Travel Trails Event Doc

8/4/2019 Travel Trails Event Doc

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Rules & Regulations

Event Details

The event will be held in 3 Phases

Phase 1 will invite proposals for the given case problem from teams

Phase 2: 12 teams will be shortlisted for execution of proposal and completion of

deliverables

Phase 3: 6 teams will be shortlisted for final presentations of deliverables

Cash prize of `30,000 will be awarded to the winning team and `20,000 to

the runners-up team

All queries may be addressed to [email protected] or the numbers

mentioned in the Contact Us section

Participation & Registration Guidelines

Participation is open to all b-school students across India

Participating teams must consist of 2 members from the same institute

There is no limit on the number of teams registering from each institute

An individual can be part of one team only

Teams are required to register for Travel Trails at register.iimlmanfest.com

Registration for the event will start on December 20, 2010 and will be opentill 23:59 hours, December 26, 2010
mailto:[email protected]://register.iimlmanfest.com/http://register.iimlmanfest.com/mailto:[email protected]


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Phase I Submission

Phase I consists of submission of a research proposal for the first objective in

the case statement

The proposal must consist of exploratory research & initial insights followed

by methodology to validate hypotheses. The emphasis will be on key insights

gained in your exploratory research

The proposal must be in a .ppt/.pptx format. The proposal must consist of

exactly 10 slides including the cover page and the appendices.

The research proposal must be mailed to [email protected] by

23:59 hours, December 26, 2010.

Presentations must be named as

__.ppt/pptx. For example, team

Halo from IIM Lucknow must name its presentation as Halo_IIML_1.ppt/pptx All participating teams must register at register.iimlmanfest.com by 23:59

hours, December 26, 2010. Teams submitting entries without registration will

not be considered for evaluation

Entries received after the deadline will not be considered for evaluation

Phase II and Final Presentations

12 teams will be shortlisted for phase II on the basis of the Phase I

submissions.

Shortlisted teams will be expected to complete the objectives in the case

6 teams will be shortlisted on the basis of Phase II submissions

Phase II submission formats will be intimated at a later stage
mailto:[email protected]://register.iimlmanfest.com/http://register.iimlmanfest.com/mailto:[email protected]


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Project Background

Agra is one of Indias, and indeed, the worlds most popular tourist spots. It

achieved prominence as the capital of the Mughal Empire, and reknown as a

showcase of Mughal architecture, with the Taj Mahal, Fatehpur Sikri and the Agra

Fort being the most notable. All three have been designated as UNESCO World

Heritage Sites.

As a tourist hotbed, some of the most famous destinations in Agra are:

The Taj Mahal: Built as the mausoleum for Shah Jahans favourite wife, Mumtaz

Mahal, it is one of the New Seven Wonders of the world. Completed in 1653, it

took 22 years and 20,000 workers, masons and jewellers to build, headed by the

Persian architect, Ustad Isa. It has now become one of the most popular tourist

destinations worldwide.

Agra Fort: This fort, made out of red sandstone, was commissioned for renovation

by Akbar in 1565. It was first built before 1000 A.D. Notable buildings include the

Diwan-e-Khas, the Diwan-e-Am, the Pearl Mosque, Jahangirs Palace and the Shish

Mahal. The fort is now one of the three UNESCO World Heritage Sites.

Fatehpur Sikri: Akbar built Fatehpur Sikri as his capital. However, shortage of foodand water convinced him to relocate to Agra, about 35 Km away. Buland Darwaza,

built in 1601 by Akbar, to commemorate his victory over Gujarat, is one of the

prime attractions.


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Akbars Tomb: Sikandra, Akbars Tomb, is the last resting place of Akbar. Planned

and built by Akbar, as a Turkish custom, it was finally completed by Jahangir in

1613. The features of the tomb are a reflection of Akbars personality and are

another great attraction to tourists.

That, as a tourist destination, Agra is one of the most famous places of cultural

note in the world, is unrivalled. However, several problems have contributed totourism in Agra growing only slowly. Moreover, tourists prefer to visit the place for

less than a day, as a transit point. Agra serves as one destination in a multi-

destination rather than the primary destination. As a stayover destination, Agra

loses out to other destinations such as Jaipur, Mathura, etc. The percentage of

tourists staying for more than a day with respect to the total number of tourists in

Agra was a mere 16.58% in 2010.

Objective

UP Tourism, the government body in charge of tourism in the state, wondered why

this was so. Some of the aspects of a study conducted previously on classification

of tourists have been given. Your task is to:

1. Understand why Agra is not a preferred destination (as against a transit point)

across tourist segments. Understanding must be based on primary &

secondary research2. Out of the understanding gained, devise a proposition for Agra as a stayover

tourist destination

3. Identify 3 specific implementable initiatives, drawing from your research, to

attract tourists to Agra on the basis of suggested proposition


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Additional Information

Travel Motivators

Category Characteristics

Practical

Have a few days break

Cant leave the house alone

No hassles on arrangements, food

Low budget

Social Want to have company on holiday

Want to be in or trendy

Emotional

Need to pamper wife, family assuage guilt

Apprehensions about far-off destinations

Want thrill

Relax mentally

Intellectual Quest for learning

Cultural New experience


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Family Holidays Need Segments

Profiling Segments

Needsegments

Sightseeing

(36%)

BudgetConscious

(33%)

ExperienceThirsty

(31%)

Relaxation

(64%)

ComfortSeekers

(42%)

Quiet HolidaySeekers

(22%)

Budget Conscious

Cleanliness of city importantDifferent from routineExtensive sightseeingValue for money

Experience Thirsty

Different experiencesChildren-oriented

Long holidaysWell preserved culture

Comfort Seeker

Ambience reflecting status5 Star accommodationWell aranged holidayGood shopping & facilities

Quiet HolidaySeeker

Dictate their own pace of holidayNo planned holiday

Thrill & adventure

Segments


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Decision Makers

Holiday decision makers, according to research, have generally been found to be:

The chief wage-earner

Word of mouth with a family consensus

Children

In general, the trust on tourist departments as a source of information is low.

Statistics

Agra has consistently lost out on tourist visits to nearby destinations such as

Mathura, Govardhan and Radhakund. The number of tourists, both domestic andforeign, in these locations and a few others is given below.

Moreover, the city mostly sees day-tourists. In other words, most of the tourists to

Agra do not spend more than a day at the city. In 2009, the statistics were as

follows:

3030538

598167

Day Tourists at Agra

Day tourists in

2009

Tourists stayed

in 2009


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Timelines

Prizes

Winning team: `30,000 | Runners-up: `20,000

Contact Us

Please reach us at [email protected] for queries, or contact:

Gowthami Kanumuru: +91 7897180958

Deepak Venkatramani: +91 7897180891

In case of queries regarding Agra pertinent to the case problem, pleaseaddress your queries to Mr. Anoop Kumar Srivastava, Asstt.

Director, Tourism, Agra & Aligarh Divisions.

Ph. No.: 0562-2226431/+91 9415203375

E-mail: [email protected], [email protected]

Launch of Travel Trails December 20, 2010

Registration closes 23:59 hours, December 26, 2010

Phase I deadline 23:59 hours, December 26, 2010

Release of Phase II shortlist December 29, 2010

Phase II submission deadline 23:59 hours, January 10, 2011

On-campus presentation January 22, 2011

Additional Event Details
mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]

Travel Trails Event Doc

Documents

Transcript of Travel Trails Event Doc