TOURISM MARKETING IN CHENNAI

EXECUTIVE SUMMARY

Tourism Industry is one of the fastest growing industry in the world with an average GDP of 11.6%. Changing lifestyle of the people because of a sudden increase in their income levels accredited to the opening up of the economy and Multinational Corporation has led to the steep growth of tourism industry in India. Tourists attention is shifting from established destinations such as European countries to emerging destination such as Asia-pacific countries. Travel barriers have been broken and there is a flow of free trade. Tourism has become multiple activates focused with the integration of shopping and recreation, entertainment and education and culture and meeting/business center development. India a subcontinent sprawling several hundred kilometers, with population over nine hundred million, is undoubtedly the largest democracy in the world with a thousand year old civilization. The project provides an outlook to the various reasons for India Being such a sought after tourist destination.

A few suggestions about development of tourism in India have been market in the project such as planning, organizational structure, business process reengineering, information systems, operations management, marketing strategy formulation, environmental impact assessment and project management.

Besides tourism industry as a whole a study has been made about Tourism Corporation of Chennai Limited. An overview of the organization and its policies and above all an attempt has been made to perform a SWOT analysis for both the industry at the macro level as well as for the origination at the end of the project study.

1.1INTRODUCTION:

DEFINITIONS OF TOURISM INDUSTRY

Tourism Tourism is the totality of the relationship and phenomenon arising from the travel and stay of strangers, provided the stay does not imply the establishment of permanent residence and is not concerned with the remunerated activities.

Who is Tourist? Before we precede any further we need to define a tourist for our study. The most suitable definition we came across is given by the United Nations. This definition is generally followed by all the countries in compiling their tourist statistics and is not based on motivation but on an economic concept.

"A Tourist is a temporary visitor to a country other than the one in which he usually resides for any reason other than following an occupation remunerated within the country visited." It is further elaborated that the temporary period should not be less 24 hours. There is considerable cross border day traffic amongst many groups of neighboring countries. Such visitors are defined as Excursionists. On the above lines it has been argued that if pleasure and recreation have become the main motivation of present day tourism then why should visitors who whose main purpose is to conduct business, attend a conference or see relatives and friends be considered as tourists ? The answer is that a visitor to a conference or one who has come for a business purpose in his spare time also behaves like a 'pleasure1 tourist. He goes on sightseeing and shopping trips, visits clubs and bars, and so on. The determining factor is whether the visit is being paid for in foreign currency or from within the country.

The above definition can be vastly different from what we generally perceive. However, when the facts and the figure are calculated as to the number of people visiting a country, the above definition is taken into consideration.

1.2 Scope of the Study:

Which type of customer is a tourist? No formal definition could be found but their exist a debate on the profile of the tourist. One of the classifications given by Aderholt says that there are three major types, they are Type 1 is your conventional beach holiday maker who seeks sun and sand, shuns contact with the locals, and heads for organized package tours and club vacations. Type 2 combines sightseeing with some bathing in seas or lakes, is reasonably curious but not overly interested in local culture, and also prefers organized packages. Type 3 is the 'alert, independent travelers' who is eager for new impressions and experiences, as well as social and culture contacts. He or she prefers small hotels typical of the host country's architecture and materials, and arranges trips on an individual basis, not through charters or packages. These travelers are also often richer, better educated and married. Now India has to decide which type does it want to attract and thus structure its resources for the same.

OBJECTIVES

The objective behind our undertaking this project is: To have knowledge about the Marketing of the Tourism industry in India. To provide an outlook both the people already in the industry as well as for any entrepreneur who wants to enter the industry. To have an in- depth knowledge about the working of the tourism industry in India To identify the specific problems a tourism industry is facing. To study the impact of the tourism industry on the local economy and to establish benchmarks for the industry to realize its full economic potentials.

1.4 IMPORTANT OF TOURISM: Persons traveling for pleasure, health and domestic reason. Persons arriving in the course of sea cruise. Persons traveling for business purpose. Persons traveling for convention.

1.4 RESEARCH METHODOLOGY RESEARCH DESIGN The design chosen for this project was DESCRIPTIVE RESEARCH DESIGN . Which is used when the purpose of the research is to? Describe the characteristics of the certain groups. Estimate the proportion of the people in a specified population who behave in a certain way. Make specific predictions.

RESEACRH INSTRUMENT The research instruments used for the project are. Questionnaires Personal Interview

SAMPLING METHODS The sampling method used was Probability Sampling, under Simple Random Method was used. SAMPLE SIZE: 100

SAMPLE AREA: Chennai Region

CHAPTER 2:

Definitions followed in India and across the world

International Visitor An international visitor is any person visiting the country on a foreign passport and the main purpose of visit is other than exercise of an activity remunerated from within the country or establishment of residence in the country. This definition covers two segments of visitors 'tourist and same day visitors'.

Foreign Tourist A foreign tourist is a person visiting India on a foreign passport, staying atleast 24 hours in the country, the purpose of whose journey can be classified under on of the following headings. Leisure Business, family, meeting.

International definitions

Forms of Tourism Domestic Tourism: Involves resident of a given country traveling only within this country. Inbound Tourism: Involving non- resident traveling in the given country. Outbound tourism: Involving resident traveling in another country. Internal tourism, which comprises domestic tourism and inbound tourism. National tourism which comprises demonstration outbound tourism. International tourism, which consist of inbound tourism and outbound tourism.

Basic Tourism units All types of travelers engaged in tourism are described as visitors. Therefore the term visitor represents the basic concept for the whole system of tourism statistics.

Travelers

 Visitors Other travelers

Also tourist are overnight visitors while the rest are same day visitors.

International visitors For statistical purpose the term international visitor describes any person who travels to a country other than that in which he or she has usual residence but outside his / her usual environment for a period not exceeding 12 months and whose main purpose of visit is other than exercise of any activity remunerated from within the country visited.

History of Tourism Industry It is difficult for us to have command on the cyclic movement of fashions, needs, requirements and the lifestyles. The law of nature, which forces us to welcome a change, of course, influences the process of change. If we delay, the seeds of dissatisfaction and monotony get a conductive nexus for their germination and development. Hence to control or regulate the process, we allow a change which influences our decision-making behavior and forces us to welcome a change of place. It was against this background that the travelling was transformed into a business and of late is an industry. The process of transformation has witnessed number of ups and downs in almost all the areas. Right from the very beginning of culture and civilization, we find the process of change continuing, of course as a pilgrimage. There is no doubt in it that the Roman Empire injected life, strength and the continuity to travelling and therefore the credibility for the development of tourism industry ultimately goes to them.

The fall of Roman Empire resulted into downfall of tourism, at least till the end of Middle East. The available facts reveal that Roman evinced interest in visiting temples, shrines, festivals and baths for health and amusement. The contours of Development underwent radical change atleast till the 15th century. The trade and commerce along with religious activities gained the momentum but till the beginning of industrial revolution, tourism continued to remain the matter of pilgrimage. Of Course a number of developments took place between 15l and 18l centuries. Specially In the industrial world which raised the significance of specialization or expertise for excelling competition. This motivated the elite of the society to go abroad for enriching the knowledge, speeding up the learning cycle

developing the excellence and making possible cross fertilization of thoughts and ideas. By the turn of 19lh century, we find multifaceted development in transportation,

communication and, technological sophistication, which energized the process of industrial transformation. The tourism started developing as a business and the professional Travel agents started taking part in the process. With the beginning of the 20lh century the process of invention and innovation stated gaining momentum which made ways for the development of infrastructural facilities and further added new dimensions in tourism business. No doubts, the World War I and World War II obstructed the flow of development but the second half of the 20th century proved to be golden age, since almost all the countries of the world started patronizing tourism as an important economic activity.

Thomas cook was of the view that beauty is for the people. The opinion of n Mr. Cook generated new dimension in the tourism business, which paved copious avenues for development of tourism as an industry. We can't deny that since the time immemorial travel has been first choice of masses , the qualitative improvement in the process could take place with the participation and co-operation of leading global organization , such as WORLD TOURIST ORGANISATION, PACIFIC AREA TRAVEL ASSOCIATION,

INTERNATIONAL UNION OF OFFICIAL TRAVEL ORGANISATION or so With the development of a broader concept, the essence of Tourism further distilled and it was more holistic approach because in the general theory of tourism, Walter Hunziker and Kurt Kraph (1942) considered it both a human As well as economic activity. In 1974, Burkat and Medlik again brushed up this approach since they viewed tourism as a composite phenomenon embracing a whole range of different relationship between traveler's and the host population. The fun and excitement, no doubt, gained the momentum with the holistic approach. This New approach made possible development of traveling business Policy planners as well as as an industry. The

the environmentalists pinpointed the side effects of

manufacturing industries remained the only solution to strike a balance between ecology and industry. The traveling business that was transformed into an industry was efficacious in delivering goods to the found

socio-economic molecule and the multiplier

effects could be extent. .Almost all the countries started exploring new devices for generating foreign exchange to fulfill their multi-dimension socio-economic requirements.

The intensity foreign exchange requirement was found at its peak and the tourism appeared to all of them an important source to be tapped optimally.

In the face of succulent benefit, the developed, less developed and even the Developing countries started assigning due weight age to the tourism industry in their national development agenda. We agree with this view that with tremendous Socio-economic potential, the tourism industry is considered to be an economic bonanza which paves avenues for the Development of a number of allied Industries, such as hotel, communication, banking transportation, trade and commerce or so. In addition, we also consider tourism a potential source for making possible world peace through mutual appreciation and international understanding.

In the Indian perspective, we find Seventh Five Year Plan as watershed in the Development of tourism industry. For the first time, the vast potential of tourism as a foreign exchange earner and generator of employment opportunities was recognized.

Several policy initiatives were taken to develop the tourism sector In the development of tourism, the public sector has made a significant contribution. Of late, the industry is equipped with a reasonable infrastructural base and is poised for a self-sustained growth. The future growth of tourism is required to be activated with the support of the private sector. The strategy for the development of tourism is required to be designed on the basis of low-cost economy, higher level productivity, efficiency in the use of infrastructure and sophisticated tourist facilities.

In the Eighth Five Year Plan(1992-97), the special tourism areas have been selected and in the Ninth Five Year Plan(( 1997-2002), we took forward the energizing the process of development but the image problem is found complicating the task of Professionals. In the business world, we need more professional excellence to make an assault on the image problem and it is in this context that we make a strong advocacy in favour of conceptualizing innovative marketing with help of world class professionals. We have tremendous opportunities and the professional excellence would make ways for capitalizing on the same optimally.

An Industry Overview Tourism is one of the world's fastest growing industries at present and holds the status of the world's No.l industry. There is currently an estimated 500 million international travelers worldwide. The figure is expected to rise to 660 million by the end of the year 2002 Ad. The tourism industry as a whole is presently estimated to earn over US$3.5 trillion world wide creating a job every one of those direct jobs creating another 11 indirect ones. Spending on tourism amounts to 5%-10% of total consumer spending in a year, worldwide.

India's share of the total market is a 0.51%. Nevertheless, tourism has the distinction of being the third largest export industry after gems and jewellery and readymade garments in India. The significance of tourism in terms of employment generation Is rising too. In 199697,direct employment in the sector was estimated at about seven to 9.1 million people, accounting for around 2.4% of the total labor force. Tourism has now come to occupy a strategic position and in the near future will be a real money-spinner. Challenges faced by the Global Tourism Industry At present the global tourism industry faces the following issues and challenges : There is increasing competition from developing countries within the Asian region such as to gain a market share of the tourist industry. At the same time, well - known industry players such as Thailand, Hong Kong and Singapore are launching aggressive promotions to attract tourists particularly from Europe. As the won, yen, baht and rupiah suffered the regional currency crisis, there will be a decline in tourist arrivals from South Korea, Japan, Thailand and Indonesia. Tour operators face financial constraints due "to the slowdown in tourist arrivals and tight credit situation. Feedback from the industry indicated that 85 per cent of tour bookings for September to December 2002 were postponed or cancelled. At the same time, there is a decline in outbound travel. The earnings among tourism related companies are forecasted to drop sharply by about 30 per cent to 40 per cent for the fiscal year 2003-04. Small- sized travel agents that concentrate purely on ticketing and outbound travel are facing cash flow and capitalization problems. Low tour booking continue to be recorded for the first quarter of 2002 because of the uncertainty that the haze might recur. Foreign tourists are concerned about their personal safety when traveling in the region. The hotel industry is facing an oversupply of hotel rooms particularly in the Klang

VALLY. In 2002, the number of hotels had increased to 1,365 and over Exceeded the target of 1,340 hotels by the year 2004. There is a tendency for taxi operators to overcharge foreign tourists. Past experience in promotions indicated a direct correlation between expenditure on promotions and tourist arrivals. So it is necessary to focus more on increasing promotion expenditure so as to increase tourist internationally.

Features of Tourism Industry For making the marketing decision effective, it is pertinent that the tourist Professionals are well aware of the silent features of the tourism product. This would help them in many ways.

1.

Tourism Product is highly perishable. Perishability is an important factor that influences the decision-making behavior of

the tourist professionals. The product is used just when it is offered and therefore, if it remains unused, the chance lost, the business is lost .If the tourist don't visit a particular place, if the seats in hotels, aircraft remains vacant the Business is lost .This makes the product highly perishable and make it essential that the tourist professionals make the best possible efforts to promote the services in such a fashion that opportunities never remain untapped.

2.

The tourism is a service product We find services the only product used and sold in the tourism industry This makes it

essential that the tourist Professionals assign due weight age to Creative marketing strategies which are found proactive. This level of judgment And knowledge possessed by the individuals and related to tourism reflect on the satisfaction derived by the tourists after visiting a place. In this context, the marketers need to, are high performers, personally committed, imaginative and so. This helps them in capitalizing on the opportunities optimally.

3.

Intangibility complicates the task of marketers We are well aware of the fact that tourism is a multi-segment industry in which the

transportation and accommodation services constitute a place of outstanding significance .The tourist Professionals find it difficult to persuade the users by displaying the seats in the

aircraft and the bedrooms in the hotels. The users first use and then come to know about the quality.

4.

The services are for pleasure It is right to mention that the tourism services are used by the tourist to enjoy. By

Visiting tourist resorts, spots, sites, beaches, they get pleasure. We also find the services instrumental in enriching the knowledge bank of tourists or the crazy persons use the services to taste the flavor of adventure, This makes it significant that the tourist organizations make the centers attractive by adding additional Attractions.

5.

Users are supposed to visit the centre For availing the services of the tourism industry, it is pertinent that the users visit the

physically. The users are supposed to come all the way to the spot. This necessitates setting of Product features in a right way.

6.

Adequate infrastructural facilities for the tourism product No doubt that almost all the industries need infrastructural support, but the tourism

industry can't exist if hotels, transportation services are found non-existent. Thus we find infrastructural facilities essential to improve the quality of services. Efficient transportation facilities, hygienic hotel accommodation, sophisticated communication services are some of the key infrastructural facilities add attractions to the tourism services.

7.

The users are a heterogeneous group of people It is important to mention that the tourism users come from different regions, income

groups, sections, age groups, genders, professions or so. This makes it essential that the are families with the different groups of people using the services.

8.

Foreign Exchange Earner Travel & Tourism has emerged as the largest export industry in the world and India

has share in this prosperity. Its foreign exchange earning from tourism went up from Rs. 32 crores in 1974-75 to Rs. 11000 crores in 1997 at current prices. Travel & Tourism is the third largest foreign exchange earner in the country next to Germs & Jewellery and Textile and Garments. If one were to ignore its negligible import content, tourism would rank even higher than the other two in terms of net foreign exchange earnings.

9.

Employment Generation Foreign exchange earnings, apart, the Travel & Tourism sector's potential for

Employment generation is immense both in terms of numbers and cost Effectiveness. Travel & Tourism provided direct employment to 8.5 million people, accounting for 2.4% of the labour force, in 2000-01.The figure went up to 9.1 million in 2001-02.Indirect employment was of the order of 21.4 million. Compared to agriculture, which generates 44.7 jobs per million rupees of Investment, tourism notches up 44.7 jobs for the same investment.

Tourism In Asia Over the last decade, the Asia region has been the fastest growing tourism region in the world. Tourism is one of the most important sectors in a large number of Asian countries. Increase in economic growth, disposable income and leisure time, political stability, and aggressive tourism campaigns, among other factors; have fueled the significant growth of tourism. It reviews the growth and development of the tourism industry in the Asian region. The future outlook is bright for the tourism sector, and the region is expected to maintain a high rate of growth well into the next century. 1.Tourism Growth Factors A Number of factors are responsible for the rapid growth a development of the tourism industry in the Asian region. These include the strong economic growth, increase in income breakdown of political, barriers, easing of travel restrictions, liberalization of air transport, and focused marketing campaigns. These factors are expected to accelerate the growth of tourism over the next decade.

2.Economic Growth The rapid growth for the tourism industry is a reflection of the region's booming and diversified economies. Economic growth has ranged between an average of 6% to 9% in the last decade, in contract to 3% to 4% growth achieved by the rest of the world. Only the industrialized countries of Australia, Japan, and New Zealand show a lower rate of growth than the rest of the region. China, which has achieved double-digit growth over the last 5 years, is poised to become one of the world's largest economies and surpass Japan in the next decade. The region is expected to maintain its growth at a rate between 6% to 8% over the next decade (IMF 2001) Strong economic growth in Asia is attributed to a focus on market reforms, export oriented industries, stable currencies, diversification of the economy, and

massive injection of foreign capital. Billions of dollars and being poured into the tourism infrastructure to accommodate a burgeoning Asian tourism industry. This has intensified trade, investment, and travel within the region and with the rest of the world. Asian governments have also sought to avoid extremes of inflation and unemployment, and are keeping budget deficits small or running surpluses. It is no wonder that the region has attracted much attention from the rest of the world regarding its success. The opening up of Indochina, Myanmar, and China to tourism, and given the increasing number of companies setting up bases and new businesses in the region the volume of business travel will rise. This will provide ample marketing opportunities for travel-related business.

3. Increase in Income and Leisure Time As a result of strong economic growth, disposable incomes have soared in Asian countries and along with it, the propensity to travel. Leisure consciousness has been enhanced with travel no longer seen as a luxury. In fact, it is now seen as an affordable commodity to be enjoyed by all who choose to engage in a variety of leisurely pursuits. Some Asians may see travel as a status symbol, while others see it as relief from the pressures of work. The introduction of a 5-day workweek in China will provide Chinese residents with more leisure time that will likely be devoted to travel. A number of Asian countries have recorded significant growth in real per capita income over the last year with Singapore (7.3%) Thailand (6.8%), China (10.3%), 5. Korea (6.7%), and Indonesia (7.1%), Showing the highest growth (IMF 2001). Rising incomes have created a middle class of .sophisticated and affluent Asians who are better educated, have more disposable income, and who appreciate the value of leisure. Although price conscious, they still demand high qualify products. Since Asians are more likely to travel in groups and families, more travel products and services, such as tour packages that incorporate activities, must be designed to cater to their needs. His may include travel to exotic places, soft-adventure travel, cruises, and sports related tours, amount others. Disposable incomes will continue to rise, and thus fuel the demand for leisured travel. The trend among Asian countries is towards more frequent regional holidays to various destinations and resorts within the region.

4. Liberalization of Air Transport Traditionally, Asian countries have safeguarded their national flag carriers to protect

them from foreign competition. However, the situation is changing as governments realize that such restrictive policies are counterproductive to tourism. Singapore and Taiwan have already signed open skies agreements with the United states and similar agreements are expected between the U.S. and Malaysia, S. Korea and New Zealand. Liberalization of air transport will only serve to enhance trade and tourism growth in the region. It will to lead to more multilateral open skies agreement between countries. In other parts of the region, Thailand and Middle-East are showing more tourism growth as a result of liberalized internal aviation policies. Indonesia, the Philippines and south Korea have followed suit with similar aviation policies. Indonesia's limited open skies policy invites foreign airlines to fly to new international destinations and participate in code sharing agreements with Indonesian airlines.

5. Future Outlook The Asian region will still maintain its status as the fastest growing region in the world and most forecasts point to the region's healthy long-terms prospects. The WTO'S (1996) forecast reveals the region emerging as the world's number two region behind Europe in 2010 with 229 million international arrivals, growing at an annual rate of 7.6%. The rapid growth of tourism will create new marketing opportunities in the cruse line industry, timesharing, meetings market, while China has the potential to be the next major visitor generating market. Major events that have boost the status of the region include the Cummonwealth Games in Malaysia in 1998 and soccer's World Cup in Korea and Japan in 2002. Forecasts by the World Travel and tourism Council (1995) for the Asian region reveal that by the year 2005, travel and tourism will generate US$1.9 trillion in gross output, and account for 11.6% of GDP. Further, the industry will create and additional 105 million new and indirect jobs. To support this growth, US%553 billion in capital investments will be needed for the infrastructure and superstructure. Strong Economic growth will continue to increase disposable incomes and stimulate the desire to travel. This will increase the demand for air travel, which is expected to grow at an annual rate of 8.6% till 2000 and 7.1% from 2000 to 2010. By 2010 the Asian region will control half of the world's total passenger traffic. Japan will dominate the traffic with over 90 million passengers, followed by Hong Kong China, and Singapore. The fastest growing travel markets by 2004 wil be Vietnam, China, Taiwan, Indonesia, and Thailand (Air Transport Action Group 1995). To accommodate the demand for air travel, airlines in the region will take delivery of more than US$100 billion worth of aircraft. As of March 1996, Asian airlines

had firm orders and options for a total of 575 aircraft (Muqbil 1996). New airports are opening In Hong Kong, Korea, and Malaysia, while expansions in Singapore and Indonesia will help to alleviate capacity and congestion problems. Billions of dollars will be spent in capital investments to meet the increasing demands of a burgeoning tourism and hotel industry. Joint promotions and alliances between NTOS and the private sector, will create a stronger collective tourism product that will increase arrivals and enhance tourism growth Finally, the recent devaluation of the regional currencies will also have major implications for the tourism industry In the region. Inbound travel will increase, as visitors will be attracted by the higher purchasing power in countries where currencies have been devalued. More specifically, visitor expenditures will increase as a result of a higher length of stay and attractive prices. In the short term, devaluation may have some negative impact on outbound travel and operating costs, but the long-term benefits will outweigh the costs.

Tourism Marketing: In tourism marketing a destination is being marketed. Once a destination is shall to a customer or customer group, everyone who is providing the service in relation to tourism gets benefited. A destination can have a large variation of products or benefits to offer and a unique combination of features that cannot be duplicated elsewhere. The question that arises is how is one to attract tourists to Chennai an industrial hub of India had nothing as glamorous as the Taj Mahal or the backwaters of Kerala or the beautiful landscapes of Kashmir to talk about. This was the task faced by TGCL in 1975 i.e. how to develop and promote tourism in the state and maintain and strengthen the existing tourist infrastructure. A clear perception of tourism marketing requires a brief analysis of marketing. We are well aware of the fact that there have been fundamental changes in the traditional concept of marketing which has been influenced by the multidimensional changes in the business environment. A transformation in the attitudes, lifestyles and expectations is the result of a number of developments. Professionalism paves the ways for expectations which opens

doors for quality generation vis--vis competition. Almost all the organizations producing goods or generate services have no option but to assign an overriding priority to quality Gradation that requires innovations. This necessitates change in the concept marketing, which determines its functional boundaries. We find satisfaction of users the focal point around which all the functional areas of marketing cluster. While clarifying the perception of tourism marketing, it is essential that we assign due weightage to the three important considerations, the first generations of fits by the tourist organization second world class services to the

tourists rich help In satisfying them and the third positive contributions of tourist organizations to the process of social transformation and ecological balance. We consider marketing a human activity that direct the flow goods and services from producer to consumer or users. Kolter finds marketing a social and managerial process by which individuals and groups obtain what my need and want through creating and exchanging products and value with others In view of the above, the following points emerge regarding tourism marketing:

Tourism marketing is process of creating a product or providing a service.Tourism marketing comprises fact finding, data gathering, analyzing (marketing research), communication to inform and promote (Promotion), ensuring and facilitating sales, selection of marketing planning (distribution), Coordination, Control and evaluation (marketing planning and auditing), developing Professionally sound personnel(people). Tourism marketing is an integral effort to satisfy tourists and more so, it is a Device to transform the potential tourists into the actual tourist. Tourism marketing is the safest way to generate demand, expand market and Increase the Market share. Tourism marketing is a managerial process to promote business activity directed at satisfying the needs id wants through exchange processes. The American Marketing Association defines marketing as the performance of business

Users of Tourism Services We find difficult categories of users availing the services of tourist organization. We find classification of different categories which would help the tourism Professionals in studying and identifying the level of their expectations vis--vis their behavioral profile.

General Sex Region Education Status Profession Occupation Non Users

: : : : : : : :

Students, Executives, Artists, Politicians, Cine Artists Men / Women Rural, Urban Literate, Illiterate Rich / Poor Executives, Academics, Artists and Sportsmen While Collar (Clerical), Blue Collar(Manual) Personas not interested in using the services are known as non-

users. They lack willingness, desire and ability and therefore, the level of income ore even the availability of leisure hour is not to influence them.

Potential users: We also call them prospects or the prospective users. They have willingness but the marketing resources have not been used optimally for influencing their impulse. They bear the efficacy and the marketing professionals are supposed to capitalize on their potentials by using creative promotional measures.

Actual users : Persons already using the services generated by the tourist organizations are known as actual users.

Occasional users : Users availing the services occasionally but nor forming the habit to travel are known as occasional users. Habitual uses : Users forming a habit and availing the services regularly are known as habitual users.

Market Segmentation for Tourism The behavioral scientist feels that appeal, strategy and tact vary from segment to segment in a natural way necessities a change in strategic decisions. The modern marketing theory prefers the formulation of marketing policies and strategies for the each market segment which an organization plan to solicit. It is natural that different segments react in a different way. Segmentation makes possible tailoring of products and marketing programmes uniquely suitable for each sub-segment. A market is not only an aggregate demand for a product but the sum of demands of different market segments. For getting a positive response in the market, it is pertinent that the marketer's of the tourist professionals are well aware of the different market segments. It is against this background that we need to study market segmentation for tourist services. At the outset, it is essential that the tourist organizations select a suitable base for segmenting the market. The selection of base has a for reaching impact on studying the target market. Though there are a number of bases for segmentation, we find lifestyle an important base since the traveling decisions are fantastically influenced by the changing lifestyles. The emerging trends in the level of income, the availability of leisure hour of course influence the process but the main thing is the lifestyle. This is supported by the logic that if we earn more, we spend more.

We prefer to utilize our leisure time for gaining pleasure or for enriching the knowledge bank. This necessitates an in-depth study of like style for making segmentation proactive. The living styles of Americans and Indian can't be identical, the decision making of both of them are to be different. The American prefer to travel and therefore they assign due weightage to the traveling decisions while scheduling or ordering their engagements. The Indians avoid traveling albeit we find them earning more or sufficient leisure time or holidays in their hands. This makes it clear that for segmenting market, we find this variable constituting a place of outstanding significance. The aforesaid facts make it clear that for getting a positive response, the segmentation of tourism market needs an intensive care. The tailoring of products with the expectations of tourist or a fair synchronization of tourist's expectations and potentials of the tourist organization would hardly be possible unless we segment the market in a right fashion. The opinion leaders prompt the whole drama of marketing where the word-of-mouth promoters play an incremental role. The process of segmentation simplifies the task of marketers. Tour operations, the transport operators the travel agents, the tourist guides, e hotels find it easier to make the marketing decisions. They even with the minor intelligence and diligence are found successful in identifying the market the potential tourists. It is right to mention that the needs and requirements well as the levels of expectations can't be uniform. The segmentation benefits tourist organization in different ways. An optimal

marketing plan, a balanced development of marketing resources, true gauging of the level of expectations, formulation of creative strategies for getting a positive response make it clear the tourist organizations assign due weightage to segmentation. They

are supposed to select a suitable base for segmentation out of numerous bases like day base, purpose base, demand base, geographical base, Psychological base, demography base, socioeconomic base, sex base, age base or so. These bases help professionals in studying and understanding the changing behavioral profile of users. The market segmentation bases make it clear that geographic, demographic, psychographic and socio-economic aspects can't be underestimated to have clear picture of the tourism users.

1. 2. 3. 4.

Holiday as a Base - Mass Market, Popular Market Demand as base - Primary, Secondary opportunity Geography as a base - Cities, Provinces, Regions, Countries Psychography as a base - Lifestyle, Personality Motive, Product, Knowledge.

5. 6. 7. 8.

Demography as a base - Age, Sex, Occupation, Class, Religion. Socio-economic of base - Rich, Poor, Rural, Urban, Literate, Illiterate Purpose as a base - Business Travel, Cultural Tourism, Common Interest Age as base - Kids, Teens, Youths, Young, Married, Single.

The holiday base focuses or attention on the fact that long-distance tours require availability of more leisure hours. The holiday market is classified in terms of demand. The different categories are, the mass market, the popular market and the individual holiday market. The mass market involves largest number of- vacationists who generally travel in long groups. They prefer all-inclusive tours. The users belong to the conservative group in which we find skilled and semi-skilled workers, blue-collar employees as the potential users. The users are generally class one and class two groups, pensioners and retired people. The individual holiday market involves "social group-A7 like corporate chairman and senior executives. We find an apparent change in the behavioral profile of different categories in the holiday base. Another base is purpose in which we find business travel market, cultural tourism market, common interest tourism market and conference and convention. The demand base classifies markets into primary tourism market, secondary tourism and opportunity tourism. The geographic base includes lifestyle, personality, motives, product and knowledge. The demography base covers age, sex occupation, class and religion. The socioeconomic base makes classification like rich, poor, rural, urban, literate and illiterate. The age-base classifies markets for kids, teens, youths, young married and old people market. The aforesaid small segments simplify the task of tourist professionals. They know about the changing needs and requirements of different segments and innovate their strategic decisions accordingly. The development of marketing resources in tune with the changing levels of expectations make the ways for the stimulation of demand and simplify the task or marketers. It is in this context that we need to segment the market for the different allied industries helping the tourism industry in many ways. Designing a Package Tour In the process of formulating a sound product strategy, there are a number of factors to be given due attention. The designing of a package tour occupies a place of outstanding significance. For the profitable marketing of tourism services, it is pertinent that the different components of product are managed in a right fashion. This gravitates our attention on the offering of a package holiday product which necessitates management of the following

factors.

Destination The development of destination or tourist sites has a far-reaching impact on attracting the tourists. It is essential that destination or the tourist sites are easily accessible. This necessitates safe, fast and reliable transportation facilities hither and thither the tourist sites. To be more specific for promoting world tourism or attracting the foreign tourists, it is essential that the flying time is made proportionate. The site should be clean, the beaches should be sandy, sun-shine should be certain, the entertainment facilities at the site should be of quality the site should be safe to walk about, the local people should be friendly, the tour operator, the travel guides and others should have competence of speaking English and other regional languages. These facilities at the destination would add attractions.

Management of Airport While managing the tourism product, the airports are required to be managed carefully. The airport should be local and convenient. The arrangement for car parking should be safe and adequate. It should not be congested but it should be spacious. In addition, the shopping facilities should be duty free. The airport should be clean and the vehicles should be available so that tourist doesn't face any trouble. Besides, the security arrangement should be tight to protect the passengers and their valuables. The aesthetic management occupies a place of significance in the very context.

Airlines The flights should maintain the time schedule otherwise a dislocation may invite multifaceted problems, not only to the tourists but even to the airport authorities. The services should be reliable, good and polite. The sophisticated modern aircrafts of new generation should be included in the fleet to attract the tourists. The safety record should also be up to mark to remove the fear psychosis or psycho-fobia.

Road and Rail Transportation For the tourists preferring to travel by buses of railways, it is significant that the stations are well managed. The booking and reservation counters should be managed scientifically. The enquiry should be controlled by efficient and well behaved staff. The

safety arrangement should be adequate to counter the law and order signposts should be positioned at right places to help the travelling passengers. Hotels For managing the hotel services, it is essential that we are also careful to the hotel accommodation facilities. It is pertinent that hotels are easily accessible to the tourist sites or beaches or shops. The hotel personnel trustworthy and competent enough to speak English and other regional languages. They are supposed to be friendly. The management of facilities at hotels need due care. Though the standard of services, amenities and facilities depend upon the grade of hotels still it is essential that hotels offer the promised services to the users. The gap between the services-promised and service-offered should be - bridge over. The hotels should be well maintained, the decor should be attractive; possibly a fair mix of eastern and western culture, the atmosphere should be calm and quiet; specially at the night time, public rooms should be adequate in number, the swimming pool should be neat and clean where inflow and outflow of water should be scientific to protect the danger of water contamination or pollution. There should be bar with good range of drinks. The bedrooms should be spacious in which balcony facilities should be made available. The childcare services should also be made available. Particularly at the beach resorts, the sea view should be possible with all rooms, in-room telephonic services should be available, in, and room-TV should be provided. There should be adequate cupboard space. The hangers should be attractive and artistic, toilets should be neat and clean and well equipped with east and west provisions. The lighting and ventilation arrangements should be adequate. The intensity of light at different points should be given due weightage. While managing hotels, the restaurants and cafeterias also need due care. The

restaurants and cafeterias should be well managed. The food and drinks should have tasteorientation. The varieties of meals and drinks should be available. The seating arrangements should be comfortable, the meal should be flexible and the hotel personnel should be polite and friendly. Resort Representatives Regarding representatives of resort, they should be-knowledgeable friendly, accessible and competent. Miscellaneous In addition, the fellow travelers should be like-minded. The main thing is to make the tour pleasant and memorable. If the tourist have companionable fellow travelers, the journey would of course remain memorable.

The aforesaid facts make it clear that being an amalgam of a number of industries and services, the tourism industry is known as a multi-segment industry in which the designing of a package which proves its instrumentality as a motivational force is found a bit difficult and challenging. It requires professional excellence so that we are in a position to assess the changing levels of expectations of the guests/tourists and all the required amenities and facilities are made available to help tourists to go to the destination, to enjoy and to come back safely. The tour operators and transport operators bear the responsibility of formulating a package tour and therefore they should have world class professional excellence to know and understand their changing needs and requirements. The services are related to a number of industries managed by others and therefore, the tour operators and transport operators managing the affairs should make it sure that whatever the promises they have made on behalf of hotels, airways,' railways, roadways are not to be distorted. This is likely to project the image of tour operators and therefore a gap between the services-promised and services-offered would make the task difficult. It is against this background that designing of a package tour occupies a place of outstanding significance and all the allied industries making the package are required to be careful that they are not inviting degeneration.

SWOT Analysis Strengths India's geographical location. A culmination of deserts, forests, mountains and beaches. Diversity of culture i.e. a blend of various civilization and their traditions. A wealth of archeological sites and historical monuments. A very wide variety of hotels is present in the country that can fulfill the demand for The accommodation of tourists. There are international players in the market such as Holiday Inn and Oberoi. Thus, the needs of the international tourists travelers are seen to, while they are on a visit to India. Manpower costs in the Indian hotel industry is one of the lowest in the world. This provides better value for money to the tourists. . India offers a readymade tourist destination with the resources it has. Thus the magnet

to pull customers already exists. Airline is the most preferred mode of transportation by the foreign tourists as the convenience provided by the airlines is higher. Thus, the saving in time that this mode of transport offers is immense to the international tourists. India has one of the largest road networks in the world. The country's total road length was 30,15,299 km in 1994-95. Thus connectivity to the tourist destination is quiet high.

Weakness Lack of adequate infrastructure. A xenophobic attitude among certain sections of people. No proper marketing of India's tourism abroad. Foreigners still think of India as a land of snake charmers. High tax structure in the industry makes the industry worse off than its international equivalent. In India the expenditure tax, luxury tax and sales tax inflate the hotel bill by over 30%. Effective tax in the South East Asian countries works out to only 4-5%. So this directly affects the spending of tourists. Only 58,000 hotel rooms are available in India today, which is less than the Bangkok total hotel capacity. So accommodation facilities are quiet less. The services currently offered by the hotels in India are only limited value added services. It is not comparable to the existing world standards. This is the reason why international tourists prefers other Asian countries than India. Inefficiency of the domestic airlines- there are number of instances of flight being cancelled or delayed. Secondly frequent strikes by the pilots and maintenance problems are a major cause of concern. This is one of the reasons that make a tourist disheartened. Travel agents are most affected by the taxes that are part of the industry so at last tourists are the sufferers.

Opportunities Allowing entry of more multinational companies into the country giving us a global perspective. Growth of domestic tourism. Demand between the national and the inbound tourists can be easily managed due to

difference in the period of holidays. For international tourists the peak season for arrival is between September to March when the climatic conditions are suitable where as the national tourist waits for school holidays, generally the summer months.

Develop a well- studied master plan for tourism in the country, which should make it easier for investors as well as the authorities. Support and encourage private sector to invest in facilities. Fight pollution and littering by law. Adopt strict measure for civil hygiene and cleanliness. Provides essential basic facilities like toilets and resting facilities throughout tourism routes. Have an effective international marketing agency to promote India as a destination. Invest on PR measure abroad mobilizing the media to a greater extent. Project people, culture, lifestyle, food festivals etc to offer the human element appeal than the natural beauty of the land for long lasting result. There are other naturally beautiful places in the world, but it is the people that make a place unique.

The development of tourist resorts, such as hotels on mountains or hill tops, should be low density and low rise to retain the cool temperature as main attraction of these locations.

The relevant authorities must ensure that security measures are enforced at all time.

Threats Economic conditions and political turmoil in the country is affecting tourism. Aggressive strategies adopted by other countries like Australia, Singapore and Malaysia in promoting tourism are also posing as a serious threat to our country. Changing trends in the west demand similar changes in India, which here are difficult to implement due to high project costs. Pollution is a major menace to the industry, which has to be tackled by the government through legislation. Garbage, Plastic, sound pollution near tourist centres and all such discrepancies need immediate action from the government otherwise it will pose a major threat for tourism industry in India. Foreign tourists are concerned about their personal safety when traveling in the Asian

region because of terrorist attacks and the tension between Indo- Pak. Moreover the war between U.S.A. and Iraq has stopped the international tourists to travel abroad. Objectives: The main objective of the Chennai State Tourism is to intensive Development of tourism in the State and thereby increases employment opportunities. The following related objectives are dovetailed with main objectives. * * Identify and develop tourist destinations and related activities. Diversification of tourism products in order to attract more tourists through a varied consumer choice. * * * * Comprehensive development of pilgrimage centre as tourist Destination. Create adequate facilities for budget tourists. Strengthen the existing infrastructure and development new ones where necessary. Creation of tourism infrastructure so as to preserve handicrafts, folk arts and culture of the state and thereby attract more tourists.

Proposed Approach and strategy. The Government should adopt the following strategy towards the private sector with the objective of securing the active involvement in Leading the development of tourism in the State. The tourism should be given the status of industry in order that the facilities and benefits available to the industry are also made available to tourism projects. A special incentive package should be made available for encouraging new tourism projects as well as expansion of existing tourism units. Infrastructure facilities should be strengthened and developed within the State, particularly in Special Tourism Areas. Effective mechanism should be set up to build meaningful coordination with the Central Government and the State Government agencies, the local self-government bodies and the NGOs. Government should encourage building effective linkages with the economic agents and agencies such as the national and international tour operators and travel agents of repute, hotel chains and global institutions onnected with tourism such as WTO.

Chennai Tourism: Chennai is the capital city of the Indian state of Tamil Nadu. Located on

the Coromandel Coast off theBay of Bengal, it is the biggest industrial and commercial center in South India, and a major cultural, economic and educational center as well. With temples, beaches and centres of historical and cultural significance, including the UNESCO Heritage Site of Mahabalipuram, Chennai remains the most visited city in India. Chennai has been the most visited Indian city since 2008, in terms of foreign tourists arrival. In 2011, Chennai was ranked 41st in global top 100 city destination ranking, with 3,174,500 tourists, a 14 percent increase from 2010, up from 650,000 in 2007. In 2009, Chennai attracted the highest number of foreign tourists in the country. The city serves as the gateway to the southern part of Indiawith tourists landing in the city and starting their trip to the rest of the region. Top foreign nationals visiting the city includes those from Sri Lanka, Malaysia, and Singapore, followed by the United Kingdom, France and the United States. In 2010, the figure of foreign tourist arrival increased by 40 percent in the first half of the year. About 830,620 domestic tourists arrived in Chennai in March 2011. Currently, the city has 24 luxury hotels in the fivestar and five-star deluxe categories. The area around Chennai had been part of successive South Indian kingdoms for many centuries. The recorded history of the city began in the colonial times, specifically with the arrival of British East India Company and the establishment of Fort St. George in 1644. The British defended several attacks from the French colonial forces, and from the kingdom of Mysore, on Chennai's way to becoming a major naval port and presidency city by the late eighteenth century. Following the independence of India, Chennai became the capital of Madras State and subsequently Tamil Nadu, and an important centre of regional politics based on the Dravidian identity of the populace. According to the provisional results of 2011 census, the city had 4.68 million residents, making it the sixth most populous city in India (The area of Chennai was expanded in 2011. The figure represented here is calculated according to the old city limits (176 Sq Km) as the revised figures pertaining to 426 Sq Km are awaited.); the urban agglomeration, which comprises the city and its suburbs, was home to approximately 8.9 million, making it the fourth most populous metropolitan area in the country and 31st largest urban area in the world. Chennai's economy has a broad industrial base in the automobile, computer, technology, hardware manufacturing and healthcare sectors. As of 2012, the city is India's second largest exporter of information technology (IT) and business process

outsourcing (BPO) services. A major part of India's automobile industry is based in and around the city thus earning it the nickname "Detroit of India". It is known as the Cultural Capital of South India. Chennai is an important hub for Carnatic music and hosts a large cultural event, the annual Madras Music Season, which includes performances by hundreds of artists. The city has a diverse theatre scene and is one of the important centres for Bharata Natyam, a classical dance form. TheTamil film industry, colloquially known as Kollywood, is based in the city. The city is host to the third largest expatriate population in India after Mumbai and Delhi, with 35,000 in 2009 and steadily climbing to 82,790 in 2011. Chennai is only city in South Asia and India, to figure in the "52 places to go around the world" by the The New York Times. The city also serves as the second financial hub in India next only to Mumbai, also housing the Madras Stock Exchange. Chennai has been the most visited city in India by foreign tourists (since 2008), overtaking New Delhi and Mumbai with visitors to heritage sites

in Kanchipuram and Mahabalipuram and medical tourists making up the largest numbers. In 2011, Chennai was ranked 41st in global top 100 city destination ranking, with 3,174,500 tourists, a 14 percent increase from 2010, This is up from 650,000 tourists in 2007, when Chennai was the third most visited city in India by foreigners ranked after Delhi and Mumbai. Tourists from USA, UK, Sri Lanka, Malaysia and Singapore had visited the city in 2007. About 8,30,620 domestic tourists arrived in Chennai in March 2011, in addition to 29,558 tourists who visited Mamallapuram.

Arrival Percentage From Different Countries to Chennai

Country

Arrival percentage

Sri Lanka

61.3

Arrival Percentage From Different Countries to Chennai

Country

Arrival percentage

Malaysia

56

Singapore

39.6

France

24.3

South Korea

18.2

Australia

15.2

Germany

11.2

Italy

9.5

Netherlands

9.1

United States

8.7

Japan

8.3

Canada

6.6

Arrival Percentage From Different Countries to Chennai

Country

Arrival percentage

United Kingdom

4.8

Beaches: Marina Beach The 15 km long and 400 to 500 meter wide Marina Beach features the Light House, memorials, statues, walkways, gardens and drives alongside the beach front. Towards the south of the city of Chennai, Elliot's Beach in Besant Nagar is preferred by younger Chennaiites with its promenade, restaurants and coffee shops. There are a quite a number of beaches and resorts between Elliots Beach and Mahabalipuram, along East Coast Road. The most notable of these is Covelong Beach which has a cove and a fort built by the Nawab of the Carnatic.

Government Museum Complex: The Government Museum Complex in Egmore houses the Government Museum, Connemara Public Library and the National Art Gallery. Established in 1851, the museum consisting of six buildings and 46 galleries covers an area of around 16.25 acres (66,000 m) of land. The objects displayed in the museum cover a variety of artifacts and objects covering diverse fields including archeology, numismatics, zoology, natural history, sculptures, palm-

leaf manuscripts and Amravati paintings. Connemara Public Library is one of the four National Depository libraries which receive a copy of all books, newspapers and periodicals published in India. Established in 1890 the library is a repository of centuries-old publications, wherein lie some of the most respected works and collections in the country. It also serves as a depository library for the UN. The National Art Gallery building is one of the finest Indo-sarcenic type of architectures in the country. Fort St. George

Fort St George (or historically, White Town) is the name of the first British fortress in India, founded in 1639 at the coastal city of Madras (modern city ofChennai). This fort was completed on April 23, coinciding with St. George's Day, celebrated in honour of St. George, the patron saint of England. The fort, christened Fort St. George faced the sea and a few fishing villages, and soon became the hub of merchant activity. It gave birth to a new settlement area calledGeorge Town (historically referred to as Black Town), which grew to envelop the villages and led to the formation of the city of Madras. The fort is a stronghold with 6 meter high walls that withstood a number of assaults in the 18th century. Today, the Fort serves as the administrative headquarters for the legislative assembly ofTamil Nadu state, and still houses a garrison for troops in transit to various locations at South India and the Andamans. The Fort Museum contains many relics of the Raj, including portraits of many of the Governors. Other monuments present inside the fort are St. Mary's Church, the oldest Anglican church in India, and Wellesley House, which holds the paintings of the Governor of the Fort and other high officials of the Regime. Art and Crafts: Tamil and Indian culture and tradition is on display in several art galleries and cultural centers. Valluvar Kottam is an auditorium in memory of the poet-saint Thiruvalluvar. It also has a 101-feet high temple chariot structure. Kalakshetra, a centre for the revival of Indian art and crafts especially the dance form of Bharatnatyam is located in Besant Nagar.[8] The National Art Gallery, built in 1907, houses 11th and 12th century Indian handicrafts, 17th century Deccanpaintings, 16th to 18th century Mughal and Rajasthan paintings and 10th and 13th century bronzes and is part of the Government Museum. The world headquarters of the Theosophical Society was established in 1886 on the banks of the Adyar River. The shrines of all major faiths stand in its sprawling estate gardens. Cholamandalam Artists' Village, on the East Coast Road offers a view of artists and sculptors at work in their own studios and permanent gallery. DakshinaChitra, run by the Chennai Craft Foundation, is a depiction of the way of life prevalent in South India with exhibitions and workshops of the arts and crafts and performing artists of South India. Places of Worship: Right from the early ages, Chennai had a cosmopolitan society with people belonging to different religious groups living together. As a consequence places of worship, both historical and modern, belonging to various religions are present in the city. The most famous

temples

in

Chennai

are

theKapaleeshwarar

temple in Mylapore and Parthasarathy

Temple in Triplicane. The Vadapalani temple is also an important place of worship for the Hindus. St. Thomas Mount, the site where St. Thomas, one of the disciples of Jesus Christ, was believed to have been martyred, is an important pilgrimage site for Indian Christians. The Santhome Basilica, supposedly built atop the tomb of St. Thomas, is a revered church by the Roman Catholics. The St. George's Cathedral, Chennai is an important place of worship for the Protestant Christians. The Wallajah Masjid in Triplicane is one of the largest mosques and is a revered place of worship for Muslims.The city has 39 sacred tanks abutting temples, which are primarily meant to recharge groundwater and celebrate float festivals. Parks: The Guindy National Park, the country's smallest National Park with an area of 2.76 km, is located completely inside the city. It hosts a variety of endangered deer, foxes, monkeys and snakes. The Guindy Snake Park situated in the National Park has a large collection of snakes and is an important source of antivenom serum. The Arignar Anna Zoological Park (better known as Vandalur Zoo) is located southwest of the city and covers an area of 5.1 km. It has about eighty species on display, and includes a lion safari, an elephant safari, a nocturnal animal house and an aquarium. South of the city, along the East Coast Road, is an important centre for herpetological research called the Madras Crocodile Bank Trust, which houses several fresh-water and salt-water crocodiles, alligators, gharials, and also turtles and snakes. The Botanical Garden of the Horticulture Department has a very wide variety of plants and even a fossilised tree trunk 20 million years old. A Summer Festival is held here annually during the month of May.

Shopping: Chennai has some unique places to offer for shopping. Art and crafts, contemporary and traditional artwork, antiques, jewellery etc. are available in the city. Traditional items like leaf and palmyra-fiber handicrafts from Tirunelveli, bronze and brass castings and traditional jewelry from Kumbakonam, metal works from Thanjavur, stone carvings

from Mahabalipuram, silks from Kanchipuram are for sale in shops and boutiques. George Town and Parrys Corner are wholesale markets of Chennai where one can purchase almost anything. Nearby Mint Street plays host to communities from Rajasthan and Gujarat and is where north Indian snacks can be sampled along with textiles, kitchenware and jewellery. Many streets are entirely devoted to selling one particular type of merchandise. The

nearby Burma Bazaar is famous for its counterfeit electronic goods and media, Moore Market for its large number of bookstores. Pondy Bazaar located in T. Nagar, is home to huge multi-storey stores, unique to Chennai, which deal mainly in textiles and silks or gold, silver and diamond jewellery. Shopping Malls in Chennai: - Spencer's Plaza - Chennai City Centre - Ampa Sky Walk Mall - Express Avenue - Phoenix Market City - Abirami Mega Mall - Mayajaal - Vijaya Mall - Grand marina mall - Grand mall. Entertainment: There are four large amusement parks, MGM Dizzee World, VGP Universal

Kingdom, Queen's Land and Kishkinta and a water sports center, Dash N Splash located in the outskirts of Chennai. The city also houses a paintball centre and water sports club on the east coast road. There are also a large number of beach resorts all along the East Coast Road highway to Mahabalipuram. The city being home to the Tamil movie industry, has over 100+ large cinema theatres including a few multiplexes which

screen Tamil, English, Hindi, Telugu, Kannada and Malayalam films. The city has a large number of restaurants offering a variety of Tamil, Indian and international cuisines. The nightlife in Chennai is vibrant and growing ranging from bars to pool parlours to lounges and clubs. SWOT Analysis-Gujarat Tourism Government support( in term of grants) - both government of Gujarat as well as government of India sets aside annual grants for the development of tourism in the state. Wide network of Services under its fold-includes hotels, tourist Information Bureaus etc. Weakness Significant internal weaknesses Low employee morale Lack of professionalism in the organization. Bapu culture prevalent In-effective Promotions Awareness regarding its products, services as will as its investment opportunities in this sector has not been highlighted. Opportunities Scope for investment in new ventures

Joint ventures with private parties Cashing in on excellent infrastructure facilities

Threats Competition from other state tourism corporations Private parties assuming the role played by TCGL at this juncture.

Key success Factors Improved service quality Increase in usage of those services Boosting employee morale

BIBLIOGRAPHY Articles 1. 2. 3. 4. Books 1. I. Donald R. Cooper, Pamela S. Schindler: Business research methods: (6th edition) 1 McGraw-Hill, Third Reprint 2001 2. Dr. D. D. Sharma, Marketing Research (Second Edition 1999) Sultanchand & S. Reprint 2001. 3. 4. 5. Gujarat Industrial & Technical Consultancy Organisation Ltd. - Year 2002. S. M. Jha: Services Marketing: (Millennium Edition.) Himalaya Publications Ltd. Sunil Gupta & S.P. Bansal: Tourism Towards 21st Century, Deep & Deep Publican. Pvt. Ltd. 6. S. S. Rao: Handbook for writers and Editors, Ahmedabad Management Seventh Edition, 1999. 7. Tourism statistics of India: Jan-Feb 2003 Associate Business Standard- Jan 28,2003 Indian Management, Dec. 2002 Times of India-March 21, 2003 Times of India- March 24, 2003

Websites 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. www.cii.com www.ciionline.com www.ecen.org www.expresstravelandtourism.com www.gujaratchamber.org/articles-tourismincentives.htm www.gidb.org www.indiainfoline.com www.tourismindia.com www.indiantourism.com www.cybrary.com.