MINOR PROJECT REPORT ON Asia Tourism

UNDER THE GUIDANCE OF: Jasbir Singh Reader & Prog. Coord. BBA(T&T ! "e#t. $% Business Administration

SUBMITTED BY:Jai Gu !a Enrollment No. 00414905012

Course& BBA (T&T ! 'rd (em.

S"ssi#n: $%&$-$%&'

MAHARAJA SURAJMA( INSTITUTE

)A**i+ia!", !# Guru G#bin, Singh In,ra ras!ha Uni-"rsi!./ )R"0#gni1", b. UGC U2S$ )F// C-3 JANA4 PURI5 NE6 DE(HI-

CERTIFICATE
TO 6HOM IT MAY CONCERN
T)is is to *erti%+ t)at t)e resear*) #ro,e*t initiated to *erti%+ t)at is t)e inno-ati-e e%%ort o% 7JAI GUPTA8RO(( NO9:-%%3&3:%'%&$ and it )as .een a**om#lis)ed under m+ guidan*e. Certi%ied t)at t)is #ro,e*t re#ort 7ASIA TOURISM8 /s t)e .ona%ied 0or1 o% ;JAI GUPTA8 0)o *arried out t)e #ro,e*t 0or1 under m+ su#er-ision.

Jasbir Singh Reader & Prog. Coord. BBA(T&T ! "e#t. $% Business Administration Pro,e*t guide

AC4NO6(EDGEMENT
A #ro,e*t *an ne-er .e*ome a su**ess 0it) e%%orts o% onl+ one indi-idual. /t re2uires a grou# o% #eo#le to *om#lete a #ro,e*t at its .est. And it3s m+ %riends4 m+ tea*)er and m+ %amil+ mem.er 0)o )a-e )el#ed me to *om#lete m+ #ro,e*t re#ort. T)e #resent 0or1 is ,ust an e%%ort to t)ro0 some lig)t on 7TOURISM IN ASIA8. T)e 0or1 0ould not )a-e .een #ossi.le to *ome to t)e #resent s)a#e 0it)out t)e guidan*e4 su#er-ision and )el# o% num.er o% #eo#le. 5it) dee# sense o% gratitude / a*1no0ledge t)e en*ouragement and guidan*e re*ei-ed %rom Dr9 JASBIR SINGH5 READER < PROG9 COORD9 BBA )T<TM/5 DEPARTMENT OF BUSINESS ADMINISTRATION and ot)er sta%% mem.ers. / *on-e+ m+ )eart%elt t)an1s to all t)ose #eo#le 0)o )el#ed and su##orted me during t)e *ourse4 o% *om#letion o% m+ Pro,e*t Re#ort.

JAI GUPTA ENRO((9 NO9: %%3&3:%'%&$ C#urs": BBA )T<TM/ =r, S">"s!"r

TAB(E OF CONTENTS
(. N$ &9 PART/C67AR( Cha !"r & ? In!r#,u0!i#n Asia tourism $.,e*ti-es Resear*) met)odolog+ 7imitations (our*e o% data *olle*tion $9 Cha !"r $ ? Pr#*i+" Tourism resear*) Ada#tion to tourism Et)ni*it+4 *ulture and tourism Tourist attra*tions o% Asia a,or o#erations a,or initiati-es tourism 10922 2'925 2:9'1 '29'9 40941 42 4' 194 5 : ; < PA8E N$.

Asia *ontinue to .e dri-ing %or*e in glo.al

 Peo#le remain 1een to tra-el Better outloo1 %or =a#an C)ina3s in%luen*e remains )ig) =9

44 45 4594:

Cha !"r = ? Ana+.sis an, in!"r r"!a!i#n #* S!a!is!i0a+ ,a!a >inding and results 4<

/nternational tourist arri-als in Asia and #a*i%i* region 49 /n.ound tourism arri-als4 0orld and Asia #a*i%i*4 1995 to 2012 /nternational tourist arri-als 50 /nternational tourist arri-als .+ *ountr+ o% destination in Asia 51952 /nternational Tourism Re*ei#ts .+ *ountr+ o% destination in Asia 5'955 /nternational Tourism E?#enditure .+ *ountr+ o% destination in Asia 5:95; 39 Cha !"r 3 ? 0#n0+usi#ns an, r"0#>>"n,a!i#ns Con*lusion Re*ommendations Bi.liogra#)+ 599:0 :09:1 :2

PREFACE
/n t)e )eart o% Asia lies a land o% man+ *ultures4 0onders and attra*tions. /t@s a .u..ling4 .ustling melting #ot o% ra*es and religions 0)ere ala+s4 /ndians4 C)inese and man+ ot)er #eo#le li-e toget)er in #ea*e and )armon+. /t is also a land o% %as*inating e?tremes4 0)ere to0ering s1+s*ra#ers loo1 do0n u#on #rimiti-e long)ouses. Blessed 0it) natural 0onders galore4 it is #er%e*t %or a memora.le e*o9)olida+. 5it) some o% t)e .est .ea*)es and di-ing s#ots in t)e 0orld4 it is ideal %or island geta0a+s. E?#erien*e Asia in ala+sia.

CHAPTER-& INTRODUCTION

INTRODUCTION

Tourism is t)e one o% t)e most im#ortant industries in man+ Asian *ountries and t)e %astest gro0ing industr+ in most o% t)em. /n 199; t)ere 0ere more t)an 90 million international -isitors to t)e *ountries o% East and (out)9east Asia (5T$ 199<!. Current #ro,e*tions .+ t)e 5orld Tourism $rganiAation indi*ate t)at .+ 2001 out o% a glo.al total o% more t)an :50 million international -isitors one t)ird 0ill arri-e at Asian destinations. T)ese %igures do not ta1e into a**ount domesti* tourists 9 %or e?am#le4 0)ile t)e C)ina National Tourism Administration re#orted t)at C)ina re*ei-ed 4; million o-erseas -isitors in 19954 t)ere 0ere an estimated 290 million domesti* tourists. /n /ndonesia4 #rior to t)e e*onomi* @melt9do0n@ 0)i*) .egan in 199;4 t)ere 0ere almost 4 million o-erseas -isitors4 .ut more t)an 50 million domesti* tourists. T)ese trends )a-e generated *on*ern a.out t)e so*io9*ultural4 e*onomi* and en-ironmental im#a*ts on Asian so*ieties and *ommunities. Re*entl+ most *ommentar+ 0as made %rom a 0estern orientation assuming tourism as
2

Cau*asian 0it) im#a*ts #er*ei-ed t)roug) 0estern -alues9tinted s#e*ta*les. /n %a*t4 in some Asian destinations4 su*) as T)ailand4 ala+sia4 and C)ina4 t)eir Asian -isitors greatl+ outnum.er Cau*asian -isitors and domesti* tourists greatl+ outnum.er international -isitors. /n s)ort4 tourists are not )omogenous +et man+ anal+ses are .ased on 0estern #er*e#tions o% 0estern tourists im#a*ting u#on Asian so*ieties and #ur#ort to *o-er t)e entire *an-ass o% tourism in Asia4 0)en in %a*t t)e+ 0ill #ro-ide onl+ #artial and segmented #i*tures. T)ere is a similar mis*on*e#tion a.out )ost *ommunities. T)e+ tend not to .e #assi-e unitar+ re*e#ta*les o% tourism& t)e+ also are )ig)l+ di%%erentiated and o%ten #ro9a*ti-e in ada#ting to di%%erent *ategories o% tourists. 5)at on*e ma+ )a-e .een inter#reted as ad-erse im#a*ts *aused .+ t)e se*ularism o% modern 0estern -alues introdu*ed .+ (Cau*asian! tourists ma+ )a-e a multi9%a*eted .asis. T)e result is a need to re9*on*e#tualiAe so*io9*ultural *)ange arising %rom tourism and to re9e?amine man+ o% t)e #re-ailing stereot+#es a.out tourism@s im#a*ts. /t is also im#erati-e to e?amine tourism in t)e *onte?t o% et)ni*it+4 de%initions o% *ulture4 and t)e state. T)ere is a natural a%%init+ .et0een tourism and t)e nation9state in t)e sense t)at .ot) )a-e a #ro%ound interest in #resenting t)e #la*e as di%%erentiated and uni2ue4 0it) .oundaries around .ot) geogra#)i*al and so*io9*ultural s#a*e (7eong4 19<9B (o%ield & 7i4 199<a!. T)is is #arti*ularl+ true o% multi9et)ni* states and ne0l+ inde#endent states 0)i*) in t)e #ost *olonial #eriod ma+ %a*e t)e #ro.lem o% tr+ing to *reate a sense o% and *ommitment to national unit+ 0)ere #re-iousl+ su*) a sentiment did not e?ist. Et)ni*it+ )as .e*ome @more t)an a neutral so*ial s*ienti%i* term& it )as .e*ome #art o% t)e 0a+ #eo#le %a*tuall+ and #res*ri#ti-el+ see t)emsel-es and ot)ers ... )istori*all+ *onstru*ted and
'

re9*onstru*ted@ (5ood4 199;4 #. ;!. /nternational tourism #la+s a ma,or role in t)is dis*ourse and nation states 0ill utilise t)e o##ortunities #ro-ided .+ et)ni* tourism to o.,e*ti%+ s+m.ols and mar1ers to meet #oliti*al and #oli*+ o.,e*ti-es. T)is *)a#ter e?#lores some o% t)e im#li*ations o% tourism de-elo#ment and its so*io9*ultural im#a*ts in Asian *ountries. Comments are %ramed against an outline o% t)e %our so9*alled @#lat%orms@ o% 0ritings on tourism in order to #ro-ide some insig)t into t)e #ositions ado#ted .+ di%%erent resear*)ers.

OBJECTI@ES
T)e main aim o% t)e #ro,e*t is9 To determine mar1et s)are o% Asia tourism in 0orld. To stud+ a.out ma,or #la*es o% tourist attra*tion in Asia. To stud+ a.out t)e trends4 *ulture and et)ni*it+ o% tourism in Asia. To stud+ a.out t)e in%lo0 and out%lo0 o% out.ound and in.ound tourist o-er t)e #eriod o% time in Asia. To stud+ a.out di%%erent #ur#oses o% tri# o% tourists in Asia. To stud+ a.out di%%erent strategi* #lans to in*rease t)e mar1et s)are o% Asia tourism in 0orld tourism.

RESEARCH METHODS
T)e Resear*) et)ods ma+ .e de%ined as t)ose met)ods C te*)ni2ues t)at

are used %or *ondu*ting t)e resear*). Resear*) met)ods *an .e #ut into t)e %ollo0ing t)ree grou#s. /n t)e %irst grou#4 0e in*lude t)ose met)ods 0)i*) are *on*erned 0it) t)e *olle*tion o% data4 t)ese met)ods 0ill .e used 0)ere t)e data alread+ a-ail a.le are not su%%i*ient to arri-e at t)e re2uired solution. T)e se*ond grou# *onsists o% t)ose statisti*al Te*)ni2ues4 0)i*) are used %or esta.lis)ing relations)i# .et0een -aria.les. T)e t)ird grou# *onsists o% t)ose met)ods 0)i*) are used to e-aluate t)e a**ura*+ o% t)e results o.tained. Resear*) met)ods re%er to t)e .e)a-ior and instruments used in sele*ting and *onstru*ting resear*) te*)ni2ues.

(IMITATIONS
&9 S>a++ uni-"rs" T)e 6ni-erse %or t)is stud+ is too small t)ere%ore t)e %indings ma+ not trul+ re#resent t)e *onditions in t)e entire industr+. $9 Pr#b+"> #* A00"ssibi+i!. it 0as -er+ di%%i*ult in a##roa*)ing t)e e?e*uti-es or t)e 8uest as t)e+ 0ould .e .us+4 "es#ite #rior a##ointments4 t)e+ 0ere ina**essi.le at times .eing engaged else0)ere. =9 C#ns!rain!s #* !i>" T)e res#ondents due to non a-aila.ilit+ o% time *ould not dis*uss man+ as#e*ts o% t)e to#i* in de#t). 39 (a0A #* In!"r"s! an+ res#ondents 0ere ,ust not interested in intera*ting as t)e+ *onsidered it to .e a 0aste o% time4 a non lu*rati-e a##roa*). T)is negati-e a##roa*) 0as 2uite im#airing.

SOURCE OF DATA CO((ECTION

S"0#n,ar. ,a!a: (e*ondar+ data is an+ data4 0)i*) )a-e .een gat)ered earlier %or some ot)er #ur#ose. Among t)e ot)er mentioned t+#es o% data 0as used %or t)e stud+ and anal+sis o% t)e o.,e*ti-e o% t)is #ro,e*t4 also t)e se*ondar+ to data #ro-ed to .e )el#ing )and in %raming u# t)e industr+ s*enario and also t)e rele-ant to#i*s in t)e entire #ro,e*t re#ort. A,-an!ag"s #* s"0#n,ar. ,a!a 1. /t is e*onomi*al. /t sa-es e%%orts and e?#enses. 2. /t is time sa-ing. Disa,-an!ag"s #* s"0#n,ar. ,a!a 1. A**ura*+ o% se*ondar+ data is not 1no0n. 2. "ata ma+ .e outdated.
<

CHAPTER-$ PROFI(E

TOURISM RESEARCH
To 2uote one o% t)e most eminent international tourism s*)olars4 =a%ar =a%ari (19904 #.''!& DT)ere is no *onsensus on 0)at tourism is and 0)at it *an do. 5)ere on*e t)ere 0ere 0idel+ a**e#ted notions t)at tra-el is .roadening4 t)at tourism is edu*ational4 9 as ar1 T0ain 0rote& DTra-el is %atal to #re,udi*e4 .igotr+ and narro09mindednessD 9 toda+4 tourism as t)e Dlargest #ea*etime mo-ements o% #eo#le in t)e )istor+ o% man1indD (8reen0ood4 19;24 #.<1! *an #ro-o1e #assionate disagreement a.out its -alue4 .ene%its4 and im#a*ts. /t no0 means di%%erent t)ings to di%%erent #eo#le.D To #ut t)e de-elo#ment and gro0t) o% tourism in Asia into some #ers#e*ti-e it is instru*ti-e to re9-isit t)e %our @#lat%orms@ or orientation o% tourism 0ritings4 resear*) and *ommentar+ 0)i*) )a-e de-elo#ed in t)e #ast %e0 de*ades (=a%ari4 1990!. 5)ile t)ere is an e-olutionar+ *)ara*teristi* to t)ese %our #lat%orms4 su**eeding #lat%orms )a-e not re#la*ed t)eir #rede*essorCs and all *ontinue to *o9e?ist. T)e %irst4 t)e ad-o*a*+ #lat%orm4 0as originall+ o**u#ied .+ t)ose attra*ted to t)e e*onomi* #ros#e*ts o% tourism4 0)i*) in t)e 19:0s 0as #ro#osed as t)e #ana*ea to t)e #ro.lems o% T)ird 5orld underde-elo#ment (e.g. 6N"P4 19:0B /BR" 19::4 $EC" 195:!. /t 0as ad-o*ated %or all de-elo#ing *ountries .ut #arti*ularl+ t)ose 0)i*) 0ere de%i*ient in natural resour*es4 su*) as small island *ountries. Tourism@s im#ortan*e to t)e e*onom+ rested in its *a#a*it+ to .e& 8enerator o% %oreign e?*)angeB 8enerator o% de-elo#mentB A generator o% em#lo+ment (.e*ause it is la.our intensi-e!B
10

8enerator o% su##orting ser-i*es and industries 0it) .a*10ard lin1ages into ot)er se*tors su*) as agri*ulture and lig)t industr+ (e.g. %urniture! to su##l+ its needsB

a generator o% in%rastru*ture %or t)e e*onom+ as a 0)ole (e.g. roads4 air#orts4 )ar.ors4 #o0er stations4 et*!B and as an a*ti-e *ontri.utor to de*entraliAation (=a%ari 1990!. (u*) arguments remain .ut t)e ad-o*a*+ #lat%orm )as .een .olstered in t)e #ast de*ade in #arti*ular .+ an in*reasing num.er o% issues related to non9 e*onomi* areas. T)ese in*lude arguing t)e *ase %or tourism in terms o%& *onser-ing and #reser-ing t)e natural en-ironmentB *onser-ing man9made en-ironments ()eritage!B *onser-ingCre-i-ing #ast traditionsB #romoting *ultural )eritage4 *ultural #er%orman*es and %esti-als4 et*.B *onstituting a relati-el+ .enign %orm o% de-elo#ment *om#ared 0it) alternati-es su*) as industrialiAation (t)e so9*alled @smo1eless industr+@!B #la+ing an edu*ational role4 .ot) s#e*i%i*all+ (e.g s#e*ial interest tourism4 ar*)aeologi*al tours4 et*! and in generalB and Promoting international understanding and #ea*e. T)e *autionar+ #lat%orm arose in res#onse to t)e o%ten un*riti*al assum#tions and sel%9ser-ing industr+ -oi*es o% t)e ad-o*ates o% tourism and t)e %a*t t)at in some *ountries (e.g. t)e Cari..ean! tourism did not #ro-ide instant ans0ers to de-elo#ment. T)is #lat%orm *onstituted a @natural@ )ome %or *on*erned so*ial s*ientists and a %e0 e*onomists 0)o 0ere more rigorous in t)eir e?amination o% t)e #otential .ene%its o% tourism t)an earlier ent)usiasts. >or an+ *laim o% t)e ad-o*a*+ #lat%orm t)ere )a-e .een
11

*ounter*laims .+ t)e *autionar+ #lat%orm 9 0it) a %ruit%ul dialogue .et0een #ro#onents Dt)e e?*e#tion rat)er t)an t)e normD (=a%ari4 19904 #.4!. Cautionar+ 0riters are *riti*al o% t)e im#a*ts o% tourism and t)eir -ie0s *ould .e summariAed as %ollo0s& T)e e*onomi* .ene%its o% tourism are o-er9stated. $%ten o-erloo1ed or under9estimated is t)e lea1age %a*tor (i.e. t)e need to im#ort man+ items %or t)e tourism industr+ so t)at mu*) o% t)e %oreign e?*)ange earned must t)en .e e?#ended on %oreign goods and ser-i*es& also re#atriation o% #ro%its 0)ere o-erseas interests are in-ol-ed! B tourism is o%ten seasonal and generates mostl+ #art9time4 uns1illed ,o.s %or lo*al #eo#le4 0it) s#e*ialist and management #ositions o**u#ied .+ e?#atriatesB .+ %ar t)e greater .ene%its %lo0 to de-elo#ers and in-estors (o%ten multi9national *om#anies4 )otel *)ains and international airlines! rat)er t)en to lo*al *ommunitiesB t)e+ (lo*al *ommunities! are o%ten e?#loited and t)eir resour*es ta1en o-er .+ outside interests %or tourismB tourism destro+s natural en-ironments 0it) large s*ale resorts4 gol% *ourses4 marinas4 et*. and is a ma,or #olluter t)roug) se0age and ot)er 0aste dis*)argeB Tourism destro+sCdegrades traditionB /t *ommodities #eo#le and *ulture /t #rodu*es @de9agri*ulturisation@ (+ounger #eo#le lea-ing rural %arms %or #aid em#lo+ment in t)e tourism industr+!B and Tourism disru#ts t)e stru*ture o% )ost so*ieties. (in*e t)e #olarised arguments o% t)e ad-o*a*+ and *autionar+ #lat%orms )a-e .een *on*erned mainl+ 0it) t)e #er*ei-ed im#a*ts o% tourism4 t)ird #lat%orms graduall+ de-elo#ed in 0)i*) alternati-e %orms o% tourism 0ere suggested. T)e ada#tan*+ #lat%orm %a-oured ne0 %orms o% tourism res#onsi-e to )ost *ommunities and t)eir natural en-ironments4 so*io9
12

*ultural en-ironments4 and man9made ()eritage! en-ironments (=a%ari4 19904 #.5!. Ada#ted tourism s)ould .e *ommunit+9*entred4 em#lo+ lo*als4 utilise lo*al resour*es4 .e relati-el+ eas+ to manage4 .e not destru*ti-e4 and .ene%it )ost and guest ali1e. /t is *)ara*terised as @sensiti-e@ tourism4 is set in o##osition to mass tourism and )as .een gi-en numerous la.els su*) as alternati-e tourism4 green tourism4 e*otourism4 so%t tourism4 a##ro#riate tourism4 #eo#le9to9#eo#le tourism and so on. A ma,or international organisation )as .een *reated to ad-o*ate ada#ti-e tourism4 t)e E*umeni*al Coalition on T)ird 5orld Tourism4 0)i*) is .ased in Bang1o1. Eo0e-er4 as Butler (1992! noted4 alternati-e tourism strategies )a-e not .een %ull+ de-elo#ed and e*onomi*all+ t)e+ *an ne-er re#la*e mass tourism. /n*reasing num.ers are attra*ted to t)e #romise o% more re0arding e?#eriential tra-el 0)i*) alternati-e tourism o%%ers .ut t)e+ remain a small %ra*tion o% t)e total. >urt)ermore4 o#erators in-ol-ed in mass tourism )a-e a##ro#riated man+ o% t)e strategies and in*or#orated t)em into t)eir #resent stru*tures so t)at de%initions .ased on di%%erentiation )a-e .e*ome in*reasingl+ di%%i*ult to sustain. Be*ause t)e %irst t)ree #lat%orms re#resented onl+ #artial treatment o% tourism4 =a%ari argues t)at t)e %ourt)4 t)e 1no0ledge9.ased #lat%orm4 emerged to *ounter& i! T)e general %o*us o% t)e ad-o*a*+ and *autionar+ #lat%orms on im#a*ts o% tourismB and ii! T)e %o*us o% t)e ada#tan*+ #lat%orm on %orms o% de-elo#ment4 /n*reasingl+4 a num.er o% o.ser-ers o% tourism *onsidered t)at .+ stud+ing tourism as a 0)ole its underl+ing %un*tions and stru*tures *ould .e understood and t)e resulting 1no0ledge 0ould %oster t)e de-elo#ment o% a .od+ o% t)eoreti*al *onstru*ts (=a%ari4 19904 #.:!. 5)ere mu*) o% t)e 0or1
1'

%rom t)e ot)er t)ree #lat%orms is su.,e*ti-e4 t)e 1no0ledge .ased #lat%orm #ositions itsel% on a s*ienti%i* %oundation. /t is resear*)9.ased4 multi9 dis*i#linar+4 aimed at o.,e*ti-e anal+sis4 designed to maintain .ridges 0it) a##ro#riate #aradigms and 1no0ledge %rom t)e ot)er t)ree #lat%orms4 .ut is more )olisti* in its treatment o% tourism. (o*io9*ultural /m#a*ts& t)e Emi* Fersus t)e Eti* A##roa*) 5)en 0e e?amine *ommonl+ )eld #er*e#tions a.out t)e im#a*ts o% tourism4 es#e*iall+ t)ose 0)i*) are ad-erse4 0e %ind t)at mu*) o% it is not 1no0ledge9.ased .ut lo*ated in t)e @Cautionar+ Plat%orm@. R)etori* o%ten out0eig)s resear*). An e?am#le o% t)is a##roa*) *an .e dis*erned %rom *ontents o% DContoursD4 t)e ,ournal o% t)e E*umeni*al Coalition on T)ird 5orld Tourism. No0 in its eig)t) +ear it is a 0idel+ read and 2uoted sour*e a.out t)e e-ils o% tourism. Eo0e-er4 %e0 o% its arti*les are 0ritten .+ serious resear*)ers. Ne0s#a#er ,ournalism is a *ommon sour*e o% its o%ten dramatised re#orting. /n a re*ent issue4 %or e?am#le4 under a )eading D"estro+ing Eeritage (itesD it asserted t)at Ne#al@s tem#le to0ns 0)i*) are Dar*)ite*tural and *ultural mar-els t)at toda+ attra*t )undreds o% t)ousands o% tourists e-er+ +earD are under t)reat (Contours4 199;4 ;4;4 #. ';!. T)e im#ression is gi-en t)at tourism is t)e res#onsi.le agent. Eo0e-er4 t)e arti*le itsel% notes t)at Dgra*e%ul mud and .ri*1 )omes 0it) intri*atel+ *ar-ed 0ooden doors and 0indo0s are gi-ing 0a+ to ugl+ *on*rete )ig) rises to a**ommodate Gat)mandu@s 1.2 million #o#ulation 0)i*) is gro0ing at t)e astonis)ing rate o% 5.; #er*ent #er +earD (Contours4 ;4 ;4 #.';!. T)ere is an a*1no0ledgment t)at t)e #eo#le t)emsel-es 0ant *on*rete )omes and a go-ernment o%%i*ial is also 2uoted as sa+ing t)at it is mu*) more e?#ensi-e to .uild and *onser-e traditional stru*tures. /t is t)e *om.ination o%

14

#o#ulation #ressure4 ra#id ur.aniAation and in*reased .uilding *osts4 not tourism4 0)i*) is t)e *ause. Tourism #lanners in %a*t are at t)e %ore%ront in tr+ing to *onser-e sites and .uildings 0it) )eritage -alues and t)e 8o-ernment )as su**ess%ull+ o.tained /6CN a**reditation %or se-en 5orld Eeritage (ites in Gat)mandu and an eig)t) site4 7um.ini4 t)e .irt)#la*e o% Budd)a4 in t)e sout) o% t)e *ountr+. >urt)er4 t)e 6nited Nations "e-elo#ment Programme )as #ro-ided more t)an 6(H1.5 million %or its @Ne#al Partners)i# %or Iualit+ Tourism Pro,e*t@ (19949199<! 0)i*) )as resurre*ted t0o )eritage sites amongst ot)er #ro,e*ts (Bans1ota et al4 1995B (o%ield 199<!. /n t)is *onte?t it is instru*ti-e to note t)e *omment o% t)e Ne#ali C)airman o% t)e Communit+ "e-elo#ment Committee res#onsi.le %or maintaining t)e 5orld Eeritage (ite o% t)e (-a+am.)u Budd)ist stu#a on t)e nort)0estern outs1irts o% Gat)mandu. 5estern tourists 0)o #a+ an entran*e %ee and a small %ee %or t)e use o% t)e #u.li* toilets (#ro-ided .+ t)e Committee under t)e Partners)i# %or Iualit+ Tourism Pro,e*t! are @good tourists 0)o dis#ose o% t)eir ru..is) #ro#erl+@ .ut massi-e #ro.lems are *aused .+ t)e t)ousands o% Asian #ilgrims 0)o *arr+ out all9nig)t #u,as (a religious *eremon+ 0)i*) in*ludes %easting!4 lea-e )uge #iles o% ru..is) l+ing around and use *orners o% t)e religious site or t)e surrounding 0ooded slo#es %or toileting. >urt)er4 as t)e+ #a+ no entran*e %ee t)e+ do not *ontri.ute to t)e u#1ee# o% t)e site. T)e (ite 5arden also *ommented t)at #ilgrims D)a-e .een a #ro.lem %or +ears .e%ore 0e )ad tourismD ((o%ield4 199<4 #.19!.J Pri-ate tourism entre#reneurs are also #arti*i#ating in t)e e%%ort to #reser-e Ne#al@s ar*)ite*tural )eritage4 su*) as t)e o0ners o% "0ari1a@s Eotel 0)o )a-e s#ent t)irt+ +ears *olle*ting t)e )and *ar-ed 0indo0s and doors %rom demolis)ed .uildings and )a-e re*entl+ *om#leted a ne0 :09.ed )otel in
15

Gat)mandu4 in*or#orating t)em. T)e entire )otel is designed around traditional %eatures utilising original materials ((o%ield 199<!. T)e #ro,e*tion o% outside -alues onto anal+sis o% a #arti*ular situation (termed @im#osed eti*@ .+ Berr+4 1990! ma+ also result in less t)an #ro%ound understanding. T)us t)e use o% .e*a1s (tri*+*les! %or ta1ing tourists around t)e sig)ts o% Kog+a1arta and (ura1arta in Central =a-a )as .een #ut %or0ard as e-iden*e o% t)e 0a+ in 0)i*) tourism demeans lo*als and turns t)em into @.easts o% .urden@ %or #leasure see1ing tourists. But t)is is an eti* a##roa*) 0)i*) %ails to .e D#ro*essural4 *onte?tual4 *om#arati-e and emi*D (Co)en4 19;94 #.'1!. Note t)e *omments on .e*a1 use .+ R.B. (oemanto %rom t)e Engineering "e#artment o% t)e 6ni-ersities (e.elas sur-e+ o% t)e 54<44 registered .e*a1s in (ura1arta aret4 (ura1arta4 in a uni*i#alit+&

DBe*a1s are *onsidered im#ortant in #reser-ing *)ea# lo*al trans#ortation ser-i*es. T)eir *ontinued %un*tioning is needed .+ t)e 0)ole so*ial strata o% t)e *ommunit+ sin*e all so*ial le-els at some time dra0 on t)eir ser-i*es. 5)ile tourists use t)e .e*a1s %or @generalised sig)t9seeing@4 residents use t)e .e*a1s %or s#e*i%i* %un*tional #ur#oses. T)e+ are used (.+ t)em! to trans#ort residents to %riends and relati-es4 to ta1e *)ildren to and %rom s*)ool sa%el+4 and so %ort). ... (Tourist use is! -er+ small .+ *om#arison (0it) lo*al use! ... .ut )ig)l+ -alued .e*ause t)e .e*a1 dri-ers re*ei-ed )ig)er *)arges %rom %oreign tourists t)an %rom t)eir lo*al #assengers. T)e dri-ers *onsidered it an o##ortunit+ to get more in*omeD (19954 #.'5!. /n s)ort4 .e*a1s 0ere not @in-ented@ %or tourism4 0ere in lo*al use .e%ore t)e ad-ent o% tourism4 are onl+ a small #art o% t)eir use4 and tourist use is -ie0ed #ositi-el+ .+ t)e dri-ers t)emsel-es. T)e status o% .e*a1 dri-ers is not )ig) in =a-anese so*iet+ .ut t)at is as a result o% =a-anese -alues4 not tourism. T)e emi* a##roa*) #ro-ides a more #ositi-e #ers#e*ti-e 0)i*) ma+
1:

.e regarded as #er)a#s more -alid t)an *omments .ased on @%oreign@ 0estern -alues (Berno4 199:!. But t)ere are also dangers in a**e#ting onl+ a lo*al -ie0 o% a situation. T)is is illustrated .+ anot)er arti*le in Contours a.out a grou# o% /ndia@s tri.al #eo#le4 t)e A-idasis4 staging a #rotest against @outsiders@ 0anting to e?#loit t)eir traditional lands4 t)e %orests o% Garnata1a4 Tamil Nadu and Gerala4 %or tourism. A #arti*ular target %or t)eir ire 0as a resort in Garnata1a 0)i*) )ad .een esta.lis)ed .+ a 0ell91no0n multi9national )otel *)ain inside a %orest area %rom 0)i*) t)e+ )ad .een e?*luded. Contours 2uoted one o% t)e mo-ement@s leaders4 Pro%essor B.". ()arma4 re%erring to t)e resort as Da den o% ad-enturists t)ri-ing on %i-e star *ulture ... e?#osing t)e %orest to dangers 0)i*) ma+ result in t)e e?tin*tion o% man+ animals ... (and t)at! e*otourism in t)e rest o% t)e 0orld )as resulted in nearl+ 40L o% t)e lo*al *ommunit+ 0omen .eing dra0n into #rostitutionD (Contours4 ;4;4 #.15!. T)e dilemma %or en-ironmentalist readers o% Contours is t)e %a*t t)at t)e tri.al #eo#le )a-e engaged in e?#loitati-e uses o% %orest resour*es (es#e*iall+ )unting and s0idden agri*ulture! 0)i*) 0ere destro+ing t)e %lora and %auna4 t)at t)e+ are engaged in a #oliti*al *am#aign %or sel% go-ernment (0)i*) )as .een *ontinuing %or more t)an a de*ade! rat)er t)an a s#e*i%i* %ig)t against tourism4 t)at t)e state go-ernment )as de*lared t)e %orest a national #ar1 .ased on sound *onser-ation #rin*i#les to #rote*t t)e region@s 0aters)ed and e*ologi*al -alues4 and t)at t)e resort is in-ol-ed in t)at *onser-ation e%%ort. T)e #i*ture 0)i*) #aints tourism as t)e *ause o% t)e destru*tion o% t)e traditional li%e o% t)e tri.al #eo#le is in t)is *ase .ot) sim#listi* and misleading ((o%ield4 199;!. T)is is not to den+ t)at tourism ma+ not .e destru*ti-e .ut rat)er t)at t)e %a*tors to ta1e into a**ount in e?amining and attem#ting to e-aluate t)e
1;

so*io9*ultural e%%e*ts o% tourism are numerous. /n*reasingl+4 tourism resear*) )as %o*used on t)e need to underta1e mu*) more detailed em#iri*al *ase studies to elu*idate t)e #arti*ular .e*ause t)e so*ial *lass4 et)ni* grou# or *ommunit+ 0)o is .eing studied 0ill re-eal di%%erent as#e*ts a.out t)e nature o% )ost9-isitor relations. 8eneralisations must .e a##roa*)ed *autiousl+. /t is 0ell esta.lis)ed t)at #eo#le %rom di%%erent so*io9e*onomi* strata and di%%erent gender are im#a*ted di%%erentl+ .+ tourism4 are e?#loited .+ it or are a.le to ta1e ad-antage o% it a**ording to t)eir *ir*umstan*es. @5it)in a single *ommunit+ a range o% di%%erent im#a*ts or res#onses ma+ .e re*orded@ (Eit*)*o*14 Ging & Parn0ell (199'4 ##.;!. >or e?am#le4 a re*ent %ield stud+ o% t0o mountain *ommunities in Ne#al .+ (o%ield (199<! re-ealed t)at tourism de-elo#ment 0as in %a*t an inad-ertent -e)i*le *ontri.uting to in*reasing *lass di%%erentiation in -illage so*ieties. 7odge o0ners4 alread+ )a-ing *om#arati-el+ )ig)er li-ing standards t)an %arming )ouse)olds4 0ere dra0ing %urt)er a#art as t)e re*i#ients o% go-ernment and donor agen*+ assistan*e under tourism de-elo#ment #ro,e*ts. E-en 0)en #ro,e*ts 0ere integrated into *ommunit+ de-elo#ment 0it) s#e*i%i* a*tion to strengt)en .a*10ard lin1ages into t)e lo*al e*onom+4 #ro-ide -illage 0ater su##lies and ea*) )ouse)old 0it) toilets4 t)e 0eig)t o% t)e .ene%its a**ruing to t)e *ommunit+ %ell to t)e lodge o0ners. /n terms o% returns %or in-estment o% time and la.our and 0)ere t)e .ul1 o% grants 0ere s#ent4 t)e lodge o0ners 0ere #er*ei-ed to .e t)e ma,or re*i#ients o% dire*t monetar+ and in%rastru*tural .ene%its4 0it) some -illagers missing out *om#letel+ on .ot) a**ounts. >or e?am#le4 0)ile all -illagers 0ould .ene%it %rom im#ro-ed sanitation4 t)e onl+ ones %or 0)om t)is 0as turned into dire*t monetar+ gain 0ere #er*ei-ed to .e t)e lodge o0ners 0)o *ould

1<

*)arge tre11ers an e?tra one dollar #er da+ .e*ause o% t)e ne0 toilets. T)e result 0as strongl+ di-ided *ommunities4 and sustaina.ilit+ 0as at ris1. Re9*on*e#tualising @Culture@4 Tradition@ and @Aut)enti*it+@ in t)e Conte?t o% Tourism u*) o% t)e resear*) and de.ate on tourism de-elo#ment in Asian *ountries D)as %o*used on 0)et)er its e%%e*ts are .ene%i*ial or negati-e and 0)et)er t)e+ are de-elo#mental or anti9de-elo#mental.D (Eit*)*o*14 Ging and Parn0ell4 199'4 #.5!. /n*reasingl+ a num.er o% anal+sts o% tourism de-elo#ment are 2uer+ing t)e sim#listi* assertions o% t)ose %rom =a%ari@s *autionar+ #lat%orm t)at tourism is destru*ti-e o% *ulture. (u*) *riti*ism is *)ara*terised .+ t)e @.illiard .all model@ (5ood4 199'!. /n t)is model t)e *ue *onstitutes t)e interests o% tourism (.ig .usiness4 in-estors4 go-ernment #lanners4 et*.!. T)ese are t)e %or*es .e)ind t)e 0)ite .all (tourism! 0)i*) stri1es a stati* (red! .all4 *ulture. T)e red .all *an onl+ mo-e in t)e dire*tion di*tated .+ t)e 0)ite .all at a #a*e determined .+ t)e 0)ite .all& it )as no *ontrol o-er its o0n mo-ement. A limitation o% t)is a##roa*) is t)at it attri.utes #assi-it+ to t)e )ost *ommunit+4 t)us den+ing t)at *ommunit+ t)e *a#a*it+ to res#ond *reati-el+ to t)e #resen*e o% tourism 0it)in its so*ial s#a*e. (u*) *riti*s attem#t to #ros*ri.e *)ange a0a+ %rom tradition and assert t)e destru*tion o% #re9e?isting so*ial stru*tures and t)e degradation o% *ultural integrit+ and *ultural #ollution as due to t)e im#a*t o% t)e )edonisti*4 materialisti* *onsumerism and demonstration e%%e*t o% tourism. 6nder t)is ru.ri*4 as a*Cannell (19944 #.1:'! stated& Dan+t)ing and an+one t)at does not #arti*i#ate in @aut)enti*@ (.e)a-ior or artisti* e?#ression! *an .e *lassed as a D-i*timD o% de-elo#ment4 a.,e*t and inaut)enti*.D Ket so*io9 *ultural *)ange is di%%i*ult to measure a**uratel+ and inter#ret o.,e*ti-el+4 and t)e use o% terms su*) as *ultural DdegradationD4 *ultural D*orru#tionD4
19

loss o% tradition and et)ni*it+4 ma+ de%+ rational measurement. Pi*ard & 5ood (199;4 #.?! suggest t)at @it no longer ma1es sense to *on*ei-e o% tourism as a %or*e e?ternal to *ontem#orar+ so*ieties4 im#a*ting t)em %rom t)e outside. 5)at needs to .e studied is )o0 tourism )as .e*ome institutionalised in di%%erent states and so*ieties and )o0 tourism alters in*enti-es and o##ortunities %or lo*al a*tors in 0a+s t)at unleas) ne0 and uni2ue #ro*esses o% *)ange.@ 5)en *ulture is *on*ei-ed o% as stati* entit+4 la*1ing t)e d+nami*s o% *)ange4 t)e a*tions4 moti-ations and -alues o% lo*al *ommunit+ mem.ers are ignored. To res#ond to t)e tourist desire %or sou-enirs and e?oti* e?#erien*es4 em#)asis is #la*ed on t)e #rodu*tion o% Daut)enti* nati-e )andi*ra%tsD4 Dtraditional arti%a*tsD and Dtraditional time9)onored *eremoniesD& .ut t)is -er+ em#)asis o%ten results in a stulti%+ing o% natural *reati-it+ ( a*Cannell4 19944 #.1:1!. And in an+ *ase4 t)e *riti*ism is made t)at .e*ause it is #rodu*ed %or t)e tourist it *annot .e aut)enti*4 )a-ing lost its original #ur#ose. E-en t)at 0)i*) %ait)%ull+ re#rodu*es t)e original is )eld to .e not aut)enti*& it is %a1eB it )as lost its original signi%i*an*e and t)ere%ore demeans its ma1ers .e*ause e?#ressions o% artisti* *reati-it+ )a-e .een *ommoditiAed and moderniAed. To .e aut)enti* t)e o.,e*t o% e?amination %or t)e tourist gaAe )ad to ta1e #la*e 0it) its traditional s+m.olism untainted .+ *ontem#orar+ -alues4 its meaning em.edded in t)e so*iet+@s )eritage. To in*or#orate elements o% e?ternal in%luen*e 0as not inter#reted as a sign o% *reati-it+ (0)i*)4 one )astens to add4 is t)e norm in t)e 0orld o% 0estern art! .ut as e-iden*e o% @neo9*olonialism@4 o% *ultural degradation4 o% t)e artists demeaning t)eir *ulture and .eing demeaned t)emsel-es in t)e #ro*ess. Tourists o%ten ta1e #art in t)is un*ons*ious )egemon+& t)e+ ma+ des*ri.e a #ie*e o% Balinese or
20

a1onde tri.al art as

.eing D,ust li1e a and East A%ri*a.

odiglianiD4 t)ere.+ den+ing t)e %a*t t)at it 0as t)e /talian

artist 0)o dre0 )is ins#iration %rom t)e indigenous art %orms o% /ndonesia 5)at su*) an eti* a##roa*) o-erloo1s is t)e %a*t t)at tourism *annot .e isolated %rom man+ ot)er as#e*ts o% *ulture4 t)at in treating tourism as an e?ogenous %or*e *ommentators run t)e ris1 o% ignoring )o0 tourism ma+ .e*ome #art o% t)e lo*al realit+ (Eit*)*o*1 et al4 199'4 #.9!. But as our understanding o% t)e *om#le?ities o% *ommunit+ res#onses to tourism de-elo#s4 in*reasingl+ 0e %ind t)at man+ so*ieties are in %a*t resilient and )a-e e?)i.ited a *a#a*it+ to a-ert t)e dominan*e o% t)e outside %or*eB t)e+ )a-e #ut tourism to 0or1 %or t)em rat)er t)an 0or1ing %or tourism4 and so )a-e in*or#orated it into t)eir so*ial s#a*e. A *ru*ial %a*tor to emerge %rom studies o% tourism de-elo#ment in Asian *ountries is t)at to sur-i-e (.e sustaina.le! a s+stem must .e ada#ta.le4 in*or#orating elements o% .ot) *ontinuit+ and *)ange (Earrison 199:!. an+ so*ial s*ientists (#er)a#s t)e .est 1no0n o% 0)om is Tal*ott Parsons! )a-e *onsidered ada#tation as a de%ining %eature o% t)eir *on*e#ts o% so*ial s+stems (Bla*14 19:1!. Ada#tation ma+ .e des*ri.ed more or less o.,e*ti-el+ .ut 0)en t)e im#a*ts o% ada#tation to tourism are e?amined and said to .e @#ositi-e@ or @negati-e@ t)e argument o%ten .e*omes su.,e*ti-e4 related Dmore to ideolog+ t)an logi*D (Earrison4 199:4 #. ;:!. T)e studies also raise t)e 2uestion4 #arti*ularl+ in *onsidering so*io9*ultural %a*tors related to sustaina.le de-elo#ment4 o% ,ust 0)at is to .e sustained. An e?amination o% t)e de-elo#mental #ro*esses at 0or1 in T)ird 5orld *ountries )as .roug)t a.out a re*on*e#tualisation o% su*) 1e+ *on*e#ts as @*ulture@ and @aut)enti*it+@. T)e+ stress t)at ea*) generation rede%ines its )eritage in res#onse to ne0 understandings4 ne0 e?#erien*es and ne0 in#uts
21

%rom an e-er9in*reasing range o% *onta*ts %rom @outside@4 es#e*iall+ in t)e *onte?t o% glo.aliAation (G+mli*1a4 1995!. T)ere is a Dne0 di-ersit+ (o% *ultural e?#ression! .ased relati-el+ more on interrelations and less on autonom+D (EannerA4 2uoted in Cli%%ord4 19<<4 #.1;!. Eandler and 7inne1in (19<4! des*ri.e t)is as a s)i%t %rom a @naturalisti*@ to a @s+m.oli*@ *on*e#t o% tradition. T)e %ormer assumes t)at tradition Dis an o.,e*ti-e entit+4 a *ore o% in)erited *ulture traits 0)ose *ontinuit+ and .oundedness are analogous to t)at o% a natural o.,e*tD .ut in realit+ t)ere is an Dongoing re*onstru*tion o% tradition in t)e #resent ... 0)i*) is not natural .ut s+m.oli*all+ *onstitutedD (Eandler and 7inne1in4 19<44 #. 2;'!. 5)at is @traditional@ %or one generation ma+ .e res)a#ed .+ later generations4 and indeed di%%erent @traditions@ ma+ *o9e?istB *)ange in all so*ieties is #art o% an ine-ita.le and e-olutionar+ #ro*ess. 5)o t)en is to de*ide 0)i*) o% t)e traditions is aut)enti* and is to .e @sa-ed@M Earrison (199:! 0arns against a*ademi*s im#osing t)eir ideologi*all+ dri-en -ie0s on so*ieties and *ommunities under t)eir s*rutin+4 and Berno (199:! notes t)at t)e @im#osed@ eti* a##roa*) o%ten in-ol-es ,udgmental statements a.out 0)at is @rig)t@ and @good@ %or ot)ers. /n >i,i t)e touristi* element o% -ila-ilaire-o 9 %ire 0al1ing4 0)ere tourism )as .een t)e sour*e o% its re9emergen*e ((o%ield4 1992! is *ondemned .+ some as *rass *ommoditisation 0it) tourism as t)e #er#etrator o% t)e *rime (e.g. Prasad4 19<:!. Ket 0)ile t)e magi*o9religious elements o% %ormer times ma+ .e a.sent4 @,um#ing into t)e o-en@ remains Dan a*t o% solidarit+ 0it) one@s *ommunit+ and an e?)i.ition o% lo+alt+ and o.edien*e to one@s *)ie%D4 t)us rein%or*ing %undamental as#e*ts o% >i,ian so*iet+ ((t+meist4 199:4 #. 1:!.

22

ADAPTATION TO TOURISM
(anger (19<<4 *ited in Eit*)*o*1 et al4 199'! #ro-ides an e?am#le o% t)e inter%a*e .et0een tourism and traditional *ulture 0it) an emi* anal+sis o% *)anges to t)e .arong dan*e dramas o% t)e -illage o% (inga#adu in Bali. Barong #er%orman*es )a-e .een ada#ted in a -ariet+ o% 0a+s to suit touristi* needs. T)e+ )a-e .een s)ortened %rom more t)an t)ree )ours to a.out one )our. T)e+ in*lude ne0 se2uen*es and sla#sti*1 moments 0)i*) trans*end linguisti* .oundaries to en)an*e en,o+ment %or tourists. 5omen )a-e .een introdu*ed to #la+ %emales roles 0)i*) traditionall+ onl+ men )ad #la+ed. Tran*e se2uen*es 0it) Gris (daggers! and t)e eating o% li-e *)i*1ens )a-e .een omitted .e*ause o% tourist disa##ro-al. Eo0e-er4 t)e -illagers )a-e not inter#reted t)ese *)anges in terms o% *ultural denigration ((anger 19<<!. >irst4 t)e+ )a-e maintained t)e traditional #ra+ers and o%%erings at t)e .eginning o% ea*) #er%orman*e and *ontinue to treat t)e .arong 0it) great res#e*t. (e*ond4 t)e oldest and )oliest .arong *ostume is not used %or *ommer*ial #er%orman*es so is not dese*rated. T)ird4 t)e -illagers maintain t)at t)e .arong li1es to dan*e 0)ate-er t)e *ir*umstan*es. >ourt)4 @o0ners)i#@ o% t)e .arong #ro-ides a resour*e 0)i*) t)e -illagers *an utilise %or mu*)9needed *as) in*ome4 and sin*e t)e tourist re-enue is distri.uted *ommunall+ t)e *)arge o% indi-idual greed is ina**urate. >inall+4 t)e .arong rein%or*es *ommunit+ solidarit+ in mu*) t)e same 0a+ as t)e -ila-ilaire-o o% >i,i and (anger re*ords t)at during t)e monsoons t)e -illagers miss t)e o##ortunit+ it #ro-ides to *ome toget)er during t)e tourist season. /n t)is instan*e4 *ommoditisation o% *ulture ma+ .e re-ersed and *onsidered as a #ro*ess o% @*ulturising *ommer*ialism@ (Pere4 19<04 #. 1'9!4 sin*e lo*al traditions )a-e not .een
2'

su##lanted .+ t)e im#erati-es o% t)e tourist trade .ut )a-e .een modi%ied in *ulturall+ a**e#ta.le 0a+s. @$riginal@ traditions no0 e?ist 0it) @ne0@ traditions in t)e same time9s#a*e and Dtouristi* *ulture is -er+ mu*) #art o% t)e realit+D (Eit*)*o*1 et al4 199'4 #. 11!. Anot)er e?am#le o% t)e @im#osed eti*@ (Berr+4 1990! ma+ .e %ound 0it) re%eren*e to Bali as a 0)ole4 0)ere numerous anal+ses )a-e *riti*ised tourism as a destru*ti-e agent o% *)ange (e.g. Boon4 19;;B >ran*illon4 19<9B Eanna4 19;2B aurer and Neigler4 19<<B Turn.ull4 19<24 anua.a4 199;!. Eo0e-er4 t)e resear*) o% Pi*ard and a*Gean inter alia4 .ot) 0or1ing

inde#endentl+ in Bali o-er a t0ent+9+ear #eriod4 demonstrates t)at .+ using a more a*tor9oriented (emi*! a##roa*) t)e inter9relations)i# .et0een tourism *)ange and *ulture *)ange *annot .e -ie0ed as a @one90a+ street@B t)e )ost *ommunities ada#t to and in turn modi%+ t)e tourism 0)i*) ta1es #la*e 0it)in t)eir so*ial s#a*e. Pi*ard )as termed t)is Dtouristi* *ultureD& t)roug) tourism *ulture )as .een trans%ormed into t)e main e*onomi* resour*e o% Bali and .+ t)e same to1en Balinese *ulture )as .e*ome a ma,or .argaining #oint 0it) t)e *entral /ndonesian 8o-ernment4 tourism aut)orities and tourist o#erators (Pi*ard4 199'4 #.<:!. Pi*ard )as *)roni*led t)e 0a+ in 0)i*) t)e Balinese elite res#onded to t)e im#osition o% a tourism de-elo#ment #lan %rom =a1arta4 0)i*) 0as .ased on an @outsider@ -ie0 o% t)eir *ulture4 .+ de%ining and re%ining in a *om#re)ensi-e 0a+ t)eir o0n DBalinese9nessD. $-er a #eriod o% eig)t +ears %rom 19;1 to 19;9 t)e+ )eld a series o% seminars under t)e ,oint aus#i*es o% t)e "ire*torate 8eneral o% Culture and t)e "ire*torate 8eneral o% Tourism 0)i*) resulted in t)e %ormulation o% t)e @do*trine o% *ultural tourism@ %or Bali and t)e signing o% an agreement .et0een t)e t0o "ire*torates 8eneral. T)is esta.lis)ed t)e Balinese Commission o% Coo#eration %or t)e Promotion and
24

"e-elo#ment o% Cultural Tourism (Gomisi Ger,asama Pem.inaan dan Pengem.angan 5isata Buda+a! 0)ose *)ie% o.,e*ti-es 0ere to& i! /n*rease and e?tend t)e use o% *ulture %or t)e de-elo#ment o% tourismB and ii! To use t)e #ro*eeds o% tourism de-elo#ment %or t)e #romotion and de-elo#ment o% *ulture. (Pi*ard4 199'4 #.<<!. As a mani%estation o% t)is ne0 a##roa*)4 Pi*ard des*ri.es )o0 t)e Balinese Regional 8o-ernment laun*)ed t)e Bali Arts >esti-al in 19;9 at t)e o#ening o% a ne0 Arts Centre in "en#asar. (in*e its in*e#tion t)is mont)9long %esti-al )as .een regarded .+ t)e Balinese as e-iden*e o% t)e /sland@s *ultural renaissan*e4 +et Dit 0ould .e mista1en to *onsider t)is e-ent as #rimaril+ a tourist attra*tion as o-er t)e +ears it )as #ro-ed so #o#ular 0it) t)e Balinese t)at t)e+ ma1e u# no0ada+s t)e ma,or #art o% its #u.li*D (Pi*ard4 199'4 #.91!. an+ o% t)e o%%erings at t)e annual >esti-al *ould not .e termed traditional under t)e ant)ro#ologi*al de%inition o% somet)ing old4 somet)ing #er%ormed in its traditional #)+si*al setting 0it) its age9old -alues and #ur#oses inta*tB .ut t)e+ are indis#uta.l+ o% Balinese origin4 dra0ing u#on t)e long *ontinuous )istor+ o% Balinese *reati-e e?#ression and as su*) t)e+ are aut)enti*all+ Balinese. (in*e Balinese tourism relies u#on Balinese *ulture4 i% tourism 0ere to destro+ Balinese *ulture it 0ould destro+ Balinese tourism ( *Gean4 1992!. T)e result is one in 0)i*) t)e Balinese4 )a-ing .een *om#elled to de%ine t)eir *ultural )eritage4 in t)e #ro*ess )a-e #ut tourism to 0or1 %or Bali rat)er t)an t)e Balinese 0or1ing %or tourism. T)e 1e+ di%%eren*e in t)e anal+ses o% Pi*ard and *Gean lies in t)eir emi* a##roa*)4 as distin*t %rom t)e eti* a##roa*) o% man+ ot)ers.

25

ETHNICITY5 CU(TURE AND TOURISM

Tourism )as #la+ed a ma,or role in t)e @imaging@ and @re9*reation@ o% @national *ultures@ and et)ni*it+ in man+ Asian *ountries (8ra.urn 199;4 #.210!. Cultural )eritage ma+ .e *laimed and its o0ners)i# utilised to .esto0 legitima*+ on t)ose 0it) t)e #o0er and aut)orit+ to #resent it in desired %orm to .ot) insiders and outsiders. Nation9states in Asia )a-e .een a*ti-e in de-ising tourism #oli*ies to su##ort ideologi*all+ dri-en de%initions and s+m.ols o% national identit+ and et)ni*it+. Ri*)ter (19<94 #.44! suggests t)at t)e P)ili##ines under ar*os 0as @t)e *lassi* *ase o% using tourism de-elo#ment #oliti*all+@ in an attem#t to add legitima*+ to )is regime. 7eong (19<9! also )as an in*isi-e stud+ o% (inga#ore and t)e 0a+ in 0)i*) t)e 8o-ernment )as *)anneled its man+ di%%erent et)ni*ities into %our o%%i*ial C /$ @ra*es@ (C)inese4 ala+s4 /ndians4 $t)ers! and t)en #ortra+ed (@manu%a*tured@! arti%i*ial stereot+#es %or tourism4 t)e underl+ing #oliti*al o.,e*ti-e .eing t)e need to maintain )armon+ .et0een its et)ni* di-ides. /ndonesia is anot)er *ase in #oint 0)ere until t)e #ast t0o to t)ree generations at most its man+ #eo#les *onsidered t)emsel-es not as /ndonesians .ut as (umatrans or =a-anese4 or as smaller units su*) as t)e Red,ang o% (umatra. an+ /rianese still toda+ do not *onsider t)emsel-es as /ndonesians. T)e /ndonesian 8o-ernment )as attem#ted to use tourism to #resent et)ni* and *ultural di%%eren*es in .enign4 non9t)reatening %orms to #re-ent *ommunalism %rom getting out o% )and (Gi## 199'!. Taman /ndonesia (Beauti%ul /ndonesia in ini iniature!4 a t)eme #ar1 *onstru*ted ,ust

outside =a1arta .+ t)e /ndonesian 8o-ernment in 19;54 is a mani%estation o% t)is #oli*+. Ea*) o% t)e 2; #ro-in*es )as a re#resentati-e ar*)ite*tural #a-ilion or similar @o**u#ied@ .+ di%%erent et)ni* grou#s gar.ed in traditional
2:

dress. T)e #ar1 is aimed mainl+ at a domesti* audien*e4 and is #romoted in Ba)asa /ndonesian tourism literature and s*)ool te?t.oo1s as t)e #la*e to learn a.out all o% /ndonesia. an+ more /ndonesians t)an %oreign tourists -isit t)e #ar1. /t is ironi* t)at /ndonesia@s largest et)ni* minorit+4 and t)e one 0)i*) )as .een t)e %o*us o% mu*) *ommunal -iolen*e and unrest4 is not re#resented in Taman ini /ndonesia4 its C)inese nationals. C)ina #ro-ides anot)er e?am#le o% t)e in-ol-ement o% t)e state in determining et)ni* identit+ and #resenting @a**e#ta.le@ mani%estations o% minorities3 *ultures %or tourism. /t o%%i*iall+ re*ognises 55 @minorities@ 0)o num.er a.out 100 million4 a total 0)i*) is larger t)an more t)an ;5L o% t)e *ountries o% t)e glo.e alt)oug) onl+ one t0el%t) o% C)ina@s #o#ulation ( a*1erras4 Tane,a and Koung4 1994!. Alt)oug) t)eir num.ers are *om#arati-el+ small4 t)e+ o**u#+ a.out :5L o% C)ina@s total area. T)eir territories in*lude mu*) o% C)ina@s .order areas so t)e minorities en,o+ a strategi* im#ortan*e 0ell .e+ond t)eir num.ers ( a*1erras 1994!. Poli*+ %ormulation to0ards t)e minorities is t)ere%ore .ound u# in %oreign a%%airs4 de%ense and national se*urit+4 as 0ell as e*onomi* de-elo#ment4 edu*ation4 )ealt)4 so*ial 0el%are and so on. T)e state in C)ina )as used tourism as a #o0er%ul tool to assist in .ringing t)e minorities into t)e main stream .+ #romoting and de-elo#ing tourism a*ti-it+ .ased on t)eir *ultural )eritage ($a1es4 199;B (o%ield & 7i4 199<a!. Tourism #oli*ies and de-elo#ment )a-e #la+ed a 1e+ role in C)ina in assisting t)e state to manage t)e tensions generated .et0een t)e C)inese 8o-ernment@s determination to maintain #oliti*al sta.ilit+ under t)e Communist Part+ and attem#ts to %ind t)e a##ro#riate mi? o% traditional C)inese *ulture4 so*ialist *ulture and @modern@ *ulture (t)e latter ne*essaril+ in*or#orating 0estern -alues and s+stems!. T)e inter%a*e .et0een #oliti*all+
2;

dri-en goals o% #o0er and go-ernment4 t)e #reser-ation o% a nation@s *ultural )eritage4 sustaina.le en-ironmental -alues4 and tourism de-elo#ment are #ro.lemati* %or man+ *ountries. /n t)e Peo#les Re#u.li* o% C)ina (PRC! t)ese issues are %undamental not onl+ to t)e #la*e o% tradition in a so*iet+ 0)i*) is moderniAing its e*onom+ at a ra#id rate4 .ut t)e+ also #resent -er+ real *)allenges to t)e legitima*+ o% t)e 8o-ernment. A #rimar+ *ornerstone o% t)e ideolog+ #ro#ounded .+ t)e CCP sin*e its in*e#tion in 1921 *on*erned t)e need to re,e*t t)e *ultural #ast as a 0)ole and its re#la*ement 0it) a ne0 C)inese so*ialist *ulture. 6nder t)is #oli*+ massi-e destru*tion o% C)ina@s ri*) and -aried .uilt )eritage o**urred and t)ere 0ere sustained atta*1s on its *ultural (li-ing! )eritage ((o%ield and 7i4 199<a!. T)is totalisti* i*ono*lasm4 )o0e-er4 is at odds 0it) t)e *ontem#orar+ em.ra*e o% )eritage as #er)a#s t)e ma,or element o% C)ina@s .urgeoning tourism #rodu*t. Be*ause o% its ideologi*al sensiti-it+4 t)e a##roa*) to )eritage in its man+ %orms )as tended to .e *are%ull+ *ontrolled .+ t)e (tateB and its use %or tourism )as o%ten .een dri-en .+ ideologi*al tenets o% #oliti*s 9 in t)is *ase4 so*ialism as de%ined .+ t)e C)inese 8o-ernment. Ket in s#ite o% t)e am.i-alen*e and *om#le?ities 0)i*) *an .e dis*erned in t)e attitude o% t)e CCP to t)e #ast4 tourism and its use o% )eritage *ontinues to e?#and as t)e #oli*ies o% t)e *urrent leaders)i# o% C)ina distan*e t)e CCP %rom its %ounding roots. /t )as used a -ast and di-erse arra+ o% s+m.ols and mar1ers4 .ot) %or international tourism and domesti* tourism4 to #ursue its o.,e*ti-e o% maintaining unit+ and *laiming some as#e*ts o% its *ulture %or all C)inese *itiAens regardless o% et)ni*it+. Tourism utiliAes s+m.olism in man+ di%%erent 0a+s4 e.g. i*onogra#)+ (%amous sites4 .uildings4 #eo#le or #la*es! to re#resent an entire *ountr+. /n terms o% imaging4 t)e 8reat 5all o% C)ina is one o% t)e most uni-ersall+
2<

re*ogniAed i*ons o% national identit+ %or an+ *ountr+ in t)e 0orld4 *ertainl+ ran1ing 0it) t)e #+ramids o% Eg+#t4 t)e Part)enon o% At)ens4 t)e Ei%%el To0er o% Paris and t)e Basili*a o% Rome. >or man+ tourists t)ose %i-e 0ords (t)e98reat95all9o%9C)ina! are a s+ne*do*)e and en*a#sulate all t)at is C)inese4 mo-ing t)e s+m.ol %rom t)e *on*rete (a 0all .uilt %or militar+ #ur#oses! to t)e *ultural )istor+ o% t)at nation and its #eo#le. 8lo.all+ t)e 5all as one o% t)e 0onders o% t)e 0orld s+m.oliAes all )uman1ind@s )eritage4 t)e one man9made o.,e*t -isi.leB it is *laimed (erroneousl+!4 %rom t)e moon and outer s#a*e. Touristi*all+4 it is a *om#elling s+m.ol %or -isitation .ot) .+ C)inese (a1in to a #ilgrimage! and .+ international tourists. (+m.oli*all+4 it )as elements o% .ot) t)e sa*red and t)e se*ular ((o%ield & 7i4 199<.!. Eo0e-er4 t)e 8reat 5all4 li1e a traditional C)inese multi9tiered *a1e .o? %illed 0it) a.undant o%%erings4 )as man+ la+ers and numerous images *on-e+ed .+ di%%erent re#resentations at di%%erent times .+ di%%erent a*tors 0it) di%%erent )istories. T)e -aried inter#retation o% t)e same s+m.ol is *onte?tual4 and s+m.ols are an in)erent #art o% t)e so*ialiAation #ro*ess o% a *ulture (Nor.ert 1991!. Tourism inter-enes to ta1e s+m.olism .e+ond t)e dualit+ o% signi%i*ation and re#resentation to a triadi* relations)i# .e*ause o% t)e insertion o% a t)ird %a*tor 9 t)e inter#reting #resentation o% sign and o.,e*t. Ea*) inter#retation stri-es to #resent its o0n stor+4 lo*1ed in *om.at %or #ro*laiming t)e Trut)4 so t)at t)e realit+ o% t)e 5all is a -erita.le 0)irl0ind o% m+t) and legend4 )istori*al %a*t and %antas+4 o.s*ured4 o.%us*ated4 de#endent u#on #oliti*al #o0er or dra0ing its -ision %rom meta#)+si*al #oetr+. T)roug)out time -isitors to t)e 5all )a-e *arried 0it) t)em #re*on*ei-ed ideas and images and t)e sign o% t)e 5all )as meant di%%erent t)ings to t)em. /mages are #ut in #la*e o% realit+4 as #resentations
29

o% realit+. T)e 5all is 6rr+@s (1990! tourist gaAe magni%ied and multi#lied. 7i1e .ees to )one+ it attra*ts a*Cannell@s arm+ o% semioti*ians sear*)ing %or t)e essen*e o% C)ineseness. Ket t)e 8reat 5all is a re*ent *onstru*tion4 its *urrent @imaging@ .+ t)e C)inese 8o-ernment at odds 0it) its a*tual )istor+. /t is a re#resentation o% more t)an 150 di%%erent 0allsB *onstru*ted at di%%erent times stret*)ing .a*1 o-er 24200 +ears. T)e so9*alled 8reat 5all 0)i*) is t)e o.,e*t o% t)e tourist gaAe o% t)e t0entiet) *entur+ is o% relati-el+ re*ent origin4 )a-ing .een *onstru*ted less t)an 500 +ears ago4 and stret*)ing %or #er)a#s onl+ one t)ird o% t)e m+t)i*al single great 0all. Regardless o% t)e )istori*al re*ord4 )o0e-er4 in *ontem#orar+ C)ina4 t)e 8reat 5all is an i*on 0)i*) *onstitutes a %usion o% t)e aut)enti* and t)e mar1er %or .ot) C)inese and international tourists. As 6rr+ (*iting Baudrillard! states& @0)at 0e in*reasingl+ *onsume are signs or re#resentations. ... T)is 0orld o% sign and s#e*ta*le is one in 0)i*) t)ere is no originalit+4 onl+ 0)at E*o terms @tra-els in )+#er9realit+@ (1990&<5!. Eo0e-er4 6rr+ argues t)at sites 0)i*) )a-e .een made into attra*ti-e s#e*ta*les are not ne*essaril+ inaut)enti*4 .ut rat)er t)at t)ere is no one sim#le @aut)enti* re*onstru*tion o% )istor+@B instead t)ere are -arious 1inds o% inter#retation and reinter#retation 0it) t)eir o0n -alidit+ (1990&15:!. A -isit to t)e 8reat 5all4 in 0)ate-er %orm4 is an e?am#le o% Nur+anti@s Dindi-idual ,ourne+ o% sel%9dis*o-er+D *ou#led 0it)4 %or t)e C)inese4 a re9a%%irmation o% t)e C)inese9ness o% t)e #arti*i#ant o.ser-er. T)ailand re#resents an o##osite *ase to C)ina in t)e *onte?t o% its et)ni* minorities. /ts )ill tri.es li-e in strategi*all+ sensiti-e .order areas .ut 0)ereas t)e C)inese 8o-ernment )as a deli.erate #oli*+ o% engaging its minorities in -arious %orms o% tourism4 t)e gro0t) in )ill tri.e tourism )as de-elo#ed outside o%%i*ial T)ai 8o-ernment
'0

#lanning. T)e

T)ai

8o-ernment )as attem#ted militar+ inter-ention to assert its *ontrol in t)e #ast4 alt)oug) it no0 a##ears to a**e#t t)at tourism *ould #ro-ide t)e means .+ 0)i*) t)e )ill tri.e et)ni* grou#s *ould .e assimilated ("eardon and Earron 1992!. Eo0e-er4 it still demonstrates little interest in san*tioning4 #reser-ing or #romoting et)ni* *ultural di-ersit+. As 0it) t)e 8reat 5all4 )o0e-er4 it )as re*onstru*ted its #ast (ina**uratel+! 0it) t)e e?*a-ation and rema1ing o% t)e an*ient *a#ital o% A+utt)a+a and (more a**uratel+! (u1ot)ai4 originall+ %or %arang (%oreign! tourists4 .ut no0 ma1ing a signi%i*ant *ontri.ution to t)e T)ai #er*e#tion o% t)eir o0n nation4 identit+ and *ultural )istor+ (P)illi#s 1992!.

'1

TUORIST ATTRACTIONS OF ASIA

&9 SIBERIAN A(TAI

(out)ern (i.erian Altai

ountains

are mountains

o% 0estern

(i.eria

.iogeogra#)i* region. T)is region is t)e most *om#lete se2uen*e o% -egetation Aones in (i.eria4 .egun %rom t)e #asture4 %orest4 mi?ed %orest4 su.al#ine -egetation to al#ine -egetation. T)is site is also an im#ortant )a.itat %or rare animal s#e*ies li1e sno0 leo#ard. >rom t)e last *entur+4 tem#eratures in t)is area *ontinue to in*rease4 and resear*)ers t)at in t)e *oming de*ades 0ill t)reaten t)e uni2ue e*ologi*al s+stem.

'2

$9 CHERRAPUNJI

C)erra#un,i4 /ndia4 1290 %eet a.o-e sea le-el4 re*ei-es t)e ma,orit+ o% annual rain%all in t)e 0orld. But 9< #er*ent o% lo*al rain%all o**urs %rom ar*) to $*to.er e-er+ +ear4 and onl+ %our mont)s remaining4 0ill .e some0)at dr+ *limate. T)ere is no reser-oir to store rain 0ater in t)ere. Also to glo.al *limate *)ange re*entl+4 en-ironmental #ollution4 de%orestation and soil erosion4 lo*al residents do not e-en get enoug) 0ater to li-e in t)e dr+ season.

''

=9 TAJ MAHA( )INDIA/

T)is 0orld %amous stru*ture too1 22 +ears to *onstru*t and stands to t)is da+ as t)e testimon+ o% lo-e o% Em#eror ()a) =a)an to )is late 0i%e. T)is 0as .uilt during t)e 1;t) *entur+ and is *onsidered as one o% t)e (e-en 5onders o% t)e 5orld. 39 @ICTORIA PEA4 )HONG 4ONG/

Fi*toria #oint is t)e )ig)est #oint in t)e *it+ t)at rises to 14<90 %eet 0it)
'4

more t)an 9 million -isitors annuall+. T)e *it+ o% )ong 1ong is also )ome to t)e tem#le o% )ea-en and t)e %or.idden t)at also .rings in a .ig num.er o% tourists e-er+ +ear. '9 MA(DI@ES

T)e

aldi-es is an ar*)i#elago4 0)i*) *onsists o% 14200 islands in t)e /ndian

$*ean. T)e most 0ell 1no0n %or .eauti%ul s*ener+& 0)ite .ea*)es4 s0a+ing #alm trees4 *olor%ul *orals and a.undant suns)ine. <0 #er*ent o% t)e a-erage )eig)t o% t)e aldi-es is less t)an one meter. /% rising sea le-els *ontinue to *)ange t)e glo.al *limate4 t)is .eauti%ul #aradise mig)t disa##ear under t)e sea sooner or later.

'5

B9 BANG4O4

Bang1o14 *a#ital o% T)ailand4 lo*ated on t)e C)ao P)ra+a "elta. T)e *it+ is a *enter o% #oliti*s4 e*onom+4 *ulture and edu*ation %rom T)ailand. Bang1o1 #ositioned lo0 and al0a+s t)reatened .+ %looding during t)e rain+ season. /n addition4 geologi*al %ormations4 ur.aniAation and e?*essi-e e?#loitation o% ground 0ater 0)i*) #rodu*es ra#id destru*tion o% land in Bang1o1. /t is estimated t)at most o% t)e *it+ o% Bang1o1 0ill .e su.merged .elo0 sea le-el until t)e end o% t)is *entur+.

':

C9 4OMODO IS(AND

Gomodo /sland in /ndonesia is most %amous %or t)e *larit+ o% t)e sea and tro#i*al marine li%e is di-erse4 so .e t)e e**a o% di-ers around t)e 0orld. 5)at else is 1no0n on t)e island o% Gomodo is t)e 0orld@s largest liAard 9 t)e Gomodo. Rising sea le-els are alread+ t)reatening t)e e?isten*e o% *oastal mangro-e %orests and .ea*)es. ean0)ile4 a*idi%i*ation and *)anges in o*ean 0ater tem#eratures *an 1ill *oral around t)e island.

';

D9 HO44AIDO

T)ere are a.out 14200 Red9*ro0ned *ranes li-ing in t)e *it+ o% Gus)iro 5etland Eo11aido4 =a#an. /t is a #aradise %or rare .reeding .irds. large9s*ale )unting .+ )uman .eings and rising sea le-els4 t)e Gus)iro 0etlands redu*ed +ear on +ear. And )a.itat o% Red9*ro0ned *ranes are also mu*) redu*ed. :9 BORNEO

Galimantan (Borneo! /ndonesia is t)e t)ird largest island in t)e 0orld. A.out 50 #er*ent o% t)e island is *o-ered .+ #rimiti-e %orests. And a -ariet+ o% rare
'<

s#e*ies li-e in t)ese m+sterious tro#i*al %orests. Eo0e-er4 e?*essi-e logging4 oil #alm #lantation e?#ansion and *onstru*tion o% roads are *ausing s)rin1ing o% tro#i*al %orests. 8lo.al *limate *)ange also resulted in t)e e?tin*tion o% lo*al %lora and s#read o% malaria. Eig) tem#eratures and dr+ also in*reases t)e danger o% %orest %ires. &%9 MOUNT EOMO(ANGMA )MOUNT E@EREST/

ount Iomolangma is t)e )ig)est mountain on Eart) a.o-e sea le-el4 and t)e )ig)est #oint o% t)e eart). Farious 1inds o% endangered rare animals in)a.it )ere4 in*luding sno0 leo#ards4 #andas also li-e on t)e lo0er side and so on. (*ientists )a-e *laimed t)at a.out t0o9t)irds o% t)e gla*ier )as melted. elting gla*iers *ould lead to t)e e?#ansion o% gla*ial la1es t)at 0ould lead to se-eral natural disasters in*luding %loods and landslides

'9

TOURIST ARRI@A( IN ASIAN COUNTRIES Tourism )as emerged as one o% t)e leading ser-i*e industries t)at s#ur e*onomi* de-elo#ment. /t #ro-ides t)e outlines o% a .etter 0a+ o% li%e %or t)e #u.li*4 #romotes #eo#le9to9#eo#le di#loma*+4 and .rings -i.rant .usiness o##ortunities.

MAJOR OPERATIONS
@ISITOR ARRI@A(S TO TAI6AN IN $%&$ REACHED NE6 HEIGHTS Tai0an re*ei-ed a re*ord ;.'1 million -isitor arri-als in 20124 u# 20.1L %rom t)e #re-ious +ear. At 2.59 million4 -isitors %rom mainland C)ina *onstituted t)e largest grou# o% arri-als4 %ollo0ed .+ =a#anese -isitors at 1.4' million. $ut.ound tra-elers num.ered 10.24 million4 an in*rease o% :.<L o-er 2011. T)e greatest num.er o% out.ound tra-elers -isited mainland C)ina ('.14 million!4 %ollo0ed .+ Eong Gong (2.02 million!4 and =a#an (1.5: million!. OPro,e*t Fanguard %or E?*ellen*e in TourismP Creates Ne0 $##ortunities in Tourism OPro,e*t Fanguard %or E?*ellen*eP aims to *reate uni2ue regional *)ara*teristi*s %or ea*) o% t)e %i-e ma,or regions o% Tai0an (nort)ern4 *entral4 sout)ern4 and eastern Tai0an4 as 0ell as t)e o%%s)ore islands!. Pro,e*ts t)at )a-e .een *om#leted in*lude a Os1+0al1P on t)e Nort)ern Cross9/sland Eig)0a+4 t)e O8old CoastP in Eualien4 and ne0 lig)ting to add
40

to t)e e-ening atmos#)ere in Ginmen. T)e #rogram )as also )el#ed -arious *ities and *ounties in t)eir e%%orts to #romote ne0 international tourist attra*tions4 su*) as t)e Con%u*ius Tem#le Eistori*al Area o% Tai#ei Cit+ and t)e AmaAing ()ui,in,iu o% Ne0 Tai#ei Cit+. $t)er initiati-es o% t)e #rogram in*lude a .udget s)uttle .us ser-i*e4 a Tai0an Tourist ()uttle and *om.o ti*1ets (20 routes!4 d+nami* #oster sign.oards4 IR *ode tours4 and a tourist in%ormation data.an1. OPro,e*t Ge+stoneP sends to# tourism #ro%essionals o-erseas to e?*)ange e?#erien*es 0it) #ro%essionals %rom ot)er nationsB trains instru*tors and de-elo#s tea*)ing materialsB *ulti-ates #ersonnel %or #rodu*t design and #lanningB and *ontinues to assist t)e tourism industr+ in a##l+ing %or #re%erential loans to u#grade t)e 2ualit+ o% ser-i*e and in su.sidiAing interest #a+ments to en*ourage .usinesses to raise t)eir ser-i*e *a#a.ilities. OPro,e*t Pro#ellerP *alls %or t)e use o% a range o% *reati-e mar1eting met)ods to #romote Tai0an to t)e 0orld. /n addition4 in order to *onne*t Tai0an3s )otel s+stem to t)e 0orld4 t)e #rogram stri-es to assist t)e )otel industr+ in o.taining star9rating la.els. To )el# raise t)e 2ualit+ and *om#etiti-eness o% )ome sta+s4 t)e #rogram #romotes t)e sele*tion o% O)os#ita.le )ome sta+s.P T)e OTour Tai0an and E?#erien*e t)e CentennialP A*tion Plan Eas Eel#ed t)e Nation Eit Ne0 Re*ords in Tourist Arri-als /n anti*i#ation o% t)e R$C Centennial4 t)e Tourism Bureau im#lemented t)e OTour Tai0an and E?#erien*e t)e CentennialP a*tion #lan4 ma##ed out O100 Tour RoutesP and de-elo#ed t)e OPursuing t)e CentennialP #rogram. /t also s#onsored %our ma,or t)eme a*ti-ities to #romote t)e lantern %esti-al4 dining4 .i1ing4 and .at)ing in )ot s#rings. All its e%%orts 0ere aimed at #ro-iding
41

tourists 0it) )os#ita.le ser-i*es and mo-ing e?#erien*es and de-elo#ing Tai0an into a %riendl+ destination t)at trul+ OTou*)es Kour Eeart.P Creation o% a Tourism Brand t)at Tou*)es t)e Eeart o% t)e 5orld& OTai0an Q T)e Eeart o% AsiaP 0as used as a logo to en*ourage tourists %rom all o-er t)e 0orld to e?#erien*e t)e uni2uel+ mo-ing #leasure o% touring Tai0an. T)e OTime %or Tai0anP a*tion slogan 0as used to 0el*ome t)e ne0 era o% 10 million international tra-elers to -isit Tai0an.

MAJOR INITIATI@ES
/m#lementation o% OTime %or Tai0anP 20129201' tourism #romotion .ased on t)e *ore #rin*i#les o% sustaina.ilit+4 2ualit+4 %riendliness4 li%e4 and di-ersit+. "omesti*all+4 it 0ill ad-an*e .alan*ed regional e*onomi* and tourism de-elo#ment 0)ile o#timiAing 2ualit+ o% li%e and tra-el %or t)e nation3s #eo#le. /nternationall+4 it 0ill rein%or*e t)e .rand image o% Tai0an tourism4 dee#en t)e e?#erien*es o% %oreign tourists4 and .uild a tra-el en-ironment 0it) tourist sites in all lo*ations. /m#lementation o% OPro,e*t Fanguard %or E?*ellen*e in Tourism (20099 2014!P and OPro,e*t (ummit4P OPro,e*t Ge+stone4P and OPro,e*t Pro#ellerP aim to u#grade t)e 2ualit+ and image o% Tai0an tourism. /m#lementation o% t)e O edium9term Plan %or Constru*tion o% a,or Tourist (ites (201292015!P to %irml+ esta.lis) t)e dire*tions o% de-elo#ment %or national s*eni* areas 0it) a %o*us on t)e uni2ue %eatures o% di%%erent lo*alities4 to *arr+ out t)e #)ased re*onstru*tion o% re*reational and ser-i*e %a*ilities at ma,or tourist sites4 and to re9*reate t)e glor+ o% Tai0an3s tourist sites.
42

Promotion o% e*o9tourism and de-elo#ment o% 8reen /sland and 7ittle 7iu2iu as demonstration islands %or e*o9tourism4 *ontinued im#lementation o% .i1e0a+ reno-ation4 mar1eting o% t)e OEualien9Taitung (tring9o%9Pearls (#otlig)ts4P introdu*tion o% 7$EA( tour itineraries and large9s*ale international .i*+*ling *om#etitions4 and realiAation o% energ+ *onser-ation and *ar.on9%oot#rint9redu*ing OgreenP tourism. 4

ASIA CONTINUES TO BE THE DRI@ING FORCE IN G(OBA( TOURISM9

A**ording to t)e latest /TB 5orld Tra-el Trends Re#ort4 t)is +ear t)e num.er o% out.ound tri#s %rom Asia rose .+ se-en #er *ent4 due in #art to rising 0ages. Ket again4 t)e most %re2uent tra-elers *ame %rom C)ina and =a#an4 .ot) *ountries re#orting dou.le9digit gro0t) in out.ound tra-el. "uring t)e %irst si? mont)s o% t)is +ear t)e num.er o% out.ound tri#s %rom C)ina gre0 .+ 20 #er *ent. =a#an )as re*o-ered %rom t)e mar1et *olla#se %ollo0ing last +ear3s tsunami and during t)e %irst nine mont)s o% 2012 registered 1'.; #er *ent gro0t). $ut.ound tri#s %rom (out) Gorea in*reased .+ :.; #er *ent4 0)ile most mar1ets in (out) and (out)east Asia lost momentum. A**ordingl+4 /ndia4 T)ailand4 ala+sia and (inga#ore re#orted less t)an %i-e #er *ent gro0t). T)is +ear4 onl+ /ndonesia and t)e P)ili##ines 0ill e?*eed ten #er *ent gro0t). T)ese are t)e %indings o% t)e /TB 5orld Tra-el Trends Re#ort4
4'

0)i*) is *om#iled .+ /PG /nternational and *ommissioned .+ /TB Berlin. >i-e +ears ago esse Berlin laun*)ed /TB Asia in (inga#ore4 0)i*) sin*e

t)en )as esta.lis)ed itsel% as one o% t)e largest trade s)o0s %or t)e Asian tra-el industr+. T)is is 0)ere4 e-er+ +ear in $*to.er4 industr+ .u+ers4 su##liers4 ser-i*e #ro-iders and sellers gat)er to ma1e use o% net0or1ing and .usiness o##ortunities and to %ind out a.out ne0 trends at t)e *on-ention3s su##orting e-ents.

PEOP(E REMAIN 4EEN TO TRA@E(

T)e outloo1 %or most Asian mar1ets is #ositi-e4 so t)ere is good reason to .e o#timisti* a.out tourism ne?t +ear. $nl+ one9t)ird o% Asians said t)e glo.al %inan*ial *risis 0ould a%%e*t t)eir tra-el #lans4 0)ile t0o9t)irds said it )ad no im#a*t at all. Kear9on9+ear data s)o0s t)at Asia )as re*o-ered slig)tl+. 7ast +ear4 ': #er *ent said t)e re*ession 0ould in%luen*e t)eir tra-el #lans. T)is +ear t)at %igure is do0n .+ %our #er *ent. Ne?t +ear4 29 #er *ent o% Asians intend to tra-el more t)an in 201'4 0)ile onl+ 1: #er *ent aim to tra-el less. A little o-er 50 #er *ent said t)e+ 0ould underta1e t)e same amount o% tri#s. A**ordingl+4 t)e /TB 5orld Tra-el Trends Re#ort %ore*asts out.ound tra-el %rom Asia to gro0 .+ si? #er *ent.

44

BETTER OUT(OO4 FOR JAPAN

/n terms o% tourism4 =a#an )as largel+ re*o-ered %rom t)e e%%e*ts o% last +ear3s tsunami and re#orted strong gro0t) during t)e %irst )al% o% t)is +ear. Eo0e-er4 sin*e ne0s emerged o% its island dis#ute 0it) C)ina t)e momentum )as .een lost some0)at. Nonet)eless4 t)e =a#anese are still o#timisti* a.out t)eir tra-el #lans %or 201'. $nl+ 2< #er *ent said t)e %inan*ial *risis 0ould a%%e*t t)eir tra-el de*isions ne?t +ear4 *om#ared 0it) '' #er *ent in 2012. 21 #er *ent e?#e*t to tra-el more in 201'4 0)ile 54 #er *ent aim to underta1e t)e same amount o% tri#s. $-erall4 in 201' out.ound tra-el %rom =a#an is %ore*ast to gro0 .+ around t)ree #er *ent.

CHINAFS INF(UENCE REMAINS HIGH

C)ina )as also s)o0n itsel% to .e one o% Asia3s strongest mar1ets and its *itiAens3 tra-el intentions .ear t)is out. Total o% '< #er *ent (%our #er *ent more t)an in 2012! o% *)ina *itiAens #lan to tra-el more ne?t +ear. 49 #er *ent said t)e+ 0ould underta1e t)e same amount o% tri#s. As a result4 out.ound tra-el %rom C)ina is %ore*ast to gro0 .+ 12 #er *ent. B+ *ontrast4 (out) Gorean tra-el demand a##eared to tail o%% slig)tl+4 due in #art to de*lining *on%iden*e in #ur*)asing #o0er. T)us4 man+ (out) Goreans #re%er *)ea#er )olida+s in (out)east Asia. A similar trend )as emerged in Tai0an. B+ *ontrast4 t)e e*onomi* situation in Eong Gong
45

remains sta.le4 0it) tra-elers in*reasingl+ dis*o-ering ne0 destinations or re#eatedl+ -isiting t)e same ones in t)eir region. "r. artin Bu*14 dire*tor o% t)e Com#eten*e Center Tra-el & 7ogisti*s at

esse Berlin& O$-er t)e *oming +ears Asia 0ill *ontinue to .e one o% t)e main %or*es dri-ing international tourism. "es#ite t)e e*onomi* un*ertaint+ t)reatening ma,or mar1ets su*) as C)ina and ot)er *ountries in Nort)east Asia4 tra-elers %rom t)ose *ountries 0ill #la+ an im#ortant role in glo.al tourism.P 7aun*)ed .+ t)e *onsultan*+ /PG /nternational and s#onsored .+ /TB Berlin4 e-er+ +ear at t)e 5orld Tra-el t)e latest trends in international tourism. T)e re#ort is .ased on t)e assessments o% around 50 tourism e?#erts %rom '0 *ountries4 on a s#e*ial /PG /nternational trend anal+sis underta1en in ma,or sour*e mar1ets4 and on *ore data su##lied .+ t)e 5orld Tra-el onitor4 re*ogniAed as t)e largest *ontinuous sur-e+ o% glo.al tra-el trends in some :0 sour*e *ountries. T)e %indings re%le*t trends 0)i*) emerged during t)e %irst eig)t mont)s o% 2012. At t)e /TB Berlin Con-ention Rol% >reitag4 CE$ o% /PG /nternational4 0ill #resent t)e %indings %or t)e entire +ear4 as 0ell as t)e latest %ore*asts %or 201'. onitor >orum in Pisa4 tourism e?#erts and s*ientists %rom around t)e 0orld #resent *urrent statisti*s and

4:

CHAPTER-= ANA(YSIS < INTERPRETATION OF DATA

4;

FINDING < RESU(TS

4<

Tab+" =9&: In!"rna!i#na+ !#uris! arri-a+s in Asia an, a0i*i0 r"gi#n R"gi#n Nort)9 East Asia (out)9 East Asia $*eania (out) Asia T#!a+ M"an &::% 2:.4 21.5 5.2 '.2 'B9$ &39%' &::' 41.' 2<.< <.1 4.2 D$93 $%9B $%%% 5<.' ':.1 9.: :.1 &&%9& $C9' $%%' <5.9 4<.5 11 <.1 &'=9B =D93 $%&% 111.5 ;0 11.: 12 $%'9& 'C9= $%&& 115.< ;;.' 11.; 1'.4 $&D9& '39' $%&$ )>i++i# ns/ 122.< <4 12.1 14 $=$9: 'D9$

(our*e& 5orld Tourism $rganiAation (6N5T$! R

Fig9=9&

49

Obs"r-a!i#ns #* !h" ab#-" !ab+" ar" as *#++#Gs: T)e a.o-e ta.le s)o0s t)at in t)e last %e0 +ears t)e %oreign tourist arri-als in Asia and #a*i%i* region )as graduall+ in*reased. /nternational tourist arri-als are )ig)est in nort)9east Asia region 0)ere as in sout) Asia international tourist arri-als are lo0est. T)e total no. o% international tourist *ontinues to in*rease *onstantl+ in e-er+ region o% Asia and #a*i%i*.

T)e mean no. o% international tourist arri-als in Asia and #a*i%i* region in 1990 0as 14.05 million T)e mean no. o% international tourist arri-als in Asia and #a*i%i* region in 1995 0as 20.0: million T)e mean no. o% international tourist arri-als in Asia and #a*i%i* region in 2000 0as 2;.5 million T)e mean no. o% international tourist arri-als in Asia and #a*i%i* region in 2005 0as '<.4 million T)e mean no. o% international tourist arri-als in Asia and #a*i%i* region in 2010 0as 5;.' million T)e mean no. o% international tourist arri-als in Asia and #a*i%i* region in 2011 0as 54.5 million T)e mean no. o% international tourist arri-als in Asia and #a*i%i* region in 20120as 5<.2 million T)e total no. o% international tourist arri-als in Asia and #a*i%i* region 0as )ig)est in 2012 i.e. 2'2.9 million T)e total no. o% international tourist arri-als in Asia and #a*i%i* region 0as lo0est in 1990 i.e. 5:.2 million

50

Tab+" =9$: Inb#un, !#uris> arri-a+s5 G#r+, an, Asia a0i*i05 &::' !# $%&$ In!"rna!i#na+ !#uris! arri-a+s Y"ar 1995 199: 199; 199< 1999 2000 2001 2002 200' 2004 2005 200: 200; 200< 2009 2010 2011 2012 6#r+,
5'0 5:' 5<9 :05 :2; :;< :;< :9< :<9 ;:0 <05 <51 911 929 <94 952

Asia )@#+u>" in >i++i#ns/ <2 90 <9 <9 9< 110 115 124 112 14' 154 1:: 1<2 1<4 1<1 205 21< 2''

99: 10'5
51

M"an

CBB9&&

&3=

(our*e& 5orld Tourism $rganiAation (6N5T$! R

Fig9 =9$

Obs"r-a!i#ns #* !h" ab#-" !ab+" ar" as *#++#Gs: T)e a.o-e ta.le s)o0s s)are o% Asia tourism in 0orld and ma1es a *om#arison .et0een 0orld tourism and Asia tourism. Tourist arri-als )a-e graduall+ in*reased in .ot) 0orld and Asia. Asia tourism )olds a ma,or s)are in 0orld tourism and *ontinues to gro0.

52

 T)e mean no. o% international tourist arri-als in 0orld %rom 1995 to 2012 0as ;0:: million T)e mean no. o% international tourist arri-als in Asia %rom 1995 to 2012 0as 14' million T)e total no. o% international tourist arri-als in 0orld 0as )ig)est in 2012 i.e. 10'5 million T)e total no. o% international tourist arri-als in Asia 0as )ig)est in 2012 i.e. 2'' million T)e total no. o% international tourist arri-als in 0orld 0as lo0est in 1995 i.e. 5'0 million T)e total no. o% international tourist arri-als in Asia 0as lo0est in 1995 i.e. <2 million

Tab+" =9=: In!"rna!i#na+ !#uris! arri-a+s b. 0#un!r. #* ,"s!ina!i#n in Asia C#un!r. C)ina Eong Gong =a#an Re#u.li* o% Gorea a*ao &::' 20 5.' '.' '.< 4.2 $%%% '1.2 <.< 4.< 5.' 5.2 $%%' 4:.< 14.< :.; : 9 $%&% 55.; 20.1 <.: <.< 11.9 $%&& 5;.: 22.' :.2 9.< 12.9 $%&$ )>i++i#n s/ 5;.< 2'.< <.4 11.1 1'.:

5'

ongolia Tai0an Brunei Cam.odia /ndonesia ala+sia +anmar P)ili##ines (inga#ore T)ailand Fietnam Banglades) B)utan /ndia /ran aldi-es

0.1 2.; 0.5 0.2 4.' ;.5 0.1 1.< :.1 ; 1.4 0.15 0.005 2.1 0.5 0.'

0.1' '.< 0.9 0.5 5 10.2 0.2 2 : 9.: 2.1 0.2 0.00< 2.: 1.' 0.5

0.'< 5 0.1' 1.4 5.1 1:.4 0.2' 2.: ;.1 11.: '.5 2.1 0.014 4 1.9 0.4
54

0.45 5.: 0.21 2.5 ; 24.: 0.' '.5 9.2 15.9 5.05 0.' 0.0' 5.< 2.9 0.<

0.4: : 0.24 2.9 ;.:5 24.; 0.4 4 10.4 19.2 : 0.29 0.04 :.' '.' 0.9

0.4< ;.' 0.'1 '.: < 25 0.: 4.' 1'.5 22.' :.< 0.4 0.0: :.: '.5 1

Ne#al Pa1istan (ri 7an1a M"an

0.4 0.4 0.4 =

0.5 0.: 0.4 39$

0.4 0.< 0.55 B9&

0.: 0.9 0.; D

0.; 1 0.9 D9'

0.< 0.9 1 :9$

(our*e& 5orld Tourism $rganiAation (6N5T$! R

Fig9 =9=

Obs"r-a!i#ns #* !h" ab#-" !ab+" ar" as *#++#Gs: T)e a.o-e ta.le s)o0s t)at C)ina )as t)e largest s)are in Asia tourism and t)e total num.er o% tourist arri-als to Asia .+ *ountr+ o% destination *ontinues to in*rease *onstantl+.

55

 T)e mean no. o% international tourist arri-als .+ *ountr+ o% destination in Asia in 1995 0as ' million T)e mean no. o% international tourist arri-als .+ *ountr+ o% destination in Asia in 2000 0as 4.2 million T)e mean no. o% international tourist arri-als .+ *ountr+ o% destination in Asia in 2005 0as :.1 million T)e mean no. o% international tourist arri-als .+ *ountr+ o% destination in Asia in 2010 0as < million T)e mean no. o% international tourist arri-als .+ *ountr+ o% destination in Asia in 2011 0as <.2 million T)e mean no. o% international tourist arri-als .+ *ountr+ o% destination in Asia in 2012 0as 9.2 million T)e Asian *ountr+ 0it) )ig)est no. o% international tourist arri-als in 1995 0as C)ina i.e. 20 million T)e Asian *ountr+ 0it) lo0est no. o% international tourist arri-als in 1995 0as B)utan i.e. 0.005 million T)e Asian *ountr+ 0it) )ig)est no. o% international tourist arri-als in 2000 0as C)ina i.e. '1.2 million T)e Asian *ountr+ 0it) lo0est no. o% international tourist arri-als in 2000 0as B)utan i.e. 0.00< million T)e Asian *ountr+ 0it) )ig)est no. o% international tourist arri-als in 2005 0as C)ina i.e. 4:.< million T)e Asian *ountr+ 0it) lo0est no. o% international tourist arri-als in 2005 0as B)utan i.e. 0.014 million T)e Asian *ountr+ 0it) )ig)est no. o% international tourist arri-als in 2010 0as C)ina i.e. 55.; million

5:

 T)e Asian *ountr+ 0it) lo0est no. o% international tourist arri-als in 2010 0as B)utan i.e. 0.0' million T)e Asian *ountr+ 0it) )ig)est no. o% international tourist arri-als in 2011 0as C)ina i.e. 5;.: million T)e Asian *ountr+ 0it) lo0est no. o% international tourist arri-als in 2011 0as B)utan i.e. 0.04 million T)e Asian *ountr+ 0it) )ig)est no. o% international tourist arri-als in 2012 0as C)ina i.e. 5;.< million T)e Asian *ountr+ 0it) lo0est no. o% international tourist arri-als in 2012 0as B)utan i.e. 0.0: million

Tab+" =93: In!"rna!i#na+ T#uris> R"0"i !s b. 0#un!r. #* ,"s!ina!i#n in Asia C#un!r. C)ina Eong Gong =a#an Re#u.li* o% Gorea a*ao ongolia Tai0an &::' <';0 9:04 4<94 ::;0 '2'' '' '142 $%%% 1:2'1 590; '';' :<'4 '20< ': ';'< $%%' 2929: 10294 ::'0 5<0: ;:1< 1;; 49;; $%&% 45<14 22200 1'199 10'59 2;<05 244 <;21 $%&& )USH Mi++i#n/ 4<4:4 2;:<: 109:: 12'04 '<500 21< 110:5

5;

Brunei Cam.odia /ndonesia ala+sia +anmar P)ili##ines (inga#ore T)ailand Fietnam Banglades) B)utan /ndia /ran aldi-es Ne#al Pa1istan

1:; ;1 5229 5044 1:9 1141 ;:11 925; 5;0 25 5 25<2 205 211 2'2 5<2

1;4 '04 49;5 5011 1:2 215: 5142 ;4<9 900 50 10 '4:0 4:; '21 15< <1
5<

1<: <40 4522 <<4; :; 22:5 :211 95;: 2'00 ;0 19 ;49' ;91 <2: 1'2 1<2

191 11<0 :95; 1<2;: ;2 2:'0 141'' 20104 4450 <1 '5 141:0 2;0; 1;1' '44 '05

25; 1:1: ;99; 19599 2<1 '152 1;990 2;1<4 5:20 <; 4< 1;51< 2<;0 1<:< '<: '5<

(ri 7an1a M"an

':; $D:$9$'

24< $:=39D

429 3'B39C '

5;: :%&%9C

<'0 &%C%$9C

(our*e& 5orld Tourism $rganiAation (6N5T$! R

Fig9 =93

Obs"r-a!i#ns #* !h" ab#-" !ab+" ar" as *#++#Gs: T)e a.o-e ta.le s)o0s trends in international tourism re*ei#t .+ *ountr+ o% destination in Asia 0)i*) is in*reasing graduall+ %rom last %e0 +ears. C)ina
59

*ontinues to earn )ig)est %oreign e?*)ange earnings %rom tourism amongst all Asian *ountries. T)e mean no. o% /nternational Tourism Re*ei#ts .+ *ountr+ o% destination in Asia in 1995 0as 6(H 2<92.25 illion T)e mean no. o% /nternational Tourism Re*ei#ts .+ *ountr+ o% destination in Asia in 2000 0as 6(H 29'4.< illion T)e mean no. o% /nternational Tourism Re*ei#ts .+ *ountr+ o% destination in Asia in 2005 0as 6(H 45:4.;5 illion T)e mean no. o% /nternational Tourism Re*ei#ts .+ *ountr+ o% destination in Asia in 2010 0as 6(H 9010.; illion T)e mean no. o% /nternational Tourism Re*ei#ts .+ *ountr+ o% destination in Asia in 2011 0as 6(H 10;02.; illion T)e Asian *ountr+ 0it) )ig)est no. o% /nternational Tourism re*ei#t in 1995 0as C)ina i.e. 6(H <';0 illion T)e Asian *ountr+ 0it) lo0est no. o% /nternational Tourism Re*ei#t in 1995 0as B)utan i.e. 6(H 5 illion T)e Asian *ountr+ 0it) )ig)est no. o% /nternational Tourism Re*ei#t in 2000 0as C)ina i.e. 6(H 1:2'1 illion T)e Asian *ountr+ 0it) lo0est no. o% /nternational Tourism Re*ei#t in 2000 0as B)utan i.e. 6(H 10 illion T)e Asian *ountr+ 0it) )ig)est no. o% /nternational Tourism Re*ei#t in 2005 0as C)ina i.e. 6(H 2929: illion T)e Asian *ountr+ 0it) lo0est no. o% /nternational Tourism Re*ei#t in 2005 0as B)utan i.e. 6(H 19 illion T)e Asian *ountr+ 0it) )ig)est no. o% /nternational Tourism Re*ei#t in 2010 0as C)ina i.e. 6(H 45<14 illion
:0

 T)e Asian *ountr+ 0it) lo0est no. o% /nternational Tourism Re*ei#t in 2010 0as B)utan i.e. 6(H '5 illion T)e Asian *ountr+ 0it) )ig)est no. o% /nternational Tourism Re*ei#t in 2011 0as C)ina i.e. 6(H 4<4:4 illion T)e Asian *ountr+ 0it) lo0est no. o% /nternational Tourism Re*ei#t in 2011 0as B)utan i.e. 6(H 4< illion

Tab+" =9': In!"rna!i#na+ T#uris> EI "n,i!ur" b. 0#un!r. #* ,"s!ina!i#n in Asia C#un!r. C)ina Eong Gong =a#an Re#u.li* o% Gorea a*ao ongolia Cam.odia +anmar &::' '.; 10.5 4; ; 0.2 0.02 0.02 0.02 $%%% 1'.1 12.5 '1.9 ;.1 0.' 0.05 0.05 0.0' $%%' 21.< 1'.' 2;.' 15.4 0.: 0.2 0.1 0.0'5 $%&% 54.9 1;.5 2;.9 1<.< 1.2 0.' 0.25 0.05 $%&& )USH Bi++i#ns/ ;2.: 19.2 2;.2 19.5 1.' 0.4 0.' 0.1

:1

Tai0an /ndonesia ala+sia P)ili##ines (inga#ore T)ailand Banglades) /ndia /ran Ne#al Pa1istan (ri 7an1a M"an

;.9 2.2 2.; 0.: 4.; 4.< 0.2 1 0.' 0.2 0.; 0.' 39C

<.1 '.2 2.1 1.: 4.5 2.< 0.5 2.; 0.; 0.1 0.: 0.4 39B

<.; '.: '.; 1.' 10.1 '.< 0.4 :.2 '.; 0.2 2 0.: B9$

9.4 :.4 ;.9 '.4 1<.: 5.: 0.< 11.< 14.2 0.5 1.' 0.< &%

10.1 :.' 10.< '.: 21.1 5.; 0.;5 1'.2 15 0.4 1.< 0.9 &&9B

(our*e& 5orld Tourism $rganiAation (6N5T$! R

Fig9 =9'

:2

Obs"r-a!i#ns #* !h" ab#-" !ab+" ar" as *#++#Gs: T)e a.o-e ta.le s)o0s t)e amount o% e?#enditure in*urred .+ di%%erent *ountr+ o% destination in Asia on tourism. /t *ontinues to in*rease %rom +ear to +ear. C)ina *ontinues to earn )ig)est %oreign e?*)ange earnings %rom tourism amongst all Asian *ountries. C)ina Eong Gong and =a#an )a-e in-ested )ig)l+ on tourism amongst all Asian *ountries. T)e mean no. o% /nternational Tourism E?#enditure .+ *ountr+ o% destination in Asia in 1995 0as 6(H 4.; Billion T)e mean no. o% /nternational Tourism E?#enditure .+ *ountr+ o% destination in Asia in 2000 0as 6(H 4.:Billion T)e mean no. o% /nternational Tourism E?#enditure .+ *ountr+ o% destination in Asia in 2005 0as 6(H :.2 Billion T)e mean no. o% /nternational Tourism E?#enditure .+ *ountr+ o% destination in Asia in 2010 0as 6(H 10 Billion T)e mean no. o% /nternational Tourism E?#enditure .+ *ountr+ o% destination in Asia in 2011 0as 6(H 11.: Billion
:'

 T)e Asian *ountr+ 0it) )ig)est no. o% /nternational Tourism E?#enditure t in 1995 0as Eong Gong i.e. 6(H 10.5 Billion T)e Asian *ountr+ 0it) lo0est no. o% /nternational Tourism E?#enditure in 1995 0as +anmar i.e. 6(H 0.02 Billion T)e Asian *ountr+ 0it) )ig)est no. o% /nternational Tourism E?#enditure in 2000 0as =a#an i.e. 6(H '1.9 Billion T)e Asian *ountr+ 0it) lo0est no. o% /nternational Tourism E?#enditure in 2000 0as +anmar i.e. 6(H 0.0' Billion T)e Asian *ountr+ 0it) )ig)est no. o% /nternational Tourism E?#enditure t in 2005 0as =a#an i.e. 6(H 2;.' Billion T)e Asian *ountr+ 0it) lo0est no. o% /nternational Tourism E?#enditure in 2005 0as +anmar i.e. 6(H 0.0'5 Billion T)e Asian *ountr+ 0it) )ig)est no. o% /nternational Tourism E?#enditure in 2010 0as C)ina i.e. 6(H 54.9 Billion T)e Asian *ountr+ 0it) lo0est no. o% /nternational Tourism E?#enditure in 2010 0as +anmar i.e. 6(H 0.05 Billion T)e Asian *ountr+ 0it) )ig)est no. o% /nternational Tourism E?#enditure in 2011 0as C)ina i.e. 6(H ;2.: Billion T)e Asian *ountr+ 0it) lo0est no. o% /nternational Tourism E?#enditure in 2011 0as +anmar i.e. 6(H 0.1 Billion

:4

CHAPTER-3
:5

CONC(USION < RECOMMONDATATIONS

::

CONC(USION
Asia *ontinues to .e t)e 0orld e*onomi* #o0er)ouse. A**ording to t)e 6nited Nations4 .+ 20204 %our o% t)e largest ten e*onomies 0ill .e in Asia (C)ina4 /ndia4 =a#an and t)e Re#u.li* o% Gorea!. Asia 0ill also a**ount %or 12 o% t)e 22 mega *ities (ur.an *enters 0it) more t)an 10 million #eo#le! .+ t)e same +ear4. An im#ro-ed glo.al e*onomi* #er%orman*e4 %urt)er u#li%ts o% tra-el and -isa restri*tions in t)e region4 lo0er trans#ortation *osts4 and %a-oura.le e?*)ange rates all *ontri.uted to t)e strong re.ound in t)e region during t)e +ear 200:. Tra-el and tourism in Asia re*o-ered 0ell %rom t)e 0orld re*ession4 due to a *ontinued relian*e on intra9regional -isitors and domesti* tourism gro0t). 7o0 *ost *arriers are re-italising trans#ortation a*ross t)e region and international )otel *)ains are e?#anding d+nami*all+. C)ina and /ndia4 t)e region3s giants in terms o% #o#ulation and e*onomi* gro0t)4 are in*reasingl+ soug)t9a%ter sour*e *ountries4 as dis#osa.le in*omes rise and a gro0ing num.er o% *onsumers are 1een to tra-el. T)e glo.al tra-el and tourism industr+ is e?#e*ted to e?#and .+ more t)an : #er*ent t)is +ear. T)e most im#ortant se*tor o% gro0t) %or tra-el is in Asia. /n t)e ne?t *ou#le o% +ears4 2 out o% 5 international tra-elers 0ill .e Asian. B+ 202'4 C)ina 0ill o-erta1e t)e 6nited (tates to .e*ome t)e 0orld3s largest tra-el and tourism e*onom+.
:;

RECOMMENDATIONS
/n-estors are %lo*1ing to Asia loo1ing %or o##ortunities and its little 0onder 0)+ 0)en +ou *onsider t)e num.ers .e)ind t)e region3s gro0t). T)e Asian "e-elo#ment Ban1 #ro,e*ts t)at Asia 0ill a**ount %or )al% o% glo.al 8"P .+ 20504 0)ile studies *ondu*ted .+ .an1s su*) as "B( )a-e #ro,e*ted t)at Asia9103s 8"P 0ill .e 6(H22.4 trillion .+ 20204 6(H11.5 trillion larger t)at it is toda+. Aside %rom t)e e*onomi* gro0t)4 .etter airline *onne*ti-it+ and a gro0ing middle9*lass are *ontri.uting to a .oom in tourism in-estments in Asia. A**ording to t)e Tra-el & Tourism3s E*onomi* /m#a*t Resear*)4 glo.al tra-el and tourism *ontri.ution to dire*t 8"P in 201' is %ore*ast to gro0 .+ '.1L. 7onger9term #ros#e*ts are e-en more #ositi-e 0it) annual gro0t) %ore*ast to .e 4.4L o-er t)e ne?t ten +ears to 2022. T)e surge in sales a*ti-it+ is indi*ati-e o% #ositi-e mar1et sentiment and Asia3s s)are o% glo.al tra-el and tourism in-estment )as .een gro0ing ra#idl+ in im#ortan*e. A glo.al *om#arison re-eals t)at t)e gro0t) o% Tra-el & Tourism3s *ontri.ution to 8"P in 201' 0ill .e t)e )ig)est in Asia4 e?*eeding t)e 0orld a-erage o% 4.4L and out#a*ing e-en ot)er %ast9gro0ing mar1ets li1e 7atin Ameri*a and t)e iddle East.

(ustaina.le tourism is a 1e+ e*onomi* dri-er %or t)e Asia9Pa*i%i* region4 *reating ,o.s and #romoting in-estment and de-elo#ment.
:<

Belo0 are s#>" sugg"s!i#ns to )el# #romote gro0t) in tra-el and tourism in t)e region9 /t is 0idel+ re*ognised t)at a .urgeoning middle *lass #o#ulation and )ig)er dis#osa.le in*omes )a-e *ontri.uted to t)e gro0t) o% domesti* and regional tra-el in t)e Asia Pa*i%i*. T)ere%ore Asian e*onomies s)ould start in*reasingl+ garnering in-estor attention 0it) t)eir gro0t) o##ortunities generated .+ t)e rise o% t)e middle9*lass alone. (in*e in-estment de*isions are largel+ de#endent on in%rastru*ture readiness4 destinations in Asia s)ould .egin in-esting in t)e de-elo#ment o% tourism in%rastru*ture and *on*e#ts to ensure t)at t)eir in%rastru*ture o%%ers a user9%riendl+ and e%%i*ient gate0a+ %or -isitors. /nternal in-estment is .eing su##orted .+ glo.al in-estment in Asia4 #arti*ularl+ in t)e )os#italit+ se*tor. /n-estments #ro-ide t)e region a mu*) needed .oost on t)e in%rastru*ture %ront and are e?#e*ted to a*t as a *atal+st to unlo*1 Asia3s #otential as a ma,or gro0t) mar1et %or t)e *ruise industr+. T)us4 t)ere is a strong need o% in-estment 0it)in *ountries to %a*ilitate mar1et %or tourism. T)ere is a need to .uild ne0 air#orts4 )otels and terminals %or *ruise liners to *ater %or t)e gro0ing demand t)roug)out t)e region. /m#ro-ing -isa #oli*ies and %a*ilitating -isa #ro*esses s)ould .e t)e #riorit+ %or Asian *ountries in order to in*rease -isitor num.ers4 re*ei#ts and t)ere%ore 8"P and ,o.s. (te#s are needed to .e ta1en to ensure im#ro-ed sa%et+ and se*urit+ s+stem %or t)e tourists in t)e *ountries4 so as to ma1e t)em %eel more se*ure in t)e region.

:9

BIB(IOGRAPHY

000.google.*om 000.as1.*om )tt#&CC000.euromonitor.*omCasia9tra-el9and9tourism9#romise9o%9long9term9 gro0t)Cre#ort )tt#&CC000.asia.et)ere.*omC )tt#&CC000.2uandl.*omCso*iet+Cinternational9tourism9arri-als9all9*ountries )tt#&CC000.unes*a#.orgCstatCdataCs+.2011Ci-9*onne*ti-it+Ctourism.as# )tt#&CC000.asiaod+sse+.*omC.logC201'C10Cin%ogra#)i*9o%9tourist9statisti*s9 to9ea*)9asian9*ountr+C )tt#&CC000.#ata.orgC#ressC#ata9asia9#a*i%i*9tourism9arri-als9u#9:

;0