Research Project

PILGRIMAGE TOURISM AND ITS IMPACT ON SOCIO-ECONOMIC

DEVELOPMENT OF WOMEN
(A study with special reference to Nellore district of Andhra Pradesh)

Tourism has been regarded as on one of the rapidly growing industries. The role of tourism
in accelerating the economic development of a country has been widely recognized. It plays an
important role in the economic, cultural, social and educational field and it is considered as the
second largest economic activity in many countries for earning foreign exchange. Tourism is not
a single industry but it is an aggregate of many components, capital investments in hotels,
airways, road ways, railways, shopping centers, resorts and handicrafts amounts to billions of
dollars and millions of people earn their livelihood from direct and indirect employment in
tourism industry.
Problem of the study
Though tourism earnings constitute more than one fourth of Indian’s foreign exchange
reserves but India is among the last in the list of leading tourist countries in the world. An
unfortunate thing causing concern is that though India is gifted with many historical monuments,
temples, beaches, wildlife sanctuaries and cultural traditions, it is yet to become a desired
destination for a large number of foreigners. Thus Indian’s position is still less than one percent
in world tourist arrivals

The present study

The present study concerns broadly with the overall development of tourism industry
with a special focus on pilgrim tourism development in Nellore district. It is also concerned with
the question how is it that India does not have its fair share in the overall tourist spectrum? Why
only out of every 250 tourists worldwide, only one tourist wants to visit India despite her
enormous potential.

The present research study also encompasses a micro problem area by choosing Nellore
district in the country belonging to Coastal Andhra region of Andhra Pradesh. The study is
explorative in character as it seeks to make an in depth as well as extensive study of the various
facets of tourism and the impact of the tourism upon national and regional development and also
its efficiency in removing backwardness of the region.

Objectives of the study

1. To highlight the importance and significance of places of pilgrimage in Nellore district
2. To assess and analyze the development of women wrt pilgrimage tourism in Nellore
district.
3. To study growth of Pilgrmage tourism in Nellore District
4. To identify the socio,cultural,economic impacts of the pilgrimage tourism on women
5. To study the backward and forward linkages of the tourism industry in Nellore
6. To redesign the strategies for the promotion of pilgrimage tourism in the study region.

Methodology

Selection of study area: Available literature on pilgrim tourism proves that the studies relating
to it are very few. Therefore, an elaborate attempt has been made through the study to fill the
gap.
Nellore district is Bounded by Bay of Bengal in the East, Tamilnadu State and Chittoor district in
the South, Cuddapah district in the West and Prakasam district in the North directions with the
total area of 13,076 sq.km.

Pilgrimage Centers: Talapagiri Ranganatha Swamy temple, Jonnawada temple, Penchalakonda

temple, Sri Raja Rajeswari Temple and Sri Ranga Nayaka Swamy Temples at Nellore.

This District has Historical importance. This place was under the rule of Satavahanas, Cholas,
Pallavas, Telugu Chodas, Kakatiyas, Vijayanagara kings, Golkonda Nawabs and Britishers.
Nellore Town is also called as Vikrama Simhapuri. This was under the rule of Manuma Siddhi in
the 13th century. During this period Thikkana Somayagi was the Minister in the Royal court. He
completed 15 cantos of Maha Bharat started by Nanaiah. Thikkana who hails from this district
first wrote Nirvachanothara Ramayanam.

Forest area is only 18% of the total district area. Social forestry drive is in progress in many parts
of the district. Pulicat Lake declared as the Birds Sanctuary with an area of 500 Sq.km, housing
many rare birds. Tigers and Cheetahs Sanctuary near Velugonda are the efforts made by the
Government in maintaining the Eco-Systems. Rice from this part is said to be the finest and of
Top quality. Nippo - Batteries an Indo-Japanese collaboration plant is a major industry. Paddy
Business is high in this district. Fisheries are fruitful because of the Coastline it's having and the
Pulicat Lake.
There are many Medium scale Irrigation projects built in this district. Somasila project built on
the river Pennar in 1875 is the biggest one in the district. Another Project was built on the river
Pennar in 1886 at Sangam near Nellore. The Telugu Ganga project Currently under construction
will fulfill water needs of this district to some extent. Veligonda project will also supply water to
this district. The Galeru- Nagari and Sajala Sravanthi canals are the major sources of drinking
water. Thermal Power Project situated at head quarters Nellore caters the power supply to the
Mica mines and to domestics.

Talpagiri Ranganathaswami Temple:

Located on the south bank of the river Penneru, the temple has 29 metre tall Galigopuram
(tower) with seven gold kalasams. In the Addalapatanam (Minnor Parlour) in the temple, mirror
are arranged at various angles to provide a panoramic view of the deity. The painting of Lord
Krishna on the ceiling if the mantapam is unique in many aspects.

Jonnawada(19km):
The Mallikarjuna Kamakshidevi Temple has made this town an important pilgrim centre. The
annual 10-day festival is celebrated during April - May.

Nellapattu Sanctuary:
This small waterbird sanctuary was established in 1976 in the costal village of Neelapattu, with
the village tank as its focal point. Tank and treetopshere are transformed into a large and mixed
heronry in winter.

Penchalakona(8km):
The famous Penchalakona Temple is situated at the foot of a hill in the Penchalakona Valley.
Penchalakona is a beautiful scenic spot and enjoys a pleasant summer climate.

Pulicat Lake:
Part of the Andhra - Tamil Nadu border, a major portion of this 580 sq km lake is in Andhra
Pradesh. Boating facilities are available here to view the large flocks of flamingo, migrant shore
birds and resident water birds.

Sangam:
This Scenic spot derives its name from the confluence of the Boggeru, Beeraperu and Penneru
Rivers. An anicut constructed across the Penneru River supplies water to the Kanigiri Reservoir.
The Chola temple here has a 150 cm tall Nandi that is artistically carved. Sangam is a popular
tourist centre.

Sriharikota:
The Indian Space Research Organisation's rocket-launching centre.

Udayagiri(96km):
The ruins of a mighty fortress built by the Vijayanagar king in the 14th century are to be found
on Udayagiri, a hill towering 938 meters. This peak ia also called Sanjiva Hill because of the
various medicinal herbs that grow on it. Several ancient Pallava and Chola temple are in
Udayagiri village.

Venkatagiri:
This town is famed for the venkatagiri sarees produced by its handloom industry. The homes of
former zamindars are of considerable architectural interest.

Coastal Andhra one of the most important tourist destination but also remains backward
in Andhra Pradesh. It is unique not only as the world’s largest masonry structure, the largest
man-made take in India but also it represents, the unique example of massive participation of
human effort of people of different parts of India in its construction. Thus making it verily a
national and precious monument unprecedented both before and after independence. It is the
ancient seal of learning and model symbol of marvelous engineering.

Source of the data

The date and relevant information will be collected through the primary and secondary
source which, are as follows.
The consultation held with the various experts and officials at various institutes and
ministries helped to arrive at important conclusions and to know the policy matters relating to
Indian tourism industry.
Primary source:
Questionnaires were administered to tourists who visited the Nellore district.
Secondary source:
1 Published literature available with the AP Travel and Tourism Development Corporation,
bulletins from the Department of tourism.
2 Various districts level reports relating to tourism development of Nellore district of
Coastal Andhra region in AP.
3 Consultations with export / official and journalist in the area.
4 Discussion with Chairman of AP Travel and tourism Development Corporation,
Ministers and Government offices of Development of tourism of AP and managers of
leading travel agency.
 The information collected from first two sources highlight the trends in Andhra Pradesh
tourism and the flow of foreign tourist arrivals and plan allocation for the development of
tourism in State as well as in Nellore district.

Scope of the study

For the purpose of the analysis of the data in this study. Generally the tabular analysis is
adopted. Wherever necessary percentages, ratios and growth rate are calculated facilitate the
significance or otherwise of the phenomenon in the data. Wherever necessary graphs were used
for enhancing the clarity in the presentation of the data.
Selection of the sampling and limitation of the study

Sample Size: The study is going to considered seven types of respondents from various
categories, that is, entrepreneurs, farmers, general public, doctors, environmentalists, and
government officials as a sample unit for the study. The total sample is 1280.

Name of sample units and sample size:

Name of the sample unit Category wise respondents Total

Total Selected Remarks
tourister Sample size
International Touristers 1200 600 Foreign 600
visitors
Domestic Touristers - 200 Random 200
selection
Travel Agents - 200 Random 200
selection
Cargo Operators - 20 Random 20
selection
Ports - 10 Random 10
selection
General - 200 Random 200
Public/Academicians selection
Government Officials - 50 Random 50
selection
Total sample size 1280
Data Analysis and Presentation
The collected data are tabulated and presented through percentages and means wherever
necessary .in case of comparative analysis the difference of mean is tested by employing ‘Z’
statistics models the accepted level of significance is 0.05. statistical tools like correlation,
regression, ANOVA and Chi square test were also used.

Significance of the study

The study becomes significance when compared to earlier ones as it adopts a new
approach in the form of dealing with the problem from complete a new angle i.e., by developing
a linkage between pilgrim tourism and the development parameters. Studies of this kind in
general provide guidelines to the policy makers in formulating policies of tourism industry. The
study while revealing the capabilities of Nellore district in tourism development will bring forth
several weaknesses that exist in the strategies for tourism development in this district.

The present study gives the direction at the macro level in which expansion if Indian’s
foreign exchange is possible and the role of tourism industry as the main torchbearer in this
regard. The study also helps show the way in which regional imbalance can be corrected through
tourism development, which in turn provides a direct stimulus for the socio-economic
development of backward areas in the country. Thus, tourism becomes an economic weapon to
push up the country towards prosperity and achieve balanced regional development.

Tourism industry being an income generating industry with less inputs is more relevant
under the present financial conditions of the state.

The study becomes distinct from the earlier ones as it has adopted a new approach in the
form of dealing with the problem.The present study address itself to a global phenomenon i.e.,
tourist which has become a highly sophisticated multi disciplinary industry. The study assumes
greater importance in view of the fact that tourism has become the second most important
industry only after petroleum and also its emergence as one of the biggest foreign exchange
earners for India.

Studies of this kind in general provide guidelines to the policy makers in formulating
policies of tourism industry. They also reveal the important of tourism in maintaining the better
understanding with various countries. This study emphasizes to preserve retain and enrich our
world view and life, our culture expression, heritage and in all its manifestations. The study will
reveal Indian’s capability in the field of tourism also brings forth several weaknesses that exist in
the strategy for tourism development.

The present study gives the direction in which expansion of Indian’s foreign exchanges is
possible and the role of tourism industry as main torchbearer in this regard. Thus the study
assumes further significance as tourism industry becomes paramount concern for India’s
economy as it is a major source of hear foreign earnings.

The Research study also helps showed the way not only to correct adverse trade balance
but also regional imbalances create employment opportunities and to gives direct stimulus to
the socio-economic development of backward areas on our country .Thus tourism becomes an
economic weapon to push up the country towards prosperity from poverty.

Under the circumstances when rising deficits Indian’s balance of cannot be allowed to
continue to current level as it is bound to fuel inflation and increase debt repayment to an
unmanageable level and unavoidable raise of technology and sophisticated requirement in
keeping with government policy of encouraging industry to modernize, the strategies to be
adopted by the planning exports to bring a quantum jump in India’s tourists receipts will be
watched with great enthusiasm. Hence this is an important implication of the study.

The study becomes significant as tourism marketing is a new subject. In India teaching in
tourism and research on marketing have been initiated all the more recently. The present study
makes a special attempt to describe the role played by several institutes and organizations,
association, fairs and exhibition which are directly or indirectly associated with the development
of tourism.

Survey of Literature
 Concluded in this project study that Tourism has a good potential for growth as any other
export industry. Besides it has several distinct advantages over other industries. It is not subject
to protectionist measures that are increasingly being imposed by Governments on exports from
developing countries.

Highlighted the importance of infrastructural aspects like hotel accommodation,

transport, airport, cargo and communication facilities for the development of tourism industry
and suggested more budgetary allocation for the industry.

Tourism is a surplus generating activity. It is a low cost business and it provides

employment to the organized labour as well as unorganized labour. Unorganized labour provides
fundamental services such as food, shelter, transportation, daily needs and tourist guide at the
tourist centers.

Tourism industry can play a vital role in Indian economy. It is labour-intensive industry
and its employment multiplier is 2.36. A large number of unemployed persons can be employed
by this industry. The Government should take necessary steps for development of the industry.
The Central Government and State Governments should allocate huge budgetary allocations for
tourism industry.

Tourism is currently one of the fastest growing industries across the world. It is primarily
a service industry as it does not produce goods but renders services to various classes of people.
It is a combination of various interrelated industries and trade like food industry, transport
industry etc. It is a complicated business because it involves multiple socio-economic activities
like attracting people to a destination, transporting them, housing, feeding and entertaining etc.
In the process it brings about tremendous infrastructural improvements and helps in the
development of the region. Perhaps tourism is one such rare industry, which earns foreign
exchange without exporting national wealth.

Tourism is the main stay of economics of many countries and in India it has emerged as a
single largest net earner of foreign exchange. Tourism, like other economic activities flourishes
best when it fits into the context of general economic policies and programmes designed to lead
to the optimum growth of the economy of a country as a whole. (Gupta and Bansal 2001).
Tourism industry is currently an extremely sensitive hybrid industry and it facing lot of
marketing challenges in India from past five years. In this context, the present paper is attempt
to study marketing challenges faced by tourism industry in India

Tourism is an important sector of the economy and contributes significantly in the

country’s GDP as well as Foreign Exchange Earnings (FEE). With its backward and forward
linkages with other sectors of the economy, like transport, construction, handicrafts,
manufacturing, horticulture, agriculture, etc., tourism has the potential to not only be the
economy driver, but also become an effective tool for poverty alleviation and ensuring growth
with equity. In the year 2010, the tourism sector witnessed substantial growth as compared to
2009. The Foreign Tourist Arrivals (FTA) in India during 2010 was 5.58 million as compared to
the FTAs of 5.17 million during 2009, showing a growth of 8.1%. The growth rate during 2009
over 2008 was (-) 2.2%. FEE from tourism during 2010 were 64889 crore as compared to 54960
crore during 2009, registering a growth rate of 18.1%. The growth rate in FEE from tourism
during 2009 over 2008 was 8.3%. In reality, domestic tourism phenomenon in India can hardly
be puzzling in terms of its volume. To appreciate this, one has to just stand in the highways or at
major attractions and pilgrim centers to make sense of the burgeoning Khoomnewale (low-
income mass tourists). Some recent studies have indeed looked into India's tourist volumes and
came up with suggestion that there is nothing unusual about domestic tourism occurring in a
massive way. People do travel in large volumes in the strict sense of tourist definitions and
purposes, but it is the magnitude of the economic impacts from their touring is perhaps the
contentious one for many. It is a fact that a large chunk of them may not be staying in the
conventional hotels/ accommodation units but their overall contribution to the destinations can
be hardly overlooked.

PROBLEMS OF INDIAN TOURISM MARKETING

The Indian government's "Incredible India" tourism campaign and the information technology
growth in India have been attracting millions of foreign tourists and business tourists to India.
Medical tourism has also recently mushroomed in India. Tourism industry is a big foreign
exchange earner in India, yet the industry still is hampered by several problems like –
• Poor transportation
• Lack of basic hygienic amenities at halting points
• Non-standardization of rates and fares
• Lack of sound marketing and promotion strategies
• Poor maintenance of heritages
• Issues regarding security and harassment
• Lack of passionate and trained professionals
• Inadequate capacity
• Costly travel – soaring fuel surcharges, poor flight management etc
• Lack of supportive infrastructure – bad roads, improper health and hygiene,
communication gaps, etc
• Gap between demand and supply of manpower
• Lapses in security and safety – incidents of tout and harassment of tourists in some places
• Uneven progress – slow growth of village tourism, lack of information about tourist
profile etc
• Non Implementation of Legislative Law .
• Excessive formalities for an issue of special permit to view restricted areas sites.
• Untrained Guides.
• Tourism development projects are usually developed by Indian Government without any
discussion with community leaders and they are dumped to follow the ineffective projects
blindly.
• Poor Administration & management.
• Absence of alternate site nearby and fair and festival creates a bottleneck problem in
crowd management. Like In Kumbh fair no effective remides are applied by Indian
Government to curtail overcrowd by creating other destinations in nearby localities.
• Involvement of too many agents and tourism operators also makes the cost of tourism
package too high in India.
 • Lack of entrepreneurship opportunities also restrict youth to follow a career in Tourism
such as opening a hotel resort or retail outlet or handicraft business to serve Tourism
Industry in India.
• Indian politicians are the hindrances in the development of tourism in India; their
policies directly can influence the tourism

Tourism problems are more common in the rural interior of the country. These areas are rich
in natural beauty, but they often lack basic infrastructure and accommodations for tourists. Often
these regions are highly agrarian. The government is often unable to secure enough land for
developing tourism infrastructure because it adversely affects local farmers. An instance of this
phenomenon is Orissa.

It is very essential to promote Brand India as a tourist destination nationally as well as at the
state level. However the tourism departments are always cash strapped, there is general apathy
towards work along with aging manpower never works in favor of brand promotion. What we
need today is dynamic manpower that is committed to take up tourism as a career and work up to
really explore that Incredible India as well as make India a safe tourist destination.
MARKETING CHALLENGES IN INDIA
India represents one of the most potential tourism markets in the world. It has expanded rapidly
over the past few years and underpinned by the government support, rising income level and
various international sports events, the Indian tourism industry will continue to grow at the
fastest pace in the coming years. However, the industry may have to cope up with several
challenges which will limit its growth. Post globalization and under GATS many changes and
challenges are confronted by the tourism industry in India. A few are may be mentioned here:
1. LIBERALIZATION AND TOURISM: GATS came into existence as a result of the
Uruguay Round of negotiations and entered into force on 1 January 1995, with the establishment
of the WTO. India also signed all the WTO agreements under the single undertaking rule and
GATS is a part of this whole package. More and more services like transport, banking and
insurance, tourism etc became “tradable services’. Under GATS, tourism and travel related
services – hotels and restaurants (including catering), travel agencies and tour operators' services,
tourist guide services etc are covered for open market access and liberal FDI. With this, tourism
has become “consumption abroad” and travel of tourists, “movement of natural persons”. The
principle of “National Treatment” by GATS suggests that ‘each member shall accord to services
and service suppliers of any other member, in respect of all measures affecting the supply of
services, treatment no less favorable than that it accords to its own like services and service
supplies’. Without adequate domestic regulation and enforcement, the liberalization of education
services could adversely impact on quality, standards, equity, and prices, and without up
gradation of infrastructure and facilities of premier domestic institutions there could be loss of
competitiveness for domestic providers and possible diversion of resources.

Now the question is whether India is in a position to export-import labor, capital and
technology to reap the advantages of enhanced market access an upgrade its tourism sector.
Openness in sky and land – vigorous competition ahead, need for quality assurance – is India
able to meet the challenges? This is the ground reality. How will India be able to handle the issue
of “direct interaction with service providers”? How equipped is it to meet the high international
standards in services? Shortage of skilled and trained manpower is another obstacle in benefiting
from the opportunities thrown open by GATS to tourism.
2. SOCIAL AND POLITICAL CONCERNS: Globalization has raised socio-cultural issues in
tourism too. From going global we have arrived to the need for “thinking globally and acting
locally”. The nexus of globalism and tourism is so sensitive that it is a real challenge to
development of environmentalism. Can hi-tech tourism go hand in hand with heritage tourism?
How balanced are virtual tourism and rural tourism? How to make India a safe and healthy place
to tour and travel? New parameters at the micro, macro and micro levels have to be identified for
developing tourism keeping in view the incidents of communalism, deforestation, pollution etc.
Isn’t it ironical that in this era of globalization – when we are using hi-tech to squeeze space and
conquer time – which we have to pause and ponder over communal problems? In Kashmir sadly
it looks like terrorism industry vs. tourism industry. Now it is seen in the southern states too.
These are a few aspects of the new paradigm of “geo-politics of tourism” today. No doubt,
technological improvements are likely to lead to increased destination alternatives to physical
tourism (e.g. cyber tourism). Our tourism industry must prepare itself to meet these and other
emerging challenges.
3. INFRASTRUCTURAL BOTTLENECKS: A sector that is expected to increase forex by
rupees 5000-10000 crore by 2010, cannot go on and on with the mediocre infrastructural
facilities. For example, the Indira Gandhi International Airport which today ranks amongst the
worst in the world according to the WTCC Report needs to be converted into a modern state-of
the- art airport. Lack of integration between domestic and international tourism, lack of
coordination between modes of transport and communication is eating up people’s time and
money, unproductively. Success of tourism depends to a large extent on better access to
infrastructure, consumer-centric approach, terrorism, natural disasters, and climate change,
global warming.
4. ALTERNATIVES: A major breakthrough is taking place in international tourism. That is
alternative tourism, a new option for India too. This includes health tourism, village tourism (in
the vintage of global village!), sports and games tourism etc. Kerala has done innovative thinking
in “monsoon tourism”. This is really a rich and attractive avenue that not only helps in reducing
seasonality of tourism but also ensure optimum use of tourist facilities and services.

SPSR Nellore:

Nellore District, the southernmost coastal district of Andhra Pradesh is between 13-30’
and 15-6’ of the Northern Latitude and 70-5’ and 80-15’ of the Eastern Longitude. The district
extends over an area of 13076 Sq. Km accounting for 4.75% of the total area of the state. It is
bounded on the North by Prakasam District, East by Bay of Bengal, on the South by Tamilnadu
and the West by Veligonda Hills which separates it from Kadapa District.
Climate: The district has varied climatic condition. The year may be divided into four seasons.
The summer season from March to May is followed by south west monsoon season which
extends up to end of September, October and November constitute the retreating monsoon or
post monsoon season. The period from December to February is the North East monsoon
season.
Rivers and land use: Pennar, Swarnamukhi and Kandleru are the rivers in the District, which
flows west to east direction ad merge into the Bay of Bengal. The Pennar River is the most
important river in the district. The total geographical area of the district is 13.16 lakh Hectares.
Of this, 41.3% alone is cultivable area while 18.7% is forest area. The rest is distributed among
barren and uncultivable land.
Resources:
Agro Resources: Agriculture is the main occupation of the people of the district. Rice is the
staple food of the people and paddy is the principal food crop followed by bajra, jowar and ragi
crops. Tobacco, groundnut, chilies, seasum, sugarcane are also manly cultivated.
The net area irrigated forms 69.4% of the net area sown and the rest is under dry crops
depending upon the monsoon. Based on the available agricultural process, a variety of agro
based industries such as rice bran oil plants, sugar factories, rice and parboiled rice mills have
come up. Nellore district is called as “shrimp capital of India” due to its high production of
cultured shrimp. About 70% of the total work force is dependent upon agriculture either as
farmers or as agricultural labor.

Marine Resource: Nellore district has a long cost line with ‘scampi’ under cultivation, farmers
are having a good time in the aquaculture. Fish is also available in plenty and good number of
aqua processing plants, feed mills and ice plants are existing in the district.
Mineral Resources: Mica, Quartz, Feldspar, Vermiculite and Barites and other constituents are
Silica Sand and latarie occurring in major parts of the district.
Power: The power supply to the district is through Grid of Mchikund and Tungabhadhra
Hydroelectirc projects, besides Nellore thermal station. There are 80 electrical substations in the
district. There are 38 express feeders exclusively to benefit industrial units of the district. The
Reliance Power project is also doing well in the district to supply the necessary power to the
industries.
Ports and Navigation facilities:
Chennai is meeting the exporting needs of the Industrial units of Nellore district earlier.
Now Krishnapatanam is a major port and market center situated at a distance of 20 Km. The
port is expected to become a world-class deep water port. Iron one and granite are being
exported from Krishna Patnam port to other countries like China. However Nellore district is
expected to have a one more port at Duggarjupatnam with full-fledged capacity at near future.
Road and Railway Facilities;
 The district is served b a good net work of road and rail transportation facilities. National
Highway No.5 (Now is it is changed a AH-45) cuts across the district links Nellore to both
Chennai and Culcutta, Bangolre and Mumbai, which is familiar as Grand national Trunk Road.
Railway line is completely broad gage.

Air Cargo Facilities: Nellore is only 165 Km away from Chennai, which is a
cosmopolitan city connecting India to the world with the international airport and most of the air
cargo requirements of Nellore district are being easily met by the facilities available Chennai.
Telecommunication Facilities: The district has good telecommunication network. BSNL,
TATA and AIRTL have all got their respective participation in meeting the communication
needs of the people of the Nellore district. The famous world satellite lunching station SDSC-
SHAR, Srirhaikota is situated in this district only.

Industrial scenario:
The district has 1200 small, medium and large scale industries in the region such as sugar
cane crushing, prawn processing, shrimp feed, drugs, pharmaceuticals, dry batteries, carbon
electrodes, beverages, textiles, dairy units, ammonium cans, rubber, Mould Caps, Iron Castings,
Edible Oil units and other agro based industries with an investment of Rs.2000 crores. There are
11 more industrial parks and industrial development areas which are providing space and
infrastructure facilities to establish the new enterprises. Sri City is the one of such center being as
a golden feather in the industrial scenario of the SPSR Nellore district where more than 32
multinational companies were established their concerns.

SUGGESTIONS
For everything we need a policy – a sound policy. Let me now put forward a few policy
suggestions to develop sustainable tourism in India:
1. India should make the most of its topography, natural resources and labor to develop not
only traditional products but also nontraditional products of tourism.
2. Rural tourism should be a byproduct of Indian tourism. At the same time eco-tourism for
sustainable livelihoods must be encouraged.
 3. Enhancing security, stepping up investment and boosting (world class) infrastructural
activities should be on the top of the agenda. Service quality – in hotels,
4 Airports, railway stations, etc – needs to be upgraded.

5 Proper market segmentation should be done on the basis of criteria like demographic,
socioeconomic and geographic variables. Yet a holistic approach should be the objective
to project an Incredible and Inclusive India. Commercialization should not result in
dehumanizing tourism.
6 Education, research and training are crucial cogs in the wheel of tourism. HRD should be
given priority. Adequate importance should be given to inductive research on historical
importance and contemporary relevance. Tour operators, guides must develop a good
rapport with tourists. From touring to learn we should move to learning to tour

CONCLUSION

Sustainable Tourism marketing is today emerging as a leading sector in the world and is
now considered by some as the number one industry. Demographic, socio-structural and socio-
cultural developments have always led to changes in tourist demands, and service providers in
tourism are faced with a substantial need to adjust. These constant challenges have expanded and
intensified considerably in the first few years of the new millennium. War and tourism, extreme
weather, the ongoing internationalization of tourism and the ageing of society (increasingly
prominent in public awareness) have emphatically demonstrated the latent vulnerability of
tourism as a boom industry.

The survival of the tourism industry depends decisively on recognizing the relevant
trends and allowing for them in good time. Development of tourism is a very complex process of
interaction among many players, who have shared the responsibility concerning the
environmental, social and economic sustainability of this lucrative sector. Consumer trends in
tourism, which are gradually changing, require an appropriate response in terms of both policy
formulation and investment and the survival of the tourism industry depends decisively on
recognizing the relevant trends and allowing for them in good time.
References
Reference Books

1. Indian Tourism Business, A legal perspective by Gyan Books, Ansari Road. New Delhi.
2. Encyclopedia of Indian Tourism Resources : volume I, II, III by Gyan Books, Ansari
Road, New Delhi
3. Tourism Growth Management and Incentives by Kalpaz Publication, New Delhi.

Websites

1. www.indiacore.com/tourism. html
2. www.healthtoursindia.com/ -
3. www.ibef.org/industry/tourismhospitality
4. www.economywatch.com/business-and-economy/tourism-industry.html