Assessment 2: Challenges and Opportunities in Mumbai's Tourism Sector

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MKT01906 International Tourism System
Assessment 2
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Q1. Identify and analyse issues related to tourism and destination development at the
location?
Jones, G. A., &Sanyal, R. 2015. Spectacle and suffering: The Mumbai slum as a worlded
space. Geoforum, 65, 431-439.
This article shows the relationship between spectacle and suffering. The place of Dharavi
represents the art, slum tours and television documentary that give narrative and imaginary of a
slum. The article focus on the representation of poverty that makes attractive to volunteers and
tourist. This paper wants to expand slums imaginary constructed and what knowledge is required
in producing a good result.
Branding
It is always thinking of the tourist basically tourist is one way of the new observer, capable of
concern about slum provided by media and it is always good to understand to the visiting slum
experience by them.
Dharavi is the place in pure Mumbai. A fishing village of Dharavi in the 19th century this was
early 20th century the city grew him noxious and illicit industry were completely separate from
Mumbai. Constraint by flowing tree and only one side of the water and other side rail lines, the
site of 432-acre increase the density of population over 1,200/acre featured by restricted
infrastructure, their house are low quality and engaged in poverty.
There are following challenges faces by Mumbai tourism
 The place of Colaba, Mumbai sees many numbers of people on a daily basis. The tourism of
India not complete without seeing the Gateway of India and the waterfront of Tajmahal. The
authority of BMC, police department and respective MLA and MPs.
 The challenges of the restaurants, bars, and cafes in this area must be opened and proper
arrangement traffic requirement of the business.
 The population of beggars, vagrants and drug paddlers has the multiple effects of the last
year tourist in Colaba, Mumbai.
 The roads are not fully developed, bad roads, poor street lights, give differences in
maintaining tourism.
 There is illegal hawking in the ShahidBhagat Singh road, increase the traffic problems.
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Q2. Identify and analyse negative and positive impacts of tourism activity on the host
community at the location?
Ranga, M., &Pradhan, P. 2014. Does terrorism terrorize tourism: Indian tourism effacing
myths? IJSSTH, 1(5), 26-39.
This article shows the positive and negative impact of the tourism sector. It mainly discusses the
positive impact of the Mumbai sector. It mainly discusses the culture, tourism, educational
tourism, and development the sport tourism. Tourism is the critical source of revenue generation;
therefore it is a major source of economic development. It reflects the problem of the negative
condition exists. It gives the correlation between tourism and terrorism sector. It is also the main
source of foreign exchange earnings.
The positive impact of tourism activity-
Tourism is the major source of the growth of the industry. It is the largest service industry which
contributes the 6.23% of GDP of the nation or contributes 8.78% of aggregate India
employment. The year 2010, 5.78% of total foreign tourist arrived in India, and it gave revenue
to India in the year 2008, i.e. 200 billion US dollars. It is hopeful to grow US$ 375.5 billion in
the year of 2018 at a rate of growth is 9.4% annually. The majority of numbers of outside
country tourist are coming from the UK and the US. In Mumbai there are many heritage places,
beaches, five-star hotels, etc. there are big hotels like Taj hotel, Triton hotel. There are cultural,
and tourism initiative is absolutely taken to improve knowledge of tourism. The tourism industry
has huge relevance with economic development. The tourism industry is providing huge
employment opportunities in the emerging countries and also to enhance foreign funds.
The negative impact of tourism activity-
Terrorism is the biggest threat to tourism. It gives prohibition of growth of tourism. The threat to
the tourism sector has a major effect on the international tour of the country. It gives the effect of
major hurdle in foreign exchange of the country. Tourism is one of the economic pillars of the
economic pillar of the country. Terrorism is one of the factors that influence of negative growth
of the country.
In 2008 the Mumbai terrorist attack on the TAJ hotel was the biggest disaster of the tourism
industry. A lot of loss occurred by this attack; many people got injured and gave the negative
impact of the tourism sector.
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Q3. Identify and discuss policy implications to achieve sustainable tourism outcomes for
the destination?
Rodriguez, I., Williams, A. M., & Hall, C. M. 2014. Tourism innovation policy:
Implementation and outcomes. Annals of Tourism Research, 49, 76-93.
 There are following tourism policies that should be implemented by the Maharashtra
government.
 The tourism department must give focus to the upper level of the market. They should invest
in foreign and domestic tourist.
 Mumbai has diversification of his product ranging from forts, caves, places, hills, unspoiled
beaches. They should highlight the whole project of tourist related.
 The tourism department should have a goal of a fixed percentage of the international tourist
in a year. The strategy of increase tourism through the promotion of heritage places and
hotels.
 The sustainability of tourism would largely depend on a project that can be helpful for
revenue generation and high return of investment.
 The tourism industries basically have the labour-based industry that gives employment to
different people.
 The various tourist facilities such as food, toilets, information, and accommodation should be
developed in Mumbai destinations.
 There should be an approach of rail, air connectivity of tourism places of Maharashtra.
 Development control regulation for important tourism destination.
 The breakfast policies of tourist destinations benefit to the local people and tourists.
 The particular monuments and destination must be identifying for a partnership of public and
privet.
 The Maharashtra government promotes the development of traditional culture of heritage
places. So that foreign customer can understand Indian culture.
 Create and develop awareness about the importance and advantages of tourism.
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Q4. Tourism marketing and consumer behaviour
Hudson, S., &Thal, K. 2013. The impact of social media on the consumer decision process:
Implications for tourism marketing. Journal of Travel & Tourism Marketing, 30(1-2), 156-
160.
The following objective of marketing and consumer behaviour
 Knowledge of marketing of tourism
 Consumer behaviour regarding tourism
 Factors of tourism product
 Develop a structure of internet marketing structure for tourism products.
 Classification of tourists into values and personality
Tourism marketing is the procedure of marketing concept in the tourism and travel sector. The
marketing of tourism would be difficult in the amalgamation of different product in various
industries. The marketers also very wide and analyse consumer preferences.
Tourism marketing can be defined as organized, mixed effort of the bodies, national,
international or local areas to attain growth and satisfaction of the tourists.
The term consumer behaviours basically highlight the taste, nature in regard to analyse and
disposal of product and services to satisfy needs and wants.
Tourism marketing is the largest generator of employment. Tourism proves the world biggest
industry for opportunity and revenue of employment. It is related to the transportation and
communication, entertainment of all Service sectors.
The marketing of tourism basically gives two point-
 Targeting domestic tourist
 Targeting international tourist
Targeting domestic product-
The tourism destination of India first targets to attract Indian tourist. Indian tourist basically
wants to see his tourist destinations. In Mumbai, many people of Mumbai go to the beaches to
relax.
Targeting international tourist-
This is a major source to increase revenue from foreign tourist; they charge money extra in
compare to Indian tourist. It gives source to attain a foreign currency of different countries. A
weekend holiday is a chance for Indians to visit heritages places, hotels in Mumbai. They can
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come with their families. The various consultancy services help to provide marketing of tourist
destinations and product. They can give advertisement and do mouth advertisement to the
people. They should sell a product in relation to consumer preferences in heritage places and
give qualitative food in the hotels. Marketing can be done through the social media plate form.
Give a picture of heritage places in social media sites.
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Q5. corporate social responsibility in the tourism sector
Ferus-Comelo, A. 2014.CSR as corporate self-reporting in India's tourism industry. Social
Responsibility Journal, 10(1), 53-67.
This article helps to identify the corporate social responsibility of Indian industry of tourism.
This basically helps to evaluate the impact of a community of the tourism sector in Mumbai. The
examination of employment and environmental practices in develop the tourism sector. It
basically helps to qualitative research methods including the interview of the community leaders
and employee. They want to use secondary data for company websites and promotional materials
for new touring destinations.
Corporate social responsibility basically limited to corporate self-reporting presents the company
choices, and in some cases, there is a minimum requirement by regulatory bodies. The CSR is
the single way channel to communicate with each other by companies. The CSR principle
includes corporate simplicity, community empowerment, and multi-stakeholder engagement.
It basically promotes the CSR facility in relation to the travel and tourism sector. So they can
increase the brand image of the country. They give the framework of the necessary development
of the tourism sector. They use a methodological approach to develop the tourism industry in
India.
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Q6. Facts and figures for tourism in India
Rao, N., & Suresh, K. T., 2013. Domestic tourism in India. In The Native Tourist (pp. 212-
242).Routledge.
The most travel or tourist places of India are Mumbai. According to world travel and tourism
council, it mainly focuses on the contributions of 5.4% of GDP of India basically focus on the
tourism and travel sector industry by sharing in internal expending, i.e. 35.7%. The tourism
sector of India includes 2.5% of the workforce of the country which they engaged directly.
Tourism and travel industry in Mumbai basically have the job percentage of 7.3 % in comparison
to all jobs. It gives employment of 638,000 people in India. The total number of the international
investor in 2017 were 15, 12, 987 which were foreign spending of the 17.18% and therefore it id
estimates the average foreigner visiting India every year is approximately six million. The
majority arrival of India Bangladesh, united kingdom, united states.
Tourism in India is important for growth and economy. Tamil Nadu, Uttar Pradesh, Maharashtra
are the most popular states in India. Delhi, Mumbai, Agra, Chennai, Jaipur were the very much
number of times visited by the tourists. India is famous for internal tourism. All outsiders'
visitors of India want to make a trip of India memorable. India is famous for many historical
monuments and forts. The historical monuments have their own identity a specific history behind
this. In India, many royal places are now converted in best hotels and resorts.
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