Chapter 3


Methodology



            This chapter focused on the techniques that were used for the completion of the study, which includes the assessment for the gathering and interpreting of the information that comes from different sources. Although there are several methods that can be used for the completion of a study, there are also several methods that may only fit exclusively to a particular idea and therefore also the most practical technique to be used. This study exercises that belief and in this chapter presents the methods used for the judgment of the readers based on their validity.



            It is greatly important for any study to be objective in order to properly view the circumstances that the factors affecting the subject should be described, analysed, and even experimented on. With the topic of this study being the tourism methods used by Kerala and the measures that were used for the development of their tourism industry, specific research methods were used to ensure that each information gathered will be specified accordingly and will also be based on the truths that the study has found. It also states the procedures followed by the researcher to acquire the permission to gather the information and also from whence the information were taken. This will allow other researchers and also practical critics to take the data into consideration



3.1 Research Design


            This study was conducted in order to evaluate the tourism industry in Kerala and how they manage to ensure the preservation of their culture and their historical institutions, as well as the activities involved in the community when it comes to the preservation of these tourist spots. For this purpose, the qualitative descriptive method was used for the study as it described the nature within the specified area. The use of this kind of research considers the different aspects of the programs involved in the tourism industry and also the different institutions in the area are involved in the tourism industry. In order to facilitate such study, the qualitative research method was an advantage due to the descriptive method focusing on the gathering of information based on the present existing condition By detailing the programs and the actions used by the different corporations and institutions of tourism in Kerala, this study was able to gather the necessary information based on a specified methodology.



            The use of this research method also dictates that the use of two resource methods may also be utilised, and as such the primary and the secondary data were used. The primary data is derived from the answers respondents gives in the structured questionnaire prepared by the researcher. The interview also provides more information alongside the information gathered by the questionnaire. This method will be expanded in the next section. The secondary data, on the other hand, derives from the findings stated in published documents and literatures related to the research problem. These are based on the past changes and improvements that have been done by the government of Kerala that have managed to affect the decisions of tourists and visitors to the areas.



Despite this, the qualitative research will also be used with the quantitative approach which focuses on the numerical findings obtained from the survey used in the research process. The interview on the other hand will make up the qualitative approach of the study as this will focus on personal accounts, behavioural and learning observations as well as on opinions and individual insights. This study will employ qualitative research method as it will attempt to find and build concepts that will explain the relationship of one variable with another variable through qualitative elements in research. Through this method, qualitative elements that do not have standard measures such as behaviour, attitudes, opinions, and beliefs within the business domain will be analysed. Employing both qualitative and quantitative methods will help in ensuring reliable results. Furthermore, this strategy will help in overcoming the limitations of either approach.



3.2 Instruments for Gathering the Respondents


            There are several ways that the information may be gathered, as it is with the gathering of data from the actual respondents. While the focus of the study was based on the changes that were implemented in the area, information based on the perception of the people affected by the changes were also helpful in building a greater picture on the direction that the tourism industry was heading as well as be able to pull in the sentiments of the people who are involved with the development; this will also see if the people believe that these changes are improvements or hindrances to their community.



            There were several respondents gathered for this study; it was determined that the information would be gathered through the use of questionnaires which were sent out to different people who were affected by the change; these include the people who are living within the areas that were developed for the tourism industry as well as the workers who worked on the establishment of new institutions. This will allow for the respondents to represent specific factions in the study and will also put their points of views into the research. A total of 100 respondents were taken into consideration and of whom the questionnaires were distributed to.


            


The questionnaires were randomly distributed to the respondents who were asked to return the questionnaires after a short time; it is emphasised that the respondents were all aware of the nature of the study and that their views are imperative for the outcome of the study. Moreover, it was also made clear that this study will not in any way redistribute their private information and will only be used for the statistical and descriptive analysis of the study and for the formulation of the conclusion. These questionnaires were divided, half of them focusing on the people residing in the area while the others were distributed to the workers who have contributed to the development of the tourism industry and also the different industries that were affected. There was a 100% surrender of the questionnaires, therefore there are 100 respondents who were included in the study.



However, it was also maintained that several characteristics of the respondents must be included. Inclusion criteria were used in selecting the participants. This was for the purpose of obtaining the respondents that can provide relevant information. The participants were 20 to 60 years old; this is for the researcher to obtain direct and clear data from the respondents. In order for them to answer the survey and interview, the people within the area must also have lived in the area in question for at least a year while the workers who were included in the development of Kerala must also have several ideas concerning the possible outcomes of the changes, thus giving them the chance to use these observations on their participation in the study.



3.3 Research Instruments and Procedures


            The study requires that the researcher follow a systematic method of gathering the information in order to gather the necessary data through rational method and also to ensure that there be no confusion in the intent, especially as the study mainly concentrates on the opinions of people, thus including their personalities and rationalities in the study. Several techniques will be used for the study besides the ones that were given previously that focus on the respondents.



3.3.1 Area


            Based on the subject of the study, the specific encampment of the study only surrounds Kerala and the immediate surrounding, while also including some of the transportation lines and directions that could be included in its scope. Because of the nature of the study, which allows some information from both the workers and the residents of the areas—either unrelated or related to their work and their residency—then it may be necessary to include those who may have connections to the improvement but are not in any way resident within the area. Nevertheless, this is a measure to ensure that those who have information and opinions on the matter will be those who are able to receive the intended ideas and thus be able to perceive their ideas.



3.3.2 Survey


For this study, two research tools will be used to evaluate the facilities, the programs, and the infrastructure of the tourist spots as well as the methods on how to get there. These research tools will include the survey and interviews. A structured questionnaire will be given to the respondents. The questionnaire contained questions pertaining to their views or personal insights regarding their views on the tourism industry in Kerala. This questionnaire also asked the respondents’ level of satisfaction after specific changes have been done to the area while also asking how they believe these can be improved. Aside from the tourist site features, the service quality will also be scrutinised based on the different offered programs:


1        Tourism areas (infrastructure, activities, scenic areas)


2        Facilities (hotels, souvenirs, availability of the area)


3        People (relationship with the other people within the area)


4        Services (efficiency, quality, speed)


            In order to use the questionnaire as an evaluation tool, the respondents will rate each statement or question in the survey using a Likert scale with a five-point response scale. A Likert Scale is a rating scale that requires the subject to indicate his or her degree of agreement or disagreement with a statement.



The Likert scale is usually used to measure attitudes towards an object, the degree to which an object contains a particular attribute, (Like or dislike), toward some attribute, or the importance attached to an attribute.  In this type of questionnaire, the respondents will be given five response choices. These options will serve as the quantification of the participants’ agreement or disagreement on each question item. Below is the equivalent rating for each score:



3.3.3 Questionnaire


            The questionnaires were made based on the ideas and the objectives of the study as were previously suggested in the other chapters. These were structured based on the specified problems that were given. The choosing of the respondents were done through random selection. As was specified, 100 respondents were chosen to answer the questions and that all of them returned their answers through the questionnaires to the researchers.



            The focus of the questionnaires was mostly on their perspectives on the possible directions that the tourism industry in Kerala will go to, especially with the development on their area. Moreover, there were questions that focused on the respondents’ methods of adapting to the changes and how they believe these affected their own lifestyles, livelihoods, and even their own views on society and culture. The questionnaire comprised of the following ideas:


1.      What are the main infrastructures and areas that were developed by the government and the people for the tourism industry?


2.      What are the reactions of the respondents (both the residents and the workers) in the changes that their area has managed to develop over time?


3.      What are the programs that the tourists can avail there, and why was the program structured as so?


4.      Will these changes structure improvement in the tourism industry as perceived by the residents and the workers? How so?


3.4 Validity


            To test the validity of the questionnaires and the interview schedules that were used for this study, the researcher submitted these instruments to five respondents for corrections. From here, the respondents and the researcher managed to find the possible errors and problems that should be fixed for gathering the necessary information. The researcher also re-examined the content of the interview questions to determine the reliability of the instruments and thus excluded some irrelevant questions as well as changed vague or difficult terminologies to simpler ones. The validity of the questionnaires were allowed based on the changes that the mock-respondents gave. Once the questions were edited and some additional information on the possible gathered background were done, the mock-questionnaires were again given to another set of respondents who again tested the validity of the questionnaire. This was done again and again until the questionnaire was perfected enough to be distributed to the respondents.



            The validity of this study mostly focuses on the decisions generated by the researcher in order to ensure that the information gathered are as accurate and as specific; this undoubtedly helped with the formulation of the findings and through the conclusions. The readers are encouraged to have their own opinions regarding the strategies used for this study in order to have their own ideas on the possible measures that may allow the protection of the data and for the researchers to continue gathering them without fear of possible subjective problems. As such, because4 the study concentrated on the objective approach, there is the need for the researcher to ensure that each method used will reflect this approach.



3.5 Resources and Interpretation of the Data


            As was discussed previously, there are two resources that were used for the completion of this study, one of which is the primary resource (or the direct information-gathering which was discussed in the earlier parts of this chapter) and the secondary resources. The secondary resources were taken from the literatures and published documents that pertained to the changes and developments that have occurred within Kerala and thus allowing for objective perspectives on the changes. This will also be used to correlate with the data that the respondents give, providing a wider understanding on the goings-on in the tourism industry.



            Data gathered using these instruments were collated for analysis. Data analysis will primarily be characterised by comparative and statistical approach. Qualitative data derived from interviews will be presented in text and tabular formats. These will then be supported by quantitative data from the survey questionnaire used, which will be presented in graphic forms. In order to facilitate the computation required for this study, the SPSS program will be utilised. Specifically, descriptive statistics and frequencies will be computed so as to evaluate the visitor experience of the selected participants.


3.5.1 SPSS


            The SPSS is a software that allows faster assessment of the statistical data as based on the compiled information and backgrounds of the respondents. This allowed the researcher to take note of the different information that the data resolves and be able to use these data for the assessing. Moreover, the SPSS is also valuable for quicker results that will save the researcher time and effort in understanding the different information. However, it must also be emphasised that despite the help that SPSS offers to the assessment of the study, there is the continued need for the researcher to know how to analyse the data and be able to give the necessary conclusions and findings based on the gathered information. Moreover, the descriptions of the situations must also be conducted based on the area as well as certain circumstances must also be included through objective study, thus requiring that the researcher to be analytical. As such, this study is the result of the effort in pacifying the use of analytical and scientific assessment as included with the observation of the researcher, while also making the connection.



3.6 Issues to be Addressed for the Study


Because this study will utilise human participants, certain issues must be addressed. The consideration of these issues is necessary for the purpose of ensuring the privacy as well as the safety of the participants. These issues must be identified in advance so as prevent future problems that may arise during the research process. Among the significant issues that need attention include consent, confidentiality and data protection.



3.6.1 Gaining Consent


            Securing permission and gaining the consent of the participants for this study is an important ethical consideration. In order to do so, the researcher must relay the aims of the research clearly to all participants. Each participant should be asked to accomplish a consent form, stating in detail all the activities involved as well as the purpose of the study. The reasons why tourists are selected as participants should also be stated so as to enable the selected participants to connect the aims of the research with that of the participant qualifications. In the consent form, the researcher should also discuss in detail all the treatments or procedures that will be done during the process.


            


Building rapport and gaining the trust of the participants who were involved in the study are also essential. These will help in ensuring the cooperation and willingness of the participants to give dependable and sufficient data that will help the study. Although the participants may initially give their consent for the research process, the researcher must give the assurance that they are allowed to withdraw from the study even without providing any reason. By giving this freedom, the participants will not feel forced to participate in the process.


            


The possible risks that were included in the research were also discussed with the participants in an effort to gain their consent and also to let them know about their position in the study. More importantly, mechanisms to prevent risks of information leak was also considered and used; one of these is to practice openness and to ensure that the researchers who have access to the information will keep their confidentiality. Openness and honesty all throughout the study assured the research respondents that their security and safety is of utmost priority. All of these factors to gain the consent of the research participants were discussed in the most comprehensive manner based on their level of understanding.



3.6.2 Confidentiality


            The privacy of the respondents as well as the confidentiality of their responses was prioritised by the researcher as well. This was done through keeping their private information confidential and by merely using the information that they have given as part of the statistical information of the study. Moreover, it was ensured that the respondents know the purpose and subject of this study in order to help them with the formulation of their own perspectives. It is thought that this reassurance lends to better and more accurate responses from the respondents as their reasons will be given better assessment and they will be less inhibited when it comes to responding on the questions that may be based on some personal information.







Chapter 4



Presentation, Interpretation, Analysis of Data




As one of the world’s largest industries, tourism has the capacity to improve the material life of communities that have lost traditional industries as trade barriers have fallen. This is particularly true in India where international travelers flock the city for business, leisure and for shopping. This development had in return produced positive and negative effects on the economy and the lifestyle of residents of the country. Specifically, the tourism industry had greatly produced an impact on the hotel industry, the aviation, communication and transportation industries, the environment, the tourism planning of the country and the residents.



While tourism is said to produce several constructive developments in Kerala, India, tourism can also have severe negative impacts on a community, outweighing any economic and cultural benefits. This chapter presents the major issues facing Kerala in lieu with its booming tourism industry, the effects of the tourism development in Kerala to its present state, the impact of tourism development in Kerala and the implications on the tourism strategies and planning of Kerala, India. Subsequently, a comparative analysis on the tourism development planning and strategy of India with the findings of tourism scholars is presented.



This chapter is divided into three parts. The first part shall tackle the result of the questionnaire conducted on 100 respondents regarding their perception of tourism and tourism development. The second part explored the issues in tourism planning and tourism development in Kerala, India through the interviews of six key personnel in the tourism development sector and two (2) interviews from public tourism officials. The third part discusses the result of findings in comparison with the findings of other scholars and researches in the field of tourism development.  Actually, primary research and secondary research was used for this study. Primary research was done using questionnaire survey. The secondary sources of data will come from Tourism and Management books, thesis studies on tourism development and articles from journals, specifically the Journal of Tourism and Business management.



            As indicated, this chapter presents the information gathered from the responses of the respondents to the surveys and interviews conducted by the researcher. Basically, this paper seeks to attain the following objectives:


Ø      To analyse the cultural, traditional, ethnical, historical, scenical and such tourism related resources of Kerala.


Ø      How far these could, and does, promote Kerala tourism.


Ø      Whether all these potentials have been tapped to the maximum or not.


Ø      If not why, and solutions thereof.



            The researcher shall also place figures for greater clarity on the discussions.


4.1 Part 1. Perception of the Respondents on Kerala Tourism

The respondents of the survey questionnaire can be considered as young adults. A majority of 65% came from the age group 25-30 followed by those in the age group 20-24, they comprise 23% of the total respondents. Consequently, only 8% and 4% came from the age group of 31-35 and 36-40 respectively. There were no respondents from the age group 41-50. This data showed that most of the respondents are relatively young. Most of them are also females who comprised 60% as against the 40% males. The dominance of the young adult respondents has a significant impact to the study since it was unexpected. Meaning to say, majority of the respondents in the area are in this age range.



In terms of educational attainment, the respondents are on the average. A major bulk comprised college graduates- they consist of 45% of the total respondents whereas 42% are high school graduates. Ten percent had finished graduate studies and only 3% have finished elementary.



The demographic profile of the respondents shows two important characteristics of the sample: (1) the respondents are basically ordinary individual connected in the tourism industry; and (2) the sample size is evenly distributed. These two factors are of significance in determining the representativeness of the sample since the relationship of the samples to the tourism industry is in good condition and the information from the samples has a significant impact to the study. Moreover,



            


            The demographic profile shows that it has accomplished these two main prerequisites.



            Apparently, the perception of the respondents on tourism is divided into three main issues: (1) the perceived economic advantages of tourism including the industries and sectors connected with tourism; (2) the effects of tourism on the residents and the community; and (3) their perception on the effectiveness of the tourism planning and development measures.


            


This section addresses the three objectives of this study. First, to determine the economic development that tourism had brought to Kerala and how the government assessed that development in terms of its economic and community benefits. Second, it evaluated the planning and development of Kerala in terms of the effectiveness of the government officials and the tourism planners. Finally, it made suggestions on the measures that can be done to improve tourism and tourism planning and the specific areas to target in improving the tourism industry.




4.1.1 Economic Advantages of Tourism






Tourism presents an opportunity for economic development particularly in the industries that is connected with tourism such as hotels, travel, food and other consumer-oriented sector. Table 1 presents the perception of the respondents on the status of Kerala as tourist destination. Based on the perception of the respondents, 42% of them agreed that there’s heavy tourist inflow in Kerala.  However, 33% of them stated that there’s not enough inflows as there actually can be.



            Moreover, the tourism industry had also propelled the establishment of restaurants, bars and malls that flocked the city. The result implies that tourism is seen as productive in the economic development of Kerala both in terms of industries and establishments and also in terms of bringing in employment to the residents.






                Exhibit 2 indicates the perception of the respondents regarding their view towards the visiting travelers in Kerala.  As illustrated in the figure, 14% of them stated that visiting travelers viewed Kerala as tourist destination with poor infrastructure, unclean roads and measly hotels. In spite of these perceptions, 29% of them which is the dominated response believes that Kerala is Gods own country.




            Exhibit 3 presented the kind of tourist does Kerala attract most based on the perception of the respondents. The researcher found out the three dominant reasons of their purpose of visit in the Kerala i.e. families, business transaction, and vacation. Based on the survey, 14% of the respondents were in the Kerala because of their business transaction. Actually, business oriented personalities choose the place because they found it more convenient, relaxing and perfect for business transactions. Apparently, the dominated response i.e. 15% of the respondents believes that most of the tourists are holiday makers thus their purpose of visit is for vacation. The illustration also show that tourist were in the Kerala because they are looking for nice place to have rest with their families. In addition, researchers, travel enthusiasts also wish to stay in Kerala for good environment.



Exhibit 4 illustrates the perceptions of the respondents regarding the revenue contribution in Kerala.  Based on their perception, it is found out that domestic tourism contributes more which was justified by 35% of total responses.  On the other hand, 34% stated that neighbouring countries is the dominated factor followed by 31% of foreign tourism.




            Consequently, the government is also spending money to attract tourists. And according to 52% of the respondents, tourism potential of Kerala has been exploited to the maximum possible. However, 48% disagreed on the statement and these 48% believed that scenical factor in tourism should be taken in consideration since 27%, the dominated response voted for it. The respondents do not see this in a negative light. However, not all of these respondents believed that tourism can improve the lives of the people. It implies that while they associate tourism to be in congruence with economic development, it does not necessarily imply that it can improve the quality of life of the people.


               


                The respondents were also asked regarding their view towards the aspects to be utilised in order to improve tourism in Kerala.  According to the survey, lack of proper exposure seems to be the dominated factor i.e. 37% response. Followed by advertising variable i.e. 31%.  Apparently, 20% stated that poor infrastructure should be also considered and only 12% for hospitability factor.



4.1.2 Community Effects of Tourism

Most tourism planners consider maintaining and improving resident-tourist relations critical to the long-term viability of tourism destinations. Actually, resident attitudes toward tourism development range along a continuum from negative to positive. Thus, believe that despite positive feelings toward tourists, residents often noted specific negative impacts. These impacts included increases in unsafe traffic conditions, crime, drug addiction, and alcoholism. As shown in the study of the benefits perceived by residents included increased employment opportunities, income, tax revenues, and quality of life. Thus, many tourism researchers have assumed that determining sources of negative impacts can result in policies that mitigate them and improve resident attitudes. Moreover, majority of the respondents agreed that the unique geographic position held by Kerala as a trading centre, has been a key factor in bringing about the huge increase in tourism development.



Actually, the respondents generally have a positive attitude on the effects of tourism on the community. The result implies that the perception of the respondents on the negative effects regarding disruption on the way of living in the community and the adverse environmental effects is not seen as caused by tourism. In addition, exhibit 8 justified the role of media to improved tourism in the region and it is found out that media really plays their role to improve tourism in the region and only the attraction should be improved. And they believed that the strongest potential yet to be fully tapped is the tour schedules and travel plans consideration. Moreover, as shown in exhibit 9 the Vallamkali and such traditional aspects need exploitation.



            The subject respondents were also asked if they travel in abroad. Based on exhibit 10, 49% of the respondents have already gone to different places all over the world.  From this 49%, majority of them i.e. 43% travelled to Dubai.  Followed by 35% Hong Kong and the rest are in different states in America.



4.1.3 Tourism Planning and Development

Although resident attitudes toward tourism development are frequently discussed in the context of communities, rarely do researchers discuss the implications of these attitudes for urban planning. At the same time, however, tourism planning continues to evolve from having a design orientation toward having a more inclusive and sustainable community approach.



            The respondents presented their evaluation of the planning, the strategies and the management of the government agencies in their tourism agenda. The boasting of tourism entails a more strategic response from the urban and national tourism body. The result showed three patterns concerning tourism planning and development in Kerala. The first pattern showed that the respondents had a positive attitude towards the tourists but they also asserted further improvements on the way the local agencies in tourism treat the local communities. This sentiments is echoed by statements suggesting that the tourism agencies should listen more to the local residents and take into consideration their plight before implementing tourism development projects. Planning with the residents is seen as vital by the respondents and the residents sees themselves to be given a better role in the decision-making process. Actually, Exhibit 11 indicates that 72% of the respondents believed that hospitable treatment in Kerala is same to both foreign and domestic tourist.


            The second pattern shows that the residents are supportive of the tourism industry to increase their level of activity in terms of further developing the tourism industry. This is evidenced in statements suggesting that investments be made in tourism and that more projects be built to bolster the tourism industry. Thus, as shown in figure 12, 51% of the respondents believed that tourism department’s effort in improving Kerala is in good condition.



            Finally, the respondents emphasised that the tourism planning authority still has to address issues such as balancing the needs of the residents and that of tourism. A strategic plan is recommended by the respondents in this area. In terms of the success of the projects by the agency, the respondents showed their positive evaluation of the planning and development activities in the tourism industry. In regards to this, 38% of the total respondents rated India’s tourism for improvement in order to have better position in international tourism.







            And for India’s image improvement, Kerala has contributed a considerable share according to 39% of the total surveyed individuals.


Tourism development as noted earlier is seen by the residents as a good development. This is because of the economic and the cultural developments that the respondents have said to contribute to Kerala in particular. Thus, the investments made by the government in bolstering tourism spots is supported by the respondents but as Exhibit 15 illustrated, it would be great if not for the poor infrastructure and communication accommodation problems as viewed by 26% of the total respondents. The only area in which they seek to reconcile with the tourism planning authority is their consideration of the local residents in formulating the policies and projects. The respondents feel that residents should have a greater participation in management.




A majority of the participants of the study evaluated that the sites they visited were accessible and in excellent condition, but there’s always a room for improvement.  They did not consider it a problem to even walk sometimes in order to come to these sites. The time that tourists spent to visit these sites in Kerala appeared to be worth it. As shown in Figure 16, majority (27%) of the respondents agreed that the sites that they are really attracted to the traditional and historical wealth which makes the state unique. As many tourists were seeking beautiful sites within Kerala, their waiting time was always cut short with breath-taking sites and sceneries.



4.2 Part 2. Interviews

            The result of the two sets of interviews presents almost similar results in terms of two areas: the planning strategy of the tourism agency and the support of the government in developing the tourism industry. Moreover, they supported the development of tourism and asserted that is central to the aviation, transportation and other sectors connected to tourism.



            The key personnel in the tourism development emphasised the role of tourism in developing the other industries connected to tourism. They asserted that the aviation industry particularly of Airlines in India has been seeing productive and profitable financial health because of the tourists attracted by Kerala. Commercial planes the suggested had also increased showed profitable years despite the economic fluctuations that the world had experienced. This goes to show that the tourism industry had been ensuring the health of the aviation industry. This is also supported by the two public tourism officials. They added that the aviation industry has also been supportive in return and has kept their plane fares reasonable. While the aviation industry remains competitive, there are enough tourists to keep the plane companies operating at a profitable level. 


            In addition, the interviewed personalities in Kerala agreed that there are several factors affecting the development of tourism in every country specifically, the treaty relation with other country and beyond have been influential in bringing about the tourism development in Kerala. The interviews from these personalities also yielded to a conclusion that tourism development is now a key economic area for further investment, re-generation of India revenue.


             In terms of the transportation industry, public transports have also been enjoying a substantial share of the advantages that tourists bring. The public officials suggested that they have set measures preventing abuse from drivers and have built instructional guides to tourists on how to go around in the country. The efficient transportation services offered by Kerala have also resulted in pleasant experiences of tourists.



            The biggest success however belongs to the hotel sector and other accommodation inns. This is because the high rate of tourists visiting Kerala opts to stay in India’s luxurious hotels. This has led to the establishment of several hotels in the city. Despite their number, the sector according to the tourism development planners remains profitable. The influx of tourists also provided for the establishment of first rate hotels and those who caters to tourists who have fewer budgets.



            In the food industry, all of the interviewees agreed that tourism also breeds the development of the food sector. This is manifested by the entry of restaurants and fast-food chains in the India. According to the interviewees, there are still chains that are expanding and that the influx of restaurants is booming.



            In terms, of the planning strategy of the tourism sector, the two public officials showed a more conservative approach that the tourism development strategists. The public officials supported a more conventional means of marketing the tourism industry by sticking to the historical tourist’s site whereas the development strategists stressed the importance of expanding tourists’ spots and developing new ones. There was also a divergence in their views on public consultation. The public officials were leaning more towards a more participative decision-making involving the residents. However, the tourism strategists were focusing more on the expansion and the marketing of tourism for the tourists. These tourism strategists also accepted the fact that the future uncertainty about the sustainability of oil production within India and the region may pose an obstacle to future tourism development.



            The result of the interview presented the concerns expressed earlier by the respondents of the survey while there has been differences in their perception of the tourism planning and how it should be done, they all presented the same view that tourism is a significant component of the india economy. Thus, tourism development must be advanced.


4.3 Part 3. Imperative Evaluation

The phenomenal growth achieved by the India tourism industry, especially hotel establishments, reflects the constant efforts of the department to boost the image of Kerala in overseas markets and enhance awareness about the world-class facilities and attractions available to visitors.



The areas discussed in the findings of the study reflects three main points: the effects of tourism on the community and the perceived effects of the residents on tourism, the economic effects of tourism and the strategy adopted by the tourism industry in implementing the development plans.


4.3.1 Community and Tourism Development

Within the past century, international tourists have increasingly sought exotic destinations in their pursuit of relaxation, escape, and adventure. Recognising the opportunity to earn valuable foreign currency, Kerala have catered to these desires by encouraging tourism development. Recognising the opportunity to earn valuable foreign currency, most developing countries have catered to these desires by encouraging international tourism development. Some countries, such as Nepal and Jamaica, have gone so far as to make international tourism a top priority in their national development strategy


The findings of this study are supported by the earlier findings of scholars asserting that tourism is also healthy to the cultural aspects of the community. Tourism has also been beneficial for local cultures. It is frequently associated with a revival of artistic traditions that were previously in decline, as well as the emergence of new forms of cultural expression.



            How tourism affects the environment also varies from case to case a harsh critic of the tourism industry, argues that tourism development often “diverts resources (energy, land, and water) away from the local population” and “puts heavy stress on the environment, since tourist sites require reconstruction of the landscape and increased use of petroleum products and toxics such as chemicals, fertilisers and pesticides.” In Nepal, locals have depleted wide tracts of forested land in order to accommodate the growing number of hikers who demand wood for cooking, hot showers, campfires, and building materials. Further, the Nepalese environment is polluted with trash left behind by them and mountain climbers . Tourism-related pollution in Jamaica is destroying coral reefs and harming local fish populations. On the other hand, environmentally friendly tourism, or ecotourism, contributes to local and global awareness of environmental problems and can provide a lucrative alternative to the destructive uses of the environment, such as logging.


4.3.2 Economic Gains of Tourism

            Similar to the findings of this study, economic gains has also been highlighted in the literature. Tourism development in the tourism literature is generally described as a mixed blessing. It can create new service jobs, provide people with greater income, and help develop the local infrastructure. However, tourism can also have negative economic repercussions, especially when there are large numbers of tourists.


            Government officials in Kerala also have a vested interest in the development of tourism. They believe that tourism has the potential to provide new jobs and help develop their country’s infrastructure, but on certain issues there is a great deal of tension. These include procedures to obtain tourist visas, tax policies that affect tour operators and tourists, the responsibility of tourism promotion, and licensing tour operators.



4.3.3 Tourism Planning


            The concerns expressed in this study regarding the sustainability of tourism and its effects on the community have also been suggested in the literature. The difference is that Kerala according to the respondents has been focusing more on expanding tourism and there has been little attention on the sustainability issue. Moreover, participative management has also been suggested by the respondents and has been cited by scholars to be important components of environmental plans and programs.



            Beginning in the early 1970s, a few authors proposed planning techniques for sustaining tourism on the destination or attraction level. Contemporary  Design with Nature, signalling the beginning of environmental design, Gunn’s Vacationscape: Designing Tourism Regions sympathetically integrated landscape design principles with a region’s tourism resources. However, although these technical approaches, mirroring comprehensive rationality, fostered new awareness of tourism as a planning issue, many early attempts at tourism planning placed little emphasis on resident attitudes or citizen participation. Thus, for the increase of Kerala tourism progress, the researcher suggested to consider and study the proposed planning techniques to identify whether this technique is applicable to the said regions.



Following the advocacy movement, tourism planners in the 1970s began to acknowledge the need for a more participatory approach. For example, advocated the participation of multiple stakeholders in the tourism planning process, although such an approach was rarely practiced. noted that growth management contributed to sustaining the tourism product, with final decisions best left in the “hands of managers of resources with full public input”.



During the 1980s and 1990s, community-driven tourism became a major research theme, frequently under the guise of downtown redevelopment. In this era of strategic planning, many planners saw tourism as a replacement for “twilight” industries and a form of civic boosterism .



Recent contributions to tourism planning show a diversity of perspectives. For example, The Tourism City is composed of case studies on urban tourism as an economic development strategy.



The sum of significant variables in this study implies a partial equation for community attachment and attitudes toward tourism development that may be termed investment plus roots: Attitudes toward tourism development and subsequent planning efforts are a function of neighbourhood of residence, the amount of economic investment made there by residents, and the relational networks that bind household economies or “collective investments” together.



To some extent, the residents of Kerala have much in common with people worldwide attempting to retain a sense of identity and belonging; other residents, however, view them as impeding progress. Therefore, this study has implications beyond that of tourism planning, historic districts, and attitudes toward tourism development. It speaks to one of the major paradoxes of the human condition that all planners must eventually address: how to plan for the future and preserve the best from the past upon which this future must inevitably build.



Chapter 5


Summary, Conclusions, and Further Recommendations



            This chapter provides the final sections to be included in the study, which is the summary of the whole study including the reiteration of the aims and objectives of the study as well as the findings that were presented in the previous chapter. The conclusions were based on these findings and enumerated the deductions made based on the presented information. Finally, the further recommendations listed the actions and further researches others—including both researchers and organisation leaders or teachers—may do in order to ensure the use of the data gathered by the researchers of this study. As such, this chapter was further subdivided into three sections.



5.1 Summary of the Study


            The study concentrated on assessing the characteristics and expectations of the tourists visiting Kerala and from this the researcher must be able to assess the success of the Kerala tourism industry based on the perspectives of the tourists themselves. Here, the research must also focus on the specific expectations of the tourists regarding Kerala, which may include the culture, history, architectures, places, and other such attractions for the tourists. Finally, the study sought to find ways in which the tourists’ experiences will also be heightened and improved over the years based on changing or developing some aspects within Kerala. Since tourism plays a significant role in the economy of Kerala, India, this study was helpful for improvements and development of the industry, and may also be helpful for the researches on the tourism expectations of the country.



            The research method utilised both the qualitative and the quantitative method for the gathering of data; these methods were helpful in gathering, measuring, and interpreting the information from the tourists. Both the questionnaire and the interview methods were also used for the gathering of data; the respondents numbered to 100 were given surveys questionnaires and interviews for two tourism officials. The area of study is confined within Kerala, India and will focus on the famous tourist spots that the tourists believe should be gone to. The three areas concerning the tourism industry to be considered by the questionnaires and the interviews are the facilities that the tourists used, the features of the tourist spots, and finally the quality of the services that they received. The method of measuring will be based on the Likert scale and will be interpreted accordingly based on the analysis of the writer.



5.1.1 Findings of the Study


            The previous chapter focused on the presentation of the findings of the study and thus used tables and charts for the explanation. In expanding these findings, the study also utilised explanations that allow for interpretations of the findings. While the questionnaires were used for the presentation of the demographics, the interviews meanwhile provided the explanations and further assessment of the findings in an effort to provide a well-rounded study that covers the important facts concerning the subject.



5.1.1.1 Kerala : Its Tourism Profile


As a destination, Kerala has been steadily gaining importance and acceptance. The arrivals have maintained impressive growth in the past decade. Infrastructure in the tourism sector has shown considerable improvement. Thanks to the assistance of the Central Government and support of the state Government, Kerala can today be proud of a network of motels, Yatrinivases, Beach Resorts etc., besides a few luxury vessels to cruise our backwaters.



Transport and communication facilities which are a natural concomitant to any effective promotion of tourism are already fairly well developed in the state. Our marketing activities too have been intensified in the last few years. Our visibility in the market is high, our basic product is well appreciated and our facilities are reasonably good. Now what remains to be done is a consolidation of our achievements and assets, which a focus on the micro details, with a view to offering a better tourism product.



5.1.1.2 DESTINATION KERALA: Its purposes and scope


            Admittedly, in our eagerness to expand the tourism activities and emerge as a major destination, a series of projects have been undertaken in the last few years all along the state. In this phase of quantitative expansion, qualitative details were sometimes ignored. As a result, the full returns on the investment made in infrastructure have not been received. In a service industry like tourism, with its very existence value of the visitor, neglect of details can be a costly lapse, capable of eroding the very value of our product.



‘Destination Kerala is a specially tailored programme, specific in its extent and definite in its objectives. Primarily it aims at focused development of selected destinations. The programme aims to provide these better facilities, specifically for the tourists. It identifies areas like roads, drinking water, electricity, communications, shopping and entertainment facilities and information services.



‘Destination Kerala’ has four major components.


a)   Infrastructure Development


b)   Product Development


c)   Marketing


d)   Community Awareness



What is finally aimed at is the creation of a few fully developed destinations which will be capable of providing the best experience to an international or domestic visitor. The programme aims at integrating the efforts and resources of different agencies to suit the tourism needs. It will essentially tackle the critical gaps in development.



5.1.1.3 Methodology and Approach


‘Destination Kerala’ is finite and specific in its geographical extent and the duration of implementation. This calls for well-defined schemes and time-bound execution.



No additional budget provision is sought for under this programme. But the existing schemes of the various departments would be dovetailed to suit the requirements of this programme. It essentially entails a prioritisation of schemes to suit the needs of Tourism. However, timely implementation is essential, as the programme attempts to consolidate the various achievements, Government have already constituted an Empowered Committee headed by the Chief Minister to consider and clear various proposals under the ‘Destination Kerala’ programme. This will eliminated procedural delays and facilitate better coordination.



While selecting the locations, under this programme, the following norms have been considered.


Ø      Present status of the available infrastructure


Ø      Number of visitors


Ø      Marketability of the location.


After a careful evaluation of the various centers, the following 15 destinations have been identified.







5.2 Conclusion of the Study


            Based on the discussion presented in the first chapter, there are several questions that the researcher aimed to answer, all of which was presented. The demographics of the study based on the collected questionnaire shows that the respondents are already adults and therefore, based on their decision-making abilities, already have a clear inkling on what they may wish to expect on their tour. Employment status also shows that many of the respondents were within the permanent and probation status, thus showing that they are already certain of their places within their employment in order to take a vacation despite having jobs.



            These established characteristics of the respondents gave some background based on their answers and also allow other researchers to assess the validity of their claims. Such evaluation may be helpful for determining the possible target ages or target backgrounds of the tourism industry, especially within Kerala.



Basically, the success of ‘DESTINATION KERALA’: depends on timely implementation and proper follow up. It should, however, be possible to make this a major landmark in the promotion of tourism in Kerala. Once the fist set of these locations receive the benefit of this campaign it should be possible to take up other destinations. The programme aims at creating the right socio-atmosphere and the correct physical infrastructure. The intangible irritants that affect the experience of a tourist during his/her stay in Kerala are sough to be minimised, if not eliminated by this conscious programme of upgrading the destination, standardising the facilities and conscientising the community. Development of tourism is a continuous process which will generate new problems while solving the existing ones. Up gradation of schemes, introduction of new programmes and announcement of fresh incentives will have to be a continuous process .The cumulative effect of tourism promotion can be fully felt if only the constraints are eliminated. Government should whole-heartedly concern itself with such up gradations and amendments in the existing legislations, schemes and programmes in all the allied sectors like transport, taxation, electricity, motor vehicle etc


         Tourism development, in Kerala is today on the threshold of a new era of pragmatic approach and clear perspective approach. The stage is set to transform Kerala into the Destination of the Decade.




5.2.1 Response of Kerala to the Changing Tourism Trends


            Tourism was always viewed to be an important aspect for Kerala and from this they must be able to find ways in which they will delegate several features on their tourism industry. Because tourism over the years has had erratic declines and surges due to the implementation of different security measures around the world the industry must ensure the continued application of the preferences that the tourists may have.



            Based on the findings of the study, changes with regards to the services is one of the highest maintenance methods of ensuring tourist loyalty. Features of the city do not only include the historical figures of Kerala but also the different places where they may be able to find service such as restaurants, bars, and scenic views among others, although it is certainly attractive for the tourists to go to the place if they would wish to. As such, Kerala is thus responding to the different surges within the tourism methods within the country through providing services that the tourists will appreciate especially located in places where the tourists are more likely to go.



            However, it was noted that some other issues must also be addressed as was found by the respondents. These will be addressed in the following sections of the study and will again be based on the specific answers that the respondents to both the questionnaires and the interviews from which the researcher will focus on.



5.2.2 Perception in Kerala Tourism by the Tourists


            It can already be gathered that the tourists have a desire to tour Kerala if only for the fact that they are currently in the area and already find it desirable to consider going around the city. Based on the questionnaires, the respondents have several methods of conducting their tour around Kerala, which includes considering the speed in which they are touring, the necessity of seeing the sites, the factor of important places to visits and what “should not be missed”, as well as the interest that the tourists have vested on the particular area, whether with regards to the cultural, historical, or other interests that they may have on the place such as the cuisine or festivals. They believe that Kerala is an interesting place and has several places to offer to the tourists including the different places that hold historical figures as well as the unique services that they can offer to the tourists that cannot be offered anywhere else.



            One of the things that the tourists consider in their travel is the availability of the transportation to take them to the place where they may wish to spend their time as well as the worthiness of these sites and how it can contribute to their experience in Kerala. Enjoyment both in getting there as well as while spending the time in the site itself was also considered as a considerably important by the respondents.



            With regards to the tourism spots themselves, the respondents believe that Kerala is a culturally rich area and has been contributing to the enlargement of not only the historical knowledge of the people but also with regards to inspiration and changes in cultural perspectives. Services from different places were also highly considered and the respondents have their own opinions concerning the methods of services that the workers within these tourism areas have when dealing with the tourists. The tourists believe that as people who are entitled to their vacation in the land and as they believe they should be enjoying the experience, they believe that the tourist industry and the people who offer their services must ensure that they will continue to give quality services to the tourists.



5.2.3 Destinations that the Tourists Believe is Most Satisfying


            One of the points of tourism is for the tourists to roam in an area where they have no previous experience before and be able to see particular parts of the areas to decide what makes it good. Such activities are usually provided with services that cater to the needs of the tourists, as based on the tourism industry’s suggestions. While the research did not provide the specific places that the respondents believe that they are enjoying, it is nevertheless enlightening to know some common requirements.



            First of all, the respondents believe that an area will gather more points in their assessment if the area has a particular significance. Due to the study being focused on Kerala, it is possible that the tourists are drawn to the classical sources of the city, thus rendering them more interested on areas and situations where there were social or historical significance. At the same time, the percentage of respondents who believe that services and facilities being offered to the tourists are important for their trip is also high, therefore another possible destination that the tourists may go to is based on the services that may be offered to them or the facilities from which they may not normally enjoy. Such facilities may include the pool, the sports facilities, the restrooms, and the restaurants. While these are not all necessarily the main reason for the travel of the respondents, it nevertheless gives the tourists an advantage when they wish to explore a particular place and might want to get other things from the area. Although the findings of the study has found that a significant number of people do not necessarily include restaurants as part of the package when they are touring, such equation presented in the previous chapter shows equal opinions from both sides; addition of the restaurants, however, must be done in such a way that will not compromise the site that the tourists visit in the first place.



            The strategic assessment of the tourism industry concerning the possible places that the tourists may wish to visit may then include assessing the historical sites that they may have while also ensuring that they protect these sites from possible destruction, which includes natural destruction. Moreover, there is also the possibility that the tourism industry also consider that these destinations must be advertised and promoted before the respondents go there.



            Scenic routes were favoured by many of the respondents as one of the areas to be visited and there while the activities found in a particular area is also considered to be an important aspect for the tour. Entertainment that the people may found in a specific area is also an important aspect although the finding of the researcher shows that there is a need for the provision of better transportation leading to the particular places. All in all, the destinations are fair considered to be important by the respondents and the tourism industry must ensure that this will be well-represented.



5.2.4 Improvements that Must be done in the Features of the City and how the Facilities Can be Improved


            Because of the importance of tourism in Kerala, many of the tourists believe that some aspects of the city must be changed or improved in order to cater for the needs of the tourists. One of which was suggested was the inclusion of English-speaking tourist guides; many of the respondents believe that English is a language that should be learned by the tourist guides. Even if the tourists themselves are not native English-speakers, it may be advantageous for the tourism industry to train tourist guides who will be able to provide specific directions and also to train themselves to become more service-oriented when giving information to the tourists. Communication is an important aspect for the whole tourism industry.



            Another aspect that needs to be improved is with regards to the following of tourism guidelines and regulations, with these being followed by both the tourist guides and the tourists themselves especially with regards to the specific requirements of a site. Development plan for the city and the concepts must be assessed before being approved, and there must be consideration for the culture of the locals while also ensuring that there is the provision for the needs of the tourists. Such holistic approach, as the respondents believe, will be helpful for the tourists as a whole. In order to ensure that there will be a holistic approach, the tourism industry must also work with the locals in order to ensure that the culture and the site will be preserved while the tourists will also be able to understand the significance of the sites.



            Another suggestion by the respondents is that private companies either local or international must take the classical inspiration that Kerala has given to the world and help in sustaining the tourism industry. At the same time, because of the tourism crisis that has been occurring all over the world and the current drop on the emphasis on tourism, it may also help for both the industry and the locals to ensure safety and precautions that will not only cater to the tourists but to the locals—who are the heart and soul of the area—and therefore must also be ensured of their safety. It is through this that the tourism sector of Kerala will be able to offer better services and provisions for the tourists who have come to observe the historical sites and also be able to accommodate and understand the culture of the people within the country.



5.3 Further Recommendations


            There are several methods for putting recommendations of the study yet all of these will take the gathered information into consideration, with the conclusions also playing a high part in the study. Further recommendations may include the actions that organisations may take or the perspectives or methods that researchers may take.



            For researching, the further researches that can be made are the following:


  • Assessment of the tourism impact to the locals in Kerala.

  • Assessment of the tourists’ needs with regards to a specific site in Kerala and how they perceive its presentation.

  • Provision of tourism development plans by the workers within the tourism board of industry.

  • Finally, there may be researches done concerning the impact of the tourism sites to the tourists themselves and what they expect when they go to Kerala.


  •             With regards to the recommendation for further actions, however, it is suggested that tourists should be questioned on their expectations with regards to the sites in Kerala. At the same time, the tourism organisations must also take locals into consideration when they enlisting a possible site to become a tourist areas. Training of the tourist guides may also be a good idea, and focus on the communication skills (especially with regards to language) must also be considered, especially based on the opinions of the tourists concerning the possible inability of the tourist guides to communicate with English; other languages such as Braille and sign language may also be helpful in order to help with respondents with difficulties in speech. It is through this that improvement of the tourism industry can be done for the sake of not only the tourists themselves but for the economy of Kerala and for the jobs of the locals.





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