Tourism - A Conceptual Framework

8/18/2019 Tourism - A Conceptual Framework

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Chapter I- Tourism: A Conceptual Framework

Chapter I

Tourism: A Conceptual Framework

1.1 Tourism: Concept, Definitions, Types and Historical Development

1.2 Destination: Meaning, Destination Policy, Planning, Development and

Management

1.3 Tourism in te !orld "cenario

1.# Tourism in $ndia : %n &vervie'

1.( Tourism Development in "i))im

1.5.1 Geographical Importance of Sikkim

1.5.2 Tourism Potentials of Sikkim

1.* Tourism Products in "i))im

1.+ Conclusion

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1.1. Tourism: Concept, Definitions, Types and Historical

Development

n simple terms Tourism is the act of travel for the purposes of leisure, pleasure

or business, and the provision of services for this act. There are to important

components that make up tourism. These are the !i" practice of travelling for

pleasure recreation etc. and !ii" the business of providing tours and services for

persons travelling. The issues incorporated in the first component are discretionar#

income !i.e. mone# to spend on non$essentials", the time involved and the

infrastructure in the form of accommodation facilities and means of transport. %ther

component has four basic services to be provided for Tourists. These are, travel

arrangements, board and lodge, food and entertainment.

I

The &nited 'ations (onference on International Travel and Tourism held in )ome in

1*+ considered a definition and recommended that it be studied b# the &nited

'ations Statistical (ommission. - revised definition as prepared and adopted. The

conference considered the term /isitor0 as an# person visiting a countr# 1 other than

that in hich he has his usual place of residence, for an# reasons other than folloing

an occupation remunerated from ithin the countr# visited.This definition covered !i" Tourists, i.e. temporar# visitors sta#ing at least tent#

four hours in the countr# visited and the purpose of hose 3ourne# can be classified

under one of the folloing headings !a" leisure ! recreation, holida#, health, stud#,

religion and sport", !b" business, famil#, mission, meeting. !ii" 4cursionists, i.e.

temporar# visitors sta#ing less than tent# four hours in the countr# visited

!including travelers on cruises"

-ccording to Prof. 6un7iker and 8rapf !1*92" tourism is the totalit# of relationship

and phenomenon arising from the travel and sta# of strangers, provided the sta# does

not impl# the establishment of a permanent residence and is not connected ith a

1 %r a region, province, state: &nion Territor#$ if domestic tourism and long haul trip b# air hen the destination is 12;;; miles aa#.

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remunerated activit#.< Tourism is an activit# of traveling people in the places outside

their non$residence, for not more than one #ear, for business, leisure and other

purposes !&'=T%, 1**".

>. >afari ! ?a# 2;;" said, “tourism now means different things to different people. To

governments, tourism may mean sources of employment, economic activities, per

capita expenditure, and multiplier effects; to the industry sectors, it may suggest

promotion, arrivals, length of stay, receipts; while to religious groups, it brings to

mind pilgrimage, spiritual search, universal brotherhood, unacceptable forms to

tourist practices. To anthropologists, tourism represents a domain of study which

includes contracts between the hosts and the guest, culture change, commoditization

of heritage, prudence. Finally , to the hosts destinations, tourism means Americantourists, apanese tourists, inflation, intrusion; and to the tourists themselves,

tourism offers escape from the daily routines, indulgence in leisure pursuits, rests and

relaxation, education !p.+"!.

Types and orms of Tourism

=hile discussing the t#pes and forms of tourism it is better to identif# and consider

the important parameters based on hich e get different t#pes and forms of tourism.

These t#pes and forms of tourism are man# and no single source of information can

cover all of these. @ut a detail knoledge and idea of destination resources,

destination environment and destination market anal#sis can introduce t#pes and

forms rightl#. So, t#pes and forms of tourism are largel# destination specific and ever

changing keeping in vie the changing market areas and demand aspects.

-cotourism

Tourism that combines local economic development, protection of the Aualit# of the

environment and promotion of the natural advantages and the histor# of an area. The

combination of all or some of the above mentioned kinds of tourism could contribute

significantl# to the development of tourism in an# countr#. The availabilit# of tourist

packages involving gastronom#, entertainment and information about the cultural

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ealth of a countr# should be regarded as a priorit# issue for tourist agents, as it ill

reduce the concentration of tourist activit# in certain areas and ill improve and

enrich the tourist.

/ural Tourism

-n# form of tourism that shocases the rural life, art, culture and heritage at rural

locations, thereb#, benefiting the local communit# economicall# and sociall# as

ell as enabling interaction beteen the tourists and the locals for a more enriching

tourism eperience an be termed as rural tourism. It is multifaceted and ma# entail

farm:agricultural tourism, cultural tourism, nature tourism, adventure tourism, and

eco$ tourism. The stress of urban lifest#le has led to this counter$ urbani7ationapproach to tourism. There are various factors that have lead to this changing

trend toards rural tourism like increasing levels of aareness, groing interest in

heritage and culture and improved accessibilit# and environmental consciousness,

Tourists like to visit villages to eperience and live a relaed and health# lifest#le.

-tnic Tourism

4thnic tourism is travelling for the purpose of observing the cultural

epressions of lifest#les of trul# eotic people. Such tourism is eemplified b# travel

to Panama to stud# the San @las Indians or to India to observe the isolated

hill tribes of -ssam. T#pical destination activities ould include visits to native

homes, attending traditional ceremonies and dances, and possibl# participating in

religious rituals.

-vent 0ased Tourism

4vents are an effective a# of attracting visitors. Sikkim has been operating a number

of successful, long$running events, and over recent #ears ne events have been

introduced. ?a3or themes of eisting events could be Tibatean food, ine, #ak riding,

agricultural$related, fishing, heritage and gardening. Irrespective of the events devised

for Sikkim, it is essential that events are )elevant to communit# in hich the# are

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heldB Spread visitation across the #ear and the regionB Support the theme for the ton

and regionB )einforce the name Sikkim and its destinations< in their publicit#B and

(reate interest for both local residents and visitors.

Conferences

- noticeable trend in comparativel# old destinations of Sikkim is the increasing

emphasis on ?I(4 tourism. %pportunities eist to make greater use of Sikkim for

conferences ith a separate positioning. 6oever, tourism related infrastructure

development, Aualit# accommodation etc. need ould need to be addressed for future.

"ports TourismSikkim has an immense potentialit# for adventure and sports. This highl# speciali7ed

tourism activit# can ensure Aualit# tourism ith high per capita tourist ependiture.

)ecreational fishing, trekking, bi$c#cling, river running, mountaineering, @# orking

ith facilit# oners:managers and representatives of sporting organi7ations, there

ma# be potential for organi7ed sporting events to be developed during times hen the

facilities are not normall# used.

Cultural Tourism

The region


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!ine Tourism

=ine tourism is special$interest travel based on the desire to visit ine$producing

regions, or in hich travelers are induced to visit ine$producing regions, and

ineries in particular, hile travelling for other reasons !Get7, 2;;;".This definition

is a demand$side understanding of tourism behavior. The emphasis is on

understanding ho engages in ine tourism, as ell as h# !e.g. motivation and

preferences" and ho !e.g. here the# go or hat the# do". Drom the destination


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accommodation. This in turn established the a# for development of organi7ed travel.

)omans ere in fact pioneers of pleasure tourism. The# provided necessar#

infrastructure such as good roads, places to sta# en$route, travel booklets. DreAuentl#,

the# visited temples, monuments, p#ramids, seaside resorts, spas and the fall of the

)oman 4mpire in the 5th (entur# -E, resulted in the fall of their pleasure travel.

This period, even toda#, is termed as the Eark -ge0 for tourism. In the 1+th centur#,

the introduction of holida#s as the landmark in the histor# of tourism. These

travellers belonged to the elite section of the societ#. The renaissance, development of

urban s#stem and progress of the road s#stem gave rise to tourism in 4urope. Ital#

hich as the intellectual capital of 4urope and attracted noble men from different

parts of 4urope ho considered travel as essential to complete their education. Thusthe concept of Grand Tour0 became popular. These tourists respected learning,

antiAuities and social refinements of the old orld. Travel increased ith the increase

in ne ealth in the hands of the middle class people. The #ears beteen 1F+ and

1F* ere considered to be the golden age of the Grand Tour. These grand tours

included the poets, authors, and intellectuals and the# paved the a# for popular

tourism in the 1*th 2; th centuries. ?ilitar# epeditions and ars resulted in the

mass movement of people, besides the discover# of ne trade routes to hitherto

unknon destinations. In the middle ages the main motive for travel as religion.

Travel for religious purposes as a ell established custom in most part of the orld.

The spread of religion subseAuentl# led to numerous pilgrims making their a# to the

hol# land. Pilgrimage provided the necessar# impetus for the societ# to break out

its narro confines and visit places associated ith religion. The poerful

influences of a crusading religion slol# penetrated a foreign land such as

(hristianit# in 4urope and later in -merica, Islam and 6induism in -sia. In the 1Hth

centur# the middle income group began to travel from village to cit#, from cit# to cit#

and from countr# to countr#. The development of good transport and accommodation

further improved tourism. ?oreover, the introduction of the raila#s in 1H9; gave a

tremendous boost to tourism. In 1H+;, the first passenger traffic beteen iverpool to

?anchester commenced. %rgani7ed rail travel came into being in 1H91 hen the

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@aptist preachers of Eerb#shire engaged a special train from eicester to

oughborongh to take delegates to attend a meeting and bring them back. ater

Thomas (ook took about 5F; passengers b# ?idland countries )aila# at a speciall#

reduced rate in India, on -pril 1+ th 1H5, the first train service started form @ori

@under in @omba# to Thana covering a distance of 8ms. Toda# Indian )aila#s

have the third largest netork in the orld under a single management. The rail$road

development as folloed b# the motor cars hich reduced travel time. The boom in

the tourist movement in 4urope can be directl# linked to the introduction of the

private motor car approimatel# ten #ears before the =orld =ar I. The development

of the motor car coach and improved road conditions led to a tremendous groth in

travel. =hile road and rail transport ere limited to domestic tourism, theintroduction of steam ships, helped man to cross boundaries and promote inter$

continental travel and promote international tourism. The adventurous seamen like

(hristopher (olumbus discovered ne lands. Travel to -merica, the 'e =orld0

as considered a land of opportunities and fortunes.

The tourism hich as prospering in leaps and bounds suffered a set back during the

=orld =ar I. Tourism is global and national scale being possible onl# in times of

peace and prosperit#, suffered #et another set back during the =orld =ar II hich

brought in economic destruction and political instabilit#. 6oever, the period in

beteen the to orld ar sa fair amount of travel and tourism. The development

of -ir transport after the second =orld =ar in 1*5;, gave a boost to tourism. The

societ# eperiencing rising standard of living began to reap the benefits of faster and

economic travel through aira#s. ?ass tourism thus emerged on a large scale. The

Industrial revolution as responsible for changes in the economic as ell as social

s#stems prevailing at the time. - large number of factories came up, tons sprang up

hich is turn necessitated larger scale migrations from the countr# sides to the

tons and cities. Euring the Industrial )evolution, paid annual holida#s ere

aarded to the orkers for ork done for a #ear. Eue to long orking hours and

poor living conditions, the need for relief as acute for the orking class and an

escape as the onl# anser to the problem. Those ho could afford the escape

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proceeded to various resorts nearb# forest and relaation. Graduall# better orking

conditions, increase in material ealth and improvement in transport and

communication during the second half of the 1*th centur#, enabled industrial orkers

to avail of holida#s in faraa# places for rest, relaation and pleasure. Though

travel is as old as man himself and some record of ancient travel is available accurate

anal#sis of the measurement of travel can be traced back to 3ust 5; #ears back. In

1*F5 =orld Tourism %rgani7ation came into eistence ith its headAuarter at ?adrid

in Spain. The =.T.% covers all sectors of tourism on orld ide basis and provides

statistics to improve and regulate tourism in the orld. In 1*F+, there ere nearl#

22; million international tourist arrivals in the orld. This as an increase of

nearl# *;J in the ten #ears preceding it. 4conomic fluctuations resulted in atemporar# set back to the groth of tourism in earl# F;


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related changes in the nature of visitation and the ph#sical character of the destination

are contributing to the achievement of the kind of destination that stakeholders ant.

%n the other hand Eestination ?anagement0 is more a micro$level activit# in hich

all the stakeholders carr# out their individual and organi7ational responsibilities on a

dail# basis in efforts to reali7e the macro$level vision contained in polic#, planning

and development !)itchie and (rouch, 2;;". -ccording to Goeldner et al. !2;;;",

tourism polic# is - set of regulations, rules, guidelines, directives, and

development:promotion ob3ectives and strategies that provide a frameork ithin

hich the collective and individual decisions directl# affecting tourism development

and the dail# activities ithin a destination are taken.)., =alker, >.T. ! 2;11", "#lanning involves selecting the

various goals that an organization wants to achieve and the strategies $ actions% to be

ta&en to ensure that those goals are accomplished $p.'((%). In organi7ations or in

destinations, eecutives or planners determine here the organi7ation is and here it

ants to go. Goals are established for each of the ke# operating areas covering

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organi7ational structures, tourism related legislation and regulations, education and

training programs, availabilit# of financial capital and mechanism to attract capital,

marketing strategies and last but not the least travel facilitation of immigration,

custom etc. Tourism planning begins ith a strategic planning ! creating long term

plan" such as a tourism master plan hich is also based on an environmental scan that

assesses socio$cultural, technological, economic, educational, political and legal

factors.

Dolloing the 4conomic Surve# of Sikkim !2;;+$;F" it could be said that the people

of Sikkim ill achieve their full potential b# selecting tourism as a tool for their

groth and development strateg#. The document also ehibited that the vision of

Sikkim is to develop a vibrant econom# that creates ealth and 3obs and provideschoices and opportunities for people to live, ork and invest in Sikkim, and to

recogni7e the values of its uniAue environment for present and future generations. So,

the ob3ective for tourism development in Sikkim ill be recogni7ed ithin five

#ears as the top performing tourist econom# of its t#pe in India, as a leading

destination for visitors, and as a leading region for 'orth$4ast Indian business

successes. @esides, five important goals brought to light in the polic# document e.g.

management goal, communit# goal, industr# goal, consumer goal, marketing goal.

Several documents for tourism published b# the government incorporate the area to

address a strategic business orientation. These are, rapidl# groing tourism industr#,

strong and diverse nature$based product, proimit# to main source markets, high

standards of service and professionalism, sustainable and green marketing approach,

herbs, medicinal plants and rare orchids, @uddhist culture and heritage.

1.3 Tourism in te !orld "cenario

Tourism is emerging as a ke# driver of 21st centur# economic and social evolution. It

is the largest creator of 3obs, ealth and investment in the orld. %ver HJ of all 3obs

orldide as dependent on travel and tourism in 1*** and travel and tourism

supported the creation of over 5.5.million 3obs per #ear till 2;1;. Spending b#

international visitors amounted HJ of orld eports in 1*** ith further impact b#

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Tourism in India is the largest service industr#, ith a contribution of +.2J to the

national GEP and H.FHJ of the total emplo#ment in India. In 2;1;, total Doreign

Tourist -rrivals !DT-" in India ere 5.FH million and India generated about 2;;

billion &S dollars in 2;;H and that is epected to increase to &SLF5.5 billion b#

2;1H at a *.9J annual groth rate. M1N The ma3orit# of foreign tourists come from &S-

and &8. 8erala, Tamil 'adu, Eelhi, &ttar Pradesh and )a3asthan are the top five

states to receive inbound tourists. Eomestic tourism in the same #ear as F9; million.

-ndhra Pradesh, &ttar Pradesh, Tamil 'adu and ?aharashtra received the big share

of these visitors. ?inistr# of Tourism is the nodal agenc# to formulate national

policies and programs for the development and promotion of tourism. In the process,

the ?inistr# consults and collaborates ith other stakeholders in the sector includingvarious (entral ?inistries:agencies, the state governments and union territories and

the representatives of the private sector. (oncerted efforts are being made to promote

ne forms of tourism such as rural, cruise, medical and eco$tourism. The ?inistr# of

Tourism also maintains the Incredible India campaign. India can boast of one of the

most ancient civili7ation in the orld. Its rich and diversified culture, tradition,

heritage, cuisine and hospitalit# are the ne source attraction features if tourism. The

Fth 5 Oear Plan, for the first time, moved toards the promotion of India as an

ultimate holida# destination ith its nel# introduced beaches, hill stations,

adventure sports and such other alternative tourism attractions as ma# be

economicall# viable, environmentall# sensitive, sociall# and culturall# respectful.

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http://en.wikipedia.org/wiki/Tourism_in_India#cite_note-0%23cite_note-0http://en.wikipedia.org/wiki/Keralahttp://en.wikipedia.org/wiki/Tamil_Naduhttp://en.wikipedia.org/wiki/Delhihttp://en.wikipedia.org/wiki/Uttar_Pradeshhttp://en.wikipedia.org/wiki/Rajasthanhttp://en.wikipedia.org/wiki/Andhra_Pradeshhttp://en.wikipedia.org/wiki/Incredible_Indiahttp://en.wikipedia.org/wiki/Tourism_in_India#cite_note-0%23cite_note-0http://en.wikipedia.org/wiki/Keralahttp://en.wikipedia.org/wiki/Tamil_Naduhttp://en.wikipedia.org/wiki/Delhihttp://en.wikipedia.org/wiki/Uttar_Pradeshhttp://en.wikipedia.org/wiki/Rajasthanhttp://en.wikipedia.org/wiki/Andhra_Pradeshhttp://en.wikipedia.org/wiki/Incredible_India


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igure 1.1 Development $nitiative of Tourism in $ndia

Development $nitiatives &ectives and $mportance

Te "argent Committee 14#(,

sumitted its report in 14#*5

&ectives To surve# the potentials of developing

tourist traffic

To create a#s and means of developing

places of tourist interest

To suggest hat facilities ill be

reAuired

To recommend hat actions shall be

taken

To deal ith other aspects of tourist

traffic

$mportance

Tourism in India developed properl# onl# after a

(entral Tourist %rgani7ation as set up as a

result of the recommendation of the Sargent

(ommittee. - separate tourist branch as

created in 1*9* but the hole time attention as

confined onl# to the number of tourist traffic in

the countr#. Sargent (ommittee also

recommended one (entral %ffice and regional

offices. It also recommended tourist publicit#

cell in Indian 4mbassies and (onsulates all over

the orld.

&ectives

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%d oc Tourist Traffic

Committee 14#6

%ir Corporation %ct 14(35

To look after a large number of travel sub3ects

hich included development of both

international and eternal tourist traffic,legislative matters, Dive Oear Plans, travel

agencies, hotel and rest houses, facilitation,

tourist statistics and monthl# reports.

$mportance

It as entrusted ith the 3ob of suggesting a#s

and means of promoting tourist traffic to and in

India

- separate tourist traffic branch as set up

under the ?inistr# of Transport in 1*9*.

It also participated in conference of &nited

'ations and its agencies.

It established a coordination ith the ?inistr#

of )aila#s

It established tourist bureau in states and

developed tourist centers.

It arranged training programs for tour guides

and escorts.

&ectives and $mportance

=ith the help of this -ct the Government of

India nationali7ed the -ir Transport (ompaniesith to national undertakings namel#$ -ir

India and Indian -irlines

- separate tourism department as set up


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ormation of te Ministry of

Tourism 14(65

Canges of name of te Ministry

14*+5

"etting up of 7a Committee

14*35

@# the Presidential order dated 19 ?arch 1*+F,

the Eepartment of -viation and Tourism hich

as under the ?inistr# of Transport and (ivil-viation as formed into a separate ?inistr#

designated as the ?inistr# of Tourism and (ivil

-viation, ith to constituent departments

Eepartment of Tourism

Eepartment of (ivil -viation


Dolloing the report of the -d hoc (ommittee

on Tourism also knon as the >ha (ommittee

!1*+" hich recommended that the public

sector should assume a more positive role in

promoting tourism, the Government of India set

up in 1*+5 in the Eepartment of Tourism three

separate corporations, vi7. 6otel (orporation of

India imited, India Tourist Transport

&ndertakings imited, India Tourism

(orporation imited. These three undertakings

ere set up under the provision of the

(ompanies -ct 1*5+.


Dor better coordination the Government of Indiamerged 6otel (orporation of India td., India

Tourism (orporation td. and India Tourist

Transport &ndertakings td into one composite

undertaking called India Tourism Eevelopment

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"etting up of $ndia Tourism

Development Corporation 14**5

1st ever Tourism Policy of te

8nion 9overnment of $ndia

came into eing during 1462.

During te 6t ( ear Plan

14424+5, 1( states and 3 8nion

Territories ad declared tourism

as an industry and four states

declared otel as an industry.

Te ;ational Committee on

Tourism 'as set up in 7uly 146*

y te Planning Commission to

(orporation.


%nl# eport industr# status as accorded andnot the status of an infrastructure industr# as

#et.

-dvocated private sector participation

Eevelopment of selected tourist places

Eiversification from cultural related tourism

to holida# and leisure tourism.

Eevelopment of adventure sports.

4ploring ne source markets

)estoration of national heritage pro3ects.

aunching of national image building.

Providing inepensive accommodation in

different tourist places.

Improving service efficienc# in public sector

corporations.

Streamlining of facilitation procedures.

-igt Plan Program

The (entral Sector Tourism Plan encompassed

!i" Eepartment of Tourism

!ii" India Tourism Eevelopment

(orporation

!iii" ?an$Poer and Institutional Eevelopment


The (ommittee recommended that the

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prepare a perspective plan for

tourism. Tis Committee,

eaded y Moammad unus,

sumitted its recommendation in

;ovemer 146+.

Te Tourism inance

Corporation of $ndia TC$5 'as

set up in 146+ 'it a corpus fund

of /s. 1


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The most significant feature of the tourism industr# is its capacit# to generate large

scale emplo#ment opportunities particularl# in remote and backard areas. It offers

enormous potential for economic utili7ation of the natural attractions like landscape,

mountains, beaches, rivers etc., hich ould otherise remain either idle or under

utili7ed. It also applies to a multitude of man$made attractions like monuments,

palaces, forts and uniAue rural and cit# environments. - desirable feature of tourism

industr# is that it emplo#s a large number of omen both educated and uneducated. It

has a natural affinit# to the nature of omen, as hospitalit# is an industr# in hich

omen have been participating for centuries. In fact, omen are in large numbers in

hotels, airline services, travel agencies, handicrafts making, cultural activities and

other tourism related activities. Total emplo#ment both direct and indirectemplo#ment inclusive as 2;.; million in 1**5$*+ !?inistr# of Tourism, 1**+". The

labour capital ratio per million rupees of investment at 1*H5$H+ prices in the hotel

and restaurant sector is H* 3obs as against 99.F 3obs in the case of agriculture and 12.+

3obs in the case of the manufacturing industries !?inistr# of Tourism, 2;1;". So,

considering all the segments of tourism industr# the 3ob ratio is 9F.5 hich is still

higher than the manufacturing and agricultural sectors respectivel#. &nder this

scenario e made an attempt to anal#7e the groth and variation in the international

tourist arrivals in India over the period 1*H;$H1 to 2;;H$;*. The hole period is

again sub$divided into to sub$periods Period I, ranging from 1*H;$H1to 1**;$*1,

is the period

prior to the introduction of globali7ation in Indian econom# and the second sub$

period !1**1$*2 onards" is the period of global econom# in India. 6ere the null

h#pothesis as coefficient of variations !(/s" is identical over to sub$periods i.e.

before and after the globali7ation.

Tale 1.1: =ariation in te arrivals of tourists from 1( destinations

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?ore specificall#, the coefficient of variation over the #ears for the period II asconsiderabl# high compared to the period I irrespective of geographical location and

socio$economic disparities. So, tourist arrivals during the period I as more

consistent than period II. The arrivals of tourists from 4urope and 'orth -merican

continents has been drasticall# loosing consistenc# ith all t#pe increases in variation

though these are believed to have been the most important contributors in the

international tourism receipts for India. This ma# be because of the poor

infrastructural level, internal civil unrest in various parts of the countr# and

conseAuent negative promotion, poor h#giene level and hospitalit# from ithin the

countr#. Some important international reasons are orld ide threat to terrorism,

global economic recession and industrial donfall in developed countries, changes in

Page 2;

DESTINATIONS CV for su-

perio! I

CV for su-perio!

II

8.> 2+.5*+H H.1*+H5

8.".% 1+.H529+ 5+.HF*1H

C%;%D% 1H.25;9+ 51.**951

/%;C- 1H.1F5+1 *.H125

"/$ ?%;>% 5.+HF*5 9.92FF5

9-/M%; 1H.FH12 H*.9*2;1

7%P%; 2*.22112 2*.H;F5*

M%?%"$% 12.5591 91.2;55

%8"T/%?$% 1+.H**+F 52.*512

;-P%? 22.;2;*5 99.;*;15

"$;9%P&/- 1H.H9H+H 2.+H9FH

$T%? 2.+;*1 2F.F;551

;-TH-/?%;D 2H.9;9+ 25.;;+

"&8TH >&/-% 25.55*9+ F5.*;5HH

"P%$; 2*.9F*;5 99.H951


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civil aviation marketing, rising up of competitive South: -sian destinations ith

distinct competitiveness and certain special t#pes of tourism.

/ariation as comparativel# less over to different periods for >apan because of

?I(4 centric and organi7ed leisure travel hile other to countries like Sri anka

and 'epal registered a significant variation as the reasons to visit India ere different

and related to /D) and common interest tourism.

-nother stud# of international tourist arrivals ehibited the same trend of consistenc#.

If a tourist arrival is one of the criteria to eplain the market trend the -sian and

-ustralian tourism market are found to be more consistent than 4uropean market.

@ut, 4uropean market ensures more tourist arrivals than -sia or -ustralia or 'orth

-merican continent. Dolloing is the table shoing groth rates of tourist arrivals inIndia.

Tale 1. 2: 9ro't /ates of Tourist %rrival in $ndia from top 1( destinations

Destination Period $ Period $$ Trend

rea)

/ 2 D.!.

statistic

8.> +.+9Q +.*+Q ;.2 ;.*F 1.F5

Page 21


22/39


8.".%

Canada

rance

"ri ?an)a

9ermany

7apan

Malaysia

%ustralia

;epal

"ingapore

$taly

;eterland

"out >orea

"pain

!+.;*"+.9;Q

!9.H1+"+.5HQ

!5.2H"9.+QQ

!2.5HF".HQQ

!2.9H2"5.52QQ

!2.2*;9.F2QQ

!2.9F+"9.92Q

!.H+F"

5.55QQ

!2.+;*"+.21Q

!.122"9.95Q

!.2FF"9.1QQ

!2.11H".*QQ

!2.;*2"*.9Q

!.;11"F.;*Q

!.5H"

!19.*5"H.21Q

!*.99*"F.F5Q

!1;.*F"9.5Q

!5.952".FFQ

!.*H9"9.H9Q

!5.*1F"5.5*Q

!+.9H+"5.+;Q

!1;.;1"

+.5*Q

!+.1*"+.HQ

!H.;9"5.+9Q

!F.H5".9HQ

!9.+FH"+.9Q

!+.92+"1.1HQ

!11.1"+.FQ

!*.92H"

!;.H1"1.H1QQ

!2.;;H"1.1FQQQ

!1.F;";.1+!;.12";.H!;.92"$;.+H!$;.+2";.HF!;.+;"1.1F!1.+F"

1.;!;.+9*";.+2!;.9;F"1.1H!1.1H"$;.+9!$;.91"2.5;QQQ

!1.H1+".HQQQ

!1.H"$;.F2!$;.9+9"

;.*F

;.*+

;.HH

;.*2

;.5+

;.*;

;.*+

;.*1

;.*2

;.*9

;.F;

;.*

;.*9

;.H1

1.H2

1.+2

1.F1

1.5

2.1

1.FF

1.5+

2.11

2.1F

1.H2

2.12

1.**

2.;H

1.+2

@, @@ and @@@ mean significant at 1A, (A and 1< A respectively.

The above table interprets that tourist arrivals from 4uropean countries ere

traditionall# inconsistent ith negative trend break for three countries and poor

differences. It ma# be because of a negative image caused b# poor Aualit#

infrastructure, poor hospitalit# and h#giene condition, rigid regulator# access to

airports and other entrance areas, internal civil unrest etc. Some other important

global factors ere economic recession, threat to terrorism, emergence of other

competitive -sian destination and underestimation of ?I(4 tourism, special interest

tourism, adventure tourism, shopping and recreation tourism and such other forms of

Page 22


23/39


tourism as ma# be found to be important for changing &niAue Selling Proportion

!&SP". This market stud# ehibited an over all to t#pes of market trends vi7.

consistent and inconsistent. 4uropean market as found to be inconsistent and

dindling. It is also noticeable that the number of arrivals from 4uropean countries

as considerabl# high over all period of time. - concrete and concerted

understanding of demand and suppl# ill contribute to the overall development and

marketing strateg# of Tourism Eestinations for 4uropean market in India.

So, inconsistentl# high number of tourist arrivals from 4urope has shon an

oscillator# ever fluctuating market trends for hich suppl# components of tourism

can be unstable along ith the cumulative effects of seasonal fluctuations. -gain

dependencies on -sian and -ustralian tourists have led to an -sia$(entric market. So present International Tourism ?arket for India is traditionall# 4uropean Tourism

development directed


24/39


including Ear3eeling to the @ritish India. 'o this 22nd Indian State !3oined Indian

&nion in 1*F5" has %ver H1J of the total geographical area under the administrative

managerial control of the ?inistr# of 4nvironment and Dorest, Government of India.

%ver 95J of the total geographical area of the state is under tree cover and nearl#

9J of the geographical area is set aside as protected area netork in the form of

national park and ildlife sanctuar#.

1.(.1 9eograpical $mportance of "i))im

The second smallest State of the Indian Sub$(ontinent, Sikkim is situated in the

might# 4astern 6imala#as spreads belo the orld


25/39


"ource: ttp:BB'''.si))im.gov.inB dated 31.+.2


26/39


Pysiograpy

The thimble si7ed0 Sikkim is like an irregular rectangular in shape and rugged and

mountainous state. 4ven the river valle#s too limit themselves to the course through

hich the# flo ith a rare eception of tin# level patches found here and there. The

streams and rivulets don


27/39


igure1.3: Maor Pea)s in or around "i))im

"ource: ttp:BB'''.si))im.gov.inB dated 31.+.2


28/39


5;;; mm. and average number of rain# da#s !da#s ith rain of 2.5 mm. or more"

ranges from 1;; at Thangu to 1H9 at Gangtok. The average rainfall varies beteen

125 cm and 5;; cm. Gangtok receives about +; cm. of annual rainfall hile 'amchi

and 'a#aba7ar receive 155 cm. and 19; cm. of annual rainfall. Euring the inter a

si7eable part of the state receives copious snofall.

Climate and Temperature

/alle#s characteri7ed b# elevations of less than +;; meters above sea level

eperience moist tropical or humid tropical climate. @ut as one climbs up, the

temperatures start falling and areas la#ing beteen +;; meters to 2;;; meters above

sea level en3o# cool temperate climatic conditions. Durther up, it is cold temperateclimatic conditions hich prevail in area having elevation beteen 2;;; meters to

;;; meters above mean sea level.

The foothill 7one ad3acent to the =est @engal border eperiences relativel# high

temperatures during summer. 4lsehere the summer are pleasant or cool or cold

depending largel# on altitude. -t 'a#aba7ar, situated at the most southern section of

the state, the temperatures are as high as 9;; ( during Summer. @ut hen one goes

toards the southern part ith rising relief, there is 'amchi !5;( during the

summer". These are hoever, the maimum temperatures during the summer season

and the minimum temperatures ma# fall b# 5; (. -s one goes high and high, the

temperature falls and coldness increases till the snoline is reached hich itself is

determined b# altitude and aspect. The area hich have elevation of more than 5;;;

meters above sea level have perpetuall# sno$clad mountains and obviousl# en3o#s

-rctic t#pe of climate.

In >anuar# the temperatures in Sikkim range from 9 ; to 19; ( !*; to 5F; D"B In ?a#

the temperatures range from 19; to 22; ( !5F; to F2; D". Though Sikkim is an integral

part of India its climatic condition largel# varies from the main land. This region can

not be simpl# defined as monsoonal0 or Tropical ?oist0. The (apital cit#, eotic

Gangtok en3o#s the summer temperature ranging from 2.; ( to 21.; ( respectivel#.

Page 2H


29/39


;earest /ail'ay "tation

The closest railhead is at 'e >alpaiguri in =est @engal, 19H km from Gangtok.'e

>alpaigiri and Siliguri are ell connected ith 8olkata, Guahati and other ma3or

Indian (ities. @ut reservation service is available at special booking office in

Gangtok.

;earest %irport and Helicopter "ervice

The closest Indian airport is at a distance of 129 km from Gangtok at @agdogra, in

=est @engal. @agdogra is ell connected ith 8olkata, 'e Eelhi, Guahati and

other ma3or Indian cities. Though Sikkim has no airport as such, #et its helicopter service are among the ver# fe chopper services in India. The @agdogra airport is

connected to Gangtok b# a helicopter service, hich takes approimatel# ; minutes

to Gangtok. Sikkim Tourism Eevelopment (orporation operates this service dail#.

/oad

'6$1 is the life line of Sikkim. Gangtok is ell connected b# this '61 and 119 km

from Siliguri and takes 9hours b# @us and less then 9 hours b# other vehicles.

Gangtok is also connected b# road ith Ear3eeling, 8alimpong and ith @hutan,

Phuntsholing !+ hrs.". the longest north$south distance is about a hundred kilometers

and the east$est breadth ranges beteen +; and F; kilometers. Its total area is F2**

sAuare kilometers.

orestry and !ildlife "ector

-forestation is one of the ma3or activities of the Eepartment. -lthough a forestation

as carred out since inception of the Eepartment, it took pace ith the announcement

of the #ear 1**5 as 6arit 8ranti Oear b# the Government. Since then the State

Government has given top priorit# for creating more and more green cover in forests

as ell as in private astelands. Since then, over 95;;; hectare of degraded forest

lands and about 15;;; hectare of private land has been covered b# tree, fodder,

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fuelood and ornamental plantations and b# aided natural regeneration. Dorest

Protection %f late, protection of forests has become the challenging task for the

Eepartment. =ith the eplosion of population, the hunger for more and more timber

and other forests produce has risen. 4stablishment of =ireless (ommunication

'etork To protect forests from illegal felling and theft of forest produce, the

department has established ireless communication netork connecting the @locks

ith the )anges, Sub$Eivisions, Eivisions and (ircles of both the Territorial and

=ildlife =ings. -mendment Sikkim Dorests, =ater (ourses, )oad )eserve

!Protection and Preservation" -ct,1*HH.

8anchan3unga 'ational Park The initial area of this 'ational Park as H5; sA. km.

The park area as etended to 1FH9 sA. km. for conservation of high altitude floraand fauna o the state. 8anchan3unga @iosphere )eserve It is ith the core area of

1FH9 sA.km. and buffer 7one of H5.*2 sA.km. It as declared a biosphere reserve on

Fth Debruar# 2;;;. State level @iosphere )eserve (ommittee and @iosphere )eserve

(ommittee ! local committee" ere constituted vide 'otification 'o. +*:D, 4'/

= dated 1+th Eecember 2;;;.The ?anagement Plan of the @iosphere )eserve for

the #ear 2;;1$;2 ith the financial target of )s. 1;1.F2 lakh has been submitted to

the ?inistr# of 4nvironment and Dorest, Govt. of India. 6imala#an Koological Park

It is located at @ulbule# near the (apital of Sikkim. The initial pro3ect costs ere

)s.9+F.;; lakhs. The infrastructural development of the 7oological park started in the

Hth Dive Oear Plan. - revised form of the Pro3ect has been introduced in the #ear 2;;;$

;1 ith the target of )s.1;+;.;; lakhs.

1.(.2 Tourism Potentials of "i))im

Sikkim is politicall# divided into 9 Eistricts, 'orth !?angan" being aa# from large

market of =est @engal but ith immense tourism potentialities. The capital cit# of

Gangtok en3o#s the development of infrastructure, all modern civil amenities,

access to health and education facilities and emplo#ment opportunities compared to

all other Eistricts, South !'amchi" =est !G#ashing" and 4ast !Gangtok". ?oreover

'orth Eistricts is unfavorable in terms of its topograph# because of etreme climate

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and mountainous terrain, hich range in height from 1F,;;;ft to 2H,;;;ft., unlike the

other districts. The habitations are scattered, there are ver# fe roads and the area is

traversed b# a single state higha#, onl# F.+*J of Sikkim


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;ln ln ln!1 "

t 0 0 t r = + + .

Taking , 1β ;ln0 and 2β ln!1 "r + , the model can be reritten as

1 2ln t 0 t β β = +

-dding the disturbance term t u to the above model e have

1 2ln t t 0 t uβ β = + +

here,2!;, "

iu 1 σ :

Dor domestic tourists arrivals the model is derived to be,

ln *.5* ;.11t

0 t = +

-nd the same for international tourists arrivals is,

ln F.F .;H9t

0 t = +

8eeping in vie the above eAuations ith positive groth rates, it ma# be forecasted

that the arrivals of both the t#pes of tourists ill increase for the net #ears also. The

forecasted arrivals of tourists are +,15,H and 29,1;1 for domestic and international

tourists respectivel#. Drom the measure of (oefficient of /ariation< !(/" it ma# be

noted that the domestic tourist arrival is more fluctuating ith its (/ of ;.11 and the

same for the foreign travellers is .;H9.

1.* Tourism Products in "i))im

9angto)

Gangtok is the capital of Sikkim. Its name generall# means 6igh 6ill0. Situated at

over 5;;; feet above sea level, the cit# looks to be tucked aa# in a cloud spraling

over a hill. The third highest mountain peak, 8anchan3unga can be vieed as a

spectacle of onder


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sculpture in relief. ?agnificent ooden sculpture can also be found inside the (hapel.

The sculpture is highlighting the massive @uddhist murals the adorn the alls. -n

eternal butte$lamp light the floor to ceiling alters, housing the deities and the

sculptures. This place is also important as a venue of almost all festivals. To orship

8anchan3unga its indigenous arrior dance and 6at dance to celebrate the 'e Oear

are some of the festivals celebrated in this chapel. Previousl# the coronation of

(hog#als, %ath taking b# counselors and ro#al eddings ere celebrated inside the

chapel.

Te /esearc $nstitute or ;amgyal $nstitute of Tietology

This institute is situated at the top of the hill and as established to promote researchon Tibet and ?aha#ana @uddhism. This institute is knon as the highest seat of

learning among the ?aha#ana scholars. It as inaugurated b# Pandit 'ehru on

%ctober 1, 1*5H. The institute has its interiors lavishl# decorated ith great murals

and ornate ood carvings. The cabinets of the halls contain a vast librar# of Tibetian

deities. It contains a greatest collection of books on ?aha#ana @uddhism. The

museum of the institute also contains to hundred icons, pri7ed ob3ects of traditional

art, ritualistic chortens, brass bells, Eor3is !thunder bolts", )osaries, thangkas ! hand

printed scrolls oven or appliAu", are the main collection of the museum hich have

on international prestige. This institute is open from ?onda# to Saturda#.

Deer Par)

%n the southern fringes of Tashiling, a valle# drops a sheer thousand meter belo and

the Eeer park of Gangtok. -n image of the lord @uddha in his preaching posture can

be found in the park. %riginall# the park is a sanctuar# for deer. To alk around, to

the smoothing ripples of the )ongnek, stream added ith the charming site of spotted

deer and long horned antilopes ould reall# prove to be a pri7ed alk.

&rcid "anctuary

it is situated belo the 'amg#al Institute of Tibetolog#. - large variet# of orchids

ranging from the commonest variet# to rarest ones are found in the sanctuar#.

Page


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9overnment Cottage $ndustries $nstitute

This multi$craft institute is actuall# named after the last (hog#al Palden Thondup.

The locall# available handicrafts are sold in this institute. @eautiful hand oven

oolen carpets ith traditional Sikkimese motifs and and uniAue designs and

combination are in great demand in Sikkim and abroad. The handsome oolen

teture and durables, plush and are d#ed not ith s#nthetic d#es but traditional

Sikkimese vegetable d#es. The design varies from sophisticated harmonious tones to

the rioting of vermillion against intense blues. -nother eclusive product of the

institute is the Sikkimese table locall# called (hoktse. It is foldable and prepared in

var#ing desins and dimensions. The hand$made paper is an another productdemanded inside and outside the state. The traditional Sikkimese eaves and oolen

blankets hich can be designed into bags, shals, 3ackets, opulent Sikkimese thankas

! traditional tapestr#" leather orks, dolls, -ppliAu ork, batiks, and eAuisite

selection of dolls, and variet# of fashionable garments for modern people are the

other displa#ed specialties of the institute.

9ate !ays

The Gatea#s of Gangtok cit# have been designed in a ver# attractive and artistic

manner. There is a strange enchantment and charm about these gates. The gate that

spans the entrance to Tashiling has a beaut# of its on. The Sikkimese art and the

minute skill depicted b# the indigenous artists are visible on these structures.

>aelongsto)

-t a distance of about 21km from Gangtok is located a historic 8abi or

8habelongstok the venue here blood brotherhood as sorn beteen 2hye34umsa,

the renoned ancestor of 1amgyals, the former ruling house of Sikkim and The&ong

Te& the then and last epcha (hief. - memorial stone adorns the place as a testimon#

to the historic and sacred agreement. Thousands of pra#er flugs stand on the hill

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above and people from all corners of the state come to sho their religious attitude

and spiritual salvation.

lo'er estival and in 9angto) and ;amci

-s Sikkim is knon to have a ide range of floers and plants, floer festivals are

in vogue in Sikkim


36/39


mountains, forbidden eotic local people in inaccessible areas, multiethnic

communities and above all the calm, coolness and complete Auiet make the place

ideal for eplorers, drifters and adventurers. Its adventure activities include the

folloing

iver rafting5 running6 Sikkim has a orld famous river$stretch in the river Teesta

that attracts thousands of river runners in the countr# and outside the orld. )iver

)angeet also offers a hite ater action ith ever# blend of the revealing ne

panoramas$gorges ith vegetation covered vertical alls soaring from the sift

aters, luurious aterfalls and tranAuil lakes.)iver )unning Infommation

Sikkim Tourism organi7es package programs during %ctober 'ovember and can

prepare special itineraries for interested groups. Prior permission is reAuired for conducting rafting. Teesta 7xperience ?akhaUSiraniU@ordangU)angpo

angeet 7xperience SikipU>orethangU?a3itarU?elli. 2aya&ing6 8a#aking is

done in relativel# calm ater. @ut in Sikkim, 8a#aking is undertaken on the Teesta

river for ver# eperienced adventurers. Tre&&ing6 Sikkim is a place for novice as ell

as the most eperienced trekkers. Trekkers get all t#pes of assistance from -dventure

Eivision of Sikkim Tourism in Gangtok or from an# recogni7ed Travel -gents. The

folloing itineraries have been dron up ith Ouksam as base. Trekkers hut along

trek routes are at Pema#angtse, 8hachopalri, Ouksam, Tsokha, E7ongri, Thangshing,

Tashiding, /arse#, Oangang, )abongla, Sang andSikip. Some of the important treks

are)hododendron Trek !?arch$?a#" 'a#aba7arU6ille#:SorengU/erse#U

EentamUPema#angtse. 8anchan3unga Trek ! ?id ?arch$?id >une: %ctober$

Eecember" OuksamU@akimUTsokhaUE7ongriUThangshing: @ikbariU

Kemathang: (haurigangUGoecha la: )athong Glacier and back. (oronation Trek

!%ctoberUEecember")umtekUSangUOangangU)abonglaUTashidingUOuksam.

Tre))ing $nformation

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The treks ill not be eceptionall# difficult though one must be in good ph#sical

shape before taking the 3ourne#, since the altitude varies from +;;; ft. to around

19;;; ft. Some trekking eperience is reAuired and a good guide familiar ith the

topograph# ill be advisable. ?ost of the camps have primar# 6ealth (enters but it

is advisable to have personal medical kits. 4Auipments include the light eight

trekking shoes, to: three pairs of oolen shirts, thick trousers, pullovers, ind proof

3acket, cap, anti$sunburn cream, sleeping bags. )ack sacks, sleeping bags,. Tents,

3ackets can be hired from the Tourism %ffice at ver# nominal rate. @esides, all

environmental rules and regulations, general rules need to be maintained.

/umte) Monastery

It is 3ust 29 km. aa# on the loer valle#s of south$est Gangtok. It is the

headAuarter of 8ag#u !black hat" order of Tibetian amaistic @uddhism. It has the

t#pical monastic paintings and intricate oodork. -fter 1*5* the older Sikkim

perched on the spur of the hill has recentl# been renovated but ithout interfacing

ith the original traditional architecture. The monaster# .

orestry and !ildlife

Sikkim is situated in a geographicall# fragile and ecologicall# sensitive mountainous

terrain and has over H1 per cent of the total geographical area of the State under the

administrative control of Dorest, 4nvironment and =ildlife Eepartment. The forest

cover has increased from F per cent to about 95 per cent of the total geographical

area of the State during the last to decades.

0iodiversity:

Totall# five t#pes of forests are found in Sikkim comprising the total vegetation and

largel# depends on the altitude of the area. The# are Tropical Er# Eeciduous Dorest,

Sub$Tropical Semi$4vergreen Dorests, Temperate @road eaved Dorests, Sub$-lpine

?ied (oniferous Dorests and -lpine Scrubs. This small mountainous terrain is

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abound b# four hundred species of floering plants, three hundred species of ferns

and allies, eleven species of oaks, eight species of tree ferns, fort# species of Primulas

and tent# species of bamboo, five hundred fift# five species of %rchids, thirt# si

species of rhododendrons and nine species of conifers. - large number of medicinal

herbs and shrubs are found in Sikkim. - large variet# of plants and algae have ver#

good Aualit# food value for humans. - ide variet# of faunal species include one

hundred fort# four species of mammals, si hundred species of birds, five hundred

fift# species of butterflies and thirt# three species of reptiles and siteen species of

frogs.

1.+ Conclusion

This chapter has conceptuali7e tourism phenomenon of Sikkim ith respect to a

broader aspect. -n understanding of the differences and similarities beteen

marketing for goods: services and destination has been sought along ith the anal#sis

of the marketing environment ith its strategic orientation that is evident in Sikkim.

The anal#sis and interpretation of this chapter essentiall# started ith the arrival data

of tourists as it implies the demand for a destination and pushes suppl# components

therein. This arrival data, along ith the sector specific importance, helped in

understanding the trend of visit, groth rate pattern and peak and trough of the

demand. Though Sikkim has a trend of the increasing domestic and international

tourist arrivals, #et it is underperforming ith limited routes, poor number of foreign

tourists and poor per$capita spending of tourists. The groth percentages for domestic

tourists ere found to have double digits mostl# after the #ear 2;;2. The forecasted

groth rate for the arrivals of domestic and international tourists ere +15H and

291;1 respectivel# in the #ear 2;1 ithout considering the recentl# occurred earth

Auake in 1Hth September, 2;11. The anal#sis of trend also highlighted a massive

groth during 2;;F$;H and the number of persons visited as ala#s higher than the

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#ear 2;;9$;5. 4arlier anal#sis is contradictor# in that the peak season2 for domestic

tourism in Sikkim is found during the months of -pril to >une afterards the rain#

season starts and the number of arrival decreases. Though the month of -pril is found

to be ever increasing in terms of domestic tourist arrivals over the #ears, #et a peak

and trough is noticeable through the fluctuation in domestic tourist arrivals during the

months of ?a# and >une over the #ears. The dominant position of domestic tourist

arrivals in Sikkim ith this fluctuating mode ma# unstable suppl# side components of

the destination and its management. This ill have an adverse impact on foreign

tourist arrivals also. The direction of tourism development ith all suppl#

components has to be determined as to ho to manage all resources and its allocation.

T#pes of tourism, t#pes of tourists, spending pattern, future intention and retentionstud#, alternative routes and channeli7ation of tourist traffic are found to be the core

areas of development and management of Sikkim as a destination.

2 It is noteorth# that the peak season and lean season separatel# for domestic and internationalt i t f d i thi t d

Tourism - A Conceptual Framework

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