TITLE PAGE

“Tradition at a Premium” - Insights into schematic implementation of resources in order

to develop sustainable tourist attractions

DISCIPLINE: Hospitality and Tourism

SUB-THEME OF THE PAPER: Thematic Area-1: Sustainable Tourism
NAME OF AUTHOR(S): Mr. Devrat Singh - First Author
Mr. Payini Valsaraj - Co Author
AFFILIATION

COMPLETE ADDRESS OF ALL AUTHORS

Mr. Devrat Singh 4th Year Graduate, Bachelor of Hotel Management, WGSHA, Manipal
University - Manipal Phone: 09742353350, E-mail:[email protected]
A fourth year student, having interest in academic workshops and seminars, recently attended
the great Indian ice-cream contest as a student judge in New Delhi. I have been second topper in
second year and have maintained constant improvements in all four years. I am also a stock
market investor and have developed the hobby overtime. My other hobbies include watercolor
paintings, books, and am also a vintage car model collector.
Mr. Payini Valsaraj Associate Professor - F& B WGSHA, Manipal University - Manipal
Phone: 09480575576 Fax: 0820-2571383 E-mail: [email protected].

KEYWORDS: cultural tourism, community tourism, sustainability, innovative projects, creative

ideas.

SUMMARY: The paper aims to suggest new innovative trends and projects in alternative
tourism whereby local sustainability of a natural habitat goes along with profitability of the
service provider. Community tourism is sharing of rich cultural heritage of a specific community
with tourists and the earnings are utilized for the benefit of the local habitat and invariably
include; people, flora, fauna and local resource of living (farming, handicraft industry, paintings
etc.). The paper aims to suggest a schematic implementation of resources in order to develop
tourist attractions in special tourism circuits like the Himalayas for the transformative tourism. It
includes travel not merely for pleasure but more for broadening their outlook. It encompasses
cultural tourism, craft tourism and eco-tourism and all other forms of tourism that value and
celebrate the diversity and resources of the country. In a panoramic view; authors suggest,
tapping this niche trend called “tradition at a premium” whereby a culturally rich location is
selected and traditional ambience is created for the tourists. This is done with all the real people,
cuisine, ethnic wear, handicrafts, folk dance and other aspects of the local culture, the
innovativeness of the concept is that instead of spending huge funds and recreating out ethnic
atmosphere at a resort, it involves local houses, people of community. The venture helps the
locals with employment, a better quality life with an adequate salary and also preservation of
habitat. Such a resort may be of small size operation with about twenty locally styled cottages
being built, the resort would thus adopt twenty local needy from the community who may be a
craftsman, porter, farmer etc. these people will also be employed by the resort on salary basis.
The property may help local cottage industry with proper shelter, tools and marketing, the guests
may be encouraged to buy their produce and thus the community would be benefitted. However
all these facilities needs to be properly planned and channelized and it should be kept in mind
that the elite clientele even though wants to enjoy nature and be a part of it; but demands
sophistication, cleanliness, and hygiene. This concept should be viewed as a luxury product to
untap the potential market.

The primary challenges for the state governments would be able to chalk out such locations that
can showcase rural art, culture, and heritage. Another perspective would be that such locations
should be found somewhere close to the existing tourist hot spots as they are already visited by
thousands of tourists every day. The key management issues in such operations would be to
continue to maintain “economies to scale” or in other words maintain a good occupancy, for
which they require to sell their product well, they may have to market their product on net or
through some unique campaigning.

INTRODUCTION:

Tourism is one of the worlds’ largest industries and has a multitude of impacts, both positive and
negative on people’s lives and on the environment. For society to continue developing in the way
it has done in the past, it is important to pay more attention to our environment. How this is best
achieved is often a matter of opinion rather than fact, dependent upon different perspectives of
the environment and views of nature. Recently a concept has evolved that has attempted to bring
together the best aspects of these different viewpoints, and to harmonize the development of
mankind with the protection of nature. This is the concept of “sustainable development”

Sustainable tourism development aims at a balance between the environmental, economic and
socio-cultural aspects. Such tourism should be able to conserve natural heritage and biodiversity.
It should respect the authenticity of local community and should be beneficial for them too.
Further, according to Unity Marketing's latest trend report on luxury, Green Marketing and the
Luxury Consumer, luxury consumers are concerned about the environmental issues and there is a
call luxury brands to connect with their customers who are increasingly green aware and eco-
conscious by making green marketing a part of their strategy (Pam Danziger ~,The Luxury
Market Is Going Green - Brands Can't Afford to Ignore It. Unity Marketing, Thursday, 12th June
2008) and there is a great number of tourists who like to spend their quality time close to nature
in less travelled places. The following paper proposes an innovative concept in alternative and
sustainable tourism. It is an eco-tel resort concept in locations that are culturally rich and less
disturbed with respect to natural environment, like Garhwal hills or reserve forests. It is designed
to create business opportunities for hospitality entrepreneurs; in this niche tourism sector called
“tradition at a premium” where by tourists’ experience all the real people, local cuisine, ethnic
wear, language, handicrafts, folk dance and other aspects of the local culture. In this concept,
local sustainability of a natural habitat goes along with profitability of the service provider. The
location should be an environmentally less disturbed and preferably tourist destination that is in
tranquility and that has yet not been harnessed by the hospitality players. It may be less known
beach, some caves, hills, forests, reserved lakes, bird sanctuaries, woods, countryside farms or
even villages or orchards. The place chosen must have some have some historical importance or
may be culturally rich; in places like India it is not vey difficult to find such places because of its
rich cultural vibrance and diversity. The place should have natural beauty and undisturbed
environment, where guests can enjoy birds chirping, monkeys chattering, can observe butterflies
and if not that; then can at least observe local handicrafts, orchards, plantations, local music,
dance and ethnic wear etc in a serene, calm and undisturbed environment. Further; it is important
to note that travel is highly climate sensitive and the economy in turn depends on the climatic
factors of the tourist destination and thus the chosen location should have some moderate climate
for at least part of the year. The target market for such resorts would include foreigners, retired
couples, retired millionaires, corporates who take small weekend breaks, nature lovers, hikers,
naturalists, botanists, environmentalists, bird-watchers, butterfly enthusiasts. The infrastructure
would require adequate land resource for about twenty cottages; designed to blend with the local
surrounding, few management graduates, a chef and local cooks to run the show. Rest of the
unique selling propositions will be developed by involving nature and local environment and
people. The Uniqueness of the project would be that instead of spending huge funds and buying
out such atmosphere for the resort, it will involve local traditional houses, people from local
community their daily routine cuisine, etc. The resort would follow all environment friendly
techniques to give a unique experience to the guest. The local needy craftsmen, porters, farmers
will be selected and would be given accommodation and salaried job at the resort. Thus,
although it would involve training of staff but will save labour costs for the owner in the long run
and at the same time will benefit the local community. This concept in itself will become unique
selling proposition for the resort where the entire ambience would be unique for the guest at the
same time being part of the real world.

LITERATURE REVIEW:

Sustainability and ecotourism are complimentary to each other because the basic component of
eco-tourism demands the implementation of sustainability principles. The concept of eco-tourism
basically comprises of four fundamental components. Travel has to be restricted to relatively
undisturbed or protected natural areas; it has to be nature based; it has to be conservation led; and
must have an educative role which implies eco-tourists must have a desire to learn on such
trips(S.Wearing and J.Neil, Eco-Tourism: Impacts, Potentials and Possibilities, Oxford
Butterworth Heinemann, 2000). Eco-tourism is therefore a logical approach, careful planning
(both physical and managerial) and strict guidelines and regulations which will guarantee
sustainable operations (H.Ceballos-Lascurain, Ecotourism as a worldwide phenomenon, in K.
Lindberg, D.Hawkins and D.Western (eds), Ecotourism: Guide for planners and managers, North
bennigton: ecotourism society, 1993)). Broadly eco-tourism can be defined as responsible travel
to natural areas that conserves the environment and sustains well being of the people (M.Wood
and S.Blangy, Developing and implementing ecotourism.). Further, responsible tourism is about
enabling local communities to enjoy a better quality of life, through increased socio-economic
benefits and an improved environment. It is also about providing better holiday experiences for
guests and good business opportunities for tourism enterprises (Responsible tourism guidelines-
South Africa). Such kind of tourism not only provides material benefits for the poor, but can also
bring cultural pride, a sense of ownership and control, reduced vulnerability through
diversification and development of skills and entrepreneurial capacity (UN, world tourism
organization). Lately, more and more consumers are making their travel choices based on factors
other than price or convenience.

A recent study reports that even despite a tough economic climate, 40 percent of U.S. travelers
are choosing travel service providers based on their level of environmental responsibility
(PhoCusWright, 2009). more than 25 hotel industry leaders gathered at Cornell University's
Statler Hotel in Ithaca, New York for a Sustainability Roundtable to discuss topics ranging from
hotel operations-specific subjects like the role of a sustainability department and guest
engagement to broader categories such as corporate responsibility, carbon emissions and the
impacts of emerging codes, laws and regulations on policy making within the accommodations
sector.

An overarching theme of the Roundtable discussions was an emphasis on the need for every
single organization in the world to be operating with the triple bottom line (people, planet, profit)
as their basis for doing business.

Besides being better for destinations and society as a whole, a side-effect of this model is that
profits typically increase by reducing waste and conserving resources, enabling hoteliers to self-
finance incremental improvements over time.( STEP Into Sustainability. By Sustainable Travel
International, 25th November 2009)

METHODOLOGY/ACTION PLAN

Ecotourism is 'in', people want to believe their precious vacations are not creating a giant carbon
footprint to harm the environment, but rather are at least carbon neutral. Carbon footprint refers
to total set of greenhouse gas emissions that are caused by any event, product, person or by an
organization as a whole, and to mitigate this carbon footprint is through development of
alternative projects such as wind energy turbines being used or harnessing solar energy. This
process is better known as carbon offsetting.
 Going green is not just a good idea for impressing guests and supporting the environment, but
energy-saving practices also often benefit the bottom line. (Resorts Going Green, By Joyce
Gioia, Strategic Business Futurist, 10th March 2010). Nominated for the World's Leading Green
Resort and located in Bahia, Salvador, Brazil's is the beautiful and luxurious Tivoli Eco resort
Praia- do- Forte. Boasting five stars, this idyllic resort features simple architecture in harmony
with the spectacular scenery and the impressive biodiversity of the area. Guests enjoy colorful
gardens and natural pools as well as "a culinary journey through exotic flavors". (4hoteliers)

According to the concept, the guest cottages will be duplex cottages built with local traditional
material; in collaboration with firm like HABITAT that helps in construction of homes for the
under privileged across the globe. One floor would be given to local needy family and the other
would be rented to guest. Such a resort may be of small size operation with about twenty locally
styled cottages being built, the resort would thus adopt twenty local needy from the community
who may be a craftsman, porter, farmer etc. these people will also be employed by the resort on
salary basis. This will thus serve both the parties, the downtrodden will get shelter for life and a
salaried job, where as the owners would get cheap semi-skilled labor, who would work for them
and also indirectly give more natural environment to the guest surrounding. The resort will take
initiative to increase afforestation, preserve local flora and fauna in nearby areas, and preserve
natural water resources around the resort in form of lake, natural pool, back water or a fall. For
such campaigns resort may involve its tourist guest in expeditions or cleanliness drive camps and
they would enthusiastically participate as they will be nature lovers as well. It will also follow
the “no electricity” concept, so that guest is closer to nature and can experience sunrise, sunset,
butterflies etc. an ideal day for a hiking tourist may start with an early morning nature walk
amidst the forests, hills, ravines or the village, followed by a typical traditional local breakfast;
citing an example of places like Gagar, Machkhali which are small villages in the hills of
kumaoun region, of Uttaranchal people relish, sprouted pulse curry, along with coarse wheat
chapattis and some fresh fruits like apples, peaches or apricots. However; at the same time care
will have to be taken that the hygiene and cooking standards are to be of upmost quality as our
clientele belongs to the elite category of society, the idea behind this is, even though meal is
simple, it has to be presented and properly garnished along with neat crockery and cutlery. After
breakfast guest may take opportunity of a bright sun for sun bathing, may go for a swim in a
nearby lake or may indulge into books. At noon local fruit tasting session may be arranged
whereby all different and exotic fruits in the locality may be presented to the guest followed by
some recipes of pickles, chutneys by a local cook. Guests may also be given a free hand to cook
their own lunch with local ingredients, they may pluck fresh vegetables from the in house
planted kitchen garden, they may learn new recipes from the local cook, enjoy demonstration.
Their meal experience may be enhanced with a bottle of excellent wine; they may be paired with
the food so as to compliment the dish’s flavors. Guests during their stay may be given local
ethnic wear to enhance their experience. During evening’s camp fire, local dance, music show
may be arranged in open amphitheatre. The resort may also have a solarium spa, a botanical
garden, orchard around or may provide guest with bicycles for tailor made tours. The property
may help local cottage industry with proper shelter, tools and marketing, the guests may be
encouraged to buy their produce and thus the community would be benefitted. However all these
facilities needs to be properly planned and channelized and it should be kept in mind that the
elite clientele even though wants to enjoy nature and be a part of it; but demands sophistication,
cleanliness, and hygiene. This concept should be viewed as a luxury product to untap the
potential market

KEY MANAGEMENT ISSUES:

The key management issues in such operations would be to continue to maintain “economies to
scale” or in other words maintain a good occupancy, for which they require to sell their product
well, they may have to market their product on net or through some unique campaigning. They
may attract attention of nature lovers through environment friendly campaigns like launching
clean, green drives in their vicinity. They may initiate other green practices in the locality like
solar heater plants, bio gas technology etc. they may also advertise in nature magazines or travel
magazines.

Management will also have to design packages for its week end as well as long staying guests
and also to maintain a tariff that can cover profits for off season as well as costs involved in eco-
friendly techniques. The resort management will also have to bear responsibility for safe disposal
of solid waste in its place as well as in its vicinity that involves all steps right from collection,
transportation, sorting and disposal. Another area for conserving an important resource is Water.
Wastage can be reduced by using low flow shower heads and taps, rainwater harvesting across
all the cottages and structures may be done and the water may be used for gardening or toilets.
Waste prevention requires training the operators, including all users of the system, and
performing diligent maintenance. Most waste problems are created by lack of attention. Because
waste prevention represents a change in the way activities are carried out, it requires an extra
effort to ensure that these practices are maintained until they become routine. In situations with
high turnover of both employees and visitors, continuous training and education will be essential.
Also it is seen Every time a visitor sets foot in an ecotourism site, he/she causes a negative
impact. This is an unavoidable fact. An ecotourism program initiates many public use activities
that will have impacts, both positive and negative. The Management plans to minimize the
negative impacts and ensure that they are outweighed by positive ones.( andy drum, alan
moore,the business of ecotourism development and management, the nature conservancy). This
involves five indicators that include environmental, socio-cultural aspects, experiential,
economic and managerial. As far as environmental factors are concerned it includes site erosion,
sea floor litter, stress on a wildlife species, landslides, illegal fires, coliform bacteria count,
number of damaged trees in the picnic area.

Above all, another key issue for the management would be training of the semi skilled local staff.
This is essential for the viability of the resort as the clientele demands sophistication, thus proper
investment on training aids and tools is essential. The management needs to maintain standard
operating procedures and set targets for its staff and to encourage them to achieve those goals.
Management should also initiate the concept of making even the supply chain as green as
possible. This means it should try to buy its materials from another eco friendly and environment
responsible firm.

STRENGHTS OF THE CONCEPT:

India has a very diverse and varied topography and is culturally very rich and thus it would not
be difficult to develop this concept in locations that are less known or are near to the existing
tourist spots. The Indian tradition of warm hospitality gives strength to this concept. Moreover
there are thousands of such destinations that are of real historical or cultural significance like
sringverapur, bimbiteka, raghurajpur etc. that have not been given that importance that they
deserve and communities here suffer from cyclical unemployment as majority depends on
seasonal farming. There is also a large number of craftsmen who do not get the right price for
their artwork, hence there is a need amongst local community to help develop and promote such
sustainable resorts in their places.

Further the international traveler and the luxury market tourist who visit India are showing a tilt
towards Green, serene and undisturbed places for their holidays and relaxation. They want to
experience real India that still lies in small towns, villages or in form of flora and fauna in the
jungles, sanctuaries, lakes, water reserves etc.

CHALLENGES TO BE FACED:

The primary task of state governments would be able to chalk out such locations that can
showcase rural art, culture, and heritage. Another perspective would be that such locations
should be found somewhere close to the existing tourist hot spots as they are already visited by
thousands of tourists every day.

The main challenges that could be faced by such off-route destinations is that it would not be all
the year round, generally such destinations have one or two important attractions that are
generally seasonal and even though its full year round the climate in summers in India is quite
hot for the foreigners, so manipulating tariffs will be of concern, further development of a new
tourist destination requires support of the local administration and development and
improvement of government agencies. Promotion, marketing for the place would require
adequate funds and thus return of investment would not be immediate but will take some time.
Further as of now there has not been much private sector participation.

SUGGESTIONS

This unique concept has the potential to attract the high end tourists but the facilities and services
will have to be upgraded to attract that section of tourists. Private sector participation is needed
to develop world class facilities and tourist attractions along with effective marketing to tap this
high end luxury tourism. Government tourism body should chalk out such potential circuits in
various regions and should invite budding entrepreneurs to invest on such concepts. The
governing body may also tie up with international bodies like the international bike fund, nature
based societies to get more tourists for such locations. Such eco friendly resorts are bound to
gain momentum as industry would look better alternatives of energy and resources and attracting
both guests and the talented staff.

Conclusion:

Sustainable tourism should make use of environmental resources that contribute a key element in
tourism development maintaining essential ecological processes and helping to conserve cultural
heritage.

It should ensure viable, long term economical operations providing social economic benefits to
all stakeholders that are fairly distributed including stable employment and income earning
opportunities and social; services to host communities and contributing poverty alleviation.

In figure 1: principles and practices of sustainable tourism refer to:

1. Environment al management & planning:

 It refers to cleaner production techniques for industries, includes concept of
green buildings or in other words environment friendly. Proper techniques for
waste management and safe disposal.
 To reduce pollution of any form in the vicinity and to mitigate the effect of
carbon footprint on the environment.
2. Creating awareness:
 This refers to values of nature and environmentally concerned behavior.
3. Protection and preservation:
 This involves taking responsibility for protection of nature, conservation and
restoration of biological diversity.
 It also includes sustainable use of natural resources.
4. Alternative employment
 This refers to planning and execution of community led eco tours for the
tourists, this would give the locals a sustained income.
 This also includes the steps need to be taken by government regulatory bodies
to offset negative impacts. Citing an example to control the number of tourist
movement within protected area.
 Creating awareness

Environmental Protection and

planning Sustainable preservation

tourism

Alternative employment

& regulatory measures