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4D INTERNATIONAL JOURNALOF MANAGEMENT AND SCIENCE

ISSN-2250-0669
@4dcrossconnect.com.Inc2012
www.4dinternationaljournal.com
Volume-4,Issue-1-2013

Critical Study of the Effectiveness of Yatra.com and Make my trip.com. as Tourism
Website


Bivek Datta
Asst.Professor,Amity University

ABSTRACT
This research paper is a study and analysis of the effectiveness of travel websites. With
reference toYatra.com and MakeMyTrip.com . the effectiveness of E-commerce with
respect to the travel industry in particular. An attempt has been made to study the current
status of online marketing globally as well in India. In India E-commerce is being driven
by the growing online travel industry and online travel bookings have increased
substantially after the entry of low cost carriers. A comparative analysis of these is drawn
to decipher the market leader. Primary Research has been conducted to estimate the
consumer satisfaction from the online portals. Various parameters linked to the services
provided by these portals have been included in the research, for instance the allied
services offered like Passport & visa, Travel & accommodation information and some of
the portals out shine the others in terms of customer satisfaction.
(KEY WORDS:-online marketing,low cost carrier,customer satisfaction)
INTRODUCTION
The tourism industry is now one of the largest sectors earning foreign exchange. In the
face of many benefits, many countries have started assigning due weight age to the
tourism industry in their national development agenda.
Tourism is one of the world's fastest growing industries at present and holds the status of
the world's no. 1 industry.
Spending on tourism amounts to 5%-10% of total consumer, spending in a year
worldwide.
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The industry creates a job every 2.4 seconds with every one of those direct jobs creating
another 11 indirect ones.
The tourism industry as a whole is presently estimated to earn over US$ 3.5 trillion
worldwide.
India's share of the total market is a pittance at 0.51%. The non-tourist countries like
Malaysia and Indonesia get much more tourists than India.
India's share of the total market is a pittance at 0.51%. The non-tourist countries like
Malaysia and Indonesia get much more tourists than India.
The Tourism industry's foreign exchange earnings in India are around $3.2 billion.
Tourism is the highest foreign exchange earner if we consider the fact that net value
addition in Gems and jewellery is less than 30 % whereas, in tourism it is more than 90 %.
.Use of the Internet by travelers to plan and book their trips continues to grow at a rapid
rate. In the United States, according to the Travel Industry Association (TIA 2007), more
than 75 million online travelers used the Internet in 2006 to get information on
destinations or to check prices and schedules , while growth of the online traveler market
has slowed, the number of online travelers who actually use the Internet to plan trips has
remained relatively stable. A majority (67%) of online travelers say they consult the
Internet to get information on destinations or to check prices or schedules. Not
surprisingly, nearly all online travel planners say that some of the trips planned on the
Internet in the past year were for pleasure, vacation, or personal purposes. Three in ten
say some of the trips planned on the Internet were for business or convention purposes.
For online travel planning, online travel agency websites (such as Microsoft Expedia,
Travelocity, YATRA.COM, and MAKEMYTRIP.COM ETC), search engine websites,
and company owned websites (airlines, hotels, etc.) are the most popular types of
websites used. A majority of online travel planners also use destination websites
Tourism 2020 Vision is the World Tourism Organizations long-term forecast and
assessment of the development of tourism up to the first 20 years of the new millennium.
An essential outcome of the Tourism 2020 Vision is quantitative forecasts covering a 25
years period, with 1995 as base year and forecasts for 2010 and 2020. Although the
evolution of tourism in the last few years has been irregular, UNWTO maintains its long
term forecast for the moment. The underlying structural trends of the forecast are
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believed not to have significantly changed. Experience shows that in the short-term,
periods of faster growth (1995, 1996, and 2000) alternate with periods of slow growth
(2001 to 2003).
LITERATURE REVIEW
Technology-driven change is revolutionizing every industry, from retail distribution to
banking, from manufacturing to publishing and education. The pressure of new
technologies (computer, networks, and interactive television) combined with increasing
customer demands (flexibility, convenience, customization, service, etc.) and hyper-
competition (global markets, shrinking product cycles, increasing risk, rapid change) is
requiring companies to redefine their strategies, products and processes. Electronic
commerce is supported by one specific set of technologies (intelligent front: ends, public
networks such as the Internet and multimedia data) which has an impact on these
industries. For the first time, buyers and sellers can communicate directly over an
information and data-rich channel. Consumer oriented industries where service and
information plays a large part in the buying process are especially affected: banking,
travel and retail of commodity products (records, wine, and books) would be good
examples.
The World Wide Web has changed the business environment and competitive behavior in
many industries because consumers now have more access to market information. The
speed at which the Internet has revolutionized information availability and information
sharing has taken managers by surprise. While many firms have failed in their effort to
implement sound Internet strategies in an environment where consumers are better
informed, other firms with creative strategies have succeeded.
The Internet has become an important information source for end consumers in many
industries. It has brought higher levels of market transparency, permitting consumers to
observe information that previously was not available via other distribution channels.
Market transparency can be observed in the travel industry, where the influence of
information provided by online travel agencies (OTAs) has been significant. According
to the Travel Industry Association of America (2002), two-thirds of the 96 million people
who traveled and used the Internet in 2002 planned and researched travel options online.
This led to new revenue dollars for online purchases, and shifted the mix away from
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offline purchases. Nielsen Net Ratings (2001) reported that online travel sales approached
US$ 1.2 billion in the United States market in January 2001, representing nearly a third
of all e-commerce transactions. In addition, visits to online travel sites stimulated
another $681 million in revenue related to purchases by phone, fax, or in person.
OBJECTIVES:
To evaluate the consumer perception about various travel portals in India.
To study and analyze the existing problems about the application of tourism research in
information technology and list the future possibility of development.
To study the marketing strategies of tourism websites.
To study the effectiveness of tourism websites i.e.Yatra.com, MakeMyTrip.com.
Research Methodology:Based on both Primary and Secondary data. Primary data collected
by interviewing selected no of respondents through structured questionnaires .While
secondary data was collected from authentic books and trusted Websites.
DATA ANALYSIS AND INTERPRETATION
Q. It is easy to register on this web portal.
Agree
28%
Di sagree
12%
Strongl y
Di sagree
12%
Strongl y Agree
28%
Neutral
20%

Q- Organization of information is clear on this web portal.
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Agree
38%
Disagree
16%
Strongly
Disagree
12%
Strongly
Agree
20%
Neutral
14%

Q- Are the various functions (offers, booking, cancellation etc) well integrated on thisweb
portal?












Q) Travel bookings are cheaper on this tourism website.


Agree
34%
Disagree
14%
Strongly
Disagree
12%
Strongly Agree
24%
Neutral
16%

Q-) Payment made are refunded easily in case of cancellation.
A gr ee
34 %
Di sag r ee
12%
St r o ng l y
Di sagr ee
12 %
St r o ng l y
A g r ee
24 %
Neut r al
18 %
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Agree
42%
Disagree
12%
Strongly
Disagree
12%
Strongly Agree
20%
Neutral
14%

Q-) The services provided by this tourism website are excellent.


Agree
28%
Di sagree
12%
Strongl y
Di sagree
12%
Strongl y Agree
34%
Neutral
14%

Q-) On time availability of mode of travel (Train/Flight) is better on this web portal.
Agree
34%
Disagree
14%
Strongly
Disagree
12%
Strongly Agree
20%
Neutral
20%

Q-Are customer executives always available ( 24*7) for solving queries?
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Agree
34%
Disagree
12%
Strongly
Disagree
20%
Strongly Agree
14%
Neutral
20%

Q-) Offers launched on occasions provide better package than other web portals.




Agree
34%
Di sagree
14%
Strongl y
Di sagree
12%
Strongl y Agree
26%
Neutral
14%

(For users using MakeMyTrip)

Q- It is easy to register on this web portal.

Agree
26%
Disagree
32%
Strongly
Disagree
18%
Strongly Agree
12%
Neutral
12%

Q. Organization of information is clear on this website?
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Agree
20%
Di sagree
32%
Strongl y
Di sagree
20%
Strongl y Agree
12%
Neutral
16%

Q- Are the various functions (offers, booking, cancellation etc) well integrated on this
web portal?
Agree
16%
Di sagree
32%
Strongl y
Di sagree
24%
Strongl y Agree
14%
Neutral
14%

Q- Travel bookings are cheaper on this tourism website.
Agree
30%
Di sagree
26%
Strongl y
Di sagree
12%
Strongl y Agree
16%
Neutral
16%

Q- Payment can be made with any banks debit/credit card without any issues?

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Agree
28%
Disagree
20%
Strongly
Disagree
12%
Strongly Agree
20%
Neutral
20%







Q- The services provided by this tourism website are excellent.
Agree
24%
Disagree
38%
Strongly
Disagree
12%
Strongly Agree
14%
Neutral
12%

Q- On time availability of mode of travel (Train/Flight) is better on this web portal.
Agree
26%
Disagree
24%
Strongly
Disagree
24%
Strongly Agree
12%
Neutral
14%

Q- Any kind of additional services like car, hotel services is better on this web portal.
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Agree
17%
Disagree
26%
Strongly
Disagree
21%
Strongly Agree
17%
Neutral
19%


Q- Are customer executives always available ( 24*7) for solving queries?

Agree
24%
Disagree
20%
Strongly
Disagree
16%
Strongly Agree
24%
Neutral
16%

Q- Do the executives follow up in case they are not able to answer any query?

Agree
14%
Disagree
24%
Strongly
Disagree
28%
Strongly Agree
12%
Neutral
22%

Q- Regular festive offers launched are better on this web portal.
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Agree
22%
Disagree
28%
Strongly
Disagree
12%
Strongly Agree
26%
Neutral
12%

Q- Offers launched on occasions provide better package than other web portals.


Agree
34%
Disagree
28%
Strongly
Disagree
14%
Strongly Agree
12%
Neutral
12%

CONCLUSI ON
Due to the recent nature of this phenomenon there was unavailability of secondary data in
the Indian industry, thus primary research was relied upon. The analysis and understanding
derived from selected companies were used to generalize for the industry as a whole. This
report should help in understanding how the market structure is predicted to change in the
Indian travel industry. It was noticed that the use of both the travel websites by their
potential customers were under tough competition. In order to have more clear
understanding of the study a survey was done with total forty four people out of equally
were divided among the two website users. As per the results of this survey it was noticed
that majority of customers were satisfied with the travel portals and out of which they found
Yatra.com to be more continent and better option when compared to MakeMyTrip.com. As
per the customers experience and knowledge they shared out many reasons for giving such
preference to yatra.com. Following are few reasons for their preference listed down by the
experienced users of both the travel portals:
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The information on Yatra portal is much more clear and adequate than MakeMy Trip.
The price variation of both the portals as per the services offered.
The services offered by Yatra are better than MakeMyTrip.
The Yatra portal exclusive work more efficiently when it comes to the customer benefits
and offers.
Also a full exploitation of the potential for market transparency will only fuel the further
growth of the market for travel services through their portals. At the same time the impact of
market transparency on prices is that the prices are driven lower leading to a price war
between the travel agents, as the consumers are able to discover and purchase the lowest
available fares. Moreover, an increase in market transparency is associated with a decrease
in the costs of information search and, consequently, it also tends to increase consumers
willingness-to-pay.The frameworks outlined in this project should be helpful to support
decision-making processes while shaping strategies to react or take opportunity of the fast
changing world of the travel industry. Moreover, the strategies adopted by the travel agents
are not just based on their willingness to do so but are also constrained by their analysis of
resources and capabilities and amounts of investments required. During all these
developments the size of the consumer base has increased as the low prices, better services
attract more travelers to this industry completing the entire cycle of events. Thus,
Concluding it was clearly identified through this study of two web portals that both Yatra
and make my trip are very tough competitors of each other. Both the websites are having
equivalent benefits for their customers in order to satisfy them. But still under this project
we have gone through the in depth study of both the websites and found that Yatra.com is
more efficiently capable to satisfy its customers when compared to MakeMyTrip.com.
BIBLIOGRAPHY
WEBSITES REFERRED:
www.google.com
www.yatra.com
www.makemytrip.com
www.wikipedia.com
www.tourism.gov.in
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www.Hotelmarketing.com
www.m-travel.com
BOOKS REFERRED:
Yatra Journals and various Marketing Books.
Industry presentations for the Internet Marketing E-Commerce & Competence Capabilities and Competitive
Strategies
Magazines such as Outlook Traveler, Travelers India, etc.