mos assignment 1 by j karthik ganesh

8/8/2019 MOS Assignment 1 by J Karthik Ganesh

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What is Slum Tourism and Rural Tourism? In which countries

you can find them. Briefly mention how to, and whom tomarket the same

Slum tourism :-

Slum tourism is one of the fastest-growing niche tourism segments inthe world, slum is defined as, a run-down area of a city characterizedby substandard housing and squalor and lacking in tenure security.Slum tourism is the organization of tours in these areas. As a nichesegment, slum tourismis distinguished from developmental tourism, which is a broader term

that includes tourism in any region that is undergoing development.

Since its founding 16 years ago in Rio de Janiero, slum tourism hasspread to seven major metropolises in four continents . Slum tourismhas grown quickly because its tour location is unique among traditionalcultural tours, and because in recent years slums have receivedprominent depiction in the mass media. In particular, films depictingslum life like Slumdog Millionaire (Mumbai), City of God (Rio deJaniero), and District 9 (Johannesburg), have become international hits.Tourism researchers have long established a positive link betweenmedia exposure and business growth

The last few years have seen a rise in slum tourism and there aremany opportunities for people to go and see how the other side lives.Slum tourism is promoted by travel companies to reduce poverty andenable local people to participate more effectively in tourismdevelopment

To improve the local economy of developing countries To generate income for poor people and increase the linkages

between tourism businesses and poor people.

The most popular sites are

The black townships in South Africa Slums in Mumbai, India Favelas in Rio Natives in Bolivia or villages in Cambodia.


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The slums of Mumbai, India, draw curious tourists from all over theworld who come to explore the struggle for existence by the slumdwellers. The tourists are provided with guides who have a lot ofstories to share about the basics of life in slums.

Rural Tourism

Rural tourism focuses on participating in a rural lifestyle. Any form oftourism that showcases the rural life, art, culture and heritage at rurallocations, thereby benefiting the local community economically andsocially as well as enabling interaction between the tourists and thelocals for a more enriching tourism experience can be termed as ruraltourism. Rural tourism is essentially an activity which takes place inthe countryside. It is multi-faceted and may entail farm/agriculturaltourism, cultural tourism, nature tourism, adventure tourism, and eco-tourism. As against conventional tourism, rural tourism has certain

typical characteristics like; it is experience oriented, the locations aresparsely populated, it is predominantly in natural environment, itmeshes with seasonality and local events and is based on preservationof culture, heritage and traditions.

Rural tourism exists in developed nations in the form of providingaccommodation in a scenic location ideal for rest and relaxation

Whom to Market The Slum and Rural Tourisum ?

The Study Shows that Curiosity was the most important push factor for

the Slump tourists There are two type of Segments in Slum and Rural Tourisum . One is diversionary tourists, who were motivated toconsume experiences that contrasted from daily life, others motivatedby self-enlightenment or Cutural education.

Interestingly, the degree to which tourists fell into the diversionarytourist category deferred according to sex, with male tourists morelikely to seek fun and excitement, and female tourists more likely toseek learning and an emotionally significant experience. So the Slumand Rural Tourisum should be Marketed to above market Segments.

How to Market Slum and Rural Tourisum ?

Slum and Rural Tourism should be Possioned in the Target Market asUnique Experience . The Marketer of The Slum and Rural tourismshould be marketed as Safe as well. The Marketer should ensure thesafety of the customer and promise the customer to provide UniqueExperience.


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The Place part of marketing Mix Should have Slump and rural whichGives the customer a Unique Experience. Marketer can chargePremium Price to customer when compared to other Tourism as thetarget market is almost Rich and Affluent and not price sensitive themarket is only concenrned about safety which the marketer shuould

Take care. Marketer can Promote the Service Thorugh Socialnetworking and Search Engine as a Communication medium to tarketmarket As the market is very niche and mass media wont be help fullto promote the Service . The marker can also use Direct marketing .The People part of marketing mix should be taken care at most bymarketer, people need to know customer language and should be ableto explain the customer about the place . Local People Should beSelected as Guide and Should be Trained in Such away that theyprovide utmost satisfaction to the Customer.

2 ) Comment on Incredible India Campaign.

Before 2002, the Indian government regularly formulated policies andprepared pamphlets and brochures for the promotion of tourism;however, it did not support tourism in a concerted fashion. As a result,the country attracted very few tourists.

A country like France, six times smaller than India, attracted around 20times the number of tourists that India managed to draw (Refer ExhibitII for the world's top ten tourist destinations). That this was the case inspite of France not being able to offer the sheer variety in terms of

geography, cuisine, culture, and experiences that India could, wasperhaps an indication of the extent to which previous governmentalefforts to promote tourism had been unsuccessful. However, in 2002,the tourism ministry made a conscious effort to bring in moreprofessionalism in its attempts to promote tourism. It formulated anintegrated communication strategy with the aim of promoting India asa destination of choice for the discerning traveler.

The tourism ministry engaged the services of Ogilvy & Mather (India)(O&M) to create a new campaign to increase tourist inflows into thecountry. The 'Incredible India' campaign, as it was called, was launched

in 2002 with a series of television commercials and printadvertisements...

A pioneer initiative by Ministry of Tourism, Government of India thatwill help tap into the full potential of tourism in India. Ministry of Tourism, Government of India has introduced Atithi Devo BhavahProgram- A nation wide campaign that aims at sensitising keystakeholders towards tourists, through a process of training and


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orientation. The endeavour is to boost tourism in India, which in turnwould act as a catalyst for Indias economic growth. To launch anational level initiative that works at many levels to address all theabove issues.

Atithi Devo Bhava aims at creating awareness about the effects oftourism and sensitizing people about preservation of our rich heritage& culture, cleanliness and warm hospitality. It also re-instills a sense ofresponsibility towards tourists and re-enforces the confidence offoreign tourist towards India as a preferred holiday destination.

The entire concept is designed to complement the Incredible IndiaCampaign.

The seven point Atithi Devo Bhavah Program

Atithi Devo Bhavah is a 7 point program of hospitality and training

Samvedan Sheelta or Sesitisation-

The campign will sensitise the various sections of the tourism industryabout how each of them to contribute for the growth of the tourismindustry and how they will benefit from it.

Prashikshan or Training and Induction

This involves explaining to them the needs and expectation of thetourist, how they should respond and behave in order to satisfy themneeds and meet those expectations.

Prerna or Motivation

This is motivation to participate in this program through variousmeasures e.g. awards for the best worker in the segment. Becausewhen you are enthused you can do wonders.

Pramani Karan or Certification

Certification to ensure standards shall be done at an appropriate stagein the training program

Pratipushti or Feedback

Feedback shall be obtained from tourists about the Service they have


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received and the experience they had, in order to improve the trainingprogram on a continuous basis

Samanya Bodh or General Awareness

The mass media communication campaign will be undertaken to creategeneral awareness among the public about the necessity and thebenefits of the Atithi Devo Bhavah programme.

Swamitwa or Ownership-

The Atithi Devo Bhavah programme is a movement we will urge allsegments of the Indian society to adopt, and look upon as their own.

The Charter of Atithi Devo Bhavah Training Program

Hygiene & Cleanliness :

Hygiene & Cleanliness shall cover the areas of product for e.g. vehicleslike taxies, hotel rooms, restaurants, shops, etc., personal hygiene &cleanliness of the person providing the service and cleanliness of themonuments / places of tourist interest.

Conduct and Behavior:

The person concerned for e.g. the taxi driver / hotel employee shall

behave in courteous and polite manner towards tourists.

Integrity and Honesty :

The person providing service to the foreign tourists should displayhonesty and integrity.

Safety and Security:

The safety and security of the tourists shall be ensured.

mos assignment 1 by j karthik ganesh

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