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Rules & Regulations
Event Details
The event will be held in 3 Phases
Phase 1 will invite proposals for the given case problem from teams
Phase 2: 12 teams will be shortlisted for execution of proposal and completion of
deliverables
Phase 3: 6 teams will be shortlisted for final presentations of deliverables
Cash prize of `30,000 will be awarded to the winning team and `20,000 to
the runners-up team
All queries may be addressed to [email protected] or the numbers
mentioned in the Contact Us section
Participation & Registration Guidelines
Participation is open to all b-school students across India
Participating teams must consist of 2 members from the same institute
There is no limit on the number of teams registering from each institute
An individual can be part of one team only
Teams are required to register for Travel Trails at register.iimlmanfest.com
Registration for the event will start on December 20, 2010 and will be opentill 23:59 hours, December 26, 2010
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Phase I Submission
Phase I consists of submission of a research proposal for the first objective in
the case statement
The proposal must consist of exploratory research & initial insights followed
by methodology to validate hypotheses. The emphasis will be on key insights
gained in your exploratory research
The proposal must be in a .ppt/.pptx format. The proposal must consist of
exactly 10 slides including the cover page and the appendices.
The research proposal must be mailed to [email protected] by
23:59 hours, December 26, 2010.
Presentations must be named as
__.ppt/pptx. For example, team
Halo from IIM Lucknow must name its presentation as Halo_IIML_1.ppt/pptx All participating teams must register at register.iimlmanfest.com by 23:59
hours, December 26, 2010. Teams submitting entries without registration will
not be considered for evaluation
Entries received after the deadline will not be considered for evaluation
Phase II and Final Presentations
12 teams will be shortlisted for phase II on the basis of the Phase I
submissions.
Shortlisted teams will be expected to complete the objectives in the case
6 teams will be shortlisted on the basis of Phase II submissions
Phase II submission formats will be intimated at a later stage
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Project Background
Agra is one of Indias, and indeed, the worlds most popular tourist spots. It
achieved prominence as the capital of the Mughal Empire, and reknown as a
showcase of Mughal architecture, with the Taj Mahal, Fatehpur Sikri and the Agra
Fort being the most notable. All three have been designated as UNESCO World
Heritage Sites.
As a tourist hotbed, some of the most famous destinations in Agra are:
The Taj Mahal: Built as the mausoleum for Shah Jahans favourite wife, Mumtaz
Mahal, it is one of the New Seven Wonders of the world. Completed in 1653, it
took 22 years and 20,000 workers, masons and jewellers to build, headed by the
Persian architect, Ustad Isa. It has now become one of the most popular tourist
destinations worldwide.
Agra Fort: This fort, made out of red sandstone, was commissioned for renovation
by Akbar in 1565. It was first built before 1000 A.D. Notable buildings include the
Diwan-e-Khas, the Diwan-e-Am, the Pearl Mosque, Jahangirs Palace and the Shish
Mahal. The fort is now one of the three UNESCO World Heritage Sites.
Fatehpur Sikri: Akbar built Fatehpur Sikri as his capital. However, shortage of foodand water convinced him to relocate to Agra, about 35 Km away. Buland Darwaza,
built in 1601 by Akbar, to commemorate his victory over Gujarat, is one of the
prime attractions.
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Akbars Tomb: Sikandra, Akbars Tomb, is the last resting place of Akbar. Planned
and built by Akbar, as a Turkish custom, it was finally completed by Jahangir in
1613. The features of the tomb are a reflection of Akbars personality and are
another great attraction to tourists.
That, as a tourist destination, Agra is one of the most famous places of cultural
note in the world, is unrivalled. However, several problems have contributed totourism in Agra growing only slowly. Moreover, tourists prefer to visit the place for
less than a day, as a transit point. Agra serves as one destination in a multi-
destination rather than the primary destination. As a stayover destination, Agra
loses out to other destinations such as Jaipur, Mathura, etc. The percentage of
tourists staying for more than a day with respect to the total number of tourists in
Agra was a mere 16.58% in 2010.
Objective
UP Tourism, the government body in charge of tourism in the state, wondered why
this was so. Some of the aspects of a study conducted previously on classification
of tourists have been given. Your task is to:
1. Understand why Agra is not a preferred destination (as against a transit point)
across tourist segments. Understanding must be based on primary &
secondary research2. Out of the understanding gained, devise a proposition for Agra as a stayover
tourist destination
3. Identify 3 specific implementable initiatives, drawing from your research, to
attract tourists to Agra on the basis of suggested proposition
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Additional Information
Travel Motivators
Category Characteristics
Practical
Have a few days break
Cant leave the house alone
No hassles on arrangements, food
Low budget
Social Want to have company on holiday
Want to be in or trendy
Emotional
Need to pamper wife, family assuage guilt
Apprehensions about far-off destinations
Want thrill
Relax mentally
Intellectual Quest for learning
Cultural New experience
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Family Holidays Need Segments
Profiling Segments
Needsegments
Sightseeing
(36%)
BudgetConscious
(33%)
ExperienceThirsty
(31%)
Relaxation
(64%)
ComfortSeekers
(42%)
Quiet HolidaySeekers
(22%)
Budget Conscious
Cleanliness of city importantDifferent from routineExtensive sightseeingValue for money
Experience Thirsty
Different experiencesChildren-oriented
Long holidaysWell preserved culture
Comfort Seeker
Ambience reflecting status5 Star accommodationWell aranged holidayGood shopping & facilities
Quiet HolidaySeeker
Dictate their own pace of holidayNo planned holiday
Thrill & adventure
Segments
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Decision Makers
Holiday decision makers, according to research, have generally been found to be:
The chief wage-earner
Word of mouth with a family consensus
Children
In general, the trust on tourist departments as a source of information is low.
Statistics
Agra has consistently lost out on tourist visits to nearby destinations such as
Mathura, Govardhan and Radhakund. The number of tourists, both domestic andforeign, in these locations and a few others is given below.
Moreover, the city mostly sees day-tourists. In other words, most of the tourists to
Agra do not spend more than a day at the city. In 2009, the statistics were as
follows:
3030538
598167
Day Tourists at Agra
Day tourists in
2009
Tourists stayed
in 2009
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Timelines
Prizes
Winning team: `30,000 | Runners-up: `20,000
Contact Us
Please reach us at [email protected] for queries, or contact:
Gowthami Kanumuru: +91 7897180958
Deepak Venkatramani: +91 7897180891
In case of queries regarding Agra pertinent to the case problem, pleaseaddress your queries to Mr. Anoop Kumar Srivastava, Asstt.
Director, Tourism, Agra & Aligarh Divisions.
Ph. No.: 0562-2226431/+91 9415203375
E-mail: [email protected], [email protected]
Launch of Travel Trails December 20, 2010
Registration closes 23:59 hours, December 26, 2010
Phase I deadline 23:59 hours, December 26, 2010
Release of Phase II shortlist December 29, 2010
Phase II submission deadline 23:59 hours, January 10, 2011
On-campus presentation January 22, 2011
Additional Event Details
mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]