Tourism and Hospitality-Theories and Practices

Tourism and Hospitality:
Theories and Practices
Edited by
Dipra Jha P. P. Khanna
Madhumita Mukherjee Suvojit Ganguly
Sudipta Mukherjee
BHARTI PUBLICATIONS
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First Published, 2020

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Ministry of Tourism and
Culture
Govt. of India
Shri Prahlad Singh Patel

Hon’ble Minister of Tourism
MOS (I/C) Tourism & Culture
Message
Tourism holds the key for economic development of a nation. It’s the sector which has shown
quick resilience after tough time world over. Presently tourism in India in the post covid-19
scenario will largely rebound with domestic tourism at the forefront. My ministry is running
Dekho Apna Desh campaign in this direction. I am happy to know that the Association of
Domestic Tour Operators of India (ADTOI), Holidayers Academy of Aviation and Tourism
Studies (HAATS) and Bharti Publications has come together to compile a book to be released
on the occasion of the World Tourism Day-27th Sept, 2020. I have been informed that writers,
researchers, professors and industry professionals of the Tourism sector from across the world
is contributing with their write ups for this edited book.
I congratulate you all for this wonderful initiative and convey my best wishes for the success of
this book and all your similar endeavors in the future. I also take this opportunity to wish you
a very happy World Tourism Day.
(Shri Prahlad Singh Patel )

Ministry of Tourism
Government of India
New Delhi
Meenakshi Sharma
Director General
Message
I am glad to know that a compiled edited book with the title “Tourism and Hospitality:
Theories and Practices” will be published on the occasion of the World Tourism Day-27th Sept,
2020. I have also been informed that for this book, international researchers, professors and
industry professionals are contributing their write ups.
I congratulate the writers, Association of Domestic Tour Operators of India (ADTOI),
Holidayers Academy of Aviation and Tourism Studies (HARTS) and Bharti Publications for
taking this wonderful initiative. In this present pandemic situation, I am sure that this book
edition will motivate the tourism fraternity present all over the word. I convey my best wishes
for the success of this book.
(Meenakshi Sharma)
PREFACE
On the 27th of September, 1970, the Statutes of the United Nations World Tourism Organization,
UNWTO, were adopted. After ten years since then, from 1980 the UNWTO started celebrating
World Tourism Day on the 27th of September every year as an international observance with the
purpose to raise awareness within the international community on the role of tourism and to
demonstrate how it affects worldwide cultural, social, economic and political values.
This year’s tourism situation has no similarity with the conditions which prevailed in the previous
years. All because of a long time is effecting pandemic. To remind ourselves about this different
World Tourism Day-2020, we thought of compiling a book with the research work of various
contributors together from the tourism sector.
We would like to acknowledge the help of all the people involved in the compilation of this book
and, more specifically, to the contributors who contributed their research works for this book.
Without their support, this book would not have become a reality.
We would like to acknowledge the help and support of Prof. Nimit Ranjan Chowdhary, Professor
and Head, Department of Tourism and Hospitality Management, Jamia Millia Islamia (A Central
University), New Delhi for contributing in this book. We convey our special thanks to our colleagues
of various Universities, Institutions and also professionals from the Tourism and Hospitality
industry across the country for their continuous encouragement and support. We are so thankful
to M/S Bharti Publications for publishing this book edition.
Last but not least, we convey our regards to our family members who have always supported and
motivated us for the compilation of this book and the Almighty for giving us this opportunity.
Happy World Tourism Day !!!
Editors
Prof. Dipra Jha
Dr. Madhumita Mukherjee
Dr. Suvojit Ganguly
Sudipta Mukherjee
P. P. Khanna
CONTENT
Preface v
1. Rewriting Tourism: Emerging Paradigms Post-COVID 1-5
Prof. Nimit R. Chowdhary
2. In Pursuit of Peace Through Tourism: An Introspection 6-10
Uswathul Hasana H. & Prof. Sampada Kumar Swain
3. Impact and Recovery Changes in Hotel Operations in India after Covid-19 11-17
Prof. Dr. Sudhir Andrews
4. Lean operations in the Hotel kitchen 18-24
Dr. Masood Aslam
5. Exploring the Impact of Emerging Technology Innovations in the Travel and 25 -30
Tourism Industry: An Overview of the Airline Industry
Ravishankar Balakrishnan
6. Hospitality of Homestay in Sikkim and Operational Guidelines Ongoing Covid-19 31-39
Sanjiv Kumar Sharma
7. Rural Tourism and Sustainable Hospitality 40-45
Ved Khanna
8. Importance of Tourism: An Economic, Environmental, and Socio-Cultural Perspective 46-53
Amanjeet Bhalla, Parambir Singh & Amit Gupta
9. People Living Poor: A Case Study on Bihar Tourism 54-60
Pankaj Kumar & Deepti Yadav
10. Management of Tourism Experiences using Immersive Technology 61-67
Ganesha K. S. & Dr. Ganapati B Sinnoor
11. Perceived Risk and Anxiety Among Tourist Visiting Andhra Pradesh 68-79
Dr. Kota Neela Mani Kanta , Dr. Uday Sankar Allam & Dr. P. Srivalli
viii
12. The Effect of COVID- 19 Outbreak on Travel Agencies: India Scenario 80-87
Niraj Aarya , Abhishek Rana & Suresh Singh
13. The Indian Tourism Industry: Importance of Security and Safety 88-99
Manali Gupta
14. Artificial Intelligence (AI) & Its Implications in the Hospitality Industry 100-108
Vipul Bhandari
15. Cultural Multi-Dimensional Development: A Brief Study of Tourism in India 109-115
Vipin Singh & Dr. Amrik Singh
16. Tourism Corridor at the Heart of Incredible India 116-121
Rajat Roy Chowdhury
17. Overarching Overtones: Oracles on Career Chronicles of Women in Indian 122 -131
Hotel Industry
Dr. J. Eugene
18. Grooming & Etiquette- Pan Transformasie 132-134
Megha Sharma
19. Over-the-Top (OTT) Media Services: Streaming Television 135-136
Sonali Kakkar
20. Conceptual Study & Analysis: Rural Tourism in India 137-144
Divya Mittal
21. Sustainable Adventure Tourism: An Indian Perspective 145-148
Gauravdeep Singh Bhatti
22. The Effect of AL, Robots, Human: Made Consciousness, and Administration 149 -158
Computerization on Service Experience in Hotel Industry before & after COVID-19
Lovelesh Gupta
23. Agro-Tourism: A Booster in Farmers’ Income 159-163
Tripty
24. Tourism: Teenagers’ Choice 164-166
Soumojit Ganguly
25. Culinary Tourism - India’s Greatest Treasure 167-170
Nirav Munshi
26. MICE Tourism in India 171-173
P P Khanna
ix
27. Tourism Area Life Cycle Model: An Application on Selected Hill Stations of India 174-184
Shobha K B
28. Digital India Campaign and the Indian Tourism Industry 185-192
Sumedha Agarwal, Shashank Mehra & Rohan Bhalla
29. Impact of Novel Coronavirus in India 193-202
Parikshit Das
30. Adventure Tourism in Goa: An Assessment 203-209
Chayan Das
31. How to Enable High Tech and Touchless Guest Experience: Adapting to the 210 -214
‘New Normal’ of Guest Expectations
Priya Sinha
32. Study on Growth of Housekeeping Department in Service Industry and Career 215 -231
Opportunities for Housekeepers in India.
Dr. Malini Singh
33. Relationship Marketing in Service Sector: A Case Study of Select Organizations 232 -244
Relating to Tourism and Hotel Industry
Prof. (Dr.) Sharad Kumar Goel
34. A Study on the Benefits of Outsourcing Hotel Housekeeping Department in 245 -253
5 Star Hotels of Delhi NCR
Akshita Tiwari, Dr. Malini Singh & Ashish Dahiya
35. The Approach of Residents’ of Jamshedpur Towards Eco-Tourism in Dalma 254 -265
Wildlife Sanctuary
Shweta Kapure & Dr. Malini Singh
36. Prospects of Entrepreneurial Opportunities Post Pandemic: An Exploratory 266 -276
Research on Growth of Housekeeping Department to Housekeeping Industry
Priyanka Verma, Dr. Malini Singh & Dr. Neeraj Aggarwal
37. Adventure Tourism Opportunities in Kerala: A Generic Study 277-287
Dr. Suvojit Ganguly
38. Global Impact of COVID-19 on Tourism Industry: A Comparative Study with 288-298
Other Pandemic and Deadly Events
Sudipta Mukherjee & Dr Madhumita Mukherjee
39. Plastic Debris Pollution in Coastal Tourism Destinations 299-309
Bhaskar Sailesh & Dr. Suja John
Bio Sketch of Contributing Authors 310-322
Rewriting Tourism: Emerging
1 Paradigms Post-COVID
Prof. Nimit R. Chowdhary*
These are unprecedented times. COVID19 pandemic has affected us in a way like anything never
before in our lifetime. It has impacted all facets of our existence, including mobility. Tourism and
travel are severely affected, and there are various estimates of the magnitude of the losses. The
ever-optimistic human beings have begun to reorganise themselves to look beyond the world
post-COVID. There are several predictions for the post-COVID scenarios with suggested recovery
strategies.
TWO POSSIBLE SCENARIOS POST-COVID
I will resist the temptation to make another prediction. Instead, I will focus on analysing the two
broad scenarios that emerge from these prophecies. One is the optimist school, which argues an
immediate resurgence of tourism once the lockdowns are lifted. This school argues that the travel
will bounce back immediately once a vaccine for the COVID 19 is found, which is estimated to
be in the markets by October- November 2020. However, there might be some reservations for
international travel. Most industry enthusiasts are holding their hopes on domestic travel. Even
the governments are keen on domestic travel to infuse cash in the economy- both for resurrecting
economy and for equitable distribution of tourism revenues. The other school, however, is a bit
cautious and maintains that people will tread somewhat cautiously. They would like the pandemic
to settle down before they travel again. They would also expect the destinations and service
providers to have a new set of standard operating procedures (SOPs) in place. The school believes
that leisure travel would hold back, while business travel would be the first to take off.
While many people believe that people will tread cautiously, a section of the industry is pinioning
its hopes on a wave of ‘revenge travelling’. People are frustrated with being locked down and
being restricted in their activities. Though they have gotten conscious, yet they want to bust out.
Longer the lockdown and travel restrictions, the more the people would be longing to go out.
There will be a renewed demand for nature-based travel- the tranquillity of wilderness, rurality,
etc. While public transport may be avoided, people would prefer to travel own their own by road.
The industry is buildingits hopes on luxury travellers who might divert from international travel to
* Professor and Head, Department of Tourism and Hospitality Management, Jamia Millia Islamia, New Delhi.
2 Tourism and Hospitality: Theories and Practices
short-haul domestic travel to the countryside. A case in point is China’s travel restart post COVID.
In India, a section of optimists is pinning their hopes on a large number of youngpopulations which
rearing to go out but for permission for the jaunt. Some are calling it rage-tourism, but the term
revenge tourism is popular.
Another, tactical move that is gaining acceptance is the creation of tourism bubbles. The realisation
is that there cannot be a generalisation on post-COVID mobilities. Travel between destinations will
be specific and on cases to case basis. While the source market may open up, the host destinations
may not accept visitors. Or vice-versa, the host destination may be open to receiving visitors,
but their primary source markets may not be permitting outbound travel. Given this scenario,
destinations are creating tourism bubbles to allow inter-destination travel. UNWTO also wants
to have tourism restored at least in select safe pockets. For example, trans-Tasman and Pacific
bubbles are being proposed.
Similarly, the three Baltic countries Estonia, Latvia, and Lithuania, have opened their borders to
one another, creating a Baltic travel bubble. Thus, some countries are creating a bubble with other
countries where the coronavirus has been contained, to allow travel within each other’s’ territory.
Travel bubbles, or travel bridges or corona corridors, as they are differently called appear to be a
vital restoration strategy.
Another dimension to the post-COVID travel is the host community’s receptivity and reciprocity.
The willingness of the host community to receive guest would be crucial. Tourism cannot carry
on without the concurrence of the host community. The correlation between opening up and
benefits to the community have to be more pronounced. At an operational level, the cost dynamic
has to be reworked. The spatial arrangement of the tourism servicescape and SOPs for the service
providers will have cost implications which must be borne by the tourist.
MEETING THE NEW TOURIST POST-COVID
We seem to be following the Kübler-Ross sequence. After denial followed by anger due to the
restrictions on our routines and mobilities, society seems to now have come to terms with life
and accept the new ways. The social distancing, not littering and spitting, avoid touching surfaces
and being conscious when we have to hand over our cards for swiping- we prefer a contactless
transaction. Sanitising is now an essential part of life. Tourism, post-COVID for sure will face a new
consumer. Living with the whims and fantasies of this new tourist is going to be the only choice.
Many predictors and prognosticators believe that there will be minimalistic tourism for some
time. It might take two to three years post-COVID to get back to the normal. Within the next few
months, we may see a restart led by work-related travel. Then there would be a few emotionally
strained individuals who would seek some kind of revenge tourism. Whatever may be the push for
travel, the post-COVID traveller would have a different set of expectations.
Today we have the entire spectrum of travellers- from sumptuous luxury travellers to modest
backpackers. Post-COVID era, in the immediate future, may see a clustering towards the two ends.
On the one hand, we may see a rise in luxury travellers who might be willing to spend more but
for a surety of safe, sanitised and hygienic travellers. Accordingly, they would choose a destination.
Similarly, they would choose trusted service providers and the luxury hotels where they can trust
the protocols.
Rewriting Tourism: Emerging Paradigms Post-COVID 3
On the other hand, a sceptical traveller might avoid group travel. To have more choices to configure
their travel, many would like to backpack. in some cases, backpacking might result in saving some
money, where the cost of commoditised travel might increase because of the hygiene protocols.
They may prefer booking through Airbnb or booking.com where they can stay away from unknown
fellow travellers. They can buy their food and cook it to their satisfaction. A sceptical traveller
might prefer packed food instead of dining in.
Tourists, post-COVID, will increasingly feel responsible for their safety. They might request for
sanitisation of the room again upon their arrival; they may prefer to carry their toiletries instead of
using those placed by the service provider. Masks, gloves, disinfectant wipes, disinfectant sprays,
hand soaps and sanitisers would be the new travel essentials.
Some travellers are seeking niche tourism which anticipates a select audience meaning little or no
crowds. Baby boomers, pilgrimage travellers and travel of senior age people will have to wait for
some more time as they are the most vulnerable segment of the population facing the pandemic.
Tourist will be more demanding. They will expect more personalised services from travel agents
in terms of information about destinations, advising on right kind of travel insurance, required
vaccines, assurance of hygiene, and some guarantees of less crowd and shorter waiting times, etc.
Another significant impact is that travellers are espousing responsible behaviour towards
travel, sustainability, and the destination. Travellers of tomorrow have gotten conscious of their
responsibilities in keeping the destinations clean and not polluting it. They are more mindful
of using the resources at the destination. They are more empathetic towards locals and their
produce.
During the pandemic, people have faced issues like stress, anxiety and depression because of
unemployment and an uncertain future. They would be seeking peace and tranquillity. Nature-
based travel will be in demand. A significant number of experts believe that ‘nature is healing’. The
planet has become greener, less polluted and calmer. The healing essence of nature would be the
most sought feature in the future.
Spiritual journeys will be in demand in future. The constant eagerness to finding the meaning
of life will rise in multitude as people have lived low state of life. The therapeutic advantages of
tourism would be the most sought out feature in the long run.
Pandemic has brought leisure travel on its knees. People in India usually travel most in summer
holidays between May-July. Holidays are appearing far from the range of the most significant
income segment of India-the middle class. Unlocking in India and many countries showing
better recovery rates may positively impact domestic tourism. Famous monuments of ASI and
destinations like Goa are welcoming tourists now, of course without compromising measures of
combating COVID 19.
PRODUCTS IN DEMAND POST-COVID
Post-COVID, the industry will face a more conscious and sceptical tourist. The earlier boisterous
traveller will now be avoiding the crowd and crowded places. Cleanliness and sanitation will be
the main drivers, and as they say, will be the hygiene factors for travel motivation. Places should
not only be promising sterility, but they must also be able to tangibilise and demonstrate hygiene
and cleanliness.
Post-pandemic, the motivations to travel may change. There are two opposing views and may
require further research. One view is that after experiencing isolation for months, quiet places
may not attract tourists. However, the other view is that isolation and lockdown also mean being
caged and restricted. Especially, Millennials and Generation Z have had this once in a lifetime
experience of being restricted, and they are whining to go astray. They are likely to prefer real-time
experiences rather than staged experiences. There will be an increased thrust on outdoor
activities. Outdoor activities like hiking, camping, biking and trekking will be in more demand in
the post-COVID era. Tourists are likely to opt for private, offbeat activities in low-density locations
for their next vacation.
Travellers will voluntarily turn towards the sustainable and more responsible tourism out of fear
which has its antecedents in spirituality. Nature, wilderness and rurality will be up for grabs. Rural
tourism will be in demand. Rural and nature-based tourism offers tourists to holiday in serene
seclusion and thus taking care of physical distancing norms automatically. Rural tourism homestays
with lower costs, greater transparency, personalised attention and manoeuvrability in terms of
customised experiences, are additional motivation. Tourists are becoming keener to experience
the good, clean outdoor air, and get in touch with nature and rural tourism destination is thus the
best option for such holidays.
As most people have predicted, in the early phase of recovery of tourism, international travel
will give way to domestic travel. A sceptical traveller will avoid the use of trains, aeroplanes, and
other public transports in the short run, and would prefer to visit nearby places accessible by their
vehicles. While tourism gets back to normal over the next few years, staycations will be popular
in the intervening period. Staycation, a portmanteau of “stay” and “vacation” is a retreat where
the family stays home and participates in leisure activities within driving distance of their home
and does not require overnight accommodation, thus offsetting the risk of infection to a certain
extent.
Another debate is about business travel. One view is that there will be a decline in business trips
due to the emergence of virtual meeting platforms. Business tourism generates more revenue
than leisure trips, and thus alternative forms may be explored. Predicting a rise in costs of travel
due to additional safety and hygiene protocols, in the long run, people may choose workations-
which is a portmanteau of “work” and “vacation.” Many hotel chains and property rentals have
been coming up with exclusive workation offers. For example, Thomas Cook, one of India’s leading
companies in the travel space, has introduced a range of near-city stays that includes predesigned
workstations and robust WiFi connectivity. The travel enthusiasts can look for long-term getaways
where they can spend quality time while working from retreat simultaneously.
Another emerging product is virtual tourism. In a post-COVID era where travelling comes with
many precautions and restrictions, virtual experiences become especially relevant. From visiting
the world’s largest art museum to witnessing the world’s most significant coral reef system,
traditional travel has made way for a host of digital experiences, virtual tours and augmented
reality (AR) experiences. They are immersive experiences that come with many advantages like
attractive prices and immediate consumption.
Rewriting Tourism: Emerging Paradigms Post-COVID 5
On the other hand, there are a few products that will take a beating, at least in the near future.
One is religious tourism. Major religious congregations across religions around the world have
been called off or are very selectively permitted, thereby taking this sector off the shelf. Another
tourism product that is severely affected is sports tourism. Major sporting events around the world
Olympics, IPL, etc. have been deferred. Even when some of the events are resuming, spectators
are not allowed in the arena. Companies deals with these products must quickly switch to other
businesses.
CONCLUSION
All said and done; eventually, tourism will return. Some economies and sub-economies rely
on tourism. They are rearing to resurrect. Tourism may be the last activity to be permitted
post-pandemic, but it will be among the first to bounce back. While people seem to be learning to
live with the virus, there will be a new tourist demanding newer types of tourism products. What
is presented above are just some scenarios; tourism businesses need to keep a watch as trends
emerge.
In Pursuit of Peace Through Tourism:
2 An Introspection
Uswathul Hasana H.* & Prof. Sampada Kumar Swain**
ABSTRACT
Apart from the benefits gained through tourism as a conventional industry, it is applauded for its
ability to act as a social force. As a social force, tourism is believed to encourage the factors which
stimulate, maintain and build peace among the people. This study aims to address the concept of
peace in a holistic perspective by analyzing the factors which contribute towards building peace
and the impacts of tourism on these factors. The study concludes by stating that tourism can be
a powerful agent of peace because of its significant influence on the economic, socio-cultural,
environment and political aspects of the world.
Keywords: Tourism, Positive Peace, Economic Stability, Conflict.
INTRODUCTION
Tourism industry which is claimed to be one of the fastest growing industries worldwide is
applauded for its contribution towards various fields both directly and indirectly. However, tourism
has much more to it than being one of the largest industries. The reason for tourism standing out
from other conventional industries is due to its ability to be a social force (Higgins-Desbiolles,
2006). The aspect of tourism as a social force helps in accomplishing wider goals. The wider goals
which tourism helps to achieve help towards building peace. Hence tourism is regarded as an
agent for peace (Var et al., 1989).
Though tourism is promoted as an agent for peace there are arguments claiming that tourism
cannot be viewed as a contributor of peace rather it should be considered as a beneficiary of peace
(Litvin, 1998; Pratt & Liu, 2016). These arguments are based on the proposition that a region’s
peace plays an important role in deciding the likelihood of tourism sector to flourish in that region.
But these arguments interpret peace as just a state of absence of violence or war. When the
idea of the state of peace is looked beyond the state absence of war, the potential of tourism in
building and promoting peace can be explored. Especially in the times when the entire world is
facing a series of crisis, tourism being an industry involving almost every nation of the world has
* Ph. D Scholar, Department of Tourism Studies, Pondicherry University, Puducherry.

** Head, Department of Tourism Studies, Pondicherry University, Puducherry.
In Pursuit of Peace Through Tourism: An Introspection 7
a major role in providing the means to combat these crisis (D’Amore, 2009)and shaping, the most
significant and rapid paradigm shift in human history – a paradigm shift of major demographic,
economic, ecological, and geo-political dimensions. For the first time in human history – we are
faced not with just one crisis – but a confluence of several crises; crises that are not related to a
single tribe or community – a single nation – or a single region of the world – but are each global in
scale. To meet the challenges of these global crises will require an equally historic paradigm shift;
a paradigm shift with a strong environmental ethic that restores ecological balance and integrity
to our failing ecosystems, and that addresses the critical issue of climate change; a paradigm shift
toward an economic system that brings about an end to poverty – and a paradigm that brings an
end to war as a means to solving conflict, as it is only through a global family in harmony and peace
with itself, that we can solve the unprecedented global issues facing our one common home, planet
earth – and our one common future as a global family. The travel and tourism industry has, and
will continue to play a vital and leading role toward this paradigm shift, and as the world’s largest
industry involving virtually every nation in the world – will be the central pillar of a Peace through
Commerce movement. The dramatic growth of tourism in the past 60 years is one of the most
remarkable economic and social phenomena of our time. The industry has grown from a total of
25 million international arrivals in 1950 to a projected 1 billion international arrivals in 2010, and
a further projection to 1.6 billion by 2020. Beginning with the emergence of ‘‘Ecotourism’’ in the
late 1980’s, there are an increasing number of tourism market segments which fall within a broad
category that can be called ‘‘Peace Tourism,’’ and classified within a framework that includes peace
within ourselves, peace with others, peace with nature, peace with past generations, peace with
future generations, and peace with our Creator. Since its birth in 1986, the International Institute
for Peace through Tourism (IIPT. Though the prevailing state of peace in a destination has a major
effect on its tourism development is true to an extent, the fact tourism can contribute in achieving
international peace and harmony cannot be completely denied.
Reflecting on the theme of the World Tourism Day 2020 titled “Building Peace! Fostering
Knowledge!”, this chapter attempts to address the four common areas related to positive peace
where tourism contributes in a positive manner. It discusses about the inevitable presence of
tourism in the peace process and the promise this industry holds in building peace.
TRACING THE ‘TOURISM AND PEACE’ CONCEPT
Throughout the course of history, many scholars and eminent personalities hinted about the
importance of tourism in establishing peace through process of accumulation of knowledge and
understanding gained as a result of tourism. For example, Mark Twain can be considered as one
of the first persons to who recognized the significance of tourism in endorsing peace in his work
(Wohlmuther & Wintersteiner, 2014). Though, these early claims about tourism and peace mainly
referred to the significance of travel in general and it was not specifically intended towards the
importance of tourism as an industry.
The event which formerly acknowledged the role of tourism as a vehicle for peace was the World
Tourism Conference held at Manila in 1980. The Manila Declaration which the event insisted that
tourism can achieve world peace through its ability to influence the economic, educational and
social aspects of the regions. This idea was strongly put forward by D’Amore who argued that how
tourism if properly developed can contribute towards peace (D’Amore, 1988). Over the years,
tourism was promoted as a peacemaking industry by various organizations and scholars Owing to
inevitable role of tourism in building peace, the UNWTO has so far directly mentioned the term
peace in its theme for World Tourism Day for about seven times including the year 2020.
PEACE – A HOLISTIC OUTLOOK
Before discussing the role of tourism in building peace, it is important to have a basic idea about
term peace. The concept of peace is commonly related to the absence of war. Nevertheless,
the state of absence of war is one of the main factors ensuring peace, it is not the only factor
(Moufakkir & Kelly, 2010). Time and again, many researchers have insisted upon the idea of the
broad concept of peace. Peace, when taken in a holistic perspective, is determined by various
factors such as economic development, eradication of ideological barriers, better health care
facilities, protection of human rights and so on (Boutros-Ghali, 1992; Hansen, 2016) .
To simplify this broad concept of peace Johan Galtung categorizes peace into two aspects: positive
peace and negative peace. While the latter category exclusively infers a state of absence of war,
positive peace deals with integration of human society (Galtung, 1964). Majority of the studies
which argues that tourism is a beneficiary of peace and not vice versa are grounded on the concept
of peace as an absence of war in other words negative peace. However, when peace is viewed as
a holistic concept as in the category of positive peace, it can be realized that tourism has a great
potential in contributing to the factors which leads to positive peace.
TOURISM IN BUILDING PEACE
Based on the review of literatures, four factors determining the positive peace are identified. The
four factors are listed below.
¾¾ Economic
¾¾ Environmental
¾¾ Socio-Cultural
¾¾ Political
The following section attempts to briefly discuss the impacts of tourism on these four factors and
how such impacts acts as a platform for building peace (Farmaki, 2017).
ECONOMIC DEVELOPMENT AND TOURISM
Economic development has an important role in maintaining the stability of a region. When a
country or region is economically stable, it reduces the chances of potential war or conflicts when
compared to the places which lack economic stability. Thus, the economic development can be
considered as one of the determinants of peace (Mishra & Verma, 2017). Travel and Tourism
industry helps in the economic development of generating jobs and by increasing the GDP of many
developing and developed countries. According to the Economic Impact Reports of World Tourism
and Travel Council, tourism has accounted for 10.3 % of GDP at global level and has generated 330
million jobs across the globe in 2019. Especially in the post COVID’19 scenario tourism industry
will be in a unique position by contributing to the recovery plans through its ability to provide
diverse range of livelihood opportunities (UNWTO, 2020).
IMPACTS OF TOURISM ON ENVIRONMENTAL CONSERVATION
The importance of environmental conservation in building peace is an area which is often
overlooked in peace research (Barnett, 2007). Conservation of environment is not just the matter
In Pursuit of Peace Through Tourism: An Introspection 9
of protecting wildlife and natural resources. It is connected to the matters of accessibility to

resources for people, provision of alternate livelihood opportunities to communities depending
on the natural resources and ensuring the quality of environment is not compromised in the name
of development. The environmental issues can turn as a serious threat to peace as they lead to
mass migrations and conflicts (Matthew & Gaulin, 2002). Issues related to failure of environmental
conservation like climate change poses serious threat to peace because of its ability to instigate
violent conflicts (Barnett & Adger, 2007).
To address this issue, there needs to be a development paradigm which ensures both development
and conservation at one and the same time. Alternative forms of tourism such as ecotourism has
proved to be promising areas in this aspect (Honey, 2008). Along with the environmental benefits,
such forms of tourism provide the communities with alternative livelihood options(Butcher, 2011;
Fletcher, 2009) thus avoiding the possibility of conflicts arising due the dependency on natural
resources.
SOCIO-CULTURAL BENEFITS OF TOURISM
The socio-cultural benefits of tourism are experienced by both the tourists and hosts. The
socio-cultural factors have direct impact on countries’ peace. Countries with a greater degree of
secularism are found to be more peaceful than the countries which lacks these factors (Huang &
Throsby, 2011). Tourism has the ability to positively influence the socio-cultural factors of a region
through the knowledge which the travelers gain through travel (D’Amore, 1988). Exposing tourists
to various cultures and traditions may help them in understanding and appreciating the diversity
and thereby overcoming the ideological barriers. Positive changes in the social attitudes of citizens
belonging to nations sharing a history of conflicts and wars can be brought as a result of tourism
(Pizam et al., 2002)
TOURISM AND POLITICAL STABILITY
Even though tourism does not have the same effects on the political aspects of a region when
compared to its effects on its economic and social factors, it does not mean that there are no effects
at all. The case studies on the impact of tourism on countries with conflicts prove that, opening
their countries to tourists originating from their rival countries has helped in decreasing the
political tensions between nations thus leading to political stability (Wohlmuther & Wintersteiner,
2014). Tourism also has a potential in stabilizing the socio-political scenarios in post conflict zones
which is an important factor leading to peace (Chauhan & Khanna, 2009; Fernando et al., n.d.;
Upadhayaya et al., 2011).
CONCLUSION
Both peace and tourism are complex concepts in their own rights. The real challenge which should
be taken into account when discussing about the interrelationships between tourism and peace is
the dynamic nature of both peace and tourism (Farmaki, 2017). Hence, while propagating tourism
as a promoter of peace, their dynamic nature as separate concepts and their complex relations
should not be over simplified. While this study addressed the ability of tourism towards building
peace by identifying the key areas where the tourism can contribute, there is a need of future
studies which focuses on each of these areas and its relation to peace and tourism.
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https://doi.org/10.18111/9783854357131
Impact and Recovery Changes in Hotel
3 Operations in India after Covid-19
Prof. Dr. Sudhir Andrews*
The hotel industry has never been smitten so badly as the Covid-19, a virus that humanity knows
nothing about. It is an unseen silent killer that transmits through cough droplets that once imbibed,
causes respiratory tract infections. There is no vaccine for this virus, and that complicates things
further. It spread all over the world viciously. When it struck India, the only best alternative was
a lockdown of 1.3 billion Indians on March 24, 2020 for 14 days, by Prime Minister Shri Narendra
Modi. The number of cases then was just 500. This lockdown demanded that people stay indoors
at home. All cities became ghost towns with minimal human movement. Should anyone step
out, they would have had to mandatorily wear a mask and sanitize their hands. The Lockdown
continued for several months and today we have 3 million cases. This meant that the entire travel
and tourism trade came to a grinding halt. Hotels and restaurants had to close down. The entire
hotel industry looked to the government to bail them out with relief funds, for working capital,
to pay salaries to their workers. Hotel federations sent petitions to the government to give some
financial relief.
To the chagrin of the hotel industry, the government released three tranches of funds which did not
include any relief for the hotels, probably believing that the hotel industry was an elitist industry
that could take care of itself. Also, small enterprises in the unorganised sector did not qualify for
SMSE funds announced. However, Shri Nitin Gadkari, the Minister of Road Transportation and
Highways with the additional portfolio of MSMEs, extended the small lodging outfits eligible for
the MSME relief tranche. However, 40% establishments by then had permanently closed shop. Mr.
Piyush Goyal, the Minister of Railway and Commerce and Industry, in fact told the 5-Star segment
to “to stand on their own feet”. On this basis the industry had to look after itself and started
looking inwards.
Their primary challenges of the hotel and restaurant industry were and still are:
¾¾ To stimulate demand by assuring the traveling public of their safety from the pandemic if they
travelled.
* Distinguished Professor and Chairman of the Advisory Board (AURO and SERVO), Consultant Skill Maker Consultancy
Services, Former Principal, IHM, Pusa, New Delhi.
¾¾ To provide physical evidence of Health and Safety protocols to evoke confidence in the
traveling public.
¾¾ To generate liquidity to pay the salaries of staff and initial working capital should the lockdown
be lifted
¾¾ Provide ‘low-touch’ operations with humans thereby heralding the introduction of Technology.
¾¾ Distancing norms of guests and employees which meant engaging fewer staff.
Let’s look closely at all these concerns:
STIMULATE DEMAND
Hotels would have to concentrate on the domestic market as inbound tourists were practically nil.
India is fortunate to have a middle class of 500 million that has mainly supported the hotel and
travel industry by 1.2 billion movements in 2019. 70% of the tourist revenue came from domestic
tourism. Moreover, the Indians who travelled abroad in 2019 spent US$ 22 billion on foreign trips.
This amount can now be spent on domestic travel, which must be exploited by the travel and
tourism industry. People were and are anxious to break free after being locked up for several
months. Their number one concern is their own safety from the Covid-19. It is believed, that the
adventurous ones would prefer to go by road to nearby uncrowded destinations like resorts and
natural habitats. Hotels would also have to be aggressive on the digital space to assure guests with
the precautions taken by the respective hotels for their safety.
HEALTH AND SAFETY
As this is the premier concern of the traveling public, the Standard Operations of the hotel were
forced to change. The main challenge would be to show physical evidence of an intangible threat
in the standard operating procedures.
AIRPORT ARRIVALS
The changed SOPs would start from the hotel limousine or van that receives a guest at the airport.
The driver would be masked and with gloves after sanitising the inside of the car or van. The driver
would then hand the guest a kit which would have a booklet of precautions at the hotel, thereby
preparing him/her of the changes in hotel procedures for his or her safety; a fresh mask; surgical
gloves and a pocket hand sanitiser. It is recommended the drivers seat and backseats be separated
by a screen to create an isolation.
HOTEL EXTERNAL PREMISES
At the entry gate to the hotel, the security staff would measure each occupant’s temperature
through remote temperature guns. If all was okay, they would be permitted to proceed to the
portico. If not, the transport would send the concerned infected person to the hospital for
admitting. At the portico the guests would be bodily sanitized by walking in a disinfection tunnel
with UVA lights to sanitize them and proceed to the shoe sanitizing machine. During this time the
unloaded guest baggage would also be sanitized by sprays. The guest would have to sanitise his/
her hands before entering the lobby.
LOBBY AND FRONT OFFICE
The lobby is denuded of all furniture to give empty spaces as a show of a correct uncrowded
environment. On the floor would be markings where guests would stand six feet apart for check-
Impact and Recovery Changes in Hotel Operations in India after Covid-19 13
in formalities at the reception. Many of the pre-registration formalities can be done on-line
during time of booking a room. The reception desk would be sanitized with possibly additional
glass screens to isolate the receptionist from the guest. The sanitized pens that are used to fill
registration forms are disposed in another container for further sanitisation. Of course, sanitizers
at the reception counter are displayed for guests, if they so wish to use them.
ELEVATORS
The elevator buttons would be sanitized frequently almost every 15 minutes depending on the
volume of guests. The elevator floors would be marked to allow only two guests at a time for small
elevators; and four markings at the four corners of a large elevator. Guests will be advised to wait
for the next elevator should the elevators be full. Of course, safety precautions can be hung on
elevator walls.
GUEST ROOM
Upon reaching the floor a sign saying “THE FLOOR AND ROOMS HAVE BEEN SANITISED FOR YOUR
COMFORT AND SAFETY” would be displayed in the foyer of each guest floor.
The room itself would have been sanitized to hospital standards using the necessary equipment
and sanitisers. The room would have a safety booklet and a sanitising kit to use during their stay
in the room. Safety precautions would be displayed in pictures with the FIRE EXIT FLOOR PLAN at
the back of the guest room entry door.
At the time of arrival, the guests will be allotted every third room to show distance. Check-out
rooms will be retained for 24 to 72 hours to completely sanitise them by Housekeeping staff before
being reallocated to a new guest. The room must be aired each day to give a fresh environment
in the room. The staff will wear badges mentioning “SCREENED”. Hotels may like to mention the
last screening time also on the badge. There will be many technological innovations in the room
which will be discussed later.
IN-ROOM DINING
Guests are expected to use this facility much more in preference than to visit the in-house
restaurant, to maintain distance from other guests. The guest would have two alternatives, one
to use gourmet food dispensers a new innovation on the guest floors. This facility does not exist
today but is strongly recommended to avoid human touch. The other would be to order from
room service where the room service waiter will wear a “SCREENED” badge, as discussed earlier,
and adopt a delivery procedure called “KNOCK AND WALK” where the waiter will knock the door
and leave the trolley at the door, leaving the guest to wheel it into the room. Guests would leave
used trollies and trays in the guest corridor for pick up by screened waiters.
RESTAURANT PROCEDURES
It is recommended to open an all-purpose restaurant only, to manage costs. All staff will wear
masks and gloves with “SCREENED” badges. The hostess would receive the guest at the entrance
to the restaurant and check for the temperature using the remote thermometer gun. She would
assign the guest to a table which would have been set three feet apart and pre-sanitised. It is
possible that with the three feet policy between tables, some tables may spill seating out into
adjoining corridors or gardens, if available.
There is a debate whether to use a buffet as it can be exposed to droplets while guests speak
or sneeze while serving themselves. Also, there is the concern of over-crowding at the buffet.
However, if hotels still find it convenient to have a buffet, they will have to ensure that spit-guards
are installed to protect the food. Of course, all serving cutlery would be disposable. Alternatively, if
buffets were avoided, the restaurant can use either blackboard menu stands or regular menu cards
served on a tray along with the table cutlery, ensuring no human contact. It is also recommended
that the menu offer choices of cost-effective high-quality table d’hôtemenus, both vegetarian
and non-vegetarian; continental and local cuisine; and spicy and non-spicy menus. Table d’hôtel
menus will change every day to avoid monotony. Menus must try to use as many common items
to save inventories and storage. Another alternative would be to adopt the Food Court system
where guests place orders at a counter and given counters with numbers. Guests will be called by
an announcer to collect their meals from a dispensing counter.
LIQUIDITY
The main concern of the hotel industry is the cash crunch. Already burdened with a full-time
workforce, non-performing assets (NPAs), interest and principle debt burdens plus all the statutory
payments, it is not surprising that 40% of establishments have closed permanently. Hotels are in
desperate need of government intervention both in the form of financial relief and moratoriums
on fixed costs. The Federations of Associations in Indian Tourism and Hospitality (FAITH) and
Hotel Federation of Hotel and Restaurant Associations of India (FHRAI) have been making several
representations to the government of India on certain demands given below:
¾¾ Payment of salaries by the government for twelve months.
¾¾ Twelve months moratorium on EMIs, Advance Tax, Income Tax, Property Tax and GSTS, PF,
ESIC, Excise, State Levies, Bank Guarantees, Customs Duties and Security Deposits without
accumulated interests.
¾¾ Reduction of fixed power and utility tariffs
¾¾ Interest Free Loans for Working Capital.
To their anguish, the government gave only a three-month moratorium, later extended by another
three months, on interest payments and principles of loans to banks.
Instead, the government took a socialistic route to provide relief to the poor and down-trodden
sections of societies as follows:
Tranche One: MSMEs of Rs 5.9 lakh crores. To their horror, the hotel industry found that the
MSMEs in the hotel unorganized sectors were not listed as MSMEs till later rescued by Nitin
Gadkari, Minister, Road Transport and Highways who had been given the extra charge of MSMEs.
He allowed lodgings in the unorganised sector to be included.
Tranche Two: 55 million migrants who were rudely displaced from urban areas due to no economic
activity because of the pandemic, depriving them of their livelihood, were forced to return to their
villages, to live off the land. They were subsidised with an amount of Rs 3.1 lakh crores.
Tranche Three: MGNREGA (Mahatma Gandhi National Recruitment and Employment Guarantee
Act) fund was bolstered with another 1.5 Lakh Crore to meet the needs of the jobless in rural areas
with a guarantee of jobs for 100 days.
Hotels and Tourism got nothing. In fact, Mr Piyush Goyal, Minister of Commerce and Industries;
and Railways, declared that the luxury hotels had to stand on their own feet. The hotel sector had
to rely on their own ingenuity to generate funds. The opportunities for them for them to come-up
with out-of-the-box solutions.
INTERNAL PROFIT (COST CONTROL)
The opportunities available to the hotel industry were to:
1. Restructure loans with banks. The outstanding debts of the hotel industry is Rs 50,000 crore.
(Hotelier India). India’s economy cannot afford to have large scale payment defaults, recreating
the economic crisis in 2008.
2. Reduce Energy consumption by initially opening a few floors only.
3. Extend the vendor payment cycles (normally of two months) by an extra month.
4. Keep only essential inventories in-keeping with the occupancies anticipated.
5. Seriously think of reducing full-time manpower and supporting them with part-time workers
when occasions were critical or on peak times.
6. Waste-control by recovering, recycling, re-using.
7. Consider to move to alternative energy (solar, bio-gas, wind turbines) as the future strategy.
REVENUE GENERATION
As occupancies and ADRs (Average Daily Rate) have nose-dived. The opportunities to raise revenue
are:
1. Get in touch with Loyal customers and give them amazing offers that will kick start their visits
and generate more people to the Loyalty Programmes.
2. Leverage the 500 million domestic market that have spent $ 22 billion on foreign trips in 2019
have now been put in cold storage, waiting to be exploited.
3. Commence gourmet food delivery service to the local neighbourhood who are missing the
fine dining options with hotels and restaurants closed.
4. Install a DRIVE-THRU service where customers need to just drive up to a window at the hotel
premises and receive their food orders without getting off the car.
5. Convert Banquet hall spaces into Webinar rooms, Covid proof offices, Yoga centres, Meditation
centres with appropriate distancing, etc.
6. If a hotel has a captive laundry, they could extend laundry services to the neighbourhood.
7. Conduct small meetings with adequate (Six-feet) social distancing norms.
8. Make available bakery services to the neighbourhood.
9. Provide Florist services
10. Catering Services to Corporate Houses
11. Utility maintenance services to homes.
TECHNOLOGY
Technology was never meant to enter the Indian Hotel Industry so soon. It is the Covid-19 that has
hastened the need for it due to low touch requirements of guests. I have therefore penned down
the immediate requirements, mid-term requirements and long-term requirements.
IMMEDIATE (TWO YEARS)

1. Digital Marketing especially over social media.
2. On-line reservations and pre-check-ins
3. Remote Thermometer guns to check guest and employee temperatures.
4. Shoe sanitizing units.
5. Hand sanitizing stands
6. Self-check-in using mobile codes and room key dispensation. The technology used is Digital
Access Control Systems (DACS)
7. Room minibars with automatic billing once items arewithdrawn from the fridge.
8. Microwave ovens in rooms for heating food.
9. Gourmet food and snack dispensers on floors for in-room dining
10. Digital payments systems throughout the hotel
11. Smart Televisions
12. Bathroom Tap sensors
13. Drive-thru software
14. CRMs and PMS
15. Revenue Management Software
MEDIUM-TERM (3- 5 YEARS)
1. Sanitizing tunnel for guests and employees that sanitises the full body.
2. Revenue Management software
3. RFID Technology for tray clearances on floor
4. Wearable bracelets for Paging and Messaging
5. In-room sensors to be operated by guest mobiles only.
6. Software for Operational Planning and Budgeting, Self-Audit, Staff-scheduling and Team
Allocation, Problem-Solving through data-mining and CRMs.
7. In-room voice technology e.g. Amazon, Echo, Alexa and Google to do tasks in the room.
LONG-TERM (FIVE-YEARS PLUS)
1. Replace televisions with holograms
2. Virtual scenery glass panes for downtown blocks
3. Self-laundering linen with bio-technology
4. Biometric pillows that light up with body-heat for night reading
5. Smart bathmats giving instant reports on your body health, flashed on the mirror
6. Computerised mirrors
7. Drones for home delivery services
8. Smart tables for restaurants to place orders directly with the kitchen
9. Robots for cleaning carpets and other surfaces

10. Carpet Bots for room cleaning
11. Bed Bots for sanitising bed mattresses
12. Bio-metric painted walls to give ambient temperatures in guest rooms
13. Machine Learning and AI controls in Engineering and Kitchens
14. Deep Mining and Neural Networks to understand guest changing behaviours and preferences.
SOCIAL CONTRIBUTIONS
While one is struggling to survive this pandemic, it is also necessary to work with the Government
on social projects. Some hotels gave their rooms for quarantine victims; some hotels gave food
parcels to cops and nurses on duty; while others gave sleeping quarters to the frontline staff i.e.
nurses and medical personnel. On a long term,hotels should plant trees for ecological concerns.
A lot may be said about the havoc and disruption that the Covid-19 created. However, it has
forcibly shown us some interesting aspects of work. Working from home has enabled a balanced
work-life; a new vaccine for an unknown disease (when it is discovered); The use of technology to
quicken processes and making a low-touch operation; new sanitisation protocols to keep premises
squeaky clean; the need to work with fewer workforces; alternative revenue sources; innovative
ways to control costs; a completely new protocol in dealing with future pandemics; smart hiring;
the ability to do more with less; changing the guest experience completely; heightened value of
guest delight; quality products and services; alternative energies for survival; recycling waste; and
the use of social media. All this will constitute the “NEW NORMAL”
4 Lean operations in the Hotel kitchen
Dr. Masood Aslam*
ABSTRACT
Lean operations are a very common term in the production and automobile industry, but rare
in hospitality sectors. Lean is defined as the method of operations in which greater emphasis is
given on customers’ satisfaction by adding value to products and services by utilising minimum
resources. The basic principle is to identify waste and then remove it. The present COVID-19 era
is going to be very tough in terms of cost-effectiveness when the hotels start in full swing. The
operating cost would enhance due inculcation of hygiene protocol issued by the government. The
theory of lean operations would bring step by step procedure to cut the price and to identify the
waste and hence remove it.
Key Words: Lean Operation, Value, Identify Waste, Cost Effectiveness, Six Sigma
OBJECTIVES
After going through this chapter, you would be able to know:-
i. Definition of lean and relevance to the kitchen operation
ii. Concept of waste, its identification and removal
iii. Application of Six Sigma in hotel operations
INTRODUCTION
Lean operation in the modern era being the most competitive is a method of running an
organisation by focusing on customer satisfaction by using limited resources as much as possible.
There are two-fold objectives of lean operations, enhancing value for customers, and eliminating
waste. Those companies that use lean operations are highly concerned with efficiency. So, the
underlying assumption is that everything in business operations that do not meet the ultimate
end of providing customers’ value and decreasing profits is cut from the organisation. In other
words, all inefficiencies are identified which are usually invisible and then are erased from the
operations. Hence Lean operations allow companies to do more with less, which creates value
* Senior Lecturer, Food Craft Institute, University Polytechnic, Aligarh Muslim University, Aligarh, U. P.
Lean operations in the Hotel kitchen 19
and increases profits (Chelsea Levinson 2018). Waste is one of the critical areas of concern that
companies should consider while reviewing the cost of production. The kitchen is one of the
crucial areas of food production where head chefs always have been concerned about the
cutting of food costs to improve their operations and slash inefficiencies.
1. Lean Operations in the Hotel Kitchen
1.1 Concept of Value in Production
In the customer’s perceived value of a dish in which he or she is willing to pay for. In a
commercial kitchen, various steps are followed to convert raw ingredients into a recipe as an
output. Under this operation, lean system value determinates three types: -
a) Value-Added Activity: This activity adds value to the product and is an essential part of
a dish in which customers wish to pay for it. For example, raw materials cost and service
provided to customers.
b) Non-Value-Added Activity: Certain activities do not add value to the product in the
customer’s perception. As the customers are least interested in these activities and hence
are not willing to pay these costs, in most cases, the non-value-added event raises the
dangerously invisible food cost—for example, waste materials, time, transportation cost,
quality check cost, etc.
c) Enable Value Added Activity: some activities do not have value to the customers, but
these activities are essential for continuity of the process. For example, the overhead cost
of the dish. Research has proved that about 80- 85 % of activities are non-value-added
activity.
Identification Chart of Value Products Activity in a Kitchen
Table: 1
S. No. Value Added Non-value Added Enable Added
1 Key Ingredients Waste of raw materials Salary and wages
2 Quality of ingredients Time delay Cleaning and Hygiene cost
3 Quantity of raw materials Yield loss during Mie-es-place Light and energy bill
4 Kitchen Hygiene Yield loss during cooking Quality control cost
5 Standard garnish Transportation cost Rent for building
6 Standard flavour Maintenance cost Insurance
7 Standard taste Inventory loss Office expenses
8 Standard texture stationery Packing materials Cost
9 Standard serving Temperature
10 Standard portion size
1.2 Identification of Kitchen Waste

Waste is one of the most significant concerns for all organisations. Particularly in the
commercial kitchen, there has always been one of the significant factors to reduce it. Because
waste directly affects the food cost and every chef has a feeling challenge to cut food costs.
But waste cannot be cut down unless it is identified. In the Food production department,
waste is either visible or invisible. For example, vegetables peel and bones of deboning meat
are some of the apparent waste which can be controlled by applying standard procedure. But
the primary threat is to sense invisible waste and eliminate it. For example, yield loss during
cooking, use of flour for a dusting of food ingredients, etc. are few examples of invisible waste,
and proper introduction of the application of lean methodology reveals all segments of waste.
1.3 Techniques of Waste Removal
The lean concept is derived from the Toyota Production System (TPS). TPS model is typically a
well suited to high volume manufacturing. However, it is being implemented in an environment
where production waste is witnessed. In the hotel kitchen, both Ala Carte and Table d’hôtel
(Bulk production) are common. So, visible wastes are dealt with a proper waste management
system, and proper waste disposal is done.
1.4 Application of Lean Methodology and Six Sigma in Hotels
Muda is applied to manufacturing waste. It is a Japanese term for the waste introduced by
Taiichi Ohno of Toyota, a Japanese engineer in the 1960s. According to lean methodology,
waste can be segregated into eight categories involved with any production.
CLASSIFICATION OF WASTE
Table: 2
Waste Definition of waste Example
Lower in standard products,
D Defects Fixing errors through rework Lower in quality
Defective working methodology
More production than customer’s
O Over Production Leftover food
need
Delay due to waiting in the kitchen,
W Waiting Idle time created Overburden on any equipment,
Defect in kitchen design
Non- utilised Not adequately leveraging peo- Business down
N
Talent ple’s Talent Over employees recruited
Moving product or materials with- Repeat in approvals of inventory,
T Transportation
out any value Adding transportation cost additionally
Long-standing materials in store
Overstocking
I Inventory Unwanted stocking
Down business operations
Faulty storekeeping
More movement of a chef during producing
Unnecessary movement of people dishes
M Motion
or machine
Process steps that do not add val- Unnecessary steps in the production module
E Extra Processing ue to a product or doing work be- Extra checking steps in quality before delivery
yond customer’s specification of the dish
i. D efects: According to the Toyota way, defects can be defined as faulty goods that do not
meet customers’ demands or specifications (Womack). Errors may be of various reasons at
different stages. At the commercial kitchen, a junior employee (Commis) committed mistakes
by burning gravy, dal, or any dish or added more salt. It is the senior chef who is responsible
for correcting the matters as per the degree of burning instead of throwing away the dish of
the set standard. Similarly, if Mayonnaise is curdled, it is corrected (rectification).
Identification of defects: Attention is given to find out the errors, which can be of the following-
a) the wrong method of cooking b) the Wrong temperature is chosen for cooking c) Less
Knowledge and skill d) Pots are old with thin base e) Working environment is not conducive,
kitchen temperature is high due to exhaust system defective, f) Recipe file is missing or shelved
and not consulted, g) Lack of motivation among employees, h) Lack of briefing i) defects in
quality in raw materials while indenting or receiving and so on.
Correction: Adopting periodic refresher training to all kitchen staff, introducing work
recognition of faculty and award best employee award during a period, open or transparency
in promotion policy, easy excess with recipe file for all category of employees, making briefing
session live to discuss with problems and customers review and applying the standard
procedure of mise-en-place to minimise materials loss. The correct choice of cooking as well
as serving dishes, follow standard garnish, regular maintenance of kitchen fittings and fixtures,
and particularly exhaust system while ordering raw materials from store mention clear code
to receive a correct quality of goods, etc.
ii. Over Production: Overproduction in the kitchen can be termed as sluggish control of kitchen
management. Foods prepared in the kitchen may be called as Ala’ carte or Table d’ hotel. In
Ala’ carte’ order, if excess food is being made by any chef than ordered portion means lack
of knowledge of portion control. In contrast to food for banquet or buffet of party food, it
is prepared in excess by default to cope with the increase of more guests than confirmed
customers.
Corrections: Ala’ carte preparation must be precisely the ordered portion. But in some cases,
extra remaining quantity in regular fashion would disastrously by the high cost of a dish. In
such cases, the chef must give training of portion control measures adopted by that hotel.
At the same time, assimilation of serving dishes should also be enforced during the training
session. If the problem persists, the penalty may be awarded to defaulters. In bulk cooking,
25% of confirmed order is planned. But to counter overproduction, food should be prepared
in batches. For example, suppose 100 is an approved order. In that case, Mis-en-Place of 25
customers must be ready to meet out the emergency demand at peak time even though there
is always the possibility of leftover food which should be dealt with the principle of Rechauff
cooking. I.e., use of blast chiller for storage and reuse and reheating should be followed as per
standard laid down rules of the house.
iii. Waiting: Waiting is an idle time that costs the company for nothing. In a food service
organisation, waiting for an order by the guest has been a common phenomenon. Every
dish takes some time to prepare called processing time, for that customer are ready to wait
patiently. But once the order starts delaying, the reputation of the establishment comes on
stakes. In the kitchen, there may be some of the following reasons for the delay in order: -
Massive rush on specific equipment

Significant turnover of a restaurant during peak hours
The supply chain of raw materials may be broken.
Planning and design of kitchen layout are defective.
Fewer employees, particularly during peak hours
Absenteeism of employee at the last moment
Speed of production is slow as compared to the standard one.
Unforeseen interruptions
Correction: More sets of special equipment should be installed to divide rush. In that case, the
kitchen requires redesign and expansion and be considered if feasible. In case, the kitchen has
limited space, a subsidiary kitchen may be installed somewhere nearest to the main kitchen,
and all Mise-en-Place should be shifted to the subsidiary kitchen. Store management should
be reviewed as per the point of time supply to ensure a smooth supply chain. The calculation
of employees should be based on peak hours and weekly off of employees. To keep pace
speed of production, proper training and direct control should be ensured. To cope with
interruptions, regular maintenance is always be put into an SOP of the establishment. To cope
with an emergency, the scope of chef Tournant can be reviewed to save the reputation of
the establishment. To calculate the total number of kitchen staff, for example, if at any point
of time a kitchen requires 12 Commis and each one get one week off, the total number of
Commis would be calculated by the following formula-
No. of employees= No. required each day/ 6 x 7 = 14
Similarly, chef de cuisine should plan his kitchen control effectively by delegating authority to
the senior chef of each section.
iv. Non-Utilised Talent: There may be several reasons for the non- utilisation of Talent of the
employees. Such as-
Low turnover of customers in the restaurant
Recruitment of more employees
Poor Kitchen management
Correction: The main reason for the non- utilisation of employees’ Talent may be the recruitment
of overstaffing without researching the traffic of customers. Under such circumstances, if
that enterprise has another unit, then transfer them in keeping their optimum utilisation. If
it is not possible, the retrenchment of excess staff is the final solution. At the same time, an
experienced head chef should be recruited who has good exposure in the field of their track
record.
v. Transportation: Transportation cost always affects the cost of products. So, mobility is
influenced by transportation costs. Transport systems are based on the capacity to carry their
full ability to reduce costs. Usually, hotels have two options to take delivery of goods. I) A
third party negotiation through bids II) Suppliers are given the responsibility to hire carriers
and charge on per kilometre basis. Thus, the choice of transportation mode between origin
and destination depends upon many factors, such as the nature of goods, infrastructure
availability, use of technology, geographical locations, and competitors. The transport cost
is assumed intrinsic value called fixed cost i. e. infrastructure cost, operating cost (variable
cost), toll tax, and handling charges, administrative barriers, fuel charges, and the way freight
is carried. There are three components related to transactions, shipments, and friction of
distance impact the transport cost.
The empirical evidence underlines that raising transport costs by 10% reduces trade volume
by more than 20% and that the general quality of transport infrastructure can account for half
of the variation in transport cost.
Conditions of transport cost:
A) Distance and time
B) Economies of scale and energy
C) Empty backhaul
D) Infrastructure and modes
F) Competition, Regulation, and Subsidy
G) Surcharge, Tax, and tolls
Transport cost is a non-value-added cost in customers’ perception, but it is enables added
cost and cannot be overcome as a waste. In terms of reducing waste of transport cost, the
lean methodology may review three components such as transactions, shipment, and friction
distance to reduce marginal cost.
vi. Inventory: Almost all hotels maintain the central store to procure and mobilise the raw
materials as per the demand of the kitchen and other departments. The kitchen demands two
types of food ingredients, dry commodities, and perishable food products. Dry commodities
are procured to maintain quantity at par specified by hotel policy. At the same time, perishable
items are supplied daily as per JIT basis. Every month inventory report is mandatory to show
the latest position of stocks. In this process, the primary aim is to identify those materials
which are idle and are reaching towards expiry dates. So, to control the waste in store Kanban
system of lean operations are openly applied by the management.
Corrections: Kanban is an essential tool in the hotel software to show the unused items which
might be waste in the future if immediate action is not taken by the chef to utilise in their
menu. It is a single system to manage inventory levels. For this purpose, the hotel installed
either Kanban board in the chef office or reflect on the computer screen. As the management
also alters the specific commodity not in demand for the last few months by bringing into
attention about the excessive stock position. Excessive stocks tie-up the working capital and
block the storage space.
vii. Motion: Speed of flow of any production area is critical in terms of demand and supply. In
the hotel kitchen, it depicts the standard of an operating system which should be optimised
at all points of preparation of dishes to the service point. If the kitchen setup is defective in
planning and design, unnecessary movement of employees during preparing dishes may delay
the order, and unusual fatigue may be among them. Sometimes motion can be disrupted by
any sorts of mistakes or accidents. For example, a few types of equipment maybe not in access
to the chef for a rhythmic flow which may result in repeated movements. These defective
movements may be queuing several times, lack of one-stop, and poor ergonomics the service
encounter.
Correction: The theory of lean operations assume repetitive movement as a waste of human
energy and time. Instead of going without alteration in the design, waste will always increase
the production cost. The capsule model of the kitchen should be tried in each section to
diminish time and motion waste.
viii. Extra Processing: Extra processing is rare in the kitchen. As every food establishment use
standard recipes which clears step by steps working method, But in some instances, there
might be instances where a process may be enhanced unnecessarily in the products which do
not add value to the product or doing work beyond customers’ specification is considered as
waste in their perception. For example, a quality check of dishes by both CDP as well as by the
chief of section, making a puree of tomato separately for soups and gravy, etc.
Correction: Extra process step should be cut off to save time and energy. For example, Mis en
Place should be done per batch size; the basic gravy should be made in bulk.
SOP of Lean Methodology: According to Chelsea Levinson (2018), the following standard
procedure needs to be applied: -
1. The first step is to regularly check business operations to pinpoint, where the waste is an issue.
Periodically make small improvements and upgrade. Like updating soft wares always give the
latest upgraded version to make work gentler and more aware of the offerings available. Going
lean little by little is much comfortable and practical than bulk changing the whole procedure
at work as incremental checks give good results.
2. Training of employees on periodic intervals is another tool to reduce waste. The entire
workforce has to be on the same system and procedure. An efficient workforce accomplishes
optimum productivity with the required quality of the product. So, if there is any deficiency in
work, call them for refresher training and train them on how to identify waste in the existing
system and the way to eliminate it. Therefore, each level of employee would be involved in
lean operations.
3. The inventory system should always be upgraded by new technology as it is a vital asset that
requires lean operations from time to time. Many lean operation experts suggest a JIT inventory
system, which is wholly applicable to perishable goods and partially to dry commodities. JIT
principle is based on ‘’as needed basis’’ instead stocking large stocks on hand all the time.
This not reduces space only but also eases cash flow. This way makes commodity safe from
rodents and unforeseen natural calamity, reducing keeping quality or facing the expiry date
of products.
4. Automation by using any hotel software almost solve the problems of overstocking, invisible
idle items through inventory board. The application of Kanban is an essential lean tool to
control the inventory.
5. Adopting green practice is another way to discourage paper use as the cost of paper waste
can be add-up over a while. Eliminating paper use to take and in other kitchen operations can
make the system more efficient, transparent, and cost-effective with minimum chances of
loss due to human failure. Using a scanner and scan codes eliminate almost the use of paper.
REFERENCES
[1] https://bizfluent.com/about-6666969-definition-lean-operations.html
[2] https://en.wikipedia.org/wiki/Lean_manufacturing
[3] https://www.processexcellencenetwork.com/lean-six-sigma-business-performance/articles/12-essential-
lean-concepts-and-tools
Exploring the Impact of Emerging
Technology Innovations in the Travel and
5 Tourism Industry: An Overview of the
Airline Industry
Ravishankar Balakrishnan*
ABSTRACT
This chapter explores the impact of technological innovations in the travel and tourism industry
from an airline perspective. The travel and tourism segment has been providing excellent services
for a long time. The airline industry is improving by changing new trends due to technological
advancements, consumer preferences, and business competition. Innovations laid the foundation
for the experience of new technologies and many innovations designed to increase efficiency, reduce
costs, and customer satisfaction. This chapter provides instances of technological innovations
that led to the development of the airline industry. Finally, this chapter concludes that emerging
technology innovations have a significant impact on the airline business, while competition and
business persistence will have several evolving technologies in the airline industry.
Keywords; Airlines, Innovation, Technology, Tourism, Travel
INTRODUCTION
Airlines are making a significant contribution to the movement of people. They can reach long
distances faster by air, so airlines are essential for personal and business travel. Air transport helps
millions of tourists to participate in cultural exchange and promotes tourism; this is an important
economic factor in India. The tourism industry has been shaped globally by the development
of air transport services. The development of aeronautical technology, advances in information
and communication technology, together with marketing strategies, airfares have fallen, and the
quantity of air travel has improved, leading to a recent doubling of traffic on longer routes in the
last three decades. The association of tourism and air transport is an intricate issue involving an
interesting combination of many factors. The cost of air travel has a direct impact on tourism
products and the place chosen by the customer. The continuous decline in airfares makes this
tourism competitive. With improved technology, aeroplanes have gotten bigger, faster, and
the price of airfare has dropped significantly, carrying additional passengers, this is due to the
modernization of planes.
* Assistant Professor, School of Hotel & Tourism Management, Vellore Institute of Technology, Vellore, Tamilnadu.
REVIEW OF LITERATURE
1. Expansion In The Airline Industry
Airline companies have increased the competitiveness of the airline industry, leading to high
technological innovations and differentiation from competitors. The improvements have led
to a redefinition of their business models, a simplification of their organization, and a focus on
their profitable strengths.
1.1 Expansion and Innovation of Airline (1914-1927)
The first airline started flying in 1903, 11 years after the Wright brothers’ first plane. But that
airline and other prior airlines couldn’t make sufficient money to stay in business. The U.S.
Government has begun flying the mail services to help build the air transport network. After
establishing reliable services, the post office outsourced the delivery of airmail to private
companies. Until 1927, a system of commercial airlines has developed. Aviation technology
improved but was still unprocessed. The air routing system has begun to develop [1].
1.2 Expansion and Innovation of Airline (1927-1941)
Despite the Great Recession, Air traffic underwent unprecedented growth and transformation
from the late 1920s to the 1930s. As technology advances, aircraft have evolved from World
War I style aircraft into sleek, high-performance modern aircraft. Passenger service has taken
hold and grown, and air routes have spread across the country. And because air travel was
so expensive, wealthy and, business travellers flew. The flying experience has improved but
remained an uncomfortable adventure [1].
1.3 The awareness of Propeller Airliners (1941-1958)
Air transport changed during and after World War II. New technologies have led to advanced
reciprocating aircraft and unique solutions to navigation and air traffic management problems.
Several large airlines continued to dominate. Air traffic has been growing gradually, and
numerous people have been able to use air transport as travel times and prices have fallen.
The flying experience has continued to improve. For the first time during 1995 several people
in the United States travelled by aircraft rather than by train. In 1957 Aircraft carriers have
replaced ocean liners as the most appropriate crossing the Atlantic [1].
1.4 The Jet Era (1958 –Today)
The jet engine transformed air travel. Powerful and durable jets have allowed aircraft producers
to build larger, faster, and efficient aircraft. Jet technology has allowed airlines to reduce
their operating costs and airfares. The jet response put an end to the federal government’s
regulation of air transport, an act that changed the industry and caused a great deal of unrest.
Passengers benefited from falling prices, and anyone could fly [1].
In the 1970s and 1980s, airlines imposed higher fuel costs on passengers, which led to an
increase in the airfare. Passengers don’t realize the relative ticket price due to the convenience
of faster travel. As a result, air travel has increased significantly during this period [2]. Higher
fares are commonly used to control rising traffic, but air travellers are willing to pay higher
fares for faster travel due to time savings [3]. Lack of social awareness, improvement in fuel
efficiency, flight noise reduction, and other engineering systems were lagging. This is why the
aviation industries at that time don’t invest in innovative technologies [3].
Exploring the Impact of Emerging Technology Innovations in the Travel and Tourism Industry:... 27
NASA’s (The National Aeronautics and Space Administration) general aviation research devised
hallmark feature wings known as a winglet in the 1980s, a device to equalize airflow, which
improved the efficiency of the wings and increased fuel economy, several high-performance
commercial aircraft, such as the Learjet, late-model vehicles made by Boeing and McDonnell
Douglas, took advantage of this innovation [4]. The 1990s were the gradual changes in the
existing technology of primary aircraft. This juncture, powerful computers led to significant
advances in aviation technology [5]. Deregulation, together with the computer revolution
and enhanced security measures after 2001 September 11 Terrorist attacks have changed the
nature of air travel [1].
The airline sector experienced a 6.1% drop in air travel in the 2008 recession and struggled due
to rising fuel prices [6]. Predicted reasons for this drop in air travel were the rise in computer
technology that indorsed people to meet virtually all over the world. The accessibility of
these computerized technologies has increased the study of their efficiency as a substitute
for air travel [7]. Research findings of Welch, M. [7] show that communication is dependent
on email, and the airlines need to support WiFi technology and plug-in stations to help
business travellers. No significant changes in customer communications to increase customer
satisfaction, improve customer revenue, reduce fees, and reduce costs consistently over the
years. However, new technologies and a sudden competition increase, companies have seen
drastic changes in their interactions with customers.
Aircraft manufacturers have achieved remarkable weight loss results through the gradual
introduction of new technologies such as innovative alloys and composites, new and improved
production techniques and procedures, including incorporation and global assessment
modelling, and new electronic wiring (fly-by-wire) systems in 2010 [8]. Aviation has undergone
significant changes over the past ten years as fuel-efficient, double-engine aircraft caused
fear of jumbo jets, Asia-Pacific countries have become the world’s largest aviation market,
and airlines have increased seats. Passengers took advantage of the affordable low priced
tickets, business-class seats reached a new level of comfort, WiFi became the air, and in-flight
entertainment offered many options [9]. The airline industry is so complex that many
companies are dedicated to providing travel products and services that manifest themselves
in a product from the customer’s point of view. These participants collaborate to add value
and meet customer expectations. Customers search for airline tickets online until the moment
they arrive, the airline is one of the business associates involved in the airline chain [10].
2. Recent Emerging Technology Innovations in the Airline Industry
Today, the core business platform is in the Application Development cloud. In the past, airlines
have faced many problems, and one of them has been technological advancement. Despite all
the issues, the airline industry uses all emerging technologies, such as the Internet of Things
(IoT), artificial intelligence (A.I.), etc. As airlines begin to improve technology, here are some
key technologies that have an impact on the airline industry.
2.1 Internet of Things (IoT) in airlines
IoT consists of everyday objects connected through a network. This connectivity and data
sharing capability will make objects and processes run smarter, safer, and sensibly. Airlines
use this technology to track luggage, control cabin climate, etc. Using IoT effectively, airlines
have the means to reduce reasons for the most common complaints in airlines such as flight
delays, lost luggage, and customer service concerns [11]. Linking massive network devices
to the internet and allowing them to stay connected to the outside world is what makes IoT
exceptional. It requires immense imagination and is limited by many objects or devices. IoT
has an unparalleled ability to bring together technologies, people, processes, and cultures to
ensure a smooth air travel experience.
2.2 Artificial Intelligence (A.I.)in airlines

A.I. is designed to shape the future of aviation. Airlines use A.I. systems with in-built machine
learning algorithms to collect and analyze flight data related to the altitudes of each route
and distance, the weight and type of aircraft, weather conditions, and many other internal
procedures and errands. And significantly, the A.I. systems estimate the optimal quantity of
fuel required for an aircraft based on the data results. Thus, A.I. cognitive technologies are
useful in several aspects of airline operations [12]. A.I. provides the opportunity to improve
the consumer experience through automation, enhance employee workflows, and ensure
higher air safety by scheduling and specifying aircraft maintenance. It enables airlines to make
informed pricing and market position decisions through the intelligent use of data.
2.3 Big Data Analytics in airlines

Big Data Analytics has made a massive difference in the airline industry, from targeting
customers with exciting offers to on-board experience [13]. Technology is changing business
relationships with customers, making business decisions, and creating workflows. Data
is shifting airlines from pre-flight operations to post-flight operations, including ticketing,
selecting seats, handling luggage, ground transportation, boarding, etc. Therefore, data
required for cases recorded for the several components of a customer’s journey [14].
2.4 Blockchain technology in airlines

Blockchain technology has grabbed the ideas of industries such as airlines. Using reliable
cryptographic methodologies and a rare messaging protocol creates generic ledgers that
distribute reconciliation techniques. Airlines can store passenger data in a virtual database
and come off their identification. It is useful for creating a reliable and effective information
management security system [15]. Blockchain has several distinctive attributes that will
allow a powerful tool for the airline industry. A proper view of the aircraft’s arrangement and
maintenance history can help reduce costs and losses, increase asset availability, increase
aircraft value for the secondary market and lease, and improve employee productivity [16].
2.5 Augmented reality (A.R.)in airlines

The most recent digital technology promoted by the airline industry is A.R. This improves the
passenger experience. Integrating AR into airline industry-standard procedures can increase
flight safety, reduce costs, and provide a seamless travel experience for passengers. Airlines
are investing resources to predict better, understand, and model customer behaviour. With
augmented reality, they have an opportunity to increase user satisfaction up to version 2.0
(improved version) [17].
2.6 Virtual reality (V.R.) in airlines

Virtual reality uses computer technology to create simulated environments. Provides user
experience and enhances inflight entertainment in addition to a traditional seatback screen
Exploring the Impact of Emerging Technology Innovations in the Travel and Tourism Industry:... 29
and can interact with the 3D interface. V.R. is an opportunity for airlines to improve the
passenger experience by introducing their destination before landing, avoiding unpleasant
aspects during the flight, and offering travel service provider’s innovative ways to reach
potential customers [18].
2.7 Cloud Computing airlines
Airlines are using cloud technology to provide services such as luggage drops with sticker
printing and self-boarding gates. All data obtained from bookings, reservations, and check-
ins, including customer information (required for obtaining visas and security checks) are
commonly located and validated. The data is readily available to airline staff, security staff, and
passengers [19]. No need to expand I.T. infrastructure or increase staff, as I.T. service models
are cloud-based, and the service provider can meet the scalability and flexibility needed to
handle any workload. There will be no software updates or upgrades to attend to or maintain.
Airlines can focus on its core business of passenger transportation.
2.8 Mobile devices in airlines
Mobile devices are changing the way aeroplanes connect with passengers. The rise of
tablets, smartphones, and recent wearable gadgets enables airlines to provide passengers
with real-time information of departure, arrival gate changes, and wait times. By providing
passengers with access to information when they need it, airlines can reduce stress levels for
passengers [19].
2.9 Biometric technology in airlines

Several airlines have adapted biometric boarding to save time and money when passengers
board a plane. Emirates Airlines and American Airlines have become fans of this progression
on some of their services. With this, Delta Air Lines continuously expands its use of facial
recognition [20]. Biometrics technology is used in aviation security and facilities, including
facial recognition, iris scanning, and single passenger tokens [21].
2.10 5G technology in airlines

Modern progress in 5G technology is driving a new decade of technology innovation which
will change the business methods. 5G technology will provide stability, reduce data latency,
and at the same time, connect many gadgets. This technology meets the need for high-speed
connectivity at airports, the need for forecast maintenance with data shared by connected
aircraft, and the growing need for a better internet experience [22].
CONCLUSION
The airline is the most technically dependent industry in the world and is renowned for its
technological innovations. Emerging technologies are changing with the Internet of Things and
artificial intelligence. Usage of Big Data, biometrics are a pleasing way to increase efficiency,
stability, and security. This chapter provided instances of technological innovations that led to
the development of the airline industry. Technological innovation can define a new perspective
for the airline industry. Finally, this chapter concludes that emerging technology innovations have
a significant impact on the airline business. Its impact controls all touchpoints of travel, while
competition and business persistence will have several evolving technologies in the airline industry.
REFERENCES
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https://airandspace.si.edu/exhibitions/america-by-air/online/early_years/index.cfm
[2] Schafer, A., Heywood, J.B. & Jacoby, H.D (2009). Transportation in a Climate-Constrained World. The MIT
Press: Cambridge, MA, USA.
[3] Lee, J.J. (2010). Can we accelerate the improvement of energy efficiency in aircraft systems? Energy Convers.
Manag. 51, pp.189-196.
[4] Roger E. Bilstein (1989) Orders of magnitude. A History of the NACAand NASA, 1915-1990 Chapter 8
Retrieved from https://history.nasa.gov/SP-4406/chap8.html.
[5] Peter P. Belobaba (2002). Airline Network Revenue Management: Recent Developments and State of the
Practice, in handbook of airline economics 141, pp. 141-56
[6] Franke, M., & John, F. (2011). What comes next after the recession? – Airline industry scenarios and
potential end games. Journal of Air Transport Management, 17, 19-26.
[7] Welch, M. (2014). Exploring the impact of communication technologies on business air travel. Journal of
Organizational Culture, Communications, and Conflict, 18(1), 187-213.
[8] ICAO Environment report (2010). Aircraft technology improvements. Chapter 2, pp 7-10. Retrieved
from https://www.icao.int/environmentalprotection/Documents/Environment Report-2010/ICAO_
EnvReport10-Ch2_en.pdf
[9] Steve Creedy (2019). A decade of aviation brings some surprising changes. Retrieved from https://www.
airlineratings.com/news/decade-aviation-brings-surprising-changes/
[10] Aleks Popovich (2017). Blockchain can rebalance the value chain to benefit airlines and passengers:
Retrieved from https://airlines.iata.org/blog/2017/09/blockchain-can-rebalance-the-value-chain-to-
benefit-airlines-and-passengers#
[11] Hemant Bhatt (2019). Enhancing passenger experience through the travel lifecycle. Retrieved from https://
www.niit-tech.com/resource-library/white-papers/airline-redux-how-iot-set-change-travel-we-know-it
[12] Altexsoft (2018). Seven ways airlines use artificial intelligence and data science to improve operations.
Retrieved from https://www.altexsoft.com/blog/datascience/7-ways-how-airlines-use-artificial-
intelligence-and-data-science-to-improve-their-operations/
[13] TechVidvanteam (2020)Sky is the limit for Big Data Analytics in the Aviation Industry. Retrieved from https://
techvidvan.com/tutorials/big-data-aviation/
[14] Anastasiia Zamiatina (2020) 9 incredible ways data analytics is transforming airlines.Retrieved from https://
blog.datumize.com/9-incredible-ways-data-analytics-is-transforming-airlines
[15] IATA (2018) Blockchain in aviation. Exploring the fundamentals, use cases, and industry. Retrieved from
https://www.iata.org/contentassets/2d997082f3c84c7cba001f506edd2c2e/blockchain-in-aviation-white-
paper.pdf
[16] Chuck Marx, Rachel Parker Sealy, and Scott Thompson (2019). How Blockchain can improve the aviation
industry. Retrieved from https://www.strategy-business.com/article/How-blockchain-can-improve-the-
aviation-industry?gko=9e976.
[17] Ashish Sharma (2020) Enhancing passenger experience in aviation with augmented reality. Retrieved from
https://www.nagarro.com/en/blog/enhancing-airline-passenger-experience-augmented-reality
[18] Ben Smithson (2019). How will virtual reality innovations change inflight entertainment? Retrieved
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[19] Maamar Ferkoun (2015) Cloud computing helps the airline industry soar. Retrieved from https://www.ibm.
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[20] Sumit Singh (2019). How new technology will impact airlines in the next decade. Retrieved from https://
simpleflying.com/airlines-new-technology-impact/
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futuretravelexperience.com/on-the-ground/biometrics/
[22] Future travel experience (2020) 12 technology trends for airlines and airports to focus on in 2020. Retrieved
from https://www.futuretravelexperience.com/2020/01/12-technology-trends-for-airlines-and-airports-
to-focus-on-in-2020/
Hospitality of Homestay in Sikkim
6 and Operational Guidelines Ongoing
Covid-19
Sanjiv Kumar Sharma*
ABSTRACT
A homestay is a wonderful form of accommodation which provide all the unique facilities &
services akin to what you have at your own house. Since the hospitality industry is one of the most
important sectors and, homestay plays a vital role as an alternative accommodation.
There is no such methodology used in this paper as the whole paper discuss the concept of
Homestay in India and Sikkim. Traditional challenges and strategic interventions for homestay.
Now, most problems are Stop spreading COVID-19 in all sectors, so the government of India
Ministry of Tourism has given a new direction and common guidelines for homestay uniquely not
for any state particularly.
Traditional Challenges of Homestay about the new policy of the government of India due to
spreading Coronavirus epidemic
Keywords: Homestay, Home food, Sikkim, Community, Culture, Hospitality, Guest, COVID-19.
INTRODUCTION
A decade ago, Homestay in India was a niche in local travellers, but now it has gained massive
fame among the travellers. Since the hospitality industry is one of the most important sectors
and, homestay plays a vital role as a substitute accommodation for all visitors. Indian homestays
offer a unique experience to the visitors, because of the various cultural backgrounds present in
the multiple states and regions. However, Homestay visitors have the opportunity to observe that,
how others live, think and interact with locales cultural and hospitality (food, drink, entertainment
and many more). (Edgell, Allen, Smith & Swanson, 2019)
Travelling has always been to seek new experiences. The original form of technologies and
growth has changed the lifestyle of people tremendously. A huge piece of populace is moving to
metropolitans and urban zones for better openings for work, and high expectations for everyday
comforts gave. The urban way of life gives almost no chance to unwind in quiet situations. This
* Research Scholar and Assistant Professor, School of Hospitality and Tourism Studies, Shri Ramasamy Memorial
University, Gangtok, Sikkim.
desires the individuals to take occasions and move to calm and quiet zones. The optional pay,
optional time, status and notoriety, decreased family estimates are a portion of the components
which has added to the development of the travel industry.
New types of the travel industry like social the travel industry, eco-the travel industry, nature-based
the travel industry, agro the travel industry, town/rustic the travel industry, volunteer the travel
industry recommend the developing interest of the travel industry where it brings a vacationer
near indigenous habitat and host communities.
CONCEPT OF HOMESTAY IN INDIA
Homestay is a house inside ranch and estate in the region which are away from the town or a city.
Individuals who live in that zone have changed over their homestead houses, legacy houses, slope
cabin to suit two or three visitors. In this homestay, individuals can live with a plain environment
get an opportunity to speak with a nearby who is the host of the house. Homestay is a type of a
travel industry or study abroad that permit the guest to lease spaces for neighbourhood families.
It was sometimes utilized by individuals who wish to improve their language abilities and become
acquainted with the nearby way of life.
According to the rules set by Government of India, any Home Stay can have just Five (05) rooms at
the most extreme. A few nations energize homestay as a method for improvement of their travel
industry. Homestay permitted the receiving families to acquire a salary. The guest rents room from
a neighbourhood family at a concurred rate. The visitor then again takes an interest in everyday
happenings in the life of the host. Social connection and trades likewise happen during the guests
remain, and along these lines, this idea is additionally appropriate for voyagers looking for live
social encounters.
Homestay alludes to a visit to somebody’s domestic in a remote nation which permits guests to
lease a room from a nearby family in arrange to memorize neighborhood culture, lifestyle, or
language. It may be a living course of action advertised by a have or have family that includes
remaining in their outfitted house. The visitor of a domestic remain would be staying in a
home-like settlement with shared living spaces Facilities, and civilities. Utilities and dinners are
ordinarily included, and the length of remain maybe day by day, week by week, month to month,
or boundless unless indicated something else by the has waterways(Rivers, 1998).
It is separated from convenience Domestic Remain offer a run of exercises which allow visitors the
one of a kind opportunity to involve the particular culture of the zone.
Activities will differ from home to home and depending on the location. For instance, activities at a
homestay in Thailand can range from giving morning alms to monks, learning how to weave silk or
cotton cloth, participating in agricultural activities, to going on nature tours, learn a skill practised
by local villagers, such as making local handicrafts or cooking Thai food. In Japan, one can learn
doll-making art.
In India, numerous Homestays in Kerala offer backwater travels in houseboats and trips down the
contract canals in canoes. In Rajasthan a few Homestays organize safaris by jeep or horseback
into the farmland, to visit tribal towns and spot natural life. In manor and slope stations, can take
visitors trekking and orchestrate guided strolls through zest gardens and timberlands. Depending
on the family, numerous will offer to require visitor’s circular the sights of their town or town,
sharing nearby bits of knowledge and an encounter distant expelled from the usual visitor walk.
Hospitality of Homestay in Sikkim and Operational Guidelines Ongoing Covid-19 33
Domestic remains aren’t fair a base from which to spend many days investigating the neighbourhood
zone; they are an occasion goal in themselves. (Frederick, 2003) too characterized the homestay
as remain by a sightseer or a going by a remote understudy who is facilitated by a neighbourhood
family. Homestay can happen in any goal around the world; inhabitants of homestay nations
empower homestays in arrange to create their tourism industry. Moreover, homestays, as a
concept, brings individuals from changed foundations beneath a single roof, very honestly, and
offers a perfect stage for long-enduring fellowships.
India, since time immemorial, has been in the priority list of all the globe trotters. India spans a
geographical region that stretches from mighty mountain ranges in the north to the Indian Ocean
in the south, from deserts in the west to deltas in the east. In India, many cultural, social, religious
and regional strands come together to make a genuinely unique tapestry. Each state is individual
in its cultural and natural formation. India has been known for its hospitality.
Indian tourism has taken a jump with the concept of homestays getting to be the modern mantra
within the neighbourliness situation. This exciting way of genuinely encountering the beat of the
put is quick catching up with not as it were sightseers but too has. The Indian proverb ‘Athithi
Devo Bhavah’ or ‘GUEST IS GOD’ is genuinely lived up to by homestays in India where the visitor is
invited with enchanting to the domestic.
Indians consider it a tremendous honour to have a guest in their home and go out of their way
to please them. The visitors staying in homestays get to experience genuine Indian hospitality.
A tourist’s visit to India can be made memorable with the Homestay Units offered to them. The
state tourism departments in India have introduced the concept of homestays. Kerala, Karnataka,
Himachal Pradesh, New Delhi, NCR, Goa, Uttarakhand, Sikkim, Rajasthan and Gujarat are the
states to have introduced the concept of homestays.
OPERATIONAL GUIDELINE OF HOMESTAY IN INDIA - COVID-19 PANDEMIC
(Safety and Hygiene Protocols and Operational Recommendations for Service Providers Ministry
of Tourism Government of India Hotel & Restaurant Division June 2020)
These guidelines will apply to Bed and Breakfast (B&B), Homestay and Farm stay units. These
guidelines are subject to the provisions of any law, rules or any other directions issued by the
competent regulatory authorities of the respective State or Central Government from time to
time, which will override these guidelines.
1. For Establishment Premises
(I) Ensure availability of hygiene and sanitation equipment at pro-active replenishment
a) Thermal Gun thermometer for temperature checking of staff and guests.
b) Hand Sanitizers, Hand Gloves and Masks to be made available in the Reception Area
c) Sufficient disinfectants like sodium hypochlorite (1%).
(II) Posters/standees should be displayed at prominent locations for information and
awareness:
a) Emergency helpline numbers - at the reception
b) Social distancing (6 feet) - Reception & other strategic places
c) General Information - Reception
d) Hand Washing - Reception & Inside the room

e) Respiratory hygiene - Reception & Inside the room
f) Dos & Don’ts – At all appropriate places
(III) For air-conditioning/ventilation, the guidelines of CPWD shall be followed which among
other things emphasizes that the temperature setting of all air conditioning devices
should be in the range of 24-30 C. Relative humidity should be in the range of 40-70%.
2. FOR STAFF AND HOST
a) Ensure all staff wear mask & hand gloves which should be changed/ disinfected after
handling each customer to avoid cross-contamination.
b) Ensure daily temperature check via a thermal gun thermometer.
c) All employees must mandatorily download Aarogya Setu mobile application.
d) All staff must use a tray to avoid hand contact while serving water bottle/ toiletries/
medicines/ food etc. while maintaining 6 feet distance.
In case any guest develops symptoms of COVID-19.
a. Place the ill person in a room or a designated area where they are isolated from others.
b. Provide a mask/face cover till such time a doctor examines him/her.
c. Immediately inform the nearest medical facility (hospital/clinic) or call the state or district
helpline.
d. Disinfection of the premises to be taken up if the person is found positive. Linen and other
items must be washed separately.
e. Maintain empathy with the guests.
f. In case suspected guests flee/ not traceable, inform the police immediately.
3. FOR GUESTS
a) Guests should follow following dos and DON’Ts:
b) Do not step out of the room unnecessarily.
c) Wear a mask whenever outside the room.
d) Keep the doors closed and avoid any contact with the doorknobs.
e) Always keep a safe distance as per social distancing norms.
f) Wash your hands frequently with the soaps/sanitizers provided.
g) Put all disposable plates’ /cups/ bottles after use in the garbage bag.
h) Guests should not visit the containment zone.
4. GUIDELINES PER AREA OF OPERATION
(I) Reception
a) Ensure check-in formalities are completed in a contactless manner (QR code/online
forms) to reduce contact and time at the front desk.
b) Guest details to be sent in advance for guest registration along with government-
approved identity card, any other information required by the hotel via Email/
Whatsapp.
c) Information on travel history & medical condition is recommended to be captured for

all guests.
d) Travel itinerary may be sought from the guests to ensure traceability.
(II) Check-out
a) Guests should inform at reception using the intercom or personal mobile, an hour
before the check-out.
b) Payments should be made via an online platform with cashless transactions only.
(III) Dining
a) Gloves should be worn when handling used dishes and utensils.
b) The physical distancing of a minimum of 6 feet should be maintained in the dining
area/ restaurants as well.
c) Breakfast should be prepared in a kitchen where guests should not be allowed at all.
d) It is advisable to use disposable cutlery for all purposes which must be disposed
inside a garbage bag.
e) In the case of non-disposable cutlery, the guests should be advised to keep the used
cutlery outside their room.
(IV) Room cleaning & Housekeeping
a) Ensure that staff wear disposable gloves and masks while cleaning rooms or other
common areas.
b) Staff must sanitize or wash hands with soap after every cleaning process.
c) Mopping of the floor of common areas is recommended to be done twice a day.
d) Cleaning of Guest Room is mandatory daily.
e) Linen must be changed after every Check-out. In the event of a more extended stay,
it should be as per the request of the guest.
f) All touchpoints must be cleaned with proper disinfectant (Sodium Hypochlorite).
g) After every check-out, tables, cupboards, wardrobes, lockers, light switches, mirrors,
electronic devices or any other item which a guest may touch during his/her stay,
should be adequately cleaned.
h) Garbage needs to be disposed of as – dry, wet, glass, biodegradable. PPE’s like gloves,
masks etc. to be segregated or disposed of separately in bio-hazard bags.
HOMESTAY AND ITS IMPORTANT PRODUCTS
a) Accommodation: The homestays are within the houses of the local people. The apartments
are built on the environmental/social engineering of the region. All over India, there are
numerous diverse sorts of homes; their different structural styles are normal of the area
they are found within, the history of their proprietors and extend of social and devout
conventions. There are the Havelis of Northern India and the Theravadas houses in Kerala,
the planters’ houses on tea and zest ranches and the colonial bungalows. The homestay
and the rooms have furniture of neighbourhood flavour. The homestays may hold
cowsheds, goat house; herb cultivate, kitchen cultivate, nectar comb etc. as attractions.
Rooms are single, twofold and twin. The rooms have attached private lavatories with each
room at the side all toiletries.
b) Home-cooked foods: Meals form a very integral part of the stay in homestays. The local
cuisine/food is served to the guests. At times delicious organic vegetables and fruits are
picked fresh and cooked straight from the garden and forest. The cooked food is served to
guest with the host and family.
c) Amenities and Supplies: Apart from the accommodation, there are other features which
are required for a comfortable stay to guest. This comes in the form of facilities and supplies
like laundry service, television in rooms, reception (lobby) parking, wake-up call, mineral
water, heating in rooms (as per the weather conditions), babysitting, Wi-Fi service, iron
and iron board (on guest request) complimentary newspaper and many more.
d) Unique Activities and Recreations: Each area specializes in different activities because of
the geographical location as well as the socio-cultural milieu of each place is distinct. The
activities might also differ from day and night. Homestays give a real feeling of local culture
and also gets an opportunity to learn about all sorts of local customs and traditions.
e) Some of the local activities enjoyed are as follows:
� Lifestyle exploration through village walk
� Visiting ethnic groups
� Helping to milk the cow and churning, grinding corns, husking anticipating in the daily
or seasonal chores with family.
� Cultural shows
� Tradition massage
f) Sight Seeing: The homestays are located in the natural surroundings, places of historical
and cultural importance. Thus the scope of sightseeing is immense. The family members
of homestays or locals can prove excellent guides and provide good company.
� Village tour
� Camping, Boating, Campfire, Fishing,
� Walks and hikes to caves, lakes and waterfalls
� Visit tea gardens/spices plantations/rubber plantations
� Elephant safari
� Plantation Visits
g) Personalized Service: Rather than a lodging, a homestay generally just has a couple of
rooms. The family who dwells there runs it and goes about as host. This ensures visitors
get a lot of individual consideration. You can spend as meagre or as much time with the
receiving family as you like. A few visitors pick just to feast with them, while others go
through hours talking to them. Notwithstanding, remaining with an Indian family is the
most straightforward method of getting some answers concerning Indian culture and
lifestyle. Numerous visitors and hosts find that they bond with one another so much that
they stay in contact long after the get-away is finished.
The most important part of homestay is local hospitality with the accommodation, amenities and
supplies provided. It varies from place to place throughout the globe because of the cultural and
physical uniqueness.
CHALLENGES AND STRATEGIC INTERVENTIONS
Communities and UNESCO to assist communities in accomplishing the objectives of Sikkim
Himalayan Homestays. To create the homestay goals, ECOSS has worked closely with the villagers
of the unique goals in building their aptitudes and capacities for the economic tourism activity.
Each town encompasses a tourism administration committee, which neglects the operations and
administration of the tourism exercises. These country tourism goals serve as show destinations
for presentation visits. Bunches are encouraged for learning the town tourism elements and
operation modalities. Beneath the volunteer and internship Program of ECOSS, national and abroad
candidates work in homestays to create the aptitudes and capacities of the nearby communities
UNESCO has chosen nine places for Sikkim Himalayan Homestay extend. They are:
1 Dzongu Homestays 2 Kewzing Homestays
3 Yuksom Homestays 4 Pastanga Homestays
5 Hee-Bermiok Homestays 6 Lachen Homestays
7 Assangthang Model Village 8 Kabi Homestays
The benefits flowing to the local community from homestays are immense. It gives an additional
income to all community other than the regular income. The homes that are unable to serve as
homestays directly are also allowed to supplement their income by acting as guides for the guest
and packing meals for travellers. The tourists mostly visit during October to December months.
The tourists come either single or in pair. The duration of the stay of the guest in the homestay is
one to two night.
The homestays offer one room to the tourists. It can be used as single or double room as per
the requirement. The accommodation is simple, comfortable and near and clean, Wholesome
neighbourhood nourishment is served from the family kitchen.
The facilities provided to guests in homestays include:
¾¾ Guests are received in the village’s monastery by the head Lama. The homestay family
welcomes the tourists by garlanding, and Tilak and Khada (scarf) are offered. In local hospitality,
welcome drink and traditional dance are also part of the warm welcome
¾¾ Authentic Sikkim’s meal
¾¾ Homemade millet-based drinks
¾¾ Organic vegetables are grown and served
¾¾ Most families are multilingual and speak English, Hindi and other regional languages
¾¾ Bedroom attached with bathroom including amenities and supplies. Guest room Impeccably
maintained a high quality of cleanliness
¾¾ 24 hours Hot and cold running water
¾¾ Homestay allows the consumption of Non-Veg Meals and alcohol and many more.
RESULTS AND DISCUSSION
Homestays have empowered the local communities as new job opportunities. The females can
contribute to the family income as they are the ones who maintain the homestays. Youth have
the opportunity to act as guides to tourists. Homestay got a place in the hearts of tourists/guests,
and tourists/guests enjoy the village life warm welcome by the locals or host family. But there are
various challenges of running homestays in Sikkim. Language becomes a barrier when it comes
to communicating with the family members and villagers. It becomes all the more difficult for
non-English speaking tourists. Local cuisines are served in the homestays which at times is not
preferred by the guests. Medical facilities are lacking, and also there is no one in the family or
village equipped to deal with any medical emergency. The communication network is good, but
lack of internet facility makes the guest unhappy.
The host community fined that the tourists are coming from different cultural backgrounds, so
at times they fail to respect the local traditions and customs. The young population tries to copy
the foreigners who may in times to change the lifestyle of the local community and hence it may
be a threat to the sustainability of culture. There is no sufficient formal training imparted to the
family members of homestays. Homestays have no doubt provided the valuable and precious
experience to the guest as well as to the homestay operator. Guest enjoy the natural and cultural
resources in the company of family members and thus, a unique stay experience. There are few
problems which can be overcome, the capacity building programmed can be organized for the
family members of homestay, which shall help them in developing soft skills and technical skills.
The young population can be encouraged to learn different challenges & strategic interventions
for tourism.
Exclusive marketing of homestays is required, and the authenticity of the community can be
sustained.
CONCLUSION
Homestays are an excellent form of accommodation which provides all the unique facilities
& services akin to what you have at your own house. In India, all tourist spots have more or
less homestay, but activities and products of homestay depend on geographical location,
infrastructures of place, and cultural and socio-economic activities and natural environmental
conditions surrounding the homestay. The Capacity Building Programmed can be organized for the
family members of homestay, which shall help them in developing soft skills and technical skills.
The young population can be encouraged to learn foreign Challenges & Strategic Interventions for
Tourism, and measurement of the potentiality of homestay is essential to follow the operational
guidelines in ongoing COVID-19 pandemic.
REFERENCES
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[2] Edgell, D. L., Allen, M., Mith G., & Swanson, J.R., (2008).Tourism Policy and Planning-Yesterday, Today and
Tomorrow, Butterworth-Heinemann.
[3] Frederick, C.M. (2003). Merriam-Webster’s collegiate dictionary. Merriam-Webster. 595.Himachal Pradesh,
(2010, November 29). India Today, pp85.
[4] Lama.R(2018).http://www.hospitalitynet.org/news/4037316.search?query=homestays+scenario+india-
accessed on 10.
[5] Lynch, P.A., &MacWhannell, D. (2000). Home and Commercialised Hospitality. In Search of Hospitality:
Theoretical Perspectives and Debates, Oxford: Butterworth_Heinemann.
[6] Madur (November 15, 2017) http://www.karnataka.com/tourism/opportunities.html- accessed on
November 10 2010.
[7] Mathew, V., How Technology makes Homestays in India accessible? Hospitality Net,http://www.hospitalitynet.
org/news/4037316.search?query=how+technology+makes+homestays+in+india+accessible%3f++
[8] Rajeev, P.V., Shyju, P.J. &Lama, R. (2010), Tourism Sustainability Through Community Empowerment and
Resource Management: A Case Study of Sikkim, International Journal of Agricultural Travel And Tourism,
Vol1, 84-93. Issue number4
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[10] Rivers, W. P. (1998).Is Being There Enough? The Effects of Homestay Placement on Language Gain During
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tb00594.x
[11] Shaw, G., & William, A. M. (2006). Critical Issues in Tourism-A Geographical Perspective, Blackwell Publishing.
Vol 10, issue 4.
[12] Srivatsa, S.S. (2010, July 30). That homestay could be a bit too homey. The Hindu. United Nations World
Tourism Organisation, Indicators of Sustainable Development for Tourism. http://tourism.gov.in/events/
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10 2010.
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November 2010.
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[19] http://tourism.gov.in/operational-recommendations-bb-homestay-farm-stay(retrieved on11/06/2020.
Rural Tourism and Sustainable
7 Hospitality
Ved Khanna*
ABSTRACTS
Rural Tourism is undoubtedly the sector which has the vibrant potential to be the major contributors
to the overall tourism growth of our country and can play a significant role to build and change
its economics. Generating the revenue and resources to the locales by creating and providing the
employment opportunities to many engaged in this field as this sector develops and strengthens
the basis of sustainable tourism through developments and promotion and protection of the local
arts, crafts and heritage of these rural areas of each country and current pandemic though has
kept the entire tourism services on a long halt. Still, it has provided us ample time to make and
implement new strategies to uplift this sector of rural tourism which could be established to emerge
as the clear winner in the upcoming period of normalcy post COVID which could make available the
much-increased numbers of tourists to all the stakeholders. Besides regular and known challenges
demanding the desired infrastructure, maintain expected standards of the hygiene and ensuring
adequate security of the tourists, post COVID scenario would expect careful and extra efforts
guaranteeing the safety of the tourists from all possible and unwanted health threats. Winning the
critical trust and confidence of the tourists will be a daunting task and, to ensure implementation
of all the desired safety norms and spreading the same to the potential tourists is the primary need
which must be correctly and collectively addressed by all the concerned authorities and service
providers. These efforts could set up the platform of smooth handling and operations in shaping
up the stays and activities to standard and comforts as per the norms of the sectors. Attentive
approach and efforts in such direction would conquer all such obstructions. They would create
an atmosphere which would empower rural tourism to grow up to its potential, which so far has
either been neglected or ignored.
Keywords: Rural Tourism in India, Development and Sustainability, Rural Placements in Hospitality
INTRODUCTION
Rural tourism plays a vital role in the growth and development of the local areas and places of
interest or available activities, especially in outdoor areas. It gives a much-needed break to the
* Managing Director, Tourwala Enterprises Pvt Ltd

Rural Tourism and Sustainable Hospitality 41
visitors by keeping them close to nature and healthy activities by providing fresh air to breathe and
greenery in the surroundings and typical entertainment through physical exercises by involving
them into playing some of the local businesses which otherwise are gradually fading away from
our routine if not already faded completely.
Since we all optimistic and quite correctly so that the domestic tourism in all countries would
begin or start at a much faster pace as compared to the respective inbound or outbound market
due to this COVID pandemic new normal which would undoubtedly come up with the imposition
of new policies and concerns effecting all authorities, stakeholders and visitors. A much-needed
study about consumer behaviour shall come up with new and innovative ideas and approaches to
improve upon and revise the service deliverables as per the new usual standard of security. Rural
tourism shall not be an exception to it, and thus it becomes our prime responsibility. At the same
time, we talk about taking on to safeguard this portion of the tourism sectors. We must ensure the
implementation and adaptability of the service standard without any disparity.
If we consider luxury tourism as the crown to the tourists, then rural tourism should be viewed as
the foundation of reaching up to that crown, and this is equally important that tourists should be
made aware of these facts. A general perception of the rural word is considered as too backwards
in terms of overall progress with the urban areas of any country. Post-COVID new normalcy would
come up with specific behavioural changes in the visitors of any country throughout the world and
a prime need for all decision-makers and stakeholders involved in this sector can do wonders to
this area of rural tourism.
According to a Ministry of Tourism policy paper, “Any form of tourism that showcases rural life, art,
culture and heritage at rural locations, thereby benefiting the local community economically and
socially as well as enabling interaction between the tourists and the locals for a more enriching
tourism experience, can be termed as rural tourism.”
MARKET – RURAL INDIA
Although the entire process of beginning with the basic concepts conceived in our theories till the
final and practical implementation of any such plan is largely common to almost all the countries
globally which have its villages in their geographical shape and some roots in that land, I would
primarily focus on the Indian domestic market catering to its rural tourism hence my views and
inputs would relate to the said market. Knowing the customer share of rural tourism in India is
significantly low when compared to other countries in the world and their respective market share
of their inbound and outbound tourists in terms of numbers and revenue.
NEW METHODS FOR DEPLOYMENT OF QUALIFIED AND SKILLED HUMAN RESOURCES
Not to begin with talks about the already known and much-highlighted issues concerning with
the current and poor infrastructure as of now in many rural areas and its surrounding places
in our country and prevalent problems starting with the connectivity, conditions of local roads,
essential supplies mainly of regular power and drinking water which are still the burning issues
and the concerned authorities and stakeholders are keeping their strong vigil to overcome them
their earliest, I would be talking about some points focusing on other fundamental aspects, and
appropriate human resources is a step which could prove to be a turning point in the new normal
and post COVID scenario.
One of the worst effects of this COVID pandemic has been the loss of revenues in the current
scenarios of zero business and thus forcing us many stakeholders to take the most undesired but
unavoidable action of retrenching their workforce. Without going into the unnecessary argument
or debate of the correctness of such drastic steps, we must ensure their existence or return to this
sector if they have already been wished goodbye from their official portfolios.
The need of the hour is to rethink and replan some strategies in finding solutions for their new
placements if not already done and many of these workers who have gone jobless in no time
despite their higher academics and experience and many of them are on the verge of leaving of
thinking to leave this tourism sector temporarily or permanently.
Employment and engagements of such workers in the rural tourism sectors by all functional
machinery will not only ensure the presence of comparatively better-experienced minds to provide
much-expected services as per the expected service standards. Current or earlier workforce can
also be supervised and monitored adequately. This would perhaps resolve to an extent this huge
problem of unemployment of workers who belong or belonged to this tourism sector as many
takers would be available in the coming time for lesser monetary perks or benefits but would prefer
to remain serving in this sector. They must be encouraged and educated to use their knowledge
and serve the rural tourism in India.
SUGGESTED TYPES AND ITS GROWTH IN RURAL TOURISM IN INDIA
Root Tourism
There is a large number of people in India who live in large cities or towns which initially hail
from their villages. These are the people who can play the role of Rural Tourism Campaigners
of their village by sharing the highlights of the places and activities through word of mouth and
social media and thus create magical curiosity in the minds of potential tourists and thus creating
desired demand in numbers as arrivals in their village.
Agriculture Tourism
All of us are becoming health conscious day by day and are very keen to talk and know more about
it from various sources, mainly from the social media and internet information. Still, no method
gives the real feel of cultivation and quality till someone personally visits the agricultural land
which mostly are in our villages and thus going and staying in such villages would provide practical
knowledge to the seekers along with the attraction to remain in the area and enjoy as tourists.
Nature Tourism
Many of us mainly live in developed and crowded cities or towns and live a life full of impurities
in air or water and impossible traffic conditions in daily life hence a respite is well obtained while
visiting any of the villages which are still far better at least in terms of the basic life essence of pure
air, water and pollution.
Ethnic Tourism
All of us are very keen to know about our culture and food as many of our daily life wearables
and eatables are inspired from our village tails hence visiting and staying in different parts of
our country and staying in deeper villages would undoubtedly add to our values and make us a
responsible tourist along with a pleasurable experience.
POPULAR INDIVIDUAL ENDORSEMENTS PLAN

Most of our popular names in India hail from their village and reliving a prosperous life in the
modern cities. I believe if such eminent personalities start endorsing their villages or any other
village which they find is or could be converted to the potential rural destination of India. They
must come forward and support campaigns and promotions without monetary terms and play a
key role in reaching out to the masses and attract people converting them into tourists in such
rural places.
CHALLENGES & SOLUTIONS IN RURAL TOURISM IN INDIA
Figure – I (Rural Tourism Definition Scheme)

According to Kumar, any promotion has its challenges. Figure I explains how the rural area is
bound with an agricultural process where the problem is to exploit this core rural business into
rural activities of tourism and combine their rural areas with the countryside tourism to blend in
with the accessibility and convenience of other requirements of the tourists.
There are few challenges which may face during the promotion areas
¾¾ The traditional belief that only agriculture can help the promotion of rural people.
¾¾ Tourism can also play an important role in the developmental process of rural areas.
¾¾ Absence of supporting the industry with lack of necessary administrative infrastructure
¾¾ No Govt. support to promote rural tourism.
¾¾ Shortage of trained and skilled workforce
¾¾ No financial support from state and central Govt
¾¾ Lack of proper physical communications.
¾¾ Lack of basic business planning skills in villagers to promote rural tourism
I believe that in our endeavour to face the existing and upcoming challenges while uplifting the
sector of rural tourism in India would need enhanced morale and imposing attractive attributes to
the development and sustainability of this part if not wholly ignored sector. There remain many
adversities or challenges which create hurdles inadequate promotion to attract tourist arrivals. I
will take some examples of challenges and its possible solution as below.
SAFETY & HYGIENE
Any amount that goes out of the pocket, especially after COVID scenario would make the tourists
think twice while making a holiday plan, especially when they will choose their destination.
The utmost care and sincere efforts are required by the authorities to make requisite arrangements
as no private stakeholder would be capable of meeting.
SMART VILLAGES
While choosing a destination, the modern tourists first check for the wifi besides other must and
basic comforts of stay. No tourist would like to stay at a place which has no or poor broadband
connectivity, regular power supply with essential backups, medical emergency support etc. to
name a few.
Authorities may introduce village adoption plans in partnership with stakeholders from the tourism
and hospitality sector and build and implement motivational schemes to attract their investment
and development. For examples road, water, electricity are taken care by the authorities and
greenery, broadband connectivity, smart gadgets and comforts are taken care by the private
stakeholders including the big and small providers like small homestays to modern resorts.
COMFORTABLE HOME STAYS
Locals play an important role by extending their proper support and come forward providing their
bit in the form developing and delivering some portions from their residential premises equipped
with basic amenities which can cater to the visiting tourists. Role of village panchayat can also be
fixed, and authorities must come forward to lend monetary support in terms of soft loans to build
their homestays.
Basic guidelines can be laid down by the authorities depending upon the geographical conditions
and location of the villages and further short term in house training support be provided to these
emerging village entrepreneurs. They can lead the rural tourism sector in terms of homestays.
Familiarization Tours can be conducted which will extend the mutual benefits as the industry
experienced professionals would visit and approve such homestays and amenities while teaching
basic mannerism of the trade which play the considerable role to entertain guest while they enjoy
any hospitality. If needed, someone from these family is trained or placed in a centralized office
of the gram panchayat to handle booking and payment part. This will be a real help to those who
lack basic education in terms of handling mails or calls professionally.
PROFESSIONAL STAFF & MANAGEMENT
Many of the rural places lack the presence of professional staff who are taking care of their tourists
and guests in terms and standard of their services. However, they are mostly polite and mannered,
but still many of them lack the required skill being from the local area and less professional
exposure.
Post COVID and to continue further the placements must be ensured in these villages and the
presence of professionally exposed staff to handle their guests and they can play a vital role
in training their new subordinates. As compared to big cities and metros, these staff would be
available at lower compensation and ideally entire hospitality staff on a mandatory basis must
be placed to work in such villages in their career in consultation with the concerned institutions.
ACTIONS
COVID has put the entire tourism sector and its entire market to a long halt. Until the sizeable
number of the customer’s return to this arena after normalcy, it’s a known fact that all the collective
efforts of the affected industry will fall shorter than our expectations or hopes.
While all the authorities and stakeholders are joining hands to overcome this crisis, this vacant
period has provided us ample time to think and implement the desired actions in its best form
and at the earliest.
CONCLUSION & RESULT
As an outcome, I am sure the above efforts would surely attract the tourist’s mind and would
increase in their footfall into this part of the tourism sector and improve the quality and quantity
of the desired services.
Tourism is all about experiences, and by visiting places, one gets the real opportunity to have the
lively experience loaded with cultural, cuisine and natural heritage besides plenty of historical sites
and surroundings that come across of such visits which add on to their remarkable experiences of
rural tourism.
Rural tourism would gain the much-needed sustainability as several people living in such villages,
or places would be exposed and engaged in this service sector and eventually would be placed
based on their education and skills or calibre. Employment would automatically be generated, and
a lot of placements would happen and make the locals more potent in terms of knowledge, money
and experience.
Moreover, our country which is proud to have end number of our villages and the cultural and
heritage values along with food and music, has not left anyone in the country. At the same time,
they stay in so-called metros or large cities staying in modern houses and comforts, but the fact
remains that we all humans are naturally close to nature. We must protect and preserve it all
terms, and we all are responsible for promoting the idea of developing and experiencing the real
tourism of India, which is Rural Tourism of India.
REFERENCES
[1] http://journals.du.ac.in/ugresearch/pdf/KAshutosh%209.pdf
[2] https://www.researchgate.net/publication/323309084_Rural_Tourism_in_India-_Issues_Challenges_and_
Opportunities
[3] http://tourism.gov.in/sites/default/files/Other/ITS_Glance_2018_Eng_Version_for_Mail.pdf
Importance of Tourism: An Economic,
8 Environmental, and Socio-Cultural
Perspective
Amanjeet Bhalla, Parambir Singh & Amit Gupta*
ABSTRACT
A country or nation is not made in a day. It is indeed not defined by its boundaries. It is made of
its residents, and when we talk about people, we speak about civilisations. Civilisation, in turn,
indicates the cultural and social heritage of a country. Different countries have different cultural
and heritage values and to educate, explore and understand these cultural and heritage values
people travel to other countries and contribute to tourism. Not only culture but nature also attract
tourists towards itself. Nature has always been an integral part of tourism. However, there lie
complexities in the relationship between both. Despite the reasons to travel, the people spend and
contribute towards the destination country’s economy. Thus, making the environment, social and
cultural values, and economy salient, dominant, and principal drivers for tourism for a nation.
All three drivers affect tourism in their ways. When we talk about effects, there are pros and
cons and social and cultural values, environment and economy certainly are no exceptions. All the
three elements have their share of positive and negative effects on tourism and in turn, the nation
in question. This chapter discusses the significant positive and negative impacts of all the three
criteria in detail.
Keywords: Commodification, Staged Authenticity, Multiplier Effect, Import Leakage, and
Destruction of the Ecosystem.
INTRODUCTION
The roots of tourism are quite old, and commenting on a particular historical text would be an
injustice. However, the work on the definition of tourism gained its pace in the 19th and the 20th
century.
Tourism and tourist when it comes to defining them, there are a few elements that are imperative to
include. These elements are travelling (away from the residence), purpose and the time span that
a traveller spends at the destination. Traditionally talking, Matheison and Wall (1982) elaborated
tourism that essentially includes the elements travelling away from the residence. Still, it did not
* Chitkara College of Hospitality Management, Chitkara University, Punjab.

Importance of Tourism: An Economic, Environmental, and Socio-Cultural Perspective 47
include the duration element and the purpose, but it added that tourism requires services for the
travellers during their transition. It was not until the year 2002 that the definition of tourism was
penned down in a more detailed way that included all the elements, i.e. the travel which can be
domestic as well as international but away from residence, the purpose which can be all activities
during the transition of their travel and duration that lies between 24 hours and one year (The
European Commission, 2002).
With more and more advancements and ease in travel and globalisation of business, a greater
number of people are travelling to various destinations for a variety of purpose ranging from
business to vacations. The number of vacationers has exponentially increased in recent years barring
this year due to the pandemic. With this temporary movement of people, the apparent effect
on three areas has also been observed viz-a-viz socio-cultural, environmental, and economical.
Even the World Tourism Organisation recognise it as a socio-cultural and economic phenomenon
(United Nations World Tourism Organisation, n.d.). Multiple researchers have notified this
emphasis on tourism in various areas. Tribe (1997) also emphasised that the horizon of tourism
is vast, and it covers a variety of phenomena including socio-cultural, economic, environmental,
anthropological etc. In this chapter, we are going to discuss the three significant phenomena viz-a-
viz environmental, socio-cultural, and economic impact.
IMPACT OF TOURISM ON THE ENVIRONMENT
One of the major pillars of tourism is accessibility. Accessibility is regarding the development of
a tourist destination in terms of making it easily reachable by the prospective tourists, travellers,
excursionists etc. To make a tourist destination accessible the government or any other body
responsible for the development of the destination has to plan it in a manner that the place
is reachable by land, air and water. For this, they may layout a detailed plan of building road
networks, airports or ports etc. The plans may not only include making new roads or airports; it
may also consider expanding the already existing ones.
Once these plans are implemented, the next challenge is to increase the vehicular mobility for the
same purpose, i.e. providing transport facility or expanding the transport facility for the tourists.
Whenever there are a higher number of vehicles, there is environmental degradation due to air
pollution.
POLLUTION
The situation that arises when the environment and atmosphere do not remain healthy for any
living thing on the planet or the deterioration of habitat due to human-made elements can be
called pollution. It is a human act that leads to contamination of the environment (Merriam-
webster dictionary, n.d.). From the context mentioned above, it is clear that the deterioration of the
environment happens due to human-made products and human are responsible for this situation,
and coincidentally tourism involves the temporary movement of people. It is evident from the
above discussion that tourism can be a contributor to the deterioration of the environment. If the
deterioration happens in the quality of air, it is called air pollution. Similarly, the deterioration of
land and water are termed as soil pollution and water pollution, respectively.
AIR POLLUTION
Tourism, as per the definition, comprise of human activities and assuming the same Saenz-de-
Miera and Rossello (2013) clearly concluded in their study that tourism proves to be one of the
causes of air pollution. As discussed earlier in this chapter that to increase the accessibility the
transport and related infrastructure is also developed. This leads to an increase in the number of
vehicles, and that is directly proportional to a decrease in the quality of air due to increased air
pollution (Rath and Gupta, 2017). Grover et al. (2017) also confirmed that air pollution was at a
peak where vehicular traffic was more. In their study, they suggested that due to lower level of air
pollution in the outskirts of the city, the infrastructures related to tourism, i.e. accommodation,
food and beverage facilities etc. must be raised there. Kuniyal et al. (2003) indicated in their study
that air pollution in the Himalayan region was increasing. They revealed that the suspended
particulate matter that is the primary determinant of air pollution crossed the permissible limit
of 100μg/m3 in every peak tourism season and during the festive season when the tourist rush
was at the highest the suspended particulate matter read 411.2 μg/m3 which was way higher than
a reasonable limit. They indicated that this high level of air pollution was not only due to smoke
coming from vehicles but also from the suspended dust. In addition to this, the level of sulphur
dioxide and nitrogen dioxide was also found increased during the tourist season, causing concerns
over the quality of air.
WATER POLLUTION
Chauhan (2000) found out that the water quality of the Himalayan region of Kullu was continuously
deteriorating due to a decrease in the value of dissolved oxygen. He found out that various sources
of water in the region had varying values of dissolved oxygen, i.e. 7.2 to 9.5 mgl-l which was
quite lesser as compared to the reading of the same in 1984which was 12.8 mgl-l as reported
by Sehgal (1984). Kuniyalet al. (2003) pointed the untreated sewage as the main source of water
pollution in the region leading to scarcity of drinking water. They indicated that the situation was
even becoming grim due to dumping of waste and sewage directly into the water without prior
treatment.
SOIL/ LAND POLLUTION
Littering of land by humans deteriorates the quality of the soil. This is termed as soil pollution. It
occurs when solid waste, especially that is non-biodegradable or the material that takes a lot of
time to disintegrate is improperly disposed of in the environment. When there are heavy tourist
traffic and very poor or poor waste disposal system, the situation of littering becomes apparent,
and degradation of the quality of land leads to land pollution (Rath and Gupta 2017). Kuniyal et
al. (2003) indicated that the hotels were a significant reason for improper waster disposal during
the tourist season and were the main culprits in causing the land pollution. They found out that
majority of solid waste was produced by the hotels operating in the Manali region. However, they
also indicated the inability of the authorities to collect the waste effectively was a reason for the
same.
DESTRUCTION OF THE ECOSYSTEM
The ecosystem comprises of the natural habitat of all the living things in a region with their
sustainability (Youmatter, n.d.). Various researchers have indicated in their study about the
destruction of the natural habitat of the various living things leading to an imbalance of the
natural ecosystem. When a place is of tourist importance development of infrastructure becomes
an imperative task for the authorities; however, without careful planning, it can become a blunder
for the place and its ecosystem. It may destroy the ecosystem and disturb the natural balance
of the place. A survey of perception done by Kuniyal et al. (2003) revealed that almost 30 % of
hoteliers and 23% of tourists felt that the infrastructural development has depleted forest areas
and has also destroyed the ecosystem of the area. Rath and Gupta (2017) also indicated that tourist
activities and infrastructural development in the coastal areas harmed marine ecosystem to the
extent that the species had to migrate to other areas in search of the conducive and favourable
environment to thrive.
Even though the negatives outweigh the positives in case of the environment, there are certain
benefits also reported by few researchers that keep human hope alive. Chand (2013) mentioned
that the awareness levels of tourists have risen to a great extent leading to environmental
preservation that, in turn, preserves the local ecosystem. The latest trend of green hotels also
indicates towards the usage of environmentally friendly practices and efficient use of natural
resources ensuring conservation of the same, and the tourist also prefers to stay at the hotels that
use techniques conducive to the preservation of the environment (Bhalla et al.,2019).
SOCIO-CULTURAL IMPACT OF TOURISM
Tourism arises from people’s activities and thus have a significant effect on the social and cultural
character of the tourist destination. Whether it is the preservation of national heritage or
improvisation of cultural heritage, whether it is regarding keeping art alive or it is a modification
of the same art due to tourists’ preferences, whether it is welcoming of the tourists or getting
irritated by their influx, tourism affects the social and cultural strata of the destination. Akova and
Astiz (2020) indicated that tourism affects the local community’s socio-cultural character.
THE DEMONSTRATION EFFECT
Imitation of the behaviours of tourists by the host community in terms of behaviour is called
demonstration effect (Matheison and Wall, 1987). Mason (2003) perceived it as inimical for the
host community due to lack of understanding of the tourist culture owing to short-lived contact
between both the communities, on the contrary Xenos (1989) found it to be beneficial for the
host community as the later was imitating only the good practices and values of the earlier. Fisher
(2004) mentioned that not only the host copy the tourist but also it holds good vice-versa. He also
identified that the demonstration effect happened in stages. He explained that initially both the
groups displayed different behaviours, however as their interaction and connected prolonged,
there was a transfer of behavioural patterns and both the groups showed maintained behavioural
patterns and often demonstrated them too.
THE REVIVAL OF SOCIAL AND CULTURAL LIFE
The inflow of tourist in a destination affects the social and cultural life of the host regarding the
improvement in lifestyle using better restricting of a social organisation thus leading to a better
quality of life (Ratz, 2000). Chand (2013) supported these findings by emphasising improvement
in local values. He also commented that the destination becomes culturally rich as the hosts
show an inclination towards their indigenous and native art and craft, which in turn attracts more
tourists. It also keeps the cultural values and arts alive, which otherwise would be extinct. His
study also supported the benefits reaped by both the communities in terms of cultural exchange
and enrichment. He commented that there were a significant rediscovery and improvement in
the values of the hosts. However, he maintained that both the communities reaped benefits of
encountering others.
PRESERVATION OF NATIONAL HERITAGE

Ruins get a chance to live owing to the interests of tourists towards learning about the culture of
the destination they visit. If the tourists are not interested in the culture of the host destination,
then the monuments depicting the heritage of a nation would look like ruins. Okech (2010) laid
stress on the point that national heritage is extremely important for a nation to preserve to
attract tourists and in turn, the region’s culture is also protected and maintained. Gnanapala and
Sandaruwani (2016) indicated the improvement in the social and cultural life of hosts in terms of
improvement of safety and security, development of crafts and cottage industries, improvement
in basic facilities life supply of water, electricity and medical facilities were connected to the
development of heritage sites.
COMMODIFICATION AND STAGED AUTHENTICITY
Although arts, crafts, and dance forms are unique, indigenous to culture and give an identity and
pride to the natives bearing that culture, however, it may have an adverse side to it. Due to more
footfall of tourist in a destination and demand for local souvenirs, the local artisans may divert
themselves from the pride and uniqueness of their art to commercialising of their art to gain
economic benefit putting their socio-cultural benefit at risk. This phenomenon of taking away the
originality of art for the purpose of commercialising it is called a commodification (Haenfler.sites.
grinnell.edu, n.d.).
Traditions and culture have merely become a selling item for the host community, the hosts might
be displaying their cultural values and arts to the tourists to gain economic benefits, but in reality,
they may not even be demonstrating their skills in general. It is like a stage show wherein the artist
just puts in efforts and performs for the audience and never does the same in his or her life. Wang
(1999) pointed out that it is detrimental for both the tourists and the hosts as the earlier who is in
search of originality find only the imitation so what he was searching and the latter who are just
selling their arts and in turn reducing the life span of the same.
IRRITATION
The effects of tourism are not always pleasant on the host community, and due to differences in
the value systems of each, there may exist a level of uneasiness between both the parties. It is
the reaction of the host the interaction with the tourists. Babu et al. (2015) explained this using
an irritation index proposed by Doxey in 1976. According to them, the unpleasantness with the
tourist is not a sudden reaction of the hosts; on the contrary, it is a staged behaviour that becomes
apparent on phases. When the tourists start to visit their area, there exists an excitement, but that
is short-lived and gets faded away with the inflow of a greater number of tourists. It is called the
stage of euphoria. When the number of tourists increases, so does the interference with the local
societal values and economic gains that leads to the stage of apathy. The third stage of irritation
reaches when as the locals show evident frustration towards the ideologies of the foreigners and
their values due to open disregard to their values by the outsiders and utter lack of opportunities
and economic gains. Finally, the situation worsens as the locals start openly demonstrating their
dislike for the tourists for their lack of sensitivity towards the host community and lack of derived
benefits to the local sellers. It is termed as the stage of antagonism.
THE ECONOMIC IMPACT OF TOURISM

For a nation, its economy is of prime importance, and it’s imperative for the welfare of its residents.
Talking about tourism industry which had shown a consistent growth of 2.5 per cent till 2018
outpaced itself to 3.5 % in 2019. The contribution of tourism to the world gross domestic product
(GDP) is a whopping 8.9 trillion US dollars that are approximately 10 % of the world GDP (World
Travel & Tourism Council, 2019). This makes the tourism industry a very important element of a
nation’s economy.
INCOME AND EMPLOYMENT
Hosts always welcome the tourists as they see their personal development in the same. Ghoddousi
et al. (2018) specified that the locals welcomed the tourists not only because they found them
non-threatening to the society and environment but also, they see the economic opportunity in
them. They perceive their inflow as a source of their income or increase in their income. Chand
(2013) observed a boost in the local economy and increment in employment. He also concluded
that tourism served as a catalyst in the initiation of developmental ventures and opened
opportunities for women in terms of employment. The spending of tourists not only served as the
income for local people but also for the local authorities. It is conclusive that as the employment
increases so does the income of the individual and in turn, GDP increases. In 2019, more than 300
million job opportunities were offered only by the tourism industry that means out of every ten
jobs in the market one was from the tourism industry (World Travel & Tourism Council, 2019). In
the year 2018, the annual growth rate in terms of foreign exchange for India was 9.6% in terms of
rupee and 4.7 % in terms of US dollars (Ministry of tourism, 2018).
THE MULTIPLIER EFFECT
Every penny spent by a tourist passes every hand involved in the generation of services and
products throughout the economy. This is called the multiplier effect (Rath et al., n.d.).Rusu
(2014) explained it merely as the number of times the money changes hands in an economy.
He elaborated that the money spent by tourists is used for employment generation by passing
through the economy to the grass-root level from where the raw material is procured to produce
tourism-related services and products. Thus creating employment and in turn, these people spend
the same money for their personal needs hence circulating it many times in the economy.
SEASONAL JOBS AND LOW REMUNERATIONS
Tourism offers seasonal jobs to employees, especially at places where the inflow of tourists only
takes place inappropriate season, for example on hill stations one often experiences seasonality
of employment and earning through business. Thus, impacting the income of the employees of
the hotels and other tourism-related organisations. It is often felt that the employees in tourism
sector especially hotels are not getting sufficient remunerations and even the graduates fell the
same in individual research studies due to which they even take decisions to leave the industry for
better opportunities (Abdullah et al., 2015).
IMPORT LEAKAGE
Tourists generally prefer food and beverages that they recognise, and this leads to the entrance
of standardised products in the market that gradually consumes the market share of the local
products. Moreover, the hosts may not be able to produce these standardised products, so they
need to be imported from outside the area, and the income that was generated by the sale of
services is spent on imports. This phenomenon is called import leakage (Oceanatlas, n.d.). This
happens when the hosts are unable to meet the demands of the tourists and are unable to
produce the goods. Thus, the goods have to be imported, and the burden has to be faced by the
area or country in terms of loss of revenue as it leaks from the economy to pay for imports.
SUMMARY
It is quite conclusive to say that tourism has significant positive and negative effects on all the
three major areas, i.e. environment, social and cultural character of destination and economy.
On the one hand, where it acts as an environmental threat; on the other people are becoming
more aware of the ecotourism and efforts are put to conserve and preserve nature. On the one
hand, if it benefits the people by giving them a better life with improved values; on the other, it
irritates them by utter disregard to their amount by the outsiders. On the one hand, if it provides
foreign exchange, income, and employment to a country, then on the other it spends the income
thus generated through spending on imports. On the one hand, if it is a significant employment
generator of the world, then, on the other hand, it is known for seasonal character and less
remuneration. Finally, tourism is people-oriented, so if people restrict their movement, then
the industry would suffer a great loss. In today’s scenario, the pandemic and lockdowns have
restricted the temporary movement of people, and hence it is one of the worst-hit industry in this
Covid-19 era.
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People Living Poor: A Case Study on
9 Bihar Tourism
Pankaj Kumar* & Deepti Yadav*
ABSTRACT
Bihar is a state of India in east-central which is somewhere related to a word ‘vihar’ that means
a place where people can tour or roam freely in peace and joyful atmosphere. Nalanda in Bihar
was the first university which was the hub of knowledge and literature. In the Great Ashoka time,
Patliputra was the capital of India which is now known as Patna. Mahavir was born in Vaishali,
Bihar who is believed as a God in Jainism religion. Gautam Buddha got his siksha (knowledge)
in Bodhgaya, Bihar. These are just a few examples of Bihar. In the state, there are so many
tourist destinations. However, still, the number of tourists is not visiting in Bihar as compared
to other places in India. Therefore special attention has to be given to the number of factors like
transportation, star categories hotel facilities available, education in terms of Atithi Devo bhava,
government policies for the improvement of tourists facilities, advertisement of state tourism etc.
which can drive the tourist and boom tourism industry in the future. As of now, it is the loss of
the local people, whose employments is wholly depended upon the tourists. Failing to overcome
these factor, people move to other places in search of employment which make them lose their
confidence, respect, and finally, they live separate from their native place. And therefore, it is
observed that poor performance of the state is due to the number of the factors which are political
and social conflict which has its root based on the caste, class, education backwardness, less
income etc. The main objective of this paper is to measure the impact of tourism on poverty in
Bihar. The result of this paper will suggest that tourism as one of the means for the reduction of
poverty in the state.
Keywords: Vihar, Literature, Tourist, Facilities, Advertisement, Poverty, Backwardness.
INTRODUCTION
Bihar is a hub of Tourism which may consist of Rajgir, Bodhgaya, Vaishali, Patliputra, Munger,
Balmiki Nagar etc. which has an ample number of monuments. Bodhi temple in Bodhgaya is a
holy place for the Buddhist religion people and tourists come from all parts of the world. The local
people in Bodhgaya get benefited from the tourists in the form of arranging their accommodation,
* Assistant Lecturer, I.H.M. Lucknow, U.P.

People Living Poor: A Case Study on Bihar Tourism 55
transport, food etc. and shopkeeper & hawkers sell their products to the tourists as well for
earnings. Bodhgaya has its own airport in which tourists can come directly from another country
without going to Patna or Delhi. But this is not the condition in all the tourists’ destination in Bihar.
If we see the condition of Vaishali or Rajgir, then we understand the deficiency of tourism as far
as facilities are a concern. Apart from that in recent year, no monuments have been made which
may further not attract tourists for coming here. It is again the loss of local people employments.
Sonpur Cattle Fair (Mela) in Bihar was very popular in the past time, which was huge and required
more than a day to visit. But in recent time it has been shrunk. Maybe the reason can be- No
advertisement is done on national television or newspaper, No popular leader or person come on
the opening day ceremony, not sufficient transportation available, not good hotel available nearby
etc. so that many tourists don’t know about the occasion or place and don’t come. Therefore it
affects local workers severely as far as their income is a concern. When talking from local people
about not coming of Chief minister of the state for the inauguration of Sonpur Cattle Fair, they say
that there is an assumption that whoever chief minister of the state done the inauguration of the
fair has lost their Government in the next election. God knows whether it is a fact or fear. But more
than a fact it seems to be fear. Some people might misbehave with the tourists, which affects the
entire commuters in the tourism sector of the state.
Bihar government must take more initiatives for supporting the tourism industry in Bihar.
Nowadays advertisements play a vital role in the promotion of any tourism-related things As
we see Bollywood actor Amitabh Bachchan advertise for Gujarat tourism, Virat Kohli promote
for Uttrakhand tourism, Shah Rukh Khan has been doing for west Bengal state tourism, (source:
Google). Still, Bihar has no such star Brand ambassador for promoting tourism in the state. India
is a country where star celebrities followers are in huge number, and public or fans trust them
too and therefore, a brand ambassador can play a very important role to promote tourism sector
in the state. So very importantly, it will help to generate the income of people in the state. In
recent year one good work has been done in the state, and that is road connectivity, and we really
appreciate this, but this is not enough and many more things still required to be done.
Bihar is not only famous for its incredible monuments, but it also has a unique culture where
most people lives in a joint family, shares their happiness altogether. Bihar has a very famous
festival called Chatth Puja, where the people worship to lord sun (Surya dev) during sunset and
sunshine. Some tourists come to Bihar to enjoy this spiritual festival. In Patna, we can get a good
view of Chatth Puja because almost all the ghats (coastal) of Ganga River in the city has been
decorated and cleaned which was not earlier. I believe that all the ghats for all the river in the
state need to be decorated and maintenance required at all times, which will further improve the
cleanliness of river because tourists always prefer to visit the clean place. In Bihar, there is a Deo
Surya mandir which is a Hindu temple, dedicated to Lord Sun for Chatth Puja. During the festival
time, ample numbers of devotees visit the place for worship from many places which benefit the
local farmers, and they sell their local products to devotees and tourists. During the Chatth Puja
time, we can find a massive crowd in the place. Some temple in the state is ancient, so special
attention is always needed for repair in case any damages. In Patna city, there is a very famous
Gurudwara which is dedicated to Sikh religion for Guru Govind Singh where people visit from all
religion to get blessings, and they also get Lunger (free food) there which is known for their taste.
In India, the conditions of rivers are not in the good state why because people are somewhere not
shown the importance of rivers and then what happens some people throw ashes of dhoop and
agarbatti, used flowers, gutters etc. in the rivers, and ultimately it makes the river dirty, and this is
just not acceptable, So in education, these matters needs to be focused. In the state, there is not
the sufficient number of Tourists Guide available to describe the festivals and monuments so such
recruitment should be done because if any tourist comes in the state to visit, then they are also
eager to know about the place. Therefore a good tour guide is required who can brief them about
the place so they will go home with lots of ideas and memories of the place if it is not done then
tourists will not further refer anybody to visit such place and it will be loss of state tourism. Bihar
government should make sure that in every tourist’s destination, there should be proper lighting,
cleanliness, hotels for accommodation, Transportation facility; restaurants etc. Local vendor
and shopkeeper should make sure that whatever carving products or special products of that
particular area they are selling to the tourists then price should be reasonable and also have to
be humble and gentle in front of the tourists so that when the tourists go back to their home and
showcase that products to others, then those people also wish to tour in the place and buy the
same products. Tourists have to be dealt with respect and care; this is very important for everyone
because one lousy memory of tourist may lose of many other tourists who are willing to come.
Bihar is also very famous for their food such as Litti- chokha, Thekua, Pitha, etc. which is very
tasty and flavorful. Many tourists demands for eating litti- chokha. People of Bihar may earn
good money by feeding these foods to the tourists, but sometimes tourists want their food so
that, there should be speciality restaurant to provide such meals to the tourists in every tourist’s
destination spots.
Reason for selecting this topic is the ranking of Bihar tourism industry at the national level. As per
the India tourism statistics glance 2018, Bihar has achieved only 4% out of total tourists number.
Maharashtra achieved 18.9% that was highest. The second reason for selecting this topic is poverty
in the state, and if the tourism sector grows up, then it can reduce the unemployment percentage.
The third reason for choosing this topic is Author residence in the state, and the author cannot
see the worst condition of the tourism sector in the state. Some of the monuments are very old
and collapsed so that required special attention. As per the report of economics times and India
tourism statistics, the number of foreigner tourist is increasing in India, but in Bihar, it is stable,
which is a matter of concern. The statue of unity, inaugurated in October 2018, has reportedly
been getting several visitors in Gujarat. It may change the tourism dynamics in the country.
Similarly in Bihar, it needs to make new incredible monuments to promote state tourism and very
importantly, that is needed to advertise on the social media platform, national television, national
newspaper etc. so people should know and wish to visits as tourists in such place. Therefore it
will benefit the local people and also improve the economy in the state. If the people are helped,
then they won’t go into other areas for the employments and live their life with full respect and
prestige.
LITERATURE REVIEW
Peterson, Balasubramanian & Bronenberg (1997), the decision of the tourist in influenced by the
two factors internal and external factors. For example, the internal factor is own past experience,
and external factor is the internet, website, online blogs and brochures etc.
Malone et al. (1987), E-Commerce is more efficient and performs the same functions as of the
traditional markets.
Porter, (2001) after the launch of E-tourism in 1980’s there is a change in tourism globally as an
industry.
Bowie and Chang (2005) saysfor generating future business customer satisfaction is a major
concern for tour operators. Expectations, customer on-tour attitude and behaviour, the perception
of equity and the performance of tour leader were identified as important variables related to
customer satisfaction.
Mohammed (2007) shows that local people have positive attitudes towards tourism development,
and there are some negative socio-cultural impacts of tourism development on local communities.
It measured the effect of tourism development on the standard of living of the Egyptian people.
Khan (2008) studied on Human Resource Development in Tourism Industry in India: A Case Study
of Air India Ltd. New Delhi suggests that the tourism industry faced with various challenges in the
field of human resources, one of the crucial issues in this regard is the quality of manpower. The
industry is vitally faced with the demand for qualified quality personnel.
Moses et, al. (2009) Tourist satisfaction is independent of tourist attraction, accommodation
facilities and tour services. Most of the tourists have a clear expectation of their experience. Even
though general satisfaction levels were high, loyalty and future intentions were dependent on the
quality of the trip.
Hwansuk et al. (2010) demonstrated a range of variables involved in determining resident attitudes
toward tourism development and the adoption of sustainable tourism.
OBJECTIVES
1. To analyze the impacts of tourism development in Bihar.
2. To identify the attitudes of people towards tourism development in the state.
3. To suggest some future directions regarding tourism development to the Government.
HYPOTHESIS
H1: There is a positive impact on tourism development in Bihar.
H2: There is a change in the attitudes of people towards tourism development in the state.
H3: there is no suggestion to direct the state Government regarding tourism.
RESEARCH METHODOLOGY
The Study: The study was exploratory in nature with the survey being the mode of data collection.
Sample Design: Population includes 100 respondents. Purposive (non- probability) sampling was
used to identify individual respondents.
Tools for Data Collection: Both primary and secondary method of data collection was employed
and designed questionnaire.
RESULT AND DISCUSSION:
The current study suggested that 50% of respondents are of age between 20-40, and 50% are
of 20 years old. 47.1% are of graduate-level and are mostly students. 41.9% of respondents say
tourism creates a large number of jobs and income for local residents. 79.4% says the village can
develop tourism and 45.5% tourism is responsible for overall regional growth. 55.9% agree that
tourist inflows provide foreign exchange to the state. Tourist inflow increases the occupational
opportunities says 44.1% people of Bihar. 55% of respondents say tourist inflows create awareness
among local youth, which lead them towards urbanization and tourism will also provide the
guidelines for modernization in infrastructural facilities.48.5% agrees that tourism increases the
educational opportunities for the children of the area and 69.7% agrees that it will improve the
self-image of the community. 60.6% strongly agrees that tourism provides the opportunities to
local people to learn something new, and 51.5% respondents agree the increased tourist inflows
change the lifestyle of local people. 51.5% strongly agree to the concept of social interaction
which further boosts their natural integration among the tourists and hosts. Whereas 45.5% agree
those tourists’ inflows affect the local culture.39.4% agree, and 21.2% disagree that tourism leads
towards overcrowding, congestion and environmental problems. Thus increased tourist inflows
create demand for capital and consumer goods resulting increase of G.D.P. says 54.5%. If planned
carefully, the negative impacts of tourism can be minimized strongly agrees 59.4%. Tourism is
poorly affected if politically influenced says 51.6%. Cleanliness in the area and good river condition
changes the mind of tourists about the place says 50% of the respondents. 62.5%agress to the
point that lack of advertisement about tourism-related monuments results in unknowingness in
tourists mind.
CONCLUSION
In current days, many foreign tourists come to India to see Tajmahal and statue of unity because
it has been introduced to them in such a beautiful manner that they cannot control themselves.
But for domestic tourists, the reason for travel can be different such as social, religious, shopping,
medical etc. so that state government should keep themselves updated to fulfil all the respective
desire of the tourists. This will not only increase the tourist number but also be beneficial for the
local public to generate their income as employment.
Source: India tourism statistics glance

The percentage share of foreign and domestic tourists in the above state of India are as follows:
Bihar-1.96, Maharashtra-7.21, Tamilnadu-20.88, Uttar Pradesh-14.16 which is comparatively very
low in the line.
Source: The economics times

The percentage share of foreign tourists out of the total in the above state of India are as follows:
Goa-3.1, Bihar-4.0, Kerala- 4.1, Punjab- 4.1, West Bengal 5.9, Rajasthan-6.0, Delhi-10.2, Uttar
Pradesh-13.2
SUGGESTIONS FOR FURTHER IMPROVEMENTS:
¾¾ The “Incredible India” T.V. campaign or print campaign should indicate the precise information
about the picture of India.
¾¾ The state tourism campaigning should be crystal clear about tourism products and their
famous destinations.
¾¾ Promotion of the campaign apart from T.V., print media and websites should be done in the
form of social media marketing, YouTube, banners, posters etc.
¾¾ Information on the website should be updated for domestic and foreign tourists both.
¾¾ Laws made for the tourist should be strictly followed or not should be regularly checked by
the Government.
¾¾ Websites should be very attractive, catchy and should give accurate and latest information
about the destination.
¾¾ Information about essential and latest events should be posted on the website.
REFERENCES
[1] Bandyopadhyay, R., Morais, D. B., & Chick, G. (2008). Religion and identity in India’s heritage tourism.
Annals of Tourism Research, 35(3), 790-808.
[2] Gupta, A.N.I.L., Bakshi, S.H.U.C.H.I.T.A., & Dogra, N.I.K.I.T.A. (2015). Comparative analysis of state tourism
websites of India: An application of WEBQUAL framework. South Asian Journal of Tourism and Heritage, 8(1),
63-80.
[3] Jauhari, V. (2009). The hospitality and tourism industry in India: conclusions and solutions. Worldwide
Hospitality and Tourism Themes.
[4] Kumar, M., & Raj, A. (2013). Development in Bihar: predicaments and prospects of health indices. Journal
of Health Management, 15(3), 415-430.
[5] Mukherji, A., & Mukherji, A. (2012). Bihar: What went wrong? And what changed? (No.12/107).
[6] Rahman, M. A. AN ANALYSIS OF THE SATISFACTION OF DOMESTIC AND FOREIGN TOURISTS VISITING BIHAR.
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tourism campaigns in India. Revista de turism-studii si cercetari in turism, (13).
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Management of Tourism Experiences
10 using Immersive Technology
Ganesha K. S.* & Dr. Ganapati B Sinnoor**
ABSTRACT
The immersive technologies such as Virtual and Augmented Reality, Mixed Reality has got
much potential to manage tourism experiences. These technologies can increase the delight
of tourists. The objective of this study is to highlight the concepts, their importance, and usage
patterns concerning the management of tourism experiences using immersive technology. The
study is conceptual. Articles related to the area published in top indexed journals have been used
for conceptualizing the study. Different applications and their usefulness to the management of
tourism experiences will be discussed in detail in the study. The study demonstrates the integration
of immersive technologies to selected types of tourism and explains how this technology can enrich
tourism experiences in chosen types.
Keywords: Tourism Experience, Immersion Technology, Augmented Reality, Virtual Reality, Artificial
Intelligence
INTRODUCTION
As we aware of present-day technology is the torchbearer of every industry. The technological
advancement had created vast opportunities to improve the business system, and tourism also
came up with great opportunities because of technology. Tourism has experienced the positive and
adverse effects of web 1.0, like the internet, web 2.0, like social networking platforms. Recent web
3.0 was explained in 2006 by John Markoff of the New York Times, as “a supposed third generation
of Internet-based services that collectively comprise what might be called ‘the intelligent Web’
such as those using semantic web, microformats, natural language search, data-mining, machine
learning, recommendation agents, and artificial intelligence technologieswhich emphasize
machine-facilitated understanding of information in order to provide a more productive and
intuitive user experience”(Nova Spivack.). However, the revolution of technology is swift now we
are experiencing with web 4.0 or immersive technologies also in view of tourism industry can be
* Research Scholar at Department of Business Studies, Central University of Karnataka, Kalaburagi, Karnataka.
** Assistant Professor, Department of Business Studies, Central University of Karnataka, Kalaburagi, Karnataka.
called Tourism 4.0, which is consisting of Virtual Reality (VR), Augmented Reality (AR), and When
we look at the development and evolution of the concept of tourism experience, it dates back
to the revolutionary works of (Mihaly Csikszentmihalyi, 1975) with his book “Beyond Boredom
and Anxiety” as initial seeds for the conceptualization of tourism experience in a great extent.
Later (Berry LL, 1981) and(Zeithaml, VA, Parasuraman A, 1985)bought an essential foundation for
the future through the SERVQUAL model of service experience management. This model moved
the intangible nature of service to tangibility. Later(Holbrook MB, 1982) have moved away from
the concept of Product Marketing with their argument towards recognizing important concepts
of experiential aspects in consumption such as aesthetics, symbols, hedonic features, etc. The
next breakthrough in evolution is by (Turner VW, 1986), where they provided a critical view on
the anthropology of the experience, which was followed by (Mihaly Csikszentmihalyi, 1990) with
the concept of Optimal Experience. The next stage of evolution was staged by (Ryan C, 1995)
in the book, ResearchingTouristSatisfaction: Issues, Concepts, Problems, which focuses on how
firms should have the responsibility of delivering a quality experience. The concept of Tourism
Experience was further improved by (Jennings and Nickerson, 2006) in their edited book Quality
Tourism Experiences, which focuses on which provided rich content in the field of experience and
laid the foundations for improving tourism experiences. May authors tried to explore concepts like
Branding, Marketing and Managing the delivery of the experience. Later (Ritchie & Hudson, 2009)
tried to blend all these into a conceptual model, which can be called the model of the evolution of
tourism experiences, as depicted in Fig.1, which streamlines all concepts.
TOURISM EXPERIENCES
When we look at the development and evolution of the concept of tourism experience, it dates
back to the revolutionary works of (Mihaly Csikszentmihalyi, 1975) with his book “Beyond Boredom
and Anxiety” as initial seeds for the conceptualization of tourism experience in a great extent.
Later (Berry LL, 1981) and(Zeithaml, VA, Parasuraman A, 1985)bought an essential foundation for
the future through the SERVQUAL model of service experience management. This model moved
the intangible nature of service to tangibility. Later(Holbrook MB, 1982) have moved away from
the concept of Product Marketing with their argument towards recognizing important concepts
of experiential aspects in consumption such as aesthetics, symbols, hedonic features, etc. The
next breakthrough in evolution is by (Turner VW, 1986), where they provided a critical view on
the anthropology of the experience, which was followed by (Mihaly Csikszentmihalyi, 1990) with
the concept of Optimal Experience. The next stage of evolution was staged by (Ryan C, 1995)
in the book, ResearchingTouristSatisfaction: Issues, Concepts, Problems, which focuses on how
firms should have the responsibility of delivering a quality experience. The concept of Tourism
Experience was further improved by (Jennings and Nickerson, 2006) in their edited book Quality
Tourism Experiences, which focuses on which provided rich content in the field of experience and
laid the foundations for improving tourism experiences. May authors tried to explore concepts like
Branding, Marketing and Managing the delivery of the experience. Later (Ritchie & Hudson, 2009)
tried to blend all these into a conceptual model, which can be called the model of the evolution of
tourism experiences, as depicted in Fig.1, which streamlines all concepts.
Management of Tourism Experiences using Immersive Technology 63
Fig.1: Evolution of Tourism Experience Adapted from (Ritchie & Hudson, 2009)
IMMERSIVE TECHNOLOGY
Immersive technology defined by (Lee, Chung, et al., 2013), as a type of technology which shadows
the change between the real and virtual worlds, trough creation of immersion and intensifying the
practicality of virtual experiences (Soliman, Peetz, & Davydenko, 2017) Immersive technology is
referred to as several technologies like VR, AR, and MR (Handa, Aul, & Bajaj, 2012)(Suh & Prophet,
2018)
Fig. 2: Virtuality continuum adopted from (Kishino & Milgram, 1994)

As made known in Figure 2, there exists a real environment that we leave, which will be moved
towards augmenting into the virtual world. It will be blended with technology to generate
augmented virtuality moving the customers/users into the virtual environment. After all these
processes, when both worlds exist, that will lead to Mixed Reality.
TYPES OF IMMERSIVE TECHNOLOGY FOR TOURISM
ugmented Reality (AR): 4.1 Augmented Reality (AR): It is a platform where users involve
A
virtual information overlaid on the real world. Also, this phenomenon, which has interceded
immersion, places virtual resources all over the physical world, thereby augmenting interactions
and experiences of users(Dunleavy, Dede, & Mitchell, 2009)(Lauryn R. Rochlen, Robert Levine, and
Alan R. Tait, 2017).
Virtual Reality (VR): This is a kind of technology where real-life experience is stimulated through
a design which produces an interactive virtual environment. There are two kinds of virtual reality
Non-Immersive and Immersive. The primary difference between both of them is that Non-Immersive
VR uses a computer screen to display with the help of input devices. In contrast, immersive VR is a
completely virtual environment that requires wearing a head-mounted display(Lee, Chung, et al.,
2013),(Wojciechowski & Cellary, 2013).
Mixed Reality (MR): This technology makes the co-existence of real and virtual worlds. It is a kind
of environment wherein a single in which both virtual and real objects are offered at the same
time (Kishino & Milgram, 1994).
PPLICATION OF IMMERSIVE TECHNOLOGY IN MANAGEMENT OF TOURISM
A
EXPERIENCES
As technology is progressed in every area, tourism is not left out. The immersive technology has
started to use in different ways for tourism services. Let us look at applications of immersive
technology to different types of tourism.
Application of Immersive Technology in Heritage Tourism
Heritage Tourism can be referred to as offering experiences where tourists visit and engage
with destinations, activities, and artefacts, which represent past things authentically. Heritage
tourism covers stories of natural resources, historical monuments, events and infrastructure, and
indigenous and cultural history(Gravari-Barbas, M., Bourdeau, L., & Robinson, 2016).
(Guttentag, 2010) argues that when it comes to Heritage Tourism, immersive technologies like
VR can be used as a useful tool for the preservation and management of heritage producing new
experiences; by this means minimalizing distractions on the heritage site. However, (Bruno et al.,
2010)virtual reality (VR also feel that with the use of 3D reconstructions and Immersive visualization
of heritage sites, we can also protect the remnants of history by giving complementary,alternative,
and engaging tourist experiences. Hence, as most of the tourism destinations are centred on local
heritage, technology-based applications have an opportunity to contribute to the preservation of
heritage, management of tourism experience, also enhancing the tourism experiences.
Application of Immersive Technology in Adventure Tourism
Adventure Tourism, in the words of(Buckley, 2006)can be referred to as a directed commercial tour
where an outdoor activity which depends on topographies of the natural terrain, typically requires
focused sporting or similar equipment and is exhilarating for the tourists is a major attraction. As
this type of tourism depends on high-risk activities, the usage of immersion technologies will be
beneficial for the tourists who want to explore adventure but are afraid of the things associated
with it. The technique can provide the platform to experience that. Also, for the regular adventurist,
it will give a more fabulous experience of exploring the adventure deeply as they can explore the
adventure activities minutely with full detail.
Application of Immersive Technology in Cultural Tourism
Religious or Cultural Tourism referred as “a type of tourism activity in which the visitor’s
essential motivationis to learn, discover, experience and consume the tangible and intangible
culturalattractions/products in a tourism destination, these attractions/products relate to a set
of distinctive material, intellectual, spiritualand emotional features of a society that encompasses
arts and architecture, historicaland cultural heritage, culinary heritage, literature, music, creative
industries and theliving cultures with their lifestyles, value systems, beliefs and traditions”
(UNWTO, 2018)(Çağlar Gökgün, 2018).
S o, when it comes to cultural tourism here, we will go through worldly, intellectual, spiritual, and
emotions. So, to understand these things better, immersion technologies like mixed reality will
be useful. Tourists when they want to explore cultural things to understand the perception and
emotions immersive technologies will aid them, they can mix both virtual and real-world to get a
better experience.
Application of Immersive Technology in Sports Tourism
Sports tourism, in words of (Pigeassou, 2004) constitutes a temporary nonprofessional journey
of an individual to a specific destination to experience the culture of sports through a human
experiment where the focus will be on a set of services which makes tourists realize.
Sports tourism makes individuals get acquainted with the experience of sports of their interest.
Here immersive technology plays a role in taking sports experience to the next level. Because
immersion technology makes the experience of tourists feel as if they are also inside the field
playing sports as another sportsperson. Because of these experiences, sports tourists will be
delighted.
Application of Immersive Technology in Eco/Nature Tourism
Eco/Nature tourism, as per(Hvenegaard and Dearden, 1998), defined as travelling responsibly
to natural areas where conservation of the environment and progress of the welfare of local
individuals is the main focus. As the definition suggests, ecotourism deals with travel to natural
areas.
When we look at Eco/Nature tourism, often, we tend to use responsibility and conservation. So, in
this view, immersive technology will help the tourists to improve their experience with nature at
the same time can guide them to be responsible. The technology will also help tourists to explore
these conservative areas without harming flora and fauna and natural habitats. The nearness
to nature and spaces will create greater satisfaction with tourists with the help of immersion
technologies.
CONCLUSION
In a nutshell, we can conclude that immersive technologies are the future for improving the tourism
experience. Immersive technologies can be applied differently to different types of tourism.
Immersive technology in the coming days will become vital for enhancing tourism experiences.
Also, immersive technologies provide sustainable tourism practices to all kinds of tourists. The
immersive technology applications will also adhere to environmental and conservation concerns
and thereby less damage to destinations.
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Perceived Risk and Anxiety Among
11 Tourist Visiting Andhra Pradesh
Dr. Kota Neela Mani Kanta*, Dr. Uday Sankar Allam** & Dr. P. Srivalli***
ABSTRACT
Perceived Risk and Anxiety are significant factors that influence tourist arrivals to a particular
destination. The tourist needs to feel that the visit to a particular destination has less risk and
high anxiety. Henceforth the present study is sought to understand the perceptions of tourists
about Risk and Anxiety. The study is conducted among tourists visiting popular tourist destinations
present in Andhra Pradesh. Andhra Pradesh is chosen because it has faced many ups and downs
during its bifurcation, there was a huge revenue loss to the residual Andhra Pradesh. It has also
affected the functioning of various industries in the state, including the Tourism sector, which
was affected more. The study has followed descriptive research design, convenience sampling
method in selection of tourist. The enumerator has visited the various popular destinations of
Andhra Pradesh and distributed the questionnaire to tourist and collected the opinions. The study
results find that majority of the tourist perceive less risk and anxious while visiting the destinations
in Andhra Pradesh. The study helps understand the perception of the tourist visiting various
destinations of Andhra Pradesh.
Keywords: Perceived Risk, Anxiety, Safety, Destination and Andhra Pradesh
INTRODUCTION
The travel and tourism industry is seen as a highly fragile industry since its demand is highly
dependent on the many factors like natural, human-caused disasters, social or political issues,
infectious diseases and so on. Tourist choice to travel or not to travel to a particular destination
is his personal choice, dependent on the various criteria he will choose. For instance, travel and
tourism demand are most vulnerable to Terrorism activities; the tourist will be reluctant to visit
such destinations due to safety and security issues; this is evident from a study conducted on the
countries of Israel, Lebanon and Turkey, statistical analysis reveals that domestic and transnational
terrorism in each of the three countries affects visitor arrivals to that country, but the results vary
* Assistant Professor, Department of Tourism Management,, Vikrama Simhapuri University, Nellore, A. P.

** Assistant Professor, Department of Bio Technology, Vikrama Simhapuri University, Nellore, A. P.
*** Post Graduate Teacher, Dept of Humanities, Akshara Vidyalaya, Nellore, A. P.
Perceived Risk and Anxiety Among Tourist Visiting Andhra Pradesh 69
across terrorism intensity (Bassil, C., Saleh, A. S., & Anwar, S. 2017). The present scenario is true
evidence; the outbreak of coronavirus (COVID-19) is making chaos throughout the world sparing
no country. The World Travel and Tourism Council (WTTC) is expecting loosing of 50 Million tourism
jobs due to the deteriorating demand for travel and tourism due to countries undergoing lockdown
situations to protect from this deadly virus. Besides, it will affect the world GDP, were travel and
tourism alone contributes 10% of global GDP. Hence it is evident from the above discussion that
tourist needs to feel less risky in visiting a destination.
Travel Anxiety is conceptualized in various studies as the feeling felt by the tourist pre-travel and
during the visit of a tourist destination. The present study is confined to measure the anxiety
levels of tourist during their visit to tourist destinations. The tourist should feel less anxious in
visiting the destinations, subjective to the attractions, infrastructure and other facilities available
at the destinations they visit. The lower the anxiety in visiting the destinations means the tourist
has more liking towards the places they visit. Henceforth they give the positive word of mouth
communication about the destination they visited going back to their relatives and neighbours.
Andhra Pradesh State is focusing on travel and tourism as one of the domains in economic
development. Andhra Pradesh too has witnessed natural and human-caused disasters like - Hudhud
in the year 2014 caused 61 deaths within Andhra Pradesh and estimated damage of 21908 crores.
The riots and protests during Telangana Udyamam in 2012-2014 stalled the economic development
and tourist flow in Andhra Pradesh. Recently in Feb 2016 the terrific activity of firing Ratnachal
Express by the mob of Kapu Sangam at Tuni in East Godavari Districts has terrified the tourists and
local community. Because of the above, this study identifies significance to understand the beliefs
regarding travel risk and anxiety of tourists visiting famous places in Andhra Pradesh. Hence the
review is sought to understand the perceptions of travel risk and anxiety of tourists.
The dictionary meaning of risk is “a situation involving exposure to danger”, consumer researchers
believe risk as to the uncertainty of buying a product or service, unfavourable consequences of
purchase (Cunningham, 1967; Dowling & Staelin 1994). Hence it can be understood that risk
has two components, first “chance” and second “danger”. Risk is a probability of unfavourable
consequence faced by a person while the purchase of a product or service (Yvette Reisinger &
Felix Mavondo, 2006). Risk influences the perceptions of individuals and thereby, the decision
process of the tourist, when the decisions are uncertain can create emotions and anxiety (Karl,
2018; Reichel et al., 2007. Risky purchases generate anxiety and fear of unknown consequences
(Yvette Reisinger & Felix Mavondo, 2006). Risk can be classified into real and perceived risk, where
the real risk is unfavourable consequences the tourist really may face and perceived risk is an
opinion/assumption of adverse effects made by tourist (Rundmo and Nordfjaern 2017). The real
risk is assessed by the providers and takes the necessary steps to minimize the risk to the tourist.
At the same time, perceived risk is evaluated by the tourist and measured for a particular context
(Haddock, 1993).
The risk associated with tourism can be classified into five significant risks such as terrorism
(Richter, 2003), war and political instability (Sonmez, Apostolopoulos, & Tarlow, 1999), health
(Richter, 2003), crime (Dimanche & Lepetic, 1999), and cultural and language difficulties (Basala
& Klenosky, 2001). These risks are of growing importance in the global tourism environment, and
present threats not only to tourists but also host societies and the tourist’s home nations (Richter,
2003). In a study conducted by Fennell (2017) developed a comprehensive model that offers
insights into travel perceived risk and fear. The models spell a total of six components of related
factors involved travel risk and fear such as “characteristics of tourists, fear-inducing factors of a
trip, strategies to reduce fear, travel stage, fear intensity, and fear responses”.
There are adequate studies conducted on Perceived Risk such as demographical studies (Crouch,
2008; Gibson and Yiannakis 2002), cultural differences, antecedents (Garg, 2013)and consequence
studies of travel risk (Tavitiyaman and Qu, 2013, Kozak, Crotts, and Law,2007; Rittichainuwat
and Chakraborty, 2009), personal characteristics of tourist (Lepp & Gibson, 2003, 2008; Adam,
2015; Fuchs & Reichel, 2011; Lepp & Gibson, 2003; Reichel et al., 2007; Karl, 2018). These studies
have made a remarkable contribution to the literature on Travel Risk. The studies focused on
demographical factors such as age, gender, educational qualification to understand the variance in
perceptions among the groups (Crouch, 2008; Gibson and Yiannakis 2002). Garg, 2013 has studies
on the influence of cultural differences on the perception of travel risk. The factors leading to the
assumption of perceived risk like various types of risk such as health (Han, 2005)., safety (Fuchs &
Reichel, 2006; Han,2005; Lepp & Gibson, 2003), crime (Howard, 2009; Khajuria & Khanna, 2014;
Lepp & Gibson, 2003), false practices (Adam, 2015; Khajuria & Khanna, 2014; Rittichainuwat &
Chakraborty, 2012), mass crowd risk (Fuchs & Reichel, 2006; Rittichainuwat & Chakraborty, 2012),
communication (Han, 2005) and political risks (Sönmez &Graefe, 1998) were determined. The
personal characteristics such as tourist role (e.g. Lepp & Gibson, 2003, 2008), previous travel
experience (e.g. Adam, 2015; Fuchs & Reichel, 2011; Lepp & Gibson, 2003; Reichel et al., 2007),
gender (Carr, 2001; Mitchell & Vassos, 1998; Reichel et al., 2007), personality traits (Breivik, 1996;
Maritz, Yeh, & Shieh, 2013), educational levels and travel frequency (Karl, 2018) and nationality/
culture (Mitchell & Vassos, 1998; Pizam et al., 2004; Reisinger & Mavondo, 2006).
Travel Anxiety can be explained as the subjective feeling of travellers or tourist, being nervous,
apprehensive, stressed, vulnerable, uncomfortable, disturbed, scared (McIntyre & Roggenbuck,
1998) and frustrated (Hullett & Witte, 2001). The anxiety occurs in tourists as a consequence of
being exposed to risk or uncertainty situations during their travel. Griffith and Albanese (1996)
define “anxiety as a stronger than normal feeling of insecurity”. According to Gudykunst and
Hammer (1988), anxiety “refers to the fear of negative consequences” (p. 126). The reasons for
being anxious could be fear of terrorist attacks, kidnapping, bombing and so on. There are several
studies documented the development of stress fear, shock, and depression related to the terrorist
attacks of September 11th, 2001 (Galea et al., 2002; Raphael, Natelson, Janal, & Nayak, 2002;
Rosenheck, Schuster, Stein, & Jaycox, 2002; Schuster et al., 2001).
Further tourists may hold fear and feel threatened by crime, language difficulties, and limited
knowledge of their locality (Barker, Page, & Meyer, 2003). Lynch (1960) suggests that unfamiliarity
and difficulties in a new environment may have implications for a sense of security and emotional
instability (see also Young, Morris, Cameron, & Haslett, 1997). The most common travel-related
anxieties that bring fear include travelling long distances, driving on highways, travelling by train
and by metro (Center for Travel Anxiety, 2002), take-off and landing of aircraft, flight delays, and
baggage reclaims (McIntosh et al., 1998). Every traveller experiences anxiety to a certain degree
when facing risk or uncertainty. Some, however, may feel more anxious than others.
The study is a Quantitative research approach with descriptive research design, describes the
phenomena existing in the form of perceptions of tourists. Consequently, the study adopts a
descriptive study design to describe levels of perceptions of the study variables. The descriptive
study also involves collecting the opinions of tourists through structured questionnaire surveys.
The major purpose of descriptive research is the description of the state of affairs as it exists
at present. The study describes the tourist perceptions towards the Risk and Anxiety towards
the tourist destinations in Andhra Pradesh. The sampling method followed by the study is
non-probabilistic-Convenience sampling method. The researcher has distributed a questionnaire
to tourists visiting various tourist destinations in Andhra Pradesh by personal administration.
The study considered a Margin of error equal to the standard of 5%, Confidence level 95%,
Population size of 20,000 and Response distribution of 50%. Finally, the calculated value of sample
size is 377. The study has considered 400 sample size by rounding to the nearest value of the
estimated sample size. The sample size is taken higher at popular destinations like Tirupathi,
Vishakhapatnam, Vijayawada and Rajahmundry because the density of tourists and destinations
are high compared to other tourist destinations.
Perceived anxiety is determined as the positive opinion of the tourist, which exhibits the
enthusiasm of the tourist to visit the destination. Perceived anxiety is influenced by many factors
such as the culture, personality and motivation of the tourist. However, these factors are personal
factors for the tourist. These factors can change from person to person. Hence it is important
to consider the factors which influence the Perceived Anxiety that is common for the entire
tourist, like Perceived Safety and Risk. Therefore the study considers examining the influence
and association of Perceived Safety and Risk on Perceived Anxiety. The perceived anxiety of the
tourists is measured by adopting the bipolar phrased suitable for measuring tourist experience at
a particular destination. The bipolar phrases adopted for the study are Calm – Worried, Relaxed
–Tensed, Composed – Stressed, Comfortable – Uneasy and Cheerful – Anxious. These phrases are
to be rated on Five scales.
Perceived risk of tourist is determined as the risk of financial, functional, physical, social,
psychological, time, satisfaction and so on in visiting a destination. The identified reasons for the
above said risks are diseases, crime, natural disasters, hygiene, transportation, culture/language
barriers, the uncertainty of destination laws, and regulation prevailing at the destination. The
present study is interested to understand the perception of risk in the opinions of tourist visiting the
destinations present in Andhra Pradesh. Hence the presented has framed the following questions
for collecting the views of the tourist such as 1) I may face mechanical, equipment or organizational
problems during travel or at destinations (Transport, attractions, accommodations, etc.,). 2. I
may be sick while travelling to a destination. 3. There is a possibility of facing physical danger or
injury during my travel to a location (accidents). 4. I may face problems due to political turmoil
in the region being visited. 5. The possibility that travel experience will not reflect my personality
or self-image (disappointment with travel experience). 6. I may have personal satisfaction after
my travel. 7. My travel choice/experience may affect others (family/friends) opinion. 8. There
is a possibility of involvement in the terrorist act during my travel to a destination. 9. There is a
possibility of taking too much time or be a waste of time in visiting a destination or travel. 10. I
may face culture (Food habits, dressing)/language problems during my travel to a destination. The
tourist has to rate the above questions on 5 points Likert scale ranging from Strongly Disagree to
Strongly Agree.
The study applies a simple descriptive statistic technique such as frequency, graphical and weighted
means for describing the opinions of tourists pertaining to travel risk and anxiety.
DEMOGRAPHIC PROFILE OF SAMPLE
The tourist visiting various destinations in Andhra Pradesh have been consulted for their opinions
regarding the Travel Safety, Anxiety, Risk and Intention of Future Travel. The demographical profile
of the tourists are discussed in detail is as follows. The statistical analysis of data reveals that the
tourists visiting various destinations of Andhra Pradesh revealed that majority of the tourist are
in the age group of 25-30 years (N = 249, 51.7%) followed by 31-40 Years (N = 150, 31.1%) and
the rest of the tourists are in the age group of 41-50 Years (N= 33, 6.8%), 51-60 years (N = 33,
6.8 %) and 61 and above years (N = 17, 3.5%). Majority of the tourists are men (N = 294, 61.0%)
comparative to women (N = 188, 39.0%). In addition the tourists in the annual income group of 2-5
Lacs (N= 279, 57.9%) are majority when compared to rest of the tourist in order 6-10 Lacs (N = 92,
19.1%), 11-15 Lacs (N = 48, 10.0%), 16-20 Lacs (N = 36, 7.5%) and 21 and above Lacs (N = 27, 5.6%),
The study results reveal that the tourists with education qualification of Intermediate (N =
175, 36.3%) followed by degree (N = 120, 24.9%) are majority comparatively to the rest of the
tourists with following qualification in order SSC, (N = 26, 5.4%), Post Graduate (N = 62, 12.9%) and
others (N = 99, 20.5%). The majority of the tourists visiting various destinations are from South
India (N = 199, 41.3%), East India (N = 84, 17.4 %), West India (N = 56, 11.6%), Central (N = 38,
7.7%) and Foreign Nations (N = 29, 6.1%).
TRAVEL ANXIETY
The following section explains the opinions of the tourist regarding their anxiety in and experience
they gained during the visit of the particular destination. The study has considered bipolar question
structure ranging from Calm to Worried, Relaxed to Tensed, Composed to stressed, Comfortable
to Uneasy and Cheerful to Anxious. The statistical results have been tabulated as follows. Majority
of the tourists felt calm (Weighted Mean = 3.67), relaxed (Weighted Mean = 3.28), composed
(Weighted Mean = 3.61), comfortable (Weighted Mean = 3.51) and cheerful (Weighted Mean =
3.63) during the visit to the destination. The data have been tabulated and presented as follows.
Table: Weighted Means – Travel Anxiety
SL.No Parameter- Travel Anxiety Weighted Mean
1 Calm 3.67
2 Relaxed 3.28
3 Composed 3.61
4 Comfortable 3.51
5 Cheerful 3.63
The frequency distribution reveals that 118 (24.5%) of tourists opine they felt calm in visiting the
particular destination, 187 (38.8%) tourists opine that they felt somewhat calm in visiting the
destination. Contrary to above 87 (18.0%) tourists were undecided on their opinions, 81 (16.8%)
felt somewhat worried, and 9 (1.9%) felt they are worried. Overall the majority of the respondents
opined that they felt calm in visiting the particular destination.
The descriptive statistics of the study reveal that 66 (13.7 %) of tourists opine they felt Relaxed in
visiting the particular destination, 170 (35.3 %) tourists opine that they felt somewhat relaxed in
visiting the destination. Contrary to above 104 (21.6 %) tourists were undecided on their opinions,
119 (24.7 %) felt somewhat tensed, and 23 (4.8 %) felt they are tensed. Hence it can be understood
that the majority of the tourist opine that they felt relaxed in visiting the particular destination.
The descriptive statistics of the study revealed that 113 (23.4 %) of tourists opine they felt
composed in visiting the particular destination, 182 (37.8 %) tourists opine that they felt somewhat
composed in visiting the destination. Contrary to above 88 (18.3 %) tourists were undecided on
their opinions, 86 (17.8 %) felt somewhat stressed and 13 (2.7 %) felt they are stressed in visiting
the particular destination. Hence it can be understood that the majority of the tourist opine that
they felt composed in visiting the particular destination.
Table: Frequency Distribution – Travel Anxiety
Parameters-Travel
SL. No Scale
Anxiety
Somewhat
Calm Somewhat Calm Neutral Worried
Worried
118 187 87 81 9
1 Calm- Worried
(24.5%) (38.8%) (18.0%) (16.8%) (1.9%)
Some What Somewhat
Relaxed Neutral Tensed
Relaxed Tensed
66 170 104 119 23
2 Relaxed – Tensed
(13.7%) (35.3%) (21.6%) (24.7%) (4.8%)
Some What Some What

Composed Neutral Stressed
Composed Stressed
Composed 113 182 88 86 13

3
-Stressed (23.4 %) (37.8 %) (18.3 %) (17.8 %) (2.7 %)
Some What Some What
Comfortable Neutral Uneasy
Comfortable Uneasy
Comfortable- Un- 103 183 87 79 13
4
easy (21.4 %) (38.0 %) (18.0 %) (16.4 %) (2.7 %)
Some What Somewhat
Cheerful Neutral Anxious
Cheerful Anxious
90 226 82 68 16
5 Cheerful - Anxious
(18.7 %) (46.9 %) (17.0 %) (14.1 %) (3.3 %)
The study data reveal that 103 (21.4 %) of tourists opine they felt comfortable in visiting the
particular destination, 183 (38.0 %) tourists opine that they felt somewhat comfortable in visiting
the destination. Contrary to above 87 (18.0 %) tourists were undecided on their opinions, 79 (16.4
%) felt somewhat uneasy, and 13 (2.7 %) felt they are uneasy in visiting the particular destination.
Hence it can be understood that the majority of the tourist opine that they felt comfortable in
visiting the particular destination.
The descriptive statistics of the study reveal that 90 (18.7 %) of tourists opine they felt Cheerful in
visiting the particular destination, 226 (46.9 %) tourists opine that they felt somewhat cheerful in
visiting the destination. Contrary to above 82 (17.0 %) tourists were undecided on their opinions,
68 (14.1 %) felt somewhat anxious, and 16 (3.3 %) felt they are anxious in visiting the particular
destination. Hence it can be understood that the majority of the tourist opine that they felt
comfortable in visiting the particular destination.
TRAVEL RISK
The study has collected the opinions of tourists regarding the perceived risk they encountered
while travelling to a various tourist destination in Andhra Pradesh. To collect the views, the study
has framed ten questions: the frequency distribution of individual questions are discussed as
follows.
120(24.7%) and 215 (44.6%) of tourists disagreed that they may face any mechanical, equipment
or organizational problems during travel or at destinations. In contrary to the above opinions of
tourists, 70 (14.5%) of tourists opine that they neither agree nor disagree to comment on the
mechanical, equipment and organizational problems during travel. 66 (13.7%) and 11 (2.3%) of
tourists agreed that they might face mechanical, equipment or organizational problems during
travel or at destinations. Hence it can be concluded that the majority of the tourists disagree that
they may face mechanical, equipment or organizational problems during travel or at destinations.
101 (21.0%) and 224 (46.5 %) of tourists disagreed that they may be sick while travelling to a
destination. In contrary to the above opinions of tourists, 108 (22.4 %) of tourists opine that they
neither agree nor disagree to comment that they may be sick while travelling to a destination. 44
(9.1 %) and 5 (1.0 %) of tourists agreed that they might be sick while travelling to a destination.
Hence it can be interpreted that the majority of the tourists disagree that they may be sick while
travelling to a destination.
Strongly Strongly
SL. No Travel Risk- Parameter Agree Neutral Disagree
Agree Disagree
I may face mechanical, equipment or or- 11 70 120
66 215
1 ganizational problems during travel or at
(2.3%) (13.7%) (14.5%) (44.6%) (24.7%)
destinations
I may be sick while travelling to a des- 5 44 108 224 (46.5 101
2
tination (1.0 %) (9.1 %) (22.4 %) %) (21.0%)
There is possibility of facing physical 2 75 253 126
26
3 danger or injury during my travel to a
(0.4 %) (5.4%) (15.6 %) (52.5 %) (26.1%)
location
I may face problems due to political tur- 9 60 75 109
4 229 (47.5)
moil in the region being visited (1.9%) (12.4%) (15.6 %) (22.6 %)
Possibility that travel experience will not 15 75 110 160 (33.2 122
5
reflect my personality or self-image (3.1 %) (15.6 %) (22.8 %) %) (25.3 %)
I may have personal satisfaction after 120 223 77 49 13
6
my travel (24.9 %) (46.3 %) (16.0 %) (10.2 %) (2.7 %)
My travel choice/experience may affect 104 240 89 43 6
7
others (family/friends) opinion. (21.6 %) (49.8 %) (18.5 %) (8.9 %) (1.2 %)
There is a possibility of involvement in 12 37 107 105

221 (45.9
8 the terrorist act during my travel to a
(2.5 %) (7.7 %) (22.2 %) %) (21.8 %)
destination
There is a possibility of taking too much 14 71 165 74
158 (32.8
9 time or be a waste of time in visiting a
(2.9 %) (14.7 %) (34.2 %) %) (15.4 %)
destination or travel.
I may face culture (Food habits, dress- 12 33 139 97
201 (41.7
10 ing)/language problems during my trav-
(2.5 %) (6.8 %) (28.8 %) %) (20.1 %)
el to a destination.
126 (26.1 %) and 253 (52.5 %) of tourists disagreed that there is the possibility of facing physical
danger or injury during my travel. In contrary to the above opinions of tourists, 75 (15.6 %) of
tourists opine that they neither agree nor disagree to comment that they there is the possibility
of facing physical danger or injury during my travel. 26 (5.4 %) and 2 (0.4 %) of tourists agreed
that there is a possibility of facing physical danger or injury during my travel. Hence it can be
interpreted that the majority of the tourists disagree that there is the possibility of facing physical
danger or injury during my travel.
109 (22.6 %) and 229 (47.5 %) of tourists disagreed that they may face problems due to political
turmoil in the region being visited. In contrary to the above opinions of tourists, 75 (15.6 %) of
tourists opine that they neither agree nor disagree to comment that they face problems due to
political turmoil in the region being visited. 60 (12.4 %) and 9 (1.9 %) of tourists agreed that
they might face problems due to political turmoil in the region being visited. Hence it can be
interpreted that the majority of the tourists disagree that they may face problems due to political
turmoil in the region being visited.
122 (25.3 %) and 160 (33.2 %) of tourists disagreed the possibility that travel experience will not
reflect my personality or self-image. In contrary to the above opinions of tourists, 110 (22.8 %)
of tourists opine that they neither agree nor disagree to comment on the possibility that travel
experience will not reflect my personality or self-image. 75 (15.6 %) and 15 (3.1 %) of tourists
agreed that there is a possibility that travel experience will not reflect my personality or self-image.
Therefore it can be concluded that the majority of the tourists disagree with the possibility that
travel experience will not reflect my personality or self-image.
120 (24.9 %) and 223 (46.3 %) of tourists agreed that they might have personal satisfaction after
their travel. In contrary to the above opinions of tourists, 77 (16.0 %) of tourists opine that they
neither agree nor disagree to comment that they may have personal satisfaction after their travel.
49 (10.2 %) and 13 (2.7 %) of tourists disagreed that they may have their own satisfaction after
their travel. Therefore it can be concluded that the majority of the tourists agree that they may
have personal satisfaction after their travel.
104 (21.6 %) and 240 (49.8 %) of tourists agreed that there travel choice/experience may affect by
others (family/friends) opinion. 89 (18.5 %) of tourists opine that they neither agree nor disagree
to comment that there travel choice/experience may affect by others (family/friends) opinion. 43
(8.9 %) and 6 (1.2 %) of tourists disagreed that there travel choice/experience may affect by others
(family/friends) opinion. Therefore it can be concluded that the majority of the tourists agree that
there travel choice/experience may affect by others (family/friends) opinion.
105 (21.8 %) and 221 (45.9 %) of tourists disagreed that there is a possibility of involvement in
the terrorist act during my travel to a destination. 107 (22.2 %) of tourists opine that they neither
agree nor disagree to comment that there is a possibility of involvement in the terrorist act during
my travel to a destination. 37 (7.7 %) and 12 (2.5 %) of tourists agreed that there is a possibility of
involvement in the terrorist act during my travel to a destination. Therefore it can be concluded
that the majority of the tourists disagree that there is a possibility of involvement in the terrorist
act during my travel to a destination.
74 (15.4 %) and 158 (32.8 %) of tourists disagreed that there is a possibility of taking too much
time or be a waste of time in visiting a destination or travel. 165 (34.2 %) of tourists opine that
they neither agree nor disagree to comment that there is a possibility of taking too much time or
be a waste of time in visiting a destination or travel. 71 (14.7 %) and 14 (2.9 %) of tourists agreed
that there is a possibility of taking too much time or be a waste of time in visiting a destination
or travel. Therefore it can be concluded that the majority of the tourists disagree that there is a
possibility of taking too much time or be a waste of time in visiting a destination or travel.
97 (20.1 %) and 201 (41.7 %) of tourists disagreed that they may face culture (Food habits,
dressing)/language problems during my travel to a destination. 139 (28.8 %) of tourists opine that
they neither agree nor disagree to comment that they may face culture (Food habits, dressing)/
language problems during my travel to a destination. 33 (6.8 %) and 12 (2.5 %) of tourists agreed
that they might face culture (Food habits, dressing)/language problems during my travel to a
destination. Therefore it can be concluded that the majority of the tourists disagree that they may
face culture (Food habits, dressing)/language problems during my travel to a destination.
CONCLUSION
The study is sought to understand the perceptions of tourists about Travel Risk and Anxiety
visiting various popular destinations in Andhra Pradesh. The significance of understanding tourist
perceptions is to design policy changes by the tourism stakeholders for increasing the intentions
to travel and visit various destinations. It is observed from the literature and multiple instances
that Travel Risk and Anxiety are significant factors in influencing the tourist traffic to particular
destinations. The decision to travel to a destination is weighed on several factors; Travel Risk is a
factor which signals the tourist to think about safety and security during the visit of destination.
Hence the travel risk should perceive less to attract the tourist to visit a destination. Also, the
tourist needs to feel calm, comfort and composed while visiting a tourist destination; travel anxiety
needs to be favourable for a destination to visit repeatedly.
The present study is to understand the perceptions of risk and anxiety of tourists visiting popular
destination in Andhra Pradesh. The study followed a descriptive research design to describe the
perception levels of tourists. The study follows the non-probabilistic and convenience sampling
method in selection of tourists for the study. The researcher has visited several popular tourist
destinations for administering the questionnaire. The data collected is analyzed by employing
descriptive statistical techniques.
The study findings reveal that the tourists have an overall opinion of less risk in visiting various
destinations in Andhra Pradesh. Also, the tourists feel calm, comfortable and composed while
visiting tourist destinations. This is a positive sign for the tourism traffic in Andhra Pradesh. Even
though several instances happened in Andhra Pradesh that dampening the tourist traffic, the
tourist opines less risk and anxious in visiting the destinations can be attributed to the factor of
time of the study. Since the study is conducted during the normal time, the tourist might have
opined positively. The study findings could change if it were conducted during the agitations, riots
or any other instances that dampens the tourism traffic. However, the study of understanding the
perceptions of tourist regularly could give many insights to the policymakers for enhancing the
tourist traffic.
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The Effect of COVID- 19 Outbreak on
12 Travel Agencies: India Scenario
Niraj Aarya*, Abhishek Rana ** & Suresh Singh***
ABSTRACT
The tourism industry has been profoundly affected by the outbreak of the new type Coronavirus
(Covid-19), which originated in Wuhan, China, and spread across the world. With the dynamism
of tourism coming to a standstill, this phase has also negatively affected travel agencies which
are important intermediary institutions of the tourism industry. This research aims to find how
the Covid-19 outbreak affects travel agencies in India, to present sector representatives’ thoughts
and predictions for the future, and to develop solutions. To this end, the results of interviews with
travel agency officials were analyzed using qualitative methods of research. Results of the research
indicate that the Covid-19 outbreak has adversely impacted travel agencies, that their revenue
streams have been reduced in the process, although many of their fixed costs have continued, and
that agencies need more funding. Sector representatives claimed that in the future they expect
some potential shifts in customer preferences, and stressed that if travel agents take positions
accordingly, they will gain a competitive advantage.
Keywords: Travel & Tourism, Economic crisis, Covid-19, Epidemic, Travel Agencies.
INTRODUCTION
The New Coronavirus (Covid-19) epidemic, which emerged in Wuhan, China, and spread all over
the world, has been one of the major threats facing the world in recent years. According to the
latest data from the World Health Organization (WHO), Covid-19 infected approximately 20
439 814 people in 216 countries/territories and killed more than 744 385 people (WHO, 2020).
One of the sectors most affected by the emergence of Covid-19 was tourism (Gössling, Scott &
Hall,2020). It is thought that Covid-19 will affect all sectors, especially tourism, textile, automotive,
education, and industry worldwide. Since people started to give up their travels due to the danger
* Junior Research Fellow, Institute of Hotel & Tourism Management, Maharishi Dayanand University, Rohtak,
Haryana.
** Research Scholar, Institute of Hotel & Tourism Management, Maharishi Dayanand University, Rohtak, Haryana.
*** Research Scholar, Institute of Hotel & Tourism Management, Maharishi Dayanand University, Rohtak, Haryana.
The Effect of COVID- 19 Outbreak on Travel Agencies: India Scenario 81
of the epidemic, and then to introduce cross-country, intercity travel prohibitions to prevent the
spread of the virus epidemic, quarantine practices, curfews caused tourism activities to come to
a halt. Unexpected epidemic diseases cause great losses in the tourism industry on many issues,
especially the number of tourists and tourism income.
Travel agencies, one of the important actors of the tourism industry, are among the companies
that are most affected by this process. Especially with the development of air transportation, the
widespread travel around the world causes the epidemic disease that occurs in one region to
spread easily to other regions with the travels (Brown, Ahmad, Beck & Nguyen-Van-Tam, 2016).
This situation makes it necessary to restrict travel. With the restriction of travel, the affairs of
airline companies and travel agencies are adversely affected. Within the scope of this study, firstly,
the emergence of the Covid-19 outbreak, the process of spreading around the world, its effects
on tourism activities were examined. It was then revealed that the findings obtained from affected
and how to post COVID -19 sector representatives on field research for this process to put forward
their ideas from the travel agencies in India.
TOURISM AND PANDEMIC OUTBREAK RELATIONSHIP
The disappearance of borders in the globalizing world and the widespread development
of technological means of transportation facilitate travels and enables the development of
the tourism industry. However, epidemic diseases such as Avian Influenza, SARS, Swine Flu,
and Zika that have negative effects on people’s life also affect tourism movements negatively.
These epidemic diseases cause the cancellation of airline flights, hotel reservations, and many
organizations, leading to great economic losses. Studies examining the effects of avian influenza
SARS outbreaks on tourism have revealed that these outbreaks have lost 3 million jobs in Asian
countries and lost more than $20 billion in China, Hong Kong, Vietnam, and Singapore. According
to World Bank data, Avian Influenza caused a loss of $ 800 billion worldwide ( Wilder-Smith, 2006).
There is a negative relationship between epidemic diseases and the tourism sectors of countries
(Bas & Sivaprasad, 2020). Due to the peculiar characteristics of the tourism industry, there are
great decreases in demand due to epidemics, natural disasters, economic turmoil, and terrorist
incidents, and these situations lead to crisis environments. In 2001, when foot and mouth disease
was experienced in Europe, the number of tourists in the region decreased by 9.61% compared to
the previous year. In the SARS case in 2002, the number of tourists in China, Hong Kong, Taiwan,
Canada, and Singapore decreased. Again, after the bird flu epidemic, the number of tourists in
Indonesia, Vietnam, Egypt, China, and Thailand decreased. The 2009 swine flu epidemic decreased
by 5.01% in the USA, 2.55% in Mexico, 8.2% in Canada, 18.69% in Japan, and 8.7% in Spain (Lee &
Chen, 2011).
The Covid-19 outbreak prevents participation in tourism activities worldwide, negatively affects
employment, and lowers welfare (Tsionas, 2020). With the Covid-19 pandemic, travel restrictions
and flight cancellations globally have reduced the supply of travel services on a national and
international scale. In the reports published by the United Nations World Tourism Organization,
it is emphasized that it is too early to predict the effects of Covid-19 on international tourism and
that the epidemic will affect all tourism activities at the international level. However, he explained
that the supply of travel services on a national and international scale decreased significantly due
to the epidemic and reduced global tourist mobility by 1% to 3%, which meant a loss of US $ 30
to 50 billion in international tourism revenues. UNWTO estimates that tourist movements may
drop by 20% to 30% in 2020. This means that it will turn into an economic loss between $ 300 and
$ 400 billion worldwide (UNWTO, 2020). Epidemic diseases spread faster through international
travel (Epstein, Goedecke, Morris, Wagener & Bobashev,2007). For this reason, governments first
impose restrictions on international travel to prevent the spread of epidemics (Jamal & Budke,
2020).
TRAVEL AGENCIES IN EPIDEMIC SITUATION: INDIA SCENARIO
Tourism plays an extremely important role in India’s development. It has an important share,
especially in closing the foreign trade deficit and export revenues. It is an important employment
area. Foreign Tourist Arrivals (FTAs) during 2019 were 10.89 million (Provisional) with a growth
of 3.2% over the same period of the previous year. During 2019, a total of 2.93 million. Foreign
Exchange Earnings (FEEs) during the period during Jan 2019 – Dec 2019 were Rs.2,10,981
crores (Provisional estimates) with a growth of 8.3% over the same period of the previous year
(MoT,2020a). One of the important actors in the tourism industry is travel agencies. As of 2020,
according to data from the Ministry of Tourism has a total of 1031 travel agencies in India (MoT,
2020b).
As a result of the outbreak of the Covid-19 outbreak, the necessity of constantly informing
institutions and organizations about the changing conditions has arisen. Indian Association of Tour
Operators ( IATO) & Travel Agents Association of India (TAAI) continuously shared the developments
that concern travel agencies through its web page and social media. Besides, the IATO board has
submitted some requests to the Ministry of Tourism regarding this troublesome process. These
requests; postponing payments, VAT, and concise until the end of the year. Increasing employment
supports in the tourism industry and reviewing the measures increasing the reservation to support
domestic tourism and finally supporting tour operators and aircraft companies, postponing the
accommodation tax until the end of 2020. By the demands of the current scenario, the Ministry
of Tourism announced the guidelines had been prepared with a primary focus on identifying and
mitigating risks for the service provider and for ensuring necessary safety and hygiene practices
in interaction with travellers. Minimizing all possible touchpoints by use of digital technology has
been one of the guiding principles for the guidelines. This would not only help in reducing the
risk but also make traceability of the guest easier in case a situation in future warrants so. The
protocols would include the requirements that each sub-sector or tourist activity would need to
comply with in terms of health and hygiene (MoT, 2020c).
MATERIALS AND METHOD
In this study, it was aimed to identify the problems arising in the travel agencies due to the
Covid-19 outbreak and to reveal the expectations of the sector representatives regarding the
post-epidemic. Qualitative research methods were used in the study. Qualitative research is defined
as “Qualitative research focuses on understanding a research query as a humanistic or idealistic
approach “(Pathak, Jena, & Kalra, 2013). Since qualitative research is not intended to generalize, it
is more important to try to understand it in depth rather than measure the event or phenomenon
under investigation. For this reason, it is more beneficial to work with a small sample group
suitable for the research rather than a large sample group (Hammarberg, Kirkman & Lacey, 2016).
Limited data on the subject yet besides, the fact that a limited number of participants’ opinions
were wanted to be examined in depth was effective in choosing this method. A semi-structured
interview technique was used as a data collection tool. During the preparation of the research
questions, the literature review was used. Then the opinions of two faculty members who were
experts in their fields were taken. In this way, a questionnaire, which is thought to be appropriate
for the research, was created. The data were collected from 11 travel agency officials operating in
Delhi between June 10, 2020, and June 15 2020.
In the analysis of the data obtained in the research, the description, analysis, and interpretation
method proposed by Wolcott (1994) for qualitative data analysis were used. The description
technique is that the researcher conveys the findings obtained with an inductive approach directly
to the reader and makes various inferences by synthesizing the opinions of the participants
(Glesne, 2016). In the descriptive analysis, some quotations from the data are provided to reflect
the striking opinions reached to the text, and the data are presented in a way that the readers
can understand and use for other research if they wish (Saldaña, 2015). The data obtained were
analyzed per the descriptive analysis technique. To preserve the originality of the data, the
answers given to the research questions were systematically examined under certain categories,
as well as direct quotations from the participants’ discourses. By examining the responses of the
participants, common problems and common expectations were tried to be determined. Basic
information such as age, gender, educational status, job position, work experience, number of
employees they work in is included in Table 1.
Table 1: General Information on Participants
Participants Age Gender Education Position Work Experience Number of Employees
P1 25 Male Graduation Sales 02 15
P2 29 Male Graduation Ticketing 04 13
P3 33 Female Diploma Inbound 4.5 10
P4 31 Male Post-Grad MICE 05 08
P5 35 Male Graduation Operations 08 09
P6 28 Male Graduation Operations 06 35
P7 37 Male Graduation Sales 13 24
P8 29 Male Diploma Sales 08 07
P9 30 Female Graduation Sales 07 09
P10 46 Male Graduation MICE 10 18
P11 42 Male Graduation Outbound 11 16
Participants included in the study consist of Three to 13 years of professional experience, 25 to 46

age group, mostly men. The number of employees working in agencies varies between Three and
45 people. Participants include business owners, business managers, department managers, and
expert employees.
PROBLEMS EXPERIENCED BY TRAVEL AGENCIES DURING THE PANDEMIC
Travel agency officials participating in the study were asked what the main problems they faced
during the Covid-19 outbreak. The common problem expressed by the participants; The income
sources of the enterprises have been cut as a result of the cessation of tourism. However, they
have to cover many fixed expenses, such as personnel salaries, office rents, and loan payments. P1
said, “The economic troubles caused by the problems in my business life are increasing day by day,
and as a result of these troubles, various troubles started to emerge in my social life”. P2 asked this
question “economic troubles were at the beginning, however being constantly at home causes
stress. Also, our future worry is high”. P3 stated that he was compulsorily granted annual leave.
He (P4) stated that business stopped completely, and customer losses were experienced. P5; “We
closed our agency office on March 20, 2020, Office rent, staff salaries, and fixture expenses lead
us to a dead end. We are in an economic collapse. We do not know how long it will continue like
this ”. P6; He expressed his situation as “The biggest problem for us, while our income sources are
cut, on the other hand, the continuation of all our expenses”. P7; “The lack of income, constant
expenses, and future anxiety is the biggest question mark in our minds.” P8; All our routine
expenses continue, but we cannot do business. Therefore, we do not have sources of income.
We have difficulty in paying employee salaries and current debts. We do not know how long we
can resist. ” P9; They stated that all their business was cut in, P10 & P11, their income gates were
closed, and they could not pay.
During the Covid-19 epidemic addressed to the participants, the question about how and how
much economic losses the enterprises have experienced; P5 replied: “We are making a total loss
of around Three Lacs INR per month, including rent and employee expenses”. P2; “We are an
agency with a Char Dham ticket predominant. We have suffered great losses and continue to live.
Our agency can be closed. ” P1 “We make domestic and international hotel reservations. After
the Covid-19 outbreak, all our reservations have stopped. Previously made reservations were
canceled. All this puts our business in a very difficult situation. We are in huge losses financially. ”
P3 stated that their agency is currently closed.
Within the scope of the research, “Have you benefited from any economic support during the
Covid-19 outbreak process?” While all of the participants answered no to the question; “Do you
have concerns about the future of your profession due to the Covid-19 outbreak?” All of the
participants answered yes. This means that the participants have not benefited from economic
support so far, which shows that they are worried. Another question addressed to the participants,
“Were there any people who lost their jobs in the business you worked in during the Covid-19
epidemic?” Only one participant answered yes to the question.
TRAVEL AGENTS THOUGHTS AFTER PANDEMIC
If the tourism movements that came to a halt due to the Covid-19 epidemic returned to normal,
the participants were asked if the activities of your business could return to normal. P1 yes to this
question, P2 takes a little time, P3 yes, P4 no soon, P5 is very difficult at least two years does not
recover, P6 does not think literally, but we will try to return, P7 returns to normal in a short time,
P8 takes time, P9 three months Finds, P10 is not possible in the short term if P11 could survive
until that time, of course, they answered as done. P4 “tourism is finished for 2020. Maybe he will
recover later. ” P5 said, “it takes at least 2 years for things to return to normal”. P6 stated that “it
takes time to return to normal, many agencies may sink during this period”. Other participants
made statements that it would take time for things to return to normal. In this sense, it is seen that
the general opinion of the sector representatives is that it will take time for the works to return
to normal.
Three participants answered yes and no to the question of whether there will be permanent
damage or shrinkage in the tourism industry due to the Covid-19 outbreak. P3 stated that there
would be a temporary shrinkage since there will be no travel for a certain period. P5 thinks there
will be a contraction as many businesses will be closed. P6 “The tourism industry is generally not
permanently affected. With the end of the epidemic, recovery begins and the uptrend continues.
” P7 believes that the growing trend of tourism will continue in the long term. It can be said that
the idea that the participants will experience a temporary shrinkage in the tourism industry is
dominant.
SOLUTION SUGGESTIONS FOR TRAVEL AGENCIES
The participants were asked the question of could you share your solution suggestions for the
economic losses that occurred in the tourism industry due to the Covid-19 outbreak. To this
question, P1 “work from home as long as there is work. However, when there is no job, there is
nothing to do anymore. ” With P2 “emergency support plans, life water should be given to the
sector. It is the tourism sector that is most affected by the epidemic. They are the travel agents
that provide the biggest foreign currency return of the country. At such time, the state and related
institutions should be supported”. P5’s statement is “Unconditional grant support should be
provided”. P6 asked this question: “At such time, the state should cover all our rental, billing,
and personnel expenses. All of our payments should be postponed. ” P7 “state support has to
be very high”. P9, P10, and P11 responded economically by the Ministry of Tourism. They stated
that they should provide support to travel agencies. It was seen that the common opinion of the
participants at this point focused on the necessity of providing state support in this process.
The participants were asked how the Covid-19 epidemic would affect the professions of the
employees working in travel agencies by preventing travel, increasing the social distance, what
would be tried to change, and their future predictions in this direction. Some of the answers given
to these questions were as follows. “Preventing travel results in a halt in the tourism industry.
I think it may be a solution to continue with the necessary restrictions and controls. It can be
allowed by checking the health status of people travelling. Of course, provided that the rule of
social distance is strictly followed”. (P11). “It will affect negatively. New slogans need to develop a
new holiday understanding. Trust-based hygienic holidays, travel, and related advertising activities.
Just as this epidemic has had a panic effect on fear when things get better, the opposite should
be propaganda and trust should be instilled in people”. (P2). “Now tourism has stopped, I don’t
think there will be any solution before this epidemic ends.” (P3). ”Time is needed. It is necessary to
ensure that agents stand. People will forget everything over time as they act massively. Agencies
must be ready at that time”. (P4). “Indian tours and travels will be harder, and also cultural tours in
India will decrease, and agencies that will concentrate all their transactions on the internet, rather
than people agencies, are difficult to do”. (P5). In general, it was observed that the participants
expressed their opinion that the importance of health measures, health checks, and hygiene will
increase and online service channels will attract more attention. The sector representatives also
point out that some changes will occur in the sector. Therefore, they emphasize that agents should
be ready for all these changes. Some of the participants’ explanations are as follows: “When the
process is over, human behaviour becomes the same. Today, it should be said that they should
behave as they wish by removing people from the required quarantine. This happens if you do
this as if you do this. If everyone decides on his behalf, I think success increases. “(P6).”The Far
East market shrinks, the European market shrinks, and people will prefer less populated countries
more.” (P7). “As a result of our work, we are intertwined with people; social distance cannot
be maintained in our sector. There is no solution other than the termination of the virus”. (P8).
“Everything is uncertain”. (P9).
“We will fight until everything returns to normal. We need support for this. When everything
returns to normal, changes can be seen in our customer profiles. We must be prepared for these
changes. Also, professional assurances should be provided to tourism workers. Especially at such
times, nobody should be dismissed. The infrastructure of this should be established”. (P10).
“During the Covid-19 process, it may be possible that people will continue to have sensitivities
about hygiene and social distance in the future. In this sense, it is necessary to be prepared.
Employees may likewise have expectations about working environments. But it should be acted
especially considering the demands of the customers in this direction”. (P11). Although some of
the participants believe that everything will be the same with the end of the Covid-19 process, it
seems that most of them have the idea that there will be significant changes in the sector.
CONCLUSION, DISCUSSION AND SUGGESTIONS
The Covid-19 epidemic, which brought tourism movements to a halt. To determine how this process
affected the travel agencies in India and in what form and made to reveal their expectations for
the future of travel agents contains basic information and findings related to the study subject.
It is understood that travel agencies are extremely difficult to endure this troublesome process.
To survive the travel agencies during the Covid-19 epidemic period, turning short-term debts and
loans into the long term may allow travel agencies to overcome the crisis period. Tax relief in
tourism can be a relaxing method. On the other hand, it is estimated that some changes will
occur in the travel patterns and consumer preferences of individuals after the Covid-19 outbreak.
Agencies should monitor the changing consumer behaviour closely. Covid-19 has provided
an opportunity to stay at home campaigns, isolations, to use more technological tools, and to
experience online services more. As stated in the study of (Brouder,2020), travel agencies should
focus on employing people who use technology and social media very well and offer employment
opportunities to the young workforce who can use technology well.
The Covid-19 outbreak is thought to affect people economically as well. The purchasing power of
people may decrease after the epidemic. The impressions that (Ioannides & Gyimothy, 2020) made
in his study indicate that Covid-19 will cause losses that can be felt for a long time in the country’s
economies, (Romagosa, 2020) stated that when the epidemic can be taken under control and 2020
will be the lost year for the tourism sector. In this case, it does not seem possible for the travel
agencies to recover in the short term. It is thought that the Covid-19 outbreak may have increased
the sensitivity of people to behavioural patterns such as health, hygiene, and social distance. It is
expected that some sensitivities will occur and some changes will occur in the future. It is thought
that the hygiene expectation of individuals may increase in the hotels, food and beverage venues,
and travels, and the behaviours towards social distance rules may change. Enterprises should be
prepared in this direction.
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The Indian Tourism Industry:
13 Importance of Security and Safety
Manali Gupta*
ABSTRACT
Tourism has become an important sector that contributes to the social and economic development
of any country’s economy. It plays a positive role in boosting various economic variables like GDP,
Foreign exchange earnings, employment generation, Balance of Payment etc. Tourist’s arrival
is vital for the survival of the Tourism industry. There are several benefits of tourist’s arrival on
host destinations. It plants a sense of cultural exchange between foreigners and citizens. Hence
to ensure the arrival of tourists, safety, and security is the main concern at the present scenario.
According to the World Economic Forum Travel & Tourism Competitiveness Index report (2019)1
Tourism as depends upon the set of factors and policies that enable the sustainable development
of the travel and tourism sector. It comprises of 4 sub-indexes, 14 pillars & 90 individual indicators,
distributed among the different pillars. Each of the 14 pillars that make up the index, if addressed
with appropriate policy-making and sufficient investment, has the potential to drive competitiveness
and returns in tourism arrivals and receipts.
The present paper is mainly focused on the historical trend of India’s rank and score in safety
and security index. It includes cross-section data on International tourist’s arrival and tourism
promoting factor (safety and security index score) in Asia Pacific Region in 2019 to establish the
relationship between the variables and giving suggestions on ways to improve it further.
Keywords: Tourism, International tourist’s arrival, safety and security
INTRODUCTION
The tourism industry is defined as the set of services, products and infrastructure which facilitate
and make possible travel and accommodation for different purposes like recreation, leisure,
pilgrimage, business and also in social, medical or legal interests.
Tourism plays a vital role in the economic development of a country. The tourism industry has
made a valuable contribution to attracting a large number of tourists- foreign and domestic,
and this promotes maintaining its culture and heritage. It also assists in fulfilling the business,
* M.PHIL. (Economics), University Department of Economics, Ranchi University, Ranchi, Jharkhand.

The Indian Tourism Industry: Importance of Security and Safety 89
social, educational, legal needs of the people. Its contribution to employment generation, income
generation, Gross Domestic Product, foreign exchange earnings, infrastructure growth etc. is
significant. Thus it acts as a catalyst in stimulating the overall economic growth.
Safety and security2 are vital for providing quality service in tourism. More than any other economic
activity, the success or failure of a tourism destination depends on being able to provide a safe
and secure environment for visitors. Violent crime, especially directed against tourist, has become
common in the countries. The National crime record bureau (NCRB) only started collecting data
on crimes against foreigners, including foreign tourists since 2014. In 2014, India recorded 384
cases of crimes against foreign tourists when about 34 lakh foreign tourists visited the country.
Thus the crime rate was 11.3 in 2014. The highest incidents of crime against foreign tourists were
reported in Delhi, which accounts for about 135 cases (35.2%) out of a total of 384 cases reported
in the country. This is followed by states of Goa (66 cases), Uttar Pradesh (64 cases), Rajasthan (31
cases), Maharashtra (25 cases), Bihar (13 cases) and Karnataka (11 cases) during 2014. Thus, it
must recognize that when the environment is safe, the visitor is also safe and that if the travel and
tourism industry emphasizes security, it will have a good chance of surviving.
India, as a tourist destination is becoming popular due to the presence of various enabling factors.
Still, due to lack of safety and security, its growth is comparatively slow compared many countries,
and the performance of the Travel and Tourism industry has not increased proportionately. So In
light of its importance, it is required to highlight the impact of safety and security on International
tourist’s arrival.
OBJECTIVES OF RESEARCH WORK
1. To study the position of the Indian tourism industry in the global context.
2. To study the impact of safety and security on the growth of tourism in Asian countries.
3. To draw the attention of policymakers and economists towards the importance of safety and
security in the tourism industry.
4. To highlight the proposed action plan of the Ministry of Home Affairs & Ministry of Law and
Justice, Government of India, to improve India’s position in the global context.
HYPOTHESIS
To fulfil the above objectives, the hypothesis has been framed.
1. H0: There is no significant relationship between safety and security (Y) with International
tourist arrivals (X).
2. H1: There is a significant relationship between safety and security (Y) with International tourist
arrivals (X).
METHODOLOGY
Data source: The present study mainly based on secondary data only. It includes the time
series data on International tourist arrivals in India from 2011 to 2019 and also the historical
trend of India’s rank and score in safety and security index. It also includes cross-section data on
International tourist’s arrival and tourism promoting factor (safety and security index score) in the
Asia Pacific Region in 2019. The secondary data is collected by RBI bulletins, Government of India,
statistical department of India, reports like Travel and tourism competitiveness index reports and
journals etc.
RESEARCH DESIGN
It is essential to highlight the factors that enable the sustainable development of travel and tourism
sector which have been comprehensively summed up by the World Economic Forum Travel and
Tourism Competitiveness Report and are prepared every two years. In 2019 the report presented
the travel and tourism competitiveness of 140 countries and measures the factors that enable the
sustainable development of both travel and tourism, which in turn contribute to the development
of a nation. Altogether, 90 individual indicators are used to compute four sub-indexes and its 14
pillars. The present study uses only pillar 2 (safety and security) and its five different indicators
as a base to access the status of factors and policies promoting travel and tourism in Asia Pacific
Region and also India’s status in the World context and also the impact of these promoting factors
on International tourist arrival in Asia Pacific Region.
Pillar 2: Safety and security
This pillar deals with parameters of national security and measures the extent to which a country
exposes tourists and businesses to security risks mainly related to severe harm to people (violence
and terrorism), petty crime is not taken into account.
It is important to notify that index of terrorism incidence & Homicide rate is included since 2015
in place of Road traffic accidents.
Indicators: Pillar 2 has a total of 5 Indicators stated below –
1. The business cost of crime and violence
2. Reliability of police services
3. The business cost of terrorism
4. Index of terrorism incidence
5. Homicide rate
Variables: International tourist arrivals (X) as a dependent variable and Safety and Security
indicators (Y), Business cost of crime and violence (Y1), Reliability of police services (Y2), Business
cost of terrorism (Y3), index of terrorism incidence (Y4), and Homicide rate (Y5) are as independent
variables.
Analysis tools: The semi-log regression model has been taken in this paper. The descriptive
statistical tools like mean, standard deviation, percentage and coefficient of variation have been
taken. And the inferential statistical tools like correlation, regression analysis, both multiple and
straightforward and significance will be tested at 1% & 5% level of significance by tests like t-test
have been taken in this paper.
Sample size (N): 22 Asian countries
INTERNATIONAL TOURIST ARRIVAL IN INDIA
India is a unique destination for domestic and foreign travellers. India is a huge country with great
values. The saying “Athithi Devo Bhava” welcomes and pleases the foreign arrivals.
Table 1: International Tourist Arrival (ITAs) in India, Share and Rank of India in ITAs in World
During 2001 To 2018
Note: - from 2014, ITR= FTA + NRI
SHARE OF INDIA IN SHARE OF INDIA IN ASIA PACIFIC

ITAs IN INDIA
WORLD REGION
YEAR
NUMBERS (in ANNUAL
IN (%) RANK IN (%) RANK
millions) GROWTH (%)
2007 5.08 14.3 0.57 41 2.79 11
2008 5.28 4 0.58 41 2.87 11
2009 5.17 -2.2 0.59 41 2.85 11
2010 5.78 11.8 0.61 42 2.82 11
2011 6.31 9.2 0.63 38 2.89 9
2012 6.58 4.3 0.63 41 2.82 11
2013 6.97 5.9 0.64 41 2.79 11
2014 13.11 NA 1.15 24 4.86 8
2015 13.76 5.0 1.15 24 4.84 7
2016 15.09 9.2 1.21 26 4.90 8
2017 16.81 11.8 1.26 22 5.19 7
2018 17.42 3.7 1.24 22 5.05 7
Source: - Indian Tourism Statistics 2019 Page No- 7-8, Indian Tourism Statistics At A Glance, 2019 Page No-
4, Ministry of Tourism, Government Of India
The table above shows that the growth rate of international tourist arrivals in India (2010 to 2018)
has been in general higher than the growth rate of the economy. Whereas the share of India in a
number of global tourists is rising, the overall rank of the country is falling in both the World and
Asia Pacific region. It shows the huge opportunity and potent ability in Indian tourism Industry.
Table 2: India’s Rank in World Economic Forum Travel & Tourism Competitiveness Index
Report, Economies Covered in the Report and Report’s Theme During 2011 To 2019
India’s Overall
S. No. Year Economies Covered Theme
Rank
1 2011 68th 139 Beyond the Downturn
Reducing Barriers to Economic Growth and Job
2 2013 65th 140
Creation
3 2015 52nd 141 Growing through Shocks
Paving the Way for a More Sustainable and Inclu-
4 2017 40th 136
sive Future
5 2019 34th 140 Travel and Tourism at a Tipping Point
Source: World economic forum travel & tourism competitiveness index reports 2011, 2013, 2015, 2017 and
2019
Table 3: Safety & Security Indicators and India’s Rank & Score in Safety & Security Indicators
During 2011 To 2019
India’s Rank (Score) In Safety & Security Indicators (Years)
S. No. Safety & Security Indicators
2011 2013 2015 2017 2019
1 SAFETY & SECURITY 78 (4.6)
th
74 (4.7)
th
129 (3.8)
th
114 (4.1)
th
122nd (4.5)
The business cost of crime and
1.1 127th (4.4) 62th (5.0) 97th (3.8) 80th (4.4) 77th (4.4)
violence (Y1)
1.2 Reliability of police services (Y2) 68th (4.2) 69th (4.3) 88th (3.8) 53rd (4.7) 60th (4.6)
The business cost of terrorism
1.3 67th (5.0) 110th (4.8) 123rd (4.0) 120th (4.0) 111th (4.5)
(Y3)
Index of terrorism incidence
1.4 NA NA 136th (1.0) 126th (1.0) 137th (2.6)
(Y4)
1.5 Homicide rate (Y5) NA NA 70th (4.0) 69th (3.2) 75th (3.2)
Source: World economic forum travel & tourism competitiveness index reports 2011, 2013, 2015, 2017 and
2019
In the above table, the historical trend of India’s rank and value in Pillar 2 (Safety & security)
indicates that India’s rank has decreased from 78th position in 2011 to 122nd position in 2019.
However, the score increased from 4.1 in 2017 to 4.5 in 2019.
DATA ANALYSIS
pillar 2: safety and security: - It includes the composite value of all five indicators of safety and
security
A) The business cost of crime and violence: It measures the extent of the incidence of crime and
violence imposes costs on businesses.
Value: On 1 to 7 scale (1= to a great extent, imposes huge costs; 7= no cost at all)
B) Reliability of police services: It measures the extent of police services which relied upon to
enforce law and order in a country.
Value: On 1 to 7 scale (1 = cannot be relied upon at all, seven = can be wholly relied upon)
C) The business cost of terrorism: It measures the extent of the threat of terrorism impose costs
on businesses in the country.
Value: On 1 to 7 scale (1 = to a great extent, imposes huge costs, 7 = no cost at all)
D) Index of terrorism incidence: This indicator refers to a simple average of the number of
terrorism-related causalities and the number of terrorist attacks. This index has been created
based on data contained in the START Database (National Consortium for the Study of
Terrorism and Responses to Terrorism)
Value: On 1 to 7 scale (1 = most attacks/casualties, 7 = no attack/casualties)
Total Number of terrorist attacks+Total Number of Terrorism Causalities
Value of country=
2
Here both, Total number of terrorist attacks and the Total number of terrorism casualties have
been normalized on a scale of 1 to 7
E) Homicide rate: This indicator refers to the number of Homicide cases per 100000
populations
Total Number of Homicide Cases×100000
Value of Country =
Population of the Country
Note: Higher value means worse outcome.

Table 4: List of Asian Countries and International Tourists Arrival & Score in
Safety and Security Pillar and Its Component in 2019
Rank in Rank in Rank in
Rank in Rank in Rank in
Index of Business Business Cost
Asian Countries Homicide Reliability of Safety And
Terrorism Cost of of Crime and
Rate Police Services Security
Incidence Terrorism Violence
AUSTRALIA 88 29 53 12 36 19
BANGLADESH 126 66 121 113 102 105
BRUNEI DARUSSALAM 1 8 22 43 19 20
CAMBODIA 25 59 114 118 97 102
CHINA 111 15 85 63 64 59
HONG KONG SR 1 6 24 6 8 5
INDIA 137 75 111 60 77 122
INDONESIA 109 9 113 72 83 80
JAPAN 83 1 62 9 16 13
KORIA, REP. 44 22 72 35 38 30
LAO PDR 81 103 89 87 66 83
MALAYSIA 86 62 65 29 47 34
MONGOLIA 1 93 34 82 51 62
NEPAL 122 64 104 80 91 91
NEW ZEALAND 36 31 10 8 29 10
PAKISTAN 140 84 129 100 112 134
PHILIPPINES 136 119 127 123 116 135
SINGAPORE 1 3 52 2 5 6
SRI LANKA 97 69 83 94 74 78
TAIWAN, CHINA 59 26 60 32 37 26
THAILAND 133 77 115 107 87 111
VIET NAM 1 49 59 76 68 58
Source: World economic forum travel & tourism competitiveness index reports 2019
Table 5: List of Asian Countries and International Tourists Arrival & Score in Safety and
Security Pillar and Its Component in 2019
Safety Business
Reliability Business Index of Homicide
International Cost of
and of Police Cost of Terrorism Rate (Y5)
Asian Countries Tourists Arrival Crime and
Security Services Terrorism incidence
in Million (X) Violence
(Y) (Y2) (Y3) (Y4)
(Y1)
AUSTRALIA 8815300 6.1 5.2 6.1 5.4 7 0.9
BANGLADESH 125000 4.9 3.9 3.4 4.2 6.2 2.5
BRUNEI DARUS-
259000 6.1 5.5 5.1 5.9 7 0.5
SALAM
CAMBODIA 5602200 5.1 4.1 3.2 4.4 7 1.8
CHINA 60740000 5.6 4.8 4.6 5 6.8 0.6
HONG KONG SR 27884500 6.4 5.9 6.3 5.8 7 0.4
INDIA 15542900 4.5 4.4 4.6 4.5 2.6 3.2
INDONESIA 12948000 5.4 4.3 4.4 4.4 6.8 0.5
JAPAN 28691100 6.2 5.6 6.2 5.3 7 0.3
KORIA, REP. 13335800 5.9 5.2 5.5 5.2 7 0.7
LAO PDR 3256800 5.3 4.7 4.1 4.9 7 7
MALAYSIA 25948500 5.9 5 5.6 5.2 7 2.1
MONGOLIA 469300 5.6 4.9 4.1 5.7 7 5.7
NEPAL 940200 5.2 4.2 4.2 4.6 6.4 2.2
NEW ZEALAND 3555000 6.3 5.3 6.2 6.1 7 1
PAKISTAN 965500 3.7 3.7 3.7 3.6 1 4.4
PHILIPPINES 6620900 3.6 3.5 3 3.7 2.6 11
SINGAPORE 13907500 6.4 5.9 6.5 5.4 7 0.3
SRI LANKA 2116400 5.4 4.5 4 5 6.9 2.5
TAIWAN, CHINA 10739600 6 5.2 5.5 5.3 7 0.8
THAILAND 35482500 4.8 4.3 3.5 4.3 5.2 3.2
VIET NAM 12922200 5.6 4.6 4.3 5.3 7 1.5
Source: World economic forum travel & tourism competitiveness index reports 2019
REGRESSION
a. Dependent Variable: log(X)
b. Predictors: (Constant) Y1, Y2, Y3, Y4, Y5
Regression model [log(X) = α + β1Y1+ β2Y2+ β3Y3+ β4Y4+ β5Y5]
Table No 6: Stata (Stata-10.1) Output of the Square Semi-Logarithmic Regression for the Study
Area as a Whole
MODEL SUMMARY
Std. The Change Statistics

R Adjusted R
Model R error of the
Square Square F Sig. F
Estimate df1 df2
Change Change
1
0.711 0.506 0.352 0.586886 3.277 5 16 0.032
ANOVA
Model Sum of Square df Mean Square F Sig.
Regression 5.643
5
1.129
Residual 5.511
16 3.277 0.032
1 0.344
Total 11.154
21
COEFFICIENTS
Model Unstandardized Coefficients

t-value p>t
Std. Error
B
(Constant) 6.350 1.056 6.061 0.000
Y1 0.102 0.309 0.332 0.744
Y2 0.572 0.190 3.010 0.008
Y3 -0.831 0.296 -2.806 0.013
1
Y4 0.170 0.109 1.553 0.140
Y5 0.086 0.086 1.282 0.218

The first part of the table displays the descriptive statistics. The total numbers of observations
are 22. These five independent variables explain the R2 (the coefficient of determination) value of
0.506 means about 51% of the variation in international tourists arrival in Asian countries. Here R2
is an increasing function of the number of explanatory variables. It means if one adds an additional
variable in the model, the R2 values increases. This is also called the game of “maximizing” R2, i.e.
higher the R2, better the Model (DamodarGujrati 2011). The term “adjusted” means adjusted for
the degrees of freedom, which depend on the number of regressors or explanatory Variable in
the model. The value of adjusted R2 is 0.352, which is lower than the value of unadjusted R2. The
test of regression coefficients (test of the overall significance) was carried out by F-test (Analysis
of Variance) or P-value of F-test. The null hypothesis was formulated as there exists a difference
among all regression coefficients (H 0: βi = 0) or all slope coefficients in the square Semi-logarithmic
regression are simultaneously equal to zero. The F value is 3.277, but its P-value (0.032) is low. It
concluded that the null hypothesis is strongly rejected. It means all coefficients of variables in the
square Semi-logarithmic regression are not simultaneously equal to zero. Thus the overall model
is significant at 5 % level of significance.
In the above coefficient table, the explanatory variables, their estimated coefficients, the standard
errors of coefficients, the t-statistic of each coefficient, which is simply the ratio of estimated
coefficient divided by its standard error, and the P-value or the exact level of significance of the
t-statistic.
The null hypothesis for each coefficient is that the population value of the coefficient (βi) is zero,
i.e. the dependent Variable is not influenced by the particular independent Variable, when other
independent values are constant—the smaller the P-value, the greater the evidence against the
null hypothesis.
Based on the output of this regression model, only one Variable, i.e. Y2, is significant Variable at
1% level of significance (P-value=0.001). It means the Reliability of police services (Y2) positively
influence the International tourists’ arrival. If the extent of police services relied upon to enforce
law and order increases, then the International tourist’s arrival also increases.
CORRELATION
VARIABLES PEARSION CORRELATION Sig. (2-tailed)

Log(X) and Y1 0.207 0.355
Log(X) and Y2 0.467* 0.028
Log(X) and Y3 -0.109 0.628
Log(X) and Y4 0.128 0.570
Log(X) and Y5 -0.206 0.358
*. Correlation is significant at the 0.05 level (2-tailed).

Note: - However, only one Variable (Y2) is significant at 5% level of significance. But the other
independent variables are also co-related with International tourist’s arrival, and there is some
impact of these variables on the International tourist’s arrival.
GOVERNMENT INITIATIVE TO PROMOTE TOURISM
Proposed Action Plan of Ministry of Home Affairs, Ministry of Law and Justice (Ministry of
Tourism report 20193,
Short Term Plan

Community Awareness & Educational Activities Program:
I. “SGSecure” public awareness campaign in Singapore55 was done to improve emergency
preparedness, promote security awareness, and build national resiliency by the launch of SG
secure mobile application where citizens can receive alerts during major emergencies, can
seek assistance and provide information to the authorities. They also launched an SGSecure
website which offers facts about growing threats, E-learning module and is focused on three
areas as follows:
� Stay Alert (Community Vigilance): Look out for and report any security threat and remain
vigilant after an attack.
� Stay United (Community Cohesion): Build stronger community ties and safeguard
Singapore’s racial and religious harmony and stand together in peacetime and after an
attack.
� Stay Strong (Community Resilience): Learn how to protect ourselves and those around us
if caught in an attack and help each other to bounce back quickly after an incident.
II. Austin City (USA) is the only city to have an Instagram account of its police department.
They upload videos about safety tips and General Awareness to reach out to masses. This
has helped them in improving their image amidst the public.56 Promotion and informational
activities like social media visibility, newspaper advertisements, radio shows etc. have helped
in spreading awareness as well as building a strong relationship with citizens.
MEDIUM-TERM PLAN
I. Capacity Building Training (CBT) Programs for Officials and Civilians: Soft skill training
programs where Policemen should be trained in “soft skills” along with management and
communication skills such as responding to telephone calls, talking to visitors etc. Training can
be outsourced to the third party where experts give training to police personnel once or twice
in a month. Also, training can be provided in interviewing of victims and witnesses and scientific
interrogation of suspects and accused. Hence, Ministry of Home Affairs in collaboration with
Police Department, NGOs and private entities should conduct soft skills training programs for
police personnel and also, sensitization workshops towards issues of gender, SC/ST, minority,
children, physically challenged and other weaker sections once a month. This will not only
improve the quality of Police services but will also enhance the interaction level of people
with Police. Also, quality education can be provided to all by improving the government’s
service provision capacity, targeting educational access for girls and self-defence training
in schools. For example, In Afghanistan, USAID (United States Agency for International
Development) programs helped train 154,000 teachers, is including more than 54,000 female
teachers in military training. This improved the availability of trained female teachers and
also the enrolment rate of female students because the cultural norms in Afghanistan sharply
limit the degree to which male teachers can teach female students. Hence, Ministry of Home
Affairs can collaborate with USAID or similar type of NGOs with the help of military officials
hired specifically for training purpose to provide compulsory training to all men, women and
children through a planned method.
II. Anti-money laundering laws: Government of India has made amendments in the Prevention
of Money Laundering Act in 2009 that has increased vigil on the flow of money and funding
received by terrorist organizations. The Prevention of Money Laundering (Amendment) Bill
2011 was necessitated because of India being an essential member of the Financial Action
Task Force and to bring prevention of money laundering legislation on par with global norms.
The said Bill is still pending for approval in the Parliament. Hence, a short-term plan for the
Ministry of Home Affairs and the Ministry of Law and Justice is to take action to get the bill
passed in the Parliament.
LONG TERM PLAN
I. Legislation & Law Enforcement
� Decentralization: India has continued to address terrorism-related activities through
its existing but not so effective statutes, including the Unlawful Activities Prevention
Act (UAPA) (1967), the South Asian Association for Regional Cooperation Convention
on Suppression of Terrorism Act (1993), and various state-level laws. For example,
Indonesia, in 2000, at a stroke replaced the previous system of centralized government
and development planning with a wide range of decentralization programs. The reforms
gave greater authority, political power, and financial resources directly to regencies and
municipalities, by-passing the provinces. Thus, the Ministry of Law and Justice can think
of a mechanism to implement a decentralizing power system in India.
� Enhancing Countering Violent Extremism (CVE) Pakistan Transition Initiative (2007–
Present): USAID’s Office of Transition Initiatives with its programs in Karachi and Southern
Punjab seeks to counter violent extremism to building a foundation for political and
social development in conflict-prone communities in Pakistan. Working with concerned
ministries, local governments, community groups, and the private sector, USAID provides
positive opportunities for residents to develop skills, reinforce values of tolerance and
mutual respect, and develop counter-narratives. Separately, in Pakistan’s FATA/KP region,
USAID supports the Pakistani government’s efforts to make communities resilient to
extremists by strengthening community-government ties through locally-driven projects.
Hence, Ministry of Home Affairs can adopt similar policies of USAID to implement CVE
program in India in the areas which have been majorly affected by the terrorism activities
in recent years (Mumbai, Delhi, West Bengal etc.)
� Skill and Infrastructure Development
� Another reform is using technology to supplement manpower: For example, UAE is
reducing their crimes by using AI (Artificial Intelligence) Crime Detection, In USA, Cameras
and Surveillance systems have been using AI to perform tasks like facial recognition,
license plate reading and unattended bag detection for years, Singapore’s island-wide
network of police cameras has helped fight their domestic crime. They have installed
over 62,000 cameras in 10,000 Housing and Development Board (HDB) blocks and multi-
storey car parks (MSCPs) as part of a program known as PolCam 1.0. Thus, on similar lines,
Ministry of Home Affairs can collaborate with all state police departments to implement
the above mentioned advanced technologies to boost the infrastructure and capability of
the police forces.
II. Signing Country Program with UNODC (United Nations Office on Drugs and Crimes):
Ministry of Law and Justice can sign a Country Program with The United Nations Office on
Drugs and Crime (UNODC). It can also collaborate with the Ministry of Home Affairs for its
successful implementation.
SUGGESTIONS
Tourists are more vulnerable in a physical and social space that is not their own, and they regularly
give out obvious signs that they are tourists and strangers. They carry large amounts of money
or other valuables goods and often carry in a relaxed way, so tourist is the easy target for the
criminals. And also tourists almost not ever return to provide evidence in the case of a criminal
offence. Alarmed after the 2008 Mumbai attacks, many Western Countries have issued advisories
to travelling to India regarding terrorist attacks in the country mentioning the reason that India is
supposed to be on the top lists of terror groups, Western Countries are more concerned about the
security of their citizens.
However, in India, public awareness campaign, community awareness and educational activity
related to safety &security, advertisement of tourist places, communication network, surveillance
system etc. are implemented. Still, the lack of proper monitoring of this activity negatively impacts
the Tourism sector. So there is a need to maintain the available resources, adequate monitoring
of the development programs and also to improve the manpower planning, i.e. putting a right
number of people, right kind of people at the right place, right time, doing the right things for
which they are suited for the achievement of goals of the organization.
REFERENCES
[1] World Economic Forum Travel & Tourism Competitiveness Index report (2019); “Travel and Tourism at a
Tipping Point”, p. ix. Retrieved from http://reports.wefo rum.org/ttcr.
[2] Press Information Bureau, Government of India, Ministry of Tourism (14th Mar 2016); “Crime against women
tourists”, http://pib.gov.in accessed on 18th Oct 2019.)
[3] Ministry of Tourism (2019), “Final Report on Study, Analysis and Development of Action Plan based on
World Economic Forum Ranking System for Travel & Tourism Competitiveness for India”, p. 102-108.
Artificial Intelligence (AI) & Its
14 Implications in the Hospitality
Industry
Vipul Bhandari*
ABSTRACT
With the beginning of the 21st century, the entire World has observed the great advancements
in digital technology and its implications. With the advent of the Internet, the whole perspective
of Global viewing has tremendously been changed. The innovation in technology has affected
all type of industries, businesses, institutions and firms. Hospitality industry remains the biggest
prey of all the technological changes that happen around. The advancements have tremendously
wobbled hotels, restaurants, catering sector and other divisions in digital innovations; and Artificial
Intelligence (AI) has successively being implied in the current processes of the hospitality firms, to
improve the guest experiences and build on the smart businesses. Also, with the arrival of Covid-
19, more of the contact-less guest service is being preferred. The organizations are very keen &
peculiar on observing, selecting and knowing the pros and cons of the Al, as it not only reduces
the operational costs but also improves the brand image and customer’s satisfaction, eventually
leading to the real-time asset of revenue building. Also, for the greater survival of the organization
and to meet the expectations of the clients, hospitality firms have to incorporate the smart features
of artificial intelligence and other analytical developments, in their current working technologies.
Keywords: Artificial Intelligence, AI, Robots, Automated, Digital, Technology, Innovation,
Experiences, Data
INTRODUCTION - UNDERSTANDING ARTIFICIAL INTELLIGENCE

According to Oxford Dictionary, ‘Artificial Intelligence (often referred to as AI) is being defined
as the theory and development of computer systems able to perform tasks normally requiring
human intelligence, such as visual perception, speech recognition, decision making and translation
between languages’. One of the biggest IT firm, Accenture (2018) defines AI as “a collection of
multiple technologies – from machine learning to natural language processing – that allows
machines to sense, comprehend, act, and learn.”
* Academic Coordinator & HoD – F&B Services, Servo Hospitality School, Dehradun, Uttrakhand.
Artificial Intelligence (AI) & Its Implications in the Hospitality Industry 101
In the hospitality industry, luxury and leisure producing technologies & advancements are being
collaborated at a very high pace. According to PricewaterhouseCoopers, 25% of the jobs in
hospitality will be automated by 2030s in USA (Gupta, 2018). The CEO of HIS, Japan, foresees
that more than 50% of the hotel jobs in Japan will be performed by the self-driven machines
(Semuels, 2018). The organization by name, McKinsey Global Institute forecasts that by 2030, the
current 400 million to 800 million jobs will be automated (Meyer, 2017). With the imperatives
of the “Fourth Industrial Revolution” (Schwab, 2016), the substantial application of the artificial
intelligence can deliver the prompt, accurate, hassle-free services and also over the period, it
keeps on improving data management and forecasting people’s desire of procuring new things. By
collaborating the data from each point of contact in the hotel, the organization can upgrade their
services, eliminate the extra costs, and can customize guest services.
Moreover, that’s the ‘Hospitality’ all about; knowing & acknowledging the guest’s needs, followed
by the smooth delivery of the best of the experiences. Guests will be far more comfortable to
interact with the customized artificial intelligence innovations, as all their concerns can be
answered in a more reliable, systematic and prompt way. Also, in this COVID era, touchless
delivery has become a new norm. According to research performed by Travelzoo (2016), 73% of
the tourist welcomes robots as a porter, 69% of people accepts them as the stewards, and 68%
are happy to be served by them as a room service personnel. With every guest interaction, the
quality of the service delivery and guest experiences will rise, thus elevating the critical backhand
processes and minimizing the contact time. The use of AI is much enormous & glorifying, in terms
of technical connections. Hospitality brands like Marriott, Hilton, Intercontinental, Radisson, Taj
& many more have already started imbibing & observing the grandeur impacts and effects of the
Artificial Intelligence in their respective hotel chains.
THE IMPACT OF AI WHILE BOOSTING THE SERVICES & EXPERIENCES IN THE HOSPITALITY
FIRMS
The hospitality industry is the right place to examine the best of technologies and digital
innovations, especially for the Artificial Intelligence, Internet of Things (IoT), Automated Robots,
and thus building on the Wow experiences. The best of guest experiences or the antecedents
of customer service are the guest engagement, their focus area, satisfaction level, same service
standards & quality throughout the entire process (Lemon & Verhoef 2016). The articulated AI can
work upon the daily chaos in a wink of time, producing a higher level of service, that too with the
finest of accuracy.
1. The role of robots & other autonomous machines in the hospitality firms, while performing
the tasks, such as the safe & sound delivery of food items to the guests, picking up laundry
from the rooms, operating the cart within the premises; enables the employees to target
more on the other potential areas of work. This innovation has been accepted by a few hotels
(Yang et al., 2020) as of now. The key benefit of automated robots are :
a. They can work for a long hour, 24x7, that too without getting sick, bad health or getting
exhausted.
b. Again, the job performed by them will not require any kind of salary or incentives.
c. They don’t undergo ‘bad days’ or possess an unpleasant tone.
d. A robot induced with artificial intelligence can work in the critical cognitive environment,
with the best of results and performances.
utomated robots can have more benefits to the organization by creating productivity to
A
employee’s work, and thus not pushing them out of a job. Both machines and humans need
to work alongside for the benefit of guests, staff and the organization. Wherein, robots can
perform all the hard and tedious work, and the associate can still answer all the queries and
explain varieties available to offer (Peters, 2018).
2. Then, some hotels have enabled the voice controller feature in their service associate’s
application system, while they converse with their client. Any loophole by the associate such
as lack of information, confidence or a pleasant tone will be backed up by the automated
system, thus saving on the overall meet between the duos.
3. While the association is providing a solution to a raised query of the customer via digitally
loaded message application feature; suggestions get shared to associate, before he/she sends
out any response to the guest, which can be applied or removed by the associate.
Thus, an AI based technology responds to all the customer’s concerns, builds on the large message-
based queries system and reduces the calls ratio to the associate, without raising the number of
jobs in an organization.
Adoption of the extra space for Artificial intelligence in the hospitality industry
1. Humans & Robots
Professor Dragan defines robots as: “A robot is a physically embodied artiﬁcially intelligent
agent that can take actions that have effects on the physical world” (Simon, 2017). To build more
value to itself, the robots have to far outweigh their competitor in the allotted job (Consortium
of Cognitive Science Instruction, 2018). Robots equipped with artificial intelligence technology
is the latest trend in the industry. One such example that has been very well articulated is
called, ‘Connie’ by the Hilton Hotels. It was World’s first robots that have been integrated with
AI in the year 2016, named after its founder Conrad Hilton (Davis, 2016). It is programmed
to share hotel’s detail like rooms, restaurant, bar, spa, lounge, shopping arcade, coffee shop,
banquet, local sightseeing, menu and many more to any of its customers, just like any of their
knowledgeable associate (Davis, 2016). The best part is that it’s able to converse in multi-
language, build upon itself from guest’s interaction & experiences and provide the solution to
different individuals depending upon their needs and queries, thus enhancing its self-delivery
mode, with each query raised. It is digitally designed in such a way that, it can understand
and translate the things around in the same fashion as of people, via its technological senses,
mechanical structure, analytical thinking, quick responses and past guest’s interaction (Trejos,
2016).
2. Facial recognition application: a smart check-in system
AI enabled technologies can assist guests with the smarter check-in process via quick facial
recognition, which is currently gaining popularity (Samla, 2020) or by the smartphone
synchronization, thus lowering the guest traffic & traditional style of the check-in procedure.
People have to undergo large processes of documents check at airport, immigration, customs,
which makes them frustrated (Patel, 2018). Hence, with the help of facial recognition
application system, the customer can be first recognized by the technology and then details
can be verified by the photograph presented in their document. So, with the help of the
facial recognition system, a customer can efficiently perform the check-in procedure at the
airport and other check-ins points, without the procedure of document check at different
levels such as custom, immigration etc. (Chang and Yang, 2008). It is currently used for an
airline, by the organization ShoCard (Saulat, 2018). An in-depth study on the airport’s facial
recognition system has been performed by Del Rio et al. (2016), who states that AI gives ample
opportunities for analyzing the data and hence help in excellent decision making by having a
close look in their similar patterns.
3. Quick service solution on your fingertips via Chatbots
Robotic digital systems are the AI based software that is “not physically present and are only
digitally embodied with the graphics of a robot” (Tung and Law, 2017, p. 2500) and exists in the
forms of text or voice (chatbots). Nowadays, message-based query system, with AI enabled
smart applications, is making a big-time solution for almost all the medium and large hotel
chains. Over hotel’s websites, Facebook, Instagram, tweeter and other social media platforms,
chatbots have been integrated for instantaneous responses, to multi questions of the guests.
The Marriott’s chatbots not only enhance the guest service experiences but also reduction in
labour costs had been observed (Mest, 2017) The virtual talk with the organization is now more
via chatbots and not by humans (Hill, Ford & Farreras, 2015; Xu et al., 2017) It is a great tool
when it comes to anticipating the guest needs & query and proactively directly the call to the
concerned department. The best feature of chatbots is that it’s open for 24x7. To a chatbot, a
tourist can raise a question about booking by merely providing details such as name, location,
date, time, price, special preferences etc. & hence avoiding the traditional and tedious style
of typing (Ahmed and Singh, 2015). The leading hotel chain, Marriott International, has gone
a step further while collaborating the chatbots with a robotic butler, ‘ChatBotlr’ (Bethesda,
2017). It allows the customers to avail multi services of the hotel by merely typing a text or by
voice-based message in their smartphones. The requirement of food & beverage, restaurant
reservation, city tour, spa booking etc. is just on your fingertips. Hence, removing all the
hassles of the guest right from their booking a room till the departure feedback (Bethesda,
2017). Hotels like Hyatt and Marriott hotels have started using the chatbots (Gajdos ˇı ‘k and
Marcis ˇ, 2019).
4. Big data interpretation for a higher level of service
AI enabled technologies to help in seeking, anticipating, analyzing and sorting the larger data
of guests, in a very short period and that too with accuracy, which is very difficult if performed
by the humans. The data generated is very useful and can be used as a competitive edge. Data
provides guest’s taste, preferences and alternatives towards various verticals such as food &
menu, room’s pricing & facilities, accompaniments ratio, channels varieties, extra towels &
linens, bags design, toiletries flavours, supplies quantity etc. A hospitality firm by name, ‘Caesars
Entertainment’, viewed & generated extensive data of customers like their contact details,
personal preferences, financial transactions at each outlet and from all the gatherings tailor-
made the guest’s delight, according to their behavioural skills and characteristics (Rijmenam,
2013). Through their ‘Total Rewards Loyalty Program’, Caesars Entertainment emerged as the
most prominent hospitality firm while incorporating “Big Data driven marketing and customer
service” (Marr, 2019).
5. Multi-talented Amazon’s Alexa

Another amazing tailor-made AI innovation is Amazon’s Alexa, which has taken the hospitality
service sector to the next level. Alexa operates by the voice command of its mentor. It
effortlessly receives and sends the message directly to the concerned department, without
the guest picking and typing a single word in their smartphone, for any kind of service.
Working through the customer’s voice commands, it flawlessly delivers the message in one
go, resulting in better, faster and smoother service, altogether.
6. Auto-update of rooms pricing
Analyzing the highly potential & prospective client’s footfall for any local events or cultural
activities, the artificial intelligence inbuilt technologies can dynamically reorganize the hotel
pricing, which eventually will increase the occupancy level and the profits margins (Pounder,
2015). Dynamic pricing is peculiar to time and lifestyle conscious (Yaghmaee et al., 2016). One
of the best examples, in this case, is Airbnb. The technology of AI can be utilized in the areas
where the demand exceeds the delivery, to the people. Hence, future prospective target areas
can be traced out.
7. Personalized service at your footsteps
In coming years, the concept of driver-less cars shall be a new norm, and it can be seen running
on the streets soon, as promised by the automobile producers (Heineke et al., 2017). Hence,
the automated cars can be easily self parked in the allotted zones; early morning newspaper
delivery wouldn’t be a hurdle any more with the inbuilt AI technology, routine scheduled
maintenance and cleaning would automatically take place by itself with the help of a digitally
loaded machine. Wifi resource shall be instantly enabled in a single touch on the mobile
phone. Room’s air conditioner, light intensity, door locks and curtains will be automatically
adjusted on a guest’s voice command, as per their prior preferences made while booking of
the room.
8. COVID 19 – the global pandemic
In the current scenario, C-19 is the primary reason for the adoption of Artificial intelligence
in hospitality firms. Most customers and staff would like to prefer the minimum of physical
contact and looks for touch-less delivery and experiences to happen, in this era of COVID. It
‘sIt is a new norm, which states that there have to be 6 feet social distancing between people,
as to avoid physical contact with each other. Hence, artificial intelligence comes to rescue
in this regards. The more of AI technology-based devices are installed at the workplace, the
much safer and successful service environment will be developed.
CHALLENGES & ISSUES WHILE ACCEPTING THE AI INBUILT TECHNOLOGIES
Even though the enormous & magnifying prospects of Artificial Intelligence seems wonder and
many of its future endeavours are in their best development phase; still, some limitations illustrate
the shortcomings of it (Reddy, 2006). Many unturned stones need to be recognized & turned up
with the current progression in analytical technology.
1. The Artificial Intelligence, with its extraordinary endurance capacity, has shown its mettle in
the field of the hospitality, by proving the best of customer service, big data management,
prompt response, flawless delivery, deepest accuracy, however, it still can’t surpass the efforts
of human intelligence, as the technology is in the developing phase (Laurent et al.,2015).

When it comes to major problem-solving issues, the guest looks for live interaction with a
person, as the AI innovations are programmed & designed to offer general solutions & not
for emergencies. For example, a robot is guiding a guest towards a restaurant, and he (guest)
receives a severe back pain or faces an asthma attack. In that case, the robot cannot do
anything and will still say ‘how may I assist you’, as he is programmed to guide & interact
with the people. An associate, on the other hand, would at least call for an emergency, if
not able to offer personal assistance to the guest. So, when it comes to an emergency, the
guest depends upon the live person to interact with (Lommatzsch, 2018). This means that the
technology doesn’t quickly adapt to the situation. People are more prone to several actions,
reactions, emotions and responses, which help them to communicate better, in comparison
to the limited and routine working style of analytical innovation. It’s a complicated job of
building artificial intelligence machines for sudden and exigency tasks.
2. Another concern with AI is the big data storage security and its application in later stages.
Artificial intelligence incorporates a big and serious risk to people’s data (Tene and Polonetsky,
2012). Data related to the defence system, aeronautical sector, oil & gas, finance industry and
many more are on high risk and can be easily fetched by the facial recognition application.
Even not every individual has the same comfort level of responding to new things (Slade et al.,
2015), hence may not open up for facial recognition. Many countries resist incorporating the
application henceforth (Bowyer, 2004). On the other hand, chatbots stores lot of customer’s
data such as contact number, member address, id proof detail, payment preferences etc.,
which, if not stored safely, can lead to a lot of frauds & mishappenings. Therefore, it’s a big
challenge to data security & safety (Kannan & Bernoff, 2019).
3. Although the current AI innovations are loaded with the bundle of safety & security features,
still a small substantial virus or malfunction can roll down the highly confidential data, leading
to bigger havoc and nightmare to the handler.
4. The digital innovations are so expensive, that’s it’s very difficult for a small service provider to
even think of it (Murphy et al., 2017). Their high maintenance is another big issue.
5. The biggest issue behind not accepting the amazing & magical technology is the fear of losing
one’s jobs (Barrat, 2013; Crews, 2016; Leonhard, 2016) and building on the unemployment
ratio. Tour operators worry about their businesses getting closed, as the AI technology would
overtake their jobs.
FUTURE TRENDS IN ARTIFICIAL INTELLIGENCE
Although, we have seen & read the glorious effects of the AI implications in the hospitality world,
however, the best is yet to arrive. The surprising future of AI will be loaded with more of the
artistic visuals, as the benefits of AI super-succeeds the challenges of it.
1. The entire guest’s room can be customized according to the guest’s need and demand. The
customer can select the 360 degree’s 3D dynamic visual view of the room from the various
offerings of the hotel. A particular theme, occasion, colour, destination spot can be selected
from the drop-down menu—a post which, there would be a 3D effect sprayed in the room, all
around. Henceforth, the entire room will be visualized as a destination spot, as per the choice
of the guest (Wei, 2019).
2. With the growing concept of global sustainability & its trend; the ban on cutting of trees,
prohibition of animal husbandry, minimum of waste, optimum utilization of land for farming
has been seen as the forerunner in the race, and a major decrease in the food material
resources has been observed. The advent of 3D visual printers in the food industry might
halt the current trend of serving food & beverages. The 3D view of food printing for food &
menu merchandising will be future trends. Various freshly, organic, multi-flavoured, trendy
delicacies or other mouth-watering dessert’s images and icons can be beautifully articulated
with the food flavours, juices, seasonings, powders, oils, by using the thin layered printing
format technology, wherein, the food mixtures can be added in the printer’s toner. Currently,
few of the restaurants are going ahead with the technology. Next in line would be the calories
proportion in each food meal and also its nutritive value. The technology would be beneficial
for the health sector too, wherein; prescription by the doctors or the health care members can
be easily showcased live, to their patients.
3. In some countries currently, the facial recognition application is prohibited, as it risks the
safety and security of data privacy, however, shortly, the AI innovations will be far more
superior as compared to the current situation (Leong, 2019). It will have better and stronger
inbuilt applications that will not only trap & secure the customer’s data within the structure
for a lifetime in a highly confidential manner but will also only be accessible to a pre-specified
associate.
4. In addition to it, we may also be able to observe the live visual of our current surroundings &
areas. The hotspots of the area would be seen in the form of restaurant, shop, market, oil &
gas, tourist spots, recreational area, diversion, park, playground, organization, shopping mall,
theatre etc.
CONCLUSION
From the above insights on the topic, it’s very much clear that the hospitality industry will eventually
have to accept and imbibe the larger impacts of the Artificial intelligence, for the betterment of
the guest, employees and the employer. The sooner it embraces the benefits of AI, the better and
safer position an organization will be at, irrespective of the firm’s type and size. AI has the best of
potential to revamp the departments of the hospitality industry, for the larger revenue generation,
smoother processes and memorable experiences. The organization first needs to look out for
the delay and loopholes in their processes, followed by selection & utilization of the optimum
AI innovation for their space. Although, many hotels are yet to identify the need and profit of
the AI, however, there are hospitality firms that have already started regulating and observing
the bigger impacts of the innovative technology in their daily chaos. From the point, a customer
books the room via the chatbots feature - offering a wide range of services, to his/her arrival at the
first house where the digital innovation registers him/her via the facial recognition system, to the
automated room wifi, ac and lightning effect modulated by the guest voice command, followed by
an analytical speech technology to offer the client real-time suggestions and offerings during the
stay, there are ample things that the AI can perform, which is merely impossible for a human even
to think of it in the real world scenario. Hence, it’s WE, who needs to understand the glorifying
effects of the technology, not only for the betterment of our services but also for the smoother
processes & overall growth of the organization. People have to work together with the technology
and need not to be afraid of their job roles and security, as the digital innovation will place their
work in a safer & far beyond their imagination’s environment.
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Cultural Multi-Dimensional
15 Development: A Brief Study of
Tourism in India
Vipin Singh* & Dr. Amrik Singh**
ABSTRACT
Tourism is an industry that is straightforwardly identified with the individuals, their way of life
and the general public. In this manner, there is a reliable connection among the travel industry
and Culture, and they together getting one of the most noteworthy drivers of goal appeal and
advancement of the travel industry and its intensity overall. As the connection among the travel
industry and Culture is expanding so the requirement for supportability of Culture getting significant
to utilise it as a significant piece of the travel industry and protect it for the people in the future.
Social manageability can turn into the connection to interface the smaller scale demonstrations of
utilisation to the full-scale objectives of accomplishing social, monetary and natural maintainability.
The objective is to include a social measurement that adjusts the current Triple Bottom Line (TBL)
of manageability. This investigation plans to locate the various methodologies of the travel
industry to accomplish social maintainability in India. The examination likewise talked about the
requirement for social manageability in India and concentrated on understanding the job of the
travel industry in achieving social supportability. This investigation dependent on point by point
examination of optional information and semi-organised poll for study.
Key Words: Culture, Sustainability, Sustainable Development, Tourism.
INTRODUCTION
India’s beneficent heritage includes not just breathless beautiful architecture, rich traditions and
diverse cultures but also mesmerising and scenic landscapes. From the cool and beautiful hill
stations of the north, alluring beaches on the western and eastern coasts and the ornate temples
of the south to the challenging snow-clad peaks of the Himalayas India has the variety to satisfy
the interests of all that are travelling through the country. It is correct that the travel industry
is one of the most tremendous and thriving industries in the nation. It represents 33% of the
unfamiliar trade profit of India and one of the biggest business giving part when contrasted with
different divisions. As per the World Tourism
* Assistant Professor, School of Hotel Management & Tourism, Vellore Institute of Technology, Vellore, Tamilnadu.
** Associate Professor, School of Hotel Management & Tourism, Lovely Professional University, Phagwara, Punjab.
Association, constantly 2020, it is normal that India will turn into the pioneer in the travel industry
in the whole South Asia, with about 8.9 million appearances. Indian, the travel industry economy,
has been regarded as the second-most quickly expanding industry with about 8.8 per cent the
travel industry economy on the planet, by World Travel and Tourism. There is a solid connection
among the travel industry, and Culture and Culture have an exceptionally solid offer in the travel
industry. As indicated by HOFSTEDE (1997), the centre of a culture is shaped by the qualities
which regarding the travel industry will be the fundamentals for the fascination of given goals
well. The various degrees of Culture will be the customs, the legends and the images of the given
Culture that again would fill in as a reason for the travel industry reason for movements. Culture is
certifiably not a limited, perpetual substance, which can’t be isolated from one another giving an
opportunity to persistently communicate and contact with one another and thusly of cooperation
would encourage unequivocally to decide the arrangement and improvement of Culture as a
significant piece of the travel industry. Late point of view toward this path helps us to a frontal
area on the definition given by Hofstede (1997) that: “Culture alludes to the aggregate store of
information, experience, convictions, values, mentalities, implications, chains of importance,
religion, ideas of time, jobs, spatial relations, ideas of the universe, and material items and assets
procured by a gathering of individuals over the span of ages through individual and gathering
endeavoring”.
The idea of supportability in the travel industry connected to the advancement of the travel industry
as a calling. Manageability in the travel industry, ordinarily known as green the travel industry
or ecotourism, was the primary development that gives us a methodological and approximated
establishment for understanding the impacts of the travel industry on maintainability. The travel
industry as an industry has been at the situation of incorporating maintainability with the diverse
type of the travel industry and mindfulness about it. By creating mindfulness about the presence
of oneself about what our identity is, we will be in a superior situation to comprehend the
convictions and qualities we share conjointly, and to compass the distinctions as indicated by the
perspective and experience that make us not the same as each other. So when we have a further
comprehension of the things that are imperative to us, we settle on choices about the necessities
and prerequisites of things to come. A concise meaning of economic advancement given by the
World Commission on Environment and Development for the United Nations General Assembly in
1987 is “Addressing the necessities of the present without bargaining the capacity of people in the
future to address their own issues.”
While maintainability keeps on being frequently examined according to improvement, arranging,
financial matters and nature, over the most recent quite a long while there has been an expanded
enthusiasm for investigating society and supportability from two particular points of view:
¾¾ The job served by Culture in making arrangements for the maintainable turn of events.
¾¾ The use of thoughts of maintainability to social concerns.
The first of these viewpoints can be surrounded as the job of Culture in manageability. The second
of these points of view can be surrounded as guaranteeing the manageability of social practices.
The travel industry is probably the best driver of social trade, creating relations and giving an
individual encounter, not just of what which has made due from the past, yet additionally of the
advanced life and society of others. Sightseers while visiting are getting their baggage the goals as
well as bring their ways of life, propensities, qualities, convictions and customs. Simultaneously,
Cultural Multi-Dimensional Development: A Brief Study of Tourism in India 111
travellers are continually ready to find an alternate culture, a particular way of life, to appreciate
nearby food, see different parts of everyday life, in any event, living in neighbourhood homes to
encounter “colorful and extraordinary” traditions.
The host or the neighbourhood populace of the goal is presented perplexity identified with
the fulfilment of “vacationers’ requests” and the protection of nearby characters. Moreover,
sightseers need to return home with confirmation of their encounters “in intriguing terrains and
new societies,” as one of the components, they will use to assemble their personality inside their
social gatherings.
Lamentably, as a rule, we are watching circumstances were the fundamental inspiration of
travellers - monitoring it or not-is for the most part to solidify their own picture, instead of truly
trade encounters with the host populaces of the goals they have picked.
As UNESCO effectively recognises “this hole between what ought to be the social parts of the
travel industry and the acknowledgment of the intercultural trade is at the base of the travel
industry’s dangerous potential”. At the point when singular fulfilment turns into a need, regard for
“the other” get auxiliary.
SOCIAL AND CULTURAL IMPACTS OF TOURISM
The Impact of Culture on Tourism explores the making and making the relationship among
the development business and Culture, and the way where they together get one of the most
indispensable drivers of goal associating with quality and its capacity. Considering advancing related
appraisals, it is anticipated that the various bits of the relationship between the development
business, Culture, target interest, and the system intercessions together can be contemplated to
improve the relationship among Culture and the development business. It also perceived how a
solid relationship among the development business and Culture could be supported so as to help
spots to get one of the most captivating spots for voyagers. It is like way helps in expanding their
capacity for the locales to live, visit, work and put resources into.
Culture in the development business expect a basic action and make as one of the most captivating
sorts of the development business known as social the development business. It is one of the
best and quickest making worldwide the development of business markets. Culture and creative
undertakings are ceaselessly being utilised to move destinations and improve their existence and
attracting quality. Different domains are eventually satisfactorily building up their huge and tricky
social resources as a system for making tantamount incredible conditions in an immovably veritable
the development business centre, and to make near to uniqueness even with globalisation.
POSITIVE IMPACTS
¾¾ Tourism has an immense portion of direction fragment, which can move the thankfulness
among society and social requests. It is like way gives trade of Culture among hosts and visitors.
¾¾ Tourism can fill in as one of the reliable power for agreeableness, advance pride in social shows
that can maintain a strategic distance from urban improvement by making neighbourhood
livelihoods.
¾¾ Tourism may, in like way, add to the verve of frameworks from various perspectives. For
instance: Events and celebrations of the targets where the nearby occupants are the focal
and essential people and eyewitnesses are as habitually as possible reestablished and can be
made considering voyager intrigue.
¾¾ Tourism can in like way develop the protecting and sending of social and chronicled customs
that fortifies the commitment for the preservation and feasible association of brand name
assets, the security of near to legacy, and a revamping of indigenous social requests, social
enunciations and distinguishing strengths.
NEGATIVE IMPACTS
¾¾ Indigenous character of the inhabitants of the target can be sabotages as a result of the
developments happens ahead of the pack and in their worth frameworks because of the
development business.
¾¾ Tourism can change neighbourhood social requests into things when serious customs,
standard ethnic capacities and merriments are lessened and disinfected to adjust to explorer
needs, acknowledging what has been portrayed “redone ethnicity.”
¾¾ As the development business joins improvement of individuals to beginning with one
geological zone then onto the following. Besides understands the strategy of social relations
between individuals who may be somehow or another not meet, social conflicts can occur by
complexities in social requests, ethnicity, religion, values, ways of life, vernaculars, and levels
of flourishing.
¾¾ Tourism can accomplish the abuse of the social passing on the limit (cutoff reasons for the
palatable change in the way of life of the host masses) of the nearby by arranging.
¾¾ The air of near to inhabitants towards the development business progress may spread out
through the times of elation, where guests are welcome, through the partition, unsettling
influence and conceivably obstruction when hostile to voyager outlooks start making among
neighbourhood individuals.
¾¾ The creation of social enunciations and exercises for explorers has as regularly as conceivable
accomplished changes in social things, social celebrations, limits, and moves to make them
more tasteful to guests
IMPACT OF CULTURE ON TOURISM
Numerous goals are presently effectively building up their substantial and immaterial social
resources as a method for creating a relatively favourable position in a developing serious the
travel industry commercial centre, and to make neighbourhood uniqueness in the current period
of globalisation. A portion of the significant centrality of Culture in the travel industry is as per the
following:
¾¾ Culture and the travel industry have a commonly gainful relationship, which can reinforce the
appeal and intensity of spots, districts and nations.
¾¾ Culture is a developing critical segment of the travel industry item as it makes uniqueness in
a jam-packed world market.
¾¾ Tourism gives a significant method for upgrading society and making payments, which can
bolster and fortify social legacy, social creation and innovativeness.
¾¾ Culture in the entirety of its structures is probably going to figure unequivocally in the travel
industry item and advancement of most locales, even those that have customarily depended
on their regular resources, for example, sun and seashore or mountains, for their appeal.
Goals are additionally attempting to inc
RECOMMENDATIONS
According to the declaration emerging from the 1982 Mexico City Conference, it is agreed that the
following principles should be taken into account when the countries taking serious steps in the
direction of cultural sustainability and developing cultural policies:
¾¾ Cultural Identity.
¾¾ The Cultural Dimension of Development.
¾¾ Culture and Democracy.
¾¾ Cultural Heritage.
¾¾ Artistic and Intellectual Creation.
¾¾ The Relationship between Culture, Education, Science and Communication.
¾¾ Planning, Administration and Financing of Cultural Activities.
¾¾ International Cultural Cooperation, as recognised in the document in the final report of the
World Commission.
CONCLUSION
In the mix of quick worldwide change, worldwide between the network and expanded in the
versatility, Culture as something which characterises us and gives importance to the world which
helps in holding its pre-distinction, not as something which is protected in existence, however as
something which changes to meet the human needs. Through movement and the travel industry,
we experience the assorted variety and the elements of Culture, along with its inheritance in
material and impalpable structures. In the travel industry, we can perceive the significance of
Culture as an asset that, with astute and nice administration, can be used in methodologies to
ease neediness and preference and structure the premise of important between social discussion.
Throughout the years, the two sightseers and hosts have recognised the delicacy of Culture (s) and
social procedures, with its wide exhibit of accomplices in both people in general and private areas,
has looked to make and animate structures for discourse, research, strategy-making and arranging,
and activity to save and improve different articulations of Culture. Besides, UNESCO through the
scope of activities and instruments has exhibited the between connectedness of Culture with the
earth and the economy, and in doing so has assisted with producing new chances to address the
crucial focuses of a practical turn of events and the lightening of neediness and giving business. The
travel industry includes travel, an entry through time, space and an assorted variety of societies,
people groups and pasts. It has a basic task to carry out in producing information, discussion and
comprehension across and between societies. The travel industry likewise has a basic job in the
turn of events and reasonable procedure of Culture. At one level, the excursions of sightseers
might be individual. Yet, at another level the excursions of the travel industry as types of trade,
improvement and maintenance of Culture which inseparably connected, the on-going excursion
of humankind that is regular to all people groups and made feasible for all. This regular travel
needs research, reflection, intercession, and coordination so as to guarantee its capacities as the
most imaginative and positive power that can work for the congruity and in keeping up the offset
with the way of life that shape it.
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Tourism Corridor at the Heart of
16 Incredible India
Rajat Roy Chowdhury*
ABSTRACT
India is a country with diversified tourism opportunity. It attracts the world’s leading hospitality
brands, travellers, travel agents and various stakeholders related to tourism. Unfortunately, India’s
EDOB (Ease of doing business ranking is still at 63, New Zealand secures the top position. The lack
of awareness and a bleak process of campaigning of travel destination is the root cause of slack
growth in the tourism industry. The paper has explored a quadrilateral travel corridor in the heart
of the incredible India that is Madhya Pradesh cover three world heritage sites. The Indian travel
market is envious for its biggest revenue earning travel corridor Golden Triangle (Delhi-Agra-
Jaipur) for decades. The focus of the golden triangle is only on the history, culture, and ancient
artefacts of India. As a dynamic tourism country, we need to focus on diversification of beauty
which will enchant the travellers. The best way to fight competition is to look at a competition in a
different way rather than a better way. Bangladesh has taken some tough measures to revive their
tourism five years back now their 41% of GDP comes from rural tourism.
The flexible transportation system, easy passport facilities have attracted 1.30 million foreign
tourists every year. Our country’s tourism should move from known to unknown. The prime focus
of this paper is to create a golden quadrilateral in the heart of Incredible India, which includes
Bhopal-Sanchi-Khajuraho-Bhimbetka. These three locations are remotely situated in the state of
Madhya Pradesh. This is the reason Madhya Pradesh being a heart of incredible India attracts 8,
39, 69,799 domestic tourists all over India (India tourism statistics 2018-19). The foreign tourist
arrival was 3, 60,000 (MP economic survey 2017-18, Ministry of Tourism, State Budget 2019-20).
However, not being a world heritage site golden triangle has an attendance of triple the number
of foreign tourists of what Madhya Pradesh has. The paper is focused on EDOB in these areas,
massive campaigns, and flexible transportation.
INTRODUCTION
The state of Madhya Pradesh is located at the centre of the Indian geopolitical map. It is a state
which used to be a prominent travel destination for Britishers which is used to be known as Central
* Assistant Lecturer, IHM, Gwalior, M.P.

Tourism Corridor at the Heart of Incredible India 117
provinces in the pre-independence era. The state is straddled with Narmada River which runs
between Satpura and Vindhya ranges. It gives the Madhya Pradesh a strategic location for tourism.
The state is home to ten National parks, and the state is boasting its name in the world map for
being a tiger state of India. The central province of India is also renowned on the world tourism
map for three UNESCO world heritage site.
Khajuraho: The remarkable temple complex of India located at Chhatarpur district of Madhya
Pradesh. It is christened in the as a world heritage site by UNESCO in the year of 1986. The
remarkable erotic sculptures and marvel of human archaeology mesmerized the globe trotters for
decades. The erotic sculpture makes this destination a unique selling point of India in the highly
competitive world tourism market. The wall carvings of the temple are an epitome of Hindu and
Jain religion. It is the only temple complex after Angorvat in Cambodia which has two religions
carving sculpted on the walls. The dazzling Khajuraho festivals in February has also bewitched
travellers from India and worldwide. It is situated 372 KM from the state capital Bhopal.
Sanchi stupa: An ancient citadel of Buddhist religion located at Raisen District of Madhya Pradesh
and it was commissioned by Ashoka the emperor of India in 3rd century BCE. It is located 46 KM
from the state capital Bhopal. This is once again evidence of India’s heterogenous religion. It was
declared as UNESCO world heritage site in the year of 1989. The marvellous depiction of Buddhist
culture, livelihood and socio-economic standards make this place a prime location for world tourist
and religious travellers throughout the planet.
Bhimbetka Rock shelter: The wonder of human architecture which was pervaded in the era
of Paleolithic and Mesolithic times it was first discovered in the research paper of W. Kincaid
a renowned archaeologist in the year of 1888. The only evidence of human settlement in the
stone age era in India. A report by ASI India suggested that these carvings on the walls were like
the pictures which were found in the caves of Spain and France. The gargantuan underground
cathedral style rock shelter, human painting on the façade of the caves and hunting of animals
with 754 rock shelters makes this a UNESCO world heritage site in the year of 2003. It is located
40 KM from the state capital Bhopal and has a prominent signature on the world tourism map.
This paper will explore the resources on the possibilities of linking these areas such a way it comes
in the fingertips of the tourist who arrives in India. The Golden Triangle (Agra-Delhi-Jaipur) got a
strategic advantage of being in the proximity of the Capital. However, a recent report by the apex
body of world tourism suggested that the FTA will fall by 80% all over the globe. India’s FTA also
is plummeted by 25% that means we will be going eight years backwards. Now the dependence
on domestic traveller is highly evident, which has a small share of 12% in India’s tourism GDP
(Tourism report 2020 by IBEF). The mobility of people in our country has been stalled since March
24th, 2020, which naturally plummeted the demand for all these destinations. However few
countries like India, Russia, USA, England and many more countries have put their research and
development teams for the race of Covid-19 vaccine which will hopefully arrive in the market by
the end of this year. Now the most significant concern that will raise the eyebrows of travellers is
“fear of getting affected”. The fulcrum of the paper focuses on removing fear and bewitching the
traveller with sustainable tourism facility in these renowned destinations.
OBJECTIVES
1. Worldwide campaign of these destinations
2. Increase the EDOB of the hospitality industry in these areas.
3. Building up a golden quadrilateral transportation facility.
REVIEW LITERATURE
After a careful study of several research articles, books, government websites and newspaper, the
primary task is to bring back the tourist in the heart of incredible India. The average Foreign tourist
arrival index plummeted from 73843 in 2006 to 65043 in 2014(Indian express survey). Most of the
guides and travellers suggested poor air connectivity and land communication leads to the failure
in the arrival of the tourist. The multiple air connectivity with Khajuraho inter and intrastate is
poor (Indian express report). The comprehensive development package “Khajuraho Vikas Yojana
2011” under the act of the “Madhya Pradesh Nagar Tatha Gram Nivesh Adhiniyam 1973” created
a holistic development package in the city(ISSN 2347 – 5463 Heritage: Journal of Multidisciplinary.
Studies in Archaeology 6: 2018). The objective of the project was to conserve the historical
monuments and preservation of art and culture. Khajuraho is a home to 48 different types of
accommodations which includes all the luxury and business class (Ministry of Tourism, India hotel
cloud web portal). These accommodations and other stakeholders are momentously depended
on the tourism of Khajuraho. They are now facing a significant threat to survival. However,
campaigns are conducted by Madhya Pradesh Tourism Board (MPTB) on a large scale to bring
back the travellers, but it requires more globalization. The video campaign of Madhya Pradesh
“Jalmahotsav” which was released in Hindi in the social media in the year of 2017 requires to be
modified in various worldwide languages. It is quite evident in the past that whenever tourism
industry encountered with gargantuan economic challenges, it bounced back strongly with
sustainable changes (Goldstein and K.A. Primarai economic crisis 2008). Economic doldrums in
the year of 2008 had contracted the economic curve significantly. However, India bounced back
strongly with a new tourism horizon “Ayurveda”. The comprehensive strategic plans of “Ayush
Ministry” brought India a proud campaigner of Medical Tourism. The road to the resumption of
Indian Tourism post-pandemic is a gargantuan task that requires a staggering amount of 25 billion
(Rahul Pandit Member of CII). However, the travel industry contributed 28.6billion USD to India’s
GDP in the year of 2018. So, it is evident that our demagogues need to examine and formulate
strategies to revive this diversified travel industry. Currently, pre-pandemic every one person out
of fifteen is directly or indirectly connected to the service sector.
FINDINGS AND REMEDY
The biggest unique selling feature of Indian tourism is affordable and very frugal in comparison
with other travel destination. It became a paradise of US and Europeans. The first and foremost
initiative is a massive campaign and scout marketing of these dwindling tourism sectors in the
world heritage sites of Madhya Pradesh. The initiative like “DEKHO APNA DESH” a flag bearing
scheme under the “SWADESH DARSHAN” project (Initiated in 2015 by MOT) of Ministry of Tourism
India has explored the unknown destinations of India with the help of series of Webinars. The
Madhya Pradesh tourism need to go hand in hand with all the educational institutes under the
Ministry of Tourism (e.g. IHMs and IITTMs) and stakeholders to create worldwide online virtual
tours. Travel destinations like Venice (Italy) and Machu Pichu (Peru) already started their online
tour programs. The MPTB needs to telecast travel shows of Khajuraho, Bhimbetka and Sanchi
through international news platforms (BBC, Al JAJERA, etc.). There should be a collaborative
initiative with private and public to start a campaign to promote the Khajuraho festival (February),
Jalmahotsav, Sanchi Mahotsav (Chethiyagiri Vihara Festival in November). Another essential
aspect of Indian Tourism is the lack of soft skills. The barrier for an international tourist is not
a language, but a heart is touching behaviour. However, the Government of India had already
started the international tourism facilitator program in collaboration with IITTM (Indian Institute
of Travel Tourism Management). Madhya Pradesh tourism department needs to invite premier
government hotel management schools in this noble initiative for educating and training the
tourist guides with soft skills. “It is not the facemask that fades away the hospitality, but it is all
about the attitude of the tourism professionals that feels the guest “HOME AWAY FROM HOME”-
The famous quote by Vikram Oberoi (CEO of Oberoi hotels and resort).
In WEF summit January 2020 a series of deplorable remarks made by the all the tourism stakeholders
regarding ease of Doing Business (EDOB) in India. The bone of contention was overnight changes
in the plans and policies of the business harms the future forecasting, investment, and expansion
plans. TS-IPASS (TELANGANA STATE INDUSTRIAL PROJECT APPROVAL AND SELF CERTIFICATION
SYSTEM) an innovative one-window government approval procedure for all kind of private
investment fetched 1.4 lakh Crore revenue and 2.7 lakhs job in various sectors in Telangana.
However, the ministry of industry and commerce of Madhya Pradesh has started initiation of such
plan, but it is in a very nascent stage which requires massive upliftment. Ministry of tourism, India
report 2019 has announced 2, 3- and 5-star hotels in world heritage site 5years of tax holidays.
Naturally, these lucrative deals attract the hospitality industry in these three heritage sites but the
decline in the foreign tourist arrival.
In these three prime locations has stalled the plans of expansion by any hospitality brand. The
opportunity is lurking for Madhya Pradesh tourism to bring both the tourist and other hospitality
stakeholders at their backyard. NCR is becoming the most polluted location on the planet;
eventually, it affects tourism in Agra and entire Rajasthan (ASSOCHOM 2016).
(Source: Google maps, Proposed plan for tourism corridor.)

It is severely affecting the proud tourism destination of India “GOLDEN TRAINGLE”. On the other
hand, air quality and pollution are moderate the state of Madhya Pradesh. Naturally, foreign
tourist will prefer a place with prefect air quality for travel. It is a high time that Madhya Pradesh
tourism, state government and with the assistance of private initiative need formulate plans to
reconstruct Raja Bhoj Airport to the International level. P.V. Narsimha Rao 11.6 KM expressway
has changed the shape of Rajiv Gandhi International airport in Hyderabad, reducing almost 45
minutes of travel time. Such connectivity should be introduced in the airport of Bhopal so that the
foreigners should enter the state not via Delhi but directly. Certified tourism facilitator and travel
guides should be available at the airport.
A comprehensive travel corridor needs to be established in this region to attract travellers and
smooth functioning of the travelling. A corridor that starts from Bhopal to Khajuraho via Sanchi
and returns to the Capital from Khajuraho via Bhimbetka. The 850 KM corridor will connect the
three world heritage sites at a single link. The communication should be established by railways
too. The flagship MAHAKAL Express that connects Jyotirlinga- Omkareshwar (near Indore,
MP), Mahakaleshwar (Ujjain, MP) and Kashi Vishwanath (Varanasi in Uttar Pradesh) which was
inaugurated by honourable Prime Minister Narendra Modi in this year considered as an epitome
of religious tourism in India. The state tourism department joint venture with railways initiate
railway service for luxurious segments like “PALACE ON WHEELS” and a Heritage express train for
the economy class tourist segments. The air connectivity between Khajuraho and Bhopal should
be more frequent during the peak seasons.
Post pandemic it is evident that there will be a massive chance of cannibalism in the tourism
market. The state with planned sustainable tourism packages, facilities, infrastructure, and mobility
will survive the competition. The principal city of these massive project is Khajuraho, and Bhopal
socio-economic standards of these areas require a major revamp but with sustainable practices.
Jaipur is in the proximity of Delhi, allows the NRIs and foreigners to arrive at Golden Triangle
in an amazingly fast way rather than Bhopal. During the time of Khajuraho festival (February),
Jalmahotsav, Sanchi Mahotsav (Chethiyagiri Vihara Festival in November) there should be special
tourism packages for the domestic, NRIs and foreign travellers in these periods. The prime target
will be winter seasons as there are long vacations in the US and EUROPE. Comprehensive project
under the “SWADESH
DARSHAN SCHEME” to be promulgated to develop Bhopal and Khajuraho a tourism Capital of
India. Awareness, hygiene, and sanitation eventually become a prime focus of these cities as
post-pandemic era these will be an essential part of the traveller’s checklist. The plan to achieve
50 billion USD tourism revenue by 2050 (MOT, India forecast) and to become a 5 trillion economy
this step is highly essential for India.
CONCLUSION
The idea behind this project is to jump-start the livelihood of the people and tourism stakeholders
in the area which has been stalled for months. The first and foremost should be the attitude and
behaviour of the people in these areas. All the stakeholders of the tourism industry in the state
of Madhya Pradesh need to work as a “we” rather than “I”. The chain of the corporation needs to
be established between all the people who are directly or indirectly connected with the tourism
Industry. Tourism is a harbinger of opportunities in India. A globalized tourist destination can revamp
the socio-economic and education standards of any country. The fulcrum of any country stands
on education, health, economy, and social security. Tourism is a panacea to all these problems. A
tourist whether from India or Overseas will only come to destination after scrutinizing all these
factors. The ranking of India in the world on these parameters are not significant. The campaign of
“VOCAL FOR LOCAL” could only be initiated when giving our country a shield of invulnerability in
all these four parameters (Education, Health, Economy and Social security).
The conundrum in the tourism industry is meteoric. Once the mobility of population through air,
land and waters starts naturally, demand will increase, and our industry will bounce back. However,
plans like the tourism corridor in the heart of incredible India should be carefully formulated.
REFERENCES
[1] https://hospitality.economictimes.indiatimes.com/news/hotels/yatra-com-launchesyatra-service-assured-
packages- for-customers-extends-support-to-essential-serviceworkers/74950108
[2] https://hospitality.economictimes.indiatimes.com/news/hotels/yatra-comlaunches-yatra-service-assured-
packages-for-customers-extends-support-toessential-service-workers/74950108
[3] https://hospitality.economictimes.indiatimes.com/news/hotels/how-to-turn-ahotel-into-a-quarantine-
facility/74949330
[4] https://hospitality.economictimes.indiatimes.com/news/hotels/how-to-turn-ahotel-into-a-quarantine-
facility/74949330
[5] https://hospitality.economictimes.indiatimes.com/news/hotels/fern-hotelsresorts-says-no-pay-cuts-
across-72- hotels/75066113
[6] https://www.tourism-of-india.com/sanchi.html
[7] https://shodhganga.inflibnet.ac.in/bitstream/10603/235993/13/13_chapter%201.pdf
[8] https://timesofindia.indiatimes.com/city/mangaluru/Pollution-to-cripple-NCR-economy-Golden-triangle-
tourism- to-be-hit-ASSOCHAM/articleshow/55310250.cms
[9] https://aif.org/learning-from-the-golden-triangle/
[10] https://raisen.nic.in/en/festival/sanchi- mahotsav/#:~:text=Significance%3A,the%20Buddha%2C%20
Sariputta%20and%20Mahamogallena.
[11] European Journal of Business and Management www.iiste.org ISSN 2222-1905 (Paper) ISSN 2222-2839
(Online) Vol.6, No.11, 2014 Impact of Global Economic Recession on the Indian Tourism Industry
[12] Madhya-Pradesh-March 2020 tourism report.
[13] Tourism and hospitality report 2020 India
[14] Economic Times.
[15] Times of India
[16] Indian Express
Overarching Overtones: Oracles
17 on Career Chronicles of Women in
Indian Hotel Industry
Dr. J. Eugene*
ABSTRACT
The hospitality sector has been witnessing tremendous changes of late in terms of gender diversity
with the increased participatory role of women at all levels of the workforce. The global food and
beverage, and lodging industries have been proactively getting women on board down the years,
recognising their important role in enhancing visitor satisfaction translating into repeat visits. This
trend is, however, more widespread and popular in developed countries. India’s unique cultural
values, social traditions, conventional customs, gender stereotyping, conservative attitudes and
religious beliefs have all been challenging age-old obstacles that have largely hindered the greater
employment and integration of women in the hospitality sector’s labour market. It is only from
the 1960s that the women workforce in the Indian precincts saw the limited presence and then
slowly grew in numbers. This analytical research paper actively seeks to explore and highlight
the trajectory of women employees in the hotel industry. Accurate and objective data for this
investigative analysis is obtained from several leading five-star hotels in Chennai. Insights into the
hospitality sector are obtained through interaction with a number of women holding managerial
positions. The gathered data is decoded, and variables that help it are extracted. This research
study on the work trends, changing industry dynamics and administrative challenges encountered
by women in the hospitality sector can help establish gender parity by promoting a greater number
of women to join the ranks and raise the profile of women in the hotel industry.
Keywords: Career, Challenges, Hotels, Success, Women, Workforce
SETTINGS OF THE STUDY
Indian women in ancient India had important roles to play in the household, were held in high
esteem and enjoyed tremendous respect and dignity. Power and control over their lives, particularly
with regard to marriage, children, money, employment and education was solely vested in male
hands. Economic dependence, conservative gender ideologies and male dominance were largely
prevalent, and there were protracted struggles for freedom, and for the voices of women to be
* Lecturer, Institute of Hotel Management Catering Technology & Applied Nutrition, C.I.T Campus, Taramani, Chennai,
Tamil Nadu
Overarching Overtones: Oracles on Career Chronicles of Women in Indian Hotel Industry 123
heard. The entry of Christian missionaries gave a new direction to the lives of women, elevating
their status by empowering them with education. The recreation, travel and hotel industry in
India surged ahead of other businesses post-World War II era with the herald of new changes,
particularly the inclusion of women in the workforce. Ably juggling and achieving a balance
between a successful career and family responsibilities, a higher proportion of women opted to
work in the hotel and tourism sectors following marked changes in traditional perceptions. The
escalating number of women travellers over the world, commuting either on business or leisure,
has necessitated the luxurious perks of the services of lady butlers in niche hotels. This has led
to a steady increase in the number of women joining the hotel industry. International hotel
chains have been among the first to note this emerging trend, as women travellers comprise an
important segment of their market. A bodacious notable fact is that in India, 40 per cent of the
current generation is under the age of 35 (Shamberg, 2016). Therefore, it is important to study
the professional advancement and career decisions of young women separately rather than
comparing it with men. This important fact and the need for greater workplace equity have been
the foremost reasons for undertaking this exploratory study.
OBJECTIVES
This research work aims to find satisfactory answers to some of the key issues faced by women in
the hospitality sector, as listed below.
¾¾ Why is there societal disapproval of women choosing a career in the hotel industry?
¾¾ What are the occupational challenges and barriers faced by women in their career advancement
in the hotel industry?
¾¾ What would it take for women employees actually to excel in the hotel industry?
CONTINUUM HYPOTHESIS
The many opportunities in the fast-growing hotel management sector, which generates new jobs
every year makes it is an excellent career option for women. The career progression of many
successful women managers who have leveraged their professional network to reach the top
leadership level and significantly contributed to the industry serves as a source of inspiration
for aspiring women managers. Women in senior-level positions with their passion for the multi-
faceted hotel industry serve as ideal role-models in helping young girls opt for the hospitality
sector as their career pathway, gain the education and training needed to enter the industry, and
ultimately reach the higher echelons of management.
To explore multiple aspects of the chosen research objective, after scrutinising the available
research methods, qualitative research is considered to be the most suitable approach for data
collection, interpretation and analysis of results for the current study. This methodology involves
presenting the research query to all the participants and obtaining their constructive feedback.
When interviewing the participants, a well-designed and comprehensive interview schedule is used
which includes open-ended questions to gain insights into varying beliefs, experiences, attitudes
and behaviour, responses to the questionnaire being unique to every participant. The participants
play a very active role and are encouraged to voice their opinions freely without restraint. This is
the quintessence of this research as the participants are given considerable space to voice their
candid opinions and express themselves freely. Key secondary sources, such as articles on women
hoteliers, are also included for developing the core structure of the study. Identified participants
(P1, P2...) are the female candidates currently pursuing hotel management studies at the Institute of
Hotel Management (IHM), Chennai, besides students who have already graduated as well as lady
managers working in 5-star hotels in Chennai.
In the Indian context, women tentatively forayed into the realms of the hotel industry to test the
waters, but it was not long before they carved a niche for themselves. Although their presence in
hotels was limited, with a minimal representation of women at all levels in all categories of hotels,
there was a commendable steady increase in the number of women opting for the field (Baum,
2013). There are only a limited number of studies on the contributory role of women or their career
advancement in the hospitality sector. With the growing popularity and fast development of the
hotel industry, and greater focus on human resource management, opportunities for women have
increased tremendously, and the industry has perceived the need to hire, retain and promote
talented young women for executive leadership positions, to empower the feminine workforce to
meet the future requirements of the sector.
Different researchers have discussed and argued about the complexities of women›s employment
in the hotel industry, the unique challenges that they face and barriers to their career advancement,
from a global perspective. Ng and Pine (2003) are of the opinion that it is cumbersome for women
to reach the top position in the hotel industry due to the many commitments to their family.
Throughout his study, Zhong (2006) notes that unbalanced working hours and unjustifiable
workload take a toll on the profession leading to most women employees quitting their jobs as
their work leaves them with scant time for home responsibilities. In addition to the many obstacles
in a competitive environment, the vertical growth of women in the hotel industry is further
hampered by a woman’s self-imposed barriers (Boone, 2013). Role-conflict is also identified as
an obstacle for a woman attempting to work her way up the corporate ladder (Kumar, 2014). In
his research, Guerrier concluded that hotels might not be an appropriate industry for women to
grow, as they would not be able to reach the level of a general manager or even as a manager
of the food and beverage section. He recommends career guidance and counselling to prepare
women for alternative career options (Guerrier, 1986). The current research comprehensively
reviews all the previous research studies relevant to the chosen topic and takes its stand after
consulting the participants and obtaining their feedback. The changing landscape of the Indian
hospitality industry and the progressive transformation in the role of women as hospitality industry
professionals make this investigative study useful and relevant.
HOTELIERING AND INDIAN SOCIETY
The hospitality sector is largely people-oriented, demands long and irregular working hours making
work-life balance difficult; it has a work culture frowned upon by a traditionally inclined society
which favours stereotypical gender roles. The Indian society has for long been a conservative
one, laying stringent don’ts and dos on women right from their first breath till the last. Providing
equitable education to girls from all strata of society has been a huge challenge in itself, and it
is only now that the winds of change are blowing in favour of female empowerment. It is not
surprising that the climb to corporate success in the hospitality industry is a daunting task with the
popular perception that it is a most unsuitable profession for women. This prevalent discrimination
may largely be attributed to the outdated notions and orthodox attitudes of society with regard
to the education or career prospects of women aspiring to make a mark in the hotel industry.
Such cultural discouragement has been the primary cause of women being in the minority in top
managerial positions. Hotels are essentially business houses providing quality accommodation
and food for travellers, visitors, etc. Every hotel expends effort and money on presenting an inviting
ambience that would entice guests, particularly recreational facilities such as a swimming pool,
a restaurant, a discotheque, etc. Service quality and customer satisfaction are the prime goals of
all hotels which have to constantly devise creative strategies to improve customer experience, to
retain existing customers, build up customer loyalty and attract new customers. The industry has
failed to tap the huge female human resource talent and must take proactive steps to effectively
address the constraints they currently face at work. By employing a greater number of women on
par with their male counterparts, there will be a more balanced ratio of women in the workforce.
This could improve the hotel business and establish organisational efficiency, thereby significantly
enhancing its functioning. (Manju & Reeba, 2013).
Since the nature of the hotel business is quite different from other vocations, involving rooms,
bars, discotheques, pubs, cafes and the like, this industry has always been viewed as a taboo for
women due to the deeply traditional beliefs and stereotypical attitudes of society. The media
coverage has added fuel to the fire by highlighting inappropriate events that inevitably happen
once in a way in guest rooms, bars, or in discotheques, bringing the negative aspects into the
limelight through unwarranted sensational reporting. The lack of formal education and industry-
specific soft skills have lead people from such economically and socially marginalised sections of
society opting out of lucrative job opportunities open in the non-traditional hospitality industry.
With the plethora of job opportunities in the fast-growing hospitality industry, there is little doubt
that women employees as part of the labour force will overcome all obstacles in their path, rise to
the work challenges and succeed beyond expectations in top leadership positions.
Many hotels have taken proactive steps to facilitate the career progress and advancement of women
by adopting an inclusive team-oriented approach, and offering flexible shifts and working hours,
mentorship, networking opportunities and pay parity. The industry has attempted to facilitate
the greater inclusion of women in the workforce and improve their productivity by involving
them in decision-making, adopting best human resources practices and working closely with the
women employees to address their difficulties and provide greater opportunities for success. The
labour laws are followed to the fullest, the timings of the shifts are properly monitored, childcare
options are made available, medical care is offered, facilities are in place to pick up and drop
staff at their residences, periodic workshops are conducted for group interaction and to foster
teamwork, informal networking opportunities are made available. A safe and women-centric
working atmosphere is established. The industry must recognise that a happy employee is a
productive employee, and her performance is likely to be superlative when the work environment
is conducive and supportive. When the contributions of an employee are recognised by regular
promotions and pay perks, she is made to feel she is responsible for the success of the hotel, the
career progress of such women and the industry itself will then be spectacular. Traditional beliefs
and a conservative Indian culture have made it difficult for women to work in the male-dominated
hotel industry (Karmarkar, 2015). Often, because of the wrong image and attitude narrow-minded
people have of women working in hotels, there has been character assassination, on the grounds
of choosing an unconventional career and a profession that culture prejudices have decreed as
taboo for women.
CHALLENGES FACED BY WOMEN
Women in leadership and management positions in the hotel industry are under-represented as
they face many obstacles as they progress in their careers. As they are still a minority, to capitalise
on their talent, new entrants must be welcomed and given the right training for leadership
positions to equip them with the professional skills needed to excel in top managerial positions
in this demanding industry. By improving their level of confidence and self-esteem, they can in
due course don the roles of transformational leaders, and with empowerment, their effective
leadership can result in productive outcomes leading to substantial organisational progress.
Women tend to face a number of gender-related issues with long, irregular hours, night shifts and
other work demands taking a toll on family responsibilities and childcare. The main difficulty they
face is in adapting to the open, social nature of the workplace and achieving a balance between
their personal life at home and professional life at work. The industry must ensure equity in pay
and achievement-based promotions. Emphasis must be placed on soft skills training, informal
employee participation and involvement must be fostered, collaborative teamwork must be
encouraged, and open communication channels must be in place to allow women employees to
share ideas and concerns freely.
Working in a hotel with a fewer number of female employees often poses a problem, as the industry
itself is a male-dominated one. The work culture must be one that is supportive of gender diversity.
Women must be confident enough to work alongside men, and this can be achieved by educating
them about the actual work environment through role play and the discussion of case studies.
This will equip young students to effectively tackle the challenges of the hospitality industry and
facilitate the integration of self-confident and independent women into the workforce. The lower
number of female hotel employees is attributed to fewer female students passing-out of the hotel
management colleges. For example, the table below presents the number of female candidates
who have so far graduated from the Institute of Hotel Management, Chennai.
Table 1. No. of women graduating from IHM, Chennai (Annual Report, 2010-20)
S. No Year No. of women graduates
1. 2010 16
2. 2011 15
3. 2012 16
4. 2013 21
5. 2014 20
6. 2015 21
7. 2016 25
8. 2017 32
9. 2018 37
10. 2019 41
11. 2020 51
The figure below clearly shows the increase in the total number of women graduating from IHM,
Chennai, each year. It is commendable that the graph depicts a greater number of women opting
for a career in hotel management foregoing other commonplace jobs. The escalating number of
job opportunities shows that the hotel industry is booming. There is an upsurge in the number
of women opting to work in this field, backed by supportive parents who recognise a golden
opportunity for their daughters to be part of a dynamic industry.
Fig 1. Female graduates in Hotel Management year-wise
INSPIRING INFERENCES
Having gathered an accurate database to gain a full and complete understanding of society and the
difficulties women face in the hotel industry, the analysis now focuses on validating the hypothesis
and ratifying the studies undertaken by earlier researchers. The following table supports the fact
that women naturally excel in the hotel industry and hold several key managerial posts.
Table 2. A selected list of women achievers in the hotel industry
S. No Name Designation Hotel
1. Nicola Jayakumar Learning & Development Manager Taj Air Catering, Chennai
2. Swathy John Learning & Development Manager Taj Coromandel, Chennai
3. Sreemathi Human Resources Manager Accord Metropolitan, Chennai
4. Deborah Director – Training Feathers Hotel, Chennai
5. Chitra Saleem General Manager Taj Club House, Chennai
6. Shilpa Arvind Human Resources Manager Courtyard by Marriott, Chennai
Apeksha Amithku-
7. Learning & Development Manager Park Hyatt, Chennai
mar
8. Vani Sengupta Director – Human Resources Westin Chennai Velachery, Chennai
9. Usha Ramalingam Corporate Housekeeper Raintree Hotels, Chennai
10. Sabrina Stasis Asst. Manager – Training Novotel Chamiers Road, Chennai
11. Manjula Lakshmanan Director – Talent & Culture Novotel Chamiers Road, Chennai
12. Disha Kharayat Director – Talent & Culture Novotel OMR, Chennai
13. Vanitha Lourdes Rooms Division Manager Savera Hotel, Chennai
14. Priya Manager – Digital Marketing Savera Hotel, Chennai
15. Pallavi Vachali Front Office Duty Manager Crowne Plaza, Chennai
16. Uma Maheswari General Manager GRT Nature trails, Yercaud
17. Debjani Mukherjee Training Manager Trident, Chennai
18. Rani Premkumar Executive Housekeeper Feather’s Hotel, Chennai
General Manager – Talent Devel-
19. Rajeswari Vachali Sterling Holiday Resorts, Chennai
opment (Resorts)
20. Debarpita Misra Training Executive Raintree Hotel, Chennai
Women not only occupy top positions in hotels but also in academia. One such successful example
is Mrs R. Parimala, the Head of the Department, IHM, Chennai. Chef Parimala embarked on an
outstanding career as a successful Lady Chef from the precincts of Taj Coromandel, beginning
as a Hotel Operations Management Trainee in the year 1993. Gaining sound knowledge of the
working of the hotel industry and with culinary mastery, Chef. Parimala’s zeal to train budding
professionals turned her attention towards academics. An inspiring teacher, as eminent faculty
at the Institute of Hotel Management from 1995, she ably tutored and moulded many talented
youngsters into capable hotel management professionals, endowing them with essential social
engagement skills and tools to succeed in the industry. The academic arena is fortunate to have
on-board an industrial expert who is additionally a Lady Chef par excellence.
Her impressive and inspiring journey as a Chef in IHM began with first being an Assistant Lecturer
and moving up the ladder to reach the pinnacle as Head of the Department. Chef Parimala’s
adroit handling of the curriculum, thought-provoking theoretical lectures, administrative
astuteness, innovative teaching methods and practical training modules won the hearts of myriad
students and staff.
Impressed with her incredible training skills, the Ministry of Personnel and Training, Government
of India conferred on her the encomium ‘Trainer – Recognised User’, and she continues touching
the lives of people who are fortunate to train under her able guidance (Rajamohan, 2016). She
has to her credit the authorship of a number of instructional textbooks on the fundamentals of
Practical Cookery for the CBSE and National Instructional Media Institute.
Recognising her eminence, the Ministry of Tourism awarded her with a rare chance to be part of
the Management Development Programmes hosted at Singapore, Indonesia, and Malaysia. Her
pursuit of excellence and zeal to succeed saw her rewarded with the epithet ‘Qualified Learning
Facilitator’ bestowed by Ecole Hotelier de Lausanne, Switzerland, where she was trained by
international experts (LHC, 2015).
Fig 2. Chef R. Parimala receiving the best chef educator award (Balan, 2018)
Chef Parimala has attended a number of educational sessions and developmental forums such
as seminars, workshops, and training programs, gaining from them invaluable practical skills,
techniques, and ideas. Her organising skills at such professional development programmes are
outstanding. Her eloquence and linguistic skills are at the forefront when she presents research
papers at both National and International Conferences. Her many publications in reputed journals
are proof of her academic command. Chef Parimala is indeed an inspiring role model for many
students, and with her creative solutions to empower students, she is a forerunner amongst the
many professionals in the field. She has exemplary professional skills, has achieved great success
in the industry and is an inspiring teacher who encourages her students to strive for their full
potential. Her service in involving the student community, in keeping abreast of global hospitality
trends, building up a professional network, gaining important practical skills specific to this service
industry, in improving customer experiences and increasing customer loyalty, is unparalleled.
Readily sharing her experiences and ideas, she has equipped students to face the challenges of
the hotel industry and trained a good number of the future generation of hospitality leaders. The
hotel industry and academia salute the immense contributions of this talented visionary in the
field of culinary education. She is, without a doubt, a trailblazer for women in the hotel industry.
In the course of interactive interviews and in-depth discussions with the participants of this research
study, it was noted that none of them felt gender was a hurdle to climb the professional ladder
of success and reach the very top. Hard work, understanding business needs, and focusing on the
goals the hotel has set were seen as contributory factors for career growth. A few participants
shed the shackles of the age-old patriarchal system and believed that being a woman was an asset
in the profession. Having realised their potential, there was nothing to stop these driven women
from navigating their path to the top by honing their talent and skills.
I am proud of the fact that I am a woman who is knowledgeable about all areas of the hotel
industry. I can say with confidence that I am considered a valuable asset to the organisation with
my unique skills sets. I enjoy working in this people-oriented industry and believe my customer-
centric approach to our guests has helped build value for my employer. (P3)
It is now mandatory for hotels to adopt an inclusive work culture and a diverse work environment
that favours an equal number of women in the workforce in order to balance the gender ratio.
Most leading hotels have foregone conventional notions of male-dominated workplaces, outdated
cultural norms and ingrained biases. They have readily adopted employment policies that lay due
emphasis on equal opportunities by taking proactive measures to hire based solely on talent and
not only gender as well as to ensure workplaces are always equitable and just.
Home, work and family balance are only initial challenges. Conflicts over family commitments
resolve themselves over time. I began enjoying my managerial responsibilities, was involved in
decision-making and with a supportive work environment soon gained the skills and competence
to make my mark. By staying connected to my co-workers, I was able to adapt to my workplace,
and soon enough, things fell into place, and work was something I looked forward to every day.
(P9)
It is evident that this participant enjoyed her workplace and rated job satisfaction for it being so.
She was happy to take on greater responsibilities, felt she was a valued employee and had figured
out a way to manage her professional commitments and personal life. Her work matters a great
deal to her, and she is determined to excel in the industry. Participants shared their views on
whether the industry was taking steps to ensure the safety and security of employees through a
conducive work environment if it had a better understanding of occupational hazards, and if they
regularly updated policies, protocols and procedures aimed at workplace safety for women.
The management has taken noteworthy measures to create a safe workplace for its women
employees. As they have pledged to keep the welfare of their employees and true hospitality as
the top priority, I feel very comfortable in the work environment and have never felt threatened or
unsafe; we have 24-hour security cameras monitoring all activity. Mutual cooperation, trust and
respect are our workplace norms. Sexual harassment and assault are strictly forbidden, and I feel
as safe at work as at my home. (P6)
The participant also added that the progressive hotel she worked for had flexible working practices
that enabled her to go to work after making childcare arrangements. She worked only five days
a week and needed to report for work only at 10 am as she had a young child to look after. This
functional flexibility and employee-centric approach wherein the employee are seen as a valuable
human resource by a supportive management results in an ideal working environment. There is a
greater commitment to working due to lower stress levels which translates into better-performing
employees.
CANDID CONCLUSION
Women have proved that they have what it takes to be in sync with the constantly evolving
hospitality industry. Many high achievers have reached the pinnacle of success in the hotel industry
on the strength of their abilities, skills and competencies, passion for the field and hard work
fuelling them on the path to success. They have managed their personal lives so well that it did not
in any way influence their workplace performance or productivity. Stereotypical perceptions have
undergone a marked change, the importance of inclusive growth has been recognised, and the
industry is more welcoming of professionally qualified and skilled women. Hotels are now offering
more opportunities for women managers. Much of the problems, challenges and obstacles that
women face in the hospitality sector, in terms of access to education and training, job integration
and career development have been ameliorated. Noteworthy gender-inclusive initiatives continue
to be taken by the industry, and job requirements are being redesigned to suit women employees.
Consequently, rapid progress has been made by women in the hotel industry and a greater
number of them in executive positions has accelerated the progress of the industry. Tapping the
wide pool of talented women workforce has led to many changes in the corporate culture, and
interestingly, gender-balanced leadership is close to becoming a reality in the industry. The cultural
shift has greatly benefitted the industry. The constantly changing and challenging environment
of the hospitality industry has necessitated the involvement of women with high standards of
professionalism. Women in managerial positions possess the skills and competencies required
to succeed in this demanding industry and are increasingly being perceived as essential assets of
the hotel industry. Indeed, the day might not be far when women comprise a major part of the
workforce in a modern, matriarchal Indian hotel industry.
ACKNOWLEDGEMENT
The author declares that the work described in the paper is original, and no part of it has been
copied or taken from other sources without necessary permissions.
DECLARATION OF CONFLICTING INTERESTS
The author declared no potential conflicts of interest with respect to the research, authorship, and
or publication of this article.
FUNDING
The author received no financial support for the research, authorship, and or publication of this
article.
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Grooming & Etiquette- Pan
18 Transformasie
Megha Sharma*
ABSTRACT
Somewhere between ‘good looking’ and ‘looking good’ lies the sleeping effort of swimming to
the other shore. No one can deny the indispensability of grooming, etiquette and presentation,
especially in customer service or the service industry. Being in this industry without being groomed
or trained enough is like walking on the snow, one disbalance and off we go!
This subject is a huge ‘Space’ to roam around just like that, however, let’s together explore its
frontiers- the five wives and one husband. The appropriateness, tapping on the right horns and
the key ingredients to make that mouth-watering spongy cake of delicious significance.
Mind-boggling is how easy we think that it is to enter and endure in this industry. However, it is
never undemanding or serene to walk up the Hill. It requires tenacity.
Key words: ‘Grooming’, ‘Hospitality’, ‘Tourism’, ‘Etiquette’, ‘Training’ ‘Development’, ‘Skills’, ‘Skill
set’, ‘Jobs’, ‘Growth’
‘Pansage’ and ‘’Etiquette’ (grooming) has been untraceable through history. It is like food; food too
cannot be traced through history. Since there have been hunger, there has been food and since
there have been people and society, I believe, there has been grooming of some kind. We don’t
know when did it start or whether it’ll ever end but what’s important is whether it is significant or
not, and how can I use it? Ummm…who doesn’t like Chinese or Continental or maybe a delicious
spongy cake. Envision eating noodles without any garnishing on top or without lovely looking
veggies. Or maybe a Chocolate Sunday without extra chocolate syrup or dressing. Or a Pineapple
cake without icing.
I don’t know about you, but I wouldn’t like to eat any of it without apt ‘Dressing’. Before that,
let’s delve into the sense of the word. Denoted by so many names in different languages and yet
at times so underrated. Personal grooming as we may all know and put is to maintain ourselves,
clean, prepare, be hygienic, and it is also synonymous with etiquette, especially when we are in
the business of customer service. If we have ever dreamt of flying high in an aircraft, then this is
* Teacher, Delhi.
Grooming & Etiquette- Pan Transformasie 133
for us. In fact, we all are in the business of some sort of customer service where a ‘visual impact’
is of utmost importance and so I believe is the case with, Hospitality and Tourism. Grooming
embraces not only clothing but also etiquette, body language and verbal skills.
“Louis, chevalier de Jaucourt describes hospitality in the Encyclopédie as the virtue of a great soul
that cares for the whole universe through the ties of humanity”- How true! And I’m sure we’ll
all agree that care and humanity are not visible entities unless they show up in the actions of
the host. Hence our actions of grooming ourselves with respect to dressing, makeup/makeovers,
uniformity where required and also grooming our etiquette are worth it and needless to say,
paramount. But ‘Where’ do we need or ‘Who’ needs this ‘grooming’? Teachers are serving the
students; shopkeepers are serving the buyers, malls are serving customers, airlines too are serving
the customers, businesses are serving the clients, in turn, clients are serving the customers and
consumers, etc. Therefore, isn’t it foremost for every one of us in some way or the other? Of
course, not that the shopkeeper has to wear a three-piece suit to sell us the groceries, but he too
is dressed up or shall I say dressed down to the appropriate clothes. What if he actually wears a
three-piece suit and sits at the cash counter? Will we go to buy groceries from him or expect a
discount…not really. Appropriateness is the word.
And so, it is true for our cabin crew members or customer relationship executives to dress up
appropriately. What if we see them in a pair of shorts or casuals? We feel safe in their hands
because they look professional with the way they conduct themselves and the way they dress up.
The first thought that goes through a customer’s mind is whether she/he can trust the person right
in front of him? Will she/he behave well with me? Now, without even opening one’s mouth and
heart to another person, how do we transmit the right feelings? It is through our first impression,
and it takes 3-5 seconds to form one. Not only is our first impression made from our clothes, but
also through our body language, features and etiquette. Our ‘Image’ is the ‘Brand’s Image’; we are
the representatives unless we want the organization to come and face the customers itself.
When should we be bothered about our ‘Image’ or our ‘Visual Impact’? Is it only when we are
on duty or whenever we are in the eyes of the public? I guess the latter is true no matter what
reasons we may dig out. Oh! I remember the good old days when our grandmas and mothers used
to never let us step out without combing our hair or dressing us up even when we ventured out to
buy small things from the market? I guess it was their course of action to maintain the ‘Image’ of
the house. Children should not look shabby, else what will people say…etc. Not only does it give
us a good look, but it also makes us feeeeeellll good about ourselves. We may feel tired if we keep
doing it for others all the while, but we may never grow tired when we do it for ourselves and PS
no guilt attached. Quote: “If you’re sad, add more lipstick and attack”- Coco Chanel – so true!
It is not only for the interview that we may dress up well; it’s a skill that we may not be born with.
However, we may acquire it for the lifetime. It transforms the scheme which we ‘fit’ ourselves in.
Like nutrition is for our body, grooming is for our soul. It helps gain our confidence back and makes
others feel comfortable and us more trustworthy. Even while going out for shopping (avoiding the
lockdown period) we may not wear formals but ‘smart casuals’ for sure, which make a mark, as a
statement piece characterizing us.
Thus, we can’t override the significance of ‘Training and Development’ in any schema. Most of
the times, skills are earned owing to the training that we may have received. Imagine as simple
as a haircut gives a lift to our face and mood, what can training do to our lives and the chance to
get the job of our dream. I can’t emphasize enough the exigency of training and development in
every sector, business and everywhere, places we can’t think of. It’s a skill set which will never go
waste, no matter where we step when we step. Lockdown is the phase when we can utilize time
to develop ourselves and groom ourselves. Grooming our language too is indispensable. Now
becaaauusee… the common language is English, and no matter how hard some of us may want to
try to travel back in time and change history, perhaps we may not be able to (we may create one
in the future ) and hence tapping a little on the horns of this language will not eat us up. Imagine
pronouncing the word ‘content’ (ˈkɒn.tent) as ‘content’ (kənˈtent) will alter the entire meaning of
the sentence or the word. Yes, we may eventually understand the meaning with the assistance of
the context, what about the pronunciation (which lot of us understand as ‘accent’) and the time
we will waste and the embarrassment or confusion?
Many of us by now must be thinking, how do I do it??? Well, there are a lot of training institutes
available, Google says it all, and these days even colleges and universities help their students with
the same. Schools too have started to implement such training from a young age, and we can’t
forget that there are still some finishing schools available. For Hospitality and Tourism, it comes as
a package. Nevertheless, even with so many listed options, its again fundamental, pertinent and
crucial to evaluate the trainer. Not that by slapping on the money we have the right to scrutinize our
trainer, but she/he will be the one who has the power to shape our future with her/his guidance.
Moreover, a Mentor to fall back to. No one would like to be guided by the unguided, at the same
time keeping in mind never to forget our etiquette.
Hmmm…the word sounds similar to a ticket…isn’t it? Yes, sure it does, and this is exactly how it
began being used. It dates back to the year 1750. An ethical code of conduct (ˈkɒn.dʌkt)/ behaviour,
observed by a particular class or group of people. Not only to the year 1750 but who knows maybe
it started with Adam and Eve, we aren’t sure. What’s weighty is that we not only learn them, but
we imbibe them and soak them in our life. Etiquette is as cardinal as oxygen is. Barely, merely and
scarcely that they can be seen, there is a whole list of etiquette that can be sipped. Ever wondered
what all etiquette has evolved during the history…till date?
Ah! … Customer service etiquette, Netiquette, workplace etiquette, telephone/mobile etiquette,
fine dining etiquette, buffet dining etiquette, party etiquette, guest etiquette, host etiquette,
bathroom etiquette, Email etiquette, meetings etiquette, general etiquette, clothing etiquette,
corporate etiquette, interview etiquette, visiting card etiquette, oh! So many, right? Yes, there are
so many because they are supposed to be running like blood in our streams. As members of the
service industry, it is a salient feature. I can go on and on, on this topic which is so close to my
heart, nonetheless will stop here as it’ll become never-ending and boring without any ‘Actions’.
Last but not least, we may not necessarily have idée fixe or a juju for clothes, fashion, glamour or
makeup, to become someone who can serve the customers well, but have a beautiful mingling of
empathy, patience, attentiveness, ability to read the customer’s wants and needs, professionalism,
towards our customers and surely a pinch or a whiff of all the above jujus.
We may not be born ‘good looking’, but we can always make ample efforts or as much as little
efforts to ‘look good’. Transformation outside takes a Revolution from within.
Over-the-Top (OTT) Media Services:
19 Streaming Television
Sonali Kakkar*
There was an era when came the television. In 1922 Jenkins sent a still picture by radio waves, but
the first real television success, the transmission of a live human face, was achieved by Baird in
1925. Terrestrial television in India started with the experimental telecast starting in Delhi on 15
September 1959 with a small transmitter and a makeshift studio. Daily transmission began in 1965
as a part of All India Radio (AIR). It metastasized starting from rich and then becoming affordable
to everyone. By the time we were growing, so was growing this medium of entertainment.
We reached in no sooner time to a generation of “INTERNET”, which has its own invention stories
again and struggles to tell. People travelled more, got exposed to new ideas and technologies, here
the horizon of the internet is limited only to mobile was not the only news. We got smartphones
which made this online entertainment Industry to come with an idea of connecting this internet
with our TV’s, making it smart and increasing its sale more, in the market now. So Internet television
and phones are walking hands in hands. Today no one can deny this fact of making Over - the- top
(OTT) media services as a primary medium of entertainment for us. Streaming television is its baby
being loved and accepted worldwide.
Streaming television is the digital distribution of television content, such as TV shows, as streaming
video delivered over the internet. The use of streaming online video and web television by
consumers has dramatically increased with the launch of online video platforms such as YouTube
and Netflix. A streaming service that allows users to watch live television programs from popular
cable or network channels and record shows to stream anywhere, anytime. Hence today we
prefer watching series, movies, songs, short films and TV shows on such media service provider
and production companies like Amazon prime video, Netflix, Disney Hotstar etc. Every channel
broadcasted on television had introduced its application and buy, produce series and movies to
launch online. And as a user, we have only to download the app via a internet, pay subscription
charges for application of your choice and enjoy your shows, movies anytime anywhere. This is an
advantage for us and our kids to watch or entertain oneself according to their free time, choice
and mood.
* Assistant Professor, Amity School of Hospitality/ Amity skill Institute, Amity University, Manesar, Gurugram, Haryana.
But the question is of responsibility, the production companies and distributors are all competing
to make more money out of this Over-the-top (OTT) media services. Streaming television services
are buying and launching television series and movies which does not go through any censor as
it does before being shown or broadcasted on television and theatres. “Effect” is something a
severe matter of discussion to protect our children and teens who binge on watching such series,
short films affecting their slipping grade, not going out to play, less socializing. Most importantly,
these television web programs do change the attitude of today’s youth, enhancing negative social
development, which leads to aggressive and violent behaviour with profane language learnt.
They find it refreshing to use abusive and inappropriate words while communicating, being violent
and loud in words and action. These OTT’s have a social responsibility towards society; hence
there must be a law to censor and control this stream of a wave of web series and programs being
made and launched every season. We do not deny the fact that this streaming television has
its advantage too by giving employment to many of the existing population. But a limitation or
boundary has to be decided for better future and better psychological development of our kids.
We all have gone in this comfort of switching on the television and play songs, series and programs
of choice anytime we want from anywhere. Production companies upload entire seasons at once
to encourage such behaviours. Web-series are structured with cliff-hangers at the end of every
episode to keep the viewers engaged continuously, or the viewers want to keep watching, many
times as a substitute for healing emotional damages, or disturbances.
Another medium of entertainment like going to the park, having evening walks, an entire family
is waiting to sit together to watch the movie being broadcasted on television has vanished. We,
as a family, cannot sit and watch these web series with our children and parents in our drawing
rooms. But, as a parent, for better future of our children what we can do is limit the access till they
reach a certain age, where they are ready to analyze and decide what is right to watch for their
betterment. A Law must be embedded to control this big money-making business at the name of
entertainment. Access to television programming has evolved from the computer and television
access, to also include mobile devices such as smartphones and tablet computers. Apps for mobile
devices started to become available via app stores.
Proving the addiction of viewers to virtual content that often leads to disturbances in their personal
life whether it’s displaying anti-social behaviours, increased emotional sensitivity or disrupted
sleep-cycles leading to various health issues amongst the bingers, usually youth. Researchers have
proved 95% viewers are from 18-25 age group watching it online. 42% of the total viewers affirmed
watching the web-series on a daily basis. The most preferred portals to watch these shows were
rated to be: 1. Netflix, 2. Amazon Prime, and 3. Hotstar, respectively, with the most preferred genre
being comedy and horror. Netflix is the world’s most extensive streaming TV network and also the
world’s largest Internet media and entertainment company with 117 million paid subscribers, and
by revenue and market cap.
This impulsive behaviour towards web series must be changed and consciously stop struggling
with digital media consumption.
Conceptual Study & Analysis: Rural
20 Tourism in India
Divya Mittal*
ABSTRACT
Rural Tourism is essentially an activity which takes place in the countryside, which encompasses
a wide range of attractions and activities that take place in agricultural or non-urban areas. Its
essential features are wide-open spaces, low levels of tourism development, and opportunities for
visitors to experience agricultural and natural environments directly. Rural Tourism economically
benefits local, rural communities through opportunities for rural enterprises, income generation
and jobs. It helps to cultivate the rural arts and crafts, build rural infrastructure while preserving
the environment and cultural heritage at the same time.
The primary purpose of this paper is to analyze the position of rural tourism in India. A review of
the types of rural tourism has been made, highlighting some of the case studies, the role of the
government of India in improving the status of rural tourism in India with suggested strategies for
practically enhancing tourism.
Keywords: Rural Tourism, Types of Rural Tourism, Rural Development, Strategies.
INTRODUCTION
Travel and tourism is the largest service industry in India. This sector develops and promotes
tourism, maintain the competitiveness of India as a tourist destination and improves and expands
existing tourism products to ensure employment generation and economic growth.
Rural Tourism is essentially an activity which takes place in the countryside, which encompasses
a wide range of attractions and activities that take place in agricultural or non-urban areas. Its
essential features are wide-open spaces, low levels of tourism development, and opportunities for
visitors to directly experience agricultural and natural environments. Rural tourism is one of the
latest additions in India, capable of bringing cultural, environmental and social benefits to society.
Rural tourism has the potential to help shape our society. It is a form of tourism that showcases
rural life, art, culture and heritage in rural locations, thus economically and socially benefiting the
local community as well as enabling interaction between tourists and locals for a more enriching
tourism experience.
* Assistant Professor, Amity Institute of Travel & Tourism, Greater Noida.

According to the Census 2011, India has more than 6 lakh villages which are 68.64% of the total
population. Rural Tourism economically benefits local, rural communities through opportunities
for rural enterprises, income generation and jobs. It helps to cultivate the rural arts and crafts,
build rural infrastructure while preserving the environment and cultural heritage at the same
time. This has contributed to a growing interest in rural areas. It is promoting village tourism as
the leading tourism commodity for the expansion of tourism and its socio-economic benefits to
rural areas and their new geographic regions.
The diversity of attractions makes it challenging to brief it to an exact definition. However, Lane B
(1994) gives a framework. According to him, rural tourism should be Located in rural areas.
Functionally rural, i.e., small scale enterprises, open space, natural contact, heritage, traditional
and societal practices etc.
¾¾ Rural in scale.
¾¾ Traditional in character.
Various forms represent the complex pattern of the rural environment, its history, economy and
location.
According to Getz. D. and Page S.J. (1997) rural tourism can be described as:
¾¾ The spectrum, i.e. rural and wild.
¾¾ The rustic appeal
¾¾ i.e. peace, solitude, lifestyle, nature, scenery, traditional people, recreation and adventure.
¾¾ The rural product and services.
¾¾ Involvement of rural entrepreneurs and operators.
Further, Negi J.M. (1990) emphasized on the attractions in rural areas.
¾¾ The desire for open space, quiet and peace of mind.
¾¾ Rural sports like hunting, fishing etc.
¾¾ Ethnic attractions like folklife, custom, food, drinks and festivals.
¾¾ Educational and historical attractions like castles, churches, temples, monasteries etc.
Rural tourism is an umbrella term which comprises of more forms of tourism, such as:
Agritourism- in this form of tourism Farms are the main place of activities of tourists. Darău et
al. (2010, p 41) state that agritourism “is organized by farmers, usually as a secondary activity,
agriculture remaining their main occupation and source of income”. In agritourism, it is the fact
that tourists spend nights in peasants’ houses and not especially in established accommodations.
Bird tourists participate in everyday farm activities, hence the authentic nature of experiential
tourism. As Daugstad and Kirchengastsay, “agri-tourism appeals to a target group that is eager to
have ostensively intimate, personalized, and ethically correct experiences in their holidays” (2013,
pp. 183-184).
Ethnic Tourism- it highly based on involving the local people and local community, emphasizing
on the minority population of rural place. This form of tourism shows their way of life to the
tourists. This statement is explained by Wood (1984, p. 361), who believes that the focus should
be displayed directly “on people living out a cultural identity whose uniqueness is being marketed
for tourists”. King (1994) adds that travelling for ethnic reunions to find one’s ancestry plays a
significant role in ethnic tourism.
Conceptual Study & Analysis: Rural Tourism in India 139
Ecotourism – The International Ecotourism Society has defined ecotourism as, “Ecotourism is
about uniting conservation, communities, and sustainable travel” into one form which doesn’t
harm the environment or the people. Certain conditions have to be fulfilled for a tourism activity
to be eco, such as aiding protecting and preserving nature, to use local resources (both human
and material), the activities should have a less negative impact on the environment (Nistoreanu,
Dorobanţu and Ţuclea, 2011). Some of the eco touristic activities are trips to local communities
where tourists can buy food & drinks, meting local people to learn about the traditional/ authentic
foods and drinks recipes, going at cultural attractions, hiking, biking, canoeing, skiing, etc.
Creative tourism – it simply means that the tourist learns “new skills and undertake recognizably
creative activities” (Cloke, 2007, p. 43). UNESCO adds, “creative tourism is travel directed toward
an engaged and authentic experience”. (UNESCO, 2006, p.3). Creative tourism must also meet
several purposes: it must be “a means of involving tourists in the creative life of the destination, a
creative means of using existing resources, a means of strengthening identity and distinctiveness,
a source for recreating and reviving places” (Richards and Marques, 2012, p. 4).
Culinary tourism – The primary motivation of a tourist to travel is the desire to learn and discover
authentic/ traditional dishes of a specific region. Due to its nature of activities and principles,
culinary tourism can be perceived as rural tourism, from a pastoral perspective, otherwise, it a
part of cultural tourism.
Rural tourism is an experience-oriented pursuit that has many sides. Rural tourism, predominantly,
takes place less populated, natural environments. It is focused that the culture, heritage, and
traditions of that region is preserved. This form of tourism opens doors for other tourism forms &
activities by involving in various activities in a single trip like special interest tourism, ecotourism,
heritage tourism, culture tourism, agri-tourism. The tourists participate in the creation of economic
growth of the destination.
Rural Tourism is characterized by the fact that consumption takes place where the service is
provided (Steenwagen, 2003) and the economic impact of tourism is an essential factor in the
national, regional, and public planning and economic development.
DEVELOPMENT OF RURAL TOURISM
According to Lewis, James B. (1998) et al., one of the most popular issues in rural community
development is the use of tourism as a tool for development. There is a good deal of information
about rural tourism, including economic analysis of tourism, its impacts, and its effect on people.
R.N. Kaul (1985) points out that “one of the reasons for travel has been the desire to widen one’s
knowledge and understanding about other peoples, place, and countries and study their culture,
customs, ways of life and heritage and satisfies one’s curiosity about them.
Total Foreign exchange earnings from tourism in India in 2018 were 1, 94,881 crore, registering a
growth of 9.6% in 2018 over 2017.
The foreign tourist arrivals in India continue to grow from 1.28 million in 1981 to 1,680,000 in
1991, 2.4 million in 2001, to reach 10.56 million in 2018. In the year 2018, foreign tourist arrivals
in India registered a growth of 5.2% over the year 2017.
In 2003, the Ministry of Tourism, Government of India and United Nations Development
Programme started a collaborative effort “Endogenous Tourism Project– Rural Tourism Scheme”.
It was implemented in 36 sites of the country. The primary objective of the project is to Focus on
sustainable livelihoods; it is not only limited to the economic objectives of augmenting employment
and incomes. The project aims to converge issues of sustainable livelihoods, empowerment
of women, the overall growth of youth, gender inequality, cultural sensitivity, environmental
sustainability and other disadvantaged sections.
UNDP supports the areas of capacity building, the involvement of national government
non-governmental organizations, local communities and artisans, creating strong community
private and public sector partnerships.
Rural tourism is increasingly receiving attention as tourism initiatives combine particulars of
community development, the elevation of poverty, cultural heritage and conservation of natural
resources.
The tenth five-year plan (the year 2002 to 2007) has notified tourism as one of the significant
sources for generating employment and promoting sustainable livelihood in India.
Key Central Government Schemes for Promotion of Rural Tourism:
Rural Tourism Infrastructure Development Component under PIDDC scheme – Promoting Village
Tourism: The aim of this scheme is to exhibit rural life, art, culture and heritage in villages with
core skills in handicrafts, textiles, and natural habitats. The activities permitted under this scheme
are the improvement of the village environment and the connectivity of the village within the
limits of a panchayat (does not include big roads connecting the village), solid waste management
and sewerage management, village decoration, tourism-related tasks such as procuring types
of equipment and tourist accommodation. The State government is also responsible for the
promotion of rural tourism, seeking convergence of other schemes and for broader development
at the site to benefit local communities.
Swadesh Darshan-the government is positioning Tourism as an engine of growth. Ministry of
Tourism introduced the combined development of theme-based tourist circuits. A Tourist Circuit
is a route on which at least three major tourist destinations are located such that none of them is
in the same town, village or city.
Pradhan Mantri Kaushal Vikas Yojna- It is a flagship practical-based skills training scheme
which aimed to benefit 24 lakh youth across India. In this program, at the time of assessment
& certification, the candidate is provided with monetary reward. The National Service for the
Development of Skills (NSDC) will implement the scheme and include sectoral skills councils in
defining work positions for which training may be offered.
Hunar Se Rozgar Tak- The program offers exceptional training in the trade of hospitality such as
front office, housekeeping utility, food & beverage service, food production, bakery and patisserie,
for creation of employable skills amongst youth belonging to economically weaker strata of the
society. The guidelines were revised in 2019, other courses of Laundry Machine Operator, Kitchen
Steward, Home Delivery Boy and Traditional Snack & Savoury Maker were added. In successful
assessment and completion of this training, the candidate is monetarily awarded.
Domestic Promotion & Publicity including Hospitality- It is a scheme launched to support
organizing fair, festivals &tourism related events based on the potential of a destination. Ministry
of Tourism provides financial assistance to State Governments to organize such events.
Mentioned below some initiatives taken by the government and other stakeholders in different
aspects of rural tourism.
The Uttar Pradesh government has established a rural tourism unit on the Delhi-Dehradun National
Highway-58. This unit is developed under Rural Tourism Development. It is a getaway for people
from their daily lives by following some offered activities like rural sports, innovative rural work,
rural water sports, cuisine, agriculture work & much more.
Hodka village, in the Rann of Kutch, is home to an ethnically diverse community, being cattle
herders and traditional craftspersons. Sham-e-Sarhad, Hodka village resort is an initiative by the
Endogenous Tourism Project (ETP) in collaboration between the Ministry of Tourism, Government
of India and the United Nations Development Programme (UNDP). The resort is operated as well
as owned by the Village Tourism Committee of Hodka. The resort offers an authentic experience
of the local culture, crafts and heritage. Local community members run it. At Sham-e-Sarhad,
sustainable strategies based on culture, art, craft, natural heritage and environment care, have
led to larger tourism yields, which in turn have contributed to the conservation of Hodka’s unique
community and ecology. Area’s rural poor, unemployed youth and women have been benefitted.
Rural Tourism Project at the Hodka Village in Kutch District of Gujarat won the Pacific Asia Travel
Association (PATA) award in the heritage category in 2010.
The Komic village in the Spiti Valley is the highest village in the world connected with a motorable
road. It is the highest inhabited Asian Village at a height of about 4,500 metres above sea level.
Komic, along with Demul and Langza village, provides homestays. Being the influence of Buddhist
community, these villages offer platforms to interact with Buddhist Theatre artists, cooking of
traditional recipes, farming in high altitude, mountain biking, yak safaris, do botanical tours,
experience and learn the local craft and even venture into the habitat of blue sheep, the snow
leopards and the oldest 8,00,000 years old species of Himalayan wolves!
Milli’s (2012) Study of Rural Tourism in the Tipam Phakey Village of Naharkatia in Dibrugarh District
in Assam indicates that this place has a great diversity of culture, traditions and natural resources,
which makes this place very attractive tourist destination. This village provides opportunities
to tourists where they can experience the rural lifestyle of the local people, even witness their
traditions, customs, their ethnic attire and share their local foods and cuisines in the delightful
destination. The economy of the village is reliant only on tea estate since the illegal wood business
has been stopped! Tourism and tourist activities help the villagers accrue economic and other
benefits from it. The employment opportunities and income levels of the youths have increased.
About 17 youth of which 2 are girls are engaged in the organization of ecotourism camps. The
Handloom industry and production of local handloom products have got a positive impetus. The
rural people now consciously work towards the preservation of natural resources and the rural
ecosystem. They are involved in the creation of social forests and the preservation of existing
forests since they form the very basis of rural livelihood and income generation. The villagers now
realize the importance of their almost hidden but old culture the ‘Tai culture’ which they now
consciously preserve and proudly showcase to the world.
The Rural Tourism site Aranmula in Kerala was awarded the Pacific Asia Travel Association (PATA)
Award in culture category in the year 2007.
CHALLENGES IN RURAL TOURISM
One of the biggest challenges of rural tourism is educating rural people about the significance
of rural tourism and its prospects related to the economic development of the village folklore;
bringing good change in the attitude of local communities towards tourists.
Preservation of natural resources, the environment as well as the authentic, local culture of that
place.
Language is another constraint when it comes to rural tourism. India has 22 scheduled languages.
The villagers need to develop skills for basic interaction in Hindi as well as English languages with
tourists from all over the world.
Lack of basic business planning skills can lead to hindrances when rural tourism has to be taken
to display as a tourism product in front of the world. It also needs adequate marketing and
promotional skills for making people aware of a destination.
SUGGESTED STRATEGIES FOR GROWTH OF RURAL TOURISM
They are developing a genuine interest in local communities towards this form of tourism where
they believe that they can earn money with their skills and daily activities.
Although the rural tourism projects are funded by local, state or central government but giving
control of designing, planning, managing and controlling the activities of rural tourism to the local
communities will make them understand it better and motivate them to perform better in future.
The rural destination can bifurcate the work for better management. Village tourism committee
can be divided into sub-committees for different segments such as traditional handicrafts, food &
drinks, customs & culture, village activities.
Standardized quality services, availability of systematized accommodation facilities and utilities,
proper sanitation and hygiene should be made available for the tourists.
Better infrastructural facilities, connectivity with different parts of the country.
Creating awareness amongst the potential tourist by proper marketing and promotion of the
destination, its unique products & services, through different social media platforms.
The success stories have to be thoroughly documented and promoted for the motivation of the
local people.
Sound government policy structure is very necessary to make rural tourism a practical economic
activity.
CONCLUSION
India is a land full of diversities. It has a lot of scope with its varied culture and uniqueness in
various states and even in the cities of different states. The Indian government has started inclining
attention to the rural India development, which will have led to the better economic development
of the communities. The prospects for growth of the Indian Tourism Industry are very bright.
The Foreign Tourist Arrival in India is on a steady incline. If proper management is conducted,
the potential of rural destinations will upsurge and will boost the overall development of the
village and its humankind. The Report indicates a bright prospect for the rural tourism industry.
Rural tourism has great economic, environmental and socio-cultural opportunities. Environmental
management, local involvement, sound legislation, sustainable marketing, and realistic planning
are crucial for the development of rural tourism. Rural tourism will emerge as an essential
instrument for sustainable human development including poverty alleviation, employment
generation, environmental regeneration and development of remote areas and advancement of
women and other disadvantaged groups in the country apart from promoting social integration
and international understanding.
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[1] Annual Report (2012-2013). Department of Tourism, Government of India.
[2] Cole, S. (2007). Beyond Authenticity and Commodification. Annals of Tourism Research. 34(4), 943-960.
[3] Kapur Shikha, Rural Tourism in India: Relevance, Prospects and Promotional Strategies (2016), International
Journal of Tourism and Travel ISSN: 0974-2603, Vol. 9, No. 1& 2, Pages 40-49, 2016
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Naharkatia in Dibrugarh District, Assam (India). International Journal of Scientific and Research Publications,
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[5] Ministry of Tourism (2014). Indian Tourism Statistics, Government of India
[6] Ray, Nilanjan (2012), RURAL TOURISM AND IT’S IMPACT ON SOCIO-ECONOMIC CONDITION: EVIDENCE
FROM WEST BENGAL, INDIA, Global Journal of business research, vol 6
[7] Nagaraju, L.G. (2014), Rural Tourism and Rural Development in India, International Journal of Interdisciplinary
and Multidisciplinary Studies, Vol 1, No.6, 42-48
[8] Piali Haldar, Rural Tourism – Challenges and Opportunities International Marketing Conference on Marketing
& Society, 8-10 April 2007, IIMK
[9] Lewis, James (1998): B. Parks and Recreation Article date: September 1, 1998
[10] Lane. B. (1994): what is Rural Tourism? Journal of sustainable tourism. Vol.2, pp.8-9
[11] Hodka Retrieved 19 March 2016 from the website: incredibleindia.org/eri/Hodka.php.
[12] Mili, Nitashree (2012). Rural Tourism Development: An Overview of Tourism in the Tipam Phakey Village of
Naharkatia in Dibrugarh District, Assam (India). International Journal of Scientific and Research Publications,
Vol. 2, Issue 12.1.
[13] Report of World Travel and Tourism Council on Economic Impact of Tourism in India 2011-12.
[14] Ministry of Tourism, Government of India /UNDP India (2008). Redefining Tourism - Experiences and
Insights from Rural Tourism Projects in India
[15] India Tourism Statistics (2019), Department of Tourism, Government of India.
[16] Redefining Tourism - Experiences and Insights from Rural Tourism Projects in India, 2008, rights reserved
with Ministry of Tourism, UNDP India 2008
[17] Sasu, Andreea, Karin (2016), An overview of the new trends in rural tourism, Bulletin of the Transilvania
University of Braşov Series V: Economic Sciences, Vol. 9 (58) No. 2 – 2016
[18] Alien, V., Fort, F. and Ferras, N., 2007. Hyper-real territories and urban markets: changing conventions for
local food – case studies from France and Norway. Anthropology of food
[19] Darău, A. P., Corneliu, M., Brad, M. L. and Avram, E., 2010. The Concept of Rural Tourism and Agritourism.
Studia Universitatis “VasileGoldiş”, Vol. 5, Nr. 1 pp.39-42.
[20] Nistoreanu, P., Dorobanţu, M. R. and Ţuclea, C.E, 2011. The trilateral relationship ecotourism – sustainable
tourism – slow travel among nature in the line with authentic tourism lovers. Journal of Tourism, Vol. 11,
pp. 29-40
[21] Wood, R. E., 1984. Ethnic Tourism, the State, and Cultural Change in Southeast Asia, Annals of Tourism
Research, Vol. 1, Nr. 1, pp. 353–374.
[22] Cloke, P., 2007. Creativity and tourism in rural environments. In: G. Richards and J. Wilson (eds.), Tourism,
Creativity and Development. Taylor & Francis eLibrary.
[23] UNESCO Creative Cities Network (2006) Towards Sustainable Strategies for Creative Tourism: Discussion
Report of the Planning Meeting for 2008 International Conference on Creative Tourism Santa Fe, New
Mexico, U.S.A
[24] Guidelines of Ministry of Tourism regarding rural tourism development, Kurukshetra, May 2012, Vol.-60,
No.7
[25] UNWTO (2016). UNWTO Definition of Tourism (2016). Retrieved 09 March 2016
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Rural Development Division
WEB REFERENCES
[1] tourism.gov.in
[2] rural.nic.in
[3] uptourism.gov.in
[4] incredibleindia.org
[5] india.gov.in
[6] swaniti.com
Sustainable Adventure Tourism: An
21 Indian Perspective
Gauravdeep Singh Bhatti*
ABSTRACT
Adventure Tourism is a niche product that has tremendously grown over the past few years. In 2010,
Adventure Travel Trade Association (ATTA) in collaboration with George Washington University
(GWA) conducted the first research in adventure tourism on the study of market size. The global
adventure tourism market was estimated at $89 million in 2010 following an increase of 195% in
two years in 2013 reaching $263 million making adventure travel the fastest growing and most
trending segment of Tourism. The findings of the study stated that 42% of the travellers took
adventure trips. In 2018, the growth rate went steadily up at $584 billion and which is projected
to surpass $1000 billion in the coming five years. Its growth has been seen worldwide, but some
countries like India, Nepal, and Bhutan have witnessed a high demand. The major reason behind
this is the presence of mighty Himalayas. More than 70% of the Himalayas lie within the country
borders. Neighbouring countries of Nepal and Bhutan have also benefited from the presence of
the Great Himalayas. The goal is not only to flourish adventure tourism but to keep the demand
sustained for a very long time. To do so, the concept of ‘Sustainable Adventure Tourism’ comes into
play.
INTRODUCTION
As per the findings of adventure tourism market study conducted by the Ministry of Tourism, in
2015 a total of 30,01,141 tourists were on adventure travel, out of which 4,58,278 were foreigners
(including NRI), and the remaining 34,59,414 were Indian citizens.
The year 2018 was celebrated as the year of ‘adventure travel’. Being blessed with varied
geographic features, including mountains, sea, and plateaus; the country’s potential in adventure
tourism is unlimited. Technological advancements, improved infrastructure, and ease of travel
have portrayed the future of adventure tourism in India.
To date no exact definition of adventure tourism is present in the books of UNWTO; however,
the Adventure Travel Trade Association (ATTA) defines adventure tourism as a trip that includes
* Department of Tourism and Hotel Management, Kurukshetra University, Kurukshetra, Haryana.

at least two of the following three elements: physical activity, natural environment, and cultural
immersion.
Adventure tourism is a dynamic and spirited sector. Adventure activities across the globe are
dependent on locally available resources. There can be varied reasons for taking an adventure.
Travel. Travellers could be adventure takers for a particular activity or maybe seeking a changed
activity on every trip. Adventurers could be travelling for indulging in extreme activities and may
not be seeking professional and commercial support in performing the activity. Travellers could
also be the reverse of the mentioned type who is travelling for indulging in a particular activity but
require professional as well as commercial help while performing the activity.
Established in 1990, the Adventure Travel Trade Association (ATTA) is a private for-profit industry
trade group that works for promoting, educating, and professionalizing the adventure travel
industry. It works carrying the goal of serving its members by advancing them in responsible and
sustainable adventure travel practices. ATTA is the major global governing body in adventure
tourism. It works in close contact with UNWTO and other global travel trade organizations.
Established in 1994, the Adventure Tour Operators Association of India (ATOAI) was envisioned
by seven founder members from the ATTA for both group and individual profits by establishing
adventure as a significant niche product of tourism in India. The association was set up to spread
awareness regarding the hidden potential for adventure tourism by adopting sensitive and
environment-friendly ways. The overall goal of the association is the promotion of adventure
travel in the country and even to spread awareness overseas about the potential of the adventure
segment of India.
CONCEPT
The concept of sustainable adventure tourism emerged from the amalgamation of ‘Sustainable
Tourism’ and ‘Ecotourism.’ Most of the norms and methods used in sustainable adventure tourism
are similar to that of both the mentioned types but the difference prevails according to the
situation, applicability, location, local culture, etc.
In 2004, the United Nations World Tourism Organization (UNWTO) defined Sustainable Tourism
as follows;
“Sustainable tourism development requires the informed participation of all relevant stakeholders,
as well as strong political leadership to ensure wide participation and consensus-building.
Achieving sustainable tourism is a continuous process and it requires constant monitoring of
impacts, introducing the necessary preventive and/or corrective measures whenever necessary.
Sustainable tourism should also maintain a high level of tourist satisfaction and ensure a meaningful
experience to the tourists, raising their awareness about sustainability issues and promoting
sustainable tourism practices amongst them.”
In 2015, The International Ecotourism Society (TIES) defined ecotourism as follows;
“Responsible travel to natural areas that conserves the environment sustains the well-being of the
local people which involves interpretation and education.”
The concept of ecotourism first emerged in the 1980s but in 1992 UNWTO participated in the
United Nations conference on environment and development held in Rio de Janeiro, Brazil, where
‘Agenda 21’ was created. It was the year when both the concepts of Sustainable Tourism and
Ecotourism were raised at a global level resulting in a plan of action and laying down of Sustainable
Development Goals (SDG’s) to achieve the long term goals of sustainability and ecotourism.
Sustainable Adventure Tourism: An Indian Perspective 147
ADVENTURE TOURISM, ECOTOURISM, AND SUSTAINABILITY

Sustainability refers to the wise use of presently available resources so that it could meet the
demands of future generations. In the case of sustainable adventure tourism, it means that the
natural resources involved in the adventure activities, i.e. sea, mountains, forests, etc. need to be
used wisely so that these resources could serve the purpose of adventure for the futuristic term.
These terms are interchangeably used but are varied in practicality. Ecotourism is a soft form
of adventure tourism where the thrill and adrenaline factor is less likely present or sometimes
absent. It involves going to places of natural beauty and strictly adhering to the local norms and
cultural values, thereby promoting sustainable tourism. It is less likely to be money-oriented and
more nature-oriented.
Sustainable adventure tourism is not as soft as ecotourism as it involves adrenaline junk and thrill
factor. Unlike ecotourism, it is more money-oriented, and so it isn’t easy to consider sustainability
when it becomes a money thing. Sustainable adventure tourism involves arranging activities in
such a way that these can be carried out over a long period without causing any damage to natural
resources, local culture, and regional norms.
CHALLENGES & OBSTACLES
Being a non-commercial path, the topic of sustainability is left untouched practically. The major
reason behind this is that the theoretical guidelines have almost 20-30 % of practicality which is
not enough to make adventure tourism sustainable. Some major challenges faced in implementing
the sustainability factor in the adventure are as follows;
1. In the world of money power, the main focus is money-making rest everything is very less
likely considered.
2. A typical mindset that no one person can contribute to sustainability is wrong.
3. Lack of strict guidelines and SOPs by Government and other adventure tour is operating
authorities.
4. Absence of standards and norms promoting Sustainable Adventure Tourism.
TECHNIQUES & STRATEGIES
There are no set guidelines as of now for a sustainable approach towards adventure tourism.
However, many private/ public associations and organizations work upon providing some basic.
Outlines which help in making adventure tourism more sustainable. A reasonable difference is
seen between the theoretical and physical implementation of guidelines for its applicability.
All methods of starting and managing the business of adventure tourism must firstly filter through
the funnel of sustainability. The goal should be set, keeping in mind the money earned through
the adventure tourism business. The fact should be undoubtedly followed that making money
and making and making adventure tourism sustainable are two different paths that need to be
combined in such a way that both goals are equally achieved in a balanced way.
Some basic strategies and guidelines concerning with sustainability of adventure tourism are as
follows;
1. Adventure Tour Operators must strictly implement ‘take garbage along with’ policy where the
trash is not left behind and taken back to the point to the origin. Use of Garbage bags and
portable handy bins must be done. It is also known as ‘Leave No Trace’ policy, but the former
is more effective if implemented strictly.
2. The carrying capacity of the types of equipment and venue must strictly be taken into
consideration. The tour operation license must be immediately cancelled if found exceeding
the limit of carrying capacity.
3. A safety deposit must be taken if the client is caught littering or damaging the resources of
the place.
4. All year round adventure activities must be validated with multiple inspection checks by the
concerned authorities.
5. Customers and employees must be directed towards the concept of sustainability along with
their safety briefing.
6. Strict rules and regulations are involving hefty penalty and even imprisonment if found causing
damage to nature and its resources.
CONCLUSION
Being a newly emerged concept, its applicability in the field does not produce expected outcomes
every time. However, many new findings and ideas are seen coming up in the field of adventure.
Undoubtedly adventure travel is the highest growing segment of the tourism industry which needs
to be governed. The norms of sustainability act as control lines which restrict the activity beyond
their limit. It ensures the working of adventure travel inside the boundaries of sustainability,
thereby ensuring healthy growth of adventure tourism in the long run along with visible benefits
and perks of the sector.
REFERENCES
[1] h ttp://www.atoai.org/
[2] h ttps://www.adventuretravel.biz/
[3] h ttps://ecotourism.org/ties-overview/
[4] http://tourism.gov.in/sites/default/files/Other/Adventure_Tourism_Final_Report
The Effect of AL, Robots, Human: Made
Consciousness, and Administration
22 Computerization on Service Experience
in Hotel Industry before & after COVID-19
Lovelesh Gupta*
ABSTRACT
The motivation behind this part is to assess the execution of advances from visitor administrations,
development, and guest encounters. The paper centres on the estimation of robots, administration
computerization, and man-made reasoning in accommodation and looks at their impact on
administration quality.
Structure/philosophy/approach:-The part is a basic and calculated outline of the rise and usage of
robots, administration mechanization, and man-made consciousness in the neighbourliness with
an accentuation on administration, administration quality, and visitor experience. A far-reaching
diagram of the scholastic writing of client assistance and visitor experience is joined with industry
models from different help tasks in accommodation to look at the usage of RAISA in the cordiality
business from a scope of scholarly and functional perspectives.
Discoveries: - The section contends that despite the worldwide acknowledgement of advances in
administration enterprises when all is said in done and neighbourliness specifically, it stays hard
to locate the correct harmony among computerized and human communications. With regards to
support quality, the execution of robots and administration robotization is progressively significant
for increasing the upper hand. However, the arrangement of increasingly customized visitor
encounters stays questionable.
Innovation/esteem: - The investigation gives an exhaustive and efficient audit of RAISA in an
accommodation setting and analyzes their effects on administration quality. The part is a basic
assessment of the capability of RAISA to change the administration experience and brings up some
significant issues concerning the requirement for RAISA, its reasonable ramifications and effect
over the comprehension and estimation of administration quality.
Keywords: - Robots; Administration Robotization; Computerized Reasoning; Administration
Quality; Visitor Experience
* Assistant Professor, Shri Vishwakarma Skill University, Palwal, Haryana.

INTRODUCTION
Accommodation alludes to the acts of inviting and engaging visitors and guests (Walker, 2016).
As Jones (2002, p.1) clarifies, neighbourliness administrations are principally focused upon
the arrangement of food, beverages, and settlement, and can occur inside both business and
non-business foundations (Lashley and Morrison, 2000). Lodgings and cafés are generally what
‘individuals think about the friendliness business’ (Barrows, Powers, and Reynolds, 2012, p.4) and
client support, and all the more explicitly, the individual connection among host and visitors is the
thing that characterizes cordiality as an industry which may be ‘about the individuals’.
Be that as it may, the idea of cordiality when all is said in done, and the desires for administration
and administration quality specifically, have changed in the previous barely any decades.
An examination by Meyer and Schwager (2007) has announced that the hole between what
clients expect and what clients get can be very significant. Their overview has discovered that
while 80% of clients anticipate an unrivalled encounter, just 8% are pleased with the result. The
comprehension of visitor fulfilment has changed, to a great extent driven by various components,
for example, across the board accessibility and circulation of data advances. The present
carefully propelled purchasers currently expect all the more mechanically determining items
and customized encounters (see, for instance, Enz and Siguaw 2003; Kandampully, Zhang, and
Jaakkola, 2018). Because of client desires and as a way to improve client experience the board,
numerous friendliness organizations have begun to embrace new ways to deal with administration
experience that include administration computerization, portable applications, man-made
reasoning and even the inclusion of administration robots (Ivanov and Webster, 2018; Ivanov,
Webster and Berezina, 2017)
This section centres on the job of robots, computerized reasoning, and administration mechanization
(RAISA) on administration quality and administration involvement with neighbourliness. It tries to
investigate the usage of advances for visitor administrations, development, and guest encounters.
The part contends that the idea of administration has been affected by the ever-developing
nearness of advancements, joining of man-made brainpower and boundless notoriety of
administration computerization. Therefore, administration quality and visitor fulfilment are not,
at this point estimated by ‘how’ administration is given, however, progressively as ‘what’ is given.
Specific consideration is given to the utilization and estimation of administration computerization
and man-made reasoning in both business and social settings and a few concerns, for example,
normalization of administrations, overdependence on advances, and functional loss of individual
touch are likewise basically examined and investigated.
THE IMPACT OF RAISA ON ADMINISTRATION QUALITY AND ADMINISTRATION EXPERIENCE
One of the most striking references in the advertising writing is Peter Drucker’s (1973, p.79)
contention that ‘to fulfil the client is the crucial reason for each business’. Inside the setting of
friendliness, visitor fulfilment has generally been estimated by ‘the degree of by and large joy or
happiness felt by the clients, coming about because of the capacity of the experience to satisfy
the client’s wants, desires and necessities’ (Qui, Ye, Bai and Wang 2015, p.91). This craving to
satisfy the client has been integral for accomplishing administration greatness concentrating on
the comprehension and satisfaction of clients’ needs and needs (Lashley, 2000).
This talk, in any case, has changed with the rise RAISA and all the more explicitly, the utilizations
of RAISA in movement, the travel industry, and cordiality. As Ivanov (2019) illustrates, the
The Effect of AL, Robots, Human: Made Consciousness, and Administration Computerization... 151
development of RAISA now permits numerous organizations, including cordiality and the travel
industry, to ‘change’ their tasks and therefore lessen costs, animate profitability and improve the
proficiency and unwavering quality of the administrations they offer. Administration mechanization
and especially, self-assistance advancements, have for some time been utilized at air terminals
(for example traveller administrations, e-visa doors), inns (for example registration/out_ or go
organizations to give data (see, for instance, del Rio, Moctezuma, Conde, de Diego and Cabello,
2016; Kucukusta, Heung, and Hui, 2014) and they improve the general clients’ understanding
(Bogicevic et al. 2017), diminish holding up times (Kattara and El-Said, 2013) and decline
operational expenses (Chathoth, 2007). Man-made brainpower gives chances to various sorts of
explicit investigations and research instruments; however, has especially likewise increased energy
with the undeniably significant improvement of facial acknowledgement (Del Rio et al. 2016).
Robots, as showed by Ivanov et al. (2019) and Ivanov, Wester and Berezina (2017), have been
presented in neighbourliness and the travel industry moderately later than different businesses
(for example designing) yet have progressively been embraced by numerous friendliness and the
travel industry organizations as they give a financially savvy answer for some mind-boggling issues
(Ivanov and Webster, 2018) while additionally improving the client experience (Kuo, Chen, and
Tseng, 2017; Papathanassis, 2017).
The execution of RAISA in neighbourliness has likewise changed our comprehension of
administration and administration quality. Figure 1 shows how the degree of usage of RAISA
characterizes the changing impression of administration quality and in particular, drives the
move from client support to ‘essential experience’ and from ‘individual, social association’ to
‘individual commitment in the enthusiastic and scholarly way’. The figure represents how RAISA
has affected the way administration quality is seen and estimated indicating the effect of RAISA on
the calculated comprehension of administration quality, the move from client support to ‘visitor
experience’, and above all, the move from ‘process development’ to ‘item advancement’. To start
with, RAISA has changed our comprehension of administration, all the more explicitly, how the
client is managed, and clients’ assumptions regarding proficiency and speed of administration.
Fig. 1: Impacts of RAISA on service quality in hospitality

Early scholars, for example, Burgess (1982, p.50) contend that neighbourliness ought to be
comprehended as a social relationship and portrayed by the benevolent, inviting, and warm
conduct of the hosts to the clients. Such understanding characterizes administration as the
cooperation among customers and client confronted staff and contend that administration
quality depends on the nature of the procedure, for example threatening the client (for example
individual touch, regard for subtleties) and the capacity of the hosts to make a wonderful,
unwinding and ‘friendly’ condition (see Blain and Lashley, 2014; Brotherton, 2005; Brotherton and
Wood, 2008; Lashley, 2000). In any case, the development and appropriation of innovations have
tested this comprehension. As contended by Kandampully et al. (2018), administration quality is
not, at this point the aftereffect of the administration experiences among ‘hosts and visitors’ and
incredibly relies upon significantly subject to office structures, in-room advances, and diversion.
The significance of giving an ‘administration’ however ‘important experience’ has been integral
to the development of accommodation items and administrations (Bharwani and Jauhari, 2013;
Hemmington, 2007; Melissen, van der Rest, Josephi and Blomme, 2018; Sipe and Testa, 2018) and
under Pine and Gilmore’s (1998) thought of ‘experience economy’ - the move from an assistance
based economy to encounter based economy in which the money related accomplishment of a
business lies in the formation of encounters rather than the conveyance of administrations and
items. As crafted by Gartner (2014) precisely illustrates, an incredible number of organizations (89%
of his respondents) view client experience as their principal instrument for increasing an upper
hand. The job of RAISA in this setting is essential as innovations, customized benefits, and even
help mechanization can be considered as vital parts inside the ‘experiential nature’ of cordiality.
Crafted by Ruy and Jang (2018) on café encounters and Johansson and Naslund (2009) on voyage
transport encounters further to exhibit this contention. The execution of RAISA, as represented in
Figure 1, affects the changing theoretical meaning of administration quality which is not, at this
point comprehended as the result of an ‘individual association’ (administration experience) yet
‘individual commitment in the enthusiastic and scholarly way’.
Second, the execution of RAISA has progressively affected the way administration quality is
estimated. Customarily, administration quality is analyzed through the focal points of Grönroos’
dimensional model (1984) that gauges the result (specialized quality) and the procedure (utilitarian
quality) or Parasuraman, Zeithami and Berry’s (1988) SERVQUAL dependent on five measurements
(physical assets, unwavering quality, responsiveness, confirmation, and sympathy). The two
models put an accentuation on the thought of administration and the communication among
‘hosts’ and ‘visitors’ and contend that the ‘procedure’ in the Grönroos ‘s model or ‘responsiveness’
in the SERVQUAL are vital ideas that add to the client support (see likewise, Pijls-Hoekstra, Groen,
Galetzka, and Pruyn, 2017). On the off chance that client support and visitor fulfilment have
generally been estimated by ‘how’ administration is given, at that point with the development
of RAISA the centre has moved to ‘what’ is given. The need for advancements is fundamental,
and numerous travel industry and accommodation suppliers have concentrated their venture on
both procedure and item developments (see Bilgihan and Nejad, 2010; Hall and Williams, 2008).
The visitors’ desires and visitors’ impression of administration quality are currently significantly
more centred around the requirement for advances as opposed to the will to utilize advances, and
developments, for example, in-room amusement, keyless room passage, and simplicity of utilizing
Artificial knowledge-empowered virtual operators are progressively seen as the new standards of
visitor fulfilment.
Instances of procedure advancements are the rise of versatile applications and across the board
interest in administration mechanization. Also, to some movement organizations (see Moresan
and De Franco, 2016), neighbourliness firms have created versatile applications to improve the
administration experience. For instance, Marriott Mobile App, among different functionalities, fills
in as a computerized room key and permits visitors to go legitimately to their room, rather than
holding on to be checked in. Another model is Hyatt’s Twitter Concierge that empowers lodging
visitors to tweet concerns, extraordinary asks for, or request data every minute of every day (see
Robles, 2017).
The need for administration robotization has bit by bit developed because the clients requested
productivity, unwavering quality, and speed of administration – a portion of the new factors
of how administration quality is estimated, particularly with the prominence of minimal effort
convenience and inexpensive food specialist co-ops. To react to these requests, a continually
expanding number of friendliness suppliers keep on putting resources into advancements to
make their administration progressively proficient and solid. For instance, self-administration and
administration computerization are currently reforming the administration businesses, including
neighbourliness, and have become the current age cash. A review from The Center for Hospitality
Research at Cornell University (Linton and Kwortnik, 2015) has discovered that clients presently
incline toward administration mechanization for a wide assortment of errands and collaborations
(see additionally Giebelhausen, 2014). Thus, self-administration booths have been presented
at lodging gatherings empowering visitors to look at in and keeping in mind that additionally
making their room key (Oh, Jeong and Baloglu, 2013). In the food business, eateries, for example,
McDonald’s and Wendy’s have put vigorously in self-administration stands and tablets utilized by
clients to make orders, while others, for example, Yo Sushi, have created robotized administration
instruments to serve their clients (see Klein, 2017; Ivanov, Webster and Berezina, 2017).
Instances of item advancements are the expanded notoriety of visitor room robotization and the
utilization of Artificial Intelligence (AI). For instance, CitizenM in London has presented the ‘Moon
Pad’. This room tablet permits lodging visitors to take an ‘unlimited authority’ of their room,
including room temperature, lighting, TV, and even the window blinds (Nicholls, 2014). Thus, the
Shangri-La in Abu Dhabi has presented a ‘Visitor Automation System’ that naturally changes the
status of the room from ‘Involved’ to ‘Empty’ when the visitor is absent and changes the room
temperature while giving essential data to the front counter (Hospitality Tech, 2017). Man-made
brainpower (AI) has likewise entered accommodation from multiple points of view. Since the time
the development of Apple’s Siri and Amazon’s Echo and Alexa, accommodation organizations have
joined the race to amuse their clients with new AI encounters. For instance, Hilton’s Connie, the
main AI robot to fill in as an attendant, have altered our comprehension of AI. Connie depends on
IBM’s Watson AI programming and gives data about destinations and guest attractions that can
respond to basic inquiries and even gains from client communications to improve its future reactions
(Trejos, 2016). In Singapore, two AI-empowered virtual specialists have been created. SARA gives
data and virtual help to clients and visitors of Singapore (NiculescuET al.2014). In contrast, CLARA
gives café suggestions and other general data, for example, methods of transportation, touring,
and so forth. (D’HaroET al.2015).
One of the inexorably well-known research areas is the rise of robots in numerous cordiality
activities and the human-robot collaborations (Collins, 2015; Murphy, Hofacker, and Gretzel,
2017; Sun Tung and Law, 2017). Robots have been presented in numerous parts and ventures, for
example, human services, fabricating, bundling, food creation (Angulo, Pfeiffer, Tellez and Alenya,
2015; Blackman, 2013). They are progressively rising in friendliness and the travel industry. For
instance, Starwood Hotels have presented a mechanical steward called Boltr who can convey
products to clients (Crook, 2014) while Royal Caribbean has introduced robots to fill in as barkeeps
on their leader Quantum of the Seas (Golden, 2014). In Japan, Henna-na Hotel has executed useful
streetcars robots to go with inn visitors to their room while conveying their baggage and has been
the main inn to present humanoid robots at their front counter (see Lewis-Kraus, 2016). Robots
could be considered as both ‘item’ and ‘procedure advancements’. They can be broken down
with regards to process developments as they address the contemporary needs of the present
age of carefully propelled buyers while likewise giving savvy and cost-proficient choices for the
organizations (Ivanov and Webster, 2018). From another point of view, the usage of robots ought
to likewise be dissected as an item development. For instance, the T-rex humanoid robot at Henna-
na Hotel in Japan has brought tremendous fame pulling in a large number of inquisitive guests
consistently (Kikuchi, 2017). In Ghent, Belgium, the humanoid robot Mario, a ‘representative’ of
The Marriott Hotel Ghent, has become a nearby big name. As per Annabelle Stevens, Marketing
Manager of the inn, Mario has ‘taken numerous hearts’ and now works with younger students,
visit the neighbourhood football club, give welcome/goodbye addresses at occasions, and even
functions as a mascot! (Horecatrends, 2015).
This area has talked about the execution of RAISA in neighbourliness and has analyzed the basic
effect of RAISA on administration and administration experience. The principal contention raised
and continued all through the segment is that the usage of RAISA has changed the comprehension
of administration, administration quality, and above all, how administration quality is seen and
estimated in the 21st century. RAISA has added to the rise of both procedure and item advancement
and has step by step changed the desires for clients to buy and connect with and collaborate.
RAISA AND SERVICE QUALITY – SUGGESTIONS FOR WHAT IS TO COME
As showed in the past segment, the usage of RAISA has outlined the extraordinary capability
of advancements in friendliness and their essential job for giving a ‘significant experience’. As
contended by Ivanov, Webster, and Berezina (2017), RAISA can overwhelm numerous section level
occupations in accommodation and subsequently improve the cost-proficiency of the organizations
in a long haul. RAISA additionally has other significant ramifications - they would permit prepared
representatives to concentrate on giving a progressively close to the home visitor experience. For
instance, Tom Beedon, General Manager of the Residence Inn in Los Angeles, clarifies how Wally,
their hand-off robot, has improved the client experience. He recognizes that Wally is a visitors’
most loved and carries happiness to their remain however centres around its basic job to perform
basic undertakings in an exceptionally productive manner (for example conveying a Subway to a
visitor room). For him, having Wally spares quite a bit of valuable time for different representatives
who can concentrate more on visitor associations and visitor experience (Residence Inn, 2016).
Despite the prominent focal points of RAISA, nonetheless, their usage additionally brings up
numerous significant issues concerning the idea of administration quality. In the first place, it is
evident that RAISA might improve the visitor fulfilment levels at cordiality foundations where the
significance of administration is not exceptionally fundamental for their business. For example,
both Henn-na in Japan and the Residence Inn in Los Angeles are spending lodgings which depend
on a fruitful combination of ‘developments’ to draw in clients. Further research is expected to
investigate the capability of RAISA to change the picture of such lodgings from ‘minimal effort’
or ‘spending plan’ to ‘comfort’ and ‘moderate’. Besides, experimental research is expected to
contemplate the clients’ perspectives towards RAISA and all the more explicitly, regardless of
whether administration computerization, robots, and man-made brainpower are considered
‘procedure’ or ‘item’ developments.
Second, the remarkable degree of execution of RAISA in friendliness during the previous
decade could make us consider the calculated idea of administration quality. With the ascent
of administration advancement and fame of administration robotization, the administration
experiences among ‘hosts’ and visitor’ could be an uncommon benefit held by a couple of
accommodation suppliers which could bear to put resources into the human collaborations
among staff and clients. Crafted by Pine and Gilmore (1999) advocates the idea that administration
experience is founded on administration experiences at various phases of the utilization procedure
and crafted by Bharwani and Jauhari (2013), Bujisic et al. (2014), Lai, Hitchcock, Yang and Lu (2018)
and Nixon and Rieple (2010) likewise feature client worker connections as the central component
in giving a decent client experience. In this way, regardless of the development and across the
board execution of RAISA, there is a space for personal communications however would they say
they are the eventual fate of friendliness or uncommon benefit just held for chosen foundations?
CONCLUSION
This part has concentrated on the inexorably significant job of RAISA in cordiality and the travel
industry. It has broken down the rise and across the board of RAISA with specific accentuation
on their effect on visitor administrations, visitor experience, and administration development.
The section contends that despite the worldwide acknowledgement of advancements in
administration enterprises as a rule and cordiality specifically, it stays hard to locate the correct
harmony among computerized and human connections. On the one hand, the execution of RAISA
is without a doubt cost-proficient, could pull in new client sections, and can be viewed as both
‘item advancement’ and ‘administration development’. On the other hand, even though our
comprehension of administration and administration quality has changed with the rise of RAISA,
human-focused cooperation’s are as yet essential to the idea of the visitor experience, to a great
extent because the failure of advancements (incl. humanoid robots) to pass on human-focused
encounters and focus on the detail.
With regards to support quality, the execution of robots and administration robotization is
progressively significant for increasing an upper hand. Nevertheless, the arrangement of increasingly
customized visitor encounters would, in any case, require a ‘human touch’. Additionally, with the
speed of advancements and the eagerness of cordiality business to additionally depend on RAISA,
human-focused encounters could be the new money of extravagance neighbourliness, and giving
human-focused help could turn into an inexorably uncommon yet profoundly esteemed result of
things to come. Cordiality and the travel industry need RAISA – not exclusively to give a practical
answer for basic, section level activities yet, besides, to feature the basic need of prepared and
taught representatives. Friendliness is (and will be) an industry portrayed by its impalpable nature.
Along these lines, fulfilling the wide and assorted needs of visitors require considerably more than
an imaginative designing thought.
Further research ought to investigate the ‘digitalization’ of the visitor experience and the degree
to which RAISA help personalization and how it impacts the visitor experience from both item
and procedure development points of view. Future research subjects could likewise investigate
the estimation of human-focused administrations in different pieces of neighbourliness activities
(for example front of house versus food and drink) and the impression of various ages towards
administration quality and the degree to which RAISA assumes a basic job for the visitor experience.
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Agro-Tourism: A Booster in Farmers’
23 Income
Tripty*
ABSTRACT
Agricultural tourism; which is also known as Agra tourism or Agrotourism, is trending worldwide
currently. This makes the urban people get out of their daily routine and linked with rural roots. It
would be a great market for tourists. It is becoming an essential part of tourism and brings back
the people who have entirely moved to urban areas and lost contacts which agriculture. Inviting
the public onto your farm carries certain liabilities, But it will faster relationship between the
farmer, the people and the local community.
Apart from fun and Joy, it is also helpful in managing supplementary income for farmers. It will be
useful in reducing the financial risks of farmers and be a source of continuous cash flow throughout
the year.
This sector is the most suitable for a country like India, which is known for its agriculture, where
about 50% of the workforce is engaged in an agrarian sector when making policy for doubling
farmers’ income, the GovernmentGovernment must come from a policy to support this endeavour
State like Maharastra is doing well in Agro-tourism.
Keywords: Agro Tourism, Rural Tourism, Sustainability, Mother Nature, Diversifying Income Source
When the Government Government of India has targeted to double farmers’ income till 2022 by
diversifying their profession, then Agrotourism may be the best way to reach towards goal. It has
a huge scope in a country like India, where Agriculture sectors dominate in engaging half of the
workforce of the country. Many Indian states; for example Maharastra, are advancing them solve
on this way of Agrotourism. Our Neighbouring countries like Srilanka and Malaysia are doing well,
so we shouldn’t assume they are only suitable for western countries.
INTRODUCTION
Agrotourism is a form of rural tourism which brings the visitor to agricultural, farming or rural
environments, but encompasses much more compared to mass tourism; agrotourism offers a
great alternative if you years for freedom and adventure in nature sustainability and environmental
* Research Scholar, Deptt. of Economics, J.P. University, Chapra, Bihar.

protection care to agrotourism ethos and practice. It’d aim is to connect individuals and small
groups to traditional rural life, and activities related to it, which provide enjoyable and educational
experiences. This form of tourism will appeal to the conscious-minded traveller and outdoor
enthusiast who enjoys the experience of meeting new people, learning about their customs and
traditions, and exploring beautiful landscapes.
Agrotourism is a hybrid subset of rural tourism. It is a burgeoning industry that emerged from
the merger of agriculture and tourism industry. The global agritourism market is experiencing an
impressing growth due to its establishment as a viable alternative to sustainable development and
its ability to uncover new market opportunities for farm products and services.
Agrotourism encompasses a wide variety of activities and provide a mean for farmers to diversify
and supplement their income such activities may include wildlife study, honest festivals, farm stay
and other.
LITTLE DIFFERENT FORM RURAL TOURISM -
Since Agro-tourism is the part of rural tourism; still both are a little bit different from each other
in few cases; like –
(A) Rural tourism enterprise does not necessarily occur on a farm or ranch or at an agricultural
plant.
(B) They necessarily don’t generate supplemental income for the agricultural enterprises.
HOW AGROTOURISM IS BOON FOR FARMERS
1. Supplementary income for the farmers apart from farming –
Having multiple streams of income is a great idea when you’re farming. This one offers an
opportunity to generate additional income from an existing land base.
2. Continuous Cash flow all around the year including the offseason –
Adding agrotourism provide and opportunity to make the farm pay the rest of the year, with a
little ingenuity.
3. Opportunity to sell products grown and harvested in the farmers’ agricultural operation –
The crowds drawn to farm as tourism destination may be interested in making the purchase.
The appreciation and understanding that tourists have developed through their agritourism
experience may encourage them to support Farmers’ endeavour and bring home natural
products.
4. Farm Product Diversification
For alluring more number of tourists; Farmers will diversity their cropping pattern because
tourists may demand different and diverse products.
5. Managing the risk in farming occurred due to uncertainties of production and marketing –
Farmers are sufferers of market-oriented risks along with natural disaster. They have no
convenience to store grains in the market; sometimes, the rate of their crops goes lower than
their production cost. In such a situation, earning from agritourism manage the risk in farming.
Agro-Tourism: A Booster in Farmers’ Income 161
6. Provide job opportunities for farm household member –

Agrotourism includes various activities like horse riding, wine tasting etc.; so it needs more
number of workers, which may be supplied form farmer’s family members
BENEFITS OF AGROTOURISM TO SOCIETY
1. Agrotourism will assist in rural development. Conveniences will be made available to tourists,
will lead to rural development.
2. When more jobs will be available,
(a) It will prevent the migration of rural population to the urban areas seeking jobs.
(b) It will eradicate unemployment among rural youth.
3. The only way to get your mind and body cleansed and fresh is going on Agro-tourism.
4. The agricultural activities that one performs as a tourist can be the best experience and learn
about his family, which one can use in one’s life ahead. One can also become a pro at such on
farms activities and visit the farm news and then to enjoy the best tourism.
5. Today Urban children’s world has become limited in the closed-door school, classes, cartoon
programs on the television, video games, chocolates, soft drinks, spicy fast food, computer,
internet and so on, they sec mother nature only on the television screen. If these children
interact with Mother Nature directly, they will be crazy about it.
CASE STUDY OF MAHARASTRA
The state of Maharashtra is the pioneer state to develop and promote Agri Tourism in the country.
For the same purpose, a particular body is created named “Agritoursim development corporateion
(ATDC)” in 2005. Pilot Agritourism project of 28 acres started in Pune district. The main activities
include operating its Agro tourism centre along with encouraging more farmers to take up Agro-
tourism, conducting training and Research programs. It is an umbrella platform wherein most of
the tourist’s reservations are booked, and then tourists are sent to a different centre. This saves
on the marketing cost of the farmers.
In 2007, ATDC launched training and skills development programmes with Maharastra state Agri
tourism vistar Yojana. First, 52 farmers were selected in Maharastra, and the story continues. This
agritourism model has been replicated in 328 Agritourism centre across 30 districts in Maharastra,
which has helped to conserve and enhance the village environment, village traditions and culture,
customs, village Arts and handicrafts, Agritourism model gives the authentic experiences to the
visitors by showcasing village culture, agriculture, traditions that have helped gain sustainable
supplementary income source and generated local employment.
The ATDC survey in 2014,2015,2016 shows that 0.40 million, 0.53 million, 0.7 million tourists have
visited these centres respectively totally generating 35.79 million Indian Rupees to farmers’ family,
did jobs to women and youth in the rural communities. This created a win-win situation for not
only the farmers or the tourists but also the Govt. of Maharastra accepted Agro tourism with open
arms in Maharastra Tourism Policy, 2016.
SCOPE OF AGRO-TOURISM IN INDIA
In India, agro-tourism is gaining higher importance in the region’s tourism industry as agriculture
contributes significantly to the nation’s development. Agrotourism is practised in India since 2004.
It is a quite popular concept in other countries like the U.S, U.K., Italy and Malaysia Agro-tourism
can be well successful in places with agricultural heritage, and India has a high potential in this
sector.
The agro-tourism industry is expected to grow at a notable pace during the upcoming years due to
the impact of various determinants such as rising curiosity among tourists regarding agriculture,
industry and lifestyle and desire to find solace over nature-friendly means. Moreover, agro-tourism
is an intensive gateway that helps in collecting foreign currency to local business by positioning
rural locations in prominent tourism markets. The growing emphasis on local food as a mode of
promotion and increasing research activities to recognise potential agro-tourism destination is
expected to create lucrative opportunities for the market players during the forecast period.
The Economic survey of 2017-18 showed that more than 50% of the total workforce engage in
Agriculture activity, but it contributes around 17.18% of total GDP. In such a situation; our formers
need diversification of income. On the other hand “The world Travel and Tourism Council calculated
that tourism generated Rs. 16.91 lakh crore or 9.2% of India’s GDP in 2018 and supported 42.673
million jobs or 8.1% of total employment.
According to ATDC Survey in 2016, approximately 0.7 million tourists visited nearly 127 agritourism
set-ups located across the Maharastra state in India and generated a revenue of 0.53$ million.
More than a profession or business, agriculture is India’s culture. Hence, adding additional
income-generating activities to existing agriculture would undoubtedly increase the contribution
of agriculture in the national GDP.
HURDLES IN THE WAY
1. Diversifying income is an important risk management strategy, and organic farmers want to
learn more about successful agro-tourism ventures.
2. Formers also need a better understanding of risks and potential liabilities of having visitors on
the farm.
3. The market is witnessing hurdles in its growth due to the lack of awareness regarding the
benefit of agro-tourism among the people, high investment costs and the presence of
unorganised sectors in the industry.
So, the govt. Should have a supporting policy to help in the market and promoting the business.
Insurance facility for this sector should also be available.
IMPORTANT PARTNERS IN AGRO-TOURISM MAYBE
(a) Central and state department of tourism
(b) Indian Institute of Tourism and Travel Management
(c) Tourism development corporations
(d) Foreign Embassies
(e) Travel Agent Association of India (TAAI)
(f) Indian Association of Tour operators.
(g) Indian convention promotion bureau
(h) Pacific Asia Travel Association
(i) Tourism transport operator Association.
Agro-Tourism: A Booster in Farmers’ Income 163
CONCLUSION
Agrotourism is the latest concept in the India tourism Industry. Which usually occurs on farms.
It allows you to experience the real enchanting and authentic contact with rural life. It gives the
chance to relax and revitalise in the purely natural environment, surrounded by a magnificent
setting. Not only does it bring change for the urban people, but it also aids the farmers in
supplementing their income.
The surging demands of tourists for unspoiled destinations and personalises services in a natural
environment is also catalysing the market for agritourism as it offers such as farm tours, leisure
and hospitality business, farm accommodation, farm product sale and others.
The government must implement a policy related to Agroforestry; so that the most suffering
profession like farmer may boost their income and contribute to India’s GDP more.
24 Tourism: Teenagers’ Choice
Soumojit Ganguly*
INTRODUCTION
The world is a book and those who do not travel read only a page. These lines by Saint Augustine
are indeed indisputably true. Our world is full of life, and beauty travelling helps us unlock those
mysteries. Tourism has been an ineradicable fraction of human lives since old age - whether it may
be for knowledge, work or just a form of relaxation after months of tiring work.
BENEFITS
Tourism has a significant and unique role in teenagers’ lives because it is the period of their lives
when they have the most amount of energy to travel to different places and also the curiosity to
drive them to travel around the world looking for knowledge, fun and motivation. Teenagers are
the future of our country and the world, therefore the more they see, the more they experience,
the better it is for our future.
WHY TEENAGERS ARE AN ESSENTIAL PART OF TOURISM IN INDIA
In India, the youth population forms a significant part of the whole. So, the tourism industry needs
to focus and give importance to the young ones who are a part of tourism. Creating packages
according to their necessities and favourites is a must because, in that way, they can provide a
better experience for travellers and in turn, increase the income of the tourism industry to great
heights.
PROBLEMS FOR TOURISM AND WHAT HAS A LACK OF TRAVELLING RESULTED IN
According to an online survey conducted among 50 teenagers in India, it has been found that 80%
of them like to travel in their free time. But due to many problems like study pressure, exams and
parents’ work pressure, they are unable to travel. Study pressure being the biggest issue is causing
teenagers to lose interest in travel and lead a boring life. Teenagers nowadays have fallen into the
hard to escape the trap of academic competition which is bringing substantial negative thoughts
in their minds - the ideas of selfishness and anti-socialism.
* Student, Shrishti Vidyashram, Vellore, Tamilnadu.

Tourism: Teenagers’ Choice 165
BASIC INFO
In the second part of the survey, we have come across the necessary choices and necessities
that teenagers look for while choosing a place and also after reaching it. Firstly, it has been found
that 95% of millennials prefer to go for long trips ( 4 or more days ). They like to relax for a more
extended period and not travel for the sake of just visiting the place. According to the answers
to the question of who is their preferable travel mates, it has been found that around 45% prefer
to travel with their friends and their family. 30% of them prefer relatives and their family and the
leftover 25% are comfortable only with their parents and siblings. 50% of teenagers prefer to
travel via a flight to save time. 32% like to enjoy the journey by going in their vehicle while 16% like
to go by train. Hired car or commercial road transport is the least preferred.
AMENITIES
Next, we have found about the necessities and amenities they look for. Firstly and the most popular
one, they look for a hotel with free wifi. They also prefer a hotel room which has a comfortable
bed, which is clean and tidy and has a good view. They also look for good food and may choose a
hotel which has a swimming pool, a garden or any open place where they can relax and socialize
with other visitors. Therefore resorts and hotels in the suburbs have the edge over city hotels.
PLACE
Talking about the place they choose to visit, an area having good weather and a right environment
without noise and too much population and yet having good hotels and Internet connection bears
the possibility to be massively popular among teenagers. So places which are populated ( cities
and towns )and are famous for sites inside the city ( Hyderabad, Delhi, Mumbai etc. ) may not be
preferred by teenagers.
Out of all geographical categories of tourist places, beaches and hilly and mountainous places
have much more massive popularity among teenagers. When asked about the best places they
have visited in India till now,
80% were spread among seaside locations and hill-stations. With Jammu and Kashmir being
the most popular, Ooty, Munnar, Kullu, Wayanad and hill stations in Himachal Pradesh are also
well-liked places. Andaman leads the way in the list of places famous for beaches followed by Goa
and Puri.
A similar trend has been found in foreign places with Switzerland being the most visited and the
most popular dream destination among the answerers. Foreign cities like Paris, London, New York
and many other European cities are quite popular among teenagers as they look to visit those
places shortly.
RESULTS AND SUGGESTIONS
After the survey, we have come to know about various trends in the minds of teenagers regarding
travelling. Travel agencies must keep these popular necessities and preferable in mind while
creating a tour package involving teenagers.
Firstly, a good clean hotel with the right environment situated outside the centre of the city must
be selected. Useful Internet and food facilities are also must. The hotel can be situated away from
the main spots or a unique entertainment spot like an amusement park, zoo or any other. The
travelling time to reach the sites is not a significant consideration.
Secondly, travel agencies must target the winter and summer vacations and also offer extended
packages, five or more days because it has been found that teenagers seek longer holidays more
than short trips. Defending the same reason, they mainly prefer winter and summer vacations for
travelling and not weekends or other holidays. Hence, short trips are not that popular and should
be ignored often.
Third, travel agencies should try to provide flight travel in their packages for any kind of distances
except very nearby, because teenagers prefer to reduce time wasted in travelling rather than
saving money or enjoying the journey. Train, bus or car is less preferable modes of transport to
most teenagers.
Fourth, places famous for beaches and hill stations are the most favourite for teenagers. Teenagers
love long summer trips to Northeastern hills or hill stations like Shimla, Manali and especially
Jammu and Kashmir. Winter trips to similar places are also quite popular because of the cold
weather and of course snowfall. Goa, Puri and other sites famous for beaches are also very
popular among teenagers. A special mention is of tourist places with adventure tourism, scuba
diving in Andaman and Nicobar Islands, paragliding in Bir and Billing are very loved and sought
by teenagers. So tours and travel companies must also try to provide packages to these kinds of
places when they see young customers. Historical and religious sites are not that popular among
teenagers. Although forest and camping are not that preferable, it must also be given as a choice
while selecting places. A special mention is of Kedarnath which being a primarily religious spot and
also famous for its scenic beauty is also popular among teenagers of India. A road trip to Ladakh
is popular too, without a doubt.
About foreign tours, along Europe tour with all the charming cities and countries, a trip to the USA
along with the rest of North America and a beautiful journey to the Maldives are the most hit. If
travel agencies well plan these trips, they are sure to bring a massive addition to their annual sales.
CONCLUSION
Due to the everlasting pressure of work and studies, teenagers have forgotten the smell of
unknown places, they have become ignorant of how beautiful the world is. Tourism has the power
to cure this illness of ignorance and boredom among teenagers. This article sums up the various
to fulfil the demands of teenagers who want to travel. Travel agencies can have a lot of useful
information, along with my suggestions and ideas to boost tourism in India. Knowing and following
these results and adding them in their packages can result in a massive growth in customers and
profit. In this way, we all together can make an Incredible India!
Culinary Tourism - India’s Greatest
25 Treasure
Nirav Munshi*
India is a country with so much diversity that it is nearly impossible to pen down each area at a
single time. But there is one interesting way that certain nuances of India’s personality can be
described. Through phrases.
One of the most common phrases that India is introduced by is that India is the Land of Gods. The
definition of God for this country is not limited to divine power, mythological tales, or the miracles
found in Nature. It also includes its guests! - following the oldest adage ‘Atithi Devo Bhava’ which
literally translates into ‘Guest is equal to God’. Each guest, be it someone travelling from one
town/city/State to another, or someone completely new to this diverse Country is welcomed with
the diversity in the most basic form - food.
India’s foundation of heartfelt welcomes and satisfied burps is built only and only on the phrase
- ‘the way to a person’s heart is through its stomach’. Another introduction for this country that
knows its way around each part of a palette is being the Land of Spices. So much so that even the
staple beverage of the nation - Tea - is accompanied by the prefix Masala!
To pack India’s food palette in a few words would be like finding a thousand tiny needles in the
world’s largest haystack. Instead two simple observations can be made for it:
One - No matter how different and diverse each State may be from the other, the easiest way to
know about it would be through its food. The way a few grains, vegetables, and spices are mixed
tell us the nuances in the way they are served, in the season they are available in, and culinary
culture of that place.
Two - Though very hard to believe, the taste of the beloved beverage Tea changes every few miles
along with the taste of water which changes intrinsically with each State because of its source!
Evidently, even the interpretation of the same local dish changes every 100 kilometres.
Indian food not only varies by taste or culture, but also through its medicinal properties or Ayurveda
balance. A concoction of a few spices curated at a certain temperature - and you have the remedy
for any basic illness right inside a house! Serving certain grains, or preparing the staple according
* Nirav Munshi, Manager ( Commercial ), I/c Principal, SIHM, Gujarat Tourism, Udyog Bhavan , Gandhinagar.
the season, altitude, or culture of a certain area - and it is guaranteed with perfect digestion even
if you savour an extra bowl or two.
It is when food with all these traits reaches the heart and stomach of someone who is completely
new and curious about the versatility that comes with each flavour, that India rightly boasts of the
most wonderfully intrinsic and delicate kind of Tourism - Culinary Tourism! And naturally so, as
wide the reach of social media gets, so does the traveler’s yearning to capture at least some part
of a Top 50 Culinary list, or the roots of a culinary show.
Gone are the days when Indian Food meant spicy, greasy food with questionable hygiene. On a
global scale, patrons like Gaggan Anand, Manish Mehrotra, Sanjeev Kapoor and Vikas Khanna
(to name a few) are re-styling the Indian flavours innovatively enough to forego set stereotypes
around it. They offer the same authentic flavour from the Indian palette where the innovation
lies in plating, serving style, and the dining experience along with experiments with the original
structure of a dish. As many as eleven Indian-Origin Chefs have received the honoured Michelin
Star for their ventures internally.
When it comes to the presence of prestigious international Culinary patrons on our home-ground,
Gordon Ramsay, David Rocco, Andrew Zimmern, late Anthony Bourdain, and judges of the popular
show Masterchef Australia - Gary Mehigan, and George Colambaris, have graced the country
discovering its complex flavour structure, and being in awe of colourful histories and trademark
cuisines. Almost all International Food shows exploring cuisines of the world, definitely have India
on their list.
When the exchange and promotion of India’s Culinary Tourism happens as above, the international
common man has further opportunities to dive and explore Indian Food.
Before any of that happens, the Food Safety and Standards Authority of India (FSSAI) has
undertaken numerous measures to ensure food safety across sectors. (can elaborate on this a
little more - around 200 words)
On foot, each City has its own local tour guide, naturally knowing the best street food or the most
authentic flavour-packed restaurant. With the advent of technology applications like Zomato or
websites curated around food also help one find exactly what they’re craving for. But there is a
third stakeholder emerging slowly but surely - the likes of Kaveri Sinhji, Founder of Culture Rings,
based in Bengaluru, conducting food walks for tourists for more than a decade.
And if someone’s sole wish is to explore India only through its food, nature and culture being
an added bonus, then there are numerous tours conducted across India complete with travel,
and stay, curated only around the exploration of local Indian food! These offer permutations and
combinations of exploring the North, North East, South, and various cities selected purely on the
category of where its food lies - whether it represents one of the mysteries of India, or completes
the India Tour for a food traveler. The tours range from as little as three days which has a Private
Tour of the Taj Mahal with an Indian Cooking Class; to as long as twenty eight days with more than
twenty cities in the itinerary. Not to mention, the innumerable options of cooking classes in Indian
homes or by Indian professionals.
Another upcoming option, more customised to each traveler, and more reliable in the current
situation of a pandemic, is that of Home-stays. The USP of any such option chosen is that of
Culinary Tourism - India’s Greatest Treasure 169
complete immersion in the stay’s local culture including the taste of food and habits around it
along with the availability of the kind as per region.
While on one end of the spectrum lies the traveler who loves to explore and enrich by indulging
in the local experience, the other end caters to the royal experience and the gala of destination
weddings.
Even though India is not in the Top 20 for posh and exquisite designer weddings per se, it is
definitely the only country that offers the most Royal Experience in the most authentic form. The
State of Rajasthan is the beloved Royal State offering exquisite recipes descending from the oldest
of royal families, artfully curated and customised, for anyone looking for a regal experience. This
experience is not only limited to small groups or solo indulgence but also supports the luxurious
scale of a destination wedding in any of its palaces.
As diverse as the flavours and spices are, so are the ways to reach this destination. An underrated
yet a wave with a solid foundation is that of Food Festivals around the country.
NATIONAL STREET FOOD FESTIVAL
Delhi’s Street Food needs no introduction. In association with the National Association of Street
Vendors of India (NASVI), the National Street Food Festival during the winters of Delhi brings
together all the food attractions of the famous khau gali and more!
MEI RAM-EW
An effort by the North-East Slow Food and Agro-biodiversity Society (NESFAS), the Mei Ram-ew
is an ethnic food festival in Meghalaya that brings together the use of local produce cooked by
indigenous communities of North-East India.
GREAT INDIAN FOOD FESTIVAL
Organising in January in the nation’s Capital, this festival has stalls from more than 12 states testing
the limit of your appetite to the maximum, and sending you into the most satisfying food coma.
THE GRUB FEST
A typical Mumbai March scene with food trucks, local food, and films about food - can it be any
more about food?
THE GOA FOOD AND CULTURAL FESTIVAL
In the beautiful April weather of Goa, an initiative by the Goa Tourism Development Corporation,
the festival not only introduces one to Goa’s authentic cuisine, which is much more than fish curry
and rice, but also the State’s rich heritage and vibrant folklore.
PALATE FEST
A more chill food fest in Delhi which combines music with some of the most loved restaurants and
embassy kitchens.
AHARE BANGLA
A five-day food festival organised by the West Bengal Government that offers not only the classic
dishes but also unique experiments in delicacies.
FOODISTAN, 10 HEADS FESTIVAL

A mega gastronomical experience, Foodistan is an amalgamation of 10 different festivals, curated
by 10 different heads - owing to its name. There is no segment of food experience left out at this
gala.
BENGALURU FOOD FETE
This unique curation of combining not only aspiring food professionals, home bakers and
entrepreneurs plus the top cafes, bars, and restaurants - but also comedians, live music, dance
performances along with unique attractions like Zumbathon and Flamethrowers is what deservedly
gives Bengaluru its crown being a class apart.
THE BHUKKAD FLEA
Exclusively for home chefs, small eateries, women entrepreneurs, street vendors, and other food
startups, along with live music - this is where the heart of Mumbai lies.
SATTVIK FOOD FESTIVAL
Organised in Ahmedabad by NGO Sristi, this fest has the healthiest and tastiest food from over 75
stalls.
ITSY BITSY FOOD FESTIVAL
In association with the team of the Robin Hood Army and Roti Bank, each stall serves bite sized
portions of regular dishes, the surplus of which are then distributed to the underprivileged.
Along with this States like Kashmir and Gujarat have their own local food festivals offering the
most authentic dive into its local taste without comparison.
On a larger scale, the Indian Food Tourism Organisation (IFTO), a non-profit initiative by the
members of the Indian Food Industry involves major back-office stakeholders like Travel Agents,
Tour Operators, apart from street vendors without direct access to tourism, along with mainstream
pillars like Chefs, Restaurants, Food Chains, etc.
The main aim of IFTO is to speedily facilitate and shape the business aspect of culinary tourism so
as to promote it as an equal attraction of the country.
A basic observation helps dissect the fact that Culinary Tourism or simply the food that India has
to offer with its unique and authentic palette is a major driver and support for other Industries
as well. The same cannot be said vice versa due to the intrinsic nature of food. For example, the
homestay industry, the attraction of tourists for destination weddings, the survey of consumer
behaviour, a segment of the hospitality industry - all these and more such industries include the
culinary personality of India and not vice versa. It is imperative that the field of Culinary Tourism
be a separate experience offered to the rest of the world but at the same time, it is not that this
field will ever face a graph that does not have a steady upward climb.
26 MICE Tourism in India
P P Khanna*
The tourism industry has always been instrumental in shaping the economy of any country, and
MICE tourism is a long-term engine of the tourism industry at a faster pace. Talking about India,
MICE tourism continues to develop and expand with an estimated 15-20 per cent annual growth
in the inbound MICE market. The Union Government also plans to gain 2% of the global market
share of MICE by 2025.
Business tourism is a vast segment worldwide and contributing a good percentage in the GDP
of any country. To accelerate the growth of business Tourism India is to provide World-class
experiences in Mice to participants Makin India one of the Top destinations for sustainable and
responsible business tourism.
Talking about India business tourism/mice is growing with an estimate of 15-20%
annual growth. With such an increasing growth, India is becoming a scorching destination by
several companies and marketers are eying India as Hot destination and finding locations for
hosting their conferences/seminars/meetings and promotional activities.
The concept of Mice industry has entered its growth in India with the advent of Luxurious
accommodations, hosting of large scale events and focus of few countries are shifting from Europe
to Asia pacific countries and India has a chance for a significant breakthrough.
India’s Infrastructural facade is unique it’s own as compared to other countries.
India has more than 300 Five star category hotels with other very unique Heritage Hotels of 5*
category to 3* category hotels/Havelis/home towns etc.
They prove to be the best Business and mice locations as per the budget and choice of the client.
Not only this, but there are also several prime locations which are perfect for the big conferences/
seminars/weddings/meetings etc.
Connectivity is another significant factor for Business and mice Tourism.
There are a lot of changes in the domains of Air/Rail/Road/water connectivities India with an
almost 20 International airports and several domestic airports with a lot of connectivity by Road /
* President, Association of Domestic Tour Operators of India (ADTOI), New Delhi.

Rail has become very easy for attendees to reach any location.not only that new expressways and
highways have been constructed to suffice the travellers fast and safe travel.
So to accelerate the growth of Business & Mice Tourism in India is to position as welcoming,
safe, clean, Hygenic, secure, sensitisation and accessible destination country with latest Digital
infrastructure along with seamless connectivity.
INDIA TO MARKET, MANAGE AND PLAN MICE CIRCUITS.
To market India as best &affordable destination in business and mice with a skilled workforce and
to assure on Quality standards with SOP,s
With New National Tourism Policy 2020 INDIA SHALL HAVE BETTER Inter-ministerial coordination
and States shall have a better relationship with interstate ministries to boost the Business and
Mice Tourism.
With such rapid growth in Indian MICE Tourism, India is now regarded as a ‘hot’ MICE destination
by a variety of companies and marketers looking to Indian locations to host their events. Here are
a few reasons that lead to the increasing growth of the MICE industry in India:
CREATION OF THE IDEA
The idea of the MICE industry has reached its growing phase in India with the introduction of
luxury housing, hosting large-scale events such as the Commonwealth Games; the focus of the
MICE industry moving from Europe to Asia-Pacific, and India has the possibility of a significant
breakthrough.
AMAZING SERVICE SERVICES
The infrastructural façade of India is unique in its way compared to several other countries. The
metro cities of the nation are at the same time as their hospitality. With more than 300 5-star
hotels in various countries, they have proved to be the finest MICE destinations with outstanding
accommodation and facilities of international quality. Not just this, several convention centres
in prime locations have proven to be the best venue to organise international conventions,
workshops, and other activities. Educational establishments with expansive lecture halls can
appeal to a broader population on one go.
IMPROVED NETWORKING
There are enormous developments in the direction of air and road connectivity in India. With
more than 20 international and many domestic airports, travellers can comfortably fly to any place
with a lot of the hustle and bustle. Alongside air travel, the expressways and highways have been
appropriately rebuilt, which is adequate for a quick, safe and affordable journey.
PLACES OF CULTURAL SIGNIFICANCE
MICE travellers need a source of excitement and passion for attending some event at that location,
but what helps? To answer this question, India is a country with diverse cultures, customs and
food varieties. Most notably, it constructs many aesthetic sites of historical significance, such as
Qutub Minar, India Gate, Taj Mahal, and many others, which catalyse attracting attendees.
The MICE industry is not only a commercial enterprise nowadays, but more than that. It is rising
exponentially, and businesses invest in supplying their staff and other partners with a customised
MICE Tourism in India 173
experience. A pleasant event and a lovely stay are still remembered and cherished by the people,
and this is what MICE is choosing these days!
As can be seen from the ongoing webinars conducted by various State Tourism / Tourist Industry
/ Media stakeholders since the closure of 25 March last, no stone has been left unturned by this
class through disseminating information on the tourism front in the country through webinars on
a variety of issues, ranging from the revival and sustainability of tourism to getting public trust to
travel. The Government (Ministry of Tourism, Government of India) has also arranged its DEKHO
APAN DESH webinars on destinations, cuisine and other topics for the knowledge of stakeholders.
But the question is how to see our own country as there is uncertainty all around concerning the
standard road, rail/air transport available for travel—having attended these webinars above both
the Partners and the Community. Side attendees are now experiencing a lack of confidence in such
a programme, and eventually, the idea is now losing its sheen.
Now the question is, who is going to bell the cat for the rebirth of domestic tourism in the state
and the Uk? Was it the government or the stakeholders? It can not be agreed by stakeholders
alone without the approval of the Center / State Government. As the government is the ultimate
authority on all matters relating to economic activities, it should take the initiative of alleviating
the difficulties faced by stakeholders in understanding the preparedness of state governments
to receive visitors and in building confidence among the public to fly across the country. People
are happy to travel as long as there is a smooth path through the world. Different countries have
varying approaches about the COVID 19 recommendations. Unless the Stakeholders are expressly
informed of the rules that each state meets, neither the public nor the stakeholders will make the
ball roll. It is a matter of great concern that while lock-ups of people have thrown out of business
in the tourism sector without any revenue, the government machinery has run uninterruptedly
since then, and all those participating in the scheme have been paying a salary that has not felt a
pinch on this account.
We must both, however, share our mutual worry regarding the government’s apathy at its
unwavering stance towards the tourism sector and not introduce any turnaround package to the
industry’s stakeholders. Government is the prime mover in promoting the revival of tourism in
the country and should therefore give priority to the need to provide relief to the industry and to
provide all information on the tourism front across the world.
Tourism Area Life Cycle Model: An
27 Application on Selected Hill Stations
of India
Shobha K B*
ABSTRACT
The study focused on the application of Butler’s Tourism Area Life Cycle Model (TALC) on selected
Hill Stations of India namely, Kodagu, Ooty, Kodaikanal, Munnar-Idukki region, Matheran, Shimla,
Musoorie, Nainital, and hill stations in North- Western Ghats. Hill stations are the major tourist
attractions in the modern period as they provide relaxation from busy life by offering fresh air
and pleasant environment to enjoy the break from the routine peacefully. The fragile and rich
eco systems of these regions are to be balanced and managed with intense planning and care.
For the sustainable tourism growth it is vital to study the ways of sustaining the eco system and
managing the ecological footprints. The paper throws light on the stages of different hill stations
and tries to give clues for the effective planning and sustainable, responsible tourism development.
The researcher used secondary data sources to arrive at the conclusion. For the study different
research papers on selected hill stations are studied and matched with TALC model given by Butler
in the year 1980, later updated in 2004. The study reveals the stage of selected hill stations going
through and also suggests the ways to balance the growth withsustainability.
Key words: Tourism Development, Butler’s TALC Model, Hill Stations, Sustainable Tourism.
INTRODUCTION
Tourism comprises of all the activities related to leisure, recreation, entertainment and facilities
provided on the way and at the destination. With tourist attraction; accommodation, accessibility,
amenities, activities are also important factors contributing to the tourists satisfaction. The quality
of facilities provided and service delivered are the major factors responsible for the positioning
of the destination in the minds of people. Tourists remember the quality and experience sought
at the destination. For the destination; it is crucial to manage all the available resources in an
efficient and effective way to maintain its quality and sustainability.
Tourists are the key players in destination development. The entry of tourists can change the
face of destination drastically. With the incoming of tourists in a large number, each and every
destinations experience different phases. How a product goes through different stages of life as
* Research Scholar, School of Business Studies, Department of Business Studies, Central University of Karnataka,
Kalaburagi, Karnataka.
Tourism Area Life Cycle Model: An Application on Selected Hill Stations of India 175
we understand with the Product Life Cycle theory (PLC); every tourist destination also experiences
different phases of life over a period of time. Pointing out this stage/phase of tourist destination
could facilitate the planners or the destination management team in preparing informed
managerial actions, to maintain sustainability and to create better image for the destination.
The purpose of the study is to analyze some selected Indian Hill Stations and their stages in the
TALC Model proposed by Butler in 1980, updated in 2004. Hill Stations are the important tourist
spots as they accommodate rich ecology and Biodiversity. In this modern world, people are looking
for peaceful environment and fresh air; these needs can be satisfied with the hill station tourism.
On the other hand; Hill station tourism can also contribute to the overall development of the
region. Managing these destinations carefully and utilizing the available resources in an effective
manner are the major task in front of the planners. The Underlining assumption of this paper is
that when every selected hill stations placed in the TALC model that provide us clues about the
current situation and appropriate actions to be taken for the better management and sustainable
development in the selected Hill Stations. The focus of the study is on selected hill stations but not
on the tourist experience and perception of local community.
A BRIEF NOTE ON TALC MODEL
Levitt in 1965 introduced Product Life Cycle (PLC) model; it was updated by Vernon in 1966 in
business setting. ‘PLC model is used as a scale for a product over time. It describes the evolution of
a product in 04stages;namely,introduction, growth, maturity and decline’.i (Levitt 1965). Butlerin
1980 extended the Product Life Cycle concept and introduced the Tourism Area Life Cycle (TALC)
Model in tourism scenario. The model shows the evolution of a tourist destination in terms life stages
defined by the number of visitors and infrastructure as indicators of development. As explained in
the model, every tourist destination faces six stages in its life. ‘Starting with exploration, followed
by involvement, development, consolidation, stagnation, and post stagnation; at last decline /
rejuvenation or stabilization’.ii According to Butler, “tourist areas go through a recognizable cycle
of evolution and illustrated the different stages of popularity using an S shaped curve”.iii [2] (Butler
1980). TALC model provides a useful framework for description and interpretation of tourist
destination.iv [3] (Richardson 1986).
STAGES OF TOURIST DESTINATION AS EXPLAINED IN TALC MODEL
1. Exploration: A new unexplored destination is identified. A very few travellers / explorers visit
the destination. The destination has no basic infrastructure to facilitate the tourism activities.
Usually the tourists are Adventurers. Visitors maintain high contact with the native people
and the local environment; natives are not at all disturbed/influenced by the tourist activities.
Tourism activities provide very little economic benefit to the natives. The destination provides
as ignificant valuable experience to the visit.
2. Involvement: Number of visitors/tourists increases, natives start providing basic facilities to
the tourists and start gaining income out of it. Interaction between tourists and local residents
comparatively limited. Seasonable tourist activities and markets come into existence. Natives
put first level pressure on government to improve infrastructure. Transport facilities get
improved. Some level of organization in tourism activities can happen.
3. Development: A large number of tourists visit the destination. May be equal to or exceeding
the local population. The quality of life improves with the economic growth. External
companies start providing facilities and tourists enjoy all the facilities provided. Local control
and involvement begin to reduce. Natives get irritated with the increasing inflow and rapidly
growing tourism activities. The destination may also change in providing quality of services,
overused resources, pollution and increased pressure on the existingre sources.
4. Consolidation: With continuously increasing inflow of tourists the destination faces over
pressure on resources and deteriorated quality of life among natives. Residents feel the
negative impact of tourism activities. Numbers of tourists exceed the number of local residents.
In this stage the natives may feel opposition towards tourism activities.
5. Stagnation: The highest stage where the peak number of tourists visited the destination. The
tourists now visiting most of them are repeat visitors. Carrying capacity of the destination
exceeded. The destination is facing environmental, economic, cultural, social problems.
Commoditization of culture, demonstration effect on the native culture and society is a biggest
challenge. The destination already created good image but it no longer popular. The value of
tourism diminishes and no more interest or attraction remains towards its growth.
6. Decline: The destination has no ability to compete with other upcoming destinations and
faces decline in the market. Very few numbers of tourists are attracted to the region, tourists
facilities come on decreasing and the natives slowly shift their interest from tourism to
other activities. Native’s quality of life suffers from many problems. The destination loses its
importance.
7. Rejuvenation: Reintroduction stage of the destination with new strategies and services. It
requires very active involvement of native people otherwise cannot be reached. Most of
the destinations do not reach this phase due to lack of involvement by the local people and
authorities.
8. TALC model for tourism destinations discussed over the years in different studies to diagnosis
the phases of destinations. Case studies and descriptive studies used the model to trace out
the trajectory of a destination. The present study uses the same model to diagnosis the phases
of selected Indian Hill stations.
Figure 1: Butler’s Model Adopted for The Study

(Source: Butler’s TALC model adopted in 1980, updated in2004)v
A BRIEF NOTE ON THE SELECTED HILL STATIONS FOR THE STUDY

The study conducted on selected ten major hill stations of India namely Kodagu/Coorg, Ooty/
Udagamandalam, Kodaikanal, Munnar-Idukki region, Matheran, Shimla, Musoorie, Nainital,
Araku valley and Darjeeling. Different case studies on the selected hill stations were studied by
the researcher and the destinations are placed in the TALC ‘S’ curve after intense observation. It
is important to discuss basic characteristics and brief introduction of the selected hill stations and
is discussed below.
Figure 02: Selected Hill Stations for the Study

(Source: Google my map)
1. Kodagu/ Coorg: Kodagu, a tiny district of Karnataka; is renowned for its rich natural and
cultural resources. Kodagu is also a part of Western Ghat region having rich fragile eco system.
It is a tourism ‘hotspot’ with the increasing graph of tourism inflow. It shares the border with
Kerala and is land locked by coastal Dakshina Kannada district, Hassan and Mysore cities; it’s
a hop-over destination for manyvi[5] (https://m.timesofindia.com). Coorg, one of Karnataka’s
most popular tourist destinations won award for being ‘India’s favourite emergingdestination’
instituted by conde nast traveller magazine 3 times since 2015, selected by readers. Tourism
activities in the district are growing very rapidly. Various tourism related activities have
expanded in Kodagu over yearsvii[6] (The development and employment growth in Kodagu
district Pp190-236).
2. Ooty/ Udagamandalam: A major hill station in South India located in Tamil Nadu popularly
tagged as ‘Queen of hill stations’. Ooty is a resort town located in the Western Ghat Mountains
with the average temperature of 14 degree Celsius. The region receives high number of tourists
every year; as a result, the nature is disturbed to maximum extent. The carrying capacity of the
destination reached its unbearable stage. Destination specific nature-based tourism approach
for Ooty in particular is missing for long time. ‘This popular hill station’s main attributes have
for long been its salubrious weather and pollution-free atmosphere is now at stake. While
haphazard development, loss of green cover andchanges in the weather pattern, among the
contributory factors identified for the inflow of tourist vehicles and the number of vehicles
belonging to the residents. Problems of environmental concern also arise due to overcrowding
waste disposal and noise pollution by vehicles’. [7] Dr. B. Mythili, K Jayaprakash(2017)
3. “Ooty is not exempted from the onslaught of mass tourism[8] Ramamoorthi. D, Udaya
kumar(2019)
4. Kodaikanal: A famous hill station in Tamil Nadu, its set in an area of granite, cliffs, forested
valleys waterfalls, lakes and grassy hills. Kodaikanal in Tamil means ‘The gift of Forest’. With
the the mass tourist influx, tourism is in alarming stage. The rapid increase in the number
of vehicles resulting in air pollution. The inadequate water supply of the town is severely
strained. Every water source in town are polluted and utilized by a large number of water
tankers which cater to local lodges. It is indeed a miracle that no large scale epidemic has
sofaroccurred.” [9](M. S. Viraraghavan, 2010) “Conversion of forest land into built-up areas
such as settlements, road, tourist’s amenities and agricultural land due to the continuous
increase in tourist activities resulting in the degradation of land and loss of green cover. Due to
tourism activities, land under hotels, resorts, lodges, gardens and waste dumping places have
increased. All these problems aroused in the region because of the improper management of
natural resources”.[10] Prakasam. C(2010)
5. Munnar : Munnar ; located in Idukki district , Kerala lies in the Western Ghat region. The hill
station is famous for hill tourism, tea plantations and cardamom. Well sewage system is found
in the destination. Per capita income of residents in this area is also high. “Socio- economic
scenario of this type of hilly region indicates developed society; a part of Kerala Model”.[11]
Md Kutubuddin Dhali (2015).
6. Matheran: Matheran is the only Hill station located in Maharastra, is the smallest hill stations
in India, located in the Western Ghat region. The destination is declared as Eco- Sensitive Zone
and is the only hill station in Asia where the Auto-mobiles are fully banned (Vehicle free Zone).
Tourism growth in the region is creating problems such as deforestation, scarcity of water
and decline in native flora and fauna. There is a strong need for protecting and preserving
the Nature and natural resources in the destination. Studies revealed the obstacles in the
path of tourism development in Matheran such as environmental degradation, deforestation,
Shortage and improper supply of water, decline o wildlife species and birds, shortage of man
power, improper development of tourist sites, untrained tourism employees etc.[12] P. R.
Karulkar(2015).
7. Shimla: Shimla is the capital city of Himachal Pradesh and a famous hill station in Northern
part of India. It was the summer capital of British. A tourist hot spot. Increased tourist inflow,
accommodation constructions, Increased demand for tourism services and over crowding of
destination resulting in climate change like decreased snow fall, erratic monsoon and flood Jai
Singh Parmar (2012). The hill station is in urgent need for Sustainable development actions
and for an effective strategy towards the holistic development of tourism in thoroughly
integrated way. [14] Ashishnag(2013).
7&8. Nainital and Musoorie: These hill stations are the major hill stations located in the state
of Uttarakhand. Nainital, known as ‘Lake district of India’. Musoorie is one of the most visited
hill stations in Uttarakhand. “Tourism development at Mussoorie and Nainital has taken place
beyond its carrying capacity. Environment is affected by tourism development at Mussoorie
and Nainital. Locals are getting comparatively less employment and most of the jobs are going
to outsiders. Residents are more aware about the deterioration of their residential area due
to growth of tourism industry. Tourism is increasing the pollution and noise in the settlement.
Modernisation of drainage system is required. Litter Increased in the region because of the
growth of tourism activities”. [15] Renu Malra (2015).
8. Darjeeling: The northern most district in West Bengal, located on the lap of the Himalayas. The
exquisite scenic grandeur and invigorating climate in the area has earned the title of ‘Queen of
the Hill Stations’ (Chakraborti 1989). Famous for its cool weather and tea plantation. Tourists
visit the destination to enjoy the beauty, serenity and tranquility of the Eastern Himalayan
region.
9. Araku Valley: Araku valley is a hill station in A P in Eastern Ghats region also famous for
coffee plantation. Araku valley is also famous for its hill ranges and Coffee plantations and
uncontaminated tribal culture. Researches talked about the Problems such as the use of
plastic containers, Polythene bags, water packets, accumulation of most Non- Bio degradable
wastes in the tourist places. Generation of Non- Biodegradable waste more than that of Bio
degradable; which is the threat to sustainability of the hill station.Accumulation of solid waste
is atal arming level in Touristic places. [16] K. Mythili (2013).
APPLICATION OF TALC MODEL ON THE SELECTED HILL STATIONS:
The below table explains the stages of selected hill stations in the TALC Model based on the
secondary data sources such as news articles, research papers and government reports.
Table 01: Stages of Selected Hill Stations in the Talc Model
Number of
To uri st infl Tour ist inflo w hotels Stage in
Hill Area (In Popu (201
ow (2001- Butler’s Criterion for categorization
Station Sq. K M) latio n /resorts/
02) 7-18) Model
home stays
¾¾ Increasing tourists
inflowover years
50+
¾¾ Economic benefit out of
resorts 900+
8,14,897 tourism
5,54, 14,79,817(Vid home stays Stagna-
Kodagu 4102 (Vi dya Aiy ¾ ¾ Environmentaldegradation
519 ya Aiya) 1000+ tion
app a 2019) ¾¾ Uncontrolled illegal
Hotels (Goi-
commercial buildings
bibo. com)
such as hotels, resorts,
homestays.
56 resorts ¾¾ Number of tourist inflow
Ooty 36 88,4 30 25,00000 31,00,000 178+ Decline is considerably higher
home thanthe
(Ve nug (Dist stays ¾¾ number of local

opa l 2001) Govt. 1600+ho- residents
recor d tels ¾¾ Tourists inflow
2018) (Goibibo. exceeds the
com) destination’s
carrying capacity
¾¾ High environmental
degradation
¾¾ The number of
tourists increasing
over years but the
revenue generation
is stable
¾¾ from last 3 to 4
years.
Kodai- 2068 36,501 1592878 (To NA 25+Resorts Stag- ¾¾ Unsustainable
kan al uris m and 250+Hotels 51 nation tourism
Cul ture De Home stays development
part me nt (Goibibo. com) ¾¾ Rapidly worsening
TN) eco logical footprint
¾¾ Huge loss of
greencover
¾¾ Tourists inflow
exceeds local
population
¾¾ Carrying capacity
exceeds
¾¾ Pressure on
resources
Munnar 557 38471 NA 782681 136+resorts De- ¾¾ An emerging
3325+hotels velop- popular tourist
248 +home ment destination
stays(Goibibo) ¾¾ Controlled growth
of tourism
¾¾ Income and
employment
generation
¾¾ Need for
sustainable
planning and
development
Matheran 07 4393 NA NA 115+Hotels In- ¾¾ Emerging hill
09 resorts13 volve- station
Home stays ment ¾¾ Strict regulation
towards
sustainability
¾¾ Tourism as a source
of earning with low
negative impacts
Shimla 35.34 169578 2995,013 NA 493 hotels 334 Con- ¾¾ Depletion of

home stays 978 solida- resources
travel agencies tion ¾¾ Waste Generation
48 resorts and management
crisis
¾¾ Need for
sustainable
management of
tourism activities
Nain- 11.73 954,600 41377 NA 627 Hotels 55 Con- ¾¾ TrafficCrisis
ital resorts 175+ solida- ¾¾ Increasing
(City Home stays tion Touristsinflow
of (Goibibo)
Lakes) ¾¾ Need toimprove/
expand
infrastructure
¾¾ Deteriorating
naturalresources
Mus- 65 30,118 NA 27,95,000 204 hotels Stag- ¾¾ Lacking of proper
soori e nation planning and
67 Home utilization of
(Hill stays 30+ available resources
Que en
City) Resorts (Goibi- ¾¾ Heavy traffic
bo. com) andcrowding
¾¾ Pressure on local
environment
¾¾ Exceeded carrying
capacityof the
destination
¾¾ High eco logical
foot print
¾¾ Emerging
Araku 15+Home hillstation
Valley In-
stays 30+Ho- ¾¾ Need for
36 56,674 NA NA volve-
( Andhra tels 12Resorts sustainable
ment
Ooty) (Goibibo) management
ofresources
¾¾ Darjeeling once
famous for both
tea and lush glory.
No wa concrete
jungle rushed with
tourist traffic.
¾¾ I n f r a s t r u c t u r a l
254 597+ development
Darjeelin g Hotels 25+ ¾¾ Changes in physical
10.57 086 De-
environment and
(The Queen 1,846,823 (To uris t Bur NA Resorts 350+ velop-
sqkm ecosystem
of the Hills) eau,Dar ieel ment
Home stays ¾¾ Heavy and
ing;) (Goibibo. com) unplanned
encroachment of
land disturbing
flora and fauna
¾¾ Environmental
degradation in
the name of
development
(Source: Internet sources)
DISCUSSION
Kodagu, a hot tourism spot in Karnataka; with considerably increasing tourism and other
commercial activities; is facing the challenge of uncontrolled growth and it is clear from the
studies conducted on Kodagu tourism by different scholars that the region is in the need of sound
tourism policy and strict regulation to maintain balanced growth and sustainability. Changing
values, lifestyle and commercialization of culture is raising a threat to the rich indigenous culture.
The environment of the region is being degraded by the expansion of developmental activities
such as roads, buildings commercial constructions etc. Rich ecology with Biodiversity of Coorg
is disturbed by human interventions. Overall Kodagu is in need of immediate attention towards
its sustainability. It is clear that currently Coorg is in the stage of ‘Stagnation’ as per the TALC
modelapplication.
The case of Kodaikanal and Mussoorie are also same as Kodagu where the local environment,
culture and society are highly influenced by tourism activities and facing threat. Ooty, a famous
hill station in South India is accommodating thousands of tourists every day. It also created
great pressure on local resources such as availability of water accommodation, parking facilities
transportation and other infrastructure. Total number of tourist’s inflow already exceeded the
number of local residents. Carrying capacity of Ooty is lesser than the tourist’s inflow and it is
notable that the ecological footprint on the region is in alarming stage. Ooty once a top hill station
in South India is now no more popular among most of the tourists. In the TALC model, there
is no doubt; Ooty stand in the ‘Decline’ stage and it clearly shows the necessity of managing
available resources efficiently and re-regularization of tourism policies. Shimla and Nainital are
popular hill stations located in Northern states of India are now at stake. Deteriorating quality
of life, upraising feelings of opposition towards overcrowding of tourists and tourism activities,
increasing negative impacts of tourism over positive impacts with all these observations we can
place these destinations in ‘Consolidation’ stage on Butler’s TALC Model. It indicates that the
required care and planned management is necessary in the hill stations to get maximum benefits
out of tourism business. Araku valley in Andra Pradesh is one among emerging hill stations in
Sothern part of India and the local residents are enjoying the economic benefits of tourism growth
over the region and it is noticed that tourists are welcomed and local resident’s participation in
pushing the tourism business is noticeable. So it can be told that Araku valley is in the stage of
‘Involvement’ where maximum benefits can be gained by the residents with enough care on the
utilization f available natural resources and sustainable development. Matheran in Maharastra is
also on the same path of Involvement as Araku valley in Andra Pradesh. Strict actions to control
environmental degradation and pollution by the district government here is appreciable. It can
is observed that comparatively Matheran is maintain sustainability with tourism development.
Famous hill station of Kerala - Munnar and Darjeeling in West Bengal are heaven for tourists
in summer. The destinations are well managed compared to other selected hill stations for the
study and can be placed in the ‘Development’ stage of TALC model. Tourism is providing huge
economic benefit; on another hand the hill stations are also facing the problems of environmental
degradation and socio - cultural transformation. Balancing both positive and negative impacts
with proper relevant planning and strict regulations can lead the hill stations in the path of
sustainablegrowth.xviii
CONCLUSION
Hill stations are the wealth of nation as they have fragile eco system and accommodate rich Bio
Diversity; flora and fauna. Hill station tourism becoming popular with the time and most of the
tourists prefer to visit these cool and mesmerizing destinations to enjoy the pleasantness of existing
ecosystem. Tourist visits to the hill stations provide greater amount of economic benefit but it can
also be a bane if not well managed. Thus it is important to analyze the condition of hill stations to
take required precautions and planned development. Application of TALC model is useful tool in
assessing the position of destinations in this context. The study concludes that for the management
of hill stations it is necessary for the corresponding authority to prepare and implement proper
planned development projects based on the physical and socio-cultural features of particular
hill station and to introduce strict regulations on tourism activities. The regular assessment and
modification of such policies are the most required actions to be done without miss. It is the
responsibility of each and every individual to conserve the existing hill stations by taking initiative
in personal level and create awareness among others on the importance of theseregions.
DECLARATION
All view and Opinion expressed in book are the sole responsibility of author concerned, Neither
the Editors or nor the Publisher can in anyway, be held responsible for them.
NOTES AND REFERENCES
[1] Theodore Levitt (1965). Exploit the Product Life Cycle. Harvard Business Review. Vol 43 Nov- December pp
81-94
[2] www.IOSRJournals.org
[3] Richard Butler (1980). The concept of tourist area cycle of evolution: implications for management of
resources, The Canadian geographer 24, pp 5-12.
[4] Richardson 1986
[5] https://www.google.com/search?q=Butler%27s+TALC+model&sxsrf=ALeKk01GhhpLPk2eOu7FVo7L
siRpUOgaCw:1586843109648&tbm=isch&source=iu&ictx=1&fir=UvMUJ_oKY_DeLM%253A%252C
cAAmYAzYE85IdM%252C_&vet=1&usg=AI4_- kRD8ZSuNkZIDMPVsPkEtREm9xykOA&sa=X&ved=2ahUKEwi
1lPWem-foAhVQwzgGHWlQA- IQ9QEwAXoECAkQFw#imgrc=UvMUJ_oKY_DeLM:
[6] https://m.timesofindia.com
[7] The development and employment growth in Kodagu district pp 190-236.
[8] Dr. B. Mythili, K Jayaprakash(2017). Hill Station Tourist Satisfaction in Udhagamandalam. International
Journal Of Current Research And Modern Education (Ijcrme). Impact Factor: 6.725, Issn (Online): 2455 -
5428, 2017
[9] Ramamoorthi. D, Udaya Kumar ( 2019). A Study on Impact of Tourism And Sustainable Measures in Ooty,
The Nilgiris. Iosr Journal of Business And Management (Iosr-Jbm) e-ISSN: 2278-487x, P-ISSN: 2319-7668.
Volume 21, Issue 4. Ser. V (April. 2019), Pp 34-41
[10] M. S. Viraraghavan, 2010. Hill Stations in the Western Ghats, Kodaikanal – A Case Study
[11] Prakasam.C (2010) Land Use and Land Cover Change Detection through Remote Sensing Approach: A Case
Study Of Kodaikanal Taluk, Tamil Nadu. International Journal of Geomatics And Geosciences Volume 1, No
2, 2010, ISSN 0976 – 4380
[12] Md Kutubuddin Dhali(2015). Socio Economic Status in A Hilly Region: A Case Study of Munnar, Idukki
District, Kerala, India. International Research Journal of Social Sciences, ISSN 2319–3565, Vol. 4(12), 21-27,
December (2015)
[13] P. R. Karulkar (2015). Hill Station Tourism-Need for Sustainable Development in Matheran: A Case Study.
Research Front, Volume 3, No. 2, Apr. – Jun., 2015
[14] Jai Singh Parmar(2012).Tourism Development in Himachal Pradesh: Emerging Dimensions. International
Journal of Hospitality & Tourism Systems. Volume 5 Issue 1 June, 2012, ISSN: 0947-6250 Print.
[15] Ashish Nag(2013). A Study of Tourism Industry of Himachal Pradesh With Special Reference to Ecotourism.
Asia Pacific Journal of Marketing & Management Review. ISSN 2319-2836 Vol.2 (4), April
[16] Renu Malra (2015). Environmental Impacts of Tourism: Case Study of Mussoorie. Zenith International
Journal of Multidisciplinary Research , ISSN 2231-5780 Vol.5 (1), January (2015)
[17] K. Mythili (2013). Tourism-Impact on Environment Observations From North Coastal Districts of A.P,
India. World Academy of Science, Engineering And Technology International Journal of Social, Behavioral,
Educational, Economic, Business And Industrial Engineering Vol:7, No:7, 2013
[18] https://www.newindianexpress.com/magazine/2019/jun/16/indias-collapsing-hill-stations-1990056.html
Digital India Campaign and the
28 Indian Tourism Industry
Sumedha Agarwal*, Shashank Mehra** & Rohan Bhalla***
ABSTRACT
Digital India campaign is a flagship program, of the government of India to promote and enhance
the digital infrastructure in the country. The tourism industry of India has received a special place
in the campaign and is benefitting a lot through it. The present study aims to showcase the various
features of the Digital India campaign. It elaborates the nine pillars of the campaign and links the
campaign to the tourism industry. Various initiatives that are taken by Indian states are discussed.
The data for the study was collected through secondary resources. The challenges faced in the
implementation of the program are also discussed.
Keywords: Digital India, Tourism, Digitization, Economy
INTRODUCTION
On July 1, 2015, the Government of India launched the Digital India campaign led by Hon’ble
Prime Minister Shri Narendra Modi. The program aimed at enhancing the digital infrastructure and
networking to empower and link people and country. The program is also intended to reinforce
India’s image in the digital technology use field in the global scenario. The program focuses on
the digital development of the country and to connect the people virtually and electronically. The
program also aims to provide the nation with digital and electronically advanced technologies
to enable the connection between rural and urban areas. The successful implementation of the
program will enhance the generation of employment opportunities in the country. The emphasis
is to have significant innovations and advancements in the field of technology so that the country
moves towards being a digitally empowered economy. The Digital India programme has three
core areas- Digital Infrastructure, Digital Literacy and Digital Delivery of Services. These core
areas, along with various initiatives like mygov.in, Digi Locker, e-hospital, e-education, e-tourism,
e-Adhaar card and Wi-Fi Hotspots `etc. are the tools to make India a digitally advanced country.
* Research Scholar, School of Business Studies, Sharda University, , NOIDA, U.P.

** Associate Professor, School of Business Studies, Sharda University, NOIDA, U.P.
*** Research Scholar, Department of Tourism and Hospitality Management, Faculty of Humanities and Languages,
Jamia Millia Islamia, New Delhi
NINE PILLARS OF DIGITAL INDIA
Figure-1
Source: https://digitalindia.gov.in/content/programme-pillars
Broadband Highways- Under this pillar, there are three sub-components- Broadband for All,
Rural, Broadband for All and Urban and National Information Infrastructure. The main emphasis
of this campaign is to transform the rural and far-off areas of the country by connecting them
through high-speed internet, knowledge and technology, which will also help in overcoming the
gap between citizens and government.
Universal Access to Mobile Connectivity-This pillar of the Digital India campaign focuses on
the enhancement of the network and to fill the gaps in the connectivity of telecommunication
services in the country. In India, there are more than 55 thousand villages that still do not have
mobile coverage. The mobile coverage to uncovered rural areas has been initiated as a part of this
comprehensive development plan.
Public Internet Access Programme- The programme aims to provide conventional service centres
and post offices as multi-service centres.
E-Governance- This governance will transform the manual working into the system of automated
operation. It will revolutionise the scenario by providing online access to applications and
effortlessly tracking of assignments. The aim is also to maintain online repositories of citizens and
integration of various service platforms.
E-Kranti (Electronic Delivery of Services)-This is one of the major pillars of the Digital India
campaign. There are 44 mission mode projects under the e-Kranti scheme. Since there is a
significant need for transforming e-governance and promote mobile governance along with
propermanagement in the country. Hence, the Union Cabinet has approved the approach and
key components of the e-Kranti programme with the vision of “Transforming e-Governance for
Transforming Governance”.
Information for All- Online hosting of information & documents to facilitate open and easy access
to information for citizens. The aim is to provide an open data platform and pro-active use of social
media to engage with the citizens.
Digital India Campaign and the Indian Tourism Industry 187
Electronic Manufacturing- This pillar of the programme focuses on the promotion of electronics
manufacturing in the country and has the target of having NET Zero imports by 2020.
IT for Jobs- The programme aims to provide training to the youth, which will instil the skills required
for availing employment opportunities in the IT sector. The programme has eight components
with particular scopes and aims under this pillar.
Early Harvest Programmes- The initiative will have a focus on improving services like public Wi-Fi
hotspots, biometric attendance, Wi-Fi in all universities, the national portal for lost and found
children etc.
DIGITAL TRANSFORMATION AND TOURISM
The travel and tourism industry isthe fastest evolving industry that is rapidly changing throughout
the world. Various tools, technologies and digital platforms have been helping in the improvement
of customer experience and increase in the efficiency of running businesses. Multiple innovations
like the use of social media, virtual reality, mobile applications, virtual reality, augmented reality,
artificial intelligence etc. have elevated the standards of the travel and tourism sector. Indian
travelers show a high tendency toward the use of technology while travelling. India’s online travel
reservations are expected to rise from INR 1,512.7 billion (USD 22.3 billion ) in 2017 to INR 2,625.7
billion (USD 38.7 billion) by 2021.The new-age Indian traveller can be characterized as someone
who is mobile friendly, is an avid social media user, compares the cost of services before purchase
and depends a lot on online reviews. Hence, the need for digital up gradation of tourism sector
increases a lot.
MAJOR PLATFORMS AND TOOLS DRIVING DIGITAL TRAVEL
Travel industry digitisation is made possible by the use of different resources, technology and
digital platforms. These include machine learning systems, mobile phones, analytics of big data,
marketing of social media, virtual reality, and augmented reality. They are divided broadly into
four groups-
¾¾ Mobile Apps-Mobile applications have emerged as one of the critical communications media.
Customers use it to get information, while service providers and online travel agents, etc. use
it to communicate with consumers. As of now, a majority of business in the field is done via
mobile applications.
¾¾ Big Data Analytics-Big data allows us to understand customer behaviour and usage habits
better.It provides customer experience personalization, dynamic pricing and strategic
channeling of marketing activities.
¾¾ Artificial Intelligence (AI) - The essential tools of AI are chatbots, crawlers, virtual assistants
etc. These are being used vastly in the travel and tourism sector. Apart from this machine,
learning is making these tools better and smarter and is helping in delivering better customer
experiences.
¾¾ VR and AR- Virtual reality (VR) and augmented reality (AR) are changing the way of travel
planning and consumer decision making. It is enabling the tourists to get a better idea of the
experiences they would receive when they visit the destinations. These applications also allow
tourists to create and share content which can help in improving the marketing strategies,
DIGITAL INDIA INITIATIVES AND TOURISM INDUSTRY
Figure 2
Source: KPMG- Expedition 3.0: Travel and hospitality gone digital, 2018
Digital India is slowly revolutionising the experience of international and domestic travellers. The
new tourism website with authenticated reviews, prices, comparisons, information about new
products and services is already working towards making travel experiences incredible. Apart
from this, tourist helpline, e-ticket facility, audio-visual guides, dial a tourist friend etc. are few
other facilities that are changing the face of the tourism industry in India. The aim is to enable
and empower the tourist and provide him with a safe and memorable experience while travelling.
Tourist helpline facility is available in 12 languages that is a unique service as it is not available in
other countries. As of now, India has an e-ticketing facility for 116 monuments, so the tourist is not
required to stand in queues. The notion is to help the traveller to move with ease, and no depend
on unreliable information. The tourist will be able to use smartphone accessible barcodes instead
of paper tickets to join monuments/museums.
The new tourism ministry website that is being developed will be a single-window delivery
platform that will display all the information about tourism in India. It will include information
about attractions, sites, hotels and transportation facilities. The tourists will be able to post their
queries and get resolutions for them as well. A significant part of the website will be dedicated to
medical tourism as it has been growing at the rate if 25 per cent in the last two years.
Digital India Calendar was yet another project in line with the Digital India initiative of the
government. Incredible India Wall & Desk Calendar was launched in the year 2018.The calendar
was designed to allow users to learn about India’s events and festivals and was available for
Andriod and iOS platforms. It was intended as travel and personal planner. The digital calendar
allows the users to manage and create individual events, share the details of the event with their
friends and families, allows customisation of reminders and also enables sharing of the event with
friends and contacts. Each day in the calendar had a spectacular image of a tourist destination
from any part of India, and this could be shared on various social media platforms also. The theme
of the calendar was “India for Everyone” showcasing India’s tourism campaign, which is known as
Incredible India and India as a destination for all kind of travellers.
The e-tourist visa allows online travellers to apply for an Indian Visa from their own country
without visiting the Indian Embassy, and they can also pay the electronic visa fee.
The government has also launched a scheme for maintaining the database for cultural performers
under the cultural mapping scheme. This scheme will provide folk artists with a platform where
they would be able to showcase their talents. This would help in boosting India’s image as a cultural
destination and enable travellers to seek information on cultural events and performances quickly.
One of the ambitions of the tourism industry is also to educate people about the richness and
diversity of cultural heritage and make them feel proud of it. But all the sites and monuments
are not accessible to the people in a country due to various challenges. Hence the use of Digital
Exhibits has been promoted in the Digital India initiative. The use of advances imaging technology
that includes virtual, augmented reality and holography are encouraged under the schemes,
especially near the sites which are fragile or difficult to reach. This technology is also useful for
the longevity and conservation of the sites, as the visitor would spend more time with the digital
exhibits and less with the site itself.
Under the Digital India campaign, the government has announced a smart cities mission under
which 100 cities will be provided with technological amenities in a phased manner. This digital
transition cannot happen in a day, and it has to be a sustained effort of all the stakeholders.
India aims to become an appealing destination for tech-friendly travellers as the digital adoption
spreads through the country. India is a country of youth carrying the great potential to strengthen
the infrastructure and provide training to the resources. Collectively, the Indian Government
is working to build a digital infrastructure that would encourage Indian tourism. Several states
already embrace the latest technological developments and take action to introduce technology
into the government system
STATE INITIATIVES UNDER DIGITAL INDIA CAMPAIGN
Digital Exhibits in Karnataka
Hampi, in Karnataka, a UNESCO World Heritage Site has benefited with the support of corporate
sponsorship in the area of Digital Exhibits. Hampi as of now has 3D exhibits and excellent digital
displays which makes it a tech-friendly site. Similarly, Ellora, which is famous for its magnificent
heritage and remarkable monolithic sculptures and temples, is also benefitting from digital
exhibits on site. The state tourism departments can try to take advantage of the growing use of
smartphones and incorporate virtual reality along with the existing techniques.
MoU between Gujarat and Airbnb
The state government of Gujarat signed an MoU with Airbnb in September 2016. Airbnb is a digital
marketplace for selling homestays services throughout the world. Both the parties have agreed
to set up a cooperative system under thus MoU that would help in enhancing tourism activities
and creation of memorable travel experience for domestic and international visitors in Gujarat.
Gujarat has been witnessing strong tourism growth since the year 2015. Thus the government
partnered with Airbnb to develop and promote homestays and other travel options onto its
platform. Gujarat government has also planned on providing special incentives to the investors for
adopting ICT in the tourism sector.
Digital Haryana: AnInspiration for Digital India

Haryana has risen as one of the fastest-growing digitally empowered state in India. Haryana was
known as agriculture-based state earlier, but now it is leading in the digital payment transaction-
based services. The state has become the base for innovations, and a lot of young minds are
coming with solutions that are changing the image of the state. The state has undertaken many
e-governance projects, and E-tourism is one of them. Haryana tourism is being planned with the
help of digitisation now. The Haryana Tourism Corporation is the pioneer in the field of highway
tourism, and they are already operating 42 tourist complexes. The state tourism corporation is
now taking an electronic route to improve tourism services. A web portal in accordance with W3C
standards is being developed which will integrate online room booking system and e-ticketing for
Surajkund fair. The Haryana Tourism Department has, according to the records, signed an MoU
with Bharat Payments to allow Haryana government tourist resorts and petrol pumps to receive
UPI payment system. State officials have signed agreements with different travel websites to
promote hotel and resort bookings online. This would also make visitors happier and make the
booking process more straightforward. The department has begun using various social media sites
such as Instagram, Facebook and Twitter to encourage and highlight Haryana’s tourism potential.
Haryana’s ‘e-tourism project’ was awarded Scotch Order of Merit and ranked among the country’s
top eight projects.
ARUNACHAL PRADESH AND DIGITAL INDIA CAMPAIGN
Arunachal Pradesh is among the states that have made substantial progress since the start of
the Digital India Project. Digital Arunachal aims to improve its financial growth of the State by
enhancing compelling e-administration, digitising various taxpayer-driven organisations, linking
geographical regions to secure web networking etc. In Arunachal Pradesh, for example, e-Office,
National Scholarship Portal (NSP), Digital Locker, e-HRMS, e-ILP, e-administration, etc., similar broad
initiatives have been effectively implemented under the Digital India system. Furthermore, there
are a few other significant IT activities that have been imitated in the state. With the advancement
of tourism and the travel industry, the State Council has streamlined the procedure for issuing
Inner Line Permit in the State for residential guests effectively for IT and e-Governance, IT and
Communication Department with the introduction of instalment portal into the e-ILP system for
electronic instalment process for application fees. The e-ILP system received over 1,00,000 online
applications, and more than 60,000eILPs were distributed effectively.
RAJASTHAN STATE TOURIST WALLET
Rajasthan is one of the most visited states in India. It is also one of the pioneer states to adopt digital
innovative payment solutions with an aim to provide convenient payment options to tourists. The
objective of the state is to move beyond automation and evolve technologies that can be used in
various sectors of Rajasthan. The government wants to improve the delivery of services and meet
the expectation of tourists by considering the implementation of safe and innovative technology.
The state has learnt from the success stories of London and Singapore and introduced a similar
scheme of Tourist Wallet. This scheme eliminated the hassles of currency conversion. This wallet is
issued in the form of a smart card or a mobile wallet and can be purchased from the internet. It is
convenient as it will act as a single payment system for domestic and international visitors through
which they would be able to buy goods and services. It will also provide quality assurance and
security to the tourists by creating a pool of recognised merchants and intermediaries of the state.
CHALLENGES IN DIGITAL INDIA CAMPAIGN
Although the government is taking a lot of good initiatives for the successful implementation of
the campaign, still there are some challenges and issues that need to be addressed.
¾¾ Lack of infrastructure- Digitisation of travel and tourism sector relies heavily on several factors
like high-speed internet connectivity, safe payment solutions and strong regulations. India
lacks these factors, especially in tier II and tier III cities. These have to be made more robust to
promote tourism and inspire people to travel more.
¾¾ Threats to data security- Information Digitisation has increased considerably in the travel
industry. The use of mobile wallets, the Unified Payments Interface (UPI), internet banking,
and other similar digital initiatives has seen considerable development, and the tourists have
supported it.Yet on the other hand, the threats of cyber security will inevitably increase with
the growth of these services.
¾¾ Technical and Financial issues- India still being a developing country, lacks financial and
technical support.
¾¾ High costs- India continues to face a lack of integration into various banks, multiple mobile
wallets and merchants-related payment systems, which results in high digital transaction
costs. Also, facilities such as foreign currency exchange and payments need upgrading to
implement the campaign successfully.
CONCLUSION
Digitisation brings innovative solutions, ease of working, newer employment opportunities
and growth in the economy. It helps in bringing transparency in the system and speeds up the
work-flow. It also decreases the chances of error in business. The use of technology is leading
the way towards smart tourism, smart cities, and smart tours. The solutions like self-parking cars,
automated doors, online travel agents are the solutions for the future. The Digital India programme
is providing a platform for a brighter future of the travel and tourism industry. It is empowering
the travel economy to be effective and efficient. India has the availability of substantial human
resources, and is these are utilized systematically, it can achieve exceptional growth rate and put
the country in top position along with the developed economies.
REFERENCES
[1] Ministry of Tourism. (2018). Digital India to transform tourism, Market Research and Statistics. Delhi.
[2] eMarketer Forecasts (2017), India’s Digital Travel Sales Will Top $22.5 Billion This Year, eMarketer
[3] Ministry of Tourism, (2018), Market Research and Statistics, Delhi
[4] Airbnb signs MoU with the Government of Gujarat. (2016, September 23). The Economic Times.
[5] Elets. (2019, January 23). DIGITAL HARYANA: A Beacon for Digital India. Retrieved from https://egov.
eletsonline.com/2019/01/digital-haryana-a-beacon-for-digital-india/
[6] Vision and Vision Areas: Digital India Programme: Ministry of Electronics & Information Technology (MeitY)
Government of India. (n.d.). Retrieved from https://digitalindia.gov.in/content/vision-and-vision-areas
[7] Haryana Tourism Minister, Mr Kanwar Pal has said that taking a step forward in the coming year, 2020,
Haryana tourism would further be promoted through digitisation in a big way. (n.d.). Retrieved from https://
prharyana.gov.in/en/haryana-tourism-minister-mr-kanwar-pal-has-said-that-taking-a-step-forward-in-
the-coming-year-2020
[8] Expedition 3.0: Travel and hospitality went digital. (n.d.). Retrieved from https://assets.kpmg/content/dam/
kpmg/in/pdf/2018/03/FICCI-travel-hospitality-gone-digital.pdf
[9] How digital technology can boost tourism. (2017, April 1). The Economic Times.
[10] Kapila, S. (2017, September 5). Indian tourism ministry goes digital. B2B Travel News.
29 Impact of Novel Coronavirus in India
Parikshit Das*
ABSTRACT
As followed in Wuhan, a capital city of the Hubei region in China, the Covid-19 has seethed to
numerous nations in a limited capacity to focus time. The flare-up has arrived at India, the second
most crowded nation close to China, with a seethed way since the second seven day stretch of Walk
2020. This paper plans to learn about the effect of Covid-19 in India. The examination depends
on distinct, which considered 491 examples chose from 1300 Covid-19 patients in India. Various
relapse, One-route Analysis of Variance and Pearson “s Chi-Square trial of affiliation has applied
to assess measurable essentialness of the chose factors. Sex, age, Travel history, the nationality of
the patients, purpose behind Covid-19 considered as autonomous factors and the current status of
the COVID-19 patients considered as the needy variable. Among the above expressed Independent
factors, age of patients has a stable relationship with the current group of the Covid19 patients in
India.
Keywords: Covid-19, India, Multiple Regression
INTRODUCTION
COVID - 19 a pandemic illness spreads quickly in India since second seven day stretch of March
2020. The birthplace of this infection is followed from Wuhan City of China in the most recent
seven day stretch of December 2019; a woman selling fish in the fish showcase was one among
first 20 cases announced with this infection in city. The source spread of the disease to different
nations occurred through air travellers went from China. The side effects this illness are cold, hack,
sore throat what’s more, trouble in relaxing. It influences the respiratory framework prompting
mortality. Individuals with prior infirmities like diabetics, hypertension, kidney issues, resistance
issues and matured populace over 60 and little youngsters are considered as progressively defence
less for this infection.
This is where we must have food practice which could bolster our resistant framework also,
wellbeing. To deal with this pandemic, numerous nations have actualized lockdown of the
* Assistant Professor, School of Hotel Management & Tourism, Lovely Professional University, Phagwara, Punjab.
countries, India is additionally not a particular case to this, and it has embedded 21 days lockdown.
Be that as it may, at this troublesome time, it is an incredible test for the national government to
take care of the poor kids and individuals from low salary gathering. The impact of missed food
will bring about disappointment and influence resistant framework. This is the pandemic due to
COVID 19; past pandemics showed up in 1918(due to H1N1) in 1957 (due to H2N2), 1968 (H3N2)
and 2009 (H1N1) which brought about expanded death rate. The treatment technique for COVID
19 would be to isolate the individuals tried positive from others and the human services experts
to improve their resistance to fix from the disorder. Fundamental strategies can be received to
adjust them mentally also.
LITERATURE REVIEW
The accompanying segment presents crafted by writers towards the pandemic effect on human;
Caroline et al. (2020) in their paper, “Taking care of Low-Income Children during the Covid-19
Pandemic” talked about that, Covid-19 spreads everywhere throughout the United States,
instructive organizations and daycare focuses are coordinating their situation of serving to stay
away from infection correspondence with guaranteeing contact to staple for kids who rely upon
the focal sustenance insurance work. Mutually, the U.S. Branch of Agriculture (USDA) National
School Lunch Program, School Breakfast Program, and Child and Adult Care Food Program dish up
about 35 million children consistently, appropriating significant sustenance and fiscal assistance to
families in need. With such projects separated, a fundamental constituent of the Covid-19 answer
will take care of children from monetarily oppressed individuals. The food gave by schools, or
children care to release up to 66% of kids” consistently dietary needs and usually are better than
food brought from the living arrangement. The brief wellness issues of missed food get about
dissatisfaction and abbreviated safe impact, which add to the peril of conditioning irresistible
ailments. Still, short times of staple vulnerability can root long-standing formative, mental,
substantial, and upsetting damages. Children from the financially more fragile segment, who are
beforehand at prevalent peril for the sub-par state of being and instructive show than kids from
the rich foundation, might be included denied by sustenance insufficiency. Temet M. McMichael
et al. in their paper, “The study of disease transmission of Covid-19 out of a Long-Term Care
Facility in King County, Washington” contend that long-standing accommodation conveniences
are extraordinary threat settings for cruel outcomes from episodes of Covid-19, due to similarly
the higher age and intermittent consistent essential states of being of the occupants and the
gathering of clinical individuals amid courtesies in a zone. Following acknowledgement on 28th
February 2020, of a built-up instance of Covid-19 of every a prepared treatment place in King
County, Washington, people group wellness Seattle and King County, helped by the Centers for
Disease Control and Prevention, introduced a case investigation, contact distinguishing proof,
confinement of revealed people, separation of setting up and accepted cases, and on-location
improvement of pollution evasion and control.
Claudio Rapezzi et al. in their exploration “The Cardiologist at the hour of Coronavirus: an
ideal tempest” express this is the beginning of one of the most notable books of the twentieth
century (The Plague by Albert Camus). The mice quickly became into structure one to hundreds,
collecting inside structures and on streets. People got on edge, yet then finally, the death of
the mice obstructed them. “The city breathed”, says Camus, yet just incidentally. Before more
individuals started declining unwell and as the figure of unwell more prominent than previously,
Impact of Novel Coronavirus in India 195
the circumstance turned out to be all the more discouraging. The epic is perceptibly present-
day, concerning the exuberant of the illness, however, especially to the scope of mental and
anthropological punishment, this has on the heroes. Indeed, every flare-up has a profound effect
on the mutual stuff and the outlook of the individual that we ought to repeat on.
M. I. Meltzer et al. in their paper “The monetary effect of pandemic flu in the United States:
needs for intercession” crude the potential property of the following influenza harmful illness in
the United States and gauged the money related impact of antibody-based impedance. Utilizing
demise rates, hospitalization information, and outpatient visits, the investigation uncovers
89,000 to 207,000 passings; 314,000 to 734,000 hospitalizations; 18 to 42 million outpatient
visits; and 20 to 47 million different diseases. Patients at raised risk (15% of the populace) would
report for pretty much 84% all things considered. The surmised money related accident would
be US$71.3 to $166.5 billion, restrictive of interruptions to exchange and humankind. At $21
per immunization, we conspire net stores to individuals if people of all age bunches are given
antibody. At $62 per antibody and net assault paces of 25%, we adventure net victims if people
not at raised threat for issues are inoculated. Inoculating 60% of the occupants would make
the highest money related continues however may not be likely inside the point in the time
necessary for immunization achievement, especially if two dosages of the antibody are required.
Steven A R Webb et al. in their examination “Pandemic (H1N1) 2009 flu (“pig influenza”) in
Australian and New Zealand concentrated consideration” express that this season’s cold virus a
germ experiences long-winded antigenic change first to the presence of novel strains to which
humanity has immaterial opposition. These procedures are extraordinary to be that as it may
when they occur, can bring about a dangerous ailment. Past pandemics occurred in 1918 (H1N1),
1957 (H2N2) and 1968 (H3N2), and prompted impressive passing. One more H1N1 plague (“pig
influenza”) start in 2009.
B. Mazumder et al. in their examination work “Waiting pre-birth impacts of the 1918 flu pandemic
on cardiovascular ailment” analyze that Prenatal contact to the 1918 influenza infection (Influenza
A, H1N1 subtype) is associated with ⩾20% surplus cardiovascular sickness at 60 to 82 years of
developing old, connection to companions likely with no experience to this season’s cold virus
endemic, either prenatally or after billet, in the 1982–1996 National Health Interview Surveys
of the USA. Men show the binding effect of disease on increased after that heart disorder than
ladies. Grown-up height at World War II enlistment was lower for the 1919 conveyance army
contrasted and for those conceived in one year from now, indicative of development impediment.
Counts on the event of protective contamination point to that pre-birth contact to even necessary
nurturing influenza may have long haul punishment later in presence. These outcomes propose
account jobs for protective contaminations in the fatal teaching of cardiovascular threat factors
that are liberated from nurturing undernourishment.
Howard Phillips in his proposal work “The nearby state and general wellbeing change in South
Africa: Bloemfontein and the results of the Spanish “flu pestilence of 1918” distributed that In
South Africa the home position has been reached out in the facing of civil servant torments to fight
and put off contamination. Up till now, the promptly available trial of the fundamental decision
in these ground at this degree of organization. This pack hopes to explain the beginning of the
underlying comprehensive exertion at disease shirking among whites to be attempted by South
African city, which began by Bloemfontein in the mix of the staggering Spanish influenza episode
which clear from start to finish the country in 1918.
K Shilpa et al., in their investigation “An examination on mindfulness in regards to pig influenza
(flu A H1N1) pandemic in a urban network of Karnataka”, universally, India was not many amid
the principally self-important countries for cases and passings of pig influenza (flu A H1N1) in the
time of 2009 influenza scourge with the parcel of network publicity and dread. This work was
proposed to gauge the awareness, approach, folklore and work on concerning Swine influenza
among city individuals of Belgaum locale, Karnataka in 2009. A whole of 250 family units was
asked to with a poll by random methodical testing. Structure of the examination vast numbers
of them know about pig influenza. About 82.6% of the respondents said fever was the chiefly
regular sign, and utilization of facemask was set up as the particular type of evasion by 81.5%
respondents. Hand washing, as a type of shirking, was known to 92.4% of the individuals. 33.4%
of the individuals were set to share data with other people if they were given wellness getting the
hang of concerning pig influenza.
Cunha, C. B., and Cunha, B. A. (2006) examined the effect of the plague on mankind’s history. They
contended that the epidemic, as a pestilence, was first followed in 1320 BC and Philistines were
tainted by it. The patients were related to bubbles. It was first referenced in the book of Samuel
in the Old Testament. It was additionally expressed that the ailment was associated with rodents.
Because of the clinical wording interpretation issues from old clinical terms to current clinical
terms, the creators referenced that the old sicknesses changed in their different capacity.
Echenberg, M. (2002) have learned about the third and late bubonic plague pandemic during
1894-1901 for a time of five years. After assessment of control measures towards plague in
different urban spots situated in all mainlands, for example, Asia, Australia, America, Europe and
Africa during 1894-1901, the creator have distinguished that the effect of the infection on people
was not even.
Nguyen-Van-Tam, J. S., and Hampson, A. W. (2003) have anticipated that the following pandemic
infection would liable to rise in Southeast Asia which depended on the way that the two of the last
three pandemic disorders rose out of the area. They additionally anticipated that the worldwide
spread would be seethed in a half year time. The writers hypothesized that the flood in global
travel and expanding urbanization could cause the spread of the following pandemic infection.
It is distinguished from the above writing that numerous writers have learned about the effect of
different pandemic infections, for example, pig influenza, Spanish influenza, SARS, Plague, however,
nobody has learned about the impact of COVID-19 in India. This paper has made an endeavour to
learn about the effect of COVID-19, a worldwide pandemic, in India.Research Methodology
OBJECTIVES OF THE STUDY
1. To examine the effect of COVID 19 in India
2. To explore the connection between the number of affirmed cases and other autonomous
elements
3. To contemplate the impact of free factors on the number of confirmed cases
4. To follow the relationship between COVID cases and other independent variables.
The kind of exploration utilized in this ebb and flow study is Quantitative and explanatory
examination plan. Cloud distributed information from the cloud source was taken with the end
goal of the examination. The information was taken for a time of a quarter of a year up to 30th
March 2020. Four hundred ninety-one examples were considered out of 1300 or more cases,
where the models are finished with every single segment detail.
Following tools were used for analysis.
1. Frequency analysis
2. Chi-square analysis
3. Anova
4. Correlation
5. Multiple regression
RESULTS AND DISCUSSIONS
Gender of the Patients
Gender of the Patients Frequency Percent
Male 335 68.2
Female 156 31.8
Total 491 100
It is seen from the above table that 68.2 per cent of patients influenced by the COVID-19 are male,
and the remaining are female.
AGE OF THE PATIENTS
One could discover from the above table that 27.7 per cent of patients of the age bunch between
20-30 were exceptionally influenced over the different age gathering of patients of COVID-19.
Then again, there was just 1.2 per cent of patients of the age bunch between 80-100 were least
influenced by the COVID-19.
REASONS FOR COVID
It is found from the above table that there was 56.2 per cent of individuals influenced because of
movement history and the staying because of contact with the COVID-19 positive cases.
NATIONALITY OF THE PATIENTS
It is recognized from the above table that out of 491 patients influenced by COVID-19, 98 per cent
of Indians and the remaining are from different nations.
CURRENT STATUS OF PATIENTS
It is distinguished from the above table that out of 491 patients of Covid-19, 91.9 per cent of them
hospitalized, 4.3 per cent of them recouped, and the remaining were death.
Pearson’s Chi-Square Test of Association between Current Status and selected variables
H0: There existed no relationship between Current Status of the Covid-19 patients with nationality,
travel history, state, age and sexual orientation
The after effects of Pearson, “s chi-square test, uncovered that factually huge affiliation existed
among nationality and current status ( p=.000) and age and current status ( p=.000). On the
opposite side, the rest of the factors, for example, travel history, state, sex has no relationship
with the current status of the COVID-19 patients.
AGE AND CURRENT STATUS OF THE PATIENTS
There existed no connection between Age and Current status of the patients.
It is derived from the after effects of the Pearson relationship coefficient that the invalid theories
dismissed at 1% level of centrality (p=.000). In this way, it is recognized that there existed a critical
connection among age and current status of the patients at a 5% level of centrality.
H0: There existed no connection between Gender and Current Status of the of patients.
It is inferred from the consequences of the Pearson correlation coefficient that the null hypotheses
standard at 5% degree of significance (p=.397). Hence it is recognized that there existed no
excellent sized relationship between gender and present-day status of the patients.
The variance between independent variables and Current status
It is inferred from the above table that there existed a statistically extensive distinction between
diverse ranges of the age group of sufferers and their cutting-edge reputation at 1% level. On the
opposite hand, there existed no significant difference between numerous categories of journey
history, gender, nationality and modern importance.
SELECTED FACTORS ON THE CURRENT STATUS OF THE COVID -19 PATIENTS
Dependent Variable: Current status
Numerous relapse has applied to examine the impact of chosen free factors, for example, sexual
orientation, age. Travel history, the nationality of the patients on the current status of COVID-19
patients. Among the above-expressed factors, age and travel history were factually critical at 1%
and 10% individually. The relapse model has factually huge in clarifying the impact of the current
status of the patients, F= 7.781, p<0.01, R square =.74. It could be uncovered from the estimation
of the Durbin-Watson test for autocorrelation that there existed no auto relationship within the
autonomous factors. The analyses of Variance Inflation Factor (VIF) discovered that there existed
no multicollinearity between the independent factors.
CONCLUSION
As followed in Wuhan, a capital city of Hubei territory in China, the Covid-19 has seethed to
numerous nations in a limited capacity to focus time. The episode has arrived at India, the second
most crowded nation close to China, with a seethed way since the second seven day stretch of
March 2020. This paper plans to learn about the effect of Covid-19 in India. The examination
depends on transparent, which considered 491 examples chose from 1300 Covid-19 patients in
India. Numerous relapse, One-path Analysis of Variance and Pearson “s Chi-Square trial of affiliation
has applied to examine measurable hugeness of the chose factors. Sex, age, Travel history, the
nationality of the patients, purpose behind Covid-19 considered as autonomous factors and the
current status of the COVID-19 patients considered as the needy variable. Among the above
expressed Independent factors, age of patients has a stable relationship with the current group of
the Covid-19 patients in India.
REFERENCES
[1] Dunn, C. G., Kenney, E., Fleischhacker, S. E., & Bleich, S. N. (2020). Feeding Low-Income Children during the
Covid-19 Pandemic. New England Journal of Medicine.
[2] McMichael, T. M., Currie, D. W., Clark, S., Pogosjans, S., Kay, M., Schwartz, N. G., ... & Ferro, J. (2020).
Epidemiology of COVID-19 in a long-term care facility in King County, Washington. New England Journal of
Medicine.
[3] Rapezzi, C., & Ferrari, R. (2020). The Cardiologist at the time of Coronavirus: a perfect storm. European
Heart Journal, Volume 41, Issue 13, 1st April 2020, Pages 1320–1322, https://doi.org/10.1093/eurheartj/
ehaa233
[4] Meltzer, M. I., Cox, N. J., & Fukuda, K. (1999). The economic impact of pandemic influenza in the United
States: priorities for intervention. Emerging infectious diseases, 5(5), 659.
[5] Webb, S. A., & Seppelt, I. M. (2009). Pandemic (H1N1) 2009 influenza (‘swine flu’) in Australian and New
Zealand intensive care. Critical care and resuscitation, 11(3), 170.
[6] Mazumder, B., Almond, D., Park, K., Crimmins, E. M., & Finch, C. E. (2010). Lingering prenatal effects of the
1918 influenza pandemic on cardiovascular disease. Journal of developmental origins of health and disease,
1(1), 26-34.
[7] Phillips, H. (1987). The local state and public health reform in South Africa: Bloemfontein and the
consequences of the Spanish “flu epidemic of 1918. Journal of Southern African Studies, 13(2), 210-233.
[8] Shilpa, K., Kumar, B. P., Kumar, S. Y., Ugargol, A. R., Naik, V. A., & Mallapur, M. D. (2014). A study on awareness
regarding swine flu (influenza A H1N1) pandemic in an urban community of Karnataka. Medical Journal of
Dr DY Patil University, 7(6), 732.
[9] Cunha, C. B., & Cunha, B. A. (2006). Impact of plague on human history. Infectious Disease Clinics, 20(2),
253-272.
[10] Echenberg, M. (2002). Pestis redux: The initial years of the third bubonic plague pandemic, 1894-1901.
Journal of World History, 429-449.
[11] Nguyen-Van-Tam, J. S., & Hampson, A. W. (2003). The epidemiology and clinical impact of pandemic
influenza. Vaccine, 21(16), 1762-1768.
Adventure Tourism in Goa: An
30 Assessment
Chayan Das*
ABSTRACT
Goa is India’s smallest state by area and the fourth smallest by size. Located in the south-west
of India in the area known as the Konkan, it is bounded to the north by the state of Maharashtra
and to the east and south by Karnataka, while the Arabian Sea forms its western coast. Goa is
India’s wealthiest state with GDP per capita two and a half times that of the nation as a whole.
It was rated the best state by the Eleventh Finance Commission for its infrastructure and named
the best quality of life in India by the National Population Commission based on the 12 indicators.
Goa, with its natural scenic scenery, lush landscapes, enchanting coastline, dotted with golden and
silvery beaches, an amazing cultural site and, above all, very hospitable people, has the perfect
tourism profile for an ideal tourist destination. Goa provides excellent prospects for outdoor sports
thanks to its ample supply of suitable natural environments. The beaches of Goa will offer a
fantastic underwater experience for divers and marine enthusiasts. Sports activities such as scuba
diving,snorkeling, paragliding, Para-sailing, yachting, river rafting, trekking and even shore surfing
and many other popular activities can be discussed. There is also a great deal of space for aerial
and land-based adventure tourism options in Goa.
Keywords: Adventure Tourism, Goa, Future of Adventure Tourism
OBJECTIVES
The objectives of the assignment are to understand:
1. Concept of adventure.
2. Importance and benefits of adventure tourism
3. Potential of adventure tourism in Goa
INTRODUCTION
Adventure tourism is described as the movement of people from one place to another outside
their comfort zone for exploration or travel to remote areas, exotic and possibly hostile areas.
* Director, Sofine Tours and Events Pvt. Ltd., Goa.

Adventure tourism is a type of tourism in which tourists do some adventure activities such as
skydiving, hill climbing, scuba diving.
Adventure tourism is very popular among young tourists. Adventure tourism has earned much
of its appeal by encouraging visitors to move into their comfort zone. It could be attributed to
cultural disruptions or actions that involved a certain degree of danger (real or perceived) and
physical threat.
Adventure travel is a recreational experience that takes place at an rare, tropical, remote or
wilderness destination. It appears to be correlated with elevated rates of behavior by the
researcher, most of them outdoors. Adventure travelers expect to experience varying degrees of
risk, anticipation, and peace of mind and to be individually checked. In fact, they are explorers of
the unspoilt, wild areas of the world, and they are still pursuing personal challenges.
The planning and training involved is the key aspect that separates adventure tourism from all
other types of tourism.
Adventure travel is a new idea for the tourism industry. The tourism sector has embraced adventure
tourism, but there is no clear concept of adventure tourism. Many experts believe that adventure
tourism is a unique segment of the tourism industry, but there are also other specialized segments
of tourism that have the same features that contrast with adventure tourism, such as ecotourism,
sport tourism or adventure travel.
One of them can be confused. Adventure tourism is a difficult and unclear topic. Many relevant
concepts of adventure tourism are as follows:
According to the Adventure Travel Trade Association, “adventure travel is a leisure experience that
involves physical exercise, cultural interaction or natural experiences.”
Adventure tourism is distinguished by its ability to provide visitors with fairly high levels of
sensory enhancement, typically accomplished by combining physically demanding experiential
components in a tourist experience.
TYPES OF TOURISM ADVENTURE
Adventure tourism has grown tremendously all over the world in recent years with previously
undiscovered tourist destinations. This allows a new destination to be placed on the map as
genuinely exclusive, appealing to travelers searching for exceptional, incomparable experiences.
Adventure tourism comprises a range of activities such as caving, climbing, fishing, trekking, etc.
Adventure tourism is divided into two groups. These are as follows:
1. Hard Adventure
2. Soft Adventure
HARD ADVENTURES
Hard adventure applies to events with a high degree of difficulty, requiring extreme dedication
and specialized skills. Tough tourism encompasses sports such as mountain climbing / rock / ice,
trekking, caving, etc.
Hard adventure activities are highly risky in nature. Professional instruction, professional level
qualifications are needed to carry out these activities. Many visitors died when they ascended the
cliffs, caving every day.
Adventure Tourism in Goa: An Assessment 205
SOFT ADVENTURES
Soft Adventure applies to activities with potential danger but low risk, requiring limited effort
and beginning skills; most of these adventures are guided by professional guides. Hard tourism
encompasses activities such as backpacking, fishing, hiking, kayaking, etc.
Soft adventure games are of low risk in nature. Such exercises are carried out by qualified guides.
Soft Adventure is a popular adventure tourism category.
ADVENTURE TRAVEL QUALITIES AND APPS
The triple mix of action, nature and community is an all-round challenge for adventure travel.
Many special characteristics and features of adventure tourism are as follows:
¾¾ Physical training, i.e. behaviors requiring physical fitness or psychomotor abilities.
¾¾ Communication with nature i.e. practices that put people into contact with the natural
environment in general or with particular species.
¾¾ Communication with various communities, i.e. men, religion, lifestyle.
¾¾ Travel, i.e. auto-, animal-or human-power.
¾¾ Uncertain results
¾¾ Chance and risk
¾¾ Challenges:
¾¾ Expected benefits
¾¾ Stimulation and arousal
¾¾ Discovery and Discovery
¾¾ Contrast Emotions
ADVENTURE TOURISM IMPORTANCE AND PROFIT
Adventure tourism is one of the fastest-growing tourism markets, drawing high-value tourists,
boosting local economies and promoting sustainable activities.
The continued growth of this sector helps to create a net positive impact not just on tourism, as
well as on destination economies, their people and their environment.
Some of the importance and benefits of adventure tourism are as follows:
GENERATION OF JOBS
Travel tourism is generating jobs. Adventure tourism creates direct employment for hotels, the
retail industry and travel agencies or tour operators. Adventure tourism also provides an indirect
job to tourism providers. Adventure tourism plays an significant part in creating jobs in the
economy.
FOREIGN EXCHANGE:
Adventure tourism draws international visitors on a wide scale, thereby helping to raise foreign
exchange.When tourists travel to another country, they spend a lot of money on accommodation,
transportation, and shopping. Adventure tourism generates foreign exchange and promotes the
economy of the host country.
DEVELOPMENT OF THE ECONOMY

Adventure tourism is helping to develop the economy of the host country. Adventure tourism
activities actively support the economy in a variety of ways. The more visitors there are, the more
economic activity.
SUPPORTING RURAL SOCIETIES
Adventure tourism aims to build services and to sustain local economies. Adventure tourism
initiatives have positively contributed to the local economies of the regions and to the enhancement
of the living conditions of local residents.
NATURAL RESOURCES MANAGEMENT
Adventure tourism activities are activities focused on nature. Leaders in the adventure tourism
industry are committed to making the travel business as competitive as possible. We contribute to
the protection of both environmental and cultural resources.
CREATION OF BUSINESS PROSPECTS
Adventure travel operations are generating new market opportunities. There are companies
that specialize in helping emerging adventure tourism operators market their products. Any new
adventure tourism activity creates a new business opportunity.
PUBLIC AND FOREIGN INVESTMENT
Adventure tourism provides business opportunities and thus draws both local and international
tourists. Investors invest their money in accommodation, transportation, and travel industry.
Adventure tourism has a critical part to play in the host economy.
ADVENTURE TOURISM IN GOA
Goa is one of the most popular tourism destinations in India. It’s a perfect destination for nature
lovers. It’s also widely praised for its beaches.
Every year, this second smallest state of India is visited by lakhs of international and domestic
visitors and has become one of the most popular holiday destinations on the world’s tourism map.
A tourist visiting Goa will enjoy a wide variety of waterfalls, parks and famous wildlife sanctuaries
alongside the beaches. Goa is a region with a tremendous potential for tourism, with adventure
tourism at the forefront of growth.
Goa is a location whose topographical horoscope is dominated by pure sand and crashing waves.
This is a luxuriant natural paradise surrounded on one side by the foothills of the Sahyadri and
on the other side by the Arabian Sea, hugging the long western coastline and its placid rivers
that divide the midland. Goa is also blessed with pools, waterfalls of unmatched exquisiteness.
Owing to the ample supply of favorable natural resources, Goa provides excellent opportunities
for adventure tourism. Goa has a huge and limitless reach for adventure tourism.
Adventure tourism is one of the Goa segments that have an immense scope to expand. While it
is still at its incipient stage of growth, it is viewed as the fastest growing market and as a major
business opportunity for Goa. Respondents find that they have a tremendous capacity for growth.
Nevertheless, as with other tourism businesses, the adventure tourism business relies heavily on
special interest, experience and expertise. Therefore, the specialist understanding required for
adventure activities is a critical area of experience for a would be adventure tourist entrepreneur.
Also adventure may not be possible without the basic services amenities and experiences produced
by the tourism industry. Also with improved and enhanced infrastructure and connectivity at
adventure spots Goa can become a major destination for adventure tourism Adventure Tourism
is getting highly popular among tourist. The trend has been showing an increased movement
year after years with the development of facilities and greater awareness and adventure tourism
options. Goa offers both international and domestic tourist wide choice of adventure.
As everybody authentically promises, Goa is an unexpected paradise in West India bursting with
vibrant beaches and parties. Yet have you ever wondered what the odds are that one will participate
in adventure sports in Goa apart from the normal ones? Sure, Goa vehemently proposes millions
of adventure events, probably inimitable forms, both on land and in water.
Of the land-based adventure sports, trekking is the best. Many forms of trekking are available at
affordable prices – jungle trekking, beach trekking, etc. have a huge number of admirers. Trekking
shows us the second facial expression of Goa, strikingly different from the alluring typical images
of beaches, sunsets and beachside restaurants.
In addition to these events, water-based traditional leisure sports such as parasailing, banana
boating, jet skiing, cruises, etc. also have their own role to play in attracting more visitors to the
beach every year.
MAJOR ADVENTURE SPORTS IN GOA
1. Scuba Diving
2. Sunset kayaking
3. Fly boarding
4. Sunset Sailing
5. Trek
6. Snorkeling
7. Rafting
MANAGEMENT & TECHNOLOGY.
Following are the main problems involved in the adventure tourism of Goa:
¾¾ Lack of expertise in adventure tourism
¾¾ Lack of proper government policies and consideration towards the adventure tourism
in Goa.
¾¾ Insufficient infrastructure for the adventure in the state.
¾¾ Goa is not specially promoted as a adventure destination at national and international
levels properly
¾¾ Safety and security issues also weakening the adventure tourism in Goa
¾¾ Prolonged rainy season in the state
¾¾ Non-availability of desired things demanded by adventurists
¾¾ Speciation permissions from the authorities for fishing, mountaineering and trekking ·
Non-availability of modern adventure tourism equipments
¾¾ Limited up to only one training and teaching institute adventure activities in state
SUGGESTIONS
¾¾ In order to solve the above problems, the following suggestions could be fruitful:
¾¾ The train and expert professionals should be invited in order to take the charge of adventure
tourism in Goa
¾¾ The state should be market as an adventure tourism destination at national as well as at global
level
¾¾ The political restrictions should be revealed the water sports and trekking
¾¾ New modern equipments should replace the outmoded equipments
¾¾ Several adventure sports institutes should be opened in state so that to train and teach the
adventure lovers throughout the valley
¾¾ Proper infrastructure (campsites, rafting points, ski resorts etc) should be developed for the
adventure tourism activities
¾¾ It is important ensure the safety and security to the adventurists before and after the tour in
Goa
¾¾ In order to give boost to the adventure tourism, Govt. has to formulate appropriate policies
¾¾ The government should come-forth with financial assistance to obtain and maintain the costly
equipment of adventure activities
¾¾ Ease with regulations for levels of permission for conducting adventure activities.
¾¾ Forest Department should be enthusiast enough to help and train the guides about the routes
for trekking
¾¾ Single window online clearance and permission from the forest department on specific and
designated trekking routes
¾¾ SOS number to be given by the government for adventure tourists conducting adventure
tourism in Goa
CONCLUSION
Goa has an immense opportunity for creating innovative product innovations, some of which are
the craze in the western world. More and more choices and locations are appearing as alternatives
that can cater to a large cross-section of people. As part of the diversification, interconnecting
circuits have been established for spice plantations, birds and wildlife sanctuary, reservoirs,
heritage buildings, parks, springs and waterfalls. While, due to their inherent advantages, the
beaches and coastal areas will tend to dominate tourism operations, the interior areas have ample
potential and it is possible to attract visitors to these areas. There’s a variety of are few areas,
particularly in the interior, which are still unexplored or have experienced little tourism activity.
Furthermore, very small tourism programs offer very little in terms of diversity of leisure.
It is assumed that Goa has ample capacity and that tourism can be drawn to the hinterland areas.
For turn, to diversify its established facilities, the Department is now concentrating more on
outdoor activities, such as inland water rafting, yachting, snorkeling, scuba diving, windsurfing,
etc. The Department also aims to encourage eco-tourism, together with the Forest Department,
on forest land defined by arranging adventure events such as nature walking, bungee jumping,
etc. in the hilly terrain of Western Ghat. Because tourism activities in Goa are primarily focused on
natural tourism tools, modern tourism needs to be implemented in Goa. Entertainment centers
such as theme parks, water parks, cable car rides, aquariums, etc. have a tremendous potential
in Goa as they can offer a range of entertainment facilities to visitors. There is also scope for the
creation of man-made facilities in the form of theme parks, nature parks, aquariums, etc. at future
locations.
To maintain the visitor traffic. Such services need to be built and configured to serve the demands of
visitors more efficiently. They should be wide-ranging, income-generating, and socially acceptable
and should include a wide range of tourists.
Places scattered in the central hills and Western Ghats with natural attractions such as waterfalls,
wildlife, trees, rivers and man-made attractions are capable of attracting tourists in large numbers,
provided suitable connections are built along with other much-needed resources. There is scope
to encourage and grow business tourism, cruise tourism, yachting, sailing, ballooning, sky diving,
caravan tourism in Goa. Space for sports such as skiing, surfing and aquatic discovery.
How to Enable High Tech and Touchless
31 Guest Experience: Adapting to the ‘New

Normal’ of Guest Expectations
Priya Sinha*
“One of the only ways to get out of a tight box is to invent your way out”
– Jeff Bezos
For the last few years, one of the main buzzwords in travel has been ‘seamless,’ conceived as a
utopian experience in which every moment of a journey-before, after and after a trip-is effortless
and yet personalised to the needs and preferences of a traveler.
Then came COVID-19 – an expansion of the travel market, the way business is done and the
aspirations of customers.
Seamless, of course, is still cool, but obviously instantly, “contactless” has become even more
valuable. Now that the coronavirus has made the world aware of the possible invisible dangers
involved with physical contact points, the objective of hands-free experience has been of utmost
importance for both travellers and brands.
The move to contactless security systems has been evolving for years, with hotels around the
world selling automated check-in and automated room keys and voice in-home applications for
some time.
But COVID-19 has intensified this pattern, generating new demand as hoteliers explore ways to
remove any aspect of familiarity that might present a danger for either visitors or employees. It
keeps travel-focused, contactless technology vendors very busy.
The possibility that guest technology preferences will shift dramatically worldwide is strong as
guests prefer a more touchless and fully interactive hospitality experience post-COVID-19. The
future of hospitality has always been Mobile – but Covid-19 is pushing this trend from a nice-to-
have to a must-have for hoteliers.
Guests are arriving with a fresh urge for a touchless hotel experience.
Guests choose to check-in on their mobile device, receive a digital key on their mobile device
and proceed directly to their room. They’ll want to check-in with their spa therapies or exercise
* Lecturer, Room Division & T&P- In charge, Hotel Management Department, Netaji Subhas University,
Jamshedpur, Jharkhand
How to Enable High Tech and Touchless Guest Experience: Adapting to the ‘New Normal’ of Guest Expectations 211
courses on their phone and complete any induction questions on their own device — with brand
new questions now included, “Would you like your therapist to wear a mask?” They may like to
self-serve all of their opportunities at the hotel by curating their own fitness itinerary on their own
smart device and scheduling spa services, lessons and events, dining appointments and golf tee
times directly. They can use their mobile device as a mobile ID to present and control their rights
and services as a visitor or as a member. Touchless mobile transfers would be the chosen mode of
payment for considered “dirty” pin-pads instead of “chip-and - pin” transactions. Guests can stop
queues at the bar and order from their pool chair, table or room service from their own devices.
Check-out is going to change forever as visitors review their room folios on their computer, skip
the front desk and calm down from the mobile phone.
So, while guests may have a pent-up urge to get back to human contact in a safe , clean and
regulated spa environment, they will also increasingly want the “high tech, high-touch” element
of their hospitality experience where they can monitor it. Hotel ads will shift forever as companies
rely on their cleaning methods, sanitised services and the touchless nature of mobile technology
that a guest already has in their own (washed) hands.
As the hospitality industry continues to re-open, the improvement of the interactive guest
experience is becoming more important today as visitors expect a more seamless and consistent
guest experience in the future using their own (self-cleaned) mobile devices. Here are the main
features to remember when providing a mobile app-enabled touchless hospitality experience for
your guests:
¾¾ Mobile Check-in (with registration card completion)
¾¾ Mobile Digital Keys
¾¾ Mobile Payments
¾¾ Mobile ID (barcode ID, charge to room/member account)
¾¾ Mobile Spa Check-in (intake forms)
¾¾ Mobile Facility access (NFC/Bluetooth)
¾¾ Mobile Messaging
¾¾ Mobile Guest Requests
¾¾ Mobile Guest Issues (PM)
¾¾ Mobile F&B Ordering
¾¾ Mobile Check-out
Visitors will return with desires and aspirations that we have never seen before; thus, it is important
that we adapt quickly to ensure that visitors to staff are secure in the “new standard” setting.
UNTOUCHED TECH
Digital Transformation is the integration of technology into all areas of business, changing how
they operate and offer value to the customers.
80% of business leaders in Asia believe that Digital Transformation is critical for every business to
stay relevant else will face the risk of becoming obsolete in the changing world. Embracing digital
technologies makes businesses more agile and profitable. Forrester researches indicate that by
2020, 40% of the revenues will be influenced by digital in some way or the other.
Similar to peer industries like healthcare, banking and entertainment, the hospitality industry has
experienced extreme digital transformation in the recent years.
Let’s discuss few trends influencing this human centric industry:
1. Hotel kiosk: It very easy access which allows the guest contactless check-in & check-out from
the hotel. It also helps the guest with digital guest room keys.
• Familiar Concepts
• Supports Encashing
• Hassle Free Operations
2. Focus on Data: - Hotel operations teams leverage the guest data to improve upon the services
and deliver brand promises. Revenue Managers use internal and external data to support
their pricing strategies and thereby driving RevPAR. Business development uses the data to
plot the growth strategy.
• Collecting data
• Sorting the Data
• Use of Data
3. Mobility: Today a traveller can plan his entire trip without having to talk to a human. Booking
a room, checking-in to a room, unlocking the room door, requesting services and posting
reviews can all be performed seamlessly using the mobile device.
• Cloud computing
• Interrelated computing network/device
• Smart home
• Food selection, In room amenities
• Increase in Up sells and guest satisfaction
4. AI & Chat Bots: Hotels are offering AI powered chat bots for guests to access any information at
any time they need, right from their mobile devices in the form of an e-concierge. Guests can
even access voice-activated chat-bots to open the curtains, set the alarm or order breakfast,
without any human interaction.
• AI powered Apps
• Easy Access of Information
• Less interaction with human beings
• Voice activated Chat Bots
• Set alarm, Order breakfast, Open curtains etc
5. Virtual Reality: Virtual Reality is being used by hotels to offer a preview to the guests what will
they experience even before they step into the hotel. This can offer great peace of mind to
customers who are planning a vacation to a faraway destination.
• Complete immersion experience
• Inside an experience
• Advertising and Marketing
How to Enable High Tech and Touchless Guest Experience: Adapting to the ‘New Normal’ of Guest Expectations 213
6. Shared Back Office Strategy: With the software applications moving over to the cloud, the
back office operations may see a shift in the operating model. This will lead to leveraging the
resources, improving process efficiencies and moreover ensuring business continuity in time.
• Either In-Source
• Out Sourced
• Shared service centres
CONCLUSION
Hotels who put guest safety and comfort first will create delightful experiences and drive
customer loyalty
The global health crisis has adversely impacted many businesses, and the hotel industry in
particular will have to innovate to achieve sanitization, convenience, and safe stays for guests.
Social distancing and sanitized environments are critical elements of the new operating model
of hotels. This new model mitigates the perceived risk of guests, and by providing Touchless, yet
high-touch experiences, guests can feel at home during their hotel stays. The enhanced customer
experiences envisioned in this post – and other innovations dreamed up by hotels who put their
customers first – will be accelerated by cloud technology.
Study on Growth of Housekeeping
Department in Service Industry and
32 Career Opportunities for Housekeepers
in India.
Dr. Malini Singh*
ABSTRACT
Housekeeping department, the most critical department with least customer interface. It is the
most significant back-office function. In this fast changing scenario, this department has particularly
undergone major upheavals resulting in a whole new outlook to Housekeeping management.
There was a time when there was limited scope for Housekeeping staff. Now with changing times,
there are numerous opportunities available in India, as well as other countries for those wishing
to join the Housekeeping department. Housekeeping has grown from a department in the Hotels
to an industry with vast career options for Hoteliers. This research paper is an attempt to highlight
the need of Housekeeping in today’s service industry. The paper highlights different sectors of
Housekeeping prevailing and their growth. The paper also showcases the career opportunities
for Housekeeping professionals in these industries. The service sectors included in the paper are
Corporate Housekeeping/ Office Housekeeping/ Industrial Housekeeping, Hotel Housekeeping,
Hospital Housekeeping, Domestic Housekeeping, Airport Housekeeping, Train Housekeeping, Cruise
ship Housekeeping, Banks Housekeeping, Institutions Housekeeping/Schools Housekeeping, Malls
Housekeeping, Pharmacy industry Housekeeping, Retail Housekeeping, Library Housekeeping,
Laboratory Housekeeping, Building Management, Small Business and Entrepreneurship. The study
has been done in India. Both Hotels as well as Hotel Management Institutes have been involved to
understand scope and growth of Housekeeping in Hotels and other service sectors
Keywords: Housekeeping, Service Industry, Career, Housekeepers, Sectors, Growth
INTRODUCTION
Housekeeping department, the most critical department with least customer interface, is the most
significant back-office function. In this fast changing scenario, this department has particularly
undergone major upheavals resulting in a whole new outlook to Housekeeping management.
Earlier Housekeeping was just a department in the Hotels which use to look after the cleaning and
upkeep of the Hotel. Today the department has grown from just being a department to an industry
* Associate Professor, School of Hospitality, Amity University, Noida, U.P.

on its own. The Housekeeping industry is an integral part of every organisation including Hotels,
retail companies, educational institutions, corporate, hospitals, and various other industries. They
perceive Housekeeping as an important part of their daily activities to stay ahead in the scenario
of increased competition and globalization.
The Housekeeping services includes a whole gamut of services that range from cleaning of
premises, preparation of food, coordination of minor repairs, coordinating the visitors arrivals and
departures, waste management, attending guests, gardening, procurement of utilities, etc.
There is an immense career opportunity in Housekeeping and it is growing by the day as a result
of rapid growth in hospitality industry, ITES/ITS/BPO companies, healthcare industry, tourism,
commercial complexes, and multinationals.
Cleaning industry has two market groups, the consumer market group and the commercial
market cleaner. The residential maid services, window cleaner, carpet cleaner or any other related
cleaning service belongs to the consumer market group. Or on the other hand, janitorial services
which provide a wider range of services including big cleaning companies of carpet belongs to the
commercial market group.
We also see that there is a vast career oppurtunities for housekeepers today. They are in demand
in all service sectors from Hospitals to retail and so on.
A lot of staff working in Hotels are now opting to work for other sectors of Housekeeping seeing the
growth in these industries. It is also obsereved that the students passing out of Hotel management
Institutes also prefer to join other sectors of Housekeeping than Hotels. The reasons mainly being
duty timing, better compensation, faster growth etc.
Thus it is very essential to do a study on need and growth of Housekeeping department in service
industry and career opportunities’ for Housekeepers in these industries, which will give better
alternatives to housekeepers in their career path.
THE OBJECTIVES OF STUDY
The objectives of this study were:
1. To understand the growth of Housekeeping Department
2. To recognize the scope of Housekeeping in different service sectors
3. To compare and highlight the career prospects in the Hotel Housekeeping and other service
sectors
METHODOLOGY
The study is based on primary and secondary data.
The primary data was collected from Housekeeping departments of Hotels and Hotel Management
Institutes in India through questionnaire.
The secondary data was collected from data available in books, journals, magazines newspaper
and internet.
SAMPLE
The simple random sampling technique was adopted and 100 respondents, 50 from Hotels and 50
from Hotel Management Institutes, constitute the sample for the survey. The questionnaire was
Study on Growth of Housekeeping Department in Service Industry and Career Opportunities... 217
randomly distributed to the Housekeepers of five, four star Hotels and Housekeeping faculty of
Hotel Management Institutes selected for study.
LITERATURE REVIEW
The literature review covers the Hotel industry & the competition in the Hotel industry. The
literature review also covers the reasons for turnover of staff from hospitality industry which has
given way to Hoteliers (Housekeepers) to work in other sectors like hospitals, cruise ships, retail
etc.
HOTEL INDUSTRY
The global Hotel industry is a major component of the travel and tourism industry, generating over
US$247 billion in 1995 (Olsen, 1996). It is an extensive industry defined as “a set of lodging firms,
including motels, in competition, and producing goods and services of a like function and nature”
(Go and Pine 1995 pg 25).
A Hotel, within this industry, is defined as “any facility that regularly (or occasionally) provides
overnight accommodations” (Olsen 1996, pg 20).
The Hotel industry is highly complex in that there are several independent but competing
elements (Hotels, resorts, motels, guest-houses etc.) within the industry (Go & Pine, 1995;
Littlejohn, 2003). Each element has internal quality classifications (one star to five star or economy
to luxury) and diverse customer groups (business, leisure & convention travellers) (Jones, 2002;
Lewis et al., 1995). In addition to the diversity within the industry, we must note the complexity
of the operating environment is extended for the multinational Hotel industry with “the unique
challenge of competing in three business environments: international, national and local” (Olsen
1996, pg 29).
According to the International Hotel Association report ‘Into the New Millennium’ (Olsen 1996)
the global Hotel industry comprised 307,683 Hotels with 11,333,199 bedrooms in 1995. The Hotel
industry has experienced significant growth over the last thirty years (Go & Pine, 1995; Olsen,
1996) with, in particular, a growth in the number of bedrooms worldwide by over twenty five
percent in the period from 1990 to 1998 (Littlejohn, 2003).
The Hotel industry is a highly complex industry (Olsen, 1996) that contains many sub-sections,
yet also competes at a broader level within specific geographic areas (Lewis et al., 1995). At the
product level, the Hotel industry is categorised by Hotel quality and style. For example, most
consumers are familiar with the star quality ratings and the slightly broader categorisations of
luxury, first class, mid-range and economy, but within these categorizations there are also several
types of Hotel such as business or leisure Hotels, apartment or all-suite Hotels (Lewis et al., 1995;
Littlejohn, 2003). Equally, the location of a Hotel, such as city outskirts, seaside, rural or roadside
also provides a reasonable segmentation of Hotels (Olsen, 1996).
COMPETITION WITHIN THE HOTEL INDUSTRY
The Hotel industry is changing, reflecting higher levels of concentration and competition (Go & Pine,
1995; Littlejohn, 2003; Olsen, 1996). The emergence, post WWII, of large Hotel groups operating
internationally has fundamentally changed the Hotel industry from a fragmented industry with
most Hotels individually owned, to one dominated by large groups (Littlejohn, 2003; Olsen, 1996).
This process of change and consolidation is continuing and a more internationalized and
concentrated industry is expected to develop (Go and Pine 1995, Olsen 1996). The structure
of an industry and the concentration of firms within that industry determine the behavior of
participating organisations (Needham, 1978). The Hotel industry has historically been considered
fragmented, as the industry level of concentration is perceived as low (Littlejohn, 2003).
The assumption that the level of concentration is low derives from two major reasons. First, the
diversity within the industry is high. Second, there is wide ranging ownership with many Hotel
companies only owning one or a small number of properties (Littlejohn, 2003).
Individual properties can hold competitive advantage for many reasons, including tangible aspects
such as location, physical attributes or facilities, as well as intangible aspects related to service
issues or specific characteristics (Lewis et al., 1995). At a group level, within a quality classification,
the competitive advantage that can derive from the uniqueness available to a single Hotel is not
available and, therefore, the development and management of strong brands is seen as a key driver
of success in the face of highly competitive markets, and low product differentiation (Delgado-
Ballester & Munuera-Alemán, 2000; Jiang, Dev & Rao, 2002). Tepeci (1999 pg 223) suggests that
as a mature industry, with “rising international competition, slower growth rates, decreased
population growth and oversupplied and mature markets”, the Hotel industry needs to pursue
market share rather than market growth strategies with consumer loyalty being paramount to a
successful strategy.
In summary the Hotel industry provides a significant economic and employment contribution to
the Indian and global economies. The industry has seen a long period of growth and consolidation
that has fundamentally changed the competitive climate, particularly in discrete sectors such as
the first class and luxury sectors, those chosen for this study. These sectors, whilst still showing
comparatively low levels of concentration, are dominated by the major Hotel groups. But, due to
a lack of physical product differentiation, these groups seek to rely on brand attitudes as a source
of competitive advantage.
REASON FOR CHANGE IN THE CAREER OPTION FROM HOSPITALITY TO OTHER SECTORS
Aside from compensation and benefits, career development is a job characteristic that makes
hospitality work an inferior choice of careers (Richardson, 2008). Richardson (2008) highlighted
that poor or unclear career structure plagues the image of hospitality work. This is a critical concern
as Hartman and Yrle (1996) investigated whether the lack of self development contributes to
the turnover rate. In their study, they proposed that employees are likely to become hobos and
leave when they perceived limited promotional opportunities. Similarly, Woods, Sciarini, and Heck
(1998) surveyed almost 5,000 Hotel general managers and concluded that a lack of advancement
opportunity is one of the most cited turnover causes.
Interestingly, Barron and Maxwell (1993) surveyed about 500 hospitality management students
who had finished their placement in the industry, in which nearly 90% of them considered
hospitality to be a growing industry with adequate career opportunities. Obviously, this is in
contrast to previous studies which found career potential to be an influential factor limiting
interest in the hospitality industry.
Arthur (1994) observed that talents tended to climb up their career ladder by moving across
companies instead of a sequential move within the same company. Barron, Maxwell, Broadbridge,
and Ogden (2007) even found that Generation Y young people expected a quick linear promotion
in hospitality by changing jobs on a regular basis. This phenomenon is not something unexpected
as the tourism and hospitality industry is on a growth track (UNWTO, 2010). Therefore there will
be more job openings and promotion opportunities available in the future. In addition, as baby
boomers start to retire in large numbers many more openings will be created. Baby boomers are
the largest generation the world has ever known. While many in the Western world would already
be retired, the lingering recession has caused many of these people to lose large portions of what
they once believed was a comfortable amount of savings for retirement. As a result of that, baby
boomers are delaying their retirement for economic reasons—and still occupying jobs they have
long held. Yet they will be leaving their positions in the near future.
STRESS
Stress is a vague term in the sense that it is hard to quantify. Spector (2003) commented that
occupational stress is correlated to various outcomes including reduced productivity, absenteeism
and ultimately employee turnover. According to Lo and Lamm (2005), there is literature
suggesting that the hospitality industry is a less risky industry of occupational stress due to the
reliance on emotional labour. However, other researchers advocated that occupational stress is
a significant factor in the hospitality business (Hsieh and Eggers, 2011; Zohar, 1994). Cartwright
and Cooper (1997) identified several environmental sources of occupational stress, including the
intrinsic factors of the job, role in the organization and work-home interface. As these authors
suggested, the gene of the job itself can be the source of stress. However, they may not have the
empowerment, such as the right to upgrade a guest for service recovery, to properly perform their
job. These situations cause stress
PERCEIVED ALTERNATIVE EMPLOYMENT OPPORTUNITY
Perceived alternative employment opportunity, also known as perceived ease of movement, is
the perception of the availability of job alternatives (Lee & Mitchell, 1994). This perception is
an uncontrollable factor because it is closely associated with the external environment, such as
availability of job vacancies and unemployment rate.
In an early study of Hulin, Roznowski, and Hachiya (1985), they revealed the significant relationship
between availability of jobs and voluntary turnover. Numerous studies acknowledged that the
perception triggers the turnover intention (Griffeth, Hom, & Gaertner, 2000; Khatri et al, 2001;
Mor Barak, Nissly, & Levin, 2001). In addition to the market condition, educational background
may affect the perception too. Mor Barak et al (2001) investigated that workforce with higher
educational background perceived more employment opportunities. Higher educated workforce
may consider their qualification as a competitive advantage over less educated workforce by
having more choices of alternative positions
NEED OF HOUSEKEEPING
Who doesn’t need Housekeeping? From our houses to offices, Malls to retail shops, Hospitals
to Hotels Housekeeping is required by everyone. Sloppy working conditions can lead to a lack of
pride in work. In addition to encouraging poor attitudes, bad industrial Housekeeping can lead to:
¾¾ Slips from slick or wet floors, platforms, and other walking and working surfaces.
¾¾ Trips from objects or materials that are left in walkways and work areas.
¾¾ Falls from holes in walking and working surfaces, uneven flooring, uncovered pits or drains,
and boxes and pallets that are used instead of adequate platforms .
¾¾ Collisions caused by poorly stored materials, overhanging or protruding objects, haphazard
spotting of pallets, and use of aisles for storing materials and equipment.
¾¾ Poor industrial Housekeeping creates hazards for all employees in the immediate area.
GOOD HOUSEKEEPING
¾¾ Eliminates accident and fire causes
¾¾ Saves energy by eliminating the need to work “around” congested areas and “deadwood”
stored in the work area
¾¾ Provides the best use of space
¾¾ Keeps inventory of materials to a minimum
¾¾ Helps control property damage
¾¾ Guarantees a good workplace appearance
¾¾ Encourages better working habits
¾¾ Reflects an image of a well-run operation
¾¾ Reduces the amount of cleanup and janitorial work
HOUSEKEEPING PROGRAM
Whether Housekeeping is being done in Hotels or in hospitals or elsewhere, the Housekeeping
program has to be established. A good Housekeeping program must include:
¾¾ Careful planning,
¾¾ A clean-up schedule or policy,
¾¾ Effective inspection, and
¾¾ Continuous supervision and enforcement of Housekeeping rules.
GROWTH OF HOUSEKEEPING IN VARIOUS SERVICE SECTORS
With the changing facets of Housekeeping, it is now not limited to Hospitality industry in fact
Housekeeping has emerged as an industry and each sector of Housekeeping is offering multiple
job options for Housekeepers. Briefly Housekeeping can be divided in various sectors like
¾¾ Corporate Housekeeping/ Office Housekeeping/ Industrial Housekeeping
¾¾ Hotel Housekeeping
¾¾ Hospital Housekeeping
¾¾ Domestic Housekeeping
¾¾ Airport Housekeeping
¾¾ Train Housekeeping
¾¾ Cruise ship Housekeeping
¾¾ Banks Housekeeping
¾¾ Institutions Housekeeping/Schools Housekeeping
¾¾ Malls Housekeeping
¾¾ Pharmacy industry Housekeeping
¾¾ Retail Housekeeping
¾¾ Library Housekeeping
¾¾ Laboratory Housekeeping
¾¾ Building Management
¾¾ Small Business and Entrepreneurship
Corporate/Office Housekeeping/industrial/facility Management
This type of Housekeeping is an interdisciplinary field primarily devoted to the maintenance and
care of large commercial or institutional buildings, such as office complexes, sports arenas or
convention centers. Duties may include the care of air conditioning, electric power, plumbing and
lighting systems; cleaning; decoration; grounds keeping and security. Some or all of these duties
can be assisted by computer programs.
It is the role of the Facility Management department to coordinate and oversee the safe, secure,
and environmentally sound operations and maintenance of these assets in a cost effective manner
aimed at long-term preservation of the asset value.
The term “facility management” is similar to “property management” but is typically applied
to larger commercial properties where the management and operation of the buildings is more
complex.
Quite popular with corporate houses in India, corporate Housekeeping may include:
¾¾ Premises cleaning and maintenance
¾¾ Pantry Services (includes cafeteria)
¾¾ Guest House Management
¾¾ ATM Management
They may also include services like:
¾¾ Window / Facade / Fascia Cleaning
¾¾ Spray Extraction Cleaning
¾¾ Car Interior Cleaning
Housekeeping at the office is important to promote a safe, clean and healthy workplace. Injuries
resulting from unsafe conditions in the office are particularly preventable because external factors
(e.g., weather) are minimal. Despite this, injuries resulting from Housekeeping deficiencies in the
office are far too commonplace.
HOTEL HOUSEKEEPING
One of the most integral departments within the Hotel, the Housekeeping department is
responsible for the immaculate care and upkeep of all the guest rooms and public spaces of the
Hotel
Housekeepers in the Hotel industry are responsible for keeping the facility clean, safe and
comfortable for guests. Their jobs include cleaning rooms, changing bedding, cleaning all
bathrooms, replacing toiletries, cleaning common areas, doing laundry and ensuring a clean overall
appearance. These individuals may also be required to assist in other areas of the Hotel. They
include all levels of Housekeeping, from assistants to supervisors and executive housekeepers. It
is important to have Housekeeping available 24 hours per day seven days per week for guests in
the Hotel industry.
HOSPITAL HOUSEKEEPING
Hospital Housekeeping provides Housekeeping and linen management services to the health
care industry. It is Hospital department which manages and provides the required Housekeeping
functions in all areas of the hospital
Hospital Housekeeping include
¾¾ Cleaning of patient rooms and wards
¾¾ Housekeeping in ICU
¾¾ Housekeeping of public floor
¾¾ Cleaning of Public Toilets
¾¾ Operation theatre cleaning and segregation of waste
DOMESTIC HOUSEKEEPING
Domestic Housekeeping refers to Housekeeping maintenance in a house. It covers bedrooms,
kitchen, dining, receiving area, grounds and the surrounding areas within the house. A number of
agencies today are offering domestic Housekeeping with services like upholstery cleaning, floor
scrubbing, light cleaning etc.
AIRPORT/AIRLINE HOUSEKEEPING
The travelers may not always notice the cleaning teams working hard across the airport, but they
certainly notice their gleaming work. Besides maintaining floors and surfaces, the team is also
always ready to respond to emergencies and immediate needs.
With the assistance of a diligent workforce and innovative production techniques, the airport
Housekeeping is able to provide a quality range of Aviation Services. The range of aviation services
includes dry cleaning and aircraft cleaning jobs for various aircrafts. they are backed up with least
sophisticated equipments and machine tools for performing these services which makes the
services highly reliable.
The systems are also designed to work with ever-changing passenger loads. From downtime to
full-capacity holiday seasons, the one thing that doesn’t fluctuate is their level of service.
The Airport/Airline Housekeeping includes work like
Airport and aircraft cleaning
¾¾ Includes providing cleaning services in the quarantine and security-conscious environment of
airports and aircraft.
¾¾ Includes cleaning of – public areas, administration areas, airline offices, aircraft or hangars.
Gourmet catering
¾¾ This service includes providing fresh gourmet menus, with delicious cheeses, wines, fruit, etc.
Airport Lounge Management

¾¾ This service includes managing airport lounges, for clients like various airlines including United
Airlines, Malaysia Airlines. They provide complete gourmet catering, customer support and
management services. That includes unique menu designs and product selections that help
our airline clients to differentiate themselves from their competitors.
Pub & Venue Cleaning / Housekeeping
¾¾ This service provide Hotel Housekeeping and pub/venue cleaning services on the airport
Airport Security Screening
¾¾ That includes Airport Security Screening for travellers arriving via private jets.
TRAIN HOUSEKEEPING
In an attempt to provide better hygiene and ensure passenger comfort, Railway has introduced
Housekeeping facility on platforms and long distance trains. This facility provided in the train is
known as on-board Housekeeping. Where in the trains are cleaned at regular intervals throughout
its journey. In this service the mobile numbers are displayed at the entrance of the coach so that
passengers can call for the cleaning services. Under this scheme, one staff for every three reserved
coaches of professional Housekeeping agencies is deputed for the entire journey of the train.
Railways have also introduced the system of getting feedback from the passengers about the work
done by the house keeping crew during the journey.
The Housekeeping division of railways specializes in following areas:
¾¾ Mechanized Cleaning of Railway Platforms and Yards spanning over several kilometers:
¾¾ Mechanized Cleaning of enroute trains at several stations of Indian Railways: This is a highly
specialized job where entire train full of passengers is required to be cleaned in a very short
span of 15 to 20 minutes. A team consisting of about 35 trained janitors armed with small
but efficient high pressure water jets and vacuum cleaners enter the train and carry out the
cleaning within a few minutes.
¾¾ Mechanized Intensive Rake cleaning of Trains in Railway Yards: This again is a highly specialized
job where the entire train is to be thoroughly washed and cleaned from inside as also outside
in about 4 hours.
¾¾ On Board Housekeeping Services (OBHS) in Trains: This is very new concept introduced by
Railways wherein skilled janitors travel on the train. Their job is to clean the train during the
entire journey.
¾¾ Technical Operations and Maintenance: this includes maintenance of equipments in the trains
CRUISE SHIP HOUSEKEEPING
This department’s responsibility is to ensure each guest’s sleeping quarters (cabins) are maintained
daily to a predetermined set standard. From bell staff reacting to the in-cabin needs of the
passengers, to the laundry section ensuring that the towels are replaced every day, this department
requires to pull together as a team to ensure minimum passenger disruption. Responsibilities of
the Housekeeping department on the ship/yacht:
¾¾ Cleaning and maintenance of passenger staterooms
¾¾ Cleaning and maintenance of public spaces, laundry room, and linen closets
¾¾ Smooth flow of linen at any given time

¾¾ Cleaning and maintenance of Crew quarter
¾¾ Immediately respond to passenger complaints and report back to guest with a resolution
¾¾ Reporting maintenance problems to the Captain and Mate
¾¾ Training stewards in cleaning procedures
¾¾ Passenger interaction regarding the cleanliness of their staterooms and the public areas
BANKS HOUSEKEEPING
Chambers Twentieth Century Dictionary states that ‘Housekeeping’ means keeping or management
of a house or of domestic affairs. The Housekeeping at the bank is designed to have smooth
banking operations in a controlled environment. These smooth operations are ensured if the
Housekeeping at the branch is proper.
The Housekeeping at the branch could be of help to different areas of bank like:
¾¾ Cleanliness and upkeep of Bank.

¾¾ Discipline and customer services.
¾¾ Compliance with central office guidelines and other statutory authorities.
¾¾ Maintenance and upkeep of assets.
¾¾ Security system.
¾¾ Quality and safety of records maintained.
¾¾ MIS and filing of returns.
Precisely it starts from the name board of the branch and goes up to the quality of annual audited
returns submitted by the branch.
INSTITUTIONS HOUSEKEEPING/ SCHOOLS HOUSEKEEPING
For providing a clean, comfortable and safe environment in the institutions, this service includes
Housekeeping services for educational institutions. Team of professionals working is recruited
only after a thorough verification. These are provided regular training so that they maintain the
highest level of discipline and decorum on duty. The Institutional Housekeeping comprises of:
¾¾ Cleaning and maintenance of institute classrooms and public areas including washrooms
¾¾ Health care and sanitation
¾¾ Cleaning and maintenance of recreational areas like playgrounds, swimming pools etc.
¾¾ Toilet training to small kids
¾¾ Transport of stationary in different areas
MALLS HOUSEKEEPING
Appearances start with cleanliness. Shopping mall Housekeeping is a big responsibility. In order
to keep customers returning to the center, concentration on cleanliness and keeping the center
in good repair is on priority. Eye appeal is of the utmost importance. Attention to detail, too,
is important in maintaining a mall, that’s what really makes or breaks a mall. A location that
consistently is clean and in good repair also discourages abuse of any type. Shopping mall
Housekeeping includes:
¾¾ Cleaning and maintenance of the mall

¾¾ Upkeep of flooring and walls
¾¾ Floor and Table cleaning in food courts
¾¾ Consistent, ongoing maintenance activities
¾¾ Common area maintenance (CAM)
¾¾ Regular preventive maintenance
¾¾ HVAC systems maintenance
¾¾ In addition to cleaning the Housekeeping may also be responsible for landscaping, pavement
(curbs, sidewalks and the parking lot) maintenance, janitorial activities, and maintenance of
elevators and escalators. Also keeping the shops clean and in good conditions. Every aspect
of the shopping center, from marble floors to parking lots is a part of Housekeeping function.
¾¾ The Housekeeping works towards improving the overall appearance and quality of the center.
PHARMACY INDUSTRY HOUSEKEEPING
The main functions of Housekeeping in pharmaceutical are infection control and proper handling
of bio-medical waste. Safety against fire, prevention of cross contamination, odour control and pest
control waste disposable procedures are all a part of Housekeeping. This kind of Housekeeping also
includes special services for pharmaceutical industry where dust-free and hygienic environment
is of top priority. Housekeeping also give special attention to areas like aseptic, gowning,
warehousing, manufacturing, packaging, processing and research & development where the
bacterial contamination is likely to develop.
As also a lot of chemical waste is produced at the end of the day which needs very careful handling
so mechanized cleaners are used more than manual cleaners.
RETAIL HOUSEKEEPING
An important part of the day-to-day management of merchandising and store presentation is
Housekeeping. The overall impression that you create with the retail mix can easily be undone
if the cleanliness and maintenance of the store does not complement the image the store has
created. To effectively achieve this goal, the store needs Housekeeping policies and procedures in
place.
Jobs included in retail Housekeeping are:
¾¾ Upkeep and maintenance of the shop
¾¾ Regular cleaning of the premises
¾¾ Regular maintenance check and repair of systems and equipment
¾¾ Stock rotation
¾¾ Dealing with spills and breakages
¾¾ Store maintenance is important because it affects:
¾¾ The customer’s perceptions of the store
¾¾ The longevity of the store’s facilities
¾¾ Operating expenses.
LIBRARY HOUSEKEEPING
Good Housekeeping for library and archive collections means keeping the materials and surrounding
areas clean, educating staff and users in how to handle research materials, monitoring handling
practices, and how users conduct themselves on library premises (and monitoring them), and
housing and shelving materials appropriately.
The cleanliness of storage areas is especially important, because dirt and grime damage materials
and provide nutrients that promote mold and attract insects and rodents.
A library that has an air conditioning system with regularly maintained particulate filters will have
to clean much less often than if it had no such system. If run continuously, a well-functioning air
conditioning system provides the best form of control against dust and other particulates, but
much can be accomplished even without such a system.
All areas of the library should be cleaned regularly. Setting up a cleaning schedule for public
spaces and storage areas may be helpful. Housekeeping manual for staff can detail procedures and
special instructions for caring for the collections. Storage areas, counters, and tabletops should be
cleaned often to prevent the accumulation of dirt. Floors should be vacuumed and damp-mopped
at least every 48 hours, and carpets vacuumed at least once a day. Damp mopping, rather than
wet mopping, reduces the risk of raising the humidity in confined areas. It also helps prevent
books on lower shelves from being splashed by water and other cleaning materials.
Books should be shelved and compressed properly. Compression helps to prevent dust and other
debris from falling into the text blocks. It also aids regular cleaning of books at the shelf: the
tops of books that are properly compressed can be easily dusted or vacuumed. A good choice
for removing light dust layers from books and shelves is magnetic cleaning cloths, which use an
electrostatic charge to attract and hold dust and thus leave no damaging chemicals behind. These
cloths should be changed frequently. Ideally, suitable vacuum cleaners should be used to remove
dust from carpets, floors, books, and shelving, because sweeping can simply move the dust from
one area to another. Much of the dust in libraries and archives consists of soft brown particles
produced by the collection—small flakes of paper fibers, leather fragments, and textile threads.
Most problematic, though, is the dust produced by industrial pollution—the fine black soot usually
seen around window openings and HVAC ducts.
Library Housekeeping is essential for maintaining and preserving the collection, whether they are
rare documents or new books. Paper ages naturally over time, but dust, grease and insects eat away
at the materials, destroying parts of the collection over time. Maintaining a clean environment in
the library is good for patrons as well as for the collection. Excess dust, insect activity and mold
exacerbate airborne allergies. In the library, Housekeeping is both prevention and upkeep -- it is
just as important to keep pollutants out of the area where books are kept as it is to keep up with
the vacuuming.
LABORATORY HOUSEKEEPING
Good Housekeeping is essential to ensure a clean, safe and pleasant work environment. Although
common sense usually prevails in laboratory Housekeeping, one of the many contributing factors
associated with accidents and fires is poor Housekeeping. Lack of good Housekeeping also reduces
work efficiency. For a safe and healthy workplace, it is imperative that good Housekeeping
practices are employed so that accidents and injuries do not take place. Maintaining high
standards of Housekeeping also conveys a sense of professionalism to those who visit or work in
our laboratories.
BUILDING MANAGEMENT
Building maintenance are services dedicated to providing useful facilities on issues such as building
repair and maintenance, pest control, landscaping, ergonomics, attracting and retaining tenants.
The system also include a Building Management System (BMS) is a computer-based control
system installed in buildings that controls and monitors the building’s mechanical and electrical
equipment such as ventilation, lighting, power systems, fire systems, and security systems.
SMALL BUSINESS AND ENTREPRENEURSHIP
Under this category come small Housekeeping companies who do both domestic as well as
institutional Housekeeping but on a small scale
FINDINGS AND DISCUSSION
A well framed questionnaire was made and distributed for the study
Two types of questionnaire were used. The first questionnaire was for Hotel Housekeepers where
questions were asked to understand the job change of Housekeeping staff to Hotels as well as
other Housekeeping sector on a yearly basis.
The second questionnaire was for Housekeeping faculty of Hotel management Institutes to
understand about the career decision taken by Housekeeping specialization students.
PROFILE OF PARTICIPANTS OF THE SURVEY
Respondents’ distribution by Age
The next Figure 1a demonstrates participants by their age. 18% of the participants were of the age
group 20 – 30 years, 46% of the participants 31 – 40 years, 24% 41 – 50 years and 12% > 51 years.
Fig. 1a: Respondents’ distribution by Age

Respondents’ distribution by Location

The next Figure 1b demonstrates participants by location from where the data was collected.
12% of respondents are from east India. 52% of the participants are from South India. 25% of the
participants had are from North India and 11% of participants are from west India
Fig. 1: Respondents’ distribution by Location
Respondents’ distribution by Area of work

The next Figure 1c demonstrates participants by area of work. 50% of the participants were from
Hotels and the rest 50% are from Hotel Management Institutes.
Fig. 1c: Respondents’ distribution by Area of work
Following are the statistical finding of the survey

With the help of the questionnaire the statistical information was found out by taking average of
the data collected and the following figures were obtained
HOTELS
Percentage of staff working in Housekeeping department 37%
Percentage of Hotel staff shifting to other Hotels in Housekeeping Department (yearly) 26%
Percentage of staff shifting to other Housekeeping services (yearly) 13%

HOTEL MANAGEMENT INSTITUTES
Percentage of students taking Housekeeping as specialization (yearly) 7%

Percentage of students joining Hotel Housekeeping (yearly) 38%
Percentage of students joining other Housekeeping services like facilities/Hospitals etc (yearly) 62%
Percentage of students who joined Hotels from the earlier batches and have shifted to other
71%
Housekeeping services (yearly)
Both the questionnaire together helped to gain information about the scope of Housekeeping in
today’s world and housekeepers opting for various career opportunities being offered.
From the above data we can see that there is an increasing shift of job from Hotel Housekeeping to
other service sectors which highlights that there is a lot of scope and growth in the other sectors
of Housekeeping than Hotels which is attracting staff of Hotels and students taking Housekeeping
specialization to join these industries.
CAREER OPPORTUNITIES’ IN HOUSEKEEPING INDUSTRY
It’s easy to imagine some of the challenges that might come with Housekeeping jobs, like trashed
party rooms or difficult customers. But, Housekeeping jobs also have certain rewards. With the
Housekeeping industry growing, career opportunities in the industry is also growing rapidly. The
Housekeeping job is no longer limited to Hotels but has grown multifaceted with openings in
Hospitals, Corporate, Malls, Retail and so on. Today Housekeeping is one of the best paid industry
and Housekeeping jobs and are perfect for college students or entrepreneurs looking to start a
business.
There are some essential areas that continue to make the Housekeeping industry very profitable.
First on the list are the cleaning services provided by both by private and commercial entities
offering their services to residential and business units. Because of the hectic schedule of most
people, they prefer to take advantage of either a home cleaning or office cleaning services to
take care of their regular Housekeeping needs. Furthermore, this sector makes a lot of money for
those moving to a new home or to those leaving their old houses. Professional cleaning services
are common in countries like the United States of America, United Kingdom, and the Middle East.
Another big player in the Housekeeping industry is the hospitality Housekeeping sector, which is
in demand in locations with five-star Hotels and resorts. Geographically speaking, this business
is profitable in countries that offer great attractions and beaches. The business, however, is
not limited only to those places because anywhere in the world, Hotel accommodations hire a
Housekeeping agency to help them out with keeping their buildings clean and organised. Cruise
ships also avail of hospitality Housekeeping to ensure that their guests stay in clean and organised
rooms, despite being at sea. The last and most dramatic proponent of a profitable Housekeeping
industry is green cleaning. Green cleaning is defined as the utilisation of cleaning products that
has eco-friendly ingredients and chemicals. This is promoted internationally in an effort to protect
the environment as well as to lessen toxic risks on humans.
Housekeeping has grown from a department to an industry. Once upon a time there was limited
scope for Housekeeping staff. Now with changing times, there are numerous opportunities
available in India, as well as abroad for those wishing to join the Housekeeping department. Some
top industries having a Housekeeping department are:
¾¾ Hotels & resorts

¾¾ Clubs
¾¾ Hospitals
¾¾ Multinational companies and corporate offices
¾¾ Malls & Bazaars
¾¾ Housekeeping agencies
¾¾ Airlines/ airports
¾¾ Institutes/hostels
¾¾ Embassies
¾¾ Private apartments /builders and contractors
¾¾ Catering companies
¾¾ Private Housekeeping enterprises
¾¾ Faculty in Hotel management institutes
CONCLUSION
The future looks bright for the Housekeeping industry and Housekeeping profession. The
Housekeeping department has come a long way from just being a small department in Hotels to
an industry today. The Housekeeping profession, having today become a vital profession in all the
industries from Hotels to hospitals, clubs to entertainments sectors, hostels to Institutes, national
and multinational companies - even housing societies are now hiring Housekeeping contractors.
Private Housekeeping businesses, established by housekeepers themselves are also lucrative
today. Many housekeepers today also engage in part-time consultancy in multinational/national
companies, earning good amount of money just visiting the site once a week on their off days.
The study clearly shows that there is awareness amongst housekeepers to grab opportunities not
only in Hotels but other sectors of Housekeeping. Today the Housekeepers are working in almost
all sectors of service industry. A gradual shift of job from Hotels to other sectors is clearly indicated
which gives Housekeepers better career options and faster growth.
From a thankless job to a highly paid and respected career, the overall Housekeeping today is one
of the most lucrative and growing options for Hospitality students. In the modern era, sky is the
limit for housekeepers.
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Relationship Marketing in Service
Sector: A Case Study of Select
33 Organizations Relating to Tourism and
Hotel Industry
Prof. (Dr.) Sharad Kumar Goel*
Relationship marketing is a dimension of customer relationship management (CRM) that focuses

on customer satisfaction and long-term customer involvement rather than short-term targets
such as customer growth and product sales. The purpose of relationship marketing (or customer
relationship marketing) is to build solid, even emotional, customer ties to a brand that can lead
to continuing company, free word-of - mouth advertising and customer knowledge that can lead.
The researcher has shown the detailed report followed by recommendatory guidelines in the
paper. It is hoped that it would give clear understanding of what the author has done and how the
inferences were drawn after the analysis of the information and on the basic of the results of the
study, the author has drawn some conclusions and given some useful suggestions which would be
find useful by the policy planner, academicians, marketers, researcher’s and persons involved and
engaged in the business of travel, tourism and hospitality services sector in India.
THE OBJECTIVES OF THE WORK DOWN BY THE AUTHOR AS FOLLOWS:
The purpose of research is to discover answers to questions through the application of scientific
procedures. The basic objective of the study is to examine marketing strategy in service sector
with special reference to services marketing organizations and especially, the tourism and hotel
industry. Some of the other related objects of the study are:
¾¾ To study the domain and conceptual foundations of relationship marketing in Indian context
and how the relationship marketing has gained momentum in marketing field.
¾¾ To explain the significance of relationship marketing in different areas of Service marketing
like Tourism & Hotel sectors.
¾¾ To evaluate the role of information technology through web based Internet Business strategy in
building, maintaining and enhancing relationships between the marketers and the customers.
¾¾ To study the various aspects of relationship marketing strategies – its evolution within the
organization and how the relationship marketing can be organized and developed for Quality
services in tourism and hotel business.
* Director & Professor of Management, Indirapuram Institute of Higher Studies (IIHS), Ghaziabad.
Relationship Marketing in Service Sector: A Case Study of Select Organizations Relating to Tourism... 233
¾¾ To analyze the practice of relationship marketing with the help of some cases of relationship
marketing in the context of tourism and hotel marketing in Indian perspective.
¾¾ To recommend customer centric relationship marketing for Tourism & Hotel services through
electronic customer relationship.
¾¾ To evaluate the satisfaction of the both customer & the service provider in building relationship
at all the stages of interaction by using Internet based services as effective relationship
marketing tool.
¾¾ To submit the final report followed by observations, findings, analysis and subsequent
recommendations based on the data and information available on the subject of study.
The researcher has selected cases of the following seventeen prominent organizations who are
engaged in the tourism services & hospitality services since very old. All the organizations are
very old and pioneers in this field. The brief introduction to these organizations follows. For the
case study purpose we have taken six prominent organizations engaged in the field of hospitality
and nine prominent organizations in travel & tourism industry. These organizations are referred
here in this study as Units under study or Destination management organizations (DMO’s) by the
researcher.
HOTELS ORGANIZATIONS
¾¾ Taj Group of Hotels
¾¾ ITC Maurya Sheraton
¾¾ The Grand Intercontinental Hotel
¾¾ Ashoka Hotel
¾¾ The Oberoi
¾¾ Hyatt Regency Hotel
TOURISM ORGANISATIONS
¾¾ Indian Tourism Development Corporation Limited
¾¾ J & K Tourism Development Corporation Limited
¾¾ Thomas Cook (India)Limited
¾¾ Cox & Kings India Private Limited
¾¾ Trade wings Tours Limited
TRAVEL & TOURS OPERATORS
¾¾ Raj Tours & Travels
¾¾ Sita world travels
¾¾ Make-my-trip.com
¾¾ IRCTC
¾¾ Ezeego1.com
¾¾ Yatra.com
All these all prominent organizations in India are known for the following services:
¾¾ Destination management
¾¾ Outbound tourism
¾¾ Domestic holidays
¾¾ Business travel
¾¾ Trade fairs.
¾¾ Inbound & Domestic Tours
¾¾ Conference & Convention
¾¾ Value Added Services
¾¾ Travel and Ticketing
¾¾ Accommodations & Stay
¾¾ Arrangement for Leisure and Business Travel
LITERATURE REVIEW
The current growth in the field of relationship marketing is somewhat similar to what was
experienced in the early stages of the development of the discipline of consumer behavior. There
is a growing interest in the subject matter, and many explorations are under way to establish
its conceptual foundations. In the flood of knowledge, diverse perspectives are required for
understanding this growing phenomenon. Each exploration offers a perspective e that should
help us to conceptualize further the discipline of relationship marketing. As Sheth (1996) has
observed, for a discipline to emerge, it is necessary for scholars to build conceptual foundations
and develop theory that will provide purpose and explanation for the phenomenon. This is how
consumer behavior grew to become a discipline that now enjoys a central position in marketing
knowledge.
Although Berry formally introduced the term relationship marketing into the literature in 1983,
several ideas of relationship marketing emerged much before then. For example, McGarry (1950,
1951, 1953, 1958) included six activities in his formal list of marketing function: contractual
function, propaganda function, merchandising function, physical distribution function, pricing
function, and termination function. Of these, the contractual function falling within the main
task of marketing reflected McGarry’s relational orientation and his emphasis on developing
cooperation and mutual interdependence among marketing actors. For example, he suggested
the following (as cited in Schwartz, 1963):
1. Contractual function is the building of a structure for cooperative action.
2. Focus on the long-run welfare of business and continuous business relationship.
3. Develop and attitude of mutual interdependence.
4. Cost of dealing with continuous contact is much less than the cost of casual contacts; by selling
only to regular and consistent customers, on can reduce costs by 10-20%
McGarry’s works has not been widely publicized, and his relational ideas did not lead to the same
flurry of interest caused by Wroe Alderson’s (1965) focus on inter and intra-channel cooperation.
Although the theory of marketing no longer enjoys the central position in marketing, interest
in channel cooperation has been sustained for the past tree decades, and many relationship
marketing scholars have emerged from the tradition of channel cooperation research (Anderson
& Narus, 1990; Stern & El-Ansary, 1992; Weitz & Jap, 1995). They have contributed significantly
to the development of relationship marketing knowledge and have been most forthcoming in
applying various theoretical ideas from other disciplines, such as economics, law, political science,
and sociology.
As is widely known, the discipline of marketing grew out of economics, and the growth was motivated
by a lack of interest among economists in the details of market behavior and the functions of
middlemen 9Bartels, 1976; Sheth et al., 1988). Marketing’s early bias toward distribution activities
is evident in the fact that the first marketing courses (at the University of Michigan and Ohio
State University) were focused on effective performance of the distributive task (Bartels, 1976).
Early marketing thinking centered on efficiency of marketing channels (Cherrington, 1920; Shaw,
1912; Weld, 1916, 1917). Later, the institutional marketing thinkers, because of their grounding in
institutional economic theory, viewed the phenomena of value determination as fundamentally
linked to exchange (Alderson, 1954; Duddy & Revzan, 1947). Although institutional thought of
marketing was later modified by the organizational dynamics viewpoint and marketing thinking
was influenced by other social sciences, exchange remained the central tenet of marketing.
SHIFT FROM DISTRIBUTION FUNCTIONS TO UNDERSTANDING CONSUMER BEHAVIOR
The demise of the distributive theory of marketing began after World War II, as the focus began to
shift from distributive function to other aspects of marketing. With the advent of market research,
producers, in an attempt to influence end consumers, began to direct and control the distributors
regarding product merchandising, sales promotion, pricing, and so on. Thus repeat purchase
and brand loyalty gained prominence in the marketing literature (Barton, 1946; Churchill, 1942;
Soward & Sheth, 1969; Sheth, 1973; Womer, 1944). Also market segmentation and targeting were
developed as tools for marketing planning.
Two influential writing in the 1960s and 1970s provided impetus to relationship marketing thinking,
particularly in the business-to-business context. First, adler (1966) observed the symbiotic
relationships between firms that were not linked by the traditional marketer-intermediary
relationship. Later, Varadarajan (1986) and Varadarajan and Rajaratnam (1986) examined other
manifestations of symbiotic relationships in marketing. The second impetus was provided by
Johan Arndt (1979), who noted the tendency of firms engaged in business-to-business marketing
to develop long-lasting relationships with their key suppliers rather than focusing on discrete
exchanges and termed this phenomenon “domesticated markets.” The impacts of these works
spread across two continents. In the united States, several scholars began examining long-term
inter-organizational relationship in business-to business markets, and in Europe, the Industrial
Marketing and Purchasing (IMP) Group laid emphasis on business relationships and networks.
As relationship marketing grew in the 1980s and 1990s, several perspectives emerged. On
approach that integrated quality, logistics, customer services, and marketing is found in the works
of Christopher, Payne, and Ballantyne (1991) and Crosby, Evans, and Cowles (1990). Another
approach that involves studying partnering relationships and alliances as forms of relationship
marketing observed in the works of Morgan and Hunt (1994), Heide (1994), and Varadarajan and
Cunningham (1995). Similarly, conceptual and empirical papers have appeared on relationship-
oriented communication strategies (Mohr & Nevin, 1990; Owen, 1984; Sechultz, Tannenvaum, &
Lauterborn, 1992), supply-chain integration, legal aspects of relationship marketing (Gundlach &
Murphy, 1993), and consumer motivations for engaging in relationship marketing.
The practice of relationship marketing has been greatly facilitated by several generations of
customer relationship management software adopation that allow tracking and analysing of each
customer’s preferences, activities, tastes, likes, dislikes, and complaints through information &
communication technologies. This is a powerful tool in any company’s marketing strategy.
The relationship marketing process is usually defined as a series of stages, and there are many
different names given to these stages, depending on the marketing perspective and the type of
business. For example, working from the relationship beginning to the end:1
1. 1.Interaction → Communication → Valuation → Termination
2. 2.Identify → Establish → Maintain → Enhance → Retain
3. 3.Suspect → Prospect → Customer → Partner → Advocate → Former Customer
Using the relationship marketing approach, you customize programs for individual consumer
groups and the stage of the process they are going through as opposed to some forms of database
marketing where everybody would get virtually the same promotions, with perhaps a change
in offer. The stage in the customer Life Cycle determines the marketing approach used with the
customer.
METHODOLOGY , RESEARCH DESIGN AND PROCESS
Research design, methodology and tools of research the researcher has adopted for the treatment
and analysis of the topic under study. It discusses all about methodology, techniques, research
design and processing and analysis of data. The researcher has discussed the practical aspects of
research methodology used for the development of present study.
The choice of the relationship marketing through internet/Web to be tested in this study had the
following selection criteria:
1. Relevance of the Web based internet features for tourism & hotels businesses;
2. The approach and methodology for this study can be broadly divided into three stages.
Stage I : Preliminary and Exploratory Research
Stage II: Primary Data Collection
Stage III: Data Analysis and Preparation of Perspective Plan
3. a representation of three main stages of an online buying process for a potential tourist
(before-purchase, at-purchase and after-purchase stages) and different importance of these
stages for forming adoption customer satisfaction at attraction & retention phase, through
research model , and
Finally, Respondents satisfactions for Quality Services with internet based relationship services
of selected Units under study and use of Internet as an effective relationship tool by the service
provider selected Units under study were done.
The present study is an exploratory and analytical study. As such, extensive literature survey
has been done. Some empirical examples have also enhanced the significance of the present
study. The study is based on primary and secondary data. The primary data and information has
been obtained by administering standard questionnaire and holding interviews and discussions
with the marketing people engaged especially in the hotel, tourism and other services sector. The
aims of this study were to carry out primary & secondary research in order to examine the use
of the internet as a tourism & hotel marketing communication tool and to establish application
& importance of the Internet as a effective relationship marketing tool in the selected tourism &
hotel organizations.
The purposive sample data’s was gathered through on line invitation and semi-structured
interviews were held to establish to what extent the selected hotel chains and tourism companies
adopt, or will adopt, the Internet through Web as a relationship marketing tool. This approach
was preferable due to its suitability for an unexplored research topic, whose subject matter
deals with confidential company information (e.g. marketing strategy). Also, respondents were
reassured the results would have a degree of confidentiality. Adequate review of the literature on
Web based relationship marketing in Tourism & hotel service sector has done by the researcher.
Thus, based on the reviewed literature and selection criteria, the e-CRM features for building long
term relationship with profitable customers of tourism and hotel are hypothesised as positively
related to adoption customer satisfaction.
The role of Relationship Marketing in Service Sector has also been elaborately discussed with
evaluation of current relationship marketing practices in Service Sector. In the 21st century,
the business environmental conditions are likely to be more volatile. The multi-dimensional
developments in the information technologies, activated and energised by the developed countries,
have made ways for sophistication in almost all the areas. It is against this background that leading
service generating organisations of the world have been found believing in making things happen.
The invention and innovations have been paving avenues for a qualitative transformation in almost
all the areas. This has been successful in increasing the level of expectations of customers. The
globalisation and liberalisation has opened new vistas for the development of service generating
organisations. The intensity of competition is found moving upward. The organisations active
in enriching their strength have been found establishing an edge and compelling the weak
organisations to make a final good-bye. This makes it essential that even in the Indian condition,
the service generating organisations put in sincere efforts to make themselves stronger and
stronger, if they have to survive and thrive. They have to explore profitable avenues and profitable
avenues and practise innovating marketing since quality or world class service with innovative
marketing would help them in proving their excellence nationally and internationally competitive.
The Services Sector in India plays a vital role in the economy of the Country. There is a large variety
of services being offered in the market by service providers. These services are heterogeneous
and varied. GATS (General Agreement on Trade & Services) identified as many as 155 activities as
services and classified them in the following 11 major categories:
A. Finance G. Health
B. Information Technology & Communication H. Business Services
C. Knowledge Process Outsourcing I. Construction & Engineering
D. Media & Entertainment J. Environment
E. Retailing & Distribution K. Transport
F. Tourism & Hotel
Relationship marketing benefits the customer as cell as the firm. For continuously or periodically
delivered services that are personally important, served in quality, and / or complex, many customers
will desire to be “relationship customers.” High-involvement services also hold relationship
appeal for customer. Medical, banking, insurance, and hairstyling services illustrate some or all of
the significant characteristics – importance, variability, complexity, and involvement – that would
cause many customers to desire continuity with the same providers, a proactive service attitude,
and customized service delivery. All are potential benefits of relationship marketing.
The intangible nature of service makes them difficult for customers to evaluate prior to purchase.
The heterogeneity of labor-intensive services encourages customer loyalty when excellent service
is experienced. Not only does the auto repair firm want to find customers who will be loyal, but
customers want to find an auto repair firm that evokes their loyalty.
In addition to the risk-reducing benefits of having a relationship with a given supplier, customers
can reap social benefits. Barlow (1992) points out that “it fundamentally appeals to people to be
dealt with on a one-on-one basis.” Jackson (1993) argues that relationship marketing addresses
the basic human need to feel important. Czepiel (1990) writes that because service encounters
also are social encounters, repeated contacts naturally assume personal as well as professional
dimensions.
Relationship marketing allows service providers to become more knowledgeable about the
customer’s requirements and needs. Knowledge of the customer combined with social rapport
built over a series of service encounters facilitate the tailoring or customizing of service to the
customer’s specifications.
Paarasuraman, Berry, and Zeithaml report that customer’s desires for more personalized, closer
relationships with service providers are evident in transcripts of interviews with customers for
both ongoing services (e.g., insurance, truck leasing) and service provided intermittently (e.g.,
hotel, repair service). Relationship theorists tend to compare themselves to traditional marketing.
In doing so they frequently present traditional marketing in an unfavourable light. For example,
Adrian Payne claims that traditional marketing concentrates on product features, has minimal
interest in customer service, limited customer contact, and quality is primarily a concern of
production.
Importance of Relationship Marketing in the field of tourism in essential. If we delay, the seeds
of dissatisfaction and monotony, get a conducive nexus for their germination and development.
Hence to control or regulate the process, we allow a change which influences our decision
marketing behaviour and forces us to welcome a change of place. It was against this background
that the traveling was transformed into a business and of late is an industry. The process of
transformation has witnessed a number of ups and downs in almost all the areas. Right form the
very beginning of culture and civilization, we find the process of change continuing, of course as
a pilgrimage. There is no doubt in it that the Roman Empire injected life, strength and continuity
to traveling and therefore, the credibility for the development of tourism industry ultimately goes
to them.
Thomas Cook was of the view that beauty is for the people. The opinion of Mr. Cook generated
new dimensions in the tourism business which paved copious avenues for the development of
tourism as an industry. We can’t deny that since time immemorial, travel has been the first choice
for masses, the qualitative improvements in the process could take place with the participation and
cooperation of leading global organisations, such as World Tourist Organisation, Pacific Area Travel
association, International Union of Official Travel Organisation or so. With the development of a
broader concept, the essence of tourism was further distilled and it was more a holistic approach
because in the general theory of tourism, Walter Hunziker and Kurt Kraph considered it both a
human as well as an economic activity. In 1974, this approach was again brushed up by Burkat
and Dedlik since they viewed tourism as a composite phenomenon embracing a whole range of
different relationships between travellers and the host population.
In the face of this succulent benefits, the developed, less developed and even the developing
countries started assigning due weightage to the tourism industry in their national development
agenda. We agree with this view that with tremendous socio-economic potentials, the tourism
industry is considered to be an economic bonanza which paves avenues for the development of
a number of allied industries, such as hotel, communication, banking, transportation, trade and
commerce or so. In addition, we also consider tourism a potential source for making possible
world peace through mutual appreciation and international understanding.
In the Indian perspective, we find Seventh Five Year Plan as water-shed in the development of
tourism industry. For the first time, the vast potential of tourism as a foreign exchange earner
and generator of employment opportunities was recognized. Several policy initiatives were taken
to develop the tourism sector. In the development of tourism, the public sector has made a
significant contribution. Of late, the industry is equipped with a reasonable infrastructural base
and is poised for a self-sustained growth. The future growth of tourism is required to be activated
with the support of the private sector. The strategy for the development of tourism is required to
be designed on the basis of low-cost economy, higher level of productivity, efficiency in the use
of infrastructure and sophisticated tourist facilities. In the Ninth Five year Plan (1999-2007), the
Special Tourism Areas have been selected and in the Tenth Five year Plan (2000-2008), we look
forward to energizing the process of development but the image problem is found complicating
the task of professionals.
CONCEPT OF RELATIONSHIP MARKETING IN HOTEL INDUSTRY
The common law says that hotel is a place where all who conduct themselves properly and who
being able and ready to pay for their entertainment, accommodation and other services including
the boarding like a temporary home. It is home away from home where the entire modern
amenities and facilities are available on a payment basis. The aforesaid viewpoints regarding the
hotel clarify that hotel is a public place where all possible facilities are made available to a person
or persons who stay.
The hotel industry is a major service sector in Indian economy. The significance of hotel marketing
is manifold. A number of hotel chains have come to India, either independently or with a tie-up
with an Indian partner. The Government of India’s Tourism Department has also realised their
importance and started classifying them on the basis of the standard of their facilities. An effort is
also being made to promote India through its tourist offices all over the world. In the present part
of the study, the researcher has examined hotel marketing services as provided by various types
of hotels in India. There are some typical issues connected with hotel marketing which also find
place in the discussion.
In recent years in the hotel marketing, the focus has shifted from creating brand and store loyalties
through mass advertising and sales promotion programmes towards developing direct one-to-
one relationships. These relationship marketing programmes include frequent user incentives,
customer referral benefits, preferred customer programmes, after market support, use of
relational databases, mass customization and consumer involvement in company decisions. In
most cases, the users are also willing to accept such relationships with marketers. Evidence for
this is found in the growth of membership in airlines and hotels frequent user programmes, the
use of store membership cards, direct inquiries and registration with customer service hot lines
established by the hotels.
FUTURE OF RELATIONSHIP MARKETING IN INDIA AND ABROAD
In recent years there has been a growing interest in Asian business practices, in particular the use
of social networks in China for business purposes. Because of its relational nature, some have
identified guanxi with a traditional form of relationship marketing. We use the recent developments
in relationship marketing theory to analyse guanxi. We find that understanding and managing
guanxi is useful in the development of partnerships under the current economic situation in China,
but does not support the other two basic strategic essentials of relationship marketing: service
and process management. Additionally, we detect relevant changes in the structural conditions of
China that make guanxi necessary in the access to the Chinese market.
Relationship marketing is a new paradigm, which propounds ways to maximize an enterprise’s
returns in the newly emerging liberalized markets in India. Relationship marketing is the on-going
process of identifying and creating new value with individual customers and then sharing the
benefits of this over a lifetime of association. Relationship marketing can be distinguished from
conventional marketing as:
¾¾ Relationship marketing demands that companies sell to individuals - be it a person (in the case
of a consumer product) or a company (in the case of an industrial product).
¾¾ This philosophy requires that companies adopt a policy of bonding with their customer, so
that the relationship between them is much closer and intimate.
¾¾ Companies must adopt a philosophy of ‘mass customization’, where the product or service
being offered is uniquely tailored to the needs and wishes of that customer.
¾¾ A mass customization approach demands that a company should keep detailed information
about the needs, choices, preferences and behavior patters of customers.
Relationship marketing is carried out by communication and interaction with the customer, building
loyalty and developing long term relationships with the customers. Relationship Marketing is
not old wine in new bottle; it is a new philosophy which goes beyond customer satisfaction. The
ultimate aim of relationship marketing is to have one to one relationship with every customer and
it goes beyond customer satisfaction in a particular transaction.
The following is the list of best relationship marketing practices or we can say the ten commandments
of relationship marketing:
1. Develop a clear, holistic vision of all stakeholder relationships.
2. Understand the relative importance of their customers and allocate resources accordingly.
3. Centrally coordinate the relationship marketing strategy and customize the strategy locally.
4. Deploy relationship marketing in stages, yet possess and are guided by a comprehensive vision.
5. Employ a successful relationship marketing strategy that is tightly integrated with numerous
functional areas.
6. Initiate effective change management processes that involve all employees in an internal
partnership for relationship marketing.
7. Provide a consistent customer experience through multiple contact points.

8. Align the relationship marketing strategy with the brand.
9. Build better relationships through data-based insights.
10. Achieve relationship marketing accountability.
Services Marketing is a different ball game when you compare it with marketing objects. The
fact that the most of the services ranging from haircut to management consultancy are provided
on an ongoing process that paves way for Relationship Marketing. It is the high time for service
industry to adopt relationship marketing. Both the company and the customers are benefited
from Relationship Marketing. Technological advancement in IT field makes Relationship Marketing
affordable, feasible and powerful. In this backdrop to survive and excel in a competitive market,
companies should go far beyond the traditional marketing techniques.
Relationship marketing, world-over, has been strongly influenced by reengineering. According
to reengineering theory, organizations should be structured according to complete tasks and
processes rather than functions. That is, cross-functional teams should be responsible for a whole
process, from beginning to end, rather than having the work go from one functional department to
another. Traditional marketing is said to use the functional department approach. This can be seen
in the traditional four P’s of the marketing mix, pricing, product management, promotion, and
placement are claimed to be functional silos that must be accessed by the marketer if she is going
to perform her task. According to Gordon, the marketing mix approach is too limited to provide
a usable framework for assessing and developing customer relationships in many industries and
should be replaced by an alternative model where the focus is on customers and relationships
rather than markets and products.
The Indian business world also recognized the importance of relationship marketing in the 1970s.
The rapid radical changes happening in the field of technology create opportunities and also it
has become a real challenge to marketers to use it effectively. Many companies are investing a
huge amount in the technology tools and applications without having a pre-defined quantified
objective. Thus the ROI of these investments brings negative returns. Identifying the suitable
technology platform and solution helps companies reap the expected benefits. Top management
commitment in effective change management is top priority in implementing technology solutions
to reach customers in an organization. Keeping pace with technological changes helps marketers
identify the opportunities and the problems in the dynamic market.
Tourism has become the world’s largest employer and this sector is one of the world’s largest
economic forces with more than 200 trillion dollars yearly. The leader in the industry, USA, earned
$58.37 billion in 2004 through international tourism receipts. This sector is today the second
largest foreign exchange earner for India. Further, the domestic tourist travel for business and
leisure is also showing increasing trends. As per Department of Tourism’s statistics, the leisure
domestic travel has increased from 6.69 crore in 1998 to 18 crore in 2004 and it is continuously
showing the trends in growth.
Hotels are amongst the most visible and important aspects of a country’s infrastructure. Hotel
industry is a closely linked one to the tourism industry. A number of factors like promotion of
tourism and rapid industrial progress have given a boost to hotelier. The recent liberalization of
trade and opening up of economy will further lead to revolutionary growth in this sector.
With increasing globalisation, career opportunities in this field are not only limited within the
country but there are chains of hotels which operate internationally providing scope of a career
abroad. It is a glamorous profession which has a bright future. With the growth of hotel industry
propelled by foreign and domestic tourism and business travel, the demand for well trained quality
personnel too has grown impressively.
The diversity of experience in hotel management is greater than in any other profession. Hotel
industry involves combination of various skills like management, food and beverage service,
housekeeping, front office operation, sales and marketing, accounting. Today, the rise in corporate
activity (leading to greater number of business trips) as well as the wish to travel on holiday has
made the hotel industry a very competitive one.
FINDINGS , SUGGESTIONS AND CONCLUSIONS
One of the most important aspects of the study is to examine the relationship marketing in the
tertiary sector. The researcher has examined the relevance of fundamental concepts of relationship
marketing and their suitability with special reference to the tourism and hotel industry. The
researcher has also examined the strategic issues involved in the relationship marketing. The
study has led to interesting findings about the relationship marketing in hotel and tourism. There
are several implications of relationship marketing for the organization. Improvement and up
gradation of technology, customer satisfaction and fulfillment of customers expectations are very
important.
India, traditionally, is a long haul destination and provision of rural tourist destinations in its basket
of destinations will go a long way in showcasing and marketing India in a better perspective.
Further, tourism can also be sold as post-convention destination not only for the conventions held
in India but also for neighbouring countries.
On the basis of the research data and information and observations of the researcher, the
researcher proceeds onward to submit useful suggestions in the form of recommendations, which
if observed, would go a long way to build perfect relationship marketing of tourism and hotel
industry in general and the organizations under study. Some of the suggestions are:
i. It is suggested that hotels should invest more funds in the development of research and
advancement of Interactive technology of the key inputs in the customer relations marketing
is the use of technology or data mining and also for responding to the customer in real time.
ii. One of the key issues in organisation structuring is that of the development of inter-functional
processes which ensure that customers problems are resolved by all the departments that
have a role in it. Thus, the hotels and tourist centres management should involve all the
departmental heads and executives in the CRM process.
iii. The hotels should develop customer relationship and marketing information system to obtain
useful data and information about the needs of the customers, about the changing fashions,
about the demand of the business executives, foreign tourists and all other users of the hotels
and tourist centers.
iv. It is suggested that total quality services i.e tangible & intangible “touch –points” as discussed
by the researcher in the study should be strengthened which would be possible by adopting
bench-marking programmes. For this purpose, total employees involvement would be useful.
v. The hotels and tourist centres should develop team work for quality and quality circles. At all
the stages of purchase i.e before purchase, at purchase and after purchase during customer
attractions to customer retention cycle. There should be visionary leadership for inspiring
changes for long term customer relationship focus.
vi. Creation of quality culture, quality of work life and adoption of organizational re-engineering
programmes would also help the tourism and hotel industry in achieving the targets of total
quality management. Peoples involved in the process of service marketing should be focused
for total quality management for total customer satisfaction especially tourism and hospitality
services sector.
vii. It is further suggested that tourist centres and hotels should start quality awards to their
executives and employees who excel in providing quality services of the customers. For this,
quality audit and education and training and re-training of the employees would be added
advantage. The tourism and hotel industry should have close contacts with the universities,
colleges and institutions which are providing hotel management coursed at under-graduate
and post-graduate levels. This would also help in re-generating tourism and hotel marketing
concepts.
viii. It is further suggested that customer choices, customer expectations should be examined and
offered online to them. For this purpose, data should be collected from stake holders and long
term strategy should be developed.
ix. It is further suggested that relationship managers, whatever their titles are, should be
incharge of integrating the hotels and tourism processes, and other capabilities that create
total customer value i.e cost against benefits and the caring customer interface.
x. On the basis of research data, it is suggested that working with the relationship managers would
be capable managers incharge of planning and implementing flexible and high performance
capabilities to super-charge the customer relationship.
xi. It is again suggested that all efforts should be diverted by the tourism and hotel industry
for measuring the present demand of the customers and forecasting the future demand.
This would be possible by obtaining more and more information about the markets. Due to
increase in online air, train travel booking, customers are diversifying aggressively and are just
a touch away from the service providers.
xii. It is further suggested that cost-benefit analysis should be conducted by the tourism and hotel
industry so that exact knowledge could be obtained about the cost of relations and revenues
obtained by the adoption of relationship marketing.
xiii. The researcher would further suggest that Indian tourism and hotel industry should learn
lesson from UK and USA to maintain relationship with their customer in service sectors
through electronic relationship.
xiv. The tourism and hotel industry should publish free books and journals to give full information
about heir activities, operations, programmes and future plans and the services being provided
by them.
xv. Lastly it is suggested that tourism and hotel industry should do their best to earn customer
loyalty and customer fascination towards the hotels, tourism and their intended services.
Further research in this area should not only overcome the limitations present in this research
efforts but also widen and deepen the understanding of this topic. This research has been
conducted on a small segment and further researchers can take larger sample sizes and other
related areas of relationship marketing to enrich the present study. Some of the areas for further
research may be automation of relationship marketing, developing organisations for relationship
marketing, relationship marketing in mass markets, affinity partnering, relationship marketing in
consumer markets, relationship marketing and marketing strategy and finally the importance o f
relationship marketing in the global business.
The study has lend to interesting results. The researcher hopes that the suggestions given above,
would be found useful by the tourism and hotel industry and especially the units under this study
selected by the researcher.
There is no end of the research in this gigantic area. There is further need for more sophisticated
empirical studies. It is hoped that the future researchers would choose other dimensions for the
fresh study in the field of Relationship Marketing in travel, tourism and hospitality service sectors .
REFERENCES
[1] Alderson, 1965; Bagozzi, 1974, 1978, 1979; Kotler, 1972.
[2] Anderson, Hakansson, & Johanosn, 1994; Dwyer et al., 1987; Hakansson, 1982; Hallen, Johanson, & Seyed-
Mohamed, 1991; Jackson, 1985.
[3] Chistopher, 1994; Payne, Christoper, Clark, 7 Peck, 1994.
[4] Hunziker and Krapf, quoted from Foster Douglas, Travel & Tourism Management, Macmillan, London, 1988.
[5] Jackson, Barbara (1999). Build customer relationships that last. Harvard Business Review, 195.
[6] Buchanan, R. and Gilles, C. (1990) “Value managed relationship: The key to customer retention and
profitability”, European Management Journal, Vol. 8, no 4, 1999.
[7] J.N. Sheth, Atul Parvatiyar, Handbook of Relationship Marketing, 2004.
[8] Jha, S.M., Services Marketing, Himalaya Publishing House, Mumbai (2003).
[9] Ravi Shankar, Services Marketing – The Indian Perspective.
[10] Sheth, J.N. & Parvatiyar, Atul, Relationship Marketing, Response Books, New Delhi, 2005.
[11] S. Mahajan, Relationship Marketing (2006).
WEB REFERENCES
[1] Improving Growth and Profits through Relationship Marketing, Carlson Marketing Group and American
Productivity & Quality Centre.
[2] http://www.webindia123.com/career/options/hotels/data/career.htm
A Study on the Benefits of
Outsourcing Hotel Housekeeping
34 Department in 5 Star Hotels of Delhi
NCR
Akshita Tiwari*, Dr. Malini Singh** & Ashish Dahiya***
ABSTRACT
Outsourcing is becoming a crucial part of most businesses and the Hotel Industry is no different.
In the modern era of quick service, it seems necessary to lift the burden of excessive workload off
the shoulders of the whole department and to divide the work between the outsourced personnel
and the internal employees of the housekeeping department. Hotels are increasingly opting for
contract services and outsourcing of the housekeeping services to cater to their needs. The current
study aims to find out benefits of outsourcing hotel housekeeping services in star category hotels
of Delhi NCR. It will analyse the pros related to outsourcing of housekeeping department. The
sample consisted of 64 hotel housekeeping personnel (Managerial and Non managerial staff) Data
was collected using structured questionnaire each for managerial and non-managerial staff. The
result of study shows that cost reduction and increased efficiency are some of the benefits of
outsourcing among housekeeping department of star category hotels in the study area.
Keywords : Outsourcing, Contract Services, Housekeeping Department
INTRODUCTION
The housekeeping operations is seeing a shift in its way of doing the daily tasks. Now the
housekeeping all over the world is seeing a tilt towards outsourcing of the services that were once
done by the regular housekeeping employees. Outsourcing simply means the process of procuring
services, labor and equipment from the outside sources. In the modern era of quick service, it is
necessary to decrease the load of the whole department from the shoulders of the housekeepers
and divide the whole department’s functions and tasks in between the outsourced personnel and
the internal employees of the housekeeping department.
Hotels are increasingly opting for contract services & outsourcing to sustain cost effective
housekeeping operations and to ensure that the resources & assets of the hotel are utilized to
the maximum. A study of Business & Government agencies conducted by Knight frank property
* Research Scholar, Amity School of Hospitality, Amity University, U. P.

* Associate Professor, Amity School of Hospitality, Amity University, U. P.
*** Professor, Institute of Hotel & Tourism Management, M.D University Rohtak, Haryana.
management services in the USA in the year 2000 found that 44% of the executive housekeepers
surveyed outsourced more than they used to five years before the survey. Major hotels & corporate
companies of India are relying more & more on outsourced professional housekeeping service
providers to cater to their needs.
Today not all tasks are expected to be done by the limited number of staff of an organization.
Hence to manage the operations judiciously and to decrease cost, many organizations are looking
towards outsourcing as an option. Outsourced services, staff and equipment save time, money
and resources of the organization. Hotels are also finding this option of outsourcing a feasible
one. Hotel departments like housekeeping which include heavy duty tasks like laundry, public
area cleaning, deep cleaning services, horticulture etc. they are opting for services from outside
the hotel to ease down the burden which was upon the housekeeper and the housekeeping staff.
Present era focusing on outsourcing in hotel housekeeping and it helps in reducing manpower
related issues like filling the gap due to attrition of manpower, unavailability of suitable personnel,
trained manpower to fill the need and unionization. ( M.Karthik , 2015)
(Honey Tyagi,2015) also noted that, Hotels are increasingly opting for outsourcing and contract
services to sustain cost effective housekeeping operations and to ensure that the resources and
assets of the property are utilized to the maximum. Major hotels and corporate companies are
depending mostly on outsourced professional housekeeping service providers to cater to their
needs. Rapid changes in the business environment require senior management to adopt strategies
that focus on both current success and to invest in those activities that will promote a competitive
advantage for future success. Many managers view outsourcing as the only way to keep a business
competitive into the twenty-first century. Hotels in India are increasingly looking at outsourcing
as a means of curtailing operational costs, increasing efficiency and saving space. Outsourcing has
grown from being limited to laundry operations to areas such as housekeeping, horticulture, F&B,
security, spa and IT.
Commons (1931), Coase (1937) and Williamson (1975) noted that Outsourcing is a widely
excepted business tool for achieving business goals. “It is commonly being preferred to use
as when in house activities are higher than buying products or services from the market”.
Kliem, (1999); Quinn (1999) listed some conditions Outsourcing not only serves the advantage to
the existing staff to concentrate on core organizational activities but also focuses on achieving key
considered objectives, followed by lowering costs or stabilizing overheads costs, and ultimately
gaining cost advantage over the competition, providing flexibility with respect to changing market,
and most importantly reducing investment in high technology.
Teece, (1992) mentioned that the increasing importance of this field of research has led to the
need of more studies to deeply analyse its causes and consequences. Outsourcing is a kind of
organizational relationship with very specific terms and relationships regarding a lapse of time
for which determined activities directly related to core competences of one firm are transferred
to another specialized firm. It refers to the type of agreements where two or more businesses
participate in trying to achieve the same objective by sharing resources and activities.
Espino-Rodriguez and Gil-Padilla, (2005)stated Ten advantages of hotel outsourcing were
identified from a review of theoretical and empirical literature on the main strategic advantages
of outsourcing
A Study on the Benefits of Outsourcing Hotel Housekeeping Department in 5 Star Hotels of Delhi NCR 247
OUTSOURCING ALLOWS HOTELS TO:

¾¾ Acquire capabilities and skills that are difficult to provide with internal resources.
¾¾ Increase flexibility in performing hotel operations
¾¾ Focus on the hotel’s core activities
¾¾ Reduce investment
¾¾ Complement hotel resources and capabilities
¾¾ Access more qualified and experienced personnel;
¾¾ Acquire the service more cheaply than if it were performed by the hotel
¾¾ Receive good service from suppliers;
¾¾ Facilitate the performance of in-house hotel operations
¾¾ Reduce hotel costs
OBJECTIVES OF THE STUDY
1. To study the various outsourced services in Housekeeping department.
2. To ascertain the reasons for outsourcing Housekeeping Services.
3. To the impact of outsourcing Housekeeping services on operations.
¾¾ Research Design: The study has adopted descriptive design of research to study the Outsourcing
of services in the Hotel Housekeeping departments of various star category Hotels of Delhi
NCR.
¾¾ Area of Study: The population of the study consists of Housekeeping working professionals in
the star category Hotels of Delhi NCR.
¾¾ Sample design: The method selected for selecting the sample size is convenience sampling.
Two structured questionnaire were developed (Managerial staff and Non managerial staff) to
analyze the impact of Outsourcing of services in the housekeeping department.
¾¾ Analysis: The statistical tool like graphical representation is used on the primary data collected
for analysis.
FINDINGS
Table 1 Number of Rooms in Hotels ( Managerial Staff)
Number of Rooms Frequency Percentage
Less Than 50 4 9.5 %
50 To 100 7 16.7%
100 To 200 16 38.1%
200 To 300 6 14.3%
300 And Above 9 21.4%
Fig. 1
¾¾ The respondents ( managerial staff) were asked about the number of rooms in the hotel where
they work, 9.5% work in hotels having less than 50 rooms, 16.7% in 50 to 100 rooms hotel,
38.1% respondents work in hotels having 100 to 200 rooms , 14.3% in 200 to 300 rooms hotel
and 21.4% in hotels having 300 and above rooms.
¾¾ Majority of respondents are working in hotels having 100 to 200 rooms (38.1%)
Table 2 Extent of Outsourcing in Hotel
EXTENT OF OUTSOURCING FREQUENCY PERCENTAGE
ALL HOUSEKEEPING FUNCTIONS ARE OUTSOURCED 2 4.8%
SOME HOUSEKEEPING FUNCTIONS ARE OUTSOURCED 36 85.7%
NO HOUSEKEEPING FUNCTIONS ARE OUTSOURCED 4 9.5%
Fig. 2
¾¾ The question was put up regarding the extent of outsourcing being practiced regarding
Housekeeping services in the hotels. 85.7 % hotels are outsourcing some of their housekeeping
services. 9.5% hotels have no housekeeping functions outsourced and only 4.8% hotels have
all housekeeping functions outsourced.
¾¾ 36 hotels are outsourcing some housekeeping services, 4 are not practising outsourcing and 2
are outsourcing all housekeeping services.
Fig. 3
¾¾ Respondents were questioned regarding the various housekeeping functions that are
outsourced. The results from the survey infer that Pest control is the highest outsourced
housekeeping function and Housekeeping stores, Lost and found as well as Laundry are least
likely to be outsourced in the study area.
Fig. 4
¾¾ The survey listed down some statements which might be the reason behind outsourcing of
housekeeping services. The respondents were asked to tick the statement from the Likert
scale according to their hotel’s case.
¾¾ The top reasons came out to be that Outsourcing saves money, outsourcing makes up for the
staff shortage in the department and it leads to reduced labour cost.
Fig. 5
¾¾ The respondents were questioned about the impact that their respective hotels have
gained from the outsourcing of housekeeping services. The majority of respondents feel that
Outsourcing allows increase in efficiency of the housekeeping department.
¾¾ Majority Respondents disagree with the statement that Outsourcing helps housekeeping
department to have good reputation among employees.
Fig. 6
Table 3 Number of Rooms in Hotel ( Non Managerial Staff)

NUMBER OF ROOMS IN HOTEL FREQUENCY PERCENTAGE
LESS THAN 50 4 19%
100 TO 200 8 38.1%
200 TO 300 7 33.3%
300 AND ABOVE 2 9.5%
¾¾ The respondents (non – managerial staff) were asked about number of rooms in hotel they are
working in, Majority of respondents are from 100 to 200 rooms hotel.
¾¾ The least majority of respondents are from 300 and above rooms hotel.
Fig. 7
¾¾ The impact of outsourcing on increasing the morale of employees was also asked, respondents
feel that the maximum increase occurs by outsourcing Public Area cleaning and Horticulture.
¾¾ The least impact on employee morale comes from outsourcing Lost and found department
Fig. 8
¾¾ The respondents were asked regarding the Positive impact on cost saving of outsourcing of
housekeeping services, majority of respondents feel that outsourcing improves cost saving if
practiced in Horticulture and Linen.
¾¾ Outsourcing of Lost and found function of housekeeping is considered to have the least impact
on cost saving by the respondents.
Fig. 9
¾¾ Respondents were asked whether outsourcing improves hotel productivity, to which the
sample population majorly responded with a neutral response to the housekeeping functions
mentioned in the questionnaire.
¾¾ The study population disagrees that outsourcing of Guest room and floor area cleaning will
improve the hotel productivity. Majority agrees that outsourced public area cleaning improves
the hotel productivity.
CONCLUSION
¾¾ The current study was limited to the study area of Delhi NCR , the respondents were majorly
from 100 to 200 rooms properties. The survey found that hotels are outsourcing some of their
housekeeping functions and only 4.8% of the hotels are outsourcing the whole housekeeping
department.
¾¾ Public area cleaning , pest control and horticulture are the main three housekeeping functions
that are being outsourced the most by the hotels.
¾¾ According to the study, Outsourcing benefits the housekeeping department in terms of Cost
saving, increasing productivity, helps in streamlining housekeeping operations as well as it
boosts overall hotel’s efficiency.
¾¾ To conclude, Hotels are becoming aware that it is important to outsource some housekeeping
functions so that the workload and the productivity of employees is maintained.
¾¾ Outsourcing of housekeeping services like Horticulture, Public area cleaning and Pest control
is letting the hotels focus more on the areas which require higher expertise like guest rooms
and floor area cleaning.
¾¾ Outsourcing is beneficial to the housekeeping department as it is cost efficient, it makes up for
the staff shortage in the department and it is helpful in boosting employee morale.
RECOMMENDATIONS
¾¾ The present study was conducted for housekeeping department. However, other departments
like Food and beverage service may also be examined in future research work.
¾¾ The current study was based on the hotels of Delhi NCR. Future research may be done on
other parts of India.
¾¾ The benefits of outsourcing were highlighted in the study, further studies may be conducted
on the challenges regarding outsourcing.
¾¾ Outsourcing has two main actors. One is the buyer and other is the supplier, very little research
is been conducted on the vendor perspective. There is high need of studying the vendor client
relationship in context of Hotel outsourcing in Indian scenario.
REFERENCES
[1] Coase, R.H. (1937), “The nature of the firm”, Economica, Vol. 4, pp. 386-405.
[2] Commons, J.R. (1931), “Institutional economics”, American Economic Review, No. 21, pp. 648-57.
[3] Espino-Rodríguez, Tomás &Padrón-Robaina, Víctor. (2005). A resource-based view of outsourcing and
its implications for organizational performance in the hotel sector. Tourism Management. 6. 707-721.
10.1016/j.tourman.2004.03.013.
[4] Karthik, M. (2015). A New Trend in Hotel Housekeeping Practices and Challenges. International Journal of
Innovative Research in Science, Engineering and Technology, 4(6), 4169-4173
[5] Kliem, R.L. (1999), “Managing the risks of outsourcing agreements”, Information Systems Management,
Summer, pp. 91-3.
[6] Quinn, J.B. (1999), “Strategic outsourcing: leveraging knowledge capabilities”, Sloan Management Review,
Vol. 40 No.4, pp.9-22.
[7] Teece, D.J. (1992) Competition, Cooperation, and Innovation: Organizational Arrangements for Regimes of
Rapid Technological Progress. Journal of Economic Behavior& Organization, 18, 1-25.
[8] Tyagi, H., &Zagade, S. (2015). Outsourcing: A study on Benefits to Housekeeping Department in Hotel
[9] Williamson, O.E. (1975), Markets and Hierarchies, Analyses and Antitrust Implications, The Free Press, New
York, NY.
The Approach of Residents’ of
35 Jamshedpur Towards Eco-Tourism in
Dalma Wildlife Sanctuary
Shweta Kapure* & Dr. Malini Singh*
ABSTRACT
The main purpose of this paper is to examine the perception or view of the residents of the
Jamshedpur, towards the eco-tourism in Dalma Wildlife Sanctuary. The main focus area of this
study is Dalma Wildlife Sanctuary and Jamshedpur. The chosen methods included a questionnaire.
The total respondent was 300 residents of Jamshedpur. An Exploratory factor analysis was
employed to access the factor structure of the variables that describe the resident’s perception
of eco-tourism in the respective sanctuary. A descriptive statistical analysis was used to identify
the profile of residents. The study finds the level of awareness and knowledge of ecotourism
among the residents of Jamshedpur and also the interest level to participate in ecotourism trips or
programs. This study is limited to residents of the Jamshedpur only, findings cannot be generalized
to other sanctuary and city of Jharkhand or other states’ city andsanctuary. This research paper
will be beneficial for spreading the awareness and knowledge of eco-tourism among the residents
of Jamshedpur towards Eco-tourism in Dalma Wildlife Sanctuary and also encourage them to
participate in eco-tourism trip or program. This study adds value to extend tourism literature by
investigating residents’ perception of the influence of Eco-tourism is one of the oldest sanctuaries
of Jharkhand state which aspires to be one of the fastest-growing eco-tourism destinations in India.
Keywords: Eco-Tourism, Awareness, Residents, Perception, Hurdles.
INTRODUCTION
Ecotourism is normally put ahead as a potential way out for local community development and
biodiversity preservation in developing countries like India. Ecotourism development in remote,
rural areas in Dalma Wildlife Sanctuary has become synonymous with the local community’s
socio-economic development. Ecotourism is defined by diverse groups of citizens in several ways
with different agendas. In general words, eco-tourism can be described as explanatory tourism,
where the environment and cultures going to seek protection, understanding, and praise are
required. This kind of tourism mainly focuses on the natural and cultural heritage which includes
* Research Scholar, School of Hospitality, Amity University, Noida.

** Associate Professor, School of Hospitality, Amity University, Noida.
The Approach of Residents’ of Jamshedpur Towards Eco-Tourism in Dalma Wildlife Sanctuary 255
different kinds of tourism forms like nature walk tourism, wildlife tourism, low impact tourism,
and sustainable tourism. (yacob, radam, & samdin, 2011). Understanding the knowledge of the
local community about the ecotourism in their locality, its viewpoint, and awareness about its
benefits on their wellbeing, helps policymakers develop and implement long-term strategies for
sustaining it. Eco-Tourism got established for the amalgamation of environmental protection and
development. The concept of environmental protection is by recognizing the rights and impact
of people in biological areas, paying more attention to human and biological priorities. The vision
of development was linked to the environment to generate economic profitability throughout
business and employment opportunities. (yacob, radam, & samdin, 2011). “Jharkhand has
emerged as a more preferred destination in India for foreign tourists as the state registered over
360% growth in terms of visitors from abroad between 2010 and 2011”. (Mishra & Rout, 2012-13).
Jharkhand is a fascinating state and blessed with luxuriant forest, captivating wildlife, enthralling
waterfalls, exquisite handicrafts, immense bio-diversity, moderate climate rich cultural and
historical heritage, and enchanting classical and folk dances and music. (Mishra & Rout, 2012-13)
Environmental issues began to pre-benefit from the late 1960s. With the rapid growth in tourism
experienced in the second half of the last century, concerns about the physical environment of
tourist destinations increased. After this realization, the concept of sustainable development
became the center of scholarly debates. When the stakeholders came to know about the
shortcomings of mass tourism, they looked for alternative tourism planning, management, and
development opportunities. As a result, the idea of sustainable development emerged as an
alternative to the traditional neoclassical model of economic development. In this period, the
fact that tourism development drives changes that can be negative has begun to receive due
recognition. The term sustainable tourism received widespread recognition by governments,
NGOs, the private sector, and academics at the end of the twentieth century. As the concept
of sustainable tourism has developed, it has been compared in various ways with ecotourism,
alternative tourism, appropriate tourism, nature tourism, rural tourism, etc.(Weaver, 1999). Of
these, ecotourism is the most accepted term, as it is believed to echo our concern for ecological
balance, which is due to the wholesale use of fossil fuels developed in developing countries as well
as global warming to pollute our environment.
Lack of awareness of the community and a positive attitude towards the environment is largely
responsible for the deterioration of the environment through tourism - the most popular type of
tourism. In India, protectionism is not a commonly accepted idea or fact, although it has deepened
in most developed countries for more than two decades. In addition to not having sufficient
awareness and knowledge, (Weaver D. B., 2001)also argues that the pathology of ecotourism
is commonplace and argues that it is due to a lack of people familiar with the ecotourism norm.
Furthermore, (Ap, 2000)states that most people, despite being in the tourism industry, do not
understand what sustainability and eco-tourism mean and, as a result, misuse of the concept is
common.
LITERATURE SURVEY
Ecotourism has been considered a form of tourism that is expected to promote the protection and
socio-economic welfare of developing economies. It is very important to have responsible tourists
with high pro-environmental orientation and significant minimal knowledge of eco-tourism for
sustainable development of tourism in natural or undisturbed areas. Most of the ecotourism
destinations in India are ecologically sensitive places with abundant environmental resources.
Thus, understanding the environmental orientation of tourists is important for destination

management. This study explores general attitudes or viewpointsabout the level of interest
in eco-tourism holidays and the obstacles involved in undertaking this type of tourism activity
among residents. Ecotourism is significant too which offers a way to educate the public to protect
and preserve the environment through travel and help to create and maintain a sustainable
environment for both residents and tourists and future use also. Nevertheless, lack of ecological
awareness and lack of public awareness and negative attitude towards the environment is likely
to lead to misrepresentation and misuse of the concept, and environmental scarcity, especially
with large scale tourism.(Dey & Basu, 2013). Ecotourism isan important tool for the conservational
point of view for natural and cultural heritage. The researcher also telling that eco-tourism is a
responsible form of tourism and a way of tourism development and consecrated for preserving
and sustaining the diversity of the world’s natural and cultural environments for future generation
and which helps to encourage the community going back to the natural products in every aspect of
life.(Jhariya, 2012).The researcher (Baral, Stern, & Hammett, 2012)have conducted their research
in the Annapurna conservation area for evaluating the ecotourism from the visitor’s point of
view and also developing the scale for evaluating them. For this article, the researcher has taken
the sample of 315 international visitors to the Annapurna Conservation Area (ACA), Nepal was
surveyed in April and May of 2006 to assess how they gathered information, evaluated by using
some scale-like visitor’s age, the use of guides, ecotourism and rated their levels of satisfaction
from their ecotourism experience.(Foster, 1967)state that a deeper understanding of man’s
eco-participation can be gained by looking at the various psychological processes through which
a person becomes aware of the environment in which he lives, and how these the nature of the
resulting behavior affects the processes. Definitions of ecotourism are many and varied, although
they abound in the basic philosophy of the concept. Most definitions depend on at least three of its
principal components: nature-based, learning-focused, and conservation-oriented(Orams, 2001).
The extent to which these components are emphasized in eco-tourism based research depends
more than the generally accepted definition on the purpose of the study. However, a thorough
analysis of the literature suggests that many definitions tend to fall between two boundaries: one
where the contribution of eco-tourism to the natural environment portrays humans as part of
nature, and another where the negative effects of ecotourism represent the separation of humans
(Orams, 2001). Studies of ecotourism have generally classified them based on the destinations
they visit, the behavior in which they travel, or, in very limited cases, the self-classification of
travelers (Ballantine & Eagles, 1994)(Saleh & Karwacki, 1996)(Wight, 1996).
Characteristics of Eco-tourist (Figure 1)
Source: Author
In the process of identifying and profiling eco-tourists (Figure 1), it cannot be taken as a priority
that their activities and destinations also portray their travel expectations and experiences. It can
be assumed that eco-tourists have certain characteristics like Attitudes, Ethics, Respects, Thrill,
Loyalty to Nature, Necessity, Fantasy, and Passion that may incline them to travel to sites of
ecotourism and engage in ecological activities. Consequently, these characteristics may be largely
responsible for shaping the nature-related interests of travelers.
This paper aims to examine the residents’ awareness about the concept of ecotourism and the
Dalma wildlife sanctuary and their interest level for taking eco-tourism trips, and also to understand
the hurdles or problems residents’ are facing for taking an ecotourism trip. The research was
conducted in the context of rising the need of the tourist population for eco-tourism and leisure
activities and the recent development of new tourist sites in the sanctuary. This paper consists of
six sections. In the first section, the introduction and the literature review is mention, regarding
tourist or residents’ perceptions towards ecotourism concepts. The second section is Material
and methods which have sub-sections like study area, sampling which describes the research
area and the methods used for the data analysis. The third section is the results and findings of
the study which explain the profile of the respondent and the residents’ awareness and hurdles
towards eco-tourism in Dalma Wildlife Sanctuary. The fourth section, dedicated to theconclusion
and managerial implication of the research paper. The fifth section of this research paper includes
limitations and future research direction. The last sixth section includes the reference part.
MATERIALS AND METHODS
The study was conducted in one of the oldest cities of the Jharkhand that is Jamshedpur which
is situated between the two rivers that are Subarnarekha and KharkaiRiver. This city is known for
its huge lined up trees in Jubilee Park, where the Tata Steel zoological park has animal species
like Tiger and leopard and to the east the hilltop Bhuvaneshwari Temple and the Dalma Wildlife
Sanctuary where elephant and other animals roam through the forest. The selection of this
research area is based on the distance from the Dalma Wildlife Sanctuary that is only 10km. In the
last few years, an increase in eco-tourism activities, tourist inflow, and revenue generation was
notice especially due to the regions’ high potential of flora and fauna. So the researcher wants to
know the perceptions and the awareness of residents of Jamshedpur about the Dalma Wildlife
Sanctuary towards eco-tourism development in Dalma Wildlife Sanctuary.
The quantitative survey based on a questionnaire was used to examine the residents’ attitudes
and perceptions about eco-tourism in Dalma Wildlife Sanctuary. The fieldwork was carried out
between January to March 2019, based on the non-probability sampling method of 300 residents.
The survey was conducted in Jamshedpur city and Dalma Wildlife Sanctuary. A pilot study was
conducted on a sample of 30 respondents to evaluate the feasibility of the research instrument.
Based on the result of the pilot study the evaluation scale was reduced from 7 points to 5 points
that are 1= Strongly Agree, 2= Agree, 3= Neutral, 4= Disagree, and 5= Strongly Disagree. The final
questionnaire comprised three main sections and was analyzed and presented in the current
paper. In the first section, the socio-demographic profile was collected, in the second section the
awareness and interest level of the residents towards eco-tourism in Dalma Wildlife Sanctuary, and
the last section having 12 variables to gather responses from residents’ regarding hurdles they are
facing for taking eco-tourism holiday to this respective sanctuary. Exploratory factor analysis was
employed to access the factor structure of the variables that describe the residents’ awareness
and hurdles about eco-tourism in Dalma Wildlife Sanctuary. The 22 variables were factor-analyzed
using principal component analysis with the Varimax rotation method to establish the underlying
constructs and Kaiser-Meyer-Olkinmeasure of sampling adequacy and Bartletts’ test of Sphericity
were examined to determine the fitness of the data.
THE OBJECTIVE OF THE STUDY
1. To access the awareness of residents towards eco-tourism and identify the hurdles faced by
the residents in taking an eco-tourism holiday to Dalma Wildlife Sanctuary and their level of
interest in it.
Conceptual Frame Work (Figure 2)
Source: Author
Awareness, Interest level, and the Hurdles (Figure 2) which may affect either directly or indirectly
the perception or attitudes of the touristfor taking ecotourism-trip to natural areas or undisturbed
areas like Dalma Wildlife Sanctuary.
RESULTS
The Demographic Profile of Respondent (Table No. 1)
Variable Percentage
Age
18-30 34%
31-43 22.7%
44-56 21.3%
57-69 13.7%
70 and above 8.3%
Gender
Male 37.7%
Female 62.3%
Education Qualification
Secondary 18.7%
Higher Secondary 21.3%
Graduate 41.0%
Post Graduated 19.0%

Occupation
Service 19.7%
Business 12.7%
Student 14.7%
Homemaker 31.0%
Retired 22.0%
Marital Status
Single 16%
Married 56.3%
Widowed 27.7%
Annual Income In Lakh
Below 04 0.7%
04-08 4.0%
09-12 37.3%
Above 12 3.0%
Not Applicable 55%
Demographic information about the respondents is provided in Table 1. About more than half of
the respondents (62.3%) were females and about 56.3% of respondents were married and 16%
were single and 27.7% were widowed. About 37.3% had an annual household income is 9 lakh to 12
lakh. The majority of the respondents (41.0%) reported that they are graduated in different fields
and 19% of respondents havea post-graduate degree. Concerning the age of the respondents,
about 22.7% were between 31 to 43, and 21.3% indicated they were older comes under 44 to 56
age group. About 31.0% of respondents were homemaker means female respondents and 19.7%
were doing government or private services, and 22.0% of respondents were retired from their
services. For this survey, 14.7% of respondents were a student.
Local Residents’ interest level to visit Dalma Wildlife Sanctuary. (Table No. 2)
Variables Respond in %
Yes- visit Shortly 22.3
Yes- later 20.7
Not really 3.0
Cannot say 53.0
Never 1.0
The interest level of residents of Jamshedpur is provided in Table No. 2. About more than half of
the respondents (53.0%) said they cannot confirm their visit to Dalma Wildlife Sanctuary maybe
because of some kind of hurdles like lack of time, safety security, amenities inside the sanctuary
but if the researcher can take their response positively then not all of them but at least half
of them can visit this Dalma Wildlife sanctuary. About 22.3% of the respondents will visit this
sanctuary shortly means incoming holidays. And 20.7% of the respondent will visit this Dalma
Wildlife sanctuary later. Only 4% of the respondents have a negative attitude towards visiting this
sanctuary.
Descriptive Statistics (Table No. 3)
Mean SD
Aware of the concepts of eco-tourism 2.89 1.542
Aware about Dalma wildlife sanctuary 3.06 1.308
Govt. Implementing eco-tourism projects in Dalma wildlife sanctuary 2.44 1.577
Nature walk 2.75 1.179
Interaction with the local community 2.62 1.568
Prospects to watch wildlife 3.57 1.106
Visiting cultural monuments 3.10 1.149
Scenic spots for photography 3.30 1.061
Experiencing cultural activities 2.73 1.201
Bird watching 2.68 1.583
Lack of information 2.65 1.461
Tour cost 2.77 1.463
Safety and security 2.87 1.055
No companions interested 2.82 1.154
Lack of time 2.44 1.385
Connectivity to sanctuary 3.29 1.368
Guide services 2.59 1.108
Safari routes 3.29 1.361
Information sign board 2.97 1.236
Amenities 2.69 1.426
The behavior of the local community 2.76 1.647
Accommodation inside the sanctuary 2.94 1.633
The mean and standard deviation of the 24 variables of attitude scale are presented in Table
No. 4. Respondents were most likely to agree that (a) govt. taking initiatives to create awareness
among residents regarding eco-tourism, (b) Prospects to watch wildlife, (c) awareness about the
Dalma wildlife sanctuary, (d) visiting cultural monuments, (e) scenic spots for photography, (f)
connectivity to the sanctuary and (g) safari routes. Meanwhile, they were inclined to disagree
with the following statements like awareness about that govt. implementing eco-tourism projects
in Dalma Wildlife Sanctuary, and they are facing hurdles in taking an eco-tourism trip like lack
of time, guide services in Dalma wildlife sanctuary, and the amenities inside the Dalma Wildlife
Sanctuary.
FACTOR ANALYSIS
Kaiser- Meyer- Olkin Measures of Sampling Adequacy (MSA) for individual variance was studied
in Table No. 3. It found a sufficient correlation between all the variables. To test the sampling
adequacy, Kaiser- Meyer- Olkin, MSA was calculated which is found to be 0.790 and it is indicating
that the sample is good enough for sampling (Tabachnick & Fidell, 2007). Since the KMO sampling
adequacy of this research data is high at 0.751 and the significance of Bartlett’s Test of Sphericity
is appropriate, thus the test results provide sufficient evidence to support the appropriate use of
exploratory factor analysis on the scale items.
After the standards indicate that data is suitable for factor analysis was employed for extracting
the data, which lets determining the factor underlying the relationship between numbers of
variables. To extract factors from the data, components that have an eigenvalue of 1 or more
have to be identified from the total variance explained extracted using Principle Component
Analysis (Pallant, 2007). This determines the number of factors extracted from the data (Kaise,
1960).The scree plot is an alternative method of identifying the number of factors to extract via
factor analysis (Cattell, 2010) as it displays the sharpest drop in the eigenvalues of the factors,
which highlights that further factors would not explain asignificant amount of the variance of scale
items. Loading on factors can be positive or negative. A negative loading of the factors indicating
that the variable has an inverse relationship with the rest of the factors. The higher loading of the
factors indicates that they are more important factors. (Comrey, 1973) Suggested thatany factors
having loading above 0.55 could be considered salient, with increased loading becoming more
vital in determining the factor. All the loadings in this research are positive.There are only three
factors, each having eigenvalue exceeding 1 for the perception and attitudes of the residents of
Jamshedpur towards eco-tourism in Dalma Wildlife Sanctuary.
INTERPRETATION AND FACTORS

Each factor needs to be assigned a name or label to characterized it and aid its implementation
(Tabachnick & Fidell, 2007). Each of the factors that have been extracted via principal component
analysis in the Exploratory Factor Analysis process of this research data is displayed. The names
allocated to each factor are a result of the interpretation of its factor scale items and are discussed
as follows:-
FACTOR1: INFORMATION AND AWARENESS.
The first factor with the Total Variance Explained value,72.956 has been interpreted as tourist
information due to its inclusion of scale items identified and adopted from academic literature
surrounding the perception and attitude of the residents towards eco-tourism in Dalma Wildlife
Sanctuary relating to Information and awareness.Connectivity to Sanctuary, aware about Dalma
Wildlife Sanctuary, Safari Routes, Scenic Spots for photography, natures walk, Experiencing local
cultural activity, accommodation inside the sanctuary, aware about the concepts of eco-tourism,
lack of information, prospects to watch wildlife, all the items were clubbed to form a statement
Information and awareness.
Table No. 4
Factor No. 1: Tourist Information and Awareness % of Variance Explained
Extraction sums of Reliability
Items Factor Loadings
squared loadings Alpha
Connectivity to the sanctuary. .880
Aware about Dalma Wildlife Sanctuary. .860
Safari routes. .844
Scenic spots for photography. .829
Natures walk. .782
72.956 7.33
Experiencing local cultural activity. .731
Accommodation inside the sanctuary. .718
Aware of the concepts of eco-tourism. .718
Lack of information. .712
Prospects to watch wildlife. .612
FACTOR 2: ATTRACTION AND SERVICES.

The first factor with the Total Variance Explained value, 7.044 has been interpreted as
tourist information due to its inclusion of scale items identified and adopted from academic
literature surrounding the perception and attitude of the residents towards eco-tourism in
Dalma Wildlife Sanctuary relating to Attraction and Services.Amenities, tour cost, bird
watching, interaction with the local community, behavior of the local community, safety
and security, government implementing eco-tourism projects in Dalma wildlife sanctuary,
visiting cultural and historical monuments, guide services, information signboardall the
items were clubbed to form a statement Attraction and services.
Table No. 5
Factor No. 2: Tourist Attraction and Services % of Variance Explained
Factor Extraction sums of Reliability
Items
Loadings squared loadings Alpha
Amenities. .898
Tour cost. .840
Bird Watching. .766
Interaction with the local community. .763
The behavior of the local Community. .754
Safety and security. .696 7.044 7.65
Government implementing eco-tourism projects
.679
in Dalma Wildlife Sanctuary.
Visiting cultural, historical monuments. .668
Guide service. .644
Information signboard. .631
FACTOR3: HURDLES FOR LOCAL RESIDENTS.

The first factor with the Total Variance Explained value, 4.865 has been interpreted as tourist
information due to its inclusion of scale items identified and adopted from academic literature
surrounding the perception and attitude of the residents towards eco-tourism in Dalma Wildlife
Sanctuary relating to Hurdles for Local Residents. Lack of time and no companion all the items
were joined to form a statement Hurdles for Local Residents.
Table No. 6
Factor No. 2: Tourist Attraction Hurdles for Local Residents. % of Variance Explained
Factor Extraction sums of Reliability

Items
Loadings squared loadings Alpha
Lack of time. .914

4.865 7.78
No companion. .706
FINDINGS
Knowledge and Awareness
¾¾ Almost 42.4% of the respondents had an excellent concept of Eco-tourism. And 33.7% of the
respondent having a little awareness about the concept of Eco-tourism. Only 24% of the total
respondents were not at all aware of the concept of eco-tourism.
¾¾ Although all the respondents were asked that governments are taking initiative to create
awareness about eco-tourism, almost 33% gave a neutral response while only 21% of the
respondent gives a positive response and 45.7% of the respondents declined to agree with
this statement.
¾¾ Respondent was asked about the awareness of Dalma Wildlife Sanctuary, almost 75% of them
having good awareness about that sanctuary, and only 23% of the respondents were not at all
aware of the Dalma wildlife sanctuary.
¾¾ Governments are implementing eco-tourism projects in Dalma Wildlife Sanctuary, respondents
were asked about the above awareness of these projects then only 42.4% respondents were
extremely aware, while more than half of the respondents (52%) they were not at all aware
about the eco-tourism projects in Dalma Wildlife Sanctuary.
Interest in Eco-tourism and Hurdles facing by the tourist
¾¾ Although, more than one third 43% indicate that they were interested and more than half of
the respondents 53% gave the neutral response means they cannot confirm.
¾¾ For respondents who were interested in participating in an eco-tourism trip to Dalma Wildlife
Sanctuary, the reasons behind were the possibility to get closer to natural and undisturbed
areas, the ability to understand the natural environment.
¾¾ The most frequent hurdles the respondents have mentioned were: lack of information, safety,
and security, lack of time, no companion interested to visit the Dalma wildlife sanctuary, guide
services, information signboard, and accommodation inside the sanctuary.
CONCLUSION AND MANAGERIAL IMPLICATION

The residents of Jamshedpur city having average knowledge and awareness regarding the concepts
of eco-tourism. One-third of the respondent was having little awareness about eco-tourism with
limited knowledge. Most respondents also demonstrated some indifference toward ecotourism.
Most were neither interested nor not interested in knowing more about it, and little less than half
of the respondents were likely to take an eco-tourism trip to Dalma Wildlife sanctuary. However,
the potential demand for ecotourism may exist with most respondents signifyingthat they have
not participated in any kind of ecotourism activities before. Also, it was thought that respondents
who hada higherlevel of education would have better knowledge and awareness of ecotourism
and their concepts. Further education on ecotourism for the residents of Jamshedpur city and
within the industry is needed. Both awareness of ecotourism and interest were found to influence
the possibility of respondents for participating in an eco-tourism tour. In conclusion, residents’
awareness and knowledge of ecotourism are limited and this lack of knowledge will hamper efforts
to promote eco-tourism within their area or community. Until or unless an appropriate education
is not provided, the community will not obtain a proper understanding of ecotourism and this will
lead to misconceptions about this form of tourism is likely to continue. Similar results will likely be
found elsewhere in other cities of India as well and it would be interesting to extend this study to
compare community perceptions towards ecotourism with other communities.The study has its
limitations. First, the study is limited to only one city which is Jamshedpur in the entire Jharkhand
state which is located in the eastern part of the country. Again, although a random sample has
been used, the sample size was small and there is a bias in the profile of respondents with female
respondents (62.3%) and age groups representing 18–30 years (34%). The latter bias was mostly
the female respondents was a homemaker (31%), retired officers (22%), and college and university
students (14.7%) were selected for the sample. The justification for using the student sample
was that within the community, they would expect greater awareness of environmental issues
and Dalma Wildlife Sanctuary through their education and would represent the next generation
of happy travelers of the future. Thus, the findings of this research may not be representative
of the general population and need to be interpreted with caution. Despite the limitations, this
study provides some useful insights on some community opinions towards ecology. Although the
researcher has tried the best level to fulfill the stated objectives of the present research, much
more can still be done. The researcher has taken only one area which is the city of Jamshedpur, it
can be taken to more cities for further study, and based on that comparative study can be done.
The research involves only the visitor’s point of view and awareness, local awareness and their
perception can also be taken for further study.
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Prospects of Entrepreneurial Opportunities
Post Pandemic: An Exploratory Research on
36 Growth of Housekeeping Department to
Housekeeping Industry
Priyanka Verma*, Dr. Malini Singh** & Dr. Neeraj Aggarwal***
ABSTRACT
With the foundation of the hospitality industry, it has developed promptly across the globe. 7.8
percent per year growth is anticipated by the Indian economy in 2013-2023. The Indian hospitality
& tourism industry is receiving a good number of travelers from different parts of the world. Covid-
19 refers to as Coronavirus Diseas -2019, has disrupted the entire hopaitality and tourism industry.
The entrepreneurship in hospitality is also accelerating with time. The impact of entrepreneurship
is pervasive in every economical sector. Entrepreneurship generates prospects of a job, endorses
concepts and adds to the economy. It also excites a competitive environment. The progression
of the initiative from a small level to a large enterprise has been witnessed in a few years.
These small level enterprises are often known as “Small and Medium Enterprise (SME)” which
contributes to countries’ economies. café chains, food junctions franchise, the chain of hotels,
dining outlets etc are leading perfect examples to inspire “Millenials” to pursue entrepreneurship.
Nowadays, a gradual growth from being a department to an evolving industry is highly evident
in the housekeeping department. The housekeeping department is the heart of the hotel. It has
numerous essential responsibilities to perform for the smooth operations of the hotel. This is an
exploratory research which aims to find the prospects of entrepreneurship in the housekeeping
department post pandemic crisis.
Keywords: Housekeeping, Hospitality, Hospitality Aspirants, Entrepreneurship
INTRODUCTION
Other than the preparing and serving delicious and healthy food and overseeing lodging and
convenience, a hotelier should also comprehend the dynamics about the hotel engineering,
development, administrative& legal aspects, IT, advertising, efficient planning &monitoring
of human resources, so forth and so on. The greater part of all, a hospitality entrepreneur is
required to be determined, dedicated and diligent. A business person should likewise be prepared
* Research Scholar, School of Hospitality, Amity University, U. P.

** Associate Professor, School of Hospitality, Amity University, U. P.
*** Assistant Professor, University Institute of Hotel and Tourism Management, Panjab University, Chandigarh
Prospects of Entrepreneurial Opportunities Post Pandemic: An Exploratory Research... 267
to acknowledge disappointment as a learning experience. The expression “Entrepreneurship”

was inferred in the thirteenth century from the French word “ entrepreneur” which implies “to
attempt”. It is the manner of generating and constructing an idea into a plan and executing it to
produce income by maintaining a business. The individual who maintains the business is classified
as a “Businessperson”. Late Mr. V. G. Siddhar tha of Café Coffe Day, Mr. Riyaz Amlani of Mocha
& Smoke House Deli, Mr. Ashish Kapur of YoChina, Mr. P. Rajgopal of Hotel Sarvana Bhawan, Mr.
Dheeraj Gupta of Jumbo King are some great examples of trend setter of entrepreneurship in
Hospitality Industry of India. However, the hospitality enterprises faced major a disruption in the
revenue due to coronavirus which has caused deduction jobs of 20-30 percent of the non-salaried
employees (Huang, Makridis, Baker, Medeiros, & Guo, 2020) . (Deale, 2015) (Kensbock & Jennings,
2011) proposes a methodical technique of enterprising subjects of examination, gathering data and
legitimacy. An entrepreneur is an individual who has the ability to face the challenge in business,
generates employment for others and demonstrates a readiness to turn out to be financially
freed (Singh, Sajnani, & Gupta, 2019). The prominence of enterprise is inescapable in the world
economy. The economy is evidently contributed by each enterprise, either at an authoritative
level or individual level, from private companies to huge endeavors. Entrepreneurship at any level
generates occupations for others, elevates thoughts and adds to the economy. Business enterprise
stirsand elevates a competitive spirit in the market. (Morrison, Rimmington, & Williams, 2011)
describes an “Entrepreneur” as a trigger of economy, who may belong to any kind and size of an
association that has a proprietorship structure, and can get a decent return of monetary speculation.
The “Hospitality” is a profoundly vivacious and propelled field that is incomprehensibly ambitious
in nature. It is similarly contributing a decent amount in the economy across the globe. The
worldwide Gross Domestic Product is profoundly sponsored by the travel industry by contributing
10.4 percent and creating 319 million possibilities of occupations, which is 10 percent of the
world’s employments in 2018 (WTTC, 2019). The nations of South Asia have solely included $296
Billion, which is 8.8% in 2018. The industry of Travel and Tourism of India is accepting a decent
number of tourists from various parts of the world. (India Brand Equity Foundation, 2019) states
that among 185 nations over the world, India made sure about the third position in contributing
significant percent on the planet’s Gross Domestic Product. The Indian economyis also anticipated
to develop at 7.8 percent per annum in 2013-2023. The report additionally expresses that India
likewise positioned 34th in the Travel and Tourism Competitiveness report which was produced by
the World Economic Forum. The service-oriented industry of hospitality has progressivelymoved
from manual tasks to mechanical operations. Apparently, the business enterprise in hospitality
is expanded and raised with time. It shows an extraordinary case of development from the
miniaturized scale to the full level enterprise. These miniaturized scale enterprises are Small and
Medium Enterprise (SME) which assumes a crucial job in building up the economy of a nation.
Café networks, food joints establishment, inn and hotels, food vans are an example of the rise
of enterprises in India. According to (Saxena, 2020)the total employment in the world is up to
60 percent, contributed by SME’s furthermore contributes 40 percent of the Gross Domestic
Product. Effectively growing a venture is an aptitude that is found out steadily. The Ministry of
Skill Development and Entrepreneurship and National Skill Development Corporation of India runs
diverse significant skilling projects to profit the individuals (Mukerjee, 2020). The Indian Travel
and Tourism Industry is foreseen to earn a business of more than $20 Billion by the financial year
of 2020. The Travel and Tourism industry is additionally liable to create 13.45 billion occupations
in the different sub-divisions of the hospitality business, for example, Restaurants, Lodging and
Accommodation, and Tour administrators (Peter, 2020). (Sengupta, 2017)states that Ministry of
Skill Development and Entrepreneurship, National Skill Development Corporation of India and
Tourism &Hospitality Sector Skill Council marked a Memorandum of Understanding (MoU) with
a network drove association Airbnb to advance enterprise in the hospitality industry of India and
to create 50,000 open doors for the individuals to take up business. (Işık, et al., 2019) reviews
121 articles to recognize and break down the capability of business enterprise in the travel and
hospitality industry to give a more extensive outlook. The researcher expresses that the exploration
directed compassing enterprise in the travel and hospitality industry is arranged into three more
extensive gatherings, which subjects like business-enterprise, the travel industry, and field-based.
(Alegre & Berbegal-Mirabent, 2016)features the social enterprise which empowers development,
for example, small scale account to reasonable intrusiveness rehearses, which produce new plans
to continue and prevail in business by making a profit as well as by supporting society. (Li, 2008)
recommends that pioneering research on hospitality is restricted and considered inadequately.
(Li, Tse, & Zhao, 2009) states that over the most recent couple of years the exploration of business
enterprise in hospitality can take up the drive. The hospitality associations are slowly endeavoring
for business in recent years.
IMPACT OF PANDEMIC ON ENTREPRENEURSHIP
Coronovirus-2019 is declared as pandemic by the wealth health organization. It is aso refered as
covid-19, which has cuased many disruptions in hospitality and tourism industry. For example,
the occupancy rate in the China stretch out close to 15% during March 2020. However, in
different locales, for example, North America and Europe, it went beneath 25% during March
2020 which was around 70% during March 2019 (Orion Market Research Private Limited, 2020).
The Hospitality sectoris one of the lucrative fields which especially attracts innovativeness. Each
property, regardless of whether it’s a hotel, café or any recreational service provider, has its own
particular market qualities and traits which are determined by its locality and the distinctive
services provided.(Işıka, Küçükaltanb, Çelebic, Çalkınd, & Ensere, 2019) characterizes enterprise as
a timely use of the opportunity to find and bridge the gaps in products and servicesavailable. The
research additionally recommends that the hospitality industry has a high extent of the capability
to grow as an entrepreneur which may help in monetary development. (I.Pirnar, 2015) and (Işıka,
Küçükaltanb, Çelebic, Çalkınd, & Ensere, 2019) finds that the on-going trends are exceptionally
demanded by the travel and hospitality guests, which has raised the need of e-business
enterprises in the hospitality and travel industry. (Mintzberg, 1973)designates business enterprise
at an Individual level, while whereas (Stevenson & Jarillo, 1990) and (D.Miller & P.H.Friesen,
1984) depicts business on a hierarchical level. (Jogaratnam, TseMichael, & Olsen, 1999)states
measurements to be a successfulentrepreneur, for example, competitive behavior, the aptitude
to transform and improve, risktaker, responsible, forward-looking etc. (Westphal, 2018)states that
the changing elements in the hospitality industryurge for the development for enterprises. The
study additionally expresses that nations like Europe and Spain can possibly develop as promising
and distinctive destinations for travel, consequently, they have the greatest conceivable outcomes
for Entrepreneurship. (Ball, 2005) coined the development of women in the field of hospitality
entrepreneurship, and their significance in contributing to the economy. (Deale, 2015) observed
the opinion of the entrepreneurs and suggested to have a universal idea for their business to
propagate.(Ball, 2005) (S.Kermally, 1986) features the significance of pioneering education in the
hospitality course program. The entrepreneurial educationplays a significant part in producing and
making future business visionaries.
CONCEPT OF THE HOUSEKEEPING DEPARTMENT
(Sulaiman & B.Limbing, 2019) Housekeepers are a brand ambassador of the hotel, who
benchmarks refined skills. The researcher further expresses a couple of elements that influence
an entrepreneurial housekeeper, such as receptiveness for the new chance, control over emotion,
utmost professionalism, team & work-oriented. Housekeeping is the most significant division
which is required to function productively 24x7 to run the hotel adequately. (G.raghubalan &
raghubalan, 2015)recommend that housekeeping is very requested across different levels.
In this manner, there are extraordinary opportunities lying in the field of entrepreneurship in
housekeeping. It is capable to keep up the cleanliness and hygienic standard of the hotel. (George
& Hancer, 2008)features the significance of housekeeping in creating income for the hotel, as it
stated in the research that it contributes nearly 70 percent to the complete income produced in
the hotel. The Housekeeping department ensures to provide a comforting and remarkable stay
in the hotel (Chauhan, 2014)further states different advance technologiesthat are winning in the
hospitality business to redesign the housekeeping from manual to computerized. Eco-Friendly
accommodation practices, ergonomics etc are new practices that are adopted by the housekeeping
department to make it sustainably advance. Housekeeping signifies “to maintainan area by
keeping it clean and hygienic”. The Housekeeping division in the hotelhandles and maintains the
whole area of the hotel property. The hotels are classified into two unique areas, which are known
as “Front of the house” and “Back of the house”. The housekeeping office is accountable for taking
the most extreme care of these areas of the hotel by keeping up the cleaning and maintaining the
property (G.raghubalan & raghubalan, 2015) (Singh & J.B.George, 2008).
PROSPECT OF ENTREPRENEURIAL SUCCESS IN HOUSEKEEPING
The Housekeeping department is steadily progressing as an industry (Verma, Khanna, & Anand,
2019). Entrepreneurship is prospering in the hospitality business around the world. Young
entrepreneurs are highly interested in entrepreneurial trends(Achar, 2017). (Schoffstall, 2013)
proposes to add entrepreneurship as a subject in the educational program to upgrade the
information about the enterprise and pioneering thoughts. It has a significant part in creating
income for the hospitality industry. (ZamberiAhmad, Bakar, & NoritaAhmad, 2018)states the
significance ofteaching entrepreneurship in the curriculum of hospitality management. The
entrepreneurship makes an individual self-directed and liberated which causes the individual
to produce and generate jobs for others to earn their livelihood. There is extremely restricted
research directed to locate the capability of business enterprise in the field of housekeeping in
Indian Hospitality.
2. OBJECTIVES
� To explore the prospects of entrepreneurship in the housekeeping pandemic.
� To understand the perception of the professional housekeepers to pursue entrepreneurship
in housekeeping.
3. RESEARCH METHODOLOGY
The analysis chose for the investigation is exploratory and descriptive in nature to explore
the prospects of entrepreneurship in the housekeeping and to understand the perception of
the professional housekeepers to pursue entrepreneurship in housekeeping. The investigation
is advanced by leading an all-around the structured subjective study on the housekeeping
experts. The convenient sampling is used to discover the possibilities of entrepreneurship
in housekeeping. This investigation additionally assesses the entrepreneurial research work
done in the field of hospitality, explicitly in the housekeeping. The Sample populace was 22
yet just 18 was considered for investigation and 4 were dismissed because of error.
4. ANALYSIS OF THE STUDY
4.1 Does the housekeeping department has the potential to support a hospitality aspirant’s
success and provide equal opportunities to grow as a well paid and respected professional
after covid-19?
Fig. No.1
Source: Author
Figure No.1 portrays that 44.4 percent populace of the housekeeping experts unequivocally
“Strongly Agree” that housekeeping has adequate potential to support a hospitality aspirant’s
success and provide equal opportunities to grow as a well paid and respected professional. 40
percent concurred and opted for “Agree” that housekeeping can offer extensive career projections
to an individual to pursue his or her vocation or occupation. Just 7 percent of the populace reacted
nonpartisan and chose “ Neutral”.
4.2 Is the housekeeping department developing into an industry with ample of opportunities to
explore and succeed after coivd-19?
Fig. No.2
Source: Author
Figure No.2 shows that 66.6 percent of housekeeping experts concurred and opted “Strongly
Agree” that the housekeeping is advancing and developing into an industry. 33.3 percent of the
populace emphatically “Agrees” that the housekeeping division is venturing into an industry.
4.3 Being a “Professional Housekeeper” in the Hospitality industry, has it anytime affected your
reputation and social status negatively?
Fig. No.3
Source: Author
Figure No.3 shows that 66.6 percent of housekeeping experts “Strongly Disagree” that being a
“Professional Housekeeper” in the Hospitality industry has anytime affected their reputation and
social status negatively. 27.7 percent of the populace “Disgrees” and 5.5 percent of the population
opted for “Neutral”.
4.4 Does housekeeping have possibilities of business enterprise after covid-19?
Fig. No.4
Source: Author
Figure No.4 delineates that 50 percent populace of housekeeping experts “Strongly Agree”
that housekeeping has extraordinary possibilities of business enterprise. 44.4 percent “ Agree”
that housekeeping has the ability of enterprising possibilities for hospitality aspirants to seek
entrepreneurial profession. 5.55 percent reacted “Neutral” to express that housekeeping has any
possibilities of developing an enterprise.
5. FINDINGS AND RECOMMENDATIONS
The investigation finds that housekeeping professionals answered positively that
housekeeping has more extensive possibilities to develop their careers in the hospitality
industry as a housekeeping entrepreneur. Most of the populace concurs that the
housekeeping department has developed into an industry and has made its place in the
various associations in different areas of the economy which is extremely reliant on the
housekeeping administrations. It is found in the examination that housekeeping experts
additionally concur that the housekeeping business has great potential for enterprising
possibilities. Business in housekeeping isn’t simply confined to Facility Planning which
gives cleaning and upkeep administrations at the corporate level, different contractual
services are moreover prospering in the hospitality industry as well as different sectors
of the economy. Interior designing, façade cleaning, interior decoration, landscape
designing and maintenance, uniform designing are such examples of contractual services.
Care Facilities Pvt. Ltd, Flawless Pvt. Ltd, pip2020, CAERE Pvt. Ltd., CAERE Pvt. Ltd., Kibble
Enterprises, Megamorph Marketing Pvt. Ltd is some leading brand of India which assures
the entrepreneurial success in Housekeeping. Urban Clap is one of the present instances
of a specialist organization who offers profound cleaning assistance through the mobile
application. Wassup, Aap Ka Dhobi, Pick My Laundry, Urban Dhobi, Dirk Da Dhobi, Laundry
Anna, Doormint, Tooler, and The Leather Laundry are the leading express laundry brands
which provide laundry services at the door step. Gmaids is one of the best housekeeping
services providers in the United States of America, which also set an example for the
aspirants of hospitality to inspire to become an entrepreneur. The “Quarry Tiles Company”
is a perfect example for a hospitality aspirant who aspires to be a entrepreneur in the
field of housekeeping as this company is one of the world’s best tile manufacturers which
offers a limitless variety of floor tiles and wall tiles of above 150 shapes, design and
dimension and in more than 125 color schemes. The “Quarry Tiles Company” excels in Water
jet cutting, custom colors and shapes, Custom Patterns, Cove Based Tiles, Mosaics, and
Historical Restorations. “Ferns and Petals” is a great example for the hospitality aspirants
who dream to be a housekeeping entrepreneur. “pip2020” is also one of the pioneers in
giving mastery in building the customer’s vision into reality by offering types of assistance
like skill in Greenfield and brownfield ventures, variety of lodging format, property
improvement plans, leading expository reviews of the property, directing pre-opening
handover administrations. They also excel in performing snagging and de-snagging of the
property and interior planning. Gmaids is one of the best housekeeping services provider
in the United States of America.This exploratory study proposes that Housekeeping can
give numerous opportunities to become a pioneering entrepreneur after pandemic to
become successful and satisfy the necessities of the clients and can give you an enormous
achievement if you have the right aptitude. Entrepreneurship not just satisfies the thirst
of progress for somebody yet additionally causes the individual to produce income
and contribute straightforwardly to the economy and make openings for work for the
unemployed to get a job. This investigation additionally prescribes hospitalityinstitutional
organizations and colleges to incorporate “Business enterprise or Entrepreneurship” in
the educational program to illuminate the information on the understudies to enlarge
their point of view about taking up enterprise to develop their profession.
6. LIMITATION
The Study just confined to locate the enterprising possibilities in the housekeeping division. Further
research can be led to discover pioneering possibilities and potential on other auxiliary divisions of
the Hotel. The housekeeping professional at managerial positions of Delhi is overviewed to lead
the examination. Future researchers can also study housekeeping professionals of different places
in India to lead further research.
7. CONCLUSION
Housekeeping department is the heart of the hotel, yet very limited research is conducted on the
housekeeping department particularly in the Indian Hospitality Industry. Therefore, the Indian
Housekeeping fraternity should create platforms to reach the young talents of hospitality institutes
and colleges and therefore conduct workshops, sessions, conferences and awareness fairs to guide
students about the career prospects in the field of Housekeeping after the corona pandemic.
It is also recommended to the housekeeping experts to educate the hospitality jobseekers that
housekeeping is not limited to just dusting, mopping, scrubbing, polishing and maintenance.
Entrepreneurship should be extremely stimulated by hospitality professors and educationalists.
This study appreciates the women entrepreneurs in the Housekeeping Industry who a true
inspiration for the young talent of hospitality aspirants. Such eminent women entrepreneurs are
Ms.Bharathi Kamath, Ms.Simit Thakur, Dr.Madhu Chandok, Ms.Prathibha Blessing, Ms.Anjana
Umesh Vij, Ms.Niyati Purohit.
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Adventure Tourism Opportunities in
37 Kerala: A Generic Study
Dr. Suvojit Ganguly*
ABSTRACT
Adventure tourism is a form of tourism in which visitors do certain adventure activities. In
India, various types of adventure opportunities are offered. Natural resource that the country
has is mainly responsible for the rise in adventure tourism. Water sports, wildlife treks and
paragliding are some of the most popular adventure-tourism activities in Kerala. The 38,863sq.
km of Kerala is home to a range of landscapes that vary in settings and tastes. It is the most
suitable adventure sports destination among the South Indian States.
Keywords: Adventure Tourism, Kerala, Value of Adventure, Adventure Sports, Advantages and
Disadvantages of Adventure Tourism
INTRODUCTION
Adventure tourism is a form of tourism in which visitors do certain adventure activities

Adventure tourism is very common with young visitors. Adventure tourism has earned much
of its excitement by encouraging visitors to move into their comfort zone (Cloke, P., & Perkins,
H. C , 1998). This could include sports such as mountaineering, trekking, bungee jumping,
mountain biking, surfing, canoeing, scuba diving, rafting , kayaking, zip-line, paragliding,
camping, canyoning, sandboarding, caving and rock climbing. Any mysterious types of
adventure travel are catastrophe and ghetto tourism (Bosch, Z. J. 2015).
In India, various types of adventure opportunities are offered. The natural resource that
the country has is mainly responsible for the rise in adventure tourism. Around the country,
natural environmental environments provide opportunities for adventure tourism (Kuenzi, C.,
& McNeely, J., 2008). People, belonging to diverse groups and cultures, appreciate and grow
a passion for adventure tourism.
* Professor, Head and Asst. Dean, School of Hotel and Tourism Management, Vellore Institute of Technology,
Vellore, Tamil Nadu.
The fundamental objectives of this research paper is to consider :

I. The value of adventure tourism.
II. Exploring the potential of adventure tourism in South India.
III. The advantages and disadvantages of adventure tourism.
IV. The state , Kerala as most potential adventure tourism destination in South India.
The critical fields discussed are the importance of adventure tourism, adventure tourism as an
integral part of world tourism, adventure tourism in India, prospects and challenges, and health
standards for adventure tourism (Buckley, R. , 2009). . To partake in adventure tourism, individuals
need to gain strong expertise in the activities they intend to participate in. They ought to be
educated by a specialist and well prepared to prevent any mishaps.
India provides a range of diverse types of travel opportunities. Individuals love different ways of
adventure. Those include heli-skiing in the high Himalayas and rafting in the country ‘s famous
rivers, such as Ganga, Indus, and so on. Specific adventure ways include hanging-gliding and
ballooning through the Indian plains to camel safaris in the Thar Desert of Rajasthan; chasing the
elusive tiger while sitting on elephants and trekking in the Himalayan region. Apart from this, there
are a variety of activities that individuals love in the countryside. The 7,000 km long coastline of
the world also offers an avenue for individuals who enjoy an experience in the warm waters of
the Indian Ocean. Increased access to rural and remote areas is a crucial feature of developing
adventure tourism in the region.
Adventure tourism is categorised into three categories. Those are ground-based, air-based,
and water-based. Land-based events include all-terrain vehicle tours, bungee jumping, bicycle
tours, camel safaris, horse safaris, jeep safaris, motorcycle tours, mountaineering, nature hikes,
bird watching, rock climbing, artificial wall climbing, abseiling, personal light electric vehicle
tours, hiking, snowboarding, trekking, wildlife safaris, zip wires and high rope courses. Water-
based events include kayaking, sea kayaking, rafting, river sailing, scuba diving, snorkelling and
water sports centres. Speed-based sports include hot air ballooning, para-gliding, para-motoring,
parasailing, skydiving, air safaris and kite surfing.
Individuals are participating in different forms of adventure travel, either on their own or with a
group of other individuals (Brown, S. , 2005). Typically, there is a connection between adventure
tourism activities and sporting activities. Various methods include car rides, bungee jumping, cycle
touring, surfing, sailing, rock climbing, wall climbing, high rope courses, hiking, snowboarding,
trekking, rafting and other styles of water sports. Individuals are expected to acquire appropriate
skills to be involved in these activities. They need to receive adequate training from the experts
who are qualified in the field. When people are involved in either of these tasks, they are usually
accompanied by friends or family. The health conditions of the individual are considered to be of
the utmost importance. They need to be healthy and fit and not to experience any illness. Usually,
individuals get involved in planning sessions, and when they believe like they should be able to
participate in adventure tourism events, they schedule tourism.
Some types of adventure tourism events, such as safaris, are generally known to be those that
people participate in for recreational or entertainment purposes. In the duration of the safaris,
one can observe the fauna, and in this manner, adventure tourism and nature tourism are carried
out concurrently. Generally, as one engages in adventure tourism, one is not only able to improve
Adventure Tourism Opportunities in Kerala: A Generic Study 279
one’s talents and expertise in the world of adventure tourism but is also able to experience
natural environmental conditions. We will investigate the area, observe various species of birds,
animals, trees, plants, etc. Individuals are engaged in adventure travel, not only in India but in
other countries of the world as well. If someone is participating in adventure tourism, one needs
to have the curiosity and passion for being well trained for it. In some cases, individuals develop
fear and vulnerability when they become involved in adventure tourism activities. As a result,
being supported by a skilled chief and several other leaders tends to make tourism profitable and
worthwhile ( Lyons, M.,2020).
VALUE OF ADVENTURE TOURISM
The increase in demand for adventure tourism has been substantial in recent years (Williams, P., &
Soutar, G. N., 2009).The global adventure tourism industry was estimated at $586.3 billion in 2018
and is expected to hit $1,626.7 billion in 2026, allowing for a CAGR of 13.3 per cent from 2019
to 2026. The advancement of the travel & tourism industry boosts the growth of the consumer
demand for adventure tourism. The market research study covers the segments of the adventure
tourism market by form (domestic adventure tourism and international adventure tourism),
contribution to GDP (indirect contribution, direct contribution and mediated contribution),
by category (thrill tourism, eco-tourism, open tourism and ethno-tourism) and by geography
(Americas, APAC and EMEA).
EMEA had the highest market share in 2017, led by APAC and the Americas, respectively. The rise
in the market share of adventure tourism in EMEA can be due to a variety of reasons, such as the
high level of visitor arrivals and the promotion of natural resources by governments of different
European countries to encourage tourism. Adventure tourism is mainly driven by revenue-
contributing countries such as Germany, Spain, Switzerland and Iceland.
The Adventure Tourism Business is a kind of specialisation for the travel industry, which involves
study or travel to remote fascinating regions alongside a high degree of risk. It combines exceptional
and checking knowledge during the get-away, in which adventurers integrate themselves with the
local people and connect with their simple values. Adventure tourism industry involves a range of
workouts, such as camping, hiking, swimming, sailing, boating, sailing, etc.
Over the past few years, the adventure tourism industry has expanded exponentially, all around.
In addition, travellers are fascinated to reach unfamiliar happiness targets. Similarly, the growth
in government initiatives as a private and transparent agency for the growth of the travel industry
encourages the creation of a global daring market for advertising. In either case, dangers associated
with unpredictable climate patterns and travel experience restrict the growth of the sector. In
addition, a rise in the trend of online networking is projected to create an enormous potential
for business creation, as Facebook has become the chosen long-range informal communications
website for adventurers to find the latest travel offers.
The market is segmented on the basis of form, action, category of traveller, age selection, channel
and location. The adventure tourism industry, based on complexity, danger and level of competence,
health, manageability, style of trip, physical activity and challenge, has been divided into three
main fragments, to be precise rough, fragile, and others. Hard adventure tourism industry involves
workouts, e.g. trekking, mountaineering, rock climbing, ice climbing and give in. These tasks are
of high risk and need a considerable level of technical expertise, and thus this segment speaks
to a limited degree of importance. In view of travel, it is isolated by land-based action, water-

based action, and air-based action. Contingent to a kind of adventurer, the adventure tourism
industry showcase is divided into alone, companion / meeting, pair, and family. As per age set, it is
organised below 30 years, 30-41 years, 42-49 years, and 50 years and above.
EXPLORING THE POTENTIAL OF ADVENTURE TOURISM IN SOUTH INDIA
Visual eye examination, culturally rich India is a suitable destination to drive the adrenaline rush.
If visitors are searching for adventure holidays in the snow-covered mountain tops or in the
sparkling seas, this country gives them the most unforgettable experience. Among several, South
India is one of the destinations that can be launched. South India is not only blessed with natural
splendour, but an elusive region of India that has it all – excellent food, incredible architecture,
spectacular culture and, of course, a range of places to enjoy adventure activities! For tourists
who are still on the lookout for adventure, South India will certainly be a destination that would
fulfil their standards. In South India, visitors can, of course, find some fantastic water activities, but
there’s a little more to try, too.
THE ADVANTAGES AND DISADVANTAGES OF ADVENTURE TOURISM
1. It’s holding us incredibly fit. It helps to lose calories and gets the blood pumping. It pushes the
boundaries of our body little by little, allowing us to become stronger.
2. It’s a perfect way to have fun. Like any other sport, it relaxes one’s mind and rejuvenates it.
3. It’s giving us new opportunities. It offers a chance to live life to the fullest and to break from
daily routine. It gives life a touch of fun, and these experiences become wonderful memories
to treasure in a normal life.
4. It offers a feeling of accomplishment, too.
5. It helps develop trust and inspiration. This, in fact, encourages people to take chances in their
jobs when, even when needed, people are too timid to take risk or hard decisions.
6. They help to get rid of monotonous life as well as anger, fatigue, negative feelings, etc.
7. It also helps conquer anxiety and develops strength — physical and emotional, stamina,
willpower, accountability, etc.
8. Added to this, also extreme sports are recreational experiences that help us get in contact
with nature.
DISADVANTAGES
1. They’re really risky.
2. It’s like putting your life in needless risk just for pleasure.
3. There is a very strong risk of damage, even with safety precautions. A lot of people still die
trying and executing these feats. It strains the body out of the comfort zone and does not go
down well if the body is not trained for such heavy exercises or if one is not a daily ambitious
sports practitioner.
4. Often, often a person may not know the fragility of his or her health and may get into trouble.
He or she may think they’re fit, but those adventure sports increase the heart rate, provide an
adrenaline rush, and so on, and can also cause heart attacks. There is also no way to decide
specifically whether or not a person is suitable for these sports.
5. This sports can also be stressful.

6. Also, if a person is unable to perform well in such sports, he or she will dent trust, as many see
these sports as evidence of intestinal, bravery and sometimes masculinity.
7. Equipment or gear required can be very costly. In addition, the facilities and devices are also
for safety reasons. Health is also expensive in such activities.
8. Others may have fallen into trouble with the rules. E.g. Yes. Extreme sports competitors are
most frequently arrested for defacing land and trespassing, such as skateboarders, BMX
runners, etc.
9. Family, family and friends are all worried about us and our wellbeing. Although picking a sport
like this also takes a toll on them. They’re living in fear of our protection.
10. In order to play any games, one needs to practise well in a better way. It’s hard to make time
for those stuff with such a hectic schedule and fast moving life.
Like two sides of a coin, extreme sports have their own combination of benefits and drawbacks.
Many times the negatives are higher than the benefits. They’re not mandatory. It’s voluntary to
be a member of them. But you have to remember that these intense sports are mainly supposed
to be a diversion from reality and not anything to be used with your daily life. If they want to be
used in a normal life, no one can go far without adequate preparation and supplies. It’s up to us to
decide what we need to do, how vigilant we need to be, and what boundaries we need to meet.
Proper measures and preparation will help one enjoy the sport to the fullest.
ADVENTURE TOURIST RANGE IN KERALA
India’s most thrilling destination, Kerala gives its tourists the chance and experience to unlock
their spirit of adventure. Apart from the elegance of the postcard image, Kerala is also an ideal
destination for adventure sports. This magnificent land has an abundance of adventure-packed
destinations in store; be it high altitude mountain ranges, gushing rivers, deep dark forests or vast
stretches of the sea. Water sports, wildlife treks and paragliding are some of the most popular
adventure-tourism activities in Kerala. Where adventure is all about bringing nature in its raw
form. Taming the twists and turns. It’s the rocky roads. It’s the highs. And highs, too. It’s the
rapids. The currents are sluggish. It’s quiet. It’s a fury. A special topography, a varied environment
and an equitable climate are what make Kerala an exceptional adventure destination. From high
mountains, gorges and deep valleys to rolling hills and shallow valleys, the 38,863sq.km of Kerala
is home to a range of landscapes that vary in settings and tastes. Any of them will give tourists an
intimate experience with nature: any of them will set tourists on some of life’s most fascinating
journeys.
Holidays are essential to all, as they allow people to connect more. Simple human relationships
get deeper during adventure holidays. Cooperation and team effort often enable people to do
their best as individuals. Kerala is the perfect location for adventure sports. Dotted with so many
beaches, hills and rivers, this South Indian state has the potential to promote adventure tourism.
Many of the adventure activities you can do during your Kerala trip include trekking, hiking in the
hills, rock climbing and some water-based sports such as yachting, canoeing and kayaking. Here is
a list of the different adventure activities provided by this department.
TREKKING
Whether tourist is an adventure enthusiast or a nature lover, hiking is a perfect experience to
enjoy on your Kerala journey. Blessed with so many misty mountain peaks and tropical forests,
this state has excellent trekking trails ideal for both seasoned hikers and novices. If you are afraid
of heights or are not ready for stressful mountain climbing events, this state will organise trekking
activities to ensure the pleasure of any tourist in the country. It’s going to be fun to cook and sleep
in the jungle during this operation. Popular trekking sites in this state include the Meesapulimala,
Chembur Peak in Wayanad, Kolukkumalai in Munnar and several mountain ranges in the vicinity
of Thenmala.
SURFING
Kerala is an essential destination for many surfing enthusiasts in India, as it has many beautiful
places to enjoy this sport. Kovalam, Varkala and Kannur are some of the best surf spots in the
region. A lot of tourists go to this state during January and February to experience surfing because
this time promises the best waves. A wave with no one else on it is the fantasy of any surfer in the
country, and Kerala offers them such an unforgettable surfing experience. You can touch Soul &
Surf in Varkala for people who want to get training in this practice. They have guest lodging and
breakfast away as part of their plan.
CLIMBING IN THE MOUNTAINS
Mountain Climbing is a popular sport that catches the interest of many people. It’s not only
emotionally demanding, but it’s also a perfect venue for fitness construction. Kerala is an ideal
destination to enjoy this sport because of its various climbing spots. People will appreciate the
excitement and challenge of climbing while maintaining the fun aspect of the competition.
Mountain climbing is usually a full-day activity, and people who plan to do this need several
preparations, such as the use of repellents. Two of the well-known mountain climbing spots in the
state are Wayanad, Munnar, Thekkady and Themala.
PARAGLIDING ABOARD
The thought of soaring like a bird is inspiring, and paragliding makes you feel like soaring without
wings. This sport is a fun and straightforward way to experience flying. What you ought to do is
put aside on a mountain or a hillside, inflate it like a kite above your head. The pilot is going to
manage and monitor the rest of the stuff. Kerala is a perfect place to enjoy this practice since the
nature and speed of the wind can be easily predicted here. There’s a famous paragliding centre in
Vagamon in the Idukki district where you can enjoy this thrilling sport.
BAMBOO RAFTING
Bamboo rafting along the majestic rivers of Kerala would be a stunning and calming experience.
People will enjoy the picturesque forests and see a variety of arboreal animals through this
practice. This adventurous activity can sometimes take nine hours so that people who indulge in
bamboo rafting can have a full experience. Any tourist will enjoy an unforgettable encounter with
bamboo rafting in Kerala. Thekkady is the safest place to enjoy this practice in Kerala.
THE KAYAK
As a backwater destination and home to many spectacular waterways, Kerala is a haven for
kayaking. There’s no better way to watch life in the backwater than from the top of a kayak. You
can also enter isolated areas where houseboats won’t carry you by kayaking. Kayaking lets you
feel closer to the daily life of the people who work on the canals. A fun kayak tour never fails to
delight the backwater lovers. Kumarakom, Alappuzha and Kannur are the safest places to enjoy
kayaking in Kerala.
PARASAILING
Parasailing is another exciting adventure that you can enjoy in Kerala. This water sport is typically
practised in beaches or seaside resorts. In this activity, the sailor is attached to a parachute, which
in turn ties a small vessel or a motorboat together. October to March is the best time to enjoy this
activity in Kerala, as the skies are cloudless and clear at this time after the monsoon. Besides, the
flow of wind and temperature are also perfect for parasailing during this season. You will enjoy an
ideal parasailing experience as the sea is calm and serene from October to March. The beaches of
Kovalam and Alappuzha are the most popular parasailing destinations in Kerala.
JEEP SAFARI
A jeep safari is a perfect way to witness a fun trip in Kerala. Travelling in an open jeep through
thick trees, lush green foliage or vast spice plantations for a small price is genuinely thrilling. It’s
a perfect way to envelop you in the serene natural scenery of this town. Most resorts, hotels,
bungalows and homestays in Kerala arrange jeep safari for their guests. Jeep safaris are available
in destinations such as Munnar, Thekkady and Wayanad in Kerala.
TREEHOUSE TO STAY
It’s going to be an excellent sight for us to enjoy the magic of the star-studded sky from the
treetops. Up there, you can find a unique world. Experience this feeling from the comfort of your
cosy room by choosing a treehouse to stay. There are many gracefully built tree houses in Kerala
on the top of the mountains or in the jungle. Such tree houses, with their eco-friendly designs
and balcony amenities, show off the stunning surroundings. It’s a great way to immerse yourself
in nature. Many of the attractions in Kerala that offer treehouse stays are Thekkady, Wayanad,
Munnar and Athirapally.
CATAMARAN SAILING
The casual sport of catamaran racing is a perfect recreational activity. You ‘re only in love with the
thought of floating in the sea in a well-maintained cruise with your family and friends to spend the
evening. Use a catamaran sailing if you want to enjoy the scenic wonders of Kerala. A catamaran
is a small wooden vessel, and its twin hulls are tied together to float around the water. The word
‘caramaran’ derived from the Tamil word ‘kattu maram’ means logs of wood. Throughout ancient
times and in battles, hollow logs were used to float through the sea in South India. But nowadays,
motorised catamarans used to overcome water and enjoy the fun of water sports. Varkala,
Kovalam, Kannur and Alappuzha are popular places where you can enjoy catamaran sailing in
Kerala.
BULL OR MARAMADI RACES

Another fun thing that you will experience as part of the adventure tourism in Kerala is the bull
ride. Bull race or marinade held every year in this state only after the harvest season. Unlike
bullfighting in Spain, this competition is taking place in paddy fields. The growing squad consists
of two bulls and three guides. The role of human masters to lead the bulls is significant in this
race. Bulls are primarily bred and raised in Kerala for racing competitions. Such well-groomed and
well-fed beasts, clad in vivid colours on a big day, paint their horns to make them appealing. The
village of Anandapalli in the Pathanamthitta district of Kerala and some villages in Palakkad are
popular with Maramadi.
Enthralling holidays with thrilling action sports are guaranteed to keep you happy and refreshed.
Kerala is the ideal place to enjoy a variety of adventure activities that serve as a highlight of the
state. Contact Kochi Taxi to arrange a range of events to make your trip to Kerala an unforgettable
experience.
INITIATIVES TAKEN TO DEVELOP THE ADVENTURE TOURISM SPOTS IN KERALA
Kerala is blessed with a wide range of natural and scenic beauties that support varied adventure
activities such as trekking, sailing, wildlife safaris, paragliding and water sports. Kerala gives both
domestic and international visitors a exciting experience of adventure sports. The Department
of Tourism, Government of Kerala, is implementing a comprehensive development strategy to
encourage state-owned adventure tourism, as it has an immense potential and can make a major
contribution to the overall growth of the tourism industry.
With a primary emphasis on finding new ways to fuel adventure tourism, the Tourism Board
is committed to collaborating closely with the Forest Service. Joint activities with the Forest
Department would contribute to the development of adventure tourism without damaging
the climate. With the promotion of adventure tourism, Kerala will be rebranded as a ‘place of
adventure’ to the younger generation by offering them recreation and water-based tourism.
Emphasizing water-based sports, the Tourist Board aims to establish water parks.
India’s most thrilling destination, Kerala has an abundance of adventure-packed attractions in
store, including gushing rivers, high-altitude mountains, thick forests and vast stretches of the
sea. The state gives vacationers a lot of rewards and activities to unlock their spirit of adventure.
One of the common places that foreign and domestic tourists choose to visit is Wayanad, renowned
for its rich western Ghats biosphere. It is the basis for a number of walking trails and trekking
routes. Tourists also tend to engage in risky practises such as ascending Chembra Mountain,
trekking through the Brahmagiri hills, Meenmutty.
Another popular destination that visitors prefer to explore adventure tourism is Thekkady, which
is well known as Kerala ‘s largest sanctuary. The well-known Periyar National Park is one of the
world’s top 18 biodiversity hotspots. Over the last few years, the state has seen an growing amount
of vacationers attracting adventure activities such as bamboo rafting, night trekking, boating,
hiking, and wildlife spotting. In comparison, tropical rainforests have a lot to come in terms of
adventure tourism.
Thenmala is renowned for its colourful rubber and tea plantations in the foothills of the Western
Ghats in the Kollam district. This is a perfect eco-tourism hotspot, with the honour of becoming
India’s first proposed eco-tourism project. Travelers prefer this famous family holiday destination
as it hosts a variety of fun events for children and adults alike. Shenduruney Wildlife Sanctuary
gives travellers thrilling wildlife sighting and boating experience. In addition, adventure lovers
can also enjoy nature hikes, rock climbing, guided treks and river-crossing experiences in the
Adventure Zone.
Munnar is another favourite destination to visit in Kerala, particularly in the months of autumn.
Sightseeing the tea plantation and exploring the tea factory and the tea museum are some of
the satisfying adventures for tourists. Climbing in Anaimudi Peak, boating in Madupatty and
Sethuparvathipuram Dam and wildlife safari in the nearby Eravikulam National Park are a thrilling
experience for vacationers. Kuttikanam near Peermedu in Idukki is one of the best locations
for adventure-seekers. The picturesque hill station is surrounded by lush green tea plantations.
With a vast array of trees and wildlife, this blissful plantation town offers a number of adventure
experiences and trekking trails.
The state is undertaking a concerted advertising strategy to accelerate the development of
adventure tourism through the promotion of Northern Kerala. In the background of the campaign,
Kerala Tourism plans to promote its Malabar region, including Kozhikode, Wayanad, Vekkal and
Kannur, actively through the Rs 325 crore programme. Kannur will be the nerve core of the new
Malabar circuit, which will be linked via a river cruise project named ‘Malanadu Cruise.’ Activity-
oriented tourism will allow the state to meet the goal of doubling international tourist arrivals and
growing domestic tourist arrivals by 50% by 2021.
Adventure Tour Operators’ Association of India (ATOAI) has always been committed to promoting
adventure and eco-tourism in India in order to increase awareness of the enormous potential
of adventure tourism. ATOAI has been a strong supporter of the tourism department of the
Government of Kerala by supporting eco-friendly adventure tourism. Travelers are particularly
interested in adventure tourism, with a wider worldview, nature and exploration, physical
fitness, fun and entertainment, special and meaningful encounters. With the goal of celebrating,
showcasing and deliberating on these new avenues, Kerala hosted the 13th Annual ATOAI
Convention, in 2017 in Kumarkom, Kerala. In order to accelerate the development of adventure
tourism, the adventure travel fraternity came together to highlight its dedication to recreation and
adventure oriented tourism.
With the goal of encouraging adventure tourism and increasing the arrival of visitors in the
state, Kerala Tourism has launched a set of strict safety guidelines for adventure tour operators.
These recommendations have been established in accordance with international norms after
consultations with different departments such as ports, police , fire protection, minor irrigation and
sanitation. Collectors of all 14 District Tourism Promotion Councils are responsible for enforcing
the safety guidelines. Periodic reviews have been carried out to ensure compliance. Preventive
protection initiatives are projected to create trust among visitors and adventure enthusiasts.
Any of the basic requirements for tour operators are as follows:
¾¾ Plan pre-departure services
¾¾ Awareness modules to be spread to visitors prior to departure to their destination (this should
include culture , history, eating preferences, environment, responsible travel initiatives,
health care, do’s and don’ts, dress code, etc. The details should be appropriate, concise and
communicative)
¾¾ Set the scale of the party for all services that take account of the carrying capacity of the
destination. Tour packages to be made according to the scale of the party
¾¾ Comprehensive information to be presented to visitors upon arrival at the destination
(continuation of the awareness programme – immersive sessions, audiovisual displays,
environmental documentaries, written materials, etc.)
¾¾ Any of the escorted tours should have tour guides. They are responsible for ensuring that the
integrity and integrity of the places visited are protected
¾¾ The avoidance of cultural effects should be part of the awareness-raising activities (Special
note of dress codes, comprehensive filtering of visitors to vulnerable areas, cultural surprises,
family responsibilities, traditions, etc. to be properly communicated)
¾¾ Foster recognition of sacred sites and reverence for local culture by discouraging the purchase
of religious artefacts or heirlooms;
¾¾ Camp fire and open fire to avoid deforestation should be avoided
¾¾ Indigenous plant herds can be taken and visitors should be allowed to plant them near the
campsites or on the trails.
¾¾ Campsites to be left clean and all non-biodegradable waste to be returned for proper disposal;
¾¾ No cuttings, seeds or roots of plants should be permitted to be collected from the sanctuaries,
which is illegal in certain reserves.
Fifty Adventure Tourist Centers in Kerala will soon be updated to meet global expectations. The
disclosure was made by the Minister of State for Tourism, Kadakampally Surendran.
He made the same announcement when introducing a series of safety and security regulations to
place the country as a safe and stable destination where you can fly safely. Efforts are ongoing to
present the state as a refuge for wildlife lovers and outdoor enthusiasts.
Taking into account the guidance set out in the Kerala Adventure and Activities Tourism Safety
and Protection Regulations for the provision of 31 water, ground and water-based activities, the
Minister of Tourism added that Muzhappilangad (Kannur), Kaapil (Varkala) and Vagamon (Idukki)
will be declared Adventure Tourism Centres. He also added that the government is also considering
a plan to set up adventure parks in all districts.
Soft adventure parks have already begun in Asramam in Kollam, Veil, Thenmala, Wayanad,
Karlad, and Kottappuram. Reports added that paragliding is expected to begin soon in Munnar,
while the Adventure Tourism Academy will be set up in Sasthampara, near the state capital. The
Recommendations emphasise the required criteria for activity participants, such as well-trained
specialists with relevant expertise, adequate training in compliance with federal and state
government regulations, usage of suitable facilities, mobilisation of skilled staff, risk control
capability, and knowledge of first aid and protection.
Listing ways to improve the Adventure Tourism Area, the Minister added that the current sites
would be built first. This process will be introduced through the growth and discovery of new sites,
the advancement of private-public projects and the construction of circuits connecting adventure
tourism spots. Apart from that, the whole idea will be marketed.
CONCLUSION
In the end, we can conclude that God’s own country, Kerala is full of potential with adventure
tourism. A little push from the Government side along with investments from the private sponsor
can take this segment to the highest level. Due to pandemic in recent days, and a devastating
flood in the last few years had made this state little gloomy. Still, the craze of Kerala is intact in the
people’s mind. Stakeholders should capitalise the opportunity and use this as an opportunity for
the development of adventure tourism.
REFERENCES
[1] Bosch, Z. J. (2015). A needs analysis of adventure activities in South African National Parks (Doctoral
dissertation).
[2] Buckley, R. (2009). Adventure tourism management. Routledge.
[3] Brown, S. (2005). Travelling with a purpose: Understanding the motives and benefits of volunteer
vacationers. Current issues in tourism, 8(6), 479-496.
[4] Cloke, P., & Perkins, H. C. (1998). “Cracking the canyon with the awesome foursome”: representations of
adventure tourism in New Zealand. Environment and planning D: Society and Space, 16(2), 185-218.
[5] Kuenzi, C., & McNeely, J. (2008). Nature-based tourism. In Global risk governance (pp. 155-178). Springer,
Dordrecht.
[6] Lyons, M. (2020). Third sector: The contribution of non-profit and cooperative enterprise in Australia.
Routledge.
[7] Williams, P., & Soutar, G. N. (2009). Value, satisfaction and behavioral intentions in an adventure tourism
context. Annals of tourism research, 36(3), 413-438.
Global Impact of COVID-19 on
Tourism Industry: A Comparative
38 Study with Other Pandemic and
Deadly Events
Sudipta Mukherjee* & Dr Madhumita Mukherjee**
INTRODUCTION
The deadly pandemic, Novel Coronavirus had devastated the entire world. Many researchers
mentioned that the Coronavirus has impacted in a more significant way than the last two world
war, and ruined economic balance of most of the countries. The original source of 2019-nCoV is
still undisclosed. However, it is clear that the growing epidemic is no longer due to continuing
exposures to the Huanan seafood market in Wuhan. There is something to it now Proof that
2019-nCoV travelled from human to human, as well as through decades of events. Besides,
family clusters involving individuals with no recorded travel to Wuhan have been identified from
Guangdong Province. There had been relatively few incidents of or outbreaks in hospital Infections
of health staff, a common characteristic of MERS and SARS. On 23 January 2020, the number of
confirmed cases registered for 2019-nCoV rose by 267 after the last condition update released
on 22 January 2020. As of 23 January, China has registered cases in 25 provinces. Twenty-five per
cent of confirmed cases identified by China has been graded as seriously ill by the Chinese health
authorities of Province of Wubei.
Without a vaccine and insufficient medical resources to cure the disease, non-pharmaceutical
treatments are the only option to control the pandemic. Unprecedented global travel sanctions
and home-stay directives have caused the most significant damage to the global economy since
the Second World War. With international travel bans affecting more than 90 % of the world’s
population and broad sanctions on public meetings and citizen movement, tourism effectively
ended in March 2020. Early reports of impacts on air transport, cruises and hotels have been
damaging. According to UNWTO, existing scenarios suggest a drop of 58% to 78% in international
tourist arrivals for the year, depending on the level of containment and length of travel restrictions
and border closures, although the forecast remains somewhat unpredictable. The scenarios
represent three potential patterns of monthly transition in arrivals from April to December 2020
assuming that travel restrictions begin to be abolished and national borders opened in early July
(Scenario 1:-58 per cent), early September (Scenario 2:-70 per cent) or early December (Scenario
* CEO, HAATS, Delhi.

** Faculty , DTHM, Jamia Millia Islamia, Delhi.
Global Impact of COVID-19 on Tourism Industry: A Comparative Study with Other Pandemic and Deadly Events 289
3:-78 per cent). These possibilities would put 100 to 120 million direct workers in tourism at risk.
This is by far the worst outcome of the unprecedented cycle of foreign tourism since 1950, which
will bring an immediate end to a ten-year process of sustained growth following the financial crisis
of 2009.
The opinion shared by the UNWTO Panel of Experts points to the beginning of the revival of
foreign demand, mainly in 2021. According to panel analysts from all over the world, domestic
demand will recover better than foreign demand. Considerable problems exist, beginning with
the uncertain duration of the pandemic and travel bans, in the sense of a global economic crisis.
Countries around the world are adopting a wide variety of steps to minimise the effects of the
outbreak of COVID-19 and to encourage the development of the tourism industry.
OBJECTIVE OF THE STUDY
¾¾ The chapter addresses a comparative study of the global impacts of tourism by COVID-19 with
past pandemics and other forms of global disasters.
Worldwide curfews, quarantines, and similar prohibitions were in effect which is defined
as stay-at - home orders, shelter-in-place orders, shutdowns, or lockdowns, related to the
COVID-19 pandemic and developed to prevent further spread of the severe acute respiratory
syndrome coronavirus 2 (SARS-CoV-2) that triggers COVID-19.
Global air travel had already distributed the virus to all continents and had been developed
in 146 countries by mid-March. The number of reported infections worldwide has rapidly
doubled.
Countries and regions worldwide have imposed lockdowns to varying degrees. Some
provide absolute movement control, while others imposed time-based constraints. Mostly,
only important companies remain accessible. Schools, universities and colleges have either
closed globally or geographically in 73 countries, affecting about 72.9% of the world’s student
population.
India is also under tremendous threat from this deadly virus. One in 15 people over 10 in India
had been subjected to COVID-19 by August, according to the latest serosurvey conducted
by the Indian Medical Research Council (ICMR). These surveys include measuring the blood
serum of a portion of the population. Furthermore, the study indicates that 7.1% of the adult
population above the age of 18 showed signs of previous exposure to the virus. This is a
massive leap over the 0.73 per cent recorded during the last serosurvey. The total population
of India is estimated at 1.3 billion. According to the current ICMR report, more than 60 million
people in India may well have been infected with the virus, almost double the number in the
world. Recently, the total number of COVID-19 cases in the country was 6,310,267 based on
officially available data. India is just second in the cumulative number of cases worldwide after
the US (7,447,282).
COMPARATIVE STUDY OF TOURISM IMPACTS (COVID VS OTHER PANDEMICS)
Global, regional and local travel controls instantly impacted national economies, including tourism
networks, i.e. world travel, domestic tourism, day tours and categories as varied as air transport,
cruises, public transport, hotels, cafes and restaurants, conferences, concerts, meetings or sporting
events. With international air traffic slowing dramatically as a result of the crisis, and many
countries implementing travel restrictions, border closures, or the implementation of quarantine

periods, international and domestic tourism declined dramatically over weeks. Countries were
unable to send passengers home, which included hundreds of thousands of people in all parts of
the world in the case of large outbound markets.
The standard expectation is that tourism will recover from recent crises. There is, however,
much evidence that COVID-19 would be distinctive and revolutionary for the tourism industry.
Governments are just starting to realise that, unlike other business sectors, tourism revenue is
potentially wasted when unsold potential – for example in hotel industry – cannot be promoted in
subsequent years, with related consequences for employment in the field.
AGAINST THIS BACKDROP OF A QUICKLY EMERGING GLOBAL PANDEMIC, THE AUTHOR
HAS TWO INTERRELATED PRIORITIES.
I. To objectively evaluate the effect of past pandemics and other deadly events on global tourism.
II. Provides a quick review of the recorded impacts of COVID-19 on global tourism up to the
end of 2020, including confirmed national travel restrictions and reductions in air traffic and
accommodation.
MAJOR PANDEMICS AND THEIR IMPACT
It is important to remember that global tourism throughout the past has been subject to a wide
variety of crises. Significant adverse incidents between 2000 and 2015 include the 11 September
terrorist attacks (2001), the epidemic of an extreme acute respiratory syndrome ( SARS) (2003),
the 2008/2009 global economic crisis and the 2015 Middle East Respiratory Syndrome (MERS)
epidemic. None of them contributed to a longer-term downturn in international tourism growth,
and some of them are not even visible in Figure 1, with only SARS (-0.4%) and the global economic
crisis (-4.0%) contributing to a decrease in foreign arrivals (World Bank 2020a, 2020b). This would
indicate that tourism as a mechanism was immune to external shocks. There is, however, a
great deal of evidence that the effects and regeneration from the COVID-19 pandemic would be
exceptional.
Figure 1. Impact of major Crisis events on global tourism.

Figure2: List of Pandemics.US National Institute for Health for Allergies and Infectious Diseases.
The essential explanations for the increasing danger of a pandemic in the 21st century are a steadily
rising and transient world population; urbanisation patterns and human concentration; industrial
food processing in global supply chains; increased intake of high-quality food, including meat;
and the growth of international transport networks serving as vectors in the dissemination of
pathogens. Disease outbreaks such as SARS, Ebola, Marburg, hantavirus, Zika and avian influenza
are all recorded to arise from anthropogenic effects on habitats and ecology, high-risk areas for
the production and transmission of infectious diseases include wild disease reservoirs, agricultural
practises that increase interaction between wildlife and livestock, and cultural activities that
increase interaction between hurricanes.
As a result of global warming, the incidence of significant epidemics and pandemics has risen. It
is widely accepted that the three pandemics happened in the twentieth century. The so-called
‘Spanish’ flu or influenza of 1918-19: the ‘Asian’ flu (H2N2) of 1957 and the ‘Hong Kong’ flu of
1968. Four pandemics have already existed in the twenty-first century: SARS in 2002, ‘Bird Flu’ in
2009, MERS in 2012, and Ebola peaked in 2013-14, with the rise in pandemic outbreaks since 2000
closely linked to the climate change influences described above.
The SARS outbreak in 2003 was described as a WHO epidemic, with the majority of cases in China
and Hong Kong and clusters of cases in Taiwan and Canada as well. SARS has been researched in
the sense of tourism. Siu and Wong recorded that the overall economic effect on Hong Kong was
not as bad as anticipated. Still, that transport, tourism and retail were significantly affected as a
result of the short-term decline in visitation. SARS has an overall global economic loss of US$ 100
billion and US$ 48 billion in China alone.
In 2009, swine flu was described as a pandemic but was a comparatively mild occurrence. However,
the 2009 swine flu pandemic resulted in nearly 284,000 deaths worldwide. The implications of the
epidemic on tourism in Mexico indicate that the decline of almost one million foreign tourists
over five months has resulted in reductions of about US$ 2.8 billion, with the slowest return on
European markets.
At the time of the appearance of COVID-19, two other pandemics were involved. The first is the
extremely lethal MERS, a viral respiratory disease caused by a coronavirus (MERS-CoV), detected
in Egypt in 2012. MERS has gained substantial coverage in travel medicine literature due to the vast
number of people taking part in the annual Hajj pilgrimage to Saudi Arabia. The second is Ebola,
which has an overall mortality rate of about 50% across the multiple waves of the outbreak. The
first outbreak occurred in the Democratic Republic of Congo ( DRC) and Sudan in 1976, followed by
outbreaks in West Africa in 2014-16 and the DRC in 2018-19. The Ebola virus has been recognised
as causing more significant confusion and misleading expectations for African destinations that
have not been affected by Ebola. Ebola and MERS outbreaks have been influential in raising
awareness of the danger of global pandemics, even as this danger has not been identified or acted
upon beyond those concerned with health protection.
One of the main results of pandemic science is that travel is utterly fundamental to epidemiology
and disease surveillance. This also means understanding that transport and tourism are both
related to the transmission of disease and its economic effects and are significantly impacted by
NPIs as the hard fact is that we do not have the resources of the 21st century to combat COVID-
19. There is no vaccination or cure at all. Everything we have is the techniques used to control
epidemics in the early twentieth century. As we shall see, these seem to be rather economically
destructive. It is for this reason that particular attention is always paid to the effects of the
1918-1919 flu pandemic (Spanish flu), which was ‘one of the deadliest pandemics in modern
history, to consider the possible impacts of current pandemics.
While its roots were likely to be in the United States, the Spanish flu is referred to as the Spanish flu,
since Spain was the first country in which the disease was commonly publicised. There were also
limitations on the media during the war in many countries. The 1918-19 pandemic affected up to
500 million people (approximately one-third of the world’s population at that time) and resulted
in an estimated 21 to 100 million deaths (around 1% – 5% of the world’s population at that time).
The pandemic has spread in three waves across the globe and could thus be identified as the first
“new” pandemic marked by rapid movement across the global transport system (shipping and rail)
The Spanish flu is a virtual analogue for COVID-19, not only because of its similar virulence but
also because many of the NPIs used at the time was used to alleviate COVID-19 like quarantine,
travel restrictions. The analysis shows that the implementation of such measures in the case of
the 1918-19 pandemic decreased the death rate by about 50% and, if NPI interventions were
continued, the mortality rate was substantially reduced. However, although treatments have
seldom been continued for more than six weeks, the virus continues to spread until constraints
had been eased, resulting in widespread questioning of the efficacy of NPIs.
Given their known significant impacts, the economic consequences of pandemics remained
remarkably small, with most of the research being performed at the national level. Most of the
influenza trials were also typically performed in high-income OECD nations. The global economic
burden of a Spanish flu pandemic was equivalent to 12.6% of GDP, with the highest effects on
non-OECD countries. A more recent estimate estimated that, on a global scale, a relatively severe
influenza pandemic would result in 720 000 deaths and an expense of 0.6 per cent of global
income due to loss of income and mortality.
IMPACT OF COVID-19 ON AVIATION, TOURISM AND HOSPITALITY
Impact of COVID-19 is much more devastating as compared to other pandemics like SARS, MERS,
Ebola, and other severe global events. The relentless march of COVID-19 around the globe is, first
and foremost, a human catastrophe impacting the wellbeing of hundreds of thousands of people.
The implications of global steps to curb the pandemic are having an increasing effect on the world
economy.
With unprecedented travel constraints, the United Nations World Tourism Organisation expects
foreign visitors to decline by 20% to 30% in 2020 relative to the previous year. To put this in
perspective, It was also drawn a parallel with the 2009 epidemic with SARS, which contributed to
a fall of just 0.4% of the international tourist industry. The hospitality industry accounts for 10 %
of global GDP.
Production delays, originally in Asia, have now expanded to supply chains all over the world. All
companies, regardless of scale, face severe challenges, particularly those in the aviation, tourism
and hospitality industries, with a clear threat of significant sales declines, insolvencies and job
losses in specific sectors. Sustaining market practices would be incredibly difficult for small and
medium-sized businesses.
Figure 3: Decline Stage of Tourism & Hospitality in Pre COVID Stage. Source: BLS.
IMPACT ON AVIATION INDUSTRY

According to the International Civil Aviation Organisation, the latest forecasts suggest that
the future effect of COVID-19 on global scheduled passenger traffic relative to Baseline
(business as ordinary, planned initially) will be for the full year 2020 (Jan – Dec) with an
estimated loss ranged from 49% to 51% of passenger seats provided by airlines with a
cumulative loss of 2,788 million to 2,931 million passengers, and USD 375 to 395 billion
possible reduction in total airline operating profits for travellers.
In Q1 2021 (Jan – Mar), the overall reduction from 26 to 45 per cent of the seats provided
by airlines is anticipated, with a net decrease from 393 to 635 million passengers – Rough-
ly. USD 57 to 90 billion possible reductions in total airline operating profits for travellers.
The real impacts will depend on the duration and severity of the epidemic and control
steps, the degree of public trust in air transport and economic conditions, etc.
Figure 4: Downfall of Passenger Traffic and revenue in Aviation Industry. Data Source: ICAO
In figure 4, it is evident that the passenger flow is gradually decreasing from Quarter 1 to Quarter
3, and it is also observed that the estimated passenger traffic flow is expecting to increase 8% only
through we have stepped into a new normal stage.
Figure 5: Air Transport Reporting Form A and A-S plus ICAO estimates.. Data Source: ICAO
Figure 5 shows that the there is a maximum decline in total passenger traffic in compare to
previous years.
IMPACT ON TOURISM INDUSTRY

The COVID-19 pandemic has had a significant effect on the tourism industry due to the
following travel restrictions and the fall in demand among travellers. The tourism sector
has been severely affected by the spread of coronavirus, as many countries have imposed
travel bans to curb the spread of coronavirus. The United Nations World Tourism Organi-
sation reports that global international visitor arrivals will decline by 58% to 78% by 2020,
leading to a possible loss of US$ 0.9–1.2 trillion in international tourism. Expected trans-
port has reduced by 80–90 per cent in many of the world’s cities. Conflicting and unilateral
travel bans have arisen regionally and numerous tourist destinations around the world,
such as libraries, theme parks and sports stadiums, have been closed down. Current evi-
dence indicates a 65 per cent decline in overseas visitor arrivals in the first six months of
2020.
Figure 6: International Tourist Arrivals ( 2019 – 20). Source UNWTO
Figure 7: International Tourist Arrival by Month ( 2017 – 2020). Source: UNWTO.

Figure 8: International Tourist Arrivals ( 2010 – 2020). Source : UNWTO

Figure 6, 7 and 8 proves that the effect of COVID-19 is much higher that other pandemic and
events.
IMPACT ON HOSPITALITY INDUSTRY
The hospitality industry is expected to be hard hit. Experts say that domestic hotel firms will
face the weak Q4 FY20 and the weak Q1 FY21. March has borne the brunt of many large-scale
cancellations across the corporate, MICE and leisure markets. For the time being, Tier 2 and Tier
3 hotel markets in India are still seeing a minor erosion of revenue. Occupancy in at least the first
half of March was only partially lower considering the spreading of the virus in some regions.
In Europe, industry analysts have sought to forecast the impact on the global hotel industry for
2020 by predicting a profit reduction of 11-29%. The KHN, which represents restaurants, cafes
and hotels, has reported that emergency steps to restrict the spread of the virus are now having a
significant effect. Cancellation has increased by almost half-the KHN survey finds that hospitality
owners estimate that they will make losses of 33 per cent due to the emergency steps placed in
place by the government.
In other nations: Hotels across the U.S. are witnessing massive cancellations due to a pan-
demic that could kill up to four million jobs (50 per cent of all hotel jobs in the U.S.). The
total occupancy in Italy is down by 96%; the United Kingdom is down by 67%.
Figure 10 : Global RevPAR % Change 2019 – 2020. Source : HVS
Figure 11: Impact on GDP Growth Forecast in 2020 (Q3). Source: IMF.
Figure 12: Expected Revenue Loss in Indian Hotel Sector in 2020 (Q2). Source: MoT, STR & HVS.
It is observed that the hospitality industry across the globe has got a considerable slowdown, and
Indian hotel is has kept the highest hit by – 60 % compared to 2019.
CONCLUSION
Reopening tourism-related industries and managing their restoration in a manner that is
convenient, alluring to tourists and financially feasible will facilitate collaboration at a level never
seen before. The public sector may be ideally equipped to monitor this process in the context
of a fragmented SME ecosystem, large state-owned enterprises controlling entry points, and
the increasing impact of health-related agencies. As borders begin to reopen and the interest in
leisure rebounds in some regions, governments could take the opportunity to rethink their role in
tourism, potentially both helping and strengthening the sector’s recovery in the long term.
The return of demand for tourism requires travellers and workers in the tourism sector to feel
— and be — safe. Although international organisations such as the International Air Transport
Association ( IATA) and the World Travel & Tourism Council (WTTC) have developed a set of
guidelines to serve as a baseline, additional measures are being outlined by local regulators. This
leads to a low level of harmonisation of the regulations imposed by local governments.
One reason for this low level of confidence is confusion over the security measures currently
in place. Communication is, therefore, the key to increasing demand. Experience in different
countries indicates that prompt, transparent, consistent communications from public agencies
have had a similar impact on traveller demand. Digital solutions can be a useful tool to bridge
communication and ensure consistency of protocols between governments and the private sector.
In conclusion, it can be said that COVID-19 has the most devastating impact compared to other
pandemics, but the world is moving towards normalcy, and the tourism industry will rise again in
2021.
Plastic Debris Pollution in Coastal
39 Tourism Destinations
Bhaskar Sailesh* & Dr. Suja John**
1. INTRODUCTION
Coastal tourism and plastic pollution interlinked to each other. Plastic pollution negatively affects
the tourism industry. At the same time tourism industry contributes to plastic pollution. Tourism
is a global revenue-generating industry on which several economies thrive. Coastal tourism
destinations, especially the islands, attract domestic and international tourists in large numbers.
Their participation in leisure activities supports social-cultural and economic growth in the form of
employment, better standards of life, social security and infrastructure development.
Often, the rising popularity of coastal destinations results in an uncontrolled influx of tourists.
Due to this, the destination reaches its ecological carrying capacity - a situation where the use of
natural resources exceeds more than what the destination can offer without any environmental
issues. When destinations cross their ecological carrying capacity, it leads to environmental,
social and economic damages such as environmental pollution, reduced aesthetic value, loss of
biodiversity, social conflicts, changes in biogeochemical cycles, reduced tourism, job losses and
increase in illegal activities.
In coastal tourism destinations, plastic pollution is one of the major environmental issues that
arise from unsustainable tourism. Tourists and tourism businesses are daily consumers of plastics
products. When plastics are improperly used and disposed of, they end up in coastal waters and
harm marine habitats leading to ecosystem damages. It also reduces the aesthetic value of the
natural surroundings which are an important asset for tourism. Such impacts reduce tourist
arrivals and harm tourism businesses and eventually affects the destinations’ economy.
2. TOURISM IN COASTAL REGIONS
Coastal environments are regions where the land and coastal waters meet. These regions
include shores, beaches, wetlands, estuaries, bays, lagoons, backwaters, shallow reef waters and
mangrove marshes. Worldwide, these regions are among the most sought after destinations for
* PhD Scholar, Christ (Deemed to be University), Bangalore, Karnataka.

** Associate Professor, Christ (Deemed to be University), Bangalore, Karnataka.
coastal and marine tourism. Coastal tourism is shore-based activities such as swimming, surfing,
sunbathing, beach sports and other coastal recreation activities that take place on the coast
(Miller, 1993). Marine tourism is sea-based activities such as boating, yachting, cruising, deep-sea
diving, nautical sports, reef diving and other activities which take place within coastal waters
(Kollmuss & Agyeman, 2002). UNWTO (2019) statistics indicate that over 80% of global tourism
occurs in coastal destinations. Their statistics also stated that all the countries in the top ten list for
international tourist arrivals and tourism receipts in 2018 were countries with a coastline. Island
destinations such as Maldives, Bali, The Philippines, Andaman & Nicobar Islands, Lakshadweep
Islands, Pacific islands and The Caribbean islands strongly rely on tourism as their primary source
of income. Tourism in coastal destinations supports the development of the economy, socio-
culture and natural environments.
2.1 Contribution of Tourism to a destination
2.1.1 Economic contribution
Coastal regions attract all types of tourists from honeymooners and hippies to families and
old couples. They bring in huge revenues to the destination and supports economic growth
in the form of employment, contribution to Gross Domestic Product (GDP), infrastructure
development, strong multiplier effect and tourism spending. Indirectly, tourism supports
secondary businesses such as vegetable suppliers, local vendors, banks, insurance companies,
Forex agents, food suppliers and research activities. For example, the vendors who supply
fruits and vegetables to restaurants, the organizations which provide security services to
hotels, the banks which offer travelers’ cheque to tourists or insurance companies which
protects tourism businesses against any losses.
2.1.2 Socio-cultural contribution
Tourism has supported community growth and development and helped secure better
standards of life for the residents. Tourists’ experience of local traditions and customs has
given them a sense of cultural pride as well and has encouraged the growth of small scale
businesses such as cottage industries. Additionally, it also promotes arts & crafts centres
which educate the resident populations on cultural arts, performing arts and craftworks.
2.1.3 Environmental contribution
Tourism also aids in environmental preservation and conservation. In many coastal destinations,
a part of the revenue earned from tourism is used for conservation of coral reefs, exotic
and rare marine species and island ecosystems. It also helps in the rehabilitation of marine
ecosystems and provides a haven for vulnerable or threatened marine species. Besides these,
it also promotes sustainable tourism among tourists.
Although these benefits are recognized and valued, tourism has contributed negatively to
plastic pollution and threatened the health of marine environments of coastal regions.
3. PLASTIC POLLUTION
Plastic pollution primarily comprises of plastic debris. Plastic debris is the persistent solid material
that is deliberately or accidentally, disposed of into the marine environment (CBD, 2012). In the
past 50 years or so, the consumption of plastic has increased more than twenty times while plastic
manufacturing rate has arrived at an annual rate of 320 million tonnes (Jyothsna & Chakradhar,
2020). With the increase in usage, plastic debris has harmed the marine environments in several
Plastic Debris Pollution in Coastal Tourism Destinations 301
parts of our planet (GESAMP,2015; Kumar et al., 2019). Approximately, there are over five trillion
plastic pieces are weighing more than 250,000 tons, spread across the vastness of the oceans.
Many of these plastics are already disintegrating into smaller microplastics, microplastics and
nanoplastics (Eriksen et al., 2014; Villarrubia-Gómez et al., 2018). Microplastics are tiny particles
under 5mm while nano plastics are under 100mm. They present in the air, soil and freshwaters,
coastal waters, plants and animals (CBD, 2012).
Over 80% of these plastics are from land-based sources such as textile mills, chemical manufacturing
companies, pharmaceutical companies and cosmetic industries (Critchell et al., 2016). These
include cigarette buds, empty cosmetic bottles/tubes, alcohol bottles and food packets. The other
20% originates from ocean-based sources such as abandoned, lost or intentionally discarded
fishing gear, plastic ropes, broken parts from boats and ships, thermocol foams and waste materials
discarded off from cargo and cruise ships (Laglbauer et al., 2014; Critchell et al., 2016; Lohr et al.,
2017). These source of marine pollution are pervasive to sensitive habitats, marine ecosystems
and commercial activities such as tourism and fisheries (Lohmann et al., 2017).
3.1 Sources & Pathways of Plastic debris
There are several pathways through which plastic debris can enter the coastal waters such as
drains, rivers, runoffs and wind. Plastic debris originating in coastal and inland destinations can
end up in rivers and carried to coastal waters. In large fast-flowing rivers with no obstacles, macro
and microplastics can move rapidly downstream directly into coastal waters. In smaller rivers
though or rivers with the disruptive flow, plastics can sink and persist in river sediments. Besides
rivers, climatic and weather conditions can also facilitate or restrict the movement of plastics. For
example, floods triggered by heavy rains can flush out plastic debris bound up in sediments and
speed up its transport it to coastal waters.
There are several pathways through which plastic debris can enter the coastal waters such as
drains, rivers, runoffs and wind. Plastic debris originating in coastal and inland destinations can
end up in rivers which are then transported to coastal waters. In large fast-flowing rivers with no
obstacles, macro and microplastics can move rapidly downstream directly into coastal waters.
In smaller rivers though or rivers with the disruptive flow, plastics can sink and persist in river
sediments. Besides rivers, climatic and weather conditions can also facilitate or restrict the
movement of plastics. For example, floods triggered by heavy rains can flush out plastic debris
bound up in sediments and speed up its transport it to coastal waters.
4. PLASTIC DEBRIS ORIGINATING FROM TOURISM ACTIVITIES
Several studies conducted in coastal destinations have found tourism industry to be responsible
for plastic pollution (Sridhar et al., 2009; Laglbauer et al., 2014; Veerasingam et al., 2016; Retama
et al., 2016; Lohr et al., 2017; Bertella et al., 2020). Plastics are used extensively in accommodation
facilities, food & beverage sector, tour operators and travel agents, recreational facilities, transport
sector and by the tourists themselves.
4.1 Accommodation
Accommodation establishments include hotels, lodges, resorts, hostels and other places
where tourists spend the night during their holidays. There are several products used by these
establishments which come in plastic containers. For example, bathroom amenities such as
toothbrush and hair combs are plastics. The skin creams, shaving creams and toothpaste contain
microplastics in them. Similarly, guest clothes after cleaning are wrapped up in transparent plastic
covers before handing them to the guest. The raw materials received by the hotels for their daily
operations are often packed in plastics which are later discarded.
4.2 Food & Beverage
The food and beverage sector included restaurants, food kiosks, pubs, bars, lounges, fast-food
outlets, street food vendors, food trucks and food caterers. This sector is a heavy user of plastics.
For example, plastics are used for packing food items, straws are used for drinking cocktail,
mocktail, juices, squashes, milkshakes and other beverages, for outdoor catering service, cutleries
and cookeries are made of plastic are used. The food ingredients received in food outlets are
packed in plastic bottles, packets and sachets.
4.3 Tourism Promotion
Promotion of tourism sites, products and offers are necessary for the growth of tourism in emerging
destinations and for staying competitive in the developed tourism destinations. Promotional
materials in the form of pamphlets, brochures and coupons are often covered with transparent
plastic to enhance its look. Similarly, tourists purchase merchandises and gift items made of plastic
or packed with plastic.
4.4 Recreational activities
Recreational activities are leisure activities which tourists experience during their holidays. In
coastal regions, recreational activities include swimming, sunbathing, beach sports, water-based
activities, wildlife watching, etc. These activities also add to plastic pollution. For example, for
swimming, tourists use beach wears which are made of synthetic fibres. These fibres are exposed
to saline waters and sunshine (heat) and after a while, they degrade into plastic fibres and
fragments. Similarly, motorboats, ferries, banana boats, water cycles, jet skis and paddle boats
used for tourism purposes are all made of plastics. Under the exposure to saline waters, these
plastics photodegrade into smaller, microplastics and nanoplastics.
4.5 Tourists
In many cases, tourists themselves are responsible for plastic pollution. Tourists are known for
improperly disposing of plastic trash in beach areas such as cigarette buds, empty cosmetic bottles/
tubes, alcohol bottles and food packets. They discard many of these plastics in the destination itself
so as not to carry any extra weight during their return journey. Most tourists stress on convenience
factors more than sustainability issues. Studies have found tourists to display unsustainable
behaviour during their holidays which cause harm to the environment (Jang et al., 2014; Bertella
et al., 2020). Cost is another factor which tourists give importance to over sustainability issues. For
example, during the planning stage, tourists often give priority to transport and accommodation
facilities which are cost-effective rather than environmentally friendly. They choose to ignore the
plastic footprint they are leaving behind at the destination.
These are just a few examples. There are thousands of other ways in which plastics are present in
the tourism industry. Several tourism destinations lack the infrastructure necessary to effectively
process plastic wastes due to which they eventually get washed away into coastal waters. Some
tourism businesses use recycled plastics which might seem to be a good substitute to virgin
plastics. However, a recent study conducted by Budin et al. (2020) showed that children’s toys
made from recycled plastic had significant levels of hazardous chemicals. Once plastics enter
marine environments, they harm marine ecosystems. Such negative impacts hit us back in the
form of economic and socio-cultural losses recovering from which is extremely difficult.
5. IMPACTS OF PLASTIC POLLUTION ON TOURISM
5.1 On Marine ecosystems
Plastic debris has affected over 600 marine species worldwide (CBD, 2012; UN Environment, 2017).
Plastics can photo-degrades into micro and nano plastics and block digestive tracks of marine
animals and affect their normal feeding habits (Villarrubia-Gómez et al., 2018). Each year, several
marine species such as dolphins, turtles, seals and sea lions die due to plastic entanglement and
ingestion. In beaches around the world, frequent incidents are reported on microplastics as a
threat to birds and other animals which accidentally ingest them (Bertella et al, 2020).
Box 1 - Tourism linked plastic pollution damages the Great Barrier Reef
The Great Barrier Reef is a UNESCO Heritage site in the
northeastern coast of Australia. Considered as the home to
world’s largest collection of coral reefs, it supports over 400
types of corals, 1500 species of fishes and 4000 types of mollusc.
Plastic debris is a significant threat to the reef. Over 80 per cent
of marine litter found in the reef are plastics, which can break
up into smaller pieces and travel long distances and affects a
wide range of reef dependent species.
Plastic debris is harming marine species such as turtles,
prawns, dolphins and seabirds. Further to that, plastic debris affects tourism benefits, such
as leisure, local businesses, tourism and aesthetics of the reef. Local communities including
the Aboriginals and Torres Strait Islander are also affected as their heritage values like
totem species and other sites of significance are losing its prominence. Removing plastics
from shore areas and deep seas are very expensive and time-consuming. Therefore, tourism
stakeholders, community members and the government should pool in their resources and
opt for sustainable options aimed at minimizing wastes and undertake stewardship activities
to reduce the impacts of marine debris on the reef.
5.2 On the Economy
Plastics pollution reduces the aesthetic value of a region which hampers industries such as tourism
and recreation and leads to economic losses. For example, a study conducted by Jang et al. (2014)
in the Falkland Islands revealed that polluted beaches and degraded coral reefs had led to reduced
tourist arrivals and added to the cost of beach cleanup activities. Reduced tourism affects the local
businesses as well that entirely rely on tourism.
5.3 On safety of tourists and locals
Plastic debris comes with varying sizes and shapes. They often get covered under the sand due to
wind and wave movements and poses a threat to tourists and locals using the beach. Safety issue
for beach tourists also arises from plastic wastes. Broken plastic parts, medical waste, fishing lines,
discarded syringes, and possibly from bacterial contamination of discarded hygiene waste (e.g.
rubber gloves and face masks) all pose safety issues to tourists and locals (Sheavly and Register,
2007).
5.4 On the local communities

During the growth stage, the destination attracts tourists as well as tourism businesses.
Uncontrolled tourism leads to environmental issues such as plastic pollution and makes coastal
destination unfavourable for tourism. While, tourists have the luxury to move on to other cleaner
destinations, the local communities who have nowhere else to go, feel its impact. Existing local
businesses suffer badly leading to the closure of business, unemployment, increase in crime,
protests and social insecurity.
Box 2 - Local communities affected due to closure of tourism in Borocay island
Boracay is a well-known tourist destination with an annual tourist arrival of around 2 million
tourists. It is an exotic island located in the central Philippines. Known for its picturesque
resorts, white sand beaches, and aquamarine-coloured waters, Boracay is a tourist’s delight.
However, in April of 2018, the government of the Philippines closed the island for tourism
after realizing the way tourism was destroying the paradise was. He proclaimed the once
unspoiled tourism hotspot as a Cesspool that was contaminated by the negative impacts
of tourism. Unmonitored tourism supplemented with thousands of plastic debris floating
around the shorelines had polluted the clear blue waters.
Although suspending tourism in Boracay had improved its natural environment, over 30,000
locals working in the tourism sector were vulnerable to displacement, financial insecurity,
and unemployment. This is a typical example of how locals entirely dependent on tourism
for a livelihood. Regrettably, in the case of Boracay, residents could not adapt to non-tourism
sources of livelihood when the island was closed for tourism. The negative environmental
and cultural footprints tourists had left behind had a lasting impact on the locals.
5.5 On the food we eat
Seafood consumptions are also under threat due to plastic pollution. Studies have confirmed
the presence of microplastics which are not just settling down in marine environments but are
entering the food web (Rochman et al., 2015). Recent studies have shown that microplastics
infiltrate our bodies through the food and water we drink (Allen et al., 2019). De Wit & Bigaud
(2019) confirmed that an average person consumes about 1769 tiny microplastics each week from
drinking water making it the greatest source of microplastics in our diet. Microplastics are also
present in the fruits and vegetables we eat. A study conducted by Conti et al. (2020) has confirmed
the presence of significant amounts of microplastics in apples, carrots and broccoli. Therefore,
mitigating plastic pollution is extremely critical for a healthier future of marine environments and
human livelihoods.
6. MITIGATION MEASURES
Mitigation measures are steps taken to preserve, conserve or repair the damages done to the
natural environment by human activities. Natural environments are an asset for tourism.
Regrettably, the unsustainable use and disposal of plastics by the industry players has degraded
the marine ecosystems of seaside destinations. Besides, it is expensive and time consuming to
pick up and remove plastic debris from beaches and coastal waters. In the case of micro and nano
plastics, it is nearly impossible. Even if we can remove them, the transportation and processing
of plastic debris add to the already high cost of environmental conservation. Therefore, the only
practical solution to curb plastic pollution is to eradicate it at its source by taking steps to ensure
that plastics don’t leak into marine environments. Earlier studies have concluded that due to the
global differences in the cause of plastic pollution, mitigation solutions will be effective only if
they are context-specific and if local conditions are considered (Jambeck et al., 2015; Löhr et a.,
2017). Tourism stakeholders, primarily, the tourists, tourism businesses and the local communities
should adopt mitigation measures to ensure marine environments remain clean and healthy.
6.1 Tourists behaviour
Unlike other types of pollution which can also occur naturally, plastic pollution arises solely from
human activities. Human behaviour is considered the sole source of plastic litter, which means that
changing perceptions and behaviour is the key to sustainable development (Zipf, 2016; Pahl et al.,
2017). Tourists, being the primary stakeholder of the industry, should be encouraged to adopt
sustainable behaviour during their travels. These behaviours include activities such as staying in
hotels following sustainability, using public transport, consuming local food and most importantly,
reducing the use of harmful products such as plastics. It will not only add to environmental benefits
but also inspire other stakeholders to practice sustainability.
6.2 Environmental Awareness
Environmental awareness means knowing the impacts of human behaviour on the environment.
It represents an individual’s understanding and concern towards the environment and encourages
a strong responsibility towards environmental protection. Tourists can be made aware of the
impacts of plastic pollution on the natural environment in their hometowns as well as tourism
destinations. In their hometowns, academic institutions can lead the way by implementing
environmental courses containing information on the sustainable use of plastic products and
conducting field trips to environmentally fragile destinations. Additionally, media can also play
a role by alerting the people about emerging environmental issues related to plastics and shape
public opinions which can lead to sustainable behaviour.
6.3 Eco- tourism activities
Eco-tourism strictly prohibits and discourages the use of plastics and plastic products. Eco-tourism
activities are those activities which use products and services which do not harm the natural
environments in tourism destinations. These activities involve travel to lesser-known destinations
which are clean, pristine and untouched by human civilizations. Besides offering enjoyment
to tourists, eco-tourism can help the locals communities as well to secure a quality livelihood.
Eco-tourism activities encourage the use of renewable sources of energy, water conservation,
use of recycled products, consumption of sustainable seafood, environmental education, beach
cleanup activities and tree plantation drives.
6.4 Local community involvement

Local communities are people residing in the destination and are directly associated with tourism.
Worldwide, tourism in coastal destinations has supported the communities by providing them
with a source of livelihood. Plastic pollution can affect the tourism industry without which the
livelihood of these communities can come under a threat. Therefore, maintaining a clean and
healthy destination can ensure the continuous and controlled inflow of tourists. Local communities
can offer their insights about the destination and its features to tourists. At the same time, they
can support the government by ensuring that tourists and other stakeholders are following
sustainability protocols. For example, in several islands of Southeast Asia, community members
earned their livelihood by reef fish hunting and smuggling corals. With sustainable growth of
tourism, they have abandoned all smuggling activities and have become reef protectors. They
actively patrol the seas and catch hold of intruders and smugglers. They also offer their insights to
tourists as reef guides and educate them about the importance of coral reefs.
6.5 Government Interventions
In several destinations, governments take an active role to ensure stakeholders are practising
sustainability. Local municipal bodies can coordinate with other organizations and formulate
programs and policies such as environmental awareness campaigns, eco-friendly activities
and certifications for businesses and academia. If need be, governments can adopt some hard
measures such as collecting environmental tax from businesses and tourists and collecting
refundable payments for carrying plastic bottles in marine environments. Additionally, they can
put a complete ban on products made of plastics and collect fines from tourists and tourism
businesses who fail to follow such rules.
Box 3 - Return of Sharks in Maya Bay after closure of tourism
Maya Bay, on the island of Phi Phi Leh, was closed for
tourism in 2018 after officials claimed a sharp rise in
visitors had severely damaged the environment. Before
the bay was closed, up to 5,000 tourists were visiting the
bay every day. The wastes generated by tourists which
mostly comprised of plastic debris had severely damaged
the coral reefs resulting in the death of several reef
dependent species. Additionally, the beach had also
suffered severe sand erosion and interrupted the natural process of sediment replenishment on
the beach. The ecosystem desperately needed time to recover.
A year after the closure, the ecology of Maya Bay
showed signs of recovery as the number of corals had
grew followed by frequent visits of blacktip reef sharks.
There were also signs of smaller marine life reappearing
in the bay waters as a result of zero tourism activities.
Before the closure, monkeys living in the nearby forests
were driven away to protect the tourists. Now the
monkeys were back on the beaches. The fish population
also had increased by 200 per cent and sea birds such as egrets, herons and kingfishers had
returned to the bay
7. CONCLUSION
Plastic pollution is a major environmental issue affecting marine environments, destination
economy and local communities. Plastic debris originates from land as well as sea-based sources
and ends up in coastal waters through rivers, streams, wind and other pathways. Its impacts are
felt deeply among all the stakeholders. Therefore, mitigating it is critical in coastal regions which
harbour fragile marine ecosystems. Now the question is, what role are we going to play to eradicate
this environmental issue. Sooner or later, we will go on holidays to coastal destinations with our
families, friends or colleagues. How we behave as tourists will define us among the destination
stakeholders. Our actions will be detrimental to the natural environment of the destination or,
it will support its sustainable growth and development. So the question is, would you prefer to
continue with your old behaviour or, would you be willing to adopt and practice sustainability at
the destination?
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Bio Sketch of Contributing Authors
Dr. Nimit Chowdhary is an engineer, MBA and PhD in Management. He is professor and Head of
the Department of Tourism and Hospitality Management at Jamia Millia Islamia. He has more than
27 years of academic experience. Of which close he has been a full professor for 14 years in India,
China and Mexico. He is a recipient of AICTE Career Award for Young Teachers; SIDA Fellowship,
Sweden; Guest Scholarship, Sweden; Linnaeus Palme Exchange Programme Grants, Sweden;
PIMG Research Excellence Award, Gwalior; Scholars’ Grant (EMTM), Erasmus Mundus, Europe
among others. Recently he was chosen for prestigious LEAP programme at Oxford University. He
has supervised 15 PhDs, authored eight books, edited two books and contributed more than 120
papers. He has travelled extensively to around 40 countries.
Uswathul Hasana H is a full-time Ph. D research scholar in the Department of Tourism Studies,
Pondicherry University under the guidance of Prof. Sampada Kumar Swain. She is a rank holder
in both her Bachelor’s and Master’s in Tourism and Travel Management. She has been awarded
the Junior Research Fellowship by UGC and her areas of interests include Ecotourism, Sustainable
Tourism Development and Community-Based Tourism.
Prof. Sampada Kumar Swain, working as Head, Department of Tourism Studies, has obtained
all his degrees (Graduation, PG, Ph.D. & D.Litt.) from Utkal University, Bhubaneswar. He served
in RCM, Bhubaneswar prior to joining Pondicherry University in 2004 as a lecturer. He was on
deputation to IGNTU, Amarkantak, MP as Professor from 2012 to 2018. He published three dozen
research papers, two edited books, and one reference book. Prof. Swain has co-authored a book
titled “Tourism Principles and Practices, published by OUP. His areas of research interest include:
Sustainable Tourism, Ecotourism, Responsible Tourism, Community-based Tourism, Destination
Image and Social Tourism.
Prof (Dr) Sudhir Andrews is a graduate of English Literature (Honors) from St. Stephen’s College
Delhi, and an MBA from IIM Ahmedabad. He is the first MBA from the IIMs to join the Hospitality
Industry in 1971 when he joined the Oberoi Hotels. He rose quickly to Corporate Head the
Human Resources of the Oberoi Hotels and set up the Oberoi Hotel School (now referred to as
OCLD) as the Director. He later led the Human Resources of ITC Welcomgroup and rose to be the
Member Personnel on the Divisional Board. He also commissioned the Welcomgroup Graduate
School of Hotel Administration in Manipal, Karnataka. He later joined the Government and was
Principal of The Institute of Hotel Management and Catering Technology, Pusa, Delhi. He was
sent on a Fellowship by the Government of India to Ireland and England, bringing back a model
of Hospitality Education. He was on the Boards of the National Council of Hotel Management and
Catering Technology and several IHMs in the North and West of India. He was on the National
Hotel Classification Committee and also worked with the UNDP, ILO and WTO on education and
training projects.
Bio Sketch of Contributing Authors 311
He moved to Dubai and spent 15 years serving as a Director HR of a prestigious Hotel Chain,
Group Vice President HR for a multinational Arab company, Consultant to the Ruler of Dubai, and
Consultant with a British HR Firm. He set-up the first Arab Hotel School in UAE in collaboration with
Hotel School Montreaux, Switzerland. He was the Dean of the Hospitality School at IIMT Oxford
Brookes, Gurgaon for a year. He is the first author in India of 11 Hospitality books published by
McGraw-Hill Education Publishing. They are accepted as the official textbooks/reference books of
hospitality education in India and South-East Asia. He is presently a thought leader giving specialist
lectures in universities and colleges all over India. He is affectionately considered as “The Father of
Hospitality Education in India”.
Dr. Masood Aslam is graduated in Hotel Management from IHM, Lucknow, and Management from
AIMA, New Delhi, Master in Tourism Management, from Madurai Kamaraj University. He did his
Ph.D. in Tourism from Bhim Rao Ambedkar University, Agra. He has more than thirty five years of
experience in teaching as Senior Lecturer at the Food Craft Institute, AMU,Aligarh. He has earned
many awards in academic domain and has published a paper in UGC Care Journal and presented
twelve research papers at National and international Seminars. He also contributed writing two
chapters in Food Production for study material of Uttrakhand University. His area of specialisation
is Food Production as Hotel Management Subject.
Prof. Ravishankar Balakrishnan has been working as an Assistant Professor at the School of Hotel
and Tourism Management, Vellore Institute of Technology, Vellore, Tamil nadu. He has 20 years
of industrial experience from renowned hospitality organizations in India and abroad and he has
2 years of teaching experience in VIT. He had worked in ITC Park Sheraton Hotel and Towers in
Chennai, ITC Welcom Heritage Calve in Puducherry, Jumeirah Burj Al Arab in Dubai, UAE. Hilton
Qasr Al Sharq-The palace of the Orientin Jeddah, Kingdom of Saudi Arabia. IHG Al Bustan Palace in
Muscat, Sultanate of Oman. GRT Group of Hotel & Resorts in Chennai, Radisson Park Plaza, Salem,
and Benzz Park in Vellore. Prof. Ravishankar authored two book chapters named ‘Exploring B2B
marketing based on customer perception of tourismfor airlines and hotels’ and ‘The post-pandemic
challenges and opportunities of the Indian travel industry: An overview of the airline sector’. He
has a credit for three research review papers in national and international journals, such as ‘Journal
of Critical Reviews’ - Scopus indexed journal, ‘International Journal of Research in Engineering
Science and Management’, and ‘Internal Journal of Advance Research Ideas and Innovations in
Technology’. He had presented a paper during the 2nd National Conference on Hospitality and
Tourism Sectors on ‘Global Perspectives and Challenges in the Hospitality and Tourism Sectors’
held at AURO University in Surat, Gujarat.
Sanjiv Kumar Sharma, serving with SRM University Sikkim, India as an Assistant Professor (Selection
Grade) in The School of Hospitality & Tourism Studies. He is also Pursuing Ph.D. in Hospitality
and Tourism. Mr. Sharma has 16 years of rich and inimitable blend experience in Hospitality
Operations (Hotels & Cruise lines UK, USA) setting up and launching of New Hotels & Academician
in renowned accredited Hospitality/Hotel Management institutions. After his M.B.A in Tourism
& Hotel Management, DHMCT & Hospitality Manager Leadership Training from The American
Hotel & Lodging Educational Institute (AHLEI) he brings with him a fine balance of Academics
and Industry experience with unique dual responsibilities. He is associated with IGNOU as an
approved academic councilor for Hospitality & Tourism subjects and Board of Studies Member for
Hospitality & Tourism at RGU a State Govt. University West Bengal, India.
Ved Khanna Born in 1965 in Delhi and brought up with a middle class family background and an
alumni of the University of Delhi, he grew up with a desire to have the adequate privilege and
opportunity travel different parts of India and know its cultural and heritage values. Fortunately
he got his fascination fulfilled and he could join and become a part of this tourism industry in 1986.
Gradually learned the skills about the destinations in India though he was too junior a staff to get
the up to live his expectations but time came when he had the moment after being a part of this
sector and serving for known and established tour operators in the country and worldwide and it
was no less than any institution which had provided the very knowledge and experience not only
about the destinations in India but also the customer desire and demand about their selection and
the tourism market in India.
Luckily he was placed in the offices in Connaught Place, Delhi and besides the working knowledge
and experience that he was gathering from my job, he had developed his habit of buying travel
books from a famous book agency in Connaught Place, New Delhi which was close to his office
and all his self-made tutorials made him aware about the depth of the destinations and gave him
the insight virtual experience.
Lately he could got the much awaited opportunities of visiting places and becoming part of
familiarization tours to have the final and real experience of what tourism is all about. In 1994
he quit his job and started his own venture of looking after the domestic tourism services in
India and gradually grew up his business and in 2012 he converted my organization into a private
limited company and tried to make their online business presence as www.tourwala.com and my
company TOURWALA ENTERPRISES PRIVATE LIMITED got its new identity and all his efforts are
made to establish this small brand into a known one at some point of TIME.
Amanjeet Bhalla is an alumnus of IHM Bengaluru with 15 years of academic experience in

hospitality education. He is a thorough professional pursuing PhD. He already has two master
degrees in Hotel Management and Catering Technology and Business Administration respectively
besides a bachelor’s degree in Hospitality & Hotel Administration.
Parambir Singh, an alumnus of Army Institute of Hotel Management & Catering Technology,
Bengaluru, with more than 16 years of total experience (1.5 years in industry and 15 years in
academics). He is pursuing PhD and has completed MBA Hotel Management from PTU, Jalandhar
besides a 4 year BHM.
Amit Gupta an alumni of the IHM Bhopal with 20 years of experience, worked in the industry for
7 years and 13 years into the academics, with strong interpersonal skills. A qualified professional
with qualification of 3 years DHM with 2 years of PGDM in Retail Management, and pursuing
MTTM from IGNOU.
Pankaj Kumar is an Assistant Lecturer in IHM Lucknow, Department of Food Production ( BTK)
with a total experience of 8 Years 2 monts. His is a M.Sc in Tourism and Hospitality management
and NHTET Qualified.
Deepti Yadav is an Assistant Lecturer, IHM Lucknow , department of Food Production. Her total
teaching experience is 4 Years 11 months. She has completed in M.Sc in Hospitality and hotel
Administration. She is a Certified Learning Facilitator (CLF). Her publications are:
A Study on Recruitment Policy over Human Resource Practices in Hospitality Sector.
Impact on factors in employee retention and turn over in hospitality industry with special reference
to hotels of Varanasi.
The World We Dream To Live In And The Opportunities We Hope To Have In Future: Accessible
Tourism in Madhya Pradesh.
Importance Of Information From Social Media For Aspects Of Travel Decisions, Among Users Of
Social Media Of Lucknow.
Ganesha K S is currently Research Scholar at Department of Business Studies, Central University

of Karnataka, India. He has experience in Corporate, Teaching and Research. His primary research
interest is in Tourist Behaviour, Social Media, Sentiment Analysis. He has presented at multiple
conferences and published articles in journals.
Dr. Ganapati B Sinnoor is an Assistant Professor at Department of Business Studies, Central

University of Karnataka, India.He has experience in Corporate, Teaching and Research. His primary
research interest in Tourism, Consumer Behaviour, Entrepreneurship. He has presented at many
conferences and published articles in journals.
Dr. Kota Neela Mani Kanta is currently working as Assistant Professor in Department of Tourism
Management, Vikrama Simhapuri University, Nellore, India. He has ten years of rich teaching
experience in the subjects of Marketing, Operation Research, Economics, Statistics and Production
Management. His area of research interest is in the fields of Strategic Marketing and Corporate
Social Responsibility. He has attended Faculty Development Programme in IIM Indore, India. He
has published thirty plus research articles in international and national journals. He has presented
papers in international and national conferences/seminars in his pursuit. He published subject
books in international and national publication houses. He is reviewer of various management
journals as well as member of editorial boards. He has 30 citations and 3 h- index of Google
scholar demonstrating his vast research experience.
Dr. Uday Sankar Allam is a M.Sc from Indian Agriculture Research Institute (IARI), New Delhi,
India, Ph.D. from Indian Institute of Science (IISc), Bangalore, India, Post Doctoral Research Fellow
(PDF): University of Michigan (U-M), Ann Arbor, USA. He has research experience as Research
Associate (RA), Indian Institute of Science (IISc), Bangalore, India. His research interests are in the
area of Host-Pathogen Interaction, Infectious Diseases and Bioremediation.
Dr P Srivalli has completed her PhD in Human Resource Management at Sri Padmavathi Mahila
Visvavidyalayam, Tirupathi, India. She has the expertise of teaching finance and Humane Resource
subjects. Currently working with S. Chaavan’s Institute of Computer Application, Nellore Andhra
Pradesh. She has total eight years of teaching experience. Her research interests are focused on
Human Resources and Financial Management.
Niraj Aarya is a Junior Research Fellow in Tourism at the Institute of Hotel & Tourism Management,
MaharshiDayanand University, Rohtak. He has qualified National testing agency (NTA) test for JRF
in Tourism. He is also IATA certified. He has passed a Master of Travel & Tourism Management from
the Institute of Hotel & Tourism Management, MDU, Rohtak. His area of specialization includes
Travel agency operations and Food Tourism in destination marketing. He has presented/ published
many papers in the National/International Conferences. He is an innovative professional with
experiences as Outbound Manager in AIS Holidays Pvt Ltd. He has been an active organizing
member of conferences, training programmers, and other co-curricular activities of the Institute.
Abhishek Rana is a Research Scholar in Hotel Management at the Institute of Hotel &
Tourism Management, MaharshiDayanand University, Rohtak. He has passed a Master of Hotel
Management from the Institute of Hotel & Tourism Management, MDU, Rohtak. His area of
specialization includes Front Office operations.
Suresh Singh is a Research Scholar in Tourism at the Institute of Hotel & Tourism Management,
MaharshiDayanand University, Rohtak. He has qualified National testing agency (NTA) test in Tourism
Administration and Management. He has passed a Master of Travel & Tourism Management from
the Institute of Hotel & Tourism Management, MDU, Rohtak. His area of specialization includes
Travel agency operations and Domestic Tourism in destination marketing.
Manali Gupta is a prominent student of Ranchi University. She is M.Phil in Economics and
presently pursuing her PhD in “Tourism in India: its status, trend and promoting factors” from
Ranchi university. Author has presented her research paper in multidisciplinary multilingual online
national conference organized by Toucan research and development and her research paper on
the topic “The importance of Indian tourism industry: uncertainty due to covid-19 pandemic” has
been selected among the best five research papers and will be published in September 2020 issue
of the Indian Research Bulletin (National journal). She has her specialization in the area of Tourism
and hospitality industry.
Vipul Bhandari is a dynamic personality with versatile skills, possesses rich fourteen years of
experience in Hospitality Industry. He had the honor of to be part of the leading brands of the
hospitality fraternity such as The Leela Palace, Intercontinental Group of Hotels, Graphic Era
University, Servo Hospitality School etc. His forte is in Hospitality Research, Food & Beverage
Services & Training & Placements. Mr. Bhandari had actively organized and participated in several
National & International Conferences, Webinars, Seminars, Events and Activities. Many of his
research work have been published in renowned Journals and Books, as separate chapters. Due to
his vast experience in the field and healthy industrial relations, he has mentored several students
and has helped them to frame a bright career for themselves, globally. Out of the multiple awards
and appreciations that he had received till date, his achievement of being a ‘Guinness Book of
World Record Title Holder’ has been remarkable one.
Vipin Singh is working as Assistant Professor in the School of Hotel and Tourism Management &
Tourism, Vellore Institute of Technology, Vellore. He is having more than 10 years of experience
in hospitality industry, has published five research papers and two book chapters in national and
international journal.
Dr. Amrik Singh is working as associate professor and HOD at Lovely Professional University,
Jalandhar in Punjab. He began his academic career in 2007. He is pioneer team member of School
of Hotel Management & Tourism (Lovely Professional University) where consistently involved and
played a key role in curriculum development and review of program schemes, syllabi, lab manuals
of Bsc Hotel Management, BHMCT and Msc Hotel Management program. He is certified Floor Care
Program, Room Care Program, HACCP Program in the field of Housekeeping by Diversey India Pvt.
Ltd. He has organized and participated in many seminars/workshops/conferences at University
level. He has contributed in many national and international conference and seminars in the field of
Hospitality & Tourism. He has published research papers on managing human resource in tourism
and hospitality, quality of work life practices and sustainability and ergonomics practices in hotel
industry. He is doctorate in Hotel Management from Kurukshetra University. He has authored one
book on hotel housekeeping. He also been honored thrice for research contribution in the field of
Hospitality by Lovely Professional University, Punjab). Presently he is serving as HOD in the school
of Hotel Management & Tourism. He has been awarded Best Teacher Appreciation Award from
Lovely Professional University in the year 2013. In 2014 he was again nominated for Best Teacher
Award. In the year 2015 he again awarded Best Teacher Award 2015 from Lovely professional
University. He is also awarded Best Hospitality Educator Award by Indian Hospitality Congress in
New Delhi 2016. He is member secretary for board of study in hotel management programs. Dr.
Amrik is active reviewer and associate editorial member of many international journals and he
authored more than 24 research papers for UGC and Scopus indexed journals.
Rajat Roy Chowdhury is a passionate academician and a hotelier with diversified experience in
the field of food and beverage. After completion of his graduation from IHM Hyderabad in 2012
he started his career with Oberoi hotels and resorts. In his glorious five years tenure with Oberoi
hotels he achieved pride of the Oberoi and chairman’s award for best employee in the year of
2015 and 2016. He was promoted to food and beverage supervisor. He joined Aloft Delhi aero
city in the year of 2017 as a food and beverage executive. Since, aloft aero city was a pre-opening
brand in Delhi he was responsible for designing standard operating procedures in Menus, bar and
restaurant. After completion of seven marvelous years with Hotel industry, he moved to education
and joined Chitkara University, Punjab in 2018 as an Assistant Professor for food and beverage.
In the year of 2019 Mr. Roy Chowdhury successfully cleared NHTET and put his footsteps in
NCHMCT colleges. In 2019 he joined IHM Hyderabad as a Teaching associate. In the year of 2020,
he permanently christened his name with IHM Gwalior as an Assistant Lecturer. He also published
research paper “futuristic approach of Hospitality Industry post pandemic” in UGC care list journal.
Dr. J. Eugene serves as Lecturer in the Institute of Hotel Management, Chennai, which is an
autonomous body under Ministry of Tourism, Government of India and is one of the few gifted
scholars to earn a Doctorate Degree in Hotel Management and Catering Technology from Dr.
M.G.R Educational and Research Institute (Deemed to be University, Chennai). He has to his
credit 29 paper presentations in conferences, 23 Journal publications including SCOPUS indexed
and UGC approved journals. He was recently appointed by Bharath Institute of Higher Education
and Research (Deemed to be University, Chennai) as Doctoral Committee Member for the Ph.D.
scholars in Tourism. He is a serving Editorial Board Member of the Journal “Humanities and Social
Sciences” published by Science Publishing Group, USA. He is also the Review Member of the
Journal “International Journal of Creative Research Thoughts”. He is a Member, Board of Studies
for Hotel Management Programmes offered by Alagappa University and University of Madras.
Megha Sharma is a CELTA certified (a Cambridge University course conducted by ‘The British
Council’), professional who has an extensive experience as a facilitator of English language, Soft
skills- Communication, Grooming, Etiquette, Dressings/Life skillsand Verbal Ability. A Certified
‘Image Consultant’ and Trainer from ICBI and an MBA (Human Resource), with more than 12
years of experience, in Training students forcore companies like TCS, Infosys, Wipro, Accenture
and i-Gate with excellent feedback and HR, General Administration and mainstream Teaching/
Education. An expert in delivering even the basic concepts using innovative activities and training
methods.
Sonali Kakkar, an alumnus of Amity School of Hospitality, Noida had no second thoughts about
choosing her profession in life and right after college followed her passion by joining RIG Institute
of Hospitality Management, Greater Noida as Assistant Professor to working with Amity University,
Noida for 3 years and now Amity University ,Manesar campuswhere she was and is part of key
functions of training and deployment, internships and placement. She has taken the challenge
of changing lives of young Hotel Management graduates by placing them in all leading 5 start
properties in India for Internship and campus placement. Not only this sending students abroad
like in US, Middle East and France, for internship and final training after graduating has also been
an achievement for her in her exciting career in education sector.
Conducted Training sessions for the skill India Initiative under Ministry of Tourism to create
employability for HunarSeyRozgarTak (Hospitality Program ) and Surya Mitra (A solar program) is
also one of the skill she masters in along with training Front office professionals and experience in
conducting classes for Communication skills/ Personality Development/Interview skills. Her ideas
and passion drives her and her flair for coaching and mentoring makes her stand out as a training
professional.
Divya is a gold medalist of Bachelors in Hospitality & Hotel Administration from the Institute
of Hotel Management. She has completed her Masters in Tourism Management and further
qualified National Eligibility Test on the same subject. Currently, she is working as an Assistant
Professor in Amity University Greater Noida. Ms. Divya has experience of more than 7.5 years with
Marriott International along with some leading hospitality & tourism institutes of India. She has
got research papers & articles published in reputed journals & books, & she has been an active
participant in various FDPs and International conferences.
She believes in directing, motivating & imparting practical knowledge of the tourism industry in
the prospective professions to meet challenges of the dynamic & expanding environment.
Gauravdeep Singh Bhatti is pursuing Final Year of Masters in Travel and Tourism Management from
Kurukshetra University. He has done Mountaineering Courses both Basic and Advance from Top
Mountaineering Institutes of India. He has also achieved International Certification in Adventure
Tourism. My On-the-Job training underwent in Trekking Company. He has full hands on experience
in both practical and theoretical aspects of adventure. On this basis of his experience he has
managed to write up on ‘Sustainable Adventure Tourism’ which is relatively a new concept in India
Lovelesh Gupta is Assistant professor in Shree Vishwakarma Skill University Haryana. With the
teaching and industry experience in reputed Hotel management institutions and groups across
India, author of insight into our cooking and Housekeeping skills. He has published Three books:
1)The Art Of Food Production Basic theory Part-1, 2) The Art Of Food Production Basic theory
Part-2,and 3) Reet Sang Vyanjan. He has done his education in Institute of Hotel and Tourism
Management Maharishi Dyanand University, Rohtak Haryana.
2020” by Campbell University, USA. He is a doctorate in Hotel Management.
Dr. Tripty is curentlu working as a teacher under government of Bihar since 2013. The obtained
the first class in both graduation degree and master in economics through Patna University. The
completed Bachelor of education from Poorvanchal University, U.P. It is her passion forwards
economics that the continued her research works after getting married and along with family
responsibilities; and finally awarded with Ph.d in 2019. Her thesis was on “Effectiveness of Price
changes on crops in Indian Economy: A case study of Bihar since 2000,” under guidence of Dr. A.K.
Ray, a renowned professor of J.P. University. She is a dedicated, detailed and capable research
fellow with five years of experience in economc related researches. Her research papers are
passed with ground realities without any exaggeration. In her research paper she mostly focus on
predicament of farmers and having ideas to improve their situation. It can be seen in her present
research paper. “Agro tourism A booster in farmers income, which presents a dynamic idea to
boost income of farmers. sector.
Nirav Munshi has a rich experience of travel and tourism. He has held important portfolios in Gujarat
Tourism and led important projects like Rann Utsav, Know India Program, Vande Bharat Stranded
in India Mission and many more. He has authored” Veran Rann ma Manav Mehraman”book and
has been awarded as vibrant leader by one of the leading newspapers.He believes that travelling
brings modestly, as it is a true opening experience to know about happiness and challenges
existing in world. He is very proud of rich heritage and culture of Gujarat and wants to promote it
all across the world.
P P Khanna, President, Association of Domestic Tour Operators of India (ADTOI) , and Director
of Diplomatic TravelPoint P Ltd , and Advaita Showbiz P Ltd( an Event Company). A Post Graduate
in Tourism & Masters in Public Administration, Mr. Khanna is in Travel & Tourism Trade for the
last three decades. Also a Member of National Tourism Committee of CII & FICCI. He represents
ADTOI in all forums/meetings convened by Ministry of Tourism/State Tourism Bodies and provides
necessary inputs for the growth of Domestic tourism in the country.
Shobha K B is a Research Scholar in Business Studies at the Central University of Karnataka,

Kalaburagi. She has passed a MBA in Tourism Administration from Mangalore University Campus,
Konaje, and Mangalore. Her area of specialization includes Tourism planning, Land Usage and
Sustainable Development.
Sumedha Agarwal is an assistant Professor at Department of Tourism and Hospitality Management,

Faculty of Humanities and Languages, Jamia Millia Islamia, New Delhi. She is a JRF and doing
her research from Sharda University. She has a teaching experience of more than five years at
undergraduate and post graduate level. She is done Masters in Tourism Management and also
holds a Master Degree in Conservation, Preservation and Heritage Management from IP University,
Delhi. Her areas of interest are management concepts and organisational behaviour, consumer
behaviour, business communication, digital marketing, heritage management, and community
based tourism. She has presented her research in several international conferences in India and
abroad.
Shashank Mehra is a Prolific Speaker, Educationist and Researcher in the area of Marketing and
Retail. His total experience of 18+ Years in Academics, Training and Research with prominent
Business School in Delhi NCR. He has been part of Selection Committee of Students at Delhi School
of Economics, Amity Business School along with that he had been visiting faculty at IMT-Ghaziabad,
Amity University, National Institute of Agricultural Marketing-Jaipur, Army Institute-Greater
Noida. He is instrumental in the establishment of Centre for entrepreneurship and Centre for
Retail in Amity Business School and FDDI (Ministry of Commerce and GOI Institute). He has Overall
conducted more than 500 hrs of Corporate Training. He is avid Researcher, Trainer and Academician
who has handled more than 15 instruments / tools in Marketing and Human Resource Area under
different domains, with clients as diverse as FICCI-FLO, Heera Group, Sharda Energy and Mineral
Limited, KVIC, Central Bank of India, Micro Small Medium Enterprises, and Government of India.
Rohan Bhalla is a Gold Medallist in Management and Tourism studies at post graduate level. He is
a Senior Research Fellow of University Grant Commission of India and presently pursuing his Ph.D.
from Department of Tourism and Hospitality Management, Faculty of Humanities and Languages,
Jamia Millia Islamia, New Delhi, India. He also holds his graduation in Business Administration with
specialization in Finance. He has accumulated teaching and learning experience of three years
at all levels of imparting education; school to post graduate level. He has six publications to his
credit and his area of interest lies in transformational tourism, spirituality and spiritual tourism,
rural tourism, organizational culture, leadership, communication and personality development
programmes, psychology and philosophical studies.
Parikshit Das, working as a Assistant Professor in Lovely Professional University and worked as
a Housekeeping Manager In Taj Group of Hotels. A competent professional with over 9 years
of extensive experiences in operations and guest relations management. Completed his BSc
(Hospitality & Hotel Administration) at IIAS, Kolkata from M.K.U. He has published 2 paper in
International Journal and presented paper in the conference also. He is currently pursuing Masters
in Tourism from IGNOU.
Chayan Das, Studied from DAV Public School, Rupnarayanpur, and West Bengal. A commerce
Graduate from Calcutta University. Completed Post Graduate Diploma from IITTM, ERC,
Bhubaneswar (a unit of Ministry of Tourism, Government of India). Completed IATA Foundation
Course. Basic Airline Ticketing from Air-India Staff College Mumbai. Also aware of proper handling
of GDS like Amdeus, Galelio. Interested in Adventure Tourism. Certified from Himachal Pradesh
Mountaineering Association and from NIWS, Goa. Started career with working as Customer
Relation Executive with Hindustan Times, Kolkata edition. Sales Executive with Linc Pen and Plastic
Ltd.
The journey with travel and Tourism Industry started with learning of Visa and travel related
documentation work from Travel Trust Kolkata. Followed by that internship with BTI Sita, a division
of Kuoni India Pvt. Ltd. Worked there for an year. Experience gained in Ticketing and handling
implants. Worked for International Travel House Ltd. the travel division of ITC. Responsible to
handle corporate travel for the Infosys BPO locations of Bangalore, Gurgaon, Jaipur and Pune from
the centralized location of Bangalore
Priya Sinha (Holding PG degree in Hotel Management & 3yrs. DHMCT & AN) having 15+yrs. of
experience in this industry. Presently associated with Netaji Subhas University, Jamshedpur as
Professor- Room Division & Training & Placement In-charge (Hotel Management Department). She
has been a part of hotel industry for 10 and have been associated with education institutes for
5+ years. Always believes in Teamwork Leadership, Commitment, Honour people and an eye for
detail. Awarded by reputed hotels as Best Employee of the Month and Year (2006, 2007, 2014-15).
Received “Best women performer in industry” award By GISR Foundation, on 18th January 2020.
Dr Malini Singh is a knowledgeable, caring, engaging and enthusiastic faculty. She has distinguished
herself in multiple areas of academia, including teaching, research and service . She strives to help
students develop not only intellectually, but in all aspects of life. Dr Malini has taught numerous
courses in the Department of Hospitality and has excelled in both lab and lecture settings.
She is strongly committed to influence, inspire, and motivate university students to become
transformative Hoteliers through realistic, case based, simulation learning experiences. Her
pedagogical approach includes experiential and discussion-based learning as well as awareness
of her students’ learning styles. With Doctorate in Hospitality and Tourism Dr Malini Singh has 20
years of vast experience in industry and academia.
She started her career with Taj group of Hotels and later shifted to academics. She has worked with
top universities of India like SRM, Lovely Professional, Bangalore University etc and is currently
working with Amity University Noida. She has authored two books and published more than twenty-
six research papers in high indexed journals including scopus. Her work has been acclaimed from
time to time and has received various awards including “Best Professor at Post Graduate Level”,
“Best HOD Hospitality Services” and many more by government and non-government organization.
As Academician she stood out for incorporating creative and effective teaching activities to help
students master the trade. Dr. Malini is currently guiding more than seven scholars for doing PhD in
Hospitality and Tourism aiming to work towards quality research to benefit Industry and academia
Sharad Kumar Goel has been awarded Doctorate of Philosophy and Post-Graduation in Business
Management from Institute of Management Technology (IMT), Ghaziabad. He has also done
his Masters in Economics and Master of philosophy in Management. He has served the Indian
Industry for 20 years before coming to academics in 2002. He has a total work experience of 35
years in Teaching, Industry, Research & Consultancy. Prior to his joining at IIHS he served as the
Director & Professor of Various leading B-Schools & University. He is regularly delivering lectures
on domain areas of Travel& tourism Management, Energy Trading, Airline Marketing, CRM, Oil
& Gas Business, Energy Management , Contracts & negotiations, Marketing & Sales, IB, Logistic
management and Internet Marketing. He is regularly invited to the National & International
conferences. He is also an expert visiting faculty at Indian School of Petroleum in the area of Brand
Management and Consumer philosophy & CRM. Prof. Goel is also engaged in Training, Research
& Consultancy in the area of Energy business and FMCG Marketing. He has edited chapters, done
Reviews & written 12 books and presented over 100 papers for publications. He is also the guide
of PhD scholars. Presently Dr. Goel is deeply engaged in developing IIHS.
Akshita Tiwari, Ph.D Research Scholar in Hospitality, Amity School of Hospitality, Amity University,
Noida. Completed my Masters in Hospitality Administration from IHM Pusa, New Delhi. Under
graduation in Hospitality and Hotel Administration from IHM Faridabad. Area of Interest is
Housekeeping.
Dr. Ashish Dahiya is currently Professor, Institute of Hotel & Tourism Management (AICTE
Approved), M.D University Rohtak(NAAC Accredited Grade ‘A+’ State University), Haryana. Dr.
Dahiya, Founder Professor of Dept. of Tourism & Hotel Mgmt, Central University of Haryana
Shweta Kapure has done her Bachelor degree in Travel and Tourism Management and a Master
degree in Travel Administration. Now she is a full-time research scholar (Ph.D.) at Amity University,
Uttar Pradesh, India. The area of her research interest is eco-tourism, sustainable tourism. She
has presented four research papers in which three was an international conference and one in
national and also published 3 research paper in Scopus index journal and 2 in UGC care indexed
and three in an edited book.
Priyanka Verma, Alumnus of IHM Lucknow, currently pursuing Ph.D in Hospitality from
Amity University, Uttar Pradesh under the supervision of Dr. Malini Singh. I have selected as a
Management Trainee in Hyatt Regency New Delhi for Housekeeping department and have worked
there till 2013. From last 8 years, working as academician currently working as guest lecturer in
Amity University, Uttar Pradesh.
Dr. Suvojit Ganguly is a Professor, Head and Asst. Dean , School of Hotel and Tourism Management
at Vellore Institute of Technology, Vellore, Tamil Nadu. He has more than 25 years of teaching and
industry experience in hospitality management in reputed brands. His letters , articles and papers
has been published in leading magazines, newspapers and journals. He has been an editor and
author of Hospitality and Tourism books. He has served as a journalist in renowned media houses
and is a member of the Indian Science Congress. He has been awarded with “Glory of Globe
Achievers Award-2019” and ”Lifetime Achievement Award 2019” by Education Council of India.
He is a Doctorate in Hotel Management and IATA certified. He has been a grand finale champion
of the general knowledge based most popular TV reality show “Dadagiri”, telecast in ZEEBANGLA.
Sudipta Mukherjee is skilled in Geographic Information System, tourism and hospitality. Author
is a postgraduate in Tourism Management, and qualified UGC NET examination in Tourism
Administration. He is the CEO of The Holidayers Academy of Aviation and Tourism Studies. He
has 10 years of academic experience in various colleges and universities and more than 22 years
of industry experience in the field of aviation and tourism. Editor has presented research papers
in many national and international seminars, and also have published research papers in many
journals, also contributed chapters in various edited books. A book titled “Battle Tourism of
Punjab: Exploring Challenges and Opportunities” recently written and published by him. He is a
Doctoral Scholar of University of Burdwan.
Dr. Madhumita Mukherjee is Ph.D. in Tourism Management from Burdwan University, and IATA
certified. She is associated with Jamia Millia Islamia, New Delhi. She has 13 years of academic
experience in various colleges and universities like Amity University, Kolkata and Lovely Professional
University, Jalandhar, along with 3 years of industrial experience with Air Sahara. Author has
presented research papers in many national and international seminars, and also have published
research papers in many journals, also has written chapter in a edited book which was published
from GNA University. She is specialized in the area of tourism, aviation and hospitality.
Soumojit Ganguly, is a student of class 11th currently studying in Shrishti Vidyashram CBSE school
In Vellore , Tamil Nadu. He has also done his schooling from Saint Xaviers’ School in Durgapur
and from Kamlt Nehru Public School (Adopted by Microsoft,IJSA) in Phagwara, Punjab . He is
keenly interested in co curricular activities such as music , football, debating, anchoring and also
taking part in voluntary activitie. He has also won many awards in inter school debate, paper
presentation, speech, PowerPoint Presentation and panel discussion competition He is passionate
towards reading online articles on variou! subjects such as sports, politics, tourism, e-sports music
etc. He also likes to spend his free time making music, playing the guitar and also taking part
in various online discussions in Reddit Quora and Instagram He has travelled to various places
around India , and spent time among people from vivid cultures, learnt new languages, enjoyed
new food habits. Being an author, he would like to share and pen down his experiences.
Mr. Bhaskar Sailesh is currently working as an Assistant Professor in the School of Hospitality
and Tourism at AIMS Institutes, Bangalore. He has more than 5 years of academic and industry
experience. He is a postgraduate in Masters of Business Administration (Travel & Toursm) and has
completed his MPhil from Christ (Deemed to be University), Bangalore. Currently he is pursuing
his PhD in the field of Coastal tourism and Plastic Pollution. He specializes in subjects related to
tourism and environment and has published and presented several research papers throughout
his academic career.
Dr. Suja John is currently working as an Associate Professor of Tourism studies at Christ (Deemed
to be University), Bangalore. She has more than 17 years of academic experience. She is a
postgraduate in Tourism management and has received her doctoral degree in Tourism from
Mother Teresa Women’s university on the topic “Development of an Eco-friendly Back Water
Tourism in Kerala, Special reference to Thanneermukkom Barrage”. She specializes in subjects
related to tourism and environment. Throughout her academic career, she has published several
research papers and has attended several conferences and workshops.

Tourism and Hospitality-Theories and Practices

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First Published, 2020

Shri Prahlad Singh Patel

(Shri Prahlad Singh Patel )

Happy World Tourism Day !!!

Prof. Nimit R. Chowdhary*

Uswathul Hasana H.* & Prof. Sampada Kumar Swain**

* Ph. D Scholar, Department of Tourism Studies, Pondicherry University, Puducherry.

of protecting wildlife and natural resources. It is connected to the matters of accessibility to

Prof. Dr. Sudhir Andrews*

IMMEDIATE (TWO YEARS)

9. Robots for cleaning carpets and other surfaces

Dr. Masood Aslam*

1.2 Identification of Kitchen Waste

Massive rush on specific equipment

Sanjiv Kumar Sharma*

d) Hand Washing - Reception & Inside the room

c) Information on travel history & medical condition is recommended to be captured for

1 Dzongu Homestays 2 Kewzing Homestays

3 Yuksom Homestays 4 Pastanga Homestays

5 Hee-Bermiok Homestays 6 Lachen Homestays

7 Assangthang Model Village 8 Kabi Homestays

* Managing Director, Tourwala Enterprises Pvt Ltd

POPULAR INDIVIDUAL ENDORSEMENTS PLAN

Figure – I (Rural Tourism Definition Scheme)

Amanjeet Bhalla, Parambir Singh & Amit Gupta*

* Chitkara College of Hospitality Management, Chitkara University, Punjab.

PRESERVATION OF NATIONAL HERITAGE

THE ECONOMIC IMPACT OF TOURISM

Pankaj Kumar* & Deepti Yadav*

* Assistant Lecturer, I.H.M. Lucknow, U.P.

Source: India tourism statistics glance

Source: The economics times

Ganesha K. S.* & Dr. Ganapati B Sinnoor**

Fig. 2: Virtuality continuum adopted from (Kishino & Milgram, 1994)

* Assistant Professor, Department of Tourism Management,, Vikrama Simhapuri University, Nellore, A. P.

Some What Some What

Composed 113 182 88 86 13

There is a possibility of involvement in 12 37 107 105

Niraj Aarya*, Abhishek Rana ** & Suresh Singh***

Participants included in the study consist of Three to 13 years of professional experience, 25 to 46

* M.PHIL. (Economics), University Department of Economics, Ranchi University, Ranchi, Jharkhand.

SHARE OF INDIA IN SHARE OF INDIA IN ASIA PACIFIC

Note: Higher value means worse outcome.

Std. The Change Statistics

Model Unstandardized Coefficients

Y1 0.102 0.309 0.332 0.744

Y2 0.572 0.190 3.010 0.008

Y3 -0.831 0.296 -2.806 0.013

Y5 0.086 0.086 1.282 0.218

VARIABLES PEARSION CORRELATION Sig. (2-tailed)

*. Correlation is significant at the 0.05 level (2-tailed).

Short Term Plan

INTRODUCTION - UNDERSTANDING ARTIFICIAL INTELLIGENCE

5. Multi-talented Amazon’s Alexa

of human intelligence, as the technology is in the developing phase (Laurent et al.,2015).

Vipin Singh* & Dr. Amrik Singh**

Rajat Roy Chowdhury*

* Assistant Lecturer, IHM, Gwalior, M.P.

(Source: Google maps, Proposed plan for tourism corridor.)

Fig 1. Female graduates in Hotel Management year-wise

* Assistant Professor, Amity Institute of Travel & Tourism, Greater Noida.

c) Information on travel history & medical condition is recommended to be captured for

Niraj Aarya, Abhishek Rana & Suresh Singh

Sumedha Agarwal, Shashank Mehra & Rohan Bhalla