Tourism Marketing S Manikandan Tourism Meaning the commercial

Tourism Marketing S. Manikandan

Tourism • Meaning “the commercial organization and operation of holidays and visits to places of interest” Tourism is recognized as a powerful engine for economic growth and employment generation. The tourism sector is the largest service industry in the country, its importance lies in being an instrument for economic development and employment generation, particularly in the remote parts of the country.

Tourism in India

Ministry of Tourism (Govt. of India) Dr. Mahesh Sharma Minister of State (Independent Charge) Email Address : tourismminister@nic. in; dr. mahesh@sansad. nic. in Mobile +91 -9873444255 Telephone 0120 - 244 44 44, 246 66 66

Tourism • Tourism is the temporary, short-term movement of people to destination outside the places where they normally live and work and their activities during the stay at each destination. It includes movements for all purposes. • India is poised to emerge as the 2 nd fastest growing (8. 8%) tourism economy in the world over 2005 -14 according to the World Travel &Tourism • India is now recognized as a year round destination • According to World Tourism Organization estimates, India will lead in South Asia with 8. 9 million arrivals by 2020

Government Policies, Goals and Objectives • To increase the share in international tourist arrivals, which is • • • estimated at around 0. 5 %. To have active participation and investment from private sector in tourism industry. Special attention for infrastructure development in North East India and Jammu & Kashmir To have improvement and environmental up-gradation of the protected monuments To give greater focus to rural tourism with the objective of eliminating poverty and creating employment, with specific emphasis on the status of the women and to encourage tribal and local crafts To impart a special thrust to eco tourism in all developmental activities

• To give due importance to domestic tourism, particularly • • • tourism connected with pilgrimages. To encourage Adventure Tourism for the new class of young tourists, having marked preference for adventure sports and distant destinations. To effectively encourage special products that can attract tourists i. e. Yoga, Siddha , Ayurveda, Indian cuisine etc. To conduct effective training programmes for capacity building of tourism service providers and to increase employability of existing tourism service providers. Training of State Police to act as „Tourist Police. ‟ To actively participate in activities of international organizations related to tourism such as UN World Tourism Organization and World Tourism and Travel Council

Various Targets for Tourism Sector As Tourism Sector is one of the major component of the service sector in India, its growth targets have to be linked with the targeted growth of service sector during the 12 th Five Year Plan. For the projected growth of 9 to 9. 5% of Indian economy during 12 th Plan Period, tourism sector may have to match the projected growth of 12% for the services sector as against the current growth of 9%. To realize this growth target, tourism sector may have to achieve the following: Increase India’s share of International Tourist arrivals to at least 1% by end of XII Plan- requiring annual growth of 12. 38% during 2011 and 2016. Provide adequate facilities for domestic tourism to sustain the growth of 12. 16% (witnessed in recent years) during 12 th Plan (2011 -16)

Implications of the targets: Foreign Tourist Arrivals (FTAs): Number of FTAs and Foreign Tourist Visits (FTVs) in 2016 is estimated to be 11. 24 million and 35. 95 million respectively. Domestic Tourism: Number of Domestic Tourist Visits (DTVs) in 2016 is projected to be 1451. 46 million. Additional Foreign Exchange Earnings (FEE) from tourism is likely to increase from Rs. 64889 crore (US$ 14. 19 Billion) in 2010 to Rs. 134383 crore (US $ 30. 3 Billion) in 2016. Additional FEE from Tourism during 2010 -16 is estimated to be Rs. 69494 crore (US $ 15. 7 Billion).

Employment Generation Using the data on share of tourism in the total jobs in the country available from Tourism Satellite Accounts (TSA) for 2002 -03 and estimated for years till 2007 -08, the total number of jobs (direct and indirect) in the tourism sector in 2016 is likely to be 77. 5 million as compared to 53 million in 2010. Therefore, an additional employment of 24. 5 million (direct and indirect) may be created during 2010 to 2016. Initiatives to achieve the target To achieve various targets and address the challenges involved in the tourism sector during 12 th Five Year Plan, following initiatives are proposed to be undertaken: Skill Development Enhancing the institutional infrastructure of Hospitality Education by Opening new Institutes of Hotel Management (IHM) and Food Crafts Institutes (FCI) Augmenting the capacity of existing IHM/FCI Facilitating private sector investment

Hospitality Education to be broad based to cover Universities/Colleges Polytechnics Industrial Training Institutes Vocational Education at +2 level through CBSE and other State Level Boards Skill development through Educational/training institutions mentioned above Classified Star category hotels Skills of existing Service Providers to be certified through a stringent process to enhance their employability new sectors to be identified. E. g. Restoration workers of heritage bulking Convergence with Planning Commission, Ministries of HRD, Labour & Rural Development.

Infrastructure Development Identify major Circuits/Destinations having potential to attract large number of visitors for development in Mission Mode Develop Tourism Parks to be located in developed/underdeveloped/unexplored area of tourist interest Identify clusters of villages having unique craft, ethnic art form for development as Tourism Products Development of existing circuits/destinations to be continued under Mo. Ts current scheme.

Hygiene and Sanitation, solid waste management and clean water major concerns for tourists Sensitizing and awareness generation of all stakeholders required Ministry to undertake major social awareness campaign under initiative Marketing, Branding & Promotion Developing new markets CIS (Commonwealth Independent States), ASEAN, Middle East and African countries Opening new representative offices overseas for wider reach Developing and promoting new tourism products Golf Polo, Wellness & Medical, MICE (Meeting, Incentives, Conferencing and Exhibition) Caravan, Cruise, Adventure and Wildlife tourism. Taxation Currently the taxes levied on tourism sector are very high. To get the maximum dividends from tourism taxes levied on tourism industry should be unified, rationalized and made globally competitive.

Convergence As tourism is a multi-sectoral activity, active convergence in the resources of various sectors involved in promotion of tourism at Central and State level is necessary for achieving the optimum results. For achieving the best results in Convergence, following measures will be required: A Committee may be constituted under the Chairmanship of Prime Minister with members from concerned Ministries such as Culture, Civil Aviation, Road Transport & Highways, Urban Development etc. A Committee may be constituted in each State/UTs under the Chairmanship of Chief Ministers/Administrator with members from concerned Ministries of the State Government/UT

Involvement of States/UTs in Tourism Development Active involvement of States pre-requisite for integrated tourism development through convergence Mo. T in association with ASSOCHAM, (CII, FICCI, PHDCCI, ICC) to undertake efforts to increase State’s awareness of potential of tourism in economic development and employment generation. States to identify infrastructure gaps for tourist destination and ensure intervention at CM level making it a political agenda States should promote sustainable, safe and honorarium tourism. Land for Tourism Sector Land required for o Hotels o Convention/Exhibition Centres o Theme parks o Composite Heats On the pattern of land allotted to industry Land be given on Revenue Sharing basis Higher FAR (Floor Area Ratio) for hotels

Tamil Nadu Tourism Mr. Vallamandi Nadarajan Tourism, Tourism Development Corporation Phone : 25671021(O) Extn-5421

Tourism in Tamil Nadu Tourism - An Overview Tourist expenditure generates multiple effects with extensive outreach along its value chain. Adding to the demand for a variety of goods and services, tourism offers potential to exploit synergies across a large number of sectors such as agriculture, horticulture, poultry, handicrafts, transport, construction ? the sectors, where growth of income has favourable impact on poverty alleviation. Tourism enhances the performance of the tourism sector in an environmentally and culturally sustainable and socially inclusive manner. This would be reflected in: Increase in the duration of stay, Distribution of income and benefits from tourism and

It results in: integrated development of high-priority tourism infrastructure in high potential tourism circuits, enhanced connectivity and improved environment, utilities, and tourist services, improvement of institutional and regulatory frameworks that will ensure coordinated efforts of multiple agencies, promotion of environmentally and culturally sustainable and socially inclusive tourism development, encouragement of private sector and community participation in tourism, and capacity building and human resources development for sustainable tourism and destination management through employment generation, poverty alleviation, environmental regeneration, advancement of women and disadvantaged groups.

Scenario in Tamil Nadu: distinguished tourism genre Mountains, verdant vegetations, sandy beaches, mammoth monuments, timeless temples, fabulous wildlife, scintillating sculptures and reverberating rural life. It has picturesque spots, continuing heritage, cultural confluence and aesthetic magnificence. Hill stations like Ooty, Kodaikanal, Yercaud, Elagiri, Javvadhu Hills, Kolli Hills, Sirumalai Hills, Valparai, Topslip, Parvathamalai Hills and Pachamalai Hills. It has silvery cascades in Courtallam, Hogenakkal, Thiruparappu, Monkey falls, Thirumurthi Malai, Akasa Gangai and Papanasam. It has excellent National Parks like Guindy National Park and Anamalai National Park. It has wildlife sanctuaries in Mudumalai, Kodiakarai, Kalakkad, Mundanthurai and Berijam. It has Botanic Gardens in Ooty, Kodaikanal and Coimbatore. It has UNESCO declared monuments like living Chola temples at Thanjavur, Darasuram and Gangaikondacholapuram, monuments at Mamallapuram and Nilgiris Heritage Train. The vast coastline of Tamil Nadu has many silvery beaches like the Marina, Elliots, Thiruvanmiyur, Tiruchendur, Rameswaram and Kanniyakumari. The temples of Tamil Nadu reverberate with spirituality and music. Madurai, Rameswaram, Kumbakonam, Chidambaram, Thanjavur and Tiruchirappalli have innumerable temples with different deities. The finely hewn grandeur sculptures reflect artistic excellence and cultural

Its unique culture and abundant tourism potential, tourists from upcountry and abroad flock the tourist spots throughout the year. The spots get over-crowded during the seasons. To facilitate the tourists, Tamil Nadu Tourism has been taking enduring efforts to promote tourist places by providing basic infrastructure like public convenience, rest shed, drinking water, road improvement, car parking, etc.

Tamil Nadu Tourism comprises Tourism Department in the Secretariat, and a Commissionerate of Tourism functioning to formulate policies and implement programmes for the development of tourism sector in the State. Tamil Nadu Tourism Development Corporation is a state owned public sector undertaking to initiate novel ventures and innovate new schemes for providing demonstration effect to the private sector. In performing this role, Tamil Nadu Tourism coordinates the activities of various other Government Departments / agencies and the private sector. Tamil Nadu Tourism Development Corporation (TTDC) has been operating Hotels, Youth Hostels, Restaurants, Tours, Boat houses, Telescope houses as a forerunner for the private sector to follow as new area of business proposition.

Customers • In tourism, customers are TOURISTS, the purview of tourists does not only include ‘foreign’ tourists but also tourists from within India. • It has become a challenge to please customers. With extreme availability of information and variety of options, it has become even more difficult to please customers in tourism industry.

The customer satisfaction can be gauged on these parameters: 1. Infrastructural factors: • Accommodation • Transport • Accessibility • Shopping facilities • Informative 2. Services and Safety factors: • Catering • Entertainment • Local people • Safety 3. Necessities: • Food • Water • Amenities 4. Cost related factors: • Prices • Value for money 5. Natural or unique factors: • Scenery • Climate • Overall satisfaction

Marketing Meaning “the action or business of promoting and selling products or services, including market research and advertising”

What is marketing? Marketing is the management process through which goods and services move from concept to customer. It includes the coordination of four elements called the 4 P’s of marketing: Product Price Place Promotional strategy Marketing is based on thinking about the business in terms of customer needs and their satisfaction

• Marketing view the entire business process as an integrated effort to discover, create and satisfy customer needs • Marketing really is the total planning of how to run a business- where are the customers, what do they want, how do we provide it for them, how do we get them to buy? • In the modern world, a well thought out marketing plan is essential for success in any business. • Marketing is simply customer orientation – looking at your business from the customer point of view.

Tourism Marketing Definition: Tourism marketing can be defined as the “systematic and coordinated efforts undertaken by tourist organization at international, national and local levels to optimize the satisfaction of tourist in view of the sustained growth”.

According to krippendort … “Tourism marketing is to be understood as the systematic and coordinated execution of business policy by tourist undertakings whether private or state owned at local, regional , national or international level to achieve the optimal satisfaction of the needs of identifiable consumer groups, and in doing so to achieve an appropriate return. ” Marketing is an essential part of running a business. In case of tourism marketing, it involves all managerial activities of services firm or organizations are perform with the customer in mind and treating him as the hub of the firm.

Cont… The customer’s needs, wants and desires are analyzed and categorized, the service marketer then goes back to his service design centre to develop service offer especially for the customer. The service firm with entire energy then is channeled to appropriately use its marketing mines to produce and delivered. The offer to the customer much better than the compaction. The offers may be in the form of packages.

Features • Publicity and Marketing All matters pertaining to printing of posters, brochures, banners etc. and release of advertisement (print as well as electronic). All matters pertaining to organizing events. All matters pertaining to information technology up gradation thereof.

Publicity Information Material • As part of its marketing / publicity activities, the Ministry of Tourism brings out brochures, leaflets, maps, films, CDs, etc. on various topics. • Each heading given below details theme on an all India basis, based on availability of the respective products. In case of the destination folders, the leaflet / folder / brochure gives the information about the place or the destination with various facets of the facilities available, sight seeing around the place, important telephone numbers and the contact points of India tourism officers. • Similarly, the films deal with the subject in its entirety covering all destinations of the country.

Cont… • Incredible India Theme Brochures • Destination Leaflets • Heritage Destination Leaflets • Posters on Different Subjects & Themes • Maps • Films

Incredible India Theme Brochures Museums & Art Galleries Dance & Music Nature & Wildlife Golf Adventure Sports Body Mind & Soul Arts & Crafts Shopping

Destination Leaflets Ladakh- Lahaul-Spiti Tirumala- Tirupati Belur- Halebid Madurai-Tirucharapalli- Rameswaram Thiruvananthapuram-Kollam-Alappuzha Aurangabad-Ajanta-Ellora

Heritage Destination Leaflets • The Ministry has brought a number of Heritage Destination Leaflets for distribution amongst the tourists through its network of India tourism offices in India and abroad. • These leaflets contain details of the States where these are situated, history & culture of the destinations, connectivity of the destinations through various means of transport, general information about temperature, rainfall, languages spoken there, clothing requirements, STD code, accommodations, map of the area, etc, and places to see with photographs.

Cont… The leaflets brought are: • Aurangabad, Ajanta, Ellora • Ladakh, Lahaul Spiti • Shimla, Dhramshala, Kullu, Manali • Orchha, Khajuraho • Amritsar, Anandpur Sahib • Palitana Temples, Gujarat • Madurai, Tiruchirapalli, Rameshwaram • Belur, Halebid • Puri, Bhubneswar, Konark • Bhimbetka, Madhya Pradesh • Chardham

Posters on different subjects and themes • DVDs consisting of following films and TVCs • Timeless India • The Great Indian Camel Band • Raghurajpur Village- A rural tourism project in Orissa • The Himalayan orchids of Sikkim • The mask dance, Hemis Monastry, Ladakh • The floating vegetables market at Dal lake, Kashmir • The Toy train of Ooty • The Mahabodhi Tree at Bothgaya • Hola Mohalla celebration at Anandpursahib, Punjab • Festivals & celebration • Tea tourism with famous personalities

Cont… • Gourmet tourism with Mr. Mati Small • Wildlife with Mr. Romulus Whitaker • Festival with Mr. Steve Mccurry • Backwater with Mr. Ayesha Dharkar • Yoga and wellness with Mr. Shiva Rea • International TVC-2007 -08 • Sare Jehan Se Achcha commercial • Atithi Devo Bhavah • Adventure tourism TVC • Wildlife TVC • Northeast TVC • Jammu & Kashmir TVC • Rural Tourism TVC

Map Guides • • • New Delhi Mumbai Kolkata Chennai Hyderabad Bangalore Agra Jaipur Thiruvananthapuram Regional Maps • North • South • East • West • North East

Film Titles • Timeless India • Jewel in The Ages Of Time • Jewel in the Lotus • Eastern Himalayas • India’s Northeast • India Destination Films • North East TVC • Incredible India TVC II

Marketing Needed in Tourism Industry Tourism industry is having greater potentiality for marketing & marketing related activities. This industry involves various services which necessitated a well planned design, strategies and coordination.

Tourism Product Charecteristics of Tourism Products are Intangible, Perishable and Heterogeneous in nature. So selling once offerings becomes more challenging and trickier as the proposition is mostly feeling and Touch based. India being such a diverse country posses big challenge to the destination Marketers as How to Brand Market India as a unique destination.

Cont… Can it be sold as a single unit or different states branded themselves in their own ways like Kerala branding itself as Gods own Country and Rajasthan as Padharo Mharo Desh. That is why Amitabh Kant put his efforts to Brand India as an Incredible destination. Should it be Credible? That is the question, like this every state district posses similar questions in terms of Policy, Planning and

Tourism Marketing and its Importance All these figures give you an idea of the growing market as well as the role being played by tourism in the economies of the nations. India has still more potential to attract foreign tourists as well as encourage domestic tourism. But this potential can be converted into a reality through vigorous marketing of the tourism products and services. Gradually the tourism market is maturing and competition is already increasing. Marketing provides smart tour packages to attract the tourists.

Tour Package General Package Tour Rail Tour LTC Tours Special Tours Cancellation Prepone/Postpone

GENERAL PACKAGE TOURS ONE DAY TIRUPATHI TOUR ONE DAY THIRUVANNAMALAI GIRIVALAM TOUR ONE DAY SWATHI PERUMAL TOUR ONE DAY SRIPURAM GOLDEN TEMPLE TOUR ONE DAY SAKTHI TOUR ONE DAY PONDICHERRY TOUR ONE DAY KANCHIPURAM MAMALLAPURAM ONE DAY CHENNAI MAMALLAPURAM TOUR KIRITHIGAI TOUR HALF DAY CHENNAI CITY SIGHT SEEING TOUR 8 DAYS TAMILNADU TOUR 8 DAYS EAST WEST TOUR 6 DAYS SOUTH INDIA TOUR 5 DAYS 108 AMMAN TEMPLE TOUR 4 DAY ARUPADAI VEEDU TOUR 3 DAYS NAVAGRAGHA TOUR 3 DAYS AMMAVASAI RAMESWARAM TOUR 14 DAYS SUNNY SOUTH TOUR

ONE DAY TIRUPATHI TOUR No. Of Tour Days One Day Description Leaves at 5. 00 A. M and returns on the same day after darshan by 09. 00 pm Places Covered Thirumala, Thiruchanur. [Tourists who book Tirupathi Tour are requested to produce any original photo Identity Card at the Vaikuntam Q Complex during Darshan. ] [Dress Code : Men should wear only Dhoti with formal shirt. Ladies should wear only saree or chudhidar with Dupatta. ] Start Time 5. 00 A. M Remarks The fare is inclusive of breakfast, veg lunch and Rs. 300/- Seegra Darshan ticket.

3 DAYS NAVAGRAGHA TOUR No. of Tour Days 3 Description Tours leaves on every Friday at 10. 30 P. M and will return on Monday by 05: 00 am Places Covered Vaitheeswararan Koil(Angaraha. Mars), Thiruvengadu(budha-Mercuury), Keezhperumpallam(Kethu), Thirunallur(Sani-Saturn), alangudi(Guru-Jupiter), Thingalur(chandran-moon), thirunagesswaram(raghu), Surianarkoil(Surya-Sun) and Kanchanur(Sukra-Venus) Start Time 05: 00 AM

14 DAYS SUNNY SOUTH TOUR No. Of Tour Days 14 Description Leaves Chennai at 7. 00 a. m every Wednesday and returns on the 14 th day eveing. Places Covered Thiruthani, Thirupathi*, Thiruchanur, Bengaluru, Hosur*, Mysore*, Ooty*, marudhamalai, Coimbatore*, Guruvayur, Cohin*, Kovalam, Tiruvanthapuram*, Suchindram, Kanniyakumari*, Tiruchedur, Rameswaram*, thiruparamkundrum, Madurai*, Palani, Tiruchi*, Thanjavur, Swamimalai, Poompuhar, Chidambaram*, Vaitheeswarankoil, Pondicherry, Mamallapuram*, Kancheepuram Start Time 7. 00 A. M Remarks *-Night Halt-