Public Disclosure Authorized Public Disclosure Authorized Public Disclosure Authorized Public Disclosure Authorized Tel: +92-51- Initial Assessment around Twenty-Three Sites with special reference to Women Business 3 Entrepreneurship Development through Tourism Promotion in Punjab Contents Abbreviations ...................................................................................................................... 6 Executive Summary .................................................................................................................... 7 CHAPTER 1: TOURISM AND SOCIOECONOMIC DEVELOPMENT ................... 14 Tourism: Women & Youth ........................................................................... 16 Tourism: Sustainable & Human Development ............................................ 17 Tourism Development in Punjab: Project Context ...................................... 18 CHAPTER 2: OBJECTIVES & METHODOLOGY ...................................................... 22 Description of Approach ............................................................................... 23 Detailed Methodology for the study .............................................................. 23 Module 1: Desk Research ............................................................................. 24 Module 2: Business Listing around the 23 Shrines ...................................... 24 Module 3: Survey of Random Businesses around the 23 Sites .................... 26 Module 4: Visitor Survey ............................................................................... 29 Sampling Methodology: Random Probability Sampling and Quota Sampling ......................................................................................................... 30 CHAPTER 3: QUANTIFICATION OF BUSINESS ACTIVITIES .............................. 33 Female Workers: ........................................................................................... 48 CHAPTER 4: BUSINESS PROFILES & POTENTIAL ................................................. 52 Types of Businesses: ...................................................................................... 52 Association with Tourist Sites: ....................................................................... 53 Business Operations: Days and Daily Hours: .............................................. 53 Business Status: .............................................................................................. 54 Investments, Revenues, and Income: ............................................................ 56 Special Events: ................................................................................................ 58 Industry Employment, Incomes, and Gender: ............................................. 60 Women‘s and Youth‘s Labour Force Training: ........................................... 63 Employment & Training Status of Workers: ................................................ 66 Evaluation Of Business Environment Challenges for Businesses: .............. 68 Participation in Business Associations: ......................................................... 70 Security Environment around Tourist Sites: ................................................. 72 Business Sentiments and Expansion Plans: .................................................. 73 Pressing Challenges: ....................................................................................... 76 CHAPTER 5: PROFILES OF TOURISTS ..................................................................... 81 Travel Frequency and Demand Structure .................................................... 81 Consumer Choice: ......................................................................................... 85 Planned Duration of Stay: ............................................................................. 85 Site Competition: ........................................................................................... 86 Sources of Information and Knowledge ....................................................... 88 Initial Assessment around Twenty-Three Sites with special reference to Women Business 4 Entrepreneurship Development through Tourism Promotion in Punjab Experience Evaluation ................................................................................... 88 Overall Assessment: ....................................................................................... 89 Disaggregated Evaluation of Experiences: .................................................... 90 Evaluation of Available Services: ................................................................... 94 Unavailable Service: ....................................................................................... 94 Likelihood of Recommendation ................................................................... 95 Factors Affecting Demand ............................................................................. 96 Expenditure Patterns ..................................................................................... 97 Preliminary Evaluation of Business Valuation at the 23 Sites ...................... 97 Access and Transportation Modes ................................................................ 99 Mode of Travel to the Site: ............................................................................ 99 Distance from Home: .................................................................................... 99 CHAPTER 6: WOMEN & YOUTH IN LOCAL TOURISM ...................................... 102 Tourism and Employment: ......................................................................... 102 Youth Employment In Businesses Around Selected Sites ........................ 103 Women Employment In Businesses Around Selected Sites ..................... 106 CHAPTER 7: RECOMMENDATIONS ....................................................................... 108 CHAPTER 8: SITE-BASED ANALYSIS & SCORECARD ......................................... 115 Derawar Fort – Bahawalpur ........................................................................ 116 Shrine of Hazrat Syed Ahmed Sultan Sakhi Sarwar – D.G. Khan ............ 119 Rohtas Fort – Jhelum ................................................................................... 121 Tomb of Shah Rukn-e-Alam – Multan ....................................................... 123 Tomb of Shah Shams Tabriz – Multan ...................................................... 126 Tomb of Mai Maharban – Multan .............................................................. 128 Shrine of Hazrat Baba Haji Sher Dewan Chawli Mashaikh – Vehari ....... 130 Shrine (Darbar) Sakhi Saiden Shah Shirazi in Choa Saidan Shah - Chakwal ........................................................................................................ 131 Mazar Shah Bahu – Jhang ........................................................................... 133 Fort Munro – DG Khan .............................................................................. 135 Tomb of Nur Jahan – Lahore .................................................................... 139 Harappa – Sahiwal ...................................................................................... 141 Kalabagh – Mianwali .................................................................................... 142 Sadiq Garh Palace – Bahawalpur ................................................................ 145 Cholistan Desert – Bahawalpur ................................................................... 147 Khanpur Dam – Haripur............................................................................. 149 Jallo Park – Lahore ...................................................................................... 151 Shrine of Hazrat Makhdum Jahaniyan Jahangasht – Bahwalpur ............... 153 Hiran Minar – Sheikhupura ........................................................................ 155 Lal Suhanra National Park – Bahwalpur .................................................... 158 Khabeki Lake – Khushab ............................................................................ 161 Thal Desert .................................................................................................. 163 Raja Man Singh‘s Haveli- Jhelum ................................................................ 165 Initial Assessment around Twenty-Three Sites with special reference to Women Business 5 Entrepreneurship Development through Tourism Promotion in Punjab List of Tables CHAPTER 1: TOURISM AND SOCIOECONOMIC DEVELOPMENT .............................. 14 Table 1: World Tourism Growth 1950-2002 .......................................................... 14 CHAPTER 2: OBJECTIVES & METHODOLOGY ................................................................ 22 Table 2: Proposed Distribution of Business Surveys .............................................. 28 Table 3: Sampling Methodology: Random Probability Sampling and Quota Sampling ........................................................................................................ 30 Table 4: Over view of the Proposed Methodology by Modules ............................. 31 CHAPTER 3: QUANTIFICATION OF BUSINESS ACTIVITIES......................................... 33 Table 5: Business Listings: ....................................................................................... 34 Table 6: Duration of Business Operations .............................................................. 36 Table 7: Business Revenue......................................................................................