Mba TTM

MAHATMA GANDHI UNIVERSITY
NALGONDA – 508 254
Department of Management Studies
COURSE STRUCTURE AND SYLLABUS
OF
MBA (TTM)
MBA (TOURISM AND TRAVEL MANAGEMENT)
2016-2017
RULES AND REGULATIONS OF M.B.A. (TTM) PROGRAMME
The Master of Business Administration in Tourism and Travel Management M.B.A.

(TTM) is a post-graduate course offered as: two-year, i.e., four semester full time
programme
ELIGIBILITY CONDITIONS M.B.A (TTM)
Candidate seeking admission into M.B.A. (TTM) programme must be:
1. Bachelor degree recognized by the university as equivalent there to with an aggregate

of not less than 45% marks in Part-I and Part-II put together (non-credit courses not
included). In case of SC and ST candidates a pass in the qualifying examination is
sufficient.
2. The candidate seeking admission must qualify in the ICET examination, conducted by
the appropriate authority in the year of admission as per the norms prescribed by the
University.
1. The admission of Non-resident Indians and candidates admitted in lieu of
them will be as per the University rules in force on the date of the
admission.
ased on the Screening Process of the
University.
INSTRUCTION SCHEDULE:
Instruction will be provided as per the workload indicated in the structure, rules
and regulations of M.B.A. (TTM) Program for all Theory, Practical and Project Work
course requirements. The almanac will be as follows for all semesters.
Duration of instruction: 14 16 Weeks
Preparation Holidays: 7-10 Days
Field Work : 1 week
RULES OF ATTENDANCE:
Students must attend 75% of the total classes conducted for all the courses put together in
a semester. Exemption of 10% of attendance might be given to a student on medical
grounds on the basis of a valid medical certificate and payment of exemption fee
prescribed by the university.
PROMOTION RULES
A student will be promoted subject to the following rules:
I Semester to II Semester:
A student should put in a minimum of 75% of aggregate attendance in all the courses put
together of the term (65% in the case of medical exemption) and should be registered for
the University exam for the I semester.
II Semester to III Semester
together of the term (65% in the case of medical exemption) and should have passed at
least 75% of Theory courses of I & II Semesters put together. (Viva Voce and Lab
courses not considered for this purpose)
III Semester to IV Semester:
I
together of the term (65% in the case of medical exemption).
CANCELLATION OF ADMISSION
The admission of a candidate admitted to the MBA (TTM) Course stands cancelled if:
He / she does not put in at least 40% of attendance in Semester-I.
Or
He / she fails to fulfill all the requirements for the award of the degree as specified,
within 4 academic years from the time of admission in case of 2 year MBA (TTM)
program.
PROJECT WORK:
The students should undertake the Project internship during the summer vacation
intervening between II & III Semesters of MBA (TTM) Programme. Project Report
Work should be carried out in the Final Year of MBA (TTM) Programme i.e., III & IV
Semesters. The students are required to do project work in any area of Tourism and
Travel Management under the active guidance of Internal Faculty Member assigned to
the student.
The Project work usually consist of selecting a topic / problem / theme in any area of
Tourism and travel Management, gather relevant data, analyze and interpret the same in a
systematic and scientific manner. The Project Work should be undertaken under the
supervision of the Faculty Member assigned for the purpose. The Project Report should
be submitted to the University 15 days before commencement of Final Semester
Examinations.
AWARD OF GRADES FOR PROJECT REPORT AND VIVA VOCE:

Project Report and Viva Voce will be evaluated and awarded grades as per the
following percentages of Marks obtained.
Grade A - 70% and above Marks
Grade B - 60% and above but below 70% Marks.
Grade C - 50% and above but below 60% Marks.
Grade D - 40% and above but below 50% Marks.
Grade E (Fail) - Below 40% Marks (Fail)
INSTRUCTIONAL WORK LOAD FOR THEORY, PRACTICAL COURSES
AND PROJECT WORK:
Each of the Theory Courses of the MBA (TTM) Programme shall have instructional
Work load of 5 periods of 60 Minutes duration per week. The Instructional workload for
each of the Practical and Lab Courses shall be 2 Periods of 60 Minutes duration per
week.
EVALUATION SYSTEM:
1. All courses of MBA (TTM) Program will carry a Maximum of 100 Marks each.
2. Duration of the university examination for all the courses is three hours each.
3. All the courses will have 80% marks for university examination and 20% marks for
internal examination.
4. In case of courses where practical/lab component is involved, of the total 100
marks, 60% marks are for university examination, 20% marks are for internal
II
evaluation and 20% marks are for practical/lab examination.
5. The Guidelines, Rules and Regulations framed by the University in this regard
will be applicable to the MBA (TTM) Programme.
CONDUCT OF EXAMINATIONS:
At the end of Odd numbered viz., I, and III terms, examinations for these
Semesters and IV Semester will be conducted. The students appearing for regular,
backlog and improvement can get registered for the above examinations
as per the norms of the University.
At the end of even numbered semesters viz., II and IV terms, examinations will be
conducted for all Semesters i.e., (I to VI Semesters). The students appearing for regular,
backlog and improvement can get registered for the above examinations as per the norms
of the University.
RULE FOR OFFERING ELECTIVES:

The Minimum number of Students required for offering an Elective shall be 20% of
students on rolls of the college for Final Year subject to a Minimum of 10 students.
AWARD OF DEGREE AND DIVISION:

Candidates will be awarded MBA Degree on successful completion of all Theory
Courses, Practical Courses, Field work, Viva Voce and Project Report. The Division /
Class will be awarded based on the following percentage of marks obtained by the
candidate.
1st Division with Distinction - 70% and above of aggregate marks.
1st Division - 60% and above but below 70% of aggregate marks.
2nd Division - 50% and above but below 60% of aggregate marks.
Pass Division - 40% and above but below 50% of aggregate marks.
Candidates who have passed all the examinations in the first attempt along with the batch
in which they were admitted are eligible for getting Rank Certificates / Gold Medals /
Prizes.
TRANSITORY REGULATIONS
Whenever a course of scheme of instruction is changed in a particular year, two more
Examinations immediately following thereafter shall be conducted according to the old
syllabus/regulations. Candidates not appearing at the examinations or failing in them
shall take the examination subsequently according to the changed syllabus/Regulations.
** Grades Excellent, Good, Satisfactory and Unsatisfactory
*** Choice of Electives

Students have to opt for two electives in the third semester one major and the other
minor. There are four papers in each major area, two in third semester and two in fourth
semester. Two papers are in each minor area, one in third semester and the other in the
fourth semester.
III
Elective one offered cannot be changed for any reason. There are no separate papers
offered as minor electives. Two papers in each major area have been identified as minor
area papers and they are common for both major elective and minor elective students.
An elective can be offered by a college when it is opted for by at least 1/6 th of the
students on the role in that semester. If total students opted for are less than 1/6th of the
strength and the college offers an elective, it has to make it clear to the Coordinator,
Department of Management Studies of the University as to the arrangements made for
teaching that elective.
READMISSION FOR PURSUING ADDITIONAL ELECTIVE COURSES:

A student can be given readmission for pursuing additional electives after completion of
MBA(TTM) programme subject to payment of requisite fee prescribed by the college /
Department. Such candidates have to satisfy all the rules including attendance rule in
vogue on par with regular students.
a. The additional elective must be pursued in the same college in which the student
studied and completed the MBA(TTM) Programme.
b. The admission must be done within four weeks of the commencement of the III
Semester.
GENERAL CLAUSE:
It may be noted that besides the above specified rules and regulations all the other rules
and regulations in force and applicable to semester system in Post-Graduate courses in
Mahatma Gandhi University will be applicable as amended from time to time by the
University. The students shall abide by all such rules and regulations.
IV
MBA (Tourism & Travel Management) Syllabus w.e.f. 2016-17 Academic Year
MBA (TTM) Syllabus Structure As Per CBCS Guidelines Effective From 2016-2017
Year-I Semester –I
Course Course Title Nature Credits HPW Max Marks

Code (IA+UE)
1.1 Management & Organizational Behaviour Core 5 5 20+80
1.2 Principles & Practices of Tourism Core 5 5 20+80
1.3 Marketing of Tourism Core 5 5 20+80

1.4 Elective-I GE/ID 5 5 20+80
1.Geography of Tourism
2.Economics for Tourism
1.5 Elective-II GE/ID 5 5
1.Quantitative Methods 20+80
2.Information Technology for Tourism
1.6 Computer Lab Practicals (MS-Excel Lab) Practical 1 2 50
*Field Work 2 50
Total 28 27 600
Year-I Semester –II

Code (IA+UE)
2.1 HRM in Tourism Organizations Core 5 5 20+80
2.2 Accounting & Finance for Tourism Core 5 5 20+80
2.3 Event Management Core 5 5 20+80
2.4 Elective-I GE/ID 5 5 20+80

1.Itinery Planning and Costing
2.Rural Heritage & Tourism Development
Elective-II GE/ID 5 5
2.5 1.Business Research Methods 20+80
2.Principles and Practices of Hospitality
Management
2.6 Statistical tools using Excel- Lab Practicals 1 2 50
*Field Work 2 50
Total 28 25 600
Mahatma Gandhi University., Nalgonda 1

MBA Syllabus Structure As Per CBCS Guidelines

Year-II –Semester-III

Code (IA+UE)
3.1 Entrepreneurship Development in Tourism Core 5 5 20+80
3.2 Tourism Laws & Conventions Core 5 5 20+80
3.3 Personality Development & Cross Cultural Skills Core 5 5 20+80
3.4 DSElective – I DSE 5 5 20+80
a) Travel Management
b) Tour Guiding and Interpretation
c) Tourism Services Management
3.5 DSElective - II DSE 5 5 20+80
a) Housekeeping Management
b) Basics of Air Travel Ticketing & Fare
Construction
c) Business Tourism in India
*Field Work 2 50
Total 27 25 550
*50 Marks for field work
Year-II –Semester IV

Code (IA+UE)
4.1 Strategic Management Core 5 5 20+80
4.2 International Tourism Core 5 5 20+80
4.3 Tourism Products of India Core 5 5 20+80
4.4 DSElective - III DSE 5 5 20+80
a) Adventure Tourism
b) Managing Sales & Promotion in Tourism
c) Travel Agency Management
4.5 DSElective – IV DSE 5 5 20+80
a) Front Office Management
b) Air Travel Ticketing & Fare Construction
c) Recreation & Wellness Tourism
Project Work Grade
Viva - Voice Grade
Total 25 25 500
GE/ID- Generic Elective ID- Interdisciplinary
DSE- Discipline Specific Elective

SEMESTER-1
MBA(TTM)1.1: MANAGEMENT AND ORGANIZATIONAL BEHAVIOR

Subject Code 1.1 No of Credits: 5
Objective: The objective of the course is to impart the fundamental concepts of
Management theories and practice. This course will form a foundation to study other
functional areas of Management; also provides an insight into behavioral issues
pertaining to Organizations.
Unit – I: Evolution of Management: Meaning, Mintzberg Managerial roles, Process of
Management, Administration vs. Management, Theories of Management - Classical,
Scientific, Administrative, Behavioral, Management Sciences Theories; Systems and
Contingency theory.
Unit – II: Planning and Organizing: Planning: Nature of planning, Steps in planning,
Types of planning, Levels of planning. Decision Making: The process and techniques
of decision making.
Nature of organizing, organization levels and span of management – Factors
determining span - Organizational designs and structures – departmentation, line and
staff concepts, delegation, decentralization and recentralization of authority.
Unit – III: Introduction to Organizational Behavior: Definition - Nature and levels of
Organizational Behavior. Personality: The Big 5 Model of Personality –
Organizationally relevant Personality traits. Attitudes: Nature and Dimension of
Attitudes. Perception: Nature of Perception – Characteristics of the perceiver, target
and situation – perceptual problems. Attribution, Johari Window and Transactional
Analysis.
Unit – IV: Motivation and Leading: Theories of Motivation. Leading: Leading vs.
Managing – Leadership Theories- Leadership styles –Transactional leaders and
transformational leaders. Communication: Meaning, Types of communication –
barriers to effective communication in Organizations.
Unit – V: Group Dynamics& Controlling: Groups and group development – turning
groups into effective teams. Power and sources of power. Conflict: Causes and
consequences –conflict resolution strategies.
Controlling: Basic control process- Requirements for effective control – Control
techniques.
Suggested Books:
1. Jon L Pierce and Donald G. Gardner, “Management and Organizational Behavior”, Cengage Learning India
(P) Limited.
2. LaurieJMullins, “Management & Organizational Behavior”, 7ed.,2006, Pearson.
3. Harold Koontz and Heinz Weihrich, Essentials of Management, TMH, 2007.
4. Richard L. Daft, “The New Era of Management”, Cengage Learning India (P) Limited.
5. Michael A. Hitt, J. Stewart Black, and Lyman W. Porter, “Management”, 2006 Pearson.
6. Richard Pettinger, “Organizational Behavior”, 2010 Routledge.
7. John M. Ivancevich: OrganizationalBehavior& Management, TMH, 2009
8. Jennifer George and Gareth Jones “Understanding and Managing Organizational Behavior”, Published by
Pearson Education Inc.
9. Certo and Certo: Modern Management,10/e,PHI,2009
10. Stephen P. Robbins, Jennifer George and Gareth Jones, “Management and Organizational Behavior”,
Pearson Education Inc.
11. K. Aswathappa, “Organizational Behavior”, Himalaya Publishing House.

MBA (TTM) 1.2 PRINCIPLES AND PRACTICES OF TOURISM

UNIT I:
Meaning, nature characteristics and Components of Tourism Industry: Types of
Tourists– infrastructure and superstructure - Tourism system – types and forms of
tourism, tourist typology- tourism as an industry. Travel through the ages –
Development of –tourism in the world and India. Inter disciplinary approaches to
tourism.
UNIT II:
Impacts of tourism - socio, economic, environmental and technological impacts on
tourism- Impact analysis -Travel motivations- Motivation Theories (Plog and Maslow)
– Tourism imperatives – Emerging areas in Tourism
UNIT III:
Tourism Demand: determinants and stimulants- supply patterns and characteristics –
measurement of tourism demand – Demand / Supply gaps. Tourism Statistics: Types –
Sources – Importance. Employment generation through Tourism
UNIT IV:
Tourism policy – formulation strategy – planning for tourism - Tourism Planning and
policies in India: National & AP State Tourism Policies
UNIT V:
Tourism organizations – International: World Tourism Organization (WTO), Pacific
Asia Travel Association (PATA), World Tourism & Travel Council (WTTC)etc.,
National and Regional Organizations - Role of Ministry of Tourism Govt of India &
Tourism & Culture Dept., Govt of AP in Tourism Development at National/State level
REFERENCE BOOKS:
1. Cooper, Fletcher etal: Tourism Principles and Practices (Pitman) (2nd Edn) Prentice
Hall, Singapore, 1998
2. Geoldner R. C. & Ritchu BJR: Tourism Principles, Practices, Philosophies- (9th Edn.):
John Wiley & Sons, New Jersy, 2003.
3. Jagmohan Negi: Tourism and Travel – Concepts and Principles (S. Chand &Co.,)
4. Kushan K. Kumar: Basics of Tourism, Theory , Operation and Practices- Kanishka
Publication, New Delhi, 2002
5. David Weaver, Laura Lauton : Tourism Management (3rd Edn), Jhon Weily &
Sons, Singapore, 2006
6. Jafari Jafar: Encyclopedia of Tourism – Routledge, Newyork, 2000.
7. Mill & Morission, „Tourism Systems
8. J.K. Sharma „Tourism Planning Development
9. P N Seth, Successful Tourism Management
10. Burkart & Medlik : Tourism Past, Present and Future
11. Mclntosh RW: Tourism Principles and Practices
12. R.Gartner : Tourism Development

MBA (TTM) 1.3: MARKETING OF TOURISM

UNIT-I
Introduction to Marketing and its application in Tourism. Difference between
Marketing of Products and Services. Special features of Marketing Services. Uniqueness
of Tourism Marketing.
UNIT-II
Overview of the role of Market Research Surveys and forecasting and
Consumer Behavior and their Roles in the Developmen of Marketing Activities.
Marketing Segmentation and Leisure markets- Problem of Identifying and Developing
Marketing activities aimed at Segments in the Leisure market.
UNIT-III
Target market Selection, Positioning, the 8th P of Marketing. Managing the
Marketing Mix in Tourism: Product/Service Issues e.g. Life Cycles, Concept
Development and Testing and Product Development.
UNIT-IV
Managing the Marketing Mix in Tourism: Location, Pricing and the Role and
Use of specific Intermediaries and External Bodies in sellig Tourism Product. Managing
the Marketing Mix in Tourism: Distribution Decisions
UNIT-V
Managing the Marketing Mix in Tourism: Introduction to Tourism Promotion,
Methods and their respective Roles: Advertising, Travel Brochure, Film,Presentations,
Sales Promotion, Sales Calls, Familiarization Tours of areas representative and Travel
Agents, Fairs, Exhibitions and Indian Festivals. Specific problems of Advertising
Tourism Products, Issues in the Development of Tourism Advertising Campaigns
Media and Message Decisions. Suitability of Sales Promotion to Tourism. Allocation of
Budgets for Promotion. Managing Publicity Importance of Information in Tourism
Promotion.
REFERENCE BOOKS:
1. Loway I.C. and Plant R.V (1992) : Marketing for Tourism. Pitman.
2. Witt S and Mountinho L (1994) : Tourism Marketing and Management Handbook,
Prentice Hall New Jersey.
3. Tourism Business and Marketing – Pran Nath Sen.
4. Marketing for Hospitality and Tourism, Philip Kotler, Pearson Education.

MBA (TTM) Elective I- 1.4: GEOGRAPHY OF TOURISM

Subject Code 1.4.1 No of Credits: 5
UNIT-I: Importance of Geography for Tourism. India, the sub-Continent, the Rivers of
India-Major Physical Divisions-Mountains hills and Valleys, Deserts, beaches.
UNIT-II: Latitude, longitude, international date line-time difference-GMT variations,

Concepts of elapsed time, flying time, ground time-standard time & summer time
(Day light & saving time)
UNIT-III: Indian climate, rain and the monsoons-the seasonal incidents, floods,
draught, Famines, causes &effects. Seasons for travel of different centers.
UNIT-IV: Cultural Geography – Influence of physical settings on the growth of

tourism-study of Tourist centers in India with special reference to the following:
(1) Kashmir (2) Delhi (3)Agra and Fathepursikri (4)Jaipur (5)Bombay and Elephanta
Caves (6) Khajuraho (7) Tirupati (8)Hyderabad (9) Goa (10)Chennai (11) Mysore (12)
Calcutta (13) Bhuvaneshwar (14) Madurai (15) Kerala. (16) Tanjore.
UNIT-V: Recent trends in International Tourist Movements.
REFERENCE BOOKS:
1. Bondface, B& Coper, C.Coper: The Geography of Travel &Tourism, London,

England, Herne Mann Professional Pub. 1987.
2. Burton, Rose Mary: The Geography of Travel &Tourism, (London).
3. Robinson, H.A: Geography of Tourism, (Mac Donald & Evans, London).
4. Major Das: India-A Tourist Paradise.
5. Gopal Singh: The Geography of India, Delhi, 1988.
6. Government of India publications on the respective aspects.

MBA(TTM) Elective I- 1.4: ECONOMICS FOR TOURISM

UNIT I: Macroeconomic environment in India – Economic liberalization in India

Privatization & globalization – Significance of tourism in National economy Economic
and business of tourism – Tourism markets & policies.
UNIT II: Introduction to tourism demand – Types/indicators/determinants of tourism
demand Analysis of demand and supply in tourism - Life cycle factors measurement of
tourism demand – National & International tourism demand
UNTI III: Forecasting tourism demand – Methods measurement – Public/private
sector players in tourism sector – Role of National/State governments in tourism
promotion – Need for Public Private Sector Participation in tourism development
UNIT IV: Tourism industry – Production and costs of tourism goods & services –
Competition and market structure pricing of tourism products – Determinants of price
– Approaches to pricing for different tourism products – Consumer behaviour and
tourism demand elasticity
UNIT V:
Economic impacts of tourism – Multiplies & displacement effects – Tourism
costs & benefits to society – Environmental aspects
REFERENCE BOOKS:
1. Economic Dimensions of Tourism – R.K.Malhotra, Anmol Pub., New Delhi,
1988
2. Economics of Tourism Development – Ronile Chawla, Sonali Pub., New Delhi,
2004
3. The Economics of Leisure & Tourism – Jhon Thire, Oxford Butterwork,
Heineman, 1995
4. Economics of Tourism & Development – MT Sinclair & Mike Stabler,
Routledge, New York, 1997
5. Managerial Economics– Varshney R.L & Maheswari. K.L, Sultan Chand, New
Delhi 2004
6. Micro-economics for Management Students – Dholakia R.H & Oza A.L, Oxford
University Press, New Delhi, 2004
7. Annals of Tourism Research – Magazine
8. Journal of Travel Research

MBA (TTM) Elective II- 1.5: QUANTITATIVE METHODS

Unit – I:
Quantitative Decision Making – An Overview, Collection of Data, Presentation of
Data, Measures of Central Tendency, Introduction to Probability-Concepts and
Definitions of Probability– Classical, Relative frequency, subjective and axiomatic.
Baye’s theorem and its applications.
Unit – II:
Probability Distribution-Random Variable (RV), Expectation and Variance of a RV.
Probability distribution function, Continuous and Discrete Probability distribution
functions. Binomial Distribution, Properties and applications; Poisson distribution-
applications. Normal Distribution, standard Normal Distribution- Properties,
Applications and importance of normal distribution.
Unit – III:
Samling Methods, Sampling Distribution, Testing of Hypotheses, Chisquare Tests,
ANOVA
Unit – IV:
Forecasting methods: Business Forecasting, Correlation Analysis-Scatter diagram,
Positive and Negative correlation, limits for coefficient of correlation, Karl Pearson’s
coefficient of correlation, Spearman’s Rank correlation, concept of multiple and
partial Correlation. Regression Analysis-Concept, least square fit of a linear regression,
two lines of regression, properties of regression coefficients.
Unit – V:
Transportation Problem (TP): Mathematical model, IBFS using northwest corner rule,
Row and Column Minimum methods, Matrix minimum method(LCM) and Vogel's
approximation method, Unbalanced TP, Degeneracy, Optimality Test and Assignment
Problem (AP): Mathematical model, Unbalanced AP, Restricted AP and Managerial
applications.
Suggested Books:
1. Levin R.I., Rubin S. David, “Statistics for Management”, 2000, 7th Ed. Pearson.
2. Gupta S.C, “Fundamentals of Statistics”, 2010, 6th Ed. HPH.
3. Keller, G, “Statistics for Management”, 2009, 1st Ed, Cengage Learning.
4. Amir D. Aczel and Jayavel Sounderpandian, “Complete Business Statistics”, TMH,
5. John C Lee, “Business and Financial Statistics Using MS-Excel”, First edition, 2009, Cambridge.
6. J. K Sharma, “Business Statistics”, 2010, 2nd Ed. Pearson.
7. Arora PN & others, “Complete Statistical Methods”, 2010, 3rd Ed. S. Chand.
8. Beri, GC, “Business Statistics”, 2010, 3rd Ed. TMH.
9. Black Ken, “Business Statistics for Contemporary Decision Making”, 2006, 4th Ed. Wiley.
10. Levine, David M and others, “Statistics for Managers using MS. Excel”, 2009, 5 th Ed. PHI.
11. Davis, G & Pecar, B, “Business Statistics using Excel”, 2010, Oxford.
12. Kanji K. Gopal, 2006, “100 Statistical Tests”, Sage Publications.
13. Haoda, R.P., Statistics for Business & Economics”, 2010, 4th Ed. Macmillan.
14. Apte. D.P. “Statistical Tools for Managers – Using MS Excel”, 2009, 1st Ed.
15. N.D. Vohra, 2001, Quantitative Techniques in management, Tata Mc-graw Hill, 2ndedition.
16. Barry Render, Ralph M. Stair,Jr. and Michael E. Hanna, 2007, Quantitative analysis formanagement,
9th Edition , Pearson / PHI.
17. A. Ravindren, Don T. Phillips and James J. Solberg, 2000, Operations Research Principles and
Practice, John Wiley and Sons, 2nd edition.
18. J.K. Sharma, 2005, Operations Research Theory and Applications, Macmillan.
19. Pannerselvam, R, 2006, Operations Research, 3rd Edition, PHI.
20. Hamdy A. Taha, 2002, Operations Research -An introduction, Pearson Education, 7th Edition /
Prentice Hall of India.

MBA (TTM) Elective II- 1.5: INFORMATION TECHNOLOGY FOR TOURISM

UNIT - I
An Overview of Business and Information Technology & Systems:
Business in the information age, information systems, and computer based
information systems, trends in IT evolution, types of information systems- Impact of
IT on organizations and jobs.
UNIT – II
Information Technology Infrastructure: Computer Hardware, Software, Managing and
Organization of data & information, Telecommunications and networks. The Internet
and Intranet.
UNIT – III
Information Systems planning and Development: Information Systems Planning and
Development – Systems Planning, Traditional system development lifecycle (SDLC),
alternate methods for system development, dataflow analysis, system development
outside the system.
UNIT – IV
Information Systems Application: Intra organizational Information systems- Functional
and Enterprise systems, Information systems to support Business functions, accounting
& finance, marketing & sales, production &operations management systems, human
resources management system. Inter organizational / Global information systems,
Electronic Data Interchange (EDI), Electronic Funds Transfer (EFT).
UNIT – V
Intelligent Systems in Business: Artificial Intelligence and Intelligent Systems- Expert
systems, other intelligent systems, Intelligent Agents, Virtual Reality, Ethical and
Global issues of Intelligent Systems.
Suggested Books:
1. Turban Rainer and Potter – Introduction to Information Technology- John Wiley
& Sons, INC.
2. Ralph M. Stair & George W. Reynolds, 2007, Principles of Information Systems,
Thomson.
3. Kennth C.Laudon and Jane P. Laudon, 2006, Management Information
Systems, Managing the digital Firm, 9th Edition, Pearson Education.
4. ITL Education Solutions Ltd (R & D Wing), Introduction To Information
Technology, Pearson Education.
5. Mahadeo Jaiswal & Monika Mital – Management Information Systems –
Oxford University Press.
6. Vikas Gupta, Information Technology Course Kit, Comdex.
7. Effy Oz , 2007, Management Information Systems, Thomson.
8. Barbara C. McNurlin and Ralph H. Srague, Information Systems Management in
Practice, Low Price Edition, Pearson Education.

Subject code: 1.6 Computer Lab Practicals No. of Credits: 2
Objective: The objective of this course is to provide basics of I.T and it’s applications
through MS Word, MS PowerPoint and MS Excel.
Unit I: Working with MS Word:

Getting started with Word, Opening & Saving documents
Working with Texts, Paragraphs and Tables, Lists, Page numbers
Inserting Graphs, Pictures, Watermarks, Endnotes, Footnotes, Citations, Table
of Contents Protecting Documents Creating Mailing List and Mail Merge.
Unit II: Working with MS Power Point:

Getting Started with Power Point, Opening & Saving Power Point,
Terminology and elements of Presentations,
Using themes, styles and backgrounds,
Creating, formatting and making use of charts, graphs and tables
Inserting, formatting and editing Smart Art, pictures and clipart
Incorporating sound, video and animation into a presentation
Creating macro enabled presentations
Unit III: Getting started with MS Excel - I

Opening a blank or new workbook, general organization.
Highlights and main functions: Home, Insert, page layout, formulas.
Highlights and main functions: Data, review, view, add-inns.
Using the Excel help function.
Unit IV: Getting started with MS Excel - II

Entering, Editing, Copy, Cut, Paste, Paste Special.
Formatting Data and Using the Right Mouse Click.
Saving, Page Setup, and Printing.
Using Headers and Footers.
Unit V: Working with Data in MS EXCEL

Manipulating Data, using Data Names and Ranges, Filters and Sort and
Validation Lists.
Data from External Sources.
Using and Formatting Tables.
Basic Formulas and Use of Functions.
Data Analysis Using Charts and Graphs.
Managing, Inserting, and Copying Worksheets.
Securing the Excel Document
Simple Formulas and Functions.
Suggested Books:
1. David Whigham, “Business Data Analysis Using Excel”, Oxford University Press,
IndianEdition.
2. Paul Cornell, “Accessing & Analyzing DATA with MS-EXCEL”.
3. Sanjay Saxena, “A First Course in Computers – Based on Windows Office XP”,
Second Edition – Vikas Publishing House.
MBA(TTM) 2.1: HUMAN RESOURCE MANAGEMENT IN TOURISM ORGANISATIONS
Subject code: 2.1 No.of Credits: 5
UNIT – I
Human Resource Management: Gaining a Competitive advantage – Responsibilities
and Roles HR Departments perform – Changing nature of the HRM function –
Competitive Challenges influencing HRM – Meeting competitive challenges through
HRM practices – HRM and Competency Building – HRM and Change Management –
HR as a Strategic Business Partner - The role of HR in providing Sustainable
competitive advantage.
UNIT – II
Human Resource Process : Objectives and Process – Job Analysis and Design -
Acquisition and preparation of HR - Selection and placement process – Types of
interviews – Effectiveness of Interviews - Socialising, Orienting, and Developing
Employees. Employee Training – Determining Training needs – Training approaches –
Employee Development – Job shadowing – Employee Development Methods –
Evaluating Training and Development Effectiveness.
UNIT – III
Managing Careers: Career Development versus Employee development – Career
Development - Value for the organization and individual – Career stages – Career
Choices and Preferences – Holland Vocational Preferences Model – The Schein’s
anchors – Myers Briggs Typologies – Mentoring and Coaching.
Unit – IV
Performance Management: An organizational model of Performance Management
(PM) – Purposes of Performance Management – Performance Measures criteria –
Approaches to measuring performance – Performance Appraisal Methods –
Performance feedback – Performance Management and Pay, Performance
Management for Teams.
UNIT – V
Contemporary Issues in HRM: Work Life Balance – Diversity Management – Talent
Management – Quality of Work Life – HR issues in Merger and Acquisitions – e.HR –
Competency Mapping – Industrial Relations Dynamics – Outsourcing – Implications of
Globalization to HRM Function and Functionaries.
References
1. Bohlander, 2006, Human Resource Management, 10th Edition, Thomson
2. Dessler Gary, 2006, Human Resource Management, 10th Edition, Pearson / Prentice Hall of India.
3. Mondy, 2007, Human Resource Management, 9th Edition, Pearson Education.
4. Wayne F. Cascio 2006, Managing Human Resources, TMH.
5. Aswathappa, 2006, Human Resource Management, 4th Edition , TMH.
6. Desimone, 2007, Human Resource Development, 10th Edition, Thomson.
7. Noe A.Raymond, John Hollenbeck, Barry Gerhart and Patrick Wright: Human Resource
Management, Tata McGraw Hill.
8. Decenzo A.David and Stephen Robbins – Human Resource Management, John Wiley &Sons.
9. Jyothi P. and DN Venkatesh – 2006, Human Resource Management, Oxford University Press.
10. VSP Rao 2006, Human Resource Management, Text and Cases, Excel Books.

MBA(TTM 2.2 ACCOUNTING & FINANCE FOR TOURISM
UNIT – I : Understanding Accounting Cycle :

Meaning of accounting – Scope of financial accounting, Modern Organizations –
Accounting concepts and conventions – their implications on accounting data –
Accounting information system – F.A. Cost Accounting M.A Accounting Business
transactions- classification of accounts – Accounting process – Accounting Cycle.
UNIT – II: Accounting Statements :

Books of prime entry – Ledger – Trial balance – Accounting equation – Static and
dynamic view. Preparation and presentation of financial statements – Measurement of
business income – Profit and Loss Account – Distinction between Capital and Revenue
expenditure – Balance Sheet Preperation.
UNIT – III : Finance function in Tourism :

Financial Implications of the Structure and Characteristics of Service Facilities i.e.
Conference Centers, Retail outlets, Museums, Theme Parks, Transport,
Accommodation and Catering facilities, Revenue and Expenses Tracking.
UNIT – IV: CVP Analysis and Budgetary Control:

Cost Behaviour; Contribution Concept; Break-Even Analysis, Profit Concept,
Application of CVP Analysis in Service Organisation e.g. Transport, Holiday Resorts,
Hotels, Package Tours etc. Budget Concept & Process. Preparation of Cash Budget,
Sales Budget, Production Budget, Flexible Budget, Master Budget, Responsibility
Accounting and Management Reports.
UNIT – V : Capital Budgeting and Working Capital Management:

Discounted & Non-discounted Techniques. Methods of Capital Project Appraises ARR
(Accounting Rate of Return), Payback period, Profitability Index (PI), NPV ( Net
Present Value), IRR ( Internal Rate of Return) Factors determining the Capital
Structure in Tourism Industry. Concepts of Working Capital, Sources of Working
Capital, Determinants of size of Working Capital, Working Capital Management in
Tourism Services.
Suggested Books:
1. Anthony.R.N., Hawkins.D.F., Merchant.K.A., 2007, Accounting – Text and Cases, 12thEdition,
Tata McGraw Hill, New Delhi – 8
2. Wild.J.J., Subramanyam.K.R., Halsey.R.F., 2007, Financial Statement Analysis, Tata McGraw
Hill, New Delhi – 8
3. Khan.M.Y., Jain.P.K., 2007, Management Accounting – Text, Problems and Cases, 4thEdition,
Tata McGraw Hill, New Delhi – 8
6. Ramachandram.N., Ram Kumar Kakani, 2005, Accounting for Management, Tata McGraw Hill,
New Delhi – 8
7. Narayanaswamy, Financial Accounting- A Managerial Perspective, 2nd Edition, Pearson.
8. Gupta, 2006, Financial Accounting for Management – An Analytical Perspective, Pearson.
9. Shrivastava R.M. : Fianancial Management.
10. Chandra Prasanna : Fianancial Management.
11. Panday I.M : Financial Management

MBA(TTM) 2.3 EVENT MANAGEMENT
Unit: I
Events: Types (Events-Conventions-Tours, Exhibitions, Meetings etc) – Characteristics
of conferences and conventions – Nature of market and demand – Growth and
development of the industry – Impact on local and national communities- Laws &
Statutory requirements. Role of Event Management firms
UNIT: II
Event Marketing: Clients - Sponsorship - Brands – Professionals – Advertising &
Publicity. Practices in Event Management – Development of Event Marketing plans –
Event promotion
UNIT: III
Budgeting an event – Preparation – Estimating fixed and variable costs – Cashflow –
Sponsorships & Subsidies – Contract negotiations
UNIT: IV
Event Management: Planning - Scheduling - Venue – Logistics – Customer care
management – Celebrity endorsements - Coordination - Risk and Crises Management
– Visit to State/National level events
UNIT: V
Event Management Associations – Market & Future trends – Travel Industry fairs –
Benefits of fairs – ITB, WTM, PATA Travel Mart etc., - Social and Government
associations – Organizational and financial structures – International association
market History, role and functioning of ICCA & ICPB.
REFERENCES:
1. Wagen & Carlos: Event Management (Pearson)

2. Anton Shones & Bryn Parry: Successful Event Management (Thomson, 2004)
3. Sharma: Event Planning & Management (Deep & Deep)
4. Leonard H Hoyle Jr.: Event Marketing (Wiley)
5. Gaur & Saggere: Event Marketing & Management (Vikas), 2003
6. O‟Toole& Mikolaitis: Corporate Event Project Management (Wiley)
7. A K Bhatia – Event Management, Sterling Pub., New Delhi 2001
8. Dr. Joe Gold Blatt – Special Events
9. Peter E Tarlow – Event Risk Management Safety
10. Avrich Barry – Event and Entertainment Marketing
11. Panwar J S – Marketing in the New Era, Sage, New Delhi 1998

Elective – I 2.4.1 ITINERARY PLANNING AND COSTING
Unit-I
Itinerary Preparation: Concept, Typology, Duration, GIT, FIT, Do’s and don’ts of
itinerary preparation-Limitations and Constraints
Unit-II
Custom made itinerary and Ready made itinerary, Factors to be considered while
preparing an itinerary - Seasonal itinerary-Product based itinerary-All inclusive
itinerary.
Unit-III
Tour Packaging-Definition-Types-Forms and Components of Package Tour.
Advantages and Disadvantages of Package Tour. Laisoning and Negotiation of
Package Tour. Promotion of Tour Operation: Mix and Media, Types of media,
Selection criteria.
Unit-IV
Product Oriented Package tour: Health tourism, Yoga, Meditation and Nature Cure –
Beach holidays-Rail journey (Tourist Trains) in India-Pilgrim Tours.
Adventure Package: Soft and Hard adventure -Concepts and guidelines: Desert safaris,
Mountaineering, Skiing, White Water Rafting, and Scuba Diving, Golf tours, Theme
tours and Cruise.
Special Interest Tours: MICE Tours- Eco and Wildlife tours- Ethnic tours and
Architectural tours - Farm tours-Fairs and Festivals- Rural/Village tour.
Unit-V
Costing a Tour: Components, Considerations- Types of Costs-Cost sheet, FIT Costing
and Group Costing. Differential Tariff Plan-Accommodation Cost-Transportation Cost-
Meals Plan etc. Pricing Strategies and Distribution Mechanism
Reference Texts:
1. Foster D – Travel Agency & Tour Operations
2. Dellers – Conducting Tours
3. J M Negi, Travel Agency and Tour Operation
4. J. Christopheo Holloway & Chris Robinson, Marketing for Tourism

Elective I- 2.4.2 RURAL HERITAGE AND TOURISM DEVELOPMENT
Unit I: Introduction: Concept of Rural Tourism – Definition – Counter Urbanization

Syndrome – Shifting trend – Growing Interest in Heritage & Culture
Unit II: Dimensions of Rural Tourism: Rural/Village tourism as the primary tourism
product – showcasing rural life, art, craft, culture and heritage at rural locations and in
villages – Core competencies & natural environs as tourism USPs.
Unit III: Rural Heritage and Tourism Development & Its Impacts: Socia, Economic,
Cultural, and Environmental impacts – Capacity Building for Community based
initiatives/participation – role of NGOs – VTDCs – Infrastructure development
privileging Vernacular Styles – Marketing linkages – Convergence of Govt. Schemes
Unit IV: Tourism as a strategy for Rural Development – Learning’s & best practices: A
case study of Pochampalli Rural Tourism Project – Other Rural Tourism Destinations
in Telangana – Challenges.
Unit V: Different Segments for Rural Tourism: Foreigners – Students – Married Couple
– Retired Person/Senior Citizen – Patients – Artists – Adventurous Person – Corporate,
Benefits of Rural Tourism, Essential Services required for rural tourism
References
1 Redefining Tourism – Experiences and Insights from Rural Tourism Projects in India:
A Dossier – UNDP India 2008
2 http://www.academia.edu/402732/ The Role of Tourism in Rural Development
3 Rural Tourism Assessment Handbook Published by Western Rural Development
Center http://www.ext.usu.edu/wrdc/
4 http://itrhd.com/‟magazine.asp
5 Conclusions of WTO SEMINAR on „RURAL TOURISM IN EUROPE: EXPERIENCES
AND PERSPECTIVES‟ Belgrade, Yugoslavia, 24 and 25 June 2002.

Elective II- 2.5.1 BUSINESS RESEARCH METHODS

Subject code: 2.5 No. of Credits: 5
Objective: The objective of this course is to give students a complete exposure to all
aspects of conducting research, analysing and interpreting the data with tools.
Unit – I: Meaning and importance of marketing research:

Marketing Research, marketing information system -Marketing decision support
system. Research design Introduction to design of experiments -Exploratory, causative,
conclusive and experimental designs.
Unit – II: Marketing research process:

Sources and methods of gathering marketing information - Respondents, Experiments,
Simulation (as a source of Data Generations) and Panels. Sampling design and Sample
size determination. Measurement and scaling - Concept of measurement and scaling –
Types of Scales – Nominal ,Ordinal, Interval and Ratio Scales - Attitude scales
Thurstone's, Likert's, Guttman's, Semantic differential, Reliability and validity of a
scales. Design of questionnaire.
Unit – III: Decision Making Tools:

Decision Theory-Decision making under certainty, Risk, uncertainty, Criteria of
Decision making-Pessimism, Realism, Optimism, Regret, Equiprobable, EMV, EOL,
Cost and value of information, Determination of EVPI utility as a concept of decision
making. Decision tree analysis – Decision Tree- Sequential decision making.
Unit – IV: Non-Parametric Statistics in Research, Multi-Variate analysis McNemar, Sign

Test –One and Two samples, Run test, Wilcoxon Matched pairs test, Mann-Whitney
test, Kolmogorov – Simronov D test, Kruskal –Wallis tests.
Unit –V: Structural and Functional methods-Factor analysis, Cluster analysis,

Discriminate analysis, Conjoint analysis, Multi Dimensional Scaling. Multiple
Regression (Numerical with two independent variables).
Research report - preparation - and presentation - Oral and written presentation.
Suggested Books:
1. Green E. Paul, Tull S.Donald & Albaum, Gerald: “Research for Marketing
Decisions”, 2006, 6th Ed, PHI.
2. Tull and Hawckins, “Marketing Research”, 2000, 4th Ed. Tata McGraw Hill.
3. Luck and Rubbin, “Marketing Research”, 2004, 4th Ed. PHI.
4. Zikmund, “Essentials of Marketing Research”, 2009, CENGAGE Publishers.
5. Martin callingam, “Market intelligence”, 2009, Kogan Page Publishers.
6. G.C. Beri, “Marketing Research”, 2008, 8th Ed, Tata McGraw Hill.
7. Malhotra, K. Naresh, “Marketing Research- And applied orientation”, 2005, 4th
Edition.
8. Alan Bryman and Emma Bell, “Business Research Methods”, 2009, 2nd Ed. Oxford
Press.
9. O.R. Krishna Swamy “Methodology of Research in Social Sciences”, 2008, HPH.
10. S L Gupta, “Marketing Research”, 2009, Excel Books, New Delhi.

Elective II- 2.5.2 PRINCIPLES & PRACTICES IN HOSPITALITY MANAGEMENT
Unit I:
Introduction to Hospitality Industry: Nature, scope, Characteristics – Components of
Hospitality Industry – Careers in Hospitality Industry.
Unit II:
Classification of Hotels: Classification, categorization and registration & approval
process – staffing pattern – Relevant laws etc.
Unit III:
Types of Accommodation: Activities in Accommodation Management: Front office
and / Housekeeping – Bar and Restaurant Management and supporting services –
Service equipment.
Unit IV:
International Hotel Management: Globalization – Emergence of International Hotels –
International – Perspective – Trends – Understanding Cultural Diversity – Managerial
issues – Trends – Problems – Success factors – Study of the one selected
Hotels/Motels/Restaurants etc.
UNIT: V
Trends in Hospitality industry – Usage of Computerized Reservation Systems (CRS) in
hotel industry – Role of associations in the growth of hospitality industry – Functions
& Operations – Global issues & hospitality.
REFERENCE BOOKS:
1. Gray & Ligouri: Hotel and Motel Management and Operations (Prentice Hall), New
Delhi 2000
2. Andrews Sudhir: Food & Beverage Service Training Management (Tata McGraw Hill,
Bombay)
3. Andrews Sudhir: Front Office Training Manual (Tata McGraw Hill, Bombay 1980)
4. Jagmohan Negi: Professional Hotel Management (S.Chand, New Delhi)
5. Kye-Sung Chon & Raymond T Sparrowe: Welcome to Hospitality. An Introduction
(Delmar)
6. Andrews Sudhir: House Keeping Training Manual (Tata McGraw Hill, Bombay)
7. John R Walker: Introduction to Hospitality Management (Pearson )
8. Tom Powers & Clayton W. Barrous: Introduction to Hospitality Industry (Wiley)
9. Tom Powers & Clayton W. Barrouts: Introduction to Hospitality Industry (Wiley)

10. 2 Kye-Sung Chon & Raymond T Sparrowe: Welcome Hospitality. An
Introduction(Delmar)
11. 3 Andrews Sudhir: Front Office Training Manual (Tata McGraw Hill)
12. 4 Jagmohan Negi: Hotel Management (S. Chand)
13. 5 Chuck Y Gee: International Hotel Management – (AHLS – EI)

Statistical tools using Excel-Lab
Unit I: Using Excel for Data Analysis Getting started with Primary Data – Entering Data
into Excel.
Unit II: Working with Charts & Graphs Data Analysis Using Charts and Graphs. Bar
diagram, Multiple Bar diagram, Pie diagram
Unit III: Descriptive Statistics- Measure of central tendency: mean, median, mode,
Measure of dispersion: variance, standard deviation, Coefficient of variation.
Correlation, regression lines.
Unit IV: Inferential Statistics 1
t-Test, F -test, ANOVA one way classification, chi square test, Independence of
attributes.
Unit V: Inferential Statistics 2
Time series: forecasting Method of least squares, moving average method. Inference
and discussion of results.
REFERENCES
1. Michael Alexander , Jared Decker & Bernard Wehbe, “Microsoft Business

Intelligence Tools for Excel Analysts” 1st Edition, Wiley
2. Glyn Davis & Branko Pecar “Business Statistics Using Excel” Oxford University
Press, 2012
3. D P Apte : Statistical Tools for Managers USING MS EXCEL, Excel, 2012.
4. David M Levine, David. F. Stephan & Kathryn A. Szabat, Statistics for Managers
– Using MS Excel, PHI, 2015.
5. Bruce Bowerman, Business Statistics in Practice, TMH, 5/e 2012.
6. Shelly, MS Office, 2007, Cengage, 2009.
7. Ajai.S.Gaur, Sanjaya S.Gaur, Statistical Methods for Practice and Research,
Response, 2009.

MBA (TTM) 3.1: ENTREPRENEURSHIP DEVELOPMENT IN TOURISM

UNIT T – I:
Entrepreneur and Entrepreneurship: Evolution of the Concept of Entrepreneur –
Characteristics of an Entrepreneur –Distinction between an Entrepreneur and a
Manager – Functions of an Entrepreneur – Types of Entrepreneur - Intrapreneur –
Concept of Entrepreneurship – Growth of Entrepreneurship in India – Role of -
Entrepreneurship in Economic Development – Concept of Entrepreneurship –
Functions, growth, Problems, Development, Recent Trends of Women
Entrepreneurship – Meaning of and - Need for Rural Entrepreneurship – Problems and
Development of Rural Entrepreneurship.
UNIT – II:
Factors Affecting Entrepreneurial Growth: Economic and Non-Economic Factors –
Government Actions; Entrepreneurial motivation; Entrepreneurial competencies;
Entrepreneurial mobility; and Entrepreneurship Development Programmes (EDPs) –
Need for, objectives, course contents and curriculum, phases, evaluation of EDPs.
UNIT – III:
Small Enterprises: Definition – Characteristics – Relationship with large units –
Rationale Objectives – Scope of Small Enterprises – Opportunities for an
Entrepreneurial career – Role of Small Enterprises in Economic Development – Their
problems – Project Identification and Selection – Project Formulation – Project
Appraisal – Financing – ownership Structures.
UNIT – IV:
Institutional Finance to Entrepreneurs: Commercial Banks – Other Financial
Institutions such as IDBI, IFCI, ICICI, IRBI, LIC, UTI, SFCs, SIDCs, SIDBI, and EXIM
Bank ; Need for Institutional support to Entrepreneurs – Role of NSIC, SIDO, SSIB,
SSICs, SISI, DICs, Industrial Estates, Specialized Institutions, and TCOs.
UNIT – V:
Venture Capital: Venture Capital Financing Concept and features, Need, relevance
and development of venture capital funds. Structure and regulatory framework of
venture capital financing in India.
REFERENCES:
1. S.S. Khanka, 2007, Entrepreneurial Development, S. Chand & Co. Ltd.
2. Vasanth Desai, 2007, Dynamics of Entrepreneurial Development and Management,Himalaya
Publishing House, Millenium Edition.
3. Dr. Vasant Desai, 2006, Small Scale Industries and Entrepreneurship, Himalaya Publishing House.
4. A. Sahay and A. Nirjar, 2006, Entrepreneurship, Excel Books.
5. S.R.Bhowmik and M. Bhowmik, 2007, Entrepreneurship, New Age International.
6. David H. Hott, 2004, Entrepreneurship New Venture Creation, PHI.
7. Poornima. M Charantimath, 2006, Entrepreneurial Development and Small Business Enterprises,
Pearson Education.
8. Morse.E.A., Mitchell.R.K., 2006, Cases in Entrepreneurship, Sage Publications.
9. Donald G. Kuratko and Richard M. Hodgetts, 2006, Entrepreneurship, Thomson.
10. Raj Agrawal, 2005, Business Environment, Excel Books.

MBA(TTM) 3.2 TOURISM LAWS & CONVENTIONS
UNIT: I
Leisure and Tourism: The Legal Context: Leisure and Tourism – Policy Making and
Planning – Government Roles – Rights: Human Rights, Human Rights
Declarations, Leisure Rights, Sporting Rights, Artistic and Cultural Rights, Tourism
and Travel Rights, Group Rights – Rights and Freedom – Other rights – Rights of
the Citizen – Needs
UNIT: II
The Business of Tourism: A Legal Perspective: Contract: Introduction,
Formation, Essentials, Breach of Contract and Remedies – Negotiable
Instruments: Introduction, Offences, Remedies – Partnerships: Essentials, Duties,
Rights, Restrictions and Process of Registration
UNIT: III
A Legal Perspective II: Citizenship – Passport – Visa - Foreign Exchange: FEMA,
comparison between FEMA and FERA – RBI Guidelines – Carriage of Goods:
Land, Sea and Air – Sale of Goods
UNIT: IV
Ethics and Morality: Basis for Legal Compulsions: Ethics – Morality –
Professionalism – Conventions facilitating tourism – Global Code of Ethics for
Tourism Constitution: Classification of laws and Constitution as a supreme law –
Constitution of India –Legal Procedure
UNIT: V
Laws Facilitating Tourism and Hospitality Sectors: Banking and Insurance:
Insurance and Securitization – Property and Real Estate: Sale of Property, Lease,
Mortgage and Hire Purchase – Tax Laws – Intellectual Property Rights: Copyright,
Patent and Trade mark. Bare Acts: Consumer Protection Act-1986; Constitution of
India – Criminal Procedure Code; 1973 Environmental Protection Act; 1986
Foreign Exchange Management Act; Forest Conservation Act; 1980 Negotiable
Instruments Act; 1981 Prevention of Food Adulteration Act; 1954 Passports Act
etc.,
REFERENCE:
1. Bhulchandani, S. – „Business Law‟ (Himalaya)
2. Kapoor, N.D., - „Business Law‟ (Sultan Chand)
3. Avatar Singh – „Introduction to Company Law‟, Eastern, Lucknow
4. M.C.Kuchhal – „Company Law‟, Vikas 1994
5. Veal, T. – „Leisure and Tourism Policy and Planning‟ (CABI)
6. Bare Acts of Indian Law
7. FHRAI, Food Safety & HACCP Manual for Hotel & Restaurants in India
(FHRAI)

MBA(TTM) 3.3: PERSONALITY DEVELOPMENT AND CROSS CULTURAL SKILLS

UNIT- I
Personality Developmental aspects of Human Beings: Meaning of Personality –
Personality Development – Why PD is required? - Role of the PD – Areas of PD.
UNIT- II
Development of Physical Qualities: Appearance – Habits – Manners – Postures
– Voice – Stamina.
UNIT- III
Development of Psychological Qualities (Mental): Concentration – Alert &
Active – Grasping – Tactful to tackle the people – Convincing Nature – Self
Confidence – Memory Power.
UNIT- IV
Development of Social Personality: Co-Operation and Helpfulness – Listening Skills–
Ability to get along with People – Convincing conversationalist – Likeable Disposition
– Honesty and Sound Character.
UNIT- V
Development of Vocational and Cross Cultural Skills: Co-Operation – Co-
Ordination. Understanding Cross Cultural Differences; Self, Interpersonal and
Organisational – Cross Cultural Exercises; CC Interview, Incident, Skit, News,
Management – Methodology; A Pre-test, Post-test Research Design.
REFERENCE BOOKS:
1. Lt. Col. B. Vaikuntam : Super Dynamics of Your Personality
Development. Purushanva Publishers, Warangal
2. Anjanee Sethi, Bavana, Adhikari, Business Communication, TGH,2013.

DS Elective I- 3.4(a) TRAVEL MANAGEMENT

Unit – I Conceptual Framework-
Tourism: definition, meaning, nature and scope. Tourist, travelers, visitor, transit
visitor and Excursionist - definition and differentiation. Leisure, recreation and tourism
and their Interrelationship .Concept of tourism resource, attraction, product, market,
industry and destination in the context of tourism. Components and elements of
tourism: Intermediaries and suppliers.
Unit – II Historical Dimensions of Tourism-

Travel and tourism through the Ages: Early Travels, 'Renaissance’ and ‘Age of Grand
Tours'; Emergence of modern tourism, concept of “Paid holiday”, understanding
tourism motivations, Factors affecting growth and development of International and
national Tourism, Concept of Push and Pull factors in Tourism.
Unit – III Infrastructure in Tourism

Tourism infrastructure -Types, Forms and Significance. Accommodation: Forms and
types, Transport Sectors: Modes and relative significance, Other support
infrastructures required for tourism.
Unit – IV Tourism Demand and supply

Concept of demand and supply in tourism, Unique features of tourist demand,
Constraints in creating ideal destination.
Unit – V Significance of tourism industry

Economic impacts of tourism: income and employment, multipliers of tourism,
balance of payments, foreign exchange etc. Socio-cultural impacts of tourism: cultural
exchange among nations and international understanding, Impacts of tourism on
ecology and environment.
REFERRED BOOKS
1. Chottopadhyay, K. (1995): Economic Impact of Tourism Development;An Indian
experience, KanishkaPublishers, Delhi.
2. Cooper, C, Fletcher, J, Gilbert, D and anhill, S. (2002): Tourism: Principles and
Practice, AddisonWesley Longman ublishing, New York, USA
3. Kamra & Chand (2002): Basics of Tourism, TheoryOperation and Practice;Kanishka
Publishers,New Delhi-02
4. Kamra, rishna. 2001): Economics of Tourism; Pricing, Impacts,
Forecasting;Kanishka Publishers,New Delhi-02
5. Mishra, S.N; Sadual S, K(2008): Basics of Tourism Management, Excel Books , New
Delhi – 28
6. Prasad, V V V and Sundari V B T (2009): Travel nd ourism Management; Excel
Books , New Delhi – 28
7. Raj. K. (2002): Modern ictionary of Tourism, Ivy Publishing House, Delhi – 95

DS Elective I- 3.4(b) TOUR GUIDING & INTERPRETATION

UNIT: I
Tour Guiding: Concept - History-Dimensions and Present Status. Role and
Responsibilities of Tour Guide- Tour Guides Code of Conduct. Personal hygiene and
grooming checklist for tour guides. Principles of Tour Guide-How to develop tour
guiding skills.
Unit- II
Communication for tour guiding-Language –Posture and Presentation. Roadblocks in
Communication-Speaking faults-Body language for speaking. Tour commentary-
Composition and Contains-Microphone Technique-Sense of Humor-How to deals
with awkward questions Timing and Indications-Apology and Pausing. Linking
commentary with what to be seen.
Unit- III
Visitor interpretation: Concept-Principles and Types. How to develop good
interpretation skill-Popular understanding of a place. Principles of good interpretive
practice. Re constructive and Receptive Interpretation-Personal Stereo type.
Unit- IV
Nature interpretation-Concept-Perspective-Approach-Principles of Nature
interpretation. Intrinsic quality of a Resource Hierarchy of interpretation. Heritage
interpretation.
Unit V
Dealing with Emergencies- Accidents, Law and Order, Theft, Loss of documents. First
Aid: Importance-General Procedures-Evaluation of Situation. First aid Procedure-
Artificial ventilation-Bleeding Control-Treating Wounds. Principles of bandaging-
Treating Burns-Treating Snake Bite-Dealing with Fractures. Complaint Handling.
References:
1. Pond K.L., The professional Guide: Dynamics of Tour Guiding (Van Nostrand Reinhold)
New York, 1993
2. Goddy B. & Parkin I., Urban Interpretation: Vol. I, Issues and Settings; Vol. II Techniques
and Opportunities, Working Papers (School of Planning, Oxford Polytechnic)
3. Marc Mancini: Conducting Tours (Delmar)
4. Foster D, Travel Agency & Tour Operations
5. Dellers, Conducting Tours
6. J M Negi , Travel Agency and Tour Operation
7. M.N. Chand, Travel Agency Management

DS Elective I- 3.4 (c)TOURISM SERVICES MANAGEMENT

CONTENTS:
UNIT-I
Modes of Transport – Introduction- Development of means of Transport –
Role of Transport in Tourism towards a National Transport Policy. Tourist
Accommodation – Introduction – Various types of accommodation – Some Principal
consideration- Who uses Tourist Accommodation – How to get information – A
proposal for a Camp Resort.
UNIT-II
Informal Services in Tourism – Introduction – Dimensions of the informal
sector – Souvenir of sellers in open-air stalls – Street Guides (touts). Subsidiary
Services: Categories and Roles – Introduction – Common Services – destination
specific Services – Catering to Diverse needs – The arguments of Jobs .
UNIT-III
Shopes, Emporiums and Melas – Introduction – The Village and Small town
“hut” – Seasonal and Festival melas- The Emporiums – Private Shops – boutiques and
Co-Operative Outlets – Marketing Organizations at Grass root level – Artisan and
Crafts People – Dilli Hat. Travel agency – operations – Facilitation – Additional
Responsibility.
UNIT-IV
Tour Operator – Introduction – Tour Operator and Operations – Main
Partners – Package Tours – Planning a Tour – Costing a Tour – Marketing Material –
Tourist Transport Operations. Guides and Escorts – Introduction – Defining guides and
Escorts – Role of the Guide – Guiding as a technique – Escorting a Tour.
UNIT-V
Tourism Information: Sources – Introduction – Importance of Information –
Sources of Information (Government Agencies) – Sources of Information ( Private
Agencies) – Sources of Information (Media).
REFERENCE BOOKS:
1. Dharmarajan & Ravindra Seth : Tourism in India.

2. Rathan Deep Singh : Tourism Today
3. Veerandra Kaul : Tourism and the Economy
4. Donald Lundon Berg : Tourist Business, New York
5. David W. Howell : PassPort , Ohio
6. Kathleen Lingle Pond : The Professional Guide

DS Elective II- 3.5(a) HOUSEKEEPING MANAGEMENT

Unit – I:
Housekeeping – Executive Housekeeper and his Duties – Housekeeping Organization
– Staffing activities – Material Planning and Maintenance of Furniture, Fixtures,
Lighting, Guest Room safes, Mini-Bars.
Unit – II:
Material Planning and Maintenance – Flooring, Carpets and Rugs, Wall & Ceiling,
Coverings, Beds and Accessories, Uniforms.
Unit – III:
Lenin Management, Lenin Characteristics – Purchasing – Lenin Control – Cleaning and
Equipment and Agents – Landry dry-cleaning and Stain Removal - Pests & Waste
Management.
Unit – IV:
Swimming Pool Operations and Management – Security Issues – Handling Natural
and Man made disasters.
Unit – V:
Handling Employee Problems – Absenteeism, Poor Orientation employee turnover,
Poor appearance and Hygiene, Poor Performance – House Keeping Manager as a
Leader.
REFERENCES:
1. Professional Housekeeping, Manoj, Madhukar, Rajat Publications, New Delhi,

2001.
2. Organization of Housekeeping management, Dr. R.K.Singh, Aman Publications,
New Delhi, 2005.
3. Hotel, Hostel and Hospital Housekeeping : John C.Banson and Margaret
Lennox, ELST, 2003.
4. Hotel Housekeeping training manual : Sudeer Andres, TMH, New Delhi.

DS Elective II- 3.5(b) BASICS OF AIR TRAVEL TICKETING AND FARE

CONSTRUCTION
Unit: I
Air Travel and World Airlines – Air Travel – International Carriers – Domestic Carriers
– Role of state in Air Transport – Air Transport Regulations.
Unit: II
Airlines Polices and Practices – Reservation Policy regarding children and infants –
Policy regarding restricted and disabled Passengers – Changes – Alterations in
Schedules stand by travel – Passenger check in .
Unit: III
Basic elements of air fares – class of service - fare basis – Air Transportation Taxes – Air
Port Taxes.
Unit: IV
Millage System – More Distant Point Principle – Airways Competition – Fare
Calculation on a hand ticket – Sector Millages – Basic Principle of International Air
fares and Ticketing – Currency Conversion - World Airways Guide – Currency System.
Unit: V
Air ticketing techniques – reservation sheets/ cards – Airline Reservations – Domestic
Airline ticketing – International Airline ticket – Analysis of an Airline ticket – Airline
ticket – Ticket coupon – Air Ticket Information – writing Airline tickets – Inside cover
with limitation of liability- Important reconfirmation notices – Manual ticketing – Air
ticket related traffic documents – How to make an airline ticket? – Airline ticketing
Procedures.
REFERENCES:
1. Air travel ticketing and Fare Construction, Jagmohan Negi, Kanishka Publishers,
distributors, New Delhi.
2. ABC World Wide Air Ways Guide ( RED & BLUE).
3. Air Tariff Book 1, World Wide Fares.
4. Air Tariff Book 1, World Wide Rules, IT fares etc.,
5. Air Tariff Book 1, World Wide Maximum permitted Mileage.
6. Travel Information Manual (TIM).
7. IATA Ticketing Hand Book.

DS Elective II- 3.5(C)BUSINESS TOURISM IN INDIA
UNIT-I :
World Tourism – Manila declaration – Economic Significance – Foreign Exchange
Earnings – Tour Income Multiplier (TIM) – The Nature of Multiplier – Leakages –
Infrastructure – Regional Development – employment Generator – Employment
Multiplier – cultural Resource – International goodwill.
UNIT – II :
Business Travel – Categories of Business Travel – Geographical factors – The
Convention – Domestic Conventions – Business Tourism Market – Conferences and
Conventions – Geographical Distribution – Convention Marketing – ICCA
membership.
UNIT-III :
Incentive travel – Defining Incentive – Travel as an Incentive – Principle users of
Incentive travel – Types of Incentive Organizations – Travel trade fairs and exhibitions
– Participation Advantage – Important Action Areas for participation.
UNIT –IV :
Marketing of New Products – International Tourism Bros (ITB) – ITB Survey – Salon
Mondial Du tourism et Voyages (SMTV) – Feria International Tourismo (FITUR) –
Travel Trade Workshop (TTW) – World Travel Market (WTM) – European Incentive
And Business Travel and Meetings ( EIBTM) .
UNIT – V :
Swedish International Tourism and Travel Fair TUR – Dutch Travel Trade Exhibition
Tour – PATA travel Mart – Computer Appointment Scheduling.
REFERENCE BOOKS:
1. A.K.Bhatia, The Business of Tourism, ( Sterling).

2. Sampad Kumar swain & Jitendra Mohan Mishra, Tourism: Principles and
Practices ( Oxford University Press).
3. J.K. Sharma, Tourism Planning and Development, ( Kanishka).

MBA (TTM) 4.1 STRATEGIC MANAGEMENT

UNIT T – I:
Strategic Management, Developing a strategic Vision, Mission Statement, Establishing
objectives, the concept of strategic Intent, Crafting a Strategy.
Unit- II :
The external environment - opportunities, threats, Industry Competition, Competitor
analysis, the internal environment - Resources, capabilities and core competencies.
Unit- III:
Strategy and Competitive advantage - Generic Strategies, Co-operative strategies,
Merger and Acquisition strategies, Vertical integration strategies, Unbundling and
Outsourcing strategies, using offensive and defensive strategies. Outsourcing, Various
activities for outsourcing, Benefits of outsourcing, growth and drivers of outsourcing,
BPO, LPO, Health care BPO‟s HR outsourcing, Emerging and changing environments
for oursourcing.
Unit-IV:
Tailoring strategy to fit specific industry and company situations - Strategies for
competing in Emerging industries, Turbulent and high velocity markets, Maturing
Industries, Stagnant industries, and Fragmented industries. Strategies for Industry
leaders, Runner - up firms, weak and crisis ridden Business. Diversification Strategies.
Unit- V :
Corporate Governance, Organizational Structure and Controls, Strategic Leadership,
Strategic Entrepreneurship.
REFERENCES:
1. Thompson and Strickland,2005, Crafting and Executing Strategy-

Concepts and Cases,TMH.
2. M.A.Hitt, R D Ireland and R E Hoskisson, 2005, Strategic Management
Competitiveness and
Globalization, South Western Thomson – Learning.
3. Ramaswamy&Namakumary, 2001,Strategic planning and Corporate Strategy,
Macmillan India,
4. G.Saloner, A Shepaid J. Podolny, 2001, "Strategic Management", John Wiley.
5. WheelenandHunger, 2001, "StrategicManagementandBusinessPolicy",Pearson Edn.
6. Mintzberg H, 2005, Strategy Safari, Pearson education.
7. Pearce and Robinson, 2005, Strategic Management, TMH.
8. Banerjee, 2005, Corporate Strategies, Oxford University Press.
9. HBR on corporate Strategy - HBSP - 1999.
10. HBR on Strategy for Growth - HBSP - 1998.
11. .Stuart L Hart, 2005, The unlimited Business Opportunities in solving the
World's Most Difficult Problems, Wharton-Pearson ed.
12. Robert Mittelstaedt, 2005, Will Your Next Mistake Be Fatal ?Wharton-Pearson Ed.
13. R.A.Burgelman, M.A. Maidique and S C Wheel Wright, 2001, Strategic
Management of Technology and Innovation, McGraw - Hill Edn.7.

MBA (TTM) 4.2 INTERNATIONAL TOURISM

UNIT I :
Introduction to International Tourism, Role and functions of International tourism
Organisations, United Nations World tourism Organization, International Civil
Aviation Organisation, Pacific Asia Travel Associaltion, , United Federation of Travel
Agents Associations &American Society of Travel Agents, their aims, objectives and
activities.
UNIT- II:
International Air Transport Association (IATA) – aims – IATA Organisation – IATA
Services – Activities - Operations – Trade Association Activities – IATA Finances – The
Legal Committee – Technical committee – Traffic Conferences and Activities – Traffic
Conference areas – Tariff Coordination Activities – Facilitation – Public Relations
activities – International Civil Aviation Organization (ICAO) : objectives –
Organization of ICAO.
UNIT-III:
Relevant Concepts for effective International Tourism Development. Interational
Development Council report on Tourism – Development International Action Plan –
New Policies on International tourism and International Civil Aviation.
UNIT-IV:
Tourist Traffic and its Development : Destination Development- Sustainable
Development, Man Power Development needs – Management Agencies – Tourism
Policy Analysis – Consumer satisfaction – need for legislation – Right of the Principles
– Swiss Guarantee Fund – Package Holiday – The Ombudsaman of the Swiss Travel
Industry – Directives on Package Holiday – Withdrawal from Contract.
UNIT-V:
Need for Tourism Statistics – Problems, Estimate of World tourist Arrivals and receipts
– Tourism Statistics in India – Estimates of Foreign exchange earnings.
REFERENCES:
1. A.K. Bhatia: International tourism Management, Sterling Publisher pvt. Ltd.,

New Delhi.
2. Chand M. : Travel Agency Management, An Introductory Text, Anmol
Publication, New Delhi.
3. Manual of the Regulation of International Air Tranport.

MBA(TTM) 4.3 TOURISM PRODUCTS OF INDIA
UNIT: I
Definition, Concept, Components and Characteristics of Tourism Products – Different
models of product levels and layers (Kotler & Smith). Issues in Product Designing –
Orientations – Forecasting – Product Life Cycle – New Product Development Process.
UNIT: II
Nature based Tourism Products-Countryside – Climate – Natural beauty (Landscapes,
Mountains, Hills, Valleys, Caves, rocks, Deserts and Terrains) – Hydrological: Lakes,
rivers, waterfalls, beaches and - Vegetation: Forests and Wildflowers – wildlife:
Animals, Birds– The Indian Context.
UNIT: III
Culture and Tradition Based Tourism Products: Sites of historical, Archaeological and
cultural interest – Heritage Monuments – Museums and Art Galleries –Buddhist
heritage sites, Islamic art & Architecture – Medical and Health Systems – Traditional
Fairs & Festivals, Regional Cuisine varieties, Performing Arts, Paintings, Sculpture and
Handicrafts – Folklore and Tribal lore as Tourism Products.
UNIT: IV
Recreation and Entertainment Based Tourism Products: Theme Parks and Resorts -
types, shopping - Duty free shops and Mega malls, Night life and Cultural Events –
Tourism Fairs & Festivals, Modern attractions - The Indian Examples.
UNIT: V
India as a Tourism Destination for all seasons. Major tourism circuits of India &
Emerging Tourism Destinations - World Heritage sites: Criteria for selection – World
Heritage Sites and Monuments in India, Natural areas and Monuments. Field visits to
newly developed Tourism Products (Local/regional/National)
REFERENCE BOOKS:
1. David Weaver, Tourism Management (Wiley)

2. Cooper (et al), Tourism Principles and Practice (Prentice Hall)
3. Manoj Dixit, Charu Sheela, Tourism Products (New Royal Book Co.,)
4. Rabindra Seth, Tourism in India 2 vols, (Kalyani)
5. K.K. Kamra, Mohinder Chand, Basics of Tourism (Kanishka)
6. R.S.Bist, National Parks of India (Publication Division)
7. S.P. Gupts, Cultural Tourism in India
8. David Weaver, Eco- Tourism (Wiley)
9. Shalin Singh „Cultural Heritage of India‟
10. Al Basham „A cultural history of India‟
11. S. Punja „Museums of India‟
12. S. Hutington „The Art of Ancient India‟

MBA(TTM) DS Elective III- 4.4(a)ADVENTURE TOURISM
Unit I:
Concept and Origin: Definition – Principles – Emergence of Adventure tourism –
Growth & development – An Overview
Unit II:
Adventure tourism product: Designing, development, issues and considerations in
adventure tourism development. Basic minimum standeards for adventure tourism
related activities
Unit III:
Land, Water and Air Based Adventure Tourism: Rock and Fort climbing, Trekking and
Camping, Safaris – Mountaineering – Skiing – Water Sports – Water Zorbing,
Waterfall rappelling, Kayaking & White water rappelling , canoeing, surfing, water
skiing, scuba diving; Air based – Para Gliding, Hand Gliding, Hot Air ballooning,
Bungee Jumping etc.
Unit IV:
Adventure tourism Planning and development strategies – Adventure tourism
strategies with special reference to Environmental Protection (Environmental Impact
Analysis) – Product development, Marketing and Promotion through Infrastructure
development – Government and Industry interventions through graining programmes
both at operational and promotional levels.
Unit V:
Resort Management: History – Types – segments of the market – Mountain based and
water based resorts – Development and Management of recreational amenities.
Theme Parks – Categories and Management.
REFERENCE BOOKS:
1. Hill Stations of India – Gillan Wright, Penguin Books, New Delhi

2. India – A Travelers Companion by Pran Nath Seth
3. Kumar: Coastal Tourism & Environment
4. David Weaver : Eco – Tourism ( Wiley)

DS Elective III-4.4 (b) MANAGING SALES AND PROMOTION IN TOURISM
UNIT I :
Introduction to Sales Management – Sales and distribution policy – Formulation of
Sales Strategy – Selling in Tourism. Personal Selling: The Growing importance of
Personal Selling- Situations Conductive for personal Selling – Changing Roles – Sales
Personal qualities – Sales Situation: Diversity, Scope of Activities.
UNIT II :
Sales Process : Introduction – Personal Selling and Marketing Effort – Theories of
Selling – Personal Selling Process – In-Reach Selling. Selling skills – Presentation Skills –
Negotiation Strategies, Principles of Sales Negotiations.
UNIT-III:
Retail Communication : Sales Displays – Principles of Display – Types of Display –
Managing Display Effectively – Training Retailers – Motivating the Retailers. Sales
force Management.
UNIT-IV
Promotional Media Use : Introduction – Media Selection : The Press medium- The
Broad Cast Medium – Aerial Advertising – Promotion Scene. Planning, Managing and
Evaluating promotional Strategy.
UNIT-V :
Managing Sales Promotion – Managing Client- Agency Relations – Message Design
and Development – Media Selection, planning and Scheduling – Measuring
Advertising Effectiveness.
REFERENCE BOOKS:
1. Albert H. Dunn and Eugene M. Johnson, Managing your sales Team, Printice
Hall.
2. Anderson B. Robert, A Professional Sales Management, Prentice Hall.
3. Hebert Zeltner, Guide to Media Management, Lincolwood, NTC Business
Books.

MBA(TTM) DS Elective III- 4.4(c): TRAVEL AGENCY MANAGEMENT

UNIT: I
Travel Agency Business: History, Growth and Present status – Differences between
Travel agency & Tour Operation– Linkages with other Industry participants –Role and
Significance of Travel Agencies and Tour Operators. Future of Travel Agency with
zero commission structure.
UNIT: II
Travel Agencies: Functions – Organization types (rules & regulations: Government-
IATA- Feasibility / Viability-staffing-Tie-ups/sources of earning – commission – service
charges -documentation).
UNIT: III
Travel Procedures (Formalities: Passport – Visa – Ticket – Medicals - Taxes – Travel
Insurance - Customs- Currencies)-Principles (suitability: appropriateness – availability –
speed-cost-dependability)- Record Keeping-Coordination, Back Office Functions
(Travel Accounts etc). Entrepreneurs skills, Problems in the Travel trade
UNIT: IV
Organizational structure and different departments in Travel Agency – working of
network travel agencies (Thomas Cook; TCI; American Express etc) – Current Trends
in Indian Travel Agencies and their Performance. Stand-alone agency, Acquisition and
Mergers
UNIT: V
National and International Travel Trade Associations: IATO / TAAI / UFTAA / PATA /
ASTA etc. Visit to a Regional / National Travel Agency.
REFERENCES BOOKS:
1. Stevens Laurence: Guide to Starting and Operating Successful Travel Agency

(Delmar)
2. Syratt Gweda: Manual of Travel Agency Practice (Butterworth)
3. Foster: Business of Travel Agency Operations and Administration (McGraw Hill)
4. Mart Mancini: Conducting Tours (Delmar )
5. Chunk, James, Dextor & Boberg: Professional Travel Agency Management
6. Morrison: Travel Agency (Network : Arco)
7. Negi, Jagmohan: Travel Agency & Tour Operations: Concepts & Principles (S.
Chand)
8. Middleton: Marketing in Travel & Tourism (Butterworth)
9. Holloway JC., :The Business of Tourism‟ Prentice Hall, London 2002
10. Chand. M., „Management of Travel Agency & Tour Operations‟ Anmol, New
Delhi

MBA(TTM) DS Elective IV- 4.5(a) FRONT OFFICE MANAGEMENT

UNIT: I
Objectives, Goals and Strategies with relation to Hotel, Management of Human

Resources of Front office, Role of Front Officer Manager, Role of Human Resource
Department.
UNIT: II
Hotel Lobby, Different types of Reception counters- Hospitality Desk and the
Furniture-Front Office and its functions – Job Description of Front Office Manager,
Assistant Front Office Manager, Assistant Manager, Reservation Manager and other
people – Receiptionist, Qualities and Duties – Tariff Structure – Room Tariff Cards.
UNIT: III
Communication – Communication Skills – Importance of effective communication in
Hotel Industry – Internal Communication – Body Language – Front Office and Guest
Handling – Pre Arrival Formalities – Room Reservations – Receiving Guests and
assignment of room – Registration Procedure – Rooming of a Guest – Handling
Groups and Group arrivals – Complaint Handling.
Unit: IV
Guest Accounting – Basics of keeping accounts – Front Office – Cash Sharing – Guest
Accounting Process – Night Auditing – Departure Procedure – Occupancy Ratio –
Computing Room availability.
Unit: V
Guest Security – Types of Security – Hotel Fires & Precautions – Guest Service –
Service Standards – International Guests – Managements role in Guest Services – Guest
Service Training – Six Sigma and Customer Loyalty.
REFERENCES:
1. Front Office management, S.K. Bhatnagar, Frank Bros & Co., New Delhi, 2004.
2. Front Office, Operations and Management, Ahmad Ismail, Thomson, Delmar.
3. Hotel Front Office Management – James A.Badri, John Wiley & Sons.

MBA(TTM) DS Elective IV- 4.5(b)

AIR TRAVEL TICKETING AND FARE CONSTRUCTION
Unit: I
Air Travel and World Airlines- Five Freedoms of Air – Passengers Aircrafts and
Aeroplanes – flight Distance – Passenger Capacity and Sitting – Aircraft Sitting Plans –
Food and Beverage Service.
Unit: II
Airlines Polices and Practices – Cancellation and delays - Baggage Tranportation –
Checked Baggage – Checked Baggage: The Weight System – Checked Baggage: The
piece system – Excess Baggage Charge – Special Charges – Pet transport policy –
Special Meals.
Unit: III
Basic elements of air fares – Customes User Fees – Miscellaneous charges – Fare Rules –
Fare Calculation – More than one segment – Special Air Fares – Ticket Issuance.
Unit: IV
Air Fare Construction – Air Line Regulations – Guide Lines for finding and reading
International Air Tariff Rules – Guide Lines for Fare Construction – Lowest
Combination of Fare Method – Millage System – Tariff Terminology – Lowest
Combination of Fares Method. (Fare construction Unit) – Guide to Fare Construction
– How to use Nature Unit of Construction ( NUCs) to calculate fares? – Millage
System – Fare City – to - City fairs – flight routings – ticket designator – alterations –
Reissuance and refunds – Agency Commission.
Unit: V
Air ticketing techniques –Universal credit card charge form – Pre Paid ticket advice
(PTA) – Refund/ exchange notice (REN) – Ticket exchanges – Ticket exchange notice –
cash refund notice – credit card – refund notice – miscellaneous charges order –
Booking a Tour – How to procure traffic document? – Tour Order – ticket
revalidation – Chartered and Group Travel.
REFERENCES:
1. Air travel ticketing and Fare Construction, Jagmohan Negi, Kanishka Publishers,
distributors, New Delhi.
2. ABC World Wide Air Ways Guide ( RED & BLUE).
3. Air Tariff Book 1, World Wide Fares.
4. Air Tariff Book 1, World Wide Rules, IT fares etc.,
5. Air Tariff Book 1, World Wide Maximum permitted Mileage.
6. Travel Information Manual (TIM).
7. IATA Ticketing Hand Book.

MBA(TTM) DS ELECTIVE-IV 4.5(c)

RECREATION AND WELLNESS TOURISM
Unit I:
Introduction: Definition of Recreation – Recreation Concepts – Places – Seasonality‟s
and Recreational activities – Theme Parks & Resorts/ Categories of Theme Parks and
Resorts – Management – Study of one leading theme park and one time share resort.
Unit II:
Wellness Tourism: Origin and development – health as a motivator to travel – the
body, Mind and Spirit relationship – Quality of Life (QOL) – Factors affecting growth
of wellness tourism.
Unit III:
Wellness Tourism Tools & Resources: Tools for wellness: medicine, therapy,
therapeutic recreation, psychology, nutrition, cosmetics – Forms of health tourism –
medical tourism, spa tourism, Ayurveda tourism, Yoga & Meditation tourism, holistic
tourism, spiritual tourism etc.
Unit IV:
Wellness Tourism – An overview: Modern medicine & C.A.M – holistic approach Vs
specialization approach – AYUSH – Ayurveda, Yoga & Naturopathy, Siddha, Unani,
Homeopathy – Chinese medicine and acupuncture, Aromatherapy – Medicinal
properties of Spa water – Modern Spa treatments – Panchakarma treatments – market
size, growth and future challenges for Wellness Tourism.
UNIT- V :
Global Medical Tourism Scenario – Countries promoting medical tourism – Indian
Medical Tourism Potential and Problems – Market size, growth future challenges
REFERENCE BOOKS:
1. Tourism Recreation Research, Wellness Tourism, Journal of Centre for Tourism

Research and Development, Lucknow, Vol. 31, No. 1, 2006
2. M. Smith and L. Puczko, Health and wellness tourism, B. Heinemann (2009)
3. Sonali Kulkarni, Spa and Health Tourism, Book Enclave, Jaipur (2008)
4. Raj Pruthi, Medical Tourism in India, Arise Publications, New Delhi (2006)
5. Swami Vishnudevananda, The Complete Illustrated Book of Yoga
6. David Weaver, Laura lauton, Tourism management ( wiley).
7. Copper (etal) Tourism Principles and Practice ( Prentice Hall).
8. L. Pender & R. Sharpley (eds), The Management of Tourism ( Sage).
9. P.C. Sinha, Tourism Management

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MAHATMA GANDHI UNIVERSITY

NALGONDA – 508 254

Department of Management Studies

COURSE STRUCTURE AND SYLLABUS

The Master of Business Administration in Tourism and Travel Management M.B.A.

1. Bachelor degree recognized by the university as equivalent there to with an aggregate

AWARD OF GRADES FOR PROJECT REPORT AND VIVA VOCE:

RULE FOR OFFERING ELECTIVES:

AWARD OF DEGREE AND DIVISION:

** Grades Excellent, Good, Satisfactory and Unsatisfactory

*** Choice of Electives

READMISSION FOR PURSUING ADDITIONAL ELECTIVE COURSES:

Course Course Title Nature Credits HPW Max Marks

1.3 Marketing of Tourism Core 5 5 20+80

Year-I Semester –II

Course Course Title Nature Credits HPW Max Marks

2.4 Elective-I GE/ID 5 5 20+80

Mahatma Gandhi University., Nalgonda 1

MBA Syllabus Structure As Per CBCS Guidelines

Course Course Title Nature Credits HPW Max Marks

Course Course Title Nature Credits HPW Max Marks

GE/ID- Generic Elective ID- Interdisciplinary

DSE- Discipline Specific Elective

Mahatma Gandhi University., Nalgonda 2

MBA(TTM)1.1: MANAGEMENT AND ORGANIZATIONAL BEHAVIOR

Mahatma Gandhi University., Nalgonda 3

MBA (TTM) 1.2 PRINCIPLES AND PRACTICES OF TOURISM

Mahatma Gandhi University., Nalgonda 4

MBA (TTM) 1.3: MARKETING OF TOURISM

Mahatma Gandhi University., Nalgonda 5

MBA (TTM) Elective I- 1.4: GEOGRAPHY OF TOURISM

UNIT-II: Latitude, longitude, international date line-time difference-GMT variations,

UNIT-IV: Cultural Geography – Influence of physical settings on the growth of

UNIT-V: Recent trends in International Tourist Movements.

1. Bondface, B& Coper, C.Coper: The Geography of Travel &Tourism, London,

Mahatma Gandhi University., Nalgonda 6

MBA(TTM) Elective I- 1.4: ECONOMICS FOR TOURISM

UNIT I: Macroeconomic environment in India – Economic liberalization in India

Mahatma Gandhi University., Nalgonda 7

MBA (TTM) Elective II- 1.5: QUANTITATIVE METHODS

Mahatma Gandhi University., Nalgonda 8

MBA (TTM) Elective II- 1.5: INFORMATION TECHNOLOGY FOR TOURISM

Mahatma Gandhi University., Nalgonda 9

Subject code: 1.6 Computer Lab Practicals No. of Credits: 2

Unit I: Working with MS Word:

Unit II: Working with MS Power Point:

Unit III: Getting started with MS Excel - I

Unit IV: Getting started with MS Excel - II

Unit V: Working with Data in MS EXCEL

Mahatma Gandhi University., Nalgonda 11

UNIT – I : Understanding Accounting Cycle :

UNIT – II: Accounting Statements :

UNIT – III : Finance function in Tourism :

UNIT – IV: CVP Analysis and Budgetary Control:

UNIT – V : Capital Budgeting and Working Capital Management:

Mahatma Gandhi University., Nalgonda 12

1. Wagen & Carlos: Event Management (Pearson)

Mahatma Gandhi University., Nalgonda 13