tourism marketing in chennai 2

8/13/2019 Tourism Marketing in Chennai 2

1/34

TOURISM MARKETING IN CHENNAI

EXECUTIVE SUMMARY

Tourism Industry is one of the fastest growing industry in the world with an average

GDP of 11.6%. Changing lifestyle of the people because of a sudden increase in their income

levels accredited to the opening up of the economy and Multinational Corporation has led to

the steep growth of tourism industry in India. Tourists attention is shifting from established

destinations such as European countries to emerging destination such as Asia-pacific

countries. Travel barriers have been broken and there is a flow of free trade. Tourism has

become multiple activates focused with the integration of shopping and recreation,

entertainment and education and culture and meeting/business center development.

India a subcontinent sprawling several hundred kilometers, with population over

nine hundred million, is undoubtedly the largest democracy in the world with a thousand year

old civilization. The project provides an outlook to the various reasons for India Being such a

sought after tourist destination.

A few suggestions about development of tourism in India have been market in the

project such as planning, organizational structure, business process reengineering,

information systems, operations management, marketing strategy formulation, environmental

impact assessment and project management.

Besides tourism industry as a whole a study has been made about Tourism

Corporation of Chennai Limited. An overview of the organization and its policies and above

all an attempt has been made to perform a SWOT analysis for both the industry at the macro

level as well as for the origination at the end of the project study.


2/34

1.1INTRODUCTION:

DEFINITIONS OF TOURISM INDUSTRY

Tourism

Tourism is the totality of the relationship and phenomenon arising from the travel and

stay of strangers, provided the stay does not imply the establishment of permanent residence

and is not concerned with the remunerated activities.

Who is Tourist?

Before we precede any further we need to define a tourist for our study. The most

suitable definition we came across is given by the United Nations. This definition is generally

followed by all the countries in compiling their tourist statistics and is not based on

motivation but on an economic concept.

"A Tourist is a temporary visitor to a country other than the one in which he usually

resides for any reason other than following an occupation remunerated within the country

visited." It is further elaborated that the temporary period should not be less 24 hours. There

is considerable cross border day traffic amongst many groups of neighboring countries. Such

visitors are defined as Excursionists. On the above lines it has been argued that if pleasure

and recreation have become the main motivation of present day tourism then why should

visitors who whose main purpose is to conduct business, attend a conference or see relatives

and friends be considered as tourists ? The answer is that a visitor to a conference or one who

has come for a business purpose in his spare time also behaves like a 'pleasure1 tourist. He

goes on sightseeing and shopping trips, visits clubs and bars, and so on. The determining

factor is whether the visit is being paid for in foreign currency or from within the country.

The above definition can be vastly different from what we generally perceive.

However, when the facts and the figure are calculated as to the number of people visiting a

country, the above definition is taken into consideration.


3/34

1.2 Scope of the Study:

Which type of customer is a tourist?

No formal definition could be found but their exist a debate on the profile of the

tourist. One of the classifications given by Aderholt says that there are three major types, they

are -

Type 1 is your conventional beach holiday maker who seeks sun and sand, shuns

contact with the locals, and heads for organized package tours and club vacations.

Type 2 combines sightseeing with some bathing in seas or lakes, is reasonably

curious but not overly interested in local culture, and also prefers organized packages.

Type 3 is the 'alert, independent travelers' who is eager for new impressions and

experiences, as well as social and culture contacts. He or she prefers small hotels typical of

the host country's architecture and materials, and arranges trips on an individual basis, not

through charters or packages. These travelers are also often richer, better educated and

married. Now India has to decide which type does it want to attract and thus structure its

resources for the same.

OBJECTIVES

The objective behind our undertaking this project is:

To have knowledge about the Marketing of the Tourism industry in India.

To provide an outlook both the people already in the industry as well as for any

entrepreneur who wants to enter the industry.

To have an in- depth knowledge about the working of the tourism industry in India

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

benchmarks for the industry to realize its full economic potentials.

1.4 IMPORTANT OF TOURISM:

Persons traveling for pleasure, health and domestic reason.

Persons arriving in the course of sea cruise.

Persons traveling for business purpose.

Persons traveling for convention.


4/34

1.4 RESEARCH METHODOLOGY

RESEARCH DESIGN

The design chosen for this project was DESCRIPTIVE RESEARCH DESIGN .

Which is used when the purpose of the research is to?

Describe the characteristics of the certain groups. Estimate the proportion of the people in a specified population who behave in a

certain way.

Make specific predictions.

RESEACRH INSTRUMENT

The research instruments used for the project are.

Questionnaires Personal Interview

SAMPLING METHODS

The sampling method used was Probability Sampling, under Simple Random Method was

used.

SAMPLE SIZE: 100

SAMPLE AREA: Chennai Region


5/34

CHAPTER 2:

Definitions followed in India and across the world

International Visitor

An international visitor is any person visiting the country on a foreign passport and the main

purpose of visit is other than exercise of an activity remunerated from within the country or

establishment of residence in the country. This definition covers two segments of visitors

'tourist and same day visitors'.

Foreign Tourist

A foreign tourist is a person visiting India on a foreign passport, staying atleast 24 hours in

the country, the purpose of whose journey can be classified under on of the following

headings.

Leisure

Business, family, meeting.

International definitions

Forms of Tourism

Domestic Tourism: Involves resident of a given country traveling only

within this country.

Inbound Tourism: Involving non- resident traveling in the given country.

Outbound tourism: Involving resident traveling in another country.

Internal tourism, which comprises domestic tourism and inbound tourism.

National tourism which comprises demonstration outbound tourism. International tourism, which consist of inbound tourism and outbound tourism.

Basic Tourism units

All types of travelers engaged in tourism are described as visitors. Therefore the term

visitor represents the basic concept for the whole system of tourism statistics.

Travelers


6/34

Visitors

Other travelers

Also tourist are overnight visitors while the rest are same day visitors.

International visitors

For statistical purpose the term international visitor describes any person who travels

to a country other than that in which he or she has usual residence but outside his / her usual

environment for a period not exceeding 12 months and whose main purpose of visit is other

than exercise of any activity remunerated from within the country visited.

History of Tourism Industry

It is difficult for us to have command on the cyclic movement of fashions, needs,

requirements and the lifestyles. The law of nature, which forces us to welcome a change, of

course, influences the process of change. If we delay, the seeds of dissatisfaction and

monotony get a conductive nexus for their germination and development. Hence to control or

regulate the process, we allow a change which influences our decision-making behavior and

forces us to welcome a change of place. It was against this background that the travelling was

transformed into a business and of late is an industry. The process of transformation has

witnessed number of ups and downs in almost all the areas. Right from the very beginning of

culture and civilization, we find the process of change continuing, of course as a pilgrimage.

There is no doubt in it that the Roman Empire injected life, strength and the continuity to

travelling and therefore the credibility for the development of tourism industry ultimately

goes to them.

The fall of Roman Empire resulted into downfall of tourism, at least till the end of

Middle East. The available facts reveal that Roman evinced interest in visiting temples,

shrines, festivals and baths for health and amusement. The contours of Development

underwent radical change atleast till the 15th century. The trade and commerce along with

religious activities gained the momentum but till the beginning of industrial revolution,

tourism continued to remain the matter of pilgrimage. Of Course a number of developments

took place between 15l and 18l centuries. Specially In the industrial world which raised the

significance of specialization or expertise for excelling competition. This motivated the elite

of the society to go abroad for enriching the knowledge, speeding up the learning cycle


7/34

developing the excellence and making possible cross fertilization of thoughts and ideas. By

the turn of 19lh century, we find multifaceted development in transportation,

communication and, technological sophistication, which energized the process of industrial

transformation. The tourism started developing as a business and the professional Travel

agents started taking part in the process. With the beginning of the 20lh century the process

of invention and innovation stated gaining momentum which made ways for the development

of infrastructural facilities and further added new dimensions in tourism business. No

doubts, the World War I and World War II obstructed the flow of development but the

second half of the 20th century proved to be golden age, since almost all the countries of the

world started patronizing tourism as an important economic activity.

Thomas cook was of the view that beauty is for the people. The opinion of n Mr.

Cook generated new dimension in the tourism business, which paved copious avenues for

development of tourism as an industry. We can't deny that since the time immemorial travel

has been first choice of masses , the qualitative improvement in the process could take place

with the participation and co-operation of leading global organization , such as WORLD

TOURIST ORGANISATION, PACIFIC AREA TRAVEL ASSOCIATION,

INTERNATIONAL UNION OF OFFICIAL TRAVEL ORGANISATION or so With the

development of a broader concept, the essence of Tourism further distilled and it was more

holistic approach because in the general theory of tourism, Walter Hunziker and Kurt Kraph

(1942) considered it both a human As well as economic activity. In 1974, Burkat and Medlik

again brushed up this approach since they viewed tourism as a composite phenomenon

embracing a whole range of different relationship between traveler's and the host population.

The fun and excitement, no doubt, gained the momentum with the holistic approach. This

New approach made possible development of traveling business as an industry. The

Policy planners as well as the environmentalists pinpointed the side effects of

manufacturing industries remained the only solution to strike a balance between ecology and

industry. The traveling business that was transformed into an industry was found

efficacious in delivering goods to the socio-economic molecule and the multiplier

effects could be extent. .Almost all the countries started exploring new devices for generating

foreign exchange to fulfill their multi-dimension socio-economic requirements.

The intensity foreign exchange requirement was found at its peak and the tourism

appeared to all of them an important source to be tapped optimally.


8/34

In the face of succulent benefit, the developed, less developed and even the

Developing countries started assigning due weight age to the tourism industry in their

national development agenda. We agree with this view that with tremendous Socio-economic

potential, the tourism industry is considered to be an economic bonanza which paves avenues

for the Development of a number of allied Industries, such as hotel, communication, banking

transportation, trade and commerce or so. In addition, we also consider tourism a potential

source for making possible world peace through mutual appreciation and international

understanding.

In the Indian perspective, we find Seventh Five Year Plan as watershed in the

Development of tourism industry. For the first time, the vast potential of tourism as a foreign

exchange earner and generator of employment opportunities was recognized.

Several policy initiatives were taken to develop the tourism sector In the development

of tourism, the public sector has made a significant contribution. Of late, the industry is

equipped with a reasonable infrastructural base and is poised for a self-sustained growth. The

future growth of tourism is required to be activated with the support of the private sector. The

strategy for the development of tourism is required to be designed on the basis of low-cost

economy, higher level productivity, efficiency in the use of infrastructure and sophisticated

tourist facilities.

In the Eighth Five Year Plan(1992-97), the special tourism areas have been selected

and in the Ninth Five Year Plan(( 1997-2002), we took forward the energizing the process of

development but the image problem is found complicating the task of Professionals. In the

business world, we need more professional excellence to make an assault on the image

problem and it is in this context that we make a strong advocacy in favour of conceptualizing

innovative marketing with help of world class professionals. We have tremendous

opportunities and the professional excellence would make ways for capitalizing on the same

optimally.


9/34

An Industry Overview

Tourism is one of the world's fastest growing industries at present and holds the status

of the world's No.l industry. There is currently an estimated 500 million international

travelers worldwide. The figure is expected to rise to 660 million by the end of the year 2002

Ad. The tourism industry as a whole is presently estimated to earn over US$3.5 trillion world

wide creating a job every one of those direct jobs creating another 11 indirect ones. Spending

on tourism amounts to 5%-10% of total consumer spending in a year, worldwide.

India's share of the total market is a 0.51%. Nevertheless, tourism has the distinction

of being the third largest export industry after gems and jewellery and readymade garments in

India. The significance of tourism in terms of employment generation Is rising too. In 1996-

97,direct employment in the sector was estimated at about seven to 9.1 million people,

accounting for around 2.4% of the total labor force. Tourism has now come to occupy a

strategic position and in the near future will be a real money-spinner.

Challenges faced by the Global Tourism Industry

At present the global tourism industry faces the following issues and challenges :

There is increasing competition from developing countries within the Asian region

such as to gain a market share of the tourist industry. At the same time, well - known

industry players such as Thailand, Hong Kong and Singapore are launching

aggressive promotions to attract tourists particularly from Europe.

As the won, yen, baht and rupiah suffered the regional currency crisis, there will be a

decline in tourist arrivals from South Korea, Japan, Thailand and Indonesia.

Tour operators face financial constraints due "to the slowdown in tourist arrivals and

tight credit situation. Feedback from the industry indicated that 85 per cent of tour

bookings for September to December 2002 were postponed or cancelled. At the same

time, there is a decline in outbound travel. The earnings among tourism related

companies are forecasted to drop sharply by about 30 per cent to 40 per cent for the

fiscal year 2003-04. Small- sized travel agents that concentrate purely on ticketing

and outbound travel are facing cash flow and capitalization problems.

Low tour booking continue to be recorded for the first quarter of 2002 because of the

uncertainty that the haze might recur.

Foreign tourists are concerned about their personal safety when traveling in the

region.

The hotel industry is facing an oversupply of hotel rooms particularly in the Klang


10/34

VALLY. In 2002, the number of hotels had increased to 1,365 and over Exceeded the

target of 1,340 hotels by the year 2004.

There is a tendency for taxi operators to overcharge foreign tourists.

Past experience in promotions indicated a direct correlation between expenditure on

promotions and tourist arrivals. So it is necessary to focus more on increasing

promotion expenditure so as to increase tourist internationally.

Features of Tourism Industry

For making the marketing decision effective, it is pertinent that the tourist

Professionals are well aware of the silent features of the tourism product. This would help

them in many ways.

1. Tourism Product is highly perishable.Perishability is an important factor that influences the decision-making behavior of

the tourist professionals. The product is used just when it is offered and therefore, if it

remains unused, the chance lost, the business is lost .If the tourist don't visit a particular

place, if the seats in hotels, aircraft remains vacant the Business is lost .This makes the

product highly perishable and make it essential that the tourist professionals make the best

possible efforts to promote the services in such a fashion that opportunities never remain

untapped.

2. The tourism is a service product

We find services the only product used and sold in the tourism industry This makes it

essential that the tourist Professionals assign due weight age to Creative marketing strategies

which are found proactive. This level of judgment And knowledge possessed by the

individuals and related to tourism reflect on the satisfaction derived by the tourists after

visiting a place. In this context, the marketers need to, are high performers, personally

committed, imaginative and so. This helps them in capitalizing on the opportunities

optimally.

3. Intangibility complicates the task of marketers

We are well aware of the fact that tourism is a multi-segment industry in which the

transportation and accommodation services constitute a place of outstanding significance

.The tourist Professionals find it difficult to persuade the users by displaying the seats in the


11/34

aircraft and the bedrooms in the hotels. The users first use and then come to know about the

quality.

4. The services are for pleasure

It is right to mention that the tourism services are used by the tourist to enjoy. By

Visiting tourist resorts, spots, sites, beaches, they get pleasure. We also find the services

instrumental in enriching the knowledge bank of tourists or the crazy persons use the services

to taste the flavor of adventure, This makes it significant that the tourist organizations make

the centers attractive by adding additional Attractions.

5. Users are supposed to visit the centre

For availing the services of the tourism industry, it is pertinent that the users visit the

physically. The users are supposed to come all the way to the spot. This necessitates setting

of Product features in a right way.

6. Adequate infrastructural facilities for the tourism product

No doubt that almost all the industries need infrastructural support, but the tourism

industry can't exist if hotels, transportation services are found non-existent. Thus we find

infrastructural facilities essential to improve the quality of services. Efficient transportation

facilities, hygienic hotel accommodation, sophisticated communication services are some of

the key infrastructural facilities add attractions to the tourism services.

7. The users are a heterogeneous group of people

It is important to mention that the tourism users come from different regions, income

groups, sections, age groups, genders, professions or so. This makes it essential that the are

families with the different groups of people using the services.

8. Foreign Exchange Earner

Travel & Tourism has emerged as the largest export industry in the world and India

has share in this prosperity. Its foreign exchange earning from tourism went up from Rs. 32

crores in 1974-75 to Rs. 11000 crores in 1997 at current prices. Travel & Tourism is the third

largest foreign exchange earner in the country next to Germs & Jewellery and Textile and

Garments. If one were to ignore its negligible import content, tourism would rank even higher

than the other two in terms of net foreign exchange earnings.


12/34

9. Employment Generation

Foreign exchange earnings, apart, the Travel & Tourism sector's potential for

Employment generation is immense both in terms of numbers and cost Effectiveness. Travel

& Tourism provided direct employment to 8.5 million people, accounting for 2.4% of the

labour force, in 2000-01.The figure went up to 9.1 million in 2001-02.Indirect employment

was of the order of 21.4 million. Compared to agriculture, which generates 44.7 jobs per

million rupees of Investment, tourism notches up 44.7 jobs for the same investment.

Tourism In Asia

Over the last decade, the Asia region has been the fastest growing tourism region in

the world. Tourism is one of the most important sectors in a large number of Asian countries.

Increase in economic growth, disposable income and leisure time, political stability, and

aggressive tourism campaigns, among other factors; have fueled the significant growth of

tourism. It reviews the growth and development of the tourism industry in the Asian region.

The future outlook is bright for the tourism sector, and the region is expected to maintain a

high rate of growth well into the next century.

1.Tourism Growth Factors

A Number of factors are responsible for the rapid growth a development of the

tourism industry in the Asian region. These include the strong economic growth, increase in

income breakdown of political, barriers, easing of travel restrictions, liberalization of air

transport, and focused marketing campaigns. These factors are expected to accelerate the

growth of tourism over the next decade.

2.Economic Growth

The rapid growth for the tourism industry is a reflection of the region's booming and

diversified economies. Economic growth has ranged between an average of 6% to 9% in the

last decade, in contract to 3% to 4% growth achieved by the rest of the world. Only the

industrialized countries of Australia, Japan, and New Zealand show a lower rate of growth

than the rest of the region. China, which has achieved double-digit growth over the last 5

years, is poised to become one of the world's largest economies and surpass Japan in the next

decade. The region is expected to maintain its growth at a rate between 6% to 8% over the

next decade (IMF 2001) Strong economic growth in Asia is attributed to a focus on market

reforms, export oriented industries, stable currencies, diversification of the economy, and


13/34

massive injection of foreign capital. Billions of dollars and being poured into the tourism

infrastructure to accommodate a burgeoning Asian tourism industry. This has intensified

trade, investment, and travel within the region and with the rest of the world. Asian

governments have also sought to avoid extremes of inflation and unemployment, and are

keeping budget deficits small or running surpluses. It is no wonder that the region has

attracted much attention from the rest of the world regarding its success. The opening up of

Indochina, Myanmar, and China to tourism, and given the increasing number of companies

setting up bases and new businesses in the region the volume of business travel will rise. This

will provide ample marketing opportunities for travel-related business.

3. Increase in Income and Leisure Time

As a result of strong economic growth, disposable incomes have soared in Asian

countries and along with it, the propensity to travel. Leisure consciousness has been enhanced

with travel no longer seen as a luxury. In fact, it is now seen as an affordable commodity to

be enjoyed by all who choose to engage in a variety of leisurely pursuits. Some Asians may

see travel as a status symbol, while others see it as relief from the pressures of work. The

introduction of a 5-day workweek in China will provide Chinese residents with more leisure

time that will likely be devoted to travel. A number of Asian countries have recorded

significant growth in real per capita income over the last year with Singapore (7.3%)

Thailand (6.8%), China (10.3%), 5. Korea (6.7%), and Indonesia (7.1%), Showing the

highest growth (IMF 2001). Rising incomes have created a middle class of .sophisticated and

affluent Asians who are better educated, have more disposable income, and who appreciate

the value of leisure.

Although price conscious, they still demand high qualify products. Since Asians are

more likely to travel in groups and families, more travel products and services, such as tour

packages that incorporate activities, must be designed to cater to their needs. His may include

travel to exotic places, soft-adventure travel, cruises, and sports related tours, amount others.

Disposable incomes will continue to rise, and thus fuel the demand for leisured travel. The

trend among

Asian countries is towards more frequent regional holidays to various destinations and resorts

within the region.

4. Liberalization of Air Transport

Traditionally, Asian countries have safeguarded their national flag carriers to protect


14/34

them from foreign competition. However, the situation is changing as governments realize

that such restrictive policies are counterproductive to tourism. Singapore and Taiwan have

already signed open skies agreements with the United states and similar agreements are

expected between the U.S. and Malaysia, S. Korea and New Zealand. Liberalization of air

transport will only serve to enhance trade and tourism growth in the region. It will to lead to

more multilateral open skies agreement between countries.

In other parts of the region, Thailand and Middle-East are showing more tourism growth as a

result of liberalized internal aviation policies. Indonesia, the Philippines and south Korea

have followed suit with similar aviation policies. Indonesia's limited open skies policy invites

foreign airlines to fly to new international destinations and participate in code sharing

agreements with Indonesian airlines.

5. Future Outlook

The Asian region will still maintain its status as the fastest growing region in the

world and most forecasts point to the region's healthy long-terms prospects. The WTO'S

(1996) forecast reveals the region emerging as the world's number two region behind Europe

in 2010 with 229 million international arrivals, growing at an annual rate of 7.6%. The rapid

growth of tourism will create new marketing opportunities in the cruse line industry,

timesharing, meetings market, while China has the potential to be the next major visitor

generating market. Major events that have boost the status of the region include the

Cummonwealth Games in Malaysia in 1998 and soccer's World Cup in Korea and Japan in

2002. Forecasts by the World Travel and tourism Council (1995) for the Asian region reveal

that by the year 2005, travel and tourism will generate US$1.9 trillion in gross output, and

account for 11.6% of GDP. Further, the industry will create and additional 105 million new

and indirect jobs. To support this growth, US%553 billion in capital investments will be

needed for the infrastructure and superstructure.

Strong Economic growth will continue to increase disposable incomes and stimulate

the desire to travel. This will increase the demand for air travel, which is expected to grow at

an annual rate of 8.6% till 2000 and 7.1% from 2000 to 2010. By 2010 the Asian region will

control half of the world's total passenger traffic. Japan will dominate the traffic with over 90

million passengers, followed by Hong Kong China, and Singapore. The fastest growing travel

markets by 2004 wil be Vietnam, China, Taiwan, Indonesia, and Thailand (Air Transport

Action Group 1995). To accommodate the demand for air travel, airlines in the region will

take delivery of more than US$100 billion worth of aircraft. As of March 1996, Asian airlines


15/34

had firm orders and options for a total of 575 aircraft (Muqbil 1996). New airports are

opening In Hong Kong, Korea, and Malaysia, while expansions in Singapore and Indonesia

will help to alleviate capacity and congestion problems. Billions of dollars will be spent in

capital investments to meet the increasing demands of a burgeoning tourism and hotel

industry. Joint promotions and alliances between NTOS and the private sector, will create a

stronger collective tourism product that will increase arrivals and enhance tourism growth

Finally, the recent devaluation of the regional currencies will also have major implications for

the tourism industry In the region. Inbound travel will increase, as visitors will be attracted by

the higher purchasing power in countries where currencies have been devalued. More

specifically, visitor expenditures will increase as a result of a higher length of stay and

attractive prices. In the short term, devaluation may have some negative impact on outbound

travel and operating costs, but the long-term benefits will outweigh the costs.

Tourism Marketing:

In tourism marketing a destination is being marketed. Once a destination is shall to a

customer or customer group, everyone who is providing the service in relation to tourism gets

benefited. A destination can have a large variation of products or benefits to offer and a

unique combination of features that cannot be duplicated elsewhere. The question that arises

is how is one to attract tourists to Chennai an industrial hub of India had nothing as

glamorous as the Taj Mahal or the backwaters of Kerala or the beautiful landscapes of

Kashmir to talk about. This was the task faced by TGCL in 1975 i.e. how to develop and

promote tourism in the state and maintain and strengthen the existing tourist infrastructure.

A clear perception of tourism marketing requires a brief analysis of marketing. We

are well aware of the fact that there have been fundamental changes in the traditional concept

of marketing which has been influenced by the multidimensional changes in the business

environment. A transformation in the attitudes, lifestyles and expectations is the result of a

number of developments. Professionalism paves the ways for expectations which opens

doors for quality generation vis--vis competition. Almost all the organizations producing

goods or generate services have no option but to assign an overriding priority to quality

Gradation that requires innovations. This necessitates change in the concept marketing, which

determines its functional boundaries. We find satisfaction of users the focal point around

which all the functional areas of marketing cluster. While clarifying the perception of tourism

marketing, 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 services to the


16/34

tourists rich help In satisfying them and the third positive contributions of tourist

organizations to the process of social transformation and ecological balance.

We consider marketing a human activity that direct the flow goods and services from

producer to consumer or users. Kolter finds marketing a social and managerial process by

which individuals and groups obtain what my need and want through creating and

exchanging products and value with others In view of the above, the following points emerge

regarding tourism marketing:

Tourism marketing is process of creating a product or providing a service.Tourism

marketing comprises fact finding, data gathering, analyzing (marketing research),

communication to inform and promote (Promotion), ensuring and facilitating sales, selection

of marketing planning (distribution), Coordination, Control and evaluation (marketing

planning and auditing), developing Professionally sound personnel(people).

Tourism marketing is an integral effort to satisfy tourists and more so, it is a Device to

transform the potential tourists into the actual tourist.

Tourism marketing is the safest way to generate demand, expand market and Increase

the Market share.

Tourism marketing is a managerial process to promote business activity directed at

satisfying the needs id wants through exchange processes. The American Marketing

Association defines marketing as the performance of business

Users of Tourism Services

We find difficult categories of users availing the services of tourist organization. We

find classification of different categories which would help the tourism Professionals in

studying and identifying the level of their expectations vis--vis their behavioral profile.

General : Students, Executives, Artists, Politicians, Cine Artists

Sex : Men / Women

Region : Rural, Urban

Education : Literate, Illiterate

Status : Rich / Poor

Profession : Executives, Academics, Artists and Sportsmen

Occupation : While Collar (Clerical), Blue Collar(Manual)

Non Users : Personas not interested in using the services are known as non-


17/34

users. They lack willingness, desire and ability and therefore, the level of income ore even the

availability of leisure hour is not to influence them.

Potential users: We also call them prospects or the prospective users. They have willingness

but the marketing resources have not been used optimally for influencing their impulse. They

bear the efficacy and the marketing professionals are supposed to capitalize on their

potentials by using creative promotional measures.

Actual users : Persons already using the services generated by the tourist organizations are

known as actual users.

Occasional users : Users availing the services occasionally but nor forming the habit to

travel are known as occasional users.

Habitual uses : Users forming a habit and availing the services regularly are known as

habitual users.

Market Segmentation for Tourism

The behavioral scientist feels that appeal, strategy and tact vary from segment to

segment in a natural way necessities a change in strategic decisions. The modern marketing

theory prefers the formulation of marketing policies and strategies for the each market

segment which an organization plan to solicit. It is natural that different segments react in a

different way. Segmentation makes possible tailoring of products and marketing programmes

uniquely suitable for each sub-segment. A market is not only an aggregate demand for a

product but the sum of demands of different market segments. For getting a positive response

in the market, it is pertinent that the marketer's of the tourist professionals are well aware of

the different market segments. It is against this background that we need to study market

segmentation for tourist services.

At the outset, it is essential that the tourist organizations select a suitable base for

segmenting the market. The selection of base has a for reaching impact on studying the target

market. Though there are a number of bases for segmentation, we find lifestyle an important

base since the traveling decisions are fantastically influenced by the changing lifestyles. The

emerging trends in the level of income, the availability 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.


18/34

We prefer to utilize our leisure time for gaining pleasure or for enriching the

knowledge bank. This necessitates an in-depth study of like style for making segmentation

proactive. The living styles of Americans and Indian can't be identical, the decision making

of both of them are to be different. The American prefer to travel and therefore they assign

due weightage to the traveling decisions while scheduling or ordering their engagements. The

Indians avoid traveling albeit we find them earning more or sufficient leisure time or holidays

in their hands. This makes it clear that for segmenting market, we find this variable

constituting a place of outstanding significance.

The aforesaid facts make it clear that for getting a positive response, the segmentation

of tourism market needs an intensive care. The tailoring of products with the expectations

of tourist or a fair synchronization of tourist's expectations and potentials of the tourist

organization would hardly be possible unless we segment the market in a right fashion. The

opinion leaders prompt the whole drama of marketing where the word-of-mouth promoters

play an incremental role. The process of segmentation simplifies the task of marketers. Tour

operations, the transport operators the travel agents, the tourist guides, e hotels find it easier

to make the marketing decisions. They even with the minor intelligence and diligence are

found successful in identifying the market the potential tourists. It is right to mention that the

needs and requirements well as the levels of expectations can't be uniform.

The segmentation benefits tourist organization in different ways. An optimal

marketing plan, a balanced development of marketing resources, true gauging of the

level of expectations, formulation of creative strategies for getting a positive response make

it clear the tourist organizations assign due weightage to segmentation. They

are supposed to select a suitable base for segmentation out of numerous bases like day

base, purpose base, demand base, geographical base, Psychological base, demography base,

socioeconomic base, sex base, age base or so.

These bases help professionals in studying and understanding the changing behavioral

profile of users. The market segmentation bases make it clear that geographic, demographic,

psychographic and socio-economic aspects can't be underestimated to have clear picture of

the tourism users.

1. Holiday as a Base - Mass Market, Popular Market

2. Demand as base - Primary, Secondary opportunity

3. Geography as a base - Cities, Provinces, Regions, Countries

4. Psychography as a base - Lifestyle, Personality Motive, Product, Knowledge.


19/34

5. Demography as a base - Age, Sex, Occupation, Class, Religion.

6. Socio-economic of base - Rich, Poor, Rural, Urban, Literate, Illiterate

7. Purpose as a base - Business Travel, Cultural Tourism, Common Interest

8. Age as base - Kids, Teens, Youths, Young, Married, Single.

The holiday base focuses or attention on the fact that long-distance tours require

availability of more leisure hours. The holiday market is classified in terms of demand. The

different categories are, the mass market, the popular market and the individual holiday

market. The mass market involves largest number of- vacationists who generally travel in

long groups. They prefer all-inclusive tours. The users belong to the conservative group in

which we find skilled and semi-skilled workers, blue-collar employees as the potential users.

The users are generally class one and class two groups, pensioners and retired people. The

individual holiday market involves "social group-A7 like corporate chairman and senior

executives. We find an apparent change in the behavioral profile of different categories in the

holiday base. Another base is purpose in which we find business travel market, cultural

tourism market, common interest tourism market and conference and convention.

The demand base classifies markets into primary tourism market, secondary tourism

and opportunity tourism. The geographic base includes lifestyle, personality, motives,

product and knowledge. The demography base covers age, sex occupation, class and religion.

The socioeconomic base makes classification like rich, poor, rural, urban, literate and

illiterate. The age-base classifies markets for kids, teens, youths, young married and old

people market.

The aforesaid small segments simplify the task of tourist professionals. They know about the

changing needs and requirements of different segments and innovate their strategic decisions

accordingly. The development of marketing resources in tune with the changing levels of

expectations make the ways for the stimulation of demand and simplify the task or marketers.

It is in this context that we need to segment the market for the different allied industries

helping the tourism industry in many ways.

Designing a Package Tour

In the process of formulating a sound product strategy, there are a number of factors

to be given due attention. The designing of a package tour occupies a place of outstanding

significance. For the profitable marketing of tourism services, it is pertinent that the different

components of product are managed in a right fashion. This gravitates our attention on the

offering of a package holiday product which necessitates management of the following


20/34

factors.

Destination

The development of destination or tourist sites has a far-reaching impact on attracting

the tourists. It 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

of quality the site should be safe to walk about, the local people should be friendly, the tour

operator, the travel guides and others should have competence of speaking English and other

regional languages. These facilities at the destination would add attractions.

Management of Airport

While managing the tourism product, the airports are required to be managed

carefully. The airport should be local and convenient. The arrangement for car parking should

be safe and adequate. It should not be congested but it should be spacious. In addition, the

shopping facilities should be duty free. The airport should be clean and the vehicles should be

available so that tourist doesn't face any trouble. Besides, the security arrangement should be

tight to protect the passengers and their valuables. The aesthetic management occupies a

place of significance in the very context.

Airlines

The flights should maintain the time schedule otherwise a dislocation may invite

multifaceted problems, not only to the tourists but even to the airport authorities. The services

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

mark to remove the fear psychosis or psycho-fobia.

Road and Rail Transportation

For the tourists preferring to travel by buses of railways, it is significant that the

stations are well managed. The booking and reservation counters should be managed

scientifically. The enquiry should be controlled by efficient and well behaved staff. The


21/34

safety arrangement should be adequate to counter the law and order signposts should be

positioned at right places to help the travelling passengers.

Hotels

For managing the hotel services, it is essential that we are also careful to the hotel

accommodation facilities. It is pertinent that hotels are easily accessible to the tourist sites or

beaches or shops. The hotel personnel trustworthy and competent enough to speak English

and other regional languages. They are supposed to be friendly. The management of facilities

at hotels need due care. Though the standard of services, amenities and facilities depend upon

the grade of hotels still it is essential that hotels offer the promised services to the users. The

gap between the services-promised and service-offered should be - bridge over. The hotels

should be well maintained, the decor should be attractive; possibly a fair mix 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 drinks.

The bedrooms should be spacious in which balcony facilities should be made

available. The childcare services should also be made available. Particularly at the beach

resorts, the sea view should be possible with all rooms, in-room telephonic services should be

available, in, and room-TV should be provided. There should be adequate cupboard space.

The hangers should be attractive and artistic, toilets should be neat and clean and well

equipped with east and west provisions. The lighting and ventilation arrangements

should be adequate. The intensity of light at different points should be given due weightage.

While managing hotels, the restaurants and cafeterias also need due care. The

restaurants and cafeterias should be well managed. The food and drinks should have taste-

orientation. The varieties of meals and drinks should be available. The seating arrangements

should be comfortable, the meal should be flexible and the hotel personnel should be polite

and friendly.

Resort Representatives

Regarding representatives of resort, they should be-knowledgeable friendly,

accessible and competent.

Miscellaneous

In addition, the fellow travelers should be like-minded. The main thing is to make the

tour pleasant and memorable. If the tourist have companionable fellow travelers, the journey

would of course remain memorable.


22/34

The aforesaid facts make it clear that being an amalgam of a number of industries and

services, the tourism industry is known as a multi-segment industry in which the designing of

a package which proves its instrumentality as a motivational force is found a bit difficult and

challenging. It requires professional excellence so that we are in a position to assess the

changing levels of expectations of the guests/tourists and all the required amenities and

facilities are made available to help tourists to go to the destination, to enjoy and to come

back safely. The tour operators and transport operators bear the responsibility of formulating

a package tour and therefore they should have world class professional excellence to know

and understand their changing needs and requirements.

The services are related to a number of industries managed by others and therefore,

the tour operators and transport operators managing the affairs should make it sure that

whatever the promises they have made on behalf of hotels, airways,' railways, roadways are

not to be distorted. This is likely to project the image of tour operators and therefore a gap

between the services-promised and services-offered would make the task difficult. It is

against this background that designing of a package tour occupies a place of outstanding

significance and all the allied industries making the package are required to be careful that

they are not inviting degeneration.

SWOT Analysis

Strengths

India's geographical location. A culmination of deserts, forests, mountains and

beaches.

Diversity of culture i.e. a blend of various civilization and their traditions.

A wealth of archeological sites and historical monuments.

A very wide variety of hotels is present in the country that can fulfill the demand for

The accommodation of tourists.

There are international players in the market such as Holiday Inn and Oberoi. Thus,

the needs of the international tourists travelers are seen to, while they are on a visit to

India.

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

provides better value for money to the tourists. .

India offers a readymade tourist destination with the resources it has. Thus the magnet


23/34

to pull customers already exists.

Airline is the most preferred mode of transportation by the foreign tourists as the

convenience provided by the airlines is higher. Thus, the saving in time that this mode

of transport offers is immense to the international tourists.

India has one of the largest road networks in the world. The country's total road length

was 30,15,299 km in 1994-95. Thus connectivity to the tourist destination is quiet

high.

Weakness

Lack of adequate infrastructure.

A xenophobic attitude among certain sections of people.

No proper marketing of India's tourism abroad. Foreigners still think of India as a land

of snake charmers.

High tax structure in the industry makes the industry worse off than its international

equivalent. In India the expenditure tax, luxury tax and sales tax inflate the hotel bill

by over 30%. Effective tax in the South East Asian countries works out to only 4-5%.

So this directly affects the spending of tourists.

Only 58,000 hotel rooms are available in India today, which is less than the Bangkok

total hotel capacity. So accommodation facilities are quiet less.

The services currently offered by the hotels in India are only limited value added

services. It is not comparable to the existing world standards. This is the reason why

international tourists prefers other Asian countries than India.

Inefficiency of the domestic airlines- there are number of instances of flight being

cancelled or delayed. Secondly frequent strikes by the pilots and maintenance

problems are a major cause of concern. This is one of the reasons that make a tourist

disheartened.

Travel agents are most affected by the taxes that are part of the industry so at last

tourists are the sufferers.

Opportunities

Allowing entry of more multinational companies into the country giving us a global

perspective.

Growth of domestic tourism.

Demand between the national and the inbound tourists can be easily managed due to


24/34

difference in the period of holidays. For international tourists the peak season for

arrival is between September to March when the climatic conditions are suitable

where as the national tourist waits for school holidays, generally the summer months.

Develop a well- studied master plan for tourism in the country, which should make it

easier for investors as well as the authorities.

Support and encourage private sector to invest in facilities.

Fight pollution and littering by law.

Adopt strict measure for civil hygiene and cleanliness.

Provides essential basic facilities like toilets and resting facilities throughout tourism

routes.

Have an effective international marketing agency to promote

India as a destination.

Invest on PR measure abroad mobilizing the media to a greater extent.

Project people, culture, lifestyle, food festivals 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 make a place unique.

The development 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 relevant authorities must ensure that security measures are enforced at all time.

Threats

Economic conditions and political turmoil in the country is affecting tourism.

Aggressive strategies adopted by other countries like Australia, Singapore and

Malaysia in promoting tourism are also posing as a serious threat to our country.

Changing trends in the west demand similar changes in India, which here are difficult

to implement due to high project costs.

Pollution is a major menace to the industry, which has to be tackled by the

government through legislation. Garbage, Plastic, sound pollution near tourist centres

and all such discrepancies need immediate action from the government otherwise it

will pose a major threat for tourism industry in India.

Foreign tourists are concerned about their personal safety when traveling in the Asian


25/34

region because of terrorist attacks and the tension between Indo- Pak.

Moreover the war between U.S.A. and Iraq has stopped the international tourists to

travel abroad.

Objectives:

The main objective of the Chennai State Tourism is to intensive Development of tourism in

the State and thereby increases employment opportunities. The following related objectives

are dovetailed with main objectives.

* Identify and develop tourist destinations and related activities.

* Diversification of tourism products in order to attract more tourists through a varied

consumer choice.

* Comprehensive development of pilgrimage centre as tourist Destination.

* Create adequate facilities for budget tourists.

* Strengthen the existing infrastructure and development new ones where necessary.

* Creation of tourism infrastructure so as to preserve handicrafts, folk arts and culture

of the state and thereby attract more tourists.

Proposed Approach and strategy.

The Government should adopt the following strategy towards the private sector with

the objective of securing the active involvement in Leading the development of tourism in the

State.

The tourism should be given the status of industry in order that the facilities and

benefits available to the industry are also made available to tourism projects.

A special incentive package should be made available for encouraging new tourism

projects as well as expansion of existing tourism units.

Infrastructure facilities should be strengthened and developed within the State,

particularly in Special Tourism Areas.

Effective mechanism should be set up to build meaningful coordination with the

Central Government and the State Government agencies, the local self-government

bodies and the NGOs.

Government should encourage building effective linkages with the economic agents

and agencies such as the national and international tour operators and travel agents of

repute, hotel chains and global institutions onnected with tourism such as WTO.


26/34

Chennai Tourism:

Chennai is the capital city of theIndian state ofTamil Nadu. Located on

theCoromandel Coast off theBay of Bengal,it is the biggest industrial and commercial center

inSouth India,and a major cultural, economic and educational center as well. With temples,

beaches and centres of historical and cultural significance, including theUNESCO Heritage

Site ofMahabalipuram,Chennai remains the most visited city in India. Chennai has been the

most visited Indian city since 2008, in terms of foreign tourists arrival. In 2011, Chennai was

ranked 41st in global top 100 city destination ranking, with 3,174,500 tourists, a 14 percent

increase from 2010, up from 650,000 in 2007. In 2009, Chennai attracted the highest number

of foreign tourists in the country. The city serves as the gateway to the southern part of

Indiawith tourists landing in the city and starting their trip to the rest of the region. Top

foreign nationals visiting the city includes those fromSri Lanka,Malaysia, and Singapore,

followed by the United Kingdom, France and the United States. In 2010, the figure of foreign

tourist arrival increased by 40 percent in the first half of the year. About 830,620 domestic

tourists arrived in Chennai in March 2011. Currently, the city has 24 luxury hotels in the five-

star and five-star deluxe categories.

The area around Chennai had been part of successive South Indian kingdoms for

many centuries. Therecorded history of the city began in the colonial times, specifically with

the arrival ofBritish East India Company and the establishment ofFort St. George in 1644.

The British defended several attacks from the French colonial forces, and from the kingdom

of Mysore, on Chennai's way to becoming a major naval port and presidency city by the late

eighteenth century. Following theindependence of India, Chennai became the capital

ofMadras State and subsequentlyTamil Nadu, and an important centre of regional politics

based on the Dravidian identity of the populace.

According to the provisional results of2011 census, the city had 4.68 million

residents, making it thesixth most populous city in India (The area of Chennai was expanded

in 2011. The figure represented here is calculated according to the old city limits (176 Sq

Km) as the revised figures pertaining to 426 Sq Km are awaited.); the urban agglomeration,

which comprises the city and its suburbs, was home to approximately 8.9 million, making it

thefourth most populous metropolitan area in the country and 31st largest urban area in the

world. Chennai's economy has a broad industrial base in the automobile, computer,

technology, hardware manufacturing and healthcare sectors. As of 2012, the city is India's

second largest exporter of information technology (IT) andbusiness process
http://en.wikipedia.org/wiki/States_and_territories_of_Indiahttp://en.wikipedia.org/wiki/Tamil_Naduhttp://en.wikipedia.org/wiki/Coromandel_Coasthttp://en.wikipedia.org/wiki/Bay_of_Bengalhttp://en.wikipedia.org/wiki/South_Indiahttp://en.wikipedia.org/wiki/UNESCO_Heritage_Sitehttp://en.wikipedia.org/wiki/UNESCO_Heritage_Sitehttp://en.wikipedia.org/wiki/Mahabalipuramhttp://en.wikipedia.org/wiki/South_Indiahttp://en.wikipedia.org/wiki/South_Indiahttp://en.wikipedia.org/wiki/Sri_Lankahttp://en.wikipedia.org/wiki/Malaysiahttp://en.wikipedia.org/wiki/Recorded_historyhttp://en.wikipedia.org/wiki/British_East_India_Companyhttp://en.wikipedia.org/wiki/Fort_St._George_(India)http://en.wikipedia.org/wiki/Independence_of_Indiahttp://en.wikipedia.org/wiki/Madras_Statehttp://en.wikipedia.org/wiki/Tamil_Naduhttp://en.wikipedia.org/wiki/2011_census_of_Indiahttp://en.wikipedia.org/wiki/List_of_most_populous_cities_in_Indiahttp://en.wikipedia.org/wiki/List_of_most_populous_metropolitan_areas_in_Indiahttp://en.wikipedia.org/wiki/Business_process_outsourcinghttp://en.wikipedia.org/wiki/Business_process_outsourcinghttp://en.wikipedia.org/wiki/List_of_most_populous_metropolitan_areas_in_Indiahttp://en.wikipedia.org/wiki/List_of_most_populous_cities_in_Indiahttp://en.wikipedia.org/wiki/2011_census_of_Indiahttp://en.wikipedia.org/wiki/Tamil_Naduhttp://en.wikipedia.org/wiki/Madras_Statehttp://en.wikipedia.org/wiki/Independence_of_Indiahttp://en.wikipedia.org/wiki/Fort_St._George_(India)http://en.wikipedia.org/wiki/British_East_India_Companyhttp://en.wikipedia.org/wiki/Recorded_historyhttp://en.wikipedia.org/wiki/Malaysiahttp://en.wikipedia.org/wiki/Sri_Lankahttp://en.wikipedia.org/wiki/South_Indiahttp://en.wikipedia.org/wiki/South_Indiahttp://en.wikipedia.org/wiki/Mahabalipuramhttp://en.wikipedia.org/wiki/UNESCO_Heritage_Sitehttp://en.wikipedia.org/wiki/UNESCO_Heritage_Sitehttp://en.wikipedia.org/wiki/South_Indiahttp://en.wikipedia.org/wiki/Bay_of_Bengalhttp://en.wikipedia.org/wiki/Coromandel_Coasthttp://en.wikipedia.org/wiki/Tamil_Naduhttp://en.wikipedia.org/wiki/States_and_territories_of_India


27/34

outsourcing (BPO) services. A major part of India's automobile industry is based in and

around the city thus earning it the nickname "Detroit of India". It is known as the Cultural

Capital of South India.

Chennai is an important hub forCarnatic music and hosts a large cultural event, the

annualMadras Music Season,which includes performances by hundreds of artists. The city

has a diverse theatre scene and is one of the important centres forBharata Natyam,a classical

dance form. TheTamil film industry, colloquially known as Kollywood, is based in the

city. The city is host to the third largest expatriate population in India after

Mumbai andDelhi,with 35,000 in 2009 and steadily climbing to 82,790 in 2011. Chennai is

only city inSouth Asia andIndia, to figure in the "52 places to go around the world" by

theThe New York Times.The city also serves as the second financial hub in India next onlytoMumbai,also housing theMadras Stock Exchange.

Chennai has been the most visited city in India by foreign tourists (since 2008),

overtakingNew Delhi andMumbai with visitors to heritage sites

inKanchipuram andMahabalipuram and medical tourists making up the largest numbers. In

2011, Chennai was ranked 41st in global top 100 city destination ranking, with 3,174,500

tourists, a 14 percent increase from 2010, This is up from 650,000 tourists in 2007, when

Chennai was the third most visited city in India by foreigners ranked afterDelhi andMumbai.Tourists fromUSA,UK,Sri Lanka,Malaysia andSingapore had visited the city in 2007.

About 8,30,620 domestic tourists arrived in Chennai in March 2011, in addition to 29,558

tourists who visited Mamallapuram.

Arrival Percentage From Different Countries to Chennai

Country Arrival percentage

Sri Lanka 61.3
http://en.wikipedia.org/wiki/Business_process_outsourcinghttp://en.wikipedia.org/wiki/Detroit_of_Indiahttp://en.wikipedia.org/wiki/Carnatic_musichttp://en.wikipedia.org/wiki/Madras_Music_Seasonhttp://en.wikipedia.org/wiki/Bharata_Natyamhttp://en.wikipedia.org/wiki/Tamil_film_industryhttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Delhihttp://en.wikipedia.org/wiki/South_Asiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/The_New_York_Timeshttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Madras_Stock_Exchangehttp://en.wikipedia.org/wiki/Chennaihttp://en.wikipedia.org/wiki/New_Delhihttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Kanchipuramhttp://en.wikipedia.org/wiki/Mahabalipuramhttp://en.wikipedia.org/wiki/Delhihttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/USAhttp://en.wikipedia.org/wiki/UKhttp://en.wikipedia.org/wiki/Sri_Lankahttp://en.wikipedia.org/wiki/Malaysiahttp://en.wikipedia.org/wiki/Singaporehttp://en.wikipedia.org/wiki/Singaporehttp://en.wikipedia.org/wiki/Malaysiahttp://en.wikipedia.org/wiki/Sri_Lankahttp://en.wikipedia.org/wiki/UKhttp://en.wikipedia.org/wiki/USAhttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Delhihttp://en.wikipedia.org/wiki/Mahabalipuramhttp://en.wikipedia.org/wiki/Kanchipuramhttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/New_Delhihttp://en.wikipedia.org/wiki/Chennaihttp://en.wikipedia.org/wiki/Madras_Stock_Exchangehttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/The_New_York_Timeshttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/South_Asiahttp://en.wikipedia.org/wiki/Delhihttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Tamil_film_industryhttp://en.wikipedia.org/wiki/Bharata_Natyamhttp://en.wikipedia.org/wiki/Madras_Music_Seasonhttp://en.wikipedia.org/wiki/Carnatic_musichttp://en.wikipedia.org/wiki/Detroit_of_Indiahttp://en.wikipedia.org/wiki/Business_process_outsourcing


28/34



Malaysia 56

Singapore 39.6

France 24.3

South Korea 18.2

Australia 15.2

Germany 11.2

Italy 9.5

Netherlands 9.1

United States 8.7

Japan 8.3

Canada 6.6


29/34



United Kingdom4.8

Beaches:

Marina Beach

The 15 km long and 400 to 500 meter wideMarina Beach features the Light House,

memorials, statues, walkways, gardens and drives alongside the beach front. Towards the

south of the city of Chennai,Elliot's Beach inBesant Nagar is preferred by younger

Chennaiites with its promenade, restaurants and coffee shops. There are a quite a number of

beaches and resorts between Elliots Beach and Mahabalipuram, alongEast Coast Road.The

most notable of these isCovelong Beach which has a cove and a fort built by theNawab of

the Carnatic.

Government Museum Complex:

The Government Museum Complex inEgmore houses theGovernment Museum,Connemara

Public Library and the National Art Gallery. Established in 1851, the museum consisting of

six buildings and 46 galleries covers an area of around 16.25 acres (66,000 m) of land. The

objects displayed in the museum cover a variety of artifacts and objects covering diverse

fields includingarcheology,numismatics,zoology,natural history,sculptures, palm-

leafmanuscripts andAmravatipaintings. Connemara Public Library is one of the four

National Depositorylibraries which receive a copy of all books, newspapers and periodicals

published inIndia. Established in 1890 the library is a repository of centuries-old

publications, wherein lie some of the most respected works and collections in the country. It

also serves as a depository library for theUN.The National Art Gallery building is one of the

finest Indo-sarcenic type of architectures in the country.

Fort St. George
http://en.wikipedia.org/wiki/Marina_Beachhttp://en.wikipedia.org/wiki/Elliot%27s_Beachhttp://en.wikipedia.org/wiki/Besant_Nagarhttp://en.wikipedia.org/wiki/East_Coast_Roadhttp://en.wikipedia.org/wiki/Covelong_Beachhttp://en.wikipedia.org/wiki/Nawab_of_the_Carnatichttp://en.wikipedia.org/wiki/Nawab_of_the_Carnatichttp://en.wikipedia.org/wiki/Egmorehttp://en.wikipedia.org/wiki/Government_Museumhttp://en.wikipedia.org/wiki/Connemara_Public_Libraryhttp://en.wikipedia.org/wiki/Connemara_Public_Libraryhttp://en.wikipedia.org/wiki/Archeologyhttp://en.wikipedia.org/wiki/Numismaticshttp://en.wikipedia.org/wiki/Zoologyhttp://en.wikipedia.org/wiki/Natural_historyhttp://en.wikipedia.org/wiki/Sculptureshttp://en.wikipedia.org/wiki/Manuscripthttp://en.wikipedia.org/wiki/Amravatihttp://en.wikipedia.org/wiki/Libraryhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/UNhttp://en.wikipedia.org/wiki/UNhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Libraryhttp://en.wikipedia.org/wiki/Amravatihttp://en.wikipedia.org/wiki/Manuscripthttp://en.wikipedia.org/wiki/Sculptureshttp://en.wikipedia.org/wiki/Natural_historyhttp://en.wikipedia.org/wiki/Zoologyhttp://en.wikipedia.org/wiki/Numismaticshttp://en.wikipedia.org/wiki/Archeologyhttp://en.wikipedia.org/wiki/Connemara_Public_Libraryhttp://en.wikipedia.org/wiki/Connemara_Public_Libraryhttp://en.wikipedia.org/wiki/Government_Museumhttp://en.wikipedia.org/wiki/Egmorehttp://en.wikipedia.org/wiki/Nawab_of_the_Carnatichttp://en.wikipedia.org/wiki/Nawab_of_the_Carnatichttp://en.wikipedia.org/wiki/Covelong_Beachhttp://en.wikipedia.org/wiki/East_Coast_Roadhttp://en.wikipedia.org/wiki/Besant_Nagarhttp://en.wikipedia.org/wiki/Elliot%27s_Beachhttp://en.wikipedia.org/wiki/Marina_Beach


30/34

Fort St George (or historically, White Town) is the name of the firstBritish fortress inIndia,

founded in 1639 at the coastal city of Madras (modern city ofChennai). This fort was

completed on April 23, coinciding withSt. George's Day,celebrated in honour of St. George,

the patron saint ofEngland. The fort, christened Fort St. George faced the sea and a few

fishing villages, and soon became the hub of merchant activity. It gave birth to a new

settlement area calledGeorge Town (historically referred to as Black Town), which grew to

envelop the villages and led to the formation of the city of Madras. The fort is a stronghold

with 6 meter high walls that withstood a number of assaults in the 18th century. Today, the

Fort serves as the administrative headquarters for the legislative assembly ofTamil

Nadu state, and still houses a garrison for troops in transit to various locations at South India

and theAndamans.The Fort Museum contains many relics of theRaj, including portraits of

many of the Governors. Other monuments present inside the fort areSt. Mary's Church,the

oldestAnglican church in India, and Wellesley House, which holds the paintings of the

Governor of the Fort and other high officials of the Regime.

Art and Crafts:

Tamil andIndian culture and tradition is on display in several art galleries and cultural

centers.Valluvar Kottam is an auditorium in memory of the poet-saintThiruvalluvar.It also

has a 101-feet high temple chariot structure.Kalakshetra,a centre for the revival of Indian artand craftsespecially the dance form ofBharatnatyamis located inBesant Nagar.[8]The

National Art Gallery, built in 1907, houses 11th and 12th century Indian handicrafts, 17th

centuryDeccanpaintings, 16th to 18th centuryMughal andRajasthanpaintings and 10th and

13th century bronzes and is part of the Government Museum.

The world headquarters of theTheosophical Society was established in 1886 on the

banks of theAdyar River. The shrines of all major faiths stand in its sprawling estate

gardens.Cholamandalam Artists' Village,on the East Coast Road offers a view of artists andsculptors at work in their own studios and permanent gallery. DakshinaChitra, run by the

Chennai Craft Foundation, is a depiction of the way of life prevalent in South India with

exhibitions and workshops of the arts and crafts and performing artists of South India.

Places of Worship:

Right from the early ages, Chennai had a cosmopolitan society with people belonging

to different religious groups living together. As a consequence places of worship, both

historical and modern, belonging to various religions are present in the city. The most famous
http://en.wikipedia.org/wiki/Fort_St._George_(India)http://en.wikipedia.org/wiki/United_Kingdomhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Chennaihttp://en.wikipedia.org/wiki/St._Georgehttp://en.wikipedia.org/wiki/Englandhttp://en.wikipedia.org/wiki/George_Town,_Chennaihttp://en.wikipedia.org/wiki/Tamil_Naduhttp://en.wikipedia.org/wiki/Tamil_Naduhttp://en.wikipedia.org/wiki/Andaman_and_Nicobar_Islandshttp://en.wikipedia.org/wiki/British_Rajhttp://en.wikipedia.org/wiki/St._Mary%27s_Church_Chennaihttp://en.wikipedia.org/wiki/Anglicanhttp://en.wikipedia.org/wiki/Tamil_peoplehttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Valluvar_Kottamhttp://en.wikipedia.org/wiki/Thiruvalluvarhttp://en.wikipedia.org/wiki/Kalakshetrahttp://en.wikipedia.org/wiki/Bharatnatyamhttp://en.wikipedia.org/wiki/Besant_Nagarhttp://en.wikipedia.org/wiki/Tourism_in_Chennai#cite_note-8http://en.wikipedia.org/wiki/Tourism_in_Chennai#cite_note-8http://en.wikipedia.org/wiki/Tourism_in_Chennai#cite_note-8http://en.wikipedia.org/wiki/Deccanhttp://en.wikipedia.org/wiki/Mughal_paintinghttp://en.wikipedia.org/wiki/Rajasthanhttp://en.wikipedia.org/wiki/Theosophical_Societyhttp://en.wikipedia.org/wiki/Adyar_Riverhttp://en.wikipedia.org/wiki/Cholamandalam_Artists%27_Villagehttp://en.wikipedia.org/w/index.php?title=DakshinaChitra&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=DakshinaChitra&action=edit&redlink=1http://en.wikipedia.org/wiki/Cholamandalam_Artists%27_Villagehttp://en.wikipedia.org/wiki/Adyar_Riverhttp://en.wikipedia.org/wiki/Theosophical_Societyhttp://en.wikipedia.org/wiki/Rajasthanhttp://en.wikipedia.org/wiki/Mughal_paintinghttp://en.wikipedia.org/wiki/Deccanhttp://en.wikipedia.org/wiki/Tourism_in_Chennai#cite_note-8http://en.wikipedia.org/wiki/Besant_Nagarhttp://en.wikipedia.org/wiki/Bharatnatyamhttp://en.wikipedia.org/wiki/Kalakshetrahttp://en.wikipedia.org/wiki/Thiruvalluvarhttp://en.wikipedia.org/wiki/Valluvar_Kottamhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Tamil_peoplehttp://en.wikipedia.org/wiki/Anglicanhttp://en.wikipedia.org/wiki/St._Mary%27s_Church_Chennaihttp://en.wikipedia.org/wiki/British_Rajhttp://en.wikipedia.org/wiki/Andaman_and_Nicobar_Islandshttp://en.wikipedia.org/wiki/Tamil_Naduhttp://en.wikipedia.org/wiki/Tamil_Naduhttp://en.wikipedia.org/wiki/George_Town,_Chennaihttp://en.wikipedia.org/wiki/Englandhttp://en.wikipedia.org/wiki/St._Georgehttp://en.wikipedia.org/wiki/Chennaihttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/United_Kingdomhttp://en.wikipedia.org/wiki/Fort_St._George_(India)


31/34

temples in Chennai are theKapaleeshwarar temple inMylapore andParthasarathy

Temple inTriplicane. TheVadapalani temple is also an important place of worship for the

Hindus.St. Thomas Mount, the site whereSt. Thomas,one of the disciples of Jesus Christ,

was believed to have been martyred, is an important pilgrimage site for Indian Christians.

TheSanthome Basilica,supposedly built atop the tomb of St. Thomas, is a revered church by

the Roman Catholics. TheSt. George's Cathedral, Chennai is an important place of worship

for the Protestant Christians. TheWallajah Masjid in Triplicane is one of the largest mosques

and is a revered place of worship for Muslims.The city has 39 sacred tanks abutting temples,

which are primarily meant to recharge groundwater and celebrate float festivals.

Parks:

TheGuindy National Park, the country's smallestNational Park with an area of 2.76 km, is

located completely inside the city. It hosts a variety of endangered deer, foxes, monkeys and

snakes. The Guindy Snake Park situated in the National Park has a large collection of snakes

and is an important source ofantivenom serum. The Arignar Anna Zoological Park (better

known asVandalur Zoo)is located southwest of the city and covers an area of 5.1 km. It has

about eighty species on display, and includes a lion safari, an elephant safari, a nocturnal

animal house and an aquarium. South of the city, along theEast Coast Road,is an important

centre forherpetological research called theMadras Crocodile Bank Trust, which housesseveral fresh-water and salt-watercrocodiles,alligators,gharials,and alsoturtles andsnakes.

The Botanical Garden of the Horticulture Department has a very wide variety of plants and

even a fossilised tree trunk 20 million years old. A Summer Festival is held here annually

during the month of May.

Shopping:

Chennai has some unique places to offer for shopping. Art and crafts, contemporary and

traditional artwork, antiques, jewellery etc. are available in the city. Traditional items like

leaf and palmyra-fiber handicrafts fromTirunelveli,bronze and brass castings and traditional

jewelry fromKumbakonam, metal works fromThanjavur, stone carvings

fromMahabalipuram, silks fromKanchipuram are for sale in shops and boutiques.George

Town andParrys Corner are wholesale markets of Chennai where one can purchase almost

anything. NearbyMint Streetplays host to communities from Rajasthan and Gujarat and is

where north Indian snacks can be sampled along with textiles, kitchenware and jewellery.Many streets are entirely devoted to selling one particular type of merchandise. The
http://en.wikipedia.org/wiki/Kapaleeshwarar_templehttp://en.wikipedia.org/wiki/Mylaporehttp://en.wikipedia.org/wiki/Parthasarathy_Temple,_Triplicanehttp://en.wikipedia.org/wiki/Parthasarathy_Temple,_Triplicanehttp://en.wikipedia.org/wiki/Triplicanehttp://en.wikipedia.org/wiki/Vadapalani_templehttp://en.wikipedia.org/wiki/St._Thomas_Mounthttp://en.wikipedia.org/wiki/Thomas_the_Apostlehttp://en.wikipedia.org/wiki/Santhome_Basilicahttp://en.wikipedia.org/wiki/St._George%27s_Cathedral,_Chennaihttp://en.wikipedia.org/w/index.php?title=Wallajah_Masjid&action=edit&redlink=1http://en.wikipedia.org/wiki/Guindy_National_Parkhttp://en.wikipedia.org/wiki/National_parks_of_Indiahttp://en.wikipedia.org/wiki/Antivenomhttp://en.wikipedia.org/wiki/Arignar_Anna_Zoological_Parkhttp://en.wikipedia.org/wiki/Vandalur_Zoohttp://en.wikipedia.org/wiki/Vandalur_Zoohttp://en.wikipedia.org/wiki/Vandalur_Zoohttp://en.wikipedia.org/wiki/East_Coast_Roadhttp://en.wikipedia.org/wiki/Herpetologyhttp://en.wikipedia.org/wiki/Madras_Crocodile_Bank_Trusthttp://en.wikipedia.org/wiki/Crocodilehttp://en.wikipedia.org/wiki/Alligatorhttp://en.wikipedia.org/wiki/Gharialhttp://en.wikipedia.org/wiki/Turtlehttp://en.wikipedia.org/wiki/Snakehttp://en.wikipedia.org/wiki/Tirunelvelihttp://en.wikipedia.org/wiki/Kumbakonamhttp://en.wikipedia.org/wiki/Thanjavurhttp://en.wikipedia.org/wiki/Mahabalipuramhttp://en.wikipedia.org/wiki/Kanchipuramhttp://en.wikipedia.org/wiki/George_Town,_Chennaihttp://en.wikipedia.org/wiki/George_Town,_Chennaihttp://en.wikipedia.org/wiki/Parrys_Cornerhttp://www.hackwriters.com/Chennai4CT.htmhttp://www.hackwriters.com/Chennai4CT.htmhttp://en.wikipedia.org/wiki/Parrys_Cornerhttp://en.wikipedia.org/wiki/George_Town,_Chennaihttp://en.wikipedia.org/wiki/George_Town,_Chennaihttp://en.wikipedia.org/wiki/Kanchipuramhttp://en.wikipedia.org/wiki/Mahabalipuramhttp://en.wikipedia.org/wiki/Thanjavurhttp://en.wikipedia.org/wiki/Kumbakonamhttp://en.wikipedia.org/wiki/Tirunelvelihttp://en.wikipedia.org/wiki/Snakehttp://en.wikipedia.org/wiki/Turtlehttp://en.wikipedia.org/wiki/Gharialhttp://en.wikipedia.org/wiki/Alligatorhttp://en.wikipedia.org/wiki/Crocodilehttp://en.wikipedia.org/wiki/Madras_Crocodile_Bank_Trusthttp://en.wikipedia.org/wiki/Herpetologyhttp://en.wikipedia.org/wiki/East_Coast_Roadhttp://en.wikipedia.org/wiki/Vandalur_Zoohttp://en.wikipedia.org/wiki/Arignar_Anna_Zoological_Parkhttp://en.wikipedia.org/wiki/Antivenomhttp://en.wikipedia.org/wiki/National_parks_of_Indiahttp://en.wikipedia.org/wiki/Guindy_National_Parkhttp://en.wikipedia.org/w/index.php?title=Wallajah_Masjid&action=edit&redlink=1http://en.wikipedia.org/wiki/St._George%27s_Cathedral,_Chennaihttp://en.wikipedia.org/wiki/Santhome_Basilicahttp://en.wikipedia.org/wiki/Thomas_the_Apostlehttp://en.wikipedia.org/wiki/St._Thomas_Mounthttp://en.wikipedia.org/wiki/Vadapalani_templehttp://en.wikipedia.org/wiki/Triplicanehttp://en.wikipedia.org/wiki/Parthasarathy_Temple,_Triplicanehttp://en.wikipedia.org/wiki/Parthasarathy_Temple,_Triplicanehttp://en.wikipedia.org/wiki/Mylaporehttp://en.wikipedia.org/wiki/Kapaleeshwarar_temple


32/34

nearbyBurma Bazaar is famous for its counterfeit electronic goods and media,Moore

Market for its large number of bookstores.Pondy Bazaar located inT. Nagar, is home to

huge multi-storey stores, unique to Chennai, which deal mainly in textiles and silks or gold,

silver and diamond jewellery. Shopping Malls in Chennai: -Spencer's Plaza -Chennai City

Centre -Ampa Sky Walk Mall -Express Avenue -Phoenix Market City -Abirami Mega

Mall -Mayajaal -Vijaya Mall -Grand marina mall -Grand mall.

Entertainment:

There are four largeamusement parks,MGM Dizzee World,VGP Universal

Kingdom,Queen's Land andKishkinta and a water sports center,Dash N Splash located in

the outskirts of Chennai. The city also houses a paintball centre and water sports club on the

east coast road. There are also a large number of beach resorts all along the East Coast Road

highway to Mahabalipuram. The city being home to the Tamil movie industry, has over 100+

large cinema theatres including a few multiplexes which

screenTamil,English,Hindi,Telugu,Kannada andMalayalam films. The city has a large

number of restaurants offering a variety of Tamil, Indian and international cuisines. The

nightlife in Chennai is vibrant and growing ranging from bars to pool parlours to lounges and

clubs.

SWOT Analysis-Gujarat Tourism Government support( in term of grants) - both government of Gujarat as well as

government of India sets aside annual grants for the development of tourism in the

state.

Wide network of Services under its fold-includes hotels, tourist Information Bureaus

etc.

Weakness

Significant internal weaknesses

Low employee morale

Lack of professionalism in the organization.

Bapu culture prevalent

In-effective Promotions

Awareness regarding its products, services as will as its investment opportunities in

this sector has not been highlighted.

Opportunities

Scope for investment in new ventures
http://en.wikipedia.org/wiki/Burma_Bazaarhttp://en.wikipedia.org/wiki/Moore_Markethttp://en.wikipedia.org/wiki/Moore_Markethttp://en.wikipedia.org/wiki/Pondy_Bazaarhttp://en.wikipedia.org/wiki/T._Nagarhttp://en.wikipedia.org/w/index.php?title=Spencer%27s_Plaza&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Chennai_City_Centre&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Chennai_City_Centre&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Ampa_Sky_Walk_Mall&action=edit&redlink=1http://en.wikipedia.org/wiki/Express_Avenuehttp://en.wikipedia.org/w/index.php?title=Phoenix_Market_City&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Abirami_Mega_Mall&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Abirami_Mega_Mall&action=edit&redlink=1http://en.wikipedia.org/wiki/Mayajaalhttp://en.wikipedia.org/w/index.php?title=Vijaya_Mall&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Grand_marina_mall&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Grand_mall&action=edit&redlink=1http://en.wikipedia.org/wiki/Amusement_parkshttp://en.wikipedia.org/wiki/MGM_Dizzee_Worldhttp://en.wikipedia.org/wiki/VGP_Universal_Kingdomhttp://en.wikipedia.org/wiki/VGP_Universal_Kingdomhttp://en.wikipedia.org/wiki/Queen%27s_Landhttp://en.wikipedia.org/wiki/Kishkintahttp://en.wikipedia.org/wiki/Dash_N_Splashhttp://en.wikipedia.org/wiki/Tamil_languagehttp://en.wikipedia.org/wiki/English_languagehttp://en.wikipedia.org/wiki/Hindihttp://en.wikipedia.org/wiki/Telugu_languagehttp://en.wikipedia.org/wiki/Kannada_languagehttp://en.wikipedia.org/wiki/Malayalamhttp://en.wikipedia.org/wiki/Malayalamhttp://en.wikipedia.org/wiki/Kannada_languagehttp://en.wikipedia.org/wiki/Telugu_languagehttp://en.wikipedia.org/wiki/Hindihttp://en.wikipedia.org/wiki/English_languagehttp://en.wikipedia.org/wiki/Tamil_languagehttp://en.wikipedia.org/wiki/Dash_N_Splashhttp://en.wikipedia.org/wiki/Kishkintahttp://en.wikipedia.org/wiki/Queen%27s_Landhttp://en.wikipedia.org/wiki/VGP_Universal_Kingdomhttp://en.wikipedia.org/wiki/VGP_Universal_Kingdomhttp://en.wikipedia.org/wiki/MGM_Dizzee_Worldhttp://en.wikipedia.org/wiki/Amusement_parkshttp://en.wikipedia.org/w/index.php?title=Grand_mall&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Grand_marina_mall&action=edit&redlink=1http://en.wikipedia.org

tourism marketing in chennai 2

Documents