India As A Tourist Destination Tourism Essay

India As A Tourist Destination tourerry analyseThe term securities industry has a really important meaning in the ara much(prenominal) as retailing, branding and make waterer(a) similar atomic number 18as such(prenominal) as event selling. On the other hand, market in phaetonry and hospitality heavenss atomic number 18 still legging comparing with the other atomic number 18as. In this sensitivespaper, divers(prenominal) elements of touristry merchandise entrust be explained with the help of dread the imaginations of merchandise theory and re essay within touristry and hospitality sectors (Williams, 2006). touristry is broadly delimitate as a vocation activity which is connected with providing accommodation, religious returns and entertainment for sight who are reach downing a devote for pleasure, recreation, leisure, business and so on (Chaudhary, 2010). It be gos an integral part of todays lifestyle. Hence, touristry merchandising is also one o f the important sectors where much effort and concern has been accustomed to change magnitude the standard of touristry both over. The reason behind this impertinent trend is due to the increase of cross-cultural activities and due to the passion of pile for visiting new finis. Also, the volume of touristry activity and the value is increase compare to holiday terms. This creates an inconsistency in the midst of tourism learn and supply, thereby creating under-utilized tourism capacity (Kaynak Kucukemiroglu, 1993).Position Scope and the Objective of the trainThis paper discuss about the diverse selling concepts which are apply in tourism marketing and their application to generate assorted marketing strategy. In this paper, India has been chosen as the holiday destination. Hence all the re search and contemplate has been done to identified different marketing strategies to increase and assist Indian tourism all over.Scope and ObjectivesThe objectives of this rese arch are as followsTo study thetheoreticalframe cook for marketing in tourism and the concept of marketingstrategyin the tourism persistence this includes PEST analysis, marketing mix,segmentation, targeting and positioning. mete out surveys and analyze India as a holiday destination and compare it with otherholiday destinationTo explore the cognition of India as tourist destinationGlobal touristry IndustryTodays era, the tourism Industry is booming all over the world. tourism has be perform one the signifi squeeze outt ingredient of mankind. A new tourism industry is rising which is driven by new consumers, new technologies, new ideas and new centering techniques (Poon, 1993). The opportunities in the tourism industry are increasing with metre and it is considered that at the end of 21st century, the tourism industry will generate more(prenominal) than 500 one thousand million employments on the whole over the world which will results in the increase of GDP by the tourism i ndustry upto 15% (LCS Parking, 2012). Emerge of particular marketing concepts including special tourist segments where the special segment refers to the the provision of customized leisure and recreational experiences driven by specific interests of indivi trebles and throngs (Sung, 2004) increases the number of tourists all over. According to the UNWTO World touristry Barometer, despite of economic crisis in some of the major outbound markets near world, the total number of international tourists act between the January to April 2012 is more than 285 million which indicates a growing of 5.4% compare to the last year (UNWTO, 2012).The master(prenominal) thoughtfulness of the World touristry Organisation (WTO) is to provide with the best possible facilities and utility for a distinct and specific hire of the tourists (Sung H. H., 2004) and ensure benefits for consumers, business, local state and the surround. To provide the best facilities there is an immense change in the tourism Industry (World Travel touristry Council, 2012). The infrastructure and accommodation is one of the key out sectors of the tourist industry. Even the advanced and sophisticated communication technology helps the positive and potential tourists all over with their expectations, personalities, and ever-changing selects (Pyo, Uysal, Chang, 2002).Expected root of the studyLiterature ReviewA General Overview of tourismWhat is tourism trade?A harvesting bear be idea, goods, or service. Since the tourism industry is primarily a serviced-based industry, the main reapings provided by tourism business are recreational experiences and hospitality. This are intangible products and much more heavy to market than the tangible product. The intangible reputation of duty makes quality break difficult but crucial. It also makes it more difficult for potential customers to evaluate and compare service offerings (Chaudhary, Indroduction to Tourism merchandising, 2012). In a ddition, instead of moving the product to the consumer, the customer essential snuff it to the product (area/ fellowship). Travels forms a signifi whoremastert grant of time and money spent in association with tourism experiences and is a major factor in peoples decisions on whether or not to visit a place (Vukonic, 1983).Tourism marketing or the marketing in relation to tourism means the routine of achieving voluntary exchange betweenTourist who command to appreciate/ experience product and service.Organisations which put unitedly and offer the product and service.The WTO defines tourism marketing as a watchfulness philosophy that in the light of tourism demands makes it possible through research, forecasting, and pickaxe to place tourism product on the market nearly in line with the organizations purpose for greater benefits.Nature of Tourism MarketingMarketing is different perspectives that provide an pictureing of the nature of marketing and tourism marketing (Panda, 2 009).Marketing is an activityMarketing is explained as an activity that is carried by a marketer to give its offer to customers. For example, marketing of a tour packages involves assemblage the package, promoting it, and arrange it for gross revenue. The focus in this perspective is to make the activity efficient and efficient.Marketing is an economic plowMarketing generates revenues purposely through legal proceeding and in passly through its multiplier event and employment generation. Here efforts are made to maximize economic benefits. Tourism marketing in its sign phase foc apply on economic benefits.Marketing is a affable processMarketing as a loving process involves fundamental interaction and traffichip between participants coming from different walks of life and conjunction. The social process make host-guest relationship an important part of tourism marketing. Right to hold up and pro-poor tourism throw developed in result to the different social process.Mar keting in managerial processMarketing is considered to be a business function that undertakes all managerial functions of planning, organizing, directing and controlling to filter out different activities.Overall, marketing force out be combined together. It can be the economic, social, managerial process and activity at the same time. However, its different natures may dominate at different times.Process of Tourism MarketingTourism marketing is a cycle process that begins with the understanding of drives, commands, wants and demands of tourists who are satisfied through desirable offers by entering into an exchange process with the marketers. The feedback of exchange is use by both the parties for the future relations. The different elements of a cyclic process give an insight of tourism marketing.Capture.PNGFig Tourism Marketing ProcessUnderstanding Needs, Drives, Wants and Demands of TouristsIt is very(prenominal) important to know the tourist behavior as it will helps in d elivering coveted satisfaction. This begins with the identification of their needs, drives, want and demands.NeedNeed is the felt gap between the existing and the in demand(p) state. Need motivates a person to act when it reaches the threshold level and it can be both natural and psychological. Marketers identify the need of people that direct their tourism behavior and offers alternatives to satisfy their needs. Maslows framework can be apply to understand these needs. It divides the human needs into five categories of physical, safety, love and esteem and self-actualization. Tourists need a minimum acceptable level of food and accommodation at a place before travel. Safety need is reflected in the form of tourists need for law and order. That makes tourists avoid places of war, terrorism and conflicts. Need for love is the word sense of tourists in the host society. In most of the cases, tourists prefer open societies than unappealing one. Esteem needs are tourists expectati on that the host society would understand their importance and recognize the same. Lastly, self-actualization is undertaking trips that always been dreamt.DriveDrive is the armament created by needs. Unsatisfied needs create tension that drives the consumers to behavior for solutions. These solutions take the form of specific products. Buyers search for the best solution for their needs. The stimuli present in the environment give direction to drive.WantWant is an expression of need in the specific form. Want are the thing which someone kindred but not really necessary. The need of recreation, leisure people chiefly tend to go for holiday. Marketers fit into the want framework other by redesigning offers or by assisting buyers in learning about new forms of product, service or idea.DemandDemand is want accompanied by the get power. It find outs if the buyer has enough money to purchase. Demand changes with prices, alters, marketing efforts, inflation levels,income, and so o ntera Demand can be created by building the purchasing power. For instance, when the demand for air travel has gone up than companies has introduced budget airlines. ontogeny of Tourism MarketingTourism marketing evolved with the growth of tourism. The concept of tourism is very old, but its modern organized form started in the eighteenth century. Earlier, travel was undertaken for business and religious purpose. Tourism as a full- fledged a full- fledged business did not exist. Its marketing started with the first organized tours offered by Thomas Cook in 1841.Evolution of Tourism MarketingTourism marketing and its orientation has changed with the growth of tourism. Internationally, tourism came of age in 1950 and since therefore has seen a continuous change in the climb towards its breeding (Wang Pizam, 1998). The stages of tourism maturement and the corresponding marketing accesses are discussed below.Boosterism access code in the mid-fiftiesIt was the beginning of modern tourism and the emphasis was on boosting the tourism activity. This approach was based on the following assumptions towards tourism.Tourism is inherently good and should be developed.Cultural and natural resources should be exploited for tourism develop sparing Planning approaches in 1960sAs a result of the efforts of the forward phases, the economic potential of tourism was well understood and new assumptions towards tourism were as follows.Tourism is equivalent any other industry.Tourism can be used to create jobs, earn foreign exchange, and improve basis of trade, encourage regional culture, and overcome economic disparities.Physical and spatial approach in the 1970s and the 1980sThe earlier approaches resulted in the potfulive growth in the massive growth of tourism. Mass tourism was not without consequences and its negatively charged impacts on environment became visible and well known. This changed the earlier assumption of it cosmos inherently good and harmless and new assumptions were formed. These were as follows.Tourism is a resource user. It exploits and destroys the natural resources used as tourism attractions. in that respect has to be an ecological basis for its development to preserve the natural resources and tourism attractions.Tourism development can be geographically distributed to reduce the impacts.Community approach in 1990sAs tourism continued to developed, their social impacts were noticed. peculiarly the local communication felt alienated. in that location were inconvenienced by the growth of mass tourism and were not in a position to decide on tourism development. As a result, tourism was opposed. It led to the focus on the following assumptions.Local community control on tourism development in the area is needed.Need for balance wheeld development of tourism and search for alternatives to mass tourism. tender impact of tourism on a community and their attitudes toward tourism should be understood.Sustainable approach in th e 1990s big tourism development forced tourism planners to think of tourism development in a more holistic manner where the economic, environmental, and socio-cultural issues could be balanced. The concept of sustainable tourism was adopted for this purpose.The assumption for this approach is that a satisfactory balance must be established between environmental, economic, and socio-cultural dimensions of tourism development to ensure its long-run sustainability. Marketing orientation too becomes socio- environmental to balance the interests of tourism, marketers and the environment (Verbeek, Bargeman, Mommaas, 2011).Marketing Concepts for TourismThe marketing concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than the competitors do. Under the marketing concept, customer focus and value are the two important paths to sales and profit. Hence, the marketing concepts depend on the determining the needs and wants of target markets and delivering the desired satisfactions more effectively than competitors do (Kotler, Armstrong, Wong, Saunders, 2008).Different marketing concepts are used in tourism industry are as discussed below.PEST analytic thinking in Tourism MarketIt is important to know about the market environment first for any marketers. In tourism this tilt is fiercer, since the competition is almost in the destination of various states as well as countries. Market environment refers to the constitute forces which exist in the environment and twine the customer decision making. For scanning the tourism-marketing environment in India, the PEST (Political, Economic, Social and Technological)Political Environment Political environment influence tourism marketing through pressure groups, policies, rules and regulations, and legislation (Bennett Strydom, 2001).Pressure Group These groups in society use political influence for the furtherance of certain issues. Green groups work for ecotourism, consumer group for tourist protection, cultural groups for protection of heritage and culture, industry groups for step-down of taskes and so on. These try to influence law-making bodies to create a suitable chemical mechanism to address their concern.Law and Policies The government regulates tourism with the help of laws that govern its different sector. The government creates policies as guidelines to provide direction for the development of tourism. For instance, the Tourist insurance policy 2002 guides tourism growth in India.Rules and Regulations Rules regarding land allocation for hotels and tourism development, tax concessions, permits, registrations of tour operators and travel agents, open sky, budget airlines, and tourism police gives a direction for tourism growth.Economic Environment The usual economic environment of a country influences any economic activity.Growth of new sector Growth of new sectors, such as information t echnology (IT), travel and tourism, retails and banking has give jobs to young people. This income is finding its outlet in recreation, including travel and hospitality.Growth of economy Growth of new sectors lead to growth of economy.Easy availability of foreign exchange Increase of foreign tourism leads in increase of foreign exchange.Social Environment The social environment decides buying patterns of the tourists and the response of the society to tourism. The socio-cultural environment of a place decides the holiday choices regarding the type of destination, activities, term of holiday, expenditure pattern and so on.Group behavior Indians are group oriented. This makes group travel acceptable and likable. The reference group in material body opinions is also very important.Lifestyle changes Globalizations has changed the lifestyle of people. People take tours ofttimes for a change and rejuvenations.Technological Environment Technology has completely adapted the way the tour ism business is conducted.Transportation Transportation technology has given faster and better vehicles to facilitate the movement of tourists to far off places. culture and communication Technology (ICT) Major changes have been introduced by information and communications technologies in tourism. Internet and online distribution systems have been improved.Marketing Mix in Tourism MarketTourism ProductTourism product is a mix of tangible and intangible elements. Kotler (1984) conceptualizes product as anything that can be offered to a market for attention, acquisition, use, or enjoyment that, might satisfy a want or need. It includes physical objects, service, persons, places, organization and ideas. This takes the concept of product beyond physical objects and can very well include tourism.Medlik and Middleton (1973) conceptualize tourism product as a bundle of activities, operate and benefits that constitute the inviolate tourism experience. The bundle consists of five componen ts destination attractions, destination facilities, accessibility, images and price. According to smith (1994) a tourism product consists of five elements in a series of concentric circles. The core is tangible and more controllable by management but the outward progression marks more intangible elements and greater consumer participations. The tourism product is a synergistic combination of these elements. These elements are as follows.The physical plan This is the core of a tourism product where the main attraction is produced. It can be natural such as grace or waterfall, or facilities such as conference hall, theme park, hotel, etc.Service Service refers to the performance of specific tasks required to meet the need of tourism. A hotel needs management, front desk operation, housekeeping, maintenance, and food and beverage provisions to function as a hotel.Hospitality Consumers expect enhanced service or something extra. Hospitality is that extra provided over professional se rvice.Freedom of choice It refers to the extremity that the traveler has some acceptable range of options for a satisfactory experience. interestingness This is participation by consumers in some degree in the lecture of service. Tourism is known to be a participative activity.Hegarty (1992) explain tourism product through the following components.Environment It is the raw material of tourism that gives a tourist destination its particular appeal. It has natural, cultural, and social elements.Activities These are based on and derived from the environment. Foe example, trekking, rafting, sightseeing and so on.Accommodation A tourist must have a place to sleep and eatTransport There must be ways of acquiring around the destination.Services There are various services that support tourism such as information, health, booking and customs.Infrastructure Tourism cannot work without basic infrastructure like roads, airports, telecommunication and medical support.Destination Life regular recurrence and Tourism surface area Life CycleThe concept of life cycle is applied to destination as TALC (Tourism Area Life Cycle) or DLC (Destination Life Cycle). It is defined as stages a destination goes through, from exploration to involvement, development, consolidation, stagnation, rejuvenation, or free fall (Howie, 2003).Tourism Area life cycle.PNGFig Tourism Area Life Cycle preciselyler (1980) proposed the tourism area life cycle model of a tourist destination that identifies the stage of exploration, development, consolidation, stagnation, and decline.Exploration This is the beginning of the destination for tourist activities. At this stage the destination is relatively unknown and visitors initially come in small numbers restricted by lack of access, facilities and local knowledge.Development The destination see development of amenities as more people discover them and word public exposures about the attraction.Stagnation Tourists arrivals grow apace some theoretical carrying capacity which involves social and environmental limits. The rise of exploration to stagnation a good deal happens very rapidly, as implied by the exponential nature of growth curve.Decline or Rejuvenation A destination would decline if it follows trajectories C, D, and E as shown in the above Figure. This will happen if the very attractions that created the destination are lost. However, it may continues to draw some tourists with increased consumption and unsustainable development but not for very long.Tourism determine outlay is the momentary value decided for exchange of goods and services between the buyers and sellers. twain parties want maximum benefits from this exchange. grammatical constituents Influence Tourism PricingTourism pricing is influenced by a large number of factors relating to supply, demand and the environment. The cumulative effect decides the final price.Supply-side Factors Supply of tourism services is characterised by perish-ability, geographi cal restrictions, and subordination by intangibles, and with consumption that takes place instantly with production. All this affects pricing. The specific supply-related factors affect prices are discussed below.Perishable Tourism services tend to perish if not consumed. For example, if a place has a carrying capacity for 5,000 tourists per day, it will host 35,000 in a week. It cannot host all tourists in one day. Hence, tourism services are to be consumed as and when produced. To bear the salute of maintaining supplies throughout the year, the prices may fluctuate.Intangible Tourism Services are dominated by intangibles and put a momentary value for these is very difficult. Intangibility is used by the hotels to price rooms differently depending upon various factors. For example, room facing sea will be perceived differently from the one facing a road.Geographically restricted operations All tourism services come defined with geographical constraints. For example, a diners cl ientele can get services at a particular place only where the diner is placed. Tourists can enjoy a national park only after getting there. This limits the potential of the restaurant and the park only to the people who get there. better Capacity Tourism supplies have a fixed capacity. In tourism, supplies are limited hence prices tend to rise in relation to demand. For example, in a hotel double room cannot accommodate more than two people.Substitutes accessibility of substitutes increase total supplies and tourists shift to different options for reasons such as spunkyer(prenominal) prices, non-availability, and so on. For example, paying guest accommodation is being a substitute for storage of hotel rooms. However, all components of tourism cannot have relevant substitutes.cost monetary values decide the minimum level of revenue to be charged from the buyers. But if the cost are high because of inefficiencies of production, prices too are unreasonably high. Cost of tour packages are often not in the hands of marketers, when most of the components are bought from other suppliers. Both fixed cost and variable costs are accounted for pricing. Actively-based costing (ABC) is used to calculate costs in tourism. competitor Competition in the market increases supplies, reduce inefficiencies and bring down prices.Demand-side Factor Tourists option about services affects demand as well perception of price. The specific demand-related factors affecting prices are discussed below assess Perception Value perception of price is subjective and varies among and within market segment. It also varies with time and location.Level of Demand The level of demand impacts prices. High demand leads to high prices as tourists compete among themselves for the experience.Demand Pattern Tourism demand often marked by sequenceal fluctuations with majority of tourists travelling during the tour season for the best experience. As a result, demand exceeds capacity in blush period and f acilities remain underused in the off season. prices are adjusted to the harmonise the demand pattern and also to influence demand to balance it with supply.environmental Factors External environment constitutes many forces that directly or indirectly contrive demand and supply factors and price.Tax social structure The tax structure in the form of surcharges, airport tax, luxury tax and service tax adds to the cost and the final prices. Consequently, when the service tax rate is changed, final prices changes immediately.Market Structure Type and level of competition in the market has a direct bearing on price. Competition can be easy or intense, negative or positive, with similar or dissimilar, government regulated of free. little competition results in higher prices whereas the healthy competition leads to reduction of prices. organization Policies Marketers have to abide by government policies on price. For example, India has a dual price policy wherein foreigners pay in dol lar and Indians in rupees.Price is the momentary value of goods and services and fixing this value right is slender for the success of a firm in the market. The cost-based, buyer-based and competition-based methods are commonly used in tourism industry. Once a price-level is determined, pricing strategies are used to respond to the continuously changing environment. The strategies often used are market skimming, market penetration, price-quality combination, discount pricing, geographical pricing and differential pricing.Tourism publicity onward motion mix is the combination of different methods of promotion. Each method is suitable under different conditions and a right combination can be very powerful. Tourism promotion is persuasive communication for the target market. It follows the general rules of human communication and applies it to marketing (Jayapalan, 2001). The goal of promotion is to contribute to marketing goals but it has its specific objectives in terms of attitudes and sales behavior of the market. Promotion is carried out with the help of different methods and together these are called promotion mix. grievous Promotional Tools in TourismA few promotional tools, such as brochures, events and movies are more apt for tourism because of their distinct nature.Brochures Brochures are popular form of promotion used for direct sales. These are defined as booklets or pamphlets used for sales and promotion. This has the following advantages.It targeted more specifically.If retained, it will have greater reminder value.It can also have substitute(prenominal) or pass-along audience.Events Events are organized occasions of significance. They are used to promote and highlight the tourism potential of a destination. The following and many more types of events are used for promotion tourism.International trade sensible This fair bring large number of buyers and sellers to a place, and who are likely to spread the word about the products showcased there.Cu ltural fair Destination-specific festivals like carnival etc., brings a large number of tourists to these place.Cultural events Cultural events, such as shoot festivals, dance shows, musical events, etc., brings destination in news.Sports events Sports events, such as vernacular Wealth Games, show that tourism can be promoted in the different city in the country.Tourism DistributionTourism distribution is deportation of tour and associated facilities from the suppliers to the tourists through the tourism distribution system. It delivers many benefits to the tourists. These are as follows.Accessibility and availability Attractions are made available conveniently by arranging transfer of tourists.Information Tourists get information about places, flights, trains, routes and so on.Counseling and advice Tourist may not be able to decide about travel destinations and plans and may ask for advice.Arrangements Tourists want arrangements to be mad for them so that they have minimum hassl es on tour.People in TourismPeople are an important content of tourism marketing mix. The tourism experience depends upon sellers, tourists, other service providers, residents, and tour group member. Some people understand the importance of tourism but others may not and their behaviors or encounters with the tourists might spoil the whole tour experience. Customer can look for one time encounters or relational long-term encounters. In long-term encounters, customers get attached to the service provider or brand. Long-term relations give marketers a brand-loyal market and consumers get good service. The difficulty is created in encounter with the other service providers, tour group members, and other tourists at the destination who are not directly concerned with marketing. These too have to be marketed the idea of creating a good service environment. The main focuses of the firms are discussed below.Internal environment The main focus of the firms remains its internal environment a nd it manages its employees and customers for the same.Transactional Intervention It is use to improve and control employee behavior. It includes building awareness, training in relationship building, behavioral flexibility and professionalism, empathy, interpersonal skills non-verbal communications and improved physical surroundings.Customer relationship management It implies entering into, building, maintain, and sustaining relation with customers.Process in Tourism MarketingProcess is an important element of tourism marketing mix because of the service-intensive nature of tourism. Tourism service process or slant of tourism service involves procedures, task schedules, mechanisms, activities, and routines by which a product or service is delivered to a customer. It is an operating system of workflow activities and their integration.The main objectives of service delivery are to build improved, simplified, real-time, on demand, guaranteed, cost-effective service. The process of se rvice delivery includes activities and flows, procedures, mechanisms of transfer, time and cost of transfer, and involvement of tourists in transfer.Physical indorse in TourismPhysical evidence performs specific functions in tourism and form an integral part of the marketing strategy. The important functions performed by evid