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Tourism is critical to India. It provides substantial foreign exchange and jobs. India has the
potential to become the number one tourist destination in the world.
Understanding and fulfilling needs of global tourists for quality vacationing is the kick-off for
creditable performance and strong impact of India's economic growth on Tourism.
During the last decade of 20th century, India saw the emergence of e-tourism, its innovation and
growth .It is because of the online revolution and its utility where the tourists are interested to get
information on destinations and other facilities
The paper discusses the perception of consumer towards e-tourism and identifies the
opportunities and challenges faced by the agencies and consumers. This research will immensely
benefit the Indian destination managers for the purpose of formulating effective e-tourism
strategies, which will address the expectations, needs and concerns of tourists and project India
as an attractive tourist destination.






Indian Tourism Industry is one of the biggest tourism industry in the world. According to the
projection of Indian Tourism Ministry, the number of foreign tourists arrival in India will rise 10
million by 2010. According to the estimates, India epitomizes one of the most potential tourism
markets in the world

India represents one of the most potential tourism markets in the world. It has expanded rapidly
over the past few years and underpinned by the government support, rising income level and
various international sports events like (Commonwealth Games and Cricket 20/20) , the Indian
tourism industry will continue to grow at the fastest pace in the coming years. However, the
industry may have to cope up with several challenges which will limit its growth.

Commonwealth Games has also made a favorable impact on Indian Tourism Industry. Lots of
companies has offered special tour packages to the tourists. As per the reports, it is estimated that
more than 3.5 million tourists reached India in 2010 to be a part of the prestigious
Commonwealth Games , which was scheduled in Delhi. It was the high time for the India¶s
Tourism Industry, as the foreign tourists would heavily dependent upon them for the flight
bookings, hotel reservations, travel itineraries and visas.


  

 
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&'( The contribution of Travel & Tourism to Gross Domestic Product
(GDP) is expected to rise from 8.6% (INR5,532.5bn or US$117.9bn) in 2010 to
9.0%(INR18,543.8bn or US$330.1bn) by 2020.

 
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'*( Real GDP growth for the Travel & Tourism Economy is expected to be 6.7% in 2010
and to average 8.5% per annum over the coming 10 years.

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""( The contribution of the Travel & Tourism Economy to employment is expected to rise
from 10.0% of total employment, 49,086,000 jobs or 1 in every 10.0 jobs in 2010, to 10.4% of
total employment, 58,141,000 jobs, or 1 in every 9.6 jobs by 2020

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+&( Export earnings from international visitors are expected to generate 3.8% of total exports
(INR519.7bn or US$11.1bn) in 2010, growing (nominal terms) to
INR1,886.2bn or US$33.6bn (2.4% of total) in 2020.

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*( Travel & Tourism investment is estimated at INR1,628.1bn, US$34.7bn or 7.2% of total
investment in 2010. By 2020, this should reach INR6, 137.2bn, US$109.3bn or 7.7% of total
investment

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Each time a visitor access a website they leave an information trail that includes how they got to
the site, how they navigated through the site ,what they clicked on , from this the seller could
track down what customer¶s behavior and preferences are.

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Internet is not only restricted for finding information , but it is more likely to be expected
location where customers can learn about the products/service offered ,special offers, and can
plan travel accordingly

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For the distributors of tourism products the e-tourism makes it easy to be a comprehensive
supplier by placing product & service information on the company¶s website but behind the
scenes having certain orders fulfilled by outside suppliers.

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ßeb sites are providing convenience for customer and agents for creating new markets,
improving customer¶s services and establishing interactive relationship with the customers.
Online booking saves time of customers and service providers .Make my trip, yatra, travel cha-
cha etc are competing with IRCTC to provide better service and convenient Interface,

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Customers perceive security as important aspect for going online as they feel their network to be
unsecured. ßhom to be trusted, service providers or banks.
ßho will be responsible, if private information is accessed by unauthorized persons or hacked by
hacker or intruder. Customers feel unsecured of providing credit card information Online.

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Due to Lack of Knowledge Customers perceive technology to be user friendly , customers are
expecting technical support from service providers /agents .


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Indian tourism industry will continue to grow at the fastest pace in the coming years. However,
the industry may have to cope up with several challenges which will limit its growth

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Because of the terrorist activity going in India, overall Tourism Industry has been affected .Now
in India Banks are providing world class data security. Security involves identification of the
travelling agents-who is he , and can he be trusted ? can electronic payment be trusted ? and who
holds the responsibility for possible failures. Customers ranked security concern as most
significant .

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In a vast country like India it is common knowledge that a very small percentage of the
population that too urban have so far adopted e-commerce in their daily banking & Tourism
transaction .The fact is revealed by long queues at reservation counter in railways as well as in
the major banks like SBI.
ßhat Stops Customers? They fear of providing their personal information online, personal
information may be hacked in network

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Is a major reason for non adoption of e-commerce practices in tourism. Block-headed customers
,lack of proper knowledge are the main hurdles afced by agencies in extending consumer
awareness and support.

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Tourism Industry have not equipped themselves to deal with e-commerce transaction as
efficiently, ensuring complete reliability .service providers are not getting support from technical
support center well within time .


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1The first step is to have a unique and attractive site.web sites should contain short animated
stories showing India rich culture and background History
1Various movies can be made available on these websites like Jodha Akbar , Bhagat Singh
etc.
1+The step for e-business service provider would be to find a way to get the visitor on your
website to take steps to benefit your business. This is done by understanding the psyche of the
visitor and creating attractive & User Friendly website
1.Launching monthly newsletter for customers is also a good Idea.
11 Service provider should also discuss their privacy policies with the customer¶s .for building
the trust of the customer and to make them aware of e-commerce services0-
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1'Government should liberalize telecommunications and Internet services in order to attract
new investment , reduce prices and improve quality of services .
1* Develop a national vision , plans and policy guidelines on e-tourism and involve industry
players and local communities in developing tourism strategies and products within the context
of overall tourism marketing & development strategies .

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Tourism is a sunrise sector. Online travel market in India is evolving and attracting new players
and investors, Travel and tourism has not only become one of the world's largest industry but
also grows consistently every year. Between ;;"""", tourist arrivals worldwide grew at
an average rate of 4-3 percent per annum. Travel and tourism represent approximately 11% of
the worldwide GDP, according to the ßorld Travel & Tourism Council. ßorld Tourism
Organization predicts one billion international arrivals in the  "" and has forecasted that
"", international tourist arrivals to Asia and Pacific region would experience
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percent growth from "1 
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A start has been made a number of major steps have already been
taken,which require e-commerce solutions area big support for tourism industry today.Finally ,
both policy makers & entrepreneurs should work together to raise awareness of e-commerce
through training & education for employees. E-tourism cannot be implemented without
empowering and enabling tourism .The paper successfully explains the consumer perception of
e-tourism and suggests the ways e-tourism can be promoted in India.

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