Category: Free Essays

Executive summary

Air Asia, the market leader of low cost carriers in Asia, shown on the good record of bringing about innovative idea into the industry. The industry itself, especially in the Asian region, is observing a higher growth rate of passenger and profitability. The report examines the organization’s key business structure and operation, products and provides summary analysis of its key revenue lines and strategy. The analysis looks at the impact of external and internal factors on the organization, and evaluate it responses. Essentially SWOT and PESTLE analysis provide a simple framework through which strategic options can be identified in which Air Asia operate. The SWOT process will start by examining the strengths of the Air Asia of today. One of the most dominant strengths possessed by Air Asia is the adding of new Airbus A320 aircraft to its fleet. Airbus A320 gives Air Asia the largest, youngest and most modern fleet in the region. Another strength of Air Asia is the upgrading of the online booking system, in which will offer the ability to passenger to check in online and printing out boarding passes. An opportunity available to Air Asia is fastest growing market in China and India. Both countries give a huge opportunity for Air Asia to expand its business in the region. In the threat part of the analysis is concerned with identifying parts of the Air Asia that might affect its business performance. In recent years a whole class of low cost carriers such as Singapore’s Tiger Airways and other airline carrier coming into the market. PESTLE analysis is to conduct an environment analysis in the context of Air Asia international business operations, describing the major variables involved and the impact of the specific threats and opportunities confronted by Air Asia.

The second part of the report is trying to analyze the policies and decision making will be influenced by those human capital and information technology involved. Air Asia has locked a partnership with CAE for mutual benefit where CAE will provide pilot training for all of Air Asia current and future pilot in the region. Air Asia also has locked a partnership with its IT vendor which can constantly improve the system and offer a wide range of distribution channels to make booking and traveling easier for its guests.

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Air Asia has built the Air Asia Academy to develop high quality manpower in ensuring seamless business growth. It operating results underscore two major highlights. The first is how effectively the employee worked to meet customer needs and the second is how well the team manages the robust capacity growth. A number of positions are normally improved to increase its competitive advantages and proficiency, which enables Air Asia to achieve and maintain the business growth. The area of improvement included service, strategic alliance and product improvement.

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INTRODUCTION

Air Asia is most popular and profitability organization since Air Asia introduced its low fare, no frills concept in December 2001. Dato’ Tony Fernandes, who introduced the first budget no frills airline, Air Asia, to Malaysian with tagline “Now everyone can fly”, Air Asia’s philosophy of low fares is aimed to make flying affordable for everyone (AirAsia.com 2008). It is also aims at making travel easy, convenient and fun for its guests. The airline now flies to over 48 destinations in Malaysia, Vietnam, Myanmar, Cambodia, Thailand, Indonesia, Macau, China and Philippines (AirAsia.com 2008). Air Asia formed two successful joint ventures in Thailand through Thai Air Asia, and Indonesia through Indonesia Air Asia in 2004. Where Air Asia holds 49% stake in both companies. Now, Air Asia expanded its fleet from the original two to twenty eight, and revolutionized air travel in this country by offering incredibly low airfares through its innovative sales channel (AirAsia.com 2008). To date the Air Asia group, has carried over million passengers per year.

In the history of Air Asia, we can identified how diligent and smart of Dato’ Tony Fernandes to operate to be ultimately constructed by external and internal factors on strategic planning to ensuring alignment during implementation of organization success. We all know Air Asia, the heavily indebted subsidiary of the Malaysia government owned conglomerate, DRB-Hicom, was losing money big time. Instead of starting from scratch, Prime Minister Tun Dr. Mahathir Mohamad advised Fernandes to buy an existing airline instead (Wikipedia 2008). Fernandes mortgaged his own house and sank his savings to acquire the company, comprising two ageing Boeing 737-300 jets. Air Asia was acquired at RM 1.00 with liability of over RM 40 million worth of debts, and transformed it into an industry player (Wikipedia 2008).

For what happened on this date in history, coming just after the September 2001, undoubtedly the worst day in the history of commercial aviation when nobody wanted to fly, everyone scoffed at his idea, predicting that the company would fail miserably.

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Yet, just one year after his takeover, Air Asia had broken even and the debt was paid off. For the year to June 2002, a RM 30 million net profit was recorded on revenue of RM 310 million (Wikipedia 2008). Why it happened? What is well made decision to enables Air Asia to achieve and sustain a competitive advantage?

The world has changed. Organization has had, and is having significant effects on the way how to make better decisions in organization. Policies and decision making are inherently concerned with the future. Because of this the organization is often concerned with assessing in the future as an input to developing organization strategic plans. This is particularly true in the area of environmental analysis in organization planning. The development of strategies inevitably involves choice between alternatives strategies and hence the need for analysis and decision making.

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A. Task 1
INTERNAL INFLUENCES ON AIR ASIA
2.1 Organization Vision and Mission

Organization vision commonly provides a clear indication of the overall purpose of the organization. It will describe the main activities of the organization and the position or standing that it wishes to achieve in the future. Organization vision of the Air Asia is to continue to be the lower cost short haul airline in every market its serve, delivering strong organic growth through offering the lowest airfares at a profit (AirAsia.com 2008). It is important that the vision stretches the organization but it must be realistic.

2.2 Organizational Structure

The structure of an organization refers to the patterns of relationships among positions in the organization and between individual members of the organization. Its will help to define the tasks that people do, the allocation of the responsibility and authority, the roles that people play and the relationships between them. The organization structure and principal operating of Air Asia include three executive vice presidents, for operations, commercials and people, serve under the CEO and the deputy CEO. The senior manager of the network operations, who contributed most of the information in this article, reports to the executive vice president of operations (Idris, 2007). In general, the organization structure of Air Asia also included flight crews, which people responsible for the operation of the aircraft, such as pilot and flight attendants. Ground crew, people will responsible for operations at airports. They are include gate agents, ticket agents, flight dispatchers, baggage handlers, electric system technicians, passengers’ service agents and airframe and power plant technicians.

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2.3 Organization Policy

The main organization policy of Air Asia is its will provide reliable airlines services to its customers through its various divisions, according to the requirement of customers and in compliance with statutory regulations and industry norms. Therefore, it’s emphasized in leanest cost structure; maximize shareholders’ value; safety; passion for guests’ satisfaction; transparency and human capital development (AirAsia.com 2008). The various divisions will formulate quality objectives for achievement of his policy and strive to continually improve the quality of service by periodically upgrading the knowledge and skills of its personnel.

2.4 Business Strengths

One of the best known frameworks done by Air Asia is offering the low airfares in the region. This concept is main focus to lower cost perpetually. As business environments become more competitive and in some cases more volatile, business organization have become more concerned about the “price”. No matter how clearly history we know, there will be time again when we have to engage in a price war. Therefore, if the airlines get the passenger to their destination on time at low airfares, people will fly the airlines. That was why Air Asia introduced the first budget no frills airline, to Malaysians with the tagline “Now everyone can fly” (Wikipedia 2008). And that is why it is main focus to lower cost perpetually, so that it can evade and fend off any sort of irrational competition.

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2.5 SWOT Analysis

SWOT analysis can play a valuable part in any strategic planning, it provide a simple framework and common language through which strategic options can be identified.

Strength

Pioneer in no frills airline services in South East Asia.

Cheap rate of flight.

Convenience of passenger to purchase air ticket online.

Recently purchased Airbus A320s making it largest customer of the type.

World class airport facilitate travel. E.g. Kuala Lumpur International Airport

Weaknesses

Reliance so much on computer for booking and for the storing of information could be risky due to failures and viruses.

Marketing primarily focused on ASEAN market.

Underdeveloped distribution system.

Ineffective use of horizontal distribution alliances.

High fuel prices.

Opportunities

Able to penetrate many ASEAN market and Western market.

Airbus A320s enable Air Asia to carry more passengers.

The coming Beijing Olympic game 2008

Proximity to large and growing Asian markets, such as India and China.

International campaign launch to promoting Malaysia. For example Visit Malaysia 2007.

Threats

Competition from Singapore’s Tiger Airways and other airlines carrier in South East Asia.

Changing patterns of buying behavior.

Deteriorating of Air Asia service base on many complaints.

Terrorism threat.

Legislation could impact.

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The strong market share in South East Asia is one of the strategic advantages as it will be the springboard for Air Asia future expansion, growth and profitability. One of the most dominant strengths possessed by Air Asia is its ability to follow the changes in a market that is continually changing. For example, Air Asia seeks to purchase new Airbus A320 aircraft to its fleet. As the number of Airbus A320 aircraft increases, it will be able to cater the largest customer and providing bigger seating capacity, wider aisles, greater comfort and a quieter ride. An opportunity available to Air Asia is fastest growing market in China and India, and the coming Beijing Olympic game 2008. By having a large market it gives a huge opportunity for Air Asia to expand. However, even with the best strategies in place threats can occur from unexpected directions. For example, 9/11/2001 attack on the World Trade Center. Many people are still reluctant to fly and market swings away from airplanes. Another threat to Air Asia is new competitor emergence in the airline market, such as Singapore’s Tiger Airways and other airlines carrier in South East Asia. This might affect the business outcome of Air Asia. Therefore, how the business is performing and copes with the issues is important to the organization move forward.

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EXTERNAL INFLUENCES ON AIR ASIA
3.1 PESTLE Analysis
3.1.1 Political

PESTLE analysis assumes that the success of an organization is dependent on the way in which the organization manages its interaction with its external environment (University of Sunderland, 2005). The environment presents the organization with series of challenges, risks and opportunities. Such a business would clearly be affected by changes in the political environment. One of the most obvious aspects is some governments attempt to control the industry sector and may impose conditions to protect the local industry for barriers to new entrants. Therefore, in order to ensure smooth growing, Air Asia must analysis and aware the local political stability and governmental function.

3.1.2 Economic

Economic trends such as changes in net disposable income levels could also influence the business performance. If disposable income declines the clearly the effective demand is likely to go down. Since the economic crisis in ASEAN on 1997, an individual cannot afford to pay a higher rate had ever traveled in a plane. However, Fernandes believe Malaysian travelers would embrace a low rate air service that will save them time and money, especially in a tight economy. That was why he copied one of the worlds most successful no frills carrier’s concepts, Ryan air out of Ireland (Wikipedia 2008). Finally his has to be recognized that one of these strategies will be success in the business as a whole.

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3.1.3 Socio-Cultural

Socio-Cultural changes are often long term in the impact but should be monitored all the same. Shift in values may for example affect general attitudes towards traveled in a plane, and changes in business environment with which people can find the best choose of employment in other countries. Attitude changes and demographic changes will change the market as well. Therefore, low airfares promote by Air Asia will delivering strong growth in airline market share.

3.1.4 Technological

Technological change may affect the business outcomes in many ways. Simple issues such as the development of internet online booking system launch by Air Asia in recent year. This made Air Asia offer the ability to check in online and print out boarding passes online (Wikipedia 2008). There may influence the size of the potential market and the number of people able to travel to other countries. Increasing access to the internet may change the way in which the customers can booking the air ticket immediately, neither to wait long queue in the counter. Potential customers may also have changed expectations as a result of experiencing new technology. As a result, improved channel distribution has meant that, increasingly, customers are exposed to, and aware of the products in other parts of the world.

3.1.5 Legal

The legal framework of a country influences organization strategy through its laws regarding such areas as industry regulation, employment conditions and so forth. However, in today business world, Air Asia needs to take into the consideration in an environment of complex law and regulation. Similarly any general legislation that affected taxation or employment would affect the business outcomes and could affect profitability. Moreover, government bailouts for competitors may lead to unfair competition.

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3.1.6 Environment

Changes in the physical environment, roughly viewed as comprising the natural and man- made environment, affect our daily lives and the functioning of the organizations. In western countries, pollution has become an important political issue and legislators are elected as member of green parties (Media 2008). Indeed, in many countries, the strength of the environmental movement has led to strong legislation affecting organizational production system and products (Media 2008). Air Asia needs to consider the environmental impacts of its strategies and take into account a broader range of interest group. For Example, reduce fuel consumption and energy. In addition, high utilization of resources is enforced to minimize wastages (AirAsia.com 2008).

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B. Task 2
KNOWLEDGE MANAGEMENT AND THE LEARNING ORGANIZATION
4.1 Training and Development

Training and development will concerned with the provision of learning, development and training opportunities which ensure that the employee has the skilled, motivated and committed it needs now and in the future. Air Asia stresses the training and development of the staff to keep abreast with changes. The normal one week on the job training is given to new employees. Training is ongoing for three months within the period of probation. Employee skills and knowledge will be upgraded with ongoing course using Air Asia’s academy (Idris, 2007). It ensures that the employee has the skilled to handle multiple jobs in the organization. For example, the cabin crews are not only serving passengers on board but do multiple tasks such as ensuring passengers’ safety, helping passengers, and ensuring cleanliness of aircraft interior. The training will help the employee to facilitate change in the external and internal environments, in which they are trained to learn new skills and develop new abilities, to respond to these changes in the organization.

4.1.1 Decision Making – Developing Human Capital

Air Asia will partners with Canadian Aviation Electronic to build an aviation training centre of excellence and selected Kuala Lumpur as the location for its Southeast Asian training hub. Air Asia has locked a partnership with CAE for mutual benefits where CAE will provide pilot training for all of Air Asia current and future pilot in the region (Mywire.com 2008). These will demonstration of excellence in improving the training quality and human capital development within Air Asia. Partners with CAE will help the organization to develop high quality manpower in ensuring seamless business growth.

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4.2 Human Resource Management

In order to remain high quality manpower in ensure seamless business growth. Air Asia needs to revamp and rethink conventional recruitment strategies to achieve and sustain a competitive advantage. Attracting the right people has never been harder. Indeed recruiting and retaining talent is organization’s biggest challenge. Its all well and good operating in a dynamic economic climate but with high attrition rates, inevitable in such competitive times, many are struggling to find the right people to keep up, let alone get ahead. People management is a strategic priority for Air Asia, especially at a time when the organization is rapidly evolving and expanding horizons. Air Asia needs to have the right people for the role, and then to build those into a strength and knowledge, in which to lead the organization becomes a major market player.

4.2.1 Decision Making – Recruitment

Air Asia believes that investing in people ultimately brings the greatest return. It continued to recruit the overwhelming majority of its talent internally. With over 5,000 employees across eleven countries, Air Asia is blessed with a multi-pool talent and dedicated to hiring and maintaining a workforce of well trained, reliable and safety focused employees at all level of the organization (AirAsia.com 2008). In addition to corporate programs for existing employees, an active recruitment program is in place to attract and retain qualified individuals from all trades and professions. The primary goal is to increase the number of young potentials in the organization and to develop the Air Asia employer brand (AirAsia.com 2008).

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4.3 Information System

The information system has had a greater impact to display the products that can be seen worldwide especially useful for linking Air Asia with customers or business partners. It provides a worldwide distribution channel for information and ability to link market demand to production planning, and helps the management to communicate quickly with those at lower level. Air Asia have became the first in the world to introduce SMS booking where customers could book their seats, checked flight schedules, and obtain the latest promotional announcements through their mobile phones (Idris, 2007).

4.3.1 Decision Making – Technology

Air Asia keeps introducing innovative ways for online booking and ticket sales. It has locked a partnership with its IT vendors for mutual benefits where Air Asia can constantly improve the system while IT vendor learns to create innovative products according to customer requirements. It offers a wide and innovative range of distribution channels to make booking and traveling easier for its guests.

4.4 Management Policies

Policies are fundamentally statements of an organization’s intentions relative to their strategic aims. Air Asia mission is to continue to be the lowest cost short-haul airline in every market its serve, delivering strong organic growth through offering the lowest airfares at a profit (AirAsia.com 2008). In order to strive to achievement of the mission and values, the following core value have been a guide for their action, extracted from (AirAsia.com 2008):

i) Leanest Cost Structure

aˆ? Efficient and simple point to point operations

aˆ? Attracting and retaining hardworking and smart people

aˆ? Passion for continuous cost reduction

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ii) Maximize Shareholders’ Value

aˆ? Resilient profit growth through our lower cost base

aˆ? Expansion of the Air Asia network in a prudent and disciplined manner

aˆ? Invest and enhance the Air Asia brand to increase investors’ returns

iii) Safety

aˆ? Comply with the highest International Aviation Safety Standards and practices

aˆ? Keep operations simple and transparent

aˆ? Ensure the security of our People and Guests

iv) Passion for Guests’ Satisfaction

aˆ? Maintain simplicity in every application

aˆ? Practice the unique and friendly Air Asia experience at every opportunity

aˆ? Recognize the linkage between guests’ satisfaction and long-term success

v) Transparency

aˆ? Transparency in decision-making and information sharing

aˆ? Optimum disclosure – higher than industry norms

aˆ? Timeliness in disclosing information

vi) Human Capital Development

aˆ? Invest in both hard and soft skills

aˆ? Recognize all our People as contributors to our success

aˆ? Reward excellence and individual contributions

aˆ? Maintaining one brand across the Group

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4.5 Effectiveness of Chosen Strategy

According to Air Asia Annual Report (2007), Air Asia today has indeed highlighted by robust growth, record profits, industry leading performance and award winning standards. It humble beginning took flight six years ago, and after 24 consecutive profitable quarters later, Air Asia are now the highest profit margin airline in the world. This can be seen in Figure 4.1. In recent times, the sales of Air Asia excess of RM 1.6 billion, a presence in eleven countries and more than 5,000 employees. Earnings continued to improve thanks to robust passenger growth and improved margins in all business areas.

Figure 4.1: The Most Profitable Airline in the World Air Asia

Source: Air Asia Financial Report 2007

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As shown in Figure 4.2, Air Asia recorded revenue of RM 633 million for the quarter ended 31 December 2007. These indicate that 43% higher than the revenue of RM 443 million recoded in the quarter ended 31 December 2006. Its net income improved by 73% to RM 246 million as compared to the net income of RM 142 million achieved in the previous quarter.

Figure 4.2: The Superior Growth with Expanding Profits

Source: Air Asia Financial Report 2007

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In the past five year, Air Asia has maintained unwavering focus and discipline in the low cost model. In the process, it have invested significantly to build a solid foundation and to create a platform for sustainable growth. Air Asia has built the Air Asia Academy to develop high quality manpower in ensuring seamless business growth (AirAsia.com 2008). It operating results over the past year underscore two major highlights. The first is how effectively the employee worked to meet customer needs during the highest demand for air travel it has ever experienced. The second highlight was how well the team managed the robust capacity growth. Air Asia corporate strategy and strategic investments have yielded positive results. In year 2007, it unit cost is the lowest reported in the world and it profit margins are among the best (AirAsia.com 2008). Just imagine what Air Asia can achieve in the future.

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4.6 Area of Improvement

Policies and strategies effectiveness is a source of competitive advantage for Air Asia turn into their strength across a range of different product markets. A number of positions are normally can be improved to increase its competitive advantages and proficiency, in which enables Air Asia to achieve and maintain the business growth.

4.6.1 Service

Organizations depend on their customers and therefore should understand current and future customer needs, should meet customer requirements and strive to exceed customer expectations. How customer expectations are the standard against which service is judge.

That’s the mission. Therefore should understanding customer needs and expectations. In recent years, one of the most obvious aspects of Air Asia done is upgrade their online booking system and payment system to improve efficiency. This will enhance customer satisfaction, and achieve continual improvement of its performance in pursuit of organization objectives. But unfortunately, baggage does not always arrive at its intended destination. Or, if it does, it might turn up damaged or with something missing still always happened. So, how to trace the missing baggage in short period and minimize a similar case happened again. It can help Air Asia to improving the quality of products and services provided to the customer.

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4.6.2 Strategic Alliance

Air Asia introduced a first direct B2B engine to its agents in Asia, through one of its strategic partners, Citibank. The agents make immediate payment via a virtual Air Asia credit card through the internet based real inventory booking engine (AirAsia.com 2008). The question is why; it’s formed up the strategic alliance between the parties? The popularity is business growth and get in on opportunities.

The strategies adopted in a specific market. A gap emerges between what organization goals would like to achieve and what it can do with available resources and capabilities when comparing the threats and opportunities in the environment with an organization’s strengths and weaknesses. The gap can be bridged by the alliance. For example, in order to compete on a global scale and at the same time maintain its independence, Air Asia must make alliances in partnership together with others countries to use facilities, produce components and distribution channels to meet a critical business need.

In year 2004, Air Asia formed two joint ventures in Thailand through Thai Air Asia, and Indonesia through Indonesia Air Asia (AirAsia.com 2008). Why? Because Air Asia able to extend its marketing reach and build credibility with a particular target market. It’s also giving the opportunities to access needed information and greater resources including specialized staff and technology, increase sales in an existing market and enhance technological capabilities through research and development underwritten by more than one party. Another approach is once business is established it has provided the Air Asia with the opportunity to gain new capacity and expertise.

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4.6.3 Product Improvement

Product improvement is the result of consistent, deliberate effort to move the developing organization to a higher level of capability. Product improvement entails developing and launching new products for sale in existing markets (Condensed GSAM Handbook, 2003). It also requires a planned and guided path to excellence, reaching various levels of improvement as intermediate goals along the way such as products with additional features, different packaging, different quality levels etc.

For example, Air Asia Go Holiday and Air Asia Tune Hotels which offer travelers a comprehensive package. Many budget travelers prefer to book their airline tickets and hotels together and Air Asia will offer its customers the facility of making room reservations online as they book their flights. In other words, the product will be improved as a natural consequence. So, eventually have hotels in all Air Asia destinations are part of the areas for improvement. This means understanding and responding to customer needs is the key to success in the increasingly competitive advantages. Making our customers happy is important because it translates to an ongoing relationship, whether travel is business or pleasure, which in turn is loyalty.

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5.0 Conclusion

Since Air Asia entry the market, it is rapidly becoming the most popular airline and profitability organization. Why? Because it focuses the strategic analysis on ways of promoting and developing the product ranges. But no business can consider always sustain a competitive advantage without carefully analyze the primary internal and external influences to which the business environment is subject. However, Air Asia will need to understand what is currently happening in the operating environment. What strategies are being adopted by competitors? Are new entrants coming into the sector? How are the markets moving? Therefore, PESTLE and SWOT analysis have been the most usefully tools for looking consideration of the business environment. Likewise Air Asia will need forecasts of what is expected to happen in the future and the business strengths that could be exploited. This will bring it’s the competitive advantage to the business environment. Therefore how the business is performing and copes with the issues is important to its move forward.

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Introduction

A hotel and Restaurants are the place where providing products such as food, accommodation and services to the guests who willing to pay for whatever consumed or experienced by them.

Basically when the people like to stay or eat out of the home, first they expect the good services, quality products and satisfaction because of this the classification systems is introduced to in hotel and restaurant Industry. Once we search about why people using the classifications systems in hotel and restaurants;

The people can find the hotel and restaurant in easily according to their budgets, because every one can’t stay in five star hotels and they can’t eat in luxury restaurants, so they can find the hotels and restaurants in their capacity.

Most of the people they like to stay and eat at quality and luxury hotels and restaurants, because they like to keep their high range so this classification system is most useful to find the highest range of hotels and restaurants also.

Everyone has a expecting the different facilities, so according to some of classification systems they can find the facilities,

Eg; swimming pool, sports access, live music, Wi-Fi Internet access conference facilities,

*specially disable people expecting the assistance or disable access in room and restaurants

Accessible to a wheelchair user travelling independently.

Accessible to a wheelchair user travelling with assistance.

Accessible to someone with limited mobility, able to walk a few paces and up a maximum of three steps.

The every traveller interest to visit to different kind of places so it’s very helpful to find the accommodations and quality restaurants in their interested places.

The people can make sure their own health and safty,via the classification system because the classification systems are have some of basic law and rules because of that they are checking the quality of food and products, after that only their register with them that industry,

And as a same time this classification system is helping to the Hotel and restaurant industry also,

Every customers are checking the range of facilities and the quality of products, so their taking the classification guides in their hand before their leaving home so this is the best way to advertise the industry,

It’s the best way to publish their business, once the hotels or restaurants are registered with this systems their publishing their qualities of products, and their services, and they can show the range of their industry

Eg; one – five stars hotels, one – three roses’ restaurants

The classification system is reaching to all the customers as a tour guides, so when the Hotel and restaurants are register with this the industry don’t want to advertise their products and services as a result the industry promote the business automatically via the classification system.

In this guides their using lots of simple symbols to easy to identify the range or standards, qualities, services, prices and facilities of the hotel and restaurant industry. Eg;

The classification systems are having different structures;

Registration:

Every Form of licensing which may or may not demand a minimum standard. Eg; Safety and security, Cleanliness, Maintenance, Physical Quality, Hospitality, Reservations, Prices and Billing, Housekeeping Services, Food Quality, Menu and Pricing, Heating and Temperature Control, Lighting, Communication and Business Services and Alcoholic Drink Services/Licences

Classification:

Separation of different types and ranges of accommodation as one To five stars hotel this several categories based on a range of criteria according to these five aeries such as cleanliness, service, food, bedrooms and bathrooms.

And also we can divide the Hotel accommodations as five to seven categories to be applied. – Other forms of accommodation e.g. motels, guest-houses and self catering apartments seldom justify more than two or three classes.

Grading: Often combine with classification; this is a quality assessment awarding a symbol to denote an above average service to an accommodation facility.

Eg; Green globe classification systems for environment, product the global warming,

Popular classification systems in Great Britain:

AA (Auto mobile association)

Michelin guide

Tourist Board

AA – Auto mobile association (Accommodation Guide)

Introduction;

The AA is offer quality-assured accommodation because the AA team of experts visited and rated for the all the accommodations.

In this AA classification system has offer over 6,500 places to stay in UK. Whether Travellers looking for B&Bs, farmhouses, inns, hotels, country houses hotels or town houses, they can find the perfect places via AA.

Every Accommodation uploaded with their available facilities, location, prices, services, and with the images and Details with the descriptions written by an AA inspector.

From short breaks and family holidays to business trips, everyone can book their accommodation with the AA for guaranteed peace via the secure online booking process

The AA is one of the UK’s most well-established and respected organizations and has been recommending hotels to travellers since 1908. With over 100 years of experience behind us, you can be confident in your hotel choice.

Get the most out of the details of trip with AA Travel. Easy to find the route and find places to stay at your destination with AA Route Planner, and find places to eat out at your destination with our Restaurants HYPERLINK “http://www.theaa.com/travel/basicsearch/preparepoisearchstage1.do?statusstage1=new&page=fooddrink”&HYPERLINK “http://www.theaa.com/travel/basicsearch/preparepoisearchstage1.do?statusstage1=new&page=fooddrink” Pubs search facility, and find things to do and places to see with the AA’s Events HYPERLINK “http://www.theaa.com/travel/basicsearch/preparepoisearchstage1.do?statusstage1=new&page=eventattraction”&HYPERLINK “http://www.theaa.com/travel/basicsearch/preparepoisearchstage1.do?statusstage1=new&page=eventattraction” Attractions listings.

The common standards make types of accommodation easy to understand and give you confidence that establishments can meet the standards you require.

The AA is categorised the accommodation such as Hotel, Guest accommodation and Budget Hotel.

Hotel and guest accommodation are divided into sub-categories or designators that provide more information about the type of establishment.

Hotel categories;
* Hotel;

A formal accommodation offering full hotel services.

*Country House Hotel;

A hotel with sample grounds or gardens set in a rural or semi-rural situation; the property has a focus on peace and quiet.

*Small Hotel;

Smaller establishments having a maximum of 20 bedrooms, and personally run by the owner.

*Town House Hotel;

A high-quality property of distinctive style with a maximum of 50 bedrooms, set in a town or city centre; possibly no dinner but room service is available instead.

*Metro Hotel;

A town or city property providing full hotel services except dinner, with the easy walking distance of a range of places to eat.

Guest accommodation categories
B&B (Bed and Breakfast)

who they are providing the accommodation and breakfast only by owners for paying guests.

Guest House

who they are providing the accommodation, breakfast and more services by owners and staff for paying more than six guests.E.g. Dinner.

Farmhouse

Bed and Breakfast or Guest House accommodation provided on a working farm.

Restaurant with Rooms

A restaurant offering a maximum of 12 bedrooms.

Guest Accommodation

Any establishment that with the accommodation only in this general category.

Accommodation standards Star ratings

Star ratings, from one to five, show the standard of quality for hotels and guest accommodation.

Star rating
Hotel
Guest Accommodation

The most of the rooms are en suite standard,

Daily Breakfast and dinner most evenings at the designed restaurants.

Minimum quality requirements are; cleanliness, maintenance, hospitality, facilities and services.

Continental breakfast is served in a dining room or eating area, or bedroom only.

All rooms are en suite with the private facilities.

Daily breakfast and dinner serves at Designed restaurant or dining room.

Good quality beds and breakfast prepared with a good level of care.

Professional Staffs and quality services.Eg; Silver services.

All rooms are en suite,

The restaurant or dining room is open to residents and non-residents.

Standard services with Friendly welcome, and good-quality beds and furnished room

A Good quality choice of fresh cooked food for breakfast.

Professional, uniformed staffs respond to the guest request and needs,

Well-arranged public areas.

The restaurant or dining room is open to residents and non-residents,

Lunch is available in a designated eating area.

At least half of the bedrooms are en suite or have private bathrooms with Very good beds and high quality furniture.

A Good quality choice of fresh cooked food for breakfast

Luxurious accommodation and public areas, with a range of extra facilities available

High quality menu and wine list.

All bedrooms are en suite and with the private bathroom.

Excellent quality beds and furnishings.

Breakfast includes specials/home-made items, high quality ingredients, and fresh local produce.

Other accommodation symbols used on this website
AA Merit % Score

This is the additional Star rating system, this percentage is an AA Merit Score as a percentage. It shows the level of quality achieved within each Star rating, which helps you to compare hotels with the same number of Stars.

AA Inspectors’ Choice

these hotels stand out as the very best in the UK and the Republic of Ireland, regardless of style. The selected Inspectors’ Choice hotels are identified by red Stars.

Highly Commended

The score is then represented as a one- to five-Star rating. Yellow Stars indicate that an establishment is within the upper 10% of the quality score range for a three- four- or a five-Star guest accommodation.

Breakfast and Dinner awards

For guest accommodation, the eggcup and pie symbols indicate a very special breakfast or dinner, with an emphasis on freshly prepared local ingredients.

Unconfirmed rating

This symbol shows as their Star rating has not been confirmed. This may be due to a change of ownership or because the establishment has only recently joined the AA rating scheme.

AA Associate recognition

Establishments inspected and rated by Visit Britain, Visit Scotland or Visit Wales can pay to belong to the AA Associate Hotel/Guest Accommodation Scheme. You can be confident that all AA Associate-recognised establishments have Star ratings that meet the common quality standards.

Accommodation prices

Prices are given for a single or double room per night this Prices include VAT, except in the Channel Islands where VAT does not apply.

But this all the prices are subject to change better to check the rates before making booking, and these prices for hotels and guest accommodation shown in Euros (EUR).

Pennant ratings for campsites and caravan parks

Campsites and caravan parks are rated by AA inspectors on a five-point scale. The Pennant ratings increase with the quality and variety of facilities a park offers.

The AA Pennant rating is only based on the touring pitches and the facilities at campsites and caravan parks. AA inspectors do not visit or report on rented static caravans or chalets.

Holiday Centres

Holiday Centres cater for all holiday needs, including entertainment and catering facilities. They provide:

a wide range of on-site sports, leisure and recreational facilities

exceptional supervision and security

a choice of eating outlets

touring facilities of equal importance to statics

a maximum density of 25 pitches per acre

clubhouse with entertainment provided

automatic laundry

Rosette awards for restaurants

In nationwide about 10% of restaurants are standard of one Rosette awards worthy of One Rosette .AA Rosettes are solely awarded by AA Hotel and Restaurant Inspectors. External influences from hotels, restaurants or other guides are not taken into account when awarding Rosettes.

These restaurants they serve food prepared with care, understanding and skill, using good quality ingredients. Around 50% of restaurants/hotels within our AA Restaurant Guide have One Rosette.

Excellent restaurants that aim for and achieve higher standards and better consistency in this standard restaurant have a best cooking and there will be the selection of quality ingredients in foods. It’s around 40% of restaurants/hotels within our AA Restaurant Guide have Two Rosettes.

It will be outstanding restaurants the cooking is underpinned by the selection and sympathetic treatment of the highest quality ingredients and in here they are maintaining the great timing, seasoning and the judgment of flavour combinations will consistently be excellent. And like this restaurants maintain the good quality of wine list also in this service. Around 10% of the restaurants/hotels within the AA Restaurant Guide have Three Rosettes and above.

Among the top restaurants in the UK, where the cooking demands national recognition. These restaurants exhibit intense ambition, a passion for excellence, superb technical skills, and remarkable consistency. They will combine appreciation of culinary traditions with a passionate desire for further exploration and improvement. There are very few restaurants with Four AA Rosettes.

The pinnacle, where cooking compares with the best in the world. These restaurants have highly individual voices, exhibit breathtaking culinary skills, and set standards to which others aspire to, yet few achieve.

Once we search about Doubletree Hilton Hotel through AA as one example;
Hotel Star category Register with AA Restaurant Category
Doubletree by Hilton Chester 81%
Location Warrington Road
Hoole Village Percentage Score of this Restaurant
CHESTER
CH2 3PD

Contact Tel: 01244 408800

Fax: 01244 320251

Price from ?65.00

About the Hotel; Major investment has transformed this notable 18th-century country house into a must-see destination.

Available Facilities; – Bedrooms, with smart modern bathrooms, are very well equipped and feature a wealth of practical and thoughtful extras. Public areas, furnished in a minimalist style, retain many period features, including a Grade II listed conservatory. The Orchid Restaurant is an ideal setting for both casual and fine dining. A luxury spa is due to open in the autumn of 2009.

Hotel Images;
Direction
Bed Rooms
Extra Facilities

M53 junct 12 towards Chester. Hotel 500yds on left

Nearest station: Chester

Nearest motorway: M53 junct 12

The Doubletree By Hilton Chester Is Located In Chester, England.

Outside City Centre, Close To Chester Races, Near Chester Zoo

En-suite rooms:110

Direct dial from rooms

No dogs allowed except guide dogs

24-Hour Room Service,

Restaurant, Concierge Desk, Cable Television On Flat-screens,

Complimentary High-speed Internet, Coffee And Tea Facilities

According to this AA guide they had given the enough information about the Doubletree Hilton Hotel. Such as the hotel star category, restaurant’s Rosette awards, Restaurant percentage Score, Hotel images, the room price, available facilities of this hotel also. So we can say this guide made for easy to find the accommodation where the traveller interested.

Michelin Guide

In 1900 the Michelin Guide started by Andre Michelin in France, The main product is Michelin tyres, the first Michelin Guide was created for who they are working with the company drivers only, because it’s easy locate garages and fuel suppliers during their journey in France and in future it was included the good places for food and lodging to overnight stay in France.

In future The Michelin Guide offers selection of the best hotels and restaurants in every category, at prices to suit all budgets. The choices are made by Michelin team of inspectors, who they are travelling across the country in all

Now it’s with 12 guides covering Austria, Benelux, France, Germany, Great Britain & Ireland, Italy, Spain, Portugal, Switzerland.

However the main goal is to make travelling easier and help readers.

The Scale of Michelin Guide;-

In 110 years, 30 million copies of the Michelin Guide for France have been sold, with an average of 400,000 copies sold in each of the past three years in a total of 97 countries.

45,000 letters are received every year for the Michelin Guides in Europe, of which more than 80 per cent agree with our recommendations.

Fewer than five per cent of establishments in the Guide have been awarded stars.

The Michelin Guide Great Britain & Ireland includes 5445 establishments.

The 12 Guides in the collection contain a total of more than 45,000 hotels and restaurants.

The Michelin guide has divided in country wise as Red Guide and Green Guide.

Red Guide is shows the categorized accommodation and restaurant details in the country, but The Green Guide is showing the information on history and cultural heritage of the country.

The Michelin Guide using the symbols and categories of Restaurants sector;-

-Quit comfortable Restaurant

-Comfortable Restaurant

-Very comfortable Restaurant

-Top class comfort Restaurant

– Luxury in the traditional style Restaurant

-Quit comfortable and pleasant Restaurant

-Comfortable and pleasant Restaurant

-Very Comfortable and pleasant Restaurant

– Top class Comfort and pleasant Restaurant

-Luxury in the traditional style and pleasant Restaurant

-A very good Restaurant

-Excellent cooking, worth a detour

-Exceptional cuisine, worth a special journey

– Bib Gourmand

– Traditional and pleasant pub serving food

– Traditional pub serving food

– Good Wine selection

The Michelin Guide using the symbols in Hotel sector;-

-Restaurant -Car park

-Air condition – Non smoking

– Internet – Disable access

– Starlight TV – Suitable for Children

– Animal allowed -Swimming pool

The Example of the Hotel which is registered with Michelin;
Hotel star rate
London Marriott Hotel County Hall Location
London County Hall, Westminster Bridge Road GB – London SE1 7PB

Facilities Price

Rooms for person(s) from 168.26 ?

Services;

Facing the Houses of Parliament, Big Ben and the River Thames, this historic and central 5-star Marriott hotel has first-class service, a pool, gym, spa and luxurious rooms. London Marriott Hotel County Hall shares the South Bank with the London Eye and London Aquarium. Rooms have luxury bedding, air conditioning and bathrobes. Some have stunning London views. Fine cuisine is served in The County Hall Restaurant. There are many lounges and bars, and 24-hour room service.

The Example of the Restaurant which is registered with Michelin;
Very Comfortable and pleasant Restaurant Excellent cooking
The Capital Restaurant
51.5;-0.16159
22-24 Basil St GB – Chelsea SW3 1AT Location

http://www.capitalhotel.co.uk

Cooking French / INCLUDEPICTURE “http://www.viamichelin.com/viamichelin/gbr/img/rg/072.gif” * MERGEFORMATINET 38?/58? INCLUDEPICTURE “http://www.viamichelin.com/viamichelin/gbr/img/rg/513.gif” * MERGEFORMATINET Good Wine selection

Phone (020) 7589 5171

Fax (020) 7225 0011

E-mail HYPERLINK “mailto:[email protected]” o “[email protected]” t “_blank” [email protected]

Site HYPERLINK “http://www.capitalhotel.co.uk” o “http://www.capitalhotel.co.uk” t “_blank” http://www.capitalhotel.co.uk

Cuisine French

Ausstattungen

Remarks Hotel restaurant imbued with an understated elegance. Confident, precise cooking; classical dishes come with impishly ingenious touches. Enthusiastic and knowledgeable staff.

Specialities Crab lasagne with langoustine cappuccino. Saddle of rabbit Provencal with seared calamari. Iced coffee parfait with chocolate fondant.

The Tourist Board in England.

The goal of the Tourist board is to develop the tourism England. The tourist board guide is including over 27,000 quality assessed accommodation establishments for a place stay.

The Tourist Board is operating the Tourist Information Centres is all over the England,

TIC services are;

Find a place to stay

In TIC can find the quality accommodation to stay to the tourist where they are interested to visit.

Plan a Tour

The people have any ideas about their holidays, or day outs, the TIC make the tour plans and arrange the trip according to their ideas and where they are interested places and also they can search for attractions and events all over the country, the people can also purchase tickets for events and attractions in TIC

Destination guides

In TIC issuing the Destination guide so, anyone can read the destination guides in the Destinations section and learn about a wide range of towns, cities, villages and other holiday locations all over England.

Traveller’s tips

If Traveller’s like to visit anywhere in England, the TIC will give the important and use full information and instructions to them, it’s helpful for their safety and healthy travel.

The Tourist board is categorising the industry according to their minimum requirements, such as accommodation standard, cleanliness, ambience, hospitality, service and food. When the tourist board satisfied they are using the star rating system, (1 to 5 Stars)

Except the star awards the Tourist board is awarding the Silver & Gold awards for hotels and guest accommodation whose quality outperforms their star rating.

The tourist board is care about the green world; as a result they introduced the green award.

The tourist board expect the minimum requirement of establishment:

Licensed to serve alcohol

All bedrooms en-suite or with private bathroom

Designated reception facility and proprietor or staff on the premises day and evening

Access to hotel at all times for registered guests

Dinner served at least five days a week

(Unless town house hotel/metro hotel)

The Tourist board categorised the accommodation;

Hotels

Any establishment have more than 20rooms it’s categorised under the Hotel category.

Small hotels

More than 6 rooms and a maximum of 20 and its run by owner

Country house hotels

Accommodation with grounds or gardens, in a rural or semi-rural location, with emphasis on peace and quiet.

Town house hotels

It’s established in city/town centre locations offering high quality with a distinctive style.

Metro hotels

It’s we can found in city/town centres, offering full hotel services, but no dinner. They will be within easy walking distance of a range of places to eat.

Budget hotels

Always part of a large ‘branded’ hotel group offering clean and comfortable en-suite facilities, 24-hour reservations and a consistent level of facilities.

Self catering

This accommodation provides the freedom to eat out or cook for yourself

Holiday villages

Holiday villages are a popular way of combining accommodation and on-site leisure facilities for families and adults.

Park Inn Heathrow, managed by Rezidor Hotel Group, offers 880 comfortable and spacious guest rooms and suites. Conveniently situated at London’s Heathrow Airport, the hotel is close to Stockley Business Park, Royal Windsor and Legoland, plus central London is just a 15-minute train ride away on the Heathrow Express.

Additional facilities at Park Inn Heathrow include a fitness centre which comprises a 15-metre heated pool, a wide variety of cardio-vascular equipment, a sauna, a solarium and a Jacuzzi. Access to the fitness centre is complimentary to hotel guests.

Pulse Cafe / Bar / Deli offers a modern international cafe menu serving fresh and eclectic comfort food from around the world, including many healthy and low carbohydrate options. New opened multi-cuisine Restaurant and Bar called Bravo! Bravo serving food from throughout the world with back ground live music and entertainment.

Brand new state-of-the-art Conference Centre makes the Park Inn Heathrow hotel one of the largest conference venues at Heathrow Airport with 2,045 square meters of meeting space, the new facilities are offering an additional nine conference and meeting rooms, all adding up to a total of 43 versatile rooms accommodate up to 700 delegates in theatre style.

Prices from ?79.00, subject to availability.

New Zealand is a country situated in the southern hemisphere close to Australia. New Zealand is basically made up of two islands. One is the North Island and the other South island. There are many smaller islands that are a part of the country. It enjoys a temperate climate due to which there is a variety of flora and fauna. Europeans barring a minority of Maoris mainly inhabit it.

Its favorable climate has made New Zealand a destination of choice to people across the world. It is accessible to Europe and America by air. Many tourists travel here during vacations and various airlines offer competitive rates to travelers.

Flights operate from major cities in New Zealand and are well connected with major cities of the world such as London, New York and Tokyo. These flights offer economy class and executive class bookings that suit the budget of various travelers. Some of the airlines offer special packages for vacations. These packages may include a free hotel booking at the destination for a specific period. They may also offer discounts on group bookings. There are some airlines that offer cash back facility if bookings are done through a credit card. Online bookings are usually granted a good discount.

Many of the airlines guarantee lowest prices. If travelers find something cheaper, the fare is refunded by some airlines as a policy decision. The flight itinerary can be planned and booking for all the places can be made at the starting station.

Another additional feature that includes the fare is travel insurance. Such Insurance schemes may cover cancellations at last moment due to unforeseen events. Accident and baggage loss are some other insurance covers offered by airlines.

Long haul flights offer bookings without service fees. The flexibility of return dates and economic costs are major attractions of booking long haul flights for both domestic and international travel.

Information about airfares of major airlines is easily available on the Internet. A tourist can make vacations cost effective and affordable by researching this information.

New Zealand Vacation Costs

New Zealand is often termed as a country of Gods. There is dramatic variation in the terrain of New Zealand. It ranges from geyser to glaciers, from rainforests to meadows. The range in variety in a limited area is the cause for many tourists to opt for New Zealand as tourist destination. Vacations to New Zealand can be planned at costs affordable to the traveleraˆ™s budget. The cost depends upon the travel destination and mode of transport.

The first step of vacation is finding cost effective airfares. The duration of stay at particular destinations calls for hotel bookings. New Zealand offers accommodation at affordable cost. Travelers can opt for package tours that arrange for all travel and hotel bookings. Some of these include meals in their costs. This effectively reduces costs and the effort to find appropriate restaurants.

Flexibility pass is offered to package tour travelers. This helps the tourist to break off at a required destination from the main tour and rejoin at a later stage.

For the elite traveler there is an option to avail of exclusive services. Cars of choice can be arranged through the travel desk of the resort for sightseeing. This comes with an extra cost. Executive rooms or suites can be obtained with panoramic view of beaches or mountains. Specialized services such as usage of spa or pool are also a part of service for customized travel.

Sight seeing tour operators mostly arrange sightseeing tours. Some of the tour operators arrange accommodation in tents. They have trailers that cater to food and luggage locker facilities. These tours are extremely popular for experiencing wilderness. Cycles or mopeds can be rented for traveling to nearby places. These tours include canoeing for free and serenity of lakes can be experienced at no extra costs.

Costs of these vacations can be ascertained by logging on to the net. Various websites provide information on travel and tour options. A combination of best service with reasonable costs can be obtained through a little research.

Planning Your New Zealand Vacation

New Zealand is a land of contrasting terrain and weather in a compact area. This is the feature that helps the traveler to experience varied ecological terrain without having to travel long distances. The diversity in wildlife has helped New Zealand carve a niche in the tourism world market.

New Zealand offers a variety of tours and packages to travelers. Tour operators can help in planning a vacation tailor made to suit the requirement of tourists. There are coach tours and independent tours that provide adventure and sight seeing tours. The offers vary from budget hotel accommodation to boutique hotels. Camper vans give a different experience to tourists. Options on the mode of transport used during the tours can decide the cost of the tour. It is recommended that accommodation bookings be made well in advance to avoid last minute disasters.

Many tour operators provide information about the rich natural beauty of New Zealand that may help in planning the tour. The options may range from going on adventure tours, wildlife encounter tours to cultural tours.

If traveling from a foreign country, the documents required for travel such as passports and visas need to be carried along throughout the travel. It is advisable that tourists, who are under medication, take details of medical care and medical formulas of prescribed medicines before starting on the trip. The kind of clothing to be carried will depend on the weather of the choice of destination. Information about the temperature and weather of a particular place can be obtained from websites of resorts or hotels.

Standard itineraries are a safer option for travelers who do not want to take a risk during their vacation. In this way, tourists may find it easier to plan their holiday tours that cater for their budget. Additionally, they would also know exactly what to expect from the trip. A well-planned holiday to New Zealand can be an enjoyable experience.

A Guide to New Zealand Vacations

Tourists all round the world increasingly favor vacations to New Zealand. This country is known for its ecological diversity and for its varying climatic conditions across the country. Most places have sunny weather throughout the year. It would be beneficial to take suggestions from a professional travel planner if going on vacation to New Zealand, especially from a foreign country. Information can also be sourced online.

It is important to know about the place and its history before planning a vacation. There are many websites that provide information about the history, wild life parks and natural beauty of New Zealand. Travelers are also informed about the time zones and exact season to visit these places. It also enlightens travelers about its origin and cultural heritage. Most of the web sites also provide information that may help tourists to plan their program.

New Zealand offers a choice of tourist spots and tours. Glaciers with skiing grounds, geysers with hot springs can be visited in a short span of travel time. A choice can be made between a wide variety of tours involving camping, visit to nature parks, adventure tours, wildlife sightseeing or cultural tours.

Every country has a set of regulations for foreign travelers. Information about formal documents such as passport and visas are necessary to avoid legal implications. Information about exchange rate of currency will help in planning expenditure. Places that offer currency exchange are also indicated on websites. Medical and emergency facilities that are offered to the tourists can also be known from websites or travel planners.

Information about accommodation and their availability is also available with agents. Cost effective airfares and the airlines offering them can be accessed online. Many places in New Zealand have accommodation guides to help first time travelers. Additionally, maps and travel routes can be used while planning a trip to New Zealand.

Introduction

Agri-tourism is increasing in popularity, and is sought by many farmers as an alternative source of on-farm income. It is a popular concept among the European farmers for nearly a century [Busby & Rendle 2000]. Defined as a tourist or recreation enterprise on a fully working farm, agri-tourism can include plenty of attractions, activities, accommodation, amenities etc. Two primary reasons are cited for the recent increase in agri-tourism development. The first reason is linked to a growing interest amongst tourists for on-farm experiences. The second primary reason for increasing agri-tourism development is the state of farming in modern society. Changes in farming practices make it increasingly difficult for farmers to support themselves solely through farming. It is for the latter reasons that Blackberry Hill Farm was developed as a tourist centre. However, the farm has been unable to cope with its overwhelming popularity, which has created a few complexities in the management of everyday operations. The overall objective of this report is to recommend changes to improve the day-to-day operations of Blackberry Hill Farm.

Capacity Constraints

Jim and Mandy Walker define very specific personal, family and business goals for Blackberry Hill Farm. Their goals are tied to a set of values concerning family, environment and community that have grown through time. Their challenge is to develop a whole farm strategy that, over a course of five, ten years or more, would live up to their values and goals, by taking advantage of their current business strengths and perceived market opportunities. While there are numerous potential advantages for Jim and Mandy in becoming involved in agri-tourism, the business is not without its potential risks and associated costs. From the case study, some of the frequently mentioned challenges relate to:

Incurring unforeseen or prohibitive developmental and marketing costs
Placing unforeseen and excessive demand on farm and community services and activities
Providing only seasonal employment opportunities
Creating unforeseen environmental and social impacts

Given these concerns, it is imperative that Jim and Mandy take a proactive role in planning and managing the development of the farm.

Short Term Operations Issues

The pick-your-own operation initiated at the Blackberry Hill Farm has been a reasonable success primarily due to many operations related reasons. First, Jim and Mandy are relieved of the burden of finding and paying temporary seasonal labour at harvest time. Second, it overcomes the farmers distaste for direct sales and provides them with opportunities to think like customers. However, the popularity of such an operation will necessitate Jim and Mandy to rethink about plenty of operational issues such as creating adequate parking space, having restrooms and a safe entertainment area for children. Children are best kept away from the picking area as they contribute disproportionately to damaged crops. Attention to these basics will help build repeat sales for the Blackberry Hill Farm. Furthermore, pick-your-own operations are primarily meant to target families who do not have the space to grow their own seasonal vegetables. The mix of vegetables and fruits will depend on customers’ tastes, which can be identified by the customers’ frequent visits to the farm. This also gives ample scope for the Walkers to introduce home delivery of their favoured hand picked fruit and vegetable for a nominal fee.

Medium Term Planning and Control

Another critical component of operations strategy involves the plan for filling resource gaps. Making changes in the existing resource may mean making better use of under utilized resources. For example, Tractor rides are extremely popular with the visitors, though the overall capacity in comparison with the number of visitors during peak times is extremely low. Since, the Walkers are reluctant to invest in expanding capacity of the tractor rides, it is recommended that they introduce guided and themed walks within the farm during peak times as this will slightly reduce queuing for the tractor rides. Furthermore, average length of stay in the preserving kitchen should be reduced to off-peak time. To counter this, the Walkers could introduce short films on the preserving kitchen in a dedicated screening area away from the kitchen. The same principle could be employed to the bakery to reduce the bottle necks.

Furthermore, the case study illustrates there are parking problems during peak periods with complains from the local Police. To counter this, Blackberry Hill Farm should attempt to capitalize on the advantage of creating productive partnerships with local transport services to provide transport facilities to and from the farm to the nearest train and bus station during peak periods. This will not only encourage the visitors to use public transport, but will also ensure that there are reduced parking problems in the farm.

Long Term Strategic Issues

Porter (1996) argues that strategy is a set of activities in which an organization will excel to create a sustainable competitive advantage in the marketplace. This competitive advantage can be to deliver greater value to customers than competitors or to provide comparable value at lower prices. Nevertheless, organizational strategies have to be continuously monitored to reflect the changes in the business environment and to weave these changes within the organizational competencies. As Porter (1996) rightly concedes, operational effectiveness and organizational strategy are equally essential for superior performance. A company can outperform the rivals if it can establish a difference that it can preserve and these differences are derived from various activities initiated by the organization in the process of manufacturing, marketing and selling. Furthermore, operational effectiveness is performing the same activities better than the rivals.

The idea of developing a maize maze is a profitable option for long term planning and control and will help the farm with necessary revenue to further consolidate the farm’s activities. It will also help in developing Mandy’s idea of building up their business through organized school visits. To avoid occasional queues and to divert attention from other crowded attractions such as tractor rides and fixed exhibits within the farm, it is recommended that the maze is built a short distance away from the popular attractions such as fixed exhibits, petting zoo, pick-your-area, bakery, preserving kitchen etc. The maze in itself should keep the customers entertained for about two hours for a fee. Good crowd control, separate restroom facilities, refreshments and farm products to sell, will divert the queues away from crowding.

Outdoor activities during summer months will make the customers thirsty. Ready-to-eat food and a selection of beverages that fits the farm’s theme will form an interesting part of the farm’s experience. Although, the case study illustrates that the farm has a bakery, cafe and a preserving kitchen selling food products, small handcarts selling homemade ice-creams, people dressed in traditional farmers clothes selling fruits and sandwiches from farmers baskets, barbeque etc at vantage points within the farm will spread the visitors evenly, thereby reducing queues.

Furthermore, improvements in inventory and storage management will help benefit the farm as a way to mitigate seasonal price and product declines. Since the farm shop at Blackberry Hill Farm is very profitable, investment in low-cost storage systems will help in preserving the produce and prolonging the marketing season. This will also help in retaining more permanent staff, rather than employing seasonal employees.

Conclusion

The development of agri-tourism in the recent years has increasingly created recreational and educational alternatives for citizens to have fun, to improve their quality of life and to satisfy the need of social interactions. In turn, the focus of traditional farm management is on operational effectiveness. Innovative strategies for agri-tourism business management need to be considered to maintain and create successful businesses. Understanding visitor needs and offering unique services and products to meet those needs are critical to the success of all businesses. In addition, careful study of who the visitors are and where they are coming from, as well as existing competitors, are essential.

References

Busby, G., Rendle, S. (2000). The Transition from tourism on farms to farm tourism. Tourism Management. 21. 635 – 642.

Porter, M.E (1996). What is strategy? Harvard Business Review. Nov/Dec. 74 (6). pp.61 – 78.

Sri Lanka is an agricultural country and agriculture plays a vital role in the economy of the country contributing 12 GDP and 38 employment opportunities (Central Bank of Sri Lanka, 2010). Majority of the population of the country is in rural areas and the livelihood of most of these people is directly or indirectly related with agriculture. However, agriculture now has reached a relatively stagnation situation due to many problems in the sector such as high cost of production, low productivity of farm lands, poor marketing and processing facilities for agricultural products. Because of these problems, most of the people are moving out of agriculture and migrating for urban places finding jobs. This creates many socio-economic problems in rural as well as urban areas. Hence, adding extra income generating activities either through new enterprises on the farm or off-farm employment to sustain the field of agriculture would certainly enhance the economy of rural people. One of these activities is agritourism that can help to find extra income, employment, and economic stability on their existing assets in a sustainable way.

Agriculture is the most familiar industry for the rural people in the country and also barriers to entry the agritourism are fairly low as in comes under Small and Medium Enterprise (SMEs). Small-scale farms already have many of the assets that visitors seek. It can absorb the extra labour available in rural areas. When these factors are concerned, agritourism is highly suitable for Sri Lanka.

5.3.1 Agritourism development in Sri Lanka

Looking at the current situation in Sri Lanka, it is not specifically recognized for agritourism as a part of the tours. The government promotion of the field is relatively very low compare to other tourism sectors. Focusing to currently available agritourism options in Sri Lanka, some of the major attractions are the privately owned farms such as CIC Farm (Windsor park) in Hingurakgoda, Paradise Farm Kitulgala, New Zealand Farm Nuwara-Eliya, Ceylinco Fruit Farm Midigama are the famous ones. Few local Community-based agro tourism and Individual Operations are also in practiced in a small scale (Malkanthi and Routray, 2012).

However, in the country, the potential for agritourism is high. There is a good agriculture sector in the country with attractive rural landscape. Also variety in agricultural climate helping to cultivate different crops in different parts of the country, the country’s complex paddy-cultivation system, tea, rubber, coconut, fruit farming and horticulture are some examples of this diverse agritourism potential (Malkanthi and Routray, 2012). The country has an agricultural heritage which is 2,500 years old. Visitors not only learn about modern agricultural processes but also appreciate traditional methods employed many centuries ago. The ancient irrigation systems comprise more than 25,000 tanks ranging from small water bodies to those that are colossal, such as the Parakrama Samudra in Polonnaruwa. The opportunity to intertwine agritourism with heritage tourism will definitely add more flavour to the niche-market experience. (Galappatti, 2012).

http://lmd.lk/2012/01/01/sustainable-tourism-3/

With the end of the war, provision of basic infrastructure such as road facilities, clean water, and electricity for many rural areas is now going on successfully by the government. Country is economically and political stable and now peaceful. Furthermore, a large number of local and foreign visitors travel across the country annually. Most of these visitors can be easily attracted if the operations are managed well. Resources rich culture and cultural diversity, geographical characteristics, and socio-cultural entities, smiling faces, visitor friendly behavioural pattern, and delicious culinary would essentially be helpful in promoting agritourism in rural Sri Lanka (Senanayaka an Wimalaratana, 2010). Hence, there is a possibility to give the tourists a wider choice in Agritourism in the country.

5.4 Tourism policies in Sri Lanka

Tourism is a vital area in the policy framework of a country. The present government has identified tourism as an effective driving force in the country’s socio economic development. The program’s vision for the tourism sector is “to make Sri Lanka the foremost leisure destination in the South Asian Region” (Ministry of economic Development, 2010). The program believes that the human resources, natural and cultural endowments values and ethos will be fundamental in transforming Sri Lanka into a centre of excellence and offer tourists the highest values of authentic experiences in its unique setting. http://www.sltda.gov.lk/

Tourism policy in Sri Lanka has a quite long history. At the early stage (1960-1980) the policies were formulated focusing the development of mass tourism in the country. Since it was a big investment to run a tourist operation with lots of facilities, ordinary people couldn’t do it and so, most of the benefits of tourism in this period had gone to the affluent society such as main hotel owners and tour operators. But, with the introduction of sustainable tourism concept in 1980’s, a turning point of the tourism policies of the country took placed. As a result of it, rural tourism, ecotourism, nature tourism like niche tourism operations were initiated making the opportunity to engage in tourism by the local community and get some benefits.

The Development Policy Framework of the Government of Sri Lanka is committed to a sustainable Tourism Development Strategy. Protection of the environment and distribution of economic benefits to the larger cross section of the society are key components of this overall vision. It aims at positioning Sri Lanka as a model tourist destination benefiting from the country’s natural advantages of having the highest biodiversity in Asia backed by a strong culture, historical artefacts, exotic beaches, green environment and friendly people all of which are solid building blocks for tourism development.

The Sri Lanka Tourist Board was the primary agency of charge in promotional and organizational responsibilities of the tourist industry in Sri Lanka until 2005. It was the main regulatory and administrative authority of tourism facility development and activates in Sri Lanka as per the Tourism Development Act No.14 of 1968. Under this Act, the Sri Lanka Tourist Board approves registers and license all tourist establishments and proposed developments. In the year 2005, Sri Lanka Tourism Development Authority (SLTDA) was established under Section 2 of the tourism Act No. 38, as the apex body for Sri Lanka Tourism, replacing the Sri Lanka Tourist Board. Currently, Sri Lank Tourism Development Authority is dedicated towards converting Sri Lanka to be Asia’s leading tourism destination by developing diverse, unique and quality tourism services and products that would make Sri Lanka as a unique destination in the world. Recognizing and developing tourist specific, unique products and services, preparing and executing Tourism Development Guidelines, and assisting and implementing the legal and executive process for new services and products development are the main responsibilities of it (Sri Lanka Tourism Development Authority, 2010).

Exiting plans for the development of tourism industry in the country are; Tourism Master Plan, Sri Lanka in 1993, Southwest Coast tourism and community infrastructure development study in 2000, Ecotourism Development Strategy of Sri Lanka in 2003 and Sustainable Tourism Master Plan, Northwest Coast Sri Lanka in 2006-2007 (Government of Sri Lanka, 2007). The ‘Tourism Development Strategy 2010-2016, the Future-Development Policy Framework is implementing in the country successfully. The government believes the multiplier effect of tourism development in formation of employment opportunities and distribution of wealth through a variety of economic activities predominantly in the SME sector, taking the advantage of SMEs’ being able to link micro enterprises from one side and large scale corporate sector on the other side. The tourism sector has been identified as one of the key sectors propelling the country’s economic growth. According to the core philosophy of the present master plan for tourism development, the ultimate beneficiaries of tourism development strategy should be the people of the country: the farmers who supply rice, vegetables and fruit, the fishermen who deliver the catch of the day, the craftsmen who produce souvenirs, the guides who escort the visitors and the young men and women serving in the industry with the unique Sri Lankan hospitality.

5.4.2 Strategies involved

There is a great scope for promoting tourism particularly within the region due to historic and cultural ties of Sri Lanka with the South Asia, Middle-East and Far-East. Sri Lanka is part of a region which includes already industrialized economies such as Japan, Korea, and Singapore and rapidly emerging economies such as India and China which are capable of altering the economic landscape of the world during the next few decades. Sri Lanka also with its unique geographical location, diversity, quality human resources, peace and stability has all the ingredients in place to play a key role in the regional development as a fast emerging market economy in Asia (Sri Lanka Tourism Development Authority, 2010).

The ‘Tourism Development Strategy 2010-2020’ is addressing the wider important issues related to the industry including the government policy, capacity and manpower build-up requirements, infrastructure development, improving service standards, marketing and promotions, regulations, guidelines, public relations, tourist safety and improvements to domestic tourism (Table 5.4). In this ten year master plan, several important strategies that are going to be covered are creating an environment conducive for tourism, attracting the right type of tourists to the country, ensuring that departing tourists are happy, improving domestic tourism and contributing towards improving the global image of Sri Lanka (Tourism Development strategy in Sri Lanka, 2010).

Table 5.4 Summary of Tourism Policy strategies and targets

Source: The Department of National Planning of Sri Lanka, 2010
5.4.3 Policy Framework to Support Investors and the Industry

The government has addressed several policy related issues that are affecting the industry such as, (a) the restoration of a simple tax regime to obtain benefits for the stakeholder (b) simplification of licensing procedures to make easy and quick procedure of getting license (c) reduction of the high electricity tariffs to overcome to cost of tourism operations (d) unification of the regulatory environment and creating a single authority for tourism promotion to make efficient and effective management mechanism,(e) creating opportunities to promote shopping of internationally reputed branded products and entertainment to enhance the quality standards, (f) simplification of the investment approval process by setting up of a “One Stop Shop” for tourism related investments to motivate the investors, (g) streamlining the process of alienating government land for tourism development projects to overcome the space problem, (h) attracting internationally reputed tourist hotels to enhance the standard of the industry and, above all (i) environmentally friendly, clean-city concept for urban development to make cities attractive for the visitors,

(http://srilanka.travel/catalog/view/theme/default/image/pdf/English.pdf, 2012)

5.4.4 Ecotourism policy in Sri Lanka

There is no separate policy for agritourism or rural tourism. They are still under the ecotourism policy guidelines. Ecotourism policy was formalized in the recent past and therefore, it has a very short history. With the expansion of the ecotourism sector and the related institutions, in year 2003 government has taken the initial step to develop the ecotourism sector with the help of the Norwegian Technical Assistance program and prepared the document “ecotourism policy guidelines”. It is a detailed document and all policy aspects regarding ecotourism have been explained clearly. The main features of the policies have been summarized in the table 5.5. This national ecotourism policy outlines the principles, objectives and actions that necessary to facilitate the development of a sustainable tourism industry that contributes to resource conservation while optimizing economic benefits for the current and future generations of the country. The regulations have been compiled as to help all those involved in tourism in Sri Lanka to ensure that the industry is developed, managed, and regulated in a sustainable manner, to appropriate standards. By highlighting the core requirements of ecotourism, it is intended that the regulations will enable planning bodies to make fair and informal assessment of proposed ecotourism development, activities and facilities (Sri Lanka Tourist Board, 2003)

.
5.4.5 Need for Agritourism policy

As mentioned before, agritourism is similar to ecotourism in several ways. Both are rural tourism sectors and niche tourism operations. They have very close links with local residents, natural environment, rural development and local governments. So that, most of the aspects of agritourism development such as establishment, management, can be handled by the ecotourism policy in the country. However, when agritourism is concerned, it has a strong forward and backward links with one of the big sectors “agriculture”. Agriculture is the backbone of the economy of Sri Lanka. The ecotourism policy is unable to handle the agricultural side of agritourism such as agricultural land management, loans and credits, training and education, quality control of farm products, marketing of agricultural goods and services etc. As per the present statistics and future estimations of visitors in the country in the chapter 6.3, there will be a good demand for agritourism in near future. Moreover, as explained in the chapter 6.2, the present visitors are not satisfied with many attributes of agritourism operations due to poor levels. Furthermore, according to the chapter 6.3 regarding the local residents’ perception on the contribution of agritourism for the local development is not so high. In this context in order to have a better satiation, it is important to have a separate set of policy for agritourism development. Fortunately, the current government has realized the importance of agritourism and it has been included in the future development agenda (Ministry of Finance and Planning, 2010). Therefore, it is timely important to pay attention on important policies by now to motivate the agritourism development in the country

Table 5.4: Ecotourism Policy in Sri Lanka
Aspect
Description

Principles of Ecotourism

1. Minimize & alleviate negative environmental, social & cultural impacts.

2. Optimize revenues for industry and for re-invest in conservation.

3. Optimize the active involvement of & equitable distribution of economic benefits to local communities.

4. Educate visitors and citizens about the importance of conserving Sri Lanka’s natural & cultural heritages.

5. Promote ethical behaviour & responsibilities towards the nature & cultural environment.

6. Manage operations such that there are long term benefits to the resource, industry and the local community.

7. Deliver a high quality, value-for-money, enlighten and participatory natural resource and culture-based experience for visitors.

8. Encourage travel in a spirit of humanity, respect and learning about local hosts, their culture and the natural environment.

Objectives of ecotourism

1. to promote & facilitate the development of ecotourism sites, activities and facilities in a manner that is consistent with the principles of ecotourism.

2. to educate all stakeholders about the concept of ecotourism, the economic opportunities that it offers and the actions that are required to develop a successful industry in Sri Lanka.

3. to expand the range of ecotourism products, services and facilities available in Sri Lanka.

4. to increase the number of Sri Lankans involved in ecotourism and facilitate the development of community-owned and managed ecotourism enterprises.

5. to contribute to and influence a more sustainable form of tourism in Sri Lanka, through a diverse range of measures: incentives, education, guidelines, regulations and marketing.

6. to contribute to conservation of natural eco-systems.

Ecotourism policy interventions

1. In the planning and regulation of the ecotourism sector.

2. In developing, managing and operating ecotourism facilities and activities.

3. In ecotourism at natural and cultural heritage sites.

4. In Community/local economic development.

5. In conservation, education and awareness and

6. In Ecotourism implementation.

Source: Ministry of Tourism, Sri Lanka, 2008

5.4.6 Agritourism Policies in Other Countries

The development of agritourism raises substantial policy issues. Two reasons for this are that agritourism may generate significant externalities and that it is of considerable economic importance as an activity. Development policies are decisions taken by the government for the improvement of particular sector/aspect of a country and agritourism development policies are decisions drawn by the government for the improvement of the agritourism sector of a country. Many countries that are conducting agritourism have developed agritourism development policies according to their own context. Many government agencies have introduced policies and programs with the aim of encouraging agritourism development. A wide variety of government laws and regulations are essential for the smooth functioning of agritourism Operations and sustainable development in future. After reviewing the many policies and programs aimed at agritourisrm development, support can be categorized into three areas: financial aids, technical information and marketing strategies. These broad strategies tend to promote agritourism development by affecting either supply or demand.

Financial Aids

Incentive policies and programs directed at increasing agritourism development have been launched in many countries (Hjalager, 1996; Frater, 1983). In Britain, the Farm Diversification Grant Scheme came into effect in 1987 and provided financial assistance to farm operators wishing to set up an ancillary business on or adjacent to their farm (Gasson, 1988). This policy was aimed at maintaining the farmer’s income while the government reduced support prices for agriculture products. Unfortunately, the policy did not prove to be successful, since many farm operators chose not to participate in the program (Ilbery, 1992; Gasson, 1988; Winter, 1987). Financial assistance for agritourism development continues to be provided throughout many parts of Europe (Williams, 1996; Greffe, 1994; Frater, 1985). In France, farmers can obtain grants or loans to finance the conversion of farm buildings (Greffe, 1994). In West Germany, financial aid is available for agritourism facility development within the context of village renewal and regional development programs (Williams, 1996). Authorities in Portugal, Belgium, Spain and ltaly also provide financial assistance for rural development. The Irish government created the Operational Programme for Rural Development as a mechanism to diversify the rural economy (Williams, 1996). Initially this policy met with limited success, until it was modified in 1991 to expand its financial support and accept a wider range of participants (Williams, 1996; Reid et al., 1993

Technical Information

Another type of action taken by authorities is the provision of technical information and consultation services to farm operators. In the United States, the Small Business Administration organized advisory and training services (Greffe, 1994). Workshops are devoted to such subjects as retail trade, home-based businesses, promotion of tourist products and managing businesses in the hospitality sector (Gustafson, 1997). In particular, the state of New York has developed several publications on how to open and operate a farm based bed and breakfast business. Authorities in this state have also initiated conferences for agritourism fanners. These sessions focused on issues such as “promoting and merchandising your business, “insurance and legalities”, “making your business multi-seasonal and “thinking like a tourist”(Williarns, 1996). In certain European countries, the systematic labeling of agritourism businesses has become a primary objective for some authorities. Onicials in France, Germany and Austria have developed a national system to ensure high standards amongst al1 agritourism operators (Williams, 1996; Greffe, 1994). The guidelines used by authorities are very detailed and are strongly enforced. Many countries have organized information through training sessions. The Nordic countries have responded to the needs of agricultural universities by providing courses through universities and colleges (Greffe, 1994). In Austria, the Farm Holiday Association provides training sessions on tourism trends, marketing and sales, investments and public relations. These services are provided for both the farm operators as well as staff members (Embacher, 1994). German officials offer training sessions to local farm operators which focus on the needs of paying guests (Williams, 1996). In Wales, a specific program has been set up, “Getting into Rural Tourism, which is intended to train people in the management of paying guests (Greffe, 1994).

Marketing Strategies

In many parts of the world, government agencies are trying to bridge the gap between agritourism businesses and their potential customers by offering marketing support. Promotion could include such strategies as the development of brochures and also participation in tourism trade shows. In Belgium, it is the Office de Promotion Touristique that assumes this marketing role (Greffe, 1994). It is the Austrian Farm Holiday Association that promotes agritourism in Austria. This association is a w-operative marketing organization which links individual farm businesses on a regional, provincial and federal level (Embacher, 1994; Bramwell, 1994). In France, the Gites De France Services, Logis de France Service and the WF Tourisme were al1 created for advertising and marketing purposes (Greffe, 1994). The federal and state governments in Germany are instrumental in promoting farm-based accommodations, especially for the small and medium-size farms. (Oppermann, 1996). The Australian State Tourism Industry Association plays an intricate role in marketing and promoting host farms (AFACT, 1997). Finally, in New York State, the promotion and marketing of host farms is accomplished through Farm Tour brochures (Hilchey, 1993).

5.4.7 Issues and Challenges of the Agritourism sector in Sri Lanka

Firstly, strength, weaknesses, opportunities and threats of agritourism were analyzed the operators point of view. After that, these factors were also discussed with key informants and local government officers of the area to examine them in different point of views to get a complete picture of it (Table 5.5). Finally main challenges (weaknesses and threats) were clearly identified.

Table 5.5: SWOT Analysis for policy related issues of agritourism using Operators, Key Informants and Local Government Officers
Strengths

Availability of farm land/s for the operators.

Use of traditional knowledge and skills in farming and agritourism activities.

Ability to use family labour

Ability to integrate with other tourism sectors and arts and crafts industry.

Positive attitude and enthusiasm of the operators

Weaknesses

Mostly small size farms

Problems on ownership of some farm lands

Less variety in supply of agritourism

Lack of knowledge on foreign languages (especially English) of operators

Lack of necessary skills

Poor level of processing of farm products

Problems with quality control of goods and services

Limited scope for direct sales of the produce

Poor publicity and promotion of operations

Opportunities

Natural scenic beauty, clean environment and attractive climate in farming areas

Availability of human resource (labour) for farm and tourism work.

Some support form government and some NGOs for the operations (credit facilities/ training programs).

Support from local people (community participation).

Since agritourism is getting popular in the world, raising demand and potential for expansion.

Up coming supportive infrastructure development initiatives at national and provincial levels.

Threats

Lack of organization, a responsible authority for development, marketing, facilitation and regulation.

Unavailability of a common agritourism development fund at local level

Competition among agritourism operations

Lack of systematic taxation for agritourism operations

Weak management of negative impacts.

Poor distribution of positive impacts

Tourism development by operators merely focused on income generation.

Poor level of infrastructure facilities.

Insufficient government intervention

Monopoly of tour operators.

Lack of stakeholder collaboration.

Political influences

Low number of visitors

Lack of community participation and participation readiness due to low socio-economic conditions.

Insufficient capacity of local community to take part in agritourism development

successfully.

Unavailability of insurance policy for many destinations

Lack of research in agritourism

There are significant challenges facing by the agritourism sector at present. This requires designation management approach to come up with solutions resulted from a clear strategic thinking process. Further, to fully realize the opportunities assuring mutual benefits through tourism, capitalize on strengths, understanding shared responsibility of industry stakeholders and communicates it appropriately expecting strategic commitment from the industry.

5.4.8 Policy Suggestions for Agritourism Development in Sri Lanka

Policy formulation is a systematic process. Identification of policy goal, formulation of policy objectives based on the policy goals, understanding of policy action for each policy objectives and identification of strategy for each and every policy action is the general procedure. When a policy is formulated, it is very important to follow all the steps of the process to have accurate policies.

The policy goal of this study was to reach the agritourism development in the country. According to the SWOT analysis, a number of challenges (weaknesses and threats) of agritourism development were identified. In order to overcome these challenges, three broad policy objectives were drawn as agritourism development, visitor satisfaction and community development. Under each policy objective, relevant problems, suitable policy suggestions and policy strategy for each and every policy suggestion were formed. Several discussions with university lecturers were conducted in this regards. Results are present in the (Table 5.6).

5.4.8.1 Broad Policy Objectives of the Development of Agritourism Sector
a. Agritourism Development in the Country

Agritourism will be able to bring some support for life and prosperity of the country that is capable of sound economic prospects facilitating integrated development. It may require minimal additional investment and may utilize excess capacity of labour, capital, land, and natural resources. There are potential benefits of agritourism for local agriculture and rural communities. Tourists bring in money to local communities that keep rural communities alive and prosperous. Partnering of tourism and the green industry will help create and strengthen rural economics.

b. Visitor Satisfaction in Agritourism

Tourist satisfaction primarily reflected the service quality and is crucial to the continued viability of any service business, including agritourism businesses. Therefore, consideration on the aspect is important to successful destination marketing because it influences the choice of destination, the consumption of products and services, and the decision to return. Consideration should be on local and non local visitor satisfaction. It is vital to understand the areas such as how do visitors assess their satisfaction with tourist attractions as well as the factors influencing visitor satisfaction.

c. Community Development and Agritourism

It is obvious that the diverse communities that involve in agritourism seek fair rewards for their involvement, commitment, and resources deployed for development. The proposed agritourism development should focus on this aspect and be reasonable for delivering such rewards for the communities who actively take part in every aspect of agritourism from planning and development to operations.

Table 5.6: Policy Goals and Respective Policy Suggestions and Strategies
Policy objective
Issues and challenges
Policy suggestion/s
(at different government levels)
Relevant Policy Strategies
Policy objective 1
Agritourism development

Farm lands are small in size

Provision of lands for needy agritourism operators by the national government

Distribution or long term leasing of government lands

Provision of access to public lands around the destination

Introduction of Community-based agritourism for the farmers

Networking of small scale agritourism operators

Problems in the ownership of some farm lands

Provision of ownership to the operators by the national government

Provision of real ownership or user right.

Avoid land disputes.

Lack of capital for agritourism development

Promotion of financial support systems by the national government

Loans at concession rate for medium and scale farmers

Loans at normal interest rate for large-scale operators

Lack of knowledge and skills on agribusiness management

Provision of required education and training, information technology and related extension services for relevant personnel by the provincial governments

Workshops, seminars, awareness programs, lectures on agritourism development and marketing should be conducted in suitable time durations

Unavailability of a responsible authority for development, facilitation and regulation of agritourism

Formation of an Agritourism Management Group for relevant provinces by the provincial governments

Agritourism management group should include representatives of all the categories of stakeholders and it should be the responsible body for coordinating, development, marketing, facilitation and regulation of agritourism activities.

Low number of visitors due to poor level of promotion and marketing of agritourism

Formation of marketing strategies by the Agritourism Management Group of the Province

National government supported advertising and promotions

Marketing via websites , face book, at

Agrotourism is also known as agritourism and farm-based tourism. Agrotourism is actually the collaborations between tourism and agriculture since the visitor go to travelling as tourist to enjoy, relaxation, spend time and money for joyfullness and happiness in addition to visiting agricultural area, doing agricultural-related activities like harvesting, planting, fishing, and etc. It is a form of tourism in agricultural areas such as orchards, agroforestry farms, herbal farms and animal farms. According to World Tourism Organisation (WTO, 2002) that agrotourism is part of rural tourism and relates to tourism on farms. It gives farmers the opportunities to expand their activities and also to increase their income. Agrotourism is just a small part of rural tourism and agricultural practice worldwide, excluding in some European countries such as Austria, France, Italy and Switzerland, where the number of farms that offer some form of tourism is remarkably large. Agrotourism has different definitions in different parts of the world. In Italy, it refers to farmstays. However in other parts of the world, agrotourism includes a wide range of activities which comprises of buying produce direct from a farm stand, navigating a corn maze, picking fruits, feeding animals or staying at a B&B (bed and breakfast inn) on a farm.

Agrotourism covers a wide range of agriculture-related activities about which visitors learn and can try them out by themselves. In ASEAN countries like Thailand, rice farming, flower growing, vegetable and herb cultivation and livestock farming are some common examples of agrotourism. Agrotourists or visitors are exposed to agricultural practices in a more leisure fashion, such as by joining picturesque canal tours or strolling through shady fruit orchards (tasting the fruits right from the trees) and working in rice farms. Almost all the agricultural research and study centres scattered throughout the country are supporting the agrotourism. Visitors are allowed to tour the centres, watch the demonstrations or take part in the hands on activities. Agrotourism and ecotourism are also closely-related. Agrotourism is when a native person or locals of the area offer the tours to their agriculture farm to allow a person to view them growing, harvesting and processing locally grown foods such as coconuts, pineapple, sugar cane, corn or any produce the person would not encounter in their home country. The farmers would also offer a homestay programme and education for the visitors.

Activities that usually be offered to agrotourists or visitors:

Opportunities for interaction between hosts and guests (visitors)

Horseback riding

Demonstrating and participating in daily farm work

Providing courses in organic farming and gardening

Demonstrating or offering classes in making traditional local crafts

Demonstrating food processing, serving typical local dishes and offering cooking lessons

Organising cultural events

Offering excursions to natural and cultural attractions in the surroundings

Exhibitions of agrotourist products

Agrotourism in many European countries consists primarily of lodging and meals on the farm. Farm buildings are often remodeled by the farm families into rustic lodging facilities, and operate them as a type of bed and breakfast (B&B) inn. Some farms especially in Switzerland, do little more than clean out a barn and spread straw on the floor, upon which people roll out sleeping bags. Other farms will provide fairly upscale accommodations for the visitors. Visitors are also able to tour the farms, help out with some farm chores and have meals with the farm family. Invariably, they experience life on the farm genuinely.

In England, 23% of farms provide some type of commercial leisure service enterprise such as fishing, nature trails, picnic sites and so forth whereas 24% of English farms provide overnight accommodation and/or catering (Turner and Winter, 2003). In countries like France, hikers and cyclists can follow a network of trails around the country that leads from farm to farm. In the Netherlands and some other European countries, the farmers have centralized clearinghouses for contacting and booking stays services on working farms. Agrotourism, while new to many types of American agriculture, has been a major part of the development of the American wine industry for decades. Many wineries are part of organized regional wine tours, and some special events such as concerts, festivals, and weddings are also held for attractions. And another form of agrotourism that has been around for decades is “dude ranches.” Dude ranches are more common in the United States and Australian Outback. It offers visitors the opportunity to work on cattle ranches and the chance to take part in the cattle drives.

In Australia, Canada and the Philippines, agrotourism is deemed as a growth industry. Reynolds (2005) mentions that agrotourism is a type of businesses conducted by farmers whose working agricultural operations for the enjoyment and education of visitors. Since it can complement farmers’ income and contribute to local economic development, agrotourism is being conceptualized as a business model in terms of product diversification. Referred to as “agriturismo” in Italy, “sleeping in the straw” in Switzerland, “farmstays” in New Zealand, and “farm holidays” in England, agrotourism is well established throughout Europe and in many other countries (Rilla, 1999a). Agrotourism enterprise as a business conducted by a farm operator or farmer for the enjoyment and education of the public beside promoting the products of the farm, and generating additional farm income” (Hilchey, 1993:4). Although the farmers may not always have the time, moneys and necessary skills and expertise to develop the tourism potential of their business, agriculture and public sector tourism organizations are always promoting agrotourism (Stephen J. and Getz, Don (eds)).

Trends of Agrotourism

Agrotourism was recognized as a part of ecotourism formerly as both have similar principles to conduct nature attractions (Rilla 1999). Both have been identified as the fastest tourism development model in the world. They have been widely developed in developing countries as a potential development models as natural resources and support of local society economically (OTA, 1992).

At the moment, agrotourism has successfully developed in many countries, for instance Switzerland, New Zealand, France, Netherlands, Australia, and Austria (Rilla 1999). In Indonesia, there are eight provinces trying to develop agrotourism such as North Sumatera with rubber and palm plantations, Riau with cacao plantations, West Java by botanical gardens, Central Java and Daerah Istimewa Yogjakarta by salak pondoh agrotourism in Sleman, East Java by sugar plantations, Nusa Tenggara Barat by Rinjani ecotourism, Middle of Kalimantan and West of Kalimantan by palm plantations. Currently, they are still simply managed with limited facilities and are not developed on community-based model, and have not been well promoted (Indonesian Agriculture Department, 2005).

Previously, agrotourism attraction was only interpreted as panorama attractions and plantations area, but now agrotourism has been interpreted as a linkage system between tourism and agriculture sectors as well as a model of region development (Indonesia Agriculture Department, 2005).

Application of Agrotourism

Agrotourism is highly dependent on the type of agricultural activity that is practiced in that particular area. In other words, this means that not all agrotourism destinations in the world provide the same agricultural activities. So in this subtopic, we are going to introduce and discuss about some famous agrotourism destinations in our country, Malaysia. This will definitely exposed us the similarities and differences among the agrotourism destinations throughout the world.

First of all, let us look at Malaysia’s agrotourism spots. There are some famous examples of destinations such as:

(i) Cameron Highland

(ii) Taman Pertanian Sabah

(iii) Parit Jawa Johor

(i) Cameron Highland

Cameron Highlands is Malaysia’s premier hill resort. Located in the state of Pahang, on the Main Range of Peninsular Malaysia, at 1524m above sea level, it is the largest of the Malaysian hill resorts. Much of its appeal lies in the net sprawling tea plantations which date back to 1929, as well as terraced flower gardens, strawberry farms, orchard and vegetable gardens. Being a popular hill resort, Cameron Highlands is well-developed with visitor amenities, tourist attractions, activities and a range of accommodation for a comfortable, leisurely holiday in cool invigorating climate.

The cool climate which never ranged more than 20 degree Celsius, along with its fertile soil also attracts tourist from various places. Initially, the virgin jungle cleared for cultivation of tea bushes. Thus began Boh Estate, the first highland tea plantation in the country. Subsequently, other tea estates were opened, among them, the Blue Valley and Bharat plantations. The highland was also found to be conducive for the commercial cultivation of vegetables, flowers and fruits such as oranges and strawberries. The increasing popularity of Cameron Highlands in recent years has attracted the development of more tourism facilities and spots to cater to the growing number of visitors.

The practice of agrotourism can be observed in various agricultural places which is well equipped with facilities in Cameron Highlands. This is important as the combination of both agriculture and tourist attraction forms agrotourism. There are many activities and places to be visited in Cameron Highlands in the context of agrotourism such as:

(a) Sungai Palas Tea Estate

It is one of the four tea states on the highlands, also produces the world famous BOH TEA. Tourists may travel 1 km into this estate where the factory is located. Resident guides will introduce the complex processes involved in the production of fragrant tea. These include the picking of tea leaves and the intricate art of brewing a good cup of tea. Tourists can even purchase some tea, the main produce of the highland, as a souvenir.

(b) Apiary- Honeybee Farm

Apiary- Honeybee farm is a small cottage industry for the production of honey. It is a garden ere some 25 varieties of flowers have been cultivated not for sale, but as a food supply for honey bees in search of nectar and pollen. Honey, believe it contain amazing ingredients for treating ailments such as insomnia, lethargy, skin diseases and even impotence.

(c) Strawberry Farm

Strawberries are another unique and proud product of the Highlands, seen as a trademark of the hill resort. The variety is known as “FRESNO”. Tourist will not leave the farm without a jar of strawberry jam.

(d) Flower Nurseries

Fresh flowers are cultivated in the highlands and are a leading export. Most of the flowers are grown in Brinchang. Bloom like roses, chrysanthemum, carnations, dahlia, geranium and everlasting flowers are grown in the nurseries. No visit to the highlands is complete without purchasing some of these colourful cuts to take back home.

(e) Vegetable Farm

Cameron Highlands is the nation’s prime producer of fresh vegetables, with some of the produce exported to neighbouring countries. Most of the vegetable farms can be spotted from the road along Brinchang to Tringkap. Cabbages, cauliflower, tomatoes, carrots, leeks, parsley and pepper are grown here. Purchases can be made at the vegetable stalls.

(ii) Taman Pertanian Sabah

Taman Pertanian Sabah is part of the 1500 acres of the Agriculture Research Station, Lagud Sebrang Tenom which is administered and owned by the Agriculture Department Sabah. It is a complex consisting of the Agriculture Research Station, Seed production Centre for Cash Crop, Farmers Training Centre and Taman Pertanian Sabah itself. The Park sprawled over an area of 500 acres. The park was first opened to visitors in October 2000, and was officially launched by the former Prime Minister of Malaysia Tun Dr. Mahathir Mohamad on the 25 March, 2001.

With its rich biodiversity, the Park has a magnificent collection for indigenous and introduced plants species. It is also a conservation centre for native Orchids of Borneo. This park would become a heritage for the next generation and this will help to educate people in nature conservation and the preservation of natural rainforest through cultivation of trees, shrubs, plants and flowers.

The lush greenery, multitude species of plants or flowers of endemic to Borneo Island and very rare, panoramic view of the lakes, captivating landscaped gardens provide an excellent base to expand your knowledge and ideal environment for those who seek peace, quiet and tranquility away from stressed and urban noise. This park also provides a great trekking ground as well as nature walks and jungle activities. The park is blessed with Mother Nature’s treasures.

The park is a showcase of integrated activities carried out by all the Departments and Agencies under the Ministry of Agriculture Development and Food Industry. It also serves as a training and education centre for agriculture, horticulture, apiculture, seed production, forestry, fishery and animal husbandry. It is divided into four key areas:

(a) Agriculture

This included Living Crop Museum, Demonstration Farms, Agro forestry, Bee Centre and Germplasm collection.

(b) Horticulture

This include Native Orchid Centre, Hybrid Orchid, Evolution garden, Model Garden and Ornamental Garden

(c) Animal Husbandry

This included Animal Park and Animal Farm.

(d) Fisheries

This included Freshwater Fishing.

Objectives of Taman Pertanian Sabah are firstly, as a major Agrotourism centre in the state. Secondly, to provide demonstration farms for Agricultural activities, Animal breeding and Fisheries. Thirdly, to serve as a centre for training and demonstration on Agriculture, Horticulture, Fishery, Apiculture, Seed Technology, Forestry and Animal Husbandry. Next is to provide facilities for nature-based recreational activities and the final objective is to promote awareness and love for nature.

(iii) Parit Jawa Johor

The following agrotourism destination that i recommended is a place which situated On the western coast of Johor, lies a small town called Parit Jawa. The main attraction here especially during the October-March migration season, is the birdlife. Despite the busy river mouth near the jetty the bird fauna seems unperturbed. The most noticeable of the birds are the Lesser Adjutants of the family of Storks, by sheer virtue of their endangered status and size. Standing at 120 cm tall, with a white body and dark grey wings this species is unmistakable. Its head is virtually bald, apart from a sparse covering of fine hair-like feathers. There are only 2000 odd numbers left in the world and its cousin, the Greater Adjutant, not found in Malaysia, is critically endangered with only 500 odd left in the wild. To be able to sight these amazing prehistoric looking birds is worth the weekend to this classic, pre-war-looking town of Parit Jawa.

Birdlife

The main attraction of Parit Jawa, especially during the October-March migration season, is the birdlife. Though there is a regular traffic of fishing boats winding its way through the muddy channels, and though there are local people going about their business near the jetty the bird fauna seems unperturbed. The most noticeable of the birds are the Lesser Adjutants, by sheer virtue of their size. Standing at 120 cm tall, with a white body and dark grey wings this species is unmistakable. Comically, its head is virtually bald, apart from a sparse covering of fine hair-like feathers.

Active during the day, these storks feed on fish and amphibians such as the Crab-eating Frog. Once seized, the prey is subjected to a series of stabs with its powerful beak, before being swallowed whole. At nights the storks roost in mangrove trees along the coast. Nesting occurs mainly during the dry season, either in small colonies or as single nests.

Other shorebirds not commonly seen in Malaysia but which may be sighted at Parit Jawa include the Great Knot Calidris tenuirostris, the Eurasian Curlew Numenius arquata and the Grey-tailed Tattler Heteroscelus brevipes.

Egrets and smaller herons are easily seen, including the Chinese Pond Heron Ardeola bacchus. The Striated Heron Butorides striatus is very common, and is often seen perched close to the jetty or stalking small fish around the moored fishing boats.

Flocks of terns are often seen following fishing vessels back to harbour, swooping down to pluck small fish from the waters churned up by the boats’ propellers. Kingfishers are common too, including migrants such as the Common Kingfisher Alcedo atthis and the Black-capped Kingfisher Halcyon pileata; there are numerous sticks or posts close to the jetty where they like to perch.

Fishing Village

For visitors unfamiliar with the laid-back charms of rural Malaysia the fishing village of Kuala Parit Jawa serves as a fine example. The tidal inlet is crowded with wooden vessels which fish the muddy waters of the Straits of Malacca, and there are a number of open-air seafood restaurants specialising in spicy fish recipes. Add to that a couple of brightly coloured Chinese temples and modest Malay kampung houses surrounded by banana, papaya and durian orchards and you have a scene of rural tranquility.

Mud and Mangroves

Beyond the rickety wooden jetty at the mouth of Kuala Parit Jawa is a wide expanse of mud, which is exposed at low tide. The coastal mudflats of the Straits of Malacca are rich in organic content, supporting an abundance of invertebrate life including worms, snails, bivalves, crabs and prawns. In turn these food groups support a rich web of higher species including fish such as mudskippers, reptiles such as water snakes and monitors, and a wide range of bird species. Mammals too live in the adjacent mangroves; groups of Long-tailed Macaque Macaca fascicularis regularly venture out of the mangroves and onto the mudflats, probably to feed upon crabs – hence their other name ‘Crab-eating Macaque’. The Oriental Small-clawed Otter Aonyx cinerea can also be sighted here.

Implications of Agrotourism

Agrotourism has contributed much to both the economic and social sector in our country development. However, there are positive and negative implications of agrotourism.

First of all, agrotourism contributes lots in improving the economy of the local communities. When we are promoting about agrotourism, we are actually promoting both the agriculture and tourism as they are combined in this sector. Places of agriculture will sell the products and induce the tourism of the place at the same time. As a result, tourists will buy the agriculture products and spending for tour cost such as accommodation as well.

Besides, agrotourism will help to increase the value of the village. For instance, the residents can provide home stay-themed-accommodation for the tourists. Home stay is a form of program that allows the tourists to live with a local family to experience their lifestyle. Besides this program, by spending on the service provided or products bought, the tourists can increase the incomes of the residents in rural area. This additional income will help to raise the status of the residents. Thus, the poverty rate in rural area can be decreased.

Other opportunity generated from agrotourism is providing local employments. The residents of rural area, especially the youths, can work on accommodation service, tour guide service, restaurant or handicraft industry. This will decrease the migration of youths to cities.

Thus, agrotourism helps improving the social situations, particularly poverty alleviation, decreasing unemployment and declining urbanization.

Generating agrotourism-related businesses is the most potential opportunity of agrotourism development. Due to the increasing amount of the tourists, traditional cakes or chips are produced in order to introduce the local food to them. In the handicraft industry, souvenir such as batik and canes’ products are made to sell to the tourists. To maintain the amount of visitors, agricultural product improvements and stimulations of tourism-related enterprises are done.

Last but not least, abandoned land can be developed in the practice of agrotourism. The development of agrotourism brings about the utilization of lands. These lands can turn out to be a new tourist attraction spot. They can be used as aquaculture rearing, orchard farm or recreational park.

Nevertheless, agrotourism has its negative effects towards the environment when it is over-developed. Climatic change is one of the major problems which the agrotourism sector caused. Recently, we can see the global temperature is increasing drastically from year to year. The best example is Cameron Highland, a place that practice agrotourism. It was known as a cold place but now, the temperature is actually increasing. This has caused the crop yield of the agriculture products such as vegetable and fruits to decrease because these plants are only suitable in temperate condition.

Another negative effect that we can see is the pollution problem. Extensive agrotourism activities have released polluting by-products which results in environmental problems. The increasing number of tourists causes air pollution in a particular area as they using vehicles which release greenhouse gases such as carbon dioxide and nitrogen oxides. These polluting gases are emitted into the atmosphere and translate into the acid rain. Acid rain has adverse affect on the plants, fresh water and soil because it can kills some of the living organisms.

Besides, the excessive use of chemical fertilizers and pesticides also result in soil pollution. Excessive use of chemical pesticides which exceed permissible limit causes undesirable health effects and reduces biodiversity. Continuous use of fertilizer that contains heavy metals such as cadmium in phosphate rocks will pollute the soil and render the crops to be toxic. When the rain falls, the pollutants in soil will be brought to the river along with the rain, which will then cause water pollution. In addition, increases in use of chemical fertilizer results in higher level of nitrates being washed from the soil into the water ecosystem. This causes an excessive enrichment of the water, eutrophicaton, leading to rapid algal growth that creates oxygen deficit and killing of aquatic life. This chain reaction will further affect our ecosystem and biodiversity.

When agrotourism is allowed to develop without proper planning, deforestation might happen. As this sector is growing rapidly, more and more land is required. So, the limited availability of land will lead to deforestation. Deforestation will brings to decrease in the wildlife population and at a more critical state, the biodiversity of the area will be affected. Consequently, there will be agricultural mismanagement which results in less arable land for agriculture and at the meantime, affect the agrotourism sector.

Constraints of Agrotourism

Lack of promotion is another constraint of agrotourism. Advertisement related to agrotourism is not established to a wider range of places. People will not have much information about the agrotourism places. Besides, the pamphlets that provide incomplete information will confuse the tourists. The information given may not be interesting or fascinating enough to attract the tourists. Furthermore, many places are lack of tour guides to introduce the places to the tourists. These will deter them from visiting the agrotourism spot. The authorities should promote the uniqueness of each village to strengthen the destination by combining with other related activities to reach the goals of agrotourism.

Facilities also play an important role in the development of agrotourism. The hardest barriers of agrotourism development are inadequate infrastructures, limited public facilities and imperfect human resource skills. It will be a trouble when the facilities such as transportation, hotel and toilet do not fulfill the tourists’ demands.

Another problem in agrotourism is insufficient government supports. Due to the small amount of governmental expenditure on research and development of agrotourism, technical assistance and support, as well as agro-marketing, agrotourism always faces problems in developing. Government empowerment, investment in agricultural sectors, infrastructure development, human skill improvement, public facilities development, and local communities’ empowerment and involvement need to be immediately committed to apply an ideal agrotourism.

Besides, the younger generation is the important factor in the development of agrotourism. However, they are not concerned and interested about the greenery. From their point of view, agrotourism spot is not an interesting place to travel and it is not worth to go for such an unmemorable and uncomfortable trip. Water World or Extreme Park will draw more attention from them. Also, they are not interested to work in the agrotourism sector. Fresh graduates are not enthusiastic about the job in agrotourism as they thought it is not well-paid compared to the professional sector. As a consequence, there is no new generation to take over this sector.

Lastly, scarce investment is a big problem for agrotourism sector. It is more risky to invest in this sector compared to the other sectors which are stable in development. Investors are less likely to invest in agrotourism as this sector is not a popular trend in the world yet.

All in all, the government, non-governmental organizations, and even the people of our country should do their best to contribute to agrotourism. The government should not just fork out money in maintenance. Instead, they should find alternatives in supporting the development of agrotourism. Solutions to solve the constraints and implement to improve this sector should be their priority concern.

Ways to Improve Agrotourism In Malaysia

Agrotourism and homestay programmes provided opportunities for local involvement and additional sources of income. A total of 19 agro-tourism locations were developed with the participation of farmers and fishermen during the Seventh Plan period. The products included day visits, farm-stay and agro-tourism packages.

Agrotourism is rapidly carving a niche in Malaysia, especially as the country has a wealth of products to offer locals and visitors alike. Agricultural tourism, as it is formally known, helps by improving incomes and economic potentials of small farms, rural communities and agro-based ventures throughout the country. Visitors can also help with the locals’ daily chores, feeding the ducks, tending to the vegetables and see how the local communities thrive in today’s fast-paced world. There are also homestays where visitors can discover more of local agrotourism practices. There are also fruit farms and parks where locals and visitors can learn more of agroutourism in Malaysia.

In Malaysia, an agriculture park measuring over 10000 hectares has been opened, showing visitors how Malaysian agriculture has developed. For example, Cameron Highland located at Pahang and Dusun d’ Paradise that is situated in Melaka. These places have become tourist hotspot as it offer variety of activity and different experience for tourist. Malaysia Agriculture, Horticulture and Agrotourism ( MAHA ) is the main organization that promotes the practice of agrotourism. Today, the industry is still growing and need a lot of improvement to achieve optimum benefit.

Supportive government policies are one of the ways of improvement. It maintains a business environment with oppurtunities for growth and profits have made agrotourism in Malaysia an attractive sector. The private sector in Malaysia is encouraged to become partners with the public sector in achieving the nation’s development objectives. Government’s commitment to maintain a business environment should be the main objective that provides companies with the opportunities for growth and profits. Government can also pay constant feedback from the business community through channels of consultation such as regular government- private sector dialogues. These allow the various business communities to air their views and to contribute towards the formulation of better agrotourism.

Air, land and sea transportation will be continuously upgraded to facilitate accessibility and the growth of the tourism industry. The comfort, safety and security of tourists are crucial for the success of the agrotourism industry. The government will increase security patrols, especially in remote tourist resorts, to ensure the safety of tourists. At the same time, adherence to safety measures in the transportation of passengers by road, rail, sea and air will remain a top priority. Operators, guides and instructors in the tourism business will need to be more conscious of the well-being of tourists and strive to ensure their comfort and safety. In addition, further efforts will be made to provide tourists with quality goods and services at reasonable prices.

Over the years, extensive promotional campaigns have been engineered both locally and overseas to attract tourists from around the world. Despite the economic slowdown, the tourism industry remains strong. Today, Malaysia is one of the most popular tourist destinations in Asia. This will allow the agrotourism industry to continuously expanding. Government must take initiative, which are undertaken by its official tourism promotional board, Tourism Malaysia. This will create potential investment opportunities in many areas. Tourism Malaysia has established video clips in local television programme to promote agrotourism.

Stable political condition is also essential for marketing in agrotourism even for major tourist attractions. Government should ensure the political condition is always stable so as to allow the continuous of tourist flowing into the country, thus promoting agrotourism. Besides that, this will make investor feel secure and allow them to expand the field safely.

Malaysia government should offers investors a young, educated and productive workforce at costs competitive with the other countries in Asia. This will allow the investors to develop and practice agrotourism in a more convenient way. Thus, this will attract more investors to develop in Malaysia and directly contribute to the country’s economy.

The investors also need to play their role to improve the practice of agrotourism. They should provide better infrastructure for their customers such as transports, accommodations and catering facilities. They must provide good transport links because even attractive regions can be almost impossible to market for tourism if they are not accessible from the population centres. Investors should ensure that the agriculture they planted must be in healthy condition and always fresh to attract more people to come and have a tour.

Investors can cooperate with government to create partnership with travel agency of other country to promote local agrotourism. Tour agency can provide attractive tour packages and promotion for the tourist where is the investor will give cheaper price for the agent. This is a form of symbiosis interaction between the tour agent and investor. Both parties will get benefit from the interaction. Investor must provide wide d

Tourists and history lovers have endless love for Agra for its exceptional buildings and monuments. Agra is also a prominent pilgrimage center due to the presence of several religious places. Temples, mosques and other structural wonders in Agra provides religious and spiritual feelings for the visitors.

Presence of numerous tombs, stones and graveyards dedicated to well known religious leaders are famous in the land of Agra.Mariam’s tomb the tomb of Mariam, wife of great Mughal Emperor Akbar is also present here.

The secular lookout of the city is depicted in several famous places of worship for both the Muslims and the Hindus like the Jama Masjid and the Mankameshwar temple. The Guru Ka Taal located at Agra is a large tank with beautiful towers erected around it. The Jama Masjid and Moti Masjid located at Agra built by the great Mughal emperor Shahjahan are excellent examples of the splendid Mughal architecture.

JAIPUR

The Pink Cityaˆ¦.

The glistening Jaipur also known as the the Pink City was founded by and named after Maharaja Sawai Jai Singh II. The royal Rajput heritage is clearly visible in the imposing forts and impressive palaces of Jaipur attract tourists from all over the world. Jaipur is a land of natural beauty and great history. The warm hospitality of people and ofcourse a plethora of colourful handicrafts drags the visitors to this magnificent land. In addition to that Jaipur hosts several festivals from the modern Jaipur Literary festival to the traditional Gangaur, Teej and the Kite festival glorifying its image.

The City Palace Complex is abundant with a rare combination of the finest blends of Rajasthani and Mughal architecture and is one of the most magnificent marvels in Jaipur. The vast area right in the heart of the old city is indeed a remarkable sight. Several buildings, huge courtyards and well-planned gardens make this complex a beauty.

The Maharaja Sawai Man Singh II Museum includes the mahal comes before the main complex. A long series of royal costumes like embroideries, shawls, Benares silk sarees, the maharaja’s pyjamas, kamarbands, chogas, jamawars etc are an attraction in the museum. Giant sized musical instruments like the tanpura and sarangis are also displayed in the museum.

The Maharani’s Palace includes the deadly Rajput scissor-action daggers which have a unique working action are a delight for visitors. There are wide varieties of early handguns, the ones that served as walking sticks, etc. One of them was the size of a small canon fired from a camel’s back, pistols attached with swords, matchlocks, double-barrel guns and percussion cap guns.Daggers with handles of crystal and ivory are priceless. Peak-kubz jambhiya, katars, chhuris, Rajput and Persian swords are also a great attraction. The shield of Sawai Pratap Singh and Raja Man Singh’s sword, a big range of shields made from the skins of crocodile, rhino, and turtle skin is also on the display.

UDAIPUR

Venice of East…..!!

Udaipur formally known as the city of lakes and Venice of East is the lovely lakeside capital of Mewar. Udaipur was founded by Maharana Udai Singh II as the final capital of the erstwhile Mewar kingdom. The kingdom of Mewar was the most respectable of all Rajput princely states in Rajasthan. The warriors of Mewar are still remembered for their bravery & courage. The numerous rivers crisscrossing the town gave Udaipur another name as the city of lakes. The beauty and remarkable past of Udaipur remain in the hearts of visitors for a long time.

Udaipur is a beautiful city in the state of Rajasthan also referred to as the “Kashmir of Rajasthan” or the “Venice of the East”. Udaipur the “Romantic City of India” is one among the most romantic and most beautiful cities of the country. The lush hills of the Aravalis around the azure water lakes make this land beautiful.

Udaipur city of Rajasthan state is a blended with fascinating sights, sounds and experiences drenched in romance and beauty. The land is inspired by the poets, painters and writers for the serene atmosphere. The flavor of heroic past carried by the temples, fairy-tale palaces, gardens, lakes and narrow lanes strewn with stalls is an epitome for the valor and gallantry of the city.

The enchanting lakes, palaces and lively workspaces and culture attracting both the foreign and domestic visitors have made Udaipur a popular tourist destination in India. Udaipur is also a favourite marriage destination of many prominent people of the country. The Swaroop Sagar Lake, Fateh Sagar Lake and the Lake Pichhola are the three interconnected lakes of Udaipur. Major cities of the country including Delhi, Ahmedabad and Mumbai are easily accessible from Udaipur.

GOA

One of the most preferred holiday destinations of India is Goa. The place especially during the monsoon is a tropical paradise enchanting all the year round. Goa is one of the most visited destinations of the country. Fringed by coastal trees and lapped by Arabian Sea the Goa beaches are a delight and the perfect destination for a wonderful hangout.

Goa is a picturesque blend of tremendous natural beauty and traditional and modern facets of Indian life. The windy palms, plush landscape, sun-kissed beaches, and the adjacent Arabian Sea tapping on shores make Goa a very lovely destination. The catholic churches and gothic synagogues make the architecture of Goa a reminiscent of the colonial era. Other prominent ones are the Church of St. Francis, the Church of St. Augustine, St. Anne Church, the Reis Magos Church, and the Mary Immaculate Conception etc.

It exhibits one of the finest beaches in the world and especially for beach lovers Goa is an absolute delight. With the flea markets and Trance parties, Anjuna beach is the prominent one in Goa. The Chapora Fort located nearby Anjuna beach offers a magnificent view of the vast blue Sea. The Calangute beach of Goa being the most commercialized beach of the South Western part of India is one of the not to be missed beaches . These beaches are a favorite to the tourists for the eating spots and shops that are lined up here. Some other prominent shores of Goa are Vagator Beach, Candolim beach, Baga Beach, Bambolim Beach, etc. Every year this enchanting destination attracts plenty of tourists with its exotic beaches and energetic nightlife. The spice plantations are also a major attraction in Goa.

MYSORE

City of Palacesaˆ¦aˆ¦aˆ¦!!

Mysore also called as the “City of Palaces” is a major tourist destination of south India. The place is prominent with palaces, temples, royal buildings, museums, gardens, waterfalls and amusement parks. Mysore the former capital of Karnataka played an important role in the South Indian history. Along with its drastic growth as a famous tourist destination the rich cultural and historical legacy of the city is well maintained. The magnificence of the city of Mysore made it a favorite destination for visitors all over India. Visitors from within as well as outside the country are greatly attracted to this splendid destination. The City of Mysore is known as the ‘City Of Palaces’ for the number of glorious buildings built by the Royal families. Many of the traditional buildings are exquisite examples for the Dravidian architecture.

There are number of other tourist’s attractions that one can visit in Mysore, apart from the Palaces and architectural splendor. The Chamundi hills temple on top of the hills is one of the popular spots in Mysore. It is a favorite destination for the locales and a prominent landmark of Mysore. The KRS dam and the adjacent Brindavan Gardens are worth visiting in Mysore. The Garden of Brindavan is unique. This garden is famous for its colorfully lit dancing fountains that come alive once the sun sets. Another destination worth visiting is the Mysore Zoo which is the oldest Zoo in the country.It was set up by Maharaja Chamaraja Wodeyar in the year 1892. At present equipped with the most modern facilities the zoo is a pioneer in breeding animals in captivity. With a relic of the 3rd century St. Philomena the Philomena Church is another famous monument of Mysore city. It is preserved in a catacomb in below the main altar. The high spires with a height of 175 feet are a well known feature of this church. Set in lush green surroundings the three lakes in Mysore have become a haven for migratory birds.

KASHMIR

The paradise on Earthaˆ¦aˆ¦aˆ¦!!

The everlasting charm and splendor make Kashmir an amazingly beautiful destination of the country. Due to its natural beauty, tempting snow capped mountains, musical waterfalls, scenic lakes, lush green surroundings, verdant woods and many other places of tourist interests, the land is called the Paradise on Earth. Located at the northern most tip of the country Kashmir is one of the most sought after holiday destinations. The Great Himalayan Ranges and the Pir Panjal surrounds the magnificent land of Kashmir from the north and south respectively.

The captivating natural splendor, blissful ambiance, sightseeing places, cultural diversity, humble locals, and the cool climatic conditions make the Beauty of Kashmir unique. The Kashmir valleys are crisscrossed by prominent rivers. These spectacular features enhance the beauty of Kashmir to give it a place close to “Heaven on Earth”.

Kashmir is an ideal place for pilgrimage, adventure sports and trekking as well as leisure vacation. The natural heavenly beauty of Kashmir lures thousands and thousands of tourists from all over the world. The lakes of Kashmir dotted with houseboat facilities are the unique attraction of the region.A Cruise on the fabulous Houseboats in the lakes of Kashmir is an enchanting experience. The hills of Kashmir capped with snow exhibits very low temperature making it ideal for excursions. Some of the prominent locations of Kashmir are Bahu fort, Raghunath temple, Sonamarg, Mubarak Mandi Palace, Chadar Trek, Gulmarg and Peer Baba.

KANYAKUMARI

With the Arabian Sea in the west and the Bay of Bengal in the east Kanyakumari is a very unique destination of India in the state of Tamil Nadu. Kanyakumari or Cape comerin is located in the southernmost tip of the country, where the three seas get united. The beautiful sunrise and sunset of Kanyakumari made it a popular destination of India.

A lot of tourists are attracted by the serene beauty of Kanyakumari. It is one of the rare destinations in the world where both sunrise and sunset can be observed from the same point. Murugan Kundram is atop a hill at Kanyakumari which gives a magnificent view of both sunrise and sunset throughout the year. The sunset is visible only from October 15 to March 15 in a year; whereas the sunrise can be viewed from this southernmost tip throughout the year. This spot offers a wonderful panoramic view of the entire Kanyakumari. On full moon days both the sunset and moonrise can be seen almost simultaneously from the same spot. This unique spectacle is witnessed at Kanyakumari.

Two rocks In the midst of the sea known as ‘twin rocks’, with the monuments of swamy Vivekananda and Saint Thiruvalluvar contribute to the rich Indian heritage. The rich cultural heritage and the history of Kanyakumari date back to decades. Kanyakumari is the hub of civilization for centuries and is prominent for the culture, arts, economy, and history. Kanyakumari is one of the prominent pilgrimage destinations of South India due to the instances of many religions like Islam, Christianity, or Hinduism. The structures, arts and even in the cuisines of Kanyakumari reflects this mixed culture.

KERALA BACKWATERS

God’s own country……!!

Kerala blessed with a unique feature called the backwaters is the southernmost state of the country. The broad stretch of waterways is a lasting source of tourism as well as a livelihood for the state. The backwaters surrounded by the tall palms and coconut trees exhibits the rippling beauty of nature. Every year thousands of domestic and international tourists are drawn towards these enchanting backwaters. The green surroundings, vibrant people of the locale and small villages make the visitors feel elated.

The major feature of Kerala backwaters are the houseboats which attracts plenty of tourists. Houseboats traditionally named as the “ketuvalloms” are actually large all-wood vessels with all facilities provided inside. Equipped with modern facilities house boats meets up to the world standards such as large hotel suites etc. We can watch the beauty of the backwaters right from a room inside the houseboats. Most of the rooms are well furnished, air-conditioned with no compromise in safety of inmates. They are assisted by a general manager, chefs or cooks.The traditional Kerala cuisines and special sea foods of Kerala are served deliciously in the houseboats. There are amenities like dining extravaganza, ayurveda massage and beauty treatments inside the houseboat.

Alappuzha, Kuttanad, Thiruvallam, and Kollam are the prominent backwater regions of Kerala. The backwaters of Alappuzha witness the exciting snake boat races of Kerala which brings lots of visitors to this enchanting land. In these prestigious boat races the traditional boats of Kerala participate.

DELHI

Delhi the capital city of India also known as New Delhi is one of the main arrival point for overseas tourists. The Qutub Minar, Red Fort, Humayun’s Tomb, Lotus Temple, Akshardham Temple and Jama Masjid are the main places of tourist attraction in Delhi. Delhi locally known as Dilli offers a large opportunity for a tremendous shopping of unique and diverse traditional products. Karol bagh, Connaught Place, Chandni Chowk, Sarojini nagar Market, Palika Bazzar, Gaffar market and Lajpat Nagar Market are the main markets of Delhi. Another not to miss destination is the Delhi Haats.

The city is not only the capital of the country but is acclaimed for being the cultural capital of the country too. The spectacular architecture is depicted by the antique monuments of Delhi. The city witnesses the interesting blend of cultures, the mysterious eternity of the rise and fall of many great empires. There are seven cities in the contemporary Delhi which were built by different emperors in mean time. Some major tourist attractions are made from the ruins of this ancient city. The city of Delhi consists of two parts, one is the old part and the other is the new one. The Old Delhi is full of Mughal and British architectural structures, by-lanes and alleys whereas New Delhi contains several modern buildings and offices.

The climatic conditions of Delhi are extreme. The summer can be very hot. Temperature often goes above 45° Celsius while it is chilly and foggy in the winter. The ideal time for sightseeing and adventures is from the month of October to March.

AJANTHA ELLORA

Ajanta and Ellora Caves are rock-cut cave monuments and are two different tourist destinations in Maharashtra. The Ajanta-Ellora Caves are located near the city of Aurangabad in the state of Maharashtra. They are declared as World Heritage Sites by UNESCO. Beautiful paintings and sculptures are featured in these caves. Situated just outside the village of Ajanta are the prominent Ajanta Caves, 107 km away from Aurangabad city. Dating back to the 2nd century BC, there are around 29 rock-cut cave monuments in this complex. The first group of these caves was built around 200 BC, while the second group was built in later 600 AD.

Ajanta caves are nestled in the semi-arid Sahayadri Hills above the Waghur River and are prominent for the beautiful paintings and sculptures. It is built using only hammer and chisel. These caves are the secluded retreats for Buddhist monks to perform their rituals in the chaityas and viharas. The well preserved wall paintings of Boddhisattva, Padmapani and Avalokiteshvar are the prominent artworks in the caves.

The archaeological site of the Ellora cave complex is located 30 km from the city of Aurangabad. These caves were built by the Rashtrakuta rulers between the 5th and 10th centuries. There are 34 caves in the cave complex that were hewn out of solid rocks of the Charanandri Hills. These are the monasteries for Buddhists as well as temples for Hindus and Jains. The Ellora complex comprises of 12 Buddhist, 17 Hindu and 5 Jain caves which symbolizes the religious harmony of that time. The Ajanta-Ellora Festival organised every year in Aurangabad is meant for paying tribute to the legendary caves of Ellora, Ajanta and other historical assets of the country.

DARJEELING

Queen of hillsaˆ¦aˆ¦..!!

Darjeeling is a prominent Himalayan city located in the state of West Bengal. It is well known for the charm and is considered to be one of the best hill stations in India. The surrounding areas of Darjeeling like Mirik, Jaldapara, Gangtok and Pelling are also prominent tourist destinations. This hidden paradise of North Bengal includes a joy ride in the world famous toy train which has been listed as UNESCO World Heritage site.

Darjeeling is one of the most significant and organized hill resorts of India. It lies 686 kms from the plains of Kolkata perched at a height of 2134 meters with a backdrop of the mighty snow clad Peaks of Himalayas. The world’s highest peak and the third mightiest and highest mountainous snow peaks can be viewed clearly from this sight. It is a UNESCO World Heritage Site prominent for the Darjeeling Himalayan Railway and the tea industry. Finest blend of tea can be tasted from this hill station.

Darjeeling had now become the most desired holiday destination of the country with innumerable tourists who throng it. The Buddhist monasteries and the Hindu temples are the most visited destinations of Darjeeling. The Darjeeling Rangeet Valley Passenger Ropeway, Singalila Range Trek, the ultimate Toy Train trip in Darjeeling and much more provides an Adventure Tourism in Darjeeling.

Along with tea, oranges and cardamom are also available in plenty in Darjeeling. Amazing products of Traditional arts and crafts of Tibet and Sikkim are available for shopping. Delicious cuisines of traditional Tibetan and Sikkimese style are available in the hill station along with the other Indian dishes. Summer and spring are the ideal seasons to visit Darjeeling. The hill station receives a moderate rain throughout the year.

SHIMLA

The Summer Refuge

Shimla is the present capital of Himachal Pradesh and the former summer capital of British in India. The land of Shimla has been blessed with all the natural bounties making it an ideal tourist destination. It is surrounded by green hills with snow capped peaks with tremendous scenic beauty. The spectacular cool hills of Shimla are accompanied by the structures made during the colonial era which creates an aura different from other destinations.Shimla retains its colonial heritage with grand old buildings bulging at it seems with unprecedented expansion. The stately Viceregal Lodge, charming iron lamp posts and Anglo-Saxon names are few of the architectural splendors of Shimla.

Shimla unfolds many parts that remain hidden to vehicles. Sankat Mochan and Tara Devi can be linked with a short train ride to Tara Devi station. The stroll and shopping on the Mall and in Lakkar Bazaar is inevitable for the tourists. The Lower Bazaar that runs parallel to the Mall at a lower level flavors a typical Indian market place. The wild flower hall, Mashobra, Naldehra, Tattapani, Fagu, Narkanda and Chail are some of the major sightseeing areas in Shimla.

The best time to visit Shimla is during April to August or during December to January however it can be visited throughout the year and can enjoy the charm of each season. Shimla experiences cold and chilly winds from the upper Himalayas during winter. Shimla witnesses many winter sports and ice skating carnival during winter.

UTTARANCHAL

Uttaranchal is a north eastern state of the great Indian Territory with immense beauty and tranquility. The snowy mountain ranges, gusting rivers, natural serenity and lakes made the place more attractive. The western part of the Himalayan ranges provides a picturesque of snow capped hills in Uttaranchal. It is known as the land of God with many prominent temples and pilgrim centers. The green valley, lush forestry, rich flora and fauna add to its beauty.

Uttaranchal is a common picnic spot with many adventurous sports like trekking, skiing, skating, wildlife safaris etc. The hill stations, Glaciers, wildlife, pilgrim centers and national parks are the major tourist destination of the state. The valley of flowers made the place more colorful with plenty of different species of flora. Musoorie, Khirsu, Pauri, Nainital, Kausani, Haridwar, Rishikesh and Auli are the most prominent hill stations of Uttaranchal. Experience the most mesmerizing beauty of nature from these prominent destinations of Uttaranchal.

RAJASTHAN

The state of Rajasthan is well known for its delightful tourist destinations. The imperial land of Rajasthan is known as the state of colors, forts, festivals and quaint nature. The state is located in the north western part of the nation with hilly terrain and Thar Desert. The pink city of India-Jaipur, the Golden city of India-Jaisalmer and the city of Lakes-Udaipur are the major significance of the state.

Explore the grandeur of impregnable palaces and forts, astonishing lakes, golden deserts and exotic wildlife of Rajasthan. The unique culture, festivals, traditions and lifestyle of people made the place a mesmerizing tourist spot. The Rajasthan cuisines and sweets are very famous for its different style and taste. The attractive handicrafts of Rajasthan are famous for its beautiful hand embroidery. The desert festival is one of the popular festivals of Rajasthan which attracts lots of tourists from all around the world.

KULLU MANALI

Kullu And Manali are the most astounding hill stations of North India. These famous destinations are located at a distance of 40km from each other and at 570km and 521km respectively from the state capital of the country, Delhi. This fascinating destination has snow covered mountain ranges, rhythmic rivers, dense forest ranges, cascading waterfalls, valleys and many more. There are wide options for adventures activities like skiing, trekking, rafting etc at this astounding destination. Above all these panoramic view, there are also a number of temples and monuments at Kullu-Manali.

The best time to visit Kullu Manali hill station situated at Himachal Pradesh is during the month of May, June, and September to November. This picnic spot is one of the most crowded one in India being the haven for adventure lovers, vacationers and honeymooners. Manali hill station is located at a height of 6398feet above sea level with intense cold climate. The temperature varies from 15 to 20 degree Celsius but it may even go below -5 during October to March. Rohtang Pass, Hidimba Temple, Maa Sharvari Temple, Solang Valley, Rahala Waterfalls, Rozy falls, Zana falls, Naggar, Monasteries, Manali Gompa are few of the major destinations at Kullu Manali.

AMRITSAR

Amritsar is a perfect tourist destination of India showcasing the compound traditions and secular culture of the nation. The city of Amritsar is also regarded as an important devout center for the presence of many enchanting temples. The glorious past, magnificent present and a hopeful future are well exhibited in the city of Amritsar. This fascinating land is titled as the jewel of Punjab for the prosperous depository of national heritage and religion. Amritsar is the largest and most important city of Punjab and is located 280 miles from Delhi. Amritsar is known for the prominent golden temple devoted to Sikh religion. The sacred tank surrounding the temple offers a lovely sight of the temple. The Durgiana temple situated earby is a partial replica of Golden temple dedicated to Goddess Durga. The Harike Wetland Lake is another prominent tourist destination of Amritsar which is declared as national wildlife sanctuary. The spot is formed on the point of confluence of the rivers Beas and Sutlej. Amritsar experiences a semi arid climate suitable for excursion on any time of the year. The Jallianwala bagh memorial commemorating the sacrifice of many lives is located near to Golden temple. Another prominent site is the Rambagh garden which is laid out in the pattern of Shalimar Bagh at Lahore.

VARANASI

Varanasi is an important Hindu pilgrim center of the country and is the oldest city of the world. Varanasi is the land of spiritualism, Indian philosophy, mysticism and Hinduism. These are well depicted in the prominent temples, numerous sects, Ashrams and Ghats. Along with Hinduism, other religions like Jainism and Buddhism is also practiced in this sacred land. The old Indian civilization is greatly reflected in Varanasi. The city is the home for many fairs and festivals all round the year in Varanasi which includes the prominent Bharat Milap, Kartik Purnima, Ganga Festival, Buddh Purnima, Ramlila, Panch Koshi Parikrama, Nakkatyya, Hanumat Jayanti and Mahashivratri. Varanasi is the city of Ghats associated with history dated back to centuries. Varanasi tourism reached its heights for both its historic and renowned pilgrimage significance. Varanasi also known as Banaras or Kashi has many prominent tourist destinations. The Ghats of Varanasi, Bharat Kala Museum, St. Mary’s church, Nandeshwar Kothi, Banaras Hindu university, Ram nagar Durg etc are few of the attractions. The pilgrimage spots of the city include Durga Temple, Bharat Mata Temple, Kashi Vishwanath Temple, and Tulsi Manas Temple. The adventure lovers can enjoy the beauty of nature and diversity of wildlife from the Chandra Prabha Wildlife Sanctuary and Kaimoor Wildlife Sanctuary.

Front office is the main part for hotels. The popularity and how famous is the hotel als depends to the hotel front office system because for a hotel customers are important and even with the presence of customer only the management can run the business. Moreover, front office people are the one who greet and give first impression to the customers. So, the way they greet customer can lead the hotels to have more customers. Front office are the one who also promote room and beverage sales such as type of room and packages available.

1.2 THE TASK AND RESPONSIBILITY;
1.2.1 THE RESPOSIBILITYS OF FRONT OFFICE MANAGER

The front office manager is the one responsible for any good or bad things happened in the front desk, this includes the staff routine, staff training and all type of communication. The front office manager should also be available to work any shifts. Moreover, if there are any problem in the front office department, he should be ready to settle it off. The front office manager should also be a good leadership for the staffs. The front office manager is also the one who responsible for all the VIP and guess concerns.

1.2.2 THE RESPONSIBILITYS OF FRONT OFFICE ASSISTANT MANAGER

The front office assistant manager is the one who need to update all the profit and problems to the manager. Moreover, the assistant manager is the one who assist manager in the front desk routines and management. He will help the manager with all the basic needs such as the front desk staff schedule, and then take care the desk when the manager not around. He should also able to solve the customers problem with fast act before the issue goes to the manager. The assistant manager is the one who responsible for all the meetings between the staffs too. Should assign the staffs with the routine. And if there’s any emergency should take early act and make sure things are under control.

1.2.3 THE RESPONSIBILITYS OF FRONT OFFICE REPRESENTATIVE

These peoples usually represent the front office such as if there’s any problem the staffs, these people will see 1st before it goes to the supervisor.

1.2.4 THE RESPONSIBILITYS OF FRONT OFFICE NIGHT AUDITOR

The night audit team responsible of the hotels daily activities such as they will be handling the front desk at night. Moreover, they also need to prepared the record of the day for all the room occupied and more. They also need to submit off the account for the particular day. They also need to verify the room charges, banquet charges and other charges correctly in order to provide the hotel data correctly. So, a night auditor plays important roles in a front desk.

1.2.5 THE RESPONSIBILITIES OF A CASHIER

A cashier is the one who handle money in front desk hotel. The cashier should and responsible for all the money act. The cashier will collect money from the guest during check in or check out. They generally operate a cash in a adding machine. The cashier should be very careful and responsible with the cash they handle to prevent any unwanted act. Usually, the cashiers work shift depends to the hotel procedures whereby a normal office hours duty.

1.2.6 THE RESPONSIBILITIES OF RESERVATIONIST

The reservationist would be handling the front office department in handling the reservation calls. So, this people is the one who pick calls for customer reservation. If there’s a call from outside customer to booked a hotel, the hotel reservationist will take their booking and explain about the hotel procedure to the customer. They, are the one who arranged rooms or even any meetings arrangement for the customer if there’s such a booking. They, should also create a good mannerism when speak to the customer in the phone because there are representing the hotel and should make the guest to came down to booked this hotels rooms. Usually, this department working shifts is also depends to the hotel rules. They, should also be a good language speaker.

1.2.7 THE RESPONSIBILITIES OF A TELEPHONE OPERATORS

A telephone operator usually in the front desk with attending calls from outsides, such as if a customer needs to know room availability the telephone operators will transfer the line to interior department. So, a telephone operator should also be a good English speaker to attract the guess. Usually, their working shift time will be bit more different then others and its depends to the hotel procedures. The hotel department should appoint a right person to work here who is more responsible because they are the one who answers the calls whenever there’s incoming call and should answer it within two – three rings.

1.3 CONCLUSION

So, front office is really a very important for a hotels. If, a hotel need to run in successfully the front office department is the major cause. Moreover, front office department are the main receiver of a guess, so a the very 1st satisfaction of a guess is after the way they are treat and its obviously the front office people. So, a good business for a hotel is all depend to the front office so the department heads should take good care of this front desk.

2.0 QUESTION 2
Front office staffs must have certain skills to attract guests during the first impression. Write about Front Office staff skill in guest relations?
2.1 INTRODUCTION

The front office staff must have a good working skill to communicate or attract the guest. For a hotel a business can run up to level if the staff are in proper system, what we can mean here is about the skill and the ability to speak and communicate by the staff to the guest. It is really important for the staff to have a special skill to attract the staffs because not all the staffs can communicate well here and interact with guest in the proper term, so they need to have this special skill to have a qualify working skill. For a newly appointed staff usually the management will give them 1week training session, so the supervisor or the in charge person will give the training to the staffs. Most of the hotels will give them a certificate to prove they are well trained but then certain hotel doesn’t do this. Even some of the hotels give money to the staff for that 1week working training. During the staff in training week, they will be given working hour shift that is from 9a.m – 5pm.

2.1 FRONT OFFICE STAFF SKILL
2.1.1 GOOD COMMUNICATION

A staff who works in the front office department should have the ability to speak very well. It is because the guest who going to check in to stay in the hotel not only going to be a local resident but then from worldwide, so the staff should have the ability to speak well language. Moreover, if the particular staff can speak multi language it will be more great full because there will be multinational language guest with different mother tongue. So, when the staff can communicate this way it will be easier for the guest from foreigners to communicate.

2.1.2 APPEARANCE

Those staff who works at the front desk should have a good appearance. They should be neat in hair wise, the uniform they wear should be neat. All this are important because the guest who check in need to have a good look about the hotel in appreance wise so with such a good appreance, the guest will have respect for the hotel and the board. If, the particular person is tidy with poor appreance and with long hair and so on the guest who check in will have bad manner about the department and speak bad about it to others of his or her friends and give a bad reward to the hotel.

2.1.3 GOOD LISTENING SKILL

The staff should have a good listening skill too. This is because usually front office will be very grandly and one or two noisiness so by having good listening they can overcome it and comfortable with the environment. It also show the support of us to the guest and we can get know what is expected from us by the guest or the superior. The staff can also resolve any problems which occur between the guest. Moreover, they need to have good hearing because when updating any guest data shouldn’t have any error or else they might be in severe problem. To be a good listener the staff and the workers all should have good eye contact with the person whom we are talking. Either than that, they shouldn’t interrupt when the speaker is speaking or else we might not get what they are all talking about and going to cause us problem because the guest can’t keep on repeating the same thing to us so, we shouldn’t interrupt but then listen to them with patient and calm. Nextly, the receiver should also stand or seat in proper way because we need to respect the guest.

2.1.4 POSTURE

Posture also can be defined same as the standing positioning, but in this wise the staff should always face the guest. For example, the receptionist will stand half away bend and talking hardly all shouldn’t be practice as it can lower the hotel prestige.

2.1.5 EXPRESSION

The staff working at front office should always have a good face expression. Whenever, the guest check-in or check-out or even when the guest are standing nearby, the staff should greet them with a smile or even some wish such as good evening and so on. So, by doing this the hotel’s prestige will get higher and at the same time the guest feel good about it.

2.1.6 GOOD EYE CONTACT

The staff should also have a good eye contact with the guest. When a person talks to us, we should greet them back nicely in speaking wise and also by a good eye contact so that the particular persons know that we are hearing to their conversation. If let say there’s no any eye contact, the person will think that we are not listening to them. So, all the staff should be train with having a good eye contact.

2.3 CONCLUSION

So by overall, all the staff should have good working skill moreover for those who works in front desk as the need to deal with the guest every day. For a cashier, this type of skill will be very important because they will be handling cash every day and if any error occur they will be the one to blame. So, the staff should practice those skills in their daily routine to prevent from any problems.

Adventure sports have seen a tremendous growth is the last six to seven years and the future looks very bright. The government is also doing its bit in order to promote adventure tourism in India. The Indian tourism industry has a lot of myriad players who want to latch on the opportunities that beckon in this field of the industry. But the industry and its players continue to be a house of disorder.

This paper looks into the clear and present opportunity that lies ahead of the Indian Tourism Industry in the form of Adventure Travel, and analysis the various aspects that need to be kept in mind as the investors go out in search for the suitable customers to cash in on this multimillion dollar cheque.

INTRODUCTION

“A man cannot discover new oceans unless he has the courage to lose sight of the shore”, were the words of the famous French noble laureate Andre Gide and the increasing demand for the adventure sports indicates that people have entered the 21st century with renewed courage to find enjoyment in the thrills of the adventure filled outdoor activities. Thus, it can be seen like leisure tourism, adventure sports is becoming an integral determinant behind the tourism dynamics.

As a subject for academic analysis, tourism can be said has reached a stage of relative maturity. A casual review of journals serving the subject area reveals a number that have been in existence for over 25 years (e.g., Tourism Management, Annals of Tourism Research), with the Journal of Travel Research publishing its 45th annual volume in 2007. Similarly, the range of journals reveals the diversity of issues considered (e.g., Tourism Geographies, Tourism Economics, Journal of Sustainable Tourism, and Journal of Travel and Tourism Marketing).

With the evident relative lack of research in the area of Adventure Sports Tourism, it would be sensible to turn to research in the area of promoting the various disciplines of adventure sports by integrating it with operations of tourism management. This research will look into the increasing demand for the adventure sports, breaking with the cultural and geographical conformism of conventional holidays and trips, and will analyse the potential for it to tap effectively.

OBJECTIVE

Research in the field of sports tourism has burgeoned over the last decade. In a study conducted by a renowned publication, unsurprisingly, the most studied activity was major event sports tourism like Olympics, World Cups, etc.(40% of articles), with outdoor and adventure sports tourism (29%) and skiing and winter sports (15%) being the other two significant areas.1 This being a clear indication of the increasing demand for the adventure sports, the objective of this paper will be to study the feasibility of marketing, conducting and benefitting from such events specifically in India.

This market study will broadly consist of two parts which will help the readers decide the readiness and the viability of the adventure sports market.

Part-1 discusses the concepts and approaches that might inform an analysis of adventure sports in Indian market.

And part-2 will conduct a critical evaluation and the determining factors of investing in this area of business.

“If you’re not living on the edge, you’re taking up too much space.”Overall, the reader should after considering a personal perspective should be able to 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. Not many people would agree, due to its unexplored avenues, that India is a place where one can indulge in numerous adventure activities, if not all. Definition of adventure is different for different person and best thing about adventure tourism in India is that it provides adventure sports ranging from soft adventure to active and extreme adventure. Soft adventures are ideal for family and kids and require very little or no skill and experience. Extreme adventure in India can be physically and mentally demanding and require good experience.

The service which is being discussed here has two aspects to it one being the tourism in India and the other being the adventure sports. These two complement each other in the way that for a customer the need for one of the above may often lead to the demand for the other. For e.g. for someone visiting Manali, in the Northern part of India for a Holiday, a chance visit to the snow capped Rohtang Pass may encourage the trying of skiing which is promoted in the area. Thus it makes sense to look into both of these aspects individually to get a holistic view of the service being provided i.e. Adventure Travel.

TOURISM

Tourism for long has promised to be a sunrise industry for India. India is blessed with a vast range of practically everything that a successful tourism offer needs – from mountains to rivers to history to religion and culture. The economic and political case for investments is also politically attractive. Tourism promises an inflow of hard currency and at the same time also promotes goodwill. It creates demand for a variety of industries like transports, hotels, handicrafts, entertainment and so on. With improved tourism in India the overall quality of life is sure to improve over a period of time.

And yet India seems to be remarkably lethargic in making money out of tourism. The situation is rather pitiable and the following statistics emphasise that fact:

India’s share of global tourism market – 0.67%

Number of tourists visiting India – 2.6 million against China’s – 37 million.

In terms of tourism revenues as share of GDP India’s Rank is – 124th

The spirit, cohesiveness, and vision that have spurred India to the top of the heap in diverse industries is lacking in this sector. The absence of integrated vision is compounded by a lack of initiative and tardiness in implementing policies.

In a study conducted on Indian Tourism, it has been stated that, “while there exists an ability to invest there also exists an equal degree of unwillingness to break away from the beaten path and take risks.”

The country is sitting on a virtual goldmine with a wealth of sights cultural exuberance, diversity of terrain and that special something that only India can deliver. Tourism has the potential to do something bigger than what IT has done for India.

Priority should be given for development of tourist infrastructure in selected areas of tourist importance and for those products which are considered to be in demand in the existing and future markets so that limited resources are put to the best use

ADVENTURE SPORTS

IIndia, one of the most enchanting, incomparable and invigorating travel destinations all over the world, is a true treasure trove for the adventure enthusiasts. India has all the perfect ingredients that enchant its tourists with real fun and excitement.

WATER

The Himalayas offer you some of the toughest and most exciting river runs in the world. River sports in the rapids are the most popular, throughout the summers and can really get your adrenaline pumping.

White Water Rafting, Kayaking, Snorkelling or Scuba Diving if there is a concept of water sport in Adventure you can find it in this country.

TREKKING

Source : World Tourism Organisation

WHERE DO YOU WANT TO GO?You can trek for one day or one month; backpack all your gear and wonder off in the wild or stroll comfortably with just a shoulder bag, water and camera whilst animals transport your camping gear, heavy baggage and logistic loads. You may set a challenging pace and go over difficult grades and high passes or just amble along, enjoying the wild nature, magnificent scenery, uncomplicated lives of people staying close to nature, stopping when you please, chatting with your companions, forging new relationships and hoarding a fund of fascinating memories to cherish.

More extreme ways of trekking are Rock Climbing and Mountaineering. Rock Climbing as a sport it took off only about 15 years ago. Rock climbing uses a minimum of aids and the challenge is to find the toughest route and scale in the least possible time. The availability of good climbing rocks not too far from the city gets greater access and participation from professionals as well as from the amateurs alike.

Mountaineering takes place at biggest adventure playground in the world -the Himalayas. Mountaineering is a serious activity undertaken with the primary goal of reaching a mountain’s summit. It requires a high degree of fitness and experience. Due to its high equipment costs and complexity, it is mostly taken up by foreign tourist coming to India.

Himalaya promises every climber their share of adventure, which lures them to the mountains.

AERO Experience

Just like on the land, there are various adventure opportunities in the air too. Man has for times immemorial, longed to glide and soar like a bird in the sky. Parasailing and Paragliding are indeed, experiences which combine the wonder of smooth sailing in the air and the thrill of soaring high. Once in the air, you experience the ethereal serenity of the sport. It is an experience that is, surprisingly, thrilling as well as becalming.

Other Activities

Other extreme sports include the likes of skiing which is seasonal in nature and can be only carried out during the winters.

Another very popular activity is bungee jumping which can be carried out even in the urban areas with the help of the required infrastructure.

The potential MARKET AREAS

Popular Destinations

HIMACHAL PRADESH

Himachal Pradesh is a complex mosaic of hills, lush green valleys and snow-covered peaks. The name itself originates from the ancient Sanskrit – hima (snow) and achal (that which cannot be moved).

This land of fascination and mystery with its age-old culture kindles deep interest and commands respect. It is replete with dense forests, fast-flowing rivers, terraced fields, snow-covered mountains, small fairyland villages and friendly folk – all adding to its charm! Himachal Pradesh is also a treasure trove of ancient arts and crafts and rich traditions.

PRO’s

Established tourism Infrastructure like Hotels etc.

Abundance of natural resources for conducting activities.

Excellent govt. Support in setting up of new ventures.

Trained Human resources available.

CON’s

Market filled with unstructured profit making activities.

Overcrowding of popular tourist centres.

Local resistance present will affect the business.

Many areas inaccessible.

GOA

Goa is a paradise for water sports lovers and has always appealed beach enthusiast and water sports lovers. The long coastal stretches offer loads of opportunities to indulge in all sorts of water-sport activities and also to try on some new watery excitement. Surf the seas or float across the skies, the options of sport enjoyment is never ending in Goa. One can never get tired of scuba diving into the wreckage of the colonial ships. The para-gliding, para-sailing, acquatics sports, water-skiing and wind surfing will be completely thrilling.

Source: Ministry of Tourism, GOI

PRO’s

105km of coastline provides ample opportunity for implementing innovative ideas.

As shown above, Goa has the largest turnover of tourists in India.

Easy accessibility with good road and rail transport and fully functional Intl’ Airport.

CON’s

Lack of law and order.

Poor transport facilities within Goa.

Untrained hospitality staff.

High costs due to black marketing.

Untapped Destinations

North-East Region

The rich natural beauty, serenity and exotic flora and fauna of the area are invaluable resources for the development of ecotourism. The region is endowed with diverse tourist attractions and each State has its own distinct features. North East India presents some very outstanding and challenging adventure sports in India for the adventure enthusiasts coming from all over.

PRO’s

Untapped Market.

Ideal Terrain for adventure sports.

Readily available human resource which can be trained according to the needs.

Government of India attaches great importance to the development of tourist infrastructure in the North Eastern region in view of its immense tourism potential.

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 any other competitive advantage that comes even remotely close to tourism, because of the beauty and abundance of its natural resources. There’s tremendous scope for adventure sports, scuba diving & snorkeling, swimming, sun-bathing, trekking and just soaking in nature at its most beautiful. However, till now, in the absence of a specifically stated tourism policy and a strategic implementation plan, and any gains accruing are more through serendipity rather than conscious effort.

PRO’s

Popular amongst both local and international tourists.

Tourism is the main stay of the region, thus all the development is centred towards the infrastructure for tourists activities.

Easy availability of human resources.

CON’s

Not an accessible region as travelling from mainland takes lots of time and money.

Dearth of basic infrastructure in areas except for the capital Port Blair.

Thus the analysis of the various regions indicates that Indian Tourism has loads of untapped potential. Evident lack of policy or vision from the government has resulted in its inability to scale up infrastructure. If that is taken care of there can a surge in the number of tourist indulging in adventure travel.

TARGET CUSTOMERS

Over the last ten years, India has witnessed substantial changes in its leisure and travel choices and demands. This can be attributed to the rapidly growing economy, supported by globalisation and privatisation, which has lead to increased spending power and greater leisure time. Now, instead of spending a holiday being herded around in a tour bus, the sophisticated Indian traveller wants ‘experience-oriented’ vacations. This has made adventure tourism a particularly exciting field to be in. According to Pranav Kukreti, Director, Marketing, of Treks ‘n’ Rapids, “The psychology of the modern Indian traveller has changed completely. Gone are the days when they were happy with simply staying in a resort in Shimla or Nainital. Now, they want excitement and adventure,”

The tourism industry fetches two million adventure tourists and is growing at over 35 per cent annually. It is estimated that India has the potential to attract another half a million foreign adventure tourists. The domestic market is also set to see a ten-fold growth in the next five years. This rise can be majorly attributed to the changing consumer behaviour of the urban population.

It will be appropriate to divide the study of the customers into Domestic and International.

Domestic

The key socio-economic trends which have contributed to the increase in demand of the adventure sports can be listed as follows:

Middle Class – The size of the middle class families have stated shrinking with growing industrialization, while their pockets have grown bigger and bigger. With the adoption of concept of nuclear families the size of the families has gone down from 8-4 and 4-2. The leisure time that the members of the family get to spend together is preferably spent on quality holidays. Thus, adventure travel offers an excellent opportunity for the people to make their kids have fun while they rejuvenate themselves from the maddening office schedules.

Urban Youth – Youths have always had a strong urge to be non-conformist, and this behaviour is evident in their spending decisions too. Now with this urge being supported by ample spending power, Indian youth is raring to enjoy the thrills of adventure sports. Jawaharlal Nehru had talked about India’s Tryst with Destiny at the stroke of midnight hour, India’s latest tryst with destiny, BPO, is equally connected to the midnight hour. This tryst is also about independence: the independence of the Indian youth. To the delight of the marketers, the ‘youth’ market they’ve been chasing all these years finally has a credit card with no supervised spending limit.

Corporate Promoted Activities – Another windfall for the industry has been created by the corporate sector with almost 70 per cent of the demand for adventure tours originating from here. Tour operators have special two to three day packages for corporate teams. The idea here is to link sports with skills like time and stress management or working under pressure. The exercise is meant to rejuvenate as well as re-skill.

Data of Foreign Travellers

Source: MoT, GOI, Annual Report

Adventurous Kids – The kids at present have more self-sufficiency and influencing power in the family. They are well networked (read social networking), well informed and social. The ability of the kids to nag their affluent in making them purchase stuff for them is known as “pester power”. This pester power is also enabling them to undertake various school trips and adventure camps where they enjoy with their individual social groups.

INTERNATIONAL TOURISTS

India is emerging very strongly as a brand. With the inquisitiveness about India rising all over the world, more and more foreign tourists are coming to India to experience its vibrant cultures. But while they visit the popular destination it can be a good value addition for their trip if they can be offered an experience of river rafting in the rapids of the Ganges or a paragliding experience may accompany their sun tanning on beaches of the Goa.

The foreign tourists have high spending power and if the infrastructure and quality adventure sports facilities are available to their discretion, the promoters can be rest assured of a significant contribution to their balance sheets in dollars.

The global meltdown combined with the Mumbai attacks have spelt disaster for the tourism industry with foreign tourist arrivals dropping by 2.1% and foreign exchange earnings down by 12.5%.

Reeling from these statistics, the tourism ministry is considering several sops for the hospitality and travel industry. Amongst these include offering free air travel and accommodation to foreign tourists who visit India for the third time. “This move, if approved, will mean encouraging genuine Indophiles and is in line with our effort to encourage repeat travellers,” an official from the Ministry of Tourism said while addressing the media.

Indicating the Significant growth of the middle class

Increasing Spending Power of the Domestic Market

PART – 2

Now that we have looked into the various characteristics of the adventure travel in India, it will be propitious to look into the various profitability and marketability aspects related to the business of Adventure Travel.

Considering Adventure Travel to be a brand, the marketing mix (given in terms of 4P’s by Philip Kotler) of brand Adventure Travel can be:

Product – Adventure travel should position itself as one of the competitive alternatives when it comes to attracting tourists. Marketing adventure travel needs special focus on influencing the psychology of the perspective customers by influencing them with its core competencies of thrill and adrenaline rush. A synergic attitude between the government agencies and the private parties can take the quality of adventure sports to a world class level and promote a surge of tourists to experience its excitement.

Collaborating with Major media houses to promote Adventure Travel in IndiaPrice – Hotel prices in the U.S start at around $300 (expedia.com) whereas the average rate for a deluxe room in India is around $100 only. Thus if the facilities for adventure sports are produced at a large scale in India its prices will surely be low, due to the low labour cost and manufacturing costs. Within the sector the competitive pricing of the adventure travel will depend on the collaboration between the service providers and the service facilitator. i.e. the parties which are able to provide a complete package to its customers including, travel, accommodation and the adventure activities will be more in demand as their operations cost will be significantly low and at the same time level of convenience very high.

Place – Though we have so far talked about the tourist destinations as being the ideal places for providing this service, it may not be a bad decision to have such activities in the areas in the vicinity of the cities. By providing such services at a relatively approachable distances the rate of new customers coming to experience the new and the talked about activities will be more. And it may also be easier for the working executives to take out some time from their schedule, like an excursion on the weekends. This though will be a completely strategic decision keeping in mind the competitors and the various alternatives in hand. While this strategy may not work in a city like Delhi which has various hill-stations in the vicinity but may work quite well in city like Ahmedabad where the people have a significant spending power and not many similar options either.

Promotion – If adventure travel in India has to be established as a global brand, first the communication needs to go out to the primary audience, i.e. the one billion people of this country. If the government, the media and the trade bodies are able to influence a part of the population, they can spread the word, which in this age of networking will surely spread like fire. Collaborative marketing efforts involving the traders, the media houses, government and a good network of brand ambassadors can provide a structured and a long term approach to brand development of Adventure Travel in India. For e.g. collaborating with the GOI’s Incredible India! Campaign and engaging the famous Hindi movies star Akshay Kumar (who is well known for his action and stunts) will go a long way in establishing a brand image in the minds of the Indian customers.

CASE STUDY
Water Sport & Adventure Tourism at Indira Sagar

Madhya Pradesh has a wide range of adventure sports such as wildlife sanctuaries, mountains, rivers that make MP an exotic place 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 regions such as Indira Sagar water reservoir for tourism. The GoMP has proposed to come-up with the Adventure Tourism Zone at Indira Sagar in Khandwa district.

This Zone would have two phases wherein one phase would be developed near the mentioned reservoir and the second phase would be developed on the island formed near the dam.

The Zone would have various water sports, trekking, mountaineering facilities along with the traditional accommodation facilities.

The project is expected to attract tourists primarily from the State and other parts of the Country.

The proposed location is well connected with the major cities of the State through road and rail.

Private Players have been invited to undertake the proposed project wherein the Private Player would build, own, maintain and operate the project.

PROJECT RATIONALE

The prime reason for increase in demand for adventure sports is the growth youth tourism which has been identified as one of the largest segments of global and domestic tourism. The growing number of young travellers is being fuelled by a number of factors such as increased participation in higher education, falling level of youth unemployment, increased travel budget through parental contribution, quest for exciting and unique experiences and cheaper long distance travel. These young travellers form a major contribute to adventure tourism revenue.

GOVERNMENT SUPPORT

The State Government would assist the private investor in identifying, immediate approval and clearance of the suitable land for the project. Further, the Government would also make basic infrastructure available at the site such as water, electricity, road etc. The State Government has identified adventure/ eco tourism as key segment of tourism and gives some incentives specific to the industry.

This case study gives the clear indication that this is an upcoming area of business and has huge potential and the best way forward is collaborating the 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 tourists attractions.

Opportunities

High growth rate of leisure travel

Rising influence of Indian Middle class

Holidaying becoming a status symbol.

Corporate support to adventure tours and travels

More consumption power.

WEAKNESS

High infrastructural cost.

Low level of marketing

Psychological resistance to adventure sports in Indian mentality.

Lack of collaboration and networking among the existing players.

STRENGTH

Offering something new and exciting to the huge Indian Population.

Success abroad can be emulated domestically by collaboration.

Increasing interest of foreign tourists in India.

High growth 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 rose by 12.7 % during the fiscal year 2008-09.(Reserve Bank of India).

The foreign tourists arrival in India registered a growth of 5.6% during the year 2008.(Ministry of Tourism, Annual Report 2008-09)

Both of the above mentioned statistics indicate an increase in the demand for the adventure travel services. While the domestic travellers will continue to send their ever increasing earnings, the foreign tourists will continue to venture out to the lesser explored countries like India.

Thus, it is now in the hands of the industry players to tap the clear and present opportunity and act proactively with or without the collaboration of the government authorities to gain head on advantage in the upcoming field of business in the tourism industry.

Conclusion

High Price

High Quality

Low Price

Low Quality

As their country’s growth and recent success might suggest, Indian consumers are among the most optimistic. A June 2008 Nielsen Consumer Confidence 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 values should be customized and adapted to Indian culture-not an easy task when dialects change every 100 kilometres and almost

three-quarters of the population lives in hard-to-reach rural areas. Not surprisingly, the companies most likely to succeed with Indian consumers are those with the highest levels of patience, resilience and local understanding.

But this confidence surprisingly not enjoyed by the Adventure Travel service currently available in the tourism market as it is being offered to the customers at a quality which is nowhere close to world class and is relative expensive option for the Indian consumer. The industry needs to collaborate amongst itself and with the

support of the government try providing highly satisfactory Adventure travel to its customers at an affordable price. Only then will it be able to market its product convincingly and effectively to the customers, ensuring a growth oriented sustainable future.

Adventure tourism is an extremely confusing term. The definition of this term varies from person to person, organization to organization. However the nearest definition to what majority would agree is Outdoor activity involving the natural environment where the outcome perceived by the participants is unknown.

World history of Adventure Tourism

It is difficult to trace its origin but first adventure travelers were merchants. To brush up your memories a bit here are a few example; Erickson discovered North America. Columbus discovered America and Vasco Da Gama found out India. But that was when modernization had not been a part of our daily lives.

The adventure travel as we know it today began three and held decades back when people started exploring the Nepalian Himalayan mountain ranges. The wanderers discovered all of this by accident. They traveled to Bhutan, Afganistan, Algeria Bali, Nile and very recently the Alps. In the world people have been going around but in India adventure has developed quiet recently. But the rise has been steady and India is believed to be one among the top ten destinations of the world.

Present Situation

In India tourism is the largest service industry bringing in 6.23% of the national GDP. It brings in 8.78% of the total employment of the country. Each year there is increase in number of tourists visiting India by 5 million mark. Besides foreigners, locals alone count up to 527 million. In US figures Indian tourism industry is a 100 billion dollar affair which is predicted to increase to 275.5 billion by next decade. All the credit can be given The Ministry of Tourism which is the main working institute behind promotion in India. To create interest in tourism, the ministry introduced an ‘Incredible India’ campaign. The punch line of this campaign is ‘Atithi Devo Bhava’ which means guest is our God.

Everything is not as rosy as it looks. India falls behind certain countries it faces serious issues in the face of inadequate number of hotel rooms. Until a year back India only had 25000 tourist hotel rooms. Other reason why tourism lags behind is that getting visa to the country is a complicated process. The Indian airports are crammed and foreigners do not take that fact too well. But despite all of it tourism is only expected to grow in the coming years.

This year saw a considerable decline in International tourism everywhere across the globe. But surprisingly the hospitality business in India was busy and flourishing. This happened as a result of service tax exemption and ending of fringe benefit tax.

This has resulted into luxurious expansive tourist destinations like the Kerala Backwaters or the Golden Triangle Tours to be affordable to foreign tourists. British have gone ahead and voted India as one of the top 10 overseas travel destinations.

Tourists that come to India are mesmerized by what they see here. The rich contrast of culture and varied topography topped with a huge diversification in weather is more than what a stranger in this land can handle. When he lands in a modern airport and when he steps out in the streets to honking horns and crammed streets with beggars on the roads and even cows sharing that space, the contrast mesmerizes. And this contrast is exactly what they come looking for. The colorful culture and vibrant helpful people, the lands, mountains and rivers, the religious places and thousand year old Yog tradition, India goes on attracting.

Major Adventure activities that you can avail here are:

Camel Safari

Thar Desert safari is one of Asia’s most popular adventure holidays. This safari also takes you through camel treks. These include camel treks which pass through the sand dunes of Jaisalmer.

Mountaineering

The Himalayan mountain ranges are the major reason why mountaineering and other related activities are so popular here. The mountains are perfect for rock climbing and rappelling. The gorges and valleys are challenging. People who go mountaineering also try jeep safaris, bike trips as well as biking trips to these high altitudes.

Elephant Safari

The large number of national parks and tiger reserves in India makes elephant safari the most done activity in India. Be it in Jaipur in the Amber fort or seeing the tiger from behind the elephants back, th experience of sitting on this giant animal is one you can never forget.

Scuba Diving

The long coast line of India makes scuba diving a much sought after sport. The marines’ life in the Andaman and Nicobar Island, Lakshadeep and Goa are so rich that one can have a helluva time simple snorkeling.

Skiing

Abundant snow and mountain in the winters make skiing a sport for all age group. Skiing in Alchi or any other cold place is a very obvious activity among tourists.

White Water Rafting in India

The rivers like Ganges, Brahmaputra, Kali and Yamuna are turbulent and offer great opportunities to the tourists to try white water rafting.

As much there is for a person to desire, India goes on quenching the thirst of all the adventure lovers.