Adventure sports have seen a tremendous progress is the last six to seven years and the near future looks very smart. The government is also doing its tad in order to promote adventure travel and leisure in India. The Indian tourism industry has a whole lot of myriad players who want to latch on the opportunities that beckon in this field of the industry. However the industry and its own players continue to be a house of disorder.
This paper looks into the clear and present opportunity that sits ahead of the Indian Tourism Industry in the form of Experience Travel, and research the various aspects that require to be considered as the investors go out in search for the suitable customers to profit from this multimillion dollar cheque.
INTRODUCTION
"A man cannot discover new oceans unless he has the courage to lose view of the shoreline", were what of the famous French noble laureate Andre Gide and the increasing demand for the experience sports indicates that people have moved into the 21st century with renewed courage to find fun in the thrills of the experience crammed outdoor activities. Thus, it can be seen like leisure tourism, adventure sports is now an intrinsic determinant behind the travel and leisure dynamics.
As a subject for academic examination, tourism can be said has reached a level of relative maturity. A informal review of publications serving the topic area reveals lots that have been in living for over 25 years (e. g. , Tourism Management, Annals of Tourism Research), with the Journal of Travel Research publishing its 45th annual size in 2007. In the same way, the range of journals reveals the diversity of issues considered (e. g. , Tourism Geographies, Tourism Economics, Journal of Sustainable Travel and leisure, and Journal of Travel and Travel and leisure Marketing).
With the apparent relative lack of research in the region of Adventure Sports Tourism, it would be sensible to turn to research in the area of promoting the many disciplines of experience sports activities by integrating it with businesses of tourism management. This research can look into the increasing demand for the adventure athletics, breaking with the cultural and geographical conformism of standard holidays and vacations, and will analyse the prospect of it to touch effectively.
OBJECTIVE
Research in neuro-scientific sports travel and leisure has burgeoned over the last decade. In a report conducted by way of a renowned publication, unsurprisingly, the most studied activity was major event athletics travel and leisure like Olympics, World Cups, etc. (40% of articles), with outdoor and adventure sports tourism (29%) and winter sports and snowboarding (15%) being the other two significant areas. 1 This being a clear indicator of the increasing demand for the experience sports, the objective of this paper will be to study the feasibility of marketing, doing and benefitting from such happenings specifically in India.
This market research will broadly contain two parts which can only help the readers determine the readiness and the viability of the adventure athletics market.
Part-1 talks about the ideas and approaches that might inform an examination of adventure sports in Indian market.
And part-2 will conduct a critical evaluation and the identifying factors of buying this area of business.
"If you are not living on the advantage, you're taking up too much space. "Overall, the audience should after considering an individual perspective can determine the likely success of new product or service ideas.
PART - 1
THE SERVICE
Landscape and topography of India lends itself to variety of Adventure Sports activities. Few people would recognize, due to its unexplored avenues, that India is a location to indulge in numerous trip activities, if not absolutely all. Definition of adventure differs for different person and most sensible thing about adventure travel and leisure in India is that it provides adventure sports which range from soft trip to dynamic and extreme adventure. Soft travels are ideal for family and kids and require hardly any or no skill and experience. Extreme trip in India can be literally and mentally strenuous and require good experience.
The service which has been mentioned here has two aspects to it one being the travel and leisure in India and the other being the experience sports. These two complement the other person in the way that for a person the need for just one of these may often lead to the demand for the other. For e. g. for someone going to Manali, in the Northern part of India for any occasion, a chance stop by at the snow capped Rohtang Move may encourage the trying of skiing which is marketed in the region. Thus it seems sensible to consider both of these aspects individually to obtain a holistic view of the service being provided i. e. Excitement Travel.
TOURISM
Tourism for long has promised to be always a sunrise industry for India. India is blessed with a huge selection of almost everything a successful travel and leisure offer needs - from mountains to waterways to record to religion and culture. The economic and political case for purchases is also politically attractive. Tourism claims an inflow of hard money and at exactly the same time also stimulates goodwill. It creates demand for a number of industries like transports, hotels, handicrafts, entertainment and so forth. With improved travel and leisure in India the overall standard of living will improve over a period.
And yet India seems to be remarkably lethargic in making money out of tourism. The situation is quite pitiable and the following figures emphasise that reality:
India's show of global tourism market - 0. 67%
Number of visitors visiting India - 2. 6 million against China's - 37 million.
In terms of tourism revenues as show of GDP India's List is - 124th
The soul, cohesiveness, and eye-sight which may have spurred India to the most notable of the heap in diverse business is without this sector. The lack of integrated eyesight is compounded by a lack of initiative and tardiness in utilizing policies.
In a study conducted on Indian Tourism, it's been stated that, "while there is an ability to get there also is out there an equal degree of unwillingness to break from the beaten route and take hazards. "
The country is resting on a online goldmine with an abundance of sights ethnic exuberance, variety of terrain and that special something that only India can deliver. Travel and leisure gets the potential to take action bigger than what IT did for India.
Priority should be given for development of vacationer infrastructure in picked areas of tourist importance as well as for those products which are considered to maintain demand in the existing and future marketplaces so that limited resources are placed to the best use
ADVENTURE SPORTS
IIndia, one of the most enchanting, matchless and invigorating travel vacation spots all around the globe, is a genuine treasure trove for the adventure lovers. India has all the perfect things that enchant its holidaymakers with real fun and pleasure.
WATER
The Himalayas offer you a few of the toughest & most exciting river works on the planet. River sports activities in the rapids are the most popular, throughout the summers and really can get your adrenaline pumping.
White Normal water Rafting, Kayaking, Snorkelling or SCUBA if there is a concept of drinking water sport in Excursion you can find it in this country.
TREKKING
Source : World Tourism Organisation
WHERE WOULD YOU LIKE TO GO?You could trek for just one day or a month; backpack all of your gear and think about off in the wild or stroll pleasantly with simply a shoulder bag, drinking water and camera whilst family pets transfer your camping items, heavy baggage and logistic loads. You may established a challenging pace and go over difficult levels and high moves or maybe amble along, enjoying the outdoors nature, magnificent scenery, uncomplicated lives of people staying near nature, halting when you please, communicating with your companions, forging new associations and hoarding a fund of fascinating memory to treasure.
More extreme ways of trekking are CLIMBING and Mountaineering. Rock Climbing as a sport it took off only about 15 years back. Rock climbing runs on the minimum of assists and the challenge is to find the toughest course and scale in the least possible time. The option of good climbing rocks not too far from the city gets greater gain access to and involvement from pros as well as from the amateurs likewise.
Mountaineering occurs at biggest excursion playground in the world -the Himalayas. Mountaineering is a significant activity carried out with the principal goal of reaching a mountain's summit. It requires a high amount of fitness and experience. Because of its high equipment costs and difficulty, it's mostly adopted by foreign tourist coming to India.
Himalaya claims every climber their talk about of excursion, which lures those to the mountains.
AERO Experience
Just like on the land, there are several excitement opportunities in the air too. Man has for times immemorial, longed to glide and soar such as a parrot in the sky. Parasailing and Paragliding are indeed, experiences which combine the wonder of hanging around in the air and the joy of soaring high. Once in the air, you experience the ethereal serenity of the activity. It is an event that is, remarkably, fascinating as well as becalming.
Other Activities
Other extreme activities include the wants of snow skiing which is seasonal in dynamics and can be only carried out through the winters.
Another very popular activity is bungee jumping that can be carried out even in the cities with the aid of the mandatory infrastructure.
The potential MARKET AREAS
Popular Destinations
HIMACHAL PRADESH
Himachal Pradesh is a complex mosaic of hills, lush renewable valleys and snow-covered peaks. The name itself originates from the ancient Sanskrit - hima (snow) and achal (whatever cannot be migrated).
This land of fascination and puzzle with its age-old culture kindles deep interest and directions respect. It is replete with dense forests, fast-flowing streams, terraced areas, snow-covered mountains, small fairyland villages and friendly folk - all increasing its attraction! Himachal Pradesh is also a treasure trove of early arts and crafts and rich traditions.
PRO's
Established travel and leisure Infrastructure like Hotels etc.
Abundance of natural resources for doing activities.
Excellent govt. Support in establishing of new projects.
Trained Human resources available.
CON's
Market filled up with unstructured revenue making activities.
Overcrowding of popular visitor centres.
Local amount of resistance present will influence the business.
Many areas inaccessible.
GOA
Goa is a paradise for water athletics enthusiasts and has always appealed beach fanatic and water athletics enthusiasts. The long coastal stretches offer plenty of opportunities to indulge in a variety of water-sport activities and also to put on some new watery enjoyment. Surf the seas or float over the skies, the options of sport excitement is constant in Goa. One can never get tired of scuba diving in to the wreckage of the colonial ships. The para-gliding, para-sailing, acquatics athletics, water-skiing and breeze browsing will be completely thrilling.
Source: Ministry of Tourism, GOI
PRO's
105km of coastline provides adequate opportunity for utilizing progressive ideas.
As shown above, Goa gets the major turnover of travellers in India.
Easy convenience with good highway and rail move and fully practical Intl' Air-port.
CON's
Lack of regulation and order.
Poor move facilities within Goa.
Untrained hospitality personnel.
High costs due to dark-colored marketing.
Untapped Destinations
North-East Region
The rich natural splendor, serenity and amazing flora and fauna of the region are important resources for the development of ecotourism. The spot is endowed with diverse places of interest and each Talk about has its own distinctive features. North East India reveals some very remarkable and challenging adventure activities in India for the adventure enthusiasts coming from all over.
PRO's
Untapped Market.
Ideal Terrain for adventure athletics.
Readily available individual resource which can be trained in line with the needs.
Government of India attaches great importance to the introduction of traveler infrastructure in the North Eastern region because of its tremendous tourism probable.
CON's
Lack of infrastructure.
Climatic extremities are hard to overcome in some regions.
Social unrest can be disturbing.
ANDAMAN & NICOBAR Islands
This UT does not have other competitive advantages that comes even remotely near tourism, due to beauty and plethora of its natural resources. There's incredible scope for trip sports, scuba & snorkeling, swimming, sun-bathing, trekking and simply soaking in dynamics at its most beautiful. However, till now, in the lack of a specifically explained tourism policy and a tactical implementation plan, and any profits accruing are definitely more through serendipity alternatively than conscious effort.
PRO's
Popular between both local and international visitors.
Tourism is the primary stay of the region, thus all the development is centred towards the infrastructure for visitors activities.
Easy availability of human resources.
CON's
Not an accessible region as travelling from mainland takes lots of money and time.
Dearth of basic infrastructure in areas except for the capital Dock Blair.
Thus the analysis of the various regions shows that Indian Travel and leisure has loads of untapped potential. Obvious lack of insurance policy or eye-sight from the government has led to its lack of ability to range up infrastructure. If that is taken care of there can a surge in the number of visitor indulging in experience travel.
TARGET CUSTOMERS
Over the previous ten years, India has observed considerable changes in its leisure and travel options and demands. This can be attributed to the quickly growing economy, backed by globalisation and privatisation, which has lead to increased spending power and greater free time. Now, instead of spending any occasion being herded around in a head to bus, the sophisticated Indian traveller wants 'experience-oriented' vacations. This has made adventure tourism a particularly exciting field to be in. Corresponding to Pranav Kukreti, Director, Marketing, of Treks 'n' Rapids, "The mindset of the modern Indian traveller has altered completely. Gone will be the days when these were happy with simply staying in a holiday resort in Shimla or Nainital. Now, they want excitement and trip, "
The travel and leisure industry fetches two million experience tourists and keeps growing at over 35 % annually. It is estimated that India has the potential to get another half of a million foreign adventure tourists. The local market is also placed to see a ten-fold growth in the next five years. This rise can be majorly related to the changing consumer behavior of the urban population.
It will be appropriate to divide the study of the customers into Local and International.
Domestic
The key socio-economic styles which have contributed to the upsurge in demand of the adventure sports can be listed the following:
Middle Course - How big is the middle school families have mentioned shrinking with growing industrialization, while their pouches have grown bigger and bigger. Using the adoption of idea of nuclear families the size of the families has truly gone down from 8-4 and 4-2. The free time that the members of the family reach spend mutually is preferably allocated to quality holiday seasons. Thus, trip travel offers an excellent chance of the people to make their kids have fun while they rejuvenate themselves from the maddening office schedules.
Urban Young ones - Youths have always experienced a strong urge to be non-conformist, and this behaviour is obvious in their spending decisions too. Now with this need being supported by adequate spending vitality, Indian children is raring to take pleasure from the thrills of trip sports activities. Jawaharlal Nehru acquired talked about India's Tryst with Future at the heart stroke of midnight hour, India's latest tryst with future, BPO, is similarly linked to the midnight hour. This tryst is also about freedom: the freedom of the Indian young ones. To the joy of the marketers, the 'young ones' market they've been chasing each one of these years finally has a debit card with no supervised spending limit.
Corporate Promoted Activities - Another windfall for the industry has been created by the organization sector with almost 70 % of the demand for experience tours originating from here. Tour providers have special two to three day plans for corporate teams. The idea here's to link sports activities with skills like time and stress management or working under great pressure. The exercise is intended to refresh as well as re-skill.
Data of Foreign Travellers
Source: MoT, GOI, Annual Report
Adventurous Kids - The youngsters at present have more self-sufficiency and influencing ability in the family. They may be well networked (read sociable networking), well informed and social. The power of the youngsters to nag their affluent to make them purchase stuff for them is known as "pester power". This pester electric power is also permitting them to undertake various school journeys and excitement camps where they enjoy with their individual social communities.
INTERNATIONAL TOURISTS
India is growing very highly as a brand. While using inquisitiveness about India growing all over the world, increasingly more foreign vacationers are arriving to India to see its vibrant ethnicities. But while they visit the popular destination it can be a value addition for his or her trip if indeed they can be offered an event of river rafting in the rapids of the Ganges or a paragliding experience may go with their sunshine tanning on seashores of the Goa.
The foreign vacationers have high spending electricity and when the infrastructure and quality excursion sports facilities can be found with their discretion, the promoters can be rest assured of a substantial contribution to their balance bedding in dollars.
The global meltdown combined with the Mumbai attacks have spelt devastation for the tourism industry with foreign tourist arrivals dropping by 2. 1% and foreign exchange revenue down by 12. 5%.
Reeling from these statistics, the travel and leisure ministry is considering several sops for the hospitality and travel industry. Amongst included in these are offering free air travel and accommodation to international tourists who visit India for the 3rd time. "This move, if approved, means stimulating genuine Indophiles which is consistent with our effort to encourage repeat travellers, " the official from the Ministry of Travel and leisure said while handling the media.
Indicating the Significant expansion of the center class
Increasing Spending Vitality of the Domestic Market
PART - 2
Now that people have investigated the many characteristics of the experience travel in India, it'll be propitious to check out the various profitability and marketability aspects related to the business enterprise of Excitement Travel.
Considering Adventure Travel to be a brand, the marketing combine (given in terms of 4P's by Philip Kotler) of brand Excursion Travel can be:
Product - Adventure travel should position itself among the competitive alternatives when it comes to attracting travellers. Marketing excursion travel needs special focus on influencing the mindset of the point of view customers by influencing them with its key competencies of enjoyment and adrenaline dash. A synergic frame of mind between the government businesses and the private celebrations can take the grade of adventure sports activities to a global course level and promote a surge of tourists to see its excitement.
Collaborating with Major advertising houses to promote Experience Travel in IndiaPrice - Hotel prices in the U. S start at around $300 (expedia. com) whereas the common rate for a deluxe room in India is around $100 only. Thus if the facilities for trip athletics are produced at a large range in India its prices will surely be low, due to the low labour cost and developing costs. Inside the sector the competitive costing of the experience travel will be based upon the collaboration between your service providers and the service facilitator. i. e. the get-togethers which are able to give a complete program to its customers including, travel, accommodation and the adventure activities could be more popular as their businesses cost will be significantly low and at the same time level of convenience very high.
Place - Though we have so far discussed the holiday destinations as being the ideal places for providing this service, it may well not be considered a bad decision to obtain such activities in the areas near the cities. By giving such services at a relatively approachable distances the speed of clients coming to experience the new and the talked about activities will be more. And it could also be easier for the working professionals to obtain some time using their company schedule, like an excursion on the weekends. This though will be a completely tactical decision keeping in mind the rivals and the many alternatives in hand. While this plan may not work in a city like Delhi which includes various hill-stations in the vicinity but may work quite nicely in city like Ahmedabad where the people have a substantial spending power rather than many similar options either.
Promotion - If experience travel in India needs to be established as a worldwide brand, first the communication must venture out to the primary audience, i. e. the main one billion people of this country. If the government, the advertising and the trade bodies have the ability to influence an integral part of the population, they can spread the term, which in this age of networking will surely spread like fire. Collaborative marketing attempts involving the investors, the media residences, administration and a good network of brand ambassadors can offer a set up and a long term approach to brand development of Excitement Travel in India. For e. g. collaborating with the GOI's Incredible India! Campaign and participating the famous Hindi films star Akshay Kumar (who is well known for his action and stunts) goes quite a distance in establishing a brandname image in the heads of the Indian customers.
CASE STUDY
Madhya Pradesh has an array of adventure athletics such as wildlife sanctuaries, mountains, rivers that produce MP an unique destination to visit, which is attracting the domestic as well as the international tourists.
Apart from these natural regions the Government of MP is intending to promote other locations such as Indira Sagar normal water reservoir for tourism. The GoMP has suggested to come-up with the experience Tourism Zone at Indira Sagar in Khandwa district.
This Zone would have two stages wherein one stage would be developed nearby the mentioned tank and the next period would be developed on the island shaped near to the dam.
The Zone could have various water activities, trekking, mountaineering facilities along with the traditional accommodation facilities.
The project is expected to attract tourists generally from their state and other areas of the Country.
The suggested location is well linked with the major cities of their state through street and rail.
Private Players have been invited to undertake the proposed project wherein the Private Player would build, own, maintain and operate the task.
PROJECT RATIONALE
The prime reason behind upsurge in demand for experience activities is the development youth tourism which includes been identified as one of the largest sections of global and home tourism. The growing variety of young travellers has been fuelled by lots of factors such as increased involvement in higher education, falling level of junior unemployment, increased travel budget through parental contribution, quest for interesting and unique experience and cheaper long distance travel. These young travellers form a significant contribute to excitement tourism revenue.
GOVERNMENT SUPPORT
The STATE would assist the private trader in determining, immediate agreement and clearance of the best land for the job. Further, the federal government would also make basic infrastructure available at the website such as water, electricity, highway etc. The STATE has identified excitement/ eco travel and leisure as key segment of tourism and gives some incentives specific to the industry.
This case study provides clear indication that is an upcoming area of business and has huge potential and the best way forwards is collaborating your time and effort towards successful brand building.
MARKET METRICS
Threats
Entry of multinational agencies to dominate the business.
Lack of Govt. Support
Low operational cost for the unorganised sector
Generic competition with other holidaymakers attractions.
Opportunities
High development rate of leisure travel
Rising impact of Indian Middle class
Holidaying becoming a status icon.
Corporate support to trip tours and travels
More consumption electric power.
WEAKNESS
High infrastructural cost.
Low degree of marketing
Psychological resistance to adventure athletics in Indian mentality.
Lack of collaboration and networking among the prevailing players.
STRENGTH
Offering something new and fascinating to the huge Indian Populace.
Success in another country can be emulated domestically by collaboration.
Increasing interest of overseas vacationers in India.
High progress potential
The market metrics can be analysed by doing a SWOT analysis of the adventure travel in India.
MARKET GROWTH
Note:
The per capita income of the Indian citizen increased by 12. 7 % through the fiscal yr 2008-09. (Reserve Standard bank of India).
The foreign travellers introduction in India authorized a growth of 5. 6% through the 12 months 2008. (Ministry of Travel and leisure, Annual Article 2008-09)
Both of the above mentioned statistics indicate a rise in the demand for the experience travel services. As the domestic holidaymakers will continue to send their increasing earnings, the foreign tourists will continue steadily to go out to the lesser explored countries like India.
Thus, it is currently in the hands of the industry players to touch the clear and present opportunity and react proactively with or with no collaboration of the federal government authorities to get head on gain in the upcoming field of business in the travel and leisure industry.
Conclusion
High Price
High Quality
Low Price
Low Quality
As their country's development and recent success might suggest, Indian consumers are being among the most positive. A June 2008 Nielsen Consumer Assurance Index among 48 countries found India to be the second most optimistic country behind Norway with an index of 122 (global average was 88).
They are also greatly value-driven, with an expectation that principles should be personalized and modified to Indian culture-not an easy activity when dialects change every 100 kilometres and almost
three-quarters of the populace lives in hard-to-reach rural areas. And in addition, the companies most likely to achieve success with Indian individuals are those with the highest levels of perseverance, resilience and local understanding.
But this confidence surprisingly not appreciated by the experience Travel service available in the tourism market as it has been offered to the customers at an excellent which is nowhere near to world class and is relative expensive option for the Indian consumer. The industry needs to collaborate among itself and with the
support of the federal government try providing highly adequate Adventure travel to its customers at a realistic price. Only then might it be in a position to market its product convincingly and effectively to the clients, ensuring a growth oriented ecological future.
