TO: DEPARTMENT OF FOREST,

WI LDLI FE AND ENVI RON MENT

PROJECT PROPOSAL
CONTACT DETAILS: Arpan Sharma,
Central Pendam, East Sikkim
Phone: +919791018290, Email:
arpansharma@outlook.com,
www.wanderingsoulsofsikkim.com
28/08/2019

Dear Sir/Madam,
I am happy to share you our research proposal in the
following title “Ecotourism Market Research for
Formulation and implementation of an Ecotourism
Marketing Strategy in 11 Ecotourism Zones of Sikkim”.
Wandering souls of Sikkim is a consultancy dedicated to
the empowerment of youths across Sikkim and
conservation of Nature. We have experience of
handling various youth activities. Some of our notable
works are as follows…………….

Sincerely,
Arpan Sharma
Co-Editor, Wandering Souls of Sikkim
1)Company Profile

2) Experience in above area (see title)

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Introduction

Ecotourism has obtained global attention since it was officially coined in an international environmental
conference held in Mexico in 1986. It has become a popular section of the tourism industry in many
countries. Some countries, including Australia, Laos and Bulgaria, developed a national ecotourism
development strategy or policy. According to predictions by the United Nations and the World Trade
Organization, ecotourism will become one of the largest industries in the world in the future.
The fundamental differences between ecotourism and mass tourism lie in the emphasis of the prior
one on the nature of tourism activities, on enhancing public awareness of environmental protection,
reducing the negative impacts on the environment and increasing local residents’ living standards (Honey
2008).

Ecological and environmental protection is the core component of ecotourism. The relationship between
ecotourism and eco-environmental protection have been studied intensively. Joseph Obua
analyzed the impacts of ecotourism development on the local ecological environment in Cherbel
National Park in Uganda. Ecotourism helps to ease environmental pressures generated by traditional
tourism. Antje (Shang et. al 2011) believed that although ecotourism helped to protect the habitats of wild
animals, it also affected their stress responses, thus resulting in significant negative impacts. Since the concept
of ecotourism was introduced to China in the mid-1990s, plenty of research on its definition, function,
characterization and development have been conducted (Jian 2001). Many researchers have also explored
the environmental protection role played by ecotourism development.

Recently Kumari et. al 2010 integrated five indicator indices viz., wildlife distribution index (WDI), ecological
value index (EVI), ecotourism attractivity index (EAI), environmental resiliency index (ERI), ecotourism diversity
index (EDI) to identify and prioritize the potential ecotourism sites in West District of Sikkim state in India. It is
important to consider these indicators for better results. Further there is also a need for reviewing current socio-
economic scenario in regards to eco-tourism potential. The research is to be conducted in Sikkim which
needs to consider following 11 eco-tourism zones.

1) Dzongu
2) Lachen
3) Lachung
4) Hee Bermiok
5) Namphong/Lingdok
6) Lingee
7) Kitam
8) Okharey
9) Uttarey
10) East Pendam
11) Khecheopari

These places are naturally peaceful and are of attraction to the tourists. The major problem is with the influx of
the tourists, it might hamper the environment by causing it to be dirty. For overall development we have to
focus on Sustainable development which has three pillars namely social, economic and environmental. All
need to be addressed properly.

Methodology

The concept of sustainable tourism strives to harmonise and reconcile issues of intergenerational equity, and
the goals of economic growth, environmental protection and social justice. It recognises the need for fairness
between local individuals and groups, and between hosts and guests. If the concept of sustainable tourism is
transformed into action, it is expected to contribute to the sustainability of the environment, social and
cultural resources and overall socio-economic development. The increasing popularity of the concept derives
from the widely held view that there is a need to alter current forms of consumption that perceive existing
resources as being infinite. A lot of attention has been paid to the economic and ecological aspects of
sustainable development, especially at the national level, but little has been given to the analysis of the
implications of sustainable tourism on specific local communities and on the industry’s impact on the quality

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of life and on socio-ecological aspects of communities that are directly affected by the tourism industry,
particularly in developing countries such as Kenya.

A strategic focus on sustainability implies becoming committed to reaching environmentally oriented travel
consumers wherever they are found in the world. Future growth in the tourism industry will need to be guided
by a global perspective to maintain competitiveness in an increasingly saturated marketplace. A global
perspective to understand key determinants of market competitiveness is critical for the tourism industry to
sustain its growth and vitality. Today’s tourism markets cannot be characterized as homogeneous. Trends in
consumer traveler demand have dramatic impacts on the tourism industry, especially in an overly segmented
global marketplace. The emergence of niche and specialty tourism segments on a transnational basis has
changed the way in which destinations develop their appeal and sustain their competitive positions. Some
examples of this global niching phenomenon include ecotourism, “green” tourism, heritage tourism,
adventure tourism, soft adventure tourism, and resort tourism. Niche/specialty tourism has emerged as a
direct result of two forces operating in the global marketplace: market diversification of traveler needs and
growing global environmental pressures. Visitors are becoming highly involved in making travel decisions
based on the expectation of experiencing quality tourism that maintains the environmental integrity of the
destination (Marshall 1996). Understanding and responding to trends related to the “greening” of visitors’
values and motivations has been supported by leading segmentation research studies (Roper Organization
1992). It is becoming critical for tourism researchers to correctly identify and thoroughly understand the
changing motivations of the environmental travel segment. The degree of “greenness” of travel consumers
might vary from “light greens” (who are environmentally aware) to segments of consumers who are “green at
heart” (with high levels of environmental commitment) (Hassan and Vandermerwe 1994). Destinations are
winning competitive battles by careful analysis and response to the core values and needs of the segmented
travel marketplace. Kotler, Haider, and Rein (1993) supported this segment-based strategy as being critical for
destinations that are seeking to become competitive in world markets. Pepp et. al. used random sampling to
determine all the major factors related to sustainable eco-tourism.

For socio-economic understanding a random sampling can be used. The sample size will 10% of the
population. The designed questionnaire are as follows.

1) …
2) ….
3) ….
4) …
5) …
6) …
7) …
8) …
9) …
10) …
11) …
12) …
13) …
14) …
15) …

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Time Frame

Literature
Review
Tourist Survey

Household Survey

Report
preparations
Preparation
of 5 yr plan
Training

Wrap up and
review (Additional)

Outcomes
1. Implementation of a solid 5 year marketing strategy which will guide the newly formed Directorate of
Ecotourism and EMC in taking forward the activities after completion of SBFP project period.
2. Increased information on the current market trends which will help in developing corresponding relevant
products in the 11 Ecozones.
3. Enhanced capacity of the DEFWM in implementing the Ecotourism programme through the Directorate of
Ecotourism and EMC and improved capacity of Ecotourism stakeholders.
4. Contribution to the revision of the State Ecotourism Policy.

Success indicator: Review of the work progress each week by associates of the consultancy with the team
members.

Budget:

SL. NO DESCRIPTION OF UNIT RATE TOTAL

ACTIVITY/ITEM
1 STAFF COSTS
RESEARCH COORDINATOR 20,000 Per Month 1,60,000
LOGISTIC COORDINATOR 16,000 Per Month 1,28,000
LOCAL FIELD INVESTIGATOR 10,000 Per Month 80,000
2 TRAVEL
VEHICLE HIRE 3000 per zone 33,000
TRAVEL OF FIELD TEAM 1,600 per zone for all 17,600
members
3 Miscellaneous 10,000 10,000
TOTAL 4,28,600

Total: Rs. Four Lakhs Twenty-eight lakhs six hundred only

References

Honey, M. Ecotourism and Sustainable Development, Second Edition: Who Owns Paradise?
Island Press: Washington, DC, USA, 2008; pp. 29–31.

Shang, T.; Gao, J.; Guo, J.; Peng, Y.; Hu, S. Research on Ecotourism. J. Tianjin Univ. Soc. Sci.
2011, 13, 505–510.

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Jian, P. Tourism Studies: Ecological Theory and Practice of Tourism; Hong Kong China Tourism
Press: Hong Kong, China, 2001.

KUMARI S, M.D. BEHERA & H.R. TEWARI, Identification of potential ecotourism sites in West District, Sikkim using
geospatial tools, Tropical Ecology 51(1): 75-85, 2010

Hassan, S., and S. Vandermerwe (1994). “A Global View of ‘Green’ Market- ing.” In Global Marketing
Perspectives and Cases, edited by S. Hassan and R. Blackwell. Fort Worth, TX: Dryden Press/HB

Roper Organization (1990). “The Environment: Public Attitudes and Indus- trial Behavior.” Study commissioned
by S. C. Johnson & Son. (1992). “Environmental Behavior, North America: Canada, Mex- ico, United
States.” Study commissioned by S. C. Johnson & Son.

Kotler, P., D. Haider, and I. Rein (1993). Marketing Places. New York: Free Press.

Lepp A and Heather Gibson (2003), Tourist roles, perceived risk and international tourism, Annals of Tourism
Research, Volume 30, Issue 3, Pages 606-624