CHAPTER 1 1.

1 INTRODUCTION TO TRAVEL AND TOURISM INDUSTRY

Liberalization of the Indian economy has brought about changes across various dimensions. With increase in income and rapid urbanization, consumers aspirations too have reached new heights. Consumers are now willing to spend more if they see value in a service. Consumers seek marketers who understand their interests and offer them what they need and deserve. Tourism is developing as an important service industry in India, with steady growth in the number of tourists and also in average spending per tourists- both foreign and domestics. Tourism involves the movement of people. That movement might either be within their own countries - which is called domestic tourism - or to and from other countries - which is called international tourism. In either case, the movement involves travel, by different means (by road, or rail or water or air) over long or short distances. Therefore, tourism and travel are completely interrelated. Of course, not every person who travels is a tourist; and in fact there is no one all-embracing. In our modern world of today, the many and varied activities involved in travel and tourism are continuously changing: in response to changing tourist demands and expectations; in response to terrorist attacks on and
1

hijackings of aircraft and ships, which necessitate greater security countermeasures, which in turn tend to increase frustrations and delays for travellers; rising costs of and shortages of fuel; increases in pollution and damage to the environment, and many other factors. Some happenings appear to be harmful to tourism and travel, and might cause a generally short-lived - turndown in travellers, whilst other happenings tend to provide a spur or boost to tourism and travel.

THE RANGE OF REASONS OF TRAVELLING

LEISURE TRAVELLING

VISITING FRIENDS AND RELATIVES

BUSINESS TOURISM

Holidays

Visiting elderly relatives

Business meetings

Health and Fitness

Social visits to friends and relatives

Exhibitions and trade fairs

Sport

Wedding celebration

Conferences

Education/training/study

Incentive travels

Culture and Religion

Social and Spiritual

2

1.2 FACTORS ASSOCIATED WITH TOURISM

It is quite accurate to refer to tourism and travel as an industry, because it produces markets and provides products. However, many different business activities are involved in this industry, some of which might at first sight appear to operate independently of others. In reality, different types of activities depend upon each other for success, and they must be co-ordinated and must operate in harmony in order to provide the full tourist product. For example: Transport (both international and local) is essential to tourism. Accommodation and catering of different kinds and standards are vital. Both small and large scale entertainment and sporting facilities need to be provided. Leisure and holiday centres, sports resorts, sea cruises, fly-drive holidays, coach and motoring and walking holidays are organised and run by many different businesses, some small and some very large; There are individuals and businesses engaged in promoting, marketing and selling the tourist products: tour operators, advertising and publicity specialists, printers and, of course, the retailers the travel agencies; In addition, many support or ancillary services, such as guide or courier facilities, travel insurance, foreign exchange, travellers cheques and credit facilities, are required to ensure full customer satisfaction with the actual tourist products provided. In very many instances the client - the tourist - should not even be aware that the holiday/vacation involves numerous distinct business activities; he or she might have purchased the product as a package. That might include transport, accommodation, catering, entertainment, sporting activities, etc. Nevertheless, separate activities are involved,
3

and it requires considerable skill and experience and good behind the scenes organisation to ensure that they are efficiently co-ordinated. Travel agents provide customers with advice and professional guidance on choice of holiday or to purchase travel products. A Tour Operator who puts holiday packages which consist of travel, accommodation, and travel services.

1.3 SPECIAL FEATURES OF TRAVEL AND TOURISM INDUSTRY:

It is very important for all professionals involved in tourism and travel to remember these important ways in which services differ from tangible goods: Firstly, being intangible services cannot be tested in advance, so neither the client nor the vendor can be certain that the holiday/vacation recommended or selected is exactly what is sought. Thus to a large extent the client buys on trust. Secondly, the success of a holiday/vacation can depend to a large degree on the personnel who provide the various services which together make up the full product. Such people might include some or all of: couriers, air hostesses or stewards, travel representatives and travel agency counter staff, hotel receptionists, restaurant and housekeeping staff, and many more, as most services and tourism is definitely no exception are labour intensive. Thus, the standard of performance of the various services can vary considerably depending on who provides them, and the manner in which they are provided: friendly, efficiently, helpfully, sympathetically, offhandedly, disinterestedly, carelessly, so on. What is more, much depends on the attitude of the person receiving a particular service, because very often the provision and consumption of a service are inseparable, and the recipient participates in the process. Some people are easy to please, whilst other people are very difficult to please; some people can overlook minor problems whilst other people are very critical and demanding; some people are determined that nothing will spoil their enjoyment whilst other people seem equally determined not to enjoy themselves; and so on.
5

 Another feature of a tourism product is that it cannot be taken to the consumer; instead the consumer must be taken to the product and, of course, part of the product actually involves the taking - by one method or another - such as by road, rail or air. The many services which jointly make up a tourism product are perishable. They cannot be saved or stored for later use. For example, an unsold hotel bedroom or cruise ship cabin, aircraft or coach or train seat cannot be stored for sale at a later date (as can be often done with many tangible products); once a sale has been lost, it is lost forever! That is why large discounts and/or other incentives might be offered for last minute holidays - in order to fill aircraft, hotels, etc. Finally, at least in the short-term, the supply of a tourism product is inelastic, that is, it is more or less fixed. For example, the number of hotel rooms or beds available at a particular resort cannot be substantially increased to meet higher than anticipated demand in a particular season. Some hotels/guest houses, etc, might close during the off season, but it is not easy to reopen them at short notice to meet greater than expected demand, in the way in which the rate or volume of production or manufacture of tangible products can be increased to meet increased consumer demand.

1.4 TYPES OF CUSTOMERS & SEGMENTATION

USERS OF TOURISM SERVICES The users of tourism services can be categorized in a number of ways. One such way of classifying the users is by dividing them into categories such as General, Sex, Region, Education, etc. 1. General: Domestic, Foreign, Kids, Teens, Youths, Seniors, Students, Executives, Artists, Politicians, Movie stars 2. Sex: Men, Women 3. Region: Rural, Urban 4. Education: Literate, Illiterate 5. Status: Rich, Poor 6. Profession: Executives, Academics, Sportsmen, Artists 7. Occupation: White collar, Blue collar SEGMENTATION Though there are a number of bases for segmentation of tourists, one of the most important is Lifestyle. Traveling decisions are fantastically influenced by changing lifestyles. They are also affected by other factors such as level of income, availability of leisure time, etc.

BASE OF SEGMENTATION Holiday

CATEGORIES

Mass market Popular market Individual market

Demand

Primary Secondary Opportunity

Geography

International On the basis of regions, cities, etc

Psychographic

Lifestyle Personality motive Knowledge

Demography

Age Sex Religion

Socio-economic

Rich, Poor Rural, Urban Literate, Illiterate

Purpose

Business Travel Cultural Tourism Common Interest Convention

Age

Teens Youth Seniors

8

CHAPTER 2 DEVELOPMENT OF TOURISM INDUSTRY IN INDIA

Indias travel and tourism industry has passed through many phases over the last few decades. At the government level, the development of tourists facilities was taken up in a planned manner in 1956, coinciding with the launch of the Second Five Year Plan. The approach has since evolved from isolated planning of single unit facilities during the Second and Third Five-Year Plan periods to a more integrated approach. The Sixth Plan marked the beginning of a new era when tourism began to be considered a major instrument for social integration and economic development. After 1980, the Government took several significant steps to encourage the growth of tourism. A National Policy on Tourism was announced in 1982. Later in 1988, the national committee on tourism formulated a comprehensive plan for achieving sustainable growth in tourism. In 1996 the National Strategy for Promotion of Tourism was drafted. And gradually, the travel and tourism industry began to pick up pace. Tourism is now major service industry in India, with a contribution of 6.23% to national GDP and 8.78% to total employment. India witnesses more than 5 million foreign tourist arrivals annually and 562 million domestic tourists visits. The tourism industry in India generated revenues of about $100 billion in 2008 and this is expected to increase to $285 billion in 2018, growing at 9.4% per annum.
9

2.2 THE TOURISM MARKETING MIX

Tourism marketing mix differs from the marketing of other services, as here; the main dimensions of the service are experience and hospitality. Structuring a well-defined marketing mix is therefore very important for Tourism Company.
PRODUCT

PLACE

PRICE

MARKETING MIX
PHYSICAL EVIDENCE PROMOTION

PROCESS

PEOPLE

Figure 1

1) PRODUCT AND PRICE

The tourism industry develops attractive travel packages to suit the requirements and budgets of target customers of different categories having varied interests, and these are marketed to the relevant segments. For instance: KESARI, a travel company offers comprehensive travel solutions for vacations to female members of family, children, old age people etc supported by real-time websites and customized products. Travel companies design tour packages covering a wide range of tourist attractions at different prices to attract diverse target segments. Transportation focuses on vehicles and infrastructure. Providing better services at airports,
10

railway stations and bus terminals, and upgrading the services to better standards help to add value to the service. KESARI has a large fleet of cars, coaches and buses at their disposal to render the best of transport for their clients, and thereby provide good value for their money. Destinations like historical monuments, local culture attractions, and natural sites are focused upon and developed to attract potential tourists.

2) PROMOTION

The Government of India launched the INCREDIBLE INDIA campaign to attract tourists from around the world by showcasing the countrys rich heritage, cultural values, spiritualities, historical places and monuments etc. Advertisement under INCREDIBLE INDIA campaign was given wide telecast during OSCAR, GRAMMY and BEFTA award functions. They were also shown on Major EUROPEAN channels and appear in the in-flight magazines of leading international air carriers to attract attention of the world. Government has also launched a another campaign that is ATITHI DEV BAHO which we cant say for exact promotion of travel and tourism industry but it is to create awareness among people regarding how to avoid to create wrong picture of our nation in front of foreign tourists. Ultimately this will help to attract more and more international tourists.

11

3) PLACE

Today, tour operators are so well- equipped that individual or group booking in any hotel of any category and in any part of India can be made instantaneously. They have a very good network all over the country and are in a position to offer very attractive discounts rates to their clients. Customers just have to tell the time of arrival and departure, the total duration of their approximate budget, and they get the itinerary planned and the holiday tailored accordingly. Depending upon customers choice, they are offered different types of accommodation such as hotels, motels, boatels etc. Hospitality majors from abroad like Jumeirah, Golden Tulip, Best Western International, Hilton and those from India like Indian Hotels are exploring strategies to exploit the enormous potential offered by the tourism sector.

4) PEOPLE

Tourism marketing is focused beyond image creation to solicited enquiries, responding to them, selling the service and eventually delivering the same in a manner that provides satisfaction to customers. People in travel and tourism industry are travel agents, tourist guides, hotel and restaurant staff, transport personnel etc. Therefore play a very important role in brand building and delivering customer satisfaction

12

5) PROCESS

Leading players in the tourism industry have well established process for each activity to ensure service quality and uniformity in customer experience. Detailed and well-documented procedures for addressing every situation and service context, supported by relevant infrastructure and IT systems go a long way in providing consistent and good quality service.

6) PHYSICAL EVIDENCE

Ultimately, it is the customer experience that matters most and serves as the physical evidence. Tourism marketers therefore have to take more care at each step and at every customer touch point to provide the best possible experience to the customer. Good customer experience is extremely important for generating repeat business and also business from new customers through positive word-of-mouth

13

2.3 VARIOUS TYPES OF TOURISM WITHIN INDIA

1) ADVENTURE TOURISM

As a kind of tourism in India, adventure tourism has recently grown in India. This involves exploration of remote areas and exotic locales and engaging in various activities. For adventure tourism in India, tourists prefer to go for trekking to places like Ladakh, Sikkim, and Himalaya. Himachal Pradesh and Jammu and Kashmir are popular for the skiing facilities they offer. White-water rafting is also catching on in India and tourists flock to places such as Uttaranchal, Assam, and Arunachal Pradesh for this adrenalin-packed activity

2) WILDLIFE TOURISM

India has a rich forest cover which has some beautiful and exotic species of wildlife some of which that are even endangered and very rare. This has boosted wildlife tourism in India. The places where a foreign tourist can go for wildlife tourism in India are the Sariska Wildlife Sanctuary, Keoladeo Ghana National Park, and Corbett National Park.

14

3) MEDICAL TOURISM

Tourists from all over the world have been thronging India to avail themselves of cost-effective but superior quality healthcare in terms of surgical procedures and general medical attention. There are several medical institutes in the country that cater to foreign patients and impart top-quality healthcare at a fraction of what it would have cost in developed nations such as USA and UK. It is expected that medical tourism in India will hold a value around US$ 2 billion by 2012. The city of Chennai attracts around 45% of medical tourists from foreign countries. 4) PILGRIMAGE TOURISM India is famous for its temples and that is the reason that among the different kinds of tourism in India, pilgrimage tourism is increasing most rapidly. The various places for tourists to visit in India for pilgrimage are Vaishno Devi, Golden temple, Char Dham, and Mathura Vrindavan.

15

5) CULTURE TOURISM

India is known for its rich cultural heritage and an element of mysticism, which is why tourists come to India to experience it for themselves. The various fairs and festivals that tourists can visit in India are the Pushkar fair, Taj Mahotsav, and Suraj Kund mela.

6) ECO TOURISM

Among the types of tourism in India, ecotourism have grown recently. Ecotourism entails the sustainable preservation of a naturally endowed area or region. This is becoming more and more significant for the ecological development of all regions that have tourist value. For ecotourism in India, tourists can go to places such as Kaziranga National Park, Gir National Park, and Kanha National Park.
16

2.4 SWOT ANALYSIS

STRENGTH: India's geographical location, a culmination of deserts, forests, mountains, and beaches. Diversity of culture i.e. a blend of various civilizations and their traditions. A wealth of archeological sites and historical monuments. Manpower costs in the Indian hotel industry are one of the lowest in the world. This provides better margins for the industry. A wide variety of hotels are present in the country that can fulfill demands of tourists. There are international tourists in market such as Taj, oberoi etc. thus, the need of the international tourists.

WEAKNESS: Lack of adequate infrastructure. The airlines in India, for example, are inefficient and do not provide basic facilities at airports. The road condition in India is very bad. 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. There are many places where the image of India is one of poverty, superstition, and diseases. The case of Plague in Surat in 1994 led to a decrease of 36% in arrival of foreign tourists in India.

17

OPPORTUNITIES: More proactive role from the government of India in terms of framing policies. Allowing entry of more multinational companies into the country giving us a global perspective. Growth of domestic tourism. The advantage here is that domestic tourism and international tourism can be segregated easily owing to the difference in the period of holidays. THREATS:

Economic conditions and political turmoil in other countries affects tourism. Political turbulence within India in Kashmir and Gujarat has also reduced tourist traffic. Aggressive strategies adopted by other countries like Australia, Singapore in promoting tourism.

18

2.5 TOURISM STATISTICS

1) Tourism is one of the world's fastest growing industries at present and holds the status of the world's no. 1 industry. 2) The tourism industry as a whole is presently estimated to earn over US$ 3.5 trillion worldwide. 3) The industry creates a job every 2.4 seconds with every one of those direct jobs creating another 11 indirect ones. 4) Spending on tourism amounts to 5%-10% of total consumer, spending in a year worldwide. 5) India's share of the total market is a pittance at 0.51%. The non-tourist countries like Malaysia and Indonesia get much more tourists than India. 6) However, the average duration of stay of foreign tourist in India is one of the highest in the world. On an average, it exceeds 27 days in the case of non-package tourists and is 14 days in the case of package tourists. 7) Tourism has the distinction of being the third largest export industry after gems and jewellery and readymade garments in India. 8) The Tourism industry's foreign exchange earnings in India are around $3.2 billion. Tourism is the highest foreign exchange earner if we consider the fact that net value addition in Gems and jewellery is less than 30 % whereas, in tourism it is more than 90 %.

19

CHAPTER 3 KESARI TOURS

KESARI- A JOURNEY OF EXCELLENCE, INOVATION AND JOY
VISION To be a world class travel company spreading smiles and happiness. MISSION "Kesari is passionately committed to Total Quality Travel, with continual delivery of value added services. We uphold the highest ethical standards and believe in creating new benchmark in the industry.

3.1 INTRODUCTION
The trailblazing journey of Kesari began in 1984 with a pledge - When you make a promise to your guests, honour it. A firm belief in honest and transparent deals, no hidden costs and no compromise on sightseeing - that's what makes Kesari the first choice of generations of guests. We strive for 100% customer satisfaction and that has earned us immense goodwill. BOARD OF DIRECTORS Founder and Chairperson: Mr. Kesari Patil Director: Mr. Sudhir Patil MD: Veena Patil

20

3.2 DIVISIONS
Kesari has specialized divisions to cater to the needs of all types of travellers; whether it is a guest looking for the safety and security of escorted group tours (Kesari Tours), or someone seeking exclusive customised holidays (Strawberi Holidays) or the business traveller. it offer our guests a range of allied travel services such as air ticketing, visa, foreign exchange and insurance at one-stop for their convenience.

3.3 DESTINATION
Kesari today has to give its credit a substantial portfolio of holiday destinations, domestic and international. Operating in more than 100 destinations in India and over 1000 destinations Worldwide, spreading across the seven continents. Over 300,000 happy guests have enjoyed the world class standards of service, quality and innovation.

TEAMWORK
Kesari has team of 600 travel professionals including 200 Tour Escorts have a way of winning over hearts effortlessly, with their professionalism and warmth.

3.4 NETWORK
Kesari has created a seamless network of offices that are equipped with the company's sophisticated in-house reservation package, ensuring that

information is readily and accurately available online. Its services are also offered through network of over 75 preferred sales agents all over Maharashtra and other states in India. Products and Services: Totally honest policy, excellent service and perfect tour planning are the hallmarks of our success. We have perfected our tour itineraries to meet the special needs of the discerning tourist
21

3.5 TOURS
Unique tours arrange by kesari: 1) MY FAIR LADY The fun never ends for My Fair Lady! So far, this ladies-only tour has had a blast in Thailand, Mauritius, Singapore, Dubai, Malaysia and Europe. From little girls of 7 to grannies of 70, all have had the time of their life on these hugely popular, highly enjoyable tours. 2) SECOND INNINGS An exclusive tour for Senior Citizens is full of masti, mazza & magic. It's a great way to discover a holiday experience that is truly unique and a great opportunity to meet seniors from different walks of life & culture destinations. 3) APPLE PI Learning can actually be fun! Kesari's Apple Pi tour takes teaching out of the textbooks. It gives a wonderful opportunity to learn about various historic events and key locations right where they actually exist. 4) HONEYMOON Marriages are made in Heaven - Honeymoons happen with Kesari! With Kesari's specially designed honeymoon tours, you will see wonderful sights and yet find enough time for precious moments together, which you will cherish for a lifetime.

22

5) CHOTA BREAK Take a 'Kesari Chota Break' - a short holiday inclusive of accommodation, breakfast, dinner, (airfare, taxes & visa fees for international tours), city tour and even a caring tour escort on tour. 6) FUNTOOSH

Kesaris Funtoosh is a popular tour specially arranged for children .It means fun, friends and freedom for the children as they discover the world with us. As they enjoy the tour, they are actually preparing themselves to be world citizens. 7) THE MARIGOLD TOURS :

With increasing competition and stressful lives the search for inner peace is greater than ever. This tour is designed to help you connect with your spiritual side.

23

3.6 AWARDS
Their efforts to achieve our vision and mission have been recognized by the travel industry from time to time with various awards such as; Santos Star Preferred Partner Award 2010-2011 Asia's Best Brand in Travel Segment Award Lifetime Achievement Award: founder and chairperson- shri. Kesari Patil. 45th Anniversary Gentling Award Travel & Tourism Summit Awards 2010: Best Outbound Tour Operator of the year. Thai Airways Award: spirit of excellence award for outstanding sales performance during the year. FIE Foundation Award Abacus International Award Galileo Award for Best Domestic Tour Operator having been adjudged the Best Domestic Tour Operating Company in India 2006-2007. Indo - Swiss Society Award Award for Outstanding Performance Kesari has received the award for outstanding performance in the year 2007 from Austrian Airways and Cathay Pacific Airways.

24

CHAPTER 4 INTRODUCTION TO TOPIC

EXPECTED SERVICE
CUSTOMER GAP

PERCEIVED SERVICE

SERVICE
GAP 1

GAP 4

EXTERNAL COMMUNICA TION TO CUSTOMERS

DELIVERY
GAP 3

CONSUMER DRIVEN SERVICE DESIGN

CO. PERCEPTION OF CONSUMERS EXPECTATONS

GAP 2

SERVICE QUALITY GAP MODEL

25

CUSTOMER GAP Because customer satisfaction and customer focus is so critical competitiveness of firm, any company interested in delivering quality service must begin with the clear understanding of its customers. The sources of customer expectation are marketable factors such as pricing, advertising, .sales promises as well as factors that the marketer has limited ability to affect. As main objective of this study is to understand difference between customers expectations about the service and actual services they are getting, Means to understand the customer gap. Thus to reduce customer gap all other 4 gaps are need to be reduced.

EXPECTED SERVICE Customers hold several different types of expectations about service. The first can be termed desired service and defined as level of service the customer hopes to receive the wished for level of performance. Desired service is a blend of what customer believes can be and should be. For example, you will engage the services of your colleges placement office when you are ready to graduate. What are your expectations of the service? In all likelihood, you want the office to find you a job the right job in a right geography for the right salary because that is what you hope and wish for. Similarly in travel and tourism a person will expect the unique tours, properly priced packages, proper booking facility, and proper awareness about tours. Other than company should fulfil its promises in time, should offer the attractive brushers, should give proper attention to customers complaints enquiry etc. In some situations customer hopes to achieve their service desires but recognize that it is not always possible. For this reason they hold another lower level expectation for the threshold of acceptable service. This lower level expectation has been termed as adequate service- the level of service the customer will accept.
26

PERCEIVED SERVICE: Perceived service is a service which is actually received by a customer. He compares perceived service with his expectation and then satisfaction or dissatisfaction is determined. There should not be gaped between expected and perceived service. Customer should be provided with excellent services and should match with their expectations.

5 DIMENSIONS OF SERVICE QUALITY For meeting customers expectations company should be good at following dimensions: Reliability Responsiveness Assurance Empathy Tangibility Other than this proper understanding of customers should be there to meet the expectations of customers. Proper recruitment policies should be adopted and employees in an organization should know their roles and responsibility properly so as to handle customers requirements and understanding properly. Proper promotional strategies should be used to create awareness there should not be overpromising as well as proper consumer education is must.

27

CHAPTER 5 STUDY PROFILE

5.1 SIGNIFICANCE
FOR STUDENTS

a) The research study helps to students in making theoretical knowledge into practical practices. b) The research study is important to students because it give current market trends c) The research study is also important for future point of view. FOR COMPANY a) The research study is also important to the company also it helps in solving the marketing problems faced by marketing enterprises. b) The research give guidelines related to customer satisfaction and steps to be taken. c) This helps to company in the form of survival and growth of a business. d) The marketing research helps in planning, controlling, & decision making to company FOR OTHERS

a) Other people can come to know about functioning of kesari tours b) They can also get aware about various tours organized by kesari.

28

5.2 LIMITATIONS OF STUDY

In attempt to make this project authentic and reliable, every possible aspect of the topic was kept in mind. Nevertheless, despite of fact constraints were at play during the formulation of this project. The main limitations are as follows: 1. The main source of data for the study was primary data with the help of self-administered questionnaires. Hence, the chances of biased

information are more. 2. People were sometime not disclosed the true facts. 3. The chance of biased response cant be eliminated though all necessary steps were taken to avoid the same. 4. Due to limitation of time only few people were selected for the study. So the sample of consumers was not enough to generalize the findings of the study.

5.3 REASERCH METHODOLOGY

5.3.1 RESERCH OBJECTIVES

Primary objective is as follows: a) To understand the gap between customer expectations and perception with respect KESARI. Secondary objectives are as follows: a) To understand the marketing mix of travel and tourism b) To understand factors that affects the travel and tourism company c) To know the product or service awareness of kesari. d) To get practical knowledge for what we have learnt in classrooms.

29

RESERCH DESIGN
The research is descriptive type and accordingly the design is formulated so that precise and relevant information has been gathered.

5.3.2 RESEARCH APPROACHES

The research approach plays a very vital role for the smooth functioning of the research study. For the KESARI, survey research approach has been adopted. Because using the survey approach the researcher gets the actual knowledge of customers likes, dislikes, expected and perceived service & preferences of KESARI.

5.3.3 RESEARCH INSTRUMENT

In the research instrument the researcher is using the questionnaire, which consists of the set of questions relating to the kesari travel and tourism company. In the questionnaire the closed ended questions (multiple choice questions) have prepared because of close ended questionnaire the researcher gets the answers in an easier form only.

30

5.3.5 DATA COLLECTION

SOURCES OF DATA COLLECTION:

Data collection is done with both primary and secondary sources. a) Primary data collection: It has been collected from face to face interview with executive, employees in kesari as well as from customers connected with kesari.

b) Secondary data collection: Internet Books Magazines Brochures

SAMPLE DESIGN
1. Sampling area: Thane city 2. Sampling size: 50
3. Sampling method: non-random sampling

5.3.5 DATA ANALYSIS TOOL AND TECHNIQUE

There are various techniques to do data analysis and interpretation I have used the following tools. Graphical tools Pie charts Bar diagram

31

CHAPTER 6 DATA INTERPRETATION AND ANALYSIS

1) How long is you connected with kesari?

Less than 1 year 1-3 years More than 3 years Total

12 21 17 50

42% 34% LESS THAN 1 YEAR 1-3 YEARS MORE THAN 3 YEARS 24%

Figure 1

In this the response from people is as follows: 24% i.e. 12 customers are connected with kesari for less than 1 year and 76% i.e. 38 customers are connected with kesari for more than 1 year among 50 customer.

32

2) Are you aware about all the trips organised by kesari?

yes no Total

33 17 50

34% YES NO 66%

Figure 2

In this 66% i.e. 33 customers are aware about all the trips organised by kesari where as 34% i.e. 17 customers are not aware about all the trips organised by kesari.

3) Which unique trip of kesari u like the most( even though you are not aware about each and every just select out of the trips you aware)

33

My fair lady Second innings Apple pi Chota break funtoosh The marigold tours Total

14 13 6 8 4 5 50

30%

25% MY FAIR LADY 20% SECOND INNINGS APPLE PI 15% 28% 26% CHOTA BREAK FUNTOOSH 16% 5% 12% 8% 10% THE MARIGOLD TOURS

10%

0%

Figure 3

As we can see there are various trips and various groups of people are segmented in that as per their liking. In all the trips my fair lady, this concept is liked by 28% i.e. 14 customers and funtoosh is less favourite among 50 customers.

4) Have you ever engaged in international trip with kesari?

Yes
34

34

No Total

16 50

32%

YES 68% NO

Figure 4

In this case 68% i.e. 34 out of sample size 50 have engaged in international trip with kesari whereas only 32% i.e. 16 customers have not yet engaged in international tour with kesari.

35

5) Which type of tour you will prefer with kesari in future?

International Domestics Both Total

28 10 12 50

24%

INTERNATIONAL 20% 56% DOMESTICS BOTH

Figure 5

In this case 56% i.e. 28 customers are like to prefer international tours in future. Whereas 20% i.e. 10 and 24% i.e. 12 customers are likely to prefer domestic and both the tours respectively.

36

6) Does kesari fulfil its promises in time?

Always Never Sometimes Total

22 9 19 50

38%

ALWAYS NEVER 18% SOMETIMES

44%

Figure 6

Maximum number of people i.e. 22 customers believes that kesari always meets its promises in time whereas 38% i.e. 19 customers believes that sometimes kesari fail to meet its promises. And there are very less number of customers who are fully unsatisfied in this aspect. So we can say that in this kesari meets expectations of many customers.

37

7) When you have any problem, is kesari shows a sincere interest in solving it?

Always Never Sometimes Total

24 9 17 50

34

ALWAYS 18 48 NEVER SOMETIMES

Figure 7

In this case 52% i.e. 26 customers believe that kesari is not up to the mark in showing interest in their problems. Whereas 48% i.e. 24 customers are fully satisfied in this aspect.

38

8) Are employees in kesari are consistently courteous with you?

Always Never sometimes Total

33 4 13 50

26%

8% 66%

ALWAYS NEVER SOMETIMES

Figure 8

As we can see 66% i.e. 33 out of 50 customers are fully satisfied with the behaviour of employees in kesari. It proves that kesari has adopted proper recruitment policies and employees are also well aware about their roles and responsibilities as only 4 customers are fully unsatisfied.

39

9) Are you feeling safe in your transactions with kesari?

yes no Total

45 5 50

10%

90%

YES NO

Figure 9

In this case as we can see a large number of people i.e. 45 out 50 customers have faith in kesari as they feel safe while entering any transactions with kesari. Whereas only 5 out of 50 customers are not satisfied as they think today is the world of competition and we cannot blindly trust on any one.

40

10) Is kesari has operating hours that are convenient for you?

Yes No Total

47 3 50

6%

YES 94% NO

Figure 10

In this case, 94% i.e. 47 customers found its working/operating hours convenient whereas only 6% i.e. 3 out of 50 customers are on negative side.

41

11) How you find material associated with services such as pamphlets, statements at kesari?

Attractive Very attractive Not so attractive Total

26 17 7 50

14%

ATTRACTIVE VERY ATTRACTIVE 52% 34% NOT SO ATTRACTIVE

Figure 11

In this case almost 86% i.e. 43 out of 50 customers are more or less impressed with material associated with services at kesari whereas only 14% i.e. 7 customers are not happy with it.

42

12) If booking for particular trip is not available for particular point of time then what you will do?

Wait till the next trip Shift to another company for the same Total

30 20 50

40% WAIT TILL THE NEXT TRIP 60% SHIFT TO ANOTHER COMPANY FOR THE SAME

Figure 12

In this case 60% i.e. 30 customers will wait till the next trip, they are loyal to kesari. Whereas 40% i.e. 20 out of 50 customers will shift to another as there are various travel and tourism companies operating over here.

43

13) According to you what is customer satisfaction? a) Satisfaction is a persons feeling of pleasure or disappointment resulting from use of service b) Satisfaction is a function of perceived performance and expectation

Option A Option B Total

19 31 50

38%

62%

OPTION A OPTION B

Figure 13

In this case 62% i.e. 31 customers out of sample size 50 believe that satisfaction occurs when customers expectations about service meets perceived service, whereas 38% i.e. 19 customers feel that satisfaction occurs when customer get pleasure by using that service. So it is very much important for the firm to understand customers expectations first.

44

14) A. Is kesari has succeeded in meeting your expectations in international tours?

Fully To a greater extent Partly No Total

14 26 7 3 50

60%

50%

40% FULLY 30% 52% 20% 28% 10% 14% 0% 6% TO A GRATER EXTENT PARTLY NO

Figure 14

In this case maximum number of respondents 52% i.e. 26 out of 50 feels that kesari meeting their expectation to a greater extent whereas 24% i.e. 12 customers feels that kesari are meeting their expectations fully. So firm has succeeded in find out customers expectations and meeting those expectations to a greater extent.

45

14) B. Is kesari has succeeded in meeting your expectations in domestic tours?

Fully To a greater extent Partly No Total

5 12 22 11 50

50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 10% 24% 22% 44% FULLY TO A GREATER EXTENT PARTLY NO

Figure 15

As in this case, many 22% i.e. 11 respondents are not at all happy where as only 10% i.e. 5 respondents are fully satisfied. But large number of people wants improvement in domestic tours as they are not meeting their expectations.

46

15) Rate the following dimensions which meets your expectation more. (Rate it: 1 to 5. 1 for the best one) Reliability Responsiveness Assurance Empathy Tangibility In this case most of respondents have rated 1 for assurance as most appealing and most satisfactory dimension. It includes the transactional safety, employees knowledge to answer questions, constantly courteous employees etc. averagely empathy is as number 2 which includes customers best interest in heart, convenient operating hours, understanding of specific needs etc.

16) If you have any suggestions please specify; A large number of suggestions were given by the respondents but only very specific and relevant ones are mentioned here. A high sales promotion and advertising strategy should be used so customer can get acquainted with various trips. Make improvement in domestic tours.

47

CHAPTER 7 FACTS AND FINDINGS

POSITIVE ASPECTS

1) As kesari is working since 1984 it has experience of more than 15 years so it has loyal customers.

2) The best dimension in kesari is ASSURANCE. A large number of people thus feel safe in transactions with kesari.

3) Kesari has very good employees who are always courteous with customers.

4) Talking about empathy kesari also dominate in this area as it has very convenient operating hours and has succeed to ensure customers interest is our prime objective.

5) As kesari has long experience in this field and has loyal customers they can invent innovative schemes and apply in business irrespective of fear of losing customers.

6) Kesari really has various unique trips such as funtoosh, the marigold tours etc so if they create awareness about such tours people will definitely get attracted towards it.

7) Many customers prefer international tours with kesari as they had a great experience before or heard well about it from other people.
48

 NEGATIVE ASPECTS
1) Still there are various people who are not aware about various trips organized by kesari because of lack of publicity. They get known about tours mostly through news papers or by personal visit.

2) Kesari is good at reliability dimension but still not up to the mark.

3) Lack of advertisement through electronic media

4) Underdeveloped or unsatisfactory website.

5) Tourism industry is growing at vary faster rate so with this various travel and tourism companies are entering into a market. So competition is at peak.

6) So as we all know various unethical things are taking place in India as well as all over the world such as 9/11 attack, hijacking as well as various diseases are spread all over the country such as dengue etc so it can lower the market of travel and tourism.

7) Many customers are not satisfied with domestic tours quality.

49

CHAPTER 7 SUGGESTIONS AND RECOMMENDATIONS

1) Firstly kesari tours should make improvement in arrangement of domestic tours because many customers are not happy with it.

2) Kesari is lacking in many areas in domestic tours like transportation, guide service etc so kesari should make improvement in that aspect.

3) Kesari should make improvement in its website and make available more and more updated information so this will help to create awareness among people about each and every scheme/ tour organised by them as well about the organization.

4) It should also adopt various techniques of marketing and promotion to attract more and more clients.

5) Kesari should try to organised cheaper packages for them who cannot afford its current packages.

6) It should offer some gifts for its loyal customers. Such as for people who are connected with kesari from past 5 or more years, kesari should offer them some concession or some gift vouchers etc.

50

7) Kesari should improve in its sales promotion. For example: sending greetings on diwali or any other festival or religious occasion to its customers or kesari should organise various contests for its loyal and new customers. It creates the feeling of belongingness among them. 8) Kesari should arrange tours as per customers convenience.

9) Kesari should try to scatter rural areas by developing special promotional strategies and by offering relatively cheaper tours especially for rural population.

51

CHAPTER 8 CONCLUSION
Tourism is an industry that operates on a massively broad scale: it embraces activities ranging from the smallest sea-side hotel; to air-lines, multi-national hotel chains and major international tour operators. The tourism industry is now one of the largest sectors earning foreign exchange for the exchequer. In the face of such benefits, many countries have started assigning due weightage to the tourism industry in their national development.

Kesari tours have really done a good job till the date. They have succeeded in understanding customers expectation and providing satisfactory services. It is operating on a large scale and scattering more and more market in India. Due to cost factor in domestic tours it has not reached in rural area yet but they are now organizing relatively cheaper and unique tours to attract more and more customers.

It has a long experience in this field and has achieved various awards for the excellent working. The main source they use for the advertisement is all local newspaper Marathi, English, Hindi etc because they think it present in most of the household and it is a better way to communicate with the audience as you can write in your own words. It is very important for every firm to provide service as per customers expectation so as to survive and grow. As we know customers can make or break the business. So firm should understand customers preferences, liking, taste, buying motive before delivering the service. Customers expectation means what customers wants to get and perceived service means what they are
52

actually getting.

So for retaining customers it is must to fill this gap by

providing what they expect. So to reduce this gap 4 other gaps i.e. provider gaps need to be reduced.

As per the whole survey I would say kesari has succeeded in understanding customers expectation and meeting those expectations in greater extent. They have succeeded in retaining customers and making them loyal to the firm. They are also lacking in some areas such as making customers aware about various tours, difficulty in operating domestic tours etc but they are looking forward it and cope up with it soon.

53

54