SWOT Analysis & Basis of Segmentation of Tourism Industry

SWOT Analysis.

Strengths

India’s geographical location, a culmination of deserts, forests, mountains, and beaches.

A wealth of archeological sites and historical monuments.

Manpower costs in the Indian hotel industry are one of the lowest in the world. This provides better margins for the industry.

Weaknesses

Lack of adequate infrastructure. The airlines in India, for example, are inefficient and do not provide basic facilities at airports. The road condition in India is very bad.

No proper marketing of India’s tourism abroad. Foreigners still think of India is one of poverty, superstition, and diseases. The case of plague in Surat in 1994 led to decrease of 36% in arrival of foreign tourists in India.

Opportunities

More proactive role from the government of India in terms of framing policies.

Allowing entry of more multinational companies into the country giving us a global perspective.

Growth of domestic tourism. The advantage here is that domestic tourism and international tourism can be segregated easily owing to the different in the period of holidays.

Threats

Political turbulence within India in Kashmir and Gujarat has also reduced tourist traffic.

Aggressive strategies adopted by other countries like Australia, Singapore in promoting tourism.

Basis of Segmentation.

1. Holiday: Mass market, Individual market, and Popular market.
2. Demand: Primary, Secondary, and Opportunity.
3. Geography: International, according to regions, etc.
4. Psychology: Lifestyle, Personal motive, and Knowledge.
5. Demography: Age, Sex, and religion.
6. Socioeconomic: Rich, poor, rural, urban, literate, illiterate.
7. Purpose: Business travel, Cultural Tourism, and common interest convention.
8. Age: Teens, kids, youth and senior citizen.

Popularity: 5% [?]

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1. SWOT Analysis of Radio Industry
2. SWOT & Concept: Retail Industry
3. Retail Industry: Big Bazaar
4. Knowledge Process Outsourcing

Tags: Industry, Opportunities, Segmentation, Strength, SWOT, Threats, Tourism, Weakness