Volume-4, Issue-3, June-2014, ISSN No.: 2250-0758 International Journal of Engineering and Management Research Available at: www.ijemr.net Page Number: 26-32
International Tourist Perception towards Mysore Dasara
Mrs. Lakshmi P.1, Dr. S.J Manjunath2 1Associate Professor, Dept of Business Administration, VVCE, Mysore, INDIA 2Associate Professor, DOS in Business Administration, University of Mysore, Mysore, INDIA
ABSTRACT outside their usual environment for not more than one The Indian tourism sector has been experiencing a consecutive year for leisure, business and other purposes. resilient phase of growth, driven by the flourishing middle class, increased spending by the foreign tourists, and synchronized administration and promotion by the III. TYPES OF TOURISTS Government of India to encourage ‘Incredible India’.Mysore city in Karnataka state is well known as tourist paradise International or Foreign Tourist because it boosts rich heritage and glorious culture with In India, an international tourist has been Dasara festival, magnified monuments, temples and palaces defined as a person visiting India on a foreign passport, etc., The large pool of resources such as hotel, catering, staying at least twenty four hours in India and the purpose information, communication industries etc., proves that these of whose journey can be classified under one of the industries will definitely increase revenue to the government following heading:- and also a strong investment to the state in the upcoming future. Leisure tourist (recreation, holiday, health, religion, sport etc.,) Keywords: Tourism, Mysore, Dasara festival Business tourist (conference, meeting etc.,) ,Infrastructure facilities, According to World Tourism organization (WTO),an foreign tourist must spend a minimum of 24 hours and a maximum of 6 months in a country other than I. INTRODUCTION his/her own, livings in hotels or other commercial accommodations, where he/she pays in their own currency. Mysore Dasara is the Nadahabba (state-festival) of Domestic tourist the state of Karnataka in South West India. It is also called It is been defined as a person who travels within Navaratri (Nava-ratri = nine-nights) and is a 10-day the country to a place other than his usual place of festival with the last day being Vijayadashami, the most residence and stays at hotels or other accommodations or auspicious day of Dasara. Dasara usually falls in the month establishments run on commercial basis. of September or October. According to a legend, Vijayadashami denotes the victory of truth over evil and was the day when the Hindu Goddess IV. REVIEW OF LITERATURE Chamundeshwarikilled the demon Mahishasura.Mahishasura is the demon from whose name In the previous study on tourism sector, it is been the name Mysore has been derived. The city of Mysore has observed that the importance of transportation, a long tradition of celebrating the Dasarafestival and the infrastructural facilities and changes in number of tourist festivities there are an elaborate affair, attracting a large visiting Mysore region and contributing also to the state audience including foreigners. The Dasara festival economy. It states that there is a relationship between the completed 403rd anniversary in year 2013. developments of allied industries along with tourism are been identified in the study. II. DEFINITION OF TOURISM
Tourism is travel for recreational, leisure, or business purposes. The World Tourism Organization defines tourists as people "traveling to and staying in places
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Ajzen, (1991) It aims to investigate tourists' decision-making. On the other hand, aspects such as perception and brand image associations of heritage accessibility, transportations and accommodation facilities destinations as a form of leisure activity. The established showed room for improvement and affects tourist utilized theory [theory of planned utilized] (TPB) was satisfaction in both positive or negative way. utilized as the key theoretical framework to investigate tourists’ perceptions toward participating in heritage tourism activities and identify brand image associations of heritage destinations. Results indicate that tourists were V. RESEARCH OBJECTIVES motivated differently when deciding to visit heritage sites. i. Furthermore, functional, symbolic, experiential ii. To analyze the tourist opinion regarding the associations and overall brand attitudes are identified as Dasarafestivitesin Mysore. key brand image associations toward heritage destinations. iii. To analyze the opinion oftourist regarding the The Hindu survey (2010) on Indian industry has Prices charged with respect to accommodation in Mysore traced the initiations of GOI in marketing of tourism region. products to the domestic as well as foreign tourists. The UNESCAP Study (2001) on promotion of investment in VI. RESEARCH METHODOLOGY tourism infrastructure has focused on the position of infrastructure tourism in India such as hotels, restaurants, SOURCES OF DATA all forms of transport & communication and basic Both primary and secondary data have been used for the amenities. study UNCTAD series(2010) “The tourism industry: Trends & Primary data opportunities” analyzed the concentration of FDI in few The collection of primary data has been attempted activities such as accommodation, restaurants, & car from 300 International tourists through rentals. Finally, the study has stressed on the international a) Questionnaire and tourism through other services which develop tourism b) Personal interview and observations market. Secondary data Edmund Goh (2010)“Influence of destination image and The secondary data have been collected from official & destination brand in tourists' decision-making” emphasizes non official records, leading books on the subject, on Tourism is perhaps considered the main source of published theses, booklets, boucher’s on divergent aspects revenue. For this reason, there is growing concern for the of tourism, tourism sector profile, journals & magazines. reputation of tourism in the world market. This research Moreover the, information from the internet have been paper identifies the importance of destination branding as a extensively used as a source of secondary data collection. strategy to achieve success in attracting tourist, identifying Convenience Sampling method is adopted in its and weak points. The study reveals that natural selecting the respondents without considering their age, attractions and cultural manifestations contribute sex, class, country, region, income, etc. Information from significantly to tourist satisfaction and thus a positive the sample respondents is collected through the destination image. This aspect is coupled with hospitality administered structured questionnaire. and receptiveness, which are intrinsic factors in tourist
VII. Data analysis and interpretation
Table 1: Dasarafestivites
COUNTRY NAME * Most liked festivities in MysoreDasara. COUNTRY NAME What did you like the most in Mysore Dasara festivities?
Tourch Dasara Flower light Cultural Food procession show parade activities mela Sport Total
UK Count 6 7 2 1 1 5 22
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% of 2.0% 2.3% .7% .3% .3% 1.7% 7.4% Total
China Count 7 7 10 7 5 5 41
% of 2.3% 2.3% 3.4% 2.3% 1.7% 1.7% 13.8% Total
USA Count 11 8 7 6 2 10 44
% of 3.7% 2.7% 2.3% 2.0% .7% 3.4% 14.8% Total
Japan Count 0 3 2 1 0 0 6
% of .0% 1.0% .7% .3% .0% .0% 2.0% Total
Vitenam Count 0 1 1 2 0 1 5
% of .0% .3% .3% .7% .0% .3% 1.7% Total
Russia Count 0 0 0 1 0 2 3
% of .0% .0% .0% .3% .0% .7% 1.0% Total
Poland Count 2 3 2 0 0 0 7
% of .7% 1.0% .7% .0% .0% .0% 2.3% Total
Australia Count 3 3 1 0 0 3 10
% of 1.0% 1.0% .3% .0% .0% 1.0% 3.4% Total
Finland Count 2 0 1 1 0 0 4
% of .7% .0% .3% .3% .0% .0% 1.3% Total
Thailand Count 0 0 2 1 0 0 3
% of .0% .0% .7% .3% .0% .0% 1.0% Total
Canada Count 1 5 0 2 0 1 9
% of .3% 1.7% .0% .7% .0% .3% 3.0% Total
France Count 17 17 7 5 4 5 55
% of 5.7% 5.7% 2.3% 1.7% 1.3% 1.7% 18.5% Total 28
Ukraine Count 3 1 6 0 0 0 10
% of 1.0% .3% 2.0% .0% .0% .0% 3.4% Total
Italy Count 4 4 0 0 0 5 13
% of 1.3% 1.3% .0% .0% .0% 1.7% 4.4% Total
Germany Count 4 4 5 5 1 4 23
% of 1.3% 1.3% 1.7% 1.7% .3% 1.3% 7.7% Total
England/british Count 2 0 2 0 1 2 7
% of .7% .0% .7% .0% .3% .7% 2.3% Total
Spain Count 0 0 0 0 0 4 4
% of .0% .0% .0% .0% .0% 1.3% 1.3% Total
Netherland Count 6 2 1 0 0 1 10
% of 2.0% .7% .3% .0% .0% .3% 3.4% Total
Norway Count 0 0 0 0 0 1 1
% of .0% .0% .0% .0% .0% .3% .3% Total
Mexico Count 2 1 2 2 0 0 7
% of .7% .3% .7% .7% .0% .0% 2.3% Total
Brazil Count 2 0 2 0 0 0 4
% of .7% .0% .7% .0% .0% .0% 1.3% Total
New Zealand Count 1 2 0 0 0 0 3
% of .3% .7% .0% .0% .0% .0% 1.0% Total
South Korea Count 5 0 0 0 0 0 5
% of 1.7% .0% .3% .0% .0% .0% 2.0% Total
South Africa Count 0 0 0 0 0 3 3
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% of .0% .0% .0% .0% .0% .9% .9% Total
Total Count 78 68 53 34 14 54 300
% of 26.2% 22.8% 18.1% 11.4% 4.7% 16.8% 100.0% Total
From the Table 1, we can infer that the different tourist respondents liked the cultural activities been conducted from 24 countries visited Mysore and have attended the during the event. The sports event was more attractive Mysore Dasara and its different festivities. Among them event to 16.8% of respondents and the rest of 4.7% liked the most liked festivity is Dasara procession itself. 26.2% the food mela. of the respondents have liked the procession which is the Thus, countries such as France, China and USA main attraction of Mysore Dasara and followed with respondents are more positive towards their opinion with 22.8% of respondents liked the flower show, 18.1% of the respect to different festivities of Dasara festival. respondents liked Torch light parade and 11.4% of the
Table 2: Prices charged with respect to Accommodation
The accommodation was been divided into different groups such Five star hotel, Four star,Three star hotel, Lodges and Guest house. COUNTRY NAME * Opinion about charges/prices at AccommodationCrosstabulation
Your opinion about charges/prices in hotels
Very costly Costly Moderate Less Very less Total
COUNTRY NAME UK Count 1 3 17 1 0 22
% of Total .3% 1.0% 5.7% .3% .0% 7.4%
China Count 1 23 15 2 0 41
% of Total .3% 7.7% 5.0% .7% .0% 13.8%
USA Count 1 17 26 0 0 44
% of Total .3% 5.7% 8.7% .0% .0% 14.8%
Japan Count 0 6 0 0 0 6
% of Total .0% 2.0% .0% .0% .0% 2.0%
Vietnam Count 1 0 4 0 0 5
% of Total .3% .0% 1.3% .0% .0% 1.7%
Russia Count 0 1 2 0 0 3
% of Total .0% .3% .7% .0% .0% 1.0%
Poland Count 0 6 1 0 0 7
% of Total .0% 2.0% .3% .0% .0% 2.3%
Australia Count 0 4 5 1 0 10
% of Total .0% 1.3% 1.7% .3% .0% 3.4% 30
Finland Count 0 3 0 1 0 4
% of Total .0% 1.0% .0% .3% .0% 1.3%
Thailand Count 0 1 2 0 0 3
% of Total .0% .3% .7% .0% .0% 1.0%
Canada Count 0 3 5 1 0 9
% of Total .0% 1.0% 1.7% .3% .0% 3.0%
France Count 1 17 37 0 0 55
% of Total .3% 5.7% 12.4% .0% .0% 18.5%
Ukraine Count 0 3 6 1 0 10
% of Total .0% 1.0% 2.0% .3% .0% 3.4%
Italy Count 0 4 7 2 0 13
% of Total .0% 1.3% 2.3% .7% .0% 4.4%
Germany Count 0 8 12 2 1 23
% of Total .0% 2.7% 4.0% .7% .3% 7.7%
England/british Count 0 1 5 1 0 7
% of Total .0% .3% 1.7% .3% .0% 2.3%
Spain Count 0 1 3 0 0 4
% of Total .0% .3% 1.0% .0% .0% 1.3%
Netherland Count 0 3 6 0 1 10
% of Total .0% 1.0% 2.0% .0% .3% 3.4%
Norway Count 0 0 1 0 0 1
% of Total .0% .0% .3% .0% .0% .3%
Mexico Count 1 2 4 0 0 7
% of Total .3% .7% 1.3% .0% .0% 2.3%
Brazil Count 0 1 3 0 0 4
% of Total .0% .3% 1.0% .0% .0% 1.3%
New Zealand Count 0 0 3 0 0 3
% of Total .0% .0% 1.0% .0% .0% 1.0%
South Korea Count 0 1 5 0 0 6
% of Total .0% .3% 1.7% .0% .0% 2.0%
South Africa Count 0 0 1 0 2 3
% of Total .0% .0% .3% .0% .0% .3% 31
Total Count 6 108 170 12 4 300
% of Total 2.0% 36.2% 57.0% 4.0% .7% 100.0%
From the Table 2, we can infer that the different tourist from 24 countries visited Mysore and have attended the Mysore Dasara and stayed in different category of accommodation has mentioned above. Thus,5.7% respondents from France says it is costly and 12.4% as moderate, the 5.7% respondents of China says costly and 8.7% as moderate and USA respondents says 5% moderate and 7.7% as costly. This proves that the tourists are more comfortable with respect to prices charged for accommodation during their stay in Mysore.
VIII. CONCLUSION
Mysore tourism products destiny should be linked to keep the Dasara festival attractive and also the ability of the marketers to market as a uniqueevent. The authorities and entrepreneur associated with the tourism industry in this region have to make an attempt of taking utmost care to serve the tourist(customers) to the maximum level. And also the mindset of the society has to be changed so as to create a better atmosphere paving the way for the development of the tourist industry for the betterment of Mysore region especially during the Dasara season.
REFERENCES
[1] International Journal of Leisure and Tourism Marketing 2010 - Vol. 1, No.3 pp. 257 - 270 [2] www.nammamysore.com [3] www.indianetzone.com [4] Marketing Management by Philip Kotler and Kevin Keller, 13th edition [5] Tourism development- practice and principle by Bhatia A K. [6] Marketing for Hospitality and tourism, by Kotler, Bowen and Makens, 5th edition, Pearson [7] Basics of Tourism Management by Suddhendu Mishra and Sapan Kumar Sadual, first edition, Excel books [8] International Tourism Management by Bholanath Dutta, first edition, HPH
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