AHMEDABAD UNIVERSITY

AMRUT MODY SCHOOL OF MANAGEMENT CENTRE FOR CONTINUING EDUCATION AHMEDABAD

TOURISM INDUSTRY
PROJECT REPORT

Submitted for the fulfilment of requirement for 1 Year POST GRADUATE DIPLOMA IN MANAGEMENT (PGDM) Course under Ahmedabad University

A PROJECT BY:

ULLAS CHAUDHARI
P.G.D.M. (2012-13) ROLL NO: 01
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ACKNOWLEDGEMENT

I Ullas Chaudhari have a great pleasure and honour and take this opportunity to thank all those who have helped me and have provided able and smart guidance throughout the project. I sincerely thank to all Professor for providing me an opportunity to select and work on project on the following topic. I would like to thank for continuous support and encouragement throughout the project. I would also like to thank my friends and family for their support which was moral boosting at all times. I would also like to thank one and all who directly or indirectly helped me in my project.

Preface
I Ullas Chaudhari had a great pleasure in researching and studying about the different aspect of tourism and tourism marketing. While studying I came to know about the marketing implications in tourism industries. This project is to understand the current tourism scenario of the domestic as well as international market of tourism, to understand the implication of marketing principles in tourism sector and to identify the market potential of tourism.

Contents
1. INTRODUCTION .......................................................................................................................... 5 1.1. 1.2. 1.3. 2. SERVICES-THE CONCEPT ................................................................................................. 5 SALIENT FEATURES OF SERVICES ................................................................................. 6 SERVICES MARKETING - THE CONCEPT....................................................................... 7

TOURISM INDUSTRY ............................................................................................................... 10 2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 2.9 TOURISM-THE CONCEPT ................................................................................................ 10 TOURISM AS A SERVICE INDUSTRY ............................................................................ 11 TYPES OF TRAVELS ......................................................................................................... 13 DRIVERS FOR TOURISM .................................................................................................. 14 TOURISM INDUSTRY IN INDIA ...................................................................................... 14 TYPES OF TOURISMS IN INDIA...................................................................................... 18 Adventure tourism .................................................................................................................... 19 Wildlife tourism ........................................................................................................................ 20 Medical tourism ........................................................................................................................ 21 Pilgrimage tourism .................................................................................................................... 21 Eco tourism ............................................................................................................................... 22 Cultural tourism ........................................................................................................................ 22 SWOT ANALYSIS OF INDIAN TOURISM ...................................................................... 23 PESTEL ANALYSIS OF INDIAN TOURISM ................................................................... 24 INTERNATIONAL TOURISM SCENARIO ...................................................................... 25

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TOURISM MARKETING ............................................................................................................ 29 3.1 3.2 MARKETING MIX .............................................................................................................. 30 MARKET SEGMENTATION ............................................................................................. 41

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STUDY OF ANDHRA PRADESH .............................................................................................. 48

1. INTRODUCTION
Services play an important role in economies of nations and in world commerce. No economy can function without the infrastructure that provide in the form of transportation & communication and government services such as education and health care. Service is not a new concept. It was existed before also but many people were engaged in agriculture and industry. Services or service sector started growing in India in 1980s. Today service industries are the sources of economic leadership. During the past 30 years more than 44 million new jobs have been created in service sector to absorb the influx of women in workforce and to provide an alternative to the lack of job opportunities in manufacturing. The service industries contributed 56.4% to the GDP in 2011 and now it account for approximately 65-70% of the national income of the India.

1.1.

SERVICES-THE CONCEPT

Services are economic activities offered by one party to another. Often time-based, performances bring about desired results to recipients, objects, or other assets for which purchasers have responsibility. In exchange for money, time, and effort, service customers expect value from access to goods, labour, professional skills, facilities, networks, and systems; but they do not normally take ownership of any of the physical elements involved. Service is rather difficult to define in isolation. Almost everyone agrees that service is intangible, but which goes on to produce tangible results or output. It, in other words acts like a facilitator. Those activities that provide time, place or psychological utilitarian benefits are called services. The American Marketing Association defines services as services are activities, benefits or satisfactions which are for sale are provided in connection with the sale of goods. This definition implies that services are activities or benefits and we find their uses for selling products which may be tangible or intangible. Christopher Lovelock defines service as services are economic activities that create value and provide benefits for customers at specific times and places as a result of bringing about a domestic desired change in or on behalf of -the recipient of the services.

1.2.

SALIENT FEATURES OF SERVICES

Services have some salient features which necessitate a new vision and a distinct approach to market it effectively and profitably. Sometimes these features make it difficult to make a decision. These features are as follow i.

Intangibility: Services cannot be physically examined because It is something that

we cannot see. Instead. it is something that we feel or experience after an execution of a particular action. When you visit a hotel for instance, its not just the exceptional rooms that matters but the kind of treatment you will receive from the hotel staff that matters most. That "certain treatment" can affect the experience of the guest during his stay in that hotel. In short, whats the point of a hotel having exceptional rooms if it's infested with unfriendly staff?

ii.

Perishability: Tangible products have expiry dates or carry a best before tag in
their labels. Services do not have expiry dates because once you execute a service it must be consumed immediately. Also, services cannot be resold or returned as compared to manufactured goods.

iii.

Inseparability: Services are not of separable nature that means services are created
and supplied simultaneously. Like the doctors, musicians and so on create service and offered service at same time. In other words services are sold and then produced and consumed.

iv.

Heterogeneity: A manufacturer can produce millions of soap bars with the same
size, same scent and same quality. Unlike services, you cannot deliver an identical service to all you clients. An employees execution of services towards his clients may be influenced by many factors. A receiving clerk may be very friendly early in the morning but may be a bit cranky in the afternoon.

v.

Ownership: Unlike the goods, the ownership in services cannot be transferred. The
users have just an access to the service. For instance a consumer can only use Medicare services or hotel room however the ownership rests with the providers.

1.3.

SERVICES MARKETING - THE CONCEPT

More companies are offering intangible service solutions that require expanded marketing consideration beyond conventional product marketing. We term marketing a function by which a marketer plans, promote and deliver goods and services to the customers. In the marketing of services, the providers are supposed to influence and satisfy the customers or users. The application of marketing principles in the services is the main factor in service marketing. We cant deny the fact that service marketing has increased importance in the 21st century. The emergence of a number of services generating organisation in almost all the areas engineered a strong foundation for the development of services marketing. Marketing a service is means marketing something intangible. It is marketing a promise. It is more selling yourself and selling promise is a complicate task of marketers since they find it difficult to identify the stage or time where the services start degenerating or where the promises fall. Services marketing typically refer to both business to consumer (B2C) and business to business (B2B) services, and includes marketing of services like telecommunications services, financial services, all types of hospitality services, car rental services, air travel, health care services and professional services. Marketing a service becomes difficult because of the features of services. Intangibility complicates the task of service provider. A service provider has to be quick to minimise the economic waste which is due to its perishability. The promoter or service provider has to bear the responsibility of removing or minimising the gap between the services promised and service offered. The marketing mix -- or the four P's of marketing (product, place, price and promotion) -- is relevant in marketing services as well as products. However, services marketing require consideration of three additional marketing elements as well that 3Ps are people, physical evidence, and process of services.

REASONS FOR GROWING SERVICE MARKETING i. ii. iii. iv. v. Upward trend in the disposable income Increasing Specialisation Growing Fashion Professionalism in Education High consumers expectation

Today in market we have number of services in which we find enough potential to serve the society. This service can be a productive if the policies and strategies are innovated. Now a days we can see a major change in banking service, transportation service, travel and tourism service, communication service, hospital service whereas the hotel service, entertainment service have huge potential.

From the all services I have chosen Tourism service for my detailed project study. Tourism is one of the emerging industries of the economy. Many countries have understood the potential of this industry. Today tourism has become almost a part of our life. It has grown to such extent that it is contributing substantially to the national economy. It also brings foreign currency in economy. The promotion of tourism as industry serves multi-pronged interests, such as promoting our art and culture, interaction between different religions, exchange of views, and so on.

2. TOURISM INDUSTRY

2.

TOURISM INDUSTRY

Let us see some basic concepts related to tourism2.1 TOURISM-THE CONCEPT The derivation of the word "tourism" originated from a combination of the Latin tornare and the Greek tornos, which mean a lathe or circle. In modern English, with the suffix -ism (an action or process), the meaning of the word tourism became the action of movement in a circle. We can imagine a round-trip from this meaning: one leaves home for a particular destination, then returns home again. Likewise, by adding the suffix -IST (a person who performs an action), we can derive the word "tourist", the person who takes such a trip. Although the general meaning of the word tourism is known by all, defining tourism precisely is not an easy task. Many scholars have define tourism as-Tourism refers to the phenomena and relationships arising from the travel and stay of people away from their home from their normal home for a variety of purposes.

Tourism is a pleasure activity in which money earned in ones domicile is spent in the places visited.

Tourism is an activity involving a complex mixture of material and psychological elements. The materials one are accommodation, the attractions and entertainment available. The psychological factors include a wide spectrum of attitudes and expectations.

The following points emerge from the above mention definitions Tourism is a pleasure activity concern with utilisation of leisure hours.
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 It is a temporary movement of people. It is an activity involves material and psychological elements.

TOURIST-THE CONCEPT
The origin of the word tourist dates back to 1292 AD. It has come from the word tour. Tourist can be defined as the voluntary temporary travellers, travelling in the expectations of pleasure from the novelty and change experienced on a relatively and non-recurrent round trip. This definition does not consider the person travelling for business purpose. TOURIST ARE NOT The persons arriving without a work to take up an occupation. Persons coming from the rural areas to the urban. Students in boarding. Persons domiciled in one country and working in adjoining country. Persons passing through a country without stopping. 2.2 TOURISM AS A SERVICE INDUSTRY Tourism as a service industry comprises of several allied activities which together produce the tourism product. Involved in the tourism product are three major sub-industries. They are: 1. Tour operators and travel agents. 2. Accommodation sector (hoteling and catering) and 3. Passengers accommodation.

According to international estimates, a tourist spends-

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Expenses expenditure 35% 40% 25%

in

of

total Area

Transportation Lodging and food Entertainment, incidentals. shopping and

The product in this case is not confirmed to travel and accommodation but includes a large array of auxiliary services ranging
from insurance and entertainment and shopping demand generation, in addition to the consumer motivation, is also heavily dependent upon powerful persuasive communication both at the macro (country) level and the micro (enterprise) level. The participants in the process of this service business can be illustrated by the figure below.

Some of the pointers to nature of tourism as a Service Industry The highest growth rate in tourism in recent years has been in the third world. Tourism accounts for nearly 6% of world trade. Bulk of tourism business is located in Europe and North America., with 1/8 of the market being shared between the other regions. Tourism, like most pure services, because of the character of inseparability, exemplifies a product, which cannot be sampled before purchase; the prospective consumers have to travel to a foreign destination in order to consume the product.

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The major players in the tourism market include a number of intermediary companies. Some of them transnational in character, some of them exhibit

vertical integration, both backward and forward, acquiring interests in all major sectors of this service industry. FACT-The tourism sector is the third largest foreign exchange earner.

2.3 TYPES OF TRAVELS In relation with a country, the following are the forms of tourism can be distinguished: Domestic Tourism: This takes place when the resident citizen of one country travels only within the country. For instance Mr. X from Pune making an itinerary that includes Delhi, Madhya Pradesh, and Goa. Inbound Tourism: This involves the travel of non-resident be a foreigner or national resident in the given country- in that country, after arrival from another country. For example a group of Americans coming in India for a holiday. Outbound Tourism: This takes place when residents of a country travel to another country. For example Mr. X of Mumbai takes a package tour of Australia and visit there.

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Facts & Figures In India, domestic tourists are the largest i.e. over 100 million. The revenue from a domestic tourism may not be in comparable in value of international terms but it is one of the drivers of the Indian economy. The Inbound Tourism in India is reached at its best- figured at 2.5 million. 2.4 DRIVERS FOR TOURISM Continuing world prosperity. Growing recognition of tourisms contribution to employment and economic growth. Availability of better infrastructure. Focused marketing and promotion efforts. Liberalization of air transport. Growing intra regional cooperation. A growing number of Public-Private-Partnerships.

2.5 TOURISM INDUSTRY IN INDIA Indias tourism industry is experiencing a strong period of growth, driven by the increase Indian middle class, growth in high spending foreign tourists, and coordinated government campaigns to promote Incredible India. The tourism industry in India is substantial and vibrant, and the country is fast becoming a major global destination. Indias travel and tourism industry is one of them most profitable industries in the country, and also credited with contributing a substantial amount of foreign exchange. This is illustrated by the

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fact that during 2006, four million tourists visited India and spent US $8.9 billion. Several reasons are cited for the growth and prosperity of Indias travel and tourism industry. Economic growth has added millions annually to the ranks of Indias middle class, a group that is driving domestic tourism growth. Disposable income in India has grown by 10.11% annually from 2001-2006, and much of that is being spent on travel. Thanks in part to its booming IT and outsourcing industry a growing number of business trips are made by foreigners to India, who will often add a weekend break or longer holiday to their trip. Foreign tourists spend more in India than almost any other country worldwide. Tourist arrivals are projected to increase by over 22% per year through till 2010, with a 33% increase in foreign exchange earnings recorded in 2004. The Tourism Ministry has also played an important role in the development of the industry, initiating advertising campaigns such as the 'Incredible India' campaign, which promoted Indias culture and tourist attractions in a fresh and memorable way. The campaign helped create a colourful image of India in the minds of consumers all over the world, and has directly led to an increase in the interest among tourists.

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The tourism industry has helped growth in other sectors as diverse as horticulture, handicrafts, agriculture, construction, hotel industry, entertainment sector, hospitality and many more. Both directly and indirectly, increased tourism in India has created jobs in a variety of related sectors. The numbers tell the story: almost 20 million people are now working in the Indias tourism industry. Indias governmental bodies have also made a significant impact in tourism by requiring that each and every state of India have a corporation to administer support issues related to tourism. A new growth sector is medical tourism. It is currently growing at around 30% per annum. Medical tourist arrivals are expected to reach one million soon. Indias unmatched variety of cuisine is becoming increasingly popular in the world and will be developed as a special attraction. It is proposed to create a highly skilled workforce of culinary professionals through an innovative incentive scheme not only for India but also topromote Indian cuisine internationally.

The tourism industry of India is based on certain core nationalistic ideals and standards which also reflects the quality dimension RATER : Swaagat or welcome (tangibles),

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Sahyog or cooperation (empathy), Soochanaa or information (reliability and responsiveness), Sanrachanaa or infrastructure, Suvidha or facilitation(tangibles), Safaai or cleanliness (tangibles) and Surakshaaor security (assurance).

Svagat (swagat) Sanrcna (sanrachna) Sahyog (sahyog)

surkxa (suraksha)

Ideals of Indian Tourism

sucna (soochna)

sfa (safaai)

suvi2a (suvidha)

The following table provides the major tourist attractions in India by state: Tourist Attraction StateCharminar Kaziranga National Park QutubMinar Shimla Hyderabad, Andhra Pradesh Assam Delhi Himachal Pradesh

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Dal Lake Golden Temple Badrinath Temple Church and Mangueshi Temple Kovalam Beach

Jammu and Kashmir Amritsar, Punjab Uttarakhand Goa Kerala

CURRENT FIGURES OF INDIAN TOURISM 2008 FTA Arrival) FEE (Foreign Exchange Rs.50730cr Rs. 54960 cr (Foreign Tourist 5.28 million 2009 5.11 million

Earning) Domestic Tourism 563 million 650 million

Data show that domestic tourism registered an impressive growth of15.5% in 2009 in spite of economic recession and other adverse factors fortourism. On the contrary, FTAs registered a decline of 3.3% and increased in FEE. This brings out the importance ofdomestic tourism in the overall tourism development in the country. 2.6 TYPES OF TOURISMS IN INDIA All types of tourism in India have registered phenomenal growth in the last decade ever since the Indian government decided to boost revenues from the
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tourism sector by projecting India as the ultimate tourist spot.

The reason why India has been doing well in all types of tourism in India is that India has always been known for its hospitality, uniqueness, and charm attributes that have been attracting foreign travellers to India in hordes.

The result was that in 2004, foreign tourists spent around US$ 15.4 billion during their trips to India. Being a country with tremendous diversity, India has a lot to offer in terms of tourism and related activities. The diversity that India is famous for, ensures that there is something to do for all tourists in India, no matter what their interests.

Adventure tourism As a kind of tourism in India, adventure tourism has recently grown in India. This involves exploration of remote areas and exotic locales and engaging in various activities. For adventure tourism in India, tourists prefer to go for trekking to places like Ladakh, Sikkim, and Himalaya. Himachal Pradesh and Jammu and Kashmir are popular for the skiing facilities they offer. White water rafting is also catching on in India and tourists flock to places such as Uttranchal, Assam, and Arunachal Pradesh for this adrenalin-packed activity.

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 Wildlife tourism India has a rich forest cover which has some beautiful and exotic species of wildlife some of which that are even endangered and very rare. This has boosted wildlife tourism in India. The places where a foreign tourist can go for wildlife tourism in India are the Sariska Wildlife Sanctuary, Keoladeo Ghana National Park, and Corbett National Park.

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 Medical tourism Tourists from all over the world have been thronging India to avail themselves of cost-effective but superior quality healthcare in terms of surgical procedures and general medical attention. There are several medical institutes in the country that cater to foreign patients and impart top-quality healthcare at a fraction of what it would have cost in developed nations such as USA and UK. It is expected that medical tourism in India will hold a value around US$ 2 billion by 2012. The city of Chennai attracts around 45% of medical tourists from foreign countries.

Pilgrimage tourism India is famous for its temples and that is the reason that among the different kinds of tourism in India, pilgrimage tourism is increasing most rapidly. The various places for tourists to visit in India for pilgrimage are Vaishno Devi, Golden temple, Char Dham, and Mathura,Vrindavan.

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 Eco tourism Among the types of tourism in India, ecotourismhas grown recently. Ecotourism entails the sustainable preservation of a naturally endowed area or region. This is becoming more and more significant for the ecological development of all regions that have tourist value. For ecotourism in India, tourists can go to places such as Kaziranga National Park, Gir National Park, and Kanha National Park.

Cultural tourism India is known for its rich cultural heritage and an element of mysticism, which is why tourists come to India to experience it for themselves. The various fairs and festivals that tourists can visit in India are the Pushkar fair, TajMahotsav, and SurajKumbmela.

Village tourismwill be promoted as the primary tourism product of India to spread

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Tourism and its socio-economic benefits to rural areas.

The types of tourism in India have grown and this has boosted the Indian economy. That it continues to grow efforts must be taken by the Indian government, so that the tourism sector can contribute more substantially to the nations GDP. 2.7 SWOT ANALYSIS OF INDIAN TOURISM Strengths Indias geographical location is a culmination of forests, deserts, and mountains and beaches. Diversity of culture i.e. a blend of various civilizations and their traditions. A wealth of archeological sites and historical monuments

Weakness Lack of basic hygienic amenities at halting points Lack of sound marketing and promotion strategies Poor maintenance of heritages Issues regarding security and harassment Non standardization of rates and fare Poor Transportation

Opportunities More proactive role from the government of India in terms of framing policies. Allowing entry of more multinational companies into the country giving us a global perspective.

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 Growth of domestic tourism is one of the factors of the development of the tourism industry. Employment Opportunity. World cup 2010

Threats Economic conditions and political turmoil in other countries affects tourism. Aggressive strategies adopted by other countries like Australia; Singapore in promoting their tourism affects Indian tourism. 2.8 PESTEL ANALYSIS OF INDIAN TOURISM Political Factors Religious intolerance. Relations with neighboring countries. Lack of international representation. Hotel industry getting government incentives. Terrorism and Security. Economic Factors More disposable income with people. Low-cost airlines: more air-travelers. Tourism contributing substantially to Indias GDP. Higher economic growth. Social and Cultural Factors Many festivals throughout the year. Indias diverse culture, tradition, cuisine, etc.
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 Exhibitions, trade fairs etc. Indias rich history. Historical monuments, Museums, etc. Technological Factors Poor facilities at airports and stations. Growth of E-Tourism. New transportation methods. New land bridges. Environment Factors Pollution. Clean drinking water and related issues. Cleanliness of the areas or destination. Legal Factors Issues related to passport and visas

2.9 INTERNATIONAL TOURISM SCENARIO Tourism has emerged as the largest service industry globally in terms of gross revenue as well as foreign exchange earnings. The present annual global income from tourism (international and domestic) is nearly US$13 trillion, an amount more than the GNP of all countries except the United States. According to the World Tourism Organisation (WTO), the number of international travellers has risen to more than 500 million per annum, which means that one out of every ten inhabitants of this planet is a tourist. With

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rapid developments in the field of transport and communications, the global tourism industry is likely to double in the next decade. WTO forecasts that there will be 702 million international arrivals in the year 2000, that arrivals will top one billion in the year 2010 and that by 2020, international arrivals will reach 1.6 billion nearly three times the number of international trips made in 1996 which was 592 million. The 21st century will see a higher percentage of the total population travelling, especially in developing countries, and people will be going on holidays more often, sometimes two, three or four times a year. Travellers of the 21st will also be going farther and farther. The Tourism 2020 vision forecast predicts that by 2020 one out of every three trips will be long haul journeys to other regions of the world. Long-haul travel is expected to increase from 24% of all international tourism in 1995 to 35% of all international traffic arrivals by the year 2020. Tourism is the industry of industries and has a great multiplier effect on other industries. Tourism serves as an effective medium for transfer of wealth because here income earned in places of residence is spent in place visit. It is the highest generator of employment. A total of 212 million persons are now being employed globally through direct and indirect opportunities generated by this industry. This means that out of every nine persons, one person earns a living from tourism. For every million rupees of investment 13 jobs are created in manufacturing industries, 45 jobs in agriculture and 89 jobs in hotels and restaurants. Tourism is therefore considered to be an important area for intensive development for all governments. As the fastest growing foreign exchange earner, especially in developed countries, it is being given priority attention.

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Summary of the above details

The tourism & travel industry is the world's number-one industry, contributing to 10% of the world's economy!

Tourism is not just one industry; it is many industries in one. Worldwide travel and tourism create a new job every 10 seconds. Out of every nine persons, one person earns a living from tourism. One out of every ten inhabitants of this planet is a tourist. Travel is expected to grow 50 percent faster than any other sector of world employment.

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TOP 10 INTERNATIONAL DESTINATIONS IN 2008 (International Tourist Arrivals) Rank Country International Tourist Arrivals (mn) 1 2 3 4 5 6 7 8 9 10 France United States Spain China Italy United Kingdom Turkey Germany Malaysia Mexico 74.274.2 mn 54.4 52.2 50.9 43.2 28.0 25.5 24.2 23.6 21.5

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3.

TOURISM MARKETING

It is essential that we should consider three aspect while defining tourism marketing, the first generation of profits by tourist organisation, second is world class services to the tourists which help in satisfying them and the third is positive contribution of tourist organisations to the process of social transformation and ecological balance. Krippendorf defines Tourism Marketing as, Marketing in the tourism is to be understood as the systematic and co-ordinated execution of business policy by tourist undertakings whether private or state, owned at local, regional, national and international levels to achieve the optional satisfaction of the needs of identifiable consumer groups and in doing so achieves an appropriate return. Burkart and Medlick states, Tourism marketing activities are systematic and co-ordinated efforts extended by National Tourist Organisation and/or tourist enterprises at international, national and local levels to optimise the satisfaction of tourist groups and individuals in view of sustained tourism growth. In simple words Tourism marketing means providing a service to consumers in order to have information available about location and to satisfy their needs and wants to attract more visitors Differences between tourism marketing and other services The marketing of services dependent much on interdependence of Marketing, Operations, and Human Resources. The differences between tourism marketing and other services are-

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i.

principal products provided by recreation/tourism businesses are recreational experiences and hospitality,

ii.

instead of moving product to the customer, the customer must travel to the product (area/community),

iii.

travel is a significant portion of the time and money spent in association with recreational and tourism experiences, is a major factor in peoples decisions on whether or not to visit your business or community. 3.1MARKETING MIX

iv.

James Gulliton described the marketing executives as a mixer of ingredients. This inspired Prof. Neil Borden to coin a new terminology in the marketing literature, i.e. marketing mix. He was of the view that without the help of quality sub-mixes, the marketing executives would hardly be successful in the accomplishing the organization goals. This engineered a sound foundation for the frequent use of term marketing mix in which initially the four sub mixes were included, such as the Product mix, Price mix, place mix, and the Promotion mix. Gradually, we find inclusion of some other mixes, such as People, Process and Physical Evidence. While going through the marketing mix for the tourism services, I cover all the sub-mixes. FORMULATION OF MARKETING MIX FOR THE TOURIST ORGANISATION 1. THE PRODUCT MIX Every product is aimed at some market and its marketing success depends essentially on its compatibility with customer needs and their demand or its fit with the market. It is essential that the product offered to a target market must satisfy the users. The product here refers to the tourism service offering. The service (tourism) product is a non- material intangible thing. Although
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service (tourism) products are intangible, there are certain physical characteristics which consumer will assess in their evaluation of the product choice. As an industry, tourism has many components comprising the overall "travel experience." Along with transportation, it includes such things as accommodations, food and beverage services, shops, entertainment, aesthetics and special events. It is rare for one business to provide the variety of activities or facilities tourists need or desire.This adds to the difficulty of maintaining and controlling the quality of the experience. To overcome this hurdle, tourism related businesses, agencies, and organizations need to work together to package and promote tourism opportunities in their areas and align their efforts to assure consistency in product quality. Thus the formulation of tourism product becomes a bit difficult for marketers. The tourism product include-

Tourism Product

Accommodation: Five star, Three star, Two star, cottages, havelis, rent house

Recreation: Theatre, Pubs, Night Life, Music, Get together

Restaurant: Westerns, Indian, etc

Attraction: Natural scenes, Historic places, Parks, Lakes, Artificial beauties, etc.

Transportation: Airways, Roadways, Railways, Seaways (cruise)

Shopping: Artistic, handicrafts, handloom, garments, Jewellery, etc

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The formulation of a product mix thus becomes an important task for marketing the tourism services profitably. The development of accommodation facilities by opening new classified and unclassified hotels, the channelisation of safe, comfortable and fast transportation facilities, availability of sophisticated communication of facilities at tourist sites and hotels, the taste oriented restaurants are some of the important components of an optimal product mix gravitating due attention of tourist organisation s. We cant negate that the tourism product is quite complex one, since it comprises a place (a holiday destination), services (a tour operators package incorporating the temporary use of an airline, hotel room, and sometimes other facilities) and on occasion certain tangible product such as free flight bags or a complementary gifts to encourage booking. Some of the salient features of Tourism Product Highly Perishable Is a service product Intangibility complicates the task of marketers Need adequate infrastructure facilities The users are a heterogenous group of people The factors affecting a Tourism product Destination Mode of transportation- airline, road and rail transport Tour operators Hotel or resort representative 2. THE PRICE MIX Pricing in tourism is a fairly complex issue because the price eventually paid by the consumer may be made up from the prices charged by various
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independent service provider such as transportation, accommodation, communication, etc or in the case of, say, a package tour. Thus the entrance fee charged at the entrance becomes insignificant when we talk about the pricing decision. We accept the fact that a change in the hotel tariffs, airfare structure or transportation cost influence the pricing structure vis-a-vis travelling decision. Variations in the level demand cause further complications in tourism pricing, particularly due to seasonality. The stimulation of demand makes it essential that pricing strategy simplifies the process of motivation. This necessitates using pricing as a motivational tool. Pricing policy decisions will be directed by strategic objectives. If the companys objective is the market penetration then the prices must be set very competitively to appeal to the largest possible number of potential consumers. If, on the other hand, a firm is pursing niche strategy, catering to the luxury market in exclusive, high value, tourism services, then prices should reflect this promotion and advertising can be used to differentiate the product on an exclusivity basis and premium prices may be charged. Providers of tourism products and services will almost always be faced by high levels of fixed cost, leading to variants of cost-plus pricing or returnon-investment as key determinants of pricing levels. It is also important, however, to have a clear understanding of factors affecting pricing sensitivity, and to include pricing tactics which exploit such sensitivity fully. For example, it may be possible to differentiate service levels and offer higher priced value added services, as in business-class air travel. Similarly, seasonal demand variations should be consider in price setting. Factors affecting pricing of tourism product are-

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 Cost Demand Competition Duration Mode of transport Peak/Non-peak season Destination The tourist organisation set prices in line with the quality of services to be made available to the customers and the type of customers they are targeting.They are required to think in favor of discounting price. These may include discounts for cash payments, seasonal discounts, trade discounts etc. But while offering the discounts, it is not to be forgotten that it may also create image problem since some of the value sensitive tourists may doubt the quality.

3. THE PLACE MIX In the tourism industry, the distribution problem the distribution problem is concerned with the transmission ofinformation about the services to the concerned users. As and when the bookings are made, the information regarding confirmation and cancellation become essential and a sound distribution system makes it possible. Distribution management is concerned with two things: availability and accessibility. If tourism marketing management is to be certain at their products and services are both available and accessible to target market, they must design a channel strategy that will be effective. In order too do this, research must be undertaken to determine how and where potential
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customers prefer to buy tourism products and services. Channels that consist of all the intermediaries between the original service provider and the consumer must be chosen to maximise distribution effectiveness. Most tour operators sell their services through travel agents, however some deal directly with the consumers and eliminate middlemen. For example, Thomas Cook has its own branches situated throughout the country so they are easily accessible. The customer, in the travel and tourism industry, has to go to the service provider. Hence strategic locations are very important for Thomas Cook. Other companies may also utilize more than one method of distribution. Location: Transport also plays a major role in the tourism industry. It makes the destinations accessible to people from around the world. Also, in the case of tangible products in tourism such as souvenirs and cuisine, transportation becomes a major logistical component.

4. THE PROMOTION MIX The aims of promotion falls into three main categories: to inform, to remind and to persuade. It will always be necessary to inform prospective customers about new products and service, but other issues may also need this type of communication to customers; new uses,prices changes, information to built consumer confidence, and to reduce fears,full description of service offering and image building (of destinations)are examples. Similarly, consumers may need to reminded about all this type of issues, especially in the off peak season. Promotion design to persuade

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consumers will be inline with specific objectives .For example to encourage switching or to build preference. In tourism industry, Hotel owners and airlines will need to promote their services to tour operators (who are, in effect, wholesalers of travel services and products) as well as promoting service to end users and independent travellers. Similarly, tour operators will want to ensure that travel agents sell their services in a positive manner, and will therefore want to advertise to the agents the benefits of selling their tours (perhaps in terms of higher commission). Developing a promotional campaign is not a science with hard and fast rules. Making decisions regarding which type or combination of promotion types to use (personal selling, advertising, sales promotions, or publicity) is not always easy. If, however, you follow a logical process and do the necessary research, chances for success will be improved. It will be necessary to make decisions regarding: (1) Target audience---the group you are aiming at; (2) Image---that which your community or business wants to create or reinforce; (3) Objectives---those of the promotional campaign; (4) Budget---the amount of money available for your promotion; (5) Timing---when and how often should your promotions appear; (6)Media---which methods (television, radio, newspaper, magazine) will most effectively and efficiently communicate your message to the target audience; and

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(7) Evaluation---how can the effectiveness of the promotional campaign be determined. The various dimensions of tourism promotion are as follows: Advertising Publicity Sales promotions Word-of-mouth Personal Selling Telemarketing Exhibitions

5. THE PEOPLE Role of people is very important in any service. Any sophisticated technology cant deliver goods to the development process without the employee who operating and maintaining these technology. Every invention and innovation is the result of our dedication, perfection, and commitment. These facts make it clear that technologies need due support of human resources who invent, innovate and develop technologies. Therefore marketing experts have been found makingstrong advocacy in favour of treating people as an independent submix of the marketing mix. People are the centre for Tourism. It is more a human intensive sector. For hospitality and guest relations it is very important to focus on people. It also plays a vital role in quality control, personal selling, and employee moral. The tourism industry is an amalgam of the services of a lot of people and hence this industry cannot work efficiently if the travel agents, tour operators and travel guides lack world class professional excellence. Of
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course the offices of travel agents depend on the new technology but after all employees and the other staff contribute significantly to the process. The travel guides need professional excellence since the projection of a positive image regarding a destination in particular requires their due cooperation, failing which even the world class services offered by the travel agents are found meaningless. The tour operators also need to manage human resources efficiently. In the management of people, the related organizations are required to think in favour of developing an ongoing training program so that we find a close relation between the development of technologies and the quality of personnel who are supposed to operate and maintain the same. They need a lot of credentials to fulfill the expectations of the customers. The organization has to make the environmental conditions conducive and focus has to be laid on the incentives to the employees for energizing the process of performance orientation. Employee orientation requires due weightage to efficiency generation, value-orientation and perfection. In the tourism industry the travel agents and the travel guides are the two most important people who speak a lot about the industry. Hence it is imperative that they have to be at their best at all times. Travel guides especially, are expected to have a lot of patience, good sense of humour, tact to transform the occasional tourists into habitual ones, thorough knowledge of the places, linguistic skills etc. The Government plays an important role in providing the right kind of people for this industry. As such there are a lot of Govt. and Pvt. Institutes which offer training for the same. The training courses run by the Institutes are designed to suit the needs of the various target groups.

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This submix also covers all the people behind providing this service such as bus drivers, hotel manager, security person, representative of company and so on. 6. THE PROCESS Procedure, mechanism and flow of activities by which services are used.Also the 'Procedure' how the product will reach the end user. The process in Tourism include, (a) trip planning and anticipation, (b) travel to the site/area, (c)recollection, (d) trip planning packages. The trip planning packages include, maps, attractions enroute and on site, information regarding lodging, food, quality souvenirs and mementoes.

Provision for travel information

Liaison with provision of services

Preparing the itinerary

Planning & Costing Ticketing

Hotel booking Provision of foreign currency/ insurance

The above shown is the general process followed by every tourism organization It is the way of undertaking transaction supplying information and providing services on a way, which is acceptable to the consumer and the effective to the organization. Now to make this definition of process true, it is necessary for the organization which provides services to recognize the critical moments in the entire process which makes the service
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acceptable or not acceptable to the customer depending on the zone of tolerance and effective or not effective to the organization. Further to realize what the critical moments in the considered process a concept of blue are printing is introduced. 7. PHYSICAL EVIDENCE The ability and environment in which the service is delivered. Both tangible goods that help to communicate and perform the service, and the intangible experience of existing customers and the ability of the business to relay that customer satisfaction to potential customers. In Tourism the physical evidence is basically depends on travel experience, stay, and comfort. Here, the core product is bed in case of stay and main tourist spot. In case of peripheral physical evidence are restaurants, security, food, hygiene.

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3.2MARKET SEGMENTATION Tourists carry different images of their destinations, and their motives to go there vary. They are heterogeneous. Market segmentation is the strategic tool to tap all these groups of tourists. Modern tourism industry uses market segmentation to study opportunities for competitive advantage in the marketplace. This helps you concentrate on the segment your organization wants to cater. Market segmentation has big role to play in your marketing strategy, product design and distribution. It helps an organization to determine buyers or prospective buyers, and make strategy to tap as many of them as possible. The organization chooses a segment it can serve most effectively and focuses on service. The purpose of market segmentation in tourism marketing is to: Segment the markets generating tourists, and Identify the prospective tourists according to lifestyles, socioeconomic status, attitudes about travel, etc. Concept of market segmentation can be used effectively in tourism marketing. It is employed to segment the markets generating tourists. It also helps to segment the prospective tourists on basis of their lifestyles, social and economic status and preferences. Right segmentation results in reduction of costs. It helps the organisation as well as the prospective buyers of services. It is necessary to understand what is wanted and who is going to buy it. A marketing person has to gain knowledge about this and he or she can approach this problem by asking certain questions like: What factors influence the tourist demand?
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 services do the tourists expect? is the basis for tourists comparing your product with other products? benefits do the tourists seek? risks do the tourists perceive? are the tastes of the tourist? How do tourists buy ? much are the tourists willing to spend? many vacations do the tourists take in a year? does promotion and advertising effect the tourists demand? does the product fit into the life styles of tourists? Where is the decision made by tourists to buy? do the tourists seek information about the product? do the tourists buy the product? When do the tourists take a vacation? do the tourists make a decision to buy the product? is the product repurchased? Why do the tourists buy your product? do the tourists choose one destination over the other? do the tourists go to a particular destination?

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 do the tourists prefer one type of service and not the other? do the tourists buy your competitors products? Who buys your product? buys your competitors products? are likely to buy your product? may not be interested in your product? You must remember here that this list of questions is only suggestive and the nature of questions willdepend on the nature of your product and certain specific situations. Besides,It is essential for the tourist organisation to select a suitable variable to segment the market. This selection base will have far reaching impact on studying the target market. There are no. of bases for segmentation but the main aspect is lifestyle. All other variables are as follow Holiday Demand Primary, secondary, opportunity Geography Geographic segmentation tries to divide markets into different geographical units: these units include: Regions, Countries, City / Town size: e.g. population within ranges or above a certain level, Population density: e.g. urban, suburban, rural, semi-rural, Climate. Psychographic
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It includes lifestyle, behavioural aspect of motivation, etc. Demographic It consists of dividing the market into groups based on variables such as age, gender family size, income, occupation, education, religion, race and nationality. Economic This consist of income of the people, class of the people, etc. Purpose The purposes are business travel, cultural tourism, common interest, convention, socio/family.

Other motives Tourism markets are also segmented on the basis of travelling habits of tourists, which includeDistance Travelled, Duration of Trip, Time of Travel, Organisation of Trips, Religion as Travel Motive. PROCESS I Segment the Potential countries. II Segmentation of the tourists from the countries. III Segment the visitors in SEC (Socio-Economic Category) and their nature of visits. a. Under SEC
i. ii.

Upper class Middle class

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iii.

Lowe class

b. Under Nature of visit

i. ii. iii. iv. v. vi. vii. viii. ix. x. xi. xii. xiii. xiv.

Business executives Leisure travellers The delegate Religious travellers, NRI visiting homes Fans for sports International air line crews International ship carrier crews Heritage travellers Travellers for arts & architecture Travellers for Mountain sports Travellers for Wild life camps, bird sanctuaries Beach strollers Interest groups etc.

IV. Segment the locations according to the above the segmentation of travellers Targeting Process 1. Classify the locations according to the visitors requirements 2. Select the target group of visitors 3. Focus the target group of visitors with the USPs' of locations

Positioning Process Develop USP (Unique Selling Proposition) for all tourism locations a. Mountain sports b. Wild life camps c. Heritage place d. Sprawling beaches

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e. Arts & Architecture etc Design proper strategic plan to promote the locations among domestic and foreign tourists. The Marketing of tourism may be classified in to two broad categories 1. Targeting International visitors 2. Targeting Domestic visitors The former brings massive foreign exchange and latter helps the equal distribution of their disposal income to imbalanced sectors. Since, it is a integrated marketing, various industries have bearings n and from Tourism Marketing. It is a coherent, collective approach. The public and private sector participation is required for the success of this marketing. So far, the efforts of the Government proved to be not very fruitful, this lucrative industry can be privatized for better promotion and growth. First, we shall classify the players/participants of tourism marketing. International/Domestic Airlines Local Transportation i. Rail Transport ii. Road Transport iii. MRTS (Mass Rapid Transit Systems in Major cities) iv. Inland Water Transport, if any Hotels/Resorts/Restaurants Government i.e. to provide safety, taxation policies, visas Health Industry i.e. to ensure the hygiene requirements International and Domestic travel agents Ministry of Tourism, ITDC, STDCs i.e. Industry watch dogs International and Domestic promotional organizations (Private sector ,Sector-wise, State-wise)Unemployed educated youths i.e. to be
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trained to set up Tourism guide/information stations Telecommunications sector and Information Technology. This marketing caters to attract international and domestic tourists. Main emphasis is to provide to woo international visitors. It was expected to bring 5 millions by the year 2000, but, actually 2.35 millions visited in India in that year (Economic Times, 2001), showing unhealthy trend in meeting our targets. This target is very attractive in context to foreign exchange earnings. To conclude, India possesses every thing. The rich cultural heritage, sculptures, sprawling deserts, highest mountains, palaces, temples, delicious cuisine, rare mixture of life style etc, which makes it a 'Cross Cultural Paradise' stays on 'Unity in Diversity'. The Government and private sector need to work earnestly and with a commitment to develop India, a most attractive tourism destination in the world. The author touches all the facts and figures, option of marketing, strategies and techniques to woo international visitors and also to encourage domestic tourism. We have all, yet we may the drive to work. We should not miss this massive golden opportunity, like we miss for past 53 years. It is a time to review, analyse and to act.

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4.

STUDY OF ANDHRA PRADESH

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STUDY OF ANDHRA PRADESH INTRODUCTION The state of Andhra Pradesh is recognized variously-for its legendary dynasties; for its most revered temple, Tirupati; for its beautiful language, Telugu; for its lacquer toys and beautiful weaves; rich literature and the vibrant Kuchipudi. Andhra Pradesh has often been called the "food bowl of the south." There are ruins, palaces, museums, and ports apart from the sacred Tirupati, where one can leave one's prayers to be answered. Andhra Pradesh, located on the south-eastern, is a popular destination in Southern India. Andhra Pradesh tourism is known as Koh-i-noor of India. Many tourists from India and outside India visit this place around the year to visit the beaches, temples, and hill stations in this state. Andhra Pradesh tourism is mainly concentrate on the beach tours and religious tours. Andhra Pradesh attracts the largest number of tourists in India. 3.2 million visitors visit the state every year. With more than 600 tourist locations, the second largest coast line in the country, 1000 years of history and pilgrimage centres of every major religion of India, the tag line of AP is The essence of India".

FACTS & FIGURES Area Religion 2,75,068 sq km Hinduism (89.13%), Islam (8.90%), Christianity (1.82%), Others (0.15%) Annual Rainfall 400 mm to 2,500 mm

Max. Temperature 40C Min. Temperature 13C

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Capital Languages Best time to visit

Hyderabad Telugu, Urdu October and March

The famous places in Andhra Pradesh are: Hyderabad There are a variety of tourist attractions in Hyderabad, a city with a 400year-old history and a rich blending of cultures. This "city of pearls" has heritage monuments, lakes, parks, gardens, resorts, museums and delectable cuisine that lure tourists. It is known for its interesting diamond markets, pearls, glass embedded bangles and beautiful sarees. The main attractions in HyderabadCharminar Golconda Fort Ramoji Flim City Hussain Sagar Lake Lumbini Park Hyderabad Botnical Garden Birla Mandir Salar Jung Museum Entertainment Venue such as IMAX Theatre Dhola-ri-Dhani Mecca Masjid Jama Ma

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Vijayawada Vijayawada, the third largest city of Andhra Pradesh is also a place of tourists delight. The city is strategically located in a picturesque spot on the northern bank of river Krishna bounded on three sides by the Indrakiladri Hills. Vijayawada literally means the City of Victory is a commercial hub of the state located in the coastal region of Andhra Pradesh. Some of the worth visiting sites in Vijayawada areThe Prakasam barrage Tthe Kanakadurga temple The St. Mary's church Rajiv Gandhi Park Bhavani Island
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Kondapalli Fort Monuments The Moghalrajapuram caves The city is also famous for its cinema theatres and special south Indian food. Warangal Warangal, one of the principal cities of South India as described by the 13th Century Venetian traveler Marco Polo, is now a bustling city of Andhra Pradesh known for its dhurrie-weaving techniques. It was the heart of Hindu Kakatiya Kings, who dominated the region until the beginning of the 14th century. Ramappa Temple Warangal Fort Hanam konda Khush mahal Ramappa lake And the sites nearby Warangal are- Eturungaram Kolanupak Pakhal Lake

Srisailam The famous Mallikarjunaswamy Temple located at height of about 457 meters on the southern bank of River Krishna is a major pilgrim spot in Srisailam hill town. This temple is one of the 12 Jyothirlinga temples in the country.
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 Vishakhapatnam The city has grown in importance educationally, commercially and industrially. The places of interest in the city include harbour, Dolphin's Nose, a light-house, Hindustan Ship Building Yard, Caltex Oil Refinery, Coromandal Fertilisers Factory, Steel Plant, Circuit House on the Hill, a beautiful beach and an airport. Visakhapatnam harbour is considered to be one of the best natural harbours in the world, and the Shipbuilding Yard has a nation-wide importance. The city is worth visiting for both the internal and foreign tourists. Bheemunipatnam beach, nearer to the city, is a place for a short holiday and recreation. Vishakhapatnam is an amalgamation of old and new, a bustling city that encompasses blue sea, green-capped hills, breathtaking valleys, dense jungles and crystal clear cascades, ancient Buddhist sites, the only submarine museum of the subcontinent, lush green parks, and more profoundly its salubrious climate. Main attractions areKailasgiri Rishikonda Beach Dolphins Nosev Venkateshwara Konda Araku Bheemunipatnam Simhachalam Tirupati Many tourist domestic and foreign tourist visit Tirupati for Lord Venkateshwara. Apart from the above places they are more places which are as follow
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 Nagarjunasagar :Another famous destination is the Nagarjunasagar, which is located 150 km from Hyderabad. With world's tallest masonry dam across river Krishna, Nagarjunasagar is a popular tourist destination of South India. Apart from this, other worth visiting attractions are the island museum of Nagarjunakonda and the beautiful waterfalls of Ethipothala.

Keesaragutta : Keesaragutta is another popular destination, situated about 35 kms from Hyderabad. It is a historic temple village and was once the capital of the great Vishnukundin dynasty.

Basar : Then, there is Basar, located 240 km from Hyderabad, situated on the banks of the mighty Godavari River, in Adilabad district. It is famous for the only Saraswati temple in South India.

Pochampally: Yet another destination known as Pochampally is located in Nalgonda district, situated about 35 km from Hyderabad. This lovely village is renowned in the country for its gorgeous, handwoven silk and cotton saris.

CULTURE OF ANDHARA PRADESH The rich and varied culture of Andhra Pradesh can be perceived from its melodious music, scintillating dances, delectable cuisine, ingenious arts &crafts, glorious religions and wonderful
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people. In the earlier times, the state was ruled by several dynasties and empires, which influenced its cultural heritage. Eventually, Andhra Pradesh culture became rich and creative with the touch of diverse civilizations.

In the world of creativity, Andhra Pradesh has procured a high position with its work of art. The state is undoubtedly a prized gem in the crown of the Indian glory. The ethnicity of the state is also visible from the different communities and religions followed by them. The relishing dishes of Andhra cuisine boast of the 'Nawabi' style of the royalty. Following links will throw light on the various aspects of Andhra culture.

Art and Craft Andhra Pradesh is a multifarious state that has covered each and every aspect of existence, all-embracing from technology to arts and crafts. The arts and crafts of the state comprise of a remarkable range of handicrafts, paintings and handlooms.

Dances Andhra Pradesh has always been known for its rich culture. This wonderful state has presented a wide range of performing arts, including dance, drama and music, to the world. Dance is the most interesting form of performing arts that has been encouraged from centuries in India.

Music Andhra Pradesh has been known since ages for its rich musical heritage. The state is also known for being the homeland of Thyagaraja, Shyama Sastri and Muthuswami Dixitar - the three prodigies of the Carnatic Music Trinity. The ubiquitous Telugu language of Andhra makes the true essence and spirit of Carnatic music.
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People Andhra Pradesh has a concoction of various communities, religions, customs, lifestyles and cultures. In broad terms, the people of Andhra are nice and friendly, who live in perfect harmony, in spite of belonging to different castes and following different religions.

Religions Andhraites are highly pious people, who follow their religion with the highest regard. In Andhra Pradesh, the major religions are Hinduism, Islam, Christianity and Buddhism. Around the state, you can find people following different religious practices, along with their own notions and customs. CUISINE OF ANDHRA PRADESH Andhra Pradesh is an ever enchanting state, which is all the more famous for its cuisine. Spiciest of all the Indian cuisines, the cuisine of Andhra has many delicacies to boast of. The 'Nawabi' style of the state reflects in its gastronomy too. Andhra dwellers usually prefer vegetarian diet. However, people residing in coastal areas rely mostly on seafood. Coconut oil makes the regular cooking medium for Andhra gastronomy.

Andhra Pradesh is acknowledged for being the largest producer of rice in India. Moreover, rice is also the staple food grain that is consumed in large quantities in the state. Most of the traditional food and dishes in Andhra Pradesh are ricebased. Rice goes with both vegetarian and non-vegetarian meals also. Coconut, spices and fresh herbs are often added to flavor the basic dishes like rice, sambhar, other lentils and steamed vegetables.
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Hyderabadi cuisine is another branch of Andhra cuisine that offers the royal recipes of the 'Nawabs'. Chilli powder, oil and tamarind are liberally used in it, making the food really spicy and tangy. Pesarattu, Pulihora (or pulihaara), Gongura, Avakkai (raw mango pickle) are the popular vegetarian delicacies of Andhra cuisine. In non-vegetarian delicacies, dishes like Kodi Iguru (fry), Kodi Pulusu (gravy), Chepa Pulusu and Hyderabadi Biryani, top the charts.

The most delightful delicacies of Andhra food include 'Murku' (roundels of rice flour paste deep fried) and 'Appadams'. Onion pakodas (fried), vadas (spicy lentil doughnuts soaked in hot sambar) and idlis (steamed rice muffin-like dumplings) are the popular snacks in the state. The main food is formed by 'Pulihara' that is actually tamarind rice with green chilies. The condiments like chutneys and pickles make a fundamental part of Andhra food.

'Putharekulu', 'Kakinada Kaja', 'Bobbatlu', 'Booralu', 'Payasam', 'Sheer Khurma' and 'Bandhar Ladoo' are the most popular sweets of Andhra Pradesh. Like other South-Indian states, a traditional Andhra meal is served on a banana leaf. This wholesome meal comprises five types of dishes with a variety of condiments and side-dishes. In Andhra Pradesh, each meal is accompanied by curd to provide respite from the hot spices of food.

SWOT ANALYSIS OF ANDHARA PRADESH TOURISM STRENGTHS Great Cultural and Historical Legacy Vast Geography Varied Culture and Arts Rich Heritage
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 Religious Places WEAKNESS Social Discrimination Huge traffic jams High rate of Crime and violence OPPORTUINITIES Global Tourism Potential Infrastructure Medical facilities Specific Tourist Locations THREATS Increasing Pollution Social Division Political Intervention Increasing Naxalite Activity

Andhara Pradesh have a huge potential for global as well as domestic tourism. The APTDC are taking initiative to utilize its tourism capacity and have develop many plans but it need to implement well.

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BIBLOGRAPHY Services Marketing- S.M.JHA Services Marketing- C.BATTACHARYA www.tradewinginstitute.com mpra.ub.uni-muenchen.de/14031/1/MPRA_paper_14031.pdf www.scribd.com/doc www.tourismindustryblog.co.n www.tourism-of-india.com/andhra.

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