[Link].

university

SEMESTER: I

COURSE: FUNDAMENTALS OF TOURISM & HOSPITALITY

COURSE CODE: 07ABATH17111 CREDITS: 04

UNIT I: INTRODUCTION TO TOURISM AND HOSPITALITY

Origin and Growth of Tourism through Ages. Characteristics & Definitions of Tourism, types of
tourism products. Introduction to Hospitality, its classification and typologies. Development and
distribution of hospitality products. Transport and Accommodation.

UNIT II: CONCEPTS AND COMPONENTS OF TRAVEL AND TOURISM

Definition of travel, Traveler, Visitor, Excursionist, Tourist, Picnic. Concepts of Leisure and
Business. Tourism Components - Role of Five A’s. Difference between travel and tourism.
Forms of Tourism - International, Inbound, Outbound, inter regional, intra-regional, domestic &
national tourism. Tourism system and Elements of tourism (Leipers Model).

UNIT III: TOURIST NEEDS AND MOTIVATIONS

Reasons for Travel. Basic Travel Motivators. Theories of Motivation. Psychological and
Sociological influences on travel motivations.

UNIT IV: GOVERNMENTS AND POLITICAL ISSUES

The role of Government and its influence on tourism and hospitality sectors. Visas, permits and
foreign exchange restrictions. Bilateral relations between the countries and cultural exchange.
Political unrest and its impact on tourism and hospitality policy. Positive and Negative impacts
of tourism and hospitality – economic, environmental, and socio-cultural.

UNIT V: SUSTAINABLE TOURISM AND HOSPITALITY PRACTICES AND

ETHICAL CONCERNS

Issues in sustainable tourism and hospitality practices. Tourism and hospitality business practices
– codes of conduct.

References:

 Bhatia A.K “Fundamentals of Tourism”

 Cooper, C., Gilbert, D., Fletcher, J., Fyall, A. and Wanhill, S. (2008) Tourism
 Principles and Practice, Pearson, Harlow. A comprehensive leading tourism text.
 Goeldner, C.R. and Brent Ritchie, J.R. (2009). Tourism: Principles, Practices,
 Philosophies, 11th edn, Wiley, Hoboken, NJ. A comprehensive textbook with a
strong North American flavour.
 Hall, C.M., Williams, A. and Lew, A. (2008) A Companion to Tourism, Blackwell,

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 Oxford. An excellent and thorough tourism handbook

 Sudhir Andrews: Introduction to Tourism and Hospitality, Tata Mcgraw Hill
Company

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COURSE: TOURISM PRODUCTS (NATURAL)

COURSE CODE: 07ABATH17112 CREDITS: 04

UNIT I: TOPOGRAPHY OF INDIA AND ITS NATURAL VEGETATION, CLIMATIC

CONDITIONS

India: General introduction, states & capitals. Physiographic units, seasons and climatic
regions & their impacts on tourism. Natural vegetation & wild animals of India &wildlife
tourism. India: a destination for all reasons & seasons.

UNIT II: MOUNTAINS OF INDIA AND THEIR TOURISM POTENTIAL ALONG

WITH CASE STUDIES

The Northern Mountains: General introduction of the Himalayas & other range. Mountains and
their importance for religious, hill station & adventure tourism. Case Studies on Sri Nagar,
Shimla, Nainital. Case Studies on Darjeeling, Gangtok and other Hill Stations.

UNIT III: THE PLAINS AND DESERTS OF INDIA AND THEIR TOURISM
POTENTIAL

General introduction of deserts &central plains. Deserts and Plains –importance for cultural,
religious & adventure tourism. A case study of Amritsar, Jaipur, Delhi, Lucknow, Kolkata. The
Peninsula: General features of Indian peninsula with their tourism significance. A case study of
Bhopal, Khajuraho, Hyderabad, Bangalore. The coastal plains and islands: General features of
coastal regions, Their importance for religious, cultural & beach tourism. A case study of
Mumbai, Goa, Cochin, Chennai, Andaman & Nicobar.

UNIT IV: GENERAL FEATURES OF INDIAN PENINSULAR AND THEIR TOURISM

POTENTIAL

General features of Indian peninsula with their tourism Significance. Case Studies on Bhopal,
Khajuraho. Case Studies on Hyderabad, Bengaluru and Ooty. Case Studies on other tourism
destinations

UNIT V: GENERAL FEATURES OF COASTAL PLAINS AND ISLANDS IN INDIA

The coastal plains and islands: General features of coastal regions. Their Importance for
religious, culture and beach tourism. Islands of India and their geographical disposition, Case
Studies on Mumbai, Goa, Cochin, Chennai, Andaman & Nicobar Islands (Tourism potential)

References:
 Bhatia A.k., International tourism, Sterling Publishers
 Bhatia, A. K., Tourism development: Principles, Practices and Philosophies, Sterling
Publishers, New Delhi

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 Burkart A. &Medlik S., Tourism: Past, Present and Future, Heinemann Professional
Publishing.
 Goh Cheong Long: An Economics Atlas of India, Oxford University.
 Kumar, Ravi Bhushan: Coastal Tourism & Environment, AOH Publishing Corporation,
New Delhi

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COURSE: TOURISM PRODUCTS OF INDIA (CULTURAL)

COURSE CODE: 07ABATH17113 CREDITS: 04

UNIT I: RELIGIOUS AND CULTURAL ASPECTS AND THEIR ROLE IN TOURISM

Religious Tourism: An Overview. Concept, Definition and significance trends and pattern in
religious tourism in India. The Basic Religions of India. Problems and Prospects of Religious
Tourism in India

UNIT II: PHILOSOPHIES OF RELIGIONS IN INDIA

The philosophies of different religions in India. Emergence of Tourism destinations on the lines of
religion. Contribution of religions for the strengthening of unity and diversity in India through
Culture Tourism Destinations. Case Studies of some prominent religious tourism destinations
like, Char Dham, Amritsar, Ajmer, Goa, Bodh Gaya.

UNIT III: INFLUENCE OF RELIGION ON CULTURAL ASPECTS OF INDIA

Hinduism – Origin, Evolution and development, prominent religious destinations. Islam- Origin
and Evolution and development, prominent religious destinations. Christianity – Origin,
Evolution, development, prominent religious destinations. Other religions like, Sikhism,
Buddhism, Jainism, their Origin, evolution and major tourism religious destinations.

UNIT IV: PILGRIMAGE DESTINATIONS IN INDIA

Major Religious destinations of India like Hinduism, Christianity, Islam, Sikhism, Buddhism,
Jainism. Buddhism &Jainism: Bodh Gaya, Sarnath, Mount Abu. Islam, Christianity and Sikhism:
Ajmer, Goa and Amritsar.

UNIT V: FAIRS AND FESTIVALS INFLUENCE IN CULTURAL TOURISM OF INDIA

Fairs and Festivals integrating the cultural fabric of India. Case studies on the KumbhaMela.
Pushkar, Chath, Pongal/ Makar-Sankranti, Baisakhi, Holi, Onam, Durga Puja, Ramallah, Diwali,
Kartik Purnima, Guru Park, Dashahara,Rathyatra, Id-ul-Fitr, Easter, Christmas, Carnival
(Goa),Ganga Mahotsava, Taj Mahotsava, Khajuraho Mahotsava and Desert Festival.

References:
 Shalu Sharma: Essential India Travel Guide
 John Keay: India – A History
 Victor Middleton: Marketing in Travel and Tourism
 Abid Hussain, S. 2003 (reprint) The National Culture of India, National Book Trust,
New Delhi.
 Hay, Stephen, (Ed.) 1992,Sources of Indian Tradition, 2 vols., Penguin Books, Delhi
 Nadakarni, M.V. 2006, Hinduism: The Gandhi an Perspective, Ane Books India, New
Delhi

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SEMESTER II
COURSE: TOURISM PRINCIPLES, POLICIES AND PRACTICES

CODE:07ABATH17211 CREDITS:04

UNIT I: TOURISM DEMAND

Tourism Demand – Meaning, Definition, Measurement of Tourism Demand, Tourist Statistics –

Types of tourist statistics, methods of measurement, Problems – Statistical review of spenders
and earners of tourism , Satellite Tourism Account – meaning, statistical trends of tourism in
India,

UNIT II - TOURISM IMPACTS

Tourism Impacts an overview, Economic benefits and issues with examples from the national
context – Applicability of Multiplier effect in tourism , Social impacts (Positive and Negative),
Cultural impacts (negative and positive) Environmental impacts (positive and negative) –
Green’s checklist of Environment impacts.

UNIT III : PLANNING AND DEVELOPMENTS IN TOURISM

Planning and Developments - Development of tourism, Evolution of destination, Tourism Area

Life Cycle concept (TALC), stages of development, Tourism Planning – needs and importance
of planning, steps in tourism planning, environmental and other considerations in tourism
planning, Carrying Capacity- meaning, types. Visitor management - meaning, various visitor
management measures.

UNIT IV: TOURISM POLICIES

Tourism Policy – meaning and scope, importance of tourism policy in India, Familiarization of
recent Policies (82, 92, 2002), Familiarization of Tourism vision 2025 , Responsible tourism
policies – implementation process.

UNIT V: ETHICS IN TOURISM

Ethics – meaning and importance, level of business, ethics, stakeholders level, social level,
internal policy level, ethical issues concerning tourism, Environment consideration, Cultural
ethics, Waste management in tourism, Need for the involvement of local community, Ethics in
Marketing.

References:

 Bhatia A.K “Fundamentals of Tourism” Cooper, C., Gilbert, D., Fletcher, J., Fyall, A.
and Wanhill, S. (2008) Tourism

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 Principles and Practice, Pearson, Harlow.A comprehensive leading tourism text.

 Goeldner, C.R. and Brent Ritchie, J.R. (2009). Tourism: Principles, Practices,
Philosophies, 11th edn, Wiley, Hoboken, NJ. A comprehensive textbook with a
strong North American flavour.
 Hall, C.M., Williams, A. and Lew, A. (2008) A Companion to Tourism, Blackwell,
Oxford. An excellent and thorough tourism handbook
 Sudhir Andrews: Introduction to Tourism and Hospitality, Tata Mcgraw Hill
Company

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 COURSE: TRAVEL AGENCY AND TOUR OPERATIONS (TATO)
CODE:07ABATH17212 CREDITS: 04
UNIT I: INTRODUCTION TO TRAVEL AGENCY AND TOUR OPERATIONS (TATO)

Introduction, definitions, functions, Structure and organization of Travel Agency and Tour
Operations(TATO),Types and importance of TATO 1.3 - Historical growth and development of
travel agency and tour operation business. Itinerary Planning & Development- Meaning,
Importance and of Itinerary - Resources and Steps for Itinerary Planning - Do’s and Don’ts of
Itinerary Preparation-Tour Formulation and Designing Process - FITs & Group Tour Planning and
Component - Special Interest Tours (SITs).

UNIT II: TRAVEL AGENCY AND TOUR OPERATIONS BUSINES

Types of TATO, Procedure of becoming a Travel Agent or Tour Operator in India, Duties and
Responsibilities of staff members and Manager, Organizational Structure of Travel Agency and
Tour-Operator. The Changing Scenario of travel trade

UNIT III: ROLES AND RESPONSIBILITIES OF TRAVEL AGENCY AND TOUR

OPERATIONS (TATO)

Travel Trade Association and Organizations, introduction Airline Ticketing, Geography, Fare
Calculation Indian Railways, Brief Study of International Railways, &Cruise liners, Bus Transport
etc, Inbound and outbound regulations, passport, VISA, Permits, health regulations, Airport tax,
Customs. Diversification of Business – Travel Insurance, Forex, Cargo &MICE.

UNIT IV-ITINERARY PLANNING AND DEVELOPMENT

Meaning, Importance, and Types of Itinerary. Resources and steps for Itinerary Planning - Do’s
and Don’ts. Tour Formulation and Designing Process - FITs & Group Tours Planning Components
- Special Interest Tours (SITs). Itinerary Planning and designing with costing and market viability,
and customer demand.

UNIT V -TOUR PACKAGING AND COSTING

Tour Packaging & Costing – importance of tour packaging, Classifications of Tour Packages,
components of Package Tours. Pricing - calculation of tour Price, Pricing Strategies. Study of
Tour packages of reputed Tour Operators like Cox & Kings, SOTC, SITA, Thomas Cook and TCI.

References:

 Bhatia A.K: The Business of Travel Agency and Tour Operation, Sterling Publishers, 2012
 JagmohanNegi: Travel Agency and Tour Operations, Kanishka Publishing, 2006
 Wayne Steinberg: Travel Agency Operations, Prentice Hall, 2000
 Gee, Chuck and Y. Makens,(2000) Professional Travel Agency Management, Prentice
Hall, New [Link] Chand, (2007)

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 COURSE: HOSPITALITY MANAGEMENT
CODE: 07ABATH17213 CREDITS: 04
UNIT I: INTRODUCTION TO CATERING INDUSTRY.

An overview of the Global Hospitality Industry and Catering Services, Introduction to Art of
Cookery, & Culinary History, Development of Culinary Art from the Middle Ages to Modern
Cookery, Classification of Catering establishments.

UNIT II: MAJOR DEPARTMENTS, MAINTENANCE AND ENGINEERING CONCEPTS

Major departments in the Hospitality Sector, Engineering and Maintenance division, Marketing
and Sales Division, Critical issues in maintenance and their handling techniques in HVAC,
Customer Relationship Management in a Hotel.

UNIT III: INNOVATION AND FUTURE OF HOSPITALITY.

Future trends in Hospitality Industry, Usage of CRS in Hotel Industry, operational usage through
chain of hotel agencies, Role of Associations in Hospitality Management- their functions and
operations. IT and hospitality industry.

UNIT IV: ETHICAL AND REGULATORY ISSUES CONCERNED WITH HOSPITALITY

Fiscal and non-fiscal incentives offered to the hotel industry in India. Ethical and regulatory
aspects of a hotel. International Hotel Regulations and Laws. Hotel Laws & Regulations on ethical
issues.

References:

 Zeithaml VA, ‘Service Marketing’, McGraw Hill, London, 1996

 Gray and Ligouri: ‘Hotel and motel management and operations’ PHI, New Delhi,2000
 Andrews: ‘Hotel front office training manual’ Tata Mcgraw Hill, Bombay,1980
 Negi, ‘Hotels for Tourism Development’, [Link], New Delhi.
 Arthur & Gladwell: Hotel Assistant Manager( London communica, Barrel, Jenkins)
 Negi: Professional Hotel Management( Delhi: [Link])

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SEMESTER: III

COURSE: TRANSPORT MANAGEMENT

CODE: 07ABATH17311 CREDITS: 04

UNIT I: TRANSPORTATION

Meaning, features, importance, functions, role, operational characteristics of transport,

development of transport in India. Transport functions and systems. Challenges faced by
Indian transport system. Impact of Transportation, Modes of transport- air, water, land and
others. Means of transportation in India - Traditional Public road transport, Urban rail
transport, Other local transport, Long distance transport, Aviation, Ports & shipping,
Waterways, Pipelines, Utility vehicle, Heavy hauler, BRTS. Elements and components of
transport, Transport Units, Multi- Modal Transport. Intermodal Transport.

UNIT II: TRANSPORTATION PLANNING

Importance Methods, Steps, Interventions, Policy instrument transportation planning process,

metropolitan planning, Comprehensive Transport Planning- Factors required for planning
process (Issues, Current Practices, and future recommendations), comparing conventional and
comprehensive planning, Best practices in comprehensive planning, Integrated public
transport planning, System Approach to transportation planning, Transportation Principles &
participants, Transport Forecasting.

UNIT III: TRANSPORTATION SERVICES

Terminal Services- Consolidation, dispersion, shipment services, vehicle services,

interchange, loading and unloading, weighing, tracing, expediting, Line Haul Services- re-
consignment, diversion, pulling, stopping in transit, transit privilege Transportation
Documentation- domestic and international, Transportation costing and pricing- concepts, key
cost driver, modal rate development, current issues and practices, Transportation performance
analysis- symptoms of poor transportation management, main key performance indicators.
Performance by transport mode.

UNIT IV: ORGANIZATION IN TRANSPORT SECTOR

National and International levels, Functions and Role, Indian road network - Problems
classification, Institutional framework, Rural road transport program, Road maintenance,
Urban public transport in India- Current status, Recent development, Responsibility of
government & public agency, Future scenario, Urban public transport modes, Issue in urban
transport Strategies for urban transport in India

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UNIT V

Transport Regulations- Need, Importance and Benefits, Areas of Regulation – economic,

physical and social, Routing and Scheduling- Importance, benefits and problems of route
planning and scheduling, principles of effective routing and scheduling. Land use forecast ,
Transportation problems- Issues, Goals & Objectives, Evaluation, Stakeholders input,
Environment, Smart growth & sustainability, Energy, Technology, Economic & financial
issues and other. New Development in transport sector

References:

 Air Transportation: A Management Perspective 8th Edition; by John G. Wensveen,

ISBN-13: 978-1472436818
 Supply Chain Management and Transport Logistics (Routledge Advanced Texts in
Economics and Finance) 1st Edition, John J Liu
 Intermodal Freight Transport and Logistics 1st Edition, by Jason Monios (Editor),
Rickard Bergqvist (Editor), Publisher: CRC Press; 1 edition (June 5, 2017)
 Global Logistics & Trade: Intermodal Transport, by Jess Browning, Publisher: Create
Space Independent Publishing Platform
 Transport Logistics: Past, Present and Predictions, by Issa Baluch, Publisher: Winning
Books.

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COURSE: GEOGRAPHY OF TOURISM

CODE: 07ABATH17312 CREDITS: 04

UNIT I: SCOPE AND CONCEPT

Scope and concepts of Geography of Tourism, Importance of Geography of Tourism,

Continents & Oceans, Geomorphology, Climate & Climatic Zones and tourism, Natural
vegetation & wildlife, Physiographic regions, Tourism potential in Northern Mountains,
Peninsula, Plains, Coastal regions and islands, Season & climatic zones and their impact on
the seasonality of tourism. Nature Vegetation, Wildlife and Tourism

UNIT II: TIME CONCEPTS

Overview of tourism potential in different continents Local time & G.M.T. Great Circle
Routes; International Date Line; Daylight saving time, Scale Representation - time zones and
calculation of time, Conceptual Framework of Models in Geography of Tourism, Spatial
perspectives in Analysis and Developmental strategy, Types, Forms, Patterns and Linkages in
Tourism (K, L)

UNIT III: TOURISM POTENTIALS IN ASIA-AFRICA-PACIFIC REGION

Nepal, Sri Lanka, Thailand, South Africa, Australia. Africa: South Africa, Mauritius, Kenya ,
Middle East: Egypt, Morocco, Saudi Arabia, United Arab Emirates, Mecca-Madina, North &
East Asia/ Pacific: China, Malaysia, Thailand, Singapore, Australia, New Zealand, Japan,
South Asia: SAARC Countries, Indian Oceanic Islands

UNIT IV: TOURISM DESTINATIONS IN THE AMERICAS AND EUROPE

Destinations in North America (United States of America: New York, Washington, Los
Angeles, San Francisco, Orlando, and Dallas. Canada: Ottawa, Montreal, Vancouver,
Mexico), Central America (Costa Rica, Panama, Belize etc, Europe: France, Spain, Italy,
United Kingdom, Moscow, Germany, Austria, Greece, Switzerland, The Netherlands

References:

 Boniface, B.G. & Christopher Cooper: The Geography of Travel and Tourism,
Heinemann, London, 1987.
 Douglas Pearce: Tourism Today: ‘A Geographical Analysis, Longman. London , 1987
 Dixit, M. Tourism Geography and Trends, Royal Publication
 Dubey and Negi – Economic Geography Delhi (1988)

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COURSE: SUSTAINABLE TOURISM

COURSE: 07ABATH17313 CREDITS: 04

UNIT I: SUSTAINABLE DEVELOPMENT

Evolution - Principle concept and Meaning – Major Dimensions of Sustainability; Social,

Economic, Environmental, Reasons for Unsustainable Development - Stockholm Conference
1972- World Conservation Union 1980 - WCED 1987 and Brundtland Commission ,Rio
Declaration 1992 - Kyoto Protocol 1997 - WSSD 200, Global Warming and Sustainable
Development. Sustainability and climate changing issues in tourism

UNIT II: SUSTAINABLE TOURISM

Meaning, Definition, Global Significance of Sustainable Tourism- Principles , 10Rs Tourism,

Agenda 21 for Travel and Tourism Industry - World Conference on Sustainable Tourism 1995
- Globe 90 Conference, Berlin Declaration - Bali Declaration 2005 - Cape Town Declaration
2002 and Kerala Declaration, Benefit and issues of Sustainable Tourism Development, Role
and significance of Millennium development goals in Sustainable Tourism Development.

UNIT III : SUSTAINABLE TOURISM PLANNING

Topographical Analysis - Analysis of Local Resources - Land use Pattern (EIA, EIS, EMS) &
Community and socio-economic and cultural conditions, Evaluation of impact of tourism site
- Zoning system - Carrying capacity - Principles of STP Basic concepts in Sustainable Design:
Climate analysis, Locality analysis and Site analysis, Design for Environment, Socio
economic conditions, Culture and Experimental values. Approaches in sustainable tourism:
Ecotourism; Global initiative under Quebec City and Oslo conventions, Responsible Tourism;
Concept and Global responses; Cape Town and Kerala Declaration-Community based and Pro
poor tourism including STEP. Eco-friendly Practices and Energy waste Management.
Benefits of sustainable tourism development

UNIT IV: QUALITY STANDARDS FOR SUSTAINABLE TOURISM

Quality Standards for Sustainable Tourism: ISO 14000, Role of WTTC, UN-WTO, PATA,
UNEP, IUCN - Code of Conduct for Accommodation and Transport Operators, Tourism
Code & Tourism Bill of Rights - Case Studies on Island Tourism in Andaman & Nicobar,
Hill Tourism in Udhagamandalam and Sikkim, Beach Tourism in Goa.

References:

 Archer, B. (1980) ‗Forecasting Demand, Quantitative and Intuitive Techniques‘,

International Journal of Tourism Management, 1, 5–12, March.
 Blanke, J., T. Chiesa and E. Trujillo Herrera (2009) ‗The Travel & Tourism
Competitiveness Index 2009: Measuring Sectoral Drivers in a Downturn WEF‘,
Geneva, Switzerland.
 Frechtling, D.C. (2001) Forecasting Tourism Demand: Methods and Strategies,
Oxford, UK: Butterworth-Heinemann.

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 TSA RMF (2008) Tourism Satellite Account: Recommended Methodological

Framework. Jointly presented by the UNSD, the Statistical Office of the European
Communities (EUROSTAT), OECD and the UNWTO.
 Wanhill, S. (1988) ‗Tourism Multipliers under Capacity Constraints‘, Service
Industries Journal, 8, 136–142.
 Witt, S.F. and C.A. Witt (1995) ‗Forecasting Tourism Demand: A Review of
Empirical Research‘, International Journal of Forecasting

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COURSE: DESTINATION MANAGEMENT

COURSE: 07ABATH17314 CREDITS: 04

UNIT-I:

Introduction to tourism destination, Its types- Natural and man-made, Various forms of
destinations, Characteristics of tourism destinations, Primary destination, Secondary
destination, Destination Life Cycle, Concept of destination management & development,
Destination Management need and importance for sustainable growth of destination and its
business

UNIT II:

Planning- Levels of tourism planning and development, Assessment of tourism potential.

Carrying Capacity- The concept of destination carrying capacity, Physical Vs. Psychological
carrying capacity of the tourist Destination, Economic, Social, Cultural and Environmental
considerations - Demand and supply match - Design and innovations.

UNIT III:

6 A’s framework for tourism destinations, Significance & importance of each element of the
destination management, Tourism stakeholders- Dynamic nature of tourism stakeholders,
Host population, Tourism enterprises, Government and local bodies, Destination partnership
and importance of team work, Destination marketing mix, Development of destination as a
product, Destination competitiveness.

UNIT IV:

Destination Promotion and publicity: Promotional Mix for destination, Role of advertisement
and publicity, Media Familiarization, Travel Writer Tours and Visiting Journalist
Programmes Sales promotion, Role of fairs, Festivals and exhibitions in destination
promotion.

References:

 Morrison, A. M., Marketing and Managing Tourism Destination, Routledge, 2013.

 Harrill, R., Guide to Best Practices in Tourism and Destination Management,
Educational Institute of the American Hotel and Lodging Association, 2011.
 Nigel Morgan, Annette Pritchard & Roger Pride (2001), Destination branding: Creating
the Unique Proposition, Butterworth and Heinemann.
 Laws, E. (1995). Tourist destination management: issues, analysis, and policies.
London; New York: Routledge

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COURSE: RESEARCH METHODOLOGY

COURSE CODE: 07ASECO17333 CREDITS: 02

UNIT 1
Introduction to Research, Research – Definition Scope and Significance of research
Characteristics of Good Research - Types of Research – Research Process – Research
Design, Features of good design – Scientific method –Identifying Research, Collection of
data: Relevance of sample size. Sources, methods - questionnaires, standardization of the
methods, modification and experimental design.

UNIT II

Probability: Rules of probability, binomial distribution, normal distribution, choosing sample

size, hypothesis testing, Student’s t test; One way ANOVA, correlation and regression, X2
test: Goodness of fit, test of independence. Non parametric statistics, sign test, rank sum test,
rank correlation.

UNIT III

Collection and review of research literature, sources of literature and their evaluation.
Designing research methodologies, General strategies for preparation of research proposals.
Data representation in technical reports, posters, presentation in scientific conferences and
workshops, Preparation of manuscripts for publication in national and international journals.
Yardsticks employed in evaluation of manuscripts for publications.

UNIT III

Introduction to Intellectual Property & IPR, patent, copyrights, trademarks, trade secret,
geographical indications, Industrial designs, Patent laws, Legislations covering IPR’s in
India, Patenting of living organisms, procedure involved in patenting, patent infringement,
patent filing and international patent law, PCT, provisional and complete specification.
Patentable and non-patentable materials, product planning and development. Channels and
formalities of publishing a paper and writing a book.

UNIT IV

Introduction to Intellectual Property & IPR, patent, copyrights, trademarks, trade secret,
geographical indications, Industrial designs. Patent laws, Legislations covering IPR’s in
India, Patenting of living organisms, procedure involved in patenting, patent infringement,
patent filing and international patent law, PCT, provisional and complete specification.
Patentable and non-patentable materials, product planning and development. Channels and
formalities of publishing a paper and writing a book.

References:

 Research Methodology Practice - P. Philominathan - Shri [Link]. Pushpam

College- Poondi-Thanjavar.

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 Research Methodolgy- Methods and Techniques 2 ed,Kothari C.R-VishwaPrakashan-

New Delhi 1990.
 An Introduction to Research Procedure in Social Sciences-Gopal M.A.- Asia
Publishing House-Bombay
 Donald R. Cooper and Pamela S. Schindler, “Business Research Methods”, Tata
McGraw Hill, 9th Edition, 2007.
 William G. Zigmund, “Business Research Methods”, Cengage Learning India Pvt
Ltd, 2006.
 Naresh K Malhotra, “Marketing Research: An Applied Orientation”, Pearson
Education” 4th Edition, 2007
 Uma Sekaran, “Research Methods for Business”, Wiley India Publications, 4th
Edition - 2009.
 Wilkinson Bhadarkar “Methodology and Techniques of Social Research”, Himalaya
Publisher, Students Edition.
 Anderson et al., “Assignment and Thesis writing”, Wiley Publications, 4th Edition-
2008
 Sinha, S.C. and Dhiman, A.K., 2002. Research Methodology, Ess Publications.
 Trochim, W.M.K., 2015. Research Methods: the concise knowledge base, Atomic
Dog Publishing. 270p.
 Research in Education (1992) 6th ed., Best, J.W. and Kahn, J.V., Prentice Hall of
India Pvt. Ltd. ISBN-978-81-203-3563-9.
 At the Bench: A Laboratory Navigator (2005) Barker, K., Cold Spring Harbor
Laboratory Press (New York), ISBN: 978-087969708-2.
 Research Methodology - Methods and Techniques (2004) 2nd ed., Kothari C.R., New
Age International Publishers. ISBN – 81-224-1522-9
 Research Methodology: A Step by Step Guide for Beginners (2005) 2nd ed., Kumar
R., Pearson Education. ISBN: 978-1-4129-6467-8.
 Biostatistics: A Foundation for Analysis in the Health Sciences (2013) 10th ed.,
Daniel W.W., John Wiley and Sons Inc. ISBN-13: 978-1118302798 ISBN-10:
1118302796
 Statistics at the Bench: A Step-by-Step Handbook for Biologists (2010) Bremer, M.
and Doerge, R.W., Cold Spring Harbor Laboratory Press (New York), ISBN: 978-0-
879698-57

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SEMESTER IV

COURSE: TOURISM MARKETING

COURSE CODE: 07ABATH17411 CREDITS: 04

UNIT I: TOURISM ATTRACTION

Tourism attraction: Definition, Characteristics, Typology, Value of tourism, Criteria for

tourist attractiveness, development and design of tourist attractions, Meaning, concept &
process of destination life cycle.

UNIT II: DESTINATION PLANNING & DEVELOPMENT

Destination, Definition of planning & development, Attributes of destination, Levels of

tourism , Planning and Development, Assessment of tourism potential, Research &
Development, Environmental Analysis, Resource Analysis, Regional Environmental
Analysis, Market Analysis, Competitor Analysis,

UNIT III: DESTINATION STRATEGY & FORMULATION

Regional Goal Formulation – Strategy formulation, Product Portfolio Strategies, Tourism

Portfolio model, analysis of Portfolio, approaches, Market segmentation in the regional
context -Steps and categories, Target Marketing – targeting options, Tourist behavior,
positioning strategy.

UNIT IV: DESTINATION MARKETING MIX

Components of destination marketing Mix, concepts of marketing mix, Product Strategy

Nature & characteristics, Managing existing tourism products, New product development in
Regional tourism, pricing strategies & process, Tourism distribution strategy – choice of
distribution channel, Developing a Destination promotional strategy, evaluation and Control.

References:

 Morrison, A. M., Marketing and Managing Tourism Destination, Routledge, 2013.

 Harrill, R., Guide to Best Practices in Tourism and Destination Management,
Educational Institute of the American Hotel and Lodging Association, 2011.
 Nigel Morgan, Annette Pritchard & Roger Pride (2001), Destination branding:
Creating the Unique Proposition, Butterworth and Heinemann.
 Laws, E. (1995). Tourist destination management: issues, analysis, and policies.
London; New York: Routledge
 Philip Kotler, Jon Bower, Marketing for Hospitality and Tourism

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COURSE: TOURISM DOCUMENTATION

COURSE CODE: 07ABATH17412 CREDITS: 04

UNIT I: INTRODUCTION

Passport – Introduction, meaning and definition, History of passport in India and the world,
Passport requirements, checklists, Issue procedures in India, types, changes, procedure, tatkal
scheme And fees, passport act and penalties under section 12 (1)B.

UNIT II: TRAVEL DOCUMENTS

Travel outside India, Rules and regulations about eligibility, quantum and documentation
Required for Travel Out of India, Travel acts and Foreign Exchange Management Act, Basic
Travel Quota, Foreign Exchange for Business Visits, tourists, Currency regulations for
foreign visits in India, Travel Into India Foreign Currency, Indian Currency, Process for
Encashment of Foreign Currency.

UNIT III: VISA

VISA, Meaning and definitions, role and objectives in tourism, Visas Documents for
obtaining visa of major tourist destinations of world including Health check documents,
Types of visa, visa fees, , Refused or Pending Visas, Destination departure records

UNIT IV: DOCUMENTATION IN MODERN ERA

Ministry of tourism, Changing scenario in Passport and VISA documentation, Online

passport and VISA, how to apply and the regulations, Destinations Tourist visa for India,
New Zealand and Australia Tourist Visa for Europe Tourist Visa of USA & Canada

References:

• Websites of UK, USA, Canada and Australia

• Websites of Indian ministries and offices related to foreign exchange
• Tourism Law in India: A Comprehensive Manual of Concepts, Regulations and
Guidelines, Shashank Garg, Universal Law Publishers
• World Geography of Travel and Tourism by Alan Lew; C. Michael Hall; Dallen
J. Timothy

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COURSE: INDIAN HERITAGE AND CULTURE

COURSE: 07ABATH17413 CREDITS: 04

UNIT I: FUNDAMENTALS OF CULTURE AND HERITAGE, HERITAGE SITES OF

INDIA

Understanding Culture & Tourism Concept and Fundamentals of Indian Culture Culture
Tourism Relationship. Socio-Cultural Impacts of Tourism Spiritual basis of Indian culture,
Architectural Heritage of India Landmarks of Buddhist architecture in India with special
reference to Sanchi, Ajanta and Ellora caves Marvels of Hindu architecture in Central India
(Khajuraho) Eastern India (Konark) and Southern India (Hampi, Brihadisvara and
Mamallpuram), Architecture in Medieval times with special reference to Taj Mahal, Fatehpur
Sikri, Red Fort, and Jaisalmer Fort. Mahabalipuram –Thanjavur –Kanchipuram – Suchindram
–Chidambaram – Badami- Belur and Halibed – Hampi – Konark – Khajurah, Indo-Islamic
Architecture-Delhi, Fatehpur Sikri – Agra – Bijapur – Jaipur – Amritsar - World heritage
Sites Forts and Churches of the British.

UNIT II: LIVING CULTURE AND PERFORMING ART OF INDIA

Major Fairs and festivals of India Classical dances and Music of India Indian handicrafts,
Philosophical works and Art Traditions: a) Vedas, Upanishads, Darshanas, Epics, Puranas;
Philosophies of Sankara, Ramanuja, Madhva, Basavanah, Kanaka and Purandara Dasa, Kabir,
The Sufis, Viveknanda, Handicrafts-Textiles, Clay art, Stone and Wood works, Puppetry,
Painting: Ajanta, Pahari, Mysore, Tanjore Paintings-Raja Ravi Varma‘s Paintings etc ( K,L, A
AP, )

UNIT III: CULTURE, HERITAGE AND TOURISM ORGANIZATIONS

Management in India United Nation’s Provisions for Heritage Management, Role of

Archaeological Survey of India in Heritage Management, Role of Indian National Trust for
Art and Cultural Heritage (INTACH) in Heritage Management in India, Role of other
organizations in Culture and Heritage Management in India. The tourism board and cultural
heritage

UNIT IV: PERFORMING ARTS OF INDIA

Performing Arts and Cultural Events: Classical Dance Forms, Folk dances, their role in the
development of Tourism. Classical Vocal Music, Musical Instruments – Folk Music, Cultural
Festivals: Kumbhamela, Dassehra, Puri Rathyathra. Desert Festivals, Taj Mahotsav,
Khajuraho Mahotsav, Hampi Utsav, Kerala Boat Races, Goa Carnival etc.

References:

• Safeguarding Intangible Cultural Heritage: Touching the Intangible; Michelle L.

Stefano, Peter Davis, Gerard Corsane, 2012 Boydell Press.
• Global Tourism: Cultural Heritage and Economic Encounters; Sarah M. Lyon, E.
Christian Wells 2012 Rowman Altamira.
• Manjumdar R. C. [Link]; An Advanced History of India
• Michael Morgan, Peter Lugosi, J. R. Brent Ritchie - The Tourism and Leisure

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Experience: Consumer and Managerial Perspectives, Channel View Publications,

2010
• Munshi K. M. (ed) History & Culture of Indian People. Vols 1-12
BharatiyaVidyaBhavan

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COURSE: E-TOURISM

COURSE CODE: 07ABATH17414 CREDITS: 04

UNIT I: COMMERCE

Meaning, Definition, Concept, Functions , Need of E-tourism, Limitations, Types of

Ecommerce & Significance, Meaning of Business to Business (B2B), Business to Customer
(B2C) and Customer to Customer (C2C) & Role of technology

UNIT II: MIS

Introduction to Management Information System, concepts, Meaning, Importance, Uses of

Computer & technology, Data Processing, Different types and Limitations & Challenges

UNIT III: CRS

Introduction to CRS, Meaning, Importance, Types of CRS, Advantages and Disadvantages

of CRS, CRS packages & Application, Introduction to Galileo and Amadeus Reservation
packages.

UNIT IV: INFORMATION TECHNOLOGY

Information Technology: Definition, Meaning, Significance of IT in Tourism Industry,

Strategic role of IT in Tourism Introduction to the new technologies and their advantages and
disadvantages, Role and Impact of Social Media in Tourism Sector: Introduction of digital
marketing in tourism industry, Blogs, Photo and Video Sharing, Trip Planning and Sharing,
Website Searching.

References:

• Laudon, K.C & Laudon, Jane Management Information System

• Kishore, Swapna and Naik Rajesh, SQL for Professional
• Anderson, Virginia, Access 2002-the complete reference

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SEMESTER V

COURSE: COMPUTER RESERVATION SYSTEM

CODE: 07ABATH17511 CREDITS: 04

Unit 1

Introduction to Information and Technology: Introduction – Meaning, Concept,

Characteristics, Role, Need and importance in modern society. Information and Technology
in Tourism. Introduction – Meaning and Definitions, Role and importance, importance of
information and technology in tourism. History and Growth of Information and Technology.
History and growth of Information and Technology – worldwide, Growth and development
of Information and Technology in India, Present perspective. Information and Technology
Concepts. CRS Versus GDS – Meaning, Definitions and differences

Unit – 2

Introduction to GDS. Concept, Definitions history, Growth and development, GDS in India.
Key Concepts of GDS. Functioning of GDS and characteristics of particular (Amadeus/
Galelio/ Sabre) systems in the tourism market in the light of their supply and market share.
Introduction to the Amadeus GDS. Signing in to Amadeus, Signing out of Amadeus, Agent
work areas. Encode and Decode. Encode cities and airports, Decode cities and airports,
Encode and decode. Airline names and codes, Encode and decode aircraft equipment,
Encode and decode countries.

Unit – 3

Introduction to AIS. Amadeus Information System. Flight availability. Basic flight

availability, availability from a timetable, journey types, return availability, schedule
displays .PNR Itinerary elements, name element, telephone contact element, ticketing
arrangement elements, received from elements, end transaction, ignore transaction Other
Concepts Special service request, meal request, special message, advance seat, seat wish,
seat request.

Unit – 4

International Airline Management. Introduction, IATA 3 letter city codes, 2 letter Airline
Codes. Understanding GDS Databases. Key Concepts, Database organization, Relationships
Operation. GDS in Hospitality Introduction, Role and importance, structure and application,
Introduction of Lanyon and its importance. GDS in Future Perspective GDS in modern era.
Application of GDS in other sectors. Future perspective

References:

• Customer Support - Amadeus Basic Manual, Amadeus Development Company,

France.
• Microsoft Access 2010 Step by Step (Step By Step (Microsoft)) by Joan
Lambert.
• Ian R Clayton ,(2016)  Marketing Hotels & Tourism Online, kindle Edition

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• Roman Egger and DimitriosBuhalis , (2008) eTourism Case studies:

Management & Marketing issues in eTourism,  , Butterworth Heinemann
• Zhou, Z. (2004). E-commerce and information technology in hospitality and
tourism. Thomas         Learning Inc.

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COURSE: HUMAN RESOURCE MANAGEMENT

CODE: 07ABATH17512 CREDITS: 04

UNIT I: HRM - SCOPE AND CONCEPT

HRM- meaning, definition, features, scope, functions, human resource planning. HR as a

prime asset, demand forecasting & supply, human resource auditing, need & importance of
HR in tourism& hospitality industry Tourism man power planning, performance appraisal,
Job analysis, job design & work scheduling, Problems of managing HR in tourism industry.

UNIT II – SELECTION / RECRUITMENT PROCESS, HR DEVELOPMENT

Employee selection, Concept of Recruitment & Selection – meaning, definition, Difference

between recruitment and selection, selection & recruitment process applicable to tourism &
hospitality industry, sources of recruitment. Human Resource Development, Placement,
induction, need for training & managerial development, types of training applicable to
human resources in tourism, internal mobility, seasonality nature of tourism industry & its
impacts on managing & retaining HR.

UNIT III – HR PRE-REQUISITES FOR TOURISM AND HOSPITALITY

Special skills required for human resources working in Hotels, Resorts, Home Stays, Tour
Operations, Travel Agency, Airlines and Theme parks. Leadership, theories of leadership &
decision making qualities required for tourism professionals, Techniques for motivating &
retaining human resources.

UNIT IV – DETAILED CONCEPTS OF HRM

Service labour relations – Compensation management, methods for determining

compensation, & remuneration packages offered, Employees welfare, fringe benefits, other
benefits, Strikes, layoff& lockouts, Grievances handling, trade unions & their activities -
functions, collective bargaining, Ethics & HR management, major challenges faced by HR
managers of 21st century.

References:

• Karam Pal (2011), Management process &OB , I.K International, New Delhi.
• PravinDurai (2010), Human Resource Management, Pearson.
• Sampad Kumar Swain (2008), HRM for Tourism, Abhijeet Publications, New Delhi.
• ChitraAtmaramNaik (2011), Human Resource Management, Ane Books.
Sudhir Andrews (2011), Human Resource Management for Hospitality Industry,
McGraw Hill Publishers

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COURSE: ADVENTURE TOURISM

COURSE CODE: 07ABATH17513 CREDITS: 04

UNIT I: INTRODUCTION

Definition, Scope and Nature of adventure tourism - Popular Tourist Destinations. Land
based trekking, Skiing, Mountaineering, Desert Safaris, Car Rallies. Water based rafting,
kayaking, canoeing, surfing, water skiing, scuba diving. Air based parasailing, paragliding,
ballooning, hand gliding and micro lighting..

UNIT II: ADVENTURE TOURISM

Concept of Adventure – Types of Adventure - Sports and Tourism – Land based Adventure
– Trekking, Mountaineering Rock Climbing – Water based Adventure – Water Surfing -
White Water Rafting, Para-sailing and Air based Adventure – Parachute Jumping – Gliding -
Para-gliding Basic Minimum standards for Adventure Tourism Related Activities: Land
based- Mountaineering, Trekking Water Based; River running; Aerial Based; Parasailing,
Paragliding, Bungee Jumping. Peak booking formalities, IMF rules for mountain
expeditions, cancellation of permits and bookings.

UNIT III: IMPACTS OF TOURISM

Social, Cultural, Economic and Environmental impacts of adventure tourism Issues from the
perspective of different stakeholders. Government, local people, tourists and tourism
businesses. growth, development and analysis of patterns of adventure tourism in India as
well as world.

UNIT IV: MARKETING AND PROMOTIONAL STRATEGIES

Famous adventure tourism campaigns, new methods of marketing tourist Problems and
issues relevant to the adventure travel and tourism industry - Adventure Tourism Products
and Infrastructure. Risk management, risks assessment, risks related to air sports, water
sports, land based sports, how to reduce risks in adventure tourism

UNIT V: ADVENTURE TOURISM IN INDIA

Uttarakhand and Himachal Pradesh, Goa. Issues and considerations - Adventure tourism
organizations and training institutes in J&K- Jawaharlal Institute of Mountaineering and
Winter Sports (JIM &NIWS) Indian Institute of skiing & mountaineering - Challenges of
adventure tourism – Litter, waste, pollution, overbuilding, destruction of flora and fauna.

References:

1. Geoff Crowther , [Link]., India - A Travel Survival Kit. Lonely Planet Publication.
2. Gillan Wright, Hill Stations of India - Penguin Books, New Delhi
3. Gupta, V.K., Tourism in India -, Gyan Publishing House, Delhi

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4. I.C. Gupta & Dr. Sushama Kasbekar, Tourism Products of India.

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COURSE: DISASTER MANAGEMENT

COURSE CODE: 07ATHDM17551 CREDITS: 04

UNIT I INTRODUCTION

Introduction to Disasters: Concepts and definitions (Disaster, Hazard, Vulnerability,

Resilience, Risks). Disasters: Classification Causes, Impacts (including social, economic,
political, environmental, health, psychosocial, etc). Differential impacts- in terms of caste,
class, gender, age, location, disability, Global trends in disasters, urban disasters, pandemics,
complex emergencies, Climate change.

UNIT 2 APPROACHES TO DISASTER

Approaches to Disaster Risk reduction, methods and models. Disaster cycle - its analysis,
Phases, Culture of safety, prevention, mitigation and preparedness. Community based DRR,
Structural- non-structural measures. Roles and responsibilities of- community, Panchayati
Raj Institutions/Urban Local Bodies (PRIs/ULBs), states, Centre, and other stake-holders.

UNIT – 3 DISASTERS AND DEVELOPMENT

Inter-relationship between Disasters and Development: Factors affecting Vulnerabilities.

Differential impacts, impact of Development projects such as dams, embankments, changes
in Land-use etc. Climate Change Adaptation. Relevance of indigenous knowledge,
appropriate technology and local resources.

Unit – 4: DISASTER RISK MANAGEMENT IN INDIA

Hazard and Vulnerability profile of India Components of Disaster Relief: Water, Food,
Sanitation, Shelter, and Health, Waste Management Institutional arrangements. Mitigation,
Response and Preparedness, DM Act and Policy, Other related policies, plans, programmes
and legislation

References:

• Alexander David, Introduction in 'Confronting Catastrophe', Oxford University

Press, 2000
• Andharia J. Vulnerability in Disaster Discourse, JTCDM, Tata Institute of Social
Sciences Working Paper no. 8, 2008
• Blaikie, P, Cannon T, Davis I, Wisner B 1997. At Risk Natural Hazards, Peoples'
Vulnerability and Disasters, Routledge.
• Coppola P Damon, 2007. Introduction to International Disaster Management,
• Carter, Nick 1991. Disaster Management: A Disaster Manager's Handbook.
Asian Development Bank, Manila Philippines.
• Cuny, F. 1983. Development and Disasters, Oxford University Press. Document
on World Summit on Sustainable Development 2002.

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COURSE: HEALTH & HYGIENE

COURSE CODE: 07ATHHH17551 CREDITS: 04

UNIT 1: LINKAGES BETWEEN ENVIRONMENT AND HEALTH& HYGIENE

Understanding linkages between Environment and Public Health &Hygiene : Effect of

quality of air, water and soil on health Perspective on Individual health Nutritional, socio-
cultural and developmental aspects Dietary diversity for good health; Human developmental
indices for public health

UNIT 2: DISEASES IN CONTEMPORARY SOCIETY

Definition- need for good health- factors affecting health. Types of diseases - deficiency,
infection, pollution diseases- allergies, respiratory Personal hygiene- food - balanced diet.
Food habits and cleanliness, food adulterants, avoiding smoking, drugs and alcohol.
Communicable diseases: Mode of transmission -epidemic and endemic diseases.
Management of hygiene in public places - Railway stations, Bus stands and other public
places. Infectious diseases:

UNIT 3: MANAGING HYGIENE QUALITY OF THE DESTINATION

Vis-a-vis tourism facility and activities planning, Condition of health & hygiene Sanitation
system, Reuse and use of renewable resource, Sanitation challenges and government role for
Sanitation Natural resource, Ancillary services development, Protection of natural resources,
significance of hygiene in tourism growth

UNIT – 4: HEALTH, HYGIENE & GROOMING

Cleanliness of workplace; Identification of waste and its disposal; Waste bins clearing; Pest
control; Importance of fresh air supply and sufficient lighting at Work Place Maintenance
check of air conditioners and other mechanical equipment at the work place; Hand wash;
Personal hygiene; Dental hygiene; Prevention of cross contamination and prevention Report
on personal health issues; Maintaining availability of clean drinking water; Getting
appropriate vaccinations regularly; Preventive health check-up and prompt treatments of all
illnesses.

References:

• Indian Academy of Paediatrics. (2011). Guidebook on Immunization.

• Nandini N, Sunitha N. and SucharitaTandon, (2007), Environmental Studies,
Sapna Book House, Bangalore
• Michel, Mckinney, Robert and Logan (2007). Environmental Science –Systems
& Solutions. Jones &Barlett Publishers, Canada
• Public Health Nutrition in Developing Countries Part-2). Wood head Publishing
India
• UNDP. (2013). The Human Development Report, The Rise of the South: Human
Progress in Diverse World. New York: UNDP, (also available in Hindi),
• Sadgopal, M., &Sagar, A. (2007, July-September). Can Public Health open up to
the AYUSH Systems and give space for People’s views of health and disease.

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COURSE: EVENT MANAGEMENT

COURSE CODE: 07ATHDM17552 CREDITS: 04

UNIT 1: PRINCIPLES &PERSPECTIVE OF EVENT MANAGEMENT

Historical Perspective, Introduction to event Management, Size & type of event, Event
Team, Code of ethics. Principles of event Management, concept & designing. Analysis of
concept, Logistics of concept. Job description of event manager, Feasibility, Keys to
success, SWOT Analysis. Factors involved in event management, Event Managers
-functions , Roles and responsibilities to conduct in event

UNIT 2: SITE MANAGEMENT

Types of events, on site and off site, Site Management, Selection, Planning and
Development, Infrastructure management. Management of logistics, Crowd Management,
Attendee care and comfort, Control, Participants, Management, Risk Preparedness. Control,
Participants, Management, Risk Preparedness.

UNIT 3: ORGANIZING EVENTS

Introduction and basics and concepts of organizing the event, event catering, Administration
and booking process. Importance of Planning Check lists & execution, Organizing Parade
and planning & execution. Protocols, Dress codes, staging, staffing.

UNIT 4: FINANCIAL MANAGEMENT

Introduction of finance management, basic concepts, technique of Raising Funds,

Investment meaning and procedures. Maintaining the records Definition and meaning of
fund flow Management, Working Capital, meaning and concept. Meaning and definition of
Pricing, Different types of Pricing strategies, importance of pricing strategy.

References:

• Lynn Van Der Wagen& Brenda R. Carlos, Event Management for Tourism,
Cultural, Business and Sporting Events, Pearson Prentice Hall, 2005
• Anton Shone & Bryn Parry, „ Event Successful Management’, Cengage learning
2002
• Leonard H. Hoyle, Jr, Event Marketing, John Willy and Sons, New York 1997
• Avrich, Barry Event and Entertainment Marketing, Vikas Publishing House New
Delhi, 1994
• Julia Rutherford Silvers Professional Event Coordination, John Willey & Sons
2003

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COURSE: MEDICAL TOURISM

COURSE CODE: 07ATHHH17552 CREDITS: 04

UNIT I: INTRODUCTION TO MEDICAL TOURISM

Introduction to Medical Tourism, Definition, Potential in India International Relations and

Global Health Current Scenario of Medical Tourism in India, Benefit of Medical Tourism to
India, Medical Tourism Destinations Marketing Concepts & Strategies, Travel Retailing
support and Logistics in medical tourism

UNIT [Link] TOURISM

Introduction of wellness tourism, meaning and concept of wellness tourism Potential of

Wellness tourism, current scenario and benefit of wellness tourism Challenge in India for
wellness tourism, prospects of becoming a Wellness Tourism Hub

UNIT 3: MEDICAL TOURISM - THE FUTURE OF HEALTH SERVICES

Alternate Medicine and Medical Tourism, Medical Tourism Ethical, Legal & Social
Concerns Quality Standard in Medical Tourism, Impact of Medical Tourism Medical
Tourism in Kerala, Medical Tourism, the Future of Health Services

UNIT 4: STRATEGIC ANALYSIS OF MEDICAL TOURISM

Industry issues in healthcare, PESTEL, Porter’s five force analysis, value chain analysis of
Healthcare market players comprising of Hospitals Health Insurance, Medical Equipment &
Devices, Pharmaceuticals & Life sciences, Health Support Services, Managed care –
Geriatric and many others. India specific healthcare issues and comparison with healthcare
models world-wide. Strategic Issues – industry analysis, strategy development, building
strategic plan, selection of key plan objectives and priority areas, moving from problems to
objectives, strategic Planning.

References:

• Khare A (2010). Medical Tourism: Historical Background. Available from:

[Link]
• World Trade Organization / World Health Organization (2002). WTO
Agreements and Public Health, WTO Secretariat.
• Lee C (2006). Medical Tourism, an Innovative Opportunity for Entrepreneurs.
Journal of Asia Entrepreneurship and Sustainability, 3(1): 3–5.
• Henderson JC (2004). Healthcare tourism in Southeast Asia. Tourism Review
International, 7: 111–121.
• Brady CJ (2007). Offshore Gambling: Medical Outsourcing. Washington and Lee
Law Review, 64(3): 1073–1114.
• Gray HH, Poland SC (2008). Medical Tourism: Crossing Borders to Access
Health Care. Washington, DC: National Reference Center for Bioethics
Literature, Georgetown University.[PubMed]
• Tourism Research and Marketing (TRAM) (2008). Medical tourism:

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SEMESTER VI

RURAL TOURISM

COURSE CODE: 07ABATH17611 CREDITS: 04

UNIT I: INTRODUCTION TO THE CONCEPT OF RURAL TOURISM

Rural Territory- It’s Potential as a Tourism Product, Village as a primary tourism product,
Showcasing rural life, art, Culture and heritage. Potential of rural territory in terms of rural
tourism. Legislative issues of business in rural tourism, Politics and organization of rural
tourism in India.

UNIT II: BENEFITS OF RURAL TOURISM

Benefits of Rural Tourism, Costs associated with Rural Tourism, Development of rural
tourism in India. Impact of Rural Tourism on the rural community. Major rural tourism based
destination and potential destination to be known rural tourism destination. Economic and
financial aspects of entrepreneurship in rural tourism, future and prospects and challenges.

UNIT III: RURAL TOURISM BUSINESS PLAN

Feasibility and Execution. Infrastructure, Marketing of rural tourism, major approval for the
execution of the rural tourism. Financial Assistance requisites. Intervention of Professional
Agencies, their roles and responsibilities. Linkage for development of Rural Tourism,
analysis of the business plan and execution for the development of rural tourism, Concept of
PPP in rural tourism.

UNIT IV: AGRITOURISM

Definition of the term, defining the topic, Potential of rural territory in terms of Agri tourism.
Development and current status in India, Development and current state in foreign countries.
The specifics of business in Agri tourism, Position of the Agri tourism in strategic
documents, Funding opportunities.

References:

 Rural Tourism: An International Perspective by Katherine Dashper

 Rural Tourism and Recreation: Principles to Practice by Derek R Hall
 Rural Tourism: An Introduction by Richard Sharpley
 Rural Tourism and Sustainable Business Derek R Hall, Irene Kirkpatrick, Morag
Mitchell

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COURSE: AVIATION MANAGEMENT

COURSE CODE: 07ABATH17612 CREDITS: 04

UNIT I: INTRODUCTION TO AVIATION MANAGEMENT

Aviation – Introduction of Aviation &Airport Safety, Aviation Sector in India - Civil

Aviation
Airport – Air Traffic Control – Flight Data Recorder – Airline. International Civil Aviation
Organization – Aeropol Aviation Services Corporation – Aviation, Role of civil aviation
authorities function. Management Consulting Group - AOPA – International Association of
Airport Executives. Federal Aviation Interactive Reporting Systems, Case Study on Indian
Airports.

UNIT II: AIR REGULATIONS AND AFFILIATIONS

Aircraft Regulations and Guidance – Convention on International Civil Aviation – Inter

Agency, Committee for Aviation Policy – Active Level of Services Reviews – Aircraft
Engineers International. Affiliation – AVSEC Rules and Regulations – Overview of Indian
Air Travel, Air Safety – FAA Aviation Safety Draft Documents – Aircraft Management
Interagency, Introduction to Air emission and noise impacts.

UNIT III: AVIATION COMMITTEES& PRESENTSCENARIO

Committee for Aviation Policy Safety Standards – Aircraft Management Safety Standards
Guidelines for Federal Flight Programmes, National Transportation Safety Board – Airline
Water Supplies – JFIM, Overview of Contemporary Global Industry – Airline Industry
Profitability. Present State of the Air Transport Industry – Aviation Industry – Global
Aviation Industry – Indian Aviation

UNIT IV: AIR TRAVEL ASSOCIATIONS & OPERATIONS

International Air Transport Association (IATA) – Fact Sheet – Financial Services – IATA at
the Air, Transport Industry. IATA Industrial Priorities – IATA Partners – IATA Corporate
and Corporate Governance Structure IATA Human Capital – IATA Committee’s – Cargo,
Mandate, Environment, Financial, Legal, Operations, Industry Affairs – Rules and
Regulations of the Industry Committee.

References:

• Ratandeep Singh, “Aviation Management”, Kanishka Publishers, 2008

• Kathleen M. Sweet, “Aviation and Airport Security”, Pearson Education, 2004
• Kenneth C. Moore, Airport, Aircraft, and Airline Security, 1976
• Bartholomew Elias Airport and Aviation Security: U.S. Policy and Strategy in the Age of
Global Terrorism, Auerbach Publications, 2009.

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COURSE: CRUISE TOURISM

COURSE CODE: 07ABATH17613 CREDITS: 04

UNIT I: INTRODUCTION TO CRUISE INDUSTRY

Meaning & Introduction to the cruise history, Industry Overview, Finance & Revenue
Management. History of cruise travel, and economic impact and significance in tourism
industry, Cruise Geography to the Caribbean, Mexican Riviera, Alaska, Europe, Asia & the
world.

UNIT II: PLANNING CRUISE ITINARIES

Meaning, package costing various cruise itineraries of MSC, Royal Caribbean, Start cruise,
Pre & post tour packages and shore excursion tours in the ports of call, Inclusion and
exclusions of the cruise package and meal plan, Visa Process, documentation of various
cruise ships & guidelines.

UNIT III: CRUISE MANAGEMENT

Meaning, Definition on different operational areas of the cruise industry and Cruise industry
functions onboard and shore side. Comparison analysis the different cruise categories in the
industry.& target market of each cruise category, Examination of the laws, regulation and
regulatory bodies, impact on the cruise line industry, government new norms and future
prospects.

UNIT IV: CRUISE MARKETING

Meaning and concept of cruise marketing, theme based cruise and marketing process,
Marketing, Positioning, Differentiation of Cruise Lines. Revenue management of cruise
tourism Budgeting and financing a cruise ship.

References:

 Gibson,Ph. (2012). Cruise operations management: Hospitality perspectives, Chapter

13. (2nd ed.). London, UK: Routledge
 Jordan, A. (January/February, 2012).The converts: Cruise ships with a past. Cruise
Travel. Retrieved from Ebscohost
 Jordan, A. (2008). Cruise ship pioneers: Remembering the innovative vessels that
changed the face of modern cruise travel. Cruise Travel, 29(4), 26-31. Retrieved from
Ebscohost.

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COURSE: ECONOMICS OF TOURISM

COURSE CODE: 07ATHET17651 CREDITS: 04

UNIT I: INTRODUCTION

Introduction – Economics and Tourism - Tourism Demand - Theoretical background, Types

of Tourism Demand - Determinants of Tourism Demand – Life Cycle Factors- the Global
View K, Measurement of Tourism Demand - National and International Tourism Demand.
Tourism Supply – Augmenting Tourism Products.

UNIT II: TOURISM DEMAND FORECASTING

Meaning, Methods of Forecasting – Public and Private Sectors in Tourism. The Need for
Public and Private Sector Co-operation in Tourism – Growth of Tourism Demand in India.
Cost Concepts- Short Run Vs. Long Run Costs - Production Function - Input: Output
Relationship - Law of Variable Proportions - Returns to Scale, Break Even Analysis - Market
Structure and Competition - Pricing in Tourism - Determinants of Price.

UNIT III: MACRO ECONOMICS

Macro Economic Environment – National Income Analysis - Business Cycles - Fiscal and
Monetary Policies, Economic Transition in India - Inflation Analysis - Liberalization,
Privatization and Globalization. Government’s role in Tourism – Tourism Policies of
Government of India.

UNIT IV: CONSUMER BEHAVIOUR

Consumer Behaviour; Cardinal and ordinal approaches; Consumer’s equilibrium; the

revealed preference. Impact of Tourism - Economic Aspects - the Multiplier Effect -
Displacement Effect and Tourism, Tourist Spending - Costs and Benefits of Tourism to
Community - Environmental Aspects – Contingency Valuation Method.

References:

 Hailstones, Thomas J. and Rathwell, John C., Managerial Economics, Prentice Hall
International, New Delhi.
 Chopra, O.P., Managerial Economics, Tata-McGraw Hill, New Delhi.
 Agarwal, Manju, Economics for decision Making, Indian Institute of Finance, 1997,
Delhi.
 Davis, J.R. and Chang, Simon, Principles of Managerial Economics, Prentice Hall
International, New Delhi.
 Mehta, P.L., Managerial Economics, Sultan Chand, New Delhi.
 Petterson: Managerial Economics, 3 rd Ed., Prentice Hall of India, Delhi.
 Adhikary M., Managerial Economics, Khosla Pub.
 Salvatore, Domnick, Managerial Economics in a global economy, Irwin McGraw
Hill.

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 [Link]

 Tribe, J. 2001, The Economics of Leisure and Tourism, New Delhi, Butterworth –
Heineman.
 Cullen, P. 1997, Economics for Hospitality Management, London, International
Thomson Business Press.
 Sinclair, M.T. and Stabler, M., 1997, The Economics of Tourism, London, Routledge.

37 | P a g e BA TOURISM (HON)
 [Link]

COURSE: ENTREPRENEURSHIP IN TOURISM

COURSE CODE: 07ATHES17651 CREDITS: 04

UNIT I: INTRODUCTION TO ENTREPRENEURSHIP

Meaning and concept of entrepreneurship, the history of entrepreneurship development, Role

of entrepreneurship in economic development, agencies in entrepreneurship management and
future of entrepreneurship. Meaning of entrepreneur, the skills required to be an entrepreneur,
the entrepreneurial decision process, and role models, mentors and support system

UNIT II: BUSINESS OPPORTUNITY IDENTIFICATION

Meaning and concept of Business ideas, methods of generating ideas, and opportunity
recognition, Meaning and significance of a business plan, components of a business plan, and
feasibility study, Choosing the legal form of new venture, protection of intellectual property,
and marketing the new venture, Basic of corporate law.

UNIT III: FINANCING THE NEW VENTURE

Importance of new venture financing, types of ownership securities. Venture capital, types of
debt securities, determining ideal debt-equity mix. Financial institutions and banks, Role of
venture capitalist and investors to fund the new venture

UNIT IV: MANAGING GROWTH IN NEW VENTURE

Characteristics of high growth new ventures, factors for the success of the start up. Strategies
for growth, and building the new venture capital. Exit strategies for entrepreneurs,
bankruptcy, and succession and harvesting strategy.

References:

 Arya Kumar, Entrepreneurship, Pearson, Delhi, 2012.

 Poornima [Link]., Entrepreneurship Development –Small Business Enterprises,
Pearson, Delhi,2009
 Michael H. Morris, ET. al., Entrepreneurship and Innovation, Cengage Learning, New
Delhi, 2011
 KanishkaBedi, Management and Entrepreneurship, Oxford University Press, Delhi,
2009
 Anil Kumar, S., [Link]., Entrepreneurship Development, New Age International
Publishers, New Delhi, 2011

38 | P a g e BA TOURISM (HON)