TABLE OF CONTENTS. Chapter Content Page No. Preface Acknowledgement Table of Content List of Tables List of Figures Abbreviations/ Acronyms

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1 TABLE OF CONTENTS Content Page No. Preface Acknowledgement Table of Content List of Tables List of Figures Abbreviations/ Acronyms i - ii iii- iv v - ix x- xi xii - xiii xiv - xv 1 Introductory Background, Research Design and Framework of the Study Introduction Global Tourism Industry Indian Tourism Industry Kerala Tourism Industry in Nut Shell 1.2 Background of the Study 1.3 Statement of the Problem 1.4 Review of Related Literature International Scenario Studies in Indian Scenario Studies in Kerala Scenario 1.5 Research Gap 1.6 Need and Significance of the Study 1.7 Scope of the Study 1.8 Objectives of the Study 1.9 Hypotheses of the Study 1.10 Methodology of the Study Research Approach Sources of Data Data Collection Methods Tools for Data Collection Sample Design Data Analysis 1.11 Limitations and Delimitations of the Study 1.12 Design of the Study [v]

2 2 Marketing Strategies of Tour Packages: Concepts and Philosophies 2.1 The Concept of Marketing 2.2 Service Marketing 2.3 Tourism Marketing Defining Tourism Marketing Tourism Marketing Process Objectives of Tourism Marketing Rules for Successful Tourism Marketing 2.4 Tourism Marketing Triangle 2.5 Tourism Marketing Planning 2.6 Tourism Marketing Strategy Strategy: As a Concept Marketing strategy Tourism Marketing Strategy Tourism Marketing Mix 2.7 Marketing Strategies of Tour Packages Tour Packages: Conceptual Analysis Evolution of the Concept Types of Tour Packages Steps in Developing tour Packages 2.8 Marketing of Tour Package Marketing Plan for Tour Packages Tools and Techniques for Marketing Package 2.9 Steps in Determining Marketing Strategy 2.10 Marketing Strategies for Tour Packages Go for Growth Sector Specialize Develop a Vigorous New Product Policy Concentrate on Building a Brand Name Tap an Undiscovered Goldmine Renovate a Decaying Product Turn Clients from Ciphers into Human Beings Go for Quality Offer the Widest Possible Product Range Push and Pull Strategy Generic Strategy Models 2.11 Conclusion Reference [vi]

3 3 Performance and Resource Potential of Kerala Tourism Industry 3.1 Introduction 3.2 Kerala as a State 3.3 Kerala: Myth, Legend and Chronicle 3.4 Kerala as a Tourist Destination 3.5 Kerala Tourism Industry 3.6 Performance of Kerala Tourism Industry Foreign Tourists Arrivals ( ) Domestic Tourist Arrivals Tourist Arrival in Kerala: 1996 to Earnings from Tourism in Kerala Awards and Recognitions Chief Promoters of Tourism in the State 3.7 Resources Potential of Kerala Tourism Industry Beach Tourism Backwaters Wildlife Tourism Hill Stations and Mountains Pilgrimage Tourism Monument Tourism Waterfalls Parks and Gardens Rivers and Dams Eco Tourism Adventure Tourism Sports Tourism Village Tourism Farm Tourism Institutional Tourism 3.8 The Unique Experiences and Resources Ayurveda - Harmony of Body, Mind and Soul Houseboat Cruises Kerala Cuisine Commercial Centres Shopping Performing Arts Festivals and Fairs 3.9 Conclusion [vii]

4 4 5 Working Structure and Overall Operations of Kerala Tourism Development Corporation (KTDC): A SWOT Analysis 4.1 Historical Background 4.2 Vision 4.3 Mission 4.4 Strategic Intents 4.5 Objectives 4.6 Share Capital 4.7 Working Structure Functional Departments Commercial Department Marketing Department Personnel Department Accounts and Finance Department Training Department Engineering Department Systems and Networking Department 4.8 Overall Operations of KTDC Hotels and Motels Restaurants and Beer Parlours Conducted Tours Tour Packages KTDC tourism packages for NRKs Entertainment Activities Handloom and Handcrafts Consultation Services 4.9 KTDC s Contribution to Tourists Inflows 4.10 SWOT Analysis 4.11 Tenability of Hypotheses and Conclusion Marketing Strategies of Tour Packages in Kerala with Special Reference to KTDC: Analysis and Evaluation 5.1 Marketing Mix Perspective Analysis of Tour Packages Product Perspective Analysis Price Perspective Analysis Place/ Distribution Perspective Analysis [viii]

5 Promotion Perspective Analysis People Perspective Analysis Process Perspective Analysis Physical Evidence Perspective Analysis 5.2 Marketing Strategies of Tour Packages of KTDC: Analysis and Evaluation Product/ Consumer Oriented Approach Price/ Competitor Oriented Approach Distribution/ Trade Oriented Approach Promotion/ Communication Oriented Approach 5.3 Tenability of Hypothesis and Conclusion Reference Tourist Satisfaction with KTDC s Tour Packages: An Empirical Analysis 6.1 Demographic and Travel Behavioural Profile of Respondents 6.2 Mean Scores of Attributes 6.3 Tourist Overall Satisfaction 6.4 Major Satisfaction Determinants of Tour Package Factor Analysis Multiple Regression Analysis 6.5 Testing of Hypothesis 6.6 Tenability of Hypothesis and Conclusion Findings, Suggestions and Conclusion Summary of Findings Suggestions Conclusion Directions for future researches Bibliography Appendices Appendix 1: Tourist Satisfaction Questionnaire Appendix 2 : Survey of Tourists Inflows (Questi..) Appendix 3: Details of Conducted Appendix 3: Details of Tour Packages [ix]

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