A SWOT ANALYSIS OF RAJASTHAN TOURISM
Transcript of A SWOT ANALYSIS OF RAJASTHAN TOURISM
SAJMR
Spectrum: A Journal of Multidisciplinary Research
Vol.2 Issue 6, June 2013, ISSN 2278-0637
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A SWOT ANALYSIS OF RAJASTHAN TOURISM
DR. ANUKRATI SHARMA*
*Associate Professor,
Faculty of Commerce and Management,
University of Kota, Kota,
Rajasthan, India.
ABSTRACT
Rajasthan is the land of kings and warriors and is famous for its heritage, art, craft and culture.
The state is well known for its hospitality also. Rajasthan is a combination of all the tourism
products. Foreign tourists and domestic tourists both can enjoy whatever they desire and
whatever they expect from a tourist destination. The state represents an unusual diversity in all
its form, be it, people, culture, customs, costumes, cuisines, dialects and music. No other region
in the country assembles the many paradoxes of India, as does the desert land of Rajasthan.
Unexpected forest glens, lakes and temples appear like mirages in the deserts. There is romance
in Rajasthan’s forts and palaces and arts of gallantry retold in ballads and legends. Then there are
sanctuaries sheltering the rich and varied species of flora and fauna. And the shimmering Thar
Desert belt charms with a rare and amazing sight. Rajasthan has everything for every age group
of tourists. The tourist can visit the state with the purpose of knowledge, enjoyment, relaxation,
medical, wedding, adventure, sports, cultural, pilgrimage and now a days with the purpose of
MICE and literacy tourism. The paper is an attempt to find out the satisfaction level of Foreign
and Domestic Tourists who have visited Rajasthan. The paper also focuses on the SWOT of
Rajasthan Tourism.
KEYWORDS: Tourism, Marketing, SWOT, Foreign Tourists, Domestic Tourists.
______________________________________________________________________________
INTRODUCTION
The state of Rajasthan is one of the favorite destinations for the tourists in India, both domestic
and foreign. Rajasthan is famous for its rich culture and tradition, fairs and festivals worldwide.
The different tourist destinations attract the tourists because of various reasons. The mixture of
art, craft, historical monuments, heritage, natural scenes, sports, fairs, festivals, food, and
religion which is so brilliant that no one can avoid the state, from the tourist point of view.
Rajasthan is a state for every age group of tourist and of any background. It has lot many things
to offer to the people who are visiting. The diversity of the different tourist destination of the
same state is the competitive advantage which Rajasthan enjoys. The government and private
sector both are engaged in the development of the tourism industry in the state. The Department
of Tourism is working and making strategies to enhance the potential growth of the industry in
the state. As tourism is one of the fastest moving industries and is generating employment and
monetary gains, Rajasthan is well known on the world map for its tourism products and
hospitality. Rajasthan is a combination of all the tourism products. Foreign tourists and domestic
SAJMR
Spectrum: A Journal of Multidisciplinary Research
Vol.2 Issue 6, June 2013, ISSN 2278-0637
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tourists both can enjoy whatever they desire and expect from tourist destinations. The state
represents an unusual diversity in all its forms, be it people, culture, customs, costumes, cuisines,
dialects and music. No other region in the country assembles the many paradoxes of India, as
does the desert land of Rajasthan. Unexpected forest glens, lakes and temples appear like
mirages in the deserts. There is romance in Rajasthan’s forts and palaces and arts of gallantry
retold in ballads and legends. Then there are sanctuaries sheltering rich and varied species of
flora and fauna. And the shimmering Thar Desert belt charms with a rare and amazing sight.
Rajasthan has everything for every age group of tourists. The tourist can visit the state with the
purpose of knowledge, enjoyment, relaxation, medical, wedding, adventure, sports, cultural,
pilgrimage and now a days with the purpose of MICE and literacy tourism. The research paper is
an attempt to find out the satisfaction level of tourists who are visiting Rajasthan.
REVIEW OF LITERATURE
Literature survey is the most simple and fruitful basis of formulating precisely the research
problems. For this purpose the researcher has to review the works already done by others. Javaid
Akhtar (1988) of Aligarh Muslim University in his study'; "Accounting for the travel agents and
tour operators - An approach to Effective Management", opined that "better co-ordinate
management system will be applicable to tourism industry that will result in overall
improvement in industry". Batra K.L. (1990) in his study on "Tourism in Rajasthan - problems,
potential and future prospect" concluded that there were various snags, impediments and
obstacles in the promotion of tourism in the state of Rajasthan in particular, and India in general.
Some of which were inbuilt in nature and some were created by those who were totally unaware
of the benefits of tourism. He strongly recommends that "tourist activity in Rajasthan must be
taken as a dynamic tool in uplifting the social status of our society. For this, one suggestion can
be given that there should be frequent get-together of our local people with the foreign tourists so
that some of our age old rotten social barriers and orthodox systems can be broken". Pierce
(1996), in his book, viewed tourist destinations from five broad sectors namely attractions,
transportation, accommodation, supporting facilities and infrastructure. He explained that
attractions encourage tourists to visit the location, the transport services enable them to do so, the
accommodation and supporting facilities like (e.g. shops, banks, restaurants, hotels) cater for the
tourists’ well being during their stay and the infrastructure assures the essential functioning of all
the above sectors- Suhita Chopra in ‘Tourism Development in tourism in India’. Ratandeep
Singh (1996) has also thrown light on various issues related to tourism marketing in Dynamics of
Modern Tourism M. M. Anand in Tourism and Hotel Industry in India (1976) has critically
evaluated the tourism industry in India. According to Vellas (2002), tourism is a complex
economic activity which has multiple linkages to a wide range of other economic sectors and
activities, thus having a positive multiplier effect and a potential to act as a catalyst for economic
development. Tourism is viewed increasingly as an essential sector to local, regional and
national reconstruction and development for economies at various scales (Visser and Ferreira,
2011). Tourism has become an important policy tool for development in many parts of the world
and from various vantage points has been shown to have both significant impact and potential to
influence and change the use of existing economic, natural and cultural resources, in addition to
a range of other real and imagined attributes ."
SAJMR
Spectrum: A Journal of Multidisciplinary Research
Vol.2 Issue 6, June 2013, ISSN 2278-0637
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TOURISTS DESTINATIONS OF RAJASTHAN
ALWAR
AJMER PUSHKAR
BIKANER
BUNDI
BHARATPUR
JAIPUR
JAISALMER
JODHPUR
KOTA
MOUNT ABU
RANTHAMBOR
SHEKHWATI
UDAIPUR
NATHDWARA
RANAKPUR
TOURIST ATTRACTIONS IN RAJASTHAN
PALACE ON WHEELS
ROYAL RAJASTHAN ON WHEELS
FAIRS AND FESTIVALS
WILD LIFE
HERITAGE
ADVENTURE AND SPORTS
SHOPPING
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MEDICAL TREATMENTS
GROWTH OF TOURISM IN RAJASTHAN
Tourism is the fastest growing industry in the state of Rajasthan. The industry is moving fast and
generating more avenues for the people residing in the state. The government and the
Department of Tourism are focusing a lot on the innovations and development of the tourism
products. Tourism is a crucial sector for the economy of Rajasthan and can play an important
role in bringing about socio-economic development of the state. Tourism was declared an
industry, in Rajasthan in the year 1989, and ever since Rajasthan has emerged as the top tourism
state of India. Rajasthan Tourism is playing an important role in not only generating foreign
exchange but also in creating opportunities like employment, good infrastructure, developing
hotels, communication links, investment opportunities etc. Except for a sea beach and snow clad
mountains, Rajasthan offers everything to tourists. Some of the tourism products of Rajasthan
have become internationally famous and popular among the tourists. These include palace-on-
wheels, heritage hotels, camel safaris, Pushkar fair, desert festivals and wild life sanctuaries,
national parks etc.
Tourism industry is changing rapidly worldwide and its impact also effects India and also some
of the most important destinations or states of our country. Rajasthan is one of them.
Immediately after independence, tourism was considered useful only for the elite and the
pilgrims, but now its meaning has changed. It is now one of the most important industries of the
state as explained below:
ARRIVAL OF TOURIST IN STATE FROM THE YEAR 2000 TO 2012
S. No. Year Number of Tourist
Changes in % with
Comparison to Last Year
Domestic Foreign Total Domestic Foreign Total
1 2000 7374391 623100 7997491 10.47 10.74 10.48
2 2001 7757217 608283 8365500 5.19 -2.38 4.60
3 2002 8300190 428437 8728627 6.99 -29.57 4.34
4 2003 12545135 628560 13173695 51.14 46.71 50.92
5 2004 16033896 971772 17005668 27.81 54.6 29.09
6 2005 18787298 1131164 19918462 17.17 16.4 17.13
7 2006 23483287 1220164 24703451 25.00 7.87 24.02
8 2007 25920529 1401042 27321571 10.38 14.82 10.60
9 2008 28358918 1477646 29836564 9.41 5.27 9.21
10 2009 25558691 1073414 26632105 -9.87 -27.36 -10.74
11 2010 25543877 1278523 26822400 -0.06 19.11 0.71
12 2011 27137323 1351974 28489297 6.24 5.74 6.21
13 2012 28611831 1451370 30063201 5.43 7.35 5.52
Source: Tourism Annual Report 2012-2013 - Department of Tourism, Rajasthan
SAJMR
Spectrum: A Journal of Multidisciplinary Research
Vol.2 Issue 6, June 2013, ISSN 2278-0637
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COMPARATIVE ANALYSIS OF ARRIVAL OF FOREIGN TOURIST IN STATE ON
MONTHLY BASIS
Year/Mont
h
Foreign Tourist
Arrived in India
Chang
e in %
Foreign Tourist
Arrived in
Rajasthan
Chang
e in %
Sharing
Percentage of
Foreign Tourist
Arrived in India
as per Rajasthan
2011 2012 2011 2012 2011 2012
January 622713 681282 9.41 130183 155156 19.18 20.91 22.77
February 627719 677472 7.93 150419 175574 16.72 23.96 25.92
March 535613 622658 16.25 149676 167896 12.17 27.94 26.96
April 446511 452239 1.28 96331 110921 15.15 21.57 24.53
May 383439 371678 -3.07 50503 52378 3.71 13.17 14.09
June 405464 432128 6.58 47760 43272 -9.4 11.78 10.01
July 475544 524644 10.33 67878 70613 4.03 14.27 13.46
August 428490 455662 6.34 108379 101619 -6.24 25.79 22.3
September 417478 414859 -0.63 83138 85359 2.67 19.91 20.58
October 559641 576382 2.99 143473 141610 -1.3 25.64 24.57
November 669767 689613 2.96 194265 198036 1.94 29 28.72
December 736843 749701 1.75 129969 148936 14.59 17.64 19.87
Total
630922
2
664831
8 5.37
135197
4
145137
0 7.35 21.43 21.83
Source: Tourism Annual Report 2012-2013, Department of Tourism, Rajasthan
DOMESTIC OR INDIAN TOURISTS IN RAJASTHAN
Domestic or Indian tourists move within their own country. For example when a person who is
living in Mumbai, visits Rajasthan for spending holidays or for pleasure or for knowing about the
tradition, culture, art etc. of Rajasthan he is called an Indian tourist.
“The winning of foreign tourist is not the only goal. Development of domestic tourism has
important intrinsic value and in economic terms, can help to build up the infrastructure,
necessary for tourists.”
The people of India are very religious and they want to know more and more about the religion
as well as the history of our glorious past and for this purpose mainly they like to visit Rajasthan.
The second and important reason of the increasing number of domestic tourists in Rajasthan is
the handicraft work, textiles and the delights of this state. For knowing the royal families, about
the life of Raja Maharajas is the third main reason for visiting Rajasthan as it is well known that
Rajasthan is a place of Rajas. It has been famous for its kings and princes and their heroic deeds
and kingly affairs.
Rajasthan’s famous festivals are like Gangaur, Teej, Urs and on these festivals, special
arrangements are made by the government for the foreign as well as for Indian tourists.
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Spectrum: A Journal of Multidisciplinary Research
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Domestic tourism is making rapid inroads and is growing at a faster rate than foreign tourists
arrivals. The growth of domestic tourist has been shown below:
Source: Tourism Annual Report 2012-2013, Department of Tourism, Rajasthan
15
.45
18
.96
26
.65
35
.44
19
.86
15
.92
16
.92
22
.5
63
.32
13
.89
20
.47
16
.74
14
.83
17
.07
23
.18
33
.01
14
.16
20
.94
15
.06
21
.93
63
.21
14
.72
18
.04
15
.22
0
10
20
30
40
50
60
70
Comparative Analysis of Domestic Tourist Monthly Arrival (in lacks)
2012 (286.12)
2011 (271.37)
21.34%
24.90% 35.90%
17.86%
Quarterly Analysis of Domestic and Foreign Tourist Arrival in 2012 Domestic
January-March April-June July-September October-December
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In the Year 2012, if we look at the following graph, we can conclude that every quarter the
percentage of domestic tourists has increased mostly during the months of July – September
2012.
FOREIGN TOURISTS IN RAJASTHAN
Foreign tourists are those who travel outside their own countries. They spend their time to select
tourist places, beautiful sights and attractions of another country that are new to them.
In Rajasthan, there are a number of foreign tourists that come every year. “The tourist comes to
see the glories of the past and to enjoy the beauties of the present”. The more perfectly preserved
the monuments, the more vital the living traditions and the more pristine the natural
environment, the more the tourists, and more the profits. Moreprofits will lead to more local
motivation to preserve the monuments, to keep the traditions alive and to keep the environment
pure. It is a benevolent circle of a process in which both visitors and residents ultimately win.
Because of these reasons no other state is as much famous for the foreign tourists as much as
Rajasthan. Almost one in every three foreignors visiting India, comes to Rajasthan.
“Rajasthan has a rich heritage by way of castles, havelis, palaces, culture and people. Pages of
history come alive on any tour of Rajasthan, pageants, palaces, bastions and forts, festivals and a
celebration of handicrafts. The efforts made by the Rajasthan Tourism Development Corporation
in the past year have started giving dividend and the tourist inflow to the state has been
increasing year after year as evident from the below Table -
Source: Tourism Annual Report 2012-2013, Department of Tourism, Rajasthan
15
5.1
6
17
5.5
7
16
7.9
11
0.9
2
52
.38
43
.27
70
.61
10
1.6
2
85
.36
14
1.6
1
19
8.0
3
14
8.9
4
13
0.1
8
15
0.4
2
14
9.6
8
96
.33
50
.5
47
.76
67
.88
10
8.3
8
83
.14
14
3.4
7 1
94
.26
12
9.9
7
0
50
100
150
200
250
Comparative Analysis of Foreign Tourist Monthly Arrival (in thousands)
2012 (1451.37)
2011 (1351.97)
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Source: Tourism Annual Report 2012-2013, Department of Tourism, Rajasthan
The above graph is showing that the foreign tourists’ arrival has increased mostly in the month of
October and December 2012.
EXCEPTED GROWTH OF DOMESTIC AND FOREIGN TOURISTS IN RAJASTHAN
The rate of growth of domestic tourism is expected to be 7% while that of foreign tourist, it is
likely to be 5% as per the studies conducted by “TCS Projections” up to year 2020 as shown in
Table IV.1:
TABLE – PROJECTED TOURIST GROWTH
Year Domestic Tourist Foreign Tourist Total
2000 6.67 0.56 7.23
2005 10.18 0.75 10.93
2010 14.05 0.96 15.01
2020 27.64 1.57 29.21
Secretary, Tourism, Art & Culture, Year 2000
34.39%
14.20% 17.78%
33.63%
Quarterly Analysis of Domestic and Foreign Tourist Arrival in 2012 Domestic
January-March April-June July-September October-December
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SWOT ANALYIS OF RAJASTHAN TOURISM INDUSRTY
S- STRENGTH
Rajasthan has attractive Tourism products
High and Good Accommodation
Good Transport Services
Good range of Shopping Products
Diversity in the Tourist Destinations
W -WEAKNESSES
Lack of safety and security of tourists
Lack of Tourism Courses and training
Lack of use of different languages in the tourist literature
O - OPPORTUNITY
New Tourism Products and Innovations
Promotion and Marketing Strategy
Eco and Literacy Tourism
Government Support
T - THREATS
Political Instability
Undeveloped Infrastructure
Lack of Public Private Partnership
Although the Department of tourism in Rajasthan makes the following expenditure for the
promotion and marketing of tourism, yet it is not getting enough responses. The following table
is showing the expenditure spent for marketing and promotion of tourism in the state:
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EXPENDITURE SPENT FOR PROMOTION AND MARKETING OF TOURISM
Year
2005-
06
2006-
07
2007-
08
2008-
09
2009-
10
2010-
11
2011-
12
2012-13
(till
December
2012
Amount
1490.5
8
1853.8
2
1719.3
4
1513.6
9
1460.5
5
1905.7
2
1608.7
6 915.99
Source: Tourism Annual Report 2012-2013, Department of Tourism, Rajasthan
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