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Porter Five Forces Model Of Taj Hotels Tourism Essay

A Hotel may be defined as per the British law as A place where abonafide traveler can receive food and shelter provided he is a position to pay for it and is in a fit condition to be received.

The Indian Hotels Company Limited (IHCL) and its subsidiaries are collectively known as Taj Hotels Resorts and Palaces and is recognised as one of Asia’s largest and finest hotel company. Incorporated by the founder of the Tata Group, Mr. Jamsetji N. Tata, the company opened its first property, The Taj Mahal Palace Hotel, Bombay in 1903. The Taj, a symbol of Indian hospitality, completed its centenary year in 2003.

Taj Hotels Resort and Palaces comprises more than 60 hotels in 45 locations across India with an additional 15 international hotels in the Malaysia, United Kingdom, United States of America, Bhutan, Sri Lanka, Africa, the Middle East and Australia.

Spanning the length and breadth of the country, gracing important industrial towns and cities, beaches, hill stations, historical and pilgrim centres and wildlife destinations, each Taj hotel offers the luxury of service, the apogee of Indian hospitality, vantage locations, modern amenities and business facilities.

IHCL operate in the luxury, premium, mid-market and value segments of the market through the following:

Taj (luxury full-service hotels, resorts and palaces) is the flagship brand for the world’s most discerning travelers seeking authentic experiences given that luxury is a way of life to which they are accustomed. Spanning world-renowned landmarks, modern business hotels, idyllic beach resorts, authentic Rajput palaces and rustic safari lodges, each Taj hotel reinterprets the tradition of hospitality in a refreshingly modern way to create unique experiences and lifelong memories.

Taj also encompasses a unique set of iconic properties rooted in history and tradition that deliver truly unforgettable experiences. A collection of outstanding properties with strong heritage as hotels or palaces which offer something more than great physical product and exceptional service. This group is defined by the emotional and unique equity of its iconic properties that are authentic, non- replicable with great potential to create memories and stories.

Taj Exotica is resort and spa brand found in the most exotic and relaxing locales of the world. The properties are defined by the privacy and intimacy they provide. The hotels are clearly differentiated by their product philosophy and service design. They are centered around high end accommodation, intimacy and an environment that allows its guest unrivalled comfort and privacy. They are defined by a sensibility of intimate design and by their varied and eclectic culinary experiences, impeccable service and authentic Indian Spa sanctuaries.

Taj Safaris are wildlife lodges that allow travelers to experience the unparalleled beauty of the Indian jungle amidst luxurious surroundings. They offer India’s first and only wildlife luxury lodge circuit. Taj Safaris provide guests with the ultimate, interpretive, wild life experience based on a proven sustainable ecotourism model.

Upper Upscale Hotels (full-service hotels and resorts) provide a new generation of travelers a contemporary and creative hospitality experience that matches their work-hard play-hard lifestyles. Stylish interiors, innovative cuisine, hip bars, and a focus on technology set these properties apart.

The Gateway Hotel (upscale/mid-market full service hotels and resorts) is a pan-India network of hotels and resorts that offers business and leisure travelers a hotel designed, keeping the modern nomad in mind. At the Gateway Hotel, we believe in keeping things simple. This is why, hotels are divided into 7 simple zones- Stay, Hangout, Meet, Work, Workout, Unwind and Explore.

As travel often means more hassle than harmony, more stress than satisfaction, modern travelers are looking for smarter choices. Driven by passion for perfection, Taj welcomes its customers to a refreshingly enjoyable and hassle-free experience, anytime, everywhere. Offering the highest consistency in quality, service and style the hotel set new standards and take the unwanted surprises out of traveling. Taj’s warm welcomes make guests feel at home, away from home and its crisp and courteous service empowers them to get more done with greater effectiveness and control. And through Taj’s unrivalled network it provide service that is effortless, simple, never overwhelming, always warm.

Ginger (economy hotels) is IHCL’s revolutionary concept in hospitality for the value segment. Intelligently designed facilities, consistency and affordability are hallmarks of this brand targeted at travelers who value simplicity and self-service.

Taj Hotels Resorts and Palaces is committed to replicate its domestic success onto international shores with plans to build an international network of luxury hotels, which will provide an exemplary product-service combination and in the process create a global brand. The current international portfolio includes luxury resorts in the Indian Ocean, business and resort destinations in the Middle East and Africa, serviced apartments in the UK, the first hotel in Australia and three a top-end luxury hotels in the US.

Throughout the Company’s expansion, its mandate has been twofold: to infuse a sense of Indian heritage and culture within each diverse property, while also anticipating the needs and desires of the sophisticated traveller. Over the years, the Taj has won international acclaim for its quality hotels and its excellence in business facilities, services, cuisine and interiors.

The Taj strengthened its presence in the Indian Ocean rim with the Exotica Brand. The Taj Exotica was evolved as part of Taj Hotels Resorts and Palaces intent to position it as a brand that is clearly differentiated by its product philosophy and service design. The Taj Exotica Resort and Spa, in Maldives is centered on high-end accommodation, intimacy and an environment that allows its guest’s unrivalled comfort and privacy.

Taj Hotels further expanded its global footprint by securing management contracts at Palm Island, Jumeirah in Dubai, Saraya Islands in Ras Al Khaimah, Aldar Group in Abu Dhabi, UAE Langkawi in Malaysia and Thimpu in Bhutan. The most significant additions to the portfolio have been The Pierre, the iconic landmark hotel on New York’s Fifth Avenue, Taj Boston and Blue, Sydney.

The presence of Taj Hotels Resorts and Palaces internationally has been developed through a network of Taj regional sales and PR offices in the United Kingdom, France, Germany, Italy, Dubai, Singapore, Australia, Japan, Russia and the United States of America.

At the Taj Hotels Resorts and Palaces luxurious living and fine dining find common ground. Whether it is introducing exotic world cuisines to India or taking authentic Indian fare to the world, the Taj Hotels Resorts and Palaces is renowned for the eclectic culinary experiences it brings to its guests. Through a vast repertoire of award-winning restaurants, legendary recipes from royal kitchens and celebrated food festivals, the Taj has pioneered innovation in fine dining across the world.

Taj Hotels also promise a whole new experience of tranquillity and total ‘wellness’, through Jiva Spas a unique concept, which brings together the wisdom and heritage of the Asian and Indian Philosophy of Wellness and Well-being. Rooted in ancient Indian healing knowledge, Jiva Spas derive inspiration and spirit from the holistic concept of living. There is a rich basket of fresh and unique experiences under the Jiva Spa umbrella of offering, Yoga and Meditation, mastered and disseminated by accomplished practitioners, authentic Ayurveda, and unique Taj signature treatments. Royal traditions of wellness in service experiences, holistic treatments involving body therapies, enlivening and meaningful rituals and ceremonies and unique natural products blended by hand, come together to offer a truly calming experience.

IHCL operates Taj Air, a luxury private jet operation with state-of-the-art Falcon 2000 aircrafts designed by Dassault Aviation, France; and Taj Yachts, two 3-bedroom luxury yachts which can be used by guests in Mumbai and Kochi, in Kerala.

IHCL also operates Taj Sats Air Catering Ltd., the largest airline catering service in South Asia, as a joint venture with Singapore Airport Terminal Services, a subsidiary of Singapore Airlines.

Additionally, it operates the Indian Institute of Hotel Management, Aurangabad since 1993. The institute offers a three-year diploma, designed with the help of international faculty and has affiliations with several American and European programmes.

CORPORATE SUSTAINABILITY AND SOCIAL RESPONSBILITY As a part of Tatas; India’s premier business house; Taj Hotels, have always believed in society and environment being integral stakeholders in our business along with its shareholders, customers, vendors and others. Over the last decade, the movement towards ecologically sound tourism has gained urgency and importance across the globe and we recognize that responsible practices in vogue are as diverse as the geographies.

Taj promote corporate citizenship through our strategic public-private partnerships which encourage building livelihoods of less-advantaged youth and women. The causes they promote include reducing malnutrition, promoting indigenous artisans and craftsmen and enhancing employability of identified target groups by sharing our core competencies as a leading hospitality company.

Taj have the unique scope and opportunity to develop raw potential into a skilled workforce that is immediately employable by various players in the industry. A majority of its community projects are focused around extending its key strengths in food production, kitchen management, housekeeping, customer service and spas to promote economic empowerment of candidates from vulnerable socio-economic backgrounds. The group is fully committed to the cause of building a sustainable environment by reducing the impact of its daily operations on the environment and improving operational efficiencies, resource conservation, reuse and recycling of key resources.

A glimpse of indicative projects undertaken by Taj group

Taj’s sixth Corporate Sustainability Report was submitted to the United Nations Global Compact society in August, 2009. The United Nations Global Compact is a strategic policy initiative for businesses that are committed to aligning their operations and strategies with ten universally accepted principles in the areas of human rights, labor, safety

Malaysian Tourists Visiting To Thailand Tourism Essay

Tourism Assignment Help Tourism has been considered as an activity of global importance. It brings benefits to a country in term of social and economic. Recently, tourism appears to be an increasingly important industry in many border areas such as Danok in Southern Thailand. Cross border tourism is often proposed by governments as an incentive for economic growth. Therefore, many tourist destinations exist across boundaries. For example, there are a lot of attractive restaurants and entertainment provided in Danok, Southern Thailand. Border-crossing points that join adjacent countries commonly become hives of international economic activity (Kenneth, R. Lord, Sanjay Putrevu and H. G. Parsa, 2004). According to Andriesse (2008), he states that in year 1994, the Malaysian South-North highway reached the Thailand border, after which Thai authorities upgraded the road to Hat Yai. Bukit Kayu Hitam (north of Changlun) and Danok (south of Sadao) have become thriving business centers. According to Praman Tepsongkroh (2007), the nature of political boundaries and the relationships between neighboring countries usually create the types of tourist attractions that exist in border regions. Consumers living within a manageable drive of the border cross to the neighboring country for such diverse activities as shopping, entertainment, sightseeing, work-related travel, or merely the prospect of a different or less-traveled route between two points.

Besides that, a new travel trend and patterns involving local border communities and other travelers and tourists using border passes emerged. These trends accelerated with economic and trade growth in border areas. For example, cross border tourism is popular among Malaysian tourists due to easy of crossing to the border of Thailand. Moreover, the application of a border pass is cheap and easy but the border pass just available for Malaysians who born in Perlis, Kedah, Penang and Perak only. For those who want to apply for border pass, they just need to submit two passport size photos, one photocopy of identification card and RM 10. Then, they can get the border pass immediately.

As tourists are permitted to cross the border easy, the growth of tourism on both sides is greatly promoted, and touristic areas eventually abut the boundary on both sides. With growing cross border tourism, consumers can be segmented based on demographics characteristics that reflecting a particular emphasis on certain activities or shopping motivations driven from specific needs.

Figure 1: The Thai-Malaysian borderlands.

Problem statement Profiling of Malaysian tourists visiting to border areas is not widely study among research. According to Mark P. Hampton (2009), cross-border tourism between neighboring states is relatively unexplored in the literature as cited by Timothy and Tosun in 2003. Besides that, according to Praman Tepsongkroh (2007), literature on tourism in the border areas between Thailand and Malaysia is scarce. Moreover, much attention of the academics has been paid on the historical aspects (Koch, 1977; Numnonda, 1967), whereas other works focused on the political conflicts in Southern Thailand (Dulyakasem, 1981; Haemindra, 1976, 1977; Surin Pitsuwan, 1982). Therefore, little is known about the determinant of Malaysian tourists’ behavior that visiting to the borderland of Thailand.

The general impression is more Malaysian tourists flock to Thailand. According to government sources on tourists who crossed the border in 2001, the number of Thai tourists visiting Malaysia was 660,888 while the number of Malaysian tourists visiting Thailand was 1,239,698 (Tepsongkroh, Praman, 2007, pp.8). This showed that the ratio of almost two Malaysians crossed the border to Thailand than every one Thai tourist visiting to Malaysia. Thus, it is important to find out the reasons of why Malaysian tourists like travel to the border of Thailand.

It is significant to understand the tourism patterns of Malaysian tourists. However, little systematic empirical research has been conducted to contribute to an understanding of the demographic characteristics, motivations and behavior of Malaysian tourists cross to Thailand border. Therefore, there exists a gap in the empirical knowledge available about the decision making factors that influence Malaysian tourists cross the border to Thailand and there is a need to fill this gap of empirical knowledge.

Research objectives To profile Malaysian tourists visiting to Thailand by their demographic and travel patterns.

To understand the motivations of Malaysian tourists visiting to Thailand.

To evaluate the level of satisfaction of tourists regarding the services and facilities provided at tourist destinations at the border sites between Thailand and Malaysia.

Research questions What are the socio-demographic characteristics and travel patterns of Malaysian tourists?

What are the motivational factors that influence Malaysian tourists visit to Thailand?

What kind of facilities and services that satisfied Malaysian tourists to revisit Thailand?

Research hypothesis H0: There is a relationship between Malaysian tourists’ socio-demographic characteristics and their travel patterns.

H1: There is no relationship between Malaysian tourists’ socio-demographic characteristics and their travel patterns.

H0: There is a relationship between motivational factors and Malaysian tourists visit to Thailand.

H1: There is no relationship between motivational factors and Malaysian tourists visit to Thailand.

H0: There is a relationship between Malaysian tourists’ satisfaction and their decision to revisit Thailand.

H1: There is no relationship between Malaysian tourists’ satisfaction and their decision to revisit Thailand.

Dependent Variable Decision making

To decide whether to travel or not

Independent Variable Socio-demographic characteristics



Conceptual framework Figure 1: Variables used in this study

Definition of key terms Cross border tourism – Cross border tourism can be modeled from the neo-classical economics theoretical demand framework based on an individual/consumer visiting neighboring countries with the purpose of directly consuming goods and services which are cheaper in that country and/or are unavailable in the country of origin (Witt