INTRODUCTION TO TOURISM

One of the most profitable industries in India. The largest service industry, with a contribution of 6.23% to the national GDP and 8.78% of the total employment in India. 10.8 million Indians travel abroad. Growth rate of 10-12%.

SOTC AN OVERVIEW
SOTC is India's Leading Tour operator SOTC is KUONI India's key outbound travel brand. SOTC, Indias largest outbound tour operator was acquired by KUONI Travels World's leading premium Tour Operator in the year 1996 and is a leader in all segments. SOTC has been voted "Best Outbound Tour Operator" five times in a row by the Galileo Express Travel & Tourism Awards Committee.

SERVICES OF SOTC

Planning, organization and equipping of location area Contracting and negotiation of services Organization of pre and post tour programs. Transportation - meet and greet services during all arrivals Security Visa application services, etc

PS OF MARKETING MIX

Productivity and quality

Positioning and perception

Planning

1. PRICE

Cost Plus Pricing

Competitive Pricing

Perceived Value Pricing

2. PLACE 347 offices in India. Internet.

3. PROMOTION Advertising. Public relations. Personal selling. Sales promotion.

4. PEOPLE An essential ingredient Exhaustive training is provided. 2900 employees. Includes travel agents. Tour operators ,etc .

5. PROCESS
Reaching the customer Explaining the details Negotiating the terms

Itinerary arrangements

Reservations as per the needs

Completion of customer formalities

Journey to destination

Walking the talk

Return journey

6. PHYSICAL EVIDENCE

Making judgment on accommodation, travel facilities, executives behavior, etc.

7. PRODUCTIVITY AND QUALITY

8. POSITIONING AND PERCEPTION

In marketing, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization. In travel & tourism industry a company builds its image in the market with regards to their services and the packages they provide.

9. PLANNING
Define goals and objectives 2) Identify the tourist system 3) Generate alternatives 4) Evaluate alternatives 5) Select and implement 6) Monitor and evaluate
1)

4 PILLARS OF SOTC
Transportation. Customer. Hotel industry. Government.

Transportation

Government

PILLARS

Customer

Hotels

SWOT ANALYSIS
STRENGTHS Indias largest outbound tour operator. Offices in all major cities of India. Tie-ups with other tour operators and travel agents across India. Internet booking of tickets and packages. WEAKNESS Lack of corporate offices and small cities across the nation. Feedback system available only for namesake. Ineffective customer services. No proper marketing of India's tourism abroad.

OPPORTUNITIES

More proactive role from the government of India in terms of framing policies. Allowing entry of more multinational companies into the country giving us a global perspective. Growth of domestic tourism.

THREATS

Economic conditions and political turmoil in other conditions. Political turbulence within India in Kashmir and Gujarat. Aggressive strategies adopted by other countries.

BALANCE BETWEEN DEMAND AND SUPPLY

Cross training employees Modify or move facilities and equipments Schedule down time during low demand Partitioning the demand Developing complementary service Advertising and sales promotion

RATER ANALYSIS
Reliability Assurance Tangibles Empathy Responsiveness

Reliability Assurance

Tangibles

Empathy

Responsiveness

GAP ANALYSIS
Knowledge gap Standards gap Delivery gap Internal communication gap Perception gap Interpretation gap Service gap

HOW TO OVERCOME GAP ANALYSIS ???

Learn what customer expects. Establish the right quality standards Ensure that performance meets standards Ensure that delivery matches promises.

SERVICE RECOVERY
We are sorry. Fix the problem. Show your concern. Do something extra.

COMPLAINT HANDLING
Adopt a positive attitude b) Reassure the customer c) Establish the empathy d) Identify the problem and the cause e) Guide the customer f) Communicate the steps to follow g) Solve the problem h) Inform the customer about the same i) Monitor the final satisfaction
a)