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