Chapter VI - INFLIBNETshodhganga.inflibnet.ac.in/bitstream/10603/84894/11/11... · 2018-07-08 · Measures of dispersion (range, variance, standard deviation) The Extent of symmetry/asymmetry

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Chapter VI 6.1 Data Analysis Background

In this chapter the researcher has presented the collected data and

interpretations drawn from the analysis of the data collected. The task of

the data collection began after the research problem was defined and

research design chalked out. When deciding the methods of data

collection to be used, the researcher categorized the data requirement

into two types viz. primary and secondary. During the conduct of this

research, the researcher used different methods for collection of primary

and secondary data.

The primary data is collected fresh and for the first time and thus happens

to be original in nature. The secondary data, on the other hand, is already

collected by earlier researchers and writers. Both types have contributed

significantly to the researcher’s work.

6.2 Data Collection Primary data was collected in the form of responses of the respondents to

questions formulated in a structured way in the form of a questionnaire.

Structured surveys of Tourism customers, Tourism company top

executives, tourism experts, tourism company managers and tourism

customers were carried out .Observation Method was used to study the

counter staff behavior for counter selling skills .The case study method

was used to study the marketing strategy of Prasanna Holidays.

Two types of data were obtained i.e. qualitative and quantitative.

For qualitative data, labels or names are used to identify an attribute of

each element. It is referred to as categorical data. Using Frequency

distribution the raw data were organised to grouped data.

98

For quantitative data, we are measuring ‘how many or how much’.

Ordinal scale was used for data having the properties of nominal data and

the order or rank of data was used for analysis

6.2.1 Secondary Data –

The secondary data was collected from various sources. Tourism

companies provided information about the customers - their tour

preferences, favourite destinations and budgets. Data was obtained from

books, trade journals, newspapers and websites.

6.2.2 Primary Data –

The primary data was collected by visiting tourism companies and

interacting with tourism personnel. Data was also collected by the

observation method. Structured questionnaire was used for this purpose.

Research Type –Descriptive and Diagnostic.

Scope - Pune City.

Sample Unit – Tourism Companies. Tourism customers.

Criteria for choosing Sample Tourism Companies -

Travel and Tourism companies in Pune who were members of Travel

Agents Association Pune (TAAP) . This is the tourism organization which

is Pune based and for tourism companies in Pune city.

A pilot study using a questionnaire as research instrument was conducted

with a sample size of 100 customers for a range of age groups and

genders, covering all the demographics of age, income and occupation to

understand the current Tourism scenario in Pune City.

99

The primary data was collected by the following research methods:-

1. A survey of Tourism Companies in Pune City using a structured

Questionnaire.

2. A survey of Tourism Customers in Pune City using a structured

Questionnaire.

3. A Survey of Tourism Companies Top Executives by structured

Questionnaire.

4. A Survey of Tourism Companies Managers using a structured

Questionnaire.

5. A Survey of Tourism Experts .

6. A detailed Case Study of Prasanna Holidays to study its Marketing

Strategies.

7. A study of on tour interaction of Travel Guides and Customers using

Observation checklist method.

8. A study of Customer and Counter Staff interaction in the Tourism

company offices using Observation checklist method.

6.3 Preparation of Data for analysis

Following steps were taken before starting data analysis -

Step1. Editing – It involved a careful scrutiny of the complete

questionnaires. It was done to make sure that the collected data was

accurate, consistent with other facts gathered, uniformly entered , as

complete as possible and was well arranged to facilitate coding and

tabulation.

Step 2. Collected raw data was examined for consistency, reliability and

certain vague data cases were deleted. The typographic errors were

corrected .

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Step 3 Coding– It is the process of assigning numerals or other symbols to

answers so that responses can be further analysed statistically. Coding by

numerals was done for efficient analysis.

6.4 Data Summarization -

The Data was summarised by taking the following steps –

6.4.1 Descriptive statistics:

The next step after the completion of data collection was to organize the

data into a meaningful form so that a trend emerging out of the data can

be easily seen. Frequency distribution is an organized tabulated and

graphical representation of the number of individuals in each category on

the scale of measurement. It allows the researcher to see at a glance the

entire data. It shows whether the observations are high or low and also

whether they are concentrated in one area or spread out across the entire

scale. Thus, frequency distribution presents a picture of how the

individual observations are distributed in the measurement scale.

There are four important characteristics of frequency distribution. They

are as follows:

Measures of central tendency and location (mean, median, mode)

Measures of dispersion (range, variance, standard deviation)

The Extent of symmetry/asymmetry (skewness)

The Flatness or peakedness (kurtosis )

6.4.2 Measures of Central Tendency for ungrouped data: Measures of

Central Tendency yield information about ‘particular places or locations

in a group of numbers. Common measures of location are Mean, Mode

and Median.

The Mean of a set of observations is their average i.e. the sum of the

observed value divided by the number of observations. Weighted average

is similar to arithmetic mean where instead of each of the data points

contributing equally to the final average, some data points contribute

more than others.

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The Mode is the most frequently occurring value in a data set. It is

applicable to all levels of data measurement (nominal, ordinal, interval

and ratio). The greatest frequency can occur at two or more different

values. If the data has exactly two modes, the data is bimodal. If the data

has more than two modes, the data is multimodal.

The Median of a data set is the middle value when the data set items are

arranged in ascending order. It is applicable to ordinal, interval and ratio

data but not applicable to nominal data. It is unaffected by extremely

large and small values. Hence whenever a data set has extreme values; the

median is the preferred measure of central location.

6.4.3 Measures of Variability for ungrouped data: It is often desirable

to consider measures of variability (dispersion), as well as measures of

location. Measures of variability indicate, the spread and consistency in

any process performance.

Measures of Variability are Range, Variance, Standard Deviation and

Coefficient of variation.

Range: Range of a data set is the difference between the largest and the

smallest data value. It is the simplest measure of variability. It is very

sensitive to the smallest and largest data values. It is simple to compute

and ignores all data points except the two extremes.

Variance: Variance is a measure of variability that utilises all the data. It is

based on the difference between the value of each observation and the

mean. Variance is the average of the squared deviations of each data value

from the mean.

Standard deviation: The standard deviation of a data set is the positive

square root of the variance. It is measured in the same units as the data, It

is measured in the same units as the data, making it easier to interpret

than the variance.

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6.4.4 Frequency tables

The researcher has used frequency tables to tabulate the data .A

frequency table shows the different measurement categories and the

number of observations in each category. A frequency distribution graph

is a diagrammatic illustration of the information in the frequency table.

In statistics, a graph or data set is organized to show the frequency of

occurrence of each possible outcome of a repeatable event observed

many times. A frequency distribution can be graphed as a histogram or

pie chart. For large data sets, the stepped graph of a histogram is often

approximated by the smooth curve of a distribution function (called a

density function when normalized so that the area under the curve is 1).

The famed bell curve or normal distribution is the graph of one such

function. Frequency distributions are particularly useful in summarizing

large data sets and assigning probabilities.

Frequency distribution is one of the most common graphical tools used to

describe a single population. It is a tabulation of the frequencies of each

value or range of values. There are a wide variety of ways to illustrate

frequency distributions, including histograms, relative frequency

histograms, density histograms, and cumulative frequency distributions.

Histograms show the frequency of elements that occur within a certain

range of values, while cumulative distributions show the frequency of

elements that occur belowa certain value.

Frequency distribution which is essentially a way of organizing

ungrouped or raw data into grouped data was used. Raw Data was

entered in the software Microsoft Office 2010 (MS Excel 2010), and for

data presentation Charts and Graphs were drawn using the same

software Microsoft Office 2010 (MS Excel 2010) .

103

6.5 Data analysis:

Basic data analysis provides insights and leads the way to the rest of the

data analysis as well as the interpretation of the results. Frequency

distribution was obtained for each variable in the data. This analysis

produces a table of frequency counts, percentages, and cumulative

percentages for all the values associated with that variable. It indicates

the extent of out of range, missing, or extreme values. The researcher

used cross tabulation to analyse further. Cross tabulations are tables that

reflect the joint distribution of two or more variables. In cross tabulation,

the percentages can be computed either column wise, based on column

totals, or row wise, based on row totals. The general rule is to compute

the percentages in the direction of the independent variable, across the

dependent variable. Often the introduction of a third variable can't

provide additional insights.

The researcher used the chi square test to prove hypothesis. Chi-square is

a statistical test commonly used to compare observed data with data we

would expect to obtain according to a specific hypothesis. The Chi Square

statistic provides a test of the statistical significance of the observed

association in a cross tabulation. The phi coefficient, contingency

coefficient, Cramer's V, and the lambda coefficient provide measures of

the strength of association between the variables.

The test tells us whether the deviations (differences between observed

and expected) were the result of chance, or were they due to other

factors. The chi-square test is always testing what scientists call the null

hypothesis, which states that there is no significant difference between

the expected and observed result.

The formula for calculating chi-square (χ 2) is:

χ 2= (o-e)2/e

That is, chi-square is the sum of the squared difference between observed

(o) and the expected (e) data (or the deviation, d), divided by the expected

data in all possible categories.

104

In the customer study, as the responses to the questions are multiple

choice types and the data type is of the qualitative, the use of parametric

tests like the t test was not appropriate. Further the responses could be

quantified as only counts; so the data does not follow any of the

assumptions of continuous distribution. Hence parametric tests like

ANOVA and T-test were not used.

SPSS is among the most widely used programs for statistical analysis in

social science. It is used by market researchers, health researchers, survey

companies, government, education researchers, marketing organizations,

and others. The original SPSS manual (Nie, Bent & Hull, 1970) has been

described as one of "sociology's most influential books" for allowing

ordinary researchers to do their own statistical analysis .Statistics

included in the base software:

Descriptive statistics: Cross tabulation, Frequencies, Descriptives,

Explore, Descriptive Ratio Statistics

Bivariate statistics: Means, t-test, ANOVA, Correlation (bivariate,

partial, distances), Nonparametric tests

Prediction for numerical outcomes: Linear regression

Prediction for identifying groups: Factor analysis, cluster analysis

(two-step, K-means, hierarchical), Discriminant .

6.6 Data analysis and Presentation

After the required computation done, the process of statistical analysis

commenced. Frequencies, Descriptive Statistics, mean variance, standard

deviation and standard error mean computed. The data was represented

in the form of graphs at all required places to simplify the interpretation.

The Chi-square test for independence which compares two sets of

categories to determine whether the two groups are distributed

differently among the categories was applied.

The conventionally accepted significance level of 0.05 (i.e. p > 0.05) was

adopted for analysis. This means that when p<0.05 we reject the null

http://en.wikipedia.org/wiki/Descriptive_statistics

http://en.wikipedia.org/wiki/Cross_tabulation

http://en.wikipedia.org/wiki/Statistical_frequency

http://en.wikipedia.org/wiki/Mean

http://en.wikipedia.org/wiki/T-test

http://en.wikipedia.org/wiki/ANOVA

http://en.wikipedia.org/wiki/Correlation

http://en.wikipedia.org/wiki/Nonparametric

http://en.wikipedia.org/wiki/Linear_regression

http://en.wikipedia.org/wiki/Factor_analysis

http://en.wikipedia.org/wiki/Cluster_analysis

http://en.wikipedia.org/wiki/Discriminant_analysis_(in_marketing)

105

hypothesis in favor of the alternative hypothesis .When p < 0.05 we refer

to this as a significant difference at predetermined alpha level of

significance (0.05).

A confidence level of 95% (significance level (α =0. 05) was considered

while testing the significance of all associations i.e. the

association/relationship was considered significant where the p value

was ≤=0. 05.

6.7 Customer Survey Background –In the highly competitive Tourism market Customers are

highly prized. The demands of the customers, their ever changing

expectations and their trying to beat down the prices are the challenges

faced by tourism companies. Pune Tourism customers are a mixed lot –

traditional Puneites residing in the old peths or parts of Pune to the

burgeoning IT young crowd of Hinjewadi and Bavdhan suburbs .There is a

wide gamut of age, income marital status , and expectations among the

customers . Every attempt has been made by the Researcher to cover all

the segments of the Tourism market through a very comprehensive

survey.,

6.7.1 Research Objectives -

1. To know the customer demographics – age, gender, occupation and

income.

2. To understand which type of tours the customers prefer.

3 To know the advertising strategy that attracts them.

4. To know their primary reason for travel.

5. To know with whom they like to travel

6. To know how much they are ready to spend on tours.

7. To know how they like to travel

8. To know what is the deciding factor in their tours.

9 To know the places they have visited in India and Abroad.

10. To know the areas they want to explore.

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6.7.2 Research Methodology- The Tourism Customers sample size

(1300) was derived from the formula discussed in the chapter on

Research Methodology. The customers were chosen by simple random

sampling from tourism companies covering all types of tours – Leisure,

Corporate, Religious, Educational and Adventure. They were intercepted

at Tourism Companies and a Questionnaire was administered to them.

6.7.3 Age of Tourism Customers in Pune

Table No 6.7.4 Age

Age

Number of customers

Percentage (%)

Cumulative %

Valid 20-30 226 17.4 17.4 30-40 431 33.2 50.5

40-50 394 30.3 80.8

>50 249 19.2 100.0

Total 1300 100.0

Chart No 6.7.5 Age

226

431 394

249

Number of customers

20-30

30-40

40-50

>50

107

Interpretation – Pune shows young population strata (30-40) in the

Tourism customer group. This is followed by the (40-50) age group

interested in opting for tourism services. The age groups 20-30 and above

50 come at the rear end showing less interest in tours.

6.8 Gender of the Tourism Customers

Table No 6.8.1 Gender

Gender

Number of customers

Percentage (%)

Cumulative %

Valid Male 882 67.8 67.8

Female 418 32.2 100.0

Total 1300 100.0

Chart No .6.8.2 Gender

Interpretation – Male population at 882 show a marked inclination to go

on tours rather than females at 418. The respondents were also mostly

males who opted for tours and travels.

882

418

0 200 400 600 800 1000

Male

Female

Number of customers

Number of customers

108

6.9 Marital Status of the Tourism Customers

Table No 6.9.1 Marital Status

Marital Status

Number of customers

Percentage (%)

Cumulative %

Valid Single 197 15.2 15.2

Married 856 65.8 81.0

Divorced 75 5.8 86.8

Widow/er 172 13.2 100.0

Total 1300 100.0

Chart No 6.9.2

Interpretation – The largest segment is married couples choosing to go on

tours .The singles segment consisted of widows/widowers and singles

who chose the option of going on tours whereas the divorced segment is

the last with 75 customers opting for planned tours.

197

856

75

172

Number of customers

Single

Married

Divorced

Widow/er

109

6.10 Occupation of the Tourism Customers

Table No 6.10.1 Occupation

Occupation

Number of customers

Percentage (%)

Cumulative %

Valid Employed 638 49.1 49.1 Self Employed

441 33.9 83.0

Housewife 152 11.7 94.7

Retired 67 5.1 99.8 Total 1298 99.8

Missing System 2 .2 100.0 Total 1300 100.0

Chart No 6.10.2Occupation of the Tourism Customers

Interpretation – The employed customers were the largest segment in

tours. They had the benefit of structured holidays, LTA and fixed income

so could plan holidays well and in advance. Self-employed customers

0 200 400 600 800

Employed

Self Employed

Housewife

Retired

638

441

152

67

Number of customers

Number of customers

110

formed the second largest segment with 441 customers in the category.

They had a flexible income and a flexible holiday time .Housewives and

retired people opted for tours suiting their interest and budgets forming

the third and fourth segment respectively.

6.11 Income of the Tourism Customer

Table No 6.11.1 Income per annum

Income per annum

No. of Customers Percentage

Cumulative Percentage

Up to 2 Lakhs 13 1 1

2 Lakh to 3 Lakhs 104 8

9

3 Lakhs to 5 Lakhs 390 30

39

Above 5 Lakhs 793 61 100

Total 1300 100

Chart No 6.11.2 Income per annum

Interpretation: Out of the customers surveyed, 1% customers were

having income less than 2 Lakhs, 8% customer’s income was between 2 to

3 Lakhs s, 30% were having income between 3 to 5 Lakhs and 61%

< 2 Lacs

2 - 3 Lacs

3 - 5 Lacs

> 5 Lacs

111

customers were having income above 5 Lakhs. The tour costs are rising

and customers are often compelled to choose tours within their means.

6.12 With whom do you like to spend your tour vacations?

Table No 6.12.1 Tour Companions

With Whom No. of cases Percentage


Spouse 299 23 23

Family 637 49 72

Friends 338 26 98

Business Associates 26 2

100

Total 1300 100

Chart No 6.12.2 Tour Companions

Interpretation: 23% people like to spend their vacations with their

spouse, 49% like to spend their holidays with family, 26% like to spend

their vacations with friends and rest 2% people like to spend their

holidays with business associates.

0 10 20 30 40 50

Spouse

Family

Friends

Business Associates

Series1

112

6.13 On an average how much do you spend on a holiday outing?

Table No 6.13.1Customer Spending on Holidays

Spending No. of Cases Percentage


10K - 20K 13 1

1

20K - 30K 13 1

2

30K - 50K 338 26

28 50K - 1

Lac 494 38

66 Above 1

Lac 442 34

100

Total 1300 100

Chart No 6.13.2 Customer Spending on Holidays

Interpretation: 1% customers spend between 10 to 20 thousand and

between 20 to 30 thousand, 26% spend between 30 to 50 thousand for

holiday outing, 38% spend between 50 thousand to 1 Lac and rest 34%

spend more than 1 lac for holiday outing.

0

10

20

30

40

10 - 20 K 20 - 30 K 30 - 50 K 50 - 100K

> 100 K

113

6.14 Where do you like to go on holidays?

Table No 6.14.1 Choice of Holiday places

Venue No. of Cases Percentage


Hill Station 429 33 33

Religious Places 78 6

39

Beaches 429 33

72

Sanctuaries 143 11 83

Holiday Resorts 221 17

100

Total 1300 100

Chart No 6.14.2Choice of Holiday places

Interpretation: 33% customers prefer hill stations for spending their

holidays, 6% prefer religious places, 33% gave preference to beaches,

11% prefer sanctuaries and 17% gave preference to holiday resorts for

spending their holidays.

0

5

10

15

20

25

30

35

Hill Stations ReligiousPlaces

Beaches Sanctuaries HolidayResorts

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6.15. What is your preferred mode of travel?

Table No 6.15.1 Preferred mode of travel

Mode of Travel

No. of Cases Percentage


Airlines 624 48

48

Railway 546 42

90

Own 117 9

99

Taxi 13 1

100

Total 1300 100

Chart No 6.15.2 Preferred mode of travel

Interpretation: 48% people prefer airline as their mode of travel, 42%

people prefer railway, 9% like to travel by their own conveyance, and rest

1% prefer hired vehicles for travelling.

Airlines

Railway

Own Conveyance

Taxi

115

6.16 What are the hurdles faced by Indian Tourism?

6.16.1 Hurdles faced by Indian Tourism

Hurdles No. of Cases Percentage


Poor Service 312 24 24

Lack of Social Concern 143 11 35

Terrorism 26 2 37

Local Communities Outlook 52 4

41

Lack of connecting Airports 65 5

46

Poor Infrastructural facilities 702 54

100

Total 1300 100

Chart No 6.16.2 Hurdles faced by Indian Tourism

Interpretation: 24% people believe that poor service is the hurdle in

Indian Tourism, 11% people think that it is lack of social concern is the

hurdle, 2% people think that terrorism is the hurdle, 4% people gave vote

to local communities outlook, 5% people believe that hurdle is lack of

connecting airports, and rest 54% believe that it is poor infrastructural

facilities is the hurdle.

0 10 20 30 40 50 60

Poor Service

Lack of Social Concern

Terrorism

Local Communities Outlook

Lack of connecting Airports

Poor Infrastructural facilities

116

6.17 From where do you get the information about tours?

Table No 6.17.1Information about Tours

Source of Information



Friends 182 14 14

Internet 117 9 23

Brochures 104 8 31

Magazines 52 4 35

Newspaper 767 59 94

Hoarding 26 2 96

TV Ads 52 4 100

Total 1300 100

Chart No 6.17.2Information about Tours

Interpretation: 14% people get information about tours from friends, 9%

people get it from internet, 8% people get it through brochures, 4%

people get information from magazines, 59% people get this information

from newspapers, 2% get from hoarding, and rest 4% people get from TV

advertisements .

010

20

30

40

50

60

117

6.18 How frequently do you go on Holiday trips?

Table No .6.18.1 Frequency of Holiday trips.

Frequency No. of Cases Percentage


Every 6 months 273 21

21

Once a year 1027 79 100

Once in 2 years 0 0

100

Total 1300 100

Chart No 6.18.2 Frequency of holiday trips.

Interpretation: 21% people go on holiday trips every 6 months, 79%

people go on trips once in a year.

6 Months

Yearly

2 Years

118

6.19 What is the primary reason of travel?

Table No 6.19.1 Primary reason of travel

Primary reason No. of Cases Percentage


Pleasure 390 30 30

Be in a Group 52 4 34

Be with Family 65 5 39

Be with Friends 26 2 41

Adventure 182 14 55

Sight Seeing 377 29 84

Religious Pilgrimage 52 4

88

Shopping 156 12 100

Total 1300 100

Chart No 6.19. 2Primary reason of travel

Interpretation: 30% people travel for pleasure, 4% people travel to enjoy

the tour with a group, 5% people like to be with their families, 2% people

like to be with friends, 14% people travel for adventure, 29% people like

sightseeing, 4% people travel for religious pilgrimage, and rest 12%

travel for shopping.

0 5 10 15 20 25 30

Pleasure

For Group

For Family

With Friends

Adventure

Sight Seeing

Religious Pilgrimage

Shopping

119

6.20 Which type of tour do you prefer?

Table No. 6.20. 1 Type of tour

Preferred type of Tour



Package Tours 364 28 28

Conducted Tours 793 61 89

Special Designed Tours 143 11

100

Total 1300 100

Chart No6.20. 2 Type of tour preference

Interpretation: 28% customers prefer package tours, 61% prefer

conducted tours and rest 11% prefer specially designed tours.

0

10

20

30

40

50

60

70

Package Tours Conducted Tours Special DesignedTours

120

6.21 What is important to you in a tour?

Table No .6.21.1 What is important in a Tour

Important factor



Sight Seeing 208 16 16

Accommodation 299 23 39

Transportation 156 12 51

Entertainment 247 19 70

Good Guide 143 11 81

Food 247 19 100

Total 1300 100

Chart No .6.21.2 What is important in a Tour

Interpretation: 16% people feel that sightseeing is the important factor

for them in tour, 23% people gave importance to accommodation, 12%

people feel that it is transportation that is important, 19% people gave

importance to entertainment, 11% feel that it is good guide which is

important, and rest 19% gave importance to food.

0

5

10

15

20

25

Series1

121

6.22 What is the primary deciding factor in making your choice of a

Tour?

Table No. 6.22.1 Primary deciding factor in making your choice of a

Tour

Primary deciding factor



Tour Cost 429 33 33

Destination 156 12 45

Suitability of Tour dates 494 38

83

Shopping 13 1

84

Sight Seeing 208 16

100

Total 1300 100

Chart No6.22.2 primary deciding factor in making your choice of a

Tour

Interpretation: For 33% people primary deciding factor is tour cost, for

12% people it is destination, for 38% people suitability of tour dates in

0

10

20

30

40

Tour CostDestination

Suitablity ofTour Dates

ShoppingSight Seeing

122

deciding factor, for 1% people shopping is the main factor and for 16%

people sightseeing is the deciding factor for them.

6.23. Question - Which places have you travelled to ?In India and

Abroad?

Answer- Most of the Tourists responded by mentioning the following

places in India -

Kerala -, Munnar Tekaddy ,Periyar

Rajasthan -Jaipur, Jaisamaler , Jodhpur

Jagannath Puri

Darjeeling

Kolkata

Hyderabad Nagarjunsagar Tirupati

Kashmir ,Shimala , KulluManali

Chardham , Varanasi , Prayag , Kedarnath.

Goa

Andaman and Nicobar Islands

Maharashtra – Shirdi , Kolhapur , Mahabaleshwar , Ajanta and Ellora

Banglore , Mysore , Ooty

Corbett National Park, Kanha National Park, Ranthambore Wildlife

sanctuary.

Abroad

Most of the Tourists responded by mentioning the following places

they had visited abroad -

Thailand Singapore Malaysia

Australia

South Africa

Dubai, Abu Dhabi

USA,

Maldives

123

6.24. Question What new areas do you want to explore in

Tourism?

At present the majority of customers were happy with the sightseeing

places they could visit by opting for conducted and package tours.

Some of them mentioned the following areas they wanted to explore –

They wanted to go for sports events like Olympics, International

Cricket matches, Wimbledon etc.

They wanted to go to see the continent of Antarctica.

They wanted to visit wildlife sanctuaries in India and abroad.

They wanted high end cultural tours to festivals like Khajuraho

festival ,Kumbh Mela etc

6.25. Question What other services could the tourism companies

provide?

The tourism customers were keen that the companies provide

camping equipment on adventure tourism trips like mountain

climbing, rafting and rappelling.

The customers wanted to hire heavy woolens, caps and shoes in

colder climate. They wanted the company to make arrangements for

the hire as they did not want to purchase these items.

The customers wanted travel guide books and maps to browse as they

travelled to that area.

6.26.Question -Any suggestions

The common suggestions made by the customers were –

The company should make provisions for trained guides.

124

The company shouldgive the customerslocal food at least once during

the tour.

The company should arrange for a visit to the local arts and crafts

centre.

The company should provide some opportunity to interact with locals.

Customers want short, weekend tours.

Want more inputs from travel staff in terms of tour destinations.

6.27 Hypothesis –I

HYPOTHESIS I

Customers prefer conducted tours to package tours.

The First Hypothesis is proved by

1. Analysing the socio demographic parameters of tourism customers.

These parameters are Age, Gender, Marital Status, Occupation and

Income. It is clear that Conducted Tours are preferred by customers on

the basis all these parameters.

2. Analysing the primary reason the customer chooses the tour from a

choice of 8 differentparametersbeforethem. Again it is proved that

whatever the customers primary reason for the choice of tour the

customer chooses Conducted tours.

3. Analysing the importance given to 6 different factors in a tour by the

customer .It is seen that whatever the factor, conducted tours are

preferred over package tours.

125

Chart No.6.27.1 Age vs. Type of Tour

Table No.6.27 .2CrosstabAge vs Type ofTour

Crosstab Count

Type of Tour

Total

Conducted Package

Specially Designed

Tours Chi-square

value P-

value

Age 20 - 30

189 34 0 223 271.018

< 0.001

30 - 40

303 124 0 427

40 - 50

178 156 57 391

> 50 114 52 79 245

Total 784 366 136 1286

189

303

178

114

34

124

156

52

0 0

57 79

0

50

100

150

200

250

300

350

20 - 30 30 - 40 40 - 50 > 50

Nu

mb

er

of

cust

om

ers

Age group

Age group vs type of tour

Conducted

Package

Specially designed tour

126

H0 (null hypothesis): There is no significant difference in the responses of

different age groups in the choice of tours.

H1: There is a significant association in the responses of different age

groups in the choice of conducted tours.

Conclusion:-

The above table shows that all age groups prefer conducted tours.

However age group 30-40 is interested in choosing conducted tours more

than other age groups. Out of 223,189 are from age group 30-40

(84.75%), the second age group choosing conducted tour is 20-30, 303

customers out of 427 (70.96%). By using Chi-square test p-value < 0.05

therefore there is association between age andtype of tour. All Age groups

prefer conducted tours.

Hence H0 is rejected and H1 is proved.

Chart No 6.28.1 Gender vs. Type of Tour

524

260 222

144 126

10

0

100

200

300

400

500

600

Male Female

Nu

mb

er

of

cust

om

ers

Gender

Gender vs type of tour

Conducted

Package


127

Table No 6.28.2 CrosstabGendervs. Type of Tour

Gender

Type of Tour

Total Chi-

square value

P-value

Conducted Package Specially Designed

Tour

Gender Male 524 222 126 872 47.555

< 0.001 Female 260 144 10 414

Total 784 366 136 1286


different genders in the choice of tours.

H1: There is a significant association in the responses of different genders

in the choice of conducted tours

Conclusion: - The above table shows that both males and females prefer

conducted tours. Females are more interested in choosing the conducted

tour than males out of 872 males 60.09% (n=524) interested in

conducted tour and out of 414 females 62.80% (n=260) interested in

conducted tour. On the similar basis Males are more interested to package

tour and specially design tour as compare to females. By using Chi-square

test p-value < 0.05 therefore there is association between gender and type

of tour.


128

Chart No 6.29.1Marital Status vs Type of Tour

Table No. 6.29.2 Crosstab Marital Status vs Type of Tour

Type of Tour

Total

Conducted Package

Specially Designed Tour Chi-square P-value

Marital Status

Single 157 39 0 196 492.336 < 0.001 Married 559 265 22 846

Divorced 14 37 22 73

Widowed 54 25 92 171

Total 784 366 136 1286

H0 (null hypothesis) : There is a no significant difference in the responses

of the customers according to their marital status in the choice of tours.

H1: There is a significant association in the responses of the customers

according to their marital status in the choice of conducted tours.

Conclusion: - The above table shows that all marital status groups prefer

conducted tours. However singles are interested in choosing conducted

tours more than other marital status groups. Out of 196,157 are singles

who prefer to go by conducted tours(80.10%), the second group choosing

conducted tour is of married people, 559 customers out of 846. (66.08%).

157

559

14 54 39

265

37 25 0

22 22

92

0

100

200

300

400

500

600

Single Married Divorced Widowed

Nu

mb

er

of

cust

om

ers

Marital status

Marital status vs type of tour

Conducted

Package


129

By using Chi-square test p-value < 0.05 therefore there is association

between marital status and type of tour.


Chart No.6.30.1 Occupation vs. Type of Tour

Table No. 6.30.2 Crosstab Occupation vs Type of Tour

Type of Tour Total

Conducted Package Spcl. Dsg. Tour

Chi-square

P-value

Occupation Employed 469 159 0 628 434.071 < 0.001

Self employed

196 161 83 440

House wife

104 42 4 150

Retired 14 4 49 67

469

196

104

14

159 161

42 4 0

83

4

49

0

50

100

150

200

250

300

350

400

450

500

Employed Selfemployed

House wife Retired

Nu

mb

er

of

cust

om

ers

Education

Occupation vs type of tour

Conducted

Package


130


customers with different occupations in the choice of tours.

H1: There is a significant association in the responses of customers with

different occupations in the choice of conducted tours

Conclusion: - The above table shows that all occupations prefer conducted

tours. However employed people are interested in choosing conducted

tours more than others. Out of 628,469 are from employed group

(74.68%), the second group choosing conducted tour is of housewives

and self-employed people. By using Chi-square test p-value < 0.05

therefore there is association between occupation and type of tour.


Chart No.6.31.1: Income vs. type of tour

2

47

309

425

0 1

89

276

0

50

0

86

0

50

100

150

200

250

300

350

400

450

< 20000 20000 - 30000 30000 - 50000 50000 -100000

Nu

mb

er

of

cust

om

ers

Income

Income vs type of tour

Conducted

131

Table No. 6.31.2: Crosstab Income vs. type of tour

Type of Tour Total

Conducted Package Specially Designed

Tour

Chi-square

P-value

Income per

Annum

< 20000

2 0 0 2 265.210 < 0.001

20000 - 30000

47 1 50 98

30000 - 50000

309 89 0 398

50000 - 100000

425 276 86 787

Total 783 366 136 1285

H0 (null hypothesis) : There is no significant difference in the responses

of different income groups in the choice of tours.

H1 : There is a significant association in the responses of different income

groups in the choice of conducted tours.

Conclusion: - The above table shows that all income groups prefer

conducted tours. Conducted tours are more preferred by income group

ranging from 5 to 10 Lakhs (77.64%) followed by more than 10 Lakhs

income group (54%).


between income per annum and type of tour.


132

6.32. Primary Reason and Type of Tour

6.32.1. It is seen also that though their primary reason for travel may be

different conducted tours are preferred by the customers.

6.33: What is your primary reason for travel?

6.33.1.Table primary Reason for Travel

Type of Tour Total

Conducted Package Spcl.Dsg.Tour Chi-

square P-value

Pleasure Yes 754 361 82 1197 256.112

< 0.001

No 30 5 54 89

Be in a group

Yes 0 59 83 142 456.185

< 0.001

No 784 307 53 1144

Be with family

Yes 134 49 22 205 2.560 0.282

No 650 317 114 1081

Be with friends

Yes 63 17 9 89 4.570 0.102

No 721 349 127 1197

Adventure Yes 432 143 1 576 145.294

< 0.001

No 352 223 135 710

Sightseeing Yes 748 332 109 1189 40.944

< 0.001

No 36 34 27 97

Religious Pilgrimages

Yes 71 29 49 149 89.014

< 0.001

No 713 337 87 1137

Shopping Yes 330 139 25 494 27.580

< 0.001

No 454 227 111 792

133

Chart No. 6.33.2: Primary reason for travel

Chart No. 6.33.3: Primary reason for travel

0

100

200

300

400

500

600

700

800

900

Yes No Yes No Yes No Yes No

Pleasure Be in a group Be with family Be with friends

Nu

mb

er

of

cust

om

ers

Primary reason vs Type of tour Conducted

Package

0

100

200

300

400

500

600

700

800

Yes No Yes No Yes No Yes No

Adventure Sightseeing ReligiousPilgrimages

Shopping

Nu

mb

er

of

cust

om

ers

Primary reason vs Type of tour Conducted

Package

134

H0 (null hypothesis): There is no significant difference in the responses

ofcustomers to the importance given to primary reason and the choice of

tours.

H1: There is a significant association in the responses of different

customers to importance given to primary reason and the choice of

conducted tours .

Conclusion: -The analysis of the primary reason for travel and type of tour

chosen showed relation between these two factors. Customers prefer

conducted tours to package tours whatever their primary reason for

travel may be.


between the primary reason for travel and conducted tours. The primary

reason for travel may be different but customers give preference to

conducted tours over other types of tours.

6.34: What is important to you in a tour ?

Table No. 6.34.1:

Crosstab Count

Type of Tour Total Chi-

square P-value

Conducted Package Spcil.Dsg.tour

Sightseeing Yes 406 181 70 657 055.2 0.766 No 378 185 66 629

Accommodation Yes 638 184 65 887 144.683 < 0.001

No 146 182 71 399

Transportation Yes 212 181 71 464 71.494 < 0.001 No 572 185 65 822

Entertainment Yes 512 184 64 760 32.447 < 0.001 No 272 182 72 526

Good guide Yes 155 182 70 407 131.132 < 0.001

No 629 184 66 879

Food Yes 521 181 63 765 40.857 < 0.001 No 263 185 73 521

135

Chart No. 6.34.2:


ofcustomersto different importance parametersand the choice of tours.

H1 : There is a significant association in the responses of different

customers to different importance parameters and the choice of

conducted tours.


between what is important to customers and conducted tours.

The above table shows that customers expect comfortable

accommodation. This is followed by local entertainment and good food.

Customers (71.93%) opt for conducted tours because they expect

comfortable accommodation while customers (68.10%) prefer good food

and 67.37% customers prefer local entertainmentCustomers give

importance to different factors like sightseeing, accommodation and food

but they choose conducted tours to fulfill their desires.

0

100

200

300

400

500

600

700

Yes No Yes No Yes No Yes No Yes No Yes No

Sightseeing AccomodationTransportationEntertainment Good guide food

Nu

mb

er

of

case

s

Importance vs Type of tour Conducted

Packadge

136

6.35 What is the primary deciding factor in making a choice of your tour?

Table No. 6.35 .1: Crosstab primary deciding factor vs type of tour

Type of Tour Total

Chi-square

P-value

Conducted Package Specially

designed .tour

Tour cost Yes 772 365 136 1273 5.490 0.086 No 12 1 0 13

Destination Yes 222 185 65 472 61.129 < 0.001 No 562 181 71 814

Suitability Yes 774 366 136 1276 6.453 < 0.001 No 10 0 0 10

Shopping Yes 49 2 0 51 27.590 < 0.001 No 735 364 136 1235

Sightseeing Yes 427 181 70 678 2.600 0.273

No 357 185 66 608

.

Chart No. 6.35 .2: Primary deciding factor for choice of tour


ofcustomerstothe deciding factor and the choice of tours.

0

100

200

300

400

500

600

700

800

900

Yes No Yes No Yes No Yes No Yes No

Tour cost Destination Suitability Shopping Sightseeing

Nu

mb

er

of

cust

om

ers

Deciding factor vs Type of tour Conducted

Package

Specially designedtour

137

H1: There is a significant association in the responses of different

customers to the deciding factor and the choice of conductedtours.

Conclusion: - By using Chi-square test p-value < 0.05 therefore there is

association between the deciding factor for customers and conducted

tours.

The above table shows that customers expect comfortable

accommodation. This is followed by local entertainment and good food.

Customers (71.93%) opt for conducted tours because they expect

comfortable accommodation while customers (68.10%) prefer good food

and 67.37% customers prefer local entertainment.

Hypothesis I: Customers prefer conducted tours to package tours. H0 (Null Hypothesis)Customersprefer both conducted and package tours

equally.

H1 – Customers prefer conducted tours to package tours.

The first hypothesis is conclusively proved – customers prefer conducted

tours to package tours. This was done by the above analysis of tourism

customer responses on various parameters.

138

6.36. Tourism Companies Survey

6.37 Background – There is a proliferation of tourism companies in Pune

city. Every little street and corner has a travel company selling bus tickets

and making hotel reservations. Such small enterprises are not within the

preview of the present research. Well established tourism companies

offering different types of tours and members of TAAP are taken into

consideration for the present research.

6.38Research objectives –

1 To predict the demands for New Types of Tourism service in Future.

2. To understand the channels through which Tourism services will be

purchased in future.

3. To identify Tourism Companies marketing position on key service

components in the Tourism Sector.

4. To study the marketing efforts of Tourism Companies to customer,

wants, needs and demands.

5. To know the advertising budget of the tourism companies.

6.39 Research methodology – As mentioned above there are many

small enterprises providing some tourism services like making bus

bookings, hotel reservations and railway tickets for customers. However

the research sample was drawn as follows:

1. The members of the local tourism association TAAP were included in

the research. The number of members was 50 and all of them were

included in the research. So the coverage was 100%.

2. All the TAAP members had well established companies operating for 5

years and more.

139

3. These companies provided all tourism services- air ticketing,

conducted tours, package tours, hotel booking and rail and bus

reservations.

4. The staff was knowledgeable and experienced. There was a well-

defined organizational hierarchy.

5. The approach of all these tourism companies was professional.

Questionnaire was chosen as the method of data collection. There were

both open and close ended questions. General Managers were chosen as a

respondent to the questionnaire.

Table No. 6.40.1.Research Data

Q1 How many years in operation

Number of cases

Percentage (%) Cumulative(%)

Valid 1 - 5 years 11 22.0 22.0 5 - 10 years 24 48.0 70.0

> 10 years 15 30.0 100

Total 50 100.0

Chart No. 6.40.2. Years in Operation

11

24

15

0

5

10

15

20

25

30

1 - 5 years 5 - 10 years > 10 years

Nu

mb

er

of

case

s

Axis Title

Number of cases

140

Interpretation – Most of the Tourism companies have been in existence

for five to ten years (24 companies). The others were in existence for 10

years (15 companies) and 1-5 years (11 companies).

6.41How many different segments (leisure, corporate, adventure, religion

etc. ) does your organisation market to ?

Table No. 6.41.1.

Number of cases

Percentage (%)

Cumulative %

Valid Leisure 34 68.0 68.0

Religious 9 18.0 86.0

Corporate 5 10.0 96.0

Educational 1 2.0 98.0

Others 1 2.0 100.00

Total 50 100.0

Chart No. 6.41.2. Different Tourism Segments

34

9

5

1 1

0

5

10

15

20

25

30

35

40

Leisure Religious Corporate Educational Others

Nu

mb

er

of

com

pan

ies

141

Interpretation – The largest segment is the leisure component (34

companies) which forms the backbone of Tourism Company’s tour

segment. The leisure segment includes Sun-n-Sand, Hill Stations and

beaches. This segment is the largest in terms of Tourism volume. The

Religious segment (9 companies) follows the leisure segment. It consists

of primarily Yatra companies comprising of tours to Religious places,

temples, confluence of rivers and shrines. The third segment is the

corporate segment or MICE (Meetings, Incentive, Conferences and

Exhibitions) which catersto the needs of the Corporate and Business

world. A small number of companiesareinto the Educational and Special

tours.

6.42. Does your organization have a website?

Table No. 6.42.1.

Number of cases Percentage (%) Cumulative %

Valid Yes 34 68.0 68.0

No 16 32.0 100.00

Total 50 100.0

Chart No. 6.42.2 Website Availability

68%

32%

Yes

No

142

Interpretation – The majority of the companies (68 %) have a web site

giving all information of their tours and packages. A small number (32%)

do not have a web site.

6.43. Q. If yes then how often is this website updated?

Table No. 6.43.1.

Number of cases

Percentage (%)

Cumulative %

Valid Daily 1 2.0 2.0

Weekly 4 8.0 10.0

Monthly 19 38.0 48.0

more than 6 month

10 20.0 68.0

Total 34 68.0

Missing System 16 32.0 100.00

Total 50 100.0

Chart No. 6.43.2 Website Updating Frequency

8

38

68%

20

143

Interpretation – Among those companies that have their own web sites

68% are updated occasionally, 38% monthly and 20% after more than 6

months

6.44. Does your organization keep customer profiles?

Table No. 6.44.1.


Valid Yes 46 92.0 92.0

No 4 8.0 100.00

Total 50 100.0

Total 50 100.0

Chart No. 6.44.2. Keeping Customer Profiles

Interpretation – The majority of the companies (92%) keep a record of

the customer profile. This is used to send information about the tours that

the customer is interested in. A small number (8%) do not keep customer

records.

92%

8%

Yes

No

144

6.45. Q. Does your company offer printed marketing material? Table No. 6.45.1.


Valid Yes 46 92.0 92.0

No 4 8.0 100.00

Total 50 100.0

Total 50 100.0

Chart No. 6.45.2. Offering Printed Marketing Material

Interpretation - A large number of companies (92%) offer printed

material like brochures pamphlets and flyers. They feel it makes an

advertising impact. A small number (8%0 do not offer any printed

material.

92%

8%

Yes

No

145

6.46. Q.What tourism related events does the company participate in?

Table No. 6.46.1.


Valid Trade fairs 11 22.0 22.0

Exhibitions 34 68.0 90.0

Tourism events

5 10.0 100.00

Total 50 100.0

Chart No. 6.46.2.Participation in Tourism Related Events

Interpretation: Exhibitions (68%) are the most favoured form of

advertising in outdoor markets. The company gets an opportunity to

exhibit its pamphlets, brouchers and flyers. There is also a chance for

direct interaction with the customers. The next segment is Trade Fairs

(22%) where Tourism companies exhibit their new Tour programs.

Tourism events (10%) include special sponsorships, cultural events and

social activities.

22%

68%

10%

Trade fairs

Exhibitions

Tourism events

146

6.47. Q. Which of the following media does the company use for

advertising and promotion?

Table No. 6.47.1.

Number of cases

Percentage (%) Cumulative

Valid Television 1 2.0 2 Radio 3 6.0 8 News paper 31 62.0 70

Magazine 6 12.0 82 Direct mail 2 4.0 86 Internet 6 12.0 98

Others 1 2.0 100

Total 50 100.0

Chart No. 6.47.2. Types of Media Used By Company For Advertising

and Promotion

Interpretation - The overwhelming response was for newspapers

(31%). This is because the companies felt that newspapers have the

highest confidence level. This is followed by magazines and internet

31

6 6

3 2

1 1

0

5

10

15

20

25

30

35

Nu

mb

er

of

pat

ien

ts

Number of cases

147

both by (6%). Radio, direct mail, television and others make a

negligible impact.

6.48. Q. Does your organisation evaluate the effectiveness of

advertising and promotional plans?

Table No. 6.48.1.

Number of cases


Valid Always 35 70.0 70

Sometimes 9 18.0 88 Rarely 6 12.0 100

Total 50 100.0

Chart No. 6.48.2. Evaluation of Effectiveness of Advertising and

Promotional Plans

Interpretation -A large number of companies (70%) always evaluate

the effectiveness of their advertising. (18%) evaluate it sometimes and

(12%) rarely evaluate the effectiveness.

70%

18%

12%

Always

Sometimes

Rarely

148

6.49. Q. Does your company have a marketing plan?

Table No. 6.49.1.

Number of cases

Percentage (%) Cumulative %

Valid Yes 42 84.0 84 No 8 16.0 100

Total 50 100.0

Chart No. 6.49.2. Usage of Marketing Plan by Company

Interpretation -The majority (84%) said that they have a marketing

plan that they follow. Only (16%) claimed that they do not have any

fixed marketing plan.

84%

16%

Yes

No

149

6.50. Q. How often is this marketing plan updated?

Table No. 6.50.1.

Number of cases


Valid Annually 45 90.0 90 Every 3 yrs 4 8.0 8 Every 5 yrs 1 2.0 100

Total 50 100.0

Chart No. 6.50.2. Frequency of Updating Marketing Plan by Company

Interpretation -The companies (90%) update it annually, (8%) update

it every 3 years and (2%) every 5 years.

90%

8% 2%

Allually

Every 3 yrs

Every 5 yrs

150

6.51. Q. Are all your employees aware of the strategies of your marketing plan? Table No. 6.51.1.

Chart No. 6.51.2.Awareness of Employees Regarding Strategies of

Marketing Plan

Interpretation - (90%) of the companies said that all their employees

were aware of their marketing plan and only (10%) said that their

employees were unaware.

90%

10%

Yes

No

Number of cases Percent Cumulative Valid Yes 45 90.0 90 No 5 10.0 100

Total 50 100.0

151

6.52. Q. How often does your organisaton provide educational

programmes to thepublic, private and nonprofit sector of the market

to reinforce the image of the tourism company?

Table No. 6.52.1.

Number of cases

Percent % Cumulative %


Almost always 1 2.0 18

Sometimes 10 20.0 38

Never 31 62.0 100

Total 50 100.0

Chart No. 6.52.2. Provision of Educational Programs to the Public,

Private, Non profit Sector of the Market to Reinforce the Image of the

Tourism Company

Interpretation -The majority (62%) never conduct educational

programs because they believe it has no impact on sales companies

which are into educational tours conduct such programs sometimes

(20%) and always (6%).

16%

2%

20%

62%

Always

Almost always

Sometines

Never

152

6.53. Q. Does your organisation survey customers about their

opinion of the organizationsmarketing efforts?

Table No. 6.53.1.

Chart No. 6.53.2. Surveying Customers about Their Opinions of the

Organizations Marketing Efforts

Interpretation -The majority (70%) said they do conduct customer

surveys on the opinion of the customers about the company’s

marketing efforts while (30%) said they do not conduct such surveys.

70%

30%

Yes

No

Number of cases Percent %

Cumulative %

Valid Yes 35 70.0 70

No 15 30.0 100

Total 50 100.0

153

6.54. Q. Does your organisation conduct promotional activities in

both in the peak and offseason period?

Table No. 6.54.1.

Chart No. 6.54.2. Conduction of Promotional Activities in Both in the

Peak and Off Season Period

Interpretation -(54%) conduct promotional activities only in the peak

season because they feel customers make the decisions during

holidays. Some companies (46%) conduct promotional activities in

both peek and off season.

54%

46% Peak season only

Both peak and off season

Number of cases

Percent % Cumulative %

Valid Peak season only

27 54.0 54

Both peak and off season

23 46.0 100

Total 50 100.0

154

6.55. Q. Does your organisation maintain an inventory of attractions,

events at resorts in the service area?

Table No. 6.55.1.

Chart No. 6.55.2. Maintenance of Inventory of Attractions, Events at

Resorts in the Service Area

Interpretation - (86%) of the companies said that they keep an

inventory of attractions in the service area (14%) said they do not

keep an inventory of attractions.

86%

14%

Yes

No

Number of cases

Percent Cumulative

Valid Yes 43 86.0 86

No 7 14.0 100

Total 50 100.0

155

6.56. Q. How often is this inventory updated?

Table No. 6.56.1.

Chart No. 6.56.2. Frequency of Updating the Inventory of Attractions,

Events at Resorts in the Service Area

Interpretation - (66%) claim that they always update their inventory

(165) said that they sometimes update their inventory while (12%)

said that they never update their inventory.

66% 6%

16%

12%

Always

Almost always

Sometines

Never

Number of cases

Percent Cumulative


Almost always

3 6.0 72

Sometimes 8 16.0 88

Never 6 12.0 100

Total 50 100.0

156

6.57. Q. How often is the target customer’s expectations studied /

surveyed?

Table No. 6.57.1.

Number of cases

Percent %

Cumulative %


Almost always 2 4.0 66

Sometimes 13 26.0 82

Never 4 8.0 100

Total 50 100.0

Chart No. 6.57.2.Frequency of Study for Target Customers

Expectations

Interpretation - 62% respondents said that they always study

customer expectation while (26%) sometimes study customer

expectation. The remaining studythem almost always (4%) and some

companies (8%) never study customer expectations.

62%

4%

26%

8%

Always

Almost always

Sometines

Never

157

6.58. Q. Does your organization engage market research to study the

tourism market?

Table No. 6.58.1.

Particulars Number of

cases Percentage Cumulative

%

Occasionally 20 40 40

Before Season 15 30 70

Annually 12 24 94

No 3 6 100

Total 50 100

Chart No. 6.58.2. Engaging of Market Research To Study the Tourism

Market

Occassionally

Before Season

Annually

No

158

Interpretation – 40 % companies occasionally engage market research to

study current trends in the market , whereas 30 % companies do such

research before season, 24 % companies do the research annually and

6% companies do not conduct any such research to study the trends in

the industry .

6.59. Q. How effective is web based marketing?

Table No. 6.59.1.

Number of cases Percent Cumulative Valid Very effective 1 2.0 2 effective 19 38.0 40 Not effective 30 60.0 100

Total 50 100.0

Chart No. 6.59.2. Effectiveness of Web based Marketing

2%

38%

60%

Very effective

effective

Not effective

159

Interpretation - 60% companies said web based marketing is not

effective while (38%) said it was effective and (2%) said it was very

effective.

6.60. Q. Does your company have a separate marketing department ?

Table No. 6.60.1.


Cumulative %

Valid Yes 15 30.0 30.0 No 35 70.0 100.0

Total 50 100.0

Chart No.6.60.2. Existence of Separate Marketing Department

Interpretation – 70% companies did not have a separate marketing

department and only 30 % had a separate marketing department.

30%

70%

Yes

No

160

6.61. Q. Does your print media budget exceed other forms of

advertising?

Table No. 6.61.1.


Cumulative %

Valid Yes 44 88.0 88 No 6 12.0 100

Total 50 100.0

Chart No. 6.61.2. Comparison of Print Media Budget to Other Forms

of Advertising

Interpretation -

(88%) of companies exceed print media budget and (12%) of companies

print media budget does not exceed the budget of other forms of media.

88%

12%

Yes

No

161

6.62. Do you have different marketing strategies for different market

segments?

Table No. 6.62.1.


Cumulative %

Valid Yes 23 46.0 46 No 27 54.0 100

Total 50 100.0

Chart No. 6.62.2. Existence of Different Marketing Strategies for

Different Market Segments

Interpretation - (46%) say that they have different marketing

strategies for different market segments. (54%) have the same

strategy for different marketing strategies.

46%

54%

Yes

No

162

6.63. What do you think will be the next big thing in the tourism marketing method? The print media drew the maximum support from the respondents. All

tourism companies have a print media budget depending on the size of

the company. The reason they gave for print media advertising is the high

hit rate and the customer trust on the print mediaespecially newspapers.

They believed that gradually other media like mailers, contacting special

interest groups, marketingbyemails would become important.

Internet based marketing included an attractive website, web marketing,

podcasting, internet booking and online booking on company websites

Innovative strategies included marketing of special tours through target

marketing already existing groups Tapping niche markets by sales

representatives ,POP at trade fairs ,

Television advertisements and travel programmes like Aamhi

Travellkar’ ‘Bhatakanti‘and‘ Hello Sachin‘ are entirely travel based

programme giving information on conducted tours .

Radio advertisements and jingles on Radio Mirchi target the young travel

enthusiasts..

The majority of the respondents agreed that the traditional methods like

print media and exihibitions were expensive means of advertising. Stalls

at Sakal Travel Mart near Saras Baug are expensive at 40,000/- per stall .

Mailers are effective. Facebook and Twitter will be used in future.

SMS are sent to existing customers informing them about new tours.

Ladies groups are very active in travel opportunities so in future groups

like Madhurangan ,Tanishka and Muktaparivar will be contacted for

promoting conducted tours .

Plays will be sponsored more often in a bid to advertise tours because he

clientele of both is common.

163

Add on tours will be promoted to customers by personal selling. For

example add on Abu Dhabi to Dubai Tour .

Customers will be acquainted with the company’s next six months

programme by post .

The size of the company is an important factor. Big companies do not have

personal touch; small companies have.So repeat customers in large

companies are rare. Profit margin of large companies a bigger because of

brand image.

6.64. What is your company slogan? The Tourism companies have attractive slogans to draw the attention of

tourism customersThe tourism companies had slogans like

Mastibhari Mushphiri(PrasannaHolidays )

Aamhi Travellekar( Cox and Kings ),

Travel Smooth (TCIL)

Ghar se Ghar Tak( Sun Tourism )

Feel theDifference (DhanashreeTours )

Kuthehi chala sachin aaplya sangatila (Sachin Travels )

Realize your dreams ( Heena Travels )

Discover your planet discover yourself (Pugmarks)

And many more.

164

6.65. Hypothesis II Print Media is the most preferred choice for Tourism Marketing Ho–All Media are equally preferred for Tourism Marketing .

H1– Print Media is the most preferred choice for Tourism Marketing.

The Second Hypothesis is proved by the analysis of data drawn from the

Customer Survey and from the data obtained from the Survey of Tourism

Companies.

From Company Survey 6.66. Which of the following media does the company use for advertising

and promotion?

Table No. 6.66.1. - Types of advertising media

Number of cases


Valid Television 1 2 2 Radio 2 4 6

News paper 32

64

70 Magazine 3 6 76 Brochures 5 10 86 Internet 6 12 98

Hoardings 1 2 100

Total 50 100

165

Chart No. 6.66.2.Types of advertising media

Interpretation– The chart shows 32 companies prefer Newspaper

advertising . Brochures are preferred by 5 and magazines are preferred

by 3. Internet is preferred by 6 companies. Radio, Television and others

make a negligible impact The overwhelming response was for

newspapers .This is because the companies felt that newspapers have the

highest confidence impact.


0

5

10

15

20

25

30

35

166

6.67. From the customer Survey –

Each type of advertising media was tested with all type of tours to see

which media attracted customers. Chi Square tests were used for proving

the hypothesis.

6.68 Hypothesis II

Ho All advertising media are equally important for advertising .

H1 Print media is the most preferred choice for advertising

6.69. From Customer Survey two questions were chosen

Q From where did you get information about tours (you can choose more

than one option) 1.Friends 2. Internet .3 Newspapers .4 Magazines 5

Hoardings 6.Brochures.

Q Which types of tour do you prefer?

1. Conducted Tour 2. Package Tour 3. Specially designed Tour

Table No6.69 .1 Information about Tours

Advertisement media Total P-value

Print Others

Conducted tours

Yes 780 4 784 < 0.001

No 285 217 502

Package tours

Yes 169 197 366 < 0.001

No 896 24 920

Specially designed

tours

Yes 116 949 1065 0.416

No 20 201 221

167

Chart No. 6.69 .2 Information about Tours

6.70 Conclusion - Among customers who opted for conducted tours 780

customers chose the tour on the basis of print media. Only 4 came on

tours through other media. The p value 0.001. By using Chi-square test p-

value < 0.05 therefore there is an association between type of tours and

the choice of print media. In package tours 169 customers were drawn by

print media advertisement and 197 by other advertising means .The P

value is 0.001. By using Chi-square test p-value < 0.05 therefore there is

association between type of tours and the choice of print media. In

specially designed tours the customers come to tourism companies and

ask for a tour to be designed especially for them. So they cannot be drawn

by print media advertising as print media advertises standard tours with

fixed options of dates and destinations. Hence in this case the P value is

<0.416.By using Chi-square test p-value < 0.05 therefore there is

significant association between type of advertisement media and type of

tour.

Hence H2 is proved.

780

285

169

896

116

20 4

217 197

24

949

201

0

100

200

300

400

500

600

700

800

900

1000

Yes No Yes No Yes No

Conducted tours Package tours Specially designedtours

Nu

mb

er

of

cust

om

ers

Type of tour

Type of tour vs Advertisment media

Print

Others

168

6.71. Tourism Company Managers Survey

6.72. Background -A total number of 12 Tourism Company Managers

were surveyed with a structured Questionnaire.

The Managers worked in established Tourism Companies. They were

well versed in day to day functioning of Tourism companies. As Line

Managers they were aware of the current Customer expectations and

demands. The managers were experienced, had knowledge and

expertise of Airline Ticketing, itinerary planning and costing of Tours .

6.73. Objectives of the Tourism Company Managers Survey

1. To understand the current Tourism scenario in Pune City.

2. To know the marketing channels used by the company.

3. To know the importance of Print Media in the Company’s Marketing

Strategy

4. To get an estimate of the Company’s Advertising Budget.

5. To study if web based marketing is used.

6. To study the Customers motives for travelling.

7. To know the target segment of the company.

8. To know the total number of customers served by the company in a

year.

9. To know the total number of repeat customers served by the

company in a Year.

10. To know the most effective means of marketing according to the

Managers.

6.74. Research Methodology

The Managers werechosen on the following basis – The Managers

worked in established Tourism Companies. They were well versed in

day to day functioning of Tourism companies. As Line Managers they

were aware of the current Customer expectations and demands. The

169

managers were asked to fill in a structured Questionnaire. An analysis

was done on the basis of their responses.

6.75. Research Data

6.76. Which Tourist segments does your Company target? Table No. 6.76.1. Target tourism segment

Target Group

Number of cases

Percentage (%)

Cumulative %

Family groups

9 75.0 75.0

Senior citizens

2 16.7 91.6

Students 1 8.4 100.00

Total 12 100.0

Chart No. 6.76.2. Target tourism segment

Interpretation – The Tourism Companies target Family groups because

they are the largest component of the Tourism market. People prefer

family holidays so they get time to spend together .senior citizens come

second with 16, 7% as they have time to enjoy tours.

75%

17%

8%

Family groups

Senior citizens

Students

170

6.77. Which channels do you use for marketing?

Table No. 6.77.1.Channels used for marketing.

Channel Number of companies

Percentage (%)

Cumulative %

Brochures 7 58.3 58.3

News papers 5 41.7 100.00

Total 12 100.0

Chart No. 6.77.2.Channels used for marketing.

Interpretation – Overwhelmingly the Managers have opted for Print

media advertising because it has the maximum impact. Printed material

in the form of newspapers and brochures are used extensively to create

awareness and attract customers.

58%

42%

Brochures

News papers

171

6.78. Which of the marketing methods used by you is the most effective? Table No: 6.78.1.Effective marketing methods.

Marketing Method

Number of companies

Percentage (%)

Cumulative %

Brochures 1 8.3 8.3

News papers 11 91.7 100.00

Total 12 100.0

Chart No: 6.78.2.Effective marketing methods.

Interpretation- Newspapers remain the most important form of

advertising. They create an impact thatis forceful leading to

8%

92%

Brochures

News papers

172

inquiriesandbookings. The cost factor not withstanding company

managers of large and small companies opt for Newspaper advertising.

6.79. What is your planned annual advertising budget?

Table No. 6.79.1. Planned annual advertising budget

Advertising Budget

Number of companies

Percentage (%)

Cumulative %

up to 25000 6 50.0 50.0

25000 - 50000 6 50.0 100.00

Total 12 100.0

Chart No. 6.79.2. Planned annual advertising budget

Interpretation – Small companies have a budget(up to 25000) that is used

to sell tours through small newspaper insertions while larger companies

go for full page advertisements with a budget of around 50000.

50% 50% up to 25000

25000 - 50000

173

6.80. What is the number of tourism customers you serve in year? Table No. 6.80.1. Number of tourism customers served in a year

No. of Customers

Number of cases

Percentage (%) Cumulative %

50 - 100 7 58.3 58.3

100 - 150 4 33.3 91.6

150 - 200 1 8.4 100.00

Total 12 100.0

Chart No. 6.80.2.Number of tourism customers served in a year

Interpretation – The number of customers and the size of the company

are related. The smaller companies see around 50 to 100 customers per

year while large ones provide service to 200 odd customers per year.

0

1

2

3

4

5

6

7

50 - 100 100 - 150 150 - 200

7

4

1 Nu

mb

er

of

pat

ien

ts

Number of customers

Number of cases

174

6.81. What is the percentage of repeat Customers?

Table No. 6.81.1. Repeat Customers

Repeaters Number of cases

Percentage (%)

Cumulative %

1% 8 66.7 66.7

5% 4 33.3 100.00

Total 12 100.0

Chart No. 6.81.2 Repeat Customers

Interpretation – If the customer is satisfied with the Tourism company

service he opts for the same company for his next tour. The percentage of

such repeat customers is 1% repeaters in 8 companies and 5% percent

repeaters in 4 companies.

67%

33%

1%

5%

175

6.82. Do you use web based marketing? Table No. 6.82.1

Response Number of companies

Percentage (%)

Cumulative %

Yes 1 8.3 8.3

No 11 91.7 100.00

Total 12 100.0

Chart No. 6.82.2

Interpretation – A very small number 1 company manager opt for web

based marketing. The majority did not feel the need for web based

marketing.

8%

92%

Yes

No

176

6.83. What are Customers looking for in you Tour? Table No. 6.83.1.

Purpose Number of cases

Percentage (%)

Cumulative %

Be in a group 5 41.7 41.7

Pleasure 6 50.0 91.7

Be with family 1 8.3 100.00

Total 12 100.0

Chart No. 6.83.2

Interpretation – Customers are mainly looking for pleasure (50%)

followed by wanting to travel in a group (41%) and to be with family

(8%) when they opt for going on a tour.

42%

50%

8%

Number of cases

Be in a group

Pleasure

Be with family

177

6.84 .Do you use print media services for marketing ?

Table No. 6.84.1.

Yes / No Number of cases

Percentage (%)

Cumulative %

Yes 12 100 100

No 0 0 100

Chart No. 6.84.2.

Interpretation – Overwhelmingly the Managers have opted for Print

media advertising because it has the maximum impact. Printed material

in the form of newspapers and brochures are used extensively to create

awareness and attract customers.

Yes

No

178

6.85. What is the present tourism scenario in Pune City?

Many companies leading to market saturation.

Hence pricewars between companies

Companies are becoming tourism segment specialists and

sectorspecialists.

Companies are trying to retain their customerbase by different marketing

techniques.

Print media creates awareness about tourism places only 20% of this

leads to confirmed booking.

People are slowly opting for FIT(Free Individual Traveler) and specially

designed tours .

Conducted tours are chosen because of the safety factor .

Website is more for creating customer awareness of the company’s

presence and not for online booking.

Price sensitive customers go to smaller companies whose pricing is

considerably lower than bigger companies.

179

6.86. Survey of Top Management Executives of Tourism Companies

There was a freewheeling discussion with the top management

(Ownerspartners, General Managers) of Leading tourism Companies.

A discussion with them resulted in insights into the working of Tourism

Sector.

The Questionnaire based discussion can be summarised under the

following heads

6.87. Background – The top management of tourism companies who

were surveyed were owners, partners, and general managers of the

company. They were often first or second generation entrepreneurs who

grew with the business and expanded it. They were well versed in the

logistics of the tourism business and could authoratively predict the

future tourism demands.

6.88. Research objectives-

Research methodology- A total of 30 top management personnel were

drawn for the purpose of the survey. So all thesegmentsoftourism like

leisure, adventure, wild life, religious pilgrimage came under the scope of

the survey. The top management was requested to fill up a questionnaire

having range of questions related to marketing strategies, government

legislation and future marketing channels.

180

6.89. Data Analysis for ‘Top Management Interview Questions’.

6.89.1. Do you use print media services for marketing of your travel and

tour company?

Chart No. 6.89.2. Use of Print Media

Interpretation: 100 % participants in the survey answered that they use

print media services.

6.90. Break up of print Media used -

Table No. 6.90.1.

Advertising Medium



Newspaper 24 80 80

Magazines 2 6 86

Fliers 1 4 90

Brochures 3 10 100

Total 30 100

0

10

20

30

40

50

60

70

80

90

100

Yes No

Series1

181

Chart No. 6.90.2. Print Media Advertising

Interpretation: Out of the 100%, 80% use Newspaper media, 6% use

magazines for marketing their company, whereas 4% use flyers which is

the least used these days, and 10% use brochures.

6.91. Are all of your employees aware of the strategies of the marketing

plan?

Table No. 6.91.1.

Employee awareness



Yes 21 70 70

No 9 30 100

Total 30 100

0

10

20

30

40

50

60

70

80

Newspapers. Magazines. Flyers. Brouchers.

182

Chart No. 6.91.2 Awareness of . Strategies of Marketing Plan

Interpretation: 70% employees were aware of the strategies of the

marketing plan, about 30% employees are not aware about the strategies

of the marketing.

6.92. Tourism has been a striking growth in the past 10 years. Has it been

because of the marketing methods used by tourism companies?

Chart No. 6.92.1.Growth and Marketing In tourism

0

10

20

30

40

50

60

70

Yes No

Series1

0 20 40 60 80

Yes.

No.

Series1

183

Interpretation; 70% participants answered in favor of marketing as an

agent for the growth in Tourism. Whereas 30% felt that the growth in

tourism was not related to marketing.

6.93. What new tourism marketing methods have you introduced?

(i)Posters in large shopping malls, operating a travel desk at malls

(ii)The customer can bring afriendand get discount for himself,

(iii)The customers come in a group and the company gives them a group

discount.

(iv)Senior citizens discount. Discounts for customers over the age of

60.

(v) Medical insurance during the duration of the tour.

(vi) Memorabilia given as gifts to customers on completion of tours.

Examples are Shikara models after Kashmir tours, Replica of

Leaning Tower of Pisa in Italy .

6.94. Which of the marketing methods used by you is the most effective?

Chart No. 6.94.1. Effective Marketing Media

Interpretation - 100% i.e. all the respondents said that they found print

media the most effective marketing method.

print

others

184

Chart No. 6.94.2. Print Media for Advertising

Among them 80 % relied on newspapers and the rest on other forms of

print media.

6.95. Do you think email tourism marketing has a broad mass appeal?

Table No. 6.95.1.

Effect of e-mail



Yes 6 20

20

No 24 80

100

Total 30 100

0 20 40 60 80 100

1

2

Other print media.

Newspapers.

185

Chart No. 6.95.2. Email Marketing

Interpretation: Only 20% participants agreed to the fact that email

tourism marketing has a broad mass appeal. But 80% said they don’t

agree about email tourism marketing has a mass appeal.

6.96. What do you think will be the next big thing in the tourism

marketing methods?

Adventure The Tourism company respondents agreed that Print media

currently was the most important medium of advertising. It was slowly

being supplemented by TV advertising and conducting of travel shows

like Aamhi travellekar ,HelloSachin ( Sachin Travels ) . Jingles on Radio

like on Radio Mirchi were fast catching up. Internet was used for mailers

andcompanywebsites for advertising. Many respondents felt that with

time podcasting and viral marketing would be popular among customers.

Yes

No

186

6.97. Does your organization provide educational programs to the public

to reinforce the image of the tours?

Table No. 6.97.1.

Educational Programs

No.of Cases Percentage


Yes 3 10 10

No 27 90 100

Total 30 100

Chart No. 6.97.2. Educational Programmes

Interpretation: Only 10% participants in the survey provide such

educational programs to the public and rest 90% do not provide such

programs.

Yes.

No.

187

6.98. Do you think print media is important in tourism marketing

methods?

Chart No. 6.98.1. Importance of print media

Interpretation: Unanimously all the participants said print media is

important in tourism marketing.

6.99. What are the grounds on which Government and Travel agencies

come together to promote tourism?

The respondents were keen that the tourism companies and the Central

and State Government come together to promote tourism . Their main

suggestions were –

(i) Planning should be done keeping in mind a period of next 50 years.

This is important because the government has an overview of population

growth, infrastructural need and economic development in the

forthcoming years.

(ii). Regulatory Laws should include tourists, tourism companies and

hotels

together.

0

10

20

30

40

50

60

70

80

90

100

Yes. No.

Series1

188

(iii). Airports, Railways and Bus stands should have information kiosks.

(iv). Private entrepreneurs should be given more freedom to plan

holidays in new destinations.

(v).The government should increasethenumber of affordable hotels and

Yatri Niwas.

(vi) Restoration and preservation of Forts, historical monuments should

be a continuous activity.

(viii).Bring Tourism studiesin the mainstream of vocational education.

(viii).Cleanliness drive of religious places which are today not clean and

getting more and more polluted every day.

(ix) Encourage local arts, aadivasi, crafts to benefit both the local economy

and the tourism industry and tourists .

(x). Build airports near places of tourist interests.

(xi). Guide Training schools should be started at many places to

encourage young people to come into the tourist industry . There is a

dearth of trained guides today .

(xii). Encourage Jatra and Yatra as indigenous ways of Tourism.

189

6.100. Is there any legislation to regulate Tourism in India? Is it effective?

Chart No. 6.100.1. Legislation for tourism

Interpretation: 100% participants said there is no specific legislation to

regulate tourism in India. The only legislation is the Shop Act which is for

tourism companies who have offices and booking outlets.

6.101. Are you a member of Travel Association? If Yes- Which?

Table No. 6.101.1.

Travel Association


TAAP 19 66

ITAA 9 30

Both 10 33

Total 30

Cumulative cannot be taken here as % is above100.

0 20 40 60 80 100

Yes.

No.

Series1

190

Chart No. 6.101.2. Membership of Association

Interpretation: TAAP is a local organization and Indian Travel Agents

Association (ITAA) has a Pune chapter whose membership is also taken

by some of the Pune tourism companies. Some companies are members of

both organisations .

6.102. What is your planned annual advertising budget?

Table No. 6.102.1.

Advertising budget

No. of Companies

Percentage Cumulative Percentage

< 25000 30 60 60

25000 - 50000 15 30 90

>50000 5 10 100

Total 50 100

TAAP

ITAA

BOTH

191

Chart No. 6.102.2. Planned Advertising Budget

Interpretation 10% participants’ annual advertising budget is more than

50000. 30% participants’ annual advertising budget is more than 25000

but less than 50000. Whereas small companies whose annual advertising

budget is less than 25000 are 60%.

6.103. What is the number of tourism customers you serve in a year?

Table No. 6.103.1.

Customers served

No. of cases Percentage


50 6 10 20

50-100 15 25 70

>100 9 15 100

Total 30 50

No. of Companies

< 25000

25000 - 50000

>50000

192

Chart No. 6.103.2. Tourism Customers per year

Interpretation10% Organizations serve less than 50 customers. 25%

Organizations serve between 50 to 100 customers and 15% Organizations

serve more than 100 customers.

6.104. Does your organization survey customers about their opinions of

the organization’s marketing efforts?

Table No. 6.104.1.

Customer surveyed

No.of Cases Percentage


Yes 9 30

30

No 21 70

100

Total 30 100

0 5 10 15 20 25

< 50.

50 to 100.

> 100.

Series1

193

Chart No. 6.104.2.

Interpretation: 70% Companies do not survey customers about their

opinion of the marketing efforts done by the Organization. Rest 30% take

survey.

6.105Discussions and Suggestions

1. Print Media was overwhelmingly voted as the most preferred channel

of Marketing.

2. The division of print media allocation of budget varies from company to

company but newspaper ( Sakal ) with its exorbitant rates was found to

be the popular choice . From full page spreads of large companies to

small advertisements of small companies everyone agreed that at present

there is no substitute for the print media. Sakal is the reigning newspaper.

3. The Top management of Tourism companies suggested that the

Government Tourism Development Corporations should provide

(i). Promotional Materials – Pamphlets, Fliers

(II) Discounts on Tour Bookings through tourism companies.

(III) Open newtourismdestinations.

(IV) Publish list of Recognized Booking Agents

(VI)Build hotels at sightseeing points in tourist areas..

(VII) Develop a QualityGrading system for TravelAgents.

Yes.

No.

194

4, New marketing schemes that the Top management are trying out -

‘Bring a friend for a tour and get a discount for yourself.’ ‘Get a group

discount for a group that comes for.’ Specific group tours like religious for

senior citizens Adventure tours for the young, ladies only tours

grandparents’ only tours etc. .Other marketing trends include repeaters

discount, marketing to ladies clubs, Business groups, corporate, direct

mailers lectures andexhibitions

5.A big advertisement in the newspaper opens up the sector for all

companies but the customer reads it and prefers to do the booking not

necessarily with the advertiser but with his preferred company .

6. Programmes like Bhatakanti, Hello Sachin on Marathi TV channels

created awareness and helped small companies in getting customers.

7. Exhibitions, Trade Fairs are important but in exhibitions one stall costs

Rs40000foraweekend. To recover this cost is difficult.

6.106 What is the current Tourism scenario in Pune city?.

Current Tourism Scenario in Pune City

When asked to describe the Tourism scenario in Pune city the Top

Management Team described the scene as -

Many companies so there is a stiff competition.

Price cutting is common.

Discounts for repeat customers called loyalty bonus to retain customers.

Companies are becoming Sector specific liketoursto Andaman Nicobar

islands They have tie-ups with Tourism development corporations like

Gujarat Tourism Development Corporation (GTDC ),Karnataka Tourism

Development Corporation (KTDC),

Pune Airport is very restricted in its operations.International flights are

non-existent. So all International tours are ex Mumbai and the tour cost

goes up .

The Panvel Airport may help to plan Tours.

Brand Image of Tourism companies help to sell tours like Kesari Tours

and Travels.

195

6.107. Top Management Opinion of Pune Customers

1. Customers are now surfing on the net but only for information not

booking. Sometimes they do airline ticketing on the net but not

much else.

2. Many companies say there are hits on their sites but customers

still come to their offices for actual booking.

3. Many companies do not have onlinebookingfacilityof tours so the

customer has to do the tour booking personally.

4. Customers are asking for specially designed tours choosing their

own destinations.

5. Customers are demanding Culture Tours , Little known places ,

Festival tours Pushkar , Brij ki Holi etc

6. People arealso into Bed and breakfast as in Konkan

6.108. Top Management Opinion of the Future

Travel companies will metamorphose intoconsultants as people become

more aware of Tours.

Tours will be specially designed for the affluent class

New segments like Bikers rides, Photography, Bird Watching, Kass

Pathar, Nature Trails etc. will be in demand .

New Advertising Media -Facebook, Twitter, net groups etc.

196

Tourism Experts Survey

6.109. Background

The tourism experts were essentially experts drawn from the world of

Tourism sector, experienced both in the conceptual and practical working

of the industry. They ranged from fields as diverse as Leisure Tourism,

Adventure Tourism, Historical Tourism and Cultural Tourism. Their in

depth knowledge of their core subject and experience in consumer

tourism gave the researcher a profound insight into the field of Tourism.

6.110. Research objectives

1. To know the characteristics of Pune Tourism hub.

2. To understand the concepts, ideas and tourism perspectives

(historical, geographical, cultural) that lead to the planning of new

tours.

3. To study the, itinerary planning,executionand costing of Tours.

4. To study the future customer expectations and demands.

5. To know expert Opinion on planning an effective marketing strategy

in future.

6.111. Research methodology

A selection of 10 experts from different segments of Tourism was made.

The idea was to elicit expert opinion on diverse aspects of tourism. There

was also a freewheeling discussion with them.

197

6.112. Expert Opinion –Theexpert opinion was summarized as per their

expertise.

Question What is the present state of tourism in your segment of

Tourism

6.113. Historical tourism-According to experts customers in Pune have

traditionally visited Forts, Monuments, and ancient temples. The

change they have noticed is in awareness and demand for foreign

sites likeMachu Picchu Temple, Easter Island for colossal statues

and the ruins of Pompeii. The customers also want trained tour

guides who have a thorough knowledge of the historical sitesand

they areready to employ local guides for additional information.

Experts predict that in future Pune Tourism companies will have

to plan and execute special Historical tours as per customer

demands.

6.114. Adventure Tourism-The preferred choice of young tourists is

Adventure Tourism. The sedate Konkan tours have expanded to

include rafting, paragliding and houseboat stays. The young

generationis exploring adventure tourism in the form of mountain

climbing, going to Himalayan base camps, Nature Trails and

Rappelling and Zomeering . Gradually as the current base of

customers is replaced by the next generation adventure tourism

will come into its own.

6.115. Cultural Tourism -Experts in the field of cultural tourism are of

theopinionthat the Indian cultural events like Ajanta

Festival,Khajuraho Festival and Pushkar Festival will see a surge

in demand. Customers are now looking forward to cultural tours

centred on religious events like Odishsa Tour including the

Jagnnath yatra and Sun Temple, Puri and Bhubaneshwar. Pune

tourism customers are looking for special cultural happenings

abroad like. This market segment is very likely to grow in future.

198

6.116. Leisure Tourism -According to experts the component of leisure

tourism is expanding exponentially. Customers are no longer

satisfied with the Shimla Kullu ,Manali (Domestic) and Singapore

Malaysia , Bangkok (International) circuit. They want to visit

Vietnam, Cambodia and Bali at competitive rates. They surf on the

net find out exotic places, places of special interest and

destinations with great scenic beauty. Today customers are ready

to pay for tours to exoticplaces.

6.117.What future trends due you visualize in the tourism sector?

The Experts made a host of valuable predictions for the future –

6.118.1Future tours and destinations

Corbett National Park

Kabini National Park

Ranthambhore Wildlife Sanctuary

Thimpu ,Paro exotic destinations in Bhutan .

6.118.2. Special Interest Tours in future

Motor Bike Tours

Bird Watching Tours

ButterflyStudy Tours

Photography Study Tours

6.118.3. Adventure Tours

Snow Leopard Tracking

Rishikesh Rafting

Kenya Wildlife Safari .

Tanzania Safari

199

6.118.4.NewTypes of Tours

Food Festivals

Sports Events

Children’s only Tours

Wine tours – South Africa- Green Mountain, Cape Ferrlkingdome

Traveling by cargo ships

Indigenous Tours -River people of Amazon -Brazil

Kayaking with seals –Nambia – Walvis Bay

Lost world of Guyana- Rainforest of Guyana

Travel experiences – catch fish, build fire, build a

shelter, cook throws spears. The profit goes to the

villagers, stay is in huts not hotels and adopt the

lifestyle of villagers.

Light House Tours.

Q What do you think will be the next big thing in tourism marketing

methods?

6.118.5. Marketing Tours in Future -The experts concurred that at

present Print media mainly newspaper is the only effective means of

advertising. At present adventure tours are advertised on the websites of

Tourism companies .The experts opined that as the present customer

base is replaced by the next advertising will very slowly move towards

the web. The hitch is that manycompanies do not provide online booking

facility. So the customer has to come to the office for actual booking.

Gradually with the advent of new marketing channels (web, direct mails,

onlinebooking) the customer base will increase.

The Expert opinion threw light on many aspects of the Tourism business

including future trends, marketing options and expansion of market.

New ways of marketing according to the Experts

1. Posters in malls

2. Discount for repeat customers

200

3. Old customers bringing in new customers get discount .

4. Special tours marketed at select groups by emails,

brochures

5. Customer’s loyalty bonus for old customers.

6. Posters in colleges, hotels

7. Concession for repeat customers, mailers.

8. Sending mailers tocontactscustomers, .

9. Mailers, group contacts by lectures

10. Tap a readymade group like ladies group , business

associations etc.

11. Word of mouth – bring a customer and get concession

12. Web based marketing, contacting small groups.

13. Lecturers to clubs, ladies groups

14. Incentive for repeat customers

15. Special tours advertised in print media

16. New experiences like gondola ride.

17. Lifetime membership to customers.

18. Early bird discount.

6.119. Hypothesis III

Innovative Marketing strategies will result in the expansion of customer

base and the discovery of new market segments.

Hypothesis III

Ho – All marketing methods contribute to the expansion of tourism

market.

H1 - New innovative marketing methods will be tools for the expansion

for Tourism Market.

201

6.119.1. What do you think will be the next big thing in marketingmethods? From Top Executives Survey , Expert Survey

Table No. 6.119.2.

Channels Group Frequency Percent Valid

Percent Cumulative

Percent Adventure Tourism through lectures , mailers Technology Driven-mail 2 3.3 3.3 3.3

Contacting special interest groups Innovative 3 6.7 6.7 10

E mails , Podcasting contacting special interest groups Technology Driven-mail 2 3.3 3.3 13.3

Exhibition marketing Innovative 2 3.3 3.3 16.7

FIT through target marketing Innovative 2 3.3 3.3 20

Niche marketing Innovative 2 6.7 6.7 26.7

POP material will increase Tourism Fairs will be effective Innovative 2 3.3 3.3 30

Print , e mail to target customers Technology Driven-mail 2 3.3 3.3 33.3

Print Media Traditional 4 10 10 43.3

Reaching out to special interest groups Innovative 2 3.3 3.3 46.7

Slowly web based marketing Technology Driven-web 4 10 10 56.7

Special Tours marketed by e-mails Technology Driven-mail 2 3.3 3.3 60

Special Tours marketed by personal contact Innovative 2 6.7 6.7 66.7

Target marketing to already existing groups like Ladies Clubs, business groups.

Innovative 1 3.3 3.3 70

Target marketing through mailers , email Technology Driven-mail 2 3.3 3.3 73.3

Target marketing through mailers , group selling Innovative 1 3.3 3.3 76.7

Tourism fairs but they are costly Traditional 5 3.3 3.3 80

Tourism Companies will slowly become Travel Consultants as people become knowledgble

Innovative 1 3.3 3.3 83.3

TV Ads , Web marketing Innovative 1 3.3 3.3 86.7

Very slowly people will go to internet booking of Tours Technology Driven-web 3 6.7 6.7 93.3

Web based marketing Technology Driven-web 2 3.3 3.3 96.7

Web based marketing but it should lead to online booking too Technology Driven-web 3 3.3 3.3 100

Total 50

202

The expected frequency of each channel will be 50/4 =7.5

Table No 6.119.3

∑ (O - E) 2/E = 4.88

Hence the calculated value of chi square is 4.88. Degree of freedom is (4-

1=3) .

The table value of Chi Square for 3 degree of freedom at .5 level of

significance is 2.366. Comparing calculated value and tabulated value chi

square we find that the calculated value is more than the table value . So

H0 (NullHypothesis) is rejected and H1 is proved.

Chart No. 6.119.4

Channels Original Frequency

Expected Frequency

(O - E) (O - E)2 (O -E)2/E

Innovative (Non Technology driven )

19 12.5 6.5 42.25

3.38

Technology Driven-mail

10 12.5 -2.5 6.25 0.5

Technology Driven-web

12 12.5 -0.5 0.25 0.02

Traditional 9 12.5 -3.5 12.2.5 0.98

Grand Total 50 50 0 61 4.88

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203

Observation of Tourism Counter staff

6.120. Background

The researcher used the ‘Observation Method’ for studying the counter

sales Activity in Tourism Company. The Observation Method was chosen

so that firsthand information on the ground reality of tourism sales efforts

could be obtained. The researcher observed 10 counter sales staff over a

period of one week using a well-designed checklist for observation.

6.121. Research methodology-

Observation method is one of the most established methods in use for

obtaining a live experience of the activity under study. Since marketing in

Tourism companies is under study the observation method was an

excellent tool for studying how the counter staff sells tours.

6.122. Research objective

1. To see the counter sales staff in action.

2. Observe the Staff expertise in Customer Handling.

3. To judge whether the counter staffs has adequate knowledge to

handle customer queries.

6.123. Observation checklist

The checklist was further divided into 3 groups.

1. Personal observation

2. Information /Knowledge about the tours.

3. Practical/Execution Ability

204

6.124. Personal Observations

Table No. 6.125.1.

Counter Staff

Timings Dress Code

Grooming Language Competency Body Language

In Out English Hindi Marathi C1 √ √ B A C B A A C2 √ √ B B B B A A C3 √ √ A A B B A B C4 √ √ A A C B A B C5 √ √ A B C C B B C6 √ √ B B B B A A C7 √ √ A B A B A B C8 √ √ C B C B B B C9 √ √ B B B C A B C10 √ √ A A A A B A

Legend –

√ - On Time

A - Excellent

B - Very Good

C - Good

D - Satisfactory

E - Poor

Conclusion– If the counter staff is well dressed and groomed the

first impression on the customer is good. A confident body

language, posture and gestures add to an overall good impression.

The staff is expected to have a good command of English, Marathi

and Hindi . The staff should correctly judge and use the language

the customer is at home with.

The ratings are high on timeliness. Dress Code and Grooming also

pass muster. Proficiency in Marathi is high but low in Hindi and

English. Body language was good showing confidence and ability

to do work.

205

INFORMATION AND KNOWLEDGE ABOUT TOURS

Table No. 6.125.2.

Counter Staff Knowledge of History

Knowledge of Geography

Tour Itinerary

Sight Seeing Points

BookingAir/ Rail /Bus

C1 A B A B A C2 C B C B B C3 C B B A C C4 B A B B B C5 C C A A B C6 B B C B C C7 A A A B A C8 C B B B C C9 B B C B C C10 A A A B A

Legend –

A - Excellent

B - Very Good

C - Good

D - Satisfactory

E - Poor

Conclusion -The counter staff has to follow up the interest of the

customer by actually booking the tour for him. This requires a

thorough knowledge of the history and geography of the

sightseeing places and sightseeing points. The tour Itinerary is

often asked and the counter staff has to know it thoroughly. Over

promising results in customer complaints later. The booking

follows a well laid procedure. After filling the requisition form the

booking is done .The domestic air ticketing is done by Abacus and

international ticketing by Galileo and Amadeus software. For Air

ticketing staff is usually an IATA certificate holder . Railway and

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Bus booking is done online. The counter staff is fairly well

equipped on all these parameters.

Practical / Execution Ability

Table No. 6.125.3.

Counter Staff

Selling Skills

Selling Add on tours

Bookings Transport Arrangements

Costing FIT

Online Ticketing

Abacus Amadeus Galileo C1 A A A B A A A A C2 B B B C C B C C C3 B B B C B B C C C4 A A A B A A A A C5 C C B C C A B B C6 B B B B C B C C C7 A A A B A A A A C8 B C C C C B C B C9 B C C B C B B C C10 A A A B A A A A

Legend –

A- Excellent

B - Very Good

C - Good

D - Satisfactory

E - Poor

Conclusion –Counter staff if experienced and well trained can help

to convert inquiry to sales and encourage the walk in customers to

buy add on tours. The ability of the staff to do tour costing is very

important. When there are specially designed tours, when air

transport is provided and where the customer adds additional

places to the planned tour itinerary then costing has to be done by

the booking staff. There was a good ability to do costing and make

transport arrangements and bookings

207

6.126On Tour Observations

6.126.1Background

On Tour Observations were made during a Conducted Tour to Dubai and

Abu Dhabi in December 2012. The Researcher joined the Tour as a paid

customer and made observations while on tour .The Tour was Ex Pune

and the flights were by Air Baharin . Bahrain Airways is one of the latest

budget airlines and has its operations base at Bahrain International

Airport, while its headquarters are at the Mohamed Centre at Muharraq.

The Flight was –BOM -AUH, AUH –DXB and return DXB –AUH and AUH –

BOM .The Tour included the Sightseeing points Burj Al Arab, Burj Khalifa

Jumeriah Beach ,Gold Souk and Sheikh Zayed’s mosque.The star

attractions were Dune Bashing (Desert Safari), Belly Dancing, Shopping

and Camel Rides.

6.126.2Research Methodology –

The Observation Method used here is in a natural setting with the

observer participating in the events .The duration of the observation was

for the period of the tour i.e. 5 days. The observations were limited to the

Tour Company and Guides marketing efforts.

6.126.3. Research Objectives

1. To experience firsthand the interaction between the tour guide and the

conducted tour customers.

2. To study the marketing techniques used by the tourism company to

promote their tour to the customers.

3. The marketing skills of the tour guide who becomes the face of the

company during the tour duration.

208

6.127The Marketing Techniques employed by the company –

6.127.1Pre Departure

The Marketing Techniques employed by the company -

The company held a lavish pre departure briefing session inviting all the

Dubai Tour customers. There was a presentation of the tour programme ,

tea and snacks and token gifts for all customers .

The Tour Guide was introduced and he spoke at length about the tour . He

gave detailed information about the Flight Timings, Itinerary, Sight Seeing

Points, and Local Transport arrangements.

Also the weather conditions in December (moderately Cold) , customs ,

dress code ( conservative ) and local language in Dubai were discussed .

The currency Dirham and its conversion to INR Rs 13 at the time and its

purchasing power were mentioned .The customers were requested to

follow the strict laws of Dubai. The company gave away fliers and

brochures.

The guide circulated and talked to each customer.

6.128At the Airport

The guide gave a pouch containing tea, coffee sachets, small snacks and

mouth fresheners. All packets had company logo as a promotional effort.

The guide was extremely helpful in filling immigration forms, distributing

tickets and helping with the hand luggage of the elderly customers.

6.129On tour

1. The guide had a smooth liaison with the local guides.

2. He tried to sell add on tours like Dhow Cruises, Dubai World Expo

Tour, Dubai by Night from the Burj etc.

3. The guide gave information about other Tours of the Company.

4. He mentioned the discounts offered on other tours.

5. There was a Loyalty bonus offered y the company for repeat

customers. The guide urged the customers o avail this facility.

209

6. At the end of the Tour the company had asked for filling up of a

feedback sheet to know the satisfaction level of the customers.

7. He guide noted down the Birthday dates and marriage anniversary

dates of all customers .later on we did receive a card and brochures on

that date.

8. The guide was extremely helpful at the airport, at sightseeing points,

and in shopping malls as Dubai is a shopper’s paradise.

6.130. Conclusion The conducted tour serves as a marketing tool to an

already captured customers base. If the services (hotel, food, S/S) and

Tour Guide are satisfactory then customers are more than likely to

book again with the same company.

210

6.131 Case Study of Marketing Strategy in Prasanna Holidays

6.132 Background of theCompany

The Prasanna Group was promoted by Mr. Keshav Waman Patwardhan

popularly known as Rayakaka .Mr.Prasanna Patwardhan ,the current

Chairman and ManagingDirector, has been instrumental in not only

consolidating the group activities, but also taking the group to the next

level. This exponential growth has been accomplished through his

visionary business acumen and the respect that he commands in the

business fraternity. At present the company has the following business

verticals Inter-city Bus (City to city luxury bus service) Rentals (Corporate

and individual car / buses on rentals) Holidayservices (tours, air

ticketing, VISA, Passports service) City Bus (Undertaking of Public

Transportation).

The Vision and Mission Statement of the company reads:

Vision Statement: “To be people’s chosen brand universally, in mobility

solutions, by serving beyond their expectations for every journey whilst

adding value to all stakeholders and society at large”.

MissionStatement: “Proactively understand customer needs and fulfill

them, by continuously challenging ourselves to provide innovative

mobility solutions to revolutionize the industry.”

Prasanna Holidays has its roots in simple bus operations. The bus service

began as a pick and drop service from Pune city to Pune University which

was considered far away from the heart of the City and had no bus or auto

connectivity. The first intercity bus was to Jalgaon. The Pune Jalgaon bus

laid the foundation of a widespreadnetwork of buses in Maharashtra and

Karnataka. In 1996, Mr. Prasanna Patwardhan gave wheels to Metrolink,

with Warun Travels, a major fleet owner, that operated luxury bus service

exclusively between Mumbai and Pune. Buses began to carry small

211

parcels (it started with mangocrates) to thebus destinations. This

developed into the cargo division which today carries personal and

industrialcargo to many destinations in India. The Tour division began as

a booking division for buses, railways and later airline ticketing. Tours

division came later with conducted tours inIndia and Abroad. The latest is

specially designed tours – F.I.T. (Free IndividualTraveler) cateringto

individual needs of the tourist. Next the overseas travel division –

Prasanna Overseas Travels Pvt. Ltd was incorporated to facilitate

domestic and international ticketing, hotel booking across the globe,

passport, VISAservicesand to provide air taxi charter service. The

Company was awarded the IATA status in 1996. With adequate

international tie-ups, Prasanna is today equipped to handle tourists and

NRIs visiting India.

Having established his presence on road and in the air, Mr. Prasanna

Patwardhan turned his attention to the other mode of travel – railways

and soon he was authorized by the India Railways to be a railway

travelers’ service agent for railway tickets reservation for all classes.

The concept of HOHO (Hop on Hop Off) was introduced for tourists who

could buy a ticket and board a bus, be dropped at tourist spots, board the

bus again and travel to the next spot. They had a full day for sightseeing.

The concept hotel ‘Smilestone’ is unique – it is a combination of a terminal

and a motel. ‘Smilestone’ is a ‘termitel’ on the PuneAurangbad Road near

Supe. Smilestone is today well known for its excellent food, rest rooms

and well-appointed suites for overnight stay. Prasanna Bus passengers

take full advantage of ‘Smilestone’ individual travelers to Nagar and

Nagpur take advantage of it, as do enthusiastic customers who go there

from Pune for a one day trip.Prasanna’s third new venture was the

introduction of city buses. This was done is Delhi, Nagar and many

othercities. Private Bus Operatorsrunning city buses was a very new

concept.Prasanna Group started its city bus operations also in Jalgaon.

Today ,twenty Ashok Leyland Stag buses and six SLF (Semi-Low Floor)

buses branded ‘Ecobus’, run in Jalgaon covering 15 routes with a

212

frequency of 10 minutes. Passenger response to the ‘Ecobus’ has been

overwhelming thanks to some very innovative facilities on offer like

special seats for ladies and senior citizens, concessions for school going

children, LED displays at bus stops and on the buses delivering

information on the ETA and routes covered, e-tickets, RFID Smart

Card,monthly passes and SMS alerts to parents about their children’s

travel. AGPRS system keeps the headquarters in Pune informed of the

actual position of the bus fleet on road. City buses now ply in

Bhopal,Nagar, Indore Delhi and Pune.

6.133Prasanna Spectrum of Services

Prasanna Purple offers a wide variety of services ranging from Bus

services, railway booking, domestic and international tours , airline

ticketing , visa and passport services and cargo delivery . A look at these

services -

213

6.133 .1 Surface Transport -Buses

City Buses

Prasanna Bus Division with their logistics partner Purple Solutions

undertake public transport projects under the Public Private Partnership

initiative taken by Central Government under the scheme of

JnNURM.Under the scheme the entire responsibility of operating City

buses is given to private entrepreneurs wherein the bus operator is

responsible for running & maintenance of the buses, recruitment of crew,

collection of revenue etc. Prasanna Purple does the planning and

designing of routes, schedules and frequency, training and monitoring

performance of crew members and overall management of the bus

operations. In a bid to make its bus operations one of the most efficiently

run public transport service in the country, Prasanna Purple Mobility

Solutions has implemented a cloud-based solution from Icertis. The

solution, Icertis Public Transport leverages Microsoft Azure and is

designed to help city and inter-city bus operators optimize efficiency and

maximize revenue. The solution will enable Prasanna Purple with

centralized bus network planning capability for optimal utilization of

routes, schedules and drivers.

Prasanna Purple along with Icertis is also expected to collaborate in

delivering a hi-tech and contemporary travel experience to passengers,

who will soon be able to check bus schedules, route details, estimated

travel time and fares, bus timings, as well as traffic information both

online and on mobile devices, all in real time.

214

The current status of City buses is as follows –

Chart No. 6.133.2

With a fleet of more than 700 buses operated daily across India and highly

successful City Bus operations in Delhi ,Bhopal, Indore, Pune and

Ahmednagar .Prasanna Purple Mobility Solutions Pvt. Ltd. is today a

credible name and a trustworthy name.

Intercity Bus Service

These are City to City Super Luxury air-conditioned coach services

operate on all major routes with high end luxury buses like Volvo,

Mercedes and Tata sleeper coaches. Prasanna Purple has a very strong

presence in Maharashtra and important cities from neighboring states.

Pune is the main hub operating 75 schedules every day with a fleet of 110

buses.

Rentals

Car and Bus hire service is available for Individual and corporate clients.

Timely and efficient service is provided to the loyal customer base. They

are hired for corporate events, family picnics, airport transit, etc.

City Local

Authority Buses

Manpower

Bhopal BMC 225 724

Indore IMC 98 664

Delhi DMRC 79 200

Pune PMPML

MSRTC. 222 742

Ahmednagar AMC 23 133

215

6.134 HOHO

India's first Hop on Hopoff (HOHO) sightseeing tour service which was

launched in Delhi under the flagship collaboration with Delhi Tourism.

HOHO has 14 low floor Air-conditioned buses which loops around 19

major tourist destinations and 100 additional adjoining sightseeing

points.

6.135Smilestone

SmileStone is an excellent Motel which located on Ahmednagar highway.

It is landmark destination for tourists who prefer to halt on the way to

Nagar ,Shirdi and Nagpur .Smile Stone, a joint venture between Prasanna

travels and Wadeshwar Restaurants group, is located on Pune-Nagar

Highway and is an ideal location for travelers to break their journey and

take time to enjoy the serene surroundings and enjoydelicious food

Located at 90 kilometers from Pune and 20 kilometers from

Ahmednagar, Smile Stone offers an array of cuisines and also has the

option of takeaway food parcels for those in a hurry. Comfort and prompt

service have made Smile Stone the choice of business travelers, families

and vacationers alike.

216

6.136 Prasanna Cargo Division

“’Quiker is not costlier!,” is the slogan of Prasanna Cargo division .

The cargo logistics network covers 250 strategic delivery locations, 89

offices across 11 states (including the metros, Tier-I and Tier-II cities) and

an ambitious expansion plan that targets greater geographical coverage in

the country.

Mr. Saurabh Patwardhan has been instrumental in shaping Prasanna

Cargo into a rapidly emerging and highly acclaimed cargo carrier, trusted

by India’s leading corporates .After studying Management (specializing in

Marketing)from Nottingham University, he joined the organization with

several challenges cut out before him. A third generation leader from the

Patwardhan family, his stewardship has seen Prasanna cargo

metamorphose into a brand that symbolizes technology and excellence.

Prasanna Cargo offers Express Service through Air, Road and by Railways,

giving the customers a choice to select the suitable mode of transport

depending upon their cargo , time and economy requirements .

The goods handled by the cargo department include

217

Lifestyle

Automotive

Pharmaceuticals

FMCG

Engineering

White Goods

6.137 Prasanna Holidays

The Tour Division is headed by Mrs. PriyadaPatwardhan. She hasa varied

experience in Air Ticketing, Foreign Tours, itinerary planning and conduct

of tours. Mrs. Patwardhan is in charge of designing and marketing of both

domestic and international tours .She is supported by a team of technical

and marketing personnelattheheadoffice.

Prasanna Holidays provides Package, Conducted and specially designed

tours all over India and abroad. The tours include the hill station circuits

like Shimla ,Kullu , Manali in India , Char DhamYatra and sightseeing tours

to Banglore Mysore Ooty .Foreign popular tours include Singapore ,

Malaysia and Bangkok , Hongkong , China Macau and Dubai . Today

Prasanna Holidays is keen on designing unique and offbeat tours to places

like Leh, Rohtang Pass, Pindari Glacier, Valley of Flowers etc .Prasanna's

adventure tours packages include trekking, mountaineering, aero-sports,

camping, skiing, ice-skating under the supervision of experts .Customers

can enjoy Jungle safaris and visits to wild-life sanctuaries. Prasanna

Holidays designs tours for the customers who are keen to visit a

particular destination. This tour is specially designed and much thought is

given to the sightseeing points, hotels food and transportation so that it

meets the customers’ expectations. Special ladies groups, children’s

groups and club member tours are also arranged .Prasanna holidays is

into Meetings, Incentives , Conferences and Exhibitions (MICE )Tours all

218

part of Corporate segment . These groups are often fairly large and travel

for business purposes . Their corporate programme is followed by a day

or two of sightseeing. These arrangements together with the travel

bookings are made by PrasannaHolidays .

1. The Tour division responsibilities include Counter sales – Answering

queries of walk in customers , telephone inquiries , making hotel and

tour bookings , Airline ticketing .

2. Itinerary Planning

3. Planning conduct of Tours

4. Railway ticketing

5. Costing of Tours

6. FIT tour planning

7. Providing tourist information to customers

8. Arrangements for add on tours.

9. Being in touch with customers, keeping them updated about their

tours.

10. Handling customer complaints.

6.137.1 Marketing activity at Prasanna Holidays

In discussion with Mrs Priyada Patwardhan the researcher learnt the

philosophy of Prasanna Holidays –

The basic tenantsof the company are –

1. Every employee is a salesman of the company services. He may or

may not be in the marketing department but he is a salesman for

customers and should be aware of the tour offerings and booking

procedures.

2. The culture is very young and vibrant. Among the staff ideas are

freely exchanged and tour experiences shared. There is good team

spirit and stand up meetings are held every day at the start of the day

for 10 minutes.

Kolahapur Branch Manager

Aurangabad Branch

Manager

Nashik Branch

Manager

Manager Tours

Sales Officer

Office Boy

Manaer Tours

Sales Officer

Office Boy

Sales Officer

Sales Officer

219

3. Communication is open and formal meetings are held regularly. The

meetings always have an action plan with deadlines for completion of

the tasks decided upon. Most tour decisions are taken collectively.

4. Incentives are given once a year on the basis of the performance.

There are schemes like ‘employeeof the month’ to encourage the

performance of the staff.

5. Training is continuous. It is given by senior staff and very often

experts are invited from outside to give special training. A training

calendar is made at the beginning of the year and the company’s

training commitment is for 60 man hours for all staff. The training

emphasisesgoodsoftskills, detailed information of sightseeing places

and manual and online bookingsystems.

Chart No 6.137.2 Organisational Chart of Prasanna Holidays

220

Manager intrational products

&contracting

Executive DomesticOperationnn

s

Manager Accounts &

Finance

Assistant Accounts

Assistant Accounts

Officer Accounts

Office Boy

Manager Conducted

Tours

Executive Sales

Director MrsPriyadaPatwardha

n

GM Tours & Travels

MrMazharShaikh

Business Development

Team

Exe Sales & Operations

Manager Tours

Manager Tours

Pune Branch

Manager

Nagpur Branch

Manager

Kolhapur Branch

Manager

Aurangabad Branch

Manager

Nashik Branch

Manager

Branches Central Team

Manager International

Sales

Sales Officer

Officer Air Ticketing

Office Boy

Officer Passport & visa

Officer accounts

Office Boy

Manager Tours

Sales Officer

Office Boy

Manager Tours

Sales Officer

Sales Officer

Sales Officer

Office Boy

Sales Staff

Guides

221

.137.3 The marketing process at Prasanna Holidays

The seasonal planning is done well in advance. This planning is done

with the inputs from the central team including Manager -

international products and contracting, Domestic tours manager,

Conducted tour manager and the Branch Managers at different

destinations. The meeting takes into account the current customer

demands of destinations, holiday dates, festival dates and popular

tours of the last season .Costing of tours is done with the help of the

Manager Finance and Accounts. The Director takes the final decision

regarding thetours , costing and dates . She also decides which tours

would be package tours and which are to be conducted tours .

The marketing of tours begins at this stage . The sales executives make

sales calls tocorporates, social clubs and business associations. The

website is updated and information about all the tours is uploaded

.The counter sales people are well versed in sales and began sending

brochures to existing customers .The counter staff have a good

knowledge of geography and history . Some of them have donethe

IATA course for Airline ticketing and many of them have done travel

and tourism courses,

All purchases for international tours like hotel rooms and rental

buses abroad are made centrally by the Manager International

Products and Contracting . The manager Domestic tours books hotels

and blocks bulk airline tickets. The branch managers are well versed

in tours. They take bookings at their offices and the tour is conducted

ex Pune. If there is asizeable group the tour is conducted from the

branch office .Logistic support is given by Pune HQ.

The discounts offered are early bird discounts ( to bookings made a

month in advance ) , loyalty bonus ( to repeat customers ) , Senior

citizen discounts and group booking discount .The conducted tour

division has guides who go on conducted tours and man the counter

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for sales before going off on tours .The sales are always better when

this happens .

After the seasonal tours a meeting to evaluate the sales for the period is

taken . Each sector is analysed and changes are made in the itinerary

for future tours . Customer feedback is analysed and suitable changes

in hotels, food and bus operators is made.

6.137.4SWOT Analysis

Chart No . 6.137.5 SWOT Analysis of Prasanna Holidays

Strengths -Prasanna Holidays is a part of the Prasanna Group . So it

enjoys the association with an established brand name.

It is a pioneering company and has a strong data base of tour itineraries

Experience Staff Excellent Training

Connected to Surface transport operators in India and Abroad

IATA recognized company

Latest communication systems for booking

Strengths Weaknesses

Opportunities Threats

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Weaknesses

Revert time is high

Prices are above average

Competition is fierce many players in the leisure tour segment

N Competition from new entrantswith lower prices

Specialist entrants in specific sectors

Opportunities

Vertical integration –can integrate services and add new branches and

franchises in more cities

Operating in a growth market

Has national market opportunities because of brand and bus services .

Potential to become a premier providerof services under one roof

Threats

Economic downturn leading to less disposable income

Customer making their own airline bookings

Local competition

Customers are planning their own tours with net surfing and booking.

Conclusion – Prasanna Holidays is an established tourism company. It

now needs to keep up with the changing customer base and marketing

trends to continue to be one of the leading tourism companies in Pune.

A discussion with the Director and the marketing team revealed the

following new marketing methods -

Group SMS of new tours to existing customers

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Customer for life concept .This concept is designed to keep the customer

with Prasanna Holidays by offering him discounts on his bookings of

subsequent tours.

On Tour medical insurance free till the age of 60 years to customers

Get more already existing groups like Ladies groups and business groups

and give them group discounts.

Specially designed tours for individual families

Attractive updated website

Tour Planning for Destination Wedding

Advertisements in Prasanna Buses.

Tour posters displayed at all Prasanna Group Offices and Branches.

6.138Conclusion

Prasanna Holidays is thus a professionally managed company. It is using

the latest technology for the planning and execution of its tours. The

company is poised to consolidate its position and reach new heights with

its innovative and well planned marketing strategies.

Documents

Chapter VI - INFLIBNETshodhganga.inflibnet.ac.in/bitstream/10603/84894/11/11... · 2018-07-08 · Measures of dispersion (range, variance, standard deviation) The Extent of symmetry/asymmetry