This document provides an overview of the tourism industry in India and globally, as well as details about the organization study conducted at the Directorate of Tourism in Thiruvananthapuram, Kerala. The key points are: 1. Tourism is a major global industry, generating 9.4% of world GDP. International tourist arrivals grew until 2008 but declined in 2009 due to the economic downturn. 2. India has strong tourism potential and is predicted to become the top tourist destination globally. The number of international tourists to India is expected to reach 25 million by 2015. 3. The organization study was conducted at the Directorate of Tourism in Thiruvananthapuram to understand its structure

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ORGANISATION STUDY ON
DIRECTORATE OF
TOURISM,THIRUVANANTHAPURAM
Submitted in partial fulfillment of the requirements for the award of the degree of
Master of Business Administration (CSS) of
University of Kerala
Submitted by
MUHAMMED SAJID N
(1505022)
INSTITUTE OF MANAGEMENT IN KERALA
UNIVERSITY OF KERALA
THIRUVANANTHAPURAM , 695581
SEPTEMBER 2016

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INTRODUCTION TO ORGANISATION STUDY
Organization studies sometimes known as organizational science, encompass the
systematic study and careful application of knowledge about how people act within
organizations. Organizational studies sometimes is considered a sister field for, or
overarching designation that includes, the following disciplines: Industrial and
organizational psychology, organizational behavior, human resources and
management.
Whenever people interact in organization, many factors come in to play. Modern
organizational studies attempt to understand and model these factors. Like all
modernist social sciences, organizational studies seek to control, predict and explain.
There is some controversy over the ethics of controlling workers’ behavior, as well as
the manner in which workers are treated. As such organizational behavior has or OB
has at times been accused of being scientific tool of the powerful. Those accusations
are notwithstanding .OB plays a major role in organizational development, enhancing
organizational performance, as well as individual and group performance
/satisfaction/commitment. The organizational study is the systematic learning process
about an organization to understand the different roles of each member in the
organization. In organization study, the different roles, namely, interpersonal roles,
decisional roles, and informational roles of various members are evaluated and how it
affects the functioning of the organization. In this work Directorate of Tourism at
Thiruvananthapuram was selected for the organization study.
Directorate of Tourism is headed by the Director (IAS Cadre) and supported by two
Additional Directors , one Additional Director (General – IAS Cadre) and the other
Additional Director (Hospitality- Non –IAS Cadre).The Additional Director(General)
is assisting the director in all matters of the department and whereas the Additional
Director (Hospitality) looks after the hospitality wing only. There are three Joint
Directors in the department, one at the Directorate and the other two at the Regional
Offices Ernakulam and Kozhikode .The Joint Director at the directorate is looking
after the estate office duty. An administrative officer and financial officer from
Government Secretariat are looking after all administrative matters and financial
matters respectively. Planning section is headed by planning officer on deputation
basis. Maintenance of vehicles and providing vehicles to state ministers and and state

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guests are being monitored by an executive engineer from PWD (mechanical) on
deputation basis. There are three deputy directors at the Directorate .one for
maintaining guesthouses and bungalows of ministers and VIPs. The publicity wing is
headed by a Deputy Director and assisted by a tourist information officer accounts is
managed by a Deputy Director functioning as Drawing and Disbursing Officer.
Statistics ,Research and computer division is manned by the staff from the department
of economics and statistics and supervised by the research officer .The department has
offices in all districts of which six are headed by deputy directors and eight by tourist
information officers .There are fifteen Information offices within the state and four
outside the state .
SCOPE OF THE STUDY
This study was conducted in Directorate of Tourism .The study was conducted
inorder to understand the functioning of all the departments and the work culture of
the organisation and to apply the learned analysis like PESTLE&PORTER’S FIVE
FORCE and in order to find the strength and weaknesses of the respective
organisation.The theoretical scope of the study was aimed at covering the functional
department of the organisation.This particular organisation study can provide a wide
range of dimensions for the brand known as ‘KERALA TOURISM’. Directorate of
tourism contain certain functions including its subsidiaries.
 Research material for future materials
 The multiple facts behind the global super brand ‘Kerala Tourism’
OBJECTIVES OF THE STUDY
The study is aimed at comprehensively analyzing the organisation selected and
carefully examining for a thorough and accurate knowledge of it. The below
mentioned are the objectives of directorate of tourism.
1. To familiarize the organizational atmosphere as well as performance and to
understand the organizational structure and departmental functions.
2. To apply the studied analyses like SWOT,PESTLE, PORTER’S FIVE
FORCE ANALYSIS, etc…

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3. To understand how information is used in organization for decision making at
various levels.
4. To relate theory with practice.
5. To provide our suggestions and findings with regards to the study conducted
in the organisation.
METHODOLOGY OF THE STUDY
The complete organisation structure was sketched out based on the relative data
provided by the concerned officials in the research and development wing. The
research design is descriptive and analytical in nature which is used throughout the
study. The method used to conduct the study is qualitative form of analysis but
enough attention is given for carefull and complete observation of the organisation
and its function. The SWOT analysis was done inorder to know the current position of
the organisation in the world market . The statistical maps and surveys shows the
reaction of the tourist towards the marketing strategy adopted by the organisation.
DATA SOURCES
 Primary data sources
 Secondary data sources
Primary sources
Primary sources that we obtain during the study was through direct interviewing the
managers as well as employees. The personal interview was direct and was a mixture
of both structured and unstructured questions. The type of observation used was
structured, non participant and controlled one.
Secondary sources
Secondary data was collected from the journals, brochures, as well as websites, from
the old reports collected from the organisation library. The company details and data
have been personally gathered from the company profile, annual report, document and
other published booklets.

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LIMITATIONS OF THE STUDY
1. Most of the administrative, financial and operational reports provided were
outdated.
2. The method used provides qualitative data so lacks precision and no definite rules
were followed for data collection.
3. As the study was conducted during the festive season of Onam , the officials were
busy with the preparations.
4. Conclusions and inferences where drawn on the basis of report received from the
interviews since the department lacked in updating of statistics.
CHAPTERISATION
CHAPTER 1 INTRODUCTION
It gives an introduction to the organization study conducted in Directorate of
Tourism.It consists of objectives of the study,scope of the study, methodology and
limitations of the study.
CHAPTER 2 INDUSTRY PROFILE
Industry profile put light on the world , Indian and regional scenario of the tourism
industry.
CHAPTER 3 COMPANY PROFILE
Third chapter gives an idea about the strategies adopted, history of the department as
well as there product profile.
CHAPTER 4 ORGANISATION STRUCTURE
It gives a correct picture of the internal organization hierarchy as well as the
departmental.
CHAPTER 5 ANALYSIS
Three analysis are included in this chapter. Porter’s five force analysis, PESTLE
analysis and SWOT analysis respectively.

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CHAPTER 6 FINDINGS CONCLUSION AND SUGGESTIONS
It contains the major findings that was found during the study and a conclusion based
on that study and some suggestions to that.

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INDUSTRY PROFILE
GLOBAL SCENARIO
Travel and tourism is the largest service industry globally in terms of gross revenue
and foreign exchange earnings. It is also one of the largest employment generators in
the world. It has been a major social phenomenon and is driven by social, religious,
recreational, knowledge seeking and business interests and motivated by the human
urge for new experience, adventure, education, and entertainment. Tourism is both
cause and consequence of economic development. It has the potential to stimulate
other sectors in the economy owing to cross-synergistic benefits and its backward and
forward linkages. Travel and tourism is one of the fastest-growing industries and a
leader in many countries. It is expected to have generated around 9.4% of world GDP
and 8.2% of total employment in 2009. The contribution of the industry to the global
economy remains high despite a 4.38% decline in 2009. During the year, travel and
tourism investment too declined by more than 12%. International tourist arrivals rose
from 682 million in 2001 to 920 million in 2008. The global travel and tourism
industry experienced a downturn in 2009 due to the global economic and financial
meltdown. The industry was affected by low business volumes and consumer
confidence, given the uncertainty about factors such as availability of credit, exchange
rates, employment, and the H1N1 virus. Consequently, tourist arrivals fell 4%
worldwide in 2009. Nevertheless, tourist arrivals increased 2% in the last quarter of
2009, led by recovery in the Asia Pacific and the Middle East.
INDIAN SCENARIO
India has the potential to become the number one tourist destination in the world with
the demand growing at 10.1 per cent per annum, the World Travel and Tourism
Council (WTTC) has predicted. The WTO (World Travel Organisation) predicts that
India will receive 25 million tourists by year 2015.Major attractions in India are the
world's highest mountains, miles of coastline with excellent beaches, tropical forests
and wildlife, desert safari, lagoon backwaters, ancient monuments, forts and palaces,
adventure tourism and, of course, the Taj Mahal.India currently has over 200,000
hotel rooms spread across hotel categories and guesthouses and is still facing a
shortfall of over 100,000 rooms (source: FHRAI).The country is witnessing an

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unprecedented growth in hotel constructions and will be adding almost 114,000 hotel
guest rooms to its inventory over the next five years. (source: HVS)The earlier
setbacks in global tourism have strengthened the Department of Tourism's resolve to
promote India's tourism through aggressive marketing strategies through its campaign
'Incredible India'.The 'marketing mantra' for the Department of Tourism is to position
India as a global brand to take advantage of the burgeoning global travel and trade
and the vast untapped potential of India as a destination.
REGIONAL SCENARIO
The developments and initiatives that take place in the tourism scenario of Kerala are
the reflections of the policies framed and implemented on a periodic basis. It is this
prudence on the part of Kerala Tourism that has kept the tourism industry to move
ahead with a sense of direction and purpose. Latest in the series is the tourism policy
that brought out in 2012. If one is to take an overview of the global scenario, we can
see several countries that immensely benefit from tourism. And there are others who
are either fine tuning their prospects or taking their infantsteps in attracting travellers.
In Kerala, we are aware of these global trends and have always taken timely measures
to match up with them.In the backdrop of our current situation in tourism and looking
at things ahead, the Tourism Policy 2012 envisages the need to promote Ayurveda,
backwaters, adventure tourism, eco-tourism, MICE and medical tourism as special
tourism products. This will be so by incorporating the principles of Responsible
Tourism.Apart from the above, the new tourism policy also includes: A new
campaign on 'Kerala Waste- Free 5 Destination' and a task force to manage it; 10
thematic museums in ten years to showcase the cultural heritage of Kerala; formation
of State Tourism Advisory Committee and information centres at major tourist
destinations with information kiosks and trained staff to cater to the needs of
visitors.Other highlights of the policy are an Apex Committee on Tourism, which will
be constituted with the Chief Minister as Chairman, Minister for Tourism as Vice-
Chairman and other ministers as members to monitor the implementation of
infrastructure plans in tourism. Investments above Rs 100 million will go through
fast-track clearance. The policy also envisages developing Kerala as an all-season
destination. It also states the need to focus equally on domestic and international
markets. A Responsible Tourism Task Force will come up at the State level. One of
the aims of the task force is to make sure that tourism activities in Kerala are based on

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experiences that are mutually benefiting to stakeholders as well as members of the
local community.Also part of the new tourism policy is the scheme for new investors
in tour operations, homestays, serviced villas and Ayurveda centres to participate in
international and national tourism promotional events for the first three years. Hop-on
Hop-off services will also be introduced in Thiruvananthapuram, Alappuzha, Fort
Kochi, Kochi backwaters and Munnar.The 2012 Tourism Policy targets an annual
growth rate of 15 percent in foreign tourist arrivals and expects 3 million tourists by
2021. On the domestic front, the policy is looking forward to achieve an annual
growth rate of 7 percent for the next decade, a target of 18 million domestic tourists
for 2021.

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DIRECTORATE OF TOURISM: HISTORY
Government of Kerala trended to ignore its tourism potential completely until late
1980s , despite the strong marketing efforts done by leading private tour agencies.
This even forced WTTC , often referring Kerala as a late-comer to the tourism sector.
The potential of tourism was first identified during last days of Travancore Monarchy.
It was 1st Prince Col.Goda Varma Raja (Husband of H.H. Queen of Travancore,
Karthika Thirunal), while spending his honeymoon at Kovalam’s Halcyon Castle,
discovered the immense possibility of exploring the kingdom,s tourism opportunities.
As 1st prince, he was in-charge of receiving state guests and often several visiting
dignitaries used to praise the natural beauty, which made him realize to seriously
concentrate in developing the industry.
However his idea received a cold response at Royal Court, forcing him to start his
own venture to popularize key tourist destinations. The attitude of ignoring tourism
continued even after Independence, leaving the sector purely driven by few private
ventures and hotel chains. During the 1960,s Kovalam soon rose into international
fame, as one of the major center of hippie culture in India, which started massive
influx of foreign tourists, bringing large amount of much needed foreign exchange. It
was at this point Kerala Government, slowly started realizing the im portance of
tourism. Hailed as one of the first policy that underlines the importance of Public-
Private Partnership, the policy helped Kerala to fuel its strong growth in Tourism
sector.
ABOUT THE DEPARTMENT
Unlike other departments, Tourism Department is considered as independent
department and a field agency. It has its headquarters located at PARK VIEW
BUNGALOW, in Thiruvananthapuram. The Department is headed by a Minister,
supported by a Senior Secretary. In addition, the department consists of a Director and
two additional Directors. There is a council consisting of key tourist players and
government officials, which advises the government. The current Tourism Minister is
A.P. Anil Kumar.
A quarter of a century has passed since tourism was recognized as an industry.
However, an effort to take Kerala to the global as an excellent brand of tourism has
not been fully realized. It is from this view point that government gave first priority

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for drafting a tourism policy that gives direction to the State’s tourism development.
The draft policy for this has been already published.
B-Committee has been formed with the Chief Minister as the Chairman and the other
ministers related with it as members. This will help implement the projects on time. It
has also been decided to form Destination Management Councils with the co-
operation of those residing in and around the tourist centers. The formation of the
Tourism Board will help in spending up the developmental activities that suit the
needs of the time.Funds amounting to Rs180 crores (including central funds) were
allotted and plans were made to utilize 95% of the said funds within scheduled period
of time. Even when tourism is recognized as the most suitable periods of time. Even
when tourism is recognized as the most suitable sector for development, obstacles
come in the way as a result of the non –availability of land and the legal objections to
implement plans of construction in the forest and coastal areas. It is only with the co-
operation of other departments that tourism projects can be worked out within the
stipulated time. To deal this situation, a Cabinet Suit act as members.
OBJECTIVES OF THE DEPARTMENT
The key objectives of Kerala Tourism are five critical and strategic points;
• Policy:
Supporting a transparent and inclusive policy process, promoting fair and open
competition, strengthening institutional capacity to implement andenforce
policies,drawing international support to augment expertise in developing Kerala
Tourism.
• Product development:
Leveraging core strengths, creating new products, building USP, focussing on
sustainable development to offer products of international quality, creating enabling
investment environment, stimulating demand, promoting partnerships to ensure the
flow of funds into the tourism sector. Kerala Tourism Department has developed
more than 14 different products.
 Marketing:
Building a brand, emphasising quality assurances, providing demand driven
information, competing at a global level, collaborating on international and regional
platforms to create a highly visibly platform for the state.

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 Infrastructure:
Focusing on the core and linkage infrastructure and investing in strategically
focussed capacity to support development priorities.
 Tourism Services:
Building a critical mass of tourism workers, increasing technicalskills, strengthening
community entrepreneurial skills, augmenting managerial capacity to build a service
sector sensitive to tourists and tourism.
FUNCTIONS OF DEPARTMENT OF TOURISM
The departments of tourism’s three major functions are such as
• Hospitality wing
• Estate office duty.
• Tourism development
Hospitality Wing
The Department provides accommodation and transport to the State Guests including
VVIP,s and VIPs. It maintains 24 Guest Houses at Kovalam, Thiruvananthapuram,
Ponmudi, Attingal, Varkala, Kollam , Kottayam, Ernakulam, Aluva, Devikulam,
Munnar, Peermade, Cheruthuruthy, Idukki, Thrissur, Guruvayoor, Malampuzha ,
Malappuram, Kozhikode, Sulthan Bathery, Kannur, Kasargod, Yathri Nivas at
Thiruvananthapuram and Ernakulam and Kerala House at Kanyakumari and New
Delhi.
All reservations to these establishments are made through GAD (Political) Govt and
Secretariat, TVM. The Tourism Department has a fleet of luxury cars of various
models and brands to provide transport to the Ministers as well as guests.
Estate Office Duty
It is the responsibility of the Tourism Department to provide furnished Residential
Bunglows to the Ministers, Leader of Opposition , Chief Whip, Speaker etc. The
transport facility is also provided to the above by the Tourism Department.
Tourism Development
A shift in the emphasis from Hospitality Management to tourism planning
development and marketing was major charge in the department witness in the 1980.
The Budget pattern under went a sea change by the 1990 STO provide more Tourism
development.
The activities under this head can be broadly classified in to

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• Planning and Development
• Marketing and Promotion
• Support to other Agencies
As part of Tourism Development, new destinations are being identified and various
schemes are being implemented to develop them as important tourist spots in the
State. Department is providing assistance to DTPCs in all the districts.
Private sector investments need , encouragement from the Govt. Accordingly
Tourism was declared as an industry way back in 1986 and certain incentives were
offered for investment in this sector.
Functions of Tourist Offices
 Attending to personal and postal enquiries of Indian and foreign tourists.
 Collecting and compiling of detailed up to date information for
disseminations to tourists.
 Preparation of cyclostyled handouts containing information on places of
tourist interest.
 Assistance in expenditions clearence of travels formalities of tourist
arriving by air and sea.
 Issue of liquor permits, tourist introduction cards, railway forms etc.
 Making various arrangement for departmental guests.
 Rendering non financial assistance to important tourist groups, individual
tourists, travel writers, journalists etc.
 Publicity and tourist promotion by contributing articles to press and travel
magazines, film shows.
 Taking up problems of various section of the travel trade in order to ensure
that tourists face no difficulty what over. This involves liaison with various
central and state govt departments.
 Enquiries in to the complaints against shopkeepers, taxi drivers ...etc and
getting them refund where ever necessary.
 Liaison with archeological department, state government tourists
department and other local bodies for the main tendency and improvement
of tourist facilities.
 Arranging regular film shows at airports for a large number of tourists.

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 Distribution of tourist literatures to travel agencies, hotel counters etc and
also publishing tourists centered through display of posters at local points
etc.
 Inspection of hotel from time to time screening shops, “Shikar” agencies
travel agencies and can operators for approval and generally supervising
the servile of all branches of the travel trade.
 Allotting guides on rotation basis for tourists and travel agencies,
supervision of the quality services rendered by guides.
Effective marketing and promotional measures are essential to attract tourists and to
highlight Kerala as a distinct destination. For this, various measures such as media
advertisement, printing and distribution of multi-colour brochures, hospitality to
travel writer etc are being adopted.
As part of Tourism Development, new destinations are being identified and various
schemes are being implemented to develop them as important tourist spots in the
State. Department is providing assistance to DTPCs in all the districts.Private sector
investments need , encouragement from the Govt. Accordingly Tourism was declared
as an industry way back in 1986 and certain incentives were offered for investment in
this sector. .
VARIETY OF NEW PRODUCTS INITIATED
Dept of Tourism has sanctioned variety of projects related tourism through out the
State during the last months. Following are the major ones among this.
 Development of various tourist centres in Alappuzha District.
 Wayside Amenity Centre at Nilambur in Malappuram District.
 Gateway-terminal at Ashtamudi Backwaters , Tourist Facilitation Centre at
Aranmula.
 Overall development of Thazhathangadi, Meenachil river areas in Kottayam
District
 Development of Kslimsli in Idukki
 Development of Sreenarayanapuram waterfalls in Idukki district into tourist
spot.
 Kuyili tourism project at Painavu in Idukki.
 Renovation of Beach aquarium at Kozhikode.

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 Paaramparya art gallery at Kollam
 Second phase development of Jadayupara.
Others are ;
 Construction of Musical fountain at Akkulam.
 Adventure tourism at Kovalam and Poovar
 Improvement of Waterway from Akkulam to Veli
 Improvement of road to Edakkal cave side- protection works.
 Pay & Use toilet and Cloak room at Kovalam.
 Construction of Public Pay & Use toilet in various tourist centres at Kottayam
 Kovalam Tourist Destination – A detailed study
 Integrated development of Tourism
 Widening of road from Kovalam to ITDC Junction
 Development works at Veli and landscaping & connected works at Pizhikkara
 Pay & Use toilets at Adoor and Malayalappuzha

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FUNCTIONAL DEPARTMENTS OF TOURISM DEPARTMENT
OF KERALA
• MARKETING DEPARTMENT
• ACCOUNTING SECTION
• RESEARCH AND DEVELOPMENT / STATISTICS
• PLANNING DEPARTMENT
• INSPECTION DEPARTMENT
• ADMINISTRATION DEPARTMENT
• ENGINEERING DEPARTMENT
• HOSPITALITY SECTION
• RBS

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MARKETING DEPARTMENT
The market place is always dynamic in nature. It is always throw out fresh
challenges and companies have to respond to the challenges. An efficient marketing
department would determine the success of the organization.
MARKETING DEPARTMENT STRUCTURE
DIRECTOR
ADDITIONAL DIRECTOR GENERAL (ADG)
DEPUTY DIRECTOR
TOURIST INFORMATION OFFICERS
SENIOR CLERKS
LOWER LEVEL CLERKS
OBJECTIVES OF MARKETING DEPARTMENT
 In tourism department of Kerala the marketing department helps to build
brands, emphasizing quality assurances.
 Providing demand – driven information
 Competing at global level
 Collaborating on international and regional platform to create a highly visible
platform for the state.

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ACCOUNTING SECTION STRUCTURE
SENIOR FINANCE OFFICER
DEPUTY DIRECTOR
C&A 1 C&A 2 C&A3 C&A4 C&A 5
 C & A1 Preparing of non-plan bills , electricity, water and light usage bills by
the Department.
 C & A2 Preparing bills of visit arrangement, TA, DA, Medical claim billing,
contractual staffs payment bill at information centres and banglaws.
 C & A3 Payment of salary to all employees
 C & A4 Calculation and preparation of allowances, PF etc.
FUNCTIONS
 Preparation and maintenance of accounts
 Credit sales
 Payment of sales taxes/ luxury sales, service tax and expenditure tax.
 Maintaining payroll
 Payment to casual labourers or trainees
 Contractual payments.
 Payment of goods
 Preparation of pension
 Preparation of allowance fund for employe

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RESEARCH AND DEVELOPMENT/ STATISTICS SECTION
The research and development is a specific group of activities within a
business. The activities that are classified as R&D differ from company to company,
but there are two models.
In one model, the primary function of R&D is to develop new products; in the
othermodel R&D group is to discover and create knowledge about scientific and
technological topics for the purpose of uncovering and enabling development of
valuable new products. A well developed R&D Department would ensure the
competitiveness of the organization.
DIRECTOR
RESEARCH OFFICER
STATISTICAL ASSISTANT 1
STATISTICAL ASSISTANT 2
FUNCTIONS
• Conducting research oriented studies
• Overall development of tourism through research and new innovations.
• Conducting tourism based surveys.
• Conducting study about tourism inflow and outflow, country based analysis,
district based , destination based etc.

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PLANNING SECTION
To look after the planning and implementation of infrastructure projects
relating to touristic importance undertaken by the Department. One Statistical
Assistant is deputed from the Planning, Statistics & Evaluation Department under this
Section to look after all the statistical as well as plan matters relating to the
Department. Similarly one Surveyor has been deputed from DSLR, under this section
to look after the re-survey/ re-demarcation of the landed properties of this
Department. He also performs duties in Revenue Section.
FUNCTIONS
Business Classification:
 Classification of Restaurants
 Classification of Hotels
 Classification of Houseboats.
 Classification of Ayurveda Centres
 Classification of Home stays
 Approval of Serviced Villas
Incentives & Subsidies
 Eligible Electricity & Investment Subsidy Units – 2010
 Vazhiyoram Project
 Grihasthali – Guidelines
 Guidelines for sanctioning and distributing subsidies to Tourism related
projects.
 Guidelines for approval for amusement park, recreation centre or handicrafts
emporium.
 Subsidy of electricity tariff for specified tourism projects.
 Farm Tourism
 Planning of various tours & projects all over the state as well as the nation for
promoting tourism.
 Infrastructure development: focusing on the core and linkage infrastructure
and investing in strategically focused capacity to support development
priorities.

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 Some properties will be developed for creating tourist infrastructure by
spending State/Central Funds.
 Various tourist destination development and other facilities related to tourism
such as transportation facility, light, water facility etc.
Certification of Places
Certifications of tourist resources like “ Gold Star” and “ Silver Star” Certifications
for Houseboats, “Green Palm” Certifications for Eco-friendly measures, “Green Leaf”
Certifications for Ayurveda Centers, “STEP” Certification for Safe-To-Eat Places
Certification creates benchmarks for tourist spots and gives tourists an idea about
tourism credibility in terms of food, safety and services
ADMINISTRATION SECTION
Effective administration plays important role in the healthy functioning of an
organization. The general function of administration department is to provide support
for daily executive duties. The department plays a major role of an adviser and
assister to other departments of the organization. The administration department is
responsible for supervising the work done by the staff of the organization.
ADMINISTRATION SECTION STRUCTURE
DIRECTOR
SENIOR ADMINISTRATIVE OFFICER
SENIOR SUPERINTENDENT
E1 E2 E3 E4 E5

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E1 - Transfer/ posting of employees,
E2 - service book maintaining/ increment and all related works
E3 – disciplinary proceedings and other miscellaneous works
E4 – transfer & posting of last grade employees etc
E5 – pension, sanction of GPI & NRI etc.
FUNCTIONS
• All personal and administration matters of the employees of the organization.
• All transfers, posting of managers, unit heads and other employees.
• Sanction of leave, disciplinary proceedings, legal advice, pay revision,
gratuity, interpolations, selection and training of employees, engagement of
contract/casual workers, arrangement of security personnel, manpower
planning, training and development, performance appraisal, printing &
stationary, carrier and speed post etc are also handed.
Employees are recruited through KPSC, deputation of departments, direct
recruitment, contract or regular basis and employment exchange. The welfare means
provided by the organization are EPF, ESI Medical reimbursement, Labour Welfare
Fund, Co-operative society and General Insurance.
ENGINEERING SECTION
Maintenance of vehicles and providing vehicles to State Ministers and State
Guests are being monitored by an Executive Engineer from PWD (Mechanical) on
deputation basis. There are 3 Deputy Directors at the Directorate. One Deputy
Director is looking after the maintenance of Guest Houses and Residential Bungalows
of Minister’s and VIPs.
The Tourism Department has a fleet of cars of various models and brands to
provide transport to the guests as well as the Ministers, Speaker, Leader of Opposition
etc.

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EXECUTIVE ENGINEER (MECHANICAL)
HEAD CLERK
INFORMATION ASSISTANT
HEAD SHAUFFEUR
RBS (RESIDENTIAL BUNGALOW SECTION) & HOSPITALITY
WING
It is the responsibility of the Department of Tourism to provide furnished Residential
Bungalows to the Ministers, Leader of Opposition, Chief Whip, Speaker etc. It
maintains 24 Guest Houses at Kovalam, Thiruvananthapuram, Ponmudi, Attingal,
Varkala, Kollam , Kottayam, Ernakulam, Aluva, Devikulam, Munnar, Peermade,
Cheruthuruthy, Idukki, Thrissur, Guruvayoor, Malampuzha , Malappuram,
Kozhikode, Sulthan Bathery, Kannur, Kasargod, Yathri Nivas at Thiruvananthapuram
and Ernakulam and Kerala House at Kanyakumari and New Delhi.
All reservations to these establishments are made through GAD (Political) Govt and
Secretariat, TVM. The Tourism Department has a fleet of luxury cars of various
models and brands to provide transport to the Ministers as well as guests.

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RBS
ADDITIONAL DIRECTOR
DEPUTY SUPERINTENDENT
CLERKS
HOSPITALITY
ADDITIONAL DIRECTOR
SENIOR SUPERINTENDENT
DEPUTY DIRECTOR
CLERK 1 CLERK 2 CLERK 3 CLERK 4

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INSPECTION AND BUDGET SECTION
FINANCE OFFICER
(DEPUTATION FROM SECRETARIAT
INSPECTION OFFICER
I & B1 I & B2 I & B3 I & B4
• Functions of I&B1 and I&B2 are inspecting various guest houses, district
offices .
• Inspection is classified into internal and external. That is out of state, it is
external and within the State, it is internal.
• On the basis of this, inspections are held.

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SWOT ANALYSIS
The SWOT analysis helps organizations assess issues within and outside the
organization. The SWOT analysis, made up of an assessment of strengths,
weaknesses, external opportunities and threats from competition, provides an outline
for strategic decision-making.
PURPOSE
Small businesses, large corporations and individuals can utilize the SWOT analysis
process for evaluation. By adding a SWOT analysis in their business plans, small
businesses can better clarify their short- and long-range strategies. The SWOT
analysis, often found in marketing plans, becomes a useful tool for planning and
competitive analysis. Organizations often provide a SWOT analysis in a chart format
with each segment represented in a different quadrant.
STRENGTHTS
The strengths segment of a SWOT analysis provides an area to list everything done
right either individually or as an organization. This section contains both strengths
within the organization and external strengths, such as client relationships.
Organizations should seek to reflect their strengths honestly to maintain the integrity
of the SWOT analysis. Feedback from others can also provide clarification on
strengths captured in this segment of the SWOT analysis.
WEAKNESS
The weaknesses segment contains needed improvements within an organization or
personally. Group sessions can help organizations identify weak areas. Analysis in
this segment can provide a clear list of areas that need a development plan to remedy
the issues identified. Tools such as action plans and goal formation provide ways to

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improve weaknesses. From a competitive standpoint, organizations should attempt to
mitigate weaknesses as soon as possible since they can offer an undesired opportunity
to their competitors.
OPPORTUNITIES
Opportunities for improvement exist within all organizations. This makes the
opportunities segment of the SWOT analysis important. Within this segment,
organizations identify internal and external opportunities. To have a comprehensive
list, organizations sometimes use group facilitation to identify these opportunities.
Organizations can add both current and future opportunities to this segment of the
quadrant.
THREATS
By examining threats, such as new competitors in the market, organizations can
implement counter measures prior to the threat occurring. To ensure success,
organizations may need to deal with both future and present threats. For individuals
creating a SWOT analysis for personal development purposes, an example of a threat
such as job security problems, would reside in this section of the SWOT analysis.
SWOT ANALYSIS ON DIRECTORATE OF TOURISM
SWOT analysis on Directorate of Tourism can reveal its strengths,weaknesses,
opportunities and threats. This process helps us to know and clarifies the exact
position of Directorate of Tourism in Kerala.
STRENGTHS
 The catchy slogans for the campaign has gained immense popularity.
 The campaign programs has won several awards including the Das
Golden Stratton Award for Best Commercial, Pacific Asia Travel
Association Award, Best Tourism Film Award .
 The campaign has been able to achieve good media coverage.
 Recently the campaign has also been involved in digital marketing.
WEAKNESSES
 The campaign is not very popular outside India & hence limited
International tourists

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 The campaign excessively relies on its tagline for its appeal and
despite good advertising has limited brand recall
 Lack of awareness regarding tourism destinations in north Kerala
among International Tourists.
 Distance of destinations in North Kerala from current tourism hubs
around Kochi and Trivandrum Limited connectivity between
Kozhikode airport and airports in Europe and the US. Most of the
International flight connections operate to airports in the Arabian
Peninsula.
 Poor developments in interior parts of kerala where there is a large
scope for further growth and tourist attraction.
OPPORTUNITIES
 With domestic tourism flourishing in India, the campaign has a larger
pool of potential audience.
 Potential for development of established beaches such as Kappad ,
(with its historical association with Vasco Da Gama), Kozhikode,
Beypore, Payyambalam ,Kappil by improvement in basic amenities
 Development of water sports in appropriate locations near the beaches.
 Development of the Sarovarams.
 Kerala is naturally endowed to be a popular tourist destination, which
the campaign can leverage upon.
 Development in medical tourism for example clubbing our own
heritage ayurveda with tourism will automatically attract far more
number of tourists.
THREATS
 Need to manage the increase in tourists visiting the beaches around the
urban
 The campaign faces the threat of its shelf life expiring
 Other states are coming up with strong campaigns with strong brand
ambassadors.

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 Availability of adequate tourism manpower is a critical concern
expressed by private players operating away from main urban areas
(in destinations such as Bekal).
PORTERS FIVE FORCE’S ANALYSIS
Porters five force is used for the analysis of the competitive environment of
an industry.
This model is successful because it enables us to :
 Understand the industry and the nature of relations between the various
participants in the market in which the company operates.
 It helps to identify the performance and influence factors of the sectors.
 Evaluate how changes within an industry can affect its profitability.
Since an industry like tourism evolve in a competitive environment, differentiation
has become paramount and sometimes vital. In addition to being constantly careful
not to lose the current market position directorate of tourism has already acquired for
a strategic business unit (SBU), the organisation continually reaffirm its difference to
maintain and create its own competitive advantage.Developed in 1979 by Michael E
Porter a business strategy professor at Harvard ,the five forces model allows business
executives to an anticipate trends within an industry and changes in competition in
order to influence it by making strategic choices that will enable them to obtain or
maintain a competitive advantage .The five force model is an essential tool for
understanding the competitive structure of an industry .This simple analytical tool is

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effective for identifying the competitors in the broad sense of a company ,but also for
understanding how they can reduce its ability to generate profit .
PORTERS FIVE FORCE ANALYSIS IN TOURISM INDUSTRY
INDUSTRY RIVALRY: Highly fragmented industry with intense rivalry
Highly fragmented Industry
 Organized players would barely have 15-20% of the market place
 Most of the Organized players are present in metros and mini metros
 Large disposable incomes in towns like lucknow ,jaipur,Coimbatore
etc serviced by family run unorgnanized players
Industry rivalry is intense but cut throat
 Rivalry intense because of low switching cost,low levels of product
differentiation ,pershability of products diversity of rivals.
 Rivalry is not cut throat since exit barriers are not high ,fixed costs are
not high ,market growth is good.
THREAT OF SUBSTITUTES: low threat substitutes, as travel move up the list
of household priorities
Lot of possible substitutes ,threat of substitution low
 India is witnessing a growth of discretionary spend as % of income
 From 30% in 2005 to around 70 %by 2025 .Travel,being a discretionary
spend poised to gain.
Travel has moved up the list of household spending priorities
 Unlikely to be substituted by a durable purchase or investments
 Education and recreation will occupy 9% share of wallet in 2025 as
compared to 5% now.

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BUYER POWER: While buyers are fragmented their diminishing brand loyalty
and ability to switch (for most products) gives them reasonable buying power
 Buyers are fragmented
 Diverse retail buyers and corporate buyer profiles
 Switiching cost for buyers is not high as brand loyality is low/diminishing
 Credible threat of backward integration
Buyer can directly buy from suppliers (hotels, airlines etc)
 Luxury segment is brand conscious to and willing to pay a premium for great
experience and service quality.
SUPPLIER POWER: Supplier usually sell commodity products .concentration
and ability to sell direct gives power to suppliers like airlines. Other suppliers
are fragmented
 Forward integration by suppliers like airlines selling direct
 Attempts by suppliers to sell packages and complex itineraries not very
successful
 While suppliers concentrated in some areas like domestic airlines, there is
widespread fragmentation in hotels tour operators car rentals etc.
 There is no significant cost to switch suppliers and product like airlines, car
etc are fairly commoditized
 Travel agency cannot typically buyout suppliers like airlines.
BARRIERS TO ENTRY AND EXIT: While entry and exit barriers are low,
difficult to build scale because of lack of ready distribution channels
 Government regulation of direct FDI in retail restricts entry of foreign retailers
 There are low levels of proprietary travel knowledge and asset specificity.
 This makes it relatively easier for new players to enter industry and does not
provoke every aggressive rivalry from exsisting players.
 Low minimum efficient level allow entry of small start ups, however
significant scale is necessary to negotiate profitable deals
 Due to fragmented market ,travel agencies do not have access to ready
distribution channels

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 Online channel is growing at a rapid rate but is primarily selling air and rail
PESTLE ANALYSIS
Originally known as PEST Analysis, this is a macro environmental framework used to
understand the impact of the external factors on the organization and is used as
strategic analytical technique. PEST stands for "Political, Economic, Social, and
Technological” factors.
Francis Aguilar is referred to as the originator of this tool. He talked about ETPS –
Economic, Technological, Political, and Social– as the four important factors for
Scanning the Business Environment. Later Legal and Environmental factors were also
added by some analysts and thus evolved the term PESTLE Analysis.
Let us examine these factor in a bit more detail.
Political Factors affects the organizations in terms of government regulations and
legal issues and define both formal and informal rules under which the firm must
operate. Examples are:
 Political stability
 Tax policy
 Employment and labor law
 Environmental regulations
 Trade restrictions
 Tariffs

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Economic factors affect the business operations and decision making of the
organization.For example the predicted recession is preventing the organizations
from increasing the workforce . Other examples are:
 Economic growth
 Interest rates
 Inflation rate
Social factors refer to the cultural and demographic aspects of the environment. For
example increase in the health consciousness may affect the demand of the company’s
product. Other factor includes:
 Age distribution
 Population growth rate
 Emphasis on safety
 Career attitudes
Technological factors affect the cost and quality of the outputs. These also determine
the barriers to entry and minimum efficient production level. Factors include:
 Automation
 Technology incentives
 Rate of technological change
 R&D activity
Legal factors influence the company’s operation, its costs, and the demand for its
products. Factors include:
 Consumer law
 Antitrust law
 Employment law
 Discrimination law
 Health and safety law

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Environmental factors refer to ecological and environmental aspects such as
weather, climate, and climate change. Climate change is a hot topic these days and
organizations are restructuring their operations thus giving space to innovation.
USE
PESTLE Analysis is used to examine the current and future state of the industry an
organization belongs to. This helps in the strategic planning and gaining the
competitive edge over the other firms in that industry. This analysis can not only be
used for an organization as a whole but various departments can also be inspected
under this framework. For example, it makes more sense for a company with
diversified product range to analyze its departments separately than the organization
as a whole.Importance of the factors varies depending on the nature of the industry
and company. For example environmental factors are more important to tourism
sector where as economic and plotical factors are more important for the Banking
sector.
PESTLE ANALYSIS OF TOURISM INDUSTRY IN KERALA
POLITICAL
 Government is the backbone of the entire tourism industry and should support
the private players.
 Government should charges high rate of taxes on the luxury and the star
category hotels.
 A luxury tax of 10% followed by VAT and other service taxes of
approximately 10% (on food ,beverages,etc)makes hotel business in India very
costly.
 As the political environment is not conducive ,Kashmir and north east have
suffered from tourism revenue despite of the high potential they possess.
 Following godhra Riots,Gujarat experienced reduced tourists to the state.
 After years government decided to privatize airports and now India can boast
of good airports like IGI ,Delhi and Rajiv Gandhi International at Hyderabad.

36. 36
ECONOMIC
 Growth in income in most developing nations and more idle cash with citizens
of developed nations has increased tourism all over the world
 There have been more people coming into the country with cash than ever
before
 International tourists as well as domestic tourists have grown with time
 India has witnessed an amazing rise in the number of people travelling by air
in the last decade
 Luxury hotels have witnessed a spurt of tourists preferring to stay
SOCIAL
 From the late 60s to the early 80s when the hippy culture was at its height,
Goa was a heaven for such hippies. This had a ripple effect on the country
People became cautious, especially of the international tourists.
 However places like Kerala and Rajasthan have been able to strike a balance
between their own culture and demands of the international tourists and have
profited handsomely in the bargain.
 People themselves have started travelling and are willing to travel to a place
that is out of the way and exotic.
 Now places like Leh and Lakshwadeep are mentioned in the same breath as
Goa or Kashmir.
LEGAL
 With respect to taxation the world travel and tourism council has observed that
“tax paid by tourists in India is the highest in the world .Indian hotels charge
about 40% tax compared to other Asian countries where it varies between
3%and 6%
 Further there is considerable disparity between state level taxes ,especially on
food and beverages
 Sales tax on imported beverages stsnds at 63% in Karnataka and 28% in West
Bengal

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 Eco-tourism policies and guidelines and are being implemented on a voluntary
basis.
 The national policy on Tourism lays emphasis on sustainable development of
tourism.
 The wild life protection act 1972 the environment protection act 1986, and
prevention of cruelty to Animals Act 1986 are being implemented.
TECHNOLOGICAL
 Although technology does not seem to be a major influence at first glance ,it
plays a major part in the promotion of a place
 Travel companies have to now focus on search engine Optimization (SEO)
like never before to improve their visibility.
 Reading ,researching about a place ,flight and hotel bookings maps reviews
designing itineraryis done completely online by visitors before travelling
SWOT ANALYSIS
STRENGTHS
 India”s geographical location ,a culmination of deserts ,forests ,mountains,and
beaches.
 Diversity of culture i.e a blend of various civilizations and their traditions.
 Such diversity helps in selling niche areas of tourism like culture tourism ,food
tourism, herbal tourism, eco tourism,wildlife tourism and adventure tourism
 A wealth of archaeological sites and historical monuments.
WEAKNESS
 Lack of adequate infrastructure .The airlines in India ,for example ,are
inefficient and do not provide basic facilities at airports.the road condition in
India is very bad.India has one of the highest fatal road accidents in the world.
 A xenophobic attitude among certain sections of people .
 No proper marketing of india’s tourism abroad.
 There are many places where the images of India is one of poverty
,superstition and diseases.

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OPPORTUNITIES
 Allowing entry of more multinational companies into the country giving us a
global perspective.
 Growth of domestic tourism .the advantage her is that domestic tourism and
international tourism can be segregated easily owing to the difference in the
period of holidays.
 Selling niche areas of tourism owing to delivery of all sorts.
 Improved conditions of roadways could attract more people
THREATS
 Political turbulence or civil commotion taking place in neighbouring countries
that affect the image of entire South Asia
 Aggressive strategies adopted by other countries like Australia ,Singapore and
Canada in promoting tourism.

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FINDINGS
1. Tourism generates direct employment, it’s indirect effect ensures inclusive
growth of the local community
2. From a service sector, tourism has emerged as a leading export industry like
the Gems and Jewellery Industry, Information Technology and Engineering
Products.
3. Priority is accorded by both Central and State governments to give a major
fillip to tourism sector.
4. A new thrust is being given for providing tourist infrastructure of international
standard and marketing of destinations.
5. Arrangements of services such as travel, accommodation and food with ease
and comfort help in attracting repeat visitors and providing effective publicity
by word of mouth.
6. Tourism in the past was regarded as a religious or leisure activity. Now, the
improved connectivity, quality roads and easy access to tourist attractions,
booking, etc. have made travel easier.
7. The rate of arrival of tourists in our state is increasing year after year.

40. 40
CONCLUSION
Tourism refreshes the mind, brings happiness, relaxation, enjoyment and gives new
experience etc. to the tourists.For the development of tourism kerala government has
developed many innovative progremmes under tourism departmentin thre year 2012-
13. The Kerala tourism website is widely visited, and had been the recipient of many
awards. Recently the tourism department has also engaged in advertising via mobiles,
by setting up a WAP portal, and distributing wallpapers and ringtones related to
Kerala Tourism.
Tourism ensures an all round growth through economic multiplier effect which
percolates to various stake-holding sectors like the airlines, railways, surface
transport, cruises, hotels, telecommunication etc. Apart from generating direct
employment, it’s indirect effect ensures inclusive growth of the local community.
From a service sector, tourism has emerged as a leading export industry like the Gems
and Jewellery Industry, Information Technology and Engineering Products.
Therefore, priority is accorded by both Central and State governments to give a major
fillip to tourism sector. A new thrust is being given for providing tourist infrastructure
of international standard and marketing of destinations. Arrangements of services
such as travel, accommodation and food with ease and comfort help in attracting
repeat visitors and providing effective publicity by word of mouth. Tourism in the
past was regarded as a religious or leisure activity. Now, the improved connectivity,
quality roads and easy access to tourist attractions, ebooking, etc. have made travel
easier. Monotony of work, stressful lifestyle, and 3 desire to explore new places have
necessitated travel and tourism. The free trade and open-sky aviation policies have
also contributed to tourism growth. The pace of growth in recent times has left the
infrastructural facilities and availability of human resources lagging behind, thereby
leaving a challenge to match the growth and have futuristic and perspective plans in
place. Kerala Tourism is noted for its innovative and market focussed ad campaigns.
These campaigns have won the department numerous awards, including the Das
Golden Stadttor Award for Best Commercial, 2006 and Best Tourism Film,
2001.Catchy slogans and innovative designs are considered a trademark of brand
Kerala Tourism Celebrity promotions are also used to attract more tourists to the
State.

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SUGGESTIONS
1. Improve customer service facilities; Most of the foreign customers are
unsatisfied with the hospitality and service of the tourism department. So the
departments have to closely listen and understand the customer’s needs and
act accordingly.
2. Make tourism Kerala’s core competency sector
3. Promote and market Kerala tourism products at the national and International
level, thereby making Kerala a premier global tourism destination.
4. Rationalise tourism related legislations and policies of the Government so that
it is tourism friendly and promotes tourism growth
5. Active network building: There must be an active network between the
regional national and international tourism sectors so that it enables effective
and efficient communicaton in this sector
6. Strengthen the existing tourism infrastructure in the State.
7. Conserve and preserve the art, culture and heritage of the State
8. Exploit the tremendous unexploited potential for the promotion of Tourism.
9. Take measures to improve the facilities and quality of products and service
provided by the tourism sector so that it will gradually increase the average
spending by foreign as well as domestic tourists per day
10. Generate employment and enhance productivity of tourism sector of the state
11. Promote local participation in the tourism sector
12. Revamp the tourism information cell and its activities
13. Create awareness and tourism consciousness among the people in general and
among the taxi drivers, policemen, conductors, porters, customs and
emigration officers and others with whom tourists interact in particular,
thereby removing prejudices and misconceptions and to make Kerala society a
tourism friendly society.
14. Preserve the rich cultural heritage of the state
15. Maintain a feedback register which includes the suggestions from the tourists
to improve the quality of the product and services of tourism sector

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BIBLIOGRAPHY
Books
 Research and statistics department of tourism, (2006), Kerala Tourism
Statistics 2010,Thiruvananthapuram,c-apt printers (Page No.: 123-165)
 Research and statistics department of tourism, (2010), Kerala Tourism
Statistics 2010,Thiruvananthapuram,c-apt printers (Page No.:13-27)
 Research and statistics department of tourism, (2013), Kerala Tourism
Statistics 2013,Thiruvananthapuram,c-apt printers(Page No.:122-144)
Brochures & Reports
 Brochures and handbooks of Department Of Tourism & KTDC
 Annual report of Department of Tourism
 Tourism vision 2025
Websites
 www.keralatourism.org
 www.tourism.gov.in
 www.incredible india.org

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APPENDIX

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