By Alisher Qadamboyev
INTRODUCTION - Tourism as a phenomenon means the movement of people both within and across the national borders.
- It creates a demand and provides a market for number of different industries.
- All the economic activities involved in tourism may be called as Tourist Industry. (Hotels, Travel & catering, retail shops, gifts, etc.
- It is sum total of providers of tourist industries.
It is a pleasure activity implying a use of readily
disposable incomes and one’s own free time.
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The main elements of tourism are:
- It comes into being out of movement of people to, and their stay in various destinations.
- It has two essential factors, (i.e.) travel to the destination and stay at the destination.
- Travel and stay occur outside the typical place through which people travel and stay.
- Movement of destinations is temporary nature and get back home within a short span of time (few days, week or months).
- Purposes of visit to destinations can be any apart from residence or employment.
McIntosh & Goeldner (1990) identified four perspectives –
- Tourists looks for diverse psychic and physical experiences and satisfaction from tourism activity.
- Business people behold tourism as opening to make profit
by providing goods and services in tourist market.
- Government looks tourism as a capital and good factor for economy. It gives income and employment generation, international tourism, tax, etc.
- It is consider as cultural and employment factor. In Sanskrit literature, three terms for tourism are:
- Paryatna: going out for pleasure and knowledge.
- Desatna: going out of country primarily for economic gains.
- Trithatna: going out to places of religious merits.
CHARACTERISTICS OF TOURISM - It is a complex phenomenon and amalgamation of phenomenon and relationship rather than a single one.
- Relationship arise from movement of people to various destinations.
- It is different from those of resident and working places.
- It is non – remunerative activity. They visit to destination not for paid work, it is part of business or vocation.
- Movement of people is temporary and short duration.
- It is multi – dimensional activities like hotel, travel, tour operators, shopping, etc.
- It is a service industry and engaged in job in hotels, catering, transport, travel agency, etc.
- It changes ideas of people and motivates the customers.
- It is transformed from Mass, Rigid and Packaged tourism (MSRP) to present neo – tourism like Flexible, Segmented and Diagonally Integrated (FSDI).
x) It is related with long term environmental losses. (overcrowding)
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BASIS OF TOURISM (ESSENTIALS) - Freedom to travel (govt. rules & procedures, schemes, etc.)
- Education (formal education to be potential tourists).
- Per Capita Income (high per capita income provide bulk of tourists).
- Awareness (great awareness about the places)
- Professional Capabilities to sell pleasure travel (spend money and time to travel for leisure and pleasure).
- High standard of living (people spend their money and time on holidays).
- Price frequency and speed of transport (high speed of transports leads growth in tourism).
- Tourism promotion (enhance national growth of tourism, newspaper, magazines, TV plays vital role in spreading information about tourists place and travels).
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COSTS OF TOURISM
The main costs of Tourism are:
- Foreign exchange costs of capital investments in hotels.
- Cost of land & buildings.
- Investment in accommodation. (hotels, guest houses).
- State capital expenditure on infrastructure.
- Investment in transport services.
- Cost of other facilities like function room, swimming pool.
- Breakup of current operating costs.
- Import cost of goods and services used by visitors.
- Repatriable profits on foreign investments.
- Interest on foreign loans.
- Payments of foreign travel agents and tour operators.
- Expenditure by National Tourist Organization (Department of tourism , India Tourism Development Corporation) and travel agencies.
- Tourism investment schemes like tax exemption from custom duties and loans on reduced rate of interest.
- Foreign components in i) Fixed costs, ii) Current cost of maintenance and also revenue on rental, food sales, etc.
The following are additional costs:
- Import licenses required by hotel industry for boarding and lodging, restaurant and entertainment.
- Payment in foreign exchange mostly on collaboration in hotel sector.
- Promotional and advertising charges to induce foreign tourists.
MARKET SEGMENTATION IN
TOURISM
Market Segmentation:
“Market Segmentation is the process through which potential customers with similar needs and characteristics are grouped together so that a tourism organization can apply marketing strategies for the selected market segment efficiently.”
- identifying tourism customers and deciding on how to meet their wants and needs.
- learn more about the customers.
- making the heterogeneous market into a
Marketing Objectives for each segment:
Objectives serve a number of functions including:
- Guidance for developing marketing mixes for different target markets.
- Information for allocating the marketing budget between target markets.
- A basis for objectively evaluating the effectiveness of the
marketing mixes (setting standards).
- A framework for integrating the different marketing mixes into the overall marketing plan.
The target market objectives are:
- be expressed in quantitative terms.
- be measurable.
- specify the target market and
iv) indicate the time period.
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MANAGEMENT OF TRAVEL
and communicate information for customer.
SERVICES
A travel agent is one who acts and do work on behalf
of a principal (i.e.) original service provider like hotel, airline, transport or shipping company. Travel agent may be called as retail sector of the distribution chain.
- they provide services to tourist on behalf of their principal (original service provider).
- they normally don’t
charge fee from clients and get
commission for their work.
- the persons working for travel agencies need to know
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I. Travel Agencies and Travel Organizations:
Travel Organization:
“Travel organizations are supportive institutions for the tourism industry and supported by both government and public organizations for the growth of tourism.”
- private organizations support by providing like finance, marketing, publication of guide and guide services.
- government support by way of providing visa and passport, tourism promotion councils, tourism centre to give required information to tourists, establish publicity offers and educate and tourists operators and guides.
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Functions of Travel Organization: (main futures)
Some of the main functions of travel organizations are:
- provide transportation as required by tourists and they have own means of transport / tourist buses.
- provide attractive destination packages.
- arrange for hotel reservations at different places.
arrange for food, breakfast and other
requirements.
- provide connected service with the package.
- arrange tour program, varying from two days to
several weeks depending upon needs of tourists. 56
Travel Guides:
“Travel guides also called tourist guides help them to give required information regarding a place, monument or on other places the tourist is visiting tourist organization and tour operators give due to importance to the role of guides since they are a part of package.”
- there are no. of places to visit, so they need explanation regarding historic information is required.
- as a tourist guide, he has to know full information about the tourist spot and their skill in guiding the tourist.
- great care is important for tourist guides by tour operators for making the tour successful.
RECENT TRENDS IN TOURISM
Some of the interesting micro trends across evolving the Indian travel landscape:
- Advent of hostels:
- it is a part of Indian tourism story and always been low budget options.
- it offers cheap, basic hotel experience, more accessible for low budget traveller.
- it seen as mode of self realization, exploration and experiences
different from of lifestyles.
- Growth of boutique hotels:
- privately run small hotels, arty hotels with just a few rooms.
- it is increased in recent years, particularly attracting foreign tourists
at all levels.
- it is key element in India’s plans to boost tourism and providing opportunities for tourists to be more engaged.
- it is severely abused and misused by the ranks of private, and often state – supported corporate hoteliers.
- New Destinations:
- it is willingness to explore new regions, amongst both younger upper – middle class Indians and tourists from overseas. (E.g.) Kashmir and Gujarat, Rajasthan – pali (which improves airports, national parks & safari options.
- rural villages now gaining more popularity, both representing authentic, safe and relatively accessible.
- Adventure sports opportunities:
- it is incredible with the length of India’s coastline, which gives interior and staggering beauty like Himalayas.
- it is the passion for adventure sports now apparent in young Indians.
- it covers stunning mountain regions and split as high as “90% Indians and 10% foreigners”.
(E.g.) Kite surf, white water raft in rishikesh, bike riding in beach, etc.
Tourism Industry had grown massively for following reasons: - Advance in travel technology – wide range of travel as a tourist are widely available.
- motorways, airlines have increased the volumes.
- People have more disposable income now – this is about income that people have to send on themselves due to salary rises.
- many families have two income earners and have fewer kids and often have a car, which increases likelihood of people.
- The availability and type of holiday has increased – mass tourism and packages holidays opened up markets to huge numbers of people.
- The Media – newspapers ‘holiday section’, TV shows can show enormous choice on offer.
- Advances in Information Technology – they are to view, evaluate, book cheap and comfortable hotels and other facilities. (E.g.) online sites makemytrip.com, travelguru.com, etc.
f)
Increased competition has
benefited
customer
– increased
competition among travel
agencies and hotel have benefitted
customers.
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Thank you for your attention.
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