Professional Documents
Culture Documents
MARKETING
Q 1 ) Define tourism?
The 10 most visited countries in the world are given below in order :-
1. France
2. United States
3. Spain
4. China
5. Italy
6. United Kingdom
7. Turkey
8. Germany
9. Malaysia
10. Mexico
Leisure travel was associated with the Industrial Revolution in the United
Kingdom – the first European country to promote leisure time to the
increasing industrial population. Initially, this applied to the owners of the
machinery of production, the economic oligarchy, the factory owners and the
traders. These comprised the new middle class. Cox & Kings was the first
official travel company to be formed in 1758.
• Leisure Tourism
• Winter tourism
• Mass Tourism
• Adjectival Tourism
• Sustainable Tourism
• Ecotourism
• Pro-poor Tourism
• Recession Tourism
• Medical Tourism
• Educational Tourism
• Creative Tourism
• Dark Tourism
• Sports Tourism
Q 5 ) Explain Ecotourism.
Chapter 2
Goa
Goa is noted for its resorts and beaches. Goa is famous for its excellent
beaches, Portuguese churches,Hindu temples, and wildlife sanctuaries.
The Basilica of Bom Jesus, Mangueshi Temple, Dudhsagar Falls,
and Shantadurga are famous attractions in Goa. Recently a Wax Museum
(Wax World) has also opened in Old Goa housing a number of wax
personalities of Indian history, culture and heritage.
Kerala
Kerala is famous especially for its ecotourism initiatives. Its unique culture
and traditions, coupled with its varied demography, has made it one of the
most popular tourist destinations in India. Growing at a rate of 13.31%, the
tourism industry significantly contributes to the state's economy.
Kerala is known for its tropical backwaters and pristine beaches such
as Kovalam.
Maharashtra
Ajanta Caves, Ellora Caves and Victoria Terminus are 3 main tourist spots in
Maharashtra.
Mumbai is known for its architecture, from the ancient Elephanta Caves, to
the Islamic Haji Ali Mosque, to the colonial architecture of Bombay High
Court and Victoria Terminus.
Meghalaya
The popular waterfalls in the state are the Elephant Falls, Shadthum Falls,
Weinia falls, Bishop Falls, Nohkalikai Falls, Langshiang falls and Sweet Falls.
The hot springs at Jakrem near Mawsynram are believed to have curative
and medicinal properties.
Pondicherry
India is home to several well known large mammals including the Asian
Elephant, Bengal Tiger, Asiatic Lion, Leopard and Indian Rhinoceros, often
engrained culturally and religiously often being associated with deities. Other
well known large Indian mammals include ungulates such as the domestic
Asian Water buffalo, wild Asian Water buffalo, Nilgai, Gaur and several
species of deer and antelope. Some members of the dog family such as
the Indian Wolf, Bengal Fox, Golden Jackal and the Dhole or Wild Dogs are
also widely distributed. It is also home to the Stripe
Hyaena, Macaques, Langurs and Mongoose species. India also has a large
variety of protected wildlife. The country's protected wilderness consists of
75 National parks of India and 421 Sanctuaries, of which 19 fall under the
purview of Project Tiger. Its climatic and geographic diversity makes it the
home of over 350 mammals and 1200 bird species, many of which are
unique to the subcontinent.
• Paragliding in Maharashtra
• Munnar in Kerala
• Shillong in Meghalaya
• Gangtok in Sikkim
• Mussoorie in Uttarakhand
• Mahabaleshwar in Maharashtra
• Beaches of Goa
• Beaches of Mahabalipuram
• Beaches in Mumbai
• Beaches of Diu
• Lakshadweep Islands
The Taj Mahal is one of India's best-known sites and one of the best
architectural achievements in India. Located in Agra, it was built between
1631 and 1653 by Emperor Shah Jahan in honor of his wife, Arjumand Banu,
more popularly known as Mumtaz Mahal. The Taj Mahal serves as her tomb.
The Brihadishwara Temple in Thanjavur, Tamil nadu built by the Cholas, this
temple is one of India's most prized architectural sites.
The Golden Temple is one of the most respected temples in India and the
most sacred place for Sikhs. The Golden Temple is located in Amritsar,
Punjab, India.
1. The Bahá'í temple in Delhi, was completed in 1986 and serves as the
Mother Temple of the Indian Subcontinent. It has won numerous
architectural awards and been featured in hundreds of newspaper and
magazine articles. (It is also known as the Lotus Temple.)
Chapter 3
Q 1 ) Define marketing.
It was mentioned earlier that many persons confuse marketing with selling
whereas they are totally difference has been described by Levitt as , “Selling
focuses on the needs of the seller; marketing on the needs of the buyer.
Selling is preoccupied with the seller’s need to convert his product into cash;
marketing with the idea of satisfying the needs of the customer by means of
the product and the whole cluster of things associated with creating,
delivering and finally consuming it”.
“That the major task of a services of products. This approach does not take
into account the consumers’ needs or attitudes etc. Similarly, the selling
orientation focuses on the needs of the seller and ignores the needs of the
tourists needs and want etc., taken care of. This has been described by some
as an exercise of “putting yourself in the tourist shoes”.
The tourist not only buys the product but also feels the product and is
involved in it.
The tourism products cannot be stored.
The tourist buys the experience and does not own the product.
Some of the problems faced by the tourism industry for the purposes of
marketing are there because of its own lack of efforts in the area. For
example, few in the industry go for market research as the industry is
dominated by small business which lacks in both expertise as well as
resources for adopting a marketing approach. Most of the time a short term
outlook is adopted rather than a long term approach. The presence of too
many intermediaries affects the quality controls and leads to consumer
dissatisfaction. The resource crunch affects the marketing efforts,
particularly for making a presence in the international markets. The
approach adopted by the organisations is to deal through intermediaries
rather than approaching the market on their own. The consumer of the
tourism products and services in future is going to be different from that of
today. The emergence of specialised tourism is going to make more
demands on the industry in relation to the consumer needs. Competition is
already on the increase and hence more and more consumer satisfaction will
be the key to success. A major challenge for tourism marketing is coming in
the form of consumer protection laws and eco-friendly destinations. Time is
not far when in spite of the best marketing efforts if consumer protection and
unpolluted environment do not form a part of the marketing package, the
destination, product or service is bound to be adversely effected.
He or she should have the skill and confidence to analyse, appreciate and
interpret the data in relation to marketing.
He or she should have the quality of judgement for taking marketing
decisions and evaluating risks, besides being a good administrator and
strategist.
Defining the marketing objectives and goals of the organisation along with
an executive summary of these.
It should take into account the situation analysis. This takes into account the
background, forecast, opportunities and threats and strengths and
weaknesses.
The marketing plan should also specify the methods of monitoring and
controls. This should take into account:
Sales analysis,
Market share,
Chapter 4
What:
Is the basis for tourists comparing your product with other products?
How:
Do tourists buy?
Where:
When:
Why:
Do the tourists prefer one type of service and not her other?
Do the tourists buy your competitors’ products?
Who:
Under stage-3, trains like Palace on the Wheels or the Royal Orient are there
which have a set target of customer from among the up budget tourist
market.
Chapter 5
(4) the number of households is growing, especially non family and single
parent households, but family size is decreasing;
(5) the impact of two wage earner households on real family income;
(8) continued aging of the population (we are becoming a middle aged
society).
External Mix
The external marketing mix includes product/service, price, place/location,
and promotion.
Product
Earlier we said the principal products that recreation and tourism businesses
provide are recreational
experiences and hospitality. The factors that create a quality recreational
experience often differ among people. A quality experience for one skier
might include an uncrowned, steep slope. To another it might be a
good restaurant and a chance to socialize. Decisions on what facilities,
programs and services to provide should be based on the needs and desires
of the target market(s). They should not be based on the preferences of the
owner/manager or necessarily on what the competition is providing.
Recognize that a recreational/tourism experience includes five elements: trip
planning and anticipation; travel to the site/area; the experience at the site;
travel back home; and recollection. Businesses should look for ways to
enhance the quality of the overall experience during all phases of the trip.
This could be accomplished by providing trip planning packages which
include maps, attractions en route and on site, and information regarding
lodging, food and quality souvenirs and mementos.
Recreation and tourism businesses should also view their service/product in
generic terms. Thinking of products/services in this manner helps focus
more attention on the experiences desired by customers and also the
facilities, programs and services that will produce those experiences. For
example, campgrounds are the business of providing recreational "lodging"
not just campsites to park an RV or set up a tent. Marinas should provide
recreational "boating" experiences, not just slippage.
Location and Accessibility---Place
Too many tourism businesses and communities fail to recognize their role in
improving travel to and from their areas. They focus instead on servicing the
customer once they arrive at the site/community. A bad experience getting
to or leaving an R/T site can adversely affect a person's travel experience.
Ways to help prevent this include:
(2) providing estimates of travel time and distances from different market
areas;
(4) identifying attractions and support facilities along different travel routes;
and
(4) other attractions and activities that might induce travel to the area.
Pricing
Price is one of the most important and visible elements of the marketing mix.
When setting prices it is important to take into consideration all of the
following:
(1) business and target market objectives;
(2) the full cost of producing, delivering and promoting the product;
(3) the willingness of the target market to pay for the product or service you
provide;
Promotion
Promotion provides target audiences with accurate and timely information to
help them decide whether to visit your community or business. The
information should be of importance and practical use to the potential or
existing visitor and also accurate. Misrepresentation often leads to
dissatisfied customers and poor recommendations. Don't make claims you
cannot live up to.
Developing a promotional campaign is not a science with hard and fast rules.
Making decisions regarding which type or combination of promotion types to
use (personal selling, advertising, sales promotions, or publicity) is not
always easy. If, however, you follow a logical process and do the necessary
research, chances for success will be improved. It will be necessary to
make decisions regarding:
Internal Mix
As stated, marketing services such as recreation and tourism differ from
marketing tangible products.
Recreation and tourism businesses must direct as much attention at
marketing to customers on site as they do to attracting them. In this respect,
internal marketing is important because dissatisfied customers can
effectively cancel out an otherwise effective marketing strategy.
(3) Personal Selling---Training the staff in the selling aspects of the property
(business) or community. This
also includes rewarding them for their efforts. By being informed about the
marketing objectives, and their role in accomplishing those objectives, they
can help increase sales.