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Tourism in India is the largest service industry, with a

contribution of 6.23% to the national GDP and 8.78% of the
total employment in India. India witnesses more than 5 million
annual foreign tourist arrivals and 562 million domestic tourism
visits The tourism industry in India generated about US$100
billion in 2008 and that is expected to increase to US$275.5
billion by 2018 at a 9.4% annual growth rate. In the year 2009,
5.11 million foreign tourists visited India. Majority of foreign
tourists come from USA and UK. Rajasthan (Land of Kings-,
Tamil Nadu, Maharashtra, Delhi and Uttar Pradesh were the top
four states to receive inbound tourists. Domestic tourism in the
same year was massive at 650 million. Andhra Pradesh, Uttar
Pradesh and Tamil Nadu received the big share of these visitors.
Ministry of Tourism is the nodal agency to formulate national
policies and programmes for the development and promotion of
tourism. In the process, the Ministry consults and collaborates
with other stakeholders in the sector including various Central
Ministries/agencies, the State Governments/ union Territories
and the representatives of the private sector. Concerted efforts
are being made to promote new forms of tourism such as rural,
cruise, medical and eco-tourism. The Ministry of Tourism is the
nodal agency for the development and promotion of tourism in
India and maintains the Incredible India campaign.
According to World Travel and Tourism Council, India will be a
tourism hotspot from 2009±2018, having the highest 10-year
growth potential. The Travel & Tourism Competitiveness Report
2007 ranked tourism in India 6th in terms of price
competitiveness and 39th in terms of safety and security.
Despite short- and medium-term setbacks, such as shortage of
hotel rooms, tourism revenues are expected to surge by 42%
from 2007 to 2017. India's 5,000 years of history, its length,
breadth and the variety of geographic features make its tourism
basket large and varied. It presents heritage and cultural tourism
along with medical, business and sports tourism. India has a
growing medical tourism sector. The 2010 Commonwealth
Games in Delhi are expected to significantly boost tourism in
India.
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he challenge was to change this perspective and ensure that
the tourism industry in India realises its true growth potential.

 
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The one line brief from the Ministry of Tourism to the agency
was ³We¶ve lost touch with the hospitality that we were famous
for. Now it¶s time that we make an effort to make it part of us
again.´

The key objective of the campaign, therefore, was awareness

leading to a behavioural shift² sensitising people to the need to
behave responsibly towards tourists, national monuments and
our rich heritage and culture.

The objectives of the survey are as follows-

0 . To list all the establishments providing accommodation in
and around Corbett
National Park.
0
 To identify the number and types of rooms available.
0. To find out various services and facilities provided by these
establishments.
0. To identify various activities undertaken by these
establishments.
0. To find out the status of vehicular use by their establishment.
0. To find out the sources of energy used by these
establishments.
0. To find out the sources of water supply used by these
establishments.
0. To find out the sources of purchasing consumables and
durables for their establishments.
0  To identify the waste disposal methods used by these
establishments.
0. To find out the employment generation for the locals.
. To identify their contribution towards environment and
community.

 To assess the impact of these establishments on wild life and
eco system of theNational Park.
The task was to associate Mc Dowell as a socially responsible
corporate. The message to be communicated was simple and one
that has been spoken about for eons ± Don¶t drink and drive.
The difficulty was to say it in a way which would drive it home
in a way never done before.




Driving the audience to be part of a drive to make India tourist
and tourism friendly by reconnecting the TG with a prominent
part of Indian Culture²Guest is God
å



 

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The arrived at the big idea by juxtaposing the core of the

medium (internet- and our culture:

Interactivity and Hospitality Given the objective of awareness

and behavioural change, it was imperative that they µinvolve¶ the
consumer and not just µbroadcast¶ the message to him/her. Guest
is God is a prominent part of the Indian culture. This was
translated into the tag line of the brand campaign
tithi Devo
Bhava (Guest is God)

As an agency, they believed it was the best route because

{? - Its part of the culture and therefore there is some amount

of inherent acceptance

{? - Imbibing the concept would ensure higher empathy and a

more responsible behaviour towards the tourists

{? - This would also prompt them to take care of their µhome¶

that the guest is visiting²their monuments and tourist
destinations
Aamir Khan was roped in as the brand ambassador for the
campaign. This added further impetus and mass appeal to the
activity.

  

 

After a detailed agency research, they managed to figure that the
key audience where the need was to drive a behavioural change
is the youth. This was because the incidence of graffiti on
monuments, eve teasing, molestation etc. was highest in the age
group of 18±30 years. Having zeroed down on this TG, They
then looked at the activities that this audience is involved in the
digital space.

In line with the audience media consumption, they looked at e-

mails, social networks, blogs, entertainment sites, community
websites, and technology and travel genres for spreading our
message. At the heart of the activity was an eye-catching yet
simple micro site that hosted an interactive forum, especially
developed to empower the audience to contribute their ideas on
how to tackle graffiti and tourist molestation. The brand
ambassador, Aamir Khan, was the spokesperson on the website
as well. The website also provided ideas and how to tips to the
audience on how to be more responsible both, to the tourists as
well as the tourism destinations.
To drive awareness about the campaign and traffic to this
website, the agency conceptualised a Pan India campaign,
comprising engaging interactive banners. The engaging banner
ads asked viewers to write a love message for their beloved on
India¶s magnificent monuments (The Taj, Jantar Mantar, Sanchi
Stupa, and Gateway of India-. When the user tried to do so with
a mouse, the monument dodged the pencil²this was followed
by a message from Aamir telling the user to protect the
monument.

The campaign ran on over 2,600 youth-centric websites

including Orkut, YouTube, MusicIndiaOnline and Gmail. These
sites were shortlisted, keeping in mind the above media
consumption habits of the TG and were shortlisted on the basis
of three key factors²reach of the website (measured in absolute
numbers-, audience skew (share of our target audience in the
overall traffic on the website across audiences- and site
stickiness (time spent by the audience on the website-. Given the
audience and their consumption of the internet medium, social
media and search played a crucial role in the overall campaign.
They extended the core creative idea into Emailers, Desktop
Calendars, Google Text Ads and press releases, all of which
struck a deep chord with the youth.?
 Œ

?

The Service Industry has been experiencing rapid economic

growth over the last few decades.
So much so that services account
for a significant share of gross
domestic product in nearly all
industrialized and developing
countries, as well as being an
increasingly important source of
employment in these economies.
The Service Industry offers new
employment and indeed the
biggest employment opportunities
today. Such growth embracing
Service Industry is as diverse as from Travel and Tourism,
Hospitality, Aviation, Telecommunications, IT & IT enabled
services, Financial Services, Media & Entertainment, Leisure &
Recreation, Marketing and Advertising, Professional and
Business Services, Conferences and Events, R&D Services,
Beauty & Healthcare, Retail and Distribution, Transportation &
Logistics, Real Estate and many more service sectors segments.
In India, Service Industry, which is rapidly developing ans
becoming a dominant contributor to the nation¶s GDP offers
now a plethora of career growth opportunities in Service
industry.
Functions & Activities


 !" ITFT has its

own research & consultancy centre for preparing project reports,
carrying out surveys, and for rendering professional and
technical services.

#$%# " ITFT prepares

professionals of calibre to meet the ever growing needs of
human resource in the Tourism, Hospitality, Airlines
Management, Business Management, Sales & Marketing,
Information Technology and Events Management disciplines
keeping in view the domestic and global competitive
environment.

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&
&" ITFT has a transformative agenda

of shaping the destiny of youth for emerging knowledge-based
society. It builds a "Bridge from College to Careers" in the form
of courses imparting actionable knowledge leading to rewarding
careers. Building strong relationships often requires the ability
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%* experts, entrepreneurs, visionaries,
businessmen, scholars, educationists, writers and authors,
besides trade, commercial, educational and cultural
organisations in countries where they are settled and the
domestic corporate which shall serve as a conduit for promoting
the Service Industry and overall cross - cultural relations. ITFT
also maintains a data bank of more than 20 thousand NRIs
spread throughout the world and actively works for promoting
tourism with NRIs help.

) & * ) " On

grounds of merit, ITFT-Chandigarh has been selected by the
Ministry of Rural Development, Govt of India for training of
unemployed educated youth and their subsequent placement. So
far, ITFT has already trained over 5000 youth and got them
suitably placed.

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   *&#*) 

*
# " ITFT has been
instrumental in setting up Asia¶s first Forum of Educators &
Scholars of Tourism (FEAST-ASIA- providing a common
platform for national and international academicians, scholars,
researchers, HR managers, visionaries, diplomats, govt officials,
eminent persons from the industry to deliberate and develop
strategies for developing quality human resource for the
Services Sector, particularly for Tourism, Hospitality, Aviation
and MICE Industry in Asia. FEAST provides an opportunity for
Industry ± Academia Interace.

*$ Œ# " ITFT is the

first institution in the entire South Asian region to introduce
Postgraduate Programme in Conferences and Events
Management with hundred per cent placement of its students in
the industry.

& 
) Œ#  ITFT is

also the first institution in the entire Northern India to have
introduced one-year Postgraduate Programme on Future in
Business Management (PGFBM- based on future growth and
development, equipping business people, scholars, policy
makers, with the aim to explore the future of business scenario
including travel & tourism.

1
#" ITFT is the only educational institute in North

India (from Jammu & Kashmir till Delhi- to have introduced
Information Technology in its curriculum of Travel & Tourism
with every student required to learn the basics of e-tourism.

*45 # "

Director General Resettlement, Ministry of Defence, Govt. of
India has also empanelled ITFT to conduct resettlement courses
for the retiring/reitred defence personnel on their behalf.
 ) !*
$
#" ITFT is the
member and a nodal agency in northern India of all tourism &
hospitality organisations like TAAI (Travel Agents Association
of India-, IATO (Indian Association of Tour Operators-, ATOA
(Adventure Tour Operators Association of India-, DTOA
(Domestic Tour Operators Association of India-, FHRAI
(Federation of Hotel & Restaurants Association of India-, etc.

 
#" ITFT has also taken a pioneering step in

promoting Health Tourism based on Indian Systems of
Medicines and thus opening new avenues of career opportunities
for the youth.

4# " ITFT has strong national and regional linkages

with the tourism trade, corporate, multinational companies and
the media both electronic and print media. ITFT students handle
protocol, ushering, guest management and media management
services at various national and international events. They are
also made to undertake two months on-the-job training at the
end of their course. Most of the students get absorbed in the
industry during their on-the-job training and through campus
interviews, which are regularly arranged.

c1  ITFT has its well-equipped

resource centre with books, journals, magazines, project reports,
video & audio cassettes, films, CDs on tourism, management,
sales & marketing, customer care, personality grooming,
communicative skills, computers, NRIs, health tourism,
environment protection, rural tourism, trade and other related
areas of study& other facilities for study and research
 6 7
Œ

First of all, On behalf of the UPTEC lko, we wish to

Extend our heartfelt gratitude to Œs Shushma verma, faculty of
BBA, UPTEC who has given us the privilege to work upon this
project and also enlightening with the knowledge of Incredible
India.
Government of India for giving the opportunity to the institute to
conduct the audit/ survey of hotels, lodges, resorts, camps lko.
We take this opportunity to convey our sincere thanks to centre
manager Mr. R.K.Jaiswal UPTEC.
Now in the end I would like to thank to our parents for their
contribution and moral support throughout my project. They
have supported us in all our possible needs. I would also like to
thank to my friends and neighbors for providing us with the all
possible values.
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