the ser"ices generated by the tourist
organizations are nown as actual users.
O//4268 4*4 9 Dsers a"ailing the ser"ices occasionally but nor forming the
habit to tra"el are nown as occasional users.
H208 4*4 9 Dsers forming a habit and a"ailing the ser"ices regularly are
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nown as habitual users.
.! M9*0 S*;=*60026 T24=
The beha"ioral scientist feels that appeal, strategy and tact "ary from
segment to segment in a natural way necessities a change in strategic decisions.
The modern mareting theory prefers the formulation of mareting policies and
strategies for the each maret segment which an organization plan to solicit. !t is
natural that different segments react in a different way. -egmentation maes
possible tailoring of products and mareting programmes uniquely suitable for
each sub#segment. & maret is not only an aggregate demand for a product but
the sum of demands of different maret segments. +or getting a positi"e
response in the maret, it is pertinent that the mareterJs of the tourist
professionals are well aware of the different maret segments. !t is against this
bacground that we need to study maret segmentation for tourist ser"ices.
&t the outset, it is essential that the tourist organizations select a suitable
base for segmenting the maret. The selection of base has a for reaching impacton studying the target maret. Though there are a number of bases for
segmentation, we find lifestyle an important base since the tra"eling decisions
are fantastically influenced by the changing lifestyles. The emerging trends in
the le"el of income, the a"ailability of leisure hour of course influence the
process but the main thing is the lifestyle. This is supported by the logic that if
we earn more, we spend more.(e prefer to utilize our leisure time for gaining pleasure or for enriching
the nowledge ban. This necessitates an in#depth study of lie style for maing
segmentation proacti"e. The li"ing styles of &mericans and !ndian canJt be
identical, the decision maing of both of them are to be different. The &merican
prefer to tra"el and therefore they assign due weightage to the tra"eling
decisions while scheduling or ordering their engagements. The !ndians a"oid
tra"eling albeit we find them earning more or sufficient leisure time or holidays
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in their hands. This maes it clear that for segmenting maret, we find this
"ariable constituting a place of outstanding significance.
The aforesaid facts mae it clear that for getting a positi"e response, the
segmentation of tourism maret needs an intensi"e care. The tailoring of
products with the e*pectations of tourist or a fair synchronization of
touristJs e*pectations and potentials of the tourist organization would hardly be
possible unless we segment the maret in a right fashion. The opinion leaders
prompt the whole drama of mareting where the word#of#mouth promoters play
an incremental role. The process of segmentation simplifies the tas of
mareters. Tour operations, the transport operators the tra"el agents, the tourist
guides, e hotels find it easier to mae the mareting decisions. They e"en with
the minor intelligence and diligence are found successful in identifying the
maret the potential tourists. !t is right to mention that the needs and
requirements well as the le"els of e*pectations canJt be uniform.
The segmentation benefits tourist organization in different ways. &n
optimal mareting plan, a balanced de"elopment of mareting resources,true gauging of the le"el of e*pectations, formulation of creati"e strategies
for getting a positi"e response mae it clear the tourist organizations
assign due weightage to segmentation. They are supposed to select a
suitable base for segmentation out of numerous bases lie day base, purpose
base, demand base, geographical base, Psychological base, demography base,
socioeconomic base, se* base, age base or so.These bases help professionals in studying and understanding the
changing beha"ioral profile of users. The maret segmentation bases mae it
clear that geographic, demographic, psychographic and socio#economic aspects
canJt be underestimated to ha"e clear picture of the tourism users.
1. H82< 4 &4* # $ass $aret, Popular $aret
!. D*=6 4 4* # Primary, -econdary opportunity
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3. G*;+)< 4 4* # Cities, Pro"inces, egions, Countries
. P4
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inno"ate their strategic decisions accordingly. The de"elopment of mareting
resources in tune with the changing le"els of e*pectations mae the ways for the
stimulation of demand and simplify the tas or mareters. !t is in this conte*t
that we need to segment the maret for the different allied industries helping the
tourism industry in many ways.
.3 D*42;626; P/9;* T
!n the process of formulating a sound product strategy, there are a number
of factors to be gi"en due attention. The designing of a pacage tour occupies a
place of outstanding significance. +or the profitable mareting of tourism
ser"ices, it is pertinent that the different components of product are managed in
a right fashion. This gra"itates our attention on the offering of a pacage
holiday product which necessitates management of the following factors.
. D*4026026
The de"elopment of destination or tourist sites has a far#reaching impacton attracting the tourists. !t is essential that destination or the tourist sites are
easily accessible. This necessitates safe, fast and reliable transportation facilities
hither and thither the tourist sites. To be more specific for promoting world
tourism or attracting the foreign tourists, it is essential that the flying time is
made proportionate. The site should be clean, the beaches should be sandy, sun#
shine should be certain, the entertainment facilities at the site should be ofquality the site should be safe to wal about, the local people should be friendly,
the tour operator, the tra"el guides and others should ha"e competence of
speaing English and other regional languages. These facilities at the
destination would add attractions.
.5 M6;*=*60 A2+0
(hile managing the tourism product, the airports are required to be
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managed carefully. The airport should be local and con"enient. The
arrangement for car paring should be safe and adequate. !t should not be
congested but it should be spacious. !n addition, the shopping facilities should
be duty free. The airport should be clean and the "ehicles should be a"ailable so
that tourist doesnJt face any trouble. %esides, the security arrangement should be
tight to protect the passengers and their "aluables. The aesthetic management
occupies a place of significance in the "ery conte*t.
. A2826*4
The flights should maintain the time schedule otherwise a dislocation
may in"ite multifaceted problems, not only to the tourists but e"en to the airport
authorities. The ser"ices should be reliable, good and polite. The sophisticated
modern aircrafts of new generation should be included in the fleet to attract the
tourists. The safety record should also be up to mar to remo"e the fear
psychosis or psycho#fobia.
.7 R 6 R28 T64+0026
+or the tourists preferring to tra"el by buses of railways, it is significant
that the stations are well managed. The booing and reser"ation counters should
be managed scientifically. The enquiry should be controlled by efficient and
well beha"ed staff. The safety arrangement should be adequate to counter the
law and order signposts should be positioned at right places to help thetra"elling passengers.
. H0*84
+or managing the hotel ser"ices, it is essential that we are also careful to
the hotel accommodation facilities. !t is pertinent that hotels are easily
accessible to the tourist sites or beaches or shops. The hotel personnel
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trustworthy and competent enough to spea English and other regional
languages. They are supposed to be friendly. The management of facilities at
hotels need due care. Though the standard of ser"ices, amenities and facilities
depend upon the grade of hotels still it is essential that hotels offer the promised
ser"ices to the users. The gap between the ser"ices#promised and ser"ice#
offered should be # bridge o"er. The hotels should be well maintained, the decor
should be attracti"e possibly a fair mi* of eastern and western culture, the
atmosphere should be calm and quiet specially at the night time, public rooms
should be adequate in number, the swimming pool should be neat and clean
where inflow and outflow of water should be scientific to protect the danger of
water contamination or pollution. There should be bar with good range of
drins.
The bedrooms should be spacious in which balcony facilities should be
made a"ailable. The childcare ser"ices should also be made a"ailable.
Particularly at the beach resorts, the sea "iew should be possible with all rooms,
in#room telephonic ser"ices should be a"ailable, in, and room#T should bepro"ided. There should be adequate cupboard space. The hangers should be
attracti"e and artistic, toilets should be neat and clean and well equipped with
east and west pro"isions. The lighting and "entilation arrangements should
be adequate. The intensity of light at different points should be gi"en due
weightage. (hile managing hotels, the restaurants and cafeterias also
need due care. The restaurants and cafeterias should be well managed. Thefood and drins should ha"e taste#orientation. The "arieties of meals and drins
should be a"ailable. The seating arrangements should be comfortable, the meal
should be fle*ible and the hotel personnel should be polite and friendly.
. R*40 R*+*4*6002*4
egarding representati"es of resort, they should be#nowledgeable
friendly, accessible and competent.
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.1 M24/*886*4
!n addition, the fellow tra"elers should be lie#minded. The main thing is
to mae the tour pleasant and memorable. !f the tourist ha"e companionable
fellow tra"elers, the journey would of course remain memorable.
The aforesaid facts mae it clear that being an amalgam of a number of
industries and ser"ices, the tourism industry is nown as a multi#segment
industry in which the designing of a pacage which pro"es its instrumentality as
a moti"ational force is found a bit difficult and challenging. !t requires
professional e*cellence so that we are in a position to assess the changing le"els
of e*pectations of the guests8tourists and all the required amenities and facilities
are made a"ailable to help tourists to go to the destination, to enjoy and to come
bac safely. The tour operators and transport operators bear the responsibility of
formulating a pacage tour and therefore they should ha"e world class
professional e*cellence to now and understand their changing needs and
requirements.
The ser"ices are related to a number of industries managed by others andtherefore, the tour operators and transport operators managing the affairs should
mae it sure that whate"er the promises they ha"e made on behalf of hotels,
airways,J railways, roadways are not to be distorted. This is liely to project the
image of tour operators and therefore a gap between the ser"ices#promised and
ser"ices#offered would mae the tas difficult. !t is against this bacground that
designing of a pacage tour occupies a place of outstanding significance and allthe allied industries maing the pacage are required to be careful that they are
not in"iting degeneration.
1. S'OT A68
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spending of tourists.
; )nly ?, hotel rooms are a"ailable in !ndia today, which is less than
the %ango total hotel capacity. -o accommodation facilities are quiet
less.
; The ser"ices currently offered by the hotels in !ndia are only limited
"alue added ser"ices. !t is not comparable to the e*isting world standards.
This is the reason why international tourists prefers other &sian countries
than !ndia.
; !nefficiency of the domestic airlines# there are number of instances of
flight being cancelled or delayed. -econdly frequent stries by the pilots
and maintenance problems are a major cause of concern. This is one of
the reasons that mae a tourist disheartened.
; Tra"el agents are most affected by the ta*es that are part of the industry
so at last tourists are the sufferers.
O++06202*4
; &llowing entry of more multinational companies into the country gi"ing
us a global perspecti"e.
; /rowth of domestic tourism.
; 1emand between the national and the inbound tourists can be easily
managed due to difference in the period of holidays. +or international
tourists the pea season for arri"al is between -eptember to $arch whenthe climatic conditions are suitable where as the national tourist waits for
school holidays, generally the summer months.
; 1e"elop a well# studied master plan for tourism in the country, which
should mae it easier for in"estors as well as the authorities.
; -upport and encourage pri"ate sector to in"est in facilities.
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; +ight pollution and littering by law.
; &dopt strict measure for ci"il hygiene and cleanliness.
; Pro"ides essential basic facilities lie toilets and resting facilities
throughout tourism routes.
; 'a"e an effecti"e international mareting agency to promote
!ndia as a destination.
; !n"est on P measure abroad mobilizing the media to a greater e*tent.
; Project people, culture, lifestyle, food festi"als etc to offer the human
element appeal than the natural beauty of the land for long lasting result.
There are other naturally beautiful places in the world, but it is the people
that mae a place unique.
; The de"elopment of tourist resorts, such as hotels on mountains or hill
tops, should be low density and low rise to retain the cool temperature as
main attraction of these locations.
; The rele"ant authorities must ensure that security measures are enforced
at all time.
T)*04
; Economic conditions and political turmoil in the country is affecting
tourism.
; &ggressi"e strategies adopted by other countries lie &ustralia, -ingapore
and $alaysia in promoting tourism are also posing as a serious threat toour country.
; Changing trends in the west demand similar changes in !ndia, which here
are difficult to implement due to high project costs.
; Pollution is a major menace to the industry, which has to be tacled by
the go"ernment through legislation. /arbage, Plastic, sound pollution
near tourist centres and all such discrepancies need immediate action
from the go"ernment otherwise it will pose a major threat for tourism
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way the industry players perform. +or e*ample, the /o"ernment charges high
rates of ta*es on the lu*ury and the star category hotels and this has always been
a cause of disagreement between. The hotel association and has been getting
many incenti"es and many has been getting the go"ernment .There are many
areas where the growth of tourism has not been rapid or has been dramatic fall
because the political en"ironment has been conducti"e. E*amples are the North
East for the former and Gashmir for the later. The neglect of the /o"ernment in
1e"eloping the North East leads to a situation where there is practically no
tourism in the se"en.
-imilarly, the political turmoil in the state of Gashmir has seen the "irtual
decimation of the flourishing tourism industry. The H'ea"en on EarthH is &
"irtual hell for the industry. There has been a major change in the policies of the
/o"ernment as regard to the industry. The hotel industry has been getting
many incenti"es and many -tate /o"ernment are encouraging the growth of
major hotels in their states. &fter years of tight control o"er airportinfrastructure, /o"ernment has finally taen the decision to pri"atize the
airport. Cobwebs and e"en rats were the frequenters in the arri"al lounge at a
major international airport of !ndia . !t is the only way to impro"e their
condition.
Tourism has been a Neglected sector in !ndia .Though it was recognized
&s a priority sector in the -e"enth +i"e Kear Plan but hardly anything was doneto promote this industry. ecently, the %@P /o"ernment has e"en dropped it
from the National agenda. !t is true that !ndia has yet to reach the prosperity
le"el where leisure acti"ity can be included in the Priority -ector but, if sol"ing
the countryJs unemployment and foreign E*change problem are on the top of the
National agenda. The potential of this industry cannot be neglected.
The $inistry of Tourism, /o"ernment of !ndia is the nodal agency for
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The formation of national policies and programmes and for the coordination of
acti"ities of "arious central and state go"ernment agencies and the pri"ate sector
for the de"elopment of Tourism .'owe"er, all the en"ironmental regulation are
enforced by the $inistry of En"ironment and +orests. The national Tourism
policy en"isages a "ery big role for all the staeholders in the decision maing
process. They are in"ol"ed in the de"elopment of tourism and ha"e contributed
substantially is sustainable Tourism in the country.
The National Policy on Tourism lays emphasis on sustainable
de"elopment of tourism. !n addition, the /o"ernment has brought out a
comprehensi"e Eco Tourism Policy and /uidelines .&ll issues rele"ant to
sustainable tourism are co"ered in the policy and guidelines.
The Eco tourism policy and guidelines will ensure regulated growth of
eco tourism and nature#based tourism with its positi"e impact of en"ironment
protection and community de"elopment.
There are established procedure stipulated by the $inistry ofEn"ironment and +orest for project clearance and monitoring. There are
deterrent in these strategies to chec, control or penalize damaging
en"ironmental practices on the part of business and "isitors.
There are se"eral &cts and laws, which ensure sustainable tourism. These
are the (ild life Protection &ct 4AB
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en"ironment.
!ndia, with the /1P approaching L4 trillion has been put by the
!nternational $onetary fund as one of the fi"e biggest marets of the world. The
sense of urgency that the !ndian in"estment climate has de"eloped has
translated into the ind of economic indicators M figures that ha"e indled
interest and brought in results from e"en the most conser"ati"e in"estors, here
are tremendous opportunities for Companies participating in the tourism sector
of the economy.
The hotel and tourism related industry has been declared as high priority
industry for foreign in"estment .it is now eligible for appro"al of direct
in"estment up to ?4 6 of foreign equity. Non#esident !ndian !n"estment !s
allowed up to 46.
!n recognition of the relationship between suppliers8users of technology
&nd with a "iew to impro"e technology, the go"ernment has allowed automatic
appro"al of foreign technology agreements in the tourism ; industry subject to
certain conditions. !n the past liberalization period the 1epartment of Tourismhas cleared as many as foreign in"estment Proposals, from &ugustJA4to
+ebruaryJA?.
N=4 A0=02/ A++8 F*2;6 D2*/0 I6*40=*60
&pplication for automatic appro"al of +oreign Equity !n"estment up to
?46 in the hotel M tourism related industry ha"e to be made in the prescribedform +C 0.%.!.3 H'otelsH would include restaurant, beach resort and other
tourist comple*es pro"iding accommodation and8or catering and food facilities
to tourists. The termH Tourist#related industryH would include among others the
following9
4. Tra"el agencies, tour operating agencies and tourist transport
operating agencies.
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e*perience to tourist.
=. -urface, air and water transport facility for tourists
I6/*602*4 I6*40=*60
4. =6interest subsidy to hotel project in 4 to = star categories onloans
sanctioned by appro"ed financial institutions pro"ided the projects are
outside the metre cities of 1elhi, $umbai, Golata and $adras.
. 'otels, tra"el agents, tour operators, and other organization connected
with tourist trade are now co"ered under :iberalized E*change ate
$anagement -ystem. &uthorized dealers are now allowed to releaseforeign e*change without the prior appro"al of 1epartment of Tourism.
?. +acility to open and operate E*change Earners +oreign Currency &ccount
e*tended to hotel M tourism related industry.
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connections.
P+4* I6/*602*4 26 0)* 26;
4. & capital subsidy of s.
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The state go"ernment has declared its policy of promoting tourism, and
more particularly of encouraging pri"ate in"estment in this sector. The main
points of this policy are9
a. (elcoming of pri"ate in"estment in creating tourist facilities as well as
related infrastructure.
b. Encouraging the transfer of technology in tourism related industry.
c. +le*ibility in policy on joint "entures, participation, and terms for %uild,
)perate and )wn or Transfer models.
The legal en"ironment is also a major determinant for the industry .The
laws that go"ern industry are not the same in all the parts of the country. :aws
lie the urban :and Ceiling &ct limit the amount of land any organization can
hold and this se"erally limits the growth of hotel rooms in many areas of the
country. $any of the :aws that are in effect are old and archaic ,and not geared
to meet The challenges of the
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from its present le"el of .5B6 to a target of 46 by
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thousand and changed the whole culture of the state. This had a ripple effect on
the country. People became cautious Especially of the international tourists.
(hene"er a certain place became +amous, the e*ample of /oa was cited to
discourage the inflow of !nternational tourists.
<hough the abo"e my sound may discouraging , the scene is fast
Changing. Those places that ha"e .been able to strie a balance between their
own culture and the demands of the international tourist ha"e profited
handsomely. The e*ample that come to mind are Gerala and ajasthan, as
discussed ahead in the report. People are now adopting themsel"es to the fact
that tourism pays and it can be a major source of !ncome for them. E"en people
themsel"es ha"e started tra"eling. !n addition, tourism as a form of recreation
has really caught on. People are willing to tra"el to a place that is out of way
and e*otic. (hen pre"iously tra"eling on a holiday meant going to a hill
stations and beach, now people are willing to go in for ad"enture tourism as
well as "isit places that cannot be really be called hospitable. Now places lie
:eh and :aswadeep are mentioned in the same breath as /oa or Gashmir.
D*=;+)2/ /04:
H&n indi"idual is a core unit society H a group with similar needs create a
maret for particular product. !t means people or population is the most
important factor. The mareter must ha"e to eep watech on the population size
M growth rate education le"el regional characteristics and house hold patterns.
1. P+8026
&s !ndian population growth is around < 6
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. E/026 G+
The population in any society falls into fi"e # education group.
4. !lliteracy.
. College degree.
?. Professional degree.
!n !ndia adult literacy rate is ?.46.5>6 of total male population and >
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!ndia has much di"ersity in groups. Each group has distinct taste
preference, benefits and "alues. This distincti"eness affects their choice of
product and %eha"iour as well as consumption beha"ior.
-o mareter has to understand their culture and social di"ersity and
respond by way of designing their product. -o social and culture e"aluation
helps the mareter to target and positioned its products, and ad"ertising in
"arious members for "arious masses.
; eligion
; :anguage
; +ood
; Culture M Crafts
; Education
The fabric of !ndian society is wo"en with myriad threads. The result is
multi#te*tured, many layered and though this di"ersity has fuelled some
dissension, it continues to be !ndiaJs strength. !ndia is predominantly 'indu and
it also has the worldJs largest population of $uslims. -ihs, %uddhists, @ains,Christians 0oman Catholic, Protestant and -yrian Christian3, @ews and
Ooroastrians people this great land. There is phenomenal ethnic di"ersity too.
(hile the people of the north are mainly !ndo#&ryan, in the south they are
mostly 1ra"idian. The tribal population in the northeast is of Tibeto#%urmese
e*tract, while the Jadi"asisJ of $adhya Pradesh and /ujarat are probably proto
&ustraloid. :anguage "aries almost e"ery ten miles and !ndiaJs billion#strongpopulation has a total of 4?=? recognized dialects.
)ne of the most mared things about !ndian society is the great di"ersity.
This applies to religion, ethnicity and language as much as to the economic
situation. The yawning gap between the rich and the poor is bridged by a large
middle class of small businessmen, professionals, bureaucrats etc.
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$ost !ndians acti"ely practice their religion, and despite the creeping
westernization, most of !ndia is socially orthodo*. That means that caste
distinctions ha"e not been forgotten, man#woman interaction may be frowned
upon, and the public display of affection is strictly no#no. The cow is sacred and
Jall ye who forget that#be doomedJ. The left hand, which is an indispensable tool
for !ndian ablutions, is considered impure and isnJt used in passing things
around.
)n the whole the !ndians are a warm welcoming people. The guest is ne*t
only to /od and croos and touts notwithstanding, and curious loos and
probing questions notwithstanding, youJll find that they are great hosts. Their
idiosyncrasies just mae it all the more interesting be patient and you will learn
to lo"e the complete pacage.
R*82;26
!ndia probably has the most religious di"ersity in any country. !tJs thebirthplace of 'induism, %uddhism, -ihism and @ainism. !tJs among the few
places to ha"e a resident Ooroastrian population. The -yrian Christian Church is
well established in Gerala the %asilica of %om @esus in /oa, old churches in
Calcutta and 1elhi, synagogues in Gerala, temples from the tiny to the
tremendous, JstupasJ, JgompasJ and the %odhi tree, the &jmer -harif and Galiya
-harif in %ombay, all reflect the amazing multiplicity of religious practice in!ndia. Tribal people in the northeast, $adhya Pradesh and /ujarat practice
forms of nature worship. -ecularism is enshrined in the Constitution.
L6;;*
The national language of !ndia is 'indi, which in one form or another is
spoen all o"er the north. !n the 1eccan 0south !ndia3, the languages are
completely different. The states were formed on the basis of language so each
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has its own. )n the whole though, dialects, accents, idioms and linguistic
flourishes change e"ery few miles. There are 4 official languages but o"er a
thousand recognized dialects. English is widely spoen.
F
+rom 1C to 1aota, (arwic to what#ha"e#you, !ndian spices are letting
off steam e"erywhere in the whole wide world. &nd you come to !ndia and
realize......hey, thereJs nothing authentic about itU E"ery itchen, e"ery man,
woman, coo, chef does it different.
& meal in the north would typically constitute chapattis or rice with dal
0lentil curry3 and a dish of "egetables or meat. Pappads 0wafers fried or toasted
to a crisp3, yoghurt and picle are usual accompaniments. The chapatti
is a round flat unlea"ened bread of which you tear bits to scoop the curry.
ariations of the chapatti are paratha, poorie, bhatoora, and Tandoori naans.
!dli, dosa, "ada, sambar, uppamaU !n the south, too, a meal centers on a base ofrice, or as in the -outh #!ndian case, semolina preparation. The idli is a steamed
rice cae and the crisp salty pancae often stuffed with potatoes is the dosa.
Eaten alongside is the -outh#!ndian dal #HsambharH, sour, hot, souped #up with
"egetables. The %rahmins are "egetarian, but the rest consume sour#hot fish,
mutton, and chicen with gusto. !n Gerala seafood is simmered in coconut mil
and delicately +la"oured with curry lea"es. $ost !ndians eat three meals, eachone full#fledged.
-a"oury snacs lie paoras pep the e"ening cuppa. &nything coated in
batter 0of chicpea, flour et al3 and deep#fried will pass for paora. &lso, readily
a"ailable on the roadside are snacs lie bhel puri 0spiced up puffed rice3 and
paapri chaat 0wafers and boiled potato doused in curd and sauces3. egetarians
will feel lie theyJ"e come home, especially in the south. %ut no matter where
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you are, in a plush restaurant or a roadside JdhabaJ, in Gunnur or Gullu, you can
be sure of sumptuous "egetarian meals.
&ll along the coast and e*tensi"ely in the northeast fish is consumed
almost as a staple. %oth fresh water and sea fish are popular. !ndians lo"e their
sweets. There is great regional "ariety and among the most popular types is the
%engali HmishtiH. ThereJs also a huge "ariety in drins. %esides JchaiJ 0tea3 and
coffee, sweetened8salty churned yoghurt called lassi, the ubiquitous Jneemboo#
paniJ or lemon#water, fruit juice in tetra pacs and aerated drins are readily
a"ailable in !ndia. !$+: e*pands into !ndian made +oreign :iquor and spans
the entire range from beer to whisey. -ome e*amples of local brews are
JchaangJ in &runachal, toddy in the -outh and /oaJs famous JfeniJ.
C80* C04
M42/.
$uch of !ndiaJs classical music is de"otional and a lot of that, de"oted to
the flute playing god, Grishna. The North !ndian 'industani and -outh !ndianCarnatic streams are distinct and both ha"e a comple* JragaJ framewor.
/hazals in Drdu reflect on life and are light on the ear. E"ery region has a
distincti"e fol tradition too. !nstruments that would typically accompany
!ndian music are the stringed "eena, sitar, and the !ndian drum9 tabla or
mridangam in the south.
D6/*:
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The legacy of dance in !ndia is tremendous. )n temple walls, on an urban
stage, in impromptu bursts by a mellow e"ening fire, men and women twinle
their toes in e*pression of joy. The classical dances of !ndia are numerous.
Characterized by stylized mo"ements and elaborate costumes, these dances
communicate age#old tales of lo"e, longing and rage. Gathaali of Gerala,
%haratnatyam of Tamil Nadu, Guchipudi of &ndhra Pradesh, $anipuri and
)dissi from )rissa are the prominent dance forms in this country that sways to
an altogether no"el beat. The robust bhangra of Punjabi men, the graceful
whirling of ajasthani women, the gentle sway of northeastern dancers,
"igorous tribal dances, e"ery comer has de"eloped its own unique form.
T)*0*:
There is a robust theatrical tradition. The Kashagana, nautani and
puppetry are ancient fol forms that li"e on till date. This tribe of wandering
performers is on the decline but there still are occasional performances on the
rudimentary stages of the rural areas. ustic and coarse the fla"our might be,but the techniques are surprisingly sophisticated. There is a growing body of
contemporary wor both in English and in the "ernacular.
A0:
The earliest specimens of !ndian painting are the ones on the walls of the
&janta Ca"es dating bac to
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arma, the paintings of $.+. 'ussain, @amini oy and /anesh Pyne among
others rule the art scene.
C04:
(ord craft, handicrafts, architecture and sculpture all contribute to this
rich and "aried domain. !ndian literature, both in English and in the "ernacular,
is e"er more popular around the world. 'andicrafts are as "aried as the country
itself. The $ughal and colonial structures and the temple architecture across the
length and breadth of the country are testaments to the lands e*citing past.
-culptures adorn temple walls, stupas, street junctions and ancient ca"es. The
oldest schools are the /andhara and the $athura.
M2*4:
The 'indi mo"ie industry is the most prolific in the world. %ased in
%ombay, hence Hollywood, this spool#spitting machine taes on the onerous
responsibility of fuelling !ndiaJs prime passion. There is sheer joy in the easystereotypes of muscle#fle*ing machismo, leering "illainy and leading ladies of
'indi filmdom, but not all 'indi films are a simmering brew of action,
romance, and song and dance. There is a parallel stream of HartH cinema though
itJs not nearly half as popular as the HcommercialH stream.
/i"ing competition to the 'ollywood masala film is the equally spicy
south !ndian fare. egional cinema is fairly popular in its local conte*t and withserious cinemagoers.
C2/9*0
)h for the lo"e of a si*#erU !ndia grinds to a halt when the countryJs
ele"en don their colours. !n cricet#crazy Calcutta, old fol gather to trash the
Jnew fangledJ limited#o"ers format in front of a million T sets, four million
pray for "ictory 0often nowing theyJre praying for a miracleU3 tirelessly. !tJs a
mad#mad#mad world and in !ndia cricet stars adorn the doors of innumerable
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cupboards. 'ocey, football and now the &TP tour too ha"e a decent following.
E/026
?A.?6 of !ndia is literate9 B..=6 females. Gerala is the
model state as far as education le"els are concerned boasting figures of almost
AA6 literacy. 'igher education in !ndia has a formidable reputation. (hether in
engineering or medicine, business management or social science education,
!ndia uni"ersities are at par with the best in the world.
D. T*/)68;2/8
Technology although does not seem to be a major influence at the first
glance, stillJ it plays a major part in the promotion of a place. %etter
communication facilities are one of the first prerequisites for growth in the
inflow of tourists. This has been made possible with technology. %etter
technologies in the field of communication with cheaper costs ha"e seen many
remote and inaccessible areas of the country get connected to the rest of theworld. This connecti"ity has made these places "isible to the world. %etter
communication means access to media. &nd that is "ery important if any place
wants to be on the world tourist map. -imilarly better transportation facilities
ha"e lead to a dramatic increase in the number of tourists "isiting any particular
place. The presence of an airport and the a"ailability of frequent flights are a
great con"enience to any tra"eler.
FIVE FORCE ANALYSIS
Professor $ichel porter of 'ar"ard %usiness -chool has con"incingly
demonstrated the state of competition in an !ndustry !s a composite of fi"e
competiti"e forces which are as under.
43 The ri"alry among competing sellers.
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=3 Competiti"e pressures from substitute products.
>3 -upplier# seller collaboration and bargaining.
?3 -eller#buyer collaboration and bargaining.
(e ha"e analysis here the fi"e force competition in conte*t with Tourism
industry analysis of the fi"e force of competition, are as under relating to
Tourism !ndustry.
T)* R28< =6; C=+*026; S*88*4.
The strongest of the fi"e competiti"e forces is usually the joceying for
position and buyer fa"our that goes on among ri"al sellers of Tourism !ndustry.
!n the tourism industry cross country ri"alry is centered on price Competition M
promotional scheme. i"alry among competitors is "ery high in case of tourism
industry 1ue to the following reason.
R*464 F H2;) R28
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at present and hold the status of the worldJs on 4 !ndustries There is currently
can estimated > million !nternational tra"elers world wide. The figure is
e*pected to rise to 55 million by the end of the year
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Tourism !ndustry gi"en entertainment to the tourist and also pro"ide
some. Gnowledge of that place as per that we can says, media, 'ollywood, and
all type of entertainment industry are the substitute of the tourism industry. %ut
we canJt say that they are close substitute of industry. %ecause they are different
thing than tourism.
Thus, tourism industries has no problem for the close substitute because
they are not other product or ser"ice which is use as substitute of tourism so the
tourism industry is being fearless from the substitute.
S++82* S*88* C88026 6 &;2626;:
(hether supplier seller relationship represents a strong or wea
competiti"e force depends on whether supplier can e*ercise sufficient
bargaining power to influence the terms and condition of supply and the e*tent
of supplier. -eller collaboration in the tourism industry.
-upplier are liewise relegated to a wea bargaining position whene"er
there are good substitutes for the item they pro"ide and buyers find it neither
costly nor difficult to switch their purchases to the suppliers of alternati"e items.
-uppliers also tend to ha"e less le"erage to bargaining o"er price and other
terms of sale when the company they are supplying is a major customer.
S*88* - &
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R*464:
1. L;* 6=*
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&s many as AB6 of the foreign "isitors tra"el by air maing ci"il a"iation a
prime influence on the course of tourism growth. This maes both these sectors
far too interdependent.
The liberalization of ci"il a"iation policies in !ndia mared by licensing
of pri"ate airlines to operate on routes ser"ed for > years by the state owned
carriers was prompted by the demands of tourism. &ccording to the (orld
Tourism )rganization of which !ndia is the member, tra"el and tourism account
for 4
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tra"eler can journey to any part of the country by !&Js fleet or aircraft. No less
than
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star to fi"e star delu*e depending upon size and amenities. &bout =6 of the
rooms fall under the ?# star or ?# star delu*e categories.
The hotel should pro"ide facilities lie reception, cash and information
counter attended by well qualified, trained and e*perienced personal,
conferences in the form of one or more conference rooms8banquet halls and
pri"ate dinning rooms. There should be a recognized tra"el counter, money
changing and safe deposit facilities, luggage room and medicines on the
premises. The hotel should offer both !nternational and !ndian Cuisine and the
food and be"erage ser"ice should be highest standers. The hotel staff should be
well qualified and should be able to understand and spea English. There should
be pro"ision of laundry and dry cleaning.
(ith a "iew to maintaining standards and enforcing control, the
1epartment of Tourism $inistry of Tourism and Ci"il &"iation,
/o"ernment of !ndia has de"eloped a system of categorizing the a"ailable
accommodation as per certain criteria. &ccordingly, the hotels are either
appro"ed or unappro"ed.
The appro"ed hotels are found of international standard and normally the
foreign tourists prefer to stay in that category of hotels. This is due to the fact
that the appro"ed hotels ha"e the stamp of official recognition. &ppro"al in
itself simplifies the tas of promotion. The hotels professionals bear the
responsibility of identifying the emerging segments.)f late we a new trend e"en in !ndia condition because women ha"e been
found staying in hotels or eating in hotel restaurants. There are women
e*ecuti"es and women going on holidays in all age group albeit without
accommodating men. & number of married women ha"e been found taing an
e*tra holiday on their own. $iddle# aged, di"orce or single women ha"e also
been found staying in hotels. !t is against this bacground that we find women
segment emerging as an important segment for the hotel business.
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13. R
&irports being a wea lins in !ndian tourism, tourists are forced to use
oads. $ore than6 of the tourists has to use road networ but the deplorable
road conditions in !ndia do not mae the tra"eling easier. The major factor that
hampers the de"elopment of road sector is the go"ernment control o"er all the
road properties. !nternationally, all the major cities within the country are
connected with si* lane highways. %ut in !ndia, e"en the four metros are not
well connected. Thus, the basic infrastructure to support the tourism industry is
missing.
& de"eloped country possesses e*cellent roads since this opens for them
new "istas of de"elopment. Contrary to it in a bacward country, the road
Present a "ery gloomy picture. The roads strengthen our infrastructural %ase
and so become instrumental in acti"ating the process of de"elopment. &s
compared to other forms of transport, the road transport is found cheaper of
course in the !ndian perspecti"e, the !ndian ailways ha"e been offering
economic ser"ices to the users which are found cheaper than the road transport.The operational cost of railways, steam#ship or airplanes. ailways or steamship
or airplane can be used by anyone e"en without maing a direct payment. This
clarifies the significance of road transport in todayJs perspecti"e.
-electi"e up gradation of