TOURISM SECTOR

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INTRODUCTION

Tourism is the act of travel for the purpose of recreation and business, and

the provision of services for this act. Tourists are people who are "traveling to and

staying in places outside their usual environment for not more than one consecutive

year for leisure, business and other purposes not related to the exercise of an

activity remunerated from within the place visited" (official UNWTO definition). The

distance between these two places is of no significance.

A more comprehensive definition would be that tourism is a service industry,

comprising a number of tangible and intangible components. The tangible elements

include transport systems - air, rail, road, water and now, space; hospitality services

- accommodation, foods and beverages, tours, souvenirs; and related services such

as banking, insurance and safety and security. The intangible elements include: rest

and relaxation, culture, escape, adventure, new and different experiences.

Many countries depend heavily upon travel expenditures by foreigners as a

source of taxation and as a source of income for the enterprises that sell (export)

services to these travelers. Consequently the development of tourism is often a

strategy employed either by a Non-governmental organization (NGO) or a

governmental agency to promote a particular region for the purpose of increasing

commerce through exporting goods and services to non-locals.

The term tourism is sometimes used pejoratively, implying a shallow interest

in the societies and places that the tourist visits. Wealthy people have always

traveled to distant parts of the world to see great buildings or other works of art, to

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learn new languages, to experience new cultures, or to taste new cuisine. As long

ago as the time of the Roman Republic places such as Baiae were popular coastal

resorts for the rich.

DEFINITION

DEFINITION OF TOURISM

One of the earliest definitions of Tourism was given by the Austrian

Economist Hermann Von Schullard in 1910. He defined it as,

"Sum total of operators, mainly of an economic nature, which directly relate to

the entry, stay and movement of foreigners inside and outside a certain country, city

or a region."

Hunziker and Krapf, in 1942, defined Tourism as,

"Tourism is the totality of the relationship and phenomenon arising from the

travel and stay of strangers, provided that the stay does not imply the establishment

of a permanent residence and is not connected with remunerative activities."

In 1976, Tourism Society of England defined it as

"Tourism is the temporary, short-term movement of people to destination

outside the places where they normally live and work and their activities during the

stay at each destination. It includes movements for all purposes."

In 1981, International Association of Scientific Experts in Tourism

defined Tourism

“In terms of particular activities selected by choice and undertaken outside the

home environment.”

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DEFINITION OF TOURISTS

The terms tourist and tourism were first used as official terms in 1937 by the

League of Nations. Tourism was defined as people traveling abroad for periods of

over 24 hours.

The origin of the word “tourist” date back to 1292 AD. It has come from the

word “tour”. A number of experts have defined the term:

“Tourist is a person who makes a journey for the sake of curiosity for the fun

of traveling”.

“Tourists are the voluntary temporary travelers, traveling in the expectations

of pleasure from the novelty and change experienced on a relatively and non-current

round-trip”.

Tourists are:

Persons traveling for pleasure, health and domestic reason.

Persons arriving in the sea of sea cruise.

Persons traveling for convention.

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TOURISM: THE INDUSTRY

Tourism emerged as the largest global industry of the 20th century. In the

new millennium global economy will be governed by Technology,

Telecommunication and Tourism. Tourism has a potential to create the maximum

number of jobs. According to an assessment, in India alone, 100 million additional

jobs will be created by the Tourism industry in the next 25 years. It helps to earn

valuable foreign exchange.

The tourism industry comprises of the following main and distinctive sectors:

Transportation

Tourism industry is heavily dependent on the transportation industry which

comprises of airlines, cruise and ferry lines, passenger railways, coach and bus

travel, car hire. Thanks to the increase in tourist traffic, over the years, the range of

airline services has considerably, not only in terms of frequency of flights and

number of destinations, but also in terms of different services, and differing levels of

service to meet different passenger needs. This shows the important role marketing

plays as competition and demand intensifies.

Accommodation

Accommodation includes hotels, ranging from the biggest international chains

recognizable worldwide such as Hilton and Holiday Inn to small independent

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establishments. In order to gain recognition in an increasingly competitive

marketplace, many smaller independent hotels have grouped together, adopting a

consortium approach. Under a central brand name, they can offer central

reservations services, for e.g. and present a recognizable identity to consumers,

which enable them to compete against the larger, more established chains. Other

types of accommodations are also well established in tourist markets, notably self-

catering apartments and club type complexes.

Tour operators

Tour operators are the firms, which specialize in providing the whole holiday

package, incorporating travel and accommodation needs for the consumer. They

range from highly specialized operations such as www.Indianvisit.com, who

customize every kind of trip that you can dream of, to large operators offering

services at all different levels to cater for budget, family, or singles holidays to ‘near’

or ‘faraway’ destinations.

Thomas Cook is one of the best known of such operators; they also offer

travel agency and financial services to their consumers. An independent local coach

firm may also be a tour operator, and many transportation companies also offer

holiday packages.

Tourism Destination Operators/ Destination Management

This is new category in many senses, as it is an area of the tourism industry

which has seen a massive growth in the development of theme parks and other

types of artificial tourist destinations in the recent years. However Disneyland and

Disney world in America were the forerunners of this development in tourism

marketing, and they have been well established for decades.

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It is due to the recent growth, and the continuing trends, which make it area

which should be considered separately as a tourism industry. The new Euro Disney

theme park in France is an example of a tourism destination operation. On a smaller

scale, heritage parks which being developed from Britain’s industrial wasteland such

as Wigan Pier, which attracted over half a million tourists in 1991, and similar

attractions now represent a significant amount of tourism activity.

CHARACTERISTICS OF TOURISM INDUSTRY

INFLEXIBILITY

The tourism industry is highly inflexible in terms of capacity. The number of

beds in a hotel or seats on a flight is fixed so it is not possible to meet sudden

upsurges in demand similarly restaurants tables, hotels beds and flights seats

remain empty and unused in periods of low demand.

PERISHABILITY

An unused hotel bed or empty flight seat represents an immediate loss of that

service as a means of earning profit. Tourism product is used as a time of

availability. It cannot be preserved. Incase, the tourist cannot visit the place the

opportunity is lost. Hence, this becomes one of its important characteristics.

FIXED LOCATION

Tourism destinations are fixed locations so effort must be taken in

communicating the facility to the potential consumer. Relatively large financial

investment; every modern tourist establishment and facility requires large investment

frequently over a long time scale.

RELATIVELY LARGE FINANCIAL INVESTMENT

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Every modern tourist establishment and facility requires large investment,

frequently over a long time scale. This means that the level of risk and the rate of

return are critically important to tourism management.

PEOPLE ORIENTED

Tourism Services are high contact services, as people interact with people at

virtually EVERY stage of the way. Tourism services are very people-oriented

services, and the service people are plenty and have high contact with the

consumers. The consumer interacts with a myriad of service people starting from

when he books his ticket and throughout the course of his holiday.

BENEFITS TO CUSTOMERS

Since the economy opened up in 1991, several foreign chains have entered

the Indian market, including Hyatt, Four Seasons, Hilton, Regent, Radisson and

Holiday Inn.  The result is that the quality of service has improved. The overseas

players have brought in efficient systems and service standards from Europe and

the US. Competition has forced Indian hotel groups to improve their standards. The

customer has benefited in many ways. The influx of foreign players has led to major

price wars in the industry. In an attempt to woo customers, Indian hotels have

reduced their tariffs significantly. According to one hotelier, "India has become a

normal market -– like others in the West or in Southeast Asia – with demand and

supply determining the price".

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CLASSIFICATION

Tourism may be classified into the following types:

1. INBOUND INTERNATIONAL TOURISM: It means visiting to a country by

non-resident of that country.

2. OUTBOUND INTERNATIONAL TOURISM: It means visiting by the residents

of a country to another country.

3. INTERNAL TOURISM: It means visiting by residents of a country to their own

country.

4. DOMESTIC TOURISM: It consists of inbound international tourism plus

internal tourism.

5. NATIONAL TOURISM: It consists of internal tourists plus outbound

international tourism.

TYPES OF TOURS IN INDIA

1. Medico Tratement (India’s Growing Medico Tour)

2. Natural Healink (Ayurveda, Yoga)

3. Art & Culture Tour (Taj Mahal Tour)

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4. Festive Tour (Diwali, Dasshera)

5. Exploration Tour (Wild Life & Heritage)

6. Study Tour (Specialized Courses)

7. Beach Tour (Beach Holiday Destinations In India)

8. Excursion Tour (Mountaineering, River Rafting)

9. Golden Triangle (Cities Of Golden Triangle)

10. Indian Traditional Tour

MEDICO TOUR IN INDIA

India is hoping to expand its tourist industry – to include visitors with heart

conditions and cataracts. Indeed, medical tourism, where foreigners travel abroad in

search of low cost, world-class medical treatment, is gaining popularity in countries

like India. The field has such lucrative potential that Indian finance minister Jaswant

Singh called for India to become a “global health destination.” And, with prices at a

fraction of those in the US or Britain, the concept will likely have broad consumer

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appeal – if people can overcome their prejudices about health care in developing

countries. Though the quality of health care for the poor in countries like India is

undeniably low, private facilities offer advanced technology and procedures on par

with hospitals in developed nations.

NATURAL HEALING

INTRODUCTION

Ayurveda is a perfect ancient science of life, the word AYUR literally means

life and VEDA the science or knowledge. Ayurveda briefly explains the knowledge of

the do's and don't one has to follow, which favours the well being of each individual

to lead a healthy, happy, comfortable and advantageous life both physically,

mentally & Socially. Ayurveda also emphasises that prevention is better than cure.

According to Ayurveda every living and nonliving being in this universe is a

combination of five basic eternal elements, called Pancha Maha Bhoothas. Human

Body is also constituted by these five eternal elements in various compositions.

Hence it can be conceived that every cell of body is possessed with all the

properties of life. The only difference of Human Body from the external World is the

expression of CHAITHANYA or consciousness of life spark or spirit or soul. The five

basic eternal elements are

1. Earth

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2. Water

3. Fire

4. Air

5. Ether

We take you on a special Ayurveda Tour in India, which covers the major

Ayurveda Centres and Ayurveda resorts in India. We offer the Ayurveda Tour with

an aim of rejuvenating you mentally as well as physically.” Health is not everything, it

is the only thing" - this is what the Ayurveda tours in India stress on.

ART & CULTURE TOUR

India has been the motherland of art, culture and architecture all across the

globe. The historical monuments in India like the forts, palaces, caves, temples,

mosques and churches tell their own tale. The Art and Culture Tour of India takes

you to a unforgettable odyssey of the ancient monuments in India, the Taj Mahal in

Agra in Uttar Pradesh; Ajanta Ellora caves near Aurangabad in Maharashtra;

Temples of Khajuraho and South India along with many more structures depicting

the art and culture of India.

The most famous monuments are the eighth wonder and the Taj Mahal, Red

fort, Qutab Minar, Agra fort, Fatehpur Sikri and many more. These monuments

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made in the golden period when India was ruled by the Mughals; are excellent

examples of art, architecture and culture of India. The art and culture tour in India

reflects the flexibility and the secular elements inherent in our Indian art and culture

since the bygone days. These architectural marvels of India not only represent the

deep-rooted art and culture of India but also the mathematical skills and an

exceptional aesthetic sense possessed by the Indian artisans.

FESTIVE TOUR

Fairs and Festivals complete the hue and colour in the sketch of real India.

Whether Holi, Gangaur and Pushkar Fair of Rajasthan; Elephant Festival, Onam or

Boat Carnival of Kerala, The great Goan Carnival; Taj Mahotsav of Agra or Tansen

Festival of Gwalior; as a tourist you witness a distinct feature in every festival

reflecting the culture, customs and traditions that belong to that region of India.

Every year millions of travellers visit India with a purpose of India Festival

Tour, coinciding the date of travel with the occasion of some Indian Festival. All the

festivals pay a tribute to Indian customs, traditions, culture and climate, which form

an indispensable part of Indian soil. The renowned ones are the Pushkar Fair,

International Kite Festival, Surajkund Fair, Goa Carnival etc. that pull the whole of

the tourist traffic towards India. The mega size and the cultural diversity inherent in

these festivals are apparent enough to leave a tourist awestruck.

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There is perhaps not a single day in the Indian calendar when in some part of

the vast country a festival is not celebrated or a fair held- some so big that almost

the entire country participates, and some so small that it is confined to a little

community in a remote village. But the spirit is the same - replete with rituals, colour,

music, feasting, pageantry, fun and frolic. And given India's vast diversity. After the

same festival is celebrated differently. In different parts, all adding to the richness of

the Indian way of life.

EXPLORATION TOUR

WILDLIFE TOURS IN INDIA

Explore the wild jungles and forests of India on India

Wildlife Tours. Feel the excitement of seeing a majestic

tiger prowling in a jungle, or elephants and rhinos

trampling their way through the tall grass of a National

Park in India. See amazing animals on wildlife safari tours

in India. You can see deer, monkeys, bear, squirrels and

mongoose in the forests. Tour a land of natural beauty and

wonder, with exciting India Wildlife Tours.

HERITAGE TOURS IN INDIA

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India is famous for its forts, palaces and mansions that exude the cultural

legacy of India. Then entire length and breadth of the country is dotted with the

tourist places telling a tale of their own. The temples, rock cut caves and even the

exhibits of the Indian emperors boast of the royal traditions followed religiously in

ancient India.

The Heritage Tours in India are an effort to familiarise the Indians as well as

the foreigners with the wealth of Indian legacy. The Heritage Tours India by default

transports you to a bygone era where you feel like a Maharaja. Our most privileged

Heritage Tours in India fulfil your dream of attaining the zenith of luxury and comfort

anyhow.

STUDY TOUR

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“Experience life in a rural tribal community, visit social and economic

development projects and tour places of cultural, historical and religious

significance.”

The two-week Unique Study Tour to India will bring to life concepts of

sustainable, community-based development through visits to both rural and urban

community development projects and conversations with the different people

involved.

Who should attend: Development professionals, field staff, university

professionals, students, and supporters of development?

BEACH TOURS

India is a land with a long coastline measuring over 6,700 km, is washed by

the Arabian Sea to the west, the Bay of Bengal to the east and the Indian Ocean to

the south.

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Explore the magnificent Indian Beaches stretching over the vast coastline of

Indian Peninsula. Travel the most exclusive Beaches of India spread across the

seashores of the states like: Goa, Kerala (Kovalam, Marari, Varkala, Poovar),

Lakshadweep and Andaman & Nicobar. Have an unforgettable Trip to Beaches of

India at your favorite destination. The Indian Beaches offer you solitary and special

moments whether for romantic honeymoon, a perfect holiday, an ideal vacation or

even to fulfill your adventurous appetite through water sports.

Indian beaches are just the right place for fun and frolic, and either a family

holiday or a lone excursion. The hospitality of the people adds to the charm of the

beautiful surrounding, as does the all-pervasive holiday mood. While, some of the

beaches are well prepared for tourists and appointed with every facility, be it hotels

and resorts, beach shacks and small restaurants serving delicious but affordable

food, or beach bazaars with colorful balloons, the others are sandy and isolated

retreats perfect for unwinding and relaxing.

EXCURSION TOUR

MOUNTAINEERING TOURS IN INDIA

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Mountaineering as a sport has a history as old as the history of the evolution

of human race itself. Mountaineering started when the need was felt for people who

could climb difficult heights and terrains to meet people across the border, to trade,

or to conquer new territories. In the course of time, man developed new modes of

transportation and communication and venturing out on these difficult routes were

not needed. Nevertheless, what remained was his nature to take risks and getting

pleasure in conquering something totally unknown and unexplored. This inner urge

to take up challenges has led man to do things that are quite daring.

MOUNTAINEERING DESTINATIONS IN INDIA

Himachal Pradesh, Garhwal and Kumaon regions of Uttar Pradesh, Ladakh

region of Jammu and Kashmir, Northeast India, and Sikkim are the most important

mountaineering destinations in India. The summits that are quite popular with the

mountaineers are Num and Kun and the Zanskar range in Jammu and Kashmir. In

Kishtawar, there are numerous peaks with altitudes up to 6,500 m that require

technical climbing skills. In Himachal Pradesh, the areas of Lahaul and Spiti as well

as the Kulu valley have several challenging peaks. The peaks in India have been

classified as 'open', 'virgin', 'border', 'trekking', and 'other peaks'. Each category

offers a number of choices.

ADVENTURE HIMALAYAN SAFARI IN INDIA

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India is a thrilling adventure holiday destination. You can choose from a wide

range of adventure tours in India, while on your Indian Holiday. You can enjoy

mountaineering in the Himalayas, and trekking, camping and rock climbing on

various mountain ranges, while on adventure tours in India. Feel the thrill of white

water rafting and kayaking on the rivers of India. Take off from lofty cliffs and soar

like a bird, while hang gliding or parasailing in India. If you're a wildlife enthusiast,

you're sure to enjoy wildlife safaris and adventure tours to the National Parks and

wildlife sanctuaries in India. If water sports are what excite you, then India's long

coastline and islands offer plenty of opportunities for water sports adventure tours in

India. You can enjoy swimming, snorkeling, scuba diving, and surfing, wind surfing

and sailing, on adventure tours in India, when you enjoy an adventurous Indian

Holiday.

RIVER RAFTING TOUR IN INDIA

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Be swept along a rushing river in a rubber raft, tumble over rapids, plunge

over waterfalls and feel the icy spray splash on your face, as your raft races along a

mountain river in India. Experience the thrill of white water rafting in India along

tumbling snow-fed Himalayan Rivers in summer destinations in India.

River rafting in India is an exhilarating experience that you can enjoy on your

Indian Holiday. One of the best regions for river rafting in India is the stretch up to

Rishikesh in Uttaranchal. White water rafting on the Alaknanda, Bhagirathi and

Ganga rivers is a popular adventure tourism activity in summer in India. For the

more adventurous traveler, white water rafting tours in India can also be organized

on the Indus River in Ladakh and Brahmaputra River in Arunachal Pradesh

GOLDEN TRIANGLE TOUR IN INDIA

Welcome to the golden triangle tour of India. The holiday you will remember

for the rest of your life. If you are keen to take the picture for the India Gate, The Taj

Mahal or the Sand Dunes as the backdrop for your favorite photograph, which one

will, you pick. Is it difficult to decide? Well at the Indian visit we offer you all the best

of the holidays clubs Royal Rajasthan with the terrific city of the Taj Mahal besides

the dazzling and delightful Delhi. The golden triangle tour of India is probably the

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most captivating holiday that can be spent at India. Over the years the Golden

Triangle (Delhi - Agra - Jaipur) has made a firm footing on the tourist map of the

world.

TRADITIONAL TOUR IN INDIA

Traditionally, the journey (Yatra) is done from the west to the east starting

from Yamunotri, then proceeding to Gangotri & finally to Kedarnath & Badrinath.

Yamunotri & Gangotri fall under Uttarkashi district in Garhwal region of Uttaranchal.

Badrinath falls under Chamoli & also house three out of five Panch Kedar, Panch

Badris, Sacred Sikh shrine of Hemkund Sahib, skiing paradise. Auli & the legendary

Valley of Flowers. The holy pilgrimage of Kedarnath nestles in Rudraprayag.

Although Chardham are accessible through a network of motor able roads,

arduous trails remain the ancient sanctuaries of faith for fulfilling experience.

SPECIAL FORMS OF TOURISM

For the past few decades many forms of tourism are becoming more popular,

particularly:

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1. ADVENTURE TOURISM

This type of tourism involves travel in rugged regions, or adventurous sports

such as mountaineering and hiking (tramping).

2. CULTURAL TOURISM

It includes urban tourism, visiting historical or

interesting cities, such as Delhi, Amritsar, Mumbai,

Banglore, Chennai, Ahmedabad, etc. and experiencing

their cultural heritages. This type of tourism may also

include specialized cultural experiences, such as art

museum tourism where the tourist visits many art

museums during the tour, or opera tourism where the

tourist sees many operas or concerts during the tour.

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3. EDUCATIONAL TOURISM

It may involve travelling to an

education institution, a wooded

retreat or some other destination in

order to take personal-interest

classes, such as cooking classes

with a famous chef or crafts classes.

4. GARDEN TOURISM

It means visiting botanical gardens, famous places in the history of gardening,

such as Versailles and the Taj Mahal.

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5. HERITAGE TOURISM

It is visiting historical (Rome, Athens, Cracow) or industrial sites, such as old

canals, railways, battlegrounds, etc.

6. HEALTH TOURISM

It means usually to escape from cities or relieve stress, perhaps for some 'fun

in the sun', etc. often to "health spas".

7. MEDICAL TOURISM

It is used for advanced care that is not available in one's own country, in the

case that there are long waiting lists in one's own country for use of free or cheap

health care organisations for what is illegal in one's own country, e.g. abortion,

euthanasia; for instance, euthanasia for non-citizens is provided by Dignitas in

Switzerland.

8. HOBBY TOURISM

Tourism alone or with groups to participate in hobby interests, to meet others

with similar interests, or to experience something pertinent to the hobby. Examples

might be garden tours, square dance cruises, etc.

9. POP-CULTURE TOURISM

This tourism refers to tourism by those that visit a particular location after

reading about it or seeing it in a film.

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10.PERPETUAL TOURISM

It is mainly for wealthy individuals who are always on vacations; some of

them, for tax purposes or to avoid being resident in any country.

11.PILGRIMAGE TOURISM

Pilgrimage tourism refers to ancient holy places (Rome and Santiago de

Compostela for Catholics, Temples and stupas of Nepal for the Hindus and

Buddhist, Mount Athos or Painted churches of northern Moldavia for the Orthodox),

religious sites such as mosques, shrines, etc.

12.SPORT TOURISM

Skiing, golf and scuba diving are popular ways to spend a vacation. Also in

this category is vacationing at the winter home of the tourist's favorite baseball team,

and seeing them play everyday.

13.ECO TOURISM

It means sustainable tourism which has minimal impact on the environment,

such as Safaris (Kenya), Rainforests (Belize) and Hiking (Lapland), or national

parks.

14.GAMBLING TOURISM

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This tourism refers to tourism to Atlantic City, Las Vegas, Macau or Monte

Carlo for the purpose of gambling at the casinos there.

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The Seven P’s of Tourism Marketing

Mix

Product

Price

Place

PromotionPeople

Process

PhysicalEvidence

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MARKETING MIX

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pRODUCT

ACCOMMODATION

RECREATION

RESTAURANT

ATTRACTION

TRANSPORTATION

SHOPPING

Tourism Product

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product is the combination of tangible and intangible elements. The tourism product,

which is mainly the destination, can only be experienced. The views of the location

travel to the destination, the accommodation and facility as well as the entertainment

at the destination all form the tourism product.

Thus it is a composite product combination of attraction, facilities and

transportation. Each of these components has its own significance in the product mix

and in the absence of even single components, the product mix is incomplete.

Components of Tourist Product.

BENEFIT MEANING WITH RESPECT TO THE

TRAVEL AND TOURIS

INDUSTRY

Core Benefit The fundamental benefit or service that the customer is buying

Traveling

Basic Product Basic, functional attributes Ticketing, hotel reservation

Expected Product Set of attributes/conditions the buyer normally expects

Customer friendliness, good food

Augmented

Product

That meets the customers desires beyond expectations

Prompt services, comfortable and convenient trip, spectacular

sights, music

Potential Product The possible evolution to distinguish the offer

Totally customized tour packages, A grade service at

every stage

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PRICE

Pricing in tourism is a complex process. Pricing includes the prices of other

services like Air travel, Bus, Railways, Hotels, etc. All are included in tourism

package. Pricing also depends on the Geographic location of the destination.

Pricing also depends on Seasonality. Seasonality is the most important factor

in pricing. To match demand and supply tourist managers try to get either discount.

E.g. Taj is the tourist attraction in India. Pricing is also based on competitors pricing.

Pricing is also subject to government regulations. E.g. Air price changes tourism

package also changes, if Hotel charges change then also tourism package changes.

Pricing of the tourist product is a complex matter because of its composite

nature. Geographical location of the destination affects the pricing decision. At the

same time, seasonality factor and varying demand cannot be overruled. The

objective of pricing in any other firms is to fetch a target market share, to prevent

competition, and to take care of the price elasticity of demand.

A very important way, in which the travel and tourism business responded to

their highly complex pricing circumstances, is to operate at two levels. The first level

is corresponds with the marketing strategy, which concerns with the product

positioning, value for the money, long run return on investments etc. The second

level corresponds to the marketing operations or tactics where the prices are

manipulated to match the current demand and competition.

PLACE

Different distribution strategies can be selected for Tourism marketing.

Tourism as a product is distributed as a travel. Internet is also used widely. There is

also small agents spread all over the town who plays a role of place. Large travel

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companies like Thomas Cook, Cox & Kings, SOTC, etc they act as a wholesalers

and these wholesalers also act as a retailer.

The tourism marketer may not have adequate choice of the tourist center,

because in most of the case the tourist destinations many be natural, historical

attraction. But, infrastructure facilities, transportation, communication are important

for the development of the tourist center. The major decision that the tourism

marketer takes regarding distribution is relating to the channel of choice and channel

members. The uniqueness of tourism industry is predominant position of

intermediaries. The two major functions performed by the distribution system in

tourism marketing are:

To extend the number of points of sales or access, away form the location at

which services are performed or delivered

To facilitate the purchase of service in advance

Different distribution strategies may be selected to reflect the company’s

overall objectives. The middleman may be tour operators, who buy tourism products

in bulk and make them available to travel agents who are retailers. The range of

tourist products, which are bought by the tour operators are airline seats, hotel

accommodation, bus for local sight seeing, etc. they may also sell directly to

customers. The latest mode of reaching the tourist is through Internet. Ticket

booking can also be done through the Internet and payment is made with credit

card.

PROMOTION

Advertising and sales promotion in Tourism can be very effective when

supplemented by publicity and personal selling. They use electronic, print all sorts of

media they use; and it is highly promoted industry. Public or PR (Public Relation)

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plays an important role in tourism. It is also through recommendation of friends and

relatives this is a biggest promotion.

Creation of awareness is an important factor in the formulation of marketing

mix for the tourism industry. The promotion task simplifies the activities of informing,

persuading and influencing the decisions of potential tourists. The promotion mix

plays a vital role as the users of service feel high degree of involvement and

uncertainty about the product and their role in buying process. Some of the

important aspects of promotion are advertising, publicity, sales support and public

relation.

Advertising and sales promotion activities in tourism can be very effective

when supplemented by publicity and personal selling. Advertising messages may

range from subtly attractive visual messages and symbols designed to appeal and

stimulate travel desire and needs to simple sales announcements drawing attention

to specific product offers.

Word-of-mouth is a very important tool of promotion in tourism. Research

shows that about 80% of the tourist visited different places on the persuasion of their

friends and relatives and also their own judgments. Brochures are another form of

communication provided by tour operators to stimulate customers and motivate them

to buy. They are used to demonstrate in pictures and words the images and

positioning of the product and the organizations.

PEOPLE

It plays a most important part in tourism. In people local people are very

important, that how they treat tourist. The travel agents, guides, staff of travel

companies, sales staff, etc they are the people. Travel Company also like Railways,

Air, etc. is included in people. Normally a tourist assures a tourism quality like hotels,

Travel Company.

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TOURISM SECTOR

The personnel who attend to the needs of the tourists form an essential

ingredient in tourism marketing. The sales personnel are responsible for dealing with

the customer behind the counter. The airline and transportation crew interact with

customers while traveling. The resort or hotel representatives enter to the needs of

the tourist when they reach the destination.

The tourist guides, who interact with the customers at the tourist location, all

form the people element in tourism marketing. These contract persons must be

trained on interpersonal skills as well as knowledge of the product. In the tourism

industry the travel agents and the travel guides are the two most important people

who speak a lot about the industry. Hence it is imperative that they have to be at

their best at all times. Travel guides especially, are expected to have a lot of

patience, good sense of humor, tact to transform the occasional tourists into habitual

ones, thorough knowledge of the places, linguistic skills etc.

PROCESS

The operation process of the tourism firm will depend on the size of the

tourism firm. The sequential steps involved in the delivery of the tourist products are:

Provision of travel information --- The information regarding the travel is

provided at a convenient location where the potential tourist seeks clarification

about his proposed tour.

Preparation of itinerates ----- It is a composition of series of operations that are

required to plan a tour.

Liaison with providers of services --- Before any form of travel is sold over the

counter to a customer; contracts have to be entered with the providers of various

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TOURISM SECTOR

services including transportation companies, hotel accommodation, coaches for

local sightseeing etc.

Planning and costing tours ----- Once the contracts and arrangements are

entered into, then the task of planning and costing the tour, this will depend on

the tour selected as well as individual requirements.

`Ticketing ---- The computerized reservation system has in recent years

revolutionized the reservation system for both rail and air travel.

Provision of foreign currency and insurance --- In case of foreign travel the

final task provide foreign currency as well as insurance

PHYSICAL EVIDENCE

The tourist attraction, which is an expensive for the customer must be

tangibilised with the help of tangible items like, comfortable seats while traveling,

layout, and design of the resort, natural service scope, etc. the sign posts that

indicate directions, route maps, information regarding rules and regulations of the

tourist spot and the sign regarding the public utilities like toilets, telephone booth

also form a part of the physical evidence.

Printed matters such as brochures also play an important role in the

development of tourism. As the product, in tourism is intangible. There is a need to

describe fully the product, which is done by providing an elaborate brochure, which

shows how different elements of the programmes are carefully planned to include all

necessary information to make holiday establishes expectation of quality value for

money, product image and status, which must be matched when the product is

delivered.

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SEGMENTATION

36

Holiday As A Base

Demand As A Base

Geography As A base

Psychography As A base

Demography As A base

Socio-economic As A base

Purpose As A base

Age As A base

MarketSegmentation

Tourism

TOURISM SECTOR

Though there are a number of bases for segmentation of tourists, one

of the most important is Lifestyle. Traveling decisions are fantastically

influenced by changing lifestyles. They are also affected by other factors such

as level of income, availability of leisure time, etc.

BASE OF

SEGMENTATION

CATEGORIES

Holiday Mass market

Popular market

Individual market

Demand Primary

Secondary

Opportunity

Geography International

On the basis of regions, cities, etc.

Psychography Lifestyle

Personality motive

Knowledge

Demography Age

Sex

Religion

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TOURISM SECTOR

Socio-economic Rich, Poor

Rural, Urban

Literate, Illiterate

Purpose Business Travel

Cultural Tourism

Common Interest Convention

Age Teens

Youth

Seniors

Such segmentation is useful when deciding the offerings to target a

particular segment. For example,

The mass market consists of vacationists that travel in large groups and prefer

all-inclusive tours. They are generally conservative.

The popular market consists of smaller groups going on inclusive or semi-

inclusive tours. This group includes pensioners and retired people.

The individual market consists of chairmen, senior executives, etc.

As the lifestyle changes, consumption of services might change. For example, a

newly married couple might prefer romantic holidays, but once they have children

they would prefer family vacations where there are plenty of activities to entertain

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kids. Teens and youth might prefer adventure holidays whereas senior citizens

would probably prefer more relaxing vacations.

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SWOT ANALYSIS

STRENGTHS

India’s geographical location, a culmination of deserts, forests,

mountains and beaches:

India is not only a vast country but also a beautiful country with world

famous natural locations, which attracts lots of foreign tourist everyday. India

has all types of seasons at the same time because of its tropical nature, as

you will find the climate hot, humid, cold and warm all at the same time in

different locations. Also its location is not very out of reach but easy to travel,

as there are many modes of transport to reach here.

Diversity of culture, a blend of various civilizations and their

traditions:

India’s diversity is its greatest strength. There is so much to

explore in India. One cannot be tired of exploring its diverse culture, heritage

and locations. The different languages, dialects and other religious and

cultural customs and traditions are all the sources of attraction in India.

WEAKNESSES

Lack of adequate infrastructure:

It is a major drawback. It is not the case of less money but the money is

not being utilized in the right places and in the right manner. The airlines in

India, for example, are inefficient and do not provide basic facilities at airports.

The road condition in India is very bad.

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An intolerant attitude among certain sections of people:

This is among the people who do not like the foreigners and their entry

into the Indian Cultures as they feel that they will change the Indian Culture

and attitude and replace it with foreign culture.

No proper marketing of India’s tourism abroad:

Foreigners still think of India as a land of snake, villages, beggars and

elephants. The Indians have not made any efforts to change this image and

this has proved very costly as foreigners still think of Indians as illiterates and

narrow-minded

OPPORTUNITIES

More proactive role from the government of India in terms of

framing policies:

The government is supporting India tourism industry with the recent

appointment of Mrs. Renuka Chaudhary a very intelligent and practical

woman who would like to develop India tourism. The Indian tourism industry

should take this as an opportunity and push forward its plans.

Allowing entry of more multinational companies into the country

giving us a global perspective:

This is going to develop and build the confidence in the minds of the

foreigners who would like to explore India.

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TOURISM SECTOR

Growth of domestic tourism:

Indian tourism will only develop if the roots are strong. So if the Indians

themselves travel around India the foreigners will feel confident to come to

India. For e.g.: Thomas Cook says “Travel Now Pay Latter.” Affordable

traveling at leisure, plenty of job opportunities.

Threats

Economic conditions and political turmoil in the other countries

affects tourism:

As a result of this people are afraid to venture outside their own homes

for fear of terrorist attacks and threats to their lives.

Aggressive strategies adopted by other counties like Australia,

Singapore in promoting tourism:

There are hardly any tourists who confidently come to India and if the

other countries offer better packages and places then there is no reason why

the tourists should visit India

The important task is to get tourism accepted as an instrument of

development and national integration. For this it is necessary to create

awareness of India’s charms as a tourist paradise and simultaneously

addressing the important issue of toning up infrastructure and then getting

down to marketing the product in a pragmatic and result oriented manner. All

segments of the tourism trade should get together ands hammer out a

strategy taking into account the ground realities and demands of the future.

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PEST ANALYSIS

Environmental influences can be analyzed by using the PEST analysis.

Political/Legal

Political factors are the main driving force of the industry. Govt. support

& co-operation to Indian Tourism Industry, railways and roads, hotel industry,

airline industry, tourist operators. Downfall of tourism industry because of

unconducive political environment e.g. Kashmir, Law is different for different

country & is the major determinant for the industry. “Tax paid by tourists in

India is the highest in the world. Indian hotels charge about 40% tax

compared to other Asian countries where it varies between 3% and 6%".

Economic:

The criteria here is the more the people spend the more the industry

grows. As we are concentrating on the International tourists, this has led to

the tourism boom. Increase in spend has led to increase in the number of

luxury hotels, & increase in air industry.

Social:

The general perception for tourism destruction of the social fabric of a

place. The more the tourists coming at the place the more the risk of that

place loosing its identity.

Technology:

Better technology in cheaper cost to remote and inaccessible area. It

can help the country to get connected to the world. It is very much necessary

to have better technology to have that place on world tourist map.

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TOURISM IN INDIA

India is one of the popular tourist destinations in Asia. Bounded by the

Himalayan ranges in the north, and surrounded on three sides by water (the Arabian

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Sea, Bay of Bengal, and the Indian Ocean), with a long history and diverse culture,

India offers a wide array of places to see and things to do. In 2004, foreign tourists

visiting India spent 15.4 billion USD - the ninth highest in the world. India is also

ranked among the top 3 adventure tourism destinations. One can expect to spend

about $1,750 in 2005 dollars for a two week visit, staying in accommodations

equivalent to Western ones.

DELHI

Delhi,known in India as the "Lotus Temple", the Bahá'í House of Worship is

one of the most famous landmarks in the Delhi.

Delhi, the capital of the vast, mystic subcontinent that is India. A fine blend of

old and new, ancient and modern in every stream of life is the soul of Delhi. A

melting pot of cultures and traditions, religions and castes Delhi is true to its

democratic nature. Delhi has ruled always from the mythological days to the present,

the Aravali ridges and the Yamuna river stand a mute witness to it. The rulers left

behind their trade marks in the architecture. Tughlakabad fort and the Qutab Minar,

the Jama Masjid and the Lotus temple, The Humayun's tomb and the Red Fort, and

India Gate and the Magnificent President's house. Delhi is famous for its wide roads

and crisp winters. One of the few places in India where colours of nature changes

with the seasons. Kerala to Kashmir and from Gujarat to Assam all the mouth

watering delicacies and shopping goods are found in Delhi. The cosmopolitan nature

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of the city has only added to the beauty and glory of it. Big gardens, wide roads,

ancient structures, and power of politics is what Delhi is all about.

AGRA

Perhaps India's best-known site is the Taj Mahal, one of the world's greatest

architectural achievements. It was built between 1631 and 1653 by Emperor Shah

Jahan in honor of his wife, Arjumand Banu, more popularly known as Mumtaz

Mahal. The Taj Mahal serves as her tomb.

One of the popular tourist

circuits is called the Golden

Triangle: the cities Delhi; Agra

(site of the Taj Mahal); and

Jaipur. Delhi is approximately

200 kilometers away from Agra,

and 250 kilometers from Jaipur.

India also has a large

variety of protected wildlife. The

country's protected wilderness

consists of 75 National Parks of

India and 421 Sanctuaries, of

which 19 fall under the purview of Project Tiger. Its climatic and geographic diversity

makes it the home of over 350 mammals and 1200 bird species, many of which are

unique to the subcontinent. Some well known national wildlife sanctuaries include

Corbett, Kanha, Sariska, Periyar, Ranthambore, and Bharatpur.

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RAJASTHAN-THE LAND OF KINGS

Rajasthan has a rich history and culture making it one of the most popular

tourist destinations in India. Shown here is the Hawa Mahal in Jaipur,

Rajathan.Rajasthan, the "Land of the Kings", is one of the most attractive tourist

destinations in Northern India. The vast sand dunes of the Thar Desert attract

millions of tourists from around the globe every year. Major visitor attractions in

Rajathan include:

1. Jaipur - The capital of Rajasthan, famous for its rich history and royal

architecture.

2. Jodhpur, fortress-city at the edge of the Thar Desert, famous for its blue homes

and architecture.

3. Jaisalmer is famous for its golden fortress.

4. Barmer and surrounding areas offer perfect picture of typical Rajasthani villages.

5. Bikaner is famous for its medieval history as a trade route outpost.

6. Mount Abu is also one of the world famous tourist place.

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JAMMU AND KASHMIR-THE LAND OF HEAVENS

The Manasbal Lake near Srinagar, Jammu and Kashmir is 2000 meters

above sea level.Tourist destinations in Jammu and Kashmir include:

1. Srinagar

2. Jammu

3. Leh

4. Amarnath

5. Vaishno Devi

Other cities of interest in Northern India include Gwalior, Khajuraho, Varanasi,

Mathura, and Haridwar.

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GOA

The sunny beaches of Goa attracts millions of tourists every year.Goa is

another popular destination, famous for its excellent beaches, churches, and

temples.

Goa, a tiny emerald land on

the west coast of India situated

between the borders of Maharastra

and Karnataka, is better known to

the world at large as the former

Portuguese enclave on the Indian

soil. With the rule of the Portuguese

for over 450 years and the

consequential influence of the Latin culture, Goa presents a somewhat different

picture to the foreign visitor than any other part of the country. Not only the

proportion of Christians (almost all of whom are Catholics) in the total population of

Goa much higher than that obtaining in most of the other States; the general way of

living is also markedly different. Western influence is evident in the dress and food

habits, and the general life of the people is quiet and peaceful. A striking feature of

Goa is the harmonious relationship between the two principal religious communities,

the Hindus and the Catholics, who have lived together peacefully for generations.

ORISSA-SPIRIT OF Buddhism

Orissa has been a preferred destination from ancient days for people having

interest in spirituality, religion, culture, art and beauty of the nature. Ancient and

medieval architecture, pristine sea beaches, nature at her beautiful best, the

classical and ethnic dance forms and a variety of festivals, all in combine attract

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tourists from far off places to explore this state to a have a divine exposure of love

and hospitality.

Orissa has kept alive

Buddhism and the Buddha in its

ancient womb. The spirit of

Buddhism still haunts the very air of

Orissa. Rock-edicts that have

challenged time stand huge and

over-powering by the banks of the

river Daya. The silent stones sing out

songs of peace and non-violence. The torch of Buddhism is still ablaze in the

sublime triangle at Udayagiri, Lalitgiri & Ratanagiri, on the banks of river Birupa. The

surrounding hills of Langudi and Kayama stand as mute witness to the quirks and

twists of history. Precious fragments of a glorious past come alive in the shape of

stupas, rock-cut caves, rock-edicts, excavated monastries, viharas, chaityas and

sacred relics in caskets. Rock-edicts of Ashoka are a bonus for your eyes.

TAMIL NADU

Tamil Nadu has a rich culture and offers a wide selection of temples famed

for their architectural beauty. Some of the more popular temple tour destinations

include:

1. Chennai - The capital of Tamil Nadu has the second longest beach in the world,

the Marina Beach.

2. Madurai is known for the beautiful Meenakshi temple.

3. Rameshwaram is famous for the longest corridor in the world.

4. Kanyakumari, located at the tip of India, is at the confluence of the Bay of

Bengal, Arabian Sea and the Indian Ocean. Recently a massive statue of

Thiruvalluvar has been installed here.

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5. Kumbakonam, known for the numerous temples in the town. The Mahamaham

festival is held here once in every twelve years and attracts millions of devotees

to the place.

6. Tiruchirapalli known for its Akhilandeshwari temple and Rockfort temple.

7. Thanjavur has the famous Brihadeeswara temple.

8. The famous hillstations Kodaikanal and Nilgiris offer the visitors a welcome relief

from the usually hot climate in the state.

KARNATAKA

The southern state of Karnataka offers:

1. Bangalore, the IT capital of India, is also significant for its history;

2. Mysore, about 140km from Bangalore, has palaces, KRS Dam, several temples,

a Hindu temple atop Chamundi hills;

3. Srirangapatna, where nearby fortresses can be found (Tipu's);

4. Hampi the city of ruins (1500's when the Muslim kings destroyed the prosperous

Vijayanagar empire);

5. The Belur and Halebid temples are famed for their sculptural beauty;

6. Sravanabelagola has a Jain temple dedicated to king Bahubali. The statue is

massive and a Maha Masthaka Abhishekham performed one every year, attracts

a huge number of pilgrims;

7. Sringeri, located in the western ghats, has a wonderful temple dedicated to

Sarada devi;

8. The Western Ghats offer many other places of exceptional beauty like Agumbe,

Horanadu etc.;

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9. Madikeri, Kodagu, Talakaveri, Kemmanagundi all places of immense

natural beauty.

KERALA-GOD'S OWN COUNTRY

Kerala, nicknamed as "God's own country", is one of the most beautiful

states in Southern India. Shown here is Munnar, in Kerala.Kerala is an evergreen

lush state, tucked away in the southern corner of India. It is one of the most haunted

visits of tourists in India. The state has its own tourism brand name - "God's Own

Country", which has super-brand status. Kerala is famous for its backwaters and

lagoons. Kerala is also known for its Ayurveda. The state was nicked as one of the

"10 paradises of the world" by the National Geographic traveller. The government of

Kerala offers tourism packages related to Ayurveda also. The major attractions in

Kerala include:

1. Backwaters, lagoons, tropical beaches and spice farms.

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2. Hill stations at Thekady and Munnar

3. Enchanting waterfalls at Athirapilly and Vazhachal

4. An exquisite flora and fauna at its wildlife santuries.

5. Its historical monuments.

6. The housboats of Alapuzha.

maharashtra

MAHARASHTRA

Maharashtra with its diverse geographical

features provides a range of tourist centres. The

state has a 720-km coastline dotted by rugs

standing as mute witnesses down the ages to

the march of warrior kings, foreign trading

vessels and invaders from across the seas.

The beauty of Maharashtra is in its forts,

caves and temples, so much so that it is called

'Dagd-Ancha Desh', meaning the Land of Rocks. It has a lot to offer to a visitor, its

features are such that any tourist will definitely find something of his interest from

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among its beaches, forts, caves, temples, cities, wildlife sanctuaries, bird

sanctuaries etc. The intricately carved caves of Ajanta, Ellora and Elephanta

highlight the Indian heritage and the spellbinding Indian Culture. Religious places

like Pandharpur, Nashik, Shirdi, Trimbakeshwar, Tuljapur, Ganapatipule,

Bhimashankar etc are a refreshing experience and make a fascinating whole.

Mumbai, the capital, can well claim to be (after Kolkata) the second cultural

centre of India. Also known as the First city of India, it is one of the world's truly great

cosmopolitan metropolises. Being the economic powerhouse of India Mumbai is the

most affluent and industrialised city in the country today. Its tradition of glamour and

showbiz makes it the city of dreams. Lively and pulsating, Mumbai is India's answer

to Hollywood, producing more films each year than any other county in the world. It

is also the centre of a healthy theatre culture.

GOVERNMENT RELATED TOURISM ORGANIZATIONS

India Tourism Development Corporation (ITDC) was established in 1966

as an autonomous public sector corporation, entrusted with the task of helping

develop tourism infrastructure and promoting India as a tourist destination. Today,

ITDC provides a complete package of tourism services including accommodation,

catering, travel-related services, event management, publicity, hotel consultancy,

duty free shops, in-house travel agency, and entertainment and shopping.

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TOURISM SECTOR

Over the past four years, Andhra Pradesh Development Corporation (APTDC)

has added an array of function to its lists of tasks, with a determination to show

commendable performance. From just providing information to tourists, it has gone

into serious business like accommodation, catering, & such other service that have

become essential for ensuring tourist infrastructure & service.

THE CORPORATION'S ACTIVITIES

Accommodation, Catering, Conducted Tours, Package Tours, Leisure

Cruises & Pleasure Boating, Water Sports, Sound & Light Shows, Eco-Tourism,

Adventure Tourism, Tourism Infrastructure Development, New Projects

Implementation.

The Corporation chalked out an action plan covering all these vital functions.

The organizational structure of the corporation has also been recast keeping in mind

the growth & result oriented development activity in all these spheres.

THE TURNING POINT

The turnover of the Corporation in 1998 - 99 was Rs.328 lakh & this went on

to become a whopping Rs.2004 lakh at the end of the financial year 2001 - 2002- a

turnaround that no other tourism corporation in the country would have ever

achieved in such a short time.

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Keeping this performance in view, the Corporation has reset its goals to maintain the

tempo & meet the ever - increasing challenges posed by such rapid development &

resultant expectations.

TOURS

CONDUCTED & PACKAGED TOUR:

APTDC has given high priority to the second most important aspects in

tourism development - providing convenient conducted tours. Major expansion &

revamping of the Transport Wing of the Corporation over the past three years have

given a major thrust in this area.

At present 63 hi-tech coaches, 20 world famous Volvo coaches, 8 air-

conditioned hi-tech coaches, 4 semi-sleepers, 11 mini vehicles, 1 vintage coach &

10 Qualis are being operated for Conducted & Packaged Tours from 8 Centres of

Andhra Pradesh. As many as 54 Tour Circuits covered by the Corporation

encompass all major pilgrim Centres, nature spots, leisure places, hills & valleys in

Andhra Pradesh. The transport fleet has a wide mix of vehicles ranging from Volvo

A/C coaches, semi sleepers and hi-tech coaches, to a vintage coach, mini vehicles

and Qualis MUVs. This augmented fleet has helped the Corporation introduce new

tours and tour packages.

 OTHER STATE PACKAGE TOUR:

The tour starting from other than Andhra Pradesh districts comes under Other

State Packaged Tours. The visitors from other states come to different destination in

Andhra Pradesh. Most of these tours are provided with accommodation.

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 CHARTERED SERVICES:

APTDC can plan & organize leisure time activities for groups, both corporate

& individual. For instance, employees from companies, institutions or those

attending as delegates (& their spouses) at various conferences, boat rides on the

launches, and even exclusive dinner parties on the boat can be arranged.

Himachal Pradesh Tourism Development Corporation (HPTDC) is a

pioneer in the development of tourism infrastructure in Himachal. Formed in 1972, it

provides a complete package of tourism services, including accommodation,

catering, transport and sports activities.

Having the largest chain of finest hotels and restaurants in the State with

nearly 57 hotels, having 950 rooms and 2050 beds. HPTDC also runs 62 restaurants

and cafes, serving a varied cuisine, including Himachal delicacies. All these

properties are set in superb locations in the lap of nature.

Its luxurious transport network makes this Mountain State easily accessible

with a fleet of coaches, vans and jeeps. The HPTDC arranges sports activities like

skiing, Para-gliding, river-rafting, trekking, ice-skating and golf. Besides camping and

tenting facilities in far flung tribal areas.

Tourist information centre are being run all over India and Himachal by

HPTDC. Besides disseminating information's, they provide reservation,

accommodation and transport facilities.

KARNATAKA STATE TOURISM DEVELOPMENT CORPORATION

KSTDC whose second name has been Hospitality is the largest Travels

Corporation of the State is a professionally run State Government Organization.

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TOURISM SECTOR

Established in 1971, KSTDC has ever been redefining the Hospitality. It has greatly

been possible because of the healthy suggestions by the patrons of the arts and

culture, who visit the State from different parts of the world. This has mainly been

possible with the team of Professionals who is been trained time and again to keep

updated with the technology to offer better service. The attitude of never say no has

made this a success.

KSTDC holds the mirror for the Karnataka’s art and culture. KSTDC with its

Conducted Tours across the state taking you to the Renowned Cities gives an

insight to the blend of culture and growth. Probably the most refreshing example of

the Largest Democracy also brings the comfort of traveling with ultra- modern

Aerotech Coaches.

CONTACT US

KARNATAKA STATE TOURISM DEVELOPMENT CORPORATION.

10/4, Kasturba Road, Bangalore - 560 001. KARNATAKA, INDIA.

Telephone: 91-080-2212901 / 2212902 / 2212903,

Monday through Saturday, 10:00 am through 5:30 pm, {ISD} (Greenwich+5:30).

Fax: 91-080-2272580

e-mail:- For General Information: infn@kstdcbng.kar.nic.in

The Directorate of Tourism, J&K, which is headed by the Director General of

Tourism, is the main developmental, promotional and regulatory arm of the J&K

Government, Department of Tourism.

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TOURISM SECTOR

Its main role comprises of:

Overall planning and execution of schemes for the development, up-gradation

and improvement of the tourism infrastructure in different parts of the State.

Support to the private sector industry in the form of incentives for setting up

various tourist facilities as well as for promotion and marketing of their

products and services.

Promotion and marketing of various tourist destinations and products of the

State.

Regulation of the travel-trade by enforcement of provisions of J&K

Registration of Tourist Trade Act.

The Directorate of Tourism is provided with and controls an Annual Plan

Budget, which averages Rupees 160 million. The bulk of this amount is earmarked

and utilized for providing incentives to the private-sector in the form of interest

subsidy on loans advanced by various financial institutions for setting up or

upgrading various tourism units. In addition, direct financial assistance is also given

for conversion of residential houses as paying guest accommodation and for

improvement of other facilities in the tourism sector. On an average, Rs 20 million

are earmarked for promotion and marketing of various destinations through the print

and electronic media, as well as for sponsoring participation of the State's travel-

trade delegations in various Travel Marts and Expos within the country and abroad.

The Department also conducts Familiarization Tours of leading travel agents, tour

operators and travel writers from within the country and abroad to different parts of

the State.

The commercial activities in the tourism sector from the Government side are

looked after by a public sector corporation know as the Jammu and Kashmir

Tourism Development Corporation (J&K TDC).

It operates and manages Government accommodation in Tourist Centres at

Srinagar and Jammu, and the Tourist Complexes, Hotels, Tourist Bungalows in

various resorts. The Corporation also runs a Travel Division, which organizes

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package tours to various parts of the State and also arranges transport facilities for

the tourists.

PRIVATE TOURISM ORGANIZATIONS IN INDIA

THOMAS COOK (visited)

Thomas Cook is one of the world's leading international travel and financial

services groups and serves over 20 million customers a year. They provide services

to customers at 4,500 locations in more than 100 countries and employee over

20,000 people.

The Thomas Cook Holiday comes with a 150-year-old guarantee of

eternally sunlit memories. They couldn't expect any less from the people who

invented travel for leisure. They offer the world's most enjoyable holidays, to exotic

destinations in India and abroad where everything is taken care of from beginning to

end. Customers don't have to do a thing except, of course, have a good time.

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They strategic mergers and alliances with the world's leading leisure travel

agencies allow the company to offer the Indian travelers a choice of world-class

international holidays. The tempting array of choices includes budget tours with

Cosmos; resort holidays with Club Med and luxury cruises with Star Cruises, Cunard

and others. For those customers traveling in India, they provide the entire gamut of

services from customizing guided tours to arranging theme evenings.

VISIT REPORT TO THOMAS COOK

In the afternoon conversation started with Ms. Anchal laungani Customer

Relationship Executive. Thomas Cook, Speaking about Tourism, she explained me

how important it is to provide best services and make the tourist satisfied.

According to her views, tourism sector is fast booming resulting in market

competition among tour operator she spoke about various services offered like

individual tours, group tours to various destinations like Europe, Australia, New-

Zealand, Egypt, China and so on , also about the special packages that are on

discounts for families individuals packages as per the schemes.

Further about the segmentation of the company, she informed me that they

have to look at the market level, strategy, age-group, seasons, and so on. They

provide the customer services as per the tourists’ desires.

About the additional value to tourists, she said that they apply various

strategies, like wishing them on the occasions like Birthdays, aniversies and so on.

And also providing extra facilities and special packages to regular customers. She

informed about their Strength of the company that “Sky is their Limit”. They have

huge turnover in excess of 100 crores and has captured almost a big part of the

tourism industry.

In India, their major competitors being Keasri, Coxs And Kings, SOTC, Raj

Travels and so on. Asking about the competitors strategy, she replied that they

provide various incentives and facilities like Group Tour, Incentive Tour, Awards,

Cricket Matches, corporate Travel. Etc. is provided to customers.

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At last, talking about the Indian economy, she stated that, it is resulting in

higher growth level of economy. Also other important factors contributing to rising

tourism sector are fall in air fares, ease getting of visas, embassy support and give-

take relations.

KESARI TOURS

Established in 1984, Kesari Tours is a premium travel company, which offers

world-class holidays in India and around the world. Kesari have perfected their tour

itineraries to meet the special needs of the Indian tourist abroad.The motto of

organization is 'No compromise on quality'.

At Kesari Tours, they have made a promise to us; if they make a promise to

their customers, they honor it. They believe in honest, transparent deals. No hidden

costs and no compromise on sightseeing. They strive for 100% satisfaction of

tourists. Immense goodwill. That's what they earned out of their beliefs.

Whether travelers visit their corporate office or any of their branches across

Maharashtra and India, they will experience the same level of service and

commitment. All their business associates, branch offices and preferred sales

agents are connected online and each one has complete access to the sophisticated

reservation system for up to date information.Totally dedicated, hard working team

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strives for total customer satisfaction. Their team has a way of winning over hearts

effortlessly with their professionalism and warm behavior.

At Kesari tours, from youngsters to senior citizens, from couples to families,

everyone enjoys their tours to the fullest. Their personal touch ensures maximum

repeat passengers. Man

Visit report to kesari

In the attention conversation started with ms. Dipti patil , assistant manager, retail

service of kesari. Speaking about tourism , she explained us how important it is to

provide best services and make the tourist satisfied.

According to her views, tourism sector is fast booming resulting in market

competition among tour operators, she spoke about various service offered like

individual tours,group tours to destinitions like Europe, Australia, new-zealand,

eygpt, china, and so on, also about the special packages that are on discounts for

families individuals packages as per the schemes.

Further about the segmentation of the company, she informed us that they have

to look at the market level, strategy, age-group, seasons, and so on . they provide

the customers service as per the tourists desires.

About the additional value to tourists, she said that they apply various strategies,

like wishing them on the occasions like their birthdays, anniversaries, and so on.

And also providing extra facilities and special packages to the regular customers.

She informed the strength of the company , they have huge turnover and has

captured almost a big part of the tourism industry.

In india, their major competitors being Thomas cook, cox and kings,

raj travels and so on. Asking about the competitors strategy, she replied that they

provide various incentives and facilities like group tours, incentive tours, awards,

cricket matches, corporate travel. Etc. are provided to customers.

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At last, talking about the Indian economy, she started that, it is resulting

in higher growth level of economy . also other important factors contributing to rising

tourism sector are fall in air fares , ease getting of visas, embassy support and give-

take relations.

SOTC-A DIVISION OF KUONI TRAVEL INDIA

LTD.

A pioneer and market leader in outbound group travel, this division markets

and operates foreign holiday packages under the SOTC World Famous Tours brand

in India and in the big NRI markets of the Middle East, USA and UK. It is also active

in the Incentive Tours and the Trade Fair Tours segments. SOTC operates from 26

branches with over 400 employees in India.

HIGHLIGHTS OF SOTC

1. Pioneered Package Tours in India. Today, India's largest Outbound Tour

Operator with a distribution network of 116 points across the country.

2. First to introduce package tours to NRI's. Today, 13 General Sales Agents in

14 countries abroad: USA, Canada, UK, UAE, Saudi Arabia, Bahrain, Kuwait,

Oman, Kenya, Qatar, Tanzania, Hong Kong and Singapore.

3. Has a special tour for Pure Vegetarians and Jains.

4. Launched Happy Holidays in 1997. Customers Holiday Abroad and Pay Later in

easy monthly installments.

5. Has a Customer Club called SOTC Holiday Club patronized by over 20,000

frequent travelers.

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6. Introduced Namaste India Holiday Club in year 2002 giving opportunity to NRI's

to discover India.

7. Awarded for Outstanding Performance in South Asia at the World Travel Mart

1999.

8. Honoured by Switzerland with the renaming of Engel berg town as the ' SOTC

Indian Village '

COX & KINGS

Cox & Kings is the longest established travel company in the world. Its

distinguished history began in 1758 when it was appointed as general agents to the

regiment of Foot Guards in India under the command of Lord Ligonier.

By 1878, C&K were agents for most British regiments posted overseas,

including the Royal Cavalry, Artillery and Infantry, as well as the Royal Wagon Train

and the Household Brigade. The Royal Navy was next and in 1912, The Royal Air

Force came under its wings.

Between 1750's and 1950's, Cox & Kings was witness to an exciting era in

Indian history, and, in its own way, helped to shape it. In 1947, the British

administration departed, but bound by strong ties to India, Cox & Kings stayed on

and flourished. Today, Cox & Kings is a premium brand in all travel related services

in the Indian subcontinent, employing over 800 trained professionals.

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Raj TRAVELS

A passion for Travel & a vision for creating innovative travel packages, two

driving forces saw the beginning of a Travel Company in a very modest way in

Mumbai’s Masjid Bunder.

Raj travels started with conducting & managing tours to Srinagar (the

Switzerland of India) & to South India. The aggressive marketing combined with

several add-on features like inclusions of maximum sightseeing, using top class

hotels, catering to good food, innovative ideas, a pre-departure get-together, games

on tour, library, mobile T.V & intercom, were some of the inclusions, which were

unheard of. This was their Unique Selling Point & it spoke for itself. A quality product

had to be with a high price tag. Customers chose it.

In 3 years time (1979), Raj Travels introduced International tours. PATTAYA,

BANGKOK, HONGKONG, MACAU, MANILA, SINGAPORE, PENANG, and KUALA

LUMPUR-the maiden tour was fully packed with 44 people!!! A big number in those

days. The tremendous success & satisfaction of this tour paved way for Raj to hold

its banner high & it continues to do so till date. They are proud to say that year after

year they have improved on the product, adding new destinations, new attractions,

pro-active marketing, & building customer confidence.

The growth & success can be attributed to its constant improvisation and

introducing new features - be it the choice of Hotels, choice of Airlines, or choice of

Destinations. Awareness of the growing trends in travel trend, up to the demands of

the more educated and savvy travelers.

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Orlando, Madame Tussauds, Kukenhof Gardens, Fantasia land, Holiday

Park, TGV train ride, Hovercraft ride Safari, Helicopter ride, Balloon ride, Ski flight,

Dinners at Planet Hollywood, Hard Rock Café, Rainforest Café, James Bond

Breakfast at Schilthorn, Mt Titlis, Mt Rigi, Dinner on 107th floor of World Trade

Center, Para Sailing, Submarin ride, Ride on MTR, the Singapore Zoo, Night all

these and more were brought to the discerning traveller, only in a Raj Tour.

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BOOMING TOURISM INDUSTRY

The year 2004-05 saw tourism emerging as one of the major sectors for

growth of Indian economy, the foreign exchange earnings increased from Rs. 16,429

crore to 21,828 crore up to December. Similarly in the last year, tourism industry

registered a growth rate of 17.3% in foreign tourist arrivals, which has been the

highest in last 10 years. Foreign exchange earnings grew at an even higher rate

30.2%.

India's tourism industry is thriving due to an increase in foreign tourists

arrivals and greater than before travel by Indians to domestic and abroad

destinations. The visitors are pouring in from all over the world: Europe, Africa,

Southeast Asia and Australia. At the same time, the number of Indians traveling has

also increased. Some tourists come from Middle East countries to witness the

drenching monsoon rains in India, a phenomenon never seen in desert climates.

Domestic tourists are also fueling the industry's revival. Many of them escape

from the summer heat on the plains to resorts in the Himalayan Mountains. One of

the major beneficiaries this year is Kashmir, where a cease-fire between India and

Pakistan has reduced violence, if not completely, at least enough to help revive the

state's sagging tourism industry.

Among the most favoured tourist destinations in India, Kerala for its scenic

beauty, Agra for Taj Mahal, Khujraho for its sculptures and temples, Goa for its

beaches and some pilgrimages are the most important.

Interesting feature of this growth is that it has come even as global tourism

has dropped, due to the September 11 terrorist attacks in the United States, the

outbreak of Severe Acute Respiratory Syndrome in East Asia, and the Iraq war.

Even the disastrous tsunami didn't affect India's tourism industry, as tourist arrivals

in India rose 23.5 percent in Dec 2004 and tourist arrivals crossed 3 million mark for

the first time in 2004. The disaster was expected to have a negative impact on

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India's tourism in terms of large-scale cancellations of tourists to India but nothing of

that sort was seen.

REASONS FOR THIS BOOM

There could be several reasons for the buoyancy in the Indian tourism

industry. First, the upward trend observed in the growth rate of Indian economy has

raised middle class incomes, prompting more people to spend money on vacations

abroad or at home. Also, India is booming in the information technology industry and

has become the IT center. Aggressive advertising campaign "Incredible India" by the

government has also had contribution in changing India's image from that of a land

of snake charmers, and sparking new interest among overseas travellers.

TOURISM’S CONTRIBUTION TO INDIAN ECONOMY

It is not hidden that tourism is among India's important export industries. Even

with comparatively low levels of international tourist traffic, tourism has already

emerged as an important segment of the Indian economy. Tourism also contributed

to the economy indirectly through its linkages with other sectors like horticulture,

agriculture, poultry, handicrafts and construction. Foreign exchange earnings from

tourism during 2003-04 were US $ 3,533 million ( Rs 16,429 crore).

Besides being an important foreign exchange earner, tourism industry also

provides employment to millions of people in India both directly and indirectly

( through its linkage with other sectors of the economy.) It is estimated that total

direct employment in the tourism sector is around 20 million.

MEASURES TAKEN FOR TOURISM PROMOTION

Recently, Indian government adopted a multi-pronged approach for promotion

of tourism, which includes new mechanism for speedy implementation of tourism

projects, development of integrated tourism circuits and rural destinations, special

capacity building in the unorganized hospitality sector and new marketing strategy.

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A nation wide campaign, for creating awareness about the effects of tourism

and preservation of our rich heritage & culture, cleanliness and warm hospitality

through a process of training and orientation was launched during 2004-05. The aim

was to rebuild that sense of responsibility towards tourists among Indians and re-

enforces the confidence of foreign tourist towards India as a preferred holiday

destination. More than 6500 taxi drivers, restaurant owners and guides trained under

the programme.

Government also took several other initiatives to promote Indian tourism

industry and increased the plan allocation for tourism i.e. from Rs 325 crore in 2003-

04 to Rs. 500 crore in 2004-05. Road shows in key source markets of Europe,

Incredible India campaign on prominent TV channels and in magazines across the

world were among the few steps taken to advertise Indian tourism. In addition a task

force was set up to promote India as prominent health tourism destination.

However, in order to attract more visitors, India still needs to upgrade its

airports, roads and other infrastructure to global standards. Even with the recent

surge, tourist arrivals are just a mere percentage of those in such popular Asian

destinations like Bangkok and Thailand.

RECENT DEVELOPMENT IN TOURISM INDUSTRY

India Tourism office at Tokyo won two International Awards in Tour Expo held

at Daegu in Korea for excellent tourism promotion. Indian Pavilion won the Best

Booth Design Award as well as Best Folklore Performance Award competing with

major players in tourism such as China, Japan, Thailand, Malaysia and Canada.

The theme of pavilion was the Buddhist pilgrimage in India. Multi promotional

activities undertaken by Tokyo office drew a large crowd to India Pavilion, which

added colours to the entire travel show. The Korea’s leading newspapers published

on the front page the Incredible India booth’s photographs highlighting various

aspects. The live Yoga performance and Indian traditional snacks at the pavilion

were enjoyed very much by the visitors

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ARTICLE

TOURISM – THE FIRST COMMERCIAL VENTURE.

A religious Englishman called Thomas Cook in 1841 arranged, for a fee, a

one –day rail excursion from Leicester to Lough borough for 540 members of a

temperance league. Thus the first bona fide travel agent was Thomas Cook.

While Cook himself did not make a profit on this first venture, he was a man

of vision and was convinced that there was a need for a skilled “travel arranger”. So

by 1845 he had become the first full-time travel agent, operating train excursions

from Leicester.

The next year he chartered a train and steamer for an excursion to Scotland

for 330 people. In 1851 Cook arranged ocean steamship travel and

accommodations for more than 1,50,000 visitors to the World Exposition in London

and in 1856 he operated the first escorted “grand tour” of Europe. Tours to Europe

and Middle East were also conducted and, in 1872, the first around the world tour

was conducted.

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CONCLUSION

Wars, tsunami and bird flu etc. are serious problems that have a significant

affect on tourism. But, these are not the elementary problems. Infrastructure is one

primary problem to many industries in India. Infrastructure in India has improved but

still it is far from what is required to become a world tourist destination. Another one

is the infamous corruption of India, which is a major obstacle to the tourism

industry.Resolving these issues will itself help in overcoming other smaller problems

mentioned above.

Government of India has a target of 10% GDP growth rate, with the present

growth rate at around 8%. To maintain such a high growth rate and increase the

employment opportunities also at the same rate, it has to exploit the highly potential

and growing sectors like Tourism. And, to fully exploit these sectors, problems

related to these sectors should be addressed along with the fundamental issues like

infrastructure and corruption.

Questionaire

Kesari tours & travel

Interview with: dipti patil (assistant manager)

1) What kind of tours you offer?

Kesari today has to its credit, a substaintial portfolio of holiday destinations in india

and domestics and international. Operating in more than 100 destinitions in india

and 1000 world wide, kesari spans the indian ocean,far east, africa, middle east,

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north america and australia. Great value holidays coupled with exclusive specialist

knowledge and extensive personalised service.

Kesari offers domestic as well as international tours.

2)where is your main branch?

Office of kesari is located in most of all famous cities, but our main office is in

mahim, l.j. road, they have opened our house in mahim because it is the heart of

mumbai. Branches of kesari are in pune, thane, kolhapur, nagpur, ahmdabad,

banglore, hydrabad.

3)

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