Project LTA: Model of Community Development and its Sustainability Tripathi Vivek Kumar1,* 1Assistant Professor, Department of Management, Hindustan College of Science and Technology, Mathura, Uttar Pradesh, India *Email id: vivekktripathi@gmail.com
Abstract Agra, city of Taj, a prominent place of Uttar Pradesh, India, is attracting a large number of tourists, both international and domestic, annually. Tourism and allied services contribute significantly to the Gross Domestic Product (GDP) of Agra in terms of revenue and employment opportunities. As a part of service industry, ‘people’ constitute one prominent factor of service quality perception of visitors. One of the main problems that visitors consistently reported in the region is Lapkagiri of auto and taxi drivers, and this surely has resulted in deterioration of image of Agra. To target the issue, a project was initiated with name lapka to aapka which tries to provide training, counselling and mentoring to auto and taxi drivers of the city to change perception and image of auto drivers. The project motivated various auto drivers to join the campaign and help develop better skills and contribute to value-added services of their city. During span of 3 years, the project has registered members more than 100 as brand ambassadors, and more and more people are associated with the project indirectly and extending their contributions to social issues. Top Keywords Service quality, Lapkagiri, Brand ambassadors, Value addition, Community development, Counselling, GDP. Top |