Chapter III : RESEARCH METHODOLOGY and RESEARCH DESIGN

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Chapter III : RESEARCH METHODOLOGY AND RESEARCH DESIGN

The research aimed to investigate into the perceptions of the visitors and local communities and understand the factors affecting the perceptions and further explores the commonalities and differences in perceptions of local communities and visitors; and tries to understand how these would affect conservation and development of heritage sites.

The purpose of this chapter is to describe the Research Methodology and Research Methods used to achieve the research objectives of this study. This section discusses the nature of research, research hypothesis,research methodology and research design case – selection, delineation of study area, sampling strategy,interview scheduledesign and data analysis tools.

3.1 NATURE OF RESEARCH

Primarily the research is deductive using quantitative method of face to face interviews using structured interview schedule. But to get in-depth understanding of the setting and phenomenon, qualitative methods such as focused group discussions, interview with key informants and experts and direct observations are used in exploratory phase of the study. The exploratory study helped in formulating the interview schedule and also getting accustomed with the setting. In order to accomplish the objectives of the study, a model is designed, as shown in Fig. 3.1

Fig. No.3.1 : Dependent and Independent variables

3.2 WORKING RESEARCH HYPOTHESIS

Commonalities and differences in perceptions of visitors and local communities can be understood through following 4 variables –

1. Heritage components and striking features 2. State of tourism Infrastructure and development 3. Development Preferences

4. Visual preferences for architectural development.

Four important aspects of development are identified – 1. Landscape setting 2. Lighting inside heritage buildings 3. Architectural vocabulary of the buildings 4. Material of street furniture. Based on the above, Four hypotheses are formulated These hypotheses are expressed in null- form as follow: H1 : There is no difference in perceptions of local communities and visitors with reference to the heritage components and striking features H2: There is no difference in perceptions of local communities and visitors with reference to State of Heritage buildings and tourism infrastructure development H3: There is no difference in perceptions of local communities and visitors with reference to Development Preferences H4a: There is no difference in perceptions between local communities and visitors with reference to Preferences for Landscape setting H4b: there is no difference in perceptions betweenlocal communities and visitors with reference to Preferences for Architectural vocabulary of the buildings H4c: there is no difference in perceptions between local communities and visitors with reference to Preferences for Lighting inside Heritage buildings H4d: there is no difference in perceptions of local communities and visitors with reference to Preferences for Materialfor street furniture

3.3 CASE STUDY METHOD

From the literature Review it is observed that case study method is used to understand perceptions at natural or cultural heritage sites (Chang , 1996,li,2003;Ooi,2003, Waterton, 2005,Stephenson,2008).Case study method is with reference to a particular place and landscape where complex multi-faceted explorations are needed ( Deming,2011). It is basically an enquiry of a contemporary phenomenon in a real-time context ( Yin,2005). Casestudy approach can help understand perceptions of 2 varied groups – local communities and visitors in one single place and context.

As an initial exploration for the research, a qualitative study of Sinhgad fort [which is in process of serial nomination for WHS] in Maharashtra [about 30 kms from Pune] was 66

undertakenusing cognitive mapping tool [Lynch, 1972] and open ended interviews to check perceptional differences between local communities and visitors. The findings were published in JIIA [attached in Appendix IV]. But later it was decided to take up a site which has WHS designation. This initial study helped finalizing the tools for study.

3.4 WORLD HERITAGE SITES IN INDIA

It is noted in case of World Heritage Sites that lack of involvement of residents leads to serious implications for sustainability of the site (Nicholas, Thapa & Ko, 2010). In Indian context, it is observed in many World heritage sites like Hampi, Pattadhakal, Aihole, local communities are removed / displaced from their places affecting their livelihood and sustenance ( Chiba,2013). Hence of various levels of importance of Heritage sites, this research focuses upon the case of a World heritage site.

Throughout the World , the cultural heritage sites outnumber the Natural heritage sites(UNESCO, 2012). Out of 1031 total world heritage sites, 802 sites are cultural, 197 are natural and 32 are mixed heritage.

India is more known for its cultural heritage and is therefore frequented by tourists as compared to Parks which are Natural heritage sites (Raval, 1991 ) .

India has 25 cultural heritage sites and 7 natural heritage sites. Of the 25 Cultural heritage sites, maximum number 4 are from Maharashtra .

Of the 4 World Heritage Sites, 3 of them are examples of Rock Cut Architecture. Ajantha, Ellora and Elephanta are situated in semi-urban context and are initial inscriptions of India on the World Heritage Site list.

Fig No. 3.2 Map of India showing World Heritage sites – Natural and cultural Source:Archeological Survey of India

3.5 WORLD HERITAGE SITES IN MAHARASHTRA Maharashtra being culturally, socially, environmentally and ecologically diverse state with highest number - four World Heritage Sites. From tourism point of view, Maharashtra is most frequented state by international tourists with more than 5.1 million foreign tourists’ arrivals annually and fourth most frequented state by domestic tourists as per the tourism statistics provided inMinistry of Tourism (2010) Report. Tourism in Maharashtra shows maximum foreign visitors in Aurangabad and Mumbai (Maharashtra Tourism Report, 2010) in the month of January and May. Rock cut architecture and art is relatively old in India with continous development of rock-cut religious art and architecture over a period of more than thousand years ; within which Kailas is the most outstanding piece of sculpture ever executed in India (Dhongde and Ranade,2010 ). Of the total number of monuments and typologies, Maharashtra has 80% caves and 50% forts (Patil, 2014). Of the 1200 rock cut caves found in Indian sub continent, 900 are seen in Maharashtra (Chandra, 1957). Rock cut architecture is the best representation of art and beauty; Imagination and talent.

Of the 4 World Heritage sites in Maharashtra,Ajanta Caves, Ellora caves are both near Aurangabad and Elephanta caves and Chattrapati Shivaji Terminus sites are located in 68

Mumbai. Of the 4 World Heritage Sites, 3 of them are examples of Rock Cut Architecture. 3 Sites –Ajanta, Ellora and Elephanta are situated in semi-urban context, while one of them, Chattrapati Shivaji Terminus has Urban Metropolitan context. Ajanta and Ellora are first ones to be designated as World Heritage site in India in the year 1983. (UNESCO, 2012). Ellora has yet to have the SMP / IMP/CCMP (Comprehensive Conservation Management Plan) implemented(Govt of India, 2013). It is still in the process of development, in the middle of Tourism Area Life Cycle (TALC); and in this situation understanding the perceptions of tourists and local communities will give true insight into the associations of the local people with the heritage and meanings and values of the heritage.

3.6 SETTING OF THE STUDY: ELLORA

Ellora is selected for reasons stated below.

1. Ellora is in close proximity of Aurangabad, which is declared recently as tourism capital of Maharashtra and the most important place on tourist map of India ( Pandit, 2013) which has political, social and cultural development which is pan Indian in ethos but local in detail ( Dhongde and Ranade, 2010). 2. Ellora brings to life again the civilization of ancient India with its uninterrupted sequence of monuments from 600 to 1000 ( Criterion IV of WHS Nomination,1983), with co-existence of 4 religions – Buddhism, Hinduism ,Jainism and Islam, displaying tangible and intangible heritage links and intercultural exchanges, very typical of India which is multi-cultural and multi-ethnic. Like most of the heritage buildings /sites in India, Ellora is best example of Architecture, sculpture and painting, where Kailasa displays Hindu rock-cut architecture at its zenith ( Dhongde and Ranade, 2010) 3. UNESCO Report of the Ellora in 2003 showed threats and risks - Development pressures which can threaten the authenticity; leakages inside the caves, general deterioration of rock surfaces, bats in the cave interior and tagging on rock surfaces. 4. Ellora which is amongst first to be nominated as a World Heritage site in 1983, has largest number of domestic and International visitors in Maharashtra, visiting Ellora caves. It has Verul/Ellora village and Khuldabad villages in close proximity to Ellora caves. The Ghrushneshwar temple, which is a living heritage frequented by pilgrims, pilgrim-tourists is in close proximity of the Caves. This is typical Indian scenario with living and non-living heritage close to each other.

5. With its role as a Sacred tirtha , the area of study includes the World Heritage Site – Ellora caves Precinct and Monument of National importance - Ghrushneshwar ; both with its 100m prohibited and 200 m restricted boundaries as defined by Archaeological Survey of India. 6. Ellora is a complex case for study with local communities staying in close proximity, domestic and international visitors, tourists as well as pilgrims visiting the heritage site, with living heritage close to it; a case of natural as well as cultural heritage . 7. It has been reported that the development has alienated local communities , disconnected the cultural site from the communities due to lack of consultative processes, and there is displacement of prevailing livelihood opportunities, since the plan is project –driven with more importance given to tourism than benefits and understanding of needs of local communities( Rai, 2009). 8. The Ellora Conservation Project has received biggest funds in the form of Japan’s ODA Loan, first of its kind funding done with an objective of the project to promote the tourism industry through conservation, improvement of the surrounding natural environment, and infrastructure development in and around Ellora rock-cut cave temples, and thereby contribute to vitalization of the local economy. Moreover, the special characteristic of this project is that it seeks to balance conservation of the World Heritage Site with usage of it for tourism promotion and local economic vitalization ( Hidaka & Ishijima, 2007).

3.7 THE STUDY AREA OF ELLORA CAVES

Fig No 3.3 Study and Survey area (from right to left ) - Ellora caves, Ghrushneshwar temple ,both with their prohibited (100m) and regulated boundaries (200m) and Ellora / verul village Source : Map developed from Google image.

The study and survey area is delineated based on the boundaries set byArchaeological Survey of India. Though there are total 100 caves , only 34 caves belonging to 3 religions are part of the World Heritage site with a 100 m prohibited zone and 200 m restricted zone around it. The study area is delineated on 2 criteria – one is through the literature review which emphasized the importance of these sites as sacred landscape and ;second is the visit to Ellora caves to get familiarized with the place , understand the activities in and around these World Heritage Sites, delineate the area of influence.

Ellora caves precinct is World Heritage Site with boundary walls on 3 sides and with no boundary walls on the hills side. It has visitor facilities like the ticketing counter, toilet blocks, restaurant, parking lot, ASI office . Around the World Heritage site is 100 m prohibited limit which consists of State forest land, hotels and informal eateries near the entrance of the site. This Prohibited area is surrounded by 200m regulated zone which has an Ashram, hotels, informal sector,residential areas. Ellora Visitor centre lies just outside the Buffer zone.

Ellora is popular as a site for Ghrushneshwar Tirtha, one of the twelve pan-Indian jyotirlingas of Saivism.(Malandra,1996).With its role as a Sacred tirtha the area of influence includes the World Heritage Site – Ellora caves Precinct and National Importance Monument - Ghrushneshwar , both, frequented by tourists and pilgrims .

The World heritage site with its boundaries of prohibited and regulated zones set by ASI along with the Ghrushneshwar temple and Ahilyabai Kund, form the area of survey and research

3.8 RESEARCH DESIGN

Through the literature review it is found that qualitative as well as quantitative methods are used to understand perceptions related to social, environmental, economic factors, tourism development ( Green, 2005). To triangulate, multi-method qualitative approach is used which includes archival research, individual interviews, focus group discussions and observations ( Ormsby and Kaplin,2005). Qualitative variables like perceptions , place attachment, place dependency, place identity ; features that adversely affect perceptions, require quantitative techniques (Gu and Ryan,2008; Groat and Wang, 2002) for ratification and cross-validation.

For Qualitative Research, there is emphasis on natural settings ( Groat and Wang, 2002). Various tactics of Qualitative research are namely Interviews, focus group discussions, surveys and observations ,artifacts and buildings and archival documents ( Groat and Wang, 2002). Credibility of the research is increased by using triangulation method ( Groat and Wang, 2002) by using various data collection techniques. 3 tactics are utilized in the research – Individual interviews, Focus Group discussions and Observations.

Furthermore, through review of previous studies, this research identifies  tourist’s demographic characteristics &trip characteristics ;  local communities’ demographic characteristics ,their place dependency , place associations and place identity ; and perceptions  local communities’ and visitors’ like and dislikes about the site , the destination attributes- its development and development preferences for future development ;

The commonalities and differences in their perceptions are further understood using statistical tools.

The study employed multiple tactics of data collection for holistic understanding of the views of various stake holders in the study. 1. Archival research and case specific literature review for understanding the history, evolution, and development over time in Ellora. 2. Interviews with Key Informants and Experts. Key informants were officers/ employees at the Archaeological Survey of India, Maharashtra Tourism Development Corporation, Forest department and Heritage Management Plan Experts. Experts included historians, sociologists, ecologists, archaeologists, activists and tourism management experts. 3. Focused Group Discussions (FGD) with residents and people working in and around the heritage site. 4. Direct observations to understand the activities and behavioral impacts at heritage site.Reconnaissance visit to the site was conducted to get familiarized with the setting.

All the above (1to4) helped in developing the tool of the study i.e. the Interview schedule and also gaining in depth understanding of the case study. Face to face interviews (using Structured Interview schedule)of Visitors and local communities were conducted. Photo survey method is used in which the tool developed comprised of various visual settings to find out their preferences and choices. According to 72

Silvarman (2012), these places which are living visual data are not just functional structures ,but also display important cultural values.

5. The Interview Schedule is designed separately for Local communities and visitors, with some questions common in both. Likert scale is used to understand perceptions related to the state of heritage buildings and tourism infrastructure, impact of developmental activities at the World Heritage Site, developmental preferences related to conservation and development at World Heritage sites. Additionally visitors’ schedule contained a close ended question to understand feeling [options of nine feelings given] evoked at the site and reasons for the same. Preparation of Interview schedule is described in 3.10 and final schedule in 3.12.

QUALITATIVE ANALYSIS

3.8.1 Interview with Key informants and Experts

The semi-structured interviews were conducted with the experts with following purpose –

Table No. 3.1 List of Key informants & Experts and Purpose of the interview

Sr Key Informants Purpose No And Experts

1 ASI To understand the work of conservation , maintenance issues, employment of local communities, future Conservation and Development Plans and problems and issues related to it

2 Aurangabad Forest Dept To understand current state of the forest, problems, issues and challenges , area of conflicts, development plans

3 MTDC To understand pattern of visitors visiting Ellora, Tourism Management and future development plans

4 Historian To understand role as Expert, the contribution and participation in Conservation and Management of the Heritage and gain in-depth understanding of Ellora region.

5 Tourism Management To understand role as Expert, contribution and participation in Conservation and Management of the Expert Heritage

6 Heritage management Their vision and action Plan , Problems and Issues in Conservation and Development, involvement of Consultants for Ellora various stakeholders

3.8.2 Findings from Interviews with Key informants

Findings of the interview are summarized as below.

Cultural Heritage of Ellora

The Heritage site of Ellora displays close relation of Shiva with water elements –Kund, River. It also displays close relationship of man with nature and ;

It is understood that the visitors coming to Ellora , spend only a day or half in Ellora , visit only select caves and proceed to Ajanta or other destinations. Kailas temple is visited by local people and many other visitors visit it to offer prayers. Ghrushneshwar is popular pilgrimage place pan India and visited by many pilgrims. Ellora caves complex, has Dakshinapatha which passes through Ellora , still in use today connecting Ellora village to Khuldabad village. Khuldabad is populated with economically weaker section and is poorly developed due to politics and lack of jobs. The surrounding areas have fertile land with good agricultural produce and orchards with custard apple and guava plantations . Popular local craft of the place include Himroo , Paithani and Bidri work and local food includes Khaja and Shevai. Architecturally Ellora and Khuladabad is very rich with local temples and dargahs and old wadas and Baghs. Future proposal of Buddhist circuit connecting Buddhist architecture across India is expected to change the situation and increase the economy of the place.

Natural setting of Ellora caves - State Forest

There is huge anthropogenic pressure on the natural heritage due to broken compound wall. The local communities are even today closely associated with the forest for grazing, fuel and fodder, showing their dependency on it. The activities like grazing and fires have arrested the succession stage of the forest and destroyed the habitats especially of the deer showing further degradation due to monoculture done by the Forest department . In the regional setting, the source of water is as much important as the river and the watershed. Though JICA funding is available , forest is not given priority.

Conservation ,Development and Management of Ellora

In case of the cultural heritage, Ellora caves has undergone repairs and re-creation with pillars at various points of time, the work being done by the ASI. Retaining the authenticity is challenging according to the Archaeologist , ASI, Aurangabad circle. Despite daily maintenance by ASI, there are problems of maintenance, encroachments and garbage. Heritage Management Plan is not implemented ,despite the World Heritage site status of 1983. Environment Impact Assessment is not done of Ellora as yet .

There are some management issues in handling tourism at Ellora caves ,especially the childrenvisitors such as school groups, the misconduct of them, adding to the deterioration of the caves. Major stakeholders like the ASI guides, NGOs , Travel agents, other guides, and hoteliers are not involved in the conservation and development of Ellora caves. There are extreme opinions about the economy and employment for local people. On one side it is said that Ellora caves development has helped boost the local economy of the place and most of the local people have got tourism related jobs, while on the other side the development has alienated the communities, displaced their prevailing livelihood opportunities, diverted larger benefits to ASI, MTDC and hoteliers who are mainly from Aurangabad. The development is noted to be tourism oriented , with least benefits to the local community. There is no investment in human resource development and capacity building of the local communities. There has been no involvement of local communities and conflicting opinions about the benefits to local communities, re-establishes the need for research on perceptions of Local communities and visitors at this complex case of Ellora. From interview with Key informants and experts ,it was found that Ajanta has been extensively studied while methodical study on Ellora needs to be undertaken.

3.8.3 Focused Group Discussions

Focused group discussion is an informal group discussion, mostly semi-structured ,focused on a particular topic to understand shared or common type of experiences , views and knowledge (Deming, 2011). Focused group Discussion is employed to understand community’s perceptions of economic and environmental impacts of tourism (Aref, Redzuan, Gill,2009)

Focused Group Discussions were conducted with two groups. One group was of 12 local people , dependent on Ellora caves doing petty jobs inside and outside the Ellora caves site. Second group was a group of 8 ,responsible for the security of the Ellora caves site.

3.8.4 Findings from Focused group Discussions

Following are important findings of the discussions.

Social and cultural aspects

1. Literacy level low in Ellora and Khuldabad with people having petty jobs and large families

2. Strong community kinship and community bonding amongst local communities of multiple religions, with celebration of festivals by all. 3. Ellora caves are on the way for people from Khuldabad to Ellora village 4. The groups are aware of developmental activities in and around Ellora 5. Ellora caves precinct has broken compound wall , making it open and vulnerable to anti- social activities 6. People of Ellora region were proud of World heritage and Local heritage- Ghrushneshwar, Baghs, tombs, temples, dargahs etc

Environmental & Infrastructural aspects

1. Shortage of water and electricity and water supply, with availability only on every alternate day. 2. Some local people of Khuldabad depend on water from water cisterns of the Ellora caves. 3. Lack of street lighting on the road from Ellora / Khuldabad to Ellora caves ,making it unsafe at night 4. There are 3 schools but no college . Children have to leave Ellora for further education. 5. Lack of basic amenities and facilities like drinking water, electricity, street lights ,colleges, hospitals etc 6. Caves deteriorated over time due to natural factors and poor maintenance 7. Grazing activities on top of hills of Ellora caves 8. Deer from forest enter lawn areas in front of Kailas caves in the morning time

Economic aspects

1. According to Local communities, staying in Ellora is cheaper than staying in Aurangabad 2. Agricultural produce is good and cheap, howeverpeople have left farming and shifted to tourism 3. Most of the farmers have lost their farmlands in tourism development for World Heritage site of Ellora caves 4. Some houses are converted into lodges offering home-stay facility to tourists at cheaper cost 5. More monetary benefits to MTDC and ASI and also to people from Aurangabad, than to those of Ellora or Khuldabad

Management Aspects

1. Security personnel less in number compared to the area to be controlled and patrolled.

2. No other security measures apart from cctv cameras at Kailas temple. 3. Access to lesser known caves is risky leading to accidents

3.8.5 Preparation of Interview Schedule

The Interview Schedulewas designed based on the literature, findings from the interviews with Key informants and experts and findings from Focused group discussions. With these inputs , pilot survey isconducted.Interview schedule of visitors contained questions pertaining to -

 Trip characteristics,  Previous knowledge of the place  Knowledge gained after the visit,  State of Heritage buildings and tourism infrastructure,  Striking features of Ellora,  Reasons of Nomination of Ellora as a World Heritage site ,  Reasons for popularity of Ellora,  Safety at Ellora caves,  Dislikes about Ellora conservation and development,  Experience and feelings at the Ellora caves site,  Experience about the local people and local culture,  Other places of visit ,  Preferences for Developmental activities ,  Expectations and  Visitors’ characteristics

Interview schedule of Local communities contain questions pertaining to

 Place and length of stay,  Reasons of place attachment,  Time spent near Ellora caves,  Historical, social, cultural and religious understanding of Ellora caves and Ellora ,  State of Heritage buildings and tourism infrastructure,  Striking features of Ellora,  Reasons of nomination of Ellora as a World Heritage site ,  Impacts of World Heritage site nomination ,

 Participation of Local communities in the nomination process and management of heritage , economic dependency on tourism,  Suggestions for improving tourism ,  Safety at Ellora caves,  Dislikes about conservation and development,  Experience of visitors ,  Changes in village and people,  Views regarding authorities – ASI, MTDC, Forest Department, Gram Panchayat,  Festivals celebrated,  Impacts of development,  Preferences for Developmental activities and  Demographic Characteristics.

3.8.6 Pilot Survey

The pilot survey used random sampling for both visitors and local communities withsample size of 20 each. The area of Survey included Ellora caves, Ghrushneshwar temple ,and Verul village. Separate Interview schedule prepared for both local communities and visitors in two languages – English and Marathi. Photographs and cognitive tool mapping tools were used.

Following are the findings related to theInterview Schedule based on the Pilot study -

• The Interview Schedule of visitors was not lengthy and was communicative to visitors . Not much explanation was needed in understanding the questions

• Local communities needed explanation and it consumed more time

• Photo survey methodwas found to be interesting to visitors and local communities and gave interesting results.

• The questionnaire was very qualitative with open-ended questions.

• Since the visitors were not acquainted to the place , Cognitive mapping tool was not so effective.

• During the pilot study it was found that along with English, Hindi was also a preferred language to many.

It is observed that visitors are high in numbers during the national holidays, during summer and winter vacations and during sacred days of certain months. International visitors 78

were seen from October – April month. It was also found that visitors who visited Ghrushneshwar ,visited Ellora caves and vice-versa, showing visitors movement to both heritage sites.

The Interview schedule was revised and certain questions were made more quantitative with five point Likert scaleandclose endedquestions.Thefinal questionnaire schedule was referred to 5 experts from fields of Sociology, Landscape Architecture, Conservation, Archaeology and Statistics. The Suggestions given by the experts were incorporated in final survey.

3.8.7 Final Interview Schedule

The Interview Schedule is different for Local communities and visitors, with some questions common in both questionnaires. The Interview schedule of visitors was divided into 6major parts –

1. Trip characteristics

2. Heritage components and Striking features

3. Understanding ,Presentation and Experience of the site

4. Views on State of Heritage buildings and Infrastructure Development

5 Developmental Preferences

6Demographic Characteristics

The interview schedule of local communities included question related to social, economic, environmental impacts of tourism and declaration of Ellora as a World Heritage Site. Apart from this, it also included -

1. Background – proximity to heritage site, length of stay, migration , association with the Ellora caves,

2. Heritage components and Striking features

3. Views on impact of tourism development at the Ellora caves

4. Views on State of heritage buildings and tourism Infrastructure,

5. Views on Conservation and Developmental Preferences

6. Demographic Characteristics

3.8.8 Sampling

Sampling is random sampling in case of visitors ,who have seen Ellora caves and on their way out of the Ellora caves. Sample size for visitors is based on average visitors visiting the site of Ellora caves which is 3200 per day , based on average number of tickets sold everyday and also according to Ministry of Tourism Report of 2011-12. 10% of the population is taken as sample size, which is 320. Total surveys conducted are 330. Since 11 of them were incomplete , only 319 were considered for statistical analysis. Visitors above the age of 18 were only selected for interviewing.

Sampling is random sampling in case of local communities - In case of local communities , random sampling is used to select people from different parts of the survey area for representativeness which includes -

1. local communities working inside the heritage site of Ellora caves,

2. Vendors / hawkers and those working in hotels outside the Ellora caves,

3. Local communities working for Ghrushneshwar temple ,

4. Those owning shops / working in and around the temple,

5. Household Survey ;

6. Located in the survey area which is based on boundaries defined by ASI for protection and conservation of Ellora caves and Ghrushneshwar temple are considered.

Sample size for local communities is based on the total population staying within the ASI boundaries for Ellora caves and Ghrushneshwar, which is 800( Grampanchayat records). 10% of the population is taken as sample size which is 80. To also include people working there in Ellora caves, total surveys conducted are 143. Since 2 of them were incomplete, only 141 were considered for statistical analysis.

3.9 TRAINING OF SURVEY ASSISTANTS

The survey was assisted by students of Second year of Masters of Landscape Architecture who were conversant with English, Hindi, and Marathi.Prior actual conduct of the survey , the Students were briefed about the purpose of the study. The assistants were trained and given instructions about the protocols to be followed and the conduct of the interview. The assistants were handed over the interview schedule for study. Initial 5 interviews were conducted together , which guided the survey assistants in the conduct of the interview and its ethics. Questions which may need more elaboration to visitors and local 80

communities, were communicated to them. Other queries of survey assistants were resolved before they conducted the interviews.

3.10 CONDUCT OF THE SURVEY

Questionnaire Survey is conducted during the month of October- November 2014, good time with international and national visitors frequenting the heritage site. The survey is conducted over a period of a week including weekend days of Saturday and Sunday. Respondents are approached and informed about the purpose of the survey before they fill the interview schedule. Informed consent and willingness for the conduct of the face to face interview is taken through a letter which is part of the interview schedule. The respondents are informed about the time that will be required to fill the form and only those who are willing to give 15-20 minutes time are handed over the Interview schedule to be filled up. In some cases, where the visitors are not willingtofill up the interview scheduleby themselves, the survey assistants,helped and filled the schedulein front of the interviewee simultaneously while asking questions in the words of the respondents as seen in Appendix no. I ( Interview Schedule of Visitors).Scales are also mentioned in the coding sheet ( Appendix II)

3.11 Data Cleaning and Data Coding

Interview schedules which are incomplete are rejected . The questions with answer options are already numbered to make coding easy. The data is coded (coding sheet refer Appendix II) and analyzed using IBM SPSS 22 statistical Software.

3.12 Statistical tests

The data is analyzed using IBM SPSS 22 statistical Software. Since more than one response is given, Multiple response analysis is used for questions like reason of visit, caves seen, reasons for not seeing the caves, striking features, activities , feelings ;and associations of local communities with the place , changes in life of local people and other livelihood opportunities. Factor analysis is performed for the state of tourism infrastructure and impact of tourism and development. Friedman chi-square test is used for heritage components and development preferences. For comparing perceptions of local communities and visitors Mann-Whitney U test is used and Pearson Chi square test is used for comparing the preferences of the visitors and local communities of the visual settings in the photo-based surveys.

3.13 Scales

Nominal and Ordinal scales are used for most of the questions. For question pertaining to heritage components ranking is preferred to understand the priorities of local communities and visitors along with the reason for prioritizing the same. Through the literature review ,it is observed that 5 point likert scale is used with scale varying from strongly agree to strongly disagree (Murphy, Pritchard and smith,1999,Williams and Lawson,2001, Gu & Ryan,2008, Aref, Redzuan and Ecol,2010, Kruja & Hasaj,2010, Concu &Atzeni,2012). Likert scale is a measurement instrument used in quantitative research, with number of statements or indicators and a scale. In such scale no judges are used to rank the scale statements; it is assumed that all subject will perceive ‘strongly agree’ expressing greater favour towards the attitude statement than ‘moderately agree’ and ‘strongly disagree’ with the attitude represented (Likert, 1967, Lankford, 1994). Likert scale is used to understand perceptions related to state of heritage buildings and tourism infrastructure, impact of developmental activities at the World Heritage Site , developmental preferences related to conservation and development at World Heritage sites.

State of Infrastructure development is measured on 5 point scale where 1 is bad, 5 is excellent. State of infrastructure contains 13 items related to tourism infrastructure - highway , pathway connecting caves, signage , information centre, adequacy of public conveniences, restaurant facility and service, parking facility, lighting arrangements, cleanliness, maintenance, landscape development, overall quality of the World Heritage Site and safety .

Perceptions related to developmental activities is measured on 5 point scale where 1 is not at all preferred and 5 is most preferred and 3 is average. Developmental activities contain 19 items - 2 related to conservation , 2 related to socio-cultural and economic and 4 related to economic activities, 6 related to physical development, 5 related to ecology and environmentas seen in Appendix no. I ( Interview Schedule of Visitors).

This chapter has discussed in detail the case of World Heritage site of Ellora , the setting of study of Ellora ,tactics of data collection . It has presented qualitative analysis based on interviews with key informants and experts and focused group discussion, which has helped understand the case further in depth and design an interview schedule ,which is used as a tool for surveys to understand perceptions of visitors and local communities of Ellora. The data collected is analyzed using statistical software and findings presented in the next chapter