About the Book
1: Understanding Tourists and Hosts
2: Guides and Escorts
Book 3: Tourist Sites : Products and
Book 4: Tourist Sites : Products and Operationa-2
Book 5: Tourist Sites : Products and Operationa-3
Book 6: Promotional Skills Case Studies - 1
Book 7: Promotional Skills Case Studies - 2
Book 8: Learning From Others
Book 1: Understanding Tourists and Hosts
It is important for
all those related directly or indirectly with tourism to know the characteristics
of tourists as well as hosts. These are necessary for all kinds of planning and
development in tourism. This Block is an attempt to familiarise you with those
aspects of tourism which are related to developing an understanding about the
visitors and the hosts. Unit-1 discusses the profiling of foreign tourists and
provides come essential data on international tourism flows.
Unit-2 takes into
account the profiling or domestic tourists, an area often neglected in tourism
In Unit-3, the focus
is on guest-host relationship. It discusses the nature of this relationship and
associated tensions and areas of co-operation.
Unit-4, the last Unit
of the Block, mentions the Sociology and Anthropology of tourism. Besides
discussing the approaches in this regard it also touches upon the relevance of
such studies for tourism development.
are thankful to World Tourism Organisation, Department of Tourism, Government
of India, Mr. V.K. Malhotra, Economic Adviser,
Economics and Statistics Department, Government of Himachal Pradesh and Mr. G
.B. Dey of
Welcomgroup for providing certain data to us.
Book 2: Guides and Escorts
The emergence of
travel and tourism as the world's most dynamic industry has made the closing
years of the twentieth century as an invigorating time for tour guides and
escorts, With the rapid development of tourism, services like guiding and
escorting have to keep pace with the demand and quality of the tourism sector.
In this Block the spotlight is on Guides and Escorts. We .have selected five
specific cases for detailed enquiry into the role of the guides and escorts in those situations. These studies are
intended to stimulate our skills and imagination in demanding more of yourself
as a tourism professional. You will thus be able to utilise the theoretical
understanding acquired about guides and escorts in Unit-15 of Block-4 (TS-1) to
Unit-5 is entitled
Discovering A Town: Guide And The City Tour. It takes into account the conducting
of a city tour with emphasis on the guide's role. There are several interesting
details about your own town that often escape your attention. It is fascinating
to know them and use that information to make the city tour both unique and
Unit-6 is on
Describing A Monument: The Taj Mahal.
It takes up the famous mansoleum for a case study
from the point of view of a tourist guide. Jt
discusses the various facets of a historical monument, both real and mythical.
The information provided in this Unit can form the basis for seeking
information about other monuments and describing them to the tourists.
The next. Unit-7, is
about The Mountain Guide: Sherpa. It discusses a totally different locale from
the previous Units-the Himalayas. With growing frequency of visits to Himalayas
by trekkers, climbers. and even general tourists, the Sherpas,
as local guides, have assumed an important position. We have aimed at
familiarising you with the Sherpa guide and his ambience in this Unit.
Through A Museum , takes you on a
journey through one of the premier museums, of the country, the Prince of Wales
Museum, Bombay. It enables you to understand the peculiarities and attractions
of a museum. This helps you in organizing the itinerary of your tourists to a
visit to the different kinds of museums spread almost all over the country.
Finally, we give you
details about one of tourism's most viable and economically rewarding area-the
wildlife tourism. In Unit-8, entitled Visiting National Park: A Guide's
Perception, we discuss the role of wildlife guide and the intricacies involved
in promoting wildlife tourism. We especially take stock of the responsibilities
that entail upon guides with regard to environmental protection and ecological
An overall need has
been felt in the tourism Industry for upgrading the quality of the services of
the Guides. We hope this Blok serves a useful purpose in this regard.
Acknowledgement: We are thankful to the Department of Tourism, Govt. of
India, J & K Tourism Dept. and Travel Corporation (India)'
Ltd. for providing photographs,
Book 3: Tourist Sites : Products and Operationa-1
A definition of
tourism as an activity resulting from travelling and visiting an area by people
who are not the residents of that area implies the existence of a set of
products and operations pertaining to such tourist sites. This Block and the
two subsequent Blocks (Nos. 4 and 5) are about such products and operations.
In this Block we have
chosen, for a detailed discussion, the three interrelated products of prime
tourist importance, viz dance and music, cuisine and
customs, and business and tourism.
Unit 10 is on Dance
and Music: The Khajuraho Festival. It discuses mainly
the importance of dance and music as elements of our culture and teaches you
the methods of marketing dance and music as a tourism product. We have selected
the Khajuraho Dance Festival as an illustrative case
study in this Unit.
Unit 11 is on The
Business City: Bombay. It" aims at introducing to you the business city as
a tourist site. Bombay has been chosen by us as a case study for the Unit
wherein the discussion is centred on business and tourism as the twin aspects
of such a site.
Lastly we have Unit
12 on Cuisines, Customs, Festivals and Fairs. Here we have given you details on
the role of cuisine in tourism' promotion, the importance of the knowledge of
local" customs for a tourism professional and mode of incorporating"
festival and fairs into promotional itineraries.
We hope you will find these Units informative as well as useful in your
profession. Acknowledgement: We are thankful to the Department of Tourism,
Govt. of India, Maharashtra Tourism Department, Orissa Tourism Department, Air
India and -Travel Corporation (India) Ltd. for providing photographs.
In Block 3, we
familiarised you with some Products, Operations and Tourist Sites. Here in
Block 4, we are extending the same subject to cover Products and Operations
that form a related yet separate category. The common theme of the four
constituent Units of this Block is nature and natural surroundings as tourist
attractions. Different aspects of tourism products emanating from nature have
been taken up for a detailed discussion in these Units.
Unit 13 is on
Adventure and Sports, a product of tourism currently in great demand. You will
get details on various kinds of adventure activities that have today become
popular tourist attractions. Also with these activities have come to be
associated a few sports. The Unit also deals at length with the nature and
organisation of such sports and tells you ways to utilise this information for
The next Unit 14 is
on Beach and Island Resorts. Herein you learn about the development and growth
of the concept of beaches and islands as tourist resorts. We have also given
two case studies as illustrations viz. Kovalam and
Unit 15, Hill
Stations of India, is a detailed study of the growth of hills into tourist
sites. It traces for you the history of the hill stations as a tourist product.
It also provides you with details of different kinds of hill stations in India
along with a comment on their potential for tourism .purposes.
Finally you have Unit
16 on the Wild Life in India. This Unit has been devised in the form of a narration. This, we hope, will enable you to
use the information given here more effectively to the benefit of the tourist
groups attracted to such sites.
are thankful to the Department of Tourism, Govt. of India,
Air India, J & K Tourism Deptt., Himachal
Pradesh Tourism Deptt., The Adventure, Bangalore and
Hugh Collin Guntzer for photographs,
This is the third and
the final Block pertaining to tourist sites promoting mainly products of
indigenous culture and traditions. Thus pilgrimage, festivals, ethnic tourism,
and crafts and folk art constitute the variety of themes discussed in detail in
The first of these,
Unit-17 is on Pilgrimage. It takes into account the ancient Indian tradition of
paying visits to holy places as an important generative factor for tourism. As
a continuation of this tradition, the Unit includes four case studies, that of Vaishno Devi, Kamakhya, Tirupati and Ajmer Sharif.
The next, Unit-18, is
on Festivals. You may have noticed that festivals as a topic occur at other
places too. Here the focus, therefore, is on festivals that are of recent
origin, are revived recently, or are contrived for promoting tourist activity.
Ethnic Tourism, is
the' subject of Unit-19. In our case ethnicity, i.e. the customs and culture of
indigenous people, is a strong factor in tourism activities. We have provided
you an understanding of ethnic tourism and have given you some idea of the
impact it has had' on our culture.
Lastly we have
Unit-20 on Crafts and Folk Art where the discussion is mainly centred on the
value of indigenous crafts and folk art as significant ingredients of tourism.
The Unit also deals at length with the museums where folk crafts and art have
been effortfully preserved.
We hope you will find
substantive information in these Units and be able to use it professionally.
Acknowledgement: We are thankful to the Tourism Department, Govt. of
India, Tourism Departments of Haryana, Rajasthan, Jammu and Kashmir, Assam and
Gujarat for their cooperation and photographs.
Book 6: Promotional Skills Case Studies-1
In Block 6 of TS- 1 you were familiarised
with various aspects related to marketing of tourism products. Promotion is an
essential constituent of tourism marketing i.e. a process of communication
between the sellers and the buyers of tourism products. The sellers in this
case may be quite varied such as the National Tourist Organisation, tour
operator, travel agent, an airlines or a hotel, etc. In many cases joint
promotion is also done by sellers having common business interests. It is
essential for tourism professionals to understand the intricacies involved in
such promotions and bow promotional events are planned and organised. This
Block is an attempt in this regard.
Unit 21 discusses the
Festivals of India about which you must have beard or read. These festivals
were held not just for the sake of entertainment. They bad a deeper motive i.e.
generating interest and awareness about India through a cultural construction
abroad. Hence, they were promotional events of the country as a whole.
Unit 22 deals with a
specific case .i.e. India fest, a promotion organised. by the Travel
Corporation (India) Ltd in collaboration with others. It was aimed at
attracting more tourists from Europe. The Unit is based on' the TC 1 report of India fest. In Unit 23 we describe
the adventure of Kallnga-Bali yatra
organised By the Department of Tourism, Orissa.
Lastly in Unit-24 we
discuss in detail a tourism Product i.e, the Palace on Wheels. A joint venture of Indian Railways and Rajasthan Tourism Development Corporation,
its success has encouraged the Railways to go for more such projects covering
other parts of the country.
Acknowledgements: We are grateful to the Indian Council of Cultural
Relations, New Delhi, the Travel Corporation (India) Ltd, Bombay, Departments
of Tourism of Orissa and Rajasthan for providing photographs. We also thank Ms.
Meher Bhandara of TCI and
Mr. RK. Puri of Indian Railways for their help.
Book 7: Promotional Skills Case Studies-2
This Block introduces
you to three case studies in relation to promotional events and skills.
Different segments of the Tourism Industry adopt diverse methods to achieve
The sellers and
buyers of tourism products and services interact and transact business in a
travel mart. In Unit-25 we discuss the PATA Travel Mart.
Unit-26 mentions the
work done by India Tourism Offices abroad for marketing India as a tourist
destination. The Unit is based on the presentations made by the Regional
Directors of the Tourism Department, Govt. of India at the Overseas Marketing
Conference in New Delhi in February, 1994.
Practically. all the
state governments in India have framed their tourism policy and promo- tional plans for tourism development. In Unit-27 we discuss
the promotional plan of Maharashtra Tourism Department as a case study.
These Units will not
only add to your knowledge in the field but will also enable you to understand
the skills required for such promotions.
The School of
Management of IGNOU has made a video Destination India for the Course on
Marketing of Services. This will also be of use to the students of Tourism
are thankful to Mr. D. Mehta former Managing Director, Department of Tourism
Maharashtra, Ms. Nirmala Sharma, PATA, Mr. P.K. Dong
Regional Director for Europe, Mr. Ratan Kotwal, Regional Director for England, Mr. Ahmad A. Azim, Regional Director for West Asia, Department of
Tourism, Govt. Of India and Mr. Rummy Malhotra of Air
India for their cooperation and photographs.
have significantly contributed towards tourism development and promotion.
Hence, it is useful for a tourism professional to learn from their experience.
In this Block we have selected four such organizations.
Unit-28 is a case study of SITA a leading travel agency with diverse tourism
In Unit-29 we discuss the organisation and operations of Air India, our national air carrier. Besides dealing with
certain other aspects, the emphasis is on the role played by Air India in tourism promotion.
constitute a major component in tourism services. In Unit 30 we discuss their
utility and significance through the case study of Haryana
In recent year's
heritage tourism has gained prominence. Many old palaces and have lies have
been converted in hotels and resorts to give the feeling and touch of the royal
life styles as tourism products. Hence, in Unit-31,
the focus is on Heritage
Acknowledgement: We are thankful to Air-India's Tourism Division
and Haryana Tourism Department for their cooperation and photographs. We acknowledge the assistance
provided by Mr. Michael P. Hmar in the production of the course.
1 Understanding Tourists And
Profiling Foreign Tourists
Profiling Domestic Tourists
Sociology, Anthropology and Tourism
Some Useful Books For This Block
Activities For This Block
2 Guides And Escorts
Discovering a Town: Guide and the City Tour
Describing a Monument: Taj
The Mountain Guide: Sherpa
Journey Through a Museum
Visiting National Park: A Guide's Perception
Some Useful Books For The Block
3 Tourist Sites: Products
And Operations 1
Dance and. Music: The Khajuraho
The Business City: Bombay
Cuisines, Customs, Festivals and Fairs
Some Useful Books for This Block
Activities for This Block
4 Tourist Sites: Products
Adventure and Sports
Beach and Island Resorts : Kovalam and Lakshadweep
Hill Stations of India
Wild Life : Jim Corbett and -Gir National Parks 56
Some Useful Books for This Block
Activities for This Block
Sites: Products And Operations-3
Crafts and Folk Art
Books for This Block
Activities for This Book
6 Promotional Skills: Case
Festivals of India: A Cultural Construction
Palace on Wheels
7 Promotional Skills: Case Studies-2
PATA: A Study of Travel Mart
Marketing Overseas: Tourism Department,
Government of India
State Government Tourism Promotional Plans: A
Case Study of Maharashtra
8 Learning From Others
Highway Services: Haryana Tourism
The Heritage Hotels.
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