9 Vol 1, Issue 1 , 2013 ISSN-2321-6816 Research Article SERVOQUAL ANALYSIS OF TOURISM IN INDIA ANAND M B*1, SHIVAMOGGA JAYARAMAIAH N2 1Asst professor at pesitm ,2Hod pcms, bangalore .Email : [email protected] Received:22 April 2013, Revised and Accepted:24 April 2013 ABSTRACT Globally, the travel, tourism and hospitality industry is one of the largest service industries in terms of revenue generation and foreign exchange earnings, contributing over 9% to global GDP. It is also one of the largest employment generators in the world. An estimated 235 million people work directly or in related sectors, accounting for more than 8% of global employment. Travel, tourism and hospitality industry is an integral part of the economy. The sector accounts for around 8.0% of India’s GDP. It is a significant employment generator and a substantial contributor towards foreign exchange earnings of the country. India’s share in the global travel and tourism industry (in terms of international tourism receipts) is around 1.2%; it however holds immense potential, given the country’s rich history, and cultural and geographical diversity. It is an attempt to develop tourism in Shivamogga and to harness full potential of the industry; GoI has taken several measures from time to time. Formulation of the tourism policy and various initiatives to promote tourism infrastructure development and marketing and promotion activities. Keywords: Ministry of Tourism, tourism industry, INTRODUCTION Indian travel and tourism industry Global scenario Indian tourism offers most diverse products globally. The country’s rich history, cultural heritage, beauty, diversity of religion and Travel and tourism is one of the fastest-growing industries and a medicine fascinate budget and luxury travelers. Tourism in India leader in many countries. It is expected to have generated around has registered significant growth over the years. This has been led 9.4% of world GDP and 8.2% of total employment in 2009. The by growth in both leisure and business tourism. Rising incomes, contribution of the industry to the global economy remains high increasing affordability, growing aspirations, increasing despite a 4.38% decline in 2009. During the year, travel and tourism globalization, and a growing airline industry along with investment too declined by more than 12%. improvement in travel-related infrastructure have supported International tourist arrivals rose from 682 million in 2001 to 920 industry growth. Tourism holds immense potential for the Indian million in 2008. The global travel and tourism industry experienced economy. It can provide impetus to other industries through a downturn in 2009 due to the global economic and financial backward and forward linkages and can contribute significantly to meltdown. The industry was affected by low business volumes and GDP. consumer confidence, given the uncertainty about factors such as Structure of the tourism industry availability of credit, exchange rates, employment, and the H1N1 virus. Consequently, tourist arrivals fell 4% worldwide in 2009. World ranking of the Indian Travel and Tourism Industry Nevertheless, tourist arrivals increased 2% in the last quarter of 2009, led by recovery in the Asia Pacific and the Middle East. Parameters Ranking Absolute Size 12 Foreign Direct Investment Relative contribution to National Economy 90 Growth Forecast 4 In the hotel and tourism industry, 100% FDI is permissible through the automatic route. Here, the term ‘hotel’ refers to restaurants, Source: WTTC, 2012 beach resorts, and other tourist complexes providing accommodation and/or catering and food facilities to tourists. The Position of Indian Travel and Tourism Industry in the World tourism industry includes travel agencies; tour operating agencies; tourist transport operating agencies; and units providing facilities Parameters Ranking for cultural, adventure and wild life experience and surface, air and water transport facilities; and leisure, entertainment, amusement, Share of India in International Tourist Arrivals 0.58% sports, health and convention/seminar units. India’s rank in the world Tourist Arrivals 41 Share of India in International Tourism Receipts 1.24% Travel and tourism is the largest service industry globally in terms India s rank in world Tourism Receipts 22 of gross revenue and foreign exchange earnings. It is also one of the largest employment generators in the world. It has been a major Source: Ministry of Tourism social phenomenon and is driven by social, religious, recreational, knowledge seeking and business interests and motivated by the Tourism comprises activities of people travelling to and staying in human urge for new experience, adventure, education, and places outside their usual environment for not more than one entertainment. Tourism is both cause and consequence of economic consecutive year for leisure, business and social, recreational, and development. It has the potential to stimulate other sectors in the knowledge seeking purposes. economy owing to cross-synergistic benefits and its backward and Most of the players in the tourism industry are SMEs. The forward linkages. unorganized sector dominates the industry in India. Hotels, airline companies, and tour operators form the organized sector. Anand M. B. et al. Innovare Journal of Business management, Vol 1, Issue 1, 2013, 9-14 Specialist travel service providers assist tourists with travel The study is based on field survey, which has been conducted arrangements. These providers include travel agencies who are between june2012 - September 2012. The perspective background involved in retailing of travel products directly to the tourists of the study refers to the time span from 2005-2012. On the basis of (individuals or groups). They provide information on different statistics collected from field survey, tables have been prepared and travel destinations and advise customers on travel plans. They also suitable tools have been applied. sell associated products such as insurance, car hire, and currency exchange. Significance of the Study Performance of the Indian travel and tourism industry The quality and efficiency of infrastructure is the primary concern of tourism industry. There are a number of problems and constraints, The tourism business in India can be broadly classified into: which concern the infrastructure development in the tourism sector. inbound tourism, domestic tourism, and outbound tourism. Inbound tourism Foreign tourist arrivals in the country increased The resource generation ability of those Tourism Industry will be steadily from 2.4 million in 2002 to 5.3 million in 2008. It, however, definitely higher in case of reasonable development of fell to 5.1 million in 2009, recording a decline of 3.3%. The Infrastructural facilities, it may be Access & Connectivity, Amenities, slowdown in India’s core markets, the US, Europe and UK, travel Human resource, Service level, Marketing & Promotion and advisories issued by countries against travel to India following the Security. This too necessitates the development of Infrastructural terror attacks in Mumbai, and postponement of holidays by facilities in the Tourism Industry. Tourism Industry in India suffers travelers affected tourist inflow into the country in 2009; from several weaknesses both in qualitative and quantitative terms. nevertheless, the impact on the Indian industry was much lesser It is with the above-mentioned imperatives that this study has been compared with other countries. undertaken. Objectives of the Study: To assess the growth in productivity of Tourism Industry in India. To understand the present service level in Jog Falls To identify the major areas need to be improved in infrastructure To assess the service quality of jog falls Sample: 50 Travelers who had visited Jog falls during Aug 2012-March 2013.The sampling method has been devised as to ensure adequate representation for the entire population. Questionnaire Design: Pilot survey has been undertaken for pre-testing the questionnaire. Questionnaire has been edited in the light of the results of the pilot survey. The questionnaire includes 25 statements The top 10 countries accounted for around 64% of total tourist Primary data have been collected by using structured questionnaire, arrivals in the country during 2009. The US and the UK together personal interviews, discussions and observations. accounted for around 30% of tourist arrivals. Around 14% of the total tourist arrivals in 2009 were from India’s neighboring Secondary sources include published and unpublished sources. countries, Bangladesh and Sri Lanka. Published sources are newspapers, reports of WTO, ITDC, and official publications of national and international tourism bodies Domestic tourism including Central and State Governments. Unpublished sources viz., the records maintained by the Government and private hotels, Domestic travelers recorded an all-time high of 650 million during studies undertaken by research institutions, scholars, executives 2009, 15.5% higher than the previous year. After rising 18% and and economists have served the purpose. 14% respectively in 2006 and 2007, rise in domestic travel slowed down to 6.9% during 2008. The increase in 2009 reflects recovery Limitation of the Study: in sentiment in the later part of the year and preference for domestic visits over international visits. Although the Indian Some of the conclusions are based on the estimates, assumptions, economy was not as severely affected by the economic