Escolar Documentos
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April 2011
Introduction
With its extraordinary history and culture, Rajasthan holds a prominent position within Indias tourism industry. In the region, Jaipur has always been a major tourist destination with its many prized cultural assets. However, the economic boom India is witnessing is dramatically reshaping the tourism landscape, from the arrival of international hotel chains to the development of new transport infrastructure, new challenges and opportunities are confronting the domestic tourism industry. This report displays the results of the Jaipur International Tourist Survey 2011. It is based on over 100 extensive face-to-face interviews Kanvic conducted with international tourists across the city. This report is intended to form a sound basis for all the stakeholders in Jaipurs tourism industry to improve service delivery and increase revenues through a better understanding of the expectations of international tourists.
2
Understanding the behaviour and preferences of international tourists is important for the key stake-holders in Jaipurs tourism industry
Government
Hotels
Key stakeholders
Retailers
Contents
2 3
Key findings
Survey results
4 5
Methodology
4
Annual international tourist arrivals in India and the foreign exchange earnings they contribute
64578
17%
8.6%
39025 44360
50730
54960
28.2%
46.2%
46
52
54
51
56
2007
2008
2009
2010
Number of International Tourist Arrivals (lakhs) Foreign Exchange Earnings from tourism (Rs. Crore)
The tourism industry is the largest service industry in India, contributing 8.6% to the national GDP.
In 2010, Indias tourism industry bounced back from the global economic crisis with around 56 lakhs of foreign tourists visiting the country.
Rajasthan attracts approximately one quarter of all arrivals in India but as international tourists become increasingly aware of other regions it has faced tougher competition
International Tourists Arrivals (Lakhs)
28
26
27
28
22
23
52 40 46
54 51
56
11 2005
12 2006
14 2007 Rajasthan
15 2008 India
11 2009
13 2010
27
33
36
27
27
31
14 11 12
15 11
13
3 2005
4 2006
5 2007 Jaipur
4 2008
3 2009
4 2010
As a city in the Golden Triangle, and with its extraordinary culture a n d h i s t o r y, J a i p u r holds a prominent position in Rajasthan, attracting more than one in three of the international tourists visiting the region.
Rajasthan
Contents
2 3
Key findings
Survey results
4 5
Methodology
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Almost 60% international tourists come from Europe and spend over $200 in Jaipur during an average stay of 2.8 days
1 2 3
Almost 60% of international tourists come from Europe. France and the United Kingdom are the major contributing countries.
The average stay of international tourists is 28.7 days in India and 2.8 days in Jaipur.
The average spend of an international tourist is US $2,118 in India and $207 in Jaipur.
Textiles, handicrafts and jewelry are the major shopping draws for international tourists in Jaipur
Textiles, handicraft and jewelry are the major shopping draws for international tourists.
The majority of international tourists stay in 3 star and guest house accommodation
Price is the most important criteria in choosing a hotel. It is followed by location and cleanliness.
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Contents
2 3
Key findings
Survey results
4 5
Methodology
11
8% 1% 11% New Delhi airport Mumbai airport Other airport Not arrived by plane
80%
With its airport capturing 80% of the arrivals of international tourists visiting Jaipur, Delhi clearly constitutes a strategic advertisement area for stakeholders of the tourism industry. New Delhi airport, main railway stations, ISBT, Bikaner House bus station, and Delhi-Jaipur highways should be highly considered to promote the unique experience offered in Jaipur.
Source: Jaipur International Tourist Survey 2011 12
Guide books, internet, and friends and relatives are the main sources of information used by an international tourist when planning their trip to Jaipur
Guide books
70
Internet
47
A strong presence in guide books appears to be a prerequisite for success as more than two thirds of the international tourist surveyed declared using them when planning their trip.
42
24
Brochures
Magazines
13
Foreign tourists tend to make an extended stay in India generating high revenues for the tourism industry
18%
16%
12%
18%
2 to 3 weeks 4 to 5 weeks
25 - 49 100 - 199
14
Tourists stay on average almost 3 days in Jaipur, and spend around $207 in the city
Location
India
28.7
2,118
Jaipur
2.8
207
With such a short average stay, stakeholders must make every effort to increase the visibility of their services if they are to tap into this market.
15
On an average, accommodation represents one third of an international tourists total budget. Food and beverages, and transports represent each around 20% of their expenditures.
21% 19%
16
The majority of international tourists stay in cheaper accommodation and make their booking independently, either with the hotel or via the internet
4% 3% 26%
16% 31%
7%
38%
Travel Agencies Tour Operators Directly with the hotel Internet At the station Other
17
Price, location, and cleanliness are the top three factors influencing international tourists choice of hotel
65
Whilst hotel brands do not feature prominently in the decision making of international tourists, the arrival of major chains like Marriott in Jaipur is likely to alter their preferences.
18
Almost half of all transport bookings are made through travel agents and tour operators while internet bookings remain relatively low
8% 12% 38% 8% 2%
Over one third of international tourists book their transport with the travel agent. 25% tourists even go directly to the station and book on the spot. There is a clear lack of internet booking facilities for local travel.
25%
7%
It is very difficult to book travel online for international tourists due to the lack of payment options.
19
The citys cultural sites are the overwhelming attraction for foreign tourists while its shopping opportunities feature strongly
97
There is an absence of evening entertainment that could increase tourist expenditure in the city and create a more diverse experience. Developing leisure and entertainment activities could be a way for Jaipur to differentiate from other cities in Rajasthan.
20
Textiles are the favoured purchase of international tourists, with handicrafts and jewelry also being popular
Textiles
44
Handicraft
22
Jewelry/Gems
21
Food/Spices
18
Despite Jaipurs reputation as a centre for the gem and jewelry trade, textiles are by far the most common purchase for international tourists reflecting their quality, price and ease of transporting on multi-city tours .
Carpets
Others
21
While international tourists consider Jaipur safe and people friendly, they also find it crowded, noisy and dirty
International tourist perceptions of different aspects of their experience, n = 107
Goods restaurants are available Prices are expensive It has a pleasant weather People are friendly It is a safe place It is easy to move inside the city It is a polluted city It is too crowded It is a noisy city It is a dirty city 10 9
23 11 21 20 21 12 21 38 26 22 46
37 45 47 63 58 20 41 27 41 36
33 34 22 16 20 21 24 23 26 28 13 12
1 1
1 2 2 2 1 1 7
Totally Agree
Source: Jaipur International Tourist Survey 2011
Agree
Neutral
Disagree
Totally disagree
22
5% 2% 15%
10%
The average grade international tourists gave to their experience visiting Jaipur is 7.67. 96% of foreigners interviewed would recommend to visit Jaipur.
32%
36%
5 8
6 9
7 10
23
Contents
2 3
Key findings
Survey results
4 5
Methodology
24
We have highlighted the main implications from our survey for each of the major stakeholders in Jaipurs tourism industry
Government
Hotels
Retailers
25
Government plays a crucial role in providing infrastructure, enforcing standards and setting the citys tourism strategy
Government
With around 60% of international tourists perceiving Jaipur as dirty and polluted, measures to improve air quality and sanitize public spaces could reap dividends for the citys international appeal. With 74% of respondents describing Jaipur as noisy and 49% as crowded, strategies to improve mobility around the city and to reduce traffic near prime cultural sites would improve the experience of international tourists. With an average stay of only 2.8 days, reducing journey times between Jaipur and other cities in the region could increase the likelihood of a visit as well as extending time spent in the city. This would create increased opportunities for Jaipurs tourism industry to generate extra revenue. As more and more international tourists use the internet as their primary resource for planning and booking their holiday in India, providing online reservation and payment facilities for public transportation and cultural sites should be a priority. With international tourists regularly complaining of being hassled by vendors and touts and being subjected to attempted scams, better enforcement by public authorities could improve the visitor experience.
Hotels
Retailers
26
Hotels will need to adapt to the booking practices of independent travelers and provide a more diverse range of entertainment to attract more international tourists
Government
1 2
With 70% of those surveyed using guide books to plan their trip, having a presence in this go to resource for international tourists is paramount. As only one third of international tourists booking their accommodation via tour agents and operators, an online presence and the ability to book directly over the internet is increasingly important as more visitors plan their trip independently Cleanliness and price are the overriding priorities of international tourists when choosing their accommodation. A location close to the main cultural sites is important given the short length of stay of international tourists. With night time activities barely featuring in our survey, hotels could boost their revenues from international tourists by providing late night dining, drinking and entertainment. With Delhi Airport acting as a gateway for 80% of international tourists that come to Jaipur, the capitals transport hubs, cultural sites and hotels appear to be a strategic place for promoting a stay in Jaipur.
Hotels
3 4
Retailers
5
Travel Agents & Tour Operators
27
The citys bars and restaurants could attract more international tourists
Government
Because guide books are the primary source for planning a stay in Jaipur, a presence in this popular resource is the primary generator of international tourist business for bars and restaurants in the city. With cleanliness a major concern for international tourists, having high hygiene standards and effectively communicating these standards to foreign tourists would be a good way for restaurants to attract international clientele. While the majority of international tourists are content of restaurants in the city, bars and other evening feature in their stay. Increasing the range of evening targeted at the international tourist market could be hospitality sector. with the number activities barely leisure activities lucrative for the
Hotels
3
Retailers
28
Providing products that are suitable to the international traveler and raising the standard of business conduct could boost tourist spending in the city
Government
60% of international tourists list shopping as a major activity during their stay in Jaipur however, it represents only 11% of their average expenditure. It clearly demonstrates that there is room to generate increased revenues from this activity. With a short average stay, the proximity of retailers to prime cultural sites and hotels as well as their presence in guide books are an important factor in generating international tourist revenues. Furthermore, as Jaipur only features as a short part of a wider trip around the region and /or India, goods that are both durable and compact are more likely to capture the interest of international tourists. With some international tourists reporting being subject to attempted scams by retailers, an industry code of conduct with an identifiable logo for participants could attract international tourists to the majority of retailers who comply with ethical business practices.
Hotels
Retailers
29
Local travel agents and tour operators must adapt to withstand increasing competition from the entry of organized players
Government
Hotels
Retailers
With international tourists increasingly booking transport and accommodation through the internet, local tour operators and travel agents will need to increase their online presence. As local travel accounts for almost one third of an international tourists daily budget, travel agents and tour operators will need to ensure that pricing is competitive and communicated clearly. As organized players enter the sector, local travel agents and tour operators will face stiffer competition. Obtaining internationally recognized status such as IATA membership will increase the confidence of international tourists when booking with local agents.
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Contents
2 3
Key findings
Survey results
4 5
Methodology
31
Jaipur
107
Number of tourists interviewed for survey Face to face interviews with International Tourists
Sample
A cross - section of countries all over the world
fdefds
7
Number of Tourists destination covered
Tools
Face to face interviews with International Tourists
32
Respondents had a diverse profile including men and women from various occupations and age groups
Under 20 Above 60
20-40 40-60
Male Female
Age distribution
Gender
Respondents profile
15% 21%
Occupation
5% 12% 44%
Countries
1% 7% 16%
Acknowledgments
Kanvic would like to acknowledge those people who have designed, conducted and carried out the Jaipur International Tourist Survey, as well as written and refined the final report. Special thanks to...
Adele Fondeux
Antonin Benisti
Gehan Wanduragala
Maxime Assedo
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About Kanvic Kanvic is a management consulting firm helping businesses develop winning strategies, drive profitable growth and achieve operational excellence to reap long lasting rewards in fast growing Indian economy. We work with Clevel executives to develop innovative solutions for business challenges of 21st century India by bringing in leading edge management thinking informed by in-depth research and sound analysis.
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