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Literature Review for the study of Tourist destinations by middle income

group of India

Submitted to
Prof Devashish Das Gupta
Consumer Behavior
By Group 2

Group Members
Aditya Sapate - PGP31064
Saurabh Gond -PGP31111
Khushboo Rawat PGP32103
Rajshekar Rampelli PGP32138
Amit Jajme - PGP32382
Contents
Introduction ................................................................................................................................ 3
Tourism Industry ........................................................................................................................ 3
Research and methodology - Review ......................................................................................... 4
Conclusion ................................................................................................................................13
References ...............................................................................................................................14
Introduction

The purpose of this study is to gain insights and closely examine the travel behaviour and
preferences for middle income family group. Rapidly changing socio-economic environment
technological advancement has given the travellers a spectrum of options to choose from along
with various tour packages. A literature in this area indicates that in India socio economic factors
play a huge role in tourist preferences and spending.
A study conducted by National Council of Applied Economic Research in 2008-09, shows a
pattern of expenditure on domestic tourism from socio-economic sections of the country. A
comparative study by Bhatt and Pandya, provides some prominent findings that majority of the
people prefer vacation once or twice in a year. Hill stations are the most preferred destinations,
followed by beaches for travel and tours. One of the interesting finding is that the selection of
destination is highly influenced by family members.
However, these studies give some valuable insights on number of tourists by segmented along
gender & age but it does not throw any light on destination pattern of tourists by different socio-
economic characteristics of the country. Our work will be fill this gap and perform some
The main objective of this project is to find out the determining factors considered by middle
income family group in choosing tourist destinations. As middle income group is said to be the
backbone of Indian economy and is the largest spending sector. Hence, our research could be
helpful for promoters or service providers to incorporate our findings while designing new
packages or business models. Our research will be centred around exploring and determining
numerous factors that affect the decision of tourist destination.

Tourism Industry
In present era tourism is one of the largest service industry in India, with an estimated contribution
of 6.23% to the national GDP and constituting 8.78% of the total employment. India caters to more
than 5 million annual foreign tourist arrivals and close to 562 million domestic tourism visits. The
tourism industry in India accounted for a total revenue of $100 billion in 2008 which is expected
to shoot up to $275.5 billion by 2018 at a striking rate of 9.4% annual growth rate. The Ministry of
Tourism is the main agency for the development and promotion of tourism in India.

India is holds 11th place in the Asia Pacific region and 62nd overall, on the list of the world's most
attractive destinations. It is ranked the 14th best tourist destination for its vivid natural resources
and 24th for its humongous cultural resources, with many World Heritage Sites, both natural as
well as cultural, strong creative industries, rich flora and fauna in the country. The Indian travel
and tourism industry has been ranked 5th in the long-term (10-year) growth and is speculated to
be the 2nd largest employer in the world by 2019.India has been considered as the "best country
brand for value-for-money" according to the Country Brand Index (CBI) survey conducted by a
leading global brand consultancy.

Research and methodology - Review

Bhatt and Pandya (2014) developed their research methodology based on rationale that every
tourist is different and have different aspirations for tourist destination, spending and activities.
Their methodology was aligned to discover and analyse different factors that contribute to the
industry as a whole. To determine such factors, they developed a questionnaire which was used
to survey a sample of 400 persons from select cities of Gujarat. Their secondary objectives being
to find out main source of influence for destination by individuals and preferences and choices of
tourists. They collected the data on different data points such as age, gender, income, city, marital
status, occupation and family members. These parameters are appropriate as Indian tourists
practically decide their tours based on these basic parameters and these seem to be appropriate
for the research and analysis. Further, their proposed hypothesis that there is no significant
difference between the tourist destinations among people from different cities of Gujarat. Based
on the statistical analysis they performed, results show that people from these cities have different
choices for tourist choices and preferences. However, their research was limited to only three
cities of Gujarat which may not reflect the preferences of other parts of the state and country.
However, the study can be extended to bunch of cities or states to study empirically the behaviour
and preferences of tourists in India. Such a study can be very helpful for tourism industry to
redistribute the resources and provide effective facilities and services to tourists across the
country.

One among the worlds largest renowned online travel agency, Expedi released the Holiday
Activity Report 2015, which comprises of an analysis of travel behaviour and preferences across
various cities in India. The survey was conducted with 520 respondents across major cities like
Delhi, Mumbai, Bangalore, Pune and Hyderabad. The survey highlights that 48% Indians travel
for a specific set of holiday activities during summer and decide their destinations accordingly.
Holiday activities are picking up amongst Indian travellers. This is clearly evident from the fact
that almost half of them decide the activities and then plan their destination this year. The traveller
evolution is happening at a faster pace now that they have access vast amounts of information
available at review sites, OTAs and metasearch portals. They have much more clarity than 5
years back and play a critical role in travel planning. While 56% Indians preferred to travel in peak
season, 44% chose off season. More than their budgets, they are anxious about wasting time,
standing in long queues for tickets to theme parks and museums (22%), with uncertainty on ticket
availability as well.
The survey also revealed that 48% Indians are interested in cultural events like Carnivals,
Oktoberfest and Tomatina festival. 55% wish to check out the city specific activities & cultural
performance. 31% Indians wish to explore the city with locals and enjoy knowing their culture and
48% Indian talk and interact more with the locals. 30% wish to indulge in adventure sports,
whereas 21% are curious collectors 47% Indian want to discover unexplored destinations.

Following are the detailed findings of the survey:

67% Indians decide the destination first and then plan activities
Delhiites ( Residents of Delhi ) lead the pack at 72% followed by Pune (70%), Bangalore
(69%) and Mumbai (68%). Almost 33% Indians travel for a specific activity/ experience.
Hyderabadis are top experience junkies at 45%, while the least being Delhiites (28%).
While 56% Indians preferred to travel in peak season, 44% chose off season.
Bangaloreans being the highest to prefer off season at 55%. Key reasons include- better
deals on flights & hotels (60%), less crowd (56%), no children running around making
noise (33%), easier to get leave (27%), better service in hotels (24%). Hyderabadis are
least interested in travelling in off-season at 32%.
Indians travellers who are most anxious about landing the best deals (40%), trip partners
backing out at last minute (23%), standing in long queues for tickets to theme parks and
museums (22%), budget (20%), shopping gifts for friends & relatives (17%)

Those who prefer getting the best deals:


Hyderabadis (45%) and Puneites (42%) most anxious, while Bangaloreans and Delhiites least
anxious at 37%.
Trip partners backing out at last minute: Puneites (30%) & Delhiites (26%) most anxious,
Bangaloreans (16%) & Mumbaiites (22%)
Standing in long queues for tickets to theme parks and museums:
Delhiites (28%) lead, followed by Bangaloreans (23%), Puneites (23%), Hyderabadis (22%); least
anxious Mumbaiites (18%)
Budget:
Hyderabadis (25%) & Mumbaiites (23%) lead while Delhiites dont care as much (17%)

Shopping gifts for friends and relatives: Hyderabad (25%) & Delhiites (24%) top the list, while
Bangaloreans (5%) and Mumbaiites (8%) arent bothered as much
Indians travelers least anxious about Excess baggage (2%) and asking for leaves (4%)
Mumbaiites (8%) and Puneiites (7%) most anxious about asking for leaves

Booking Activity
57% Indians prefer to book online while booking their flights and hotels, while 18% prefer to get
the activity tickets from the hotel concierge. 25% Indians book the holiday activity ticket at the
venue itself

Advance booking while booking flights & hotels:


Bangalore (71%) Delhi (62%), Hyderabad (57%), Pune (48%) and Mumbai (45%)
From Hotel concierge: Delhi (26%), Pune (20%), Mumbai (18%), Hyderabad (17%) and
Bangalore (10%)

At the venue:
Mumbai (37%), Pune (32%), Hyderabad (26%), Bangalore (19%) and Delhi (12%)
For 60% Indians, booking online is easier and 37% find more activity options available.
33% Indians get more suggestions on popular tours/ activities and for 30% its economical.
Easy to book: Mumbai, Pune and Bangalore (57%), Delhi (54%) and Hyderabad 40%
Offers more activity options: Bangalore (42%), Delhi (40%), Mumbai (35%), Hyderabad at
34% and Pune 32%.
Offers suggestions on popular tours/activities: Bangalore 35%, Delhi 34%, Hyderabad and
Pune at 32% and Mumbai 31%
Economical: 35% from Mumbai, 34% from Delhi, 28% Hyderabad, 26% Pune and 25%
from Bangalore feel this way Expensive Forex, Damn it!
67% Indian vacationers resilient to currency fluctuations, Delhi on top (72%), Hyderabad
at bottom (53%)
If the dollar got cheaper 66% Indian travellers will spend more on activities while 55% will
extend the days of the vacation.
Bangaloreans (83%) & Delhiites (77%) have the highest propensity to spend on activities,
while Hyderabadis have the least (53%).
Pune-ites (64%), Delhiites (63%) & Hyderabadis (60%) take the lead in extending vacation
days, least being Mumbaiites (40%).
31% will try and squeeze in nearby destinations and 29% will spend more on shopping.
Delhiites choose to spend the highest in shopping amongst other cities (63%) followed by
Bangaloreans (31%), Hyderabadis (21%), Mumbaiites (21%)
Only 14% will upgrade their hotel accommodation
Delhiites (23%) and Mumbai (21%) lead the pack
If the dollar got expensive 63% Indian travelers would cut down on shopping
Pune-ites the highest to cut down on shopping at 75% followed by Bangalore at 66%
Mumbaiites least to cut down shopping at 57%
38% would look at shifting to a more affordable destination
Mumbaiites most willing at 52%, while Bangaloreans (24%) are least willing to
32% would avoid places of interest that are ticketed
Mumbiites (48%) & Puneiites (46%) most conscious while Delhiites are least conscious at
(37%)
32% would downgrade hotel star category
Delhiites (43%) & Bangalore (38%) on top to downgrade on the hotel category while
Mumbaiites (21%) track at the bottom
25% would reduce vacation days
Mumbaiites lead the list at 33% followed by Hyderabad at 27%
Bangaloreans (17%) and Puneites (18%) least willing to reduce vacation days
What do we actually do on a vacation? Absorb a new experience!!!
36% Indians wish to explore River/Sea Cruise and Theme Parks and 34% wish to head
to Beaches this year. Only 6% Indian wish to visit the Deserts and 10% to the Casinos
and Countryside with lakes this
39% travelers from Pune and 38% from Bangalore are the most interested to go to the
Beach this year whereas only 28% from Mumbai wish to go to the beaches
31% Bangalorean and 30% from Pune wish to travel to the snow-capped mountains and
only 14% from Hyderabad wish to visit their
40% from Bangalore and 38% from Mumbai wish to go for a River/Sea Cruise
9% each from Pune and Mumbai wish to go to the deserts this summer and only 1%
Bangaloreans wish to travel to Theme Park is another attraction that has picked up with
42% from Hyderabad and 39% from Pune interested.
Only 21% people from Delhi and Pune would like to visit a Spa Retreat this summers
25% travelers from Hyderabad would like to take a trip to Forests/National Reserve and
Gamming Safari
48% Indians are interested in cultural events like Carnivals, Oktoberfest, Tomatina and
26% are interested in Sports/ Adventure sports
100% Pune-ites are interested in attending music and cultural events and they have no
interest in Food/wine, Art & History, Exhibitions, Movie or theatre fest
67% Mumbai-kers are interested in Cultural Fest and 50% in Food/Wine
50% Delhi-ites wish to go for sports and adventure and only 33% wish to attend cultural
fests
Activities on mind
94% Indians are shopaholic wherever they go and 55% wish to check out the city specific
activities & cultural performance. 47% Indian want to discover unexplored destinations
100% people from Bangalore, Delhi, Hyderabad and Pune wish to shop even while
travelling
71% from Pune and 64% from Mumbai wish to enjoy city specific activities and cultural
performances while only 38% from Hyderabad wish to do that
Discovering unexplored destinations are enjoyed by Pune at 57% at Mumbai at 50%
Experimenting with local cuisines and drinks gauge interest by only 57% travelers from
Mumbai
Day excursion and river/sea cruise create maximum interest from Indians when travelling
for vacation at 59% and 48% respectively. Whereas, only 11% wish for a Luxury car drive
67% travelers from Hyderabad and 60% each from Pune and Delhi wish to enjoy the
river/sea cruise, whereas only 33% from Mumbai wish to do that
Adventure sports only interests from 60% Delhi-iets and 33% from Mumbai whereas 0%
from Bangalore, Hyderabad and Pune wish to do that
Day Excursion is something that everyone wants to try out, 100% of Hyderabad and 60%
of Delhi, Bangalore, Pune wish to do it
Club crawling & Pubbing and Guided tours to Red light areas has 40% of Bangaloreans
interested
Cabarets/Lido/Tiffanys Show has 67% from Hyderabad and 40% from Bangalore, Delhi
and Pune interested
Indulgences Galore!
31% Indians wish to explore the city with locals and 30% wish to indulge in Adventure
sports, whereas 21% are curios collectors. 20% wish to sleep during their vacation and
15% Indians wish to over eat.
24% Delhi-ites and 23% Hyderabadis wish to enjoy their vacation sleeping. 22%
Bangalorean, 18% Pune-ites and 14% Mumbaikars fall in the same category
17% each of Delhi-ites and Bangalorean wish to eat till they dont fit in their cloths.
Followed by 14%, 13% and 12% respectively by Hyderabad, Pune and Mumbai
Only 17% and 16% of Hyderabadi and Mumbaikars respectively and 12% each of Pune
and Delhi and 11% Bangalorean wish to get intimate with their partners with summer
vacation
17% Delhi-ites and 16% Hyderabadis enjoy Shopping for stuff they dont need followed
by 9%, 8%, 7% respectively by Bangalore, Pune and Mumbai
37% Pune-ites and 33% Mumbaikars wish to enjoy adventure sports whereas only 22%
Hyderabadis wish to do that
39% Bangaloreans like to explore the city with the locals compared to 21% Pune-ites
28% Pune-ites are curios collectors topping the list compared to 17% Bangalorean
13% Mumbaikars wish to spend on Spa treat to detoxify & rejuvenate and only 9%
Hyderabadis enjoy the same
Yes, we are Social Beings!!!
25% Indians either never post on social media during vacation or do so once they are
back from vacation
25% Pune-ites post multiple times on social media and 0% Bangaloreans wish to do that
during vacations
35% Delhi-ites prefer to not post anything on social media while they are on vacation
compared to 8% from Pune
28% Delhi-ites prefer to post once a day on social media while on vacation and only 20%
Mumbaikars do the same
30% Pune-ites post at-least once a week on social media and only 16% do the same
during vacation
48% Indian talk and interact more with the locals and 28% dont interact much with locals
54% from Bangalore top in interacting with locals and at 39% Delhi is the least interested
15% from Hyderabad wish to mingle/hang out with Indians and 9% from Bangalore wish
to do the same
39% Bangaloreans like to explore the city with the locals compared to 21% Pune-ites
28% Pune-ites are curios collectors topping the list compared to 17% Bangalorean
13% Mumbaikars wish to spend on Spa treat to detoxify & rejuvenate and only 9%
Hyderabadis enjoy the same
14% Bangaloreans wish to avoid Indian who are loud & litter around whereas only 10%
Delhi-ites wish the same
30% from Pune wish to be on their own and dont interact much whereas 26% from
Bangalore and Mumbai feel the same

Methodology
The study was conducted on behalf of Expedia by Access Media International, a globally
integrated strategic insights consulting firm. This survey was conducted online from April 15 to
May 12, 2015 across Delhi, Mumbai, Bangalore, Hyderabad and Pune. The study was conducted
among 520 employed adults aged 18 years of age and older.

The article on A comparative study based on Domestic Tourism Survey, 2008-09 aims to study
tourism expenditure pattern of different socio-economic sections in India. The study was made on
data collected by Domestic Tourism in India in 2008-09. The study was made on following socio-
economic variables:

Gender
Age
Marital Status
Religion
Social Group
Household Type
Educational level
Usual Principal Status
Profession / Occupation
Industry of employment

The survey identifies following reasons for travel in India:


Business People travelling for business assignment such as attending conferences,
trade fairs, conducting trainings, etc.
Holidaying, leisure and recreation These include people who travel for leisure, trekking,
adventure sports, cultural activities, recreational activities, summer camps, holidays at
beaches and hill stations, etc.
Social gatherings including marriages, visiting relatives, friends, etc.
Pilgrimage & religious activities -
Education & training People travelling for Short term courses, academic lectures
Health & medical This includes travel for special treatments such as Ayurveda
Shopping Shopping for not for sale items especially during festivals like Eid, Diwali, etc.

Further, the report gives figures on Socio-economic categories and data average overnight trip
duration. Report also summarizes data on categories of expenditure by religion and household
type (i.e. Employed, self-employed, casual labour, others). The data on overnight expenditure by
people from different employment sector shows that maximum expenditure is from people of
services sector.
The categories of expenditure include the following:
Accommodation,
Transport charges,
Shopping,
Health expenses,
Recreational
Adventurous activities
Others
The report shows some interesting facts about the behaviour of tourist when comes to expenditure
category, tourist destinations, reasons and activities on tour.

A research paper, Consumer Behaviour and Recent Trends for the Expansion of Tourist
Attractions demonstrates the contemporary trends in the tourist attractions. It classifies the tourist
attractions into 4 types:
1. Natural Attraction These are generally natural places like waterfalls, caves, seashores
and any other scenic locations. People majorly go here for sight seeing
2. Heritage attraction These are the places with old constructions which have a historical
importance. Forts, dams, battlefields, etc.
3. Purpose-built attraction These are locations which have been purposefully built or
constructed.
4. Events These are the places which attract crowd during events only.
Further, the paper divides the travel motivators into 4:
Physical - Health, relaxation
Personal - Escape, visit friends or family
Personal development Learning new skills
Status Exclusivity
Cultural New Cultures
The paper sights several reasons for unprecedented growth in tourism industry in past century.
The reasons include:
Social welfare
Leisure time like paid holidays, 2-day weekends
Technology which makes travel and travel arrangements faster and easy
Motorization has increased the speed of travel phenomenally
Promotion of tourism in media
Promotional activities and incentives by local and state governments
Different holiday packages and convenience for travel

This study shows that the tourist attractions are produced, managed, discovered, created in order
to manage the changing needs and interests of tourists around the world.
Examples like Disney land, which was developed in US (California) and then in other parts of the
world. Many more theme parks and amusement parks being developed around cities and resorts
being developed near cities and beaches to match the needs of the tourists. Last 2 decades has
seen a phenomenal increase in the tourism as leisure industry. This has given boost to multiple
sectors such as hotels and hospitality, passenger transport and other activities at tourist
destinations.
Thus, this short research paper explains more of a qualitative aspects of different dynamic factors
that affect tourism. However, it does not show any quantitative on which factors are more effective
than others and it does not show any relevant data analysis for these conclusion.
Another thesis reflects on India as tourist brand and how critical it is to boost tourism among
Indians as well as foreigners. The study highlights the fact that the Destination marketing and
marketing strategy should be aligned to effectively promote the destination as tourist spot. The
promotion of destination in print and mass media should reflect the positioning and image of the
destination and should be aligned with the expectations of potential tourists from that particular
region or state.

Monoja and Vermab (2013) presents the travel behaviour of non-working people. They had
conducted this for the city of Bangalore. The prime objective of this study was to find out the socio-
economic attributes which are driving the travel behaviour of the non-workers. Non-workers are
a significant chunk of the population from the middle income group of Indian society. Practically,
they have leisure time and have responsibility to travel for events like family visits or functions or
events. Hence, it is an attempt to estimate the travel demand by non-workers from an Indian city.
As per the author, this is first of its kind when it comes to study of non-workers. It models the
number of discretionary and frequency stops specifically for non-workers. The model uses
Poisson regression technique for concluding the results from survey data. The findings of this
study are aligned with the earlier research findings and adds new dimensions for the travel
behaviour of non-workers from a particular city in India. However, this study itself is not a
comprehensive to predict the travel patterns of the non-workers across different socio-economic
divisions of the society. The study can be extended to disaggregate stop level analysis to develop
to predict the travel behaviour.

Conclusion
Journal papers in the area of tourism have given great insights into the key aspects driving the
consumer behaviour and industry over the years. Paper on travel choices of Gujarat provides
findings on differences among people from different cities which could be extended to other states
and parts of the country. Holiday report 2015 lists a plethora of key findings w.r.t. travel behaviour
and preferences from the data of survey from all the tier-1 cities of the country. This can be a
close representation of the countrys travel behaviour as it includes all the major cities including
Mumbai and Delhi. And the report captures data on acute details such as their preference for
choice of time for travel and the activities. The report presents findings on the basis of behavioural
aspect for each city where the survey was conducted. Thus, it gives city-wise insight into travel
behavioural and comparisons between metro cities w.r.t. travel behavioural aspects.
The other report which studies the travel patterns of non-workers from a city in India (i.e.
Bangalore), presents travel behaviour of non-workers with useful insights. As non-workers
constitute significant part of the middle income group in India. Though, in recent years, the idea
of multiple bread-winners is getting popular, non-working population is significant and often plays
a major role in decision making and preferences & choice for tours and travels.

So far in the literature, there has been a very small research of travel behaviour of middle income
people which is backbone of Indian economy. Hence, our study will majorly be focused on

References

1. Snehal J. Bhatt1 and Dr. Kerva Pandya (2014), A comparative study of the tourists behaviour
towards travel and factors considered while selecting tours and travel destination in the
selected cities of gujarat
2. Domestic Tourism Survey (2002-03) by National Council of Applied Economic Research
3. Ministry of Tourism Government of India - Annual Report (2007-2008).
4. How households of different Socio-Economic background spend on tourism A comparative
study based on Domestic Tourism Survey, 2008-09 by, Ministry of Tourism, Government of India
5. World Tourism, http://www.world-tourism.org
6. Gujarat Tourism, http://www.gujarattourism.com
7. Consumer Behaviour and Recent Trends for the Expansion of Tourist Attractions, Global Journal
of Finance and Management
8. M. Manoja, Ashish Vermab (2013), Analysis and Modelling of Activity-Travel Behaviour of Non
workers from a City of Developing Country, India
9. Destination branding: a holistic approach for brand architecture in tourism industry (2014) by
Sunaina Ahuja

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