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Management is the attainment of organizational goals in an effective and
efficient manner through planning, organizing, staffing, directing and 
controlling organizational resources. Organizational resources include 
men (human beings), money, machines and materials. Management 
primary function is to get people to work together for the attainment of 
an organizations goals and objectives. There are different management 
styles Traditional team and servant. An important aspect of management
function is the allocation of finite resources. Management is the art of 
getting people together to accomplish desired goals and objectives using 
available resources efficiently and effectively. 


                           “Management is the art of getting things
                                               done through others”

                                                                       ­  Mary Parker Follet

Marketing is the activity, set of institutions, and processes for creating, 
communicating, delivering and offerings that have value for customers, 
clients, partners and society at large. In the end, marketing’s central 
focus is the end user of a business product or service. Marketing is the 
important function of the management production of goods and services 
has no meaning unless the goods and services are exchanged for money. 
This involves the moments of goods from producers to ultimate users. 
The term Market is originated from Latin word “MARCOPTUS’’ which
means TRADE or a PLACE where the business is conducted.


               “Marketing is a social process by which individuals
and organizations obtained what they need and want
through creating and exchanging value with others”.

                                                                    KOTLER AND AMSTRONG

Service marketing is marketing based on relationship and value. It may

be used to market a service or a product. With the increasing prominence
of services in the global economy, service marketing has become a
subject that needs to be studied separately. Marketing services is
different from marketing goods because of the unique characteristics of
services namely, intangibility, heterogeneity, perish ability and

Marketers market different types of entities such as goods, services,

events, persons etc. The marketing of services is known as service

Services are essentially intangible and do not result in the ownership of

anything. Its production may or may not be tied to a physical product.

Service marketing excellence requires excellence in three broad

categories: external, internal and interactive marketing. External
marketing covers the pricing, distribution and promotion of services to
consumers. Internal marketing involves training and motivating
employees to serve customers well. Interactive marketing describes the
employees’ skill in serving the client.


The American Marketing Association defines services as –

“Activities, benefits and satisfactions which are offered for sale or are
provided in connection with the sale of goods.”

Managing Tourism and Hospitality Services is the result of extended
discussions, between them and colleagues in many countries about
activities they have been engaged in. It became apparent that there are
some important convergences in tourism and hospitality research,
particularly as it relates to the study of service management in these still
new and still rapidly developing sectors. Current research which
individually records the commitment and application of the contributors,
but taken together the collection of work provides a benchmark of
current understanding, and examines the range of research methods
being applied to further deepen the understanding of tourism and
hospitality service management research. It is not our belief that this
book is a definitive statement of research into this area, rather we hope
that it will inspire present and future researchers to consider how to
further advance the frontiers of tourism and hospitality research.
Tourism is the fastest growing industry in the world as well as the one of
the world’s most competitive one. This competition is constantly
growing as more and more destinations seek to attract tourists and more
companies and organizations become involved in the highly skilled
business of destination planning, transportation, accommodation and
catering for the tourists In India itself the estimated foreign exchange
receipts of India from tourism increased from US$ 11.39 billion in 2009
to US$ 14.19 billion in 2010. In 2010 India crossed the 5.58 million
arrivals mark of foreign tourists and the domestic tourist flow in the
country in 2009 was estimated to be 650 million.
All these figures give you an idea of the growing market as well as the
role being played by tourism in the economies of the nations. India has
still more potential to attract foreign tourists as well as encourage
domestic tourism. But this potential can be converted into a reality
through vigorous marketing of the tourism products and services.
Gradually the tourism market is maturing and competition is already
According to “krippendort”
“Tourism marketing is to be understood as the systematic and
coordinated execution of business policy by tourist undertakings
whether private or state owned at local, regional , national or
international level to achieve the optimal satisfaction of the needs of
identifiable consumer groups, and in doing so to achieve an appropriate

Marketing is an essential part of running a business. In

case of tourism marketing, it involves all managerial activities of
services firm or organizations are perform with the customer in mind
and treating him as the hub of the firm. The customer’s needs, wants and
desires are analyzed and categorized, the service marketer then goes
back to his service design centre to develop service offer especially for
the customer. The service firm with as entire energy then is channeled to
appropriately use its marketing mines to produce and delivered. The
offer to the customer much better than the compaction.
Types of tourism:
There are three basic forms of tourism: domestic tourism, inbound
tourism, and outbound tourism.

Domestic tourism refers to activities of a visitor within their country of

residence and outside of their home.

Inbound tourism refers to the activities of a visitor from outside of

country of residence.

Outbound tourism refers to the activities of a resident visitor outside of

their country of residence.

What is Tourism Management?

It involves the management of multitude of activities such as studying
tour destination, planning the tour, making travel arrangements and
providing accommodation. It also involves marketing efforts to attract
tourists to travel to particular destinations.

There is a subtle difference between just travelling and tourism.

 Travelling is going from the place of residence or work to another

distant or a neighboring place by any means of transport. Routine
commutation can be termed as travelling.
 Tourism is travelling with an objective. All tourism necessarily
includes travel but all travel does not necessarily include tourism.
We can say, travelling is a subset of tourism.

One similarity between travel and tourism is, they both are temporary
History of the Indian Tourism

Tourism industry in India is on a great boom at the moment India

has become a major global tourist destination and Indian tourism
industry is exploiting this potential to the hilt. Travel and tourism
industry is the second highest foreign exchange earner for India,
and the government has given travel & tourism organizations
export house status.

The Indian tourism industry can be attributed to several


Firstly, the tremendous growth of Indian economy has resulted in more

disposable income in the hands of middle class, thereby prompting
increasingly large number of people to spend money on vacations abroad
or at home.

Secondly, India is a booming IT hub and more and more people are
coming to India on business trips.
Thirdly, aggressive advertising campaign "Incredible India" by Tourism
Ministry has played a major role in changing the image of India from
that of the land of snake charmers to a hot and happening place and has
sparked renewed interest among foreign travelers.

Travel & tourism industry's contribution to Indian industry is immense.

Tourism is one of the main foreign exchange earners and contributes to
the economy indirectly through its linkages with other sectors like
horticulture, agriculture, poultry, handicrafts and construction. Tourism
industry also provides employment to millions of people in India both
directly and indirectly through its linkage with other sectors of the
economy. According to an estimate total direct employment in the
tourism sector is around 20 million.

Travel & tourism industry in India is marked by considerable

government presence. Each state has a tourism corporation, which runs a
chain of hotels/ guest houses and operates package tours, while the
central government runs the India Tourism Development Corporation.

The policy is built around the 7-S Mantra

 Swaagat (welcome),
Soochanaa (information),
Suvidhaa (facilitation),
Surakshaa (security),
Sahyog (cooperation),
Sanrachnaa (infrastructure)
Safaai (cleanliness).

Some of the salient features of the Tourism Policy are:

 The policy proposes the inclusion of tourism in the concurrent list
of the Constitution to enable both the central and state
governments to participate in the development of the sector.
 No approval required for foreign equity of up to 51 per cent in
tourism projects. NRI investment up to 100% allowed.

 Automatic approval for Technology agreements in the hotel

industry, subject to the fulfillment of certain specified parameters.

 Concession rates on customs duty of 25% for goods that are

required for initial setting up, or for substantial expansion of

 50% of profits derived by hotels, travel agents and tour operators

in foreign exchange are exempt from income tax. The remaining
profits are also exempt if reinvested in a tourism related project.

The different types of tourism in India:

Heritage Tourism

India has always been famous for its rich heritage and ancient culture.
India’s glorious past and cultural diversity make a potent blend which
attracts millions of tourists each year to its heritage tourist attractions
India's rich heritage is amply reflected in the various temples, palaces,
monuments, and forts that can be found everywhere in the country

The most popular heritage tourism destinations in India are:

Taj Mahal in Agra

Mandawa castle in Rajasthan
Mahabalipuram in Tamil Nadu
Madurai in Tamil Nadu
Lucknow in Uttar Pradesh
Delhi, the Indian capital

The major national parks in India for ecotourism are:

 Corbett National Park in Uttar Pradesh

 Bandhavgarh National Park in Madhya Pradesh

 Kanha National Park in Madhya Pradesh

 Gir National Park and Sanctuary in Gujarat

 Ranthambore National Park in Rajasthan.

Emerging new products in Tourism

1. Golf tourism

2. Education Tourism

3. Domestic Tourism

4. Luxury Trains

5. Wedding

6. Eco-Tourism

7. Tea Tourism
8. Sports Tourism

9. Medical Tourism


“Marketing research means the systematic gathering,

recording, analyzing of data about problems relating to the

marketing of goods and services”


Research methodology is a way to systematically solve the

research problem. Here we study the various steps generally

adopted by the researcher in studying the research methods to

continue a part of research methodology.

In this research, both Primary and Secondary data taken into

consideration. The project would be executed through primary

data i.e. questionnaires, discussion with various age groups of

employee, information from other group of companies, internet


Primary data: - This is those, which are collected as fresh and

for the first Time, and thus happen to be original in character.

There are many ways of data collection of primary data like

questionnaire, observation method, interview method, through

schedules, pantry Reports, distributors audit, consumer panel etc.

Secondary data: - These are those data, which are not collected

afresh and are used earlier also and thus they cannot be

considered as original in character. There are many ways of data

collection of secondary data like publications of the state and

central govt., website, journals, companies reports, reports

prepared by researchers with business, Industries, banks etc. For

this project secondary data was taken from company’s reports

and websites, reports of various associations connected.


1. Type of research: Voluntary research design

2. Sources of data: Primary Data & Secondary Data
3. Primary Data – Questionnaire
4. Secondary Data – Websites
5. Data collection method: Survey

6. Survey Instrument: Questionnaire (Closed and

Open Ended)
7. Method of communication: Collect the data

through survey of the employees in the

8. Sample size: 15 respondents
9. Sample unit: Here the researcher has randomly

selected the respondents of the Kurnool.

10. Sampling Design: systematic sampling

(sample collection)