tourism industry ok

8/13/2019 Tourism Industry OK

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INDEX

Particulars

Chapter 1- DEMAND DETAILS1.1 Product details1.2 Technology details1.3 Investments1.4 Other Points

Chapter 2 – INDUSTRY STRUCTURE

2.1 Structure2.2 Barriers in industry

Chapter 3 – INDUSTRY ENVIRONMENT3.1 Fragment3.2 Emerging3.3 ecline

Chapter 4 – INDUSTRY PARTIES

4.1 Policies4.2 !esearch and evelo"ment4.3 !ole o# Service and $dvertising

Chapter 5 – INDUSTRY ATTRACTIVENESS

%.1 Potential%.2 Industry &ro'th%.3 (istory%.4 )i#e cycle stages

Chapter 6 – INDUSTRY PERFORMANCE

*.1 Sales*.2 Pro#ita+ility

*.3 Technological $dvancement

Chapter 7 – Conclusions & Suggesions

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C!"#e$-%

DEMAND DETAILS

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INTRODUCTION TO HOTEL INDUSTRY

One of the fastest growing sectors of the economy of ourtime is the hotel industry. The hotel industry alone is a multi-

billion dollar and growing enterprise. It is exciting, never boring

and offer unlimited opportunities. The hotel industry is diverse

enough for people to wor in different areas of interest and still

be employed within the hotel industry. This trend is not !ust in

India, but also globally.

"odern hotels provide refined services to their guests. The

customers or guests are always right. This principle necessitated

application of management principles in the hotel industry and

the hotel professionals reali#ed the instrumentality of mareting

principles in managing the hotel industry.

The concept of total $uality management is found getting

an important place in the mareting management of hotels. The

emerging positive trend in the tourism industry indicates that

hotel industry is lie a reservoir from where the foreign exchange

flows. This naturally draws our attention on %OT&'

"()(*&"&)T. 'ie other industries, the hotel industry also

needs to explore avenues for innovation, so that a fair blendingof core and peripheral services is made possible. It is not to be

forgotten that the leading hotel companies of the world have

been intensifying research to enrich their peripheral services

with the motto of adding additional attractions to their service

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mix. It is against this bacground that we find the service mix

more flexible in nature.

The recruitment and training programmes are re$uired to

be developed in the face of technological sophistication. The

leading hotel companies have been found promoting an ongoing

training programme so that the personnel come to now about

the use of sophisticated communication technologies.

Hotel – The Concept

(t the outset, we go through the

concept of hotel. The common law says that hotel is a place where all who

conduct, themselves properly and who being able and ready to pay for their

entertainment, accommodation and other services including the boarding lie a

temporary home. It is home away from home where all the modern amenities and

facilities are available on a payment basis.

It is also considered to be a place

where tourist stops, cease to be travellers and become customers. The definition

presented by hotel operators to authorities of the )ational ecovery

(dministration in ashington is found to be a more comprehensive definition,

presented by tuart "c )amara. The definition states that, / 0rimarily and

fundamentally, a hotel is an establishment which supplies boarding and lodging

not engaged in inter state commerce or in any intra state commerce,

competitive with or affecting inter state commerce or so related that the

regulation of one involves the control of other3.4

The hotel may furnish $uarters and

facilities for assemblage of people for social business or entertainment purposes

and may engage in retaining portion of its premises for shops and businesses

whose continuity i.e., proximity3 is deemed appropriate to a hotel. The

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assemblage of people for social business and entertainment purposes maes it

essential that hotels are also furnished with a big conference hall where the

maximum possible accommodation is available. e also call it the function room.

Motel – The Concept

Initially the term motel was meant for local motorists and

foreign tourists travelling by road. They serve the needs and

re$uirements of these travellers and meeting their demand for

transit and accommodation. ome of the important services

offered by the motels are paring, garage facilities,

accommodation, and restaurant facilities.

"otels are found located outside the city, preferably by the

side of high ways and important road !unctions. Theaccommodation in this is more in the category of a 6chalet

facility7. In 8(, the motel accommodation is raned at par with

hotel accommodation.

Origin of the word “Hotel

9efore 1:;< people used to go to inns for having their

lunch, dinner etc .It was the place where families used to host

their guest inns owner used to provide lodging and boarding

facility service to their guest.

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To world /hostel4 was used then it was called /hostelier4

which means head of unit or the place. The )orman people

invented the word /hotel4. The word /hotel4 was originally in

&ngland, officially from 1:;<. The real growth of modern hotel

was originated in /8..(4 with opening of />ity %otel4 in )ew

?or in the year 1@:5. This was the first building erected for the

hotel purpose. This period also saw the beginning of chain

operation under the guidance of &.".T(T'&. It involves big

investment, big profits and trained professional to manage

business.

Origin of Hotel Ind!"tr#

The repreciation in 1@+< had a disaster effect in a hotel

industry after the orld ar II and brought a tremendous up

surge to hotel industry with continuous prosperity of hotel

industry.

"ass travel is a modern phenomenon that emerged after

orld ar II. "ass tourism continues to grow as political

freedom, economic wherewithal and social e$uality spread

across the globe. ith the economic engine of development

running at full steam, there was a growth in international travel

and thereby growth in hotel industry.

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&stimates abound as to the importance and si#e of house

eeping. >ertainly, its economic contribution is critical to the

global economy whether as a service to the business community.

$%c&gro!nd of Hotel Ind!"tr#

0rior to the 1@A<7s, the Indian hotel industry was a nascent

and slow growing industry primarily consisting of relatively static,

single hotel companies. %owever, (sian games in 1@A2 and the

subse$uent partial liberali#ation of the Indian economy

generated tourism interest in India with significant benefits

accruing to the hotel and tourism sector in terms of improved

demand patterns. Bortunes of the hotel industry are tied to the

fortunes of tourism and the general business climate in the

country, which is why the economic liberali#ation initiatives

implemented since 1@@1, led to a soaring demand and supply

gap in the hotel industry.

'ENER(L CL(SSI)IC(TION O) HOTEL

INDUSTRY

Cl%""ific%tion" of hotel"

On the *%"i" of "t%nd%rd"+

'ie most of the countries in world, India also has hotels

divided in different categories depending on their location,

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facilities, infrastructure and amenities provided. (ll the star

hotels in India are government approved with continuous control

on the $uality of services offered.

)i,e St%r Hotel"+ - The most luxurious and conveniently

located hotels in India are grouped under Bive tar Celuxe

%otel categories. Bive tar Celuxe in India are globally

competitive in the $uality of service provided, facilities

offered and accommodation option. These are top of the

line hotels located mostly in big cities. These hotels provide

all the modern facilities for accommodation and recreation

matching international standards in hospitality. In such type

of hotel % department are established separately and to

execute and to follow the concept of HR strictly, %

professional are hired.

)o!r St%r Hotel"+ - ( rung below five star hotels are Bour

tar %otels, these hotels provide all the modern amenities

to the travelers with a limited budget. Duality of services is

almost as high as the five stars and above categories.

These inds of hotels are there for the travelers with limited

budget or for the places which might not get the tourist

traffic associated with larger cities. In such type of hotel

concept of HR is more or less followed. Three St%r Hotel"+ - These are mainly economy class

hotels located in the bigger and smaller cities and catering

to the needs of budget travelers. 'esser in amenities and

facilities, these hotels are value for money and gives good

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accommodation and related services on the reduced price.

ervices would be stripped down version of higher

categories of hotels but sufficient to fulfill customer basic

needs. In such type of hotel concept of % may or may not

be present. If present all functions of %C is curtailed.

Two St%r Hotel"+ - These hotels are most available in the

small cities and in particular areas of larger cities. >atering

to the bacpacer tourist traffic, these hotels provide all the

basic facilities needed for general accommodation and

offers lowest prices. In this type of hotel concept of HR isabsent.

One St%r Hotel"+- The hotels with most basic facilities,

small number of room7s locations in the far-flung areas are

grouped under One tar %otel category. These hotels are

best when customer is looing for cheapest available

accommodation option. In this type of hotel concept of HR

is alien words.

USERS O) HOTEL INDUSTRY

In mareting hotel services, it is important to now about the

different types of users availing the services with diverse aims

and ob!ectives. This would ease the tas of mareters specially

while studying the behavioural profile.

The following is the classification of different categories of

domestic and foreign users.

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U"er" of Hotel Ind!"tr#

DOMESTIC+

)OREI'N+

0ilgrims 0olitical

representatives

tudents Trade

representatives

Officials &ducationists

Bilm stars etc. Tourists,

portsmen etc.

C(REERS O..ORTUNITIES IN THE HOTEL

INDUSTRY

So/e of the c%reer" opport!nitie" in the hotel ind!"tr#

%re %" follow"0

The industry offers more career options than mostE - )o

matter what ind of wor we en!oy and wherever our

aptitudes lie, there is a segment of the industry that canuse ours talents.

The wor is variedE - 9ecause hotels and restaurants are

complete production, distribution and service units, and

managers are involved in a broad array of activities.

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There are many opportunities to be creativeE - %otels and

restaurants managers might design new products to meet

their needs of their guestsF produce training programs for

employeesF or implement challenging advertising, sales

promotions and mareting plans.

%ospitality !obs are not nine-to-five !obsE - %ours are highly

flexible in many positions.

"any more opportunities are waiting in a $ueue. ith these the

role of % is drastically change. Its fields of operation in today7s

worlds new no boundary. &ach day it is confronted with newchallenges in new division of hotels. Therefore before nowing

the role of % it is essentials to now different department of the

hotels as well their functions.

DI))ERENT DE.(RTMENTS IN HOTELS

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The departments are classified on accounts of it function. They

are as followsE-

Core )!nctioning Dep%rt/ent

• )ood %nd $e,er%ge 1)2D3 Dep%rt/ent+-

B G 9 deals mainly with food and beverage service allied

activities. Cifferent divisions are there in B G 9 lie

estaurants, peciality estaurants, >offee hop 25 hrs.3,

9ar, 9an$uets, oom service etc. (part from that they have

8tility services >leaning3.

• )ront Office Dep%rt/ent+-

The front office is the command post for processing

reservations, registering guests, settling guest accounts

cashiering3, and checing out guests. Bront des agents also

handle the distribution of guestroom eys and mail, messages

or other information for guests. The most visible part of the

front office area is of course the front des. The front des can

be a counter or, in some luxury hotels, an actual des where a

guest can sit down and register.

• Ho!"e&eeping Dep%rt/ent+-

The houseeeping department is another important

department in hospitality world. %ouseeeping is responsible

for cleaning the hotel7s guestrooms and public areas. This

department has the largest staff, consisting of an assistant

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houseeeper, room inspectors, room attendants, a

houseperson crew, linen room attendants and personnel in

charge of employee uniforms. They may also have their own

laundry and valet service. %otels with laundry and valet

e$uipment may use it only for hotel linens and uniforms and

send guest clothing to an outside service where it can be

handled with speciali#ed e$uipment.

• )ood .rod!ction Dep%rt/ent+-

Bood production deals with the preparations of food items. It

basically engaged in preparing those dish, which are ordered

by the guest and afterwards is catered by the BG9

department. >uisine lie Indian, >ontinental, Thai, Italian,

Honani >oastal ea Bood3, outh Indian, >hinese, "exican,

etc. Cifferent >hefs are appointed for the specialty cuisine.

S!pport Dep%rt/ent 1Co"t Center"3

• M%r&eting 2 Selling Dep%rt/ent+-

ales and mareting has become one of the most vital

functions of the hotel business and an integral part of modern

hotel management. It includes pacaging for selling, sales

promotion, advertising and public relations. The mareting

division is charged with the responsibility of eeping the

rooms in the hotel occupied at the right price and with the

right mix of guests.

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• Engineering %nd M%inten%nce Dep%rt/ent+-

The energy crisis throughout the world has given a great

importance to the engineering department of a hotel. This

department provides on the day-to-day basis the utility

services, electricity, hot water, steams, air-conditioning and

other services and is responsible for repair and maintenance

of the e$uipment, furniture and fixtures in the hotel. The

engineering department has an important role in satisfying the

guest- demand and helping to maintain the profit level of the

hotel. The cleaning, up-eep, repair, replacement, installationand maintenance of property and its furnishing, machinery

and e$uipment are the !oint responsibilities of

&ngineering"aintenance and the %ouseeeping Cepartment.

• )in%nce4 (cco!nting %nd Control Dep%rt/ent+-

( hotel7s accounting department is responsible for eeping

trac of the many business transactions that occur in the

hotel. The accounting department does more than simply eep

the boos-financial management is perhaps a more

appropriate description of what the accounting department

does. hereas the control department is concern with cost

control guidelines by way of reducing in investment, reduction

in operating cost, control of food service costs, control ofbeverage costs, labour cost control, etc.

• S%fet# %nd Sec!rit# Dep%rt/ent+-

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The security of guests, employees, personal property and the

hotel itself is an overriding concern for today7s hoteliers. In the

past, most security precautions concentrated on the

prevention of theft from guests and the hotel. %owever, today

such violent crimes as murder and rape have become a

problem for some hotels. 8nfortunately, crime rates in most

ma!or7s cities are rising. %ence today security department also

concentrate on these additional criminal activities too.

• (d/ini"tr%tion Dep%rt/ent+-

Top organi#ational members usually supervise the

(dministration Cepartment in a hotel. This department is

responsible for all the wor connected with administration,

personnel, manpower, employee7s welfare, medical, health

and security.

• H!/%n Re"o!rce De,elop/ent+-

This department has newly taen step in hotel industry and

within a short span of time it has become a very important

part of the organi#ation. It plays the role of facilitator between

the bargainable cadre and non-bargainable cadre.

This department is the topic of our discussion. The practice,

which this department and their staff perform, is going to belearned in the light of following pro!ect.

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%% P$o'uc De"ils(

The tourism "roduct 'hich is mainly destination ,tangi+le- can only +ee"erienced ,intangi+le-. The "anoramic vie' o# the location ,destination-/travel to the destination/ the accommodation 0 #acility as 'ell as

entertainment at the destination all #orms the tourism "roduct. Thus tourismis a com"osite "roduct com+ination o# attraction/ #acilities andtrans"ortation. Each o# these com"onents has it is o'n signi#icance in the

"roduct mi and in a+sence o# even one single com"onent/ the "roduct miis incom"lete.

A$"cion o# the destination/ include

atural site Beach resorts/ hill stations. Places o# historical interest onuments/ archeological sites and museums.

Events Trade #air/ musical #estival/ games/ etc.

5ultural attractions (istory 0 #ol6lore/ theatre/ religion/ arts/ etc.

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F"ciliies com"liment attraction. These ma6e it "ossi+le #or the tourist tostay 0 en7oy the attraction.

$ccommodation (otel/ hostel/ cam"sites. Food !estaurants/ ca#es/ +ars.

)ocal trans"ort Tais/ coaches.

!ecreational #acilities Entertainment/ s"ort activity/ sho""ing#acilities.

Accessi)ili* is the means +y 'hich the tourists arrive at the location as'ithout the trans"ortation #acility the attraction is o# no use.

In#rastructure !oads/ rail/ air"ort/ etc. E8ui"ment S"eed 0 si9e o# the vehicle.

:ith increasing num+er o# destinations/ travel methods 0 choice o#

accommodations/ the #irm o##ers these "roducts in the #orm o# "ac6age toursto #acilitate consumers to choose #rom the com+inations. These "ac6agetours cater to varying tastes/ economy/ attitudes 0 the need #or eclusiveservice. The idea that service "roducts are intangi+le is an im"ortant one/ +utincreasingly #irms are trying to ma6e their o##ering more tangi+le/ andthere+y increasing their recognition amongst the target;+uying grou".Tangi+le gi#ts such as toiletries/ #light +ags/ even +ath ro+es +earing thecom"any<s logo or +rand name.

Branding "lays a very im"ortant role in tourism mar6eting. (otel chains/airlines/ 0 travel o"erators in "articular em"loy tremendous e##orts to ensurethat their name is 'idely recogni9ed 0 synonymous 'ith 8uality/ value etc.Product "ositioning hel"s in identi#ying the images 0 "erce"tions o# the

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tourist "roducts as 'ell as tourists organi9ations/ 'hich match the needs o#the tourist customers.

%+ Tec!nolog* De"ils

The tourism industry is +roadly "eo"le centric. The 'or6 starting #rom

destination en8uiry/ selection/ +oo6ing/ tic6eting/ etc. everything has ahuman touch to it. Even no' "eo"le "roviding such service sit 'ith theircustomer to ma6e them decide on their s"ots. o'/ 'ith the advent o#modern technologies some 7o+s such as tic6eting 0 hotel reservations aredone through internet and the industry is "rogressing to'ards mediumcontact.

Technology "lays a ma7or "art in the "romotion o# a "lace. Bettercommunication #acilities are one o# the #irst "rere8uisites #or gro'th in thein#lo' o# tourists. This has +een made "ossi+le 'ith technology. Bettertechnologies in the #ield o# communication 'ith chea"er costs have seenmany remote and inaccessi+le areas o# the country get connected to the resto# the 'orld. This connectivity has made these "laces visi+le to the 'orld.

Similarly +etter trans"ortation #acilities have led to a dramatic increase in

the num+er o# tourists visiting any "articular "lace. The "resence o# anair"ort and the availa+ility o# #re8uent #lights are a great convenience to anytraveller.

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%, Ines.ens

Ines.ens )* !e s"e(

:ith a vie' to encourage #lo' o# investments into develo"ment o# tourismin#rastructure/ the state tourism has #ormulated the investment su+sidyscheme.This 'ould hinge on the scale o# investments and also on the regions'here the tourism "ro7ects come u".

The micro tourism units 'ith an investment u" to !s 2% la6h can avail aninvestment su+sidy o# 2% "er cent in s"ecial tourism 9ones ,ST=s- and 2> "er centin other regions. For the mini tourism units 'ith investments in the range o# !s2%;%> la6h/ the investment su+sidy 'ould +e 2> "er cent o# the investmentamount or !s ?.% la6h #or the "ro7ects coming u" in the ST=s. For setting u"

"ro7ects in other regions/ the mini;tourism units are entitled toan investmentsu+sidy o# 1% "er cent o# the invested amount or !s. #ive la6h. Similarly/ the smalltourism units "um"ing in !s %> la6h;!s one crorecan en7oy an investment

su+sidy u" to 1> "er cent o# the invested amount or !s ?.% la6h. In case o# "ro7ects +eing develo"ed in ST=s/ they can avail an investment su+sidy o# 1% "ercent or !s 1> la6h.The medium as 'ell as large tourism units are also eligi+le#or interest su+sidy on term loans. The medium tourism units 'ho invest in therange o# !s 1;1> crore are eligi+le #or an interest su+sidy o# #ive "er cent on termloans 'hile the large tourism units 'ith investments #rom !s 1>;%> crore can getan interest su+sidy on term loans. In case o# mega tourism "ro7ects 'ith ca"italinvestment eceeding !s %> crore/ the state government may consider a s"ecial

"ac6age/ ecluding the ta +ased incentives/ on a case to case +asis. The interestsu+sidy 'ould +e "aid only #or the #irst #ive years #rom the commencement o#

commercial o"erations o# the "ro7ect.

Fo$eign Di$ec Ines.en(

&overnment o# India is allo'ing 1>>@ FI in (otels and Tourism/ through theautomatic route and alsoidenti#ied the investment o""ortunity o# a+out A;1>

+illion in the net % years in tourism sector. India hassigni#icant "otential #or

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+ecoming a ma7or glo+al tourist destination. It is estimated that tourism in Indiacould contri+ute !s./%>/>>> crores to the &P +y 2>2> , a""ro. 1>> millionCS- i# you "ro"erly "lanto develo" and invest on 5onnectivity In#rastructure/Tourism In#rastructure/ Tourism Products/ 5a"acityBuilding and Promotion 0ar6eting ,:TT5 re"ort-. It is estimated there is a need o# around 1> BillionCSA re8uired #or develo"ment o# tourism as "er the di##erent state tourism estimates#or the net #iveyears. :hen you thin6 a+out the long term ca"ital re8uirement o#all states/ it is estimated around %*+illion CS A #or the net 2> years.

$ ra"idly gro'ing middle class/ the advent o# cor"orate incentive travel and themultinational com"aniesinto India has +oosted "ros"ects #or tourism. IndiaDs easyvisa rules/ "u+lic #reedoms and its manyattractions as an ancient civili9ationma6es tourism develo"ment easier than in many other countries. Inorder to attractmore visitors/ India needs to increase room su""ly/ o"en #urther its s6ies to

increase airca"acity/ and u"grade its air"orts/ roads and other in#rastructure toglo+al standards. $lso tourismdevelo"ment needs to +e "ursued 'ith a #ocus onsustaina+ility.

Though the &overnment o# India is allo'ing 1>>@FI in automatic route to Indiain tourism sector andthere is a 'ide ga" +et'een the demand and su""ly o# hotelrooms and other tourism in#rastructure"ro7ects/ 'e have attracted the FI #or avolume o# **>.? million CS A 'hich is 1.4*@ o# the totalFI in#lo' into ourcountry #rom $"ril 2>>> to ecem+er 2>>?.

Re"sons /o$ FDI ines.en in Tou$is.(

Economic li+erali9ation has given a ne' im"etus to the hos"itality industry.

The Indian hos"itality industry is gro'ing at a rate o# 1%@ annually. The currentga" +et'eensu""ly and demand e"ected to 'iden #urther as the economy o"ensand gro's.

The government #orecasts an additional re8uirement o# 2>>/>>> rooms +y theturn o# the century.

The travel and hos"itality industry continues to +e the sector/ 'hich has largely "ro#ited #rom the #astgro'ing economy o# India. This has largely +een due to the3. m tourist arrivals in F>* ,1%@gro'th- over the "revious "eriod. Thecom"ounded gro'th in tourist in#lo' over the last ten years,F;F>- has

+een .2@/ 'hile in the last #ive years/ gro'th stands at .1@ "er annum.

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This increase in the num+er o# tourist arrivals in the country li#ted the country<sstanding in the 'orldo# tourist destinations. The country is ran6ed #ourth amongthe 'orld<s must see countries. Thesector continues to #ace certain "ro+lems.

The country continues to +e marred +y "oor in#rastructure #acilities li6e "oorroad management/ rail and air and sea connectivity. (o'ever/ the "resentgovernment in its endeavor has ta6en a #e' initiativesli6e o"ening o# the "artials6y "olicy. This allo's "rivate domestic airline o"erators to #ly on theIndians6ies. Some states continue to +e in "olitical uncertainties.

$s "er the 2>>4 #indings/ the total num+er o# a""roved rooms +y the&overnment o# India stands ataround />>> ,estimated-. These rooms are #urtherclassi#ied into various segments out o# 'hich/#ive star and #ive star delue hotelsaccount #or around 2?@ o# the total ca"acity/ three star hotels,22@-/ #our star

,@-/ t'o star ,@-/ one star and (eritage hotels ,2@ each- and the rest isdivided+et'een unclassi#ied and una""roved hotels.

$ ra"idly gro'ing middle class/ the advent o# cor"orate incentive travel and themultinationalcom"anies into India has +oosted "ros"ects #or tourism. IndiaDs easyvisa rules/ "u+lic #reedoms andits many attractions as an ancient civili9ationma6es tourism develo"ment easier than in many othercountries.

The #ive star hotel segments have gro'n the #astest during the last #ive years at a5$&! o# [email protected]/ this segment can +e divided into 3 su+;segments )uury/

Business and )eisure. The gro'thin this segment indicates the genre o# travelerscoming into the country. Over the last #e' years thecountry has 'itnessed a largein#lu o# +usiness travelers in the country o'ing to relaation o# thegovernment<sstand on Foreign irect Investments ,FI- #or most o# the sectors in the country.

any #oreign com"anies have already tied u" 'ith "rominent Indian com"anies#or setting u" ne'hotels/ motels and holiday resorts. The entry o# conald<s/Pe"si5o<s Gentuc6y Fried 5hic6en/omino<s and Pi99a (ut has given aninternational glit9 to the hos"itality sector.

It costs an average o# CSA%>;> million to set u" #ive;star hotels 'ith 3>>renta+le rooms in India.The gestation "eriod is usually +et'een three and #ouryears.

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Re"sons /o$ Lo0 FDI in In'i"n Tou$is.

The #ollo'ing are the some o# the reasons #or lo' #oreign direct investment in thissector. They are

ultitude o# taes Ours is the highest ta structure on tourism "ro7ects inthe $sia Paci#ic region. ultitude o# central and state taes; luury ta/e"enditure ta ; is the #undamental "ro+lem "laguing the tourism sector. There isno national 'ide ta "olicy there +y some international hotel chains are hesitatingto esta+lish their su+sidiaries in the India.

(igh Taes One o# the #undamental "ro+lems "laguing the Indian tourism sector

is a multitude o# 5entral and State level taes/ 'hich lead to an increased cost tothe tourists. $ com"arison o# the 5or"orate Ta level in India/ 'hich a##ects thehos"itality sector/ in com"arison 'ith our neigh+ours/ sho's India<s "oorcom"etitive "ositioning.

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On the indirect taes #ront also/ India #airs "oorly as com"ared to com"etingdestinations. The #ollo'ingta+le and #igure sho'cases tourism related ma7orindirect taes +enchmar6ed across com"ara+le locations.

elay in FI $""rovals 0 &ovt. Policies (uge delay in Foreign irect

Investment a""rovals in (otel 0 Tourism sector. ue to delay in a""rovals andlac6 o# guidelines in the tourism "olicy/ the $l#red Ford<s "ro"osed (imalayanS6y Hillage is "ending since last three years. I# it is a""roved it is one o# the

highest FI in the country in tourism sector 'ith CSA 3>> million 'hich also "rovides em"loyment to around 3>>> "eo"le.

(ighest im"ort duty on im"orted li8uor used in hotels Cnder the :TO egotiations #or ar6et $ccess under the $greement o# $griculture ,$o$-/ Indiahad +ound its tari##s at 1>>@ #or "rimary "roducts/ 1%>@ #or "rocessed "roducts,this is the relevant category #or li8uor- and 3>>@ #or edi+le oils/ ece"t #or

2+



certain items ,com"rising a+out 11 tari## lines-/ 'hich 'ere historically +ound ata lo'er level in the earlier negotiations.

:ith the additional duties and sales ta levied +y the State &overnments the costo# alcoholic s"irits sold in hotels to +ona#ide guests is eor+itant. Theinternational "recedence #or li8uor related levies also do not su+stantiate thecurrent level o# taes. !ationali9ation o# the ta on li8uor is there#ore im"ortant toma6e.

Service Ta on Tour O"erators The services "rovided +y a tour o"eratorty"ically includes a 'ide range o# services covering trans"ortation/ +oarding andlodging arrangements/ local sight;seeing and guide services/ etc. 'hich are

"rocured through su+;agencies. Even though *>@ a+atement is "rovided/ taationo# the gross service amount leads to dou+le taation and increases the +urden #or

the tourists. Inland $ir Travel Ta$ir connectivity and Pricing are "roven to +e critical

+arriers in India<s a+ility to +ecome com"etitive in the glo+al tourism mar6et. Inthe current contet/ domestic air travel is much more e"ensive than internationaldestinations located at a similar distance. The dis"arity +et'een Foreign TravelTa ,FTT- and Inland $ir Travel Ta ,I$TT- is one o# the ma7or #actors. FTTconstitutes +et'een 2@; 3@ o# the tic6et "rice 'hile I$TT e##ectively constitutes12@;13@ o# the total tic6et "rice/ ece"t #or north;eastern states 'here the latterhas +een eem"ted. The cost o# domestic air travel is too high in India ascom"ared to international standards. The "rimary reason #or this is costly

$viation Tur+ine Fuel/ 'hich constitutes close to 4>@ o# an airlines o"eratingcost. This in turn is due to the structure o# duties and levies "revalent in India. The

+asic customs duty o# 2>@ 'ith a 5H o# 1*@ results in a total ta o# [email protected] di##erential rates o# sales ta +eing charged +y state governments #urthercom"licate the duty structure. This has led to increased costs to the airlines/ 'hichin turn gets "assed on to the consumer.

25



%1 OT2ER POINTS 3i/ "n*4

2=



C!"#e$-+

INDUSTRY STRUCTURE

2;



+5 In'i"n Tou$is. Co$#o$"e C!"$(

2:



+% T$"el "gens "n' ou$ o#e$"o$s

These men act as a #uel ma6ing the industry an run #or money +y "roviding thecustomers a com"lete satis#action and also "lay a ma7or role in +ridging the ga"

+et'een the customers and other "layers,countries-.

Follo0ing 'i"g$". s!o0s !e c!"nnel o/ 'is$i)uion in ou$is. in'us$*(

2A

Tourism Product

Transport(ccommodation(ttraction

Travel (gent

Tour Operator

>ustomer



Co.#osiion "n' C!"nnel o/ Dis$i)uion 3S$ucu$e4

a7or industries that su""ort tourism industry are de"icted in the diagram +elo'.These #acilities decide the status o# a "lace in a touristDs "ort#olio. They on one

hand attract tourists to a "articular destination and on the other act as a ma7ordemotivating #actor i# they are una+le to #ul#ill the e"ectations o# the visitors.

The middleman may +e a tour o"erator/ 'ho is the 'holesalers/ 'ho +uy tourism "roducts in +ul6 and ma6e them availa+le to travel agents 'ho are retailers. Therange o# tourist "roducts 'hich are +ought +y the tour o"erators are airline seats/hotel accommodation/ +us #or local sight;seeing/ etc. They may also sell directlyto customers.

Ai$line In'us$*

2@

HOTELSHOTELS

TR(5EL ('ENTS 2

TOUR O.ER(TORS

TR(5EL ('ENTS 2

TOUR O.ER(TORS

(IRLINE(IRLINE

DESTIN(TION

S

DESTIN(TION

S

COM.OSIT

ION

COM.OSIT

ION



$ir"orts are the "rimary in#rastructure #acility that a country has to o##er to theinternational tourists. It 'ould +e sur"rising to note that reno'ned touristdestinations li6e ai"ur and &oa do not have an international air"ort.

Foreign guests/ 'ho constitute more than *>@ o# the tourists destined #or thesecities/ currently have to travel via um+ai/ unless they are ready to charter a#light. This ma6es things cum+ersome and time consuming/ thus discouragingmany time conscious tourists #rom visiting these "laces. Similar is the case o#cities li6e $gra/ Cdai"ur and Haranasi 'here #oreign tourists account #ora""roimately %>@ o# the total tourists arrival.

S6OT ANALYSIS – Ai$line In'us$*

STREN7T2S

• $irline is the most "re#erredmode o# trans"ortation +y the#oreign tourists as the convenience

"rovided +y the airlines is higher.• The savings in time that this

mode o# trans"ort o##ers is immense.

6EA8NESSES

• Ine##iciency o# the domesticairlines; there are num+er o# instanceso# #light +eing cancelled or delayed.

• )ac6 o# +asic #acilities at theair"ort.

• &overnment does not allo' theca"acity o# eisting air"orts to increase

"rivate and #oreign o"erators are notgiven clearances to o"erate in thecountry.

+<



OPPORTUNITIES

• $s the tourism industry e"andsthe airline industry is also in #or a

+oom.• evelo"ment and u" gradation

o# the "resent air"orts

• IndiaDs geogra"hic locationma6es it an ideal location to serve asa lin6 +et'een the East and the:est.

T2REATS

• omestic airlines ,$ir India andIndian $irlines- #ace ma7or com"etition#rom other transnational airlines.

• Other countries li6e Singa"ore andchina also try to gra+ "otential tourists.

2oel In'us$*

(otel industry is an essential "art o# tourism. The e"ansion o# tourism is 'ellinevita+le +ringing out develo"ment o# the hotel industry. (otel industry is soclosely lin6ed 'ith the tourism industry that it is res"onsi+le #or a+out %>@ o# the#oreign echange earning #orm tourism trade and enter"rises. The rising volumeo# tourism in#lu +rought into light/ the shortage o# hotels in im"ortant touristscentres<. Gee"ing in vie' the changing standards in the international hotel6ee"ing/the Indian industry has to ma6e a num+er o# im"rovements. It<s notenough to have ade8uate hotel accommodations/ it is e8ually necessary to have at

various levels/ lo' "riced/ moderately "riced/ high "riced/ and a #e' luuryhotels.

+1



(otels may +e categori9ed de"ending u"on #actors such as

• )ocations

• 5ategori9ation according to "lan

•5ategori9ation according to num+er o# rooms.

• 5ategori9ation +y ty"e o# clientele.

• 5ategori9ation +y the length o# stay o# guests.

• 5ategori9ation +y the #acilities that the hotel o##ers.

The Indian hotel +usiness #ocuses largely on #oreign tourists 'ith only 3>@ o# the +usiness coming #rom the domestic +usiness and the leisure travels. The touristarrivals in India are seasonal in nature/ 'ith the +est season +eing #rom Se"tem+erto ecem+er #ollo'ed +y a stee" #all till ay. The "eriod une to Se"tem+er

gains momentum once the monsoons are over. The slac6 season is generally used#or renovation 'or6 and the "eriod is characteri9ed +y discounts to attract clients.

(otels #orm one o# the most im"ortant su""ort service that a##ect the arrival o#tourist to a country. The ma7or "layers in the industry are Indian (otels 5om"any)td ,I(5)- o"erating under the Ta7 +rand/ the O+eroi/ Oriental (otels/ (otel)eela Henture and the $sho6a chain o# hotels/ o'ned and o"erated +y the IndianTourism evelo"ment 5or"oration ,IT5-.

+2



S6OT ANALYSIS – 2OTEL INDUSTRY

STREN7T2S

• $ very 'ide variety o# hotels is

"resent in the country that can #ul#illthe demand o# the tourists.

• There are international "layers in themar6et such as Ta7 and O+eroi. Thus/the needs o# the international touriststravellers are seen to 'hile they areon a visit to India.

• an"o'er costs in the Indian hotel

industry are one o# the lo'est in the'orld. This "rovides +etter margins

#or Indian hotel industry.

• India o##ers a readymade tourist

destination 'ith the resources it has.Thus the magnet to "ull customersalready eists.

6EA8NESSES

• The cost o# land in India is high at

%>@ o# total "ro7ect cost as against1%@ a+road. This acts as a ma7or

deterrent to the Indian hotel industry.• The hotel industry in India is heavily

sta##ed. Indian hotel com"anies have asta## to room ratio o# 31/ this ratio is11 #or international hotel com"anies.

• In India the e"enditure ta/ luury

ta and sales ta in#late the hotel +ill +y over 3>@. E##ective ta in the

South East $sian countries 'or6s outto only 4;%@.

• Only %/>>> hotel rooms are availa+le

in India today/ 'hich is less than theBang6o6 hotel ca"acity.

• The services currently o##ered +y the

hotels in India are only limited value

added services.

++



OPPORTUNITIES

• emand +et'een the national and the

in+ound tourists can +e easily manageddue to di##erence in the "eriod o#holidays. For international tourists the

"ea6 season #or arrival is Se"tem+er toarch 'hen the climatic conditions aresuita+le 'hereas the national tourist'aits #or school holidays/ generally the

summer months.

• In the long;term the hotel industry in

India has latent "otential #or gro'th.This is +ecause India is an idealdestination #or tourists as it is the onlycountry 'ith the most diverseto"ogra"hy. For India/ the in+oundtourists are a mere >.4@ o# the glo+al#igures. This num+er is e"ected to

increase at a "henomenal rate thus "ushing u" the demand #or the hotelindustry

T2REATS

• &uesthouses re"lace the hotels. This is a

gro'ing trend in the 'est and is no'catching u" in India also/ thus divertingthe hotel tra##ic.

• Political tur+ulence in the area reduces

tourist tra##ic and thus the +usiness o# thehotels. In India eam"les o# the same areInsurgency in ammu Gashmir and the

Gargil 'ar.

• The economic conditions o# a country

have a direct im"act on the earnings inhotel industry. It can see that the "resenteconomic slo'do'n in India has led to a%1.*@ #all in the industry average net

"ro#its #or the second 8uarter o# thecurrent #inancial year/ 2>>>.

Desin"ions

These include the several religious/ historical and trade "laces in India li6e elhi/

$gra ,Ta7ahal-/ !a7asthan/ Tiru"athi/ um+ai/ (ydera+ad/ anali/ &oa etc.'hich are not 7ust tourist hot s"ots +ut also +usiness 5entre<s #or tourism industry.

+5



So.e o/ !e .os Po#ul"$ ou$is 'esin"ions in In'i"(

D"l l"9e-8"s!.i$ T": M"!"l-Ag$"

8e$"l" C!"$.in"$-2*'e$")"'

++ ;"$$ie$s in In'us$*

7oe$n.en(

The government is the most im"ortant "layer in this industry and all the other "layers have to #ollo' the lead ta6en +y it. (o'ever/ the actions o# thegovernment have not +een "roactive. !ather it has +een late in rising to theo""ortunity that the tourism industry o##ers. There are not enough incentives

+eing o##ered to the other "layers li6e (otels and the travel agencies. The

+=



government should +e ta6ing the lead and attracting the industry to "laces thathave vast tourist "otential +ut have still not #ully develo"ed. There are variousrestrictions in areas li6e Si66im and the ortheast that should +e relaed so thatmore "eo"le can visit those "laces.

Poo$ In/$"s$ucu$e(

elayed or a+sence o# connectivity to di##erent locations/ lac6 o# "ro"eraccommodation #acilities/ +ad roads and no communication #acilities are some o#the #actors that are sto""ing "eo"le #rom visiting many "laces. Cnless thein#rastructure is "ro"erly develo"ed/ a large ma7ority o# tourists 'ill give thecountry a s6i".

A##$e!ensions ")ou !e l"0 "n' o$'e$ siu"ions(

The lac6 o# security that is #aced +y a lot o# tourist is also a ma7or cause #orconcern. There have +een many instances 'here tourist have +een "hysicallyassaulted/ ro++ed and seually harassed. $ny such incident re#lects +adly on thecountry and creates a negative image.

Misconce#ion ")ou !e Coun$*(

The image o# the country has ta6en a long time #or the change #rom the old imageo# the land o# sna6e charmers. There are many "laces 'here the image o# India isone o# "overty/ su"erstition/ and diseases. One o# the main reasons 'hy tourist donot visit the country has +een the #ear o# +een in#ected +y some eotic disease.The case o# Plague in Surat in 14 led to a decrease o# 3*@ in arrival o# #oreigntourists in India $ll these misconce"tions unless addresses immediately 'illcreate a "ro+lem #or the gro'th o# the industry.

+;



C!"#e$-,

INDUSTRYENVIRONMENT

+:



Core product

Formal

Augmented

Future

,% FRA7MENTATION

Total Product 5once"t

+A



T!e Desin"ion P$o'uc (

Co$e

#$o'uc

The +asic

+ene#it

$n e"erience "roviding an insight into a di##erent

culture/ tradition and li#estyle.

Fo$."l Thee"ected

5om#ort during the tour

Instruction manual "rovided #or +etter understanding o#the "laces o# visitJ +rand name K e.g. Gerala 6no'n asL&od<s o'n countryM

Nuality assurance and TN K e.g. Gerala has 8ualityassurance and TN im"lemented #or all its "roducts,+ac6'ater li#e and ha+itats and traditional house+oats-/services and #acilities. This im"lies it has com"letecleanliness in its surroundings and eco;tourism is alsoassured.

Aug.ene'

In additionto the

e"ected +ene#it

Providing the tourist 'ith guide cassettes and also aninter"reter to increase interactivity and understanding.Eg K tours to historical and archeological sites re8uireselucidation/ 'hich can +e ensured through thementioned meansJ serving multi;"ur"ose tourism/ i.e.

#orming a chain o# destination/ circuit theme +ycuddling di##erent states. Eg 1 K educational circuit/ +usiness circuit/ "ilgrimage circuit/ +each circuit KGerala +ac6'aters/ &oa /Tamiladu. Eg 2 ; !ende9vous'ith aharashtra and the ughals.

+@



Co$e The +asic +ene#itServing rooms/ #ood/ 6itchenand sta##.

Fo$."lThe e"ected

5leanliness/ timely service/ "olite and courteous +ehavior/menu availa+ility/ music.

Aug.ene'In addition to the e"ected

+ene#it

S"ar6ling #loors/ am+ience/smiling em"loyees/ music o#choice/ :elcome #lo'ers/'elcome drin6.

Fuu$e Beyond the usual/serendi"ity ,"leasantsur"rise-

5oo6ies in the room/manager<s 'ord o# than6s/giving sur"rise "arties to theguest and delight the guest.The em"hasis is onrelationshi" mar6eting.

TOUR-OPERATOR PRODUCT(

Co$e

#$o'uc

The +asic +ene#it

Pac6aged tour 'hich includes travel guidance/ "lanning/ "ricing/ accommodation/ local travel andsight seeing

Fo$."l The e"ected Insurance/ air"ort "ic6;u"s/ #oreign echangeassistance ,!a7 Travels-/ airline tic6eting/ sa#e travel

guide/ +randing the "roduct #or easy identity. Eg KSOT5/ 5o 0 Gings/ etc

51



Aug.ene' In addition tothe e"ected

+ene#it

Payment o"tion K travel no'/ "ay later< ,on the +asis o# +an6 a##iliations-/ tourism on credit card,!a7 Travels-J "remium o##ers K s"ecial "ac6agedealsJ guarantees K in case o# cancellation o# #lights/

tour #ailures/ +ad 'eather/ etc. J loyalty schemesJ'eather re"orts K o# di##erent countries/ 'ith month'ise K maimum/ minimum tem"erature/ humidityand rainJ recommended tours K #or every age grou"and interestsJ ta6e a'ay gi#ts ,souvenirs- ; at the endo# every tour

Fuu$e Beyond theusual/serendi"ity,"leasantsur"rise-

a6e your o'n "ac6age ,customi9ed "ac6ages-J #ree "hoto sessionsJ video shooting K o# the entire tri" +ythe tour o"eratorsJ incentives K 'ith every tour

"ac6age/ one more/ at hal# the "rice.

,+ In'us$* T$en' 3E.e$ging o$ Declining4

The tourism industry not unli6e the other industries gro's 'ith the increase in thes"ending o# the "eo"le. The more the "eo"le s"end the more the industry gro's.The s"ending "o'er o# the "eo"le has +een increasing in the country and all overthe 'orld.

Since India is concentrating on the international tourists/ the large increase in the

s"ending "o'er in most develo"ed countries has le#t a large amount o# idle cashin their hands. This has led to the tourism +oom the 'orld over and India has +eenno ece"tion.

The tourism industry has +een gro'ing steadily. Belo' are the charts de"ictingthe gro'th in o# the tourism industry various dimensions ; Foreign tourist arrivals/Foreign echange earnings/ etc.

52



5+



55



5=



C!"#e$-1

INDUSTRY POLICIES

5;



1% Policies

(igh ca"ital e"enditure acts as an entry +arrier in the industry 'ith theavaila+ility o# "rime land at economically via+le rates +eing a ma7or constraint.

The gestation "eriod is long and +rea6 even normally ta6es #ive to eight years toha""en. ue to this the esta+lished "layers li6e Indian (otels/ E.I.(/ etc. have anadvantage over #oreign ma7ors as they already have 'ell esta+lishments at "rimelocations.

India 'as late to 'a6e u" to the "otential o# tourism as an industry that is not 7ustan earner o# "revious #oreign echange +ut also one that could generate a lot o#em"loyment through hori9ontal and vertical lin6ages. The im"ortance andsigni#icance o# tourism could +e understood #rom the o+servation o# CES5O/'hich says/ Tourism is a traditional instrument/ 'hich ena+les culture to thereha+ilitated and made 6no' to the rest o# the 'orld. It is said itDs a smo6elessindustry and has +ecome second to the "etroleum industry in 'orld trade.

This great im"ortance 'as #ormally ac6no'ledged 'hen the QQIC. &eneralassem+ly designated 1*? as international tourist year 'ith a unanimousresolution recogni9ing that tourism is a +asic and most desira+le activitydeserving the "raise and encouragement o# all "eo"les o# government.

:hen traveling a'ay #rom home/ tourist comes in contact 'ith the "laces they

visit 'ith their inha+itants and social echange ta6es "lace. Their "resence andsocial +ac6ground a##ect the social structure and mode o# li#e at the destination.Tourists are in turn a##ected +y the e"erience and and o#ten carry +ac6 home'ith them/ ne' ha+its and ne' outloo6 on li#e.

Tourist has great educational signi#icance. 5ontact +et'een "eo"le o# di##erentraces and nationalities 'iden ones outloo6. Tourism/ 'hether domestic orinternational has common economies signi#icance in the sense that money earnedin "laces visited large sums o# trans#erred to the host economies 'here this money

"rovided a source o# income/ a means o# livelihood and amenities #or the resident "o"ulation. Purchasing "o'er is generated in the receiving areas through thee"enditure o# visitors. oney received is s"ent and resent and this multi"lier

"rocess the host country is a +ene#iciary.

International tourism is o# great im"ortance in international trade in the sense thatit enters into the +alance o# "ayments o# accounts o# individual countries

5:



generating tourist tra##ic and e"ort #or countries receiving tourist tra##ic. Formany countries is a ma7or item in 'orld trade. These countries ehi+it #astergro'th in tourism than in trade o# goods.

Do.esic "n' Ine$n"ion"l Tou$is.

Csually/ a distention is dra'n +et'een domestic or internal and #oreign o#international tourism. In domestic tourism "eo"le travel outside their normaldomicile to other areas 'ithin the country. Barriers li6e language/ currency anddocumentation are not in the domestic tourism. But in India/ since di##erenceestates have di##erent languagesJone<s o'n language may not serve a medium o#communication. omestic tourism has no +alance o# "ayment im"lications.

:hen "eo"le travel to a country other than 'hich they normally live in is 6no'n

as international tourism/ the distinction +et'een domestic and internationaltourism is no' diminishing. The reasons +eing

• )anguage +arriers are reduced +y im"roving language s6ills

• 5urrency and customs unions are develo"ing in many Euro"ean countries.

• :ith glo+ali9ation the #ree movement o# "eo"le is gro'ing.

5onsidering the greater multi"lier e##ect in domestic tourism/ domestic tourism'ould have received greater em"hasis in India.

!elia+le data on the gro'th o# domestic tourists tra##ic are not availa+le as notetensive survey has +een conducted on a national level +y any agency/government or other'ise not given the numerous #estivals cele+rated throughoutout the year/ the innumera+le touristDs centers in the country/ the geogra"hicale"ands and the resource constraints/ estimates o# documents touristsD tra##icthrough an eecutive survey is considered im"ossi+le.

omestic tourism i# considered se"arate #rom the travel #or religious and

commercial "ur"ose. It is a "ost;inde"endence "henomenon. Industrial gro'th/im"rovement in the standard o# living/ rise in dis"osa+le income and mostim"ortantly the im"rovement o# tourist in#rastructure search as hotels/ air/ trainand road trans"ort has contri+uted to the im"ressive gro'th in tourist tra##ic.

The de#inition o# a domestic tourist is a "erson 'ho travels 'ithin the country to a "lace o# residence and stays at hotels or other accommodations esta+lishments run

5A



on commercial +asis or in dharmashalas/ sarais/ chaultries etc. #or duration o# notless than 24 hours.

The #actors that govern the magnitude o# domestic tourist tra##ic are the religiousand cultural im"ortance o# a "lace. The etent o# manu#acturing/ +usiness andtrading activity/ the climatic conditions/ the in#rastructure #acilities availa+le andthe geogra"hical location etc. the current rough estimate o# domestic tourism inIndia is ten million a year.

1+ Rese"$c! & Deelo#.en(

E//ecie M"$9e Rese"$c! o =Un'e$s"n' Tou$iss>

5onducting etensive mar6et research to 6no' a+out the desired destinationattri+utes and tourists< satis#action might +e one "art o# the overallcom"etitiveness enhancement strategy< #or Indian Tourism Industry. In thiscontet a research underta6en +y auritius Tourism can serve as a model. Itconducted a year long survey at their main air"ort and covered all tourists o# theirtarget mar6et/ at the time 'hen they 'ere leaving the country. This research

"rovided them critical insights a+out the e"erience and as"irations o# their targetmar6et 'hich hel"ed in #urther +oosting u" their +read and +utter industry +yma6ing it more attractive and "leasura+le #or those 'ho matter. India canre"licate the model a#ter ma6ing o+vious ada"tations.

Res$ucu$ing =O$g"ni?"ion S$ucu$e> "n' =Pl"nning F$".e0o$9>

Tou$is. "n' Mel)ou$ne Tou$is. –

Beginning #rom the to" level/ in order to +e com"etitive/ a com"etitiveorgani9ational structure< and "lanning #rame'or6< are a "rere8uisite.Structural setu" at the to" o# Indian Tourism Industry is not su##iciently +usiness Rindustry oriented and is adversely a##ecting the all im"ortant 'or6 o# #raming the

"lans/ "olicies and guidelines/ 'hich then a##ect the im"lementation o# the sameat the lo'er levels. The adverse a##ects are visi+le in the structure and 'or6ing o#

the government o'ned esta+lishments in this industry ,tourist +ungalo's/ hotels/rail'ays and other trans"ort/ (! in T5/ destination management etc- 'ho donot seem to +elong to this industry. Till the seventh % year "lan ,1% K >-tourism 'as never given the im"ortance it deserves and "oor "lanning and lac6 o#coordination/ characteri9ed +y am+iguity and vagueness and contradictory

"olicies/ led to an unregulated gro'th o# tourism in India.

5@



In other 'ords the 'hole structure at the to" and the #oremost #unction o# "lanning are not com"etitive enough to "rovide Indian Tourism Industry 'ith astrong #oundation and right direction. In this contet/ !e s$ucu$"l .o'el o/

C"n"'" Tou$is. 'hich is +usiness oriented and suita+le #or a highly com"etitiveenvironment/ can +e considered a#ter o+vious ada"tations #or Indian re8uirements.5anada tourism has s"eci#ically chosen 1> destinations and divided them in 3regions ,$sia; Paci#ic/ orth $merica/ Euro"ean R )atin $merica- as their targetmar6et 'ith se"arate mar6eting de"artments #or each and in this 'ay it hasachieved accounta+ility and #ocus. They research/ identi#y and monitor the 6eytrends< in tourism #or each o# their target mar6et and on that +asis conduct athorough S:OT analysis o# each region and #inally/ set s"eci#ic "riorities #oreach region as to 'hat to achieve. This structure creates Ltarget mar6ets"ecialistsM 'ho understand the tourists #rom their target mar6ets and thus are

+etter e8ui""ed to satis#y them. The ar6eting e"artment is engaged in to";

level guidance/ "lanning and research and it is Su""orted +y a sales de"artmentthat im"lements mar6eting develo"ment activities and leads the media and

"romotion activities.

E//ecie Desin"ion M"n"ge.en !$oug! Encou$"ging ;usiness O#e$"o$s

/o$ A'o#ing 2ig!e$ S"n'"$'s - C"se o/ 7$e" ;"$$ie$ Ree/ M"$ine P"$9

3Aus$"li"4 –

estination anagement is another area 'here Indian Tourism Industry has "er#ormed misera+ly and negatively a##ects the im"ression o# tourists. The &reatBarrier !ee# ,$ustralia- "resents a remar6a+le case o# destination managementand it #alsi#ies the great Indian myths a+out destination management that largenum+er o# tourists and large areas are tough to manage<. This marine "ar6 has a

+oundary o# 23>> 6ms. and it 'elcomes 2 million tourists and 4. millionrecreational visitors every year. The &reat Barrier !ee# arinePar6 $uthority ,&B!P$- has +een created +y $ustralian Tourism to managethis destination and the marine "ar6 has recently 'on the +est destination< "ri9e&B!P$ encourages tourism +usiness o"erators to ta6e u" K LTheEco5erti#ication ProgramM ,develo"ed and o"erated +y Ecotourism $ustralia/ #orensuring/ identi#ying and monitoring high standards in ecologically sustaina+le

tourism o"erations and there+y hel"ing in "rotecting and managing thedestination- and it re'ards +usiness o"erators/ i# they ado"t high standards or im"rove their "er#ormance in ecotourism through lucrative incentives/ li6e Ketending duration o# their 'or6 "ermits/ listing them on o##icial 'e+site and

"u+lications ,$ustralian Ecotourism irectory etc-/ sho'casing them at variousim"ortant tourism related events ,ehi+itions etc-.

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1, Role o/ A'e$ising

5reation o# a'areness is an im"ortant #actor in the #ormulation o# mar6eting mi#or the tourism industry. The aim o# "romotion #alls into three main categories

To in#orm To remind

To "ersuade

It 'ill al'ays +e necessary to in#orm "ros"ective customers a+out ne' "roductsand services/ ne' uses/ "rice changes/ in#ormation to +uild consumer con#idenceand to reduce #ears/ #ull descri"tions o# service o##erings/ image +uilding ,o#destinations- etc.

So.e o/ !e i.#o$"n "s#ecs o/ "'e$ising "$e-

$dvertising and sales "romotion; these activities are very e##ective 'hensu""lemented +y "u+licity and "ersonal selling. $dvertising messages range #romsu+tly attractive visual messages and sym+ols designed to a""eal and stimulatetravel desires and needs/ to sim"le sales announcements dra'ing attention tos"eci#ic "roduct o##ers.

ost travel and tourism advertising is aimed at consumer or the travel tradeaiming s"eci#ically on a tourist "roduct +ut large organi9ations li6e airlines andhotel grou"s also +uy media s"ace to communicate the name and image o# theorgani9ation as a 'hole.

Pu+lic relations and "u+licity; This include regular articles and "hotogra"hso# the tour attraction/ use o# TH/ radio holiday "rogram and travel 7ournalists to

"romote editorial comments.

:ord o# mouth; research sho's that a+out >@ o# the tourists visiteddi##erent "laces on the "ersuasion o# their #riends and relatives and also their o'n

7udgement. This indicates 'ord;o#;mouth "romotion is an im"ortant tool intourism mar6eting.

Incentives ; Incentives to agents/ customers and sales #orce are also givento induce immediate res"onse li6e;"rice cuts/ discount vouchers to use certain#acilities in the location/ #ree gi#ts/ "rice dra's etc.

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Brochures; these are "rovided +y the tour o"erators to stimulate customersand motivate them to +uy. They are used to demonstrate in "ictures and 'ords theimage and "ositioning o# the "roduct and organi9ations.

Ne0 conce# in #$o.oion ; LPIPELINE PROMOTIONM

(otel o'ners and airlines need to "romote their services to tour o"erators 'ho arein e##ect 'holesalers o# travel services and "roducts as 'ell as "romoting theirservice to end users and inde"endent travellers. Similarly tour o"erators 'ill 'antto ensure that travel agents sell their services in a "ositive manner and 'illthere#ore 'ant to advertise to the agents the +ene#its o# selling their tours 'hilstadvertising a totally di##erent set o# +ene#its to the end user.

T!e Inc$e'i)le In'i" C".#"ign

This cam"aign 'hich 'as started in ecem+er 2>>2 is the #irst intensive initiative#rom the tourism de"artment to'ards increasing tourist in#lo's to India. Thecam"aign touts the country<s ystical/ S"iritual and (ealing traditions. It #ocuseson small/ une"lored tourist s"ots.

The e"artment o# Tourism 'on the P$T$ &O) $:$! ,2>>3- #or BEST$!GETI& in "rint media category.

Achievements of the campaign:

Foreign echange earnings 'ent u" +y 23 @ ,2>>3-. International tourist arrivals increased +y 1* @ .

Total earnings increased #rom !s.14>>> cr. to !s.1?2>> cr.

II$ selected among the to" 1> "re#erred destinations LThe 5onde ast

TravellerM.

$mong the to" % destinations LThe )onely Planet Travel &uideM.

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C!"#e$-@

INDUSTRY

ATTRACTIVENESS

=+



@% Poeni"l

India is a multi;destination country 'ith a variety o# tourist attractions and#acilities. It is the second largest net #oreign echange earner +y 'ay o#

invisi+le e"orts. Tourism creates more 7o+s than any other sector #or everyru"ee invested. It has a ma7or role in "romoting large;scale em"loymento""ortunities. Gee"ing this in vie'/ it has +een granted the status o# anindustry. Several incentives have +een made availa+le +y the 5entral andState governments to this sector. These e##orts have largely "romoted touristarrivals in the country during the #irst 8uarter o# this year. Foreign echangeearnings during this year have registered a signi#icance increase o# .3 "ercent so #ar. The total earnings u" to arch 2>>1 'ere !s. 4/43>.? cr. Indollar terms it 'as CSA ??.1 million.

In vie' o# the #ierce com"etition in tourist generating mar6ets #rom severalcountries/ it +ecomes necessary #or India to strengthen its "romotional andmar6eting e##orts continuously even to maintain its eisting mar6eting share.Ste"s are/ there#ore/ +eing ta6en to develo" and im"lement strategicmar6eting "rograms +ased on mar6et segmentation analysis. E##orts arecontinuing to #ocus on cultural heritage as 'ell as "ilgrim tourism/ etensiveuse o# technology measures to im"rove tourist in#ormation/ laying stress on

!I and ethnic segments/ s"ecial cam"aigns "romoting India in summer and

monsoon months and "romotion o# yoga and $yurveda #or mental/ "hysicaland s"iritual health.

@+ In'us$* 7$o0!

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IndiaDs tourist industry is +ooming due to a rush o# #oreign tourists andincreased travel +y Indians to domestic and overseas destinations.

early #our million #oreign tourists visited India in 2>>/ a 1%@ increase

over the "revious year. Pros"ects loo6 even +etter this year/ 'ith touristarrivals already u" nearly 2>@.

The visitors are "ouring in #rom all over the 'orld Euro"e/ $#rica/Southeast $sia and $ustralia. $t the same time/ the num+er o# Indianstraveling a+road last year increased +y 3>@/ to 4.% million.

The +oom has come even as glo+al tourism has dro""ed/ due to theSe"tem+er 11 terrorist attac6s in the Cnited States/ the out+rea6 o# Severe$cute !es"iratory Syndrome in East $sia/ and the Ira8 'ar.

Tourism "ro#essionals cite several reasons #or the +uoyancy in the Indianindustry. The recent surge in the Indian economy has raised middle classincomes/ "rom"ting more "eo"le to s"end money on vacations a+road or athome.

$t the same time/ IndiaDs emergence as a glo+al in#ormation technology hu+and an aggressive advertising cam"aign +y the government are credited 'ithchanging IndiaDs image #rom that o# a land o# sna6e;charmers/ and s"ar6ing

ne' interest among overseas travellers.

@, 2iso$*

IT5 came into eistence in Octo+er 1** and has +een the "rime mover in the "rogressive develo"ment/ "romotion and e"ansion o# tourism in the country.Broadly/ the main o+7ectives o# the 5or"oration are

To construct/ ta6e over and manage eisting hotels and mar6et hotels/ Beach!esorts/ Travellers< )odgesR!estaurantsJ To "rovide trans"ort/ entertainment/sho""ing and conventional servicesJ To "roduce/distri+ute/ tourist "u+licity materialJ To renderconsultancy;cum;managerial services in Indiaand a+roadJ To carry on the +usiness as Full;Fledged oney 5hangers ,FF5-/ restricted

==



money changers etcJ and To "rovide innovating/ de"enda+le and value #or moneysolutions to the needs o# tourism develo"ment and engineering industry including

"roviding consultancy and "ro7ect im"lementation.The authorised ca"ital o# the5or"oration is !s ?% crores and the "aid u" ca"ital as on 31.3.2>>% 'as !s *?.%2crores. .?4@ o# the "aid u" e8uity ca"ital o# the 5or"oration is held in thename o# President o# India.The 5or"oration is running hotels/ restaurants at various "laces #or tourists/

+esides "roviding trans"ort #acilities. In addition/ the 5or"oration is engaged in "roduction/ distri+ution and sale o# tourist "u+licity literature and "rovidingentertainment and duty #ree sho""ing #acilities to the tourists. The 5or"orationhas diversi#ied into ne' avenuesRinnovative services li6e Full;Fledged oney5hanger ,FF5- services/ engineering related consultancy services etc. The$sho6 Institute o# (os"itality 0 Tourism anagement o# the 5or"oration im"artstraining and education in the #ield o# tourism and hos"itality.

Presently/ IT5 has a net'or6 o# eight $sho6 &rou" o# (otels/ si oint Henture(otels/ 2 !estaurants ,including one $ir"ort !estaurant-/ 12 Trans"ort Cnits/ oneTourist Service Station/ 3? uty Free Sho"s at International as 'ell as omestic5ustoms $ir"orts/ one Ta Free outlet and t'o Sound 0 )ight Sho's. Besides/IT5 is also managing a hotel at Bharat"ur and a restaurant at Gosi on +ehal# o#the e"artment o# Tourism. In addition/ it is also managing catering services at:estern 5ourt/ Higyan Bha'an/ (ydera+ad (ouse and ational edia Press5entre at Shastri Bha'an/ e' elhi.

Delhi Declaration:To "romote tourism interests/ the :orld Tourism Organi9ation ,:TO- organised/a South $sian inisterial Summit on oint Promotion and ar6eting o# Tourism<'ith su""ort #rom the South $sia Travel and Tourism Echange ,S$TTE-/ on$"ril 23/2>>1 in e' elhi. The inisterial Summit 'as "resided over +y theinister #or 5ulture and Tourism/ Shri$nanth Gumar. It 'as held 'ithin the#rame'or6 o# S$TTE 2>>1. The ma7or conclave is yet another mani#estation o#the solidarity among the South $sian nations to #urther "romote the region on acollective +asis in the "rimary source mar6ets. The Summit has also mar6ed the

+eginning o# a ne' and lasting relationshi" +et'een :TO<s em+er States inSouth $sia and S$TTE 'hich has emerged as the "remier #orum #or mar6etingSouth $sian Tourism.

The South $sian Tourism inisters< eet has suggested a 7oint mar6eting "lan to "romote the region as one tourist destination and to cele+rate 2>>3 as the visitSouth $sia year. The three;day meeting 'as attended +y Pa6istan/ Bangladesh/

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Sri )an6a/ e"al/ Bhutan and Iran/ +esides India. The inisters "artici"ating inthe meeting 'ere o# the o"inion that des"ite an overall gro'th o# "er cent lastyear in the region/ the total tourist arrival 'as less than 1 "er cent o# the glo+almar6eting share. Inade8uate "ro7ection and negative "erce"tion o# South $siaheld +y some o# the travel trade and "ros"ective tourists in the main touristgenerating mar6ets 'as one o# the #actors to +e addressed urgently.

The inister o# Tourism/ Shri$nanth Gumar/ said that a time;+ound action "lan'ould +e ta6en u" very soon #or mar6eting the South $sia region as an emergingdestination. :TO<s E"ertise 'ould +e sought to chal6 out the #inancing/ revie'and monitoring mechanisms. $ coordinating meeting 'ould also +e set u" as theorgani9ational lin6 +et'een the &overnments and the industry in the region and todra' a strong "u+lic;"rivate "artnershi" "rogram #or "romotion o# tourism/ hesaid.

$#ter the meeting/ the "artici"ating countries signed The elhi eclaration 'hichsuggests their 7oint commitment to "romote the region as one destination. Theeclaration suggested a common logo and slogan/ 7oint "artici"ation o# South$sia Tourist village at "rominent travel trade #airs the 'orld over/ organi9ationso# South $sia Travel art in rotation in mem+er countries/ 7oint advertising andhosting o# multi;country #amiliari9ation tri"s #or travel agents/ tour o"erators andmedia "ersons. It also suggested creation o# a dedicated regional tourism 'e+ siteand develo"ment o# South $sia Travel $gents< $ccreditation Scheme K +ased onan agreed curriculum and testing "rocedure.

The meeting 'as attended +y the inisters o# Sri )an6a/ e"al/ aldives/ Iranand re"resentatives o# Pa6istan and Bangladesh. The Secretary &eneral o# :orldTourism Organi9ation/ President/ Euro"ean 5ommission/ 5hairman o# 5eylonTourist Board and industry leaders/ re"resentatives o# airlines/ hotels and traveltrade also "artici"ated in the meeting.

uring the deli+erations India and e"al agreed to set u" a 'or6ing grou" toidenti#y areas o# coo"eration in tourism 'hich may include com+ined tourismcircuits/ coo"eration in in#rastructure develo"ment and 7oint mar6eting o# tourism

"roducts. Both the countries 'ill also sign a tourism agreement to "rovide #or atas6 #orce #or im"lementation and revie' "rogress once in si months. uring themeeting/ +oth the sides decided to #orm Buddha 5ircuit including the +irth "laceo# &autam Buddha in e"al and the "laces in India'here he "reached. $!eligious 5ircuit including Pashu"atiath and u6tinath in e"al and Gashi inIndia also to +e #ormed. $n $dventure 5ircuit 'as also "ro"osed in vie' o# the

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6een interest in mountains and rivers o# +oth the countries the 'orld over to +e 7ointly mar6eted +y India and e"al.

To s"read greater a'areness a+out the country<s rich heritage and to encourageconservation and restoration e##orts/ South $sia Travel and Tourism Echange,S$TTE- and Indian ational Trust #or $rt and 5ultural heritage ,IT$5(- have

7oined hands to institute a'ards #or ecellence in the #ield. Both S$TTE andIT$5( are committed to conservation o# India<s natural and cultural heritage/long;term sustaina+le tourism and "reservation o# the living culture o# localcommunities at heritage sites.

To o##er su""ort and "romote res"onsi+le tourism that is sensitive to the heritageo# the country/ S$TTE and IT$5( have instituted an a'ard in each o# the threecategories ; a conservation "ro7ect at a heritage site o# ecellence in conce"t and

eecutionJ an innovative heritage tourism "ro7ect that "rovides a soundinter"retation o# culture and o##ers the visitors a uni8ue o""ortunity to understandthe many layers o# India<s heritage and a tourism "ro7ect that contri+utes to

"rotection and enhancement o# its natural and cultural environment.

@1 Li/e C*cle S"ges(

T!e li/e c*cle o/ !e ou$is. #$o'uc

$s in other economic sectors/ tourism #ollo's a "roduct li#e cycle/ 'ith a curvesimilar to that o# the a+ove gra"h. In this "rocess several stages can +e identi#ied

=A



STA7E %( DISCOVERY

uring the early discovery stage o# the cycle a small num+er o# uno+trusivevisitors arrive see6ing uns"oiled destinations. These early e"lorer touristsgenerally s"ea6 the language and identi#y 'ith the local culture. The social im"actin this stage is generally small and resident attitudes are #airly "ositive to'ardstourism.

STA7E +( LAUNC2

uring this stage the num+er o# incoming tourists increases. The host communityres"onds to the increasing num+ers o# tourist +y "roviding #acilities. Businessesremain #amily +ased and the visitor;resident relationshi" is still harmonious. )aterin this stage/ visitor num+ers increase and the community +ecomes a tourist

resort. Outside interests +ecome involved develo"ing +usinesses and tourist#acilities. This is ty"ically the stage during 'hich T5 ,Trans;ational5or"orations- #oreign investment enters the cycle. igrant 'or6ers/ attracted +ythe "ros"ect o# tourist;related 7o+s/ may enter the community and reduce residentcontact 'ith visitors. The tourist;relationshi" is converted into one o# +usiness asthe novelty o# ne' visitor arrivals declines. The more culturally sensitivee"lorers move on to ne' uns"oiled areas and are re"laced +y the massmar6et.

STA7E ,( STA7NATION

The stage in 'hich saturation is reached. The 8uality o# tourist services #alls/demand levels o##/ and the environmental degradation o# the tourist destination

+egins to +e o+vious and 'orrying. The tourist destination at this stage is said tohave reached DmaturityD.

STA7E 1( DECLINE

'hich re"resents the current state o# mature tourist destinations on the 5ostaBrava in S"ain. Falling "ro#its lead to #oreign;o'ned +usinesses 'ithdra'ing and

the community is le#t to "ic6 u" the "ieces.

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C!"#e$ -

INDUSTRY

PERFORMANCE

;<



% P$o/i")ili*(

;1



;2



+ Tec!nologic"l A'"nce.en(

E–Co..e$ce

$ll those 'e+ sites and "ortals launched +y government as 'ell as "rivateorgani9ations 'ould o##er a 'ide range o# tourism "roducts and services li6eairlines/ hotels/ restaurants/ cam";sites/ tours/ activity centers/ concerts/ #estivities/sho""ing and many more 'ith choicest o# assortments o# services.Plan the tour online through agents< 'e+ sites. !eservation or sho""ing o##acilities #or train/ airlines/ cruise/ hotels/ resorts/ motels/ rental cars andadventures can +e done on line. Still leaving a "art o# sim"le 'e+ +ased "ortal/'hich 7ust "rovides static in#ormation 0 +eauti#ul "ictures 'ith less u"dated6no'ledge and data trans#er/ tourism industry is e"ecting more "ractical andsatis#ied chain solutions #rom In#ormation Technology.

A'"nce ec!nologies in Tou$is. In'us$*

!ather than .5om 0 e;commerce/ travel and tourism industry is loo6ing #orsolution li6e E;Business or C;Business ,Cniversal Business- solutions.

;+



Cuso.e$ $el"ions!i# ."n"ge.en

5! +ased system ena+les service "rovider to "rovide 6no'ledge/ value ande##icient service to its clients. 5! ena+les service "rovider to +uild u" a li#etime relationshi" +y "roviding on time solutions. Es"ecially tourism industryneeds ecellent 5! solutions to assist visitors or clients +e#ore #lying on tour/during tour and al'ays a#ter tour services. 5! solutions can +e "rovided to avisitor through 'e+/ email/ call centre/ 6ios6s and travelling in#ormation o##icesanytime 0 any'here.:hat an e"erience :e are standing at Ta7ahal and 'e are a+le to readhistory details 'ith all gra"hics and animated roles on multimedia 6ios6s. Even'e can chec6 our #urther travel registration re8uest "rocess through 6ios6s. Somuch +eyond our imagination.V"lue c!"in ineg$"ion

Tourism industry is a chain o# many service "roviders. In long term solutions/cost cutting 0 e##ectiveness in data 0 in#ormation trans#er/ s"eed in transactionsand loo6ing to'ards heavy multimedia +ased services K +ac6 end systems needecellent value chain integration through solutions li6e S5/ E!P and 5!.(o'ever till today a""lications o# S5 and E!P are not u" to the industrialremar6s as tourism industry is 6ind o# service industry.

8no0le'ge M"n"ge.en S*se.s

G and +usiness intelligence systems have 'ide sco"e o# im"lementation inTourism industry. :ell/ 'ell/ 'ell 'e can imagine it. 5om"aring historytimelines and "roviding instance 6no'ledge a+out "lace on the s"ot ma6es eagerto 6no' more a+out "lace to a tourist. Even in#ormation ena+les analyst to #indtourist<s +ehaviour and trends 'ith data and in#ormation. To #ind out customer<sdemand is no more di##icult tas6.

Use o/ "'"nce ec!nologies

Interactive igital Television ,ITH-/ o+ile technologies and Internet arecarving ne' #aces in customer services #or tourism industry. That<s great #oradventure tourist. :here am I ou are in dangerous #orest. Be'areThrough a mo+ile/ tourist can +e guided through cultural heritage through multi Klanguage voice/ tet or images. Even it is "ossi+le #or a tourist to #ind details on

;5



#ees/ o"ening days and timings #or near+y "laces. Find +oo6sho"/ ca#e/ restaurantor $T #rom 'here ever 'e are.

6is!ing *ou " 2"##* :ou$ne* (

In advanced countries/ e K tourism conce"t 'as a""lied and "ut in "ractice in lastdecade. (o'ever e K tourism is still in gro'ing "hase 'ith advance technology<sa""lication. But #or develo"ing countries and underdevelo"ed countries it is underutili9ation "hase.:ith a""lication o# e;tourism/ the travellers 'ould +e a+le to ma6e onlinereservation/ +oo6ings and receive immediate con#irmationJ this 'ould remove alot o# o+stacles that are #aced +y a tourist.

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C!"#e$ - B

CONCLUSIONS

;;



Conclusion(

Tourism Industry is a very dynamic industry and so are its challenges andstrategies/ there#ore a learning a""roach to'ards +est;"ractices< 'ould yield

+etter results in enhancing com"etitiveness o# this industry. $lso/ the need #orsound "ers"ective in "lanning and L"rivate;"u+lic;communityM "artici"ation isim"erative #or this "ur"ose. This "a"er 'as an attem"t to illuminate the areathrough sim"le yet e##ective eam"les and cases collected #rom around the 'orld/

+ased on their contri+ution in ma6ing their res"ective Tourism Industry morecom"etitive. It leaves a +ac6ground #or #urther research/ as assessing theim"lications o# using the a+ove mentioned +est;"ractices< in Indian TourismIndustry can +e another re'arding study.

Foreign echange earnings 'ent u" +y +, ,2>>3-. International tourist arrivals increased +y %

II$ selected among the to" 1> "re#erred destinations

LThe Conde Nast Traveller M.

$mong the o# @ destinations LThe )onely Planet Travel &uideM.

T!e #l"nning /$".e0o$9 o/ In'i"n Tou$is. In'us$* c"n )e $e'esigne'<

"9ing 6o$l' Tou$is. co$#o$"ion>s $eco..en'"ions o/ +55+-5B "s " )"se.Tourism has ado"ted an industry oriented outloo6< #or ma6ing "ro#essionallydesigned s"eci#ic "lans #or res"onding to changing consumer demands and other critical and contem"orary issues/ li6e

estination mar6etingJ Product/ +randing and com"etitive "ositioning/ Pricing/ ar6et segmentation/ Promotion and distri+ution 5ross agency coo"eration

Site anagement5 t d d t il d l i hi h # i ll dd i#i

tourism industry ok

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