Vol. 2, Issue 8 (2015)
Relationship Marketing in Indian Tourism Industry-A tourist perception of Hoteliers and Travel agents
Author(s): Everil Fernandes, M Amulya
Abstract: Every day all over the world, innumerable people make their travel plans for a pleasure or business related trip. The trip may be for short or long duration, for the forthcoming weekend, or for a longer holiday sometime during the coming year. Visas are applied for, flights are reserved, accommodation is booked, cars are rented, train tickets are purchased, itineraries are planned and the World Wide Web is surfed for travel-related information and availability of seats. Thousands of people are working round-the-clock to provide these services and interact with the traveller, while another couple of thousands work behind the scenes to help the traveller have a safe and memorable holiday. All these people form a part of one of the largest industry in the world _the tourism industry. A tourist is a temporary visitor to a place, who leaves their usual place of residence and work to have a change from their usual routine for a short time; they may stay at a place atleat lets say for 24 hours. With such a short duration posing to be a challenge to all the service intermediaries rendering tourism service to the tourists, it becomes important for them to deliver the best in whatever ways they can. Service intermediaries must work in total coordination, in perfect and healthy relationship with each other making sure the ultimate service delivery delights the tourist. In this study we would be considering two such intermediaries having direct contact with the tourists, i.e., Travel agency and the Hotels. The tourist’s perception of the travel agents and the hoteliers would be identified bringing to light various factors that are crucial for achieving successful tourism partnerships.