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BY
S.MAMATHA HIMABINDU
MARKETING STRATEGY OF TOURISM IN INDIA
Tourism Service
According to the Economic Survey ,the sector has the capacity to create large scale employment both direct and indirect, for diverse sections in society, from the most specialized to unskilled workforce
World Economic Forum’s Travel and Tourism Competitiveness Report 2013, India ranks 11th in the Asia pacific region and 65th globally out of 140 economies ranked on travel and tourism Competitiveness Index.
Publicity and marketing strategy Clean India
Atithi Devo Bhava and
Hunar Se Rozgaar
“Incredible India” branding on TV during 2nd Formula Grand Prix and London Olympics, 2012, during the International Film Festival of India (IFFI) held in Goa, and during the International India Film Academy (IIFA) Awards 2012 in Singapore.
Customer Segment
Foreign
Domestic
Cruise
Adventure
Medical
Wellness (Ayurveda, Yoga, Panchakarma, Rejuvenation Therapy,)
Golf
Polo
Meetings Incentives Conferences and Exhibitions (MICE)
Eco- Tourism(local cultures, wilderness adventures, volunteering, personal growth )
filmy Tourism
Customer Motivations
Advertisements
Facilities during the tour
Easy Finance availability
Attractive tour packages
Diverse Offerings
Purpose of travel
Competitor Analysis
Kerala (God’s Own Country)
Policy initiatives(vision 2025 and Kerala Travel Mart as permanent organiser)
Product development
Marketing(360 degree brand building campaign )
Infrastructure
Tourism services
Brand building
Usage of IT & communication
national and international road shows/fairs such as Top Resa, Paris; JATA Travel Mart, Tokyo; WTM, London; ITB, Berlin
International Campaigns such as ‘Your Moment is Waiting’ reflect the increased focus on attracting international tourists.
Gujarat
The land of legends and Lions!
Land bank scheme
Tourism incentive package scheme
Marketing & branding
Exhibitions, events & road shows
Infrastructure development(7.3billions in 22 districts)
Kids tourism, golf tourism and coastal tourism
Training & skill development(Kaushalya VardhanKendras )
0.71% of state expenditure is allotted for tourism
Maharashtra
Maharashtra Unlimited Oct-Dec
Complementary Schemes at Resorts
Bollywood Tourism
Indirect Competitors
Make My Trip
Yatra.com
ClearTrip
Goibibo
Crazy Yatra
Potential Competitors
Flipkart
Amazon
Ebay
Market Analysis
The total market size of the tourism and hospitality industry in India stood at US$ 117.7 billion in 2011 and is anticipated to touch US$ 418.9 billion by 2022.
during the period January-June 2014 stood at 3.54 million as compared to FTAs of 3.36 million during the corresponding period of 2013, registering a growth of 4.5 per cent.
Foreign exchange earnings (FEE) during January-June 2014 stood at Rs 56,760 crore
Domestic tourist visits Foreign tourist visits
Tamil Nadu (244.2),
Uttar Pradesh (226.5),
Andhra Pradesh (152.1), Karnataka (98.0),
Maharashtra (82.7),
Madhya Pradesh (63.1), Rajasthan (30.3),
Gujarat (27.4),
West Bengal (25.5) and Chhattisgarh (22.8).
Maharashtra (4.16),
Tamil Nadu (3.99),
Delhi (2.30),
Uttar Pradesh (2.05), Rajasthan (1.44),
West Bengal (1.25),
Kerala (0.86),
Bihar (0.77),
Karnataka (0.64) and
Goa (0.49).
PEST Analysis
Political: Political stability, law-and-order situation and absence of terrorist activities in the place where tourism needs to be promoted
Economic: Purchasing power of the tourist, also taking into account of the Foreign-exchange rate
Social: Availability of facilities such as proper medical facilities, open culture and education of people
Technological: E-connectivity of the tourist place and presence of good mobile network
Porter’s Five Forces Model
New Entrants: New avenues of tourism such as development of new tourism sites
Threat of substitutes: Creation of other source of relaxation within the native city of the traveler
Buying: The consumer, that is, the tourist, who is the source of income for the tourism industry
Suppliers: The various states/countries promoting their tourism destination
Rivalry between existing competitors: Competition to attract tourists by established tourist places