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Growth and Prospects of Odisha Tourism : an Empirical Study

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Growth and Prospects of Odisha Tourism : an Empirical Study September - 2013 Odisha Review Growth and Prospects of Odisha Tourism : An Empirical Study Dr. Suratha Kumar Das Odisha, a maritime State, on the east coast of entertainment and other areas. It is the hospitality India, is bounded by West Bengal and Jharkhand sector, which binds together a lot of other on the North, Andhra Pradesh on the South, the employment generating sectors through backward Bay of Bengal on the East and Chattisgarh on the and forward linkages. Tourism is a highly labour- West. Its location is between 17°49‘N to intensive business. It not only creates direct 22°34‘N latitudes and 81°27’E to 87°29’E employment but also creates opportunities for longitudes. The State ranks eleventh in terms of indirect employment. About 92,206 persons are total population and ninth in terms of total area. It directly engaged and 276,618 persons are has a total coastal length and perpetually washed indirectly engaged in this sector in Odisha. The by the blue waters of the Bay of Bengal. The state ratio of indirect jobs to direct jobs is is endowed with a vast reserve of mineral and approximately 3:1 in Odisha. The State has other natural resources like : river, fountain, several sources and triggers for attracting tourists. mountain, hills, forest, abhayaranya, pilgrims, There are sites that are abound in natural beauty. historical places etc. The state has worldwide There are also places like Puri that attract a large unique recognition for its works of Appliqué, number of devotees to the abode of Lord Metal Crafts, Silver Filigree, Patta Chitra, Pipili Jagannath. There is considerable scope for Chandua, Sambalpuri Bastralaya as well as high religious and recreational tourism. However, attraction both in domestic and international Odisha’s full potential for tourism is yet to be markets for its exquisite Art and Crafts. The state realized. The following identified tourists places like Odisha offers immense tourism delight and are shown on the table No.1. pleasure to the visitors owing to its rich and varied topography, vibrant culture and captivating Table No: 01 Showing Identified tourist festivities. There are 321 Identified Tourists places in Odisha Centre in Odisha as on May 2012. Out of it 20 Districts No. of tourist places tourists centre in four districts are selected as study areas for the present study. Anugul 13 Balangir 08 The tourism sector has a potential to generate high employment growth through a mix Balesore 21 of activities of hotels, transport, shopping, food, Bargarh 09 125 Odisha Review September - 2013 Bhadrak 08 framing both the public and private institutions of Boudh 03 resource management that build resilience in the Cuttack 22 face of the risks of changes in climate. Deogarh 02 Amelung, B & Viner, D. (2007). Dhenkanal 10 Implications of Global Climate Change for Tourism Flows and Seasonality. Journal of Travel Gajapati 05 Research, 45, 285 296. This research study Ganjam 22 identifies the possible future implications of climate Jagatsingpur 06 change for tourism on a global level with a seasonal Jajpur 13 emphasis. This study shows that in some places Jharsuguda 05 experiencing a decrease in tourism attractiveness while other areas will become substantially more Kalahandi 17 attractive due to global climatic change. Kandhamal 06 Bark, R.H., Colby, B.G., & Dominguez, Kendrapada 05 F. (2009). Snowmaking adaptation and the future Keonjhar 16 of low latitude, high elevation skiing in Arizona, Khurda 18 USA. Climatic Change, Retrieved January 14, Koraput 13 2010: This article states that climate change Malkanagir 06 models predict declining snowpack, shorter and more variable snow seasons, warmer winter Mayurbhanj 16 temperatures with increased snowmelt, and Nuapara 07 increased snowmelt at higher elevations. The Nawarangpur 05 article focuses on two, low latitude, high elevation Nayagarh 13 ski areas in Arizona (Snow bowl and Sunrise). Puri 20 Using information from USDA, NOAA and IPCC and other worldwide climate research Rayagada 07 organizations, future predictions of climate change Sambalpur 07 effects were made. Subarnapur 06 Buzinde, C. Navarrete, D., Kerstetter, Sundergarh 12 D., & Redcliff, M. (2010). Representations and Source: OTDC adoption to climate change. Annals of Tourism Research, 37 (3), 581 603. This study makes an REVIEW OF LITERATURE. honest effort to promote tourism, hoteliers and Adger, N. (2003). Economic Geography, other tourism service providers seek to present 79(4), 387 404. The study highlights cases of what they perceive the travelers will want. collective action coping with climate change such However, the image that is presented is rarely what as extreme weather in coastal areas in Southeast the traveler actually receives. Asia and of community based coastal Ali, Manafi, Hussein (2012): This management in the Caribbean. The study also research paper wishes to provide new insights given priority on the importance of social capital into the nature of tourism entrepreneurship thereby 126 September - 2013 Odisha Review addressing main characteristics of main CHOOSING THE STUDY AREA. dimensions of entrepreneurship. In particular, by — Un-polluted environment bringing previous study findings as well as universally recognized quotations, tourism — High quality of natural attraction and suitable entrepreneurship will be characterized in terms Agro-Tourism areas. of culture, the nature of ventures, and personal — Breath taking landscapes and untouched characteristics of tourism related entrepreneurs. natural areas. Alistair McKinnon (2003) — Rich cultural heritage and historical Entrepreneurship and Globalisation A Literature background (archaeological and Review. This study examines some of the issues architectural remains, handicrafts, traditional of entrepreneurship as they relate to globalisation. dance and music, traditional food, authentic/ The first major element under investigation is the traditional agricultural products, custom, relationship between small and medium sized myths and legends, festivals and musical enterprises (SMEs) and globalisation. SMEs are events etc.) often characterised as being entrepreneurial, therefore much of the literature on SMEs and — Favorable climate conditions that extends globalisation is relevant to entrepreneurship. This the tourist season up to 12 months. also includes internationalization, where — The richness of flora and fauna (birds, globalisation has forced many entrepreneurial turtles, wild donkeys): vacations firms to ‘go global’ to successfully compete and — survive. By focusing new initiatives on quality and Hospitality of the inhabitants. differentiation of products and services, the — Number of the newly established micro and entrepreneur can find a place in the global small enterprises is gradually increasing. marketplace, irrespective of firm size. — Pilot experiences for the re-vitalization of Shervin & Farsi (2012) Scanning old villages positively carried out. of Entrepreneurial Opportunities in the — Advantages of the short transporting Agritourism in Villages Located in the Suburbs distances. of the Metropolitan Cities of Iran : An Imperial Review in International Conference on Business, — Good price/value of rural produce and Economics and tourism Management, CBETM catering (food/drinks) (VFM-Value For 2011, in Dubai, UAE 28-30 December. This Money) study Paying attention to small and medium sized — Existence of Government Scheme to enterprises – given the special characteristics they encourage Village livelihoods have and the limitations they face in the vicinities of metropolitan cities – in the rural and RELEVANCE OF THE STUDY particularly the agricultural tourism sectors can Tourism Industry in Indian can attract provide the basis for the improvement foreign as well as local tourist. At present, many of advantages gained from tourism especially with tourists wanted to visit a place like farm house, regards to employment and entrepreneurship and medicinal farms so there is a possibility to develop additionally it leads to an optimized management categorical medicinal-farms for the cure of of rural tourism activities. different disease. Hence, agri-tourism is a tool to 127 Odisha Review September - 2013 development of the rural farmers as well as villages. — To analyze the performance of the tourism Odisha is enriched with enormous potentialities of industry tourism like: eco-tourism, rural tourism and agri- — To review the origin and growth of tourism tourism. Day by day more and more tourists are industry in Odisha since pre-independence attracted to come Odisha to witness and inculcate period. especially tribal culture, car festivals/ratha yatra, Konark sculpture, historical importance of Dhauli, — To review the problems and hindrances of Odishi dance, Chilika and other local festivals that the tourism industry in Odisha and strengthen our state economy as well as national — To suggest concrete measures for the economy by inflow of foreign currency. Hence growth of tourism industry in odisha Government and private players are ought to play all out possible efforts and initiatives to tourism METHODOLOGY: sector in Odisha. On this backdrops it is interesting The secondary data are used in analysing to make a empirical study on tourism sector in the the present study. The data were collected from state of Odisha. various reports and records of office the Tourism Department, Government of India, Odisha OBJECTIVES OF THE STUDY: Tourism Development Corporation (OTDC), The present study attempts to analyse the department
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