Research Methodology

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 Research Methodology

Sr.No. Index Page No.

2 Research Methodology 32

2.1 Selection of the Topic 33

2.2 Problem of research 33

2.3 Objectives of Research 34

2.4 Significance of study 34

2.5 Research Method 34

2.6 Sources of Data 35

2.7 Research questions 35

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 Research Methodology

This research studies various programs of Gujarat government till date, for the
development of tourism sector. Scope of this research extends to various schemes of
Gujarat government and its initiatives for the development of tourism sector. Study
focuses over various initiatives of Gujarat government for the development of tourism
industry. Data used for the study is secondary data. This data is collected from various
sources like government portals, reports and some websites. Data is related to number of
tourists, number of hotels, tourists’ arrivals at a global level and in India, foreign
exchange earnings, and availability of infrastructural facilities in India. It helps to know
the stand of India at a global level as well as stand of Gujarat at India level. Ultimately,
this study focuses on requirements of more initiatives and perspective role of government
for the development of tourism sector.

2.1. Selection of the topic

Tourism is emerging as important sector at India and international level.
Moreover, it plays significant role for the development of economy. Not only that but
economies which do not enjoy better infrastructural facilities and economic advantages,
can also be developed with the help of tourism development. Objective of economic
growth can be realized with tourism development.
Even government needs to take professional initiatives and targeted actions to
have tourism development. Even researchers from various disciplines and from different
countries have attended tourism as a study in the present time because of its increasing
importance and vast linkage with different sectors.
Different states enjoy different kinds of geographical and socio cultural
environment and resources. Therefore, it’s needed to have different kinds of programs or
schemes to attract more number of tourists. As tourism is recognized as an important
sector in India and Gujarat, researcher as being resident of Gujarat, has attempted to
study this problem.
2.2. Problem of research:
Micro study of selected plans of Gujarat government for the development of
tourism sector.

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2.3. Objectives of Research
1. One of the important objectives of research is to study various plans, initiatives of
Gujarat government and its impacts over economy during specific phase.
2. To examine past, present tourism schemes and future plans
3. To identify tourism potentials in Gujarat to attract foreign tourists from all over
the world.
4. To study interdependence of economic growth and tourism growth.
5. To study development of tourism and allied sectors in economy.
6. To suggest certain measures for tourism plans.
7. To analyze tourism perspective in state.

2.4. Significance of study

As tourism is interlinked sector, its study becomes more complicated and complex
because observations of impacts may not be exact or much accurate. Therefore, this study
still leaves room for further study.
From the perception of state, government can identify more effective programs;
recognize limitations of past programs and guidelines for future action plans. Even it may
be useful for the people who want to attempt for studies of similar nature.
2.5. Research Method
Research method used in this study is based on secondary data. Data collected for
this study is of secondary form. For this study, different data of different references have
been collected for the purpose of further study.
Research reaches to generalization of specific things on the bases of secondary
data selected. Here, different data related to tourism are taken. Use of this data helps to
know the gap between availability of facilities in different regions of India and at world
level, and same comparison in Gujarat. Moreover, data of arrivals of foreign tourists in
India and world facilitates comparison with Gujarat and requisite actions of state
government in this field.
Different data revealing different details facilitate to reach to conclusion from
generalization of details.

34
2.6. Sources of Data
Sources of Data used in this study are of secondary nature. It means no primary
data is used or collected for this study. Data of various plans and programs as well as
statistics used are collected from
1. Government portals 2. Government reports 3. Books on tourism
4. Research papers 5. Relevant articles 6. Thesis on tourism
7. News papers and websites for the study of tourism sector.

2.7. Research questions

1. Gujarat to get power boosters from tourism sector.
2. Expansion of employment opportunities with tourism development.
3. Gujarat to attract foreign tourists and foreign earnings with aggressive initiatives of
state government.
4. Important role of tourism in economic growth.
5. Development of tourism also leads to growth of allied industries.

2.8. Limitations of the study

As all studies and researches have limitations, any study just makes more ground
or room for further study. Same as researcher faced certain limitations during the phase
of this study. Certain limitations are listed below.
1. This study is limited to plans of Gujarat.
2. It makes use of only secondary data.
3. Specific aspect from generalization has its self imposed limitation.
4. Availability and access to data related to plans.

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LITERATURE REVIEW

36
 LITERATURE REVIEW

Bhardwaj.D. & Ahuja.O. (1998) noted certain important matter under head of
measurement of domestic tourism in his paper titled “Domestic Tourism and its linkage
with international Tourism – Indian Case Study. Author has taken help of survey
undertaken in the year 1981 and indicated motivation to travel to destination. Almost
51% of tourists were travelling for leisure and 21% for business. Pilgrim tourists recorded
at 13.5%. It is graphically displayed as…

The major tourist generation regions in the country were industrially developed
states of Maharashtra, W.B., U.P. nad Gujarat, besides Union Territory Delhi. They
shared among themselves about 50% of total domestic toruists. It clearly indicats that the
growth of tourism essentially depends upon and business prosperity.
The development of tourism infrastructure for the growth of international tourism
in India is directly linked to the growth of domestic tourism. Today, the development of
tourism infrastructure in the country basically caters to the demands of domestic toruists
and those which meet the requisite standards and quality of services also form part of
facilities for international tourists. As demand from international tourists has not been
large and has beed adequately met by the supply side of domestic tourism is considered
as the base for develoment of international tourism of India.2

37
 Roy.K & Tisdell.C. (1998) have discussed pros and cons of state and private
sector participation in tourism development. The book has noted that Indian Public Sector
does not have enough financial resources to improve the performance of tourism
industry. Even if state does not financial capacity, peoples’ adherence to public sector
rules and regulations governing tourist places and tourism industry would be weak as
public perception of the state is that it is weak, inefficient and corrupt. Hence, it is worth
considering whether the private sector should be allowed to manage some of those
aspects of tourism industry which are wholly under state control.
Tourist places could be better managed and protected by private sector agencies.
Although, the private sector management of tourist spot and tourism development can
create greater monopoly power for private sector, with an efficient and honest
bureaucracy, state can exercise some control over activities of private sectors.
Eco tourism and farm tourism have been gaining importance due to worldwide
concern about social and environment effects of mass tourism. For sustainable tourism,
ecological stability and reproduction of natural resources are of significance. This reduces
considerable involvement of state in the development of eco tourism. India has made very
little effort to utilize full potential of eco tourism. More than three million people, mostly
of scheduled tribes live inside these protected areas. Living with tribal families could be
an important component in package of eco tourism. But a successful development of eco
tourism in India would require not only the cooperation of public and private sector but
also cooperation among neighboring states.8

Singh.R. (2005) refer to some of the key issues concerned with tourism. It can be
discussed as..
Tourism plays significant role in most economies of world. Countries are even
trying to get larger share out of it and making extra efforts to grab opportunities. Not only
in India, but at a global level tourism is viewed as a separate industry that can be helpful
for overall development of economy.
Importance of tourism is increasing day by day still global tourism is facing
different challenges that need to be resolved with cooperation of different bodies and
organizations. Some challenges faced by global tourism are..

38
 1. Understanding expectations of Travelers
Easy availability of information and familiarity with available options to tourists,
it becomes important for countries to understand expectations of travelers. Tourism was
of monotonous type market in past years. Now it has become diverse and fragmented
market. Tourism market can be fragmented in different age groups.
It is expected that travel by aged group of people is increasing as compared to
other age group people. So, steps need to be taken to attract these kinds of senior citizens
group of people.
Survey of Western Australia Tourism Commission refers certain age segment as
“Children of Information age”. This segment of young tourists is well educated, more
sophisticated in their choice, fully familiar with competitive market has to offer. These
tourists are continuously in search of new tourism products. Moreover, they are not
destination oriented; rather they are more interested in experience. Therefore, it becomes
important to cater this segment and exactly fulfilling their requirements.
2. Information Age
Information age or knowledge age has changed many aspects of economy. It also
has strong impression over tourism too. More and more number of people are using
internet to arrange for their vacations or travel packages.
International Federation for Information Technology and Travel and Tourism
reported in January 2005 that use of wireless gadgets, internet and smart or personal
digital assistance have changed the world business and have converted into smart
business. Even with more awareness regarding internet, people also have diverted to
purchase tourism products online because it has increased flexibility and also saves
money, time and energy.

3. Marketing Campaigns
It is also the era of marketing, no one can deny. It’s important to offer good
quality at the same time its more important to reach to customers.
Tourism can capitalize opportunities in the country by suitable marketing
campaigns via different mediums to reach to niche market. Madhyapradesh, Maharashtra,

39
and even Gujarat, have taken step to reach to potential tourists by marketing campaigns.
Governments are using Newspapers, Radio and TV to promote their tourism all over
country. Even they can make use of trade fairs or festivals to explore more opportunities
for tourism industry of the state.

4. Workforce Management
Tourism is not treated as basic industry as business volume varies according to
season. So it is difficult to attract workforce permanently in Tourism industry.
Some employees consider tourism as just a gateway to labor market of the
country due to its seasonal nature. Moreover, there is always shortfall of labors in tourism
compared to demand.
It becomes important to be sound labor strategy which can prepare quality labors
and even to enhance quality of jobs in tourism industry which attract labors permanently
in tourism industry. Sometimes tourism is ill perceived as a career choice. Therefore,
government needs to focus on providing long term career opportunities and prospects in
hospitality management and operations.11

Bhatia.A. (2006) uses the reference of Peter (Peters, Micheal, International

Tourism, London, Hutchinson, 1969) that tourists are attracted to destinations due to
natural attractions like sun and sand, scenic beauty or sporting facilities etc. However,
these are very basic to tourism. Unless these are available, tourists will not be motivated
to visit the place. However, tourists may have variety of tastes and interest and tourists
might select from wide range of attraction available at various destinations all over the
world.3
Peter has drawn up an inventory of various attractions which are of very
significance in tourism. These are divided in five categories.

40
 Peters’ inventory of Tourist attractions.

1. Cultural Archeological sites, Historical monuments, Places of historical

significance, Museum, Religious Institutions, educational institutions
and Modern culture
2. Traditions National festivals, Arts and Handicrafts, Music, Native life and
customs.
3. Scenic Wildlife, flora and fauna, Beach resorts, Mountain resorts,
National parks or sanctuary.
4. Entertainment Participation or viewing sports, Amusement and recreation
parks, Cinema or theaters, Night life
5. Other Climate, Health resort & Spa, yoga or Meditation centers

Iyer.K. (2006) he has noted that Assam has wide natural resources and huge
potential of eco tourism. Every one million Rupees can generate 47.9 direct jobs. Assam
has also introduced Assam National Park Act. 1968 and Assam Forest Protection Force
Act. 1986 to protect wild life and natural resources in Assam.
Assam enjoys different types of tourism to earn foreign currency and to attract
domestic country. 1. Nature Tourism 2. Tea Tourism 3. Eco Tourism 4. Cultural
Tourism 5. Pilgrim Tourism 6. Adventure Tourism 7. Golf Tourism . Assam has wide
potential in these forms of tourism for development of tourism as a separate industry.
Government of Assam has focused on Tea Tourism and Rongali Utsav as a publicity
campaign as taking innovative thoughts. Assam Tourism is still facing various problems
like 1. Lack of Infrastructure 2. Lack of coordinated efforts 3. Absence of guides.
However, certain steps can be taken to attract tourists from various regions of
India and world.
1. State policy for tourism 2. Fixation of targets
3. Publicity drive 4. Infrastructural development
5. Facilities for touri sts 6. Cultural Programs
7. Communication network 8. Fiscal incentives
9. Co ordination with various bodies and agencies
10. Role of media 11. Tourism package for North East

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 Iyer.K. (2006) give insight into tourism industry of different states that can be
discussed as follow.
1. Tourism in Assam
Nature has blessed Assam tremendously made tourism, nature centric despite
there are historical and religious destinations in Assam. An attractive feature of Assam’s
forestry is its colorful wildlife. Even some species are exclusively found in Assam only.
Tea was discovered first in Assam in 1823 by two Britishers. Since then tea has
become integral part of Assam’s economy and therefore new field Tea tourism has also
emerged in Assam. Colorful people, enchanting songs and dances, sprawling bungalows
attract people to Assam. Even these tea gardens have polo fields and golf courses.
Moreover, these gardens have 30 air strips and helipads maintained by Tea Garden
Management. These facilities can also form into an attractive package for tourism.
Infrastructure and rest houses with modern amenities are available with Tea estates. So,
coordination with tea garden management can effectively work a lot in promoting tea
tourism in the state. Tea tourism has very good potential in Assam and it is unexplored.
Assam has even immense scope for eco tourism as its natural scenario and climate
condition alike Kerala. Assam needs to develop good roads to reach tourist destinations.
Even it needs to develop infrastructure facilities to promote nature tourism. Assam has
also an opportunity to promoted cultural tourism as people with distinct language,
culture, way of life, festivals, songs and dances reside in Assam. Even people celebrate
colorful festivals which promote Assam for tourism development.
Kamakhya situated on Nilachal hill is one of the destinations of pilgrim tourism.
It becomes centre of attraction in June when it celebrates Ambubchi Mela. Still most of
pilgrimage centers in Assam do not have adequate facilities to the tourists. Assam also
enjoys opportunities for adventure tourism like rock climbing , trekking, parasailing,
water sports, river rafting promoted by the department of tourism.
Not only that but Assam also has wide opportunities for golf tourism as it has
about 10 gold courses located mostly within compact areas of tea gardens. Many
domestic and foreign tourists arrive to play golf which help state to develop golf tourism.

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 Status of tourism
In the year 2000-01, foreign tourist fetched $3 billion to central government
exchequer making tourism second highest net foreign exchange earner in the country. But
Assam only got 0.22 per cent foreign visitors to India. Even there has been rise in number
of tourists and foreign exchange earnings from 1996’97 onwards despite the fact law and
order situation in the state has not been satisfactory.
Absence of tourism policy
Government of India has a policy for the development of tourism as a separate
Industry, it has been introduced in the year 1982 and revise in the year 1993 to envision
global tourism based on Swagat (Welcome), Suvidha (Facilities), Soosna (Information),
Suraksha (Protection).
Unfortunately, it is not available in any of the offices connected with tourism.
Even efforts were made in 1987 and in 1992 but it appear that these steps did not bring
forth any concrete results. However, Media has been giving adequate publicity through
different mediums highlighting importance of tourism in economic development.
Restricted Area Permit (RAP)
RAP to North Eastern Region was enforced in 1955 in the backdrop of alleged
missionary involvement in Naga rebellion. Under this, foreign tourists intend to visit
North East including Assam has to pass through long procedure to ask for permission
from Home Ministry. Unfortunately, ghost of RAP continues efforts to disabuse false
apprehension in the mind of foreign tourists are minimal.
Whole of North East including Assam has been experiencing violent movements.
However, some of were secessionists in nature. Even domestic and foreign tourists
consider it risky to visit this part of the country. General impression has been that any
foreign or domestic tourists could be soft targets. So they hesitate to take this adventurous
journey to Assam.
But opposite of this belief, there isn’t single instance of harassment, not to speak
of threat to life to any tourist. Manas sanctuary is a beautiful national park in the country
is virtually under control of Bodo militants, so it is not considered safe to visit the place.
However this sanctuary is now open for tourists but it will take time to wash out long
standing impression of tourists about sanctuary.

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 Still there are certain problems need to be addressed which may prevent potential
development of tourism is Assam. Assam government needs to make concrete efforts for
the development of tourism.

1. Lack of infrastructure
2. Lack of co-ordinated efforts.
3. Absence of guides.

Important issue of promoting tourism through which handsome source of foreign

exchange can be earned, not to be handled in isolation.
Here, multilevel strategy has to be developed to give separate status of industry to
tourism. Following points are advanced in this direction.

1. State policy for tourism

2. Fixation of targets
3. Publicity drive
4. Infrastructure
5. Facilities for the tourists.
6. Cultural programs
7. Communication of network
8. Coordination with various bodies and agencies
9. Fiscal initiatives
10. Tourism package for North East
11. Giving role to media
12. Spring festival

Role of government
Good governance is drive to economic development of the state. Government can
make positive efforts by framing high order strategies to generate positive sense in the
field of tourism for the realization of targets. Following points can be highlighted with
this reference.

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 1. Problem of security has to be resolved strongly to make tourists feel, they are
safe.
2. Publicity actions need to be taken aggressively.
3. Government needs to involve people by offering incentives that will help to
develop wayside incentives.
4. To have effective coordination between various government departments directly
or indirectly related to tourism.
5. Central government assistance to upgrade infrastructural facilities and to have
close supervision for timely execution.

2. Tourism in Goa
Goa is one of the most visited tourist destinations of India. Goa is favorite
amongst tourists because of its history preserved in forts, churches and traditional homes.
Even its sunny beaches, resorts, green countryside, forests and wildlife as well as
hospitality of Goan people.
Goa has lot to offer to every tourists like sunny beaches, modern resorts, fusion of
traditional and modern living, international hi fashion gourmet cuisine and blend of fiery
local liquor.
Attractions of Goa
There are many things in Goa which attract tourists from all over globe. Even all
these things help tourism department of Goa to force economy towards growth. Goa is
such a destination which makes feel every tourist to be in joyous journey irrespective of
their objective of journey.
1. Drama
Goa is highly rich in the art of drama. Basically folk drama forms with songs and
music. There are certain forms like jagar, and tiatr which make it rich culturally.

2. Festivals
Goa perhaps celebrates festivals every month through out the year, generally
social or religious in nature. Even Goa specifically celebrate artistic festivals also. There

45
are certain festivals celebrated all over Goa while some take place only at particular
places. Goa generally celebrate all Hindu and Christian festivals.
3. Forts
Goa forts are smaller in size compared to Indian standard. However, these were of
great importance in reference to politics and military, even helped economy for smooth
trading. Specially forts like Aguada fort, Caba De Roma fort, Cabo Raj Niwas, were of
best architectural examples of Goa.
4. Art Kala Academy
Goa enjoys real essence of unity in diversity. Goa also has Asia’s first Museum of
Christian Art at Salce Taluka which attract Christian art lovers from all over world. Even
Calouste Gulbenkian Foundation of Portugal and Lisbon has provided funds for
restoration of these Christian art objectives.
Kala Academy of Goa is the state sponsored autonomous organization in 1970.
The basic objective of Kala Academy is to focus at preserving, fostering and developing
dance, drama, music, literature, and other arts.
5. Architecture
Goa also has rich architectural heritage to visitors. Archaeological survey of India
have made great efforts for restoration of ancient site such as caves, sculptures, temples,
churches, mosques, forts etc. Even numerous caves have been discovered through Goa.
Some caves were used for residential purpose and religious purpose and some for both.

6. Churches
Churches at Goa are of great importance with reference to interest of domestic
tourists and global tourists. There are many churches in Goa which make tourism
industry rich.
There are churches like Pilar seminary. Here seminary means a school which
prepares students to be priest or pop. Other churches are Rachol seminary, Seligao
Seminary, Chapora river, Mormugao Harbour , Tiracol river, St. Paul Gate, Palace of
Adil Shah, Church of St. Augustine, Viceroy’s church. These different churches were
established for different objectives. Still it owes importance for all types of tourists.

46
 7. Dances
Goan people enjoy festival celebration every month. Same way they are also fond
of dances. There are different forms of dances in Goa. Moreover, these dances have its
own nature and people enjoy it with every different perception. There are different forms
of dances in Goa like Ghode Modni, Goff dance, Kunbi Dance, Lamp Dance, Musssal
Dance, Romat Dance etc.

8. Beaches of Goa
Goa is the hottest and attractive destinations in India for its sun kissed sandy
beaches. Even Goa can be considered as synonymous of Goa. There are standard,
premium, and luxurious hotels and resorts in Goa which cater all types of tourists
according to their taste and budgets.
There are different beaches like Laguna Anjuna, Baga Beach, Colva Beach,
Calanguate Beach and Palolem Beach, Vagotor Beach, and Dona Paula Beach which
make Goa beautiful tourist destination to feel in.

9. Temples
Temples in Goa are also part of tourist attractions. Moreover, these temples are
distinct from other temples of Goa. These have different architecture, environment,
spaciousness etc.
These are some famous temples of Goa.
 Shri Bhagwati temple – Parnem Taluka
 Shree Brahma temple – Valpoi
 Shree Bhogeshwar temple – Mapusa
 4.Shree Anant Devasthan - Savoi Varem – Ponda Taluka
 Shree Daodar temple – Zambulim
 Shree Datta Mandir – Dattawadi
 Shree Devki – Ravalnath temple – Marcela
 Shree Chandranath temple – Paroda

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 10. Wild Life & Bird Sanctuaries
Goa is enriched with diversity of wild life including birds and mammals. Wildlife
preservation is priority for the government. Government has set up 3 wild life sanctuaries
and 1 bird sanctuary which really reveal its scenic beauty.
There are various wild life sanctuaries like
1. Bhagwan Mahavir wild life Sanctuary : 60 Kms. from Panji
2. Bondla forest : 50 Kms. from Panji
3. Cotigao Wildlife Sanctuary : 80 Kms. from Panji
4. Salim Ali Bird Sanctuary : It is located at western tip of island of Chorao along
river Mandovi near Panji.

Tourism Development in Kerala

Tourism is emerging as a new service economy that helps economy to grow.
During last few years Kerala Government has been giving more priority to this sector.
Kerala is a unique tourist destination having variety of attractions like waterfalls,
backwater, Beaches, warm weather, wild life, festivals and diverse flora and fauna.
Due to world trade center incident, Indo Pak border tension and other terrorist
attacks in India, Tourism Industry suffered set back. In the year 2002, India recorded a
decline of 6.92 % but surprisingly Kerala witnessed considerable growth of 11.37%
including 6.29% rise in domestic tourists.
In past it was the situation that most of the domestic tourists were pilgrims but
now days these are also tourists. So government also took measures towards “Quality
tourism”. Even government has also made genuine efforts for pro active marketing,
improvement in infrastructure and ecological, cultural and social environment.
Kerala Tourism Development Corporation, District Tourism Promotion Council,
Local government are making efforts for tourism development.
In the year 2002, Kerala got the credit of having 5583 maximum number of rooms
in the category of 3 star. Moreover, increase of 16.5%,10.77%,and 16% respectively in
the number of hotels, rooms and beds during 2001 to 2002. It also has 28000 numbers of
unclassified rooms too. Kerala has 5,10, and 60 hotels of category 5 stars, 4 stars and 3

48
stars respectively. It should be noted that out of 5583 classified hotel rooms. Kerala
Tourism Development Corporation alone maintains 506 rooms.

New Development in Tourism…

1. Special Packages for Avian Tourism (Bird Watching) with the start of tourist
season
2. Improvement in medical Tourism.
3. Islamic heritage Holiday with identification of important mosques, timings, dress
code festivals and even offering special food.
4. Efforts have been made for maintaining Ancient buildings and tree houses for the
promotion of tourism.
5. Efforts are to be made for the development of backwater and health tourism.

 Ecotourism in Kerala

Eco tourism means linking environment or nature with tourism development. Eco
tourism is nature based tourism meant to connect people to the origin of nature.
Kerala has prosperity of having 2 national Parks and 12 wildlife Sanctuaries. It
has natural advantage for the development of eco tourism as having tropical forest on
western Ghat of Kerala.
Kerala government, Tourism Department of Kerala has taken focused care of eco
tourism in state as it has created separate wing for eco tourism to give policy support for
the development of eco tourism destination. Themela eco tourism project was established
in and around Shendruruny Wildlife sanctuary with the cooperation of departments like
forest irrigation and tourism. It is recognized as first planed eco tourism destination in
India. Thekkady is one of the eco tourism destinations of Kerala which really offers
unforgettable experience to visitors but except this one, other sanctuaries are practically
not known to tourists. Eco tourism is sensible area and need to be focused more carefully.
Another aspect is sustainable environment. It means development of present tourism
should not be in a way that may harm future generation. Themela is also major project
undertaken under eco tourism. Even keen interest is being taken to access environmental
impact for all new tourism development projects.

49
 Project of ecotourism will focus on bird watching, wilderness treks, staying in
natural caves, animal behaviors studies, mountaineering, trekking. All these help tourism
department to create interest of tourists of different kinds to Kerala. Kerala tourism also
form special trekking package is being developed nearby Shenduruney wildlife
sanctuary. Government has already passed through environmental impact. Government
tried to involve other voluntary organizations to work with local people for this project.
Thenmala project is having objective for better exposure to eco tourism.
There were some people in forest depending on it but negatively. They were
associated with destruction. Government try to reconnect these people positively as they
will provide relevant information to tourists who are in group of six or seven, maximum
and reside in forest. This group size is according to international standard to undertake
this kind of environmental experience. An eco development committed has been
constituted for the project and certain portion of revenue earned will go for fund for this
committed for common use. Both private operators and forest department coordinates for
this project.
This will ease…
1. Great experience of eco tourism.
2. Local people will be beneficiaries.
3. Conservation of natural resources.
One great initiative undertaken by tourism department of Kerala is involving local
people in the development of tourism. The Tribal Trekkers Eco Development Committee
(Group of 20 tribal youths) and the Periyar Tiger samrakshan (A group of 70 members)
have involved in efforts for tourism development. They provide services like day treks
through forest, horse ride, nature camps, novelty depends on physical condition of
trekking tourist and their wallets. Tourists get experience to reside in interior of forest.
Group of five take this journey with five guides and armed forest guard . These kinds of
tours are limited to not more than a couple a week. Though, popularity of this project is
creating, number of slots are not increased as it may damage to environment. Thus it may
not realize the objective of sustainable eco tourism. Even this project has won the
national Award for ecotourism by ministry of tourism for excellence in January 2000.

50
 Kerala tourism Department has also introduced other eco attractions of periyar
Tiger Reserve are
1. Bamboo Rafting 2. Day trekking program 3. Jungle Inn
4. Learning program in bamboo Groove 5. Tribal Heritage
6. Wild adventures Facilities at Thekkady…
6.1. Elephant Ride 6.2. Boat 6.3. Watch towers and rest house
6.4. Information centre at boat landing 6.5. Interpretation centre
All programme offered in the package of eco tourism by Kerala Tourism
Department takes accurate careof environment sustainability.
Here, Education is imported to small group of eco tourists. One meet is arranged
before the day of their trip. It’s a king of brieting about what they can expect, what they
should consider, dos and donts by professional environmentalist during their trip. This is
presented through slideshow. This education is offered for environmental ethics,
proffered behavior and to make tourists familiar with sanctuary. This learning is offered
when at tribal heritage centre. The bamboo groove and rajiv Gandhi centre for Nature
Education and Research.

New Direction to Human Development Research

Kerala government takes care not only of tourism resources or product to be
offered to tourists but has also taken extra care of human resources employed in tourism
industry by providing them necessary training through different mediums and
organisations.
Kerala Institute of Tourism & Travel studies is organizing studies on even
management, because they conducts events and having experiences for the same. It
offers various courses like
1. PG diploma courses in travel and tourism mgt. (2 years)
2. Cambridge career awards in travel and tourism (6 moths)
3. Certificate course in front office management (4 months )
4. Certificate course in Air Fair ticketing and travel agency management (6
moths)

51
 Kerala institute of hospitality mgt studies are also offered four courses of 1 year
of food production, Accommodation operations, front office operations. Kearala tourism
development corporation also conducted training in spoken English to the people who
deal with tourists at different destinations and hotels. Tourism development efforts of
Kerala are recognised at National and International level. Kerala also got rise in revenue
in the field of tourism. Kerala tourism has also offered direct and indirect employment
opportunity to local population and fulfill their livelihood. 6

Chauhan.L. (2006) his research work comprises of 1) Nature, types and form of
tourism 2) Policies of Gujarat tourism 3) Efforts made by Gujarat tourism Industry 4)
Problems faced by Gujarat tourism and future of Gujarat tourism.
His study indicates that present policy of Gujarat government encourages more
participation of private investors. Particularly this policy encouraged investment in
hotels, restaurants, and water parks accounted about Rs. 500 crores. Study indicates that
government succeeded to have 46 proposals of Mega hotel projects worth Rs. 151 crores.
Study shows that reflections of economic reforms are also seen in tourism policy
of Gujarat government. Government thought of making disinvestment from Navab Palace
(Chorvad), and other government ventures at different destinations in line with
disinvestment policy of central government. Tourism policy also emphasizes on
commercialization of specific destinations to attract foreign tourists.
Thesis also discusses about proposals of amendments in 1) Land ceiling Act 2)
Taxes 3) Electricity duty. Government also plans of conversion of heritage buildings,
palaces in to hotels and to initiate public venture. Government chalked out plan of
encouraging water sports at beaches and adventure sports like paragliding at Saputara.
Government also took innovative step of having contracts with other state tourisms and
making possible arrangement to visit other states from Gujarat itself. Several bird
centuries also got national recognition by central government. Government also
established Medical tourism council to provide good platform for encouraging Medical
tourism.

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 Study also focuses over failure of state government over implementation of
effective programs inspite of receiving grants from central government. Researcher also
suggests effective implementation of plans in different areas of tourism
Study of different plans at micro level will provide overall idea of plans as well as
focuses over minute details considered by the government. It enables government to help
accessing success or appraisal of particular plan. In future it facilitates framing of tourism
policy or programs. Moreover, government needs to be familiar with present trend and
scenario while framing tourism policy. This study also focuses over the current scenario
at a global level and positive formation of policy which increases opportunities for
tourism sector to grow and expand. 4

Sheth.P (2006) has noted certain importan aspects of composition of tourism

industry and supply side of tourism.
As tourism is not a seprate industry but it composites various industries into it.
But question arises – which agencies, organisations or business are tobe included in travel
industry and should they be categorized. Broadly it can be categorized in three ways.
A. Direct Providers or Services : Ex. Airlines, Hotel, Ground transportation, travel
agents and retail shops.
B. Support Services : Ex. Tour organisers, Hotel Management firms, travel
research organisation and travel trade Publication, food service contractors, Laundry
services.
C. Development Organisation : Ex. Planners, government organisation,
Financicial institutions, vocational training Institutes.
Moreover, government needs to work according to the demand and evaluating
supply side in line with that. Again to overview supply side with reference to tourism. It
is necessary to describe and catogorise the components that makes supply side of tourism.
SUPPLY SIDE
A. Natural resources and Environment : Cllimate, weather, flora and fauna,
terrian, water resources, rivers and beaches, natural beauty which visitor can enjoy.
B. Built Environment : Water supply, sewage disposal, gas lines, elctricity lines,
communication network, drainage, roads.

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 C. Super structure: Rail, transport, decks, parking lots, Hotels, Resorts, Motels,
restuarants, parks, shopping malls and stores.
D. Operating Sectors : Transport, Airlines, Cruise lines, Bus companies.
Tourism experience starts as the tourists leave home – bought to destination and
moved to places where tourists can enjoy natural and built environment. Visitors need
places to stay and eat. Hotels and restaurants are to provide the travel experience. They
must be warm and friendly.10

M.Arun (2010) envisions tourism that is people centered, accountable and

sustainable. Tourism should be developed and promoted respecting the land, its people
and their culture.
As M.Arun referred to Tourism..
1. People centered: It means it does deliver local benefits. Tourism does not
consider nature as a product and consider common property and resources to be used by
local people. It needs to think of growth of society and empowerment, not only economic
growth.
2. Accountable: Planners think of ethical practices and stringent regulation for
nagative impact, impacts is accessed, Plans and policies to influence impacts.
3. Democratic / Participatory: Decision making is participatory, transparent,
inclusive and based on research. Tourism aims to minimize negative impacts and ensure
sustainability and equity by local authorities.
4. Equitable: Tourism shares benefits of development in more equitable ways.
Small and medium enterprises are vibrant and local economies are stimulated by tourism
development.
5. Non exploitative: Tourism does not displace people from livelihood or exploit
local communities. Tourism does not damage land, water, natural resources and tourism
practices ensure its responsible use. Tourism is culturally sensitive and does not
commodities local practices and culture.7

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 Gupta.D. (2011) has focused on analysis of environment in the country before
entering into marketing of Tourism. Author uses PEST Analysis to scan the environment
in the country.
1. Polictical : Political stablity, lay and order situation and absence of terrorist
activities in the place where tourism needs to be promoted.
2. Economic : Purchasing power of tourist, also taking into account the foreign
exchange rate.
3. Social : Availibility of facilities such as proper medical facilities, open culture
and education of people.
4. Technology : E-connectivity of tourist place and presence of good mobile
network.
The PEST analysis describes a framework of macro environment factors used in
envrionmental scanning component of staratagic management. It is very important to
understand the environment of tourism sector in India before beginning of marketing
process.5

Sachdev.T & Manjunath.P. (2012) throws light on tourism as tourism is

developing in different countries with different degrees of development, it is important to
recognize its role with different references of economic, cultural and social scenarios.
Development of tourism is benefited to different segments of society and
economy. Development of tourism generates different benefits for the country like..

1. Tourism increases urbanization through countries growth and country requires

creating infrastructural facilities and improving infrastructural facilities in remote
and depressed areas.
2. It helps economy to bridge the deficit of balance of payment by generating
revenue in form of foreign currency.
3. Tourism development creates requirements for food, equipments and other
supplies. That forces commercial activities and generates employment
opportunities.

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 4. Tourism helps to redistribute resources from developed to developing regions or
countries. Tourism or travel activity arises from surplus income. So, tourists from
developed countries having surplus income, travel to developing countries. So, it
redistributes capital from developed to developing countries.
5. Tourism development also increases employment opportunities in other areas like
amusement parks, food industries, handicraft, variety of selling outlets, travel
agencies etc.

Tourism development also encourages investment in infrastructure and

superstructures. In developing country with good tourism potential, tourism is recognized
as an economic activity, it helps framing economic policy with balanced growth due to
tourism expansion. It means tourism can be cause and effect of development and stand
along with agriculture and industry to build economically sound nation. Thus, it can be
concluded that there are many economic benefits of tourism development.
So far as social benefits or social development is concerned, tourism plays
significant role. Tourism helps to maintain social harmony and equilibrium. As tourists
from different destinations in the country amongst different religious cultural, urban and
rural group of people. Even differentiation in culture, strange habits, different customs or
values may also bring cultural shock due to different mentalities among people. This may
also create social problems too.
However, positive contribution of tourism to economy and society again depends
on feasibility, scientific and technological factors and appropriate utilization of available
resources to create maximum advantages and to minimize disadvantages. Developing
countries here seek expertise help and cooperation of international organizations like
IBRD, ILO and WTO.
No doubt tourism has made influential changes in social structure, behavioral
pattern, traditions and value system. Still these changes are good or bad, this debate is
unresolved. Moreover, different countries enjoy different conditions. So it is also difficult
to reach to general conclusion.
Government should also take care for environmental sustainability because a long
list can be made for environmental damage created by human activities. Government

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should take strict actions for environmentally sensitive areas and development should be
prohibited, if it damages environment. Carrying capacity may be limited of such
destinations but government should concentrate on its conservation more and less on
revenue that can be generated by such destinations.

 Problems and Policies

Tourism is multifaceted industry and requires good deal of coordination between

different departments, utilization or resources as well as effective implementation of
policies. Government needs to concentrate with long term perspective and not on ad hoc
bases. Government frames general policy which creates framework defining national
tourism goals and objectives, functions as a basis for future development.

 Community Participation

Tourism industry if supported by community participation can bring extra

ordinary results. Community participation is crucial aspect in tourism sustainability.
Tourism even should not expand at a rate beyond which citizens of community desire or
can control. It means social impacts should be channelized in proper path.
In certain countries, community participation or involvement is less in planning or
decision making because they are struggling with their basic problems of food, clothing
and shelter. Sometimes less freedom to exposure of communities view can also be the
cause for less involvement of society.
Above that attitude of community also changes time to time. So, that may not also
help to bring expected changes in community for tourism development. It should be
noted that development starts with people and not with goods. Tourism development
should work for better future. Above that its framework should help for steady and
balanced rate of change that ultimately helps economy to grow with changing demand of
tourists and increasing tourists traffic, government needs to focus on sustainability issue.
Some writers believe that unconcisely or unwillingly their activities may damage
environment because they are not familiar with local conditions. Eco tourists’ motto

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“Leave nothing but your footsteps, take nothing but your memories” should be taken into
consideration very carefully.
Tourism industry is now quite becoming competitive and nation has to work
accordingly. People want to be close to nature when they are out. Considering
sustainability, availability of resources, scientific knowledge and technology can be
deployed properly.
Key issues need to be concentrated by the government are hygiene in food and
water, friendly participation of local community, innovation in tourist product, marketing
strategies for tourism industry, use of advanced technology and information system,
availability of sound infrastructure services, information centers to help tourists. All these
may help government to make tourism a key player in economic development.
However, shortsighted approach to get maximum economic return in shorter
period may cause damage to environment. Prices which are disproportionate to quality of
services may generate tourist’s dissatisfaction and may also decrease tourists’ traffic in
longer period. Therefore, efforts of government should be with long term perspective. It
means economic development should be realized with sustainable environmental
conditions.

 Tourism in New Millennium

People are enjoying higher disposable income in the present time. Especially
people of Europe take short breaks from their routine life. They are now more
sophisticated, well educated, and well familiar with available options. People are now in
search of different destinations and packages. Tourists prefer specialized or tailor made
packages, peaceful places, and family oriented holidays with more amenities.
Even people use by air transportation to make maximum use of their time and to
enjoy more. Now a day, airlines companies are offering cheap tickets to different
destinations. So, more and more people fly to their domestic destinations. According to
WHO estimates that up to 500000 people are on planes at any time. Even it becomes
easier to sale tourism products online.

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 With latest trends in tourism, new concepts of tourism have been developed and
countries are focusing on these emerging concepts to get more shares out of global
market. Some main emerging tourism concepts are..

1. Eco tourism
It helps tourists to have close experience to nature. Here, tourists travel to
untouched, delicate and protected areas. Travel to this destination helps government to
generate fund which again help for conservation of these areas.

2. Medical tourism
It is also one of the emerging concepts of tourism. There is significant price and
medical regulatory framework in India, Asia, and Eastern Europe. So, people fly to other
destinations to get benefit of price or regulatory framework.

3. Educational tourism
People at a globe are focusing on improving their competencies because
competition in knowledge market is continuously increasing. People want to learn more
outside classroom boundaries. Therefore, tourists fly to other domestic and other
international destinations to learn more about distinguished culture, tradition, social belief
under student exchange program or study or practical training programs.

4. Creative tourism
Roots of creative tourism back to European countries. Again, its part of cultural
tourism. When people travel to other destination to learn about culture of specific society
through workshop and different learning experience, it is educational tourism.
Meanwhile, UNESCO has adopted through creative cities Network and endorsed
creative tourism as authentic experience which helps people to understand cultural
framework better. Even it offers great opportunities to learn and explore cultural
distinction. Countries like Italy, Newzealand, Spain, Britain, are offering this kind of
tourism concept.

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 5. Dark tourism
This is also one of the new aspects of tourism. Visit to battleground, horrific,
crime sites, acts of genocide are included in Dark tourism. However, there is a question
whether these sites can be offered for visitations? What can be the purpose or which
nature of publicity involved in this kind of site? Objectives for such tourism may be
remembrance, mourning, macabre, curiosity.

6. Sustainable tourism
Sustainable tourism refers to satisfy present needs without compromising the
ability of next generation to utilize the same resources to satisfy their requirements. In a
way, sustainable tourism refers to management and utilization of resources on one hand,
and maintaining ecological processes, biological diversity and cultural integrity.9

B.Vijay & Gade.J. (2014) refered that in recent past, a trend known as medical
toruism has emerged where citizens of developed countries move to less developed or
developoing country for medical treatments to have wide variety of services at affordable
prices. Most common treatment include dental care, cosmetic surgery, elective surgery
and fertility treatement.
Government of Inida, State tourism Borad, travel agents, tour operators, hotel
companies and private sector hospitals are exploring medical tourism industry for
treatmendous opportunities by combining the country’s popular leisure tourism with
medical tourism. The factor that makes India as one of the favorable destination for
health tourism starts with low medical cost which is one tenth of cost in western
countries. Globalisation has promoted a consumerist culture, there by promoting goods
and serices that can feed the aspirations arising from this culture. This has had its effects
in health sector too. Mergin health care and tourism industry has been evolved in many
countries like Greece, Africea, India, Singapore, Malaysia. Medical tourism where
foreigners travel abroad in search of low cost, world class mdical treatment is gaining
popularity in India.1

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 Mr. Li Yang & Geoffry.W. (2014) have focused on new dimension of tourism i.e.
Ethnic Tourism and discussed about Ethnic Tourism.
McIntosh and Goelder (1990) restated the view of previous authors by identifying
ethnic tourism as “Travelling for the purpose of observing the cultural expressions and
life styles of truly exotic people. Ethnic Tourism may be defined as tourism motivated
primarily by visitors’ search for exotic cultural experiences through interaction with
distinctive ethnic groups. Its experience of artifacts, performances and other products
associated with ethnic group. In many developing countries, today states are key players
not only in developing tourism but also in defining, shaping and regulations ethnicity.
Today, to participate or being viewer in “Local color” or celebration of ethnic group has
become important global culture. “Ethnic” has become a popular tourist icon and has
been consumed locally and afar, from ethnic restaurant, neighborhoods and markets to
ethnic museums, theme parks and villages.12

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 References

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Publishing

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3. Bhatiya.A.K. (2006). The business of tourism – Concepts and Strategies. Delhi:

Sterling Publishers Pvt. Ltd.

4. Chauhan.L. (2006). Problems, development, and future of Tourism Industry in

Gujarat. Rajkot : Saurashtra University

5. Gupta.D.D. (2011). Tourism Marketing. Noida :Kinderslay Pvt. Ltd.

6. Iyer.K.H. (2006). Tourism Development in India. Delhi : Vista International

Publishing House

7. Maira.A. (2010). Envisioning Tourism In India. Bengluru : Focus communication

8. Roy.K. & Tidcell.C. (1998). Tourism in India. NewYork : Nova Science

Publishers.

9. Sathyadev.T.K., Manjunath.P.K. (2012). Tourism in New Millennium. Delhi :

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Publishers private limited

11. Singh.R. (2005). Tourism sector- Facing the challenge. Delhi : Sonali Publication

12. Y.Lee. & George (2014). Planning for Ethnic Tourism. UK : Ashgate Publishing
Limited

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