Studying New Age Tourism Potential In Kerala Tourism Essay

Studying New jump on tourerry Potential In Kerala tourism EssayTourism seeks greener pastures for its harvest-tide and in this century every prop of human culture has the emf to become a holiday f berry production. Gauging the potential of variety, the products that ar offered in brand-new get along holidaymakerry change from alternative amend methodologies, avenues for aesthetical ontogenesis, discourses by ghostly gurus and innovative touristry practices. This variety in tourism product resulted in the evolution of centres of attraction, which argon al to the highest degree third quantifys more than growth potential than the classic tourism commercialise. Kerala is examineed as the first situate in India, which had initiated steps to exploit the emerging market of new historic period tourism and is now providing with wide and varied centres of attraction comparable aesthetic development, experiential and personalize egotism-development, and alternat ive approaches to health feel for. This read is of the view that there is a take for Certification of these New Centers of tourist attractions which leave mark quality of service provide and fin aloney volition march on tourism in Kerala.IntroductionThe history of tourism industry depicts a range of exp binglential growth and increasing miscellanea. The number of activities and experiences that roll in the hay be reason as tourism has enlarged signifi terminatetly and now every dimension of human culture has the potential to become a tourism product. It is rightly opined that tourism seeks for greener pastures to grow and expand. It remarkablely celeb evaluate disputes in clothes and peoples to create novel experiences (Tejvir, 2004). Gauging the potential of variety, the products that argon offered with new age tourism varied from alternative healing methodologies, avenues for aesthetic development, discourses by spiritual gurus and innovative tourism practices. T his variety in tourism product resulted in the evolution of centres of attraction, which are almost three dates more growth potential than the classic tourism market. straight off tourist destinations are non seen as set of distinct natural, cultural, esthetical and environmental resources but as an overall product, a complex and integrated package offered by a territory able to tot a holiday, which meets the varied needs of the tourist (Maria and scratch, 2006).The New climb on faction has bounteous signifi female genitalstly since its emergence in the 1950s and 1960s (Dallen and Daniel, 2006). Originally, it was a counter-cultural movement, interacting with some other counter-cultural movements of that time, such as the ecology, hippie, and commune movements. During the last decades, spiritual and esoteric methods fork over been popularized and commercialized by an expanding market of literature and workshops. This has made New Age a socially accepted phenomenon and it has thus lost much of its anti-modernist and culture-critical character. documental of the studyThe main objective framed for this study is to analyse the for sale potential of tourism in Kerala vis--vis to the New Age Tourists. The other objectives are as followsTo identify the basic motivations of tourists sojourning Kerala.To analyze the socio-demographic profile and the token of the destination from the tourist perspective.To examine the activities set or son by tourists and the usage of usage of tourism intermediaries and suppliers.Study AreaThe new age destinations are facing a challenge to manage and organize their resources in order to supply a holiday experience that must be equal to or better than the alternative destinations experiences on the market (Maria and Peter, 2006). Hence Kerala ordure be considered as the first State in India, which had initiated steps to exploit the emerging market of new age tourism. As is rightly opined by Professor Peter Cochrane Travel has long been with us. Virtual reality is well upon us. Experience is already organismness revealed in tourism to the extent that it may now be the key objective of todays traveller (Khan, 1997). It is this urge of the present day traveler which made the tourism authorities in Kerala to developed wide and varied centers of attraction wish aesthetic development (Kalamandalam cunning, drama and music) experiential and personalised self-development, (courses on meditation, personal relationships and self knowledge and finally, courses on alternative approaches to health care (Ayurveda surveyage for body rejuvenation). Moreover, it portion overly be opined that the primary election sphere of influence comprising of agricultural allied operations is stagnant and tourism is considered maven of the alternative strategy that plenty be adopted to regenerate the economy especially in the rural area (Tribe, 1995). During the last decade, one can witness the development of touri st resorts where packages are provided where all the above comforts are clubbed together. The study area was restricted to Kovalam, Varkala, Guruvayoor, Vallikavu, Kumarakom and Munnar. Out of this Kovalam and Varkal are strand resorts, Munnar, the famous mound resort and Gurvayoor and Vallikavu are religious centers.Methodology twain primary and secondary data was used for the study. Through the primary survey, we assay to analyse the demographic profile, visitant motivation, activities indulged at the centre and duration of stay. statistical tools desire correlation analysis were used to analyse the expenditure mould and duration of stay of these visitors.Results and DiscussionsDriven by a buoyant economy and increase in the purchasing power of the middle class universe of discourse along with the rising interest towards oriental culture and values, one can witness an increasing shift of tourism traffic towards India. From the inning 1.1, it is bring that the tourist fl ow to India is showing an increasing trend. Only the moths April to June can be considered as slump period while peal flow is sight during the tourist harden October to February.* = Provisional Source Ministry of Tourism, GOILikewise, barely the off season period in the midst of April-May, one can get wind a light fall in the tourist earnings. The efforts made by the Central political relation along with the sufficient support of various State Governments to make tourism a yearlong affair, can be clearly detect in the Figure 1.2 shown below.* = Provisional Source Ministry of Tourism, GOIThough with vast potential and diversity in the products that can be offered by India, moreover it ranks only twenty-second. Hence, India was not able to harness its multiplier effects for employment and poverty eradication. The new-made policy changes like liberalization in aviation sector, rationalization of evaluate rates in the hospitality sector, tourist friendly visa governing et c is imperative to boost the tourism sector in India.Tourism in Kerala municipal tourist arrivals (excluding pilgrims) rose from 52.40 lakhs in 2001 to 59.46 lakhs in 2005. Thus in five years, annual growth rate for orthogonal and interior(prenominal) tourist arrivals are respectively 13.27% and 2.69%. According to the study of World Travel and Tourism Council (WTTC) on tourism sector in the State, Travel and Tourism generates as much as 7.7% of GSP and 6.2% of complete employment. Visitor exports (tourism receipts) are worked out as 14.3% of the total export of the State.Figure 1.3.Earnings from TourismSource scotch Review, 2006.Figure 1.3 provides a clear insight into the earnings from Tourism amidst 2001 2005. It can be sight that the foreign exchange earnings during 2005 is Rs. 1552.31 Crores and the total earnings from the tourism sector is Rs. 7738 Crores. The Economic Review highlights that the Tourism sector employs around 10 Lakhs persons in the State.As per the e stimates of World Tourism makeup (WTO), propelled by the tourism and business travel boom, India needs an additional 300,000 by the year 2020. When we analyzed the involution plan of various tourist markets in India, it is discover that Kerala is considered as a potential tourist zone, yet the expansion plan should be further strengthened to accommodate the needs of the tourists. Figure 1.3 illustrates the new room supply expected to be included in the key tourist zones.Potential of Spiritual Tourism in KeralaIt is the Greeks and the Romans who accomplished the quest of well being through Spiritual tourism. One can also observe that the followers of majority of the moralitys used to undertake spiritual journeys at least once in a year. It is rightly opined by Timothy Dallen that spiritual tourism as the oldest and now one of the fastest-growing segments in the travel industry. The new breed of spiritual travelers likes to enjoy spiritual judiciousness without giving up their c omforts, which resulted in this being added as an important piece of New Age Tourism (Greg, 2007).Various studies had pointed out that many thousands of tourists visit India for various types of spiritual interactions with diety or godman. Though there are reservations against comodifying religion and to put holy consecrates into spot light for mass consumption and to make holy things unholy, yet one can observe that the lines between mass tourists and religious tourists are becoming increasingly blurred. Even spiritual tourism is seen by many government and tourism officials as a trend to either diversifying or save struggling economies (Dallen and Daniel, 2006).There exist difference of opinion active whether spiritual tourism is related to escapism from the self to an entirely different environment that offers pure relaxation, or, an opportunity to renegotiate ones place in the world and relationships. In extreme cases, it might be active confrontation of the worlds darker s ide and human tragedy, a reminder of ones mortality and place in a universal cycle (Steiner and Reisinger, 2006). This kind of exploration arguably has philosophical and spiritual dimensions, which can make ones minuscule troubles, seem relatively insignificant. Katusuhiko Yazaki who is the Japanese mail-order multimillionaire opined that We cannot find true meaning in feel by occupying spacious residences. At some point people will need to raise their desires to a higher level (Khan, 1997). His illusion is that we have visible possessions but for fulfillment, we need something beyond them, which urged the present day traveler to undertake spiritual journeys of self-discovery. These spiritual journeys make the traveler feel that he is bonnie a minute component in the massive super social organisation called Universe.The study observed that majority of the tourists selected for the study falls in the age group 35 45 and 45 55. It is surprising to note that in some(prenominal ) the groups majority of them is from the female group rather than male. This can be attributed to male ego, which refrain them speaking aloud nigh their personal life or difficulties. The study also observed that there exists a affirmatory correlation (+.73) between income and expenditure on spiritual journeys. Majority of the tourists are from the higher income group due to which there demand for quality in services is much higher than the others. The Gurus or Godmans are of the view that when the tourist (patient) feels confident and energetic without any negative side effects literally provides them the assurance that the treatment had achieved its ultimate objective.Potential of Health Tourism in KeralaFrom the Medieval Age one can trace the elements of health tourism like the scrupulous attention paid to well-being of Romans and Greeks (Melanie and Catherine, 2006) along with the development of seaside and spa tourism of the 18th and 19th century by the European elite which continues even now though at a much faster rate. The House of Lords opined that the proliferation of wellness centers, holistic retreats, spas, spiritual pilgrimages, and completing and alternative therapies is unprecedented (House of Lords Report, 2000). Experts came forward with various theories to justify the sudden squirt in growth. Some of them are of the view that the anomie of the western capitalistic societies, the breakdown of tralatitious religions and the fragmentation of the communities. Though the advancement made in the field of medical science had resulted in the development of curative care for major diseases, yet one can observe that the psychological and stirred up occupations of man are left field untreated.Depression is commonly cited as being one of the greatest disease burdens of the 21st century and suicide rates are rising, especially amongst young men (e.g., Mealanie Smith and Catherine Kelly 2005). This can be attributed to high pressure he should with stand in a mathematical process related pay-package work environment.But the only viable solution that is left for the mankind is to indulge in Health Tourism. Ayurveda, the ancient Indian organisation of medicine, deals with both the preventive and curative aspects of health in a most comprehensive way. Besides contributing to maintenance of health, it also has a wide range of therapeutic measures to combat various illnesses. Though the art of Ayurveda had scatter around in the 6th century BC to Tibet, China, Mongolia, Korea and Sri Lanka, yet one can witness in Kerala that this medical system is quiet being practised and perfected by the Kalari Gurukals who are considered as the master of the traditional martial art of Kerala Kalari. Vogue magazine once opined that Technology is destroying usNature has a remedy for every illness, an answer for every problem (Khan, 1999). It is from this view that the strength and growth of Ayurveda lies. Kerala is the only state in India, whic h can fuck up of making concerted efforts to promote health tourism in a big way, which has resulted in a substantial increase of visitor arrivals into the state. Kerala and ayurveda have virtually become synonymous with each other.The study observed that many of the health resorts are located in beach resorts like Kovalam and Varkala. Yet one can also observe that the serene hill resorts of Kerala also attract health tourists in sizeable numbers. Like all other form of tourism, Health Tourism also attracts mainly the flush sections of the society. It is observed that both man and woman of various age groups are showing considerable interest in ayurveda and body rejuvenation therapies. Kerala can also boast of having the best pool of ayurvedic physicians and masseurs who are effectively deft and added to the resource pool by the many number of ayurvedic hospitals. When we made a correlation analysis with that of the total expenditure incurred by the tourists, it was observed that the correlation value is 0.89. Though the study observed that many of the ayurvedic health resorts are available in developed countries yet majority of them feel that it only at the origin of the practices, they feel that they had received optimum service. The study observed that though there is negative opinion active the effectiveness of veritable therapies of ayurveda yet the people are of the view that it has placebo effect.Potential of Culture Tourism in KeralaCultural tourism has been identified as one of the most rapidly growing areas of global tourism demand. Cultural tourism is about people traveling for cultural motivations and is measured by determining whether the travelers attend activities and venues such as festivals, exhibitions, theatre performances or historic sites. Kerala can boast of a unique Dravidian culture and tradition. It is because of the uniqueness, Kerala can boast of a unique standard of living, which is very different from the rest of India. This unique model is popularly known as the Kerala Model of Development. Hence both domesticated and foreign tourists want to have a first hand experience about the social and cultural wealth of Kerala. Along with various historical sites, Kerala also boast of unique centers of learning where can both witness the art forms of Kerala. Moved by the unique nature, many of the tourists got enrolled in these centers of learning like Kalamandalam. The study observed that though various tour packages had included piteous duration performance by the traditional artists, only the dedicated ones like to purse these art forms. The short duration performance also enhance the sales prospects of art souvenirs of Kerala. From the table given below, one can observe that the highest consumer group of cultural tourism in Kerala is the foreign tourists.Table 1.1 burn in Expenditure Pattern of Foreign TouristsActivityForeign(in percentages)Domestic(in percentages)Shopping for Souvenirs7852Local Cuisine63 48Historic Buildings8167Other FindingsThe other findings of the study are as follows.Though both the foreign and domestic tourists are fulfil with their visits, yet majority of them opined that there is still scope for improvement.From the study, it is clear that the tourists disregardless of the area to which they belong, depends on internet for their information needs.The study also observed that spiritual and cultural tourism is most preferred by domestic tourists than international tourists.The period of stay is higher for the foreign tourists than the domestic. It ranges between two to four days for the foreign tourists while majority of the domestic had a shorter stay of less than three days.The size of the group comprising the domestic tourist is much higher than the foreign tourist. Hence it is clear that the emphasis for domestic tourist is quantity and for the foreign tourist it is quality. This also conveys that for the domestic tourist, time is an important criterion whereas for the foreign they dont give undue importance to time factor.Finally, it can be opined that that the foreign tourist is very selective about the type of adaption whereas the domestic tourists are satisfied with the available accommodation at the area.Conclusion SuggestionsIt can be opined that just as (old) mass tourism is not necessarily unsustainable, in all circumstances, new or alternative forms of tourism are not inevitably panacea in all situations. Indeed neither form of tourism is sustainable unless an conquer planning and management regime is in place (Moscardo et.al, 1998). Much of the enquiry till date focused on service quality in the hospitality sector, and in particular, measurement of customer perceptions of quality. There is little or no effort integrating quality into all aspects of managing tourism first step (Derek et.al, 2003). One of the views that emerged from this research is that majority of tourists visit Kerala for relaxation and rejuvenation. It was observed that both domestic and foreign tourist on their arrival at the destination, a sense of anti-climax prevailed in their minds. This is due to the gap between what that is propagated and what is actually practiced. The study observed that Certification of these New Centers of tourist attractions should be incorporated which will ensure the quality of service provide and finally will boost the tourist traffic to Kerala. These New Centers should adopt Co-opetetion strategies whereby the new or minor centers should co-operate with one another to achieve a sustained flow of tourists to these centers (Edgell, 2006). It can be concluded that it is due to the availability of diversified products that ensures that tourism still thrives in Kerala economy. Finally this study is of the view that still the government lacks a holistic view towards tourism development in Kerala. The authorities consider competitiveness and attractiveness as different entities but it is rather supply and demand side of tourism. Only through such a holistic approach, policy makers will have a clear understanding about what the tourists are looking for and what the stakeholders are investing in. Though there is an increase in the employment for the local community due to the appearance of tourism, yet this study is of the view that there one can witness conflicts between the host and service providers. Hence it is suggested that the onus for bridging the gap should be on the shoulders of the service providers and the government. They should try to make the centers of tourist attraction especially the villages a self-sufficient one. The growing needs of tourist sector like meat, egg, lean etc can be sourced from the village itself rather than depending on external markets which will ensure the trickle down effect and sustainability in the long run.