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A

PRESENTATION
ON
SERVICE MARKETING
MIX DECISION
IN
TOURISM INDUSTRY
BY:-
Ravneet Kaur Riar 15
Harshda 16
TOURISM
TOURISM INDUSTRY
Tourism is vital to the well being of many countries, because
of the income generated by the consumption of goods and
services by tourists, the taxes levied on businesses in the
tourism industry and the opportunity for employment and
economic advancement by working in the industry.
The tourism industry includes:
those sectors which enable the tourist to travel to and from the
destination
those sectors which are part of the product at the destination
the human component of tourism (the labour force)


TOURISM IN INDIA
Tourism is the largest service industry in India, with a
contribution of 6.23% to the national GDP and 8.78% of the
total employment in India.
India witnesses more than 5 million annual foreign tourist
arrivals and 562 million domestic tourism visits.
India shares in international tourist arrivals in 0.58% as of
2008
India ranks 41 in world tourist Arrivals
Indian tourism is said to be the largest employer in the world
by 2019

INDIAN TOURISM PRODUCT
Infrastructure
Airports
Fast train
Hotels and resorts
Recreation facilities
MAJOR PLAYER IN TOURISM
INDUSTRY
KUONI

KESARI

THOMAS COOK

RAJTRAVELS AND TOUR

SWOT ANALYSIS
MARKETING IN TOURISM
As the production and consumption experiences are
inseparable, it is impossible to sample a tourism service
before purchase.
Marketing of tourism is based on
Trust
Relationship
Delivering value
TOURISM AS A SERVICE
Intangibility
Service oriented industries like tourism, strive towards converting
the intangible product into an experience that customer will value
and cherish.

Variability
Offering the same quality of service each time a customer
interacts with the service marketing brand( which helps in image
building).

Inseparability
Prospective customers have to travel to the destination to
experience the place; and a trail or sampling or test drive is not
possible before purchase.

MARKETING MIX (7Ps)
PRODUCT
Core service Destination
Basic service - ticket booking , transport, sight seeing, hotel
booking
Expected service Customer expects the organization to
offer
Example:-
Seat availability on needed time, Accurate information
(information about various packages)
Augmented service - Distinguish itself from others
Example: WI FI connection in hotels, customized meals on
board
Potential service totally customized tour packages, a grade
at every stage

Product involves the following concept
Accommodation
Attraction
Transportation
Recreation
Shopping
Restaurant

PRICE
Pricing demand the following
Cost
Demand
Competition
Duration
Mode of transport
Peak / Non- Peak Demand
Destination
PROMOTION
Different states highlighting about their features
Eg Kerala God s own country

Highlighting about backwaters , Ayurveda, elephants,
houseboats, beaches etc

Incredible India and Atithi Devo Bhava are taglines of
Indian tourism
Our guest is blessed and Our Visitors is god
Aamir Khan as brand ambassador for Atithi Devo Bhava
for Indian tourism



Incredible India - Aamir Khan (Brand amb)
Gujarat tourism -Amitabh Banhchan
Kingdom of dreams -Shahrukh khan
Goa tourism -Prachi desai


PLACE
The destination is the important aspect in place
Travel agents, tour operators etc. are distribution points
Proper infrastructure, Transport, and communication
Franchisees

Offices in all major cities of India 347 offices in India
PEOPLE
The role of people is very important in any service
In tourism , people involved are travel agents, guides , airline
crew members, receptionist in hotel
Contact with people may be high, medium or low
Examples in case of airlines
The passenger will have high or medium contact with the air
hostess , ground staff whereas low or no contact with the pilot
PROCESS
Details and well documented procedures for addressing every
situation and service context supported by infrastructure and IT
systems provide consistent and good quality service.

Details and well documented procedures for addressing every
situation and service context supported by infrastructure and IT
systems provide consistent and good quality service
PHYSICAL EVIDENCE
Sales
Website
Brochures , photos
Pens, files , caps

Consumption
Ambience of hotels
experience

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