jaipur international tourist survey final 170511 (1)

Jaipur International Tourist SurveyApril 2011

2

Introduction

With its extraordinary history and culture, Rajasthan holds a prominent position within India’s tourism industry.

In the region, Jaipur has always been a major tourist destination with its many prized cultural assets. However, the economic boom India is witnessing is dramatically reshaping the tourism landscape, from the arrival of international hotel chains to the development of new transport infrastructure, new challenges and opportunities are confronting the domestic tourism industry.

This report displays the results of the Jaipur International Tourist Survey 2011. It is based on over 100 extensive face-to-face interviews Kanvic conducted with international tourists across the city.

This report is intended to form a sound basis for all the stakeholders in Jaipur’s tourism industry to improve service delivery and increase revenues through a better understanding of the expectations of international tourists.

3

Understanding the behaviour and preferences of international tourists is important for the key stake-holders in Jaipur’s tourism industry

Key stakeholders

Restaurants & Bars Retailers

Hotels

Government

Tour agencies &

operators

4

Contents

Overview of the tourism industry

Key findings

1

2

3

4

Survey results

Implications for key stakeholders

5 Methodology

5

Tourism is a significant contributor to the Indian economy

The tourism industry is the largest service industry in India, contributing 8.6% to the national GDP.

17%

28.2% 46.2%

8.6%

Tourism Other ServicesIndustry Agriculture

2006 2007 2008 2009 2010

4652 54 51 56

3902544360

5073054960

64578

Number of International Tourist Arrivals (lakhs)Foreign Exchange Earnings from tourism (Rs. Crore)

In 2010, India’s tourism industry bounced back from the global economic crisis with around 56 lakhs of foreign tourists visiting the country.

Source: WTTC, Ministry of Tourism Rajasthan and Kanvic analysis

Breakdown of Indian GDP by industry sector

Annual international tourist arrivals in India and the foreign exchange earnings they contribute

6

Rajasthan attracts approximately one quarter of all arrivals in India but as international tourists become increasingly aware of other regions it has faced tougher competition


2005 2006 2007 2008 2009 2010

5651

545246

40

131115141211

Rajasthan India

International Tourists Arrivals (Lakhs)

28 26 27 28 22 23

Percent of international tourists in India visiting Rajasthan (%)

7

Jaipur remains one of the major tourist destinations in the region

As a city in the Golden Triangle, and with its extraordinary culture and h istory, Ja ipur ho l d s a p rom inen t position in Rajasthan, attracting more than one in three of the international tourists visiting the region.

2005 2006 2007 2008 2009 2010

1311

151412

11

434543

Jaipur Rajasthan

27 33 36 27 27 31

% of international tourists in Rajasthan visiting Jaipur


International Tourists Arrivals (Lakhs)

8

Contents


Key findings

1

2

3

4

Survey results


5 Methodology

9

Almost 60% international tourists come from Europe and spend over $200 in Jaipur during an average stay of 2.8 days

Almost 60% of international tourists come from Europe. France and the United Kingdom are the major contributing countries.

The average stay of international tourists is 28.7 days in India and 2.8 days in Jaipur.

The average spend of an international tourist is US $2,118 in India and $207 in Jaipur.

Heritage pink city is the main tourist attraction in Jaipur.

Source: Jaipur International Tourist Survey 2011

1

2

3

4

Key findings of the survey - 1/2

10

Textiles, handicrafts and jewelry are the major shopping draws for international tourists in Jaipur

Textiles, handicraft and jewelry are the major shopping draws for international tourists.

The majority of international tourists stay in 3 star and guest house accommodation

Price is the most important criteria in choosing a hotel. It is followed by location and cleanliness.


Key findings of the survey - 2/2

5

6

7

11

Contents


Key findings

1

2

3

4

Survey results


5 Methodology

12

The large majority of tourists visiting Jaipur arrive in Delhi

With its airport capturing 80% of the arrivals of international tourists visiting Jaipur, Delhi clearly constitutes a strategic advertisement area for stakeholders of the tourism industry.

New Delhi airport, main railway stations, ISBT, Bikaner House bus station, and Delhi-Jaipur highways should be highly considered to promote the unique experience offered in Jaipur.

1%8%

11%

80%

New Delhi airportMumbai airportOther airportNot arrived by plane

Entry point for international tourists coming to Jaipur, n=107


13

Guide books, internet, and friends and relatives are the main sources of information used by an international tourist when planning their trip to Jaipur

A strong presence in guide books appears to be a prerequisite for success as more than two thirds of the i n t e r n a t i o n a l t o u r i s t surveyed declared using them when planning their trip.

Guide books

Internet

Friends & relatives

Travel agencies & operators

Brochures

Magazines 5

6

24

42

47

70

Sources for planning the trip, n=107


14

Foreign tourists tend to make an extended stay in India generating high revenues for the tourism industry

18%

15%

20%

31%

16%

< 2 weeks 2 to 3 weeks3 to 4 weeks 4 to 5 weeks> 5 weeks

12%

24%

15%

31%

18%

< 24 25 - 4950 - 99 100 - 199> = 200

Time spent in India by International tourists, percent of respondents, n = 101

Expenditure ($) per day, percent of respondents, n = 66


15

Tourists stay on average almost 3 days in Jaipur, and spend around $207 in the city

Location Average stay (days) Average spend ($)

India 28.7 2,118

Jaipur 2.8 207

With such a short average stay, stakeholders must make every effort to increase the visibility of their services if they are to tap into this market.

Time and money spent in India by International tourists


16

Accommodation is the largest single expenditure for foreign tourists in Jaipur

11%

13%

21%19%

35%

Accommodation Food and beverages Transport inside IndiaVisit to cultural sites & entertainment Shopping

O n a n a v e r a g e , accommodation represents o n e t h i r d o f a n international tourists’ total budget.

Food and beverages, and transports represent each a round 20% o f the i r expenditures.

Distribution of international tourists’ expenditure, n = 63


17

The majority of international tourists stay in cheaper accommodation and make their booking independently, either with the hotel or via the internet

31%

31%

16%

11%

11%

Heritage hotels5 star and above4 star3 starHotel/Guest House

4%3%

22%

38%

7%

26%

Travel AgenciesTour OperatorsDirectly with the hotelInternetAt the stationOther

Accommodation by type, n = 107 Methods of booking accommodation, Number of respondents n = 107


Price, location, and cleanliness are the top three factors influencing international tourists’ choice of hotel

Price

Location

Cleanliness

Comfort

Brand 16

41

60

61

65

Whilst hotel brands do not feature prominently in the decision making of international tourists, the arrival of major chains like Marriott in Jaipur is likely to alter their preferences.

Main factors influencing international tourists’ choice of hotel (%), n = 107

18Source: Jaipur International Tourist Survey 2011

19

Almost half of all transport bookings are made through travel agents and tour operators while internet bookings remain relatively low

8%

12%

8%

2%

25% 7%

38%

Travel agent Through hotelAt the station Did not book yetTour Operator InternetOther

Over one third of international tourists book their transport with the travel agent.

25% tourists even go directly to the station and book on the spot.

There is a clear lack of internet booking facilities for local travel.

It is very difficult to book travel online for international tourists due to the lack of payment options.

Method of booking transport, n = 107


20

The city’s cultural sites are the overwhelming attraction for foreign tourists while its shopping opportunities feature strongly

There is an absence of evening entertainment that could increase tourist expenditure in the city and create a more diverse experience.

Developing leisure and entertainment activities could be a way for Jaipur to differentiate from other cities in Rajasthan.

Major activities for international tourists (%), n = 107

Visit to cultural site

Shopping

Bars

Theatre/Cinema

Others

Yoga/Mediation 4

5

11

14

62

97


21

Textiles are the favoured purchase of international tourists, with handicrafts and jewelry also being popular

Despite Jaipur’s reputation as a centre for the gem and jewelry trade, textiles are by f a r t h e m o s t c o m m o n purchase for international tour i s ts re f lec t ing the i r quality, price and ease of transporting on multi-city tours .

Buying preferences for international tourists, n = 63

Textiles

Handicraft

Jewelry/Gems

Food/Spices

Carpets

Others 1

5

18

21

22

44


22

While international tourists consider Jaipur safe and people friendly, they also find it crowded, noisy and dirty

Totally Agree Agree Neutral Disagree Totally disagree

International tourist perceptions of different aspects of their experience, n = 107


Goods restaurants are available

Prices are expensive

It has a pleasant weather

People are friendly

It is a safe place

It is easy to move inside the city

It is a polluted city

It is too crowded

It is a noisy city

It is a dirty city

23 37 33 6 1

9 11 45 34 1

21 47 22 9 1

20 63 16 2

21 58 20 2

12 46 20 21 2

21 41 24 12 1

10 38 27 23 1

26 41 26 7

22 36 28 13

2

23

7.67 is the average grade given to the overall visit to Jaipur

The average grade international tourists gave to their experience visiting Jaipur is 7.67.

96% of foreigners interviewed would recommend to visit Jaipur.

5%

15%

36%

32%

10%2%

5 6 78 9 10

Jaipur’s overall rating on a scale of 1 to 10, n = 107


24

Contents


Key findings

1

2

3

4

Survey results


5 Methodology

25

We have highlighted the main implications from our survey for each of the major stakeholders in Jaipur’s tourism industry

Government

Hotels

Restaurants & Bars

Retailers

Travel Agents & Tour Operators

Government plays a crucial role in providing infrastructure, enforcing standards and setting the city’s tourism strategy

With around 60% of international tourists perceiving Jaipur as ‘dirty’ and ‘polluted’, measures to improve air quality and sanitize public spaces could reap dividends for the city’s international appeal.

With 74% of respondents describing Jaipur as ‘noisy’ and 49% as ‘crowded’, strategies to improve mobility around the city and to reduce traffic near prime cultural sites would improve the experience of international tourists.

With an average stay of only 2.8 days, reducing journey times between Jaipur and other cities in the region could increase the likelihood of a visit as well as extending time spent in the city. This would create increased opportunities for Jaipur’s tourism industry to generate extra revenue.

As more and more international tourists use the internet as their primary resource for planning and booking their holiday in India, providing online reservation and payment facilities for public transportation and cultural sites should be a priority.

With international tourists regularly complaining of being hassled by vendors and touts and being subjected to attempted scams, better enforcement by public authorities could improve the visitor experience.

26

Government

Hotels

Restaurants & Bars

Retailers


1

5

4

3

2

Hotels will need to adapt to the booking practices of independent travelers and provide a more diverse range of entertainment to attract more international tourists

27

With 70% of those surveyed using guide books to plan their trip, having a presence in this ‘go to’ resource for international tourists is paramount.

As only one third of international tourists booking their accommodation via tour agents and operators, an online presence and the ability to book directly over the internet is increasingly important as more visitors plan their trip independently

Cleanliness and price are the overriding priorities of international tourists when choosing their accommodation.

A location close to the main cultural sites is important given the short length of stay of international tourists.

With night time activities barely featuring in our survey, hotels could boost their revenues from international tourists by providing late night dining, drinking and entertainment.

With Delhi Airport acting as a gateway for 80% of international tourists that come to Jaipur, the capital’s transport hubs, cultural sites and hotels appear to be a strategic place for promoting a stay in Jaipur.

Government

Hotels

Restaurants & Bars

Retailers


1

5

4

3

2

6

The city’s bars and restaurants could attract more international tourists

Because guide books are the primary source for planning a stay in Jaipur, a presence in this popular resource is the primary generator of international tourist business for bars and restaurants in the city.

With cleanliness a major concern for international tourists, having high hygiene standards and effectively communicating these standards to foreign tourists would be a good way for restaurants to attract international clientele.

While the majority of international tourists are content with the number of restaurants in the city, bars and other evening activities barely feature in their stay. Increasing the range of evening leisure activities targeted at the international tourist market could be lucrative for the hospitality sector.

28

Government

Hotels

Restaurants & Bars

Retailers


1

3

2

Providing products that are suitable to the international traveler and raising the standard of business conduct could boost tourist spending in the city

60% of international tourists list shopping as a major activity during their stay in Jaipur however, it represents only 11% of their average expenditure. It clearly demonstrates that there is room to generate increased revenues from this activity.

With a short average stay, the proximity of retailers to prime cultural sites and hotels as well as their presence in guide books are an important factor in generating international tourist revenues.

Furthermore, as Jaipur only features as a short part of a wider trip around the region and /or India, goods that are both durable and compact are more likely to capture the interest of international tourists.

With some international tourists reporting being subject to attempted scams by retailers, an industry code of conduct with an identifiable logo for participants could attract international tourists to the majority of retailers who comply with ethical business practices.

29

Government

Hotels

Restaurants & Bars

Retailers


1

4

3

2

Local travel agents and tour operators must adapt to withstand increasing competition from the entry of organized players

With international tourists increasingly booking transport and accommodation through the internet, local tour operators and travel agents will need to increase their online presence.

As local travel accounts for almost one third of an international tourist’s daily budget, travel agents and tour operators will need to ensure that pricing is competitive and communicated clearly.

As organized players enter the sector, local travel agents and tour operators will face stiffer competition. Obtaining internationally recognized status such as IATA membership will increase the confidence of international tourists when booking with local agents.

30

Government

Hotels

Restaurants & Bars

Retailers


1

3

2

31

Contents


Key findings

1

2

3

4

Survey results


5 Methodology

32

We interviewed 107 international tourists in Jaipur with a structured questionnaire

SampleA cross - section of

countries all over the world

107Number of tourists

interviewed for survey

7Number of Tourists destination covered

fdefds

Tools

Face to face interviews with International

Tourists

Jaipur

Face to face interviews with International

Tourists

33

Respondents had a diverse profile including men and women from various occupations and age groups

66%

24%

10%

Under 20 20-40Above 60 40-60

47%53%

MaleFemale

15%

5%

12%

1%7% 16%

44%

Business Government workRetired HousewifeStudent Currently unemployedOther work

36%

6%6%6%6%

19%

21%

UK FranceUSA NetherlandsAustralia GermanyOthers

Ag

e d

istr

ibu

tio

nG

en

der

Occ

up

ati

on C

ou

ntrie

s

Respondent’s profile

Acknowledgments

Kanvic would like to acknowledge those people who have designed, conducted and carried out the Jaipur International Tourist Survey, as well as written and refined the final report. Special thanks to...

34

Antonin Benisti

Gehan Wanduragala

Shiv Kumar Sharma

Adele Fondeux

Maxime Assedo

Kanvic is a management consulting firm helping businesses develop winning strategies, drive profitable growth

and achieve operational excellence to reap long lasting rewards in fast growing Indian economy. We work with C-

level executives to develop innovative solutions for business challenges of 21st century India by bringing in leading

edge management thinking informed by in-depth research and sound analysis.

Contact

www.kanvic.com

Jaipur

Deepak Sharma

M: +91 99283 77800E: [email protected]

Bangalore

Ravindra Beleyur


London

Bharat Vagadia


About Kanvic

http://www.kanvic.com

http://www.kanvic.com

mailto:[email protected]






jaipur international tourist survey final 170511 (1)

Documents

indias tourism industry

ministry of tourism

domestic tourism industry

tourism rs

tourism landscape

lakhs of foreign tourists

largest service industry

jaipur rajasthan27