• Smt. Tulasi B.V
• Dr. K.V. Suresha

Tourism thrives better in an environment which caters to the special needs of tourists of divergent nature. The tourist places and other supporting services in the form of logistics, boarding ,lodging, parking facilities, water and hygienic services need to be utmost standardized to sustain the growth of the tourism industry. While majority of tourist places are bounties of nature, their basic ambience can hardly be altered. However, temples, scenic gardens, palaces, art gallery, statues, and fountains can be improved on perpetual basis. Likewise any other service, marketing in the tourism services success rests upon healthy mixture of all marketing elements. Apart from basic 7 elements of marketing mix elements in service industry namely price, product, place, promotion, people, process and physical evidence , there are 7 subsidiary elements which can ensure sustainable growth of tourism industry. Those 7 additional elements are pre-empting, postulating, permeate, permanency, proficiency, preponderance and pretentions. It is imperative on the part of all players in the supply side of tourism industry to take part in all these 14 Ps rather seriously, so that the customers feel elated and tourism industry grows stronger. The problem on the part of supply side in the tourism industry lies with demand analysis. Individualistic aspirations of the tourists cannot be so easily gauzed. Standardization of supply element in tourism industry, keeping in view divergent needs of tourist is a daunting task because beauty lies in the beholders eyes .Unless the professionalization in managing all these 14 Ps ensured, the sustainability in the growth of tourism is doubtful. In Mysore region, there are natural and artificial places of tourist attraction. Ambavilaspalace, Chamarajendra Zoological garden, St.philomena’s church, Jaganmohana Art Gallery, Nanjundeshwara temple, Chamundeshwari temple are the few manmade attractive places where as, Kakanakote forest, Chunchanakatte waterfalls are the two places of natural natural beauty. Of these places Ambavilas palace ranks second to Tajmahal of Agra in respect of the number of footfalls per year. Many places in this district are having better road connectivity and conveyance facilities of private and public carriers. The survey conducted by the researchers on “ Blend of 14P’s for accelerating the pace of tourism development in Mysore District” is mainly explorative in nature. The perceptions of selected 227 tourists and 63 tour operators are studied. To collect primary data, structured questionnaires are administered and collected data is analyzed through SPSS package. The final results have proved that healthy blending of all the 14Ps significantly contribute to the sustainable growth of tourism industry. Further, the domestic tourists expect that, innovations in the place concept on regular basis ensure continued patronizing where as out station tourists expect high quality support services in the nature of vehicle parking, clean environment, boarding, lodging facilities, affordable entry fees, proper tourist guide and logistics.

Ambavilas palace, domestic tourists, outstation tourists, sustainable growth,14P’s

"BLEND OF 14 Ps FOR ACCELERATING THE PACE OF TOURISM DEVELOPMENT —AN EMPIRICAL STUDY IN MYSORE DISTRICT", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 12, page no.42-54, December-2018, Available :http://www.jetir.org/papers/JETIRO006005.pdf

"BLEND OF 14 Ps FOR ACCELERATING THE PACE OF TOURISM DEVELOPMENT —AN EMPIRICAL STUDY IN MYSORE DISTRICT", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 12, page no. pp42-54, December-2018, Available at : http://www.jetir.org/papers/JETIRO006005.pdf