ISSN: 0972-7310 Journal of Tourism An International Research Journal on Travel and Tourism

Vol. VXVIII,ol., N oNo.1,., 201 2017

Centre for Mountain Tourism and Hospitality Studies (CMTHS) HNB Garhwal Central University, Srinagar Garhwal, India Journal of Tourism Vol. XVIII, No.1, 2017 ISSN No. 0972-7310 Patron : Prof. Jawahar Lal Kaul, Vice Chancellor, H.N.B. Garhwal University (A Central University) Srinagar Garhwal, India Editor in Chief : S.C. Bagri, Ph.D., H.N.B. Garhwal University (A Central University), Uttarakhand, India Editor : S.K. Gupta, Ph.D., H.N.B. Garhwal University (A Central University), Uttarakhand, India Associate Editors : R.K. Dhodi, Ph.D., H.N.B. Garhwal University (A Central University), Uttarakhand, India Elangbam Binodini Devi, Ph.D., H.N.B. Garhwal University (A Central University), Uttarakhand, India Assistant Editors : Rashmi Dhodi, Ph.D., H.N.B. Garhwal University (A Central University), Uttarakhand, India Managing Editors : A. Suresh Babu, Govt. Arts College Ooty and DevkantKala, Uttaranchal, Petroleum and Energy University, Dehradun, India Editorial Board Members Ratz Tamara, Ph.D., Kodolanyi Janos University of Applied Sciences, Budapest Hungary Harald Pechlaner, Ph.D., Catholic University of Eichstaettlngolstadt, Germany Dimitrious Buhalis, Ph.D., Bournemouth University, UK Gregory E. Dunn, Ph.D., Oklahoma State University, USA Zaher Hallah, Ph.D., California State University, USA John Charles Crottst, Ph.D., College of Charleston, Charleston, S.C.USA Robert Inbakaran, Ph.D., RMIT University, Australia Stanislav Ivanov, Ph.D., Verna University of Management, Bulgaria Mathew Joseph, Ph.D., University of South Alabama, USA Terral Philippe, Ph.D., Universite Paul Sabatier, France Brian King, School of Hotel & Tourism Management, Hong Kong Babu Geroge, Ph.D., Fort Hays State University, Kansas, USA J.D. Lema, Ph.D., Drexel University, USA H.H. Chang, Ph.D., Ming Chuan University, The first American University in Asia Scott McCabe, Ph.D., Ph.D., Nottingham University, UK Mark Miller, Ph.D., University of Southern Mississippi, USA Shahdad Naghshpour, Ph.D., University of Southern Mississippi, USA Rose Okech, Ph.D., Masino University, Kenya Catherine Price, Ph.D., University of Southern Mississippi, USA Timothy Reisenwitz, Ph.D., Valdosta State University, USA Surekha Rana, Ph.D., Gurukul Kangri University Girls Campus, Dehradun, India Geoff Wall, Ph.D., University of Waterloo, Canada Mu Zhang, Professor, Ph.D., Shenzhen Tourism College, Jinan University, China Bihu Tiger Wu, Ph.D., Peking University, China Dra. Gandhi Gonzalez Guerrero, Universidad Autonoma del Estado de Mexico, Mexico Natan Uriely, Ben-Gurion University of the Negev, Israel. Mihai Voda, Dimitrie Cantemir University, Romania Frequency and Subscriptions: Journal of Tourism is published biannual. Annual Subscription rates: India-Institutional: INR.2000, Individual: INR. 1000, Abroad- Institutional: US$ 75, Individual: US$ 40, Demand Draft or Cheque should be in favour of Finance officer, HNB Garhwal Central University, Srinagar Garhwal and be payable on SBI Srinagar Garhwal (3181) India. Editorial/Subscription Information Centre for Mountain Tourism and Hospitality Studies, HNB Garhwal Central University, Srinagar Garhwal-Uttarakhand-246174, India, e-mail:[email protected], website-www.jothnbgu.in Guest Editorial Note

Journal of Tourism (JoT) is again pleased to connect you with this issue on the theme “Destination Management Structures for the New Tourism order”. As you would accept my view that tourism sector is facing severe challenges in terms of development of infrastructure, satisfaction/experiences of tourists besides management of tourism destinations/resources. Among all, managing destinations has become a herculean task for the stakeholders to put everything in order. However, due to lack of awareness and negligence, the destinations are losing their appeal and invites major shock to the industry, tourists and people altogether. In view of this, Journal of Tourism is commissioned itself to devote this issue on destination management and invited research papers from various corners and based on its editorial experts recommendations, three research papers and two research notes have been finalized and incorporated in this issue. The first research paper titled “Techniques for working with sustainable tourism indicators at the local level” authored by González-Guerrero, G.; González Díaz, J.G.; Castañeda Martínez, T.; Valdez Pérez, M.E., shares the significance of sustaining the tourism attractions and its achieving methods through sustainability indicators. Also, they argue that the indicators should have sync with the interests of the local people. The second research paper titled “Research on the Green Destination Development Evaluation: a Low-carbon Perspective” authored by WANG LIN, ZHANG QIQI and ZHANG MU opines about the transformation from brown economy to green economy and its importance, its presence in the tourism sector in the name green destination. The paper also discusses the green destination, its management and operating styles with different layers of evaluation index system. The third paper titled “Making a job out of your passion: When sports people become entrepreneurs in the tourism industry” written by Philippe Terral and Fanny Dubois discusses about the skill set to be developed by the sports people to become tourism entrepreneurs of various levels. The first research note titled “Heritage Tourism and its determinants- An Empirical study in Himachal Pradesh” by Arun Sharma shares the heritage wealth of Himachal Pradesh state of India and its share in the state's tourism. He further studies about the factors related to heritage tourism and measures the impact of tourists in tourism in the destination. The second research note titled “Some Reflections On India's Outbound Tourism” authored by S.C. Bagri and A. Suresh Babu discusses about the growth of India's out bound tourism and shares about the intriguing factors for tourists and the countries of preference. I, on behalf of the family of Journal of Tourism feel happy to thank the editorial team for their valuable inputs and our readers for their continuous support and motivation in bringing up this issue successfully.

Prof. S.C.Bagri Journal of Tourism An International Research Journal on Travel and Toursim Vol.XVIII, No.-1 ISSN:0972-7310 2017

Contents

S.N. Research Paper Author Page 1. Techniques For Working With González-guerrero, G. Sustainable Tourism Indicators González Díaz, J.g. 1-19 At The Local Level Castañeda Martínez, T. Valdez Pérez, M.e. 2. Research on the Green Destination Wang Lin Development Evaluation: a Zhang Qiqi 21-33 Zhang Mu Low-carbon Perspective

3. Making a job out of your passion: Philippe Terral when sports people become Fanny Dubois 35-45 entrepreneurs in the Tourism Industry

4. Heritage Tourism and Its Arun Sharma 47-55 Determinants in Himachal Pradesh

5. Some Reflections On India's S.C.Bagri Suresh Babu 57-62 Outbound Tourism

6. News and Views Vaibhav Bhatt 65-73 All rights reserved. No part of this publication may be reproduced, stored in retrieval system or transmitted in any form or by any means- electronic, electrostatic, magnetic tape, mechanical, photocopying, recording or otherwise, without the written permission of the publisher. K e y W o r d s Techniques For Working With Sustainable Tourism sustainable tourism; Indicators At The Local Level indicators; community participation; qualitative GONZÁLEZ-GUERRERO, G.; and quantitative research GONZÁLEZ DÍAZ, J.G.; CASTAÑEDA MARTÍNEZ, T.; VALDEZ PÉREZ, M.E. Centro Universitario Tenancingo, Universidad Autónoma del Estado de México, Carr. Tenancingo-Villa Guerrero Km 1.5, Edo. de México, C.P. 52400

Abstract INTRODUCTION T h e d e f i n i t i o n o f n tourism, the purpose of conserving the resources while sustainability indicators in using them for the economic and social benefit of the local tourism at the local level can Ipopulation, has meant the need to establish monitoring be a challenging task due to mechanisms. These mechanisms have a twofold purpose. On their technical nature. the one hand, they can inform the progress of tourism However, insight into the sustainability objectives. On the other, they can help to prevent relevance and understanding considerable impacts to the social, economic or environmental of such indicators by the local people takes importance spheres. One such mechanism is the use of sustainability within the context of indicators (Altieri, 2002; Fernandes& Wood house, 2008; decentralisation. Such Ziaabadi, et al., 2017). relevance points to the need Furthermore, the need for indicators at the local level has been for techniques that have not raised (James, 2000). Indicators need to be developed and been commonly used in the applied at the local level, considering context appropriate indicators research but can be issues. Further, the present document argues that indicators advantageous for informing it need to reflect the interests and concerns of the local people at the local level. For this and be understood by them. This is particularly relevant in the purpose, this document context of decentralisation and community-based natural proposes the use of the Likert resource management. In this context, institutions become an scale and photoelicitation techniques; the latter as a important subject as it is perceived that they could 'play an more innovative technique in important role in the effective management of scarce natural the study of indicators. resources' (Runge, 1986). Further, it is argued that the In the case of Mexico, the institution that has been officially information generated with chosen as the channel for the management of natural resources these techniques can be is the ejido system. Although the Agrarian Law was changed in analysed both quantitatively 1992 to allow for the selling of the ejido land, many properties and qualitatively. It is remain collectively owned and thus the ejido institution elucidated that both types of prevails (Barnes, 2009). analysis and interpretations Thus, it is necessary that indicators be understood by the local are able to inform different people as stewards of the resources if the aim is to conduct the aspects of research. The tourism activity in a sustainable way. However, understanding research was conducted in a community of the Nevado de indicators can be a complex task due to their technical nature. Toluca Park. This shows the importance of using techniques that may be appropriate for working with indicators at the local level.

Journal of Tourism, Volume XVIII, No. 1, 2017 1 This research proposes two techniques, the population in destination sites or to the Likert scale and photoelicitation. The Likert environment. scale has been used in tourism research for Sustainable tourism appeared in response to determining tourist satisfaction and growing concerns about a range of impacts perception of authenticity of events including the marginalisation of host (Chhabra, et. al., 2003). It has also been communities, cultural shocks and the few used to analyse motivations (Swanson, benefits that local people were actually 2006;Jones, 2011) and indicate receiving from tourism activity competitiveness of a destination (Ozer, (Countryside Commission, 1995; Wahab, 2012; Mulec, 2013). Photoelicitation has 1997; WTO, 1997; Mowforth& Munt, been used in research with the purpose of 2003). However, the emphasis in practice 'balancing power, create a sense of on the environment and the difficulty of ownership, foster trust and build capacity' applying sustainable tourism principles due (Castleden, et. al., 2008:1393). This paper to the prevailing socio-economic and argues that these techniques have the political conditions in the developing world potential of providing a simple approach to is regarded by some as being a continuing identifying the interests and concerns of the problem (Tosun, 2001:289). local people, which can in turn be Another critique has been 'the converted into indicators reflecting local implementation gap'. Mowforth and Munt needs. (2003), who offer a detailed analysis and Sustainable tourism description of the meaning of sustainability Sustainable tourism can be seen as a goal for tourism, conclude that there is no that tourism destinations strive to define “absolute true nature of sustainability” and pursue (Mihalic, 2016). There has been because it can only be defined within a much debate around the concept, its context and its definition is influenced by meaning and application. However, the idea the “control and position of those who are behind it the conservation of natural defining it” (Mowforth & Munt, 2003). resources while using them for the tourism This implies that the objectives and tools activity, which implies the balance between used in sustainability will be a reflection of the natural, social and economic dimensions the interests of those defining it. Thus, with is still considered worth pursuing. the discourse of putting the local Sustainable tourism is thus not a type of communities' participation at the core of tourism but rather a quality or a set of tourism planning, the movement towards principles that are desirable for good decentralisation and the abundance of tourism practice. It is a break from the community resource management instances, paradigm of what might be referred to as the role of the local people in sustainable traditional tourism, which was characterised tourism takes greater relevance. by mass tourism and a lack of sensitivity to Among the tools used in sustainability are local people, the environment and culture in indicators. They have the purpose of tourist destinations. In contrast, sustainable monitoring the performance of various tourism is characterised as being low- aspects within the dimensions of impact, responsible and respectful of the sustainability. And, as mentioned in the local people, environment and culture, and previous paragraph, they can also reflect the inclusive of different stakeholders with interests of those who define them. community participation at the core of tourism planning and implementation. As Indicators of sustainability in tourism for stated by the World Tourism Organization over two decades, different associations, (WTO, 1998:3), the tourism activity should groups and sectors have devised not be harmful to the interests of the sustainability indicators with the purpose of

2 Journal of Tourism, Volume XVIII, No. 1, 2017 measuring the performance of different the evaluation and crosschecking of the variables involved in sustainability. In the three groups, a reduced set of 16 indicators case of tourism, there have also been came out. The final purpose was to find out various exercises to develop and use whether tourists used to make, or would be indicators to monitor and measure interested in making thoughtful decisions sustainability. Most notably, in 1996 the when choosing their places to visit and also WTO released a publication that listed a set if managers were willing to disclose of 11 core indicators and other lists of information about the sustainable practices complementary indicators that were to help to make the choice easier. destination-specific (with a further release Research on indicators has included in 2004). different stakeholders (Vila, et. al., 2010; Similarly, some countries have developed Blancas, et. al., 2011; Ziaabadi, et al., their own set of indicators for sustainable 2017) but few have emphasised the tourism. Some of them have used the importance of the local people in indicators proposed by the WTO as a basis. community-based natural resource Examples of this include the case of Korea, management (Spencer, 2010). where the WTO's sustainable indicators The role of communities in indicator were used to monitor the management selection and use activities of the Mt. Sorak National Park. Much attention has been given in the The purpose of the study was to evaluate literature of sustainable tourism indicators whether the park was being managed in a to the participation of different stakeholders sustainable way. The findings were in the selection of tourism indicators. expected to assist in a change of the way in Although the importance of the which the park was being managed (Kang, participation of different stakeholders is not 2002). in question, this research argues that the The Association of Caribbean States importance of stakeholders is given by the adapted a set of indicators considering context of the destination. In the case of some criteria such as security, identity and countries such as Mexico, where there is a culture, child prostitution, employment in widespread practice of community-based tourism, quality of bodies of water, energy resource management, communities become consumption index, water consumption the stewards of their natural resources index, environmental management and use, (Kumar, 2005; Zhu, et al., 2017). This is so efficiency of the solid waste management because community members, being system, efficiency of the waste water immersed in the environment, can be in a management system, tourist satisfaction, position to monitor changes in natural, and national and local product consumption social or economic spheres. index. The purpose was to ensure the Further, within the context of achievement of sustainability in the tourism decentralisation, responsibility for the activity (Association of Caribbean States, resources is given to institutions at the local 1994). level. These institutions should be able to Miller (2001) proposes a set a core of respond appropriately to the changes that indicators based on the tourists' point of have manifested themselves in rural spaces, view. There was first established a set of 29 indicators which were sent to three groups originated by decentralisation, and of people: experts in the field, businessmen globalisation processes, and to the within the scope of tourism enterprises, and 'processes of redefinition of the role of the holiday makers. The three groups made State, and the participation and privatisation their evaluation regarding what they of the public functions' (Echeverri Perico & considered important to be measured. After Ribero, 2002:20).

Journal of Tourism, Volume XVIII, No. 1, 2017 3 Community resource management implies working at the community level. This type the shared responsibility of the community of research can help to “identify the for the planning and use of common community shared values and vision resources. As part of decentralisation aspirations of the community for whom the policies, it gives local communities 'the indicators are intended” (Miller& Twining- responsibility for natural resources held as Ward, 2005). commons' (Leach, et al., 1997:1). The Thus, this paper proposes that indicators rationale for this measure has been that 'the should be understandable to community goals of equity, development, members (Kozak& Martin, 2012). In the empowerment and environmental measure that the indicators are sustainability would be reconciled once understandable and the more they reflect resource management was transferred into the communities' interests and concerns, the the hands of local communities' (Kumar, more the community members will be able 2005). to appropriate them and take active part in Accordingly, this research argues that the the monitoring process towards sustainable local community plays an important role in tourism. monitoring in instances of community- Methodology resource management and where there are Research Site budgetary and personnel deficits. However, The setting for this research is the Nevado this view faces the obstacle that indicators de Toluca National Park. The park covers tend to be technical in nature. 53,988 hectares (CEPANAF, et In communities that can be considered rur- al.,undated). One of its four tourist sites, the urban (Kay,2007), there can be a low Deer Park, is part of the Zinacantepec education level. In such cases, technical municipality (see Figure 1). In the Deer indicators can prove difficult to understand. Park,visitors have picnics, take walks or For this reason, this research suggests that ride horses. It also has tourism services and creative methodologies need to be infrastructure, which is considered to be in incorporated into the definition of issues good condition (CEPANAF, et al., and the selection and development of undated). sustainable tourism indicators while

4 Journal of Tourism, Volume XVIII, No. 1, 2017 Figure 1. The Nevado de Toluca Protected Area and its main tourist areas.

Source: Authors, 2017

Journal of Tourism, Volume XVIII, No. 1, 2017 5 Although being a Protected Area, there are community has a population of 12, 253 individual landowners and ejido members inhabitants (Instituto Nacional de with clear group and individual land rights Estadísticay Geografía, 2010). in the park. Other community members Materials and methods have also interest in the park's resources, Semi-structured interviews were conducted simply for leisure activities. with 22 ejidatarios from SJH. The interview The Nevado de Toluca Protected Area is was designed in four parts. The first part of home of 15 rural communities. The size of the interview was composed of a series of the settlements range from 2 to 500 houses. open-ended questions designed to introduce The size determines the number and kind of the subject of sustainability and find out services that can be found in each. Potato how much the interviewee knew about it. and oats are the most common crops This part also had the purpose of grown, although maize can be found in the determining the awareness of the lowest-lying areas. It is also common to interviewee on the tourism activity in the come across herds of cattle or flocks of Nevado Park. sheep being herded to grazing areas. The second part of the interview consisted Most of the settlements were formally of a list of 19 indicators which were established in the first part of the 20th selected based on the literature review, century. Before then, what today is known giving greater weight to those proposed by as the Nevado de Toluca Protected Area, the WTO. Indicators were selected based on was referred to by its nahuatl name the characteristics of the tourism activity Chignahuiltecatl (Nine Hills) or Xinantecatl and the site itself. Interviewees were asked Volcano. Most of its 53,988 hectares were to rate the perceived importance of each then divided amongst three haciendas: la indicator on a 5 point Likertscale. Gavia, la Huerta and Tejalpa, which were The third part of the interview consisted formed after the conquest of Mexico in initially of a set of 31 photos the 1519. interviewees had to arrange in order of The Nevado Park was constituted by decree importance. These photos were in 1936. The decree made it clear that, due representative of the resources found in the to the ecological importance of the area, Nevado Park and the community. It conservation was a priority and this could includes images meant to represent not be achieved if excessive exploitation education, income and family. (by ejidos or individual owners) prevailed. The interview was pretested with five Owners affected by the decree were given a ejidatarios randomly chosen as they arrived period of six months to prove their to the office of the Ejidal Comisariado (the ownership, after which they would receive representative of the ejidatarios). The compensation for their land. results from the test showed that for the The decree was not fully executed in the second part of the interview some Nevado Park. The area was declared a indicators had to be re-worded to make Protected Area but the individual land them more understandable. The third part of owners and ejido members were not the interview showed that 31 photos were compensated and hence forth they did not too many. Some of them, the ejidatarios leave the area. said, were repetitive of resources and were San Juan de lasHuertas (SJH) is one of the therefore placed consistently on the same communities with claims over the Nevado level. Therefore, the photos were reviewed Park in the form of ejido with 2,170 to reduce the number to 12 (Table 1). This hectares. Its ejido that manages the Deer was done while trying to ensure that the Park, a tourist site of the Nevado Park. The photos of the resources that intended to be

6 Journal of Tourism, Volume XVIII, No. 1, 2017 represented remained. It was also noticed to be made known to ejidatarios. However, that some photos were attached different after they finished arranging the pictures in meanings by ejidatarios. For this reason, it order of importance, they would be asked was thought necessary to specify what the to explain what each picture meant to them. picture meant for the research. This was not Table 1. Images and their intended meaning. Image Intended Rationale meaning 1 Work As ejidatarios, all interviewees are familiar with farming. For many of them, it is their main source of livelihood.

2 Fauna The image shows fauna that belongs to the region. Many interviewees were able to identify it as such.

3 Education The image shows a drawing of a happy child in his classroom.

4 Money The image shows Mexican currency. It was meant as either money or income.

5 Deforestation The image is of an area of the Nevado Park.It was meant to portray soil and deforestation.

6 Community The image is of the centre of the community, where the main offices and library are located. In addition a crowd of community members can be seen.

7 Water The image is of one of the lakes in the crater of the Nevado Park. Thus, portraying water.

8 Trees This image is of another area of the Nevado Park. In contrast with image 5, it presents an abundance of vegetation.

Journal of Tourism, Volume XVIII, No. 1, 2017 7 9 Famil y This image is meant to portray a family. As a rururban community, it was assumed an important issue for community members1.

10 Touris m In addition to the tourist in the front, this image shows the area that is used for parking and interviewees would likely be familiar with it.

1 1 Tourism 2 The image shows an area of the Nevado Park that is used for tourism and belongs to the ejidatarios. The building that can be seen on the right is the lodge where some visitors stay overnight, also run by ejidatarios. Flora 12 The image shows flora that belongs to the region. Many interviewees were able to identify it as such.

After these modifications were made to the approach and item-test correlation was used interview script, a list of ejidatarios was ( E l e j a b a r r i e t a & I ñ i g u e z , 2 0 1 0 ; obtained from the EjidalComisariado's FernádezPinedo, 2006).The former office. Using a random numbers table, 40 considers the global results of the upper and ejidatarios were selected. It was planned to lower quartile. An item is useful when the conduct only 22 interviews, but an extra 18 mean of the individuals of the superior names were obtained in case some quartile is higher than one. The latter ejidatarios refused to participate or could discriminates between useful items and not be found. those that are not, through their internal In addition to these interviews, informal consistency. It correlates global individual conversations were held with various results with results per item. Although this members of the community. Meetings of method considers an r of 0.35 as the ejido were also attended by a researcher significant, this study considers an r functioning as an observer. This allowed superior to 0.70 as significant. The internal examining the dynamics of these meetings consistency of the questionnaire (designed and the interaction of ejido members. as a sequence of items) was validated using The data collected for the second part of Cronbach's alpha coefficient (see Ledesma, the interview (through questionnaire using et. al, 2002; Oviedo & Campo-Arias, 2005; the Likert scale), was input into a double- Brasileiro, 2014; Cardozo, et al., 2014). entry matrix considering 19 indicators and Aprincipal component analysis using 18 respondents (four were excluded from InfoStat 2011p was performed with the the analysis for assigning values outside the indicators selected through the above Likert scale). To determine the significant process(Di Rienzo, et al., 2011). In this indicators in the surveyed population, a analysis, the variables were the indicators combination of the extreme groups and the repetitions were the answers given

8 Journal of Tourism, Volume XVIII, No. 1, 2017 for each indicator by the 18 interviewees the images that appeared first in the (Martin, et al., 1994; Torres, et al., 2008). sequence. This was performed with the understanding The second process was based also on that a principal component analysis allows mode, sticking to the rule mentioned above, for the reduction of the dimensionality of but in this case all positions that data, transforming the original group of p respondents assigned to images were variables into a group of unrelated q included, i.e. those who assigned more than variables (q p). These are the principal one position to an image or repeated a components, which are lineal combinations position. The third process used principal of those variables that best explain the component analysis (Johnson, 2000). The variation in the matrix. Therefore, when first four main components were identifying the variables that form the first considered. In each, the three images with principal components, it can be concluded the highest value were selected. The first that these are the variables that best three positions within the first component summarise the information (Martin et al., were sequentially assigned, then the second 1994; González, et al., 2008).In this study, component and so on until all 12 positions the principal component analysis will were completed. In case animage had identify those indicators that best represent already an assigned position in the the view of the interviewees regarding preceding component, it was selected the sustainability indicators included in the next image according to value. Finally with questionnaire (Balzarini, et al., 2008; the positions obtained, a table was made Johnson, 2000). A cluster analysis was with the purpose of obtaining an adjusted conducted, based on the principal position. If the position was repeated in two component matrix, to identify any processes, it was considered significant and association between the indicators(Johnson, it was assigned. 2000). To check if an indicator had a differentiated In the case of the images, it was considered perception for the interviewees in terms of the priority that each interviewee assigned a whether it was evaluated with an image or ranking to each image.This way, the a questionnaire, a contingency table was information was concentrated in a double- developed using chi-square test statistic entry matrix with 12 positions and 22 (Balzarini, et al., 2008).The table included interviews in order to determine which as dependent variables the seven indicators images were given priority by the that were evaluated both ways. The interviewees. The images were arranged independent variable was the evaluation by based on three procedures and a summary. image and questionnaire. The frequency The first process considered only those used in the process was the number of respondents who assigned a place to each interviewees who assigned the number five image (13).In order to determine the order, to the indicator in the questionnaires, it was considered the measure of central whereas in the case of images, the positions tendency mode of each image (Steel, et. al, were assimilated into the five categories of 1985). If the position was repeated, it was the questionnaire, considering the first three assigned the highest priority number to the as equivalent to assigning five in the image that appeared later in the sequence, questionnaires. The process was performed assuming that there was a positive effect for with the InfoStatsoftware version 2011p (Di Rienzo, et al., 2011).

Journal of Tourism, Volume XVIII, No. 1, 2017 9 For a qualitative analysis, an analysis was that, according to the applied quantitative made not only of the ranking of the images methods, have greater significance for the but also of the meaning attached to them by interviewees.It should be noted that this the interviewees. This meant gaining insight information is categorical and gives an into the issues that the interviewees indication of the aspects to which the considered relevant. This was observed population is sensitive. However, the because the image was often linked to quantitative method does not dwell on something else in a narrative, as it will be understanding its significance, so it needs to explained in the following sections. be supplemented with qualitative methods. Discussion An important aspect of the information Quantitative data analysis shown in Table 2 is that in the short time it The questionnaire showed internal provides elements to guide the qualitative consistency having a Cronbach's alpha methods to specific indicators in which an coefficient of 0.92. This implies that the in-depth analysis will provide further subject had consistency and it was information. In the long-term, the identified as relevant by the people information will address two questions: interviewed. In a quantitative way, this whether it is necessary to rethink how to justifies two issues; first, the validity of the address a specific indicator in the instrument, and second, the consistency questionnaire and the very validity of the with which people provide everyday indicator for the population. This is information. Table 2 shows the indicators particularly helpful as discrimination through qualitative methods involves a

Table2. Significant indicators based on two methods.

Method

Indicator Correlation (r) Extreme groups (Difference)

Cri me 0.954 2.4 Was te 0.918 0.8 Social effect s 0.898 2.6 Extinctio n 0.885 1.6 Soil qual ity 0.812 1.4 NGO involvemen t 0.796 2.2 Water qualit y 0.735 1.6 Air qual ity 0.722 1 Decisions in tourism 0.706 1.4

Unemployment 0.595 1.6

The quantitative method of cluster analysis which means that people do not make a was used to identify associations between distinction of categories of the evaluated indicators in order to correlate these with indicators. This means that the population is the categories to which different indicators sensitive to what affects it but it does not are linked. In this study, the method does use the guide of sustainability dimensions not identify any association of indicators, in its reasoning. However, the dimensions

10 Journal of Tourism, Volume XVIII, No. 1, 2017 do not cease to be relevant to the researcher in its information and it requires methods to in his analytical intention since the number further explain this phenomenon. of social and environmental indicators in On the other hand it is observed that the this study was almost the same (6 vs. 5). prioritisation is relatively constant for the This method is particularly relevant, as in first four places (indicators), showing a deepening in the association of indicators it greater variation in the remaining four. The allows to approach the information from the contrast of the quantitative methods used qualitative point of view with the risk of gives evidence of a difference between the biasing the interpretation of data, since the meaning of an indicator and its priority. outlook of the dimensions is implicit in the Using the methods of correlation and analysis of the researcher. extreme groups, it can be inferred from the When using the principal component method homogenisation of values that the to prioritise the indicators from the community gives to each indicator that perspective of the community (Table 3), it there is enough information regarding the was found that the first two components indicators to judge in a homogenous way, explained 80% of the variation in the values therefore referring to significance or that respondents gave the indicators. Two meaning. With the method of principal indicators were left out: NGOs involvement components, the difference of the value and soil quality. The principal component given to each indicator by the respondents method adds to the information on the is understood as a point of reference to the significance of the indicators the relative relative importance of each indicator. In importance of each of them. In this study, this sense, it is here inferred from the although NGOs involvement and soil quality heterogeneity of respondents with respect to are indicators present in everyday life, they the indicators. The analysis of the two do not represent issues that the community methods shows how consistent and stable intends to address in the short term. Once the indicators are from the perspective of again, the quantitative method is categorical the interviewees. In this study the indicators showed stability and consistency.

Table 3. Significant indicators prioritised by the method of principal components. Variable Importance Component Crime 1 1 Waste 2 1 Extinction 3 1 Social effects 4 1 Air quality 5 2 Decisions in tourism 6 2 Water quality 7 2 Unemployment 8 2

Journal of Tourism, Volume XVIII, No. 1, 2017 11 In the case of the images, only four were respondents. This implies that, for the identified as significant indicators for the community, indicators refer to issues, which population (Table 4). From these four, three are identified by their constant presence in converged with those identified through the town. But in the sense of the attention that questionnaires although it did not converge these issues require the diversity of in prioritisation. Neither is it observed opinions is broad. In this sense, the method atendency to associate the images to the used allows identifying the indicators better categories used in the questionnaires. Based understood by the community, but it on the order in which the images were requires the support of qualitative analysis analysed, it is observed that there is no to understand the reasons for the difference relationship between the priority given to in perception. Further, the quantitative the image and the significance it had for method facilitates the prioritisation of indicators avoiding subjective tendencies.

Table 4. Significant indicators for the population from photographs based on three methods so for dering.

Process Mode without Mode with Indicator Principal Image repetition of repetition of Adjusted component positions positions

1 Unemployment 8 7 8 8

2 Extincti on 4 5 5 5 3 Educati on 5 9 8 NS 4 Mon ey 7 11 2 NS 5 2 Soil quali ty 1 12 NS 6 Decisions in tourism 1 12 1 1 7 Water quality 3 2 10 NS

8 Conservation 11 4 6 NS

9 Family 10 10 9 10

10 Tourism satisfaction 9 8 3 NS

11 Tourism 2 6 3 4 NS 12 Wildlife diversity 1 2 6 7 NS * NS=Not significant Through the contingency table it was perspective of the interviewee, while in the determined(p <0.01) that the way to present questionnaire the indicator is the an indicator (either by questionnaire or interpretation of what the researcher image), influences the way that people give intended. In this sense, it could be inferred it significance(Table 5). In general, it is that the greater the difference between the observed that the evaluation through images results of the two instruments might mean ends to assign lower values to the indicators that the indicator is relatively foreign to the than through questionnaires. This can be expectations of the community. This is the explained by the fact that in the case of the case of tourism indicators that could still be images the indicator is analysed from the assumed as an abstraction for the

12 Journal of Tourism, Volume XVIII, No. 1, 2017 interviewees. A contrary case would be the inferred that is fully understood and indicator of air quality, which could be interpreted by the community. Table 5. Contingency table on the frequency with which the indicator is considered significant for the individual. Interviewees who considered the indicator to be significant Indicator Image Likert Total Water quality 8 19 27 Soil quality 13 6 19 Air qual ity 4 6 10 Conservation - community awarene ss 15 10 25 Diversity of wildlife 4 15 19 Extinctio n 7 18 25 Decisions in tourism 1 19 20 Satisfaction with tourism 2 16 18

Total 54 109 163

Qualitative analysis of the males could have some bearing in photoelicitation technique: dismissing image 9 (family), the For the photoelicitation technique, 9 of the implication being that female interviewees 12 images showed something with which may be more sensitive to family issues and the interviewees may be familiar. Image 1, needs. for example, does not only portray farming, Another factor to consider is that images 3 but growing potatoes in the Nevado Park, and 9 could have been perceived as out of an activity with which all ejidatarios are context in the sense of the greater subject well acquainted. The remaining 3 of the 12 that was being discussed sustainable images were chosen as portraying in a tourism in the Nevado Park. Although generic way, the intended meaning. possible issues in the community, they were In terms ranking images, results show that not in direct relation to the subject, nor arranging the images in order of importance where they introduced as such. was not a straightforward process for the The images that consistently ranked higher interviewees. An important part of the were 1, 2, 5, 8 and 11. The intended process was the meaning that each gave to meaning for these images was work, fauna, the image. For example, images 3, 9 and 10 deforestation, trees and tourism. Among were all dismissed by 4 people. These these images, the highest ranking was for images were intended to portray education, trees. There could be several ways to family and tourism. It is relevant the fact interpret this. One is that the Nevado Park, that the images chosen to portray education being a wooded area, is readily identified and family were not familiar to the with trees. Another reason could be that, for interviewees. That is, they did not belong to the last several years, government policies their surroundings as the rest of the images have tended towards the afforestation of did. Also, the fact that all interviewees were areas such as the Nevado Park. This has

Journal of Tourism, Volume XVIII, No. 1, 2017 13 included launching afforestation high and middle ground but not low. programmes directed to local communities. While the image about fauna was ranked The programmes have involved paying among the highest, the image about flora wages to community members to plant trees was ranked in the middle ground. This on designated areas for a period of a few seems to suggest that for the interviewees months at a time. Thus, a large population fauna is more important than flora. of trees can be perceived as important not However, this is relative, because if image only in terms of income, but also in terms 8 (about trees) is considered as part of the of government discourse. flora, then flora takes importance, The images that consistently ranked lower considering that trees was the image ranked were 3, 4 and 6. The intended meaning for highest of all. these images was education, money or In terms of the meaning attached to the income and community, respectively. The image 1, it could be observed that 10 of the results for image 4 help to illustrate whath interviewees readily interpreted it as as been extensively documented in the farming. Five expressed explicitly the idea literature about participatory techniques of work. The interpretation of this image by the extent to which the answers reflect the another five went further. The key words in real thoughts of the interviewee. The the meaning of these five interviewees interviewees may have ranked this image were: erosion, afforestation, food (2) and low because they did not want to be path. As expressed earlier, farming is the perceived as greedy or materialistic. This immediate context of these interviewees in can be illustrated by an experience with one terms of livelihoods. However, as interviewee. At first, he had decided to ejidatarios, there is a sense of ownership dismiss the image because, in his own and knowledge-ability attached to farming. words, he did not want to “appear greedy”. As expressed by one interviewee, this is an However, through the process of image of “farmers who know how to accommodating the images, he reasoned cultivate their land”. Ownership in the that without money it was not really context of ejidos not only implies the plot possible to do much. He decided to re- assigned to each ejidatario for farming but incorporate the image to the list but placing also the totality of resources comprised in it in a middle ground position. the ejido given to the community. This is The images that were more evenly so especially in cases like that of the distributed throughout the ranking were 7, Nevado Park, where part of the ejido is 10 and 12. The intended meaning for these woodland and, due to the decree, is not images was water, tourism and flora divisible but owned as a collective. respectively. It is noteworthy that image 11, It can be said that the interpretations of this also intended to portray tourism, was image linked to erosion and afforestation ranked among the highest. This suggest that where within the context of the broader from the two images chosen to portray subject of the research. Erosion had been tourism, the more familiar to them was the introduced in the second part of the one with the lodge that they manage, even interview with the indicators. Afforestation though this image has no visitors in it. The was also in the immediate context of the tourism activity seems to be important for interviewees. Firstly, through afforestation them, since the two images were ranked projects involving community members.

14 Journal of Tourism, Volume XVIII, No. 1, 2017 Secondly, it is noteworthy that the same the one that showed greatest variety of interviewee who linked the image to given meaning. The highest consensus was afforestation, in the first part of the in terms of politics, with six interviewees interview mentioned that sustainability was interpreting the image along these terms. afforestation. There were mentioned the unfulfilled Another image that showed some promises of the politicians and the misuse significance was that of the family. and mismanagement of financial resources. Fourteen interviewees readily identified the Apart from this interpretation, the image image as a family. However, the narrative was also interpreted as the right to free that accompanied the identification of the speech. Closer to the intended meaning of family varied. For example, five of the the image, it was interpreted as either the interviewees mentioned the family in offices of the local government, the centre connection with the tourism activity. For of the town or the people of the town. some of these, the image was about This results and interpretations show that families visiting the Nevado Park and the the technique of photoelicitation can aid in security that should be given to these finding out local peoples' interests and families. Others interpreted it in the context issues within a particular subject. Although of their own family visiting the Park. it is limiting in the sense that the images From these 14 interviewees, two interpreted are given, it is flexible in the sense that the image as a family but in connection they provide the opportunity for free with the environment. For one of them, it narratives. was about water and the benefits that Conclusions families receive from having water. This The research shows that the use of the could be interpreted within the context of photoelicitation technique in the context of the difficulties that some communities sustainable tourism can be more telling of within and around the Nevado Park have to the community interests than techniques gain access to running water. According to such as the Likert scale. This was evident the National Institute of Statistics and because in the section where it was asked Geography (2006), 89% of households have to rank in a Likert scale, the variation was piped drinking water in the community. minimum. That is, all indicators seemed Despite this figure being 12% higher than equally important to the interviewees. This the municipality level, the reality is that can be interpreted in two ways, one, all 11% of households do not have access to indicators were truly equally important, and this service. This particular interviewee two, a number was given that seemed could fall within this 11% and thus the appropriate without much consideration importance that he attaches to water in given to the question. relation with the family. Additionally, the Likert scale does not For the other interviewee, the image of the allow for much feedback or exchange of family is linked to environmental education. information. The photoelicitation technique, This, he mentioned, is responsibility firstly however, invites interviewees to express of the parents, and secondly of the State, their own thoughts and to elaborate on the through the schools' curricula. meaning attached to the images allowing From all the images, image number 6, with thus further insight into their views and the intended meaning of community, was interests.

Journal of Tourism, Volume XVIII, No. 1, 2017 15 On the other hand, the analysis of the necessarily correspond to the meaning Likert scale in a quantitative way allows given by the interviewees. This could be validating the instrument and testing the seen as either a weakness or strength: as a consistency with which people provide weakness because the results may not give everyday information. This was seen in the the intended outcome. As a strength results obtained by quantitative methods because the liberty given to the such as correlation analysis, extreme groups interviewees in their answers can help and principal component analysis. enrich the results of the research and can When combining qualitative and allow for the emergence of issues that were quantitative methods of analysis, it is not considered initially by the researcher possible to identify issues that are important although relevant to the community. for the respondents although the attention Additionally, the codification of results or priority that is given by each one of obtained can be a challenge. However, once them can vary greatly. This latter point is the relevant issues are identified, these further understood by the use of qualitative could be used as a starting point for the methods that help elucidating perceptions development of indicators that are relevant and reasons thus establishing issues to the community and clear to identify and priorities that reflect the interests of the monitor by community members (Miller & local people. Twining-Ward, 2005). This becomes Limitations of the Study particularly relevant in the context of A challenge of using the photoelicitation decentralisation where communities are technique is the meaning given to the made responsible for the conservation and images. As it could be seen by the results preservation of their resources and are thus obtained, the intended meaning does not expected to monitor changes.

16 Journal of Tourism, Volume XVIII, No. 1, 2017 References (undated). Programa de Manejo del Altieri, M. A. (2002).Agroecology: the Parque Nacional Nevado de Toluca. science of natural resource management Toluca: CEPANAF, Biocenosis, A.C., for poor farmers in marginal UAEM. Document Number) environments. Agriculture, Ecosystems Chhabra, D., Healy, R., & Sills, E. (2003). & Environment, 93(1-3), 1-24. Staged authenticity and heritage Association of Caribbean States. (1994). tourism.Annals of Tourism Research, Convention establishing the sustainable 30(3), 702-719. tourism zone of the Caribbean. C ountryside Commission. (1995). Retrieved 08-11, 2004, from Sustainable rural tourism.Opportunities http://www.acs-aec.org/Tourism/VII/ for local action. Northampton: english/Legalturdoc_eng.htm Countryside Commission. Blancas, F. J., Lozano-Oyola, M., Di Rienzo, J. A., Casanoves, F., Balzarini, González, M., Guerrero, F. M., & M. G., Gonzalez, L., Tablada, M., & Caballero, R. (2011). How to use Robledo, C. W. (2011). InfoStat. sustainability indicators for tourism [programa de cómputo]. planning: The case of rural tourism in Echeverri Perico, R., & Ribero, M. P. Andalusia (Spain). Science of The Total (2002). Nueva ruralidad. Visión del Environment, 412-413(0), 28-45. territorio en América Latina y el Balzarini, M. G., Gonzalez, L., Tablada, Caribe: Instituto Americano de M., Casanoves, F., Di Rienzo, J. A., Cooperación para la Agricultura. &Robledo, C. W. (2008). Infostat. Elejabarrieta, F., & Iñiguez, Manual del Usuario L. (2010). Construcción de escalas de Barnes, G. (2009). The evolution and actitud, tipo Thurstone y Likert La resilience of community-based land Sociología en sus escenarios(17). tenure in rural Mexico.Land Use Policy, Fernandes, L. A. de O., & Woodhouse, P. 26(2), 393-400. J. (2008). Family farm sustainability in Brasileiro, T. D. C. (2014). Medidas southern Brazil: An application of agri- explícitas e implícitas de atitudes frente environmental indicators. Ecological à adoção e seus correlatos valorativos. Economics, 66(2-3), 243-257. Cardozo, V., John, J., Hernandis, O., Fernández de Pinedo, I. (2006). Ramírez, T., & Nélida, Y. (2014). Construcción de una escala de actitudes Caracterización de los sistemas de tipo Likert. 15(10), productos en el marco de la Instituto Nacional de Estadística y personalización, la variabilidad y la Geografía. (2010). XIII Censo General diferenciación: Un estudio con expertos. de Población y Vivienda 2010. Ingeniare. Revista chilena de ingeniería, Principales resultados por localidad. 22(2), 278-291. México: INEGI Castleden, H., Garvin, T., & First Nation, James, D. (2000). Local sustainable tourism H.-a.-a. (2008). Modifying Photovoice indicators. Paper presented at the for community-based participatory International Forum on Tourism Indigenous research. Social Science & Statistics. Tourism Statistics Medicine, 66(6), 1393-1405. International Perspectives and Current CEPANAF, Biocenosis, A.C., & UAEM. Issues, Glasgow.

Journal of Tourism, Volume XVIII, No. 1, 2017 17 Johnson, D. E. (2000). Métodos Cleaner Production, 111, 261-470. multivariados aplicados al análisis de Miller, G. (2001). The development of datos (H. Pérez Castellanos, Trans.). indicators for sustainable tourism: México, D.F.: International Thomson results of a Delphi survey of tourism Editores. researchers. Tourism Management, Jones, R. V. (2011). Motivations to Cruise: 22(4), 351-362. An Itinerary and Cruise Experience Miller, G. A., & Twining-Ward, L. (2005). Study. Journal of Hospitality and Monitoring for a sustainable tourism Tourism Management, 18(1), 30-40. transition. The challenge of developing Kang, M. H. (2002). Monitoring the and using indicators. Wallingford: management of Mt. Sorak National Park CABI Publishing. utilizing WTO's sustainable tourism Mowforth, M., & Munt, I. (2003).Tourism indicators. Journal- Korean Forestry and sustainability.New tourism in the Society(12). third world (2nd ed.). London and New Kay, C. (2007). Algunas reflexiones sobre York: Routledge. los estudios rurales en America Latina. Mulec, I., & Wise, N. (2013). Indicating the Iconos. Revista de CienciasSociales(29), competitiveness of Serbia's Vojvodina 31-50. Region as an emerging tourism Kozak, M., & Martin, D. (2012). Tourism destination. Tourism Management life cycle and sustainability analysis: Perspectives, 8(0), 68-79. Profit-focused strategies for mature Oviedo, H. C., & Campo-Arias, A. (2005). destinations. Tourism Management, Aproximación al uso del coeficiente alfa 33(1), 188-194. de Cronbach. Rev ColombPsiquiatr, Kumar, C. (2005). Revisiting 'community' 34(4), 572-580. in community-based natural resource Runge, C. F. (1986). Common Property and management. Community Development Collective Action in Economic Journal, 40(3), 275-285. Development. World Development, Leach, M., Mearns, R., &Scoones, I. 14(5), 623-635. (1997). Challenges to community-based Spencer, D. M. (2010). Facilitating public sustainable development: Dynamics, participation in tourism planning on entitlements, institutions. In M. Leach, American Indian reservations: A case R. Mearns& I. Scoones (Eds.), study involving the Nominal Group Community-based sustainable Technique. Tourism Management, development: consensus or conflict? 31(5), 684-690. (Vol. 28). Sussex: Institute of Steel, R. G., Torrie, J. H., &Castaño, J. M. Development Studies. (1985).Bioestadística: principios y Ledesma, R., Ibañez, G. M., & Mora, P. V. procedimientos (Vol. 2): McGraw-Hill (2002). Análisis de consistencia interna Bogotá. mediante Alfa de Cronbach: un Swanson, K. K., & Horridge, P. E. (2006). programa basado en gráficos dinámicos. Travel motivations as souvenir purchase Psico-USF, 7(2), 143-152. indicators. Tourism Management, 27(4), Mihalic, T. (2016). Sustainable-responsible 671-683. tourism discourse e Towards Tosun, C. (2001). Challenges of sustainable 'responsustable' tourism. Journal of tourism development in the developing

18 Journal of Tourism, Volume XVIII, No. 1, 2017 world: The case of Turkey. Tourism sustainable development. London: Management, 22(3), 289-303. World Tourism Organization. Vila, M., Costa, G., &Rovira, X. Ziaabadi, M., Malakootian, M., (2010).The creation and use of ZareMehrjerdi, M.R., Jalaee, S.A. scorecards in tourism planning: A &Boshrabadi, H.M. (2017). How to use Spanish example. Tourism Management, composite indicator and linear 31(2), 232-239. programming model for determine Wahab, S., &Pigram, J. J. (1997).Tourism, sustainable tourism. Journal of development and growth.The challenge Environmental Health Science & of sustainability. London: Routledge. Engineering, 15(9), 2-11. World Tourism Organization. (1993). Zhu, H., Liu, J., Wei, Z., Li, W. & Wang, Sustainable tourism development: Guide L. (2017). Residents' Attitudes towards for local planners. Spain: World Sustainable Tourism Development in a Tourism Organization. Historical-Cultural Village: Influence of World Tourism Organization. (1997). Perceived Impacts, Sense of Place and Agenda 21 for the travel & tourism Tourism Development Potential. industry.Towards environmentally Sustainability, 9(61), 2-15.

About the Authors Gandhi González-Guerrero is the corresponding author. She is a lecturer at the Tenancingo University Centre of the Autonomous University of the State of Mexico. She completed her PhD in Development Studies at the University of East Anglia. Her research interests are on the subjects of rural development, tourism and policy instruments with focus on participation and community involvement. [email protected] Justino Gerardo González Díazis a professor at the Tenancingo University Centre of the Autonomous University of the State of Mexico since 2003. He is a Doctor in Natural Resource and Agricultural and Livestock Sciences by the Autonomous University of the State of Mexico. His research interests are on local resources. E-mail: [email protected] TirzoCastañedaMartínezis a professor at the Tenancingo University Centre of the Autonomous University of the State of Mexico. He is a Doctor in Natural Resource and Agricultural and Livestock Sciences by the Autonomous University of the State of Mexico. His research interests are on the subjects of analysis, reactivation and use local resources, and local development. E-mail: [email protected] María Eugenia Valdez Pérez is a lecturer at the Tenancingo University Centre of the Autonomous University of the State of Mexico. She holds a Doctorate degree in Science. Her research interests are on the subjects of natural resource management. E-mail: [email protected]

Journal of Tourism, Volume XVIII, No. 1, 2017 19

K e y W o r d s Research on the Green Destination Development Evaluation:

Green development, a Low-carbon Perspective Low-carbon tourism, Sustainable development, WANG LIN Green destination, Management School, Jinan University, Guangzhou, Guangdong, 510632, China Evaluation index system, ZHANG QIQI Green transformation Public Management School, Jinan University, Guangzhou, Guangdong, 510632, China ZHANG MU Shenzhen Tourism School, Jinan University, Shenzhen, Guangdong, 518053, China Corresponding Author: [email protected]

Abstract INTRODUCTION Green development is a new pattern n the context of the global financial crisis, the United of tourism development. Tourist attractions are the main carriers of Nations Environment Programme proposed “Global tourism industry. How to construct Green New Deal” and “Green Economy” in October them into the green destinations are I 2008. It called for a global transition from “Brown the most important area and critical link in tourism green transformation. Economy” to “Green Economy”. The initiative of green Based on a low-carbon perspective development concept has received enthusiastic response from and the successful experience of the Shenzhen Overseas Chinese Town many countries and organizations. They put forward their East (OCT East), this research own strategies and plans for green growth or green constructs an evaluation index transformation. Green development is a new pattern, which system for green destination by using the method of Delphi, regards environmental protection as an important support to questionnaire and field survey. achieve sustainable development. Tourism is an industry There are four projects, nine relying on the environment, but it has brought many negative elements and 33 indicators determining the level of green impacts. It has already threatened the existence and development. The authors use the development of itself. So the green development of tourism is Shenzhen OCT East as an evaluation object for empirical research. They in line with the trend of the times. As the pillar industry of verify the applicability and tourism, the green transformation of tourist attractions are operability of the evaluation index, particularly necessary. After the China National Tourism which can provide reference for the evaluation of other green Administration issued the “Demonstration Destination for destinations. The results show that Green Tourism” industry standards in January 2016, the the evaluation score of the Shenzhen tourist attractions across the country engaged actively in OCT East is 88.97. It belongs to a strong green destination and its green transformation. Green destination will be a new trend green development has entered the in the future construction of tourist attraction. However, the mature stage. The Shenzhen OCT East gets high scores in two development of green destination in China is still in the projects, “Ecological protection” and initial stage and has a low speed. What is the green “Daily energy saving”, especially destination? How to evaluate the development level of green these elements like “Ecological environment”, “Energy supply destination? How to construct and manage the green system”, “Tourism activities”, destination? Exploring these issues are important to the green “Green propaganda”. Finally, the development of tourism. After sustainable tourism and authors put forward some development suggestions for other ecological tourism, low-carbon tourism become a new green destinations by integrating the concept in tourism areas. It has great significance to promote actual situation and evaluation data the transformation of tourism internal structure, improve the of the Shenzhen OCT East.

Journal of Tourism, Volume XVIII, No. 1, 2017 21 ecological environment and ease the words, “carbon tax” and “aviation” in pressure on global climate change, so it tourism transportation area (Hamilton, gets widely attentions by tourism academics Maddison & Tol, 2005; Tol, 2007). In (Zhao Xueru, Liu Xuemin & Cong Jianhui, tourism accommodation area, they thought 2014).Based on the perspective of low- about renewable energy (Gössling & carbon tourism, the green transformation of Schumacher, 2010). In tourist area, they tourist attraction means that the existing revolved around the logical line of extensive mode will be transferred to the “perception -awareness - intention”, low-carbon and environmental protection including the perception of "tourism development path. This can fundamentally impacts climate change" (Becken, 2004; prevent and control the environmental Weaver, 2011), the awareness of carbon pollution, then help the sustainable development of tourist attraction. This emission reduction (Leiserowitz, 2006; research has certain theoretical and practical Kellstedt, Zahran & Vedlitz, 2008), the meanings. The evaluation index system of intention to pay for emission reduction green destination is a kind of evaluation (McKercher, Prideaux, Cheung et al., tools. It can assess the development level 2010). They also studied about the and ability of green destination. At the evaluation index system of low-carbon same time it can also provide scientific tourism, selecting the typical low-carbon basis for the developing strategy and city (Li Yanrong & Li Wen, 2016), low- measures of green destination, as a guiding carbon community (Li Yanan, 2014), low- role. carbon scenic spot (Tan Jing, 2010; Luo Literature review Yuyan, Ge Peng, Ren Peiyu et al., 2011; In recent years, the concept of low-carbon Tai Yunhong, 2014; Li Hangfei, 2016). economy and green development has been On the study about green development of gradually understood and accepted by more tourism, they mainly concentrated in the people. The related research in tourism conception of green tourism, as well as the academic is also on the increase. The significance and countermeasures (Wei research on low-carbon tourism is more Min, 2011; Piao Jingyu & Wan Li, 2011; mature. In view of the measurements of Wang Yachang, 2016). The research objects tourism carbon emissions, they mainly included green hotel (Yang Jianhua, 2009; research from the following two Xie Jianhong & Liu Zhenming, 2012), perspectives. One is based on energy green tourist (Berginseers & Mair, 2009), terminal by using the energy consumption green supply chain (Wang Fen, 2010), statistics data from the national level (Jones green hotel (Kotler, Bowen & Makens, & Munday, 2007; Becken, 2013; Li Peng, 2011).There were less research about green Huang Jihua, Mo Yanfen et al., 2010; Xiao destination or the green transformation of Jianhong, Yu Aifen & Wang Min, 2011). tourist attraction. Xie Yincheng, Jing The other is based on consumption terminal Shaoping and Tao Yuhong (2011) used by using the survey data from the green marketing concept to guide the perspective of carbon footprint (Becken, management of tourist attraction. Wei Li Simmons & Frampton， 2003; Howitt, (2013)analyzed the problems in the Revol, Smith et al., 2010; Wang Qingrong development of green logistics in the tourist & Xie Feilong, 2014).On the study about attraction, and proposed countermeasures the development mode of low-carbon for the better development of green tourism, they mainly focused on two key logistics from the perspective of the

22 Journal of Tourism, Volume XVIII, No. 1, 2017 government and enterprise. Sun Hao, Wu perspective of low-carbon tourism, green Jin, Tang Xiaoyun et al. (2013) constructed destination not only has a low-carbon and the tourist attraction's green marketing environmental protection facilities, but also model from tourists' perspective, drew up has tourism service through the concept of and carried out the green marketing on the green development. It can not only provide basis of ecological environment. Peng Jing tourism products with “low pollution, low and Hu Fen (2016) analyzed the energy consumption, low emissions”, but development situation and existing also satisfy the tourists' demand with “high problems of Wuhan tourist attractions, and quality, high experience, high efficiency”. put forward some countermeasures and Finally it can achieve sustainable suggestions for its development. Huang development. Limei (2016) integrated the green shipping Methodology concept into the development of green Design of the index system tourism, constructed the green shipping This research adopts four levels of model index system of Liangzi Lake Tourist structure: the target layer, the project layer, Attraction and provided some technical the element layer and the index layer. The support for the development of the shipping target layer is to evaluate the intended industry to promote green. completion of the task. The project layer is In a summary, the literature of low-carbon a division of the evaluation scope and the tourism is relatively abundant, while the criteria for determining the specific things. green development of tourism puts more The element layer is the basic content of emphasis on theoretical research and is still each project. The index layer is the final at the stage of theoretic exploration. The point of the evaluation index system. combination of theories and practices is not This research selected the quantified and enough. At present, the research results of standardized indicators to constitute the tourist attraction's green transition in evaluation index system of green tourism industry are less, and there is no destination, by searched the key words such research on the development evaluation as “green”, “low-carbon”, “environmental index of green destination. The protection”, “energy saving”, “sustainable” transformation and development of tourist from the following three aspects: attractions should be combined with (1)Reference to the construction experience practice. The evaluation results and the of the Shenzhen OCT East, ensured the development strategies should correspond feasibility and practicality of the evaluation to each other, form a complete system. index system; (2) Reference to the “Green Green destination means that the tourist attraction”, “Demonstration construction and development of a scenic destination for green tourism” industry spot is linked with the concept of low- standards issued by the National Tourism carbon economy and green development, Administration, ensured the authority of the especially make some low-carbon and green evaluation index system; (3) Reference to transformation in the process of its the comprehensive evaluation index put management and operation. It determines forward by scholars in the low-carbon that a green destination needs to be development evaluation literature, ensured developed from internal construction and the scientific of the evaluation index external behavior. The green destination system. doesn't have a uniform definition. From the

Journal of Tourism, Volume XVIII, No. 1, 2017 23 Determine the evaluation indexes Where: In order to improve the preciseness, this j M j = the arithmetic mean of index; research selected and revised 40 j preliminary evaluation indexes through S j = the standard deviation of index; Delphi method and questionnaire survey. j V j = the variation coefficient of index; (1) Delphi method An advisory group of experts was Determine the weights of indexes composed that included 5 experts from The weight of the index is a measure of the Jinan University, 10 graduates of tourism importance to the construction of green management programs and 5 managers destination. It has an important effect on from the Shenzhen OCT East. Each of the the evaluation result and greatly influences 20 experts received a copy of the the validity and scientific of the evaluation questionnaire. The experts were requested index system. This research adopted the to provide his or her advice and principal component analysis (PCA) recommendations regarding the indexes. method.20 experts were asked to judge the According to the experts' opinions, some degree of importance of each index. indexes were removed and revised. Finally g i W X （ ） there were 34 indicators determined.    i  i Formula 2 (2) Questionnaire survey Where: The paper and online questionnaire were Wi = the weight coefficient of the first used to survey the members of the advisory principal component factor; group and the tourists. To signify that an X i = expert' score on the same index. n index was “very important”, “relatively Used the formula f  g g and i i  i  1 i important”, “general”, “unimportant”, or composed the index f i  in different levels. “not important at all”, the respondents Then obtained the weighting set， assigned a score of 5, 4, 3, 2, or 1, n F=(f1, f2,....., fn)T, f  1  i 1 i respectively. After collecting the questionnaires, the authors used the The evaluation model of green destination arithmetic mean of each index score to This research adopts multi-objective linear represent the opinions of the respondents' weighted function method to establish the concentration, the variation coefficient to evaluation model of green destination. In represent the opinions of the respondents' this model, n= total number of indexes， coordination degree. The smaller variation m= total number of elements， P= total coefficient is, the higher the coordination of number of targets. the index has. P m n S = Ai Bj Cj Dh Suppose that the i respondent assigned the j  h=1  j=1  i=1   (Formula 3) index a score Xij. There were n respondents Where: and m indexes. S = Total score; i Ai = the score of index; 1 n j M  X Bj = the weight of index; j n  i 1 ij Cj = the weight of the indexes within 1 n j element layer; S  (X  M )2 j  i 1 ij j h n  1 Dh= the weight of the indexes within target layer. V j  S j M j（Formula 1）

24 Journal of Tourism, Volume XVIII, No. 1, 2017 The level standards of green destination standard currently. This research references Every single index in the green destination the “Green tourist attraction” industry index system reflects the green level from standards and Huang Limei's (2016) green different aspects. According to the evaluation standards. The total green level evaluation model mentioned above, the score set to 100, and the development level scores of the green destination can be of green destination can be divided into the calculated. The grade division of green following four levels from strong to weak destination does not have a uniform (see table 1). Tab.1 The level standards of green destination Va lue ran ge （0，50） [50，70） [70，90） [90，100] Wea k General Strong Stronger Le vel green green green green destination destination destination destination The green The green The green The green development is development is development is development is Evaluation insufficient and relatively good. excellent and poor and must needs to be needs to be to be improved enhanced maintained Sta ge Initial stag e Growth stage Mature stage Advanced stage An empirical analysis based on the significance of guiding and demonstrating Shenzhen OCT East the construction and development of green Survey of the Shenzhen OCT East destination in China. Under the background The Shenzhen Overseas Chinese Town East of advocating the low-carbon tourism (OCT East), located at Dameisha of development, the Shenzhen OCT East as a Shenzhen, China, covering an area of nine case, has the significance of guidance and square kilometers. It is the first domestic demonstration for the construction and large comprehensive national ecological development of green destinations. tourism demonstration various themes, such Development Status of the Shenzhen as relaxation, vacation, sightseeing tour, OCT East outdoor sports and science popularization The authors analyzed and evaluated the education. It mainly includes six parts, development status of the green namely Knight Valley Eco Park, Tea development in Shenzhen OCT East, by Stream Valley Holiday Park, Wind Valley field survey and interviews with its Sports Park, Huaxing Temple, Theme Hotel managers and tourists in perspective of the Cluster and Tianlu Mansion, embodying the followings: (1) Ecological protection: harmonious coexistence between human Making large-scale optimization, beings and the nature. The Shenzhen OCT beautification and structural adjustment of East carried out a bold breakthrough in the the mountain area. Afforesting the exposed content and form of green constructions. Its areas; Trying to protect the original natural green development achievements have been resources; Establishing garbage transfer affirmed, because it was selected the first station and domestic sewage treatment batch of the 50 national green tourism station; Adopting ecological technology to experimentation area in 2010. purify the water quality of landscape. (2) Under the background of advocating the Green energy and construction: Using a development of low carbon tourism, variety of green, clean energy including the choosing this scenic spot as a case has the project “windmill in the cloud”, solar

Journal of Tourism, Volume XVIII, No. 1, 2017 25 photovoltaic power station, water power reliable. By calculation, the arithmetic mean station and biogas utilization system. The values of all indexes were above 3, hotel used environmentally materials and indicating the importance of the indexes coatings. Some landscape facilities also was identified by the respondents. The used a large number of vegetation and other variation coefficient of all indexes were raw materials. (3) Daily energy saving: between 0 and 0.25, indicating the high Sidewalks used natural materials combined degree of coordination and the index with the actual terrain and the environment; system was feasible. Using green transportation and parking lot In Table 2, the Kaiser-Meyer-Olkin (KMO) system; Using environmentally paper and statistic were greater than 0.5 and the electronic billboard; Building with Bartlett's Test of Sphericity were significant environmental toilets and artificial lake; (0.000 < 0.01) for all dimensions. So the Improving the value of recycling rain water data were suitable for Factor Analysis. by purification technology. (4) Green The factor loadings of each indexes in supporting: Putting a lot of money into “Ecological protection”, “Green energy and green construction and development; construction”, “Daily energy saving”, this Setting up environmental monitoring three dimensions were greater than 0.5. It stations for the atmosphere and water showed that the various components of the quality; Publicizing green knowledge; original index has more significant Carrying out a series of environmental correlation, factor analysis on the common protection campaigns. extraction results are more satisfactory. But Construct the evaluation index system of in the “Green supporting” dimension, the green destination factor loading of the “Compile special After the questionnaire survey, a total of green protection plan” index was lower 300 questionnaires were distributed, 280 than 0.5. Therefore, the factor analysis was were recovered and 268 were valid. The carried out again without this index. At last, effective rate was 89.3%, and the recovery it showed that all the original index has was better. The Cronbach index was 0.907, more significant correlation, and the results which proved that the data was very Tab.2 The results of KMO and Bartlett test Dimensio n Kaiser-Meyer-Olkin Bartlett's Test of Measure of Sampling Sphericity (Sig.) Adequacy Ecological protectio n .665 .000 Green energy and construction .742 .000 Daily energy savin g .755 .000 Green supportin g .748 .000 The authors checked the reliability of each “Green supporting” this four projects, with dimension and found that the scale nine elements and 33 indicators (see Table reliability was acceptable. Each factor was 4). named. After adjusting the indexes through Then the authors collected the 20 experts' factor analysis, the index system of green scores and get the weight coefficient of first destination was constructed. It included principal component factor (see Table 3). “Ecological protection”, “Green energy and Then Substitute the data into the formula construction”, “Daily energy saving” and 2.Thus was obtained the weight of each index (see Table 4).

26 Journal of Tourism, Volume XVIII, No. 1, 2017 Tab.3 The weight coefficient of the first principal component factor（） 1 2 3 4 5 6 7 8 9 Weig ht 0.3 99 0.29 5 0.335 0.348 0.349 0.206 0.195 0.394 0 .307 1.Ecological environment 2.Waste disposal 3.Construction energy sa ving 4.Energy s upply system 5.Tourism activitie s 6.Water sa ving 7.Disposable goods 8.Green propaganda 9.Construction guarante e Tab.4 The index system of green destination Target Project Element layer l ayer layer (Weight ) Index layer Weight (Weight ) 1 Bio-diversity 0.036 2 Vegetation coverage rate 0.038 Ecological 3 Protect the original landscape environment 0.036 Ecological ecology (0.179) protection 4 Air quality 0.033 (0.237) 5 Surface water environment quality 0.036 6 Recycling of solid waste Waste disposal 0.029

(0.058) 7 Wastewater treatment 0.029

8 Use the building ventilation system 0.029 to adjust the temperature Construction 9 The indoor lighting is good

n 0.028

o energy saving

i t

a (0.106) 10Use localized building materials 0.031 n i

t s Green 11Use recycled building materials e 0.018 d

energy and n 12Energy resources recycling 0.031 e construction e

r g (0.233) 13 Utilization rate of renewable clean 0.033 r Energy supply o energy f

system 14Using innovative energy storage m 0.033

e (0.127)

t technologies s y s 15Utilization ratio of energy -saving 0.030

x appliances e

d 16Ecological construction of n

i 0.032 touristfootpath n o i t 17 Ecological guidance signs 0.030 a u l

a 18Construction of ecological parking v 0.032 e lot 19 Proportion of green food used 0.029 Tourism activities 20 Green transportation 0.034 (0.247) 21The use of high energy 0.030 Daily entertainment facilities

energy 22 Packaging of environmentally saving friendly materials for tourist 0.033

(0.320) commodities 23 Providing temporary accommodation 0.027

Journal of Tourism, Volume XVIII, No. 1, 2017 27 24 Utilization rate of water saving 0.019 Water saving facilities (0.037 ) 25Setting up rainwater storage system 0.018 26 Proportion of disposable tableware Disposable 0.018 used good s 27 Proportion of disposable articles (0.036 ) 0.018 used in hotels 28Green knowledge training for 0.038 employees Green Green 29 Green propaganda and education for 0.038 supporti ng propaganda visitors (0.21 0) (0.152 ) 30 Green support from l ocal 0.039 government 31 Green propaganda and education for 0.037 local residents Construction 32 Revenue is invested in green constructio0n.029 guaran tee 33 Establish a green environmental monitoring 0.029 (0.05 8) mechanism Analysis the weight of the evaluation knowledge training for employees”, “green indexes propaganda and education for visitors” and According to Table 4, the impact of four “green propaganda and education for local projects is followed by: daily energy residents” are relatively high. It shows that saving>ecological protection >green energy the development of green destination and construction >green supporting. This requires the joint efforts from tourists, indicates that the green destination should government, residents and employees. pay more attention to the green The authors asked 20 experts to score the development of “daily energy saving”. In green degree of the Shenzhen OCT East, the elements layer, “tourism activities” taking the arithmetic mean of each index hasthe highest weight, followed by score (see Table 5). “ecological environment”. The weight of Final score = Actual score * Weight “construction energy saving”, “energy (Formula 4） supply system” and“green propaganda” are According to Table 1 and Table 5, the also higher. Thus, these elements should be evaluation score of the Shenzhen OCT East given high priority in the process of is 88.97. It belongs to a strong green developing green destination. In the index destination and its green development has layer, “green support from local entered the mature stage. The evaluation government” has the highest weight, which results showed that the system has certain shows that government plays a very operability and applicability, which can important role in promoting green provide the decision-making basis for the development. The weight of “green evaluation of other green destinations.

28 Journal of Tourism, Volume XVIII, No. 1, 2017 Tab.5 The green rating score of the Shenzhen OCT East Final Final Project layer Element layer score score Ecological environment 15.98 Ecological protection 21.34 Waste disposal 5.36 Construction energy saying 9.40 Green energy and constructio n 20.62 Energy supply system 11.22 Tourism activities 20.75 Daily energy saving 27.63 Water saying 3.57 Disposable goods 3.31 Green propaganda 13.93 Green supportin g 19.38 Construction guarantee 5.45 Total score 88.97

Suggestions for the development of green garbage transfer station and sewage destinations treatment station at the same time. According to the survey of the Shenzhen (2) Reduce energy consumption and OCT East, it has basically reached the recycle resources requirements of green destination. For Both the element“construction energy” and example, “ecological environment”, “energy supply system”have relatively large “construction energy saving”, “energy weight, which are 0.106 and 0.127. Green supply system”, “tourism activities” destination should consider environmental and“green propaganda” have outstanding protection material, renewable energy and performance. But meanwhile, according to clean energy in the planning stage. For the the green destination index system built by tourist attractions which were already built, this research, the Shenzhen OCT East also they have to put the appropriate research has some areas that needs further and funding for green transformation. improvement. Based on the actual situation Reduce energy consumption and waste and evaluation data of the Shenzhen OCT emissions by using new energy sources, East, the following development proposals such as wind energy, solar energy and bio are put forward for other tourist attractions. energy. Pay attention to the recycling of (1) Strengthen natural barriers and resources. Purification environment and control pollution emissions recovery energy must be combined The project “ecological protection”is ranked organically. second and the element “ecological (3) Live a low-carbon life environment” occupies 0.179. It means the The project “daily energy saving” is ranked green destination should attach importance first, especially the element “tourism to ecological environment, with proper activities”. It has the maximum weight of redistribution and strength in greening. 0.247 in 9 elements. There are a lot of Provide a natural ecological filter for tourist carbon emissions in the various stages of attraction through the direct purification of tourism. Without reducing the tourist green space, wetland and water. It can experience, green destinations should absorb large amount of carbon dioxide and develop their own green tourism products reduce carbon emissions effectively. Solve with the standard of energy saving and the sewage and waste discharge through the sustainable development. Green concept

Journal of Tourism, Volume XVIII, No. 1, 2017 29 should be put into daily business past, the scholars had conducted the maintenance and practical action. comprehensive and untargeted researches (4) Advertise green education and protect on the evaluation of ordinary tourist green development attractions. But in this research, the The tourism industry contains many indicators are around the concept of low- stakeholders. To promote the green carbon economy and green development. development of green destination, it is They are selected to reflect the green essential to rely on the extensive transformation situation in the green participation and cooperation among local destination as much as possible. This governments, local residents, employees in system includes“Ecological protection”, tourist destination and tourists. Their green “Green energy and construction”, “Daily awareness is a solid foundation for green energy saving” and “Green supporting” this development in tourist destination. four projects, with nine elements and 33 Therefore, "green propaganda" plays an indicators. Finally the authors use the important role. Not only the employees Shenzhen OCT East as an evaluation object should be trained but also the tourists and for empirical research. The applicability local residents should be educated. Besides, and operability of the evaluation index is green destination should build up and verified. The results show that the improve their monitoring network system, evaluation score of the Shenzhen OCT East and conduct environmental monitoring is 88.97. It belongs to a strong green regularly. Special funds should be set up as destination and its green development has "green saving" for equipment purchase, entered the mature stage. It can provide maintenance, personnel training and reference for the construction and ecological improvement. development of other green destinations. Conclusion Green development is a new standard in China's tourism industry is facing the global tourism field. The theory and evaluation climate change, and the low-carbon tourism technology of green destination is a basic has shown great vitality. The construction work with complex content and broad and development of green destination is a range. With the development of the times, long-term and complex task. It is the there will be many new technologies and inevitable trend of the coordinated new development concepts in the development with society economy and construction of tourist attraction. Therefore, environment. Compared with the existing it is necessary to revise the evaluation literatures, this research has a more system and improve the evaluation abundant source of indicators. In the standards according to the actual situation. previous researches, the indicators were Although some achievements have been most based on the existing index systems. made in this research, there are still many This research also refers to the successful shortcomings due to the authors' theoretical construction experience of the Shenzhen level, as well as the limitations of time, OCT East, and the “Green tourist energy and data. The following two aspects attraction”, “Demonstration destination for can be studied in depth: (1) According to green tourism” industry standards issued by the existing research results, the standard of the National Tourism Administration. It measurement in this research can be further makes the evaluation index system more studied in the future with the help of new feasible, practical and authoritative. In the concepts and methods. (2) This research

30 Journal of Tourism, Volume XVIII, No. 1, 2017 mainly focuses on sorting the importance of Acknowledgment each index. In order to further improve the This study was sponsored by the Higher evaluation system and development Education and Teaching Reform Project of countermeasures, we can add the Guangdong Province in 2016. investment analysis of each index.

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32 Journal of Tourism, Volume XVIII, No. 1, 2017 About the Authors

LIN WANG, is a Master Student at Management School in Jinan University. She is engaged in research on low-carbon tourism and development of scenic spot. Email:[email protected].

QIQI ZHANG, is a Master Student at Public Management School in Jinan University. She is engaged in research on land resource management, planning and economy. Email:[email protected]

MU ZHANG, Ph.D., Professor and Associate Dean of Shenzhen Tourism College in Jinan University. He is engaged in researches on geography, geographical information system ecommerce in tourism , and teaching tourism management etc. Email:[email protected].

Journal of Tourism, Volume XVIII, No. 1, 2017 33

K e y W o r d s Making a job out of your passion: when sports people Tourism, sport, passion, profession become entrepreneurs in the Tourism Industry PHILIPPE TERRAL FANNY DUBOIS Université Paul Sabatier, France CRESCO EA 7419, University of Toulouse, France

Abstract INTRODUCTION ourism represents 6.7% of French GDP and France In the second half of the 20th century, companies in was the leading tourist destination in 2007 with 82 the non-profit sector have Tmillion foreign tourists (www.tourisme.gouv.fr). met important changes in Therefore, tourism has a predominant place in both the the way they operate, national and world economy. In this sector, where service which is putting their activities represent more than 70% of employment, sports sustainability at risk. The related services are more and more in demand. In 2007, the leisure sector, an area that demand for goods and sport services have increased by 3.8% w a s i n i t i a l l y a n d compared to 2006 (http://www.insee.fr/fr/themes/ predominantly non-profit tableau.asp?ref_id=NATnon08126). In particular, outdoor and voluntary, has progressively changed sports activities made up of structures offering sports leisure t o w a r d s p r i v a t e activities such as climbing and canyoning is a fast growing entrepreneurial structures, sector. Service providers and the natural facilities are ever particularly in the tourism increasing (Anthony, 1966 ; Beioley, Crookston & Tyrer, areas. 1988 ; Melo & Gomes, 2017). More than 30 million French Based on interviews and people practice these outdoor sports activities, which are ethnographic observations therefore an attraction pool for rural zones (20% of carried out in a rural consumption related to the tourist industry is linked to rural region of the south of areas) and are furthermore an essential component of land France, this study takes an interest in the careers of development. These outdoor sports practices represent an the business managers of important activity pool, generating goods and services and outdoor sports activity employment whilst consolidating the development of the companies, and more territories (CNAPS Report 2002:21). specifically in the process This article aims to comprehend the construction of the skill of converting an amateur set necessary to fulfil the role of a business executive in the activity, considered to be a sports tourism field. The passionate aspect of these activities passion into a profession does not “reconcile easily with the market economy”. We in tourism activity. will take a further interest in the practical details of the conversion of the passion into profession; a process often

Journal of Tourism, Volume XVIII, No. 1, 2017 35 takes place at numerous fields Gibson, 2006 generation 2002 and 1998 entrepreneurs in ; Melo & Gomes, 2017). rural zones encountered difficulties in 2. Literature review and theoretical setting up their businesses in particular when it comes to administrational framework formalities. These difficulties are linked to Most companies in this sector are small the professionalization of the leisure (less than 50 employees) and are defined by industry: a space formerly made up of the central role of their executives (Gibson, voluntary associations and volunteer 2006; Bouhaouala, 2008). 75 % of these workers transitioning towards private executives hold four or more functions in businesses. their respective companies such as sales, In order to promote the structuring and administration, oversight and organisation development of this field, one of the (http://www.sportsdenature.gouv.fr/docs/sup objectives would be to improve the erdoc/presentation_etude-massif-central. definition of the skills and qualifications pdf). Thus, these executives steer the necessary to supervise these activities and development of small businesses and play a to administrate businesses characterised by determining role in the strategic choices their varied activities: (Bouhaouala, 2008). In a context where To better define the skills necessary for commitment and the maintenance of jobs these practices would be beneficial both related to outdoor sports activities are socially and economically, since this would perceived by the individuals as the enable models to be suitably adapted to the fulfilment of a “vocation” (Chevalier, 2003: people and the territories and therefore creating a company gives them the promote its development (Baconnier Savy, possibility to transform “their passion into a 2004). profession” (Chevalier, Dussart, 2002: 461). In order to understand the difficulties in Most executives of these companies have developing small businesses working in indeed been active amateurs before looking outdoor sports and leisure activities, the to become professional and teach their 'career' of the professional was studied in “passion”. This has been frequently cited as this field. Most of these business managers their motivation for becoming professional have been practicing in the field before in this sector. We define passion as: the becoming actors on their way by creating interest that a group of protaganists have their businesses. We cannot therefore for sports, nature and the pleasure they get address the professional career of these out of it. Passion therefore distinguishes managers without taking into account their itself by its subjective aspect meaning the amateur practices. One cannot understand importance and the feelings that they have. the practice and identification of oneself This subjective aspect is identifiable in the with one's work, if the person concern view of the protaganists and can be doesn't involve himself into relation with identified in their behaviour (Bouhaouala, their past or ongoing amateur careers” and chifflet 2001). (Chevalier, Le Mancq, Simonet, 2011). However, these companies are experiencing More precisely, resorting to the notion of difficulties in expanding. Reveret (2004) career allows us to consider the diachronic notably mentions the “fractured structure of as well as the synchronic aspects of the these actors”, the “small size and financial professionals' career paths and to measure precarity of these geographically dispersed the effects of certain irreversibilities (Zalio, structures” and the “ability of these actors 2007:64) on these and on the development stemming from a sports and tourist of small businesses. We will be looking background to mix”. Furthermore, into the objective changes in the positioning according to an INSEE investigation based of individuals (matching their professional upon Database Sirene and Sine study

36 Journal of Tourism, Volume XVIII, No. 1, 2017 characteristics), and subjective changes representing 25 % of the outdoor sports (related to their social characteristics) that leisure activities in the Midi-Pyrénées they carry out or are submitted to (Hughes, region. We have conducted forty-five 1990). Indeed these often go through phases qualitative interviews of an hour and a half marked by interruptions. in average. Thirty five of these were with Moreover, the actors experience every business managers and ten were with sequence differently and can take over employees. These employees have full-time several social scenes simultaneously. The or seasonal work in this field and might set concept of career will therefore permit us to up their own businesses in near future. In see simultaneously the procedural aspect of order to comply with the request from the practices in their subjective and objective Conseil Général de l'Aveyron, we have dimensions and the way that each of these investigated business structures offering worlds offers various positions that are supervised or guided activities such as applied differently depending on the canoeing, kayaking, climbing, Via Ferrata, resources of the people involved (Chevalier, canyoning, caving, paragliding and hiking Le Mancq, Simonet, 2011). in the mountains. The essential data of the By using socialization processes, meaning thirty-five interviewees collected were the learning from every social context creation date, the legal entity type and the experienced the individuals incorporate turnover of their businesses in addition to what are known as 'dispositions' (Lahire, the type of training they have had and their 1998). These dispositions refer to the way predominant sports activities. of being, the way of doing, and the way of Our sample includes only one female seeing the world, the inclinations to act in a business manager. Outdoor sports activities specific way or to feel a specific thing. have been largely dominated by men, (Darmon, 2006). These can be activated or however more and more women now have inhibited depending on the social context been involved by (Bessy, Naria, 2004 and are relative to past interactions. Gibson, 2006). According to Lahire (2001 :79-80), there is The methodology for our interviews indeed: resembled the telling of 'life stories'. The “a complex mechanism of being on standby aim was to get the interviewees to tell their or activation, or of inhibition/ activation of own experiences, particularly about certain dispositions suggesting that each individual periods in their lives: their commitment to carries a plurality of dispositions and their amateur careers, their various training encounters a plurality of social contexts”. periods and their career path from their jobs The concept of career enables us to show as instructors to the setting up and running that it is these very social interactions that of their own businesses. Moreover, the are responsible for the change in process was to extract their experiences in dispositions that favour advancing from one their social lives, information, descriptions step onto the next in one's career. and paths to follow was order to understand 3. Empirical setting and Research how it works and the internal dynamics Methodology (Bertaux, 1997). The data has been collected in the Furthermore, these interviews have been department of Aveyron (France), Aveyron supplemented by ethnographic observations is a predominantly rural area (half of the so as to better comprehend the dispositions population lives in the countryside) and it is of the professionals. We have observed very rich in outdoor sports and leisure approximately ten guided activities in activities in terms of businesses and canyoning, climbing and caving for an employment. The Aveyron department has average time of three hours. This has been 700 employees and 200 companies done because the practice of these activities

Journal of Tourism, Volume XVIII, No. 1, 2017 37 cannot be fully understood solely by by elaborating on a reflexive disposition listening to the accounts of the and/or a more commercial representation of interviewees. We have therefore aimed to outdoor sports and leisure activities spot the behaviour and the attitude as well enabling the managers to adapt to their as the practice that indicates more general professional environment and to revitalise dispositions. their businesses. They developed new social 4. Results and discussion networks, which enables the creation of This research shows that the careers of new sports services and equipment better business managers in the outdoor sports and adapted to the needs of the users. leisure activity industry are characterised 4.1. Pursuing an amateur career in firstly by acquiring and promoting sports outdoor sport activities from dispositions linked to supervising activities: competitions to 'self-organised activities “The passion for a sport, art or craft often leads one to combine passion and business. Becoming the head of a small sports However, for the dream to come true, skills tourism company seems to involve the fact are essential. Thus, the persons' sports that one has been practicing outdoor sport skills are the foundations for organizing activities individually. All interviewed their business” (Gerbaux, 1997 : 26). business managers have indeed been A great majority of the interviewed members of sports institutions at some business managers have practiced an point in their career. Sports people have outdoor sports activity before creating their extremely heterogeneous and entangled businesses. Starting with their amateur expectations (Bessy, Naria, 2004; Gibson, practice, some of these managers slowly 2006; Melo & Gomes, 2017) and do not became professionals in their respective perceive the outdoor activities in the same fields and becoming instructors enabled way. They therefore adopt different ways of them to turn their passion into a profession practicing, which reflect individual ways of (Chevalier, 2003). They acquired expertise socialisation. In particular, certain sports by supervising others during training people have started orientating themselves sessions in sports institutions such as the towards federal sport and competitions, clubs with which they were associated as where as others have preferred 'self- members. organised' activities (Melo & Gomes, op. Following this, it seems necessary to cit.) and have integrated the federal arena change one's own sports dispositions or put later. them on standby in order to create their On the one hand, seven out of the forty-five own small sustainable sports and leisure business managers who were interviewed business. According to the interviewees a were sports people motivated by company remains sustainable when it competition. Through regular practice- enables its founder not to have another side programmed training sessions leading to by work. Due to having more network and competitions- they have acquired a strong attending various functions in the business, taste for success and self-transcendence, a decrease in the time spent practicing one's aiming for 'performance and victory own sport is therefore an unavoidable orientated efficiency' and setting up 'a consequence and it can even lead to functional attitude regarding rules' (Long, dropping the personal practice of the sport Pantaléon, 2007). In particular, Y, a former entirely. The data collected during the Kayak competitor, insists on the necessity, interviews from employees, young business which he felt during downhill competitions entrepreneurs and more established business to achieve the best time possible by not managers show that this step can be defined stopping for the difficult parts and giving

38 Journal of Tourism, Volume XVIII, No. 1, 2017 'his upmost'. Y is now at the head of a what we could call 'territorial' socialisation. sports tourism company working eight The majority of the business managers (38) months per year with a turnover of were from rural backgrounds, with a wealth approximately €100,000. of outdoor sports activity sites. Growing up The sports people have joined clubs in a region where a cultural and relatively a little earlier early on and they environmental heritage is important can have previously done more conventional lead to the practice of outdoor physical sports activities such as swimming and activities, as is the case with C, who comes gymnastics. They have experienced a deep from a rural region surrounded by socialisation through competitive sports 'limestone mountains' and caves. The within their families: their parents or their person concern quickly started to 'yomp grandparents, who were former competitors around' and to 'hike'. The interactions with of such sports activities enticed them at an more experienced sports people and federal early age to competitively commit to their instructors are mentioned as being very activities. Therefore, the sports people have structuring whether they join the federal access to a 'sphere of specialised social arena early or later. Such more experienced participation' (Lafabregue, 2005) within practitioners encourage the others, with their sports institutions: these institutions whom they were very friendly, to get are instances of special socialisation within federal training, diplomas, and to become which such individuals develop new social instructors among themselves. In contrast to relationships and build their sports those preferring self-organisation, those commitment due to specific interactions. In leaning towards competition and particular, they progressively learn 'social performance didn't wish to make a living facts and notably the functioning of the from instructing; this would be felt as 'a institutions' and its underlying values (Long drain' and as repetitive and would not meet & Pantaléon, 2007). On the other hand, our their thrill-seeking desires. Most of the time data highlights a profile of sports people it was just a 'summer job' (Gibson, 2006 ; who integrated the federal arena quite late Weed, 2008 ; Melo & Gomes, 2017). for fear of time and space constraints and The family related socialisations, territorial preferred self-organisation. They are club socialisations and those experienced within members by necessity in particular to have sports institutions, generate particular access to costly material or training- mostly dispositions relative to outdoor sports between the ages of 16 and 18. In the most activities: from incorporating anti- extreme cases they rejected sports institutional dispositions, to incorporating institutions and sometimes even the school organisational norms for the practitioners system. In the most radical cases, their who joined the federal arena at a young dispositions could almost be considered as age; dispositions influencing thereafter the 'anti-institutional', since they can reflect a creation and development of companies. rejection of the organisation of time, 4.2. Supervision of outdoor sports spaces, hierarchy and consumerism. On the activities as a promotion of essentially contrary, they valued pleasure and freedom sporty dispositions and look for a better quality of life. Some Turning your passion into a profession and of these sports people have had family becoming a sports instructor. related socialisation leading to a special Being generally not interested by their link with nature, notably because their 'main curriculum' (Hughes, 1990; parents worked in that domain, mostly in Chevalier, 2003) (failing in school, absence agriculture. They started their sports of a professional goal, etc.), some sports activities in order to 'discover nature'. For people, in particular those preferring 'self others, it is useful to note the importance of organisation', will give priority to their

Journal of Tourism, Volume XVIII, No. 1, 2017 39 leisure activities: Their commitment as or even with his back to the wall'. amateurs gives them an identity affirmation However, for others wishing to work in the that they are hard pressed to find in their outdoor activity sector, the creation of such main curriculum (Chevalier, 2003). a structure seems to be a 'well thought out' They obtain one or several instructor professional project. These people have had diplomas giving them more freedom in the higher education in relation to the creation supervision of others. Their main function and development of an outdoor sports is the supervision of outdoor sports company (certain interviewees for example activities, but they also have other tasks hold a STAPS (French university course of such as secretarial work and the marketing study titled 'Sciences et Techniques des and promotion of the company as E, Activités Physiques et Sportives') diploma), currently an employee of an association, and hold several sports related diplomas pointed out that she brought up her giving them prerogatives with regards to professional activities and stated, training in several sports activities “Everybody does a little bit of everything, (revealing a wish to diversify). They have even those with instructor diplomas have to prepared their professional future and set up prepare a quote or answer the phone or companies. According to our data, all welcome clients from time to time”. individuals completed university education Their training leads to an 'educational' were enthusiasts of competitions and joined representation of outdoor sports activities. sports clubs. In the second half of the twentieth century Enrolling in higher education and in the sports world had led to the creation of particular in STAPS, contributes to an training institutions that offered state and educational representation of outdoor federal diplomas. These institutions give activities in the same way as federal or more importance to teaching the sport itself state sanctioned training, programmes are rather then the commercialisation of it in helpful to foster the building of 'an the market sector (Terral, 2003; Weed, approach of thought and action' (Terral, 2008; Melo & Gomes, 2017). For example, Collinet, 2007) and can involved the according to J (business manager n°14), opportunity to prepare their professional supervising other sports activities allows career project and the creation of a him to 'pass on something that you love' company. According to Leroux, Haschar- whilst 'having a certain quality of life: you Noé, Le Roux et Gojard (2010), the value do what you like'. of the training is in the 'ability to analyse Having obtained their diplomas, the problems in professional situations' and business managers started out as instructors, they help to acquire 'a way of thinking that mostly on a seasonal basis within the students reuse in order to theorise their companies offering outdoor sports local action context' (Terral, Collinet, activities. In order to meet demand, these 2007). Higher education takes more time, is companies employ seasonal workers. This more specialised and theorised, and often happens through social relationships. therefore helps like certain other These seasonal workers are indeed former professional experiences, to structure the members of sports clubs when they are representation that the participants have of working for an association they got the job outdoor sports activities from a through employees or former employees representation centred on teaching outdoor that they know. sports activities to a representation more Anticipating their career plan centred on the functioning of sports According to Grossetti and Barthe (2008), organisations (Gibson, 2006 ; Weed, 2008). setting up a company is 'a solution amongst R, who used to practice athletics and others for someone in an unstable situation caving, is the head of a small individual

40 Journal of Tourism, Volume XVIII, No. 1, 2017 company created in 2006. In 2008 he hired training and coaching. They do not last a salesperson and now recruits 5-10 sports long and function on a seasonal basis instructors during summer season. R has a (about two months per year) and have very Masters in 'Management of Sports little structure: the business managers 'are Organisations' (STAPS). Talking about his one with the company'; 'the company is not training, he pointed out the thought process organised by functions: the head of the that he acquired and stated: business can do either through management “I made the link between theory and or operational tasks' (Paget, Mounet, practice. The theory has helped me with the Guilhon, 2007). S, for example, set up his practical side of things, for example when individual company in 2007. He offers dealing with business relationships that various supervised climbing activities and have to be made because 50% of it is the Via Ferrata. First climbing on his own, then relationship with the clients, some owners becoming an instructor, he abandoned his and potential partners. I think that the main studies with the consent of his parents reasoning we are taught at university is and decided very quickly to become a important for marketing and information professional in the outdoor sports activities gathering for example. Even with the sector. As soon as he had his diplomas he Internet today, you have to find the was employed by company 'A' seasonally information and organise it in order to for 6 years. In 2001, the head of this create a project and sell it. (….) We are company strongly advised S to create his more efficient in information gathering” own individual company whilst 'promising' (business manager n°18). to use him for the next few seasons to 4.3. Creating a sports tourism company: supervise climbing. S then created his from an educational representation to a individual company and has supervised more commercial reasoning climbing activities for company 'A' for 3 The educational representation of outdoor years, but only seasonally. During the off- sports activities as an obstacle to season, he was employed by the climbing developing companies club of the neighbouring town. As he says The 'educational' participants, having turned himself, this 'allows him to have enough their 'passion into a profession' early on by money to pay the bills'. During the obtaining sports diplomas and becoming interview S pointed out that he would like instructors, sometimes have no other choice to prolong the working season of his but to create a company to continue their company but failed to succeed. career. They find themselves in unstable In addition, our data shows that most of situations before the creation, either these structures are very recent and do not because they did not get full-time jobs or continue for long (Weed, 2008 ; Melo & because the company for which they Gomes, 2017). Most entrepreneurs that are worked closed down definitively. The most not able to develop their companies, which common situation of creation is generate relatively little turnover, have a characterised by a partnership with the secondary activity during winter often structure that they used to work for sports teaching related in order to 'survive'. seasonally beforehand. These structures The main function of these business choose to subcontract their activities to managers is the supervision of activities. independent workers in order to benefit Only rarely do they look after marketing from lower employment costs. Thus, these and administrative tasks or the organisation professionals gain access to an independent of their companies. The interviewees have work status. mentioned difficulties concerning these For the most part, such structures belong to tasks specifically regarding research into individual companies that offer sports new partnerships and new clients; the

Journal of Tourism, Volume XVIII, No. 1, 2017 41 techniques used essentially being based on some cases family members, and in direct contact with clients ('word to mouth') particular spouses, who are predominantly and the networking around 'sportspeople' women, are hired. Most of the time these and they are also very 'localised' ('nearby structures work 6-8 months per year campsites'). These professionals are not allowing their business managers to focus seeking financial profit and, just as in the entirely on them. fair trade economy (Boncler, 2002; Gibson, Their functions reside essentially in 2006), they have difficulties in operation. organising, recruiting, administrating Two of the interviewed professionals have human resources, and the marketing and since closed their companies for good and setting up of new products. Unlike the they are now working in another sector. careers in the horse-riding sector Working towards a more 'commercial' (Chevalier, 2011), the entrepreneurs have reasoning of outdoor sports activities: distanced themselves from the sports creating sustainable tourist companies practice in order to run their companies. Companies created by the 'reflexive' Most of them no longer practice their sports participants are more sustainable and during their free time. These results are in 'tourism orientated': the entrepreneurs put accordance with the study of Leroux, together 'tourist packages' (Paget, Mounet, Hashar-Noé, Le Roux et Gojard (2010) Guilhon, 2007 : 4). Several types of regarding the former students of STAPS. activities are offered in order to diversify Throughout their course, the STAPS the service: including various sports students distance themselves from their activities, but also providing food and 'passionate rapport with sports: accommodation (mostly through “… distance themselves from their sports partnerships). The entrepreneurs try to and physical capital, considering that it has target different types of clients whether its had a positive effect on their professional individuals, school tours, families or works insertion, but that the sports network has councils-, and adapt the services on offer. not been a determining element in this Some of them sell and repair sports insertion” (Leroux, Hashar-Noé, Le Roux et equipment, others offer packages for works Gojard, 2010). councils, others propose field trips for In 1996 'V' created a structure, offering schools, including sports activities and food multiple supervised activities. It was and lodging, thus making the organisation operating for eight months generating a of field trips easier for schools. turnover of €250,000. 'V' quickly hired a The business managers therefore person in charge of promoting these subcontract their services by recruiting activities. He also hired his wife to take seasonal staff, independent workers or by care of the administrative tasks. He was a creating partnerships. Sub-contracting climber and then became an instructor for a sports activities to independent workers company in Aveyron, 'V' completed a enables companies to reduce their labour Master degree in the Management of Sports costs. In doing this, they are developing Organisations (STAPS). He then decided to their social network in a strategic and create his own structure in order to offer his conscious manner beyond the sports sphere own products such as stays for schools and aiming to increase the number of their works councils. He works with several partnerships and their resources: formal and regional organisations. informal partnerships are established with 5. Conclusion and recommendations hosts, caterers, local communities, school In certain cases those who practice physical camps and works councils. They will also outdoor sports activities are changed from make use of their personal relationships in the status of a 'consumer' of leisure order to overcome certain difficulties. In activities to that of a 'provider'

42 Journal of Tourism, Volume XVIII, No. 1, 2017 (Bouhaouala, 2001 ; Melo & Gomes, 2017). points out, the sustainability of companies Thus, they become instructors, and then is 'an indicator of the ability of the business managers of small sports tourism supervisors to integrate contradictory companies and their dispositions have a elements (economical and emotional) into direct influence on the dynamic of these their behaviour and professional strategy. structures. The sustainability of these small These actors are more likely to adopt a way s t r u c t u r e s r e l i e s u p o n t h e of thinking and acting that contributes to 'professionalization' of the dispositions of the development of a sports tourism the business managers and also on their company when they have had higher social network. Admittedly, the 'amateur' education. The acquired dispositions in the practice can be a 'lever' for the professional 'sports' phases of their career do not change career. However, in the interests of the radically nor do they change in their company, the dispositions must be entirety. The business managers rather learn diversified beyond the sports sphere. to make various dispositions coexist that Incidentally, we have observed that the stem from their participation in different amateur career is gradually abandoned by social scenes. The development of these the actors during the elaboration of the actors in their professional careers leads commercial reasoning of an outdoor sports them to build dispositions that they learn to activity. To be more precise, the enable or inhibit simultaneously depending professionals develop a more reflexive and on the context and their objectives. intellectualised rapport with sport. Thus, the professionalization of sports 'Turning your passion into a profession' by tourism (and on a larger scale the non-profit creating and developing a company sector), which is translated by 'the presumes that the business managers come c o l l e c t i v e d e m a r c a t i o n a n d to the tourism sector and business institutionalization of occupational administration by including various practices' (Noordegraaf, 2011), is the reason dispositions insufficiently built during for different views about activities having sports socialisation. The professionals have to coexist ; which leads to tensions between to adapt to new functions inherent to being amateurs and professionals. an entrepreneur. As Bouhaouala (2001)

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About the Authors Philippe Terral is the corresponding author and working as deputy director of the “Maison des Sciences de l'Homme et de la Société de Toulouse” and deputy director of the Lab. CRESCO (University of Toulouse) He is a sociologist and PhD in sociology. Email id: [email protected]

Fanny Dubois is a sociologist and PhD in sociology. The aim of her work is to study entrepreneurship and the dynamics of small businesses in sport tourism market. She is associated with Institute National Universitaire JF Champollion, CRESCO EA 7419, University of Toulouse, France

Journal of Tourism, Volume XVIII, No. 1, 2017 45

Heritage Tourism and Its Determinants in Himachal Pradesh Arun Sharma: * Asst. Prof., Dept. of Tourism Management, Maharaja Agrasen University, Baddi & Research Scholar, Department of Tourism and Travel, Central University of Himachal Pradesh TAB- Shahpur, Dharamshala, India.

Introduction: This article describes the tourist arrival to the state crossed 18 million outcome of my Ph.D thesis devoted to and its contribution was approximately 7% assess the opinion of both tourists and of the State Gross Domestic Product. There stakeholders towards existing heritage are around 2,604 hotel properties with total based tourism products and future tourism bed capacity of 70,869 registered with the development in Himachal State (HP). state tourism department. The state has Preserving heritage for education and been meticulously planned and is famous entertainment and utilizing such for its distinctive monuments, royal preservation with the help of creative buildings, rock inscriptions, temples, industries towards tourism development is Buddhist monasteries, gompas, lakes, and the focal point of discussion in the thesis. other rich cultural attractions. Beside these Campanella, (2013) asserts that heritage cultural assets, the distinct natural features might be understood as a physical 'object', like pleasant weather, snow covered a piece of property, a building or a place mountain peaks, biodiversity, valleys, that is able to be 'owned' and 'passed on' mountain passes, lakes, springs, waterfalls to someone else. HP referred as 'Dev and river system enhance the natural Bhoomi' or 'Land of Gods' was formed on heritage of the state. In view of this 20 Jan 25, 1971 and has a total area of historic sites were surveyed representing 55,673 square kms. The state shares its four districts named Chamba, Kangra, borders with Jammu and Kashmir on the Kullu and Shimla. According to Puranic North, Punjab on the West, Uttar Pradesh legends, it is said that 'Pandvas' (five on the South and Uttaranchal on the East. brothers) of the 'Mahabharta' explored the The state is 355 kms from Delhi- the hills of Himachal Pradesh while in exile. It capital of India. According to Economic is further supported by the historic remains Survey report of 2016-17, the annual of Pabbar valley as there are many temples

Journal of Tourism, Volume XVIII, No. 1, 2017 47 that belong to the Pandavas and some of Kamrunag, Lamadal and Manimahesh are significant ones are; Pandva temple at the true examples of authenticity and faith Masale village located on the bank of of people towards these temples. Pabbar river representing five wooden Review of Literature: In the modern era the images of Pandvas, Hadimba temple in innovative reasons to travel includes Kullu dedicated to goddess Hadimba. It is pleasure, relaxation, enjoyment, health, also believed that during the time of education, love, curiosity and other Pandavas exile in the Himalaya, they motives. However, Timothy, (2011) travelled extensively in Kullu valley and indicated the pilgrimage as an earliest form remained undisclosed to the world and of heritage tourism in which the people of passed their much time in Sangla valley of contemporary societies had travelled far and Kinnaur district. Similarly places along the wide in search of spiritual experiences. The river Satluj such as Tattapani, Nerath and Bible provides evidences of noble classes Nirmand are associated with the legendary travelled to view ancient sites. In Indian saint Parshuram and his father Jagdambni. history the messengers of Emperor The famous tourist place Renuka lake near 'Ashoka-The Great' traveled to Sri Lanka, Nahan is named after Parshumram's mother East Asia and West Asia for spreading Renuka. It is said that Parshuram was the doctrines of 'Lord Buddha'. “The contemporary of Lord Rama and his Arthashastra” describes about the protection antiquity goes back to the Treta Yug falling given to merchants and their high status in somewhere 5000 BC. However the ancient Indian society. The travel archeological evidences record the antiquity accounts of the ancient travellers viz. of Lord Rama not before 1700 BC. Manali- Megasthenes (305 290 BC), Fa-Hien (AD another hill station of HP is named after 399 413), Hiuen-Tsang (AD 629-645), Ibn sage 'Manu' who according to legendary Battuta (AD 13041368), Al Masudi (9th sources is treated as the first person in the century A.D), Marco Polo (AD 1292), universe. Bilaspur district of HP is named Vasco Da Gama (AD 1460 - 1524), after sage Ved Vyas, the composer of the Francois Bernier (A.D. 1656 1668), Afonso Mahabharata Epic who is believed to have de Albuquerque (AD 1453-1515), Afanasii lived here around 2nd century BC. in the Nikitin (AD 1466 1472) etc. provide remote past. One of the artistically rich 'Sun sufficient evidences of heritage properties Temple' of Northern India one can see at of India. Thomas Cook, the first tour Nerath village near Rampur town in operator had also included tourist Shimla. The accounts of famous Chinese attractions related to heritage properties. traveler 'Hiuen Tsang' who travelled Kullu (Black, 2003, Pudney, 1953; Swinglehurst, and Spiti valley in 7th cnetuary AD 1974). Today a majority of the package described about the trade being operated by tours include heritage sites and cultural the contemporary people with Tibet. The areas in their respective itineraries. emperor 'Akbar'(1556-1605) is believed to However heritage properties have not come have visited the holy shrine of 'Shri up into right shape due to the nonexistence Jwalamukhi' while emperor 'Jahangir' of proper (Singh 2002) policy Singh, (1978) visited Kangra valley in 1622 along with and Kanwar (1982) explored the economic his wife 'Nur Jahan'. The town 'Nurpur' in potential of tourism and proposed the district headquarter of Kangra is named establishment of old heritage buildings in after Nur Jahan. Tower temples of Karsog Shimla. Thakur (1984) described rich Valley in district Mandi are the glorious temple architecture of HP. Gautam (1987) examples of indigenous wood-stone pointed out the problems of traffic architecture. A couple of sacred lakes like congestion and growth of heritage tourism

48 Journal of Tourism, Volume XVIII, No. 1, 2017 in Shimla. Bhakuni (1989) studied the tourist inflow, evaluation of the profile of tourists visiting to HP. Gardner services/facilities offered to tourists and et. al., (2002) study on Kullu valley argued analyzed the attitude of the domestic and that the rapid rate of growth in the early- to international tourists towards available mid- 1990's couldn't keep pace due to non- facilities in HP. Singh's study (2012) on sustainable tourism activities. Singh (2002) Pragpur- the 1st heritage village of India stressed on tourism frontiers, myths, described connectivity and transportation geographical appeal, attitude and ethics, network as limiting factors for the tourism political aspects and other tourism growth in HP. Chand, (2013) asserts that, improvement issues and ecological there are unlimited ranges of substitute implications for the promotion of tourism at benefits of heritage but research until now heritage sites. Bansal and Gautam (2003) had only a limited success in identifying the study contends that all around 37 % tourism most common benefits. Kanga et al. (2014) was culturally inspired and developing at reviewed the latent of geospatial techniques the rate of 15 % annually in HP. Batta to ease the tourism administration in (2003) acknowledged the values that Shimla. This study contended that, the stakeholders put together to the ecological geospatial technology make it easier for resources in the HP and argued that the tourists to locate their way around their revival of these use and non-use values destinations viz. best route, locations could play a vital role in adding funds choice, closest facility, customized towards the preservation and/or directions, and ease of access across conservation of resources. Handa (2004) destinations. Chhatre & Lakhanpal, (2016) study outlined the earliest Buddhist study on Great Himalayan National Park monasteries of HP and described the Conservation Area (GHNPCA) claim that significance of Buddhist Heritage. Singh heritage is employed as a weapon by local and Mishra (2004) studied the societal, community, abundantly representing the monetary and ecological dimensions of region as the “Valley of the Gods” tourism in Manali region. Study uncovered especially to work against universal that Manali was encountering natural issues preservation agendas. like intense water scarcity, stuffed streets, From the review of literature it is evident overwhelming activities, exorbitant trash, that several heritage sites are exceedingly unplanned development and illicit valued by local/regional communities and developments and sanitation issues. Rishi these communities may be enthusiastic to and Giridhar (2007) SWOT analysis of HP develop tourism but also may be defensive pointed out that due to lack of various of their own privacy and wary of the effects facilities like food, transportation, water and that tourism might have. Thus, there exists accommodation the unique natural offerings a necessity to recognize the of HP cannot be cash. Singh (2008) study interdependencies that exist between the maintains the destination enlargement community and the heritage structure or dilemma in Manali and argued that the area. The present study argues that victory verdict of the purpose and limitations of in involving the community will often destination development are vital for its escort to success in drawing tourist markets sustainability. Gautam, (2012) assessed the because local residents are the best preferences of tourists in HP and reflected diplomats for any heritage tourism that tourists endorsed the uppermost operation. It is further argued that, apart importance to safety & security, and from of the enormity of the variations of stipulation of tourist information. Parmar tourism demand, the impact on the host (2012) attempted to study the tourist trends, community will not only be dependent on

Journal of Tourism, Volume XVIII, No. 1, 2017 49 the number of tourist arrivals but the type Section C: records tourism; Impacts on of tourists. Also the impacts of tourism may visiting attractions. either have encouraging or harmful Section D: focused on the overall influence on the humanity. Therefore the satisfaction of stakeholders with selected impact assessment becomes mandatory sites. before suggesting a feasible tourism The questionnaires were personally planning for future. administered by researcher in two years Research Methodology: The present study duration keeping in view the peak and off is exploratory in nature as it attempts to tourist seasons. The survey took place at identify the factors related to heritage the selected historic sites dispersed across tourism and its development. Primary data four districts; Chamba, Kangra, Kullu and were collected through observation and Shimla direct communication and secondary data Data Analysis: The primary data has been were managed from public and private analysed with the help of SPSS 18. organizations and libraries. The targeted Descriptive analysis of data has been done population for the present study were both with frequency distribution, percentage, bar domestic and foreign tourists visiting tourist charts and summated score ranking. For sites and tourism industry stakeholders inferential analysis independent sample and figure 2.6.1 (ref. annexure1). To select the dependent sample t-test, one-way number of respondents, quota sampling independent ANOVA, post-hoc contrasts followed by judgement sampling has been following turkey HSD (for groups with used. In total 620 respondents including equal variances) and Games Howell (for 500 tourists and 120 stakeholders were groups with unequal variances) were selected for the survey. A pilot study was performed to compare differences between carried out at Kangra fort before final data groups. Factor analysis was performed for collection. Reliability of scale items were identifying the factors that measure impact assessed through Cronbach alpha (α). of tourists on destination attributes. Questionnaires were used to record the Averages, variance, kurtosis and skewness responses of respondents. It was developed were applied for normality test and outlier separately for tourists and stakeholders. detection. To test the assumption of The questionnaires were divided into four homogeneity of variance among groups, sections as: Levene's test was applied Section A: focused on respondent's Finding of the Study: Research findings of personal information based on their the present study has been categorized both demographic profile. from tourist and stakeholder perspectives: Section B: focused on travel behaviour It was found that a majority of tourists (80 characteristics of tourists. %) marked holiday/relaxation as their Section C: emphasized on statements purpose. A large number of tourists (43.60 related to tourists satisfaction. %) travelled with their families followed by Section D: focused on general attitudes of friends (37.40 %) and organized groups tourists (18%). The friends & relatives (58.80 %) Questionnaire for Stakeholders had reported to be the key source of exploring following four sections: tourist places followed by travel agents Section A: focused on respondent's (16.60%). Visiting spiritual places (1) was personal information based on their found as key motivation to visit HP demographic profile. followed by events or sports (2), culture & Section B: emphasize on general attitude of heritage (3), environment friendly tourist stakeholders towards tourism. places (4), scenic beauty (5), conducive

50 Journal of Tourism, Volume XVIII, No. 1, 2017 climate (6) and safety & security (7). Travel followed by Kangra and Chamba. The magazines were prime source of indicators of heritage resources were information. More than four-fifth (83.60 %) monuments, museums, art galleries, of tourists' availed mixed mode of travel historical sites, heritage villages, (road, air, and rail) for their transportation. artistic/architectural features, heritage 72.20 % of tourists stayed more than 7 preservation efforts, local culture and nights in HP. More than 60% of respondents local people life style. agreed that religious sites are properly  Satisfaction of domestic tourist from managed and maintained. About more than value for money was not significantly half of the tourists strongly agreed (26.8%) different from foreign tourist t (498) = and agreed (29.4%) that the development of 0.18, p > 0.05. The indicators of value cultural or heritage villages increases for money were cost & quality of local heritage tourism products. More than half handicraft, safety & security and quality (61.2 %) of the tourists strongly agreed of information sources. (32.6 %) and agreed (28.6 %) that fair and  Satisfaction of domestic tourist was not festivals provide a reflection of local significantly different from foreign culture. 30.2 % of respondents strongly tourist t (498) = 0.18, p > 0.05, the agreed and 22 % agreed that the existing indicators of available facilities were tourist attractions present authentic/genuine local transportation facility, vehicle work of art to tourists. Exploratory factor parking facility, convention facility, analysis (EFA) made four factors health facility and quality of local responsible for tourist satisfaction named as cuisine. destination charm, available heritage In perspective of tourism industry resources, available facilities and value for stakeholders, more than 50 % of the money. The satisfaction level of tourist from tourism professionals preferred internet these factors was tested across the four (51.67 %) as the best mode of districts. advertisement used for their respective  Charm of destination factor testing business followed by road signs (20 %), shows no significant difference in the newspaper advertisements (20.0 %) and overall satisfaction of tourists from flyers distribution (8.33 %). Good climate various districts, F (3, 496) = 0.51, p > found to be a major USP (unique selling 0.05, However, the level of tourist proposition) to attract tourists to HP visited Shimla found to be greater than followed by culture & heritage (22.78 %), overall satisfaction of tourists visited events/sports (11.11 %), scenic beauty (7.22 Kullu followed by Chamba and %) and other personal reasons (1.11 %). Kangra. The indicators of destination The lack of information about tourist places charm were destination appeal, (1) was reported to be the foremost unspoiled nature, natural wonder and important problem followed by parking scenery, availability of sightseeing facility (2), lack of trained manpower (3), packages, trained tourist guides, tourist poor availability of air transport (4), poor privacy, and accommodation facilities management of tourism resources (5) and and airport efficiency. service standard of hotels (6) in HP.  The heritage resources factor reveled a Majority (53.33 %) of the tourism significant difference in the satisfaction stakeholders were satisfied with the of tourists, F (3, 274.58) = 6.65, p < government policies for tourism 0.05, The satisfaction of tourists visited development. Results of EFA revealed Shimla found to be greater than overall seven factors related to opinions of satisfaction of tourists went to Kullu stakeholders towards impact of tourists on

Journal of Tourism, Volume XVIII, No. 1, 2017 51 destination attributes in HP. These seven department viz. 'Har Gaun Ki Kahani'- factors were named as Economic Effects (every village has a story), 'Har Ghar Kuch (F1), Promotional Measures (F2), Socio- Kahta He'- (every house speaks something); Cultural Influences (F3), Impact on Natural identified villages for tourism, yet Resources (F4), Impact on Goods Prices & authorities are not able to channelize the Environment (F5), Development & tourist flow to rural areas except a few (e.g. Opportunities (F6), Technology & Pragpur- 1st heritage village of India). To Sustainability (F7). The attitude of channelize the rural heritage based tourism stakeholders towards impact of visitors on mechanism, state authorities should work destination attributes from these factors was very closely with the rural community and tested across districts. The economic effects market it to the outer world along with (F1) of tourism reflect significant difference creative industries. At the same time in the opinions of stakeholders from various tourism planners should seek lessons from districts; F value (3, 176) = 5.239, p < 0.05. the Ski village and Pong Wetland tourism The indicators of economic effect are the projects where local community refused the jobs created for local people, Local tourism development. The availability of business benefits and attracted investment mega traditional events like Mahashivratri, to develop infrastructure for tourism. The Dushehra Festival, Lavi Fair, Minjar Fair E-Travel Trade Recognition scheme etc. should be tapped in terms of increasing launched by Government was found quality tourist rather than pulling mass beneficial for tourism related enterprises; F visitors. It is suggested that nearby every value (3, 176) = 1.68, p > 0.05. The tourist cluster Himachal Pradesh Tourism results of analysis reveled that TVOA-ETA Development Corporation should establish (Tourist visa on arrival-enabled with local souvenir shops. Satisfaction of electronic Travel Authorization) scheme domestic tourists found to be greater than will bring more business to tourism overall satisfaction of foreign tourists. The enterprises; F value (3,90.36)= 0.74, p > results are important to consider for 0.05. Lastly noteworthy difference across increasing the foreign tourist satisfaction. districts was found for role of government Improvement in basic infrastructure and in developing religious tourism. Results sanitation standards are recommended. The indicate that, opinion of stakeholders factor destination charm has significant towards Shimla districts is significantly impact on tourists while selecting their different from Kangra district and destinations for travel. The indicators of stakeholder's opinion from Kullu districts is destination charm viz. destination appeal; significantly different from Kangra district, unspoiled nature, availability of sightseeing P < 0.05. package, trained tourist guide, tourist Discussion: The multiple field visits of privacy, accommodation facilities and researcher over the last four years since airport efficiency are of immense 2013 revealed that famous historic and significance. All these require immediate other culturally rich places in the state are attention to tap the tourism potential full of tourists and pilgrims. The peak available in the state towards developing season of tourist's in summer's results into economy with tourism. District wise results crowd and congestion near tourist places. revealed that overall satisfaction of tourist More importantly, the scarcity of water and from Kangra district was greater than poor parking facilities at destinations like overall satisfaction of tourists from Shimla, Shimla and Manali hamper the visits of Kullu and Chamba. Government should quality visitor. It has been argued that, ensure preservation and presentation of though the schemes of state tourism heritage resources to the future generations

52 Journal of Tourism, Volume XVIII, No. 1, 2017 especially for their education and identity. done through establishing a centre for Tourism can be better managed by making anthropological, archeological and heritage district wise tourism development councils research in close association with the in the pattern of Kerala Tourism. It can be universities and institutions of higher improved by improving destination appeal, learning. offering more variety of heritage based Conclusion: The present study concludes (cultural and natural) itineraries, providing that satisfaction of tourist and resident's t r a i n e d m a n p o w e r , i m p r o v i n g acceptance of tourism and its related accommodation facilities and ensuring activities seems like a key towards the strong air transportation link. The economic destinations holistic survival. Local heritage effects of tourism shows significant resources can be well maintained with the difference in the opinions of stakeholders help and participation of local community. from various districts. There is no However, from governments end the close significant difference in the opinions of mentoring and monitoring mechanism for stakeholders from various districts for role the tourism related activities and experts of government in providing support to advice may contribute towards holistic establish tourism product, but the district tourism development. It is worldwide wise comparison of resources reflect the apparent that tourism sector acts as an unequal development of the tourism product economic stimulator to the developing across the districts. Therefore, Government countries and generates a large part of the should ensure equal sustainable direct/ indirect employment and business development of tourism in all the identified opportunities to the residents. To link this districts with potential. 'E-Travel Trade commitment from within the society to the Recognition' scheme launched by cultural heritage and utilize it for tourism Government was found beneficial for development could be an opportunity to tourism related enterprises. Authorities boost up the tourism sector. Authorities should encourage people to start their start- need to create an excellent infrastructure at ups for tourism related business which can par with international standards while be achieved with the help of developing preserving the heritage and environment, tourism entrepreneurship programs along creating employment opportunities to its with universities and other higher and natives and assuaging poverty. However, technical institutions. Significant difference safeguarding the global cultural for the across districts was shown for the role of enrichment and learning of present and government in developing religious/ future generations seems crucial. A big deal pilgrimage tourism. There is a need to tap of tourism product relies on places with the available heritage potentials of Kangra natural, local and historic connotation. In and Chamba districts for expansion of well- order to respect the cultural connotation of developed heritage tourist clusters. More a destination, people involved in the importantly, HP has abundant heritage tourism industry need to be responsive to resource base but no systematic excavation cultural groups who have a special interest has been undertaken neither by the state and they need to be directly involved in the archaeological department nor the planning and promotion. More prominently, archaeological department Govt. of India. It various sectors have to be recognized that is suggested that state authorities must the heritage belongings are the key for their ensure systematic excavation in association individual sustainability and they are not with Anthropological Survey of India and exogenous factors. Archeological Survey of India. It can be

Journal of Tourism, Volume XVIII, No. 1, 2017 53 Refrences: Bansal, S. P., & Gautam, P. K. (2003). Handa, O. C. (2004). Buddhist Monasteries Cultural and Heritage Tourism in of Himachal. Indus Publishing. Himachal Pradesh, Tourism Development Kanga, S., Thakur, K., Kumar, S., & Gupta, Journal., Vol. 1(1), 31-40 H. (2014). Potential of Geospatial Batta, R. N. (2003). Tourism's Potential for Techniques to Facilitate the Tourist & Financing Conservation Areas: A Study Administration: A Case Study of Shimla of Kufri-Chail-Naldehra Area of Hill Station, Himachal Pradesh, India. Himachal Pradesh, India. Tourism International Journal of Advanced Recreation Research, 28(1), 57-65. Remote Sensing and GIS, 3(1), 681. Bhakuni, K. (1989). Tourism Development Kanwar, P. (1982). Urban History of in Himachal Pradesh: A Proposal for the Shimla, 1982-1947,' Doctoral VIII Plan Period. Submitted to Unpublished dissertation submitted to Department of Tourism, Himachal HP University, Shimla. Pradesh. Kapoor, N. M. (1976). Tourism as an Campanella, M. (2013). Establishing tourist instrument of economic development places: between social constructivism with special reference to Himachal and phenomenology, Unpublished Pradesh,'. Unpublished M. Phill doctoral thesis, Tartu Ülikool. dissertation submitted to HPU Shimla. Chand, M. (2013). Residents' perceived Parmar, J. S. (2012). Tourism Development benefits of heritage and support for in Himachal Pradesh: Emerging tourism development in Pragpur, India. Dimensions. International Journal of T u r i z a m : z n a n s t v e n o - s t r u č n i Hospitality & Tourism Systems, 5(1) 25- časopis,61(4), 379-394. 30. Chhatre, A., Lakhanpal, S., & Prasanna, S. Pudney, J., Cook, T., & Cook, J. M. (1953). (2017). Heritage as Weapon: Contested The Thomas Cook Story (Vol. 127). M. Geographies of Conservation and Culture Joseph. in the Great Himalayan National Park Rishi, S., & Giridhar, B. S. (2007). Conservation Area, India. Annals of the Himachal Tourism: A Swot Analysis, HP American Association of Geographers, Tourism Shimla 107(2), 456-464. Sherpa, Y. D. (2012). Public participation Gardner, J., Sinclair, J., Berkes, F., & in tourism development: A case study of Singh, R. B. (2002). Accelerated tourism the Himalayan Ski Village (HSV) project development and its impacts in Kullu- in Manali, India. University of Manitoba. Manali, HP, India. Tourism Recreation Singh, P. P. (1978). Economic Potentials of Research, 27(3), 9-20. Tourism in Himachal Pradesh with Gautam, N. (1987). Problems and Prospects Special Reference to Simla. Project of Tourism in Shimla City.Unpublished Report, Department of Tourism M. Phill dissertation submitted to HP Administration Shimla, Himachal University, Shimla. Pradesh University. Gautam, V. (2012). An empirical Singh, R. B. (2002). Tourism Development investigation of consumers' preferences and Environmental Implications for the about tourism services in Indian context Indian Frontier Region: A Study of with special reference to state of Himachal Himalaya. Tourism in Frontier H i m a c h a l P r a d e s h . T o u r i s m Areas, Lexington Books, Lanham, Management, 33(6), 1591-1592. Maryland, 177-194.

54 Journal of Tourism, Volume XVIII, No. 1, 2017 Singh, S. (2008). Destination development Prospects. Project Report, Shimla: dilemmaCase of Manali in Himachal Department of Tourism Administration, Himalaya. Tourism Management, 29(6), Himachal Pradesh University. 1152-1156. Swinglehurst, E. (1974). The romantic Singh, R. B., & Mishra, D. K. (2004). journey: the story of Thomas Cook and Green tourism in mountain regions- Victorian travel. Pica Editions. reducing vulnerability and promoting Thakur, L. S. (1984). Ancient and Early people and place centric development in Medieval Artists of Himachal Pradesh. the Himalayas. Journal of Mountain Proceedings of Punjab History Science, 1(1), 57-64. Conference 126-36. Singh, S. C., & Raj, H. (1987). Tourism in Timothy, D. J. (2011). Cultural heritage Kullu Valley Development Problems and and tourism: An introduction (Vol. 4). Channel View Publications.

Annexure 1: Figure 2.6.1 Major Stakeholders of Heritage Tourism

Tourism Relat ed Non Tourism Related Tour operators Transport providers Hotelier s Service providers Travel agen ts Retailers/wholesalers Rent a car/Bike rentals Restauran t/ Building/Construction Bar/Coffee shop s Farming/Fishing Vendors Shopping Emporium s Small industry/ Manufacture, Attraction provider s Electricity/ Water providers

Public Sector Officials/ Manager s Private Sector Entrepreneurs/ Managers Indian Governme nt Residents , Ministry of touris m Ethnic community, HPT DC NGO - nongovernmental organisations, Districts of HP Institutions, Chambers of commer ce Trade associations, Developing organisation counci ls government sector employees, Local governme nts Visitor s

About the Author Dr Arun Sharma holds the Master Degree in Airlines Tourism & Hospitality Management and completed his doctoral degree on “Heritage Tourism”. He is presently working as an Assistant Professor of Tourism Management at Maharaja Agrasen University Baddi, Himachal Pradesh, and his research is primarily based upon heritage and cultural tourism management. Email : [email protected]

Journal of Tourism, Volume XVIII, No. 1, 2017 55

Some Reflections On India's Outbound Tourism S.C.Bagri, Ph.D Dean, School of Management and Professor , Centre for Mountain Tourism & Hospitality Studies, HNB Garhwal Central University, Srinagar Garhwal-246174 Uttarakhand, [email protected] & Suresh Babu, Ph.D Assistant Professor, Department of Tourism & Travel Management, Government Arts College, Ooty 643002 The Nilgris Tamil Nadu [email protected]

India is arising as a burgeoning national tourism boards and organizations destination among the worldwide tourist by keeping the confidence and motivation traffic and equally emerging as a house of level increased of all arriving tourists. The potential and prospective outbound aviation sectors role in the development in tourists. Indian tourists have showed outbound tourism is highly noteworthy; the immense pleasure in international travel, budgeted costs offered by low cost carriers, thanks to the competitive business price slashes by scheduled airlines have environment and increased disposable shown strong signal towards the surge in income. The outcomes and developments international travel. The growth in GDP of allied industry and ancillary services reflected in the increase in disposable have intrigued international travel, which income has too triggered interest within the has attained respectable position enabling rich and elite to consider for long haul Indians to seal their footprints. Various travel to Europe and American continents. new products fulfilling their aspirations The increasing value of Indian rupee shows has been experienced by Indian tourists confident signal towards the international while visiting international destinations travel coupled with new visa regulations providing valuable scope for the product offered by world countries. development and increased customer According to United Nations World satisfaction, thereby educating the product Tourism Organization (UNWTO) statistics, developers and host country to consider Dubai, USA, Thailand, and Singapore Indians as a major and potential market. stands as preferred destinations for Indians Indian Outbound Tourism besides UK, Australia, Indonesia, Turkey, India, being one of the fastest growing Oman, Sri Lanka and Maldives In recent markets possessing prospective travelers times, countries such as Canada, has shown significant rise and Philippines, Mauritius, Jordan, Taiwan, development in foreign departures and Vietnam, Croatia, Turkey, China and Kenya spending. Outbound tourism has shown are also showcasing an increase in Indian significant 29% in 2016 rise despite the tourists rush. The Philippines has witnessed currency fluctuations and the economic a growth of 28 pc in Indian tourist arrivals slowdown primarily in search of leisure, during early 2017, compared to the same shopping, fun and recreation and VFR period last year. besides MICE. Among the various It is also viewed that the craziness towards influencing reasons, business travel sports activities and strong zeal towards emerges as a prime reason for the Indians. pursuing higher education are considered to The catalysis for the surge in India's be the main factors for the increase in outbound tourism revolves around various international travel. However travelling for measures and policies initiated by various Meeting, Incentives, Conferences and

Journal of Tourism, Volume XVIII, No. 1, 2017 57 Events (MICE) is the prime reason for the progressing well and recorded their growth of international travel for Indians presence felt in dealing with the especially. Regardless of the ease of country's outbound tourists. However it governmental policies in enhancing Indians is presumed that Lanka and Nepal travelling abroad, the contribution of perhaps may become emerging caterers Information, communication and of India's outbound tourists. technology is very intriguing and made the  Going by Singapore Tourism Board travel related solutions more comfortable. statistics, Indian business travelers in The online travel services have created Singapore spend more than their niche hassle-free platform for the success of counterparts from other countries. An international tourism, besides creating more average business traveler from India entrepreneurs in the field of tourism. spends S$2,200 a trip, while the average Fast facts about Indian Market spend by business travelers from other  India is becoming globally significant countries is S$2,000. for consumers especially for its middle  Economic growth has not only lifted class households. By 2020, it is millions of households out of poverty, anticipated that 65 per cent of the but has also given rise to an emerging population will be less than 30 years of middle class. age, is likely to reach 600 million by  India's middle class will grow from the 2030. present 30% to 50% by 2030.  The outbound tourist spending is  India is fast on its way to becoming a expected to surpass US$28 billion by large and globally important consumer 2020 making India the 23rd most economy. The Indian middle class is valuable source market for tourist estimated to be between 250 to 300 traffic. million.  A study by Nielsen and Pacific Asia  The number of middle class households Travel Association (PATA) revealed in India is likely to reach 600 million by that on an average a Indian traveler 2030. spends about US$1,645 per trip, of  The emerging middle class is growing at which approximately 45% is spent on a rapid pace and is changing flights and accommodation while the consumption patterns, as income levels expenditure pattern of balance budget rise and the finer things in life become goes to shopping, food, sightseeing, and affordable. It has also become the communication. segment driving consumption of luxury  As per the report on Tourism Ireland goods like cars and air conditioners. prepared by Tourism Ireland India  This constitutes a key growth Office, Mumbai it was revealed that opportunity for marketers across the Leisure travelers and Business travelers globe. normally spend around Rs.86, 723 and Australia is starting online visa applications Rs.101, 602 per person respectively for Indians from July. Australia has granted while travelling abroad. over 65000 visitor visas to Indian Tourists  According to the tourism statistics of the in the first quarter of 2017. Israel, Germany Ministry of Tourism, Govt. of India; and Canada are also witnessing an Thailand catered 7% of Indian outbound unprecedented influx of visitors from India. tourists in2012 followed by Singapore The number of Indians visiting Jordan is (6%) Malaysia, UAE and USA were in already up 39% to 20,150 in 2017. The third, fourth and fifth place respectively. kingdom, famous for its architectural ruins China, Hong Kong, Switzerland, United and historic landmarks, is offering Indian Kingdom, Australia and Canada are

58 Journal of Tourism, Volume XVIII, No. 1, 2017 tourists a fully-sponsored luxury countries like Korea, Japan and Indonesia honeymoon holidays. Going with spending due to their increased presence as quality data, Indian tourists are on the move workforce in all sectors these days and the spending $16 billion on international travel share is expected to push china beyond at in 2015, and averaging $4,500 on long-haul 2030. However, India is behind in making trips. India is now among the fastest our women travel compared to China. growing outbound travel markets, ranked Direct flights coupled with Indian cuisine among the top-25 countries on international on board catalysis the people to travel tourism expenditures, expected to climb to abroad. There is a massive shift is the the top five by 2025. spending nature of Indians expected to reach $91.2 billion in the year 2030 and China leading the chart in the whole of Asia Pacific region. Technology driven smart phones will continue to dominate the services of international travel and presently India is far behind in this category; however it is expected to overtake all other countries being a second large populous country of the world. It is interesting to see individuals belonging to generation Y prefer smart The surge of Indians travelling abroad is phones to find their services and travel also due to the existence of more related solutions right from booking of government holidays and going with the train, flight and hotel services, which is survey more Indian women's are interested considered to be a organic and healthy in travelling compared to women's of other environment for outbound travel. Fig.2 Comparison of factors among countries

Source: Economic Times, New Delhi

Journal of Tourism, Volume XVIII, No. 1, 2017 59 There is a sufficient increase in share of the The success of tour packages and services senior citizens disposable income interested heavily relies on marketing strategies and to travel international. One of the Market its effective distribution network, having survey research findings reveal that next understood the significance of technology, to Japan and China, India occupies travel services and solutions are being energetic space in the senior citizens offered at your door step by the usage of category of travelling abroad on outbound social networking sites, which have resulted tours, however the future predictions positive impact on the both service educates the increased share of China and principal and receiver on varied aspects of India surpassing Japan in the year 2030. product, satisfaction and feedbacks.

Fig.3 Comparison of Variables among countries

Source: Economic Times Bureau, New Delhi While this being the scenario of and elite class people come under this international travel by Indians in future, one category, a sizeable chunk of students who this has to be accepted that, Indians now no has zeal towards travel too part of this more novice in touring conventional traveler breed. international destinations, rather demand for Decision Driving Factors niche packages, destinations and  Recommendations from friends and customized packaged tour fuelling their family who have visited there-51% hobbies and aspirations.  Recommendations from friends and Having learned this, many leading travel family who live or have lived there service companies started strategizing -34% customized packages as the USP and  Travel-specific information on the offering unlimited services to the needy internet -31% tourists. Below given is the varied type of  Advice from a travel agent or tour travelers who are different in their need and operator -27% demand while talking about international  Travel-specific television programs travel. However, the percentage of such (e.g., TLC, Travel Channel and Travel traveler is very less, but it is a notable trend XP) -25% in the nature of tourists. Though, very rich

60 Journal of Tourism, Volume XVIII, No. 1, 2017 Fig.4 Different types of travelers

Major Outbound Nations for Indians  Relatively off beat locations such as  Singapore Costa Rica, Tahiti, Rio de Janeiro,  U.S.A Turkey, Seychelles, Tashkent, Fiji, are  Thailand steadily gaining popularity among  Malaysia. Indians.  Switzerland Countries offering Visa on Arrival (VOA)  Hong Kong for Indian passport holders is also on rise. There is a change in the traditional segment  France from the conventional destinations United Kingdom  domestically to the Far East and Europe/rest of the World Table.1 Major Outbound Tourists' Source Market Cities in India City Percent share of outbound Tourists Delhi ( N CR) 22 % Mumbai and Ahmedab ad 25% Chennai and Bangalo re 16% Ko lkata 3% Source: Tourism Statistics, Department of Tourism, Govt. of India It is much encouraging sign that tier two partner with India in equipping their towns are showing growth. Travel trade tourism share in terms of arrival and professionals have started to focus on this spending increase compared to other segment. Thomas Cook, Cox & Kings and countries. Being recognized as a potential Kuoni have come forward with special traveler, it is no doubt that India would brochures targeting the luxury segment. emerge as a successful source for outbound Weekend international destinations are tourism and a positive note is that many gaining wide popularity among the affluent countries are offering visa on arrival and upper middle class people creating a scheme for Indians and special permits to specific market for travel business firms. access specialized areas, again expected to Having learned the expectations, sources of experience a positive growth for world travel booking of Indians, many tourism and contributions by Indians. governments have shown keen interest to

Journal of Tourism, Volume XVIII, No. 1, 2017 61 References  https://www.tourismireland.com/  Outbound tourism market from India CMSPages/GetFile.aspx?guid=8fb8bfc6- grows: Four emerging trends accc-4d5f-b04f-b683ab3f094c http://www.travelbizmonitor.com/Covers  Indian outbound tourism - http://www. tory/opportunities-and-challenges-in- indiary.org/en/news/Indian-Outbound- tourism-in-india--outbound-tourism- Tourism-2-83-50 25714  http://www.statista.com/statistics/  h t t p : / / a r t i c l e s . e c o n o m i c t i m e s . 311590/outbound-travel-from-india-to- indiatimes.com/2013-04-14/news/ europe-by-destination/- 38529310_1_direct-flights-indians-thai-  http://www.leadingportal.com/Extranet airways /Docs/1/149/2013_Sales_Guide_- _India.pdf

About the Authors

Prof. S.C. Bagri is presently serving as Dean, School of Management and Director for Centre for Mountain Tourism & Hospitality Studies, HNB Garhwal Central University, Srinagar, Uttarakhand India. He has contributed several literatures for tourism and Hospitality in the form of research papers and books. He is Editor-in-chief of Journal of Tourism and an executive member of many national and international journals' editorial board. He also serves as consultant for many governmental (state and central) projects. Email:[email protected] A. Suresh Babu is presently serving as Assistant Professor, Department of Tourism & Travel Management, Government Arts College (GAC), Ooty, The Nilgris Tamil Nadu. Before joining GAC, Ooty he served as lecturer at Centre for Mountain Tourism & Hospitality Studies, HNB Garhwal Central University, Srinagar Uttarakhand. He has authored 10 research papers to his credit published in leading journals of international and national repute. Besides a couple of research papers has been published in edited books; he is presently Asst. Editor of Journal of Tourism. Email:[email protected]

62 Journal of Tourism, Volume XVIII, No. 1, 2017 Sustainable Entrepreneurship Development Practices in Tourism and Hospitality Sector in the Himalayan States

In pic: Prof. S.C. Bagri addressing the participants, also seen are (from left to right) Mr. Hanumant, Prof. Ajay Rawat, PadmashriBasantiBisht, Prof. J.L. Kaul, Prof. M.P. Jain and Prof. Manjula Chaudhary

Rishikesh (Uttarakhand):The Centre for Mountain Tourism and Hospitality Studies, Hemvati Nandan Bahuguna (HNB) Garhwal University (A Central University) organized a three-days International Conference cum Workshop on “Sustainable Entrepreneurship Development Practices in Tourism and Hospitality Sector in the Himalayan States" in collaboration with the Ministry of Tourism, Govt. of India from 28th April 2017 to 30th April 2017 in Ganga Resorts, Rishikesh. The International conference cum workshop was aimed to explore diverse contemporary issues and challenges faced by tourism and hospitality entrepreneurship along with identifying further possibilities of entrepreneurship and job creation in tourism and hospitality sector. The three days conference cum workshop was inaugurated by Prof. J. L. Kaul, Hon'ble Vice-Chancellor, HNB Garhwal University (A Central University). The three days were divided into six technical sessions based on themes pertinent with the objectives of the conference cum workshop. Resource persons from varied facets of the industry and academia spoke on the themes and enlightened the participants with their views. The event was wholeheartedly attended and supported by the students, academics, Government and Non- governmental officials, industry players, entrepreneurs and the local community members of the Himalayan states. The Conference cum workshop witnessed intense intellectual brainstorming sessions and the diverse collage of participant discussed on the contemporary issues and challenges of tourism and hospitality entrepreneurship in the Himalayan region. Sixty five papers on topics congruent with the themes of the workshop were presented during the course of the event. The workshop emerged not only as a platform to voice the entrepreneurial concerns of the local populace but also recommended suggestions to find sustainable solutions for the holistic development of the Himalayan region. The International conference cum workshop culminated with the Valedictory Function witnessing rapporteurs of the technical sessions presenting the session reports highlighting the key inputs, findings and suggestions of the resource persons and paper presenters. Prof. S.C. Bagri, Convener, thanked the resource persons, paper presenters, academicians and other present dignitaries for their

Journal of Tourism, Volume XVIII, No. 1, 2017 63 participation and fruitful assistance in achieving the desired objectives of the International Conference cum Workshop. The three-days event was successful in achieving its stated objectives and provided recommendations to overcome the problems and challenges faced by entrepreneurs in the Himalayan states. The International Conference cum Workshop not only identified the thrust areas for the holistic sustainable development of tourism and hospitality sector but also made the requisite inroads to eliminate the status quo ambivalent in the Himalayan region.

Vaibhav Bhatt Assistant Professor Centre for Mountain Tourism and Hospitality Studies HNB Garhwal University (A Central University) Srinagar (Garhwal), Uttarakhand

64 Journal of Tourism, Volume XVIII, No. 1, 2017 News And Views

2018 Global Travel Forecast predicts strengthen, weaknesses in infrastructure significant uptick in the prices of travel and airports in particular are increasingly products becoming apparent. Globally, the 3.7% As per the 2018 Global Travel Forecast average increase in hotel prices masks what released by Carlson Wagonlit Travel in is actually happening on a regional level. association with Global Business Travel Europe is expected to post strong increases, Association (GBTA) Foundation, the while other regions are barely keeping up travel product prices are expected to see a with inflation. Additionally, prices are significant rise next year riding on the expected to fall in Latin America and the back of rising inflation, higher oil prices Caribbean. In the ground transport, sharing and emerging markets. The report expects economy players such as Uber and Lyft are travel prices to rise sharply in the coming expected to continue double-digit growth year, reaching nearly to 4% increase in upwards of 10.0% in 2018, before settling some sectors. The global airfares are down into single-digit growth for 2019. expected to rise 3.5% in 2018; hotel Their growth is under threat by costly prices are expected to be 3.7% higher; and regulation and government bans. ground transportation such as taxis, trains Australia to be the Country of Honour at and buses are expected to rise only 0.6% - Vinexpo Hong Kong 2018 significantly less than the 3.0% inflation According to an official release of Vinexpo, forecast for 2018. “The higher pricing is a the leading show of world's leading wine reflection of the stronger economy and and spirits professionals, has announced growing demand,” said Kurt Ekert, Australia as the Country of Honour for President and CEO, Carlson Wagonlit Vinexpo Hong Kong 2018, the strategic Travel.” According to Jeanne Liu, Vice international event for wine and spirits President, GBTA Foundation & Research, professionals in the Asia-Pacific region, Geopolitical risks, uncertainties in scheduled between May 29-31, 2018 at emerging markets and ever-changing Hong Kong Convention and Exhibition political environments in Europe and the Centre. As the world's fifth largest wine United States mean today's travel exporter, and the second d largest exporter professionals have more than ever to take to China with a growth outlook of 25% in into account when building their travel volume by 2020, Australia is expected to be programs. The uptick in global airfares a major industry player. It is estimated that comes as crude oil prices rise, in spite of growth in consumption of its still wines airlines adding an expected 6.0% capacity will be US$4.3 billion between 2016 and in 2018. Complicating airline pricing is 2020. This decision reflects Asian increased segmentation of basic fares consumers' growing appetite for Australian among large carriers. Travelers now have wines, and Vinexpo aims to celebrate the the option of choosing a basic economy, buoyancy of the Australian winemaking restricted fare versus various upgraded industry,” said Guillaume Deglise, CEO, fares, with specific service options and Vinexpo. pricing varying by airline. Asia Pacific Phuket retains its allure for high- expects to see a 2.8% rise in 2018 pricing spending Chinese tourist with domestic demand increasing, Phuket remains one of the most desirable particularly in China and India. However, destinations for high-income Chinese as many of the economies in Asia

Journal of Tourism, Volume XVIII, No. 1, 2017 65 tourists according to figures published in Baht), a figure that has risen 57 per cent the latest Hurun Report, which was released year on per year. Established as a research at the International Luxury Travel Mart unit in 1999, the Hurun Report Inc. has (ILTM) 2017, held in Shanghai from 5 to 8 grown into a leading research house, media June. Phuket has long been a draw for well- and lifestyle investment business based in heeled travellers, for not only does the Shanghai, China. The organisation is best island offer a wealth of stunning natural known for its rankings of the richest people wonders including the world's best beaches in China, India and the rest of the world. and stunning sunsets, it also boasts luxury Trip Advisor rates three Thai landmarks experiences including sumptuous five-star as among Best in Asia for 2017 hotels and luxury pool villas, spas with Three of Thailand's most iconic landmarks, every kind of bodily pampering, designer all in Bangkok, have been listed as among malls, and tailored-made activities aimed at the top 25 Landmarks in Asia by the people seeking unique luxury holidays. influential international travel website Trip Phuket and Thailand score highly in all Advisor in its 2017 Travelers' Choice three categories of the Hurun Report 2017. listings. The Temple of the Reclining These are: Most Memorable Travel Buddha (Wat Pho), the Grand Palace and Destinations; Most Popular Summer- the Temple of the Emerald Buddha, (Wat Autumn International Travel Destinations Phra Kaeo) all on Bangkok's historic and Most Popular Winter-Spring Rattanakosin Island were named in the top International Travel Destinations. Thailand 25 list, taking 4th, 9th and 14th place, is well-known among Chinese tourists for respectively. These three landmarks are its beach and island holidays with regarded as some of Thailand's top tourist destinations, especially Phuket, with Krabi, sites and have appeared regularly in must- Ko Samui and Ko Chang becoming see lists published internationally. The increasingly popular. Chinese tourists who Temple of the Reclining Buddha also took enjoy luxury also seek out big hotel brands, 21st spot in the Trip Advisor Top 25 many of which are well represented in Landmarks in the World 2017. The annual Thailand. The kingdom is also well known Trip Advisor Travelers' Choice Awards are for resorts, which are the most popular style given based on the quantity and quality of of luxury hotel in the Hurun Report with 81 travellers' reviews and ratings on Trip per cent of the vote. Good personalised Advisor's website gathered over the service, for which Thailand is renowned, previous 12-month period. also plays a part and was the most Bouncing back: Hotel occupancy soars important factor with 49 per cent of The domestic travel industry has turned the respondents saying service played the main tide. It has bounced back from the long role when it came to choosing a hotel. The slowdown since 2007. In the last financial Hurun Research Institute carried out its year (2016-17), hotels across all segments latest survey between March and May 2017 recorded occupancy of over 65% for the in association with three of China's leading first time in eight years, according to luxury travel agencies. The respondents in hospitality consultancy firm HVS. Indian the annual survey were all high-end hotels had seen their rooms this full last Chinese travellers from 12 mainland cities time in 2007-08. Achin Khanna, MD of with per capita wealth of nearly RMB 22 consultancy and valuation at HVS south million (US$3.2 million / 110.2 million Asia, said, “While data for FY 2016-17 is Baht), and who spent on average per trip still being collected, initial indicators RMB 380,000 (US$55.8 / 1.9 million showed over 65% occupancy after eight

66 Journal of Tourism, Volume XVIII, No. 1, 2017 years. This has happened due to the overall country as a series of adventures in food, economic growth that has led to travel sport and leisure and at the same is pushing picking up which requires accommodation, fares down for the deal-hungry Indian domestic leisure travel has picked up in a traveller. Mauritius, on the other hand, is big way. Chinmai Sharma, Chief revenue pitching its locales as wedding destinations officer for the TajGroup, said the domestic and luxurious getaways. Both countries Indian leisure traveller is one of the fastest have trained their sights on the band of growing customer segments, which has also outbound tourists from India, growing at 25 reduced dependence of luxury chains on per cent a year and pegged to rise to 50 international travellers. “We are witnessing million by 2020 according to the UNWTO an increase in international arrivals in India (United Nations World Tourism for number of reasons like improvement in Organisation). Nishant Kashikar, country ease-of-doing business and e-visa to manager, India & Gulf, Tourism Australia, nationals of more countries. Given the said India is one of the fastest growing current global scenario, India is also being economies and home to a growing seen as a safe destination with the lot of community of tourists to Australia. He sees unexplored at a reasonable cost,” said the maximum growth coming from the Sharma. Hotel room supply in India grew at professional class that is eager to explore 7-8% last year and is expected to be at the new places and experiment with their same range for the next three years. On the vacations. “We are focusing on mid age other hand, demand is growing at 11-14%. affluents, as their average spend is high,” “With demand outweighing supply and says Kashikar. The Mauritius Tourism outlook for travel remains positive, the Promotion Authority (MTPA) is targeting a upward trend is expected to continue,” said similar band of travellers and for them; jean Michel Casse', COO of Accor Hotels ( India presents a strategic opportunity to de- India and South Asia). However, average risk the country's over- dependence on room tariff (of all segment ranging from European travelers. Kevin Ramkaloan, five stars deluxe to two stars) are nowhere director of MTPA said that India is an close to the level of Rs 7,989 in 2007-08. important market in that context. Targeting While guests are returning to hotels, aspirational travellers For Tourism average tariff is still around 30% lower at Australia, the key focus has been pushing Rs 5,500, according to HVS, which the country as an aspirational destination, monitors branded or organised sector hotels one that the stars go holidaying to. The across segments. company worked with Star Plus for 10 In pursuit of the travelling Indian episodes of one of its popular shows Ye For years, Bollywood has been the best Hai Mohabbatein and with Balaji Telefilms brand ambassador for Swiss Tourism in for several of its shows. The officials also India, with several hundred heaving worked with Indian food influencers, given themselves up the snowy Alps every year, the huge popularity of shows such as just for a glimpse of the spots that their Masterchef Australia in the country. stars cavorted in, in their movies. Now “Sustained outreach to the target audience Tourism Australia is hoping to emulate the by means of national and regional General model, using prime time soaps on Indian Entertainment Channels (GECs) has been television to inveigle its way into the an integral part of our strategy,” says burgeoning Indian travel market. It has Kashikar. This has helped the number of stitched up alliances with Star TV, Balaji Indian tourists to Australia to grow in the Telefilms among others to present the double digits since 2014. Bringing fares

Journal of Tourism, Volume XVIII, No. 1, 2017 67 down and offering all-in-one deals have 2018. Ramkaloan says that the country is helped too. But when it comes to targeting luxury as well as the wedding advertising the destinations, the focus is travel segment. Last year, Mauritius was increasingly on digital media. “Today 50 the venue for 15 grand Indian weddings. per cent of the advertisement budget goes “Though Tier-I cities of India have been the towards digital,” says Kashikar. In July best performing markets for us, but we are 2012, Australian Tourism set a target for also focusing our efforts towards Tier-II 300,000 tourists from India by 2020. markets,” he added. Over the past few Kashikar says they will hit the target in the years, the Indian traveller's penchant for first quarter of 2018. And from being the foreign destinations has grown manifold, ninth largest (in numbers) and eighth (in not just in the big cities. And for the spending) source of tourists to Australia, he tourism authorities of both countries, it expects to push the country up to fifth seems too good a chance to miss, as they position in a couple of years. Till June scramble to position their countries as ideal 2017, tourist arrivals from India rose by 15 destinations for the Indian tourist. per cent to 2.67 lakh, as compared to the Ministry for DoNER constitutes North previous year and Indian tourists East Tourism Development Council contributed $1.03 billion to the local The Ministry for the Development of North economy. Kashikar is targeting an 18 per Eastern Region (DoNER) has announced cent growth in these numbers by 2020. For the constitution of a dedicated Tourism Mauritius, India presents an opportunity to Development Council for the North Eastern expand the size of its business. Tourism is Region. This was announced at the first of the mainstay of the island economy and the North East Calling events organised by overdependence on Europe that contributes the DoNER Ministry at the India Gate around 10 per cent of the tourist arrivals is Lawns in New Delhi yesterday. The North being seen as a business risk. Like Tourism East Tourism Development Council is Australia, MTPA is focusing on the affluent constituted as a company under section 8 segment. “We are targeting the luxury with both private and public sector equity travel segment from the Indian market as in it to promote tourism within North East over 90 per cent of hotel and resort brands and create linkages with the region in sync in Mauritius are in the 5-star and 4-star with the Look East policy. DoNER has also categories. We are not a mass tourist announced initiatives like North East destination,” says Ramkaloan. However, Venture Fund, a joint initiative between having studied the pattern of travel from DoNER and North Eastern Development India, Mauritius is being pitched as more Finance Corporation Limited (NEDFi), to than just a beach destination. MTPA is also contribute towards entrepreneurship promoting Mauritius as a place for development of the region, and a Science & adventure tourism and as a place that is Technology Intervention programme culturally close to the country. To that end dedicated for the North East region. it has planned special events around Diwali, Various MoUs were signed to drive these Bollywood awards extravaganzas and is initiatives, including the one between YES working towards being a part of big Bank and North East Tourism Development Bollywood productions. Mauritius clocked Council, in the presence of Minister for an 8 per cent growth in arrivals with 48,000 DoNER, Dr Jitendra Singh. Speaking on Indian travellers till June this year. MTPA the occasion, Dr Singh said that the North wants to take the number to 90,000 by the Eastern region has been ignored for more end of this year and 100,000 by the end of than 60 years and the current government is

68 Journal of Tourism, Volume XVIII, No. 1, 2017 moving on the fast track to make up for the circuits across the country. Under the time lost. He said lot of progress has been scheme, Northeast, Buddhist, Himalayan, made in improving infrastructure in terms of Coastal, Krishna, Desert, Tribal, roads, rail and air connectivity to the region. Ecotourism, Wildlife, Rural, Spiritual, He said that Ministry has gone beyond its Ramayana and Heritage circuits have been mandate and funded infrastructure projects, identified for development. Forest rest including connecting Tripura with houses in the two identified circuits will be Bangladesh. Talking about the uniqueness linked to a few tourist spots under the of the region, Dr Singh said that rest of proposal. Local people will be engaged for India has lot to learn from the people and various activities such as housekeeping, the region. Later speaking to Travel Biz kitchen and others. According to the Monitor, Gautam Chintey, Adviser- scheme guidelines, tourism circuits shall be Banking, Industries and Tourism to North identified on the basis of current tourist Eastern Council, who is spearheading the traffic, connectivity, potential and North East Tourism Development Council significance attached to the sites and said that the primary aim of the Council will holistic tourist experience. It further be to promote regional tourism. The emphasises on theme based tourism- council will try to establish linkages with religion, culture, heritage, leisure and private sector tour operators from regional others. alliances like BIMSTEC, ASEAN, SAARC, Ministries of Shipping and Tourism to etc., he said. The Council is constituted as a work on the Action Plan to promote non-profit organization where people will Cruise Tourism contribute for the promotion of tourism Ministry of Shipping and Ministry of without profit. The funds for the Council Tourism will work together on an Action will be raised from the private industry, the Plan to promote India as a Cruise Tourism state and Central governments, he said. destination and develop enabling eco- The plan is to raise at least INR 100 crore system for the growth of cruise tourism in for the promotional activities in the first one India. A Workshop was organised by year, he said. Ministry of Shipping in Delhi to discuss Swadesh Darshan: State to submit 'Action Plan for Development of Cruise proposal for launching two tourism Tourism in India'. circuits Speaking on the occasion Nitin Gadkari, The Uttarakhand Ecotourism Corporation Union Minister for Shipping, Road will submit a proposal to the Centre for Transport and Highways said that Cruise launching two tourism circuits under the Tourism is one of the fastest growing Swadesh Darshan scheme. Uttarakhand components of the leisure industry plans to develop Thano-Sanjay Jheel- worldwide, and can be a major growth Chaurasi Kutia-Ranichauri-Dhanolti- driver for the Indian economy by Devalsari and Chila-Rasiyabad-Sneh- generating huge employment opportunities. Kolhuchaur-Kanvashram circuits connecting He also highlighted the role of cruise Rishikesh, Rajaji National Park, Haridwar, tourism as an employment multiplier with 1 Tehri, Mussoorie and Kotdwar. Covering job for 3-4 passengers. With India having the three circuit concepts of Himalayan, the potential to cater to 700 cruise ships per ecotourism and wildlife, the proposal is at year as against 158 handled this year, the its final stage. The Union ministry of cruise industry can generate more than 2.5 tourism had launched the Swadesh Darshan lakh jobs for ten lakh cruise passengers, scheme for developing theme-based tourist giving a big boost to the country's

Journal of Tourism, Volume XVIII, No. 1, 2017 69 economy. He further informed that cruise 2013 in March 2017. Taking up the issue of terminals are being developed at five major development of eco-tourism in the State, ports Mumbai, Goa, Cochin, Mangalore Uttarakhand Eco-tourism Corporation is and Chennai. In addition, the transport preparing a road-map for developing eco- potential of 111 inland waterways will also tourism circuits in the state. In the first be tapped. Work will start for developing stage, these circuits would be developed ten inland waterways by the end of this around Forest Rest Houses while ensuring year. that villages located in and around these Kerala targets 50% increase in foreign circuits are linked to eco-tourism activities, arrivals by 2021 ensuring their livelihood development and The Kerala government is looking for income generation. A meeting in this regard doubling the number of domestic tourists was organized at Lansdowne, which was and is targeting an increase of 50% in chaired by Forest and Environment foreign arrivals by 2021, told Minister, Uttarakhand. Speaking at the Kadakampally Surendran, Minister of meeting, Minister for Environment and Tourism, Government of Kerala. He said Forests, Dr. Harak Singh Rawat said that that digital platforms are the key to achieve although Uttarakhand is a hub of religious this aim. Surendran inaugurated the second tourism but so far the state has not been edition of International Conference on able to evolve as an eco-tourism Tourism Technology (ICTT) in Kochi. destination. Through Eco-tourism ICTT is one of its kind conferences Corporation, State is making sincere efforts organised by Kerala Tourism and in this direction. “Considering the natural Association of Tourism Trade Organisation and scenic beauty of our state there exist (ATTOI) which features eminent speakers huge potential for developing Uttarakhand from varied backgrounds for sharing as a hub of eco-tourism activities,” he said. insights on how to make use of technology Dr. Rawat said that eco-tourism promotion to brand, market and sell tourism products was important from the standpoint of and services. “Year after year, we see a enhancing livelihoods of local communities. constant growth in the number of tourists Anup Malik, Managing Director of we host. Hence the industry needs to evolve Uttarakhand Eco-tourism Corporation and in accordance with the changes in global Chief Project Director of JICA funded market. Kerala Tourism has been exploring Uttarakhand Forest Resource Management new media as a key platform and has Project (UFRMP) made a detailed witnessed the reach and response to it,” he presentation at the meeting. He informed noted. Terming the ICTT as “the gateway that a total of 30 Forest Rest Houses spread to improve our social media presence”, he across Pauri, Almora, Champawat, said it would eventually enhance the Dehradun, Haridwar, Nainital, Rishikesh, tourism sector. Tehri Garhwal districts were proposed to be Uttarakhand to develop 5 eco-tourism taken up under this initiative under 5 circuits in the State circuits. Uttarakhand Eco-tourism Development Uttarakhand to develop Himalayan hot Corporation has been established in the springs spas at six locations to boost State with the sole aim of developing eco- wellness tourism tourism sector purely on professional lines. India is home of over 350 hot springs and Eco-tourism Corporation, created by a Uttarakhand is home to about 62 hot Government Order in May 2016 became a springs. The state tourism department is section 8 company under Company Act focusing on developing these geo-thermal

70 Journal of Tourism, Volume XVIII, No. 1, 2017 hot springs based wellness spa as the best ago presented strong evidences backed by geo thermal wellness destination in the robust research data about the importance world. The objective is to tap high end of Sukhatal for the survival of Naini, the tourists, the niche segment, through it. In authorities concerned remained impervious the initial stages, the destinations which to suggestions. have been selected for the project in the The Naini-Sukhatal connection was further state are Madkot in Pithoragarh on the elucidated by a study carried out by Centre banks of Gori Ganga river, Gaurikund in for Ecology Development and Research Rudraprayag on way to Kedarnath, (CEDAR) in collaboration with Cambridge Badrinath, Rishikund onway to Gangotri University by top Himalayan geologists and and Suryakund at Chamoli in Yamunotri. environmentalists in April 2015. It also Apart from Madkot, the remaining sites pointed out the significance of Sukhatal in have been selected in the Char Dham. Naini's survival. The study suggests Revive Sukhatal for Naini lake survival, Sukhatal provides more than 40% suggest expert subsurface flow to Naini round the year, Sukhatal, which feeds Naini lake of 40-53% especially during drier months. The water is in dire condition owing to apathy capacity to absorb large amount of of the government and the district rainwater is the biggest service of Sukhatal, administration which fail to protect its which is part of the Ayarpatta ridge largely catchment area from unauthorized composed of limestone and dolomite encroachments leading to depletion of characterised by karst features, which hold water, and its impact is visible on Naini huge amount of water and allows lake, the water level of which has fallen subsurface flows not only to the lake, but about 14 feet below normal. After also to the single largest spring renowned classical singer Shubha Mudgal 'Pardadhara'. In June 2016, in a bid to save and more than 1,200 others signed a Sukhataal, the Uttarakhand high court petition on 'change.org' recently urging hearing a public interest litigation filed by Uttarakhand chief minister Trivendra Singh Ajay Singh Rawat in 2012 had ordered the Rawat to save the Naini lake from dying, removal of encroachments, and directed experts pointed out that 'ecological IIT-Roorkee to submit a detailed project ignorance' at every level of governance is report (DPR) about beautification and responsible for the dilapidated condition of recharge of Sukhataal area. Following Sukhatal, barely one and half kilometres which, a DPR on the preservation and from Naini lake, which feeds the latter after resurrection of the area was prepared by September when monsoon is over. Prof experts from geology department and IIT- Bhaskar Vira, director, Cambridge Research Roorkee, which was also submitted to the Institute, University of Cambridge, the state government, besides the court. United Kingdom, said, "Nowhere it is more IIT-R report recommending development important than the Himalayas, where the of Sukhatal as a tourist destination combined pressures from climate change, opposed by experts demography, and migration are impacting A detailed project report (DPR) prepared by water resources and lives. It is vitally IIT Roorkee (IIT-R) to rejuvenate the important to protect and rejuvenate our Sukhatal lake in Nainital has met with wetlands and ecologically-critical water opposition from experts who have termed a zones, using best available knowledge." few suggestions mooted in the report Despite National Institute of Hydrology, a regarding boosting of tourism to Sukhatal premier research institute, nearly 20 years as being detrimental to the ecology of the

Journal of Tourism, Volume XVIII, No. 1, 2017 71 region. The report was ordered to be to TravelBiz Monitor on the sidelines of the prepared by Uttarakhand high court last FICCI organised Tourism Investors Meet in year while hearing a PIL filed by local Delhi, Sundaram said that the government activist Ajay Singh Rawat regarding is in the process of pooling land for tourism encroachments in Sukhatal. Sukhatal Lake development in the state. He said that the is important for the region because almost government has identified about 100 acre 40 to 50 % of the water in Naini Lake, the land parcel above the famous Tehri Dam lifeline of Nainital, is recharged from for developing water sports and hospitality Sukhatal. The IIT-R DPR proposes infrastructure. The government has also got constructing a permanent artificial water the area surveyed by Geological Survey of body in Sukhatal as a tourist attraction India, he said. “We will develop the basic which will involve building a restaurant, infrastructure there and then either sell or lifts and other facilities. This has been met give it on lease to private investors to with objections from experts who say that if develop water sports facilities, hotels, this construction happens, the sub-surface wellness centres, etc.,” he said. water flow from Sukhatal would further Considering land acquisition is not easy and decrease the level of Naini Lake which has complicated, the government is going for this season already plunged to an alarming outright purchase, he said. Apart from Tehri 18 ft below normal level. “The signs of Dam, the government is also looking at tampering on the Sukhatal lake bed are taking over couple of land parcels which already visible through the decline in the are in the custody of various departments of Naini lake water levels. Any further the government for tourism related tampering will hamper the dry period development. He said that the department recharge that Sukhatal provides to Naini will create land banks for tourism Lake,” said KS Valdiya, eminent geologist development in Pithoragarh once the and former vice-chancellor of Kumaon airstrip gets operational. He expressed hope University. These concerns were echoed by that Pithoragarh will be part of the second SP Singh, former vice-chancellor of round of bidding under the UDAN scheme Garhwal University, “Creating a reservoir, of the Ministry of Civil Aviation. When or storing huge quantities of water in the invited his attention to Uttarakhand vicinity of Sukhatal which lies near an Tourism Minister's statement on developing existing fault line, will be a monumental Uttarakhand as the adventure tourism hub, mistake as any tectonic activity may lead to especially for winter sports like Skiing, breaking up of the reservoir resulting in Sundaram said that the government already disaster. has a Ski resort complex in Auli, which Uttarakhand tourism's new tourism would be upgraded with the participation of policy to be ready by next month the private sector. “We want private players The new government in the State of to come, upgrade and run the facility,” he Uttarakhand will soon come up with a new said. Apart from Auli, the tourism Tourism Policy for the State. According to department is also looking at developing Dr R Meenakshi Sundaram, Secretary new Ski resorts in Dayara Bugyal in Tourism, Uttarakhand, the new policy will Uttarkashi and Betuli Dhar in Pithoragarh, be announced towards the end of August. he added. The new policy is expected to give thrust to Travel Companies, Hotels Now on a the State's great potential in spiritual Spiritual High tourism, adventure tourism, etc. with While tour companies offer special participation of the private sector. Talking packages for religious destinations, hotels

72 Journal of Tourism, Volume XVIII, No. 1, 2017 are setting up properties in these places. popular for its Buddhist nodes, the Dalai With the launch of Darshans in August, Lama's temple and the Namgyal monastery. SOTC became the first travel service “Religion is an indispensable part of the provider to offer over 40 curated end-to-end Indian culture and travelling to religious itineraries covering 60 popular spiritual places comes with it. Several concepts such destinations in India. “Spiritual tourism is as experiential tourism and g wellness the single largest category in domestic tourism have emerged lately in the tourism tourism which is an untapped, fragmented industry in India and it won't be incorrect to opportunity, “said Vishal Suri, managing say that religious tourism has also picked director, SOTC Travel. A company survey up”, said Straub. Last month, the Hilton found 53% respondents interested in opting and Double Tree by Hilton announced the for a pilgrimage if a reputed operator signing of a management agreement with provided it. “Indians are seeking a Trillion Real Estate and Properties to preplanned, organised and comfortable launch Double Tree by Hilton in Shirdi. spiritual travel experience. Pricing of our Scheduled to open in the first half of 2019, products has been worked around to suit the property will be located in the historical every budget, offering travellers a seamless town centre and marks the chain's entry into spiritual journey” said Suri. Even the pilgrimage destination segment. international hotel chains are taking note of “Double Tree by Hilton Shirdi will mark the growth in religious and spiritual tourism the brand's sixth property in this burgeoning in India. In April, Hyatt Hotels and Resorts market. As the first upscale hotel in Shirdi, launched Hyatt Place Rameswaram, its first we look forward to delivering exceptional vegetarian hotel, close to the experiences to guests”, said Dianna Ramanathaswamy temple and other holy Vaughan, global head, Double Tree by spots. It offers 101 rooms and suites and Hilton. Kaushik Vardharajan, vice- the multi-cuisine 24*7 Gallery Cafe president, development, India, Hilton, said restaurant. According to Kurt Straub, vice- the property will give them a first mover president, operations, Hyatt, “Earlier, advantage among both domestic and people who wanted to visit the famous international tourists. Raj Rana, chief temples would stay at Madurai or Chennai executive, South Asia, Carlson Rezidor, and visit Rameswaram for only a day or said the company is looking out for two, this was in part due to lack of opportunities in the Buddh Circuit, besides hospitality brands and stay options. With destinations like Madurai and Hyatt Place in Rameswaram, we now offer Rameshwaram. Carlson Rezidor has brands the guests a better choice of stay and such as Country Inn and Suites, Radisson hospitality”. Hyatt is looking at venturing and Radisson Blu and already runs a into Himachal Pradesh next year, with the Country Inn and Suites in Vaishno Devi. Hyatt Regency McLeod Ganj, a town

Compiled by: Vaibhav Bhatt Assistant Professor Centre for Mountain Tourism and Hospitality Studies HNB Garhwal University (A Central University) Srinagar (Garhwal), Uttarakhand

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