ACKNOWLEDGMENT

“Pieces of work are not created but they have to be made.”

Any accomplishment requires the effort of many people and this

work is no different. We thank Prof. APARNA JAIN for giving
the topic of TRAVELS &TOURISM. We thank our colleagues
for their support in this valuable project.

Many examples, pictures are the result of a collection from

various sources such as newspaper, magazines, other speakers
and Internet too. I wish to express my gratitude to those who
may have contributed to this work, even though anonymously.

Grateful acknowledgement is also given to library for reference

purpose. To the people we meet while visiting for our project to
gain practical knowledge and lastly..

“Nothing is great ever achieved without enthusiasm.”

 Travel and Tourism Industry
INTRODUCTION

Tourism is an industry that operates on a massively broad scale:

it embraces activities ranging from the smallest sea-side hotel; to air-
lines, multi-national hotel chains and major international tour
operators.

Originally, non-traditional industries such as tourism emerged as

a solution to strike a balance between ecology and industry. The tourism
industry is now one of the largest sectors earning foreign exchange for
the exchequer.

Tourism has been identified as an important source of foreign

exchange earning, as well as source of employment opportunities.
Moreover, tourism is a multi-faceted industry which promotes cottage
industries, trade and other service sectors. It has been playing a pivotal
role in the socio-economic development of the most of the developed as
well as developing counties of the globe.

In the face of such benefits, many countries have started assigning

due weight age to the tourism industry in their national development
agenda. In recent years, tourism is regarded as one of the world’s
biggest and fastest growing industries.

WORLD TOURISM
• Tourism is one of the world's fastest growing industries at present
and holds the status of the world's no. 1 industry.
• The industry creates a job every 2.4 seconds with every one of
those direct jobs creating another 11 indirect ones.
• Spending on tourism amounts to 5%-10% of total consumer,
spending in a year worldwide.
• Domestic tourism (people going on holiday in their own country)
is generally thought to be 4-5 times greater than international
arrivals
• Tourism accounts for roughly 35 per cent of exports of services
and over 8 per cent of exports of goods (WTO)
• For 83 per cent of countries in the world, tourism is one of the top
five sources of foreign exchange.
 TOURISM IN INDIA
• India's share of the total market is a pittance at 0.51%. The non-
tourist countries like Malaysia and Indonesia get much more
tourists than India.

• However, the average duration of stay of foreign tourist in India is

one of the highest in the world. On an average, it exceeds 27 days
in the case of non-package tourists and is 14 days in the case of
package tourists.

• Tourism has the distinction of being the third largest export

industry after gems and jewellery and readymade garments in
India.

• India’s tourism industry is estimated to employ 5.8% of India’s

total employed persons.

• In 2003, India’s tourist inflow rose 15.3 percent and the Foreign-
exchange earnings through tourist arrivals rose as much as 20
percent over 2002 figures.
 AIMS
'A' stands for 'Awareness'

Within the community there must be awareness of the potential of

tourism and its role as an instrument for promoting economic
development and social change. The tourist must also have the
satisfaction of being welcomed and getting satisfaction on all points of
popular contact in the host country.

'I' stands for creating 'Infrastructure'

The industry's own perception and suggestions must be sharply focused

- highlighting the special needs of the international and domestic
traveler by providing adequate transport, accommodation and other
backup facilities.

'M' stands for 'Marketing'

Apart from creating awareness at home it is required to create

awareness abroad i.e. what India was like (its 5000 year old heritage),
what India is like (liberalization and globalization) and what India will
be like in the future (envision - preferred destination). We should
concentrate on research and identify source markets. The bottom line is
to work out a coordinated action plan for all the three components of
AIM.
 A S.L.E.P.T. ANALYSIS OF THE TOURISM
INDUSTRY IN INDIA

POLITICAL

SOCIAL TOURISM LEGAL

INDUSTRY

TECHNOLO
ECONOMIC
GICAL

Social
Tourism was always looked upon as something that led to
the destruction of the social fabric of a place. The more the
amount of outside people coming into place, the more the
perceived risk of that place losing its identity.
Political
The political factors are the main driving force of the industry.
The Indian tourism industry is built on the backbone of Government
support and the industry cannot sustain itself without it. The various
archaeological sites and the places of historical importance, the roads
and the railways are all in the hands of the Government. All the support
services like the hotel industry, the airlines industry and the tourist
operators to name some are heavily dependent on the support and the
cooperation

Economic
The spending power of the people has been increasing in the
country and all over the world. Since we are concentrating on the
international tourists, the large increase in the spending power in most
developed countries has left a large amount of idle cash in their hands.
This has led to a tourism boom the world over and India has been no
exception. There have been more people coming into the country with
more cash than ever before. This has lead to an increase in the demand
for better hotels. People who previously used to come to the country on
a shoestring budget and hunt around for the cheapest accommodation
can now afford to go in for luxury hotels. This has led to an increase in
the number of hotels in the country.

Technological
Although technology does not seem to be a major influence at
first glance, it plays a major part in the promotion of a place. Better
communication facilities are one of the first prerequisites for growth in
the inflow of tourists. This has been made possible with technology.
Improved technology in the field of communication at cheaper costs has
resulted in many remote and inaccessible areas of the country getting
connected to the rest of the world. This connectivity has made these
places visible to the world. Better communication means access to
media. And that is very important if any place wants to be on the world
tourist map.
 PLAYERS IN THE TOURISM INDUSTRY

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
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.

10 P’s of Tourism
Product

Accomodation Transportation Recreation

Shopping Restaurants Attraction

Price
Promotion
Place
People
Physical Evidence

Productivity and Quality

Process

Packaging

Positioning

LAYERS OF SERVICE MAP:

 Customer
Line of
interaction

Frontline
(Sales employee
agent) Line of
Front visibility
Service
stage
structure

Back stage Line of

internal
Support interaction
staff

Line of
Management implementati
on

SWOT FOR TOURISM INDUSTRY

Strengths
 a) India's scenic geographical locations presenting a diverse
topography of deserts, forests, mountains, beaches, lagoons.
b) Diversity of culture i.e. a blend of various civilizations and their
traditions.
c) A wealth of archeological sites and historical monuments-Taj
Mahal, Lal Qila, Qutub Minar etc
d) Manpower costs in the Indian hotel industry are one of the lowest
in the world. This provides better margins for the industry.
e) A very wide variety of hotels is present in the country that can
fulfill the demand of the tourists. There are international players
in the market such as Taj and Oberoi. Thus, the needs of the
international tourists and travelers are fulfilled while they are on
a visit to India.

Weaknesses

a) Lack of adequate infrastructure. Example: The airlines in India, for

example, are inefficient and do not provide basic facilities at airports.
The road condition in India is very bad.
b) No proper marketing of India's tourism abroad.
c) Misconceptions prevailing the minds of foreigners Example:
Foreigners still think of India as a land of snake charmers. There are
many places where the image of India is one of poverty, superstition,
and diseases.

Opportunities
 a) More proactive role from the government of India in terms
of framing policies.
b) Allowing entry of more multinational companies into the
country giving us a global perspective.
c) Growth of domestic tourism. The advantage here is that
domestic tourism and international tourism can be segregated
easily owing to the difference in the period of holidays.

Threats

a) Economic conditions and political turmoil in other countries

affects tourism.
b) Aggressive strategies adopted by other countries like Australia,
Singapore in promoting tourism.

Political turbulence within India in Kashmir and Gujarat has also

reduced tourist traffi

India Tourism Development Corporation

(ITDC)
Introduction
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, entertainment and shopping.

Division of ITDC
ATT ( ashok travels & tours is the in-house travel agency of india
tourism development corporation )

Packages : ATT offers a comprehensive package of services covering

national & international ticketing , hotel booking, ground handling,
tour packages & special arrangement for domestic & foregin clients
visiting any part of the country.

IATA: ATT ia an IATA approved agency & a member of national &

international travel & tourism organisation like TAAI, IATO, UFTAA,
ASTA, PATA. It handles in bound FIT/GIT from overseas & VIP
guests of the government.

COACH TOURS: ATT operates conducted coach tours for delhi,

same-day agra, banglore – tirupati , chennai- tirupati, bangalore –
mysore – ooty- bangalore, kolkatta-siliguri-kolkatta, tours,mata
vaishnodiri tour.

Services:
 Airport reception service:- reception counters at the airport to
facilitate delegate reception & coordination of transfer from
airport to hotels.

 Hospitality counters at hotels:- provide reception deskS at hotels

to interact with delegates on arrival & provide in formation on
congron programme.

 Registration:- trained staff, fluent in english ( multi linguial if

required) available to attend to registration, information & other
services desks.

 Documentation:- business can be managed for documentation

centre for document distribution.

 Meeting room co ordinators:- staff for co-ordination of each

meeting room.

 Audio visuals:- all audio-visuals equipments as per specifications

 Recording:- simultaneous tape recording and transcription of

proceeding.

 Exhibitions;- arrangement for pre fabricated stalls & related

arrangements.
 Poster sesssions;- provision of panels & suggestrions for display.

 Office equipment ;- equipments on hire for use in documentation

centre &^ secretrait – electronic typewriters, computers & photo
copiers.

 Interpreters;- for all languages.

 Photography;- still photography & video coverage.

 Printing and publishing:- facilitates for pre conference

stationery , documents, speeches proceeding, souveiner, invitation
cards, brouchers, posters etc.

 Conference kit:- this can include the following

 Conference kit bay
 Lapel cards
  Pads, pens, etc
 Souvenir

 Ad- agencies:- professional service of agencies to design

conference logo, letter heads, brouchers, pull outs, posters etc.

 Florists :- to make special arrangement of floral decoration to

suit the ocassion.

 Media consultants:- to assist and plan press conference & media

coverage befitting the national and international importance of
the conference.

 Prepost conference tours:- plan, organised provide prepost

conference tours and technical assists.

 Spouse programmee:- special itinary can be worked out and

arrangements made for the spouses while you confere.

 Medical help :- specialists doctors are available round the clock.

Services
Advantages:
  Located a short distance from the international airport, within the
diplomatic area new delhi, close to the commercial complex & a
breif taxi ride to te areas of tourist interest.

 Featuring a unique column free convention range of 10 meeting

rooms with seating capacities ranging from 60-400 persons.

 Combined capacities of the meeting rooms at ashok, new delhi

alone is between 3200-3300 persons.

 Combined facilitiues of ashok, new delhi & hotel samrat

( adjacent to the ashok, new delhi) would give the added
advantage of holding a conference of 3600-3700 persons.

 N0 overcrowding , no noise disturbances

 Meeting rooms located conveneintly on different floors to

facilitate concurrent sessions & break up at different time
intervals possible without disturbances.

 Sufficient space for registration counters to avoid long ques &

over crowding.

 Along with spacious lounges for interactions during registration,

free time etc.

 Modern, well equipped:- bank with 24 hrs business centre money

changes.

 Specialised staff who plan:- travel agency & every detail in

advance with u car rentals.

 Conveniently located areas:- airline counter for conference

secretariat.

 Additional telephone;- shopping arcade line on request.

 A 100% stand by power:- post office facility.

4 pillars of ITDC:-
 Destination:-
The development of destination or tourist sites has a far reaching
impact on attracting the tourists. It is essential that the destination or
the tourists sites are easily accessible the necessaiitates safe, fast and
reliable transportation. To be more specific for promoting world
tourism or attracting the foreign tourists it is essential that the flying
time is made proportionate. The site should be clean, the beaches
should be sandy, sunshine should be certain, the entertainment
facilities at the site should be of quality the site should be safe to –
about , the local people should be freindly.

 Hotels :- for managing the hotel service, it is essential that we

are also careful to the hotel accommodation facilities. It is
pertinent that hotels are easily accessible to the tourists site or
beaches or shops. The hotel personnel should be trustworthy &
competent enough to speak english & other regional languages.
They are supposed to be freindly. The management of facilities at
hotels need due care.

 Tour operators:- the tour operators should be reliable where

the guaranteed services are made available to the guests without
making any distortion. The price should reflect good value for
money.

 Transport :- we have the infrastructure to meet the complete

transport requirements and extend assistance in planning
transport logistics.
Blue print ( mapping of ITDC)

Potential ITDC
Customer
Place offered by tourism industry

Package to goa

Places visiting in goa

Accommodation

Facilities offered by hotel

Duration schedule

Insurance

Passport

Booking
 Service mapping of ITDC
Process: providing information & guidance to tourists

Customer : all the tourists Line of

information
Frontline employees: information offices,
tourists’ guides.
Line of visibility

Information counters
Line of internal
Support staff: register, clerks assistants Interaction

Line of
Management service: providing information & implementation
Guidance to the tourists

Suggestion and recommendation for ITDC

  Increasing the firms investments ( to dominate the market &
strengthen its competative position)

 Go selective, phase out the unprofitable outlet.

 Decreace the advertisement to the level needed to retain hard core

loyalty.

 Maintaining firms investment level unstill uncertainity about the

industry resolved.

 Harvesting ( milking) the firms investment to recover cash

quickly

 Lastly, decrease in the firms investment level selectively, by

dropping unprofitable customer group which simultaneously
strenthing the firms investment in lucrative niches.

Gap analysis
We found that ITDC has a knowledge gap this is with regards that they
are unwilling to ask the customers about expectation. After its
establishment in 1966 it used to own 3 hotels but the present situation is
not so good . at present they owns and manages only16 hotels which are
very few as compared to earlier years.

How can they overcome gaps?

Understand the customer as it is very important due to the increasing
competition of private companies in India.
Being a government owned company they have to depend on the main
office, so there mustbe an informal communication between the
customer and the company that would result in quick and easy
procedures.

SERVICE LIFE CYCLE:-

Service cycle is all about the process with the first stage,
1)Enterpreneurial stage :- here an innovation offer a services at a
limited number of location.
2)multi site rationalization:- this is were a successful service
entrepreneurs add limited number of location.
3) growth :- later is the growth stage where the period of rapid
expansion occurs often through the purchase of competitor and
franchising arrangements.
4) maturity:- it is a period of slowdown in sales growth because the
product has achieved acceptance from most potential buyers.
5) decline/regeneration:- this is a period when sales show a downward
drift and profits reduce.
ITDC represents the decline stage in PLC for expansion is going for
retrenchment due to some problem.

BCG MATRIX
ITDC is planning for disinvestments of some hotels. This shows that
they are not able to face competition from private sector and they are in
declined stage and so it represents DOGS in the BCG MATRIX which
indicates;
• Slow growth, company has relative low share.
• Neither generate nor require large amount of cost.
• Late maturity or decline stage of PLC.
• Retrenchment strategy is suggested.

P’S of ITDC:-
PRODUCT:
---------------------- Product consist of STAAR.
1) ATTRACTION:- the places which are beauty of attraction is
number of places out of which some are
GOA TOUR:- where attractive beaches, temple, museums are
covered.
KERELA TOUR:- spice hills, wild life sanctuary, Bolgatty island
and jewlish synogogue etc..
HIMALAYA TOUR :- orchards and colonial charms, temple,
scenic beauty of kufri Ralha falls etc.
 Cox and kings

INTRODUCTION

THE C&K ADVANTAGE

Best Brand for over 246 years and been operational non-stop since 1758.
 • One Stop Travel Fulfillment Center (Online as well as Offline Fulfillment) for all Travel Related Services including a range
of third party products
• Integrated Information Technology Platform to offer centralized reservation systems for all business units
• Excellent Supplier Contracting Terms & Capabilities
• Strong online Presence
• Timely & Accurate MIS
• Knowledgeable Staff
• Support via BPO & Call Centers
• Innovative Products Design and Creative Marketing

• Global Shareholder of Radius

HIGH TECHNOLOGY PLATFORM

Cox & Kings today deploys highest information technology platform in the Indian Travel Industry. It has developed totally
integrated front, mid and back office solutions. This has brought about huge cost savings for the organisation, thus managing to offer
'quality' service to its customers at a great cost savings.

Gap Analysis

Gap analysis is a very useful tool for helping marketing managers to decide upon marketing
strategies and tactics. Again, the simple tools are the most effective. There's a straightforward
structure to follow. The first step is to decide upon how you are going to judge the gap over time.
For example, by market share, by profit, by sales and so on. This will help you to write SMART
objectives. Then you simply ask two questions - where are we now? and where do we want to be?
The difference between the two is the GAP - this is how you are going to get there . Take a look
at the diagram below. The lower line is where you'll be if you do nothing. The upper line is
where you want to be.

Your next step is to close the gap. Firstly decide whether you view from a strategic or an
operational/tactical perspective. If you are writing strategy, you will go on to write tactics - see
the lesson on marketing plans. The diagram below uses Ansoff's matrix to bridge the gap using
strategies:
You can close the gap by using tactical approaches. The marketing mix is ideal for this. So
effectively, you modify the mix so that you get to where you want to be. That is to say you
change price, or promotion to move from where you are today (or in fact any or all of the
elements of the marketing mix).

This is how you close the gap by deciding

PEST Analysis

What is PEST Analysis?

PEST analysis is very important that an organization considers its environment before
beginning the marketing process. In fact, environmental analysis should be continuous and feed
all aspects of planning. The organization's marketing environment is made up from:

1. The internal environment e.g. staff (or internal customers), office technology, wages and
finance, etc.
2. The micro-environment e.g. our external customers, agents and distributors, suppliers, our
competitors, etc.

3. The macro-environment e.g. Political (and legal) forces, Economic forces, Sociocultural
forces, and Technological forces. These are known as PEST factors.

Political Factors

The political arena has a huge influence upon the regulation of businesses, and the spending
power of consumers and other businesses. You must consider issues such as:

1.How stable is the political environment?

2.Will government policy influence laws that regulate or tax your business?

3.What is the government's position on marketing ethics?

4. What is the government's policy on the economy?

5. Does the government have a view on culture and religion?

6. Is the government involved in trading agreements such as EU, NAFTA, ASEAN, or others?

Economic Factors

Marketers need to consider the state of a trading economy in the short and long-terms. This is
especially true when planning for international marketing. You need to look at:

1. Interest rates

2. The level of inflation Employment level per capita

3. Long-term prospects for the economy Gross Domestic Product (GDP) per capita, and so on

Sociocultural Factors

The social and cultural influences on business vary from country to country. It is very important
that such factors are considered. Factors include:

1.What is the dominant religion?

2.What are attitudes to foreign products and services?

3.Does language impact upon the diffusion of products onto markets?

4.How much time do consumers have for leisure?

5.What are the roles of men and women within society?

6.How long are the population living? Are the older generations wealthy?

7.Do the population have a strong/weak opinion on green issues?

Technological Factors

Technology is vital for competitive advantage, and is a major driver of globalization. Consider
the following points:

1. Does technology allow for products and services to be made more cheaply and to a better
standard of quality?

2.Do the technologies offer consumers and businesses more innovative products and services
such as Internet banking, new generation mobile telephones, etc?

3.How is distribution changed by new technologies e.g. books via the Internet, flight tickets,
auctions, etc?

4.Does technology offer companies a new way to communicate with consumers e.g. banners,
Customer Relationship Management (CRM), etc?

The Product Life Cycle (PLC)

The Product Life Cycle (PLC) is based upon the biological life cycle. For example, a seed is
planted (introduction); it begins to sprout (growth); it shoots out leaves and puts down roots as
it becomes an adult (maturity); after a long period as an adult the plant begins to shrink and die
out (decline).

In theory it's the same for a product. After a period of development it is introduced or launched
into the market; it gains more and more customers as it grows; eventually the market stabilises
and the product becomes mature; then after a period of time the product is overtaken by
development and the introduction of superior competitors, it goes into decline and is eventually
withdrawn. However, most products fail in the introduction phase. Others have very cyclical
maturity phases where declines see the product promoted to regain customers.

Strategies for the differing stages of the Product Life Cycle

Introduction

The need for immediate profit is not a pressure. The product is promoted to create awareness. If
the product has no or few competitors, a skimming price strategy is employed. Limited numbers
of product are available in few channels of distribution.

Growth

Competitors are attracted into the market with very similar offerings. Products become more
profitable and companies form alliances, joint ventures and take each other over. Advertising
spend is high and focuses upon building brand. Market share tends to stabilise.

Maturity

Those products that survive the earlier stages tend to spend longest in this phase. Sales grow at a
decreasing rate and then stabilise. Producers attempt to differentiate products and brands are
key to this. Price wars and intense competition occur. At this point the market reaches
saturation. Producers begin to leave the market due to poor margins. Promotion becomes more
widespread and use a greater variety of media.

Decline

At this point there is a downturn in the market. For example more innovative products are
introduced or consumer tastes have changed. There is intense price-cutting and many more
products are withdrawn from the market. Profits can be improved by reducing marketing
spend and cost cutting.

Problems with Product Life Cycle

In reality very few products follow such a prescriptive cycle. The length of each stage varies
enormously. The decisions of marketers can change the stage, for example from maturity to
decline by price-cutting. Not all products go through each stage. Some go from introduction to
decline. It is not easy to tell which stage the product is in. Remember that PLC is like all other
tools. Use it to inform your gut feeling.

Another marketing tool for evaluating PRODUCT is the Three Levels of a Product.

SWOT Analysis: Lesson

SWOT analysis is a tool for auditing an organization and its environment. It is the first stage of
planning and helps marketers to focus on key issues. SWOT stands for strengths, weaknesses,
opportunities, and threats. Strengths and weaknesses are internal factors. Opportunities and
threats are external factors. At the bottom of this page are FREE SWOT examples - so please
read on
 .

In SWOT, strengths and weaknesses are internal factors. For example:A strength could be:

• your specialist marketing expertise.

• a new, innovative product or service
• location of your business
• quality processes and procedures
• any other aspect of your business that adds value to your product or service.

A weakness could be:

• lack of marketing expertise

• undifferentiated products or services (i.e. in relation to your competitors)
• location of your business
• poor quality goods or services
• damaged reputation

In SWOT, opportunities and threats are external factors. For example: An opportunity could
be:

• a developing market such as the Internet.

• mergers, joint ventures or strategic alliances
• moving into new market segments that offer improved profits
• a new international market
• a market vacated by an ineffective competitor

A threat could be:

• a new competitor in your home market

• price wars with competitors
• a competitor has a new, innovative product or service
• competitors have superior access to channels of distribution
• taxation is introduced on your product or service

A word of caution, SWOT analysis can be very subjective. Do not rely on SWOT too much. Two
people rarely come-up with the same final version of SWOT. TOWS analysis is extremely
similar. It simply looks at the negative factors first in order to turn them into positive factors. So
use SWOT as guide and not a prescription.Simple rules for successful SWOT analysis

• be realistic about the strengths and weaknesses of your organization when conducting
SWOT analysis.
• SWOT analysis should distinguish between where your organization is today, and where
it could be in the future
• SWOT should always be specific. Avoid grey areas.
• always apply SWOT in relation to your competition i.e. better than or worse than your
competition
• keep your SWOT short and simple. Avoid complexity and over analysis
• SWOT is subjective.

Once key issues have been identified with your SWOT analysis, they feed into marketing
objectives. SWOT can be used in conjunction with other tools for audit and analysis, such as
PEST analysis and Porter's Five-Forces analysis. So SWOT is a very popular tool with
marketing students because it is quick and easy to learn. During the SWOT exercise, list factors
in the relevant boxes. It's that simple

In 1999, Paul C. Light embarked on an ambitious project which, if successful, would provide
organizations of all kinds with a powerful new tool for navigating the turbulent sea of change that is
today’s global business environment. A guide to achieving and maintaining superlative performance
in a highly unpredictable world, this book is the fruit of that endeavor. In it you will learn proven
methods for hardening your organization against the surprises and risks of an uncertain future, and
how to maintain a competitive edge by being the first to identify and capitalize on the most promising
growth opportunities.

In The Four Pillars of High Performance, Light paints a portrait of the “robust organization”—that
rare organization which possesses both the agility to adjust to changes in the external environment at
a moment’s notice, and the compass needed to maintain a steady fix on its strategic horizons. He
takes us inside a number of these organizations across a range of business sectors, as well as in
government, the military, and more. From the examples set by a variety of world-class performers,
Light extracts the four key traits common to all robust organizations:

1. ALERTNESS: Spotting fluctuations as they emerge—not after their effects have already been felt

2. AGILITY: Empowering employees with the authority to make routine decisions, reducing barriers
between units, encouraging participatory management, and fostering open communications

3. ADAPTABILITY: Changing with circumstances and taking advantage of new opportunities as

they arise

4. ALIGNMENT: Saturating the organization with information and providing effective information
technology

The Four Pillars of High Performance is an indispensable and unprecedented blueprint for
transforming any company into a robust organization.

Paul C. Light is the Paulette Goddard Professor of Public Service at New York University. He is also
Douglas Dillon Senior Fellow at the Brookings Institution, where he founded the Center for Public
Service. Light is the author of numerous books on public service and management, among them
Pathways to Nonprofit Excellence (2002), Government's Greatest Achievements (2002), Making
Nonprofits Work (2000), andThe New Public Service (1999).

In 1999, Paul C. Light embarked on an ambitious project which, if successful, would provide
organizations of all kinds with a powerful new tool for navigating the turbulent sea of change that is
today’s global business environment. A guide to achieving and maintaining superlative performance
in a highly unpredictable world, this book is the fruit of that endeavor. In it you will learn proven
methods for hardening your organization against the surprises and risks of an uncertain future, and
how to maintain a competitive edge by being the first to identify and capitalize on the most promising
growth opportunities.

In The Four Pillars of High Performance, Light paints a portrait of the “robust organization”—that
rare organization which possesses both the agility to adjust to changes in the external environment at
a moment’s notice, and the compass needed to maintain a steady fix on its strategic horizons. He
takes us inside a number of these organizations across a range of business sectors, as well as in
government, the military, and more. From the examples set by a variety of world-class performers,
Light extracts the four key traits common to all robust organizations:

1. ALERTNESS: Spotting fluctuations as they emerge—not after their effects have already been felt

2. AGILITY: Empowering employees with the authority to make routine decisions, reducing barriers
between units, encouraging participatory management, and fostering open communications

3. ADAPTABILITY: Changing with circumstances and taking advantage of new opportunities as

they arise

4. ALIGNMENT: Saturating the organization with information and providing effective information
technology

The Four Pillars of High Performance is an indispensable and unprecedented blueprint for
transforming any company into a robust organization.

Paul C. Light is the Paulette Goddard Professor of Public Service at New York University. He is also
Douglas Dillon Senior Fellow at the Brookings Institution, where he founded the Center for Public
Service. Light is the author of numerous books on public service and management, among them
Pathways to Nonprofit Excellence (2002), Government's Greatest Achievements (2002), Making
Nonprofits Work (2000), andThe New Public Service (1999).

DearCustomer,
Thank you for travelling with Cox & Kings (India) Pvt. Ltd.

Please do fill up this form with your valuable comments for us to incorporate your valued suggestions to further
help us improve our service standard.

TOUR INFORMATION

*Tour name:

*Booked from:

Tour leader (if applicable):

SERVICES AT THE SALES COUNTER

Friendliness / Courtesy :   
Excellent Good Can Improve

Tour information :   
Excellent Good Can Improve

Documentation services :   
Excellent Good Can Improve
SERVICES AT THE TOUR

Flights :   
Excellent Good Can Improve
Trains :   
Excellent Good Can Improve

Hotels :   
Excellent Good Can Improve

Meals :   
Excellent Good Can Improve

Sightseeing :   
Excellent Good Can Improve

Coach :   
Excellent Good Can Improve

Local guide :   
Excellent Good Can Improve

Tour manager (if applicable) :   

Excellent Good Can Improve
SERVICES ON THE OPTIONAL TOURS

  
Excellent Good Can Improve

  
Excellent Good Can Improve

  
Excellent Good Can Improve

  
Excellent Good Can Improve
OVERALL RATING
Overall rating of tour /   
services: Excellent Good Can Improve

Your valued suggestions :

PERSONAL INFORMATION

*Firstname:

*Lastname:

*Address:

*Pincode:

*City:

*State:

*Country:

*Email:

*Telephone no.:

Fax no.:

Submit
 * DENOTES REQUIRED FIELD

The company then plots its products on the matrix — for example a product in a
fast growing market in which it has a low share would appear in the top left hand
area, whilst one in which it had a high market share but where the market was
growing slowly would appear in the bottom right.

To help the analysis and stimulate the subsequent discussion the BCG model offers
four descriptions of the product/market combinations which might be found:

Stars represent those products or services which the company has a high share of
the market and the market is growing. They should be invested in further to
maintain the growth.

Cash cows represent those products in which the company has a high market share
but where the market is mature and slow growing or even declining. These products
should be 'milked' to provide cash for investments in future product areas.

Dogs are products where the company has low market share and where the market
itself is not growing. These should be dropped from the portfolio to release funds for
investment in more attractive opportunities.

Question marks are those products in which the company ahs low share but where
the market is begiinnning to take off or has significant growth potential. They need
to be watched closely and investment maintained to keep a presence since they could
become tomorrow's starts — but equally the commitment should not be too high
since they could also turn out to be tomorrow's dogs!

The BCG matrix is simple to

construct.
One axis is market share,
running from low to high.
 The other is market growth,
also running from low to high.

» plotting on the matrix

A. Boston Consulting Group (BCG) matrix

A simple tool for assessing a company's position relative to others in terms of its
product range. It is a 2x2 matrix plotting market share against market growth.

Why use it?

The BCG matrix helps a company think about the portfolio of products and services
which it offers and make decisions about which it should keep, which it should let go
and which it shold invest further in.

When is it used?

In initial audit discussions to identify product development opportunities.

» how the matrixBoston Consultancy Group (BCG Matrix)

This product portfolio matrix classifies product lines into four categories. The BCG
models suggests that organisations should have a healthy balance of products within
their range. The Boston Consultancy Group classified these products as following:

Dogs

These are products which have low market shares and low market growth rates.
The options for many companies is to phase these products out, however some
organisation do go for the strategy of re-inventing and injecting new life into the
product. (see Heinz Case Study)
Question Mark/Problem Child

These are products with low market share but operate in high market growth rates.
The company puts a lot of resources in this product in the hope that it will
eventually increase market share and generate cash returns in the future.

Star

Stars have high market shares that operate in growing markets. The product at this
stage should be generating positive returns for the company.

Cash Cow

Cash Cow are products at the mature stage of the lifecycle, they generate high
amounts of cash for the company, but growth rate is slowing. There are chances that
the product may slip into decline, appropriate marketing mix strategies should be
employed to try to prevent this from happening.

Sir Richard Cox

HISTORICAL BACKGROUND: -

B. Introduction: -
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.

PRESENT SCENARIO OF COXS & KINGS: -

At present, the COX & KINGS group has offices in UK (2 offices), USA, Japan,
Germany Italy, Turkey, Pakistan and Nepal. In India, Cox & Kings has offices in
Mumbai, New Delhi, Chennai, Bangalore, Calcutta, Ahmedabad, Cochin,
Hyderabad, Pune, Goa and Jaipur and one satellite office in Andheri in Mumbai
and Gurgaon in Delhi.

DOMESTIC TOURISM:-

India with its large domestic consumer offers Cox & Kings a unique opportunity to
launch its portfolio of 'domestic holidays' for people resident in India. Launched in
2000, 'Bharat Dekho' (see India) is today's leading 'branded' product in the country
with a wide range of 'Indian Holidays' from cultural holidays, pilgrim holidays,
wildlife holidays, honeymoon tours, weekend getaways, customized FIT Tours to
nature trails, Bharat Dekho has captured over 50% of the domestic market.

DESTINATION MANAGEMENT:-

COX & KINGS is India's market leader in destination management, with

substantial competitive advantage in this business segment. Cox & Kings operates a
range of group and individual tours to destinations throughout the Indian
subcontinent for clients from all over the world. Cox & Kings overseas is a
renowned travel brand and an Indian subcontinent tour specialist and been quoted
as one of the top 5 premium tour operators by 'Conde' Nast Traveller'. This division
also provides specialist services to foreign participants visiting India for
international meetings, conferences, ad hoc incentives and exhibitions and also
caters for domestic conferences and corporate incentives. Ground related services to
international cruise companies touching Indian shore with a provision of shore
excursions are other leading activities of this division.

OUTBOUND TOURISM:-

India is one of the largest potential outbound tour markets in Asia. In 1995, Cox &
Kings began a full-fledged in house tour operating activity by designing its own
brochure product under exclusive arrangements with direct suppliers and local
agents across the globe. Cox & Kings has been undertaking path-breaking
initiatives to reach out to the travelers through innovative products. These include:

'Duniya Dekho' Holidays to Europe, USA, Far East, South Africa, Mauritius,
Australia and New Zealand. For the "value for money" traveller
'FlexiHols' is a concept in holidaying where the traveller enjoys all the comforts and
convenience of a planned holiday but at a pace & price that is set by him. This is
targeted at the more discerning Free Individual Traveller
Luxury Escapes - It takes a travel company that has been round for two hundred
years, to know everything about royal treatment. Cox & Kings rolls out a whole new
concept in Holidays - Luxury Escapes. Spoil yourself. Get pampered rotten. Holiday
like a king. Join us as we unveil country after country laced with sinful indulgence
and fine living. The finest luxury hotels in the world to the most exclusive
entertainment experiences await you.
Cox & Kings also represents and retails many international third party products
including Cosmos, Rail Europe, Silversea Cruises, Star Cruise, and Escorted Tours
to USA etc.

NRI - The NRI Division of Cox & Kings caters to the Non Resident Indians who
would like to travel around the world with Indian families. Cox & Kings organises
special tours for these families where the NRI community would like to travel with
like-minded families across the world. Duniya Dekho & FIT Packages are
specifically designed for this Market Segment by this division.

HIGH TECHNOLOGY PLATFORM:-

Cox & Kings today deploys highest information technology platform in the Indian
Travel Industry. It has developed totally integrated front, mid and back office
solutions. This has brought about huge cost savings for the organisation, thus
managing to offer 'quality' service to its customers at a great cost savings.
THE C&K ADVANTAGE:-

• Best Brand for over 246 years and been operational non-stop since 1758.
• One Stop Travel Fulfillment Center (Online as well as Offline Fulfillment)
for all Travel Related Services including a range of third party products
• Integrated Information Technology Platform to offer centralized reservation
systems for all business units
• Excellent Supplier Contracting Terms & Capabilities
• Strong online Presence
• Timely & Accurate MIS
• Knowledgeable Staff
• Support via BPO & Call Centers
• Innovative Products Design and Creative Marketing
• Global Shareholder of Radius

The services offered by COXS & KINGS are as follows:-

COXS & KINGS offer both National and International services.

C. The principal services offered by the company are: -

• Destination Management
• Outbound Tourism
• Business Travel
• Incentive & Conference Solutions
• Domestic Holidays
• NRI
• Trade Fairs
• Foreign Exchange
• Insurance

The first step in most of the tourism industry is that they have to maintain the
relation with different types of people.

1) Hotels booking :-

Basically company has to start with LOCAL/INTERNATIONAL tie-ups for Hotels

Booking. The fore most steps are that the firm has to negotiate with the Hotels,
because it is where the traveler would take rest for a while. So the firm has to take
different decision related to the contract signed for different packages of their
customers. Here the firm and the hotel takes and gives due importance for their
customers so he/she should feel they are in their own HOME COUNTRY.
Feature real time rates and bookings, hotels, apartments and lodging. Company Offer
BUGETED hotels with the facility to get the best accommodation and hospitality at a reasonable
discount price for all our hotels WITHIN OUR TIE-UPS.

COXS & KINGS provide nice hotels and resorts all over TRAVEL PLACES with reasonable
prices and our best services to make your trip more impressive. They also provide you more and
best hotels along with hotel information and travel guide in some favorite tourist
destination.

Hotel booking process:

1) Operating process: - here the firm use Reservation offices given. All kinds of
facilities are made available to customers may it be from online Reservation,
walk-in or through their travel agents.

2) Payment process: - when the tour is finalized the approximate rooms are
blocked and the payment is made to the hotel which is doing business with
COXS & KINGS.
3) TOUR PACKAGES: - normally, the purpose defines the travel. The value of
packages depends on the design of the package. Today’s package tours cater
for varying tastes, offering levels of refinement to suit both the ‘cheap and
cheerful’ budget tourist, and the seasoned traveler seeking more exotic and
exclusive services.

Domestic tie-ups with hotels:-

• J.W.Marriot
• The oberois
• ITC Sherton

Abroad tie-ups hotels:-

• Hilton group
• Hyatt group
• Ramada group

Airlines tie-up:-

Internationally there is airlines tie-up from

• Emirates
• Oman airlines
• cathory pacific

COXS & KINGS negotiates for booking of seats in the Airlines.

Relation of airlines and hotels:-

After negotiation with the airlines, COXS & KINGS negotiates with the hotels i.e.
they negotiate the proximity of the hotel which is closest to the airport.
Documentation:-

i) Passport services: - for this purpose the customer has to do its own.
ii) Visa services: - this is done by the COXS & KINGS.

No other documents are required.

Medical help:-

COXS & KINGS provides medical insurance, first aid, medical emergency etc. In
short, complete travel insurance is provided. Firm also applies a concept of medical
tourism.

Refund condition:-

In case of cancellation the refund value is not provided because only small amount
of deposit is taken first. Thus, a firm follows “BUY FIRST, PAY LATER.”

P’S focus by COXS & KINGS is:-

1. PRICE: - PRICE is the big focus for the service industry. There are price
wars going in the field of travel and tourism.

The pricing strategy is made on 2 key points:-

• Keep your margin low and sell more and get the higher margin.
• Don’t look at the high end customers go for the budgeted customers.
2. Place: - place is the key focus area because distribution strategy is much
more involved within this field. The price depends on the destination.
Normally company gives agencies to the distributor to sell the packages.
3. Product/service: - it’s on complete invisible product.
4. Promotion: - it is one of the prime ‘P’ because the entire selling is on
promotion. E.g.:- the tour guide bus in FANNA is provided by COXS &
KINGS.

Augmented product: - frankly speaking, COXS & KINGS don’t provide any
augmented product. To some extend augmented product can be, “BUY NOW,
PAY LATER” or an Indian chef provided on tour. Basically the value of tour is
covered on price.

Gap analysis:-

There are lots of gaps in the tourism industry itself. So it usual to have the gaps
in the organization also. Hare you can give general example of:-

People feel that on the 4th day of the tour they want to sit down and have lunch,
while some people feel comfortable having standing lunch. Some complain and
some don’t. So a gap varies from customer to customers.

There are some service gaps in terms of Airlines, bus failure, mechanical failure,
and there can be many unexpected gaps.
 To cover-up these gaps, one of the best thing that you can do is to solve those
gaps when ever and in any condition they occurs.

Firstly, to handle the gap you should know completely about the services
included in the packages.

The clear solution on this is that COXS & KINGS make, read and sign
declaration.

The major gaps that as a tour operator COXS & KINGS face are: - food, quality
of hotels, sight.

Service encounter:-

COXS & KINGS, does Service encounter in 2 steps:-

i) Firstly the customer calls on the telephone.

ii) In the second step he lands up in the office or any of our
agents which ever is near to customer.
iii) And if the customer is too remote but he can access to
online services provided by COXS & KINGS.
iv) And if customer wants to know urgently about COXS &
KINGS services they can simply call on: 1800 22 1235 or
SMS CNK to 8558.

Thus service encounter are done traditionally and also technology is use as a result
customers are benefited.

4 pillars for COXS & KINGS are:-

1) Name of the organization itself i.e. COXS & KINGS, as it was established since
1758. Thus COXS & KINGS is one of the oldest companies in tourism industry.

2) The price of the packages is that which can’t stop their customer to spend.

3) People: - tourism industry is the only service sector where people comes to it.
People here serve both input as well as output. People after visiting destinations
become output (tourist) for the industry.

4) Tie-ups:- to maintain the relation within the tie-ups is much more essential as
COXS & KINGS is being in this industry from many years.

SWOT ANALYSIS:-

STRENGTH:-

• Name
• Experience
• Pricing benefits

WEAKNESS:-
 • No other business:-COXS & KINGS are only into travel and tourism
business. E.g. Thomas cook has other business of foreign exchange too, so
their profits are also increasing.
• Capital base: - this is another weakness, as company is not international i.e.
only partially global having offices in U.K, U.S, JAPAN and GERMANY.

OPPORTUNITIES:-

• Biggest opportunities lies as technology is improving, this is mainly due to

online i.e. VIRTUE SUPERMARKET.
• High end travel.
• Sudo google engine i.e. online market which is giving the best possible deal.
• High end positioning.
• Customized holidays.

THREATS:-

• Biggest treat is TERRORISM.

• Visa restrictions from U.K, U.S to brown skin Asians.

BCG MATRIX:-

• CASH COW: -India, US, UK, Europe.

• DOG: - Egypt, Thailand.

Steps for boosting tourism in India:-

• To promote Jammu and Kashmir-

• Basically travel companies boost every destinations for its profit.

Special concession rates:-

The more in advance you book the higher is the concessions. Some not widely
publicized concession to group of physically challenged people.

Concessions to group of concern patients etc.

Principles that COXS & KINGS follows:-

• Honesty
• Right to information.
• Equal opportunity of employment.
• No sex differentiation.

If demand is more then supply:-

The situation has not come yet but if such situation arise then they have to upgrade
passengers, convenience them to try something different, explain them the
disastrous situation of the sight.

Market share:-

Market is completely fragmented.

E.g. from India international airline industry is of rupees. 15 thousand crores.

Growth rate is 11% including inflation whereas real growth rate is 6%

The domestic airline industry is of Rupees. 5500n crore.

Growth rate = 14% with inflation

And

8% without inflation.

Recent trends /concepts in tourism are:-

Health tourism, medical treatment and relaxation.

THE BEGINNING

Shree Raj Travels & Tours Ltd. was established in 1976 by the Chairman & Managing Director-
Mr. Lalit Sheth. It was his vision to provide the Indian traveler with SUPERIOR quality package
tour facilities. He ensured that the services of Raj Travels would be totally customer focused and
would maintain their exclusivity. The objective was to make family holidays tours more
comfortable, more exciting, and most memorable. His passion was to CHANGE the entire
scenario that existed in the Indian Market. An array of NEW Services were introduced by Raj
Travels that were welcomed by customers with open arms. Within a short span of time RAJ
TRAVELS revolutionized the entire travel industry. The CHANGE had taken place and Raj
Travels began its journey to become the Number 1 Outbound Tour Operator in the country.

Raj Travels was the first Outbound Tour Company to introduce Indian Meals on its Globe Tour
Packages. Raj Travels was the first tour operator to start package tours to Australia & New
Zealand. Way back in 1986 when Raj Travels Launched Caravan Kitchens and started serving
"Indian Cuisine- Hot Meals" in Europe, the customer response was so dynamic that it changed
the face of "Indian Tours" forever. The biggest players in the industry were compelled to follow
suit and it was do or die situation for many. Raj Travels has been renowned for PIONEERING
some of the most admired "Customer Services" in tourism. Today, we proudly continue to enjoy
the Number 1 position in the outbound tours industry with 54 operational offices Spread over
India .
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ACCOLADES

The list in endless, but we would like to mention a few of the laurels that we have received in 2003.
They include the Best Performing Agency by reputed airlines such as Lufthansa and Air India.
Amadeus, the world's largest CRS has declared Raj Travels as the number I reservations agent in
India. BBC worldwide has also rated Raj Travels as India's premier outbound tour operator

Welcome to the world of Raj Travels

The Board of Directors are :

Mr. Lalit Sheth

(Chairman & Managing Director )

Mr. Aakash Sheth (Director)

Mr. Yogesh Selarka Mr. Minoo Fitter

(Director) (Director)

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THE SECRET OF OUR SUCCESS

What brings Raj travels to an enviable position ?

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 the growing trends in travel trend, keeping up
to the demands of the more educated and savvy travellers , catering to all these
has been our forte.

Orlando, Madame Tussauds, Kukenhof Gardens, Fantasialand, Holiday Park,

TGV train ride, Hovercraft ride Safari, Helicopter ride, Baloon 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 the discerning traveller, only in a Raj Tour.
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AT RAJ WE DO THINGS DIFFERENTLY

We want to be different, this has been our most outstanding quality. This is a trait
which segregates us from the rest of the competition. We are aggressive, intense &
passionate of our business of travel promotion.

We provide a lending ear to understand the changing profile of today's traveller.

We pack a lot of things to do and see in a short holiday, for some it may be taxing,
for most it is the best way to holiday. Our young and vibrant team is full of ideas
& eager to provide the right service.
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PRODUCT PRICE

Raj believes in guiding the traveller with an "all Inclusive" price point, and not
mislead a client with an eyewash of a published low price, with all others as
Optionals.

Time and again, Raj travels has been able to prove to its clients that what is
appearing cheap, is ultimately more expensive & there can be no compromises on
a well tailored, all inclusive holiday. Raj believes in giving true value for money. It
has been our competitors constant endeavour to prove us wrong, however, our
satisfied clients have been our greatest spokes person. A good product talks for
itself.
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CREDITS

Raj probably is the only Tour Operator who is capable of handling more than 500
people at one time.

We Handled :1500 dealers of Exide Industries Ltd - India's flagship of the storage
batteries . 1,230 people of the Jain Community on the occasion of the opening of
the Jain Temple at Leiceser, U.K.

530 people during Lions Convention at Miami

We have to our credit the priviledge of handling so many closed, incentive

 8 P’s MODEL
The Product Element

ACCOMODATION TRANSPORTATION RECREATION

PRODUCT
ELEMENTS

SHOPPING RESTAURANT ATTRACTION

Accomodation Transportation Recreation

• 5 star hotels • Airways • Theatre
• 4 star hotels • Railways • Nightlife
• 3 star hotels • Roadways • Music
• 2 star hotels • Seaways • Others
• 1 star hotels • Others
• Unclassified
Shopping Restaurants Attraction
• Artistic • Western • Natural scenes
handicrafts • Oriental • Historic
• Handlooms • Chinese excellence
• Books • Indian • Artificial
• Others • Others beauties
• Socio cultural
excellence
• others

Price
In pricing decisions, the product or the service mix of the tourist
organization is important. They have to set prices in line with the
quality of services to be made available to the customers. Pricing
decisions are influenced by internal and external factors. The tourism
professionals are supposed to watch the emerging trends in both the
markets. They are required to think in favour of discounting price.
These may include discounts for cash payments, seasonal discounts,
trade discounts etc. But while offering the discounts, it is not to be
forgotten that it may also create image problem since some of the value
sensitive tourists may doubt the quality.

Promotion
The marketers need to use the various components of promotion
optimally so that they succeed in increasing the number of habitual
users. Promotion helps in maximizing the duration of stay, frequency of
visit by offering new tourist products in the same country to areas
which hitherto have remained untapped or partially tapped..

Place
Place or distribution management is concerned with two things –
availability and accessibility.

Researchers in tourism must determine how and where potential

customers prefer to buy tourism products and services.

Most tour operators sell their services through travel agents, however
some deal directly with the consumers and eliminate middlemen. Other
companies may also utilize more than one method of distribution.

Airlines, for example, sell tickets through travel agents, and sell seats
on flights to tour operators, and also offer travelers to book seats
themselves through their own booking offices.

People
Like other industries, the tourism industry depends substantially on
management of human resources. This industry cannot work efficiently
if the travel agents, tour operators and travel guides lack world class
professional excellence. Of course the offices of travel agents depend on
the new technology but after all employees and the other staff
contribute significantly to the process. The travel guides need
professional excellence since the projection of a positive image
regarding a destination in particular requires their due cooperation,
failing which even the world class services offered by the travel agents
are found meaningless. The tour operators also need to manage human
resources efficiently.

The Government plays an important role in providing the right kind of

people for this industry.

Physical Evidence
Physical evidence with respect to the tourism industry would be all the
tangible factors involved. There would a number of such factors since
the industry is complex and consists of various elements. To name a few
there would be the brochures, pamphlets and other promotional
material used by service providers. Hotels would form a part of this
category. The offices of the travel agents and transport providers would
also be included here. The various modes of transport would also form a
part of the evidence.

Productivity and Quality

In relation to the tourism industry quality would mean living up to the
expectations of the customers and maintenance of the level of service
which is promised to the customer. This would be with respect to the
airlines, hotel, destinations to be visited, travel agents service, tour
guides etc

Process
This includes various processes like one would be right from the time
the customer approaches the travel agent, who chalks out the trip for
him/her, how the various airline and hotel bookings are done. Process
would also include what the customer would do on reaching the
destination that is check into the hotel, visit the various tourist spots,
shopping, clubbing etc.In this way there are various process’s involved
in the tourism industry.