Tourism Marketing: Presented by

TOURISM MARKETING
Presented By
A.Abirami
G.Abirami
S.Agalya
R.Aiswariya
L.Aparajith
S.Aravindh
Introduction
• Tourism is the travel for recreational (fun), leisure (rest),
family or business purposes, usually of a limited duration.
• The World Tourism Organization (WTO) defines tourists

as people “traveling to and staying in places outside their
usual environment for not more than one consecutive year
for leisure, business and other purposes”.
• 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.
Forms of tourism
• Domestic Tourism
Domestic tourism is tourism involving residents of one
country traveling only within that country.
• Inbound Tourism
Incoming tourism is also known as 'inbound tourism'.
Incoming tourism means travelers arriving in different
countries from their own.
• Outbound Tourism
Outbound tourism refers to residents to travel outside
their home country.
Marketing in tourism
• As the production and consumption experiences are
inseparable, it is impossible to sample a tourism service
before purchase.
• Marketing of tourism is based on
– Trust
– Relationship
– Delivering value
Tourism Industry in India
• India as a tourism destination is the toast of the world at the
moment.
• Conde Nast ranked India amongst the top 10 tourist

destinations.
• Travel and tourism industry is the second highest foreign

exchange earner for India.
Foreign tourist arrivals(FTAs) in India
FTAs (% share) of Top 10 Source Countries
in India in 2013
USA
UK
15.72
Bangladesh
36.02 Sri Lanka
14.66 Canada
France
Germany
8.97
Australia
4.72 Malaysia
3.8 3.82 4.33
2.43 Japan
2.62 Others
2.92
Different types of tourism in India
• History Tourism
• Adventure Tourism
• Medical Tourism
• Eco System
• Cultural Tourism
• Pilgrimage Tourism
• Spiritual Tourism
• Beach Tourism
Top 10 states visited by foreign tourist
• Maharashtra
• Tamil Nadu
• Delhi
• Uttar-Pradesh
• Rajasthan
• West Bengal
• Bihar
• Kerala
• Karnataka
• Himachal Pradesh
Top 10 states visited by domestic
tourist
• Uttar Pradesh
• Andhra Pradesh
• Tamil Nadu
• Karnataka
• Maharashtra
• Madhya Pradesh
• Rajasthan
• Uttarakhand
• West Bengal
• Gujarat
Tourism: TamilNadu
Initiatives taken by government to
promote tourism industry
In the year 2002, the Government of India announced a New
Tourism Policy.
The policy is built around the 7-S Mantra of -
• SWAAGAT (WELCOME)
• SOOCHANAA (INFORMATION)
• SUVIDHAA (FACILITATION)
• SURAKSHAA (SECURITY)
• SAHYOG (COOPERATION)
• SANRACHNAA (INFRASTRUCTURE)
• SAFAAI (CLEANLINESS)
India’s GDP will exceed
– Italy’s in 2020,
– France’s in 2020
– Germany’s in 2025 and
– Japan’s in 2035
Goldman Sachs Projections (US 2003 $ Billion)

Tourism growth in India
• According to World Tourism Organization estimates,
India will lead in South Asia with 8.9 million arrivals by
2020
• India is poised to emerge as the 2nd fastest growing (8.8%)

tourism economy in the world over 2005-14 according to
the World Travel & Tourism
Foreign earnings
• There has been a growth of more than 13% in foreign
tourist arrivals at 3.9 million during 2005, up from 3.4
million foreign tourists who visited India during previous
year.
• Foreign exchange earnings from foreign tourists were up by

more than 20% at $5,730.86 million in 2005, up from
$4,769 million earned the previous year.
Tourist destinations
• North East – States such as Sikkim, Assam and Nagaland have
emerged as major players. The major focus in 2005 was to develop
tourism infrastructure in the region.
• New States – Uttaranchal attracted 14 million tourists and in 2004
witnessed a growth of 40% in 2005. Major focus on marketing to
attract high spending tourists, initiatives to create world-class
infrastructure.
• Beautiful South – Aggressive marketing has helped achieve over
25% growth in tourism in southern states. Andhra Pradesh and
Karnataka are witnessing an upswing in foreign tourists.
New Tourism Products
• Monsoon magic - focus on months from April to October
• Rural & village tourism - the tourism ministry is laying special

emphasis on infrastructure development in various rural
destinations in India.
• Medical tourism - the Indian Healthcare Delivery market is

estimated at US$ 18.7 billion. The industry is growing at about 13
per cent annually.
• Luxury tourism – e.g. Palace on Wheels, Palaces
• Adventure tourism – with emphasis on eco-tourism

Benefits of tourism
• There has been a positive change in perception about the
benefits of tourism in the minds of planners, policy makers and
as well as state governments in India.
• Tourism is now being seen as an engine of growth for the
economy and a key employment generator.
– Low Capital Investment in the trade.
– Imports earn foreign exchange.
– Cultural revival/ regeneration.

Ecotourism in Kerala
• There has been a major
growth in ecotourism that is
sustainable and
environmentally non-
invasive.
• Resorts are designed using
local labour forces and local
materials.
• Energy sources are
sustainable: cow dung and
wood
The Tourism Marketing Mix
product
price place
variable
Intangible Inseparable
Tourism Physical
promotion service evidence
people process
Tourism as a service
Intangibility
• Service oriented industries like travel and tourism,
strive towards converting the intangible product into an
experience that customer will value and cherish.
Variability
• Offering the same quality of service each time a
customer interacts with the service marketing brand(
which helps in image building).
Inseparability
• Tourism is a service in the true sense, because of its unique

features.
• Prospective customers have to travel to the destination to

experience the place; and a trail or sampling or test drive is
not possible before purchase.
Product
• Travel companies design tour packages covering a wide range of
tourist attractions at different prices to attract diverse target
segments
– Accommodation
– Attraction
– Transportation
– Recreation
– Shopping
– Restaurant
Promotion
Major components of promotion
• Advertising, Public relations, Publicity,Word of mouth

• Example:
– ‘Our guest is blessed’ and ‘Our visitor is god’
– Aamir Khan as brand ambassador for ‘Atithi Devo
Bhava’ for Indian tourism.
– Use of websites to sell tourism.
– Brochures, pamphlets, ads in newspapers.
– E.g. Raj, Kesari and Thomas Cook
Place & People
• The world has become a global village.
• In recent times the concept of place has transformed

tremendously as bookings can be made from anywhere online.
• Role of people is very important in any service.
• People in the travel and tourism industry like travel agents,

tourist guides, hotel and restaurant staff, transport personnel
play an important role in brand building and customer
satisfaction.
Process Physical Evidence
Productivity & Quality
– It involves positioning the process, the overall

destination, the intangibles etc.
– It also involves positioning of tourism as National

priority.
MEASURES FOR TOURIST SATISFACTION
New trends in tourism
• Sunflower Tourism
• Weekends and short trips
• Cruises
• Arts, Culture and Religious paths
• Resorts
• Green Tourism
• Wine & Food Tourism
• Areas and marine parks
• Camping
• Last minute
• Spas, Beauty Farm & Wellness
SWOT analysis of Tourism
• Strengths • Opportunities
– Vast geography with forests, – Increased privatization.
deserts, mountains & beaches.
– CWG 2010, Grandprix2011
– Varied culture.
– Medical tourism.
– Many historical monuments.
– Go-green initiative.
– Knowledge of English by
majority of local people. – World-class hotels and airports
– Efficient transport facilities.
• Threats
• Weakness – Terrorism.
– Lack of adequate infrastructure. – Tensions with Pakistan.
– Safety and security of foreign – Better promotion by other
tourists. countries.
– Misconception about India by – Economic slowdown.
foreigners
– Lack of maintenance of
monuments, forts etc.
– Many languages and dialects.
R'tist@Tourism, Pondicherry University 33
PEST Analysis of Tourism
R'tist@Tourism, Pondicherry University 34

Conclusion
• Lot of tourism places are not discovered by tourism companies
as well as government
• Though the government concentrates and allocate funds to the

relevant departments the existing are not maintained properly
in some cases.
• If those are marketed, it will add as a revenue to the

government.

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TOURISM MARKETING

• The World Tourism Organization (WTO) defines tourists

• Tourism is the largest service industry in India, with a

• The tourism industry in India generated about US$100

• Marketing of tourism is based on

• Conde Nast ranked India amongst the top 10 tourist

• Travel and tourism industry is the second highest foreign

Goldman Sachs Projections (US 2003 $ Billion)

• India is poised to emerge as the 2nd fastest growing (8.8%)

• Foreign exchange earnings from foreign tourists were up by

• Rural & village tourism - the tourism ministry is laying special

• Medical tourism - the Indian Healthcare Delivery market is

• Luxury tourism – e.g. Palace on Wheels, Palaces

• Adventure tourism – with emphasis on eco-tourism

– Low Capital Investment in the trade.

– Imports earn foreign exchange.

– Cultural revival/ regeneration.

• Tourism is a service in the true sense, because of its unique

• Prospective customers have to travel to the destination to

Major components of promotion

• Advertising, Public relations, Publicity,Word of mouth

• The world has become a global village.

• In recent times the concept of place has transformed

• Role of people is very important in any service.

• People in the travel and tourism industry like travel agents,

– It involves positioning the process, the overall

– It also involves positioning of tourism as National

R'tist@Tourism, Pondicherry University 34

• Though the government concentrates and allocate funds to the

• If those are marketed, it will add as a revenue to the

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