Rajasthan
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DR.RADHA KRISHNA
CONTENTS
S. No.
Page No.
INTRODUCTION
ABOUT RAJASTHAN
PRESENT TOURISM POLICY
MARKETING ENVIRONMENT
SEGMENTING, TARGETING, POSITIONING
COMPETITIORS
INTRODUCTON
“The good and the bad, the beautiful and the ugly, the awesome and the not so great, we show you India in its entirety” Ð- INCREDIBLE INDIA!
India or better known as BHARAT in the common language of the people living here is one of the hottest and happening tourist destination. Today, India is blended with the rich culture of social values and entrepreneurial platform, which only few countries on the earth embrace diversity as passionately as India. India, it is said, is not a country but continent. From north to south and east to west, the people are different, the language are different, the custom are different, the country is different but every zone slogan is one Ð-
` Athithi Devo Bbhawa ` means ` Guest is God ` .This type of hospitality is found nowhere in the world except in the one and only place on earth and that of course is India.
The tourist hotspots in India are being visited not only by the foreign tourists but the non – resident Indians as well. India has not only seen the rapid increase in the chartered flights from the countries like France, Germany but countries like Russia also. The foreign tourist arrivals has increased by 17% in year 2006-2007 as compared to the data in 2005-2006.The main reason for that is India is becoming a destination for the marriages of the celebrities of the world fame. Also the other reason which we can cite is the Tsunami. Before the Tsunami people prefer to go to the islands like Indonesia, Thailand and South Asian countries. But after Tsunami, people have again started visiting India in lieu of fear of the Tsunami in those countries. Even though people had started coming to India for tourism purpose, but they still had a fear for a disturbed ocean activities and adjoining coastline. At the same time, J&K was also affected by the Terrorism, while frequent landslides in Himachal Pradesh created the fear in the minds of people. Hence the preferred destination was obviously Rajasthan and this led to the growth of increased Tourist visit in Rajasthan. But, of lately it has been observed that Rajasthan is facing stiff competition in this industry from Kerala, Goa, J&K and Himachal Pradesh.
ABOUT RAJASTHAN
Rajasthan happens to be the largest state of India with an area of 3.42 lac square kms. Rajasthan is the land of desert, the land of palaces, colorful people, and the home of warriors. The name itself speaks, when broken up as per the colloquial language Ð- ÐRaj and Ðsthan meaning the Land of Kings. Immensely rich in culture, history and natural beauty it attracts tourists from all parts of the world. Its a land of contrast with desert and lakes, gardens and hilly regions which are a pleasure to the eye. Each city of this magnificent state has still kept alive its rich and vibrant culture which are echoed by the colorful and lively people, festivals and dance and music and the bazaars that are held in the city, also its past glory is experienced through the impressive forts and palaces. Majestic palaces and rugged forts, spectacular deserts, wooded hills and tranquil lakes, bustling towns and quiet villages, amazing flora and fauna and of course, the colorful and vibrant people of Rajasthan form an intricate tapestry of mysticism, grandeur and rusticity.
Apart from this the state has many beautiful temples and monuments, and also some of the finest parks and sanctuaries are located here. It is a Shopper and Gourmet paradise with lovely and ethnic handicrafts and mouth watering delicacies it has to offer. The setting sun showers a golden light upon the fine sands of the desert. And this is about time when Rajasthani folklore is out to captivate the tourists attention with some gorgeous traditional wear accompanied by soul stirring Maand or the like (variety of ragas in the Rajasthani music).The rich cultured and colorful Rajasthan has to offer a lively atmosphere to the tourist. The Palace on Wheels is an example of the best luxury trains in the world. The comfort, the cuisine, the charm of the land when all of these ingredients are put together, it creates an enriching experience. The ÐHeritage on Wheels, ÐRoyal Orient and the ÐFairy Queen, the oldest running steam locomotive of the world are the other examples of the trains that are out there to provide a once in a lifetime experience.
The availability of the royal treatment to the tourist in the royal Rajasthan continues in the heritage hotels. The splendid structure of the palaces, the history of the havelis, the inimitable experience and the incomparable comfort of the heritage hotels can be enjoyed at several places in Rajasthan.
PRESENT TOURISM POLICY
The New State Policy was released on 29 September 2001 to evolve a practical approach to ensure best utilization and allocation of rich and vast tourism resources of the Rajasthan to generate employment specially in rural areas, to develop a ready market for varied handicrafts, to preserve varied bio-diversity, natural, historical, cultural and heritage of the state by scientific methods and to accelerate contribution in socio-economic development of the State. Different segments covered and revised under the category of tourism policy are given as follows-
1. FAIRS- FESTIVALS AND CULTURAL PROGRAMS Ð- Tourism Department organizes the different fairs and cultural programs of world fame to attract the tourists to promote the prosperous and cultural heritage of state. For example, Maru Utsav conducted in Jaisalmer every year around mid February attracts many foreign and domestic tourists. Besides these, Elephant Fair and Animal Fair also attract the many visitors.
2. TOURISM PUBLICITY- PROMOTION AND MARKETING- In order to facilitate the proper flow of information about the tourist places, department annually publishes brochures, folder, booklets posters etc of tourist places. The literature published is being distributed