International Journal of Pure and Applied Mathematics Volume 119 No. 12 2018, 2617-2631 ISSN: 1314-3395 (on-line version) url: http://www.ijpam.eu Special Issue ijpam.eu

Responsibility of Responsible Tourism in Achieving Sustainability: A Model 1Devika Ram and 2K. Arun 1Department of Commerce and Management, Amrita Vishwa Vidyapeetham, Amritapuri, . 2Department of Commerce and Management, Amrita Vishwa Vidyapeetham, Amritapuri, India.

Abstract Sustainability is the need of the hour in all walks of life, across the universe. This study will look into the responsibilities of responsible tourism in achieving sustainability at Responsible Tourism destinations in Kerala. Kerala’s exponential growth in tourism map made the policy makers to initiate Responsible Tourism in selected destinations. This was with the intention of making these destinations sustainable in nature. Sustainability means to maximize the natural resources by creating ecological balance. Responsible tourism is to making the tourism spot more responsible by taking advantage of the available resources and manpower. Responsible Tourism Practices is a brain wave which can be put into effect to make the destinations more responsible as well as sustainable. Through action research at four Responsible Tourism destinations in Kerala it is found that it is yet to travel more to reach the agenda of sustainability. Key Words: Responsible Tourism, Sustainability, Responsible Tourism Practices, Responsible Tourism Destinations.

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1. Introduction Tourism is normally an enormous social business that has cut a claim to fame for itself cosmically. This overall matter is flourishing and developing as a powerful instrument for monetary advancement of countries by producing work, winning income and outside trade, and going about as an implies for upward social versatility through association with societies from somewhere else on the planet. Tourism directors have been willing to fuse environmental measures into current administration systems and techniques in the event that they brought about lower costs and additionally higher incomes and benefits (Stabler & Goodal, 1997, p.19). Sustainable is on the ascent. In early 1990s the Indian state of Kerala was in an exploration of tourist destinations. Later, that is during the late 1990s it was recognized that there started the exploitation of natural resources, creating an ecological imbalance and other damages to the environment. The reason behind these issues was that the government started using tourism for developmental purposes.

The possibility of responsible tourism has been described as a wide range of tourism which respect the host's trademark, produced, and social circumstances and the interests of all get-togethers concerned (Smith, 1992; Stanford, 2000). Ideal from 1996 the idea of Responsible tourism was developed, after the Cape Town presentation Responsible tourism approach including its motivation and variables emerged. According to Lane (1991) [4], ecologically sustainable tourism should strive for, “providing satisfying jobs without dominating the local community. It must not abuse the natural environment, and should be architecturally respectable. The benefits of tourism should be diffused through many communities, and not concentrated on a narrow coastal strip or scenic valley”. The principle expectation behind Responsible Tourism is to confine negative biological, money related and social impacts. It makes more vital budgetary favorable circumstances to neighborhood people and enhances the flourishing of close-by gatherings. It moreover makes positive responsibilities regarding the insurance of normal and social inheritance, and protection of the world's assorted variety.

During 2000 – 2010 the concept of Responsible Tourism spread all over Kerala. The drive of Responsible Tourism was first targeted and carried out at Kumarakom, Kovalam, Wayanad and Thekkady. Kumarakom one of the beautiful backwater destinations in Kerala was declared as Special Tourism zone in the year 2005 and the big idea of Responsible Tourism was launched in the year May 2007. Subsequently Wayanad was also floated as Responsible tourism destination on September 2008. Presently Thekkady and Kovalam have additionally moved towards Responsible Tourism areas. Instantly the notion of Responsible Tourism was converted to Sustainable Tourism. Responsible Tourism is a tourism activity to accomplish great travel trade openings over building up the vacation enjoyment, increase and improves the quality of

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livelihood of the local community, assuring the natural assets, reduction of wastage of resources and other socio-economic benefits. 2. Literature Review Tourism industry is a cutthroat blessing to our Gods own Country. Advancement of the concept Responsible tourism has created remarkable changes in our region. Makarand Mody (2014) single out that as when the concept of responsible tourism arrived that becomes the travel motivation for many travelers to visit responsible tourism spots. That the tourism must be created in a manner that it must be monetarily, environmentally and socially advantageous. Tanja Mihalic (2014) pinpoints that when a tourism destination is both responsible as well as sustainable to cut down the weak and upgrade the perfect ambiance, communal and commercial crunch of exploration. For that they introduced ‘Responsustable’ tourism concept and Triple-A model which will help the tour operators as well as tourists to make the tourism destination eco-friendly and will also provide benefits to environment, local people and the visitors.

Freya Higgins (2017) identifies that in the present scenario tourism faces many challenges, so the concept of tourism must be presumed and persuaded with an expanded context of sustainability. The author points out that tourism is killing tourism, so the current position of the tourism must be transformed into structural management of mobility’s point of view. Paul V Mathew (2016) spots out that to analyze the effect of apparent responsible tourism on perceived quality of life of communities and personal management in tourist destinations and to analyze the mediating role of perceived destination sustainability. As because of the presentation of capable tourism it has improved the personal satisfaction of the neighborhood group and has figured seen goal maintainability. Bernard Lane (2017) investigates on sustainable tourism and sustainable tourism research. The author says that sustainable tourism is an infant concept which has been evolved only recently, so it needs to grow and to be matured enough to conserve the environment. Robert Caruana (2014) observes that tour operators are just about five times as prone to utilize 'sustainable tourism' as any substitute tool. As from the consumer perspective they are aware about the term responsible tourism but it is not stable and fixed. Responsible tourism' has settled in into an entrenched zone of tourism research and sharpen and is normally assimilated as a far reaching set of voyager associations that attract with preference neighborhood groups and breaking point negative social and regular impacts. Adenekan (Nick) Dedeke (2017) how we can make sustainable tourism wanders in ensured territories. For such destinations to prosper in the society they need to know more about how they are established and sustained. Weng Marc Lim (2016) implements the concept of creativity and hospitality into the concept of tourism for greater sustainability. As when the tour operators are more creative and are engaging in

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sustainable practices then which can serve as a tie breaker for customer attraction and satisfaction. Chih-Hsing Liu (2017) detects that how can a tourism destination be more responsible, hospitable and sustainable. For that there comes the implementation of a creative problem strategy that is for accurately using creativity pattern to learn the environment and which will be promoted as a sustainable education in the future.

Mohd Hafiz Hanafiah (2015) observes that in the modern tourism development the most popular term is Responsible Tourism Practices, which is also considered as the principle of tourism development. RTP makes the tourism destination sustainable, responsible of local culture, natural environment and supplies a better quality of life. Kai Xin Tay (2014) diagnoses that how we can assimilate the responsible tourism practices through principles of sustainability. The author initiates that from the principle of sustainability the responsibility is manufactured. It also proves that sustainable tourism has been emerged as methods for being responsible to preservation standards, especially to secure nature for whom and what is to come. Robertico Croes (2017) determines the rapport between quality of life, tourism specialization and economic growth in tourism destinations. Here it proves that the tourism specification influence and improves the quality of life of residents but only for a short term. As in small developmental areas this principle cannot be fully flourished as the human resource is the hallmark for tourism development which lacks in most of the areas. Nicole Frey (2009) examines the present mentalities and conduct of the general population towards Responsible Tourism Management Practices. Findings of this paper shows that business are not spending or investing money and time in changing phase of the tourism practices. 3. Methodology On the whole this is basically a concept-based paper. The architecture of this paper is mainly gathered with some exploratory methods in processing the research. Here sustainability of Responsible Tourism is the main aim. Action research is the method chased to fulfill the research. According to Kurt Lewin, action research is “a comparative research on the conditions and effects of various forms of social action and research leading to social action”; this type of research uses “a spiral step,” each of which is “composed of a circle of planning, action and fact-finding about the result of the action”. This is a method which is based on people’s real life experience. Zuber-Skerritt (1996) recommends that the point of any action research project is to achieve the practical change or development of social practice, and specialists' better comprehension of their processes.

Here the research was conducted on the basis of the available data from different sources. This approach of study not just spotlights on interchange of knowledge and circulation to add to the current group of tourism theories, above

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all analytical assumptions, critical thinking and the co-formation of recent information’s are upgraded by gaining from practical as well as academic perspectives. These are obtained through academic papers, sustainable tourism development strategies, discussions and other scholarly journals.

Here the Tri’con pyramid concept emerged and which combines the three C concepts that is conserve, consider, consistent to be more sustainable as well as responsible. Also the concept of Responsible Tourism Practices was also developed to check whether the Kerala’s tourism destinations are following sustainable-responsible practices for a better sustained destination tomorrow. 4. Responsible Tourism and Sustainability Approach of sustainability has delighted a long history for responsible tourism as a preventive way to deal with sustainability. Sustainable tourism, ecotourism, rural tourism and other socio-cultural related tourism are commonly sharing much with the term Responsible Tourism (Caruana et al., 2014). Usually there is a misconception that general tourism, responsible tourism and sustainable tourism are same. The table given below substantiates the above given statement (Table.1). The elements of general, responsible and sustainable tourism are different. But responsible tourism is the most frequently used term and which is regularly passed down among the tour operant. The vision behind responsible tourism is creating a more caring tourism industry by, creating a marketplace for responsible holidays and it also requires that operators, government, regional citizens and visitors to take responsibility as a tool to make traversing more sustainable. Improving areas for individuals to live and improving spots for individuals to visit, this is the main intention behind the responsible tourism. Table 1: Elements of general environmental quality, sustainability and responsible tourism concerns. GENERAL SUSTAINABLE RESPONSIBLE TOURISM ENVIRONMENTAL ENVIRONMENTAL CONCERNS QUALITY CONCEPTS Cherishing social, habitat and Water condition and its supply Environmental management aestheticism sustainably Condition of air Waste management and disposals Maintain bio-diversity Level of noise Social impacts Support local communities Freshness of community Food hazards Awareness Programs Infrastructure development Staff education and training Environmental research and maintenance Management and disposal of Transportation facilities Financial leakages waste Ensure quality of water (sea and Scenic views Energy consumption shoreline) Physical environment impacts on Environmental diseases Sources for power air, water. Flora and fauna Wages of employees Reuse and recycle products Parks and open spaces Safety and management

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Sustainability implies the prevention of the exhaustion of common assets with a specific end goal to keep up a biological harmony. Presently the significance of responsible tourism is to create sustainability. Supportable tourism is an industry focused on having a low effect on nature and nearby culture, while producing future work for neighborhood individuals. The productive approach of maintainable tourism is to ensure that change is a positive trial for neighborhood people, tourism associations and explorers guides. On one hand, the sustainability concept has served for some as a magic wand pointing towards more sustainable, environmentally and socially friendlier tourism developmental models and forms (Ritchie and Crouch, 2000; Swarbrooke, 1999). On the other hand, the concept has been persistently criticized for being flawed and inadequate (Higgins – Desbiolles, 2010). At this moment a question arises how can tourism be both responsible and sustainable? There comes the new theory “Responsustable” (Tanja Mihalic, 2014). This is a responsible – sustainable tourism exposure. But this is not a new tourism type developed by her it is only an attempt to join two existing terms for a better tourism tomorrow. From the triple pillar concept (Figure.1) and Tri’con pyramid (Figure.2) we can say that the main perception behind responsible – sustainable tourism is to empower the economic background, development of the community and maintaining an ecological balance and also conserve the gift of god, consider the nature, neighborhood people and the journeyer and also maintain a consistency among the above two concepts.

Figure 1: Triple Pillar Concept

Nowadays, the expression sustainability has been progressively combined up with words like travel and tourism to mean a craving method for working. Resorts and restaurants to be sustainable, tour organizations need to be

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sustainable. And voyagers are progressively worried about just spending their cash on sustainable endeavors. Most of the people believe that sustainability and responsibility means eco-friendly. But eco-friendly is not the only aspect under the term sustainability and responsibility. Empowerment, community development and maintaining ecological balance are the main aspects coming under responsibility and sustainability (Figure.1). Everything considered, the reality of the situation is, supportable tourism truly benefits everyone included, and not just one segment of the condition. Unsustainable tourism might be fine from the point of view of the suburbanite, however it's most likely not going to benefit or get assistance from the host crowd. Furthermore, toward the day's end, tourism ought not to be a restricted road. Everybody included ought to be profiting from it somehow.

Godwin (2011) clearly links responsible tourism to action in favor of making tourism more sustainable. It explains that when taking responsibility results in clear cut actions, then it is called as sustainable actions. However, responsible tourism is not a synonym for sustainable tourism (Mihalic, 2016). [The relationship between perceived responsible tourism and destination responsibility can be corroborated from the main objectives of responsible tourism as a tool to minimize social, economic and environmental impacts while maximizing the positive effects of tourism development] (Frey and George, 2010). The tourism business depends massively on the managed magnificence and friendliness of the area and society it works in and has gone under strain to deal with its negative and positive effects (Nicole Frey, Richard George, 2009). If a tourism destination wants to be more responsible as well as sustainable they must pass through various processes. Mihalic, 2016 associated this process with a Triple-A pyramid consisting of three crucial words, Awareness-Agenda- Action. Where the Triple-A pyramid is compared with mountain climbing. For mountain climbing the person must aware about the obstacles he must face, he must have some agenda regarding his climbing and also he must be able to take immediate action at the time of problems.

This Triple-A pyramid can be easily followed by the tourism stakeholders to make the destinations more responsible and sustainable. In addition to that the stakeholders can also keep in mind the Tri’con pyramids (Figure.2). This Tri’con pyramid consist of three C’s Conserve-Consider-Consistent. Conserve the natural resources and create an ecological balance and then consider the local community people and enhance their wellbeing and at last bring them together and consistently move them towards the future, which will make the tourism spot Responsustable (Mihalic, 2016). Principles of a business organization include accountability and responsibility. This same concept is shared to the responsible tourism (Merwe & Wocke, 2007). A business organization is responsible to the stakeholders and accountable to shareholders. In that way the tour operators as well as the tourists are accountable and responsible towards the tourism destination and local community.

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Figure 2: Tri’con pyramid 5. Responsible Tourism Practices Responsible Tourism Practices (RTP) has become the most popular conception and doctrine for the development of responsible tourism destinations. RTP is gaining more attention internationally as well as nationally (Table.2).RTP concept varies from one nation to another (ICRT). We can see the comparison of RTP nationally and internationally. The advantages gained from sustainable tourism rehearses are all around recorded, yet by and by the usage of these standards can be a bad dream for the uninitiated. RTP advances the maintenance and preservation of the indigenous habitat, neighborhood societies and contributes towards a superior personal satisfaction (Mohd Hafiz Hanafiah, 2015). Tourism partners are implementing sustainability rehearses at a moderate pace. Further, a few goals may incorrectly advance themselves as reasonable and increment the desires of new travelers (Poon, 1989). Table 2: A comparison of Responsible Tourism Practices nationally and internationally.

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The economical tourism advancement has picked up consideration and been advertisement selected as an approach in tourism arranging by numerous administrations. In any case, as of now there are various verbal debates on the adequacy of maintainable strategy in overseeing tourism advancement. This RTP mainly consists of various factors like, empowerment of local community, development of regional people, creating an ecological balance, and maintaining the local culture (Figure.3). In Kerala Responsible Tourism has brought various practices for the livelihood development of the local community. The main implementation is the introduction of SHG’s. SHG’s played a leading aspect in the development of the Responsible Tourism destinations. Only due to the existence of SHG’s the Responsible Tourism destinations are more popular. A unit called “Samrudhi” was formed by the Responsible Tourism initiators. This was formed among the women at all the four destinations in Kerala. More than 100 families were benefited from Samrudhi unit. RTP has thus given an opportunity to the farmers to sell their products directly to the consumer and avoid middlemen. Other activities like handmade clothes, fishing, coir village units, vegetable cultivation, pottery making units, paddy cultivation, eucalyptus oil production, making tribal instruments, tea plantation, honey cultivation, tribal art forms, plantations – , pepper and coffee and homemade chocolates.

Figure 3: Proposed understanding of Responsible Tourism Practices in Kerala 6. Responsible Tourism Destinations in Kerala

The concept of Responsible Tourism came to our country through our Gods own Country. Kerala was one of the attractive tourism destination in our country due to the scenery view, availability of natural resources, expanded media and tourism industry, supportive local government, enthusiastic regional community all these strived towards the fruitful development of 'Responsible Tourism.' (RT Kerala.com).

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The main targets for Responsible Tourism initiative in Kerala were: -

• Kumarakom

• Wayanad

• Thekkady

• Kovalam Kumarakom

Kumarakom situated at district, backdrop of Vembanad Lake. Department of Tourism, Government of India has honored Kumarakom as the best Responsible Tourism destination in Kerala (rtkerala.com). Rice cultivation, rubber plantation, bird sanctuary are some of the tourist attractions and economic activities at Kumarakom. In May 2007 Kumarakom was declared as Special Tourism Zone. Responsible Tourism launch was in May 2007. The role of Kudumbashree in the implementation of Responsible Tourism in Kumarakom has helped to improve the status and livelihood of several women by providing them with employment opportunities. A unit called Samrudhi was formed among women at Kumarakom; more than 100 families were benefited from Samrudhi unit. Implementation of Responsible Tourism has thus given an opportunity to the farmers to sell their products directly to the consumer and avoid middlemen. Before the implementation of Responsible tourism in Kumarakom, the situation of the place was pathetic. Pollution of backwaters and canals, pollution of public places, displacement of local people, increasing consumption of alcohol and drug usage, tourism related immoral activities etc were the social issues identified by RT Cell Kumarakom. These irritated social issues were controlled by implementing sewage plant set up, plastic free zones; conversion of uncultivated land into cultivated land, residents guard was set up against immoral activities and atrocities against women, contributed to the development of infrastructure, drinking water scheme, cooperation of hotel industry, street lighting etc. Wayanad

Wayanad District is situated at north-east of Kerala. RT at Wayanad was pushed on first Sept 2008. Though Responsible Tourism at Wayanad was not as fruitful as Kumarakom, RT got attractive at Wayanad through a few activities, such as the production of bamboo products, homemade products along with enhancing as well as promoting the traditional food products, cultural forms and handicraft units. The main goal level workshop was composed at Wayanad on sixth May 2007. Aside from the financial obligation, the significance of social and natural duties was featured in the workshop. The people group and the tourism business visionaries were made mindful of their obligations, particularly to see that exclusive eco-accommodating practices were followed in eco-sensitive regions.

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The DLRTC was shaped during the district level workshop hung on 6th May 2007. The Committee was constituted with individuals from the Panchayat, delegates of NGOs, government, tourism industry, media and scholastics. The Samrudhi action assembles was framed in 2008. At the point when Samrudhi was begun, there was less open deal and the principle center was to supply the produced items to hotels and resorts. As indicated by the RT Cell facilitator, Samrudhi was dynamic, however needed nearby help and local support. Thekkady

Thekkady, is the area of the National Park, which is an imperative vacation destination in the Kerala territory of India. Initiation of RT at Thekkady was on December 2008. The primary SLRTC (State Level Responsible Tourism Committee) meeting hung on 21st April 2007 chose to take up Thekkady as a goal to execute RT ideas. A Destination Level RT Committee (DLRTC) was shaped in this gathering alongside the three working gatherings in monetary, natural and social regions. Around the same time 18 lodgings consented to take an interest in the RT development and consented to arrangements for the buy of vegetables locally.

The RT specialized help cell, as in different goals, was to arrange the RT usage and energize the partners for the effective execution. One of the activities of the RT Cell was to tap business open doors for neighborhood occupants in tourism industry. The cell could discover a chance to connect with five ladies in Club Mahindra Resort to run "Kerala Tea Shop". The Samrudhi assemble was sorted out together by Kudumbashree and CDS (Community Development Societies) with five individuals - three ladies and two men. Mindfulness preparing of Kudumbashree individuals would help in building up a creation framework as a feature of the financial duty. The neighborhood group is profited with the exchange of information and limit building practices focused at those in the essential area. As a major aspect of the RT, a preparation program was directed to empower the ranchers in natural cultivating. Individuals from Kudumbashree units went to preparing on the specialized parts of honey bee keeping. Thekkady was pulling in intercessions to ensure condition. The "green clean Kumily" was such a task, to the point that initiated before RT was propelled. As a result of all these, the general population knows about the advantages from tourism and the cost to the general public. Kovalam

Kovalam is a shoreline town by the Arabian Sea in , Kerala, India. The main gathering to plan for the RT usage at Kovalam was hung on 8th May 2007. The District Level RT Committee and the working gatherings in financial, ecological and social regions were shaped on this day. RT was formally propelled in Kovalam on 14th May 2008. The geological zone of RT included Vizhinjam, Venganoor and Kottukal Panchayats. Usage of RT at Kovalam made little progress, expressed fundamentally because of the

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nonappearance of association by the nearby self governments. The RT Cell stepped up with regards to shaping ranchers' gathering in Kottukal and Venganoor Panchayats. The main Samrudhi gather was shaped before the arrangement of the Technical Support Cell and did not keep going long. Fulfillment of RT at Kovalam made little progress, expressed for the most part because of the nonappearance of contribution by the neighborhood self governments. The RT Cell has grasped diverse examinations and activities to engage impelling of social care ventures and condition organization plans. The RT Cell has arranged the ground for the execution of social and natural obligations. Not at all like the other three goals, did RT cell not have much to contribute in the real execution of the RT ideas as a result of the inertia of the creation units and Samrudhi. The action bunch at first constituted for acquirement and supply by Kudumbashree in May 2008 worked just for one more month. The gathering was endorsed Rs. 50000 towards working capital advance. The gathering began their obtainment and supply in May itself. Be that as it may, according to a survey report of RT, the acquirement and supply exercises of this gathering were conflicting. The visit bundle Village Life Experience was intended to profit the group straightforwardly. "Zero Tolerance" propelled in Kovalam under RT was a campaign against child sex abuse. The main aim of DLRTC is to establish a link between voyage industry and local entrepreneurialism. Responsible tourism initiative was introduced in Kerala as a continuous effort of many individuals. When we compare the Triple bottom line (Figure.1) and the initiatives that happened in Responsible tourism destinations we can say that all three concepts are applicable only at Kumarakom (Table.3).

Table 3: Application of Triple bottom line in Responsible Tourism destinations at Kerala Destinations

Kumarakom Wayanad Thekkady Kovalam

Practices Commercial (economic)

Ecological (environment)

Societal (socio – cultural)

7. Findings and Suggestions Kumarakom as a Responsible Tourism destination is the most successful destination among others. As the various development programs have been set up at Kumarakom destination which enables the place to be more flourished and popular. Kumarakom was honored as the best Responsible Tourism global

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destination tag in 2013. Kumarakom destination has provided many benefits to the local communities as well as society. Economic growth, employment opportunities for villagers, women empowerment, growth of agriculture, positive contribution to the nature, introduction to social responsibility programs, and innovative tour packages are the variables considered for a destination to be Responsible Tourism destination in Kerala. After Kumarakom 3 more places were declared as Responsible Tourism destinations on Kerala. But any of the destinations never realized the benchmark set by Kumarakom, in following Responsible Tourism Practices. In Wayanad the support level given for the development of Responsible Tourism was at a very bottom level where they lack local help and support, especially for the development of Samrudhi group. In Thekkady the involvement of local community was not significant enough for the implementation of Responsible Tourism activities. It is understood that the people of Thekkady were only aware about the Responsible Tourism concepts but they were not at all aware about its further implementation to make it more successful Responsible Tourism destination. In Kovalam the Responsible Tourism cell was not having much to contribute to the further advancement of Responsible Tourism as because of a few issues in the underlying phase of its execution, due to the quandary of local-self government.

As the Samrudhi group lacked local support and they were not having enough capital to introduce and implement their small-scale business, there the banks can play a major role by introducing new bank loans at a lower rate of interest, which will help them to continue and develop their business. 8. Conclusion Though Kerala was pioneering Responsible Tourism initiatives, it is still far away from the core concept of regional level sustainability. Lack of participation, cooperation and awareness of stakeholders, lack of capital for the SHGs for initiating small businesses, lack of coordinating the ‘concept’ by the government, under utilization of skill sets of local resources etc. are the major gaps to be filled to attain the desired results of responsible tourism. An awareness campaigning amongst the stakeholders, liasoning between the SHGs and the banks, commercializing the local people skill set etc. are the remedies to be suggested by this study. References [1] Caruana, R., Glozer, S., Crane, A., & McCabe, S. (2014). Tourists' accounts of responsible tourism. Annals of Tourism Research ’46, 115 – 129. http://dx.doi.org/10.1016/j.annals. 2014.03.006. [2] Frey, B.S., 1992. Umweltkokonomie (Engl: Environmental Economics). Vandenhoeck & Ruprecht, Gottingen.

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[3] Goodwin, H., 2011 Taking Responsibility for Tourism. Godfellow Publishers Limited, Oxford. [4] HanafiahHafiz, Mohd., 2015 Responsible Tourism Practices and Quality of Life: Perspective of Langawki Island Communities. [5] Higgins-Desbiolles, F., 2006. More than an “industry”: the forgotten power of tourism as a social force. Tour. Manag. 27 (6), 1192 1208. [6] ICRT (International Centre for Responsible Tourism) http://responsibletourismpartnership.org/icrt/, March 6 [7] Inskeep, E., 1991. Tourism Planning: an Integrated and Sustainable Development Approach. John Wiley&Sons, New York. [8] Lane, B. (1991), “Sustainable Tourism, a new culture for the Interpreter”, Interpretation Journal, Vol. 49. [9] Lewin Kurt, 1993., Educational Action Research, Volume 1, No. 1 [10] Mihalic, Tanja., 2014 Sustainable-responsible tourism discourse Towards ‘Responsustable’ tourism. [11] Merwe, M., & Wöcke, A. (2007). An investigation into responsible tourism practices in the South African hotel industry. South African Journal of Business Management, 38 (2), 1–15. [12] Poon, A., 1989, Consumer strategies for a new tourism. In: Cooper, C. (Ed), Progress in Tourism, Recreation and Hospitality Management, vol.1. Bellhaven Press, London, pp. 91-102. [13] rtkerala.com, https://www.rtkerala.com/classification.php, March 7 [14] Smith, R. A. (1992). Beach resort evolution: Implications for planning. Annals of Tourism Research, 304 – 322. [15] Stabler, J., & Goodal, B. (1997). Environmental awareness, action and performance in the Guernsey hospitality sector. Tourism Management, 18(18(1), 19-33. [16] Zuber-Skerritt, O., 1996. New Directions in Action Research Taylor & Francis. Retrieved 12.4.2014.

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