Journal of Business Management & Social Sciences Research (JBM&SSR) ISSN No: 2319-5614

Volume3, No.2, February 2014

A Case Study on Socio-cultural Impacts of Tourism in the city

of Jaipur, Rajasthan: India
Dr. Manika Singla, Project Fellow, Major UGC Project, Sri Guru Gobind Singh College of Commerce, University of
Delhi, India
Abstract
This paper focuses on the community perceptions of the socio-cultural impacts of culture and heritage tourism in particu-
lar and examines the extent to which they coincide with the tourism impact literature. This study not only deals with socio-
cultural impacts perceived by residents as the impacts of tourism development but also identify the effects of demographic
variation on the residents' attitudes towards tourism. Considering the relationship between residents and tourism, the
present study also tries to analyze this relationship in the context of what residents consider as important: community or
personal issues. The paper uses Rajasthan as an example to illustrate the multifarious impacts of tourism. Data obtained
from the questionnaire and interviews are the main sources of inputs for analysis. Host community of Jaipur perceived
tourism development from both positive as well as negative perspectives. However, the dominant views reaffirms that they
represents an optimistic side of tourism
Keywords:. Socio-cultural Impacts, Residents Attitudes, Socio-economic Demographics, Heritage Tourism

Introduction
Tourism is an important sector of the economy and con-
tributes 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 ef-
fective tool for poverty alleviation and ensuring growth
with equity.
1.1 GDP Distribution
The tourism industry is the largest service industry in
India, contributing 8.6% to the national GDP.
billion as compared to FEE of US$ 11.39 billion during
2009. In rupee terms, FEE from tourism during 2010 is
estimated at `64889 crore as compared to FEE of ` 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%.
Rajasthan with its extraordinary history and culture
holds a prominent position within India’s tourism indus-
try. In the region, the heritage pink city ‘Jaipur’ with its
many prized cultural assets couple with colourful fairs
and festivals and friendly people emerged a favourite
tourist destination for tourists all over the world. Tex-
tiles, handicraft and jewelry are the major shopping
draws for international tourists. The basic tourist compo-
sition shows that majority of tourists are domestic and
only about 20% are foreign nationals. In 2010, India’s
tourism industry bounced back from the global economic
crisis with around 56 lakhs of foreign tourists visiting the
country. The number of tourists arriving in Rajasthan in
2010 alone was 26822400, out of which 1279523 were
foreigners. A total of 5983830 of tourists have already
visited Rajasthan by March 2011.

1.2 Foreign Tourist Arrivals & Foreign Ex- Tourism accounts for 8% of Rajasthan’s total GDP.
Some of the tourism products of Rajasthan have become
change Earnings from Tourism
internationally famous and popular among the tourists
Tourism is an important sector of Indian economy and
such as palace on wheels, heritage hotels, camel safaris
contributes substantially in the country’s foreign ex-
and national parks. In addition to this India witnessing an
change earnings (FEE). In the year 2010, the tourism
economic boom is dramatically reshaping the tourism
sector witnessed substantial growth as compared to
landscape, from the arrival of international hotel chains
2009. The Foreign Tourist Arrivals (TA) in India during
to the development of new transport infrastructure, new
2010 was 5.58 million as compared to the FTAs of 5.17
challenges and opportunities is confronting the domestic
million during 2009, showing a growth of 8.1%. The
tourism industry. The impacts of tourism on society are
growth rate during 2009 over 2008 was (-) 2.2% The
complex and varied subject.
FEE from tourism during 2010 is estimated at US$ 14.19

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 Journal of Business Management & Social Sciences Research (JBM&SSR)
Volume3, No.2, February 2014
Heritage is significant to different communities, groups
and individuals depending upon their values, attitudes
and nature of heritage resource and is also significant in
the future of further tourism development in the region.
There is increasingly evidence that costs and benefits
from tourism do not accrue equally to the residents. So
basically, the core objective of this study was to examine
the perceptions of communities towards the presence of
tourists and tourism development. And thus, seek to
gauge the resident’s support for the industry as a part of
wider issues of development. This paper investigates the
residents’ perceptions regarding tourism socio-cultural
impacts. It also concentrates on how various segments of
the community react to tourism impacts.
2. Literature Review
The review of tourism literature reveals a range of im-
pacts related to tourism development, the tourism-
community interaction and resulting influences. The
physical presence of tourists and their encounters with
local residents, the development of tourism industry con-
tributes to changes in the quality of life (Andereck &
Vogt, 2000; Andriotis, 2005; Macbeth et al., 2004), so-
cial structure and social organisation of local residents.
(Wilshusen et al., 2002, Andriotis 2003, Kathleen L.
Andereck, Karin M. Valentine, Christine A. Vogt & Ri-
chard C. Knopf 2007, Joseph E. Mbaiwa and Amanda L.
Stronza 2010).
Other significant impacts of tourism development are
changes in the size and demographic characteristics of
the host population(Bill Faulkner & Carmen Tideswell
1997; Smith & Krannich, 1998; Petrzelka, Krannich, &
Brehm, 2006; Robin Nunkoo, Dogan Gursoy & Thanika
Devi Juwaheer 2010; Juan Gabriel Brida, Linda Osti and
Andrea Barquet 2011), alteration of community structure
(Erb, 2000; Williams and Lawson’s 2001; McKercher
2001; Macbeth et al., 2004), increased mobility of wom-
en and young adults(R.K. Blamey & V.A. Braithwaite
1997; Bill Faulkner & Carmen Tideswell 1997), infra-
structural development in the destination (Swatuk, 2005;
Blaikie, 2006; UNESCO, 2006), increased supply of
services(Mbaiwa 1999; Evans, 2001; Marianne Bickle
and Rich Harrill Sujie Wang 2010) and consequently
improved quality of life for local residents.(Carson &
Northcote 2004; Jones 2005; S. McCabe, T. Joldersma &
C. Li 2010).
The main impacts affected by the tourist host relation-
ship are the demonstration effect (Linnekin, 1997; Erb,
2000; Harrill 2004; Jackson and Inbakaran, 2006; Ma-
rianne C. Bickle and Rich Harrill 2010) when the host’s
behaviour is modified in order to imitate tourists, the
change in language usage in the destination (Clifford,
1997; Erb, 2000), the growth of alcoholism(Andrew
Lepp 2008), crime(Marianne Bickle and Rich Harrill
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ISSN No: 2319-5614
Sujie Wang 2010), prostitution and gambling (Evans,
2001; Richards, 1996; UNESCO, 2006) and the trans-
formation (revitalisation or commoditisation) of the ma-
terial and non-material forms of local culture (Erb, 2000;
A.M. Ogaboh Agba, Moses U. Ikoh, Antigha O. Bassey
and Ekwuore M. Ushie 2010). In other words, culture
based on mega-structures inserted within a town leads to
a revitalization of the city in terms of employment and
cultural participation (Bob McKercher 2001; Marichela
Sepe and Giovanni Di Trapani 2010).
However, interventions only created on urban develop-
ment with a vision overly tied to the physical and ma-
terial aspects - neglecting the social sustainability and
the construction of infrastructure based on intangible
culture - produce repeatable places, prey to globalization
(Erb, 2000, Marianne C. Bickle and Rich Harrill 2010;
Deepak Chhabra 2010; Peter Schofield 2011).
The development of tourism industry is often credited
for generating new employment in the destination (And-
rew Lepp 2008; Marianne Bickle and Rich Harrill Sujie
Wang 2010) and the community’s traditional work pat-
terns might be seriously affected resulting in the aban-
donment of agricultural occupations ( Hwansuk Chris
Choi & Iain Murray 2010).
The tourists usually stay for a short duration in the desti-
nation, so there is no opportunity to develop superficial
relationship into a more meaningful one. The traditional
spontaneous hospitality turns into commercial activity
(Marianne Bickle and Rich Harrill Sujie Wang 2010).
Tourists are on holiday served by locals which results in
different attitudes and behaviours (Williams and Law-
son’s 2001; S. McCabe, T. Joldersma and C. Li 2010).
The obvious relative wealth of the tourists often leads to
exploitative behaviour on the hosts’ side (Andrew Lepp
2008; Peter Schofield 2011).
3. Relevance of Research
The social and cultural characteristics of the host com-
munity are of course also continuously influenced by the
political, economic, technological, social and cultural
and natural aspects of the wider environment. The prob-
lem of separating tourism’s impacts from these influ-
ences is unsolved yet, so this research deals with impacts
perceived by residents as the impacts of tourism devel-
opment. The results show that the community is divided
on the issue of support for tourism development based
on the perceived benefits and costs of tourism.
Past research has outlined the different impacts of tour-
ism on the local community, and the perceptions and
attitudes of residents towards tourism, however, no re-
search has shown how — and how much — these per-
ceptions and attitudes change according to a change in
the demographic profile of the local community. This
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 Journal of Business Management & Social Sciences Research (JBM&SSR)
Volume3, No.2, February 2014
research work also focuses also on the methodological
issues on how local residents can be segmented based on
their demographic characteristics. The paper further in-
vestigates whether the community is saturated by tour-
ism development and whether it is willing to further
support it.
Therefore this study this research not only deals with
impacts perceived by residents as the impacts of tourism
development but also identifies the effect of demograph-
ic variation on the residents' attitudes towards tourism.
Considering the relationship between residents and tour-
ism, the present study also tries to analyze this relation-
ship in the context of what residents consider as impor-
tant community or personal issues.
Within this framework, there were three specific re-
search questions:
a) How do the residents perceive tourism in their city
impact them socially, culturally and in general?
b) How do the residents’ demographics have an effect
on their perceptions of tourism impacts?
c) How do the overall resident’ perceptions are influ-
enced by their social and cultural impact percep-
tions?
4. Methodology
To achieve the objectives of the study, quantitative re-
search was conducted by means of a survey, conducted
in June-July 2012 during summer season in Jaipur. To
represent the total population, an appropriate sample of
500 questionnaires was selected for which purposive
quota sampling approach was used. The quotas were
specifically based on residents’ occupational status with
a view to make the sample as representative as possible.
However, 471 questionnaires were used in the analyses.
Undergraduate students from Rajasthan University dis-
tributed the questionnaires. The data was captured in
Microsoft Excel and analysed by using the Statistical
Programme for Social Sciences (SPSS 16.0).
The descriptive statistics focused on the demographic
profile of the community where frequencies were used to
analyse the data. Factor analysis was done to determine
the underlying impacts of tourism on the residents, t-
tests and ANOVA’s were used to determine differences
between various demographic variables and the impact
statements and finally Chi-square test to identify the
determining factors of respondents’ overall opinion to-
wards tourism impacts.
4.1 Data Collection
The data for the present study has been collected from
primary as well as secondary sources. The secondary
data have been obtained from the government records,
published reports, journals, periodicals, unpublished
thesis and internet sites. The primary data required for
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ISSN No: 2319-5614
the study was collected with help of questionnaire cum
schedule which was designed to be capable of being ad-
ministered orally if necessary being left for the respon-
dents to complete it on their own if they preferred to do
so.
4.2 Sample
The sample for study included residents in rural and ur-
ban regions of Jaipur who were at least 19 years of age
or older. Purposive quota sampling selection based on
occupational status for sample size of five hundred res-
pondents was utilized to make the sample as representa-
tive as possible. Unorganized sector workers, industrial
workers, artisans, merchants, service class (clerical)
people, self employed & unemployed students and re-
tired residents constituted the major segments in the
sample. The survey method was supplemented with non-
participant field observations and conversations with the
respondents, which help in gaining the insight into the
respondents’ mind and also contributed in the enrich-
ment of primary data. The responses were subsequently
tabulated and the data was analyzed.
4.3 Survey Instrument
A self-administered survey questionnaire was used to
collect the data. The survey instrument consisted of three
sections. The first section of the questionnaire gathered
demographic information on residents in communities.
Second section consists of items that utilize a 5-point
Likert type scale. The anchors include: strongly disagree
to strongly agree and the last section consist of items
based on interval scale.
4.4 Pretest of the Measurement Instrument
Since some of the measurement items were developed
and modified for the purpose of this study, pretest of the
measurement instrument was necessary to validate the
items in the scales. A pretest of the measurement in-
strument was conducted in several stages. First, the sur-
vey questionnaire was circulated to several faculty and
graduate students in the Department of Commerce and
Tourism Management at Delhi University. Participants
were asked to provide feedback regarding the layout,
wording, and ease of understanding of the measurement
items. The feedback was then taken into account in the
revision of the questionnaire.
Then the revised questionnaire was pre-tested using a
convenience sample of undergraduate and graduate stu-
dents, faculty, and residents of Jaipur. The responses
from the pretest were analyzed to test reliability and va-
lidity of the measurement items. The questionnaire was
then revised based on the reliability tests and the final
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 Journal of Business Management & Social Sciences Research (JBM&SSR)
Volume3, No.2, February 2014
version of the questionnaire was developed. The final
questionnaire was produced in a booklet form.
5. Analysis
The purpose of this study is therefore to determine the
impacts of the tourism as perceived by the residents
themselves. This is done by exploring socio-
demographic characteristics of residents, determining the
impacts and analyzing differences regarding socio-
demographic variables as well as identifying the depen-
dence of all categorical impact factors upon relevant
overall factor variables.
The data was captured in Microsoft Excel and then ana-
lysed by using the Statistical Programme for Social
Sciences (SPSS 16.0). The descriptive statistics focused
on the demographic profile of the community where
frequencies were used to analyse the data.
a) A factor analysis was done to determine the underly-
ing impacts of the tourism on the host community of
Jaipur.
b) T-tests and ANOVAs were used to determine differ-
ences between various demographic variables and
the identified residents’ perceptions.
c) Chi-Square Test was applied to identify the deter-
mining factors of respondents’ overall opinion to-
wards tourism impacts.
Therefore the analysis that follows has been structured
around the examination of two propositions:
a) Residents’ perceptions and attitudes towards tourism
would a function of certain socio demographic cha-
racteristics such as age, sex, occupation status, per-
sonal income, family size, residency period etc.
b) Residents perceptions in general would be a func-
tion of their concerns regarding socio-cultural im-
pacts
The findings of this empirical study form the basis of
further discussion below .
5.1 Discussion
The discussion is divided into six sections, namely sec-
tion one presents the demographic profile of respondents
and their perceptions on the social impacts of tourism
(informal survey), section two deals with a factor analy-
sis of the tourism impacts, section three explores a varia-
tion analysis of residents’ demographics and their rela-
tionship to their perceptions about tourism impacts, the
section four discusses the frequency analysis of respon-
dents overall opinion and their relationship with the
identified factor dimensions, section five ends with the
concluding remarks and finally the scope of further re-
search and limitations of the study are covered in the
sixth section of the discussion.
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ISSN No: 2319-5614
Section I – Demographic profile of the respondents &
their perceptions on the social impacts of tourism
The demographic characteristics of age, education,
gender, and income were included in this chapter in an
effort to provide a descriptive profile of the survey res-
pondents. The overall response rate was 94.2% (471
respondents). Twenty nine of the returned questionnaires
were eliminated as the data were being coded because
they were returned blank or were only partially com-
pleted. After eliminating the unusable responses, res-
ponses were coded and used for data analysis.
The residents that participated in this study were mostly
males (68%) from urban localities (95%) living for more
than five years (84%) in a joint family (51%), between
ages 21 and 30 (36%) employed in private occupations
(35%) within an income group between 1-2.5 lacs
(29%). These respondents are mostly married (56%) who
have a degree or higher education (83%). Respondents
engaged in trading business (10%) & employed in pri-
vate firms (35%) and unemployed student (19%) res-
pondents were also well represented in the sample. (See
Annexure I, Table1 & Table2)
The mean responses indicated that quality of life; their
morality, honesty, hospitality towards strangers; lan-
guage skills and learning about other nations were per-
ceived to increase as a result of tourism. As expected,
local residents had very positive perceptions about the
impact of tourism on economic related issues. In con-
trast, pressures on civic amenities, overcrowding and
congestion in the city were perceived to increases as
result of tourism. As to the rest of the social variables:
crime, prostitution, anti-social activities, stereotyping
and other social conflicts may well indicate that the resi-
dents perceived that current level of tourism develop-
ment had no effect on them.
In addition to studying the perceived impacts of tourism
on the tourism, informal survey reveals that respondents
believed that socio-economic position of women within
this traditional society had improved especially because
of media exposure in comparison to tourism develop-
ment. In addition to this, they also believed that infra-
structural development such as hotels, educational insti-
tutes, malls, shopping complexes, eating outlets etc has
also substantially decreased the out migration of young
adults from the family. On the other hand, tourism was
not perceived to have any impact on the marriage of
young family members. This may be because marriage
in such closed societies is still subject to strict patterns of
tradition.
Section II – Analyzing the host perceptions on the
socio-cultural and overall impacts of tourism
The SPSS has extracted the most important factors using
exploratory factor analysis with kaiser’s criterion i.e.
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 Journal of Business Management & Social Sciences Research (JBM&SSR) ISSN No: 2319-5614
Volume3, No.2, February 2014

eigen values above 1 after orthogonal rotation as shown in Factor Table.

Factor Table: Factor analysis results of the social, cultural and overall impact of tourism construct
Variance Explained
Constructs and scales Loading Eigen values

Social Impacts 34%

SocPNI3 .701 2.021 20.210
SocPPI5 .821 1.408 34.289
SocPPI3 .797 1.285 47.135
SocPPI1 .819 1.276 59.893
Kaiser-Meyer-Olkin MSA .650
Bartlett's Test of Sphericity .000
Cultural Impacts 36%
CulPNI2 .774 1.988 19.880
CulPNI4 .683 1.678 36.664
CulPPI3 .700 1.526 51.919
Kaiser-Meyer-Olkin MSA .623
Bartlett's Test of Sphericity .000
Overall Impacts 52%
Ovr.I.A .772 3.741 30.741
Ovr.III.B .760 2.110 51.841
Kaiser-Meyer-Olkin MSA .613
Bartlett's Test of Sphericity .000

The internal consistency reliability of all twenty six mea-
suring the socio-cultural and overall impacts was 0.617
using Cronbach’s alpha, which exceeds the recommend-
ed reliability estimate of 0.50 signifies that the question-
naire formatted for the proposed study is reliable. Also
from a principal component factor analysis with varimax
rotation, the results of Kaiser-Meyer-Olkin measure of
sampling adequacy test for each constructs is greater
than acceptable limit of 0.5 and the Bartlett's Test
(p<0.001) is highly significant indicates that data were
acceptable for factor analysis.
Respondents were asked to express their opinions about
the impact of tourism on a variety of socio-cultural is-
sues and in general (impact statements given in ques-
tionnaire). As can be seen from the Factor Analysis Ta-
ble given above, out of the first four social factors (eigen
values >1), the two most relevant positive and negative
residents’ perceptions of social impacts of tourism on the
basis of higher eigen values are more opportunities of
learning (Soc PPI5) and increased pressure on civic
amenities (Soc PNI3) with factor loadings of 0.821 and
0.701 respectively contributes to total of 34% of ex-
plained variance. Similarly, among the first three cultur-
al factors, increased community participation (Cul PPI3)
and deterioration of cultural resources (Cul PNI2) with
factor loading of 0.700 and 0.774 are the most important
contributing to 20% and 16% respectively of explained
variance.
Furthermore, among the overall impacts i.e. the benefits
and costs, factor analysis revealed that city’s image (Ovr
I.A) and passive tourist activities (Ovr III.B) with factor
loading of 0.772 and 0.760 respectively are the most
important showing the variability of approximately 31%
and 21% respectively contributes to total of 52%.
In other words, the host community of Jaipur perceives
the most important positive impacts of tourism as more
opportunities of learning and increased community par-
ticipation that improves the overall city’s image while on
the other hand their negative perceptions to tourism in-
flux were found to be lack of civic amenities for host
community and deterioration of cultural resources due to
passive tourist activities in the city.

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 Journal of Business Management & Social Sciences Research (JBM&SSR)
Volume3, No.2, February 2014
Section III – Analysis of Variation between the Resi-
dents’ Demographics and their Perceptions about
Tourism Impacts
In an attempt to answer the second question of the study,
i.e. to test the relationship between respondents’ demo-
graphic characteristics and their opinions’ on social-
cultural and overall impacts of tourism, a series of t-tests
and one way analysis of variance was conducted. A se-
ries of t-test was undertaken in order to identify for any
perceptual differences among respondents with demo-
graphic variables of sex, family size, and status and resi-
dency period.
On the social front, the results showed that with excep-
tion of residency period, married male residents belong-
ing to joint families have statistically different opinions
on the variable related to positive social impact of learn-
ing opportunities than single female respondents from
nuclear families. In contrast none of residents’ demo-
graphics have any effect on negative social impact of
pressures on civic amenities (alpha>0.5). (See the tables
1 & 1.1, Annexure II)
On the cultural perspective, the analysis disclosed that
married residents living for more than five years exclud-
ing gender and family size have statistically significantly
higher differences of opinions for negative cultural im-
pact of cultural resource damage than single residents
living for less than five year while on the other hand
none of residents’ demographics have any effect on posi-
tive cultural impact of increased community participa-
tion (alpha>0.5) (See the tables 2 & 2.1, Annexure II).
Furthermore, t-test indicated that with the exception of
gender and status, respondents belonging to nuclear fam-
ily residing more than five years have higher differences
of opinion for overall negative impacts of passive tourist
activities than residents from joint family living for less
than five year while on the respondents opinion for posi-
tive overall impact of improvement in city’s image, none
of residents’ demographics have any effect (alpha>0.5).
(See the tables 3 & 3.1, Annexure II).
To examine whether residents perceptions and socio-
cultural and overall attitudes towards tourism were a
function of four demographic characteristics (income,
education, age and occupation) one way ANOVA test
revealed that all four demographic characteristics had no
effect on the issues of positive socio and cultural dimen-
sions (learning opportunities and community participa-
tion) whereas with exception of age the other three de-
mographics (income, age and occupation) have signifi-
cant effect on identified negative socio-cultural as well
as overall positive and negative perceptions of respon-
dents (alpha<0.05). In other words, respondents above
50 years of age who are self employed in agriculture and
other occupations earning between 1-2.5 lacs of income
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ISSN No: 2319-5614
have comparatively higher differences of opinion in
comparison to students below 21 years with no income
on the issues of negative socio-cultural and overall im-
pacts i.e. pressure on civic amenities, cultural resource
deterioration and passive tourist activities respectively.
(See all tables, Annexure III).
In addition to this, the retired senior respondents above
the age of 50 years with no income too have differences
of opinion in comparison to respondents in the middle
age group earning between 2.5 lacs to 5 lacs of income
for positive tourism impact in general (city’s image).
(See the tables 3 & 3.1, Annexure III).
Findings of the study confirmed the following –
First, generally the results indicate that fewer the number
of years’ respondents lived in the area, the more positive
attitudes they had towards tourism and tourists and the
more supportive they were for further tourism develop-
ment.
Second, the younger the residents, the more positive
perceptions they had towards tourism industry. Undoub-
tedly, the results revealed that residents an older age
were less positively disposed towards tourism that possi-
bly resists changes in the social and economic areas of
life because of their traditional mentality.
Third, the higher the number of residents’ family mem-
bers, the more positive was their attitudes towards the
industry and the higher their level of support for further
tourism development.
Fourth, the results also exposed that male and married
residents are more concerned towards negative tourism
impacts.
And finally, the higher the personal income of respon-
dents, the more positive was the attitudes towards and
the higher their level of support for the industry. That
means the self employed residents directly or indirectly
involved in tourism industry advocates an increase in the
volume of tourists and perceives tourism as improving
the image of town whereas the retired residents, house-
wives, students who are not economically active social
groups, therefore are not among the direct beneficiaries
of tourism spending led to negative or neutral attitudes
towards tourism and tourists. Surprisingly, to our notice,
there were no correlations found between education and
all impact perceptions.
Section IV – Determination of Factors Influencing
the Respondents’ Overall Opinion towards Tourism
Impacts
At the last stage of analysis, Chi square test was con-
ducted between selected socio-cultural factors and all
overall impact variables to determine the factors influen-
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 Journal of Business Management & Social Sciences Research (JBM&SSR)
Volume3, No.2, February 2014
cing the respondents’ opinion of tourism impacts in gen-
eral.
(i) Overall attitudes towards tourism
The analysis indicated that around 47 percent of respon-
dents are of the opinion that the city’s image has signifi-
cantly improved as result of tourism activities and 72
percent of the same are in the support of the tourism
presence for social and cultural up-gradation of the
community while the remaining 24% are uncertain be-
cause of negative social and cultural impacts. This indi-
cates that a general attitude of residents towards tourism
is favorable.
(ii) Residents’ relationship with the tourists
Even if the region is overcrowded during the few weeks
of the tourist season, 71 percent of respondents would
prefer the number of tourist arrivals should be increased
to somewhat or significantly as opposed to only 3.4 per-
cent who would prefer tourist numbers to decrease.
Compared with the feelings about the presence of the
tourists, we can see a contradiction: economic depen-
dence on tourism in the region not even those respon-
dents who oppose the presence of tourists would ask for
a decrease in numbers. Moreover, 41 percent of residents
feel no difference against tourists for negative social and
cultural dimensions while 32 percent of the same still
finds significant difference exists between themselves
and tourists. Their perceptions are probably partly the
consequence of the different social roles of hosts and
guests (hosts are stationary, living their everyday life
catering for the needs of visitors, while guests are flexi-
ble, mobile, enjoying their leisure time away from
home). The economic characteristics of tourists are also
different from those of hosts, especially in case of west-
ern tourists (even if the manifested difference in the des-
tination is not equal to the true difference). That means
residents’ relationship with the tourists is in a transition
phase.
(iii) Residents’ opinion concerning tourist activi-
ties
More than half of the sample population (71%) actively
support and promote tourist activities and tourism devel-
opment in the region (mainly by running their own tour-
ist businesses, but also by other means, e.g learning lan-
guages in order to be able to communicate with tourists)
and only 1.7 percent of them actively oppose further
tourism development in the region (mainly for environ-
mental reasons). The remaining 27 percent of the popu-
lation have neither positive nor negative attitudes to-
wards tourism development. This depicts that active
tourism needs to be promoted while passive tourism
should be minimized. (See Tables 1 & 2, Annexure IV).
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ISSN No: 2319-5614
V: Concluding Remarks
The results of the study show that support for tourism
industry is strong among the local residents of Jaipur
city. Furthermore, residents not only support the current
size of the industry but are also in favor of its expansion.
Despite the overall positive attitudes towards tourism,
local residents also pointed out the negative changes that
they perceived as consequences of impacts of tourism
industry on the region. The most strongly perceived
positive impacts was more opportunities of learning and
increased community participation that improves the
overall city’s image. While on the other hand the most
strongly perceived negative one the pressure on civic
amenities and deterioration of cultural resources as pas-
sive tourism in the city. Although respondents seemed to
be well aware of the industry’s negative impacts, most of
them did not oppose the expansion of tourism in the
area. From this, one can safely conclude that awareness
of tourism’s social and cultural costs does not necessary
lead to opposition towards further tourism development.
Another important conclusion is that there is a strong
relationship between respondent’s socio-economic cha-
racteristics and their perceptions on the impacts of tour-
ism. The most crucial and explanatory of those were
occupational status, years of living in the area, personal
income, and family size of the household, age, gender
and marital status of the sampled population.
The studies that have been conducted on the social im-
pact of tourism, including the present one, undoubtedly
point to a single conclusion: the social and cultural im-
pacts of tourism are never universal. Clearly, the intensi-
ty and direction of the impact depend on a variety of
socio-cultural and economic factors related to local areas
and destination communities. Further, it is closely asso-
ciated with the nature of tourism activities, the personal
characteristics of tourists and the rapidity and intensity
of tourism development. However only through the ac-
cumulation of knowledge that results from the conduct
of comparative studies in various regions can better un-
derstand tourism socio-cultural impacts.
VI: Scope of further research
a) Thus, further investigation is needed to test the pro-
posed framework in different settings (e.g. mega ur-
ban, urban or rural and different cultural settings)
and also at different levels of development, accord-
ing to the type of resources of the community, and
its level of economic dependency on tourism.
b) Furthermore, residents' perceptions and attitudes
should be monitored over time ((Moisey et al.,
1996) in order to better identify how changes in
tourism flow, development policies and social eco-
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 Journal of Business Management & Social Sciences Research (JBM&SSR)
Volume3, No.2, February 2014
nomic situation in general, affect residents percep-
tions and attitudes towards tourism.
c) A mixed-methods approach, by soliciting both tour-
ist and host perspectives using a mix of qualitative
and quantitative research methods, is more pragmat-
ic and yields superior research (Burke Johnson &
Onwuegbuzie, 2004; Creswell, 2008; Tashakkori &
Teddlie, 2003).
Limitations
The limitations of the study should also be noted -
a) First, it examined resident’s attitudes in a single and
medium sized urban-rural mixed setting.
b) Second, the respondents primarily constituted of
upper and lower middle class socio-economic back-
grounds. The generalization of these findings to oth-
er environments and people from socioeconomic
backgrounds is limited.
c) The relatively high amount of variance in communi-
ty support for tourism development explained by the
impact factors notwithstanding, bias may have re-
sulted from the absence of variables such as ‘know-
ledge of the effects of tourism’ (Davis et al.,1988) or
‘attachment to the community’ (McCool and Martin,
1994).
References
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[2] Andrew Lepp (2008): Attitudes Towards Initial
Tourism Development In A Community With No
Prior Tourism Experience: The Case Of Bigodi,
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[3] Bill Faulkner & Carmen Tideswell (1997), “A
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Segment Of Generation Y's Perceptions Of Authen-
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[7] Hwansuk Chris Choi & Iain Murray (2010): Resi-
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[8] Joseph E. Mbaiwa And Amanda L. Stronza (2010),
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[9] Juan Gabriel Brida*, Linda Osti And Andrea Bar-
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[11] Marianne C. Bickle And Rich Harrill, “Avoiding
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[12] Marichela Sepe And Giovanni Di Trapani (2010),
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[13] Mary-Frances Lyncha, Peter Duinkera, Lorn Shee-
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Volume3, No.2, February 2014

[17] S. Mccabe, T. Joldersma And C. Li (2010), “Under- search, Vol. 12, 761-773, (Wileyonlinelibrary.Com)
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Annexure 1
Statistics

Table 2
Frequency & Percentage Tables
Residence Frequency Percent
Urban 448 95.3
Rural 22 4.7
Total 470 100.0

Gender Frequency Percent

Male 320 68.1
Female 150 31.9
Total 470 100.0

Residency Period Frequency Percent

Less than Five Yrs 74 15.7
More than Five Yrs 396 84.3
Total 470 100.0
Status Frequency Percent
Single 206 43.8
Married 264 56.2
Total 470 100.0

Family Size Frequency Percent

Joint Family 259 55.1
Nuclear Family 211 44.9
Total 470 100.0

Age Frequency Percent

Below 21 75 16.0
Between 31-40 119 25.3
Between 21-30 169 36.0
Between 41-50 70 14.9
Above 50 37 7.9

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Age Frequency Percent

Below 21 75 16.0
Between 31-40 119 25.3
Between 21-30 169 36.0
Between 41-50 70 14.9
Above 50 37 7.9
Total 470 100.0

Education Frequency Percent

No Formal Education 15 3.2
Higher Secondary 22 4.7
Senior Secondary 45 9.6
Degree Level or Higher 388 82.6
Total 470 100.0

Income Frequency Percent

0 108 23.0
Below 1 Lacs 80 17.0
Between 1-2.5 Lacs 137 29.1
Between 2.5 - 5 Lacs 113 24.0
Above 5 Lacs 32 6.8
Total 470 100.0

Occupation Frequency Percent

Govt. 20 4.3
Pvt. 164 34.9
Employed elsewhere 17 3.6
Agri. 2 .4
Manufacturing 13 2.8
Trade 48 10.2
Self owned 44 9.4
Other Occupation 30 6.4
Student 90 19.1
Homemaker 38 8.1
Retired 4 0.9
Total 470 100.0

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Annexure II
Table 1
Independent Dependent Variables
Variables Opportunities of Learning Lack of Civic Amenities
Family Size T(468) = 2.853 , P = 0.000 T(468) = 2.077 , P = 0.752
Status T(468) = -4.686 , P = 0.000 T(468) = 2.072, P = 0.257
Residency T(468) = -1.428 , P = 0.800 T(468) = 0.700 , P = 0.502
Period

Gender T(468) = 2.784 , P = 0.000 T(468) = 2.893 , P = 0.130

Table 1.1
Independent Dependent Variables
Variables Opportunities of Learning Lack of Civic Amenities
On the basis of mean
Family Size Nuclear Family(2.1) < Joint Family(2.4) Nuclear Family(3.1) < Joint
Family(3.3)
Status Single(2.0) < Married(2.5) Single(3.1) < Married(3.3)
Residency Less than five yrs(2.1) < More than five yrs(2.3) Less than five yrs(3.1) < More than
Period five yrs(3.2)
Gender Female(2.1) < Male(2.3) Female(3.0) < Male(3.3)

Table 2
Independent Dependent Variables
Variables Increased Community Participation Deterioration of Cultural Resources
Family Size T(468) = 0.865 , P = 0.676 T(468) = 0.322 , P = 0.842
Status T(468) = -1.683, P = 0.768 T(468) = -2.206, P = 0.002
Residency T(468) = 0.464 , P = 0.917 T(468) = 3.314 , P = 0.001
Period
Gender T(468) = 0.185 , P = 0.203 T(468) = 1.300 , P = 0.136

Table 2.2
Independent Dependent Variables
Variables Increased Community Participation Deterioration of Cultural Resources
On the basis of mean
Family Size Nuclear Family(1.91) < Joint Nuclear Family(3.7) < Joint Family(3.8)
Family(1.97)

Status Single(1.8) < Married(2.0) Single(3.6) < Married(3.8)

Residency More than five yrs(1.94) < Less than five Less than five yrs(3.4) < More than five
Period yrs(1.98) yrs(3.8)
Gender Male(1.94) < Female(1.96) Female(3.7) < Male(3.8)

Table 3
Independent Dependent Variables
Variables City’s Image More of Passive Tourist Activities
Family Size T(468) = -4.403, P = 0.854 T(468) = -0.857, P = 0.001
Status T(468) = 1.123, P = 0.074 T(468) = -2.865, P = 0.628
Residency T(468) = -0.567, P = 0.466 T(468) = -3.601, P = 0.005
Period
Gender T(468) = -2.825, P = 0.725 T(468) = -0.449, P = 0.727

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Table 3.1
Independent Dependent Variables
Variables City’s Image More of Passive Tourist Activities
On the basis of mean & standard deviation
Family Size Joint Family(1.5) < Nuclear Family(1.7) Joint Family(2.0) < Nuclear Family(2.1)

Status Married (1.5) < Single(1.6) Single(2.0) < Married(2.1)

Residency Less than five yrs(1.5) < More than five Less than five yrs(1.8) < More than five
Period yrs(1.6) yrs(2.1)
Gender Male(1.5) < Female(1.7) Male(2.0) < Female(2.1)

Annexure III
Table 1
Independent Dependent Variables
Variables Improvement in Overall Quality of Life Lack of Civic Amenities
Occupation F(10,459) = 0.664, P = 0.759 F(10,459) = 4.274, P = 0.000
Per Income F(10,459) = 0.322, P =0.863 F(10,459) = 8.855, P = 0.000
Education F(10,459) = 1.305, P = 0.272 F(10,459) = 2.050, P = 0.106
Age F(10,459) = 1.668, P = 0.156 F(10,459) = 6.669, P = 0.000

Table 1.1
Independent Dependent Variables
Variables Improvement in Overall Quality of Life Lack of Civic Amenities
On the basis of max. & min. mean and standard deviation
Occupation Retired(1.7) < Other Occupation(2.3) Student(2.7) < Agriculture(4.0)
Per Income Between 1-2.5 lacs(2.0) < Between 2.5- 0(2.8) < Between 1-2.5 lacs(3.5)
5lacs(2.2)
Education Degree Level or Higher(2.1) < No Formal Senior Secondary(3.0) < Higher
Education(2.4) Secondary(3.6)
Age Between 31 – 40(2.0) < Between 21-30 (2.2) Below 21 (2.7) < Between 31-40 (3.3)

Table 2
Independent Dependent Variables
Variables Increased Community Participation Deterioration of Cultural Resources
Occupation F(10,459) = 1.453, P = 0.154 F(10,459) = 6.871, P = 0.000
Per Income F(10,459) = 0.941, P =0.440 F(10,459) = 11.277, P = 0.000
Education F(10,459) = 1.073, P = 0.360 F(10,459) = 0.405, P = 0.750
Age F(10,459) = 0.873, P = 0.480 F(10,459) = 9.586, P = 0.000

Table 2.1
Independent Dependent Variables
Variables Increased Community Participation Deterioration of Cultural Resources
On the basis of max. & min. mean and standard deviation
Occupation Retired(1.2) < Agriculture(3.0) Student(3.1) < Agriculture(5.0)
Per Income Above 5 lacs(1.8) < 0(2.0) 0(3.2) < Between 1-2.5 lacs(4.0)
Education Higher Secondary(1.7) < Senior Senior Secondary(3.7) < Higher
Secondary(2.0) Secondary(4.0)
Age Between 21 – 31(1.8) < Below 21(2.0) Below 21 (3.2) < Above 50(4.0)

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Table 3
Independent Dependent Variables
Variables City’s Image More of Passive Tourist Activities
Occupation F(10,459) = 3.260, P = 0.000 F(10,459) = 5.502, P = 0.000
Per Income F(10,459) = 2.351, P =0.053 F(10,459) = 3.707, P = 0.006
Education F(10,459) = 1.871, P = 0.134 F(10,459) = 1.236, P = 0.296
Age F(10,459) = 3.910, P = 0.004 F(10,459) = 8.913, P = 0.000

Table 3.1
Independent Dependent Variables
Variables City’s Image More of Passive Tourist Activities
On the basis of max. & min. mean and standard deviation
Occupation Retired(1.2) < Government(2.0) Retired(1.5) < Manufacturing(2.5)
Per Income Between 2.5-5 lacs(1.5) < 0(1.7) 0(1.9) < Above5 lacs(2.3)
Education Higher Secondary(1.4) < Senior No Formal Education(2.0) < Higher
Secondary(1.8) Secondary(2.3)
Age Between 31 – 40(1.4) < Above 50(1.8) Below 21 (1.7) < Above 50 (2.3)

Annexure IV
Table 1
Frequency Tables
City’s Image Frequency Percent
Significantly Improved 223 47.4
Improved to Somewhat 205 43.6
No Difference 39 8.3
Worsened Somewhat 3 .6
Total 470 100.0

Tourism Support Frequency Percent

Favor Tourist Presence 339 72.1
Neither Oppose nor Favor 114 24.3
Oppose Tourist Presence 17 3.6
Total 470 100.0

Number of Tourists coming to their settlement Frequency Percent

Should be increased significantly 160 34.0
Should be increased to somewhat 173 36.8
Is appropriate 121 25.7
Should be decreased to somewhat 14 3.0
Should be decreased significantly 2 .4
Total 470 100.0

Differences between tourists and themselves Frequency Percent

Significant Difference 152 32.3
No Difference 193 41.1
Some Difference 125 26.6
Total 470 100.0

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Active Tourist Activities Frequency Percent

Positive 334 71.1
Uncertain 128 27.2
Negative 8 1.7
Total 470 100.0

Passive Tourist Activities Frequency Percent

Positive 60 12.8
Uncertain 302 64.3
Negative 108 23.0
Total 470 100.0

Table 2
Chi Square Test of Independence & Cramer’s V level of Association
City’s Tourism Number of Differences Active Passive
Overall Image Support Tourists coming between Tourist Tourist
Impacts to their tourists and Activities Activities
settlement themselves
Social Impact Dimensions (Sig. levels)
Opportunities 0.000 0.061 0.124 0.442 0.008 0.000
of Learning
Lack of Civic 0.000 0.003 0.080 0.031 0.137 0.034
Amenities
Cultural Impact Dimensions (Sig. levels)
Increased 0.037 0.613 0.489 0.115 0.053 0.000
Community
Participation
Deterioration of 0.001 0.005 0.001 0.033 0.004 0.001
Cultural
Resources
*Yellow Highlight = Sig. level > 0.05 ---Indication of Independency/No Association between Variables

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