Travel and Tourism in India - Focus on Innovation and Customer Experience

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Case Details:

Case Code : BREP013
Case Length : 14 Pages
Period : 1995-2004
Pub Date : 2004
Teaching Note :Not Available
Organization : -
Industry : Travel and Tourism
Countries : India

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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"A complete digital experience will be created on-line to meet the requirements of travellers. Banners will also be displayed on all leading travel portals. And we soon plan to have a one stop travel shop on our website. Focus will be on all facets of travel like leisure, pilgrim, adventure and business."1

- Ministry of Tourism, Government of India, November 2002.

"We have been promoting health tourism as one of our niche tourism products. Although traditionally Ayurveda was there, but healthcare has also gained lot of ground with India offering better facilities at a reasonable cost."2

- Rathi Vinay Jha, Secretary, Ministry of Tourism, Government of India, December 2003.

"States are busy extending Brand India to a niche, exclusive, hi-end trajectory — from Goa developing itself into a business destination to Chhattisgarh aiming to become an eco-tourist's delight; from Gujarat, Karnataka and Maharashtra targeting the upper-end tourist for their luxury trains to Andhra Pradesh using IT to market its destinations."3

- A Financial Express Article, February 2004.

India on a Growth Path

In early 2004, the media was abuzz with reports of India's phenomenal growth across various industrial and service sectors. The country had witnessed a GDP growth of 8.9% for the third quarter in the fiscal year 2003-04 and its forex reserves were more than $100 billion (bn) by the end of 2003. According to many analysts, India was indeed on a fast development track and if it could sustain the rate of growth, it might emerge as the world's 3rd largest economy after the US and China in around three decades. The Government of India's (GOI) liberalization and privatisation policies since 1991, the information technology (IT) revolution, the increasing talent pool and most importantly, the focus on innovation, were the major factors that contributed to this economic growth.

According to analysts, India was the source of several innovations by the turn of the 20th century. India experienced rapid growth across many industries such as banking, healthcare, telecommunications, agribusiness, pharmaceuticals, manufacturing, IT, retailing and the States'administrative services, thanks to many successful innovations.

While the changes at the industrial and service sector levels were aimed at creating the best value/experience for end customers, those at government institutions were intended at ensuring economic growth and ready availability of administrative services. Travel and Tourism was one of the major service sectors that benefited from GOI's initiatives.

Since the mid 1990s, the Tourism Ministry at the centre focused on branding India as one of the world's hottest tourist destinations, through campaigns such as "Eternally Yours" and "Incredible India." The State Tourism Ministries came up with their own campaigns to brand their respective states.

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1] "Incredible India,", November 05, 2002.

2] "Indian Tourism Riding Post 9-11 Boom,", December 19, 2003.

3] "India Tourism Shining,", February 28, 2004.


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