in this chapter an attempt is made to discuss marketing strategies adop
TRANSCRIPT
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CHAPTER-IV
MARKETING OF PILGRIMAGE TOURISM
Introduction: In this chapter an attempt is made to discuss marketing strategies adopted
for promoting Pilgrimage tourism. For this purpose marketing strategies adopted by
Lakshmi Narsimha swami Temple in promoting Pilgrimage tourism at Yadagirigutta,
Nalgonda has been taken as a study. Among various Arjitasevas, Brahmothsavams, and
various programmes are famous. For the convenience of discussion, the chapter is
divided into two sections.
Section-A covers a brief profile of Lakshmi Narsimha swami Temple and
marketing strategies in the frame work of 7Ps.
In Section-B the responses of tourists, services providers and tours operators
about marketing strategies are discussed.
SECTION-A
In this section an attempt is made to discuss marketing practices adopted by
Lakshmi Narsimha swami Temple in the framework of 7P’s. As a prelude a brief account
is presented about the profile of Lakshmi Narsimha swami Temple.
4.1 Profile of Lakshmi Narsimha swami Temple
In Tretayugamthere lived a sage by the name of Yadarishi son of the great sage
Rishyasrungaandsantadevi who did penance inside a cave with the blessings of
Anjaneya (Hanuman) on this hill between Bonfire(bhuvanagiri) and Raigiri(now in
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Nalgonda district of Andhra Pradesh, India). Pleased with his deep devotion, lord
Narsimha, an incarnation of lord Vishnu appeared before him in five different forms as
SriJwalaNarsimha, SriYogananda, SriGandabberunda, Sriugra and Sri
LakshmiNarsimha. All these five forms (roopas) are presently worshipped within the
temple. They later manifested themselves into finely sculpted forms that later came to be
worshiped as Panchnarasimha Kshetram. The rare Puranas and traditional accounts of
this shrine are widely popular among the devotees. There is mention about the origin of
this temple in the Skandapurana, one of the famous 18 Puranas glowing brightly atop the
sikharam of garbhagriha ( sanctum sanctorum)of this cave temple is the golden
sudarshanachakra (about 3 ft x 3ft) of lord Vishnu (whose reincarnation is lord
Narsimha), the adornment as well as the weapon is a symbol this temple is identified by
from as far away as 6 km. it is said that many years ago the chakra moved in the
direction from which the devotees came as if like a compass guiding them towards the
temple. The chakra considered to possess a mystic power and value, at times, turns on its
own; no human hand is capable of turning it. Another legend also has it that
srimannarayana, pleased with yada's penance, sent Sri Anjaneya to direct the rishi to a
holy spot, where the lord appeared to him in the form of Sri Lakshmi Narsimha. This
spot is marked by a temple located at the foot of the yadagiri hillock, and is located
about 5 km from the present temple. There the sage worshiped the after yadarishi
attained moksha a number of tribal’s, hearing of the lord's presence, came to worship
him at this temple. But, not being very learned, these devotees began to engage in
improper worship. Because of this, Sri LakshmiNarsimha moved into to the hills. The
tribal’s searched for many years to find their lord, to no avail. After many years had
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passed, the lord appeared in the dream of a devout lady among the tribe, directing her to
a large cavern wherein he revealed himself to all as five majestic avatars the aradhanam
and puja in this temple are performed according to Pancharatraagamam. The puja
vidhanam (puja procedure) was given by Vangeepuram Narasimha charyulu who
composed yadagiri suprabhatam, prapatti, stotram, mangalashasanam and served as
Sthanacharya of this temple.
4.2Marketing strategies of Lakshmi Narsimha swami Temple
The marketing strategies of Lakshmi Narsimha swami Temple are to attract more
sevas, Pilgrimages, to organize so many events, grand weddings etc. An analysis and
detailed discussion of 7 P’s frame work of marketing mix strategies is as follows
4.2.1 Product
Services are the main attraction at Sri Lakshmi Narsimha swami temple,
Yadagirigutta is darshan of main deity lord Sri Lakshmi Narsimha swami. In addition to
the main deity, the officers of devasthanam offer many other products to the pilgrims.
1. Places of Interest At Sri Lakshmi NarsimhaSwamy Temple:
In Tretayugam, there lived a sage by name of yadarishi, son of the great sage
rishyasrunga and Santa Devi who did penance inside a cave with the blessings of
Anjaneya on this hill between Bhongir and Raigiri. Lord Narsimha an incarnation of
lord Vishnu appeared as Jwala Narsimha (lord as a flame), when yadarishi was unable to
face the intensity, and the lord appeared in a peaceful form as yoganarasimha (lord in a
yogic padmasana posture with open palms on the knees). Not satisfied with the lord
appearing alone, yadarishi sought to see him with his consort, so lord is said to have
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appeared with goddess Lakshmi on his lap, known as LakshmiNarsimhaswami. To see
these forms one has to go through an entrance that narrows itself into a dark cave. The
cave is formed under a huge rock, which forms a sloping roof into a height of just 5 feet
in the middle for the passage inside. While going through this cave passage in has to
necessarily lower the head slightly. Thus, the very Natural formation of the cave itself
makes one bow involuntarily to the lord. The actual images of the lord are at the end of
the cave. One can see two rocks fastened to each other and forming a vertical cup of
about one- foot between them. On the other side of the rock, we can see the image in the
shape of a serpent head and ending like its tail. This is said to be the aspect of god
known as Jwala Narsimha, first manifestation of lord. Popular tradition has it that a
divine serpent still moves about the image. On the opposite rock, there is another image
of lord seated in meditation (padmasana posture) which is the image of Yogananda
Narsimha, the second manifestation of lord, along with the third manifestation as
LakshmiNarsimha on the same rock. The fourth form, Ugra Narsimha (fiery form of
Narasimha) reveals his fierce mouth to us as the wide entrance to the cavern itself
because it was beyond the strength of sage to see that form and gandabberunda (the
garudapakshi or the engle) is the fifth form of the lord which is said to have been found
sculpted in rock underneath the Anjaneya, known as ‘Kshetrapalaka’ (the one who ruled
over that hill).
Lord Narsimha is believed to have been worshipped by sages (rushes). The region of
Yadagirigutta is reputed to be a ‘rushiaradhanakshetram’ or the place of worship for
sages. Lakshmi Narsimha has taken on the role of a ‘doctor’ and is known as ‘
vaidyanarasimha’ by his devotees at this shrine to cure many chronic diseases and the
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role of a ‘ do gooder’ to those who are under the influence of bad plants, whichcraft and
black magic. Apart from above sannidhis there is a separate sannidhi for Sri Andal.
2. Places Of Interest In And Around Sri Lakshmi Narsimha Swamy Temple :
a) Kulpak: - Also known as Kolanpak, Kulpak in the Nalgonda district is about 20 km
form Jangaon, a famous pilgrimage centre for Jain people and it has much historical
background. When the Jain religion dominated in India, most of the tourists from
different places visited Kulpak.
b) Surendrapuri: - Surendrapuri is a museum located 60 km from Hyderabad and is
very near Yadagirigutta. Surendrapuri is known as mythological awareness centre. It
was established to create an awareness of Hindu mythology by Kundasatyanarayana
in memory of his son Surendra. It contains full sized replicas of almost all the
important Hindu temples and the architecture of the temple inside makes one feel as if
one is in the actual holy place itself. The sculptures are displayed in open air indoors
depending on the size of the replica. Some of the important services offered by Sri
LakshmiNarsimhaswami temple in connection with main product are darshan
facilities, Arjita sevas (paid services) accommodation etc. These are explained below:
I) Darsan Facilities: - The main purpose of visiting Sri Lakshmi Narsimha swami
temple is to have darsan of the main deity Sri Lakshmi Narsimha swami temple. The
officers of devasthanam have made elaborate arrangements in order to provide darsan for
every pilgrim visiting Sri Lakshmi Narsimha swami temple.
Among all Hindu religious places, Sri Lakshmi Narsimha swami temple attracts a
large number of pilgrims. During special occasions like Bramosthsam, Vaikuntaekadasi
etc. the number of pilgrim reaches peak level. Sri Lakshmi Narsimhaswami temple being
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a nonprofit organization has to provide being free darsan to everyone and has to regulate
the pilgrims for darsan. Keeping this in view, Sri Lakshmi Narsimha swami temple
evolved a policy of darsan facilities to suit various segments and social considerations.
Different types of darsan services provided by Sri Lakshmi Narsimhaswami temple are
given below:
a) Free darsan: pilgrims can have free darsan in one way.
b) Paid darsan: pilgrims can have paid darsan by paying Rs. 25/- each Darsan along
with Arjita sevas.
a. Sevas: Sri Lakshmi Narsimha swami temple performs various daily,
weekly and periodical Arjita sevas and utsavams in this temple,
Yadagirigutta are shown below in the Table no: 4.1
Table No.4.1
Arjitasevas
Sevas Timings No. Of Persons allowed
NijaAbhishekam 5:30 am To 6:30am 2
SahasraNamaArchana 6:30am To 7:15am 1
KumkumaArchanaArchana 8:30am To 9:00am 1
Kalyanotsavam 10:00am To12:00am 5
JoduSeva 6:00 pm To 6:45pm 2
PavalimpuSeva (EkanthaSeva) 9:00pm To 9:30pm 1
AstotharaSathaGhatabhisekam 4:30am To 6:30am 2
Source:www.Yadagirigutta.in
Facilities are provided by Lakshmi Narsimha swami temple from its own funds;
some of them are sponsored by donors, which include individuals and institutions. This
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temple has also taken care to provide suitable accommodation for common man to rich
pilgrims. Accordingly number of halls is provided along with basic amenities like
drinking water, bath, toilets, and cloakrooms etc. the details of accommodation facilities
provided by Lakshmi Narsimha swami temple are shown in table: 4.2
II) Accommodation Facilities:
One of the important components of LakshmiNarsimha swami temple services is
providing accommodation to its pilgrims. As already mentioned there is regular flow of
pilgrims to this temple, which range 15,000 on normal days and exceeds 50, 000 on
special occasions. It is the responsibility of this temple to provide suitable
accommodation to different categories of pilgrims according to their tastes and
preference. Accommodation facilities form a critical factor determining pilgrims’
satisfaction.
Keeping in view the need for providing accommodation to its pilgrims Lakshmi
Narsimhaswami Temple has made arrangements through its Choulteries, guesthouses,
and cottages etc, which are shown the table.no:4.2.2
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Table No: 4.2
Accommodation Facilities
Name Block No. Of Rooms Room Type
KalyanaMandapamChoultries 70 Ordinary
PushkariniVeedhiChoultries
35 Ordinary
9 Normal
3 G .House Non A/C
4 V I.P Suite A/C
Sri Chakra Block I & Block Ii 60
Normal(One
Rooms)
Sri Chakra Block Iii 30
Normal(Two
Rooms)
Sri Chakra Block Iii 30
Normal(Two
Rooms)
RajagopuraVeedhiChoulteries
15 Normal
1 G. House Non A/C
1 G. House Non A/C
SOURCE:www.Yadagirigutta.in
Thus Lakshmi Narsimha swami is providing adequate accommodation facilities on
Yadagirigutta is suit the requirements of the pilgrims. It is generally observed that during
normal times these accommodation facilities are adequate to meet the flow of the
pilgrims. However, during peak seasons the pilgrims may not find LakshmiNarsimha
swami temple accommodation and therefore stay in private hotels and guesthouses.
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IV) Transportation: Transportation facilities can be discussed under two heads i.e.
a) Transportation from Various Places to Sri Lakshmi Narsimha Swami Temple,
Yadagirigutta.
b) Transportation within the area of Sri Lakshmi Narsimhaswami temple
Yadagirigutta regarding transportation from other places to Sri Lakshmi Narsimhaswami
temple, Yadagirigutta, there is a wide network of transportation facilities by road; rail
etc. Yadagirigutta is about 60kms from Hyderabad and is well connected by both rail
and road. There are number of buses Hyderabad, Secunderabad and other parts of the
state to Yadagirigutta. The nearest railway station is Raigiri about 3kms for passenger
trains. After alighting at Raigiri, one can take an auto rickshaws’ or tanga. The nearest
railway stations for express trains towards Vijayawada, Nagpur & Hyderabad are
Bhongir and Aler.
v) Tonsure: Pilgrims can fulfill their vow of tonsure at Kalayanakatta, public amenities
complex (Pac) at free of cost and at their place of stay for a fee of rs.10/- per person.
vi) Following is the list of the Lakshmi Narsimha Swami Temple Donation Schemes:
1 Sri SwamyVariSaswathaBrahmothsavam 10,116/-
2 Sri SwamyVariSaswathaKalyanam 6,000/-
3 Sri SwamyVariSaswathaSahasranamaarchana 1,116/-
4 Sri AndalAmmavariSaswathaNijabhishekam 1,116/-
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5 Sri SwamyVariSaswathaNijabhishekam 1,116/-
6 Sri SwamyVariNityaPrasadaVitharana 1,116/-
7 Sri AnjaneyaSwamyAkuPooja 2,000/-
8 Sri SwamyVariNityaNijabhishekam 10,116/-
9 Sri SwamyVariSaswathaNityaSahasranamaarchana 10,116/-
10 Sri AndalAmmavariSaswathaNityaArchana 10,116/-
11 Sri AndalAmmavariSaswathaNijabhishekam 10,116/-
12 Sri AnjaneyaSwamyVariShaswathaArchana 10,116/-
13 Sri SwamyVariAnnadhanam 1,116/-
Donations are also pooled for construction of cottages & Choulteries from
donors. Donations have been fixed for each types of construction according to its value.
The income tax exception certificate u/s 80(g) is available for their donation amount.
4.2.2 Price:
One the Basis of information provided by the officials of the devasthanam and
examination of records it is found that the main objectives guiding the fixation of Pricing
for Various Services Is Given Below:
1) To cover the expenditure involved in the management of temple and other related
activities.
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2) To extend Sri Lakshmi Narsimha Swami Temple Devasthanam services to all
categories of pilgrims including poor.
3) To provide social, charitable and religious services as a responsibility of Sri
Lakshmi Narsimha swami temple devasthanam.
Keeping in view the above broad objectives Sri Lakshmi Narsimha swami temple:
Devasthanam provides free services as well as paid services for various facilities and
sevas.
I) Free Services: - in order to meet the objective of extending services to poor devotees
who cannot afford to pay the Sri Lakshmi Narsimha swami temple devasthanam provides
free services to the poor pilgrims who visit the temple.
The following is the list of free services providing bySri Lakshmi Narsimha swami
temple devasthanam:
a) Free Darsan: Free darsan or dharma darsan is available to the pilgrims who visit
the temple.
b) Free Accommodation: In the Choulteries managed by Sri Lakshmi Narsimha
swami temple devasthanam.
c) Free Prasadams : To the pilgrims 100kgs of pulihoraprasadam and
6kgsdaddojanamprasadanam is distributed freely daily from 7.15 a.m. to 9.00
p.m. Large number of poor people gets benefit of these services through Sri
Lakshmi Narsimha swami temple devasthanam.
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II) Paid Services:
There are many devotees who would like to pay for the services and avail certain
additional facilities and services. Sri Lakshmi Narsimha swami temple
devasthanam has evolved a policy of fixing prices for various services to suit the
needs of different categories of pilgrims the list of paid services offered Sri
Lakshmi Narsimha swami temple devasthanam. Are mentioned below:
Paid Darsan
1. ArjitaSevas
2. Accommodation
3. Annaprasadams
The details of these services are given below:
1. Paid darsan: pilgrims can have paid darsan by paying Rs.25/- for
seeghradarshanam and Rs.100/- for athiseegradarshanam (with two loddus).
2. Various arjitasevas and their prices are shown in the table no 4.3
Table No: 4.3
Prices of Various ArjitaSeves
Sevas Prices
Sri SwamivaariKalyanostavam (Once) 1016-00
Sri SwamivaariOkkaRojuBrahmostavam 2001-00
Sri SwamivariMooduRojulaBrahmostavam 2516-00
Sri SwamivariAidhuRojulaBrahmostavam 3516-00
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Sri Swamivari OonjhalSeva 316-00
Sri SwamivariVendiJoduSeva 316-00
Sri SwamivariNizaabhishekam( OkkasariMaathrame) For Couples
Sri SwamivariNizaabhishekam( OkkasariMaathrame)
500-00
250-00
AndalAmmavaariKumkumaarchana 8am To 9am
4pm To 5pm (PravesamuIddarikiMaathrame)
100-00
Sri SwamivaariArchana( PravesamuOkkarikiMaathrame) 216-00
AanjaneyaSwamivaariAakuPoojaPrathiMagalavaramu
(PravesamuIddarikiMaathrame)
216-00
Anna Praasana ( SwamivaariAaragimpuSamyamulo Ticket MundugaaPondavalenu) 216-00
Sri SwamivaariLakshatulasiArchana/ AmmaVaarikiLakshaKumkumaarchana/
Pushapaarchana)
756-00
Sri SwamivaariSathaghatabhishekam( SwamivaariNakshatramRojuna) 516-00
SivalayamloLakshaBilvaarchana (Okkasariki) 250-00
Ashtotaram 51-00
Seeghradarshanam
AthiSheegraDarshnam (With Two Laddus )
V.I.P Darshanam Saturday & Sundays (with Two Laddus)
25-00
100-00
150-00
Sri AandalammavaariAbhishekamuPrathiSukravaram (PravesamuOkkarikiMaathrame) 216-00
Source: www.Yadagirigutta.in
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In the daily sevas the lowest price is rs.51/- for Ashtotaram and the highest price
is rs.1016/- for Sri SwamivaariKalyanostavam, (once).
SriSeamivariaidhurojulabrahmostavam is rs.3516/-.faith and beliefs of the devotees play
vital role in the performing of various sevas rather than their prices.
III) Accommodation: Sri Lakshmi Narsimha swami temple devasthanam priced its
accommodation facilities at different prices from free of cost to rs.2, 000/- according to
the type of accommodation, which ranges from common hall to air conditioned cottages/
guest houses. Keeping in view of the affordability and of the need the devotees the
prices have been fixed. These are shown in the table no: 4.4
Table No: 4.4
Accommodation
Name Block No. Of Rooms Room Rent Room Type
KalyanaMandapamChoultries 70 50-00 Ordinary
PushkariniVeedhiChoultries
35
09
06
01
03
07
04
100-00
150-00
200-00
300-00
400-00
500-00
1000-00
Ordinary
Normal
Normal
Normal
G .House Non A/C
G. House A/C
V I.P Suite A/C
Sri Chakra Block I & Block Ii 60 100-00 Normal(One Rooms)
Sri Chakra Block Iii 30 150-00 Normal(Two Rooms)
150
JwalaNarasimhapuri
Choulteries
30
10
50-00
75-00
Ordinary
Normal
PrahladhaNilayamChoultries 4 600-00 G. House A/C
S.C Block Halls 02 1500-00 Halls
Source: www Yadagirigutta.in
V) Prasadams: the prices very form Prasadams to Prasadams based on the materials
used in preparation. Prasadams like Pulihoraprasadam are distributed free to all the
pilgrims after having darsan and additional Prasadams are sold at subsidized prices and
some are sold at higher prices pilgrims are more concerned about the Prasadams and
Laddus of the lordwhichare considered as the most pious then the price they are paying
for them the various Prasadams and their prices are shown in table no.4.5
Table No.4.5
Prasadams
S. No. Name of The Prasadams Cost
1. Pulihora 5-00
2. Dadyodhanam 3-00
3. Laddu 10-00
4. Vada 8-00
Source: www.Yadagirigutta.in
VI) Transportation and Package Tours: A Part from buses from Hyderabad to
Yadagirigutta, APTDC operates package tours covering various temples in and around
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Bhongir priced at very reasonable rates for the convenience of the pilgrims who wish to
visit nearby temples along with Yadagirigutta in their pilgrimage.
VII) Tonsure: Pilgrim can fulfill their vow of tonsure at Kalayanakatta, public
amenities complex (Pac) at free of cost and at their place of stay for a fee of rs.10/- per
person.
VIII) Sale of Publication: All religious publication and CDs and cassettes brought out
by theSri Lakshmi Narsimha swami temple are sold bookstalls at a moderate rate.
IX) Performing Marriages etc. At Yadagirigutta: Sri Lakshmi Narsimha swami
temple offers services like ear boring, Upanayanam, and marriage etc. the fees collected
for the following services is fixed by Sri Lakshmi Narsimha swami temple
devasthanam.
4.2.3 Place
In the context of services the place decision include location of service premises,
channels involved in delivering services, designing of distribution system etc. in
the context of tourism services there is no adequate choice regarding location of
tourist center because the tourist destinations may be natural of historical
attractions and they cannot be shifted elsewhere. To avail the main services the
customers should reach the destination. The infrastructural facilities like
transportation, communications, and banking etc. play very important role in
attracting pilgrim’s to Sri LakshmiNarsimha swami Temple. The details are
given below:
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1) Transportation: Transportation facilities can be discussed under two heads i.e.
Transportation from various places to SriLakshmiNarsimhaswami temple,
Yadagirigutta. Transportation within the area of Sri Lakshmi Narsimhaswami
temple Yadagirigutta. Regarding transportation from other places to Sri Lakshmi
Narsimhaswami temple, Yadagirigutta, there is a wide network of transportation
facilities by road, rail etc. Yadagirigutta is about 60 kms from Hyderabad and is
well connected by both rail and road. There are number of buses Hyderabad,
Secunderabad and other parts of the state to Yadagirigutta. The nearest railway
station is Raigiri about 3 kms for passenger trains. After alighting at Raigiri, one
can take an auto rickshaws’ or tanga. The nearest railway stations for express
trains towards Vijayawada, Nagpur & Hyderabad are Bhongiri and Aler.
4.2.4 Promotion:-
The main purpose of promotional activities of tourism marketing is to create awareness
among customers and consumers about products and services offered by the firms to
increase the sales and to have an edge over other competitions. Advertising or publicity,
sales promotion, personal selling, public relations and divert marketing etc. are inclusive
of promotional activities.
I) Newspaper And Magazines :- Sri Lakshmi Narsimhaswami temple
devasthanam, Yadagirigutta advertises through various newspaper and
magazines about forth coming important activities, utsavams, special
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occasions as Brahmothsavams, Vaikuntaekadasi, modifications in sevas,
timings, sevas fees etc.
II) Television: Sri Lakshmi Narsimhaswami temple devastanam’sutsavams,
religious and cultural activities can be advertised in bhakti T.V channel
and S V B C.
III) Radio: - Sri Lakshmi NarsimhaSwami Temple Devasthanams Religious
Programmers and Important announcements can be broadcast over Radio.
IV) Wall Posters: -Sri Lakshmi Narsimha Swami Temple devastanam
advertises through wall posters pasted at important places. Derails of
special utsavams like Brahmothsavams are advertised through wall
posters.
V) Word of Mouth Publicity: - pilgrims satisfied with the services offered
by Sri Lakshmi Narsimha Swami Temple devasthanam during their
pilgrims to Yadagirigutta spread the information to others.
VI) Communications: - Sri Lakshmi Narsimha Swami Temple devasthanam
uses various types of communications to communicate with pilgrims and
others.
VII) Website: - Sri Lakshmi Narsimha Swami Temple devasthanam,
Yadagirigutta uses latest technology in communications for its
promotional activities to offer various services.
4.2.5 People
People element plays very important role in services marketing. In this context people
means the employees, who include front line staff, support personal, high contact
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employees etc. Most of the services delivered through people depend on selection of
employees, training, motivation and behavior.
I) Recruitment and Training: As per the requirements of the various
departments, staff will be appointed by placing notification in the media. Staff
is appointed on permanent, temporary/ad hoc basis and a few staff is taken on
deputation from AP government and other sources. Recently a few jobs are
getting done throughout sourcing.
Sri Lakshmi Narsimha Swami Temple devasthanam is providing excellent
benefits to its staff. Good pay scale with excellent perks including free medical aid,
reimbursement of various expenses by employees. Sri Lakshmi Narsimha swami
temple rewards its employees for their dedicated, devoted and determined service.
The real task for Sri Lakshmi Narsimha Swami temple staff is organizing of
Brahmothsavams and other special occasions.
II) Performance Management: The effectiveness of the staff is evaluated
through the quality of the services they render to the respondents. In this
regard the quality of the staff is classified as very good, average, poor and
very poor for the deep probe in the current study in respects of the following
services.
a) Responding To Inquiries
b) Booking Facilities
c) Services at accommodation
d) Services at arjita sevas
e) Services at darsan
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f) Services at Distribution of Prasadams
g) Services at Tonsure (Kalayanakatta)
h) Services at Cloak Rooms and free Chapel Stands
4.2.6 Process: The service process refers to how a service is determined to a customer. It
includes various decisions. Designing a service system, service process planning,
procedure for delivery of services, technology used in service processing etc. The process
should be such that it should enable to deliver the services quickly, promptly and
efficiently without hassles. The process must be user friendly and cost effective.
In the context of Lakshmi Narsimha Swami Devasthanam process refers to the
procedure involved in delivering various services such as darsan, sevas, accommodation,
Prasadams, food etc. Lakshmi Narsimha Swami Devasthanam has been reviewing the
procedures of delivering from time to time and bringing innovation through use of
information technology from time to time.
The process involved for the important services is briefly discussed below:
I) Dissemination of Information: Required information will be provided orally,
telephonic, correspondence and online.
II) Darsan: Devotees can have darsan in two ways. A. Free darsan. B. Paid darsan
a) Free Darsan: pilgrims can avail free darsan in two methods.
i) Free entry through Vaikunta queue complex-ii without any
formalities. It is open to all. But darsan through Vaikunta queen
complex takes 12 hours to 24 hours depending upon the number
of pilgrims.
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ii) Free entry through sudarshan tokens: devotees can take
Sudarshan/biometric tokens in the Sudarshan token counters
established by Lakshmi Narsimha swami devasthanams at
various points in Yadagirigutta. The advantage of this method is
that the time of entering the queue will be given through
biometric process. Pilgrims can have darsan through these
methods in 5 – 8 hours.
b) Paid Darsan: special darsan facilities are available for entry in to the main
temple for rs.25/-. Devotes have to take Sudarshan tokens by paying Rs. 25/-.
This facility may be availed through various information centers of Laxmi
Narsimha Swami Devasthanams in the state as well as country. The date and
time of darsan will be indicated in these tokens and pilgrims will be allowed to
enter the queue according to their timing. This will help the pilgrims to save
their time.
c) ArjitaSevas: The devotees can obtain ‘Arjitasevas’ tickets in one way current
booking.
i) Current Booking: Some sevas tickets are also sold one day in advance
at the Arjita office. The devotees have to come themselves to obtain
sevas ticket. This sevas tickets cannot be exchanged to others. The
tickets purchased under current booking are not permitted for
postponement of cancellation. Simultaneously pilgrims also can have
and (archanantaradarsan) sevas tickets.
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d) Transportation: Lakshmi Narsimha Swami Devasthanams operates buses from
Yadagirigutta; conduct package tours from Yadagirigutta and carries luggage
free of cost for the pilgrims who reach Yadagirigutta on foot. Lakshmi
Narsimha swami devasthanams also operates free bus services on Yadagirigutta
covering various points.
e) Allotment of Accommodation: pilgrims are provided with free
accommodation and ii. Paid accommodation at both Yadagirigutta.
i) Free Accommodation: Pilgrims can choose free halls where luggage canbe kept in the
lockers. Sleep in the common hall and make use of common toilets and bathrooms. A
deposit of Rs. 25/- per mat and locker is collected which is refundable. Only a few
minutes takes for the entire process. More than 75% of the pilgrims use These Facilities.
ii) Paid Accommodation: pilgrims are provided with paid accommodation at
central reservation complex (cro). Pilgrims after reaching Yadagirigutta has to go
to cro. The allotment will be made according to the availability of
accommodation. Pilgrims has to pay rent plus deposit for lockers at the payment
counter and obtain a computerized cottage allotment slip form the cottage
allotment counter. The room allotment is for 24 hours only. Deposit amount is
refundable at the time of vacating the rooms.
Lakshmi Narsimha Swami Devasthanams introduced on line booking service at
various information centers. Pilgrims can plan their visit to Yadagirigutta advance
and book accommodation, Arjita sevas and other paid services in advance.
Devotees can log onto www.yadagiriguttaonline.com and go for accommodation.
They can select the date and type of accommodation required. The money can be
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paid by credit card. Credit cards, which are having city bank gateway, only are
accepted. Once the money is collected, official receipt will be generated. The
devotees have to get the printed receipt. They have to show the receipt as well as
proof of identity at the internet counter located at Yadagirigutta.
Pilgrims can reserve accommodation 20days in advance by taking DD for
Rs.200/- (ordinary room) or rs.600/- (for a/c room) in favor of executive officer,
Lakshmi Narsimha swami devasthanams, Yadagirigutta and send it to the Dy.
executive officer, Yadagirigutta. The allotment letter will be sent to the party. The
party has to bring the allotment letter at the time of taking room. Pilgrims are
requested to mention the date of visit clearly to avoid any confusion. This helps
pilgrims for a comfortable and satisfied pilgrims it Yadagirigutta.
iii) Cottage Extension: pilgrims seeking extension for further date, have to go to
the cottage extension counter inoffice. In case accommodation is available,
extension will be given. There they have to pay additional rent. In case, due to any
problem pilgrim does not extend the cottage but stays for more than 24 hours,
he/she has to pay additional rent at the time of vacation and show the receipt at
the cottage sub enquiry.
iv) Cottage Vacation: at the time of room vacation pilgrims have to check their luggage
and hand over the keys to the attendant in the guesthouse. They have to see that the
vacation is entered in the computer and noted on the cottage slip given to them. They can
show the slip in any of the caution deposit refund counters and obtain the caution deposit.
Those who vacate the room, hand over keys and do not claim the caution deposit within
eight hours, the same will be credited to Hundi without any intimation.
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f. Security and Volunteers: Sri Lakshmi Narsimha Swami Devasthanams made
elaborate arrangements for the security and safety of pilgrims, their properties and
Lakshmi Narsimha swami devasthanams properties. Additional security and vigilance
personnel are drafted form A.P Police department in addition to the Lakshmi Narsimha
swami devasthanam security staff. All vehicles, pilgrims and their baggage are checked
and finally all pilgrims have to go through metal detector doors before entering the main
temple. Arms, ammunition, non-vegetarian food, alcoholic drinks etc. are strictly
prohibited from carrying to Yadagirigutta. Lakshmi Narsimha swami devasthanams
invites pilgrims as volunteers in to serve at various service points of their choice.
Pilgrims willing to serve in for at least one week have to inform well in advance for
allotment of service and to provide facilities for them.
g. Tonsure: Devotees fulfill their vows of tonsure in the Kalayanakatta. It is well
equipped with solar water heaters, fans, attached bath and toilets. It accommodates 500
pilgrims at a time. Every time a new blade is used for tonsure to ensure highest standards.
Tonsure is performed free of cost at Kalayanakatta and for Rs. 10/- at the pilgrims place
of stay.
h. Prasadam Counters: Prasadam of Lakshmi Narsimha Swami, also known as
prasadam laddu/ is as pious and popular as darsan of the lord. It is a custom and tradition
for every pilgrim to take Prasadams after darsan. Lakshmi Narsimha swami
devasthanams arranged special counters for different types of Prasadams i.e. free
prasadam counters, paid darsan laddu counters, arjita seva prasadam laddu counters,
donors’ prasadam laddu counters, etc.
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i. Annadana Complex: Lakshmi Narsimha Swami devasthanam issues free meals for
devotees after darsan inside the main temple complex. wholesome free meals is being
served at nityaannadana complex to 500 devotees on normal days and 1,000 on festivals
and special occasion as Brahmothsavams etc. from 9.00am to 11.00 pm every day with
the interest earned on donations made to ‘nityaannadana scheme’. Lakshmi Narsimha
Swami Devasthanams staff and Lakshmi Narsimha Swami Sevas volunteers dressed in
clean uniform serve fresh and hot food cooked by solar energy with discipline and respect
in a clean environment.
j.Archakas: Well-trainedarchakas/purohits offer service for performing rituals, puja and
other ceremonies along with regular activities. Pilgrims who wish to perform,
kesakanadana, ear boring, annaprasana, upanayanam, marriages etc., can contact
purohitasangham and their rates are fixed by Lakshmi Narsimha swami devasthanams.
Purohitasangham arranges puja materials on payment one day in advance and performs
rituals either at the regular place or at the cottages as per the convenience of the devotees.
K. Chapel Stand, Lockers and Cloak Rooms: Pilgrims can deposit foot were luggage,
electronic items such as cameras, cell phones etc., at Lakshmi Narsimha swami
devasthanams chapel stand, lockers and cloak rooms for free of cost. Pilgrims will be
issued a receipt on depositing their belongings and will be returned on production of the
deposit receipt issued to them.
4.2.7 Physical Evidence
Infrastructure and accessories provided at the place of transaction for the comfort
and convenience of Pilgrims plays vital role in the marketing of services. In the present
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study a deep probe was made to study the effectiveness of the physical evidence provided
by Sri Lakshmi Narsimha Swami Temple in the marketing of its services through
respondents. The physical evidence at the service point influences the Pilgrims.
Congenial and clean environment, proper arrangements for comfortable stay during their
visit, ambience etc., makes all the different to a Pilgrims.Made Sri Lakshmi Narsimha
Swami Temple elaborate arrangements for the comfort and convenience of the visitors.
The present study is made to find the rating of the following various arrangements
(physical evidence) made at Yadagirigutta.
a) Information centers: Sri Lakshmi Narsimha Swami Temple uses official website as
information to inform the public about Temple.
b) Information material: Sri Lakshmi Narsimha Swami Temple distributes colorful and
attractive booklets, palm plates, calendars and picture cards printed with different
beautiful locations of Temple, posters etc. information material free of cost to all.
c) Communication facilities: Sri Lakshmi Narsimha Swami Temple uses all the modern
technology for its communication purpose.
d) Seating arrangements: This Temple made elaborate seating arrangements and rest
places for visitors to relax and rest at various places all over Yadagirigutta.
e) Illuminations: Sri Lakshmi Narsimha Swami Templeis famous for its decorated
lighting. The entire the Temple is illuminated with bright lighting. Settings, buildings,
and every object is decorated with lights.
f) Sign boards: sign boards with directions, cautions, location maps etc. are placed all
over Temple.
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g) Souvenirs and gift articles shops:Different articles including clothes, handicrafts,
leather goods, perfumes, small electronic items, albums, hats, handbags etc. are sold
at various souvenir shops located at different places at Yadagirigutta.
h) Interior Decoration: Yadagirigutta decorated all its interiors tastefully by
professionals from home and abroad. Every part of Yadagirigutta is unique in style,
decoration, ambience etc. Every care is taken to put the right color, paintings, wall
hangings, chandeliers, furniture, carpets etc. to enhance the image and beauty.
i) First aid and Medical facilities: Adequate first aid and medical facilities are made for
treatment of minor illness or accidents. Yadagirigutta has a clinic with a full time
doctor and staff with necessary medicines and equipment.
j) Spittoons and Dustbins: visitors at Yadagirigutta are requested not to spit and throw
garbage/ waste in open, which creates unhygienic and dirt environments. To
overcome this problem Yadagirigutta arranged dustbins and spittoons at various
places, which are cleaned frequently.
k) Toilets and Bathrooms: clean and neat bathrooms and toilets are located at different
places for the convenience of the visitors to Yadagirigutta.
l) Road and transportation: BT roads all over for the comfortable journey of the visitors
inside Yadagirigutta. At some places tiles are fixed for good look.
m) Drinking water points: Cool and fresh water is available all over at Yadagirigutta free
of cost.