AMITY INTERNATIONAL BUSINESS SCHOOL

INBUSH – 2008

INTERNATIONAL RESEARCH JOURNAL AMITY GLOBAL BUSINESS REVIEW

“Managing Tourism in Global Warning economy with harmony to Environment”

Author Details

Ms. Suchita PatelProgram Co-ordinator (Destination India)

Prin. L.N. Welingkar Institute of Management Development and Research

Ms. Suchita Patel is a program co-ordinator for Destination India Program of Temple University at Prin. L. N. Welingkar Institute of Management Development and Research. Earlier she has been associated with several Research Projects. One of the major projects she was associated with Global Project for History of Leprosy, directed by Welcome Unit for History of Medicine, University of Oxford.

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INDEX

1. Abstract………………………………………………………………..3

2. Introduction……………………………………………………………5

3. Tourism – world & India………………………………………………7

4. Issues affect Tourism…………………………………………………10

5. Managing Tourism in harmony with Environment…………………..13

6. Conclusion & Suggestion…………………………………………….17

7. Bibliography………………………………………………………….19

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Abstract

“Managing Tourism in Global warming economy in harmony with Environment.”

India - a vast land with diverse culture and traditions. Since olden times it has

attracted several travellers across the world. Many famous travellers across the world

have written their experience of this land. Some of them have attempted to stay and

achieve the great heights in the world history. Some of them are Hieun Tsang a Chinese

traveller who decided to stay back and pursue his education at the University of Nalanda,

others such as Marco Polo, Al-burni, and Sir John Malcolm – served as a governor of the

Bombay and travelled whole of Northern provinces. Last 50 years have experienced

remarkable growth in tourism industry due to social factor that enhances demand and

improved technological change, which made travelling much easier and more

economical. At the rising thrift of India, it has largely contributed.

Once William Faulkner – Noble Laureate said, “The past is never dead; it is not

even past.” Tourism industry contributes two main segment of the country; one is

national economy and second is it creates job opportunities. Tourism industry has various

components from transportation, accommodation, food, entertainment etc., overall it can

be also looked at Hospitality Industry too. In other terms, it can be considered as two

sides of same coin. In contemporary period, tourism has widened its horizon in several

categories. Tourism in our country should be more focused and organized in terms of

infrastructure, services, and over all should use more innovative style of offers in order to

create more market. Current tourism industry has managed to attract lot of tourist from

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various strata of people like business traveller, pilgrimage, medical, seminars, or for

leisure and holiday. However, what needs to managed is the co-ordination with the

ecological system of the environment. For instance, there was a time when Jammu &

Kashmir was one of the major tourist attractions to domestic and international tourist.

However, today due to some political tensions and natural calamities issues has lost all its

charm of bringing tourism to Jammu & Kashmir, as tourism was major segment for the

state to bring huge economy. On the other hand looking at the tourism of Himachal

Pradesh then state have benefited from tourism industry. It not only helped in

contributing the wealth of the state but also gave enormous employment to age old

cottage industry too. Hence, the main point that I have to make in this paper is that as this

industry is growing it is a new success on the horizon of the 21st century, but it needs to

be managed in accordance with the new challenges of globalization of tourism.

Hence, main thrust of this paper would be the systematic management to develop

more eco-friendly and economic friendly tourism in coming future considering in

observation of growth of this industry. As tourist across the world come from different

economical status, hence to fulfil the need of each segment of tourist there should some

thing that can serve the purpose of each segment tourist. Therefore, in near future India

not only needs more rooms and hotels to serve the billions of tourist but should also

satisfy the economic, environmental, and infrastructural demand of tourist.

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Introduction

Tourism is one segment that contributes to the countries economy. There are

some countries in world where major source of economic asset is generated by selling

tourism. For instance, countries like Switzerland, New Zealand and many such countries

make their financial asset of the nation with tourism. How does one define Tourism in

global perspective? Several scholars worldwide have come together under one roof to

decide upon the exact definition of Tourism. Tourism according to non-professionals

means, “People travelling for luxury, pleasure, trade, business, medical purpose, and

many other reasons from place of permanent residence to another town, state, country or

nation and continent.”

In 1991, a conference was held which proposed new international definition and

standards for travel and tourism. In Ottawa conference, over 250 participants from more

than 90 countries came together in June 1991, it reemphasized the need for an integrated

system of definitions, concepts, and classifications for tourism that are universally

applicable. Hence, conference recommended a new definition of tourism: “tourism

comprises the activities of persons travelling to and staying in places outside their usual

environment for not more than one consecutive year for leisure, business and other

purposes.” By introducing the concept of usual environment, this definition excludes

everyday activities such as commuting and shopping or a change in residence.1

On the other hand, management institute explains the term tourism as “Tourism

may be described as the activities of tourists and those who cater for them. It is a highly

1 Gee. Chuck Y, Makens James C. Choy Dexter J L., The Travel Industry – IIIrd Edition, New York, John Wiley & Sons, INC. 1997, pg. 9 – 12.

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diversified business with many component parts ranging from airlines to hotels.” It is

important to understand the huge business generated by this segment globally along with

several job openings too. As tourism is concern with travel and transport facilities,

accommodation, food and drink, entertainment/ recreation, Information and assistance,

Souvenirs. Above all, tourism is a hospitality industry providing a service to visitors in a

warm and welcoming way.2 Even after several conferences worldwide, it is not easy to

define the exact term of Tourism, but it is loosely used term in general.

Nevertheless, tourism is a contribution of various industries clubbed together to

form one huge umbrella industry that brings major share of finance to nation. It also helps

in generating several opportunities for employment. Countries like Switzerland, New

Zealand, Maldives, and many other destinations have become major attraction for tourist

since decades. Destination India to the world has always been the centre of attraction. It

can be described as the land of diversity, Sone Ki Chidhiya (Golden Goose) too. It is one

of the second largest populous countries in the world.

Today in the age of globalization tourism has left no place that is unexplored on

the world map. Technological development has grown to give best of the comfort zone to

the traveller and experience the adventurous games with nature. However, with the

development of this industry more global it has laid a negative impact on the

environment. It further covers the issue of rise or growth of tourism, further it throws

light on globalization and impact on environment in world and India in particular.

2 www.rcw.raiuniversity.edu/.../hospitality-management/ Front_office/lecture-notes/chapter-01/lecture-01.pdf - Supplemental Result -

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Rise of tourism – World and India

Time immemorial, man has been exploring places in order to satisfy its desire. It

can be anything from capturing, ruling, trade, business, pleasure, in search of knowledge,

or any other reason. However, man has always moved from place to place. First ever

travelling took place since the Stone Age times, in search of food. On the eve of

civilization era, man started moving across the boundaries for either war or exploring

new routes for flourishing trade. For instance, remains of Roman Coins or Parathion

Coins at various archaeological sites in India. This are such authentic examples which not

only through light on the trade relations, but also political relation between two countries.

Further witness to it is Alexander invasion to India, which was purely political motive to

visit India.

We see lot of weightage of the Greek dynasty during the post civilization era, for

instance, Greek School of Art and many sculptures that have Greek influence in its

making. Coming towards the end of ancient period, i.e., Circa 10th or 11th Century A. D.

India was invaded by the Muhamad of Ghazni to sack the land of Somnath not once but

eighteen times. Hence, talking about globalization today is not at all a new concept.

Infact it has always prevailed but it has changed its concept and philosophy during each

era. It does not end here, further Sultanate and Mughals invaded to expand their

territories. On the eve of the Modern period, many powerful European countries

developed their colonies in the continent of Africa and Asia. Due to which many

countries were the colonies of Portuguese, Dutch, French, German, and British.

One would question how political history is related to the rise of tourism. Infact,

according to Martin Khor, president of the non-governmental organization (NGO) Third

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World Network, globalization is a leading threat to local communities, particularly in the

global South says, “Before colonial rule and the infusion of Western systems, people in

the Third World lived in relatively self-sufficient communities… The modes of

production and style of life were largely in harmony with the natural environment.

Colonial rule… changed the social and economic structures of Third World societies. The

new structures, consumption styles, and technological systems became so ingrained in

Third World economies that even after the attainment of political independence, the

importation of Western values, products, technologies, and capital continued and

expanded…”3 To an extend it is true if one visit Asian destination like Mauritius,

Singapore, Dubai, Bangkok, Thailand, Malaysia, and many other destinations. In

contemporary world, this Third World Destinations gives heavy competition to the other

European and western destination. Since decades ago this destinations have been

successful in attracting major shopping and cultural diversity festivals.

Witnessing the destination India on the world map, then it has always been one of

the major centres of attraction since time immemorial. People have explored the land of

India for seeking knowledge, ruling, and many other reasons. Destination India has not

only attracted the political seeking people but also the intellectuals such as, a Chinese

scholar, Huein Tsang, who choose to pursue knowledge from the University of Taxashila.

Technical changes have been ongoing process but major technical changes took place

when it was the part of the British rule. They brought major changes in the infrastructure

to suit their needs during their stay in India.

3 Martin Khor, “Global Economy and the Third World,” in ‘The Case against the Global Economy’, ed. Jerry Mander and Edward Goldsmith (San Francisco: Sierra Club Books, 1996), 47-48.

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The development of infrastructure such as roads and transportation goes hand in

hand with the development of tourism. For instance, railway trains were first started in

India from Bori Bunder to Thane in 1854. Similarly, there were other transport facilities

that started in metro cities during the colonial period were tramway, buses, and on the eve

of 20th century city experienced the coming of four wheeler automobiles in a form of

Motorcar. Today rails in Mumbai and trams in Kolkata are the lifelines of the respective

cities. At the end of 19th century, colonial rulers also introduced the hospitality with the

payment. Such as, Inns, Taverns, Dark, or Travellers Bungalows, and by the end of the

century came the concept of Hotels. However, they were not very hygienic and shared the

place with their animal. Some famous Inns and hotels that are no more in existence today

were Portuguese Georges, Parsee Georges, and Paddy Georges. Some famous hotels of

these times were Albion Hotel, victory Hotel, Hope Hall (Rs.6 per day for room and

meals).4

In last decade, there have been rise in international business travelers and tourists

even domestic tourist too are contributing significantly. According to Anuj Puri, country

head and managing director, Jones Lang LaSalle Meghraj (JLLM), "We saw an influx of

above two million foreign travelers in the first half of 2007. Projections indicate that the

rate will increase to 10 million by 2010 and revenues generated by the hospitality sector

showed an increase of almost 15 per cent over what they were two years ago. Tourism

now contributes as much as 5.9 per cent of India's GDP, and accounts for 1.18 per cent of

its overall FDI."5

4 www.rcw.raiuniversity.edu/.../hospitality-management/ Front_office/lecture-notes/chapter-01/lecture-01.pdf - Supplemental Result

5 http://www.expresshospitality.com/20070915/management07.shtml

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Tourism is big business for government and private enterprises. Any country with

still – pristine areas like beaches, mountains, forests, ethnic rural art has something to sell

in the global economy. This is very true with the Indian market. India has diversified

culture; society and lifestyle are one of the big assets to market in the global market. For

instance, a small town likes vishnupur in West Bengal, which is famous for its

iconographic richness in a form of temples. It is also known for its Balucheri Sarees.

Another small village like Madhubani in the state of Bihar is known in the world for its

Madhubani paintings. Similarly, many such small and big towns are famous destination

to the world to attract the tourism market. Although, being able to pull the market still

where do we lack in driving the major share of economy from tourism in spite of having

infrastructure and work force. With extensive rise in infrastructure do we have to price to

the nature. Is it an alarm from the nature to be in harmony with the environment? If that

is the case then tourism must be developed on the lines of environment friendly.

Issues affect tourism

Once area is decided upon tourism development, process of road building and

other facilities begins which displaces the local population too. This cycle of

development is occurring at alarming rates in small communities and villages throughout

the world; many of these areas are considered the most important biologically diverse

regions of the planet.6 Rise in tourism worldwide and Asia in specific is growing, as a

destination there is lot of infrastructure development to attract tourist. Development leads

to coming up of new routes, traveling modes, destination with special festivals, discount

6 Deborah McLaren, “Rethinking Tourism and Ecotravel”, Second Edition, June 2003, Kumarian Press, Inc., Bloomfield/ USA.

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offers etc. Tourism today is subdivision in various categories, such as, medical, business,

education, pleasure, holiday, and many others. For instance, development of new routes

for setting up of new road or rail routes, natural property forest, and mountains are used.

In colonial countries, such development began for the first time during the reign of East

India Company that facilitated their travel and took care of comfort zone. On the eve of

20th century, another mode of transportation was added that crossed the boundaries of sky

and this was airways. All such technical infrastructure is beneficial that has helped us in

saving time to reach from east to west corner.

Nevertheless, boon and curse are the two side of the same coin. Similarly,

infrastructure development in the world is a boon to the tourism industry that provides the

top class facilities with various choices and ranges. However, at the same time it is a

curse, when natural wealth used with no precaution. Moreover, face the consequences in

a form of deforestation problems, changing climatic situation due to the increase in

pollution and many such issues. Today worldwide, business community as a whole is

overwhelmingly opposed to international climate agreements, a number of business

sectors are calling for more attention to global warming. Real-estate developers in many

coastal vacation areas, as far apart as the Florida Keys and Cape Cod in the USA, are

finding their properties less appealing to potential buyers as the rising sea level leads to

fears of erosion and coastal storms.7

Throughout Europe tourist organization are calling for more attention to climate

change. Because Europe’s largest glacier, Iceland’s Vatnajokull -- 8,000 square

kilometers long and 900 meters thick -- is shrinking by an average of 3 feet per year, and

7 http://www.unep.org/

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may disappear all together by the end of the century. Major Austrian and Swiss ski

resorts, including Kitzbühl, Zell-am-See, St Moritz, and Klosters are seriously

compromising due to insufficient snow and a shorter skiing season. In Venice, Italy,

climate change has prompted a joint effort by cultural organizations and tourist lobbies to

control recurrent flood damage to the foundations of the cities’ numerous palaces.

Such strapping association appear unlikely in the Himalayan region, where most

local and regional governments actively promote tourism to boost the economy, though a

few are concerned about managing the environmental problems, such as increased wood-

burning (and hence pollution), associated with rising tourist numbers. Melting of the holy

ice Shiva-Lingam in Amaranth before the time is impact of the global warming. The

economically depressed Himalayan communities are minor contributors to global

warming and have no recourse to influence the developed countries responsible.

Ultimately, the geographical grandeur that the tourists travel to experience will be

vulnerable.8

Managing Tourism in harmony with Environment

Increasing infrastructure and globalization of economy, worldwide tourism

industry proves to intensify both in developed and under developed nations.

Simultaneously, on the other hand there are issues raised by environmentalist in order to

take step towards staying in synchronization with nature. In spite of a growth in tourism

8 http://www.mountainpartnership.org/

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industry today issue of security has also taken a set back in the minds of tourist.

However, it is tricky to handle this industry with several complicated issues but in a way,

it is challenging to manage tourism industry in fashionable stage.

There are several steps taken by various governmental and non-governmental

organizations in order to promote the industry that works hand-in-hand with global

economic needs and in harmony with environment. For instance, many countries have

used their sources such as woods and rare species in the woods to make them as lifetime

experience to be with nature and play with that species. Such national parks are in many

parts of Australia and many European countries. India has also taken steps towards it, one

of the best case is of “Periyar National Park of Kerala” which is somewhat designed on

the same line with a wonderful experience of elephant ride. Other such case is of “Taj

Group of Hotels – one of the known players for its distinguished hospitality” ventures

first-of-its-kind travel experience for wildlife enthusiasts customers. Recognising the

growing demand for eco-tourism, Taj has set up a joint venture, Taj Wilderness Lodges,

with Conservation Corporation Africa (CC Africa) and Cigen Corporation. Lodges built

on the borders of five of India's renowned tiger reserves will offer a rare wildlife

experience under the tutelage of trained naturalists, led by India's leading expert Sarath.

Taj Wilderness Lodges built on the outskirts of Bandhavgarh Tiger Reserve, Pench Tiger

Reserve, and other upcoming projects as Kanha Tiger Reserve, Panna Tiger Reserve, and

Corbett National Park.

The whole concept is in to keep with the community service and conservation

principles of the Taj Group and CC Africa, care taken to protect the environment and

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initiate socially relevant programmes for people living near the lodges. Speaking on the

subject, Bickson, Managing Director elaborated, "We will make a concentrated effort to

improve the quality of safari management in India and take it to international standards,

while promoting wildlife and eco-tourism within the country." This initiative comes at an

opportune time. Increasing number of tourists attracted to the rich and varied wildlife in

India.

The country has a large number of national parks and wildlife sanctuaries and is

home to 410 species of mammals, 447 species of reptiles and more than 1,200 species of

birds. It is also one of the few places to spot the one-horned rhino and the Bengal Tiger in

their natural habitat. Nevertheless, the Taj safari experience will offer visitors a

fascinating India alternative to the African safari. "Staying in one of these unique Indian

lodges, guests will not only be able to experience the extraordinary tiger reserves, they

will also make a meaningful contribution to three of the country's most precious

resources — its land, its wildlife and its people," says CC Africa CEO Steve Fitzgerald.

This project initiated by Taj is designed keeping the quality of services to offer

the guests with environmental set up of staying in tents, tree houses, or suites. Keeping

Indian ethos and multi diversity culture and tradition architect Dean D'Cruz and CC

Africa's designer Chris Browne, who headed the entire project gave a silhouette to

wonderful experience of natural setting.

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Tiger Saffari at “Bandhavgarh Tiger Reserve Lodge”

The Bandhavgarh Tiger Reserve lodge called 'Mahua Kothi', unveiled on

November 1, 2006, offers a unique opportunity to discover the beautiful jungle of

Bandhavgarh National Park. It learned about the rich biodiversity of central India from a

CC Africa trained naturalist. Travel in comfort in a specially designed Tata open 4x4

safari vehicle, view tigers whilst riding an elephant, indulge in twice-daily safaris in the

reserve, tick off Bandhavgarh's ten Star Birds (a unique Taj and CC Africa programme),

or just absorb the sights and sounds of a traditional Madhya Pradesh village.

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Location of “Mahua Kothi” – Bandhavgarh National Park

The 12 cottages built in the vernacular style of central India called kutiyas have

traditional touches such as mud floored courtyards, swings, wooden shutters, handmade

pottery roof tiles and local textile furnishings. A stay at 'Mahua Kothi' includes

accommodation, food and beverages and scheduled safari activities.9

Outlet at “Mahua Kothi” – Bandhavgarh National Park

9 www.tatamail.com/indian_hotels/articles/20070404_btob.htm - 37k

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What and how much one can explore and enjoy this journey? Reply to this is that

one needs to experience and feel the sight. Few comments from the guest experience after

the visit to the Bandhavgarh National Park is, “Mahua Kothi is unique. It is a treat from

which you come away feeling restored. You have it all here, nature, tranquility, people,

eco mindedness and a wonderful sensibility. The rooms are fantastic with just the right

amount of amenities. I felt totally at home, at ease and very well looked after. I felt that

every need, be it to see a tiger or rest for the afternoon, was perfectly understood and

addressed with an easy obliging hospitality.”

“This is the perfect combination of style, simplicity, color, texture and comfort.

And yes, we did see tigers – six of them! It is a wonderful experience to set off into the

jungle in search of the tigers.”

Conclusion and Suggestions

Hence, here is one such set example of Tajsafari which is yet to go long way.

Nevertheless, there is a need of developing such more innovative concepts to manage

tourism with other diverse regions. For instance, a serious step needs to take up in order

to save the Ganges River that comes from Himalayan ranges. Although lot of measures

have taken to clean the Ganges, but our own religious sentiments is manipulated to be

responsible for the pollution of the Ganges. Similarly, considering the region of Kashmir,

which is described as “Janaata – means Heaven.” Environmental conservation

committee and tourist, both should take some relevant steps towards saving the

decreasing glaciers of the Kashmir regions due once again our own religious sentiments.

Religious tourism is a big business season but precautionary care should be taken in order

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to control the polluting the environment by leaving back the waste of plastics and other

garbage. There should be stricter laws imposed by the tourism ministry in order to save

the environment friendly and serves the purpose of religion. For instance, allow certain

number of pilgrims to travel and maintain the registration record by giving them the visit

certificate so that same group is not repeated in the following year and others too get the

chance. This can be only possible if planned and marketed with the co-ordination of

central and other state government. As Kashmir, is one place where every state would

like to contribute? Proper planning will not only bring tourism but also give boost to the

local industry too. As example quoted of small villages like Vishnupur and Madhubani in

the earlier paragraph, it has not only managed to bring the tourist to the villages but also

popularize the product of their traditional art of Balucheri Sarees and Madhubani

Paintings.

Today hoteliers have also contributed to manage tourism by introducing seasonal,

regional food festivals with traditional style. Hence, they have taken step toward

sustaining the cultural trait of food and beverage supply to the tourist. Similarly, eco-

tourism hotels have also contributed with the maximum use of bio products at the guest

service.

India can grow tremendously in tourism industry as estimated by several

economists. To satisfy the need of the growing market infrastructure is also on the full

swing. Nevertheless, somewhere we are lacking behind in harmonizing with the nature.

The progress of the countries economy is good but progress with eco-friendly

environment, which will serve both economic growth and harmony towards environment.

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Bibliography

1. Deborah McLaren, “Rethinking Tourism and Ecotravel”, Second Edition, June

2003, Kumarian Press, Inc Bloomfield/USA.

2. Gee. Chuck Y, Makens James C. Choy Dexter J L, “The Travel Industry” – IIIrd

Edition, New York, John Wiley & Sons, INC. 1997, pg. 9 – 12.

3. Martin Khor, “Global Economy and the Third World,” in ‘The Case against the

Global Economy’, ed. Jerry Mander and Edward Goldsmith (San Francisco:

Sierra Club Books, 1996), 47-48.

4. IFC/ World Ban, IFC Tourism Sector Review, 4.

5. www.raiuniversity.edu/.../hospitality-management/Front_office/lecture-notes/

chapter-01/lecture-01.pdf - Supplemental Result-

6. http://www.expresshospitality.com/20070915/management07.shtml

7. http://www.unep.org/

8. http://www.mountainpartnership.org/

9. www.tatamail.com/indian_hotels/articels/20070404_btob.htm - 37k

10. http://www.sarid.net/sarid-archives/04/040917-mehovi-blum.htm

11. http://www.thehindubusinessline.com/cgi-bin/bl.pl?mainclass=03&subclass=036

12. http://economictimes.indiatimes.com/articlelist/13357036.cms

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13. http://www.valuenotes.com/asps/IndustryArticles.asp?Id=3&sp=15&nr=15#tablet

14. http://www.treehugger.com/files/2007/07/ganges_river.php

15. http://www.kashmiraffairs.org/gautam_amarnath%20yatra.com

16. http://www.indiastockmarket.com/IiI/News/082106.asp

17. http://wwwinfochangeindia.org/features19.jp

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