India Tourism Global

Competitiveness
of Tourism
Sector in India
with Selected
Countries of
World
Final
Report
Ministry of
Tourism
Government of
India
By
Ministry of Tourism, Government of India
ACNielsen ORG-MARG
ACKNOWLEDGEMENT
We are thankful to the Ministry of Tourism, Government of India for assigning this Study on
Tourism in the Overseas Market of United Kingdom. We are grateful to Shri R. H. Khwaja, The
Secretary, (Tourism) & Shri Anand Kumar, the Joint Secretary (Tourism) for extending their
support. We are also grateful to Shri S. Kothari, the Speical Secretary, (Tourism).
The consultant had the pleasure of interacting with the representatives of leading outbound
tour operators and international travellers. We are also grateful to Dr. R. N. Pandey,
Additional Director General (MR), Shri A. K. Gupta, Additional Director General (MR), Ms.
Sandhya Singh, Dy. Director (MR), Ms. Neha Srivastava, Dy. Director (MR) for providing us the
necessary guidance and periodical support for conducting the study. We would also like to
thank Shri S.K. Mahanta, DPA (GradeB) MR for providing us the required support and help
from time to time.
Last but not the least we would like to thank our entire team of research professionals as well
as our staff in London and support team for their co-operation and team spirit for keeping up
the momentum and time schedule of the study.
Competitiveness of Tourism Sector in India with Selected Other Countries of the World
Page 2
ACNielsen ORG-MARG
Executive Summary
Tourism in India is a booming industry. Tourism contributes 6.23 percent to the national GDP and
8.78% of the total employment in India. The Foreign Tourist Arrivals (FTAs) in India during 2010 were
5.58 million with estimated foreign exchange earnings at US$ 14.19 billion. Despite the recession the
tourism industry has shown impressive growth in the number of foreign tourist arrivals. India is 42nd in
the world rankings as per foreign tourism arrivals in the country.
The World Travel and Tourism Council (WTTC) has named India along with China as one of the fastest
growing tourism industries for the next 10 to 15 years. Tourism today is the most vibrant tertiary
sectors and strong hold of the economy. The Travel & Tourism Competitiveness Report 2007 ranked
tourism in India sixth in terms of price competitiveness and 39th in terms of safety and security1. The
WTTC has said that Indias competitive advantage lies in its mystical attractions with its ancient
civilization and culture. The country has much to offer with attractions ranging from the worlds
highest mountains, vast coastline with excellent beaches, rich tropical forests, captivating wild life,
desert safari, lagoon backwaters, ancient and majestic monuments, forts and palaces, diverse culture,
colorful fairs, folk arts, unique hospitality etc.
Tourism development has always been an integral part of the countrys five year plans. The National
Tourism Development Policy, 2002, aims to position tourism as a major engine of economic growth
and to harness its direct and multiplier effects for employment and poverty eradication in an
environmentally sustainable manner. The Tourism Ministry has also played an important role in the
development of the industry, initiating advertising campaigns such as the Incredible India campaign,
which promoted Indias culture and tourist attractions in a fresh and memorable way. The tourism
industry has helped growth in other sectors as diverse as horticulture, handicrafts, agriculture,
construction and even poultry.
India is a developing nation and in stiff competition from China and Southeast Asia has been able gain
equal parity in tourism. Despite of many favorable factors the countrys rankings have not increased
much. The present study aims to understand and discuss Indias position in terms of tourism policy,
investment and marketing initiatives in competitiveness in comparison with six similarly China,
Indonesia, Republic of Korea, Malaysia, Singapore and Thailand, and with four developed countries of
France, Turkey, Unites States of America and United Kingdom. The study has been carried out in two
phases involving primary and secondary research.
The primary research was carried out in four different cities of Kolkata, Delhi, Bangalore and Mumbai
wherein 80 percent of the survey was conducted among international tourists. Of the total sample 56
percent of the travelers covered were males and 44 percent of the respondents female. 30% of the
travelers were self employed with 80 percent graduates. France tops the list of past visited countries
with 17 percent of interviewees having travelled to France followed by UK and United States. The
maximum age of travel in the survey indicated travelers between 26 to 60 years.
1
Travel & Tourism Competitiveness Report 2007
Page 3
ACNielsen ORG-MARG
With the world getting more globalized tourism information was sought (60%) from websites and the
internet. France, Turkey, USA, UK, Indonesia, Malaysia, Singapore, Thailand, Korea and China rank
high as value for money destinations. The worlds economic recession being a thing of the past 57
percent of travelers across different countries prefer to stay in star category hotels followed by 29
percent stay in mid-range hotels. The mean duration of stay in a country was highest in United
Kingdom at 17.1 days.
France and Turkey top in visits for tourism as the primary reason for travel, while Malaysia, Singapore
and Thailand top the countries as holiday destinations in the survey. UK and USA are visited to meet
family and friends and China, Republic of Korea and Indonesia are destinations of work.
France with its number one ranking in the world continues to be the most popular destination among
travelers. As per the primary survey findings France is an expensive destination while French Food is a
major pleasant feature for travelers. France with its progressive policies provides high level of security
to tourists and regulates travel agents, reorganizing the strict liability of operators to operate under
international convention.
Turkey bagged the seventh position in the world tourism charts with nearly 27 million people visiting
the country. Turkeys intense advertising campaigns includes promoting new destinations with the
country as well as the national carrier advertising the various destinations making them visible and
eye catching. Turkish culture attracts tourists while Turkish food was stated as not so pleasant by
respondents in the primary survey.
USA is a developed nation with a much stronger economy, proactive tourist policies along with high
levels of infrastructure development and facilities. The methods of information dissemination, travel
agents, visa rules, infrastructure and safety of the people give United States a great advantage. Crime
rate in USA is one of the unpleasant features of travel in the country. Sanitation and hygiene standards
is one of the important difference that makes India ranked far behind USA in the world tourist arrival
rankings.
United Kingdom, in 2010 was at the sixth position in the world tourism ranking hosting nearly 28.13
million tourists. UK remains ahead of India in terms of technology, infrastructure, cleanliness,
management and policies with major attractions including its geography, castles, parks and museums
drawing tourists in hordes to the country. UK is an expensive nation as responded by 54 percent of
travelers while tourism constituting sites, food, shopping, museums, etc attracts maximum tourists.
China is Indias biggest competitor developing at a very fast pace. Chinese people due to the language
problem are considered unpleasant although technology and Chinese culture are main attractions for
tourists. In the last decade, there has been heavy investments in infrastructure and facilities in China,
that have resulted in better facilities attracting tourists to the country.
Page 4
ACNielsen ORG-MARG
Republic of Korea ranks 27th in world tourist arrivals and attracts tourists for its culture, easy
international access, excellent transport system, wide variety of night life, while its language was
mentioned as one of the main reasons for unpleasantness for tourists.
Malaysia tops the list as a holiday and shopping destination with its beautiful beaches, but its
language is also an unpleasant feature for tourists ranking ninth in tourism arrivals. The major
reasons for Malaysias popularity include its aggressive advertising campaigns along with its relaxed
visa policies and easy access to foreign tourist.
Shopping has been marked as the most pleasant feature in Singapore features followed by multi
cuisine options available to the people. Language in Singapore is the most unpleasant feature which
results from a lack of understanding of language. A strong marketing and promotion campaign makes
it a favored tourist destination ranking it 29th in total tourist arrivals in the world.
Thailands success is attributed to its low hotel prices, scenic beauty, beaches, inspiring temples,
cuisine and architectural ruins of fabulous ancient kingdoms that are awe inspiring and interesting
travel for tourists. Thailand ranking 16th in total tourist arrivals, follows aggressive marketing
campaigns which make its beaches, food and shopping make it a sought after destination while crime
and language makes it unpleasant for tourists.
Indonesia lies at the 34th position and had welcomed 7 million tourists to its country. It isnt much
ahead of India which is at the 40th position. Although both of them are developing nations and share
the common problems of poverty, hygiene and policies, the major reason why India is behind Indonesia
is in terms of advertising and management.
India among all these countries lags behind due to its low level of cleanliness, lack of management,
infrastructural blocks in less available star category hotels, roads, lack of proper dissemination of
information, improvement in facilities such as visa, travel agencies, etc. Safety and security is one of
the important concerns of travelers in India. The hospitality industry in India is still in a nascent stage
when compared to many of the developed countries. The tourism industry is distributed in a number of
small and medium enterprises that act as fly by night operators, thus creating an uncertainty in the
market place. What India lacks in management and infrastructural blocks, it makes up with its unique
diversity, culture, friendly people and sheer variety of cuisine.
The scores from secondary survey indicate USA, China and Malaysia are the highest scorers followed
by France, UK and Singapore. India and Indonesia are the two countries which have to improve upon
their tourism sector. In terms of visitor satisfaction from the feedback survey, France and United
Kingdom were the two countries, which travelers found most satisfying and Indonesia was the least
satisfying of the 11 countries. India is at par with Republic of Korea in terms of visitor satisfaction and
is placed just above Indonesia, which has been least satisfying to travelers. France, USA and UK are the
top most countries in the tourism sector out of the 11 countries chosen for comparison and India,
Indonesia and Republic of Korea are the countries which have scope for improvement. The emerging
tourist destinations of Malaysia, Singapore, Thailand and Turkey score less than the already developed
tourism destinations of France, USA and UK.
Page 5
ACNielsen ORG-MARG
In tourism development planning, investment, product development, quality of services and safety go
hand in hand. The strategic principles for a sustained tourism approach are recommended as follows:
ACTION PLAN: Implementation Programmes

Action Plan 1: Establish a Tourism Development Board
Role /
Purpose
Implementation Plan
Long term (19-36
months)
Strengthen Market
Research through
independent funding
and supervision of
Secretary Tourism
Immediate (0-6 months)

Strengthening and
formulation of policy for
effective tourism management
Short term (7-18 months)

Prepare a Regulatory
Framework
Monitoring,
Evaluation
and
Supervision
Identify Flagship projects for

future destination approach
Consolidate and increase plan
funding at centre and state for
development and
implementation of projects
Monitoring Evaluation
and Supervision
Visa and entry

processes should be
streamlined to be
user-friendly and
accessible
Advisory
role to State
Boards
Appointment of a Nodal
Officer under the state tourism
secretary to identify and plan
strategy for development of
destinations
Formation of Product
Development Departments'
in state tourism
departments to support
product development,
identify technical and
financial assistance to
projects
States to promote
and market
individual sites and
locations among
niche tourist
segments in domestic
and foreign markets
Regulatory
Action Plan 2: Product Development

Role /
Purpose
Long-term
Phase-wise
Intensive
Approach
supporting
inclusive
Implementation Plan
Develop Target Destinations

as Cluster Development
approach over a spread of
destinations in zonal / regional
clusters
Identify Flagship projects

and conduct cost benefit
analysis and feasibility for
development
Long term (19-36

months)
Tie-up with banks
and insurance
companies for easy
installment loans
including travel
insurance
Page 6
and
integrated
projects
ACNielsen ORG-MARG
Consultations with
stakeholders on strategy and
effective management of
destinations
Identify private players

for investment in product
development and
management
Incentivize, protect
and encourage small
business operators to
improve business
acumen
Destination Management with

better
- Road Connectivity
- Information Centers
- Accommodation facilities
- Toilets and Rest Houses
- Signage
Partner with private

players on PPP model for
upgrading
- Heritage structures
- City beautification
programs
- Setting up of transport
infrastructure and
facilities
Involvement of
local community for
preservation and
maintenance of sites
on a profit on service
mode
Long term (19-36

months)
Identify India Tourism

Brand Ambassador with
International appeal
&
Competitive Pricing of
exposure
Products keeping in view
make creative using brand
the changing market trends
ambassador
for
new
destinations keeping in
mind target market
Market Research on
trends as well as
gauge
tourist
satisfaction
and
desired destination
attributes at regular
intervals
Action Plan 3: Promotion/ Campaign

Role
Purpose
Implementation Plan
-
Intensified
Market
Promotion
Additional Investments in
and Revamp design
and
development
Branding
campaigns
Increase / Enhance
Incredible India awareness
through
intensive
multimedia campaigning,
road shows, etc
Product designing
and
campaigns
keeping
in
view
product and markets
- Beach tourism
- Rural tourism
- Tribal tourism
- Festivals such as
Kumbh Mela /
Book fairs, etc
Training
and
Rope in tour operators
Capacity Building of
Effective audio-visual multi- and travel agents for trade
Service staff such as
media campaigns on
related
direct
public
taxi operators, hotel
relations
staff, tourist guides
Page 7
ACNielsen ORG-MARG
Consumer based direct

o Internet Face book, Twitter, intensive market reach
- Behavior
Yahoo
programs over multimedia
and audio-visual formats
o Pop ups on internet
destinations through pictures,
and site details
- Charging right
o Documentary films and

adverts highlighting sites and
locations
- Safety Issues
Joint Ventures / Partnerships

with the aviation industry
including private airlines and
Air India to promote India
tourism in foreign markets
through booklets, brochures
and leads on destinations
Identify and partner with

Indian MNCs in automotive
and consumer goods to
promote Brand India in
identified foreign market
segments
Branding Indias
culture and services
and highlighting its
many strengths such
as
hospitality
industry, transport
networks,
destinations, etc
Action Plan 4: Human Resource Development

Role /
Purpose
Capacity
Building for
partaking
decentralized
responsibilities
in effective
tourism
management
at local level
Implementation Plan
Long term (19-36
months)
Dialogues with Communities

on key issues of socio-economic,
environment sustainability
through tourism
Rehabilitation of beggars,
touts and guides providing
them with alternative
means of livelihood that are
self-sustaining in the long
run with the help of NGOs
Formulation of
rules for strict
punishment to
violators and
offenders
Awareness campaigns
focusing on heritage
conservation. environment,
pollution control, safety and
security involving local
authorities and civil society
Awareness Campaigns on:

- Clean & Green City
Drives targeting schools
and public bodies
- Hoardings,
- Road shows and
pamphlet distribution
to follow rules and keep
city clean green
Introduce degree
courses in
"Hospitality
Management" across
universities in the
country
Page 8
ACNielsen ORG-MARG
Contents
CHAPTER I
INTRODUCTION ........................................................................................................ 12
1.1
INTRODUCTION...................................................................................................................... 12
1.2
RESEARCH OBJECTIVE............................................................................................................. 12
1.3
TERMS of REFERENCE ............................................................................................................. 12
CHAPTER II
APPROACH AND METHODOLOGY ............................................................................... 15
2.1
RESEARCH APPROACH AND METHODOLOGY .......................................................................... 15
2.2
OPERATIONAL METHODOLOGY .............................................................................................. 18
2.3
STEPS TO ASSESS COMPETITIVENESS ...................................................................................... 19
2.4
ESTIMATION METHODOLOGY................................................................................................. 21
2.5
SAMPLE SIZE .......................................................................................................................... 22
CHAPTER III
SECONDARY RESEARCH FINDINGS ....................................................................... 23
3.1
INTRODUCTION...................................................................................................................... 23
3.2
INDIA IN WORLD TOURISM RANKINGS ................................................................................... 24
3.3
COUNTRY-WISE ANALYSIS OF TOURISM POLICIES, PROMOTION & MARKETING ........... 27
3.3.1
FRANCE .................................................................................................................................................................. 27
3.3.2
TURKEY .................................................................................................................................................................. 30
3.3.3
UNITED KINGDOM............................................................................................................................................ 34
3.3.4
CHINA ..................................................................................................................................................................... 39
3.3.5
INDONESIA........................................................................................................................................................... 43
3.3.6
MALAYSIA ............................................................................................................................................................. 46
3.3.7
SOUTH KOREA .................................................................................................................................................... 50
3.3.8
THAILAND ............................................................................................................................................................ 53
3.3.9
SINGAPORE .......................................................................................................................................................... 57
3.3.10
UNITED STATES OF AMERICA ................................................................................................................... 60
3.4
INDIA vis-a-vis COUNTRIES TOURISM INFRASTRUCTURE ...................................................... 61
3.6
TOUR OPERATORS PERCEPTION ON TOURISM IN INDIA ......................................................... 64
3.7
SECONDARY RESEARCH FINDINGS .......................................................................................... 65
Page 9
3.8
SCORES BASED ON SECONDARY RESEARCH FINDINGS ............................................................ 85
CHAPTER IV
4.1
ACNielsen ORG-MARG
PRIMARY SURVEY FINDINGS .................................................................................... 89
DEMOGRAPHIC PROFILE OF TRAVELERS ................................................................................. 89
4.1.1
Type of Traveler ................................................................................................................................................. 89
4.1.2
Cities for Traveler Interviews ...................................................................................................................... 89
4.1.3
Gender Distribution of Travelers ............................................................................................................... 90
4.1.4
Age Distribution of Travelers....................................................................................................................... 90
4.1.5
Occupation of Travelers ................................................................................................................................. 91
4.1.6
Level of Education of Travelers .................................................................................................................. 91
4.1.7
Distribution of City of Interview vs. Type of Traveler ....................................................................... 92
4.2
TRAVEL PARTICULARS ............................................................................................................ 92
4.2.1
Survey of Countries Visited ........................................................................................................................... 92
4.2.2
Age vs. Country Visited Distribution of International Tourists.................................................... 93
4.2.3
Age vs. Country Visited Distribution of Indian Tourists .................................................................. 94
4.2.4
Age vs. Country Visited Distribution of Both International & Indian Tourists ..................... 94
4.2.5
Source of Information on Countries Visited .......................................................................................... 95
4.2.6
Countries Visited Value for Money or Not .......................................................................................... 96
4.2.7
Accommodation Availed by Travelers while visiting the Chosen Countries .......................... 96
4.2.8
Source of Information vs. Countries Visited by Travelers ............................................................... 97
4.2.9
Countries Visited Value for Money Destinations or Not .............................................................. 99
4.2.10
Duration of Stay ................................................................................................................................................. 99
4.3
REASONS FOR VISITING THE COUNTRIES .............................................................................. 100
4.3.1
Reasons for Visiting France ....................................................................................................................... 100
4.3.2
Reasons for Visiting Turkey ....................................................................................................................... 100
4.3.3
Reasons for Visiting USA ............................................................................................................................. 100
4.3.4
Reasons for Visiting UK................................................................................................................................ 101
4.3.5
Reasons for Visiting China.......................................................................................................................... 101
4.3.6
Reasons for Visiting Indonesia ................................................................................................................. 101
4.3.7
Reasons for Visiting Republic of Korea ................................................................................................ 102
4.3.8
Reasons for Visiting Malaysia ................................................................................................................... 102
4.3.9
Reasons for Visiting Singapore ................................................................................................................ 102
Page 10
4.3.10
ACNielsen ORG-MARG
Reasons for Visiting Thailand ................................................................................................................... 102
4.4
LEVEL OF IMPORTANCE OF ATTRIBUTES RELATED TO TOURISM ........................................... 102
4.5
SATISFACTION LEVEL OF TRAVELERS FOR DIFFERENT COUNTRIES......................................... 103
4.6
SATISFACTION LEVEL OF TRAVELERS WITH SELECTED TOURISM COMPONENTS IN INDIA ..... 103
4.7
INDIAS STRENGTHS & WEAKNESSES .................................................................................... 104
CHAPTER V
CONCLUSION.......................................................................................................... 106
ANNEXURE .......................................................................................................................................... 119

Annexure 1 ...................................................................................................................................... 119
Annexure 2 ...................................................................................................................................... 120
Annexure 3 ...................................................................................................................................... 122
Annexure 4 ...................................................................................................................................... 124
Page 11
CHAPTER I
1.1
ACNielsen ORG-MARG
INTRODUCTION
INTRODUCTION
The tourism sector in India has seen a tremendous growth in the last few years. The Foreign Tourist
Arrivals (FTAs) in India have increased from 5.11 million in 2009 to 5.58 million in 2010. The
Compounded Average Growth Rate (CAGR) of the tourism sector in India since 2001 to 2010 is
around 8%.
The five metro cities are the major ports of entry for the arrival of foreign tourists in India;
therefore these cities play an important role in attracting foreign tourists to India. India however
faces competition from a number of developing nations like itself and a few developed economies
as well. Tourist flow to India is no doubt growing, but it is growing at a much less percentage than
to other tourist destinations like Malaysia, Thailand, France, turkey, etc.
The Ministry of Tourism, Government of India has consistently been working on improving India as
a prime destination for tourists. In order to improve Indias position in the tourism industry in the
world, Ministry of Tourism, Government of India had decided to conduct a study to understand the
competitiveness of the tourism sector in India in comparison with selected developing and
developed countries.
1.2
RESEARCH OBJECTIVE
To assess the competitiveness of the tourism sector in India with respect to selected similarly
placed and developed countries of the world and provide suitable and necessary recommendations
for improving Indias competitiveness as compared to these countries.
1.3
1
1.1
TERMS of REFERENCE
To study the competitiveness of the Tourism Sector in India in comparison with selected
countries of the World
Similarly Placed Countries:
i.
China
ii.
Indonesia
iii.
Republic of Korea
Page 12
1.2
iv.
Malaysia
v.
Singapore
vi.
Thailand
ACNielsen ORG-MARG
Developed Countries:
i. France
ii. Turkey
iii. United States of America
iv. United Kingdom
For this study the Tourism sector would cover

a. Hotels- Classified and Unclassified,
b. Bed & Breakfast Units and Home stays,
c. Restaurants and
d. Tour operators and travel agents.
The competitiveness of the Tourism sector would be with respect to the following
aspects :
a.
Economic :
i. Investment
Plan Allocation of National Tourism Administrations.
Public and Private Sector Investment in Tourism Sector.
ii. Macro-economic Policy
Specific Government Policies directed towards promotion of Tourism (if any,
specific to hospitality) sector in the select countries.
Assessment of the Government mandate to make the sector competitive: Incentives/
Policies directed specifically for Hotel, Restaurants and Travel & Trade sector in
these countries.
b.
Marketing:
i. Branding
Promotional activities/ strategies being undertaken by the Government & Private
sector in these countries.
Page 13
ACNielsen ORG-MARG
Specific Campaigns on the lines of Incredible India being undertaken by other

countries.
ii. Price
Cost comparison of similar category of facilities of various
countries with India, various on season and off season
promotional activities being taken up and features offered, key
Stakeholders and their interrelationship.
iii. Market Share
Share of Tourist Arrivals in the World.
Growth of the sector over the years in these countries.
c.
Quality (To be obtained through a feedback survey)

i. Visitor Satisfaction
ii. Safety
iii. Quality of Experience
iv. Image of the Countries amongst visitors. (To be obtained through a feedback
survey)
v. Assess the quality of services and preference of customers in other countries vis--vis
India.
d.
Others
i. Training/HR Investments being incurred on training of human resource, courses
being offered, etc.
ii. Innovation in any field to be covered in this study
Page 14
CHAPTER II
2.1
ACNielsen ORG-MARG
APPROACH AND METHODOLOGY
RESEARCH APPROACH AND METHODOLOGY

The study was undertaken in two phases - Secondary research & Primary research
Secondary Research
Secondary research
Economic Aspects
Investment
in Tourism
Macroeconomic
Understand the
types of
investments
made by pvt. &
public sectors in
tourism in the
countries vis-vis India
Govts policies
related to tourism
in selected
countries vis--vis
India. Steps taken
by the govt. in
other countries to
promote
Marketing Aspects
Others
Brandin
g
Price
Market
Share
Promotional
activities
undertaken
in selected
countries
vis--vis
India.
Facilities
provided
in
selected
countries
vis--vis
India.
Growth of
tourist
arrivals
and the
sector
Training
activities
and
innovative
activities
undertaken
by the
select
countries to
promote
tourism.
Sources of Information: Published reports of leading databases. Other sources of information will be journals and
magazine publications of the Travel Industry, Tourism Ministry Data of respective countries etc.
UN-WTO
Reports
WTTC
Reports
Euro monitor
World Travel
Monitor
Statistical
Bureaus of
respective
countries
IMF
Reports
Page 15
Census
Data
ACNielsen ORG-MARG
Primary Research
The objective of the primary survey was to get an idea from the tourist (international travelers as
well as outbound Indian Travelers) about their experience while visiting countries. The primary
study was administered in the form of face to face interviews by in-house research professionals of
AC Nielsen ORG-MARG across five metro cities:
Delhi
Mumbai
Coverage
areas for
primary
survey
Bangalore
Kolkata
Chennai
Page 16
ACNielsen ORG-MARG
Face to face interviews was conducted as a part of the primary survey across two categories of
respondents:
International and
Outbound Indian
Travellers (with
experience of multi
country travel)
Face to face
interviews to be
conducted using
structured
questionnaires
Tour Operators and

Travel Agents
Face to face
interviews conducted
to get a qualitative
input for the study
Conducted at Classified Hotels,

Unclassified Hotels, Bread &
Breakfast Units and Home Stays
and International Airports
Conducted at a place convenient

for the Tour Operators and
Travel Agents
The following was the coverage areas for conducting the face to face interviews:
Accommodation establishments
Classified Hotels
Unclassified Hotels
International Travelers with multi country travel

experience.
Bread & Breakfast

Units and Home Stays
Restaurants
Interviews were conducted in the restaurants of these

accommodation units.
Corporate Houses / Multi National Companies

Employees of large corporate houses and multinational companies, who have experience in multi
country travel (countries travelled should be the 10 countries to be studied) would be interviewed
through the face to face mode in all the five metros to attain the objective of the study.
Page 17
2.2
ACNielsen ORG-MARG
OPERATIONAL METHODOLOGY
The operational methodology that adopted for achieving the objective of the study is as follows:
After thorough secondary research, design the questionnaires to be used for

interviewing the target respondents.
Contact the target respondents and fix interviews.
The interview of the tour operators will be conducted in the selected cities so as to get
a qualitative feedback of the competitiveness of the tourism sector in India in
comparison with selected countries.
The interviews of the travellers will be conducted at the mentioned accommodation

units and international airports in the selected cities.
Collate the data received from face to face interviews in excel format.
Thoroughly clean the data so as to remove erroneous data entries and achieve 100%
accuracy level.
Analyze the data as per the guidelines set by the Marketing Division of the Ministry of
Tourism
Present the analyzed data to Ministry of Tourism in the desired format
Page 18
2.3
ACNielsen ORG-MARG
STEPS TO ASSESS COMPETITIVENESS
The qualitative as well as quantitative feedbacks received and also the qualitative judgment made
through secondary research contributed to understand the competitiveness of tourism sector in
India.
For this purpose tourism sector in India is was compared with the tourism sector in similarly
placed countries like China, Indonesia, Republic of Korea, Malaysia, Singapore and Thailand; and
developed countries like France, turkey, USA and UK.
Turkey
UK
Korea
France
China
USA
India
Singapore
Malaysia
Indonesia
Assessment from Secondary Research

Extensive secondary research was carried out to arrive at the above by way of understanding the
following parameters of target countries; the competitiveness of tourism sector will be evaluated
by the macro parameters shown in the following table. These macro parameters in some cases will
be broken down into micro parameters. For example, infrastructure will have micro parameters
like accommodation facilities, roads, transport facilities, airport, flight connectivity, restaurants, etc.
As all the factors directly or indirectly influence the flow of tourist in a country as well as a tourists
plans the above parameters shall be further broken into different relevant micro level issue e.g. in
case of availability of infrastructure he following micro level parameters shall be assessed:
Page 19
Macro Parameters
Micro Parameters
INFRASTRUCTURE
Accommodation facility
ACNielsen ORG-MARG
Restaurants
Flight connectivity
Airport
Roads
Transport facilities
POLITICAL STABILITY
Mass political protests
OR SCENARIO
Strikes
Change in administration
E CONOMIC STATUS
GDP growth
Currency strength
Effect of Financial slowdown
S OCIAL ASPECT
Literacy rate
Social restriction or taboos
Malls and socio cultural events and festivals
GOVERNMENTS
TOURISM POLICY
Tourism products in place and also in the development stage

Investment in tourism sector
Marketing modalities like cost, medium, targeted segments etc.
Branding of tourism products
LAW & ORDER
Crimes against foreign travelers
SITUATION AT
Laws and regulations applicable for foreign tourists
OVERALL LEVEL
E NVIRONMENT
Pollution levels
Environment friendly tourism products
Environment sustainability through tourism
TAXES
Entertainment Tax
Service tax
Luxury Tax
Custom Duty
Any other taxes related to Tourism
VISA
Visa issuing time

Visa on arrival
Online Visa
Page 20
ACNielsen ORG-MARG
Each country will be mapped on the basis of available information through different sources &
finally to arrive a score of macro level say a1. Similar way the score will be worked out for each
macro level attributes with reference to different country from the available secondary information
(a2, a3,...,an). Thus the global average score shall be derived for all the factors which will lead to
arrive at competitiveness in tourism sector. The scores a1, a2, a3... an will range from 1 till 5, where
1 Very Poor
2 Poor
3 Average
4 Good
5 Excellent
These scores will be totally based on the consultants judgment based on the secondary sources of
information. The competitiveness is a summation of performance of the selected factors for each
country and the score will be critically calculated as follows:
Competitiveness of Country A = (performance a1+performance a2+. +performance an)
Competitiveness of Country B = (performance b1+performance b2+. +performance bn)
These sores will be analyzed for each country along with the primary scores (refer to Estimation
Methodology) to arrive at competitiveness.
2.4
ESTIMATION METHODOLOGY
A two-pronged comparison of scores from the secondary or desk research will be combined with
Primary survey scores to arrive at the conclusion regarding competitiveness in the tourism sector
amongst the 10 countries under study.
For each and every attribute and for each and every country, the primary and secondary
scores have been calculated and averaged out and mapped in the following manner to arrive
at Country Level Total scores and also Attribute Level Total Scores as depicted below. Please
note that for exclusive attributes (attributes/parameters evaluated in either secondary or
primary research) the average of primary and secondary scores is not done and instead the
sole score has been put at average score. Please note that the scores below are representative
only.
The chart just above will be repeated for the rest of the similarly placed countries as India and
separate analysis will be conducted for India vis--vis developed countries and India vis--vis
similar countries.
Finally all the 10 countries along with India have been mapped in a quadrant to put forth the
competitiveness in the tourism sector.
Page 21
Attribute
Score
Attribute 1
Attribute 2
ACNielsen ORG-MARG
Secondary
France
a1
Turkey
a1
USA
a1
UK
a1
India
a1
Total
a1
Primary
x1
x1
x1
x1
x1
x1
Average Score
(a1 +x1)/2
(a1 +x1)/2
(a1 +x1)/2
(a1 +x1)/2
(a1 +x1)/2
(a1 +x1)/2
Secondary
a1
a1
a1
a1
a1
a1
Primary
x1
x1
x1
x1
x1
x1
Average Score
(a1 +x1)/2
(a1 +x1)/2
(a1 +x1)/2
(a1 +x1)/2
(a1 +x1)/2
(a1 +x1)/2
Sum1
Sum2
Sum3
Sum4
Sum5
Sum5
Total
Note: the primary score is the score for that attribute divided by the respondents who have visited the
particular country.
2.5
SAMPLE SIZE
a. International and Outbound Indian Travelers (with experience of multi country

travel)
The sample size for the travelers has been determined as per the directions of the
Marketing Department, Ministry of Tourism, Government of India. The sample size
in this case is as follows:
Coverage Areas
At each Metro
Total for each Metro

Total Sample
Total Sample Size
Sample size and Coverage

International
Travellers
Outbound Indian
Travellers
100
50
International
Travellers
Outbound Indian
Travellers
500
250
Please note that a quota of 10% respondents per foreign country will be put for the primary
survey. Hence minimum 10 respondents should have experience of travelling one of the 10
countries being studied.
b. Tour operators and Travel agents
A total of 50 Tour operators and travel agents i.e. 10 per metro city have been
interviewed to solve the purpose of the study.
Page 22
ACNielsen ORG-MARG
CHAPTER III
SECONDARY RESEARCH FINDINGS
3.1 INTRODUCTION
Tourism contributes in a major way to a countrys economy nowadays. Millions are being spent by
every country to make it a better tourist destination. 2010 witnessed a grand total of 940 million
international tourist arrivals worldwide, which marked a 6.6% growth compared to 2009. Though,
2008 had witnessed a downfall in the tourism market due to the recession showing just a 2%
increase as compared to 5.7% in the previous year. Then again in 2009 due to the H1N1 influenza
virus the world tourism sector again suffered a 3.8% decline. By vigorous advertising and
marketing of the tourism sector by most of the countries, 2010 saw a 6.6% increase again.
World Tourism Rankings
RANK COUNTRY
UNWTO
REGIONAL
RANKING
INTERNATIONAL
TOURIST ARRIVALS
(2010)
INTERNATIONAL
TOURIST ARRIVALS
(2009)
CHANGE
2009 TO
2010
France
Europe
76.8 million
76.8 million
0%
USA
North America
59.7 million
55.0 million
+8.7%
China
Asia
55.7 million
50.9 million
+9.5%
Spain
Europe
52.7 million
52.2 million
+1.0%
Italy
Europe
43.6 million
43.2 million
+0.9%
UK
Europe
28.1 million
28.2 million
-0.2%
Turkey
Europe
27 million
25.5 million
+5.9%
Germany
Europe
26.9 million
24.2 million
+10.9%
Malaysia
Asia
24.6 million
23.6 million
+3.9%
10
Mexico
North America
22.4 million
21.5 million
+4.4%
Table 1: Top 10 tourist destinations in the world
Page 23
ACNielsen ORG-MARG
Tourism is a vital element for many countries like France, Egypt, Greece, Lebanon, Israel, the United
Kingdom, Spain, Italy, Mauritius, The Bahamas and Thailand. It brings in large amount of income in
payment for goods and services available, it contributes an estimated 5% to the world wide gross
domestic product (GDP), it also creates opportunities for employment in the service industries
associated with tourism.
Tourism is a vital element for many countries like France, Egypt, Greece, Lebanon, Israel, the United
Kingdom, Spain, Italy, Mauritius, The Bahamas and Thailand. It brings in large amount of income in
payment for goods and services available, it contributes an estimated 5% to the world wide gross
domestic product (GDP), it also creates opportunities for employment in the service industries
associated with tourism.
3.2 INDIA IN WORLD TOURISM RANKINGS

Tourism in India accounts for 2.5 percent of the GDP, the third largest foreign exchange for the
country. India fails to be one of the 20 top destinations in the world; in fact it doesnt even make to
the top 10 destination ranking in Asia Pacific region. India ranks 42 in the United Nations World
Tourism Organization rankings for tourism arrivals in the country. Over the past six decades,
tourism has experienced continued growth and diversification to become one of the largest and
fastest growing economic sectors in the world. As growth has been particularly high in the worlds
emerging regions, the share in international tourist arrivals received by developing countries has
steadily risen, from 31% in 1990 to 45% in 2008.
3.2.1 National Tourism Policy, 2002
A National Policy on Tourism highlighting the importance of the sector and the objectives of
tourism development in the country was presented in Parliament in 1982. The policy did not
emphasize the role of private sector, and foreign investment was not envisaged. The policy also did
not lay adequate emphasis on domestic tourism and the need for product development. As such, the
Ministry of Tourism had prepared the National Tourism Development Policy, 2002, with the
objective of positioning tourism as a major engine of economic growth and to harness its direct and
multiplier effects for employment and poverty eradication in an environmentally sustainable
manner. It was felt that at the institutional level, a framework would have to be evolved that is
Government-led, private sector driven and community-welfare oriented. Sustainability was
envisaged to serve as the guiding star for the new policy. The development and management
strategies was to be so worked out as to ensure that tourism largely acts as a smokeless industry
and its ecological footprints remain as soft as possible. No one engaged, directly or indirectly, in the
tourism industry is to be allowed to secure short-term gains by resorting to what has been called
the darker side of tourism. Neither over-exploitation of natural resources should be permitted nor
the carrying capacity of the tourist-sites ignored. Special thrust was to be imparted to rural tourism
and tourism in small settlements, where sizeable assets of our cultural and natural wealth exist. It
Page 24
ACNielsen ORG-MARG
was also envisaged in the policy that a section of the State police should be earmarked to act as
tourist police and special training should be imparted to it.
Broadly the policy attempted to:
Position tourism as a major engine of economic growth; Harness the direct and
multiplier effects of tourism for employment generation, economic development and
provide impetus to rural tourism;
Focus on domestic tourism as a major driver of tourism growth.
Position India as a global brand to take advantage of the burgeoning global travel trade
and the vast untapped potential of India as a destination;
Acknowledges the critical role of private sector with government working as a proactive facilitator and catalyst;
Create and develop integrated tourism circuits based on India's unique civilization,
heritage, and culture in partnership with states, private sector and other agencies;
Ensure that the tourist to India gets physically invigorated, mentally rejuvenated,
culturally enriched, spiritually elevated and "feel India from within".
3.2.2 Tourism Attributes in India
India as a tourist spot is rising but its growth is comparatively very slow as compared to rest of the
countries. In 2010 it reached the 40th place in the tourism ranking chart from the sustained 42nd
position in the previous years 2008 and 2009. The slow growth in tourism can be attributed to lack
of management, lack of proper advertising and marketing strategies, cleanliness, infrastructure,
technology, hygiene and sanitation. Though India has a lot of attraction like culture, history,
architecture, food, warm people, scenic beauty, temples, festivals, colours but the negative points
overshadow the positives. When a tourist looks at a beautiful piece of Indian architecture say Red
Fort the moment they step out they see litter here and there and they forget the beauty of what they
had seen and go back with the picture of the dirt that they saw. A major boost to India which serves
as a great attraction to it is Taj Mahal which is one of the Seven Wonders of the World. Domestic
tourism is also a major factor which is contributing to the growth in tourism sector. The advertising
campaigns of India like Incredible India have been famous but they fail to attract a major section of
travelers because it showcases only one aspect of Indias tourism. The advertising sector needs a lot
of improvement and once this is done a lot of improvement will be witnessed in the tourism sector.
India is believed to be one of the top most tourism spot from 20092018, having the highest 10year growth potential according to the World Travel and Tourism Council (WTTC). Only a slight
improvement in these areas can result in a huge improvement in the tourist visits. People are bored
of visiting the same places again and again and now want to go to new places and thus India offers a
huge scope of witnessing new places, new cultures, new traditions, and new festivals. This is the
reason why India is considered to be one of the most promising markets in tourism sector. Also,
due to the shift in economy and a growing middle class in India is expecting a huge increase in the
domestic tourism sector.
Page 25
ACNielsen ORG-MARG
The major reasons which stop India from making the top would be:
a) Lack of marketing: though India has had good and impactful campaigns like Incredible
India and Athiti Devo Bhava they both lack the welcoming aspect for tourists. It only
focuses on portraying the art and culture but what they are missing out is that it is not
always about culture and art they should also focus on advertising adventure, fun, and
relaxation. They should keep in mind that every consumer is different and thus their
campaign should be designed to cater to an audience as large as possible.
b) Hygiene: it is a known fact to anyone who has visited or stayed in India even for a span of 5
minutes that hygiene is an area which needs a lot of focus. UK, USA, France etc are clean and
thats also a reason why they have made it to the top 10 list and India hasnt. Those
countries have strict rules against littering the roads or making a place dirty whereas more
than 80% of people in India use the roads as bins.
c) Population: India is the second most populated country in the world and this in turn leads
to many problems like poverty, pollution, lack of jobs intern leading to increasing crimes
rates, frauds. This leads to a downfall of international tourist in India.
Though, a lot is being done to improve the tourism sector. US$ 15.70 million was spent on the
advertising campaign of India Incredible India in the year 2007. It faces tough competition from
China which ranks third in tourism rankings. About 700,000 tourists from Britain and almost the
same number from the U.S came to India last year. Major areas being looked after by most of the
countries:
Domestic tourism
Removing the limitations of their nation in being season specific destination
Acting as better information guides to tourists about their country, with the use of
internet websites phone apps, TV etc.
Better and new advertising campaigns
Hosting major events like Olympics, to increase tourist arrivals in their countries
Providing skill management classes
Better division of hotels
Developing the not so developed and unexplored places in the country into new
tourist destinations
Working on infrastructure roads safety of tourists
Page 26
ACNielsen ORG-MARG
Providing schemes and holiday packages the foreign tourists as well as domestic
tourists
Making visa availability an easy task so that more tourists can come visit their
countries
Organizing festivals and events to attract tourists
Tourism is presently the largest economic grosser for countries after manufacturing and exports.
With strong economies, technological advancements tourism growth is here to stay. The flexibility
of the tourism sector depending on market needs is an advantage as well as a disadvantage. Most
countries understanding the benefits of tourism and little side effects are being driven to promote
and enhance tourism opportunities respectively. Tourism nowadays is something which cannot be
avoided and with the amount of profits, it is bringing to the economies of various countries. More
and more countries are trying to shift their attention to boost up this upcoming sector. In the
following pages we provide a discussion on development of tourism industry in some of the
developed and developing economies of the world.
3.3
COUNTRY-WISE ANALYSIS OF TOURISM POLICIES, PROMOTION & MARKETING
3.3.1
FRANCE
France endowed with a diversity of resources is top ranked at 11.2 percent of world tourist arrivals.
Tourism in France accounts for 6.3% of Gross Domestic Product (GDP) and provides 1.8million
jobs, 75% of which are permanent jobs. The industry comprises 165,000 enterprises in the hotel,
cafe, restaurant, travel agency and tour operator sectors. According to an annual study on public
funding for tourism in France, departmental appropriations for tourism in 2007 amounted to 594
million. This accounts for 0.17% of the state budget (payment appropriations) 2. With its mountain
ranges, coastline, rich cultural heritage, famous museums and lots of romantic locations it manages
to attract the maximum number of foreign tourists.
3.3.1. i
Tourism Policy & Laws
The French Tourism Policy focuses on strengthening France as a tourist destination and increasing
tourism economy by meeting tourist demands. It aims to promote social tourism giving better
access and providing better quality of tourism product to every traveler. Tourism in France was
taken off the public sector in the 1980s and placed under a new institutional structure based on
public-private partnerships. The Ministry of State undertakes promotion and regulation of tourism
activities through various departments including the Maison de la France, Plan Qualite Tourisme,
France Tourism Report, 2008, at
http://ec.europa.eu/enterprise/sectors/tourism/files/annual_reports/fr_2008_en.pdf
2
Page 27
ACNielsen ORG-MARG
the National Vouchers Agency, ODIT-France, etc. These agencies ensure promotional activities,
quality of tourism product, reimbursements to service providers and expert analysis and advice on
all public-private partnerships in France and abroad respectively.
In order to promote tourism and protect tourists the French government regulates travel agents,
while maintaining a high level of protection to consumers, reorganizing the strict liability of
operators to operate under international convention. Article L211-16 of the code of tourism makes
any person engaged in organizing or distributing of a package, personally liable to the services
provided and to the safety of the passenger. The law explicitly guarantees the safety and quality of
product to the consumer / tourist who can undertake a journey without being cheated or harassed.
At the same time, Law No. 2009-888 provides financial security and professional liability insurance
to all people engaged in the field of selling travel or accommodation. In 2008, some three million
workers received holiday vouchers out of which only about 30,000 were employed in businesses
with fewer than 50 employees. Upgrading hotel establishments and creating a new classification of
cottages are some of the infrastructural provisions provided by the law.
Domestic tourism in France remains strong recording the highest number of domestic tourists
compared to any other country. Frances close proximity and transport links with its European
neighbors and UK have made France a popular destination for short haul holidays or long weekend
destinations. The French government is well versed to service its ever growing tourism sector.
Organizing and hosting international events such as the Soccer World Cup in 1998, increased
foreign tourist arrivals by 4.7 percent nearly double the worlds average growth rate as per WTO
statistics. The downside of this was feared by the industry that might lead to reduction of tourist
arrivals in lieu of the games. France does suffer from little supply of high category hotels beyond the
Paris region, which limits the tourism industry to a particular region. The tourist composition in
France is varied with large numbers arriving from America and Europe. Asia and South America are
emerging economies are worthy markets which the French tourism industry has to adopt to in
order to cater to needs of visitors from these regions in the future.
3.3.1.ii
Tourism Promotion & Marketing
The France Tourism Development Agency is responsible for promotion and marketing of tourism
products in France. It organizes road shows, campaigns, events and festivals, workshops, conducts
training sessions and arranges tailor-made press-trips; all designed to best suit the interests of the
target groups comprised of the members of travel trade, media and the general public. The strategy
focuses less on iconic symbols, such as the Eiffel Tower and Cote DAzur, and more on gastronomy,
film and other cultural attractions.
In order to increase people to people links between the two countries the French government
facilitates visas to visit France in India. The exhibitions portray an eclectic mix of what France has
to offer in terms of tourism opportunities, including high end destinations and products, ski and sea
Page 28
ACNielsen ORG-MARG
side resorts, transportation and hospitality partners, shopping and other attractions. The
campaigns are aimed at providing todays affluent traveler a window to France. The French tourism
industry uses popular media to communicate three primary themes visually to its audience:
History presenting culture,

Romance presenting ambiance, and
Innovation presenting urbanity
As media has progressed, it has been more important than ever to adjust these advertisements in
order to match the media consumption preferences of specific European nations. Current
campaigns in various European nations in the North Atlantic, North Central, and Mediterranean
regions of Europe not only build upon media trends in these regions, but also these nations'
diplomatic relationships with France, and therefore Paris. While the digital sector is still relatively
new to Parisian tourism advertising, great strides are being made to take these campaigns online.
Media campaigns designed to capture the imagination of one and all and get viral with its simplicity
are the hallmarks of French tourism. Frances Will it Mix campaign with a dash of humor has taken
the blending idea in the right direction, saying that France wants to prove to the rest of the world
that they can mix well with other cultures. Air Frances new ad campaigns are designed around
themes which represent the strengths of Air France's offer and commitment such as
frequencies/network, innovations/services, its constant presence and local involvement. Tourism
ministry in France promotes events, festivals such as the cycling festival in July 2011, to showcase
the countryside and natural beauty of the country. Hollywood movies are also an important form of
promoting the country abroad, for example, The Tourist, 2010, shot in France opened to an
international audience showcasing the countrys tourist destinations.
France Unveils New Brand Logo and Website

On July 14, 2011, France celebrated its first annual international Destination France Day. On
Bastille Day, the French government and Atout France hosted three international events to
establish Frances national holiday as the day to celebrate France as a top travel destination. Parties
were hosted in Paris, New York and Shanghai. All three events featured live performances, fashion
shows, exhibitions, and French music.
Page 29
ACNielsen ORG-MARG
The logo serves as the linchpin for a new communication strategy that unifies all the sectors of the
French tourism industry. The updated logo includes a representation of Marianne, the national
emblem of France, as well as the phrase Rendezvous en France to inspire and welcome the public
to travel to France. The logo also includes the new French tourism website at
www.rendezvousenfrance.com, which is being completely updated to make it more interactive for
visitors.
3.3.1.iii
India versus France: A Comparative Analysis
France continues to be the most popular tourist destination in the world. Hygiene, cleanliness and
proper management of most of the sectors are responsible for its popularity. Paris proves to be its
major attraction though efforts are being made to develop the rest of the areas and make them
competent enough to come at par with Paris. The domestic tourism also remains strong adding to
its popularity. France with its progressive policies provides high level of security to tourists and
regulates travel agents, reorganizing the strict liability of operators to operate under international
convention.
India, on the other hand is still a developing country, where France has to make changes and
improve what is already there India is still on the path of making available the basic requirements
for tourists. Frances major concern is to sustain its position whereas India faces a tough
competition from other developing countries to come out of its current 40th position. Like France,
India too has a huge variety of resources, a rich history, rich culture, natural beauty, good food but
where it lacks is the management section, infrastructure, safety such issues refrain people from
coming to India. And that is exactly why France attracted 78.95 million foreign tourists whereas
India managed to host just a total of 4.93 million tourists in 2010.
3.3.2 TURKEY
Turkey, a country of nearly 80 million, has been home to countless cultures and empires over the
millennia. Due in large part to its rich past, today Turkey is one of the top ten countries in terms of
tourist arrivals and revenues. According to the Ministry of Culture and Tourism, 28.6 million people
visited Turkey in 2010, an increase of nearly 6% over 2009. Its goal is to be among the top five
tourism-driven countries, a big challenge given the priority that tourism is receiving from
governments worldwide. Turkeys focus on the sector is driven in part by the significant impact that
tourism has on its economycontributing approximately $22 billion to GDP in 2010. In fact,
tourism is so important that the government provides subsidies to local authorities to boost their
tourism offerings. Over the past year, this support increased eightfold.
The countrys geographic diversity presents natural beauty for any taste, from sandy coastlines,
pine forests and snow-capped mountains to majestic rivers and some of the most amazing geologic
Page 30
ACNielsen ORG-MARG
formations on earth. Meanwhile, its rich history affords myriad cultural and faith tourism options.
Visitors will find no shortage of enjoyable experiences, from relaxation at sun, sea and sand resorts,
gastronomic adventures and World Heritage Sites to thousand-year-old historic buildings, whirling
Dervish performances and classical concerts. The countrys location at the crossroads of continents
and trade routes has given Turkey a legacy of unmatched shopping.
3.3.2.i
Tourism Policy
The government of Turkey through its Five-Year Development Plans is giving increasing
importance to socio-cultural and environmental issues since the 1980s. They are entitled to
maximize utilization of tourism resources to increase national economy and foreign currency
earning. As a result of the neo-liberal policies of the 1980s, the emphasis on tourism goals shifted
to macro-level planning and tourism policy making in cooperation in the private sector focusing on
sustainable development and balanced growth. The Ministry of Tourism and Promotion is
responsible for planning, implementation and standardization of tourism services, products and
establishments. The Turkish government also makes special efforts to increase investments in
tourism by providing incentives, adjustments in the taxation regime, sectoral grant mechanisms,
etc.
A number of professional organizations such as the Turkish Hotel Association, the Turkish Tourism
Investors Association, the Tourism Development and Education Foundation, the Kemer Tourism
Promotion Foundation, the Promotion Foundation of Turkey, the Turkish Private Air Carriers
Association, the Association of Bus Operators, etc came up along with the Ministry of Tourism and
Association of Turkish Travel Agencies. Some of these organizations were founded by state and
private sector partnership, while others were established by the encouragement and support of
state and operated with the principles based on cooperative efforts of central, local and private
organizations. The other organizations, realized serious projects and attempted to create new
forms and patterns of partnerships with central, local and public bodies, other sectoral
corporations and, even, international tourism organizations.
Turkeys 3 big cities, stanbul, Ankara and zmir, together with the popular holiday destinations,
Antalya, Mula and Aydn dominate the hotel market in Turkey. Currently, hotels in Turkey have a
capacity of 567,470 beds. In addition, there are many hotels under construction with an additional
capacity of 258,287 beds. The CAGR in bed capacity between 1998 and 2008 has been 6.1%3.
The aviation market in Turkey has demonstrated considerable growth in the last decade. Until
2002, the market was not yet open to competition, being a monopoly for the national operator
Turkish Airlines. After 2002, various steps were taken to liberalize the market, which resulted in a
rapid increase in the number of domestic passengers, recording a CAGR of 25.2% between 2002
and 2008. In the same period, the number of international passengers grew with a CAGR of 8.5%.
http://www.kulturturizm.gov.tr/genel/text/eng/TST2023.pdf
Page 31
ACNielsen ORG-MARG
Compared to the monopolistic situation in 2002 where Turkish Airlines owned 150 aircraft, at
present, there are 5 airline operators who own a total of 270 aircrafts4.
New Goals of Turkish Tourism

Turkish tourism presently focuses on development of an efficient and competitive tourism
structure that attracts both international and domestic tourists extending economic benefits to all
regions, while preserving and enhancing the countrys natural resources and cultural heritage. The
government is incessantly encouraging through policy and investment mechanisms, diversification
of tourism sites to inland locales, promoting winter locales, incentive travel, cultural tours, special
interest tours, etc.
Audio-visual communication and proper media inclusions are to be widely used for education and
dissemination of tourism agenda among target groups and communities to have higher impact and
susceptibility. Top priority is to be given to raise qualified and competent labor force for the
tourism industry. It plans to stage organizations that can impart informal education schemes to
help create awareness on various aspects of tourism at community level. It aims to improve the
individual skills and qualifications of working people in tourism business and target larger
community groups5. To meet the demand supply chain requirements the government also plans to
capacitate staff on emerging trends in tourism industry by incorporating them in tourism syllabi.
Turkeys success as a tourism destination largely lies on its unique historical and archaeological
sites, natural attractions, suitable climate, etc. Thus, the marketing and branding are to highlight the
rich cultural heritage and natural landscape of the country. Tourism efforts are in line, to plan and
develop city tourism in the major cities of Ankara, Istanbul, Izmir and Antalya as well as increasing
the credibility of tier cultural destinations in the country. The plans are to be carried out through
cultural branding, restoration of architecture and promotion of events, arts and crafts, history in
consonance with international standards.
3.3.2.ii
Turkeys marketing and promotion is based on its eclectic mix of old and new worlds. The strategy
is to reach the demographic that travels to the Mediterranean region by communicating Turkey as
an eclectic destination with modern cities, beaches, historical landmarks and mountains that have
the old-world European charm. The campaign strategy positions Turkey as the go-to destination for
anyone wishing to experience the history and allure of European culture. The treatment of cultural
attributes of Turkey aim at selling the exotic and mundane to the unknown.
Turkish tourism targets countries such as the United States, India, and Singapore as part of its
global marketing campaign which offers creative features like hot-air ballooning over scenic
4
5
http://akademik.mu.edu.tr/data/06020000/resim/file/9-6%20ahmet%20nohut%C3%83%C2%A7u.pdf
Page 32
ACNielsen ORG-MARG
Cappadocia, one of the many enticing activities travelers can enjoy in Turkey. The Turkish
government has earmarked budgetary allocations of US$ 5,00,000 for its advertising campaign in
India 2010. Turkey is therefore, aggressively promoting 365-day destination, showcasing its
various facets from culture, civilization, archeological sites, diverse landscape and coastline. Turkey
entered India in 2008, and since then has been working to create India as a key source market. The
aim is to look at growing tourism across the Turkish landscapes rather than just in pockets. Turkey
is aiming to create awareness in the tier two cities of India. One key area that Turkey is focusing on
is the weddings segment.
The advertisement campaigns are designed keeping in view the target countrys cultural and social
choices. The campaign designed by Turkish visual designer created visuals that resembled
Hollywood film posters increased US tourist traffic by 30 percent in 2011 in comparison to the
previous year. Turkey in an innovative campaign launched a major nationwide taxi advertising
campaign with Taxiadvertising.com. The campaign consisting of 85 fully liveried taxis was seen in
London, Birmingham, Manchester & Glasgow in 2011.
Turkeys publicity campaigns are broadcast in more than 83 countries alongside numerous
promotional campaigns in countries across the world. The government arranged numerous
promotional campaigns in the first half of the year in Eastern European countries such as Ukraine,
Moldova, Bulgaria, Romania and Poland, as well as in Greece, Bosnia and Herzegovina, and
Macedonia promoting family holidays and meeting facilities in Turkey. The Turkish campaign is not
limited to the country's closest neighbors, but has also reached other countries, including Japan,
China, South Korea, Malaysia, Indonesia, Singapore, Thailand and India, as well as some of Turkey's
Central Asian neighbors, Azerbaijan, Kazakhstan, Turkmenistan, Azerbaijan, Uzbekistan,
Kyrgyzstan and Tajikistan.
Health Tourism in Focus
Turkey hosted the Third International Health Tourism Conference in 2010, and the fourth annual
event will be held in Istanbul this October. Turkey is promoting its health tourism sectoran
opportunity to leverage its springs and mud baths, alongside its deluxe resorts and its existing
healthcare industry. And, as with all its tourism offerings, multiple price points play a role in the
appeal. Turkey in the coming years is aiming to expand its share of medical and healthcare travel. In
Page 33
ACNielsen ORG-MARG
order to increase the number of international patients, the Turkish Health Tourism Organization
(TUHETO) will promote medical tourism in Turkey at a number of medical travel events in
Switzerland, Kazakhstan, Azerbaijan, Ukraine, and Dubai this spring.
Turkish Airlines is also keen to jump on the bandwagon, and has recently launched a special
support package for healthcare institutions that invest in medical travel. The package offers special
discounts and other incentives for patients traveling to Turkey for medical and healthcare
treatment. In the support package, Turkish Airlines offer a favorable discount of 25% for patients
traveling from the United States, and 20% discount for patients travelling from other countries
around the world6.
Istanbul holds around 100 special events throughout the year, spanning themes of international
importance and local interest. The jazz and film festivals are major events, attracting spectators and
performers from around the world.
Movies for Tourism Promotion
Troy the movie which was shot in Turkey was a very successful venture to help the country with its
tourism sector. Turkey marked a 73% increase in the tourism sector after the release of the film
which is a very commendable thing.
3.3.2.iii
India versus Turkey: A Comparative Analysis
In 2010 Turkey bagged the seventh position in the world tourism charts with nearly 27 million
people visiting that country. Turkeys ahead of its rich culture and historical background. Istanbul is
a popular destination for spa and healthcare. Turkey surrounded by three seas and suitable climate
makes it a perfect summer holiday destination.
In India the spa and healthcare facilities are still developing and have a lot of potential for
improvement. The tourism policies of Turkey are much more focused and to the point in
comparison to India. Turkeys advertising campaigns are focused and designed keeping in view
each countrys socio-cultural complex catering to the majority demands of the concerned
populations. The message and the means to reaching to them would be different. Turkeys intense
advertising campaigns make them visible and eye catching.
3.3.3 UNITED KINGDOM
Page 34
ACNielsen ORG-MARG
Tourism in United Kingdom relies on international tourists as domestic expenditure is less than 40
percent of total spending on tourism. Thus, the Department of Tourism aims to increase domestic
spending in Britain from a meager 20% increasing the number of people travelling in UK to equal
the number of people travelling abroad. The department is targeting the World Olympics 2012
event to increase the number of tourists to the country to four million extra tourists creating 50,000
new jobs over the next four years. UK promises to launch a strong and creative marketing campaign
to overcome these potential pitfalls, and capture the potential tourism opportunities which the
London Olympics Games can deliver.
3.3.3.i
Tourism Policy
The Tourism department aims to increase tourist inflow and tourism economy by
Increasing manpower by number of apprenticeships across the industry. Improve staff and
management skills to raise standards, through education and skill development and ensure
enhanced capacities. Develop leadership and management skills for small and medium
enterprises through local training and guidance. . The Sector Skills Council has dramatically
simplified the number of qualifications on offer, reducing the overall number by 50% from
around 500 to 250 to create clearer career paths across the sector, and launched
www.uksp.co.uk to help people find local training provision. In addition the government
also encourages enterprises to be more resilient to weather changes and adapt accordingly
dealing better with their competitors7.
Efficient and speedy disbursement of visas using advanced technology and applications to
disseminate information. Improving visa availability by delivering online application
facilities as fast as possible. Making available shorter simpler applications for lower risk
applicants with guidance available in local languages. Planning is also in process to Share
visa centers with trusted allies, to increase their numbers so theyre closer together, making
them easier and less expensive to reach.8
Improve traveler experience by improving ports and airports and using advanced
technology such as e-passport gates, etc. Britain ranks 11th in the top twenty for ground
transport and tourism infrastructure, and in the top ten for air transport infrastructure and
ICT infrastructure. There is extensive investment taking place such as at Heathrow &
Gatwick investing 1bn over the next five years, etc., to improve infrastructure across the
country9.
Tourism in UK is massive and dependent on public funds for much of its marketing activity, the
reason being the sectoral need for tourism firms to co-operate in promoting a shared visitor
destination, rather than just their individual attraction, restaurant or hotel. UK has large number of
destinations of varying qualities, and therefore individual examples of successful co-operation dont
http://www.hotelnewsnow.com/media/File/PDFs/Reports/20110304_UKtourismpolicy.pdf
ibid
9 ibid
Page 35
ACNielsen ORG-MARG
spread easily or routinely to other parts of the country. In order to eliminate structural problems,
there is a need to create and grow the structure of the organization which will be needed for the
sector to organize and fund its own collective marketing in the future. This could be a means to
reduce taxpayer funded marketing which will be dependent on how much market failure can be
removed. Such created focused tourism bodies will focus on marketing and management of tourism
destinations at the local level through local bodies. Consumer protection for travelers and holiday
makers is covered by the Package Travel Regulations, for travelers who buy packages from
registered UK based travelers, which ensures quality of service or refund by the organizer, to the
consumer.
The British government makes efforts to identify alternative attractions besides London. London is
easily the strongest and most attractive destination. It hosts the countrys largest share of overseas
visitors having one of the greatest concentrations of visitor attractions from internationally-ranked
museums, theaters, royal palaces, etc. The government aims to rebalance the economy away from
London and the southeast and support the Regional Growth Strategy10.
Making Tourism Industry Competitive
In order to make industry competitive the British government plans to aid and enhance the tourist
experience with better tourist information on local destinations, transport networks, facilities
available using advanced technology. One of the most frequently cited restrictions on visitor
economy is the difficulty of getting planning permission to develop or expand a tourism attraction.
The current system is too complex, slow, expensive and hard to predict, which makes business
investments harder and creates a permanent drag on our economic performance11. As a result, the
British government has announced plans to make the planning system simpler, faster, cheaper and
easier to use, by returning more decision-making powers to local councils, with fewer complicated
national guidelines. The tourism season can also be extended significantly if the first May Bank
holiday was moved to create a new landmark holiday celebration as well.
In order to cut down on red tape a series of initiatives have been introduced tailor-made for the
economy including a one-in, one-out discipline on every new law and regulation, meaning that
everyone must cut or reduce an old piece of red tape before new ones can be introduced and the
bureaucratic burden and costs of the regulation which is being deleted must be larger than the new
one thats being introduced. Regulations will cease to be law after seven years unless Parliament
has confirmed they are still necessary and proportionate, or they were explicitly set to have a
longer timeframe. Undertaking an immediate and radical review of every quango12 and merge, close
or reduce as many of them as possible. The government has initiated an immediate review of
employment laws making them more flexible and intuitive while still protecting staff from
unfairness.
12 http://en.wikipedia.org/wiki/Quango
10
11
Page 36
ACNielsen ORG-MARG
The British government has introduced a series of carefully targeted tax changes, which will help
businesses in the visitor economy, while retaining the fiscal base. The government plans to abolish
longstanding tax breaks on furnished holiday lettings. It plans to make the tax regime simpler for
small firms and make efforts to increase the proportion of small firms who claim this valuable tax
break by making the process automatic.
In order to enhance traveler experience the government aims to reduce port transit timings by
offering shorter minimum timings for check-ins and transit periods. A major concern on the part of
British government authorities to enhance experience is the improvement and repairs of road and
rail networks. The impact this has on both in terms of the economic effect on the UKs tourism
industry and also on the measures that could be implemented to mitigate the impact that the
disruption causes.
The costs to the aviation industry have risen in recent years due to increases in oil prices and Air
Passenger Duty. The British government would explore changes to the aviation tax system and that
major changes would be subject to consultation13. Clearly, the tourism industry will need to adapt
to deal with these economic and regulatory pressures. The issue of changes to the aviation tax
system has been raised by a number of tourism stakeholders in recent months.
3.3.3.ii
The British tourism industry efforts to attract and retain tourists rides high on their media
campaign that use popular faces on television and cinema as well as takes a dig on the British sense
of humor to promote British tourism. Designed to lure more overseas tourists to the UK, the adverts
are being complemented by short films from each celebrity, shot in a location of their choice. The
adverts named Visit Britain are ushering in visitors to witness once in a lifetime events such as the
royal wedding as well as the royal wedding conducted in 2011.
A major global TV advertising campaign featuring Tony Blair, armour-clad knights and several
Wellington boots, is due to hit television screens across Europe, the US and Canada in the next few
days. The multi-million 'quintessentially British' TV campaign lies at the heart of the British tourism
industry's 25 million 'Only in Britain. Only in 2002.' integrated marketing campaign launched this
year. With a total media spend of 7 million across seven different countries; this is the most
significant investment ever on TV advertising to promote British tourism.
Advertising is being used to target prospective visitors in seven key markets: US, Canada, Germany,
France Ireland, Belgium and The Netherlands. The TV adverts are supported by PR, direct mail and
print advertising. All the PR and marketing activities direct visitors to either their local travel agent
or a special website. Both routes provide access to over 1500 unique offers and deals from the
British tourism industry, giving visitors the chance to save hundreds of pounds off the cost of a
holiday to Britain this year.
13
Page 37
ACNielsen ORG-MARG
Visual Campaigns
TV tourism is another form where tourists love nothing more than visiting the sites where the
magic of their favorite show happens. Thus, attracting thousands of domestic tourists to locations
such as Dwontown Abbey, Highclere Castle in Berkshire, Barry Island, Yorkshire village of
Holmfirth, etc, where their famous TV series are being shot or set.
United Kingdom targets the huge Indian market with great care as well as ease. UKs historic
connections with India and more recently the goodwill created by Bollywood Hindi movies have
certainly made UK a travel destination for many. The marketing campaign aims to attract and invite
people to visit and explore the destination. Britain welcomed over 3,66,000 Indian visitors in 2010,
recording a 34 percent increase over 2009. Indian travelers spent approximately 358 million
pounds during their travel to Britain, registering a growth of 33 percent over 2009.
Movies have definitely helped increase United Kingdoms popularity in different countries as
presented below.
FILM
IMPACT ON TURIST REVENUE
Sense and sensibility
39% increase
Braveheart
300% increase in visitors year after release
Heartbeat
Three times the number of normal visitors in 1001
Harry potter
All locations in the film saw an increase of 50% or more
All creatures bug and small
Generated 5m for Yorkshire Dales
To the Manor Born
37% increase between 1978 to 1980
Middlemarch
27% increase in 1994
Four weddings and a funeral
Fully booked for least 3 years
Mrs. Brown
25% increase
Pride and prejudice
150% increase in visitors
3.3.3.iii
India versus United Kingdom: A Comparative Analysis
United Kingdom, in 2010 was at the 6th position in the world tourism ranking hosting nearly 28.13
million tourists. UK remains ahead of India in terms of technology, infrastructure, cleanliness,
management and policies apart from that UKs major attraction include parks and museums which
are enough to draw a lot of tourists to its country. They also follow vigorous advertising campaigns;
make the use of movies to broadcast their countries highlights, these reasons are pushing UK ahead
of India. Some of the down sides of UK are its strong currency when compared to the Indian rupee.
UK also has lot of racism; local crime rate is high and is often found by the tourists as disturbing.
Page 38
ACNielsen ORG-MARG
The taxes in UK is a major issue though the government has launched various policies to cut taxes
still it fails to meet the expectations of the tourists. This is an area where India is ahead tourists
describe India to be a location for an economical trip. India has a lot more destinations to offer,
which require aggressive promotion and marketing.
3.3.4
CHINA
China is currently the third largest grosser of international tourist arrivals in the world. Chinas
increase in tourist traffic can be attributed to its aggressive marketing policies and economic
growth in the past two decades. During the same time, China has also made great strides in fast
development of transport infrastructure providing wide-ranging travel for domestic and overseas
tourists. the hospitality industry has also expanded through renovations and new constructions to
satisfy all levels of requirement aiming for both domestic and international visitors in all major
medium-sized cities and scenic spots around the country. China currently has 9751 hotels with star
ratings, 1,364 international travel agencies, 249 of them located in Beijing, Shanghai, Tianjin and
Chongqing.14
Chinas aggressive marketing campaigns and branding exercises have given good returns. Theme
based promotions since 1992, for example 2005 was China Travel Year and Beijing 2008 Welcome to China, have created a strong impression of the Chinas tourism approach through the
years. In order to strengthen exchange and cooperation with the international tourism industry, the
China National Travel Administration plans series of related events in cooperation with countries
providing a comprehensive platform to tour companies and customers in different parts of the
world.
3.3.4.i Tourism Policy
Outbound Tourism in China
It has been noted that the world attention to Chinas tourism has been shifted from China visit to
Chinese Visitors. Driving promotion campaigns from overseas governments and the industry have
aroused desire and enthusiasm of the Chinese residents for outbound travels. In recent years,
aiming at the Chinese market, overseas destinations have arranged a host of promotion campaigns
in the name of Year of Visit or cultural weeks or road shows, tourism commercials and
advertisements have flooded in on various media to introduce their tourist attractions and
products. Chinas national economy has maintained a sound growth in the past two decades and the
countrys annual GDP ahs kept around 8-10% or more. The strong Chinese currency in the recent
years despite the recession and increase private foreign exchange savings has increased the
purchase power parity of the people.
14
http://en.wikipedia.org/wiki/Tourism_in_China
Page 39
ACNielsen ORG-MARG
The boom in domestic tourism is linked to the emergence of a new, urban middle-class, based on
the growing consumption of tourist products. In 1993, the hotel occupancy rates settled at an
average of 72%, showing a progression of 11 points in comparison with the previous year, of which
local clienteles accounted for 70%. The weight of domestic tourism can also be measured according
to the 30 million tourist packages sold in 1993, which places China among the highest world level in
term of volume. The first consequence is the creation and fast expansion of private travel agencies.
1400 were listed in 1992 that is to say an increase of 80% compared to 1991. However, these
figures must be put into perspective in so far as it is mostly a question of business tourism. Leisure
tourism, apart from that of the elite, is still hampered by various factors scarcity of paid leave,
insufficient light infrastructure, and access to air transport still too expensive for the greater part of
the population. Nevertheless, it is growing fast in these last years of the century.
For the past decade or so, the Chinese government has further relaxed the traditional controls over
outbound travel. China started the practice of two days off in a week in 1995, and began to create
3 week-long holidays annually in 1999 by bridging weekends and public holidays. As a result,
people have more free time to enjoy, and what is more, these policy adjustments are considered as
an encouragement for residents to travel and holiday15. Chinas relationship with the majority of
countries has been improved, and strategic partnership has been established. Many Chinese
commercial banks have worked out a kind credit card, with that the cardholder may spend foreign
currency abroad and pay back in Chinese currency. This is called dual-currency credit card, since up
to now Chinese RMB still is not a convertible currency. While China remains the most attractive
and safe tourism destination, more Chinese residents are able to go overseas for leisure and holiday
thanks to the convenience and facility provided by the host destinations.
Inbound Tourism in China
Long hesitant with regard to mass tourism and individual tourism, China has recently opened to the
latter. Since 1984, foreign tourists have been able to visit China without going through Chinese or
foreign agencies. Almost all Chinese towns are today accessible to foreign tourists. The percentage
of individual tourism should reach between 20 and 30% of tourist flows in the year 2000. This
movement concerns both American tourists and tourists arriving from Hong-Kong or Taiwan, and
more particularly young people16. The government had enacted new visa rules in order to keep
better tabs on the more than 1.5 million visitors that were expected for the Olympic Games in
August. While the new regulations are having more of an impact on foreigners living and working in
China, tourists are also being required to jump through a few extra hoops. The visa process makes it
mandatory for tourists to provide proof of their return and stay arrangements during the entire
stay. Chinas visa rules and regulations are governed by the contemporary political & social climate
in the country.
15
http://www.linkbc.ca/torc/downs1/china%20outbound.pdf
16
http://www.hotel-online.com/Trends/AsiaPacificJournal/July98_ChinaLaw.html
Page 40
ACNielsen ORG-MARG
The tourism principles to attract international tourists in China focus on destination management,
new tourism product development, tourism marketing, workforce development, event planning
and development and accessible tourism and leisure.
Restricted Investment Guidelines
The Ministry of Foreign Trade and Economic Co-operation (MOFTEC) has issued in November 1996
a new policy on the approval of foreign investment in twelve specific industry sectors. Among them,
one finds Hotels and Travel Agencies. The MOFTEC Opinion attempts to unify policy and practice on
the approval of foreign investment in specific industries and sectors, as well as approval of specific
types of foreign investment vehicles, such as investment companies. Traditional investment
vehicles in China include equity joint-venture (EJV), cooperative or contractual joint-venture (CJV)
and wholly foreign-owned enterprises (WFOE). The establishing legislation and implementation
regulations for EJVs were promulgated in 1979 and 1983 respectively, for WFOEs in 1986 and
1990, and for CJVs the relevant dates are 1988 and 1995. In 1995, these forms of investment were
joined by regulations concerning the establishment and operation by foreign companies of an
investment company or holding company.
When the Company Law was promulgated in 1993, it offered a new possibility for foreign direct
investment in China, i.e. the setting up of a joint-venture solely under framework of the Company
Law rather than under traditional methods. However, in general, most of the projects in tourism
sector take the form of Co-operative joint-venture. The CJV has special characteristics. It has always
been the option of the joint-venture parties of a CJV to determine whether or not they wished to
create an independent entity with legal person status. The CJV rules give the joint-venture parties a
wide flexibility in choosing the form of their capital contributions to a CJV17. One advantage of CJVs
over EJVs is that they afford a foreign party the opportunity to recover its investment in priority
during the term of the CJV provided the joint-venture contract states that the Chinese party shall
have ownership of all the fixed assets of the CJV on its expiration.
Hotels represent an area where local approval authorities have often taken the view that the
project may be approved locally despite the Provisions of the State Planning Commission, issued in
1995, which list hotels as a restricted (category B) form of investment.18 The new guidelines
catalogue was characterized as an effort to broaden opportunities and achieve greater market
access for foreign investors, and to promote discussions for China's entry into the World Trade
Organization. High-class tourist hotels are still in restricted project category (B). THE MOFTEC
Opinion instructs officials that central government approval is necessary for the project proposals
and feasibility studies of joint-venture hotels.
Until 1995, foreign investments were prohibited. Now, travel agencies are listed under restricted
project category (B) and at present only Sino-foreign equity travel agencies within national tourist
17
18
Page 41
ACNielsen ORG-MARG
and holiday resort areas are permitted and branches cannot be established in other areas. The
Chinese partner must be an existing Grade-one travel agency in the municipality or region that the
resort area is in whereas the foreign partner must be an international travel agency dealing mainly
in holiday travel or a travel agency sending at least 5,000 customers a year to China. The Chinese
partner's investment in the equity joint-venture must be at least 51 per cent and the joint-venture's
registered capital should be not less than US $1 million. The enterprise must place a deposit of US $
10,000 or the RMB (Renminbi) equivalent in a designated bank.
Besides its strict visa norms and investment policies, the biggest disadvantage of Chinese tourism
today is the lack of communication between tourists and local people in the country. Although
English is popular in China, most Chinese people have difficulty in the spoken English.
3.3.4.ii
Promoting City Tourism / Individual Destinations

Along with its national campaigns to promote China as a sole destination, most of its major cities
such as Beijing, Shanghai, Hangzhou, Hainan islands also promote and run ads on foreign television
to push it into the big players league. The advertising campaign with an aim to create higher
awareness among the people in the west run by the Hangzhou Tourism Commission, costing nearly
US$3 million has made to the New York Times list of 41 Places to go in 2011. Hangzhou is a nice
city but many feel that it isnt worth being included on a first-trip itinerary for any tourist. Many
also regard it as only if you have time destination.
Tourism officials from China's Hainan Province are promoting the tropical island as a holiday
destination for Scandinavian tourists (July 2011). Hainan is China's major tropical island, lying off
its southern coast. Beach resorts, rainforests, hot springs, and unique local cuisine make it one of
China's most popular seaside destinations. The island is already accessible by air from major hubs
like Hong Kong, Beijing and Shanghai, and boasts high-speed rail connections. It also offers visa-free
travel to many international visitors.
Promotion and event management go hand in hand in tourism marketing and promotion. The China
International Ancient Town Exposition, the first international exposition of its kind displayed the
rich cultural resources of less well-known ancient Chinese cities, towns and villages took place in
Beijing in December 2011. To display their potential, the three day expo applied modern
technologies to showcase their architecture, culture and folk life. It also featured a 3D movie area to
screen short films, a forum on protecting and development and marketing programs.
In 2009, china came up with a new campaign. Eight Chinese cities noted for their ancient
civilizations had teamed up to promote tourism. They include Beijing, Zhengzhou, Kaifeng, Luoyang,
Anyang, Xian and Hangzhou. The event was promoted with incentives and discounts to travelers
from these cities to other parts of the country.
Page 42
ACNielsen ORG-MARG
Cross-Border Cooperation & Promotions

The China National Tourism Office (CNTO) is broadly cooperating with its neighbors to create a
new era of development and tourism cooperation in the region. It launched joint venture with the
Korean Tourism Organization (KTO) consumer travel marketing campaign for the U.S. market.
Similar cooperations with Japan and Taiwan have been carried out with mooted in the ultra
competitive nature of the travel market today, where travelling to one destination is often not
enough today. Thus, the package offers both domestic and international tourists to come and
discover the countries and begin to see what these countries have to offer for a complete vacation
experience.
3.3.4.iii
India versus China: A Comparative Analysis
China is the biggest competitor to India has developed at a very fast pace. In 2010 it reached 3rd
position in the world tourism ranking playing a host to nearly 55.67 million tourists. Chinas strong
economic growth and relaxed travel policies which make a huge number of towns accessible to
tourists all over the world are the reason why people chose to go to China. Chinas advanced
infrastructure facilities with wide variety of hotels and restaurants, transport, technology, widely
promoted culture, food, shopping and its popularity as a business center. Its easy Visa policies are
the reasons that are resulting in China being at the top position in term of preference of it as a
tourist destination. India lags behind in many respects in terms of nearly everything. Indias
economic position although not in parity but a strong democratic and stable political situation give
it higher advantage with respect to China. India lags in infrastructural facilities, aggressive
advertising campaign, better management policies to compete with China.
3.3.5
INDONESIA
Indonesia is located on over 13,000 islands and has over 17 percent of the earths species.
Indonesia endowed with diverse natural resources houses about 11 percent of flowering plant
species, 12 percent of the worlds mammals, 17 percent of all birds, and at least 37 percent the
worlds fish. Indonesia heavily relied on its natural resources to fuel its development. Until the late
1980s, the focus of the development had been on import substitution, and after that on developing
export oriented industries focused on manufacturing. In the 1990s Indonesia promoted service
industries. The Ministry of Tourism, Post and Telecommunications was established in 1988, and set
a Visit Indonesia 1990 program. The growth of tourism in Indonesia has been much lower than
that of neighboring countries in ASEAN, a surprising fact when taking into account the richness of
Indonesias tourist attractions.
3.3.5.i
National Policy on Tourism
A centralized development policy based on long-term development was adopted. The tourism
efforts in Indonesia in the past 32 years have unevenly benefitted the provinces of Indonesia.
Page 43
ACNielsen ORG-MARG
Tourism efforts by the central government to work together with the local government include
efforts to identify, develop and promote potential tourist destinations other than Bali. Along with
the increasing awareness of nature protections, which will attract special tourists to visit Indonesia,
the government has also introduced regulations on environment which are related to the sector of
tourism19.
An increased awareness on environmental impacts with the construction of high rise structures and
changes in land use patterns has led the government to implementation of standards with star
labeling for operation of hotels in Indonesia. The standards through labeling of hotels aims to
curtail pollution by providing incentives through soft loan to encourage installation of pollution
management units in some businesses of which the operations are potentially damaging the
environment. The soft loan with a period of 3 to 20 years is expected to answer the problems of
high cost of investments in waste processing units faced by domestic investors20.
The direct impact of tourism development has been on the environment and sensitive ecology of
Indonesia. Tourism development has also led to marginalization of local people of their resources to
private developers. The local people have very little role in the development of tourism resulting
from the pressure of capital driven development.
The government under pressure from local leaders and religious heads has put its best efforts in
promoting people-centered tourism and ecologically friendly tourism. Under the "tourism builds
prosperity and peace" theme, the government of Indonesia empowers small and medium scale
entrepreneurs and cooperatives in tourism sector, encourages private - especially the small and
medium ones, deregulates licensing process for eliminating high-cost economy, and implements
community based tourism. Eco-tourism themes are being introduced by the government in the last
five years aiming at ecological sustainability and involving the local people in the process.
The socio-political climate in Indonesia has greatly affected its image abroad. Indonesia is presently
being positioned and directed in a New Era, where in a process of transformation from corruption,
collusion and nepotism to an era of clean, transparent and professionalism is being ushered in.
Efforts are being directed to the involvement of local communities in tourism activities,
preservation and utilization of man power to best benefit and increase their quality of life there in.
Tourism is very much depend on infrastructures as well as safety of the destination. Unstable
economic and political condition that Indonesia is experiencing is not a favorable condition for
Indonesia to compete over tourists visiting the region. Unless a lot of money is allocated to promote
tourism, it is very difficult for Indonesia to regain its popularity.
3.3.5.ii
19
20
http://www.mindrelief.net/tourism_development_in_indonesia.html
http://www.idosi.org/wasj/wasj10(T&H)2010/8.pdf
Page 44
ACNielsen ORG-MARG
Indonesia a late entry into the tourism market taking examples from its neighbors, Singapore,
Malaysia and Thailand, in early 90s launched integrated efforts to promote Indonesian tourism
worldwide. The first integrated campaign was coined as Visit Indonesia Year 1991. The Ministry of
Culture and Tourism of Indonesia promotes Indonesian tourism, either by government or private
sectors, through print, television and internet.
The Indonesian Ministry of Culture and Tourism, declared 2008 as a Visit Indonesia Year. Visit
Indonesia Year 2008 was officially launched on 26 December 2007. The figure of Visit Indonesia
Year 2008 branding took the concept of Garuda Pancasila as the Indonesian way of life. Visit
Indonesia Year 2008 was also commemorating 100 years of Indonesias national awakening in
1908. The Visit Indonesia campaign of 2008 received a lot of criticism for its use of incorrect
grammar. The campaign was moreover seen as having very less impact on the foreign tourists to
whom the significance of the National Awakening will not have much significance, thus, encourage
them to visit the country.
Use of Movies for Tourism Promotion

The Julia Robert starrer EAT, PRAY, LOVE was filmed in Indonesia to boost up the tourism sector.
The movie was shot in Bali and had a positive impact on the local tourism industry. At that time,
Bali was struggling due to terror attacks, the movie helped it bounce back.
3.3.5.iii
India versus Indonesia: A Comparative Analysis
Indonesia lies at the 34th position and had welcomed 7 million tourists to its country, isnt much
ahead of India which is at the 40th position. Both of them are developing countries and share the
common problems of poverty, hygiene and policies. The major reason why India is behind
Indonesia is in terms of advertising and management. When India is advertising its tourism sector it
majorly focuses on highlighting the culture and customs, what they need to realize is not everybody
is interested in culture, they should focus all age groups, there is a young crowd also which gets
attracted by sports, adventure, scenic beauty, but India fails to highlight what it has and just focuses
on one part that is culture and history.
Page 45
3.3.6
ACNielsen ORG-MARG
MALAYSIA
Malaysia ranks ninth among the top ten international tourism destinations. Malaysia in Southeast
Asia is a popular tourist destination aggressively marketed and promoted across the world.
Malaysias national tourism Policy aims to make tourism a sustainable, viable and valuable
contributor to national development. The Ministry of Tourism, Malaysia has set objectives to
increase contribution of tourism tot the country economy, empower rural communities by
promoting rural tourism activities and facilitate overall development of Malaysia through tourism21.
3.3.6.i
Tourism Policy Planning
The Five Year Economic Plans cover tourism development along with other sectors of economy in
Malaysia. Tourism came into prominence in the Sixth Malaysia Plan (1991 1995) which
recommended that the tourism industry will place increasing emphasis on developing a more
distinct Malaysian Image and Identity (GOM, 1991: 240).The distinct Malaysian Image and
Identity recommended was identified as the Malaysian way of life, which was later cemented in
the Seventh Malaysia Plan (1996 2000), in which rural tourism and community-based tourism
and nature-based tourism were identified as new tourism products. Subsequently, the Eighth Plan
(2001-2005) reflects Malaysias growing maturity and confidence as a top draw tourism
destination.
Through the years, Malaysia has gained maturity as a potential independent tourist market.
Malaysias strategy to expand international access in new strategic tourist markets, as well as,
promote the Kuala Lumpur International Airport (KLIA) as a regional hub indicate Malaysian
governments contention to place Malaysia beyond the tourist circuit of Singapore and Thailand. In
addition, the Eight Malaysia Plan proposed the development of cruise tourism, yachting and leisure
boat activities to tap the expected growth of Asia as a vacation and cruise destination. The Plan
further recommends the enhancement of economic linkages by developing fly-cruise packages for
medium and long-haul markets.
In 1992, the Federal government prepared the National Tourism Policy Study (NTPS) which
recommended broad policies for the planning, development and marketing of tourism. The policy
objectives in the NTPS are still being used as guiding principles to generate employment, encourage
equitable economic and social development, accelerate urban/rural integration and cultural
exchange, forge national unity22, etc. The significant departure form the traditional sea, sand and
sun market segment is evident in the NTPS which recommends new areas for product development,
for example, fly drive holidays, riverine tourism, ecotourism, agro-tourism, cultural-heritage based
tourism, etc. The nature-culture theme is being taken up by most state governments. The only
21
http://www.motour.gov.my/en/ministry-profile/ministry-policy.html
22http://adrf.trf.or.th/ADRF6update/Full_Papers/Tourism_Product_Development/Amran_Hamzah/Amran_pape
r.pdf
Page 46
ACNielsen ORG-MARG
major addition to the policies recommended in the NTPS is the promotion of Malaysia as a shopping
destination exemplified by the heavy investment in promoting Malaysia as a shopping haven,
mainly through the thrice yearly Mega Sale Carnivals. The Second National Tourism policy (SNTP)
has laid the outlay for transforming Malaysias low yield tourism to that of high yield returns. In
addition, intra-regional cooperation is seen as a major course of action in increasing tourism
receipts.
The policy planning and development in tourism has been comprehensive and top down in nature.
As tourism is a Federal matter, MOCAT/MOT has provided the overall framework and direction for
tourism product development since 1992, coinciding with the advent of big time tourism in
Malaysia. From then onwards, the major Unique Selling Proposition (USPs) identified in the (First)
National Tourism Policy were built upon, namely nature and culture. The National Ecotourism Plan
(1996), for instance, provided a blueprint for the development of nature-based tourism on the
principles of sustainability, with a strong emphasis on local participation. The strategies and
policies contained in the Rural Tourism Master Plan (2001) call for the commoditization of rural
resources notably the rural ambience and warm rural hosts. Finally, the Second National Tourism
Policy (2003 2010) currently being prepared is emphasizing on Malaysias unique multi-cultural
attributes as its major selling point.
Inherent in all the above documents are two specific themes, the first is the focus on transforming
Malaysias low yield to high yield tourism. Second is the stress on regional cooperation/ crossborder tourism/multi-destination visitation as a catalyst for achieving the former.
The prospects for regional cooperation took a back seat ever since events such as September 11
and the SARS epidemic. To maintain its shrinking market then, the Malaysian tourism industry had
been forced to be more inward looking by focusing its attention on the promotion of domestic
tourism to cushion the impact of September 11 and SARS. Lately, however, the government and
industry are reverting their focus on niche European markets such as soft eco-tourists from
Europe, medical tourists and the emerging markets such as China, the Middle East and India.
Regionally, Malaysia is still lagging in terms of becoming a major tourism hub at the same level with
Singapore and Bangkok. Nonetheless, it has managed to capture specific niche markets due to a
long term marketing strategy and recent world events. Most importantly the partial liberalization of
the airways within Asia and the rapid growth of budget airlines within the region will have a
significant impact on cross country visitation.23
3.3.6.ii
Tourism promotion in Malaysia is focusing to increase domestic tourism as well as international

tourist inflow to the country. For the purpose, tourism promotion and marketing are being directed
across the spectrum. Tourism Malaysias efforts to promote Malaysia as an international
23http://adrf.trf.or.th/ADRF6update/Full_Papers/Tourism_Product_Development/Amran_Hamzah/Amran_pape
r.pdf
Page 47
ACNielsen ORG-MARG
destination, have directed the government to launch a nationwide campaign Malaysia Green and
Clean to create awareness on hygiene and sanitation. The ministry distributed RM 617,000 evenly
to 617 tourism societies at schools nationwide to organize programmes related to the campaign.
The members of the tourism clubs are being appointed as the mini ambassadors for this campaign.
Meanwhile, the Tourism Ministry will introduce star ratings on the countrys parks and botanical
gardens, similar to hotels.
Tourism Malaysia aiming at promoting planned domestic travel whilst encouraging locals to
explore holiday destinations within the country introduced two mobile event trucks and two
moving billboard trucks in a nationwide tour. The mobile event vehicles will feature banners,
buntings, flyers, and announcements promoting a host of programmes of national interest, catering
to the public's interest in obtaining additional information on the ministry's activities throughout
the year which include packages, quizzes, games, and events.
Tourism Malaysia launched their latest outdoor advertising platform in Singapore in October, 2011,
on 50 single deck buses and 5 double-deckers using an estimated RM$1.1 million budget for an 8
month campaign
Tourism promotion Buses

Tourism Malaysia Goes Online
Many major players in the Malaysian tourism industry have already gone online in order to
promote Malaysia, so it comes as no surprise when Tourism Malaysia recently announced that it
will spend RM 1.8 million on social media to woo young tourists. This marks a shift in advertising
for Tourism Malaysia as it has previously relied on traditional media (radio, TV, and print) outlets
for advertising. Among the more interesting things in this advertising push is Tourism Malaysias
approach to social media as a powerful platform to woo tourists, in particular the younger
generation. The Ministry would monitor the impact and response to its social media campaigns to
gauge its success in tapping more tourists.
Truly Asia Campaign
Page 48
ACNielsen ORG-MARG
In fact, the campaign has earned more awards for Malaysia than any other tourism campaign in the
history of advertising, with almost 30 top international awards to its name. Truly Asia was
recognized for its international print campaign on Malaysias multi-racial, multi-ethnic and ecotourism attractions based on a decade-old campaign message of one destination offering nearly all
aspects of Asia. The campaigns success was attributed to the three principal ingredients for
successful branding:
Brand character that delivers the brand promise;
Brand identity that is uniform, consistent and sustained; and
Sustainability that has the ability to evolve in terms of creativity and impact.
Campaign quality and the impact of ingenious advertisements combined with marketing
effectiveness helped to increase the annual number of visitors to Malaysia as well as earnings from
tourists. In a readership poll conducted in 2006 and 2007 by US Global Traveler magazine which
has more than 66,000 subscribers Malaysia was cited as the Worlds Leading Destination.
Zoom Malaysia Campaign!!!!!
The Zoom Malaysia!!!! campaign is expected to receive a boost in promotions with the launch of
its livery advertising on Air Asias aircraft. The advertising campaign involves the use of one Air
Asia Airbus A320 aircraft which is plane-wrapped with a colorful visual of Malaysias tourist
attractions and the Tourism Malaysia logo. The use of Air Asias plane in this campaign is expected
to intensify public awareness of Malaysias exciting and diverse attractions. AirAsias route network
comprises 65 destinations in the ASEAN region, China, India, Bangladesh, Australia and the UK. It
flies to 15 destinations within Malaysia.
Malaysia Woos Tourists From Chennai
Tourism Malaysia has unveiled an attractive travel package and issued visa in 24 hours to attract
more tourists from Chennai, Bangalore, Hyderabad and other tier two cities in India.
3.3.6.iii
India versus Malaysia: A Comparative Analysis
Malaysia is the most preferred destination by people for a short holiday and that is the reason for it
being at the 9th position and attracted 24.6 million tourists to its country. The major attractions of
Malaysia resulting in its popularity include its aggressive advertising campaigns. Malaysia works a
lot to advertise its tourism be it the Malaysia Truly Asia campaign, or Zoom Malaysia campaign
or Malaysia Green and Clean campaign. Malaysia is popular as a shopping destination. Its vast
reserves of scenic beauty, perfect beaches, and warm summer along with perfect advertising fetch a
major section of tourists to their country. Also, its close proximity to India and China which are the
most promising markets in the tourism sector due to the growth of GDP and newly emerging
middle class, relaxed visa policies and easy access to foreign tourists make it a popular destination.
Page 49
3.3.7
ACNielsen ORG-MARG
SOUTH KOREA
Koreas fresh and relatively unknown image is helping the Korea to flourish as a destination, as
people who have already seen Singapore and Malaysia or Hong Kong, would now like to see new
places. Interestingly, Japan has shown an impressive 60 percent growth in arrivals to South Korea.
Shopping and seasonal variations are among the many attractions being promoted by the country,
along with its culture, wellness and medical tourism.
The Korean Tourism Organization spends a great deal of money, time and effort participating in
travel shows, advertising campaigns and cultural functions promoting what Korea has to offer. With
easy international access and an excellent transportation system, visitors can enjoy Koreas 5000
years of history and culture, its beautiful natural scenery, delicious cuisine, excellent shopping and
a wide variety of night life. Most of all Koreans are known for their warmth and hospitality to
foreign visitors. Seoul boasts several museums, cultural, natural and military museums which
makes it a destination for every traveler.
Several wholesale tour companies now offer a range of holidays, short stays and special interest
tours as the popularity increases. Some of these include ski holidays, temple stays, and visits to the
last remaining man-made divide of a country, the Demilitarized Zone (DMZ), which can also be
made to include a visit to the Joint Security Area (JSA). Tour packages offer experiencing the
lifestyle of Koreans wandering through the fish markets, choose either from the live fish or the iced
fish and have a nearby restaurant prepare them in whatever manner they desire, and enjoy their
meal. Infrastructure and facilities enhance the experience with easy accessibility and security of
tourists addressed to.
3.3.7.i
Tourism Policy
A five-year plan (1999-2003) named Tourism Vision 21 was established in 1999 and plays a
pivotal role as the main framework of national tourism policy in Korea. The policy aims to establish
Korea as a tourism hub in northeast Asia. The Korean government has shown great interest in the
tourism industry by placing policy priority on promotion of the tourism industry in 1999. : The
government has significantly expanded the scale of financial assistance to the tourism industry. The
tourism budget was as low as US$ 19 million in 1997 but it reached as high as US$ 179 million in
2002 an increase of 942%, which is injected primarily into tourism development projects
undertaken by local self-governing organizations. The central government, in close cooperation
with local governments, has created tourism infrastructure which strengthens connections
between regions. The Korean government has been carrying out several projects including
development of the Seven Cultural Tourism Zone (1999-2003), South Coast Tourism Belt (20002009), and the Confucian Culture Zone in northern Gyeongsangbuk-do (2000-2010).
Page 50
ACNielsen ORG-MARG
Tourism facilities accommodating foreign tourists have been substantially improved during the
2002 World Cup and Asian Games. International air and shipping routes have been expanded and
domestic transportation has been largely improved. The role of local governments in formulating
policy has been significant since local, self-governing legislation was introduced in 1995. Every selfgoverning provincial body has established long-term goals and strategies. The decisions and views
of each of these bodies are considered in drafting national tourism policy through annual meetings
of local government officials responsible for tourism. 24
Reforms Undertaken
The Korean government in order to strengthen the National Tourism Administration in Korea
created the Ministry of Culture and Tourism and a reinforced organizational structure. Recognizing
the importance of the tourism sector for the national economy, significant efforts have been
undertaken to create a long-term vision Tourism Vision 21 (1999-2003) and formulate precise
and quantified objectives with the second Tourism Development Plan (2002-2011). The launching
of the tourism promotion and development fund is complementary and aimed at encouraging
private investment in tourism. This fund (US$ 421 million) is set up with both public and private
sector support and involves local authorities. It aims to play an incentive role for the private sector
to develop tourism resources (tourism attractions, tourism complexes and special tourism zone) to
face the growing tourism demand.
In order to facilitate travel to and from the country programmes like the visa exemption
agreements with 60 countries or simplification of the immigration procedures support the
development of international tourism. The launching of a new tourism development plan (20022011) for the forthcoming ten years with increased attention on sustainability, informationtechnology based instruments and competitiveness. The orientation towards a knowledge-based
tourism industry is welcomed. The plan also ensures that tourism policy is harmonized with
economic and environmental policies. The efforts undertaken to develop the integration and
linkages between tourism policies and related policies, for example through the existence of
permanent policy forum supervised by the Prime Minister to review policy developments affecting
tourism. In particular, the expanded meeting for tourism promotion is seen as a valuable tool to
promote the involvement of the private sector in tourism development.
3.3.7.ii
The South Korean government undertakes promotion and marketing through designated
campaigns like the Korea Sparkling campaign in 2007, "Korea Be Inspired," campaign of 2010, the
2010-2012 Visit Korea Year campaign, etc. The theme based campaigns aim to increase the
number of tourists to the country.
24
http://www.oecd.org/dataoecd/43/49/33649881.pdf
Page 51
ACNielsen ORG-MARG
The Visit Korea campaign aims to garner over $10 billion in annual tourism revenue targeting
over 20 million tourists by 2020. The themes for each year will focus on different aspects of Koreas
culture and environment, where in 2010 was the year of City & Style focusing on Seouls World
Design Capital, Nature and people for 2011, focusing on the IAAF World Championships in
Athletics in Daegu and green tourism and 2012 Blue Ocean focusing on the World Expo in Yeosu.
The campaigns use popular faces from the media and entertainment industry to capture the
imagination of the people.
Korea Sparkling of 2007 aimed at demonstrating the dynamism, the energy and the passion of all
things Korean. Sparkling was supposed to reflect the first impressions and feelings of first time
visitors when discovering the country. The campaign aimed at developing Korea as a tourism
destination, not only limited to business opportunities, by creating a strong emotional attachment
to the brand.
Korea's tourism attractions were promoted through a new English slogan, "Korea Be Inspired
2010.The new slogan emphasized the hope that foreign tourists will gain new inspiration by
visiting Korea. The KTO was aiming to attract 8.5 million foreign tourists in 2010 with the help of
this campaign.
South Korea, where there's a new tourism slogan every six days, announced in July 2011, that it was
going to discontinue two of its previous slogans, "Korea Sparkling" and "Dynamic Korea," and
offered up the alternative "Miraculous Korea." "Miraculous Korea" was unveiled the other day on a
website by the Presidential Council on Nation Branding, KoreaBrand.net (review by Chris in South
Korea here). George from Ask the Expat says "it's like an Internet version of Arirang."
South Korea gaining popularity among Indians
South Korea has been gaining popularity among Indians as travel destination with the opening of
the Korea Tourism Organization (KTO) office in Delhi in May 2008. Factors favoring travel to Seoul
by Indians is the appreciation of the Indian rupee against the Korean Won, which translates into
about 25 percent cost advantage. As much as 60 percent of advertising campaign budgets is being
shouldered by the tourism board, indicating that the country is really serious in luring affluent
Indians. The KTO also plans support to travel agents in promoting packages to South Korea. Korea
aims to give avid Indian travelers a delightful experience catering to Indians obsession for food and
value for money.
Inter-State Cooperation
Korean Air has teamed up with Tourism Australia for an innovative, refreshing, nature-infused
advertising campaign intended to coin Australia as the premier travel destination for younger
Koreans. More importantly, the campaign celebrates 20 years of Korean Airs service to Australia,
which is definitely something to write home about. The Korean Air produced TV ads highlight the
unique environment and breathtaking beauty of the land that is affectionately called Down Under.
Page 52
ACNielsen ORG-MARG
The campaign has been critiqued for failing to effectively market online including: social
networking, social bookmarking, viral videos, SEO, blogging, etc., to target this demographic. More
than $A3 million ($2.5 million U.S. dollars) is being spent on the advertising campaign but the
Facebook fan page has received limited results.
Promotion through Movies
South Korea targets India in a big way and plans promotion of destinations through Bollywood
movies. The movie Kick shall showcase some popular tourist attractions in Korea like Busan and
Jeju Island along with some action scenes of the movie to be filmed at Gangwon Do as well.
3.3.7.iii
India versus South Korea: A Comparative Analysis
Korea at the 27th position attracts a total of 8.8 million tourists to its country. Easy international
access, excellent transport system, 5000 years of history and culture, beautiful natural beauty,
delicious cuisine, excellent shopping, a wide variety of night life, several museums and hospitality is
what Korea is ahead of. Though India doesnt lack much when compared to Korea but tourism
management and hygiene are the two reasons why Korea is preferred. Tourists describe India as a
colorful vibrant country with a rich history and great culture, great food, warm people and
amazing architecture but lagging in terms of poverty and mismanagement of resources.
3.3.8
THAILAND
The tourism strategies by government of Thailand have been tailored to be a dynamic force for a
productive tourism industry in order to become the Tourism Capital of Asia. The promotion has
been based on strategic positioning of Thailand as a serene and peaceful country ideal for a leisure
visit in comparison to its neighbors. The government has established guidelines for the integrated
development and standardization of tourism products and services, especially in potential areas
which include natural, historical and cultural attractions, as well as other outstanding products and
Page 53
ACNielsen ORG-MARG
activities that can still meet the demand of each target group to be ready in terms of the carrying
capacity. In 2009, Thailand welcomed 14.15 million international tourists, while the target for this
year has been increased from 13 million to 14.5 million based on positive indicators. They include
an improvement in the political situation and China, a key source market for tourism, which lifted
its travel warning on the country.
3.3.8.i Tourism Strategy
Thailand offers nature beaches, islands, parks & forests and culture as main attractions. The
concept of tourism in Thailand focused on expansion of tourism areas with neighboring countries
so as to position Thailand as a regional tourism hub. At the same time the government pushed for
Thailand to be a center for tourism service studies and training. Thailands policies aimed to secure
target quality tourists while maintaining the quantitative growth of both domestic and
international markets. Efforts were made to enhance target marketing side by side with mass
marketing.
The responsibility of development of tourism products which used to be the responsibility of
Tourism Authority of Thailand is now under the newly-established Ministry of Tourism and Sports.
Decentralization of roles and responsibilities between the state and the local tourism authorities
are willed to enhance prompt resolution as well as improvement of local tourism problems and
comply with the CEO Governor concept.
Quality in Tourism Development Components
Thailands tourism policies have emphasized on the development of quality components focusing
on
Trade in Tourism services this focused to open the tourism market for socio-economic
development, create fair conditions for competition, free flowing transport systems, and
overall eliminate all barriers ot tourism growth identifying, mitigating and eliminating
leakeges
Safety and Security in Tourism Preventive Measures For any tourism industry to be
successful it has to identify access and monitor the scope and degree of tourist risks.
Thailand tourism policies are aligned towards developing national policies and tourism
safety commensurate and with regard to tourist health. Thailand adopts safety standards
and practices in tourism facilities and sites, while facilitating assistance to tourists
Destination, product and Quality standards Tourist safety and security along with hygiene,
accessibility, transparency, authenticity, harmony25 form the backbone of a successful
tourist policy.
25http://www.google.co.in/url?sa=t&rct=j&q=tourism%20policy%20of%20thaliand&source=web&cd=1&ved=0
CE0QFjAA&url=http%3A%2F%2Ftalay.psu.ac.th%2Fclasses%2Fitsp%2FTPT06.doc&ei=h13wTofHEcjA2gWnvN
SkAg&usg=AFQjCNGVhxEdcwNUvApYiA7oOuf30viZDA
Page 54
ACNielsen ORG-MARG
Thailands tourism policies take a holistic view to provide high quality tourist experience while
improving the quality of life of host communities and protect the quality of the environment. It
envisages labor intensive and linkages with local enterprises.
3.3.8.ii
The Tourism Authority of Thailand (TAT) continued to brand tourism promotions, Amazing
Thailand, throughout 2011, emphasizing it even more with a new tag line Always Amazes You for
the rest of the year. The Ministry of Tourism and Sports had set a target of 15.5 million tourist
arrivals and Bt 600 billion revenue for 2010-2011. Domestic tourism should generate 91 million
trips and earn Bt432 billion for the same period.
TAT is making no changes to its brand image, sticking with the popular Amazing Thailand theme
which served as the main campaign slogan a decade earlier. However, for the new fiscal year, a new
tag line Always Amazes You will reinforce the concept of Thainess, which was promoted via
traditional such as TV commercials and vignettes print advertising, out-of-home media, brochures,
and posters have been used and social media channels. The campaign focused on Thailands
strength as a shopping destination offering discount coupons to distribute to tourists and tour
companies that offer shopping packages. Traditional marketing schemes using celebrity marketing,
inviting popular actors and sports personalities to major events in Thailand, while encouraging the
film industry to consider Thailand as a shooting location have been followed. Targeting youth
travelers TAT uses social media such as You tube, E-Books, E-Brochures, an iThai application to get
Thai tourism updates on iPhone, and an Internet Call Centre that visitors can contact via their
laptops. TAT works towards building a member network called Thailand Fan Club particularly in
Europe and Middle East markets.
To attract environmentally-conscious travelers, TAT will introduce the Go Green, Go Thailand
campaign. It will bring travel agents and media to the survey green destinations, check out green
label products, and join conservation activities such as planting trees and preserving coral reefs.
They will also be invited to join the Thailand Eco and Adventure Travel Mart 2011. The marketing
strategy relies heavily on growing economies of the Asia-Pacific economies, including India and
Australia.
'72 Hours Amazing Thailand' Campaign, 2008
The Tourism Authority of Thailand together with Master Card had launched the 72 Hours Amazing
Thailand in 2008, a dedicated campaign presenting a host of exciting activities and special
privileges exclusively for MasterCard cardholders visiting Thailand. The campaign targeting mass
affluent consumer, introduces customized travel routes and activities for MasterCard cardholders,
as well as showcases a collection of Thailands newest and most stylish resorts and hotels, hip
shopping destinations, luxurious pampering hideaways, chic dining outlets and top golf courses.
TAT Launches E-Marketing Campaign for Medical Tourism in Thailand, 2011
Page 55
ACNielsen ORG-MARG
The Tourism Authority of Thailand (TAT) launches their "E-Marketing Campaign for Medical
Tourism in Thailand" and its website www.ThailandMedTourism.com at the Emerald Hotel on
Friday, October 15, 2010. The event will kick off three marketing campaigns that will run through
to April 2011 to enhance Thailands reputation as the Global Centre of Excellence For Medical
Tourism. The website collects and provides information of medical tourism providers in Thailand,
including hospitals, clinics, spas, and Thai traditional medicine practitioners and their level of
accreditation and standards. So far, more than 340 medical tourism providers are listed on the
website.
Domestic Tourism in Malaysia
In 2010, The Tourism Authority of Thailand (TAT) is in the process of conducting skill
development workshops to enhance the marketing expertise of provincial authorities, and raise
Thailands international tourism competitiveness. Training offered insight into what it takes to
promote travel and tourism, and improve understanding among provincial authorities of the key
steps involved in destination marketing and promotion.
With the launch of five Regional Thai Travel Fests, TAT is literally taking the show on the road. This
consists of a series of five regional travel fairs targeting Thai consumers in the various regions of
Thailand. Designed to promote the cross-selling of Thai tourism products and services, they bring
together a great diversity of regional highlights and unique selling points for each destination. Each
will highlight travel destinations and attractions, and feature colourful presentations of culture,
traditions and way of life, as well as live demonstrations of folk arts and crafts, regional cuisine and
opportunities to savor local delicacies. The travel fest will enable tourism operators to reach a new
and wider audience.
Visa FeeWaiver to Revive Tourism
Thailand relaxes its visa rules giving visa on arrival for citizens of 20 countries for a stay not
exceeding 15 days. Citizens of another 42 countries are allowed a visa-free stay in Thailand not over
30 days. Those who wish to stay longer than those periods have to apply for visas at the Thai
embassies or diplomatic missions abroad before their arrival in Thailand. In February 2009,
Bangkok took a step to expedite the revival of the Thai travel and tourism industry, the Royal Thai
government agreed to exempt the fee for tourist visa applications for a three month period,
effective from March- June 2009. In 2009, TAT is conservatively expected 14 million visitor arrivals,
with tourism revenue projected at 505 billion baht (US$14.46 billion).
Thailand Slashes Prices to Win Back Tourists
In 2010, Thailand decided to give discounts of 50% on hotels and tour companies just to woo
tourists. Tourism operators offered cut-price travel deals to Thailand in a bid to draw visitors back
to the country following the latest bout of political violence. With government travel warnings
Page 56
ACNielsen ORG-MARG
downgraded, a growing number of Thai and Australian operators and online retailers offered steep
discounts - up to 50 per cent - on package trips and hotel stays in Bangkok, Ko Samui and Phuket.
Anecdotal reports from travel retailers suggest the Australian market in Thailand has rebounded
since the government's travel warnings were downgraded. Many report visitor and booking
numbers remained strong for Phuket throughout the recent crisis as travelers were able to use its
international airport to bypass Bangkok.
In 1922 Miss Suwanna of Siam was the first Hollywood movie shot on location in Thailand. No
copies of the black-and-white silent movie have survived. But its success in promoting the delights
of Thailand (then Siam) was, decades later, an inspiration for the Tourism Authority of Thailand,
which recognized the potential of movies to boost tourism. As a result, the TAT now plays a big role
in supporting film crews shooting footage in Thailand. The beach was shot in Thailand which
proved to be a very positive step towards the promotion of Thailand as a tourist spot. It resulted in
23% increase in the tourist flow in Thailand in the year 2000
3.3.8.iii
India versus Thailand: A Comparative Analysis
Thailand ranking 16th with a total arrival of 15.8 million tourists to its country has been rising every
year from being 18th in 2008 and 17th in 2009. Thailands success is attributed to low hotels prices,
scenic beauty, beaches, inspiring temples, hospitality, cuisines and architectural ruins of fabulous
ancient kingdoms. Thailand and Singapore both follow good advertising campaigns making the use
of all possible means of mass media be it print, electronic and now the new media i.e. internet. Both
these countries have made use of social networking sites like facebook to promote their countrys
tourism. India has a lot to learn from these countries management techniques, cleanliness and
making better tourism friendly policies.
3.3.9
SINGAPORE
Singapore a modern city-state comprising of 63 islands is located at the southern tip of the Malay
Peninsula. Tourism industry has undergone vast changes in the last decade. Tourist arrival has
increased in Singapore to about 49 percent since 2009 with 11.6 million in 2010. Singapore also
showed a remarkable performance at recent World Economic Forum's Travel and Tourism
Competitiveness Index 2011 by topping in Asia Pacific and acquiring 10th place among 130
countries. Singapore Tourism Board also uncovered the new mobile technology App.
YourSingapore Mobile Guide that would facilitate and help travelers wishing to visit Singapore.
Conference also marked the presence of Horwath HTL Asia Pacific that plays a major role in
appraisal of travelers in the Singapore.26
26
http://www.hellotravel.com/stories/singapore-towards-quality-tourism
Page 57
ACNielsen ORG-MARG
Singapore presents itself as a medical hub and education hub. Major attractions in Singapore are
centered on leisure and luxury travel. Island resorts, shopping, nature sight-seeing, dining and night
life attract tourists for their easy accessibility. Singapore Tourism Board promotes a variety of
events all year round for tourists. Some of the anchor events are the Chingay Parade, Singapore Arts
Festival and Singapore Garden Festival. Other annual events include the Singapore Sun Festival, the
Singapore Food Festival held every July to celebrate Singapore's cuisine, the Christmas Light up, the
Singapore Jewel Festival, etc. The Singapore government preserves the traditional quays alongside
Singapore River restoring old warehouses and shop houses, converting them into pubs, restaurants
and lounge bars.
To compete with its Asian rival cities such as Hong Kong, Tokyo and Shanghai, the Urban
Redevelopment Authority of Singapore plans to transform the city in to a more vibrant and exciting
place with more buzz by lighting up the city completely. This would make Singapore livelier and
help to create a captivating night scene to increase Singapore's appeal and high ranking status in
the world.
3.3.9.i Tourism Policy

Tourism along with export and refining imported goods contributes majorly to the countrys
economy. The tourism policy objectives focus on providing on employment, generation of foreign
revenue, contribute to infrastructural development, revive cultural traditions and art, contribute to
sustainable development, improve quality of tourism product and reduce seasonal nature of
tourism. The Singapore Tourism Board makes efforts to
3.3.9.ii
Tourism is a major industry and contributor to the Singaporean economy. This tiny island-nation,
with a multi-cultural population, attracted as many as over 11 million tourists in the year 2010
alone from all over the world, which is twice its own population. Each year a new attraction is
added for tourists, who are compelled to visit this calm and serene holiday destination again and
again. Annual Events like Arts Festival, Garden Festival, Food Festival, Youth Olympic Games etc are
held throughout the year. The facilities and services provided by the various departments of the
government also help promote travel and tourism in the country. Singapore Tourism Board is to
invest 42 million in a global marketing initiative to promote the country.
The brand "Your Singapore", which took off after "Uniquely Singapore" campaign, focuses on
international tourism in Singapore. It is a branding and marketing campaign for promoting tourism
in Singapore globally. The marketing side showcases the glamour, glitter, and tourist attractions for
tourists. On the other hand, the operations side involves the coordination of all the tourist places
from the day the tourist arrives to make it a memorable experience for the tourist. From airport
management to coordination with cab services/ bus services, from hotel management to managing
the tourists exploration of the city, all together lead to creating a special experience.
Page 58
ACNielsen ORG-MARG
The 2009 Reasons to Enjoy Singapore marketing campaign aimed to increase travel to the
country and will include tactical marketing campaigns developed together with tourism industry
partners. The Singapore Tourism Board (STB) partners with a number of tour operators, such as
Trailfinders and Travel 2, and devise activity for print, online, in-store and broadcast media.
Establishing Singapore as a Sports Destination to Boost Tourism
Singapore government is promoting sports events to make position Singapore as a premier
destination. It hosted the inaugural Youth Olympic Games in August 2010 involving National
Olympic Committees from 205 countries. In 2008 Singapore hosted the Singapore Formula One
(F1) night race. In terms of benefit to the economy, the first two races in 2008 and 2009 had
brought in more than $260 million in tourism receipts. About 40 per cent of the race attendance
was made up of international visitors, which number 70,000. Worldwide, 195 million 'live'
television viewers tuned in during the races.
Corporate Bookings for New Year 2011
A survey of hotels in Singapore have shown that corporate bookings for the year 2011 have actually
increased despite the global economic uncertainty and they are seeing healthy demand from both
locals and overseas companies across a broad range of industries. According to STB figures,
business travelers on the average form about a third of visitor arrivals to Singapore and contribute
more than 30 percent of tourist spending.
Recently, the Singapore Tourism Board invested $6.3 million under its 'Film in Singapore' scheme
that subsidizes international film productions by up to 50%. The Indian movie Krrish shot in
Singapore was a first of its kind event to attract Indian audiences to Singapore.
3.3.9.iii
India versus Singapore: A Comparative Analysis
Singapore which ranks 25th and attracted 9.2 million tourists to its country in 2010, like Thailand it
has been rising in ranking table and its rise is comparatively faster from 31st position in 2008 to
29th in 2009 and then 25th in 2010. Reasons for rise of tourists in Singapore are its shopping, island
resorts, nature sight-seeing, night life and various events and festivals make Singapore a popular
destination. Singapores advanced and modern systems as well as its emphasis on leisure and
luxury travel make it an attractive destination for travelers with less time. A strong marketing
campaign unlike Indias makes it a favored tourist destination.
Page 59
ACNielsen ORG-MARG
3.3.10
UNITED STATES OF AMERICA
3.3.10.i
U.S. Promotes Tourism as Brand USA (2011)
The Corporation for Travel Promotion (CTP) unveiled its logo and a global branding strategy for
international tourism marketing that will focus on the diversity and potential of the U.S. as a land of
awesome possibilities. The corporation, now operating as Brand USA, timed the rollout to
coincide with the opening day of the World Travel Market in London. It plans to launch the first live
ad campaign on March 7, (2012) which coincides with the ITB travel show in Berlin. As part of the
marketing plan, Brand USA is also taking over operation of the multilingual Discover America
websites around the world, which have been maintained to date by the U.S. Travel Association.
The campaign was extended to Facebook, Twitter
and Linkedln. The CTP planned to spend around
$125 million net on marketing efforts, and beyond
that their goal was $200 million, of which about
$180 million was supposed to be pure marketing.
Funding for Brand USA comes from industry contributions, which the federal government is
matching on a 2-to-1 basis during its first fiscal year (which began Oct. 1) and a 1-to-1 basis
thereafter. Up to 80% of the industry contribution can be in-kind donations of goods and
services.
I Love New York- Ad Campaign
"I Love New York" is both a logo and a song that are the basis of an advertising campaign and have
been used since the mid-1970s to promote tourism in New York City, and later to promote New
York State as well. The logo and song at different times has been associated with New York city, and
widely circulated, making it a commonly recognized symbol, immensely popularizing New York city
in public memory.
Hollywood movies are the best ways of promoting American destinations across the world. Their
widespread appeal and visual communication have far greater impact on populations placed far
away.
FILM
Deliverance
IMPACT ON TURIST REVENUE

20,000 film tourists a year Gross revenues $2 to 3m
Page 60
ACNielsen ORG-MARG
Dance with the wolves
25% increase compared with 7% for previous 4 years
Close encounter with the wolves
75% increase in 1975 20% visit now because of the film
Thelma and Louise
19.1% increase in 1991
Filed of Dreams
35,000 visits in 1991 Steady increase every year
Dallas
500,000 visitors per year
Steel Magnolias
48% increase year after release
The Fugitive
Little women
Bull Durham
25% increase in attendance year after release
Cheers
$7m in unpaid promotional advertising each year
Miami Vice
150% increase in German visitors 1985 to 1988
Forrest Gump
7% increase in tourism
Last of the Mohicans
3.3.10.ii
India versus United States: A Comparative Analysis
United States of America (USA) ranks second largest preferred tourist destination in the world. The
USAs proactive tourist policies along with high level of infrastructure development and facilities,
methods of information dissemination, travel agents, visa rules, infrastructure safety of the people
give United States a great advantage. India on the other hand as compared to India is much ahead in
terms of history and culture but technologically and hygiene and sanitation leave a lot of scope for
improvement. The first things that Indians notice when they go to America and other leading
tourist destinations is the hygiene, clean environment and fresh air, better management systems
which contrast to Indias dense population and ill managed systems. Though the food and people in
India are appreciated everywhere in the world but these factors arent strong enough to drive the
tourists to India. USA being a developed country also has a greater economic advantage of a
universal dollar and high economic standards. The quality of living is much higher than India, a
developing country.
3.4
INDIA vis-a-vis COUNTRIES TOURISM INFRASTRUCTURE
The Indian hotels industry is still in the nascent stages of recovery and is yet to make the transition.
Increased interest rates, increase in food and fuel costs, and unrest in West Asia continue to
Page 61
ACNielsen ORG-MARG
influence the prospects for the Indian hotels industry. The long-term prospects of the industry
however remain robust, given that it can accommodate significant tourist inflow without
hampering the economic growth of the country. In India, recovery started with the return of
domestic travelers late in calendar year of 2010 and received a boost with foreign tourist arrivals
(FTAs) picking up in the subsequent months. The market requires further improvement to be able
to gain real pricing power. It is expected that the Indian hotels industry would recover soon.
Although the October 2010 Commonwealth Games were expected to provide a strong push to the
Indian hotels industry, weak planning and execution diluted the benefits to hotels in the NCR and
the rest of the country. On the other hand, the Cricket World Cup in the fourth quarter (Q4) of 201011 increased the demand for hotels in Chandigarh, New Delhi and particularly Mumbai (during the
Finals in early April 2011).
The global hotels industry appears to be now on a path of slow recovery, having coming out of two
exceptionally bad years (2009-10). While the main recovery leaders are the emerging countries in
the Asia-Pacific region, the developed luxury hotel markets of the USA and Europe have also shown
signs of demand recovery. Hotel industry must be supported by gains in the underlying economy so
that recovery can be sustained.
Globally, hotel demand witnessed a recovery during the calendar year (CY) 2010 with international
tourist arrivals growing by 7% to 935 million, against a disappointing 4.2% de-growth in the
previous calendar. There was a demand for hotels in first two months of CY2011, showing 5%
growth, with France, the USA and China being the worlds three major tourist destinations (in terms
of visitor arrivals). The growth was supported primarily by the emerging economies where tourist
traffic rose 6%, against 4% reported by the developed nations. Indian travelers have emerged the
sixth biggest spenders when traveling abroad. The trend of growing spends by Indian outbound
travelers, points to the potential that this segment offers for domestic tourism in the years to come.
Stable demand in the global hotels industry has witnessed some recovery in pricing power (as
countries like the USA, China, Australia and Singapore, to name a few markets).
The longer-term outlook for the Indian hotels industry remains positive, given the continuing
investments in infrastructure and as long as India is able to manage the large existing gap between
the demands for and supply of hotel rooms. All the more, if India is able to maintain a healthy rate
of economic growth, demand would absorb new supplies of hotel rooms.
Monthly Occupancy Trends in Indian Premium Hotels
Page 62
ACNielsen ORG-MARG
Source: Ministry of Tourism, Government of India, and ICRAs estimates

The above chart depicts the Indian hotel industry has shown signs of occupancy recovery during
September 2010 May 2011, supported by strong demand. However, the recovery in ARRs
(Average Room Realizations) continues to be substantially lower than the decline witnessed during
the recession. In fact, blended ARRs for 2010-11 have only shown a marginal 5-7% recovery as
compared to 2009-10.
3.5
INDIA I COUNTRIES AIRPORT INFRASTRUCTURE

Worlds Best Airports (Top ten) (According to World Airport Awards 2011- SKYTRAX)
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Hong Kong International Airport

Singapore Changi Airport
Incheon International Airport
Munich Airport
Beijing Capital International Airport
Amsterdam Schiphol Airport
Zurich Airport
Auckland International Airport
Kuala Lumpur International Airport
Copenhagen Airport
Page 63
ACNielsen ORG-MARG
The above list of worlds top ranked airports does not include Indian airports. However, the
airports of Delhi and Hyderabad have been ranked among the top airports of the world in the
airport services quality (ASQ) by the global body, Airports Council International (ACI). While
Hyderabads Rajiv Gandhi Airport retained the number one position for the second year in a row
among 49 airports handling 5-15 million passengers per annum (mppa), Indira Gandhi
International Airport came fourth in a group of 19 airports in the 25-40 mppa categories.
Mumbais CST International Airport, run by GVK-led consortium, ranked in the 15-25 mppa
categories, by ACI.nWhile the Indian airports ranked among the top in different categories, the ACI
declared Incheon in Seoul, Changi in Singapore, airports in Hong Kong, Beijing and Shanghai
Pudong as the overall top best airports worldwide.
Worlds Best Airport rankings are based on passenger satisfaction measured on a post-travel basis.
It has been observed that an after-travel survey format delivers a much more accurate system for
measuring Quality aspects. Many of the customers are frequent flyers and airport users, and by
operating a post-travel survey, the survey respondents can provide a much more balanced and
accurate results27.
3.6 TOUR OPERATORS PERCEPTION ON TOURISM IN INDIA

Tour Operators providing outbound tourism services to Indians rate India much lower than the 10
other countries discussed in the study. There are several reasons cited by Tour Operators for
placing Indian Tourism lower than the other countries. The most popular reasons cited were:
Tourism Policy: Indias tourism policy, according to tour operators, is not very
definite. The state of tourism in India, despite there being huge potential, is not
growing at the rate as in other countries like Thailand, Malaysia and Indonesia. The
primary reason being that tourism sector in the referred countries is very organized. The
policies are clear drafted; hence all the stakeholders in the sector operate complimenting
each other. The scenario in India is totally opposite. All the stake holders in the sectors
work according to their own policies and even the promotional campaigns and marketing
modalities are separate for private players and Government administration.
Tourism Infrastructure: Indias tourism infrastructure is not at all evolved or growing due
to non-aligned growth of different segments. Quality accommodation units are available
in India at a premium price, when compared to other countries. The internal connectivity
for tourist destinations in India is only by air or rail. Road connectivity is very poor. Apart
27
Source: http://www.timesofindia.com/
Page 64
ACNielsen ORG-MARG
from airports at the metro cities, other airports in the country do not have the
facilities to handle many visitors, unlike small airports in the chosen countries.
Information Dissemination: Information dissemination is not as great in India as it is
in other countries. A comprehensive website which provides all kinds of information
to a traveler of any origin is not present in India. Modern methods need to be adopted
to provide information and increase awareness amongst tourists about India.
Taxes: Taxes are high in India, which as a result increases costs for travelers. The
tourism products in India, due to the prevailed rate of taxes, get overpriced for the
tourists.
Visa: Getting a visa for India is problematic for nationals of other countries as the
application form for visa is a very lengthy one and online option for getting visa is
non-existent. Moreover, there are no specification mentioned in the form for the size
of photograph, type of photograph, etc, this makes procurement of visa for India a big
hassle. In case of India, no group visa is provided to foreigners, who usually travel in
groups.
Security: The repeated terrorist attacks in India is a big drawback for India, as foreign
tourists planning to visit India are very skeptical about the security measures in India
and often cancel the planned trips to India. Apart from terrorist attacks, safety for
women is another area of concern. In other tourism centric countries, women and
tourists feel secure and roam freely, whereas in case of India, recent negative
incidents have created the perception of unsafe in case of India.
3.7
SECONDARY RESEARCH FINDINGS
The following table gives a comparative analysis of the secondary research findings with respect to
certain key macro and micro- indicators:
Macro-indicators:
1.
2.
3.
4.
5.
6.
7.
Infrastructure
Political Stability
Socio-Cultural aspects
Governments Tourism Policy
Law & Order Situation
Environment
Visa
Micro-indicators:
Accommodation Facility
Restaurants
Page 65
ACNielsen ORG-MARG
Airports & Flight Connectivity

Roads
Transport Facilities
Political Stability Scenario
Literacy Rate
Social Restriction or Taboos
Socio-cultural Events, Festivals & Malls
Tourism Products
Investment in Tourism Sector
Marketing Modalities
Branding of Tourism Products
Law & Order Situation
Pollution Levels
Environment Friendly Tourism Products
Environment Sustainability through Tourism
Visa Process
Page 66
ACNielsen ORG-MARG
Parameters
France
Turkey
USA
UK
China
Indonesia
Accommodation
facility
Difficulties are
being faced in
accommodating
large number of
tourists. France is
Trying to create a
new classification
of cottages and
ways to establish
new hotels. But
quality of present
hotels is good
Hotels in Turkey
have a capacity of
567,470 beds. In
addition, there are
many hotels under
construction with
an additional
capacity of 258,287
beds.
Tourist will find

different types of
hotels and resorts
that range from
luxury to budget. All
these US hotels
ensure outstanding
arrangements for
accommodation
High-class tourist
hotels are still in
restricted project
category.
Establishment of
high class
(four- and fivestar) hotels are
restricted
Regulations include
the effort to apply
environmentally
friendly standards
for the operations of
hotels in Indonesia
Restaurants
In France there
are all sorts of
restaurants, from
simple, small,
cozy ones to
famous, gourmet
restaurants,
along with
brasseries, inns
Turkish cuisine and

meat delicacies are
famous and easily
available for
gourmet seekers.
Turkey produces
lots of wonderful
vegetables, but
roast lamb or
mutton (kebab) is a
basis of Turkish
cuisine.
Fast Food is certainly

available all over the
USA and is very
popular. Food in the
United States is as
diverse as the
geography and the
people that live here.
Each region has its
particular style of
cooking or special
dish
From top class hotels,

to campsites and
everything inbetween. Hotels
throughout the U.K.
offer a variety of
experiences. Elegant
5* establishments
nestle alongside
quaint Victorian
listed buildings of
great charm with or
without the stars
U.K.
has
a
cosmopolitan fusion
of cuisines from all
over the world, as
well as particularly
British
specialties
such as Pie and
Liquor, Jellied Eels,
Bangers and Mash,
Angus Beef, British
Fry-Up, Nips and
Tatties,
Lancashire
Hot-Pot,
Haggis,
Cornish
Pastie,
Scones and Cream
Chinese food and

delicacies are
easily available.
Restaurants
provide a lot of
fresh vegetables,
meat, noodles,
rice, fish,
dumplings and
regional
specialties.
Restaurants provide
food which is a blend
of strong flavors
always accompanied
by nasi or rice which
is the most important
ingredient during
meals.
Page 67
ACNielsen ORG-MARG
Flight
connectivity
France is one of
the few countries
with good flight
connections
Turkish Airlines
offers passengers
with a varied set of
services including
in-flight television
on Trans-Atlantic
flights and wi-fi
internet access to
its passengers
Good Flight
Connectivity
Good Flight
Connectivity. The
ATOL scheme plans
to include flight plus
holidays.
Flights are well

connected
Indonesia is not so
well connected
Airport
The airports are

clean and
maintain high
standards of
quality and
safety. Strict
safety regulations
are enforced by
Frances Aviation
ministry at all
airports
The aviation market

in Turkey has
demonstrated
considerable
growth in the last
decade with the
introduction of
foreign carrier
crafts.
The best airports in

the U.S. share a few
things in common:
plenty of dining
options and
entertainment,
which could mean
live music, kids play
areas, spas, etc.
As a major tourist
destination, U.K. has
many major
international airports
as well as an ever
growing number of
regional airports.
Each of the larger

Indonesian islands
have at least one
international airport
Roads
France has a good

road system that
includes
everything from
motorways to
forest dirt tracks.
The quality of
Driving in Turkey is
challenging.
Although the roads
are mostly well
maintained, the
driving habits of the
local drivers are
American road
networks are the
best in the world
along with easily
accessible rental cars
for travel around
cities. Road safety is
Britain is well
connected by road
and rail. But, Britain
is a densely
populated country
road and rail
infrastructure is
China Airlines,
whose operations
are directly
supervised by the
General
Administration of
Civil Aviation of
China (CAAC),
always provides
a welcoming, safe
and high quality
service to visitors
traveling to China
Since 1985, the
Chinese
government has
given high
priority to
building roads,
particularly high-
Page 68
Massive
development of road
networks in
progress.
Transport
facilities
roads varies
enormously, few
urban roads and
minor roads in
rural areas at
some places are
poorly
maintained
Transport in and
around Paris is
operated by the
Rgie Autonome
des Transports
Parisiens (RATP).
It provides a fully
integrated bus,
rail and
underground
network for the
capital. French
high-speed trains
compete
successfully with
road and air
travel over long
distances, both in
cost and speed
ACNielsen ORG-MARG
outrageously bad
an issue in most
states with accidents
and speeding
incidents reported
regularly.
relatively crowded
and more prone to
traffic jams as
compared to other
countries.
quality roads that

connect
industrial center
Public transport
systems shall be
established and put
in place as running
for transportation
of passengers
between airport
and town centers.
Cities are well

connected by road
and rail. The Office of
Transportation and
Air Quality also
protects the
environment by
regulating air
pollution from motor
vehicles, engines,
and the fuels used to
operate them, and by
encouraging travel
choices that
minimize emissions
A major issue for

many inbound
foreign tourists is the
difficulty in access to
north and other
interior parts of
Britain in comparison
to the hugely
superior
international air, sea
and rail links in the
southeast.
Transport in
China has
experienced
major growth
and expansion in
recent years.
Page 69
The provision of
urban public
transport in face
problems including:
an overall lack
of capacity, lack of
quality and choice,
severe traffic
congestions and
insufficient fund to
renew and repair
vehicles
Political
Scenario
Literacy rate
Social
Restriction or
Taboos
Many protests
that took place in
late 1990s
reduced the
number of tourist
to France in that
particular period.
In Paris French
strikers
disrupted trains
and planes,
hospitals and
mail delivery
recently.
Slowdown in the
housing market
has resulted in a
severe decrease
in transfer duties.
GDP is 1.7%
99%
Not at all
orthodox. Very
few social
restrictions exist
ACNielsen ORG-MARG
Foreign visitor
arrivals dropped to
eight percent in
1992-1993 because
Kurdistan workers
party specifically
targeted Turkeys
tourism. Like many
economies, the
Turkish economy
has been affected by
the global financial
crisis with its
Finance Ministry
reporting that
Turkeys budget
deficit swelled to
23.2 billion. GDP is
6.6%
Bombing attempts in
USA resulted in
reduction in tourist
visits to USA. The
downturn in
economic activity
took effect earlier in
the United States and
the rate of job losses
was high. GDP is
1.5%
The global slowdown

has affected the
economy. Local
authorities across
England, Scotland
and Wales (including
fire and police
authorities) had over
1bn invested in four
of the Icelandic / UK
subsidiaries which
collapsed and the
principal amounts
invested and the
expected interest
yield are at risk. . GDP
is 1.1%
87.40%
Turkey being
placed almost in the
middle of Europe
and Asia is
culturally distinct
and taboos as
observed in middle
eastern countries
99%
After the 9/11
terrorist attacks,
time and again
religious distinction
against residence
from Middle Eastern,
South Asian
countries get
99%
Racism is prevalent
in many parts of UK.
Page 70
In 1989, political
protest
Tiananmen
Square affected
tourism of China.
Strikes that take
place because of
China and Tibet
problem affect
tourist visiting
China. In many
ways, China is
currently less
affected by the
financial crisis
than other
countries, due to
its more closed
financial system.
GDP is 9.5%
92.20%
No definite
restrictions or
taboos exist
Unstable political
condition that
Indonesia is
experiencing is not a
favorable condition
for Indonesia to
compete over
tourists visiting the
region. Financial
crisis affected
Indonesia through
three channels: stock
market; shortage in
capital markets,
including banking;
and in production.
GDP is 6.4%
90.40%
In social
perspectives, the
need is to minimize
the negative
influences of tourism
activities in social life
of local people who
live in or close to the
ACNielsen ORG-MARG
can also be
observed in some
parts of Turkey
reported.
tourism area
Malls and socio

cultural events
and festivals
France is the hub

of theatre,
fashion and
culture. Shopping
in France is an
enchanting
experience for
fashion lovers. In
France Carnival,
Music Festival
are occasions for
festivals in towns
across the nation.
France is also one
of the expensive
country.
More than 100

festivals are held in
Turkey every year.
Along with festivals
of local scale held in
almost every city of
the country,
cultural events and
other festivals of
international reach
are also organized
in major
metropolitan
centers such as
Istanbul, Ankara,
zmir and Antalya.
USA has an
interesting line up of
cultural
opportunities
including museums,
cultural festivals,
theatre, events, etc.
Within the walls are

literally hundreds of
stores/ Malls offering
a wide array of
merchandise and
incentives. Travel,
corporate hospitality,
cultural and sporting
events and festivals
in Britain attract
tourist.
Dragon Boat
Festival is a
traditional and
statutory holiday
associated with
Chinese culture.
Traditional
Chinese New
Year Festivals in
different cities,
Shanghai
international tea
culture festival is
held annually in
April, etc.
Offers cultural
diversity
compounded by
Hindu, Buddhist,
Islamic and
European colonialist
influences. In Bali,
where most of
Indonesian Hindus
live, cultural and
religious festivals
with Balinese dancedrama performances
in Balinese temples
are major attractions
to foreign tourists
Tourism
Products
Paris is the port

of entry to
Europe. Major
attractions are
the coasts, where
beach tourism
developed
Historic visits,
sports,
mountaineering,
sub-aqua diving,
tracking, golfing,
horse riding and all
other tourist
activity holidays,
cultural tours
Developing new
tourism products
Sport fishing in the
southeast United
States. Cruise Yachts.
Camping, Cruising,
Trekking, etc
London is easily the

most attractive
destination. It hosts
the largest share of
the countrys
overseas visitors
Tourism
products
represent niche
markets that are
increasingly
popular for
tourists
Tourism in Indonesia
is the activity of
selling the beauty of
nature and the
unique culture of
Indonesia
Page 71
Investment in
tourism sector
Huge
investments have
been made
involving various
stakeholders in
the industry
Marketing
modalities like
cost, medium,
targeted
segments etc.
Art is now
flourishing in
many other
modalities in
France. In France,
there is now
political interest
in the role of
wine tourism
Branding of
tourism
products
Air Frances new

ad campaign
designed to
express Air
Frances brand
ACNielsen ORG-MARG
Many plans have

not been
implemented. Most
of the income
generated by the
tourism department
goes abroad.
Investments plans
are in process
Promoting and
marketing the
Turkish tourism
product by opening
bureaus in Turkey
and abroad; and
Encouraging the
establishment of
professional
organizations
Huge investments
have been made
There is extensive
investment already
taking place in many
of the entry ports
Huge
investments are
being made in the
tourism sector
Indonesia in recent
years have increased
investments in
tourism sector.
Earlier United States

main market was
gambling. But, now it
is based on natural
tourism product.
UK tourism industry
which is of a massive
size is basically
dependent on public
funds for much of its
marketing activity,
the reason being the
sectoral need for
tourism firms to cooperate in promoting
a shared visitor
destination.
The country suffers

bad publication due
to the prevalence of
riots, loots and ethnic
conflicts.
By Unlimited
Turkey Campaign
Advertising,
Tourism succeeded
a lot. Government of
The Corporation for

Travel Promotion
unveiled its logo and
a global branding
strategy for
Stars Front 100m

British Tourism
Campaign To Cash In
On Renewed Royal
Appeal.
Researchers are
active in the
strategic
marketing of
tourism. Area
covers tourism
workplace
environments for
the social and
economic wellbeing of industry
stakeholders,
especially
employees and
organizations.
Ancient Town
Expo to promote
tourist resources.
The first
international
Page 72
Several campaigns to
promote Indonesian
tourism has been
launched, either by
government or
promise. Making
the sky the best
place on Earth. It
had premierd at
the film, LEnvol,
on its Facebook
page
Turkey had
launched an Impact
Challenger-created
ad campaign
running at Changi
Airport Singapore
Law & order

situation at
overall level
France boasts an
extremely low
violent crime rate
while trains and
the Metro Line 1
account for a
huge part of
crimes against
tourists in Paris.
Incidents of violent
crime against
tourists in Turkey
are rare. Street
robbery and pick
pocketing are
common in the
major tourist areas
of Istanbul
Pollution levels
There has been

considerable
progress made in
France in
achieving their
air quality
objectives aimed
at reducing levels
As Turkeys
economy
experienced high
levels of growth in
the mid-1990s, the
countrys boom in
industrial
production resulted
ACNielsen ORG-MARG
international tourism
marketing that
focuses on the
diversity and
potential of the U.S.
as a land of
awesome
possibilities.
There has been a
recent upsurge in
violent crime against
tourists. There are
several problems
related to crimes
against tourists
USA is by a massive
margin worlds
biggest polluter and
very
disproportionately
so
England, by and large

is a safe place to live
and visit, violent
crime against tourists
is rare. There are
developments in
Consumer Protection
for Travellers and
Holiday destinations
London has exceeded

its annual air
pollution limits. Air
pollution in London
has hit its highest
level since 2003
according to official
figures.
Page 73
exposition of its
kind displayed
the rich cultural
resources of less
well-known
ancient Chinese
cities and towns
private sectors
through various
medias; printed
media, television and
internet.
Crime against
foreigners is
rising. For an
instance, the
troubled Chinese
man, obsessed
with his
outstanding
debts, boarded
the tourist bus
and opened his
jacket to reveal
explosives
Air pollution
remains bad in
the capital,
triggering a wave
of anger. Air
pollution levels
stay high in China
Corruption, collusion,
and nepotism are
present in the
country. Safety of the
destination is
essential
Air pollution is a
problem in big cities,
including Jakarta
province, the capital
of Indonesia.
Environment
friendly tourism
products
Environment
sustainability
through tourism
ACNielsen ORG-MARG
of all major air

pollutants levels
(to among the
lowest in the
OECD) in all
sectors with the
exception of
transport
Mountain
tourism, green
tourism
in higher levels of
pollution and
greater risks to the
countrys
environment
Buildings,
structures and ruins
of historical cultural
and architectural
value will be
restored. Turkeys 3
big cities, stanbul,
Ankara and zmir,
are the famous
holiday destinations
Promoting green
lodging + ecofriendly bed &
breakfast including
certified green inns
eco tourism eco
hotels and
sustainable tourism
in USA
U.K.s public parks

and gardens are a
great starting point.
Gardens crafted by
landscape artists,
parks crafted by
nature and all tended
with love and
devotion to the craft
France is trying
to maintain
sustainable and
environmental
friendly tourism
Efforts being made

for sustaining both
natural and manmade values to
ensure a balanced
and sustainable
development.
Environment
Sustainability
through Green
Supply Chain
There is a need for

each local tourism
body to be
accountable for a
tourism destination
which takes care of
the natural
geography
Page 74
Mount Song,
Mount Hua,
Huangguoshu
Waterfall, Three
Gorges of the
Yangtze River.
Great Wall, many
on the Silk Road
like the Mogao
Caves, the
Shaolin Temple,
Hubei province,
Sichuan Province
Environmental
tourism is
picking up in
different sections
of the industry
Only some areas

consist of national
parks, rivers, and
forestsare
designated to be
used for eco-tourism.
Environmentally
friendly tourism, or
eco-tourism, has
been adopted in the
last five years. But
has not been a
mainstream in the
tourism development
Visa Process
Online Visa form

is available.
Imports into and
exports out of
France of
counterfeit goods
violating
trademarks are
offenses under
French general
Criminal Law,
and such goods
are deemed to be
prohibited
under French
Customs Law.
Parameters
Korea
ACNielsen ORG-MARG
Online Visa form is

available.
Australians and
Canadians do not
require Visa. Visa
can also be paid at
all ports of entry to
Turkey by cash
Malaysia
Online Visa form is

available A foreign
citizen who wishes to
enter the United
States must first
obtain a visa, either a
non-immigrant visa
for temporary stay,
or an immigrant visa
for permanent
residence. There are
US Customs
Declaration, Written
Declaration, Family
Declaration,
Exemptions that
need to be followed.
Visitors from
countries which
require entry visas
can sometimes find
the application
process difficult and
expensive. But efforts
are being made to
improve visa
availability without
compromising
national security.
Online Visa form is
available.
Singapore
Thailand
Page 75
The government
had enacted new
visa rules. New
regulations are
having more of
an impact on
foreigners living
and working in
China. Tourists
are also being
required to jump
through a few
extra hoops.
Completed visa
application form
can be
downloaded at
anyconsulate.
India
Visas can be obtained

on arrival as long as
your passport is valid
for an additional six
months. Has visa on
arrival for 63
countries and free
short visit visas for a
few countries.
Indonesia strictly
enforces its
immigration/visa
requirements.
Travelers who
overstay the date
stamped in their
Visa-on-Arrival are
subject to a fine of
200,000 Rupiah,
approximately U.S.
$22, per day, and
other sanctions
ACNielsen ORG-MARG
Accommodation
facility
The commercial centers Beach resorts, budget

of Korea have many
hotels, Five star hotels,
business hotels and
Malaysia offers it all.
motels. Korea is working
upon a business tourism
model.
Singapore offers
wide range of
accommodation
facilities for all
tourist categories.
Standardization of
hotels for personnel
services
The Indian hotel industry is

still in the nascent stages of
recovery and is yet to make
the transition.
Restaurants
Korean restaurants offer

traditional Korean
cuisine as well as live
kitchen experiences to
woo tourists
Malaysian food is an
extraordinary combination
of native Malay, Chinese,
and Indian food traditions,
sprinkled with Southeast
Asian, Portuguese and
Middle Eastern influences,
among others. Street food
and gourmet restaurants
meet the needs of tourists.
Multiculturalism of
local food, the ready
availability of
international cuisine,
and their wide range
in prices to fit all
budgets at all times
of the day and year
helps create a food
paradise
Thai restaurants are

reasonably priced
providing a delicate
balance of flavor and
taste sensations. Thai
food is seen as
healthy and light with
an emphasis on fruit,
vegetables, fish and
noodles.
Flight
connectivity
International airlines
have been expanded
Good Flight Connectivity.

Malaysia based Air Asia,
budget airlines are now
operating or planning to
start intra as well as inter
regional routes at prices
around 40% to 50%
cheaper than fares of
national carriers
Singapore has been

Thailand is well
the remarkable link
connected to the rest
between the East and of the world.
the West. Travel to
Singapore is
convenient with the
city having great
flight connectivity
from countries
across the world
The market for culinary

tourism to India is growing
as the countrys culinary
traditions continue to
garner increasing
international attention.
Cooking classes, both
formal and included in
home stays, are favorite
activities among foreign
visitors
India is well connected by
air on all international
routes and served by all
major international airlines.
These days domestic flights
in India are also cheap
Page 76
Airport
Roads
A number of South
Korea airports allow
domestic air traffic,
some international flight
services and yet others
allow both. Recent
reports show that South
Korea houses about 107
airports. The country
allows international
flights to connect to 8 of
its airports.
The infrastructure covers

and supports more than
150 areas or sites
including the newly
introduced Low Cost
Carrier Terminal (LCCT).
This will now enable the
airport community, such
as the service providers,
tenants and the
passengers, to enjoy
enhanced wired and
wireless access.
Highways in Korea are
Malaysias road system is
classified
extensive and is among the
as freeways (expresswa finest in Asia. It covers a
ys/motorways), national distance of 63,445 km.
roads and various
Excellent local and long
classifications below the distance bus, taxi cab and
national level. Almost all tourist coach services
freeways are toll
operate throughout the
highways and most of
country.
the expressways are
built. There are also
several privately
financed toll roads.
ACNielsen ORG-MARG
Singapore strives to
maintain high levels
of operational and
service standards to
meet airlines and
passengers needs at
two international
airports, viz. Changi
Airport and Seletar
Airport
Thailand has six

international airports
and 29 domestic
airports. Bangkok
airport is the largest
airport, which
transports 12 million
annual international
visitors and nearly
500 million domestic
tourists
Presently, India has 136

airports, of which 128 are
owned by Airports
Authority of India (AAI).
AAI is upgrading 35 nonmetro airports in the
country at an estimated cost
of around US$ 1 billion
Chronic bottlenecks
in road traffic
indicate, there is
excess demand for
road usage, but in
most cases pricing is
not undertaken
rationally.
Thailand has a good

road infrastructure.
Routes and photorecon of many roads
and highways are
available for visitors
and they are of great
assistance while
travelling
India has one of the largest

highway and road networks
on the planet, second only
to the road network of the
United States. The total
length of roads in the
country exceeds 3.01
million kilometers. But
India is also home to several
bad roads be it in the
metros, the cities or the
villages
Page 77
ACNielsen ORG-MARG
Transport
facilities
Domestic transportation
has been largely
improved. Operation of
interpretation services
and automated receipt
issuing machines in
taxis, etc
All major towns have

road, rail and air links and
there is a good public
transportation system
which includes rental cars,
taxis, buses, a Light Rail
Transit (LRT) System in
the capital city of Kuala
Lumpur which links to the
adjoining Klang Valley
District.
Political
stability or
scenario
South Korean Students

protest resulted in
decrease number of
tourists. South Korean
companies have faced
labor union problems in
the past making the
economy slack. GDP is
3.9%
The last major strike in

Malaysia occurred in 1962.
9,000 railway workers
went on strike to demand
conversion of daily wages
be changed to monthly
salaries. Malaysian
economy was insulated
from the direct effects of
financial exposure because
the new derivatives were
not allowed into the
country; the global
financial crisis has cast
doubt on the
Governments plans. GDP
is 5.2%
The government
constructed roads in
a radial pattern
converging toward
the downtown and
took the users-pay
approach to tackle
congestion. Massbased public
transportation
system was also
instituted.
In terms of both
current and capital
accounts, Singapore
has a very open
economy, yet the
impact of the crisis
was less severe in
comparison to much
less open economies
in the region. Sectors
such as commerce,
transport, tourism,
and financial
services, which have
a large regional
exposure, were badly
hit. GDP is 5.3%
Page 78
Standardization of
transportation
services
India is not a country most

foreigners can drive in. The
traffic can be chaotic and
daunting. The public
transport system does not
meet international
standards.
Protests and clashes

between Thai forces
and anti-government
protesters in
Bangkok has affected
Thailands economy
and tourism. GDP is
1.5%
Frequent terrorist attacks

and global economic
slowdown have resulted in
a fall in the number of
tourists travelling to India
for 2009. GDP is 7.8%
Literacy rate
Social
restriction or
taboos
Malls and socio

cultural events
and festivals
97.90%
The variable
social/legal/religious/c
ultural infraction of
sexual relations with
close kin. For the
biological act of
reproducing with close
kin, see inbreeding. For
the descriptive term for
blood-related kin,
see consanguinity.
Korea is a cultural
ambassador between its
powerful neighbors. It
very well showcases its
traditional culture and
festivals throughout the
year
ACNielsen ORG-MARG
88.70%
92.50%
Social taboos exist in most Singapore being a
cultures, both Western and disciplined society
non-Western
adherence to law is
strict, violation of
which can result in
penalties and jail
terms.
Multiculturalism has not

only made Malaysia a
gastronomical paradise, it
has also made Malaysia
home to hundreds of
colorful festivals. Malaysia
is a shopping paradise and
leisure travel with the
presence of malls and
shopping markets.
Multi-ethnicity of
Singapore has
resulted in myriad of
events. Thaipusam is
celebrated by the
Singaporean Hindus
with zeal. Singapore
Arts Festival and
Singapore Garden
Festival. Singapore
Sun Festival, the
Christmas Light Up,
and the Singapore
Jewel Festival are
held every year
Page 79
92.60%
Thailand has a more
strict view on the
removal of shoes
than the Japanese.
The Thais have a
strong view of their
king and talking
down about him or
any authority could
land in a very hot
seat with the locals.
Thailand is a land of
colorful festivals,
mirth and merry
making. Most of these
festivals are observed
according to the rules
of the lunar calendar
on different dates in
different years. The
remarkable ones are
Chiang Mai Winter
Fair, The River Kings
Festival, Bangkok
China Town Festival,
Pattaya Festival
61%
Social restrictions and
taboos are traditionally
getting less with
globalization and exposure
to western media.
India is a vast country with

28 states and seven Union
Territories where over
hundreds of sects and subsects reside. It is a land of
gaiety and tradition. It is
said that India celebrates
one festival each day in
some part of the land. Like
CAPE FESTIVAL
(Kanyakumari), PINJORE
HERITAGE FESTIVAL
(Pinjore, Haryana), PURI
BEACH FESTIVAL (Puri).
ACNielsen ORG-MARG
Tourism
products in
place and also in
the
development
stage
Korea has made efforts

to improve the structure
and quality of tourism
services and products,
and to adapt them to the
new competitive
environment.
Malaysian/Perlis State
government is trying to
improve the planning,
management and
promotion of Perlis State
Park and the Thaleban
National Park in Southern
Thailand as a transborder
tourist attraction
Sentosa a large
island of Singapore,
Fort Siloso, its
historical museum,
the Underwater
World aquarium and
the Tiger Sky Tower.
The Underwater
World aquarium and
the Tiger Sky Tower
Culture and history

such as Sukhothai
and Chiang Mai,
MICE, Cruises,
Honeymoon, and
shopping. Man-made
attractions such as
Ko Rattanakosin and
the Elephant Village
Investment in
tourism sector
The budget assigned to

tourism by the central
government was around
US$ 179 million, which
is injected primarily into
tourism development
projects undertaken by
local self-governing
organizations.
Many projects and

programs are undertaken
by the Malaysian
Government to promote
the Tourism industry in
Malaysia. Like conducting
fairs on tourism, Arranging
for seminars and
workshops. The Malaysian
government is totally
committed to the
development of this sector.
Singapore is a
destination of choice
for global investors
and international
travelers. Within
Singapores unique
enterprise
ecosystem,
manufacturing and
services continue to
be the twin engines
of growth. The
Singapore Tourism
Board aims to triple
tourism receipts to
$30 billion and
double visitor
arrivals to 17 million
Detailed analysis of
the growth in
Thailands tourism
industry has been
conducted, exploring
figures indicating
that the number of
visitors reached
almost 16m in 2010.
Government has
planned to increase
the investment
figures to promote
the tourism of
Thailand.
Page 80
A new policy guideline to

promote Caravan Tourism
in India has been
implemented. India
presents heritage and
cultural tourism along with
medical, business and
sports tourism. India has
one of the largest and
fastest growing medical
tourism sectors.
The positive attitude of the
government has allowed
100 percent FDI in this
sector. In the Indian union
budget 2010, the Indian
government has given more
than INR1,000 crore to the
Ministry of Tourism.
ACNielsen ORG-MARG
visitors by 2015.
Marketing
modalities like
cost, medium,
targeted
segments etc.
The government has

been carrying out
several projects
including development
of the Seven Cultural
Tourism Zones (19992003), South Coast
Tourism Belt (20002009) and the Confucian
Culture Zone in
northern
Gyeongsangbuk-do
(2000-2010).
The policies recommended

in the NTPS is the
promotion of Malaysia as a
shopping destination
Establishing
Singapore as a sports
destination to Boost
tourism
Page 81
Promote
international sports
events as a major
tourist activity.
Establishing
guidelines for the
integrated
development and
standardization of
tourism products and
services, especially in
areas like natural,
historical and
cultural attractions
Promotional efforts
undertaken overseas
include advertising in the
print & electronic media,
participation in fairs &
exhibitions, organizing
seminars, workshops, road
shows & India evenings
ACNielsen ORG-MARG
Branding of
tourism
products
Korean Air has posted

television commercials
on their You Tube
channel, but the sad part
that they are receiving
little to no attention.
Korean Air is
strategically utilizing a
Facebook fan page to
attract a social
following, which is a
very good step
TheMalaysia: Truly Asia

campaign won the ISC
Group another gold award
for Best Sustained
Success at the Asian
Marketing Effectiveness.
The Zoom! Malaysia
campaign is expected to
receive a boost in
promotions with the
launch of its livery
advertising on Air Asias
aircraft.
Brand Your
Singapore, which
took off after
Uniquely Singapore
campaign, focuses on
international
tourism in Singapore
Law & order

situation at
overall level
While the crime rate in

Korea is low, petty crime
exists, particularly in
major cities such as
Seoul and Busan. There
have also been some
instances of sexual
assault and other violent
crimes against foreign
tourists and expatriates.
Malaysian police and the

Malaysian Association of
Hotels have joined forces
to track down gangs of
organized foreign thieves
who have been preying on
guests at top hotels over
the last few years.
Major crimes against

tourists in Singapore
are uncommon. The
crime rate in
Singapore is one of
the lowest in the
world although petty
crimes such as pick
pocketing and purse
or briefcase
snatching occur in
Page 82
Use of Thai
uniqueness as the
countrys selling
point while
establishing a brand
image for each region
and push them to be
developed
accordingly. The
Tourism Authority of
Thailand (TAT)
launched their EMarketing Campaign
for Medical Tourism
in Thailand and its
website
www.ThailandMedTo
urism.com
Identifies access and
monitor the scope
and degree of tourist
risks. Provides
appropriate guideline
and information on
tourism safety.
Criminal proceedings
against the
perpetrators of
offences
Advertising in the print &

electronic media,
participation in fairs &
exhibitions, organizing
seminars, workshops, road
shows & India evenings,
printing of brochures and
collaterals, brochure
support/joint advertising
with Travel Agents / tour
operators
Tourist locations and

markets are visited by
criminals looking to target
foreigners. Westerners,
including U.S. citizens, have
become victim of robbery,
rape and other violent
attacks. Petty crime, like
pick pocketing, bag
snatching etc. are
widespread in India.
ACNielsen ORG-MARG
tourist areas, hotels.
Pollution levels
South Koreas much

smaller population is the
ninth largest consumer
of ozone-depleting
chlorofluorocarbons
(CFCs). City sewer
systems are overtaxed
Air pollution from

industrial and vehicular
emissions, water pollution
from raw sewage and
deforestation are the main
concerns of Malaysia.
Malaysia has natural
hazards of flooding as well.
When it comes to
good, clean air,
Singapore trumps
many of its Southeast Asian neighbors,
but its air quality still
falls short of world
standards.
Industrial growth has

created high levels of
air pollution in
Thailand. Vehicles
and factories
contribute to air
pollution, particularly
in Bangkok.
Environment
friendly tourism
products
Environment-friendly
agricultural and marine
products, health foods,
Korean herbal
medicines. Hanok,
traditional Korean
houses, are
environment-friendly
establishments as they
are built with materials
readily available in
nature, such as wood,
earth, stone, straw, clay
(for ceramic roof tiles),
and paper attracting
tourist
Eco- and agro-based

tourism that projects the
countrys tropical climate
and terrain will also be
developed . These will
include areas
encompassing hot springs,
waterfall, lakes, rivers,
forest, reserves,
agricultural parks and
fishing villages as well as
oil palm and rubber
estates.
Singapore River,
Gardens by the Bay
Parks and forests like

Phetchabun and
Kanchanaburi
Page 83
Stealing of valuables of
foreigners from luggage on
trains and buses is common
Air pollution from vehicle
exhaust and industry is a
worsening problem for
India. Exhaust from vehicles
has increased eight-fold
over twenty years ago.
The concept of eco friendly

tourism is growing in India.
Eco-Tourism Pioneers in
Kerala, Jungle Lodges and
Resorts in South India, The
Camp BodhiSatva Rajgarh,
Himachal Pradesh, etc
ACNielsen ORG-MARG
Environment
sustainability
through tourism
There are plans to

ensure that tourism
policy is 84armonized
with economic and
environmental policies
Malaysia over the past 10

years had focused on the
exploitation of its diverse
nature and culture based
attractions. The
nature/culture theme is
taken up by most state
governments
Supports
environmental/histo
ric conservation. To
be able to contribute
to sustainable
development
Visa Process
Online visa is available
Visa-on-arrival shall be
given only to foreign
nationals who already
have a visa to enter
Singapore or Thailand.
However, nationals from
some of the African
countries are NOT entitled
to apply for visa on
arrival. Online visa form is
available
Online visa form is

available
Page 84
Develop as well as
promote sustainable
tourism with the
least environmental,
natural, social and
cultural impact, so as
to preserve the
existing national
resources for the
benefits of later
generations.
According to the
Interior Ministerial
Announcements,
passport holders
from some countries
may apply for visas at
the immigration
checkpoints for the
purpose of tourism
for a period not
exceeding 15 days.
Online visa form is
available
Rural Tourism in India is

now one of the niche
tourism products which
holds good potential to
attract upmarket
clients.Governments plans
to maintain environmental
sustainability through rural
tourism projects
Citizens of Finland, Japan,

New Zealand, Singapore,
Cambodia, Vietnam,
Philippines, Laos and
Myanmar can get a tourist
visa on arrival. It is valid for
30 days. Online visa form is
available.
ACNielsen ORG-MARG
SCORES BASED ON SECONDARY RESEARCH FINDINGS
3.8
The secondary scores are used along with scores given by travelers for each tourism parameter of countries to determine the
competitiveness of countries vis--vis India in the tourism sector. The scores are based on available information and secondary
source analysis conducted based on the following parameters which govern the micro and macro tourism parameters selected for
the study:
-
3.8.1
Tourism Management
Innovation and Creativity
Interventions & Approach
Access to Resources, Information
Quality of Service
o Professionalism & Efficiency in Service
o Taxes / Cost of service
Operational Governance
o Strategy, Planning and implementation processes
o Awareness
Safety Issues and Redressal Mechanisms
Scores in Comparison with Developed Countries

India is positioned fifth when compared to the developed countries in terms of competitiveness on the following macro and micro
parameters.
Macro Parameters
Micro Parameters
France
Turkey
USA
UK
Page 85
China
India
Infrastructure
Political Scenario
Social aspect
Governments
Tourism Policy
Law & order

situation at overall
level
Environment
ACNielsen ORG-MARG
Accommodation facility
Restaurants
Flight connectivity
4
5
4
4
5
5
5
5
5
4
4
4
Airport
Roads
Political stability or
scenario
Literacy rate
Pollution levels
Environment friendly
tourism products
Social restriction or
taboos
Malls and socio-cultural
events and festivals
Tourism products in
place and also in the
development stage
Investment in tourism
sector
Marketing modalities
like cost, medium,
targeted segments etc.
Branding of tourism
products
Law & order situation
at overall level
Page 86
Visa
ACNielsen ORG-MARG
Environment
sustainability through
tourism
Visa process
3.68
4.05
4.05
3.21
Total
3.8.2
Scores in Comparison with Developed Countries

India is again positioned fifth when compared to the developing countries all from Asia and the Southeast majors Malaysia,
Singapore and Thailand in terms of competitiveness on the following macro and micro parameters.
Indonesia
Republic of
Korea
Malaysia
Singapore
Thailand
India
Accommodation
facility
Restaurants
Flight connectivity
4
3
4
3
4
4
4
4
4
4
4
4
Airport
Roads
Political Stability
Political stability or
scenario
Social aspect
Literacy rate
Social restriction or
taboos
Macro Parameters
Infrastructure
Micro Parameters
Page 87
Malls and socio

cultural events and
festivals
Tourism products in
place and also in the
development stage
Investment in
tourism sector
Governments
Tourism Policy
Marketing
modalities like cost,
medium, targeted
segments etc.
Branding of tourism
products
Law & order
Law & order
situation at overall situation at overall
level
level
Pollution levels
Environment
friendly tourism
Environment
products
Environment
sustainability
through tourism
Visa process
Visa
Total
ACNielsen ORG-MARG
3.37
3.68
4.05
3.95
3.89
3.21
Page 88
ACNielsen ORG-MARG
CHAPTER IV
PRIMARY SURVEY FINDINGS
4.1 DEMOGRAPHIC PROFILE OF TRAVELERS

4.1.1
Type of Traveler
The chart below gives the percentage distribution of International travelers and Indian which is
20% and 80% respectively.
Type of Traveller
20%
80%
International
(n=560)
Indian (n=140)
4.1.2
Cities for Traveler Interviews
The following chart gives the percentage distribution of number of interviews of travelers
conducted in each state. 33% interviews have been conducted in Delhi which is the highest. 24%,
23% and 20% interviews have been conducted in Kolkata, Bangalore and Mumbai respectively.
City of Interview
24%
20%
Mumbai (n=1399)
Delhi (n=234)
23%
33%
Bangalore (n=158)
Kolkata (n=169)
Page 89
4.1.3
ACNielsen ORG-MARG
Gender Distribution of Travelers
As can be seen from the following pie-chart males travel more in comparison to female travelers. As
per the findings from the survey conducted, 56% males travel across the world while only 44%
female travelers have been observed.
Gender of Travellers
44%
56%
Male (n=394)
Female (n=306)
4.1.4
Age Distribution of Travelers
Pie-chart below shows the percentage distribution of travelers according to their age. It can be seen
from the chart that people in the age group of 26-35 travel maximum (38%) followed by travelers
in the age group of 36-50 (35%). Adults above 61 years and children below 18 years hardly travel.
17% and 8% travelers are in the age group of 18-25 and 51-60 years respectively.
Age Distribution of Travellers

2%
8% 1%
17%
35%
38%
Below 18 yrs
(n=5)
18 - 25 yrs
(n=119)
26 - 35 yrs
(n=263)
36 - 50 yrs
(n=244)
51 - 60 yrs (n=58)
Page 90
4.1.5
ACNielsen ORG-MARG
Occupation of Travelers
As can be seen from the bar chart 30% self employed people travel which is maximum as compared
to other sectors. Students going abroad for pursuing higher studies and people working in the
private sector travel almost equally 19% and 18% respectively. Travel of students and private
employees is followed by 17% travel of businessmen. However, housewives hardly travel whereas
travel of Government employees is 11%.
Occupation of Travellers
35%
30%
25%
20%
15%
10%
5%
0%
30%
19%
11%
Business
(n=119)
4.1.6
18%
17%
Self
employed
(n=211)
Govt.
service
(n=75)
Private
service
(n=123)
Student
(n=136)
3%
2%
Housewife
(n=22)
Other
(n=14)
Level of Education of Travelers
Level of education attained plays a significant role in order to get visas as entry to different
countries. Travelers having graduate degrees and above travel the most (89%) as compared to
travelers having higher secondary degree or people who do not have any formal education.
Level of Education of Travellers
4%
0% 6%
No formal education (n=1)
Higher Secondary (n=29)
89%
Graduate & above (n=398)

Any Other (n=20)
Page 91
4.1.7
ACNielsen ORG-MARG
Distribution of City of Interview vs. Type of Traveler
Following bar chart depicts the percentage distribution of domestic as well as international
travelers in Indian metropolitan cities viz, Mumbai, Delhi, Bangalore, Kolkata. As per the survey
findings 36% travelers visiting Delhi are from within India i.e. mostly domestic travelers travel to
Delhi. 18%, 9% and 8% domestic travelers travel to Kolkata Mumbai and Bangalore respectively
whereas 92%, 91%, 82% and 64% international travelers travel to Bangalore, Mumbai, Kolkata and
Delhi respectively. Maximum numbers of domestic travelers visit Delhi and maximum number of
international travelers visit Bangalore.
All Travelers City of Interview vs. Type of Traveler
100%
8%
9%
18%
36%
80%
Indian
Traveller
60%
40%
92%
91%
64%
82%
International
Traveller
20%
0%
Mumbai
(n=1399)
Delhi (n=234)
Bangalore
(n=158)
Kolkata (n=169)
4.2 TRAVEL PARTICULARS

4.2.1
Survey of Countries Visited
The bar graph below depicts the percentage of different countries according to number of visitors
or tourists traveling to each of the below mentioned countries. France has the highest number of
visitors (17%) coming as compared to other countries. The share of UK and USA which is 15% and
13% respectively is also not very low in comparison to France. Turkey and Thailand seem to have
promoted tourism really well each having share of 10%. Turkey and Thailand are followed by
Malaysia (9%) and China (9%). Indonesia and Korea need to upgrade their tourism policies,
products and enhance tourism by promotional activities as they have relatively low share (5%).
Page 92
ACNielsen ORG-MARG
Countries Visited
20%
17%
16%
15%
13%
10%
12%
9%
9%
8%
5%
10%
8%
5%
4%
0%
4.2.2
Age vs. Country Visited Distribution of International Tourists
As can be seen by the bar chart maximum tourist to all the eleven countries are between 26-50
years of age. In UK, 24% tourist are in the group of 18-25 which the maximum as compared to other
countries for the same age group. Likewise, in Thailand 12% tourist are in the age group 51-60
years which is the maximum among all the countries for the same age-group.
International Tourists Age vs. Country Visited
100%
2%
8%
2%
9%
1%
9%
1%
8%
37%
34%
34%
31%
80%
60%
40%
34%
33%
42%
20%
18%
0%
21%
15%
1%
12%
2%
11%
9%
4%
7%
6%
9%
4%
Above 61
12% yrs
40%
36%
44%
41%
32%
30%
35%
24%
35%
40%
11%
11%
40%
36%
7%
12%
51 - 60
yrs
36 - 50
yrs
33%
38% 26 - 35
yrs
20%
16% 18 - 25
yrs
Below 18
yrs
Page 93
4.2.3
ACNielsen ORG-MARG
Age vs. Country Visited Distribution of Indian Tourists

Following chart depicts the distribution of Indian travelers visiting countries according to
their age. As can be seen by the bar chart maximum tourist to all the eleven countries are
between 26-50 years of age. In UK, 32% tourists are in the group of 51-60 which is the
maximum as compared to other countries for the same age group.
Indian Tourists Age vs. Country Visited
100%
17%
14%
26%
32%
6%
14%
17%
80%
60%
35%
25%
43%
43%
26%
5%
15%
7%
7%
0%
50%
8%
29%
14%
36 - 50 yrs
53%
21%
37%
5%
59%
43%
Above 61
yrs
51 - 60 yrs
33%
40%
20%
5%
14%
50%
60%
64%
20%
21%
52%
26 - 35 yrs
29%
18 - 25 yrs
Below 18
yrs
4.2.4
Age vs. Country Visited Distribution of Both International & Indian Tourists
Following chart depicts the distribution of International as well as Indian travelers visiting
countries according to their age. As can be seen by the bar chart maximum tourist to all the
eleven countries are between 26-50 years of age. In UK, 22% tourist are in the group of 18-25
which the maximum as compared to other countries for the same age group. Likewise, in
Thailand as well in Indonesia 12% tourists are in the age group 51-60 years which is the
maximum among all the countries for the same age-group.
Page 94
ACNielsen ORG-MARG
All Travelers Age vs. Country Visited

100%
2%
9%
2%
9%
1%
11%
1%
11%
37%
35%
36%
31%
1%
11%
2%
12%
10%
39%
37%
43%
4%
9%
6%
8%
4%
12% Above 61
yrs
45%
37%
35%
80%
60%
51 - 60 yrs
36 - 50 yrs
40%
35%
33%
35%
39%
39%
40%
41%
33%
9%
10%
6%
9%
20%
17%
0%
20%
2%
13%
22%
31%
36% 26 - 35 yrs
17%
12%
18 - 25 yrs
Below 18
yrs
4.2.5
Source of Information on Countries Visited
As can be seen from the graph maximum information (60%) about travelers visiting different
countries is gathered from websites/internet followed by 49% of the information that is received
by friends/relatives. Magazines/books and TV-travel/geography channel contribute almost equally
in providing information about the different countries visited which is 28% and 24% respectively.
Hollywood movies contribute around 9% and information gathered by previous visit to any of the
countries contributes to about 8%. Remaining sources of information contribute little and are
almost negligible.
70%
60%
50%
40%
30%
20%
10%
0%
Source of Information on Countries Visited

60%
49%
28%
9%
2%
24%
5%
4%
3%
8%
5%
9%
Page 95
4.2.6
ACNielsen ORG-MARG
Countries Visited Value for Money or Not
As can be seen from the pie chart 98% of travelers find the tourist destinations worth spending
money across ten countries viz France, Turkey, USA, UK, Indonesia, Malaysia, Singapore, Thailand,
Korea and China. As per the survey conducted, only 2% tourist did not find the destinations, value
for money.
Value for Money Destination
2%
98%
4.2.7
Yes (n=686)
No (n=14)
Accommodation Availed by Travelers while visiting the Chosen Countries
As can be seen from the pie chart, 57% of the visitors traveling across different countries prefer to
stay in star category hotels followed by 29% stay in mid-range hotels. The primary reason being,
not all the travelers have relatives at all places to which they travel. 25% people like to stay with
friends/family; given travelers have relatives at places to which they travel. 22% and 17% prefer
living in resorts and budget hotels to make their stay reasonable and cheaper as compared to
staying in expensive hotels.
Page 96
ACNielsen ORG-MARG
Accommodation Availed While Travelling

Resorts (n=198)
2%
25%
22%
Star Category Hotels

(n=508)
Mid Range Hotels (n=255)
17%
Budget Hotels (n=154)
57%
Staying with
Friends/Family (n=223)
29%
Others (n=16)
4.2.8
Source of Information vs. Countries Visited by Travelers
The table below depicts the information gathered from different sources such as Hollywood movies,
posters, magazines, etc about the visitors visiting various countries.
France
Source of Information on
countries visited
Turkey
United
States of
America
United
Kingdom
China
Hollywood movies
N
20
%
11
N
13
%
12
N
22
%
16
N
10
%
6
N
8
%
9
Posters / Billboards
Magazines / Books
69
37
40
36
47
35
51
32
31
34
Digital (Face book / U tube)
10
TV - Travel /Geography
channel
Websites / Internet
54
29
43
38
44
33
32
20
13
14
102
55
62
55
85
63
95
59
72
78
Friends / Relatives
111
60
68
61
76
56
87
54
39
42
FM Radio
Page 97
ACNielsen ORG-MARG
Consumer Fairs & Exhibitions
Previous Visit
19
10
10
11
14
It is the country where I have

my roots
Any other
13
14
14
10
13
17
19
Total
186
100
112
100
135
100
160
100
92
100
The table below depicts the information gathered from different sources such as Hollywood movies,
posters, magazines, etc about the visitors visiting various countries.
Source of Information on
countries visited
Hollywood movies
Indonesia
N
3
%
6
Republic
of Korea
Malaysia
N
3
N
7
%
8
N
9
%
11
N
9
%
9
N
104
%
9
29
%
6
Posters / Billboards
Singapore
Thailand
Total
Magazines / Books
17
33
19
39
25
28
23
28
33
34
355
28
Digital (Face book / U

tube)
TV - Travel
channel/Geography
channel
Websites / Internet
60
17
18
20
23
18
22
23
24
265
24
37
71
38
78
61
69
56
68
71
73
679
60
Friends / Relatives
27
52
18
37
53
60
48
58
48
50
575
49
FM Radio
42
Consumer Fairs &

Exhibitions
Previous Visit
31
12
12
96
41
It is the country where I

have my roots
Any other
15
16
11
12
13
16
18
19
125
Total
52
100
49
100
89
100
83
100
97
100
1055
100
Page 98
4.2.9
ACNielsen ORG-MARG
Countries Visited Value for Money Destinations or Not
The table below depicts the responses of travelers on whether the tourist destinations in the
following countries are worth spending money or not.
Value for Money
Destination
or
not
France
United States of
America
Turkey
United
Kingdom
China
Yes
N
182
%
98
N
111
%
99
N
132
%
98
N
157
%
98
N
90
%
98
No
186
100
112
100
135
100
160
100
92
100
Total
The table below depicts the responses of travelers on whether the tourist destinations in the
following countries are worth spending money or not.
Value
for
Money
Destination
or not
Yes
Indonesia
Republic of
Korea
Malaysia
Singapore
Thailand
Total
50
96
49
100
89
100
82
99
96
99
1038
98
No
17
Total
52
100
83
100
97
100
1055
100
49
100
89
100
4.2.10 Duration of Stay

Following table below gives the mean, maximum and minimum number of days for which travelers
usually stay in the below mentioned countries.
Duration of Stay in the Countries
France
Turkey
United States of America
United Kingdom
China
Indonesia
Mean
Minimum
Duration Duration
15.6
13.0
16.1
17.1
15.3
12.7
Maximum
Duration
4
6
6
3
4
2
60
20
90
90
70
30
Page 99
Republic of Korea
Malaysia
Singapore
Thailand
India
ACNielsen ORG-MARG
15.1
14.6
12.9
13.5
13.5
3
3
6
10
3
50
24
20
14
-
4.3 REASONS FOR VISITING THE COUNTRIES

4.3.1
Reasons for Visiting France
France tops the list of nations with the maximum tourist arrivals in the world. Some of the
important reasons for its top ranking are tourism, shopping, French cuisine, etc. France has a
variety of landscape and geography which attracts tourists for holidaying purposes. Paris is the
entry port to Europe and the fashion capital of the world. France presents an amalgamation of
leisure and fun travel to tourists making it a popular destination. French cuisine is considered as
one of the best in the world.
French cuisine and food is the most pleasant experiences of tourists in France with others mooting
for France natural beauty, landscape and abundant tourist spots including museums being favorite
spots visited by tourists. France is at the same time is an expensive destination for budget travelers.
Tourists also feel unpleasant with the people due to language barrier, which creates communication
problems for travelers in the country.
4.3.2
Reasons for Visiting Turkey
Turkeys historic past and monuments combined with present efforts to make it a destination for
sport and adventure tourism has makes Turkey a much sought after destination for travel. Turkeys
culture and cuisine along with its traditional carpet weaving industry are important reasons for
visiting Turkey as per the respondents. Some of the unpleasantness is caused by the language
barrier and the socio-political changes that have taken place since the second of the twienth
century.
4.3.3
Reasons for Visiting USA
United States has the second largest tourist arrivals in the world. The most common reason for
travel to USA is to meet family and friends, discovering new destinations and for work. USA is the
most favored work destination due to its strong economy and development. The cuisine is an
amalgamation of the many communities that have migrated and settled in the US through the
Page 100
ACNielsen ORG-MARG
decades. The main attractions are its food chains like MacDonalds, KFC and Star Bucks which have
made USs cuisine world famous.
Crime has been cited as the most unpleasant feature of travel in USA. USA is also an expensive
country as the dollar goes strong against many currencies around the world.
4.3.4
Reasons for Visiting UK
United Kingdom boasts for some of the world famous destinations in the world including London.
UK has more than 6.5 million foreign-born populations in the country28. Thus, the largest number of
travelers responded to visit Britain to meet family and friends residing in the UK. UKs varied
climate and landscape which varies from south Britain to the Scottish Highlands is the second other
reason to visit Britain for holidaying and shopping purposes.
Travelers feel unpleasant about the high cost of travelling in Britain. The people according to many
respondents are unpleasant feature of United Kingdom.
4.3.5
Reasons for Visiting China
Chinas heavy investment into its industries and infrastructural facilities in the past decade has paid
off with China being raned as the third largest country in tourist arrivals in the world. The
important reasons for travel to China are for work and for shopping. Chinese technology boom and
its relatively cheaper products make it a pleasant travelers experience as well as reasons for travel
for shopping and business to the country. Chinese culture, strides made in technology and
infrastructure are some of the pleasant features of China. Unpleasantness to travelers is caused by
the people due to the language barrier which creates lack of communication and unpleasantness fro
tourist.
4.3.6
Reasons for Visiting Indonesia
Indonesia ranks 37th in world tourism rankings by United Nations World Tourism Organization
ahead of India at the 40th position. The most important reason to travel to Indonesia is for work and
holiday and tourism destinations. Indonesias culture, heritage sites and natural beauty are some of
the pleasant features accounted by respondents in the primary survey. Indonesia a developing
country has similar problems like India such as poverty, hygiene and cleanliness issues and disaster
management, ete which cause unpleasantness to travelers.
28
http://migrationobservatory.ox.ac.uk/briefings/migrants-uk-overview
Page 101
4.3.7
ACNielsen ORG-MARG
Reasons for Visiting Republic of Korea
An important reason to travel to Korea is for work. . Korea in the past decade is gradually opening
up and has tied up with China and other neighboring countries to attract more tourists. Korea
located in the Far East is appreciated for its culture, natural beauty and scenic locales, its cuisine
and friendly people. Koreas language divide and single language use creates communication gaps
for tourists giving trouble to tourists. Communication problems lead to less interactions with the
people makes them unpleasant features for travelers as identified by respondents.
4.3.8
Reasons for Visiting Malaysia
Malaysia ranks ninth in world tourism rankings for international tourist arrivals in the world.
Malaysia is one of the prime holiday destinations in South East Asia. Malaysia offers a wide variety
of options in terms of beach, and destination tourism. Malaysia is also famous as a shopping
destination with shopping complexes and street shopping being popular among tourists. Malaysias
relaxed visa policies for tourist also encourage tourists to visit the country. Malaysian language is
an unpleasant feature according to respondents.
4.3.9
Reasons for Visiting Singapore
Holiday and shopping, leisure travels are reasons for traveling to Singapore. Singapores shopping
districts, beaches; scenic locales around the city are other important reasons for travel to
Singapore. Singapores language and people are reported unpleasant features for travelers.
4.3.10 Reasons for Visiting Thailand

Thailand has the fourth largest tourist arrivals in Asia. Thailand is popular as a holiday and
shopping destination. Thailands beaches, shopping facilities and food are pleasant attributes for
travel. The countrys varies locations and cultural heritage are other features attracting tourists.
Crime in Thailand and the language problem are some unpleasant features for Thailand according
to the primary survey.
4.4
LEVEL OF IMPORTANCE OF ATTRIBUTES RELATED TO TOURISM
The primary survey undertaken in the five metropolitan cities also gauged the level of importance
attributed by tourists to 19 attributes on a five point scale. The respondents have clearly identified
Page 102
ACNielsen ORG-MARG
Accommodation (57.8%) and internal transport facilities (56.5%) as two highly important attributes
which can tip the experience of the tourists towards a favorable or unfavorable experience at a
destination. Some of the other highly important attributes as given by respondents are Road
standards (48.7%), Taxes imposed on tourists (48%), Pollution level (47.5%), Restaurants (47.3%),
International Flight Connectivity (47.1%), Visa (44.6%), Signage (43.8%), Socio-Cultural Events and
Festivals (41.1%), Crime against Foreign Travelers (41.1%), Quality and price of Food Stuffs
(40.4%), Hygiene & Cleanliness (40.4%), Local Diseases (36.6%).
Whereas, airport infrastructure (42%), Social restriction and taboos (38.8%), Crowds (36.8%),
Protests or Strikes (34.6%), and Beggars touts and middlemen (34.8%) have been identified as
moderately important issues by interviewees during the survey. The detailed survey findings are
provided in Annexure 1.
4.5 SATISFACTION LEVEL OF TRAVELERS FOR DIFFERENT COUNTRIES

In terms of traveler experience France is ranked as the most satisfying destination followed by
United States of America and United Kingdom with respect to the 19 attributes and microparameters identified for the study. The developed countries like France have a much more
organized system for tourism management and services which gives them the competitive edge
over the developing nations. India lags behind these nations including China due to its poor road
standards, destination management processes, pollution, hygiene and cleanliness, high population
density, poverty and beggars found around the cities, etc.
In comparison to the developing and emerging markets Singapore leads the index for traveler
satisfaction with respect to the 19 attributes followed by Malaysia, Thailand and Republic of Korea.
Singapore is well known as a disciplined and law abiding society. The rules and regulations in
Singapore are strictly followed offenders facing strict punishments for violations. India lags behind
these nations again due to the poor infrastructure and road standards, poor tourism management
and services, lack of hygiene and cleanliness, pollution in major cities of the country and Visa
processing issues which are relatively smooth in the emerging markets. The detailed findings of the
survey are presented in annexure 2.
4.6
SATISFACTION LEVEL OF TRAVELERS WITH SELECTED TOURISM COMPONENTS

IN INDIA
As per the survey respondents have said, they have had average satisfaction with respect to quality
of service and management practices for the following attributes viz., immigration procedures, taxi
operators, hotel front office, performance and behavior of hotel staff, tour operators, tourist guides
and shopkeepers. The overall satisfaction levels of travelers to India were termed by 46.4% of
respondents as good.
Page 103
Satisfaction
level with
Immigration
ACNielsen ORG-MARG
Immigration
Taxi
Operator
Hotel
Front
Office
Hotel Staff
Tour
Operators
Tourist
Guides
Shop
Keepers
Not Applicable
0.4
0.4
0.9
1.1
19.2
15.2
2.7
Poor
1.1
3.1
1.8
1.3
0.7
6.9
Below Average
3.3
5.1
30.8
26.1
8.3
8.5
18.1
Average
40.6
48.7
42.2
46
38.8
39.5
35.3
Satisfied
Highly Satisfied
40.4
14.1
35.9
6.7
24.3
100
24.8
100
26.1
6.3
29.9
6.3
28.3
8.7
Total
100
100
100
100
100
100
100
Overall Satisfaction Level after Visiting India
Following table gives the overall satisfaction level of immigrants in India.
4.7
Overall satisfaction in India
Not Applicable
Excellent
Good
Satisfactory
Poor
Total
3
134
325
219
19
700
.4
19.2
46.4
31.3
2.7
100.0
INDIAS STRENGTHS & WEAKNESSES
The survey also identifies Indias strengths and weaknesses with respect to tourism. Indias rich
cultural heritage and history, food, friendly people, architectural monuments, hospitality and
services are positive strengths which make it ahead of many of the emerging markets. Indias
economy and strong democratic traditions also peak its image as a tourist destination. India in
comparison to many developed countries is an inexpensive country having much to offer in terms
of traditional and modern western shopping experiences. Indias largest road and rail networks in
the world are also appreciated by the interviewees but the quality of roads and services cause a
dent in the travelers experience through the country.
There are a number of issues which travelers have pointed out makes India fall short of the best
tourist destinations in the world. The issue of hygiene and cleanliness, infrastructural blocks
including accommodation, poor road networks, etc, pollution in the major cities of the country,
Stark poverty with beggars and touts harassing tourists at major tourist destinations, high
Page 104
ACNielsen ORG-MARG
population density of the country and corruption are some of the major reasons for Indias lagging
behind in attracting higher number of tourists to the country.
Page 105
CHAPTER V
ACNielsen ORG-MARG
CONCLUSION
This study has delved into the current situation of tourism in the developed countries like United
States of America, France, Turkey, China & United Kingdom and developing nations like Indonesia,
Republic of Korea, Malaysia, Singapore and Thailand, to understand the competitiveness of India in
the tourism sector in comparison to these countries.
From both the secondary desk research and primary survey, definite pointers have emerged in
terms of where Tourism in India stands in comparison to the above mentioned countries. From the
primary research feedback survey of international and Indian travelers who have travelled to any
of these countries, satisfaction levels for each country has emerged which show where India stands
in terms of visitor satisfaction. The satisfaction after visiting countries has been arrived at, based on
satisfaction scores that travelers awarded to various components of tourism like:
Accommodation Facilities
International Flight Connectivity
Availability if Quality Restaurants
Airport infrastructure
Road standards,
Internal transport facilities
Signage
Local diseases
Quality and price of food
Protest/strikes
Social restrictions
Festivals and Socio cultural events
Crowds
Beggars and middlemen
Hygiene and cleanliness
Crime rate
Pollution level
Taxes in the tourism sector
Visa facilities
Importance of the above attributes were also asked and based on the importance and satisfaction
ratings of travelers, the consolidated satisfaction score for each country was calculated. The
satisfaction score for the countries are given below in the following graph.
Page 106
4.50
4.00
3.50
3.00
2.50
2.00
1.50
1.00
0.50
0.00
ACNielsen ORG-MARG
Satisfaction Score From Feedback Survey

4.00
3.79
3.95
4.00
3.89
3.21
3.00
3.95
3.11
3.84
3.11
Satisfaction Score From Feedback Survey
Please note the Satisfaction Score Scale: 1 Poor, 2 Below Expectations, 3 Satisfied, 4 good, 5
Excellent.
From the feedback survey, France and United Kingdom were the two countries, which travelers
found most satisfying and Indonesia was the least satisfying of the 11 countries. India is at par with
Republic of Korea in terms of visitor satisfaction and is placed just above Indonesia, which has been
least satisfying to travelers. Indias closest competitor in almost all sectors China is placed higher
than India with regards to visitor satisfaction. Emerging tourism markets of Malaysia, Thailand and
Singapore have satisfied visitors more than India.
The findings from the feedback survey of travelers is a cause of concern for India as despite having
better tourism products than many emerging tourism markets, India is considered low in terms of
providing an enriching experience to international travelers. Reasons for lower visitor satisfaction,
as cited by travelers themselves are primarily cleanliness, infrastructure, road condition,
disorganized tourism offerings, pollution, population and crowds, menace of beggars, visa, crime
etc. Safety is another area where India scores lower than other popular tourist destinations.
The secondary research has given more definite pointers as to where India is ahead of the other 10
countries and the areas where India needs to improve upon to increase tourist flow to the potential
that India possesses.
In terms of Tourism Policy, India needs to improve upon greatly by organizing the tourism sector so
that the growth in all the segments of the tourism sector is cohesive and complimentary. Currently
all the emerging tourism centric countries tourism policy is very definite and involves all
stakeholders interests and most importantly is very organized with the aim being to develop
tourism in a very comprehensive way, such that tourists are bound to visit. The countries where
Page 107
ACNielsen ORG-MARG
tourism is already developed like France, UK, USA, are more inclined in sustaining their tourism and
hence developing more products and promotional campaigns to attract tourists for repeat visits. In
India, however the scenario is opposite, since tourism infrastructure is still developing but more
efforts are not put into diversifying tourism products.
In terms of providing visa to travelers in a smooth and functional way, India is behind emerging
tourism destinations like Thailand, Malaysia, Singapore, and Turkey but ahead than USA, UK, etc.
The emerging tourism destinations offer visa-on-entry facilities to a host of nations, from which
tourist traffic to the country is high, making the tourism experience of travelers very smooth and
hassle free. India provides the same facility to a handful of countries. In case of USA, UK, the visa
process is lengthy and very demanding, but since these countries are already developed
economically and in the tourism sphere also, the visa process doesnt deter travelers from visiting
these countries. The visa application form for India is also a very lengthy one and not available
online, which again creates an obstacle for tourists planning their trips to India.
In terms of promotional campaigns, tourism infrastructure and environment, India has a lot to
improve upon as all the countries with which India is being compared to, fare well and are further
improving themselves on the same parameters. In terms of taxes imposed on tourists, India is
again behind most nations but ahead of United Kingdom where in, rate to taxation is much higher
than that of India, making United Kingdom an expensive tourism destination. Law and order
situation in India is not perfect but better than that of some specific areas of Thailand, UK and USA
since thefts and racism occur at specific pockets of these countries.
Overall, the secondary research findings for the countries along with India are presented in the
graph below. USA, China and Malaysia are the highest scorers followed by France, UK and
Singapore. India and Indonesia are the two countries which have to improve upon their tourism
sector.
4.50
4.00
3.50
3.00
2.50
2.00
1.50
1.00
0.50
0.00
Score From Secondary Research

4.00
3.68
4.05
4.00
4.05
3.37
3.68
4.05
3.95
3.89
3.21
Score From Secondary Research
Page 108
ACNielsen ORG-MARG
Please note the Score Scale: 1 Very Poor, 2 Poor, 3 Average, 4 Good, 5 Excellent.
Combining the Primary and secondary research scores for each of the countries, the consolidated
score of each of the countries are:
4.50
4.00
3.50
3.00
2.50
2.00
1.50
1.00
0.50
0.00
4.00
3.74
4.00
4.00
3.97
3.63
3.18
3.95
3.87
3.39
3.16
Satisfaction Score From
Feedback Survey
Score From Secondary
Research
Average Score
Please note that the Scores in the chart are the average scores for each country.
France, USA and UK are the top most countries in the tourism sector out of the 11 countries chosen
for comparison and India, Indonesia and Republic of Korea are the countries which have scope for
improvement. The emerging tourist destinations of Malaysia, Singapore, Thailand and Turkey score
less than the already developed tourism destinations of France, USA and UK.
Page 109
ACNielsen ORG-MARG
Strategic Recommendations for Global Competitiveness

In todays globalised competitive environment strategic planning, investment, quality of services,
safety of product are inter related and key to meet changes in market demands and consumer
satisfaction. The guiding strategic principles made through this Action Plan focus on
Governance Organization & Cooperation

Product Development & Access
Market Evaluation and Strategy
Human Resource Development
1. Organization & Cooperation

a. Formation of a Tourism Development Board at the National Level led by the Tourism
Department Secretary, comprising all major players in all sectors of the industry. The board
should be accorded with executive powers for decision making in order to ensure effective
implementation of public and private sector initiatives and activities.
b. The national and state tourism offices should be strengthened to provide more effective
support and leadership for the industry. The members could play a participative advisory
role to state departments including policy decision making and implementation.
c. The approach in promoting tourism products / activities should be reviewed with the aim
of moving to a future destination approach involving expanded tourism flagship products,
clusters & appealing to a range of markets & segments.
d. The role of the state tourism organization should be expanded to include a Product
Development Department (PDD), which could provide technical assistance and financial
support for new product development, and refurbishment / upgrading of existing private
sector tourism facilities and amenities.
e. The national and state tourism departments should also strengthen its market research
department with the recruitment of additional experienced market research personnel.
f. Increase in planned funding for proposed product development at state and national level
for tourism coordination, destination management, marketing research and promotion and
identification & development of proposed tourism destinations at regional, state and central
levels.
g. Encourage active participation of the private players in regional planning and program
implementation to meet diverse demands of tourism demands.
h. Strengthening implementation of existing policy and formulation of policy and guidelines to
ensure effective expansion of tourism industry in the future.
i. Streamlining Visa process making them efficient and user-friendly
Page 110
ACNielsen ORG-MARG
2. Product Development & Access

i.
ii.
iii.
iv.
v.
vi.
vii.
viii.
ix.
Tourism planning and product development go hand in hand. A long term phase-wise
intensive approach is recommended to support market-led innovations that are integrated,
inclusive and enhance economic and social benefits by providing wide range of activities
and products to enhance experience.
Product viability and appeal can be achieved with cluster development over a spread of
destinations in terms of heritage, cultural, ecological, activity products to accrue increased
social and economic benefits.
Development of sites and destinations beyond the present gamut of marketed sites to give a
focus to development, identifying zonal / regional clusters as potential target destinations.
Identification of flagship projects and clusters for zonal / regional development through
state and private sector investment.
Consultations with all stakeholders including government, private sector, communities,
NGOs, towards decentralization of responsibilities to develop the strategic approach and
development guidelines for each zone. The involvement of different interest groups would
ensure maintenance of high standards in tourism services.
To accrue higher benefits and develop high yield products an important aspect is to develop
access to destinations and effective destination management for effective customer
experience.
To establish and promote network of zonal / regional destinations, Visitor information
programs, guides, brochures and information centers should be developed with appropriate
signage and information to link destinations and facilities.
Lucrative incentives and protection of business operators, legalizing business and
rewarding operators in order to improve their performance, showcasing their business at
various important tourism related events, etc.
Higher investment in infrastructural development for better access and opportunity are
recommended.
3. Market Evaluation and Strategy

a. Extensive market research to judge and gauge tourist satisfaction and desired destination
attributes can give better understanding of overall competitiveness of a destination over a
span of time at regular intervals. Research should be conducted as a continuous program
through consumer and trade surveys with tourists, tour operators, travel agents, airlines,
etc, to identify trends in major markets and segments in these markets. The research should
cover motivational, attitudinal and behavioral facets to augment the tourism industry.
b. Intensification of marketing and promotional support is needed to position India as a prime
tourism destination capable of attracting across market segments by diversified and high
quality range of tourism products. Similar promotional activities need to be accelerated in
the states alongside intensified product development and research activities.
Page 111
ACNielsen ORG-MARG
c. The promotional campaigns and advertising should include trade and consumer directed
public relations. Familiarization trips, workshops, incentive and technological support to
tour operators and travel agents.
d. Consumer marketing program is to be based on direct, intensive reach programs through
social media and networking sites. Development and branding of tourism destinations and
tourism website being extensive, user-friendly and informative. Extending the range of
audio-visual matter over multi-media advertising campaigns.
e. Additional investments in design and development of campaigns showcasing facets of
Indian tourism for branding and promotion of tourism destinations through targeted multimedia campaigns across prime tourist markets across the world.
f. Increased promotional activity to increase domestic tourist market through concerted
advertising campaigns across the full range of relevant media.
g. Increased budgetary allocation for promotion & marketing in domestic and international
markets, as well as increased allocation for market studies to study impact, tourism
performance and research trends in the tourism sector
h. For tourism marketing adopting professionally designed specific plans for responding to
changing consumer demands in the industry. Market segmentation identifying tourists as
per geographic, demographic and their social-cultural needs of tourists can lead to better
destination planning.
i. Competitive pricing of products keeping in view the changing global market trends and
trends in emerging developing markets. Product branding and positioning is important for
the destinations survival and success. Tourism in India is characterised with identification
of destinations and less on development and promotion. Equal importance to these factors
need to be carried for effective tourism growth in the country.
j. Joint ventures / Partnerships with the aviation industry including Indian Airlines and
private international carriers to promote India tourism in international and domestic
markets through booklets, documentaries, leaflets, brochures of destinations
k. Partnering with Indian MNCs with international presence in automotive and FMCG and
Consumer Durable segments to promote Brand India along with their products through
packaging, advertisements, etc
4. Human Resource Development

i.
ii.
iii.
It is recommended that training, capacity building and sensitization specific to different

categories of service providers should be carried out as part of tourism awareness
programs.
Special efforts should be made to reach out to the local communities through awareness
campaigns and workshops to better inform local bodies, parents, teachers, citizens groups
and individuals seeking gainful employment.
Revitalization of communities and higher stakeholder engagement & involvement of local
communities to share the role of destination management and sustainability of destinations
in the long run.
Page 112
ACNielsen ORG-MARG
Page 113
ACNielsen ORG-MARG
ACTION PLAN: Implementation Programmes
Implementation Plan
Action Plan
Role / Purpose
No
Long term (19-36

months)
Strengthen Market
Research through
independent funding and
supervision of Secretary
Tourism

Strengthening and
formulation of policy for
effective tourism
management

Prepare a Regulatory
Framework
Monitoring, Evaluation
and Supervision

for future destination
approach
Consolidate and increase
plan funding at centre and
state for development and
implementation of projects
Monitoring Evaluation
and Supervision
Visa and entry processes

should be streamlined to be
user-friendly and accessible
Advisory role to State

Boards
Appointment of a Nodal
Officer under the state
tourism secretary to
identify and plan strategy
for development of
destinations
Formation of Product
Development Departments'
in state tourism
departments to support
product development,
identify technical and
financial assistance to
projects
States to promote and

market individual sites and
locations among niche
tourist segments in
domestic and foreign
markets
Regulatory
Establish a
Tourism
Development
Board
Page 114
Product
Development
Long-term Phase-wise
Intensive Approach
supporting inclusive and
integrated projects
ACNielsen ORG-MARG
Develop Target
Destinations as Cluster
Development approach
over a spread of
destinations in zonal /
regional clusters

and conduct cost benefit
analysis and feasibility for
development
Tie-up with banks and

insurance companies for
easy installment loans
including travel insurance
Consultations with
stakeholders on strategy
and effective management
of destinations
Identify private players

for investment in product
development and
management
Incentivize, protect and

encourage small business
operators to improve
business acumen
Destination Management
with better
- Road Connectivity
- Information Centers,
- Accommodation facilities
- Toilets and Rest Houses
- Signage
Partner with private

players on PPP model for
upgrading
- Heritage structures,
- City beautification
programs,
- Setting up of transport
infrastructure and facilities
Involvement of local
community for
preservation and
maintenance of sites on a
profit on service mode
Identify India Tourism

Brand Ambassador with
International appeal
Competitive Pricing of
Products keeping in view
the changing market trends
Market Research on
trends as well as gauge
tourist satisfaction and
desired destination
attributes at regular
intervals
Promotion /
Campaign
Intensified Market
Promotion and Revamp
Branding
Page 115
ACNielsen ORG-MARG
Additional Investments in
design and development
campaigns
Increase / Enhance
Incredible India awareness
through intensive
multimedia campaigning,
road shows, etc
Product designing and

campaigns keeping in view
product
and
markets
Beach
tourism
Rural
tourism
Tribal
tourism
- Festivals such as Kumbh
Mela / Book fairs, etc
Effective audio-visual
multi-media campaigns on
o Internet Facebook,
Twitter, Yahoo
o Pop ups on internet
destinations through
pictures, and site details
o Documentary films and
adverts highlighting sites
and locations
Rope in tour operators

and travel agents for trade
related direct public
relations
Consumer based direct
intensive market reach
programs over multimedia
and audio-visual formats
Training and Capacity

Building of Service staff
such as taxi operators, hotel
staff, tourist guides
- Behavior
- Charging right
- Safety Issues
Joint Ventures /
Partnerships with the
aviation industry including
private airlines and Air
India to promote India
tourism in foreign markets
through booklets,
brochures and leads on
destinations
Identify and partner with

Indian MNCs in automotive
and consumer goods to
promote Brand India in
identified foreign market
segments
Branding Indias culture

and services and
highlighting its many
strengths such as
hospitality industry,
transport networks,
destinations, etc
Page 116
Human
Resource
Development
Capacity Building for

partaking decentralized
responsibilities in effective
tourism management at
local level
ACNielsen ORG-MARG
Dialogues with
Communities on key issues
of socio-economic,
environment sustainability
through tourism
Rehabilitation of beggars,
touts and guides providing
them with alternative
means of livelihood that are
self-sustaining in the long
run
Formulation of rules for

strict punishment to
violators and offenders
Awareness campaigns
focusing on heritage
conservation. environment,
pollution control, safety and
security involving local
authorities and civil society
Awareness Campaigns on:

- Clean & Green City Drives
targeting schools and public
bodies
- Hoardings, road shows
and pamphlet distribution
to follow rules and keep
city clean green
Introduce degree courses in

"Hospitality Management"
across universities in the
country
Page 117
ACNielsen ORG-MARG
Page 118
ACNielsen ORG-MARG
ANNEXURE
Annexure 1
4.4
Level of Importance of Attributes Related to Tourism
Tables below give the importance scores of nineteen attributes on five point scale i.e. how different attributes are important to travelers
while travelling and staying in any country. The scale of importance is as follows:
Importance Score Scale:
1 Not important at all
2 Low importance
3 Moderately important
4 Highly important
5 Extremely important
Following attributes have been evaluated:
Not
Applicable
Not
important
at all
Low
importance
Moderately
important
Highly
important
Extremely
important
Total
Accommodation
0.2
0.4
1.1
13.4
57.8
27
100
Restaurants
0.2
0.9
32.8
47.3
18.8
100
International Flight Connectivity
0.2
1.6
2.9
25.4
47.1
22.8
100
Airport Infrastructure
0.2
2.9
6.5
42
38.8
9.6
100
Road Standards
0.2
1.6
5.8
30.4
48.7
13.4
100
Internal Transport Facilities
0.2
1.6
3.8
25.7
56.5
12.3
100
Importance of Attributes
Page 119
ACNielsen ORG-MARG
Signage
0.2
3.6
7.1
32.4
43.8
12.9
100
Local Diseases
0.2
4.7
13.4
30.1
36.6
15
100
Quality & Price of Food Stuffs
0.2
1.3
7.1
28.1
40.4
22.8
100
Protests / Strikes
0.2
7.1
16.3
34.6
32.6
9.2
100
Social Restrictions / Taboos
0.2
7.6
21.9
38.8
25.9
5.6
100
Socio-Cultural Events / Festivals
0.2
3.8
15
30.8
41.1
9.2
100
Crowds
0.2
9.2
20.3
36.8
28.6
4.9
100
Beggars / Touts / Middle Men
0.2
9.6
27.2
34.8
23.2
4.9
100
Hygiene & Cleanliness
0.2
0.7
1.8
16.5
40.4
40.4
100
Crime against Foreign Travelers
0.2
3.8
21.2
41.1
31.7
100
Pollution Levels
0.2
7.1
24.3
47.5
18.8
100
Taxes Imposed on Tourists
0.2
6.9
27
48
13.8
100
Visa
0.2
5.1
21.2
44.6
24.8
100
Annexure 2
4.5
Satisfaction Level of Travelers for Different Countries
Following table gives the satisfaction scores of different attributes that are evaluated for each of the below mentioned countries on five
point scale. The Satisfaction Score Scale is as follows:
1 Poor
2 Below Expectations
3 Satisfied
4 Good
Page 120
ACNielsen ORG-MARG
5 Excellent
S.
No.
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
Attributes to be Evaluated
France
Turkey
USA
UK
China
India
Accommodation
Restaurants
International Flight connectivity
Road Standards
Internal Transport facilities
Signage
Local diseases
Quality and price of food stuffs
Protests / Strikes
Social restriction or Taboos
4.14
4.19
3.92
3.97
4.02
3.91
3.71
4.14
3.77
3.75
3.78
3.59
3.66
3.52
3.57
3.42
3.29
3.57
3.54
3.5
4.07
3.9
3.96
3.99
4.14
3.8
3.83
3.86
3.58
3.74
3.95
3.85
4.01
3.88
3.95
3.8
3.78
3.87
3.52
3.59
3.6
3.45
3.59
3.71
3.45
3.45
3.04
3.12
3.25
3.4
3.84
3.88
3.52
3.38
2.67
3.16
2.91
3.11
3.94
3.35
3.96
3.36
3.77
3.86
3.43
3.33
3.98
3.67
3.72
3.72
3.37
3.78
3.89
3.91
4.06
3.92
3.81
3.86
3.84
3.55
3.39
3.63
3.52
3.54
3.55
3.7
3.86
3.5
3.98
3.48
3.81
3.75
3.83
3.76
3.67
3.89
3.66
3.79
3.75
3.85
3.23
3.19
3.18
3.44
3.21
3.41
3.59
2.96
2.46
2.5
3.27
2.4
3.25
3.4
Socio cultural events and

festivals
Crowds
Beggars / Touts and middlemen
Pollution levels
Visa
Following table gives the satisfaction scores of different attributes that have been evaluated for each of the below mentioned countries on
five point scale.
Page 121
S.
No.
1
2
3
4
5
6
7
8
9
10
Accommodation
Restaurants
International Flight connectivity
Road Standards
Internal Transport facilities
Signage
Local diseases
Quality and price of food stuffs
Protests / Strikes
11
12
13
14
15
16
17
18
19
Social restriction or Taboos

Socio cultural events and festivals
Crowds
Beggars / Touts and middlemen
Pollution levels
Visa
Attributes to be Evaluated
ACNielsen ORG-MARG
Indonesia
Korea
Malaysia
Singapore
Thailand
India
3.38
3.07
3.23
3.12
2.95
2.96
2.94
3.1
3.16
3.64
3.46
3.34
3.52
3.35
3.29
3.08
3.35
3.32
3.82
3.74
3.76
3.8
3.55
3.55
3.31
3.6
3.5
3.92
3.84
3.93
3.93
3.77
3.72
3.61
3.63
3.61
3.98
3.8
3.84
3.76
3.43
3.43
3.42
3.59
3.64
3.84
3.88
3.52
3.38
2.67
3.16
2.91
3.11
3.94
3.08
3.13
3.07
2.81
2.88
3.01
3.1
3.06
3.34
3.34
3.45
3.2
3.36
3.24
3.16
3.32
3.46
3.37
3.38
3.5
3.67
3.56
3.74
3.4
3.57
3.74
3.78
3.54
3.61
3.89
3.66
3.58
3.56
3.5
3.7
3.86
3.76
3.68
3.53
3.99
3.66
3.58
3.76
3.64
3.53
3.59
3.65
3.53
3.6
3.87
3.35
3.33
3.78
2.96
2.46
2.5
3.27
2.4
3.25
3.4
Annexure 3
4.7
Indias Strengths & Weaknesses
The figures denote the number of responses for each of the attributes provided during the survey.
Page 122
Top 20 Areas where India

Lags Behind
CLEANLINESS
INFRASTRUCTURE
POLLUTED AREAS
ROAD SETUP
POVERTY
EDUCATION
POPULATION
TRAFFIC
CORRUPTION
MANAGEMENT
TECHNOLOGY
ORGANISED TOURIST
SERVICE
BEGGARS
MAINTENANCE
VISA
TRANSPORT
RULES
HEALTH
RESTROOM
CRIME
ACNielsen ORG-MARG
No. of
Responses
Top 20 Areas where India is Ahead
No. of
Responses
144
129
107
86
76
56
36
35
34
34
29
29
CULTURE
FOOD
FRIENDLY PEOPLE
MONUMENT/ RICH HISTORY
HOSPITALITY
INEXPENSIVE
TRANSPORTATION
EDUCATION
DIVERSE LANDSCAPE
HOTEL
FESTIVALS
ARCHITECTURE
210
193
153
57
52
35
32
31
26
25
23
18
28
23
22
20
16
15
15
15
TECHNOLOGY
MARKET (CHEAP THINGS)
AGRICULTURE
SCENIC BEAUTY
SHOPPING
TOURIST SPOTS
SERVICE
BOLLYWOOD/ENTRAINMENT/MUSIC
17
16
14
14
14
13
12
11
Page 123
ACNielsen ORG-MARG
Annexure 4
1. MALAYSIA
Macro
Parameter
Economic
Micro
Parameter
Variable
Secondary Source Data
Plan Allocation
of National
Tourism
Administrations
Tenth Malaysia Plan

2010
(http://thestar.com.
my/news/story.asp?
sec=nation&file=/20
10/6/10/nation/201
00610094152)
Transforming the
Tourism Sector into
a High Income
Industry
(http://www.neac.g
ov.my/files/Transfo
rming_the_Tourism
_Sector_into_A_High
_Income_Industry.p
df)
Tenth Malaysia
Plan
(http://www.pmo
.gov.my/dokumen
attached/speech/f
iles/RMK10_Speec
h.pdf)
Public and
Private Sector
Investment in
Tourism Sector
Tenth Malaysia Plan

(http://www.pmo.g
ov.my/dokumenatt
ached/speech/files
/RMK10_Speech.pdf
)
Investment in
Business Tourism
(http://www.miced
irectory.com.my/ed
itorial/malaysiamice-news/114malaysiaannounces-rm50million-funding-forbusiness-tourism-
Invest in Malaysia
http://www.mida.
gov.my/env3/inde
x.php?page=touris
m-industry)
Investment
Page 124
Malaysia
Incentives for
Investment
(http://www.pythe
as.net/docs/malays
ia/MalaysiaIncentiv
esforInvestment.pdf
)
ASEAN Tourism
Investment
Guide
(http://www.ase
ansec.org/22492
.pdf)
ACNielsen ORG-MARG
.html)
Macro
Economic
Policy
Specific
Government
Policy
Malaysia Tourism
Promotion Board
Act 1992
(http://www.agc.go
v.my/Akta/Vol.%20
10/Act%20481.pdf)
Cultural Tourism
Promotion and
policy in Malaysia
(http://www.hbp.u
sm.my/tourism/Pa
pers/paper_cultural
.htm)
Ministry Of
Tourism - Policy
(http://www.mot
our.gov.my/en/mi
nistrysprofile/ministryspolicy.html)
Hamzah,
Amran,
2004, Policy and
Planning Of the
Tourism Industry in
Malaysia, the 6th
ADRF
General
Meeting,
2004
Bangkok, Thailand
Assessment of
the Government
mandate
Tourism and
Distributive Trade
(http://www.epu.g
ov.my/html/themes
/epu/images/com
mon/pdf/dev_plans
/midterm_8th_chapter11
.pdf)
Eighth Malaysia
Plan report - Ch- 15
Tourism
(http://www.epu.g
ov.my/html/themes
/epu/images/com
mon/pdf/8th_msia_
plan_c15_cont.pdf)
Tourism
Development
Policy, Strategic
Alliances and
Impact of
Consumer Price
Index on Tourist
Arrivals: The Case
of
Malaysia
(http://mpra.ub.u
nimuenchen.de/253
76/1/MPRA_pape
r_25376.pdf)
Strategic
Positioning of
Malaysia as a
Tourism
Destination
(http://ttresearch.o
rg/pdf/asian/Docu
ment2.pdf)
Page 125
Marketing
ACNielsen ORG-MARG
Promotional
activities /
strategies being
undertaken by
the Government
& Private sector
in these
Countries
Marketing Offices
(http://www.touris
m.gov.my/contact_u
s/?contact_category
=3)
EBrochures
(http://www.touris
m.gov.my/ebrochur
es/)
Environmental
Management of
Tourism
Managemnet in
Malaysia
(http://www.unes
cap.org/ttdw/Pub
lications/TPTS_pu
bs/pub_1748/pub
_1748_TP-C.pdf)
Specific
Campaigns on
the lines of
Incredible India
being
undertaken
Tourism Malaysisa
(http://www.touris
m.gov.my/facts_figu
res/)
EBrochures
(http://www.touris
m.gov.my/ebrochur
es/)
Print
Advertising+Mark
eting Malaysia
(http://penang.ha
rdrockhotels.net/c
ontent/media_file_
2643_1.pdf)
Branding
Page 126
ACNielsen ORG-MARG
Cost comparison
of similar
categories of
facilities, on
season / of
season
http://wwwsre.wuwien.ac.at/ersa/ers
aconfs/ersa99/Pap
ers/a289.pdf
Ministry of Tourism
Malaysia Launches
Tourism
Ambassador Taxi
(http://www.travel
andtourworld.com/
news/newsTour.as
p?newsID=8545%2
0&%20?Category=T
ourism%20News&u
tm_medium=email&
utm_campaign=Tra
vel+And+Tour+Wor
ld+%3A+Weekly+N
ewsletter&utm_sou
rce=YMLP&utm_ter
m=%09Ministry+of
+Tourism+Malaysia
+...)
Promotional
activities being
taken up and
features offered
Geographia
Malaysia
(http://www.geogr
aphia.com/malaysia
/)
http://corporate.to
urism.gov.my/medi
acentre.asp?page=n
ews_desk&subpage
=Media_Releases
Price
Malaysia Launches
New Tourism
Brand
(http://www.abscbnnews.com/life
style/02/24/12/
malaysialaunches-newtourism-brand)
Page 127
Market
Share
ACNielsen ORG-MARG
Key stake
holders and their
interrelation
ships
Destination
Management
(http://eprints.ptar
.uitm.edu.my/2395
/1/176_NOR'AIN_O
THMAN_98_24.pdf)
Malaysia Tourism
Promotion Board
(Tourism Malaysia)
(http://www.study
malaysia.com/educ
ation/art_govn.php?
id=tourism)
Share of Tourist
arrivals in the
world
MALAYSIA
TOURIST ARRIVALS
BY COUNTRY OF
(http://corporate.t
ourism.gov.my/ima
ges/research/pdf/2
011/TouristArrival
s_November_2011.p
df)
Tourism Malaysia
(http://www.touris
m.gov.my/facts_figu
res/)
Growth of the
sector over the
years
Average Ocupancy
Rates of hotels
(http://corporate.t
ourism.gov.my/ima
ges/research/pdf/2
011/AOR/AOR_201
0_2011.pdf)
ASEAN - Malaysia
Country Report
2011
(http://cf05.travelimpactnewswire.com/wp)content/uploads/2
012/02/MalaysiaCOUNTRY-REPORT2011-for-ATF2012.pdf)
WTTC - Travel &

Tourism Economic
Impact 2011
(http://www.wttc.
org/site_media/u
ploads/downloads
/malaysia.pdf)
Page 128
ACNielsen ORG-MARG
Visitor
satisfaction
Safety
Quality
Quality of
experience
Primary Survey
Data
Image of the
Country
Quality of
services
Training / HR
Investments
being incurred
on training of HR
courses being
offered
http://www.malays
ia.gov.my/EN/Relev
ant%20Topics/Ind
ustryInMalaysia/Bu
siness/BusinessTou
rism/TourismTrain
ingInstitute/Pages/
TrainingInstitute.as
px
Innovation
Tourism Malaysia eTraining

(http://www.propr
ofs.com/training/co
urse/index.php?titl
e=tourismmalaysia-
Others
Study in Malaysia
(http://www.studyi
nmalaysia.org.my/t
ourism-studies-inmalaysia.html#)
Page 129
ACNielsen ORG-MARG
etraining_1)
2. THAILAND
Macro
Parameter
Micro
Parameter
Variable
Plan Allocation of
National Tourism
Administrations
Economic
Investment
Secondary Sources
Summary of the Eleventh
National Economic and
Social
Development Plan (20122016)
(http://www.nesdb.go.th
/Portals/0/news/acade
mic/Executive%20Summ
ary%20of%2011th%20P
lan.pdf)
Page 130
Macro
Economic
Policy
ACNielsen ORG-MARG
Public and Private Sector

Investment in Tourism
Sector
ASEAN Tourism
Investment Guide
(http://www.aseansec.or
g/22492.pdf)
Specific Government
Policy
Policy on Community
Tourism Development in
Thailand
(http://www.ritsumei.ac.
jp/acd/re/krsc/hss/book/pdf/vol04_
02.pdf)
National Tourism
Development
(http://www.boi.go.th/t
ir/issue/201104_21_4/
155.htm)
Assessment of the
Government mandate
Phu-ngamdee, Sakon,
2010, Central Thailand
Wat Tourism: Strategy for
Tourism Promotion of
Bangkok Mass Transit
Authority (BMTA, Paper
published in European
Journal of Social Sciences
Volume 13, number 4
(2010)
Tourism Best Practices

in Thailand, The 5th
UNWTO ASIA/PACIFIC
Executive Training
Program on tourism
Policy ad Strategy,
Darussalam, Brunei,
presented by Ministry of
Tourism and Sports,
Thailand
Page 131
Thailand Tourism - Trends

and Transformations,
(http://thaiworld.50webs.co
m/travel.html)
ACNielsen ORG-MARG
Promotional activities /
strategies being
undertaken by the
Government & Private
sector in these Countries
Policy & Marketing Plan

(http://www.tourismthai
land.org/about-tatpage/about-tat/policymarketing-plan/)
Trends and Issues in

Thai Tourism Marketing
(http://www.ttresearch.
org/home/images/pdf/
2550-02-17.pdf)
Specific Campaigns on
the lines of Incredible
India being undertaken
Tourism Thailand
(http://www.tourismthai
land.org/campaign/en/)
Amazing Thailand
(http://www.tourismth
ailand.org/tourismthaila
nd_index/en/)
Cost comparison of
similar categories of
facilities, on season / of
season
http://www-sre.wuwien.ac.at/ersa/ersaconf
s/ersa99/Papers/a289.p
df
(WEF - Travel &

Tourism
Competitiveness Report
2009
(http://www3.weforum.
org/docs/WEF_GCR_Tra
velTourism_Report_200
9.pdf)
Medical Tourism in Thailand

and Its Marketing Strategies
(http://www.conference.phu
ket.psu.ac.th/PSU_OPEN_WE
EK_2008/data/tourism/4_13
.pdf)
Branding
Marketing
Price
Page 132
The Travel & Tourism

2011
(http://www.scribd.com/do
c/49473673/TravelTourism-CompetitivenessReport-2011)
Market
Share
ACNielsen ORG-MARG
Promotional activities
being taken up and
features offered
UNESCAP - Tourism
Marketing in Thailand
(http://www.unescap.or
g/ttdw/Publications/TP
TS_pubs/pub_1748/pub_
1748_TP-K.pdf)
Key stake holders and

their interrelation ships
Pacific Asia Travel

Association Thailand
Chapter
(http://www.patathailand.org/index.html)
Share of Tourist arrivals

in the world
Thailand - Tourist
Arrivals 2007-2011
(http://www.thaiwebsite
s.com/tourism.asp)
Growth of the sector

over the years
Tourism Development in
Thailand
(http://www.eastasia.at/
summerschool/Ledl2009
.pdf)
Tourism Best Practices

in Thailand (https://s3eu-west1.amazonaws.com/stora
geapi/sites/all/files/pdf
/thailand_1-1.pdf)
Visitor satisfaction
Quality
Primary Source Data

Safety
Page 133
Tourism Marketing in
Thailand, at
http://www.unescap.org/ttd
w/Publications/TPTS_pubs/
pub_1748/pub_1748_TPK.pdf
ACNielsen ORG-MARG
Quality of experience
Image of the Country
Quality of services
3. SINGAPORE
Macro
Parameter
Economic
Micro
Paramet
er
Variable
Plan Allocation
of National
Tourism
Investme Administrations
nt
Secondary Sources
http://openarchi https://app.stb.g
ve.cbs.dk/bitstre ov.sg/asp/ina/in
am/handle/103
a08.asp
98/6605/workin
g%20paper%20i
nt_canseng%20ooi.pdf?
sequence=1
http://www1.you
rsingapore.com/a
nnualreport/pdf/
STB_AR_2011_PDF
.pdf
Page 134
ACNielsen ORG-MARG
Public and
Private Sector
Investment in
Tourism Sector
http://www.edb.
gov.sg/edb/sg/e
n_uk/index/why
_singapore/Guid
e_to_Investing_in
_Singapore.html
https://app.stb.g
ov.sg/asp/ind/in
d.asp
http://singapore.v
isahq.com/
http://www.f
uturegov.asia
/articles/200
6/dec/12/ov
ercomingobstaclespppsingapore/
Specific
Government
Policy
https://app.stb.g
ov.sg/asp/abo/a
bo.asp
https://app.stb.g
ov.sg/asp/abo/a
bo07.asp
http://www.astar.edu.sg/Portal
s/0/media/otherp
ubs/STEP2015_1J
un.pdf
Hermana,
Yose,
Mayasuri
Presilla,
Tourism
policy in
Singapore: A
Journey to
Perfection,
(www.yawnin
gbread.org/ar
ch_2001/yax250.htM)
Assessment of
the
Government
mandate
http://www.wor
ldscibooks.com/
etextbook/4828
/4828_chap1.pdf
http://ivythesis.t
ypepad.com/ter
m_paper_topics/
2009/02/touris
m-andhospitality-in-
Yeoh, Brenda S.A.,

Tan Ern Ser,
Jennifer Wang and
Theresa Wong,
Tourism in
Singapore: An
Macro
Economic
Policy
Page 135
http://app.
mof.gov.sg/
ppp.aspx
ASEAN
Tourism
Investme
nt Guide
(http://w
ww.asean
sec.org/2
2492.pdf)
ACNielsen ORG-MARG
singapore.html
Marketing
Branding
Promotional
activities /
strategies being
undertaken by
the
Government &
Private sector
in these
Countries
http://www.best
cities.net/upload
edFiles/City_Fast
_Facts/Singapor
e%20fact%20sh
eet_apr2012.pdf
http://www.you
rsingapore.com/
content/mice/en
/whysingapore/travel
-rave.html
Specific
Campaigns on
the lines of
Incredible
India being
undertaken
http://www.you
rsingapore.com/
content/mice/en
/whysingapore.html
http://www.you
rsingapore.com/
content/mice/en
/whysingapore/nurtu
ring-theindustry.html
Overview of
Policies and Issues,
in Tourism
Management and
Policy
Perspectives from
Singapore, World
Scientific
Publishing Co. Pte.
Ltd.
http://www.yours
ingapore.com/con
tent/traveller/en/
experience.html
Page 136
Price
ACNielsen ORG-MARG
Cost
comparison of
similar
categories of
facilities, on
season / of
season
http://wwwsre.wuwien.ac.at/ersa/
ersaconfs/ersa9
9/Papers/a289.p
df
http://accommo
dation.yoursinga
pore.com/#
http://tours.yours
ingapore.com/
Promotional
activities being
taken up and
features
offered
http://www.you
rsingapore.com/
content/mice/en
.html
http://www.wtt
c.org/site_media
/uploads/downl
oads/singapore2
012.pdf
https://app.stb.go
v.sg/asp/new/ne
w03a.asp?id=130
43
Key stake
holders and
their
interrelation
ships
https://app.stb.g
ov.sg/asp/new/
new03a.asp?id=
12723
http://ltaacade
my.lta.gov.sg/do
c/J09Novp23Phang_RailP
PP.pdf
http://www.singa
poreair.com/jsp/c
ms/en_UK/press_r
elease_news/ne11
0722.jsp
Page 137
http://www.y
oursingapore.
sg/content/d
am/yoursinga
pore/miceeve
nts/en/Trave
lRave2011/p
df/GTTSTravelRaveMediaRelease
20110519.pdf
Market
Share
ACNielsen ORG-MARG
Share of
Tourist arrivals
in the world
https://www.stb
trc.com.sg/imag
es/links/X13QT
F_2011.pdf
https://app.stb.g
ov.sg/Data/tou/t
ypea/type3/201
2/16/2012_hote
l.pdf
http://www.yours
ingapore.com/con
tent/traveller/en/
browse/whatson/holiday-youtake-home_in.html
Growth of the
sector over the
years
https://app.stb.g
ov.sg/asp/tou/t
ou03.asp
http://www.wtt
c.org/newsmedia/newsarchive/2011/se
-asia-andsingapore-leadasia-pacificregion-businesstravel/
Dutta, Pinaki, the

Impact of Cultural
factors on the
Growth of
Singapore
Tourism, TMC
Educational Group
Visitor
satisfaction
Safety
Quality
Quality of
experience
Primary Sources
Image of the
Country
Quality of
services
Page 138
Others
ACNielsen ORG-MARG
Training / HR
Investments
being incurred
on training of
HR courses
being offered
https://app.stb.g
ov.sg/asp/sq/sq
01.asp
Innovation
http://suntzuart
ofwar.org/collab
orativepartners/singap
ore-tourismboard/
4. CHINA
Macro
Paramet
er
Economic
Micro
Parameter
Variable
Investment
Plan Allocation of
National Tourism
Administrations
Secondary Sources
Page 139
Macro
Economic
Policy
ACNielsen ORG-MARG
Public and Private

Sector Investment
in Tourism Sector
http://www.chinadail
y.com.cn/business/20
1205/17/content_15316
612.htm
http://csf-loadbalancer1203984728.apsoutheast1.elb.amazonaws.co
m/news/post/1143
4.html
http://www.chinatrav
elmaster.com/about_u
s/Why.aspx
http://www.chinakno
wledge.com/Business/
CBGdetails.aspx?subch
ap=5&content=25
Specific
Government
Policy
http://en.cnta.gov.cn/
html/2008-12/200812-28-13-5485866.html
http://en.cnta.gov.c
n/html/200812/2008-12-28-1341-40218.html
html/2008-12/200812-28-14-012681.html
TravelInChina/Forms/
TravelInChina/Visa.sht
ml
Assessment of the
Government
mandate
http://fama2.us.es:80
80/turismo/turismon
et1/economia%20del
%20turismo/turismo
%20zonal/lejano%20
oriente/TOURISM%2
0IN%20CHINA.PDF
http://www.cerium.
ca/IMG/pdf/Touris
m_development_and
_cultural_policies_in_
China.pdf
Cheng, Liu, 2011,

Chinas Tourism Policy
& Strategy, Remarks at
the 5th Asia/Pacific
Executive
Training
Program, Darussalem,
presented by director
of
Events
&
Publications Division,
Marketing
&
International
Cooperation
Department,
China
national
Tourism
Administration,
(https://s3-eu-west1.amazonaws.com/sto
Pan Letian August

2005, Tourism Policy,
China
Governments
Official Web Portal,
(http://english.gov.cn/
200508/19/content_24810.
htm )
Page 140
ACNielsen ORG-MARG
rageapi/sites/all/files/
pdf/country_report_ch
ina.pdf)
Promotional
activities /
strategies being
undertaken by the
Government &
Private sector in
these Countries
TravelInChina/Forms
/TravelInChina/China
inbrief.shtml
Specific
Campaigns on the
lines of Incredible
India being
undertaken
http://www.chinakno
wledge.com/Business
/CBGdetails.aspx?subc
hap=4&content=24
Cost comparison
of similar
categories of
facilities, on
season / of season
http://www-sre.wuwien.ac.at/ersa/ersac
onfs/ersa99/Papers/a
289.pdf
Branding
Marketing
Price
Lew,
Alan
A.,
Lawrence Yu, John
Ap, Zhang Guangrui,
2003, Tourism in
China,
by
The
Haworth
Press,
(http://fama2.us.es:
8080/turismo/turis
monet1/economia%
20del%20turismo/t
urismo%20zonal/lej
ano%20oriente/TO
URISM%20IN%20C
HINA.PDF)
Page 141
Promotional
activities being
taken up and
features offered
ACNielsen ORG-MARG
elmaster.com/News/d
is.aspx?iid=8900568D
-4131-4C82-8CC7B7FCA45945FD
http://www.travela
gentcentral.com/chi
na/new-chinacampaign
Key stake holders http://www.chinatrav http://www.chinatr http://www.chinatour

elmaster.com/about_u avelmaster.com/Ne
ismgroup.com/ctg_en/
and their
s/Why.aspx
ws/dis.aspx?iid=77B
default.htm
interrelation ships
71605-5CB0-4C6CADC2DEA35654F18B
Market
Share
Quality
Share of Tourist
arrivals in the
world
html/2009-3/2009-325-14-48-14525.html
http://www.researc
handmarkets.com/r
eports/220246/chin
a_tourism_industry.
pdf
http://www.chinakno
wledge.com/Business/
CBGdetails.aspx?subch
ap=4&content=24
Growth of the
sector over the
years
http://www.wttc.org/
site_media/uploads/d
ownloads/china2012.
pdf
http://www.researc
handmarkets.com/r
eports/220246/chin
a_tourism_industry.
pdf
http://www.travelage
ntcentral.com/china/n
ew-china-campaign
Visitor
satisfaction
Primary Sources
Safety
Page 142
Tse, Sze, 2009, Forces

Shaping the trends and
patterns of Chinas
outbound international
tourist flows, Southern
Cross
University,
ePublications@SCU
eltrends.com/tag/chin
a-national-tourismadministration/
UNWTO Vision Report

2020
(http://www.cacci.org.
tw/upload/3Oguzhan%20Yurteri.p
df)
ACNielsen ORG-MARG
Quality of
experience
Image of the
Country
Quality of services
Others
Training / HR
Investments being
incurred on
training of HR
courses being
offered
http://www.research
andmarkets.com/repo
rts/1236643/china_to
urism_academy_annua
l_report_china.pdf
Innovation
5. USA
Macro
Parameter
Micro
Parameter
Variable
Secondary Sources
Page 143
Plan Allocation of
National Tourism
Administrations
Brand USA Budget 2012

(http://www.thebrandus
a.com/egallery/upload/c
orporation%20for%20tr
avel%20promotion/the%
20brand%20usa/files/bu
dget-presentationwebsite-03-08-2012.pdf)
Public and Private

Sector Investment
in Tourism Sector
Brand USA
a.com/)
Specific
Government Policy
United States National

Travel and Tourism
Strategy
Tourism Policy
(http://tinet.ita.doc.gov/about
/tourism_policy.html)
Visa Rules
(http://travel.usatoday.com/
news/story/2012-0118/Obama-expected-toshorten-tourist-visaprocess/52652668/1Update
d 1/19/2012)
Assessment of the
Government
mandate
Tavel & Tourism

Contribution
(http://www.worldtouris
mdirectory.com/news/1
3064/travel-andtourism-contributesnearly-usd2-trillion-toamerica-gdp.html)
Travel and Tourism Economic

Impact 2012 - United States
(http://www.wttc.org/site_me
dia/uploads/downloads/unite
d_states2012.pdf)
USA - 2010 in Review Annual Report
Investment
Economic
Macro
Economic
Policy
ACNielsen ORG-MARG
Page 144
Branding
Marketing
Price
ACNielsen ORG-MARG
Promotional
activities /
strategies being
undertaken by the
Government &
Private sector in
these Countries
Brand USA
a.com/)
Specific Campaigns
on the lines of
Incredible India
being undertaken
Brand USA
a.com/)
Cost comparison of
similar categories
of facilities, on
season / of season
http://www-sre.wuwien.ac.at/ersa/ersaconf
s/ersa99/Papers/a289.p
df
Promotional
activities being
taken up and
features offered
Travel Marketing
(http://www.ustravel.org
/marketing)
Key stake holders

and their
interrelation ships
United States Tour

Operators Association
(http://www.ustoa.com/
2009/)
Tourism Promotion
(http://www.nytimes.com/20
12/04/03/business/withbrand-usa-us-in-big-drive-toattract-foreign-tourists.html)
United States Travel

Association
(http://www.ustravel.org/)
Page 145
ACNielsen ORG-MARG
Share of Tourist
arrivals in the
world
Latest Statistics &

Outreach
(http://tinet.ita.doc.gov/
outreachpages/inbound.g
eneral_information.inbou
nd_overview.html)
Growth of the
sector over the
years
International Tourism
Forecast
(http://tinet.ita.doc.gov/
view/f-2000-99001/index.html)
Market
Share
Travel and Tourism Economic

Impact 2012 - United States
(http://www.wttc.org/site_me
dia/uploads/downloads/unite
d_states2012.pdf)
Safety
Quality
Quality of
experience
Primary Sources
Image of the
Country
Quality of services
Others
Training / HR
Investments being
incurred on
training of HR
courses being
United States Hospitality

and Tourism Academy
9http://internshipsinthe
us.com/services/overvie
w.htm)
Page 146
ACNielsen ORG-MARG
offered
Innovation
6. TURKEY
Macro
Micro
Parameter Parameter
Variable
Plan Allocation
of National
Tourism
Administrations
Economic
Investment
Secondary Sources
Turkish Tourism
Industry Report
(http://www.invest
.gov.tr/enUS/infocenter/publ
ications/Documents
/TOURISM.INDUST
RY.pdf)
Study by UNWTO Overview of Results:

Tourism &
Employment
(http://t20.unwto.or
g/sites/all/files/docp
df/unwtoemploymen
t.pdf)
Turkish Tourism
Promotion
(http://www.hu
rriyetdailynews.
com/default.asp
x?pageid=438&n
=turkeyspending-96.8million-ontourismpromotionabroad-2011-0615)
Page 147
Nohutcu, Ahmet,
2002,
Development of
Tourism Policies
in Turkey
throughout the
Republican
Period in SocioPolitical,
Economic and
Administrative
Perspective:
From StateSponsored
Nurtac,
Yildirim,
Oguzhan
Ozcelebi, Suna
Mugan
Ertugral, 2011,
Effects
of
Inbound
and
Domestic
Tourism
Demand
on
Tourism
Investments in
Turkey:
A
Generalized
Method
of
ACNielsen ORG-MARG
Development to
Various Forms of
Cooperation
Public and
Private Sector
Investment in
Tourism Sector
Tourism
Investment
Opportunities
(http://www.kultur
.gov.tr/genel/text/t
r/YIGM/turizmkent
leri/eng/index.htm)
http://www.eturbon
ews.com/17459/turk
ish-investors-invest24-billion-tourism2023
FINANCING
TOURISM
INVESTMENTS
IN TURKEY AND
AN
APPLICATION
ON TURKEY
(http://www.asl
iyuksel.com/pdff
iles/yuksel_finan
cing_tourism_inv
estments_in_turk
ey_and_an_applic
ation_on_turkey.
pdf)
Page 148
Turkish Tourism
Promotion
(http://www.hu
rriyetdailynews.
com/default.asp
x?pageid=438&n
=turkeyspending-96.8million-ontourismpromotionabroad-2011-0615)
Moments
Model, Middle
Eastern
Finance
and
Economics Issue
10
(2011), Euro
Journals
Publishing,
Inc. 2011
Invest in
Turkey
(http://www.i
nvest.gov.tr/en
US/turkey/fact
sandfigures/Pa
ges/TRSnapsho
t.aspx)
Macro
Economic
Policy
Marketing
Branding
ACNielsen ORG-MARG
Specific
Government
Policy
Tourism Strategy of
Turkey 2023
(http://www.kultur
turizm.gov.tr/genel
/text/eng/TST2023
.pdf)
Law For The

Encouragement Of
Tourism
(http://www.kultur.g
ov.tr/EN/belge/214782/law-for-theencouragement-oftourism.html)
Assessment of
the Government
mandate
DEVELOPING
ALTERNATIVE
MODES OF
TOURISM
IN TURKEY
(http://etd.lib.metu
.edu.tr/upload/126
05524/index.pdf)
Tourism
(http://www.turkeynow.org/db/Docs/Se
ctor%20Reports/Sec
tor%20Reports%202
008/TOURISM.pdf)
Promotional
activities /
strategies being
undertaken by
the Government
& Private sector
in these
Countries
http://www.goturk
ey.com/
http://web.deu.edu.t
r/smbm/turgut%20v
ar.pdf
Page 149
Price
ACNielsen ORG-MARG
Specific
Campaigns on
the lines of
Incredible India
being
undertaken
Tourism in the West

Mediterranena
Region of Turkey
(http://www.invest
inwmr.org.tr/sayfil
e/Tourism_in_WMR
.pdf)
Cost comparison
of similar
categories of
facilities, on
season / of
season
http://wwwsre.wuwien.ac.at/ersa/ers
aconfs/ersa99/Pap
ers/a289.pdf
Promotional
activities being
taken up and
features offered
Turkish Tourism
Promotion
(http://www.hurriy
etdailynews.com/d
efault.aspx?pageid=
438&n=turkeyspending-96.8million-on-tourismpromotion-abroad2011-06-15)
Anatalya Tourism
Promotion
(http://www.faceboo
k.com/video/video.p
hp?v=260798183933
305)
Proposal using Social

media to promote
Turkish Tourism
(lawandmore.typepa
d.com/files/socialme
diaturkey.doc)
Page 150
ACNielsen ORG-MARG
Key stake
holders and their
interrelation
ships
http://www.toinitia Travel Promotion

tive.org/index.php?i (http://www.travelp
d=85
romotionsturkey.com
/)
Turkish Tourism
& Aviation
http://www.tou
rismandaviation.
com/editorial/tu
rkish-tourism
Share of Tourist
arrivals in the
world
http://www.toinitia UNWTO Vision

tive.org/index.php?i Report 2020
d=142
(http://www.cacci.or
g.tw/upload/3Oguzhan%20Yurteri.
pdf)
Turkey's
Tourism
Promotion
through Films
(http://www.kul
tur.gov.tr/EN/be
lge/221524/promotio
nal-films-ofturkey.html)
Growth of the
sector over the
years
The Share of
Mediterranean
Tourism
(http://dtxtq4w60x
qpw.cloudfront.net/
sites/all/files/pdf/
01_onur_beysurum_0.pdf)
UNWTO Vision
Report 2020
(http://www.cac
ci.org.tw/upload
/3Oguzhan%20Yur
teri.pdf)
Market
Share
Quality
Visitor
satisfaction
Role of oastal
Tourism in Turkish
Tourism
Development
(http://web.deu.edu.
tr/smbm/turgut%20
var.pdf)
Primary Sources
Page 151
ACNielsen ORG-MARG
Safety
Quality of
experience
Image of the
Country
Quality of
services
Others
Training / HR
Investments
being incurred
on training of HR
courses being
offered
Study by UNWTO Overview of

Results: Tourism &
Employment
(http://t20.unwto.o
rg/sites/all/files/d
ocpdf/unwtoemplo
yment.pdf)
UNDP Turkey Montly

Newsletter
(http://www.undp.or
g.tr/Gozlem2.aspx?W
ebSayfaNo=1368)
EDUCATION
AND TRAINING
IN TOURISM IN
TURKEY :
PROBLEMS AND
PROSPECTS
(http://sbe.balik
esir.edu.tr/dergi
/edergi/c3s4/m
akale/c3s4m17.
pdf)
Page 152
Tourism
Training Center
(http://www.tou
rismtrainingcent
er.com/ic.asp?id
=1)
Innovation
ACNielsen ORG-MARG
Turkey Directorate
General of Research
and Training Housekeeping
(http://www.comce
c.org/UserFiles/File
/Raporlar/Turizm/
kat%20hizmetleri.p
df)
7. UNITED KINGDOM
Macro
Micro
Parameter Parameter
Economic
Investment
Variable
Plan Allocation
of National
Tourism
Administration
s
Secondary Sources
http://www.visitb
ritain.org/
http://www.visitb
ritain.org/aboutus
/tourismaffairs/tr
ansport/Aviation.
aspx
http://webarchi
ve.nationalarchiv
es.gov.uk/+/http
://www.culture.
gov.uk/what_we
_do/Tourism/to
urism2012.htm
Page 153
http://www.visitbri
tain.org/Images/Bu
siness%20Plan%20
2012%2013%20fin
al%20external_tcm
29-32440.pdf
Macro
Economic
Policy
Marketing
Branding
ACNielsen ORG-MARG
Public and
Private Sector
Investment in
Tourism Sector
http://www.visitb
ritain.org/aboutus
/marketing/brand
partnerships/inde
x.aspx
http://webarchive
.nationalarchives.g
ov.uk/+/http://w
ww.culture.gov.uk
/what_we_do/Tou
rism/tourism2012
.htm
http://www.cult
ure.gov.uk/imag
es/publications/
BHA_Taskforce_
Report.PDF
http://www.comm
unities.gov.uk/docu
ments/planningand
building/pdf/1517
53.pdf
Specific
Government
Policy
http://www.cultu
re.gov.uk/images/
publications/Gove
rnment2_Tourism
_Policy_2011.pdf
http://www.visitb
ritain.org/aboutus
/tourismaffairs/vi
sas/index.aspx
http://www.visit
britain.org/Imag
es/BTFR%20sus
tainability%20a
nnex_tcm2915233.pdf
Assessment of
the
Government
mandate
http://www.visitb
ritain.org/Images/
Tourism%20Socie
ty%20Article%20
David%20Bishop_
tcm29-27980.pdf
http://www.cultu
re.gov.uk/images/
publications/Gove
rnment2_Tourism
_Policy_2011.pdf
ABTA Ltd., March

2011, Government
Tourism Policy
Public Affairs Brief
(UK Tourism Policy
and UK Inbound
Policy)
Business Tourism
leads the Way, 2004,
Visit
Britain,
supported by Dept.
of Culture, Media &
Sport and UK Trade
& Investment
Promotional
activities /
strategies
being
undertaken by
the
Government &
Stevenson,
Nancy,
David
airey,
Graham
Miller,
2008,
Tourism Policy
Making:
The
Policy
Makers
Perspectives
http://www.visitb http://www.visitb http://www.visit
ritain.org/Images/ ritain.org/Images/ britain.org/Imag
Business%20Plan Annual%20Accou es/CS_ReachingI
%202012%2013
nts%202010nternationalMed
%20final%20exte 11_tcm29ia_lowRez_tcm29
rnal_tcm2927033.pdf
-29042.pdf
Page 154
Business Tourism
leads the Way, 2004,
Visit
Britain,
supported by Dept.
of Culture, Media &
Sport and UK Trade
& Investment
http://www.swto
urismalliance.org.
uk/tourismindustry/nationalmarketing/
Tourism Strategy
2011 Highlights,
by Tourism
Hospitality,
(http://www.ion.i
caew.com/Touris
mandhospitalitybl
ACNielsen ORG-MARG
Private sector
in these
Countries
32440.pdf
Specific
Campaigns on
the lines of
Incredible
India being
undertaken
http://www.visitb
ritain.org/aboutus
/marketing/brand
/index.aspx
http://www.visitb
ritain.org/aboutus
/marketing/great
campaign/index.a
spx
http://www.visit http://www.london
britain.org/Imag tourist.org/when.ht
es/About%20VB ml
%20brochure%2
0201112_tcm2928316.pdf
Cost
comparison of
similar
categories of
facilities, on
season / of
season
http://www.soon.
org.uk/britain.ht
m
http://fama2.us.es
:8080/turismo/tu
rismonet1/econo
mia%20del%20tu
rismo/economia%
20del%20turismo
/tourism%20expe
nditures%20in%2
0UK.pdf
ersaconfs/ersa9
9/Papers/a289.p
df
Promotional
activities being
taken up and
features
offered
http://www.cultu
re.gov.uk/images/
publications/DCM
S_Beyond_2012_L
egacy_Story.pdf
http://www.visitb
ritain.org/aboutus
/tourismaffairs/ot
herpolicyareas/fhl
.aspx
http://www.cult
ure.gov.uk/imag
es/publications/
DCMS_Host_a_Na
tion_Week_bookl
Price
og/21642)
Page 155
http://www.swtour
ismalliance.org.uk/t
ourismindustry/nationalmarketing/
ACNielsen ORG-MARG
et.pdf
Market
Share
Quality
Key stake
holders and
their
interrelation
ships
http://www.visitb
ritain.org/Images/
CS_ReachingIntern
ationalMedia_low
Rez_tcm2929042.pdf
http://www.cultu
re.gov.uk/images/
publications/DCM
S_Host_a_Nation_
Week_booklet.pdf
http://www.swt
ourismalliance.o
rg.uk/tourismindustry/tradediscount-atcrowndecoratingcentres/
Share of
Tourist arrivals
in the world
http://www.visitb
ritain.org/aboutus
/marketing/mark
etingprogramme/i
ndex.aspx
http://www.cultu
re.gov.uk/images/
research/TakingP
art_201112_Q3_StatisticalR
elease.pdf
http://mkt.unwt
o.org/en/barom
eter
http://www.wttc.or
g/site_media/uploa
ds/downloads/unit
ed_kingdom2012.p
df
Growth of the
sector over the
years
http://www.visitb
ritain.org/aboutus
/marketing/mark
etingprogramme/i
ndex.aspx
http://www.cultu
re.gov.uk/images/
research/TakingP
art_201112_Q3_StatisticalR
elease.pdf
http://www.wtt
c.org/site_media
/uploads/downl
oads/united_kin
gdom2012.pdf
UNWTO Vision
Report 2020
(http://www.cacci.
org.tw/upload/3Oguzhan%20Yurter
i.pdf)
Visitor
satisfaction
Primary Sources
Page 156
ACNielsen ORG-MARG
Safety
Quality of
experience
Image of the
Country
Quality of
services
Others
Training / HR
Investments
being incurred
on training of
HR courses
being offered
http://www.ukto
urismpro.net/foru
m.php
Innovation
http://www.ukto
urismpro.net/abo
utus.php
http://www.visite
ngland.org/Image
s/Disability%20a
wareness%20trai
ning%20template
s13.08.10_tcm3019863.pdf
8. FRANCE
Macro
Micro
Parameter Parameter
Variable
Secondary Sources
Page 157
ACNielsen ORG-MARG
Plan Allocation
of National
Tourism
Administrations
http://www.oecd.o
rg/dataoecd/56/11
/34267998.pdf
Public and
Private Sector
Investment in
Tourism Sector
http://ec.europa.eu
/enterprise/sectors
/tourism/files/stud
ies/structural_fund
s/sf_france_en.pdf
Specific
Government
Policy
http://www.consulf
rancenewyork.org/IMG/
pdf/Tourism_11_20
07.pdf
http://www.touri
sm.jp/english/rep
ort/2009/01/16/
2009-jan-01.php
Assessment of
the Government
http://www.oecd.o
rg/dataoecd/10/32
Ministry
France,
Investment
Economic
Macro
Economic
Policy
European
Commission,
Financial support
for Tourism and
Commerce
in
France, Enterprise
Publications
(Ministry
of
France,
2007,
Tourism in France,
Ministry
of
Foreign
and
European Affairs,
Republic
of
France)
of
2007,
Page 158
Branding
Marketing
Price
ACNielsen ORG-MARG
mandate
/1902552.pdf
Tourism in France,
Ministry
of
Foreign
and
European Affairs,
Republic of France
Promotional
activities /
strategies being
undertaken by
the Government
& Private sector
in these
Countries
http://www.connex http://www.oecd.
ionfrance.com/fran org/dataoecd/10/
ce-seeks-tourism32/1902552.pdf
revenue-boost-newmarketingcampaign-12885view-article.html
Specific
Campaigns on
the lines of
Incredible India
being
undertaken
http://us.francegui
demagazine.com/d
oc/rendez-vous-enfrance-usen/rdvf2012/2012
013104/#14
http://us.francegu
ide.com/
Cost comparison
of similar
categories of
facilities, on
season / of
season
http://www.francet
ourism.com/practic
alinfo/accommodati
ons.htm
http://www.snrt.f
r/
http://www.inte
rfacetourism.co
m/
http://us.francegu
ide.com/
http://us.francegu
ide.com/Editoral.h
tml?NodeID=422&
EditoID=72325
Page 159
Market
Share
ACNielsen ORG-MARG
Promotional
activities being
taken up and
features offered
http://www.connex http://www.franc
ionfrance.com/fran etourism.com/
ce-seeks-tourismrevenue-boost-newmarketingcampaign-12885view-article.html
http://www.franc
etourism.com/pra
cticalinfo/index.ht
m
ersaconfs/ersa9
9/Papers/a289.p
df
Key stake
holders and their
interrelation
ships
http://www.oecd.o
rg/dataoecd/56/11
/34267998.pdf
http://www.franc
etourism.com/pra
cticalinfo/index.ht
m
Share of Tourist
arrivals in the
world
http://us.francegui
de.com/article.html
?nodeID=422&Edit
oID=217528
http://www.hospi http://dtxtq4w60
talitynet.org/news xqpw.cloudfront.n
/4056061.html
et/sites/all/files/
pdf/unwto_barom
12_02_march_exce
rpt.pdf
http://dtxtq4w6
0xqpw.cloudfron
t.net/sites/all/fil
es/pdf/worlds_t
op_sounce_mark
ets.pdf
http://dtxtq4w6
0xqpw.cloudfron
t.net/sites/all/fil
es/pdf/worlds_t
op_destinations_
pr_27.pdf
Growth of the
sector over the
years
http://us.francegui
de.com/article.html
?nodeID=422&Edit
oID=217529
http://www.worl
dtourismconferen
ce2010.com/dow
nload/cat_view/5
2-day-2-tuesday5-october2010.html
Travel & Tourism

http://mkt.unwt
Economic Impact
o.org/en/barom
France 2012,
eter
World Travel and
Tourism Council
(http://www.wttc.
org/research/eco
nomic-impactresearch/countryreports/f/france/)
UNWTO Vision
Report 2020
(http://www.cac
ci.org.tw/upload
/3Oguzhan%20Yur
teri.pdf)
Page 160
ACNielsen ORG-MARG
Visitor
satisfaction
Safety
Quality of
experience
Quality
Primary Sources
Image of the
Country
Quality of
services
9. INDONESIA
Macro
Parameter
Micro
Parameter
Variable
Plan Allocation of
National Tourism
Administrations
Economic
Investment
Public and Private
Sector Investment in
Tourism Sector
Secondary Sources
UNPDF, 2010, United
Nations
Partnership
For
Development
Framework
20112015, Indonesia
ASEAN Tourism
Investment Guide
(http://www.aseansec.
org/22492.pdf)
Page 161
Specific Government
Policy
Macro
Economic
Policy
ACNielsen ORG-MARG
Law concerning
Tourism
(http://www.budpar.g
o.id/userfiles/file/Pari
wisata%20Final.pdf)
THE MINISTER OF
TOURISM AND
CREATIVE ECONOMY
OF
THE REPUBLIC OF
INDONESIA
o.id/userfiles/file/terj
emahan%20permen%
202012%20(inggris)%
2013%20PEB'2012.pd
f)
Formulation of
Torism Marketing
Straategy for
Indonesia
(http://www.bellet
ourism.com/upload
_files/1.10_EN_Indo
nesia_UNWTO_Mar
keting_Strategy.pdf)
Graci, Sonya, 2007,

Accommodating
Green: Examining
Barriers to
Sustainable Tourism
Development
Assessment of the
Visa Information
Government mandate (http://www.indonesi
a.travel/en/travelinformation)
Tourism in Indonesia
(http://www.asianinfo
.org/asianinfo/indones
ia/pro-tourism.htm)
International
Tourists
Perceptions
towards 'Visit
Indonesia 2008'
(http://irssm.upny
k.ac.id/userfiles/file
/papers/059.pdf)
Furqan,
Alhilal
and Ahmad Puad
Mat Som, 2010,
Effects
of
Decentralization
Policy on Island
Destination
in
Indonesia, World
Applied Sciences
Journal
10
(Special Issue of
Tourism
&
Hospitality): 6370, 2010, IDOSI
Publications
Page 162
Branding
ACNielsen ORG-MARG
Promotional
activities / strategies
being undertaken by
the Government &
Private sector in
these Countries
Ministry of Tourism
o.id/budpar/asp/ringk
asan.asp?c=47)
Travel to Indonesia
(http://www.indonesi
a.travel/)
Travel Indonesia
Activities
(http://www.indon
esia.travel/en/activ
ity)
Specific Campaigns
on the lines of
Incredible India
being undertaken
Visit Indonesia
a.travel/)
Indonesia Tourism
atourism.com/index.ht
ml)
ASEAN IMAGE
POSITIONING: THE
CASE STUDY OF
INDONESIA
(http://www.ttrese
arch.org/home/ima
ges/2553_4/_10.pdf
)
Bali Tourism
Board
(http://www.balitourismboard.com/news/
371-a-newhorizon-for-balistourism.html)
Cost comparison of
similar categories of
facilities, on season /
of season
http://www-sre.wuwien.ac.at/ersa/ersaco
nfs/ersa99/Papers/a2
89.pdf
Promotional
activities being taken
up and features
offered
Indonesia Marketing
Focus
a.travel/en/news/deta
il/739/indonesiafocuses-on-cuisinefashion-and-film-toattract-tourists-anddevelop-the-creative-
Visit Indonesia
a.travel/en)
Bali Tourism Board

(http://www.balitourismboard.com/news/3
71-a-new-horizonfor-balistourism.html)
Tourism Promtion
Budget
(http://indonesiatodaynews.blogspot.in/
2010/10/rp4921-billion-fortourismpromotion.html)
Marketing
Price
Page 163
ACNielsen ORG-MARG
economy)
Market Share
Key stake holders

and their
interrelation ships
Bali Tourism Board

(http://www.balitourismboard.com/news/371a-new-horizon-forbalis-tourism.html)
Share of Tourist
arrivals in the world
Tourism Statistics
o.id/budpar/asp/ringk
asan.asp?c=119)
Growth of the sector

over the years
WTTC - Travel &

Tourism Economic
Impact 2012
(http://www.wttc.org/
site_media/uploads/d
ownloads/indonesia20
12.pdf)
Safety
Quality
Quality of experience
Primary Sources
Image of the Country

Quality of services
Page 164
ACNielsen ORG-MARG
Training / HR
Investments being
incurred on training
of HR courses being
offered
Innovation
Others
Indonesia: Tourism
Development
Supporting
Biodiversity
Conservation in
Pangandaran
(http://biodiv.unwto.o
rg/en/content/indone
sia-tourismdevelopmentsupportingbiodiversityconservationpangandaran-0)
10. REPUBLIC OF KOREA

Macro
Parameter
Micro Parameter
Variable
Secondary Sources
Page 165
ACNielsen ORG-MARG
Plan Allocation of
National Tourism
Administrations
Public and Private
Sector Investment
in Tourism Sector
UNESCAP Tourism
Review: Opportunities
and Challenges for
Tourism Investment in
Republic of Korea
(http://www.unescap.or
g/ttdw/Publications/TP
TS_pubs/Toreview_No2
1_2172.pdf)
Recent Policies to Create

Employment Opportunities
in Tourism Sector
(https://s3-eu-west1.amazonaws.com/storageap
i/sites/all/files/pdf/kim.pdf)
Specific
Government
Policy
Law on Tourism
(http://www.budpar.go.
id/userfiles/file/Pariwis
ata%20Final.pdf)
Cultural Policies & Trends in

2012
(http://www.korea.net/NewsF
ocus/Policies/view?articleId=9
0614)
Investment
Economic
Macro Economic
Policy
Assessment of the
Government
mandate
Page 166
United Nations, 2001,

Opportunities and
Challenges for Tourism
Investment: A Case Study of
the Republic of Korea and
reports from Selected
countries in Asia and the
Pacific, ESCAP Tourism
Review No.21, United
Nations Publications, New
York, 2001
Branding
Marketing
ACNielsen ORG-MARG
Promotional
activities /
strategies being
undertaken by the
Government &
Private sector in
these Countries
Visit Korea
(http://english.visitkore
a.or.kr/enu/index.kto)
Specific
Campaigns on the
lines of Incredible
India being
undertaken
Visit Korea
(http://english.visitkore
a.or.kr/enu/index.kto)
Cost comparison
of similar
categories of
facilities, on
season / of season
Tourism and Hotel

Competitiveness
Research
(http://repository.lib.po
lyu.edu.hk/jspui/bitstre
am/10397/2584/1/4tourism-hotelcompetitiveness.pdf)
The Travel and Tourism

2011
(http://www.scribd.com/do
c/49473673/TravelTourism-CompetitivenessReport-2011)
Promotional
activities being
taken up and
features offered
http://www.korea.net/
NewsFocus/Travel
Goodstay
(http://english.visitkorea.or.
kr/enu/AC/AC_EN_4_9.jsp?o
ut_service=&areaCode=36#s
electbox)
Price
Page 167
Republic of Korea - Travel

and Tourism
Competitiveness Index
(https://members.weforu
m.org/pdf/tourism/Korea.
pdf)
ACNielsen ORG-MARG
Key stake holders

and their
interrelation ships
Market Share
Share of Tourist
arrivals in the
world
Inbound Tourism
Statistics
(http://statistics.unwto.
org/sites/all/files/pdf/k
orea_inbound_0.pdf)
Republic of Korea - Travel

and Tourism
Competitiveness Index
(https://members.weforum.
org/pdf/tourism/Korea.pdf)
Growth of the
sector over the
years
Tourism Outlook: South

Korea
(http://corporate.visa.c
om/_media/visatourism-outlookskorea.pdf)
Travel & Tourism Economic

Impact
(http://www.wttc.org/site_
media/uploads/downloads/
south_korea2012.pdf)
Safety
Quality
Quality of
experience
Primary Sources
Image of the
Country
Quality of services
Page 168
Tourism Statistics
(http://kto.visitkorea.or.kr
/eng/tourismStatics/keyFa
cts/KoreaMonthlyStatistics.
kto)
ACNielsen ORG-MARG
Training / HR
Investments being
incurred on
training of HR
courses being
offered
Korea Tourism
Specialist Training
Program
(http://www.koreaspeci
alist.com.au/home/inde
x.php)
Innovation
Promotion of National
Innovation Systems in
Countries with Special
Needs
(http://nis.apctt.org/PD
F/CSN_Workshop_Repor
t_Final.pdf)
Page 169

India Tourism Global

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

India Tourism Global

Uploaded by

Copyright:

Available Formats

Competitiveness

Ministry of Tourism, Government of India

Ministry of Tourism, Government of India

Travel & Tourism Competitiveness Report 2007

Ministry of Tourism, Government of India

Ministry of Tourism, Government of India

Ministry of Tourism, Government of India

ACTION PLAN: Implementation Programmes

Immediate (0-6 months)

Short term (7-18 months)

Identify Flagship projects for

Visa and entry

Action Plan 2: Product Development

Short term (7-18 months)

Develop Target Destinations

Identify Flagship projects

Long term (19-36

Ministry of Tourism, Government of India

Identify private players

Destination Management with

Partner with private

Short term (7-18 months)

Long term (19-36

Identify India Tourism

Action Plan 3: Promotion/ Campaign

Ministry of Tourism, Government of India

Consumer based direct

o Documentary films and

Joint Ventures / Partnerships

Identify and partner with

Action Plan 4: Human Resource Development

Immediate (0-6 months)

Short term (7-18 months)

Dialogues with Communities

Awareness Campaigns on:

Ministry of Tourism, Government of India

TERMS of REFERENCE ............................................................................................................. 12

APPROACH AND METHODOLOGY ............................................................................... 15

RESEARCH APPROACH AND METHODOLOGY .......................................................................... 15

OPERATIONAL METHODOLOGY .............................................................................................. 18

STEPS TO ASSESS COMPETITIVENESS ...................................................................................... 19

SAMPLE SIZE .......................................................................................................................... 22

SECONDARY RESEARCH FINDINGS ....................................................................... 23

INDIA IN WORLD TOURISM RANKINGS ................................................................................... 24

COUNTRY-WISE ANALYSIS OF TOURISM POLICIES, PROMOTION & MARKETING ........... 27

SOUTH KOREA .................................................................................................................................................... 50

UNITED STATES OF AMERICA ................................................................................................................... 60

INDIA vis-a-vis COUNTRIES TOURISM INFRASTRUCTURE ...................................................... 61

TOUR OPERATORS PERCEPTION ON TOURISM IN INDIA ......................................................... 64

SECONDARY RESEARCH FINDINGS .......................................................................................... 65

Ministry of Tourism, Government of India

SCORES BASED ON SECONDARY RESEARCH FINDINGS ............................................................ 85

PRIMARY SURVEY FINDINGS .................................................................................... 89

DEMOGRAPHIC PROFILE OF TRAVELERS ................................................................................. 89

Type of Traveler ................................................................................................................................................. 89

Cities for Traveler Interviews ...................................................................................................................... 89

Gender Distribution of Travelers ............................................................................................................... 90

Age Distribution of Travelers....................................................................................................................... 90

Occupation of Travelers ................................................................................................................................. 91

Level of Education of Travelers .................................................................................................................. 91

Distribution of City of Interview vs. Type of Traveler ....................................................................... 92

TRAVEL PARTICULARS ............................................................................................................ 92

Survey of Countries Visited ........................................................................................................................... 92

Age vs. Country Visited Distribution of International Tourists.................................................... 93