Informatics Publishing Limited

C. Pradeep Kumar ¹, R. Sakthivel ², Hareesh N. Ramanathan ³

Affiliations
1 Bharathiar University, Coimbatore Tamil Nadu, IN
2 No Affiliation
3 Department of Management Studies, Toc H Institute of Science and Technology Kochi, Kerala, IN

Abstract

The robust growth of tourism industry was quite satisfactory even in the toughest macroeconomic environment across the globe. Nearly 85 percent countries have reported positive growth and out of this 33 percent have recorded double digit growth. The travel and tourism industry holds tremendous potential for contributing to the Indian economy also. The Government of Kerala, by way of an aggressive marketing strategy has envisaged the achievement of a yearly growth rate of fifteen percent on foreign tourist arrivals and seven percent on domestic tourist arrivals respectively. Despite the sluggishness in targeted market, tourism operators are putting all efforts to attract tourists with innovative marketing techniques to achieve the envisaged target. Though the Government of Kerala has taken so many initiatives to reduce the gap in the man power requirement, this could not be achieved. Attrition rate of this industry has not only been causing a dent on the performance of existing staff but it has an adverse effect also in the tourism sector as a whole. Keeping this in view, a questionnaire survey was conducted among the professionalsassociated with tourism industry to find out the competency needs of tourism managers who can perform and meet the target in this dynamic environment. The data was subjected to statistical analysis and found the various generic and functional competencies that are required for managing the tourism industry effectively.

Keywords

Competency Model, Generic Competency, Technical Competency, Kerala Tourism

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C. Pradeep Kumar ¹, K. R. Renjith ², C. N. Nimal ³

Affiliations
1 Professor, Adi Shankara Business School, Kerala, IN
2 Assistant Professor, Adi Shankara Business School, Kerala, IN
3 Associate Professor, Adi Shankara Business School, Kerala, IN

Abstract

India is one of the largest and fastest-growing economies and the organisations in India needs to compete with other developed countries to keep the momentum and achieve the higher growth rate than other countries. Competitive offerings by telecommunications firms have turbocharged internet subscriptions and data consumptions by the individuals and organisations. The competition among the firm is increasing, and it is a fact that the organisation which is capable of exploiting the technology in a better way will outsmart other in the competition. Though the union government and state government prioritise the information technology training, the employees are still not perceived the advantages of digitalisation. The digitalisation effort by few organisations is either not taken off or left at midway due to lack of support. Hence, this study is to evaluate the factor influencing the organisation digitalisation. It is found that all factors like employee satisfaction, perceived usefulness and easiness of technology are strongly correlated with employee readiness to accept the digital transformation. Employee insecurity and discomfort negatively correlated on digital transformation.

Keywords

Employee Satisfaction, Employee Readiness, Perceived Usefulness, Perceived Ease of Use, Digital Transformation.

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