Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 1

Indian Journal of Applied Hospitality and Tourism Research

CONTENTS Research Papers

Parvadhavardhini 6WXGHQW¶V 3HUFHSWLRQ DQG ([SHFWDWLRQ RI +RVSLWDOLW\ 3-19 Gopalakrishnan, Anjira Educational Curriculum: A Case Study of Undergraduates Mehta & H.G. Joshi of Hospitality Management at WGSHA Manipal University

Priya Bhalla & Prodyut Water Predicament at Mountain Ecotourism Destination: 20-30 Bhattacharya The Binsar Wildlife Sanctuary Case

Kumar Ashutosh Effects of Terrorism on Tourism Industry: A Case Study of 31-41 Jaipur

Aamir Ali Ansari & Bharti Destination Image Formation through Film Induced 42-50 Gupta 7RXULVP $ &DVH 6WXG\ RI µ&KHQQDL ([SUHVV¶ IHDWXULQJ Tamil Nadu

Chetan Shah, Shiladitya Marketing and Redevelopment Strategy for Any Disaster 51-66 Samaddar, Vikas Gupta Site: Case Study of Uttarakhand Flash Flood 2013

Sathish Anthony & Helic Contribution of Beach Shacks to the Socio-Economic 67-74 Mario Barretto Development of Goa: Case Study Analysis

Jatashankar R. Tewari Local Food and Beverage in Tourism: The Cuisine of 75-83 Lucknow

S. Kaliappan & Vasanthan Impact of Living Away From Family on the Eating Habits 84-93 Sigamany of Young Adolescents in a University Town

Prasenjit Sarkar & Relationship between Self, Peer and Faculty Assessment of 94-101 Thirugnanasambhantham K Technical Skills in Indian Contemporary Cuisine Practical: A Study on Culinary Students

Argha Chakravorty & A Study on the Causes and Prevention of High Attrition 102-113 Priyadarshan Lakhawat Rate in Hotel Industry

Sarah Hussain & Kavita Single Lady Travellers in Delhi Hotels: Practices and 114-121 Khanna Challenges

Manjula Chaudhary & Swati ,QERXQG 7RXULVWV WR ,QGLD 5ROH RI ,QGLD¶V ,PDJH  122-133 Sharma Incredible India Campaign

Vinod Negi & Dinesh Kumar Issues & Changes in Human Resource Management: A 134-140 Karush case study of Hospitality Industry in Uttarakhand

Vivek Sharma Vulnerability and Impact Assessment of Climate Change on 141-150 Tourism Destinations

2 Indian Journal of Applied Hospitality & Tourism Research

Preface Enhanced image and growth potential of the country is becoming centre of attraction across the globe. India is opening new avenues. Emergence of innovative tourism product is helping in giving varieties to the tourist and many new potential still need to be tapped for making country as an ³all year destination´. Efforts are being done to develop tourism at various levels, and this will shape strategies of hotel companies in coming years.

Technology and Innovation are the key drivers to Travel and Hospitality Business. This trend will continue to grow enormously. Digital India, Make in India campaign, Swach Bharat Abhiyaan, Pilgrimage Rejuvenations and Spiritual Augmentation will definitely give a big boost to tourism sector. Visa on arrival has also shown increase in tourist arrival.

To avoid irreparable damages, it is important that environment concerns must not be neglected. Sustainable development provides a nation with social and economic enrichment and this in turn satisfies the needs & wants of all interest groups. Infrastructure and facilities development need to be done in integrated manner. Focus should be given to ensure safety and security of tourists especially, female tourists and to rural areas so that better opportunities along with new found destinations becomes an attraction for tourist.

As terrorism is hitting tourism and hospitality industry hard, it is time for change. Effective security system, coordination in sharing intelligence, and disaster management practices need to be ensured. More cautious approach by hotels in ensuring safety and security will help in reduction of impact of terror strikes.

Availability of trained manpower continues to pose a huge challenge to Tourism and Hospitality Industry. The urgent issues and challenges associated with the Tourism & Hospitality education in the country needs serious attention.

This issue of the journal offers an integrated perspective in trends and innovations in tourism and hospitality. An effort has been made to encompass research papers and case studies that investigate and explore the scope and opportunities in the field and covers broad areas such as climate change, socio economic development, disaster management, training and human resources management, effect of terrorism on tourism, tourism & food and beverage and building image of tourist destination through media and film.

Research based comprehensive coverage of certain timely, crucial and challenging issues of the Tourism and Hospitality Industry beside papers with contemporary perspectives is the real strength of the Journal.

We humbly acknowledge the work of all researchers on whose contribution this Journal is build on. We would like to express our gratitude to all our authors for their excellent contribution as well.

We would like to thank every single person who has assisted in the publication of this issue. It could not have been possible without the dedication and enthusiasm of our editorial team and referees.

This Journal is an expression of our vision of the advancement in Hospitality, Travel and Tourism Industry. With this informative, inspirational and comprehensive journal, we aspire to serve the need of the hour.

Chief Editor Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 3

6WXGHQW¶VPerception and Expectation of Hospitality Educational Curriculum: A Case Study of Undergraduates of Hospitality Management at WGSHA Manipal University Parvadhavardhini Gopalakrishnan1, Anjira Mehta2 & H.G. Joshi3

Abstract &XUULFXOXPDVVHVVPHQWKDVEHHQDQLPSRUWDQWLQVWUXPHQWLQPHDVXULQJWKHVWXGHQW¶VSHUFHSWLRQDQG expectation of hospitality education program. This study identified and adapted theoretical content of FXUULFXODIUDPHZRUNGHYHORSHGE\5DKPDQ  WRDVVHVVWKHVWXGHQW¶VSHUFHSWLRQRIHIIHFWLYHQHVV of hospitality curriculum. The respondents were a focused group of 50 students of the fourth year %+0GHJUHHSURJUDP7KHJDSEHWZHHQWKHVWXGHQW¶VSHUFHSWLRQDQGH[SHFWDWLRQRIWKHKRVSLWDOLW\ educational curriculum were statistically analyzed and reduced to meaningful statements for easier understanding and interpretation. The findings of the study resulted in varying degrees of significant negative gaps across the four major dimensions: Generic Skills, Fundamental Curriculum Related Skills, Functional Area Skills and Concentration/Core Area skills. Although the minimum gap was evidenced in the variable Information technology and the maximum gap observed in emotional intelligence, both variables were from the Generic Skills with a mean score of -0.46. The highest mean score in perception was observed in functional area skill dimension and highest mean score in expectation was observed in Concentration/ Core area skills.

Across gender and classes there was homogeneity of variances for all the dimensions related to both expectation and perception and no significant statistical difference. In conclusion the study emphasizes periodic interventions to the curricula to enhance the generic skills input with particular inputs related to emotional intelligence in order to meet the student expectations. However continuous changes must be robustly included in all 4 dimensions to reduce further gaps in perceptions and expectations of the hospitality curriculum.

Keywords: Hospitality, Curricula, India, Education, Skills, Perception, Expectation and Students

Introduction +RVSLWDOLW\HGXFDWLRQLIGHILQHGLQOD\PDQ¶s language is basically the study of the hospitality industry which not only includes the hotels but a diverse group of institutes such as restaurants, spa and wellness resorts, casinos etc. In a master level thesis authored by Rahman (2010), hospitality education has been defined as an applied discipline which focuses on various disciplines such as social sciences, managerial etc.

According to the latest report published by IBEF in august 2015 says that the hospitality industry has grown unprecedentedly and is still expanding, in India and the travel and tourism sector has developed into an industry with an annual economic report (direct, indirect and induced) of around US$ 6.5 trillion worldwide. The global hotel industry generates approximately between US$ 400-500 billion in revenue each year, one third of that revenue is attributable to the United States (IBEF, 2015). This growth of the hospitality industry has led a lot of students to join this industry and make their careers in this field and eventually led to an increasing number of colleges and institutes providing hospitality education programs. As per the report published by the All India Council of Technical Education (AICTE) in 2012, there are 60 Hotel Management Institutes offering degree courses DQG DQRWKHU  +0,¶V offering short term diploma courses. Apart from AICTE, under National Council of Hotel 0DQDJHPHQWWKHUHDUH+0,¶V. As per the Ministry of Tourism, Government of India about 25 universities are planning to offer programs for hospitality education. Other than this there

1 Principal, Welcomgroup Graduate School of Hotel Administration, Manipal University, Karnataka, India. Email: [email protected] 2 Student, Welcomgroup Graduate School of Hotel Administration, Manipal University, Karnataka, India. 3 Professor, Department of Commerce, Manipal University, Karnataka, India. 4 Indian Journal of Applied Hospitality & Tourism Research

DUHDERXW+0,¶VRIIHULQJWKUHH\HDUFRXUVHVDQGDOVRWKHUHDUHDIDLUQXPEHURILQVWLWXWHV also offering distance learning programs (Dahiya & Duggal, 2014). As the industry requirements vary, it has given a growth to various institutes offering different courses for different duration of time, from which students can learn their multidisciplinary skills and grow and prosper in this industry. As a result, the educational curriculum differs from one institute to another (Rahman, 2010).

Significance of the study There exits few studies that capture the gap between VWXGHQW¶VSHUFHSWLRQDQGH[SHFWDWLRQRI the hospitality education curriculum in India, the reference for this study was taken from a model proposed by Zopiatis (2004) which depicts five gaps between the relationships of the three stakeholders of the hospitality education i.e. the students, the professionals and the educators. The model is given below:

Figure 1: The hospitality education-industry relationship: the five relationship/GAP model

Source: Zopiatis, (2004)

For the purpose of this study only Gap 2 has been UHIHUUHGLQWR XQGHUVWDQGWKHVWXGHQWV¶ expectations versus their actual experienceWKLVZLOOJLYHDQLQVLJKWLQWRVWXGHQW¶VSHUFHSWLRQ of the hospitality education they are pursuing. This gap contrasts the differences between the VWXGHQW¶V H[SHFWDWLRQV DQG WKH DFWXDO LQGXVWU\ H[SHULHQFH WKH\ JR WKURXJK GXULQJ WKH industrial training. If the students gain a positive experience it helps to enhance their future career prospects and whereas a negative experience can affect them adversely and at times leaving the students in doubt whether they have made the right choice for their future. A positive perception occurs when practical knowledge gained by students during their industrial placement can be applied to classroom theory and vice versa. The complementary UHODWLRQVKLS EHWZHHQ WKHRU\ DQG SUDFWLFH UHLQIRUFHV VWXGHQWV¶ FRPPLWPHQW WRZDUGV WKH hospitality industry, instilling confidence in their future hospitality endeavors. A negative perception develops when students start to realize that many operational issues and practices, which have been learned in the classroom, are different from what they have experienced in practice. They begin to doubt the necessity, importance, and relevance of their academic education. Such a perception causes student frustration and disappointment when they realize Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 5

that one of the two elements of their professional hospitality development is ineffective. This discrepanc\PD\ GDPDJHVWXGHQWV¶KRSHV GUHDPV DQGORQJ-term aspirations in pursuing a hospitality career. (Zopiatis & Constanti, 2007)

As the model given by Zopiatis focuses on the actual experience that students undergo during their training and how they correlate it to their academic experience, but this particular study shall not focus on this aspect majorly. The main goal of this study is to understand the VWXGHQW¶V SHUFHSWLRQ DERXW WKH KRVSLWDOLW\ FXUULFXOXP WKH\ DUH IROORZLQJ DQG ZKHWKHU LW matches their expectation and requirement. Perception defined is what one observes from their environment and how they think about it. Expectation is what one feels or believes in. Student expectation and perception always differ, for example a student expects to still have everything thought by spoon feeding it to them and in actual the teacher asks that 90% is self- OHDUQLQJDQGLVZKDWKHVKHZLOOWHDFK7KHVWXGHQW¶VSHUFHSWLRQDERXWWKHVXEMHFWZLOO definitely change.

Curricula or curriculum is the framework in which the syllabus fits. It includes all the teaching learning processes, from the training and preparation of staff, through the varying methodologies, which teachers choose to deliver programmes and assess them, to the ways the teachers choose to speak to and relate with their students. It also includes the learning environment, the kinds of classroom, closed and open, the kinds of seating arrangement, the kinds of resources that are available to teachers and students.

This particular research to study WKHVWXGHQW¶VSHUFHSWLRQVDQGH[SHFWDWLRQVRIWKHKRVSLWDOLW\ education curriculum is being done at the Hotel Management Institute of Manipal University. This study will only concentrates on the current group of students who are pursuing their fourth year Bachelors of hotel management program and have gained maturity to define their own expectations and perception about the hospitality education curriculum.

Time has changed, the industry has progressed with new advancements every day and hence the curricula of hotel management, colleges cannot just focus on the core four departments of hotels i.e. food and beverage production, food and beverage service, front office and housekeeping. The industry has advanced and is advancing each and every day hence the institutes have to be at par with current advancement in the industry. The industry is looking for professionals who are highly skilled and multi-talented. The competition is tough hence the students need to be taught various other skills too, such as communication skills, interpersonal skills, time management, and stress management etc. The curriculum has to be kept abreast with the industry demands and also with the demands of the students which will make them great hoteliers not only but extraordinary persons and great leaders. Gone are the days when only theoretical knowledge was required. These days, there is a requirement of in depth knowledge in operational skills, managerial skills, soft skills, generic skills and inputs from various co curricula activities which enhance the overall development of the students.

Objectives The objectives of this study are: x 7RLGHQWLI\WKHFRPSRQHQWVRIWKHRUHWLFDOIUDPHZRUNLQGLFDWLQJWKHVWXGHQW¶VSHUFHSWLRQ and expectation of hospitality education. x To identify thH JDSV EHWZHHQ VWXGHQW¶V SHUFHSWLRQ DQG H[SHFWDWLRQ RI KRVSLWDOLW\ education through an adapted questionnaire as a survey tool. x To present the findings and recommend suggestions to reduce the perception and expectation gap to make the curricula robust. 6 Indian Journal of Applied Hospitality & Tourism Research

Literature Review Before 1990s the emphasis was more on vocational learning and training, until the late ¶V WKDW WKH OLEHUDWLRQ RI KRVSLWDOLW\ HGXFDWLRQ VWDUWHG LQWHUQDWLRQDOO\ 7KH KRVSLWDOLW\ educational institutes approached a more reflective learning approach along with the traditional vocational base (Morrision & O'Mahony, 2003). Challenges that the hospitality education altogether will face in the millennium are huge. The most evident challenge for the industry would be information technology and it widespread use globally and how it can revolutionize the hospitality industry and the hospitality education in the new millennium. (Rimmington, 1999) Over the years, many studies have taken place to assess the hospitality education, its curriculum, the effectiveness of the programme and how well rehearsed or apt it is to the current and future needs of the industry. From the nutshell it indicated the existence of the gaps between the practitioners and the educators. A comprehensive approach is needed to provide dynamic hospitality education. The globalization of the industry has led to an edge of competitiveness where one of the most important elements is having quality human resource. This can only be achieved by developing a hospitality curriculum that integrates modern management and innovative practices and building from the conventional based teaching practices that focus on technique, skills, aesthetics and culture. (Chang & Hsu, 2010)

The hospitality educational curriculum is questioned on its efficiency and relativity to the industry by the stakeholders in the light of the ongoing changes in the industry on global levels. The tourism and hospitality as an academic field is quite young as compared to the other disciplines. Scotland (2006) in his research states that there is a philosophical orientation between the tourism and hospitality faculty and is an area of contention. It is clear that philosophical underpinnings play an important role in curricula development for various hospitality programs. Hence, it is important for those involved in curricula development within a department, college or other organization to be aware of the role that philosophical beliefs play in influencing program decisions. It is important to examine prevailing philosophies within the controlling unit with the intent to develop a guiding philosophy on which educational goals are based and which can best serve the interest of stakeholders i.e. the students, the educators or teachers and the professionals of the industry. Reflective learning i.e. the continuous process of learning through actions the various objectives being set by educational and industrial bodies suggest that future managers need to be reflective practitioners, and this issue will have to be addressed by hospitality educators. If educators are to meet targets to achieve general standards of graduates which require theoretical and critical evaluation as well as the demonstration of practical and organizational skills, they need to be systematic about their understanding of students' learning preferences. Hospitality students have learning preferences which do not naturally include theorizing or reflection. Set of educational concepts which can be useful in tracking students' learning styles and in encouraging the development of more reflective approaches to study and management tasks. (Lashley, 1999)

A study done by Johanson and Haus (2010) discusses the importance of curriculum content in relation to the preferred learning style and reveals that learning style preferred by the students changes over the years. Critical thinking should be a major part of the educational curriculum along with an array of various topics related to arts and social sciences. Critical thinking and managerial abilities will be one of the most important features to be considered in any hospitality educational curriculum (Lashley, 2007). According to Lam and Xiao (2010) there exist a big gap in providing the industry with skilful staff which is competent towards the standards and requirements of the industry and it is a challenge for the industry to meet the Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 7

needs of the industry. Peter J. Harris (1995) opines that educational institutions should provide a more comprehensive curriculum that covers all the aspects of running and operating a business, as hospitality is no longer cooking and serving food, it is much more than that.(Harris, 1995). The hospitality educators have to be abreast with the current requirements of the industry and plan the educational curriculum according to it. (Connolly & McGing, 2006)

Halsell (2006) study on the comparison on emotional intelligence between hospitality professionals and students showed that it would be beneficial for the students if institutions added emotional intelligence into their educational curriculum to better prepare the students for their future career choices. As the world is growing at a very fast pace and one is constantly faced with stressful situation where one is not able to contain their emotions hence it is becoming increasingly important for the people in hospitality industry to contain their emotion. The hospitality industry is one which is evolving at every step and the subjects taught need to evolve to match the industry requirements. Management skills, generic skills and interpersonal skills become some of the most important to be developed and the educators need to address this particular area for developing world leaders in the hospitality. (Connolly & McGing, 2006; Johanson & Haus, 2006; and Nor, 2009). There have been few studies to understand the perception of the students towards hospitality education and their expectation about the program at the end. The end results show that there are certain gaps existing between the educators and the professional but most students feel satisfied with the curriculum but the programs have to continuously revised to meet the needs of the industry be at par with the trends of the hospitality industry (Rahman, 2010). The gap between the hospitality industry employees and the hospitality students has led to various assumptions and perception about the industry. The studies revealed three key aspects of - the different career expectations; requirements and assumption exist between the industry professionals and the students. The study highlighted some important points: students perceived that after the completion of the degree they would get a position of management trainee, though professionals believe that a degree does not necessary guarantee a job a student needs to be proficient with various skills and have an experience of industrial training (Kim, 2008.). Jauhari (2006), talks about the lack of competencies existing between the educators and the professionals in the industry to provide a comprehensive model of hospitality education which is globally acceptable. The author examined the link between the industry requirements and the programs and curriculum taught by educators in the hotel management schools. The findings showed that their exist gaps in which the industry requirements of skilled human resource is not met by the institutes. According to Dhanoa (2014), though the industry is growing rapidly and contributes significantly but there are several challenges the industry faces in the coming future especially regarding to the quality of human resource available.

Theoretical Framework The framework that has been adopted for the purpose of this study uses both generic skills and hospitality specific skills too. The broad categories of skill sets are: generic skills communication skills, conceptual skills, analytical skills, team work, adaptability, interpersonal skills, emotional intelligence and ethical behavior); hospitality related skill such DVIXQGDPHQWDOIXQFWLRQDODUHDVNLOOVDQGVWXGHQW¶VFRQFHQWUDWLRQDUHDVNLOOV Functional area skills are broadly categorized into marketing, human resource, finance and information technology. The concentration area skills are divided into food and beverage, lodging, events and travel tourism.

8 Indian Journal of Applied Hospitality & Tourism Research

Figure 2: Skill categories

Generic Skills

Fundamental curriculum Related Skills

Student Perception and Expectation Functional Area Specific Skills

Concentration/Core Area Specific Skills

Source: Rahman (2010)

Fundamental Curriculum Related skills have been divided into three components based on the analysis of the curriculum.

Figure 3: Key Components of Fundamental Curriculum Related Skills

Functional Area Specific skills were broken down into five broad skill sets by the author. These functional area skills are further broken down into a number of curriculum variables. The break down illustration is given below in figure 5.

Figure 4: Breakdown of Functional Area Skills

Similarly the author has also divided the concentration or core area skills into six broad areas i.e. Lodging; Food and Beverage; Events; Casino; Club; and Tourism and Travel. As this study is being done in India hence Casino and Club management variables are not being considered. Figure 6 shows, the DXWKRUV¶ representation of the core area skills, and figure 2 shows the variables taken up for this study.

Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 9

Figure 5: Imran Rahman representation of the concentration area skills from which Casino and Club are being omitted as they are not that relevant to the Indian Hospitality Industry

Figure 6: Key elements of core area skills

The review of literature showed various attributes and variables that are related to the hospitality education and how these variables when used effectively in the curriculum design help in developing global hospitality leaders. This particular study will help to answer the question whether the students pursuing hospitality education at undergraduate level at Manipal University feel satisfied with their programs did it meet their level of expectation and the perception about the program.

Methodology As an exploratory study, this study developed an online survey instrument and conducted with the convenience sample of final year students of the four year Bachelor of Hotel Management program at Manipal University. The students were reviewed to identify their level of expectation and perception regarding the current hospitality curriculum. A questionnaire was prepared with the help of Google docs. The respondents were emailed the link for filling the questionnaire.

The study sample consisted of the 50 final year students of the four years Bachelor of Hotel Management Program. The survey was conducted by sending an electronic link of the questionnaire to all the respondents. The questionnaire was divided into three parts: Part A contained questions with reference to level of expectation, whereas Part B had questions pertaining to level of perception and finally Part C had demographics questions and questions on overall satisfaction. The students were asked to rate their level of expectation and perception for generic and curriculum specific skills such as functional area skill, concentration area skill and fundamental curriculum related skills. The questions were measured on 5 point Likert Scale, where 1: strongly disagree to 5: strongly agree. The total time for the data collection was 12 days where every second day a reminder and the link were re-sent to the participants.

Analysis and Findings This study used SPSS (Statistical Package for Social Sciences) version 16.0, Microsoft Excel and Google Docs. Descriptive analysis was undertaken to obtain overall mean values and 10 Indian Journal of Applied Hospitality & Tourism Research

standard deviation of all variables used in the study. Regression analyses were conducted to H[DPLQHZKLFKVNLOOVVHWZDVPRUHLQIOXHQWLDOWRGHWHUPLQHVWXGHQW¶VOHYHORISUHSDUHGQHVV

Out of the 50 students 38 were male students (76%) and 12 were female students (24%). The students were further classified depending upon their CGPA, out the total 50 students, 15 (30%) students had a CGPA of above 9.1; 10(20%) students with a CGPA between 8.1-9.0, there were 15 (30%) students with a CGPA between 7.1-8.0; 8 students (16%) with a CGPA between 6.1 to 7 and finally 2 students(2%) with CGPA below 6.0. A detailed summary response of the respondents is given in table 1 and table 2.

Table 1: Respondents Demographic profile based on Gender Frequency Percent Male 38 76.0 Female 12 24.0 Total 50 100.0

Table 2: Demographic Profile based on CGPA Frequency Percent Between 9.1 - 10 15 30.0 Between 8.1 - 9 10 20.0 Between 7.1 - 8 15 30.0 Between 6.1 - 7 8 16.0 Below 6.0 CGPA 2 4.0 Total 50 100.0

The students were asked to respond to their level of expectation and perception for each curriculum variable. The 26 curriculum components or variable were grouped into four main categories: Generic Skills; Fundamental curriculum related skill; Functional Area Skill; Concentration/ Core Area Skill.

&URQEDFK¶V$OSKDWest was done using SPSS to measure the internal consistency and close relation among the set of determinants in each of the dimensions as a group. A relatively high value of more than .70 was observed as a reliability coefficient and is considered as accepWDEOHLQWKLVVWXG\7KHUHOLDELOLW\RIWKHTXHVWLRQQDLUHZDVPHDVXUHGE\WKH&URQEDFK¶V Alpha coefficient for both sections of the questionnaire. The reliability estimate of 0.829 at the least to 0.96 at the most for expectation and 0.892 least and 0.94 the most for perception indicates acceptable reliability of data for exploratory purposes.

Table 3: Alpha reliability for Expectations Variable/Dimensions No. of Items Cronbach's Alpha Generic Skills 11 0.938 Fundamental Curriculum Related Skills 3 0.829 Functional Area Skills 5 0.898 Concentration/Core Area Skills 7 0.96

Table 4: Alpha reliability for Perceptions Variable/Dimensions No. of Items Cronbach's Alpha Generic Skills 11 0.946 Fundamental Curriculum Related Skills 3 0.892 Functional Area Skills 5 0.926 Concentration/Core Area Skill 7 0.938 Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 11

Descriptive Analysis The respondents were asked to rank the various curriculum variables based on their level of expectation and perception. A total of 26 variables spread across the four main components i.e. Generic skills, fundamental curriculum related skill, functional area skill and concentration/ core area skill. The mean value of each variable was computed to analyze the JDS VFRUH EHWZHHQ WKH VWXGHQW¶V H[SHFWDWLRQV DQG SHUFHSWLRQV 7KH UHVults showed that the expectations of the students in all dimensions were higher than the perception leading to a negative gap score.

The gap analysis showed that the highest mean score in expectations was for Concentration area skill (4.19) and the least in Generic Skills (4.09). The highest mean score in perception was for Functional Area Skill (3.82) and the least in Generic Skills (3.63). The difference between the mean scores of expectations and perception, a gap in all dimensions was noticed, the students perceived the maximum gap in Generic Skills (-0.46) and the least in Functional area skills (-0.28).

The individual variables of the four dimensions also showed a negative gap score, variable for emotional intelligence (-0.60) showed the highest gap score while the variable for Information Technology (-0.18) showed the least gap score. However it is interesting to note that both the variables belong to Generic Skills category.

Table 0HDQ6FRUHRI([SHFWDWLRQ¶VDQG3HUFHSWLRQVRIWKHIRXUVNLOOgroups Category Perception Expectation Gap Score Generic skills 3.63 4.09 -0.46 Fundamental Curriculum Related Skills 3.80 4.11 -0.31 Functional Area Skills 3.82 4.10 -0.28 Concentration/ Core Area Skill 3.79 4.19 -0.40

Table 6: Mean Score RI([SHFWDWLRQ¶VDQG3HUFHSWLRQVRIWKHYDULDEOHV Variable Category Perception Expectation Gap Score Information Technology Generic Skills 3.74 3.92 -0.18 Guest Lectures & Fundamental 3.86 4.08 -0.22 Seminars to discuss current Curriculum Skill issues and trends Human Resource Functional Area Skill 3.84 4.10 -0.26 Finance and Accounting Functional Area Skill 3.80 4.08 -0.28 Travel and Tourism Concentration 3.84 4.14 -0.3 Management Area Skill & Fundamental 3.86 4.16 -0.3 Experience Based Curriculum Skill Learning Food and Beverage Concentration Area Skill 3.86 4.16 -0.3 Production Management Hospitality Law Generic Skills 3.56 3.88 -0.32 Critical Reflective Thinking Generic Skills 3.56 3.90 -0.34 Marketing and Strategic Functional Area Skill 3.82 4.16 -0.34 Management Hospitality Operations Functional Area Skill 3.92 4.30 -0.38 Skillful Use of Food Concentration Area Skill 3.82 4.20 -0.38 Service systems such as POS, PMS Experimental Learning Fundamental 3.68 4.08 -0.4 12 Indian Journal of Applied Hospitality & Tourism Research

Curriculum Skill Beverage Management Concentration Area Skill 3.88 4.28 -0.4 Teamwork Skills Generic Skills 3.68 4.10 -0.42 Sales Techniques and Concepts Generic Skills 3.84 4.26 -0.42 Self Management Generic Skills 3.74 4.16 -0.42 Ethical Business/Behaviour Generic Skills 3.58 4.02 -0.44 Lodging Management Concentration 3.72 4.16 -0.44 Area Skill Meetings and Concentration Area Skill 3.68 4.12 -0.44 Convention Management Communication Skills Generic Skills 3.82 4.3 -0.48 Leadership Skills Generic Skills 3.56 4.08 -0.52 Event Management Concentration Area Skill 3.76 4.30 -0.54 Forecasting & Budgeting Generic Skills 3.54 4.10 -0.56 Problem Solving ability Generic Skills 3.68 4.24 -0.56 Emotional Intelligence Generic Skills 3.38 3.98 -0.6

Table 7: Mean Value of Satisfaction Level among Students Variable Mean Level of readiness to work in the industry 3.60 Level of overall satisfaction with learning in the hospitality program 3.66 Level of overall quality of education in the current program 3.84 Likelihood of recommending this program to others 3.84 Have received the promised education from this hospitality program compared 3.64 to the costs of the program I am glad to major in hospitality and tourism management 3.42 I believe the hospitality and tourism management is a good course to study 3.82

The students showed an overall of satisfaction with a mean score of 3.68 in which the factor of recommending this program to others and the overall quality of education showed the highest level of satisfaction with a mean score of 3.84, while students showed least satisfaction level in the component of majoring in the hospitality industry with a mean score of 3.42.

T-test results The independent sample t test was computed to find out the difference of the mean in the four dimensions for expectations and perception between the male and female students.

Results for expectation dimension

Table 8: Descriptive Statistics for Expectations Dimension Variables Sex N Mean Std. Dev. Generic Skills Male 38 4.08 0.77 Female 12 4.14 0.66 Fundamental Curriculum Related Male 38 4.1 0.92 Skills Female 12 4.11 0.68 Functional Area Skills Male 38 4.10 0.87 Female 12 4.15 0.57 Concentration Area Skills Male 38 4.18 0.88 Female 12 4.23 0.63

Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 13

Table 9: Result of t-test for Expectation Dimension Variable F T Sig (2 tailed) Mean Diff. Generic Skills 0.30 -0.26 0.79 -0.06 Fundamental Curriculum 1.51 -0.20 0.98 -0.005 Related Skill Functional Area Skill 2.83 -0.18 0.85 -0.05 Concentration Area Skill 0.77 -0.20 0.83 -0.05

The independent sample t- test was done to find the mean difference between the male and female students for their level of expectation regarding generic skills. There was homogeneity of variances for all the four dimensions for both male and females students as DVVHVVHG E\ /HYHQH¶V WHVW IRU HTXDOLW\ RI YDULDQFHV S    7KHUH ZDV QR VLJQLILFDQW difference between the male and female students.

Result for perception dimensions The independent sample t- test was done to find the mean difference between male and female students regarding their level of perception for the variables: generic skills, fundamental curriculum related skill, functional area skill and concentration area skill. There were 12 female and 38 male students in total.

Table 10: Descriptive Statistics for Perception Dimension Variable Sex N Mean Std. Dev. Perception: Generic Skills Male 38 3.65 0.87 Female 12 3.58 0.73 Perception: Fundamental Male 38 3.88 0.85 Curriculum Related Skills Female 12 3.52 0.73 Perception: Functional Area Male 38 3.81 0.92 skills Female 12 3.86 0.62 Perception: Concentration Male 38 3.77 0.92 Area Skills Female 12 3.85 0.64

Table 11: Independent t-test result for Perception Dimension Variable F T Sig ( 2 tailed) Mean Diff. Generic Skills 0.5 0.26 0.79 0.07 Fundamental Curriculum 0.26 1.30 0.19 0.35 Related Skill Functional Area Skill 0.66 -0.19 0.84 -0.05 Concentration Area Skill 2.05 -0.28 0.77 -0.08

The male students showed a higher level of perception for generic skills (M= 3.65 S.D. =0.87) as compared to female students (M= 3.58 S.D.  7KH/HYHQH¶VWHVWIRUHTXDOLW\ showed homogeneity of variance (p=0.48). There was no significant statistical difference (mean difference= 0.07) between the male and female students, t (48) = 0.26, p= 0.79. For Fundamental Curriculum Related Skill the male students showed a higher level of perception (M=3.88 S.D. = 0.85) than the female students (M=3.52 S.D. =0.73). The female students showed a higher level of perception for functional area skills (M=3.86 S.D. = 0.62) as compared to the male students (M=3.81 S.D. = 7KH/HYHQH¶VWHVWIRUHTXDOLW\VKRZHG homogeneity of variance (p=0.42). There was no significant statistical difference (mean difference= -0.05) between the male and female students, t (48) = -0.19, p=0.84. For Concentration area skill the female students showed a higher level of perception (M=3.85 S.D. = 0.64) as compared to male students (M=3.77 S.D. =  7KH /HYHQH¶V WHVW IRU 14 Indian Journal of Applied Hospitality & Tourism Research

equality showed homogeneity of variance (p=0.15). There was no significant statistical difference (mean difference= -0.08) between the male and female students, t (48) = -0.28, p=0.77.

One-Way ANOVA The one way ANOVA can be used to compare the statistical difference between two or more groups. In this particular study One-way ANOVA was used to identify the significance difference between exception and perception variables with reference to the CGPA level of the students. The 50 respondents were classified into five groups depending upon their CGPA: above 9.1 CGPA 10students with a CGPA between 8.19.0, there were 15 students with a CGPA between 7.1-8.0; 8 students with a CGPA between 6.1 & 7 and finally 2 students with a CGPA below 6.0

Table 12: One- Way ANOVA results for the Expectation Dimension Variables Groups N Mean Std Dev. F Sig. Generic Skills Between 9.1 ± 10 15 4.21 0.70 0.21 0.93 Between 8.1 ± 9 10 3.99 0.68 Between 7.1 ± 8 15 4.06 0.89 Between 6.1 ± 7 8 4.15 0.62 Below 6.0 CGPA 2 3.80 1.14 Total 50 4.098 0.74 Fundamental Between 9.1 ± 10 15 4.20 0.87 0.17 0.95 Curriculum Between 8.1 ± 9 10 3.96 0.74 Related Skill Between 7.1 ± 8 15 4.08 0.99 Between 6.1 ± 7 8 4.20 0.87 Below 6.0 CGPA 2 3.83 1.17 Total 50 4.10 0.86 Functional Between 9.1 ± 10 15 4.2 0.74 0.25 0.9 Area Skills Between 8.1 ± 9 10 4.08 0.71 Between 7.1 - 8 15 4 1.01 Between 6.1 - 7 8 4.275 0.70 Below 6.0 CGPA 2 3.8 1.13 Total 50 4.112 0.81 Concentration Between 9.1 - 10 15 4.25 0.73 0.20 0.93 Area Skill Between 8.1 - 9 10 4.27 0.66 Between 7.1 - 8 15 4.16 1.05 Between 6.1 - 7 8 4.16 0.83 Below 6.0 CGPA 2 3.71 1.01 Total 50 4.19 0.82

The level of expectation for Generic Skills increased from students with a CGPA below 6.0 (n=2 M= 3.80 S.D.= 1.14), to students having a CGPA between 8.1-9 ( n= 10 M= 3.96 S.D.= 0.74), to students with a CGPA between 7.1-8 (n=15 M= 4.06 S.D.= 0.89), the next group was the students having a CGPA between 6.1-7 (n=8 M= 4.15 S.D.=0.62), and the last group was the students with a CGPA between 9.1-10 (n=15 M= 4.21 S.D.= 0.70), but the difference between these groups was not statistically significant p=0.93. The level of expectation for Fundamental Curriculum Related Skills increased from students with a CGPA below 6.0 (n=2 M= 3.83 S.D.= 1.17), to students having a CGPA between 8.1-9 ( n= 10 M= 3.99 S.D.= 0.68), to students with a CGPA between 7.1-8 (n=15 M= 4.08 S.D.= 0.99), the next group was the students having a CGPA between 6.1-7 (n=8 M= 4.20 S.D.=0.87), and the last group was the students with a CGPA between 9.1-10 (n=15 M= 4.20 S.D.= 0.87), but the difference Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 15

between these groups was not statistically significant p=0.95. The level of expectation for Functional Area Skills increased from students with a CGPA below 6.0 (n=2 M= 3.8 S.D.= 1.13), to students having a CGPA between 7.1-8 ( n= 15 M= 4.00 S.D.= 1.01), to students with a CGPA between 8.1-9 (n=10 M= 4.08 S.D.= 0.71), the next group was the students having a CGPA between 6.1-7 (n=8 M= 4.275 S.D.=0.7), and the last group was the students with a CGPA between 9.1-10 (n=15 M= 4.2 S.D.= 0.74), but the difference between these groups was not statistically significant p=0.90. The level of expectation for Concentration Area Skills increased from students with a CGPA below 6.0 (n=2 M= 3.71 S.D.= 1.01), to students having a CGPA between 7.18 ( n= 15 M= 4.16 S.D.= 1.05) and CGPA between 6.1- 7 (n=8 M= 4.16 S.D.=0.83), to students with a CGPA between 9.1-10 (n=10 M= 4.25 S.D.= 0.73), the next group was the students having a CGPA between 8.1-9 (n=10 M= 4.27 S.D.=0.66), but the difference between these groups was not statistically significant p=0.93 4.4.2 Results for perception dimensions

Table 13: One-way ANOVA results for perception dimension Variables Groups N Mean Std Dev. F Sig. Generic Skills Between 9.1 ± 10 15 3.42 0.71 1.31 0.27 Between 8.1 ± 9 10 4.06 0.79 Between 7.1 ± 8 15 3.60 0.86 Between 6.1 ± 7 8 3.72 0.96 Below 6.0 CGPA 2 2.92 0.71 Total 50 3.63 0.83 Fundamental Between 9.1 ± 10 15 3.64 0.72 1.38 0.25 Curriculum Between 8.1 ± 9 10 4.16 0.70 Related Skill Between 7.1 ± 8 15 3.88 0.80 Between 6.1 - 7 8 3.70 1.07 Below 6.0 CGPA 2 2.83 1.17 Total 50 3.8 0.83 Functional Area Between 9.1 - 10 15 3.70 0.61 1.02 0.4 Skills Between 8.1 - 9 10 4.12 0.74 Between 7.1 - 8 15 3.73 0.95 Between 6.1 - 7 8 4.05 1.04 Below 6.0 CGPA 2 3 1.41 Total 50 3.82 0.85 Concentration Between 9.1 - 10 15 3.67 0.60 1.62 0.18 Area Skill Between 8.1 - 9 10 4.2 0.81 Between 7.1 - 8 15 3.82 0.85 Between 6.1 - 7 8 3.73 1.15 Below 6.0 CGPA 2 2.64 0.90 Total 50 3.79 0.85

The level of perception for Generic Skills increased from students with a CGPA below 6.0 (n=2 M=2.92 S.D.= 0.71), to students having a CGPA between 9.1- 10 ( n= 15 M=3.42 S.D.= 0.71), to students with a CGPA between 7.1-8 (n=15 M=3.60 S.D.= 0.86), the next group was the students having a CGPA between 6.1-7 (n=8 M=3.72 S.D.=0.96), and the last group was the students with a CGPA between 8.1- 9 (n=10 M= 4.06 S.D.= 0.79), but the difference between these groups was not statistically significant p=0.27. The level of perception for Fundamental Curriculum Related Skills increased from students with a CGPA below 6.0 (n=2 M=2.83 S.D.= 1.71), to students having a CGPA between 9.1-10 ( n= 15 M=3.64 S.D.= 0.72), to students with a CGPA between 6.1-7 (n=8 M=3.70 S.D.=1.07), the next group was the students having a CGPA between 7.1-8 (n=15 M=3.88 S.D.=0.88), and the last group was 16 Indian Journal of Applied Hospitality & Tourism Research

the students with a CGPA between 8.1- 9 (n=10 M= 4.16 S.D.= 0.70), but the difference between these groups was not statistically significant p=0.25. The level of perception for Functional Area Skills increased from students with a CGPA below 6.0 (n=2 M=3.00 S.D.=7.41), to students having a CGPA between 9.110 ( n= 15 M=3.70 S.D.= 0.61), to students with a CGPA between 7.1-8 (n=15 M=3.73 S.D.=0.95), the next group was the students having a CGPA between 6.1-7 (n=8 M=4.05 S.D.=1.04), and the last group was the students with a CGPA between 8.1- 9 (n=10 M= 4.12 S.D.= 0.74), but the difference between these groups was not statistically significant p=0.40. The level of perception for Fundamental Curriculum Related Skills increased from students with a CGPA below 6.0 (n=2 M=2.64 S.D.= 0.90), to students having a CGPA between 9.1-10 ( n= 15 M=3.67 S.D.= 0.60), to students with a CGPA between 6.1-7 (n=8 M=3.73 S.D.=1.15), the next group was the students having a CGPA between 7.1-8 (n=15 M=3.82 S.D.=0.85), and the last group was the students with a CGPA between 8.1- 9 (n=10 M= 4.2 S.D.= 0.81), but the difference between these groups was not statistically significant p=0.18

Correlation Analysis 7KHVWXG\FRQGXFWHGD.DUO3HDUVRQ¶V&RUUHODWLRQDQDO\VLVIRUWKHH[SHFWDWLRQDQGSHUFHSWLRQ variables. The Pearson product-moment correlation generates a coefficient called the Pearson correlation coefficient, denoted as r (i.e., the italic lowercase letter r).

Table 14: Pearson Correlation for Expectation variables Generic Fundamental Functional Skills Curriculum Area Skill Related Skill Generic Skills 0.86 0.86 Fundamental Curriculum 0.86 0.91 Related Skill Functional Area Skill 0.86 0.91 Concentration Area Skill 0.903 0.906 0.908

The above table presents correlation among the variables for the expectation dimension, it can be concluded that there is a strong correlation among the variables. The generic skills shows strong correlation with fundamental curriculum related skill (r = 0.86), functional area (= 0.86) and with concentration area skill (=0.903), so does fundamental curriculum related skill with functional area skill (r = 0.91), finally concentration area skill shows a high degree of correlation with fundamental curriculum related skill (r=0.906) and with functional area skill (r=0.908).

Table 15: Pearson Correlation for Perception variables Generic Fundamental Curriculum Functional Skills Related Skill Area Skill Generic Skills 0.86 0.87 Fundamental Curriculum 0.86 0.81 Related Skill Functional Area Skill 0.87 0.81 Concentration Area Skill 0.905 0.88 0.86

The above table presents correlation among the variables for the perception dimension, it can be concluded that there is a strong correlation among the variables. The generic skills shows strong correlation with fundamental curriculum related skill (r = 0.86), functional area (= 0.87) and with concentration area skill (= 0.905), so does fundamental curriculum related Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 17

skill with functional area skill (r = 0.81), finally concentration area skill also shows a high degree of correlation with fundamental curriculum related skill (r= 0.88) and with functional area skill (r= 0.86).

Multiple Regression Analysis with Overall Satisfaction as dependent variable One of the important factors, overall satisfaction was taken as the dependent variable while the perception dimension is taken as the independent variable as that relates to the actual/ present situation of the students as compared to the exception dimension which talks about what the ideal situation. The four independent variables are: X1: Generic Skills; X2: Fundamental Curriculum Related Skills; X3: Functional Area Skill; X4: Concentration Area Skill and Y= Overall Satisfaction. The regression equation is represented as Y= a + b1X1 + b2X2 + b3X3 + b4X4

Table 16: Multiple Regression Analysis Independent Variable B (coefficient) Beta Weight Sign. Generic Skills -0.29 -0.27 0.27 Fundamental Curriculum 0.33 0.31 0.15 Related Skill Functional Area Skill 0.34 0.33 0.11 Concentration Area Skill 0.45 0.43 0.103 Dependent Variable: Overall Satisfaction. R square = 0.611, F= 17.636, P= 0.0001, B (constant) = 0.437

The overall results of the multiple regression analysis yielded a R square value of 0.611 indicating that this set of dependent variable accounted for 61.1% of the variance of the dependent variable, leaving 38.9% of the variance unaccounted for as they did not fit the model requirements. The F statistics of 17.636 shows that there is significant relationship between the dependent and the independent variables. The independent variable generic skills had a negative effect (B= -0.27 p= 0.27) while the other variables showed a positive effect: fundamental curriculum related skill (B= 0.31 p= 0.15); functional area skills (B= 0.33 p= 0.11) and concentration area skill (B= 0.43 p= 0.103).Though none of the variables showed statistical significance due to the insufficient sample size.

Discussion and Conclusion The first objective of the study was to identify the components of the theoretical framework WR VWXG\ WKH VWXGHQW¶V SHUFHSWLRQ DQG H[SHFWDWLRQ UHJDUGLQJ WKH KRVSLWDOLW\ HGXFDWLRQal curriculum. The study identified a suitable model from Rahman (2010) and modified it according to requirements of the curriculum being followed at WGSHA. The framework consisted of four components Generic Skills, Fundamental Curriculum Related Skill, Functional Area Skill and Concentration Area Skill to assess the level of expectation and perception among the students. The second objective was to determine the difference EHWZHHQ WKH VWXGHQW¶V OHYHO RI H[SHFWDWLRQ DQG SHUFHSWLRQ ,W ZDV REVHUYHG WKDW VWXGents showed a maximum gap in Generic Skills and the least in Functional Area Skill. Generic Skills covered skills such as communication, leadership, teamwork, analytical, interpersonal etc. and Functional Area Skills covered components such as Human Resource, Finance, Hospitality Operations, Information Technology and Marketing. It can be concluded that the students perceive the maximum gap in generic skills even though when the gap analysis of individual variables was done it was seen that Information Technology showed the least gap whereas emotional intelligence had the maximum gap. Even though this particular group of skills shows the maximum gap but there are certain components among this group which contribute to a greatly for the level of satisfaction among the students. Concentration Area Skills and Fundamental Related Skills also had shown a negative gap, though the individual 18 Indian Journal of Applied Hospitality & Tourism Research

variable among these skills groups also had a lot of variation. An Independent t-Test was done to compare the various skill groups with the male and female students for both expectation and perception dimensions. It can be noted that for both the perception and expectation dimension the variables had shown homogeneity. Though the female students had shown a higher a mean value for all the variables than the male students, for the expectation dimension, but there was no statistical significant difference between the female and male students. On the other hand for the perception dimension the male students showed a higher mean value than female students for all the variables, but there was no statistical difference between the male and female students. One of the reasons for no significant difference among the two groups of students would be the small number of respondents.

One-way ANOVA was carried out to compare the various skill groups for the students categorized into different groups depending on their CGPA. The variables were compared for both the perception and the expectation dimension, though there were significant difference in the mean for the various groups but there was no significant difference between the groups for their level of expectations and perception for each skill group. Correlation analysis was carried out to determine the interrelation between the variables, a high degree of correlation was obtained for all the variables in perception and expectation dimensions. This means there is a strong interrelation among the variables for perception as well as expectation. A multiple regression analysis was carried out to find which variable was the most determining factor for WKH RYHUDOO VDWLVIDFWLRQ RI WKH VWXGHQW¶V IRU WKH KRVSLWDOLW\ HGXFDWLRQDO FXUULFXOXP 7KH 5 value of .611 showed that there was high agreement among the variables and can be interpreted that the model almost perfectly fits the requirement. There was significant relation within the dependent and the independent variables. Though, Generic Skills had a negative HIIHFW RQWR VWXGHQW¶V OHYHO RI VDWLVIDFWLRQ ZKLOH )XQGDPHQWDO &XUULFXOXP 5HODWHG 6NLOOV Functional Area Skills and Concentration Area Skills showed a positive effect on the level of satisfaction for the students.

In the end it can be concluded that overall the hospitality curriculum at WGSHA meets most of the expectations of the students. The curriculum needs to make changes in the component for Generic Skill which showed the maximum gap and also had a negative effect on the level RI RYHUDOO VDWLVIDFWLRQ RI WKH VWXGHQW¶V HVSHFLDOO\ LQ WKH DUHD RI HPRWLRQDO LQWHOOLJHQFH 7R achieve a curriculum which is robust from all dimensions the course structure needs to pay attention to all the variables of the educational curriculum and not only on a significant few topics. In order to reduce the gaps and improve the overall satisfaction of the students, the hotel management course must provide attention to all the variables of an educational curriculum.

The outcome of this study may benefit several organizations that have concerns in regulating educational services; such as Ministry of Human Resource and Development; AICTE; National Council of Hotel Management; the industry stakeholders; public and private universities in India and other institutions offering degrees and diplomas in hotel management. As hospitality education is still growing across the globe, with the rising demand for hospitality education the need for a proper hospitality educational curriculum is more necessary than ever. Keeping in mind all its limitations, the model can be developed further and improved to a completely new level. It might also be possible to rank colleges and institutes based on the improved version of the model and this is one interesting area to look into for the future. Feedback and continuous improvement of the hospitality educational program should be continuous and an ongoing programme to keep up with the new developments in the hospitality industry. Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 19

References Chang, T.Y., & Hsu, J.M. (2010). Development Framework for Tourism and Hospitality in Higher Vocational Education in Taiwan. Journal of Hospitality, Leisure, Sport and Tourism Education, 9(1). Connolly, P., & McGing, G. (2006). Graduate education and hospitality management in Ireland. International Journal of Contemporary Hospitality Management, 18(1), 50- 59. Dahiya, A., & Duggal, S. (2014). An Analytical Study Of The Websites Of Industry Integrated Hotel Management Institutes In India. Journal of Hospitality Application and Research, 8(2), 54-69. Dhanoa, R. (2014). Status of Tourism and Hospitality Education in India. International Journal in Multidisciplinary and Academic Research, 3(1), 90-94. Goodman, R. J. (1991). The Future of Hospitality Education: Meeting the Industry's needs. The Cornell Hotel and Restaurant Administration Quarterly, 32(2), 66-70. Halsell, S. S. (2006). Emotional Intelligence in the Hospitality Industry: A comparison study. Retrieved from https://www.researchgate.net/publication/267383212 Harris, P. J. (1995). A development strategy for the hospitality operations management curriculum. International Journal of Contemporary Hospitality Management, 29-32. India Brand Equity Foundation (2015). Tourism and Hospitality Industry in India. Retrieved from http://www.ibef.org/industry/tourism-hospitality-india.aspx Jauhari, V. (2006). Competencies for a career in the Hospitality Industry: An Indian Perspective. International Journal of Contemporary Hotel Management, 123- 134. Johanson, L., & Haus, B. Students Preferred Learning Style and The Importance of Curriculum Content: A study of Norwegian Tourism and Hospitality Students. Journal of Hospitality and Tourism Education, 20(2), 24-33. Kim, J. H. (2008). Career expectations and requirements of undergraduate hospitality students and the hospitality industry: An analysis of differences. Retrieved from http://aut.researchgateway.ac.nz/handle/10292/477. Lam, T., & Xiao, H. (2000). Challenges and constraints of hospitality and tourism education in China. International Journal of Contemporary Hospitality Management, 291- 295. Lashley, C. (2007). Discovering Hospitality: Observation from Recent Research. International Journal of Culture, Tourism and Hospitality Research, 214-226. Lashley, C. (1999). On making silk purses: developing reflective practitioners in hospitality management education. International Journal of Contemporary Hospitality Management, 180- 185. Morrision, A., & O'Mahony, G. B. (2003). The Liberation of Hospitality Management Education. International Journal of Contemporary Hospitality Management, 38- 44. Rahman, I. (2010). Students Perceptions of Effectiveness of Hospitality Curricula and Their Preparedness. Retrieved from http://scholarworks.umass.edu/cgi/viewcontent.cgi?article=1604&context=theses. Rimmington, M. (1999). Vocational Education: Challenges for Hospitality Management in the New Millennium. International Journal of Contemporary Hospitality Management, 186- 191. Scotland, M. (2006). Higher Education Program Curricula Models in Tourism and Hospitality Education: A Review of the Literature. Retrieved from http://files.eric.ed.gov/fulltext/ED492761.pdf Wood, D. (2003). Hospitality Management Skills: An Educational and Workplace Comparative Analysis. Retrieved from http://195.130.87.21:8080/dspace/bitstream/123456789/695/1/Hospitality%20Management%20Skills%20An%20Educationa l%20and%20Workplace%20C.pdf Zopiatis, A. & &RQVWDQWL 3   ³$QG QHYHU WKH WZDLQ VKDOO PHHW´ ,QYHVWLJDWLQJ WKH KRVSLWDOLW\ LQGXVWU\Ǧeducation relationship in Cyprus. Education + Training, 49(5), 391-407.

20 Indian Journal of Applied Hospitality & Tourism Research

Water Predicament at Mountain Ecotourism Destination: The Binsar Wildlife Sanctuary Case Priya Bhalla1 & Prodyut Bhattacharya2

Abstract This paper focuses on the inevitable impact of tourism on the natural water resource of the mountain destination situated in the middle Indian Himalayan Region. With the shrinking RI%LQVDU¶VEURDGOHDI oak (Quercus sp.) forest, having pivotal role in water regulation, the Binsar Wildlife Sanctuary was established for its conservation. After sanctuary declaration the nature-based tourism started engulfing the landscape, creating impacts. Therefore, this particular study was taken to examine the surface freshwater natural resource condition in Binsar through review of fresh water direct consumption in tourism from both quantitative and qualitative viewpoints. Water pollution sources were identified and present water quality of natural water sources was assessed. The sampling was done during the 2014 peak tourism season (April to June) and within the four different designated zones of Binsar WLS. A total of 18 water samples from natural water springs (control) and from hotel effluents (impact) were obtained and tested for physicochemical and microbiological analysis. Suitability of water for drinking purpose was also subsequently derived. Physicochemical parameters were determined using field based water testing instrument whereas; the microbiological parameters were tested in laboratory and reported for either presence or absence only. The obtained values were compared with the World Health Organisation water quality standards and interpretations made. Results inGLFDWHWRXULVWDFFRPPRGDWLRQVDVVLJQLILFDQWFRQWULEXWRULQFRQWDPLQDWLQJ%LQVDUV¶QDWXUDO spring water. All control samples showed presence of bacterial contamination, highlighting anthropogenic pressures on this landscape, suggesting it unfit to drink without purification or proper treatment; seldom practiced presently. Responsibility of taking adequate water resource management steps among all concerned stakeholders is required, if (eco) tourism industry has to survive.

Keywords: Drinking Water, Ecotourism, Impact Monitoring, Natural Resource Management, Oak Forest, Tourist Accommodation

Introduction Travel is a key component of tourism and one of its principal sources of environmental impacts (Buckley, 2011). Two aspects of the relation exists between tourism and environment. Firstly, tourism (specifically nature based tourism or ecotourism) depends heavily on an unspoiled natural environment. Secondly, the developmental sprawl of tourism sector is also responsible in rapid degradation of the environment on which the tourism sector itself is heavily dependent upon. For instance, providing amenities of potable water and other infrastructure to tourists often become a cause for environmental degradation. Thus by acting as a double edged sword, opportunities in (eco) tourism, on one side advance our efforts and on the other side, problems with (eco) tourism tend to hinder our work (Lindberg and Hawkins, 1999). Therefore if tourism is to survive, protection of these natural environments becomes a pre-requisite.

Besides having enormous benefits, tourism industry faces far more challenges. Though it contributes to national income of many countries, several critics still consider tourism development as self-destructive in nature, which gradually contributes to environmental destruction. According to Das and Chatterjee (2015), increasing numbers of tourists threaten the quality of life and environment; and concomitant with the rapid development of the tourism industry, there arise environmental problems like increasing noise, declining air

1 Research Scholar, University School of Environment Management, Guru Gobind Singh Indraprastha University, Delhi, India. Email: [email protected] 2 Professor, University School of Environment Management, Guru Gobind Singh Indraprastha University, Delhi, India. Email: [email protected] Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 21

quality, increasing water pollution, and increasing biodiversity loss, draining of wetlands, destruction of coral reefs, etc., that ultimately lead to nature depletion. Tortella and Tirado (2011) further argue that though tourism is one of the main driving forces behind economic growth in several world regions, it can have serious negative environmental impacts, especially with regard to water resources. The world wide fund for nature considers anthropogenic activities like tourism among the major causes of water pollution besides indicating availability of water as a major problem in the hill stations.

From water resource protection perspective, the World Health Organization, WHO (2011) states that monitoring influence of land use on water quality of any region (mountain, coast or desert) forms an integral part of water resource management. That, these land uses subsequently have an impact the freshwater water resources of its region, such as land cover modification; extraction activities; construction/modification of waterways; application of fertilizers, herbicides, pesticides and other chemicals; livestock density and application of manure; road construction, maintenance and use; various forms of recreation; urban or rural residential development, with particular attention to excreta disposal (open defecation), sanitation, landfill and waste disposal; other potentially polluting human activities, such as industry, mining and military sites. Warenken and Buckley (2004), further suggest that human wastes can cause a far greater increase in nutrient concentrations in small alpine ponds or desert waterholes than in higher volume rivers; which makes this ecological parameter (human wastes) a critical indicator for studying tourism impact on a protected area. Additionally, the communities living within or in immediate proximity of such tourism destination become the first to get affected from such impacts. Also as community-managed drinking-water systems in remote mountain destinations lack proper piped water distribution system, health risks become more prevalent. These people mainly dependent on their traditional water collection systems and in absence of alternative water treatment and distribution system rely on direct access to available natural fresh water resources. This suggests that tourism and its associated activities like building of road, hotel and restaurants, if planned without adequate environmental impact assessments, inevitably leads to environmental pollution and risk community health. Thus considering this issue the following paper addresses the water quality assessment in a protected area of Uttarakhand and draws certain implications based on the existing situation.

Binsar Wildlife Sanctuary (BWLS) is an Important Bird Area (IBA) and a popular destination for international (eco) tourists. Panoramic view of snow laden Himalayan Peaks; Oak (Querecus sp.) forests and Rhododendron trees besides trekking, bird watching and home-stays form the main sources of attraction for tourists visiting this sanctuary. The sanctuary remains overcrowded with tourists in spring, summer (April-June) and autumn seasons (October-November) creating a seasonal pressure on its natural resources. Tourism forms a major source of income in Binsar region. The area is inhabited by Kumaoni people belonging to different castes. It is the habitat of near threatened common leopard (Panthera pardus) besides endangered species such as musk deer (Moschus chrysogaster) and Himalayan monal (Lophophorus impejanus). Increasing tourism has brought positive economic changes in the area but simultaneously, has also accelerated environmental degradation like water pollution in and around the area. In 2014, a total of 19,685 tourists visited BWLS of which 19,279 were domestic and 406 foreign.

A large number of tourists produce a series of impacts on environment and society (Ghimire et al. 2013). Unmanaged solid waste, non-point sources of water pollution, hotel effluents and open defecation are the major sources of environmental degradation here. Considering the 22 Indian Journal of Applied Hospitality & Tourism Research

ecological significance of BWLS and current trend of environmental degradation, an analytical study of water quality of natural surface water bodies was conducted. The main objective was to analyze the physiochemical and microbiological characters of the hotel waste water and the nearby surface water bodies in order to determine the present status of water within Binsar and subsequently understand its prospective impacts on local inhabitants, who survival depend on these natural spring water sources. Measures to protect these natural water springs from contamination through hotel effluents and adequate management steps are discussed further. The parameters tested were; temperature, pH, conductivity, total dissolved solids, salinity, dissolved oxygen and Bacteria (presence/absence).

Study Area Setting Binsar Wildlife Sanctuary lies in the Kumaon administrative division of Uttarakhand, India, at an altitude varying between 1500 ± 2500 metres and offers the view of the great Indian Himalayan peaks namely - Nanda Devi, Trishul and Panchachuli, presenting a unique nature H[SHULHQFHWRLWVYLVLWRUV7KHJHRJUDSKLFORFDWLRQRI%LQVDULVƒƍ1±ƒƍ1ODWLWXGHV DQGƒƍ(±ƒƍ (ORQJLWXGHV DQGFRYHUVDQDUHa about 47 km², with a core area of about 4km2 (Figure 1). Mean monthly temperatures range from 2.2° C to 15.5° C during winter and from 17.2° C to 26.6° C during summer. Average rainfall was reported approximately 1,200 mm by Sharma et al. (1999). It was declared as a Reserve Forest in 1880 and was upgraded as Wildlife sanctuary on 25th May 1988. Binsar represents the Himalayan Moist Temperate Forest of India (Champion and Seth, 1968). BWLS is divided into four zones namely core, tourism, buffer and eco-development zone. At present there are six villages within sanctuary, which are not the revenue villages but small hamlets. There are five privately owned estates in Binsar, one forest rest house, an eco-lodge and Kumaon Mandal Vikas Nigam (KMVN-tourist rest house) that offer visitor accommodation.

Throughout the sanctuary, the terrain is hilly and is characterized by deep ravines, crevices and elevated ridges which support different fluvial landforms; of which natural water springs spurting from the metamorphic rocks of Binsar are of critical importance. Nazaruddin et al. (2014) identified some fluvial landforms or geomorphic units as waterfalls, cascades, rapids, runs, and pools and described each as follows. According to them: i) waterfalls are usually caused by the rivers encountering some locally and highly resistant rocks whilst deepening their valleys and are characterised by falling flow over bedrock that have a near-vertical drop greater that 1 m. Waterfalls vary considerably in height, form and volume of water. Some of them are small and narrow waterfall and some others are large, even exceptionally large falls occur in some parts in the mountainous areas. Small waterfalls are found within BWLS; ii) Cascades occur on steep slopes and comprise longitudinally and laterally disorganised bed materials, typically cobbles and boulders. A stair-like morphology may develop in settings where the materials are better organised; iii) Rapids are formed by arrangements of boulders in irregular transverse ribs that partially or fully span the channel in bedrock-confined settings during high energy events. In addition, rapids are also caused in many cases by the recession of the waterfall, whilst others occur where streams are eroding rocks of unequal hardness; iv) Runs (or glides) are generally uniform and relatively featureless bed, comprising bedrock or coarse clasts (cobble or gravel). Runs are typically generated under plane-bed conditions with smooth flow; v) pools are deeper and confined areas with tranquil flow within high energy settings, usually associated with irregular spaced bedrock outcrops and woods. Pools may accumulate finer grained materials and they are flushed and possibly scoured. Water resource network within Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 23

BWLS is characterised by similar features besides having natural water springs (called ³naula´LQORFDOODQJXDJH PDQXDOO\FRQVWUXFWHGZDWHUKROHVIRUZLOGOLIHDQGFHPHQWHGWDQNV for water storage. Majority of hotels pump water directly from nearby water sources through pipelines. Whereas there is limited pipeline network for directing water up to villages within sanctuary and villagers have to collect water directly from the nearby springs manually. Also, the existing water pipelines present within the sanctuary remain prone to damage from wildlife and unpredictable weather. Waste water from households of each village is discarded directly into the surrounding (non-point sources of water pollution). Whereas the hotels discard their waste water into cemented sewage tanks, which through natural filtration process reaches the ground water, without any additional treatment process. Only one hotel (site I9) lying within the eco-development zone consists of a functional waste water treatment plant. Rain water harvesting technique is employed by nearly all accommodation providers within and surrounding BWLS.

Figure 1: Location of water sampling points within Binsar Wildlife Sanctuary

Source: Map prepared by author at IGCMC, WWF-India

There is no major river system flowing through this sanctuary. Two small seasonal rivers flow, touching the BWLS from its North-(DVW ERXQGDU\ ULYHU ³-D\JDQ´  DQG VRXWKHUQ ERXQGDU\ ULYHU³6X\DO´ 7ZRSHUHQQLDOULYHUVQDPHO\³.RVL´DQG³6DUMX´RULJLQDWHDQGDUH the major river systems in Almora and Bageshwar Districts respectively and are fed by the natural water springs of BWLS. These natural water springs get recharged by receding snow and monsoon rains and assist in ground water recharge system of Binsar. The water holding capacity of declining Oak trees within BWLS forms the water lifeline support of villagers living within and around Binsar. The major source of natural spring water pollution is from 24 Indian Journal of Applied Hospitality & Tourism Research

the hotels located at different altitudes within the sanctuary besides non point sources of water pollution via villages and tourists.

Materials and Methods Sample Collection Point water pollution sources (hotels) were identified and present status of water quality of natural water sources was assessed. The sampling was done during the year 2014 in summer peak tourism season (April to June) within four different designated zones of BWLS. A total of 18 water samples, nine from natural water springs (control) and nine from hotel effluents (impact) were collected during morning hours. All nine hotels had access to road whereas the natural spring water sites could be accessed through trekking only. Therefore, the criteria of selection of natural spring water sources was based on vicinity from hotel location, representation from four different zones, type of natural water spring (seasonal/evergreen) and distance from Central Water Laboratory. The samples for biological analysis were collected in 250 ml autoclaved plastic bottles and stored in ice box at 4qC. Geographic location (Latitude, Longitude and Altitude) of all sampling sites were recorded using GPS and sample codes were allotted to each based on the type of water being sampled (Table 1). 1LQHZDVWHZDWHU :: VDPSOHVFROOHFWHGZHUHQXPEHUHGXVLQJSUHIL[³,´DQGRWKHUQLQH natural water source (WS) samples were numbeUHGXVLQJSUHIL[³&´

Field measurements and Lab Analysis Physicochemical parameters (temp, pH, conductivity, salinity, total dissolved solids and dissolved oxygen) were determined on-site using HACH field water testing instrument using three different probes (pH reading probe, D.O. reading probe and temp-cond-salinity-TDS probe). Whereas for microbiological testing of bacteria (Coli forms and E.Coli) the presence absence tests (WHO 2011) were performed. The samples were brought to the Central Water laboratory of G.B Pant Institute of Himalayan Ecology and Development, Kosi-Katarmal, Almora the same day of sampling and treated immediately under sterile conditions.

Analytical Procedure Physicochemical analysis was done in the field itself. Three samples from each site were tested and readings recorded. Average reading was reported for each site. Microbiological analysis was done by the Central Water Laboratory at G.B.P.I.E.D. The obtained values were compared with the Indian Standard Specifications (IS: 10500) and WHO water quality standards and interpretations made.

Table 1: Description of sampling sites in Binsar Wildlife Sanctuary Sample Zone Geographic Location No. Code Type1 Altitude (m) Latitude Longitude (WS/WW) S 1 C1 WS EDZ* 1518 N29° 42' 15.2" E79° 43' 30.0" S 2 C2 WS Buffer 1733 N29° 41' 44.9" E79° 43' 36.6" S 3 C3 WS Tourism 2244 N29° 42' 35.2" E79° 44' 50.9" S 4 C4 WS Core-P** 2185 N29° 42' 00.6" E79° 44' 59.1" S 5 C5 WS Tourism 2212 N29° 41' 50.4" E79° 45' 22.2" S 6 C6 WS EDZ 1449 N29° 39' 39.1" E79° 46' 38.1" S 7 C7 WS Tourism 2037 N29° 41' 38.5" E79° 46' 00.2" S 8 C8 WS Core-P 1523 N29° 42' 47.6" E79° 46' 05.3" S 9 C9 WS Buffer 1562 N29° 43' 36.8" E79° 45' 52.4" S 10 I 1 WW Buffer 1942 N29° 40' 43.5" E79° 43' 11.9" S 11 I 2 WW Tourism 2249 N29° 41' 44.5" E79° 44' 51.2"

26 Indian Journal of Applied Hospitality & Tourism Research

The quantity of total dissolved solids (TDS) for natural spring water was found between 13.1 to 29.2 mg/L and for hotel waste water was found between 28.8 to 323 mg/L. A significant difference (Figure 2b) between the values of hotel effluents and receiving surface water sources highlights the need for adopting water treatment facilities and periodic monitoring of natural water sources before drinking. In support Rao et al. (2011) states that high values of TDS in ground water are generally not harmful to human beings but high concentration of these may affect persons who are suffering from kidney and heart diseases. Further a high content of dissolved solids elevates the density of water, influences osmo-regulation of fresh water organisms, reduces solubility of gases (like oxygen) and reduces utility of water for drinking and irrigation. Also, continuous consumption of water with high TDS content can cause gastro-intestinal irritation. It also causes undesirable taste and corrosion.

Figure 2: Comparative average values for water source and waste water samples 8.5 350 300 8 250 7.5 200 S/cm) S/cm) P P 150 282.9 7 ( 7.7 100 6.5 7.1 50

Average Conductivity Average Conductivity 51.4

Average pH value 0 6 Water Waste waters Water sources Waste waters sources Sampling sites Sampling sites

2(a) pH 2(c) Conductivity 160 14 140 12 120 10 100 80 8 60 136.6 6 11.8 40 4 7.3 20 24.1 2

Average TDS (mg/L) 0 Average D.O. (mg/L) 0 Water sources Waste waters Water sources Waste waters Sampling sites Sampling sites

2(b) TDS 2(d) D.O.

The conductivity value for natural water springs varied between 28.4 ± 61.8 PS/cm (Table 2) and that for hotel waste water varied between 61.3 ± 663 PS/cm (Figure 2c). Electrical conductivity of water is a direct function of its total dissolved salts and therefore an index to represent the total concentration of soluble salts in water (Harilal, 2004). Waste water from all hotels except at I4 site reported to have high conductivity that subsequently represents high amount of total dissolved salts in it. The highest conductivity was found in the effluent of I7 site (663PS/cm) that lay in the eco-development zone, whereas the least conductivity recorded was at site I4 (61.3 PS/cm) situated in core-periphery zone of BWLS. Rao et al. (2011) reported a conductivity range of 992 - 2492 PS/cm in ground water samples of Tirupati region of Andhra Pradesh which is surrounded by various industries (Pharmaceutical, plastic, cement, battery, beverage etc). It highlights that though such industries are not present in the mountain regions of Indian Himalayan range, yet hotel Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 27

industry forms a significant contributor to water pollution, owing to the conductivity range observed. Conductivity value of all fresh water sources were observed to be less than the desirable limit suggesting that these are still unpolluted and are drinkable. But due to the pressure from increasing number of tourists and the hotel industry, the quality of fresh water natural springs of Binsar is being affected adversely.

The dissolved oxygen content of water is influenced by the source, raw water temperature, treatment and chemical or biological processes taking place within distribution system (WHO, 2011). The dissolved oxygen content of all nine sampled natural water sources varied between 7.5 ± 14.8 mg/L whereas that of hotel effluents varied between 1.9 ± 13.3 mg/L. The results indicate a significant difference between the dissolved oxygen content of hotel effluents and nearby receiving fresh water resources (Figure 2d). Besides this significant difference the water from natural springs is fit for drinking and domestic purpose. D.O. for all 18 samples were in accordance to Kumar and Puri (2012) according to whom the environmental impact of total dissolved solids gas concentration in water should not exceed 110% (above 13-14 mg/l). Also, according to Rao et al. (2011) high amount of D.O. imparts good taste to water, due to which the villagers living within and around BWLS consider it ³JRRGTXDOLW\ZDWHU´

Though all the sampled natural water springs repoUWHGWRKDYHD'2•PJ/LPSDUWLQJLWD good taste, and were within the prescribed pH range of 6.5-8.5, the conductivity and TDS levels existed below the IS:10500 and WHO desirable limits.

Microbiological Parameters (Bacteria, Coli forms and E. Coli) In order to determine bacteriological contamination in the obtained water samples the application of indicator organisms like total coli forms and E.Coli was employed. Total coli form bacteria (excluding E. coli) occur in both sewage and natural waters. Some of these bacteria are excreted in the faeces of humans and animals, but many coli forms are heterotrophic and able to multiply in water and soil environments. Total coli forms include organisms that can survive and grow in water. Hence, they are not useful as an indicator of faecal pathogens, but they can be used to assess the cleanliness and integrity of distribution systems and the potential presence of bio-¿lms. Whereas Escherichia coli is present in very high numbers in human and animal faeces and is rarely found in the absence of faecal pollution and thus is considered the most suitable indicator of faecal contamination. E. coli occurs in high numbers in human and animal faeces, sewage and water subject to recent faecal pollution. Water temperatures and nutrient conditions present in drinking-water distribution systems are highly unlikely to support the growth of these organisms.

Table 3: Microbiological parameters reporting presence (+) or absence (-) of bacteria for water source and waste water samples Parameter Samples Natural Water Source Waste Water C1 C2 C3 C4 C5 C6 C7 C8 C9 I1 I2 I3 I4 I5 I6 I7 I8 I9 Bacteria + + + + + + + + + + + + + + + + + + Coli form + + + + + + + + + + + + + + + + + + E.Coli ------+ - - - - - + - -

Total coli form bacteria were identified and reported in all the collected 18 samples (Table 3), be it the waste water from hotels or the natural water springs. According to WHO (2011) total coli forms should be absent immediately after disinfection, and the presence of these 28 Indian Journal of Applied Hospitality & Tourism Research

organisms indicates inadequate treatment. The presence of total coli forms in distribution systems and stored water supplies can reveal re-growth and possible bio-¿lm formation or contamination through ingress of foreign material, including soil or plants. Whereas waste ZDWHUVDPSOHVFROOHFWHGIURPVLWHV³,´ EXIIHU]RQH DQG³,´ WRXULVP]RQH ZHUHUHSRUWHG with E. coli presence. According to WHO (2011) the presence of E. coli (or, alternatively, thermo tolerant coli forms) provides evidence of recent faecal contamination. Also, close proximity of natural water springs to hotels within BWLS pose a serious threat to these freshwater resources of Binsar. Contaminated water further enhances the risk of human health issues. Quite similar to our results, Frimpong et al. (2015) reported the presence of total coli forms and E. coli in all water samples collected from Ke-Nya stream of Ghana, Africa, besides which the villagers are inhabited and whose traditional sources of drinking water is directly from the stream. Also, villagers living within and near to BWLS rely on its natural water springs for their survival. They have direct access to the spring water and use it without any treatment.

Securing the microbial safety of drinking-water supplies is based on the use of multiple barriers, from catchment to consumer, to prevent the contamination of drinking water or to reduce contamination to levels not injurious to health. Safety is increased if multiple barriers are in place, including protection of water resources, proper selection and operation of a series of treatment steps and management of distribution systems (piped or otherwise) to maintain and protect treated water quality. The preferred strategy is a management approach that places the primary emphasis on preventing or reducing the entry of pathogens into water sources and reducing reliance on treatment processes for removal of pathogens.

Prevention of microbial and chemical contamination of source water is the first barrier against drinking water contamination of public health concern. Water resource management and potentially polluting human activity in the catchment will influence water quality downstream and in aquifers. This will further have an impact on the treatment steps required to ensure safe water, and preventive action may be preferable to upgrading treatment. The influence of land use on water quality therefore should be assessed as part of water resource management. This assessment requires involvement and participation of all concerned VWDNHKROGHUV IURP GLIIHUHQW VHFWRUV WKDW LV SXEOLF SULYDWH FRPPXQLW\ 1*2¶V DQG YLVLWRUV themselves. Water resource management may be the responsibility of catchment management agencies and/or other entities controlling or affecting water resources, such as industrial, agricultural, navigation and flood control entities. The extent to which the responsibilities of health or drinking-water supply agencies include water resource management varies greatly between countries and communities.

Conclusion Overall results indicate that tourist accommodations are acting as a significant contributor in FRQWDPLQDWLQJ%LQVDUV¶QDWXUDOVSULQJZDWHU$VDOOIUHVKZDWHUVDPSOHVVKRZHGSUHVHQFHRI bacterial contamination, it highlights anthropogenic pressures on this landscape, suggesting %LQVDU¶VQDWXUDOZDWHUVSULQJVZDWHUXQILWWRGULQNZLWKRXWSXULILFDWLRQRUSURSHUWUHDWPHQW Though the physicochemical readings for all water sources were below the desirable limits; characteristics like odourless, transparent nature of water besides high amount of D.O. tends to impart good taste to water, due to which the villagers are unable to render it as unfit for drinking and continue drinking it directly without any proper treatment. Therefore, particular attention should be directed to a water safety framework and implementing comprehensive water safety plans to consistently ensure drinking water safety and thereby protect public Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 29

health. Failure to which may expose the community to the risk of outbreaks of intestinal and other infectious diseases.

Recommendations In order to prevent Binsar from becoming fresh water scarce destination the analysis emphasizes the importance for engagement in proactive water management by accommodation providers. Periodic monitoring of waterholes constructed for wildlife forms another concern. Alternative sources of water supplies by the municipal assembly, NGOs and other philanthropies for villagers whose traditional sources of drinking water is directly from natural water springs will be beneficial in reducing the health implications associated with this pollution.

Regardless of government structures and sector responsibilities, it is important that health authorities liaise and collaborate with sectors managing the water resource and regulating land use in the catchment. Establishing close collaboration between the public health authority, water supplier and resource management agency assists recognition of the health hazards potentially occurring in the system. It is also important for ensuring that the protection of drinking-water resources is considered in decisions for land use or regulations to control contamination of water resources. Depending on the setting, this may include involvement of other tourism benefit sharing sectors, such as tour operators, transportation providers etc. Further, in order to ensure the adequate protection of drinking-water sources, national authorities should interact with other sectors in formulating national policy for integrated water resource management. Regional and local structures for implementing the policy need to be set up, and national authorities should guide regional and local authorities by providing tools. Thus, regional environmental or public health authorities have an important task in participating in the preparation of integrated water resource management plans to ensure the best available drinking-water source quality.

Further, effective and sustainable programmes for the management of community drinking- water quality require active support and involvement of local communities. These communities should be involved at all stages of such programmes, including initial surveys; decisions on location of hotels or establishing protection zones; monitoring and surveillance of drinking-water supplies; reporting faults, carrying out maintenance and taking remedial action; and supportive actions, including sanitation and hygiene practices. Setting up hygiene and health educational programmes is required to ensure that the community: i) is aware of the importance of drinking-water quality and its relationship with health and of the need for safe drinking-water in sufficient quantities for domestic use for drinking, cooking and hygiene; ii) recognizes the importance of surveillance and the need for a community response; iii) understands and is prepared to play its role in the surveillance process; iv) has the necessary skills to perform that role; and v) is aware of requirements for the protection of drinking-water supplies from pollution.

Sound environmental management and periodic monitoring of tourism destinations and especially hotels (water and energy saving measures, waste minimisation, use of environmentally friendly material, etc.) can assist in decreasing the environmental impact of tourism in ecologically sensitive protected areas.

30 Indian Journal of Applied Hospitality & Tourism Research

Acknowledgement The researcher duly acknowledges the financial assistance provided by the parent university and the dean, USEM followed by the logistic and field support provided by the Regional Forest Department of Uttarakhand (Almora); the analytical support provided by the Central Water Laboratory at G.B.P.I.H.E.D and the GIS guidance provided at Indira Gandhi Conservation and Monitoring Centre (IGCMC) of WWF-India.

References Buckley, R.C. (2011). Tourism and Environment. Annual Review of Environment and Resources. Vol. 36: 397-416. Champion, H.G. and Seth, S.K. (1968). A Revised Survey of the Forest Types of India, Government of India, New Delhi. http://www.kalpavriksh.org/images/Biodiversity/Bio_NBSAP/Annexures/annex%2006.pdf Das, M., and Chatterjee, B. (2015). Ecotourism: A panacea or a predicament? Tourism Management Perspectives. Vol. 14: 3-16. Frimpong, J. O., Amoako, E. E. and Nkoom, M. (2015). Assessment Of The Physicochemical And Microbial Quality Of Water In Ke-Nya Stream At Babato-Kuma Community In The Kintampo North Municipal Assembly Of Brong Ahafo Region Of Ghana. International Journal of Scientific & Technology Research. Vol. 4(6): 405-411. Ghimire, N.P., Jha, P.K. and Caravello, G. (2013). Water Quality of High-Altitude Lakes in the Sagarmatha (Everest) National Park, Nepal. Journal of Environmental Protection. Vol. 4: 22-28. Ghimire, N.P., Shrestha, B.B., Jha, P.K. and Caravello, G. (2014). Metals Assessments in the Water Bodies of Sagarmatha National Park and Buffer Zone, Nepal. Journal of Water Resource and Protection. Vol. 6: 68-74. Harilal, C. C., Hashim, A., Arun, P. R. and Baji, S. (2004). Hydrogeochemistry of two rivers of Kerala with special reference to drinking water quality. Ecology, Environment and Conservation. Vol. 10(2):187±192, 2004. Kumar, M. and Puri, A. (2012).A review of permissible limits of drinking water. Indian Journal Occup Environ Med. Vol.16 (1): 40±44. Lindberg, K., and Hawkins, D.E. (1999). Ecotourism - a guide for planners and managers. Volume 1.The Ecotourism Society. Natraj publishers, Dehradun. Narasimha Rao, C., Dorairaju, S. V., Bujagendra Raju, M. and Chalapathi, P. V. (2011). Statistical Analysis of Drinking Water Quality and its Impact on Human Health in Chandragiri, near Tirupati, India. Nazaruddin, D.A., Md. Fadilah, N.S., Zulkarnain, Z., Sharifah Aisyah Syed Omar, S.A.S. and Mohd Ibrahim, M.K. (2014). Geological Studies to Support the Tourism Site: A Case Study in the Rafflesia Trail, Near Kampung Jedip, Lojing Highlands, Kelantan, Malaysia. International Journal of Geosciences. Vol. 5: 835-851. Sharma, S., Rikhari, H. C. and Dhar, U. (1999). Designing of nature reserve to conserve: a case study from Central Himalaya. Oecologia Montana. Vol. 8: 38±46. Tortella, B.D. and Tiradob, D. (2011). Hotel water consumption at a seasonal mass tourist destination. The case of the island of Mallorca. Journal of Environmental Management. Vol. 92: 2568-2579. WHO (2011). Guidelines for drinking-water quality - Fourth Ed.

Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 31

Effects of Terrorism on Tourism Industry: A Case Study of Jaipur Kumar Ashutosh1

Abstract Tourism can be defined as the science, art and business of attracting visitors, transporting them, accommodating them and courteously catering to their needs and wants. Tourism business is facing some changes these days. Mass tourism, for example, even if it keeps attracting a great amount of people and generating important revenues, is not the most attractive kind of tourism anymore. Factors such as decrease of working time, urbanization and development of communication means give the opportunity for other kinds of tourism to develop. People coming from the cities want to escape from their stressing daily life and to enjoy during their holidays a peaceful, safe and good quality environment. Travel and tourism have been important social activity of human beings from time LPPHPRULDO7KHXUJHWRH[SORUHQHZSODFHVZLWKLQRQH¶VRZQFRXQWU\RURXWVLGHDQGVHHNDFKDQJH of environment & experience has been H[SHULHQFHGIURPDQFLHQWWLPHV7RXULVPLVRQHRIWKHZRUOG¶V most rapidly growing industries. Much of its growth is due to higher disposable incomes, increased leisure time and falling costs of travel. As airports become more enjoyable places to pass through, as travel agency services become increasingly automated, and as tourists find it easier to get information on places they want to visit, tourism grows. The internet has fuelled the growth of the travel industry by providing on line booking facilities.

It is also crucial for people to travel to safe places before finalizing travel plans. With massive information resources, the internet allows tourists to analyze hotels, check weather forecasts, read up on local food and even talk to other tourists around the world about their travel experiences for a FKRVHQGHVWLQDWLRQDQGDOVRWKHVDIHW\VWDQGDUGVRIGHVWLQDWLRQ7RXULVPLVRQHRIWKHZRUOG¶VPRVW rapidly growing industries. Much of its growth is due to higher disposable incomes, increased leisure time and falling costs of travel. There is no doubt that security has increasingly become a larger part RI HYHU\RQH¶V OLIH %XVLQHVV DQG OHLVXUH WUDYHOHUV DOLNH HPSKDVL]H RQ VHFXULW\ DQG VDIHW\ RI WKH environment. The incidence of violence or terrorism adversely affects the tourism and incidence of bomb blasts in Jaipur had serious consequences on tourism in Jaipur. This paper will discuss the after scenario of the lethal blast took place in year 2008 and its subsequent impact on ever green tourism industry of Jaipur city. The paper will also examine the opinion of tour operators, tourists, hoteliers and other stake holders of tourism.

Keywords: Tourism, Tourist experience, Terrorism, Jaipur

Introduction Tourism and terrorism cannot go together. Any terrorist activity is highly counterproductive for the development of tourism. It has been observed that terrorism activity creates a very negative image of the place and result in sharp decline of the tourist activity. Most of the leading destinations are peaceful and seldom experience any terrorism activities. However, some recent attacks in France have created doubt over the safety and security of tourists even DWZRUOG¶VQR. 1 tourist spot.

Incidents like 9/11 of U.S.A., 26/11 of Mumbai & 13th May, 2008 of Jaipur have seriously dented the image of entire nation and created a question mark over safety and security of tourists. Terrorists look for some popular destinations in order to create havoc in the mind of local residents, visitors and traders. Their main aim is to create a sensation and further to VSRLOWKHLPDJHRIDQDWLRQ,W¶VTXLWHXQGHUVWDQGDEOHWKDWQRERG\ZRXOGOLNHWRWUDYHOVXFK places by keeping their life at risk. Peaceful destinations are the top priority of the tourists DQGLW¶VSHUKDSVRQHRIWhe regions that why many tourists go to the European and American

1 HOD, Department of Tourism, College of Vocational Studies, University of Delhi, New Delhi, India. Email: [email protected] 32 Indian Journal of Applied Hospitality & Tourism Research

countries for their holidays. India is one of the worst affected countries due to terrorism. The terrorism activities in the last eight years in India displayed as under ± Table ±1: List of terrorist incidents in India Date of incident Place of incident State July 11, 2006 Mumbai train bombings: Series of 7 train Mumbai bombing during the evening rush hour in Mumbai September 8, 2006 Malegaon bombings: Series of bomb blasts in the Maharashtra vicinity of a mosque in Malegaon, Maharashtra February 18, 2007 Samjhauta Express bombings Haryana May 18, 2007 Mecca Masjid bombing: At least 13 people were Hyderabad killed, including 4 killed by the Indian police in the rioting that followed, in the bombing at Mecca Masjid, Hyderabad that took place during the Friday prayers August 25, 2007 Hyderabad bombings- Two blasts in Hyderabad's Hyderabad Lumbini park and Gokul Chat. October 11, 2007 One blast at a shrine of a Sufi Muslim saint in the Rajasthan town of Ajmer October 14, 2007 One blast in a movie theater in the town of Ludhiana Ludhiana on the Muslim holy day of Eid ul-Fitr November 24, 2007 A series of near-simultaneous explosions at Uttar Pradesh courthouse complexes in the cities of Lucknow, Varanasi, and Faizabad January 1, 2008 Terror attack on CRPF camp in Rampur, Uttar Uttar Pradesh Pradesh by Lashkar-e-Taiba, May 13, 2008 Jaipur bombings: 9 serial blasts along 6 areas Jaipur in Jaipur July 25, 2008 Bangalore serial blasts: 8 low intensity bomb Bangalore blasts in Bangalore July 26, 2008 Ahmedabad blasts: 17 serial bomb blasts Gujarat in Ahmedabad September 13, 2008 Delhi bombings: 5 bomb blasts in Delhi markets Delhi September 27, 2008 Delhi blast: Bombings at Mehrauli area, 2 bomb Delhi blasts in Delhi flower market September 29, 2008 Western India bombings: 10 killed and 80 injured Maharashtra in bombings in Maharashtra including Malegaon and Gujarat bomb blasts October 1, 2008 Agartala bombings Agartala October 21, 2008 Imphal bombing Imphal October 30, 2008 Assam bombings Assam November 26, 2008 Mumbai attacks on Taj Hotel and other areas Mumbai January 1, 2009 Guwahati bombings Assam April 6, 2009 Assam bombings Assam February 13, 2010 Pune bombing Pune December 7, 2010 Varanasi bombing Varanasi July 13, 2011 Mumbai bombings Mumbai September 7, 2011 Delhi bombing Delhi February 13, 2012 Attacks on Israeli diplomats Delhi August 1, 2012 Pune bombings Pune February 21, 2013 Hyderabad blasts Hyderabad March 13, 2013 Srinagar attack Jammu & Kashmir April 17, 2013 Bangalore blast Bengaluru Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 33

May 25, 2013 Naxal attack in Darbha valley Chhattisgarh June 24, 2013 Srinagar attack Jammu & Kashmir July 7, 2013 Maoist attack in Dumka Chhattisgarh Bodh Gaya bombings Bihar October 27, 2013 Patna bombings Bihar April 25, 2014 Blast in Jharkhand Jharkhand April 28, 2014 Blast in Budgam District Jammu & Kashmir May 1, 2014 Chennai train bombing Tamil Nadu May 12, 2014 Maoist blast in Gadchiroli District Jharkhand December 28,2014 Bomb blast at Church Street, Bangalore Bengaluru Source: Institute of Conflict Management, (2015)

The above data shows that terrorism has created problem in the country and as a result of this tourism has suffered like anything. It is quite understandable that terrorism plays a negative role in the development of tourism. The Author has tried to analyze in this paper the various HIIHFWVRIWHUURULVPRQ-DLSXUWRXULVPLQGXVWU\DQGKRZWRSURWHFWWRXULVWVDQGGHVWLQDWLRQ¶V image afterwards.

Tourism in Rajasthan State Rajasthan has emerged as one of the popular tourist destinations in India for both domestic and foreign tourists. As per the Department of Tourism, Govt. of Rajasthan, the number of tourist arrivals in the state has increased gradually in the last thirty years and in year 2014 the state received 3,30,76,491 Domestic and 15,25,574 foreign tourists (Department of Tourism, Rajasthan, 2014-15). Four decades ago tourism in Rajasthan was small industry that was largely confined to the elite foreign tourists and domestic pilgrim traffic. Tourist arrivals were restricted to a few thousand tourists annually and were primarily recorded in select places such as Jaipur, the state capital, Udaipur and Jodhpur (for foreign tourists) and the pilgrim centers of Ajmer, Pushkar and Nathdwara (for domestic tourists). The employment in the VHFWRUDQGWKHVHFWRU¶V FRQWULEXWLRQ WR WKHVWDWHHFRQRP\DV ZHOO DV HPSOoyment potential were limited. (Ferguson, A.F. & Co., 2001)

Table 2: Tourist arrival in Rajasthan State S. No. Year Domestic International Total %change Domestic International Total 1 2005 18787298 1131164 19918462 17.17 16.40 17.13 2 2006 23483287 1220164 24703451 25.00 7.87 24.02 3 2007 25920529 1401042 27321571 10.38 14.82 10.60 4 2008 28358918 1477646 29836564 9.41 5.47 9.21 5 2009 25558691 1073414 26632105 -9.87 -27.36 -10.74 6 2010 25543877 1278523 26822400 -0.06 19.11 0.71 7 2011 27137323 1351974 28489297 6.24 5.74 6.21 8 2012 28611831 1451370 30063201 5.43 7.35 5.52 9 2013 30298150 1437162 31735312 5.89 -0.98 5.56 10 2014 33076491 1525574 34602065 9.17 6.15 9.03 Source: Department of Tourism, Rajasthan, (2014-15)

Major tourist destinations of Rajasthan: x -DLSXULVDSDUWRIWKHSRSXODUµ*ROGHQWULDQJOH´YHU\SRSXODUDPRQJIRUHLJQWRXULVWV x -RGKSXU%LNDQHUDQG-DLVDOPHUDUHDOVRWKHSRSXODUµ'HVHUW&LUFXLW¶RI5DMDVWKDQ x Udaipur is the entry point into South Rajasthan in the Mewar region of the state. 34 Indian Journal of Applied Hospitality & Tourism Research

x Mount Abu, the only hill station in Rajasthan, is largely an impartial tourist destination for domestic and international tourists.

About Jaipur Jaipur, the attractive capital of the amazing state of Rajasthan, is one of the well-planned cities of its time. Jaipur was established by the then Maharaja, Sawai Jai Singh in the year 1727. The stylish structural design of the city that runs across in pink colour has earned Jaipur the title of "The Pink City". Jaipur is mostly known for its musicians, artisans and craftsmen. Today, it is known for its fine jewellery, diverse textiles and lavish cuisines. There are countless legend and stories of culture, traditions, practices and bravery of Jaipur. This land is rich in cultural heritage and a royal treat for tourists all over the world. Some of the most visited tourist destinations include:- x Amber Fort, the earliest capital of Jaipur state x City Palace, the residence of erstwhile Maharaja of Jaipur x Hawa Mahal, the palace of winds x Nahargarh Fort, the hunting residence of erstwhile Maharajas x Jaigarh Fort, the artillery storehouse of Rajput Rulers x Jantar Mantar, the largest observatory

Along with these fascinating places, Jaipur is also famous for shopping. The famous handicrafts, silver & gold jewellery, precious and semi-precious stones, beads and jewellery, blue pottery products, carpets and textiles are the most ethnic items which attracts the tourists. Jaipur is very close to Delhi, the national capital of India and is well connected to other parts of the country through air, rail and road. Jaipur is one of the fastest growing cities of India with productive investment opportunities like Mahindra World City, World Trade Park, RIICO Industrial areas etc. (Source- Jaipur Development Authority, 2015)

Literature Review The element of risk as a component of tourist decisions has received limited attention (Sonmez & Graefe 1998). Potential tourists are often exposed to media coverage of international political violence. The volatile relationship between tourism and terrorism is magnified by the media in a manner to actual probability of being targeted by terrorists. To date, there has been no theory of terrorism and of course its complicity with the media and tourism (Korstanje, 2010; Korstanje & Clayton, 2012; Korstanje & Skoll, 2012; 2013). As a result, perceived risk may overshadow reality in forming attitudes toward destinations. Travel risk should be studied in terms of real and perceived risk. Risks associated with travel are often related to health concerns, terrorism, crime, or natural disasters at tourist destinations (Dominguez, Burguette & Bernard, 2003; Kuto & Groves, 2004).

Korstanje has written extensively about the sociology of dangers, threats and risks (Korstanje, 2011; Korstanje & Tarlow, 2012), noting that have long asked the question: how do we define the notion of threat and what determines that something (or someone) is a risk? Defining threats and risk is not a simple matter. Authors have long sought to define the concept and to determine when and how a risk becomes a threat. To further complicate the issue, Korstanje evidences that threats carry risk and risks may produce threats. Thus, there is a symbiotic interaction between risk and threat. Furthermore, there is no agreement on what conditions produce a risk. With the advent of the Internet, our highly complex world composed of real, partial and false information both the scholar and the tourists are seldom. Enders and Sandler (2002) define terrorism as:- Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 35

³7KHSUHPHGLWDWHGXVHRUWKUHDWRIXVHRIH[WUD-normal violence or brutality by sub national groups to obtain a political, religious or ideological objective through intimidation of a huge audience, usually not directly involved with the policy making that the terrorists seek to LQIOXHQFH´ Objectives The objectives of this paper are as under- 1. To study the impact of terrorism on Jaipur tourism. 2. To find out the solutions of this problem with the help of various stakeholders and tourists. 3. To suggest the strategies to counter terrorism activities on tourist spots.

Research Methodology The study is empirical in nature that includes visiting terrorism affected places and various stakeholders. The data is collected through a questionnaire from tourists with the aim of getting their feedback regarding terrorism and its impact on Jaipur tourism. Stakeholders are also consulted to understand that how such activity can be countered to provide maximum security to the tourists.

Survey Instrument The survey is basically conducted through a structured questionnaire as described under:- The first unit covers the demographic profile of the tourist mentioning their personal profile, education and behavioral profile. In the second part the questions are designed to know their opinion on 5 point Likert VFDOHWRUDWHWKHLURSLQLRQZLWKDVVLJQHGYDOXHV³EHLQJQRWDWDOO LPSRUWDQWDQGEHLQJYHU\PXFKLPSRUWDQW´$VHSDUDWHTXHVWLRQQDLUHwas designed for the stakeholders and their response were measured in the 5 point Likert scale and their response ZDVQRWHGZLWKYDOXH³EHLQJVWURQJO\DJUHHDQGEHLQJVWURQJO\GLVDJUHH´

Research Outcomes Out of 414 responses the information provided by 300 tourists and 80 stakeholders were used to understand the impact of terrorism on Jaipur tourism; the opinions were sought on five main statements given below:

Table 3: Questionnaire for tourists S. No. Questions Mean S.D. 1 Jaipur needs more safety at the tourist places 3.80 0.89 2 Body scanner and metal detectors are 3.97 0.77 important at all the tourist places 3 Deployment of Anti terrorist squad is needed at 2.74 0.24 the tourist spots 4 Private body guards may be provided to the 2.26 0.24 tourist groups 5 Personal security check of all the visitors are 3.25 0.34 required Total 3.20 0.08

The foreign tourists were consulted during October 2014 to March 2015. They were given a questionnaire and a few of them were interviewed in order to understand their views after that gory incident. It was observed that most of them were unsatisfied over the safety and security of the tourists and felt that Jaipur needs more safety and security at the tourist places. Only a little bit 10% were happy with the present security system, they also felt that security instruments like- body scanner and metal detector is a must at all the tourist spots and hotels. 36 Indian Journal of Applied Hospitality & Tourism Research

This could be an added advantage for the tourists. However, they felt that all the star categories hotel and prominent tourist spots already have got this facility but smaller hotels and lesser known places are still lacking. Nearly 50% of the tourists were of the opinion that there is no need to depute anti-terrorist squad at the tourist spots as the state police is quite vigilant now and can counter such attacks. 25% of the respondents were undecided over the deployment of anti terrorist squad at the tourist places. They were also given an option to escort them and their groups by private body guards (bouncers). Interestingly, 70% of the tourists rejected this concept and only 15% showed some interest for this concept.

,Q-DLSXUDQGHYHQDWWKHRWKHUWRXULVW¶VVSRWVYLVLWRUVDUHVXEMHFWWRDSHUVRQDOVHFXULW\FKHFN and this sometimes take a little more time than the actual time. Nearly 50% of the UHVSRQGHQWVZHUHDJUHHGWRJRWKURXJKWKHSHUVRQDOVHFXULW\FKHFNDQGZRQ¶WPLQGWKHGHOD\ faced at the entrance gate, however 30% of them were a bit concerned about the personal VHFXULW\ FKHFN DV LW¶V YHU\ PXFK WLPH WDNLQJ DQG LUULtating process. Ultimately it was observed that safety and security of the tourists is still a concern and some more safety efforts need to be taken on this front.

Table 4: Questionnaire for stake holders S. No. Questions Mean S.D. 1 Terrorist activity has destroyed the image of 2.74 0.08 Jaipur 2 It happened just once, so there is no impact 2.79 0.09 on image of Jaipur 3 7RXULVW¶VVHFXULW\QHHGWREHEHHIHGXSLQ 3.79 0.22 Jaipur 4 7RXULVW¶VVHFXULW\LVQRWDWDOODFRQFHUQLQ 2.65 0.11 Jaipur 5 There is no impact of terrorism activity on 1.85 0.06 foreign tourist arrival Total 2.76 .31

To understand the views of stakeholders a survey was conducted and tour operators, hoteliers, government officials and tourist guides were consulted to analyze the impact of terrorism on tourism in Jaipur. Nevertheless, outcome of research is very interesting, half of them were of the opinion those 7 years old attack on Jaipur has not dented its image and most of the people have forgotten this, but about half of them are still looking very concerned about that incident. They further said that it is not a usual activity that happens in Jaipur and was a very rare case of terrorist activity. It has happened just once in the last 5 decades. They also said that not only Jaipur but other places in and outside India have witnessed such incidents, so the attack on Jaipur can be treated as an exceptional incident. Further, most of them were agreed that terrorism has huge impact on foreign tourist arrival because it creates a QHJDWLYHLPDJHRIWKHQDWLRQDQGIHDULQWRWKHWRXULVW¶VPLQG7KH\VDLGWKDWDVSHUWKHGDWDRI Department of Tourism, Govt. of Rajasthan the tourist arrival in Jaipur and Rajasthan went down in the next year (2009 onwards) after this incident and there was a drastic slump in the international tourist arrival by more than 10% and the trends continued till 2013. It was only in year 2014 when foreign tourist arrival crossed the number of 2008, which means terrorism is a bane for tourism. It is a curse for the society and extremely dangerous for the tourism industry.

Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 37

Terrorism and its effect on Tourism 7KH866WDWH'HSDUWPHQWGHILQHVWHUURULVPDV³3UHPHGLWDWHGSROLWLFDOO\PRWLYDWHGYLROHQFH perpetuated against non-combatants targets by sub-national groups or clandestine agents, XVXDOO\LQWHQGHGWRLQIOXHQFHDQDXGLHQFH´. (Asian Age, 2015)

The importance of modernization and globalization in contributing to terrorism has been demonstrated by the fact that any symbol of modernization becomes a legitimate target of attack such as the World Trade Center (Twin Tower), New York (World Tourism Organization, 2001).

As far as India is concerned it is also sufferer of terrorism, it includes violent behavior that causes death, injury or property damage, induces fear, and is targeted against any group of people identified by their political, philosophical, ideological, racial, ethnic & religious or any other nature.

Few states of India are also affected by terrorism; first time in the history, terrorists had targeted Jaipur the tenth largest city and one of its most popular tourist destinations for national and international tourists. The bombs were planned near historic monuments at one of the busiest time of the day on dated 13th May 2008. Nine bombs at seven locations exploded within fifteen minutes (Rediff.com, 2008). Due to this incident tourism industry got badly affected resulting in reduction of foreign tourists; many tourism industry workers had to loose their jobs due to this attack. Hotels rooms went vacant and all the tours which were booked for the season received cancellation massages from their clients. The next year (2009) was the worst tourism season in the history of Jaipur with reference to tourism industry. It continued till 2013 and the industry got balanced just now in 2014. The graphical representation of the incident is given below:

Figure 1: Tourist Arrival in Rajasthan (Domestic tourists) Tourist arrival in Rajasthan state

35000000 30000000 25000000 20000000 15000000 10000000 5000000 domestc tourists domestc 0 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 ye ars

Source: Department of Tourism, Rajasthan, (2014-15)

40 Indian Journal of Applied Hospitality & Tourism Research

completely dependent on tourism can reach the point of collapse because of the effect of terrorism to the tourism industry, as was evident after the Taj hotel attack in Mumbai and Jaipur bomb blast.

³(YHU\FULVLVLVDQRSSRUWXQLW\´)ROORZLQJWKLVRQHSRVLWLYHWKLQJKDVKDSSened that tourists coming to Jaipur city now also wish to see those places where the blast took place and these places have become famous tourist attractions now. It may be attributed as Dark Tourism.

It is pertinent that terrorism has a negative impact on tourism; it does not only create fear among tourists but also projects a negative image of the entire country. The distance of India from TGR (Tourists generating region) is a matter of concern that primarily results into lower tourists arrival in India. It takes 18-20 hours to fly from USA, New Zealand, Australia and some European countries to reach India. If the destination is further being marked by terrorism then the possibility to get foreign tourist becomes very rare. Considering the geographical location of India and its distance from TGR it should not allow any terrorism related activity at its turf.

A peaceful impression of India will certainly help in getting sizeable number of tourists even from far off countries. So safety and security here becomes extremely important for India, further some of the precautionary measures may ensure full protection of tourists.

On the basis of research in order to ensure smooth conduction of tourism activities the following steps are required from both the tourists and government- 1. 7RXULVW¶V VSRWV RI -DLSXU VKRXOG EH HTXLSSHG ZLWK VRPH PRGHUQ HTXLSPHQW ZKLFK FDQ help in anticipating the anti social elements. 2. Every visitor should be properly scanned before entering into any tourist spot as it happens in Eiffel tower, Paris also. 3. Intelligence department should be trained in such a manner that they can exactly anticipate the problems and raise the alarm on time. 4. The provision of under belly scanner should be made compulsory on all the parking nearby WRXULVW¶VVSRts. 5. Tourists should take personal security precautions to avoid becoming a victim of terrorist attack. 6. Tourist should avoid crowded public areas and gathering in Jaipur (In the last terrorist attack the crowded places were targeted by the terrorist). 7. TouriVWVVKRXOGQRWWUDYHOLQWRWKHDUHDVZKLFKFDQEHSRVVLEO\DWHUURULVW¶VWDUJHW 8. Tourists should not give attention to the unsubstantiated information and rumors. 9. Tourists should always be vigilant and ignore the unidentified persons.

References Asian Age. (2015, February 16). Who's a terrorist? US confused. Asian Age Newspaper. Department of Tourism, Rajasthan. (2014-15). Annual Progress Report. Government of Rajasthan. Domínguez, P., Burguette, E., & Bernard, A. (2003). Efectos del 11 de Septiembre en la hotelería Mexicana: reflexión sobre la mono-dependencia turística. Estudios y Perspectivas en Turismo, 12(3-4), 335-348. Enders, W., & Sandler, T. (2002). Patterns of transnational terrorism, 1970-99: alternative time series estimates. International Studies Quarterly, 46, 145-165. Ferguson, A.F. & Co. (2001). 20 Year Perspective Plan for Sustainable 20 Year Perspective Plan for Sustainable Tourism in Rajasthan. DEPARTMENT OF TOURISM. MINISTRY OF TOURISM, ART AND CULTURE - Government of India. Institute of Conflict Management. (2015). Terrorism-related incidents in Rajasthan since 2007. Retrieved 2015, from SOUTH ASIA Terrorism Portal: http://www.satp.org/satporgtp/countries/india/database/Rajasthan_Incidents.htm Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 41

Jaipur Development Authority. (2015). About Jaipur. Retrieved 2015, from Jaipur Development Authority: https://www.jaipurjda.org/page.aspx?pid=11&mid=27 Korstanje, M. (2010). The Legacy of Samuel Huntington in Terrorist Studies after 9/11. Cross Roads, 9(2), 26-66. Korstanje, M. E & Skoll, G. (2012). New York±Buenos Aires: Different solutions to the Same Problem: Terrorism and Citizenry. ROSA DOS VENTOS, 4(1): 40-58 Korstanje, M. E., & Clayton, A. (2012). Tourism and terrorism: conflicts and commonalities. Worldwide Hospitality and Tourism Themes, 4(1), 8-25. Korstanje, M. E., & Skoll, G. (2013). Discussing concepts: terrorism and tourism in the spotlight. Turismo y Desarrollo: Revista de Investigación en Turisme y Desarrollo Local, 6(14). .RUVWDQMH0( 7DUORZ3  ³%HLQJORVWWRXULVP risk and vulnerability in the post-µ¶HQWHUWDLQPHQWLQGXVWU\´ Journal of Tourism and Cultural Change, 10(1), 22-33. Kuto, B., & Groves, J. (2004). The Effects of Terrorism: evaluating Kenya´s tourism Crisis. E-review of tourism Research, 2(4), 88-95. Rediff.com. (2008, May 14). 60 killed, 150 hurt in Jaipur blasts: CM. Rediff.com News. Sonmez, S., & Graefe, A. (1998). Influence of terrorism risk on foreign tourism decisions. Annals of Tourism Research, 25(1), 112-144. World Tourism Organization. (2001). Tourism after 11 September 2001: Analysis, remedial actions and prospects (Special report, number 18). Madrid, Spain: World Tourism Organization.

42 Indian Journal of Applied Hospitality & Tourism Research

Destination Image Formation through Film Induced Tourism: A Case Study of µ&KHQQDL([SUHVV¶IHDWXULQJ7DPLl Nadu Aamir Ali Ansari1 & Bharti Gupta2

Abstract Film Induced Tourism is a phenomenon that is initiated at a place due to the place being featured or shot, in any of the context, in films and this remains the main reason for attraction of the tourists to the place of destination. The main drive to visit the place of attraction is thus due to the films. Films had never been an intentional means to promote tourism destinations. However, it has now been an established fact that the positive positioning of the destination in films may allow for the touristic promotion of the places as films have wider acceptance in societies as a means of entertainment which may inherently become a medium for spread of information by the promoters of tourism. The observation of the phenomenon of the Film Induced Tourism brings forth a quest to know the reasoning behind that encourages potential tourists to visit the destinations after watching films. There are studies which emphasise that films influence the perception of the individuals with respect to what they see in films and this applies to the image of the destinations or locales being featured in the films.

This study makes an effort to examine this influence in Indian context on the perception of the image held by respoQGHQWV EHIRUH DQG DIWHU ZDWFKLQJ WKH ILOP ³&KHQQDL ([SUHVV´ ZKLFK VKRZFDVH WKH culture of south India. The research methodology of the study is based on the quantitative approach of the research. The study has been conducted on the sample of 150 students at undergraduate and SRVWJUDGXDWH OHYHO E\ VFUHHQLQJ WKH ³&KHQQDL ([SUHVV´ LQ WKH DXGLWRULXP RI WKH LQVWLWXWLRQV 7KH primary data collection has been done before and after the film being shown. The statistic technique applied on the data is paired t-test to compare mean difference of the perceptions before and after watching the film. The study has revealed a significant positive change in the perception of the destination image. The study has immense contribution in having a strong reasoning for promoting Film Induced Tourism. The findings of the study can implicate the tourism policy makers to actually develop strong operational processes and structures that should allow collaborations between tourism stakeholders and film makers for mutual benefits.

Keywords: Marketing, Destination, Film, Film Induced Tourism

Introduction Films have wider coverage and acceptance in societies as a means of entertainment and as a means for escape from the monotonous life. The locales featured in films as a backdrop of the scenes depicting interactions of the characters of the storyline can be either intentionally or unintentionally get positioned in the minds of the audience. This positioning of the destinations allows for promotion of the destination which may attract the film watchers for their intentional visit to these places for tourism purpose.

The promotion component of marketing is highly influenced by the characteristics of films which have the aesthetic values for ILOPV¶GHSLFWLRQ. The communality factor between films and tourism is the locales or destinations where film shoot is done in the context of the storyline. The locale is the core or principle component of tourism which makes the potential tourists to move from the actual place of residences and thus make the primary reason for the tourism phenomenon.

Tourism promotion is widely carried out by investing huge sum in the tourism marketing budget that is spent on promotional activities like participating in tradeshows, road shows,

1 Research Scholar, Department of Tourism and Travel Management, Central University of Jammu. India. Email: [email protected] 2 Assistant Professor, Department of Tourism and Travel Management, Central University of Jammu. India. Email: [email protected] Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 43

documentaries, print material in the form of brochures and other informational material. Films had never been an intentional means to promote tourism destinations but recently it has been widely recognised that the very nature of films have potential resources which can serve unintentionally as promotional tool. This recognition has outgrown into another phenomenon of FIT called Film Induced Tourism. FIT is about tourism that has been initiated at a place due to the place being featured or depicted in any of the context in a film and this has been the main reason for attraction of the tourists to the place or destination.

Films have greater potential to influence people alike the indirect publicity. The indirect publicity creates more reliability as this influences positively the perception process of the individuals. Perception process is about perceiving the information i.e. how the information from sensory organs is taken as input, organised by the cognitive faculties of an individual and are finally interpreted to give a meaning to the environment. In order to understand about how film can influence tourism phenomenon, there is a need to understand the relationship between films and perception and for understanding this, there is a need to comprehend the perception itself. Perception is a cognitive process of organising information in a way that the interpretation gives a meaning to what has been observed or experienced. Perception is functional to the target being observed, the perceiver i.e. who observes or experiences and to the context of the situation in which perception is made.

In the Film Induced Tourism, films are the target, film watchers are perceivers; and the environment is situational context in which film is watched. These three components together influence the overaOOSHUFHSWLRQRUWKHRXWFRPHZKLFKJLYHV³PHDQLQJ´WRZKDWLVREVHUYHG RUH[SHULHQFHG+RZHYHUWKH³PHDQLQJIXO´RXWFRPHPD\RUPD\QRWQHFHVVDULO\EHWUXHLQ actual reality.

In the Indian context, Bollywood has become an integral part of Indian culture and touches the life of every Indian. Bollywood solely had brought about remarkable changes in the tourism trends. Kashmir, the favorite destination of Bollywood producers witnessed a steep ULVHLQSRSXODULW\DIWHU6KDPPL.DSRRU¶VVWDUUHUµ.DVKPLUNL.DOL¶got released. Also, Rajesh .KDQQD DQG 6KDUPLOD 7DJRUH VWDUUHU µ$UDGKDQD¶ VKRZFDVHG WKH EHDuty of the famous hill station Darjeeling, making it one of the most favored romantic destinations of its time. 5HFHQWO\ ILOPV OLNH µ'LO &KDKWD +DL¶ DQG µ'RU¶ EURXJKt about prominent changes in the tourism industry of Goa and Rajasthan respectively. City theme based films including Delhi- 6, Kahaani (Kolkata), Kai Po Che (Ahmedabad), 3 Idiots (Shimla, Ladakh), Chennai Express (Tamil Nadu) etc. have all influenced the total demand of holiday packages for respective cities. (Mishra, 2014)

The influence of films on destination image can be realized from the influence being H[SHULHQFHGE\0XPEDLDIWHULWKDVEHHQVKRZQDVDGHVWLQDWLRQIRUµ6OXP7RXULVP¶GXHWR the Oscar wLQQLQJ ILOP RI 'DQQ\ %R\OH¶V 6OXPGRJ 0LOOLRQDLUH   $IWHU ILOPLQJ RI Mumbai in Slumdog Millionaire the earlier image of Mumbai as a place for the making of actors has been a little transformed into destination for slums attracting those interested in VOXP WRXULVP 0HQGHV   +ROO\ZRRG ILOP µ/LIH RI 3LH¶   ZDV PRVW VKRW LQ Pondicherry7KH-RKQ0DGGHQGLUHFWHGILOP³7KH%HVW([RWLF0DULJROG+RWHO´ZDVVKRWDW the various locations in the state of Rajasthan. This film was also awarded by Cinemascapes to promote India as a shooting location in 2012 (Felperin, 2012). The recent example is of µ=LQGJL1D0LOHJL'REDUD¶ZDVVKRWLQWKH6SDLQDQGLWFRQWULEXWHVWRLQFUHDVHWKHRXWERXQG tourism from India.

44 Indian Journal of Applied Hospitality & Tourism Research

In this backdrop, this study is focussed upon understanding the influence of films in inducing tourism by working upon the perception process of the film watchers to know or reconfirm the fact that films induce tourism by influencing the perception positively. The functional relation of films and tourism has already been deliberated in a number of research studies (Beeton, 2009; Busby & Klug, 2001; Croy & Walker, 2004; Hudson & Ritchie, 2006; Olsberg, 2007; Riley & Van Doren, 1992; Tooke & Baker, 1996). This study, however, focuses on the same but in a different cultural context i.e. of India. The study holds the relevance as there is dearth of such studies in the Indian context. The study focuses on whether in Indian context too films induce tourism by influencing the perception of the film watchers inducing them to personally visit the destinations being featured in the films.

Review of Literature It has been widely recognized in tourism literature that destination image greatly influences tourist choice. Image of destination play a significant role in influencing tourist decision- making process as the basis for tourists to make choice about where to visit (Gartner 1989; Ecthner & Ritchie 1991). Butler (1990) suggests that films can influence the travel preference of those who expose to the destination attributes and create a favorable destination image through their representation. Tooke and Baker (1996) state that media is a very effective vehicle of awareness and leadership and has brought the wonders of the world and the excitement of remote natural environs to millions of people. According to Morgan and Pritchard (1998), placing a destination in a film is the ultimate in tourism product placement. Product placement is an emerging phenomenon and has been defined as the planned entries of product intR PRYLHV RU WHOHYLVLRQ VKRZV WKDW LQIOXHQFH YLHZHUV¶ SURGXFW EHOLHIV DQG RU behaviors favorably.

,ZDVKLWD   GHVFULEHG ILOP LQGXFHG WRXULVP LV D WRXULVWV¶ YLVLWV WR D GHVWLQDWLRQ RU attraction as a result of the destination being featured on television, video or the cinema screen. According to Hahm (2004), films in a specific way play a very significant role to LQIOXHQFHYLHZHU¶VPHQWDOLPDJHVDQGSHUFHSWLRQVRIWKHGHVWLQDWLRQ:KLOHJRLQJWKURXJKD film, an individual roams in a fairy world meeting new characters and experiencing an ideal world free from hectic schedules without leaving his living room, though for a short duration RI WLPH %HHWRQ¶V   GHVFULEH WKDW WKH LQIOXHQFH RI ILOPV '9'V DQG WHOHYLVLRQ DUH becoming more pervasive with less people relying on written information. Hence films and television have become very important sources of information to gain knowledge besides VHUYLQJDJRRGVRXUFHRIHQWHUWDLQPHQW$FFRUGLQJWR0R\OHDQG&UR\  PHGLD¶VUROHLQ image formation is increasing, Films are an important tool for creating expectations and familiarity of destinations.

Olsberg (2007) said these forms of the media are enjoyed and used by film watcher as a source of joy, pleasure, daydreaming and fantasy as well as understanding of the world in everyday life. Rewtrakunphaiboon (2008) mentioned briefly why film locations appeal to tourists. Watching a film is an intangible visual experience, but by visiting film sets and film locations, a part of the intangible film experience can be turned into something more real. 2¶&RQQRU   QRWHG WKDW ILOP LQGXFHG WRXULVP KDV WKH SRWHQWLDO WR UHDFK QHZ DQG emerging markets, for example, youth travellers. Sellgren (2011) mentioned that the works of artists, musicians and writers have created meanings to places depicted in their works and have thus induced people to visit these places long before the development of the television medium.

Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 45

An excellent example of this has been the appointment of the New Zealand government as the well NQRZQ³0LQLVWHURIWKH5LQJV´LQRUGHUWRSURPRWHWKHLQWHUQDWLRQDOSURILOHRIWKH country through the advertising provided by the film Lord of the Rings. The minister worked together with the tourist authorities, businesses, and the Film Commission. The film director was allotted 6 million New Zealanders dollars during the three years for the carrying out of this task (New Zealand Herald, 2001 cited in Sellgren, 2011).

Methodology The study is empirical in nature ZKHUHDILOPµ&KHQQDL([SUHVV¶LVXVHGDVDWUHDWPHnt to test its impacts by conducting before and after surveys on the 150 students of different institutions in Jammu District of J&K, India.

A survey is administered to the respondents before and after watching the film. Firstly the participants were asked to indicate their choices on Likert scale ranging from 1 (strongly disagree) to 5 (strongly agree) i.e. the extent to which they agreed with 21 destination attributes as being representative of Tamil Nadu, in the film Chennai Express, before watching the film. Secondly, after watching the film the respondents were asked to indicate their choices again to the same attributes to measure the impact of the film on the UHVSRQGHQWV¶SHUFHSWLRQRIWKHGHVWLQDWLRQLPDJH7KHGHVWLQDWLRQLPDJHDWWULEXWHVZHUHEDVHd on the 34 destination image scale developed by Echtner and Ritchie (1993), with modification made to 21 destination attributes to reflect destination image attributes of Tamil Nadu being depicted in the film.

This study has adopted the theoretical base from the study of Hudson, Youcheng and Gil (2011) RQ ³7KH LQIOXHQFH RI D ILOP RQ GHVWLQDWLRQ LPDJH DQG WKH GHVLUH WR WUDYHO D crossǦFXOWXUDOFRPSDULVRQ´IRUH[DPLQLQJWKHUHODWLRQVKLSRIWKHILOPDQGWKHILOPZDWFKHUIRU understanding the changes in the perception of the film watchers towards portraying tourism destinations.

In the film Chennai Express, Shahrukh Khan and Deepika Podukone were in lead role. The film has been directed by Rohit Shetty under the banner of Red Chilli production. The film is DERXWDPDQ¶VMRXUQH\IURP0XPEDLWR5DPHVKZDUDPWKDWHODERUDWHVRQZKDWKDSSHQVDORQJ the way after he falls in love with the daughter of a local don. . The film was shot mainly at Tamil Nadu and a few shots are from Kerala, Goa and Jakarta. This film has shown characters depicting the Tamil culture in terms of dressing, language, customs and life style. According to the media report the film Chennai Express beautifully showcase the Tamil Nadu to the audience.

Objective of the Study This study has the following objective. ¾ To analyze the influence of films on the destination image formation through the cognitive process of perception of the film watchers.

Research Hypothesis ƒ H0: Films do not influence the perception of the film watchers vis-à-vis destination image.

ƒ Ha: Films influence the perception of the film watchers vis-à-vis destination image.

Scope of the Study As the study KDV LQYHVWLJDWHG WKH UHODWLRQVKLS ZKLFK WKH ILOPV KDYH ZLWK LQGLYLGXDOV¶ perceptions, this allows understanding the importance that films have on shaping and 46 Indian Journal of Applied Hospitality & Tourism Research

changing destination image and the subsequent interest in visiting the same. The learning outcome of the work would be beneficial in the marketing function of the tourism business. Stakeholders, importantly, state government and the centre government under the ministry of tourism, on the basis of the rationale of the link between films and tourism can frame strategies for the promotion of Film Induced Tourism.

The study presents a strong case for adopting intentional marketing strategies through films for the promotion of tourism. This also puts for a strong case for government sponsorship for film making to reach more potential tourists and enhance tourism in the filmed destination.

Data Analysis, Interpretation and Discussion In this study, the paired t-test procedure has been used to compare the pre and posttest mean scores of the twenty one destination attributes related to the destination image of Tamil Nadu to identify if any significant differences exist. The significance level of 5% has been selected for testing the significance of differences between the two groups.

The major difference in mean scores between the pre and posttest data can be found in the YDULDEOHV RI ³Roads are in good condition  ´ ³A holiday in Tamil Nadu is a real DGYHQWXUHDQG³0DQ\RSSRUWXQLWLHVWRVHHLQWHUHVWLQJORFDOIHVWLYDOV  ´7KHVHDWWULEXWHV have shown an increase in posttest mean scores from the pretest.

The results in Table 1 reveal that there are significant differences between the pre and SRVWWHVWRQUHVSRQGHQWV¶SHUFHLYHGLPDJHRIRXWRIWKHGHVWLQDWLRQDWWULEXWHV7KHVH identified attributes all have a probability value (p value) of less than .05. Moreover, five of the significant attributes ± ³Roads are in good condition S   ´ ³A holiday in Tamil Nadu is a real adventure S  ´³Tourist attractions are well-known and famous (p =  ´³Lifestyles and customs are similar to ours S  ´³Many opportunities to see interesting local festivals S  ´ have a p- value that is even less than .001.

The attributes that had a significant difference at the .05 level arH³Towns are attractive (p =  ´³Local people are friendly S  ´³Restful and relaxing place to visit S  ´ DQG³In general, it is safe place to visit (p =  ´

These findings indicate that respondent image formation on these ten destination attributes ZDV VLJQLILFDQWO\ LQIOXHQFHG E\ WKH ILOP ³&KHQQDL ([SUHVV´ ,Q RWKHU ZRUGV UHVSRQGHQWV¶ perceptions on these ten destination image statements were different after they saw the film.

Table1: Paired t-test of the 21 Destination Attributes of Tamil Nadu Destination Attribute Pre-test Post-test Mean SD t-value Sig. Mean Mean Diff. Good quality restaurant and hotel are 3.11 3.10 .01333 .89732 .01333 .856 easy to find Roads are in good condition 3.29 3.71 -.41333 1.1123 .41333 .000* Towns are attractive 3.61 3.77 -.15333 .93217 .15333 .046* Local people are friendly 3.51 3.37 .14000 .81948 .14000 .038* A holiday in Tamil Nadu is a real 3.19 3.56 -.37333 1.0333 .37333 .000* adventure There are many places of interest to visit 3.63 3.93 -.30000 1.0790 .30000 .001* Few places of historical or 3.45 3.58 -.13333 .98762 .13333 .100 archaeological interest Tourist attractions are well-known and 3.24 3.50 -.26000 .83086 .26000 .000* Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 47

famous Has good nightlife 2.83 3.00 -.17333 1.2730 .17333 .098 Restful and relaxing place to visit 3.63 3.86 -.23333 1.2554 .23333 .024* Plenty of places to get away from the 3.49 3.63 -.14000 .94144 .14000 .071 crowds Shopping facilities are poor 2.96 3.11 -.14667 1.0953 .14667 .103 Offers a lot in terms of natural scenic 3.87 3.99 -.12000 .96182 .12000 .129 beauty Has pleasant weather 3.49 3.41 .08000 1.2666 .08000 .440 Lifestyles and customs are similar to 1.91 2.33 -.42000 1.0946 .42000 .000* ours Everything is different and fascinating 3.43 3.54 -.08844 1.0463 .08844 .307 Many opportunities to see interesting 3.59 3.97 -.37333 1.0003 .37333 .000* local festivals In general, it is safe place to visit 3.37 3.57 -.19333 1.0080 .19333 .020* Good tourist information is readily 3.25 3.26 -.01333 .87460 .01333 .852 available Lacks nature preserves and wilderness 2.54 2.67 -.13333 1.3141 .13333 .216 Few people understand Hindi 3.71 3.71 .00000 1.0491 .00000 1.000 Note: Pre-test and post-test mean value measured on a Likert scale of 1-5 where 1 = strongly disagree and 5= strongly agree. * p<0.05

Table 2: Paired t-test between Pre and Post-test on over all Destination Attributes of Tamil Nadu Destination Pretest Posttest Mean t-value SD Sig. Mean Mean Difference (2-tailed) Over All Mean 3.2982 3.4609 -.16273 -6.482 .30749 .000* Note: * p<0.05 or less

The result in table 2 reveals that there is a significant difference in pretest and posttest based on the overall mean of the destination image. The overall mean of pretest = 3.2982 and overall mean posttest M = 3.4609. The mean difference or M (difference) = -.16273. The negative difference is due to the higher value of mean of posttest being subtracted from the lower value of the mean of the pretest. The significance value of pair t-test against the pretest and posttest is a (p=.000). These findings indicate that respondent image formation based on WKHRYHUDOOGHVWLQDWLRQDWWULEXWHVZDVVLJQLILFDQWO\LQIOXHQFHGE\WKHILOP³&KHQQDL([SUHVV´ ,QRWKHUZRUGVUHVSRQGHQWV¶SHUFHSWLRQVRQWKHVHGHVWLQDWion image statements were different after they saw the film.

Therefore, this analysis rejects the null hypothesis that the Films do not influence the perception of the film watchers vis-à-vis destination image. And therefore confirms the alternative hypothesis: Films influence the perception of the film watchers vis-à-vis destination image. It can be said that the film has a significant impact on building positive image of the destination.

Discussion of the Findings The largest significant change has been found in the item ³/LIHVW\OHVDQGFXVWRPVDUHVLPLODU WRRXUV´ ZKLFKKDVD³´PHDQLQFUHDVHRQWKHSRVW-test from the pre-test. Based on the result of the respondents it states that after watching the film, respondents keep disagreeing that the lifeVW\OHDQGFXVWRPVRIWKH7DPLO1DGXDUHVLPLODUWRWKHLURZQ7KHILOPµ&KHQQDL ([SUHVV¶LQPDQ\SDUWVRIWKHILOPKDVVKRZQWKHFXOWXUHDQGWUDGLWLRQRIWKH7DPLO1DGX Tamil Nadu is the southernmost state of India and the respondents are from the northernmost 48 Indian Journal of Applied Hospitality & Tourism Research

state of India and as such, the perception of the differences in the images of lifestyle and customs of the Tamil Nadu that people have already possessed in their mind could have been simply reinforced rather than newly created.

In tourism one of the main reasons for travel is the desire to experience difference of another place than the place of RQH¶V own residence. This result for the item makes to infer that Tamil Nadu makes an appropriate choice for tourism experience as the respondents still feels the existence of differences between their culture and the culture of Tamil Nadu.

The second largest significant change is in the item ³5RDGVDUHLQJRRGFRQGLWLRQ´which has D³´PHDQGLIIHUHQFHDQGKDVLQFUHDVHGRQWKHSRVW-test from the pre-test. Based on the result of the respondents it can be stated that after watching the film, respondents expressed more strongly that roads of the Tamil Nadu are in a good condition. This finding of the study could explain that the films have an impact on thHUHVSRQGHQW¶VSHUFHSWLRQ,QWKHPLQGVRI the many of respondents, these images of Tamil Nadu left a strong impression, which could not have been expressed before seeing or experiencing it. These comments only come up after watching the film, which indicaWHV WKDW WKH ILOP µ&KHQQDL ([SUHVV¶ KDV DQ LPSDFW RQ building destination image.

The next significant change is in the ³0DQ\RSSRUWXQLWLHVWRVHHLQWHUHVWLQJORFDOIHVWLYDOV´ LWHPZKLFKKDVD³´PHDQVGLIIHUHQFHVDQGKDVLQFUHDVHGRQWKHSRVW-test from the pre- WHVW7KHILOPµ&KHQQDLH[SUHVVZDVVKRWDWWKHYDULRXVORFDWLRQRIWKH7DPLO1DGXUHIOHFWLQJ a culture and tradition of the rural people. Many respondents comment that the view of the village cultural heritage and their festivity is more fascinating. It could be said that the culture and festival which was shown in the film have an impact on the perception of the viewers and it build the tourist destination image.

Another significant change was seen in ³$KROLGD\LQ7DPLO1DGXLVDUHDODGYHQWXUH´ which KDV D µ¶ PHDQ GLIIHUHQFH LH GHSLFWLQJ DQ LQFUHDVH RQ WKH SRVW-test from the pre-test experiment. The film portrayed the characters experiencing adventurous places associated with fun and excitement. This increase again can be explained by WKHILOPFRQWHQWµ&KHQQDL ([SUHVV¶WKHDGYHQWXURXVMRXUQH\RIWKHDFWRUPD\KDYHKLJKO\IDVFLQDWHGWKHYLHZHUV As mentioned in the results, there are ten destination image attributes of the Tamil Nadu that has significant differences between their pre-test and post-test result. Amongst ten statements, five have a more significant increase in their mean scores from pre-test to post-test, these statements are Lifestyles and customs are similar to ours, Roads are in good condition, a holiday in Tamil Nadu is a real adventure, many opportunities to see interesting local festivals and a holiday in Tamil Nadu is a real adventure.

On the other hand, five of the ten attributes namely Towns are attractive; In general, it is safe place to visit; Local people are IULHQGO\5HVWIXODQGUHOD[LQJSODFHDQGµ7RXULVWDWWUDFWLRQV are well-NQRZQDQGIDPRXVWRYLVLW¶ have a less significant change in the mean differences in their mean scores from pre-test to post-test .

All the above changes are influenced by watching WKH ILOP µ&KHQQDL ([SUHVV 3ULRU WR watching of the film respondents might not have had a clear image of the Tamil Nadu as a tourist destination. The respondents might not be aware about each of the destination image attributes statements of Tamil Nadu. HoZHYHUE\ZDWFKLQJWKHILOPµ&KHQQDL([SUHVV¶WKH film scenes could have helped them to build an image of Tamil Nadu either positive or negative. Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 49

Moreover, the significant change has been found only in the 10 destination image attributes out of the 21 destination image attributes of Tamil Nadu. But by taking the overall mean of the 21 destination images attributes, the paired t-test results show the significant changes in the pre-test to post-test experiment. The table 2 is demonstrating the overall result of the paired t-test of the 21 destination image attributes. The result of the study reveals that the null hypothesis is rejected and the alternative hypothesis has been accepted.

Conclusion The main finding of the study suggests that film has a positive impact on destination image IRUPDWLRQ 7KH GHVWLQDWLRQ ILOPHG LQ WKH PRYLH FKDQJHG WKH YLHZHU¶V SHUFHSWLRQ UHJDUGLQJ FHUWDLQ DVSHFWV RI µ&KHQQDL¶ DV D WRXULVW GHVWLQDWLRQ This phenomenon of films impacting ILOPZDWFKHUV¶SHUFHSWLRQZKLFKPD\LQGXFHWKHPto visit the destinations featured in film is Film Induced Tourism. This shows that films can be attractive promotional tool which increases destination awareness, form destination image, and may also increase the level of interest in visiting the depicted destination. The study has implications for the stakeholders who are involved in the development and promotion of tourism in India. Through film induced tourism stakeholders have the opportunity to generate financial revenue and foster economic development at a tourist destination.

Film induced tourism planning has not received much attention in India while it is being treated as the new market opportunity for many explored and unexplored destinations. Bollywood films have the strong potential to induce image formation and it would be beneficial for India to incorporate this phenomenon into the promotion attribute of the destination marketing plans. Based on the finding of this study and the literature review this study has provided valuable input related WRµ)LOP,QGXFHG7RXULVP¶WRWKHVWDNHKROGHUVLQ India for enhancing the opportunity of this new phenomenon in promoting tourism destinations.

References Beeton, S. (2005). Film-induced tourism (Vol. 25). Channel View Publications. Beeton, S. (2009). A match made in heaven, or the odd couple? Film makers and tourist destinations. Busby, G., & Klug, J. (2001). Movie-induced tourism: The challenge of measurement and other issues. Journal of vacation marketing, 7(4), 316-332. Butler, R. (1990). The Influence of the Media in Shaping International Tourist Patterns. Tourism Recreation Research, 15(2), 46-53. &DUO'.LQGRQ6 6PLWK.  7RXULVWV H[SHULHQFHVRIILOPORFDWLRQV1HZ=HDODQGDVµ0LGGOH-(DUWK¶ Tourism Geographies, 9(1), 49-63. Croy, G., & Walker, R. (2004). Fictional Media, Film and Tourism. In D. Hall, L. Roberts & M. Morag (Eds.), New Directions in Rural Tourism. Ashgate: Aldershot. Echtner, C., & Ritchie, B. (1993). The Measurement of Destination Image: An Empirical Assessment. Journal of Travel Research, 31(4), 3-13. Felperin, L. (2012, October 26). The Second Best Exotic Marigold Hotel: Film Review. Retrieved 2015, from The Hollywood Reporter: http://www.hollywoodreporter.com/review/second-best-exotic-marigold-hotel-774602 Gartner, W. C. (1989). Tourism image: attribute measurement of state tourism products using multi-dimensional scaling techniques. Journal of Travel Research, Vol. 28(2), 16-20. Hahm, J. (2004). $VVHVVLQJ WKH LPSDFW RI PRYLHV XSRQ DQ LQGLYLGXDO¶V LPDJH IRUPDWLRQ FRncerning a given destination (Doctoral dissertation, University of Central Florida Orlando, Florida) Hudson, S., & Ritchie, J. B. (2006). Film tourism and destination marketing: The case of Captain Corelli's Mandolin. Journal of Vacation Marketing, 12(3), 256-268. 50 Indian Journal of Applied Hospitality & Tourism Research

Hudson, S., Wang, Y., & Gil, S. M. (2011). The influence of a film on destination image and the desire to travel: a crossǦcultural comparison. International Journal of Tourism Research, 13(2), 177-190. Iwashita, C. (2003). Media Construction of Britain as a Destination for Japanese Tourists: Social Constructionism and Tourism. Tourism and Hospitality Research, 4(4), 331-340. 0HQGHV $ &   6KRZFDVLQJ ,QGLD 8QVKLQLQJ )LOP 7RXULVP LQ 'DQQ\ %R\OH¶V 6OXPGRJ 0LOOLRQDLUH Third Text, 24(4), 471-479. Mishra, N. (2014, October 13). %ROO\ZRRG¶VLQIOXHQFHRQ,QGLDQ7RXULVP,QGXVWU\. Retrieved 2015, from Travelguru-The Hotel Experts: https://www.travelguru.com/travel-blog/bollywoods-influence-on-indian-tourism-industry/ Morgan N, Pritchard A. (1998). Tourism, Promotion and Power: Creating Images, Creating Identities. John Wiley and Sons Ltd: Chichester, UK. Moyle, B. D., & Croy, W. G. (2006). Media in the Anticipation Phase of a Recreation Experience: A case study of Port Campbell National Park. In International Tourism and Media Conference. O'Connor, N. (2010). A Film Marketing Action Plan (FMAP) for Film Induced Tourism Destinations. PhD diss., Institute of Technology Dublin, Dublin. Olsberg, J. (2007). Stately Attraction: How Film and Television Programs Promote Tourism in the UK. SPI Consultancy Report. UK. Rewtrakunphaiboon, W. (2009). Film-induced Tourism: Inventing a vacation to a location. BU Academic Review, 8(1), 33- 42. Riley, R., Baker, D., & Doren, C. S. V. (1998). Movie induced tourism. Annals of tourism research, 25(4), 919-935. 6HOOJUHQ ȿ   )LOP-induced tourism. The effect films have on destination image formation, motivation and travel behavior. (Graduate Thesis, Copenhagen Business School, Copenhagen). Tooke, N., & Baker, M. (1996). Seeing is Believing: The Effect of Film on Visitor Numbers to Screened Locations. Tourism Management, 17(2), 87-94

Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 51

Marketing and Redevelopment Strategy for Any Disaster Site: Case Study of Uttarakhand Flash Flood 2013 Chetan Shah1, Shiladitya Samaddar2, Vikas Gupta3

Abstract A growing demand for unconventional tourism is on the rise. Places sharing horrific historic moments DUHEHLQJDFFHSWHGWRUHFUHDWHDQGUHOLYHWKRVHPRPHQWV7KRXJKLWPLJKWQRWEHHYHU\RQH¶VLGHDRI fun yet demand for macabre attractions and disturbing experiences is growing ± Dark Tourism is on the rise. From time immemorial, we have seen or read about disasters wiping traces of civilizations and species alike. But again, these same disaster sites today represent formidable tourist destinations. The world is full of such examples; be it the lost Kingdom of Atlantis, the destruction and burial of Pompeii by Mount Vesuvius or concentration camps at Auschwitz-Birkenau, the Cambodian killing fields, Ground Zero and Pearl Harbour. These represent places where tragedies or historically noteworthy event happened which attract people driven by sentiments that range from mourning, remembrance, education, macabre curiosity or even entertainment. In the wake of the flash floods in June 2013 in Uttarakhand, the study aims to present tourism practices both policies and campaigns which may enable disaster ravaged sites to redevelop faster, regain the trust of travellers and evolve as a sustainable destination site. The paper endeavours to project the best marketing and redevelopment strategy for any disaster site, to regain its past glory or to evROYHLWVHOILQWRDQµ$WWUDFWLRQ¶7KLVZLOO be a road map to create an ecosystem to develop future disaster sites for both domestic and international travellers.

Keywords: Tourism, Disaster, Sustainable Development, Policies, Marketing, Attractions

Introduction Dark tourism was first coined as a term by Malcolm Foley and J. John Lennon to describe, the phenomenon which encompasses the presentation and consumption (by visitors) of real and commodified death and disaster sites (Yuill, 2003). Dark tourism has been referred to by using many terms which include Thana tourism (Seaton, 1996), Morbid Tourism (Blom, 2000) and Black Spot Tourism (Rojek, 1993). Though these terms have been used interchangeably, the term Dark Tourism is commonly accepted (Dunkley et al., 2007; Busby and Devereux, 2015).

Tourism is one of the main contributors to the economy of a country. According to United Nations World Tourism Organization (UNWTO) Tourism highlights 2015 edition, tourism accounted for 9% of the GDP worldwide, dealing in 1.5 trillion US dollars in receipt from international visitors. Also one in every eleven jobs is related to tourism and 53% international tourist arrivals in 2014 were for one of the many forms of leisure tourism. This only ensures that the tourism destinations look for more ways to attract tourist from around the globe. As potential tourists have alternative and substitute destinations readily available, it is essential that a destination presents itself with a positive and favourable image that attracts and inclines a visitor more than the other competing ones (Sahin and Baloglu, 2011).

Any disaster especially in a tourist place has the potential of negatively affecting it. In order to redevelop or revert to its original status, the destination needs to adopt a series of changes. These changes pertain to effective marketing campaigns, redevelopment strategies and policies that would help in sustainable destination restoration and its marketability.

1 Senior Lecturere, Fiji National University, Fiji. Email:[email protected] 2 Tata Strive, India. Email:[email protected] 3 Research Scholar, Amity University, India. Email:[email protected] 52 Indian Journal of Applied Hospitality & Tourism Research

In this regards the paper aims to: ‡ Study the effect of a disaster on tourism and to propose effective marketing strategies through business continuity planning, ‡ Propose better redevelopment strategies and policies for a disaster ravaged site.

Theoretical Frameworks 'LVDVWHUUHIHUVWR³VLWXDWLRQVZhere an enterprise (or collection of enterprises in the case of a tourist destination) is confronted with sudden unpredictable and catastrophic change over which it has little FRQWURO´ /HKWRHWDO A crisis is an event or set of circumstances which can severely compromise or damage the marketability and reputation of a tourism business or an entire tourism destination region. (PATA, 2011)

8QLWHG1DWLRQV,QWHUQDWLRQDO6WUDWHJ\IRU'LVDVWHU5HGXFWLRQ 81,6'5 GHILQHV³5HFRYHU\´ DVWKH³GHFLVLRQVDQG actions taken after a disaster with a view to restoring or improving the pre-disaster living conditions of the stricken community, while encouraging and facilitating QHFHVVDU\ DGMXVWPHQWV WR UHGXFH GLVDVWHU ULVN´ Therefore in order to ensure that recovery takes place two aspects are to be considered. The first is devoted to restoring the conditions to normal, and the second one deals with economic revitalization and long term development. In the case of a disaster ravaged tourist destination, it is of utmost importance that efficient marketing through business continuity planning; redesigned policy framework and redevelopment strategies are adopted in the right mix and manner to be effective.

Business Continuity Planning Business continuity plan is generally understood as a repetitive process to determine important business functions, policies, processes, plans, procedures which are needed for continuation of activities on unforeseen events (Nickolett, 2001). Business Continuity Planning (BCP) is a way to prevent and possibly manage and limit the consequences of a disaster. The recovery or continuity of a business follows next aiming to quickly get the business running again thereby getting the cash flowing (Padmavathy, 2004).

For business or industry today, the BCP is a proactive approach for disaster mitigation and preparedness. BCP in itself is made up of four parts which form a continuous cycle (Figure 1). The first part of the plan deals with actions taken to reduce or eliminate the likelihood and/or effects of an incident. It is followed by actions taken prior to an incident to ensure an effective response and recovery. The next step takes in account actions taken to respond to an incident in terms of containment, control and minimizing impacts and then finally actions taken to recover from an incident in order to minimize disruption and recovery time (BCP Guide, 2009).

Marketing Strategy Some disasters are unavoidable and lead to a decrease in tourism activity for the destination in question. This is a result of the perceived image of the destination by the potential visitor which arouses feeling of distress, trauma, fear, anxiety and panic. There is a daunting task that lies ahead as the disaster could have a long lasting effect especially in areas with heavy reliance on tourism activities (Figure 2). The tasks include but are not just limited to rebuilding of infrastructure, social amenities, community and a marketing plan for the destination image (Sharifzadegan et al., 2012).

Destination image FDQ EH GHILQHG DV ³WKH SHUFHSWLRQ RI D SHUVRQ RU D JURXS RI SHRSOH UHJDUGLQJ D SODFH 6DKLQ DQG %DORJOX  ´ ZKHUH WKH LPDJH UHIHUV WR D SHUVRQ¶V LGHDV Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 53

impressions and beliefs in totality about a destination (Tasci and Kozak, 2006). The destination image plays a crucial role in influencing tourist choice and intention, thereby playing a key role in destination marketing. The destination image can be influenced by several factors that impact destination marketability.

Figure1: Business Continuity Planning

Risk Recovery Plan Management Plan

Incident Business Response Impact Plan Plan

Source: BCP Guide, Queensland Government, 2009

Policy Framework and Redevelopment Strategy Policy can be defined as a course of action (proposed or adopted) for a particular situation that a government, business or an individual can undertake. The Linear Model (Figure 3) for policy development describes it as a solution to a problem by being just, analytical, objective and logical. The model highlights the approach as systematic and sequential steps which start with identification of the problem and end with the activities suggested to solve them (Sutton, 1999).

Figure 2: Summary of disasters and their impact in selected countries

54 Indian Journal of Applied Hospitality & Tourism Research

Source: NZIER, 2011

Figure 3: The Linear Model:

Source: Grindle and Thomas, 1990

A redevelopment plan aims to help in the long term recovery of a community or place post disaster. It identifies the policies, the operational strategies, authority and roles and responsibilities that would help in guiding the efforts for redevelopment. The plan not only exemplifies disaster mitigation but also the improvements that could be delivered to the community. The plan outlines the road to recovery and includes business, economic and community amenities redevelopment. It also holds significance in detailing the short and long term objectives of redevelopment, ensuring that the redevelopment is environmentally and economically addressable. Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 55

Research Methodology The current paper provides an effective marketing strategy for post disaster tourism of a destination and also proposes better redevelopment strategies and policies for a disaster ravaged site. Kedar valley in Uttarakhand post 2013 floods serves as a critical study area to understand the impact and scope of redevelopment and policy framework on a disaster ravaged destination. The paper uses the destination as a case study to further elaborate and analyze the marketing strategy and campaigns that would be required to map a positive image of the destination post disaster. A close ended questionnaire surveying 200 respondents of varying age groups has been used to study how visitors choose a destination, are affected by a disaster and what gets them back to the destination post disaster. Extensive literature review has been done of various disasters in tourism destinations followed by the post disaster redevelopment models and policy formulations to propose a workable and efficient redevelopment and policy framework.

Case Study On 9th November 2000, Uttarakhand formerly Uttaranchal became the 27th state of the Republic of India. The main economy state comes from its natural resources and tourism. Uttarakhand as a state is famous for its iconic hill stations and pilgrimage sites. The famous µ&KDU 'KDP

Abstract of the Incident: In June 2013, a multi-day cloud burst caused heavy rainfall in Uttarakhand. The Rainfall was about 375 percent more than the normal monsoon benchmark (UN-Spider, 2013). The upper Himalayan territories of Uttarakhand which are forested and boast of snow covered mountains are also home to a lot of pilgrimage sites and trekking routes. The months of May and June happens to be a holiday season with most of the schools remaining closed and people looking at respite from the summer heat.

As predicted by the India Meteorological Department, whose warnings were not given adequate publicity, the four consecutive days of rains followed by melting of glaciers aggravated the floods. Thousands of visitors and local residents were caught unaware. Landslides caused due to floods and unplanned development only added to the losses (Hindustan Times, 2013; Fox News, 2013). Entire villages and settlements such as Gaurikund and the market town of Ram Bada, a transition point to Kedarnath, were obliterated (Business Standard, 2013). Over 70000 people were stuck because of damaged or blocked roads (NDTV, 2013). For 3 days the stranded people were without food. Rescue operations were carried out, but many lives were lost and the government closed the Kedar valley till further notice only to reopen it a year later (IBN Live, 2013; The Indian Express, 2014).

Losses: A lot of lives were lost in this catastrophe. Families lost their homes and many neighboring villages lost their house head earners as the pilgrimage was the main source of their earnings. As a result of the floods many towns and cities of the state were washed away. Problems existed in relief not reaching on time as the rains continued and parts of the valley were inaccessible. Another main challenge was cremating the dead bodies. Losses of livestock and wild animals were also huge. 5000-6000 animals include mules were killed in Kedarnath/Rambara, which falls within the boundary of the Kedar Wildlife Sanctuary. The 56 Indian Journal of Applied Hospitality & Tourism Research

constant rains also derailed the agriculture output, pegging the preliminary losses in the agriculture sector at around 90 crores. Small scale industries which contribute significantly in economic development lost nearly 14000 units in the affected belt. The losses to infrastructure were far greater. With nearly 1300 roads and 175 bridges being washed away, combined with damage to power and drinking water supply, the state losses were estimated at 1000 crores. The estimated losses for tourism for the financial year 2013(flood) were to the tune of 12000 crores (PHD, 2013). Table 1 further highlights the extent of losses.

Table 1: Losses at a glance S. No. Status of Damage Number/Square Miles/INR Lives and livestock damage 1 No. of people evacuated 110000 2 No. of missing persons 5748 3 No of dead persons 900 4 No of horses and mules washed away 2500 Aprox. Animals killed in Rudraprayag, Tehri and 5 Uttarkashi 5000 Infrastructure damage 1 Area affected of the state 37000 2 No. of micro industries and units affected 14000 3 No. of affected villages 4000 4 No. of houses damaged 2232 5 No. of damaged roads 1307 6 No. of drinking water schemes damaged 695 7 No. of hydel projects damaged 245 8 No. of damaged bridges 175 Estimated monetary damage 1 Estimated loss of tourism industry 12000 crores 2 Estimated total loss in Uttarkashi district 3000 crores 3 Uttarakhand insurance claim estimated 3000 crores 4 Estimated losses of PWD and dept. of hydro electricity 800 crores 5 Preliminary estimated agricultural loss 90 crores 6 Damage caused to Kaliganga project 40 crores Source: PHD Research Bureau, 2013

Tourism, the EDFNERQHRIWKHVWDWH¶VHFRQRP\KDVEHHQWU\LQJWRJHWEDFNRQWUDFN 7DEOH2). Looking at the table for tourist arrivals given below, it is clear that the state did suffer losses in tourist arrivals for the remaining months of 2013. Though there has been an increase in the net arrival for the year 2014, still the arrival numbers of 2011 and 2012 have not been reached which points to the fact that tourists still do not fully perceive the destination to be safe. Table 2: Total tourist arrivals (including Pilgrims) at Uttarakhand Year Total Visitors (in Lakhs) Foreign Visitors (in Lakhs) 2011-12 268.09 1.43 2012-13 284.34 1.41 2013-14* 201.15 0.90 2014-15 226.35 1.10 *Data from the year of flooding disaster in Uttarakhand Source: Data computed from Directorate of Economics and Statistics: Uttarakhand at a Glance yearly publication

Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 57

Results The survey conducted was based on a close ended questionnaire where a total of 200 respondents were a part of the survey. The age of the respondents varied from less than 20 years to more than 60 years. 55 % of the respondents were male and 45% female. A total of 157 respondents out of which 82 male and 75 female were married, and 43 respondents namely 28 male and 15 female were unmarried (Table 3).

Table 3: Age and Gender of Respondents. Number of Age Groups Males Females Respondents ” 18 11 7 21 ± 25 25 15 10 26 ± 30 29 16 13 31 ± 35 30 15 15 36 ± 40 24 12 12 41 ± 45 25 13 12 46 ± 50 18 12 6 51 ± 55 15 3 12 56 ± 60 9 8 1 • 7 5 2 Total 200 110 90 Married 157 82 75 Unmarried 43 28 15

Table 4 shows the diversity in the state of residence of the respondents who were a part of the survey. The data showed that maximum visitors were from the Delhi NCR region followed closely by Uttar Pradesh and then Uttarakhand. The respondents of these three regions totaled to 63%of the total respondents.

Table 4: Place of origin of respondents State & Union Territories Number of Percentage Respondents Share Delhi NCR 52 26.0% Uttar Pradesh 42 21.0% Uttarakhand 32 16.0% West Bengal 18 9.0% Gujarat 14 7.0% Punjab 11 5.5% Haryana 10 5.0% Madhya Pradesh 6 3.0% Rajasthan 4 2.0% Tamil Nadu 3 1.5% Maharashtra 2 1.0% Orissa 2 1.0% Others (Bihar, Himachal 3 1.5% Pradesh, Kerala) Foreigners (USA) 1 0.5% 200 100.0%

The salary brackets of the respondents varied from below 20,000 INR (Indian National Rupee) per month to greater than 1,00,000 INR (Table 5).Majority of the visitors i.e.150 58 Indian Journal of Applied Hospitality & Tourism Research

respondents had a monthly income below INR 60,000 per month whereas 23 respondents chose not to disclose their income details.

Table 5: Monthly income of the respondents Salary Bracket (per Number of month/INR) Respondents ” 28 20001 ± 40000 67 40001 ± 60000 55 60001 ± 80000 16 80001 ± 100000 8 • 3 No details furnished 23 200

Figure 4 illustrates the factors affecting the choice of destination as suggested by the respondents. Connectivity in terms of mobile and internet was the primary factor affecting choice of destination for all 200 surveyed respondents. 192 of the respondents considered safe lodging and boarding facilities while choosing a potential destination for visitation. Adequacy of social amenities which includes hospitals, clean drinking water, sanitation, etc. was the third most important factor for 186 of the visitors. According to 177 respondents the ease of accessibility of the destination and according to 143 respondents value for money, were other key factors affecting choice of destination.

Figure 4: Factors Affecting Choice of Destination 250

200 200 192 186 150 177 143 100

Responses 50

0 Safe boarding Accessibility of Adequacy of Cost Connectivity and lodging destination social amenities effectiveness of (network: destination mobile & internet) Factors Affecting Choice of Destination

The respondents were also surveyed for the factors affecting visitation to a destination post disaster (Figure 5). 172 respondents stated that they were likely to visit a disaster ravaged site after 6-12 months of its being declared safe. 169 respondents were of the view that the availability of full and accurate information about the destination post disaster is a must for it to be considered for visitation. 144 respondents indicated that they would get attracted to a destination following advertisement that would generate curiosity and would tempt them for a visit. Promotional activity that includes considerable discounts, added services and other incentives would be another factor influencing visitation post disaster, as opined by 137 Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 59

respondents. 116 respondents also indicated that a celebrity endorsement would be a valuable tool to attract visits to a destination post it being declared safe.

Figure 5: Factors influencing visitation to a destination post disaster

Celebrity endorsements 116

Discounts, incentives and value additions 137

Advertisments that generate curiosity 144

Availability of full and accurate 169 information destination post disaster destination post disaster Would visit in 6 months to a year 172 Factors influencing visitation to a 0 50 100 150 200 Responses

Table 6: Preferred Choice of Advertisement Medium (Post Disaster) Advertisement Medium Number of Rank Respondent allotted Social Media Platforms 103 1 Television 59 2 Newspapers 37 3 Magazines 1 4 Other Outdoor Advertisements Nil 5 Mediums (Bill boards etc.)

The respondents were asked to rank advertisement mediums for promoting a destination post disaster. 103 respondents ranked social medium platforms especially Facebook and Twitter as first for advertising a destination once it had been declared safe. It was followed by Television and Newspaper as the second and third prominent medium with 59 and 37 respondents respectively ranking them as their preferred choice.

Strategies Tourism revival marketing strategies, policy framework and redevelopment plan have been discussed as under.

1) Marketing Strategies: The strategy revolves around creating the perfect marketing mix. It is evident that the PDUNHWLQJLVGRQHLQDPDQQHUWKDWSUHFHGHVWKHµVHOOLQJDJDLQ¶SDUW%DVHGRQWKHUHVSRQVHV of the respondents the marketing strategy has been discussed and a flowchart (Figure 6) has been given after the discussion to highlight the steps to be taken for marketing the destination in question:

60 Indian Journal of Applied Hospitality & Tourism Research

Figure 6: Post disaster Marketing Flowchart

Source: Author

a) As evident from the responses, most respondents wanted a destination that offered secure and safe boarding and lodging with privacy. Respondents were looking to visit places that were easily accessible and had adequate social amenities like safe drinking water, hospital, sanitation, street lights etc. Connectivity in terms of mobile phone and internet was a must for all and the distance in term of kilometers or time did not matter. Therefore once a destination is trying to market itself as open to business, it must take into account these factors which would play a crucial role in attracting the visitors and regaining their confidence. b) Most of the tourists (172 out of 200 respondents) would return to the destination only after 6 months to a year of the destination being declared safe. Furthermore, the destination must overcome any negative image resulting from the disaster. After disasters, Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 61

tourist destinations must motivate tourists to come and visit. To do so, they must FRXQWHUDFW WKH PHGLD¶V RIWHQ H[DJJHUDWHG SRUWUD\DO RI WKH GLVDVWHU LPSDFWV thereby changing the misperceptions of potential customers. c) As voiced by 169 respondents in the survey, it is essential that information accuracy during the recovery from a disaster is clearly presented. In the absence of information from a credible source, potential tourists often look to the mass media as opinion leaders to evaluate future travel risks. Therefore, officials should take a proactive role in organizing news conferences, issuing press releases and facilitating interviews for the press. Also at this stage it is essential that familiarization tours are conducted to prove the authenticity of the statements made to the public. The tours should also be utilized for testimonial messages given by the opinion leaders, which as the respondents suggested create a feeling of trust and safety. d) During the initial stages of the destination being declared safe, most of the tourists would still not want to take a risk. It is therefore essential that the advertisement campaign start by heavily projecting the dHVWLQDWLRQWREHVDIHDQGRQO\WKHQVORZO\VWDUWZLWKµRSHQWR EXVLQHVV¶FDPSDLJQVZKLFKVKRXOGEHGRQHE\SRUWUD\LQJWKHFRPPXQLW\UHDGLQHVVDQG QRWMXVWWKHLQIUDVWUXFWXUDOUHDGLQHVV0RVWRIWKHUHVSRQGHQWVIHOWWKDWµRSHQWREXVLQHVV¶ marketing in the very beginning would just lead to a feeling of distrust and create a negative idea of monetary gains that the businesses are trying to make after the disaster rather than an emotional attachment with the community and the place. e) It is also important to judiciously choose the right mix of mediums for promoting a destination post disaster. As opined by the respondents, the major chunk of advertisement and information sharing should be focused on Social Medial Platforms which often caters to the young and the mid-level age groups of the population. It should be followed by information sharing on television and newspapers. Magazine and other outdoor advertisement mediums were not preferred by the respondents. Hence, their use would not be justifiable. f) Previous visit to the destination had minimal effect on the desire of a tourist to return to the destination post disaster. Therefore it is essential that the target market is not a repeat clientele but a newer segment leading to diversification. Also as is evident, 151 respondents were below 45 years of age and 78.5% of the total respondents were married. The responses suggest that the marketing strategy needs to focus majorly on people belonging to the age groups of 20 to 45 years and should primarily cater to the needs of married people. Thus when re-developing a destination, the current business scenario in terms of target clientele and their needs would have to be understood and matched. g) As further suggested, it would be a great opportunity to introduce newer aspects to the tourism product that the destination has to offer post disaster. Also it is important to note that 63% of the total respondents were from three regions (Delhi NCR, Uttar Pradesh and Uttarakhand), the marketing strategy should therefore be primarily focused in these areas as they have the highest concentration of the target clientele. Thus when developing pan- India marketing campaign, the allocation of budget for target markets could be decided. h) Post disaster advertising needs to take into account that most of the people who have little information about the place would be more curious to know about the disaster and the post disaster changes and redevelopments. Therefore it is indeed necessary to arouse curiosity through advertisement campaigns so as to market the destination to new visitors. i) Respondents agreed that value addition to product, discounting and incentives would work in attracting people to visit the destination post disaster. Visitation can also be promoted through celebrity visits and organizing events and festivals especially fundraisers. Also as majority of the respondents (150 respondents out of 200) had a monthly income of below 60,000 INR, and (143 respondents out of 200) were looking at 62 Indian Journal of Applied Hospitality & Tourism Research

cost effectiveness of the destination, the product and its dynamic packing should be concentrated on budget to semi-luxurious packages that offer value for money. Provision for tailor made elite packages should also be available to cater to a few in the high±end market segment. j) All the corrective actions and changes that have taken place post disaster need to be highlighted to exhibit the ability to learn and change. At the same time, how the tourism business is helping in revitalizing economy and community needs to be showcased to draw more attention.

2) Policy framework and redevelopment strategy: An essential part of post disaster management is concerned with policy framework and redevelopment strategy. These two aspects play a very crucial role in bringing the destination back to its prime. For the revival of the disaster struck destination, it is always observed that the policy and components of redevelopment need to work hand in glove. Without a coordinated effort the destination in question would not be able to formulate plans which are a conducive and conclusive mix of environment restoration, community rehabilitation and economic revitalization (Figure 7). a) Community: The foremost daunting task that lies ahead a disaster, is managing the community. The community is looking at lost shelter and property, accessibility, employment, urgent and long term medical care, and the danger of illnesses and epidemics as a result of nonfunctional debris and waste disposal management (Palm Beach County, 2006). i) Housing and Food: The need of the hour is always to provide shelter and food to the disaster victims. The floods in Uttarakhand devastated lots of households. Losses of agricultural land and livestock were tragically high rendering the community helpless. In the case of the disaster most of the victims had already lost their valuables including property. Thus, in such circumstances a balanced policy on relocation is a must. Such a policy should be able to not only generate the requisite support systems to the affected population at the current moment but should able be able to render effective services in the long run (Lindell, 2013). Figure 7: Policy and redevelopment strategy framework

Source: Author Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 63

ii) Accessibility: A disaster generally leaves the entire area or some parts of the area inaccessible. This inaccessibility not only comprises the transportation system, but also affects drinking water, health and sanitation, relief centers, etc. The case of the Kedar valley where people were left stranded because of the Himalayan terrain, uniquely exemplifies the importance of redevelopment plans including making the area accessible on a priority basis. Once the infrastructure is back in place, it would become easier for the community and relief work to carry out speedier recovery operations which would play an indispensible role in saving human lives. iii) Medical Care: Any disaster brings with itself the need of medical care. It is important to attend to not just the wounded and traumatized, but also to take measures to control any epidemics that may increase the toll of human lives. Hence a policy for the establishment of operational mobile medical units immediately after the disaster and then planned units with the redevelopment of the area is critical for the resettlement of the community. The medical component also becomes important when dealing with the vulnerable and special needs sections of the population (IFRC, 2012). iv) Employment: Any disaster would also lead to the loss of employment in the region as most of the economic units would be either non-operational or closed for business. Pilgrimage is the main source of employment for the villagers in Kedarnath, and for nearly a year the government of the state of Uttarakhand had prohibited any public visitations to the area. This impaired the main source of employment for the people of the valley. Under such circumstances a policy on ecological livelihoods with a preferential employment scheme as followed in the ecotourism concept is highly recommended (IRP, 2015). v) Debris Management: Large amount of debris which not just includes mud and boulders but also concrete, iron, plastic and other toxic and hazardous waste is left behind in any disaster ravaged site(UNEP, 2012). The effective management of the debris is imperative if the destination has to be restored to its past glory. A policy detailing the process and plans for debris management needs to be enacted. Without such a policy, we could still be looking at future threats, resulting out of ineffective and unsound debris disposal practices (CARE, 2011). vi) Historic Preservation: Care needs to be given to the preservation of any site with historical anecdotes. The site not only serves as another tourism generating spot but also as a major link to the historical significance of the destination. Kedarnath for instance is a popular tourist destination especially among the people of the Hindu faith because of the historical temple. Therefore a policy for the preservation of such sites as well as their historic significance during and post a disaster needs to be formulated (GFDRR, 2010). vii) Adaptation Cost vs. Community: It is important at this stage to understand that any redevelopment process would require revenue outflows from the community, state and central government exchequer not to mention the personal spending by the people of the community. When we are looking at such huge amounts one has to consider what would be better - adapting to the new found disaster or the overall community benefit. Simply stating, it questions the redevelopment efforts, whether it would be advisable to rebuild a disaster prone site or relocate the community to a safer site. These issues call for a strategic policy on rehabilitation and ecology entwined together to holistically benefit the community and the destination as a whole (APA, 2014). b) Economy: i) Business Infrastructure: Business revitalization is essential for any community to get back RQWUDFN1RPDWWHUKRZPXFKUHGHYHORSPHQWWDNHVSODFHWLOOWKHORFDOHFRQRP\GRHVQ¶WVWDUW functioning, the place cannot revive in the true sense (APA, 2014). In the case of areas around Kedarnath which have a heavy reliance on tourism, it becomes significant that the 64 Indian Journal of Applied Hospitality & Tourism Research

infrastructure for business needs to be redeveloped. Not only would the business infrastructure promote economic activity, it would also be able to help the community in many ways (IFRC, 2012). Availability of convenience goods and food supplies at retail outlets, jobs, medicine, drinking water etc. would help in speedier and feasible economic recovery. ii) Business Subsidies: As the business infrastructure along with social infrastructure is still being developed, it is important that business subsidies are given, so that business houses still find it feasible for operations to be continued in the disaster hit area (The Disaster Handbook, 1998). Without business subsidies, there would be chaos since the needs of the community would not be met. iii) Ethics: Every time a disaster affects a place, there are people and businesses that try to take advantage of this event. Price of important facilities e.g. transport are hiked, black marketeering takes place, and businesses also try to sell the destination on sympathetic grounds (Kelman and Dodds, 2009). This not only hampers the recovery operations but also has a negative impact on the minds of the survivors. The survivors feel humiliated and their personal space is infringed. Therefore, DSROLF\RQµ%XVLQHVV(WKLFV¶IRUHYHU\GLVDVWHUVLWHLV a must.

c) Environment Restoration: Any natural disaster is a result of a number of factors. Some of them are manmade and some events are beyond the control of human beings. Precaution is better than cure is a strategy a disaster site should humbly follow for future. On the lines of the above statement, policy on land use, land allotment, restrictive zones, building codes and other moratoriums is important (IPCC, 2007). Also it is important that government backing is given to environmental friendly approaches. Incentives in the form of resilient building designs, energy efficiency and sustainable approaches, should be given to promote environment restoration. Policies that ensure the application of Environmental Impact Assessment (EIA) for redevelopment, soil conservation and land stabilization, air and water quality amelioration, reforestation and afforestation of degraded lands, waste management, and monitoring visitor carrying capacity along with other components need to be implemented (Silva, 2010 ; Mainka et al., 2011).

d) Funding and Aid: Disaster recovery is possible because of funding and aids from diverse sources. More often than not the actual victims of the disaster are always left behind when aid is distributed, and this in turn leads to discontent and resentment. As funding is not utilized properly or inappropriate allocations are made, the resulting redevelopment and rehabilitation efforts suffer (Rice, 2005). Therefore, a policy that invites the affected community in the decision making process and fund distribution would go a long way in confidence building and streamlining operations. This would not only put in place a set of well-defined steps but would also look at checking the embezzlement of funds.

Conclusion 3RVW GLVDVWHU PHFKDQLVP IRU HQVXULQJ D GHVWLQDWLRQ¶V UHYLYDO LV SULPDULO\ EDVHG on three components; marketing strategy, redevelopment and policy framework. The marketing VWUDWHJ\ HQVXUHV DQ HIIHFWLYH DQG HIILFLHQW PL[ RI WKH IRXU 3¶V WKDW UHVXOWV LQ D SHUIHFW combination to entice prospective visitors. It is imperative that a redevelopment strategy is in place to rebuild and rehabilitate the affected area. The redevelopment strategy would fail if it is not supported by relevant policies which ensure that the new development takes care of the old mistakes, reverses any wrong decisions, and promotes future sustainability of operations in the region. Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 65

7KH .HGDU YDOOH\¶V FRQVLGHUDEOH GHSHQGHQFH RQ WRXULVP EULQJV IRUWK WKH XUJHQW QHHG RI redevelopment and marketing in the region. The valley faces the challenge of resurgence post the disaster which should now follow a roadmap of sustainable redevelopment that is both environmentally and economically sound.

This paper serves as a research guide to marketing and policy development for a disaster struck destination. There is a need for further research into the promotion of disaster sites to mutually benefit the affected communities by empathetically and economically leveraging the disaster towards becoming a point of visitor attraction.

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Contribution of Beach Shacks to the Socio-Economic Development of Goa: Case Study Analysis Sathish Anthony1 & Helic Mario Barretto2

Abstract Goa, with a coastline of 105 kilometers, most of which are white sandy beaches, attracts a large number of tourists both domestic as well as foreign. The inflow of tourists provides employment, income and business opportunities to the locals. Tourism has contributed to the growth and development of many sectors in the State like infrastructure, hotels, transport, housing, banking, travel agencies and tour operators. It is also responsible for the significant growth and development of beach shacks. Goan beach shacks, earlier fishermen settlements, are temporary seasonal structures, erected on the beach by using local materials, serving tasty Goan food and providing adequate shelter to those who want to stay away from the scorching sun and enjoy the cool sea breeze. Beach shacks offer many services to the guests like tasty Goan food, chilled drinks, live music and provide accommodation to the tourists, close to the beach, at reasonable rates. Although shacks are seasonal, many Goans depend on them to earn a living. Shacks also help the state government to earn revenue in the form of various taxes like Luxury tax, VAT, excise duty and service tax. They also provide revenue to the local village Panchayats and the Municipalities. This paper analyzes the contribution of shacks towards the socio- economic development of Goa and identifies the stage Goan beach shacks lies in Destination Life Cycle.

Keywords: Shacks, Tourists, Accommodation, Employment, Destination Life Cycle

Introduction Goa, a tiny state on ,QGLD¶V ZHVW FRDVW LV VSUHDG RYHU  VTXDUH NLORPHWHUV ZLWK D population of 14.59 Lakh as per the 2011 census. It has a coast line of 105 kilometers, most of which are white sandy beaches, attracting a large number of tourists both domestic as well as foreign. The domestic tourists arrive in Goa during the summer and monsoon seasons while the winter season see a large number of foreign tourists. The inflow of tourist provides employment, income and business opportunities to the locals (Diniz et al, 2014). Tourism has considerably improved the social, economic and the living conditions of people in Goa (Sawant et al, 2013, and Leela, 2014). According to Noronha (1999), a large number of Goans totally depend on tourism to earn their livelihood.

Tourism has contributed to the growth and development of many sectors in the state like hotels, transport, housing, banking, travel agencies and tour operators. It is also responsible for the significant growth and development of beach shacks. Goan beach shacks, earlier fishermen settlements, (Prakash et al and Sawant, 2013) originated in the mid twentieth century are like restaurants located on the beach and relieve tourists from the heat and the sun (Kazi et al, 2004). Shacks in Goa are increasing in number every year mainly because of their lower prices and tastier preparations (Noronha, 1999). Foreign tourists mostly book their holidays to Goa only after it is confirmed that the shack allocation process has been over. Beach shacks serve fresh food at reasonable price, provide personalized service and have a bar counter (Prakash, 2013). They were initially licensed by the local village Panchayats (Noronha et al, 2003) and since 1995, the State government through the Department of Tourism issues licenses to the beach shacks because their number has increased considerably (Kazi et al, 2004). Goan shacks are seasonal as they are abandoned during the monsoon due to the inclement weather conditions and the seasonal erosion of the beaches (Noronha et al, 2003, and Prakash, 2013).

1 Principal, Narayan , Zantye College of Commerce, Bicholim, Goa, India. Email: [email protected] 2 Associate Professor, Head, Department of Commerce, Rosary College of Commerce & Arts, Goa, India. Email: [email protected] 68 Indian Journal of Applied Hospitality & Tourism Research

Literature Review A systematic literature survey has been performed in order to find out the research gap and scope of the proposed study. The literature survey has been classified into two categories i.e. studies conducted abroad and studies carried out in India.

Studies Conducted Abroad Ardahaey (2011) specifies the economic problems faced by developing countries due to tourism such as seasonal employment, inflation and limited foreign currency flows and recommends strategic short and long-term planning to solve these problems. He also says that, the economic impact of tourism can be increased by selling local products and encouraging locals to retain ownership of business that serve the tourists. Kweka et al (2003) observed that, tourism has emerged as an option to contribute to the economic growth of the developing countries. Tourism has a significant impact on the income and expenditure of the locals. It also contributes to the government tax revenues and brings in the precious foreign exchange. Brammer et al (2003) observed that, since the arrival of hippy visitors to Goa in WKH¶VWRWKHPRGHUQGD\PDVVWRXULVPKDVWRJHWKHUSXWSUHVVXUHRQWKHVRFLHW\DVZHOO as the environment. The major issues with the local community are with regard to the use of land and the use and abuse of beaches. He also focuses on the conflict between the small- scale entrepreneurs who seek a living from tourism through the running of beach shacks and the large beach front hotels and the role played by the State government to protect the interest of both these groups. According to Sparks et al (2003) restaurants are an important factor in the choice of a holiday destination for some tourists.

According to Wilson (1997) many of the international tourists have come across a few problems while on their visit to Goa like litter and garbage on the beaches, absence of sanitation and lack of toilets on the beaches, rising prices of accommodation, traffic congestion, use of child labour in the kitchens of the restaurants and high taxis fares. However, most of these problems have been overlooked by the tourists as evident from the repeat visitors encountered during the survey and these visitors have either come on their own or on the recommendations of their friends.

Studies Conducted in India Diniz et al (2014) explored the benefits and adverse effects of tourism on the psycho-social and economic life of the locals in the coastal village of Cavelossim, Goa (India) and found that tourism has negatively impacted the psycho-social life of the locals. The major economic benefits of tourism perceived were employment, increased income, improved infrastructure and increased tax revenue whereas the adverse effects were inflation, exorbitant land prices and extinction of traditional occupations. Mathew (2002) observed that, the development of tourism has a direct and positive impact on employment, income, creation of infrastructure and balanced regional development which in turn contributes to higher economic growth. Noronha (1999) oEVHUYHGWKDW*RDLVODUJHO\GHSHQGHQWRQWRXULVPDQGWKHUH¶VQRWXUQLQJ back now. Tourism in Goa has resulted in a sudden increase in the coastal land prices, conversion of agricultural and forest land, drug abuse, drug trafficking, prostitution and escalation in violence. The protests over the impact of tourism are being spread to wider sections among the Goans. However, tourism provides employment and increases the income of the locals. It has contributed to the growth of beach shacks in Goa mainly because of their lower prices and tastier preparations. Tourists in Goa prefer patronizing the shacks rather than the starred hotels. Sawant et al (2013) has attempted to study the impact of tourism on the socio cultural life of the local communities namely Dessai, Pagi, Velips and Toddy Tappers at Agonda, South-Goa. They observed that, tourism directly provide economic benefits to the Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 69

people in the form of employment, income, investments and infrastructural development. A considerable number of youth and adults belonging to these communities have either erected their own shacks or work part time as waiters and cashiers in a shack in the village during the tourist season. However, they still carry on with their traditional occupations like fishing, agriculture and toddy tapping as tourism is seasonal. Therefore, tourism has not created any cultural changes in the life of the villagers because there is less interaction between the tourists and the locals.

$FFRUGLQJ WR 6PLWKD   *RD¶V EHDFK WRXULVP KDV QRW \HW reached the much hyped VWDJQDWLRQVWDJHEXWVWLOOWKH6WDWHVKRXOGLQWURGXFHQHZIRUPVRIWRXULVPVXFKDV³Village 7RXULVP´DQGSURSHUSODQQLQJDQGVWUXFWXULQJRIWKHWRXULVPLQGXVWU\EDVHGRQ'HVWLQDWLRQ Life Cycle Model for a better future.

Solomon (2009) observed that, the rapid growth of tourism is a matter of concern to Goa due to its negative socio-economic-cultural impacts. Instead of being an industry which brought economic benefits to the local communities, Goa is being exploited by those who saw in tourism a source of immense profit. The negative trends of tourism seen in Goa are environmental degradation, urbanization of coastal villages, issues of garbage, overcrowding of beaches, exploitation of workers, criminalization of tourist hot spots, abuse of women and children and the emergence of sex tourism has its effect on the social fabric of Goan society. Therefore, all the stakeholders should come together and work for responsible tourism for the benefit of the local community.

Identification of Research Problem Literature survey throws light to the fact that no detail study has been conducted till now on Goan beach shacks which makes this study significant. Shacks provide employment, income and higher standard of living to the locals besides earning revenue to the government. This makes the present study more relevant to identify the socio-economic contribution of shacks to the stakeholders. Though beach shacks are in existence in Goa for more than forty years, they are neglected by researchers till today. Therefore, in this paper an attempt has been made to find out the socio-economic contribution of shacks to the stakeholders and to find out the stage Goan beach shacks lies in Destination Life Cycle.

Objectives The main objective of the present study is to find out the contribution of shacks towards the socio-economic development of Goa. However the specific objectives are: a) To analyze the socio-economic contribution of shacks in Goa. b) To identify the stage Goan beach shacks lies in Destination Life Cycle.

Research Questions The literature survey enabled to identify the research gap and narrow down to the objectives to be studied. In this regard the following leading research questions emerged for each of the above objectives. 1. To analyze the socio-economic contribution of shacks in Goa. x What is the role played by shacks in providing employment, income and improving the standard of living of the locals? x Do the shacks provide incremental revenue to the government each year? x Do the tourists stay in shacks during the tourist season?

70 Indian Journal of Applied Hospitality & Tourism Research

2. To identify the stage Goan beach shacks lies in Destination Life Cycle. x Which stage Goan beach shacks lies in Destination Life Cycle?

Research Methodology The data for this study is collected by using primary and secondary sources. Primary data is collected by interviewing the officials from the Department of Tourism, Director of Tourism and interviewing thirty shack owners from south Goa by serving them a well structured questionnaire. The period of study is the period of survey conducted in the month of December 2015. The secondary data is collected from the Department of Tourism ± Government of Goa, Tourism and Travel Hospitality Journals, and from related books, magazines, news papers articles and other printed and online materials.

Universe There are a total of 586 shacks in Goa during the year 2015-16 (Department of Tourism ± Government of Goa, 2015). Off these, 200 shacks are in private properties and the remaining is in government properties. The shacks which DUHLQ JRYHUQPHQW SURSHUWLHVGRQ¶WSURYLGH accommodation to the tourists.

Contribution of Shacks to the Socio-Economic Development of Goa The contribution of shacks to the socio-economic development of Goa is discussed in terms of the benefits the shacks offer to the shack owners, State government, tourists and the society as given below: a) Socio-economic benefits of shacks to the Shack Owners: i) Self-employment: As per the government beach shack policy 2013-16, the shack applicant must be unemployed and a family will get license for putting up only one beach shack during the tourist season. Therefore the first major benefit of erecting a shack to the shack owner is self-employment. ii) Income: Shacks provide employment to the family members of the shack owners thereby increasing their family income and their standard of living. Therefore, Goan shacks improve the standard of living of the people depending on shacks. iii) Profits: The purpose of erecting a shack is to earn profit and Goan shacks earn good profits every season. In fact, the profits earned by a shack at times depend upon its place of location. Shacks which are located at the entrance of the beach usually get more customers and hence earn comparatively higher profits. Also, shacks which are located at the most popular beaches in Goa like Colva, Calangute, Baga and Vagator earn more profits. iv) Status: The shack owners are recognized as businessman and command respect and status in society.

b) Benefit to the State Government: i) Revenue: The state government earns revenue from shacks annually in various forms like Security Deposit, Application Form Fees, Annual License Fees, Luxury Tax room tariff, VAT on food and eatables @ Rs. 15,000 per shack if their annual turnover is below Rs. 25 lakh, else they have to pay 12.5% on turnover. Shacks also pay excise duty on liquor sold, service tax and other taxes as applicable under the Central Excise Act. In addition to above, shacks also pay fees to the local Panchayats and Municipalities for getting various permissions at the time of its erection like getting water and electricity connections. The table below shows an average 20 percent increase in revenue collection by the state government from beach shacks during the first four years 2012-13 to 2015-16. However, in the year 2013-14 the revenue collection from beach shacks is higher by 33 percent, as Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 71

compared to other three years due to the collection of application form fees from all applicants at the beginning of the beach shack policy 2013-16. It is assumed that the state government will continue to earn in future from beach shacks incremental revenue @ 20 SHUFHQWSHU \HDU$FFRUGLQJO\WKHJRYHUQPHQW¶VUHYHQXHIURPEHDFKVKDFNVGXULQJWKH next two years 2016-17 and 2017-18 is estimated and shown above. However while estimating the 2016-17 revenue, the application form fees which may be collected at the beginning of the new shack policy 2016-19 is excluded as the amount is not fixed at this stage by the State government.

Table 1: Revenue collected by State Government from beach shacks Year Revenue from beach Trend (%) shacks (Rs.) 2012-13 2,63,83,000 100 2013-14 3,52,06,100 133.44 2114-15 3,17,74,100 90.25 2015-16 3,81,28,920 120 2016-17 Estimated 4,57,54,704 120 2017-18 Estimated 5,49,05,645 120 Source: Department of Tourism, Government of Goa and Primary Data ii) Employment: ³*RDKDVXQHPSOR\HGSHRSOH´DVRQst December, 2014 (Times of India). A shack directly employs on an average 12 people and during the year 2015-16 a total of 7000 people is working in Goan beach shacks. Therefore, the government must permit more shacks so as to reduce unemployment in the state. c) Benefits to the Tourists: i) Quality Food: Shacks offer to the tourist quality food right on the beach at cheaper price as compare to hotels. ii) Accommodation: Shacks provide cheaper accommodation to the tourist right on the beach. The room tariff in a shack varies between Rs. 1000 - Rs. 4500 per day as compare to Rs. 2000 - Rs. 15000 in hotels. A total of 4058226 tourists arrived in Goa during the year 2014 whereas; the total accommodation in hotels and guest houses in Goa during the year 2014 was 12630825 room days. (Department of Tourism ± Government of Goa, 2014) giving an average three room days per person per year. However, the average duration of stay in Goa for domestic and foreign tourists is five and nine days respectively (www.goatourism.gov.in/statistics, 2014). Since, there is a shortage of accommodation in Goa during the tourist season, shacks in private properties fill up the gap.

Table 2: Tourist arrivals and room days in Goa during the year 2014 Particulars Tourist Room days Average Surplus/Deficit Arrivals available room days in room days Off season 628190 4221810 7 2 Surplus (June to Sep. 2014) Season 3430036 8409015 3 2 Deficit (Oct. to May 2014) Source: Goa Economic Survey 2014-15 and Primary Data iii) Other benefits like: Discounts - In order to attract the tourists, some shacks offer discounts between 30 to 50 percent on food and drinks during specific hours benefiting the tourist substantially. Enjoyment- The tourist can enjoy the beautiful coast of Goa by 72 Indian Journal of Applied Hospitality & Tourism Research

sitting in a shack or lying on a deck bed as they are located on the beach. Information - Shacks provide some information about the happening in the society to the tourists.

d) Benefits to the Society: i) Image building: Many tourist visit Goa as they enjoy having tasty Goan food in a shack. They also enjoy the hospitality of the locals and the ambience in a shack which is unique. ii) Employment: Shacks provide employment to a large number of people which increases demand for various goods and services thus creating economic activity. A large number of motor cycle pilots and taxi drivers earn their living by ferrying tourists to and from the bus stand, railway station or hotels to the shacks. Shacks also provide part time employment to the people engaged in traditional occupations like fishing and toddy tapping. Thus, a shack by providing employment to people improves their standard of living. iii) Multiplier effect: The money paid by a tourist in paying his bills at a shack will be used by the shack owner to provide for the costs which it had incurred in meeting the demands of the visitors. The recipients then will use the money to meet their financial commitments and so on. iv) Higher prices for local produce: The shack owners buy fresh fish from the local fisherman by paying them good prices. They also buy local home grown vegetables at comparatively higher prices than the locals thereby benefiting the local producers. v) Growth of subsidiary business: An increase in the number of tourists and the growth of shacks increases the demand for other subsidiary businesses like water sports activities, paragliding, parasailing, boating and many more. vi) Infrastructure: Erection of shacks lead to the creation and development of roads in villages. vii) Other benefits: Development of parking areas on the beaches, installation of high mast lights at night by the government for the tourists, Installation of dustbins every 100 meters on the beaches for shacks as well as for public to dump waste (Herald 4th January, 2015) and compulsory installation of bio-chemical (green) toilets so as to keep the environment clean.

Goan Beach Shacks and Destination Life Cycle The Destination Life Cycle Model or Tourism Area Life Cycle (TALC) Model was proposed by R. W. Butler in 1980. This model has six stages as follows: Exploration, Involvement/ Investment, Development, Consolidation, Stagnation and Decline stage. Goan beach shacks has not yet reached the decline stage of the Destination Life Cycle model because of the following reasons. The number of shacks in Goa increases every year, so also the employment generated by them. In terms of number, the shacks have grown by 142 percent over the last ten years from 1985-86 to 2014-15 this shows their acceptance and popularity among the tourists in Goa. The number of tourist arrivals to Goa during the above period has grown tremendously by 523 percent (www.goatourism.gov.in/statistics/225). In terms of a ratio, there was one shack for every 11,028 tourists in Goa during the year 2014. Also, the number of Goans who apply to the State government for permission to erect a shack increases every year. In fact, during the year 2014-15, government received 1061 applications for erection of shacks on different beaches in Goa, as against this only 368 shacks were allotted by the State government (Department of Tourism -Government of Goa, 2014). Also, the State government strictly follows the terms and conditions as laid down in the beach shack policy 2013-16. Any violation is seriously dealt with by the government. All these means, Goan beach shacks are still in the growth and consolidation stage of the Destination Life Cycle.

Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 73

Conclusion Shacks provide employment, income and a higher standard of living to the locals. They provide cheaper and comfortable accommodation to the tourists close to the beach. In fact, there is a shortage of accommodation in Goa during the tourist season and shacks in private properties help to fill up the gap. Shacks contribute significantly to the State government exchequer every year. In fact, they have provided average 20 percent incremental revenue to the State government exchequer over the last four years. Shacks bring down the unemployment rate in the state by directly employing an average 12 persons per shack. In fact, the government should give permission to erect more shacks in future so as to further bring down the unemployment rate in the state. Also, shacks increases the growth of subsidiary businesses, pay better price for local produce and are responsible for creating a better infrastructure in the villages across Goa. Although, shacks are in existence in Goa for more than forty years, they are still in the growth and consolidation stage because of the strict implementation and enforcement of the rules and regulations as laid down in the beach shack policy by the state government.

References Ardahaey, T.)   ³(FRQRPLF ,PSDFWV RI 7RXULVP ,QGXVWU\´ ,QWHUQDWLRQDO -RXUQDO RI %XVLQHVV DQG 0DQDJHPHQW Volume 6. No. 8. ISSN 1833-3850. E-ISSN 1833-8119. pp. 206-215. Brammer, N., & %HHFK -RKQ   ³8VH DQG DEXVH RI WRXULVP 7KH *RDQ H[SHULHQFH´ 7RXULVP &XOWXUH  Communication. Vol. 5. pp. 23-35. &KDUL%  ³6OHD]HV6DYHVWKH6HDVRQIRUVRPH%DJD6KDFNV´7LPHVRI,QGLD*RD(GLWLRQst January, 2015, pp 1. Chari, B., Sequeira, N., & =X]DUWH-  ³-R\WRWKHZRUOGEXWVRUURZIRU*RDQWRXULVP´7KH7LPHVRI,QGLD*RD Edition. 24th December, 2014. Pp. no. 1. Das, D. (2012). ³*OREDO 0HOWGRZQ DQG 7RXULVP ,QGXVWU\ LQ *RD $Q $OWHUQDWLYH $SSURDFK´ International Journal of Innovative Research & Development. Vol. 1. Issue 9. pp. 318-327. Diniz, R., Simao, F.P., Savio. De B., & Maria, 0  ³/RFDO5HVLGHQWV3HUFHSWLRQRIWKH3V\FKR-Social and Economic ,PSDFWRI7RXULVPLQ*RD´,QWHUQDWLRQDO-RXUQDORI6FLHQWLILFDQG5HVHDUFK3XEOLFDWLRQV9ROXPH,VVXH,661- 3153. Kazi, S., & 6LTXHLUD$  ³%HDFK6KDFNVLQ1RUWK*RD´3XEOLVKHGE\7(5,7KH(QHUJ\5HVHDUFK,QVWLWXWH5HWULHYHG on 19th September, 2015, from: (Goanet-news), COMMENT: Shacks are like restaurants, but need a more long-term vision. https://www.mail-archive.com/[email protected] /msg10537.html. Kweka, J., Morrissey, O., & %ODNH$  ³7KH(FRQRPLF3RWHQWLDORI7RXULVPLQ7DQ]DQLD´-RXUQDORI,QWHUQDWLRQDO Development. J. Int. Dev. 15, 335-351 (2003). Published online in Wiley Inter Science (www.interscience.wiley.com). /HHOD 9   ³7RXULVP DQG LWV LPSDFW RQ WKH 6RFLR (FRQRPLF &RQGLWLRQV RI 5HWDLOHUV DQG 6WUHHW 9HQGRUV LQ .DQ\DNXPDUL´3K'7KHVLVLQ&RPPHUFH6XEPLWWHGWR0DQRQPDQLDP6XQGDUDQDU8QLYHUVLW\7LUXQHOYHOL Mathew, C. (2002). ³7RXULVP'HYHORSPHQWDQGLWV,PSDFWRQWKH(FRQRPLF'HYHORSPHQWRI.HUDOD´7KHVLVLQ&RPPHUFH Submitted to Mahatma Gandhi University, Kottayam. 1RURQKD )UHGHULFN   ³7HQ \HDUV ODWHU *RD VWLOO XQHDV\ RYHU WKH LPSDFW RI WRXULVP´ ,QWHUQDWLRQDO -RXrnal of Contemporary Hospitality Management. Vol. 3. pp. 100-106. Noronha, F., & Kazi, S. (2003) Beach Shacks in Goa. Publisher: TERI, The Energy Research Institute. Retrieved on 17th September, 2015 from: goanet-news.goanet_narkive.com/zcZGDtPri/Comment-shacks-are-like-restaurants-but-need-a- more-long-term-vision. Prakash, V.B. (2013). Beach Shacks in Goa - Design of a Temporary One-room Living Space- A Fundamental Research Program (FRP). Submitted to M. Des. (Industrial Design), IIT Bombay during the second semester. Guide: Munshi, K. Retrieved on 19th September, 2015 from: www.dsource.in/case-study/frp-beach/pdf/beach-shacks-in-goa.pdf. 5DMHVK.  ³&RDVWDO7RXULVPLQ.HUDOD,W¶V,PSDFWRQ(FRQRP\DQG(QYLURQPHQW´7KHVLVLQ(FRQRPLFV&RFKLQ University of Science and Technology. Rodriguez, J.R.O., Lopez, E.P., & Estevez, V.Y. (2008). The sustainability of island destinations: Tourism area life cycle and teleological perspectives. The case of Tenerife. Tourism Management 29 (2008) 53-65. Available online at www.sciencedirect.com. 74 Indian Journal of Applied Hospitality & Tourism Research

Sawant, N.N., Malkarnekar, D.S., & Gokhale, K.'  ³%HDFK7RXULVPDQGLWV6RFLR&XOWXUDO,PSDFWV± A Study of Perspectives of Rural Community ± Agonda, Goa ± ,QGLD´ -RXUQDO RI ,QWHUQDWLRQDO $FDGHPLF 5HVHDUFK IRU Multidisciplinary. ISSN: 2320-5083. Volume 1. Impact Factor 1.393. pp. 508-520. Smitha, G.%  ³7RXULVPDQGLWVLPSDFWRQUXUDOHQWUHSUHQHXUVKLSLQ*RD$QHPSLULFDOVWXG\IRUSURPRWLQJYLOODJH WRXULVPLQ*RD´$WKHVLVVXEPLWWHGWR*RD8QLYHUVLW\Ln Commerce. Smitha, K.B. (2010). ³'HVWLQDWLRQ/LIH&\FOHDQG$VVHVVPHQW± $6WXG\RI*RD7RXULVP,QGXVWU\´ South Asian Journal of Tourism and Heritage. Vol. 3, No. 2. 6RORPRQ 5   ³7KH &KDOOHQJH DQG 3URVSHFWV RI 7RXULVP LQ *RD 7RGD\´ $UWLFOH 3XEOished by: J & B Printers, Bengalure, for Council for Social Justice and Peace, Panjim. pp. 1-87. Sparks, B., Bowen, J., & .ODJ 6   ³5HVWDXUDQWV DQG WKH WRXULVW PDUNHW´ ,QWHUQDWLRQDO -RXUQDO RI &RQWHPSRUDU\ Hospitality Management. Vol. 15(1). pp. 6-13. ISSN: 0959-6119. 7KH+HUDOG  ³0DQXDOFOHDQLQJRIWKHEHDFKHV´th January, 2015. Pp. no. 7. Wilson, David. (1997). ³3DUDGR[HVRI7RXULVPLQ*RD´ Annals of Tourism Research. Printed in UK. Vol. 24. No. 1, pp. 52- 75.

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Local Food and Beverage in Tourism: The Cuisine of Lucknow Jatashankar R. Tewari1

Abstract The local food and beverage of the destination is gaining the attention of the tourist visiting the place. Nearly, all tourists eat and dine out while on their holiday (Shenoy, 2005). Local food is added as an additional unique feature of the destination. The modern day travelers are seeking more from destination to compliment their experience and making their trip more pleasurable. The food and beverage of the destination is among the discussion of the tourists when they are back from their holiday. The present study is aimed at identifying the various factors that influence the tourist in sampling the local food and beverage of the destination. The extensive survey of literature suggests the factors like authenticity, taste, aroma, nutritive value, value for money etc. are important factor in influencing consumption of local food and beverage at destination. The research methodology employed in present study was descriptive. The data was collected using well constructed instrument in the area of study-Lucknow. The data was then coded and tabulated to generate meaningful information. The descriptive and inferential statistics were employed in drawing conclusions.

Keywords: Awadhi Cuisine, Food as Tourist Attraction, Local Food in Tourism, Local Beverage in Tourism, Food Tourism

Introduction The tourists are becoming more sensitive in selecting their food and beverage at destination. Pillsbury (1990) divides food catering into two categories; body food and soul food. Body food comes from fast food restaurants, which fulfil the need to feed the stomach rapidly in standardized environments that do not challenge the intellectual capacities. Further, soul food has another appeal. The pleasures of the environment and the company of other people is an essential part of the eating experience. Selection of food that a tourist consumes is based on various factors. The motivation typology developed by McIntosh (1995), suggests that physical motivators were related to WRXULVWV¶UHDO experiences during the trip. For example, tourists experienced the cuisine through sampling of the food, looking at attractive food presentation and smelling the aroma of the food. In terms of cultural motivators, there seemed to be a strong relationship between food and culture (Reynolds, 1993). The literature review of (Chowdhury et. al., 1998), (Jain and Etgar, 1997), (Letarte et.al., 1997), (Rozin & Vollmecke, 2001), (Tewari, J. R., 2011,) and (Tewari, J. R. & Gangotia, A., 2013) identifies several most common attributes of food like eye appeal, aroma, taste, flavour, freshness, nutritional value, uniqueness, spiciness, hygienic preparation of food and value for money. The factors like authenticity, taste, aroma, presentation, hygiene, value for money, nutrition, novelty, cultural association and prestige satisfaction of the tourist were selected for study.

The area of study: Lucknow is believed to be founded by Lakshman, the brother of the Lord Rama of Indian epic Ramayana (Mookherji, 1883). The district is in the direction north-west by south-east across the 81st meridian, which passes through Lucknow, the capital of the province, at about its centre. It lies between 27° 12' and 26° 30' parallels of north latitude, and 80° 35' and 81° 18' east longitude. Its average length is about forty-five, miles and breadth twenty-five, and it contains an area of 955 square miles.

The cuisine of Lucknow-Awadhi Cuisine The cuisine of Lucknow is amalgamation of Hindu and Muslim cooking therefore, it includes dishes of both type i.e. vegetarian and non-vegetarian. The non-vegetarian dishes from

1 Assistant Professor & Director(I/C), School of Tourism, Hospitality & Hotel Management, Uttarakhand Open University, Uttarakhand, India. Email: [email protected] 76 Indian Journal of Applied Hospitality & Tourism Research

Awadh include use of lamb, poultry, game birds, and fish (fresh water fishes obtained from lakes and streams). The plain of North India is ideal for agriculture, raising domestic animals like goats, sheep, and poultry. The breakfast in Lucknow may include QDKDUL DQGĴNXOFKD (Jaffrey, 1985). The lunch would consist of elaborate dishes like kebabs, kormas, biryani, kaliya, zarda, sheermal, roomali rotis and warqi parathas. Dinner is more elaborative and includes an assortment of vegetarian and non-vegetarian dishes along with sweet dish. Both major meal comes to an end with Paan, it is made using betel leave, betel nut (cut into thin strips and flavoured), kattha, slaked lime, gold/silver coated cardamom seeds, fennel, sugar candy, zarda etc. Some of the well known awadhi dishes are Badam Pasand, Kaju Curry, Chicken Reshmi Kabab, Makhmali Kofta, Murg Badam Pasanda, Soorkh Murg, Dum Biryani, Nahari, Nargisi Kofta, Kakori Kabab, Navrattan Korma, Paneer Lababdar, Malpua, Phirni, etc. (Khosla, 2007).

Objectives of Study The present research was carried out to identify the factors influencing consumption of local food and beverage of Lucknow by tourists visiting the Lucknow. The objectives of the study are as under: x To identify the factors influencing the consumption of local food and beverages in Lucknow as a tourist destination. x To analyse the association between demographic factors and consumption of local food and beverage by tourist at Lucknow.

Research Questions To attain the objectives of the study following research questions were framed: x What factors influences the consumption of local food and beverages at tourist destination? x Is there any significant association between consumption of local food and beverage by tourists at destination and demographic factors like age, sex, marital status, educational qualification, occupation and annual income of tourist?

Research Methodology, Analysis and Results The present study is descriptive and survey method was employed for collecting data. The target population of this investigation were tourists who visited Lucknow during the period of study. A survey instrument (questionnaire) was developed in order to address the objectives of the study. During the development phase, the instrument was analysed by a fellow faculty member well versed in research methodology and few experts from the Tourism and Hotel Management, in order to determine content and face validity of the survey instrument. The ILQDO LQVWUXPHQW FRQWDLQV WZHQW\ LWHPV GLYLGHG LQWR WZR VHFWLRQV 6HFWLRQ µ$¶ FRQWDLQLQJ eleven items deals with identifying factors influencing the consumption of local food and beverages in Lucknow as a tourism destination and section B of the instrument contained nine items to collect socio-demographic data of respondents like their age, sex, marital status, education, occupation and annual household income. A five point likert scale were used for item one to item eleven where respondents were asked to select their choice from 1 for never, 2 for rarely, 3 for sometime, 4 for frequently and 5 for always as their response. The respondents were opted to choose their current age group (Up to 25 Years, 26 to 40 Years, 41 to 60 Years, and Above 60 Years), Sex (male or female), marital status (Un-married; married; widowed; divorced or separated), Occupation (Student; Unemployed; Employed; Self- employed; Home maker and Retired), education (No formal Education; Up to High School; Graduate; Post Graduate; Professional; and Ph.D. and above) and annual household income (Up to 3,00,000/- ; 3,00,001/- to 5,00,000/- ; 5,00,001/- to 10,00,000/- ; Above 10,00,000/-). The reliability of a set of construct is measured by calculDWLQJ&URQEDFK¶VDOSKD &URQEDFK Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 77

1951) developed by Cronbach, L. J. in 1951. &URQEDFK¶VDOSKDLVWKHPRVWFRPPRQO\XVHG measure of reliability for a set of two or more construct indicators (Sijtsma, 2009). The value RI&URQEDFK¶VDOSKD Į IRUSUHVHQWVWXG\ZDVIRXQGWREHZKLFKLQGLFDWHVWKHEHWWHU reliability of the construct of the tool. The pilot study was conducted to check the variables. Due to unavailability of sampling frame as there is no list of total tourist arriving at destination was available prior to their visit the incidental and purposive sampling technique was used in present study. The sample was selected on the basis of the need of the study at the judgments of the researcher based on rationales of study and data was collected by researcher by personally interviewing individuals, recording their answers in a structured questionnaire specially designed for the purpose. In the process of study, the researchers faced some limitations like lack of access to reliable websites, lack of accessibility to digital libraries, time limitations and lack of financial resources to conduct the research round the year as Lucknow receives tourists round the year. Data analysis was performed using Statistical Package for Social Sciences. Both descriptive and inferential statistics along with percentage analysis were used in this study. The demographic profiling of the respondents like their age, sex, marital status, education, occupation and annual household income was done using descriptive statistics and inferential statics like chi-square test were also performed.

Demographic Information Data was collected by personally interviewing individuals and recording their responses in a structured questionnaire specially designed for the purpose. A total of Eighty Five responses were recorded by a designed questionnaire. Demographic profile of respondents is summarized in table 1. The study revealed that 48.2% respondents were male and 51.8% respondents were female. According to age group the respondents were 9.4% up to 25 years, 70.6% were between 26 years to 40 years and 20% respondents were above 40 years of age. 22.4% of the respondents were having no formal education, 50.6% of the respondents were having education up to graduation and remaining 27.1% of the respondents were above Post graduate in academic qualification. There were 34.1% students, 10.6% un-employed, 45.9% employed and 9.4% were retired people. There were 27.1% un-married and 72.9% married respondents. 25.9% respondents were having income up to 3 Lakhs, 24.7% between 3to 5 Lakhs, 32.9% were having income range of 5 Lakhs to 10 Lakhs and 16.5% respondents were having income above 10 Lakhs per annum.

Table 1: Demographic Profile of Respondents (N=85) Frequency Percent Valid Cumulative Percent Percent Up to 25 Years 8 9.4 9.4 9.4 Age 26 Years to 40 Years 60 70.6 70.6 80.0 Above 40 Years 17 20.0 20.0 100.0 Female 44 51.8 51.8 51.8 Sex Male 41 48.2 48.2 100.0 Un-married 23 27.1 27.1 27.1 Marital Status Married 62 72.9 72.9 100.0 No Formal Education 19 22.4 22.4 22.4 Educational Up to Graduation 43 50.6 50.6 72.9 Qualification Post Graduation and Above 23 27.1 27.1 100.0 Student 29 34.1 34.1 34.1 Occupation Un-employed 9 10.6 10.6 44.7 Employed 39 45.9 45.9 90.6 78 Indian Journal of Applied Hospitality & Tourism Research

Retired 8 9.4 9.4 100.0 Up to Rs 300000 22 25.9 25.9 25.9 Annual Income Rs 300001 to Rs 500000 21 24.7 24.7 50.6 in Indian Rs 500001 to Rs 1000000 28 32.9 32.9 83.5 Rupees Above Rs 1000000 14 16.5 16.5 100.0

Factors influencing the consumption of local food and beverages in Lucknow as a tourism destination The extensive survey of literature reveals that factors like authenticity of food (Dishes and Beverages), taste, aroma, presentation and garnishing of the local dishes, cultural association, nutritional aspect, hygienic cooking and service & reasonable pricing of the dishes of local food, and prestige of tourist associated with eating local food at destination influences the consumption of the local food and beverage at tourist destination. A well structured questionnaire containing questions related to the above factors were constructed and administered among the respondent and the item wise analysis of the same is represented in table 2. The analysis of the responses reveals that:

Figure 1: RHVSRQGHQW¶VUHVSRQVHDERXWWKHLUFRQVXPSWLRQRIORFDOIRRGDQGEHYHUDJHDWGHVWLQDWLRQ

x 3.5% respondents never consumed local food and beverage at destination, 21.2% respondents rarely consumes local food and beverage, 38.8% respondents some time consumes local food and beverage, 23.5% respondents frequently consumes local food and beverage, and 12.9% respondents always consumes local food and beverage at destination. This above histogram (Figure 1) shows the maximum participants have marked some time, frequently and always in compression to rarely and never option, this clearly indicates that tourist were consuming local food and beverage at destination. x In the item of authenticity of local food and beverage of the destination 8.2% respondents never cared about authenticity of local food and beverage, 21.2% respondents rarely cared about authenticity of local food and beverage, 27.1% respondents sometime cared about authenticity of local food and beverage, 29.4% respondents frequently cared about authenticity of local food and beverage, and 14.1% respondents always cared about authenticity of local food and beverage. x In the item of taste of local food and beverage of the destination 10.6% respondents never cared about taste of local food and beverage, 11.8% respondents rarely cared about taste of local food and beverage, 21.2% respondents sometime cared about taste of local food Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 79

and beverage, 31.8% respondents frequently cared about taste of local food and beverage, and 24.7% respondents always cared about taste of local food and beverage. x In the item of aroma of local food and beverage of the destination 9.4% respondents never cared about aroma of local food and beverage, 21.2% respondents rarely cared about aroma of local food and beverage, 32.9% respondents sometime cared about aroma of local food and beverage, 27.1% respondents frequently cared about aroma of local food and beverage, and 9.4% respondents always cared about aroma of local food and beverage. x In the item of presentation and decoration of local food and beverage of the destination 71.% respondents never cared about presentation and decoration of local food and beverage, 9.4% respondents rarely cared about presentation and decoration of local food and beverage, 22.4% respondents sometime cared about presentation and decoration of local food and beverage, 42.4% respondents frequently cared about presentation and decoration of local food and beverage, and 18.8% respondents always cared about presentation and decoration of local food and beverage. x In the item of cultural association of local food and beverage with destination 4.7% respondents never cared about cultural association of local food and beverage with destination, 10.6% respondents rarely cared about cultural association of local food and beverage with destination, 21.2%% respondents sometime cared about cultural association of local food and beverage with destination 44.7%% respondents frequently cared about cultural association of local food and beverage with destination, and 18.8%% respondents always cared about cultural association of local food and beverage with destination. x In the item of nutritional value of local food and beverage of the destination 7.1% respondents never cared about nutritional value of local food and beverage, 7.1% respondents rarely cared about nutritional value of local food and beverage 44.7% respondents sometime cared about nutritional value of local food and beverage 24.7% respondents frequently cared about nutritional value of local food and beverage, and 16.5% respondents always cared about nutritional value of local food and beverage. x In the item of hygienic cooking and service of local food and beverage of the destination 8.2% respondents never cared about hygienic cooking and service of local food and beverage, 17.6% respondents rarely cared about hygienic cooking and service of local food and beverage, 31.8% respondents sometime cared about hygienic cooking and service of local food and beverage, 23.5% respondents frequently cared about hygienic cooking and service of local food and beverage, and 18.8% respondents always cared about hygienic cooking and service of local food and beverage. x In the item of reasonable price of local food and beverage of the destination 7.1% respondents never cared about reasonable price of local food and beverage, 9.4% respondents rarely cared about reasonable price of local food and beverage, 22.4% respondents sometime cared about reasonable price of local food and beverage, 42.4% respondents frequently cared about reasonable price of local food and beverage, and 18.8% respondents always cared about reasonable price of local food and beverage. x In the item of innovativeness of local food and beverage of the destination 4.7% respondents never cared about innovativeness of local food and beverage, 10.6% respondents rarely cared about innovativeness of local food and beverage, 21.2% respondents sometime cared about innovativeness of local food and beverage, 44.7% respondents frequently cared about innovativeness of local food and beverage, and 18.8% respondents always cared about innovativeness of local food and beverage.

80 Indian Journal of Applied Hospitality & Tourism Research

Table 2: Factor influencing consumption of local food and responses of respondents (N=85) Valid S. No. Question for respondents Responses Frequency Percent 1 I consume local food and beverage at Never 3 3.5 destination Rarely 18 21.2 Sometime 33 38.8 Frequently 20 23.5 Always 11 12.9 2 I prefer to eat authentic local food Never 7 8.2 Rarely 18 21.2 Sometime 23 27.1 Frequently 25 29.4 Always 12 14.1 3 I prefer to eat tasty local food Never 9 10.6 Rarely 10 11.8 Sometime 18 21.2 Frequently 27 31.8 Always 21 24.7 4 I prefer to eat local food having Never 8 9.4 pleasant aroma Rarely 18 21.2 Sometime 28 32.9 Frequently 23 27.1 Always 8 9.4 5 I prefer to eat well decorated local food Never 6 7.1 Rarely 8 9.4 Sometime 19 22.4 Frequently 36 42.4 Always 16 18.8 6 I prefer to eat local food having cultural Never 4 4.7 association of place Rarely 9 10.6 Sometime 18 21.2 Frequently 38 44.7 Always 16 18.8 7 I prefer to eat nutritious local food Never 6 7.1 Rarely 6 7.1 Sometime 38 44.7 Frequently 21 24.7 Always 14 16.5 8 I prefer to eat hygienically prepared Never 7 8.2 and served local food Rarely 15 17.6 Sometime 27 31.8 Frequently 20 23.5 Always 16 18.8 9 I prefer to eat reasonably price of local Never 6 7.1 food Rarely 8 9.4 Sometime 19 22.4 Frequently 36 42.4 Always 16 18.8 10 I prefer to eat novelty dishes of local Never 4 4.7 food Rarely 9 10.6 Sometime 18 21.2 Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 81

Frequently 38 44.7 Always 16 18.8 11 I prefer to eat local food satisfying my Never 8 9.4 pride Rarely 11 12.9 Sometime 34 40.0 Frequently 18 21.2 Always 14 16.5 x In the item of satisfying prestige issue of tourist with respect to consumption of local food and beverage of the destination 9.4% respondents never cared about prestige issue in consuming local food and beverage, 12.9%% respondents rarely cared about prestige issue in consuming local food and beverage, 40%% respondents sometime cared about prestige issue in consuming local food and beverage, 21.2%% respondents always cared about prestige issue in consuming local food and beverage, and 16.5% % respondents never cared about prestige issue in consuming local food and beverage.

Demographic factors influencing the consumption of local food and beverages in Lucknow as a tourism destination The demographic variables were cross tabulated with the response to the question number RQH RI WKH TXHVWLRQQDLUH µ, FRQVXPH ORFDO IRRG DQG EHYHUDJH DW GHVWLQDWLRQ¶ the data thus obtained was tabulated in table 3 to table 6. The analyses of each variable of demographic factors (age, sex, marital status, education, occupation, and annual income) demonstrate the relation on consumption of local food and beverage by tourist. Age: The significance of age of respondent and consumption of local food and beverage is analysed using chi-square test. The Chi-Square Tests between age of respondent and consumption of local food and beverage is presented in table 3 and the cross tabulation of age of respondent and consumption of local food and beverage is presented in table 4. The FDOFXODWHG YDOXH RI Ȥ2 (16.  DW GHJUHH RI IUHHGRP  LV KLJKHU WKDQ WDEOH YDOXH RI Ȥ2 (15.507), therefore, there exist significant association between consumption of local food and beverage and age of respondent.

Table 3: Chi-Square Tests (Age of respondent and Consumption of local food and beverage) Value df Asymp. Sig. (2-sided) Pearson Chi-Square 16.384a 8 .037 Likelihood Ratio 12.765 8 .120 Linear-by-Linear Association .371 1 .543 N of Valid Cases 85 a. 10 cells (66.7%) have expected count less than 5. The minimum expected count is .28.

Further on close observation of the table 4 it is evident the tourist of age group between 26 years to 40 years of age group are convincing consumer of local food and beverage in compression to other two age groups; up to 25 years and above 40 years. Sex: The significance of sex of respondent and consumption of local food and beverage is analysed using chi-square test. The Chi-Square Tests between sex of respondent and consumption of local food and beverage is presented in table 5 and the cross tabulation of sex of respondent and consumption of local food and beverage is presented in table 6. The FDOFXODWHGYDOXHRIȤ2  DWGHJUHHRIIUHHGRPLVORZHUWKDQWDEOHYDOXHRIȤ2 (9.488), therefore, there is no significant association between consumption of local food and beverage and sex of tourist. 82 Indian Journal of Applied Hospitality & Tourism Research

Table 4: Consumption of local food and beverage at destination (Age of respondent Cross tabulation) Age Total Up to 25 26 Years to Above 40 Years 40 Years Years Never 2 1 0 3 I consume local Rarely 0 15 3 18 food and beverage Sometime 4 20 9 33 at destination Frequently 1 16 3 20 Always 1 8 2 11 Total 8 60 17 85

Table 5: Chi-Square Tests (Sex of respondent and Consumption of local food and beverage) Value df Asymp. Sig. (2-sided) Pearson Chi-Square 4.413a 4 .353 Likelihood Ratio 5.578 4 .233 Linear-by-Linear Association .236 1 .627 N of Valid Cases 85 a. 2 cells (20.0%) have expected count less than 5. The minimum expected count is 1.45.

Further on close observation of the table 6 it is evident the male tourist are insignificantly convincing consumer of local food and beverage in compression female tourists, that means male and female tourists are approximately equal on the basis of consumption of local food and beverage at destination.

Table 6: Consumption of local food and beverage at destination (Sex of respondent Cross-tabulation) Sex Total Female Male I consume local Never 3 0 3 food and Rarely 10 8 18 beverage at Sometime 15 18 33 destination Frequently 9 11 20 Always 7 4 11 Total 44 41 85

Similarly, other demographic variable like marital status of respondents, educational qualification of respondents, occupation of respondents, and annual income of respondents were not significantly associated with consumption of local food and beverage at destination. Therefore, it may be inferred that only age of the respondents were significantly associated with consumption of local food and beverage at destination whereas the other demographic variables like sex, marital status, educational qualification, occupation and annual income were playing insignificant role in consumption of local food and beverage at destination.

Conclusions and Discussions The study reveals that a large chunk of respondents consumes local food and beverage of destination and most of them preferred the attribute of local food like authenticity, sensory characteristics (taste, aroma, presentation and garnish), cultural representation, hygiene in cooking and serving the dishes, perceived nutritional gain, and other factors like innovativeness, value for money and ability to satisfy the prestige needs of tourists. The demographic factors like age, sex, marital status, educational qualification, occupation and Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 83

annual income of tourist influences the consumption of local food and beverage at tourist destination. The study reveals that there is a significant association between age of tourist and consumption of local food and beverage at destination whereas, other demographic variable like sex, marital status of respondents, educational qualification of respondents, occupation of respondents, and annual income of respondents were not significantly associated with consumption of local food and beverage at destination.

In the light of above findings it is suggested that a destination wishing to emerge as culinary/gastronomic tourist destination should adhere to the factors like authenticity of food (Food and Beverages), taste of the local food, aroma of the local food, presentation and garnishing of the local dishes, cultural association of dishes of local food, nutritional aspect of the dishes of the local food, hygienic cooking and service of the dishes of local food, reasonable pricing of the dishes of local food, and should meet the prestige issues of tourist at destination. The establishments offering local food should provide authentic, tasty, hygienic, nutritious food to attract more tourists and spread the local food and beverage as a unique feature of the destination. The tourist of age group between 26 years to 40 years are more promising consumer of local food and beverage in compression to other age groups hence, the food and beverage services providing establishments must take extra care the tourist having age group 26 years to 40 years. Keeping these factors in mind the restaurants and food service providers may market the Lucknow as culinary tourist destination among the tourist.

Reference Chowdhury et al. (1998). Alternative modes of measuring store image: an empirical assessment of structured versus unstructured measures, Journal of Marketing Theory and Practice 6 (1998), pp. 21±36. Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16, 297-334. DOI: 10.1007/BF02310555 Jaffrey, M. (1985). A Taste of India. New Your: MacMillan. Jain, A.K., & Michael E. (1977). Overlap In Retail Outlet and Product Innovator Characteristics. Journal of Retailing.53 (2): 63±75. Khosla, A. (2007). Culture and Household Cookery. New Delhi: Discovery Publishing. Letarte et al., (1997). A. Letarte, L. Dube and V. Troche, Similarities and differences in affective and cognitive origins of food likings and dislikes, Appetite 28 (1997), pp. 115±129. McIntosh, E. (1995). American food habits in historical perspective, Westport, CT: Praeger. Mookherji, P. (1883). The Pictorial Lucknow. Lucknow: Aseian Educational Services. Pillsbury, R. (1990). From boarding House to Bistro, Cambridge MA: Unwin Hyman Reynolds, P. (1993). Food and Tourism: Towards an understanding of sustainable culture. Journal of Sustainable Tourism, 1(1), 48-54 Rozin, P., & Vollmecke, T. (2001). Food likes and dislikes, Annual Review of Nutrition 6 (2001), pp. 433±456 Shenoy, S. S. (2005). Food Tourism and the Culinary Tourist. Unpublished PhD thesis. USA: Clemson University. 6LMWVPD.  2QWKHXVHWKHPLVXVHDQGWKHYHU\OLPLWHGXVHIXOQHVVRI&URQEDFKµVDOSKDPsychometrika, 74, 107- 120. DOI: 10.1007/s11336-008-9101-0 Tewari, J. R. & Gangotia, A. (2013). Perceived attributes of Kumauni food from the perspective of the tourist. Pacific Hospitality Review, Vol. 1, issue 1. pp 51-54 Tewari, J.R. (2011). Perceived attributes of Indian regional food from the perspective of the tourist: A study at selected tourist destination of Uttar Pradesh, India. Paper presented in The Inaugural India International Hotel, Travel and Tourism Research Conference: Examining and Debating Trends Challenges and issues, conference proceedings pp 208-210

84 Indian Journal of Applied Hospitality & Tourism Research

Impact of Living Away From Family on the Eating Habits of Young Adolescents in a University Town S. Kaliappan1 & Vasanthan Sigamany2

Abstract Eating habits of young adolescents are inculcated by parents and members of the family right through childhood. Some parents, both working and single due to several reasons are negligent in cooking healthy meals for their children, and this leads to developing poor eating habits later in life. Different food habits are inculcated during their elementary, primary and secondary education. Earlier studies show that major changes in their food habits happen when they start living away from the family setup.

This study is to find the changes in food habits in students who have joined residential programmes. Target group are the students of hotel management who have nutrition as a part of their curriculum and have studied about food. The liberty to choose what to eat and when to eat, availability of restaurants and fast food outlets, added to peer pressure and friends have led many adolescents to shift towards junk food. Other factors like their sleeping patterns, life style ,internet gaming, and academic work make the present day adolescents to be awake in the night resulting in missing the scheduled breakfast, lunch and dinner in the institutional catering system. They are driven towards unhealthy junk food which is available in the extended hours at their door step. Study reveals that staying away from family set-up radically influences their eating habits. The findings of the study is an attempt to make key decisions by public office to take action on controlling the overloading of junk food, encouraging by subsidizing healthy/organic food .Government and private school officials to conduct awareness on healthy dietary food programme in schools and colleges

Keywords: Food Behaviors, Adolescents Eating Habits, Nutrition, Trends in Food Consumption

Background A generally accepted theory that food habits practiced during childhood and adolescence are to be sustained into adulthood and are difficult to change (Coulson, 1998) (Hill, 1998). Adolescence food habits can be a determining issue of the health of an individual future. This VWDJHLVH[SODLQHGLQWKH$PHULFDQ+HULWDJH0HGLFDO'LFWLRQDU\DV ³WKHSHULRGRISK\VLFDO and psychological developPHQWIURPWKHRQVHWRISXEHUW\WRFRPSOHWHJURZWKDQGPDWXULW\´ (The American Heritage Medical Dictionary, 2009). The popularity of unbalanced fast food over the traditional meals is on a rise among the urban adolescents. The frequency of consumption of fast food increases at the final few years of the adolescents.

This phenomenon is not confined only in the developed countries, but has been recognized as a significant problem in developing countries and countries undergoing economic transition (Popkin, 2004). The pressures of both members of the family (men and women) working alongside, time limitations, affordability and accessibility of food have lead to an increase in the demand for restaurants. The expanding utilization of fast food is global, influenced by changing lifestyles (Belasco, 2002). It has been expressed that college students frequents fast foods outlet. The reasons for eating at restaurants include menu decisions, cost, comfort, taste, socializing with friends, a chance to get out, advertisement, and location (Driskell, 2006) (Sneed J, 1991) (Hertzler, 1996).

India is undergoing rapid nutritional transition. There is an increased inclination to replace conventional meals with junk foods. Urban adolescent has been associated with high frequency of intake of heavy nourishments. The changes in the life styles, income levels,

1 Assistant Professor, W.G.S.H.A., Manipal University, Karnataka, India. Email: [email protected] 2 Associate Professor, W.G.S.H.A., Manipal University, Karnataka, India. Email: [email protected] Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 85

social structure and consumption patterns of Indians in the last decade explains the eagerness to eat meals and socialize over food outside of the home. This phenomenon is obvious from the increase in the number of shopping malls and hypermarkets across the country. The nation has prompted a rising interest for the developing number of fast food chains and restaurants. Review by (Pearson, 2009) pointed at adolescent and children studies, found that parental education, household income and occupational status are the most researched demographic variables in adolescent studies. Teenagers make many more choices for themselves than they did as children. Globalization is eroding traditional foods and offering more food choice and accessibility, all of which could influence their eating patterns (Contento, 2006).

Research Problem As most of the eating habit are inculcated during this crucial period the eating behavioral changes have come to spot light irregular eating and sleeping patterns, skipping meals, snacking are mainly influenced by the natural boosts such as television advertisements, classmates, social gatherings, etc. (Story, 2002) (Lipsky LM, 2012).

The purpose of the study is to identify the food choice and eating habits among college students in a residential programme. While much has been written about aberrant adolescent nutrition practices, generally little study has been devoted to factors that influence more typical eating behavior across the general juvenile populace. It is generally accepted that dietary habits established during youth and puberty have a tendency to be conveyed into adulthood (Blanchette L, 2005).

Objective To review the eating patterns of the students enrolled in residential programme in university town of Manipal. x To assess the factors that influence adolescent food choices and eating behavior. x To evaluate the association of knowledge and their eating habits.

Additionally, the following factors were examined and analyzed: dietary knowledge, meal frequency, and eating from the canteen.

Literature Review The following study addresses WKDW WKH DGROHVFHQWµV HDWLQJ KDELWV LV D FKRLFH RI LQGLYLGXDO attitudes, beliefs, knowledge, dieting, and environmental influences like social environmental, physical environmental (Story, 2002). Natural impacts on pre-adults eating practices and food choices include family members, teachers, peers, marketing and advertising, and also the accessibility and availability of foods. The drivers to the food preferences of adolescents are of interest to many researches (Shi Z, 2005) (Lien N, 2002) (Neumark-Sztainer, 2003).

Researchers found that the phenomena was not only with the affluent urban population but also in many developing countries, this phenomena was noticed in the past two decade which is growing in alarming pace in both developed and developing countries with the changing work and life style which has become less active (Popkin, 2004). Food habits of college students are of concern because of the trends of students to skip meals, and consuming fast food researchers have noticed several factors that are related to those practices, such as, academic pressure, peer pressure availability and food habits developed in their early part of their adolescence (Hernon, 1986). Studies have pointed out that frequent consumption of food 86 Indian Journal of Applied Hospitality & Tourism Research

away from home has contributed to increase in intake of energy- dense, fat and reduced intake of vitamins (Haines, 1992).Studies have focused on one aspect of food intake, such as food intake from home or food consumption in restaurant or fast-food restaurant (Akan, 1995).

Globally, food is shifting from fiber rich food to protein rich food, mostly the processed food and sugar enriched diets. Sugar became the predominant sweetener most likely in the 17th or 18th century when the New World began producing large quantities of sugar at reduced prices (popkin, 2003). The popular local drinks are taken over by soft drinks and sugared fruit drinks is a critical element in the shift in diet (Guthrie, 2000) (Harnack, 1999). Take away food (available in fast food places, restaurants and bakeries) contributes considerably to daily energy intake and accounts for roughly one-third of energy intake among the adolescent population (Bowman, 2004).

Parents influence plays important factors in DGROHVFHQWV¶ food habit. They prefer having their children watch television at home rather than letting them to play outside because they have to concentrate on work and other day to day activities. Parents are then able to complete their chores while keeping an eye on their children (Gordon-Larsen, 2004) parents eating certain foods in front of their child; and making foods available and accessible. CKLOGµVNQRZOHGJH what a child prefers, expects, believes largely determines the food choices (Cullen, 2001).

Skipping meals especially breakfast is becoming a common phenomenon among adolescents during middle and late adolescence. The reaction from the adolescence are lack of time, keeping awake in the late night desire to sleep longer in the morning, absence of hunger, and dieting to lose weight. Skipping breakfast affects concentration, learning, and academic performance (Story, 2002). As teenagers become more independent, eating away from home increases. Considerable number of teen eating happens to be outside the home. Eating out at fast food restaurants has direct bearing on the nutritional status of adolescents. Many fast foods are high in fat and low in fiber and nutrients during adolescence, teens spend less time with family and more time with friends (Story, 2002).

Taste of the fooGDOVRSOD\VDQLPSRUWDQWIDFWRUDPRQJDGROHVFHQWVIORFNLQJWRZDUGVµMXQN¶ food tasting better than the conventional foods; most of the adolescents reported that taste, trailed by craving and cost, were the most important factors in their choice of snacks and fast food joints (French, 1999). Social independence, when linked with the greater purchasing power available to many young people for supper, snacks and beverages, has been related with changes in dietary behavior adolesceQW¶VVRXUFHVRIIRRGPD\DOVRLQFOXGHIRRGRXWOHWV vending machines and school canteens. Social autonomy, when connected with the more noteworthy purchasing power accessible to numerous youngsters for dinners, snacks and beverages, has been connected with changes in dietary conduct (Vereecken, 2004). Marketing for drink items saturate the day to day lives of youngsters and teenagers, and the greater part of items promoted to them are high in calories, sugar, sodium and fat (Food and Beverage Marketing to Children and Adolescents:, 2008)

The recurrences of family suppers and family meals have both been found to have positive effect on young people's dietary quality, including expanded utilization of products of the soil (Pearson, 2009). A huge positive affiliation was found between those that devoured family suppers all the more every now and again and more fortifying eating examples, including more leafy foods. (Gillman, 2000).

Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 87

Research Methodology A convenient sampling using a food-choice questionnaire was administered to assess and examine the various food habits. Study was planned among adolescents studying in the college of hotel management which is a residential programme. Prior to the conduct of the survey among the adolescents, as a part of its development, the questionnaire was pilot tested among the faculty (n=10) and modified for clarity and language based on the feedback of the faculty. The survey used in this study consisted of 3 parts, and a total of 51 questions. In the first part personal information was captured to understand the demographic and social profile of the respondent In the second and third part, a mixture of dichotomous and five-point Likert scale questions were used to measure food habits eating habits and the key factors that influence survey group.

Data Collection Data collection was done by the principal investigator. Data collection for study took place during August-October 2015. Self-administered questionnaire was the tool used for the survey. They were collected after completion on the same day. The entire questionnaire session took about 20-25 minutes for the students to complete. It was supervised by principal investigator only. Inclusion criteria for participation in the study were the respondent living away from family for a minimum period of 3 months. Exclusion criteria were incomplete questionnaire. A total of 300 questionnaires were handed out amongst the student of 1st, 2nd 3rd and 4th year hotel management students and 256(85.33%) responses qualify for the analysis. Table 1: Respondent years in the residential programme First time 1year 2year 3 year 4 year 5 year More than 5 year Total n 105 60 19 28 8 4 32 256 % 41% 23.4% 7.4% 10.9% 3.1% 1.6% 12.5% 100%

The spread of respondent years in the residential programme were first time living away from the family 41.1 %(n=105) 44.8%(n=115) have 1-4 years of staying away from family and 14.1% (n=36) have four or more years of staying away from the family.

Data Analysis and Results Data entry was done using SPSS Statistics 16.0 for windows by principal investigator. Data was cleaned and scrutinized for missing values and consistency with the forms. All the hard copies are stored securely by the principal investigator.

Table 2: Demographic Profile of the Sample (N=256) Gender Frequency % Male 171 66.8 Female 85 33.2 Total 256 100.0 Age Groups 17-19 156 60.9 20-22 79 30.9 23-25 15 5.9 25-27 3 1.2 more than 28 3 1.2 Total 256 100.0

The demographics of the research sample male (66.8%) respondent are more than their female (33.2%) counterparts and 91.8% are in the age group of 17-22.

88 Indian Journal of Applied Hospitality & Tourism Research

Table 3: House Hold Composition of the Respondent Frequency % Father Salaried 104 40.6 Self-Employed 15 5.9 Business 115 44.9 Retired 14 5.5 Na 8 3.1 Total 256 100.0 Mother Salaried 68 26.6 Self-Employed 79 30.9 Business 37 14.5 Retired 15 5.9 Housewife 57 22.3 Total 256 100.0 Monthly Allowance Less Than 2000 43 16.8 2001-5000 97 37.9 5001-10000 67 26.2 10001-15000 31 12.1 More Than 15000 18 7.0 Total 256 100.0

Most of the respondents Father( 85.5%) ,Mother (72%) are salaried or business which shows financially soundness of the respondents.(44.6%) respondent have extra earning member in their family (45.3%) of the respondent getting allowance 5000/-plus indicate the spending power of the students in the residential programme.

Table 4: Food Eating Pattern of the Respondent Frequency % Who prepares food at home? Mother 219 85.5 Grandmother 9 3.5 Maid 28 10.9 Total 256 100.0 When at home with whom do you have your meals? Alone 19 7.4 Father 8 3.1 Mother 39 15.2 Siblings 13 5.1 Grandparents 9 3.5 Whole Family 164 64.1 Friends 4 1.6 Total 256 100.0 Where do you usually have your meal ? Hostel mess 172 67.2 House 21 8.2 Hotels 28 10.9 Canteen 13 5.1 Street food 5 2.0 Fast-food outlet 17 6.6 Total 256 100.0 Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 89

While analyzing the eating pattern of the respondent when at home, 89% responded that their mother prepares food at home 64% responded that they have food with the family implies a significant influence on their eating habits. The consumption of food in the hostel mess (67.2%) strengthens the fact that the most of the meals are prepared in a conventional way.

Table 5: Food Knowledge Frequency % During school year, were you taught in any of your classes the benefits of healthy eating? Yes 216 84.4 No 22 8.6 ,GRQ¶WNQRZ 18 7.0 Total 256 100.0 Do you feel you have an adequate knowledge about healthy food to make good food choices? Yes 215 84.0 No 40 15.6 ,GRQ¶WNQRZ 1 .4 Total 256 100.0 Do you view your food choices as an important factor towards your overall health? Yes 228 89.1 No 28 10.9 Total 256 100.0

The study group knowledge of healthy food and healthy food habits gives an insight picture of their food habits of the students in residential programme. A good number of (84%) reported that they had been taught and feels that they have adequate knowledge of healthy food nutrition and diets, 89% knows the importance of food choice for their overall health When asked about major influential factor of students dietary behavior to understand the influence on the food choice made by the respondent on the important factors like convenience in consuming junk food , satisfying hunger and thirst, friends, parents pressure, influenced by advertisement, personal choice ,taste ,cost and availability Satisfying hunger, 33.6%(n=85), look more appealing and appetizing, 32.4%(n=83) tastier, 30.1%(n=77) shows the main factors in deciding what to eat among young adolescents

Table 6: A Chi-Square Test of the Relationship between Major Factors that Influence Young Adolescents and Number of Years Away From Family Years away from family Years away from family P (less than 3 years) (more than 3 years) Thirst quencher 56.3% 43.8% .036 Short of time 65.2% 43.8% .553 Friends 46.9% 53.1% .531 Parents 37.9% 62.1% .002 Advertising 47.3% 52.7% .787 Tastier 58.6% 41.4% .368 Cheaper 58.6% 41.4% .819 Readily available 57% 43% .586 Can have any time 74.6% 25.4% .014 anywhere(versatility) Valid N (256)

90 Indian Journal of Applied Hospitality & Tourism Research

A two-way analysis was conducted to evaluate the important variables under discussion and the results are as follows:

x Number of years away from family and thirst quenching factor are significantly UHODWHG3HDUVRQȤ 1   S 7KLVGHWHUPLQHs that respondents living (less than 3 years) away from family (56.3%) are influenced by quenching thirst compare to those staying (more than 3 years) away from family (43.8%). x Number of years away from family and parents influence are to be significantly UHODWHG 3HDUVRQ Ȥ  1      S   7KLV VKRZV WKDW RQO\ .9%) respondents living (less than 3 years) away from family are influenced by their parents compare to (62.1%) respondents living (more than 3 years) away from family. x Number of years away from family and versatility were found to be significantly related 3HDUVRQ Ȥ  1      S   7KLV GHWHUPLQHV WKDW   respondents living (less than 3 years) away from family (74.6%) are mostly influenced by versatility of fast food. x Number of years away from family and lack of time are not significantly related, 3HDUVRQȤ 1   S 7KLVFRQFOXGHs that 65.2 % respondents living (less than 3 years) away from family are significantly influenced by lack of time. x Number of years away from family and friends influence are not significantly related, 3HDUVRQȤ 1   -.039, p = .531. This concludes that (46.9 %) respondents living (less than 3 years) away from family are significantly influenced by friends compare to (53.1%) respondents living (more than 3 years) away from family. x Number of years away from family advertisement influence are not significantly UHODWHG 3HDUVRQ Ȥ  1      S   7KLV FRQFOXGHs that (47.3 %) respondents living (less than 3 years) away from family are influenced by advertisement compare to(52.7%) respondents living (more than 3 years) away from family. x Number of years away from family and taste influence are not significantly related, 3HDUVRQȤ 1   S 7KLVGHWHUPLQHs that (58.6%) respondents living (less than 3 years) away from family are influenced by taste compare to (41.4%) respondents living (more than 3 years) away from family. x 1XPEHURI\HDUVDZD\IURPIDPLO\DQGFRVWDUHQRWVLJQLILFDQWO\UHODWHG3HDUVRQȤ (1, N = 256) = .053, p = .819. This concludes that respondents living (less than 3 years) away from family (58.6%) are influenced by the price compare to (41.4%) respondents living (more than 3 years) away from family. x Number of years away from family and availability of fast food are not significantly UHODWHG 3HDUVRQ Ȥ  1      S   7KLV FRQFOXGHs that (57 %) respondents living (less than 3 years) away from family are influenced by availability of fast food compared to (43%) respondents living (more than 3 years) away from family. x An independent samples t-test is used when you want to compare the means of a normally distributed interval dependent variable for two independent groups. The association of knowledge of nutrition and dietary of the respondent and their eating pattern of breakfast were tested with independent sample T test.

Table 7: To assess the association of knowledge and their eating habits Knowledge N Mean Sd t Sig. (2 tailed) Do you eat at Yes 215 1.50 .501 -.606 .545 regular hours? No 40 1.55 .504 -.604 .549 Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 91

An independent-samples T test was conducted to evaluate the hypothesis that the mean eating behavior of breakfast and knowledge of dietary /nutrition dependent. Levene's Test for Equality of Variances p value is (.147) > .05 is greater than critical value (typically 0.05), the obtained differences in sample variances are likely to have some occurred based on random sampling from a population with equal variances. Thus, the null hypothesis of equal variances is accepted and it is concluded that there is some similarity between the variances in the population. Because the standard deviations for the two groups a minimum difference is noted (.501 and .504), we will use the "equal variances assumed" test. This is supported by WKH /HYHQH¶V WHVW S    7KH UHVXOts indicate that there is a statistically not much difference between the consumption of breakfast among the group who have knowledge and little or no knowledge of dietary/nutrition (t = -.606, p (545)> .0005). In other words, people with dietary knowledge have a statistically slightly lower mean score on consumption of breakfast (1.50) than students with little or no knowledge (1.55). The independent t test is not significant, t (253) = -606, p (.545) > .0005. Adequate knowledge and eating of breakfast have no significant association.

Limitation and Scope of the Study Honest reporting by respondents is a limitation A few variables restrict the generalization of results from this study. In the first place, the study took place in the private college town of Manipal. The test group in the example, undergraduates specifically, lives in and around created urban communities. Second, the location contemplated is a for the most part urban territory and accordingly does not precisely speak to the entire nation the study included Adolescents who have private accommodation and living away from family were not a part of the study. Future examination utilizing diverse testing strategies and including a bigger example size may yield more specific results

Findings Both parents being earning members and some family have elder sibling contributing to the income of the family. Increased time spent outside the house indicates the young adolescent eating out more frequently. Parent¶s controls are greater in younger adolescents than the elder ones who probably at this age are starting to make their own food choices. Adolescents ate out of home either with family or with peers, with more healthful food being eaten with IDPLO\DQGPRUHµMXQNW\SHRIIRRG¶ZLWKSHHUV (Fitzgerald A, 2012).This is evident in the findings of the current study, where foods such as burgers pizzas and fast-food type of food, sweets and soft drinks were consumed when adolescents ate a snack. The young people consumes snack daily from the canteen and good number of them consumes an afternoon snack out with peers. The foods are mostly available in canteens and places where adolescents regularly meet. This is apparent in the present study, where 62.1% consume fast food 3 days a week, 20.3% consumes fast food almost every day in a week and only 17.6% consumes food prepared in hostel.

Skipping breakfast, 44.1 %( n=256) in particular is prevalent among the youth. This hinders with learning and academic performance. It has most probably to do with early school timings of the private institutions (Newby , 2007). The findings of the study revealed that the PRVW LPSRUWDQW DWWULEXWH LQ IRRG VHOHFWLRQ ZDV IULHQG¶V SDUHQWV DQG DGYHUWLVHPHQWV Furthermore, the study indicated that young consumers were heavily influenced by the Taste: 34%, Favorites: 23 % Cost: 15.6%, Time: 14.1% and readily availability13.3% elements of fast food restaurants. This may be due to the fact that cheap junk foods available near the campus. Also the freedom of living away from the family minus the parental control gives the 92 Indian Journal of Applied Hospitality & Tourism Research

adolescents a sense of autonomy to choose their own choice of foods. (Story, 2002) (Neumark-Sztainer, 2003) .

Conclusion Parents to teach adolescents to pick sensibly when eating at fast food restaurants or buying foods at bakeries. The benefits of having meals together should be inculcated during early age. College students should restrain from consuming too many carbonated drinks, caffeinated beverages and alcoholic beverages. It is appropriate to intervene at this age because the food habits once learnt persist into adulthood and the harmful effects are insurmountable. Food establishments and college canteens can develop their menu by adding low fat low cholesterol in their meal selection. Including ingredients from the neighborhood sources and reducing the usage of processed food.

Early class timings are a barrier to have breakfast resulting in skipping of breakfast by the young people. General well-being is to be given more importance since advancement and health are considered more basic to nourishment in India as it has one of the most youthful populations among the world nations. Globalization is by all accounts disintegrating them and to be prompting food habit adjustments that are not compatible with the customary Indian GLHWDQGKHDOWK\HDWLQJ8QGHUVWDQGLQJDGROHVFHQW¶VLQVLJKWVWRZDUGVIRRGDQGQXWULWLRQDORQJ with factors that influence adolescent food behavior might help to promote well-being among young people and enhance quality of life.

It is noteworthy that a significant proportion of adolescents about 40% (n=256) in our study consumed alcohol. Arguably what we have seen from this study may be just a small hint. It is likely that a greater proportion of adolescents eating activities can be further studied.

Reference Akan, G.A. (1995). Socio-cultural influence on eating attitudes and behaviours, body image, and psychological functioning. International Journal of Eating Disorders, 181-187. Belasco, W. J. (2002). Food nations: Selling Taste in Consumer Societies. New York: NY: Routledge. Blanchette L, B. J. (2005). Determinants of fruit and vegetable consumption among 6-12-year-old children and effective interventions to increase consumption. J.Hum.Nutr.Diet, 18(6). Bowman, B. (2004). Effects of fast-food consumption on energy intake and diet quality among children on a national household survey. Pediatrics. Contento. (2006). Understanding the food choice process of adolescents in the context of family and friends. J AdolescHealth, 575-582. Coulson, N. E. (1998). Nutrition education in the National Curriculum. Health Education Journal. Cullen. (2001). Child reported family and peer influences on fruit, juice and vegetable consumption. Health Education research, 187-200. Driskell, J. M. (2006). Differences exist in the eating habits of university men and women at fast-food restaurants. Nutrition Research. Fitzgerald A, H. C. (2012). Self-efficacy for healthy eating and peer support for unhealthy eating are associated with adolescents. Appetite, 48-45. French, S. S. (1999). Cognitive and demographic correlates of low-fat vending snack. Journal of the American Dietetic Association, pp. 471±475. Gillman, E.A. (2000, Mar). Family dinner and diet quality among older children and adolescents. Fam.Med, 9(3). Gordon-Larsen. (2004). Barriers to physical activity: qualitative data on caregiver-daughter perceptions and practices. Am J Prev Med, 218-223. Guthrie. (2000). Food sources of added sweeteners in the diets of Americans. J Am Diet Assoc, 43±51. Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 93

Haines, P.A. (1992). Eating patterns and energy and nutrients intake of US women. Journal of the American dietetic association, 698-704. Harnack. (1999). Soft drink consumption among US children and adolescents: nutritional consequences. J Am Diet Assoc., 436±41. Hernon, J. (1986). Nutrients intakes and food selected by college students. Journal of the American dietetic association, 217- 221. Hertzler, A. F. (1996). Family factors and fat consumption of college students. Journal of American Diet Association, 711- 714. Hill, L. C. (1998). Fruit and vegetables as adolescent food choices in New Zealand. Health Promotion International, 55±65. Lien N, J. D. (2002). Exploring predictors of eating behaviour among adolescents by gender and socioeconomic status. Public Health Nutrition, 671±81. Lipsky LM, I. R. (2012). Association of Television viewing with eating behaviors in the 20009 health Behavior in School- aged children study. Arch Pediatr Adolesc Med, 465-472. Neumark-Sztainer. (2003). Family meal patterns: associations with socio-demographic characteristics and improved dietary intake among adolescents. J Am Diet Assoc, 317±22. Newby. (2007). Are dietary intakes and eating behaviors related to childhood obesity? A comprehensive review of the evidence. J Law, Med, Ethics, 35-60. Pearson. (2009, Feb). Family correlates of fruit and vegetable consumption in children and adolescents. A systematic review. Public Health Nutr, 12(2)). PRSNLQ  7KH6ZHHWHQLQJRIWKH:RUOGµV'LHW2EHV5HV-32. Popkin. (2004). The nutrition transition: worldwide obesity dynamics and their determinants. International Journal of Obesity, S2-S9. Shi Z, L. N.-O. (2005). Socio-demographic differences in food habits and preferences of school adolescents in Jiangsu Province, Eur J Clin Nutr. Sneed J, H. C. (1991). Many factors influence college students' eating patterns. Journal of American Diet Association, 1380. Story. (2002). Individual and environmental influences on adolescent eating behaviors. J Am Diet Assoc, S40±S51. The American Heritage Medical Dictionary. (2009). Retrieved from http://medical-dictionary.thefreedictionary.com /Adolescents. 9HUHHFNHQ & 2  

94 Indian Journal of Applied Hospitality & Tourism Research

Relationship between Self, Peer and Faculty Assessment of Technical Skills in Indian Contemporary Cuisine Practical: A Study on Culinary Students Prasenjit Sarkar1 & Thirugnanasambhantham K2

Abstract Assessment is considered as one of the intricate tasks of faculty, especially in application and skill based courses like Culinary Arts. This paper aims to compare assessments of Indian Contemporary Cuisine Practical of Culinary Arts students by themselves, with their peers and with their faculty. In WRGD\¶V FRQWH[W DVVHVVPHQWV RU HYDOXDWLRQV SOD\ D YLWDO UROH WR PHDVXUH WKH WKHRUHWLFDO DV ZHOO DV practical knowledge of the students. Contemporary methods accentuate the active involvement of students in order to ensure better learning. A total of 35 respondents from the third year of study at Manipal University who enrolled for Bachelor of Culinary arts took part in this study. Two research WRROV ZHUH GHYHORSHG IRU WKH SXUSRVH RI HYDOXDWLQJ VWXGHQWV¶ SHUIRUPDQFH DQG preferences which included a performance evaluation form and a set of questionnaires.

The study revealed there was a major correlation amongst peer and self-assessment scores, but no substantial correlation existed between peer and self-assessment with faculty-assessment scores. Thus, the study concludes that though strong inclination to peer assessment was stated by the majority of students, but subsequently self, peer and faculty assessment scores have no significant correlation. Moreover, correlation aPRQJVWXGHQWV¶SHUFHSWLRQRQGLIIHUHQWPHWKRGVRI$VVHVVPHQWEDVHGRQWKHLU gender was done, and the result exhibited that for male students there is moderate correlation between the score of faculty and peer evaluation. On the contrary for female students there is strong correlation between the score of faculty and peer evaluation.

Keywords: Self Assessment, Peer Assessment, Faculty Assessment, Culinary Arts, Technical Skill, Indian Contemporary Cuisine, Feedback

Introduction Assessment is a method of defining "what is." Assessment offers faculty members, administrators, and others with evidence, statistical or otherwise, from which they can extract valuable information about their students, organizations, programs, and courses and also about themselves (Oxford Scholarship, n.d.). This info can aid them make accomplished determinations about student learning and development, proficient efficacy, and program excellence. Culinary Artists, or Culinarians, are accountable for concocting meals that are as pleasing to eyes as well as palates. Graduates of culinary arts education programs are required to acquire knowledge of food science, diet, and nutrition, management and pursue job opportunities through an extensive range of establishments that entail dining amenities.

Culinary Arts curriculum includes: x Tutorials by expert chefs x Cooking demonstrations x Product sampling, charcuterie tasting and sensory evaluations.

Since it is a practice-based discipline in which practical skills and its valuation play an essential role. Assessment comprises of two basic parts: x Practical: preparation of a set menu or single dish to evaluate skill and learning x Theory: multiple choice questions, essay, short and long answers, case studies.

Assessment of practical is one of the complex tasks of faculty as it is a continuous process on which the total grades of the students depend. It is also a challenge for the course instructor to

1 Assistant Professor, WGSHA, Manipal University, Karnataka, India. Email: [email protected] 2 Vice- Principal, WGSHA, Manipal University, Karnataka, India Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 95

carry on unprejudiced, continuous evaluation for the students. The subject Indian Contemporary Cuisine basically means the modern exposition and presentation of famous sub continental cuisine of India. The subject is as challenging as it sounds, since the main characteristics of this style is to respect each ingredient, understand each ingredient and treat them in a proper way to bring out the ultimate flavour which will be unique in its own way (Klover, 2012). It deals with the culinary blending of cultures, integrating various Indian traditions, using a balance of diverse cooking styles, re-forming dishes (Ahuja, 2015). It mainly highlights on coupling of ingredients and presentation.

7KHVHGD\V¶HPSOR\HUVGHPDQGIRU&XOLQDU\$UWVJUDGXDWHVWRSRVVHVVDFRPSUHKHQVLYHUDQJH of skills in addition to their specialization, thus, institutes are likely to develop a range of approaches to nurture enduring knowledge and skills. Professional skill involves contemplation of both intellectual and interpersonal skills; therefore, the development of assessment systems that measure these features is very essential. Studies have shown that Self and Peer evaluation aids students to commonly assess their performance. Conversely, literature suggests that a vast majority of self and peer assessment research has been carried out in disciplines other than Culinary Arts.

Assessment comprises a major part in the course of Culinary Arts. And since, it is a continuous process, thus reliable and effective assessment has a prodigious impact on VWXGHQWV¶SHUIRUPDQFHRXWFRPH7KHIRUHPRVWSXUSRVHRIWKLVVWXG\LVWRILQGRXWWKHXWPRst suitable form of assessment while comparing the predominant tools of valuation like Self, Peer and Faculty Assessment methods. Moreover, a huge majority of self and peer assessment studies have been carried out in other disciplines, but not in Culinary Arts.

The key objectives of self and peer assessment are to: x Intensify student responsibility and independence (Loacker & Jensen, 1988; Topping, 2003). x Attempt for a progressive and profound understanding of the subject, approaches and skills x Boost the character and position of the student from inert learner to dynamic leaner and appraiser. (Loacker & Jensen, 1988) x Embroil students in critical thinking (Elliott and Higgins, 2005) x Enable them to get better understanding of their personal biasness and decision. (Elliott and Higgins, 2005; Kearney, S. 2013).

Key Objectives of Assessment by Faculty: x To evaluate a broader range of accomplishment and learning outcomes and to provide evidence about learning method as well as results (Das, et al., 1998). x Since Faculty is free from fretfulness of test, his or her assessments are meant to be more DXWKHQWLFDQGIUHHRIHUURUVLJQLI\LQJVWXGHQWV¶DFWXDODWWDLQPHQWV x To reach acceptable levels of reliability while assessing with proper training and moderation. x To recoJQL]H PHWKRGV IRU IXWXUH LQVWUXFWLRQDO SURJUHVVHV E\ LGHQWLI\LQJ VWXGHQWV¶ necessities and accomplishments from the assessment process (California Polytechnic State University , 2010)

96 Indian Journal of Applied Hospitality & Tourism Research

Objectives 7R ILQG RXW VWXGHQWV¶ SUHIHUHQFH UHJDUGLQJ DVVHVVPHQW RI Wechnical skills related to Contemporary Indian cuisine practical i) To identify correlations amongst the three assessment scores ii) To find out FRUUHODWLRQ DPRQJVWXGHQWV¶Serception on different methods of assessment based on their gender

Review of Literature A significant number of literatures suggest lots of contradictions in assessment methods. Though teachers and facilitators are satisfied with the traditional methods of assessment, but it is unable to stir motivation and self-learning in students. As the emphasis in higher education is moving towards developing a student-centered curriculum, interest is growing in the use of self and peer assessment (Elliott and Higgins, 2005). Unconventional assessment methods are gradually becoming vital in learning perspectives and, among them, self- assessment and peer-assessment are particularly to be mentioned because they can incite more intellectual thinking on the part of the students which can initiate self-questioning, reconsidering, and self-directed learning in the learners (Topping, 2003).

Peer-evaluation is founded on self-evaluation and offers a prospect for students to relate their self-evaluation results with those of others. Often, the results of self and peer-evaluation are accumulated and considered at the same time (Papinczak, et al., 2007). Self and peer assessment does make a difference to the student perceptions of the fairness of the assessment system and enhances student motivation in group work (Elliott and Higgins, 2005). Self and peer evaluation helps students to generally appraise their global performance (Das, et al., 1998). In addition, to develop critical thinking, self and peer assessment skills are needed (Elliott and Higgins, 2005).

Patri (2002) conducted a study on comparing teacher, peer, and self-assessment of oral presentation skills of undergraduate students of ethnic Chinese background. After the students were accustomed with the assessment benchmarks through some training sessions, they were put into two groups, one group conducting self and peer assessment in the presence of peer-feedback, and the other group without any peer-feedback. By scrutinizing the data primarily through Pearson correlations, considerably more agreement was found between the teachers- and peer-assessment in the presence of peer-feedback than between teachers- and self-assessment in either the presence or absence of peer-feedback, or between the teachers- and peer-assessment in the absence of peer feedback. Saito and Fujita (2004) showed in an almost similar stuG\ WR 3DWUL¶V   ZKLFK FRPSULVHG RI ZULWWHQ SHUIRUPDQFH 7KH\ established a prominent resemblance between the peer and teacher ratings, but no likeness was observed between teacher and self ratings, and between peer- and self-ratings.

In another study, Cheng and Warren (2005) endured an examination into the attitudes of students toward peer-assessment, the reliability, and possible educational benefits of peer- assessment of oral and written language proficiency in English language programs. By relating  WKHVWXGHQWV¶DWWLWXGHVWRZDUGVDVVHVVLQJERWKWKH(QJOLVKODQJXDJHSURILFLHQF\ and other aspects of the performance of their peers, and (2) the teacher- and peer- assessments, they recognized that students had a less positive attitude towards evaluating WKHLUSHHUV¶ODQJXDJHVNLOOEXWWKH\GLGQRWVFRUHWKHLUSHHUV¶ODQJXDJHVNLOOFRQWUDULO\IURP the other valuation measures.

Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 97

But, validity and reliability of these approaches are in question because many studies (e.g., Dochy & Segers, 1999; Topping, 2003) have found contradictory results regarding this issue. Some studies have been undertaken to see whether engaging self-assessment and peer- assessment are useful in different basic skills. Self-assessment appears to be a less accurate means of evaluating student performance than peer assessment (Papinczak, et al., 2007). Many other studies disclose that some issues have been found to justify the inaccuracy in self- and peer-assessment.

Thus overall it suggests that more studies should be carried out on diverse types of valuation regarding basic skills because assessment comprises a major part in the course of Culinary Arts. And since, it is a continuous process, thus reliable and effective assessment has a SURGLJLRXVLPSDFWRQVWXGHQWV¶SHUIRUPDQFHRXWFRme.

Research Methodology This is an analytical cross-sectional study. All third year students (n= 35), 11 female and 24 male, attending Bachelor of Culinary Arts, were selected. Also, their instructor for Indian Contemporary Cuisine accepted to be part of this study and share their comprehensive evaluation forms with the researcher. Two research tools were developed for the purpose of HYDOXDWLQJVWXGHQWV¶SHUIRUPDQFHDQGSUHIHUHQFHVZKLFKLQFOXGHGDSHUIRUPDQFHHYDOXDWLRQ form approved by the faculty and a set of questionnaires.

Faculty approved evaluation form consisted details of Menu to be prepared and separated ratings for each dish and the total marks were given based on two parts; Part A consisted Daily Performance and Course Work and Part B consisted total marks obtained by preparing Menu for the day. The Questionnaire basically entailed 3 questions related to essentiality and importance of Assessment, on the basis of Likert Scale (0-4) scoring and one question related to their preference over Self, Peer and Faculty Assessment. In addition, demographic physiognomies of students such as gender, age and education were included in the questionnaire.

At the end of one Practical Session for Indian Contemporary Cuisine, a session was devoted for student (self, and peer) evaluation. At the same time, course leader shared the results of his evaluation with the researcher. It is notable that both course leader and the students evaluated according to the faculty approved evaluation form. 105 evaluation forms (self-, peer-, and faculty) were completed after one practical session of Indian Contemporary Cuisine as a part of their course in Bachelors of Culinary Arts under Manipal University. Descriptive (mean and standard deviation) and inferential statistics (Pearson Correlation Coefficient) were used to scrutinize the data. Demographic data was scrutinized with two dimensional tables with percentage. Pearson Correlation Coefficient was used to compare the results and to illustrate correlations between the evaluation marks (self, peer and teacher). SPSS software, Version 16 was used to analyse the data. Ethical Concerns: Permission was taken from the course leader before conducting the study. The aim and objective of the study was described to the participants verbally to provide a comprehensive view of the research. Moreover, all partakers were informed that the completion of the questionnaires to be considered as their informed consent for participation in the study. Privacy was guaranteed by the researcher, anonymity was maintained, and it was taken care of so that the results of peer- and self-assessment had no effect on their final scores of faculty assessment.

100 Indian Journal of Applied Hospitality & Tourism Research

This means, the self and peer assessment scores as well as faculty and peer assessment scores are statistically related and that too they display strong or significant presence of a relationship; whereas Faculty and self-assessment scores shows moderate relation as per the study. Thus overall it indicates a prominent resemblance in faculty and peer assessment and self and peer assessment scores and a moderate resemblance between faculty and self assessment scores.

Table &RUUHODWLRQDPRQJVWXGHQWV¶3HUFHSWLRQRQGLIIHUHQWPHWKRGVRI$VVHVVPHQWEDVHGRQWKHLU gender S. No. Gender of the Type of Evaluation Peer Faculty Student Evaluation Evaluation 1 Male Self-Evaluation Mark 0.9221 0.4232 Faculty Evaluation 0.4362 2 Female Self-Evaluation Mark 0.9641 0.6691 Faculty Evaluation 0.7301 1 Denotes Strong Correlation & 2 Denotes Moderate Correlation between the scores

The results of table 2 exhibited that for male students there is moderate correlation between the score of faculty and peer evaluation. On the contrary for female students there is strong correlation between the score of faculty and peer evaluation.

This demonstrates that the assessment done by male VWXGHQWV¶ displays the presence of moderate relationship in between Faculty assessment scores and peer assessment scores; whereas the assessment done by female students reflect that the faculty scores and peer assessment scores have a strong relation.

Conclusion The study indicates that there is a significant correlation between self and peer scores and Faculty and Peer scores. The response from 54.3% of students shows preferences towards Peer Assessment. Based on the results academicians may consider including peer evaluation for skill based modules as part of the continuous evaluation. It reveals that even if faculty do not use the scores of self- and peer- assessment, but these methods may be considered as future assessment tool for students in order to intensify accuracy and accountability in students. This will also help in developing rational thinking, self-learning, self-criticism, respect for others, and more participation. Since participants of this study are undergraduate students, it is recommended that the effects of self- and peer-assessment be measured in other students of different field and especially post graduate students. Also, considering that learning will be enhanced in a collaborative atmosphere, self- and peer-assessment may be considered as conventional approaches to escalate individual and group subtleties.

References Ahuja, A. (2015, June 15). Jazzing it up: Indian Restaurants that Serve Contemporary Food with a Twist. Retrieved 2015, from NDTV Food: http://food.ndtv.com/food-drinks/jazzing-it-up-indian-restaurants-that-serve-contemporary-food-with-a- twist-771077 California Polytechnic State University . (2010). Benefits of Assessment. Retrieved 2015, from Cal Poly-Academic programs and Planning: http://www.academicprograms.calpoly.edu/content/benefits-assessment Cheng, W., & Warren, M. (2005). Peer Assessment Of Language Proficiency. Language Testing, 22(1), 93-121. doi:10.1191/0265532205lt298oa Das, M., Mpofu, D., & Lanphear. (1998). Self and Tutor Evaluations in Problem-Based Learning Tutorials: Is There a Relationship? MEDICAL EDUCATION, 32(4), 411-418. doi:10.1046/j.1365-2923.1998.00217.x Dochy, F., Segers, M., & Sluijsmans, D. (1999). The Use of Self-, Peer and Co-Assessment in Higher Education: A Review. Studies in Higher Education, 24(3), 331-350. Doi:10.1080/03075079912331379935 Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 101

Elliott, N., & Higgins, A. (2005). Self And Peer Assessment ± Does It Make A Difference To Student Group Work? Nurse Education in Practice, 5(1), 40-48. doi:10.1016/j.nepr.2004.03.004 Kearney, 6  ,PSURYLQJ(QJDJHPHQW7KH8VH2Iµ$XWKHQWLF6HOI-And Peer-$VVHVVPHQW)RU/HDUQLQJ¶7R(QKDQFH The Student Learning Experience. Assessment & Evaluation In Higher Education, 38(7), 875-891. doi:10.1080/02602938.2012.751963 Klover, G. (2012, April). Just what is Contemporary Cuisine? Retrieved 2015, from Grant Klover's Portfolio: https://grantklover.wordpress.com/2012/04/02/just-what-is-contemporary-cuisine/ Loacker, G., & Jensen, P. (1988). The Power of Performance in Developing Problem Solving and Self- Assessment Abilities. Assessment and evaluation in Higher Education, 128-150. Papinczak, T., Young, L., Groves, M., & Haynes, M. (2007). An Analysis of Peer, Self, and Tutor Assessment in Problem- Based Learning Tutorials. Med Teach, 29(5), e122-e132. Doi:10.1080/01421590701294323 Patri, M. (2002). The Influence of Peer Feedback on Self and Peer-Assessment of Oral Skills. Language Testing, 19(2), 109- 131. Doi:10.1191/0265532202lt224oa Pallant, J. (2001). SPSS Survival Manual. Buckingham: Open University Press. Saito, H., & Fujita, T. (2004). Characteristics and User Acceptance of Peer Rating In EFL Writing Classrooms. Lang Teach Res, 8(1), 31-54. Doi:10.1191/1362168804lr133oa Swanson, D. B., & Van der Vleuten, C. P. (2013). Assessment of Clinical Skills With Standardized Patients: State of the Art Revisited. Teaching and Learning in Medicine, 25(sup1), S17-S25. doi:10.1080/10401334.2013.842916 Topping, K. (1998). Peer Assessment between Students in Colleges and Universities. Review of Educational Research, 68(3), 249-276. Doi:10.3102/00346543068003249

102 Indian Journal of Applied Hospitality & Tourism Research

A Study on the Causes and Prevention of High Attrition Rate in Hotel Industry Argha Chakravorty1 & Priyadarshan Lakhawat2

Abstract Attrition or employee turnover is a ratio of comparison of the number of employees a company must replace in a given time period to the average number of total employees. Many factors play an important role in the employee turnover rate in any company and these can stem from both the employer and the employees. Wages, company benefits, motivation, employee attendance and job performance are all factors that play a significant role in employee turnover. Companies take a deep interest in the employee turnover rate because it is a costly part of doing a business. When a company must replace a worker, the company incurs direct and indirect expenses. Hospitality industry, in particular, is deeply affected by attrition because the nature of work in this sector is highly people- centric in comparison to many other industries. The high attrition is one of the factors for the below- standard quality of staff because new employees are low on productivity and service delivery till the time they are trained to perform their duties with an optimum level of efficiency. With the help of a market survey and on the basis of existing literature in this field, this research paper explores the causes of high rate of attrition in the hotel industry. The paper also aims to recommend ways to reduce employee turnover so as to enable the hotels to improve the overall quality of services for the guest.

Keywords: Attrition, Quality, Service, Training, Motivation, Human Resource

Introduction Employee turnover is a ratio comparison of the number of employees a company must replace in a given time period to the average number of total employees (Beam, 2009). Turnover or high attrition is a major cause of concern for organisations in general and HR Departments in particular. Attrition does not just have the high cost element attached to it but also the quality of service delivery gets adversely affected due to the loss of a trained employee. The effort and the time which is required in training a new employee for the job could easily be avoided if hotels focus on analysing the causes of attrition and on retaining their existing employees. In a human resource intensive sector like hospitality industry, where services are given by the people to the people, need for quality human resources with right set of skills, their regular training and focus on retaining the trained staff is the key concern for the management. Today, the shortage of quality employees in hospitality sector is a major challenge facing the industry.

The $ 23 billion hotel industry plans to add at least 50,000 more rooms in the country by the year 2016-17, but there are concerns whether there will be enough skilled people to meet demand in the labour-intensive sector, which is already facing a shortage of trained staff. There are only WUDLQHGSHRSOHDYDLODEOHDJDLQVWWKHKRVSLWDOLW\LQGXVWU\¶VQHHGIRU 83,000 professionals. (Live Mint, October 2012)

According to a report by Economic Times, the hotel industry in India is faced with a shortage of quality professionals and a sharp rise in payroll costs. The crisis will deepen with the number of hotel rooms set to more than double in next five years. Hoteliers say their payroll costs have almost doubled in the last three years. Dilip Puri, MD at Starwood hotels and resorts, says that today, typically the industry payroll costs range anywhere between 20% and 30 % of DFRPSDQ\¶VDYHUDJHUHYHQXHXSIURP-17% three years ago. Companies blame this on high attrition rates across the country. Perhaps the biggest reason for the manpower crisis in hotel industry is that a majority of fresh hotel management graduates prefer to join

1 Principal, Institute of Hotel Management, Gurdaspur, Punjab, India. Email: argha63 @yahoo.com 2 Senior Lecturer & HOD, Institute of Hotel Management, Gurdaspur, Punjab, India. Email: [email protected] Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 103

allied industries. According to Mr. S.Kacker, Principal In-charge, IHM Mumbai, only around 30% of the students join hotel industry while the rest move to other sectors or pursue higher studies. He adds that the main reason why students choose other sectors is due to better packages, fixed working hours and better work conditions than hotels (Economic Times, November 16, 2013). According to Martin Mcguigen, the head of reward consulting at Aon Hewitt, the real problem is not of the shortage of people but the shortage of right kind of SHRSOHIRUWKHLQGXVWU\7KHUHLVDQHYHUHQGLQJTXHXHRIXQVNLOOHGSHRSOHEXW\RXFDQ¶WUXQD hotel with an army of bell-boys.(The National Business, February 16, 2014)

In the above background, the point is reasonably clear that today industry is reeling under a severe staff shortage when it comes to employees with the right kind of skill and quality in hospitality. The high attrition rate of about 30% to 50% (Economic times, October 3, 2010), in the hotel sector works as a stumbling block towards delivering consistent high service quality to the guests. This research paper aims at investigating the various factors that are contributing to high attrition rate in hospitality industry. It also studies the correlation of the high attrition rate and its effect on quality of service delivered by the hotels to their customers.

Research Objectives ¾ To investigate the causes for high attrition rate in the hotels ¾ To study the consequences of the employee turnover in the hotels ¾ To recommend how to increase retention of employees in hotels

Methodology The method for conducting this research is a combination of collecting primary as well as secondary data. The source of secondary data are newspaper articles on this topic, the research papers already published in various national and international journals and the information available on world wide web. The primary data is collected by administering two separate structured questionnaires to hotel employees and HR Managers respectively. Total 100 employees and 5 HR Managers from the surveyed hotels in the geographical region of Punjab and Chandigarh are randomly selected for the survey. The employees are more or less uniformly selected from each of the four operational departments of the hotel. The surveyed HR managers are from the same five hotels as the employees. The data thus collected is analysed to get meaningful inferences and the recommendations are given based on the study.

Limitations Due to paucity of time and resources, the geographical area of the study is limited to Punjab and Chandigarh which may not be indicative of the pan-India trend in the context. The HR Managers were reluctant to divulge information on some issues pertaining to the study as they considered it to be classified.

Review of Literature Many factors play a role in the employee turnover rate of any company and these can stem from both the employer and the employee. Wages, company benefits, employee attendance and job performance are all factors that play a significant role in employee turnover. Companies take a deep interest in their staff turnover rate because it is a costly part of doing business (Beam 2009). Potential negative consequences of employee turnover include operational disruption, demoralisation, negative public relations, personnel costs, strategic opportunity costs, and decreased social integration.(Colema, 1987)

104 Indian Journal of Applied Hospitality & Tourism Research

According to a research by Kysilka D. and Cjaba N. (2013) employees quit for many reasons but, in general, there are five important reasons that motivate people to leave their jobs: ™ Poor match between the person and the job ™ Poor fit with the organisational climate and culture ™ Poor alignment between pay and performance ™ Poor connections between the individual, their co-workers and the supervisor. ™ Poor opportunities for growth and advancement.

An organisation must first specifically identify the nature of the turnover problem before implementing any tactics to deal with the problem. Organisations in hospitality industry could pay more attention to recruitment and selection thereby ensuring that the organisation has the kind of human resources that have a high probability of being and staying successful within the organization (Bonn & Forbinger, 1992). Hotels should be more sensitive about the employees leaving the organisation and thus should take measures to understand the reasons and the root cause behind their decisions. This can be done by conducting structured and confidential exit interviews of the departing employees (Gujarathi R & Peshave M., 2012). Further, offering a competitive compensation package, career development program in terms of training, cross training and career progression, quality of supervision and mentorship, employee recognition, loyalty bonus, recreation, etc. are all useful tools which go a long way in reducing attrition and creating a healthy work atmosphere with a motivated work force (Gupta N., 2013). Much of the turnover is movement within the industry. Staff turnover is highest in the first few months of employment. Such turnover ±the induction crisis-is particularly disruptive and costly. (Mullins, 1998). Another cause for increased turnover is the fact that now±a-days, most hotel employees join at a very young age, and after working for a few years many of them leave to pursue higher studies to further their career goals (Gangai, K.N, 2013).

As per Taylor (1998) there are two types of employee turnover voluntary and involuntary turnover. Voluntary release or turnover includes all resignations not formally initiated by the employer while involuntary release is generally initiated by the employer. Voluntary turnover is avoidable and controllable which include employees who quit primarily because of dissatisfaction with some aspects of their job. Employee turnover has lot of negative impact. According to Mahajan (2010) the cost of employee turnover adds a lot of money to a FRPSDQ\¶V H[SHQVHV DFFRXQW :KHQ DQ HPSOR\HH OHDYHV, he takes with him valuable information about the company, customers, current project and past history possibly to the competitors. When an employee leaves, the relationship that employee built for company are severed, which could lead to potential customer loss. The unspoken negativity often intensifies for the remaining staff. The goodwill of a company is maintained when the attrition rates are low. If an employee resigns, then good amount of time is lost in hiring and training a new employee which is a direct loss of the company (Mahajan, 2010)

Data Analysis The research was conducted through two sets of questionnaires for hotel employees and HR Managers. Total of 100 employees from all four core areas of five selected hotels and 5 HR managers of the same hotels filled-in the questionnaires. The five selected hotels are all from Punjab and Chandigarh region. Two hotels are four star hotels, two are five stars and one is a five star deluxe hotel. The sample is consciously kept heterogeneous by surveying International chains, Indian chains as well as a single unit property. Only those employees were included in the survey who has changed at least one job. The questions asked to the employees included their demographic profile, years of experience, number of job changes, Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 105

reasons for change, etc. while the questions for HR Managers were aimed at knowing the pattern of turnover, percentage of turnover, consequences of turnover including the effects on quality of service delivery, the department wise break-up of attrition among other queries. The graphical and tabular presentations of the responses are given in the next pages which are followed by the listing of key findings and recommendations based on the study.

Pictorial Representation of Survey among Hotel Employees

Figure 1: Age

10%

20% 20% 20%

30%

18-23 24-28 28-32 32-36 36+

Figure 2: Gender

80

70

60

50

40

30

20

10

0 Male Female

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Figure 3: Total years of experience at your current job

10% less than 6 months 20% 6 months - 1 yr 20% 1-2 yrs

10% 40% 2-5 yrs

more than 5 yrs

Figure 4: Current Designation

10%

40% TEAM MEMBER 30% SUPERVISOR

ASST.MANAGER

20% MANAGER

Figure 5: Jobs taken in total experience

10% 10% 2

3 to 4 30% 5 to 6

50% more than 6

108 Indian Journal of Applied Hospitality & Tourism Research

Figure 9: Current work Environment on a scale of 1- 10 (10 being the highest) 20

15

10

5

0 1 2 3 4 5 6 7 8 9 10

Figure 10: Consideration for working for the previous employer 80 70 60 50 40 30 20 10 0 Yes No

Figure 11: Importance in employee retention (cumulative result)

Vertical growth Loyalty bonus Cross exposure Work environment Team building Training Recognition Salary Induction 0 5 10 15 20

Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 109

Table 1: Tabular Representation of Survey among HR Managers HR Survey among of Representation 1: Tabular Table

110 Indian Journal of Applied Hospitality & Tourism Research

Key Findings and Interpretations on the Basis of Survey ™ Respondents are a heterogeneous group of representation from different age brackets, experience brackets, gender, and designations. This gives credibility to the fact that turn over happens at all levels and the earlier notion of people tend to settling down after initial job-KRSSLQJLVQRPRUHWKHQRUPLQWRGD\¶VKRVSLWDOLW\LQGXVWU\ ™ 90% of the surveyed employees have changed at least 3 to 4 jobs while 40 % out of them have changed at least 5 to 6 jobs. Considering that 80% of the respondents are less than 36 years old this number is rather huge and indicates a general trend of frequent job-hopping in the hospitality industry. ™ Better salary is the most important reason for job-switch. In 70 % of the cases this was one of the factor, work environment is a close second with it being a factor for 60% of the respondents. Work recognition is not considered a decisive factor by the employees for a job change. It implies that merely a pat on the back does not satisfy or motivate a worker today. They are looking at more tangible incentives and better work environment for which a strong HR intervention is desirable in the operational areas. ™ Employees do not think that frequent job changes, significantly diminish their chances of getting work employment. 80 % of the respondents are of the opinion that plenty of job opportunities are available in their fields of interest and 55% are of the opinion that changing of jobs has no implication on their prospects for future employment. ™ Only 30% of the employees are willing to consider ever working with one of their past employers. This is not a very encouraging reflection on the overall work environment and HR policies of hospitality organisations. ™ The rating for the work environment at the current place of work is fairly inconclusive in the survey. Respondents, in nearly equal numbers, have rated it between 3 to 9, which is a very long range to make any inferences. It may be said that work environment is highly perception based and varied approaches are required to be taken by the management to satisfy the needs of different levels of employees and in different departments. ™ According to the responses of the HR Managers , room : employee ratio is in the range of 1: 1.3 to 1: 2.5. This is much lower compared to 1:3 or more which was an average up to about 10-15 years ago. The lower room: employee ratio put strain on staff but the same is not compensated in terms of a substantial increase in pay structure. Less staff as a company policy is one of the reasons for long work hours and creates a perception of not a very great environment to work in. ™ Two of the five respondents say that a fresher who joins them does not stay with them beyond one year. Even the international luxury hotel brand which is a five star deluxe property has a retention period of just 18 months for a fresher in whom they are investing a lot of money and effort in the form of recruiting and training him. This certainly is an area of concern for the management and needs an immediate address so as to correct the problem of the shortage of quality employees in hospitality industry. ™ Once a replacement employee is hired, he takes at least 15 days to 3 months to reach to the nearly same level of professional competence as his predecessor. Needless to say that in the mean time the additional work pressure is to be shared by other team members which puts strain upon them and affects their morale. 4 out of 5 organisations have an exit interview policy which reflects that the management is concerned about the turn over. ™ All the HR Managers say that they consider frequent job-hopping as a negative trait while recruiting employees. However, the same notion is not shared by employees as the majority of them in their independent survey perceive that frequent movement is not a deterrent for them to be able to get a job in the industry. Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 111

™ According to the HR Managers, the most severe impact of job attrition is on the consistency and quality of service delivery by the hotel. It proves that attrition is a cause for the effect of the shortage of quality employees in hospitality industry. A close second is the effect on morale and motivation of the existing employees. Contrary to the popular perception, the HR departments do not look at the financial losses in the process of attrition and new hiring as a very significant issue. It features at the bottom, below the effect due to the new employees not having a previous rapport with the regular guests of the hotel. ™ Average working hours in the hotel industry are long. Even by the admission of HR Managers, they may go up to 12-14 hours in a day. In a department wise break-up Food and Beverage service employees work the longest. It is not a mere co-incidence that the attrition rate is highest in F&B service department among all operational areas of the hotel. It is also evident that, the two hotels where room: employee ratio is healthier at 1: 2.5, the average duty hours as well as the overall attrition rate is lower compared to other three hotels. Therefore, it could be deduced, that all the management talk of multi skilling, reduced payroll cost and flatter hierarchy has actually contributed to the higher rate of turnover and needs a revisit if the present crisis is to be averted. ™ According to the responses of the HR Managers, competitive salary, opportunities for vertical growth and recognition for good work are three key focus areas to ensure employee retention. When it is compared with the reasons given by employees for leaving their previous jobs, salary still features on the top of the list. However, the second most important point for the employee to leave is the work environment. ,QFLGHQWDOO\WKH+5PDQDJHUVGRQ¶WVHHPWRSXWLWDVKLJKDQGLWLVDWWKHth place in a list of 9 factors. Work environment is more of an intangible factor where the HR as well as operational managers needs to put more creative thinking and create a work atmosphere of team effort, belongingness, fun at work and care for each other.

Recommendations Based on the findings of the survey following recommendations are given to improve the employee retention in hospitality industry: x The overall salary structure, particularly at the team member level needs a revamp. If hotels have to prevent the drain of skilled manpower to allied sectors, this should be a priority concern. x The long work hours need to be rescheduled. Already many hotel chains have realised it and are looking to address this issue. The extra hours must be compensated in the form of over time allowance. The average number of additional work hours put by a team membHU EH\RQG KLV UHJXODU VKLIW FRXOG EH D GHWHUUHQW IDFWRU WR RSHUDWLRQ PDQDJHU¶V performance appraisal. x Better work environment, in terms of social life, recreation, team bondage, collective responsibility, family welfare schemes, regular weekly offs, etc. is a key area which could help the industry from losing its staff to other service sectors which have better HR focus. x HR policies should create sense of belongingness and ownership in the employees to retain them in the long run. Employee stock option, as practiced by international QSR (Quick Service Restaurant) chains has yielded good results in reducing the attrition rate. Some hotel chains give holiday options or a fixed number of room nights to their employees on completion of each year of service. This kind of incentive may be emulated by other hotels as well for its positive impact. x Proper induction and regular training gives a sense of worth and growth to an employee, which is helpful in earning his loyalty and good will for the organisation. The initiative

112 Indian Journal of Applied Hospitality & Tourism Research

by Oberoi hotels to send their employees to their hotels abroad for cross training as a means of incentive is a good example in this direction. x Low room: employee ratio may look good in balance sheet or in board room presentation but it puts immense mental and physical stress on a man at the shop floor level. This aggravates if one of the fellow employee leaves the organisation and replacement takes time to come. Hotels must look at a more rational and middle of the centre approach while forming a staff structure. x Exit interview and an internal analysis of the turn over should form the axis on which KRWHO¶V +5 SROLF\ VKRXOG EH IRUPXODWHG DQG UHYLVHG ZLWK WKH FKDQJLQJ WLPHV $ democratic environment with respect for all individuals go a long way in creating a VWDEOHRUJDQLVDWLRQUDWKHUWKDQDSROLF\RIµKLUHDQGILUH¶ZKHUHWKHHPSOR\HHVOLYHLQ constant fear of losing jobs and are all the time looking for an opportunity to change .

Conclusion High attrition rate is the manifestation of, nearly, negligible HR orientation of hospitality industry since a long time. The salaries, work environment, work hours, employee welfare, almost all of them have been backburner issues in an industry which works 24 hours for 365 days and is heavily dependent upon its employees to man all these hours with a FKHHUIXO GLVSRVLWLRQ DQG FRQVLVWHQW VHUYLFH GHOLYHU\ 7KH UHVXOW RI WKLV SHUFHLYHG µKLJK - stress, low- JDLQ¶FDUHHUFKRLFHKDVUHVXOWHGLQDPDVVLYHGUDLQWRWKHDOOLHGVHFWRUV+RWHO managers must take a cue from the high HR orientation of other service sectors to retain their employees or else they will be left to feed with people of below average skills and quality, which has a direct implication on their service standards. The work-life balance of a hotel employee must be a part of policy planning of the organization. If a hotel works 24 hours it does not mean that the employee is expected to work for inhumanely long hours and he goes back home just to catch up on his sleep. A healthier work environment should also include getting away from a rigid disciplinary regime and moving towards an informal but result oriented framework. In this research, it has been observed that other than the salary, work environment is the most important reason for which the turnover happens. Exit interview is an effective tool to understand the perception related differences between the employees and the management. However, instead of being a tool for self introspection and corrective action it is used to further alienate the employee from the organization. In the survey, majority HR managers are of the opinion that attrition has a major impact on consistency of service delivery as well as on the motivation of the existing employees. It may have a cascading effect in the form of more employees leaving the hotel. The new employee who is replaced takes time to reach to the required level of competence and in the meantime if other employees keep on leaving the organization the service delivery is perpetually compromised. The solution to the problem lies in having a right intent before anything else. Great organizations have been created on the principal of belongingness and inclusiveness with an eye on welfare of all. One can sincerely hope that hospitality industry will soon realize its core strength, which is people, and instead of the lip-service, we will see concrete steps on the ground. The smiles which we see on the face of the hotel staff must be made to stretch up to their hearts, if we wish to manage the alarmingly high rate of attrition.

References Beam, J. (2009). What is Employee Turnover? Wise geek, Retrieved from http: //www.wisegeek.com/ what-is-employee- turnover.html Bonn , M., & Forbringer, L (1992) Reducing turn over in the hospitality industry : an overview of the recruitment, selection and retention. International Journal of Hospitality Management, Vol.11 No.1,48-49 Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 113

Colema, W. (1987). Stabilizing the Workforce: A Complete Guide to Controlling Turnover. Personnel psychology. Westport: Quorum Books, 877-879 Economic Times (16th November 2013) Manpower shortage hits payroll costs in hotels. Retrieved from http://articles.economictimes.indiatimes.com Economic Times (3rd October, 2010). Attrition hits Indian hospitality industry. Retrieved from http://articles.economictimes.indiatimes.com Gangai, K.N.(2013) Attrition at work place : How and Why in hotel industry. IOSR Journal of Humanities and Social Science, Volume 11 issue 2, 38-39 Gujarathi, R., & Peshave, M. (2012) A study of factors influencing increasing attrition rate in hotels of Pune, its impact on the organization and measures undertaken by the hotels to curb the attrition rate. JOHAR Journal of Hospitality Application and Research, Vol.7 No.1, 11-12 Gupta, N. (2013). A Study of Employee Retention with Special Reference to Indian Tourism Industry. European Academic Research , Vol.1 Issue 6, 1008-1010 Live Mint (7th October, 2012). Skill shortage threat to hotel industry growth. Retrieved from https://www.livemint.com Mahajan, S. (2010). Analyzing the impact of attrition rates in hospitality industry. 8QSXEOLVKHGPDVWHU¶VWKHVLV8QLYHUVLW\ of Chester, United Kingdom available online on http://chesterrep.openrepository.com,7-9 Mullins, L. J. (1998). Managing People in the Hospitality Industry (3rd ed.), the nature of hospitality industry. Harlow: Addison Wesley Longman Limited publishers, 10-16 Taylor, S. (1998). Employee Resourcing, Absence and Turnover. London: Chartered Institute of Personnel and Development, 205-227 The National Business (15th February, 2015).Shortage of skilled hospitality staff a headache for UAE hoteliers. Retrieved from https://www.thenational.ae

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Single Lady Travellers in Delhi Hotels: Practices and Challenges Sarah Hussain1 & Kavita Khanna2 Abstract Single Lady Travellers as a target market is on expansion and the hotel industry has started to sensitise itself to their needs. The power of women and their economic impact is being felt in all sectors of the travel and tourism industry. The purpose of this paper is to study the practices being followed along with the facilities provided for Single Lady Travellers in 5 Star Deluxe Hotels in Delhi and to ascertain the challenges faced by these hotels with respect to Single Lady Travellers. The paper also lists the expectations from hotels with regard to a satisfied stay of single women guests. The data has been gathered from the hotel employees of 5 Star Deluxe Hotels of Delhi since most of them have facilities catering to this market. It was found that safety, security and comfort of these guests is a priority concern of the hotel staff.

Keywords: Single Lady Traveller, Target Market, Facilities, Challenges

Introduction The decade has seen a thought-provoking inclination in the demographics of hotel guests in India, with a growing number of single women travellers constituting a niche target market. These women travellers are being enticed with handpicked services and conveniences to confirm their safety, comfort and special attention.

Hoteliers are not only providing attention and responsiveness to what ladies want from their hotel experience but are also walking an extra step with a little bit of sensitivity and care (Michael, 2014).

In the 21st century womenfolk have taken up innumerable roles in the corporate world as managing directors, CEOs, businesspersons, sales and marketing personnel. The female customers are slowly replacing the valued male guest and this can be seen in the hotels globally. As per Hotel and Food Service (2004), with continual upsurge in the count of women chasing careers, this target market is facing a growth of around 15-20 percent every year, for example Indian Tobacco Company (ITC Hotels), has witnessed 10 percent of their customers as domestic or foreign lady travellers. The female clientele according to Travel Industry Association, values luxury and security above all the other factors in the hotel.

The single lady traveller is a quick expanding, niche market holding remarkable potential in India. These days women are known to be as big spenders as men have been and they are ready to splurge as long as they see value in services and products. Making an impression on them and fulfilling their needs will be a significant factor in deciphering Marketing into Sales for the hotels. If hotels continue to perceive their guests mostly as men, they could lose a lot of customer base if their practices or facilities are not custom-made to suit the women guests. Women do not travel with their male partner these days and are making more trips on their own to visit places, relatives, friends with their women friends or along with a tour group. Hoteliers did not consider women as a discrete market segment in the previous years. The marketing practices too perceive women as part of the family market segment and it was believed that they would enter hotels in the forms of wives, mothers, GDXJKWHUVHWF,QWRGD\¶VWLPHVWKHZRPHQPDUNHWLVLQFUHDVLQJDQGLVFRQVLGHUDEOHZKHUH their purchasing power is enormous and profitable enough to be obliged by the hotel industry. The services expected by women folk might be tangible in nature for example the price of product or service, physical appearance or features, and location and intangible like safety, reputation, staff performance. Women are seeming to be particularly attentive for

1 Assistant Professor, BCIHMCT, New Delhi, India. Email: [email protected] 2 Assistant Professor, Amity School of Hospitality, Amity University, Noida (U.P.), India. Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 115

factors like cleanliness, well-kept furniture and fixtures, comfort of bed as a whole, good service provided by the employees, ambience of public areas of hotel and guest rooms, amenities in the rooms, comfortable access etc. Other factors patronised by women are the location of the hotel, the suitability of meeting area, the reputation of hotel. By learning the requirements and understanding of how women rate these services, the hotel qualities could be tailored to their requirements and personnel trained to become more competitive. Other than including services like 24-hour internet access, email, voice-mail, secretarial assistance etc. the hotels also provide facilities for women like employees they can be comfortable with like lady butlers, lady attendants in housekeeping and services like screened telephone calls, entry allowed through swiping cards in elevators, video phone facilities in the rooms (Barrows, C. W., Powers, T. and Reynolds, D. 2012).

Single lady traveller is a new, emerging segment in the Indian hotel industry. Hotels in India are very keenly taking interest in providing exemplary service to single lady travellers. Of late, India has taken up to improve its reputation in safety issues of women and hotels are very conscious of providing a safe, secure and comfortable stay. Delhi hotels being in the capital receives high ratio of domestic and foreign tourist, therefore catering to large number of single lady travellers.

This study has been taken up to understand practices used in the 5 Star Deluxe Hotels in Delhi for single lady travellers as this is the need of the hour. This study will also reveal to what extent these hotels are working in this regard. Business women are one of the fastest growing traveller segments. With this prospective, hotel chains have accelerated their efforts to entice and maintain the loyalty of female business travellers who while getting ahead in their careers are travelling a lot more than before.

Objectives of the Study 1. To find the practices followed and the facilities provided for Single Lady Travellers in 5 Star Deluxe Hotels in Delhi. 2. To ascertain the challenges faced by 5 Star Deluxe Hotels in Delhi with respect to Single Lady Travellers.

Research Methodology The research is Descriptive and Formative in nature. Since the research is formative in nature the appropriate research instrument was unstructured interview method for primary data collection. Universe of Study is six 5 Star Deluxe Hotels of Delhi, since these are known to be the best in class. Sample size is 22 with Sample units being the hotel employees (Managers of senior and middle level and executives) of above mentioned category. These were from Front Office Department (12 employees), Housekeeping (4 employees) Food and Beverage (3 employees), Security (3 employees) Most of the employees were from Front Office Department

Literature Review A survey conducted by metasearch engine iXiGo as cited by Chakraborty (2014), on Single Lady Travellers in Hotels confirmed that Indian women take up travel as frequently as once in two months (50 per cent), 44 per cent women travellers reported that spending quality time with family was a reason for travel. The survey also informed that women these days are tech-savvy, as 43 percent women do online hotel bookings and 76 per cent agreed to making their final choice after reading reviews. Women prefer to stay at hotels that have features that are women oriented. With the growing concerns on safety of single women

116 Indian Journal of Applied Hospitality & Tourism Research

travellers, the hospitality industry in India is seen to be doing their bit to cater to the 'ladies' demand and ensuring their security.

According to study conducted by Lutz (1993) on the significant differences between male and female clientele towards the factors related to hotel accommodation, it was found that even though there is a commonality in factors, the female guests are more sensitive towards certain factors and the hotels need to pay more attention towards these needs. The study also incorporated the suggestions given by the female guests.

As per the study of Chu (2000), of importance-performance analysis of hotel selection factors in the Hong Kong hotel industry, it was found that business and leisure travellers' perceived importance and performance of six hotel selection factors namely: Service Quality, Business Facilities, Value, Room and Front Desk, Food and Recreation, and Security. Room and Front Desk and Security were found to be the determining factors for business and leisure travellers, respectively, in the choice of the hotel. ITC hotels were the pioneers in the services for the single lady traveller and have the special floor for the women. The other hotel chains also have special facilities for their women clientele and others are gearing up for it. Hotels are catering to the female clientele by providing various women friendly services and facilities (Sarkar, 2007).

Peet (2006) states that women travellers have specific facilities in their minds when they are travelling and the hotels are constantly changing and updating in order to attract more women travellers. This study indicates that women business travellers' value security and luxury above all the other factors while selecting the hotel, even though they appreciate all the feminine services offered to them in the hotels. As per Marzuki (2012) on What Women Want: Hotel Characteristics Preferences of Women Travellers, lady guests favour to reside at hotels that where guests' comfort and safety were of top priority. Hoteliers would perform better in learning these penchants of women travellers and deliver services accordingly. Hotel companies in order to remain viable should cultivate and focus their services to meet the expectations, requirements and preference of women business travellers. While the enquiry of what women want has sat times proven indescribable, women business travellers have started to express the service experience with a distinct, clear and consistent communication about the requirement of safety and security, comfort and indulgence. As women push through to higher rankings in the workforce they are naturally travelling more and in some areas are making up to 40% to 50% of all business travellers. Hotels that are able to catch this trend are profitable by being tempting to this segment and performing to delight the female traveller so as to preserve their loyalty and referrals. Women are decision makers of up to 80% to 85% of travel procurements. As more and more females are entering the mid- and senior-management levels, more and more female business travellers will be staying in hotels. For hotels a major share of the business originates from business travellers and meeting guests; and hence this looks up to be a growing trend (Balasubramaniam, 2014).

+RWHOV¶3HUVSHFWLYHRQ6LQJOH:RPHQ7UDYHOOHUV Hotels and even airlines are taking serious review of Single Woman Traveller as a segment since women are travelling for business or other purposes making this segment is quite a sizable one. With women becoming ambitious in the corporate world and independent, travelling KDV EHFRPHDQHVVHQWLDOSDUWRIWKHLUSURIHVVLRQDO DQGSHUVRQDO OLYHV ³:RPHQ 2QO\´WRXUVEHLQJFRQGXFWHGWKHVHGD\VZKLFKRIIHULQWHUHVWLQJSDFNDJHVHQWLFLQJZRPHQ to take up travel solo and independently. Mobiles have added further ease to look up for Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 117

hotels and travel options, giving a huge boost to female independence with regard to travelling (Balasubramaniam, 2014).

7KH TXHVWLRQ DULVHV ³'R ZRPHQ KDYH DQ\ VSHFLDO QHHGV"´ :HOO WKH\ GHILQLWHO\ KDYH Researches reveal that with number of Single Woman Traveller on a rise, women who GRQ¶W UHDOO\ EH WUHDWHG GLIIHUHQWO\ UDWKHU ZLWK VSHFLDO WUHDWPHQW :LWK VRPH FKDQJHV LQ infrastructure, single women guests expect modifications in attitude and sensitivity towards their needs. What women want from a hotel is not different from a typical hotel guest - safety, security, cleanliness, comfort and those conveniences that make them feel cared for. But to be honest we will look a little harder to find the details that matter. Sensitising the staff towards women needs would help in creating brand loyalty and building positive image of the hotel (Nayer, 2014).

Expectations from the hotels x Safety and Security: As per the various researches women have reported security as the primary concern in hotels. A commitment from the hotel to make woman guest feel safe by ensuring good lighting in corridors and parking area would go a long way. A women only wing would be a bonus, if not then single women guest must be given a room next to the elevator and has only one entry exit point. Dining alone in the restaurants or exercising in the gym should be a pleasant experience, as the hotel staff should be able to handle and avoid unpleasant situation making female guests uncomfortable (Feickert, J., Verma, R., Plaschka, G., & Dev, C. S., 2006). A research conducted by Lemon Tree Hotel Chain in 2014, on 550 women guests as cited in Balasubramaniam (2014) found 18% suggested separate floors for women would make their stay safer and more comfortable. An internal survey of their guest profiles showed single lady travellers constituted 16% of Lemon Tree customer base. x Discreet Check-in: The front desk employees should be discreet in while taking a check in of single lady by not announcing their names or room numbers. Individualised key cards with their names and room numbers written down rather than spoken aloud is practise followed in many good hotels (Nayer, 2014). x Room location and safety: Women only floors or specially allotted rooms in well lit corridors along with CCTV cameras must be mandatory in hotels. Chain locks, peep holes, in room safe deposit boxes emergency alarm buttons are some features that add to making women guests comfortable (Nayer, 2014). Safety and Security being important for women guests, free escort services are offered by most hotels. Safety is the primary concern for women when they select a particular property. Hence, in most five star hotels in Delhi, single lady travellers are allocated rooms on special and exclusive areas or floors, ensuring unobtrusive service along with facilities for further safety like videophones and call screening facilities (Paul, 2005). x Data security: 1R WKLUG SDUW\ VKRXOG NQRZ DERXW JXHVWV¶ PRYHPHQWV OHW DORQH ODG\ guests. For example, if such information is leaked then an outsider might pose as an employee from the hotel and cause any kind of harm (Balasubramaniam, 2014). x Complimentary services: For women JXHVWV¶ hotel must provide complementary shuttle service to/from the airport to safeguard them against any mishap on the way and especially because they would not be knowing the way around (Dev, 2011). The Jaypee Vasant Continental has assigned six rooms only for their female guests. In addition to this the women guests at Jaypee are provided with a 20 per cent discount in its food and beverage outlets where they are served by all-women crew (Paul, 2005). x Amenities: Fluffy bathrobes and towels, women oriented toiletries like fancy or branded shampoo, conditioner, moisturisers, face wash, body wash, loofah, sanitary napkins, good

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hair GULHUKDLUVWUDLJKWHQHUVNLUWKDQJHUVZRPHQFHQWULFPDJD]LQHVDOOZLOOZLQZRPHQ¶V hearts for sure (World Luxury Tourism, 2014). Keeping up with its name, Eva floor at ITC was the protagonist in this trend in India. Women guests are pampered with floral décor, women valets, soft drinks in the miniature bar, iron in the cupboard, keeping the IHPDOH WUDYHOOHUV¶ UHTXLUHPHQWV LQ PLQG $Q H[WUD VWHS LQ WDNLQJ FDUH RI GHWDLOV OLNH detangling combs, nail polish removers, assortment of herbal and skin-friendly cosmetics, lip balm and astringent are supplied attentively in the guest bathrooms (Paul, 2005). The inclination of servicing for women is a promising phenomenon all over the world, and the number of hotels providing these facilities is growing. Hyatt Hotels Corporation has of late introduced programs for women after conducting research and focus groups. It was established that female guests require guarantees that their guestrooms have been cleaned and a constant interchange with the hotel to offer feedback (Malkani, 2015). ITC Hotels was probably one of the first when it introduced the concept of EVA, over a decade ago. A concept arose from the demand from this segment to have facilities and amenities designed to cater WR WKHLU QHHGV ,7& KRWHOV KDYH EHHQ DFFUHGLWHG ZLWK WKH µ:RPHQ $ZDUH¶FHUWLILFDWLRQPDNLQJLWWKHSUHIHUUHGFKRLFHIRUVLQJOHODG\WUDYHOOHUVIURPDFURVV the globe. The option of staying in an EVA room is the discretion of the single lady traveller. The choice of amenities and services were based on the specific needs of the segment, (Dev, 2011). x 24 X 7 Room Service: A round the clock room service would help the women safety concerns. A lady butler/ room service attendant would add on to the better management of single lady guest issues. Round the clock housekeeping services also ensure a comfortable stay of women guests. (Dev, 2011) x Women only Bar: Having a bar served by women bartenders and attendants would help women to relax and enjoy a drink and socialising without worrying. Hotels are becoming more reliant on this segment as women travellers are better spenders and love to indulge in quality lifestyle amenities including spas, beauty, health and wellness (Andrea, 2013). x Environment Friendly: Ever more women travellers are deciding on to be environment conscious and they favour to endorse green hotels. (Dev, 2011)

Worthy mentions for New Delhi Some hotels in New Delhi like The Taj Group, The Oberoi, Imperial, ITC Maurya, Hyatt, Lemon Tree, Leela Palace, Le Meridian and Shangri La have incorporated some or most of the above mentioned features. These efforts in ensuring safe and comfortable stay for fairer sex will improve tourism initiatives of the country as a whole (Michael, 2014).

ITC Hotels were the first to bring rooms exclusively for women travellers in India, called as Eva rooms, the idea has progressed from being just a room category at ITC Maurya in New Delhi to a full-fledged wing and floor in ITC Hotels across India committed to serve only women guests (Indo Asian News Service, 2013). The floors at ITC Maurya have only women staff at all hours and distinct keys are provided to guests to keep rooms secure. The rooms allotted to women guests are located near the lobby area. Other facilities include personalised care and women valets to help with dressing. (Roy, 2015)

The Leela Palace, New Delhi has come up with a novel package for single women guests, which includes a collection of services such as devoted women housekeepers, butlers, concierges, tour guides and personal shopping assistants. They also allow women an access to a personal chef who curates personalised menus during their stay (Malkani, 2015). A FXVWRPLVHGSDFNDJHWR ZRPHQWUDYHOOHUVFDOOHG ³.$0$/´LVEHLQJRIIHUHGDW7KH/HHOD Palace, New Delhi, which includes devoted women service staff, personal shopping assistants and guides, and special in-room services. (Roy, 2015) Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 119

The Taj Group, along with providing exclusive floors for ladies only, with each room equipped with security camera allowing the resident to see who is at the other side of the GRRU ZRPHQ H[HFXWLYHV IRU IHPDOH JXHVW UHTXHVWV DOVR SURYLGH µIRU \RXU FDUH NLW¶ containing products especially for ladies like nail file, nail varnish remover and hygiene products to name a few (Luxe India, 2013). Taj Mahal Hotel also takes special care for women guests. They have made a database encompassing guest history empowering them to revolutionise and deliver vital services to lady guests. With their Lady Butlers to help women guests during their stay, who make dinning reservations, arrange for city shopping. Other than providing hygienic and beautifully plated dishes, the chefs also ensure to provide meals as per the diet requirement or meal plan of the lady guest (Paul, 2005). At the Taj Mahal Hotel, video door phone facility is provided to lady guests along with giving rooms near elevators. Baggage assistance and handling is provided by lady security officers; women housekeeping staff and butlers; and the rooms are not interconnected for complete privacy (Roy, 2015).

The Oberoi Hotels, have their airport representatives helping lady guests by providing lady chauffeurs, women staff, butlers, executives and female guides during excursions assigned to them (Luxe India, 2013). The Oberoi Hotel went an extra mile by providing robes for women lawyers and confirms unobtrusive pool service and a well-located table at the restaurant (Paul, 2005).

The Imperial Hotel provides Eliza Rooms, catering especially to women guests along with special in room check-in and a special airport pickup with lady staff and butler for assistance. The rooms have a feminine touch with upholstery in women friendly colours, stylish bathrobes, flower arrangements, welcome basket consisting of a manicure set, magazines for ladies and other conveniences and bathroom amenities and accessories (Luxe India, 2013). Across town, the Imperial stresses save time for the busy lady traveller by incorporating express check out and check in services, wireless Internet connections in rooms and jetlag treatments in the salon. The hotel's low-rise structure creates a cosy atmosphere where the staff's familiarity with guests does not really translate into a need for a dedicated floor for women (Paul, 2005).

Summary of Data Collected and Findings Following findings have come forth from the unstructured interviews conducted for the research. The qualitative data has been summarised using content analysis. The common practices and challenges have been reported collectively. The practices and challenges faced by hotel employees while hosting single lady travellers were:- x Security issues will always be a challenge in India. The hotels ensure that the guides escorting the guests are registered. The Concierge and Guest Service Agents ensure that lady guests on their own are briefed about the precautions to be taken when out of the hotel. They are briefed about the places which are safe, unsafe, timings, mode of commutation, hotel phone numbers and other related information related to security issues. Safety, security at all areas of the hotel including the parking lot and outdoors is maintained through vigilant staff and CCTV cameras. Since security is a primary concern, most hotels have incorporated free pick-up and drop services from the airport for their women travelers. x Privacy of the female guest is given utmost priority and staff are sensitized that at no SRLQWODG\JXHVWV¶LGHQWLW\DQGURRPQXPEHULs to be disclosed to anyone. Discreet check- in is conducted.

120 Indian Journal of Applied Hospitality & Tourism Research

x The employees understand that this target market of Single Lady Travellers requires more care and understand that it is a vulnerable group. It is an understanding that this target market requires more attention to be given. x Extra precautions are taken in case of foreign single lady traveller as they are apprehensive regarding safety of women which is basically a psychological factor. The foreign single lady guests have a lot of questions, which are addressed to with utmost care and on priority basis. The staff keeps all their needs as precedence which becomes difficult if not met properly. x 7KHKRWHOV¶VWDIIHQVXUHVWKDWODGLHVGRQRWIHHORXWRISODFHZKLOHGLQLQJRUDWWKHEDU This is not a challenge but they ensure their privacy is maintained. Single lady travellers might feel conscious eating alone at restaurants or bars so hotel staff keep a watch and ensure any unpleasant incident is avoided. Room service attendants are women stewards for SLT in many hotels. x 2QO\ZRPHQVWDIIFDWHUVWR/DG\*XHVWV¶QHHGV7KH\KDYHDVHSDUDWHIORRUDQGDUHJLYHQ special preference. Full length mirrors, make up mirrors, skirt hangers, herbal teas, stylish rooms with fresh flowers, ladies kit and yoga mats, cosmetics etc. are provided for in most of the hotels. x Some are guests are fussy and require to be calmed, the staff are trained to be very patient, be a good listener, be more polite along with pleasing voice. x Women guests are usually more concerned about hygiene and cleanliness. The housekeeping department ensures that their rooms provide them the needed comfort along with desired amenities x They are more health conscious and therefore prefer healthy over taste and flavour of food. x Women are found to give feedbacks religiously; therefore this gives the hotels opportunity to improve their services accordingly.

Conclusion and Recommendations It has been established that hotels have realised the importance of Single Lady Traveller as a major target market and are all making all efforts to woo this segment. However fruitful this market is, to cater to their needs is challenging as the staff have to be extra cautious and DOHUWLQKRVWLQJWKHP³7UDYHOOLQJ6ROR´LVJRLQJWREHDQHZWUHQGLQWUDYHODQGWRXULVP industry. This is validated by the tour organisers in the UK and other countries as they are recording that almost 35 per cent of their clients are single travellers. That figure was further expected to increase to 38 per cent based on advance bookings in 2015. Travelling alone is most popular with women, the research has also informed, as 58.3 per cent of single travellers were reported to be female (Shackleton, 2015). Therefore, India has a reason to project itself as a safe country not only for single women but also male travellers travelling solo. The dynamics and requirements of guests always keep on changing and evolving. The hotels need to keep a close check on guest feedbacks and conduct researches in order to evolve along with the guests. It was found that safety, security and comfort of these guests is a priority concern of the hotel staff. According to Walker, 2010, managing security of all categories of hospitality and tourism operations is crucial and disaster plans should be made for each kind of threat. Personal safety of guests must be the first priority.

Some hotels are offering free airport pickup and drop facility to Single female travellers, but this practice should be followed by most hotels. This would not only increase the travel momentum of women, but would help in marketing of properties as well. A suggestion to the hotel managers is that a courteous follow-up note from the general manager or the front office manager post stay would always be valued by ladies. It simply shows that they are Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 121

important guests and that the hotel would be pleased to serve them again. This would also be a great way of asking for their feedback. The efforts and practices used by hotels for safe and comfortable stay of single women guests should be advertised and even the campaign to boost inbound tourism must feature these in order to project India as a safe destination for Foreign Single Women Tourists.

References Andrea. (2013, March 1). How to please women traveller. Retrieved April 16, 2015, from http://londonhotelsinsight.com/2012/03/01/what-women-want-from-hotels/ Marzuki, A., Chin, T.L., & Razak, A.A. (2012). What Women Want: Hotel Characteristics Preferences of Women Travellers, Strategies for Tourism Industry - Micro and Macro Perspectives, in Kasimoglu, M. (Ed.), InTech, DOI: 10.5772/37101, available from: http://www.intechopen.com/books/strategies-for-tourism-industry-micro-and-macro- perspectives/what-women-want-hotel-characteristics-preferences-of-women-travellers Balasubramaniam, C. (2014, June 16). What women want from their hotel experience. Retrieved April 2, 2015, from http://www.hotelnewsnow.com/article/13898/What-women-want-from-their-hotel-experience Barrows, C. W., Powers, T., & Reynolds, D. (2012). Lodging: Meeting Guest Needs. In C. W. Barrows, Introduction to Management in Hospitality Industry (pp. 293-294). New Jersey: John Wiley & Sons, Inc. Chakraborty, K. (2014, March 19). Hotels in India gear up for single women travellers. Retrieved from http://archive.indianexpress.com/news/hotels-in-india-gear-up-for-single-women-travellers/1234119/ Chu, R.K.S., & Choi, T. (2000). An importance-performance analysis of hotel selection factors in the Hong Kong hotel industry: a comparison of business and leisure travelers. Tourism Management, 21, pp. 363-377. Dev, S. (2011, March 1). A place for Eve. Retrieved April 11, 2015, from http://archivefhw.financialexpress.com/20110315/internationalwomensdayspecial01.shtml Feickert, J., Verma, R., Plaschka, G., & Dev, C. S. (2006). Safeguarding your customers: The guest's view of hotel security [Electronic version]. Cornell Hotel and Restaurant Administration Quarterly, 47(3), 224-244. Retrieved [insert date], from Cornell University, School of Hospitality Administration site: http://scholarship.sha.cornell.edu/articles/53/ Gumatse, R.A. (2013, October). To Study the Facilitie and Amenities offered for a Single Lady Traveller in the Five Star and Midscale Hotels in Mumbai and Pune. Tactful Management Research Journal Vol. 2 , Issue. 1. Indo Asian News Service (2013, June 9). Delhi hotels prioritise women security with eva rooms, lady butlers. Retrieved April 15, 2015, from http://indiatoday.intoday.in/story/delhi-hotels-prioritise-women-security-with-eva-rooms-lady- butlers/1/279263.html Lutz, J. (1993). Hotels and the businesswoman: An analysis of businesswomen's perceptions of hotel services, Tourism Management, volume 14 (5). pp.349-356. Luxe India. (2013, January). Top Women-Friendly Facilities at Luxury Hotels. Retrieved April 4, 2015, from http://www.luxeindia.in/NewsLetter/january-2013/travel-tips-for-women-travelling-to-india.html Malkani, A. (2015). Safety Endeavours for Lady Guests. Hotel Business Review, , July-August 2015, pp. 22-27. Nayer, M. (2014). What Women Want (From a Hotel). Retrieved April 14, 2015, from http://www.4hoteliers.com/: http://www.4hoteliers.com/features/article/8524 Paul, N. (2005). Sweet Suite. Retrieved April 6, 2015, from http://indiatoday.intoday.in/story/delhi-hotels-extend-much- needed-tlc-to-single-women-travellers/1/192661.html Roy, S. (2015). Hotels offer a recipe for safety measures. Retrieved November 2, 2015 from http://www.thehindu.com/: http://www.thehindu.com/news/national/other-states/hotels-offer-a-recipe-for-safety-measures/article7831084.ece Shackleton, E. (2015). Single travel is becoming more popular than ever. Retrieved January 21, 2015 from http://www.independent.co.uk/travel/single-travel-best-places-to-visit-9982816.html Walker, J. (2010), Introduction to Hospitality Management, Pearson Education, London.

World Luxury Tourism, (2014). What Women Want ± $QLQVLJKWWRZRPHQWUDYHOOHUV¶QHHGV5HWULHYHG6HSWHPEHU 2015 from http://www.worldluxurytourism.com/featured/women-want-insight-women-travellers-needs-2.html

122 Indian Journal of Applied Hospitality & Tourism Research

Inbound Tourists to India: Role oI,QGLD¶V,PDJH Incredible India Campaign Manjula Chaudhary1 & Swati Sharma2

Abstract This study is an attempt to understand the role of image of India and Incredible India Campaign on foreign tourists coming to India. The different constructs of image and holistic image have been used to understand the image of India among foreign tourists. The awareness of Incredible India campaign and sources of awareness of this campaign have been analysed. The Incredible India tagline has been linked to constructs of image as perceived by sampled respondents and the role of these image constructs on travel decisions to India has been explored. This study is based on survey of 152 foreign tourists in Delhi with the help of structured questionnaire. The data was collected between the months September to December 2015 at Airport, monuments, central markets, museums of Delhi based on conveniences sampling. The results of the study indicate awareness of Incredible India Campaign among53.9 per cent tourists and internet (websites) was dominant source of information for this.While44.6 per cent of the tourists got information on India from friends and relatives. The decision of foreign tourists to visit India was found to be positively correlated to image constructs; Spirituality and Fairs & Festivals and negatively correlated to unhygienic, crowd & poverty. Overall image is found to be important determinant of travel decisions. The researchers propose that Incredible India Campaign can possibly be more effective if its message is channelled through friends and relatives; the important source of information on India for foreign tourists.

Keywords: Destination Image, Incredible India, Nation Branding, Tourist Behaviour, India Inbound Tourism

Introduction 7KHOLQNEHWZHHQLPDJHVRIGHVWLQDWLRQVDQGWRXULVWV¶FKRLFHV has made destination image management a subject of academic as well as industry research. Destination managers systematically develop images over a long period that are branded and rebranded in sync with changing market situations. Many of these images have been successful in positioning destinations appropriately while many others have not been able to hit the target. All these cases invite enquiry from researches to understand these images and their effect on tourist behaviours. Images are complex constructs that form over long period resulting from interplay of many forces. The ambiguous, subjective and immaterial nature of the image construct and its large number of elements and attributes has made it even more complicated to define (Lopes 2011). In image studies, there is lack of clarity in defining image where many definitions are vague while in most cases definitions have not been made explicitly available Echtner & Ritchie (1993), Pike (2002) and Gallarza, et al., (2002), Tasci et al. (2007).Image is regarded as relative, subjective and comparative at the same time where subjectivity relates to change from person to person and comparativeness occupies perceptions among various objects. 7KHWRXULVWV¶SHUFHSWLRQRILPDJHVLVRXWFRPH of exposure of tourists to their sources of information on different image constructs and PDQ\RIWKHVHFDQEHH[WUDQHRXV0DUNHWHUV¶FRPPXQLFDWLRQFKDQQHOVRIWHQDUHWKHRQO\ controllable sources of imagery of destinations that are used for planned projection of images.

Planned projection of destination images through organized promotion using slogans and taglines has been an established practice across the destinations. New York launched the SKHQRPHQDOO\ VXFFHVVIXO ³, /RYH 1HZ

1 Professor, Department of Tourism and Hotel Management & Dean, Faculty of Commerce & Management, Kurukshetra University, Haryana, India. 2 Assistant Professor, Amity University, Noida (U.P.), India. Email: [email protected] Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 123

FDPSDLJQWLWOHG³,W¶VSRVVLEOH´DQGLQFUHDVHGYLVLWV,QGLDDVDQation destination adopted this strategy in 2002 with XQGHUµ,QFUHGLEOH ,QGLD¶PDUNHWLQJ FDPSDLJQ DIWHUFRQVHFXWLYH years of decline in tourism arrivals. The campaign was launched with the objective of positioning India as a global brand with a clear identity & a unique branding. The international tourist arrivals nearly doubled in the four years following its launch.

The projected tourism images through branding campaigns are often linked to tourist arrivals though this relation may not be easy to establish in view of multitude of causes. Still the global level tourist inflows of more than one billion, 10% contribution to global GDP and 3 to 4 per cent growth in international tourism in a year (UNWTO 2015) are big enough motivators for the countries to make their efforts on branding. Moreover branding and projected images yield competitive advantages in the current times of increased competition among destinations. The strategy of nation branding has got more attention in the last two decades (Table 1).

Table 1: Nation branding by different countries Year of Starting Country Campaign Slogan Campaign 1998 Thailand Amazing Thailand 1999 Malaysia Truly Asia 2000 Singapore Live it up Singapore 2002 India Incredible India 2002 Malta Visit Malta 2006 Australia ³:KHUHWKHEORRG\hell is \RX"¶ 2009 New Zealand 100% pure New Zealand 2011 Cambodia Adore Cambodia 2011 Taiwan The Heart of Asia 2012 USA Brand USA 2012 Vietnam Vietnam- A Different Orient 2012 Tanzania Magical land 2012 Philippines µ,W¶VPRUHIXQLQWKH3KLOLSSLQHV¶ 2014 Dubai See you in Dubai 2014 Albania Go your own way

The increasing use of nation branding in general and for tourism in particular has brought increasing competition for the consumer memory and action. The following review of literature explores different dimensions of destination image building.

Review of Literature Destination image is commonly accepted as an important input in effective tourism management and destination marketing. The concept of destination image was introduced by Reynolds (1965) and after that many researchers have worked on it (Table 2) stressing that image is one of the key factors in destination choice (Bigne et al., 2001; Gallarza et al. 2002; Beerli and Martin, 2004; Wang and Hsu, 2010). The studies brought to fore that destination images; particularly positive and favourable images are useful as destinations with strong and positive images have higher probability of being chosen by the tourists (Hunt, 1975; Gartner and Shen, 1992; Echtner and Ritchie, 1993; Beerli and Martin, 2004). Image in tourism has become the only means to compare, choose and final selection of destination by the tourists on account of intangibility of offerings (O'Leary and Deegan, 2005.) because what motivates consumer/tourist to act are perceptions rather than reality (Gallarza et al., 2002, overall image plays a fundamental role in the success of tourism

124 Indian Journal of Applied Hospitality & Tourism Research

GHVWLQDWLRQVVLQFHLWVWURQJO\LQIOXHQFHVWKHFKRLFHRIDGHVWLQDWLRQDQGWRXULVWV¶VDWLVIDFWLRQ (Chon, 1990; Bigne et al., 2001; Wang and Hsu, 2010).

Destination image management is considered as an important aspect of destination marketing and the images held by individuals in the marketplace are considered crucial to a destination's marketing success (Tasci & Gartner 2007). Destination image exerts significant impact on the decision-making process of tourists and tourist behaviour (Byon and Zhang, 2010, Boo et al., 2009, Katenholz, 2010 and McCartney, Butler and Bennett, 2009) that influences return intention, loyalty and positive word of mouth communication, as well as a prominent dimension of brand equity (Gartner, 2007 cited in Boo et al., 2009) DQG DV D NH\ FRPSRQHQW RI GHVWLQDWLRQ OR\DOW\ 7KH WUDYHOOHU¶V FKRLFH RI D YDFDWLRQ destination depends largely on the favourableness of his or her image of that destination (Leisen 2001) making destination image and especially factors influencing it important for good positioning of destinations The information about a specific destination is an important means of promotion for the tourism industry and influences destination image.

The ultimate goal of any destination is to influence possible tourists' travel-related decision making and choice through marketing activities. Although it is not possible to influence all aspects of image formation, tourism marketers try to strategically establish, reinforce and, if necessary, change the image of their destination by communicating a strong destination brand. Regardless of the importance given to Destination image by previous researchers in the past 35 years (Gunn, 1989; Hunt, 1975; Crompton, 1979; Gartner, 1989; 1993; Chon, 1991; 1992; Gallarza, Saura, & Garcia, 2002; Tasci & Gartner, 2007) the lack of useful practical applications and conceptual framework (Crompton, Fakeye, & Lue, 1992.; Gallarza, Saura, & Garcia, 2002), especially in the area of destination management, has also been questioned due to the fact that the construct remains incomplete. In this context, Echtner and Ritchie (1993) recall that in most studies there is not a concrete indication if the authors are considering attribute-based or the holistic components of image, or even both.

Table 2: Definitions & concept of Destination Image used by researchers (1965-2012) Reference Description of image Reynolds (1965) The concept of image is a complex and selective mental processes carried out by individuals from a flood of selected impressions. Gunn (1972) %RWK LQGXFHG DQG RUJDQLF LPDJH DUH LPSRUWDQW EXW ZH FDQ¶W control organic image but induced image can be controlled through marketing Hunt (1975) "Perceptions held by potential visitors about Utah, Montana, Colorado, Wyoming an area" Crompton (1977) 2UJDQL]HGUHSUHVHQWDWLRQVRIDGHVWLQDWLRQLQDFRJQLWLYHV\VWHP´ Goodrich (1977) To measure the image of nine destinations Florida, Hawaii, Mexico, California and five Caribbean Islands Crompton (1979) "Sum of beliefs, ideas and impressions that a person has of a destination" Pearce (1982) To measure and compare the pre-travel and post-travel images of seven countries Haahti & Yavas (1983) To measure the image of Finland (twelve countries included in the survey) Crompton & Duray (1985) To measure the image of Texas (while testing alternative approaches to importance-performance analysis) Kale & Weir (1986) To measure the image of India Phelps (1986) "Perceptions or impressions of a place" Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 125

Tourism Canada (1986-1989) "How a country is perceived relative to others" Gartner & Hunt (1987) "Impressions that a person ...holds about a state in which they do not reside" Richardson & Crompton "Perceptions of vacation attributes" (1988) Gartner ( 1989) ³A complex combination of various products and associated DWWULEXWHV´ Calantone,et al. (1989) "Perceptions of potential tourist destinations" Reilly (1990) "Not individual traits ... but the total impression an entity makes" Echtner & Rithchie (1991) The perceptions of individual destination attributes & the holistic impression made by the destination. Fakeye & Crompton (1991) Image is the mental construct developed by a potential tourist on the basis of few selected impressions among the flood of total impressions Chon (1992) Before people go to a destination they develop the image and a set of expectations based on previous experience, word of mouth, press reports, advertising and common beliefs Ddgostar & Isotalo (1992) Overall impression or attitude that an individual acquires of a place Gartner (1993) Destination image are developed by three hierarchically interrelated components: cognitive, affective & conative Santos Arrebola (1994) Image is a mental representation of attributes and benefits sought of a product Paranteau (1995) Is a favorable or unfavorable prejudice that the audience and distributors have of the product or destination Bramwell and Rawding (1996) A construction of mental illustration on the basis of information delivered by the information agents Mackay & Fesenmaier (1997) A composite of various products (attractions) & attributes woven in to a total impression Pritchard (1998) An visual or mental impression of a specific place Baloglu & McCleary (1999) $QLQGLYLGXDO¶VPHQWDOUHSUHVHQWDWLRQRINQRZOHGJHIHHOLQJVDQG global impressions about a destination Coshall (2000) 7KHLQGLYLGXDO¶VSHUFHSWLRQVRIWKHFKDUDFWHULVWLFVRIGHVWLQDWLRQV Manjula Chaudhary (2000) A study on destination image of India ± A perspective of foreign tourists.

Murphy, Pritchard & Smith A sum of associations and pieces of information connected to a (2000) destination, which would include multiple components of the destination and multiple perception Bigne, Sanchez and Sanchez The subjective interpretation of reality made by the tourist (2001) Gallarza et al. (2002) Image is conceived as a subjective concept Kim & Richardson (2003) Totality of impressions, beliefs, ideas, expectations, & feelings accumulated towards a place over time Beerli & Martin (2004) The socio-demographic characteristics of tourists also greatly influence the cognitive and affective assessment of the overall image Bonn et al. (2005) It is necessary to identify important destination attributes that contribute to destination image Firmino Santos & Carneiro Demographic variables strongly influence the image tourists have (2006) of tourist destinations Ryan and Cave (2007) It is also important to note that the cognitive component of the image has a considerable impact on the affective component

126 Indian Journal of Applied Hospitality & Tourism Research

Garcia Varela ( 2008) The image tourists have of tourist destinations is an element of importance therefore ultimately influencing the final choice or behavioral intentions Bigne, Sanchez & Sanz (2009) It consists of all that the destination evokes in the individual; any idea, belief, feeling or attitude that tourists associate with the place. Molia et.al. (2010) Promotion, through tourism imagery & representation plays a vital role, because images serve various functions, such as expressing ideas & sending messages. Staniciou et.al. (2011) Brand image is a perception of the receiver and depends on the SUHYLRXVH[SHULHQFHVDQGRQWKHPDUNHWHU¶VFRPPXQLFDWLon skills Raffaella Nicoletta & Rocco Image is an important component of tourism destination Servodio (2012) marketing because it influences tourists' behavior by stimulating multiple creative activities and experiences Source: Studies listed above

The findings of studies on image building and branding are relevant for India where Incredible India is seen as an umbrella brand encompassing state brands and theme brands as discussed below.

,QFUHGLEOH,QGLD&DPSDLJQDQG,QGLD¶V,PDJH The Incredible India Campaign (IIC) was launched by Ministry of Tourism, Government of India and it was a multi-million dollar global endeavour (Ministry of Tourism and Culture 2002). It was conceived and implemented in 2002 with the objective to produce a unique and unified bUDQG WKDW ZRXOG HIIHFWLYHO\ ³SHUYDGH DOO IRUPV RI FRPPXQLFDWLRQ DQG VWLPXODWH WKH WUDYHO FRQVXPHU¶V EHKDYLRXU DQG GHFLVLRQ-making process to competitively SRVLWLRQ ,QGLDLQ WKH JOREDO PDUNHWSODFH´ .DQW :KLOH LWLV HDV\WR SRVLWLRQDQG brand single-product destinations like the Maldives and Mauritius or a wildlife destination like South Africa, it is extremely difficult and complex to establish a clear, precise identity for a multiproduct like India. India is a land of contrasts, a combination of tradition and modernity ± a land that is at once mystical and mysterious. India is bigger than the twenty- three countries of Europe put together and every single state of India has its own unique DWWUDFWLRQV µ,QFUHGLEOH ,QGLD¶ WKHUHIRUH QHFHVVDULO\ KDG to be the mother brand with the states establishing their own brand entity and emerging as sub-EUDQGV¶¶ .DQW 7KH IIC is deemed responsible for the rise in foreign exchange earnings, which grew from $3460 million in 2000 to $11747 million in 2008 and largely responsible for the increase in tourists arrivals to India, a figure that rose from 2.65 million in 2000 to 5.38 million in 2008 .DQW ,Q,QGLD¶VSRVLWLRQLQ)XWXUH%UDQG¶V&RXQWU\%UDQG,QGH[ZDVRXW of a total of 45 countries. By 2006, India was India amongst the top 10 country brands (Kant, 2009). This campaign uses multiple themes and multiple platforms to promote brand India. The multiple platforms tend to act as inputs for the campaign as a whole. Some of these inputs are Incredible India-Virtual tour on Incredible tour, Incredible India- Walking tours on Incredible India site, Audio guides on Incredible India sites, Films on you tube on Incredible India, Face book page of Incredible India, Reviews of Incredible India on Trip Advisor.

While promotion campaigns contribute to brand building, the role of other inputs is equally important such as rankings by other independent bodies, travel advisories and media coverage. The ranking of nations by World Economic forum (2013) on Tourism and Travel Competitiveness Index assesses countries on tourism readiness and As World Tourism and Travel Competitiveness Report (2015) ranks India 55th among 141 countries with lagged placing on health and hygiene (106th), ICT readiness (114th), safety and security (97th) and Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 127

environmental sustainability (139th). India is rated as a low peace country on Global peace index(2014) with a rank of 143 among 165 countries for reasons of international strife and widespread internal conflict, Maoist movements, sporadic conflict with China and Pakistan and an estimated 65 operational terror groups. The many non-controllable factors in India have countered the effect of Incredible India campaign as Chanchani, (2008) study found that the coordinated attacks in Mumbai in November 2008 ended the steady rise in international arrivals seen since 2002. Travel advisories of different source countries for international tourists to India provide their own inputs on India presenting a completely different picture.

The overall image and brand building of India is the outcome of complex interplay of all these forces.

Objectives of the Study The focus of this study is to understand the impact of image of India and Incredible India campaign on inbound tourists to India. The specific objectives are:- 1. To assess awareness of Incredible India campaign and Incredible India campaign inputs among inbound tourists to India. 2. 7RDVVHVVWKHDZDUHQHVVRI,QFUHGLEOH,QGLD¶V Campaign due to campaign inputs. 3. To assess the role of image of India in catalyzing inbound tourists visits to India.

Hypotheses Based on review of literature and discussion with experts it was hypothesized that Incredible India inputs affect the awareness of Incredible India Campaign and image of India influences decision of the tourists to visit India. However, for statistical testing, following null hypotheses have been framed. 1. Incredible India campaign inputs are not related to awareness of Incredible India Campaign. 2. There is no significant relationship between image of India and decision of foreign tourists to visit India.

Research Methodology )RU XQGHUVWDQGLQJ WKH UROH RI ,QGLD¶V LPDJH DQG ,QFUHGLEOH ,QGLD FDPSDLJQ RQ LQERXQG tourists to India a structured questionnaire has been used where variables used were identified from the review of past studies. The questionnaire uses nominal as well as five point Likert scale. The sample size of 384 was planned using sample size formula for a mean with 95 per cent confidence level and 5 per cent margin of error. However the response rate was low and 152 questionnaires were got filled. Tourists were contacted at Airport, monuments, museums and central markets in the period of September 2015 to December 2015. The convenient sampling has been used as tourists space was not disturbed by the researcher. The data has been tested for validity through &URQEDFK¶V alpha which was found to be 0.92 indicating good reliability of data. The primary data collected has been analyzed with the help of statistical techniques; correlation, regression, mean and standard deviation.

Data Analysis and Findings The primary data collected from 152 respondents has been used to derive inferences. Data was analysed in SPSS 16. The demographic profile of respondents is given in table 3. It shows that 86 (56.6 per cent) respondents are male & 66 (43.4 per cent) were female. Out

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of 152 respondents 49.3 per cent are married & 48per cent were unmarried. Maximum numbers of foreign tourists (31.6per cent) are between the age group of (26-35) years.

Table 3: Demographic profile of respondents Demographic Variables % (Number) Gender Male 56.6 (86) Female 43.4 (66) Marital Married 49.3 (75) status Unmarried 48.0(73) Others 2.0 (3) Age 18-25 17.1 (26) 26-35 31.6 (48) 36-50 25.7 (38) 51-60 17.1 (26) 61+ 8.6 (13) Education Up to 10th standard 2.6 (4) Up to 12th standard 10.5 (16) Graduate 49.3 (75) Post Graduate 37.5 (57)

Awareness of Incredible India campaign and image constructs of Incredible India among inbound tourists to India The awareness of Incredible India campaign among inbound tourists to India has been attempted through frequency distribution (Table 4).

Table 4: Awareness about Incredible India tagline Awareness Frequency Percent Yes 82 53.9 No 70 46.1 Total 152 100.0

The awareness about India is moderate as equally good numbers of respondents were not aware about it. It shows that only 53.9 per cent foreigners were aware about Incredible India tagline. The responses on sources of awareness of India are presented in table 4.

Table 5: Source of information on India prior to visit Information sources prior to visit Responses Percent N % of Cases Information from Travel agent 17 9.1 11.2 Information from Friends & Acquaintances 83 44.6 54.6 Advertisements and information on internet 52 28.0 34.2 Incredible India Campaign 16 8.6 10.5 Events promoting India 7 3.8 4.6 Any other 11 5.9 7.2 Total 186 100.0 122.4 Note: Dichotomy group tabulated at value 1.

It is clear from Table 5 that before their visit to India 44.6 per ceQW UHVSRQGHQWV¶ PDLQ source of information was from friends& acquaintances which is 54.6 per cent in total cases followed by advertisements & information on internet 28 per cent & 34.2 per cent in total cases. Multiple response rate was 122.4 per cent.

Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 129

The responses on sources of information on incredible India campaign are shown in table 6.

Table 6: Source of Incredible India Campaign Information Source of Incredible India information Responses Percent N Percent of Cases From Tour guide book 22 15.6 25.0 News Paper and Magazines- General 24 17.0 27.3 News Paper and Magazines-Travel specific 15 10.6 17.0 Internet-websites 31 22.0 35.2 Internet-Travel sites 3 2.1 3.4 Internet-social media 16 11.3 18.2 Road shows 9 6.4 10.2 TV 13 9.2 14.8 Radio 1 0.7 1.1 Friends and relatives 6 4.3 6.8 Any other (specify) 1 0.7 1.1 Total 141 100.0 160.2 Note: Dichotomy group tabulated at value 1

It is evident from Table 5 that major source of information about India before visit is friends & relatives but if we refer Table 6 which is highlighting Internet websites as a major source of information about Incredible India campaign and friends and relatives as a source of information has taken a back seat. It can be a possibility to make Incredible India marketing campaign more viral through word of mouth among friends & relatives to make it more impactful.

Awareness of Incredible India Campaign due to Campaign inputs The second objective to assess the awareness of Incredible India Campaign due to inputs of campaign was achieved frequency distribution and correlation. Figure 1 represents the contribution of inputs in awareness about the Incredible India campaign.

Figure 1: Awareness of Incredible India campaign inputs Audio Guides Trip Advisor Virtual Tour Walking Tours 60

50 48 42 40 38 3738 3536 32 32 30 30 30 28 27 26 2425 21 20 20 1920 1920 18 17 15 1516 13 13 10 11

0 1 2 3 4 5 6 NUMBER OF RESPONDENTS

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Table 7: Awareness of Incredible India tagline and its inputs Awareness of Incredible India tagline and its inputs Mean Std. Dev. Heard about Incredible India tagline 1.4539 0.49952 Incredible India-Virtual tour on incredible tour 3.5658 1.77051 Incredible India- Walking tours on Incredible India site 3.7303 1.71464 Audio guides on incredible India sites 3.8882 1.68574 Films on you tube on Incredible India 3.4539 1.72185 Face book page of incredible India 3.4079 1.71227 Reviews of Incredible India on Trip Advisor 3.3289 1.60618

The mean values show that audio guides on Incredible India site are highly noted followed by walking tours on the Incredible India site.The frequency distribution of data on awareness of inputs of Incredible India campaign shows Facebook dominating followed by films on Incredible India on You Tube. But correlation is not found between awareness of Incredible India Facebook page and awareness of Incredible India tagline. The correlation is found between the walking tours on Incredible India website & awareness of Incredible India tagline.The correlation statistics on awareness of Incredible India campaign and its inputs is presented in table 8. The Incredible India- walking tours on Incredible India website are correlated with the awareness of incredible India tagline Pearson correlation between these two variables is 0.113.The correlation is shown for all the inputs for awareness of Incredible India Campaign not accepting the hypothesis that there is no relation. However the value of coefficient is small for all inputs showing a weak relationship.

Table 8: Correlation of awareness of Incredible India campaign and its inputs Inputs of IIC Pearson Correlation Incredible India-Virtual tour on Incredible tour .060 Incredible India- Walking tours on Incredible India site .113 Audio guides on Incredible India sites .021 Films on you tube on Incredible India .090 Face book page of Incredible India .045 Reviews of Incredible India on Trip Advisor .027 Correlation is significant at the 0.05 level (2-tailed), Correlation is significant at the 0.01 level (2-tailed)

Role of image of India in catalysing inbound tourists visits This objective has been achieved through correlation between awareness of Image constructs & Influence of image on visit to India. The perception of respondents on the impact of image of India on their visit to India is shown in table 9. It is evident that image influences the visit of foreign tourists and the major image constructs are medical and wellness, fairs & festivals, spirituality, unhygienic, crime and non- availability of Night life .The frequency distribution on awareness of respondents on image constructs of India is shown in table 10. The maximum awareness is about these image constructs history & culture, heritage & traditions, poverty & crowd. Table 11 indicates the correlation between the image constructs and the influence of it on the visit to India.

Table 9: Impact of image on visits Influence of image on visit Mean Std. Dev. Himalayas 1.7132 .45392 Heritage & Traditions 1.3750 .48591 History & culture 1.3456 .47732 Modern 1.9632 .18888 Rural 1.9338 .24951 Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 131

Adventure 1.8015 .40037 Mystic 1.8603 .34796 365 days destination 1.9779 .14742 fairs & Festivals 1.7574 .43027 Spirituality 1.7500 .43461 Medical & Wellness 1.9412 .23616 Others (specify) 1.9926 .08575 Poverty 1.4559 .49989 Crowd 1.4632 .50049 Unhygienic 1.5147 .50163 Cheating 1.7353 .44281 Hostile Locals 1.9265 .26197 Crime 1.8676 .34013 Unsafe 1.7426 .43879 Non-availability of Night life 1.8162 .40738

Table 10: Awareness of Image constructs of Incredible India Campaign Image constructs Responses Percent of Cases N Percent Himalayas 42 5.2% 27.6% Heritage & Traditions 94 11.7% 61.8% History & culture 103 12.8% 67.8% Modern 7 0.9% 4.6% Rural 12 1.5% 7.9% Adventure 32 4.0% 21.1% Mystic 24 3.0% 15.8% 365 days destination 4 0.5% 2.6% fairs & Festivals 42 5.2% 27.6% Spirituality 42 5.2% 27.6% Medical & Wellness 9 1.1% 5.9% Others (specify) 1 0.1% 0.7% Poverty 88 10.9% 57.9% Crowd 88 10.9% 57.9% Unhygienic 76 9.4% 50.0% Cheating 43 5.3% 28.3% Hostile Locals 10 1.2% 6.6% Crime 20 2.5% 13.2% Unsafe 41 5.1% 27.0% Non-availability of Night life 27 3.4% 17.8% Total 805 100.0% 529.6% Note: Dichotomy group tabulated at value 1

Table 11a: Correlation between Influence of image on visit to India and image constructs Ranking Image constructs of India Pearson Correlation 1 Spirituality .102 2 Modern .077 3 365 Days Destination .059 4 History & Culture .055 5 Fairs & Festivals .043 6 Others .034 7 Crowd .006 Correlation is significant at the 0.05 level (2-tailed), Correlation is significant at the 0.01 level (2-tailed)

132 Indian Journal of Applied Hospitality & Tourism Research

Table 11b: Correlation between Influence of image on visit to India and image constructs Ranking Image constructs of India Pearson Correlation 1 Unhygienic -.143 2 Heritage & Traditions -.113 3 Non ± Availability of Night life -.107 4 Cheating -.079 5 Unsafe -.068 6 Medical & wellness -.065 7 Mystic -.064 8 Himalayas -.057 9 Rural -.050 10 Adventure -.036 11 Hostile Locals -.007 12 Crime -.006 13 Poverty -.004 Correlation is significant at the 0.05 level (2-tailed), Correlation is significant at the 0.01 level (2-tailed)

Table 12: Regression analysis on Influence of image on visits & image constructs Model R R Square Adjusted Std. Err. R Square 1 .288 .083 -.076 .99380

Spirituality has the major correlation with the influence on visit to India followed by Fairs & Festivals as in Table 11a. It is evident from the Table 12 that R value which is multiple correlations co-efficient between all the predictors in the model and a dependent variable is .288 and R square which is proportion of variance in the dependent variable predictable by the predictor variables is .083.It indicates that the variables account for 8.3% of variance in Influence of image on visit to India by the predictor (image constructs). This does not accept the hypothesis that image of India does not influence the decision of tourists to visit India. The selected positive and negative variables show correlation with tourist decision making.

Conclusion Destination image is a crucial element in Nation Branding. A destination needs a favourable image to be marketed and chosen by the tourists. The understanding of holistic image & the image constructs is the need of the hour. The marketing of nation should be done keeping in mind the image constructs both positive and negative. India is also PDUNHWHGXQGHUWKHXPEUHOODFDPSDLJQ³,QFUHGLEOH,QGLDFDPSDLJQ´7KHVHYHUDOSRVLWLYH and negative image constructs were identified through this paper. But it is suggested that ,QGLD¶VLPDJHDVDWRXULVWGHVWLQDWLRQVKRXOGEHFOHDUO\UHIOHFWHGWKURXJK,QFUHGLEOH,QGLD campaign. This study concludes a positive relation between the image constructs & influence of these on visits of foreign tourists to India. Also, the sources of information of foreign tourists need to be identified and more viral marketing should be done accordingly. Thus it can be concluded that destination image influences the purchase decision of the tourists and is a very important tool in destination marketing.

References Beerli, A., & Martin-'  7RXULVWV¶FKDUDFWHULVWLFDQGWKHSHUFHLYHGLPDJHRIWRXULVWGHVWLQDWLRQV$TXDQWLWDWLYH analysis²A case study of Lanzarote, Spain. Tourism Management, 25(5), 623±636. Bigne, E., Sanchez, I., & Sanchez, J. (2001). Tourism image, evaluation variables and after purchase behaviour: inter- relationship. Tourism Management, 22, 607-616. Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 133

%RR 6 %XVVHU - DQG %DORJOX 6   ³$ PRGHO RI FXVWRPHU-based brand equity and its application to multiple GHVWLQDWLRQV´7RXULVP0DQDJHPHQW9ROSS-231. %\RQ .. DQG =KDQJ --   ³'HYHORSPHQW RI D VFDOH PHDVXULQJ GHVWLQDWLRQ LPDJH´ 0DUNHWLQJ Intelligence & Planning, Vol. 28 No. 4, pp. 508-532. Chanchani, A. (2008). Tourism in India: Role in Conflict and Peace. Paper commissioned for 2008 7UDYHOOHUV¶ Philanthropy Conference, Arusha, Tanzania. Available from the Centre for Responsible Travel (www.responsibletravel.org). Chon, K.S. (1991). The role of destination image in tourism: a review and discussion. The Tourist Review, 2, 2-9. Chon, K.S. (1992). The role of destination image in tourism: an extension, The Tourist Review, 2, 2-7. &URPSWRQ-/  $QDVVHVVPHQWRIWKHLPDJHRI0H[LFR¶VDYDFDWLRQGHVWLQDWLon and the influence of geographical location upon that image. Journal of Travel Research, 17 (4), 18-23. Crompton, J.L., Fakeye, P.C., & Lue, C.C. (1992). Positioning: The example of the lower Rio Grande Valley in the winter long stays destination market. Journal of Travel Research, 31(2). 20-26. Echtner, C.M., & Ritchie, J.R.B. (1991). The meaning and measurement of destination image. The Journal of Tourism Studies, 2 (2), 2-12. Echtner, C.M., & Ritchie, J.R.B. (1993). The Measurement of Destination Image: An empirical Assessment. Journal of Travel Research, 31 (4). 3-13. Gallarza, M.G. , Saura, I.G. and Gracia, H.C. (2002 ´'HVWLQDWLRQLPDJH-7RZDUGVD&RQFHSWXDOIUDPHZRUN´$QQXOVRI Tourism Research, Vol. 29, No.1, pp.56-78 Gartner, W.C. (1989). Tourism image: attribute measurement of state tourism products using multi-dimensional scaling techniques. Journal of Travel Research, Vol. 28(2), 16-20. Gartner, W.C. and Shen, J. (1992). The impact of Tiananmen Square on China's tourism image. Journal of Travel Research, 30(4), 47-52. Gunn, C. A. (1989). Vacationscape: Designing Tourist Regions (2nd Ed). New York: Van Nostrand Reinhold. Hunt, J.D. (1975). Image as a factor in tourism development. Journal of Travel Research, 13, 1-7. Katenholz, E. (2010). CulturaO3UR[LPLW\DVDGHWHUPLQDQWRIGHVWLQDWLRQLPDJH´Journal of Vacation Marketing, Vol. 16 No. 4, pp. 313-322. Kant, A. (2009). Branding India: An Incredible Story, Uttar Pradesh, India: Harper Collins. Leisen, B. (2001). Image segmentation: The case of a tourism destination. Journal of Services Marketing, 15(1), 49±66. /RSHV 6')   ³'HVWLQDWLRQ LPDJH 2ULJLQV 'HYHORSPHQWV DQG ,PSOLFDWLRQV´ 5HYLVWD GH7XULVPR \ 3DWULPRQLR Cultural, Vol.9, No.2, pp.305-315 McCartney, G., Butler, R and Bennett, M. (2009). Positive tourism image perceptions attract travellers -- fact or fiction? The case of Beijing visitors to Macao. Journal of Vacation Marketing, Vol. 15 No. 2, pp. 179±193 0LQLVWU\RI7RXULVPDQG&XOWXUH  ³1DWLRQDO7RXULVP3ROLF\*RYHUQPHQW RI,QGLD´ DFFHVVHGRQ-XO\<($5 [available at http://www.tourisminindia.com/]. 2¶/HDU\ 6  'HHJDQ -   ,UHODQG¶V ,PDJH DV WRXULVP 'HVWLQDWLRQ LQ )UDQFH $WWULEXWH ,PSRUWDQFH DQG Performance. Journal of Travel Research, 43(3), 247-256. Pike, S. (2002). Destination image analysis²a review of 142 papers from1973 to 2000. Tourism Management, 23, 510- 549. Ryan, C., & Gu, H. (2008). Destination Branding and Marketing: The role of Nation Branding: Concepts, Issues, Practice. Butterworth-Heinemann Dutton, Oxford Tasci, A.D.A., & Kozak, M. (2006). Destination Brands vs. 'HVWLQDWLRQ,PDJHV'R:H.QRZ:KDW:H0HDQ"´-RXUQDO of Vacation Marketing, 12(4), 299-317. UNWTO (2015). UNWTO Annual Report 2015 retrieved from www.unwto.org/annual-reports. Wang, W.T., and Hsu L.M. (2012). Factors influencing mobile services adoption: a brand equity perspective. Internet Research, Vol. 22 No. 2, PP. 142-179 World Economic Forum. (2013).Travel & Tourism Competitiveness Report 2013. Geneva. Retrieved from http://www.weforum.org/documents/TTCR13/index.html (accessed 01 July 2013)

134 Indian Journal of Applied Hospitality & Tourism Research

Issues & Changes in Human Resource Management: A case study of Hospitality Industry in Uttarakhand Vinod Negi1 & Dinesh Kumar Karush2

Abstract Tourism and hospitality industry has been a major social phenomenon of the societies all along. It is motivated by the natural urge of every human being for new experience, adventure, leisure, education and entertainment. The motivations also include social, religious and business interests. The spread of education has fostered a desire to know more about different parts of the globe. The basic human thirst for new experience and knowledge has become stronger, as communication barriers are getting overcome by technological advances. Progress in air transport and development of tourist facilities has encouraged people to venture out to the foreign lands. In fact hospitality's importance, as an instrument for economic development and employment generation, particularly in remote and backward areas, has been well recognized the world over. It is the largest service industry globally in terms of gross revenue as well as foreign exchange earnings. Hospitality can play an important and effective role in achieving the growth with equity objectives. Human resource management is evolving, and the road ahead will have many twists and turns as HR professionals assume broader roles in the organization as a watchword for tomorrow. Serving as business partners, consultant, employee advocate, and changes managers-action researcher's managers and staff members are moving beyond the traditional personal activities to help lead the organization toward outcomes of effectiveness, efficiency, development, and participant satisfaction. Human Resources is a very important area for guest satisfaction, but has been largely neglected by hotel managements, especially in various hotels. It has been seen that budget hotels, particularly in smaller cities provide good services and value for money but are poor in their human resources and retention. This study would be would a comprehensive coverage of various aspects of human resources for the operation of an effective and efficient hotel.

Keywords: Employee Expectations, Human Resources, Retention, Motivation, Tourism

Introduction The travel and tourism industry has emerged as one of the largest and fastest growing economic sectors globally. According to the United Nations World Tourism Organization (UNWTO) Tourism Highlights 2013, tourism's total contribution to worldwide GDP is estimated at 9 percent. Tourism exports in 2012 amounted to USD 1.3 trillion accounting for 6 per cent of the world's exports. New tourist destinations, especially those in the emerging markets have started gaining prominence with traditional markets reaching maturity. Asia Pacific recorded the highest growth in the number of international tourist arrivals in 2012 at 7 per cent followed by Africa at 6 percent.

Uttaranchal: Tourism Prospects Uttarakhand is rich in natural resources especially water and forests with many glaciers, rivers, dense forests and snow-clad mountain peaks. Char-dhams, the four most sacred and revered Hindu temples of Badrinath, Kedarnath, Gangotri and Yamnotri are nestled in the PLJKW\ PRXQWDLQV ,W¶V WUXO\ *RG¶V /DQG 'HY %KRRPL  'HKUDGXn is the Capital of Uttarakhand. It is one of the most beautiful resorts in the sub mountain tracts of India, known for its scenic surroundings. The town lies in the Dun Valley, on the watershed of the Ganga and Yamuna rivers. (Source: Dept. of Tourism, GOU) The hospitality industry in Uttarakhand is facing increasing competition due to rapid changing economy and fast developing technology. The globalization in tourism industry has increased guest demands. Hospitality products and services users want the innovative foods and hospitality again and

1 Research Scholar, Pacific University, Udaipur. India. Email: [email protected] 2 Research Scholar, School of Tourism & Hospitality Services Sectoral Management, IGNOU, India. Email: [email protected] Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 135

again without any repetition. Hospitality professionals working in the industry must be able to remain innovative and attract new customers by satisfying their increasingly sophisticated demands. Hospitality aspirants must be trained on food culture, aesthetic concepts, use of technology to speed up the preparation, product knowledge, matching food and beverage along with creativity to satisfy guest needs. The Hospitality Management Institutes need to be gear up with updated practical oriented syllabus and hands on experience to exceed the guest expectations. Proper structured Internship Training Programmers need to be developed to bridge the gaps between Hospitality industries ± academic interface by developing hospitality competencies among hospitality aspirants in Uttarakhand.

Table 1: Contribution of Tourism in Indian Economy Year % Share % Share in in GDP Employment 2009 ± 10 6.77 10.17 2010 ± 11 6.76 10.78 2011 ± 12 6.76 11.49 2012 ± 13 6.88 12.36 Source: MoT, Government of India, (2014)

Table 2: Share of Top 10 States/UTs of India in Number of Domestic Tourist Visits 2014 Rank State/UT Number % of Share 1 Tamil Nadu 327555233 25.6 2 Uttar Pradesh 182820108 14.3 3 Karnataka 118283220 9.2 4 Maharashtra 94127124 7.3 5 Andhra Pradesh 93306974 7.3 6 Telengana 72399113 5.6 7 Madhya Pradesh 63614525 5.0 8 West Bengal 49029590 3.8 9 Jharkhand 33427144 2.6 10 Rajasthan 33076491 2.6 Source: MoT, Government of India, (2015)

Table 3: State/UT-Wise Domestic and Foreign Tourist Visits, 2013-2014 State 2013 2014 Growth Rate % Rank 2014 Domestic Foreign Domestic Foreign Domestic Foreign Domestic Foreign Uttarakhand 19941128 97683 21991315 101966 10.28 4.38 16 17 Source: MoT, Government of India, (2015)

Table 4: SWOT analysis of Tourism in Uttarakhand Strengths Weaknesses Opportunities Threats Natural Beauty, Poor infrastructure, Rising demand of Haphazard growth of Potential for pilgrimage Indeciduate publicity, tourism, infrastructure, and health tourism Lack of awareness about Attestation towards Environmental Location on the tourism mountain tourism, pollution, Himalayas Greater projection of Architectural Himalayas overseas Pollution, Socio- Cultural Tensions, Economic disparity Sources: Hamid, & Sadique, (2012)

136 Indian Journal of Applied Hospitality & Tourism Research

Figure 1: Estimated Incremental Manpower Demand (2012-22) in Thousands

Tourism,hospitality and trade 389 Education 264 Transportation and warehousing 142 Healthcare 101 Banking, Financial Services 15 Real estate and Banking 37 Postal and communication 21 Public administration 20

0 100 200 300 400 500

Source: National Skill Development Corporation, (2013)

Table 5: District wise Human Resource Requirement 2012-2017 2017-2022 District Minimally Semi- Skilled Minimally Semi- Skilled skilled skilled skilled skilled Uttarkashi 4,645 1,637 6,115 11,461 4,464 14,967 Chamoli 11,071 3,769 8,621 25,445 9,216 20,845 Rudraprayag 6,821 2,106 5,005 15,762 5,283 12,164 Tehri Garhwal 19,013 7,254 13,245 44,044 18,436 32,459 Garhwal 38,091 11,925 20,662 86,916 28,243 49,978 Pithoragarh 13,359 3,603 12,412 32,965 9,343 30,762 Bageshwar 6,839 2,407 4,036 15,424 5,786 9,672 Almora 18,892 5,449 13,463 44,191 13,307 32,637 Champawat 5,697 1,658 3,203 14,594 4,546 7,697 Dehradun 60,069 29,878 74,229 149,865 87,313 176,176 Nainital 58,914 18,248 33,057 141,731 45,443 80,618 Haridwar 92,481 45,452 61,174 221,891 117,959 150,295 Udham Singh Nagar 45,552 30,153 35,082 117,989 82,672 88,585 Total 381,444 163,540 290,304 922,277 432,012 706,855 Source: National Skill Development Corporation, (2013)

The objectives of the study 1. To examine the existing Human Resource practices in the selected star hotels. 2. To study the relationships between Human Resource Practices and organizational performance in terms of Sales growth, profitability and goal achievement. 3. To examine how the human resource practices contributed to the development of quality services in the hotel industry.

Rationale of the Study 1. The study would be a model for similar kind of research studies relating to Human Resource practices prevailing in hospitality industry and their impact on performance. 2. It would help Hotel enterprises to understand the usefulness of Human Resource practices for managerial decision making process. 3. The present research work would be important for planners and policy makers in framing suitable Human Resource policies and plans to ensure balanced and integrated development of hospitality industry in the country. 4. It would be helpful for hotel industry in general to increase efficiency, profitability and to achieve overall goals and objectives. Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 137

Literature Review The inclination of general people to natural beauty is evident from the fact that the imaginations of ancient poets, saints and intellectual masses have been solely concentrated on natural settings (Sankrityayan, 1953). Be it Kalidasa's Meghadutam, or Valmiki's Ramayana the descriptions are concentrated on scenic beauties. Because of this, mountains have been a centre for attraction since time immemorial as evident from the following hymn of Mahakavi Kalidas. "Asti uttarasyam disi devatatma Himalayo nama nagadhiraja Purva parau toya nidhi avagahya sthitah prutyhivya iva manadanda" The above verse in the "Kumara Sambhavam" describes the Himalaya as the mightiest of mountains and backbone of the earth (Bhatt, 2003). One interesting article is by Rakesh Kapoor, in 'Measures to Promote Tourism in Uttarakhand' as cited in (Pant, 2011) gives various methods and suggestions to improve tourism in Uttarakhand. According to him, each tourist place in the world, whether it be Switzerland or Kerala, have over the years developed a Brand Name for themselves. While Switzerland is known for its European Splendor, Kerala is known as God's own country. In fact, Uttarakhand is Switzerland of India. However, it requires to be marketed smartly, especially when Himachal is competing with Uttarakhand. Internship Program has direct relationship with the employees µSHUIRUPDQFH. Basically it is a formal & systematic modification of behavior through learning which occurs as result if education, instruction, development, & planned experience (Armstrong, 2000). Training has acquired a strategic value for hotels (Partlow, 1996), since service quality depends on employee customer care effectiveness (Tsaur and Lin, 2004).

Marketing Professionals could also be consulted on this point. 5 to 10 minutes Film depicting the most important scenic spots; snow clad mountains; cultural heritage; popular Religious Institutions; traditional dance performances; International Meals/festivals; Trekking Routes; Angora Farms; Shawl Weaving; Apple orchards; Floriculture etc. of International Quality be produced for showcasing the Beauty Of Uttarakhand. Such a Film should be screened in all the Duty Free Shops, Air India Flights and Lounges of International Airports within the country as well as other Countries, where it is feasible and also in TV channels devoted to Travel and Tourism. Traditional behavior of tourists to look for modernized cities, star hotels, amusement parks, and night clubs has been shifting due to a variety of factors. Travel to relatively less pollute undisturbed natural areas for the purpose of studying; admiring and enjoying the nature, its wild plants, animals and local culture are getting popular these days. This form of tourism is beneficial as on one hand it satisfies the changing fashion of tourists on the other it sustains the industry environmentally and economically (Singh, 1983).

Research Methodology An exploratory research design was followed to carrying out this study. Primary data will be collected on the basis of field investigation in Uttarakhand. The primary data was based on questionnaire and field survey, whereas, secondary data was collected from published and unpublished records and reports of various tourism agencies, the central and state government concerned units under study and other various promotional organization. The Universe/Population of the study was Uttarakhand. The districts of the state were selected on the basis of concentration of hotels concentration in these areas. The Sample Size is 300 units. The data was collected on the basis of Stratified random Sampling. Received questionnaire were 91.

138 Indian Journal of Applied Hospitality & Tourism Research

Hypotheses On the basis of literature review the following hypotheses are proposed to be tested: H1. Human Resources practices show large variations across hotel organizations. H2. Human Resource practices significantly contribute to guest satisfaction vis-à-vis hotel performance. H3. Chain hotels are rated higher than non-chain hotels on Human resource practices.

Data Analysis and Interpretation This Paper will discuss the results and interpretation of data in the sample hotels. This Paper has examined the cause of successful practice of Human Resource Management in the Hospitality sector in the study area organization. A cross-sectional Bi-Variate analysis was made in between Demographic variables and the various variables related to Human Resource Management practices in the study area. The Bi-Variate cross-sectional analysis can be concluded as follows: The cross tabulation has been done under the following hypotheses and tested with Chi- Square test: x Hypothesis: The Variables 'Gender' & 'The training session conducted in your organization are useful' are indifferent. x Hypothesis: The Variables 'Gender' & 'Training has measurable increases in the ability of trainees' are indifferent. x Hypothesis: The Variables 'Gender' & 'senior management takes interest and spends time with the new staff during induction training' are indifferent. x Hypothesis: The Variables 'Age' & 'Right job being performed by the deserved person at your working environment' are indifferent.

Profile of the Respondents In current research the respondents play an important role. Their personnel characteristics like age, gender, income and marital status play in response of questionnaire. The age of respondent reflects their level of understanding and maturity. The of a person plays an important role in shaping the economic conditions of an individual which in turn is likely to have bearing on the responses about a problem.

Table 6: Distribution of Respondents Frequency Percentages Age 18-28 50 54.94 29-45 26 28.57 46-75 15 16.49 Total 91 100.00 Gender Male 69 75.82 Female 22 24.17 Total 91 100.0 Marital Status Married 38 41.75 Unmarried 53 58.24 Total 91 100.0

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Table 7: Mean of Variables S. No. N=91 Mean 1 The training session conducted in your organization are useful 4.12 2 Training has measurable increases in the ability of trainees 3.45 3 Senior management takes interest and spends time with the new 1.12 staff during induction training 4 Right job being performed by the deserved person at your 4.1 working environment

Table 8: Chi-Square test of Variables S. No. Relationship under investigation Results 1 Gender Vs The training session conducted in your H0 Accepted organization are useful 2 Gender Vs Training has measurable increases in the ability H0 Accepted of trainees 3 Age Vs Senior management takes interest and spends time H0 Rejected with the new staff during induction training 4 Age Vs Right job being performed by the deserved person at H0 Accepted your working environment 6XPPDU\RIUHVXOWVIRUȤ7HVW

Conclusion and Suggestions In the present study an attempt has been made to understand the HR practices in the hotel industry of a mountainous region of India where tourism is the prime industry. It is inferred from the analysis that employers' expectations were very high and the present employees were not meeting the expectations at various levels. Part of the responsibility falls on the employers as they are not investing adequately in employee training. It is obvious that hotel companies should do a better job recruiting high quality employees and train them better for careers to lower their employee turnover rates. It is clear that hotels in this region often hire employees with only high school education who have no interest in learning new things, taking part in employee training, advancing their careers or pursuing higher education. Hotels in this region are not recruiting high quality employees with better education so that they could be trained for better positions. Excessive leaning on low skilled high school students is believed to be detrimental to the hotel industry in the long run.

Most employees are satisfied with their current salaries (Rs.4200 per month) but while these wages may be adequate to support a single person, they may not sufficient to support a family. That means, most high school graduates who are usually single may be using hotel jobs as transitional jobs to gain some experience and move on to better jobs or better education elsewhere which explains the high incidence of employee turnover in the hotel industry. Hotels should offer better wages to attract high quality employees and to minimize employees' mind set from quitting the job as this is a major problem faced by the hotels.

Most hotels in this region do not have a dedicated HR department to develop human resources to meet the needs of the hotels. Independent HR departments may help in solving employee's problems and also motivate staff to participate in training programs. Above all the poor interest shown by the local government in motivating the service providers and developing the infrastructure is a major setback for the development of the area. The lack of interest shown by the local and state government to procure land from the private sector to develop the resorts and other accommodation projects is also a major problem obstructing the

140 Indian Journal of Applied Hospitality & Tourism Research

development of hospitality industry. As this state is mostly mountainous and covered with natural forests, state government could develop exclusive jungle resorts and tree top houses as a diversifying product in the accommodation industry. The state government may take initiatives to develop high quality hotel management programs to help the hospitality industry in this part of the country. Tourism Planning in Uttarakhand is normally concentrated on pilgrimage and adventure tourism with main focus on Badrinath, Kedarnath, Gangotri and Yamnotri. The state policy seems to have failed in terms of catching the market trend preferring to go for alternative tourism products. Efforts have been initiated to promote water and winter sports on wider scale but its overall impact on local population is negligible. The objective of any tourism planning should be to generate employment through private entrepreneurship and encourage local people for self-employment. The existing Vir Chand Singh Garhwali Paryatan Yojna has to be streamlined to channel the loans to lesser- developed regions with enough tourism potentials. In addition to the existing loan for transport facilities the scheme must help in creating facilities for tourism in which Eco lodges, restaurants and hotels. The State is running short of manpower. The trained graduate students of hotel management and tourism hardly prefer to option for Uttarakhand State for jobs as most of them prefer to go to the metros and other cities. There may be a number of reasons, as Uttarakhand has not opted by multinational hotel chains and travel organizations where fresh graduate can get better options. The existing star category hotels even prefer to accommodate graduates from other parts of the country. The decision takers of Uttarakhand Government may think in the line and take right course of action for the regional developments. The marketing approach of Uttarakhand Tourism needs to be reviewed and more specifically, the following measures merit careful consideration: Government sponsored small institutions should be opened in remote sanctuary areas to provide training to local people in tourism entrepreneurship, guide training, housekeeping, and tour operation in order to Promote facilities such as Road Network, hotels and other facilities.

References Armstrong, M. (2010). A Handbook of Performance Management 4th Ed. New Delhi: Kogan Bhatt, S.C. (2003). The Districts Gazette of Uttaranchal +DPLG6 6DGLTXH0  ³3UREOHPVDQG3URVSHFWVRI+HULWDJH7RXULVPLQ5DMDVWKDQ´+HULWDJHand Tourism: Public, Potential and Problems, Ed. (Mishra & Gautam), Delhi: Bharti Publications, pp. 264 ± 276. MoT, Government of India. (2014, December). Incredible India, E-Book. Retrieved 2015 from http://tourism.gov.in/E- Book_MOT/HTMLPage.htm#features/ MoT, Government of India. (2015). India Tourism Statistics at a Glance 2014. Retrieved 2015, Retrieved from http://www.tourism.nic.in/writereaddata/CMSPagePicture/file/marketresearch/statisticalsurveys/India%20Tourism%20Sta tistics%20at%20a%20Glance%202014New.pdf National Skill Development Corporation. (2013). Executive Summary for the state of Uttarakhand (2017, 2022). Kolkata: Ernst & Young. Pant, B. C. (2011). Uttarakhand Tourism: A SWOT Analysis. Advancing the social science of tourism. Partlow, C.G. (1996). Human-resources practices of TQM hotels. Cornell Hotel & Restaurant Administration Quarterly, Vol. 37 No.5, pp.67-77 Sankrityayan, R. (1953). Himalaya Parichaya (Garhwal), Vol. 1, Allahabad: Law Journal Press. Singh T.V. (1983). Tourism in the Himalaya - Case of Garhwal, How Much is Not Too Much, In Singh T.V. & Kaur, J. (Eds.), Himalayas Mountain and Men, Lucknow: Prints House India. Tsaur, S.H., & Lin, Y.C. (2004). "Promoting service quality in tourist hotels: the role of HRM practices and service behavior", Tourism Management, Vol. 25 pp.471. Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 141

Vulnerability and Impact Assessment of Climate Change on Tourism Destinations Vivek Sharma1

Abstract Tourism is one of the world's largest, fastest growing and most climate-dependent economic Sectors which is regarded as one of the top five employers world-wide and plays a significant role in the economic and social development of many destinations and communities around the world. This research paper aims at analyzing the impact that climate change may have on tourism destinations and their management. Climate affects a wide range of the environmental resources that are critical attractions for tourism, such as snow conditions, wildlife productivity and biodiversity which are LPSRUWDQWIDFWRUVLQWRXULVWV¶GHFLVLRQPDNLQJWRYLVit a particular destination. The magnitude of the implications of climate change for tourism and recreation will depend upon both the distribution and importance of tourism phenomena and the characteristics of climate change. Also, Tourism is a significant contributor to climate change through the greenhouse gas emissions produced by transporting and accommodating tourists and the services and products that are provided to support tourism in a destination. The findings of the study realized that climate change has already begun which will impact the life in the forthcoming decades, there is also a clear perception of responsibility from the stakeholders involves in destination management to support for renewable energy incentives and there is a call for responsible growth based on integrated destination management. Thus, the GHVWLQDWLRQVKDYHWRZRUNKDUGWRUHSRVLWLRQWKHPVHOYHVDVµJUHHQ¶WRWU\WR capture a growing share of the market that is seeking travel options that are in harmony with their environment.

Keywords: Climate Change, Destination Management, Tourists and Stakeholders

Introduction Climatic changes are natural phenomena but there is increasing concern about the impact of climate change that has been brought about as a result of human activities (such as burning fossil fuels for energy, use of motor vehicles, etc.). Human-induced changes in climate have been acknowledged and are more pronounced as a current global reality and are the subject of significant global attention. Climatic Changes have already been observed that are generally consistent with model projections, and are likely to continue to occur for many decades to come even if mitigation efforts are successful due to lags and inertia in the global biosphere response. UNEP and UNWTO aim to bring efforts on climate change and tourism into their mainstream environment activities, building on the Davos Declaration (UNWTO 2007a) and demanding action in order to adapt tourist businesses and destinations to climate change and to mitigate the impacts of tourism on climate change. In addition, it builds on the Bali Strategic Plan to enhance the provision by UNEP of capacity building assistance to developing countries and countries with economies in transition (UNEP 2005) as well as broader concerns over the need for global institutional leadership with respect to tourism-related climate change adaptation and mitigation activities, as expressed in the Helsingborg Statement on Sustainable Tourism (Gossling et al. 2008a).

As we all know that Tourism is one of the world's largest, fastest growing and most climate-dependent economic sectors which is regarded as one of the top five employers world-wide and is playing a significant and outstanding role in the physical, economic and social development of many destinations and communities around the world. Tourism Destinations are seeking to find a balance between their economic, social and HQYLURQPHQWDODVSLUDWLRQVDQGDUHHQJDJHGLQµGHVWLQDWLRQPDQDJHPHQW'H)UHLWDV   EHOLHYHVWKDW³7KXVIDUPXch of the research specifically on climate and tourism, reported

1 Assistant Professor, Department of Lifelong Learning, University of Jammu, J&K, India. Email: [email protected]

142 Indian Journal of Applied Hospitality & Tourism Research

LQWKHMRXUQDO¶VOLWHUDWXUHKDYHEHHQVXSHUILFLDOLQWKDWUHODWLRQVKLSVEHWZHHQFOLPDWHDQG WRXULVP DUH DVVXPHG UDWKHU WKDQ REVHUYHG DQG VHOGRP REMHFWLYHO\ WHVWHG´ $OVR WRXULVWV base their travel decision both on weather and climate to perceive and experienced climatic conditions, Specific weather conditions affect tourist seasons, tourism spending, whether tourists can participate in tourist activities, their level of satisfaction and their safety above all. In many destinations tourism is closely linked with the natural environment. As the Climate affects a wide range of the environmental resources that are critical attractions for tourism, such as snow conditions, wildlife productivity and biodiversity, water levels and quality. Climate change has the potential to exacerbate adverse weather conditions, but may also result in more favourable climates in some parts of the world. Environmental change due to anthropogenic climate change, extreme events and pressure on resources (e.g. water) may pose challenges for tourist destinations in the future. As the climatic trends influence a WRXULVW¶VSUHIHUUHGGHVWLQDWLRQWKHWLPLQJGXUDWLRQDQGIUHTXHQF\RIWKHYLVLWRUYLVLWVDQG accordingly will determine what sort of activities will be undertaken by the tourist, and within which levels of personal comfort, safety and stability. The natural environment that exists within certain climatic conditions often underpins the attractiveness of a region as a destination. Climate change would certainly have a significant impact on key regional tourism drivers such as destination attractiveness, product features and presentation, operational profitability, infrastructure planning and investment. Thus, we can say that certainly climate change can have a number of impacts on the natural, man-made and socioeconomic environments within which the tourism sector and destinations function.

Vulnerability of Tourism to Climate Change Vulnerability refers to the extent to which a system may be (adversely) affected, disrupted or displaced by an external force. In this case, we are concerned with components of the tourism system and the challenges associated with climate change. The magnitude of the implications of climate change for tourism and recreation will depend upon both the distribution and importance of tourism phenomena and the characteristics of climate change. Other things being equal, locations whose economies are highly dependent on tourism appear to be at the greatest risk.

As Tourism is both widely distributed and highly concentrated. Some claim that tourism is now the largest industry in the world and there are few areas that are untouched by tourism. In this sense it is a global industry. At the same time, tourism is not evenly distributed and is highly localized in specific places, especially cities, coasts and mountains. Cities are often major tourism attractions but they usually have a diversified economy. It is often the less-populated areas which have a high dependence on tourism and many coastal and mountain locations specialize in catering to tourists. Both because of their relatively simple economic structure and the seasonality of their businesses, and because such areas are likely to experience many of the physical consequences of climate change, they may be more vulnerable. Much tourism and recreation is concentrated in high energy environments, such as mountains and coasts, and it is these areas which appear to be particularly vulnerable to climate change through modifications in the hydrological cycle, particularly changes in water levels, stream flow and the magnitude and timing of snowfall. Elsewhere and writing in an international context, the author (Wall, 1992; 1993) has suggested that domestic travel patterns are likely to be more stable than international travel because the former often take place in relatively short periods of free time and time limitations place constraints on the destination choices of travelers.

Furthermore, destinations which rely primarily upon their natural resource base to attract visitors, such as mountains and coasts, are likely to be more at risk than those which depend Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 143

upon cultural or historical attractions. One of the major attributes of most tourist destinations is seasonality. Not only is there a regular round of activities associated with the seasons, there is also variation in activity in areas lacking a marked seasonal climate. This is because seasonality in areas of demand results in seasonal variations in visitation to areas of supply. Smith (1990) has pointed out that vacation travel decisions are influenced by conditions at home as well as at potential holiday destinations and suggests that It should be remembered that the climatic and weather parameters which influence tourism, both singularly and in combination, vary from activity to activity. Although there is some information on the minimum climatic conditions necessary for particular activities to take place (Crowe, McKay and Baker, 1978) and suggestions have been made concerning the responses of participants in different activities to changes in the weather (Paul, 1972), more work in these areas is needed.

In addition to the relatively direct impacts of climate upon tourism which have been considered, climate also impinges upon recreation in a less direct fashion. Thus, for example, an abundance of snow may make the skiing conditions very good but the journey to the slopes impossible. Conversely, recent observations in Alberta indicated that, although snowfall was reduced, many skiers were attracted to the hills by the mild, sunny weather. On a longer time scale, climatic change will influence the distribution of vegetation types, wildlife and fish species on which some forms of tourism depend. Much tourism takes place on or near the shoreline and the presence of water enhances many forms of tourism even if water contact is not required. Fluctuations in climate at micro and macro scales have implications for water levels and discharge, and influence amenity and property values. Thus, the above discussion indicates the far-reaching consequences of weather and climate for Tourism as it is extremely difficult to generalize concerning the possible implications of climate change for tourism. It is difficult to think of almost any area of land or water which, with or without human modification or management, does not have potential to provide some recreation opportunities. At the same time, the range of tourism activities is extremely large and they have varied environmental requirements.

Review of Literature UNWTO has determined that tourism is a primary source of foreign exchange earnings in  RXW RI  RI WKH ZRUOG¶V /HDVW 'HYHORSHG &RXQWULHV /'&V  81:72 b; Hall 2007).Thus, we can validate the fact that tourism has the potential to lift people out of poverty through the employment and entrepreneurial opportunities it provides, and the UHFRJQLWLRQRIWRXULVP¶VUROHLQSRYHUW\DOOHYLDWLRQKDVPDGHLWDVXEVWDQWLDOFRPSRQHQWRI the international development and trade agenda (Hall & Coles 2008a, b). The tourism sector also embraces, and has the potential to make a substantial contribution to the achievement RIWKH8QLWHG1DWLRQV¶0LOOHQQLXP'HYHORSPHQW*RDOV 81:72b). This, however, demands that the sector adapts to climate change and as important, reduces its contribution to climate change through emissions of greenhouse gasses, and the overall environmental footprint of tourism.

UNEP and UNWTO aim to bring efforts on climate change and tourism into their mainstream environment activities, building on the Davos Declaration (UNWTO 2007a) and demanding action to adapt tourist businesses and destinations to climate change and to mitigate the impacts of tourism on climate change. In addition it builds on the Bali Strategic Plan to enhance the provision by UNEP of capacity building assistance to developing countries and countries with economies in transition (UNEP 2005) as well as broader concerns over the need for global institutional leadership with respect to tourism-related

144 Indian Journal of Applied Hospitality & Tourism Research

climate change adaptation and mitigation activities, as expressed in the Helsingborg Statement on Sustainable Tourism (Gössling et al. 2006).

Tourist-Climate studies are focusing to explain where climatic considerations are positioned amongst the set of factors that influence holiday location (and the timing of) decisions (Limb & Spellman, 2001). According to many authors, for instance Perry (1997), climate constitutes an important part of the environmental context in which recreation and tourism may occur. However the influence of meteorological conditions will be dependent on the chosen activity and tourist expectations. Smith (1993) identified a distinction EHWZHHQµZHDWKHU-VHQVLWLYH¶WRXULVP± where the climate is insufficiently reliable to draw PDVVSDUWLFLSDWLRQDQGµFOLPDWH-GHSHQGHQW¶WRXULVPLQZKLFKWUDYHOWRDKROLGD\GHVWLQDWLRQ is generated by the actual or perceived climatic attractiveness of the destination. Mintel (1991) claimed that 73 percent of respondents to a UK VXUYH\FLWHGµJRRGZHDWKHU¶DVWKH main reason to go abroad. In some instances, according to Mieczkowski (1985), many tourists are entirely motivated by climatic considerations.

De Freitas (2001) asserts that weather in different tourism destination vary from favorable to unfavorable range and suggested that climate can be measured and considered as an economic benefit indicator for tourism. He believes that there are several problems while PHDVXULQJWKHFOLPDWH³RQHPDMRUSUREOHPLVVHOHFWLRQRIPHWHRURlogical or climatological criteria. For example, what exactly are the criteria for ideal, suitable, acceptable, or unacceptable conditions? Only after appropriate climatological criteria have been clearly identified can key questions be answered. When is the best time to visit? What clothing equipment is needed? What are the weather hazards or climate extremes likely to be? Also, %HFNHQ   EHOLHYHV WKDW FOLPDWH DQG ZHDWKHU DUH IXQGDPHQWDO IDFWRUV LQ WRXULVWV¶ decision making process in their pre-trip behavior. It again highlighted another importance RIFOLPDWHIRUDEHWWHURSHUDWLRQLQWRXULVPLQGXVWU\6KHDGGHG³PRUHVSHFLILFDOO\FOLPDWH is defined as the prevailing condition observed as a long term average in a location. In contrast, weather is the manifestation of climate at a specific point in time and place. In addition, Climate change is a priority issue within the programme of work of UNWTO and within the special area on Sustainable Development of Tourism. UNWTO is actively working on raising awareness on climate change issues in the tourism sector and on integrating tourism into UN and other international policy processes on climate change. $OVR:02FROOHFWVDQGDVVHVVHVLQIRUPDWLRQRQWKHZRUOG¶VZHDWKHUFOLPDWHDQGZDWHU resources and related environmental issues, and aims to predict these for societal benefit, including mitigating the impacts of natural disasters on climate-sensitive socio-economic sectors such as tourism.

%\WRXULVP¶VFRQWULEXWLRQWRFOLPDWHFKDQJHPD\KDYHJURZQFRQViderably. A recent scenario developed by the expert team of the technical report in the UNWTO-UNEP-WMO  SXEOLFDWLRQFRQVLGHUVGLIIHUHQWHPLVVLRQSDWKZD\VLQFOXGLQJDµEXVLQHVVDVXVXDO¶ projection based on anticipated growth rates in tourist arrivals, as well as distances travelled by various means of transport. These projections indicate that in terms of the number of trips made, global tourism will grow by 179%, while guest nights will grow by 156%. Passenger kilometers travelled will rise by 222%, while CO2 emissions will increase at somewhat lower levels (152%) due to efficiency improvements. The share of aviation- related emissions will grow from 40% in 2005 to 52% by 2035.

)LQDOO\WRGD\¶VSODQQHUVKDYHWKHRSSRUWXQLW\DQGREOLJDWLRQWR DGGUHVV the challenge of global climate change. The planning profession and the process of planning are uniquely suited to help communities rise to this historic challenge. Success will require new policies Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 145

and a bold new approach to planning, including the recognition that there will be enormous challenges to our political and economic institutions to address the myriad impacts of climate change (APA, 2011). Previous research has attempted to develop and map quantitative measures of the climatic well being of tourLVWV HJ 0LHF]RZVNL¶V 7RXULVP Climatic Index) which have been based on the assumption that a majority of tourists are entirely motivated by climatic conditions, of a certain and common nature (Limb & Spellman, 2001).

Objectives of the study 1. To assess the vulnerability of climate change. 2. To assess the impact of Climate Change on tourism destinations. 3. To develop a clear understanding about responsibility upon the stakeholders involved in destination management.

Research Design & Methodology The present study is based primarily on secondary data which includes textbooks, journal articles, magazines, newspapers and the Internet and in this regard an extensive review of literature review pertaining to Climate change & its vulnerability forms the basis of the study along with deep insights about tourism & destination management which formed the basis of managing vulnerability of Climate Change towards tourism management.

Theoretical Framework In order to measure the climate suitability for tourism activities Mieczkowski (1985) developed the Tourism Climate Index (TCI). Seven applicable climate parameters in tourism were combined in his model. The theory was used times after times by different UHVHDUFKHUVLQGLIIHUHQWGHVWLQDWLRQV%HDFKWRXULVP 'H)UHLWDV¶2001), climate change and global flows (Amelung et al., 2007), North American cities climate ranking and (Scott & McBoyle, 2001) are different examples of mentioned researches. De Freitas et al (2001) come up with the new Climate Index for Tourism (CTI). They include thermal, aesthetic and physical aspects of weather regarding to beach tourism. Becken & Hay (2007) by UHYLHZLQJ 'H )UHLWDV¶   FODVVLILFDWLRQ WRXULVm climate facet provide figure 1 as tourism climate facet which divided into aesthetic, physical, and thermal.

Figure 1: Facets of climate and impact on tourists

Source: Becken & Hay (2007) and De Freitas (2001)

146 Indian Journal of Applied Hospitality & Tourism Research

The thermal component describes how comfortable the tourist feels. The physical dimension relates to non-temperature climatic conditions such as wind and rain and is important to assess whether a certain activity is possible or not. The aesthetic aspect describes a psychological perspective as the tourist enjoys certain climatic conditions, for example the light or formation of clouds (Becken, 2010, P.5).

Figure 2: IPCC identification of key vulnerabilities (developing countries and small island states)

Source: Schneider et al. (2007)

Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 147

Results and Discussions This study has been primarily concerned with the implications of atmospheric processes, particularly climate change for tourism. An altered climate will definitely change the tourism industry, both within country and internationally. This is in part due to tourism's dependence on natural assets and the built environment, both of which are vulnerable to the physical impacts of climate change. However, this study revealed that impacts of these costs will also percolate through the economy in the form of financial risks with rising insurance premiums, changes to business financing and the need for business to manage the potential risks of climate change. There is a clear understanding that international agencies including 81(3¶V7RXULVPDQG(QYLURQPHQWSURJUDPPHLVIDFLOLWDWLQJWKHORFDOHIIRUWVE\ tourism stakeholders in integrating climate change into their broader institutional, industry, VHFWRUDO SROLF\ DQG QDWLRQDO JRDOV DQG SURJUDPV LH µPDLQVWUHDPLQJ¶ FOLPDWH FKDQJH (mainstreaming climate change refers to the incorporation of climate change adaptation and mitigation into all institutional, private, and not-for-profit tourism development and planning strategies and tourism business strategies). However, the capacity to adapt to climate change is thought to vary between the components of the tourism value chain (sometimes described as sub-sectors of the industry) e.g. tourists, tourism service suppliers, destination communities, tour operators subsectors of the tourism industry (Elsasser & Bürki 2002, Gossling & Hall 2006c, Scott 2006, Becken & Hay 2007). Finally, Tourists have the greatest adaptive capacity & clear responsibility (depending on three key resources; money, knowledge and time) with relative freedom to avoid destinations impacted by climate change or shifting the timing of travel to avoid unfavorable climate conditions. Also, both the Tourism service suppliers and operators at specific destinations and the large tour operators, who do not own the infrastructure, are in a better position to adapt to changes at destinations as they can very easily respond to clients demands and SURYLGHLQIRUPDWLRQWRLQIOXHQFHFOLHQWV¶WUDYHOFKRLFHVKRZHYHU'HVWLQDWLRQFRPPXQLWLHV and tourism operators with large investments in immobile capital assets (e.g., hotel, resort complex, marina, or casino) have the least adaptive capacity. Finally, this study very specifically recommends for effective adaptation by tourism destinations to minimize the impact of Climate change. The findings of the study realized that climate change has already begun which will impact the life in the forthcoming decades, there is also a clear perception of responsibility from the stakeholders involves in destination management to support for renewable energy incentives and there is a call for responsible growth based on integrated destination management. Thus, the destinations have to work hard to reposition WKHPVHOYHVDVµJUHHQ¶WRWU\WRFDSWXUHDJURZLQJVKDUHRIWKHPDUNHWWKDWLVVHHNLQJWUDYHO options that are in harmony with their environment.

Summary and Conclusions Climate and weather are connected deeply with tourism and recreational activities and thus, tour operators, travel agencies, tourism planners, stockholder and other related organization should plan their program according to tourism climate index of their destination. Thus, we can conclude that keeping in view the present state of knowledge; it has been possible to outline vulnerabilities with respect to tourism activities and locations in only the most general way. The potential to address these vulnerabilities has been illustrated but the appropriate mix of limitation and adaptation strategies required to address tourism vulnerabilities, as for other sectors, has yet to be ascertained. However, it may be premature to make recommendations for policy but some pertinent observations can be made. Coastal areas appear to require careful attention given their susceptibility to changing water levels and their significance for tourism and recreation. Operators of ski areas in climatically marginal areas may need to upgrade their snow-making equipment and diversify their

148 Indian Journal of Applied Hospitality & Tourism Research

activities, strategies which could pay dividends even in the absence of climate change. Summer activities in middle and high latitudes may benefit from extended seasons provided that coastal processes are not disrupted and water is not in short supply. It has also been suggested that the frequent mention of uncertainties be replaced by a greater concern with risk and the vulnerability of tourism to climate change has been discussed briefly and the difficulty of generalizing across a multitude of locations and activities has been stressed. Strategies to respond to global climate change are often considered under the headings of limitation and adaptation (Task Force on Climate Adaptation, 1993). Limitation refers to attempts to curtail the production of greenhouse gases and thereby to reduce the magnitude and speed of climate Change (Amelung B., Blazejczyk K., Matzarakis A., 2007).

Adaptation accepts that climate change is likely to occur and attempts to identify steps which may be taken to restrict its adverse consequences and to take advantage of opportunities. Limitation and adaptation should not be regarded as alternative strategies for they are interrelated and can occur at the same time. Adaptation involves adjustments to social and economic activities to enhance their viability and to reduce their vulnerability (Task Force on Climate Adaptation, 1993). Adaptation is a practical approach of accommodating current climatic variability and extreme events as well as adjusting to longer-term climate change. In fact, both natural and human systems are already adapted to an unknown extent too much of the variability in current climates. IPCC (2007b) has categorically indicated that all societies and economic sectors will inevitability need to adapt to climate change in the decades ahead, and that adaptation is already occurring in many economic sectors, including tourism. Adaptation to climate change refers to an adjustment in natural or human systems in response to actual or expected climatic stimuli or their effects, which moderates harm or exploits beneficial opportunities (IPCC 2007a). Adaptation can be pursued by societies, institutions, individuals, governments who can be motivated by economic, social or environmental drivers through many mechanisms, for example social activities, market activities, local or global interventions.

Recommendations & Suggestions x A clear area of vulnerability is the apparent lack of communication and co-operation between government tourism bodies and the private sector. An integrated and structured communication system and relevant forums in which the opinions of the private sector are sought and taken into account during decision making will assist with this alignment. x There is a need and an opportunity for ³JUHHQ´ DQG ³ORZ FDUERQ´ WRXULVP, in which international visitors in particular can be given the opportunity to offset their carbon footprint for the long haul flight and in country travel through investing in tree planting projects and/or community upliftment projects. x An investigation be carried out into alternative energy sources which could potentially be facilitated for tourism operators at a small-scale, in which the set up of, for example, solar water heaters or biogas facilities could be incentivized or made easier. The team or focused groups may be tasked with this effort could draw on successes from neighbouring countries, and the government could be involved in terms of feeding into the national grid and reducing reliance on coal-fired power. x Furthermore, it is recommended that a short-term research programmes be conducted into the emerging tourism markets at the country level, in terms of investment and tourists, which could aid in marketing strategies and the shaping of tourist products according to market demand. x It is apparent that a programme to create awareness of climate change (but within a broader framework of environmental management) would be of considerable use within the tourism industry. This could either be in the form of an independent course, or be Special Issue: A Panoramic Perspective of Travel, Tourism & Hospitality Vol. 8, January, 2016 149

facilitated within existing hospitality courses, which is possibly the most appropriate method as this would mainstream the issues within traditional tourism based training courses. This effort could assist with capacity building in terms of climate change adaptation, but also responsible tourism in general.

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