“A STUDY ON THE FACTORS DETERMINING THE CHOICE OF

TOURISM DESTINATION OF THE CUSTOMERS”

ABSTRACT

This study investigates the internal and external environmental factors that
determining the choice of tourism destination of the customers. Furthermore,
special emphasis is placed on investigating and identifying the existing
relationship between the internal and external factors determining tourism
destination by pinpointing the factors being used by tourism companies and
those factors that contribute to the attraction of tourists to India. The empirical
research to support the study uses survey methods to develop and test the
critical factors of a destination marketing success model that can be used to
market and promote India, regionally and globally, as a preferred tourism
destination area.

A number of hypotheses were formulated to realise the objectives of the study.

In the formulation of the research hypotheses, the researcher was guided by a
deductive method regarding the groups of tourist destination attitudes and
practices of marketing with consistency of questionnaire responses in
comparison with available literature on the subject. Eight hypotheses covered
the following aspects: tourists’ satisfaction, quality, product, accessibility,
people, price, promotion and physical evidence. Review of previous research on
critical factors of success, tactical management, destination tactical management
and destination competitiveness models was undertaken in an endeavour to find
a framework for the development of critical factors of the destination market
success model that can be used for the identification and integration of critical
factors of success.
The findings indicate that respondents rated all the factors of service quality
listed as critical. Most of the respondents felt that, in order to please the global
tourists, the experience must be safe, secure, comfortable and relaxing. Also, the
quality of capability, accommodation, access to natural areas, tour guides,
tourist information, transportation, financial and communication institutions
were factors regarded as contributors to tourist satisfaction. It was also revealed
that the most critical factors of product of destination marketing development
were improving the tourism products, identifying and exploring new
opportunities and upgrading visitor services and facilities.
 CHAPTER 1
INTRODUCTION
Tourist activities, as traditionally defined by the tourism industry,
fundamentally involve the transportation and hosting of the tourism consumer in
a local community, i.e., “tourist destination,” where the tourist product is
consumed. No other global industry structures itself in such a way that the
consumer is brought to the product, rather than the product being delivered to
the consumer in his or her own community. This structural difference produces
unique social impacts upon the local tourist community, including the
interruption of local customs and lifestyles, the spread of infectious diseases,
changes in local demographics, and changes in local housing and labor markets.

Tourism is an essentially an expression of natural human instinct for

experience, education and entertainment. Tourism is one of the fastest growing
sectors of the global economy, which accounts for 11 per cent of gross domestic
product (GDP) and employ around 225 million people worldwide. Domestic
tourism is estimated to be much higher than international tourism and has also
been rising speedily. Many factors can be seen as responsible for this and some
major ones in the process have been increase in the volume of tourist
flow,increase in the proportion of high spending tourists, accelerated spread in
the volume of tourists geographically, pro-active govt. policies and growing
interest from investors. Appreciable growth in all three forms of tourism-
domestic, outbound and inbound- have been demonstratively catalytic in their
role as agents of positive contribution in the socio-economic development in the
country. Fast growth and diversification in tourism has indeed been a post-1990
phenomenon. Fast growth and diversification in Indian tourism has been a post-
1990 phenomenon. As regards to the growth and magnitude of impacts,
domestic tourists have been way ahead and contribute nearly three-fourth of the
tourist-related income generation in the country. In fact, many commentators
euphemistically state often: 'almost half of India is on move' owing to massive
volume of domestic tourists being estimated at whooping 562 million in 2008.
The volume of inbound tourists during 2007-09 in India has been a little over 5
million each, whereas, outbound tourist numbers have been almost double to
that of inbound. Perhaps, many analysts have been critical of the reliability of
the domestic tourist numbers and its socio-economic significance. Then, even
while being conscious of number counts, it would not be proper to
underestimate the role of domestic travellers in tourism development process.
Because, as domestic tourism holds the key for the future of tourism in India,
and therefore, it is imperative for the country to evolve a development model for
tourism accordingly. This is not only because of the sheer volume and revenue
generation but equally important are its reliability, consistency, resilience, less
volatility and lower cultural impacts in contrast to international tourism.
Domestic tourism thrives in the pilgrim centres, attractions located in the
country-sides and villages, beaches so also in big cities and towns. It is
undoubtedly a remarkable source in the development of destinations, especially
in sustaining a huge informal and unorganised tourism sector. The data available
also indicate considerable increase in per capita income during the last decade.
Instantaneous being latest CSO (India) estimates, which shows that average
income of India has almost doubled since the turn of new Millennium. In real
terms, average per capita income (PCI) has increased from Rs 16,688 in 2000-
01 to 32,283 in 2007-08. When the inflation-adjusted growth during this period
was taken, average growth has been over 50% (cited in TOI, 31-01-08, p.01).
Besides this; media, industry and other stakeholders also played contributory
roles in pushing up national tourism demand.
 Vibrant economic environment is a key determinant of tourism business
because it not only influences availability of disposable income of individuals
but it is also a manifestation of healthy economy. But strikingly, the global
economy has been thrown into sharp recessionary track, more prominently in
2008. Magnitude of the crisis was so deep that all major world economies of the
Western Europe, North America, Japan and to a large extend, Australia have
either become victim of severe recession or economic compression.

Incidentally, those are also major tourist generating regions/ countries of

the world. An economic crisis of present severity had other fall outs as well,
major being compression in personal income and loss of millions of jobs. The
pinching effects of the concomitant processes have been demonstrative of in
every segment of the industry and the economy. Tourism was an obvious sector
directly affected by ongoing economic recession and consequent contraction in
income. However, a sigh of relief was that despite the world-wide economic
turmoil, the Chinese and Indian economies were performing comparatively
better. These along with economies along with other dynamic economies like
Brazil and Russia were indeed insulating an otherwise downward spiralling
global economy from falling into a sharp negative trajectory. Fast deteriorating
recession really pushed tourism very hard. The growth in international tourist
arrivals in 2008 was dropped to 2%, i.e. just 16 million tourists from 2007 level
of 908 million (UNWTO). The declining track was evident throughout 2009.
Needlessly, deceleration in global economy and tourism demand in major
tourist generating countries of the world had a negative bearing on India as well
since those countries happen to be main source of its inbound traffic.
Reflections of various happenings were seen in the hotel, airline and tour
operation segments leading to a sharp fall in occupancy rates or cancellation in
bookings in the last couple of months in 2008 was indeed alarming. Many hotels
in popular tourist destinations like Goa, Kerala etc. reportedly suffered from
disproportionate cancellation rates to the tune of around 30%. At the same time,
general cancellation trend during this period has also been alarming. This
situation forced the industry towards some desperate actions like substantial
discount offers during the peak season and extra spending on promotions. Even
the ones located at established tourist destinations followed the suit to remain
and moving. The alarming situation like this warrants critical thinking and
multi-pronged and coordinated actions from stakeholders. Bringing the demand
scenario back to pre-crisis stage and stabilizing the tourism business should be a
priority area as it would be important to ensure overall vibrancy of the economy.
 CHAPTER II
INDUSTRY PROFILE

Introduction:

World tourism is considered as a significant factor in the economy of many

nations. Today tourism related infrastructure in various parts of the country has
improved the quality of life of the local people and helped to promote local arts
and crafts. Tourism has contributed to increase awareness about conservation of
the environment and the cultural heritage. Tourism is the fastest growing
industry in modern world. People have always travelled to distant parts of the
world to see monuments, arts and culture, taste new cuisine etc. The term tourist
was firstly used as official term in 1937 by the League of Nations. Tourism was
defined as people travelling abroad for period of over 24 hours.

The word tour gained acceptance in the 18th century, when the Grand Tour of
Europe became part of the upbringing of the educated and wealthy British
noblemen. Tourism is a service industry, consisting of transportation,
accommodation and hospitality. The term tourism and travel are often used
interchangeably though literally there is a difference. A person who indulges in
tourism is known as tourist. Tourism is multifaceted phenomenon which
involves movement to and stay in destination outside the normal place of
residence. Tourism is composed of three basic elements-
a) A dynamic element which involves travel to a selected destination or
destinations.
b) A static element which involves the stay in the destination.
c) A consequential element resulting from the two preceding elements, which is
concerned with effect on the economic, physical and social subsystems with
which the tourist is directly or indirectly in contact.

Swiss Professor Walter Hunzikar and Kurt Krapf (1994), describe the
concept of tourism “Tourism is the sum of phenomena and relationship arising
from the travel and stay of non- residents, in so far as they do not lead to
permanent residence and are not connected with any earning activity”

As per the International Union of Official Travel Organization (IUOTO),

now called as World Tourism Organization (WTO), has defined tourist as a
temporary visitor staying for at least 24 hours in a country visited when the
purpose of the journey can be classified under one of the following headings -
a) Leisure:- recreation, holiday, health, study of religion and sports or

b) Business, family, mission meetings.

As per the IASET and Tourism Society of Cardiff in 1981, “Tourism may
be defined in terms of particular activities selected by choice and undertaken
outside the home environment. Tourism may or may not involve overnight stay
away from home.”

Herman Von Schullard, An American Economist, defined it as, “The sum

of the total operations, mainly of an economic nature which directly relates to
the entry, stay and movement of foreigners inside and outside a certain country,
city or region.”

According to Tourism Society in Britain, “Tourism is the temporary

short-term movement of people to destination outside the place where they
normally live and work and their activities during the stay at their destinations,
includes movement for all purposes, as well as day visit or excursions”.
In 1981, the International Conference on Leisure-Recreation-

Tourism, held by Tourism Society in England, defined it as, “Tourism may be

defined in terms of particular activities selected by choice and undertaken
outside the home environment. Tourism may or may not involve overnight stay
away from home”. This definition was subsequently accepted by the IASET
(Burkart &Medlik, 1974).
All the above definitions bring out the following distinct features of tourism.
(a) Involvement of a mobile population of travelers who are stranger to the
place they visit.
(b) Their stay is of a temporary nature in the area visited.

(c) It is essentially a pleasure and recreational activity.

(d) Their stay is not connected with any remunerated activity or an activity
involving earnings.

WTO has taken the concept of „tourism‟ beyond a stereo type image of
„holiday making‟. The official accepted definition in the report is: “Tourism
comprises the activities of persons travelling to and staying in places outside
their usual environment not for leisure, business and other purposes”.
WTO has classified three types of tourism-

a) Domestic Tourism: It consists of residents visiting within their own

country. No formalities are required in this kind of travel.
b) Inbound Tourism: Comprises non- residents travelling into a country of
their choice.
c) Outbound Tourism: Comprises residents of a nation travelling out to
foreign country.

These three basic forms of tourism can be in turn being combined to derive
three categories of tourism.
a) Internal Tourism: This comprises domestic and inbound tourism.

b) National Tourism: domestic and outbound tourism.

c) International Tourism: inbound and outbound tourism.

Geographers study the spatial expression of tourism as a human activity,

focusing on tourist generating and tourist receiving areas. The study can
incorporate a variety of scales, climate, tourist recourses to local landscape,
resorts etc. From the geographical point of view, tourism has three main
components-
1) The tourist from one country to another country is known as generating
areas.
2) The destination area of tourist receiving countries or region or local areas.
3) The route travelled between respective destinations.

Tourism flow depends on pull and push factors. Push factors depend on
the stage of economic development in generating market, number of holidays
available and income. Also pull factor influence on tourist flow, it includes
accessibility and the relative cost.

Due to growing economic significance of tourism, it has a spectacular

increase in tourism worldwide and increase in tourist earning. That money is
absorbed by the local economies of the nation, and helps to increasing jobs as
well as opportunities. Tourism mostly depends on the range and types of
accommodation available at the destination. Accommodation is a core of the
tourist industry, and plays a distinctive role in the development of this ever -
expanding industry. Tourism also tends to give support to local handicrafts and
cultural activities; both in urban and rural areas. Expenditure by tourists has a
multiplier effect and also generates considerable tax revenue for local economy.
 Tourism has become a major and an integral part of economic, social and
physical development. It comprises complete system of nature, the universe, the
space and the galaxy which includes the man and his activities, wildlife,
mountain and valleys, rivers and waters, forest and trees, social and cultural
system, flora and fauna, weather and climate, sun and the sea. The whole
system requires an environmental and ecological preservation, which can be
expressed in terms of following equation

Tourism = (N + W + M) EE

Whereas,

N = Nature, W = wildlife, M = Man and his activities, EE = Environment and

Ecology.
The environment and ecological aspect on all the components as regard to the
development of tourism. The equation can further simplified in nature-
Tourism = (Wildlife + Man)EE

Without planning and controlling mechanism the development of tourism

may end by having social cultural and economic distortions, which will be
reflected in the relationship between tourists and local people. As soon as
tourism grows and expands, it brings the social and economic changes in the
respective region. This can be positive as well as negative.

Tourism 2020 vision is the World Tourism Organization long - term

forecast and assessment of the development of tourism up to the first 20 years of
the new millennium. An essential outcome of the Tourism 2020 vision is
quantitative forecasts covering a 25 years period, with 1995 as base year and
forecasts for 2000 and 2020. Tourism 2020 vision calls these motivating factors
the three E‟s - Entertainment, Excitement and Education.
Attraction, accommodation, supporting facilities, and infrastructure are the
basic elements of tourism. For the better development of tourism, these facilities
should be developed in respective areas and for this public as well as private
sector should take a lead. The flow of domestic tourists will depend on the
location of tourist spot and population density of an area. Accessibility is an
essential factor for better development of tourism.

1.1 TOURISM IN INDIA

India’s glorious traditions and rich cultural heritage are closely related
with the development of tourism. Its magnificent monuments attract a large
number of tourists from all over the world. The natural surroundings, the
architectural masterpieces, the music, dance, paintings, customs and languages
all these go to make India as tourist paradise.
In ancient India, there were no travel formalities for travelling in the
period of Chandragupta - II, and that time the famous Chinese pilgrim Fa Hien
travelled between A.D. 401 and 410 without a passport. But in the 3 rd century
B.C. a passport or mudra was essential, according to Kautilya‟sArthashastra,
for all travelers. During the Vedic period, the tourists were accommodated at
„dhams‟ or holy place of the country.

There was a remarkable increase in the traveler coming to India, as a

result of the discovery of the new sea route by Vasco - de - Gama. When
Alexander the Great reached in India, he found well maintained roads lined with
trees and wells, and rest houses. Along with the royal highway which is 1920
km long and 19 meters wide, men travelled in Chariots, palanquins, bullock-
carts, on donkeys, horses, camels and elephants.
 During the British period, tourism in India becomes more organized.
They built Dak Bungalows on the road side for the convenience of daktraveler.
The finest of India‟s cuisines is as rich and diverse as its civilization. In Sanskrit
literature the three famous words
“Aththi Devo Bhava” means „the guest is truly god‟ are a dictum of hospitality
in India.

India is a storehouse of art, paintings; crafts appeared on pots found in the

Indus valley civilization as early as the 3rd century B.C. The cave paintings of
Ajanta and Ellora date back to the 1st to 5th century A.D. The British setup the
Archaeological survey of India in the 19th century to document the wealth of
material available in the country. Viewing Indian art and culture as an integral
part of the century’s heritage.

India, a land of geographical diversity, blessed with a long history of rich

civilization and culture. It is a potential tourism paradise with a wide variety of
attractions ranging from beautiful beaches, hill stations, scenery, forts,
monuments, fairs, festivals, art, crafts, culture, forest, wildlife, and religious
centersetc. India has one of the world’s richest natural heritage: 65,000 species
of fauna including 350 of mammals (7.6 per cent of the world’s total), 408 of
reptiles (6.2 per cent), 197 of amphibians (4.4 per cent), 1244 of birds (12.6 per
cent), 2546 of fishes (11.7 per cent) and as well as 15000 species of flora (6 per
cent) attract the tourists for the development of tourism. India’s forest, rivers,
streams are bursting with rich wildlife. In India, there are 80 national parks and
441 sanctuaries. The largest wildlife sanctuaries in Asia viz. Kanha
National Park –Madhya Pradesh (Tiger project), Jim Corbett National Park
(Utter Pradesh) Gir (Gujarat) (Lion), Ranthambor (Rajasthan) (Peacock),
Kaziranga (Assam) (Rihnosours), Bandipore (Karnataka) etc.
 The temples trails in India like Gurudwara in Amritsar, Tripati Balaji,
Mathura, Ayodhya, Badrinath, Haridwara and Rishikesh. The hill stations like
Simla, KuluManali, and Massoorie in the north, Shilling and Darjeeling in the
east, Ooty, Kodaicanal, and Munnar in the south and Mahabaleshwar, Matheran,
Chikaldara, and Amboli in the central. All these tourist places are most popular,
which attract large number of tourists.

The tourist organization of India had its beginning from the year 1945. A
committee was appointed in 1945 under the Chairmanship of Sir John Sargent,
Educational Advisor, and Government of India. The Sargent Committee
submitted their interim report in October 1946, but implication of the
suggestions given by this committee was implemented after independence. As
per the report of Sargent Committee, Tourist Traffic Committee was appointed
in 1948. On the recommendation a Tourist Traffic Branch was setup in 1949
with regional offices at Kolkata and Chennai. The tourist traffic branch was
further expanded in 1955-56 from one branch to four branches and hand over a
function to them viz
1) Tourist Traffic

2) Tourist Administration

3) Tourist Advertisements

4) Distribution Section

On March 1, 1958, a separate Department of Tourism was created in

place of a Tourist Traffic Branch under the Ministry of Transport and
Communication which provides services such as accommodation, food facility,
hospitality, etc.
 One committee was appointed in March, 1963 under the Chairmanship of
L. K. Jha. This Committee made several recommendations to improve tourist
flow in India, especially in regards to facilitation; three new corporations were
setup in 1965, viz. Hotel Corporation, Indian Tourism and India Tourist Traffic
Corporation but they did not work well and therefore merged to make a single
unit as India Tourism Development Corporation (ITDC) on October, 1966.
ITDC is the main agency of the Ministry of Tourism and Civil Aviation, which
promoted tourism in India.

Regional offices are located in all capital cities in India. Besides, there are
several other offices at focal point of international tourist interest. Tourist
destination in the country are improved and provided more facilities to attract
the foreign tourists.

India is a land of great variety and contrast. Its unique cultural mystique,
exotic heritage, aesthetic environment and outstanding natural resources have
attracted international tourists. Tourism has emerged as one of India‟s important
industry. Today tourism is a major source of foreign exchange earnings and
employment. India is a huge market for tourism for outbound and inbound
tourists.
The main elements of culture which attract tourist to a particular
destination fall under following categories:
1) Pleasure climate
2) Scenic attraction
3) Historical & cultural attraction
4) Accessibility
5) Shopping
6) Adventure
7) Variety of cuisines
 8) Accommodation
9) Relaxation & recreation
10) Health - care projects.
Therefore, it has been rightly said that the core concept of tourism
revolves around for 4 A‟s
(a) Attraction
(b) Accessibility
(c) Amenities
(d) Ancillary services.

1.1.1 IMPORTANT HIGHLIGHTS OF INDIAN TOURISM

1) The number of Foreign Tourist Arrivals (FTAs) in India during 2010

increased to 5.78 million as compared to 5.17 million in 2009. The growth
rate in FTAs during 2010 over 2009 was 11.8 per cent as compared to (-)
2.2 per cent during 2009 over 2008. The growth rate of 11.8 per cent in
2010 for India was better than UNWTO‟s projected growth rate of 5 per
cent to 6 per cent for the world in 2010.
2) The share of India in international tourist arrivals in 2010 was 0.61per cent,
which is 0.02 per cent improvement over 2009. However, India‟s rank
improved to 40th in 2010, from 41st in 2009. India accounted for 2.83 per
cent of tourist arrivals in Asia Pacific Region in 2010, with the rank of 11.
3) Tourism continues to play an important role as a foreign exchange earner
for the country. In 2010, foreign exchange earnings (FEE) from tourism
were ` 64889 crore as compared to ` 54960 in 2009, registering a growth of
18.1 per cent.
4) Number of domestic tourist visits in India during 2010 was 740.21 million
as compared to 668.80 million in 2009, with a growth rate of
18.8 per cent.
1.1.2 TOURISM POLICY OF INDIA
Tourism emerged as the largest global industry of the 20 th century and is
projected to grow even faster in the 21st century. India has immense possibilities
of growth in the tourism sector with vast cultural and religious heritage, varied
natural attractions, but comparatively small role in the world tourism scenario.
The government of India announced the first tourism policy in November 1982,
but new initiatives towards making tourism as the catalysts in employment
generation, environmental re-generation. It would lead to larger
foreigninvestment. After ten years government has feels the need to improve
first policy, then newly introduced by the name the National Action Plan for
Tourism in 1992. The report of the National Committee on Tourism was
submitted in 1988, in this report two five-year plans provided basic perspective
framework for operational initiatives.

The tourism policy, 1982 was more aggressive statement in marketing

than a perspective plan for development. Following measures were suggested by
the policy-
1) To take full advantage of the national heritage for attracting tourists.

2) To increase tourist resorts.

3) The status of an export industry to tourism

4) To adopt the approach to develop few tourist circuits.

5) To invite private sector.

In the National Action Plan for Tourism, seven objectives are given they are as
follows-
1) Socio - economic development of region.

2) Increasing employment opportunities.

3) Development of domestic tourism.

4) Preserving national heritage and environment.

5) Development of international tourism.

6) Diversification of the tourism products.

7) Increase in India‟s share in world tourism.

As per the action plan, foreign exchange earnings were estimated to

increase from Rs. 10,000 crores in 1992 to Rs. 24,000 crores by 2000 and as per
the plan aims, increasing employment in tourism to 28 million from the present
14 million, hotel accommodation also increased from 44,400 rooms to 1,20,000
by 3 years.

Our mission is to promote sustainable tourism as a means of economic

growth and social integration and to promote the image of India abroad as a
country with glorious past, a vibrant present and a bright future. The new
tourism policy is announced in 2002, which incorporates the 7-S mantra of
Swaagat (welcome), Soochanaa (information), Suvidhaa (facilitation),
Surakshaa (security), Sahayog (cooperation), Saurachna (infrastructure) and
Safaai( cleanliness).

The key elements of the National Tourism Policy, 2002 are-

1)To consider tourism as a major engine of economic growth.
2) Multiplier effects of tourism for employment generation, economic
development and rural tourism.

3) Focus on international and domestic tourism.

4) Advantage of the burgeoning global travel and trade and the vast untapped
potential of India as a destination.

5) Critical role of the private sector.

6) To create and develop integrated tourism circuits based on unique heritage.

Tourist coming to India should get physically invigorated, mentally rejuvenated,

culturally enriched and spiritually elevated.
 COMPANY PROFILE
About akbartravels

Akbar Travels of India is the largest Travel Company in India in terms of

number of IATA approved Branches, staff strength and business turnover.
Flight bookings have been made simpler than ever after Akbar Travels launched
its Travel Portal, Akbar travels online.com, in 2007. The portal has been
successfully assisting the passenger to book cheap flight tickets both in National
and International sectors. With effect from 12th March, 2014 the name of the
travel portal has been changed to 'Akbartravels.com'.

After years of successful operations since 2007, akbartravels.com is poised for

greater growth. In addition to strengthening its existing services to customers
and travel partners, many new travel- related products are added to the web site.
IRCTC e-train tickets are now open for booking and a number of travel agents
who have signed up as partners are taking advantage of this feature.

Akbar Travels - Growth in India

The growth from humble beginnings in the year 1978 as a small travel agency
specializing in Gulf traffic from India to a well-diversified agency providing the
entire gamut of travel services was indeed spectacular. Our growth began in the
southern Indian state of Kerala. Presently there are 35 branches in Kerala,
spanning almost all the districts of God's own country. We also have branch
offices in all metro cities of India. In-roads were made into the Northern and
Eastern states of India recently, and the response from the travelling community
was overwhelming. Currently, Akbar Travels have total of 57 IATA approved
Branches and 40 non- IATA offices all over India serving the customers.

Overseas operations started with the opening of a Branch office in Sharjah,

United Arab Emirates in the year 2006. We now have 13 Branch offices in
United Arab Emirates. Branch offices were also opened in Sultanate of Oman,
Qatar and Saudi Arabia. More offices will be opened to cover all the important
cities in the Middle East in the near future.

Service straight from the heart is the motto of Akbar Travels. Customer
satisfaction is given great importance and the satisfied customers are the
goodwill ambassadors of the agency. The trained and experienced travel
professionals who answer phone calls or meet the customer at the counter are
able to understand the needs of the customers and provide the right solution.

Akbar Travels is approved by International Air Transport Association and is the

member of prestigious trade bodies like Travel Agents Association of India,
Travel Agents Federation of India and IATA Agents Association of India.

PRODUCT AND SERVICES

1.Domestic and International Air Tickets

They have a team of highly qualified and experienced travel consultants,
who will help to plan your domestic and international travel. With years of
experience, they will offer you the best possible fares on scheduled airlines (full
service as well as budget carriers) around the world. Tailor made services and
options are given to suit every requirement.With their expertise in air ticketing
and our goodwill with all major airlines, Akbar Travels offers the most
competitive airfares for all sectors. They have tie-ups and special deals within
the aviation industry, which will ensure that you get the best possible fare
whenever you buy your tickets from them
2.Hotel Reservations
Akbar Travel provides budget, standard and luxury hotel accommodation within
India and abroad at discounted rates. Booking a hotel room with Akbar Travels
is easy and convenient. Akbar Travels have tied up with major consolidators
such as GTA, Travelocity, Turico etc. whose inventory we frequently use.

vast selection of discounted hotels with listings of price, availability and

amenities makes booking with them make a delightful experience. If you are on
the lookout for last minute hotel deals then they will help you to get it done.
They have searched the globe for cheap accommodation rates and are
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rates around the year.

3.Holiday Packages
Holiday packages to suit all budgets and tastes are available with Akbar
Holidays and Benzy Holidays. Packages are available for Indian destinations
and also tourist hotspots across the world. Holiday packages are carefully
prepared to include air fare, hotel accommodation, airport transfer and
sightseeing. All components of the package are carefully selected to ensure that
the passengers have a hassle-free holiday.

4.Foreign Exchange
Akbar Forex is the Foreign Exchange Division of Akbar Travels of India. They
offer great deals and excellent prices it has when it comes to exchanging
currency. They have on offer the most competitive rates with regards to either
buying or selling Foreign Exchange. Licensed by the Reserve Bank of India,
Akbar.
Forex arranges common Foreign Exchange services for travelers and non-
travelers interested in exchanging money.

5.Hajj & Umrah Service

The Hajj package is for 35 days, comprising: (16 days in Mecca, 5 days Fariz
Hajj Baitullah, 8 days Medina Munnawara and 1-2 days for travel/rest).

This includes the following:

Hajj return air fare
Endorsement of Hajj / Umrah Visa
Accommodation
Moellim fees
Local Transportation during Hajj
Food, snacks
Ziarat of the holy places in Medina Munnawara

Umra Package
Akbar Travels of India enjoys the permission from the Ministry of External
Affairs, Saudi Arabia to operate as umrah tour operator in India. Akbar Travels
of India organizes Hajj pilgrimage for the devoted at a reasonable price. The
company offer elaborate infrastructure, own accommodation, hygienic food and
comfortable travel arrangements, both at the point of origin and in Mecca, for
approximately 2500 to 3000 pilgrims every year.

6.Visa Assistance
They offer professional services to help you out with visa related queries,
ensuring that you have a truly enriching travel experience. Akbar Travels have
a full-fledged department to ensure proper documentation, and quick hassle-free
processing of passport/visas to any country. They have been highly regarded as
one of the best in the industry in terms of delivering a timely and dedicated visa
service to our customers. They provide ample advice and assistance in helping
you gain the visa you require.
7.Travel Medical Insurance
The Travel Insurance Policies are issued on following companies to passengers.

Reliance General Insurance

Bajaj Alliance
Oriental Insurance
Future Generali Insurance

Travel insurance policies cover unexpected events during travel such as medical
emergencies and accidents. Insurance is available for both domestic and
international travel and cover eventualities like loss of passport, loss/delay of
baggage, delay of flights, accidents and hospitalization. Akbar Travels assist the
passengers to choose the insurance most suited for their need.

8.Car Rental Service

Akbar Car Rental Service operates a fleet of over 700 cars from 12 of the
important airports in India.
Cars are available for airport pickup, drop or for use in the city. they can also
book and organize car rentals and deliver timely services to customers all
around the globe.

9.Bus Bookings
Bus bookings are available on our website www.akbartravelsonline.com . Their
feature bus services by 700 bus operators on 10,000 routes across India.
Making bus bookings at our website is fast and convenient.

10.Cruise Bookings
Cruising around the world is increasingly becoming popular among Indian
travellers. Akbar Holidays represent the most prestigious Cruise companies
around the world.
India
Blue Ocean Cruise – Operating from Mumbai
International
You can also book following international cruises from Akbar Holidays
MSC Cruise
Star Cruise
Royal Caribbean

11.Train Bookings
Akbar Holidays is the authorized agent to book train services on all important
Railway Networks around the world. Do get in touch with our customer service
executives to help you out with any rail travel related query whether national or
international.
 CHAPTER III

3.1REVIEW OF LITERATURE

Literature Review is basically a comprehensive view of the previous researches

on the topic of study. It is characterized by a logical flow of ideas, appropriate
referencing and use of terminology. A literature review brings background
information into full scope and the scholar as well as reader gets to know the
background of the study, the reasons for this particular topic and also what
would the study lead to.

1. Dr. V. Basil Hans presented a paper on “India’s Tourism Industry –

Progress and Emerging Issues” at state level seminar on World Tourism Day
27th September, 2008 at Srinivas College of Hotel Management, Pandeshwar,
Mangalore and Karnataka. This paper traces the progress made by India’s
tourism industry in the planning era and the emerging issues (like alternative
tourism) under globalization. This paper examines the impact and challenges
posed by GATS and the burgeoning service sector of the country as well as
the pitfalls in tourism planning in India. This paper also suggests some
policy suggestions to address the constraints in promoting sustainable
tourism in India. The writer identifies various problems which affect Indian
tourism industry such as inadequate capacity of hotels, costly travel, lack of
supportive infrastructure like roads, communication gaps, lack of
information about tourist profile and lack of safety and security. The writer
 suggest that for sustainable tourism in India proper long term plan requires
for this industry with periodic evaluation and revision and suggest that
tourism uniqueness should be clearly understood by India tourism.

2. H. Lalnunmawia written an article on “Development and Impact of

Tourism Industry in India”, 2010. In this article writer put his views that
tourism industry in India is growing and it has vast potential for generating
employment and earning large amount of foreign exchange besides giving a
fillip to the country’s overall economic and social development. But writer
put his opinion that still much more remain to be done such as eco-tourism
needs to be promoted in India, increasing facilities of accommodation and
entertainment for visitors, reducing adverse effect of environment pollution
and giving more safety and protection to visitor. Writer suggest that all
wings of Central and State governments, private sectors and voluntary
organizations become active partner in the endeavor to attain sustainable
growth in tourism of India, so that India become a world player in the
tourism industry.

3. The Steering Committee on Tourism of Planning Commission,

Government of India studied role of tourism during the Eleventh Five Year Plan
(2007-12). This committee reports that tourism is an important instrument for
economic development and employment generation, particularly in remote and
backward areas and which has been well recognized in the world over. It is the
largest service industry globally in terms of gross revenue as well as foreign
exchange earnings. This committee recommends that tourism has also become
an instrument for sustainable human development including poverty
elimination, environmental regeneration, job creation, advancement of women
and other disadvantaged groups. The committee opinions that tourism is
insignificantly an industry of private sector service providers, although the
public sector has a significant role to play in infrastructure areas either directly
or through Public Private Partnership (PPP) mode. The committee recommends
many strategies for the development of tourism during 11 th Five Year Plan such
as development of Infrastructure and Destination Management, publicity and
marketing, developing heritage and cultural tourism, eco-tourism and wild life
tourism and domestictourism, access connectivity by rail, road, air and other
means, human resource development and capacity building.

4. P.O. George conducts a research work on “Management of Tourism

Industry in Kerala” for his Ph. D. degree from Post Graduate Department of
Commerce, Kottayam, Kerala, 2003. The main objective of this study is to
investigate problems of tourism industry in Kerala and formulating solutions
of them, to suggest the ways and means of coordination by which the
Department Of Tourism, government agencies and other public and private
entrepreneurs can effectively employed for the promotion of tourism in
Kerala. The major findings done by author in his research work is that
tourism products of Kerala do not attract large number of tourist and there is
a lack of professional management in the tourism industry in Kerala. The
major suggestion made by the researcher is that proper formulation and
application of tourism policy required in Kerala, providing effective training
and adopting professional attitude towards tourism, encouraging role of
private entrepreneurs for tourism development in Kerala and increasing
accommodation, transportation and other tourism facilities relation to
tourism in Kerala.

5. Mr. R. B. Garg in his study article, “Promoting Tourism Through and

Integrated Approach”, studies various means and ways by which promotion
of tourism is possible. The author recommends that tourism emerges as one
 of the positive measure to increase economic and social development for the
country. Researcher concludes that tourism is an emerging industry for
foreign exchange earnings, increasing employment and economic
development of any developing nation.

6. S. S. Bisht conduct a study on “Marketing Practices of Tourism Industry: A

Case Study of selected organizations”, for his Ph. D. degree from Jamia Millia
Islamia University, Delhi, 2003. The main objective of the study is to examine
tourism marketing practices currently being followed in India, to examine the
marketing mix to tourism to access the present state of tourism promotion in
India and to evaluate tourism with regard to 4p’s of marketing mix such as
price, product, promotion mix and distribution of tourism. The main suggestion
made by the researcher are that proper tourism marketing strategies adopted for
marketing of tourism, effective and efficient system of communication adopted,
stable price structure of various tourist product/package which is important for
effective tourism marketing adopting various channel of marketing the tourism
product to its potential buyers such as the travel agents, tour operators,
institutions and sport organizations.

7. Kamalakhi M.V. conducts a study on “Hotel Industry in Kerala with

Special reference to Tourism”, for his Ph. D. degree from Cochin University
of Science & Technology, Cochin, Kerala, 1996. The study recommends that
travel and tourism industry is worldwide growing industry and
accommodation industry is the most important segment of tourism industry.
This research makes main focus on tourism in Kerala. The study reveals that
trends in the hotel industry in Kerala shows that number of hotel are less in
Kerala therefore old units increase their capacity and build comparatively
 large hotels. In this study, researcher also finds major problems faced by the
hotel industry in Kerala such as multiplicity of product, shortage of skilled
personnel, short duration of the cycle of operation, inadequate marketing,
non popularization of package tours to Kerala and excessive tax burden.
Researcher suggest various remedial measures for hotel industry in Kerala
such as joint venture agreement are to be made with the world’s well known
international hotel chains, constructing new hotels close to the air ports in
Kerala, coordination and cooperation in the functioning of the various
departments of the government will help in supporting the entrepreneur in
the various steps taken in the promotion of hotels, to grant subsidy on the
loan for construction of hotels and to promote off season tourism by offering
attractive packages to domestic tourists.

8. Krishna Kumar written an article on “International Tourism in India:

Strategic Significance, Gaps and Vulnerabilities”. The main aim of this
paper is points towards several strategic inadequacies, gaps and
vulnerabilities that are typically observed in the process of management of
tourism in the country, which need to be attended to. This paper also
indicates the need for strong, educated, analytical support required for the
purpose which can be extended by the academicians in the country. In this
paper writer finds that India face many foreign exchange crisis due to
economic reforms and India needs to liberalize its economy by various
rounds of WTO and GATS negotiations. In this article researcher suggest
that if India wishes to negotiate and open tourism sector further to benefit
from the International tourism business, it has to think strategically and gear
up internally to develop appropriative physical, human resource and other
organizational infrastructure in an integrated manner, which can meet the
various needs of international tourists.
9. According to Kaplan and Norton (1996), destination management processes
will have the greatest impact on the value proportions of customers and the
accomplishment of sustainable growth objectives must be identified and
measured. In addition, Buhalis (2000) notes that destination management
organizations, which include convention and visitor bureaus, and national
and regional tourism organizations, “have overall responsibility for the entire
destination product and through incentive and policies facilitate the
development of product and create local partnership for the delivery
seamless experiences”(p.97). Dwyer (2001) argues that various areas and
levels of government are involved in the regulation, planning, presentation,
promotion, coordination, maintenance, monitoring, enhancement and
organization of tourism resources at the worldwide level.

10.The model of this study identifies the types of destination management

processes that are important for destination competitiveness: destination
organization and coordination; destination marketing; destination human
resource development; destination strategic management; destination
responsibility management. These activities correspond to the destination
management activities identified by Dwyer (2001) and Crouch and Ritchie
(2003).

11.According to Dwyer (2001), destination management organization refers to

the organization of tourism activities on a national and regional level. The
aspects of destination management organization are important to
competitiveness. These are funding and investment, coordination, the
provision of information and monitoring and evaluation. The human
resources of the destination include personnel management, labour relations
and career pathing, whereas human resource development refers to
responsibility on a worldwide level. Bueno (1999) argues that “since
 competition between firms is determined by skills, human resources are a
central factor in achieving competitiveness” (p.322).

Destination marketing management is the most important factor in the model

of this study and refers to the overall marketing and promotion of the
destination. Crouch and Ritchie (1999) point out that it also includes
attention to product packaging, promotion, effective distribution channels
and sale of the destination.
CHAPTER IV
RESEARCH METHODOLOGY

Research is “Searching for Knowledge”

RESEARCH METHODOLOGY:

Research methodology is a way to systematically solve the research problem. It

may be understood as a science of studying how research is done
systematically.The aim of this chapter is to state the types of philosophical
perspectives and describe the alternative methods of research that were used in
this research methodology for factors determining the choice of tourist
destination as a case study. To accomplish the objectives set out earlier in the
document the alternative philosophies of research were examined to determine
the most appropriate approach. Reliance is also made on previous research, both
empirical and field, with a view to supporting and validating results.

4.1 OBJECTIVES OF THE STUDY

1.To investigate the internal and external environmental factors that affect
destination marketing in India.
2.To investigate the use of the destination marketing concept by tourism
companies in India.

3.To investigate the relationship between the internal and external factors in
destination marketing by

a) Identifying the factors being used by tourism companies

b) Identifying the factors that contribute to the attraction of tourists to India.

4.2 RESEARCH DESIGN:

A research design is the arrangement of conditions for collection and analysis of

data in a manner that aims to combine relevance to the research purpose with
economy in procedure.

 Historical Research Design - The purpose is to collect, verify,

synthesize evidence to establish facts that defend or refute your hypothesis. It
uses primary sources, secondary sources, and lots of qualitative data sources
such as logs, diaries, official records, reports, etc. The limitation is that the
sources must be both authentic and valid.
 Case and Field Research Design - Also called ethnographic research, it
uses direct observation to give a complete snapshot of a case that is being
studied. It is useful when not much is known about a phenomenon. Uses few
subjects.
 Descriptive or Survey Research Design - It attempts to describe and
explain conditions of the present by using many subjects and questionnaires to
fully describe a phenomenon. Survey research design /survey methodology is
one of the most popular for dissertation research. There are many advantages. I
have used Descriptive research design in this project.
 Correlation or Prospective Research Design - It attempts to explore
relationships to make predictions. It uses one set of subjects with two or more
variables for each.
 Causal Comparative or Ex Post Facto Research Design - This research
design attempts to explore cause and affect relationships where causes already
exist and cannot be manipulated. It uses what already exists and looks backward
to explain why.
 Developmental or Time Series Research Design - Data are collected at
certain points in time going forward. There is an emphasis on time patterns and
longitudinal growth or change.
 Quasi Experimental Research Design - This research design
approximates the experimental design but does not have a control group. There
is more error possible in the results.

This study has been based on Descriptive research, which is concerned with
describing the characteristics of a particular individual, or of a group. It includes
surveys and fact-finding enquiries of different kinds.

4.3 DATA COLLECTION

The process of capturing or collecting data is called data collection. Data

gathered from surveys, or input from several independent or networked
locations via data capture, data entry, or data logging. Both Primary Data and
Secondary Data are used in this study.

Primary Data:

Data observed or collected directly from first-hand experience. Data

collected for a specific research need; they are customized and require
specialized collection procedures.
 The primary data was collected through Questionnaire. The questions
were in the form of multiple choices. The survey was adopted and the
information was collected from 120 respondents

Secondary Data

The data that already exists is called secondary data. This data is
collected beforehand by others. The sources are books, magazines, newspapers,
government census publications and company reports and files. For the present
study secondary sources are also used.

4.4 SAMPLING DESIGN

Sampling Technique:

The sampling technique used is Probability/Random Sampling.

Probability Sampling refers to sampling when the chance of any given

individual being selected is known and these individuals are sampled
independently of each other. This is also known as random sampling. A
researcher can simply use a random number generator to choose participants
(known as simple random sampling), or every nth individual (known as
systematic sampling) can be included. Researchers also may break their target
population into strata, and then apply these techniques within each strata to
ensure that they are getting enough participants from each strata to be able to
draw conclusions. For example, if there are several ethnic communities in one
geographical area that a researcher wishes to study, that researcher might aim to
have 30 participants from each group, selected randomly from within the
groups, in order to have a good representation of all the relevant groups.
Sampling method: Stratified Dis-Proportionate Random sampling method is
used in the study. Stratum means a layer. Population from which Samples are to
be selected may contain a number of layers. From each layer, a few samples are
selected. If the number of items selected is not the same for all the strata, it is
called Dis- proportionate Random Sampling.

Sample size: The number of units, selected in the sample is sample size and is
denoted by ‘n’ Sample size of this study is 120

4.5 RESEARCH INSTRUMENT

The Research Instrument used in the study is questionnaire. A questionnaire is

a sheet of paper containing Questions related to certain specific aspect,
regarding which the researcher collects the data

They are commonly used as part of the information gathering process. They are
a reasonable way of obtaining relevant information, though response rates are
often disappointing.

Steps for conducting questionnaire survey:

Determine the information needed

Choose the type of questions

Create the precise questions

Check readability
 Design for analysis

Test

Adjust if necessary

Prepare data summary

Distribute

DESCRIPTION OF STATISTICAL TOOLS

“Statistics are numerical statements of facts in any dependent of enquiry placed

in relation to each other”. It is employed as a tool in solving or analyzing the
problems of the state.

Tools used for analysis:

 Percentage analysis
 Weighted average method

PERCENTAGE ANALYSIS:
Percentage refers to the special kind of ratio is used in marketing
comparison between two or more series of data. Percentage is used to describe
relationship.
Percentage of respondents = No. of respondents *100
Total No. Of respondents

WEIGHTED AVERAGE METHOD:

 Weighted Average method is used to sum up the views of the various
respondents to obtain mean score for the particular statement.

Formula

Mean score = Total score / Number of respondents

Where,

Total score = Number of respondents X Weighted average

HYPOTHESIS:

A Hypothesis is some statement about a population parameter. It is being tested

on the basis of outcome of a random sample. There are two types of
Hypothesis,

 Null Hypothesis( Ho)

 Alternative Hypothesis(H1)

Null Hypothesis:

The statement to be tested is designated as Null Hypothesis. The

word null is used because the nature of testing is such that the researcher tries to
nullify this hypothesis on the basis of the sample collected, and when the
sufficient evidence from the sample to do so is not found, Null hypothesis is
accepted. It is denoted by Ho: H with zero as the subscript.

Alternative Hypothesis:
The statement which is intended to be accepted if the null hypothesis is rejected
is Alternative Hypothesis. It is denoted by H1.

LEVEL OF SIGNIFICANCE:

The test is conducted through the Significance Level. Most of the tests are
conducted at Level of Significance =0.1, 0.05 by Convection as well as
Convenience

4.6 LIMITATIONS OF THE STUDY

They are the boundaries wherein the researcher has to work. To make the
research success a researcher should know his/her boundaries

 Tourism industry is being a large concern cannot be studied as a whole in

three months, so time is considered as a major constraint
 Findings of the study are based on the sample size & they cannot be taken
as generalized opinion of the entire population.
 Lack of interest by tourist to spend time for survey
 Respondents may not have expressed their true opinions
GENDER

OPTION NO OF RESPONDENT PERCENTAGE

Man 70 58

Woman 50 42

total 120 100

No. of consumers surveyed: 120

Source : primary data (Questionnaire)

INTERPRETATION:

The above table showing 58% peoplesare Man

The above table showing 42% peoplesare Woman
GENDER

70
60
50
Axis Title

40
30
20
10
0
Arrange only
Arrange an all-
travel &
inclusive Other
accommodatio
package
n
NO OF RESPONDENT 51 64 5
PERCENTAGE 43 53 4
AGE GROUP

OPTION NO OF RESPONDENT PERCENTAGE

BELOW 20 28 23

21-30 52 43

31-40 22 18

41-50 18 16

ABOVE 50 0 0

TOTAL 120 100

No. of consumers surveyed: 120

Source : primary data (Questionnaire)

INTERPRETATION:

The above table showing 23% peoplesare below 20

The above table showing 43% peoplesare 21-30
The above table showing 18% peoplesare 31-40
The above table showing 16% peoplesare 41-50
The above table showing 0% peoples are Above 50
AGE GROUP

140
120
100
Axis Title

80
60
40
20
0
Arrange
Arrange an
only travel
all-
& Other TOTAL
inclusive
accommod
package
ation
NO OF RESPONDENT 51 64 5 120
PERCENTAGE 43 53 4 100
OCCUPATION

OPTION NO OF RESPONDENT PERCENTAGE

Professional 32 27

Self employed 29 24

private employee 45 38

public sector employee 14 11

TOTAL 120 100

No. of consumers surveyed: 120

Source : primary data (Questionnaire)

INTERPRETATION:

The above table showing 27% Respondents areProfessional

The above table showing 24% Respondents are Self employed
The above table showing 38% Respondents areprivate employee
The above table showing 11% Respondents are public sector employee
OCCUPATION

45
40
35
30
Axis Title

25
20
15
10
5
0
Relatives and
OPTTION Internet Social media
friends
0 41 26 23
0 34 22 19
LEVEL OF EDUCATION

OPTION NO OF RESPONDENT PERCENTAGE

Primary Education 19 16

Secondary Education 28 23

Tertiary Education 58 48

Other 15 13

TOTAL 120 100

No. of consumers surveyed: 120

Source : primary data (Questionnaire)

INTERPRETATION:

The above table showing 16% Respondents aredid their Primary Education
The above table showing 23% Respondents are did theirSecondary Education
The above table showing 48% Respondents aredid their Tertiary Education
The above table showing 13% Respondents are did theirOther
LEVEL OF EDUCATION

30

25

20
Axis Title

15

10

0
With a
OPTTION Alone
partner
120 0 24 20
100 0 20 17
LENGTH OF YOUR HOLIDAYS

OPTION NO OF RESPONDENT PERCENTAGE

1-3 nights 78 65

4-7 nights 18 15

8-13 nights 14 12

2-3 weeks 10 8

More 0 0

TOTAL 120 100

No. of consumers surveyed: 120

Source : primary data (Questionnaire)

INTERPRETATION:

The above table showing 65% Respondents are1-3 nights

The above table showing 15% Respondents are 4-7 nights
The above table showing 12% Respondents are8-13 nights
The above table showing 8% Respondents are 2-3 weeks
The above table showing 8% Respondents are More
LENGTH OF YOUR HOLIDAYS

140

120

100
Axis Title

80

60

40

20

0
TOTAL OPTTION PLANE TRAIN BUS
20 120 0 6 38 29
17 100 0 5 32 24
MOSTLY TRAVEL

OPTTION NO OF RESPONDENT PERCENTAGE

Abroad 20 17

In home country 66 55

In your own country 34 28

TOTAL 120 100

No. of consumers surveyed: 120

Source : primary data (Questionnaire)

INTERPRETATION:

The above table showing 17% Respondents aresaying Abroad

The above table showing 55% Respondents are saying In home country
The above table showing 28% Respondents are sayingIn your own country
MOSTLY TRAVEL

45
40
35
30
Axis Title

25
20
15
10
5
0
Nature & Sports &
OPTTION
Culture Leisure
120 0 35 40
100 0 29 33
PREFER TO TRAVEL

OPTTION NO OF RESPONDENT PERCENTAGE

Spring 22 18

Summer 68 57

Autumn 12 10

Winter 18 15

TOTAL 120 100

No. of consumers surveyed: 120

Source : primary data (Questionnaire)

INTERPRETATION:

The above table showing 18% Respondents are saying Spring

The above table showing 57% Respondents are saying Summer
The above table showing 10% Respondents are saying Autumn
The above table showing 10% Respondents are saying Winter
PREFER TO TRAVEL

45
40
35
30
Axis Title

25
20
15
10
5
0
OPTTION CYCLING DRIVING SAILING
0 36 42 13
0 30 35 11
When you organize your holiday, do you prefer to

OPTTION NO OF RESPONDENT PERCENTAGE

Arrange only travel & 51 43

accommodation

Arrange an all-inclusive 64 53
package

Other 5 4

TOTAL 120 100

No. of consumers surveyed: 120

Source : primary data (Questionnaire)

INTERPRETATION:

The above table showing 43% Respondents are Arrange only travel & accommodation

The above table showing 53% Respondents are Arrange an all-inclusive package
The above table showing 4% Respondents are saying Other
When you organize your holiday, do you prefer to

140
120
100
Axis Title

80
60
40
20
0
Arrange
Arrange an
only travel
all-
& Other TOTAL
inclusive
accommod
package
ation
NO OF RESPONDENT 51 64 5 120
PERCENTAGE 43 53 4 100
How do you usually organize your holiday

OPTTION NO OF RESPONDENT PERCENTAGE

I organize it individually 45 37

I rely on a travel agency 55 46

I rely on organizations 20 17

TOTAL 120 100

No. of consumers surveyed: 120

Source : primary data (Questionnaire)

INTERPRETATION:

The above table showing 37% Respondents are saying I organize it individually
The above table showing 46% Respondents are saying I rely on a travel agency
The above table showing 17% Respondents are saying I rely on organizations
How do you usually organize your holiday

140
120
100
Axis Title

80
60
40
20
0
I organize I rely on a I rely on
it travel organisatio TOTAL
individually agency ns
NO OF RESPONDENT 45 55 20 120
PERCENTAGE 37 46 17 100
What are your main sources of information when choosing your holiday destination

OPTTION NO OF RESPONDENT PERCENTAGE

Relatives and friends 41 34

Internet 26 22

Social media 23 19

Travel Agencies 25 21

Guidebooks and magazines 5 4

TOTAL 120 100

No. of consumers surveyed: 120

Source : primary data (Questionnaire)

INTERPRETATION:

The above table showing 34% Respondents are saying Relatives and friends
The above table showing 22% Respondents are saying Internet

The above table showing 19% Respondents are saying Social media
The above table showing 21% Respondents are saying Travel Agencies
The above table showing 4% Respondents are saying Guidebooks and magazines
What are your main sources of information when choosing your holiday destination

140
120
100
Axis Title

80
60
40
20
0
Guideb
Relativ Travel ooks
Interne Social
es and Agenci and TOTAL
t media
friends es magazi
nes
NO OF RESPONDENT 41 26 23 25 5 120
PERCENTAGE 34 22 19 21 4 100
When on holiday, do you travel

OPTTION NO OF RESPONDENT PERCENTAGE

Alone 24 20

With a partner 20 17

With relatives / family 46 38

With grand-children 10 8

In group, with people I know 20 17

TOTAL 120 100

No. of consumers surveyed: 120

Source : primary data (Questionnaire)

INTERPRETATION:

The above table showing 20% Respondents are saying Alone

The above table showing 17% Respondents are saying With a partner Summer
The above table showing 38% Respondents are saying With relatives / family
The above table showing 8% Respondents are saying With grand-children
The above table showing 17% Respondents are saying In group, with people I know
When on holiday, do you travel

140
120
100
Axis Title

80
60
40
20
0
In
With With
group,
With a relative grand-
Alone with TOTAL
partner s/ childre
people
family n
I know
NO OF RESPONDENT 24 20 46 10 20 120
PERCENTAGE 20 17 38 8 17 100
Do you prefer to travel by

OPTTION NO OF RESPONDENT PERCENTAGE

PLANE 6 5

TRAIN 38 32

BUS 29 24

CAR 32 27

BIKE 15 12

TOTAL 120 100

No. of consumers surveyed: 120

Source : primary data (Questionnaire)

INTERPRETATION:

The above table showing 5% Respondents are saying PLANE

The above table showing 32% Respondents are saying TRAIN
The above table showing 24% Respondents are saying BUS
The above table showing 27% Respondents are saying CAR
The above table showing 12% Respondents are saying BIKE
Do you prefer to travel by

140

120

100
Axis Title

80

60

40

20

0
PLANE TRAIN BUS CAR BIKE TOTAL
NO OF RESPONDENT 6 38 29 32 15 120
PERCENTAGE 5 32 24 27 12 100
13 Importance of holiday destination

OPTTION NO OF RESPONDENT PERCENTAGE

Nature & Culture 35 29

Sports & Leisure 40 33

Spiritual/Religion 26 21

Health and wellbeing 19 16

TOTAL 120 100

No. of consumers surveyed: 120

Source : primary data (Questionnaire)

INTERPRETATION:

The above table showing 29% Respondents are saying Nature & Culture
The above table showing 33% Respondents are saying Sports & Leisure
The above table showing 21% Respondents are saying Spiritual/Religion
The above table showing 16 % Respondents are saying Health and wellbeing
13 Importance of holiday destination

140
120
100
Axis Title

80
60
40
20
0
Health
Nature
Sports & Spiritual and
& TOTAL
Leisure /Religion wellbein
Culture
g
NO OF RESPONDENT 35 40 26 19 120
PERCENTAGE 29 33 21 16 100
14 interest of sports &leisure activity

OPTTION NO OF RESPONDENT PERCENTAGE

CYCLING 36 30

DRIVING 42 35

SAILING 13 11

SWIMMING 29 24

TOTAL 120 100

No. of consumers surveyed: 120

Source : primary data (Questionnaire)

INTERPRETATION:

The above table showing 30% Respondents are saying CYCLING

The above table showing 35% Respondents are saying DRIVING
The above table showing 11% Respondents are saying SAILING
The above table showing 24% Respondents are saying SWIMMING
14 interest of sports &leisure activity

140

120

100
Axis Title

80

60

40

20

0
SWIMMI
CYCLING DRIVING SAILING TOTAL
NG
NO OF RESPONDENT 36 42 13 29 120
PERCENTAGE 30 35 11 24 100
15 importance of following factors

OPTTION NO OF RESPONDENT PERCENTAGE

Nature & Culture 30 25

Sports & Leisure 62 52

Spiritual/Religion 18 15

Health and wellbeing 10 8

TOTAL 120 100

No. of consumers surveyed: 120

Source : primary data (Questionnaire)

INTERPRETATION:

The above table showing 25% Respondents are saying Nature & Culture
The above table showing 52% Respondents are saying Sports & Leisure
The above table showing 15% Respondents are saying Spiritual/Religion
The above table showing 8 % Respondents are saying Health and wellbeing
15 importance of following factors

140
120
100
Axis Title

80
60
40
20
0
Health
Nature
Sports & Spiritual and
& TOTAL
Leisure /Religion wellbein
Culture
g
NO OF RESPONDENT 30 62 18 10 120
PERCENTAGE 25 52 15 8 100
Please rate the importance of the following issues

OPTTION NO OF RESPONDENT PERCENTAGE

ENVIORONMENT 26 22

Transportation 35 29

Healthcare 39 32

Services 20 17

TOTAL 120 100

No. of consumers surveyed: 120

Source : primary data (Questionnaire)

INTERPRETATION:

The above table showing 22% Respondents are saying ENVIORONMENT

The above table showing 29% Respondents are saying Transportation

The above table showing 32% Respondents are saying Healthcare
The above table showing 17% Respondents are saying Services
Please rate the importance of the following issues

Chart Title
140
120
100
Axis Title

80
60
40
20
0
ENVIOR
Transpor Healthca
ONMEN Services TOTAL
tation re
T
NO OF RESPONDENT 26 35 39 20 120
PERCENTAGE 22 29 32 17 100
additional tourism facilities

OPTTION NO OF RESPONDENT PERCENTAGE

Parks 26 22

Marinas 15 12

Super market 36 30

Toilets 32 27

casinos 11 9

total 120 100

No. of consumers surveyed: 120

Source : primary data (Questionnaire)

INTERPRETATION:

The above table showing 26% Respondents are saying Parks

The above table showing 15% Respondents are saying Marinas

The above table showing 36% Respondents are saying Super market
The above table showing 32% Respondents are saying Toilets
The above table showing 11% Respondents are saying casinos
additional tourism facilities

140

120

100
Axis Title

80

60

40

20

0
Marina Super
Parks Toilets casinos total
s market
NO OF RESPONDENT 26 15 36 32 11 120
PERCENTAGE 22 12 30 27 9 100
 CORRELATION
Correlation is the statistical measure that indicates the extent to which two or more
variables fluctuate together. A positive correlation indicates the extent to which those
variables increase or decrease in parallel; a negative correlation indicates the extent to which
one variable increase as the other decrease.
Correlation (r) = ∑xy / (√∑x2√∑y2)
X= Satisfaction level of the current working hours pattern
Y= Satisfaction level of the current environment of the company
x=X– X
y=Y-Y

X Y x2 y2 xy
6 26 36 676 156
38 15 1444 225 570
29 36 841 1296 1044
32 32 1024 1024 1024
15 11 225 121 165
120 120 3570 3342 2959

r = ∑xy / (√∑x2√∑y2)
= 2959 / (√3570 *√ 3342)
= 0.850
Result:
There’s a positive correlation between satisfaction level of additional truism facilities and
prefer to travel..

SIMPLE PERENTAGE
Percent means out of one hundred. It is often shown with the symbol "%". It is used even if
there are not a hundred items. The number is then scaled so it can be compared to one
hundred.

120/100
= 1.2
 FINDINGS

1. 58% peoples are Man

2. 43% peoples age group are 21-30
3. 38% Respondents are private employee
4. 48% Respondents are did their Tertiary Education
5. 65% Respondents length of holidays are1-3 nights
6. 55% Respondents are mostly travel In home country
7. 57% Respondents are prefer to travel in Summer
8. 53% Respondents are Arrange an all-inclusive package
9. 46% Respondents are saying I rely on a travel agency
10. 34% Respondents are saying Relatives and friends
11. 38% Respondents are saying they travel With relatives / family
12. 32% Respondents are saying they travel in TRAIN
13. 33% Respondents are saying Sports & Leisure
14. 35% Respondents are saying DRIVING
15. 52% Respondents are saying Sports & Leisure
16. 32% Respondents are giving important to Healthcare
17. 36% Respondents are saying the additional facility they want is Super market
 SUGGESTION

1. Before start a tour Plan correctly

2. Find out the correct tourist destination and prepare according to that
3. Check and book with trusted tourist agencies it will avoid
accommodation and planning troubles
4. Health is important so be sure that medicines and food are available
5. Be safe with your passport and other documents
6. Don’t carry cash use cards it will be safe
7. Go with local guide he will guide and give u safe .
 CONCLUSION
The project was very useful for me. The project gives me confidence and innovative idea for
the day to day activities. And it also helps me to study more about the tourist factors and also
about the tourism industry. It will help Customers to help known about the factors in touring
. The suggestion and recommendation when implemented will still more benefit the
organization.