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INTRODUCTION
1.1 Introduction:
persons and generating income of 655 billion dollars. The total size of the industry is
arrivals touched 5 million per year. The campaign "Incredible India" which showcase
the best that India has to offer to the tourists has now attracted worldwide attention.
The proactive policies of the Government of India are encouraging tourism in India.
Andhra Pradesh is the leading State in the country in attracting maximum number of
domestic tourists. In 2012, 157 million domestic tourists visited Andhra Pradesh. This
marks an increase of 14% over 2011. The next four states after Andhra Pradesh along
with 2012 domestic visitors‟ figures are Uttar Pradesh (134 million), Tamil Nadu (115
million), Karnataka (32.8 million) and Rajasthan (25.9 million). These five states
accounted for about 72% of the total domestic tourist visits in 2012. The top five
states for international visitors are New Delhi, Maharashtra, Tamil Nadu, Uttar
Pradesh and Rajasthan. Andhra Pradesh for the first time in 2012 figures in the top 10
Matheson and Wall (1982) created a good working definition of tourism as "the
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and residence, the activities undertaken during their stay in those destinations, and the
According to Macintosh and Goeldner (1986) tourism is "the sum of the phenomena
and relationships arising from the interaction of tourists, business suppliers, host
governments and host communities in the process of attracting and hosting these
A Part from economic benefits, tourism encompasses social and cultural benefits as
well. From social and cultural point of view, tourism develops interaction between
cultural customs of the visitors and others of the host population. It promotes
friendship, understanding and social interactions among different parts of the world.
Realizing the importance of the tourism, all the countries in the world are promoting
tourism.
India is a vast and great country with a huge potential for tourism and has a number of
historical places and monuments, great shrines and temples, places of pilgrimage,
wild life sanctuaries, hill stations, sea resorts, places of winter sports etc.,. Besides it
offers a great variety of cultures, religions, festivals, languages, arts, crafts music etc.
the working group on tourism for the 11th five year plan (2007-2012) has set target of
infatuation has perhaps, been caused by the Industrial Revolution having virtually
bypassed India before independence (1780 - 1947). It was only natural that we want
to catch up on the opportunities that have been denied to us. The emphasis on setting
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up manufacturing industries in the post-independence era was natural. Nehru called
Within the Asia- Pacific region, the Indian sub-continent is well poised to take
have to change and rediscover its place in newly defined value chain. The role and the
service offerings will undergo a big change in the present cyber world. The 21st
century is the century of tourism magic - the most potent weapon of name, fame and
reward. Therefore, in the new millennium, most of the countries including India are
spending millions of dollars for the revamping of the existing facilities or the creation
of new ones.
India is a vast country with a history that goes back 5000 years. Its vast geographical
diversity, rich culture & heritage, fairs & festivals, snowcapped mountains, a vast
coastline, monumental attractions that span the entire country and the gaps in the
infrastructure offer tremendous potential for tourism. India, a low cost destination,
continues to exert its mesmerizing pull not only on the world tourist, but the travel
bug has also bitten the Indian tourist. India's share in world tourism, which is a
meager 0.2% as of date, is achieved 1-2% by the year 2010. As per the Hospitality and
Tourism industry projections the rise in foreign tourists to India are expected to
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touch 5 million and the domestic tourists are projected to touch 90 million by the year
2014.
Currently, 89000 hotel rooms are required to support this growing boom as against the
availability of approximately 60000 rooms. By the turn of the century the demand for
Tourism is also one of the biggest employment generating industries in India, with a
PATA (Pacific Asia Travel) tourism directly or indirectly drives more than 10% of the
The hotel and tourism related industry has been declared as a high priority industry
for development by the government and assumes importance for its immense potential
to earn foreign exchange and is least important. In fact tourism is India's third largest
foreign exchange earner after readymade garments and jewelry, with earnings of $
sector, foreign and NRI investments, setting up of The Tourism Finance Corporation
of India (TFCI renders financial assistance & caters to a variety of investor‟s needs)
and Investment facilitation cell (Acts as a nodal agency that interacts between the
investor, the state governments, the premier financial bodies & the relevant
a) Telangana History:
Telangana region has been ruled by many great dynasties like Sathavahanas,
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Kakathiyasimpressions on architecture are found more in these days too Sathavahanas
ruled over the Telangana for about 400 years from the 2nd century B.C. to beyond the
2nd century A.D. Sathavahanas were also called Salivahanas and Satakarnis. In the
3rd century B.C., Simukha, the founder of the Sathavahanas dynasty, unified the
various Andhra principalities into one kingdom and became its ruler (271 B.C. -- 248
B.C.).Satakarnis II, the sixth ruler of the dynasty (184 B.C.) was an able ruler who
extended his kingdom to the west. He ruled for a period of 56 years. Pulumavi I have
brought renewed strength and glory to their kingdom. The only silver lining in this
dynasty was the excellent literary work, Gathasaptasati, of Hala, the 17th
Sathavahanas king. Dharmapuri in Karimnagar was the capital city for many years.
succeeded his grandmother in A.D.1295 and ruled till A.D.1323. He pushed the
reforms. He divided the kingdom into 75 Nayakships, which was later adopted and
developed by the VijayanagaraRayas. During the reign of Bahamani sultan Mohr Shah
III, one sultan Quli Qutub, who was born at Hamadan in Persia, came to Deccan and
started his career as a bodyguard of Mohammed Shah. With his ability and courage he
raised from one position to another till he became the Governor of Telangana, the
When the Bahamani sultanate became weak, Quli Qutub became independent and
formed his Qutubshahis Dynasty in 1518. From then, he devoted most of his energies
in extending his frontiers of his kingdom. He took possession of a part of not only
Berar in the north, but also Rajkonda, Deverkonda, Gahanpura, Kovilakonda and
Panagallu. Thus, he brought much of Telugu speaking areas into his possession. He
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defeated Sitapati of Bhogikala and captured Bellamkonda, Indrakonda, Khammam,
The Golconda fort was built by Quli Qutub. His son Jamsheed became the
King who was succeeded by his brother Ibrahim in 1550 .During his reign, trade and
commerce flourished enormously. Telangana, like Egypt, became the Mart of the
whole world. Merchants from Turkistan, Arabia and Persia used to frequent Telangana
and found their trade attractive and prosperous. In his reign two tanks namely Ibrahim
Pantam tank and Hussaian Sagar were built. He also built a bridge on river Musi,
which is known as Puranapul. The Hindus of Telangana remember him for his
patronage of Telugu literature. Many Telugu poets like Addanki Gangadher Kavi,
Kandukuri Rudra Kavi flourished in his court. He gained goodwill among his Hindu
subjects. He died in 1580, and was succeeded by his son Quli Qutub Shah.
Musi. He built the Jamia mosque at Charminar. He died in 1611. He was succeeded
by his nephew Mohd. Qutubshahis as he had no sons. Mohd. Qutub Shah joined the
Deccan/South. He was a scholar and composed gazals, tarki, bunds and rubaya. He
died in 1662, and was succeeded by his son-in-law Sayyed Ahmed in 1667.
At this time the Mughals annexed Ahmednagar and marched towards Golconda.
Sayyed Ahmed signed the treaty, and accepted the suzerainty of Moughalemporer
Shah Johan and agreed to pay 8 lakhs of rupees as tribute to Mughals. With the
connivance of mirjumla the Mughals Emperor Aurangzeb sent his son Mohd. Sultan
Darashekou and Jahanara from Delhi, Aurangzeb was compelled to rise the size on
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payment of one crores and to surrender Chinnoor. Later Mohd Sultan married the
second daughter of Abdullah. Abdullah died in 1672 and his son-in-law Abul Hassan
succeeded him. He appointed Madonna as his Prime Minister and his brother
successfully resisted -his advance. But due to treachery of Sardar Khan a high officer
in the Army who opened the gate of Golconda fort, captured the fort in 1687 and Abul
Hassan was made captive. They looted the city in every street and market place where
lakhs worth in cash, property, chinaware and costly carpets of aristocracy was
available.
The State of Hyderabad was founded by Mir Qamruddin Chin Qilich Khan. He was
the son of Aurangzeb's general Ghazi-ud-din Khan Feroz Jang, who traced his
ancestry to Abu Bakr, the first Khalifa. In 1713, six years after Aurangzeb's death,
emperor Farrukhsiyar made Mir Qamruddin Viceroy of the Deccan, with the title of
title of Asafjahis, by which title the dynasty is still known. By 1724, Mir Qamruddin
had made himself virtually independent of Delhi, although he and his successors
when the British Crown assumed the governance of India. In1799 the Nizam aided
the East India Company in the war with Tippu Sultan and after the latter‟s defeat and
death; the British gave a part of his territories to the Nizam. The death of Nizam Ali
Khan and the succession of his eldest surviving son, SikanderJah, occurred on 7
August 1803. Sikander Jah died on 21 May 1829, and was succeeded by his eldest
surviving son, Nassir-ud-Duala. By the Treaty of 1853, the province of Berar, along
with certain districts in the Raichur Doab and on the western frontier of Hyderabad,
were assigned for this purpose, their administration being taken over by British
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officers under the control of the Resident at Hyderabad. By the Treaty of 1860, except
for Berar, all the other districts assigned in 1853 were restored. Mir Mahbub Ali Khan
Hyderabad contingent with the exception of the artillery which was disbanded was
delocalized and incorporated in the Indian Army, with provision for the protection of
Nizam Mir Usman Ali Khan Bahadur is the seventh in the line. He succeeded
to the Gaddi on 29 August 1911. In 1918 the title of "is Exalted Highness" was
from the King, he was granted the title of 'Faithful Ally of the British Government.'
country. In population, revenue and importance it was the premier State in the country.
The population was nearly sixteen million and the annual revenue Rs. 26 crores. Its
area was over 82,000 square miles. Hyderabad had its own coinage, paper currency
and stamps. Hyderabad was treated by the British no differently from other Indian
States. The right of intervention in internal affairs was repeatedly asserted and
exercised.
In 1985 Reading, then Viceroy, ascertained that the sovereignty of the British Crown
was supreme in India. The Viceroy pointed out that it was the right of the British
Government to intervene in the internal affairs of Indian States, and that the Nizam
did not stand in a category separate from that of rulers of the other Indian states.
In March 1946 the cabinet mission advised the princely states regarding the
future of their merger after the formation of independent India, and separate Pakistan
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for Indian Muslims. This was further clarified in May 1946 referring to the lapse of
states outside the Federal Union, but the Muslim league was encouraging the states to
remain Independent. Nizam of Hyderabad was under the influence of a fanatical body
called Ittehadul Musulmin under Kasim Razvi, declared his intention to remain as an
independent state.
1947, the Nizam issued a firman declaring his intention not to send representatives to
the Constituent Assembly of either Pakistan or India, and making it clear that on 15
been his ambition to secure Dominion Status for his State, on the withdrawal of the
Nations. When he saw that clause 7 of the Indian Independence Bill did not permit
that grant of Dominion Status to an Indian State. The Nizam sent a delegation to Delhi
Meanwhile Laik Ali was pressing that the Hyderabad issue should be taken to
had decided to solicit the good offices of the United Nations Organization in order
that the dispute between Hyderabad and India might be resolved and a peaceful and
enduring settlement arrived at. The Indian Government did not agree that Hyderabad
had any right in international law to seek the intervention of the United Nations
Organization or any other outside body for the settlement of the issue. And as the
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they did not recognize the Nizam's claim to invoke the good offices of the United
b) Telangana Tourism:
the Tourist Destination of the south.There were many dynasties which ruled over the
Telangana region, the art and architecture they encouraged still enlivens Telangana.
Period of Kakatiya was termed as a Golden era. They have built many forts, temples
and lakes. Kakatiya art preserved the balance between the architecture and sculpture.
One of the important temples, with intricate design, the temple of Palempeta, can be
Pillar temple at Hanmakonda, Ramappa Temple and Warangal fort and other forts and
There are many a number of historic places to visit. To name a few, Mecca Masjid,
Birla mender, Lumbini Park, Shilparamam, HussaianSagar lake, Ocean park, Ramoji
Film city, Nehru Zoological Park, Public gardens, Osman Sagar, Jama Masjid and
Palace, Chiran Fort, Salarjung Museum, Birla Science Planetarium and Birla
Archaeological Museum. Ikat Fabrics, Perfumes, Bidriware Metal crafts, Bangles and
temple in south India, Pocheru and Kuntla waterfalls, Nirmal handicrafts in Adilabad.
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works, Nakasha Paintings, Ramadugu stone crafts in Karimnagar. Sri Sita
Center in Pochampalli,
whom might require separate products and / or marketing mix –Philip Kilter
customer focused.
The segmentation process divides the market on the basis of several factors.
A. Geographic segmentation
B Demographic segmentation
D. Psychological segmentation
E. Behavioral segmentation
(a) Geographical
Operational areas, e.g.; sales region, sales districts, cities, region, climate.
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(b) Demographic
Age, sex
Education:-
Occupation:-
Language:
levels Consumption
levels
Caste:
Scheduled caste
General
Backward
Religion:
Hindu
Christian
Jain
Sikh
Muslim, any other
(d) Psychological
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Individual life styles
Personality types
Perceptual differences
Motivational differences
(e) Behavioral
Loyalty to fashions
Patterns of purchase
Mix in terms of 4Ps- Product, Price, Place and Promotion. The strategies for the 4 Ps
have to be modified when applied to services due to the special features of the
evidence. The additional prescribed Ps refers to the activities that are essential to meet
(Participants/people)
b. The inability to hold inventory of service making it critical for the service
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c. The need to make highly intangible service offering appear tangible
(Physical Evidence).
marketing consumers buy attributes that are converted into benefits. Like other
lengths to acquire the special attributes or benefits they deem essential for full
cannot be stored nor can they be transported. But the services must be readily
of their intangible nature, packaging and labeling decisions are difficult, which
means that services marketers are limited in their use of the package to
b) Price
sellers charging what the traffic will bear. Most service marketers follow
competitive price policies, their services either at the market price or slightly
separate segments that are price sensitive and responsive. Flexible and
Some service marketers either do not have a written price list or do not follow
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of eliminating peak demand or to increase demand during slack periods. It is
very common for the firms to charge different prices to different customers for
essentially the same bundle of services. In quoting prices, some firms try
Target a definite profit margin when quoting prices for each job.
c) Place
services are direct and short, that is, from direct marketer to ultimate
consumers. However, though the channel is short, there are arising a number
service and the user for the purpose of making the services more readily
consider that any extra corporate entity between the producer of a service and
prospective users, which is utilized to make the service available and/ or more
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d) Promotion
Promotion is an important part of the marketing mix for many marketers. The
of what the customer wants and not in terms of what the marketer makes and
they are often personalized. Personalizing the service around a tangible person
is one way of concretizing the intangible nature of service firms and their
case of services, the producer and the marketer are virtually inseparable.
oriented publicity is also used extensively for such service oriented products as
opportunity to positively affect public opinion through its news releases or its
modify behavior.
mix of an organization
Advertising:
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Any paid form of non-personal presentation and promotion of
signboards etc.
Personal Selling:
Sales Promotion:
activities.
Publicity:
Public Relations:
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Personal recommendations by the current users of the service.
Direct marketing:
Net advertising:
e) People
Of all controllable variable marketing executives have at their disposal, the people
factor in the service marketing mix is perhaps the least they can rely on in getting
their marketing mix right and the important one they have a get right. The
therefore, the satisfaction of not only the recipient of the service, that is the
customer, but also the providers of the service, that is the company‟s own
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waiters or receptionists and whom the customers judge the service upon when
they search for tangible clues as to the quality of service. The value they
attribute to the service relies a great deal on the conduct of the contact
the quality of the service and the quality of the service providers are
inseparable‟. The more competent the customer contact personnel, the better
the service business client relationship will be which will culminate in the
care about both employees and customers, the payoff will be in terms of
business activity.
f) Process
The process element of the service marketing mix is concerned with the way
in which the service is delivered to the customers. The two important points in
implication for how the service company‟s personnel deliver the service to the
customer and how the customer participates in the service delivery process
and the auxiliary aspect of service that is the added value of the service,
customers use the service that reinforces the point that service have been
defined as „acts rather than things‟ and this casts some light on the concept of
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process. Many benefits from services occur not so much because of what is
g) Physical Evidence
for tangible or physical clues, which enable them to evaluate the service.
Service firms must be aware that every aspect of the company with which the
consumer comes into contact will be used as a measure of the level of service
that he can expect from the organization. Physical evidences are those tangible
clues, which the customer may receive during the process of receiving the
and use that it must be considered virtually an element in its own right
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Table No. 1.1
evidence
Physical Channel type Promotion Flexibility Employee Flow of activities- Facility design
members Corporate
identity
Corporate image.
All the marketing strategies adapted by four types of Tourisms is to attract, maintain
and retaining visitors (tourists). Viewed from the sense an attempt is made have to
analyze and discuss these services in 7 P‟s framework of services in marketing Mix.
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The marketing strategies (7 P‟s) are to be applied to the prevailed tourism in
(b) Eco-Tourism
Keeping in view the growing trends in tourism industry, its vital role in the economy
studies have been made to examine various aspects related to tourism management.
The studies conducted on several issues of tourism in India are briefly presented
below:
1
Anand.MM (1976) :- attempted to analyze the nature of the multidimensional role of
discussed elaborately of the correct forecasting of demand to meet the needs of the
growing tourists.
2
Dutta .S (1980) : studied about the problems faced by tourism industry in the
dense forests, rivers, mountains and wild life to attract the eco-tourism and naturists
but little efforts are made to develop this region as eco-tourist destination
3
ChibS.N (1981) : In his study examined various causes for the slow growth of the
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4
KatgaraA.J (1981) :- In his article stresses the need of governments help and support
1979, which was passed for better administration and governance. She pointed that a
few actions taken were not in accordance with the TTD Act of 1979. The study
recommended TTD to operate buses instead of APSRTC, laying down ropeway from
affairs of TTD.
6
Subramanyam (1987) : Analyzed the personal management practices of the TTD.
The study they found the absence department to look after the employees and their
affairs and grievances; there are no proper principles and procedure for selection of
employees and promotion are based on seniority but not in merit cum seniority basis.
introduced.
7
Selvam (1989) : made an extensive study on tourism industry in India, in which, he
made his observations after considering the opinions of various group and segments
of foreign and domestic tourists, experts, tour operators, tourism officials and other
connected to tourism. Finally, he suggested that the most important deciding factor in
23
8
Negi.J. (1990) :- Highlighted the impact of tourism on socio economic conditions of
standard of living, and improvement in the infrastructural facilities. The study mainly
gives a detailed account of the financial and cost control techniques applied in hotel
economically back ward regions can be made through tourism which provides
employment opportunities directly and indirectly to the rural unemployed youth and
products.
10
Vivek Sharma(1991) : Made a critical , quantitative and qualitative study of tourism
in India , which helps in evolving the appropriate strategies for the long-term planning
for tourism development and integrated approach to this vital sector of economy.
11
The study conducted by Leela Shelly (1991) : made critical appraisal of the
dealt with the social relations between employees and management; settlement of
employee welfare programs. For a smooth and cordial relationship between employer
and employee the following suggestions were made: The employee should be
recreational and other activities; orientation and refresher course should be conducted
24
participate in management schemes and funds should be allocated for employee
welfare measures.
13
Chopra, S. (1991) : in her research, work made an analytical study in the impact of
tourism on economic, cultural and social aspects. The study was focused in Khajuraho
educated and trained; better transport facilities; proper maintenance of tourist places
and hotels as per international standards; subsidized capital for promoting tourism I
private sector and cleanliness and sanitation to be maintained to attract more foreign
tourists.
15
A.K.Bhatia (1991) : has analyzed promotion and Marketing of Tourism. He
analyzed the economic and social benefits of tourism. He also discussed about history
tourism like traveling agents, agencies, State and Central Governments and others.
Finally, he discussed about the Government plans and their impact on the
development of tourism.
16
Vasanthakaalam (1992) : in her article, mentioned that tourism and environment
are mutually dependent on each other Tourism can be developed with clean and
25
18
Bagri and Kaintura (1992) : in their article, gave a vivid description of the
security and health facilities etc. appointment activities to promote tourism at abroad
which includes user‟s behavior profile, marketing information system and research,
market segmentation and different „P‟s. Stating the importance of satisfaction of the
tourists and author considered that marketing a customer satisfaction engineering help
in identifying the levels of expectations and make sincere efforts to fulfill them.
tourism in Andhra Pradesh and analyzed the perception of tourists about tourist facilities
and tourist services and suggested measures to improve and promote tourism industry. In
his study, he found that there is no increase in the strength of staff in the Tourism
department in the state; the guest houses of the Tourism department and APTDC are not
able to meet the requirements of the tourist because of their shortage and there is need to
extend the package tour facilities with all facilities and amenities for the comfort of the
26
that plan and non-plan expenditure for the development of tourism is not quite
than the income earned from it. He also observed that poor sanitation conditions,
shortage of skilled workers and trained tourist guides etc., are major hurdles in the
23
Mira Seth(1996) :- In his article, expressed the need for the participation of private
sector along with public sector and joint ventures for the development of tourism.
24
Pushpindar S. Gill (1997) : in her book Tourism planning and management narrates
that tourism today has acquired the status of modern industry. Both government and
private sectors have planned tourism as an essential component of their economies. Due
to fast and instant communication, the world has turned into a global village. The
developed countries have been able to provide better use of leisure to their citizens and as
such, they are moving around the world to see and enjoy history and culture of various
nations in the world. Tourism today has been acknowledged as an industry and both
government and the private sector have planned tourism as an essential component of
their economies. For further development, tourism needs planning, investment and
scientific study of the subject. PushPindar S. Gill has presented valuable information
regarding tourism in India, planning for tourism, tourism management, growth and
tourism, publicity and promotion in tourism, Tourism marketing etc. But she has narrated
the western concept especially from the United States of America. The focus on Indian
tourism and state wise benefits through international tourism is not present in her book.
Also the statistics of tourists with special reference to India and its state are not present in
his book.
27
25
Cooper C. (1999) : A book entitled “Tourism Principles and Practices” was
development.
26
Buckley R(1999) : Sheds light on the reasons why industry sectors make alliances
with conservation groups, and queries why the tourism industry has been slow in this
regard; in the wake of joint lobbying of the Australian government by tour operators
the benefits of biodiversity to tourism, especially nature, eco- and adventure tourism
(NEAT), with the best-known 'biodiversity icon', the koala, estimated to be worth
around $1 billion annually to the Australian economy. Reviews the strategic position
with biodiversity.
27
C. Sumathi (2000) :- In her article, „planning tourism marketing „insisted for a
internationally.
28
J.K.Shama (2000) : Wrote his famous book “Tourism Planning and Development: A
knowledge for planning of tourism industry in near future. He describes the concept of
28
increase in quality of tourism services and effective management of tourism. He gives
tourism organizations as the basic components for tourism planning and development
29
Samirah Al-Salesh, Kevin Hannam(2010) : This chapter examines the
more generally. First, the wider academic literature on the relations between shopping
and tourism is discussed, and then aspects of Islamic consumption in terms of both
shopping and tourism. Next, a review of the context of tourism development in Saudi
Arabia and specifically Jeddah is provided. After a brief note on the methodology
used for this study, the results from the focus groups conducted with female domestic
30
S.K Kuthiala (Apr-Sep2001) : examined about the „Value Tourism‟ in which he
clearly stresses about up keeping the values, natural and cultural heritage in
reorganization of fact this sustains tourism. Village and tribal tourism of presented, as
an interactive experience will be successful. He stated that the tourism industry must
discourage all forms of destructive tourism. He also gave strategies to attract tourism.
31
Kumidini (2002) : studied on the financials of TTD, Tirupati. In her study, she
examined about the various financial aspects of TTD. A deep study was made
regarding funds flow, income and expenditure. She also highlighted TTD‟s
pilgrims. She discussed a few problems regarding accommodation, darshan, and non-
29
availability of required number of prasadam laddu.
32
Vasanti Venugopal and V.N. Raghu (2002) : highlighted the vital role played by
the service sector in the economics of the World. The authors discussed in general the
basic concepts of marketing and the need for strategic planning, explained the „seven
particular and also discussed the dimensions of quality and the to bridge the gaps in
horticulture, scenic beauty, historical monuments, temples and Churches, local folk
arts, handicrafts, food and festivals, biotic life are the resources available for ideal
local people by considering case studies in study region. In her research work, she
lighted on some problems and suggested remedial measures for better development of
34
Manoj Khatri and Reeta Gupta (2003) : in their article „Thomas Cook – Towards
better Governance‟ studied about the need and importance of social values of
business. They felt that when it comes to Travel, people remember either the best
Century”. She emphasized on important features of the tourism industry, its contribution
to the national integration and creation of harmonious social and cultural environment
and also suggests the promotion of arts, crafts and bridge about prosperity and sustainable
30
technology and tourism. She gives aspects and challenges of tourism in the Twenty
first century.
36
Subhash N. Nikam (2003) : has presented in his research work (unpublished doctor
thesis) entitled, Potential and Prospects for Tourism Development in Nasik District”.
His attempt has been made to understand for the tourism development by considering
four case studies and find out the potential and prospects for the planning at different
destinations in the district. His also gave valuable suggestions for tourism
potentials and prospects for tourism for tourism development in the context of Raigad
district.
37
Chinmaya Kumar Dash (2003) : studied on the „Evolving a Strategic Management
Model for Tourism in Orissa.‟ In his study, he examined the views and attitudes of
tourists about the facilities provided by the Orissa Tourism Development Corporation and
others; he undertook the SWOT analysis of the present marketing strategy followed by
various agencies in promotion of the tourism sector. He suggested for having a strategic
planning for tourism related to planning, product, pricing and accommodation and
development of tourism in Orissa „AIMS‟ – „A-for Tourism Awareness; „I‟- for creating
38
Jim Butcher (2003) : in his book, the moralization of tourism lays today‟s critique
examples. Jim Butcher has provided a wide range critique looking at both the effect
the new moral tourism has on the holiday marker and the effect it has on the host
31
societies in terms of development opportunities. Travel that is non-intrusive and low
impact is seen as the way of reconnecting with nature and rediscovering lost truth.
However not only does this deference to the destination create new barrier between
people- people who are defined by their difference rather than what they have
common- but it also has a negative impact in the field of development. He argues that
the package tourism boom has been destructive and that nature based tourism is
based on the false premises of environmental and cultural fragility and of a surfeit of
individual freedom for tourists. Using a host of international examples from the
industry, the media and nongovernmental organizations, Jim Butcher examines what
the advocated of new tourism see, as being wrong with mass tourism, looks critically
at the claims made for the new alternatives and makes a case for guilt free holidays.
Jim botcher has evaluated the concepts and applications in the context of advanced
and developed countries, which may not be worthwhile to the developing countries
like India. In addition, he has not touched the areas such as pilgrimage and heritage
39
Anil Kumar (2004) : examined negative factors of tourism in Kerala In his study he
and to prevent the negative impacts inflicted by the factors on the industry. The
government to prevent the exploitation by the shopkeepers and other service providers
should approve prices and service charges. Regulations should be made to prevent the
taken for pollution control, and to keep the environment clean and green. Vigilance
32
should be stepped up to check drug trafficking, prostitution, illegal and unscientific
massage parlors, robberies and assault on tourists including rapes and murders.
40
Fillipe Rodrigues e Melo and Dr. S.S Hugar (2004) : in their article Factors
Multiple Regression Analysis‟ made an attempt to studied to identify the factors that
determine the level of satisfaction of the tourists in regard to the services offered by
'Incredible India's Tourist Share Growing' states that according to the World Travel &
Tourism Council .India has the second highest global travel and tourism demand
stature as a 'must -see destination' among the travelers of the world .Eco-tourism,
Farm-tourism, Cultural and Heritage tourism, and Medical tourism are the promising
42
K.Sasikumar and R.Bindu (2004) : in their article 'Performance of Tourism
Industry in Kerala „critically analyzed the growth on tourism industry in Kerala and
compared it with that of in other states and also analyzed developmental activities of
development, infrastructure, tourism vision of the state and comparison is made with
33
44
Dr.P.BPatil (2004) : in his article 'Marketing of tourism in western Maharashtra and
Goa: The Seven A' S Strategy' studied to understand the existing status to tourist
services in the study area, with a view to chalk out essential elements of Marketing of
tourism strategies in the study area and relevance of seven 'A' Attraction,
Development Principles and Practices”. He noted that planning and assessment are
perspectives and also explained the Goals and strategies for effective tourism
fundamentally an economic one and can help to sustain and improve the quality of
46
M.A Khan (2005) : wrote a book on, Principles of Tourism Development” which
deals with hotel industry and tourism, these are the two significant sectors of modern
day economy, tourism is honored guest and the hotels affect them the demanded
47
K. Srinivasa Rao (2005) : studied on Religious Tourism in Andhra Pradesh, in
which he covered in detail all the important religious places of entire A.P, which will
be very helpful to the pilgrims, tourists as well as others to know and understand
about religious places of A.P. In his study, he found that information about pilgrim
special festivals; Utsavs on special occasions and arrange package tours to the pilgrim
34
center. The shrines and its surroundings should be peaceful, serene, and clean and
guidance and public relations should be improved. Better transport facilities, good
food and safe drinking water should be provided. Light and show programmers
48
Jay raj (2005) : studied about the managerial and commercial aspects of eco-
tourism. In his study, he deeply explored the importance and potential of eco-tourism
green tourism, multi-sport adventure and cultural tourism, the eco-tourists are
classified into hard core eco tourists; dedicated eco tourists; mainstream nature
tourists and casual nature tourists. The study stressed on „code of ethics‟, which 10
Articles released by World Tourism Organization (WTO). These articles deals with
societies: it is the task of the public authorities to provide protection for tourists and
way as to allow traditional cultural products, crafts and folklore to survive and
49
R.K. Malhotra (2005) :-in his article „marketing of tourism' discussed elaborately
the various factors influence the successful marketing of tourism he also highlighted
the pitfalls in existing methods and gave suggestions for improving the present
situation .
50
Anchal.A (2005) : he studied on problems of destination marketing, its special
35
features, tourism marketing segmentation, and gave solution to the problems of
destination marketing. She studied about the promotion of eco-tourism and adventure
vegetarian food.
51
Dr.G.Ganesan and Dr.K.ChandrasekharaRao (2005) : in their article „Rural
rural tourism, Nature-based tourism and Heritage tourism. Rural tourism means the
activities that are associated closely with rural people on tourist‟s trade, which
includes local community, involvement and promoting natural beauty. Rural tourism
organizations have started focusing on the customer in order to get the cutting edge.
Customer-centric orientation has created a revolution and has led to a paradigm shift.
The extended version of the marketing mix has been transformed into 8Cs.as
mentioned below:
8Ps 8Cs
Place Convenience
Promotion Communications
Personnel Competence
Process Configuration
Productivity Contraction
36
53
P.C Sinha (2005) : in this work, Tourism Research policy and regulation says
tourism has seen rapid and continuous growth. The desirability of tourism has seldom
communities, due to some negative social and environmental impact of tourism have
voiced their concern against it. Therefore tourism development strategy must get
corrective actions must be applied. P.C. Sinha has focused on all aspects of tourism
and over all recreational. P.C Sinha has aimed at to provide in detail the possible ways
and means for sustainable development of tourism and address to a much wider
audience, particularly those involved in the planning and management of the tourism
industry at different levels. He has shown his emphasis on the integrated approach and
the techniques that need to be applied in implementing tourism approaches and plants.
plagiarism attempts have been made towards evolving other forms of alternative
tourism and their feasibility in present day context. His work was not sufficient to
provide in detail the possible ways and means for sustainable development of tourism
in the context of various avenues available and the different geographical features
prevailing in India.
54
K.Kistaiah (2005) :- In his study „Tourism Industry in Andhra Pradesh: Problems
and Prospects‟ he took note of the state‟s economic profile and the place of tourism
37
heritage and endowments of the nation in general and the state of Andhra Pradesh in
particular and the potential of the sector. He took stock of the performance, problems
and prospects of the sector. In his major finding he found that old historical and
heritage tourist places are being neglected by the state; bad management in respect of
projects etc., are major causes for the state‟s backwardness in the tourism. In his
suggestions he suggested that with care and concern for nature, human friendly
55
Dr.V.Kubendran (2006) :-in his article, “Medical Tourism advantage India made
cost comparison between India, USA and U.K. hospitals of procedure charges and
Europe or high costs in U.S.A., are traveling to India for surgery and treatment.
56
Mr. PranNath Seth (2006) : in his book maintains that tourism is one the world‟s
most rapidly growing industries. The growing ranks of international leisure travelers
are being spelled by business travelers who are flooding into India because of
trained to meet these existing requirements. Both in the public and in private sectors
in his book he has divided the chapters in three parts namely understanding the nature
of tourism, tourism planning and geography of tourism. In part, one he has provided
the details and fundamentals of tourism, travel and tourism through centuries,
38
dimensions – one international and domestic tourism and social economic and
environmental impact of tourism. In part two he has narrated the planning and
specified the impact of geography on tourism and quoted India a land of all seasons
The discussions were in general and specific reference to India is not sufficient even
the case studies and the geography were more on western countries and other
development countries of the world. Tourism planning with reference to India and the
Indian states were not laid. More focus and reference are there with regard to
developed countries. In addition, the New Thrust areas that are on demand by the
tourists are not focused. Coastal tourism, adventure tourism, Jungle activities and eco-
tourism were not discussed at all. Tourism promotional steps in the context of India
57
A.K. Bhatia (2006) : has opined the travel and tourism industry in its various
organizations, marketing and promotion of global tourist industry and its impact on
various economic social and various national tourism organizations, transport and
carrier firms, travel agencies and all others engaged in the business of tourism. He has
traced the history of travel in the early times to what is recognized today as one of the
leading industries. He has attempted to present the early history and development of
tourism through the years. He has analyzed tourism as an economic activity largely
tourism to form to view of his present world and a global concept of his historic past.
Further, he has elaborated techniques such as planning, market research, statistics, sale
support etc. in promoting tourism activity. The focus on India tourism and the
39
state wise benefits through international tourism is not present in his book. Also the
statistics of tourists with special reference to India and its state are not present in his
book.
58:
Manish Ratti (2007) in his,, Tourism Planning and Development” book which
deals with the tourism industry also provides a number of job opportunities to the
tourism planning and management, crucial issues are given an elaborate treatment.
59
Bhatia, A.K (2007) : A.K Bhatia approaches the subject of tourism from the
intensive industry offering employment to both semi-skilled and the unskilled. Being
the service industry it creates employment opportunities for the local population, it is
a major source of income and employment for individuals in many places which are
deficient in natural resources that cannot readily contribute to the economic prosperity
of the area except through the medium of tourism. He has narrated the basic concepts
of tourism in his work he has divided the book in two parts the first part covers
understanding and managing the tourism activity. In this part he deals with planning
and development, marketing and communication, and key product elements like
60
Dr. Aman deep kaur and Dr. Punam Agarwal (2007) : have stressed that there is
hardly any other economic sector which generates as much added value, employment
40
and foreign exchange and that also at such a low cost of tourism. The economic
significance of tourism can be judged through the figures given by the World Tourism
and Travel Council that explains tourism contributes 10.2% to word GDP, 10.7% of
capital investment, employs 10.6% of global work force, accounts for 10.9% of all
consumer spending and 6.9% of all government spending. Thus, there is all reason to
study tourism and design the practical agenda of the world. Tourism is therefore a
basic and most desirable human activity deserving the price and encouragement of all
peoples and all governments. They have given details on the concepts of tourism,
ingredients for tourism development significance and impact of tourism, the main cost
marketing mix. They have narrated details on hotel industry, hospitality industry to
some extent. They have also mentioned the role of travel agencies and travel
organizations. A little discussion on road and rail transport was also made. They have
not discussed on the promotion and development strategies of tourism, which is very
understanding and managing the tourism activity. He has dealt with planning and
accommodation, and travel organization sector. He has not presented the preferences
of a tourists and types of tourists. Further considering the potential India has, the
61
Dr.Kulwant Singh Pathania and Dr. Arun Kumar (2008) : “Tourism in India”
focused on all aspects related to the tourism and outdoor recreations as resources
based have useful for the development of any tourist destination in India.
41
62
Dr.M.M.Khan (2009) : Wrote an important book series on “Encyclopedia of
fundamental aspects, salient features and various organization. He gives the role of
tourism organization at the international and National level for the development and
promotion of tourism industry, all phenomenon has been explained in Vol-I. In Vol-II,
he stated the origin of tourism, types of tour operators, system of social organizations,
different theories of criminality, relation between tourism and hotel industry. Vol-IV
deals with the basic aspects of ticketing and booking, global ticketing, complete
history of ticketing and booking of air, rail and Water and road transportation for
travelling.
63
Sandeep Das (2011) : in his article explains that tourism provides opportunities of
job creation directly. So this sector should provide with incentives for sustainable and
64
Barnamaullick (2012) : in his article highlights about the tourism as strategy for
rural development. He has given more priority of tourism sector and its contribution
to earn foreign exchange and the accelerating trend of this sector towards attracting
65
ParmarJausingh (2012) : in his article explains tourism as an engine for economic
growth. In his study he focused on the rural economy of Himachal Pradesh with the
findings that this state is emerging as a favorite destination for the tourists i.e., both
domestic and foreigners which helps for the growth of the state.
66
EleonoraPantano, Loredana Di Pietro (2013) : The aim of this paper is to advance
their knowledge on the extent to which tourists use social networks for both achieving
42
to figure out the main consequences for tourism marketers and possible solutions, as
well as to describe and detail the current shifting from e-tourism to f-tourism (from
67
Adriana Budeanu (2013) : Sustainable development of tourism depends on the
fragile balance between its fast growth and the tendency to “consume” its own life
support systems: nature, culture, and communities. Finding equilibrium between the
two conflicting aspects requires a shared rule making, which is seldom encountered,
particularly the evolution of social media, seem to offer a neutral ground that favors
open participation and stakeholder dialogue. This chapter explores the employment of
on sustainable tourism. The findings show that individual and institutional actors are
Tourism is one of the fastest growing industries in the world today. According to
World Travel and Tourism Council (WTTC), the tourist sector with about 500 million
customers each year generates an annual gross output of about U.S $ 3,400 billion and
about 10% of the world's total gross domestic products and presently the tourism
Many studies have been conducted on tourism industry in India and A.P. But none of
Entertainment tourism, Tribal &Jungle tourism). In order to fill the research gap, an
43
attempt is made to study the regions for tourist arrivals, and to attract more number of
in Telangana Region in A.P to achieve the following objectives have been set.
1) To review the tourism policy of Government of Andhra Pradesh & Present Role of
region, with reference to Pilgrimage, Eco, Entrainment &Tribal and Jungle tourism.
44
1.10 Hypotheses of the Study
H0: There is no significant association between transport facilities and Pilgrim flow in
Yadagirigutta.
H0: There is no significant association between free accommodations and the number
H0: There is no significant association between tourist facilities reception and Tourists
H0: There is no significant association between tour package offers and Tourists
inflow in Hyderabad
H0: There is no significant association between Price and tourists inflow to Eco
tourists in Hyderabad.
H0: There is no significant association between behavior of the staff and number of
45
Hypotheses on Entertainment Tourism
H0: There is no significant association between the price of entry ticket and attracting
H0: There is no significant association between facilities Food& Water Supply and
touristsvisiting at Sammakka&SarakaJatara.
:
H0 There is no significant association between Communication facilities and tourist
1.11Research Methodology
46
c) Sources of the data
The study is based on both primary data as well as secondary data. The primary data
has been collected from the tourists, officials of Tourism Department and other
tourism operators.
Secondary data has been collected from published information, such as Journals,
Andhra Pradesh is a leading state to attract Domestic Tourists. It has three regions
1. Pilgrimage Tourism
2. Eco-Tourism
3. Entertainment Tourism
4. Tribal and Jungle Tourism
Accordingly, sample was selected and presented below.
For selection sample, Convenience sampling method is adopted, since out of four
Since, Population is infinite, a reasonable sample size is chosen and is tested the
validity of Primary data and found the data is Sufficient. This is further strengthened
47
1.12 Sample Design
For the purpose of the study, the four types of tourism in Telangana, i.e.:
Tourism) and Sammakka & Sarakka Temple (Tribal Tourism). The sample design
covers Ranga Reddy, Nalgonda and Warangal Districts. Laxmi Narsimha Swamy
Park is more attracting the children, therefore, I have chosen the topic for my research
and Ramoji film City is world Tourist attracting Tourist center. The Sammakka &
Sarakka is the biggest tribal festival in Asian which is celebrated by only Tribals.
48
1.13 Analysis of the data
package was used to get results. The data was coded in excel sheet format (i.e. 4 to 1:
check the survey reliability. Next researcher adopted factor analysis of highly
influenced factors for tourists and service providers in all four dimensions. After
factor analysis the chi-square technique was adopted to check the significance of
various factors impact on tourist behavior with the help of hypotheses format.
Later regression analysis was done to draw a regression equation, to know as which
Reliability Analysis
Reliability:
Analysis was done with the help of (Cronbach's alpha) of questionnaires to check the
survey reliability. If the score cross above 0.6, it is statistically considered that
Descriptive Statistics:
Descriptive statistics is the term given to the analysis of data that helps describe, show
life, Age, Sex, Education and Income mean median, mode and percentage of
respondents‟ form each sub category was calculated for better understanding of
respondents‟ data.
49
Chi square test:
The Squares of standard normal variation is known as chi-square variation with one
The data has been presented through tables and charts wherever necessary in
1. Sample has been selected from Heterogeneous groups and is not possible to
identify the common parameter / characteristics of the select sample. However, who
visits during the peak seasons, their opinions were collected and presented for
interpretation.
The first chapter is introductory in nature. It attempts to explain the need and
literature, objectives, scope of the study, period of the study, sample design, methods
The second chapter deals with the study of tourism policy in A.P. It covers
aspects such as Tourism policies in A.P. tourists‟ places in A.P organizations involved
50
The Third Chapter deals with an overview of Tourism sector in Telangana
The Fourth, fifth, six & seventh Chapters form core part of the study. In these
chapters the Marketing strategies adopted for four types of tourisms i.e. pilgrimage,
Eco-Tourism, entertainment Tourism and Tribal and Jungle tourism are presented in
each chapter.
The last chapter presents conclusions emerged from the entire study. It also
offers a few suggestions for effective marketing of tourism in the selected tourism
places in Telangana.
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