Submitted To:

Dr. SHINE DAVID SIR,

FACULTY OF IMS

Submitted by:
MITISHA RAGHUVANSHI
BBA(H.A.)-VI SEM
Roll no. : 43929

M.P.
Ajab
hai
sab se
Gajab
hai:

What is Tourism?

Tourism is travel for recreational, leisure or business

purposes.

Who is Tourist?
People traveling to and staying in places outside their
usual environment for not more than one consecutive year
for leisure, business and other purposes.

 MP has a rich cultural heritage, various religious spots along with the vast forest area and other scenic places makes it
an ideal tourist destination that could cater to various interests of tourists.
Heritage sites such as Sanchi Stupa and Bhimbeteka are included in Unescos World Heritage Sites.
MPs tourism sector is dominated by the domestic tourism with approximately 8 million tourists arrival in 2005-06
and is ranked among top ten States for domestic tourist visits. The foreign tourist arrivals was relatively less
amounting to mere 0.16 million.
Pilgrim centers account for the major portion of the domestic tourist traffic whereas places such as Khajuraho,
Orchha and Gwalior attract a maximum number of foreign tourists.
In an effort to boost tourism sector in MP, the State Government has sanctioned USD 12.2 million for development
of 17 tourist spots across the State. Further, the Government is also making efforts to improve air connectivity to
other states.

 Kanha is the largest Wildlife Sanctuary in

Asia.
Kahjuraho has some of the most
famous Sculptures in the world.
Bhimbeteka is the oldest Cave Paintings in
the world.
Sanchi houses the oldest Buddhist Stupa

in the world.
9 national parks and 25 game sanctuaries
out of which four are major tiger
reserves.
Sacred rivers of Narmada, Tapti, Son and
Kshipra have a string of religious
places located on their banks.
Pachmarhi one of the most beautiful

hill stations.
Tourist festivals displaying variety of folk and
performing arts at Khajuraho, Orchha,

Pachmarhi, Indore-Ujjain (Malwa)

and Bhopal.

TOURISM IN MADHYA PRADESH

M.P. is the Heart of incredible India.

It has been awarded as the best State in the country in the field of Tourism.
National Tourism Award - First Best State Comprehensive Development of
Tourism.
Best Tourism State - Rest of India (First Prize)- Tourist Related Programs and
Development of Infrastructure
National Tourism Award - Most Innovative/ Unique Tourism Product Caravan
Bus
National Tourism Award - Best Civic Management, Municipal Corporation of
Khajuraho.
National Tourism Award - Most Innovative use of Information Technology/
Website / Portal Promoting Tourism


The State has touched new heights during the year 2009-10. With an
annual revenue growth rate exceeding 25 per cent in consecutive years.
MP Tourism is the 1st to introduce Holidays on wheels concept of
CARAVAN. At present 3 caravans are running successfully by MP
Tourism.

GRAPHICAL NOTE

Travel and Tourism (t & t):the

worlds largest industry

Share of the world

% of total (2000)

GDP

11.0

EMPLOYMENT

8.0

EXPORTS

7.9

CAPITAL INVESTMENTS

9.4

A Powerful engine for generating jobs and wealth

7 Ps OF MP TOURISM

PRODUCT

Product is a bundle of benefits and attributes capable of exchange or use

usually a mix of tangible and intangible forms may be an idea, a
physical entity, a service or a combination of three.
Potential

Augmented

Expected

Core
benefit

PRODUCT

Madhya Pradesh tourism is a service product by nature

and involves tours in the exotic locales of Madhya Pradesh.

There are different kinds of tour

products

Caravan tourism Package A product which provides tourists with

their own caravan to travel.

Eco tourism package As the name suggests, it is a tour for tourists

who love landscapes and forests.

Pilgrimage tour package Involves tours to temples and sacred

places such as Ujjain, Omkareshwar, Maheshwar, Amarkantak, Chitrakoot etc.

Adventure tourism An interesting tourism concept wherein tourists

are invited for the Chambal challenge, river rafting, parasailing etc.

If the competitors products offer the same benefits, same quality, same price,
we have then to differentiate our product with design, features, packaging,
services, warranties, return and so on. In general, differentiation is mainly
related to:
The design: It can be a decisive advantage but it changes with fads. For
example, a fun board must offer a good and fashionable design adapted to
young people.
The packaging: It must provides a better appearance and a convenient use.
In food business, products often differ only by packaging.
The safety: It does not concern fun board but it matters very much for
products used by kids.
The "green": A friendly product to environment gets an advantage among
some segments.
In business to business and for expensive items, the best mean of
differentiation are warranties, return policy, maintenance
service, time payments and financial and insurance services
linked to the product.

PRICE

Price Used to achieve predetermined sales volume and revenue

objectives. Price gives a product or service a perceived value in the
eyes of the consumer.
Price is the sum of all the values that consumers exchange for the benefits of
having or using the product or service.
Pricing of Madhya Pradesh tourism is competitive in nature. It competes
with various other private organizations such as Mahindra tours and travels as
well as others and hence it has to use competitive pricing.
How would you use price to counteract demand exceeding supply?

PRICE

FEATURES

Pricing is one of the most important factors when deciding

your marketing tactics, which could involve the following:
SKIMMING Low market penetration, high pricing
strategy for premium products
COMPARABLE PRICING If we are not the market leader,
competitors will have set a price expectation which can be
followed.
MARKET PENETRATION STRATEGY Deliberately low
pricing in order to enter or control a market quickly.

PLACE

Place is not only the location of the tourist attraction or

facility but the location of points of sale that provide
customers with access to tourist products. Place refers
to the method of getting your product to the consumer this could be a dealership or an online shop.

PLACE

In case of tourism industry, place of availability of service refers to the

place where tour package is conducted as well as the place from where it
can be booked.
Offices of M.P. Tourism:
Head Office:- Bhopal
Regional Offices:- Bhopal, Gwalior, Indore, Jabalpur, Khajuraho,
Panchmari, Satna.
Marketing Offices:- Ahmedabad, Hyderabad, Kolkata, Lucknow, Mumbai,
Nagpur, New Delhi and Raipur.

EXAMPLES

Amarkantak
Bhimbetka
Chitrakoot
Jabalpur
Khajuraho
Omkareshwar
Panna
Shivpuri

Bandhavgarh
Bhojpur
Gwalior
Kanha
Maheshwar
Orchha
Pench
Ujjain.

Bhedaghat
Chanderi
Indore
Bhopal
Mandu
Pachmarhi
Sanchi

These are the places where tourism packages are

conducted.

Service Location : Situations & their

Impact

Customer
Service
Provider
Customer goes
to service
provider

SP have to
select an
appropriate
location or
multilocations

Cinema hall,
tourism
industry,
dental services
etc.


Service Provider

Customer

Location becomes
less important
Service Provider
Lift repair service,
because SP
housekeeping
goes to the
provides the
services etc.
customer
service at
customers place

PROCESS

Process is inseparable product

Process is the way of undertaking transaction, supplying information and

providing services on a way which is acceptable to the consumer and
effective to the organization.
Process refers to the procedures which are followed when delivering a
service to a customer.
For example, for a hotel :
how are customers greeted?
Who takes the baggage to the room?
When are the rooms cleaned?
What time is breakfast?

PROCESS

If any part of the process is found to be unsuitable by the consumer, it could result in a
negative evaluation of the whole product. Depending on the type of package, the process
varies.
In case of Caravan tours, the process would involve loaning caravans to tourists who
can then return it in a given amount of time.
Similarly in case of other tours, Guides as well as accommodation is included which
completes the whole tour with minimum hassles and maximum enjoyment for the
tourist.
Thus the process of Madhya Pradesh tourism is systematic in
nature.

PROMOTION

The most visible of the 4ps, Promotional techniques aim to increase

awareness and demand for products.
Promotion is used in hopes of influencing the recipient's feelings, beliefs
and behavior through any form of communication.
Promotional Mix Elements:
Advertising
Sales Promotion
Public Relation
Publicity
Direct Marketing
Internet Marketing
Word of mouth

PROMOTION

Madhya Pradesh tourism ads are known as one of the best and most
creative ads across India. Each of its TV commercials have been
innovative in nature and have attracted a lot of eyeballs as well as
generated curiosity.
It also does promotions through publications as well as sales promotions.
The tourism board also has a tie up with Jet Airways for promotional
packages.
Abhishek Bachchan is its brand ambassador.

PEOPLE

MP Tourism is a service and services are produced and consumed

simultaneously, the role of service delivery personnel becomes
extremely important.
The interaction between the customer and the service provider in
service industry means that the employees often represent the
company to the customer.
As in most of the cases, the customer moves to the service provider,
the issue of staff presentation, customer interaction and levels of
satisfaction with the service encounter is crucial in service industry.
Employees should be rewarded from time to time and monitory
motivation should be given for appraisal. E.g. LIC gives gold coin to
retain their employees.

PEOPLE
Tour operators
Tourist transport operators
Hotel staff
Tourist guides
Main operations staff

Ways of Rewarding Employees:

Tourism friendly forester (Whoever maintains forests)
Tourism friendly archaeologist (Taking care of
heritage)
Most frequent tourist visiting MP (Encouraging
government to take part)

PHYSICAL
EVIDENCE

The physical surroundings and facilities, that is, the setting

where these encounters take place have also a bearing on service
delivery in the minds of the customers.
Defined as the environment in which the service is delivered and
where the firm and the customers interact and any tangible
commodities that facilitate performance or communicate service.
It helps to add tangibility to the intangible services.
Enhance customers perception of the service quality.

PHYSICAL
EVIDENCE

It begins from the office of M.P. Tourism to best city hotels, Wildlife sector
hotels, Tourist centre hotels, Restaurants and the best service people to give the
best experience to the tourists.
In Office- Reception, Signage, brochures,
Sceneries of services offered;
caps and mugs for sale on which M.P. tourism
is labeled, awards won by M.P. Tourism etc.

Contd.

Madhya Pradesh itself is exotic in nature and the locations such

as Bhopal, Udaigiri and Sanchi are beautiful thus making for an
excellent physical evidence.
Promotion element of the marketing mix is
mostly used to promote services. If we are not selling anything
tangible, how will people know what they're getting?
This is where physical evidence comes in.

CHALLENGE
S

INTANGIBILITY: Most tourism products cannot be touched or tested before

they are bought or consumed. The challenge is to minimize consumers
perceived risk. E.g. Mountain Cable car ride.
HUMAN RESOURCE: Availability of skilled manpower is a major challenge faced by
the travel and tourism industry, one of the largest employment generators in the country.
To sustain growth in the travel and tourism industry, trained manpower/ workforce is
required at every level managerial, supervisory, skilled or semi-skilled. Challenges
faced at each level are different.
SERVICE LEVEL: In addition to tour operators and hotel staff, tourists interact with
persons from different backgrounds, occupations and experience. Such people include staff at
bus/railway station, taxi/coach operators, ticketing/ travel agencies, small hotels, dhabas,
staff at heritage sites, and tour guides, among others. The degree of service offered by these
various stakeholders has a significant impact on determining the tourists overall experience.

OPPORTUNITIE
S

MPs massive natural, geographic, cultural and artistic diversity offers enormous
opportunities for the travel and tourism industry.
The recent economic growth in India along with its positioning as an Outsourcing
Hub, has further enhanced the countrys infrastructure along with the connectivity
of India with other countries. This has led to a tremendous increase in the number
of incoming international business travelers in the country.
Indias cost competitive health care system and skilled human resource has given
impetus to the relatively new concept of medical tourism in India and is worth
USD 333 million, with about 150,000 foreign patients visiting India annually.


Medical tourism is also an opportunity for both healthcare & tourism industry.
Opportunities also exist in adventure tourism.
Various international travel and hospitality companies such as Thomas Cook,
Amadeus, Hyatt, Four Seasons, Hilton, Regent, Radisson and Holiday Inn, have
acknowledged the tourism potential of the Country and already have their
presence here. Besides, their presence has significantly increased the standards
of services in hospitality and tourism industry.
Government has acknowledged the significance of tourism in the Country and
the importance of public-private partnership in the growth of the same. Thus,
the Ministry of Tourism has announced number of incentives and support to
give a fillip to the sector.

STEPS TAKEN TO
ACCELERATE
TOURISM GROWTH

Reduction in Entry Fee and Passenger Tax for Monuments.

Over 17,000 additional international air seat capacity.
Maximizing use of Information Technology for promotion.
Touch Screen Information Kiosks


Mindshare has been awarded the digital business of Madhya
Pradesh Tourism in a multi-agency pitch.
The agency already managed the traditional media of the account as
part of an earlier agreement. The digital mandate will now include
search, social, mobile, creative and website management.
Mindshare has also been empanelled as one of the agencies for
Pondicherry Tourism, though further clarity on the mandate there will
be available at a later date.
Madan Sanglikar, principal partner Invention at Mindshare India,
said of the MP Tourism win, Were always happy to win new
business. Tourism and travel are important categories for driving
growth in digital. And what could be better than getting people to
come to your country and adding destinations to it?

CONCLUSION

As India is rich with culture and heritage, but India is facing not so good
important place in the tourism industry,which can provide 30% to 50% of
the G.D.P of the country. But the government is not taking it very
seriously to improve our condition so that the tourism industry in the
country can grow. Today man had money and wanted to see what he
had learned and listened from the people. They are ready to pay for
entertainment but they should feel that they had enjoyed. Foreign
countries are taking the advantage by providing with the attractive offers
and simplicity in obtaining tourist visa . They advertise themselves they
had formed separate ministry to see that they are advertised and there is
increase in the tourist. India required to take steam measures because it
can solve the countries most effected problem, that is unemployment. If
unemployment problem is solve, the problem of growing population can
come into control.