CHAPTER I 1

LITERATURE REVIEW
After furnishing a general introductiori, an at t empt is made in this
chapt er t o review t he literature on t he subject.
2. 1 Research Studi es on Tourism
Javai d Akhtar ( 1988) of Aligarh Muslim University in his st udy' ;
"Accounting for t he travel agent s and t our operat ors - An appr oach t o
Effective Management ", opi ned t hat "bet t er co-ordi nat ed management
system will be applicable t o tourism industry t hat will r e s ~ l t i n overall
improvement in industry".
Batra K. L. (1990) in his study on "Tourism rn Kajasthan - probl ems,
potential a nd fut ure prospect^"'^ concludecl that there were vijrious snags,
i mpedi ment s and obst acl es in t he promot i on of tourism i l l [ he state of
Rajasthan in particular and India i n general . son112 of which were inbuilt in
nature and s ome were created by those who were torally undware of the
benefits of tourism. He strongly recommends that "tourist11 activity in
Rajasthan must be taken as a dynalnic tool i n uplifting the social status of
our society. For this, one suggestion can be given t hat t het e should be
frequent get-together of our local people with the foreign tourists s o that
l 7 Javai d Akhtar ; Tourism Management in lndic : Ashis11 Pub1ishit:g
House, New Delhi ( 1988) p.157.
l8 Batra K.L. ; ( 1990) op. ci t . p. 133.
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s ome of our age old rotten social barriers and ort hodox systems can be
broken" . I 9
Sudheer S.V. ( 1992) in his thesis presented to University of Kerala on
t he topic "Tourism in Kerala-problems and prcspects" highlighted the lack
of professi onal i sm a mong t he staff functio:iing in t he Depar t ment of
tourism.
J os Kandathil (1994) of t he Department oi Appl ~ed Econom~cs , Cochin
University of Sci ence and Technology (CUSAT) conciucted a study on the
"Economics of tourism industry in Kerala with special reference t o Beach
Tourism". His dissertation stressed only the ecorioinic aspect s of tourism,
influence of multiplier concept and tourism allocation under five year plans.
Raju Gregory (1994) in his M. Phi l dissertation submitted at CUSAT
made a n at t empt to study the tourism potentia! of Cochi n. - '
Bijender K.Punia (1994) of Kurukshetra University in his studyz1 on
"Probl ems a nd prospect s of tourism i n Haryal-la" has st at ed t hat "t he
potential of tourism devel opment in any ai-ea. region, state or country
mainly depends on t he availability of unique and varied tourist resources.
But at t he s ame time, t he facilities ancl services too have very important
bearing on t he overall tourism devel opment prospects of a place or region
Such el ement s like cl i mat e, seasonal i t y, accessibility, at t i t ude of host
popul at i on, availability of manpower resources and t he planning expertise
l9 K.L. Batra ; (1990) op.cit. p.138-139.
20 Raju Gregory ; M.Phil Dissertation Tourism in Cochin : Dept of
Applied Economics, CUSAT (December, 1994).
Bijender K. Punia ; Tourism Management - Prohlerns and Prospects ;
Ashish Publishing House, New Delhi (1994) p 169
that, have vital role t o play in this context". t l e suggested that "close
co-ordination between private and public sector tourism organisations at
different levels is t he key to success in tourisni clevelopment where state
depart ment of tourism must play a central role":'
Vi j ayakumar B. (1995) of t he Depar t ment of Fut ures St udi es ,
University of Kerala, Thiruvananthapuram i n his research thesis on the topic
"Sust ai nabl e Devel opment of Eco-t ouri sm in Kerala, comment ed that
"eco- t our i sm i mpl i es a n enj oyment ot ~ i a t u r e ' s bount y a s well a s
understanding t he culture and natural history of the envi ronment ". His
thesis mainly stressed the promotion of eco-tourism in Kerala as i t cares the
conservation of t he eco-system, while respecting the envi ronment .
Kamalakshy M.V. (1996) in her thesis "Hotel industry in Kerala with
special reference t o tourism" discloses her finding as "t he majority of
tourists revealed that the majority of them are visiting Kerala for the first
time and that t oo out of their own curiosity".
Tourist gui dance facilities tourist i nforrnat l c~n cent r es. t r anspor t
facilities and various facilities in a hotel rernairi :nucli below the average
satisfaction of the
Joseph Antony G. ( 1997) conducted a case sttidy on "the role of KTDC
in t he promot i on of t ouri sm". 24 He highlighted how Kerala Tourism
Development Corporat i on could contribute to the devel opment of tourism
22 Bjjender K. Punia ; (1994) Ibid. p.181.
23 Kamalakshy M.V. ; Ph.D thesis, Cochin Universi!;, of Scicncc and Technology
(1996) pp.392, 393.
24 Joseph Antony G. ; Ph.D Thesis ; The Role of KTDC in the Promotion of Tourism
Department of Commerce, University of Kerala (1997)
in t he st at e and he has made an eval uat ~o~r of 1 1 5 wor k~ny
Ajithkumar M.K.. ( 1998) , Dept , of Applied Economics, CUSAT in his
studyz5 concluded that demographi c profiles and lifestyle characteristics of
forei gn t ouri st s affect t hei r spendi ng pat t er ns in Indi a a n d Keral a.
According t o him, two motivating factors for the tourists to visit India are: -
(i)
To see heritage and culture; arid
( i i )
To go for a mount ai n holiday.
Sanitar S. ( 1999) of Kerala Forest Research Institute, Peechi,
led a
project studyZ6 stressed suitable amendment to the wildlife protection Act,
1972 especi al l y l i ber al i sat i on of Pr ot ect ed Ar ea Ma na ge me nt for
promot i ng wildlife t ouri sm.
The report further sai d t hat money from
eco-tourism should be utilised to:-
- devel op and maintain areas where funds are generat ed:
- promot e conservation;
- conduct envi ronment educat i on; and
- collect, monitor and evaluate eco-toul.ism developmelit
Muraleedhara Menon K. (1999) i n iiis thesis "Tourism l nanagement
and administrative problems in K e ~ a l a ' ' ~ ~ recommends setting up of a new
model organisation f or Kerala known as, Kerala Tourism Board (KTB) for
promoting tourism. He recommends a full-time Chai rman for KTB and
25 Ajith Kumar M.K. ; Ph.D Thesis ; "Psychographic and 1)emographic Profiles oj Foreign
Tourists Visiting Kerala With Special Reference to Spending Patterns" CUSAT (August 1998).
26 Sankar S. ; Project study "Environmental Impact Assessment of the Ti~enmala Eco
Tourism Development Project" ; KFRI, Peechi 11999).
'' Muraleedhara Menon K. ; Tourism Management in India ; Printwell Publishers &
Distributors, Jaipur(1999).
-16-
segregation of t he hospitality section from tile Tourism depart ment . He
further suggests complete aut onomy to KTB with full adlniilistrative and
financial powers a nd with full-time and part-iimc members not exceeding
eleven. Although, some of his suggestions are uort h :onsidering. they relate
to only t he administrative aspects of tourism
2.2 Ref erences from Books and pe r i odi c a l s
Ma ne e t Kumar ' s book (1981) "Tour i sm Toda y - A n I ndi an
p e r s p e ~ t i v e " ~ ~ tells "effective management of t ouri sn~ will involve a range
of t echni ques i ncl udi ng mar ket i ng a n d pi ~bl i ci t y, i nf or mat i on a nd
interpretation as well as planning control and traffic management (English
Tourist Board, 1981-82). This means tourism involves peopl e, places and
planning a facility in harmony with its envi ro~~. rnent s".
Philip Kotler (1982) who aut hored the book "[':I:-lciples of inarketingn2"
defines a 'service' as" any activity or benefit that a ne party can offer to
anot her t hat is essentially intangible and does not resuit in t he ownershi p of
anything. Its production may or may not be t ~ c d to a physicill product ".
Tourism bei ng a hospitality industry has all t he f eat ur es of a servi ce
industry.
Mathieson A a nd Wall G in their book "Tourism - Economi c, physical
and social impacts" describe30 "the study of tourism is t he study of peopl e
away from their usual habitat of the establishment which respond to the
Maneet Kumar ; Tourism Today - An lndiarl Perspeciiue ; Kani shi i a
Publishing House, Delhi (1981) p. 12.
29Philip Kotler ; Principles of Marketing ; Prentlce Hail a nd Engle ;sood
Cliff (1982) p. 264.
30Mathieson A and Wall G ; Tourism - Economic, Ph!isicli/ and Soci!l/
Impacts ; Longman, New York (1982) p. 6.
-17.
requirements of t he travellers and of llie iiiipacts that t he5 have on tile
economi c, physical and social well-being of their hosts. i r i ~i vol ves tile
mot i vat i ons a nd exper i ence of t he t our ~s t s , t be e x p e c t ~i t ~o n s of a nd
adjustments made by residents of the reception areas and then roles played
by t he numerous agencies and institutiorls whicli ~nt er cede bet ween t hem.
They consider tourism as a ' consumer product ' and hence an economi c
activity having social and physical impacts".
WTO workshop on environmental aspects of tourism held in Madrid,
1983 affirmed t hat "the protection, enhancement and i mprovement of the
vari ous component s of man' s envi ronment are among t he fundament al
conditions for t he harmoni ous devel opment of t o u r i ~ r n . ~ '
Bhatia A. K. (1983) i n anot her book 'TourLsm Development' " makes a
de t a i l e d c ove r a ge of t our i s m ps ! ~i ho! ogy, ~not i vi l t i , ; ~i f or t r avel ,
organisation of tourism, measurement , planning & devel opment , tourism
marketing and promotions and economic and social significance o f t ourism.
Roger Cart er (1990), Director, Heart of England Tour ~st Board has
written in his foreword t hat "maj or ciiaile~ige for t he ne:\t decade is to
recruit, retain and train t he staffing necessity to deliver quality of service, to
set asi de t he quality of facility, educat i on and training have a vital role to
play".33
31 Suhita Chopra ; Tourism And Development in indin ; Ashish publ~ciiing
House, New-Delhi (1991).
32 Bhatia A.K. ; Tourism Development ; Sterling Publishers (P) Ltd., NCLV Delhi
(1983).
33 Roger Carter ; Tourism - Exercises and Actiuilies , (Ed. ! Jeff Carper:~~?l:
Publishers, Hodder & Sloughton, London. 11990) p. Foreword
Sha r ma K. K. (1991) in his book "Tour.sm !n Indi a"' ; advi ses t o
improve the hospitality services associated with tourism as "For the healthy
devel opment of tourism in a country like India, ' a land of contrasts' , i t is
desirable for t he government to provi de facilities for training in hotel
management, tourism and travel agency work Great emphasis must be laid
on linguistic efficiency in the major langcages of Europe"
Shar ma K.K. ( 1991) , Editor "New Dimensions in Tourism and Hotel
Industry" Vol I , I1 and discusses wide range '01 tourism subjects such as
chartered flights, ocean cruise by tourist ships, resort management , tour
operat i on, health tourism, time sharing holiday hor.>es, industry st andards
etc
Bhatia A.K. (1991) in his book I' Internatiorai ~Touris;n"'." reveals that:
"like any ot her industry, the tourist industry is also subject to rigours like
planning, marketing and promotion. Marketing asi;umes a rather special
significance because of the competitive nature of t hc tourist industry. The
ne e d for t r ai ned ma npowe r in t he t ouri sm sect or assul l i es a gr eat
importance to maintain high professional st andari i s" He describes tourism
a great economi c and social force. "The rapici trdnsition and the swift
developments that ar e occuring not only in the techliology bb: also in the
social structures and relations, in customs and i n beiiavioural patterns will
34 Sharrna K.K. ; Tourism In India ; Classic Publishing House, Jaipur. (l9i)l) p.31.
35 Sharma K.K. ; New Dimensions in Tourism and Hotel Industry : Sarup Sr Sons, New
Delhi (1998).
36 Bhatia A.K. ; (1991) op.cit. p. IX.
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have profound effects on the travel and tourism in years to come" he
About tourism planning, Veera Seltharan (19')3)36 says "Tourism is a
multi-sectoral activity and planning for i t is compl ~cat ed and include both
physi cal a nd i nst i t ut i onal el ement s. The cur r ent t ouri sm pl anni ng
e mpha s i s e s a n i nt egr at ed a n d c ompr e he ns i ve a p p r o a c h t o meet
d e v e l o p me n t obj ect i ves wi t hout ge ne r a t i ng s oc i o- e c onomi c a n d
environmental hazards"
Chris Cooper , J ohn Fletcher, Davi d Gilbert a nd St ephen Wanhill
(1993)39 have produced a book on"Tourisn1-principles anti practice" which
t hrows much light on demand for t ouri sm, tourist des t ~nat i on, role of
government organisation, and marketing for tourism. The disclosure with
respect to carrying capacity, socio-cultural and envi ron~: l ent al impacts,
marketing for tourism, tourism devel opment planning et c. , are very much
informative
Clare A. Gunn (1994) in his book on "Tourism planning - Basics,
concepts, casesV4O opines that "both a regional plan and a continuous
regi onal pl anni ng process ar e needed i f tour!sm is t o be devel oped
properly. A specific plan renewed periodically can docurnent strengths,
weaknesses and desired action at the macro scale. However, because both
markets and supply side devel opment are dynamic, such plans must be
Bhatia A.K. ; (1991) Ibid. p.469.
Veerasekharan R. ; "Signi/icance of Tourisrr~ i i ~ lndic" : The Soutl~ern Economist
Vo1.32, No.9 (Sept 1, 1993).
39 Chris Cooper et.al ; Tourism - Principles and Practice ; ELBS wit11 Pitman (1993).
Clare A. Gunn ; Tourism Planning - Basics, Concepts, Cases ; Taylor &
Francis, Washington DC. (1994) p.156.
a c c o mp a n i e d by ongoi ng pl anni ng f r om all publ i c z i ~ d pr i vat e
decision- makers". Gordon D. Taylor states that: "C;rowtti i l l the number
of tourists and the amount of their expenditure cannot be the sole objective
of tourism. A far better criterion would be :he number of tour!its the area
can support at a high level of satisfaction. at a profita'sle level of operation
and with improvement in the quality of envi ronment , over a set of time
p e r i ~ d " . ~ '
Another outstanding book titled "Tourlsrn Dimensions"" is brought
out by Tewari S.P. (1994). The boo]< presents a comprehensive survey of
modern tourism. I t seeks t o establish that the scope for furthe) growth and
expansion of tourism, both domestic and international, is immense which
necessitates its integrated planning, developnlent and inanagerncnt, Instead
of treating tourism solely as an ' industry' t he book scel<s to lay c~nphasi s 011
recognising it as a human activity in the lig:it of the Manila Declaration on
world tourism.
Puri G.K. (1994) in his book on "Trave! and Toui-~sm for ;:!I" expl a~ns
the business of travel and tourism, tourist places in India and 11- :he h ~ r l d . ~ ~
Dennis L.Foster (1994)" opi nes that "Travel is an industry travel is a
career, and travel is a discipline". Kunal Chattopadhyay (1995) 111 his book45
~ -
41 Clare A. Gunn ; (1994) [bid. p.Foreword by Gordon D. Tay!or.
4Z
Tewari S.P. ; (1994) op.cit.
43
Puri G.K. ; Travel & Tourism For All ; IIMS, New Del!ii(l994-95,
44
Dennis L. Foster ; An Introduction to Trove! & Tourisni ; Mc (;raw Hill
Book Company, Singapore(l994) p. 12.
45 Kunal Chattopadhyay ; Economic Impact oj Tourism Cleueiopment :
Kanishka Publishers, Delhi (1995) p. 19.
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gives a chart of tourists classifying :hem into recreational tourists and
motivated tourists. Recreational tourists are d~videcl into Resort tourists and
Wander l ust t ouri st s. Mot i vat ed t ouri st s compr i se busi ness t ouri st s,
pilgrimage tourists, office tourists, study tourists, cultural toulists, health
tourists, games/sports tourists, ethnic toul.ists, s oc a i tourists. ctc.
Vaidyanathan K.R. ( 1994) 46 "Temples And L.egends of Kerala" makes
a detailed exposure of temples and legends of Kerala, fi e writes " And
t he fervorous imagination of passionate saint^. poets and people"; as Mulk
Raj Anand Put it "created i3 rich heritage of u:iique tenililes, built like
domestic houses with ampl e courtyards and tiied conical roofs"
The accompanyi ng ritualistic arts of dance tlrdma such as Kathakali,
Kurut hi yat t om, Mohi ni yat t om a nd t he folk sryles like I' heyyam a nd
Ottamthullal were rehearsed generat ~ori after g e n e i ~ ~ t ~ o n '1 he walls of the
shrines were painted in large scale a dun~br a t ~ons of t he legends of t he gods
in vivid colours t o offset the greens of the earth.17
Gupt a I.C. and Sushama Kasbekar (1995)" write on the features,
classification and motivational factors associated with tourisln products in
their work "Tourism Products of India"
St ephen E Witt and Luiz Moutinho (1995)4%claims "Public sector
46 Vaidyanathan K.R. ; Temple and Legends of Keraio : Bhixatiya Vi dj a
Bhavan,
Bombay (1994) p.9-10.
" "Splendours of Kerala" ; By Marg Publications, as quoted in Vaidyanathan K.R.
(1994) Ibid. p.10.
Gupta I.C. and Susharna Kasbekar ; Tourism Products 01 India ; G A
Publications, Indore (1995).
49Stephen E Witt and Luiz Moutinho : Tourism Marketing and Management Hand Book
; Prentice Hail, London (1995) p.3.
-32-
intervention is necessary to insure that the associated benef ~l s of tourism
ar e maximised and any potential problems are m~ni mi sed for the benefit of
the economy, society, environment as well as for long term interest of the
tourism industry itself". The book also deals witk tourism management .
tourism marketing and analytical methods applied to tourisni.
Carson L.Jenkins (1995)i n his article titled "Tourisin i n third world
devel opment -Fact or Fiction"" in t he book Tour; st , ~ Manugernent - A
Global Perspectiue, pointed out that "Tourism is a service ~ndust r y and
service depends on peopl e. Tourism is relatively l abour iiitensive. This is
of particular importance in the developing world where empl oyment needs
are paramount ".
In the introductory chapter of the book " l t ~t e r n~i t ~ona i tourism"51 the
aut hors Francois Vellas and Lionel Becherel (1995) reveal the global role
of tourism as "According to WTO, annual exgenditure on tourism world wide
is mor e t han 2000 billion US $ of which 324 billion is at t ri but ed t o
international tourism. In 1994 tourism account ed [or 12per cent of the
worl d' s GNP. It is responsi bl e for sel . ~cn per cetnt o f gl obal capi t al
expenditure and employs more than 100 r,?ilIio!i people wor!dwide".
Sat yender Si ngh Malik ( 1 9 9 7 ) i n his book "Et hi cai , legal and
regulatory aspects of tourism businessns discloses the industl-y st andards,
50 Batra G.S. & Chawla A. S. ; (Eds.) Touris~~i Monogement - A Globai
Perspectiue ; Deep Deep Publications, New Delhi (1995) p.87
Francois Vellas and Lionel Becherel ; Internotional To~irism : Macmi l l an
Press Ltd., London (1995).
52Malik S.S. ; Ethical, Legai & Regulatory As,nects of Tourism Busrness,
Rahul Publishing House, Delhi (1997).
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legal environment regulatory laws for tourist hospitality services and law
relating t o subsidiary tourism products. He opi nes. "what we expect from
laws and legislations regarding tourism is the 07tirnisation of benefits of
tourism t o t he society, reducing to the extent of negligible the bad impacts
of tourism which play havoc with culture, social relations, wildlife and
environment. The Laws which ai m t o achieve sustainability in tourism and
t o preserve the joyful things of Life for furure generations to come as a Legacy
of our common cultural heritage, are beneficial and vitai".""
Pran ~ a t h Set h' s book ( 1907) Successful tourism rnanayernent" is a
di st i ngui shed work which cont ai ns chapt ers l i k ~ ' i mpact of t ouri sm' .
' planning and devel opment of tourisrr.'. t ouri sm at-id the state' and other
critical issues on
tourism. An interesting aspect of these chapters is that
necessary comparison is made with other tourist countries ot the world and
thus an overview of global tourism is illustrated. He comment s further that
"Destination India - a land of ail seasons and for all reasons"
Bhatia A.K. ( 1997) in the preface of his book writes: "by the year
2005, the WTTC stated that there will be 338 million people working in
tourism related fields. There were 212::~illioii jobs in 1519.5 with a gross
out put of about $ 3.4 trillion . This may reach upto $7.2 trillion by the
year 2005. In 1995, travel and tourism contributed about 655 billion
dollars in taxes and this is likely to grow to 1. 4 trillion dollars by t he year
2005".55
~p -
53 Malik S.S. ; (1997) Ibid. p.X-XI.
54 Pran Nath Seth ; (1997) op.cit. p.329.
55 Bhatia A.K. ; Preface of the book Tourism Mo~l agement and Marketirly : Sterling
Publishers (P) Ltd., New Delhi (1997).
-24-
Les Lumsdon (1997) in his book Tourism marketing" discloses a circular
tourism marketing envi ronment as given bel o~v :
Ma r ke t j Tr avel -+ De s t i na t i on j Mar ket i ng.
According t o him, "Tourism marketing is t he managerial process of
ant i ci pat i ng a n d sat i sfyi ng existing a nd pot ent i al visitol- want s mor e
effectively t han competitive suppliers or destinations. The mdrlagernent of
exchange is driven by profit, community gain or bot h; either way long-term
success depends o n a sat i sfact ory i nt eract i on be r he e n cust omer a nd
supplier. It also means securing environmental and societal needs as well
as core consumer satisfaction. They can no longer be regarded as n~ut ual l y
exclusive".
Mohammed Zulfikar (1998) in his book "Introduction to Tourism and
Hotel i ndu~t r y"~' makes a deep insight into the ' tourism scenal-io i n India' ,
'tourism under five year plans and impacts o' tourism' Much explanation is
devot ed t o hotel industry and current innovations in hotel industry.
Krishna R.R. and Govi ndaswamy M. (1998) in their article ' Marketing
in T o u r i ~ r n ' ~ ~ stressed tourism marketing d ~ i d statecl t hat ' mar ket i ng in
tourism means systematic and co-ordi nat ed execution of business policy by
tourist undert aki ngs whet her private or st at e owned at l ocal , regi onal ,
national or international level to achieve t he optional satisfaction of t he
56 Les Lumisdon ; Tourism Marketing ; International Thornson Business
Press, London (1997).
57 Mohammed Zulfikar ; Introduction to Tourism & Hotel Industry ,
Vikas Publishing House (Pvt.) Ltd., New Delhi (1998).
58Krishna R. R. and Govinda Swamy M. ; "Murkefing in Tourism" ,
Southern
Economist Vo1.37. No.3 (March 15, 19983 p. 10-12
- 25-
needs of identifiable consumer groups and i n doi ng s o to achi eve an
appropri at e return".
In tourism, innovation and ideas are vital for success. Allan Afuah (1998)59 in
his book "Innovation Management - strategies, inlplementation and profits"
mentions that "innovation is the use of neiv kllowledge to offer a new product or
service that customers want. It is invention plus commercialisation". I t again means
"the obligation of ideas that are new to the adopting organisation".
Indian Commerce Bulletin, Vol.2. August 1998, cont ai ns fourteen
topics on tourism. Aparajeeta Borkakoty and Nayan Barua 1,1998)~~ in their
presentation made in the book titled "Tourism Potentialities in t he North
East, - Some implications from marketing viewpoint" give the following
suggestions:-
(a)
There should be a cost-benefit analysis of the future projects designed
t o uplift tourism in North-East. Only feasible projects should be
accept ed.
(b)
Tourism should not be considered in isoiation of environmental
factors and ecological bal ance.
(c)
Marketing of tourism is possible ~vi i h market research conducted by
rated compani es.
(d)
The focal points of tourism like attraction, accommodat i on and
transport should be simultaneously devel oped.
59 Allan Aiuah ; Innovation Management - Strategies, lmpiernentotio~~
and Profits ; Oxford University Press(1998) p. 13.
60 Aparajeeta Borkakoty and Nayan Barua ; "Tourisn~ Potentialities in
the North East, Some Implications From Marketing Viewpoin!"; Indian
Commerce Bulletin Vo1.2, No.2 ( Aug 1998) p.24-29.
-26-
(e)
Tourism fund allocated in state plan should be increased to generate
additional revenue.
Mohan I? Philip ( 1998) in his presentation on "Keraia' s eco-tourism
programme^"^^ strongly advocat es diversification in tourism. "He opined
that t o have commercial viability, diversification of marketable products is
mandatory. Even in case of tourism products, diversification is inevitable
t o suit growth targets. All tourists who visit eco- t ou~i sm destinations may
a
not be real eco-tourists. Therefore, the needs of general tourists are also to
be t aken care of. I t may involve cultural, educat i onai dnd religious
aspects. Having a zoological park with all modern facilities is an innovative
idea which may attract a lot of tourists. A co-ordinated effort from the part
of DOT, forests and Zoo Authority of India is esser~tial for the fulfilment of
this object".
World Travel and Tourism Council (WTTC) ( 1999) in its ~wport "Travel
and tourism in India- the economic impact and potential"" released at its
World Economic Forum held in Delhi ha3 stated India' s potential in travel
and tourism services was equally strong ancl that by implenienting clear,
cohesive policies towards this sector, some eight million jobs could be
created by the year 2010".
Bezbaruah M.P. (1999) in his book "Indian tourism - Beyond the
Mi l l e n n i ~ m" ~ ~ says "Bill Gat es, the Guru of IT Industry predicts tourism as
61 Mohan P. Philip ; Indian Commerce Bulletin ; l bi d. Vol. 2 No. 2 (1998) p. 54
Aarti Dhar ; "WTTC, ASSOCHAM, Moue to Book Touri sm"
The Hindu (28-9-' 99) p. 14.
BezBaruah M.P. ; lndian Tourism - Beyorid the Millennium : Gyan
Publishing House, New Delhi (1999).
one of the three industries of the future" He expl a~ns the growth of tourism
industry in the world and makes a compar ~son of it with Indian Tourism
Relevant facts and figures are given to support his conclusion. Among
the South-Asian countries, India is the leading dcstinatiorl with maximum
earnings from tourism.
Raina A.K. (1999)64 who conduct ed a post doctoral reserarch strongly
advocat es Eco-tourism for sustainable tourism devel opnl ei ~t i n his article,
"Eco-tourism as a logical component of sustainiible devel opment requires
a multi-disciplinary approach, careful planning and strict guidelines and
r egul at i ons t hat will guar ant ee sust ai nabl e oper at i on onl y t hr ough
inter-sectoral involvement, this goal can be achi eved".
Manohar Saj nani (1999) in his book "Indian Tounsm Business - A
Legal Per ~pect i ve" ~~des cr i bes "tourism as the second largest industry i n the
world i e. , next t o oil industry and third in India after Gem and Jewellery
and garment s. He further says that:
"To a n economist, tourism will mean an economic activity as an industry;
To an en,vironmentalist, it means sustainable tourism with Less damage to
nature;
To a holistic viewholder, it is an integrated field of activity: and
To a social scientist it means social and cultural aspects".
64 Raina A. K. ; "Eco Tourism Potentiais ir! the Pushkar Vaiiey
Problems & Prospects f or Sustainabilir)" , The E c ~ n o m ~ c Cllaiienger ;
(Oct-Dec. 1999).
65 Manohar Sajnani ; (1999) op.cit.
-28-
Praveen Sethi ( 1999) 66 in his book "Nature and scope of Tourism"
opi nes t hat "earni ngs from international tourisni represent a n invisible
export; they are the result of selling the country' s tourism product to tourists
from abroad. Expenditure on tourism are the opposite. They !-epresent an
invisible import; one' s residents are buying a tourism product elsewhere".
He says t hat t here ar e three levels i n tourism namel y, ( i ) government
organisations and institutions ( i i ) intermediaries and ( i i i ) ancillary support
ser vi ces. Ci t i ng t he cas e of Si nga por e . he s ays " Si ngapor e l acks
outstanding natural resources and has little i n the way of heritage attraciion
a nd cul t ural si t es. Yet it has made much and much at t ract i ons like
shoppi ng, ent ert ai nment , tours, excursions which are mostly man-made".
About the present tourism scenario in India. :'lie Competition Success
Review ( 2000) 67 describe: "that compared to the l ~oomi ng tourist industry
in ot her countries, the tourist arrivals in India is a mere dribble. We don' t
want foreign tourists t o swamp our country and spoil our environment and
culture. But, we require a tourist policy that would help us earn a large
amount of foreign exchange without destroying our ecosystem and values.
India is a mini world, a microcosm where the discerning tourist can see a
world in t he capsul e called india - its religious t empl es, churches and
mosques older than t hose of Europe. Tile varioiis festivals. the different
climate, the monsoon, the plant life, animal life, the archaeological sites,
the foot prints of history - all should make India an excellent show piece for
66 Praveen Sethi ; Nature and Scope o/ Tourism : liajat Publications,
Delhi ( 1999) p. 3.
67 Competition Success Review, super Bumper Issue. ( Januar y 2000)
pp. 20, 166.
any visitor. Here t oo, publicity is as important as basic facilities for the
tourists".
Pitamber Shar ma (2001) in his presentatioln in t he book "Toul-ism
Towards 21st cent ury" titled "Sust ai nabl e tourism in t he Hindu-Kush
H i m a l a y a ~ " ~ ~ tells about t he co-ordi nat i on of participating agenci es in
tourism as "co-ordination and complementarity xmong different sectoral
agencies is a must for the success of a tout-ism policy beca~l sc tourism, in
practice, is not t he responsibility of a single agency but of a number of
agencies".
Tourism products are both natural and man- made where as, tourism
hospitality services are entirely human contributions. By sitstainability in
tourism, what is meant is the existence of a tourism product to deliver
lasting at t ract i on t o tourists without 1mpa;ring t he soci o-cul t ural and
environmental set up.
"In economi c t er ms, ' sust ai nabl e t our i s ~n' means a pr ocess of
devel opment t hat is economically efficient, has positive backward and
forward linkages that relieve pressure on fragile resources and allows and
promot es management of resources i n ways that nor only consider the
present needs but which can also support the iieeds anti aspirations of
future generations
In socio-cultural terms, it means to ensure that it is compatible with the
culture and values of the people that its benefits are broadly shared, and
68 Sunil Gupta and Bansal S.P. ( Eds. ) ; Tourism Toulcrds 21st Cerrtury ; Decp
Deep Publications ( P) Ltd., New Delhi (2001).
t hat it st rengt hens communi t y identity, promot es wider participation in
decision-making and enhances peoples control over their own lives.
In ecological terms, it means that the level of tourlsln and tourijt activities
have t o be compat i bl e with t he mai nt enance and e n h a ~i c e me n t of
ecological bal ance, biological resources and their diversity so that the
capacity of the environment to regenerate itself is not itijurecl"' '
Batra G.S. and Dangwal R.C. (2001 1 , Editors of the book "Tourism
promotion and devel opment 70 illustrate eighteen conti-ibutions on tourism
representing various aspects. R.C.Dungwai in his presentation "Marketing
of tourism in India; New paradigms" says that: " India has great tourism
potential due t o its unique cultural and natural attractions ?'lie potential
has not been fully exploited and whatever attempt made in this direction
have not met the expected". He further explores irnnlense vistas in India for
skiing, river afting, trekking, paragliding, water sports and wildiiie tourism.
69 Sunil Gupta and Bansal S.P ( Eds. ) ; (2001) lbid.
'' Batra G.S. and Dangwal R. C. ( Eds. ) ; Tourism Promorion and Dcueloprnent
New Aduonces ; Deep Deep Publications ( P) Ltd.,
New Delhi (2001)pp.51 - 52.