15.4.2. Benchmarking of Indian Standards with global best practices
The Ministry will undertake comprehensive benchmarking of global best practices,
with a view to ensuring that the Indian standards compare favourably with world
class operational, technological and infrastructural standards. The Ministry will
undertake rigorous and continuous consumer research in major traditional and
emerging markets each year to identify trends, test its marketing approach and
identify the segments which offer the greatest potential for India.
15.4.3. Segmentation of the Market and their specific needs
Segmentation of the market for holidays and business in India – both current visitors
and ‘best prospects’ – based on demographics, behaviour and product-usage, will
provide a valuable insight into the motivations and product needs of the visitor. An
analysis will also be conducted of India’s top source markets – to identify
independent segments and to estimate size and behaviour characteristics. This will
ensure that India is in a position to keep the industry in touch with overseas
consumers and trade expectations.
15.4.4. Research at every level of Tourism Value Chain
To acquire segment specific needs, research will be coordinated at every level of the
tourism value chain – before the guest arrives, while they are in India and after they
leave, to glean the relevant data to build effective Customer Relationship
Management (CRM) databases, to develop and store visitor profiles and preferences
to inform marketing, promotional and product development strategies.
15.4.5. Encouraging repeat visitors
Profiling, understanding and securing more business from current and loyal
customers would be more cost-effective than the increased cost of sourcing new
visitors each time. Databases would allow India to know where to find the cluster of
repeat visitors and create the right incentives and rewards to keep them coming back
to India.
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