Subject: SERVICE SECTOR MANAGEMENT

Presentation on:

Tourism In India
Presented by:

GROUP 1

ACKNOWLEDGEMENT
The few people we have worked with to complete this presentation, definitely needs a valuable mention. Our deepest gratitude acknowledged to our PROF: RUPALI DABRE, for all her help, suggestions and support through the completion of this presentation. We owe a big thank you to our friends, for being our moral support. Lastly we thank each other for making this presentation successful.

Index
Sr. no
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Topics
Tourism in India Scope, factors and marketing mix Development and growth of tourism Promotion of tourism in India ATITHI DEVO BHAVA Conclusion Bibliography

Page Remarks no.

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TOURISM IN INDIA
Tourism of India has armed the country with immense potential of development, recognition, and livelihood. After Independence, the focus of Indian government was solely on industrial and economic development. However, in the 20th century, India became a popular name on the world map with the recognition of amazing locations to explore. The second half of 20th century saw the country scaling to great heights in terms of tourism activities. International tourists have well recognized the potential of Indian tourism industry. The rich culture and tradition of India contributed in making the country a prominent name among global places of visit. With the Asian subcontinent displaying much variation in landscape, religion, and traditions, India has become a lively place of visit. Tourism of India has armed the country with immense potential of development, recognition, and livelihood. After Independence, the focus of Indian government was solely on industrial and economic development. However, in the 20th century, India became a popular name on the world map with the recognition of amazing locations to explore. The second half of 20th century saw the country scaling to great heights in terms of tourism activities. International tourists have well recognized the potential of Indian tourism industry. The rich culture and tradition of India contributed in making the country a prominent name among global places of visit. With the Asian subcontinent displaying much variation in landscape, religion, and traditions, India has become a lively place of visit. The urban and cosmopolitan cities of Kolkata, Chennai, New Delhi, and Mumbai features distinct landmarks, clubs, discotheques, and other centers of entertainment. New Delhi is the capital city and invites leisure and business tourists throughout the year. Important city landmarks in Delhi include Qutub Minar, Red Fort, Rashtrapati Bhavan, Parliament House, Lotus Temple, and India Gate. Pilgrimage is another important aspect of tourism in India. With tourisminindia.com, explore the various pilgrimage centers, temples, churches, mosques, and other religious institutions. Similarly, you can plan India travel to places of religious importance. Undertake Buddhist tours to Sikkim, Darjeeling, Himachal Pradesh, Tibet, and Nepal. It is hard to understand the geographical richness of the country until you
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are going for a beach holiday or honeymoon to the hill stations. The prominent hill stations of India are great places of tourist activities. Himachal Pradesh, Uttaranchal, Darjeeling, Leh and Ladakh have wonderful resorts, opportunities for adventure sports, and trekking experiences. The first thought of beach tourism in India takes you to Goa. Goa has at least 18 beaches featuring beach parties, sports, food, and fun. Being part of the festivals in India is another reason why tourism in India is flourishing in the states. Every small town and village has some distinct celebrations reserved for the community residing there. Hence, we can say that India is a true example of UNITY IN DIVERSITY.

PROMOTION OF TOURISM IN INDIA

Tourism is the biggest industry in the world from the point of view of turnover. The capital investment in this industry is now even more than oil-industry. Many countries in Europe and Asia now completely depend on the income coming from tourism. Again being labour oriented industry, tourism generates maximum number of employment directly or indirectly. In India, tourism is a late started industry. After the independence, the Govt. started taking plans to organize and develop the tourism destinations scattered all over the country. Now tourism in India is in such a position which is desirable countries economy. From the civil aviation to hotel industry, everywhere the infrastructural development is remarkable. After the reformation of Indian economy in 1990 with the open policy taken by the then Finance Minister Dr. Manmohan Singh, the Foreign Direct Investment (FDI) is now increasing gradually. The steps taken by Government: 1} Plans for regional development with the help of tourism where other industries are not in their best. 2} Started one window policy to boost the direct and as well as indirect investment in tourism. 3} Plans preservation of cultural, heritage and environment at tourist destinations to attract more tourists. 4} Development of infrastructure to meet the present and future needs of tourist. 5} Started different types of luxurious trains like Palace on Wheels, Royal Orient or Deccan Queens. 6} Developing basic infrastructure. 7} Started overseas offices at different countries to promote India as a tourism destination. 8} Proper coordination between the states and central tourism departments been ordered to develop the destinations. 9} Started different packages to attract for those destinations attracting more tourists.
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10} Developed different Tourism Circuits like Golden Triangle or Buddhist Circuit to attract more tourists. 11} ITDC is now taking part in different tourism fairs all over the world. 12} Trying to provide best of the services in Air India and in Indian Rail. 13} Building accommodation in Govt. level and encouraging the private companies to invest in accommodation sector by giving them different tax benefits.

SCOPE OF TOURISM
The scope of tourism is not a contrast one but an ever expanding one. Today not only the higher class but also the higher middle and middle class have developed a desire to see the world for themselves what they have read. To boost up tourism, countries all over are now offering concessions and facilities for travel. The development of camping sites, tourist bungalows, holiday camps, youth hostels etc. contribute for the expanding scope of tourism. According to World Tourism and Travel Congress (WTTC), Travel and Tourism is the worlds largest industry employing around 200 million workers and it is expected to provide 350 million jobs in the next 5 years. Travel and tourism is growing at the almost twice the pace in comparison to the rest of the world in the Asia-Pacific region.

FACTORS DEVELOPING TOURISM

The factors developing tourism are classified as Natural, Socio-Economic and Political factors.

NATURAL FACTORS: National:

Location space, scenery, climate, animal life constitute to the natural factors. Among these, landscape and climate are the most important. The main attractions of people are the mountains, hills, lakes, forests, coastal beaches, cool weather etc. Himalayas in India, Kovalam beach in Kerala, Puri in Orissa and many other areas attract people.

International:
Florida in USA, West Indies islands, Blackpool and Brighton in UK, Rimini in Italy and Mauritius in Africa are some of the famous sea-side attractions. Skating, skiing mountaineering conducted by many sports centres attract tourist in large
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in number. The scenic beauty, Switzerland with the hill side and lake side resorts at Montreux, Geneva and Lugano is a major tourist attraction.

SOCIO-ECONOMIC FACTORS: National:

Tourism promotes national integration and creates employment opportunities. India has a rich cultural past. Taj Mahal, Hawamahal, Bibi Ka Maqbara, artistic stone carvings in the temples, Ajanta, Ellora, pilgrimage places like Varanasi, Badrinath, and Tirupathi etc. attract tourists from all over.

International:
Some centres like Rome in Italy, London, Paris, Scotland, Portugal, Sweden, Middle East, Africa, California etc. have their distinct features which attract tourists in large numbers.

POLITICAL FACTORS:
National: Tourism is generously promoted by the Indian government, which helps to improve commercial relations with other countries. Due to the instable political ground in India, tourism is still at low ebb. Major tourist attraction places like Kashmir, Punjab, Assam etc. which are now under the effect of terrorism have created a negative climate for the tourists.

International: Tourism has developed to a greater extent in the Western world. The stability of their political power has given a boost to tourism. A country with a very instable government or political power cannot glamour tourism to its full extent.
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MARKETING MIX FOR TOURISM PRODUCT:

The combination of sub-mixes chosen by a firm is usually called the marketing mix. The Tourist marketing mix includes different types of sub-mixes like product, price, promotion and distribution mix. The designing of sub-mixes is significant as it helps the marketer in conceiving the right ideas, particularly to raise the acceptability of the tourist product by stimulating and penetrating the demand. Framing of a proper marketing mix is significant because it helps the tourist organisation in accomplishing the objective and projecting a fair image.

PRODUCT MIX:
Tourism is a composite product with components like attraction, facilities and transportation. Attraction deserves an intensive care. It includes Natural site, places of historic interest, events and cultural attraction. The facilities compliment attraction. The facilities include accommodation, food, transportation and recreational facilities. The transportation component includes the vehicles and the infrastructure. Innovation in the tourism product helps raising the sensitivity. The users of the services are looking forward to better and improved product. The provider of the tourist product is the travel agent or the package tour. A well conceived and designed package tour, covering a wide range of tourist attraction at an economic price, helps in attracting the potential tourist. The travel agent performs numerous activities such as hotel arrangement and accommodation, sightseeing arrangement, domestic transport arrangement, air travel arrangement, etc. In a true sense the tour agents and the travel agents are the vehicles who can give a fillip to the tourism industry, provided they are well trained.

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PRICING:
Pricing of the tourist is complex. Geographical location of the destination, seasonality and varying demand affects the pricing decision. In India, the pricing strategies become important for promoting or contracting the tourism industry, since more than 40% of the total population are below the poverty line. In order to develop the tourism industry, more and more potential users are to be transformed into actual users. When a tourist proposes to visit a particular place, the total cost on his travelling also includes the expenses incurred on transportation, accommodation and communication. A liberal pricing strategy is found to be a productive pricing decision, particularly in case of tourism industry. A pricing strategy which includes low-income people, students and retired persons can be more effective. This is possible if the government offers concessional and subsidised infrastructural facilities to the potential tourist below the average income. The different pricing methods generally used are cost based pricing, demand based pricing, and competition based pricing.

PROMOTION:
The promotion mix includes advertising, publicity, sales support and public relations. The purpose of promotion is to make available the information to the user. Advertising and sales promotion can be effective when supplemented by publicity and personal selling. Radio, T.V., news papers, cinema and printing are some of the important vehicles for travelling of messages. Effective slogans raise the effectiveness of advertising. Another important component of the promotion mix is public relation. It helps in projecting the image of an organization. Public relation and publicity include regular articles and photographs of tour attraction, use of T.V. and travel journalist to promote editorial comment. Publication relation officer plays an important role. He should be efficient, active, intelligent, impressive and well behaved. A good image projection can
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be made if the PRO manages the affairs like a professional. It is said that wordof-mouth is the best form of publicity. The word-of-mouth promotion is an important tool in tourism marketing.

PLACE:
The tourist centres should be located at suitable points. If the tourist spots are natural there is no question of selection. In a vast country like India with divergent socio-economic and cultural patterns, the promotion of domestic tourism encourages unity in diversity. Infrastructural facilities, transport and communication are important for the development of tourist centres. The site selected should have natural surroundings, increased accessibility and improved amenities. At the same time it is also important that the ecological balance is not disturbed. Since growing ecological imbalance leads to pollution, some important steps like promoting aforestation, promotion, and beautification may be undertaken in countering the side effects of atmospheric pollution and maintaining ecological balance.

PEOPLE:
The person who attends to the needs of the tourists forms an essential ingredient in tourism marketing. Behind the counter the sales personnel are responsible for dealing with the customers. The airline and transportation crew interact with the customers while travelling. The resort or hotel representatives cater to the needs of the tourists when they reach the destination. The guides, who interact with the customers at the tourist location, all form the people element in tourism marketing.
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PROCESS:
The size of the tourism firm determines the operation process of the firm. The following steps are involved in the delivery of the tourist product: Provision of travel information. Preparation of itineraries. Liaison with providers of service. Planning and costing tours. Ticketing. Provision of foreign currency and insurance.

PHYSICAL EVIDENCE
The attraction of the tourist is the experience and this must be tangibilised with the help of tangible items like comfortable seats while travelling, layout and design of the resort, ambience, etc. As the product in tourism is intangible, there is a need to describe the product fully which can be done by providing an elaborate brochure that shows how different elements of the programme are carefully planned to include all the necessary information to make a comfortable holiday.

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DEVELOPMENT & GROWTH OF TOURISM IN INDIA

India has developed programs to attract visitors and to showcase the many vacation options available. Increased nonstop flights from both Europe and North America facilitated these efforts by making the trip much shorter. As such, the industry is well-positioned for growth and to achieve a higher proportion of world-wide tourism revenues.

HISTORY
The Indian government began promoting tourism in 1956 with the inauguration of several multi-year plans. Most of these targeted specific projects and did not involve an overall strategy. It was not until the 1980s that government proposed integrating national, state and private tourism entities into one national policy promoting growth. A tourism finance corporation was established in 1989 to help finance projects, including catering and hotel management institutes to train hospitality-industry staff.

FACTS
Although hit by the worldwide recession in 2008 and 2009, India tourism grew, but at rates less than the 10 percent growth experienced from 1990 to the mid2000s. While domestic tourism has driven those numbers, Indian Data, a firm that tracks economic statistics for several industries, predicts India will become a top world-wide tourist destination due to a global shift from Europe to Asia as favored destinations. The company also predicts domestic tourism will increase due to the country's overall economic growth. Tourism is the second largest earner of foreign exchange.

PROMOTION
The Indian government has aggressively promoted tourism, particularly in North America and Europe. The "Incredible India" slogan promotes various aspects of the country, and is seen in print and television ads. India maintains tourist offices throughout India, as well as almost 20 other countries. Government rules have been liberalized to make it easier to obtain licenses for tourism-related
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industries, and foreign investors can invest more freely in tourist infrastructure, such as hotels, which has led to a building boom.

TYPES
While visits to the Taj Mahal, Jaipur and Delhi continue as top tourist draws, India offers several other options that fuel tourism growth. Adventure tourism such as visits to wildlife preserves, and white-water river rafting are growing in popularity. One adventure takes visitors on the Ganges River as it spills out of the Himalayas. Spiritual tourism relating to Hindu sects and health retreats featuring yoga are other options. Medical tourism, a new segment, offers Western-style medical treatment at a fraction of the cost in the West.

CONSIDERATIONS
While India tourism has grown over the past two decades, India's infrastructure still lacks the sophistication of North America and Europe. New hotels spring up frequently in the major cities to keep up with demand, but capacity often falls short. As a result, newer hotels can be expensive. Ground transportation between major cities and tourist sites can be crowded and uncomfortable, particularly in a bus or car via a pothole-filled road. While fine for the adventurous, those less inclined may opt for a good tour operator who can minimize these discomforts.

TOURISM IMPACT ON RURAL ECONOMY

Impact of tourism on rural India will be so great that all other rural welfare scheme will be pale by comparison. Interestingly a bulk of India?s cultural wealth is in the rural areas. It is this what a significant percentage of visitors come to see. When they are there, they help the rural economy by staying in the local hotels, eat local food and buy local handicrafts. Every tourist whether external or internal, carries back souvenirs to show off. The latter is a cottage industry product. Each is unique and each has a local imprint on it. This will drive up the village economy. People in the villages will suddenly find themselves as entrepreneur-supplying products to a very prosperous visitor. In addition, roads, food, shops, hotels, guides will provide employment to millions. In short rural economy will get a huge boost. Tourism is a bonanza waiting to be exploited. Returns on little bit of money invested are phenomenal. Investment money is waiting to come to India except that it has not found the right modus operandi. Investors in the West know that India has the right mix to make any tourists happy. This investment is to be
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welcomed with open arms. The latter will boost the external tourist arrivals from current 4 million to 20 million a year in ten years. Monies they will spend while in India could exceed $20 billion every year. This money is easy money. Again look at the spin-off benefits to the rural economy as well as employment at hotels and inns in the big cities. These benefits are worth having.

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ATITHI DEVO BHAVA

WHAT IS ATITHI DEVO BHAVAH?
A pioneer initiative by Ministry of Tourism, Government of India that will help tap into the full potential of tourism in India. Ministry of Tourism, Government of India has introduced Atithi Devo Bhavah Program- A nationwide campaign that aims at sensitizing key stakeholders towards tourists, through a process of training and orientation. The Endeavour is to boost tourism in India, which in turn would act as a catalyst for Indias economic growth. To launch a national level initiative that works at many levels to address all the above issues. Atithi Devo Bhava aims at creating awareness about the effects of tourism and sensitizing people about preservation of our rich heritage & culture, cleanliness and warm hospitality. It also re-instills a sense of responsibility towards tourists and re-enforces the confidence of foreign tourist towards India as a preferred holiday destination. The entire concept is designed to complement the Incredible India Campaign. 'Atithi Devo Bhavah' is a Social Awareness Campaign aimed at providing the inbound tourist a sense of being welcomed to the country. The campaign targets the general public as a whole, while focusing mainly on the stakeholders of the tourism industry. The main components of the campaign are training and orientation to taxi drivers, guides, immigration officers, tourist police and other personnel directly interacting with the tourists, while simultaneously creating a brand equity for the trained persons.

WHY ATITHI DEVO BHAVAH?

Last year we had 3.3 million visitors, but when you consider that Singapore gets 7 million a year. Thailand 9.6 million a year. Malaysia 11.5 million. There is no reason why we cant aim to increase our numbers by 100%. And that too would be just a beginning. However to do this we need to change our attitude towards those who visit us. Often tourists are Mistreated, Cheated and rudely dealt with. Its simple logic, if someone in a house is rude to you, as a guest, you dont encourage your friends and relations to go there. This is perhaps the reason why in spite of an incredible wealth of Tourist spots, Cultural Attractions, Natural Wonders and Destinations for the soul, India still isnt amongst the top 15 tourist destinations of the world. The time has definitely come to get
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together to change this to change our attitude. Weve lost touch with the hospitality we were famous for. Now its a time that we make an effort to make it a part of us again.

INSPIRATION BEHIND ATITHI DEVO BHAVAH ?

Respect has always been an integral part of the Indian soul. From time immemorial we have always respected - Our teachers, our elders, our parents And our guests. Perhaps this is why a great Indian Emperor once observed 'In Hindustan our manner is very respectful and our hearts are always open' In many ways, at that time India was the ultimate destination for the enlightened travelers. Now, thousands of years later, we can bring that golden age back again. This inspired us to go back to those years, when Indian hospitality set the standard for the world. And we found the keystone of what we want to do OUR GUEST IS BLESSED. OUR VISITOR IS GOD. That how we arrive at our mission called 'ATITHI DEVO BHAVAH'

ECO-TOURISM
What is Eco-tourism? Fundamentally, eco-tourism means making as little environmental impact as possible and helping to sustain the indigenous populace, thereby encouraging the preservation of wildlife and habitats when visiting a place. This is responsible form of tourism and tourism development, which encourages going back to natural products in every aspect of life. It is also the key to sustainable ecological development. The International Eco-tourism Society defines eco-tourism as "responsible travel to natural areas that conserves the environment and improves the well-being of local people." This means that those who implement and participate in Ecotourism activities should follow the following principles: Minimize impact Build environmental and cultural awareness and respect Provide positive experiences for both visitors and hosts Provide direct financial benefits for conservation Provide financial benefits and empowerment for local people
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Raise sensitivity to host countries' political, environmental, and social climate Support international human rights and labour agreements Aware of the Environment - Today the "Green Laws" of conservation are making people aware of how man and the environment can live symbiotically for more time to come and eco-tourism is the only way to maximize the economic, environmental and social benefits of tourism. Everyone is a stakeholder in the process and we clearly need to avoid our past shortcomings and negative impact that they have had. In India too the movement is gathering momentum with more and more travel and travel related organisation's are addressing the needs of the eco-tourists and promoting eco-tourism in the country. Some basic do's and don'ts of eco-tourism are listed below:

DO'S
Carry back all non-degradable litter such as empty bottles, tins, plastic bags etc. These must not litter the environment or be buried. They must be disposed in municipal dustbins only. Observe the sanctity of holy sites, temples and local cultures. Cut noise pollution. Do not blare aloud radios, tape recorders or other electronic entertainment equipment in nature resorts, sanctuaries and wildlife parks. In case temporary toilets are set-up near campsites, after defecation, cover with mud or sand. Make sure that the spot is at least 30 meters away from the water source. Respect people's privacy while taking photographs. Ask for prior permission before taking a photograph.

DON'TS
Do not take away flora and fauna in the forms of cuttings, seeds or roots. It is illegal, especially in the Himalayas. The environment is really delicate in this region and the bio-diversity of the region has to be protected at all costs. Do not use pollutants such as detergent, in streams or springs while
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washing and bathing. Do not use wood as fuel to cook food at the campsite. Do not leave cigarettes butts or make open fires in the forests. Do not consume aerated drinks, alcohol, drugs or any other intoxicant and throw bottles in the wild. Do not tempt the locals, especially children by offering them foodstuff or sweets. Respect local traditions. Polythene and plastics are non biodegradable and unhealthy for the environment and must not be used and littered. Eco-tourism is considered the fastest growing market in the tourism industry, according to the World Tourism Organization with an annual growth rate of 5% worldwide and representing 6% of the world gross domestic product, 11.4% of all consumer spending - not a market to be taken lightly.

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CONCLUSION
Tourists all over the world prefer India due to several reasons: 1. 2. 3.
4.

Its versatile cultures 3 seasons of the country Unity in diversity (many cultures living under one roof) two thousand year old artifacts and spiritual experience in Yoga & religion unmatched anywhere else great history and mythology

5. 6.

One country, more than 25 states speaking more than 45 different languages. Each state has its own different culture, belief, dressing style, food, etc. such a versatile combination of people would attract anybody to India. Some interesting facts about India in field of education: Chess was invented in India
Algebra, Trigonometry and Calculus is studies, which originated in India.

The 'Place Value System' and the 'Decimal System' were developed in India in 100 B.C The value of "pi" was first calculated by the Indian Mathematician Budhayana, and he explained the concept of what is known as the Pythagorean Theorem. He discovered this in the 6th century, long before the European mathematicians. India invented the number system. Zero was invented by aryabhatta
India is the only country other than US and Japan, to have built a super

computer indigenously
India has the second largest pool of Scientists and Engineers in the World. India is the largest English speaking nation in the world The World's first university was established in Takshashila in 700BC. More

than 10,500 students from all over the world studied more than 60 subjects. The University of Nalanda built in the 4th century BC was one of the greatest achievements of ancient India in the field of education The largest employer in India is the Indian Railways, employing over a million people.
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Albert Einstein said: We owe a lot to the Indians, who taught us how to count, without which no worthwhile scientific discovery could have been made. Mark Twain said: India is, the cradle of the human race, the birthplace of human speech, the mother of history, the grandmother of legend, and the great grandmother of tradition. Our most valuable and most instructive materials in the history of man are treasured up in India only.

INTERESTING FACTS ABOUT INDIAS CULTURE:

Sanskrit is the mother of all the European languages. Sanskrit is the most

suitable language for computer software - a report in Forbes magazine, July 1987. India was the richest country on earth until the time of British invasion in the early 17th Century. Christopher Columbus was attracted by India's wealth. Ayurveda is the earliest school of medicine known to humans. Charaka, the father of medicine consolidated Ayurveda 2500 years ago. Today Ayurveda is fast regaining its rightful place in our civilization. Yoga has its origins in India and has existed for over 5,000 years The Vishnu Temple in the city of Tirupathi built in the 10th century, is the world's largest religious pilgrimage destination. Larger than either Rome or Mecca, an average of 30,000 visitors donate $6 million (US) to the temple every day. The largest religious building in the world is Angkor Wat, a Hindu Temple in Cambodia built at the end of the 11th century The four religions born in India - Hinduism, Buddhism, Jainism, and Sikhism, are followed by 25% of the world's population. Jainism and Buddhism were founded in India in 600 B.C. and 500 B.C. respectively. Islam is India's and the world's second largest religion. There are 300,000 active mosques in India, more than in any other country, including the Muslim world. The oldest European church and synagogue in India are in the city of Cochin. They were built in 1503 and 1568 respectively. In the movie, Namaste London, a great explanation is given about India. People, especially foreigners who think India is a poor country, hungry people all round, etc. should change their perception about India. Though our 30% of the population is poor, we still have richest people in the world who are
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Indians. For e.g. Azim Premji, Anil Dhirubhai Ambani, Mukesh Dhirubhai Ambani, Ratan Tata, the list is endless. And as far as politics in concerned, I would just like to conclude by saying that it is not the system that is wrong, it is the people running the system are wrong

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BIBLIOGRAPHY
The matter presented was collected from various sources such as internet. Following are the links to some sites related to tourism

http://www.incredibleindia.org/ www.tourism-of-india.com/ http://india.gov.in/myindia/facts.php www.incredibleindia.org/newsite/cms_page.asp?pageid=800 www.ecoindia.com/eco-tourism-in-india.html www.incredibleindia.org/newsite/atithidevobhava.htm http://anwesha.instablogs.com/entry/development-of-tourism-in-india/

http://www.ehow.com/about_6466290_development-growth-tourismindia.html

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