Tourism industry

Tourism Industry

Presented by,

Alish Dahiya (47) , Ankit Mathur (93) , Nakul Godara (08), Rahul K Singh (57)

- Travel is considered by many to be an essential activity. "Getting away from it all" is one of the best ways to relieve stress, broaden cultural horizons and enjoy the fruits of our labour.

- Tourism Industry’s well-being affects 200m people, who are employed directly or in subsidiary industries in virtually every country across the globe.

- Tourism is the largest service industry in India, with a contribution of 6.23% to the national GDP and 8.78% of the total employment in India. India witnesses more than 5 million annual foreign tourist arrivals and 562 million domestic tourism visits. The tourism industry in India generated about US$100 billion in 2008 and that is expected to increase to US$275.5 billion by 2018 at a 9.4% annual growth rate. The Ministry of Tourism is the nodal agency for the development and promotion of tourism in India and maintains the "Incredible India" campaign.

Tourism and recreation have grown exponentially over the past decades. They bring income and jobs, increased understanding of other cultures,

preservation of cultural heritage and investments in infrastructure.

Tourism and recreation are steadily becoming two of the most important social and economic activities . The reasons for this growth are substantially improved road networks, more disposable cash for holidays, cheaper travel

and lower accommodation costs.

Creating a Tourism product

Classifying Tourists

There are many different types of tourists, which can be classified in a number of ways:

By Product

Mass Tourism Alternative Tourism Package tour Ecotourism

By nature of the activity:

Active PassiveAdventure tourism Sightseeing

Golf Beach holidayEcotourism Cruise

Location preference

Coastal Rural City Mountains LakesCosta Brava Garrotxa Barcelona Pyrenees Banyoles

Duration of trip and distance travelled

Day trip Weekend break Annual holidayLocal National International

By purpose

* Culture (ethnic)* History, heritage* Nature-based (eco-) tourism* Farm-based, rural tourism* Personal development, health* Visit friends, family* Social status (to brag!)* Recreation

By age/socio-economic group

Backpackers Empty Nesters DINKS SINKS Early/Active Retirees Boomers Youth

Backpackers: 18-24 years, no children. Attracted to adventurous activity. Consider themselves travellers not tourists. Generally well-educated. Cost conscious.

DINKS: Double Income No Kids.

SINKS: Single Income No Kids.Both Dinks and Sinks: younger people, between 25 and 35 years of age, no children, affluent.

Empty Nesters: Parents whose children have flown the family nest. Between 45 and 55 of age, well educated, high disposable income.

Boomers: members of the baby boom generation in the 1950s.

Youths: Between 18 and 25 of age, not well-educated, low disposable income, are used to travelling, (have learned it during the upbringing) and know how to indulge 'the good life'.

Core and Supplementary Services

Core Services – central problem solving benefit

that customer seek e.g. Bed and breakfasts (B&Bs), restaurants, taverns, hotels, lodges, tour guide

Supplementary Services – augment the

product, enhance the value and appeal, differentiate and position, premium priced e.g. laundry and cleaning services, security services, a room with a sea view, upgradation of transport to first class

Positioning• Positioning differentiates a destination from its competitors on attributes that are meaningful to customers and gives it a competitive edge

• . Properly targeted, single-minded positioning affects everything a destination does or stands for, not only advertising, but also all of its promotions. Positioning also affects policies and procedures, employee attitudes, customer relations, complaint handling, and the myriad of other details that combine to make the tourism experience

• Positioning relies heavily on target marketing. The mental constructs held by the target market must be known, as well as the tangible evidence that sustains them

Positioning Process

1) Market Positioning

1.What is important to the target market? 2. How does the target market perceive the destination? 3. How does the target market perceive the competition? 4. What attributes should a destination use to differentiate itself to make the best use of its limited resources?

Positioning Process cont…

2) Psychological Positioning- This step utilizes communications to convey a destination's identity and image to the target market. It converts customer needs into images and positions a destination in the visitors minds

2.1 Objective Positioning : Objective positioning is concerned, almost entirely, with the objective attributes of the physical product. It means creating an image about the destination that reflects its physical characteristics and functional features. It is usually concerned with what actually is, what exists. E.g. the French Quarter is in New Orleans , Italian Bistro

2.2 Subjective Positioning : Subjective positioning is concerned with subjective attributes of the destination. Subjective positioning is the image, not of the physical aspects of the destination, but other attributes perceived by the tourist,(i.e., they do not necessarily belong to the destination but to the tourist's mental perception ). E.g the Grand Canyon or Niagara Falls, subjective positioning would emphasize the awe-inspiring feelings experienced at these natural attractions rather than their physical attributes

Positioning Process cont…

3) Positioning Approaches While psychological positioning creates an image, this positioning approach completes the picture, using visual and words, to reinforce what the destination does best and what benefits are offered

3.1 Positioning by attribute, feature, or customer benefit

3.2 Positioning by Price Value3.3 Positioning with respect to use or

application3.4 Positioning according to the users or

class of users3.5 Positioning with respect to a product

class3.6 Positioning vis-a-vis the competition

Marketing MixThe marketing strategy, or mix, should be viewed as a package of offerings designed to attract and serve the customer or visitor. Recreation and tourism businesses and communities should develop both external and internal marketing mixes for different target markets.

External Mix The external marketing mix includes product/service, price, place/location, and promotion.

Internal Mix The success of internal marketing is dependent on creating an atmosphere in which employees desire to give good service and sell the business/community to visitors.

Product The factors that create a quality recreational experience often differ among people. A quality experience for one skier might include an uncrowded, 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.

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.

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 site can adversely affect a person's travel experience. Ways to help prevent this include:

(1) providing directions and maps;

(2) providing estimates of travel time and distances from different market areas;

(3) recommending direct and scenic travel routes;

(4) identifying attractions and support facilities along different travel routes

(5) informing potential customers of alternative travel methods to the area such as airlines and railroads.

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;

(4) prices charged by competitors offering a similar product/service to the same target market(s);

(5) the availability and prices of substitute products/services (for example, campgrounds, motels, and

bed and breakfast are all substitutes for lodging);

(6) the economic climate (local and national); and

(7) the possibility of stimulating high profit products/services (such as boats) by offering related

services (such as maintenance) at or below cost.

When establishing prices, tourism businesses should give attention to pricing strategies which may encourage off season and non-peak period sales, longer stays,

group business, and the sale of package plans (combination of room, meals, and recreational facilities)

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:

(1) Target audience---the group you are aiming at;

(2) Image---that which your community or business wants to create or reinforce;

(3) Objectives---those of the promotional campaign;

(4) Budget---the amount of money available for your promotion;

(5) Timing---when and how often should your promotions appear;

(6) Media---which methods (television, radio, newspaper, magazine) will most effectively and efficiently

communicate your message to the target audience; and

(7) Evaluation---how can the effectiveness of the promotional campaign be determined.

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.

The success of internal marketing is dependent on creating an atmosphere in which employees desire to give good service and sell the business/community to visitors.

to create such an atmosphere requires the following four important elements:

(1) Hospitality and Guest Relations---An organization wide emphasis on hospitality and guest relations,

including a customer oriented attitude on the part of the owners and managers as well as the employees. If the owner/manager is not customer sensitive, it is unlikely

the lower paid employees will be.

(2) Quality Control---A program which focuses on improving both the technical quality (the standards associated with what the customer receives) and the functional quality (the standards associated with how the customer receives the service). All employees who come into contact with customers should receive hospitality training.

(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.

(4) Employee Morale---Programs and incentives aimed at maintaining employee morale. The incentives can be both monetary and non-monetary.

A customer oriented atmosphere usually results in customers that are more satisfied, do less complaining and are more pleasant to serve. This helps build employee morale, their desire to provide good service and their efficienc

Pricing

• Cost based pricing This takes the cost of rendering any service and

adds an amount that we need to make a profit. This is usually expressed as a percentage of the cost.

Cost-based pricing ignores our image and market positioning. And hidden costs are easily forgotten, so our true profit per sale is often lower than we realise.

• Value based pricing This focuses on the price we believe

customers are willing to pay, based on the benefits our business offers us.

Value-based pricing depends on the strength of the benefits we can prove our offer to customers.

If we have clearly-defined benefits that give us an advantage over our competitors, we can charge according to the value of our offer customers. While this approach can prove very profitable, it can alienate potential customers who are driven only by price and can also draw in new competitors

• Competition based pricing Competition based pricing is a price set by a

company for a product to compete with another company's pricing. Distribution costs are ignored to drive demand towards another brand. This method of pricing can cause a long-term decrease in product perception and decrease a product's value for future profits

Distribution channels in tourism

Tour Specialty Specialty SpecialtyDirect Channel Host Wholesaler Channeler Channeler Channeler via Retail Retail Specialty Internet Travel Travel Channeler Telephone Agent Agent Retail Tour Retail Tour Suppliers Tour Travel Wholesaler Travel Wholesaler Office Wholeseller Agent Agent Home bas Retail Travel Agent Agent

SuppliersTransportation providers, accommodation, Food services,

Recreation, Entertainment, etc

CustomersIndividuals, Pleasure Groups, Business Groups, etc

Case study

• One of the most popular tourism destinations of the country .

• Named as one of the ten paradises of the world by the National Geographic Traveler.

• Kerala Tourism is a global superbrand and attracted over 8.5 million tourist with an increase of 23.68% from previous year .

• Famous for –• Ecotourism • Culture and Tradition• Varied Demographics

Major attractions

• Beaches -

Major attractions (contd.)

ACCOMODATION House Boats Ayurveda Centre Hotels

TRANSPORT Tourist buses are available Taxi is available on rent Ferry services

Promotion strategy

Promotion strategy involves both traditional and innovative methods

•

• Online and Video Promotions .• Kerala Travel Mart • Organise dance and music festival• Kerala becoming theme state in

Dubai shopping festival .• Installation of bluetooth kiosks and

hotspots.• Marketing Brochures in flight .• Free Mobile application for Tourist

eg. Maps

Valiya Upakaaramaayi! (Thank you )