TRAVEL & TOURISM

A SERVICE
MARKETING
PERSPECTIVE
 TOURISM IN INDIA
Tourism is based on Trust,Relationship,
Delivering value.
Unique dimensions of service marketing-
People,Process,Physical evidence.
Consumers are now willing to spend more
.
Steady growth in the no. of
Tourists
DEVELOPMENT OF TOURISM INDUS
TRY IN INDIA
• Planned manner in 1956 in Second Five year plan
• Tourism began to be considered a major instr
ument for social integration &economic develo
pment
• In 1982 a National policy was announced.
• In 1988 National ommittee formulated a com
prehensive plan.
• In 1992 a National Action Plan was prepared.
• In 1996the National Strategy was drafted.
 PICKED UP PACE
Contribution of 6.23% to national GDP.
Contributed 8.78% to total employment.
5 million Foreign tourists.
562 million domestic tourists.
$100 bn in 2008.
Expected to increase to $275 bn in 201
8.
Growing at 9.4% p.a.
TOURISM AS A SERVICE

Intangibility

Variability

Inseparability
TOURISM MARKETING-IMP FACETS

Essential to create a level of confidence.

American Society of Travel Agents
(ASTA),United Federation of Travel Agents Ass
ociation (UFTAA),World Travel Agents Associati
on Alliances(WTAAA).
These agents promote the industry.
 MARKETING IN INDIA
• Indian Asscn. Tour Operators (IATO) -trade body of inbound to
ur operators
• Travel Agents Asscn. Of India(TAAI)-aims at pro
tecting the interest of the industry.
• Travel AgentsFederation of India(TAFI)-apex bo
dy of tour agents,regulates the industry.
• Service providers face the challenge
• Satisfied customers act as ‘+’ve ambassdors
TOURISM MARKETING MIX

Tourism Main
marketing ‘Experience ’
differs from
dimensions of
& ‘Hospitality’.
others. services are
MARKETING MIX

PRICE
TOURISM
SERVICE
PRODUCT

PROMOTI
ON

PLACE
PEOPLE
PHYSICAL
EVIDENCE
PROCESS
PRODUCT & PRICE

• Travel Packages.
• Caper Travel Company.
• Destinations like historical monuments,natural
sites are focused.
• Local cultural heritage are Encouraged.
 PROMOTION

• “INCREDIBLE INDIA", campaign.

• Oscar,Grammy & BAFTA award functions.
• Advertising,Personal selling,Public relation,Wo
rd-of-mouth.
 PLACE
• Attractive discount rates.
• Customers choice.

PHYSICAL EVIDENCE

Customers experience matters most.

‘’+”ve Word-of-Mouth
 CONCLUSION
• Multidimensional impact.
• Knowledge & integtity of travel operators play
imp. Role in customer making.
T H A N K Z A LOT 4 U R
PAT I E N C E