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									                          Evaluation Study in Selected Overseas Markets           Ministry of Tourism, Govt. of India




                                                              Report on
THE GALLUP ORGANIZATION


                              Evaluation Study in Selected
                                                Overseas Markets




                                                                          For
                                              Market Research Division
                                                      Ministry of Tourism
                                                     Government of India
                                                                     March 2007
     Evaluation Study in Selected Overseas Markets                         Ministry of Tourism, Govt. of India



                                             Table of Contents

Chapter No.                        Contents
1.                                 BACKGROUND                                                                    1
                 1.1               Tourism Outlook                                                               2
                         1.1.1     Tourism Outlook – Global                                                      2
                         1.1.2     Tourism Outlook – Asia                                                        4
                         1.1.3     Tourism Outlook – Forecast                                                    6
                         1.1.4     Indian Economy                                                                7
                         1.1.5     Tourism Outlook – India                                                       11

2.                                 STUDY OBJECTIVES                                                              14
                 2.1               Primary Objective                                                             15
                 2.2               Secondary Objectives                                                          16

3.                                 RESEARCH DESIGN                                                               17
                 3.1               Segments identified                                                           18
                 3.2               Segment definition                                                            20
                         3.2.1     Travelers Segment                                                             20
                         3.2.2     Trade Partners                                                                22
                         3.2.3     Directors of Tourism Office                                                   22
                 3.3               Methodology                                                                   23
                 3.4               Sample                                                                        24
                         3.4.1     Travelers Segment – Sample Split                                              25
                         3.4.2     Trade Partners Segment – Sample Split                                         26

4.                                 FINDINGS – TOURISM OFFICE EFFECTIVENESS                                       28
                 4.1               Executive Summary                                                             29
                 4.2               Detailed Findings – Tourism Office Effectiveness – Travelers                  30
                         4.2.1     Awareness of India Tourism Offices                                            30
                 4.3               Detailed Findings – Tourism Office Effectiveness – Trade Partners             32
                         4.3.1     Key marketing Challenges                                                      32
                         4.3.2     Trade Partners Not dealing with India                                         33
                         4.3.3     Disposition to deal with India in Future                                      34
                         4.3.4     Efforts required on part of the India tourism office                          35
                         4.3.5     Tourism Office Interaction                                                    36

5.                                 FINDINGS – TRAVEL BEHAVIOR                                                    40
                 5.1               Key terms used                                                                41
                 5.2               Executive Summary                                                             42
                 5.3               Detailed findings – Travel Behavior – Travelers                               45
                         5.3.1     Past Travel Behavior                                                          45
                         5.3.2     Future Travel Behavior                                                        47
                         5.3.3     Source of Destination awareness                                               50
                         5.3.4     India Travel – Future                                                         52
                         5.3.5     Recent Travel Experience                                                      59
                 5.4               Detailed Findings – Travel Behavior – Trade Partners                          66
                         5.4.1     Popularity of Destination                                                     66
                         5.4.2     Interest levels about India Destination                                       74
     Evaluation Study in Selected Overseas Markets                            Ministry of Tourism, Govt. of India



                         5.4.3     Profile of Travelers who travel to India                                         76
                         5.4.4     Aspects of India that attract travelers                                          77
                         5.4.5     Types of Holiday activities preferred in India                                   78
                         5.4.6     The most popular attractions in India                                            79
                         5.4.7     Knowledge levels about India                                                     80
                         5.4.8     Sufficiency of Information                                                       82
                         5.4.9     Experience vs. Expectations                                                      83

6.                                 FINDINGS – COMMUNICATION EFFECTIVENESS                                            84
                 6.1               Executive Summary                                                                 85
                 6.2               Detailed Findings – Communication Effectiveness - Travelers                       87
                         6.2.1     Advertising awareness levels – Spontaneous + Aided                                87
                         6.2.2     Awareness of India Advertising                                                    88
                         6.2.3     India Advertising Awareness Levels                                                89
                         6.2.4     Source of awareness of India advertising                                          90
                         6.2.5     Spontaneous elements recalled of India Advertising                                92
                         6.2.6     Aided Awareness – Recent Travelers                                                95
                         6.2.7     Disposition Distribution                                                          96
                         6.2.8     India Total Awareness vs. Disposition                                             97
                         6.2.9     Ad Impact – By intention to travel                                                99
                 6.3               Detailed Findings – Communication Effectiveness – Trade Partners                 104
                         6.3.1     Awareness of India advertising campaign                                          104

7.                                 FINDINGS – NTO INTERVIEWS                                                        106

8.                                 SUMMARY OF METHODOLOGY AND FINDINGS                                              116
                 8.1               Summary – Gallup Study Of Key Overseas Markets                                   117
                         8.1.1     Gallup Study - Methodology                                                       117
                         8.1.2     Gallup Study - Sample                                                            117
                 8.2               Gallup Study – Summary Of Findings                                               118
                                              – Trade Partners Segment                                              118
                         8.2.2                            -Perceived Challenges                                     120
                         8.2.3                            -India Tourism Offices                                    120
                                              – Regional Directors                                                  121
                         8.3.1                            -Structure Of India Tourism Offices                       121
                         8.3.2                            -Challenges in Marketing India                            121
                                              – Potential Travelers                                                 122
                         8.4.1                            -Outbound Travel                                          122
                         8.4.2                            -Image                                                    123
                         8.4.3                            -Communication                                            123
                                              – Recent Travelers                                                    124

9.                                 WAY FORWARD                                                                      125

                                   ANNEXURES                                                                        132
                                   NTO offices and representations abroad – Annexure 1                              133
                                   NTO staff (expressed in Full-Time Employees – FTEs) – Annexure 2                 134
                                   Thailand – Tourism Authority of Thailand (TAT) – Annexure 3                      135
Evaluation Study in Selected Overseas Markets       Ministry of Tourism, Govt. of India




           CHAPTER 1: BACKGROUND




                                                1
Evaluation Study in Selected Overseas Markets                          Ministry of Tourism, Govt. of India




1.1      TOURISM OUTLOOK


         1.1.1 Tourism Outlook – Global


          World Travel & Tourism generated about US$6,477.2 billion of
economic activity (Total Demand) in 2006. As per the estimates the rate of
growth in nominal terms, will take the total industry valuation to US$12,118.6
billion by 2016. Total Demand (or in other words, 100% of the world market
share in Travel and Tourism) is expected to grow by 4.2% per annum, in real
terms, between 2007 and 20161.


          Post the period of stagnation triggered by the events of September 11,
2001 coupled with slow growth of the global economy, conflicts in the Middle
East and sporadic terrorist attacks worldwide, International tourism has
rebounded strongly since 2004, both in terms of arrivals and of receipts.


         World Tourism demand like the global economy continues to exceed
expectations, showing resilience against extraneous factors. The estimated
842 million arrivals in the year 2006 represent an additional 36 million over
2005 level, making a new record for the industry. Of the additional 36 million,
17 million were for Europe, 12 million for Asia and the Pacific, 3 million for
Africa and for the Americas, respectively and nearly 2 million for the Middle
East.2


         Among the various regions, while Africa registered the highest annual
growth rate for international tourist arrivals in both 2006 and 2005 (above 8%),
it was followed closely by Asia and the Pacific – 7.7% in 2005 and 7.6% in
2006.




1
    World Travel and Tourism Council & Accenture: Travel And Tourism Economic Research in India
2
    UNWTO World Tourism Barometer: January 2007


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                                                 2             ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                 Ministry of Tourism, Govt. of India




         By sub-regions, South Asia registered the highest annual growth rate in
2006 (10.1%), followed by Sub-Saharan Africa (9.4%) and South East Asia
(9%). Europe and Middle East showed a growth rate of 4% in 2006. The
weakest region was America, whose estimated growth rate was 2% 3.


          In terms of the future forecast for the year 2007, Africa is forecast to
record the highest growth in the year 2007 at 9%, followed by Asia and the
Pacific at 8%. Americas (+2%), is set to continue growing below the world
average, in spite of good performance of the southern destinations3.




3
    UNWTO World Tourism Barometer: January 2007


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                                                 3    ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                       Ministry of Tourism, Govt. of India




1.1.2 Tourism Outlook – ASIA


         Asia continues to be the world economic powerhouse. According to the
United Nations, by 2020, four of the largest ten economies will be in Asia
(China, India, Japan and the Republic of Korea). Asia will also account for 12
of the 22 mega cities (urban centres with more than 10 million people) by the
same year4.


         An improved global economic performance, further uplifts of travel and
visa restrictions in the region, lower transportation costs, and favourable
exchange rates all contributed to the strong rebound in the region during the
year 2006.


         Of the 842 million arrivals in the world for the year 2006, 167.1 million
were for Asia. Within Asia, North-East Asia contributed about 94 million
arrivals. 53.8 million arrivals were for South-East Asia. Oceania and South
Asia together accounted for about 19.3 million arrivals5.


         Asia and the Pacific was able to maintain its extraordinary growth
level (+7.6%, compared to last year), both due to the recovery of Thailand and
the Maldives from the impact of the December 2004 tsunami, as well as
remarkable performances from emerging destinations in the region.
International tourist arrivals in South Asia grew by 10%, boosted by India,
the destination responsible for half the arrivals to the sub-region6.


         There was increased competition among airlines in pricing as steps
were taken by various government authorities worldwide to ease protection on
their own national carriers. This resulted in lower airfares on some routes,
despite a possible pass-through due to the hikes in oil prices.


4
  Mega Trends of Tourism in Asia Pacific: June 2006 (Report by UNWTO)
5
  UNWTO World Tourism Barometer: January 2007
6
  WTO: Newsroom release, taken from -
http://www.unwto.org/newsroom/Releases/2007/january/recordyear.htm


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                                                 4          ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                          Ministry of Tourism, Govt. of India



         The rise of the low-cost airlines offering not only lower prices but also
lesser restrictions with respect to length of stay or weekend stopover, thus
putting air travel within reach of groups of travelers with more limited budgets
but a healthy desire for travel, also triggered tourism in the region.


         Further relaxation of immigration regulations and cultural integration in
the region favored intra-regional tourism, with generally lower spending levels
due to shorter stays. Together with some price cutting strategies adopted by
countries and corporations in the region, intraregional traffic recovered quicker
than long-haul traffic, from the 2004 tsunami.

                                                                                             7
         Though still the smallest of WTO’s tourism regions, South Asia                          has
been recording consistently strong growth over the past four decades due to
the growing number of new destinations on offer in the region, and the
expansion of the tourism product developed in the main countries of the
region. These developments have served to attract in particular the long-haul
interregional tourist.




7
 WTO Tourism 2020 Vision – Countries part of South Asia: Afghanistan, Bangladesh, Bhutan, India,
Iran, Maldives, Nepal, Pakistan & Sri-Lanka.


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                                                 5            ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                           Ministry of Tourism, Govt. of India




1.1.3 Tourism Outlook – FORECAST


       The Tourism 20208 Vision forecasts show that international tourist
arrivals are expected to reach over 1.56 billion by the year 2020. This
demonstrates an annual growth rate of 4.1 per cent over the period 1995-
2020. Long-haul (interregional) travel worldwide will grow faster than
intraregional travel. In 1995, long-haul travel accounted for 18 per cent of all
international trips; by 2020 this is expected to increase to 24 per cent.


         The 22 destinations9 of the Indian Ocean country grouping are forecast
to receive 179 million international tourist arrivals in the year 2020, thus
recording an annual growth rate of 6.3 per cent over the period 1995-2020.
Consequently, the Indian Ocean region is gaining market share of worldwide
tourist arrivals and by 2020 one-in-every-nine (or around 11 per cent) of
tourist arrivals will be to an Indian Ocean country. Thailand will become the
leading Indian Ocean destination with a forecast of 36.9 million arrivals in
2020, an average annual growth between 1995 and 2020 of 6.9 per cent.
South Africa will occupy the second place, third place will be occupied by
Indonesia, Malaysia at number four; fifth and sixth positions will be held by
Australia and Singapore respectively. India will be the seventh largest Indian
Ocean country in terms of arrivals.
         The prospects for the Tourism sector at a global level are very
optimistic on account of the following factors:
         The worldwide economic growth is fueling the old source markets of
         North America and Europe and simultaneously creating new source
         markets of Asia.
         Travel & tourism has rebounded post the terror incidences and threats
         to airlines. Consumer confidence is up again and not dampened
         anymore by these events.


8
 WTO Tourism 2020 Vision, Volume 6: South Asia
9
 WTO Tourism 2020: Classifies the 22 destinations as Australia, Bangladesh, Comoros, India,
Indonesia, Kenya, Madagascar, Malaysia, Maldives, Mauritius, Mozambique, Myanmar, Oman,
Pakistan, Reunion, Seychelles, Singapore, Somalia, South-Africa, Sri-Lanka, Tanzania, Thailand and
Yemen


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                                                 6              ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                          Ministry of Tourism, Govt. of India




1.1.4 INDIAN ECONOMY


         India’s recent and current economic growth is all the more impressive
given that, for most of the last 50 years, it struggled to increase its GDP faster
than population. Goldman Sachs report, Dreaming with BRICs: The path to
2050, predicts that India will become 3rd largest economy of the world by
2035, behind US and China.


         As per advanced estimates released by the Central Statistical
Organization, real GDP is expected to grow by 9.2 % during 2006-07. This
would be the second consecutive year of high growth as real GDP was
estimated to have grown by 9% during 2005-06.


         The nominal GDP stands at Rs. 35,315 billion, or U.S $ 797 billion. The
industrial growth as reflected in the month of September 2006 up by 11.4%,
the infrastructure index up by 9.9%, business confidence picking up again,
and strong sectoral trends reflected in autos, cement and telecom all
prognosticate encouraging story10.


         From 2007 to 2020, India’s GDP per capita in US$ terms will
quadruple. Indians will also consume 5 times more cars and 3 times more
crude oil. 11


         Economic engines firing all cylinders have domino effect on ancillary
industries like - Infrastructure and Air Connectivity (Aviation), which in turn,
impact Tourism Industry.




10
   India Macroscope – Travel and Tourism in India: Unlocking its potential as an engine for growth,
  Citigroup, November 2006
11
   Goldman Sachs: Global Economics Paper No: 152, India's rising Growth Potential, January 2007


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                                                 7             ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                          Ministry of Tourism, Govt. of India



         INFRASTRUCTURE


         An efficient infrastructure is a prerequisite for sustained economic
development. Going by the current estimates, the overall Infrastructure
Industry in India has been pegged at $ 20 billion. Rub-off effect of upswing in
the Economy at a macro-level is also felt in this industry. The industry has
been witnessing a growth of 24% per annum. Roads, Power, and water
account for 50% of the Infrastructure investments and have been witnessing
robust growth12.


         Roads
         India has one of the largest highways and road networks in the world,
second only to that of USA. The total length of the road exceeds 3.5 million
kilometers13. The Golden Quadrilateral Highway project aims to connect 4
largest cities: Delhi in the North, with Kolkata in the East, Chennai in the
South and Mumbai in the West. Along the way it runs through 13 other states
and 17 other cities (with a population of million or more inhabitants) and is
expected to be fully functional by 200714.


         Power
         Steps have been taken to improve the Power and Electricity situation in
the country. Out of the 80,000 villages which were yet to be electrified at the
time of making the 10th Five year plan, it was proposed to electrify 62,000
villages through Grid Supply and the remaining 18000 villages through the
use of decentralized non-conventional sources of energy, by 2011-12 15.




12
   India Infrastructure: ENAM India Research, December 2006
13
   Total Tourism India: An analysis of the Worlds’ fastest growing market, Pacific Asia Travel
Association 2006
14
   Goldman Sachs: Global Economics Paper No: 152, India's rising Growth Potential, January 2007
15
   10th Five year plan (2002-2007)


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                                                 8             ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                              Ministry of Tourism, Govt. of India



Water
         The 10th Five Year Plan was declared as the ‘Water Plan’ for focused
attention on the integrated development of water resources in the country.
Some state governments have made changes in existing irrigation acts to
motivate participation of beneficiaries in construction, operation and
maintenance.


         The overall growth in the Infrastructure Industry is encouraging for
Tourism as this shall aid in providing improved connectivity and better
‘destination’ experience to the incoming travelers.


         AVIATION


         Civil Aviation forms a very important infrastructure in boosting trade
and commerce as well as in enhancing overall international competitiveness.
In value terms nearly 30% of India's foreign trade is handled by the airports16.
Revolutionized by liberalization, the aviation sector in India has been marked
by fast-paced change in the past few years.


         There are two broad components to the Civil Aviation Industry, the
Airports and the Airline Companies.


         India has witnessed growth in both these components of Aviation
industry.


         The Indian Government has indicated its plans to complete the
development of 35 non-metro airports by 2009 and to involve the private
sector for the development of city side facilities at these airports17.


         One of the recent developments in the Aviation history, at a global level
has been successful operations of low-cost airlines. Be it in the U.S, Europe,

16
   AeroIndia 2007: Business Opportunities, Civil Aviation Sector, from -
http://www.aeroindia.in/htm/bu-opp.htm
17
   Business Line, October 21st, 2006


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                                                 9               ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                         Ministry of Tourism, Govt. of India



Australia or South-East Asia, the low cost model has expanded in the market,
and gained significant share. India is no exception to the rule. With the entry
of LCCs (Low-Cost Carriers) like SpiceJet, GoAir, Air Deccan, the Industry
has undergone massive change. From being a service that few could afford,
the sector has now graduated to being a fiercely competitive industry with the
presence of a number of private and public airlines and several consumer-
oriented offerings.


         Comparing India’s Aviation Industry to that of China, India has 15
million seats (as on September 2006) as compared to 140 million in China
being serviced by about 200+ aircrafts as against 800 in China. The middle
class—a major market for LCCs—in India is about 300 million strong and 400
million in China, yet India has recorded an annual growth of 25% against
China’s 17% in terms of trips per capita, in the last year. At 0.01 trips per
capita, India is said to rank between Ethiopia and Nigeria, countries with a
much lower per capita GDP. Malaysia, with a population of 28 million, has the
same number of air passengers. India’s 200 aircrafts may be compared with
US-based LCC Southwest Airlines that alone has 417 aircrafts18.


         There exist a strong potential for India to become world’s leading LCC
Market; it already counts half a dozen airlines based on the low-cost model,
and on an average 40% of the passengers are first-time airline travelers. The
Sydney-based Centre for Asia Pacific Aviation (CAPA) predicts that the LCC’s
market share in India will reach 70% by 2010, making it the Worlds’ leading
LCC market in terms of total market penetration19.


         The figures clearly forecast India’s civil aviation industry to grow
exponentially in the years to come. Newer routes shall be opened, and
destination shall become more ‘reachable’, these endeavors, at an overall
level will forebear a positive impact on Tourism.



18
 The Financial Express (Edits and Columns), Indian Aviation: Gaining Tailwind, September 2006
19
 Total Tourism India: An analysis of the Worlds’ fastest growing market, Pacific Asia Travel
Association 2006


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                                                  10          ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                               Ministry of Tourism, Govt. of India




1.1.5 Tourism Outlook – India
         Given the Global Tourism perspective, buoyancy in the Indian
Economy and growth in the related ancillary industries like Infrastructure and
Aviation, the Tourism Industry is expected to be on an upswing in India.
Foreign Tourist arrivals to India have been showing an increasing trend, it
being estimated at 4.43 million in 2006, up 13% from 2005 (3.92 million).
Taking into account the fact that these figures exclude the NRIs visiting India,
the total number of international tourist arrivals in 2006 is estimated to be over
7 million20.


         India’s outbound travel is twice the volume of inbound, and destinations
in the Asia-Pacific region are expected to receive continuous growth in tourist
arrivals from India. In terms of the growing travel and tourism economy and
the real growth rate of travel market, India is the number one country in Asia-
Pacific region 21


         The Travel & Tourism Industry in India is expected to grow and
generate US $ 128 billion by 2016. The Total Demand is expected to grow by
8% per annum, in real terms, between 2007 and 2016. In the year 2006, India
represented 0.8 % of the world market share22.


         India’s rich cultural and geographic diversity provides the basis of a
wide range of tourist products and experiences, which include among others -
leisure, culture, adventure, spirituality, eco-tourism and wellness & health.
Apart from acknowledging the traditionally recognized advantages of
developing tourism for promotion of people to people understanding, earning
of the foreign exchange, vast employment generation, it can play a major role
in furthering the socio-economic objectives of the nation.



20
   This figure has been arrived at by taking into account the figures estimated for foreign tourist and
NRIs visiting India as obtained from the International Passenger survey 2003 of Ministry of tourism
21
   Mega Trends of Tourism in Asia Pacific: June 2006 (Report by UNWTO)
22
   World Travel and Tourism Council & Accenture: Travel And Tourism Economic Research in India
(2006)


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                                                   11              ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                             Ministry of Tourism, Govt. of India



           Tourism and Employment


           The travel and tourism sector creates more jobs per million rupees of
investment than any other sector of the economy and is capable of providing
employment to a wide spectrum of job seekers from the unskilled to the
specialized, even in the remote parts of the country23.


           Tourism employs around 8% of total workforce. The most significant
contribution of the tourism is the creation of employment in rural areas by
stimulating local art, handicrafts and folklore.


           India Tourism – Global Recognition


           The last few years have been highly successful for India Tourism. The
‘Incredible India’ campaign has enabled the destination to penetrate global
market and reach the ultimate consumer through electronic, print and internet
media.


           On account of the spurt that India has witnessed in tourist arrivals in
the recent times and given the unique and immense potential the country has
as a ‘vacation destination’, The World Travel and Tourism Council has
identified India as one of the foremost tourism growth centers in the world, in
the coming decade.


           Integrated endeavors of the Ministry of Tourism, Government of India
have led to India winning the following international acclaims:-
               Conde Nast Traveller, the worlds’ leading travel and tourism journal
               has     ranked      India    amongst      the   top    4     preferred        holiday
               destinations of the world
               India amongst the top 5 favorite destinations – Lonely Planet in a
               survey of 167 countries
               ABTA (Association of British Travel Agency) has ranked India as
               No. 1 amongst top 50 places for 2006

23
     10th Five year plan (2002-2007)


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                                                  12            ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                    Ministry of Tourism, Govt. of India



             The Incredible India campaign has been the winner of PATA Gold
             Award for best Print Ad Campaign and PATA Gold Award for Best
             Destination Marketing Campaign
             The Incredible India Campaign has been ranked as the ‘Highest
             Recall Advertisement worldwide by Travel and Leisure
             World Travel Awards received for a) Asia’s Leading Destination b)
             World’s leading Travel Destination Television Commercial c)
             Worlds’ Leading Responsible Tourism Project, for Endogenous
             Tourism Project           and d) Asia's leading tourism and convention
             bureau


         Increasingly, Tourism as a sector seems to be emerging to be one of
the main driving engines of the Indian Economy.




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                                                  13     ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                    Ministry of Tourism, Govt. of India




       CHAPTER 2: STUDY OBJECTIVES




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                                                  14     ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                   Ministry of Tourism, Govt. of India




2.1 Primary Objective




           Given the background, the marketing objective was identified as under:


           “Objectively assess the impact of the overseas campaign and study
end-result in terms of knowledge levels, expectations, aspirations of India in
key source markets. This understanding was expected to be used to fine-
tune the current campaign and designing of future campaigns in the relevant
overseas source markets.”24


           This further translated into the following being the primary objectives of
research:
           Objectively assess the salience and effectiveness of the integrated
communication effort undertaken by the Ministry of Tourism, Govt. of India, by
source of awareness viz.
           Levels of the various overseas marketing activities carried out by the
           Ministry of Tourism, Govt. of India.
           Through different medias – TV, Radio, Posters, Print; Press and Media
           relations; Customer Information services; Consumer fairs and
           Exhibitions, Trade events, Festivals, Hallmark events and Website, and
           various other channels of communication as applicable, amongst
           various target segments.




24
     TOR

                                                15      ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                  Ministry of Tourism, Govt. of India




2.2 Secondary Objective




    Secondary objectives which were also identified to corroborate the primary
objectives are as follows:
    •    To obtain an assessment of the support provided by India NTO (to
         business partners) in furthering their business.
    •    To obtain a broad overview of the outbound travel patterns (past and
         future) amongst the general population in the key target markets.
    •    To determine the preference for India, as a destination amongst
         potential target.
    •    To ascertain the current perception of India and evaluation of India as a
         destination vis-à-vis select competing destinations on key Image
         metrics.
    •    To ascertain the expectations of India, as a travel destination and the
         activities they would like to indulge, when traveling to India.
    •    To obtain an evaluation of India as a travel destination, amongst those
         who have visited India in the recent past
    •    To ascertain the expected role to be played by India Tourism overseas
         offices, by the intending Asia Vacation travelers.




                                                16     ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                Ministry of Tourism, Govt. of India




        CHAPTER 3: RESEARCH DESIGN




                                                17   ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                Ministry of Tourism, Govt. of India




3.1 Segments Identified


         Given the research objectives and the information areas to be probed,
it was imperative that the target respondents needed to be defined with care.
A focus simply on general population will not provide detailed and robust
analysis; an intention to travel in the near future would be an important
criterion. Thus, the general population was split into those intending to travel
and those not intending to travel. Among those intending to travel the sample
was further segmented into – those intending to travel to India and those not
intending to travel to India, but to other Asian destinations.


         It was also appreciated, that to understand the efficacy of the
marketing campaign, it was important to capture and comprehend two
perspectives, one from the point of view of the travelers, and the other from
the point of view of channel partner or the Travel Agencies (also referred to as
the Trade Partners), who are a strong link between the destination and the
potential travelers.


         The feedback from the Directors of the Tourism offices based out of
different countries was also included, as it was felt necessary to capture the
opinions of the India Tourism Offices. For this qualitative research
methodology was employed. The Directors were spoken to and their inputs
studied.




                                                18   ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                           Ministry of Tourism, Govt. of India




Thus the segments studied were:-


•   GENERAL POPULATION
                                •   Intending travelers
                                         •      Intending to travel to India
                                         •      Intending to travel to other Asian
                                                destinations, but not India
                                •   Non travelers
                                •   Returning travelers
•   TRADE PARTNERS SEGMENT
                                •   Small
                                •   Medium
                                •   Large
•   DIRECTORS OF THE INDIA TOURISM OFFICES


Further explanation of the segments has been provided below.




                                                    19          ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                 Ministry of Tourism, Govt. of India




3.2 Segment definition




    3.2.1 Travelers Segment


    Four layers were covered within the Travelers segment. These four layers
are as mentioned below –


    a) General Population - defined as population falling within the age
         group of 20-75 years, irrespective of gender. The occupation as
         defined was either working, or taking care of the home (home
         manager), or retired from professional career or pursuing education.




    b) Potential Asia vacation Traveler (Intending to Travel to Asia in the
         next 2 years on vacation BUT NOT to India) - defined as the general
         population who intend traveling to any of the Asian destinations in the
         next two years for vacation purposes but with India not in the
         consideration set.


    c) Potential India vacation Traveler (Intending to Travel to India in the
         next 2 years on Vacation) as the name suggests these are all the
         general population travelers who intend traveling to India in the next
         two years for vacation purposes.


    d) Recent Travelers - Finally, keeping in mind the limited rate of
          incidence of travel to India amongst the general public in each source
          market, we covered the ‘Traveled to India’ segment in India itself.
          These respondents were intercepted at Airports when they were
          returning from their India vacation. This segment is referred to as the
          RECENT TRAVELERS Segment. Here we did not sample by
          countries, but quotas were applied for visitors from Europe, Americas
          and Middle East.

                                                20    ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                                   Ministry of Tourism, Govt. of India




    Fig 3.2.1a elaborates in detail on the sampling framework and the target
segments appearance in the universe.

 General
 Population
                                                                                 Asia Travelers

                           Potential Asia Vacation
                          Travelers, But not to India
                             (Travelers Segment)
                         Intending to travel to Asia, but not
                           to India in the next 2 years on
                                       vacation

                                                                Recent travelers
                                Potential India                     to India
                              Vacation Travelers
                             (Travelers Segment)                •Departing vacation
                                                                travelers from India
                            • Intending to travel to India
                               in the next 2 years on
                                      vacation




                                        Fig 3.2.1a




                                                        21             ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                  Ministry of Tourism, Govt. of India




         3.2.2 Trade Partners


         In order to understand, in totality, the travel behavior, the disposition
towards the communication campaigns, and the effectiveness of the Tourism
Office, the Trade Partners (Travel Agencies from the source markets) were
also included in the Study. Further profiling of the Trade partners was done on
variables like size of operations, tenure in business, dealing with Asian
destinations but not India, dealing with India etc, and the data was analyzed
by these profiles.


         3.2.3 Directors of Tourism Office


         As mentioned earlier, these interviews were done through ‘qualitative’
technique, wherein in-depth telephonic interviews were conducted using a
structured discussion guide, which allowed flexibility basis the response of the
respondents.




                                                22     ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                                 Ministry of Tourism, Govt. of India




3.3 Methodology




         Two techniques of data collection were used in this research.
              1. Computer-Aided Telephonic Interviews (CATI)
              2. ‘Pen & Paper’ - the interviews were done by the professional
                   interviewers who went and visited the respondent in–person to
                   gather his / her feedback.
         There were certain source markets which did not permit the use of
CATI and there were some markets which did not permit the use of ‘In-
person’, therefore, for those source markets only one methodology was
resorted to. Further explanation about the methodology and the way they
apply to various segments has been given below:


    TRAVELERS                     RECENT                TRADE PARTNERS                DIRECTORS OF
                                TRAVELERS                                          TOURISM OFFICES
A mix of in-person         All the interviews           Similar to the             In-depth Telephonic
interviews (wherever       done for this                Travelers, a mix of        interviews using
the markets                segment were done            ‘in-person’ as well as     structured discussion
permitted) and             in India, at the             telephonic                 guide
telephonic                 airports; therefore the      interviewing was
interviewing was           interviews were only         used in case of the
used as mechanism          done through the ‘in-        Trade partners.
to do the ‘data-           person’ route. The           However the ‘in-
collection’                interviews were done         person’ route was
                           when the passengers          used only for the
                           were waiting at the          source markets
                           lounge before the            where it was possible
                           boarding of the              to do ‘in-person’
                           aircraft.                    interviews




                                                   23                ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India




3.4 Sample




         In all, the data collection was done across 13 countries, and 20
locations. This holds true for the Travelers segment as well as the Trade
partners segment. As has been mentioned earlier, for the Recent Travelers
segment the interviews were done at the Indian airports itself. The data
collection was done at the following international airports – Mumbai Airport,
Delhi Airport, Bangalore Airport, Hyderabad Airport and Chennai Airport.


         In all, a total of 8295 Travelers, 602 Trade Partners were met across
these 13 countries and 20 locations and 518 Recent Travelers were met at
the Indian airports. The data collection was done during the two month period
of October-November 2006.


COUNTRIES                                LOCATIONS                       METHODOLOGY
AUSTRALIA                                Sydney, Melbourne               In-person and
                                                                         CATI
JAPAN                                    Tokyo                           CATI only
SOUTH KOREA                              Seoul                           In-person and
                                                                         CATI
MIDDLE EAST                              Abu-Dhabi, Dubai                In-Person only
GERMANY                                  Frankfurt, Berlin               CATI only
FRANCE                                   Paris                           CATI only
ITALY                                    Milan                           CATI only
SPAIN                                    Madrid, Barcelona               CATI only
NETHERLANDS                              Amsterdam                       CATI only
SWEDEN                                   Stockholm                       CATI only
UNITED KINGDOM                           London                          CATI only
CANADA                                   Toronto, Vancouver              CATI only
UNITED STATES OF                         New York, Chicago, Los          CATI only
AMERICA                                  Angeles


                                                 24          ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                                  Ministry of Tourism, Govt. of India




         The entire field work for all the segments were done during October –
November 2006. Table 3.4.1a, gives the break up of the sample for the
Travelers segment (including the Recent Travelers), and tables 3.4.2a and
3.4d give the break up for the Trade segment.


         3.4.1 TRAVELERS SEGMENT – SAMPLE SPLIT


                                                  Potential Asia           Potential India
   Data Collection           Random                                                                     Recent
                                                Vacation Travelers              Vacation
      Locations*             Contacts                                                                  Travelers
                                                  BUT not India                 Travelers
        Sydney                 507                     101                         64
      Melbourne                520                     101                         63
AUSTRALIA                    1027         202                             127                     24
         Tokyo                 400                        64                       39
JAPAN                        400          64                              39                      24
         Seoul                 400                        90                       15
SOUTH KOREA                  400           90                             15                      12
      Abu-Dhabi*               250                      95                         70                     9
        Dubai*                 353                     102                         66                     6
MIDDLE EAST                  603           197                            136                     15
       Frankfurt               381                        63                       40
         Berlin                422                        60                       33
GERMANY                      803          123                             73                      30
         Paris                 378                        77                       49
FRANCE                       378          77                              49                      35
         Milan                 386                        72                       46
ITALY                        386          72                              46                      17
        Madrid                 526                        46                       61
      Barcelona                521                        46                       60
SPAIN                        1047         92                              121                     10
     Amsterdam                 396                        83                       42
NETHERLANDS                  396          83                              42                      16
      Stockholm                403                        70                       82
SWEDEN                       403          70                              82                      --
        London                 401                        94                       39
UNITED KINGDOM               401          94                              39                      145
        Toronto                401                        73                       39
      Vancouver                401                        77                       40
CANADA                       802          150                             79                      35
       New York                400                        70                       36
       Chicago                 420                        65                       35
    Los Angeles                429                        70                       41
USA                          1249         205                             112                     140
Total                        8295         1519                            960                     518

                                                     Fig 3.4.1a




                                                     25              ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                            Ministry of Tourism, Govt. of India




         Further as has been mentioned earlier there were specific quotas with
respect to the Travelers who intend traveling outbound to ASIA but not INDIA
for vacation in the next two years, and also travelers who intend traveling to
INDIA for vacation in the next two years. These segments were referred to as
Potential Asia Travelers (PAT) and Potential India Travelers (PlT), and the
sample size achieved for each of these segments has been given in Table
3.4.1a.


         3.4.2 TRADE PARTNERS SEGMENT – SAMPLE SPLIT


    DATA COLLECTION                      TRADE PARTNERS                  TRADE PARTNERS
         LOCATIONS                              (Telephonic)                   (In-Person)
            Sydney                                  20                              19
          Melbourne                                 25                               9
AUSTRALIA                           45                              28
             Tokyo                                  28                               --
JAPAN                               28                              --
             Seoul                                  25                               9
S KOREA                             25                              9
          Abu-Dhabi*                                 --                             34
            Dubai*                                   --                             34
MIDDLE EAST                         --                              68
           Frankfurt                                28                               --
             Berlin                                 29                               --
GERMANY                             57                              --
             Paris                                  29                               --
FRANCE                              29                              --
             Milan                                  28                               --
ITALY                               28                              --

                                                  Fig 3.4.2a




                                                    26         ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                               Ministry of Tourism, Govt. of India



         As Table 3.4.2a and Table 3.4.2b elaborate, both CATI and In-person
methodologies were used for the Trade Partners segment as well. Which ever
source markets permitted the use of the two methodologies, a combination
was used.


TRADE PARTNERS SEGMENT – SAMPLE SPLIT (2)


    DATA COLLECTION                      TRADE PARTNERS                     TRADE PARTNERS
         LOCATIONS                              (Telephonic)                      (In-Person)
            Madrid                                  28                                  --
          Barcelona                                 29                                  --
SPAIN                               57                                 --
         Amsterdam                                  28                                  --
NETHERLANDS                         28                                 --
          Stockholm                                 28                                  --
SWEDEN                              28                                 --
            London                                  29                                  --
UNITED KINGDOM                      29                                 --
            Toronto                                 28                                  --
          Vancouver                                 28                                  --
CANADA                              56                                 --
           New York                                 29                                  --
           Chicago                                  29                                  --
         Los Angeles                                29                                  --
USA                                 87                                 --
Total                                               497                               105
                                                                  602

                                                     Fig 3.4.2b




                                                    27            ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                Ministry of Tourism, Govt. of India




                                  CHAPTER 4:
                                    FINDINGS –
TOURISM OFFICE EFFECTIVENESS




                                                28   ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                 Ministry of Tourism, Govt. of India




4.1 EXECUTIVE SUMMARY


         Although the role of tourism offices is not designed for direct interaction
with potential travelers, the current awareness levels of India Tourism offices
in the travelers segment offers scope for improvement. The travelers, who are
aware of India tourism office, have learnt about them from Travel Agents
(Trade partners), Internet and friends, relatives or acquaintances.


         The trade partners have highlighted some challenges that they face
while marketing India as a tourist destination and many of these issues are
destination related challenges (like hygiene, safety issues and destination
products), but they are also voicing lack of marketing and promotional support
from the Tourism offices, which if worked upon will help in driving India as a
tourist destination.


         A deeper look at the data reveals that the relationship between Trade
partners and the Tourism office of India needs further reinforcement. The
trade partners seek support from the Tourism offices in terms of promotional
materials and communication for the potential travelers. This further is a
reaffirmation of the belief amongst Trade partners that the travelers from their
regions do not have adequate knowledge about India as a tourist destination.
An interesting trend noticed amongst the large Operators is that their
interaction with Tourism offices is limited. When compared against the
competing destinations the interaction with the India tourism office is better.


          The trade partners, who do not deal with India currently, are not
considering dealing with India as a tourism destination in future. The main
challenge for these operators, moreso in Americas and Europe, is that India
(and Asia) is not in the immediate consideration set for travelers in their
markets.




                                                29    ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India




4.2 DETAILED FINDINGS – TOURISM OFFICE EFFECTIVENESS –
TRAVELERS SEGMENT




         4.2.1 Awareness of India Tourism Offices


         The travelers’ awareness levels of Tourism offices are fairly low, and
this is true of across most source markets and relatively higher for Recent
Travelers (Fig 4.2.1a). The source of awareness amongst those who are
aware is largely driven by their contact of Travel Agent, or by the use of
internet (Fig 4.2.1b).




                                                Fig 4.2.1a




                                                30           ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India



         Source of awareness of India Tourism Offices


         Prime source of awareness about the India tourism offices are - ‘travel
agents’, ‘word of mouth’ and ‘internet’.




                                                Fig 4.2.1b




                                                   31        ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India




4.3 DETAILED FINDINGS – TOURISM OFFICE EFFECTIVENESS – TRADE
PARTNERS


         4.3.1 Key marketing challenges –Trade Partners Segment


         The key challenges in marketing India as a destination, as voiced by
the Trade partners are given in Fig 4.3.1a. Although the top two challenges
seem to be pertaining to the Cleanliness / Hygiene and Safety / Security
(Destination issues), the trade partners also make a mention of Lack of
promotional support from the tourism office to help them market India as a
tourist destination.




                                                Fig 4.3.1a




                                                   32        ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India




         4.3.2 Trade Partners not dealing with India


         Trade Partners who are not dealing with India were specifically asked -
why they do not deal with India.


         The prime reason mentioned by the trade partners is that they have
‘specialized’ in a certain set of destinations. So as the business is getting
niche, it seems the trade partners are focusing their efforts in developing key
destinations. Lack of promotional support comes across as another reason for
the trade partners to not deal with India (Fig 4.3.2a)


         The Trade partners mention more promotional support and
communication for the potential travelers, which will help in building interest
as a destination and create the desired ‘pull’, as the help that they need from
the India tourism office, to further their dealings with India as a tourist
destination.




                                                Fig 4.3.2a




                                                 33          ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India




         4.3.3 Disposition to deal with India in future – Trade Partners
         Segment


         The future disposition amongst the trade partners to deal with India is
also not so positive, expectedly in Long haul markets (Americas and Europe)
keeping in mind the consideration set of travelers in these markets.. More so
with respect to the medium and large sized trade partners (Fig 4.3.3a); where
the dependence or interaction with Tourism offices is low.




                                                Fig 4.3.3a




                                                34           ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India



         4.3.4 Efforts required on part of India Tourism Office –Trade
         Partners Segment


         Trade partners mention - promotional material and campaigns as the
top most effort required on part of the tourism office to help them market India
as a tourism destination. There are also mentions of increase in overall
marketing support, and product offerings (Fig 4.3.4a).




                                                Fig 4.3.4a




                                                 35          ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India




         4.3.5 Tourism office interaction


         Only a third of Trade partners met said they were interacting with the
respective tourism offices. The level of interaction reduces as the scale of
operations of the trade partners’ increase (Fig 4.3.5a). This poses challenges
in long haul markets, wherein preferences for destinations like India (which
are not in the immediate consideration set) would require active involvement
of large operators.


Interacted or received support from Asian tourism offices or their local
counterparts – Trade Partners Segment




                                                Fig 4.3.5a




                                                   36        ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                         Ministry of Tourism, Govt. of India




Asian destinations tourism offices interacted with – Trade Partners
Segment


         Incidence of interaction with India NTO office is higher than that of
other Asian destinations (Fig 4.3.5b). Though at an absolute level this
incidence is weak across markets.




                                                 Fig 4.3.5b




                                                37            ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India



         Support received from Asian Destinations – Overall Trade
         Partners Segment


         Promotional materials and campaigns, new product offerings and other
marketing support are key areas of interaction with the Asian NTOs, including
India (Fig 4.3.5c).




                                                Fig 4.3.5c




                                                38           ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                   Ministry of Tourism, Govt. of India



         Evaluation of role of Asian Tourism office – Overall Trade Partners
         Segment


         Role of India tourism office is important in their dealing with India as a
destination, with a third mentioning the role to be significant in their dealing
with India as a destination. (Fig 4.3.5d).




                                           Fig 4.3.5d




The response from the trade partners was sought on a five point significance
scale, wherein %5 was, ‘extremely significant’, and %1 was ‘not at all
significant’.




                                                   39   ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                Ministry of Tourism, Govt. of India




                   CHAPTER 5: FINDINGS –
                        TRAVEL BEHAVIOUR




                                                40   ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                          Ministry of Tourism, Govt. of India




5.1 Key Terms Used


         The various terms and nomenclatures that have been used in the
tables, charts and graphs are explained as follows:


N                       –   Signifies the number of respondents who have responded
                            to the question.


%                    –      Indicates the percentage of responses on the responding
                            base.


()                      –   Figures in () represent all respondents who have
                            mentioned at least one European destination with respect
                            to past travel or future intent.


‘Spo’                   –   The figures given under this heading indicate the
                            response was ‘Spontaneous’, which means for that
                            diagnostic, the respondent was not aided, and the
                            response is his top-of-mind response.


PAT (Potential Asia Vacation Travelers)
                    –       All respondents who have stated their intention to travel
                            outbound to Asia but not India are referred to as Potential
                            Asia Vacation Travelers.


PIT (Potential India Vacation Travelers)


                    –       All respondents who have stated their intention to travel
                            outbound to India are referred to as Potential India
                            Vacation Travelers.




                                                41             ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                Ministry of Tourism, Govt. of India




5.2      EXECUTIVE SUMMARY


         Looking at the data across the Traveler Segments (including the
Recent Travelers) and the Trade Partners, certain key points are observed
with respect to the travel behavior, namely -


         With respect to Past travel behavior, source markets like Australia
(51%) and UK (46%) have highest incidence of travel. Travel to Asia is higher
in Japan, Korea, Dubai and Abu Dhabi markets. In terms of the preference for
India as a tourist destination, Middle East comes across as a market which
has strongly favored India (25%), as compared to the other destinations,
where outbound travel to India stands around 3-5%.


         With respect to Future intention to travel outbound, on vacation, in
the next two years, at an overall level and across destinations is high (on an
average 50%). For Asian destinations (intention to travel outbound to Asian
destinations) spontaneous mentions are lower, however at aided levels
mentions of Asian destinations rise significantly. This could imply that the
travel intention to Asian destinations in the next two years is latent. In the
order of choice of destinations within Asian region, India is at the fourth
position. Within the set of source markets in which survey was done, Middle
East shows high future preference in terms of intention to travel to India (19%)


         Potential Asia Travelers (Travelers intending traveling to Asia but NOT
India in the next two years), mention Thailand & Mainland China as key
destinations of consideration.


         The (perceived) popularity of destination was another diagnostic
captured from the Trade Partners segment. Here, Thailand gets mentioned
as the number one destination - the most popular amongst the travelers – as
seen by the trade. India is mentioned as the fifth destination in terms of
popularity.



                                                42   ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                  Ministry of Tourism, Govt. of India




         An area of concern is the mention of ‘Thailand’ as the most popular
destination even amongst Trade Partners who deal with India. It is amongst
the trade partners who are relatively newer in the business (tenure: 1- 5
years), with mid-sized operations (handling about 100-500 travelers), that
India finds mention as the most popular destination.


         On destinations that have shown increase in popularity in the last two
years, the trade mention - Thailand, India and Mainland China. Destinations
like Indonesia (terrorism); Middle East (political conflict) and Africa
(debilitating socio-economic structure) are seen as declining in popularity in
the last two years.


         As per the Trade Partners, travelers’ Interest levels in India as a tourist
destination have gone up from the past; with an overwhelming 58% of the
trade partners mentioning so; with a third mentioning it has remained the
same as in the past. Trade in Middle East, UK and South Korea have been
emphatic in stating that interest levels in India have increased. The ‘level has
increased’ mentions are much lower in North America and other European
markets such as – Netherlands and Spain.


         It is the newer operators (tenure less than 5 years in business) and
also the smaller operators who are positively disposed to India as a tourist
destination.


         In the case of Recent travelers, the overall experience has been
extremely positive. A high percentage of these visitors are intending to come
back and recommend India to their friends and family. We need to see how
we can leverage this brand goodwill in the source markets. This point gains
further significance as ‘word of mouth’ is mentioned as the prime source of
information on vacation destinations, by intending travelers.




                                                43     ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                  Ministry of Tourism, Govt. of India




         The key attractions for the Recent Travelers has been ‘Warm and
friendly people’ (50%), Cultural Diversity (46%) and ‘Plenty to see and do’
(45%).


         For 97% of the Recent Travelers, experience exceeded or met
expectations, which further translates into their intention of recommending
and returning to India in future


         The profile of travelers traveling to India as per the trade partners,
belong to the top end of the socio-economic pyramid.


         Travelers segment as well as the Trade partners segment
unequivocally mention ‘Cultural Diversity’ and ‘Plenty to see’ as the most
important aspects that attract India as a tourist destination.


         One of the underlying themes which come across strongly even
amongst Trade partners is a strong association of India with ‘Taj’. In fact, it is
not only the strongest association with brand India but also gets mentioned
the highest mention as recalled elements of the advertising.


         Coupled with the above only 25% of trade partners across source
markets feel that the travelers from their market “know a lot about” India. This
is a cause of concern. Further, one in every three trade partners feels that the
information available about India as a tourist destination in their market is
insufficient (more so true in case of the large Trade partners). Trade partners
voice that the information seems to be lacking in the area of ‘places to see
and visit’.


         Connecting the threads, it seems that lack of information, support
(product and promotional) and education amongst the Trade partners about
India as a tourist destination coupled with strong associations with TAJ impute
that TAJ becomes the ‘sole’ selling point to the prospective travelers.



                                                44     ©   THE GALLUP ORGANIZATION
  Evaluation Study in Selected Overseas Markets                               Ministry of Tourism, Govt. of India




  5.3 DETAILED FINDINGS – TRAVEL BEHAVIOUR – TRAVELERS
  SEGMENT


           The following chapter deals with the findings on travel behavior from
  the Travelers segment, following this section is the Trade partners segment
  and the trends observed regarding the travel behavior by studying the trade
  partners segment


           5.3.1 Past Travel Behavior


           The incidence of past vacation travel in the last two years is averaging
  at around 40%; the highest is in Australia and lowest in South Korea, as can
  be seen from fig 5.3.1a.


100%

90%

80%

70%
60%
                                             46%                                                     51%
50%                   42%
           40%                    39%                               41%
                                                                                          39%
40%                                                        36%
                                                                              31%
30%

20%
10%

 0%
       Overall    Canada       USA          UK      C. Europe    Middle     South      Japan     Australia
                                                                  East      Korea

                                                   Fig 5.3.1a




                                                      45             ©    THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                                                                   Ministry of Tourism, Govt. of India




         As can be seen from the graph 5.3.1b, Incidence of past travel (in the
last two years) to Asia is high in Japan, South Korea, Middle East and
Australian market. North America and Europe favor Europe and the
Americas. India is a favored destination amongst the travelers traveling from
Middle East.


              CANADA (%)         UNITED KINGDOM (%)                     C. EUROPE (%)                MIDDLE EAST (%)

         Oth. Eu. Cts       38   USA                    4          USA                  30          Thailand         35
         Car./Cen.Am        27   Africa                 1          Africa               26          INDIA            25       SOUTH KOREA (%)
         UK                 27   Car./Cen.Am            9          S.                   20          Malaysia         25
                                                                                                                             Mn. China         34
         France             16   Australia/Canada       7          Car./Cen.            10          Germany          17
                                                                                                                             Thailand          19
         Germany            8    Singapore/Mid.E        7          Thailand             7           Singapore        12
                                                                                                                             Japan             17
         INDIA              5    INDIA                  5          INDIA                4           France           9
                                                                                                                             Philippine        11
                                                                                                                             USA               11

                  USA (%)                               Overall (%)                                                          INDIA             2

         Oth. Eu. Cts       41                 Oth. Eu. Cts (32)            21
                                                                                                                                   JAPAN (%)
         S. America         25                 USA                          21
                                                                                                                           USA                  38
                                                                                              AUSTRALIA (%)
         UK                 18                 S. America                   13
                                                                                                                           Oth. Eu. Cts         28
         France             13                 Africa                       12          Oth. Eu. Cts            37
                                                                                                                           South Korea          18
         Car./Cen.Am        11                 Thailand/UK                  10          USA                     26
                                                                                                                           Mn. China            17
         INDIA              2                  INDIA                        6           UK                      24
                                                                                                                           Thailand             14
                                                                                        Singapore               16
                                                                                                                           INDIA                   1
                                                                                        Thailand                13
                                                                                        INDIA                    6




                                                        Fig 5.3.1b




                                                                   46                           ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                                                                                 Ministry of Tourism, Govt. of India



          5.3.2 Future Travel Behavior


          The graph given in fig 5.3.2a highlights the future travel intention at
three levels; the base of the pyramid refers to - intention of the General
population to travel outbound. At the next level are the incidence of travelers
to Asian destinations but not INDIA, and the crown of the pyramid represents
the travelers who intend traveling to India. The green bars which are given
parallel to the pyramids represent the figures at the three levels of the
pyramids but for the ‘Past Travel’. The idea behind the analysis is to give a
comparative picture of the travel intention, both future and past.


          As we can see from fig. 5.3.2a, interest in visiting Asian destinations is
high across all markets; however, Middle East (36%), Australia (39%) and S.
Korea (22%) particularly favor Asian destinations.




                                            2%                                                           1%                                               2%
                Potential                                                Potential                                                   Potential
               India = 2%                                               India = 1%                                                  India = 5%
                                            6%                                                           6%                                               8%
         Potential Asia Tr. = 6%                                 Potential Asia Tr. = 7%                                     Potential Asia Tr. = 10%

                                            42%                                                         39%                                               46%
       Pot Vacation Travel. = 54%                                Pot Vacation Travel. = 48%                                  Pot Vacation Travel. = 57%

               Canada= 802                                           USA = 1249                                            United Kingdom = 401




               Potential                   1%                                                            10%                                              1%
                                                                          Potential                                                  Potential
              India = 3%                                                India = 14%                                                 India = 1%
                                           7%                                                            22%                                              24%
       Potential Asia Tr. = 12%                                  Potential Asia Tr. = 36%                                    Potential Asia Tr. = 22%

       Pot Vacation Travel. = 46%          36%                                                           41%                                              31%
                                                                 Pot Vacation Travel. = 76%                                  Pot Vacation Travel. = 31%

           C. Europe = 3413                                        Middle East = 603                                        South Korea = 400




                                            Potential                    1%                                                        3%
                                                                                                      Potential
                                           India = 1%                                                India = 4%

                                    Potential Asia Tr. = 11%            22%                                                       24%
                                                                                               Potential Asia Tr. = 39%

                                    Pot Vacation Travel. = 30%          39%                   Pot vacation Travel. = 65%          51%


                                            Japan = 400                                          Australia = 1027




                                                                       Fig 5.3.2a


•   Green Bar = Past Travel
•   Potential Asia Traveler = Asia – India (implying travelers who intend
    traveling to Asia but not India)




                                                                                  47                              ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                                                                 Ministry of Tourism, Govt. of India




           Fig. 5.3.2b, shows the destinations which the travelers have
spontaneously mentioned as the ones they intend visiting, when they travel
outbound on vacation in the next two years. In North America and Europe, the
stated destinations are predominantly U.S, Europe and the Caribbean.
Stated mentions for Asian destinations are low.


           Asian destinations find mention in Middle East, however even in the
Middle East market, in terms of order Malaysia and Thailand find higher
mentions than India.




            CANADA (%)                  UNITED KINGDOM                     C. EUROPE (%)            MIDDLE EAST (%)

      Oth. Eu. Cts (67)       48        USA                   42         USA           25          Malaysia         31

      UK                      24        Australia             19         S.America     20          Thailand         23
                                                                                                                                      SOUTH KOREA
      Car./Cen.Am             21        Car./Cen.Am           14         Africa        13          INDIA            19
                                                                                                                                    Mn. China     37
      France                  13        Africa                14         Thailand      10          Germany          18
                                                                                                                                    Japan         20
      Australia               9         Canada                11         Don’t Know    9           France           17
                                                                                                                                    USA           12
      INDIA                   5         INDIA                 9          INDIA         6           UK               12
                                                                                                                                    Australia     11
                    USA (%)                                Overall (%)                                                              Philippines   10
       Oth. Eu. Cts (68)           51         Oth. Eu. Cts (35)            22                                                       INDIA         4
       S.America                   24         USA                          18
                                                                                            AUSTRALIA (%)                           JAPAN (%)
       UK                          15         S. America                   13
                                                                                      Oth. Eu. Cts (55)        38        USA                      34
       France                      13         UK                           10
                                                                                      USA                      23        Other Eu. Cts (38)       25
       Car./Cen.Am                 11         Thailand                     9
                                                                                      UK                       22        Mn. China                10
       INDIA                       2          INDIA                        7
                                                                                      Thailand                 10        Thailand                 8

                                                                                      Canada                   10        South Korea              8

                                                                                      INDIA                     5        INDIA                    1




                                                              Fig 5.3.2b




                                                                         48                    ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                                                                               Ministry of Tourism, Govt. of India




             As a next step, only Asian destinations were prompted and Fig 5.3.2c
shows the choice of Asian destinations both at Spontaneous level and at Total
level (which is spontaneous + aided).


             Though Asian destinations find low mentions spontaneously, when
aided the proportions rise substantially, indicating a latent inclination to Asian
destinations.




          CANADA (%)                      UNITED KINGDOM (%)                      C. EUROPE (%)                       MIDDLE EAST (%)                   SOUTH KOREA (%)

                  Spo         Tot                     Spo       Total                      Spo         Tota                      Spo.     Tota                      Spo    Total

  Thailand           3        24         Maldives      2        32            Thailan      10          45     Malaysia           31       47         Mn.China       37      58
  Japan              2        24         Thailand      7        31            India        6           39     Thailand           23       41         Japan          20      52
  Hong               1        23         Hong          2        30            Japan        4           39     India              19       30         Thailand        7      32
  India              5        20         Singapore     2        28            Mn.Chi       6           39     Singapor           11       23         Philippine     10      30
  Mn.China           3        20         India         9        26            Indonesi     2           31     Indonesi           2        9
                                                                                                                                                     Hong            2      27

                                                                                                                                                     India           4      16
                     USA (%)                                 Overall (%)

                         Spo        Tot                                 Spo       Tot
                                                                                                       AUSTRALIA (%)                                JAPAN (%)
          Japan           5         34               Thailand            9       37
                                                                                                              Spo          Tot                               Spo   Total
          Hong            1         32               Mn.                 6       31
                                                                                               Thailand           10       39           Thailand              8     45
          Mn.             7         30               Japan               4       31
                                                                                               Singapore          4        38           Singapore             1     41
          Thailand        2         23               India               7       29
                                                                                               Hong               4        37
          India           2         20               Hong                2       29                                                     Taiwan                6     40
                                                                                               Japan              4        36
                                                                                                                                        Maldives              2     37
                                                                                               Mn.China           5        34
                                                                                                                                        Hong Kong             1     35
                                                                                               India              5        19
                                                                                                                                        India                 1     31




                                                                                Fig 5.3.2c




                                                                                      49                      ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                Ministry of Tourism, Govt. of India



5.3.3 Source of Destination Awareness


         Amongst Potential India Travelers, ‘Word of Mouth’ is the prime source
of information when deciding on destination. Figure 5.3.3a highlights that the
Recent Travelers primarily rely on websites for information, although there is
no mention of the website of Ministry of Tourism, Government of India. There
are other portals that the Recent Travelers have made use of to obtain
information about India as a destination. Along with the sources mentioned,
Travel Agents (Trade Partners) and press (editorial content) also aid in
spreading awareness about a destination.




                                                50   ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                                     Ministry of Tourism, Govt. of India



Source of Awareness of India Destination

Recent Travelers Segment                                   TV
                                    Travel Agent                   Outdoor
                                                50%
             WOM (Friends and Relatives)                               Indian Govt Website
                                         45%
                                                        22%
                       Repeat Traveler40%                                      Other websites
                                                                  18%
                                                                7%
          Local India Tourism Office               5%            2% 16%         E-mails
                                                                1%                           Unaided
                                           25%
                                                   12% 11%
                   Brochure / Leaflets      32%                                Direct Mailers

                                Airports                                  Radio
                    Tourism Fairs / Exhibitions                    Magazine / Newspapers
                                                                   59%
                                                      Cinema
                                                                                                     N = 503




 Travelers Segment by regions




                                                      Fig 5.3.3a




                                                      51                  ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                          Ministry of Tourism, Govt. of India




         5.3.4 INDIA Travel - Future


         With respect to the booking arrangements, the potential India travelers
show a strong preference for Travel Agents. In markets like Japan and US,
‘Internet’ appears as a strong medium. (Fig 5.3.4a)


Bookings, Travel Arrangements & Accompaniments - Travelers Segment
(by regions)




                                                Fig 5.3.4a




                                                  Fig 5.3.4b

         The US, Canada and UK markets clearly show a preference for ‘Non
package’ tours, while, South Korea and Japan prefer ready-made package
tours with tour guides. Also one in every three travelers in Australia prefer
‘Tailor made packages’ (Fig 5.3.4b)


         With respect to the bookings and travel arrangements, the USA,
Canada and UK markets prefer not to have any package; however the non-
English speaking markets of South Korea and Japan show an inclination
towards ‘ready-made’ packages with tour guides (Fig 5.3.4b).




                                                   52          ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India




         In terms of who would accompany them, its spouse or friends /
colleagues, and this trend is observed across source markets (Fig 5.3.4c).


Bookings, Travel Arrangements & Accompaniments - Travelers Segment
(by regions)




                                                Fig 5.3.4c




                                                 53          ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India




Reasons for traveling to India


         The prime attractions to travel to India are mentioned as Sightseeing,
Cultural events and shopping. The table below (Fig 5.3.4d) indicates the
same.




                                                Fig 5.3.4d




                                                 54          ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India




Places to visit / visited on India travel – Travelers


         While talking about the places they would like to visit, there is singularly
high mention of the Taj Mahal. However, the Recent Travelers reveal a
different picture. They have truly experienced the range / diversity that India
as a destination offers, and therefore their experience spans across
monuments, places of religious interests, hill stations etc, across several
visits. It may be concluded that before a traveler visits India, the predominant
destination imagery is that of the Taj Mahal but upon arrival and in the course
of the vacation he/she visits other areas of interests.


         In addition to ‘Taj Mahal’, Beaches in Goa get second mention. The
Golden Triangle finds mention at the next level. (Fig 5.3.4e)




                                                Fig 5.3.4e




                                                 55          ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India




Possible countries to be visited in the same trip – Travelers (by regions)


         When the potential travelers to India are asked about other
destinations they plan to visit in same trip; Thailand, Singapore and Sri-Lanka
get mentioned (Fig 5.3.4f). This is common across source markets (Americas,
Europe and Asia).




                                                Fig 5.3.4f




                                                 56          ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India




Possible countries to be visited/visited in the same trip – Recent
Travelers


         The Recent Travelers when talking about other destinations planned in
this trip mention Thailand, Singapore and Malaysia (Fig 5.3.4g)




                                                Fig 5.3.4g




                                                 57          ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India




Reasons for not intending to travel to India


         All the travelers who intend to travel outbound on vacation in the next
two years, but have not chosen India as a destination, mention reasons such
as - ‘doesn’t offer things of interest to me’ and ‘safety and hygiene’ issues,
which are primarily destination reasons, as reasons for not intending to travel
to India (Fig. 5.3.4h)




                                                Fig 5.3.4h




                                                 58          ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                    Ministry of Tourism, Govt. of India




5.3.5 Recent Travel Experience


         This section will focus on the experiences of the Recent Travelers in
India during their vacation.


         To begin with the experience of the Recent Travelers is much more
varied, so while the intending travelers mention seeing ‘Taj’ as the reason for
coming to India, the recent travelers have enjoyed a lot else that the
destination has to offer. However, it seems that currently the ‘Pull’ is created
only by Taj.


         In terms of other countries/ destinations planned for visit in this trip, 1 in
every 3 Recent Travelers visited India alone in this trip. Amongst Asian
destinations - Singapore, China and Thailand are the competing destinations
(Fig 5.3.5a), the data also shows substantial amount of repeat traveler to
India, about 2 in every 3 Recent Travelers were repeat visitors, thereby
implying the Destination pull after having gone through the first experience is
good (Fig 5.3.5b).


         The top three attractions in India are stated as – ‘Warm and friendly
people (50%), culture and diversity and plenty to see and do. Beaches,
traditional image and monuments also get mentioned as the prime attractions
for the Recent Travelers (Fig 5.3.5c)


         More than half of the Recent Travelers spent more than $3000 during
their stay in India; this is all inclusive for their entire trip, including the cost of
transportation / travel etc (Fig 5.3.5d).




                                                59       ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India



         Countries considered - Recent Travelers Segment


         With respect to alternate Asian destinations considered by the Recent
Travelers before they finalized on India, Singapore, Mainland China and
Thailand are mentioned. However it is also interesting to note that one in
every three travelers were unequivocally decided about visiting India, and
therefore had no other competing destination in their mind.




                                                Fig 5.3.5a




                                                   60        ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India



         First timers vs. Frequenters - Recent Travelers Segment


         A large number of Recent Travelers had visited India before. And
amongst these repeat visitors a fairly high proportions (52%) had been to
India 2-5 times (Fig 5.3.5b)




                                                Fig 5.3.5b




                                                   61        ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India




         India’s attractions- Recent Traveler's Segment


         From the point of view of the Recent Travelers, their interface with the
local people comes out as the strongest impression/attraction from their
overall India experience. It’s basically interplay of their experience with
people, cultural diversity and the sheer range of things to experience which
are attractions as per the Recent Travelers.




                                                Fig 5.3.5c




                                                   62        ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India



         Accommodation, Expenses and Travel – Recent Travelers


         As the chart below indicates, fairly high proportion of travelers stayed in
four stars and above hotel properties and had spent more than USD 3000
during their stay. This includes cost of transportation (air –ticketing).




                                                Fig 5.3.5d




                                                63           ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India



         Experience vs. Expectations - Recent Travelers Segment


                  The reasons why their experience exceeded expectations, is
around the destination reasons. Further the overall experience with
accommodation options gets mentioned as the second most important reason
why their experience exceeded expectations (Fig 5.3.5e).




                                                Fig 5.3.5e




                                                64           ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India



         Experience and Disposition – RECENT TRAVELERS


         97% of the Recent Travelers mention that they enjoyed their stay in
India. A key highlight is that majority of recent travelers would like to return to
India and advocate it as a destination to be visited for vacation.




                                                Fig 5.3.5f




                                                 65          ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India




5.4 DETAILED FINDINGS – TRAVEL BEHAVIOUR – TRADE PARTNERS


         This chapter deals with the detailed findings with respect to the travel
behavior from the perspective of the channel partners or the Trade partners.


         5.4.1 Popularity of Destinations


         Thailand is the top mentioned destination in terms of popularity. India is
in the fifth position (Fig 5.4.1a).


         Thailand and India are considered to be increasing in popularity in recent
times (Fig 5.4.1d). Amongst Asian destinations, Thailand and Mainland China
are ahead of India in terms of popularity (Fig 5.4.1g). Looking at the
destinations which have reduced in popularity, Indonesia, Middle East and
Africa are mentioned. These also happen to be the regions which are struck
with terrorism and war (Fig 5.4.1i).


         Destinations ‘popular’ amongst the travelers – Overall Trade
         Partners Segment




                                                Fig 5.4.1a




                                                 66          ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India




         Destinations ‘popular’ amongst the travelers – By Countries




                                                Fig 5.4.1b


         As fig 5.4.1b shows, across the Western source markets there is
mention of the Western markets being popular (Europe for Americas and vice-
versa) and Asian source markets mention Asian Destinations as the ones that
are popular now.




                                                   67        ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India




         Destinations ‘popular’ amongst the travelers – By Countries dealt
         with




                                                Fig 5.4.1c



         The trade partners, who deal with India, have mentioned Thailand as
the number one destination in terms of Popularity; Americas are close behind
(Fig 5.4.1c).




                                                   68        ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India



         Destinations ‘popular’ amongst the travelers – By tenure into
         business




                                                Fig 5.4.1d




         Looking at the data by tenure in business, the operators who are new
in the business are favoring India as a popular destination, however amongst
the more seasoned operators Thailand is the favorite. (Fig 5.4.1d).




                                                      69     ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India



         Destinations ‘popular’ amongst the travelers – By size of
         operation




                                                Fig 5.4.1e



         The mid size operators mention India as a popular destination. As the
size of operations increases, the preference shifts to Thailand. The larger
operators are clearly favoring Thailand in terms of popularity.




                                                 70          ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India



         Destinations ‘increased in popularity’ in Last two years – Overall
         Trade Partners Segment




                                                Fig 4.4.1f




         Thailand, India and China are the top three destinations in terms of
increased popularity in the last two years (Fig 5.4.1f). In addition to Thailand
and China, India also figures in the top 3 in terms of popularity amongst the
travelers as mentioned by Trade partners (Fig 5.4.1g).




                                                    71       ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                          Ministry of Tourism, Govt. of India




         Popular Asian Destinations amongst the travelers – Overall Trade
         Partners Segment




                                                  Fig 5.4.1g



         Popular Asian Destinations amongst the travelers – By Countries




                                                Fig 5.4.1h




                                                   72          ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India



         Destinations ‘popular in past but not now’ amongst the travelers –
         Overall Trade




                                                Fig 5.4.1i

         Destinations that have been facing the turmoil of terrorism, poor
development indicators and political conflicts, are the ones which have been
mentioned by Trade partners as having reduced in popularity in the last two
years. The top three destinations as given in (Fig 5.4.1i) are Indonesia, Middle
East and Africa.




                                                 73          ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India



         5.4.2 Interest levels about India Destination – Overall Trade
         Partners Segment


         There is positive sentiment at an overall level about tourist interest
levels in India. 58% of Trade Partners believe that the Interest levels have
increased in recent times (Fig 5.4.2a), the exceptions being Netherlands and
Spain (Fig 5.4.2b).




                                                Fig 5.4.2a




         Interest levels about India Destination – By countries




                                                Fig 5.4.2b




                                                    74       ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India




         Interest levels about India Destination – By tenure into business
         and size of operations




                                                Fig 5.4.2c




                                                   75        ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                             Ministry of Tourism, Govt. of India



         5.4.3 Profile of travelers who travel to India – Trade Partners
         Segment


         The Trade Partners’ description of India travelers’ profile is very similar
to the profile captured in the Recent Travelers’ survey. As per the trade, the
tourists visiting India belong to upper income (45%), fall in the age group of
31-50 years (58%) and are married (Fig 5.4.3a).




                                                     Fig 5.4.3a




                                                76                ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India



         5.4.4 Aspects of India that attract travelers – Overall trade
         partners segment




                                                Fig 5.4.4a




         As figure 5.4.4a indicates, ‘cultural diversity’, ‘plenty to see and do’ and
‘places of religions importance’ is the top three attractions in India for tourists
as per the Trade Partners.




                                                   77        ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                Ministry of Tourism, Govt. of India



         5.4.5 Types of holiday activities preferred in India – Overall Trade
         Partners segment




         Types of holiday activities preferred in India – By Countries




                      Fig 5.4.5a




                                                78   ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India




         5.4.6 The most popular attractions in India – Overall Trade
         Partners Segment


         Again, Taj gets mentioned as the most popular attraction, even
amongst the Trade partners segment (Fig 5.4.6a). Thus, the limited
awareness of specific tourist attractions displayed by the travelers is
corroborated by the Trade partners. (Fig 5.4.7a and Fig 5.4.7b). Although the
destination has “lots to offer” (varied experience of the Recent Travelers), Taj
Mahal is an overpowering association with the destination across all
segments studied.




                                                Fig 5.4.6a




                                                 79          ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                             Ministry of Tourism, Govt. of India




         5.4.7 Knowledge levels about India – Overall Trade Partners
         segment




                                                     Fig 5.4.7a




         Knowledge levels about India – By countries




                                                Fig 5.4.7b




                                                      80          ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India




         Knowledge levels about India – By tenure into business and size
         of operations




                                                Fig 5.4.7c




                                                   81        ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India




         5.4.8 Sufficiency of information –Trade Partners Segment


         Close to one in every three trade partners states that the information
available about India as a tourist destination is not sufficient. The information
is seen lacking with respect to the specific product available, places to see, on
transportation and laws and regulations of the country. (Fig 5.4.8a and Fig
5.4.8b).




                                                Fig 5.4.8a



         Lack of information on the following –Trade partners segment




                                                Fig 5.4.8b




                                                   82        ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India




         5.4.9 Experience vs. Expectations – Overall Trade Partners
         Segment




                                                Fig 5.4.9a




         As per the Trade partners, the reasons for experience having
exceeded expectations are the ‘Cultural diversity’ and the accommodation
facility (this concurs with what the travelers had mentioned as their reason for
experience exceeding expectations). (Fig 5.4.9a).




                                                83           ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                Ministry of Tourism, Govt. of India




                                  CHAPTER 6:
                                    FINDINGS –
COMMUNICATION EFFECTIVENESS




                                                84   ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                Ministry of Tourism, Govt. of India




6.1 EXECUTIVE SUMMARY




    As far as the Travelers segment is concerned, although the spontaneous
awareness of advertising (Incredible India campaign) is low, the awareness
increases sharply when aided (40%). The total awareness is high in Middle
East (49%), Continental Europe (50%), UK and Australia (39% each). This
suggests that the advertising awareness is latent and not top-of-mind as we
would have desired.


         Measuring the Advertising awareness among Trade partners, lower
proportion of Trade partners recall having seen the advertising (37%).
Amongst the trade partners who were able to recall the advertising campaign,
53% mention that the advertising has not had any effect in generating interest
in India as a vacation destination.


         The Travelers get their destination awareness from – Press and TV.
The Recent Travelers also mention websites (other than the official websites),
airports and brochures as key sources of awareness. The mention of official
website as a source of awareness is negligible.


    The “Taj Mahal” is the predominant element from the campaign, getting a
maximum recall (34%). This holds true amongst the ‘Recent Travelers’ as
well. Although the advertising is communicating the message of India being a
destination steeped in history, culture and offering ‘lots to see and do’, there is
no specifics that the travelers are able to associate with the ‘plenty’ aspect of
the destination.


         The advertising effectiveness in generating interest has been
moderate. 44% of the travelers report that they were positively pre-disposed
to visit India upon seeing the communication.




                                                85   ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                Ministry of Tourism, Govt. of India



         India has a very ‘distinct’ image with associations like – Palaces and
Royal Retreats, Places of religious interests, Yoga, Ayurveda and meditation,
Heritage and artifacts etc. In comparison to competing Asian destinations,
China and Thailand have strong mentions with ‘Cultural Diversity’. Singapore
and Hong Kong are considered to be safe and secure destinations.




                                                86   ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India




6.2 DETAILED FINDINGS – COMMUNICATION EFFECTIVENESS –
TRAVELERS SEGMENT


         Following chapter shall deal with the detailed findings on
communication effectiveness from the Travelers segment.


         6.2.1 Advertising Awareness Levels – Spontaneous + Aided
         (Travelers Segment by Regions)


         Spontaneous awareness of India advertising is low across markets,
however when aided the awareness increases sharply, which is true for most
Asian destinations. Middle-East comes across as a market with high
awareness of the campaign (Fig 6.2.1a). Amongst Recent Travelers the
awareness could be influenced by their proximity with the destination and the
communication exposure at the destination. Interestingly however, while
looking at the travelers who are Potential Asia but not India Travelers (PTA)
and Potential India Travelers (PTI), the awareness levels amongst the latter
are higher on India destination advertising awareness (Fig 6.2.3a)


                                                Fig 6.2.1a




                                                 87          ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India




         6.2.2 Awareness of INDIA Advertising (Travelers Segment by
         Regions)


         In the graph below, is a cross-tab of ‘Spontaneous ad awareness’ and
the Total ad awareness across the regions. An Ideal curve should be an
upward sloping curve, indicating high Spontaneous and Total awareness.
However it’s only for the Middle-East market, that the scores on both
spontaneous and Aided awareness of India destination advertising are high.




                                                Fig 6.2.2a




                                                 88          ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India




         6.2.3 India Advertising Awareness Levels – Total (Travelers
         Segment by Regions)
                                                Fig 5.2.3a




         The next level of analysis looks at the awareness by respondents who
intend traveling to Asian Destinations but not India in the next two years, vis-
à-vis the respondents who intend traveling to India on vacation in the next two
years. Across regions, the awareness levels amongst the travelers who intend
traveling to India on vacation in the next two years is higher than the travelers
who intend traveling to Asian destination but not India on vacation in the next
two years.




                                                      89     ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India



         6.2.4 Source of Awareness of India Advertising


         In the Recent Travelers segment, the prime source of awareness is -
print media, airports and ‘other websites’. Amongst the Travelers segment
however the source of awareness of the campaign is much more traditional in
the form of Television and Print (Fig 6.2.4a).
                                                Fig 6.2.4a




                                                   90        ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India



         Source of Awareness of India Advertising – (Spontaneous +
         Aided)


         While looking at the source of advertising awareness, which is
spontaneous awareness + Aided awareness, the Indian Govt. websites very
low scores. (Fig 6.2.4b).




                                                Fig 6.2.4b




                                                   91        ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India




         6.2.5 Spontaneous elements recalled of India Advertising


         One of the important diagnostics to be measured in the Communication
effectiveness is the elements recalled from the campaign. It has been
mentioned earlier that the campaigns communicated various elements with
respect to the destination or various attractions of the destination. For
instance there were individual campaign items around wildlife, monuments
and artifacts of historical importance, nature, ayurveda, yoga etc.


         However the findings of the study indicate that in terms of the elements
recalled from the advertising, Taj is the singular element achieving a very high
recall. In fact across geographies and across travelers segments, Taj gets
mentioned as the element of advertising seen by them. (Fig 6.2.5a, 6.2.5b,
6.2.5c).

                                                Fig 6.2.5a




                                                   92        ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India




         Spontaneous elements recalled of India Advertising – By
         Traveling Intention


                                                Fig 6.2.5b




                                                 93          ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                   Ministry of Tourism, Govt. of India




         Spontaneous elements recalled of India Advertising – Recent
         Travelers


         Given below are the top elements that the Recent Travlers (Travelers
who have stayed in India and are now heading back) have recalled from the
India Destination campaign. Again, Taj gets a very high recall, the slogan is
recalled by one in every five Recent Travelers (Fig 6.2.5c)




                                           Fig 6.2.5c




                                                   94   ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India



         6.2.6 AIDED AWARENESS – Recent Travelers Segment


         There were six story boards (identified as the prime campaigns) which
were shown to the Recent Travelers. All six namely – Ayurveda, Fairs and
Festivals, Ruins of Humpi, Taj Mahal, Desert and Wildlife and awareness was
asked from the respondents (yes / no question).


         Again, we see that the story board on Taj gets higher mentions of
aided awareness than the other story boards, re-emphasising the point that
Taj is the predominant property associated with India (Fig 6.2.6a).




                                                Fig 6.2.6a




                                                   95        ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India




         6.2.7 Disposition distribution – Travelers Segment (by regions)


         In terms of assessing the impact of the advertising in generating
interest levels amongst the travelers about India as a tourist destination and
disposing them to come over to India, the campaign has had a moderate
success. In fact on a likelihood scale of 1-5, wherein 5 means “extremely
likely”, the campaign across the markets averages about 15%, other than the
market of Middle East, wherein one in every two travelers who have seen the
advertising make an unequivocal mention of it having made them more likely
to come to India (Fig 6.2.7a).
                                                Fig 6.2.7a




                                                 96          ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India




         6.2.8 India Total Awareness (Unaided + aided) vs. Disposition
         (Travelers Segment by Regions)


         Fig 6.2.8a, ideally should show an upward sloping curve, thereby
indicating awareness is leading to positive disposition. However we observe
that the western markets are outliers, Middle East and Japan emerge as two
source markets which seem to be following the curve. Even with respect to
the Recent Travelers, 4 in every 5 recent travelers mention that they were
positively pre-disposed after seeing the advertising (Fig 6.2.8b).




                                                Fig 6.2.8a




                                                 97          ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India



         Disposition distribution – Recent Travelers Segment (by regions)




                                                Fig 6.2.8b




                                                 98          ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India




         6.2.9 Ad Impact - By intention to travel


         While looking at the diagnostics and assessing the message take-outs
of India advertsing, the scores indicate that the advertising has been
moderately successful in creating interest in India as a tourist destination
among travelers. It appears that Advertising has re-inforced the knowledge
that the travelers had about India. (Fig 6.2.9a).


         (Fig 6.2.9a) - The responses from the Travelers were sought on a five
point scale wherein ‘5’ was ‘Absolutely agree’. The scores given in the graph
are the scores of ‘positive disposition’.




                                                Fig 6.2.9a




         5.2.10 Image




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Evaluation Study in Selected Overseas Markets                 Ministry of Tourism, Govt. of India




         Correspondence Analysis was used to arrive at the Imagery related
associations as shown.


         As can be observed that every graph (Fig 6.2.10a-6.2.10e) has two
elements which are getting depicted, the first element is the various diagnostic
statements with respect to the Destination and the second element is the
destination name itself. Simple way of reading this graph would be to look at
the destination and see which all attributes are close to that destination and
they can be understood as the statements which are ‘associated’ or ‘define’
image for that destination.


         Across source markets other than Middle East, India gets very strong
associations with - royal retreats, palaces, yoga, ayurveda, meditation etc.
And on these attributes India is fairly distinct - there are no other destinations
which are closer to India in terms of strength of association. Middle Eastern
travelers strongly associate India with medical treatment.


         Indonesia and Sri Lanka are the destinations which are strongly
associated with Value for Money and being the destinations which are in-
expensive.


         Although - Cultural diversity is one of the messages which we have
been trying to communicate through our campaign, it is Thailand and China
which find stronger associations on this attribute.


         Figures 6.2.10a – 6.2.10e are all the various correspondence maps
given across various regions.




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Evaluation Study in Selected Overseas Markets                              Ministry of Tourism, Govt. of India




Imagery – NORTH AMERICAN TRAVELERS




                                                Fig 6.2.10a




Imagery - EUROPE TRAVELERS




                                                    Fig 6 .2.10b




                                                     101           ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                    Ministry of Tourism, Govt. of India




Imagery - MIDDLE EAST TRAVELERS




                                           Fig 6.2.10c



Imagery - EAST ASIA TRAVELERS




                                           Fig 6.2.10d




                                                  102    ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                         Ministry of Tourism, Govt. of India




AUSTRALIA TRAVELERS




                                                Fig 6.2.10e




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Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India




6.3 DETAILED FINDINGS – COMMUNICATION EFFECTIVENESS – TRADE
PARTNERS SEGMENT


         The last chapter dealt with the findings from the Travelers Segment
with respect to the Communication effectiveness, this chapter will deal with
the detailed findings on Communication Effectiveness from the point of view
of the trade partners.


         6.3.1 Awareness of India Advertising Campaign – Trade Partners
         Segment


         Moderately low proportion of trade partners’ exhibit awareness of the
India destination advertising campaign. Only a third recalls the Destination
advertising for India. Trade partners dealing with India have significantly
higher recall (Fig 6.3.1a)

                                                Fig 6.3.1a




         5.3.2 Success of the marketing campaign – Trade Partners
segment


         In terms of measuring the success of the campaign, from the
perspective of the trade partners it would be the ability of the campaign to
generate “footfalls” and queries about travel to India on vacation.




                                                   104       ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India




         The Trade partners were asked to rate the success of the marketing
campaign on a five point scale. Wherein ‘1’ means not at all successful and ‘5’
means ‘very successful’. The findings indicate that fairly large section of Trade
is undecided about the campaign’s success (fig 6.3.2a).




                                                Fig 6.3.2a




         Another important reading from the data is that amongst the trade
partners dealing with India (Fig 6.3.2a), the percentage of the respondents
who give a perfect ‘5’ on success of the marketing campaign is lower than the
trade partners who are not dealing with the Asian destinations.




                                                   105       ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                 Ministry of Tourism, Govt. of India




                CHAPTER 7: FINDINGS –
                          NTO INTERVIEWS




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Evaluation Study in Selected Overseas Markets                       Ministry of Tourism, Govt. of India




         The information areas on which the feedback was solicited from the
directors spanned across:


             –    Vision for India as tourist destination
             –    Market Position – India as tourist destination
             –    Key Business Goals for the Tourism offices
             –    Key strategies and leading initiatives
             –    Growth opportunities
             –    Challenges for India as a tourist destination
             –    NTO Strengths
             –    NTO Challenges


The findings are discussed below:


Vision for India as a tourist destination


         The mood is upbeat about India as a tourist destination. There is
unequivocal mention of India being a potentially strong market from the point
of view of vacation travel. The Regional directors did make a mention of the
popularity of the destination having increased. For instance, in Australian
market, the traffic of the travelers to India has doubled in the last three years.
The expected growth across markets is about 18-20% (annual).


Market Position – India as a tourist destination


         India is a “planned destination”. To elaborate further, India comes
across as a choice of destination, when the vacation is more ‘in-depth’. One of
the reasons why India has that positioning in the market currently is because
of the ‘variety’ that the country has to offer. Travelers to India find it difficult to
cover the length and the breadth in a short span of time, therefore the trend
which is emerging and which is articulated by the directors is that India is a
preferred destination when the trip is more planned from the travelers.



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Evaluation Study in Selected Overseas Markets                 Ministry of Tourism, Govt. of India




         Therefore for shorter vacations, the getaways are decided on account
of the nearness (distance) and also on the basis of all that the destination has
to offer. Typically the trips to India have to be longer as far as the travelers
projections are concerned and when they are planning their trips, they do take
into account the time they would spend to witness and enjoy what India as a
destination has to offer to them (there is a definite acceptance of India being a
country that offers a ‘lot’).


         One of the factors which make India a much “planned” choice of
destination is also because of the lack of proximity to certain source markets.
For instance, from the Australian market there is no direct flight to India. There
are competing destinations who ply their Air Carriers but there are transit
countries in between, which happen to be competing destinations, thereby
increasing the time it takes to travel from Australia to India, and thus posing
as a constraint.


         Some of the competing destinations for India were mentioned as
Thailand, Indonesia etc, now these destinations are small in geographies and
are therefore “less time consuming” for the travelers (in case of un-planned or
spontaneous vacations).


Key Business Goals for the Tourism offices


         There is a unanimous mention of sustainability of growth coming up as
key business goal and objective for the next two years. The directors are
looking at growth of 18-20%. So the objective is to sustain the momentum
which the tourism industry has enjoyed and in particular India as a tourist
destination has been enjoying since the last few years.




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Evaluation Study in Selected Overseas Markets                  Ministry of Tourism, Govt. of India




Key strategies and leading initiatives


         Multi pronged strategies are adopted by the tourism offices as the
stakeholders involve the trade partners and the end travelers. As far as the
trade partners or the intermediaries is concerned, the directors have been
offering marketing support in terms of advertising, helping the trade partners
with the destination brochures, holding work-shops, symposiums, seminars
etc.


         For the customers the strategies have been tailor made to suit the
palette of the source markets. For instance in the Australian market, ‘Town to
Town’ road-shows / activities are organized. The office there organizes
something called as ‘India Evenings’, wherein the travelers who have been to
India are called and asked to articulate their experience. The evenings are
facilitated by the pictures and collages explaining or defining India as a tourist
destination. In other markets there are a number of road-shows, which
involve trade and also past visitors to India.


         A taste of cuisine and culture of India is offered at these events.
Another interesting activity which is initiated by the tourism office is organizing
the ‘festivals of India’. The throughput is directed to re-create the experience
that is often related with the fairs and festivals of India.


         There is also mentioning of the Incredible India marketing campaign as
one of the leading initiatives on part of the India government to provide fillip to
the tourism industry. Incredible India campaign is considered a success, in
terms of its ability to connect the varied activities that were being carried on by
the various tourism offices in their endeavors to communicate to the travelers
what brand India as a tourist destination stands for.




                                                109    ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                 Ministry of Tourism, Govt. of India




         Before the campaign gained worldwide acceptance the communication
as an activity (advertising) was left purely to the Tourism offices, this was
hampering the equity of brand India, as there was no integration of messages
that were being communicated by the various tourism offices. The thread of
consistency was missing, there was no unifying link across those
communication endeavors and also in terms of economics, it was proving
costly for the NTOs to develop their own communication strategies and
platforms to reach out to the end consumer (travelers).


         Further, the campaigns are translated into local vernacular to suit the
market specific requirements, and the NTOs also modify the message to
include ‘call-to-action’ content in the communication modules. However the
central theme across communication strategies now is the ‘Incredible India’
theme.


         Currently, there are a number of initiatives which are undertaken trying
to build-upon the central campaign – such as local communication, outdoor
advertising and the like.


Growth opportunities


         The need of the hour as articulated by the tourism offices seem to be
the ability to develop customized product (travel routes / places to see) and
communication for the travelers. As of now the communication is directed and
read as India being a destination that has a lot to offer, however, it has to be
made more ‘segment-specific’. One of the variables to qualify these segments
would be the choice of vacation – adventure, medical-tourism, sight-seeing
etc. It’s imperative to understand and identify these segments in detail and
then chart out specific saleable products for these segments.




                                                110   ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                 Ministry of Tourism, Govt. of India




         Further it is imperative to develop dedicated communication strategies
highlighting the elements of the products specifically designed for these
segments and then communicated with the channels which are segments
specific to thus ensure maximum impact with minimum outlay.
In source markets like Australia, ‘Wild-life sanctuaries’, ‘alternate form of
medicine’, ‘ayurveda in Kerala’, ‘Yoga’ etc are mentioned as the growth
opportunities which can be leveraged on. For middle east, ‘green’ products
such as Northeast, would be perceived as attractive.


Challenges ahead


         India as a tourist destination has taken off. There is no denying that
India has made an indelible impression in the global tourism industry. There is
an unparallel belief of India being a great tourism product.


         However some of the challenges that India as a tourism destination is
grappling with involve things like – Air transportation, Hospitality
(Accommodation), Local transportation, and other basic Infrastructure
requirements (Roads, highways, national-ways, connectors, other forms of
land and water transportation etc). Source markets like Australia; do not have
a direct carrier to India.


         One of the serious concerns is the translation of the basic amenities
like infrastructure requirements into ‘negative’ word of mouth which thus
impacts the salience of brand India as a tourist destination.


         Hotels in India are now considered to be very expensive. The broad
undertones suggest that the hotels and accommodation services in India are
out-pricing themselves. There seems to be a general tendency amongst the
hotel operators and also the trade not to allow confirmation of bookings at off-
season rates, since the operators want to inflate bottom-line by selling their
rooms at the most expensive rates possible by the law of demand and supply
during peak season.

                                                111   ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                 Ministry of Tourism, Govt. of India




         Interestingly, this has translated at times into Tourism offices not
promoting India as a tourist destination during the peak season since the hotel
rates are touching the ceiling. Thus India destination seems to be missing out
on a large chunk of the share of wallet of a vacation traveler, since the ‘push’
from the tourism offices in some of the source markets is coming only during
off-peak season.


         Also the India-end of the operators (based in India) are found wanting
in terms of support for operators in the source markets.


Strength of the India NTO Organization


         Some of the NTOs have been doing outstanding work and have been
winning accolades for their endeavors. It is important that a ‘best-practice’
analysis across these tourism offices is done and the learning from these
offices be captured in a capsule / module and then applied across the tourism
offices.


         Also for some of the tourism offices, the office bearers or the directors
are fairly seasoned tourism experts, and the richness of their experience
comes into play while executing and designing strategies for travelers as well
as trade partners.


Challenges in selling India as a tourist destination


         Poor infrastructure seems to be the biggest challenge that the NTO
seems to be grappling with, in terms of selling India as a tourist destination.
The visuals in the communication (Incredible India) campaign are at times
representative of an ‘Ideal’ India than the ‘Real’ India.




                                                112   ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                 Ministry of Tourism, Govt. of India




         For instance across the communication campaigns featuring Taj, the
ambience are shown to be clean and hygienic whereas the actual experience
presents a different story, this at times creates unrest within the travelers,
since there is a huge mis-match of experience vs. expectations.


         Depending upon the source markets, specificities are highlighted as
problems, for instance for the Australian market – its capacity of the hotels,
and direct airline facility which are voiced as priority concerns.


         Lack of professionalism in the tourism office is highlighted as another
concern. Taking cues from the tourism offices of competing destinations
(Hong Kong, Singapore etc) there are suggestions to make the tourism office
a ‘tourism marketing board’. Lack of marketing aptitude is mentioned as a
concern area. There is a consensus on the present office bearers being more
‘generalists’ in their approach. There is lack of tourism experience and the
tenure of stay of the office bearers is too short for them to start contributing
effectively. This at times is a bottleneck in the way of faster and effective
decision making which does hamper the day to day functioning of the tourism
offices.


         Although there is mentioning of dedicated tourism officers who are
working in the tourism offices, however over a period of time that
professionalism seems to be getting eroded because of the induction of
generalists. There is no long term commitment from them. There are no
concerns highlighted with respect to the funding of these offices; however
there are concerns around the people who manage the funding, in terms of
the aptitude and attitude for tourism development.




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Evaluation Study in Selected Overseas Markets                  Ministry of Tourism, Govt. of India




         Adequacy of staff is also highlighted as a concern area, for instance it
was mentioned that there is only one NTO which is looking after the whole of
North and the South America, however the post of director has been vacant
for the last two years and no efforts have been undertaken to fill in the
vacancy. Also there is a need to supplement the local offices with staff from
the local markets, rather than deputation from India, as they would be in a
better position to understand the local market.


         Finally, since this business is largely seen as a trade driven market,
there is a felt need to expose trade to the market. Other destinations seem to
be undertaking a number of sponsored trips for people in the industry
(airlines, travel agents, etc) to build interest in their market. India is currently
challenged by lack of clear policy and current guidelines are found wanting.




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Evaluation Study in Selected Overseas Markets                  Ministry of Tourism, Govt. of India




SUMMARY


     Summarizing the throughput of the discussions with the directors of the
tourism offices and analysis of the same, following points come out:-


     •    Infrastructure - starting at a broad level (in terms of the airline
          facilities, hotel accommodation booking etc) and going down to local
          transportation, local tourism routes etc, are major concerns that the
          NTOs grapple with. Efforts are needed at a war footing to set the
          course correction and improvise on the infrastructural facilities that the
          destination has to offer. This is also because although there is huge
          potential in the product (India Destination), and good infrastructure
          often serves as an impetus to delivery of a great destination
          experience.


     •    Diversify – express need of diversification, TAJ is a singular element
          that comes across in communication, primary element of attraction etc.
          However there is much more that India as a destination can offer and
          therefore the need of the hour is to highlight those elements of
          vacation, customize the communication strategies around the same,
          study the various travelers segment in detail and then target them with
          specifically designed product and communication strategies to suit the
          palette of various segments of travelers, as identified.


     •    Organizational Structure – more autonomy is demanded to function
          effectively at the NTO level. The govt. way of working often is not
          appreciated by the tourism offices. For instance – often the
          assignment to be delivered by a vendor is decided on low cost basis
          (Tender approach); at times this means sacrifice on the quality of
          work, which further impedes the overall working of the NTOs.




                                                115    ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                 Ministry of Tourism, Govt. of India




            CHAPTER 8: SUMMARY OF
     METHODOLOGY AND FINDINGS




                                                116   ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                  Ministry of Tourism, Govt. of India




8.1 SUMMARY – Gallup Study of Key Overseas Markets



         8.1.1 Gallup Study – Methodology


         The scope of the study included interviews amongst travelers and trade
segment conducted during the two month period of October-November 2006.
It covered 13 source markets spread over Asia, Australia, Europe, Middle
East and North America. Two techniques of data collection were used in the
Gallup study.
              1. Computer-Aided Telephonic Interviews (CATI)
              2. ‘In-Person Interview’ - the interviews were done by the
                   professional interviewers who went and visited the respondent
                   in-person to gather his / her feedback.




         8.1.2 Gallup Study – Sample


         In all, a total of 602 Trade Partners, 8295 Travelers and 518 Recent
Travelers were interviewed. For the Recent Travelers segment, the data
collection was done at international airports in the following locations:
Mumbai, New Delhi, Bangalore, Hyderabad and Chennai.




                                                117    ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                 Ministry of Tourism, Govt. of India



         8.2 Gallup Study – Summary of Findings


         Findings from the primary research and interviews with the National
Tourism Offices have been summarized below.


       I. TRADE PARTNERS SEGMENT


         In the Trade Partners segment, covered as a part of the study, the
sentiment about India as a destination has been fairly upbeat. Within the
Trade Partners segment, there were three broad sub-segments namely,
Small Sized Tour Operators (tour operators who have dealt with less than or
equal to 100 international travelers in the last 12 months), the Mid-sized Tour
Operators (tour operators who have dealt with more than 100 but less than or
equal to 1000 international travelers in the last 12 months), and the Large
scaled tour operators (tour operators who have dealt with more than 1000
international travelers in the last 12 months).


         8.2.1 India as a destination

         •   About 3/5th of the
             Trade            partners
             have indicated that
             interest      levels      in
             India          as         a
             destination            has
             increased in the last
             two years, in their
             respective          source
             markets
         •   Close to 90% mentioned that experience of past travelers who
             visited India, met (53%)or exceeded (34%) their expectations
         •   Thailand and India figure in the Top 5 popular destinations,
             across source markets. The other destinations that find mention
             are European destinations, US and Caribbean.

                                                118   ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                 Ministry of Tourism, Govt. of India



         •   With regards to popularity amongst the Asian destinations, India
             (32%) is ahead of Singapore (23%) and Hong Kong (23%), but
             ranks 3rd after Thailand (63%) and Mainland China (41%).
         •   Thailand and India, along with Mainland China are seen as
             destinations that have increased in popularity in the last two years.
         •   India is seen as the No. 1 popular destination amongst the Mid-
             sized trade operators, but doesn’t find favour amongst the
             Large-scale operators.
         •   As per the Trade partners segment, the aspects that attract visitors
             to India are namely:-
                  o Cultural Diversity (56%)
                  o Plenty to See (19%), and
                  o Religious places and Heritage (19%)
         •   As per the Trade Partners, travelers mention TAJ (67%) as the
             most popular attraction of India, with other competing attractions
             such as Beaches of India (26%), Palaces of Jaipur (24%) falling far
             behind.
         •   Trade Partners, who have been in business for 1 to 5 years,
             mention of India, as a clear favorite amongst travelers (54%).
             About 86% of these Trade partners also highlight that the interest
             levels about India as a tourist destination have increased in the last
             two years.
         •   As per the Trade Partners, destinations that have been facing the
             turmoil of terrorism, poor development indicators and political
             conflicts, namely, Indonesia (19%), Middle East (14%) and Africa
             (12%); have reduced in popularity in the last two years. India (2%)
             finds a much lower mention.




                                                119   ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                  Ministry of Tourism, Govt. of India



         8.2.2 Perceived Challenges


             According to the Trade Partners Segment, the knowledge level of
         intending traveler public of India is weak. Only about 25% of travelers
         know a lot about India. In addition to the above, there are other
         distinct challenges for the Trade in marketing India as a destination,
         namely:-


         •   Perceived lack of information around:
                  o Products / places to see
                  o Transportation/traveling
                  o Rules, Laws and Regulations
                  o Hotel and accommodation
                  o Prices and associated travel costs
         •   Destination issues such as cleanliness/hygiene, safety/security and
             transportation problems
         •   Perceived lack of promotional support


         8.2.3 India Tourism offices


                  According to 60% of the Trade partners, India Tourism Office
         plays a ‘significant’ role in their dealing with India as a tourist
         destination, although when compared to competing destinations like
         Thailand (75%) and Malaysia (74%) the scores for India are lower.
         The distinct expectation that this segment has of India Tourism offices
         are around:


         •   Offering more support around promotional materials and campaigns
         •   Increase of communication to potential visitors
         •   Increase in marketing support
         •   Increase in new product offerings
         •   Holding symposiums and seminars for trade




                                                120   ©   THE GALLUP ORGANIZATION
Evaluation Study in Selected Overseas Markets                        Ministry of Tourism, Govt. of India




      II. REGIONAL DIRECTORS


         The Regional directors, of India Tourism Overseas office, who were
covered as a part of the study, mentioned that the growth rates in their
respective regions have been healthy and the mood is upbeat about India,
with increasing interest levels.                They shared the opinion that India as a
destination has a distinct image, more around – Culture and Diversity, with no
real distinct competition.


         8.3.1 Structure of India Tourism Offices


         This segment had mixed comments with respect to the current India
Tourism office structure. They felt that the existing structure:-


         •   was not too different from other NTOs
         •   was lacking professional marketing perspective, owing to emphasis
             being laid on ‘tendering process’
         •   had concerns around vacancies not being filled up urgently
         •   was fairly autonomous
         •   needs to be more supportive, with respect to: ad-hoc requests and
             servicing, and support (e.g. tickets for trade and key opinion
             makers).


         8.3.2 Challenges in marketing India


         In the minds of Regional Directors, some of the challenges in
marketing India as a destination were as follows:


         •   lack of direct connectivity (by air)
         •   lack of hotel rooms and associated prices
         •   lack of support from Indian Tour operators
         •   lack of products


                                                  121        ©   THE GALLUP ORGANIZATION
       Evaluation Study in Selected Overseas Markets                                               Ministry of Tourism, Govt. of India



                  •     lack of support for sending travel agents on ‘familiarization trips’ to
                        India
                  •     lack of local staff


              III. POTENTIAL TRAVELERS


                  Amongst the potential traveler segment, covered across the 13
       source markets, the mood with respect to both ‘travel’ and India as a
       destination was upbeat.


                  8.4.1 Outbound travel *


                  •     Future travel intention is high, averaging 50% amongst the target
                        population across source markets. This is an increase of around
                        10% over the past vacation travel in the last two years.
                  •     Interest in Asia is again high averaging 20% across source markets.
                        And, interest in traveling to India is around 7%.
                  •     Preference for Asian destinations improves significantly at an aided
                        level (from around 10%, at Spontaneous levels, it goes up to
                        around 35%, when Aided).
                  •     Among Asian destinations, it is Thailand (37%), Mainland China
                        (31%) and Japan (31%) which are the top three destinations for
                        future travel, followed by India (29%) in the fourth position.
                  •     As compared to other sources of awareness for India as a tourist
                        destination, ‘Word-of-mouth’ (49% at spontaneous level, goes up
                        to 72% when aided) happens to be the prime source.
                  •     Website of Government of India, (1% at spontaneous level, goes up
                        to 13% when aided) finds mention at lower level.




* Outbound Travel – Outbound Travel here implies travel outside of the respondent’s region. For instance – for a respondent of
Germany, Outbound Travel would mean, travel outside of Europe.


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         8.4.2 Image


         •   Amongst Asian destinations, India has a distinct image, with strong
             associations on
                  o Palaces and Royal retreats
                  o Place of religious interest
                  o Yoga, Ayurveda and Meditation
                  o Heritage and Artifacts, and
                  o Medical Treatment


         8.4.3 Communication


         Advertising, which is a key catalyst to create interest in India as a
destination, has been able to communicate the message of India as a unique
destination steeped in history and showcasing diversity. The awareness level
of India advertising is a healthy 40% at aided level, which is in line with the
trend observed for most Asian destinations. Taj Mahal is the predominant
element recalled by the traveler segment, which is also true for the recent
travelers (covered as a part of the study) to India.


         The following observations of the Travelers segment were also
         concurred by the Regional directors:


         •   the communication has been successful in creating interest in India
         •   there has been a unifying effort for communication across the globe
         •   though it could be supplemented locally (through TV, Press and
             events)


         In terms of creating interest in India as a destination, around 44% of
the travelers say that the ad made them somewhat/more likely to visit India in
the next two years.




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     IV. RECENT TRAVELERS


         The inherent potential for India as a tourist destination is evinced by the
feedback from recent travelers to India.


         •   97% of them mentioned that their experience with India as a
             destination either met or exceeded their expectations, which is
             very encouraging.
         •   The key highlights were – warm and friendly people (50%), cultural
             diversity (46%) and plenty to see and do (45%).
         •   Unlike the intending traveler segment, where recall and association
             with India was primarily around Taj, here the experiences were
             more varied – Goa (45%), Kerala (32%), Kulu / Manali (23%),
             Haridwar / Rishikesh (29%), etc across multiple visits
         •   Future likelihood to travel return to India at 98%, is very high.


         Thus, there certainly exists a distinct opportunity for India as a tourist
destination, which is highlighted by the overwhelmingly positive experience
of the recent travelers.




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                                  CHAPTER 9:
                             WAY FORWARD




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           To leverage this opportunity, a multi-pronged strategy needs to be
adopted, building upon two broad pillars:-




                                        OVERALL STRATEGY




                      A) NATIONAL                                  B) COMMUNICATION
                    TOURISM OFFICES




           NATIONAL TOURISM OFFICES

           The marketing of inbound tourism by NTOs necessitates staff at both
head office and the offices abroad. As with the other destinations,
increasingly, the presence of India Tourism offices in key source markets is
critical to drive interest in India as a Tourist destination, by understanding the
local pulse and offering customized support and communication to address
the needs of that market.


           According to the WTO report on Structures and Budgets of NTOs25
although there are minor differences between NTOs, their structures are more
or less similar. The differences that exist between countries can be explained
by the variations in their marketing policies. For e.g. centralization of tasks at
head office may limit the number of staff needed abroad and vice-versa.


           A difference in strategy that necessitates a physical presence in foreign
markets also influences the staffing levels of offices abroad. Whereas India
has 13 Tourism offices abroad, competing destinations like Malaysia has 30




25
     Structures and Budgets of National Tourism Organizations: UNWTO (2004-05)

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offices (excluding 16 marketing representations) and Thailand 18 offices
(excluding 21 marketing representations)26.

           The challenge for India, as with other Asian destinations, is that in most
long-haul source markets, though there is latent need / interest in the
destination, it is not immediate.               Here the role of the Tourism offices is critical
in terms of sustaining interest and increasing the relevance, through
increased activity in key markets.


           In order to exploit the opportunities that lay ahead of India as a
destination, some of the options that need to be explored are:


           Strengthening Presence


           •   In the long-haul source markets, like UK which is very upbeat about
               India, strengthen our Tourism offices thereby elevating our
               promotional and marketing activities
           •   With forecast of increased inflows into South Asia, exploit the same
               by expanding our presence to markets which increasingly contribute
               to the global traffic and where we have limited or no presence,
               namely,      Mainland        China,        Spain,   Russia,       South       America
               Scandinavian Nations and the like.
           •   With the increased economic growth rates in South Asia,
               expectedly there is a corresponding increase in intra-regional traffic.
               In case of Thailand, wherein the share of inbound tourism from the
               region from the various intra-regional markets is: Malaysia (12%),
               Japan (10%), China (7%), Korea (8%) and Hong Kong (6%); the
               allocation of budgets for these markets account for 30% of the
               total27. Thus, India should also follow similar approach. India needs
               to allocate sufficient budget and strengthen its presence of Tourism
               Offices in markets like Mainland China, Thailand, Malaysia and
               Korea.


26
     Structures and Budgets of National Tourism Organizations: UNWTO (2004-05) (Refer Annexures:1)
27
     Structures and Budgets of National Tourism Organizations: UNWTO (2004-05) (Refer Annexure:3)

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         Structure and Staffing issues


         •   According to WTO report on Structures of NTOs, there is limited
             variability across NTOs, more on account of difference in marketing
             strategy.
         •   Appreciating the task at hand, there is a distinct need to increase
             the marketing orientation of the Tourism offices coupled with
             heightened interactions with industry professionals and trade and
             increased promotional activity. Such an effort has implications on
             staffing requirements, namely those who have experience and
             technical expertise in tourism marketing and associated industries
             and having expertise to structure packages, promote and market
             them and continuously interact with the trade bodies.
             These roles require dedicated and full-time resources to further
             India’s presence in source markets.
         •   Staffing in the India Tourism offices could as well have more local
             representation. Their familiarity with the local context makes them
             better suited for the role.
         •   Filling up of vacancies, which are at times open for extended
             periods of time, should be addressed with urgency.


             As seen with other NTOs, there is increased relationship with
         private sector, either at formal, contractual or informal level.             This
         needs to be explored by India Tourism offices either for staffing
         requirements or partnering on marketing activities, which will further a
         professional approach.


         Trade Interaction


         In addition, India Tourism offices need to actively support and partner
with Trade, in terms of creating and sustaining interest in India as a




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destination. On this front, the two requirements of the Tourism offices are on
promotional front and also on product offerings.


         The challenge for India Tourism offices is that there is limited
interaction with the ‘large’ operator segment, although the significance of the
role that the tourism offices play in the Trade Partner’s dealing with India as a
tourist destination is high. Along with that the geographical spread of the
tourism offices is limited when compared to the competing destinations like
Malaysia and Thailand. It is this segment of large operators, which is critical
to drive volumes and tip the tide in India’s favor. Here the following activities
are required:


         •   Dedicated service teams and regular interactions
         •   Development of customized products for each market
         •   Increased communication to traveling public, in conjunction with the
             large operators, and
         •   Exposing the frontline staff at these operators to various products,
             by taking them on ‘familiarization trips’ to India, as done by other
             regional destinations like Thailand and Malaysia. This will enable
             them to better market India as a destination, on account of their first
             hand experience. In the event, that the aforementioned is being
             addressed, efforts need to be made to measure and manage the
             impact and efficacy of the same.


    These initiatives need to be supplemented with more support at the back-
end, both with respect to policy decisions and servicing.


         COMMUNICATION


         The communication has been successful in terms of reinforcing
existing perceptions, in terms of India being unique, steeped in history and
diversity.




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         The reach of the ad can be enhanced by adopting a more creative
approach to the media mix, and further augmenting with local communication
initiatives.


         •     Though      Press      and       TV     advertising    finds   larger     mentions,
               International channels need to be supported by presence in Local
               TV stations.
         •     Finally, outdoor media, along with events could be used as a
               reminder media to maximize on the global campaign.


         In terms of content:


               •   There is a distinct need to focus and elaborate on the ‘Plenty to
                   see and do’ dimension, as this would increase the relevance of
                   India as a destination and go beyond ‘Taj’, which expectedly, is
                   the only distinct strong association with India, amongst the
                   travelers.
               •   Also, the ‘varied’ experience of the recent travelers, which
                   furthers this proposition, should manifest in the communication.
                   Such an approach will help in impacting disposition to travel to
                   India, which with respect to the current communication is
                   debatable.


         WEBSITE - Increasingly Internet is becoming a more important
medium for the travelers segment. Internet as a source of awareness of India
destination and also as a source of awareness for India advertising finds
limited mention. More importantly, Indian Govt. website doesn’t find
substantial mention which needs to be addressed. Here the following activities
are required:
         •     Linking our website to various web search engines and further its
               utility by making it more interactive and relevant to the target.




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         •   In addition to increasing awareness of the website, this media can
             be leveraged to address some of the existing communication
             related issues around:-
                  o Places of interest, which currently is an area of focus for
                       communication.           Here    associated    information        around,
                       historical information about the place, how to get there,
                       places to stay and the like, could be enhanced.
         •   With the current limitation on the experience with tour operators in
             India and also most of the travelers planning trips on their own, an
             interactive component allowing for travel arrangements, planning
             and scheduling for the proposed trip will further the relevance of the
             website.
         •   And finally, providing link of ‘Incredible India’ website to other
             commonly used travel sites will further the incidence of access.


         Apart from India Tourism offices and Communication, there are other
destination challenges that require to be addressed. Some of these are
infrastructural issues such as – hotel room availability and associated pricing.
Some of the other mentions which increasingly will play a critical role and
warrant attention are – Cleanliness & Hygiene and Safety & Security issues.
                                                       --




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                                                ANNEXURES




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Evaluation Study in Selected Overseas Markets                     Ministry of Tourism, Govt. of India

  NTO offices and representations abroad – Annexure 1




         Source: Structures and Budgets of National Tourism Organizations: UNWTO (2004-05)




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 NTO staff (expressed in Full-Time Employees – FTEs) – Annexure 2
         Source: Structures and Budgets of National Tourism Organizations: UNWTO (2004-05)




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        Thailand – Tourism Authority of Thailand (TAT) – Annexure 3




         Source: Structures and Budgets of National Tourism Organizations: UNWTO (2004-05)


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