Sky is the limit for marketing services. Almost all the countries of the world, of
late, have been assigning transcendental priority to the development of services
sector. The task of marketers is to make the innovative efforts more and more
competitive which requires world class professionalism and it also needs to fuel the process
of development. The public as well as the private sector, the domestic as well as
the foreign companies, the national as well as the multinationals need to focus on
the services sector.
During the past decade, services have increasingly assumed an important
role in the Indian economy. Hotels are a major service industry in India. Their
significance is undoubted. A number of international hotel chains have come to India,
either independently or with a tie-up with an Indian partner. The Government of
India's tourism department has also realized their importance and started classifying
them on the basis of the standard of their facilities. An effort is also being made
to promote India through its tourist offices all over the world.
In the Indian perspective, we find Seventh Five Year Plan as watershed in
the development of tourism industry. For the first time, the vast potential of tourism
as a foreign exchange earner and generator of employment opportunities
was recognized. Several policy initiatives were taken to develop the tourism sector.
In the development of tourism, the public sector has made a significant
contribution. Of late, the industry is equipped with a reasonable infrastructural base and
is poised for a self-sustained growth. The future growth of tourism is required to
be activated with the support of the private sector. The strategy for the
development of tourism is required to be designed on the basis of low-cost economy,
higher level of productivity, efficiency in the use of infrastructure and sophisticated
tourist facilities. In the Eighth Five Year Plan (1992-97), the special tourism areas
had been selected, and during the Ninth Five Year Plan (1997-2002), we looked
forward to energizing the process of development, but the image problem was found to
be complicating the task of professionals. |