Tourism and its impact on rural entrepreneurship in Goa: An empirical study for promoting village tourism in Goa. A thesis submitted to Goa University for the award of degree of DOCTOR OF PHILOSOPHY In COMMERCE By Smitha Govindas Bhandare 3 8 0 ' ! Research Guide I b t f h l'T C .iij Dr. K.B.Subhash Associate Professor Department of Commerce Goa University T - < 3 0 7 Taleigao-Goa 2013 MM . tke supreme dim ity in amongst a# and aiove, DECLARATION I, Smitha Govindas Bhandare, hereby declare that the thesis, entitled “ Tourism and its impact on rural entrepreneurship in Goa: An empirical study for promoting village tourism in Goa’.” submitted to Goa University, Goa in partial fulfillment of the requirements for the award of the degree of Doctor of Philosophy in Commerce is the outcome of original and independent research work undertaken by me during the period 2009-2012. This study is carried out under tire supervision and guidance of Dr. K. B. Subhash, Associate Professor, Department of Commerce, Goa University. It has not previously formed the basis for award of any Degree / Diploma / Certificate / Associateship / Fellowship of this or any other University. I have duly acknowledged all the sources used by me in the preparation of this thesis. / Date: 8/3/13 Research Scholar, Place: Goa University Department of Commerce, Goa University i CERTIFICATE This is to certify that the thesis entitled, “ Tourism and its impact on rural entrepreneurship in Goa: An empirical study for promoting village tourism in Goa”, submitted to Goa University, Goa in partial fulfillment of the requirements for the award of the degree of Doctor of Philosophy in Commerce, is the bonafide record of the original work done by Ms. Smitha Govindas Bhandare, during the period of her study 2009-2012 under my supervision. This thesis has not formed the basis for award of any Degree / Diploma / Certificate / Associateship / Fellowship or any such similar title to the candidates of this University or any other University. Date: 2-1 M i a * Place: Goa University Associate Professor, Department of Commerce, Goa University h ( ? v ^ Q . /-vW)~ £ la-J e / j h a d , ( jC ACKNOWLEDGEMENT To begin with, I am indebted to the University Grants Commission of India for granting F.I.P and to my Management -Dempo Charities Trust in supporting me in this study. I also wish to express my sincere gratitude to my thesis supervisor and guide Dr. K. B. Subhash, as well as to all the esteemed faculty members namely Professor (Dr.) B. Ramesh, Professor (Dr.) Y.V. Reddy, Dr. Anjana Raju, and Dr. Sudershan as well as the administrative staff of the Department, for providing me with a helping hand without wavering during my study period. My genuine appreciation extends to my students both at undergraduate and post graduate level who aided me in collecting data. Special thanks to Dr. M. S. Kulkami Senior Lecturer (Statistics) Goa Medical College, Dr. G.C. Pradhan, Associate Professor of Education, SCERT, Government of Goa. As also to Mr A. Govekar, Tata Institute of Social Sciences, Mumbai and Dr. S. Shanbhogue, Joint Director, Directorate of Planning, Statistics and Evaluation, Government of Goa, who aided me in this endeavor. As always I’m indebted to my better half Shri Ajit Guiry Kamat for his unrelenting support and trust and certainly the good wishes of my elders. Let me wind up by acknowledging the miraculous ways in which my Aaradyadevata Shree Kamakshidevi works, to mould, reform and transform me, for I’m but a mere tool in her grand plans and this thesis is but one such outcome thereof. m TABLE OF CONTENTS Particulars Page No. CHAPTER 1. INTRODUCTION 1.1 Introduction 01 1.2 Justification for the research and research gap 06 1.3 Objectives o f the study 08 1.4 Research problems and hypotheses 08 1.5 M ethodology and design 09 1.6 Scheme of chapterisation 12 1.7 Limitations of the study 13 CHAPTER 2 LITERATURE REVIEW 2.1 Introduction 14 2.2 Definition 15 2.3 The evolution of Village Tourism. 22 2.3.1 Global Scene 22 2.3.2 India 26 2.4 The possibility of injecting Village Tourism in Goa. 34 2.4.1 Status of villages and towns in Goa 35 2.4.2 Status of Talukas in Goa 37 2.5 The Tourism Industry in Goa w.r.t. Destination Life Cycle. 48 2.5.1R.W. Butler Model 48 2.5.2 Agarwal Model 50 2.5.3 Zimmermann Model 51 2.5.4 Raymond Noronha Model 52 2.6 Tourism and the socio-cultural dimension of Goan society 58 2.6.1 Tourism fall out in the villages 63 2.6.2 Key concerns of Regional Plan 2021 70 2.7 Tourism industry and entrepreneurial development in Goa. 72 2.7.1 Pre-Portuguese Commerce and Trade 72 2.7.2 Portuguese Commerce and Trade 72 2.7.3 Post- Portuguese Commerce and Trade 73 2.7.3 Tourism Policy 82 2.8 Summary 83 CHAPTER 3 FEASIBILITY OF DEVELOPING ‘VILLAGE TOURISM’ IN GOA 3.1 Introduction 85 3.1.1 General Profiling of tourists 86 3.1.2 General Profiling of entrepreneurs 88 3.2 Hypothesis and Methodology 89 3.3. Analysis 90 IV 3.3.1 Tourism centric profiling of tourists 90 3.3.1.1. Possibility of injecting Village Tourism 92 3.3.1.2. Forms of tourism 93 3.3.1.3Awareness of Village Tourism 96 3.3.1.4 Village Tourism states 97 3.3.1.5 Prospects of injecting Village Tourism 99 3.3.2 Tourism centric profiling of entrepreneurs 100 3.3.2.1 Village Tourism as an alternative 101 3.3.2.2 Market Village 102 3.3.2.3 Village Mapping 104 3.4 Discussion and Conclusion 106 CHAPTER 4 GOA’S TOURISM INDUSTRY IN DESTINATION LIFE CYCLE 4.1 Introduction 107 4.2 Hypothesis and Methodology 107 4.3. Analysis 108 4.3.1 Destination centric profiling by tourists 108 a) Secondary source 108 b) Primary source 110 4.3.1.1 Frequency of travel 110 4.3.1.2 T ravelling stim uli 113 4.3.1.3 Place preference 115 4.3.2 Destination centric profiling by entrepreneurs 116 4.3.3 Non-Tourist Centric Villages Mapping 123 4.4 Discussion and Conclusion 131 CHAPTER 5 TOURISM IMPACTING SOCIO- CULTURAL FABRIC OF GOA 5.1 Introduction 133 5.2 Hypothesis and Methodology 133 5.3. Analysis 134 5.3.1 Socio-cultural status of the state 134 5.3.2 Socio-cultural profiling of the state by tourists 138 5.3.32 Socio-cultural profiling of the state by entrepreneurs 144 5.4 Discussion and Conclusion 152 CHAPTER 6 ENTREPRENEURIAL DEVELOPMENT IN THE VILLAGES 6.1 Introduction 154 6.2 Hypothesis and Methodology 157 6.3. Analysis 157 ' 6.3.1 Entrepreneurial profiling by tourists 157 6.3.2 Entrepreneurial profiling by entrepreneurs 162 6.4 Discussion and Conclusion 168 v CHAPTER 7 SUMMARY, FINDINGS, CONCLUSION AND SUGGESTIONS 7.1 Introduction 169 7.2 Summary 170 7.3 Findings 170 7.3.1 Chapter 2 171 7.3.2 Chapter 3 172 7.3.3 Chapter 4 174 7.3.4 Chapter 5 176 7.3.5 Chapter 6 178 7.4 Conclusion and Suggestions 181 7.5 Pointers for further research 187 References 188 Annexure- Questionnaire for tourists. 219 Questionnaire for entrepreneurs. 223 v i LIST OF TABLES TABLE NO: PARTICULARS PAGE NO. Table 2(i): Tourism Drives Europe’s Economy 25 Table 2(ii): State wise Rural Tourism Projects Completed / about to be Completed 31 Table 2(iii): Villages And Towns of Goa -2001 37 Table 2(iv): Estimated number of Total Tourist including day Tourist (2007) 44 Table 2(v): Foreign Tourist Arrivals Nationality-Wise Break-Up 2006 46 Table 2(vi): Flow of Tourists (1973-2009) 56 Table 2(vii): Talukas and their corresponding Village Panchayat 64 Table 2(viii): Comparison of Dunes and Inland Vegetation 66 Table 2(ix): Tourism Fallout in Villages 69 Table 2(x): Number of unemployed per 100 persons 76 Table 2(xi): Status o f Transport and Communication, Tourism, Labour and Employment 76 Table 2(xii): Estimated workers participation 2021 79 Table 2(xiii): Projected population 2021 79 Table 2(xiv): Rural Tourism Sites have been Commissioned 81 Table 3(i): Demographic Characteristics o f Tourists 87 Table 3(ii): Demographic Characteristics o f Entrepreneurs 88 Table 3(iii): Possibility o f Injecting Village Tourism 92 Table 3(iv): Cross tab Forms o f Tourism - Domestic Tourists 94 Table 3(v): Form o f Tourism - International Tourists 95 Table 3(vi): Chi Square Table- Different Forms o f Tourism 95 Table 3(vii): Awareness - Tourists 96 Table 3(viii): Chi Square Table -Aware O f Village Tourism 96 Table 3(ix): Chi Square Table Village Tourism States In India 97 Table 3(x): Crosstab- Village Tourism States in India 98 Table3(xi): Chi Square Table- Injecting Village Tourism in Goa 99 Table 3(xii): Crosstab Injecting Village Tourism In Goa 99 Table 3(xiii): Tourism Centric Profiling o f Entrepreneurs 100 Table 3(xiv): Chi Square Table Village Tourism as an alternative 101 Table 3(xv): Village Tourism as an Alternative 102 Table 3 (xvi): Chi Square Table- Market Village 103 Table 3(xvii): Crosstab Market Village 103 Table 3(xviii): Crosstab Village Mapping-1 104 Table 3(xix): Crosstab Village Mapping-2 105 Table 4 (i): Talukas, Village Panchayat And Guests (2007) 109 Table 4(ii): Arrivals by Charter Flights Season (1985-2009) 110 Table 4(iii): Frequency o f travel 111 Table 4(iv): Crosstab-Frequency of Travel 112 Table 4(v): Chi-Square Table -Frequency o f Travel 112 Table 4(vi): Chi-Square Table- Travelling Stimulated 113 Table 4(vii): Crosstab- Travelling Stimulated 114 Table 4(viii): Crosstab- Place Preference 115 Table 4(ix): Chi-Square Table - Place Preference 115 Table 4(x): Saturation and Marketing 117 Vll TABLE NO: PARTICULARS PAGE NO.