PROJECT REPORT PTS- 6

AN ANALYTICAL STUDY ON TOURISM

MARKETING IN INDIA

Submitted By: Ashish Devadas

Enrollment No. : 175616341
Program Code: BTS
Study Centre: Govt. Science College
Centre Code: 1320
 Certificate of Approval

I hereby certify that the proposal for the Dissertation entitled “An Analytical Study
On Tourism Marketing In India” by Ashish Devadas, has been prepared after due
consultation with me. The proposal has my approval and has, to my knowledge, the
potential of developing into a comprehensive Dissertation work. I also agree to
supervise the above mention Dissertation till its completion.
 DECLARATION

I hereby declare that the PTS-6 project titled “An Analytical Study On Tourism
Marketing In India ” has not been submitted previously from the basis for award
of any degree. I have derived the contents and approach of this study paper through
discussions with colleagues who are also the students of this course as well as with
the help of various Books, Magazines and Newspapers etc.

I would like to give my sincere thanks to a host of friends and the teachers who,
through their guidance, enthusiasm and counselling helped me enormously. As I
think there will always be a need of improvement. Apart from this, I hope this study
paper would stimulate the need of thinking and discussion on the topics like this one.

Name: Ashish Devadas

Enrollment No.: 175616341
Program Code: BTS
Centre Code - 1320
 ACKNOWLEDGEMENT

I have prepared this study paper for PTS-6 Project titled “An Analytical Study On
Tourism Marketing In India”. I have derived the contents and approach of this
study paper through discussions with colleagues who are also the students of this
course as well as with the help of various Books, Magazines and Newspapers etc.
I would like to give my sincere thanks to a host of friends and the teachers who,
through their guidance, enthusiasm and counseling helped me enormously. As I
think there will always be a need of improvement. Apart from this, I hope this study
paper would stimulate the need of thinking and discussion on the topics like this one.

Enrollment NO : 175616341
Program Code: BTS
Centre Code - 1320
Table of Contents
Introduction .......................................................................................................................... 9
1. Tourism and 7 P's of marketing ........................................................................................ 11
1.1 Early development of tourism in India..................................................................................... 11
1.2 Marketing definition and 7 P’s of marketing in tourism ........................................................... 13
1.2.1. Product ......................................................................................................................................14
1.2.2. Price ..........................................................................................................................................15
1.2.3. Place ..........................................................................................................................................16
1.2.4. Promotion .................................................................................................................................17
1.2.5. People .......................................................................................................................................18
1.2.6. Process ......................................................................................................................................19
1.2.7. Physical Evidence ......................................................................................................................20
2. Role of government and modern day marketing ............................................................... 21
2.1 Government initiatives ........................................................................................................... 21
2.2. International marketing......................................................................................................... 22
2.3. Customer behavior ................................................................................................................ 23
METHODOLOGY AND METHODS OF ENQUIRY ...................................................................... 24
Conclusion ........................................................................................................................... 25
References .......................................................................................................................... 26
SYNOPSIS

As in today, tourism is growing at its fastest pace and every country wants to become
a number one destination in the world and for that they are using different
techniques. Main purpose of this study is to describe the effectiveness of marketing
services in tourism of India. First chapter describes the definition of tourism and its
emerging types followed by marketing definition and detailed explanation regarding
7 P's of marketing. In second chapter the role of government and PR has been
discussed as to provide the detailed information regarding the topic and to
understand their relationship with marketing as all are interdependent on each other.
We cannot imagine marketing without PR or vice versa. It has been followed by
describing the meaning of international marketing. Characteristic of marketing
services has been explained as in tourism these are different from normal products.
Finally, the relationship between marketing and society has been discussed to
provide detailed information regarding its both positive and negative impacts on the
society followed by challenges faced by modern marketing managers. First two
chapters in third chapter describe the brief summary from first and second chapters.
In third chapter research results has been discussed regarding the effectiveness of
marketing techniques in wooing the international customers. Finally, appendix and
references has been attached with the study to provide information regarding the
literature which has been used while performing this study.
Introduction

As we all knows that today tourism is becoming the one of the most important activity in the life's
of people as people are traveling from one places to another for the fulfillment of their desires and
wants. This thesis was written in accordance to provide information and knowledge regarding
marketing services in tourism which one can use to promote one's destination or its products in a
short period of time. Detailed research regarding marketing services in Indian tourism market is
presented and after research was carried out for Indian market to know the effectiveness of
marketing techniques in wooing the consumers from other countries. Main purpose of this report
is to provide detailed information of marketing services and tools. In the first chapter information
regarding tourism definition and its types were presented to understand the meaning of tourism
before proceeding to marketing services. Early developments in the history of India was presented
so that one could easily know about the products and history of the destination. In chapter 1.2
detailed study regarding the marketing its definition and its services and tools were presented in a
easy and in a relevant manner for the readers. Marketing in itself is the broad concept which is
playing important role in the activities of every organization and companies regarding whether its
running on a smaller or in a bigger level.

In tourism its role is increasing with the increasing number of countries promoting their
destinations to gain profits for its economy or for its local communities. Today tourism is
generating large sum of profit's for any country as while traveling to other countries tourists often
spends large sum of money for its attractions, local handicrafts, restaurants, hotels and many more
thus not only generating profits for the country but also creating employment opportunities for its
local people. Today every country is developing infrastructure and using their tactics to increase
its market share in the world to promote its destinations and its products. In sub chapters the role
and effectiveness of marketing services 7 P’s were described in a detailed manner to know its
importance in tourism sector. First sub chapter describes the role of place in tourism destinations
and what facilities and services it must provide to its consumers to attract their attention. In second
sub chapter information regarding tourism price has been provided to know more about tourism
prices. In third sub chapter information regarding products in tourism has been discussed to know
about the products in tourism. In fourth and fifth sub chapter the role of promotional methods and
people were discussed to increase the sales in tourism and effective ways to gain their attention
and to provide with them exciting and superb experiences while they travel to destinations.

In sixth and seventh sub chapters role of physical evidence and process in tourism has been
discussed regarding the easy process and the local environment to be provided to people so they
can 6 make use of their services in a easy and in a effective manner. In a second chapter role of
the government, PR, international marketing and its relations with society and challenges before
modern day marketing managers are discussed to know about the impacts of tourism marketing
activities on the society and its positive and negative points. In first chapter the detailed role of
government initiatives of Indian government has been discussed to provide the information
regarding governmental plans and activities in promoting India on a domestic and international
level. In second chapter the role of public relations and its methods in wooing the consumers has
been explained in a detailed manner. The tactics in wooing the businesses and journalists has been
explained in this chapter. In third chapter role of international marketing and its procedure has
been discussed so to provide better understanding of marketing in tourism and its differences from
that of marketing. In fourth chapter the marketing of services has been discussed providing the
information regarding characteristics of services. In fifth chapter the relationship between
marketing and society has been discussed in appropriate manner to highlight its both positive and
negative impacts. Today marketing is becoming quite more and more difficult and complex task
and to get success marketing managers needs to possess some skills to get his/her company on the
top list. So in this chapter the major forces and challenges which they are facing has been discussed
. In third chapter research has been carried out to know the effectiveness of marketing techniques
in the Indian market and to know whether Indian market is successful in delivering its tourism
products in a efficient and in a effective way. While carrying out research every aspect and tool of
marketing mix was keep in point to generate the better results for the study. Different age groups
and different countries were targeted while generating the overall results of marketing in tourism.
Consumers views has been asked regarding their plus and minus points regarding Indian services.
Overall the main purpose of the study is to know the effectiveness and role of marketing in tourism
and to know its relationship with its surrounding environment and with its consumers in the way
in which both things interact with each other. Research results and findings has been discussed in
the short form providing the information regarding overall objectives in a clear and in a efficient
manner for the easy understanding of the readers. Due to increasing marketing activities one must
have to know about the marketing services and tactics to better understand the markets as its
becoming integral part in every tourism activity
1. Tourism and 7 P's of marketing

1.1 Early development of tourism in India

Tourism plays an important role in Indian economy. Tourism start to flourish in India from Indus
Valley Civilization-the first civilization of the India. They were traveling for trade to
Mesopotamian region (present day Iraq, Syria, some parts of Iran and Turkey ) through carts and
boats. They crafted tools which were made from bronze, copper and iron. They crafted arrows and
they were the first cultures to develop precise measurement and weighing equipments. After Indus
Valley Civilization, Aryans plays important role in Indian culture by writing vedic manuscripts.
They traveled to many parts of India and developed vast pilgrimage infrastructure across the
country i.e. sarais and dharamsalas. After Aryans there comes the the one of the most powerful
and large empire in the history of India one and only Mauryan Empire. Mauryan’s play important
role in the Indian economy and tourism. They developed the modern infrastructure by constructing
the well paved roads to connect all parts of the India for means of transportation and traveling.
Buddhist stupas and structures were built during this time in all over the India and buddhist
pilgrimages were coming to India to enlighten their souls by traveling to buddhist places. In today
you will see the Ashoka's pillars in all over India build by Ashoka that time and in today these are
the main tourist hubs in India. During the rule of Mauryan’s, they were the first rulers who enforce
the political stability and economic well-being in their rules and was the only empire in the history
of India having India as a one state. After the decline of Mauryan's, Kushan empire rule the Indian
subcontinent.

They introduced beautiful decorated coins and during their rule buddhism was at its peak. Tourism
that time was spreading because of Kushan's strong political unity in Pakistan, China, India and
Afghanistan. Large number of Chinese pilgrimages were coming to country to experience religious
and visiting Buddha 's birthplace. After many rulers come and the most important who embrace
its mark on the history of India was the Gupta Empire. Gupta Kingdom was the golden age or
classical period in the history of the India. This was the time of creativity, fabulous literature and
the classical period of the arts. During this time there were significant developments in the science
and mathematics. During their rule hinduism flourished to its peaks. They were following the
hindu rituals and traditions.

It was the time when India's most important scripts were finished i.e Mahabharata and Ramayana
and were spread to almost all parts of the India. Gupta's construct several hindu temples and shrines
during their time.4 The best known essay during the time of Gupta's was the 'Kamasutra'.
Kamasutra is the teachings which provides the art of 'love & marriage' according to the hindu rules.
Great architecture and paintings during the kingdom of Gupta's were seen in Patna and also on the
Ajanta and Ellora caves. After Gupta's there comes the rule of Pallavas and Cholas.
They plays important role in tourism of India as they construct large number of temples across
whole of the India. On their paintings they use rich colours. In their paintings and scriptures one
can see the use of vegetable colours like red, yellow, green and black. Kailashnatha temple near
ellora in southern India was the rich example of the culture of Pallavs. They have their contribution
to the dravidian architecture. Manimekali ,the greatest tamil epic was established and they were
having good trade relations with China this time. The bronze image of the Nataraja, the divine
Lord Shiva dance depicting dance and destruction was introduced during the time of Chola's.
Languages like tamil, telugu and kannada got emerged from the sanskrit language. They were not
only ruling the parts of India but also expand their empire over the seas and ruled the parts of
Maldives and Sri Lanka. The Ellora and Ajanta caves and Khujraho temples were build during
their age and Char dham of the hindu pilgrimage spots i.e Badrinath, Rameshwaram, Dawarka and
Puri become well known hindu pilgrimage centers during the period of Pallavas and Chola's.

After the decline of pallavas and chola's there comes the rule of Delhi Sultane. The delhi sultane
plays significant role in the early development of tourism in India. They build several architectural
monuments during their period like Qutab Minar, Arhai Din ka Jhompra in Ajmer, tomb of Nasir
-ud-din Mohammed, Tomb of the Sham -ud-din by Iltutmus, Qutab Mosque, Siri fort in Delhi by
Ala-ud-din -Khilji, Alai Darwaja -an Islamic artitecture in Indian style, Jamma Masjid, Tomb of
Ala -ud-din-Khilji, Ukha Masjid at Bharatpur state in Rajasthan and many more. After the Delhi
Sultane, there was the Rise of Mughal empire founded by Babur. Mughal empires create and built
vast number of mughal sites in India which were of immense importance in shaping the history of
India. Major architecture sites which were build during the time of the mughal's were the – Purana
Qila, Sher Shah's Tomb, Humayun's Tomb, Agra Fort, Fathepur Sikri, Jodha Bai's Palace, Panch
Mahal, Buland Darwaja, Akbar's Tomb, Itmad-ul-Daulas's Tomb, Jama Masjid, Red Fort, Taj
Mahal (one of the seven wonders of the world), and the construction of the sikh temples start to
begin during this period. After the Mughal empire collapsed the East India Company and the
British rule come into the force. Main buildings and architecture which were built by britishers in
the India are Victoria Memorial, Parliament House, Rashtrapati Bhavan, Grand Home, India Gate,
Fort St. George, War Memorial Hall, Mumbai Railway Station, Mumbai High Court, General Post
Office, Howrah Station and Calcutta Medical College. It was the history of India which today
shapes the land of India into a beautiful spiritual and rich cultural country in the world.
1.2 Marketing definition and 7 P’s of marketing in tourism

The question which comes into our minds now is what is tourism marketing? It is defined as
“Tourism marketing refers to the organized, combined efforts of the national tourist bodies and or
the businesses in the tourism sector of an international, national or local area to achieve growth in
tourism by maximizing the satisfaction of tourists. In doing so, the tourist bodies and businesses
expect to receive profits.” Marketing has numerous advantages as it focuses on the needs of
customers, it begins before the production and continue after the sales, it brings profits through
customer's satisfaction and in marketing first preference are customers rather products. Marketing
is important in understanding where we are now, where would we like to go, what steps should be
taken to reach there, how do we make sure that we will reach that place and how do we get know
that we already reached/ achieved that place. Marketing in tourism is the mixture of various and
several services and products. Marketing segmentation is important in marketing as there are
several segments in tourism which have distinctive needs and preferences. They should be divided
on the basis of demographic, sociographic, geographic features, purpose of trip and according to
their behavioral aspect factors.

In demographic section we can classify people according to their geographical locations, regions,
urban and rural basis. In sociographic& demographic section they are divided on the basis of - age,
group, sex, income, family size, occupation and ethnic group. On the basis of purpose of trip, they
can be divided into the recreation trips, business trips, religious trips, culinary trips and etc. On the
basis of their behavioral aspects they can be divided according to their benefits, usage, loyalty and
occasion. Marketing segment is helpful in better allocation of resources. In tourism there are 7 P’s
of Marketing which are very helpful in getting attention and helpful in performing actions in the
minds of people. These are explained below 1. Product 2. Place 3. Price 4. Promotion. Apart from
that we can add packaging, people, partnerships and programming. Main characteristics of tourism
services are that these are intangible, heterogeneity, temporary ownership, perishable and
inseparable.
1.2.1. Product

Tourism product in marketing is referred to as any product or service related to tourism like
transportation, accommodation, restaurants, attractions, shops, landscapes and etc. Sometimes in
tourism, products are free of cost as compared to other fields as natural beauty of one's country ,
friendliness of local peoples and participation in the local festivals are free of cost for tourists. 4
A's plays an important role in explaining the product -1. attractions 2. accommodation 3. amenity
4. accessibility. Accommodation also plays an important role in making the image of the
destination as tourists want relaxation after their trips so they must be provided with good and
standard quality hotels, hostels, apartments and B &B.

Apart from that increasing trend of camping and backpacking is forcing tourism destinations to
create and to provide facilities on those sites. And the emerging 5th A of product is awareness- It
describes the awareness regarding the particular product or destination which should be created in
the minds of people. One must know what he/she is selling and receiver must know what they are
receiving. Tourism products must be of standard value as it creates the image of destinations on
the minds of customers and it is highly related to word of mouth marketing. Positioning the product
into the market is one of the most important and difficult task in tourism as one requires lot of
knowledge and specialization in this field. Product positioning is the way in which product is
presented in market to target different audience. It is of two types objective positioning and
subjective positioning. Objective positioning is the type in which product is presented to target
market according to their needs and preferences while on the other hand in subjective positioning
the originality of that destination/product is not altered according to preferences of customers.
Overall success of marketing plan is directly related with the product /destination.
1.2.2. Price

In tourism price is defined as the combination of monetary and non monetary prices. Monetary
prices are the prices for entrance to destinations, donations for local and environment causes and
etc while on the other hand non monetary costs are costs other than money example how much
time it was taken to reach that destination, risks during the journey, future benefits etc. Main
objectives of price setting are survival, target return on investments, increase market share, price
and profit stabilization, profit maximization and maintaining the image of the organization. While
setting the prices it should be kept in mind that product pricing is highly influenced by internal and
external factors. Internal factors influencing price are organizational costs, marketing mix, product
differentiation, product costs, product life cycle and functional positioning. External factors
influencing price are product demand, competition, economic conditions and the buyer behavior.

The procedure for implementing the price model in tourism marketing consists of following steps-
(a) Planning- In tourism marketing first question in the minds of business man's come in mind is
how much money to be charged for that particular product in tourism. Planning in tourism requires
the estimation of own costs, its benefits to tourists, what profits it will bring to you (b) After
planning next step is research for setting price this is very important to know the market size,
demand and supply, income, lifestyles, family size and obviously latest trends. Apart from that
before setting prices knowing your competitor’s prices and services which they are offering is of
immense importance. (c) Once you finished your research and setting the prices next step is to
implement them. (d) After implementing there comes the price control. You have to monitor and
control the prices of products according to the trends. (e) last step is evaluation finally you have to
evaluate the profits and loss and to do modifications in the pricing strategy if necessary.
1.2.3. Place

Place is the important marketing mix element as before traveling to other destinations tourists
perceive the image of the destinations in their minds. The main variables of place are
transportation, merchandising and channels of distribution. Transportation is important in
particular destinations so that tourists can easily travel from one part of attraction to another. There
should be proper, economical, rapid and dependable mode of transportation for them. Rails, roads,
motor trucks, inland water ways, railway express and airways should be developed according to
easily mobility from one tourist place to another. Easily allocation of shopping malls, restaurants
and cafes should be located near to tourism attractions to fulfill the needs of tourists. It should be
kept in mind that when people travels from one place to another they have certain perceptions
about that places in their minds. They should be provided with high standard of hotels, hostels and
apartments to be located near to the tourist attractions for the convenience of the visitors. Place
must have its own distinctiveness and uniqueness as compared to other destinations, which attracts
the tourists to that place and tourism board has to maintain that image with the help of local people.
Cleanliness is another important factor which affects the tourism. People always prefer to travel to
neat and clean places to maintain their hygiene while on travel. It lies in the hands of the
government and other public and private sectors to build the image of any particular destination
and before doing that they have to consider all pull factors of the destination and their potential in
attracting tourism.
1.2.4. Promotion

Promotion is the main element of marketing mix. Communication mix for promotion are
advertising, sales promotion, public relations and personnel selling. Definition of advertising as
given by American Marketing Association is: “Any paid form of non-personal presentation of
ideas, goods, or services by an identified sponsor”.

As tourism is the vast phenomenon normally advertisement in tourism is created by national

government of countries and by tourism boards. Advertising is of four types-1. indoor advertising
media, outdoor advertising media, direct advertising media and display advertising media. Before
choosing the form of media one must be aware of the following questions in their mind that who
are the target market, what are their demands, how to catch their attention and in which form they
will be impressed. In indoor advertising media is the media which conveys the messages to the
houses of the target market. Main forms of this advertising are newspaper's, magazines, TV radio
and films. Outdoor advertising media catches the attentions of audiences when they are outside
their houses. In this type there comes posters, printed displays, sky-writing and electric signs.
Direct advertising covers all forms of printed advertisements examples are post cards, catalogs,
sales letters, stores publications etc. Display advertising is the form of advertising which are
presented before the audiences examples are exhibitions and fairs. Sales promotion is the another
form in promotion it is the type which coordinates and supplement the personal selling and
advertising so to increase the sales. It can be done by creating the identity, through partnerships,
travel agents and by online networking.
1.2.5. People

People in tourism refers to all people and workers whom tourists interact during their visit to
particular destinations. When tourists travel any destination the first thing upon arriving there is
their interaction with local people. Behavior of local people has directly influence on the minds of
tourists. The way they were treated and served during their journey's plays important role in
shaping the particular destination's image. For this destinations, require particular skills, manners
and polite behavior in handling the tourists- that’s why lots of restaurants and hotels are employing
those people who are skilled, groomed and clean. Tourists generally share their experiences about
their visits and their services and how they were being treated by local people during their journeys.
Suppose tourists went to restaurant and if waiter/waitress behave with them rudely or if nobody
cares about them often tourists don't visit those places and this is the negative point for destinations.
Tourists while traveling to other countries must remember that in each country people have their
own different type traditions and cultures so they must respect those traditions rather making fun
of local people activities. In tourism all local people or whether they are retail shop owners, hotel
representatives, restaurant managers, workers, tour guides etc all have important role in tourism.
Tourism helps people in exchanging their ideas and knowledge. People have different roles in
tourism they can be employees, management, culture and customer service people.
1.2.6. Process

In tourism, businesses offer services. Process in tourism means to implement such strategies to
make the life of any business easier so that people can get what they want in easy manner. Main
key elements in process are planning, system & procedures, documentation, quality control&
feedback & reviews. Planning is important as it describes how you will deliver the product into
the market. Systems and procedures are the backbones of any company on which success of any
company depends. Documentation is helpful in fueling the company by providing necessary
information to your clients. Quality control in the process means that the product which you are
delivering should be of consist and and high quality. Feedback & reviews are helpful in knowing
the current situation of your company and its services. Process has inputs, throughout and outputs.
It includes direct and indirect processes. Direct activities add the values to customer's as they
experience the service. Indirect activities supports the services before and after the process has
been delivered. In making any process product can be tailored according to the needs of customers
experiencing similar interests. Process are important in marketing mix as these are the ways by
which companies deliver their products and customers receive those products in a efficient and in
easy manner. Processes takes into account all marketing mix, In short words we can describe
process as something experienced by your customers at different points of time.
1.2.7. Physical Evidence

In tourism as tourism products are intangible as before purchasing any service, people can't touch,
feel and see those destinations. They perceive the image of services and products in their minds
before traveling to any destinations before travelling. They perceive regarding their
accommodations, hotels, restaurants, appearance of vehicles and its people. Before purchasing any
services normally people are not sure about whether they will like particular destination or not.
Physical evidence is the environment or facilities and services which they experience upon
reaching the destinations. Physical evidence is the environment in which normally sales takes place
and where product is consumed by customers. Physical evidence is related to another important
factors like physical environment around the product/service, Ambiance, Spatial layout and
corporate branding. Physical environment is the environment surrounded where services are
consumed by people. For example if someone goes to restaurant apart from having meals physical
environment also plays important role in repeat visits. Example, there are 2 restaurants, in one
restaurant there is no music just tables and chairs and meals should be served to them. On the other
hand in 2nd restaurant on same street meals are served to clients with optional music and
entertainment for them and interior of the restaurant is surrounded with appropriate and attractive
lights, paintings and decorations. Although prices of 2nd restaurant will be little higher than 1st
restaurant customers will prefer going to 2nd restaurant because of its physical environment.
2. Role of government and modern day marketing
2.1 Government initiatives

Government also took initial steps to promote tourism in India from the beginning. India is the
very vast county unique in its own culture and heritage which provides eye caching lavish beauty
for its visitors. In 1997 the national tourism policy recognizes the roles of the central and state
governments and the undertakings of the public and private sector for the promotion of tourism
in their prospective states and in whole of India. There was the involvement of the local
panchayats, local bodies, non-government organizations and local youth in the creation of
awareness and promoting tourism in India. The government was only formatting the strategies
based on the small level unless the Incredible India come into progress on 2002. The initiatives
of this marketing campaign was to attract and promote the India internationally.

Promotion and marketing was done on the large scale. This was launched by Mr. Amitabh Kant
who was the chief secretary of ministry of tourism of India that time. This marketing campaign
was one of the successful campaign ever launched by ministry of India. After its launch there
was the 16% increase in the tourists traffic that year. Indian government knows the importance of
tourism in developing the economy and for this they are doing promotions on the bigger level
with the help of partnerships with other businesses and tour operators. Several road shows have
been organized by government of India to increase and to maintain good relations with the tour
and travel companies to increase the India's share of market in tourism. Today due to the
marketing and promotional campaigns, today India is successful in making its image on
international level.
2.2. International marketing

International marketing is quite similar with marketing the only difference between marketing
and international marketing is that where marketing is done at national level, international
marketing is the broad concept which is done at international level. Doole and Lowe (2001)
defines international marketing as : "At its simplest level, international marketing involves the
firm in making one or more marketing mix decisions across national boundaries. At its most
complex level, it involves the firm in establishing manufacturing facilities overseas and
coordinating marketing strategies across the globe."

In tourism main role of international marketing is to increase the market share and to create the
positive image of destinations in the minds of people and also to increase the flow of balance of
payments which are important for developing countries. Before going to international markets
one must should have to be well established and stable in their own countries and should know
all the tactics and knowledge to woo the people in international level. Major steps in
international marketing are marketing research, marketing planning, advertising and sales
promotion and sales management. Markets go international due to various reasons like
increasing foreign competition, rise of new markets, threat of trade deficit, opportunities through
foreign aid program etc. In tourism international marketing is necessary to increase the flow of
balance of payments, as in tourism while traveling to other countries tourists spends lots of
money for visiting attractions, for accommodation, restaurants, buying local products etc which
is helpful in creating employment opportunities for local peoples.
2.3. Customer behavior

Any company's progress is directly depend upon its customers as its only customers who are
willing to pay for the facilities and services provided to them by companies. As consumer's
behavior is dynamic in nature means its changing continuously with time companies need to
monitor their behavior continuously. According to Kotler and Keller in 2011 define consumer
behavior as: “The process whereby individuals decide whether, what, when, where, how and from
whom to purchase goods and services”.

As in marketing efforts, consumers are the main focuses to generate profits from them companies
must create attention, interest and desires for that particular product/destinations so that consumers
can perform their action by purchasing those products. Business men must know about the factors
which are affecting buying behavior of consumers. Customers behavior is directly dependent and
affected by any changes in following variables like personal incomes and family incomes. If level
of income of people is of low standards it directly affects the purchasing capacities of consumers.
The big the family size the big are the needs and wants of all family. Apart from that psychological
factors like motivations, perceptions, attitude and personality directs the buying behavior of
consumers. Apart from that it is also directly affected by the culture. As each culture has its own
beliefs, norms, traditions, values which are very important in branding & packaging, advertising,
product development and in market segmentation. Before understand the consumer behavior its
important to understand buying process of consumers.
METHODOLOGY AND METHODS OF ENQUIRY

Primary Data: -
The data that is collected from various sources.
• Personal visits, personal interview.

Secondary Data: -
For the various archaeological sites in Rajasthan. secondary Data like brochures, New Paper,
Books, magazines were used for this synopsis.

Other Sources:-
• Internet, TV, Radio. • Journals on Indian Travel Agency, etc.
Conclusion

The research findings and results shows us the effectiveness of marketing services used in tourism
by ministry of tourism and government of India in promoting India. After getting results we come
across with various conclusions regarding the effectiveness level. Firstly, it was clearly shown
from the results that although India has make his place in international marketing with its unique
products and services still India needs lots of improvement in providing the better services and
facilities to its consumers. Talking about the modes of marketing and advertising social media and
TV plays important role in wooing the consumers to travel to India and ministry of tourism needs
to promote and invest in these modes of information sources to create more awareness among the
people regarding the attractions which India is offering. Regarding the main motives behind their
visit to India mostly people choose India due to its rich culture and heritage other than other modes
of tourism providing the information about the major attracting factor of India. Regarding the
process there is need of improvement on the part of tour operators as mostly people find it very
difficult to get effective services due to delayed replies from Indian tour operators.

Ministry of tourism needs to take active steps regarding the monitoring of services provided by
tour operators to its clients. Regarding tourism products these needs lots of improvements to meet
with the needs and want of consumers and tourism products needs to be updated with regards to
infrastructure and transportation systems. Public toilets need to be constructed near tourist places
and which are existing still needs lots of improvements. Cleanliness at or near tourist attractions
is the another important factor which needs to be improved by creating information regarding
cleanliness and the use of bins at public places. From the above study it is concluded that tourists
find people of India very warm and hospitable making this as a pull factor for tourism. Although
marketing and advertising techniques are successful in creating and making the image and brand
of India on the international and domestic level. India needs lots of developments and
improvements considering the regular flow of tourism. Although Indian products are unique in its
offerings still India needs strategies to be implemented on tourist attractions for better facilities
and services. Marketing tools plays important role in promoting tourism on a international level as
it is clearly shown from the results. Plus point in marketing and advertising tools of India was that
these are promoting and presenting the real image of India . Its based on true ideologies and
intentions yet India needs to improve the services and facilities in making the marketing of services
and facilities in a better and in a relevant manner.
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