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CHAPTER-IV

TOURISM MARKETING
--Marketing Concept

Marketing has been variously defined through time, by difTerent

people. The definition which reflects the latest nature of marketing most

adequately is: "Marketing is a human activity directed at satisfying needs

and %ant:; through exchange processes. The British Institute of

marketing llas formulated the following definition:

"Marketing is the rnanagemerlt function which organizes and

dirccts all these business activities involved in assessing and converting

customer purchasing power into effectivc dcrnand ihr a specific product

or service and in moving the product or servicc to the tinal customer or

user so a!; to achieve the profit target or other objectives set by the

colnpanl .>:

[n cssence the marketing concept is a customcr orientation backed

by irltegratcd marketing aimed at generating customer satisfaction. 'I'he

important aspects of marketing concept are:

(i) Cr~starner orientation- 'The colnpanies practicing this

concept think in ternls of the benefits they are selling rathcr

t h ; ~ nthe products.
. .~~ --

(ii) Dual-Core marketing job- This implies that the first task of

the marketer is to identify the customers needs in order to

guide the development of the suitable products and services

and the second task is to motivate all the potential customers,

through various means, to purchases these products and

services.

(iii) Integrated marketing - the customer orientation alone on

the part of the management is not enough. 'l'o be effective it

must be backed by an appropriate organizational set-up

within the company. Integrated marketing represents such a

sct-up. It signifies the substitution of a single logic for

several different logics of the various departments of the

company. It implies the responsibility of the marketing

department to ensure coordination of various company

actions affecting the buyers.

Application of the marketing concept has certain important

benefits. Firstly, the management using this concept realize

that customer needs are more basic than particular products.

I'his provides a more rel~able and enduring base to the

operations of such managements. Secondly, the focus on the

customer needs helps the managemenl to spot new producl

 ---- - ---.- - -. -- -
opportunities more speedily. Thirdly, merchandising

becomes more et'fective under this concept. Thirdly,

merchandising becomes more effective under this concept.

This is because managements view their tasks as that of

supplying want satisfaction rather than creating demand for

its products among the customers. The physical product is

only a part of the satisfactions sought by the buyer because

hc wants, in addition, conveniences, service and certain other

symbolic values. Fourthly, the managements are able to

create more harmony between their own interests and those

of the society because the market orientation under this

concept means that the managements build their Future

profits through seeking better ways to satisfj human needs.

Marketing in Tourism:

Having considered the nature and meaning of the marketing

concept in general, we now turn to rnarketing in tourism. It is a well-

known fact that as the inherent sense of curiosity and adventure dwells in

the hearts of human beings, the desire to travel in order to see ncw sights

and experience new things, and to live under different environments, will

always grow. It may be presumed that such beings the case, marketing in

the tourism industry is greatly simplified as part of the process has

-~
~ ~p~ . ....-- -
already been completed by the desire for travel in people. The best

example would be that a person may or may not choose a tangible

product which has been introduced by a manufacturer in the market,

solely depending on his ability to afford it or his likes and dislikes. On

the other hand, without exception, all human beings will always nurture a

desire to travel in order to see places. The question then arises that if the

desire is ever-present ion people to travel and experience new things, why

then would the tourism industry need marketing efforts at all'?

At this point the questions arise: Are the marketing problems in

tourism so much different fonn marketing problenls in other industries

that it is justified to make marketing in tourism a subject for separate and

specialized enquiry? Next, to what extent can the concepts and

principles, the techniques and methods of marketing which have been

applied effectively in other industries be applied to tourism? Answer to

both the above questions can be found by identifjiing and considering the

differences between markets for physical, tangible goods on the one hand

and the market i'or tourism on thc othcr. The marketing concept, as the

over-riding philosophy o r any business undertaking, contracts with the

production orientation. l lere the emphasis is on producing goods or

services where after, a sales policy has to be devised to sell what has been

produced. In tourism, on the other hand, the product. from a destination

 . ~ ~ .. ---- -- --

viewpoint is an amalgam of various elements or components, some of

which are tangible and some are intangible (services). The only open

path for the organization in this case would be to inform itself about the

consumer needs, expectations, attitudes of mind, likes and dislikes in

order to iormulate and constantly develop the tourist supply components

or product.

The marketing concept should, therefore be understood as a re-

orientation ofthe business policy and an overhaul of the organization's or

enterprises' management concepts and practices. It helps the tourist

organization or enterprise to establish a consistent and effective

com~nunicationsystem with actual and potential tourists in the selected

markets or market, and to get to know their wishes, needs, motivations,

likes and dislikes in order to be able to condition the tourist supply

accordingiy. The marketing concept, therefore, facilitates a breakthrough

in the tourist systcln.

I'ourism is a very complex industry because of its multifaceted

activities which together produce the tourist 'product' and various sub-

sectors ihat are thenlselves complete industries, if considered

independently (loading industry, transport industry, etc.). Its complexity

furthermore, lies mostly in the fact that tourist promotion in its various
.. ~~ ~~~ - ~~ ~~~ -

forms has to be directed at a large number of people in various lands of

different socio-economic structures, having different needs, tastes,

attitudes, c:xpectations, and behaviour patterns. Efficient marketing is

the one, which succeeds in penetrating the people's tastes and

preferences. 'The understanding that people are different in the same

market helps in planning an efficient marketing strateby.

Defining tourism marketing

There are a number of definitions of tourism marketing. Tourism

marketing could be defined as the "Systematic and coordinated efforts

exerted by the NTOs andlor the tourist enterprises on international,

national and local levels to optimize the satisfaction of tourists, groups

and indivitluals, in view of a sustained tourism growth." Krippendorf has

delined marketing in tourism as follows:

.Marketing in tourism i s to be understood as the systematic and

coordinated execution of business policy by tourist undertakings whether

private or state owned at local, regional, national or international level to

achieve the optimal satisfaction of the needs of identifiable consumer

groups, and in doing so to achieve an appropriate return.'

Tourism Marketing Policy

There are five factors in working out a tourism marketing policy:
 . .- -- .... - ~-
- .- -~
Tourism Product
The product plays an important role in the marketing. As far as the

tourist is concerned, the product he buys cover she complete experience

f?om time he leaves home to the time he returns home. A tourist product

is not airline seat or a hotel bed or relaxation on a sunny beach but rather

a 'packag,e3. The tourist product is a composite product, as an amalgm of

attraction, transport, accornmodation and of entertainment. All tourists

buy either separately, or as an inclusive to the various components of'

tourists product. An airline seat or a hotel bed is an individual product in

the eyes of their producer, but they are merely components o f a

composite-product. The tourist products is what the country has to offer,

vlz:

Architectural resources;

Natural resources;

Museums and monuments and

Culture.

All thesc things are to be designed and presented according to the

requirements of the to~uist.There is a need to determine the scctor of the

tourism n~arket,it is intended to capture. The size of the sector will

depend upon the cliarac~eristicof the tourist product. For example, a

,
seaside resort should not attempt to capture the same market as safari or a

tour of historic castles.

The tourist product can be analysed in terms of:

*Attraction

*Facilities

*Acc:essibility

'I'he attractions are those elements in the tourist product which

determine the choice of tourist to visit one destination rather than another.

'l'hey are factors which generate a flow of tourists to their location. They

[nay be si1.e attractions or those where the place itself is the major

inducemenl. to the tourist to visit it c.g. Niagara Falls, The Swiss Alps,

'l'he Grand Canyon or built attractions such as Disneyland. The event

attractions are those where the event staged is a larger factor in the

toiuists cl~oice than the site or e.g. the Olympic Games, the

Oberamineugau Passion Play or a Congress or Exhibition.

The t;ourist facilities are those elelnents in tourist product which do

not normally themselves provide thc motivation for tourist flows. 'fhe

absence of thesc facilities may deter the tourisrs fi-om traveling to en.joy

the attractions. 'I'hese facilities complement the attractions. They

comprise, accommodation facilities, restaurants, ski-lifts, pricnic-sites

 . ~

etc. Absence of accommodation facilities would be an obvious deterent

to tourism

Accessibility is a last component of the tourist product. It relates

to the mode of transportation to the destination chosen by the tourist. It is

determined by the proximity of a destination to the tourist place of

residence and is best interpreted in terins of time and the cost or reach the

destination i.e. as economic distance.

Thc: concept of the product is central to marketing strategy and this

applies e1:lually to the marketing of international tourism. From a

marketing, point of view, the tourism product is defined as an experience

oPthe following components taken together:

*Accomn~odation

It is defined as establishments which on a regular or on an

occasiorlal basis provides over-night facilities for visitors. They may also

provide other services as meals which are either ancilliary to the

accommodation as its main business. It includes all hotels and other

traditional for111of' accommodation, such as boarding houses, motels,

inns, holiday villages. tourist complexes, comping sites, youth hostel

spas and other places where the construction is of perlnancnt, semi-

permanent nature. Private apartments and finished rooms in private

homes are also included under accommodation.

*Natural and other Resources

Natural resources refer to such amenities and situation such as waterfalls,

mountains. sand beaches and good climate. Natural scenery, springs,

beaches, spas and similar resources are also included. Other resources

refer to social, cultural, historical and religious attractions, and economic

and technological achievements. It also includes man made attractions

such as 'T'aj Mahal etc.

*Entertainment
. .
I he entertainment component runs the gamut of all non sport audience-

oricnted activity composed of people.

*Services

Services include all operations, desiped and performed for the foreign

visitor to facilitate his entry, stay and exit. Host attitude towards the

foreign are includcd

*Transportation

It covers ;dl forms of getting people from one place to another. For

example, air transport, rail transport, road transport, water transport etc.
 ~ . ~~ . . ~ .-

*Food and Beverage

This includes different types of food and beverages.

Recreation includes all non-entertainment activities for relaxation and

diversion

*Other attractions

In includt:~items such as shopping opportunities etc. The truth is that the

tourist destination as a product is a very complex one. When we try to

promote ,a destination, it is not just beauty, the antiquity, the chann of

destination that alone counts, there are many other factors which go to

make up the product as a whole.

Let us 1ak.e for example the Juhu Beach in Bombay. The Juhu Beach has

one oF finest sands in the world. As a beach it has few peers. The water

1s warn1 all the year around. 'I'he bathing is safe, but to sell this

destination we need rnany more things than just the intrinstic qualities of

the beach itself., First thing we need is hotels. We do not need just Inore

hotels but hotels of a good standard, otherwise the primary product

becolnes ~~nsaleable.Hotels arc very essential part of the story. Tourists

are also concerned with the transport facilities, coaches and taxis. 1;or

every tourist destination, we have to have first class coaches. The tourist
is not concerned merely with living in the hotel or with using transport

for sightseeing, but wile he is in the country he is to take part of every

aspect of i.he country's life. He is perforce for the duration concerned

with all the civic amenities available in a destination. If the public

transport system is bad, it can efrect this enjoyment of the destination. If

the street lighting is poor that affects him. The entire environment he is

to spend his time has a bearing on his enjoyment and consequently on the

quality of the product. If he finds that he is surrounded by a lot of

poverty, filth, squalor etc. he cannot remain unafrected especially if he is

unused to such condition and his sensibilities have not been dulled by

years of exposure to such things. What is true say of Juhu Beach and its

environment is true of other destinations. Agra-Delhi, Lahore or Kabul

are all very enchanting places full of tourist reaches, but all in varying

degree marred by features, which tend to detract kom the intrinsic value

of the excc:llence of the product.

While talking of tourist destination, we sometimes tend to think

that great mountains, fine beaches and historical monuments alone can

~ n a k egreat t o ~ ~ r idestinations.
st 'There is no doubt that if we have these

I'eatures, we have an advantage over the areas which do not have such

features, t~uta tourist destination can be developed almost everywhere in

the world. A classical example of this is Las Vcgas. 1,as Vegas situated
in the middle of desert, hundred of miles from any centre of big

population or a large city, with no history, no great natural attraction to

boast of, is one of the most flourishing tourist destinations in the world,

Today it has some of the finest, hotels finest night clubs, golf courses, and

of course casinos. As in agriculture, what really counts is the output.

The output is directly in proportion to input. The only difference between

the development of agriculture and the development of a tourist

destination is that the tourist destination requires for greater inputs that

agriculture. A capital investment required to develop a destination like

l,as Vegas or Miami or Jamaica or Mexico City is really astronomical.

Even in India, it has been estimated that to add amenities for one

additional tourist for 15 days we need a capital investment of Rs. 15,000.

To provide the kind and standard of amenities that we are currently

providing which by no means compare with we have in Las Vegas or

Miami or Mexico City. In order to get one million additional tourist, we

in India would require an investment of 1500 crores of rupees for

providinj: just the tourism infrastructure and this does not take us into

account the national and municipal infrastructure without which no

tourist plant can ever function at its optimum efficiency.

What is true to India in this respect is true of all the countries in the

region. We all need large investments before we can think it in terms of

hosting a large number of tourists which other countries are receiving at

present. 111other words even though we have potentially a great product

and its inirinsic worth cannot be challenged. In its present state of

development, it would be deluding ourselves if we were to say it has an

unchalleng,ed sales appeal. The sales appeal of our product will increase

in proportion to the investment that we are ready to make in the

infrastruct~.~re. Greater the output, higher the sales appeal. Some

neighbouring countries have already done a fabulous job in this respect.

Bangkok immediately comes to one's Iran is also doing a note worthy

job. Hong Kong and Tokyo and Taipei are other such examples.

Tourism Marketing and Its Application

What was once a simple sales function has become a highly sophisticated

and scientific prcess called 'Marketing'. The classical approach to

marketing was to sell the goods and services produced to consumers.

Therefore. it included all the activities that aimed at bringing the producer

to the consumcr. The most difficult task, however, is to define marketing,

specially tourism marketing. Marketing is no longer packaging and

selling. It is a total concept, customer-oriented, which seeks to ensure

that all aspects of production are properly adjusted to the demands and

cliniate of'the markets which it wishes to serve.

 -- . .-. - - .- -- - --.---.- - --
We reproduce below some of the selected definitions of marketing from

which the reader can have an idea of its vast compass:

"Marketir~g is the creative management hnction which promotes trade

and employment by assessing consumer needs and initiating research and

development to meet them. It coordinates the resources of production

and disteribution of goods and services; determines and directs the nature

and scale of the total effort required to sell profitably the maximum

productiorl to the ultimate user." (The Institute of Marketing).

"Marketir~gis defined as those activities which direct the flow of goods

and services from production to consumption". (The Committee on

I>efinitior~sof the American Marketing Association).

"As a business discipline, marketing consists of the systematic study of

the demand-generating or consumer-motivating forces, the temporal and

spatial considerations influencing economic transactions, and the

interacting efforts and responses of buyers and sellers in a market".

(Marketing Strategy and Functions by Eugene J. Kelly).

"Marketing is concerned essentially with the prediction of people's future

behaviour and an attempt to influence their behaviour in some particular

way" (Marketing, by Colin Mclver).

"It is easier to pay lip service to the marketing concept than to apply it in

a busine:;~. Marketing is simply customer orientation - looking at your

business kom the customer's point of view". (The British Institute of

Management News).

"Marketing may be defined as the efEcient utilization of a company's

resources: to match existing or future consumer demand, and the

~nanipulationand promotion to ensure that the products of these resources

are i n tht: right place, at the right time and at the right price to meet that

demand". (Neville Teller).

"Marketing looks after the needs of the customer, selling goods after thc

needs o f ,the producer". (Professor Arnold Corbin).

"Selling iocuses on the needs of the seller; marketing on the rieeds of the
buyer
..
TOURIST MARKETING - IT'S PECULIARITIES
When tourism was in its infancy with a few rich people seeking

transportation. accon~modalion, guides and other services, tourism

~narkctirrpwith its present techniques was not needed. The fcw people

who needed certain types of facilities were able to obtain them easily

because there were suppliers of services who would do it willingly. As

rhe travel business improved and expanded, it became necessary for

- . . -~~
~ ~ - .
-

businessmen dealing in tourism to apply principles of marketing to the

sale of the travel product. Marketing helps to create new customers and

customer satisfaction became an important part of travel sales. The

purpose of marketing or its hnctions in tourism could, therefore, by

simply stated as attracting new customers or users of tourist services and,

at the same time, preventing other competitors fiom taking away the

customen;. Once academic and scientific decorations are taken away,

marketing; simply becomes a process of creating a product or to provide a

scrvice t i ~ rwhich there is actual andlor potential demand. Tourist

marketing, therefore. begins by a detailed assessment of the present and

future dernand and, on the basis of this assessment, development of

facilities and services. In more precise terms, tourism marketing

activities :ire "systematic and coordinated efforts exerted by NTO andlor

tourist enterprises on international, national and local level to optimize

the satisfiiction of tourist groups and individuals in view of sustained

tourism growth". Although general principles of marketing which have

proved efvective and successful in the marketing of othcr products would

be applicable to thc marketing of other products would be applicable to

thc marketing of the tourist product, there are some differences. For one

thing the tourism product cannot be transported to the 'cons~~mer'.It is

the 'consumer' who comes to the ' product' consumc it. 'fhe travel agcnt
 ~. ~~ ~

or who comes to the 'product' to consume it. The travel agent or tour

operator who sells his product cannot stock it. Again, the tourism

'product' cannot be stored and lheld in abeyance. This is why

'occupancy ratios' and load 'factors' are often mentioned in tourism

marketing discussions. Among other peculiarities of the tourist product

are:

a. A wide range of services which the tourist required and which

together in his mind constitute the tourism product, cannot be

provided by a single enterprise. Each of its components needs a

high degree of specialization and each enterprise produces only a

pati of the final product. Naturally, the need for cooperation and

coordination in marketing efforts is paramount.

b. Marketing of tourism is furthcr complicated by a singular

dicb~otomybetween supply and demand. Supply is inelastic as

con:;idcrable fixed investment is required to expand it and highly

trained manpower is needed to operate it. It cannot be adopted

quickly to demand variations. The existing facilities and

cstablishments cannot bc motlilied easily to qualitative change.

c. I'ourisrn demand is highly unstable. Seasonal factors an affect it.

I'oliticnl unrest and economic instability caused by inflation,

currency fluctuations etc. Cnn damage it.

 d. Trade intermediaries in tourism - travel agents, tour operators,

charter brokers are powerful factors in the marketing of the tourist

product. They have bargaining power in relation to the suppliers of

towist services. They can even influence the choice of a holiday

destination

Tourist rr~arketing,therefore, depends to a considerable extent on market

factors mentioned above. Tourist marketing, therefore, comprises of the

following,:

I . Fact finding, data gathering and analysis- Market

Research

2. Communication to inform and promote-Tourist

Promotion

3. Elnsoring and facilitating sale; Selection of Market

Planning-Distribution

4. Coordination, control and evaluation - Marketing Plan.

'I he marketing process starts by finding out who are the potential tourists,

where do they live and what are their preferences, habits, motivations etc.

.l'he answers to these are found in the field of market research. Market

research :;upplies us information about the size of the diftieren~markets.

.
their segmentation. 'Segmentation' is another way of saying that the
- ~ -
~ ~ - -
demand in the market is seldom homogenous. It has to be different

according to the age, sex, income level and other consumer

Another allied study of market research is a Tourist Service Study. This

covers information on capacity and quality of hotels and other

accommodation on capacity and quality of hotels ands other

accommodation, transportation, facilities. opportunities for sightseeing,

entertainment, sports, etc. For formulating any worthwhile marketing

strate~y:;I national tourist organization, hotel chains or tour operators

would like to have answers to the following:

-Who are our visitors?

-How much do we know about them?

-Who are our potential customers?

-Where do they come from?

-What are their travel preferences?

-What is their profile- their income, purchase habits'!

-What is the competitive situation?

-What are prospects of travel in our area and what is the future

potential'?

-How can you tap the potential?

 ---- -- - --- --
-What are the programmes needed to tap the potential?

An analytical examination of the above supplemented with the

information that we have f i o ~ nthe tourist services study should lead us to

what WI: may call a realistic assessment of tourist marketing

opportunities.

DETERMINATION OF OBJECTIVES

The next step in the marketing process is to decide the aims and

objective:; of tourist marketing campaign. Here, we decide the targets-

the number of tourists to be attracted, accommodated and from what

lr~arkels.

Plans for various promotions and activities are developed out of the
marketing objectives i.e. plans for services, sales and financial allocations

o f expenditure of different aspects of marketing.

INTEGRATED MARKETING

Successful tourist marketing needs integrated marketing action

both in proniotion and distribution. I'lanning a marketing programme

rlioulti rlcd be the cxclusivc responsibility of an official organi7atio11.

'There is no other industry which benefits more form the government's

marketing efforts than the travel industry. It is, therefore, essential that

various strgments of the travel industry extend their help in a big way. In

the implementation of marketing programmes, the role of the travel

industry is even more marked. No tourist likes to visit India only for the

Taj. To exlend their stay in India and to send them back happy is the

responsibility of the travel industry.

Atier we have established our objectives and created a favorable

cnvironnient tbr the destination area, the representatives of the official

t r ~ v e lorp,anilation and the travel agents from the host country must get

together md offer package tours saleable in each marketing country.

M. hat is t:asily saleable in Europe may not be acceptable in the USA,

Japan or Australia? A pragmatic approach is. therefore, necessary on the

part 01' the travel agents, transporters, domestic airlines, railways and

above all, hoteliers. Adjustments are also required, keeping in view the

ability of each market to pay.

k,\aluation of marketing programmes is as important as setting the

objectives Trends, modes, interests and tastes of travelers change as ihst

as the fastiions. Constant evaluation is necessary to eliminate ineffective

~rrarketinp,prorammes and to strengthen the effective ones.

- - ~~ .-

Eventually the marketing process is completed where it started-with the

consume:r, i.e. the tourist. It is his satisfaction which determines the

success or failure of a tourist marketing campaign. Tourist marketing

process cannot be controlled and directed by business enterprise or an

organization, howsoever powerfill it may be. There are certain factors in

tourism vrhich create a marketing environment. Favourable examples are

easy ently and exit formalities, helpful attitude of the Government

towards tourism while unfavorable conditions are political unrest,

economic instability etc. These factors naturally play a significant role in

establishing marketing objectives and goals.

TOURIS'T MARKETING MIX

-l'h,?tern1 'Marketing Mix' is the combination of market offers and

market study. 7'0 illustrate:

Market Offer Market

Activity

I. Site of holiday destination I'romotion

2. Climate I'lthlic Relations

3. Accommodation Selling/Distribtttion

4. Entert;linnient
6. Recreation

7. Transport

'The 'Marketing Mix' basically helps us to show where marketing

action can be taken to improve the acceptability ofthe tourist product and

stimulate demand.

MARKETING TOOLS-PROMOTION

'I'o achieve the maximum impact, all marketing activities should be

closely knit. Tourist promotion is one of the elements of the marketing

mix or an irnportant tool for marketing. It comprises of creation and

distribution of'the message of the tourist product. For this purpose,

various media are used advertisements, films. brochures, leaflets,

posters, etc. 'l'he message is communicated through different channels:

press, cinema, radio, 'W,direct mail to actual and potential target groups.

For this purpose, help and cooperation ot'the tour operators and airlines is

also solicited as the consumers are in direct touch with them. In the past.

the principal hinction of a tourist organization or a tourist enterprise was

to disseminate information on the tourist attractions of a destination or the

services available to people who sought this information. The present-

day tourist promotion is market-oriented. Marketing executives want to

have detailed and intimate infonnation about potential tourists. Tourists

promotion is no longer based on instinctive approaches or guess work. It

is part of a complete tourist marketing plan decided upon by the

enterprise or the organization concerned.

COMMIINICATION IN TOURISM PROMOTIN

I'hc: basic function of all tourist promotion activities is to

communic:atc with the consumer. Media, advertising brochures,

posters/le;iflets are I I designed to infonn, persuade and motivate people to

create a state of mind disposed towards the sale of a tourist product.

Consumer attitudes and behaviour do not change rapidly.

Communication is a continuous process; messages have to be repeated to

change aititudcs. '1'0 get a positive response from a consumer, the

commi~nic:ationprocess passes through the following phases, creating:

a. Awareness that the product exists.

b. That it is easily available, usefnl and reliable.

c. Co~nprehensionas to what the service or product can do for

hinb.
 .. ~

d. Conviction that the service or product will give him value for

his money.

It is a!: this stage that the consumer decides to take or leave the

prod nc t.

HOW TO REACH YOUR TARGET AUDIENCE

A tourist product cannot be used by everyone. The first step in this

direction is to know your product well - its advantages, disadvantages,

attractions and position vis-a-vis competitive products. Then you must

know who are the potential users of this product. Our promotion has to

be directed towards that target audience. If you have an expensive

product to sell, your sales message will make little sense to people who

can hardly make both ends meet. The sales message for an expensive

tourist prc~ductlike a tourist package has to be directed to those who can

afford to buy it. Otherwise, it is a wasteful effort. To begin with, thc

market phnner has to identif$ the target audience to bc reached. For

instance, India had a consumer research done in IJ.K. in 1972-73 t h r o ~ ~ g h

thc Economic Intelligence IJnit, London. 'l'heir findings were- thc

average l~ouseholdincome of British visitor to lndia in 1972-73 was

4000 per ;Innurn. Only onc in ten households in the 1J.K. could aiTord the
- p ~ ~~~ -~ .

Indian holiday. The sales message has, therefore, to be directed towards

that class. Naturally, the Govt. of India Tourist office will have to select

and plan communication channels and media best suited to reach that

kind of a11audience. Simultaneously, necessary provision has to be made

to evaluate the communication effects and to compare them with the

co1nmunil:ation goals established by the organization.