Leisure Time Traveling Behavior in India

1. LEISURE TIME
TRAVELLING
BEHAVIOR
Presented by: Group 9
Sumeet Mittal(171)
K Naresh Kumar(172)
Ashish Sharma(173)
Gourav Kumar Bhut(174)
Anurag Nair(175)
Shashank Sharma(176)

2. FLOW OF PRESENTATION
Introduction
Demographic Factors
Reasons for boom in travel industry
Consumer Preferences
Industry overview
Elements for leisure time travel
Major players in travel Industry in India
Concerns in leisure travel
Objectives
T-test analysis
Methodology
ANOVA Test analysis
Tools Used for analysis
Conclusion

3. INTRODUCTION
• Leisure as a part of human existence
-
significant meaning and impactful.
• Integrated in work life as a means of
enhancement of the quality of life per se.
• Tourism – one of the most important
leisure time activity.
• Tourist – Leisure time travel, business &
Other purposes.

4. REASONS FOR BOOM IN TRAVEL INDUSTRY
Work-place is invading
into the private lives
Knowledge,
Disposable
Income,
Accessibility,
Social Media
Tremendous
pressure on
individuals
Constant tussle that
most working people
undergo

5. INDUSTRY OVERVIEW
Travel and tourism - largest service industry in India.
Parameter
Value
Foreign tourist arriving in India
5.11 mn Nos.
Indian nationals departure from
India
11.07 mn Nos.
Domestic tourist visits to all
states/ Uts
650.04 mn Nos.
Foreign Exchange Income through Tourism
In INR terms
Rs. 549.6 billion
In US $ terms
US $ 11.39 billion
Source: http://www.dnb.co.in/Travel_Tourism/Indian_Travel_and_Tourism_Industry.asp

6. MAJOR PLAYERS IN TRAVEL INDUSTRY
IN INDIA

7. OBJECTIVES
To study the travelling behaviour in terms of its Characteristics, factors
affecting the traveller and Trends visible in them.
To understand the customer need and factors driving their behaviour.
To study the parameters that customer expects during leisure time travel.
Strategies to enable a new entrant, to capitalize the opportunity
prevailing in the market and establish itself and gain in market share.

8. METHODOLOGY

9. TOOLS USED FOR ANALYSIS
Tools for analysis:
Tables, Pie Charts and
Bar diagrams.
Tools: SPSS and EXCEL
ANOVA test, T-test,
hypothesis

10. DEMOGRAPHIC FACTORS
Age
•
•
•
•
•
16 – 22
23 – 29
30 – 36
37 – 43
44 – 50
Occupation
•
•
•
•
•
Services
Student
House wife
Business
Unemployed
• Male
Gender
• Married
• Female
Marital
Status
Monthly
Income
•
•
•
•
•
< 25000
25000 – 50000
50000 – 75000
75000 – 100000
> 100000
• Unmarried

11. Occupation 10%
Gender
Marital Status
20%
Male
Married
80%
Unmarried
Female
Monthly Income
33%
67%
House Wife
Business
16-22
8%
25000 - 50000
23%
50000 - 75000
75000 - 100000
> 100000
23-29
22%
4%
3%
27%
>50
4%
37%
30-36
44-50
54%
7%
37-43
20%
31%
Student
Age
< 25000
5%
Services
45%

12. FEMALES SECURITY CONCERNS WHILE
TRAVELLING
35
30
25
20
Never
Sometimes
15
Always
10
5
0
yes
no

13. RELATION BETWEEN TRAVEL FREQUENCY
& MONTHLY INCOME
16
14
12
10
8
monthly
6
quaterly
4
half yearly
2
annualy
0

14. MONTHLY INCOME VS TRAVEL EXPENSES
20
18
16
14
12
<25000
25000-50000
10
50000-75000
75000-100000
8
>100000
6
4
2
0
<5000
5000-15000
15000-25000
25000-35000
35000-45000
>45000

15. CONSUMER PREFERENCE
Season of travel
Modes Of transport
• Spring
• Summer
• Winter
• Rain
• Fall
•
•
•
•
Destination
Source Of Information
• Hill Stations
• Short Getaways
• Beaches
• Religious Places
• Natural Heritage
• Wildlife Sanctuaries
•
•
•
•
Roadways
Waterways
Airways
Trains
Internet
Word of mouth
Travel Magazine
Travel Channel

16. Wildlife
Sanctuarie
s
19%
Season
Spring
25%
Fall
4%
Rain
5%
Summer
30%
Destination
Hill
Stations
30%
Beaches
21%
Natural
Heritage
15%
Winter
36%
Religious
places
8%
Source of Information
Travel
Magazine
1%
Word
Of
Mouth
41%
Short
Getaways
7%
Travel
Channel
6%
Internet
52%

17. DESTINATION PREFERENCE WITH….
Parents:
•
•
•
•
•
Colleagues:
•
19%
•
20%
•
6%
•
12%
•
19%
•
15%
•
9%
14%
•
10%
26%
•
9%
9%
•
5%
5%
•
22%
20%
•
24%
12%
•
19%
•
•
10%
•
Friends:
15%

18. CONSUMER WHOSE OCCUPATION IS
BUSINESS & SERVICES
Consumer preference
18
16
14
12
10
8
Consumer preference
6
4
2
0
Relaxation
Experience
Shopping
Escape
Social

19. GRADUATE & SERVICE VS MODES OF
TRANSPORT
Graduate & Service
40
35
30
25
20
15
10
5
0
Airways
Roadways
Railways
Modes of transport
Waterways

20. ELEMENTS FOR LEISURE TIME TRAVEL
DEMOGRAPHIC
Geographical
Local Food
Weather
Culture
Natural
Beauty
Shopping
Historical
Importance

21. CONCERNS IN LEISURE TRAVEL
Safety
Expense
Health
Connectivity

22. INDEPENDENT SAMPLE T-TEST
•
T-Test was carried out where grouping variable is gender & test variable
are parameters rated according to their importance during leisure travel by
respondents.
Null Hypothesis(H0)= there is no difference in preferences amongst male
and female
Alternate Hypothesis(H1)= there is difference in preferences amongst male
and female
As P-value is greater than 0.05 so, we accept the null hypothesis.

23. T-Test was carried out where grouping variable is gender & test
variable are elements that respondents look forward to during
their leisure travel.
Null Hypothesis(H0)= there is no difference in preferences amongst
male and female
Alternate Hypothesis(H1)= there is difference in preferences
amongst male and female
•
The P-value is greater than 0.05 in all cases except for shopping
destination & historical importance as elements to look for during
leisure travel. Thus, null hypothesis is rejected in these cases.

24. •
T-Test was carried out where grouping variable is marital status & test variable are
elements that respondents look forward to during their leisure travel.
Null Hypothesis(H0)= there is no difference in preferences among married &
unmarried people
Alternate Hypothesis(H1)= there is difference in preferences among married &
unmarried people
The P-value is greater than 0.05 in all cases except for local culture as an element to
look for during leisure travel. Thus, null hypothesis is rejected in this case.

25. ANOVA TEST
•
Anova Test was carried out where independent variable is age group & dependent
variable are parameters rated according to their importance during leisure travel by
respondents.
Null Hypothesis(H0)= there is no difference in preferences for various age groups
Alternate Hypothesis(H1)= there is difference in preferences for various age groups
As P-value in all the cases is greater than 0.05 so, we accept the null hypothesis.

26. •
Anova Test was carried out where independent variable is monthly income group &
dependent variable are parameters rated according to their importance during
leisure travel by respondents.
Null Hypothesis(H0)= there is no difference in preferences for various income groups
Alternate Hypothesis(H1)= there is difference in preferences for various income
groups
The P-value is greater than 0.05 in all cases except for cost & safety
parameters. Thus, null hypothesis is rejected in these cases.

27. •
Anova Test was carried out where independent variable is age group &
dependent variable are elements that respondents look forward to
during their leisure travel.
Null Hypothesis(H0)= there is no difference in preferences for various age
groups
Alternate Hypothesis(H1)= there is difference in preferences for various
age groups
As P-value in all the cases is greater than 0.05 so, we accept the null
hypothesis.

28. •
Anova Test was carried out where independent variable is monthly
income group & dependent variable are elements that respondents look
forward to during their leisure travel.
Null Hypothesis(H0)= there is no difference in preferences for various
income groups
Alternate Hypothesis(H1)= there is difference in preferences for various
income groups
As P-value in all the cases is greater than 0.05 so, we accept the null
hypothesis.

29. •
Anova Test was carried out where independent variable is monthly income group &
dependent variable is budget per individual that the respondents are willing to
spend on their travel.
Null Hypothesis(H0)= there is no difference in preferences for various income groups
Alternate Hypothesis(H1)= there is difference in preferences for various income
groups
As P-value is less than 0.05 so, null hypothesis is rejected.

30. CONCLUSION
•
For consumer of lower income group cost and safety are major concerns.
•
Amount per individual spend on leisure activity for lower income group is
comparatively lower .
•
Female prefer shopping destination .
•
Males prefer to go to places of historical importance.
•
Local culture as an element varies on marital status.
•
Female while travelling in India prefer a male companion but while
travelling to foreign destination the same trend is not followed.

31. CONCLUSION
•
Business and service sector people go on leisure travel with a motive of
relaxation and escape from mundane day to day life.
•
With Graduation and service as a parameter the mode of transport
preferred by most is waterways followed closely by roadways and airways.
•
People prefer to go to religious destinations with their parents and to hill
stations & beaches with friends or spouse.
•
Frequency of the travelling increase with the increase in monthly income.

32. LIMITATIONS
•
Small sample size of 119 respondents
•
Survey in Delhi only
•
Biasness due to convenience sampling

33. REFERENCES
•
http://www.dnb.co.in/Travel_Tourism/Indian_Travel_and_Tourism_Industr
y.asp
•
The diversity of travel behaviour: motives and social interactions in leisure
time activities by Stauffacher M., Schlich R., Axhausen K. W., Scholz R.W.
•
Leisure – meaning and impact on leisure travel behavior by Umashankar
Venkatesh
•
Fodness, Dale and Brian, Murray (1999) ‘A model of tourist information
search behavior’,
•
Journal of Travel Research, 37:February, 220-230.
•
Crompton, J.L. (1979) ‘Motivations for pleasure vacations’ Annals of
Tourism Research, 6:4, pp. 408-424.