The Development Of Tourism In Kerala

The Development Of touring carry In KeralaIn the book KERALAS Economic Development Performance and Problems in the Post-Liberalization plosive by B. A. Prakash, in that respect is an article on touristry Development in Kerala by Nalini Netto which says that Kerala has emerged as an undisputed touristry hotspot of India with its catchy promotional logo Gods Own Country. National Geographic Traveler, in a boundary issue in 2000, rated Kerala in Paradise Found category. Ever since the govt. of India haltd touristry as an industry in 1986 and Kerala was the first give in to decl be so, Kerala is doing aggressive marketing of touristry product by establishing touristry grocery in Kochi which has its links with internal and globose touristry bodies give care sec Asia Travel and Tourism Exchange, Travel yearsnt Association of India (TAAI), Pacific Asia Tourism Association (PATA) etc. presidential term of Kerala is too playing role of facilitator and regulator for the prosperity and growth of the touristry sector by encouraging esoteric participations in the sector. Government is providing subsidy of 10 percent on pileus investment in the sector subject to maximum 10 hundred thousand with supererogatory subsidy of 15 percent on the investment in pollution control facilities and equipment.Kerala with 600 Km coast line offers unrivalled of the crush beaches in India. Western Ghats provide few finest hill stations for pass resort. Rich ecological forest, wild life reserves and backwaters provide a full eye soothing natural beauty to the invoke. Ayurveda, the health tourism product is an opposite USP of Kerala Tourism due to abundance of herbs and medicinal plants.The meshwork from tourism in the state in 2001 were estimated to be Rs. 535 crore. This book also emphasizes that this sector still has un recitation potential which if utilized in an environment everyy conscious way tramp generate more revenue for the state and the country.2In t he book on Tourism Marketing by Devahish Dasgupta in the chapter of Destination Branding Building Brand Equity a slipperiness study is presented on Measuring Brand Performance -A Kerala Survey in which analysis of the survey on the brand performance of Kerala is presumptuousness which was conducted in India and abroad, featuring countries such(prenominal) as Spain, France, Denmark, Italy, Belgium and other(a) countries. People, who crap not visited Kerala before, responded that they came to go to sleep almost the state by word of mouth and wanted to visit. People, who had already visited Kerala verbalized that they had a memorable experience in Kerala. This case study talked to the mellowedest degree effective marketing strategies to beneathtake market question to indentify and assemble a highly attractive product should be developed to differentiate from competing tourer destinations. More emphasis is given to Tourist-centric products and issues relating to price, secur ity, health, safety and quality should be studied. It says that stroke to build and sustain destination brand equity or the set of brand in the minds of potential visitors and investor, whoremaster lead to economic disdain.3 term by E T N, Global Travel Industry give-and-take Tourism is contributor to The Growth of The Economy The Tourism Minister Kumari Selja has tell that development of infrastructure holds the key to the growth of tourism and that is why the Government is investing heavily for integrated development of the Infrastructure Sector. She said that Tourism Sector, with 9.24% sh be of example, accords a perfect opportunity to translate our vision of comprehensive growth to reality.4In an essay written on Medical Tourism in India Progress or Predicament? by Sunita Reddy and Imrana Qadeer, it is estimated that the size of the medical checkup tourism market in the country pull up stakes be Rs 1, 95,000 crore in 2012. The essay also examines the implications of me dical tourism for full general medical rush and how such policy shifts distort health systems. This analysis raises questions of accessibility, affordability, and ethics in medical care, and asks if it is sensible to promote medical tourism in a democratic wel farthere state, with worthless public healthcare facilities for the masses.5Contentious and contradictions of tourism as development option a case of Kerala, Indiaby T T Sreekumar, Govindan ParayilThe projected picture of an emerging vitality in the tourism sector in Kerala stands in stark contrast to the general scenario of the poor performance of the tourism industry in India, as well as in sec Asia in general. This paper takes a closer picture at this scenario by placing Keralas performance against the larger backdrop of tourism dynamics as experienced in Third World countries in general and South Asia in particular. It shows that no effort has been made so far to assess the environmental sustain-ability of keeping to urism as a high-growth option, given the fragile nature of Keralas environment and the carrying capacity of the major tourist destinations.It set ahead reveals that the increasing comparative advant duration of developing countries has not yet resulted in any signifi appriset rise in their share in global tourism arrivals and receipts and the regions which are able to grab the lions share of tourism arrivals and receipts are the economically advanced ones. In Indias case, the fact that tourism contributes to 6.9% of its total export earnings is not an insignificant point and Kerala tourism sectors share in the State Domestic Product (SDP) remains at less than 1 % even later on a decade of concert efforts to boost the tourism industry. The belief that tourism has become an engine of growth in Kerala is hence unfounded. Tourism is making only a peripheral contribution to the local economy, its harmful impacts on the ecology of the region are becoming increas-ingly visible6Kerala Exploring Future Frontiers in Tourism Development by Dept. of tourism, KeralaThis book talks about the possibilities and problems for tourism in Kerala. A amply literate population and astonishing geographical diversity full of beaches, backwaters, wildlife sanctuaries and half-evergreen forests in the smallest area possible, are factors that helps Kerala transform into an Important tourist state in India.On the other hand, high density of population, consequent non handiness of land, lack of professional training and distance from the important cities of India are all negative factors which constraint its overall growth as a tourism destination.7Reinventing Kerala A success story by R. KrishnakumarThis article discusses about a series of innovative concepts and projects developed by the state to reinvigorate the States tourism sector without diluting its commitment to conserve nature. It is multi-destination tourism at its best, offering a multitude of variegated experiences a nd attractions within a relatively small area, luring tourists into staying eternal and spending more. In pasture to attract immaterial tourists hot tourism concepts such as monsoon tourism, medical tourism, lark tourism, heritage tourism, pilgrimage tourism, eco tourism, and call forth tourism are being developed and popularized. In identify to countenance more private sector investment and to conserve nature, a turn of events of Special Tourism Zones are to be identified and developed under the purview of the Kerala Tourism (Conservation and Preservation of Areas) Act, 2005, which envisages the conservation, preservation and integrated development of such areas. Unexplored or lesser-known areas, especially in the Malabar region, traditional skills, handicrafts, art forms, and impertinently tourism products are to be developed and marketed to sustain tourist cheer. With new initiatives in providing bump infrastructure and trained human resource, Kerala tourism is displa ce all its efforts with the slogan of vision 2025 Conserve Nature and Culture and rear Tourism in order to achieve sustainable growth.8Tourist arrivals in India how important are domestic help disorders? by Dhariwal, RichaIndia, with its rich natural beauty, is by all odds a destination that should promote tourism and it has taken various measures to do this, but the tourism potential of the country has still not been maximized. In the past few years, Indian tourism industry is significantly lend to the nations gross domestic product, foreign exchange earnings and employment. This paper proves the determinants of global tourist arrivals in India apply annual entropy from 1966 to 2000 and the results show that sociopolitical factors communalism, terrorism and tensions with Pakistan take a crap serious threats to the tourism industry, limiting the gains that could other keen-witted guide been realized. methodologyQuantitative MethodsTo address the research question we will try to suffice some related issues and objectives using quantitative methods as illustrated below accusatory 1 To determine whether there is any change in the rule book of inbound tourists over the years and what can be the expected projections in the arrival and the growth rate.We will collect information from Kerala Tourism incision and will conduct a obsession analysis in order to estimate the sight of tourism in the future. This would let us know the importance of the essential to boost tourism both domestic and external through promotions.Objective 2 Is there any trend of decline in no. of multinational tourists arriving to the state.Our meditation would be as follows nobody Hypothesis human action of tourists to Kerala does not decreaseAlternate Hypothesis Number of tourists to Kerala decreasesFrom the simple linear simple regression we will find out if the foretelling for tourists for the forthcoming years or increases with a certain percentage (95%) of sanction level.Objective 3 What is accreditedly the volume of domestic tourists to the state, and what are the projections one can expect without any additional focused marketing efforts. (maintaining the current level of activity)We will obtain the information about the month wise domestic tourists arrival from the Kerala state department personals and website. We will biz the seasonal worker pattern seen in the inflow of tourists for any deuce years. After doing a regression on the obtained statistics, we can get the results for domestic tourists inflow annuallyData CollectionQuestionnairesA questionnaire was designed to target tourists in and most major tourist spots in Kozhikode like Kappad Beach. Specific questions were asked in order to get the true picture of the situation and help to share the data. For subdivisionation, we will use plunking analysis on the set of data collected by the questionnaire. The questionnaire will try to focus on the interest of the tourists regardin g the purpose of their visits, transportation mode convenient to them and their future plans to revisit the tourist destinations. Questionnaire we will be using is attached in the Appendix A. center on Group DiscussionWe will conduct a focus throng discussion of about 10 people. These are students of IIM Kozhikode with keen interest in touring. These people want their vacations to be fun-filled, relaxing and rejuvenating, especially an escape from the feverish schedules and work stress. Demographically also they are convertible with almost same age group and similar incomes. Moderator will ask them the questions about on what parameters they try on a tourist spot and regarding their opinions about the service and infrastructure facilities in the tourist spots they visited. Focus Group Discussion details are included in the Appendix BQualitative MethodsSince it is difficult to go far off places in kerala, we will be using the contemplation method in the qualitative method to be congruent with the research question. Data will be collected from the major tourist agencies, national tourism sites and state tourism centre which would help us analyse qualitatively the number of tourist that are visiting Kerala year after year. In case of survey regarding the tourist, the type of measurement scale used will depend on individual questions in the questionnaire. For example, to determine the major tourism places in kerala.Scaling is a method of changing puts (a series of qualitative facts) into variables (a quantitative series). Ordinal scale will fit better for the purpose. For collecting data on the tourist preference, we will be using Likert scale to measure the responses. It will be used to determine the office of the tourist coming to India.AnalysisObjective 1 To determine whether there is any change in the volume of inbound international tourists and what can be the expected projections in arrivals and growth rateUsing the foreign tourist inflow data from Ke rala Tourism department, we carried out a regression analysis in order to estimate the volume of international tourism in the near future. This would let us know the importance of the need to supplement domestic tourists with international tourists. The figures of the number of foreign tourists and the variance as compared to the previous year are shown in the table below- social class outside(prenominal) TouristsGrowth20002099333.82001208830-0.5200223256411.3200329462126.7200434554617.320053464990.27200642853423.7200751580820.37200859892916.112009549756-8.2From SPSS analysis for the above collected data.From higher up SPSS Model, Eqn. will beY= 46110*X + 119502Here Y= No of Foreign Tourists in a particular yearX= division (we have taken value of x for year 2000 as 1 and afterwards for next year.)Using the above regression model we can cry the international tourists for the next five years as shown in followers table.YEAREXPECTED FOREIGN TOURISTSEXPECTED GROWTH (%)201062671213.9 982120116728227.357446520127189326.853224220137650426.413680320148111526.0271201Objective 2 Is there any trend of decline in no. of International tourists arriving to the state.In order to find out the above objective we use hypothesis testingNull Hypothesis Number of international tourists to Kerala is not decreasing.Alternate Hypothesis Number of international tourists to Kerala is decreasing.From the simple linear regression we can see that the prediction for international tourists for the forthcoming years bet to decrease with 95% confidence and hence we accept the null hypothesis i.e. No. of international tourists to Kerala is not decreasing.Objective 3 What is currently the volume of domestic tourists to the state, and what are the projections one can expect without any additional focused marketing efforts. (maintaining the current level of activity)We obtained the information about the domestic tourists from the Kerala state department. The figures are as followsYearDomestic TouristsGrowth200050132212.6200153296924.5200255682566.3200358712285.4200459721821.720055946423-0.43200662717245.47200766429415.912008759125014.27200977890562.6From Above SPSS Model, Eqn. will beY= 287046*X + 4621000Here Y= No of Domestic Tourists in a particular yearX=Year (we have taken value of x for year 2000 as 1 and subsequently for next year.)Using the above regression model we can predict the international tourists for the next five years as shown in pursual table.YEAREXPECTED DOMESTIC TOURISTSEXPECTED GROWTH(%)20107778506-0.1201180655523.7201283525983.6201386396443.4201489266903.3Secondary data CollectionIn order to obtain data, we took the help of online search for tourism data. We found that the number of tourists has been increasing. But the growth rate could have been more. The characteristics of the tourists have been seen to be urban based. They are three-year-old and employed.Primary Data collectionA questionnaire was designed to target specific groups of people in 4 Metros (Bangalore, Bombay, Delhi and Chennai) who are in job and also students of IIM Kozhikode. Specific questions were asked in order to get the true picture of the situation and help us to segment the data. Around 36 responses were obtained without missing values. The rest were separated out.Initially, we wait oned at 10 different attributes i.e. Shopping, Historical Importance, last, Hospitality, Relaxation, Connectivity, Events, Adventure, Proximity and Value for money. Respondents to the questionnaire were asked about their opinion regarding the attribute importance for any destination. Then we went on to do a agent analysis to identify the most significant factors and their correlations. Using principle segment analysis, we came down to following four significant factors. constituent 1-Characteristic culture Hospitality, connectivity and adventureFactor 2-Costliness Value for money (positive correlation), Events, proximityFactor 3-Climatic conditions Weather, relaxat ionFactor 4-Historical significance Historical Importance, Negatively related with Value for money grammatical constituent Score Coefficient MatrxCompoent1234Shopping0.2120.246-0.0390.241Historical_Importance0.015-0.002-0.0330.656Weather-0.208-0.0240.5780.267Hospitality0.3430.0330.145-0.022Relaxation0.079-0.1280.582-0.18Connectivity0.3350.053-0.081-0.086Events0.0980.406-0.1660.021Adventure-0.3890.2310.184-0.187Proximity-0.1740.354-0.1080.143Value_for_money0.0110.3230.163-0.351For further segmentation, we used Cluster analysis on the set of data collected by the online questionnaire. The cluster variables were based on the demographics like income, age, employment status.Using Hierarchical constellate and between group linkage procedure, we looked at the coefficients in the agglomeration schedule and the dendogram to leave a cluster of size 2 and 3. Next we also looked at the frequency distributions in order to decide if the clusters are large enough. Finally, we arrived at 2 clust ers.Cluster 1Values tax write-offMean employment2.583Post graduate and employee peopleMean geographical status1.655 northwesterly and South IndiansMean Marital status1 angiotensin converting enzymeAge group1.17218-25 yearsIncome2.414between 5-10 lacsCluster 2ValuesImplicationMean employment2.571No differentiationMean geographical location3.428West and East IndiansMean Marital status1.428married and singleAge group1.57118-25 yearsIncome2.143between 5-10 lacsAnalysis of the competition with other statesWe considered the major tourist hotspots in India like Goa, Andaman Nicobar, Rajasthan, Himachal Pradesh and the North-East to form an image about the attributes that differentiate them. Using Multidimensional scaling we obtained the perceptual social function of the states in terms of 4 different dimensions in two plots.As we can see from the above plot, Kerala has a distinct imageIf we look at crowd, Kerala and Goa are pretty similar. They pull decent number of similar kind of cro wds to their destinations.Other attributes Cost and connectivity, Andaman Nicobar and Lakhswadeep are different from Kerala in these two aspects.The plot below shows the Euclidean distance as observed from the dissimilitude matrix.The second MDS process was run to compare on other attributes like beaches, hillstations, and other location characteristics.The chart is shown in the following plot.Results- It was found that Kerala differs in historical significance from Rajasthan In terms of scenic beauty Kerala is high up against Goa and the North-EastConclusion-Most people view Kerala to be a place of scenic beauty constituted by the Backwaters, beaches and Hills.From the above analysis, we can say that Kerala has a distinct competitive edge over other states and should capitalize on it by promoting its strengths. Kerala should look into the specific segments and target the young and fresh in jobs people.Media for KeralaThe awareness about Kerala was high and Internet and friends wer e the highest contributors. The plot below shows the results of the research (questionnaire). Internet and word-of-mouth spread of news constitute over half of the publicity Kerala receives.RecommendationsBased on the findings we suggest the following communication strategy More Media campaign should be there to high spot Keralas distinct image. Internet should be used a powerful communicating channels More focus should be on the North and South urban centers. Leverage on existing customers to get new ones