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Unit 10 Island and Beach Tourism Product

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Unit 10 Island and Beach Tourism Product UNIT 10 ISLAND AND BEACH TOURISM PRODUCT Structure 10.0 Objectives 10.1 Introduction 10.2 Emergence of Beach and Island Tourism 10.3 Features of Beach and Island Tourism 10.3.1 A Nature based Tourism 10.3.2 Peripheral Attractions 10.4 Beach and Island As Tourist product 10.4.1 Concept of a tourist product 10.4.2 Design of tourist product 10.4.3 Infra-structural Facilities 10.4.4 Marketing 10.4.5 Environmental constraints 10.5 Kovalam: A Case of Beach Product 10.5.1 Characteristics 10.5.2 Attractions 10.6 Lakshdweep: An Ideal Island Product 10.6.1 Fragile Ecology; Core Attraction 10.6.2 Secondary Attractions 10.6.3 Marketing 10.7 Let Us Sum Up 10.8 Answers 10.0 OBJECTIVES After reading this unit you will be able to: • learn about the concept of Beach and Island as tourism product, • attributes of an ideal Beach and Island as tourist products, and • highlight the importance and salient features of marketing of Beach and Island as tourist product. 10.1 INTRODUCTION New trends of lifestyles and a new realisation of the importance of nature and nature based products have greatly contributed to the growth of nature based tourism. Now the natural feature(s) of any locality can be packaged and sold as a product to domestic and overseas tourists. The unit attempts to trace the emergence and growth of beach and Island tourism. It is followed by an explanation of concept of beach and Island as tourism products. The concept of beach and Island as tourism product has been explained with the examples of Jagannath Puri and Kovalam for beach tourism and Lakshdweep as ideal resources for Island tourism product in India. 10.2 EMERGENCE OF BEACH AND ISLAND TOURISM Oceans and Seas have attracted humankind since ancient past. It has been of special interest for land- locked mainland people, for them beach and Island seems to be the gift of nature. They get amused by the 113 sight of immeasurable water body and want to enjoy and play with this nature’s gift which can not be created artificially. In India Oceans have been revered as god and sight of sea has been considered auspicious. If we look back at events of Ramayana, Lord Ram worshipped Indian Ocean while seeking passage to reach Lanka. Several important places of pilgrimages are located on the banks of Ocean. Of the four most important places of pilgrimages- Dham, three are located on the banks of Oceans, i.e., Dwarka Puri, Jagannath Puri, Rameshwaram. However, the growth of beach and Island as tourism product began in the 18th century. The medicinal property of mineral water available at particular places seems to have encouraged development of beach and Island as tourist product. To further increase the popularity of these tourist spots several other facilities were introduced. Attempts were made to develop these places for non-medicinal visitors also. With the revolution in the means of communications and transportation by the second half of nineteenth century the popularity and accessibility of these places increased remarkably. The improved means of communication and especially transportation the accessibility of these places became possible for round the year. The significance of improved means of transportation on growth of tourism can be gauged by the following example: Accepting the delivery of the first 747 in 1959, the wide-bodied jet which Pan Am had been instrumental in commissioning from the Boeing company. Juan Tripp, Pan Am’s founder and chairman, spoke of the potential impact of international tourism as being more powerful than the atom bomb. Since then, the equivalent of a quarter of the world’s population has travelled abroad and the consequences can be seen in the development of airports, hotels and resorts in most countries of the world. At the same time the changes in the living patterns after the industrial revolution and especially after Second World War can not be overlooked. Increased purchasing power, confinement to urban centres and resultant alienation from nature, greater leisure time, better possibilities of travel and greater number of tourist product have influenced the choice of tourist product. Now tourist wants to explore the exotica of nature, hence greater emphasis be placed on the development of the beach and Island tourism. 10.3 FEATURES OF BEACH AND ISLAND TOURISM Beach and Island Tourism can be easily classified as nature based tourism providing ample avenues to experience not only the scenic beauty but also the adventures related with the water sports. 10.3.1 A Nature Based Tourism The scenic beauty of Island and Beach is difficult to comprehend and the unhindered view of immense water body provides ample opportunity to enjoy the bounty of nature. Like any other natural feature, the beach and island need careful utilisation of its resources. The fragile ecological balance of beach and island impose severe limitations on not only the quality but also on the number of the tourist a beach or island can and shall accommodate. Any attempt of exploitation of the potential of beach and island as tourism product must address the question of sustainability. Beach makes use of aesthetic and natural features providing benefits of both, land and water resources. With the development of numerous water sports the attraction of beach and island have increased significantly. An added advantage of beach tourism has been that it is affordable both for luxury as well as budget tourists. Simple bathing and swimming facility make it enjoyable even for the low budget tourist, whereas expensive water sports can be utilised by luxury tourists. 10.3.2 Peripheral attractions Beach and island can be developed and sold as a good tourist product only with the development of peripheral attraction. Here peripheral attractions refer to various other activities which can retain the interest of the tourist for longer periods and which can provide necessary break from the monotony of either beach or island. It is important because to sustain the interest of the tourist we need variety. It is 114 more so important as the needs of different members of the same group vary to a greater degree. For example, it is better to have a good market nearby so as to provide the tourist an opportunity to indulge in actual as well as window-shopping. The market can also provide good eating joints. At the same time the feeling of seclusion of beach and island from commercial place should be retained. Further if possible, it is advisable to substantiate any beach or island tourism products with inputs either from cultural heritage, wildlife, museums, artificial gallery, etc. The idea should be to provide a wholesome experience for the tourists. For example Kovalam provides ideal setting: a nearby township of Thiruananthapuram with several historical monuments, museums and historic places of worship. Another very important aspect of ancillary attraction is availability of necessary infra-structural facilities. The better accessibility through road, if possible by railways and air. Better connectivity encourages tourist to visit frequently whereas poor connectivity discourages the tourists to visit any place for the first time or even repeatedly. At the same time better facilities of economic transaction, i.e., banks, etc. will encourage tourist to stay more. The ancillary activities perform an important function of giving better satisfaction for the money spent and leads to greater expenditure by the tourists. 10.4 BEACH AND ISLANDS AS TOURIST PRODUCT A tourist expects certain facilities at the destination for his/her journey to be comfortable and pleasurable. The important ingredients of a tourist product must take of travel, boarding facilities, food-arrangements, entertainment and attractions. Most of the facilities offered in tourism belong to the service sector, hence require careful handling as these can not be stored for lean period and can not be instantly supplied during peak season. 10.4.1 Concept of Tourist Product As a concept tourist product is the wholesome facilities offered to the tourist. We can say that a tourist expects following facilities at any destination offered as tourist product: • to be able to visit places of interest, • to be able to make use of time available with him/her and there should be minimal waste of time and have enough time to enjoy place of interest, • should have proper connectivity with variety of transport so as to avoid hustle of waiting for the transport, • should have variety of food to enjoy the local cuisine as well as continental, • should get an exposure to the local culture and life style, and • should have enough space to enjoy the nature and surroundings. Above mentioned expectations can be covered by managing the following facilities: • Infra-structural facilities, • Ancillary facilities, and • Marketing. At the same time the environmental constraints should be taken care of so as to minimise the adverse impacts. The carrying capacity of the area under consideration as a tourist product should be analysed carefully to determine the nature of tourist product can be designed and offered to the tourists. 10.4.2 Design of Tourist Product 115 As you know by now that there are several limitations imposed on tourism as apart of the service sector. However, just to remind you the following attributes of services so as to situate them better in your vision for developing beach and island as tourist product. • Intangibility, • Inseparability, • Heterogeneity, • Perishability, and • Ownership. The most important feature of the services has been the intangibility of the product in tourism. This feature introduces a sense of individuality i.e., every tourist has his own preferences of experiences, thereby, it is difficult to attach universal value to the product in tourism sector.
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