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

Vol. XVVol.II, IN, oN.,o .2 02,1 2017

Centre for Mountain Tourism and Hospitality Studies (CMTHS) HNB Garhwal Central University, Srinagar Garhwal, India Journal of Tourism Vol. XVIII, No.2, 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 Editor : Rashmi Dhodi, Ph.D., H.N.B. Garhwal University (A Central University), Uttarakhand, India Managing Editor : 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 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 Note From The Guest Editor

Journal of Tourism is pleased to present it's yet another issue devoted to alternative tourism. Alternative tourism is the buzz word these days across all developing and developed countries that have concern over their environment, resources and people. Many methodologies have put forward to reduce negative occurrences as alternative strategies. Accordingly, many researches have been carried out by various researchers across the world and journal of tourism has invited contributions from prospective researcher and received many manuscripts related to the broad aspect of alternative tourism. As Journal of Tourism never compromises on quality manuscripts, the review team comprised of eminent scholars have recommended the five research papers and one conceptual note on the theme. The first research paper named “Intangible Cultural Heritage and Experiential Tourism: A Netnographic Analysis of Tourists Engaging in Craft Based Tours in Jammu and Kashmir” by Asma Bashir and Bharti Gupta explores how the intangible cultural exhibits add value to tourism as an additional tourism product through netnographic analysis. The second research paper titled “A Practical Approach for Tourism Development: Moderating Effect of Perceived Value of Tourism Development” authored by Ashok Singh and Nikita Maheswari argues in favor of the perceived value of tourism development to influence the quality of life domain perceived by residents, their life satisfaction, and their attitude towards tourism development and proposes a model which integrates perceived impact of tourism to perceived well-being, thereby integrating the sociological aspects with tourism. The third research paper “Bird-watching and Wildlife Tours: Alternative Tourism Escalates Niche Tourism Markets? Aptness of Sarawak State, Malaysia” authored by Fency Sivadasan discusses about the significance of alternative tourism and its close relation to nature based tourism. Author further opines that niche tourism products such as bird watching and wildlife tours shall be an effective alternate to the existing tourism products. She also points out the various destination specific approaches followed across continents towards alternative tourism. She also proposes various models for alternative niche tourism with regard to the study area. The fourth research paper titled “A Tourism Area Life Cycle (Talc) Study of the Kuruva Islands by Anjana A S and Stephen Mathews opines about the concept of tourism area life cycle, its significance with the tourism attraction. Kuruva Island, one of the major attractions of Waynad region in the Kerala state is subjected to learn its stage in TALC. Authors suggest appropriate strategies towards the development of the said study area on all its stages. The fifth research paper named “Sustainable tourism in Gujarat- Views of community” by Rajul Balmukund Mistry and Renuka Garg records the views of community members on sustainability tourism with different set of constructs to measure the opinions of the members of the particular region of Gujarat state of India. Authors also opine the community member response on impacts and proposed suitable model affecting sustainable tourism in region. Lastly, the conceptual note by L.Thamarai on “Some Views on Alternative Tourism” shares useful input for the effective practice and implementation of alternative tourism. Inputs stand as an important criteria for policy formulation and shows major thrust on community members and redefining the existing meaning of tourism. Finally, I am sure that the present issue is an interesting piece with short and crisp papers of the said theme, would entertain the readers and benefits the researchers of tourism besides energising the policy makers. I, on behalf of the Journal of Tourism family extend heartfelt thanks to our respectful reviewers and beloved subscribers for their continuous support and patronage showered on us.

A. Suresh Babu Journal of Tourism An International Research Journal on Travel and Toursim Vol. XVIII, No.-2, 2017 ISSN:0972-7310

Contents S.No Research Paper Author Pag e Editorial Note 1 Intangible Cultural Heritage and Asma Bashir 1-18 Experiential Tourism: A Bharti Gupta Netnographic Analysis of Tourists Engaging in Craft Based Tours in Jammu and Kashmir. 2 A Practical Approach for Ashok Singh 19-29 Tourism Development: Nikita Maheshwari Moderating Effect of Perceived Value of Tourism Development 3 Bird-Watching and Wildlife Fency Sivadasan 31-47 Tours: Alternative Tourism Escalates Niche Tourism Markets? Aptness of Sarawak State, Malaysia 4 Tourism Area Life Cycle (TALC) Anjana A S 49-62 -A Case Study of the Kuruva Stephen Mathews Islands 5 Sustainable Tourism in Gujarat Rajul Balmukund 63-81 Views o f Community Renuka Garg 6 Some Views on Alternative - L. Thamarai 83-84 Tourism 7 Seminar proceedings 85-86

8 News and Views 87-93

9 Call for Papers 95-97 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 Intangible cultural heritage and experiential tourism: A Netnographic

Intangible culture, Analysis of tourists engaging in craft craft, authenticity, experiential tourism based tours in Jammu and Kashmir

ASMA BASHIR BHARTI GUPTA Department of Tourism and Travel Management School of Business Studies, Central University of Jammu, India

Abstract INTRODUCTION ourism based on intangible cultural resources has The research focuses on how tourism is co-produced received increased attention in its ability to provide between the informal Tsustainable and meaningful tourism experiences. environment and individual Intangible Cultural Heritage (ICH) is embodied in those tourists using a case of practices, expressions, knowledge, and skills, as well as in traditional craftsmanship of associated objects and cultural spaces, that communities and Pashmina craft of Jammu and individuals recognize as part of their cultural heritage. This Kashmir. The purpose is to identify the elements that global wealth of traditions has become one of the principal make tourists' cultural motivations for travel, with tourists seeking to engage with encounters (serendipitous or new cultures and experience the global variety of performing planned) experiential. The arts, handicrafts, rituals, cuisines, and interpretations of research therefore attempts to nature and the universe. Intangible culture is at the heart of add to the existing body of experiential forms of tourism. While there have been studies knowledge by exploring the basic question of 'what makes stressing on 'sustainability' (Du Cros, 2001; Zhang & Cheng, cultural tourism based on 2008), 'safeguarding' role of tourism based on intangible i n t a n g i b l e c u l t u r e culture, very few studies emerge which have studied the experiential?' Cultural experiential tourism based on intangible culture from a tourism and crafts tourism tourists' perspective. Intangible cultural heritage not only encourage staging of represent inherited traditions from the past but also experiences, however this study attempts to understand contemporary rural and urban practices in which diverse how a tourist innovates and cultural groups take part. interprets everyday life of a The 19th century grand tour and modern experiential tourism destination to achieve has one aspect in common. The individuals are motivated authentic experiences that are by the need to learn about 'other' cultures. However post- characteristic of a destination. The data has been analysed modern tourists engage in cultural tourism in search of their using netnographic analysis 'authentic self' through their consumption practices which are of 20 travel blogs. The results not necessarily through formal learning and elitist in nature. of this study have Cultural creativity is often associated with the 'high' culture, implications in marketing of often elitist in nature. The highbrow notion of culture has craftsmanship as an manifested in the destination development strategies, which intangible cultural resource. encouraged culture-led, culture-based tourism development.

Journal of Tourism, Volume XVIII, No.2, 2017 1 This strategy of development was popular other ways of life. The present study in 1990's and other destinations were quick therefore explores how tourists engage with to pick up on their success as cultural the intangible culture and construct their tourism destinations. However, the experiences in Jammu and Kashmir - one downside to this strategy became apparent of the Himalayan states of Indian as it led to homogenisation of cultures and subcontinent. serial reproduction of culture (Richards and TOURISM EXPERIENCES Wilson 2006). To counter this marketing Considering various tourism typologies and professionals as well as academicians began their continued debate, one can say that the to propose alternatives and called for a specific character of tourism experience is 'creative turn' in tourism. Tourists may derived from the change that is experienced experience creativity as a background as a result of altering habitual, temporal and within which their experiences are set or it spatial structures. Although people's needs may be the focal point of their experiences. vary and so does their quest of experiences. Creativity in tourism is more than the old In a study conducted by Csikszentmihalyi wine in new bottle narrative and it is an and Hunter in (2003), showed that time extension to cultural tourism which spent on leisure and tourism has become an emphasises the democratisation of cultural important measure of measuring quality of tourism. Creative tourism embraces the life. Urry states (1990) the increasing folk, everyday, contemporary and 'high' culture of tourism that we live in today i.e.; culture. This encourages the participation of tourism has become a way of life and communities which are otherwise excluded accessible to most people, people have from the narrative of high-browed culture. more liberty to come loose from their Embracing creativity in tourism encourages already established spatio-temporal the diversity of culture with an emphasis on constraints. This is supported by Richards intangible culture. United Nations Cultural, (1999), by indicating the shift in focus of Scientific and Cultural Organisation tourism consumption away from the (UNESCO) acknowledges the dynamism of physical goods towards services and culture and emphasises that other than the experiences. Therefore the quality of life is material culture it also includes traditions or being judged in terms of access to those living expressions inherited from our experiences. Tourism, is different from ancestors and passed on to our descendants, other industries in the sense that its core such as oral traditions, performing arts, product is essentially intangible in nature social practices, rituals, festive events, i.e.;-experiences knowledge and practices concerning nature and the universe or the knowledge and Cohen (1979) in his phenomenological skills to produce traditional crafts .Although study of tourists proposed five types of crafts are tangible cultural products, tourist's experience mode: Recreational, UNESCO categorises traditional Diversionary, Experiential, Experimental craftsmanship as intangible culture. While and Existential. Tourist in recreational fragile, intangible cultural heritage is an mode of travel is thrives on pseudo-events important factor in maintaining cultural and authenticity is irrelevant to him. The diversity in the face of growing diversionary mode of tourist experience, is globalization. An understanding of the similar to the recreational, except that it is intangible cultural heritage of different not 'meaningful', even in an oblique sense. communities helps with intercultural It is the meaningless pleasure of a centre- dialogue, and encourages mutual respect for less person. Tourist, in order to escape from

2 Journal of Tourism, Volume XVIII, No.2, 2017 their inauthentic lives, they look elsewhere form of religious quest who is fully for authentic experiences and assumes an committed to the authentic life of the experiential mode. A tourist in experiential elective 'centre' he chooses to be associated mode observes the authentic life of others with and eventually to 'convert' into. however doesn't accept their authentic ways The role of tourists in experience creation is of life or get 'converted' into their way of reiterated further by Azevedo, 2009; Eraqi, life. Experimental tourist on the other hand, 2011 who point out that tourism engages in the authentic life of others but experiences allow visitors to do things as refuses to fully commit himself to it. In active participants rather than just look at other words, in the search for himself, he them as mere spectators and engage in samples and compares different alternatives actions for self-development, explore hoping eventually to discover the one that multisensory ecosystems, and connect to suits his particular needs and desires. the host communities (Binkhorst and Den Tourist in existential mode take an extreme Dekker, 2009; Buhalis, 2001;). Fig 1: Experiential Cultural Tourism

Source: Prentice, R. (2001). Experiential cultural tourism: Museums & the marketing of the new romanticism of evoked authenticity. Museum Management and Curatorship, 19(1), 5-26. ABOUT THE AREA OF STUDY km, while the aerial distance from New Jammu and Kashmir, situated between Delhi to Srinagar is 642 km. It is accessible 320 17′ N and 360 58′ N latitudes and via road, and air. 730 26′E and 800 30′ E longitudes, constitutes the northern most extreme part of India. It consists of three regions - Jammu, the Kashmir valley and Ladakh. Jammu is famous for its temples, while the Kashmir Valley is known for its lakes and gardens and Ladakh is famous for its rugged landscape and Buddhist culture. Srinagar is the largest city and the summer capital. It lies in the Kashmir Valley on the banks of the Jhelum River. The natural beauty and picturesque locations have made it a favoured destination for tourists across the world. The road distance between New Delhi, the capital of India to Srinagar is 914 Source: Maps of India

Journal of Tourism, Volume XVIII, No.2, 2017 3 Srinagar city is spread on an area of 294 which 667,203 are males and 596,999 are Km square. As per provisional reports of females. The city of Srinagar is situated at Census India, population of Srinagar in the centre of the Kashmir valley. It is the 2011 is 1,180,570; of which male and second most populous district in the Indian female are 618,790 and 561,780 state of Jammu and Kashmir, after Jammu respectively. Although Srinagar city has District and is also the summer capital of population of 1,180,570; its urban / Jammu and Kashmir. metropolitan population is 1,264,202 of

Source: Planning & Development Department, Source: Maps of India Government of Jammu & Kashmir, Census 2011

TOURISM IN JAMMU AND J&K expects to witness 22.7 million tourist KASHMIR arrivals (India Brand Equity Foundation, Tourism belongs to the tertiary sector Government of India, IBEF). commonly known as service sector and is an important sector which plays a great role in the economic development of J&K. This sector includes sub sectors like hotels and restaurants, transport, storage and communication, banking and insurance, real estate, ownership dwellings and business services', Public administration. The tertiary sector witnessed fastest growth among the three sectors, during 2004-05 to 2015-16, witnessing growth at a CAGR of 12.2%. The growth was driven by trade, hotels, real estate, finance, insurance, communications, transport and other services. The state has huge sources and triggers for attracting tourists. As per the figures released by the state tourism department, 12,99,112 tourists, both foreign and domestic visited the state in 2016, compared to 9,27,815 tourists in 2015. Source: Maps of India During the year 2016-17, 12,74,596 domestic and 24,516 foreign tourists visited the state.

4 Journal of Tourism, Volume XVIII, No.2, 2017 The Tourism sector in the State's economy Kashmiri shawls have increasingly gained provides direct and indirect employment to the attention of tourists, both domestic and various service providers i.e. guides, international, interested in Kashmir ponywallas (pony rider), sledgewallas heritage. For tourists visiting Kashmir, (sledge rider) , travel agents; jobs in pashmina shawls is almost always a 'must- hotels/houseboats. It provides impetus to buy', a very popular souvenir and an allied sectors like Handicrafts, Handlooms authentic rendition of Kashmir's cultural and Transport, Indirect and income landscape. augmentation activities for the people in ABOUT PASHMINA vicinity of established resorts i.e. Gulmarg, The present study is based on the traditional Pahalgam, Sonamarg during peak tourist craft of Pashmina shawls made by artisans seasons, showcasing state's unique and rich based in Srinagar city, summer capital of cultural and heritage assets. The Jammu and Kashmir State of India. Handicrafts and Handloom Sectors occupy Pashmina is the name of the finest an important place in the economy of the handmade woollen fabric made from the State. These Sectors engage more than 0.41 soft, downy undercoat that grows on the milion people as Artisans and Weavers the neck and belly of the Himalayan mountain export of the Handicrafts and Handloom goat, Capra Hiracus primarily found items during the financial year 2015-16 has primarily in the Ladakh region of the state been of Rs 10594.1 million (J&K, Jammu and Kashmir. The raw fibre is Economic Survey Report 2016-2017). In called Pashm. when woven it is called Pashmina shawl trade more than 0.3 million Pashmina. The raw Pashm is made weavers are making their livelihood (J&K, available to the weavers located at different Economic Survey Report 2010-2011 p.361). places like Kashmir and Basohli of Jammu Kashmiri shawls were well-known exports region of the state. The Pashmina shawls within Asia and moved through established woven in the Kashmir region are famously trade networks linking international areas of known Cashmere (as called in the West). demand long before the shawls became What makes Kashmir Pashmina shawl European commodities. superior to any other is not just the fineness Kashmiri shawls are mainly of three types but the intricate and highly skilful and wool, pashmina and shatoosh. Woollen beautiful art work of embroidery called shawls are cheapest in price within reach of locally as “sozni” (Kashmiri needlework). the most modest budget, and shahtoosh The craft of Kashmir Pashmina has been being a one-in-a-lifetime purchase. Many awarded Geographic Indication (GI). A kinds of embroidery are worked on shawls, geographical indication establishes the link however it is on pashmina shawls that of particular goods with their specific Kashmir's most exquisite embroidery is geographical origin and possesses qualities, executed, sometimes covering the entire reputation or characteristics that are surface, earning it the name of 'jamawar'. essentially attributable to that place of Motifs, usually abstract designs or stylised origin. The historic origin of Pashmina paisleys and flowers are worked in one or begins in 14th century with the advent two, and occasionally three subdued organised Islam to Kashmir by Sufi saint colours. The fineness of the workmanship Mir Syed Ali Hamadan. Along with him and the amount of embroidery determines came new ideas, arts, crafts, and the value of the shawl. The fineness of architecture too. The Syeds made various embroidery and raw material in the shawl settlements belonging to different arts and represent a way of life of Kashmir. The

Journal of Tourism, Volume XVIII, No.2, 2017 5 crafts in Kashmir and were named after the impressed was the khedive with this exotic trade and craft they belonged to. These work of art that he gave it to Napoleon settlements exist even during present times Bonaparte, who presented it to the future and represent the living heritage of the empress Josephine. From that time on, art and craft of Kashmiri Pashmina. Pashmina has enraptured Westerners, with Historically speaking, this craft is over six European royalty and wealthy women centuries old. In 1796, Abdullah Khan, the including these shawls as an essential part Afghan governor of Kashmir, gave an of their wardrobes. exquisite Pashmina shawl to Sayyid Yahya, The Pashmina products cluster is mainly a guest from Baghdad, who in turn concentrated in Eidgah area of district presented it to the khedive of Egypt. So Srinagar of Jammu and Kashmir.

The constituent areas of the cluster include products for all these years. However, the Zoonimar, Saidapora, Firdous colony, mechanisation of the process of shawl Khaiwan, Rathpora, Ganderpora, making has created competition and many Laigerdora, Shaheed Mazaar, Wanganpora, communities have lost their livelihoods, and Bagwanpora, Waniyar, Narwara, Wantpora, some have even stopped to pursue the craft. Tangbagh, Armpora and Merjaanpora. This has hit traditional Pashmina shawls Pashmina craft in the Eidgah cluster has a industry and has encouraged the growth of history of around 600 to 700 years. counterfeit Pashmina in the market. The The people of the cluster have been craft is now dying a slow death, as the dedicatedly involved in the manufacturing future generations do not see it as a of plain and embroidered pashmina profitable endeavour.

6 Journal of Tourism, Volume XVIII, No.2, 2017 Fig 2: Basic Information of the Craft Cluster

Fig 3: Traditional Method of Making Pashmina Shawls in Kashmir

Journal of Tourism, Volume XVIII, No.2, 2017 7 Fig 4: The Process of Making Kashmiri Pashmina Shawls

Source: Sheikh, F. A. (2014). Community innovations in the informal sector: Study of Kashmiri Pashmina shawls. New Delhi: Centre for Studies in Science Policy, Jawaharlal Nehru University.

The process of making plain pashmina THE PROBLEM STATEMENT shawl is a time consuming and laborious Crafts are a manifestation of craftsman's task which entails at least 14 steps. Each creative self. Their work is a representation task is performed by communities of the cultural landscape of a place and is specialised in that task, for example dyers inevitably an existential activity of self constitute a specific community and are (Peter Dormer, 1997). In tourism, crafts are called 'Rangrez', burling is done by often studied from an economic and 'purzgar' so on and so forth. Intricate utilitarian perspective and very little embroidery is done on plain pashmina attention has paid from social perspective. goods to add value. Depending upon the While intangible culture has been explored type, span, colours and designs used the from the perspective of sustainability price of a shawl is determined. Given the dimension and cultural heritage amount of time and labour that making of a management emphasising on protection and pashmina shawl involves, the prices are conservation of culture, the process of usually steep because of their artisanal tourists' construction of experiences based value. on intangible culture is under-researched

8 Journal of Tourism, Volume XVIII, No.2, 2017 and very little is understood from the consumption of tourism products (Bosangit, tourists' perspective. The present study et al.). In addition the authors have also attempts to identify these constructs using examined tourist blogs to understand how an example of traditional craftsmanship tourists construct order and meaning therefore addressing the question 'How making process of their travel experiences. tourists construct experiences based on METHODOLOGY intangible culture?' The study is qualitative in nature and WHY TRAVEL BLOGS? adopts an interpretive netnography Travel blogs are a manifestation of travel approach to explore what tourists reveal in experience (Pan et al, 2007). Marketing their blogs after taking a craft tour and research based on online communities is identify what makes it experiential to them. called “netnography” (Kozinets, 1998) Netnography, is a web-based research which is increasing in its popularity as a technique developed by Robert Kozinets qualitative method of research. Because an within the framework of consumer research increasing number of consumers share their (Kozinets, 1997, 1998, 1999, 2002, 2006; experiences online with other people Kozinets, Hemetsberger, & Schau, 2008) through blogging, travel blogs provide an cited in Mkono, M. (2012). Although in its massive amount of data for destination infancy, it has in recent years been adapted marketing organisations (DMOs) to to various research areas (Dwivedi, 2009; understand tourists description of Kozinets, 1997, 1998, 2002, 2006; Langer experiences at the destinations and their & Beckman, 2005). Netnographic research attitudes towards them (Wenger, 2008). The involves searching for and analyzing travel blogs are similar to a form of diary, relevant computer-generated data to address and a digitised form of 'word of mouth identified research questions, however the communication'. It has been argued that the authors couldn't locate any netnographic growth of blogging sites has facilitated studies which examine the tourist discussions which impact consumer's experience of engaging in craft based tours. decision making, affect destination images In that sense, this study is unique and adds and even a reversal of power in to the existing body of knowledge. communication networks by putting Sampling: A purposive sample of 20 traditional information suppliers at a independent travel blogs written by tourists backseat (Wenger, 2008). Researchers who have visited a Pashmina craft (Nardi, Schiano, Gumbrecht, & Swartz, workshop and documented their 2004; Pan et al., 2007; Volo, 2010), argue experiences online on personal weblogs bloggers are often driven by intrinsic provided the interpretive data for the motivations and are completely unplanned, current research. The sample for this study authentic and relatively without researchers was drawn by performing a search query on interpretation and descriptions of travellers' Google Blogs using key words such as true tourist experiences Travel blogs are Kashmir, travel, Pashmina, craftsmen of useful for collecting emic (insider's) Kashmir and other combination of interpretations of travel experiences which keywords. A blog may contain videos, tourism managers can use to improve comments by other users, pictures, however visitors' destination experiences (Martin & for the purpose of this study only the Woodside, 2011).Besides its usefulness in textual content was selected for analysis. business and marketing of tourism Thematic inductive analysis was employed destinations, travel blogs offer a deeper to identify the themes of experiential understanding of bloggers' production and cultural tourism. Initial codes were

Journal of Tourism, Volume XVIII, No.2, 2017 9 classified under categories and the themes Du Cros, B. (2003) as (a) purposeful were developed by merging and rearranging cultural tourists and (b) serendipitous these initial categories and comparing and cultural tourist. contrasting them based on their similarities While the tourists who visited the workshop and differences. The data has been hand had similarities in the way they constructed analysed systematically via coding in three their experiences (depth) and had written stages (open, axial and selective coding). their experiences, the two categories RESEARCH FINDINGS differed on following grounds While determining the typology of the  Purposeful cultural tourists had planned tourists involved in the craft tours was their trip through a travel consultant and beyond the scope of this paper, it was signed up for the tours before reaching deemed useful to mention that two types of the destination (Pre-trip). They were cultural tourists emerged among the strongly motivated by the desire to learn participants of craft tours. Such and gain a cultural experience true to categorisation helped in refining the destinations' stereotypical characteristics. understanding on the behaviour of tourists  Serendipitous cultural tourists on the visiting the craft workshop. The tourists other hand were dominated by their identified were categorised according to the sense of discovery and exploring the typology of cultural tourists proposed by unknown and learning was an outcome

Fig 5: Categorisation of Cultural Tourists (Author's Conceptualisation)

(a) Purposeful cultural tourist (b) Serendipitous cultural tourist

Based on the analysis, following themes have been recognised. 1. Informal interaction 2. Informal Settings 3. Perceived Novelty 4. Mindfulness.

10 Journal of Tourism, Volume XVIII, No.2, 2017 THEME 1: INFORMAL 'To see it so close is both beautiful and INTERACTION heartbreaking: beautiful because it is, This theme represents the informal and heartbreaking because of the way interactions such as conversations with the each man cradles the length of guide, driver, locals, artisans etc. The pashmina in his arms, letting it fall content of these conversations reveal around his legs; heartbreaking because tourists interest and their curiosity in the there is something gestational about craft. The people they met along their travel spending so long creating one object.'- had a significant role to play in shaping Hanyah, personal Weblog their experience. As one of the tourist wrote 'I am thinking of the aggregate hours of on her blog: 'It was our first morning in work, many thousands of them, which Srinagar when we met a tuk-tuk driver who are woven in its soft folds'. Rosie insisted that we go with him for the local Thomas, The Guardian blog sightseeing. We resisted but gave in to the 'We spoke of this and that - of crafts, promise of him showing us parts of the city the difficult times faced by craftsmen, of which “no one else does” and the journey the wonders of Kashmir and its with Manzoor Autowala began'- Sneha, treasures (which, according to them was Mygolablog. the culture and hospitality that far These people may or may not directly be a outshone the natural resources), of their part of tourism system. Interactions with experiences in selling the products locals such as tour guide, passerby, friends, within and outside India and so on' , driver, and salesman sparked their interest 'For a family that won numerous in participating the experience. Another one accolades over the years, they feel that describes his interaction as follows: the applause is not good enough to 'This guy was a party in himself; prevent this art from dying.' Anjali wherever he went he knew someone or Rao, personal weblog the other. He managed to take us into 'The master craftsman must sit with the the homes of craftsmen of all trades' shawl for six hours every day to create Tripoto the colorful motifs that adorn the shawl. 'A shopkeeper asked us to seek out the The floral patterns are so closely craftsmen's houses to see the carpet embroidered with silk threads that the making. Manzoor, it turned out, did pashmina base is barely visible'. “Since know his city well. He weaved through it takes up a really long time to finish endless mazes and to the very bowels of one piece of work, the younger the city. All along the way, I had my generation is not interested in pursuing fingers crossed; I had always loved it further''- Sheetal, personal weblog those Pashmina and the Sozni shawls'- Emotions such as excitement, happy, gloom, Tripoto nostalgia were evoked during What is more important from the conversations. perspective of this paper is how tourists 'And I was wonderfully surprised to find construct their experiences when engaging many vestiges of that Kashmir on my with artistic creativity. The blogs have recent return' 'It was entrancing to slip description of interaction with the craftsmen back into the sort of lake life I'd enjoyed and revealed about the role of a tourist as a child'. while engaging with the craftsmen. As one The conversations were not limited to just of the tourist notes: the object or artefact, the tourists showed

Journal of Tourism, Volume XVIII, No.2, 2017 11 interest in reading the artefact or craft search for experiential authenticity, through object as a text. The weblogs had direct experience. Again, for such tourists, description of craft, its historicity, its watching craftsmen work in their creative challenges, workmanship, designs.. Because milieu was described, spiritual, life- these interactions aren't governed by any altering, moving, beautiful, soft, creative, conventions and depend on the creativity, painstaking, artistic etc. Such descriptions skills and willingness of tourists to engage of the experience portray how aesthesis is deeply, almost all tourists exoticised and provoked among tourists while coming in romanticised the craft. contact with authenticity. This is 'but when you come to Kashmir to shop, particularly why the blogs are helpful in you're in fact following a long tradition, understanding. Post-trip elaboration of the one that began in the Mogul era, when experience helps understand the tourist 'self' the emperors began spending their better as they reflect upon experiences. summers in and around what is now While tourism itself cannot determine the Srinagar, in the region's east'. authenticity of the experience, tourists in Tripadvisor such case constructed learned authenticity 'But it is the motifs that contribute to the of their experience. timelessness of the art. Ranging from THEME 2: INFORMAL SETTING flowers and fruit-laden trees to scenes This theme represents the sense of place. It from the royal court, the stunning includes those dimensions of informal designs hark back to an era of environment which were described by the splendour and grandeur'.- Tripoto tourists in their experience creations. The 'I am always attracted by their nature- experience was shaped by the people, inspired patterns and skillful use of places, stories, myths, feel of the place or colour. Flowers, trees, birds and the 'terroir' , which includes history, local animals inspire their papier-mâché, traditions and cultures, religion, industry, carved walnut woodwork, metal work, the natural environment, cuisine and arts, as crewelled curtains and their woven and well as attractions and events. Many blogs embroidered pashmina shawls'- Break- described the settings elaborately. This away.in blog. included the, workshop of craftsmen, the This was further deepened by the myth lanes leading to it, the sounds, history of creation and storytelling about the craft, its the place and craft, landscape etc. and an historical aspects, artisans, designs, use of extended hospitality of craftsmen at their color, its relation with the natural environs home as well. etc. 'The charming owners were our hosts, 'Behind the warnings of flash-mob and taking us (when little legs would allow) violence, Srinagar sits quietly with walking, pony trekking, fishing; cooking passionate stories waiting to be told'. 'It us meals gently infused with Kashmiri is always the personal stories that make saffron and other spices; brewing us travel worth everything that it is. I am a deliciously aromatic kahwa, Kashmiri- proverbial vagabond always in search style green tea flavoured with of that authentic experience'. Sneha, cardamom and cinnamon' - Break- personal Weblog away.in blog. Not all tourists had come to buy shawls but The description the workshop settings have just gain a 'local', 'authentic', 'non-touristy' been discussed by many bloggers in their experience, thus suggesting at the tourists' post-trip weblogs. Most of the tourists'

12 Journal of Tourism, Volume XVIII, No.2, 2017 description of their experience included a 'We climbed up a few flights of stairs to keen observation of the physical setting of enter a large, many-windowed room the workshop and describing the aura in the with a threadbare carpet covering the room, its light, colour, airiness, observation entire floor. There was a basket of yarn about the people, placement of objects etc. in one corner and a large mass of old As one of the tourist expressed, threads hanging on the opposite wall. 'Beigh was renowned among pashmina This was all the equipment in the cognoscenti for the quality and karkhana!'- Sujata, personal Weblog complexity of the work produced in its 'Back in Srinagar I enjoyed an workshop, a large, airy, sunlit rectangle absorbing morning tour around the of a room directly across from its venerably tumble-down city. As we second-floor shop. Here, in this room, visited mosques and browsed markets, sat five men, each leaning against a she explained how craftsmanship is wall, stitching designs on his own inherent in Kashmiri culture'- Saloni shawl. Here, too, all was silent, the only Goyal, Tripoto sound the barely audible pluck and Watching the craftsmen working in their whoosh of a length of silk thread being organic environment help tourist to pushed and pulled through wool' contextualise the work of artisan as well as ;“These artisans are in a state of lend a sense of authentic experience. meditation,” - Hanya Yanagihara, Informal settings catalyse informal Condé Nast Traveler conversations which are expressively It is a modest looking two-storied house written in the weblogs. The conversations with six rooms. The top floor has two often go beyond the object of craft and huge rooms that serve as the workshop. extend into the social life of craft. The One of the rooms holds the finished informality of the atmosphere allowed of products. There is no furniture in the self-expressiveness of both tourists and the work room except for wooden toured. cupboards that store the silk threads THEME 3: PERCEIVED NOVELTY and shawls. Anjali Rao, Reuters Blog Both purposive and serendipitous tourists Another one described: sought a novel experience, something out of 'Climbing up the stairs of the house ordinary. Some described the experience as Manzoor took them to, Sneha walked off-beat; local experience and some into the Beigh family a massive sized described it as unique experience. The room where three men sat quietly sense of adventure was evident in the working on their craft. Unassuming and narratives describing the location hard to smiling by the window was the oldest of find adding to the sense of discovery. the three. The walls were covered to it's 'We ventured deep into the streets of last inch with framed certificates, Srinagar', 'trying to find authentic medals and trophies. There were products even within Kashmir is quite a photographs of the Presidents of the job'. The veggie wanderer, Tripoto country and others giving away awards It was a bout of the ordinary and was and recognition to each of these men. threatening to remain that way when Ali Muhammad Beigh is the old wizard came the weavers; We told him it wasn't of craftsmanship weaving silk into some working and that's when the magic of the most gorgeous shawls in the happened. He took us to a tiny little world'. place where we could see people

Journal of Tourism, Volume XVIII, No.2, 2017 13 making Kashmiri carpets and rugs.- even majestic, about witnessing this Hymakar, personal weblog work and something about the silence 'The Beigh family 'karkhana' (a factory) of the room, the almost palpable was in a small lane flanked by large collective concentration of the men, houses which had no names or signs makes the place seem more like a anywhere!' Shubh Yatra temple than a workshop. I mentioned THEME 4: MINDFULNESS this to Renuka, and she said that what I was sensing was in fact a kind of The tourists engaged all their sense in their transcendence, a moving to another experience creation. The tourists were realm that is possible only through conscious of settings and responsive. While this delicate, difficult, exacting work'. the experience may not have included the Hanya, Condé Nast Traveler actual learning of the craft, active listening, observation and participation helped co- DISCUSSION OF THE RESULTS creating of experience. Experiencing the AND IMPLICATIONS craft in its original setting allowed a This study used published travel blogs multisensory engagement with the narratives in order to understand how surroundings. The informal settings allowed tourists construct experiential elements tourist to be more self-expressive, exhibit while engaging in a craft tour. The results curiosity, ask questions, and observe more, suggest that tourists perceive an than just being mere receptors of experience authentic if it happens in its information. The creative milieu at the organic and natural settings. As it appears workshop is discussed elaborately from the data, most of the bloggers wrote describing the atmosphere juxtaposing it about the craftsmen, their work in their with their inner feelings often reflecting original setting which added to their upon the creative abilities of the craftsmen. understanding of authentic and learning The smell of food, silence or rhythmic experience. Furthermore, informal clickety-clack of the looms, explosion of conversations add to the heightened sense colors, and softness of the fabric were of curiosity and act as a precursor to the frequently described by the tourists. experience creation. The importance of We sat down and over cups of kehwa (a storytelling and myth creation around a Kashmiri spice-rich tea) and biscuits, product is an important factor in creating spoke of this and that' Saloni Goyal, memorable tourism experience. Tripoto Storytelling and myth creation has The atmosphere in the room was described important marketing implications for as creative, spiritual, transcendental. cultural experiences. Cultural tourism as The melancholia hung heavy in the hall, mentioned earlier is marked by the but breaking the silence was the consumption of emotions, therefore use of rhythmic “clickety clack” of machines myths, history, emotions have serious in resilient motion. I followed the sound, implications on marketing of experiential and there, in one corner of the shed, tours based on intangible culture. While under the glow of naked bulbs, 'The these two themes are externally governed sounds of the spinning, dyeing and the theme mindfulness describes the level cleaning of silk threads emanated of involvement of tourist in an unabated from the other halls'. Harriet experience. Mindfulness is defined as “a Brian- the Chronicle blog. flexible cognitive state that results from 'There's also something deeply moving, drawing distinctions about the situation

14 Journal of Tourism, Volume XVIII, No.2, 2017 and environment”. When one is mindful, broader range of experiences, such as one is actively engaged in the present and experiencing something for the first time or sensitive to both context and perspective simply encountering experiences that evoke (Carson and Langer, 2006). Mindfulness emotions, allow self-expression, self- theory of Langer has been applied in discovery active involvement in other words tourism (Moscardo, G., 1996, 1999; experiences are co-created between tourists Frauman, E., & Norman, W. C., 2004; Dutt, and the toured within an informal C., 2011; Van Winkle, C. M., & Backman, environment. The results of the study K.,2008) and the evidence consistently emphasise the role of informal settings and the need to take an organic approach shows more effective learning, better towards experience creation, thus restating memory, and enhanced feelings of self the role of tourism merely as a facilitator of worth, greater creativity positive evaluation experiences and allowing tourists to of experiences. Mindfulness is necessary perform a larger role within the complex condition for tourists to learn, for increased tourism experience network. Therefore, to awareness and changes in attitudes and answer the question how do tourist behaviours. Setting mindfulness is the first construct experiences based on intangible step into what McIntosh (1999) calls culture which they perceive as authentic, insightfulness, which refers to personal following dimensions may help broaden its meanings, sense of place, and appreciation understanding. that tourists can derive from their  Aura experiences in heritage environments. This  Multisensory is supported by the present study whereby  Emotions the description of aura in the room, people, culture, streetscape and landscape added  Novelty value to the tourists' experience.  Self-expression McClinchey and Carmichael (2010) point  Self-discovery. out that the sense of place that coalesce the  Mindfulness spatial ,physical aspects of a setting with  Learning the meanings that people attach to it can be From a practical viewpoint, these reflective, and both nostalgic of the past experiential dimensions offer tourism and anticipatory for future experiences. marketers insights for delivering authentic Further, tourist experiences based on and engaging experiences for their intangible culture is a multisensory and visitors/clients. For example, travel agents involves tourist's sense of smell, sight, and tour operator companies can touch, feel, and cognitive capacities. This incorporate these experiential dimensions theory is perceptive in analysing the into their tourism products so that their process of co-creating a participative clients will have more authentic tourism experience and the behaviour of a experiences. Additionally the finding of this experiential cultural tourist. study suggests the importance of Additionally, experiential cultural tourists storytelling and myth creation around an seek novelty in experiences and therefore artefact which may be used as a great engage in off-beat and local experiences that are characteristic of a destination. marketing tool for placing experiential These bloggers reported that experiencing tourism based on intangible culture. something new or unique is more According to Regional Tourism Satellite memorable than the mundane tourism Account Jammu & Kashmir (2009-10), experiences. Such narratives covered a among the total intrastate domestic trips,

Journal of Tourism, Volume XVIII, No.2, 2017 15 shopping trips constitute 0.7%. The average exploratory nature of the study. However, per-trip expenditure incurred during the primary purpose of the study was to domestic trips in J&K was Rs. 2075. The obtain rich descriptions of tourists' per-trip expenditure is the highest for perception of experiential elements of shopping trips (Rs. 8532) followed by tourism based on intangible culture rather leisure trips (Rs 7858). Clearly, there is a than derive statistical insights into a limited good opportunity for promoting handicrafts number of variables. More quantitative of the destination by tapping the high research is proposed to reinforce these spending tourist market. However, a better findings in order to make inferences for the marketing strategy which incorporates wider travel community. Secondly, this shopping with innovative tourism study did not consider the demographic and experience could attract more tourists and socio-psychological factors when analysing promote development of handicraft due to the fact that such information is not industry. generally published in blog sites. Thus, LIMITATIONS AND FURTHER further investigations are recommended to OPPORTUNITIES OF RESEARCH test how construction of tourist experience of craft based tours can differ according to There are several limitations of the present these demographic and socio-psychographic study. Firstly, the generalization of results factors. to a wider population is limited due to the

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BRIEF PROFILE OF THE AUTHOR(S) Asma Bashir is PhD. candidate at Department of Tourism and Travel Management in Central University of Jammu, India. The author's current research area is creativity and tourism development. Previous research work includes studying the relationship between artisanal creativity and tourism development. Her research interest also includes gender and tourism, tourism and wellbeing and critical tourism studies. Email: [email protected] Corresponding Author Dr. Bharti Gupta is Assistant Professor in Department of Tourism and Travel Management, School of Business Studies, Central University of Jammu, India. Her areas of research work include Creative Tourism, Spiritual tourism, Peace and Sustainable Tourism. Email: [email protected]

18 Journal of Tourism, Volume XVIII, No.2, 2017 K e y W o r d s A Practical Approach for Tourism Development: Moderating Effect of

Conceptual model, Perceived Value of Tourism development life satisfaction, ASHOK SINGH perceived tourism impacts, residents' perception, NIKITA MAHESHWARI tourism research. Department of Tourism & Hotel Management MLS University, Udaipur

Abstract INTRODUCTION The paper argues in favor of he significance of tourism has been recognized in the perceived value of tourism both developed and developing countries and has development to influence the quality of life domain Tbeen considered as an effective vehicle for economic perceived by residents, their development (Tosun, 2002). Tourism industry considered as a life satisfaction, and their clean industry as compared to others. Tourism destination is a attitude towards tourism development at a theoretical place where residents live in community and their life is level. Thus, the objective of the involved in tourism activity. Researchers found tourism present study is to construct a industry to have a direct impact on the economy of a nation conceptual model that creates a link between antecedents of (Tosun, 2002). Thus, tourism development and resident perceived tourism impacts by attitude is obtaining greater amount of attention from past few local residents and attitude years. The locals can call development of tourism beneficial towards contribution to tourism development through life when it is well organized. Recently researchers have made satisfaction. The proposition of intensive research on various aspects of tourism such as the study model is developed impact of tourism (Liu & Var, 1986; Haralambopoulos & fully based on extensive literature review of the Pizam,1996; Thurot et al. ,1978; Lankford & Howard 1994; resident's perception of tourist Farrell and Runyan ,1991), perceived value of tourism, life and tourism development. The satisfaction of residents (Wang & Pfister 2008; Dyer et al. model thus created integrates perceived impact of tourism 2007; Andereck & Vogt 2000; Ap 1992; Lankford & Howard (i.e. social, cultural, economic, 1994). However, less amount of research has been noticed on and environmental) to perceived tourism impacts on quality of life, life satisfaction, perceived well-being (i.e. m a t e r i a l , c o m m u n i t y , and attitude towards tourism development. Residents may emotional and health and have a different perspective of destination as compare to safety) and the effect of tourists; however, Interest of residents towards destination antecedents on consequence. The model proposes the local may be different. Therefore, it is very important to identify resident's perception of tourist the factors affecting residents' perception of a destination and tourism development to (Prebensen 2007; Ap 1992) and its subsequent effects. influence their perceived impact of tourism as initial The present study thus intends to investigate the following antecedents. The conceptual research questions: Do perceived tourism impact from study provides theoretical residents' view affect their well-being (including their life augmentation through the creation of a new model of style e.g., material life, community life, emotional life, and attitude towards contribution to physical life)? Does residents' life satisfaction have any tourism development from the influence on their attitude towards tourism development? local's perspective and would provide guidelines for future What are the antecedents of perceived impact of tourism? Is empirical research on the same. the perceived impact of tourism on resident well-being

Journal of Tourism, Volume XVIII, No. 2, 2017 19 depending on the perceived value of getting monetary benefits from tourism, to tourism development? have a positive attitude until the time The present study aims to develop a monetary flow was existing. Residents' conceptual model to create a link between perception towards economic impacts of perceived tourism impact by local residents tourism could be considered as indicator of and their attitude towards tourism destination development. development through life satisfaction. (ii) Perceived cultural impact of tourism: REVIEW OF LITERATURE Thurot et al. (1978) considered tourism as a There are plenty of studies investigating the phenomenon of civilization that is impact of tourism as a critical element of something more than a financial tourism development (McGehee & phenomenon. Pearce (1995) considered Andereck 2004) and destination tourism as a “cultural exploiter” and found development. Researcher focused majorly tourism to create disturbances in the on the impact of tourism and found four traditions and cultural system of the dimensions of the same that are economic, destination. Teo (1994) found cultural social, cultural, and environmental. The impact of tourism to have positive and impacts such as: economic, (income from negative aspects. Further, Ap (1992) tax, employment, tax obligation, inflation); explained the reason for positive and socio-cultural, (revival of customs and negative perception of residents' through rituals, increased communication and social exchange theory and found cultural understanding between different culture, viewpoints to lead to residents' satisfaction increment in crimes); environmental or dissatisfaction. Besculides, Lee & (includes safeguard of natural resources, McCormick (2002) explained tourism to parks and centuries, overcrowding, damage have both positive and negative impact on of wildlife). residents' in society where resident In support of the above, it is found that normally share and protect their way of life tourism impacts can be used as the and do not favor tourism. Therefore, indicator for capturing community's quality cultural forces may favor or disfavor of life. Usher & Kerstetter (2014) found destination development. tourism development to create positive (iii) Perceived social impact of tourism: perceptions of residents' to life satisfaction Similar to cultural impacts, the perception and argued that the residents' can manage of how tourism affects society can be negative effects. positive or negative. Tourism may advance Thus, perceived tourism impacts can be facilities such as beautification, classified into four parts: infrastructure, improved transport facility, (i) Perceived economic impacts of education facility and in turn benefit the tourism: society (Liu &Var, 1986; Lankford & Liu & Var (1986) were one of the early Howard 1994). There are some negative researchers to discuss the concept of local aspects of destination branding such as high residents' attitude to tourism impact and costs of living, drug dependence, tourism development. They found residents' vandalism, fights, inappropriate behavior are normally happy with the monetary and and wrongdoings etc. Some demographic social advantages, yet most of them remain variables such as contact with traveler, confused about environmental advantages. length of stay, age, and educational level Haralambopoulos and Pizam (1996) also and their language to influence on found certain negative economic impact of perceived impact of tourism. Doǧan (1989) tourism. They noticed residents' who were found socio-cultural affects such as;

20 Journal of Tourism, Volume XVIII, No. 2, 2017 lifestyle, routine, societal life, value and different sorts of businesses (e.g., beliefs. These factors may lead to fabricating). Perdue, Long & Allen (1990) psychological tension. Thus, Doǧan (1989) argued tourism as a "perfect" industry that also cited negative social impact of tourism enhances the beauty of the society and its such as a decline in increment in crimes, environment. However, there are negative distortion in customs, materialism, and environmental impacts of tourism such as overcrowding. ecological contamination, the damage to (iv) Perceived environmental impact of physical assets, and the erosion of plants tourism: and shrinking of wild life. Tourism-environment relationship has three However, the focus in the present study is aspects: physical environment, tourist on the local residents' perception of tourism facility, and infrastructure, tourist use of an and how does the perceived tourism impact area. Farrell & Runyan (1991) found affects their life. In addition, the present environmental impact is also having both study would also explore how life positive and negative aspect. On a positive satisfaction and attitude towards tourism note, tourism increases awareness of the development and how life satisfaction leads need to safeguard the earth by preserving to attitude towards tourism development. its beauty and expanding interests in the Development of the model propositions natural framework of the host nation. In this section, the researchers try to Tourism is generally considered as a clean propound nine propositions, backed by industry with small amount of relevant theory. They are as under with the contamination issues contrasted with discussion part on theory building.

Perceived Value of Tourism Development

Perceived Material Economic Impact well-being

Resident’s Perceived Social Community P+erc eption of Impact Tourist well-being

Attitude towards Life Satisfaction Contribution to Tourism

Development Perceived Cultural Emotional Impact well-being Resident’s

Pe rception of Tourism D evelopment

Perceived Physical Environment Impact well-being

Figure 1: Conceptual Model of Resident Attitude

Journal of Tourism, Volume XVIII, No. 2, 2017 21 CONSTRUCTION OF PROPOSITION better retaining their very own cultural 1, PROPOSITION 2, PROPOSITION heritage consisting of nearby arts and crafts 3, PROPOSITION 4 due to tourism; this could inspire residents Perceived tourism impacts and to derive more pleasure of their personal Dimensions of life domain (well-being) cultural background that may affect the Plenty of research has been conducted on residents' sense of emotional well-being. perceptions and attitudes of residents' to Finally, if residents feel that tourism brings tourism impact and tourism development air or water pollution or may harm their (Wang & Pfister 2008; Dyer et al. 2007; environment, that can negative affect their Andereck et al. 2005; Andereck 2004; physical well-being. In view of the review Gilmore et al, 2002; Andereck & Vogt of literature and their interpretation, the first 2000; Ap 1992; Lankford & Howard 1994). four propositions of the present study as However, relatively less work has been under: conducted on impact of tourism on quality Proposition 1: Perceived economic impact of life of local residents' (Taylor & Bogdan, has a positive influence on material well- 1990). being. The quality of life (QOL) is defined as “an Proposition 2: Perceived social impact has a overall state of affairs in a particular society positive influence on community well- that people evaluate positively.” QOL is a being. multidimensional construct that contains Proposition 3: Perceived cultural impact has many aspects of human being's life and a positive influence on emotional well- their environment (Schalock, 1996). being. According to Taylor & Bogdan (1990), Proposition 4: Perceived environment QOL is a synonym of life satisfaction such impact has a positive influence on physical as thinking and feeling of people about well-being. their life. Schalock (1996) reviewed QOL CONSTRUCTION OF PROPOSITION 4 literature and start discussion from this Perceived well-being i.e. QOL and life point, it can be summarized that the effect satisfaction of perceived tourism impact (i.e., economic, As discussed above, According to Taylor social, cultural, and environmental impact) and Bogdan (1990), QOL is a synonym of on satisfaction of different life domains life satisfaction such as thinking and feeling (material well-being, community well- of people about their life. Schalock (1996) being, emotional well-being, and physical reviewed QOL literature and gave various well-being, respectively). types of the following dimensions of QOL: For example, the greater the residents' Emotional and psychological well-being; understanding about monetary possibility Interpersonal and social relationships; from tourism; the greater would be the Material well-being; Personal development, material well-being (Brunt & Courtney Competence and goal; Physical well-being; 1999; Haralambopoulos & Pizam, 1996; Self-determination, Individual control and Lankford & Howard 1994. Social impacts' decisions; Social inclusion, dignity, and are spoken to as '… changes in group and worth; rights including privacy. From individual value frameworks, behavioral which some some domains of QOL i.e. patterns, community structures, way of life well-being, have been selected for this and the quality of life'. Thus, the more the study such as material well-being, leisure centers would be there, degree of community well-being, emotional well- happiness and community well-being would being, physical well-being. increase. Residents see the community To understand the concept of QOL and life

22 Journal of Tourism, Volume XVIII, No. 2, 2017 satisfaction in a better way, one needs to Few researchers have focused on residents' know the concept of bottom-up spill over attitude towards tourists. Woosnam (2011) theory of subjective well-being. This theory explored residents' experience with tourists, creates link between functionality of life and found tourists behavior has an satisfaction with satisfaction of different influence on local residents' perception. domains of life and its sub domains. Hence, Andereck et al. (2000) found that the more life satisfaction can be considered on the knowledge the residents possess of tourism top of the satisfaction hierarchy. Therefore, and had an intense contact with tourists, the the attitude of any residents is affected by more their perceptions of the benefits of satisfaction with life domain such as tourism become positive. Tourism impacts satisfaction with society, family, work, are multifaceted and attitude of the resident social life, health, and safety etc. has relation to tourist contact. The above Satisfaction with a specific life domain researcher found that the residents with a (e.g., social life), is influenced by social high interaction with tourists described their impact of tourism at the community level. contacts as either positive or very positive. Thus, residents' satisfaction with life is However, Lankford and Howard (1994) did most of the time affected by the different not find any significant relation between impacts of tourism. For example, material level of knowledge of tourism and contact well-being, community well-being, with tourists on attitude. Given the emotional well-being, and physical well- concentration of tourists, it was discovered being, would all influence life satisfaction. that heavy concentration of visitors tended Thus, changes in the perceived positive or to attract negative attitudes from residents. negative impact of tourism contribute to the Followed by the residents' perception about positive and negative effects on variety of the tourist, the next proposition of the life domains that would lead to life present study could be - satisfaction or dissatisfaction. Proposition 6 - Residents' perception of Tourism activity influences life satisfaction tourist would have positive influence on of local residents' in various manners. perceived tourism impact (economic, Tourism activity offers improved QOL social, cultural, environmental impact). indicators that can be appreciated by the Construction of proposition 7 local residents like carnival, hotels, various Resident's perception of tourism destinations, employment generation and development: higher standard of living. Whereas there Draper, Woosnam & Norman (2009) found are some negative QOL indicators disliked some variables which influence perception by the locals like crime, crowd, and high of resident such as socio-demographic (e.g., cost of living etc. this can damage the life age, gender, education, length of residency satisfaction of local residents' (Bastias- and race/ethnicity); socioeconomic (e.g., Perez & Var 1995). With the support of the income and economic dependency); spatial above theory, we can develop next (e.g., physical distance between residents propositions of the present study that is- and tourists); travel behavior (e.g., Proposition 5 - Well-beings (material, residents' degree of recent international and community, emotional and physical) has domestic travel). They found these a positive influence on Life satisfaction. variables positively influenced the Construction of proposition 6 perception of local residents' towards Antecedents of perceived tourism impact tourism development. of tourism Harrill (2004) and Mc Gehee & Andereck Resident's perception of tourist: (2004) explained the impact of variables

Journal of Tourism, Volume XVIII, No. 2, 2017 23 such as: age, gender, education, length of activities. residency etc behind the formation of However, the residents are not direct positive and negative perception towards customers (or tourists) of the destination, tourism development. The effect of age on product but they are indirect stakeholders. perception of residents' and found old age Thus, the concept of perceived value is residents' had negative perception of going to influence their understanding of tourism development rather than younger the benefits derived from tourism rather one. On the contrary, Mc Gehee & than their actions. Development perception Andereck (2004) found older age residents is followed by perceived value of tourism. were supporting tourism development. The next propositions could be- Followed by the residents' perception about Proposition 8: Resident Perceived value tourism development, next proposition of of tourism development would moderate the study is: the influence of perceived impact Proposition 7: Residents' perception of (economic, social, cultural, and tourism development would have positive environmental) on perceived well being influence on perceived tourism impact (material well-being, community well- (economic, social, cultural, and being, emotional well-being, physical environmental). well-being). Construction of proposition 8 Construction of proposition 9 Perceived Value of tourism development Life satisfaction and attitude towards and its moderating effect: contribution to tourism development: The perceived value (PV) construct has Kotler et al. (1993) applied the marketing received a lot of attention in marketing concept of post-purchase dissonance in research to identify customer behavior and destination satisfaction/dissatisfaction. specifically in tourism research; PV is According to Kotler et al. (1993), a buyer's considered a significant indicator of key satisfaction is based on the closeness variables of tourist satisfaction and loyalty. between their expectations and perceived There is an emotional component is related performance of the destination. Drawing an to how the residents feel about the added analogy, the residents are exposed to the benefits that they would reap because of destination to the virtue of their destination tourism activities and tourism development. status. Thus, they experience the destination In consumer research, PV is conceived as a continuously and in many aspects that are dynamic variable, experienced prior to usually not assessable to the tourist. In purchase, during purchase, during addition, the satisfaction which the resident use/consumption, and after use. Keeping derived is of cumulative in nature, since social exchange theory in mind, perceived their experiences are continuous and may value of tourism activities is prominently change over time. This satisfaction in a influence perception and attitude of local positive sense would influence the residents residents. In other words, “residents who contribution to the development of the view the results of tourism as personally destination may be in term of awareness valuable and believe that the costs do not and image. exceed the benefits will favor the exchange The relationship between residents' attitude and support tourism development”. to tourism impacts and community Resident receiving monetary advantages, satisfaction, which lead to the positive support tourism more than those who can attitude of residents' for the development of get no or less benefits from tourism tourism. Surprisingly they found positive

24 Journal of Tourism, Volume XVIII, No. 2, 2017 impact brought positivity in residents' propositions: proposition 1, proposition 2, behavior but they could not find any proposition 3, proposition 4 has been relation between negative impact of tourism propounded. Theses above four and residents' support for tourism propositions incorporate various tourism development. impacts with respective life domains of Summarizing the argument, one could QOL, they are: the perceived economic indicate that overall life satisfaction that is impact of tourism with material well-being, derived through positive perceptions related the perceived social impact of tourism to to tourism effects would ultimately lead to community well-being, the perceived attitude towards contribution to tourism cultural impact of tourism with emotional development. Hereby, the next proposition well-being, and lastly perceived is- environment impact with physical well- Proposition 9: Life satisfaction has a being. positive influence on attitude towards Surveying the relevant literature built the contribution to tourism development. supporting theory for propounding the next Discussion proposition that is related to second Extensive reviewing of the available research question i.e. RQ2. As the review literature has helped in making the various of literature discussed the linking theory i.e. propositions of the current study. Each bottom up spill over theory, behind the proposition has been developed with theory relationship between various well-beings building process through review of and life satisfaction. The proposition literature with support statements. Hence, integrates the various domains of QOL i.e. strong literature survey and support well-beings with life satisfaction of the statements of scholars have backed the residents. model of the current study. The discussed literature and survey of that The research questions of the study is literature gave the views in favor of the  RQ1. Do perceived tourism impact from relationship between residents' life residents' view affect their well-being satisfaction and their attitude towards (including their life style e.g., material contribution to tourism development. life, community life, emotional life, and Which helped in propounding next physical life)? proposition of the study, fulfill the requisite  RQ2. Do well-beings have any of research question RQ3. influence on the life satisfaction of the The proposed model of the study is having residents'? two antecedents and one consequence. The  RQ3. Does residents' life satisfaction first antecedent is residents' perception of have any influence on their attitude tourist and second is residents' perception towards contribution to tourism of tourism development. The consequence development? is attitude towards contribution to tourism  RQ4. What are the antecedents of development. perceived impact of tourism? Through the outcome of the literature  RQ5. Is the perceived impact of tourism survey, the answer of the fourth research on resident well-being depending on the question i.e. RQ4 has been framed in the perceived value of tourism form of next two propositions. The development? antecedents are residents' perception Result of the review of literature fulfilled towards tourist and residents' perception the requirement of the first research towards tourism development, which has question i.e. RQ1. Hence, first four influence on the residents perceived tourism

Journal of Tourism, Volume XVIII, No. 2, 2017 25 impacts. model of resident attitude with respect to The last research question i.e. RQ5 is perceived value of tourism development. The related with the proposition 9 which present study focused on the social aspect of indicates that perceived value of tourism tourism impacts from the resident development act as a moderator between perspective. While, the construct such as; perceived impact of tourism and residents' well-being and life satisfaction are majorly from sociology. The construct such as; well-beings. It has been supported by perceived value, has been taken from literature. marketing area Keller (1993). However, this study consists of nine Through the present study, the researchers propositions that include antecedents and have tried to integrate sociology and tourism consequence. The model of the study to present a complete picture of resident creates a link between residents'' perception attitude towards tourism development. This towards tourism and their attitude towards brings out the practical implication of the tourism development. study. Given the argument on choice, the CONCLUSION objective of the destination planner would be Unlike consumption of a product or service, to create a favorable attitude towards tourism a residents' “consumption” of a destination development, and somehow convey a positive is neither related to possession nor related value from tourism development. to direct consumption. Many destinations Application of the model in Indian context: are facing challenges, since the residents The conceptual model propounded in this are not fully involved as internal study is measuring the attitude of local stakeholders. The model (figure 1) residents towards contribution to tourism proposed in the present study would enable development through their life satisfaction. For sustainable development of tourism, the understanding of how tourism affects residents' QOL can be considered as the the life of local residents'. Thereby it would factor. allow a practitioner with an actionable This model is already found in Virginia, USA, model to include the residents in need not to say that USA is a developed development of tourism activities through country, but when it comes to the context of life satisfaction. developing country like India. There is a need The main contribution of the present study is for small modification in this model, construction of a conceptual model (figure 1) therefore, the researchers have added three that goes beyond the residents' life variables namely residents' perception of satisfaction and attitude towards contribution tourists and residents perception towards to tourism development. The model (figure 1) tourism development, and attitude towards integrates resident perception of tourists and contribution to tourism development, in tourism development as antecedents and which two are antecedents and one is attitude towards contribution to tourism consequence. To apply this model, it is development consequently. The model necessary to look into the residents' provides a link between perceived tourism perception about tourism and tourism impacts and different dimensions of residents' development. If residents' perception is well-being. The study also integrates the positive, definitely the residents will support linkage between well-being & life satisfaction for tourism development because it is related and life satisfaction & attitude towards to their QOL dimensions and life style. If by contribution to tourism development. chance, it is negative, they will not support or The present study focused on attitude towards restrict the tourism development. contribution to tourism development the Therefore, it is recommended for the tourism residents' perspective. Thereby, the present developers to think about local residents' study addressed the call for an actionable

26 Journal of Tourism, Volume XVIII, No. 2, 2017 perceived tourism impacts while planning or tourist and tourism development activities developing a destination. will definitely has a significant impact on the Practical Implications: The destination tourist attitude. The prime aim of this model is planner wants to promote a destination. Thus, to convey the different dimensions of well- the internal communication should aim at being that could be derived through conveying the different dimension of well- successful tourism development activities. being that could be derived through This will turn into their life satisfaction and successful tourism development activities. In they will ultimately contribute to support for addition, destination service providers in the tourism development at the destination. community must direct their efforts to To summarize, the present study provides a maximize resident benefits across the rich novel model of resident attitude with respect bundle of services during their residential to perceived value of tourism development. “life cycle.” However, it is expected that future researchers In literature of tourism, the interaction should empirically test the study proposition between resident and tourist is known as host- across space and time. The authors feel that guest interaction. Local residents of any the present would generate enough interest tourist destination have direct or indirect amongst academician and practitioner to take impact on the tourists. Their reaction towards the idea further. REFERENCES Doǧan, H. Z. (1989). Forms of adjustment: Andereck, K. L., & Nyaupane, G. P. Sociocultural impacts of tourism.Annals (2010). Exploring the nature of tourism of tourism research, 16(2), 216-236. and quality of life perceptions among Draper, J., Woosnam, K. M., & Norman, residents. Journal of Travel Research. W. C. (2009). Tourism use history: Andereck, K. L., & Vogt, C. A. (2000). Exploring a new framework for The relationship between residents' understanding residents' attitudes toward attitudes toward tourism and tourism tourism. Journal of Travel Research. development options. Journal of Travel Dyer, P., Aberdeen, L. & Schuler, S. Research, 39(1), 27-36 (2003). Tourism impacts on an Ap, J. (1992). Residents' perceptions on Australian indigenous community: a tourism impacts. Annals of tourism Djabugay case study. Tourism Research, 19(4), 665-690 Management, 24(1), 83-95 Bastias-Perez, P., & Var, T. (1995). Dyer, P., Gursoy, D., Sharma, B., & Carter, Perceived impacts of tourism by J. (2007). Structural modeling of residents. Annals of Tourism Research, resident perceptions of tourism and 22(1), 208-210. associated development on the Sunshine Besculides, A., Lee, M. E., & McCormick, Coast, Australia. Tourism Management, P. J. (2002). Residents' perceptions of 28(2), 409-422 the cultural benefits of tourism. Annals Educational, N., & Organization, C. (1976). of tourism research, 29(2), 303-319 The effects of tourism on socio-cultural Braun, E., Kavaratzis, M., & Zenker, S. values. Annals of Tourism Research, (2013). My city-my brand: the different 4(2), 74-105 roles of residents in place branding. Farrell, B. H., & Runyan, D. (1991). Journal of Place Management and Ecology and tourism. Annals of Tourism Development, 6(1), 18-28 Research, 18(1), 26-40 Curtis, J. (2001). Branding a State: the Frey, B.S., & Stutzer, A. (2010). Happiness evolution of Brand Oregon. Journal of and economics: How the economy and Vacation Marketing, 7(1), 75-81 institutions affect human well-being.

Journal of Tourism, Volume XVIII, No. 2, 2017 27 Princeton University Press (2002). Destination branding: creating Gilmore, F., Morgan, N., Pritchard, A., & the unique destination proposition. Pride, R. (2002). Branding for success. Butterworth-Heinemann Ltd Destination branding: Creating the Pearce, P.L. (1995). From culture shock unique destination proposition, pp.57-65 and culture arrogance to culture Haralambopoulos, N., & Pizam, A. (1996). exchange: Ideas towards sustainable Perceived impacts of tourism: The case socio‐cultural tourism1. Journal of of Samos. Annals of Tourism Research, sustainable tourism, 3(3),143-154 23(3), 503-526. Perdue, R.R., Long, P.T., & Allen, L. Harrill, R. (2004). Residents' attitudes (1990). Resident support for tourism toward tourism development: A development. Annals of tourism literature review with implications for Research, 17(4), 586-599 tourism planning. Journal of Planning Prebensen, N.K. (2007). Exploring tourists' Literature, 18(3), 251-266 images of a distant destination.Tourism Hosany, S., Ekinci, Y. & Uysal, M. (2006). management, 28(3), 747-756 Destination image and destination Schalock, R.L. (1996). Quality of life. Vol. personality: An application of branding 1: Its conceptualization, measurement theories to tourism places. Journal of and use. Washington, DC: American business research, 59(5), 638-642 Association on Mental Retardation Keller, K.L. (1993). Conceptualizing, Sartori, A., Mottironi, C., & Corigliano, measuring, and managing customer- M.A. (2012). Tourist destination brand based brand equity. the Journal of equity and internal stakeholders An Marketing, pp.1-22 empirical research. Journal of vacation Konecnik, M., & Gartner, W.C. (2007). marketing, 18(4), 327-340 Customer-based brand equity for a Sirgy, M.J., Widgery, R.N., Lee, D.J., & destination. Annals of tourism research, Grace, B.Y. (2010). Developing a 34(2), 400-421 measure of community well-being based Kotler, P., Asplund, C., Rein, I., & Heider, on perceptions of impact in various life D. (1999). Marketing places Europe: domains. Social Indicators Research, Attracting investments, industries, 96(2), 295-311 residents and visitors to European cities, Taylor, S.J., & Bogdan, R. (1990). Quality communities, regions and nations. of life and the individual's perspective. Financial Times Prentice-Hall, Harlow Quality of life: Perspectives and issues, Lankford, S.V., & Howard, D.R. (1994). pp.27-40 Developing a tourism impact attitude Teo, P. (1994). Assessing socio-cultural scale. Annals of tourism research, impacts: The case of Singapore.Tourism 21(1),121-139 Management, 15(2),126-136 Liu, J.C., & Var, T. (1986). Resident Thurot, J.M., Camuset, F., Gay-Para, G., & attitudes toward tourism impacts in Baretje, R. (1978).The effects of Hawaii. Annals of Tourism Research, tourism on socio-cultural values. 13(2),193-214. EstudiosTuristicos, (57/58),233-258 McGehee, N.G., & Andereck, K.L. (2004). Tosun, C. (2002). Host perceptions of Factors predicting rural residents' impacts: A comparative tourism support of tourism. Journal of travel study.Annals of tourism research, research, 43(2), 131-140 29(1),231-253 Morgan, N., Pritchard, A., & Pride, R. Usher, L.E., & Kerstetter, D. (2014).

28 Journal of Tourism, Volume XVIII, No. 2, 2017 Residents' perceptions of quality of life perceived personal benefits in a rural in a surf tourism destination: A case community. Journal of Travel Research. study of Las Salinas, Nicaragua. Woosnam, K.M. (2011). Using emotional Progress in Development Studies, 14(4), solidarity to explain residents' attitudes 321-333 about tourism and tourism development. Wang, Y.A., & Pfister, R.E. (2008). Journal of Travel Research, Residents' attitudes toward tourism and p.0047287511410351

BRIEF PROFILE OF THE AUTHOR(S) Dr. Ashok Singh is Professor in Tourism & Hotel Management, ML Sukhadia University, Udaipur, India. His areas of research work include Tourism Impacts, Rural Tourism, Human Resource Management in Hospitality Industry, and Sustainable Tourism. He has published around 35 research papers and 2 books. Email: [email protected] Corresponding Author Nikita Maheshwari is PhD. candidate at Tourism and Hotel Management Program, Faculty of Management Studies in ML Sukhadia University, Udaipur, India. The author's current research area is Residents' perception of Tourism impacts and tourism development. Her research interest also includes tourism impacts, Brand equity in tourism, tourism and well being. Email: [email protected]

Journal of Tourism, Volume XVIII, No. 2, 2017 29

K e y W o r d s Bird-watching and wildlife tours: alternative tourism escalates niche tourism markets? Aptness of Sarawak Alternative tourism, sarawak, niche tourism state, Malaysia market, bird watching, wildlife tours, consumer FENCY SIVADASAN perception Research Manager, Sarawak Tourism Board Sarawak State, Malaysia

Abstract Alternative tourism is the counter- INTRODUCTION cultural rejection of modern mass he digitalization, lifestyle changes, critical climatic tourism on one hand and the counter- cultural conception of sustainable conditions and the vanishing of endangered species tourism on the other hand. It involves from the ecosystems directly affect human living. personal and authentic travel while T encouraging interaction with the nature, Tourism is closely related to all these factors and community and the people. The alternative tourism models are centred environmental sustainability is a key factor to a long-term more towards nature-based tourism with a focus on sound ecological tourism growth and conservation of ecology. The United conservation and preservation. Wildlife Nations World Tourism Organization (UNWTO) has taken tourism, a nature-based tourism which consists of trips to destinations with the initiatives to promote responsible and sustainable tourism, main intention to visit, enjoys the local focus on economic growth, inclusive development and fauna. Bird-watching is another type of niche market which is under wildlife environmental sustainability. UNWTO's Sustainable tourism but it has its own significance to attract tourists.The purpose of this Development Goals (SDGs) consisted of 17 goals adopted by research is to disseminate insights into world leaders in September 2015 at the UN Sustainable the possibilities of nature-based niche tourism such as bird watching and Development Submit to ensure sustainable growth in tourism wildlife tours in Sarawak; consumer sector. Sustainable development is crucial for environmental perception and expectations towards bird watching and wildlife tours in protection. In this context, alternative tourism places high Sarawak; their knowledge about Sarawak tourism products and finally to value on environmental preservation; able to reduce negative analyse the potentials of Sarawak to impacts of tourism while bringing social benefits to the develop an alternative tourism in conjunction with its natural resources. In community. addition to this, the study sought to examine the pertinent literature to Generally, alternative tourism is ecologically sound and identify the role of alternative tourism to devoid of environmentally destructive activities. The outlook support the nature based niche tourism and its potentials to accelerate of alternative tourism is more community-oriented and sustainable tourism growth. This research is based on phenomenological consists of small-scale developments of tourism attractions approach; the interview method and which are closely related to the community who are the key focus group discussion was used to gain information from the respondents. The players of this type of tourism development. This can benefit semi-structured interviews and focus group discussion was conducted to the community and is not exploitative to the local people. The know about the participants responses alternative forms of tourism are more concerned about regarding bird watching and wildlife tours. This qualitative study focused on “niche” markets rather than mass market. The “niche” the Australian consumers because the concept in business enables entrepreneurs to commit Australian market is one of Sarawak Tourism's important focus markets. resources and products that meet the needs of specific Interviews with the consumers and focus group discussions were conducted segments of the industry. It can be argued that a niche at Sydney Olympic Park during the product is one whose quality and features satisfy specific Australasian Bird Fair and Wildlife Expo 2017 which is a prominent bird groups. For example, nature-based tourism like bird watching and wildlife related events in the Pacific region. and wildlife tours are niche tourism and this market focuses

Journal of Tourism, Volume XVIII, No. 2, 2017 31 more on people who love to see birds and watching and wildlife tours for the visitors. wildlife, their ecological habitat and so on. Background of the Study Area The customers have special interest in these Sarawak state is one of the eco-adventure particular activities and this type of tourism and heritage destinations situated in the otherwise called special interest tourism. Island of Borneo. The state is home to 14 Nature and Objectives of the study national parks and other protected areas. All The objectives of this paper are to analyse these national parks fall under the purview the implications of bird watching and wild of the Sarawak Forestry Corporation (SFC). life tours in the niche tourism market; SFC in collaboration with Sarawak Tourism understand the growth of alternative Board (STB) co-arranged many tourism through birding and wildlife tours programmes such as adoption programmes, in Sarawak; identify the special interest conservation programmes, educational group's perception and expectations towards programmes, eco-tours and wildlife this niche tourism and finally to determine encounters. These activities are designed to the part played by the birdwatching and enhance understanding of tropical wildlife tourism in promotion and ecosystems, wildlife and biodiversity and marketing of Sarawak tourism. The raise awareness of the need for long-term, consumer response was carried out through sustainable solutions to conserving the semi-structured interviews and focus group natural environment. discussion.It was conducted during Sarawak is the legendary land of hornbills, Australasian Bird Fair and Wildlife Expo rainforests and home for an array of 2017 at Sydney Olympic Park. The tropical wildlife. About 650 bird species participants are birders and wildlife tourists have been recorded in the state, which is a because the study focuses on the niche great portion of Borneo's bird species. market so as to target the specific The map below shows Sarawak's most consumers. The in-depth interview was important protected areas, representing conducted to collect information from the excellent birding sites, as well as other tour operators in Sarawak who offered bird Important Bird Areas (IBAs).

Figure.1. Protected areas, National Parks and Birding Locations in Sarawak

Source: Sarawak Tourism Board Official Website (https://sarawaktourism.com/attraction/bird-watching-sarawak)

32 Journal of Tourism, Volume XVIII, No. 2, 2017 Sarawak consists of excellent national Sarawak, is known as one of the state's parks and nature reserves and the state most promising birding destinations. The offers splendid opportunities for famous birds in this region are the Bornean birdwatching. The endemic bird species Frogmouth, Bornean Leaf bird, Bare- include Bornean Banded Kingfisher, headed Laughing Thrush, and Black Oriole. Bornean Wren Babbler, Blue-banded Pitta, In the coastal region of Sarawak offers Pygmy White-eye, Chestnut-crested wintering grounds for waders and other Yuhina, Bornean Barbet, Mountain water birds. The areas around the fishing Serpent-Eagle, and Sarawak's most village of Buntal comprises of spectacular emblematic birds, the Rhinoceros Hornbill. congregations of large water birds such as In the northern region of Sarawak is a Far-eastern and Eurasian Curlews (Sarawak UNESCO World Heritage site known as Tourism Website). Gunung National Park, renowned for its OVERVIEW OF BIRDING AND limestone cave systems. Mulu consists of WILDLIFE TOURS IN incredible biodiversity, including 262 bird SARAWAK species. The popular bird species in the Sarawak consisted of ample scope of birds cave consisted of Wrinkle-Lipped Bats, and other wildlife. The most prominent Bornean Hornbills, Fruit hunter, Hose's bird and wildlife species in the state are Broadbill and White head's Spider hunter. shown in the table below:- Ulu Trusan region, in the far north of

Table. No: 1. List of Key bird species and wildlife in Sarawak Birds Wildlife Bulwer’s Pheasant Bornean Orangutan Bornean Frogmouth Proboscis Monkey Mountain Serpent Eagle Bornean Gibbon Mountain Barbet Kayan Loris Bornean Barbet Western Tarsier Hose's Broadbill Hose's Civet

Whitehead's Broadbill Sunda Clouded Leopard Bornean Banded Pitta Tufted Ground Squirrel Blue-banded Pitta Black Oriole Rail-babbler Grey-breasted Babbler

Pygmy Heleia (White-eye)

Bornean Leaf bird Whitehead's Spider hunter Bornean Bristlehead Hook-billed Bulbul Bornean Bulbul

Conservation and protection of animal and programmes and visitors can participate in bird species are very important for these programmes. An example is the sustainable growth. In this point of view, Swiftlet conservation programme involves Sarawak Forestry Corporation takes swiftlets which are small, insectivorous initiative to implement conservation birds. This programme is designed to

Journal of Tourism, Volume XVIII, No. 2, 2017 33 showcase and create awareness of Sarawak Tourism will offer bird watching sustainable swiftlet management and activities to potential tourists who are conservation in Sarawak (Adventures in nature lovers or adventure seekers. Bird Conservation - Play your part in conserving watching is considered to be a niche market the Earth). The birds are being conserved and the enthusiastic nature lovers are by the state Department of Forestry. anticipated to take part in the activity.

Table No: 2 Statistics of Birdwatching tourists' inflow in Sarawak (2014-2017) Year & No. of Pax

Country 2014 2015 2016 2017

England 24 46 52 57

Germany 4 4 6 4

Finland 2 4 4 0

China 14 17 16 10

Taiwan 5 10 8 10

Hong Kong 4 6 6 6

USA 8 4 6 7 Japan 8 10 10 8

Australia 12 4 4 9

Singapore 6 9 7 9

Malaysia 4 0 0 2

Philippines 0 2 2 0

Sweden 0 0 5 0

India 0 0 0 2

Netherlands 0 0 0 3

TOTAL 91 116 126 128

Source: Cat City Holidays; Kuching The tourists' statistics shows that the species and various wildlife living in the tourists' interest towards bird watching in Rainforest of Borneo Island; a great portion Sarawak is gradually increasing every year. of these species are found in the state. As As a niche tourism product which is giving such, the state can potentially offer birding an added value to the leisure market in the and wildlife tours and gazette different state. There are a lot of endemic bird birding zones known as IBAs (Important

34 Journal of Tourism, Volume XVIII, No. 2, 2017 Bird Areas). These areas are located in the the amazing diversity of wildlife from first- famous national parks. The main birding hand experience and provide opportunities and wildlife areas in Kuching and to see these first hands, through custom surrounding areas include Kubah National made tours of local and global destinations. Park, Santubong National Park, Bako LITERATURE REVIEW National Park, Semenggoh Native Reserve, Alternative tourism is a buzz word which is and Borneo Highlands. Areaa in northern generally has fewer negative effects on Sarawak are Gunung Mulu National Park, destination areas and populations without Pulong Tau National Park and Paych Maga. diminishing the positive economic effects. In this digital era, tech-savvy people are The Bulgarian Association for Alternative very keen on nature-based tourism such as Tourism (BAAT) defined “Alternative experience wildlife tours and eco-tours. tourism involves travel that is personal and Sarawak is popular for its adventure authentic and encourages interaction with tourism and nature-based tourism such as the local environment, people and birding, wildlife tours, mountain climbing, communities. Alternative tourism includes forest walks, photography, eco tours, jungle package tours and individual tourist trekking and cycling. The state's natural services in the following areas: environment, physical geography and the o Nature-based tourism tourism in topography are very suitable for these natural environments, ecotourism, activities. However, there have been no outdoors and adventure including studies conducted for the possibilities of biking, horseback riding, skiing, snow these niche markets and consumer interest shoeing, rafting, diving, caving and in such markets in Sarawak. Therefore, this hiking; study is very significant and useful for o Culture tourism rural, cultural heritage, niche tourism market development and ethnic, religious, wine, cuisine, music tourism promotion. and crafts.”(BAAT, 2010). The Sarawak Visitor Survey Report 2016, In addition to this, BAAT list down ten indicated that 62.9% tourists are interested reasons the tourism industry stick to in leisure activities in the destination. From alternative tourism. These are, this report it can be understood that the 1. Alternative tourism help to preserve possibilities of sustainable leisure activities nature and nature conservation programs make it a wider niche market which will be given 2. It support and give business to rural strong consideration for environmental families protection and visitor satisfaction. It can 3. Alternative tourism gave an individual attract a lot of tourists at the national and experience to the visitors up on their international levels and give an added value preferences with reasonable fares. to Sarawak's tourism industry. This has 4. The tourists will receive excellent great potential to the growth of alternative services and individual care in the tourism. The Australasian Bird Fair and destination with a “human treatment” as Wildlife Expo, one of the greatest bird and opposed to an all-inclusive package. wildlife-related events organised in the 5. Local community take care the guest Australasia and Pacific region. The event and guest is considered as host. includes talks, presentations and exhibitions 6. The visitors will get in touch with local of birds and wildlife and the locations of culture and traditions. these attractions explained by experts from 7. The tourists will be at places with this field. The experts are keen to promote beautiful nature, fresh and clean air

Journal of Tourism, Volume XVIII, No. 2, 2017 35 8. The guest can experience authentic tourism is based on standardised products traditional local food. offered to a large number of tourists. 9. The travellers can enjoy affordable Consequently, alternative tourism has been outdoor sports activities. interpreted as niche tourism, derived from 10. Tourists are part and parcel of the post-Fordism to provide consumers with a community and destination. more personalised travel experience (Issac Alternative tourism can be referred to other 2010, Conway & Timms 2010). Alternative names such as green tourism, sustainable forms of tourism created to preserve or tourism, ecotourism and so on. This type of improve local environment (eco-tourism), tourism concerns a variety of approaches; culture (heritage tourism, religious tourism) agro-tourism, community tourism and and socio-economic conditions (pro-poor ethical tourism. These all alternative tourism, community-based tourism). approaches allow to get out of the dominant According to Hall and Lew, alternative mass tourism model. Alternative forms of tourism is very important for local approaches given consideration to social and regional development because they and cultural dimensions, the relationship to allow local communities to benefit more the environment, the participation of the from the development of tourism. host communities and develop sustainable Alternative kind of tourism has close tourism strategies with significant economic proximity to nature, culture and the native benefits for the host country (Sopheap inhabitants. It is usually considered as small Theong et.al, 2015).The alternative tourism scale tourism; which involves low-scale approach argues for any type of sustainable investments, are self-sustaining and operate tourism development that safeguards benefit with high levels of involvement of the local for the environment and local communities communities. The involvement of the local especially developing countries population would improve contact between (Leksakundilok, 2004; Macbeth, 2005). In locals and their foreign guests and spite of the popularity of the alternative ultimately would offer a more authentic, tourism, a standard definition has been yet meaningful and satisfying experience for to be advanced by the tourism literature. In both visitors and hosts. Thus, alternative a broader term, alternative tourism argues tourism aims at establishing direct personal for any type of sustainable tourism and cultural intercommunication and development that ensures benefits for the understanding between the host and visitor. environment and local communities It might be derived the basic principles especially developing countries and it also consisted of; argues for greater tourists host interaction a) It should be based on dialogue with the (Esi Akyere Mensah et.al, 2017). locals who must be informed of its INSIGHTS AND APPROACHES effects, b) It should be environmental friendly and OF ALTERNATIVE TOURISM attributing respect to local culture and Different authors have different religious tradition, interpretations given to alternative tourism; c) The scale of tourism should be adjusted Conway and Timms (2010) called slow to the capacity of the local area to cope, tourism while Demoi had been called measured in aesthetic and ecological community-based tourism. terms (Eirini Triarchi & Kostas The difference of alternative tourism from Karamanis, 2017). mass tourism is that, alternative tourism is Eco-tourism is acknowledged as one of the more heterogeneous in nature whereas mass best ways to conjoin economic development

36 Journal of Tourism, Volume XVIII, No. 2, 2017 with environmental sustainability. The tourism alternatives in a destination has niche markets in this type of alternative very special interest and follow sound tourism are more environmental friendly ecological principles. The size of the niche tourism types such as wildlife tours, bird market can vary considerably but watching, fishing, kayaking etc. Perhaps it effectively it needs to be balanced between could nurture the growth of these niche being large enough to produce sufficient markets. These type of tourism is business and small enough so that it is considered as alternative tourism with overlooked by competitors. The niche special focused areas and small scale in tourism markets includes lot of tourism nature. David Weaver(2015) mentioned activities such as adventure tourism, nature- alternative tourism as regarded as “good based tourism, food tourism, craft tourism, tourism” and would emphasised that it can culture and heritage tourism, business empower local people, celebrate their tourism etc. The activities in niche tourism authentic local culture and attract small are very specific, for example, nature-based numbers of sensitive visitors whose tourism more towards forest trekking, expenditures were expected to foster gardens, cycling, mountain biking, walking, linkages rather than leakages, especially in hiking fishing, mountain cycling and Third World countries or peripheries of camping. This perhaps the essentials of developed countries inhabited by alternative tourism market. indigenous people. In a broader view, NICHE MARKETS-BIRD WATCHING alternative tourism is reverse of mass AND WILDLIFE TOURISM AND ITS tourism and its spectrum is small. The POTENTIALS TO PROMOTE critical point of view, the small scale ALTERNATIVE TOURISM tourism sometimes imply limited bargaining Bird watching and wildlife tourism is a type power and exposure and low levels of of biodiversity tourism and it helps to tourism-related experience and lack of reduce the detrimental impacts of mass expertise in hospitality service(poor service tourism. It respects nature, the physical standards) which leads to consumer environment, local community, culture and dissatisfaction. the local infrastructure. It is a form of ALTERNATIVE TOURISM AND alternative tourism which is more close to NICHE MARKETS- THE LINK nature; at the same time it also considers The characteristics of alternative tourism community participation. The alternative pinpoint small scale tourism which is more tourism and sustainable development in sustainable in nature and close to Kenya showed that, alternative tourism community. In this context, the term development has drawn attention to the role “niche” is applicable to describe alternative of local people in biodiversity conservation type of tourism. Niche is a specialised and this will lead to greater local market, usually centred on visitors' participation in the ownership, management particular interest or needs and “niche and control of ecotourism enterprises (Isaac market” as a more narrowly defined group Sindiga, 2010). where by individuals in the group are The visitor statistics of these alternative identifiable by the same specialised needs tourism activities are increasing every year. or interests and are defined as having a The global market is estimated to be around strong desire for the products on offer 12 million trips annually; up to 3 million (Marina Novelli 2005). This is the core of people taking a holiday to specifically visit alternative tourism goals and the growth of the alternative niche products and take part

Journal of Tourism, Volume XVIII, No. 2, 2017 37 the niche tourism activities (Mintel, 2008). The International Ecotourism Society, 2000 In contrast, the visitors those who have revealed that an estimated 20-40% of all different interest unable to participate in leisure tourists are thought to have an those specified activities; and the alternative interest in some form of wildlife watching; niche tourism market struggle to find the destinations have diverse bird and tourists inflow and consumer satisfaction. wildlife and can draw revenue based on The visitors, who are not interested the these variables: unique niche products and activities no 1. Increase the length of stay of tourists longer want to visit the destination. In this 2. Increase the spending per tourists situation the Destination Management 3. Increase the satisfaction of tourists Organizations (DMOs) has the 4. Retain tourist loyalty and achieve a responsibility to develop alternative higher percentage of return visits. products which is up to the consumer DESTINATIONS INNOVATIVE demand. The alternative tourism products APPROACHES TO NATURE BASED development has several facets to become ALTERNATIVE TOURISM successful. It should be in line with visitor European destinations take initiative to demand, environment friendly and target to promote alternative tourism to overcome specific tourism product. One of this type the dangers of mass tourism. Spain as one of alternative tourism is bird watching and of the leading countries made lot of wildlife tourism, as a distinct class of niche progress in developing alternative forms of tourism, are becoming increasing demand tourism in relation to changing global and popularity. trends. Slovenia was trying to promote Tourism and conservation of birds and itself with both sea-sun-sand type of wildlife is in a symbiotic relationship. tourism and used alternative tourism Wildlife tourism, a type of alternative niche activities with newly-determined tourism tourism product which can be considered as policies. Croatia had used alternative a form of ecotourism when it occurs within tourism activities (eg:-cultural tourism) to the context of nature-based activities that replace mass tourism activities (Loizos provides environmental interpretation and Christou, 2012). adopts environmentally responsible In Spain, the innovative approach towards practices. In cases where a tourist travels to bird watching has given an added value to a destination primarily for the purpose of its alternative tourism product marketing. having a wildlife experience, then wildlife This successful approach has empirically tourism can be seen as a form of special proven that it can contribute high income to interest tourism. In wildlife tourism, tourists the destination if it is properly managed and participate in activities such as safaris, developed. They introduced innovative viewing wildlife and wildlife photography. approach in bird watching which had given The birds, wildlife, flora and fauna can give added value to the visitor experience. The add value to tourism and visitor experience. successful project titled “Innovative This can contribute to the economic sector approach to nature tourism in Spain: in the destination. In Costa Rica, 41% of Creation of a mobile bird watching” the earnings from its $1 billion revenue in contributed new insights in this niche tourism was from bird watchers (Tourism product marketing and promotion in Institute Costa Rica, 1999). There is a close domestic and international market. The connection between niche tourism and project was designed as Caravan tours for leisure tourism in terms of visitor bird watching. The innovative designs satisfaction and tourists revisit intentions. include the application of latest technology

38 Journal of Tourism, Volume XVIII, No. 2, 2017 in tourism product development and the International Bird Race, Kuala Tahan Bird project scope is to enhance visitor Count, the Borneo Bird Festival in experience, increase the visitors' inflow in Sandakan are some of the activities to the destination and to improve organized under the Ministry of Tourism community participation in tourism related and Culture Malaysia. (Tourism Malaysia, projects. It is an alternative tourism 2016). development model which may use digital METHODOLOGY technology to promote the niche tourism. In Qualitative research methodology used in this sense, a new type of alternative tourism this research is descriptive in nature. The known as “ornithology tourism” has primary data was collected through the emerged in the digital age. The main interview method. The respondents are technological applications they have tourists (Australian market) and tour included is the caravan equipped with the operators (Sarawak). Semi-structured latest technology so as to be converted to a interview checklist was used to collect data mobile bird observatory used for from tourists. The study focused on ornithology tourism. The purpose of a Australian consumers because Australia is mobile bird watching facility for tourists is one of Sarawak Tourism's focus markets to provide good knowledge of the local and the state is trying to get more birdlife, their habitats and conservation Australian tourists through the promotion of needs. This is a unique type of tourism its natural attractions with special niche experience for the visitors and the expected markets. Purposive sampling was used in benefits are to provide the rural residents a this study to select respondents. The tour sustainable and alternative source of operators in Sarawak were selected based income. The outcomes of this project are a on their tourism product offerings and focus rise in the number of visitors and the new markets. Those who are selling Birding and bird watching facility offers nature lovers wildlife tours and particularly in the and bird watchers an innovative way for Australian market were selected for the observing birds. The province and region study and in-depth interviews were also benefit from additional tourism conducted to gain valuable information. products that make the area more attractive The respondents who were selected for the to tourists, giving a boost to its economy interview attended the Australasian Bird while protecting and promoting the region's Fair at Sydney Olympic Park in November biodiversity (European Network for Rural 2017. The interviews were carried out Development 2007-2013). during the Fair. The interview checklist was In Malaysia, niche tourism activities segmented into three parts. The first part is include angling activities, diving, fishing, consumer knowledge about Sarawak, kayaking, bird watching and wildlife tours. especially bird watching and wildlife tours The overall objective of tourism and other tourism products; the second part development in Malaysia is the promotion is consumer perception and expectation of destinations and creation of public towards nature-based alternative tourism awareness on the importance of preserving products such as bird watching and wild wildlife species. Bird watching and wildlife life tours and their intention to visit tours are promoted with the collaboration of Sarawak. The last part is on the Malaysian Nature Society. The birding demographic characteristics of consumers. activities are promoted by the Ministry of A total of 18 respondents were interviewed Tourism and Culture Malaysia both and their demographic analysis is based on domestic and internationally. Fraser's Hill three main aspects: gender, age and

Journal of Tourism, Volume XVIII, No. 2, 2017 39 nationality. The statistical methods used to amazing diversity of wildlife from first- get the frequencies and percentage. In hand experience and provide opportunities addition, a focus group discussion was to see these first-hand through custom-made conducted to gain more information. The tours. The presentations consist of focus group discussion was conducted at distinguished work carried out by the Sarawak Tourism Board (STB) booth at conservation groups in line with the the same event. Nine participants (who are conservation of birds and other wildlife involved in nature-based tourism activities) across Australia, New Zealand and Pacific were involved in the discussion. The main region. The fair provides opportunities for themes in the discussion were related to the birding and wildlife tour operators and visitors expectations about nature based resorts to showcase their services to a niche tours, the motivating factors to significant segment of potential customers choose a destination for bird watching and in the expanding world of ecotourism. The wildlife tours, and finally their expectation Australasian Bird Fair and Wildlife Expo and intention to visit Sarawak. 2017 was a platform for bird lovers and The in-depth interview was conducted to nature conservationists to join together and collect information from tour operators in exchange ideas to reduce the environmental Sarawak. There are only two tour impact and to protect wild life. Nature companies (tour operators) which are fully lovers and conservationists participated and involved in this niche market and the shared their views at the event which was managers of this company were selected for held at Sydney Olympic Park from 3rd to the in-depth interview. This was 5th November, 2017. It was a great stage administrated with the help of an interview for synergizing all industry players, guide. There are a total of five main consumers, researchers and academicians. questions included in the interview guide; The fair had provided an ideal venue for and the questions are positioned on the birding groups, bird and wildlife tour trends of arrival of birdwatching and operators, binoculars, camera suppliers and wildlife tourists in Sarawak every year, provide facilities for exhibitors to present their opinion about this niche market's role their birding interests before visitors to the in Sarawak Tourism promotion, this niche event. product compatibility in the market place CONSUMER AWARENESS ABOUT and finally the issues faced by the tour SARAWAK TOURISM PRODUCTS operators and tourist's guides to promote The interview results identified majority of this niche market in Sarawak. consumers want to escape from the hectic RESULTS AND DISCUSSION city life which pushed them away from the The birding and wildlife niche markets urban life and motivated them to spend could contribute the development of their time to relax and enjoy in the natural alternative tourism. The value of wildlife settings. They are very keen in conservation and birds can give a specific experience to programmes. The study specifically to the tourists and it will closely relate to the understand the awareness of Australian steps taken by the destination's management consumers' knowledge about Sarawak and to attract tourists. These include a way to its tourism products. The state has a total of bring bird and wildlife closer to the 37 national parks out of which 16 are open customers (visitor interpretation and good for visitation. Four of these national parks facilities to provide viewing opportunities). have accommodation facilities. The The experts at the Australasian Bird Fair interview about the tourism product and Wildlife Expo are keen to promote the knowledge in Sarawak showed that more

40 Journal of Tourism, Volume XVIII, No. 2, 2017 than half of the respondents are aware involved in wildlife tours and bird about rainforests, mountains, national parks, watching. From the interview sessions, it wildlife, rich flora and fauna in Sarawak. can be seen that all the participants intend However the majority of respondents have to visit Sarawak and they would love to little or no knowledge about the facilities watch the bird species and wildlife in the offered by the state such as sports, health or state. This indicated that this niche tourism wellness, fishing, kayaking and diving. This has the potential to raise Sarawak's tourism may be because the respondents are bird profile in international market. lovers and special interest groups who are Table No:3 Awareness about Sarawak Tourism Products Awareness about tourism products (%)

Sarawak Tourism Products Yes (%) No (%)

Sarawak Cultural Village 5.6 94.4

Rainforests & mountains 66.7 33.3

Authentic local food 33.3 66.7

Flora & faun a 55.6 44.4

Longhouses 27.8 72.2

Culture & heritage 22.2 77.8

National parks & wildlife 66.7 33.3

Festivals & events 16.7 83.3

Beach 11.1 88.9

Jungle trekking 16.7 83.3

Sports & games 0 100

Health & Wellness 0 100

Fishing, Kayaking & diving 0 100

BIRD WATCHERS AND WILDLIFE interest they have shown in wildlife tours TOURISTS TOP PREFERRED and birding followed by forest walk. They ACTIVITIES IN A DESTINATION revealed that, “We are bird lovers and we The study results about the preferred know a lot of bird species and its ecology. activities the participants wish to engage in So our preference in a destination is to a destination revealed that they wish to do provide us good tour guide with an nature-based activities where the prime extensive knowledge about birds and

Journal of Tourism, Volume XVIII, No. 2, 2017 41 animal species.” More than half the love to take pictures of endangered birds respondents are interested in experiencing and wildlife and they would like to post it local food and would like to visit cultural in social media and document the ecology and heritage attractions in Sarawak and and settlement patterns of birds and some showed interest to involve in animals. photography. They mentioned that, they Table No:4 Respondents preferred activities in a destination Opinion of respondent s (%)

Top preferred activities Interested (%) Not interested (%)

Wildlife tours & bird watching 16(8 8.9) 2 (11.1)

Photograph y 8(4 4.4) 10 (55.6)

Trying local authentic food 10 (55.6) 8 (44.4)

Culture/ heritage 10(5 5.6) 8 (44.4)

Forest wal k 14(7 7.8) 4 (22.2)

Visiting beach 5 (27.8) 13 (72.2)

Cycling & mountain biking 3 (16.7) 15 (83.3)

Visit museums & art galleries 7 (38.9) 11 (61.1)

Fishing, diving & kayaking 3 (16.7) 15 (83.3)

Shoppin g 1(5 .6) 17 (94.4) CONSUMER PERCEPTIONS AND We are nature lovers, usually travel in EXPECTATIONS TOWARDS BIRD small groups and our demand in a WATCHING AND WILDLIFE TOURS destination is to provide us an informative The focus group discussion results shown tour guide” (Respondent B, Bird club that, the participants have different members, Australia). perceptions and expectations but they all Some of the respondents remarked that they are very keen about sustainability and love to visit Sarawak but are concerned environmental conservation. Some of the about the future of Sarawak's natural highlights from the respondents regarding environment. They mentioned that the perceptions and expectations are; deforestation from the increase in areas of “We wish to see a lot of birds in Sarawak. oil palm tree plantations will spoil the Our preference is to be a good mix of natural habitat of birds and animals. different species of birds, wildlife, food and Regarding the motivations to choose nature- culture in a destination.” (Respondent A, based tourism, many participants Australia). acknowledged the importance of nature- “We expect Sarawak can offer good based tourism by suggesting: facilities for observing birds and wildlife. We are looking for the destination which

42 Journal of Tourism, Volume XVIII, No. 2, 2017 gave importance to conservation and CHALLENGES OF SARAWAK AS A protection to birds and animal life. BIRDING AND WILDLIFE NICHE Participants also commented that they like MARKET DESTINATION to visit niche tourism destination because Sarawak is part of a competitive mass tourism destinations are crowded and environment of national parks with endemic polluted the environment” (Bird club species of birds and animals in the members, Australia). Southeast Asia region. However, the state “I choose destinations that are as close as does not get much attention for this niche being unspoiled as possible; and I wish to market nationally and internationally. Lack see large number of endemic species of quality guides, comprehensive (varieties of birds)” (Respondent B, New information about birds and wildlife, Zealand). informative guide books are major The interview and focus group discussion challenges faced by the destination. results showed that there is a high potential The indepth-interviews with the birding and of this niche tourism growth in Sarawak. wildlife tour operators in Sarawak showed This nature-based alternative tourism can that they are facing a lot of challenges promote Sarawak biodiversity in a when marketing this niche tourism on an sustainable way. In this scenario it can be international level. They also point out that, seen that niche tourism towards birding in this is the reason for the gradual growth of Sarawak focuses on the listing of bird birders and wildlife tourists in the species classified based on the genus and destination. The tour opertators highlight species names, their habitat, their the fact that lack of accessibility to the settlement, breeding time and patterns. It locations and lack of experienced tour can be obvious that experienced and trained guides are the major constraints. “Sarawak tour guides are an inevitable part of this is still facing a few challenges in birding niche tourism growth. The respondents are and wildlife tours; where it is slow to very keen in conservation programmes and attract the increasing number of some are active members of bird clubs. birdwatchers. Most of the good birding DEMOGRAPHIC CHARACTERISTICS sites in Sarawak are quite remote, OF RESPONDENTS accessibility is limited and infrastuctures The samples generally has an unequal are not really ready. Therefore these balance between genders, were 8 males and factors limit the number of birds to explore. 10 females. With respect to age, a higher As for wildlife tours,they are considered to numbers are above 60 (13), 50-59 (4) and have fairly increased but confined to Bako one respondent in the age range 40-49. National Park and Semenggoh Nature Based on the nationality 17 respondents are Reserve only” (Yeo Siew Teck, Tour Australians and one participant from New Manager, Cat City Holidays). Zeland. The demographic profiling showed RECOMMENDATIONS that the participants prefer to travel after To encourage and market bird watching and retirement and want to escape from the wildlife tours, Sarawak State Government hectic city life which pushed them away via the Ministry of Tourism, Arts and from the urban life and motivated them to Culture and Sarawak Forestry Coorporation spend their time to relax and enjoy in the should take necessary action to step up its natural settings. organised frame work.

Journal of Tourism, Volume XVIII, No. 2, 2017 43 STRATEGIES FOR DEVELOPING species and wildlife along with the THE BIRDWATCHING AND locations of their habitat in Sarawak. In WILDLIFE NICHE TOURISM IN addition to that, they establish zoning in SARAWAK forested areas for bird watching. Sarawak needs efficient and trained tour Birding and wildlife tours are part of guides to promote “birding” niche market responsible and sustainable tourism. When tourism. The tour guides must have good promoting this niche tourism market, knowledge of bird ecology and forestry authorities can take a sustainable identification techniques. The existing tourism triangle approach that involves: brochures and website information of 1. Conservation of biodiversity birding and wildlife need to be updated by 2. Economic and social development and the relevant authorities who should take 3. Providing a quality visitor experience. initiative to prepare the list of all bird

Alternative Tourism- Bird watching & wildlife tours (Sustainable Niche Tourism Development Model)

Conservation of biodiversity- High quality environment

Alternative Tourism Development

Nature based niche market & Tourist Satisfaction

visitors- Good experience, Economic and information community and interpretation development

Source: Researcher's own illustration

For the visitors or tourists to gain good management. experience: - The responsible departments, The tour operators must be aware of this should take initiative to provide niche market and have better understanding comfortable lodging and infrastructure of this responsible tourism. They must facilities in the locations near the tourist enhance their knowledge and skills for spots. Public-private partnerships are involving and promoting the development essential in this scenario. The tour guides of bird watching tours. must be competitive in interpretation of There must be a network of participants bird species, their habitat and other relevant (tour operators-local community-forest information. They should be able to provide managers) to enhance bird watching niche all kinds of information about Sarawak tourism in Sarawak through Digital biodiversity. Customer satisfaction will be Connectivity. achieved through careful visitor

44 Journal of Tourism, Volume XVIII, No. 2, 2017 Digital Network of key stakeholders

Tour operators

Ministry of Tourism - Enhance bird watching tourism network

Local communities in Forestry Department- and around the area Forest area managers/ protected area managers

Source:- Researcher's own illustration

In general, the birding and wild life tours provision for conservation in destinations. give added value to tourism experiences. The birdwatchers and wildlife niche markets They can maximise positive impacts of are specialist forms in general tourism. tourism and minimise negative impacts. This These kind of tourists are generally from the niche market will help to bring about high-spender market segment. Usually these increased activities towards conservation of travelers have deep knowledge about this birds and wildlife. niche market and are well-experienced WAYS ALTERNATIVE TOURISM tourists who have high expectations of bird SUPPORT BIRDING AND WILDLIFE and wildlife species. Another unique feature NICHE TOURISM MARKETS of these niche tourists is they have high Birding and wildlife tours niche markets are expectations in the destinations and the level under alternative tourism which can mitigate of knowledge of tour guides. Hence the dangers of mass tourism in many operators in this specific niche market must destinations. That being said, it can increase be sensitive in dealing with its customers revenues by attracting new types of tourists. and give high importance to customer For example, operators may formulate satisfaction. Once the destination can win packages with a variety of activities to customer loyalty, this niche tourism can attract tourists who enjoy bird watching and attract a lot of tourists through positive wild life tours alongside other activities. It word-of-mouth promotion whether verbally will become a powerful generator of jobs to or through social media. This consumer- the local communities and an incentive to generated reviews can accelerate alternative protect wildlife and the local environment. forms of tourism in Sarawak. This type of alternative tourism has a CONCLUSION symbiotic relationship between tourism and Alternative tourism is specially focused on conservation which can pinpoint the heterogeneous aspects such as sustainability in such a way to reduce environmental sustainability and local negative environmental impacts and community involvement. This niche market maximise positive impacts. It can support to under alternative tourism such as birding accelerate community engagement and and wildlife tours usually gives deep respect

Journal of Tourism, Volume XVIII, No. 2, 2017 45 to the environment and community. It from the consumers, Sarawak can offer an emphasizes stability and wellbeing of authentic visitor experience and can cater to humans and nature in a holistic way. the needs of these niche tourists because of In a nutshell, this study reflects upon the its abundant ecology, hospitality services, stand of Sarawak in the birding and wildlife cultural and heritage attractions. In the niche tourism market. One of the outcomes future, this can contribute to the exponential of this study is that it pinpoints consumer growth of birding and wildlife tours in expectation and perception towards Sarawak Sarawak and the state will slowly turn into a and the popularity of its natural landscape in preferred alternative tourism destination. overseas markets. Based on the feedback

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46 Journal of Tourism, Volume XVIII, No. 2, 2017 and sustainable development in Kenya. (2000). Ecotourism Statistical Fact Journal of Sustainable Tourism. Vol.7, Triarchi Eirini and Karamanis Kostas No.2. (2017). Alternative tourism Soo Lina & Jili Kadri. 2001. Sarawak Year development: A theoretical background. Book-Crossing into the 21st century- World Journal of Business and millennium edition. Winwin Consultants Management. Vol.3, No.1 Sdn.Bhd. Sarawak. Weaver David (2015). Small can be The Guide to Sarawak.2015. Essential beautiful but big can be beautiful too- information for business and pleasure in and complementary: Towards mass or the heart of South-East Asia. Sarawak alternative tourism synergy. Tourism State Government and Leisure Guide Recreation Research. 36 (2) 186-189. Publishing Sdn. Bhd. WTTC (2013) 'Travel & Tourism Economic The International Ecotourism Society. Impact 2014- World'. WTTC, Brussels.

BRIEF PROFILE OF THE AUTHOR Dr. Fency Sivadasan holds a Ph.D in Tourism Impact and Management, M.Phil degree specialized in Ecotourism and sustainable development and her Master degree in Sociology from the University of Kerala. She is currently working as Research Manager at Sarawak Tourism Board (STB) under the Ministry of Tourism, Arts, Culture, Youth and Sports, Sarawak state, Malaysia. She is represents STB as the Cluster Advisor (Service Industry & Tourism) of Sarawak Research and Development Council under the Ministry of Education, Science and Technological Research, Sarawak, Malaysia. Email:[email protected]

Journal of Tourism, Volume XVIII, No. 2, 2017 47

K e y W o r d s Tourism Area Life Cycle (TALC) - A Case Study of the Kuruva Host Community, Islands Kuruva Islands, Tourism Area Life ANJANA AS Cycle, Wayanad STEPHEN MATHEWS Tourism. Research Scholar, Department of Commerce, St.Berchmans College, Kottayam, Kerala Director, BerchmansInstitute of Management Studies, Kottayam, Kerala.

Abstract INTRODUCTION Tourism is considered as a double- edged sword, capable of generating ourism in general has ample influences, both favorable impacts, such as promoting favorable and unfavorable, on the economy, society, economic welfare, supporting and environment. Being the fastest growing multi- livelihood of vast population, cultural T exchanges, etc. as well as unfavorable billion dollar industry, which contributes 3.5% to the total i m p a c t s o f e n v i r o n m e n t a l GDP and 3.6% to the total employment worldwide (WTTC, degradation, cultural deterioration, destruction of wildlife, etc. The 2016), it is a phenomenon capable of eliminating economic tourist destinations undergo a series deprivation, poverty (Binns & Nel, 2002;Chok, Macbeth & of transformations and determining Warren, 2007) ,empowering communities(Knight & Cottrell, these changes and coping with them will ensure the maintenance of their 2016; Ashley, 2000) , and boosting development, especially desirability on the economy and in areas which are low in resources (Tetsu, 2006). society. This case study is an endeavor to identify the present stage Tourism is essentially a tool beneficial for both tourists, of tourism development in the communities and the nation as a whole (Mbaiwa& Stronza, Kuruva Islands, an ecotourism destination situated in the Reserve 2010; Erik, 2011; Wall & Mathieson, 2006). “Tourism Forest of Wayanad district, Kerala, industry changes, and it changes the economic landscape with using R.W. Butler's Tourism Area it”(Tooman, 1997, p.918).Therefore, the progress of tourism Life Cycle Theory (TALC). Number of visitors and revenue generated affects tourists and communities, as well as other stakeholders from them along with the attitude and such as allied industries, government and, private parties in perception of residents towards tourism development were taken as numerous ways. Unsustainable development or improper criteria of evaluation. A questionnaire tourism management might be suicidal for the destination by among 60 residents and interviews resulting in losing its attractiveness and originality (Erik, with 27 accommodation providers and VSS (Forest Protection Forum) 2011; Francis-Lindsay, 2009; Taylor, 1996; Zhu, Liu, Wei, members were conducted. Trend Li, & Wang, 2017). analysis, ANOVA, and regression are the statistical tools used for analyzing When it comes to a tourism destination, it is not static. It goes the data. The results depict that the through a journey which is experienced by multiple phases destination is in the consolidation stage of evolution and the resident where each stage is detected differently and affected community has started experiencing concurrently(Cooper, 1992; Ian & Goodall, 1992; Butler, adverse impacts of tourism. The slow 2011). Richard W. Butler (1980), who introduced the most growth rate in visitors reflects impending stagnation. It is suggested popular and widely-accepted conceptual theory on Tourism that the destination management Area Life Cycle (Potter&Philips,2004), proposed six stages of should take immediate measures for ensuring sustainable tourism, the life cycle of the destination each characterized by a set of including more community-based criteria upon which each one of the phases or stages is tourism ventures. recognized. The life cycle assessment helps in effective

Journal of Tourism, Volume XVIII, No. 2, 2017 49 management of a tourist destination boats and bamboo rafts arranged by the (Castellani, 2010) to maintain a District Tourism Promotion Council and the destination's position and its South Forest Division of Wayanad District. competitiveness (Mihalic, 2000). The This beautiful eco-tourism destination changes in the destination life cycle act as includes natural dense forests, fresh water an early warning system to the tourism streams, and different species of animals, in a authorities (Harald, 2010) so that remedial serene atmosphere. These natural settings attract thousands of nature lovers, trekkers action can be undertaken on time. and other travellers all around the globe, Kuruva Islands making it a popular tourist destination in the The Kuruva Islands are a group of riparian region. The destination was officially opened islets spread across an area of 141.01 hectors, for tourists in 2004-05 (DTPC Wayanad, which are part of the Reserved Forest of 2017), and is jointly managed by South Wayanad District of the state of Kerala, Wayanad Forest Division and the District located in the southern tip of India (Census of Tourist Promotion Council, Wayanad. Less India, 2011). The Islands are surrounded by than 10 islets of the whole area are accessible small streams and accessible only through for tourists and the rest is accessible only to

NEED FOR THE STUDY current phase of progress using Richard W. Being an ecotourism destination situated in Butler's Tourism Area Life Cycle (TALC) an extremely sensitive area with ever- Theory. Growth in number of tourists, increasing popularity among travelers, the revenue generated from tourism, destination might have been experiencing perceptions of the local community, both positive and negative impacts of opinions of Vana Samrakshana Samithi tourism development. Even though the (VSS) members [Forest Protection Forum, definition of ecotourism itself (The an NGO] and accommodation providers on International Ecotourism Society-TIES tourism development are the selected 2015) rested upon the concept of criteria of evaluation. The trend of the sustainability, the growing number of destination predicts if the location faces tourists, considering the environmentally- signs of stagnation/early stage of decline. fragile destination, generates questions on Thus, the study attempted to achieve the the quality as well as the sustainability of following objectives: theKuruva Islands. 1) Identify the present stage of tourism The present study focuses on understanding development of the Kuruva Islands. the evolution of the Kuruva Islands, and its 2) Suggest strategic measures appropriate

50 Journal of Tourism, Volume XVIII, No. 2, 2017 for the stage of TALC identified by 1) The exploration stage begins with above. explorers, who unlike other tourists, prefer LITERATURE REVIEW and find an undisturbed, pristine location of Tourism Area Life Cycle (TALC) interest coming to a destination, which The Tourism Area Life Cycle (TALC, see lacks any facilities or access. Local Figure 1), much influenced from product residents, at this point of time, are not at all life cycle theory in marketing, goes through disturbed by them. As they (the residents) six phases of evolution: exploration, see a growth inthe number of visitors, they involvement, development, consolidation, will readily provide essential facilities to stagnation and finally decline/rejuvenation. the visitors.

Figure 1 Tourism Area Life Cycle

Source: Butler (1980)

The increased number of visitors to the revenue. Even though the number of location opens new economic possibilities, tourists is still increasing, the growth rate which results in more infrastructure indicates a decreasing trend. The nature of development by both private and public visitors at the beginning phase will be agencies; this shifts the phase into the different as the destination progresses. In involvement stage. In the development the stagnation period, the carrying capacity stage, the popularity of the destination of the destination is reached and the increases further. More attractions and destination is no longer fashionable. This is marketing strategies are developed and the phase crucial to the destination which adopted, mostly by external investment decides the future of the destination and replacing the involvement of the local whether it goes to the decline stage or people, in order to meet the requirements of rejuvenation stage. If no further remedial the growing number of tourists. The actions are taken in stagnation period, there consolidation phase shows the local is high chance for moving to the decline community as more dependent on tourism stage.

Journal of Tourism, Volume XVIII, No. 2, 2017 51 The TALC facilitated the classification of In order to validate the first criterion, the the residents and tourists (Diedrich & following sub-hypotheses are proposed:

García-Buades, 2009; Faulkner & H1a:There is a reduction in growth rate in Tideswell, 1997; Ramseook-Munhurrun, the number of tourists. 2011, Butler, 2010; Kyungmi, 2002) in H1b:There is a reduction in growth rate of accordance with their experiences revenue generated from tourism. throughout the life cycle. 'Critical range of The second criterion used to determine the elements of capacity' in the graph is a stage of TALC is explained in the destination management strategy. It is the following section. expected carrying capacity of a destination determined according to the destination TALC AND RESIDENT COMMUNITY characteristics, and when reached, there The host community is the one that is should be visitor management. Otherwise, mostly affected by the tourism development the destination will transform to stagnation in a region(Kim, Uysal, & Sirgy, 2013). In and then will decline. each cycle of evolution, as the development The following hypothesis was set to reach process proceeds, the involvement in the objective 1: tourism by the host community differs, based upon the degree of satisfaction and H The Kuruva Islands are in consolidation 1: support for tourism(Hung, 2013; Šegota, stage of tourism development. Mihalic, & Kušcer, 2017; Woo, Kim, & The original TALC theory considered the Uysal, 2015). “Destination development not number of tourists to a destination, from the only affects residents' attitudes but also destination's introduction to the current their overall quality of life”( Uysal, Perdue point, as the measuring criteria (Butler, & Sirgy, 2012). By identifying the 1980). Another study (Cooper and Jackson perception and attitude of resident 1989), considered visitor numbers as well community towards tourism development, as other tourist statistics, for the analysis. its support for the same can be identified Variables, such as, resident's perception of (Stylidis, Biran, Sit, & Szivas, 2014). The tourism development, visitation trends of tourism impacts experienced by the tourists and, biological indicators of the community in each life cycle stage are ecosystem, were analyzed by Johnson and different, and their experiences/perception Snepenger (1993) for determining the can shed light on the current stage of the TALC of the Greater Yellowstone region. life cycle of the destination. With a composite analysis of multiple The Doxey's Irritation Index (1975) (Figure measures, the accuracy of the results can be 2) suggests four types of resident assured. The first criterion is based on the community responses to the tourism trends in tourist statistics, namely, number destination development and perceived of visitors and the revenue generation from tourism benefits, i.e., euphoria, apathy, tourism. irritation and antagonism.

52 Journal of Tourism, Volume XVIII, No. 2, 2017 Figure 2 Residents' Irritation Index

Source: Doxey (1975)

Euphoria is the stage where a low number Antagonism is attributed by undefended of visitors are present and fewer expressions of dislike towards tourism. disturbances to the residents are attributed. Thus, the residents' perceived (positive and Apathy is the condition where visitors are negative) impacts of tourism can be an more frequent and there is a formalized indicative factor of the current stage of the communication and visitor management as tourism life cycle in the Kuruva Islands. they (host community) begin to depend on Thus, a third sub-hypothesis is proposed: this new income option. Tourism activities H1c : The perceived positive and adverse and development starts to irritate the impacts of tourism contribute differently to residents when it is affecting their lives the perceived total impacts from tourism. negatively or they believe that the The two criteria used to identify the phase perceived positive impacts are less than the of TALC at Kuruva islands and three sub- negative impacts (social exchange theory) hypotheses set for the purpose are depicted as the number of tourists are high and the by Figure 3 Below. destination reaches a stagnation point. Figure 3 Proposed Model s e l

Criterion 1 b a i r Tourism statistics –Number (H1a)&Revenue (H1b ) a v t

TALC stage (dependent variable) n

e d

Criterion 2 n e p

Perceived impact of tourism – of residents (H1c), e d n

VSS members and accommodation providers I

Journal of Tourism, Volume XVIII, No. 2, 2017 53 METHODOLOGY FOR THE Forest Management where forest dependent STUDY families are members participating in the Although many authors conducted planning and implementation of various numerous empirical studies based on the forestry and community development original life cycle theory (Hovinen, 1981; programs. Ecotourism under the Forest Cooper, 1992; Karplus & Krakover, 2005; Department is administered by these bodies Martin & Uysal, 1990 etc.), the treatment acting as Non-Governmental Organizations and approaches preferred by each one are (NGOs) along with the Forest Department different from one another in terms of of the government. factors selected, such as number of tourists, Resident respondents are selected via the infrastructure development, satisfaction of judgment sampling method according to the the tourists, investment by government and proximity of residents with the destination. other parties, number of accommodations, Data was collected using the structured residents' attitude, etc. In order to identify interview method. Ten VSS members are the tourism life cycle stages, the current interviewed informally in order to get study has taken into account five detailed information on tourism evolution phenomena, i.e., tourist arrival, revenue of the destination since they were a part of generated from tourism, residents' attitude it long before it was open to tourists. Also, towards tourism development, and opinions opinions of 17 accommodation providers on of accommodation providers and Vana tourism development and its impact on the Samrakshana Samithi (VSS) members. area are also taken into consideration. Quantitative (number of tourists and SURVEY INSTRUMENT tourism revenue) along with qualitative data With extensive review of literature, (attitude and perception of residents) are different statements regarding the used for the study. Secondary data of community perception on the tourism number of tourists and revenue generated impacts and the tourism development were from tourism since the introduction of the generated. Then, the statements were rated destination from 2004 until 2017 are by experts, based on its relevance and collected from government offices such as, suitability to achieve the objectives of the District Tourism Promotion Council study. After scrutiny, the survey instrument (DTPC, Wayanad District), South Wayanad was pretested among 20 residents where, 41 Forest Division and Kerala Tourism statements on which, the resident's Department. National and international perception on tourism are evaluated. Based articles and books and, official websites on the pretest, the statements having item- relevant to the field are referred for the to-total correlation below .3 are eliminated. study. The primary data were collected Afterwards, the final instrument was directly from the residents, accommodation developed with 19 statements under two providers and VSS members. constructs i.e., positive tourism impacts and SAMPLING DESIGN adverse tourism impacts and, measured on a Being a remote and protected area, the total 5-point Likert scale. Convergent validity population is comparatively low. Primary was assessed and, the correlation values data are collected from among 60 residents ranging from .471 to .688 are significant at of the Kuruva Island, 10 VSS (Forest an alpha level of .001.Discriminant validity Protection Force) members and 17 was established when the cross-construct accommodation providers.The VSSs are the correlation showed values less than .234. village level bodies under Participatory Cronbach's alpha of the first and second

54 Journal of Tourism, Volume XVIII, No. 2, 2017 construct is .75 and .74 respectively, which sections, i.e., time series analysis and satisfied the recommended level (Nunnally measurement of attitude of residents. & Bernstein, 1994), thus ensuring 1) Time Series Analysis consistency of these constructs. Trend analysis is applied for identifying the ANALYSIS TOOLS trend of the data obtained from the District This study made use of trend analysis of Tourism Development Council (DTPC), tourist arrival and tourism revenue Wayanad, on the total number of tourists data.Italso measured the perception of who visited the Kuruva Islands, and the residents on tourism impacts in accordance revenue generated from them since the with their degree of involvement with introduction of the destination, from 2004 tourism. Trend analysis, regression analysis to 2017. and ANOVA are the statistical tools used Figure 4 shows the growth of number of for analysis and testing of hypotheses, using tourists since the beginning of the SPSS 20.0 software. destination as a tourist spot, using time ANALYSIS OF DATA COLLECTED series analysis. The analysis part is divided into two

Figure 4 Total Number of Visitors

Source: DTPC, Wayanad

The chart depicts both linear trend line and goodness of fit (more than .60 is an exponential trend line, showing a acceptable). The growth rate of visitors growing but unstable change in number of shows a declining trend. The trend line visitors. The data shows that there is a equation (y = 25181x - 5E+07) predicts the positive correlation between year and the future trend of the visitors which shows number of visitors (correlation slow growth rate. Thus, it is evident that coefficient=.879), with an R² value of even though the numbers of visitors are 0.77(coefficient of determination) which increasing, the yearly growth rate is shows less variability, thus providing decreasing. Testing the hypothesis shows

Journal of Tourism, Volume XVIII, No. 2, 2017 55 significance at 95% confidence level which number of tourists. leads to the acceptance of the hypothesis. Figure 5 shows the growth of revenue from Thus using trend analysis, the first sub tourism since the beginning of the hypothesis is accepted. destination as a tourist spot, using time

H1a : There is a reduction in growth rate of series analysis. Figure 5 Revenue from Tourism (€)

Source: DTPC, Wayanad The graph shows a comparatively consistent of visitors. A further detailed analysis is growth in terms of revenue generated from required to look at the reason for this tourism. The data shows that there is a phenomenon. positive correlation between year and the 2) Attitude Measurement of Residents revenue generated (correlation (Primary Data) 2 coefficient=.897), with the R value of The host community of a destination is 0.805 showing less variability. Calculation highly influenced by tourism activities in of trend line equation (y= 2E+06x - 3E+09) that area and the attitude of each person predicts the future trend in tourism revenue towards tourism development differs in increasing with slow growth rate. Testing accordance with his or her degree of the hypothesis at 95% confidence level involvement with tourism, residential leads to the acceptance of the sub- proximity, experienced benefits or hypothesis adversities etc. In each life cycle stage, the

H1b :There is a reduction in growth rate of attitude of residents will change, and it revenue generated from tourism. reflects their overall perception towards As the number of tourists increases, the tourism development and support in the revenue from tourism also increases. But locality. Based on their perception, the life the growth rate in tourism revenue is higher cycle stage of destination can be compared to the growth rate in the number ascertained. In order to measure the tourism

56 Journal of Tourism, Volume XVIII, No. 2, 2017 impacts perceived by resident community 2.2) Regression Analysis of the Kuruva Islands, a survey was 2.2.1) Regression analysis- positive and conducted among 60 residents. adverse impacts in total impacts 2.1) Profile of the Respondents The study intended to evaluate the Female respondents constitute more of the perception of the residents on the impact of sample than male respondents, having a tourism in the locality both positive and share of 56.7% in total number with respect negative. The 19 statements in the two to 43.3% of male respondents. Majority of constructs measure the perception of the the respondents are from the age group of sample respondents, i.e., local communities, 26-35 constituting 28.3%, followed by the towards positive as well as negative age group of 36-45. The lowest number of impacts of tourism development. The respondents is from the age group of 15-25 degree of association of each of these constituting a percentage of 13.3%. variables, to the perceived total tourism Considering the involvement of residents in impact is measured with multiple linear tourism activities, of the total respondents, regression analysis. Regression statistics 30% have no interaction with tourists. And establishes R square value shows that all three other groups who have some or 59.3% of variance in perceived tourism more interaction with tourists constitute impacts can be explained from the 23.3% of the total respondents equally. independent variable, i.e., 'adverse impact' Tourism involvement (aggregate of once in and 40.7% of variance is explained from a while, often and almost daily) by male the independent variable, 'positive impacts'. and female respondents positions in and A Durbin-Watson test criterion is satisfied around the same rate 70%. at a value of .925.The following table summarizes the test results.

Table 1 Model Summary-Regression Analysis (N=60)

R R Square Std. Durbin- Model R B β T Sig F S ig. Sq uare Chang e Error Watson 1-Adverse .52 .77 9.19 .00 84.62 .770 .593 .5 93 .30091 .000 impact 4 0 9 0 4 .925 2-Positive .53 .67 7.05 .00 49.70 .679 .407 .4 07 .34628 .000 impact 2 9 0 0 3 To know the significance of this result, the experienced by the residents are higher following hypothesis is tested. compared to the benefits received from

H1c : The perceived positive and adverse tourism. It signifies that, the Kuruva Islands impacts of tourism contribute differently to have started facing adverse impacts of the perceived total impacts from tourism. tourism development. Regression equation for the first model is, DISCUSSION y= .524x+ 1.610 and, for the second model The major purpose of the study was to is, y=.532x+ .992. Regression statistics identify the phase in the Tourism Area Life shows that the model fits, thus, H1cis Cycle of the Kuruva Islands. On the basis accepted. It postulates that both positive of the analysis of the data collected for the and adverse impact factors of tourism study it is found that: contribute differently to perceived total o Time series analysis shows that, tourism impacts. The adverse impacts tourism will continue to grow in the

Journal of Tourism, Volume XVIII, No. 2, 2017 57 Kuruva Islands. However the growth which in one way resulted in lesser rate shows a declining trend. profits but, on the other side, the o The perception of the residents of the options and quality of services to impact of tourism on the locality is tourists have increased. More slightly more adverse than positive. accommodations help the community Considering Doxey's Irritation Index, by providing more jobs and more the residents started to show signs of purchase of local products. They are in irritation over tourism development in the opinion that tourism is a strong the area. facilitator to the economy, but o Interviews with the VSS members government is not providing any reveal that, even though there is local support in any form in this sector. participation in tourism, an enormous The characteristic of a destination at the portion of the benefits are enjoyed by consolidation phase is compared with that other private investors making less in the Kuruva Islands on the basis of the room for local residents. data collected from local communities, o Interviews with homestays and hotel accommodation providers and VSS room providers reveal that the numbers members is presented below in Table 2. of new hotel ventures have increased, (method adopted by Berry, 2010) Table 2 Criteria for Consolidation phase applied to the Kuruva Islands

CRITERIA OF CONSOLIDAT ION PHASE KU RUVA ISANDS COMPLIANCE(YES/NO) Rate of increase in Tourism declines Yes Resident-visitor ratio high Yes Tourism major part of the econo my Partly Yes Carrying capacity re ached N/A Signs of mass t ourism Yes Adverse impacts experienced by Residen ts Yes Environmental degradation Partly Yes Local control over t ourism business declines Yes

There are five affirmed indications (YES) Areas to be looked into include: against the eight criteria/ characteristics . An examination of the relationship considered for the consolidation stage and between the revenue from tourism and two additional criteria are partly fulfilled. the number of tourists. The data reveals Hence the major hypothesis can be that, although there is a declining rate of accepted that the Kuruva Islands are in the growth in the number of tourists, the consolidation stage of tourism development. revenue still shows an accelerating IMPLICATIONS growth. The consolidation phase is a caution stage, . There is a need to conduct carrying where the location is moving towards the capacity studies, in order to control the stagnation, which is very crucial, when crowd, as this is an environmentally- drastic steps are demanded to prevent the protected area. location slip down to the decline stage. So . Local community to be taken into it is time for the concerned authorities to confidence, in developing strategies for develop strategies to be implemented in the the future. near future. . Further quantitative growth should be

58 Journal of Tourism, Volume XVIII, No. 2, 2017 controlled and should focus on LIMITATIONS qualitative factors, this is key to There are multiple criteria to identify the sustainable tourism. TALC, but only a few are used in this . To ensure the satisfaction of tourists, study. There is a possibility to expand the their expectations should be made study by incorporating the level of realistic by positioning the location as an satisfaction of tourists from the destination, ecotourism spot. as well as the carrying capacity CONCLUSION assessments, which will further make the It can be concluded that the Kuruva Island results strong. Local communities' support tourism is in consolidation stage of towards tourism development is not evolution of tourism locations (TALC). considered for the study, which can be a This is a warning stage for a destination, strong contributor to TALC studies. and immediate measurements need to be SCOPE FOR FUTURE RESEARCH taken to prevent the destination from Future research can include more stagnation and further decline. respondents' characteristics for the survey All concerned the local community, where indicators such as, the local tourism promotion agencies and the communities' residence proximity, their potential tourists - must be engaged in involvement in tourism and tourism developing the right strategies for the employment background of the community future. This will ensure the protection and members can be considered, as these factors sustenance of this ecotourism destination. are also influencing the perception of The location should be positioned and communities. Also the economic, socio- marketed as a responsible tourism spot, so cultural and, environmental carrying that the tourists will have a realistic capacity and its ability to define the expectation of the locality and, will destination's life cycle and sustainability is participate responsibly so as to reduce an important element to study, which can negative impacts to the community as well further support the destination management as the environment. council to make decisions on better planning and management. APPENDIX Table 3 Reliability statistics (N=60) CRONBACH’S CONSTRUCTS AND STATEMENTS ALPHA Construct 1 : Positive Tourism impacts .75 1. Tourism is an important part of the economy of the com munity. 2. Tourism opened up new employment opportunities in the region. 3. Local communi ties in the destination became more independent beca use o f tourism. 4. Tourism in the Kuruva islands nourishes the local businesses. 5. Transport ation and communication facilities have im proved in the Kuruva islands after the introduction of tourism. 6. Quality of living has improved as a result of tourism. 7. The culture of the local community is promoted and appreciated with tourism activi ties. 8. Communities can attain more knowledge by interacting with tourists and tourism activities.

Journal of Tourism, Volume XVIII, No. 2, 2017 59

9. Tourism in the Kuruva Island is being managed sustainably. 10. Tourism facilitates protection and conservation of the environment. Construct 2: Negative tourism impac ts .74 1. Because of tourism, the cost of goods and services has increased. 2. Land value in the destination has increased after the introduction of tourism.

3. Local communities’ lives are disturbed by tourism activities. 4. The number of crimes and conflicts have e levated with the introduction of tourism in the area. 5. The lifestyle of the local commun ities is negatively influenced by tourism. 6. T ourism opened the area up to waste disposal at large quantities. 7. Tourism creates crowd and traffic problems in the locality. 8. Tourism damages the ecosystem of the locality. 9. Quality of the destination has degraded with touri sm development. Composite reliability of the scale .73 REFERENCES Census of India. (2011).Office of the Ashley, C. (2000). The impacts of tourism Registrar General & Census on rural livelihoods: Namibia's Commissioner, India. experience. Sustainable livelihood,128, Chok,S., Macbeth,J. & Warren, C.(2007). 1-34. Tourism as a Tool for Poverty Berry, T.(2010).The predictive potential of Alleviation: A Critical Analysis of “Pro- the TALC model.In Butler, R. W. (Ed.), Poor Tourism” and Implications for T h e T o u r i s m A r e a L i f e Sustainability. Current Issues in Cycle,Conceptual and Theoratical Tourism, 10(2), 144165. Issues.Vol 2.Channel View Publications. Cooper, C. (1992). The Life Cycle Concept 254-279. and Strategic Planning for Coastal Binns, T., & Nel, E. (2002). Tourism as a Resorts. Built Environment, 18(1), 5766. Local Development Strategy in South Cooper.C. and Jackson,S.(1989).Destination Africa. The Geographical Journal, life cycle: The Isle of Man Case study. 168(3), 235247. Annals of Tourism Research16(3), 377- Butler, R. W. (Ed.)(2010). The Tourism 398. Area Life Cycle, Applications and Diedrich, A., & García-Buades, E. (2009). Modifications.Vol 1.Channel View Local perceptions of tourism as Publications. indicators of destination decline. Butler, R. W. (2011). Tourism area life Tourism Management, 30, 512521. cycle. Contemporary Tourism Reviews, Doxey, G.V. (1975) A causation theory of 20, 557570. visitorresident irritants: methodology Butler, R.W. (1980) The concept of a and research inferences, Proceedings of tourist area cycle of evolution: the Travel Research Association, 6th implications for management of Annual Conference, San Diego, resources. Canadian Geographer, 24, 5-12. California, 1958. Castellani, V. (2010). Development of Erik, L. (2011). Evaluation of Tourism methodologies and indicators to assess Impacts - A Sustainable Development sustainability in tourism and P e r s p e c t i v e . U n i v e r s i t y o f agriculture.University of Milano, Gothenburg.Sweden. Bicocca. Faulkner, B., & Tideswell, C. (1997). A

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Journal of Tourism, Volume XVIII, No. 2, 2017 61 Management, 17(4), 309-310. Tetsu,K. (2006). Tourism Promotion and Tourism: Change,Impact and Regional Development in Low-income Opportunities.Pearson Education Developing Countries. The Pakistan Limited, England. Development Review, 45(3), 417424. Woo, E., Kim, H., & Uysal, M. (2015). Tooman, L. A. (1997). Multipliers and Life Life satisfaction and support for tourism Cycles : A Comparison of Methods for development. Annals of Tourism Evaluating Tourism and Its Impacts. Research, 50, 8497. Journal of Economic Issues, 31(4), WTTC (2016) Annual Report of World 917932. Travel and Tourism Council. Uysal. M., Perdue.R. R., &Sirgy, M. Zhu, H., Liu, J., Wei, Z., Li, W., & Wang, J.(Eds.)(2012). Handbook of Tourism L. (2017). Residents' attitudes towards and Quality-of-Life Research: sustainable tourism development in a Enhancing the Lives of tourists and historical-cultural village: Influence of Residents of ost communities. Springer. perceived impacts, sense of place and Wall, G., & Mathieson, A. (2006). tourism development potential. Sustainability, 9(61). 1-15

BRIEF PROFILE OF AUTHOR(S) Ms. Anjana A.S is a full time doctoral research scholar in the Research and Post Graduate Department of Commerce, St.Brechmans College, Changanacherry, Kerala. Her Focus area of the study is one the tourism impacts on tribal communities. Email: [email protected] Corresponding Address Dr. Stephen Mathews joined as a faculty of Commerce in St.Brechmans College, Changanacherry, Kerala in 1977, recognized as a research guide in the Research Center of Commerce Department in 2009, currently serving as director of M.B.A program at St. Brechmans Institute of Management Studies in the same college. Email: [email protected]

62 Journal of Tourism, Volume XVIII, No. 2, 2017 K e y W o r d s Sustainable tourism in Gujarat- views of community

Community response, RAJUL BALMUKUND MISTRY gujarat, sustainable tourism. RENUKA GARG G. H. Bhakta Management Academy, Department of Business and Industrial Management, G. D. Goenka International School-Surat Gujarat, India

Abstract INTRODUCTION Sustainable tourism is a fforts towards sustainable tourism development lead concerted effort of all to have a positive effect towards nature, local people stakeholders be it the Eand economy of the destination. To cater the needs of government, tour operators, tourists as well as the local people, sustainable tourism community or the tourists. aiming at improvement of resources of the destination is It becomes imperative to must. While giving a boost to tourism care has to be taken so look beyond mere visitor that tourism is not detrimental to the natural environment maximization at the (Fabricius and Carter, 2007). In the name of development we destination. Rather than have witnessed the depletion or destruction of the resources. looking from only tourists An integrated approach and concerted efforts are required of and the tourism industry all the stakeholders. The government of Gujarat is concerned point of view, an integrated about sustainable tourism as the state has considered tourism approach will result in sustainable development of as one of the significant agent of economy development that the destination. The paper leads to sustainable and a comprehensive development. The aims to study the views of vision statement of 2015-20 tourism policy stressed upon community about tourists improving the experience of tourists, association with local and how tourism affects people, focus on nature, improving prospects for better their area. A descriptive investment. The state government has begun to focus on research design and survey attracting more tourists and development of tourism method was adopted for the infrastructure along with benefits to the environment, society study. For sampling non- and the economy. probability convenience The state government is focusing on infrastructure technique was used. The development, promotion and policies so as to enhance sample unit was the local tourism in the state. The state is actively working on people of Gujarat. Non- effective use of tourism resources so as to attract more disguised, structured tourists and get more benefits by it. There is an increase in questionnaire was used as tourist inflow in the State (16.94%) from 38.3 million in an instrument. The FY16 to 44.8 million in FY17 and from other Indian states R e s e a r c h s p e c i f i e s grew 22 per cent. According to data collected from the community response about Gujarat Industrial and Technical Consultancy Organisation tourists and impact of tourism in the area, tourism (Gitco), the growth in tourist inflow was 263 per cent merits and demerits and compared to 2006-07. The state tourism board is actively factors affecting sustainable concerned for the protection of environment, cleanliness and tourism in the region. sanitation, by doing activities like “Swachh Bharat”, “Swachh

Journal of Tourism, Volume XVIII, No. 2, 2017 63 Gujarat”; by implementing the criteria for have been introduced and employment sustainable tourism for India, by spreading generation schemes are introduced through awareness among stakeholders by the tourism activities like camel safari, means of seminars or workshops, by trekking. The cultural values are being encouraging green projects with financial incorporated in terms of festivals and support, by taking help of public or PPP to events celebration in the state. The state construct and maintain public convenience government has come out with the project facilities. The major concern is to have of development of 'rural tourism' in Hodka- sustainable tourism practices in the state. Kutchh village by incorporating with 'Kutch The state government is appreciating units Mahila Vikas Sangathan' an NGO. The that focus on environment protection with Global Environment Facility and the World special recognition. Actions for sustainable Bank has identified Gir as site for eco- tourism in the state taken are: tourism units development project, where they are with energy audits are provided with 75% involving local people from planning to of cost assistance, maximum token of execution of the project, as well as they are 50000 Rs per unit and special recognition providing incentives for conservation of for 'green buildings, solar and renewable environment and for prevention of energy methods'. resources destruction. The government is involving community The efforts of state government to involve for the conservation of the environment. community for the planning and The Banni project in Saurashtra and Kutchh implementation of tourism projects in the has got tremendous success with the state as well as their concern for betterment involvement of local people (herds' men) in of the society by providing more to planning, implementing, preservation and employment opportunities could be well resources allocation and it resulted in to the seen. At the same time, the views of restoration of 1200 hectares grassland. For community regarding development of execution of mangroves restoration projects tourism in the area, tourism impacts and in the area of Kutchh and Gulf of factors to be considered for sustainable Khambaht, Global Environment facility has tourism become imperative. In this paper an proposed community based management attempt has been made to elicit views of model with the support of India Canada community about factors affecting environment facility. The project of sustainable tourism in the region through a conserving biodiversity by Vikram Sarabhai proposed model. The following factors Centre for Development Interaction was a were included: factors considered for success in restoring ecological balance and residing in the area, best season to visit the development of natural resources in place, tourists' behaviour towards selected areas with the help of local community, change in community's community. Another project “Coastal Eco- behaviour to avoid tourist crowd, tourists' Village Development Programme” has been accommodation with residents, level of designed so as to protect and manage the tourism development, government mangroves with the help of local concentration for development, tourism community in coastal areas of Gujarat. The merits and demerits and identifying factors state government is also concerned about affecting sustainable tourism. the benefits of society. It is giving priority LITERATURE REVIEW to the involvement of local people through Sustainable development is the significant generating more opportunities for tool for having an effective association of employment in identified areas of Gujarat. tourists, nature and the community The employment projects of 'Gujarat Gram (Yurtseven and Donmez, 2004). Sustainable haat', 'Swarna Jayanti Gram Sadak Yojana' tourism aims at the increase in number of

64 Journal of Tourism, Volume XVIII, No. 2, 2017 tourists arriving and continuous Pongponrat (2011) added community development of infrastructure at the participation to the sustainable development destination, while sustainable development approach and suggested having 'Community is concerned about fulfilment of Based Sustainable Tourism Approach' requirements at present without affecting (CBST) with a purpose to decrease the the future generations' ability to meet their tourism negative impacts on the destination. requirements (Kontogeorgopoulos, 1999). He explained that CBST approach will lead According to Taneja (2006), there should to benefits such as generation of be an association of organizational needs employment opportunities, enable local with the needs of local community. In people to be independent and to have addition to this, Zapata et al (2011) improved living standards. Sakata and extended the approach which also includes Prideaux (2013) added 'Community Based different types of tourism products. Bahaire Eco-tourism Approach' (CBET) so as to and White (1999) explained that conserve the environment with an aim to 'Community Based Tourism Planning' get economic and social benefits to the (CBTP) approach is required so as to alter society. stability of command within the Different dimensions were identified for participants. While Hensel et al (2013) and sustainable tourism over a period of time, Okazaki (2008) proposed that CBTP is such as Identify significance of the place; required for sustainability. In addition to conserve the environment, controlled this, Iorio and Corsale (2014) described that planning and development, managing CBTP is helpful to manage tourism 'carrying capacity' and waste clearance activities using endogenous resources. system so as to satisfy both local people Kayat (2002) also believed that prevention and tourists and to generate benefits to the of resource degradation can be achieved society and economy (WTO, 1997), 'VICE with the help of community participation. model'- conserve and improve the culture Tosun (1999) explained 'Community and environment of the destination by Participatory Development Approach'. He involving tourists and community and look described that the realization of community for benefits to the environment, local participation in development of tourism is people, tourists and the industry, 'Global significant and categorized participation of Sustainable Tourism Criteria'- efficient community in following categories: active, planning for sustainability so as to passive, direct, indirect, formal, pseudo, maximize positive impacts on society and informal, authentic, spontaneous, induced, economy of community, tourists and to and coercive. Taneja (2006) also suggested minimize the undesirable impacts on culture having 'Bottom Top Approach' so as to and environment, 'three pillars of incorporate the development needs and sustainable development'- conservation of requirements of community with the environment, involvement of local people nationwide plans. in development, positive impact to the Taneja (2006) also explained the society and economy (Tixier, 2009). 'Sustainable Development Approach' with RESEARCH OBJECTIVES an emphasis on the on-going use and Objective of this research is to study the advantages of resources in present and also views of community in Gujarat about in future. He also suggested conserving the tourists and tourism effects and about environment and culture for both the factors affecting sustainable tourism in society and the tourists, as degradation of Gujarat. these resources will lead to less attractive METHODOLOGY image of destination to the tourists and A quantitative approach is adopted for the inappropriate environment for residents. study. The research design chosen is

Journal of Tourism, Volume XVIII, No. 2, 2017 65 descriptive. The data sources are primary data. Age group of respondents is from 16 and secondary. For the secondary data to 60 years divided in to 9 classes, each reports, journals and websites were classes having interval of 5 and 10th class is scanned. Structured questionnaire was used above 61. Sample unit was community of as an instrument for collecting primary Gujarat. Survey is conducted.

Table 1 Sample framework of community

66 Journal of Tourism, Volume XVIII, No. 2, 2017 (source: (Districts of Gujarat) Non- probability technique convenience Banaskantha 7. Ahmedabad-Gandhinagar- sampling and respondents were chosen Aravali-Sabarkantha 8. Kheda-Mahisagar- from following circuits: 1. Kutch 2. Panchmahal-Vadodara 9. Narmada- Surat- Porbandar- Dwarka 3. Junagadh- Gir Valsad- The Dangs. The total sample was Somnath 4. Bhavnagar 5. Rajkot- collected during the year 2015. Surendranagar 6. Mehsana-Patan-

Journal of Tourism, Volume XVIII, No. 2, 2017 67 Picture 1 Gujarat tourism map

To study the views of community about following constructs were identified: tourists and tourism effects in their area, Table 2 Measurement and scale No. Constructs Questions Scale 1 Factors What do you like about living in Simple category scale - con sidered for the area? dichotomous data (yes/ no) residing in the area 2 Response about Which is t he best season to visit Multiple choice sin gle tourists and your area? response scale tourism industry Do you like h aving tourists visit Simple category scale - in your area? dichotomous data (yes/ no) Would you say that tourists are Likert type scale (1= very friendly or unfrie ndly towards friendly to 5= very the community? unfriendly) How often would you meet Likert type scale (1= visitors/ tourists while you are Always to 5= Never) doing your favourite recreational activity? To avoid tourist crowd in your Likert type scale (1= area, have you ever: 1. Changed Always to 5= Never) your shopping time?, 2.Changed

68 Journal of Tourism, Volume XVIII, No. 2, 2017 your local recreational pattern?, 3. Went to another places for visit? Do you believe that tourists’ Simple category scale - accommodation in your house dichotomous data (yes/ no) will provide first - hand experience to them? If yes, are you ready to accommodate tourists in your house? What do you think abou t level Multiple choice single of de velopment in tourism in response scale your area? Government i n your area is Multiple choice single concentrating on facilities and response scale comfort of whom?

3 Impact of What are the impacts of tourism Likert type scale (1= tourism in the area? strongly agree to 5= strongly disagree)

DATA ANALYSIS residing in the area, response about tourists For quantitative data analysis, following and tourism industry, tourism impacts and a methods were used: cross-tab and factor proposed model indicating factors affecting analysis and reliability analysis. A model sustainable tourism in the region. has been developed and tested using Smart 1. Response about factors considered for PLS SEM package. residing in the area- gender differences LIMITATIONS Views of local people were elicited related This is Ex Post Facto Design. Researcher to the factors considered for residing in the does not have any control over the area. The factors included were: peace, variables. Only nine tourism circuits were safety and security, infrastructure included in the study and hence the development, education, business, outcome is irrelevant to outside regions. employment, environment, community's RESULTS nature, food, shopping facilities and Results of the study indicates community's transportation. Gender differences if any response about factors considered for were found.

Table 3 Response about factors for living gender differences cross tabulation

No Factors considered for % Within gender Total residing in the area Male Female 1 Peace Y es 62.9% 59.7% 61.5% No 37.1% 40.3% 38.5% Tot al 100.0% 100.0% 100.0% 2 Sa fety and Y es 17.5% 26.1% 21.4% security No 82.5% 73.9% 78.6% To tal 100.0% 100.0% 100.0% 3 Infrastruct ure Y es 38.5% 30.3% 34.7% development No 61.5% 69.7% 65.3% Total 100.0% 100.0% 100.0%

Journal of Tourism, Volume XVIII, No. 2, 2017 69

4 Education Yes 13.3% 15.1% 14.1%

No 86.7% 84.9% 85.9% Total 100.0% 100.0% 100.0% 5 Busin ess Yes 22.4% 23.5% 22.9% N o 77.6% 76.5% 77.1% Total 100.0% 100.0% 100.0% 6 Employme nt Yes 60.8% 45.4% 53.8% No 39.2% 54.6% 46.2% Total 100.0% 100.0% 100.0% 7 Environme nt Y es 65.7% 87.4% 75.6% No 34.3% 12.6% 24.4% Total 100.0% 100.0% 100.0%

8 Community’s Yes 83.2% 62.2% 73.7% nature No 16.8% 37.8% 26.3% To tal 100.0% 100.0% 100.0% 9 Food Yes 23.8% 21.8% 22.9% No 76.2% 78.2% 77.1% To tal 100.0% 100.0% 100.0% 10 Shopping Yes 16.1% 21.8% 18.7% facilities No 83.9% 78.2% 81.3% To tal 100.0% 100.0% 100.0% 11 Transportation Yes 20.3% 22.7% 21.4% No 79.7% 77.3% 78.6% Total 100.0% 100.0% 100.0% The factors considered by the male (62.20%), peace (59.70%) and employment respondents were community's nature (45.40%). (83.20%), environment (65.70%), peace There is a significant difference about (62.90%) and employment (60.80%). On views of gender for peace as an identical the other hand, female respondents like factor for living in the area. environment (87.40%), community's nature Table 4 Chi- square statistics Factors considered for residing in the area Chi- df Assymp. square Sig. Peace 13.740a 1 .000

Safety and security 85.878a 1 .000 Infrastructure developmen t 24.427a 1 .000 Educa tion 134.901a 1 .000 Bus iness 76.962a 1 .000 a Employm ent 1.527 1 .217 a Environm ent 68.534 1 .000 Community’s nature 58.687a 1 .000

Food 76.962a 1 .000 Shopping facilities 102.656a 1 .000 Transportation 85.878a 1 .000

70 Journal of Tourism, Volume XVIII, No. 2, 2017 With the help of Chi- square statistics, we tourists and tourism industry the following can see that the value of p is .000 that is aspects were covered: peak season to visit less than .05, hence we can conclude that the area, views regarding tourists, their visit there is a significant difference about the in the area, their behaviour towards views for factors considered for living in community, alteration in community's the area among male and female groups. behaviour, tourism and development in the For employment, the p value is .217, hence area. we can conclude that there is no significant Peak season: According to 87.02 % of the difference about the views for factors respondents winter is the best season to considered for living in the area among visit Gujarat. male and female groups. Tourists' visit: 100% respondents do like 2. Response about tourists and tourism tourists visiting their area. industry Tourists' behaviour: 71.4 % respondents To know local people's response about (65.7% male and 78.2% female) say that tourists are friendly towards community. Table 5 Tourists' behaviour towards community (cross-tabulation) (% within gender)

Gender

Male Female Total Would yo u say that very friendly 28.0% 21.8% 25 .2% tourists are frien dly/ Friendly 65.7% 78.2% 71 .4% unfriendly towards the Indifferent 6.3% .0% 3.4% comm unity? Total 100.0% 100.0% 100.0%

Community's views related to tourists: female) and 22.9% respondents (25.2% 36.6% respondents (42.0% male and 30.3% male and 20.2% female) agree that they female) agree that they always meet meet tourists/ visitors often and sometimes tourists/ visitors while doing their favourite while doing their favourite recreational recreational activity, while 31.3% activity. 9.2% respondents agree that they respondents (32.9% male and 29.4% meet tourists very few while doing their recreational activity. Table 6 Community's views related to tourists during their recreational activities (cross-tabulation) (% within gender) Gende r Male Female Total

How often do you meet Always 42.0% 30.3% 36.6% visitors/ tourists while you Ofte n 32.9% 29 .4% 31.3% are doing your favorite recreational activity? Sometimes 25.2% 20 .2% 22.9% Very few .0% 20.2% 9.2% Total 100.0% 100 .0% 100.0%

Altered behaviour of community's due to (60.8% male and 67.2% female) often tourists: Out of 262 respondents, 55.7% change their local recreational pattern and respondents (55.2% male and 56.3% 80.9% respondents (81.8% male and 79.8% female) often change their shopping time to female) often opt for another places to visit avoid tourist crowd, 63.7% respondents to avoid tourist crowd.

Journal of Tourism, Volume XVIII, No. 2, 2017 71 Table 7 Altered behaviour of community's due to tourists - change in shopping time (Cross tabulation) (% within gender)

Gende r Male Female Total

Change in shopping time Always 21.7% 19.3% 20.6% o ften 55.2% 5 6.3% 55.7 % Sometim es 7.0% 1 2.6% 9.5 % very f ew 11.2% 7.6% 9.5 % Never 4.9% 4.2% 4.6%

Total 100.0% 100.0% 100.0%

Table 8 Alteration in behaviour of community's due to tourists - change in local recreational pattern - gender Cross tabulation (% within gender)

Gender

Male Female Total Change in local Always 14.7% 12.6% 13.7%

recreational pattern Often 60.8% 67.2% 63.7% Sometimes 7.0% 10.9% 8.8% Very few 9.8% 6.7% 8.4% Never 7.7% 2.5% 5.3%

Total 100.0% 100.0% 100.0%

Table 9 Alteration in behaviour of community's due to tourists- opt for another place to visit - gender Cross tabulation (% within gender)

Gender

Male Female Total Opt for another place to v isit Alway s 4.9% 7.6% 6. 1% Ofte n 81.8% 79.8% 80 .9% Sometimes 8.4% 6.7% 7. 6% Very few 1.4% 4.2% 2. 7% Never 3.5% 1.7% 2.7%

Total 100.0% 100.0% 100.0%

Homestay: 77.1% respondents (74.8% male while 22.9% respondents (25.2% male and and 79.8% female) believe that tourists' 20.2% female) do not believe in accommodation in residents' house will accommodating tourists. provide first-hand experience to the tourists,

72 Journal of Tourism, Volume XVIII, No. 2, 2017 Table 10 Tourists' accommodation in community's house will provide first-hand experience to the tourists- gender Cross tabulation (% within gender)

Gender

Male Female Total Do you believe that tourists’ Y es 74.8% 79.8% 77 .1% accommodation in your N o house will provide firs-t hand experience to the 25.2% 20.2% 22 .9% to urists? Total 100.0% 100.0% 100.0%

Table 11 community readiness to accommodate tourists in their house - gender Cross tabulation (% within gender)

Gender

Male Female Total If yes, are you ready to Not applicabl e 25.2% 20 .2% 22.9 % accommodate tourists in Yes 58.0% 59 .7% 58.8 % your house? No 16.8% 20 .2% 18.3 % Total 100.0% 100.0% 100.0%

Tourism development: out of 262 21.4% respondents (27.7% male and 16.1% respondents, 42.4% respondents (51.0% female) believe that government focuses on male and 31.9% female) believe that community and 13.7% believe that government is concentrating on tourists, government is concentrating on 22.5% respondents believe that government environment. is focusing on tourism industry, while Table 12 Tourism development- Government focus on facilities and comfort of -gender Cross tabulation (% within gender)

Gender

Male Female Total Government in your area is Tour ists 51.0% 31.9 % 42.4 % concentrating on facilities Commun ity 16.1% 27.7 % 21.4% and com fort of: Tourism industr y 25.9% 18.5 % 22.5 % Environment 7.0% 21.8% 13.7%

Total 100.0% 100.0% 100.0%

26.3% respondents (34.3% male and 16.8% 19.15 respondents (18.9% male and 19.3% female) believe that there is an appropriate female) believe that level of tourism level of tourism development, 34.7% development is inppropriate. 19.8% respondents (30.8% male and 39.5% respondents (16.1% male and 24.4% female) were neutral about the response for female) believe that there is not at all level of tourism development in the area. development of tourism.

Journal of Tourism, Volume XVIII, No. 2, 2017 73 Table 13 Level of tourism development in area- gender Cross tabulation (% within gender)

Gender

Male Female Total What do you think about Appropriate development of tourism 34.3% 1 6.8% 26.3 % level of development in Ne utral 30.8% 3 9.5% 34.7 % tourism in you r area? Inappropriate development of tourism 18.9% 1 9.3% 19.1 % Not at all developed for tourism 16.1% 24.4% 19.8%

Total 100.0% 100.0% 100.0%

Table 14 Chi- Square statistics Chi-Square df Asymp . Sig. Tourists’ behaviour towards the local people 121.382b 2 .000 Occurrence of local people’s meet with 45.115c 3 .000 tourists Government concentration on development 46.916c 3 .000 Change in shopping time to avoid tourist 227.046d 4 .000 crowd Change in local recreational pattern to avoid 318.038d 4 .000 tourist crowd Ch ange in visiting places to avoid tourist 610.099d 4 .000 crowd Level of tourism development 16.565c 3 .000 Tourists’ stay with locals 76.962a 1 .000 Local people’s readiness to st ay with tourists 77.160b 2 .000 With the help of Chi-square statistics, we With the help of community's response, can see that value of p is .000 i.e. less than different dimensions were identified. 0.05 and hence we can conclude that, there Positive Impact of tourism on Local is a significant difference about views for Community: According to Cronbanch's tourists and tourism industry among male Alpha (.863), response is reliable. and female groups. According to Kaiser-Meyer-Olkin 3. Community's response about impact of measure the sampling is adequate (.684) tourism Table 15 Dimensions of tourism positive impacts on community Components Items Score Dime nsion 1 There is promotion of local handicrafts .857 There is cultural excha nge between .709 Socio- cultural tourists and community There is promotion of old customs .671 There is better understanding between .851 people to reduce social inequalities among loca ls Tourists’ arrival leads to appreciation of .862 local cultu re 2 There is more earning from international .808 Economic tourists The re is additional source of income for .794 poor peop le

74 Journal of Tourism, Volume XVIII, No. 2, 2017 There are more employment opportunities .665 for women 3 There are better roadways .764 Infrastructure

There are better transportation facilities .696 development

There are more entertainment avenues .864

Three dimensions that have positive community's response about merits of impacts identified are: socio- cultural, tourism to the community is reliable and economic and infrastructure development. according to KMO sampling is adequate Negative Impacts of tourism on Local (.623) Community According to Cronbanch's Alpha (.846),

Table 16 Dimensions of tourism negative impacts on community Component Items Score Dimension

There is Loss of cultural integrity .725 There is deterioration of historic sites through over .680 usage There is an increase ra te of prostitution .857 There is an increase rate of alcohol consumption .6 23 There is erosion of cultural values over a period of .849 Socio - 1 time cultural There are new social and cultural problems due to .719 migration of employees for tourism in your area There is feeling of inferiority about own culture .7 52 There are more health issues due to tourists that .847 community ha ve to face. 2 There is higher living cost and expensive property .730 Econom ic values There are high prices of products and services .634 3 There is distorted urbanization and inadequate .604 Cong estion infrastructure and There are more shopping areas that lead to .782 enviro nment congestion There are more tourism activities that lead to .896 overcrowding There is major issue of traffic .866 There is industrial pollution due to industrial .681 tourism

There is environmental pollution due to more .741

tourists flow

Three dimensions that have positive where factors of socio cultural, economic impacts identified are: socio- cultural, and congestion and environment have economic and congestion and environment. impact on sustainable tourism. 4. Factors affecting sustainable tourism in region An integrated model can be proposed,

Journal of Tourism, Volume XVIII, No. 2, 2017 75

Figure 1 proposed model

Socio culturl a

Economic Impact on sustainable tourism

Congestion and environment

Figure 2 Proposed model of factors affecting sustainable tourism in region

0.711 0.764

0.662

The value of R is .325 (sustainable then congestion and environmental (18.6%) tourism). Therefore, it can be concluded and economic with minimal effect (3.2%) that 32% of discrepancy described by the on sustainable tourism. And we can socio cultural, economic and congestion conclude that, both socio cultural and and environment variables, out of which congestion and environment variables socio cultural has great effect (40.8%), envisage sustainable tourism strongly than of economic variable.

76 Journal of Tourism, Volume XVIII, No. 2, 2017 Table 17 Model Fit Summary

Model fit indices Saturated Estimated Model Model SRMR (standardized root mean square residual) 0.166 0.166 d_ULS (the squared Euclidean distance ) 1.241 1.241 d_G1 0.596 0.596 d_G2 0.544 0.544 Chi-Square 714 714 NFI (Normed Fit Index (NFI)) 0.335 0.335 The model fit indices are as follows: SRMR= 0.166, x2 = 714 (p= 0.000), NFI = 0.335 Table 18 Results summary for reflective outer model Latent variable Indicators Composite AVE reliability Socio cultural SC13 0.795 0.574 SC8 SC9 Econ omic EC4 0.798 0.665 EC5 Congestion and environment CEN1 0.756 0.509 CEN5

CEN6

Sustainable tourism SD2 1.000 1.000 The proposed model has convergent validity, as both the Composite reliability values > 0.6 and AVE values > 0.5 Table 19 Discriminant validity Fornell-Larcker Criterion Socio Economic Congestion Sustainable cultural and tourism environmental Soc io cultural 0.757 Economic 0.680 0.815 Congestion and environm ental 0.660 0.396 0.714 Sustainable tourism 0.553 0.383 0.468 1.000 Here discriminant validity is well established. With the help of t-statistics, we can where the values of t-statistics is higher conclude that the coefficiency of path than 1.96. Whereas t-statistics value of significant in 1) Impact of Socio cultural Impact of economic factors on sustainable factors on sustainable tourism (5.108) and tourism is .481 < 1.96, which means it is in Impact of congestion and environmental not a significant path coefficient. factors on sustainable tourism (2.918),

Table 20 T- statistics of Path Coefficients (inner model) t- statisics Impact of Socio cultural factors on sustainable tourism 5.108 Impact of economic factors on sustainable tourism 0.481 Impact of congestion and environmental factors on sustainable tourism 2.918

Journal of Tourism, Volume XVIII, No. 2, 2017 77 Table 21 Outer loadings Original Sample Standard T Statistics P Values sample Mean (m) Deviation (io/stdevI) (O) (SDEV ) SC13 0.816 0.814 0.028 28.806 0.000 SC 8 0.532 0.52 8 0.073 7.311 0.000 SC 9 0.879 0.87 9 0.018 48.994 0.000 EC 4 0.783 0.77 7 0.062 12.647 0.000 EC 5 0.846 0.84 6 0.039 21.504 0.000 CEN 1 0.711 0.712 0.053 13.504 0.000 CEN 5 0.764 0.75 9 0.049 13.737 0.000 CEN 6 0.662 0.65 8 0.045 14.674 0.000 The outer loading values are also higher than 1.96 and hence it can be concluded that the outer loadings are significant. DISCUSSION usages, increase rate of prostitution, People do like tourists visit to their areas, increase rate of alcohol consumption, but majority of the people have changed erosion of cultural values over a period of their shopping time, changed their local time, new social and cultural problems due recreational pattern and often went to to migration of employees for tourism in another places to avoid tourist crowd. area, feeling of inferiority about own Majority of the people believed that the culture, more health issues due to tourists government is focusing more on tourists that local people have to face, higher living and tourism industry than on local people cost, expensive property values, high prices and environment. Some respondents were of products and services, distorted neutral in their responses regarding the urbanization and inadequate infrastructure, level of tourism development in their congestion, traffic, industrial pollution due region. Local people agree that tourists' to industrial tourism and environmental accommodation in residents' house will pollution due to more tourists flow. provide first-hand experience to them and While the proposed model is helpful to some positive impacts such as promotion of demonstrate what community think about local handicrafts, there is cultural exchange improving sustainability by understanding between tourists and local people, there is the relationships among socio cultural, promotion of old customs, there is better economic, congestion and environment understanding between people to reduce factors and sustainable tourism. Through a social inequalities among locals and survey of community and structural tourists' arrival leads to appreciation of equation modelling in Smart PLS, the local culture, more earning from important factors that lead to sustainable international tourists, additional source of tourism are identified. Community are income for poor people, more employment found to care about health issues due to opportunities for women and better tourists (SC 13), increase rate of infrastructure development such as better prostitution (SC 8) and alcohol roadways, transportation facilities and there consumption (SC9). These basic socio are more entertainment avenues. cultural factors should not be ignored while Due to popularity of area as tourism thinking of sustainability as they are destination, local people have following significantly influencing sustainable negative impacts too such as facing many tourism. After socio cultural, community problems such as loss of cultural integrity, believe congestion and environment factor deterioration of historic sites through over (CEN 1- Distorted urbanization and

78 Journal of Tourism, Volume XVIII, No. 2, 2017 inadequate infrastructure , CEN 5- sustainable tourism in their area. A Industrial tourism leads to industrial participative approach should be adopted by pollution, CEN 6- There is environmental government to involve the major pollution due to more tourist flow) stakeholder; the local community approach important to focus upon for sustainable will result in sustainable development of tourism. Meanwhile, it is also revealed that the destination. higher living cost and expensive property Managerial and policy implications: The values (EC4) and products and services local government bodies should come out with high prices (EC 5) are important with suitable regulations to prevent indicators of economic factor, but due to its congestion. There are many street vendors less effect, the development in these factors and shop keepers that encroach the road for will not lead to a significant improvement display of their merchandise leading to of sustainable tourism in the area. congestion there should be stricter CONCLUSION implications of rules which should be It becomes imperative to look beyond mere emplaced by the govern body. There could visitor maximization at the destination, be no hawking zones to prevent congestion. because socio- cultural, economic and Traffic issues could be resolved through congestion and environment factors have an better public transportation system and impact on sustainable tourism. Tourists' better town planning with roads and activities and tourism development in the flyovers. As majority of local people area may cause destruction of nature, believe that tourists' accommodation in conflicts in society and culture and community's house will provide first-hand negatively affect the host community of experience to the tourists, hence tourism destination. And hence it is government needs to promote further the necessary to know the views of community homestay concept, so that tourists get an about factors that have an impact on exposure to the local culture and the locals gain financially.

REFERENCES Management Institute. (2003). VICE Bahaire, T., & White, M. (1999). Model. In M. Fabricious , & R. Carter, Community Participation in Tourism A Practical Guide to Tourism Planning and Development in the Destination Management, 2007 (p. 13). Historic City of York, England. Current Madrid, Spain: World Tourism Issues in Tourism, 2(2-3), 243-276. Organization. Business Standard. (2017, June 19). Fabricious, M., & Carter, R. (2007). A Gujarat tourism grows 17%, even 7 Practical Guide to Tourism Destination years after campaign. Retrieved August Management. Madrid, Spain: World 25, 2017, from India Brand Equity Tourism Orgnization. Foundation:https://www.ibef.org/news/ Government of India- Ministry of Tourism. gujarat-tourism-grows-17-even-7-years- (2005). Best practices adopted by the after-campaign state governments for the development Districts of Gujarat. (n.d.). Retrieved April of tourism, volume 2, states profile and 26, 2015, from Census 2011 India: tourism development, final report. New https://www.census2011.co.in/census/sta Delhi: Intercontinental consultants and te/districtlist/gujarat.html technocrats pvt. Ltd. English Tourist Board and Tourism GSTC destination criteria. (2017, October

Journal of Tourism, Volume XVIII, No. 2, 2017 79 22). Retrieved November 15, 2017, Crore. Retrieved October 14, 2017, from Global Sustainable Tourism f r o m o n e i n d i a . c o m : Council: https://www.gstcouncil. http://news.oneindia.in/2013/01/03/guj- org/gstc-criteria/gstc-destination-criteria/ to-develop-tourism-infrastructure-at-rs- Gujarat Districts Map. (2014, November 730-Crore-1124644.html 13). Retrieved January 15, 2018, from Okazaki, E. (2008). A Community-Based M a p s o f I n d i a : h t t p s : / / Tourism Model: Its Conception and www.mapsofindia.com/maps/gujarat/guj Use. Journal of Sustainable Tourism, arat.htm 16(5), 511-529. Hensel, P. J., Kennet-Hensel, P. A., & Pongponrat, K. (2011). Participatory Sneath, J. Z. (2013). Community- Based Management Process in Local Tourism Destination Governance in a Developing Development: A Case Study on Economy: The Jamaican Experience. Fisherman Village on Samui Island, International Journal of Hospitality & Thailand . Asia Pacific Journal of Tourism Administration, 14(4), 358-376. Tourism Research, 16(1), 57-73. Industries and Mines Department Sakata , H., & Prideaux, B. (2013). An government of Gujarat. (2015, alternative approach to community September 28). Tourism Policy 2015-20. based ecotourism: a bottom-up locally Retrieved October 17, 2017, from initiated non-monetised project in Papua gujarat tourism: http://www. New Guinea. Journal of Sustainable gujarattourism.com/file-manager/ Tourism, 21(6), 880-899. documents/Tourism%20Policy.pdfIndustri Sustainable Tourism Criteria for India Industries and Mines Department, Lunched. (2014, August 26). Retrieved Government of Gujarat. (2015, October 15, 2017, from Voyager's September 28). Tourism Policy for the world: https://www.voyagersworld.in/ State of Gujarat (2015-2020). Retrieved article/sustainable-tourism-criteria-india- October 10, 2017, from indextb: launched http://www.indextb.com/documents/201 Taneja, R. (2006). Tourism Planning. New 5-9-28_210.pdf Delhi: Alfa Publications. Iorio, M., & Corsale, A. (2014). Tixier, M. (2009). Will Sustainable Community-based tourism and Management be a Clear Differentiator networking: Viscri, Romania. Journal of for Tour Operators? Anatolia: An Sustainable Tourism, 22(2), 234-255. International Journal of Tourism and Kayat, K. (2002). Exploring factors Hospitality Research, 20(2), 461-466. influencing individual participation in Tosun, C. (1999). Towards a Typology of community‐based tourism: The case of Community Participation in the Tourism Kampung relau homestay program, Development Process. Anatolia: An Malaysia. Asia Pacific Journal of International Journal of Tourism and Tourism Research, 7(2), 19-27. Hospitality Research, 10(2), 113-134. Kontogeorgopoulos, N. (1999). Sustainable Yurtseven, H., & Donmez, D. (2004). Tourism or Sustainable Development? Environmental Sensibility: The Financial Crisis, Ecotourism, and the Comparative Research Between the 'Amazing Thailand' Campaign. Current Local Community and Managers of the Issues in Tourism, 2(4), 316-332. Hospitality Industry in Gokceada Maitreyee. (2013, January 3). Gujarat to (Imbros). Anatolia: An International develop tourism infrastructure at Rs 730 Journal of Tourism and Hospitality

80 Journal of Tourism, Volume XVIII, No. 2, 2017 Research, 15(1), 57-68. development and poverty alleviation? Zapata, M., Hall, C., Lindo, P., & Lessons from Nicaragua. Current Issues Vanderschaeghe, M. (2011). Can in Tourism, 14(8), 725-749. community-based tourism contribute to

BRIEF PROFILE OF AUTHOR(S) Rajul Mistry holds the degree of M.B.A. in Tourism and Hospitality Management from Veer Narmad South Gujarat University, Surat, India. She is qualified as JRF- NET held by UGC, New Delhi, India. She is currently a Senior Research Fellow in GHBMA-DBIM, Surat. and pursuing her Ph.D. in faculty of management. Email: [email protected] Corrosponding author Renuka Garg is a Professor and Head of the Department at G. H. Bhakta Management Academy, Department of Business & Industrial Management, Surat. Email: [email protected]

Journal of Tourism, Volume XVIII, No. 2, 2017 81

Some Views on Alternative Tourism

L. THAMARAI Department of Tourism and Travel Management, Govt. Arts College, Ooty

Abstract ALTERNATIVE TOURISM It is a process or being away from the normal practices of Tourism sector is tourism and its associated activity demands. Today, the need undergoing a serious for such tourism has aroused to maximum extent after challenge in ensuring sustainability without attacks on the environment, society, culture and resources, altering the scope, which have led down various touristic resources and characteristics, nature of attractions, disappear from the world. Many changes and the tourism resources and development have come at the cost of existing resources and a t t r a c t i o n s b e s i d e s resulted in its depletion, which is increasing day by day, stabilizing the interests of equally with the increasing need and demand of tourists. the involved stakeholders. More and more methodologies have been experimented to Many experiments have reduce the ill effects and increase the positive impact of been in force as practice tourism on society, resources and tourists experiences to achieve and ensure the organically, but the output remains negative and same; however the unimaginable. It is not the new form of Tourism to bring process has not yielded good prospects to tourism and its associated sectors; instead successful outputs as it's a new modus operandi, which will bring the expected expected. Having said prospects to tourism and its associated experiences. this, it is viewed and At this juncture, Alternative tourism is expected to pave new envisaged that alternative way for enjoying the attractions, usage of resources and new tourism shall become a theory for the involved stakeholders. It is also viewed that savior of the sector to involved stakeholders have unconvincing accountability and achieve the intended objective. Also, UNWTO responsibility in creating a new theory and practices in all has set the theme as their experiences and deliverables. “Sustainable Tourism-A Some of the measures to be initiated are Tool for Development”  Redefining the meaning of tourism as “it is not a leisure for this World Tourism activity but it is a responsible activity” Day celebration, from  Tourism should not be highlighted to enhance economic which the significance of development instead for sustainable development of sustainability and its natural resources. safeguarding interests are  Cooperation and unity among the people should be understood. encouraged and its benefits should be highlighted among the community members, so as to ensure collective income generation against individualized generation. Supply chain with regard to tourism shall be

Journal of Tourism, Volume XVIII, No. 2, 2017 83 planned in a way ensuring collective shall free from marketing and branding. development in all forms. High level of ethics should be found  Planning of facilities and activities within all involved. should be region centric with due Along with the present practices, the concern towards nature. Tourists aforesaid points are to be given importance should adapt to the present facilities for achieving organic growth. and may distance from sophistication India, being a preferred destination among and modernized developments at a the wide number of international tourists destination. for its serene beaches, tranquillity,  Innovative practices should benefit the wilderness, cultural exhibits, hospitable common people and not the established people, mighty peaks, history, language and ones. moreover, the interest of the country in  Effective understanding between hosts safeguarding the natural splendours stands and tourists, both should have similar positive towards sealing a holistic space in goals. the much expected alternative tourism. It  More emphasis should be ensured on should commission itself to ensure that rural community participation than the organic and harmless practices are initiated established ones. and should exercise all the aforesaid inputs  Alternative tourism does not look for in all tourism destinations to reduce natural alternative marketing strategies rather it and manmade disturbances to nature and people. REFERENCES 3. https://www.wttc.org/-/media/files/ 1. www.unwto.org reports/mission/tourism-for-tomorrow-- 2. https://www.e-unwto.org/doi/pdf/ final_rgb.pdf?la=en 10.18111/9789284419401

BRIEF PROFILE OF THE AUTHOR Mrs.L.Thamarai is presently working as Assistant Professor in Department of Tourism & Travel Management, Government Arts College, Ooty. She has 7 years of experience in undergraduate teaching. Her research interest includes ecotourism and yoga.

84 Journal of Tourism, Volume XVIII, No. 2, 2017 Proceedings of a One day seminar on “Sustainable Entrepreneurship Development Practices in Tourism and Hospitality Sector in Uttarakhand”

A one day seminar on “Sustainable participants of the seminar. He concluded Entrepreneurship Development Practices in his deliberation with the renowned poem of Tourism and Hospitality Sector in Dr. Harivansh Rai Bachchan i.e., “Koshish Uttarakhand” was organized in the karne waalon ki kabhi Haar nahin hoti” conference hall of the Centre for Mountain (Those who try never fail). Tourism and Hospitality Studies (CMTHS), Dr. Sarvesh Uniyal, Project Director, HNB Garhwal University (A Central CMTHS was the next speaker in the University), Chauras Campus, Srinagar seminar. His address consisted of successful Garhwal, Uttarakhand on 23rd October entrepreneurial case studies from the state 2017. The seminar was organized as part of of Uttarakhand. He stressed on the need of the Paryatan Parv fortnight celebrations innovation in present times. He urged the observed by the Ministry of Tourism, students to think of an idea and innovate to Government of India from 5th October 2017 set themselves apart from the competitors. to 25th October 2017. The seminar was He also shared personal anecdotes with the inaugurated by Prof. S.C. Bagri, Dean, participants and encouraged them to School of Management. Dr. Sarvesh become an entrepreneur. Uniyal, Project Director, CMTHS and Mr. Mr. Pushkar Negi and Dr. Shivam, Pushkar Negi, Assistant Professor, CMTHS Assistant Professor, CMTHS, in their were the other guests present on the deliberation focused on the concept of occasion. The seminar was jointly entrepreneurs and entrepreneurship. Their conducted by Dr. Shivam Prakash and Mr. address consisted of basic concepts of the Vaibhav Bhatt, Assistant Professors at the subject. Through their deliberation the centre. Dr. Vijay Prakash Bhatt, Assistant participants were able to get a clear Professor, CMTHS, was the increase of understanding of the theme. technical session. The seminar was attended Two research papers were also presented in by the students, research scholars and the seminar. Mr. Girish Chandra Bhatt, faculties of the university. Research Scholar, Department of Political The one day seminar commenced with the Science, presented a research paper titled lamp lighting ceremony. Post the lamp “Potential of upper Kedar Valley as a lighting ceremony, Prof. S.C. Bagri tourist destination: What needs to be done” delivered the welcome address. He and Mr. Vaibhav Bhatt, Assistant Professor, welcomed the participants of the seminar CMTHS presented a research paper titled and appreciated the efforts of the “Ecotourism as an activity for sustaining organizing team. His address was laced livelihood opportunities for the local with personal anecdotes to instill the spirit communities in Uttarakhand Himalayas” of entrepreneurship in students. He lucidly respectively. The papers helped the explained the theme of the seminar to the participants to get an idea of the status of participants and encouraged them to venture tourism in the state. into the field of job givers rather than job The latter part of the seminar consisted of seekers. He also shared the success stories interaction with the participants where in of famous entrepreneurs with the

Journal of Tourism, Volume XVIII, No. 2, 2017 85 the participants where requested to share in successful entrepreneurial ventures in the their feedback. Ms. Varsha Rajput, Mr. region to get a better understanding of the Shivam Negi and Mr. Manik, students of business and promised to hold such MBA(Tourism), 1st Semester appreciated seminars in the future. The one day seminar the efforts of the centre in organizing such culminated with the vote of thanks an event and shared their views on the proposed by Mr. Puskar Negi. The number subject. Prof. S.C. Bagri recommended that of participants were 105. the participants of the seminar be involved

In pic: Prof. S.C. Bagri, Dean, School of Management and Director, CMTHS delivering welcome address with Mr. Pushkar Negi and Dr. Sarvesh Uniyal (From Left to Right)

86 Journal of Tourism, Volume XVIII, No. 2, 2017 News And Views Cherry Blossom Festival opens in journey is celebrating 30 years of operation Shillong this month. Lauded as one of the most The second edition of India International scenic train rides in the world, the Cherry Blossom Festival has been TranzAlpine is one of New Zealand's three inaugurated in Shillong with a view to great rail journeys operated by KiwiRail. popularising the state as a tourism The route from Christchurch to Greymouth destination with the advent of blossoming travels east-west across the South Island of cherry trees. An initiative of the from coast-to-coast taking in some of the Imphal-based Institute of Bioresources & most spectacular scenery New Zealand has Sustainable Development (IBSD), the to offer. “The TranzAlpine had grown from festival, the only cherry blossom festival humble beginnings to become one of the celebrated in autumn, is also supported by country's most popular attractions with the Indian Council for Cultural Relations local and overseas tourists. The idea for the (ICCR). Inaugurating the festival, Forest TranzAlpine was born more than 30 years and Environment Minister Clement Marak ago, after it became clear how much said the state government is focusing on passengers on our Christchurch-to- promoting tourism potential of Meghalaya Greymouth service enjoyed the scenery on by organising such festivals which not their journey,” KiwiRail chief executive only boost tourism but also projects the Peter Reidy said. positive image of the state. The TranzAlpine Express took its maiden Stating that Cherry Blossom Festival is voyage in November 1987 and it wasn't also held in Japan, the USA, Switzerland long before carriages were refurbished, a and Korea, Marak expressed hope that in buffet service and alcove-style seating were a few years, this one of Meghalaya too introduced, and the viewing experience was would get international recognition. The enhanced with panoramic windows. Today's minister also released a special cover train has evolved to feature an open-air stamp on the 2nd India International viewing carriage, a self-service buffet car Cherry Blossom Festival. and commentary for those looking for a The cherry trees are yet to bloom in full more educational experience. colours at least in identified destinations Starting in Christchurch, the train travels like Wards Lake and Golf Links area in across the Canterbury Plains alongside the city. When asked about this late braided rivers, and through river valleys flowering of the cherry trees, IBSD and gorges. As the train heads for higher director Dr D Sahoo said it was due to the ground, the route passes through high prolonged rainfall and warmth which country sheep stations, past beech forests, affected the flowering. In the past two lakes and the Southern Alps. Covering 223 years, the cherry trees have been in full km one-way, the trip takes just under five bloom by November first week, he said. hours passing through 16 tunnels (the The organisers have arranged vehicles to longest at 8.5 km) and across four viaducts. higher reaches of Upper Shillong where Women travellers growing from tier II, Cherry trees are in full bloom, he said. III cities: Report South Island scenic train marks 30 More and more women have begun years on the tracks travelling either in groups or solo and the One of New Zealand's most beloved trend is growing not just in metros but also tourism experiences, the TranzAlpine train tier-II and III cities, according to a report

Journal of Tourism, Volume XVIII, No. 2, 2017 87 by Paytm. The report, based on actual million. bookings on Paytm from April-September Here is list of top 10 islands in world as 2017 said while 46 per cent of the women per Travel + Leisure readers travelling solo or in groups belonged to Palawan, Philippines tier-I cities, there has been a healthy With a score of 93.15, Palawan tops the list contribution from smaller towns with 29 in the World's Best Awards for top 10 per cent and 25 per cent travelling from islands. There's nothing quite like tier-II and III cities. “It is very encouraging immersing yourself in the natural wonders to note the healthy surge in the contribution of this Philippine archipelago. The place of women travellers on our platform. Our consists of an eponymous main island in latest report is a statistical evidence of addition to some 1,800 surrounding islets increasing empowerment amongst women and island outposts. And with its verdant travellers and we believe it will encourage mountains, a five-mile-long underground more and more women to venture out and river, limestone caves and spectacular scuba quench their wanderlust,” Paytm Vice diving, its appeal is as clear as its turquoise President Abhishek Rajan said. The age waters. Seven lakes surrounded by craggy group of 25-34 years travelled the most, limestone cliffs attract hundreds of nature contributing more than 47 per cent to the lovers to Coron Reefs in Northern Palawan. total number of women travellers in India, Hilton Head Island, South Carolina followed by the 35-44 years age group (23 Long known as a golfer's paradise, Hilton per cent) and 45-59 years (12 per cent), Head Island is heaven for any type of according to the report. sports enthusiast. The island plays host to The preferences for top five domestic many prestigious sporting events destinations remained similar to men, where throughout the year. All of it is surrounded Delhi topped the list followed by by sunny beaches and lush greenery. Bengaluru, Mumbai, Pune and Hyderabad. Approximately 70% of the island, including While it came to international destinations, most of the tourist areas, is located inside most women preferred Dubai, Kathmandu, gated communities. Raised boardwalks Singapore and Bangkok thanks to the provide a protected path for pedestrians. cosmopolitan nature of these cities and the And don't miss the colourful Harbourtown relatively higher concentration of Indian Lighthouse, the island's icon. Hilton Head population, it added. Island is a shoe-shaped island that is home The report also found that women are likely to a vast array of wildlife, including to spend around 10 per cent more on travel alligators, deer, loggerhead sea turtles, tickets compared men. The average travel manatees, hundreds of species of birds, and duration of women travellers are also dolphins. slightly higher at six days, it said. After Boracay Island, Philippines establishing the brand in online travel Boracay is a small island in central market, Paytm is looking to ramp up its Philippines. It's known for its resorts and team to 250 in the coming months. beaches. Along the west coast, White It has sold over 10 million travel tickets in Beach is backed by palm trees, bars and FY17, launched flight ticket bookings in restaurants. On the east coast, strong winds July 2016 and is now among the top three make Bulabog Beach a hub for watersports. players for online flight ticket bookings. Nearby, the observation deck on Mount The company had launched railway ticket Luho offers panoramic views over the bookings in October 2016. In January this island. Offshore, coral reefs and shipwrecks year, Paytm's travel business crossed $500 are home to diverse marine life.

88 Journal of Tourism, Volume XVIII, No. 2, 2017 Galápagos Islands, Ecuador Korcula. Approximately 68 km with a high Galápagos Islands is a volcanic archipelago east-west ridge of Mesozoic limestone and in the Pacific Ocean. It's considered one of dolomite, the island of Hvar is unusual in the world's foremost destinations for the area for having a large fertile coastal wildlife-viewing. The seismic and volcanic plain and freshwater springs. Its hillsides activity reflect the processes that formed are covered in pine forests, with vineyards, the islands. These processes, together with olive groves, fruit orchards and lavender the extreme isolation of the islands, led to fields in the agricultural areas. The climate the development of unusual animal lifesuch is characterised by mild winters and warm as the land iguana, the giant tortoise and the summers with many hours of sunshine. many types of finchthat inspired Charles Hvar Town is estimated to draw around Darwin's theory of evolution by natural 20,000 people a day in the high season. selection following his visit in 1835. During the tourist season, the port is filled Kauai, Hawaii with large yachts. All-night discos attract Kauai is an island in the Central Pacific, large crowds of young visitors. part of the Hawaiian archipelago. It is Bali, Indonesia nicknamed 'the Garden Isle' because of the Bali is the most popular island holiday tropical rainforest covering much of its destination in the Indonesian archipelago surface. The dramatic cliffs and pinnacles with good reason. The island is home to of its Na Pali Coast have served as a religious sites such as cliffside Uluwatu backdrop for major Hollywood films, while Temple. To the south, the beachside city of 10-mile-long Waimea Canyon and the Kuta has lively bars, while Seminyak, Nounou Trails traversing the Sleeping Giant Sanur and Nusa Dua are popular resort mountain ridge are hiking destinations. towns. The island is also known for its More than 60 beaches dot the landscape yoga and meditation retreats. Here, you'll and some beaches have great snorkelling experience a fine combination of sandy options. beaches and rolling surf, an ancient culture Ischia, Italy known for its warm hospitality and exotic Ischia is a volcanic island in the Gulf of temples and palaces set against stunning Naples, Italy. It is the most developed and natural backdrops. Bali is part of the Coral largest of the islands in the Bay of Naples. Triangle, the area with the highest It's known for its mineral-rich thermal biodiversity of marine species. In this area waters. Hot springs bubble up at Maronti alone over 500 reef building coral species Beach in the south. The Cartaromana beach can be found. has views of medieval Aragonese Castle, Santorini, Greece linked to Ischia by a stone bridge. Nearby, Santorini is among the most romantic 18th-century Palazzo dell'Orologio houses destinations in the Greek islands. It was the the Sea Museum devoted to Ischia's fishing site of one of the largest volcanic eruptions tradition. Ischia's main industry is tourism, in the world and what remains today is a centering on thermal spas that cater mostly submerged volcano and a caldera. Villages to European (especially German) and Asian has been constructed on the edge of this tourists eager to enjoy its hot springs, and caldera. its volcanic mud. Maui, Hawaii Hvar and the Dalmatian Islands, Croatia Maui is an island in the Central Pacific, Hvar is a Croatian island in the Adriatic part of the Hawaiian archipelago. Sprawling Sea, located off the Dalmatian coast, lying Haleakala National Park encompasses the between the islands of Brac, Vis and

Journal of Tourism, Volume XVIII, No. 2, 2017 89 island's highest peak, volcanic Haleakala, as subsidy on capital infrastructure including well as the pools and waterfalls of Ohe'o hotels, 75% subsidy on road construction, Gulch, accessed via scenic, winding Hana 25% on power, etc. Highway. The island's 30 miles of beaches Another niche area where the Tourism include golden-crescent Kapalua, sheltered Board is planning to work and promote are from strong currents by lava-rock Tea Tourism and Golf Tourism. “There are promontories. at least 25 quality golf courses of British Assam Tourism to lease out hospitality era in Assam. This potential is not yet units to private hoteliers tapped,” he said. The Tourism Board has Assam Tourism as part of improving the tied up with Bengal Chamber of Commerce tourism infrastructure and involving private to start an annual Golf Tournament from industry more actively in the management this year. of tourism services will be leasing out all When asked about the connectivity issues, their hospitality units to private hoteliers. Baruah said that Guwahati is well According to Jayanta Malla Baruah, connected by air with more than 80 flights Chairman, Assam Tourism Development operating in and of the city daily. The Corporation Ltd., all the 80 hotels managed Udaan scheme of the government is by the Corporation will be handed over to expected to open new stations within the private industry to maintain and manage on state. The State government's own Assam long lease of 30 years. “Cabinet has given Aviation Service will be opening many the approval for this. The tender process for heliports to connect remote areas with the same has already begun and we have Guwahati, he said. started receiving offers from large hotel ITM 2017 Attempts to Put NE India on companies already,” Baruah said. He was Global Tourism Map here in Delhi to receive the WTTC-II Union Tourism Minister (I/C) K J Alphons Hotelivate Award for Best Policy & said that the issue of direct connectivity of Leadership Award in the Tourism sector for the North Eastern states to neighbouring the State. countries would be taken up with Union He said that the State government's new Civil Aviation Ministry to increase the tourism policy announced in mid October inflow of foreign tourists to the region. has great thrust on new investments in the Addressing the 6th International Tourism tourism sector. Similarly, the Film Tourism Mart (ITM) in Guwahati, Alphons said that Policy of the government has also been we have the capability to put India on the appreciated by everyone because of exciting forefront in the field of tourism and for this incentives involved in it. “The State we need to realize the tourism potential of government is looking at tourism in an North Eastern States and need to work aggressive way. So far we have been together. stressing largely on Wildlife tourism and The three-day ITM, organised by the Kaziranga. We are looking at diversifying Ministry of Tourism, Government of India, the tourism offerings by exploiting the in association with the North Eastern states, potential in river tourism, homestay was inaugurated by Jagdish Mukhi, tourism, heritage tourism, religious tourism Governor of Assam in the presence of including Buddhist tourism, etc.,” he Sarbananda Sonowal, Chief Minister of informed. Assam; Pema Khandu, Chief Minister of Talking about the incentives for investors, Arunachal Pradesh; Hemanta Biswa Sarma, ATDC Chairman said that the new tourism Minister for Tourism of Assam and Union policy has interesting incentives like 30% Tourism Secretary Rashmi Verma amongst

90 Journal of Tourism, Volume XVIII, No. 2, 2017 others. synergize the process of development of Delivering inaugural address, Mukhi said tourism of the North East Region. that this Mart is a wonderful platform in The event was attended by 66 foreign developing inter-regional tourism between delegates comprising of stakeholders and the ASEAN and North East region as well media persons from over 28 countries and as with BIMSTEC countries. “We must take 50 domestic stakeholders from other parts full opportunity to promote the State by of the country and 103 sellers from the interacting with the delegates in a fruitful North Eastern States. manner.” Keeping in view the Act East How a Gujarati woman is breaking Policy of the Government, this platform will many stereotypes in California serve its purpose. Sima Patel reached Oakland, California, as Sonowal informed that recently Assam a fresh-off-the-boat bride in 1979. The girl Government has enacted the 'New Tourism from Surat spoke very little English. Policy' which will facilitate the tourists and Husband Pravin's family, like so many other stakeholders. He said that 'Once you Patel families in the US, ran a motel. She visit Assam, it will steal forever'. Assam started helping out, pitching in at the front want to grow without destroying our eco- office, doing the books and sharing system and tourism is the most potential housekeeping duties. She kept going, sector in Assam. Khandu said that growing the family business, getting to the connectivity and infrastructure are two corner office and breaking many problems which North Eastern States are stereotypes and glass ceilings on the way. facing. He hoped that due to initiatives like Today, she chairs the California Travel and International Tourism Mart, very soon Tourism Commission. Patel, who is also the tourist arrivals in North Eastern States will CEO of Ridgemont Hospitality, has be increased substantially. achieved a first for a Gujarati woman Sarma said that North East region has a becoming a leader in the hospitality sector number of tourism sites which need to be in the US. “Typically within the Gujarati converted in to tourist destinations with community, women were not taken better approach. He said that North Eastern seriously back in those days and even today States are very safe for tourists as there are many don't recognise my achievements,” hardly any news of crime against them. He Patel, 54, told ET Magazine, when she was said that the new tourism policy will boost in India as part of a delegation from Visit tourism sector in Assam. California, the official tourism agency of Verma said that the Ministry of Tourism, the state. Government of India is paying much In Delhi and Mumbai, Patel spoke about attention on the promotion of tourism in promoting California as an affluent, chic North Eastern States of the country. She and luxury destination among wellheeled opined that there is a need to have better Indian travellers. Annually three lakh synergy with private sector. She suggested Indians visit California and spend over that the North Eastern States should $700 million a figure that Patel and other regularly participate in road shows in members of the delegation hope will cross foreign countries. $1 billion by 2020. The Mart has put the spotlight on India's Patel speaks with a hint of a Gujarati “Act East Policy”, blossoming ties with accent. And she shows no hesitation in ASEAN and the larger East Asia region. speaking about her heritage and her early The ITM - 2017 has also seen an active days and how she has moved to her current participation by the Ministry of DONER to position within the family business. “I am

Journal of Tourism, Volume XVIII, No. 2, 2017 91 part of all important decisions, including California Travel and Tourism new project development, financing and Commission. “My peers in industry urged choosing construction companies. I am the me to represent them. However, it was the driver and visionary,” says Patel. She feels encouragement and support that I got from having a woman at the helm gives Pravin and his family that helped me make Ridgemont an edge over other Gujarati- up my mind,” she says. In 2016, she owned hospitality businesses in the US. The became the first industry-elected chair of company has just broken ground for its the Visit California board of directors. biggest project so far a greenfield, 121- “After two terms the governor of room Hampton Inn in downtown Oakland, California, Edmund G Brown, reappointed near San Francisco a project personally me on the board. I'm proud to be the helmed by Patel. longest serving board member. Change in Attitude Mukesh J Mowji, hospitality investor and Mike Patel, a prominent Indian-American CEO of Silicon Valley-based startup hotelier and entrepreneur from Atlanta, Pracrea Inc, feels it's better that women are Georgia, admits there is a glass ceiling. now getting elected to leadership positions “Our culture still keeps women behind the in hospitality, instead of being nominated. scenes and is gender selective in offering He says: “The old-school thinking that major responsibilities. It is restricting them women should stay at home is changing in from realising their business potential as our community. owners or leaders of any of our big Today's young women are well trained hospitality companies.” professionals who are striking out But attitudes are changing. The Asian independently as entrepreneurs in sectors American Hotel Owners Association such as food services and real estate.” The (AAHOA) which has over 16,000 members, change in attitude within the community last year elected Jagruti Panwala as its has led many professional Gujarati women treasurer for 2017-18. Panwala, also from to come back to family businesses, adds Surat, moved to the US in 1991 and earned Patel. “They have college degrees and bring undergraduate degrees in finance and with them professional skills and I feel economics. She and her husband now own proud of them,” she says. and operate multiple hotels, and she also Patel says second- and third-generation heads an asset management and succession Gujarati hospitality entrepreneurs are planning planning firm Wealth Protection diversifying into new areas and growing the Strategies. family businesses more professionally. She AAHOA had launched a women's identifies this as crucial as the industry leadership conference over a decade ago. It faces challenges from the likes of Airbnb, now has elected women members on its which is a competition, but can also turn a board, rather than just two women collaborator in times of high demand. “My nominated directors. In a couple of years, son, Dhruv, too is a millennial and thinks members hope, AAHOA will have its first differently from us. As director of woman chairperson. Sima Patel herself had operations, he has helped raise the revenues made history in 2004 when she became the of the company by half a million dollars first American woman from a minority through innovative thinking,” Patel says. community to chair a major lodging She sees the same trend in many families in association the California Lodging the community. Industry Association (CLIA). In 2006, she was elected to serve on the

92 Journal of Tourism, Volume XVIII, No. 2, 2017 Nature walks, mountain biking, local economy should be resource based so exhibitions mark mountain day that people don't migrate. Everybody should celebrations join hands for the conservation of the Dehradun: International Mountain Day mountain ecology,” he said. (IMD) was observed in various parts of the Meanwhile, J P Maithani, founder Aaagas state on Monday with nature walks, federation, a grass root voluntary mountain biking, exhibitions and talks on organization working in the central the Himalayas. Himalayan region since many years in the R S Tolia Memorial lecture on the theme field of rural development, ecotourism, 'Mountains under pressure, climate, hunger animal welfare etc said, “Local community and migration' was also organized at needs to be involved for sustainable Uttarakhand State Council for Science & development in the mountains. We Technology (UCOST). Grand celebrations emphasized on popularising 7 local trekking in Bageshwar district were jointly held by routes from Pipalkoti in Chamoli district on the Central Himalayan Institute for Nature the occasion but tourism department should and Applied Research (CHINAR), an NGO take up more such initiatives and not just (working in the mountain regions of India on one day of the year” for environmental sustainability and Meanwhile, the second R S Tolia Memorial livelihood of the mountain community) and lecture at the regional science centre was Uttarakhand state's tourism department. delivered by environmentalist, Chandi Meanwhile, some people, including Prasad Bhatt, on the topic, 'Himalaya- activists, environmentalists and students sensitivity, threats and challenges'. He feel that celebration should not be limited spoke about Dr Tolia and his visionary to a single day and an action plan is needed steps in regards to the Himalayas, he to bring in sustainable development, highlighted about the alleged lack of involving the local community for long- political willpower in the state and also the term benefits. presence of various environmental acts with Environmentalist Anil Joshi said, “The no implementation at ground level.

Complied by Prince Verma and Sunil Tewari Research Scholor Centre for Mountain Tourism and Hospitality Studies.

Journal of Tourism, Volume XVIII, No. 2, 2017 93

Call For Papers Theme - Destination Re-Imaging and Branding through Sustainable, Responsible & Community (SRC) Based Tourism Journal of Tourism, Vol.XIX, , No. 1, 2018

The Journal will be a meticulous effort of choice and destination image. As many minds. In the recent decade, the face responsible tourism stimulate emotions and of tourism industry has vastly changed. feelings therefore, a concise strategy would Tourism has opened new doors and has make sense for creating an image of a given opportunities to generate income in destination to change these desired better ways. The core of this Journal is to emotions into reality. evaluate the blend between sustainable The Journal aims to provide theoretical and developments through niche tourism. practical content for academicians, Fortunately the rapid growth of the researchers, students, destination managers, competition in the countries for attracting farmers and other stakeholders of travel, visitors developed an urge for using tourism and hospitality industry. In doing different sought of tourism arena. To attract so, the Journal will highlight (other than the visitors/ tourists to a destination and to aforesaid) the concept of destination retain them for revisit is a big challenge. branding, destination marketing, content The era we live in cannot be imagined marketing, digital marketing, sustainable without using the promotional strategies. tourism development, cultural heritage Every time tourists wants to experience tourism, culinary tourism, accessible something new and unique. Although there tourism for social equality and much more. is no doubt about it that marketing has It will include case studies and examples of supported tourism development and growth destination branding and marketing to bring remarkably. The potential still have to be the factual position and the role of these revealed in many other aspects of strategies in sustainable tourism destination re-imaging and branding. The development. Journal will be a blend of balance theory UNIQUE POINTS OF THE PROPOSED and experimentation, providing a thorough THEME explication of the tools and techniques of  The theme will emphasize upon niche tourism for creating a new image of a responsible tourism as a major factor as destination. While doing branding and it is required in present era for rapid and marketing of a destination how important constant growth of a destination. On the are the issues related with community based other side community based tourism tourism, eco-tourism, rural tourism, works as a powerful and fundamental agricultural tourism, village tourism, food source that can be helpful in many ways tourism ,responsible tourism and cultural - to compete more effectively and to heritage tourism will be highlighted in the support the local community. The Journal. We (editor and contributors) will overall image and growth can be try to explore what innovations are really transformed by adopting responsible and needed to be done for making the community based tourism. sustainable, responsible and community based tourism development of a destination.  The title of the Journal comprises not The Journal will also try to give imputes only the issues related with Sustainable, how responsible tourism impact the visitors responsible and community based

Journal of Tourism, Volume XVIII, No. 2, 2017 95 tourism but also includes the role of Contributions shall not be limited to the marketing, branding, destination imaging above given themes, related research information technology tools; innovative submissions are highly motivated marketing techniques which will surly IMPORTANT DATES give immense knowledge of different Extended Abstract : 1st March 2018 areas for sustainable tourism Acceptance of : 15th March development. This Journal will bring 2018 Extended Abstract contributors from varied subjects/fields (300-400 words) on one platform thus; it will be useful Full Paper (approx. : 15th April 2018 for many readers. 5,000 7,000 words) TOPICS TO BE COVERED and Research Note The many academic areas covered in this (approx. 2,000-2,500 words) Journal include, but are not limited to: Suggested Corrections : 1th May 2018  Planning and Policy Making Issues of Full Paper Acceptance : 15th May 2018 Sustainable Tourism FORMATTING AND PUBLICATION  Sustainable Tourism and economic  Manuscripts should be typed in Times development New Roman 12 point (or 10 point for  Responsible Tourism and Community tables), single spaced, and justified to Connect the left margin. One-inch margins  Potential of Agri- Tourism should be used.  Branding and promotion of Agri-  Headings should be in bold. Main tourism headings should include an introduction,  Influences of Government policies on literature review, methodology, results, Agri- Tourism discussion, and references. Main  Community involvement in arts and headings should be centered on the page cultural activities and subheadings placed at the left margin in italics.  Role of Local Community in Destination  Imaging Six keywords should be provided to reflect the subject matter.  Fair, Festival and Events importance in  References should be in APA 6th Tourism Sustainability edition.  Rural Tourism and economic growth  Submissions should be accompanied by Food Tourism Local to Global  a title page with the title, keywords,  Community based tourism Issues and author/s names and affiliations. Challenges  Manuscript should be in English. Poorly  Ecotourism, Farm tourism, Village written submissions will not be tourism reviewed.  Unlocking opportunities through Pro-  Papers that do not meet the stipulated poor tourism formatting requirements, or are not  Emotions ,Experiences and Tourism adequately revised, will not necessarily  Virtual Tourism be published in the journal.  Digital Marketing  Full articles having any graphics (figures  Innovations in Tourism marketing and or photographs) should be supplied in branding strategies Future of Niche .tiff or .jpeg format. Tourism  The journal strongly emphasizes the

96 Journal of Tourism, Volume XVIII, No. 2, 2017 originality of research work and manuscript does not guarantee plagiarism is strictly discouraged. publication. In case of the copyright  The journal has the condition for issues the paper may be dropped at any publication that manuscripts submitted stage with notification to the author/s. to this journal should not have been  The Journal also requires transfers of already published or simultaneously copyright or exclusive rights from the submitted for publication elsewhere. authors. However, this does not in any  Research papers will undergo blind way restrict the use of article by the review by two reviewers. author for their own use.  The contributors should ensure that they  All submissions are to be emailed to the are not infringing copyright. Guest Editor dr.anukratisharma@gmail.  Please note that initial acceptance of the com

ABOUT THE GUEST EDITOR Dr. Anukrati Sharma is currently Associate Professor in the Faculty of Commerce and Management, University of Kota, Kota Rajasthan, India. Dr. Sharma has worked as an internal trainer and teacher in the management arena. In the year 2015 she got a Research Award Fellowship by UGC, New Delhi on the topic of Analysis of the Status of Tourism in Hadoti and Shekhawati Region/Circuit (Rajasthan): Opportunities, Challenges and Future Prospectus. Seeing her work on Tourism UGC has given her one year extension for her project till year 2018. Her doctorate degree is in Tourism Marketing from University of Rajasthan and she completed her dissertation research on the topic of Tourism in Rajasthan Progress & Prospects .She has two postgraduate degree specialties-one in International Business ( Masters of International Business) and another in Business Administration ( Masters of Commerce ). Her core subjects are Tourism, Strategic Management, and International Business Management. She has written 10 books on different subjects.She has two edited books one is titled Tourism Opportunities and Ventures and another is Maximizing Business Performance and Efficiency through Intelligent Systems, under IGI Global. Currently she is working on her book on Tourism Development & Destination Branding through Content Marketing Strategies and Social Media under Apple Academic Press USA, Sustainable Destination Branding and Marketing: Strategies for Tourism Development under CABI, U.K. Tourism Events in Asia under Routledge and Information and Communication Technologies in Travel, Tourism and Hospitality Industry: An Extensive Outlook under Cambridge Scholars Publishing, U.K. She is serving as the Editorial Board Member of 26 reputed National and International Journals besides nominated as Reviewer of 17 Journals of National and International repute. She has attended and presented 51 papers in International and National Conferences and is a member of 17 Professional Bodies. She has been invited for many talks/lectures/ panel discussions by different Universities like University of Colombo, Sri Lanka and a large number of universities within India.

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