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CONCEPT OF MARKETING WITH REGARDS TO ANALYSIS

OF TOURISM IN AGRA

NAME – SRISHTI PARNAMI

ENROLLMENT NUMBER- 178394780
PROGRAM CODE- BTS
COURSE CODE – PTS-6
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ANNEXURE B : First Page of the Project Report

Programme Code :- BTS

Course Code PTS-6 PTS- 6 Enrollment No :- 178394780

PROJECT REPORT TITLE

CONCEPT OF MARKETING WITH REGARDS TO ANALYSIS OF TOURISM IN AGRA

Project Report Submitted to the Indira Gandhi National Open University impartial fulfillment of the
requirements for the award of the Diploma in Tourism studies/Bachelors in Tourism Studies. I
hereby declare that this is my original work and has not been submitted elsewhere.

Signature of the Candidate … …………………………

Name of the Candidate ….…SRISHTI PARNAMI…………………….

Institutional Address : ….…IIHM – B2/70, near .Badarpur metro station,

Mohan Cooperative Estate,

Badarpur New delhi - 110044

Year :………………2019-2020……………………………………..

ANNEXURE C

CERTIFICATE
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Certified that the Project Report entitled”… CONCEPT OF MARKETING WITH REGARDS TO ANALYSIS
OF TOURISM IN AGRA” submitted by SRISHTI PARNAMI is his/her own work and has been done under
my supervision.

It is recommended that this Project be placed before the examiner for evaluation.

(Signature of the Supervisor)

Name………………………………………………..

Address……………………………………………..

Study Centre…………………………………………

Regional Centre……………………………………

Date………………………
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S.NO. CONTENT

1. INTODUCTION

2. OBJECTIVE OF STUDY

3. SCOPE OF STUDY

4. HISTORICAL PERSPECTIVE

5. HYPOTHESIS

6. LIMITATIONS/CHALLENGES

7. RESEARCH METHODOLOGY
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8. CONCLUSION

9. REFERENCES

INTRODUCTION –

Agra boasts of having one of the seven wonders of the world and three UNESCO world heritage
sites, the Taj Mahal and the Agra Fort and the Fatehpur Sikri nearby. Agra is a delight for history
and architecture lovers. The medieval city located on the banks of the river Yamuna, it is one of
the most visited cities by tourists in India.

Strategically located at the heart of India in the mundane plains between the Ganga and
Yamuna, Agra had been a religious and commercial centre for centuries, but it matured and
perfected itself only when the Mughals made it their home. Agra is not only famous for its
Mughal art and culture but is also known for its food, chat, and the famous Panchi ka Petha. The
city even after being one of the hottest cities of the country, is visited in high numbers every day.

The nightlife might not be something worth mentioning but the beauty that this old city acquires at
the night makes you love it and relish every bit of it. Peoples’ hearts here are as grand as the
Buland Darwaza, the sight of Taj Mahal is as sweet as the Petha for the eyes, and shopping on
the streets in the sunny afternoons is as chatpata as the famous Daal Moth. Come to the city for
a weekend’s exploration of architectural marvels such as Fatehpur Sikri, the feel of an old city,
and to know for yourself what is this city described as a paradise in Mahabharta so popular for.

OBJECTIVE OF STUDY

- The present work is aimed at discussing the application of modern marketing principles with
reference to tourism industry, with an emphasis on Agra region, which is an important
destination in Indian Tourism Industry.
- The motive of research is to focus on different aspects of marketing and their instrumentality
in promoting the destination Agra among the potential tourists within India and abroad.
- The study concentrates on the development of tourism in India and the existing policies and
strategies which are in practice for the same.
- Since tourism industry is an amalgam of different industries, the contributions made by
several organizations and bodies to the development process is an important factor.
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- Therefore, analysis of the contributions of these organizations is carefully made and shown
how far these contributions are result oriented.

SCOPE OF STUDY

In the context of tourism industry of India, the existing promotional steps are not found satisfactory.
Taj Mahal, being the seventh wonder of the world and world heritage city, Agra has not been
successful in attracting the high spending tourists in large numbers, in spite of presence of such a
great monument and several other tourist attractions as well. It is very much clear that advertisement
and promotional measures have failed in impressing and convincing the potential tourists, within
India and abroad as well. In the present circumstances, tourist organizations find it difficult to act in a
positive way. This study examines all the governmental policies that obstruct the formulation of
sound marketing strategies for the development of tourism industry of Agra. The study also draws
attention the steps and measures, which are to be adopted for showing positive results in the light of
the existing policies.

HISTORICAL PERSPECTIVE OF TOURISM

Travel for various purposes is evident from the times immemorial. There were many people who
travelled from their native places to some other destinations either in search of knowledge,
culture, religion, pleasure, political or some other reasons. If we take the examples of travellers to
India, there is an endless list which begins from B.C. period and continues till date. The
prominent name in the early period include Magesthanese from Greece, Fahien and Huen Tsang
from China, Vasco-da-Gama from Portugal, Ibne Batuta from Arab etc. These people visited
India in different times either in search of knowledge, culture or for the purpose of developing
trade relations with the people for the country. These people have written their accounts
about the country people, language, culture and traditions etc.

History reveals that Travel and Tourism in India is an integral part of Indian culture and tradition,
though the motivation of travel has changed manytimes according to the prevailing situations and
conditions, but the process has never stopped. In olden days, most of the people travelled
primarily for pilgrimage, as the holy places dotting the country side attracted people from different
part of the vast sub continent. People also travelled to participate in fairs and festivals in different
parts of the country. Even today the Indians follow the cultural tradition of considering the guest
as the equivalent to the Gods, From ancient times the great kings and rulers, in different parts of
India built luxurious palaces, enchanting gardens, marvellous temples, grand forts, temples and
memorials giving expression to the depth of one's feelings and sentiments.

Be it the Sanchi Stupa, built for the propagation of religion, or the Taj Mahal a dedication of love
from an emperor to his beautiful wife or the Jantar Mantar explaining the art of astronomy, all the
monuments remain today as testimony to the rich cultural heritage of this
land, and the examples of exquisite craftsmanship of the people of the ages gone past. The
grandeur of many such masterpieces is quit breath taking and their excitement created by their
variety is beyond comparison. The beauty of India's cultural heritage and the rich men of the
nature's endowments make India a tourist's paradise .

HYPHOTHESIS

MARKETING AS A CONCEPT

By definition "Marketing is a social and managerial process by which individuals and groups
obtain what they need and want, through creating, and exchanging products and value with
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others" This definition lays down emphasis on the core concepts of needs, wants and demands,
products, utility, value and satisfaction, exchange, transactions and relationships, markets and
marketing and the marketers. Another important feature about the demand is that demand can
be generated by obtaining various tools in a society or system whereas needs cannot be created.
Needs pre-exist marketers.

The marketers along with other influences in the society, influence

wants. They can monitor wants by trying to convince the consumer that how a particular good or
some product or services would satisfy their need. Here the different tools of sales, promotion,
marketing etc. play their role. The demand for a particular product can be made by making easy
access to the product, or by making the products attractive, affordable etc. In this context, the
most important part is to make a prospective consumer aware of a particular product or service.
This generation of awareness about that service or product can be done best by marketing of the
service or product. Here, one important thing should be kept in consideration which is creating
awareness to the customer is not the only function of Marketing, rather the concept of
Marketing is very vast and it includes lots of features, approaches, functions and results in its
application.

NEED OF MARKETING STRATEGIES IN TOURISM

Since Tourism industry is a service industry, Marketing Strategies play a vital role in this sector.
There are two factors which are to be taken into consideration :-

(i) Basically, there is always an attraction which makes a particular place a tourist destination
e.g. Eiffel Tower of Paris, Leaning Tower of Pisa makes France and Italy the tourist destinations
respectively,
(ii) The services prevalent or available in that area to make an individual comfortable in that
place.

Keeping both of the above points into consideration, marketing of a particular destination should
be done by applying proper strategies. The marketing strategies have to take various factors into
consideration while applying them.

TOURISM DEVELOPMENT IN INDIA –AN OVERVIEW

In the modern day Indian, tourism is considered as a field, more or less

which needs attention to be paid off. With concept of the modern life, the society has started
devoting its attention towards the field of tourism. Be it, the government plans for the
development of the area or a holiday plan at the time of vacation by the people or it may be a
Honeymoon trip for a newly wedded couple, people have started travelling for the purpose of
leisure. Travel from the hometown to a place of tourist interest has come a common
phenomenon for the masses of Indian society nowadays, which once upon a time was a leisure
activity, not only for the people of common classes, but we can call them people of affluent
classes.

ANALYSIS OF TOURISM DEVELOPMENT IN AGRA

Basically there are three major categories which are mandatory for highlighting a place as a
tourist destination. These are -
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(1) Attractions
(2) Accommodation
(3) Accessibility.
If we analyse the existing potential of Agra in the field of tourism, we can very broadly categorise
the products, which are available as a full-fledged properly highlighted and reckoned tourist sites.
The sites which are famous worldwide and bring the city of Agra in the limelight are presence of
historical monuments, defining their own identity to the world. These sites include the Taj Mahal,
better known as one of the Seven Wonders of the World, the Agra Fort, a well constructed
monument which explains the thinking, monarchial life style of the past. The list also includes
other monuments which are not so famous like the Taj, but still they are part of Agra's highlighted
tourist sites such as Sikandara, Itimad-ud-Daula or the Baby Taj etc. But there is another
face of the coin and that shows there are yet many sites which are still waiting some attention to
be paid to them to come into limelight of the tourists.

(A) ATTRACTIONS:

If the historical city of Agra represents some of the vestiges of the past, it has also grown to have
some new ventures in the modern world. This aspect includes the development of modern
amenities such as cinema halls, parks, theatres, theme Parks etc. This type of products,
which are a part of attraction for the people of modern world, can be taken into consideration as
an invitation for those people who find it difficult to choose Agra as tourist destination, only as a
land of historical monuments. The Gokulam Water Kingdom on Agra Mathura highway is the best
example of these new ventures. This Water Park is one of the new attraction for school children
as a picnic spot. Thus the clarification of tourist sites can be broadly done as:-

(a) Tourists Sites/Monuments which need introduction and proper marketing and publicity.

(b) Tourist sites/Tourist products which do not need introduction but more effective marketing
and publicity is required for the better promotion and development of tourism in Agra region.

- TOURISM SITES –

(1)Tai Mahal: The most famous Mogul monument was constructed by Emperor Shah Jahan in
the memory of his wife Mumtaz Mahal, the 'lady of the Taj'. It has been described as the most
extravagant monument ever built for love, for the emperor was heart broken when his wife
Mumtaz died in 1629. If there is a building,which represents a country - like Eiffel Tower for
France, the Sydney Opera House for Australia - then it has to be the Taj Mahal for India. Even
today, the tribute to love 'the Taj Mahal' retains its pristine beauty after centuries.

The Taj Mahal stands on a raised marble platform with tall white minarets at each corner of the
platform. They are just for decorating; nobody is called to prayer for them. The central structure
has four small domes surrounding the huge, bulbous, central dome. The tombs of Mumtaz Mahal
and Shah Jahna are in a basement room. Above them in the main chamber are false tombs, a
common practice in Indian mausoleums of this type. Light is admitted into the central chamber by
finely cut marble screens. The echo in this high chamber, under the soaring marble dome, is
superb and there is always somebody there to demonstrate it.
Although the Taj is amazingly graceful from almost any angle, it's the close-up detail which is
really astounding. Semiprecious stones are inlaid into the marble in beautiful pattern and with superb
craft process known as pietra dura.
(2) Agra Fort:
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Construction of the massive Agra Fort was begun by the Emperor

Akbar in 1565, and additions were made until the time of his grandson, Shah
Jahan. While in Akbar's time the fort was principally a military structure, by
Shah Jahan's time the fort had become partially a palace. A visit to the fort.is an Agra 'must*
since so many of the events, which led to the construction of the Taj, took place here.

There are many fascinating buildings inside the massive 20-metre-thick walls which stretch for
214 km, surrounded by a moat over 10 meters wide. The fort is on the bank of Yamuna River
and only the Amar Singh Gate to the south is open. Inside, the fort is really a city within the city.

(3) Akbar's Mausoleum:

At Sikandra, 10 km north of Agra the tomb of Akbar lies in the centre of a large garden. Akbar
started its construction himself but it was completed by his son, Jehangir, in 1613. A combination
of Muslim and Hindu architectural styles, the building with three storey minarets at each corner,
is built of red sandstone inlaid with white marble polygonal patterns. Four red sandstone gages
lead to the tomb complex, one is Muslim, one is Hindu, one Christian, and one is Akbar's patent
mixture. Like Humayun's tomb in New Delhi, it is an interesting place to study the gradual
evolution in design that culminated in the Taj Mahal.

(4) Itimad-ud-Daula:

There are several interesting sights on the opposite bank of the Yamuna and north of the fort.
Across the river the first place of interest is the Itimad-ud-Daula- the tomb of Mirza Ghayas
Beg,popularly known as Baby Taj. This Persian gentleman's beautiful daughter married Emperor
Jehangir. She was known as Nur Jahan, the 'light of the world'. The tomb was constructed
by Nur Jahan between 1622 and 1628 and is very similar to the tomb she constructed for her
husband,Jehangir, near Lahore in Pakistan.

The tomb is of particular interest since many of its design elements foreshadow the Taj,
construction of which start only a few years later. The Itimad-ud-Daula was the first Mughal
structure totally constructed of marble and the first to make extensive use of pietra dura, the inlay
work of marble so much a part of the Taj.

(5) Daval Baqh Temple :

In Dayal Bagh, 10 km north of Agra, the white marble temple of Radha Swami Hindu sect is
currently under construction. It was constructed almost 90 years ago and is not expected to be
completed until sometime in 21st century. There are beautiful pieta dura inlaid marble work
actually being worked on.

(B)
ACCOMODATION:

HOTELS OF AGRA:

There are a range of hotels located in Agra which have a range of prices as tariff. There are
some hotels which are very small and fall under the category of budget hotels. They serve the
purpose of fulfilling the needs of pocket to tourists or budget tourists to a great extent, but due to
their limitations of being very little and small category, they are not very popular, though they are
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an integral part of the hotel industry of Agra. On the other hand there are some big star category
hotels in Agra which are associated or a part of the famous groups or chains of hotels either at
International level or National level. These hotels not only serve the purpose of catering the need
of elite class people but also serve the purpose of promoting Agra as a centre of tourist
attraction. The main hotels of Agra include:-

1. Amarvilas:-

This is the hottest and the latest property among the hotels of Agra, located at half km distance
from the eastern gate of Taj Mahal, this property of Oberoi Group is the closest star category
hotel from the Taj Mahal.The property includes 106 number of rooms in total , out of which 38 are
Deluxe Rooms, 61 Superior Deluxe category, 4 Executive Suites, 2 luxury suites and there is one
most luxurious suite viz. Kohinoor Suite. The peculiarity about this hotel is all the rooms are Taj
facing.

2.Jaypee Palace:-

Another hotel which is also very new in Agra is Hotel Jaypee Palace of Jaypee Group. This is
also a five star deluxe hotel. The numbers of rooms are 350 in total out of which
36 are standard rooms, 261 are deluxe rooms 38 are executive deluxe, 06 are Junior Suites and
06 are Executive Suites.

3. Mughal Sheraton:
Another five state deluxe of the Agra region is Hotel Mughal Sheraton, having a capacity of
285 rooms.

4. The Taj View Hotel:-

This is a Five Star Hotel having 100 rooms in hotel. Operated by the Taj Group of Hotels, there
are 30 Taj facing rooms, out of which 20 are superior and 10 deluxe rooms. In addition there are
05 executive Suites, which are also Taj facing and the remaining 65 rooms are standard rooms.
There are two main restaurants viz. Jhilmil- the coffee shop having 78 covers and Nazara- the
multicusive restaurant having 63 covers. The Banquet Halls include Phool Bagh and Mumtaz,
which can accommodate 200 and 100 people respectively .

5. Clarks Shiraz:-

This is the oldest and the first five star property of Agra. Having its foundation stone laid in 1963,
at present there is a total strength of 237 rooms. 145 rooms are standard rooms, 90 deluxe
rooms, and 02 suites. Out of these 70 rooms are Taj Facing.

6. The Trident Agra:-

If there is a hotel which is three Star and caters the services of a five star hotel, that is Hotel
Trident, Agra. Another property of Oberoi Group is having a capacity of 139 rooms in hotel, out of
these 84 are standard Twins, 56 rooms have large beds and there is one suite.

(C) ACCESSIBILITY –
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Agra is very well connected to all parts of India through the railways and the roadways. There is
an Air Base present in Agra a part of which serves the purpose of civil aviation. The nearness of
the city of Agra has restricted the growth of the Agra Airport, hence there is only one flight
operating and i.e. Indian Airlines flight no. IC 407 which starts from Delhi and goes till Varanasi
with a Stop over in Agra and one in Khajuraho. The same flight returns back to Delhi under the
flight number IC 408 Agra is well connected to Delhi and Gwalior by the railway back in the
direction of north and south and connected to East by tundra railway back and to Sawai
Madhopur in the west. The best train available for the tourists is the Shatabdi express which
covers the distance between Agra and Delhi in just two hours. The road network is also very
developed now. There are four lane tracks on the Agra Delhi Highway and Agra Jaipur Highway,
which provide an excellent road network between the Golden Triangle of India i.e. Agra-Delhi
and Jaipur. So all the available routes i.e. air, rail and road make Agra quiet right destination in
terms of accessibility factor. Yet there are measures, which are to be adopted to improve the
accessibility conditions of Agra, which include landing of more flights in Agra, not only within
India but from the abroad as well. The highways also very good but there should be some better
conditions of road within the city.

More royal grandeur and comfort can be experienced by having a train ride of the Palace on
wheels which is a unique luxury train in itself. The train offers a full package of the tour of
Rajasthan, Delhi and Agra. Once in a week it comes to Agra and in it Tourists can enjoy the
pleasures of a moving hotel and have the pleasure of sightseeing like a royal prince or king
enjoying his best in the Palace of wheels.

ROLE OF U.P. STATE IN THE PROMOTION OF TOURISM IN AGRA.

UP Tourism:-

UP tourism has laid down many objectives and planned their strategies for the promotion of
tourism in Uttar Pradesh as a whole with the special attention and thrust on the development in
Agra region. Their mission is to develop tourism as the major industry of Uttar Pradesh by
providing leadership and organisational and strategic direction, to improve the quality of tourism
product, to develop places of tourist interest, to provide necessary facilities for all categories of
tourists, be it a leisure tourist, a pilgrim or for any other purpose. The mission also aims to market
Uttar Pradesh tourism products, internationally and domestically so as to provide employment
and for the economic, environmental, social and cultural benefit of the citizens.

Straterqies for the promotion of

tourism
in Uttar Pradesh
:-
The UP tourism lays down the following strategies under the new tourism plans to achieve the
targets set under the policy -
(1) to develop the necessary infrastructure facilities through private and public partnership.
Special importance would be given to facilitate investment made by the non resident Indians .

(2) Priorty by the government to the development of basic infrastruture facilities viz. roadsaviation
services,rail,surface and water transport uninterrupted electric supply, telecom facilities, drinking
water, seavage facilities and accomodation.

(3) Reorganization of circuits for integrated development, publicity, promotion and maintaining a
master plan to be prepared for each circuits utilizing service of expert consultant in the planining
and execution.
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(4) To create corpus fund for the development of basic amenities, conservation and
maintenance, 'devotailing' i.e. combination of funds arising from private and public service for the
same.

(5) Upgradation .moderation and profitable management of the UPSTDC and its units and
privatization of units wherever necessary.

(6) Promotion of ecotourism in all the possible destinations in order to preserve the environment
and tourist sites aswell.

(7) To develop and publicise new tourism product and attraction like Yoga, Spiritual Knowledge,
Ayurveda, Naturopathy, Adventure Sports, Eco- Tourism,Water Cruises, Film locales, Diverse
Traditional attire and crafts,village life etc.

(8) Restoration of ancient palaces , havelies .building ,forts, and introduction of an incentive
scheme to facilitate their adoption by the private sectors.

(9) Formulation of standards for tourism units and introduction of incentives to facilitate their
adoption by the private sectors.

(10) Extension of the available facilities, tourist spots and attraction of the State domestically and
internationally through advertisement, films , Compact Disks, Cassettes, websites etc. and
effective marketing through participation in domestic and international travel trade conferences,
fairs organisation of Uttar Pradesh tourism promotional festivals in identified cities of important
countries.

(11) Effecting an awareness campaign in civil society to create a favourable atmosphere and
affinity towards tourism.

(12) Effective Co-ordiation betweeen various departments for developing tourism industry by :- •

(i) establishing Paryatan Mitra (friend of tourism) for assisting entrepreneurs.

(ii) formulation of advisory committies at district division and State level
(iii) fomation of tourism promation council at the district level
(iv) well planned efforts to co-ordinate with the related Ministries of the Government of India.

(13) To create sufficient facilities for tourism related human resource development by upgrading
and improving the management of the new Tourism Management Institutes and Food Craft
Institute besides establishing new one if necessary.

(14) Strengthening and expansion of the department tourism organisation of festival through
incentive to the tourism industry, and establishment of special cell for efficient collection of data
and research work.

Thus it is evident from the targets and strategies of New Tourism Policy of Uttar Pradesh
Tourism that it has many features which are surely serving as tools for the promotion of
Tourismin the years to come. In this regard, it is also evident from the data and the figures that
the tourist inflow continues perennially and larger in number down the years.

LIMITATIONS/CHALLENGES of tourism in Agra –

-Deficient sustenance of infrastructure on distinct tourist places

- Deficient air, road and rail transportation connectivity to manifold tourist places
- Deficient accessibility to hotel rooms
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- Deficiency of specialised workers
- Scarcity of calibre and sanitized outlets for food and restaurants at tourist places
- Deficient facility for sanitized and hygienic toilets at public places
- Deficient sterility at tourist and public places
- No management for tourists at religious sites
- Heritage sites lack conservativeness
- Deficiency of trained and certified guides for tourist
- Molestation of visitors via trespasser and other illfamed elements
- Deficient security of visitors

RESEARCH METHODOLOGY

The research methodology helps a research scholar in making the work convenient andauthentic.
There are two important sources for collecting information -primary and secondary.
- The present study is based on a combination of primary and secondary sources of research.
- The background materials have been collected from different published books, articles,
journals, magazines, brochures, reports and newsletters.
- The collected materials from different sources has been analyzed and processed in the face of
objectives of research.
- The work also includes the statements and personal interviews given by the authorities of
different organizations involved in the tourism industry of Agra.
- The combination of the primary and secondary sources has been applied in the tourism
scenario of Agra region.
- On the basis of measures adopted in the developed countries, suggestive measures are
presented for showing better results in highlighting Agra as an ultimate tourist destination for
people of different age groups, tastes, choices and preferences.

CONCLUSION –

Hence it is very much evident from the facts and analysis that if one can think of his or her dream
destination in India the ultimate destination which comes into mind is the City of Taj Mahal,Agra.
But the studies and the reports clearly reveal that the city is not witnessing the presence and stay
of the desired number of Tourists, the number it should actually do. There are many things in
which the city is lacking behind in spite of the presence of the enormous and vast potential
present in itself. Thus there should be proper planning and promotion of Tourism which should
be adopted by the collective effort of Public sector Organizations, Private sector organizations,
the citizens of Agra city and above all the people involved in the Tourism Industry of
Agra.
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