Pages: 60

No chapter abstract available.

Pages: 15

Chapter 1 – ‘An introduction to Tourism’ – leads the student through the basics of the subject, emphasising the growth of the sector to a global phenomenon. The evolution of tourism as an economic activity is an interesting story in itself, but it is essentially a continuation of the travels undertaken by prominent travellers such as Faxian and Vasco da Gama, who came to India for very different reasons. It is in this context that the student is taken through the definitions of tourism and the fine differences between categories of travellers. The student advances to explore the types of tourists and the components of the tourism sector. Tourism is considered a part of the Services sector, and it is appropriate to provide the student with an introduction to the basic concepts of goods and services. The Tourism product and its characteristics are also outlined.

Pages: 18

Chapter 2 enables the student to get acquainted with some key concepts in tourism, as well as a few important areas, which will repeatedly appear as the chapters unfold. Some major theories and models are touched upon. Sustainable tourism engages the attention of scholars and practitioners, but the frequent use and abuse of the term has rendered its specific meaning somewhat blurred. By tracing different components that make up ecotourism, the chapter provides clarity and specificity to these terms. Moving on, other forms of tourism that are frequently used in practice are also elaborated, with a view to provide distinctive identities to these. The chapter ends by introducing responsible tourism, about which much will be heard in the coming chapters.

Pages: 13

Chapter 3 deals with tourism demand, a critical element in the tourism system. The concept of tourism demand is introduced in simple terms, elaborating the elements in and factors influencing demand. The decision-making process of a consumer is explored, and the elements that affect consumer behaviour are fleshed out. The basics of demand forecasting and its uses are elaborated. The measurement of demand and other components of the tourism system are explained, enabling the student to gain an understanding of the applied aspects of statistics.

Pages: 12

Chapter 4 familiarises the students with the major organisations that play an important role in tourism. Some international organisations have been prominent in assisting developing economies to make use of the opportunities presented by tourism development. The United Nations World Tourism Organization, the evolution of which is presented as a box, has emerged as a strong voice of tourism in the world, leading noteworthy causes like sustainability, standardisation and assistance to least developed countries. UNESCO has a formidable reputation worldwide as the international voice for culture and heritage. The World Heritage List is the most prestigious recognition of the universal value of a site. UNESCO also functions as a watchdog safeguarding cultural heritage, which is a priceless asset on which tourism depends. In this endeavour, UNESCO is supported by advisory bodies like ICCROM and ICOMOS, which are also touched upon in the sector. The bodies regulating and promoting international civil aviation, such as a vital component for tourism, are also introduced.

Pages: 134

No chapter abstract available.

Pages: 18

Chapter 5 is about the destination, the objective of every tourist. Beginning with a discussion on the nature of a destination and the different perspectives from which a destination could be described, the student is familiarised with the comprehensive 6As framework for analysing destinations. The types of destinations, based on various parameters, are described, which provides a view of the variety and complexity of destinations. The theoretical construct of the destination lifecycle is examined, from the stages of which several real-life cases can be discussed. Managing destinations is a complex and collaborative task, and this important aspect is explored next. Destination marketing is at the heart of marketing products and services in tourism, and the topic is elaborated to understand the components and stakeholder engagements. We close the chapter by touching upon the impact tourism can have on destinations, which we will explore in greater detail in a chapter in Part 4.

Pages: 16

Continuing with our examination of the destination, Chapter 6 brings our attention to Attractions, a segment that is diverse and interesting. The Taj Mahal is a compelling case, allowing the student to scrutinise the different aspects of an attraction and its relationship with stakeholders. Attractions are chiefly divided into natural and human made – however, we also attend to the theoretical constructs which are popular, and from what the visitor derives from an attraction – education, entertainment or spiritual. The management of attractions engages the students’ attention, and the main organisations managing much of our cultural heritage are introduced. Significant aspects of attractions, such as visitor management and carrying capacity, are also brought to the students’ attention.

Pages: 20

The accommodation sector takes centre stage in Chapter 7. Accommodation remains at the centre of the tourism offering, and the chapter gives an overview of the sector and introduces the student to the range of options within it. The features of accommodation, peculiar to the services sector, are introduced, as are the concepts of serviced and commercial accommodation. Issues connected with accommodation, such as classification of properties, management models and contribution to the economy, will be outlined. For the uninitiated student, a quick round-up of the structures within a hotel and an introduction to its functional areas will be useful. The trends within the sector from across the world are captured in a section, so that the student gets a perspective on the size and impact of the hotel industry.

Pages: 29

Chapter 8 is concerned with Travel and Tour Operations, a dynamic and important part of the business of tourism. Much of the credit for the development of tourism due to the huge economic activity goes to the packaging of the tourism product and its marketing. The system of creating tour products, their distribution and the execution of the itinerary are all activities that need a high degree of knowledge, skill and acumen. The chapter introduces the components within a tour operation to the student in simple and familiar terms, and then presents the big picture, the world of transnational operators who own and operate airlines, hotels and cruise ships. The categories of tour operators, from the mass market company to the highly specialised niche operator, are also brought into focus. Special attention is paid to describing the destination management company, which is ubiquitous in destinations like India. The chapter proceeds to outline sub-sectors such as MICE operators and then looks at the transformation of the traditional travel agent into travel management companies. The functioning of computerised reservations systems morphing into global distribution systems is also elaborated.

Pages: 23

Chapter 9 Transportation reviews the transportation sector, covering all possible modes – air, rail, road and water. The evolution of air travel is traced, moving to the significance of the Jet engine in transforming tourism. Recent trends in aviation, such as the emergence of low-cost carriers, are examined closely. For the student, an overview of the facilities and functions in airports and a brief introduction to international agreements, such as the ‘freedoms’, are essential for a clear understanding of the sector. The possibilities and potential of rail and road travel and the burgeoning cruise industry are prominently covered in the chapter.

Pages: 26

Chapter 10 brings into focus the ever-important field of marketing. Beginning with the basics, the student is guided through the fundamental principles of marketing, such as the difference between sales and marketing, and the ingredients of the marketing mix. The features of the service industry are clearly brought out through the 7Ps framework. New thinking in marketing services is introduced for discussion and further reading. The importance of market research and its contours are briefly touched upon, as is the influence of the environment on marketing. Moving to tourism, the important aspects of destination marketing are introduced, highlighting the activities under promotion and public relations. The significance of partnerships and alliances between stakeholders is revealed through a case study on Kerala, considered a model in destination marketing.

Pages: 122

No chapter abstract available.

Pages: 17

Chapter 11 begins with an overview, which provides a snapshot of the tourism sector in India. Drawing a connection with the travels of the ancient and medieval worlds, the student is drawn into tourism in the modern sense that came to India in the last few decades. The minuscule portion of the international tourist traffic that India currently attracts still contributes a healthy 6.8% to the country's GDP. The scope of tourism to provide employment and to expand into a much larger economic sector is brought out. Domestic tourism is gaining momentum, and the humungous numbers of tourists who will holiday within the country have the potential to drive the sector at a brisk pace. The chapter introduces the student to several issues connected with tourism development, such as the coordination between ministries, regulation by the Ministry of Tourism, federalism and community participation.

Pages: 34

Every Indian student of tourism should strive to gain knowledge about the vast cultural heritage of India, which is the raison d’être of tourism in the country. Chapter 12 on Cultural heritage aims to provide an essence of this vast area of knowledge. Beginning with a discussion on culture and what it signifies, the student enters the world of cultural tourism, exploring its various facets. The division into tangible and intangible heritage and the elements of cultural resources are explained. The chapter then reviews the World Heritage Sites in India, and sketches the role of the Archaeological Survey of India as the custodian of built heritage. There is a brief round-up of the management of heritage and the agencies involved in the effort, with relevant case studies of different models adopted. The importance of museums as repositories of material culture is stressed, as is their significance as prominent tourist attractions. Moving on, the student is given information on the major performing art forms, forms of internationally recognised intangible heritage and the wealth of Indian fine arts.

Pages: 17

With its amazing diversity of climate types, forests and natural formations, India has an impressive array of natural heritage resources that are crucial to tourism. Chapter 13 on natural heritage aims to provide the student with the basic information needed to gain an appreciation of this resource. Students and practitioners of tourism have to be concerned with and involved in issues concerning natural heritage, as this fragile asset is under threat from many recent developments. The chapter takes the student through some of the major biodiversity areas, such as the Himalaya and the Western Ghats, while getting to grips with the notion of diversity in flora and fauna. Moving on, the legal entities in natural heritage like National Parks, Wildlife Sanctuaries and Biosphere Reserves are explained, as these are frequently misunderstood. The important issues concerning conservation in protected areas are discussed, with a view to provide a framework to analyse the present situation prevailing in the country that affects tourism and visitation.

Pages: 28

Chapter 14 examines the organised business sectors in Indian tourism, particularly the accommodation and tour segments, in some detail. For the student who has familiarised herself with the segments of the industry in Part 2, this is an opportunity to get into grips with the dynamic Indian situation. From a brief history of the beginnings and growth of the accommodation sector, the chapter analyses the distribution of hotels in the country, both in terms of the range and geographical distribution. Apart from providing basic information on major hotel chains, there is a discussion on emerging trends in the accommodation sector, with a case study of an international chain establishing its footprint in the country. The attention shifts to the tour business in India. A typical large tour business is profiled to enable the student to get insights into the operations side of the industry. The process of creating tour packages is also detailed. The growth of the segment catering to the domestic tourist is discussed with several case studies. The chapter ends by giving an overview of the outbound tour business segment, which will be the mainstay of the tour business in the future.

Pages: 24

Chapter 15 surveys the changing roles of government agencies in shaping Indian tourism. Beginning with the command economy model in the eighties, where the tourism policy prescribed the growth of the sector through public investment, the approach of the government changed to acknowledge the primacy of the private sector, a change that is captured in the initial section, which scans official documents across the last four decades. A discussion on planning follows, teasing out the steps in the process and demonstrating the application of a process to create a master plan in a fragile destination. The roles of the national, state and local governments are discussed at length to enable the student to get into grips with the different agencies that regulate or coordinate tourism activities. There is also a reference to the structures of public sector entities such as ITDC and state corporations, leaving the question of their relevance as a point of discussion.

Pages: 48

No chapter abstract available.

Pages: 13

Chapter 16 examines the different types of impacts that tourism development has had on destinations and local communities. Tourism is not an ‘isolated’ industry; its existence is dependent on a vibrant interaction with the local environment and people. While bringing the fruits of development, such as increased incomes and better quality of life, tourism may also cause great damage to the cultural fabric and pristine environments. The chapter also looks at strategies that may be adopted to minimise the negative impacts and achieve sustainable levels of tourism.

Pages: 18

This aspect of ‘sustainability’, which has popped up in several contexts, occupies centre stage in Chapter 17. Tracing the history of the sustainable development paradigm, the student is taken through the more important international initiatives and the principles that emerged through these deliberations. More and more businesses are turning towards sustainable practices and systems, and processes are changing to incorporate these principles. Certification systems will increasingly play a role in providing reliable information to the consumer.

Pages: 15

The final Chapter 18 begins by examining a grim scenario – the effects of climate change, caused by increased temperatures across the world. The adaptation and mitigation strategies are also explained in detail. Some of the major developments that will shape the tourism business are explored in the chapter. E-business has transformed the travel sector, and Information and Communication Technology will exert great influence on the sector in the future, changing the way travel products are created, marketed and sold. Shifts in demographics, such as increased lifespans and falling birth rates, will also affect the design and positioning of tourism products. Tourism in the 21st century will be very different from the previous century, and all of us will need to change and adapt to be part of this exciting future.