CHATER VI MARKETING OF ENTERTAIMENT TOURISM Introductionshodhganga.inflibnet.ac.in/bitstream/10603/22642/13/13_chapter_6.pdf · CHATER – VI MARKETING OF ENTERTAIMENT TOURISM

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CHATER – VI

MARKETING OF ENTERTAIMENT TOURISM

Introduction: In this chapter an attempt is made to discuss marketing strategies adopted

for promoting entertainment tourism. For this purpose marketing strategies adopted by

Ramoji Film City in promoting entertainment tourism at Ramoji Film City (RFC),

Hyderabad is taken as a study.

Among various entertainment destinations RFC is famous for its film studios, film

settings, landscapes, gardens, fountains, various events, mock shootings and

entertainment programs etc.

For the convenience of discussion, the chapter is divided into two sections.

Section-A covers a brief profile of Ramoji Film City (RFC), and marketing strategies in

the frame work of 7Ps.

In Section-B the responses of tourists, services providers and tours operators about

marketing strategies are discussed

SECTION-A

In this section an attempt is made to discuss marketing practices adopted by RFC

in the framework of 7Ps. As a prelude a brief account is presented about the profile of

RFC.

6.1 Profile of Ramoji Film City (RFC)

Ramoji film City was started in 1991, spread across 2000 acres of land located 20

KM from Hyderabad city. It is owned and managed by media baron Mr.Ch.Ramoji Rao

of ‘Eenadu group’

Some of the special features of RFC:

RFC achieved the distinct honor by entering the ‘Guinness Book of World Records’.

AP State Tourism Department identified RFC as the most important tourism place in the

state.

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In the last ten years RFC paid Rs.120 crores as taxes to the Government.

RFC Provides direct employment to more than 10,000 persons and indirect employment

to even more.

So far 900 films in different languages were made at RFC.

More than 12 lakh tourists visit RFC every year.

Rainbow color lab of RFC was awarded the prestigious ‘KODAK’ certification and

awards from Ministry of Information and Broad casting Government of India for is

excellent contribution in the field of photography and related activities.

RFC has membership in ‘International Amusements Parks Association and other

prestigious organizations in the related fields.

Every year many prominent personalities visit RFC, which include H.E. President of

India, Chief ministers of different states, Heads of States of the world, famous artists,

people from film industry, advertising film makers, TV serial producers etc.

The necessary requirements are looked and arrangements are made for the

convenience of film and serial producers and their artists including food, stay, dressing

and makeup, shooting equipment, transportation, banking and communications etc.

6.2 Marketing strategies of R.F.C

The marketing strategies of R F C is to attract more movie makers, tourists, to

organize corporate events, grand weddings etc. An analysis and detailed discussion of 7

p’s frame work of marketing mix strategies is as follows:

6.2.1 Product

In tourism ‘product’ means it is an amalgamation or mix of attraction, facilities,

amenities provided to the tourists or visitors the tourists who visit RFC can have the

following facilities and attractions.

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(I)Film Studios:

The largest film studio complex in the world as certified by Guinness world records,

Provides comprehensive and advanced film production facilities with dedicated

professionalism a filmmaker can walk with a script and work out with a film. RFC offers

comprehensive and international - standard pre – Production, Production and post

production resources.

a) Eureka: The EUREKA complex lies in the heart of Ramoji Film City. It’s a place of fun,

wonder and amusement filled with games, rides, shopping, restaurant and entertainment

for the visitors who visit the film city.

b) Ramoji Movie Magic: One can experience the audio visual illusions of the reel world by

being a part of special effects, dubbing and editing through chromo screens. The real

action has been the most consistently discussed attraction of Ramoji Film City.

c) Fundustan: Fundustan is the realm of Dadaji inn, where kids are free to explore and run

into pleasant surprises at every nook and corner. Fundustan is filled with fun for every

kid, with enough play areas, gardens, shows, puzzles and challenges to keep the children

busy all day long.

d) Back Stage Tour: The visitors can travel in the vintage red tour buses and can see all the

sets and shoot locations scattered throughout Ramoji Film City. The visitors can see the

airport set, rural and urban railway station, medieval court halls, administrative building

set, a college façade, a court Façade, a police façade and municipality front. We can

come across fake caves, temples and dozens of other locations which we see in the

movies. The other attractions are Angel’s Fountain, Askari Gardens, Japanese Gardens,

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Mughal Gardens, North Town, Princess Street Sanctuary Garden, Bhagavatham Set Sun

Fountain etc.

e) Restaurant: Ramoji film City offers visitors a wide range of dining options. There are

several restaurants for guests like Chanakya, Alamoana, Gunsmoke, Superstar etc. These

restaurants are designed in epic period style and the interiors are superb. We can have

variety of dishes Hyderabadi Biryani, South IndianlThali, Fast Food etc.

II) Special events:

In RFC various special events are conducted during festivals for this good number of

artists are appointed to perform special events. The following are the special events

organized at RFC.

a) Winter Fest Celebrations:The spectacular fest in the film city starts from December

– 21 To January – 5 attracts many a holidaymaker for entertainment, Carnival parade and

festivities for the year end. Every single evening of the winter fest will have mind-

boggling fun and entertainment characterized by colorful costumes and elaborate floats.

b) Kite Festival: This event is organized by RFC in Sankranthi festival day from morning to

evening in the month of January

c) VinayakaChaviti: VinayakaChaviti festival is celebrated every year at RFC. Vinayaka

idol is kept before the Eureka gate and it is decorates with leaves, flowers, fruits and

lights. Vinayaka pooja is performed and Prasadam is distributed to the devotees.

d) Diwali Carnival: On the night of Diwali festival the film city is decorated with colourful

lights. Fire crackers are the main attraction and various cultural shows are arranged for

the visitors.

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Attractive stay packages: For an exotic holiday experience with family and friends several

attractive hotel stay packages are Available to the tourists to suit their budget. The

tourists can stay at luxury hotel Sitara, Comfort hotel Tara and can go for economy

accommodation at Shantikinetan.

Transportation: Ramoji Film City can be reached through an hour – ling drive from

Hyderabad City. It is well connected by public and private buses. Regular buses are

operates by the state transport corporation to Ramoji Film City from different places in

the Hyderabad city. Tourism can also reach RFC in cabs.

6.2.2 Price

The officers of the RFC have given the Tariff for various services which are to be

covered for the expenditure involved in the management of Ramoji film city and other

related activities. The details are given below:

The RFC corrects tariffs for various services and products mainly to recover the

costs of capital and revenue nature under different heads of accounts. The general guided

tour ticket is priced Rs.800/- per person for Adult and Rs.700/- per Child. The services

provided are guided tour of RFC, Fundustan, Spirit of Ramoji show, Wild West Stunt

Show, Variety Show, Rides, and Ramoji Movie etc.

Ramoji star experience is priced Rs.1699/- Per Adult and Rs.1399/- Per Child.

The services provided are Air conditioned tour of RFC, Lunch at super star A/C

Restaurant, and privileged entry at some areas. The package includes welcome drinks &

snacks at thigh way VIP Lounge, privileged entry of action studio, Film Duniya and less

of walking during the tour.

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Pricing for film and T.V serials varies from time to time it depends on the services

offered, usage of setting, locations etc. For conferences, Meeting the price is determined

on the type of venue, requirement of facilities, number of participants etc.

6.2.3 Place

The tourists centre may be natural or historical or manmade and it cannot be

shifted elsewhere. To avail the services the customers have to reach the destination. The

infrastructural facilities transportation and communication help the tourists reach the

destination with ease and comfort.

Transportation facilities can be discussed under two heads: 1. Transportation from

various places to Hyderabad. 2. Transportation within the area of RFC. Tourists can come

to Hyderabad by different means of transport. The authorities of RFC arrange transport

from Hyderabad central bus station, Railway station. Smaller groups can rent a taxi while

larger groups can directly sign up with the travel desk for the right sized private bus. For

the local people, RFC is just an easy and inexpensive bus ride away visitors can catch

directly buses from Hyderabad’s Koti bus stand. Visitors can also drive down to RFC by

private vehicles, buy their tickets at the highway ticket counter and park inside the

Ramoji film City main gate parking area before boarding the tour buses of the Ramoji

Film City. Visitors are taken in special RFC buses from main gate to Eureka gate and

from there visitors are taken in jumbo vintage vehicle round the RFC

Channels of distribution: RFC appoints sales representatives and marketing executives to

promote the sales of RFC. Bulk and group bookings are done in advance for school and

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college students and employees of different organizations. For conference and meetings

the bookings are done by the companies and business firms.

6.2.4 Promotion:

The main purpose of promotional activities of tourism marketing is to create

awareness among customers and consumers about products and services offered by the

firms to increase the sales and to have an edge over other competitors. The promotional

activities can be taken up by advertising, Sales Promotion, personal selling, direct

marketing etc.

RFC promotes its products and services through print and electronic media and

other advertising channels.

a) News papers and magazines: RFC advertises through various newspaper and magazines

about various events and special programs regularly through its own newspapers,

magazines and in various other print media. RFC advertises through travel and film

magazines about the Ramoji film city to the tourists.

b) Electronic media: RFC uses electronic media for promotion by advertising advertises

through various T V channels. Eenadu group owns T V Channels in different languages.

RFC is a subsidiary of Eenadu group so it can advertise in all the channels of Eenadu.

Eenadu shows most of its films and T V Serials at RFC for promotional purpose which

attracts the tourists to visit RFC.

c) Communications: RFC uses latest technology in communications for its promotional

activities and to offer various services.

Tele Phone: + 91-8415 – 246555/666

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Mobile: 9848305878/9347342048

Fax: + 91-8415 – 305017/38

Email:rfc tourism @ ramojifilm city.com

d) Word of mouth publicity: Tourism who is satisfied with the services offered by RFC

spread the information to their relatives and friends.

e) Public relations: RFC’s public relation office maintains good relations with visitors in

general. It also industry and corporations. The PRO looks offer the advertisement

activities, redress of grievances of visitors, feedback from the visitors, etc.

6.2.5 People:

People play a very significant role in services marketing. In this context people

means the employees who work in the organization line staff, support staff, managers at

different levels etc. The services are delivered by the people, the aspect such as selection;

training, motivation and behavior of employees reflect the quality of services rendered by

them. RFC employs more than 10,000 staff to render various services to the visitors.

Every care is taken in selection, training and placement of the staff by RFC.

RFC’s Human resource and personal department appoints the staff by placing

notification in the media selected staff will be given training at RFC and subsidiaries of

Eenadu group. Formal and informal performance appraisal is done regularly to improve

the performance of the employees.

6.2.6 Process:

The service process refers to how a service is determined to a customer. The

service process includes various decisions, designing the service system, service

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processing etc. The service process should enable to deliver the services quickly,

promptly and efficiently without any delay. The process must be user friendly and cost

effective. The process involved for the important services at RFC is given below;

a) Providing information: RFC provides information oral, by telephone, correspondence and

online to the interested parties through its information centers located all over the state

and other parts of the country.

b) Booking: RFC has made arrangements to book tickets for entry to RFC, special events,

accommodation, meetings, conferences, birthday parties, weddings etc. The tourists can

book tickets in advance with RFC sales agents, internet booking through internet website

www.ramoji film city.com and payment by credit cards and current booking at the main

entrance of RFC for cash.

c) Transportation: RFC provides transport facilities for the convenience of the visitors to

the film city. RFC operates buses from different parts of Hyderabad to film city and back.

From the main entrance the visitors are taken to the film city by vintage jumbo vehicles

for the tour. The tourists will be taken in open buses for guided tours round the film city

and cover all the locations. Tourists can enjoy the beautiful gardens, landscapes, settings,

fountains etc.

d) Food: RFC offers food to visitors through different hotels and restaurants inside RFC to

later visitors of different tastes and choice. Dining places are neat, clean and well

ventilated. In the restaurant the service is of two types, self service and service by hotel

staff. Snacks, ice – creams, Soft drinks, and Coffee, Tea, Fruit juices etc are available all

over RFC at reasonable rates.

http://www.ramoji/

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e) Accommodation: Most of the RFC visitors leave by evening. Visitors willing to stay in

hotels at RFC have to book accommodation in advance subject to availability. Most of

the time hotels are occupied by film units.

f) Film and TV Serials Shooting: The main objective of RFC is for film and TV serial

shooting. All facilities such as settings, locations, light and sound equipment recordings,

dubbing, technical etc are provided for shooting.

6.2.7 Physical Evidence

Infrastructure and accessories provided at the place of transaction for the comfort

and convenience of customers plays vital role in the marketing of services. In the present

study a deep probe was made to study the effectiveness of the physical evidence provided

by RFC in the marketing of its services through respondents. The physical evidence at the

service point influences the customers. Congenial and clean environment, proper

arrangements for comfortable stay during their visit, ambience etc., make all the

difference to a customer. RFC made elaborate arrangements for the comfort and

convenience of the visitors. The present study is made to find the rating of the following

various arrangements (physical evidence) made at RFC.

a) Information centers: RFC uses all Endau group officers as information centers to inform

the public about RFC.

b) Information material: RFC distributes colorful and attractive booklets, palm plates,

calendars and picture cards printed with different beautiful locations of RFC, posters etc.

information material free of cost to all.

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c) Communication facilities: RFC uses all the modern technology for its communication

purpose. Telephone booths, coin boxes are fixed in many places within RFC. Rechargeable

phone cards are sold at souvenir shops of RFC.

d) Seating arrangements: RFC made elaborate seating arrangements and rest places for

visitors to relax and rest at various places all over RFC.

e) Illuminations: RFC is famous for its decorated lighting. The entire RFC is illuminated

with bright lighting. Settings, streets, buildings, trees and every object is decorated with

lights.

f) Ventilation: RFC is spread across two thousand acres. It is fully ventilated with natural

air. Adequate fans and air conditioners are fixed at necessary points.

g) Sign boards: sign boards with directions, cautions, location map0 etc. are placed all over

RFC.

h) Souvenirs and gift articles shops: Different articles including clothes, handicrafts, leather

goods, perfumes, small electronic items, albums, hats, handbags etc. are sold at various

souvenir shops located at different places at RFC.

i) Shopping: RFC is a very good shopping place especially for foreigners and high end

users. Expensive crystal wear, dinner sets, handicraft, hand woven carpets, jewelry etc.

are sold.

j) Interior Decoration: RFC decorated all its interiors tastefully by professionals from home

and abroad. Every part of RFC is unique in style, decoration, ambience etc. Every care is

taken to put the right color, paintings, wall hangings, chandeliers, furniture, carpets etc. to

enhance the image and beauty.

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k) Banks, ATMs: Banks opened their ATMs at RFC for the convenience of the visitors for

their money needs. Foreign exchange facilities are also available for foreign visitors.

Credit cards of select national and international are accepted.

l) First aid and Medical facilities: Adequate first aid and medical facilities are made for

treatment of minor illness or accidents. RFC has a clinic with a full time doctor and staff

with necessary medicines and equipment.

m) Spittoons and Dustbins: visitors at RFC are requested not to spit and throw garbage/

waste in open, which creates unhygienic and dirt environments. To overcome this

problem RFC arranged dustbins and spittoons at various places, which are cleaned

frequently.

n) Toilets and Bathrooms: clean and neat bathrooms and toilets are located at different

places for the convenience of the visitors to RFC.

o) Fountains, gardens and landscape: The main attraction of RFC is its various fascinating

fountains, beautiful gardens and landscape from all over the world.

p) Road and transportation: BT roads all over for the comfortable journey of the visitors

inside RFC. At some places tiles are fixed for good look.

q) Drinking water points: Cool and fresh water is available all over RFC at free of cost.

r) Vehicle parking: RFC provided ample parking place with security at the main gate for

parking of all private vehicles, which are not allowed inside RFC. Vehicle owners are

issued tokens for their vehicles parked.

s) Food arrangements: Food from outside is not allowed in to RFC. Visitors can have fresh

and hygienically prepared food of their choice at various restaurants and food courts

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located in side RFC. Snacks, short eatables, ice cream, fruit juice, coffee, tea, cool drinks

etc. are sold all over RFC.

t) Photographic material: Visitors are allowed to shoot the beautiful locations, settings

gardens etc. as a memory of visiting RFC. Cameras, film rolls, batteries etc. photographic

material is sold in side RFC.

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PART-B

The below part explains about Ramoji film City marketing strategies with the help of

collected primary data. The analysis starts with analyzing of demographic factors like

age, sex and educational qualifications of the respondents and to decide each source of

importance. Later, the researcher conducted reliability analysis was conducted to check

the questionnaire reliability with the help of Cronbac’h alpha.

Next the analysis is focused on Factor analysis to decide what the major influencing

factors in attracting to Ramoji are. Further Chi square test was conducted to check the

Hypotheses statement of various dimensions and their impact. Different Bar/Pie charts

also presented for better understanding of data for some of the major factors.

Table 6.1

Gender wise respondents

Category Frequency Percentage

Male 78 52.0

Female 72 48.0

Total 150 100.0

Source: Primary data

As per the above table out of 150 respondents 78 are male and 72 are female. Total

52% of the respondents are male and remaining 48% are female. Since Ramoji film City

was existing in the state capital most of them come to visit it along with their families,

which is reflects both categories that are almost same.

Therefore, there is no gender discrimination in visiting Ramoji film City for

Entertainment by all categories of people irrespective of Gender.

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Table 6.2

Age wise Respondents


Less than -20 28 17.4

21-30 27 16.3

31-40 33 24.1

41-50 41 29.6

Above 50 21 15.2

Total 150 100

Source: Field Survey

The above table indicating that the age group of the respondents at Ramoji film city

indicating that most of the respondents above 40 aged group occupied by nearly 30 % ,

where middle aged people are grabbing 24% share and interestingly children age between

10-20 are major share with 17% followed by teenagers group and old age people.

The above result revealing that most of the respondents most of the visitors are middle

aged people visiting Ramoji film city with their small kids aged between 10-20 as the

part of their picnic spot and make them happy in holidays time. Teenagers and newly

married couples also visiting a lot Ramoji film city to spend their valuable time happily at

the beautiful artificial city.

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Table 6.3

Profile of respondents’ education wise

Category Frequency Percent

SSC 19 13

Inter 43 29

UG 76 50

PG 12 8

Total 150 100


As per the above table the educational qualifications, out of 150 respondents revealed as

most of the respondents are highly educated people. The under graduates are 50 % and

post graduates are 8% followed by 29% people are Inter. Since, Hyderabad is a hub for

education most of the visitors of Ramoji film City are highly educated people.

The table inferred that most of the respondents are educated people with graduation who

are visiting Ramoji film City for the purpose of entertainment followed by intermediate

people who are teenagers who are more attracting towards film entertainment. The least

visitors are SSC and PG people. The same is indicated below by a pie chart.

Series1, SSC, 19, 13%

Series1, Inter, 43,

29%

Series1, UG, 76,

50%

Series1, PG, 12, 8%

SSC

Inter

UG

PG

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Table 6.4

Profile of respondents Occupation wise


Government

Employees 12 8.1

Private Employees 19 12.6

Professionals 95 63.3

House Wives 15 10

Students 09 6

Total 150 100

Source: Field Survey

The above table indicating that by profession the ratio of respondents, out of 150 most of

the respondents in Ramoji film city was software professionals and business people

63.3%. The entry ticket and the prices of food items are too costly at this area, so the

general people like government employees are not that much interest to visit the city.

Hyderabad is called IT hub, as the name indicates most of the Software professionals

want to spend their weekends along with family at some costly places i.e. their target for

entertainment is Ramoji film city in Hyderabad area. The same applicable for Business

people also. Next the house wives are taking major share, followed by private employees

who are working in small scale industries.


0- 1,00,000 21 14

1,00,001-2,00,000 37 24.6

2,00,001-More then 92 61.4

Total 150 100


Table 6.5

Annual Income wise respondents (Rs in Lakhs)

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The above table reveals that most of the respondents are high income people with 2-3

Lakhs captures 61.4% share followed by almost equally distributed low and middle

income people with 14 % & 24.6% each. Since the economy level of city region is

obviously high, this revealed that the respondents are high income people.

The above table indicates that most of the visitors are rich people in entertainment

tourism, followed by middle income people.

Reliability Test: To test the reliability 9 factors are considered.

Table 6.6

Reliability Case Processing Summary

Factor values Values

Valid 150 100.0

Excludeda 0 .0

Total 150 100.0


List wise deletion based on all variables in the procedure.

Table 6.7

Reliability Statistics

Cronbach's Alpha No of Items

.692 9


Cronbach's alpha is a measure of internal consistency that is, how closely related to a set

of items as a group. A "high" value of alpha is often used (along with substantive

arguments and possibly other statistical measures) as evidence that the items measure an

underlying (or latent) construction.

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The above analysis indicates that the tested questionnaire revealed Cronbach's Alpha is

0.692 which is statistically significant in terms of questionnaire reliability. So the

researcher approached for further analysis.

Table 6.8

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .679

Bartlett's Test of Sphericity Approx. Chi-Square 639.153

Degrees of freedom 210

Sig. .000


The KMO &Bartlett’s test was adopted to check whether the study is eligible for factor

analyses are not. In this case the KMO value is indicating above 0.6 (.679) which is

statistically significant for factor analysis. The researcher further approached for factor

analysis.

Table 6.9: Total variance table values

Statements

Initial Eigen

values

Extraction Sums of

Squared Loadings

Total % of Variance

Cumulative

% Total

% of

Variance

Cumulative

%

Advance booking 4.221 20.102 20.102 4.221 20.102 20.102

Reception 2.873 13.679 33.781 2.873 13.679 33.781

Wash & Change 1.888 8.992 42.773 1.888 8.992 42.773

Breakfast & Lunch 1.537 7.318 50.091 1.537 7.318 50.091

Accommodation 1.221 5.814 55.905 1.221 5.814 55.905

T.V Serials 1.13 5.379 61.284 1.13 5.379 61.284

Corporate Meeting 1.021 4.864 66.148 1.021 4.864 66.148

Conference 0.92 4.382 70.53

Birthdays 0.843 4.015 74.545

Honeymoon 0.781 3.721 78.266

Reception &Information 0.682 3.246 81.512

Tour Booking 0.633 3.014 84.526

Organizing Events 0.516 2.455 86.981

Price/Tariff 0.474 2.258 89.238

Decoration 0.445 2.118 91.356

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Publicity 0.425 2.022 93.378

Public Relation 0.38 1.808 95.186

Grievances 0.294 1.4 96.586

First Aid 0.262 1.25 97.835

Film Settings 0.241 1.149 98.984

Staff Behavior 0.213 1.016 100


Extraction Method: Principal Component Analysis.

Total variance table indicates that, the study filtered with 7 factors (where Eigen value is

more than1) and the variance is 66 %).

The Eigen value indicates the most influencing factor value which should be more than 1

which is considered as most influencing from the considered tested factors.

Table 6.10

Rotated Component analysis Matrixa

Component

Statements 1 2 3 4 5 6 7

Advance booking 0.005 -0.016 0.243 -0.463 -0.032 0.764 -0.06

Reception 0.186 0.583 -0.301 0.099 -0.099 -0.033 0.422

Wash & Change -0.129 0.088 0.52 -0.035 0.484 -0.064 0.028

Breakfast & Lunch 0.142 0.735 -0.204 -0.227 0.125 -0.193 -0.003

Accommodation 0.223 0.264 0.732 -0.218 0.032 -0.059 -0.014

T.V Serials 0.119 0.754 -0.29 0.044 0.173 0.023 0.021

Corporate Meeting -0.067 0.39 0.623 0.104 -0.133 -0.358 -0.105

Conference -0.082 0.74 -0.059 0.116 0.175 0.048 -0.243

Birthdays -0.19 0.402 0.533 0.277 -0.241 0.183 -0.013

Honeymoon -0.024 0.631 -0.106 0.249 -0.311 0.373 0.544

Reception & Information 0.597 -0.076 0.067 0.081 -0.442 0.07 0.279

Tour Booking 0.518 -0.122 -0.119 0.27 0.292 0.048 0.364

Organizing Events 0.732 0.026 -0.009 -0.231 0.135 0.02 0.103

Price/Tariff 0.516 -0.1 0.003 0.473 0.206 0.124 -0.293

Decoration 0.482 0.165 -0.161 -0.503 0.078 -0.137 -0.363

Publicity 0.558 0.044 -0.074 -0.447 -0.274 -0.098 0.042

Public Relation 0.708 0.011 0.078 -0.071 -0.337 -0.086 0.203

Grievances 0.661 -0.084 0.102 0.266 -0.042 0.044 -0.158

First Aid 0.696 -0.132 0.124 0.268 -0.081 -0.227 -0.276

Film Settings 0.616 0.032 0.189 -0.144 0.385 0.153 -0.038

Staff Behavior 0.514 -0.029 -0.042 0.264 0.185 0.246 -0.01

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Extraction Method: Principal Component Analysis.

a. 7 components extracted

The above rotated component matrix indicate that out of 21 factors only 7 factors

are highly influenced for Eco Tourism tourist.

Table 6.11

Influenced factors

S.No Influencing Factors

1 Organizing Events

2 T.V. Serial Settings

3 Accommodation Facility

4 Birth Day Event

5 Wash & Change Facilities

6 Advance booking facilities

7 Honey Moon


From the Factor analysis the study revealed that most of the visitors are interested to visit

to see organizing of various events in the City (Children’s Carnivals, film festivals etc..),

and second priority goes for T.V Serials setting, followed by Accommodation facility and

the last 3 priorities are birth day events, wash & Change settings, and advance booking

facilities and the last one is Honey moon package from the City.

Entry ticket tariff:

A ticket is a voucher for entry that indicates that one has paid for admission to an event or

establishment such as a theatre, Movie Theater in Ramoji film city. The association between

the entry tickets in attracting the tourists to the Ramoji film City is tested on a hypothesis

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is formulated a five point scale. The factors are Highly Dissatisfied, Dissatisfied, Average

Satisfied, Satisfied and Highly Satisfied. The presented in the Table 6.12

There is no significant association between the price of entry ticket and attracting

tourists to the Ramoji film City.

Table 6.12

Chi square analysis of Entry ticket tariff

Components Observed N Expected N Residual

Highly Dissatisfied 27 20 -8

Dissatisfied 39 20 6

Average Satisfied 26 20 -1

Satisfied 30 20 -1

Highly Satisfied 28 20 4

Total 150


As per the above table 6.19 represents that from the tested scale i.e. dissatisfied to Highly satisfied,

the observed frequencies from each option, i.e. out of total 150 respondents regarding entry ticket

tariff at Ramoji film City, Highly Dissatisfied people are 27, Dissatisfied people are 39, average

opinion people are 26, satisfied respondents are 30 and highly satisfied respondents are 28. The

expected and residual values are software generated calculations as per chi-square formula.

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Table 6.13

Chi square test values of Entry ticket tariff

Values Result

Chi-Square 5.900a


Asymp. Sig. .207


0 cells (.0%) have expected frequencies less than 5. The minimum expected cell

frequency is 20.0.

According to the table 6.21 information the significant value is greater than 0.05, which indicate

that there is a significant association between the price of tariff of entry ticket and tourist

attraction in Ramoji film City. Hence the null hypothesis is rejected, i.e. most of the visitors are

very much unhappy with the price of entry ticket rate.

The Ramoji film City organizers need to review the entry ticket tariff; because the result revealed

that the tariff should be decreased to increase the visitors traffic in the city, so the optimum return

on investment will be generated for the management.

Honey moon Package:

In this compound of Ramoji Film City, the newly wedded couples make their honeymoon very interesting

with our great bank of ideas. This Ramoji Film City is one of the places where everyone can fulfill their

dreams of entertainment. It entertained including all the facilities of special activities, spa, honeymoon

video or many others. The honey moon package at the Ramoji film City and its influence on

attracting the tourists tested on a four point scale. The factors are dissatisfied; Average opinion,

Satisfied and Highly Satisfied. The results are presented in the Table 6.14.

243

There is no significant association between Honey moon packages and inflow of tourists to

the Ramoji film City.

Table 6.14

Chi square analysis of Honey moon package


Dissatisfied 45 25.0 5.0

Average Satisfied 39 25.0 5.0

Satisfied 27 25.0 -8.0

Highly Satisfied 39 25.0 -2.0

Total 150


The above table represents that from the tested scale i.e. dissatisfied to highly satisfied,

the observed frequencies from each option, i.e. out of total 150 respondents regarding

Honey moon package impact on Ramoji film City visitors, dissatisfied people are 45,

average opinion people are 39, satisfied respondents are 27 and highly satisfied

respondents are 39. The expected and residual values are software generated calculations

as per chi-square formula.

Table 6.15

Chi square test values of Honey moon package

Values Result

Chi-Square 4.720a


Asymp. Sig. .003


According to the above table information the significant value is less than 0.05, which

indicates that there is no significant relation for honey moon packages and tourists

attraction to the Ramoji film City. Hence the hypothesis is accepted, i.e. honey moon

packages are not that much attracting to the new couples.

244

The Ramoji film City officials are needed to review the Honeymoon package prices to

attract new couples spending at the city. It should be affordable for all category people,

so more couples can come and visit the city.

Staff Behavior:

Every day, organizations across the country are implementing large change initiatives,

each requiring alterations to employee behavior. And while the chances of failure are

exceedingly high, success is possible with solid groundwork, genuine buy-in by

employees, and time to adapt. The Association between Staff behavior in attracting them

to the Ramoji film City is tested on a hypothesis is formulated a five point scale. The

factors are Highly Dissatisfied, Dissatisfied, Average Satisfied, Satisfied and Highly

Satisfied. And with help Chi Square test and the results are presented in the Table 6.16.

There is no significant association between staff behavior and Satisfaction of

visitor’s Ramoji film City.

Table 6.16

Chi -square analysis of staff behavior


Highly Dissatisfied 11 20 -19

Dissatisfied 28 20 -9

Average Satisfied 38 20 9

Satisfied 49 20 21

Highly Satisfied 24 20 -2

Total 150


The above table represents that the tested scale ranges from highly dissatisfied to Highly

satisfied, the observed frequencies from each option, i.e. out of total 150 respondents

245

regarding staff behavior in Ramoji film City, Highly Dissatisfied people are 11,

Dissatisfied people are 28, average opinion people are 38, satisfied respondents are 49

and highly satisfied respondents are 24. The expected and residual values are software

generated calculations as per chi-square formula.

Table 6.17

Chi square test values of Staff behavior

Values Result

Chi-Square 48.400a


Asymp. Sig. 0


According to the above table the significant value is less than 0.05, which indicate that

there is no significant relation between staff behavior and Satisfaction of visitors at

Ramoji film city. Hence the null hypothesis is accepted.

According to the above table the staff behavior in the Ramoji film City was appreciable

there is no problem with security persons.

246

Hotels Tariff range:

The visitors’ opinion about the hotel tariff at Ramoji film city is given in detail in the

Chart 6.1. majority of visitors feel that hotel Sitara is very expensive and hotel Sahara is

more economical.

Chart 6.1

Hotels Tariff range

247

Source :Field Survey

The above chart indicates that among 3 top hotels ion the Ramoji city , the hotel Sitara

accomdation cost is too high, where middle and low income people are unable to bare.

Where as sahara hotel is more economical hotel for all the people, followed by Hotel

Tara is medium cost in all aspects.

From the Table Hotel Sitara is providing more affordable prices in term of food, Lodging

and boarding which make them to attract more tourists to stay in that particualr hotel. The

Rates/ Tariff’s with respect to Hotel Tara and Shahara need to be reviewed and make

bareable to common and midle class people to afford.

Entry ticket rate:

The entry ticket rates at Ramoji film city and the opinion of the visitors to the Ramoji

film city is given in detail chart 6.2. Majority of the visitors revealed that the entry ticket

at Ramoji film city is high.

Hotel Tara Hotel Sitara Hotel Sahara

Series1 31 44 25

Axi

s Ti

tle

Chart Title

248

Chart 6.2

Entry ticket rate


The above chart indicates that nearly 70% of the respondents are revealing that the

entry ticket for Ramoji city is high and common people are unable to bare. Where as only

23% of the people agreed that the fare is low.

As per the demographic income table most of the respondents are high income people,

and though they are complaining about entry ticket fare it means for a middle and low

income people present tariff is very high.

Therefore, the management need to design some customized package tickets according to

the visitors income level which may fetch more visitors to the city.

Gift articles:

The tourists at Ramoji film City renealed that the Gift articles at Ramoji film City are

high. The results are presented in Chart 6.3.

Chart 6.3

Series1, High, 39 Series1,

Moderate, 33

Series1, Low, 16 Series1, Cant'say, 12

High Moderate Low Cant'say

249

Gift articles


The above chart indicates that nealry 52 % of the respondents revealed that the Gift

articles at Ramoji city is high and a common man has fear to do shopping in the city.

Where as only 11% of the people have agreed that the fare is low.

The visitors in the Ramoji film City are very much unhappy with the varous gift articles

availability and by comparing with the open market the prices are too high in all aspects.

Therefore, the organizers have to be bringdown the article prices in the Ramoji film City

shopping complex.The gift articles are to be priced at a reasonable rate so that the visitors

can shop at the Ramoji film city. When the gift articles are priced low it attracts more

number to shop at the Ramoji film city and the authorites can increase sales and profit.

Childrden Toy rates:

The tourists at Ramoji film city when enquired revealed about the Children toy rates and

their opinion of prices of toys. The results are presented in chart 6.4. most of the tourists

feel that toy rates are affordable.

Chart 6.4

High Moderate Low Cant'say

52 30 11 7

Gift Articles

250

Childrden Toy rates


The above chart indicates that in terms of children toys, the tariff are acceptable by

visitors. Most of them are rated as modeate and low , at the same time some people

revealed that Cant’say, which indicates their ignorance of toy prices in the general

market.

With respect to the Children toy rates, most of the respondents feel that it is affordable,

by comparing to open market the toy market is too good to them.By providing the toys at

a cheepar rate the Children can purchase toys at the Ramoji film city and the parents can

feel happy for the low prices when compared to the general market.

Series1, High, 13,

13%

Series1, Moderate,

41, 41%

Series1, Low, 16,

16%

Series1, Can't say, 30, 30%

ChildrensToys

High

Moderate

Low

Can't say

Documents

CHATER VI MARKETING OF ENTERTAIMENT TOURISM Introductionshodhganga.inflibnet.ac.in/bitstream/10603/22642/13/13_chapter_6.pdf · CHATER – VI MARKETING OF ENTERTAIMENT TOURISM