PROPOSAL

TOPIC/TITLE OF THE PROJECT

A STUDY ON THE ROLE TOURISM MARKETING

IN PROMOTING VARKALA
 TOURISM

Tourism is classically regarded as travelling for recreation

although this definition has been expanded in recent years to include

any travel outside of one’s normal working or living area.

The tourist originated when large number of middles class people

began to join aristocratic travellers. As societies became wealthier, and

people lived longer, it became not only possible bur probable that lower

middle and class people steadily employed would retire in good health

and with some significant savings.

Tourism provides an opportunity for local economic development

through small and medium enterprises like shops, restaurants and

travel agencies. Providing various types of home-sty accommodation

for tourists is a major economic activity during season. Many larger

hotels and restaurants in the region are run by businessmen from

outside which results in siphoning of income due to ‘leakage effect’.

The hospitality and language skills of the local people are enhanced by

their interactions with tourists.

 VARKALA

Varkala a coastal town in Thiruvananthapuram district is a fast

developing tourist destination, which is increasingly attracting many

Indian and Foreign tourist. Varkala coastal town is renewed for its

unique 15m high Northern cliff adjacent to the Arabian Sea. It is popular

for its hippie culture. Sivagiri pilgrim centre is another major tourism

destination as well as pilgrimage centre also. Varkala beach is famous

for its beauty. Varkala beach is known as Dekshinakashi, shacks on

the cliff serving great seafood and playing global music and samerdhi of

Kerala saint Shree Narayana Guru. Varkala is known for Janardhana

Swami Temple also known Dakshina kasha and Golden Island.

Varkala has some of the pristine beach hills, lakes, forts, light

house, natural fisheries and springs, this together makes this town a

little paradise.
 RELEVANCE OF THE STUDY

The main vision of the project is developing Varkala as one of the

most preferred and eco-friendly tourist destination and integrating it with

needs of local community, improving quality of life and providing more

employment opportunities with least interference in the natural

environment.

The ultimate mission is attracting investment in a paradigm of

regulated growth and development at the designated nodes within the

project area, by involving all the stake holders-both public and the

private sectors for vision realization.

 TOURISM MARKETING IN VARKALA

Varkala a coastal town, situated at a distance of about 50 km

north of Thiruvananthapuram and 37 m south of Kollam city is one of

the important religious and tourist destinations in Kerala. It is visited

lacks of foreign and domestic tourists/pilgrims ruggedly as well as

during the special occasions both from India and abroad.

In view of Varkala enormous tourist potential the Government of

Kerala has initiated the process of preparing the master plan for

integrated development of this area through a number of infrastructure

development projects for meeting the requirement of marketing Varkala

a tourist paradise, both for the domestic and foreign tourist to achieve

this objective, Government of Kerala through its own vision Varkala

Infrastructure Development Corporation LTD has engaged RITES LTD,

a Government of India Enterprise for preparing the master plan.

 OBJECTIVES

i. Assessing existing demographic and infrastructural scenario in

the project area,

ii. Assessing the existing tourism scenario of Varkala and the

surrounding area,

iii. Impact of tourism on environment and the culture of the project

area,

iv. Identification of major issue confronted in Varkala with reference

to tourism.

v. vision, Objectives and Strategies for increasing tourism potential

of the region and overall development,

vi. Planning proposals, Land use Zoning and framing the

Development Control Regulations considering the existing

situation and envisaged future developments,

vii. Estimates on requirement of physical and social infrastructure to

cater to the growing needs of the Project Area by 2041,

viii. Strategies for protection of environmentally and culturally

sensitive areas,

ix. Master Plan implementation strategy.

 RESEARCH METHODOLOGY

Research will be done by data collection and data analysis.

PRIMARY DATA

Data will be collected by issuing questionnaires by conducting

interviews and observation.

SECONDARY DATA

Secondary data will be collected from internet and various

websites, books, journals, magazines, newspaper, etc.