Tourism Development in India and Italy: A Comparative Analysis

The country needs to improve its infrastructure to deliver better services and retain customers. Preventive measures should be taken to maximize the value of tourism. India's potential lies in its architecture and historic monuments, while Italy is famous for its climate, food, attractions, culture, and seaside. To promote tourism, countries can emphasize on cultural and economic policies, improve customer experiences, offer customized experiences, luxury spa sessions, etc. Additionally, food services and cultural values can be used as tools to promote tourism.

TOURIST DESTINATIONS
1

TABLE OF CONTENTS
Introduction......................................................................................................................................3
Task 1...............................................................................................................................................3
1.1 Main tourist destinations and generators of the world..........................................................3
1.2 Analysis of statistic to determine tourist destination trends and prediction of future trends 8
Task 2.............................................................................................................................................11
2.1 Analysis of cultural, social and physical features of worldwide tourist destinations..........11
2.2 Comparison of features of a developing tourist destination and a leading tourist
destination.................................................................................................................................13
Task 3 Understand how the characteristic of destinations affect their appeal to tourists..............14
3.1 Compare the appeal of leading tourist destinations with that of currently developing
tourist destinations....................................................................................................................14
3.2 Evaluate how characteristic of a tourist destination affect its appeal.................................15
Task 4 Understand issues likely to affect the popularity of tourist destinations............................16
4.1 Analyze issues that affect the popularity of tourist destination...........................................16
4.2 Discuss the potential for response tourism to enhance the host community at the
worldwide tourist destination....................................................................................................18
References......................................................................................................................................19
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INTRODUCTION
Tourism currently is the fastest growing industry in the economy which contributes
around 15% to 20% in economic growth and prosperity. A range of tourist destinations have been
mentioned in the present research study for the purpose of showcasing trends prevailing in travel
and tourism sector (Linn, 2008.). Researcher has also discussed several places and destinations
that generate incomes of the world in terms of visitor numbers and income generation
(Henderson, 2013). Furthermore briefly states cultural, social and physical features of the
worldwide tourist destination that appeals tourists the most. Lastly, several issues that affect the
popularity of tourist destination have been discussed and along with that the responses that
destinations gives to protect the effectiveness of tourism are also mentioned.
TASK 1
1.1 Main tourist destinations and generators of the world
Introduction
Each country in world is famous for different cultural and economical aspects. Similarly
in tourism aspects there are two countries which are famous for their tourist destinations. These
countries are England and Spain. There is continuous increase in number of visitors of these
countries. England is famous for its pervasive culture and interesting history (Henry, 2006). In
addition to this, England has unique natural environment which attract millions of tourist to the
country. Spain is popular for its mesmerizing destinations specially in winter. They hold strong
position in global economy for tourism.
Main Body
England
In England there are various popular tourist destinations which have millions of visitors.
List of these destinations is as follows-
Table I: Tourist places in England
(Source: ALVA, 2015)
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Tourist Places in England Number of Visitors
Years 2014 2013 2012
British Museum 6,695,213 6,701,036 5,575,946
The National Gallery 6,416,724 6,031,574 5,163,902
Southbank Centre 6,255,799 - -
Tate Modern 5,785,427 4,884,939 5,318,688
Natural History Museum 5,388,295 5,356,884 5,021,762
Science Museum 3,356,072 3,316,000 2,989,000
V&A South Kensington 3,180,450 3,290,500 3,231,700
Tower of London 3,075,950 2,894,698 2,444,296
Somerset House 2,463,201 2,398,066 -
The Library of Birmingham 2,414,860 1,152,556 -
In this table destination is ranked in accordance with the number of visitors. In these
tourist destinations some are on top while some are on bottom due to certain aspects
(Jayawardena, 2013). Tourism in England is continuously growing. It is generating £106 billion
per year. In addition to this it provide employment to more than two million people and further it
supports thousands of business. Description of these reasons is enumerated below-
Top places
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British Museum, The National Gallery and Southbank Center is famous for historical
aspects. Due to dedicated human history British Museum is always popular place for visit.
National Gallery is famous because it has glorious evidence of pre-war history (Jayawardena,
2013). Further, its royal collection is also commendable for viewers.
Bottom Places
Tower of London, Somerset House and The Library of Birmingham is on bottom of list
due to less popularity between tourist. It is because less promotional activities and development
of these places (Mehmetoglu, 2004). Regulatory authorities are focused only on popular
destinations which reduces visitors of these places.
Spain
In Spain there are various tourism destinations which is popular in the world. List of
these destinations is as follows-
Table II: Tourists places in Spain
(Source: ALVA, 2015)
Tourist Destination Number of visitors
Alhambra 2400000
A Merida Roman Theatre 2100000
Belchite 1900000
Baelo Claudia 1530000
El Escariol 1450000
Monasterio de Piedra 1400000
These places are famous for sustainability and unique environment (Henry, 2006).
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Top places
In Spain top tourist destination is Alhambra, A Merida Roman Theatre and Belchite.
These destinations are have highest tourists which can be noticed through following graph-
Bottom Places
Bottom three places are Baelo Claudia, El Escariol and Monasterio de Piedra. This is
shown in below graph-
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Conclusion
In accordance with the above description it can be concluded that England and Spain both
are famous for their tourist attractions. Both the countries are required to promote these
destinations in an effective manner to enhance their visitors (Pawitra, 2003). In this manner they
will be able to enhance their profitability and revenue from tourism sector.
1.2 Analysis of statistic to determine tourist destination trends and prediction of future trends
Introduction
In accordance to above task it has been noticed that England and Spain is leading
countries in tourism sector which attracts tourist from entire world. For prediction of future
tourism trend it is important to understand existing tourist trend in a proper manner. In
accordance with the market research, it can be said that there is continuous increase in tourist of
England (Voxted, 2011). Similar trend can also be noticed in Spain. As per the
Data.worldbank.org, every year there is increase of 7% in tourists of country.
Main Body
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Number of visitors
Factors/Year
England
2011 2012 2013 2014
Number of
Visitors (Million)
(€)
26753 26802 28522 32400
Income
Generated
(millions) (€)
1565.7 1626.2 1865.4 2545.8
Table III: Number of visitors in England
In accordance with this graph it can be noticed that there is continuous increase in visitors
and income generation in tourism industry. This aspect depicts that industry has various growing
opportunities that can enhance its profitability tremendously.
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2011 2012 2013 2014
0
5000
10000
15000
20000
25000
30000
35000
26753 26802 28522
32400
1565.7 1626.2 1865.4 2545.8
Number of Visitors (Million) (€)
Linear (Number of Visitors (Mil-
lion) (€))
Income Generated (millions)
(€)
Linear (Income Generated (mil-
lions) (€))
Illustration 1: Trend of number of visitors and income generated in England

(Source: Data.worldbank.org, 2015)
Factors/Year
Spain
2011 2012 2013 2014
Number of Visitors (Million)
(€) 56177 57464 60661 64900
Income Generated (millions)
(€) 6764.4 6325.3 6760.8 34500
Table IV: Number of visitors in Spain
Trend of number of visitors and income generated in Spain shows that company is
growing at increasing trend. In addition to this, tourism industry is spain is able to generate high
revenue in comparison to England.
(Source: Data.worldbank.org, 2015)
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2011 2012 2013 2014
0
10000
20000
30000
40000
50000
60000
70000
56177 57464 60661
64900
6764.4 6325.3 6760.8
34500
Number of Visitors (Million) (€)
Linear (Number of Visitors (Mil-
lion) (€))
Income Generated (millions)
(€)
Linear (Income Generated (mil-
lions) (€))
Illustration 2: Trend of number of visitors and income generated in Spain

In accordance with the above table it can be said that both the countries are having increasing
growth in tourism (Griffin, 2002). However, Spain is performing well in comparison to England
because government is continuously making improvement in their strategies for effective
promotion of destination.
In terms of incomer performance of Spain is comparatively better than England. Reason
of lower income of Spain is huge difference between number of visitors of both the countries. In
accordance with this figure it can be concluded that most of the visitors select Spain because it is
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Illustration 3: Number of Tourists
(Source: Data.worldbank.org, 2015)
Illustration 4: Income Generation
(Source: Data.worldbank.org, 2015)

comparatively cheaper and attractive.
Top and bottom destination in England
In accordance with the above graph it can be said that British Museum has highest
visitors because it is attractive for all age groups. Similarly, The national gallery has great
collection of rare paintings which attracts art lovers different countries. Southbank centre is
slowly becoming a center of attraction due to rare art facts (Bunja, 2003). Tower of London,
Somerset House and The Library of Birmingham is on bottom of list due to less popularity
between tourist. It is because it only attracts history lovers. Future tourism in England has great
scope because it is continuously developing. However, they are required to focus on pricing
strategies for high earnings (Cheung, 2001).
Top and bottom destination in Spain
In accordance with the above facts it can be said that Alhambra, A Merida Roman Theatre
and Belchite is leading destinations in Spain due to sustainable tourism which is developed by
government. Bottom three places is Spain is Baelo Claudia, El Escariol and Monasterio de Piedra
due to inappropriate facilities (Griffin, 2002). Growth in future will be reduced if proper
developing strategies are not formed by government.
Conclusion
As per this part, it can be articulated that visitors of Spain is higher in comparison to
England. It is due to cheap tourism in Spain. Regulatory authorities are required to form effective
policies to increase visitors of the country.
TASK 2
2.1 Analysis of cultural, social and physical features of worldwide tourist destinations
Introduction
Selection of tourist destination is affected by various cultural, social and physical
features. Physical features can be defined as aspects that can be touched or feel by tourists.
Mainly in these features geographical aspects such as monument, rock or building is covered. In
cultural aspects, intangible things are covered which affect mentality of individual (Jayawardena,
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2013). Social features are related to the environment of host country. In this task description will
be provided regarding these features along with their impact-
Main Body
Romania
Physical Features
1. There are several monuments and historical places such as Alba Iulia Fortress, Bucharest
Tomb, Bran Castl etc.
2. Romania is also famous for its castles and monuments. Therefore, lots of people visit
these castles to explore the beauty and cultural history of the place.
3. The natural resource and environment of Romania also plays very important role in
attracting tourism from all across the world. Further There are various national parks
which offers eco tourism, mountaining and hiking etc.
4. Romania also has many popular beeches such as Corbu, Constanat, Vama Veche, Sulina,
Neptune etc. People visit these beeches to have fun and relax.
Social Features
1. Majority of the people are very friendly and supportive in the country. A warm and
healthy welcome of tourist is done by the people of country.
2. The entire population of Romania consists of people which are Romanians, Hungarian
and of Roma. This means that the society is a mixture of different culture and values
which attracts people.
3. There are many local communities which has been developed and their duty is to make te
visit of people in Romania more convenient and memorable.
4. The government is very supportive and events are being organized at regular intervals in
order to make people aware about the tourism in Romania.
5. Societies have also started promoting tourism as it results in development of
infrastructure and other facilities which are very beneficial of the development of the
people living in society.
Cultural Feature
1. The culture of Romania is very rich and diversified which attracts people from all acorss
the world.
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2. Music, choreography, gesture and mimic are very important part of Romania's culture.
3. Wines and food are almost there is every occasion and festival.
4. The country is also famous for its customs and tradition.
United Kingdom
Physical Features
 There are various historical places in UK such as Kensington Palace and Stonehenge.
 UK is famous of their monuments and heritage. Due to this aspect, various tourist visits
UK spending their holidays.
 Natural environment of UK also attracts tourist for leisure visit such as Woolacombe
beach.
Social Features
 Local community is making good arrangements for the tourist to enhance their
convenience and to reduce their issues.
 Central and state govrnment authorities promotes tourism in UK by making reduction in
fares and making policy tourism policies more linient.
Cultural Feature
UK has rich British history which enhances curiosity of tourist and consequently they are
interested to visit the country. In UK there are various museums, monuments and historical
places which is visited by millions of tourists every year (Ricard, 2014).
2.2 Comparison of features of a developing tourist destination and a leading tourist destination
Introduction
Leading tourist destination is considered as the place that has the potential to deliver wide
range of innovative and different services to the customers as per their needs and preferences. On
the contrary, developing nation is the one that still manages growth and prosperity from its
overall operations and functions.
Main body
Similar features of USA and Egypt:
 Both the countries are populous due to valuable travel and tourism services and both
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provides luxury services to the customers (Okumus, 2010).
 People usually love to travel for the country that covers all types of service provisions
such as travel and tourism, luxury amenities and hospitality services. Both the countries
have been providing same sort of services which helps the customers to derive complete
package of services.
 The economic condition of both the countries have been stable and assisting the
customers to derive services from wide range of aspects (Ford, 2014). Both the countries are also populous in terms of stating brief information about the
historical aspects of ancient monuments.
Dissimilar features of USA and Egypt:
 Changes could be seen in transportation and others aspects as USA is extremely cost
effective country that changes people's purchase decisions (Ricard, 2014).
 On the other hand, chances of corruption seem in Egypt; however it does not exist in
USA from any ground.
 Infrastructure and other facilities are more effective in USA as compared to Egypt.
Egypt is a populous destination for tourism and it is also the fifth largest country in the
world. Egypt is getting popular due to the ancient Egyptian temples at Karnak and Luxor
(Najeeb, 2013). There are various sites that adds cultural depth to Egypt where in people no
longer pray to the sun god Ra; on the other hand, in Egypt Siwa and other deserts oases gives an
escape from the rush of urban life. Tourism is one of the most important parts of Egypt's
economy and at its peak in 2010, the sector employed around 12% of the workforce. Tourism in
USA is a large industry as that serves millions international and domestic tourists yearly
(Henderson, 2013). The tourism of USA is well established both as a cultural activity and as an
industry. New York, Chicago, Boston, Philadelphia, Washington, D.C., and San Francisco all
major US cities, attracted a large number of tourists by the 1890s.
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TASK 3 UNDERSTAND HOW THE CHARACTERISTIC OF DESTINATIONS AFFECT
THEIR APPEAL TO TOURISTS
3.1 Compare the appeal of leading tourist destinations with that of currently developing tourist
destinations
Introduction
There are a range of factors explored which appeals the customers towards travel and
tourism and which also affects their interest level. At the same time, this can even change the
ratio of tourism growth and prosperity (Garcia, 2006). In order to persuade tourists from several
grounds, it is crucial for the regulatory bodies to consider those aspects that enhances or affects
the value of tourism. It is being observed that government of UK manages their duties and
responsibilities as per the aspects that attracts customers from several grounds.
Main body
Positive features of Turkey and Thailand
Tourism in Turkey is focused mainly on a variety of hysterical sites and seaside resorts
and seas. In last recent years, Turkey has been becoming popular destination due to its emphasis
on cultural aspects, spa and health care tourism. The country is extremely focused towards health
care tourism in which it attracts almost 31.5 million foreign tourists from all the countries in the
world (Isekeije, 2010). In regards to this, it has been observed that Turkish government has
announced that it will build the world's largest airport in Istanbul so as to manage tourism
attraction from wider extent. The operation has invested 7 billion euros so as to complete the
projects on specific time limit. At the same time, it has been observed that the country is also
raising tourism of Istanbul due to thousands of hotels and other tourist oriented industries in the
city (Najeeb, 2013). Istanbul is Turkey's largest city and has a number of attractions derived from
its historical status. The major places included in the list are Sultan Ahmed Mosque, Topkapi
Palace and Hagia Sophia. The specific tourism destination provides valuable approach to the
customers and as a result, they can get better services as compared to other destinations. Major
number of people involved in the Turkey tourism is from Muslim community as the place serves
historical and ancient history about the culture. In terms of luxury services, people are provided
with all ranged services in different shopping malls and centers. This helps them to derive rich
experience from travel and tourism area (Taylor, 2010).
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On the other hand, tourism of Thailand if popular due to the affordable tourism. People
need not to spend much resources in traveling and relaxation aspects since the activities are
entirely embodied with customer convenience (Taylor, 2010.). Tourism of Thailand is basically
targeted towards price conscious people; hence demand increases from those people on several
occasions. Customers are also treated effectually so that they can retain their interest in the
country's tourism.
Positive features of Turkey and Thailand
Apart from the positive aspects, there are several pessimistic facets also which affects
tourism of Turkey and Thailand likewise- changing economic conditions of the country, social
beliefs and cultural issues. Since people living in Turkey are highly emphasized towards cultural
beliefs which does not allows women and girls to visit different places without “Burkhas”. This
happens due to their traditional beliefs and customs (Najeeb, 2013). On the contrary, economic
condition of Thailand has been changing rapidly which greatly impacts sustainable tourism and
at the same time, this affects the purchasing power of customers. The acts of terrorism is also
increasing in Turkey which depicts risk associated tourism for the people; therefore this leads
them to change their preferences according to the country specific conditions.
Conclusion
Summing up the researches, it can be articulated that both the destinations Turkey and
Thailand focuses on different aspects of tourism for improving its efficacy factor and also for
appealing more and more customers (Isekeije, 2010).
3.2 Evaluate how characteristic of a tourist destination affect its appeal
Introduction
Characteristic of a destination is the actual combination of the country's specific aspects
likewise culture, free entrance for tourist attractions, infrastructure and etc (Bunja, 2003). These
are those facets that changes the mindset of customers and on such basis, they prefer to derive
services from varied nations.
Main body
Turkey
The main aspect of tourism of Turkey that attracts customers is the historical aspects that
helps people to derive information about cultural and social facets. The country is populous since
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that provides peace and beautiful view across different places (Garcia, 2006). There are so many
beaches and coastal areas in Turkey that attracts people and they also facilitate word of mouth
publicity for such place. This not only encourages tourism of such place but also it helps people
to get more information about the respective places. Lots of cultural attractions elsewhere in the
country include the sites of Ephesus, Troy, Pergamon, House of the Virgin Mary, Pamukkale,
Hierapolis, Trabzon (Ricard, 2014). It has been observed that Diyarbakır is termed as one of the
important historic city of Turkey; however the effectiveness of tourism is on a relatively small
level due to waning armed conflicts (Tan, 2005).
Thailand
In the specific tourism destination, the economic stability increases since travel and
tourism is the only sector that helps the country to enhance the ratio of growth and success. At
the same time, in the year 2013, it is estimated that tourism of Thailand directly contributes 9%
to country's GDP (Ford, 2014). This helps the specific destinations and hotels to serve better
services to the customers and at the same time, it also aids in promoting the services of travel and
tourism. Among the reasons for the increase in tourism in the 1960s were the stable political
atmosphere and the development of Bangkok as a crossroads of international air transport
(Okumus, 2010). The hotel and retail industry both have been expanding rapidly their services
due to tourist demand.
Conclusion
Articulating the research, it can be said that both the tourist destinations are populous for
different reasons; however both requires several types of innovations service delivery so as to
retain the potential end users.
On the basis of discussion made in the above section, tourism of Thailand is populous
enough to promote different places of the country among the public. Amazing Thailand is the
slogan through which tourism of the country is promoted and this chiefly appeals public to visit
the place. Most of the Chinese tourists have been visiting the country due to the cultural etiquette
manuals the country promotes to the visitors. From the past decades, domestic tourism has also
grown significantly and it has also generated huge revenue from the same aspect (Taylor, 2010).
Asian tourists primarily visit Thailand and Bangkok due to historical, natural and cultural sights
in its vicinity. Thus, from the discussion, factors that appeal visitors towards tourism of Thailand
are evident. On the other hand, the tourism ratio of Turkey is also increasing because Muslims
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especially visit the country due to cultural events and museums. Beaches of Turkey are
particularly those places that appeals customers to visit the place. Wide range of people have
been coming the place because of the cultural attractions.
TASK 4 UNDERSTAND ISSUES LIKELY TO AFFECT THE POPULARITY OF TOURIST
DESTINATIONS
4.1 Analyze issues that affect the popularity of tourist destination
Introduction
Tourism industry is highly associated with several issues and constraints which affect the
popularity of different places and destinations. As apparent, any destination can appeal large pool
of customers if it is able to manage innovative service provisions for the customers. Generally
cultural and social beliefs of people change their preferences and as a result they switch to
different services (Murphy, 2004). In the present case, tourism of Italy has been taken into
account which beguiles people from the artifacts and rich heritage. People mainly visit Italy for
its rich art cuisine, history, fashion and culture. The destination is populous due to the beautiful
coastline and beaches which helps the travelers to take glimpse about priceless ancient
monuments (Mohanty, 2008). Furthermore, India is also considered in the present study since
the country is also popular from the tourism point of view.
Main body
Italy
People have visited Italy for centuries which help the destination to flourish chiefly in
travel and tourism sector. From past many years, the ratio of tourism in Italy is increasing due to
its rich heritage and ancient monuments. The destination is also popular since it provides
multiple cuisines to the travelers and other amenities are also effectual for appealing customers
of several grounds (Kotler, 2010). Hotels and restaurants in the specific place are entirely
embodied with quality aspects and the way they deliver different services also assists them to
manage effectiveness in traveling sector. The destination is eco- friendly and people are not even
allowed to impede the beauty of the place from any action. However on the other hand, people
living in Italy are extremely cautious about social, cultural and religious prospects which lead the
travelers to experience issues related to the same. In many cases, it has been observed that
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unethical and illegal practices happens more at the destination which leads the travelers to get
engaged in unethical aspects (Tan, 2005). The ratio of crime is also increasing in Italy from last
many years which further affect the popularity of the destination and as a consequence, people
change their preference for traveling. Another factor which affects tourism of Italy is high
transportation cost which is not usual to afford for price conscious people.
India
The tourism of India is economically significant and growing at a faster rate. It has been
observed that, the country has a range of tourist destinations that helps India to come in limelight
especially in travel and tourism sector (Tan, 2005). This indeed gives India the third rank among
the countries with the fastest growing tourism industries over the next decade. The Travel &
Tourism Competitiveness Report 2013 ranks India 65th out of 144 countries overall. The country
is getting huge attention from the travelers due to price factor as many researches has stated that,
India has good air transport which reasonably attracts customers to stay back in the country for
longer time period (Kotler, 2010). On the contrary, the country is facing many issues related to
unethical problems and technological development. It has been seen that the country lacks in
technological development and which further affects the effectiveness of tourism service
provision. Another issue which is impacting the service efficiency of India is lack of better
infrastructure facilities which sometimes changes the mindset of customers also.
Conclusion
From the entire discussion, it can be said that both the tourist destinations have been
making various alterations so as to appeal large pool of customers from several grounds. In order
to reduce the impacts of issues, India and Italy both needs to undertake several efforts
accordingly.
4.2 Discuss the potential for response tourism to enhance the host community at the worldwide
tourist destination
Introduction
Tourism of Italy and India both are renowned to people and both depicts an optimistic
image of travel and tourism services. This makes the country better in terms of developed
location for persuading travelers. Both the countries are able to survive in competent market
places due to wide range of service provisions engaged in the sector.
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Main body
Potentials for responsible tourism in Italy
 The tourist destination is getting attention from the customers and travelers since it is rich
is heritage property and also for the ancient monuments (Mohanty, 2008). Italy has been
serving valuable and efficient services to the customers categorized from food to other
amenities which helps in retaining end users from several dimensions.
 Also due to high transportation costs and expenses, the specific destination invites only
limited people for migration and as a result, it aids in minimizing the collaborative issues. The ratio of population is also increasing in the tourist destination which helps in
promoting sustainable tourism (Kotler, 2010).
Potentials for responsible tourism in India:
 India is such a place where issues related to unethical work practices and corruption has
been increasing at a faster rate which further also impedes the value of tourism industry
(Murphy, 2004). However establishment of several laws and regulations could help the
country to promote tourism.
 The country needs to pay emphasis on improving infrastructure aspects so that better
services can be delivered to the potential customers and similarly this is also useful in
terms of customer retention.
 The country should make preventive measures for maximizing the value of tourism
(Okumus, 2010).
Tourism in India is renowned and there are a lot of factors that appeals the visitors to visit
the country; however in order to improve the tourism of India, chief concern should be given
towards cultural and economic policies. One of the biggest charms of Indian tourism is its
architecture and wealth of historic monuments. Thus, the potential of Indian tourism can be
increased by building good roads and approach points to a certain tourist destination. Packaged
train travel, easy bus connections and safe car hire services with knowledgeable personnel should
be there as that combines with great freeways and highways for better tourist experience. India is
currently in a position where it can make a cash cow out of selling customized experiences,
luxury spa sessions and etc; thus development or improvements should be made accordingly. On
the other side Italy is famous for its climate, great food, attractions, culture and plenty of seaside;
therefore several changes should be made in the tourism of Italy so that to augment its potential
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to persuade more customers. Food services as well as cultural values of Italy can be taken as a
tool to promote the tourism of Italy.
Conclusion
From the entire discussion, it can be said that all the tourist destinations have been
emphasizing on different aspects and provisions so as to promote the value of tourism among
potential customers.
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