My Antonia

The book, My Antonia, by Willa Cather is a superlative piece of realism and vivid storytelling. The novel relates, through the eyes of narrator, Jim Burden, the fact-based story of a Bohemian girl, Antonia Shimerda, thrown into rugged farm life. The colorful and sensible traits of the title character, combined with a memorable theme, endear this book to all who open its cover. The first of these traits is the virtue of caring. Antonia watched over the children of her employer as if they were her own. She frequently acquainted them with the vibrant stories from her childhood and comforted them in their time of trouble. Additionally demonstrating her loving qualities, she was never ashamed of her illegitimate child and was always an exceptional mother. Finally, Antonia fiercely defended her family against insult, even to the points of vowing never to again notice one of her friends. Clearly, Antonia was the epitome of this virtue. Perseverance is the next attribute which had been perfected by this young Bohemian. She always did the constant manual labor that was necessary to run the farm well. On the other hand, insisting to go to the â€Å"dances† every night, Antonia started neglecting her work. Also, she persisted in seeing boys whom she hardly knew; this habit eventually cost Antonia her job. Antonia is surely an example that persevering is not always a first-class quality of character. Another personality characteristic of Antonia is her naivety. She persisted in traveling to Denver to marry a flighty young man, who, shortly after, left her and their unborn child. Additionally, trying to fit in, Mrs. Shimerda began to always dress like the other girls. Through this sample, it is obvious that this Bohemian, although mature in some ways, was ignorant of the seriousness of life. My Antonia The book, My Antonia, by Willa Cather is a superlative piece of realism and vivid storytelling. The novel relates, through the eyes of narrator, Jim Burden, the fact-based story of a Bohemian girl, Antonia Shimerda, thrown into rugged farm life. The colorful and sensible traits of the title character, combined with a memorable theme, endear this book to all who open its cover. The first of these traits is the virtue of caring. Antonia watched over the children of her employer as if they were her own. She frequently acquainted them with the vibrant stories from her childhood and comforted them in their time of trouble. Additionally demonstrating her loving qualities, she was never ashamed of her illegitimate child and was always an exceptional mother. Finally, Antonia fiercely defended her family against insult, even to the points of vowing never to again notice one of her friends. Clearly, Antonia was the epitome of this virtue. Perseverance is the next attribute which had been perfected by this young Bohemian. She always did the constant manual labor that was necessary to run the farm well. On the other hand, insisting to go to the â€Å"dances† every night, Antonia started neglecting her work. Also, she persisted in seeing boys whom she hardly knew; this habit eventually cost Antonia her job. Antonia is surely an example that persevering is not always a first-class quality of character. Another personality characteristic of Antonia is her naivety. She persisted in traveling to Denver to marry a flighty young man, who, shortly after, left her and their unborn child. Additionally, trying to fit in, Mrs. Shimerda began to always dress like the other girls. Through this sample, it is obvious that this Bohemian, although mature in some ways, was ignorant of the seriousness of life.

Explain the principle psychological perspective Essay

Behaviourist A perspective means a way of seeing things. Behaviourist is the first approach in this criterion. Behaviourist is the study of human minds, they study behaviour. The behaviourist sees the brain as a black box, this is because as they study animals it is easy to experiment, and they think that humans and animals are similar. The behaviourist wanted to become scientist, which is why they carried out the experiment. Although JB Watson (1887) was the founder of this theorist he studied the work of Ivan Pavlov (1849-1936). Pavlov did an experiment once on a dog. The dog salivated every time Pavlov came to the lab with the food. The dog then started associating the time, the bell and the brown coat. This kind of association is called classic conditioning. JB Watson also once experimented on a little boy called Albert. JB Watson taught Albert to have fear of the rats. Albert had a white fluffy rabbit. One day a white rat came pass Albert, but Albert did not seem to be frightened. JB Watson stood behind Albert’s back with metals. Every time the rat went pass JB banged the metals and Albert was startled, JB did this couple of times until Albert was scared of the rat, however Albert was not only scared of the white rat, it was also scared of his white fluffy rabbit as them to animals has the same colour. BF Skinner was also another behaviourist theorist, he did an experiment on a rat in a cage, he put some food on the food pallet for the rat, the rat accidently put its foot on the lever and food came out. So the rat did this few time and knew that if the rat puts the foot on the lever food would come out, this type of experiment was positive reinforcement. On the opposite Skinner experimented on the negative reinforcement. Skinner investigated this by giving the rat a small electric shock whenever it pressed the lever. The consequence of lever pressing was experienced as unpleasant, so the rat learnt to stop pressing the lever. Psycho dynamic Freud ( 1856-1939) and Erikson(1902-194) are two men who came up with the psycho dynamic theory. Freud said that we humans are like animals driven by basic biological natures. He came up with the psyche idea. He said that the psyche idea had three stages, ID means the basic animal instinct, for example, eating sleeping and reproducing, SUPER EGO means morality and EGO means reality and logic. It is said that Freud was the earliest thinkers to bring public attention the idea that us humans are not always aware of some aspects in our lives. He believed that we lock up memories that we do not want to remember or feeling that we do not want to expose somewhere in our brains. He referred consciousness to a tip of an iceberg. He referred pre consciousness at the middle of the ice berg and he also referred unconsciousness as at the bottom of the iceberg. He also came up with defence mechanisms. He knew that when people do not want to remember things, they want to deny it. This mechanism has five stages. Denial is when a person reject the thought or feeling, repression is when we push down the bad memories to the unconsciousness however it could leak at some points. Projection is when a person pushes the social unacceptable thoughts or feelings to someone else. Rationalisation means making excuses and lastly sublimation is putting all the energies onto something else. Freud also came up with the early experience; he came up with this idea which has five stages. Oral means mouth, anal means anus, phallic is a Latin word for penis, latent which means resting and genital which means private parts. Erikson agrees with Freud however he thought that this continues throughout our life time and were essentially social in nature. Social Learning Theory The theorist of social learning theory is bandura. He is said to be sympathetic towards behaviourist. Although bandura does not criticize, he tells the behaviourist to build up to it. Bandura agrees with the positive reinforcement. Albert bandura said that leaning takes place in social situations, such as in the family or with friends and other people. How Skinner came up with positive reinforcement, Albert came up with vicarious reinforcement, this means when people observe and get affected. For example, Barbara is good to her mother and the father praises her, her sister is observing it but she gets affected by how she is getting treated by her parents, Barbara’s sister was vicariously reinforced. The other idea bandura came up with was role model and modelling. The people we learn from are our role model but the process of imitating the person is called modelling. Modelling has five stages, attention, which is when a person is attracted to a celebrity or a person they reall y like. Retention is when the person is keeping the likeness inside them, reproduction is when he person copies the behaviour, motivation is when the person is tempted to do what the celebrity does and lastly self efficacy is when the person is confident in one area. It is said that we do not imitate all behaviour we observe and remember. Humanistic This approach has been found by two theorist called Carl Rogers (1902-1987) and Abraham Maslow. Carl Rogers (1902-1087) theory is based on clinic and it is also based on the years he has been dealing with different clients with different problems. Rogers sees people as good and he thinks that â€Å"good mental health is a natural progression of human development†. This quote shows that he is stating that human being instinctively know what is bad and what is not. Rogers came up with an idea of an actualisation theory. This is the natural motivation that every human being has. For example, we as human beings try to do very risky things, such as flying to the moon. Some of our hobbies is to create music and paint pictures, we do all because we want to be the best we can, achieve and become successful in the future. He also came up with the idea of unconditional positive regard; he said that this is when people like you, because of who you are regardless of your performances and conformity. The opposite of this is conditional positive regard, which simply explains when someone likes you if their expectations are fulfilled. In other words, Rogers believed that some of the people feel wanted and belonged when they fulfilled other people’s expectations and that is when they develop conditional self regard. Cognitive Approach Cognitive approach is found by three theorist, Jean Piaget, Kelly and beck/Ellis. With the invention of computers and other aids brain activities was like the operation of a computer. Loads of researches have been devoted to understand the process of cognitive, such as attention, memory information processing and problem solving. Jean Piaget came up with an idea related to how people develop throughout their lives. He came to a conclusion that cognition develops through a series of stages. There are four stages that Piaget has mentioned in the theory. The first stage is called the sensory motor, it means that babies from 0 to 2 are experiencing through motor and the sense. stage 2 is the pre operational, this is when children from 2 to 7 develop languages along with the memory, stage 3 is the concrete operational which means that the child can now understand conservations but cannot solve problems yet. The last stage is the formal stage, this is when the children can abstract thought s and present problems of their own and other people. Biological Approach The theorist of this theory is called Arnold Gessel (1880-1961), Gessel came up with the idea is that people are born with a set of genes and the genes carries different personalities, so the theorist is stating that behaviour does not to do with environment and what can of people you socialise with but it is to do with the genes the person is born with. This is quite different to the humanistic approach where the effectiveness of nurture is paramount. Gessel believes that as the baby is being formed in the womb of the mother, for example, the heart being first to form. As the child develops the genes allows to flower over the person. The theorist came up with the genetic influences on behaviour idea. He thinks that genes effect behaviour in many ways, some illnesses such as Huntingdon’s disease is caused by the genes caused by the parents genes or the genes from the family. This disorder will change the person’s behaviour, for example, they will speak in appropriately and they will become aggressive.

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Report on Burberry's Success- the 4 P's of marketing Essay

Report on Burberry's Success- the 4 P's of marketing - Essay Example It has also been noticed that the products under the Prorsum collection had been widely consumed by the celebrities such as Kate Moss, Stella Tennant and Mario Testino among others. During recent years, the brand has introduced another line of products known as the Burberry Brit. It is worth mentioning that in the year 2009, the Burberry Brit collection had contributed to almost 80% of the total sales of the company. Other than apparels, the brand also offers a wide range of leather goods such as bags and shoes. The brand offerings also include a variety of fashionable accessories such as scarves and travel and laundry bags, sunglasses, and key rings among others. The brand also marks its presence in the children wear segment in the global fashion industry (Nomura Equity Research, 2012; Liberum Capital, 2011). Price The products offered by Burberry are mostly high-end products which are quite expensive and appear under the tag of Burberry Prorsum. However, the products that appear under the tag of Burberry Brit are relatively low-end products in terms of its price range. For instance, similar products under the Prorsum collection may cost quite less than that under the Brit collection (Nomura Equity Research, 2012). Illustratively, the price of Burberry Prorsum trench coats for women ranges from US$ 1500 to US$ 3000. The price of women shirts of Burberry Prorsum ranges from US$ 295 to US$ 1000. ... The price for boy’s coats ranges from US$ 175 to US$ 1300 and that of girl’s coats ranges from US$ 195 to US$ 295 in the children section (Burberry, n.d.). Place Burberry has a worldwide presence and operates in various places all over the globe. Within European region, the brand has been operating in several countries such as Australia, Belgium, Bulgaria, Germany, France, Italy, Spain, United Kingdom, Switzerland and Netherlands among others. In America, the brand has been carrying out its business operations in Brazil, Canada and United States among others. Apart from these western markets, the brand has a significant presence within the Asia Pacific and Middle East region as well (Burberry, n.d.). However, in terms of flagship markets, the brand is not quite prominent in the global market. In this respect, the brand can be learnt as opting to start off various flagship stores in the mainland as well as other places. It is worth mentioning that the brand has inaugurat ed almost 26 new stores in the mainland during the years 2010 and 2011. This includes the flagship stores in Beijing as well. Apart from these, the brand also included almost 39 concession stores. In relation with the flagship cluster strategy, the brand can be learnt to commence its new stores, especially in the high profile markets (Scribd Inc, 2012). Promotion During the recent times, Burberry had been widely utilising the digital media for its promotional purpose. This strategy facilitated the brand to have better communication and connectivity with the targeted young group of customers and also to enhance the brand awareness amid the market. The brand also introduced its website known as the Burberry World which assisted the customers to improve their

Social penetration theory Essay Example | Topics and Well Written Essays - 2000 words

Social penetration theory - Essay Example For purposes of this analysis, cognitive dissonance will be understood as a process whereby the advertiser is able to evoke a key level of differential, as well as direct and indirect appreciation for this, within the mind of the individual who is impacted by such advertising. Although seeking to measure such a dynamic and marketing and psychological advertising would necessarily require a dissertation length response, this brief analysis will seek to engage the reader with an understanding of how celebrity within advertising works to create a more favorable impression with regards to the imagery and understanding of the product itself. Furthermore, as a means of performing such an analysis, it will be necessary to engage the reader with a discussion and appreciation of the means by which consciousness, social psychology, and motivation (as well as many subcategories of each of these) all work together to affect such an end in the minds of the potential consumer. Moreover, three spec ific academic studies will be utilized as a means of drawing inference upon the hypothesis of this research which regards the understanding that celebrity influences a great deal upon the level in which a potential consumer has to interact with the given good/service/product. Likewise, the first of these studies which will be engaged is with respect to the level to which consciousness factors into the way in which the potential consumer engages with celebrity endorsement and/or celebrity suggestion. This helps to focus a level of analysis upon the ultimate degree to which cognitive dissonance can be affected within a celebrity endorsement. Ultimately, the way in which the marketer seeks to portray overall consciousness within a product offering is almost invariably linked to an identification of self awareness. For instance, the article in question â€Å"Celebrity Selection & Role of Celebrities in creating Brand Awareness and Brand Preference† elaborates upon the way in which a

Was Geoffrey Chaucer Machiavellian Essay Example | Topics and Well Written Essays - 750 words

Was Geoffrey Chaucer Machiavellian - Essay Example In this respect, they have greatly influenced leadership models that have been adopted through time. Emergent philosophers have also borrowed heavily from the insights that were initially put forth by this philosopher. Perhaps the most pronounced in this regard was Geoffrey Chaucer. Notably, his life was greatly influenced by the Machiavellian principle. It is against this background that this paper provides an explicit review of how Chaucer exhibited Machiavellianism. To enhance coherence, it begins by underscoring the principles of this philosophy. Basically, Machiavellian principle places great emphasis on the concept of governance. In particular, it addresses the notion of idealism and suggests informative ways through which the government of a given population can operate with utmost ease. In detail, this philosophy advocates for a type of leadership that is manipulative, objective and overly dictatorial. The chief proponent of this philosophy proposes that any mode of governanc e needs to be augmented by the services of a strong army. He posits that this offers a strong basement upon which a strong state can be established. With respect to virtuous living, Machiavelli believes that no leader can be virtuous enough to satisfy the expectations of all his subjects (Pearsall 59). Nonetheless, leaders need to strive towards attaining virtuous living in order to maintain credible performance and safeguard their reputation. A review of Chaucer’s life, works and general philosophy indicates that he is Machiavellian. He borrows heavily from the preceding principles and seemingly, these inform his decisions, career, education, social life and general way of life. In his biographical review, Pearsall indicates that Chaucer came from a well to do economic background (Pearsall 61). Probably, his father was one of the richest merchants in the region. This enabled him to attend good schools and gain quality education from a very tender age. From this point of view , his background was already grounded on the Machiavellian propositions regarding a strong army. Strength in this regard can be defined in terms of knowledge, strength and expertise. His strong education implies that Machiavellianism greatly influenced his decisions from the very initial stages of his life. In 1357, he enrolled in the house of Elizabeth to perform court responsibilities. Historical evidence indicates that persons from the middle class faction were mostly placed in these positions in order to familiarize themselves with the duties of the royalty. After two years, Chaucer was recruited to serve in the army under the leadership of Edward III. Although he was captured during the offensive at Reims, he was ransomed later on. Then, he was given a chance to serve in diplomatic missions and effectively represented the government abroad. At this point, it is worth appreciating that his career life revolved around serving in governance and in the arm. From their point of view , Chaucer and Larry ascertain that elative decisions were informed by the need to remain assertive in the society (Chaucer and Larry 71). Typically, the roles of the army tend to involve violence and fighting. Cruelty and objectivity are notions that are intrinsic to the values and attitudes that are assumed by the army men. From this consideration, it is certain that Chaucer’s career related decisions were greatly influenced

Too big to fail Movie Review Example | Topics and Well Written Essays - 250 words

Too big to fail - Movie Review Example The television movie was based on a book by Andrew Ross Sorkin entitled Too Big to Fail: The Inside Story of how Wall Street and Washington Fought to Save the Financial System – and Themselves. In essence, the book and the movie discussed the issue of how the banks were careless in their lending practices leading to accumulation of worthless and toxic paper assets (Sorkin 2) which threatened their viability but are now in a bind expecting government to help them out somehow through a bailout, arguing they are too big to fail without seriously affecting the entire banking system (HBO, 2014). Their argument is a form of blackmail to government to act decisively soon: help us or clean up the entire mess. The movie revolves around the two old and venerable investment banks of Merrill Lynch and Lehman Brothers; the former found a white knight savior in Bank of America but Lehman Brothers was more problematic to solve. Two issues are paramount in this movie that require some ethical thinking: should banks engage in risky lending practices (moral hazard) that results in a failure of free market capitalism and secondly, if taxpayers money should be used to benefit a few people (are tax dollars used wisely or not? and are bailouts helpful or not?). Easy credit was the cause of the 2008 financial crisis but cutting off credit into a crunch can worsen the recession into possibly a new depression like in 1929 (Kinsley, para. 4). Kinsley, Michael. â€Å"Economic Crisis Unfurls in Hushed Suspense.† The New York Times, 22 May 2011. Web. 14 July 2014.

Journal Entry Essay Example | Topics and Well Written Essays - 500 words - 4

Journal Entry - Essay Example This essay discusses that the patients had to be given a bath and medications at the appropriate time. In addition, patients needed someone they could talk to about their fears and families. Nurses should endeavor to provide high-quality care for their patients.  This essay discusses that the patients had to be given a bath and medications at the appropriate time. In addition, patients needed someone they could talk to about their fears and families. Nurses should endeavor to provide high-quality care for their patients.   As a person, I have always demonstrated a lot of patience and understanding. One of the reasons for joining the nursing profession was as a result of the empathy that I feel towards people who are suffering. This enabled me to understand that the demanding nature of the patient was as a result of the fears that he had. For example, it was evident that he feared being separated from his family. I was able to empathize with him because I have seen people close to me behave in a stubborn manner an attempt to mask their fears.   An encounter with a teenage girl who was about to deliver a baby helped to change my worldview about the use of contraceptives and abortion among teenagers. I have always believed that teenagers should not have access to contraceptives because it encourages them to engage in sex when they are not prepared to handle the consequences. Moreover, I used to have conservative views about abortion. However, the patient revealed that had it not been for the support of her family, then she would have been forced to terminate the pregnancy because she realized that a baby would significantly affect her ability to realize her dreams. In addition, she regretted not having been educated about the use of contraceptives.                    Ã‚  

Discussing the key points of the movie Essay Example | Topics and Well Written Essays - 500 words

Discussing the key points of the movie - Essay Example The main point of this movie is about doing a favor for someone and then expecting that good deed to be paid forward. Unconsciously, Trevor’s act of kindness was paid forward to many people. It was a cycle and an act of kindness which was unbroken, reaching people he did not know and who did not know him. But indeed, it started with his act of kindness. One of the other main points which have to be considered for this movie is the bravery which Trevor took on in his act of kindness. His good deed could have been scoffed and rejected by other people. This was a risk he took when he paid the favor forward, but he took the risk anyway. He was resolute in his belief that his good deed would merit more good deeds from other people; and this braveness and firm resolution became infectious, and was able to transcend his simple act of kindness. Another important point of the story is that people are basically good and kind. All that is needed perhaps is a trigger for this kindness to emerge. The trigger was Trevor. Even if people were most likely scoffing at his plans and his acts of kindness, deep inside, they probably also wanted to see how their own acts of kindness would affect other people. This goodness can emerge when people are also brave enough to pay a favor forward. A single act of resolute braveness can change a person’s mindset. It can transform him from a cynical person to one who is more inclined to believe in people’s basic goodness. These various points resonate in society today, in the sense that, it is also difficult and seemingly unimaginable for people to extend acts of kindness to other people. There is a certain cynicism among people about paying a favor forward or even basically doing a simple act of kindness. Some find it corny, others immediately ask what is in it for them, and others ask what the act of kindness would cost them in the future. It is with these cynical beliefs which make it also difficult to

Optimism and Health Benefits Essay Example for Free

Optimism and Health Benefits Essay â€Å"Even the darkest night will end and the sun will rise.† This quote from Victor Hugo is a perfect example of optimism. When someone is optimistic, they have a disposition or tendency to look on the more favorable side of events or conditions and to expect the most favorable outcome. Optimism is simply a mental game. The brain can interpret situations or events as being optimized; meaning that some factors may not be fully comprehendible, yet having confidence that the present moment is in an optimist state. This understanding, although criticized by counter views such as pessimism, realism, and idealism, leads to a state of mind that believes everything is as it should be. With optimism, someone contains hopefulness and confidence about the future or the successful outcome of something. Not only does optimism give someone confidence, it also provides many health benefits and a sense of purpose in life. â€Å"Is your glass half empty, or half full?† This saying is a common idiom that illustrates optimism versus pessimism; an optimist is said to see the glass half full, and a pessimist sees the glass as half empty. Winston Churchill provides another unique understanding of this idea: â€Å"The optimist sees opportunity in every danger; the pessimist sees danger in every opportunity,† The defining characteristic of pessimists is that they tend to believe bad events will last a long time, will undermine everything they do, and are their own fault. The optimists, who are confronted with the same problems of the world, think about misfortune in the opposite way. They tend to believe defeat is just a temporary setback. Provoked by a bad situation, they perceive is as a challenge to try harder. If the thoughts that run through one’s head are mostly negative, their outlook on life is more likely to be pessimistic. There is nothing better in life than having a peace of mind that no matter what the troubles are that life may bring, everything will be okay and that life has so much to offer. Unfortunately this peace of mind does not happen over-night, it takes years of trials and experience s to be able to see the bright side of any given situation. People are not automatically born with optimism; they have to experience negative circumstances in order to find the strength to be optimistic in general. Without hardships, optimism would not grow. Optimism often starts with self-talk. These endless streams of unspoken thoughts can either be positive, or negative. Optimism does not mean that one keeps their head in the sand and ignore life’s less unpleasant situations, it just means that the approach to the unpleasantness is in a more positive and productive way. With this approach to any given situation, stress can be reduced. Often time’s people upset themselves over something minute, causing a lack of sleep, unhealthy eating habits, hostile mood, etc. What they do not know is that with a simple thought of, â€Å"I can do this,† or â€Å"It will be okay,† their whole stream of thoughts eventually start following that positive pattern, changing their whole mood, reducing stress, and increasing their chances of overcoming obstacles. Not only does an optimistic view reduce stress, it also decreases the risks of cardiovascular disease, hypertension, and infections. Optimism itself, not just its association with happiness, lowers anxiety, thus causing less hostility, and has the potential to lower the risk of a stroke. U.S. researchers followed more than 97,000 women for about eight years. Measures of optimism and cynical hostility were strongly associated with these outcomes: Optimists had a lower incidence of heart disease and total mortality. Conversely, cynical hostility, which is a lack of confidence and increased bitterness, was associated with both higher overall mortality and cancer-related effects. Along with positive health benefits, optimism also gives someone a sense of purpose. American psychologist, Salvatore Maddi, co-author of Resilience at Work: How to Succeed No Matter What Life Throws at You, extensively studied what makes executives tough in the face of work-related stress. He found that the healthiest of executives shared three characteristics: a feeling of commitment, a sense of control in their lives, and an acceptance of life’s stressful moments as challenges rather than threats. This research confirms that having a sense of commitment to a purpose does not merely give someone meaning; it makes them more resistant to the impact of stressful living. This view on optimism can increase one’s chances of succeeding their goals or dreams, and not allowing negative situations to hinder their attitude. With hopefulness that their goals will be achieved, their motivation is amplified as well. Optimism is a way of life that is not learned automatically, it takes time and effort to completely change one’s mindset. This mindset has many positive effects. A firm confidence in one’s self develops, and they have self-assurance that no matter what life throws at them, it is completely possible to overcome those obstacles. Optimists tend to believe that defeat is not their fault; circumstances, bad luck, or other people bring it about. Such people are unfazed by defeat. Optimism not only gives one confidence, but also provides a countless number of health benefits. With an optimistic attitude, depression can be reversed. Although it takes time to get out of a slump, just the start of positive self-talk can remove one out of despair. Positive self-talk also reduces stress and the chance of cardiovascular disease, hypertension, and strokes. A sense of purpose also develops with someone who acquires an optimistic mentality. A sense of purpose does not only give someone meaning, it helps them to overcome the stresses that life brings. Optimism merely starts with a simple â€Å"I will be okay.† It takes small steps, but it is completely possible for one to change their outlook on life and not let circumstances defeat one’s life.

Sita Tours And Travels Tourism Essay

Sita Tours And Travels Tourism Essay The Tourism Industry is a flourishing all over the world. The scenario of the tourism industry is ever changing; it is always in a state of flux. Tourism Industry in India is experiencing a high period of growth and has improved over the years however there is still a lot of scope for improvement and expansion. It is fast becoming an important player in the global market. It is also proven that tourism is the industry that contributes most to the Indian GDP, employment and foreign exchange reserves. The tourism industry proves to be the back-bone of other allied sectors for example, hospitality, transport, handicrafts, etc. According to WTTC, in 2011, India has been ranked 1st in direct contribution to employment through travel and tourism and 2nd in total contribution with monetary value of 24974900 jobs and 39351900 respectively. Also in terms of GDP, India ranks 11th in direct contribution and 12th in total contribution  [2]  . The Indian Government has invested a substantial amount in infrastructure development to promote tourism for the country after sensing the importance in the GDP contribution. This effort has been successful to an extent in increasing the arrival of foreigners in the last decade. The Incredible India campaign was also a contributing factor to the increase in tourism. The campaign helped create a colorful and diverse image of India in the minds of travel enthusiasts all over the world. It has directly led to an increase in the interest among tourists and created interest generally around the world. WTTC (World Travel and tourism Council) ranked India 4th  in terms of travel and tourism investment with a total of $ 26.7 billion  [3]  . Also (in Asia), after China, India stands second. In 2006, 4 million international tourists visited India and spent US $ 8.9 bn  [4]  . In 2011 (Jan-June), the total Foreign Tourist Arrivals (FTAs) in India was 2.92 million and foreign exchange revenues stood at US$ 78.11 billion which is up 14.2%  [5]  . As a matter of fact, in spite of a negative growth rate of -2.2% in 2008-09  [6]  , Foreign Tourist Arrivals increased considerably which registered a growth rate of 8.1% in 2009-10  [7]  , despite the world recession, Indian tourism showed a positive growth. According to World Travel and Tourism Council, India will be a tourism hot spot between the years 2009 -2018 which will show maximum growth rate during this period. Nowhere in the world is found, such a beauty, different and diversified climate, flora, fauna, religions, languages, dialects, dressing patterns, life style and rituals, like India.  [8]   Domestic tourism is also very huge in the GDP contribution in the country. There is still a lot of scope in promoting the tourism in many parts of the country. Since tourism is seasonal, it is slightly difficult for the Tourism Department, Government of India. It is Indias middle class that has promoted the tourism in the country. The increase in disposal income among this class of people has contributed to rise in tourism within the country. Consequently, they spend most of their disposable income on travelling. In 2009, there were 669.02 million domestic tourists which comprised about 18.8% of the total tourists in the country. The Indians going abroad is also increasing at a growth rate of 12.28 % per annum. Scope of Tourism According to the past trends, India has seen to contribute 0.5% to the global tourism industry. There is still a lot of scope for businesses to tap the market. India has a very diverse geography, culture, food, monuments and a rich past. The Incredible India campaign was promoted in order to attract various interests from tourists all over the globe in the varied types of tourism that has a scope for development and promotion. In recent times, Pilgrimage and Medical Tourism are one of the most popular among the foreign tourists. Medical tourism is currently growing at around 30% per annum. The other types of tourism are Adventure Tourism Leisure Tourism Eco Tourism Cultural Tourism Wildlife Tourism Highway Tourism Heritage Tourism Rail Tourism Rural Tourism An Indian Background chairman of the company, in 1956 established the first office in New Delhi, India. Company wanted to take the benefits of the religious beliefs attached with their companys name SITA in India. It is still associated with high quality and brand.   In 2000, Kuoni Travel Holding, a Switzerland based tourism firm acquired the 100 % stake of SITA World Travel India (Ltd.) and it became Indias largest travel company as Kuoni Travel India Ltd. Now, SITA World Travel is an Inbound Division of the Kuoni Travel India Ltd. And It is handling incoming international tourist to India from all over the world through a network of 30 offices in the region including associate offices in Sri Lanka and Nepal. SITA earned its reputation by giving world class services to its clients travelers, tour operators and the corporate houses. Also it has specialized itself by providing personalized service and close working relationship with its customers around the world. Factors which affect travel destination selection  [9]   Things to do and see Safety and security Overall image of the holiday destination Tourist facilities and infrastructure Ease of obtaining Visas SWOT Analysis Strength: Mass market product with small profit margin and economic of scale to create profit even though demographics and changing consumer trends Training academy Providing customized packaged tours Personalized customer support Online booking of packages Offices in major cities of India Weakness: People expectation has changed but their packaged tour has not changed Price of hotel is rising: no solution between cutting slim margin and rising price to customers Limited only to main destination spots, needs to cover more ground Proper feedback system not in place Opportunity: People go on holiday more than before Travelers want exotic destinations or short city breaks Increase in number of tourists because of upcoming sports event Government lending support as part of Incredible India campaign Increase in disposable income Threats: Heavy Price competition People wait till last minute for bargaining Rising hotel rates all over the world General economic slowdown and terrorist attacks Locally established travelling companies PEST Analysis Political The strongest reason of tourists visiting India is its rich and vast cultural heritage which is under the control of Archaeological Survey of India. So any changes in policy have a very major impact on the tourism industry. Political instability in many states also hinders the tourism opportunities. E.g. north east is still out of coverage of SITA travels because of this very reason. Although the government is now taking up various measures like stepping up vigilance in major tourist destinations in order to promote India as a safe tourist destination. Economic This industry thrives on the spending power of the people. The spending power is increasing in the country as well as all over the world. This increase in the spending power has left a good amount of idle cash in hand. This has led to a tourism boom and more and more people are now coming into the country with more cash and better affordability. Social Tourism is seen as something that will ultimately lead to the destruction of the social fabric. It is perceived that more the number of people travelling into a place, the more is the probability of the place to lose its identity. But apart from that people have now started perceiving tourism as a form of recreation. They are now more willing to go for packages like adventure tourism to Leh and Lakshadweep. Technology Although it is does not seem to be great factor but it plays a major role. Better technology has resulted in connecting many remote and unexplored areas. On the same terms online booking and transportation facilities provided by SITA travels have increased their number of clients. PORTERs Five Forces Model Threat of New Entrants As the search cost has been reduced due to the advent of internet it opens up the market for potential entrants, thereby increasing the possibility of a new company joining the market as the entry barrier has been reduced. Rivalry among Existing Firm within the Industry The major competitors of SITA Travels in India are Kesari Tours, Cox Kings India Ltd As the number of companies is increasing due to the advent of internet and the competition is increasing because of geographical expansion of markets and the reduction of entry barrier, thereby raising the rivalry and hence increasing the discount. Power of Supplier Entry barrier reduction and increased competition results in the increase of the power of supplier. Power of Buyer Reduction in switching costs has increased the bargaining power of the buyer. Price has become an important criterion as people now can compare products and gain knowledge about them. Threat of Substitutes Competitors offer similar type of products and services. Segmentation Tourism (Inbound and Outbound tourism) Segmentation types: Psychographic segmentation (Class), Behavioral segmentation (User status: First time, Regular, Potential). SITA is a large segment market addressing the customer needs of the international tourists. Targeting International Tourism: Initially tourists from USA are targeted, as SITA has stronger links with USA (Origin). Later they focused on other international markets like UK, Japan and Hong Kong. They have started a magazine called INDRAMA. This magazine portrays the rich tourist literature there by attracting foreign tourists to India). The idea of Heritage village further helped them to become a better tourism facilities provider. Inbound and outbound tourists are the tourist types of International tourism. Market growth of inbound and out bound tourists: Outbound market: The primary target market segment is out bound tourism. Overall Market: The total market size of the out bound tourism in 2010 is 12 million. It is expected to cross 20 million by 2015 and 50mn by 2020 (Source: UNWTO); more than 6.29 million tourists visited India in 2011. The total revenues of the out bound travel market is $14bn in 2010  [10]  . The Indian outbound travel market has grown from 3.7 million in 1997 to 9.8 million international departures in 2007; the pace of growth has accelerated since 2004 at an average annual growth rate of over 16%  [11]   Inbound market: Overall Market share: The total market size of inbound tourism is 6.18 million with a growth rate of 8.9%.The total revenues generated rounds off to US$ 16.691 billion. Competitive Intensity: The major competitors of SITA Travels in India are Kesari Tours, Cox Kings India Ltd which has more share than SITA while the others are Thomas Cook India Ltd, Karnataka State Tourism Development, Mercury Travels Ltd, Raj Travels Tours Ltd, D Pauls Travel Tours, Sachin Travels and Goa Tourism Development. High budget Customers: The program Affordable India targets the High budget segment tourists who come to Indian subcontinent. This program provides value added services to high budget travelers in order to customize destinations which were luxurious and affordable  [12]   Positioning strategies Indias first Leisure travel brand(Luxury segment) (Jan 2006) Tourist Safety with SITA (Mumbai) ( 2006) Indias Destination management service provider ( June 2006) Indias tourist destination for Business travel (Kuoni Business travel) (Feb 2007) Tourism education (Kuoni Academy) (May 2007) Young achievers Out learn , Outdoor school trips ( 2009-2010) Perfect moments with Kuoni (2011-2012). This program covers 3 packages The world is mine; Romantic escapes; undiscovered destination Uniform service :Accommodation, updating tourism infrastructure, travel related equipments same in all the offices to maintain uniform service Enpact ( 2011- 2012; Kuoni Academy: Pioneers to introduce a new teaching methodology Out of the ordinary tours for everyone (2012) ( Targeting individuals and small groups) Responsible tourism ( 2012) ( Thru CSR activities) Indian travel brand which is focused on the luxury segment, Incentive, Trade Fair tours and Sports Tourism Departments In order to meet the tourists demand of visiting various places, SITA has tie ups with local agencies. The services offered by the local agencies are meeting passengers on arrival/ departure, arranging local sightseeing and transport. SITA is maintaining a wide agency network to handle inbound and out bound tourism. The tourism department in SITA is divided in to two sectors as below: Inbound tours: This is the main foreign exchange earnings department of SITA. The marketing for this segment is done through various ways as below: Brochure Tours: Marketing in the form of brochures ( Tour plans in brochure) Tailor made tours: Customers design their tour Special interest tours: Organized by companies and other agencies Conferences and conventions: Arranging travel, registration facilities, accommodation arrangements, conference facilities, entertainment and leisure activities. Out bound tours: This is one of the fast growing tourism segment markets in India. Indians are the target customers in this segment. With an increase in the income level of the people, they are showing interest in visiting other countries. The tourist destination for the Indians is primarily USA and Europe  [13]   Indian out bound travel market is 3.7 mn in 1997. Currently it is 13mn (2011-2012) Estimated $28billion revenue in the year 2020. Fastest growing out bound market in the world in terms of numbers (After china) SITA Out bound tourism marketing Major sources of marketing are through brochures and advertisements in the newspapers Out bound division of SITA received TAAI travel award for 2011  [14]  . MARKETING MIX PRODUCT (Services Brand) While planning the market offering, SITAs marketers focused on five elements that constitute its customers value hierarchy: Core Products Destinations are the core products offered by any tour operator. Those offered by SITA are classified into: Inbound Leisure: SITAs major portion of foreign exchange is earned by this group. These destinations are designed to focus on leisure while travelling. Apart from must-do destinations these include tailored tours such as Cultural and Heritage Tours, Trekking and mountaineering Tours, Wildlife holidays, wellness and spa holidays, etc. Individual Travel: SITA has maintained an unparalleled expertise in customizing travel packages for foreign tourists or working professional expecting a well-tailored itinerary which optimizes their time and ensures that all arrangements are in order. Incentive Travel: Handled by: Distant Frontiers Designed for large companies to motivate or stimulate their employees Briefs are taken from each group, tailored to suit their needs and surpass their expectations by offering them special events planned exclusively for each travel group Post-trip follow-up approach to stay in touch with the customer and ensure a re-visit Main destinations include: India Nepal Sri Lanka Bhutan M.I.C.E.: Meetings Incentives Conferences Exhibitions SITA is a member of: The International Congress and Convention Association (ICCA) a worldwide body that handles all types of International Meetings and Exhibitions The India Convention Promotion Bureau (ICPB) The Society of Incentive Travel Executives (SITE) Charters: Leading player in India with the largest number of charters to Goa and Trivandrum Handles leading charter operations from the UK, Germany, Russia, Poland, and various CIS countries. Cruises: Major players in Cochin, Chennai, Goa, and Mumbai Shore Excursions- Regular sight-seeing trips Overland Tours- Designed to explore the deep interiors of India Adventures: Camel Safaris, cycling, trekking, scuba-diving, rafting, biking, mountaineering holidays designed especially for intrepid travelers Basic Products Transport Ground transportation Flight reservations Train reservations Accommodation Culture cuisines Special arrangements- Like Womens Group, Senior Citizens Tours, etc Conferences and Events- In collaboration with MICE Ground assistance Meet Greet services Tour Guides Tour Escorts Expected Products These are impeccable services for corporate clients like: Seat availability  on needed time Accurate information Quick check-in for the senior management Information about various package and routes to a particular destination Efficient customer support system Augmented Products These are the products that distinguish SITA from others. These may include special facilities like Wi-Fi availability throughout the journey, tele-checking, laptops on request, customized meals, etc. Potential Products SITA plans to come-up with underwater tourism very soon. PLACE SITA has its own branches situated throughout India hence are easily accessible. The customer can either go to the Tour office or plan a tour online. Hence strategic locations are very important for SITA. North India: Agra, Delhi, Jaipur, Gurgaon, Varanasi, Udaipur South India: Bangalore, Chennai, Cochin, Trivandrum, Hyderabad West India: Mumbai, Goa PROMOTION The promotional strategies employed by SITA travels are: Advertising Publicity Sales promotions Personalized products such as Flight bags, wallets, Foreign Exchange and covers of passport, etc Word-of-mouth Promotion Credibility: The high magnitude of this is due to high credibility of SITAs channel, especially in the eyes of the potential tourists. Sensitivity: The qualities of services they promise are world-class and client-oriented Approach: The marketers keep their eyes open Æ’Â   identify the opinion leaders Æ’Â  Special facilities for them to keep stimulating and creating demand Personal Selling Exhibitions- State and national tour packages, cruises, holiday financing, hotels, educational excursions, etc E-Marketing Twitter LinkedIn- http://www.linkedin.com/company/155449 Facebook- http://www.facebook.com/SITAWorldTours CSR Activities- Responsible Tourism Spiti Initiative- To build a Solar Bath for a Buddhist nunnery in Spiti Child Protection- Carries out workshops to protect children in rural and semi-urban parts of the country. Also offers training to children in various educational fields. Literacy India Program- Has an independent paper recycling unit where women work to earn their living. Bihar Flood Relief- Using its transportation system, it worked closely with Goonj to dispatch necessities to the flood affected areas in Bihar Lets Go Green- Implemented across all offices through posters and Green Utility trays. Creative Alliance Network- promotes responsible tourism practices amongst the businesses that benefit from Rajasthans rich cultural environment. PEOPLE Employees Well versed with the latest technologies in travel management Well trained to handle difficult customers Extensive training programs- SITA Travel Tourism Academy Training on courses conducted by WATA, PATA High credence quality via Good work place design Job Design Other Customers Caters to customers from diverse backgrounds by offering First class, Deluxe, or Luxury preferences SITA Travels Online support Unique Tours and value-added services Personalized customer support Bibliography World Tourism Organization and the European Travel Commission. (2009). Retrieved from http://publications.unwto.org/sites/all/files/pdf/090616_indian_outbound_travel_excerpt.pdf Indian Tourism Department. (2010). Retrieved from http://tourism.gov.in/writereaddata/CMSPagePicture/file/marketresearch/New/2010.pdf Kuoni. (2011, December). Retrieved from http://www.kuoniindia.com/press-2011.asp SITA World Tours. (2012, January 20). Retrieved from http://www.sitatours.com/press/sitaaffordablerelease%20012611.pdf EconomyWatch. (2010, June 30). Economy Watch. Retrieved from http://www.economywatch.com/business-and-economy/tourism-industry.html Mol, A. (n.d.). Preserve Articles. Retrieved from http://www.preservearticles.com/201103084425/essay-on-tourism-industry-in-india.html Olivia Ruggles-Brise, E. A. (2012). World Travel Tourism Council. Retrieved from http://www.wttc.org/site_media/uploads/downloads/nepal2012.pdf Prof. Manjula Chaudhary, D. S. (2011, August). Indian Institute of Tourism Travel Management. Retrieved from IITTM website: http://www.iittm.org/doc/IITTM_ITC_Report-2011-rev..pdf Reshma S Kulkarni, S. S. (2011, November 26). The Hindu. Retrieved from http://www.thehindu.com/life-and-style/travel/article2659391.ece?homepage=true