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Home , Ayikkara, Dharmadam Island, Ezhimala (hill, Kannur), Iritty, Kannavam, Kannur

Integrated Development through Tourism Circuit: Case Study of , , 1 1 Vimal Venugopal , * Sweety Jamgade 1Faculty of Hospitality Management and Catering Technology, Ramaiah University of Applied Sciences, 560054 *Contact author E-mail: [email protected]

Abstract

Tourism is an unavoidable and important industry for all the countries, which gives contributes to a country’s economy and business. Tourism Circuit is one of the innovative strategic key to integrated development and enhances the growth of tourism business. The aim of this research was to study and develop the capable theme based Tourism Circuits with a case study of Kannur, Kerala-India. Kannur is a place where the richness of all varieties of tourism is comprised. Due to the lack of tourism promotions, Kannur fall short to gain the tourists attention. Kannur has its capability and potential to form different circuits which can comprise of its coastal areas, hill stations, culture, pilgrimage and its heritage sites. Developing theme based Tourism Circuits in Kannur will uphold the tourism development of the place. The research methodology of the study was through a descriptive approach on various destinations in Kannur through quality interactions with tourists, officials and local people. To study various Tourism Circuits, the researcher has applied correlation and comparative study through observation and various literatures on tourism circuits. Using formative analysis through qualitative and quantitative survey, the study had identified untapped tourism potential of various destinations. It was observed that majority of the populations are unaware of Tourism Circuit, but people agree to that Tourism Circuit has potential to develop the tourism phenomenon in Kannur. Kannur requires maintenance of the infrastructural facilities especially for cultural tourism and the opportunity of developing a Cultural Circuit. Gathering the attractive parameters of Kannur the researcher had formulated 6 different Tourism Circuits such as Wave Circuit, Hike Circuit, Divine Circuit, Hindu Circuit, Heritage Circuit, and Assorted Circuit which was in demand as per to the suggestions of the stakeholders. It was found that Tourism Circuits does have an impact on the integrated development of any place.

Keywords: Tourism Circuit, Wave Circuit, Divine Circuit, Assorted Circuit, Hike Circuit

1. INTRODUCTION

Tourism is recognized as an effective tool for economic tourism map, it can bring a huge development in the social development of nations by generating employment, earning and economic status of that place. highest revenue through foreign exchange, and acting as a means for upward through interaction with 1.2 Tourism Circuit Globally cultures from elsewhere in the world. Tourism at its business prospect is a dynamic and competitive industry which Tourism circuit is one of the innovative strategic key to requires adapting culture toward the customer changing develop the growth of tourism business. The concept is needs and desires. Customer satisfaction, safety and known all around the famous tourism based countries. enjoyment are the main particulars which should be focused Tanzania, a country located at the is well known in tourism business. for its wildlife and adventure. Tourism board of Tanzania has their well-developed circuits which are named as 1.1 Tourism Circuit Northern, Southern, Eastern, and Western circuits. The Safari Circuit of Kenya will take tourists to great safari Tourism circuit is defined as a route which consists of three destinations in Africa, the circuit starts and ends in Nairobi, or more destinations which should not be within a same Kenya. The circuit covers all the scenic wildlife attractions village or town and should also not be too far away places and beaches of Kenya. The famous Safari circuits are not [1]. Tourism circuit will be having a well-defined entry and only in Kenya, it is also developed in the other East African an exit point. A particular circuit route may take one or more Countries like Uganda, Tanzania and Rwanda [2]. The days to finish; there are tourism circuits which can be - is one among the hottest circuit for finished in one day and circuits which take even more days the foreign tourists. The circuit includes the 3 major to cover it. The circuits will be based on themes or on destinations of China that is Beijing, Xian and Shanghai. effective transport connectivity. Tourism circuit is mainly Golden Triangle is now a well-travelled route, hosting many based on a theme or any particular difference which of China’s great cultural attractions and providing a good differentiates a destination from other. ‘The development of spectrum of the country’s different landscape. The North integrated tourism circuit’ is the key to bring a region on Island Circuit of New Zealand takes travelers through the global tourism map. There is a need to club collectively and best of North Island in 10 days round trip which starts and exhibit to the world, a complete package which consists of ends at Auckland. From day 1 the trip starts from Auckland unique strengths and attractions of various destinations. and then it covers the places such as Whitianga, Tauranga, Even around a well-known tourist location, there comprise a Rotorua, Gisborne, Napier, Wellington, Wanganui, New range of attractive and unknown destinations in the rural Plymouth, and Hamilton in 10 days of round trip. This circuit locality. If these places are developed and brought into the covers a distance of 2063 km in 10 days.

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1.3 Tourism Circuit in India and integrity. The development of new creative tourism products and experiences also requires effective branding Tourism circuits are the common talks happening now and brand support through content generation and among most of the tourists in India. Indian tourism has some storytelling. famous thematic circuits which take us through different culture, history, tradition and scenic attractions. ‘Swadhesh 1.5 Aim Darshan’ scheme was launched by the Ministry of for the development of theme based tourist circuits The aim of the study was to find the integrated development to cater to both mass and niche tourism. The Indian of destinations through potential Tourism Circuit in Kannur, Government came up with different thematic Tourism Kerala through attainment of the following objectives: Circuits such as Buddhist Circuit, Lord Circuit, Circuit, Spiritual and Pilgrim Circuits, Heritage • Empirical study of tourist destinations in Kannur Circuit, Wildlife Circuit, Himalayan Circuit, Coastal Circuit, Desert Circuit, Tribal Circuit, Eco Circuit, Rural Circuit etc. • To study the integrated development of tourists Under this scheme, it aims to develop world class destinations through the community participants infrastructure to promote cultural and heritage value of the country and enhance tourist attractiveness, 27 projects for • To analyze and correlate the various types of potential Rs. 2261.50 crores have been sanctioned for 21 states and Tourism Circuits Union Territories since its launched in 2015. One of the main theme based circuits in this scheme is Buddhist Circuit. • To identify tourism potential of various destinations Buddhist Circuit is India’s one of the important pilgrim and create tourism circuits in demand circuit based on Lord Buddha’s life. The circuit covers seven destinations where Lord Buddha had his presence. Sarnath 2. LITERATURE REVIEW is to be considered for the development of Buddhist Circuits as per to recent news [3]. The religious tourism product has 2.1 Tourism Circuit in Kerala been famous all over the world; Lord and Krishna are one among the famous part in the pilgrim tourism in Indian. Kerala is a well-known tourist spot in the world which is The Lord Krishna Circuit is developed with an aim to known for its culture, tradition, and heritage. Kerala is one connect all the major temples of Lord Krishna in India. Like among the 10 paradises in the world since it is known as Buddhist and Krishna Circuits, India also has Ramayana ‘Gods Own Country’ [5]. Various projects on tourism Circuit which is aimed to connect all the places which are circuits has been approved by Kerala tourism board. But associated with Lord around the country. These among 14 , recently had come up with its circuits will directly improve the growth of tourist facilities very own developed Tourism Circuit which comprises of 6 of temples in India. Apart from these Spiritual and Pilgrim circuits such as Blue Circuit (Water tourism), Brown Circuit Circuits, the other theme based circuits are also under ( Tourism), Yellow Circuit (Cultural Tourism), Orange development. Kerala explored the possibility of creating a Circuit ( Heritage Tourism), Green Circuit (Back tourism partnership with and Maldives for a Water Tourism), Red Circuit (Assorted Circuit Tourism). special regional tourism circuit. The discussion was held Today, with the growing rate of 13.31% tourists, Kerala got between G Kamala Vardhana Rao, Secretary – Tourism its tag of India’s most visited tourist destination [6]. , with Navin Dissanayak, Minister of 2.2 Kannur Tourism Tourism and Sports, Sri Lanka, at ITB Berlin 2015 [4].

Kannur is one among the 14 districts in Kerala, which is 1.4 Tourism Challenges and Integrated situated at the north side of Kerala. The name Kannur is Development Strategies derived from Kannan (Lord Krishna) and Ur (Place), mean to be the place of Lord Krishna. Kannur is also known as Many tourism destinations around the world have pursued ‘The Land of Looms and Lores’, since it is famous for its development without proper planning and without handlooms and one among the strong exporters of considering the many impacts of such development brings to handlooms in India. Kannur is rich in its variety of folk the community. Unrestrained tourism developments have performs and festivals. Kannur has its capability to form and diminished the image of many destinations, to the extent that serve different circuits which can comprise its coastal areas, they attract only low-spending mass tourism. As a result, hill stations, culture, pilgrimage and its heritage sites [7]. serious socio-economic and environmental problems have emerged. The proliferation of anti- social activities like drug 2.3 Beach Tourism in Kannur abuse, local people exploitation, culture shock is a grave Famous beaches in and around Kannur are: concern. Rapid constructions at places can cause serious damage to the eco system. Thus involvement of local people  Drive In Beach, and other stakeholders in any of the development plan can Muzhappilangad lead to integrated development of the place.  Payyambalam beach, Payyambalam  and beach, In promoting circuit tourism it has to be ensured that all the  Kizhunna and Ezhara beaches, Kizhunna destinations spread across the region are equally successful  Meenkunnu beach, Azhikode in the three key services characteristics: quality, consistency,

6 Vol 06, Issue 01  beach, Thottada Kannur fall short to gain the tourists attention. Kannur has  Choottad beach, Puthiyangadi its capability and potential to form different circuits which can comprise of its coastal areas, hill stations, culture, 2.4 Heritage Tourism in Kannur pilgrimage and its heritage sites. Developing theme based Tourism Circuits in Kannur will boost the tourism in Famous heritage sites in Kannur are: Kannur. Hence the researcher decided to design various  St. Angelo's Fort, Burnacherry Tourism Circuits for Kannur which can have integrated  Arakkal Kottaram, development of tourism in Kannur.

 Thalassery Fort, Thalassery 3.1 Methodology  Gundert Bungalow, Thalassery

, The research was conducted through quantitative and  , Pazhayangadi qualitative mixed methodology on various destinations at Kannur. The researcher targeted 3 different populations of 150 sample size randomly which comprises of Tourists, 2.5 Adventure Tourism in Kannur Stakeholders and Local people. The description of the selected sample is: Famous adventure destinations in and around Kannur are: Tourists: 106-Domestic and International  , Stakeholders: 21-The officials at tourism board Kannur and the officials at various travel agencies in Kannur  , Thaliparamba Local people: 23- selected local people who have a direct  Thattu, Thaliparamba interaction with the tourists like people who work in hotels,  Elapeedika, Kolakkad drivers, taxi drivers, house keepers and auto drivers.  Madayi Para, Pazhayangadi  Forest, To study various Tourism Circuits, the researcher applied the correlation and descriptive methodology through observation and various analysis of literature available like 2.6 Pilgrim Tourism in Kannur the research journal papers, articles and news on tourism Famous pilgrim destinations in Kannur are circuits. Using formative analysis through statistical tools and mixed methods the researcher identified untapped  Parassinikadavu Sri Temple, tourism potential of various destinations. Parassinikadavu  Raja Rajeshwara Temple, Thaliparamba 4. ANALYSIS AND KEY FINDINGS  Mahadeva Temple, Kottiyoor Analysis of various questionnaires given to tourists and local  Holy Trinity Cathedral, Burnacherry people were charted and the results are shown below through  Saidar , Thalassery the tables and graphs.  Thiruvangad Sree Ramaswami, Thalassery  The Saint Theresa Church, Mahe Table 1. Scope of Tourism Circuit in Kannur  Odathil Palli, Thalassery S Partic To Loc Stakehold Total Perce  Trichambaram Temple, Thaliparamba l ular uri al ers Number ntage  Kadalayi Sreekrishna Temple, Chirakkal . sts Peo of  Peralassery Subramania Temple, Peralassery N ple Respond o ents

1 Extre 35 6 15 56 37.30 2.7 Art and Cultural Tourism in Kannur mely %

High Famous art and cultural places of Kannur are 2 High 52 16 5 73 48.60  , Kannur %  , Chirakkal 3 Avera 16 1 1 18 12%  Azhikode (The Handloom Village) ge 4 Low 3 0 0 3 2% 3. PROBLEM STATEMENT 5 Extre 0 0 0 0 0% mely Kannur is a place where the richness of all varieties of Low tourism is comprised. Kannur is blessed with natural beaches, hill stations, rivers, backwaters, historical Interpretation: After combining the sample populations of monuments and religious centers. The itself which tourists, local people and stakeholders, analysis of collected shares much of the natural splendor has been a key data was done. The results are representated in the above contributor to the culture, religious, political and industrial table and below graph. 37.3% people responded that scope heritage of the state. Due to the lack of tourism promotions, of Tourism Circuit in Kannur is extremely high, 48.6% of

7 Vol 06, Issue 01 them terms the scope as high, 12% of them said there is only 11.60% average scope and 2% of them responded that there is no Beach tourism scope (Table 1). Pilgrim tourism 29% 56% 2% 0% Cultural tourism

Extremely High 12% 22.40% Heritage tourism

High 30.20% 37.00% Adventure Average 47.20% tourism 49.00% Low Assorted tourism Extremely Low

Fig. 2 Inclination Towards Tourist Activities Fig. 1 Scope of Tourism Circuit in Kannur Table 3. Survey Summary Table 2. Inclination Towards Tourist Activities S Partic Tou Lo Total Perce Sl Particul Touri Loc Total Percent l. ulars rists cal Numb ntage Stakeh . ars sts al Number age N Peo er of olders N Peo of o ple Respo o ple Respond ndents ents 1 Stron 51 6 8 65 43.30 % 1 Beach 63 9 72 56% gly tourism Agree

2 Pilgrim 34 5 39 30.20% 2 Agree 39 13 8 60 40% tourism 3 Neutr 14 4 5 23 15.30 3 Cultural 44 17 61 47.20% al % tourism 4 Disag 2 0 0 2 1.30% 4 Heritage 27 2 29 22.40% ree tourism 5 Stron 0 0 0 0 0% 5 Adventu 13 2 15 11.60% gly re Disag tourism ree 6 Assorte 35 3 38 29% d tourism 4.2 Hypothesis Testing

Interpretation: The data in Table 2 was collected only from H0: Tourism circuit doesn’t act as an aid in the integrated the tourists who utilizes the tourist services and local people development of tourism in Kannur who serves the tourists. After combining the sample H1: Tourism circuit acts as an aid in the integrated population of tourists and local people, analysis of collected development of tourism in Kannur data was done. The results are showed in the above table and To test the hypothesis t-test analysis was utilized below graph, it was found that 56% people have interest in beach tourism, 30.20% people have interest in pilgrimage, Table 4. Hypothesis 47.20% have interest in cultural tourism, 22.40% people Development Yes No have interest in heritage tourism, 11.6% people have interest Mean 21.5 0.5 in adventure tourism and 29% people are interested in Variance 0.5 0.5 assorted tourism. Observations 2 2 Interpretation: After the analysis of collected data Hypothesized Mean Difference 0 combining the sample populations of tourists, local people df 2 and stakeholders, out of 150 sample populations, 43.3% t Stat 29.69848 strongly agrees that Tourism Circuit will bring more P(T<=t) one-tail 0.000566 investment, growth opportunities and integrated t Critical one-tail 2.919986 development of induced destinations. Whereas 40% agrees with the statement, 15.3% people stood neutral and 1.3% P(T<=t) two-tail 0.001132 disagrees with the statement (Table 3). t Critical two-tail 5.302653

8 Vol 06, Issue 01 As shown in table 4, it’s observed that the p value is  Kannur is mainly famous for its beautiful beaches. 0.000566 which is ≤ 0.05, hence H1 is accepted. i.e. Tourism Bringing more beach sports and activities at the various circuit acts as an aid in the integrated development of beach destinations at Kannur can increase tourist tourism in Kannur. traffic.  Kannur need more star category hotels in different 5. CONCLUSION destinations in the district. Presently one will find good accommodation mainly in cities but it also needs Tourism Circuit is the new strategic trend for the promotion to be at the tourist destinations. of destinations. The study says that the development of  To develop any place there should be holistic approach thematic Tourism Circuit can help the destinations to by the concerned stake holders for its integrated increase its tourist traffic by attaining their attention through development, hence local people should be a part of any the circuits. The survey also conveys that there is a strong planning phases and activities involved. scope for Tourism Circuit in Kannur, and it can be a good  Assorted Tourism Circuit can also be considered to factor in the integrated development of tourism in Kannur. attract all segments of tourists. Tourism Circuit will also bring more investment, growth opportunities and integrated development in the induced REFERENCES destinations. 62% of the stakeholders supports Tourism Circuit, and agrees that it will help in increasing the [1] Manas Singh P., Kaur P, Bhagata A. (2014). Silk awareness about less known destinations and also helps the Route in the Light of Circuit Tourism: An service providers to include more destinations. The survey Avenue of Tourism Internationalization. on local people says that the 43% of them agree that Tourism Procedia - Social and Behavioral Sciences. Circuit will increase the social status and quality of life, it 144:20. pp 143-150. will also help in an increase in the economies with the hike doi.org/10.1016/j.sbspro.2014.07.283 in tourist traffic. The researcher had developed 6 thematic [2] Onyango P. John, Kaseje Margaret (2015). Tourism Circuit for Kannur such as Wave Circuit, Hike Tourism Planning and Development for Circuit, Heritage Circuit, Assorted Circuit, Hindu Circuit Sustainability in Kenya’s Western Tourism and Divine Circuit. One sample designed Wave Circuit is Circuit. American Journal of Economics, Finance shown below. and Management. 1: 5. pp: 336-345. Available from http://files.aiscience.org/journal/article/html/7020 0042.html [3] Chaturvedi Anumeha (2019). Tourism Ministry Sanctions Projects Worth Rs 190.46 Cr in 3 States. ET Bureau. Available at http://economictimes.indiatimes.com/articleshow/ 67498033.cms?utm_source=contentofinterest&ut m_medium=text&utm_campaign=cppst [Accessed on 20-4-2019] [4] Musafir Namah Bureau. (March 13,2015). Available from Fig. 3 Wave Circuit Designed for Kannur https://www.musafirnamah.com/kerala-may- create-a-circuit-with-maldives-and-sri- 6. SUGGESTIONS lanka/#.Xg2MAEczbIU [Accessed on 15-6-2018] Suggestions provided are as follows: [5] K. Rajesh. (2009). Coastal : Its  Due to the lack of awareness of Tourism Circuit, Impact on Economy and Environment. Thesis tourists and the local people finds it hard to relate the submitted to Cochin University of Science and Tourism Circuit in their tourism activities. The DTPC Technology. Pp:28-44 Available form (District Tourism Promotional Council) should take a https://shodhganga.inflibnet.ac.in/bitstream/1060 step forward to provide awareness on Tourism Circuit. 3/4882/8/08_chapter%202.pdf  Kannur is having good number of adventure [6] History, (August, 2015). Available from: https:// destinations which boost adventure tourism in Kannur. https://www.kerala.me/history [Accessed on 25- Due to lack of promotion, such places are less known 4-2019] to the tourist people who visits Kannur. The [7] History of Kannur, (nd). Available from stakeholders of Kannur should take part in promoting http://www.kannurtourism.com/history.html adventure tourism which can highlight adventure [Accessed on 27-04-2019] destinations among the tourists.  It is also famous for its culture, but the cultural destinations falls back in their infrastructural development, this pulls back the cultural tourism in Kannur in attracting the tourists from outside state. The tourism department should do further to develop the infrastructure of various cultural destinations.

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