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AN ANALYTICAL STUDY OF
TOURISTS PERCEPTION AND
SATISFACTION
TOWARDS HOTELS IN AGRA
Presented By:
Hriday Shankar Verma
MBA-I
127614

INTRODUCTION
 The hotel industry today has been
recognized as a global industry, with
producers and consumers spread
around the world. The use of hotel
facilities such as: room, restaurant,
bar, nightclub or health club; are no
longer considered a luxury.

Hotel Industry of India
 3.4 billion foreigner tourist visited in
2011-12
 8475 million foreign exchange
earning.
 The hospitality industry in India is a
3.5 trillion dollar service sector within
the global economy

Hotel Industry in Agra
 Hotel industry in Agra is highly expanded as it
is a tourism city. A large number of travellers
across the world come to Agra every day to
visit its heritage. Agra has gained fame for
some magnificent monuments, especially Taj
Mahal. Being one the “Seven Wonders of the
World”, Taj Mahal attracts millions of people
across the world. That’s why accommodation
facilities are extremely good over here. Hotel
industry in Agra is very huge and getting
accommodation over here is not at all tough.

Significance of the study
 This study traces the tourist’s
perception regarding the hospitality
products; and measures the gap
between services expected and
services perceived by tourists visiting
Agra.

OBJECTIVES OF THE STUDY
To make study scientific and systematic the
researcher has made following objectives:-
 To study the performance of hotels in Agra on
the revenue basis.
 To identify the gap between tourist perception
and satisfaction towards hotels in Agra.
 To investigate the problems faced by tourist
in Agra.
 To suggest an action plan for improvement in
hospitality and services quality of hotels in
Agra.

RESEARCH METHODOLOGY
 The present study is based on primary as well as secondary data. The
primary data has been collected through self structured questionnaire
and interview and by using the SERVQUAL for measuring customers'
perceptions of service quality.
 SERVQUAL along the five dimensions as given below:
(1) Reliability- ability to perform the promised service accurately and
dependably;
(2) Responsiveness-willingness to help customers and to provide
prompt service;
(3) Assurance-knowledge and courtesy of employees and their ability
to convey trust and confidence
(4) Empathy-caring and individualized attention to customers.
(5) Attitude- professionalism of employees’ approachability and ease
of contact, effective communication.

RESEARCH DESIGN
 Primary data will be collected though self structured
questionnaire and interview of the hotel representatives and
tourists of Agra.
 To collect primary data the following research design used by
researcher.
 Parameters Components
 Geographical Area Agra
 Sample area Hotels in Fathehabad road Agra
 Sample PopulationTourist 50(Foreigners 25+Indian25)
+5Hotels
 Sample Type Convenient Sampling
 Research Method Survey Method
 Research tool SERVQUAL( service quality measurement
tool)
 Time Period 4 months
 Secondary data will be collected through journal,

ANALYSIS:
 There is a sample of 50 tourists in which 25 tourists are
Indians and 25 are foreigners.
Interpretation-
 The graph depicts that out of 50 tourists, 40% belong to
owner/private business, 28% are students, 20% are
employee and govt. officers are only 12%.
Occupation
Government
officer
12%
Employee
20%
Owner/
Private
business
40%
Student
28%
Other
0%
Other
0%

Motive of your trip to a particular hotel
 Interpretation-
The above results depicts that 60% trip to this hotel for
their personnel and 24% for their leisure and the rest
16% for their official purpose.
Motive of your trip
Personnel
60%
Official
16%
Leisure
24%

What is the reason to choose a particular hotel?
Interpretation-
The above graph shows that 44% tourists choose hotel which
is on the convenient location, 24% tourists due to excellent
service, 20% choose this hotel for reasonable rate, 4%
because of company contract with hotel and 8% tourists
choose this hotel because of other reason like overall good
etc.
Reason to choose hotel
Excellent
service
24%
Company
contract with
hotel
4%
Reasonable rate
20%
Other
8%
Convenient
location
44%

How many times you have stayed at a particular
hotel in the past years?
Interpretation-
The results depicts that 76% tourists have stayed less
than five times at one hotel and 24% tourists have
stayed more than five times at same hotel in the past
years because they satisfied with the hotel services .
Stayed at this hotel in the past years
Less than five
times
76%
More than five
times
24%

 II) ANALYSIS OF TOURISTS
SATISFACTION IN HOTELS OF AGRA
TOURISTS SATISFACTION
CONCERNING RELIABILITY
RELIABILITY
4.48
4.12
3.88
4.08
4.28
4.08 4.08
4.2
3.4
3.6
3.8
4
4.2
4.4
4.6
Keep
promises
Interest in
solving
problem
Dependable
in handling
Provide
service they
promise
Level of Expectation
Level of Perception

 TOURISTS SATISFACTION
CONCERNING RESPONSIVENESS
RESPONSIVENESS
4.36
4
4.12 4.12
4.32
4.4
4.08
4.48
3.7
3.8
3.9
4
4.1
4.2
4.3
4.4
4.5
4.6
Tellwhen
serviceis
performed
Prompt
service
Quickly
correct
mistakes
Neverbusy
torespond
Level of Expectation
Level of Perception

S.W.O.T ANALYSIS OF HOTEL
INDUSTRY
Strengths
· A very wide variety of hotels is present in
the country that can fulfill the demand of the
tourists.
· There are international players in the market
such as Taj and Oberoi & International
Chains.
· Manpower costs in the Indian hotel industry
is one of the lowest in the world.
· India offers a readymade tourist destination
with the resources it has. Thus the magnet
to pull customers already exists and has

Weaknesses
Less availability.
• Only 1,50,000 hotel rooms
• Less accessibility.
• Deviation of services.

Opportunities
• Adding 60000 rooms.
• Approved 300 hotel projects.
• Unique experience in heritage hotels.
 International airport project.

Threats
· Guest houses replace the hotels. This is
a growing trend in the west and is now
catching up in India also, thus diverting
the hotel traffic.
· Political turbulence in the area reduces
tourist traffic and thus the business of
the hotels. In India examples of the
same are Insurgency in Jammu Kashmir
and the Kargil war.

FINDINGS OF THE STUDY
 40% tourist belong to business.
 44% tourist choose this hotel on
convenient.
 24% due to excellent service.
 84% respondent will to recommend
this hotel to their family.
 16% respondent are not satisfied hotel
services.

CONCLUSION
This study focused further on the gap
between tourists expectation and their
perception of the hotels service
quality. The results showed that the
three dimensions of SERVQUAL
(Reliability, Responsiveness and
Attitude) yielding a positive gap.
Hence tourists are satisfied with these
three dimensions of service quality.
But two other dimensions of
SERVQUAL (Empathy and
Assurance) are not satisfied the
tourists.

Suggestions
 Creation of small shopping cum
cultural fests in April-May.
 Small cultural events in April-June.
 Special light and sound shows during
that period on specific days across the
monuments (once a week)
 Small exhibitions at the monuments
itself to showcase the past of the city
with interesting anecdotes.

 Providing free drinking water along with
tickets.
 Arrangement of umbrellas on a returnable
basis.
 Putting matting on the main monument floors
to. save the feet of tourists from scalding.
 First aid arrangement for heat stroke.
 Arrangement of appropriate shade to
minimize. direct exposure to sun as far as
possible.

REFERENCES
 Andrews (2007): “Introduction to Tourism and
Hospitality Industry”, Tata McGraw Hill, New York, USA.
 Batra G. S (1998): “Tourism Promotion in India:
Strategic Issues”, Tourism Towards 21st Century, Deep
and Deep Publication, New Delhi, India
 Caprihan Vijai (2001): “Changing Consumer
Expectations – Organisational Changes – Insight and
Solutions, Excel Books, New Delhi, India.
 Dixit, M and C. Sheela (2001): “Tourism Products”,
New Royal Book Company, Lucknow, India.
 Gowri Shankar K (2009): “Indian Hospitality Industry:
Emerging Issues, Opportunities and Challenges”, ICFAI
Publishers, Hyderabad, India.
 Gupta I.C. and Kasbekar Sushma (1995): “Tourism
Products of India”, Indore Publication House, Indore,
India.

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