Presented By: Dinesh Kr Divya MDGuruprasad P Harshita KHulas G

INTRODUCTION

Tourism Industry is primarily:

Service-oriented

People-based industry, in a largely seasonal

business providing a wide range of services to

‘tourists’, often on 24X7 basis.

INTRODUCTION

It is unique because:

It is not a single, definable industry, instead it is made

up of businesses and organizations

Belonging to various other industries and sectors

The interplay of all of these (businesses and

organizations), when properly aligned, gives rise to

Tourism Industry’s ultimate product - ‘the travel

experience’.

STRUCTURE

A large part of tourism industry is a combination of:

Hospitality (a combination of businesses related to

accommodation and dining)

Travel Industry (businesses providing transportation

services (to tourists) through different modes).

Components of Services in

Tourism industry

COMPONENTS

Accommodation (Hotels & Motels, Camps, Guest

House, Bed and Breakfast, House Boats, Resorts.)

Attractions (Natural, Cultural, Educational,

Monuments, Events, Medical, Social, Professional)

Tour Operators (Incoming, Outgoing, Cruises,

Day tours and sight seeing, Adventure Tours,

Religious Tours, Educational tours)

COMPONENTS

Business Tourism (Incentive, Meeting, Events,

Exploring New Possibilities, Meeting Organizers,

Event Organizers, Conference Organizers)

Carriers (Airlines, Roadways, Railways, Ships,

Cruises, Rent-a-cars and other vehicle hiring,

Local transportation)

COMPONENTS

Retail Services (Art and Crafts, Garments,

Souvenir, Books, Medicine, Luggage, All other

retail shops used by tourists)

Dining (At hotels , Local Restaurants, Roadside

joints, Cafeterias, All retail counters serving food

and beverages)

COMPONENTSDistribution, Coordination and Facilitating

Services (Government Agencies, Packaging agents,

Guides, Tour Managers, Tour Wholesalers, Holiday

Sellers, Industry Associations, Machinery and

equipment hiring and leasing)

Other Support Services (Insurance (travel, life,

medical, luggage, Recreational services, Banking

Services, Communication Services)

7 P Marketing Mix

Product

The tourism product differs from other

products due to the wide range it covers,

including such areas as accommodations,

transportation, food, recreation and

attractions.

Often the product includes intangibles

such as history, culture and natural

beauty.

Place

Travel agents

Tour operators

Tour wholesalers

Price

A quality tourism experience at a fair

price is what the customer is looking for

in most cases.

Pricing should be based upon clear-cut

goals and objectives.

Promotion

Generally information kits, web sites, advertising,

personal selling, sales promotion, travel shows, and

public relations are used for promotions.

Tourist information centre is the latest tool used

Participation with state, regional and local tourism

offices and associations.

Process

The tourism product often includes a variety of

attractions, facilities and services, therefore

process must also take on several different

forms.

Physical Evidence

Finding a special place in the market for the

product to differentiate from your competitors.

1. Identify a set of possible competitive advantages

upon which to build a position.

2. Select the right competitive advantage.

3. Effective communication and delivery of the

chosen position to a selected target market.

People

The people who sell and service your product are an

extremely important part of tourism marketing. Friendly

personal service and trained employees can make or

break a tourism business.

What the customers say after they depart can thrust your

business forward or send it into a downward spiral.

India’s Incredible Marketing Campaign

CHALLENGES

CHALLENGES TO INDIAN

TOURISM INDUSTRY

INDUSTRY SPECIFIC

SECTOR SPECIFIC

INDIA SPECIFIC

CHALLENGES1. Sector Specific Challenges :

Being a part of the service sector, Tourism Industry faces the

below mentioned challenges posed by the sector itself :

High Exit Barrier; Difficulty in trial - hard to

escape from the consequences of a poor choice of service

and service provider, prerequisite to have a good ‘product’

to achieve sustainable sales

Word-Of-Mouth (WOM) - the choice of destination is

affected by WOM publicity

CHALLENGES2. Industry Specific Challenges:

Certain challenges exist along with the industry around

the globe

Highly infectious industry - Tourism Industry is very

sensitive to environmental changes and it gets

affected by them and reacts very fast to them.

High Social Cost - Tourism takes a toll on the resources

(especially natural resources)

Intermediary Conflicts

Tourists rates the overall experience

CHALLENGES3. India Specific Challenges

Some challenges facing Indian Tourism Industry

are uniquely

India specific, like

Sensitizing the diverse Human Resources

Collapsing Hotel Infrastructure

High Operating Costs

Transportation Chaos

Manpower woes

Strategies to enhance the Marketing of Services in

Tourism & Travel Industry

STRATEGIES

The planning framework of Indian Tourism

Industry can be redesigned

Effective Market Research to ‘Understand Tourists’

Restructuring ‘Organization Structure’ and

‘Planning Framework’

Public Private Partnership is critical for enhancing

competitiveness

STRATEGIES

Effective destination management through encouraging

business operators for adopting higher standards.

Sensitize the Community for sustainable competitiveness

Effective deployment of ‘Human Resources’

‘Private-Public Partnership’ for development of world

class academic, training and development infrastructure

can be a remedy

Thank You