This document discusses tourism marketing in India. It notes that tourism is a large industry in India, contributing over 6% to GDP. India receives over 5 million foreign tourists and 562 million domestic tourists annually. The tourism industry generated $100 billion in 2008, and is expected to grow to $275.5 billion by 2018. As tourism involves experiences that cannot be sampled, marketing relies on trust, relationships, and delivering value. Tourism is an intangible, inseparable service that varies depending on customers and locations. Marketing strategies include developing diverse tour packages, promotion campaigns, managing places and people, streamlining processes, and ensuring good physical customer experiences. The scope of tourism marketing could be expanded by promoting undiscovered locations.

1. Travel and Tourism
A service Marketing Perspective
By
Priyaranjan 52

2. Tourism in India
• 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.

3. 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

4. Tourism as a service
variable
Intangible Inseparable
Tourism
service

5. 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).

6. Tourism as a service
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.

7. The tourism marketing mix
product
price place
variable
Intangible Inseparable
Tourism
Physical
promotion service
evidence
people process

8. Product and Place
• Travel companies design tour packages
covering a wide range of tourist attractions at
different prices to attract diverse target
segments

10. Promotion
Incredible India campaign
• Advertisements in BAFTA, Grammy, Oscarsand
major European channels.
Major components of promotion
• Advertising
• Public relations
• Publicity
• Word of mouth

12. Place
• 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.

13. People
• 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.

14. Process
• Detailed and well documented procedures
for addressing every situation and service
context supported by infrastructure and IT
systems provide consistent and good quality
service.

15. Physical Evidence
• Good customer experience is extremely
important for generating repeat
business and also business from new
customer trough positive wor-of-mouth.

16. Conclusion
• Scope of marketing in tourism
• Lot of tourism places are not discovered
by tourism companies, if marketed will
add to the revenue.

17. References
Marketing Mastermind (Aug 2010)
http://pib.nic.in

18. THANK YOU