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Journal of Tourism Economics and Applied Research Journal of Tourism Economics and Applied Research JTEAR The current issue and full text of this article is available on e-repository of University of Colombo at http://archive.cmb.ac.lk:8080/research/handle/70130/4663 Journal homepage: http://tourismleaderssummit.org/jtear/ Volume: 4 Issue: 2, 2020 ISSN 2602-8662 1-13 CREATING VALUES IN TOURISM THROUGH ENTREPRENEURSHIP IN VARANASI, INDIA Rama Rani PhD Research Scholar, Dept of Tourism Management, The University of Burdwan, West Bengal, India [email protected] Abstract Local Entrepreneurship is one of the economic factors in Tourism Development. Varanasi has such working groups who have skills and who effectively bring out their product within limited resources and facilities. Entrepreneurs especially from low economic background have been playing a responsible role here and helping the destination to become socially, economically and culturally rich. The main objective of the study is to highlight some of the maJor initiatives taken by the entrepreneurs of Varanasi. Twenty of them were interviewed of several locations in the city. Case studies of four selected working groups are discussed. Further the study focuses on the typology of entrepreneurs in the select locations. The data are also analyzed quantitatively to describe the strategy being used to bring value in the tourism activity. Several suggestions are made to focus on further prospects of tourism in Varanasi, overall country and in the world as a whole. Keywords: Entrepreneurship, Varanasi, marketing strategy, marketing skills, low economic background 1. Introduction Varanasi, historically known as Kashi, has been in influence of religious and historical changes since decades. And amidst these changes there have been several developments in arts, handicrafts, architecture, communication and technologies. Entrepreneurs have been living here for the purpose of business and serving the religious tourists in their city of Lord Shiva. These activities have been influenced because of the presence of the well defined structures like ancient temples, forts, Ghats, old narrow streets and mainly the water body of river Ganges. River Ganges has mythological importance as is believed that the goddess Ganga descended from the heaven to dwell in the water so as to protect, purify and bring the one to heaven who touch it. Several myths exist still now inside the city. There have been several hotspots in the city where tourists have been taking interest to spend their leisure time. The efforts of the entrepreneurs have taken Varanasi to the heights both in terms of culture, tourism and economical aspect. Entrepreneurship is the process of managing a business opportunity right from its market research till the selling of finished goods and services. Entrepreneurship requires self-dedication, involvement and risk taking initiatives and measures. These activities play vital role in the economic development of the country as well. Copyright © Tourism Study Programmes, Department of Economics, Faculty of Arts, University of Colombo Journal of Tourism Economics and Applied Research, Volume: 4 Issue: 2, 2020 ISSN 2602-8662 Entrepreneurship aims to expand so that it keeps generating income in the long run. The people over here in Varanasi usually seem satisfied with the resources provided. These are enough to help them cope up with their present life situations. In every corners of the city of Varanasi, there exist stories to narrate. Whether it is a vendor or a rickshaw puller, a seller of paan (beetle leaves), a weaver of Banarsi saree or a monk in a temple; everyone in this rush is busy making money for their family. Tourist here comes from all over the world and their motivation for travel is usually different. In other words one can say that, along with diversity in population, their thoughts and actions; there exists variability in resources which the city has. These are societal, other associated to gastronomy, political and psychological aspects which are further associated with the environment of Varanasi. Religiously the city not only has various religion and their norms, but also has several structures being located. Historically the city has several locations like Ram Nagar fort, Sarnath, Lahartara, Assi ghat, Dasaswamedh ghat and Manikarnika ghat areas that has marked a legend in history and the architecture of several legendary structures which are no doubt a masterpiece in themselves. Most importantly the name Varanasi comes out from the names of two rivers viz., Varuna and Assi, which is an identifiable attraction in itself. Amidst this favourable environment it is obvious for the people to start some businesses that not only facilitates but catches the eyes of the tourists in the region. The people of Varanasi are not only hospitable but also are innovative in their skills. The skills of these entrepreneurs are not a blessing from birth but are developed through idea over several generations and involvement with continuous practice. The poor societies existing here in this city are pure Banarsis who are quite familiar with the authenticity of the old city Kashi or Banaras which is said to be the eternal city and speaks languages which are mostly Bhojpuri and Awadhi. The people here are anxious to showcase the tourists their talents and earn living out of it. Development depends on variety of factors here; tourism provides the platform for the development of entrepreneurship and especially MSME. This is because the entrepreneurs are involved in business at all levels making a strong contribution to the economic growth of the country. The weavers of Varanasi are for the handloom industry of Banarsi fabrics. The weavers are generally belonging to small villages like Sarai Mohana, Daniyalpur for silk weaving and many more are located around the city of Varanasi. These are the experts with rare and genuine expertises in the field without undergoing much official training guidance. They have been carrying this by learning and working at all levels from home to produce unique arts that people prefers to buy here. Pattern remains the same, only there comes some twist and turns in the style or design and choices of the society. 1.1. Background of the study The overall background of the study describes some purposes for selecting Varanasi as an entrepreneurial site. The research brings out values in the field of tourism through entrepreneurial contributions that gradually uplifts tourism demand in a cultural, historical and religious setup like that of Varanasi. The value is in the form of effective contribution made by the entrepreneurs for tourist’s involvement and concentration. Also as a maJor support to the economic strength of the city. The research problem focused in this study is lack of exposure in development of entrepreneurial groups who have maJor contribution in tourism promotion in Varanasi. Despite knowing their contribution, their personal economic capacity is not up to an adequate level. This may be because of lack of facilities being provided to them by the government. Entrepreneurs also include the vendors, boatsmen and sailors who have been striving hard to earn their money since decades here, with all the efforts they could provide to the tourists. Copyright © Tourism Study Programmes, Department of Economics, Faculty of Arts, University of Colombo 2 Journal of Tourism Economics and Applied Research, Volume: 4 Issue: 2, 2020 ISSN 2602-8662 There are immense scope for the residents because of the availability of raw materials, favourable environment and skills which the entrepreneurs already have. There is scope of creativity among the workers. These people take initiatives to invest with little, develop it widely or expand it, if not to a large extent but at a right location and for the right target audience. These entrepreneurs involved are usually associated with small scale industry or handicraft industries or MSME (Micro, Small and Medium Enterprises). These initiatives taken especially by low scale economic people who can help reach the country at a top because India is a country of villagers and their villages; and this culture of MSME has been brought from the villages of India. Even for the city like Varanasi, people are generally from the villages from around the city, whose ancestors have settled here since ages. 2. Literature review Varanasi ‘the eternal city’, being the oldest living city have been in influence of several phases of time i.e., ancient, medieval and modern. But to the surprise the authenticity of most of the attractions are still the same as it were thousand years ago. Only extension of facilities has been made. Entrepreneurship have been sustaining path for economic growth in the country in India since years when people started to earn a living. Attitude, relationship, activity and organization are the steps for entrepreneurship as an economic development and facilitation (Bandusena et, al. 2020). Entrepreneurship requires creativity in thoughts and in action that is further followed by idea generation. And off-course hard-work is the key to success in any business (Mubarak, 2019). With the right attitude, one must be able to focus on the aim of their business and to what extent it is going to help him and the society. The meaning of entrepreneurship says that the ability to bear risk of establishing a new enterprise, its direction, controlling, bring changes and innovation, creativity, taking corrective actions can be called as entrepreneurship. Howards W. Johnson defined entrepreneurship as the composite of three basic elements i.e., invention, innovation and adaptations. Similarly, the same term was defined as creative and innovative response to the environment. (Rao and Mehta, 1978) "Indeed, the defining moment in most tourism destinations can be attributed to the actions of rogues who actualized its tourism potential" (Mckercher, 1999, p.427). Entrepreneurship as applied to business in someone who create a new venture, exist profitably, excel and grow horizontally or vertically- for which he/she may have to take certain amount of risk (Kaldeen, 2019) and may have to undertake any or all of the innovative activities as mentioned by Schumpeter.
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