CHAPTER I 1

LITERATURE REVIEW

After furnishing a general introductiori, an attempt is made in this

chapter t o review the literature o n the subject.

2.1 Research Studies on Tourism

Javaid Akhtar ( 1 9 8 8 ) of Aligarh Muslim University in his study';

"Accounting for the travel agents and tour operators - An approach to

Effective Management", opined that "better co-ordinated management

system will b e applicable to tourism industry that will r e s ~ l t in overall

improvement in industry".

Batra K.L.(1990) in his study on "Tourism rn Kajasthan - problems,

potential a n d future prospect^"'^ concludecl that there were vijrious snags,

impediments and obstacles in the promotion of tourism i l l [he state of

Rajasthan in particular and India in general. son112 of which were inbuilt in

nature and some were created by those who were torally undware of the

benefits of tourism. H e strongly recommends that "tourist11 activity in

Rajasthan must b e taken as a dynalnic tool i n uplifting the social status of

our society. For this, o n e suggestion can be given that thete should be

frequent get-together of our local people with the foreign tourists so that

l 7 Javaid Akhtar ; Tourism Management in lndic : Ashis11 Pub1ishit:g House , New Delhi (1988 ) p.157.

l8 Batra K.L. ; (1990 ) op.cit . p .133.

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some of our age old rotten social barriers and orthodox systems can be

broken" . I 9

Sudheer S.V. (1992) in his thesis presented to University of Kerala on

the topic "Tourism in Kerala-problems and prcspects" highlighted the lack

of professionalism a m o n g the staff functio:iing in the Depar tment of

tourism.

J o s Kandathil (1994) of the Department o i Appl~ed Econom~cs , Cochin

University of Science and Technology (CUSAT) conciucted a study on the

"Economics of tourism industry in Kerala with special reference to Beach

Tourism". His dissertation stressed only the ecorioinic aspects of tourism,

influence of multiplier concept and tourism allocation under five year plans.

Raju Gregory (1994) in his M.Phi l dissertation submitted a t CUSAT

made a n attempt to study the tourism potentia! of Cochin. - '

Bijender K.Punia (1994) of Kurukshetra University in his studyz1 on

"Problems a n d prospects of tourism in Haryal-la" has s tated that " the

potential of tourism development in any ai-ea. region, state o r country

mainly depends o n the availability of unique and varied tourist resources.

But a t the same time, the facilities ancl services too have very important

bearing o n the overall tourism development prospects of a place o r region

Such e lements like climate, seasonality, accessibility, at t i tude of host

population, availability of manpower resources and the planning expertise

l9 K.L. Batra ; (1990) op.cit. p.138-139. 20 Raju Gregory ; M.Phil Dissertation Tourism in Cochin : Dept of

Applied Economics, CUSAT (December, 1994). Bijender K. Punia ; Tourism Management - Prohlerns and Prospects ; Ashish Publishing House, New Delhi (1994) p 169

that, have vital role to play in this context". t le suggested that "close

co-ordination between private and public sector tourism organisations at

different levels is the key to success in tourisni clevelopment where state

department of tourism must play a central role":'

Vi jayakumar B. (1995) of the D e p a r t m e n t of Futures S t u d i e s ,

University of Kerala, Thiruvananthapuram i n his research thesis on the topic

"Sustainable Development of Eco-tourism in Kerala, commented that

"eco- tour i sm implies a n e n j o y m e n t o t ~ i a t u r e ' s b o u n t y a s well a s

understanding the culture and natural history of the environment". His

thesis mainly stressed the promotion of eco-tourism in Kerala as i t cares the

conservation of the eco-system, while respecting the environment.

Kamalakshy M.V. (1996) in her thesis "Hotel industry in Kerala with

special reference to tourism" discloses her finding as " the majority of

tourists revealed that the majority of them are visiting Kerala for the first

time and that too out of their own curiosity".

Tourist guidance facilities tourist inforrnatlc~n centres . t ranspor t

facilities and various facilities in a hotel rernairi :nucli below the average

satisfaction of the

Joseph Antony G . (1997) conducted a case sttidy on "the role of KTDC

in the promotion of tourism".24 He highlighted how Kerala Tourism

Development Corporation could contribute to the development of tourism

22 Bjjender K. Punia ; (1994) Ibid. p.181. 23 Kamalakshy M.V. ; Ph.D thesis, Cochin Universi!;, of Scicncc and Technology

(1996) pp.392, 393. 24 Joseph Antony G . ; Ph.D Thesis ; The Role of KTDC in the Promotion of Tourism

Department of Commerce, University of Kerala (1997)

in the state a n d he has made an e v a l u a t ~ o ~ r of 1 1 5 work~ny

Ajithkumar M.K.. ( 1 9 9 8 ) , Dept, of Applied Economics, CUSAT in his

studyz5 concluded that demographic profiles and lifestyle characteristics of

foreign tourists affect their spend ing pat terns in India a n d Kerala.

According to him, two motivating factors for the tourists to visit India are:-

(i) To see heritage a n d culture; arid

( i i ) To g o for a mountain holiday.

Sanitar S. (1999) of Kerala Forest Research Institute, Peechi, led a

project studyZ6 stressed suitable amendment to the wildlife protection Act,

1972 especia l ly l ibera l i sa t ion of P ro tec ted Area M a n a g e m e n t for

promoting wildlife tourism. The report further said that money from

eco-tourism should be utilised to:-

- develop and maintain areas where funds are generated:

- promote conservation;

- conduct environment education; and

- collect, monitor and evaluate eco-toul.ism developmelit

Muraleedhara Menon K. (1999) in iiis thesis "Tourism lnanagement

a n d administrative problems in K e ~ a l a ' ' ~ ~ recommends setting up of a new

model organisation for Kerala known as, Kerala Tourism Board (KTB) for

promoting tourism. He recommends a full-time Chairman for KTB and

25 Ajith Kumar M.K. ; Ph.D Thesis ; "Psychographic and 1)emographic Profiles o j Foreign Tourists Visiting Kerala With Special Reference to Spending Patterns" CUSAT (August 1998).

26 Sankar S . ; Project study "Environmental Impact Assessment of the Ti~enmala Eco Tourism Development Project" ; KFRI, Peechi 11999).

'' Muraleedhara Menon K. ; Tourism Management in India ; Printwell Publishers & Distributors, Jaipur(1999).

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segregation of the hospitality section from tile Tourism department. He

further suggests complete autonomy to KTB with full adlniilistrative and

financial powers a n d with full-time and part-iimc members not exceeding

eleven. Although, some of his suggestions are uorth :onsidering. they relate

to only the administrative aspects of tourism

2.2 References from Books and p e r i o d i c a l s

M a n e e t K u m a r ' s b o o k (1981) "Tour ism T o d a y - A n I n d i a n

p e r s p e ~ t i v e " ~ ~ tells "effective management of tourisn~ will involve a range

of t echn iques inc luding market ing a n d p i~b l i c i ty , in fo rmat ion a n d

interpretation a s well as planning control and traffic management (English

Tourist Board, 1981-82). This means tourism involves people, places and

planning a facility in harmony with its enviro~~.rnents".

Philip Kotler (1982) who authored the book "[':I:-lciples of inarketingn2"

defines a 'service' as" any activity o r benefit that a n e party can offer to

another that is essentially intangible and does not resuit in the ownership of

anything. Its production may o r may not be t ~ c d to a physicill product".

Tourism being a hospitality industry has all t h e fea tures of a service

industry.

Mathieson A a n d Wall G in their book "Tourism - Economic, physical

and social impacts" describe30 "the study o f tourism is the study of people

away from their usual habitat o f the establishment which respond to the Maneet Kumar ; Tourism Today - A n lndiarl Perspeciiue ; Kanishiia Publishing House, Delhi (1981) p.12.

29Philip Kotler ; Principles of Marketing ; Prentlce Hail a n d Engle ;sood Cliff (1982) p . 264.

30Mathieson A and Wall G ; Tourism - Economic, Ph!isicli/ and Soci!l/ Impacts ; Longman, New York (1982) p.6.

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requirements of the travellers and of llie iiiipacts that the5 have on tile

economic, physical and social well-being of their hosts. i r i~ivolves tile

mot ivat ions a n d exper ience of the t o u r ~ s t s , tbe e x p e c t ~ i t ~ o n s of a n d

adjustments made by residents of the reception areas and then roles played

by the numerous agencies and institutiorls whicli ~n te rcede between them.

They consider tourism as a 'consumer product ' and hence an economic

activity having social and physical impacts".

WTO workshop o n environmental aspects of tourism held in Madrid,

1983 affirmed that "the protection, enhancement and improvement of the

various components of man's environment are among the fundamental

conditions for the harmonious development of t o u r i ~ r n . ~ '

Bhatia A.K. (1983) in another book 'TourLsm Development'" makes a

d e t a i l e d c o v e r a g e of t o u r i s m p s ! ~ i h o ! o g y , ~ n o t i v i l t i , ; ~ i for t r a v e l ,

organisation of tourism, measurement, planning & development, tourism

marketing and promotions and economic and social significance o f t ourism.

Roger Carter (1990), Director, Heart of England Tour~st Board has

written in his foreword that "major ciiaile~ige for the ne:\t decade is to

recruit, retain and train the staffing necessity to deliver quality of service, to

set aside the quality of facility, education and training have a vital role to

play".33

31 Suhita Chopra ; Tourism And Development in indin ; Ashish publ~ciiing House, New-Delhi (1991).

32 Bhatia A.K. ; Tourism Development ; Sterling Publishers (P) Ltd., NCLV Delhi (1983).

33 Roger Carter ; Tourism - Exercises and Actiuilies , (Ed.! Jeff Carper:~~?l: Publishers, Hodder & Sloughton, London. 11990) p. Foreword

S h a r m a K.K . (1991) in his book "Tour.sm !n India"'; advises to

improve the hospitality services associated with tourism as "For the healthy

development of tourism in a country like India, 'a land of contrasts', i t is

desirable for the government to provide facilities for training in hotel

management, tourism and travel agency work Great emphasis must be laid

o n linguistic efficiency in the major langcages of Europe"

Sharma K.K. (1991) , Editor "New Dimensions in Tourism and Hotel

Industry" Vol I , I1 and discusses wide range '01 tourism subjects such as

chartered flights, ocean cruise by tourist ships, resort management, tour

operation, health tourism, time sharing holiday hor.>es, industry standards

etc

Bhatia A.K. (1991) in his book I' Internatiorai ~Touris;n"'." reveals that:

"like any other industry, the tourist industry is also subject to rigours like

planning, marketing and promotion. Marketing asi;umes a rather special

significance because of the competitive nature of thc tourist industry. The

n e e d for t r a ined m a n p o w e r in the tourism sec to r assullies a g rea t

importance to maintain high professional s tandari is" He describes tourism

a great economic a n d social force. "The rapici trdnsition and the swift

developments that are occuring not only in the techliology bb: also in the

social structures and relations, in customs and in beiiavioural patterns will

34 Sharrna K.K. ; Tourism In India ; Classic Publishing House, Jaipur.(l9i)l) p.31. 35 Sharma K.K. ; New Dimensions in Tourism and Hotel Industry : Sarup Sr Sons, New

Delhi (1998). 36 Bhatia A.K. ; (1991) op.cit. p. IX.

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have profound effects on the travel and tourism in years to come" he

About tourism planning, Veera Seltharan (19')3)36 says "Tourism is a

multi-sectoral activity and planning for i t is compl~cated and include both

physical a n d inst i tut ional e l ements . T h e current tourism planning

e m p h a s i s e s a n i n t e g r a t e d a n d c o m p r e h e n s i v e a p p r o a c h to m e e t

d e v e l o p m e n t o b j e c t i v e s w i t h o u t g e n e r a t i n g s o c i o - e c o n o m i c a n d

environmental hazards"

Chris Cooper , J o h n Fletcher, David Gilbert a n d Stephen Wanhill

(1993)39 have produced a book on"Tourisn1-principles anti practice" which

throws much light o n demand for tourism, tourist d e s t ~ n a t i o n , role of

government organisation, and marketing for tourism. The disclosure with

respect to carrying capacity, socio-cultural a n d environ~:lental impacts,

marketing for tourism, tourism development planning e tc . , are very much

informative

Clare A.Gunn (1994) in his book on "Tourism planning - Basics,

concepts, casesV4O opines that "both a regional plan and a continuous

regional planning process a re needed i f tour!sm is to be developed

properly. A specific plan renewed periodically can docurnent strengths,

weaknesses and desired action at the macro scale. However, because both

markets a n d supply side development are dynamic, such plans must be

Bhatia A.K. ; (1991) Ibid. p.469. Veerasekharan R. ; "Signi/icance of Tourisrr~ i i ~ lndic" : The Soutl~ern Economist Vo1.32, No.9 (Sept 1, 1993).

39 Chris Cooper et.al ; Tourism - Principles and Practice ; ELBS wit11 Pitman (1993). Clare A. Gunn ; Tourism Planning - Basics, Concepts, Cases ; Taylor & Francis, Washington DC. (1994) p.156.

a c c o m p a n i e d by o n g o i n g p l a n n i n g f r o m all pub l i c z i ~ d p r iva te

decision- makers". Gordon D. Taylor states that: "C;rowtti i l l the number

of tourists and the amount of their expenditure cannot be the sole objective

of tourism. A far better criterion would be :he number of tour!its the area

can support at a high level of satisfaction. at a profita'sle level of operation

and with improvement in the quality of environment, over a set of time

p e r i ~ d " . ~ '

Another outstanding book titled "Tourlsrn Dimensions"" is brought

out by Tewari S.P. (1994). The boo]< presents a comprehensive survey of

modern tourism. I t seeks to establish that the scope for furthe) growth and

expansion of tourism, both domestic and international, is immense which

necessitates its integrated planning, developnlent and inanagerncnt, Instead

of treating tourism solely as a n 'industry' t h e book scel<s to lay c~nphas i s 011

recognising it a s a human activity in the lig:it of the Manila Declaration on

world tourism.

Puri G.K. (1994) in his book on "Trave! and Toui-~sm for ;:!I" exp la~ns

the business of travel and tourism, tourist places in India and 11- :he h ~ r l d . ~ ~

Dennis L.Foster (1994)" opines that "Travel is a n industry travel is a

career, and travel is a discipline". Kunal Chattopadhyay (1995) 111 his book45

~ -

41 Clare A. Gunn ; (1994) [bid. p.Foreword by Gordon D. Tay!or. 4Z Tewari S.P. ; (1994) op.cit. 43 Puri G.K. ; Travel & Tourism For All ; IIMS, New Del!ii(l994-95, 44 Dennis L. Foster ; An Introduction to Trove! & Tourisni ; Mc (;raw Hill

Book Company, Singapore(l994) p.12. 45 Kunal Chattopadhyay ; Economic Impact o j Tourism Cleueiopment :

Kanishka Publishers, Delhi (1995) p.19.

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gives a chart of tourists classifying :hem into recreational tourists and

motivated tourists. Recreational tourists are d~videcl into Resort tourists and

Wander lus t tourists . Motivated tourists comprise business tourists ,

pilgrimage tourists, office tourists, study tourists, cultural toulists, health

tourists, games/sports tourists, ethnic toul.ists, s o c a i tourists. ctc.

Vaidyanathan K.R. (1994)46 "Temples And L.egends of Kerala" makes

a detailed exposure of temples and legends of Kerala, f ie writes " And

the fervorous imagination of passionate saint^. poets and people"; as Mulk

Raj Anand Put it "created i3 rich heritage of u:iique tenililes, built like

domestic houses with ample courtyards and tiied conical roofs"

The accompanying ritualistic arts of dance tlrdma such as Kathakali,

Kuruthiyattom, Mohiniyattom a n d t h e folk sryles like I 'heyyam a n d

Ottamthullal were rehearsed generat~ori after g e n e i ~ ~ t ~ o n '1 he walls of the

shrines were painted in large scale a d u n ~ b r a t ~ o n s of the legends of the gods

in vivid colours to offset the greens of the earth.17

Gupta I.C. and Sushama Kasbekar (1995)" write on the features,

classification a n d motivational factors associated with tourisln products in

their work "Tourism Products of India"

Stephen E Witt and Luiz Moutinho (1995)4%claims "Public sector

46 Vaidyanathan K.R. ; Temple and Legends of Keraio : Bhixatiya Vidja Bhavan, Bombay (1994) p.9-10.

" "Splendours of Kerala" ; By Marg Publications, as quoted in Vaidyanathan K.R. (1994) Ibid. p.10. Gupta I.C. and Susharna Kasbekar ; Tourism Products 01 India ; G A Publications, Indore (1995).

49Stephen E Witt and Luiz Moutinho : Tourism Marketing and Management Hand Book ; Prentice Hail, London (1995) p.3.

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intervention is necessary to insure that the associated benef~ls of tourism

are maximised and any potential problems are m~nimised for the benefit of

the economy, society, environment as well as for long term interest of the

tourism industry itself". The book also deals witk tourism management.

tourism marketing and analytical methods applied to tourisni.

Carson L.Jenkins (1995)in his article titled "Tourisin in third world

development-Fact o r Fiction"" in the book Tour;st ,~ Manugernent - A

Global Perspectiue, pointed out that "Tourism is a service ~ndust ry and

service depends on people. Tourism is relatively labour iiitensive. This is

of particular importance in the developing world where employment needs

are paramount".

In the introductory chapter of the book " l t ~ t e r n ~ i t ~ o n a i tourism"51 the

authors Francois Vellas and Lionel Becherel (1995) reveal the global role

of tourism as "According to WTO, annual exgenditure on tourism world wide

is more than 2000 billion US $ of which 324 billion is attributed to

international tourism. In 1994 tourism accounted [or 12per cent of the

world 's GNP. It is responsible for sel .~cn per cetnt o f global capital

expenditure and employs more than 100 r,?ilIio!i people wor!dwide".

S a t y e n d e r S ingh Malik ( 1 9 9 7 ) i n his book "Ethica i , legal and

regulatory aspects of tourism businessns discloses the industl-y standards,

50 Batra G.S. & Chawla A.S. ; (Eds.) Touris~~i Monogement - A Globai Perspectiue ; Deep Deep Publications, New Delhi (1995) p.87 Francois Vellas and Lionel Becherel ; Internotional To~irism : Macmil lan Press Ltd., London (1995).

52Malik S.S. ; Ethical, Legai & Regulatory As,nects of Tourism Busrness, Rahul Publishing House, Delhi (1997).

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legal environment regulatory laws for tourist hospitality services and law

relating to subsidiary tourism products. He opines. "what we expect from

laws and legislations regarding tourism is the 07tirnisation of benefits of

tourism to the society, reducing to the extent of negligible the bad impacts

of tourism which play havoc with culture, social relations, wildlife and

environment. The Laws which aim to achieve sustainability in tourism and

to preserve the joyful things of Life for furure generations to come as a Legacy

of our common cultural heritage, are beneficial and vitai".""

Pran ~ a t h Seth 's book (1907) Successful tourism rnanayernent" is a

distinguished work which contains chapters l i k ~ ' impact of tourism' .

'planning and development of tourisrr.'. tourism at-id the state' and other

critical issues o n tourism. An interesting aspect of these chapters is that

necessary comparison is made with other tourist countries ot the world and

thus an overview of global tourism is illustrated. H e comments further that

"Destination India - a land of ail seasons and for all reasons"

Bhatia A.K. (1997) in the preface of his book writes: "by the year

2005, the WTTC stated that there will be 338 million people working in

tourism related fields. There were 212::~illioii jobs in 1519.5 with a gross

output of abou t $ 3.4 trillion . This may reach upto $7.2 trillion by the

year 2005. In 1995, travel and tourism contributed abou t 655 billion

dollars in taxes and this is likely to grow to 1 .4 trillion dollars by the year

2005".55 ~p -

53 Malik S.S. ; (1997) Ibid. p.X-XI. 54 Pran Nath Seth ; (1997) op.cit. p.329. 55 Bhatia A.K. ; Preface of the book Tourism Mo~lagement and Marketirly : Sterling

Publishers (P) Ltd., New Delhi (1997).

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Les Lumsdon (1997) in his book Tourism marketing" discloses a circular

tourism marketing environment a s given be lo~v :

M a r k e t j Trave l -+ D e s t i n a t i o n j M a r k e t i n g .

According to him, "Tourism marketing is the managerial process of

ant icipat ing a n d satisfying existing a n d potential visitol- wants more

effectively than competitive suppliers o r destinations. The mdrlagernent of

exchange is driven by profit, community gain or both; either way long-term

success d e p e n d s o n a satisfactory interaction b e r h e e n cus tomer a n d

supplier. It also means securing environmental and societal needs a s well

a s core consumer satisfaction. They can no longer be regarded as n~utually

exclusive".

Mohammed Zulfikar (1998) in his book "Introduction to Tourism and

Hotel indu~t ry"~ 'makes a deep insight into the 'tourism scenal-io in India',

'tourism under five year plans and impacts o' tourism' Much explanation is

devoted to hotel industry and current innovations in hotel industry.

Krishna R.R. and Govindaswamy M . (1998) in their article 'Marketing

in T o u r i ~ r n ' ~ ~ stressed tourism marketing d ~ i d statecl that 'market ing in

tourism means systematic and co-ordinated execution of business policy by

tourist undertakings whether private o r state owned a t local, regional,

national o r international level to achieve the optional satisfaction of the

56 Les Lumisdon ; Tourism Marketing ; International Thornson Business Press, London (1997).

57 Mohammed Zulfikar ; Introduction to Tourism & Hotel Industry ,

Vikas Publishing House (Pvt.) Ltd., New Delhi (1998). 58Krishna R.R. and Govinda Swamy M . ; "Murkefing in Tourism" , Southern

Economist Vo1.37. No.3 (March 15, 19983 p.10-12

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needs of identifiable consumer groups a n d in doing s o to achieve a n

appropriate return".

In tourism, innovation and ideas are vital for success. Allan Afuah (1998)59 in

his book "Innovation Management - strategies, inlplementation and profits"

mentions that "innovation is the use of neiv kllowledge to offer a new product or

service that customers want. It is invention plus commercialisation". I t again means

"the obligation of ideas that are new to the adopting organisation".

Indian Commerce Bulletin, Vol.2. August 1998, contains fourteen

topics on tourism. Aparajeeta Borkakoty and Nayan Barua 1,1998)~~ in their

presentation made in the book titled "Tourism Potentialities in the North

East, - S o m e implications from marketing viewpoint" give the following

suggestions:-

(a) There should be a cost-benefit analysis of the future projects designed

to uplift tourism in North-East. Only feasible projects should be

accepted.

(b) Tourism should not be considered in isoiation of environmental

factors and ecological balance.

(c) Marketing of tourism is possible ~viih market research conducted by

rated companies.

(d) The focal points of tourism like attraction, accommodation and

transport should be simultaneously developed.

59 Allan Aiuah ; Innovation Management - Strategies, lmpiernentotio~~ and Profits ; Oxford University Press(1998) p.13.

60 Aparajeeta Borkakoty and Nayan Barua ; "Tourisn~ Potentialities in the North East, Some Implications From Marketing Viewpoin!"; Indian Commerce Bulletin Vo1.2, No.2 ( A u g 1998) p.24-29.

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(e) Tourism fund allocated in state plan should be increased to generate

additional revenue.

Mohan I? Philip (1998) in his presentation o n "Keraia's eco-tourism

programme^"^^ strongly advocates diversification in tourism. "He opined

that to have commercial viability, diversification of marketable products is

mandatory. Even in case of tourism products, diversification is inevitable

to suit growth targets. All tourists who visit eco- tou~ism destinations may

a not be real eco-tourists. Therefore, the needs of general tourists are also to

be taken care of. I t may involve cultural, educationai dnd religious

aspects. Having a zoological park with all modern facilities is an innovative

idea which may attract a lot of tourists. A co-ordinated effort from the part

of DOT, forests and Zoo Authority of India is esser~tial for the fulfilment of

this object".

World Travel and Tourism Council (WTTC) (1999) in its ~wport "Travel

and tourism in India- the economic impact and potential"" released at its

World Economic Forum held in Delhi ha3 stated India's potential in travel

and tourism services was equally strong ancl that by implenienting clear,

cohesive policies towards this sector, some eight million jobs could be

created by the year 2010".

Bezbaruah M.P. (1999) in his book "Indian tourism - Beyond the

M i l l e n n i ~ m " ~ ~ says "Bill Gates, the Guru of IT Industry predicts tourism as

61 Mohan P. Philip ; Indian Commerce Bulletin ; lb id . Vol. 2 No. 2 (1998) p. 54 Aarti Dhar ; "WTTC, ASSOCHAM, Moue to Book Tourism" The Hindu (28-9-'99) p . 14. BezBaruah M.P. ; lndian Tourism - Beyorid the Millennium : Gyan Publishing House, New Delhi (1999).

o n e of the three industries of the future" He exp la~ns the growth of tourism

industry in the world and makes a compar~son of it with Indian Tourism

Relevant facts and figures are given to support his conclusion. Among

the South-Asian countries, India is the leading dcstinatiorl with maximum

earnings from tourism.

Raina A.K. (1999)64 who conducted a post doctoral reserarch strongly

advocates Eco-tourism for sustainable tourism developnlei~t in his article,

"Eco-tourism as a logical component of sustainiible development requires

a multi-disciplinary approach, careful planning and strict guidelines and

regula t ions t h a t will g u a r a n t e e sus ta inab le o p e r a t i o n only through

inter-sectoral involvement, this goal can be achieved".

Manohar Sajnani (1999) in his book "Indian Tounsm Business - A

Legal P e r ~ p e c t i v e " ~ ~ d e s c r i b e s "tourism as the second largest industry in the

world ie., next to oil industry and third in India after Gem and Jewellery

and garments. He further says that:

"To a n economist, tourism will mean an economic activity as a n industry;

To a n en,vironmentalist, it means sustainable tourism with Less damage to

nature;

To a holistic viewholder, it is a n integrated field of activity: and

To a social scientist it means social and cultural aspects".

64 Raina A.K. ; "Eco Tourism Potentiais ir! the Pushkar Vaiiey Problems & Prospects for Sustainabilir)" , The E c ~ n o m ~ c Cllaiienger ; (Oct-Dec. 1999).

65 Manohar Sajnani ; (1999) op.cit.

-28- Praveen Sethi (1999)66 in his book "Nature and scope of Tourism"

opines that "earnings from international tourisni represent a n invisible

export; they are the result of selling the country's tourism product to tourists

from abroad. Expenditure on tourism are the opposite. They !-epresent an

invisible import; one ' s residents are buying a tourism product elsewhere".

He says that there are three levels in tourism namely, ( i ) government

organisations and institutions ( i i ) intermediaries and ( i i i ) ancillary support

services . Cit ing the c a s e of S i n g a p o r e . he s a y s " S i n g a p o r e lacks

outstanding natural resources and has little i n the way of heritage attraciion

a n d cultural sites. Yet it has m a d e much and much at tract ions like

shopping, entertainment, tours, excursions which are mostly man-made".

About the present tourism scenario in India. :'lie Competition Success

Review (2000) 67 describe: "that compared to the l ~ o o m i n g tourist industry

in other countries, the tourist arrivals in India is a mere dribble. We don't

want foreign tourists to swamp our country and spoil our environment and

culture. But, we require a tourist policy that would help us earn a large

amount of foreign exchange without destroying our ecosystem and values.

India is a mini world, a microcosm where the discerning tourist can see a

world in the capsule called india - its religious temples, churches and

mosques older than those of Europe. Tile varioiis festivals. the different

climate, the monsoon, the plant life, animal life, the archaeological sites,

the foot prints of history - all should make India a n excellent show piece for

66 Praveen Sethi ; Nature and Scope o/ Tourism : liajat Publications, Delhi ( 1 9 9 9 ) p . 3 .

67 Competition Success Review, super Bumper Issue. (January 2 0 0 0 ) pp. 20, 166.

any visitor. Here too, publicity is as important as basic facilities for the

tourists".

Pitamber Sharma (2001) in his presentatioln in the book "Toul-ism

Towards 21st century" titled "Sustainable tourism in the Hindu-Kush

H i m a l a y a ~ " ~ ~ tells abou t the co-ordination of participating agencies in

tourism as "co-ordination and complementarity xmong different sectoral

agencies is a must for the success of a tout-ism policy beca~ lsc tourism, in

practice, is not the responsibility of a single agency but of a number of

agencies".

Tourism products are both natural and man-made where as , tourism

hospitality services are entirely human contributions. By sitstainability in

tourism, what is meant is the existence of a tourism product to deliver

lasting attraction to tourists without 1mpa;ring the socio-cultural and

environmental set up.

"In e c o n o m i c terms, ' sus ta inable t o u r i s ~ n ' m e a n s a process of

development that is economically efficient, has positive backward and

forward linkages that relieve pressure o n fragile resources and allows and

promotes management o f resources i n ways that nor only consider the

present needs but which can also support the iieeds anti aspirations of

future generations

In socio-cultural terms, it means to ensure that it is compatible with the

culture and values of the people that its benefits are broadly shared, and

68 Sunil Gupta and Bansal S.P. (Eds.) ; Tourism Toulcrds 21st Cerrtury ; Decp Deep Publications (P) Ltd., New Delhi (2001).

that it strengthens community identity, promotes wider participation in

decision-making and enhances peoples control over their own lives.

In ecological terms, it means that the level of tourlsln and tourijt activities

h a v e t o b e compat ib le with the m a i n t e n a n c e a n d e n h a ~ i c e m e n t of

ecological balance, biological resources and their diversity so that the

capacity of the environment to regenerate itself is not itijurecl"' '

Batra G.S. a n d Dangwal R.C. (2001 1 , Editors of the book "Tourism

promotion and development 70 illustrate eighteen conti-ibutions on tourism

representing various aspects. R.C.Dungwai in his presentation "Marketing

of tourism in India; New paradigms" says that: " India has great tourism

potential d u e to its unique cultural and natural attractions ?'lie potential

has not been fully exploited and whatever attempt made in this direction

have not met the expected". He further explores irnnlense vistas in India for

skiing, river afting, trekking, paragliding, water sports and wildiiie tourism.

69 Sunil Gupta and Bansal S.P (Eds . ) ; (2001) lbid. '' Batra G.S. and Dangwal R.C. (Eds . ) ; Tourism Promorion and Dcueloprnent

N e w Aduonces ; Deep Deep Publications (P ) Ltd., New Delhi (2001)pp.51 - 52.