Integrated Development through Tourism Circuit: Case Study of Kannur, Kerala, India 1 1 Vimal Venugopal , * Sweety Jamgade 1Faculty of Hospitality Management and Catering Technology, Ramaiah University of Applied Sciences, Bangalore 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 social mobility 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 well 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 East Africa 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 Golden Triangle- China 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. 5 Vol 06, Issue 01 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 Tourism in India 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 Krishna Circuit, Ramayana 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 Shiva 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 Rama around the country. These among 14 districts, recently Thrissur 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 (Dam Tourism), Yellow Circuit (Cultural Tourism), Orange development. Kerala explored the possibility of creating a Circuit (Muziris Heritage Tourism), Green Circuit (Back tourism partnership with Sri Lanka 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]. Government of Kerala, 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.