SIT Journal of Management Vol. 3. No. 2: December 2013, Pp.134-146
Lucknow: The Synonym of Culture Dr. Preeti Madan Sharma*
Abstract Lucknow, a city so profound in its cultural heritage, that, it takes your breath away, yet so lost in the mist of politics and indifference that it hardly leaves an impression on the tourist map. It is a city which has seen it all whether it was the Mughals, the Nawabs or the Britishers. A City which held on to its turf during the first war of independence in 1857 and still keeps the Ganga-Jamuni tehzeeb close to its bosom as a mother keeps her most beloved child. For Lucknow, culture is not just in its architecture but in its every nook and corner. It is in the language, attire, food, folklore, music and the life of its people. This culture comes across significantly whenever given a chance. But the unfortunate reality is that it has never been given even half a chance. The city carries on with the same image of just being the capital city of Uttar Pradesh with a couple of significant Imambaras to its credit.
Keywords: Heritage, Culture, Branding, Positioning, Integration.
*Dr. Preeti Madan Sharma, Faculty, Manyawar Kanshiram Institute of Tourism Management, Gomtinagar, Lucknow. (U.P.)-226010, M:+91-9936322003, Email:[email protected]
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SIT Journal of Management Vol. 3. No. 2: December 2013, Pp.134-146
Introduction
It is time to revamp the city not only literally but also in the minds of people in general and potential visitors in particular. This needs to be achieved through various synchronized efforts which include stepping up the infrastructure level, rebranding and positioning the city favorably through promotional campaigns, creating a heritage zone which offers a complete experience to the visitors and makes them linger for more.
The cultural heritage of the city can be brought to the forefront through a step by step model which is practical, involves the stakeholders and is commercially viable.
The Concept of the Study The concept being put forward here is that Lucknow can be positioned as an intellectual destination. The city is known as the Constantinople of the east and the similarity does not end here, this historical city of the Oudh region is also a fascinating sangam of cultures, customs, art and architecture. This unprecedented union is popularly known as the ganga-jamuni tehzeeb. The intrinsic qualities of the city hold a magnetism that not only attract the layman but also tingle the cerebral cells of the intellectuals
Objectives The aim of the paper is to develop a model which would put forward the tangible and intangible attributes of Lucknow city. The paper includes evolving a method to highlight the arts and artists of Lucknow and convert it into a product which is at once attractive, profitable and rejuvenates a cultural product which is almost lost in time.
Research Methodology Questionnaires were prepared so that maximal information could be collected as efficiently as possible. The questionnaires were different for various universes. They contained some close ended and some open ended questions.
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The tourists, tourism administrators, artists, handicraftsmen and intellectuals in the field of tourism, marketing and branding comprised the various universes. Apart from the primary data collected, accurate and authentic secondary data was also used to support the research.
Literature Review Branding: The central concern of brand building literature experienced a dramatic shift in the last decade. Branding and the role of brands, as traditionally understood, were subject to constant review and redefinition. A traditional definition of a brand was: “the name, associated with one or more items in the product line, which is used to identify the source of character of the item(s)” (Kotler, 2000). The American Marketing Association (AMA) definition of a brand is “a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors”.
Positioning: In marketing terms, there is no such thing as a product or service which exists by itself in space, independent of the consumer. For a product to exist, it must find a place in an individual consumer's perception of the world of products around him or her. And this perception is subjective, governed by the individual consumer's values, beliefs, needs, experience and environment. (The spatial distance between the points in that consumer's mind reflects the subject's perception of similarity or dissimilarity between products and brands.The everyday phrase, 'poles apart', is a simple example of how consumers position products in their mind
Tourism Market: Travel and tourism is a dynamic market with a continuous increase in its size and its importance to people (Affolter, 1998). Its growth is influenced by the increasing number of people who can afford to travel, and the changing pattern of demands. (Kumar, 1998) observes the changing pattern of demands within an exploding demand from across the globe; global reach to destination across the globe; customer variety in age, interest, health, and pocket- book; trip variety in non-traditional purpose and multi-purpose trips; travel information requirements; mass individualization of “travel experience”, cost competitiveness and service quality; and expectation in the speed of response to “fickle” customers.
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SIT Journal of Management Vol. 3. No. 2: December 2013, Pp.134-146
Cultural Heritage: As tourists are becoming more sophisticated, their need to recapture the past has been increasing. Tourists have been visiting cultural/heritage sites more frequently. Cultural/heritage tourism offers several benefits to tourists and residents, as well as governments. First of all, cultural/heritage tourism protects historic, cultural, and natural resources in communities, towns, and cities. People become involved in their community when they can relate to their personal, family, community, regional, or national heritage. This connection motivates residents to safeguard their shared resources and practice good stewardship. Second, cultural/heritage tourism educates residents and tourists about local/regional history and traditions. Through the research about and development of heritage/cultural destinations, residents will become better informed about local/regional history and traditions which can be shared with tourists. Third, cultural/heritage tourism builds closer, stronger communities. Knowledge of heritage provides continuity and context for communities, which instills respect in their residents, strengthens citizenship values, builds community pride, and improves quality of life. Fourth, cultural/heritage tourism promotes the economic and civic vitality of a community or region. Economic benefits include: the creation of new jobs in the travel industry, at cultural attractions, and in travel-related establishments; economic diversification in the service industry (restaurants, hotels/motel, bed-and-breakfasts, tour guide services), manufacturing (arts and crafts, souvenirs, publications), and agriculture (specialty gardens or farmers’ markets); encouragement of local ownership of small businesses; higher property values; increased retail sales; and substantial tax revenues.
Lucknow: The Making of the Awadh Culture (Trivedi, 2010) explores Nawabi Awadh (c. 1722– 1856) which produced rich and complex cultures during its semi-independent period of transition between Mughal and British imperial rule. Professor Madhu Trivedi has thoroughly compiled the major sources in Persian, Urdu and English that describe an array of Awadh’s urban arts— theological, representational and material. Taking each genre in turn, she details and celebrates its main features, high-lighting virtually all of them as a creative syntheses of Mughal, Iranian, European and indigenous north Indian artistic traditions. Her stated goals to accord the long neglected and disparaged ‘culture of Awadh ... its due place in history’.
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Lucknow: The Historic City, (Siddiqi, 2000) starts by going into time and states that mythology dates Lucknow back to the satyug period of Ramayana when Laxman the younger brother of Ram formed a settlement of Lakshamanavati or Laxshmanpur. Archaeological excavations indicate presence of prehistoric and historic (AD 40-900) settlements. The historic city of Lucknow was once the seat of Indo-Muslim civilisation- the legacy of the Nawabs of Awadh. Lucknow is also important for its role in the 1857 War of Independence, an event that largely transformed the morphology of the city and was the cause of destruction of much of its historic fabric. This book traces the urban history of the city with reference to its art, architecture and sophisticated composite culture, which is unique and is remembered with nostalgia. Based on historical facts, the book covers the important monuments of Lucknow with brief descriptions of their salient features.
Lucknowi Heritage “The Constantinople of India, the City of the Nawabs, Shiraz-e-Hind, the Golden City of the East, Choti Kashi. Lucknow is a city known by many a name and yet the city remains undefined, unexplored and mystic.
From the very beginning of Nawabi era, which was started by Nawab Asafuddaulah in 1775, Lucknow has seen the days of luxury and flamboyance with every Nawab who came to rule the city. Be it the heavily ornamented gateway Rumi Darwaza or the extravagant beauty of Bara Imambara, Nawabs of Lucknow established a new statement of architecture at that time. Their active participation in the socio cultural activities gave Lucknow a new name 'City of Tehzeeb' (Etiquette and Manner) which you encounter with every person you meet in the city.
The architectural genius of the Nawabs reflects not only through the buildings and monuments like the Imambaras, Baulies, Gardens, Mansions, Hawelis, Mausoleums, Palaces et al. but also in its poetry, dastan goi, cock fights, kite flying, kathak, tabla, sitar, soz, theatre, cuisine, attire, language, courtesy and etiquettes.
The immense effluence and love the Nawabs had for art, created new horizons for dance, music and literature in India. This was the time when Urdu poets flourished the most and mesmerized
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the world with their excellent poetry under the wise patronage of the Nawabs. Since then, Indian literature has never been the same as before. The admiration for the art and music of the Nawabs encouraged and inspired the practice of Kathak dance and Hindustani Classical music thus making it an immensely popular form of art in India at that time.
In almost all forms of art and entertainment, Lucknow developed its own variety, be it poetry, music, dance, storytelling, fashion, animal combats and gastronomy. The Dastarkhans of the Lucknow courts are still proverbial. In fact the master chefs excelled in their talents to such a great extent that they are believed to have received salaries more than that of the Prime Minister himself.
During the rule of British, the city served as the administrative capital. The region of Oudh was of extreme importance and therefore the British too tried to stamp the region. The influence can be seen and felt throughout the city. The clock tower, Victoria Memorial, Charbagh Railway Station, Lucknow University and Lucknow Medical College are just a few of the examples.
Lucknow has never ever lost its relevance in the Indian history and culture. The city inspires manner in a way that people who have not experienced it, yearn for it. Lucknow has always ruled as one of the most important centers of Muslim cultural influence in South Asia along with Delhi, Lahore and Hyderabad. Courtly manners, Charbagh, Qauwwali, Chikankari embroidery, Kababs and the contributions of poets patronized by Lucknow Nawabs are well known all over. (Praveen, 2005).
Today, Lucknow is a vibrant city that is witnessing an economic boom and is among the top ten fastest growing non-major-metropolitan cities of India. It is the second largest city in Uttar Pradesh state. The unique combination of its cultured grace and newly acquired pace is its most promising feature that augurs well for the future.
Urban Tourism Urban tourism refers to the consumption of city spectacles (such as architecture, monuments, and parks) and cultural amenities (such as museums, restaurants, and performances) by visitors (Lloyd, 2007).
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(Law, 1996) argued that urban tourism is a chaotic concept given the wide range of context so difficult to define. In this paper, urban tourism is defined simply as tourism activities that are conducted in city or urban context. Adopting (Page, 1995) typology of urban forms of tourism, Lucknow is an urban tourism destination in a mix of forms between capital city, cultural capital, and large historic city.
Benefits of Heritage Tourism Visitors have fulfilling experiences Resources get needed maintenance attention Hosts receive meaningful economic return Historic past is preserved Underutilized historic resources are developed Ways are found to make attractions out of archaeological traditional values
Historic and cultural sites attract visitors and rehabilitation of existing buildings is often cheaper than building a new structure
The Dynamic Interaction between Tourism and Cultural Heritage Domestic and international tourism continues to be among the foremost vehicles for cultural exchange, providing a personal experience, not only of that which has survived from the past, but of the contemporary life and society of others. It is increasingly appreciated as a positive force for natural and cultural conservation. Tourism can capture the economic characteristics of the heritage and harness these for conservation by generating funding, educating the community and influencing policy. It is an essential part of many national and regional economies and can be an important factor in development, when managed successfully. Tourism should bring benefits to host communities and provide an important means and motivation for them to care for and maintain their heritage and cultural practices. The involvement and co-operation of local and/or indigenous community representatives, conservationists, tourism operators, property owners, policy makers, those preparing national development plans and site managers is necessary to achieve a sustainable tourism industry and enhance the protection of heritage resources for future generations.
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Critical Success Factors Critical success factors in developing a successful brand are: A good understanding of the destination’s core market segments. Qualitative consumer research to understand people’s deep motivation for travel and their feelings and attitudes towards the destination, not just their likes and dislikes. A clear understanding of the destination’s competitive position, its relative strengths and weaknesses. SWOT Analysis of Lucknow Strengths Glorious Past The city has a glorious past, the ganga-jamuni tehzeeb, which has the connotations of the Hindu, Nawabi and British culture which would enhance its chances to be developed as a heritage city. Historical Buildings The buildings have a story of their own to tell. Each monument is a historical milestone and conjures a tale which is fascinating and ties us to our past with a special bond. Art, culture and literature The uniqueness of the city’s art, culture and literature is another side of its undeniable heritage. With its magnificent chikankari, beautiful poetry, remarkable story telling and much more is like a bottomless Pandora’s Box full of exclusive treasures. Capital City Lucknow being the capital city enjoys special attention and privileges which could have positive implications for the development of tourism. Weaknesses Lack of appropriate infrastructure The city lacks appropriate infrastructure for tourism development whether it is no. of beds, air connectivity, cleanliness, parking, drinking water etc.
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Weak Branding Brand Lucknow is not well marketed and promoted, neither in the domestic market nor in the international market. Lack of public awareness There is a huge gap in the aspirations of the department of tourism and the awareness of the public about these aspirations. Lack of local participation The tourism development programme does not encourage local participation. The policies have minimum local participation and job avenues to encourage the local community. Opportunities Strengthen hotel industry There is huge scope for the accommodation industry to flourish for all budget categories. Use of media for promotion The publicity and the promotion of the city can be handled professionally through all the mediums of publicity written, audio or visual. Revival of art and artisans It could be a great opportunity to revive the lost, almost lost arts of the region and to encourage the low spirits of the artisans who not only desire financial stability but also public recognition for their talents. Enhancement of accessibility The city already enjoys a respectable accessibility through air, road and rail. It has the capacity to build on its existing infrastructure if the future demands for it for tourism development. Threats Political willpower The political willpower is a very critical question and the answer needs to be in favor of tourism development. Political instability and disfavour are crucial factors in progress or digress of tourism of a region.
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Lack of funds for maintaining heritage buildings Our tangible, intangible and monument heritage needs to be maintained as these are the very basis for attracting the tourists. Our heritage needs to be preserved and protected not only for the purpose of tourism but also because they are the chapters in our book of who we are. Image of Lucknow as a non-tourism destination One of the major drawback of Lucknow as a tourist destination is that it has never been seriously promoted as a tourist destination and is neither well projected on the tourist map of India. Challenges The challenge would be to co-ordinate and convince the artists.
To maintain the quality of the event and performances.
To develop appropriate remuneration packages for the artisans and organizers.
To develop various locations for showcasing the history and culture of the city.
To calculate the carrying capacity of the region and develop a sustainable development plan.
To promote the city with its culture as the focal point.
To develop the accommodation sector for all budget categories.
To develop the infrastructure of the city. This must include cleanliness, drinking water, parking, roads, local infrastructure, maintenance etc.
Suggestions
The paper suggests that not only the architecture and adab of the city should be promoted but the literary treasures and classical arts of the city should also be showcased. They are as much a part of this culture as its world famous courtesy, hospitality, architecture and cuisine. The performing arts of Lucknow are so
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varied in their style and flair that their amalgamation will produce an effect that will be unparalleled.
The proposed showcase would include Urdu Poetry, Urdu Prose, Dastan Goi (the art of storytelling), Calligraphy, Hindustani Sangeet (north Indian music), light classical and instrumental music (tabla and sitar), Kathak, Nautanki, Theater, Soz (The Chanting of Dirges), ghazal, quwwali and much more.
The paper proposes to identify areas for show casing these arts. The area should have aesthetic value that would increase the potency of the performances. The backdrop of architecturally prominent buildings such as the Imambaras, the Roomi Darwaza, Dilkusha, Moti Mahal etc. will be an ideal setting for such an ambitious effort. A conscious effort would be made to synergies this combination of tangible and intangible so that the result thus produced is a powerful package with Made In Lucknow stamped all over it.
It is essential for the package to be exclusive as that will be the defining factor of this Tourism Product. The tourist who is pulled by culture as a motivator would be targeted. The product would be developed so as to establish Lucknow as a cultural seat. The emphasis would be laid on bringing together an event which is so potent in its cultural value that the visitor would feel one with the destination. The performances would be chronologically synchronized and directed into a cultural extravaganza which would prove to be one of the deciding factors in the choice of cultural destination and will position Lucknow as a coveted destination.
The performances and demonstrations will be a complete product in itself and the architecture, cuisine, heritage walks, shopping and various old time sports would compliment this extravaganza.
Conclusion
The basis of the paper is to develop a theme which showcases the past glory of the city. It would essentially include the performing arts of the region and would also encompass other tourism
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products of the region. The promotion of our products will be an integral part of the efforts made to market Lucknow as a strong tourism destination. The synchronized effort has to be nurtured in the soil of public-private partnership as it is the only way for the all-round development of the destination. The infrastructure, the essential amenities, building up of the super-structure, the accommodation sector and the accessibility links all require government initiative as well as private cooperation.
Another critical angel of development is the inclusion of local participation and awareness. It includes making the local community aware of the steps the government is taking for the benefit of tourism development, opening job avenues for the locals and training them so that they are competent in the jobs they are doing.
As the focal point of the concept is promotion of tourism in Lucknow through its arts and crafts, therefore it is very important to extend a warm and humble and encouraging invitation to the artists as they are the basis of the whole concept. This will not only give a new lease of life to many arts but will also bring back the much deserved respectability for the artisans along with financial wellness.
The city needs to be strategically divided into well thought-of heritage zones. The heritage areas will be developed into pollution free zones where artists would perform on stage. This would be developed as an all year round activity. This would require careful planning and sustainable development. The schedules should be entertaining and well balanced and very importantly the remuneration appropriate.
The concept is elaborate and requires a lot of consideration. But most importantly it requires an honest and unbiased effort.
References
1) Brent, J.R. and Crouch G.I. (2003). The Competitive Destination: A Sustainable Tourism Perspective, Oxfordshire. CAB International.
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2) Halim, A. (2005). Purana Lucknow. New Delhi. National book Trust, India. 3) Holden, A. & Fennel, D. (2013). Oxford, Routledge. 4) Kotler, P. (2000). Principles of Marketing. New Jersey, Prentice Hall. 5) Lloyd, R. (2007), Sociology of Leisure and Tourism, Blackwell Encyclopedia of Sociology. 6) Lockwood, S. and Medlik,S. (2001). Tourism and Hospitality in the 21st century. Oxford. Butterworth- Heinemann. 7) Mc Donalds, (1999), Cultural Tourism: Research Methods. Oxfordshire. CAB International, 8) Morgan, N. et al. (2012). Destination Branding. London. Taylor and Francis. 9) Praveen, Y. (2005). Tajdar-e-Awadh. Lucknow. Bharat Book Centre. 10) Reich, A.Z. (1999). Positioning of Tourist Destinations. Urbana. Sagamore. 11) Siddiqi, W.H. (2000), Lucknow, The Historic City. Indore. Sundeep Prakashan. 12) Sofield T.H.B. & Li F.M.S. (1998). Tourism Development and Cultural Policies in China: A Case Study. Annals of Tourism Research, 25(2), 362–92 13) Timothy, D.J. and Boyd, S.W. (2003). Heritage Tourism. New Jersey. Prentice Hall. 14) Trivedi, M. (2010). The Making of the Awadh Culture. Delhi. Primus Books. 15) Primary Data Collected by locals, tourists and tourism industry personnel through pre-designed questionnaires.
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16) Background data and Comparative data collected from Uttar Pradesh Tourism Department, Lucknow.
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