Final Diseertation
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Transcript of Final Diseertation
Chapter One Introduction
1.1 Introduction
As modern life gets faster, and the population of the world becomes both more
urbanised and ‘cash rich but time poor’, it becomes evident that other considerations are
lacking, such as spirituality and a sense of community (Mintel, 2007). The classic
expression of this spiritual understanding of leisure is stated by Pieper (1952, pp. 40)
“Leisure...is a mental and spiritual attitude...a condition of the soul...a receptive attitude
of mind, a contemplative attitude”.
Spiritual tourism is a term used to describe holidays that address mind, body and spirit
and create a feeling of wellbeing. Spiritual tourism products are wide-ranging, from
yoga, Pilates or meditation retreats, life coaching and detox, to spas offering alternative
therapies, new age festivals or camps and sacred spiritual journeys. Spiritual tourism
encompasses wellness tourism, religious tourism, spa and cultural tourism, and
provision for this sector varies from ad hoc offerings in developing countries such as
India, Thailand and Sri Lanka, to top-end holidays with renowned teachers in five-star
hotels worldwide (Mintel, 2007).
Over the past decades, many developing countries have turned to tourism as an option
for sustainable development (Singh, 2009). As a development option for developing
countries, tourism can be viewed as a panacea, increasing viability of marginalised
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areas, stimulating social regeneration and improving the living condition of the
emerging countries. Alongside a shift in the recent tourism trend from mass tourism to
more individualistic and niche patterns for the consumers who are in search of new
authentic experience in areas of unspoilt natural beauty and cultural riches. Potential for
developing more individually and naturally base forms of tourism is greater in
developing countries as they often possess the natural recourses to accommodate such a
growing demand (Mintel, 2007).
As the consumer faces complexity of choice and markets become more fragmented and
individualistic, so identity of such individually and naturally base form of tourism will
still be derived from the families, local and national values but also from lifestyle
choices, specific brand affiliations and niche interests (Yeoman et, al,. 2005).
The researcher starts the study with a rationale explaining the reasons for undertaking
this particular area. It is followed by the aim and objectives to be achieved. A review of
literature on spiritual tourism is presented in Chapter four. The methods used for this
study is discussed in Chapter three. The researcher then uses the literature review as a
framework to carry out a destination audit on the targeted destination to investigate the
current level of application of spiritual tourism. Finally, the research concludes with a
discussion of marketing and organisational aspects, how the targeted destination may
influence the planning and operation of spiritual tourism to achieve sustainability.
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1.2 Rationale
Spiritual tourism, travelling for religious purposes is not a new phenomenon. Spiritually
motivated religious travel is usually considered the oldest form of non economic travel
(Jackowski and Smith, 1992). Jackowski (2000, cited in Timothy and Olsen, 2006)
estimates that approximately 240 million people a year go on pilgrimages, the majority
being Christians, Muslims and Hindus. Spiritually motivated travel has become
widespread and popularised in recent decades, occupying an important segment of
international tourism, having grown substantially in recent years both in proportional
and absolute terms. As such, steady increase in this market segment seems to be a
foreseeable trend in the future (Timothy and Olsen, 2006).
Tourism can arguably contribute to many of the various dimensions of spirituality,
although obviously it is debatable as to how far a transitory phenomenon can make a
significant difference to the long-term sustainable tourism. Equally, tourists need to be
in good enough physical health to embark on a journey, as well as being materially
affluent (a state rarely encouraged by many spiritual gurus). As with all forms of
tourism, the flows of people are predominantly from more developed to less developed
countries. The recent trend, however, is for Western tourists to seek solace in Eastern
philosophies and therapies (e.g., Chinese medicine, Buddhist meditation, Indian
Ayurveda, Thai massage). Such alternatives already pervade many Western societies,
but tourists are often just as keen to visit the origin of the practice (Smith and Kelly,
2006b).
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Focusing on tourism in India, a destination that, since the 1960s has
come to epitomise the spiritual touristic experience (Mehta, 1990;
Brown, 1998; Sutcliffe, 1998). India considers the outcomes of an
exploratory study into the motivations of Western visitors to a specific
religious site, the Sri Aurobindo Ashram in the southeast of the
country. In so doing, it challenges some of the assumptions regarding
the spiritual nature of the modern tourist experience, while
highlighting the need for greater knowledge and understanding of the
subject (Sharpley and Sundram, 2005).
The researcher had collected knowledge about tourism dynamics, its motivations and its
trends during university study. What the researcher came to know during university
study is that there are many different motives behind different types of tourism. And
that tourism trends also changes with time. According to the research undertaken by
Mintel reports, in 2009 as stress magnifies in response to the global recession, holistic
tourism is bucking the travel trend. Its growth is driven by changing priorities in a
changing world as people strive to keep fit and healthy and to look after mind, body and
spirit (Mintel, 2009).
According to Jones (2009) five years ago, the word ‘holistic’ was associated with
hippies and not the ‘typical’ tourism (not for me). But holistic holidays are now more
seen as spiritual holidays, in other words meaning holidays including activities such as
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yoga. Ideas and treatments considered alternative or New Age a decade ago are now
becoming as mainstreams within tourism destination portfolio (Mintel, 2007).
To answer the questions above, together with the researcher’s personal interest and
ambition to explore new destinations, particular research a desire to pursue this has
emerged. As travelling for wellness becomes an increasingly sought-after visitor
experience, tourism destinations have begun to strategically incorporate the concept
amongst their product to offer, observes Lehto et, al., (2006). One country where
spiritual tourism can be seen potential development at both domestic and international
level is India.
1.3 Aim
To examine the potential of developing spiritual tourism in India with particular focus
on the state Gujarat in order to achieve sustainable tourism development
1.4 Objectives
1. To define the concept and key terms of spiritual tourism
2. To evaluate current situation of spiritual tourism in India: Gujarat
3. To examine India: Gujarat through an internal and external audit.
4. To assess Gujarat’s potential to achieve sustainable spiritual tourism.
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Chapter Two Methodology
This chapter looks at the research method used within the project. Rudestam and
Newtown (2001, p.75) explains that
“the goal of this chapter is to provide a clear and complete description of the specific
steps to be followed.”
In this is methodology chapter whereby the researcher intends to highlight, discuss and
evaluate the methods used in data collection and evaluation for this study. The
researcher selected methods suitable for the study and also those which suited the time
available to accomplish this study. As the researcher has decided to concentrate on
solely secondary research for this project, the methodology shall include reasoning and
justification of the choice of research design, the construction of the method and also
the sample of literature to be used. This will confirm that a thorough investigation into
the topic has taken place.
2.1 Choice of the research design
Research is defined by Saunders et al. (2003, p.488) as “the systematic collection and
interpretation of information with a clear purpose”. In this case the purpose of collecting
and interpreting information must be carried out in order for the researcher to achieve
the established aim. Secondary research was chosen to be the most suitable method for
this project as researcher has an aim to examine potential of developing spiritual
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tourism in India. To achieve this aim it was essential to define terms of spiritual tourism
and current situation of spiritual tourism.
In addition more Cottrell (2005) refers that many reputable sources are now available
online. Nowadays, secondary research via the internet may provide higher quality data
than an attempt to do primary research. For the secondary research, a broad review of
the literature was carried out to gain general knowledge of the topic mainly from text
books and journals articles. They are generally considered to be reliable as Saunders et
al. (2003, p.52) advocates that,
“They are evaluated by academic peers prior to publications to assess their quality and
suitability.”
Cottrell (2005, p.129) also explains that
“Articles in journals are usually regarded as the most reputable sources as in order to be
published they have to be reviewed as selected by other academics. This is known as
reviewed by peers.”
In order to be ensured that all of the necessary theories, models and information relevant
to the study were gathered, in addition to the journal articles on some occasion
organisational research reports like Mintel and country based Tourism Ministry annual
7
reports were used. For this research, secondary data enhanced the researcher’s
understanding of spiritual tourism and its concept and the sources are discussed in the
literature review presented in Chapter three.
Secondary analysis is the re-analysis of data for the purpose of answering the original
research question with better statistical techniques, or answering new questions with old
data Saunders et al. (2003). Secondary analysis is an important feature of the research
and evaluation enterprise. For secondary data the researcher aimed to finding out other
studies related to the topic area through sources such as journals, books and any other
documents which will allow the researcher to gather relevant data for this study. Stewart
and Kamis (1993) argued that using secondary sources of data has an advantages for
example it is less expensive compared to primary sources of data. Additionally, the
authors emphasise that it helps the researcher to make a comparative analysis between
the new data and the previous data whereby differences can be examined.
2.1.1 Construction of method
When constructing and carrying out secondary research it does not just mean to simply
read previous literatures, as Rudestam and Newtown (2001, p.60) explains that
“you need to maintain a critical perspective, evaluating the study on its own merits and
in comparison with other studies on the same or similar problem.”
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This is where critical evaluation as a part of the research process can assist in the
assessment of secondary sources. According to Cottrell (2005) Critical thinking is a
complex process of deliberation which involves a wide range of skills and attitudes.
Some people are naturally sceptical whereas others find it easy to trust. However in
critical thinking it is not about a person’s natural trait, it is about the methodology
employed to explore evidences. The work is carried out by using form and the functions
of theory, the constitutions of an argument and forms of evidence. Therefore an
assessment schematic has been designed which can be found in Table 1. All of the
literatures were compared against those points to demonstrate if the studies are reliable,
valid and appropriate to use.
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Table1: Assessment Schematic
Criteria to appraise work of other Explanations of criteria.
1. If the writer's stance on the issues is
clear?
To make position clear writer should
answer to their question. Writer should be
agreeing to their either point of view.
Writers should know what to believe or
not.
2. Are reasons clear to support writer’s
stance?
Writers should provide reasons to support
their argument. They may be either
independent or joint reasons and logically
consistent.
3. Is the writer's conclusion clear and
based on the evidence?
Conclusion should sum up argument in a
logical order. It should include one or
more judgements, drawn from an analysis
of the evidences given.
4. Are reasons presented in a logical
order, as a line of reasoning?
Writers should not lose track of their own
arguments and draw a conclusion that
does not follow evidences given
5. Is the argument well structured and
essay to follow?
The writing should not stray back or
forward between points. The argument
should group similar points and details
together.
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6. Are reasons clearly linked to one
another and to the conclusion?
One reason should relate to another,
writer should make good use of
summaries to sum up argument.
7. Does the writer provide a list of
references at the end of the essay?
Any written piece of work must be
accompanied with a list of reference. This
helps readers to follow up. A list of
reference should be mixed bunch of
qualitative & quantitative reference.
8. Has the writer successfully removed
any non-essential descriptive writing?
Writing should not contain non essential
material. Writer should not be too
descriptive and repetitive.
9. Does the writing contain any
inconsistencies?
If a writer argues to be least important for
a reason, it should follow in whole piece
of work. A writer should maintain their
consistency of the logic.
10. Are the writer's beliefs or self-interest
unfairly distorting the argument?
A writer should have strong beliefs, but
an argument should be firmly based on
reasoning.
Adapted from Cottrell (2005)
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The assessment schematic mentioned in Table 1 mainly grouped into three main areas.
The first area to be assessed will be to identify what is the major problem or issue to ne
investigated is. This shall identify the concept of the authors work and will allow similar
studies to be directly compared.
The next area to be evaluated is, ‘are there hypotheses?’. A hypotheses is defined by
Saunders et al. (2003, p.479) as a “testable propositions about the relationship between
two or more events or concepts.” By enquiring whether or not a hypotheses has been
stated by the author it may indicate whether a narrow or broad theoretical fame work
has been applied.
Another section that may influence results and findings is the population of the study;
consequently whether or not the population is appropriate for the study. Moreover or
not limitations for the study are noted and shall be included in the assessment
schematic. An author who identifies the limitations of their study may indicate whether
a thoroughly researched piece of work has been produced or not and realises where it
may be improved upon.
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2.1.2 Qualitative Vs Quantitative
Ghauri and Grönhaug (2002) argued that a qualitative method of data collection is more
subjective in understanding matters while a quantitative approach is more objective.
Additionally, the authors emphasise that a quantitative approach is mostly used to
gather data in a large sample while qualitative can be used in a small sample whereby an
in- depth analysis of the study can be obtained through interview, observation, focus
group and other instruments like a review of the literatures.
On the other hand some of the researchers argued that both quantitative and qualitative
can be used in the data collection because it increases the value and justification of the
research. Qualitative data will enable the researcher to gather data which focus on
participants’ attitudes and perceptions whilst quantitative data collection can be used to
measure its frequencies (Cooper and Schindler, 2008). Therefore this research is a
qualitative research because in a qualitative approach a fewer number of objects are
studied. The purpose is to gain deeper knowledge of the targeted subject area.
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Table 2: Distinctions between quantitative and qualitative data.
Quantitative Qualitative
Based on meaning derived from numbers Based on meanings
Collection results in numerical and
standardised data.
Collection results in requiring
classification
Analysis conducted through the use of
diagrams and statistics
Analysis conducted through the use of
conceptualisation.
Source: Saunders et al. (2007, p. 482)
2.1.3 Inductive Vs deductive research.
Conclusions can be drawn through either inductive or deductive research. These two
approaches represent two different philosophies. The inductive way to draw conclusion
is founded on empirical data. The researcher establishes theories and models that are
based on different phenomena in reality. If the researcher on the other hand has a
deductive approach, then the researcher uses existing theories, and investigates these
empirically with different methods. Existing theories are the base for deciding what
information should be selected, how it should be understood and finally how to relate
the results to the theory. In practice however, a number of analytical procedures
combine inductive and deductive approaches to analyse qualitative data (Saunders et al.
2007)
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Figure 1: Inductive Vs Deductive
Inductive Deductive
Source: Social research methods (2009)
There are a number of good reasons for adopting an inductive approach to a research
project. Firstly, a commencement of an exploratory project seeking to generate a
direction for further work. Secondly, the scope of research may be constrained by
adopting restrictive theoretical propositions that do not reflect participants’ views and
experiences. And lastly, the theory may be used to suggest subsequent, appropriate
action to be taken because it is specifically derived from the events and circumstances
of the setting in which the research was conducted (Saunders et al. 2007)
2.2 Sample
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The sample of secondary literature used within the research is important as Wisker
(2001, p.138) puts forward “they are chosen to indicate the larger whole of which they
are but a small part”. Also Marshall (1997) indicates that it is often unfeasible to study
all the things which have the qualities we are interested in.
All work researched regarding the topic was of use when researching the different
themes and theories. More recent up to date studies seem to have greater information
relating to scientific testing as a result of improvement in technology. However, the
importance of long-standing studies cannot be underestimated as these provided vital
data in which current studies have been based upon.
2.2.1 Inclusion criteria for literature
When researching online journal articles, keyword searches were used to locate
secondary literature. These keyword searches consisted of words including spirituality;
spiritual tourism; tourism motivation; tourism India; tourism Gujarat; and tourism
trends; which gave a base of relevant articles to work from. For which Google scholar
and university Athens database were used. The journals gathered then allowed
snowball sampling to commence, which Saunders et al. (2003, p.176) explains as cases
which:
“identify further members of the population, who then identify further members, and so
the sample snowballs.”
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The snowball sampling of secondary literature was carried out by using the authors’ list
of references to highlight other articles that might be of relevance.
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Chapter Three Literature review
An extensive literature review is essential in order to define the concept and key terms
of spiritual tourism. In order to understand spiritual tourism in more detail, the
characteristics of the spiritual activities which could be considered as contributing
towards tourism will be discussed. The review also introduces definitions of spiritual
tourism provided by various authors and aims to assess the current situation of spiritual
tourism development. The researcher will analyse the literature to help build a
theoretical frame work on the definition and concept of spiritual tourism. Hence a
definition of spiritual tourism is discussed, followed by characteristics of spiritual
tourism and finally a justification of spiritual tourism as a form of authentic and
sustainable tourism will be presented.
Cottrell (2005, p. 127) states that
“when looking for evidences to support an argument one needs to consider whether
anything has been written about it already, where the information could be found and
which are the most relevant and authoritative sources for the subject.”
Spiritual tourism is a tourism that is motivated by faith or religious reasons has been in
evidence for centuries (Sharply and Sundram, 2005). In more recent times, however, it
has been suggested that modern tourism has become the functional and symbolic
equivalent of more traditional spiritual practices, such as festivals, pilgrimages, yoga
and holy places. To date, however, little work has been undertaken to explore this
18
position (Sharpley and Sundram 2005). The purpose of this literature review, therefore,
is to contribute to this debate.
3.1 Spiritual tourism
It has long been recognised that a variable relationship exists between the institutions of
spirituality and tourism. Research proves that conceptual discussions of leisure or
tourism often have spiritual overtones or link leisure with spirituality (Doohan, 1990;
Godbey, 1989; McDowell, 1986). The authors above shows that spiritual tourism has
been researched for many years, however people’s awareness of spiritual tourism is still
an area to study. Conceptual discussions of leisure and tourism have made references to
spirituality however there is a rarity of theoretical reflection and empirical study on how
these two concepts may be related (Heintzman, 2002).
On the one hand, spiritual tourism may be identified as a specific type of tourism whose
participants are motivated either in part or exclusively for peace reasons (Rinschede,
1992). On the other hand, tourism may be considered as a spiritual activity. (Vukonic´,
1996). Smith (1992) refers to it as the ‘mission in guest’. Therefore at one extreme it is
prescribed as sacred pilgrimage, a journey driven by faith, religion and spiritual
fulfilment; at the other extreme it is prescribed as a tourist who may seek to satisfy some
personal or spiritual need through tourism. Between these two points can be found
different forms and intensities of spiritual tourism can be found which are motivated to
a greater or lesser extent by religious or, conversely, cultural or knowledge-based needs.
As Smith (1992) puts it, some religious tourists may be more pilgrim than tourist’
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whereas others may be more tourist than pilgrim. Brown (1998, p. 1) defines spirituality
as
“has become a kind of buzz-word of the age . . . an all-purpose word, but one that
describes what is felt to be missing rather than specifying what is hoped to be found . . .
The spiritual search . . . has become a dominant feature of late twentieth-century life: a
symptom of collective uncertainty.”
Vukonic (1996) explains that it is an opportunity for human beings to recognise and
encourage their spiritual needs, but also tourism, as a particular use of such free time
has come to be seen as a spiritual journey.
Smith and Kelly (2006a) define spiritual tourism as one that provides the visitor with
activities and/or treatments aimed at developing, maintaining and improving the body,
mind and spirit. Ali-Knight (cited in Mintel, 2009) defines spiritual tourism similarly as
involving travelling to a destination to engage in the practice of yoga and related
activities that enhance physical, mental or spiritual well-being. However their research
is taken a step further exploring spiritual tourism in the context of expanded definitions
of cultural tourism, as it embodies and incorporates many of its wider elements and
involves a learning experience. It was noticed that the most notable difference between
cultural tourists and yoga tourists is the greater maturity of the yoga tourist, perhaps
because of the spiritual and self-reflective part of the holiday experience, which may not
20
be as accessible or appealing to a younger age group (Mintel, 2009).
New age spirituality is now a religion in the formal and organisational and could almost
be argued market able sense. Instead it represents a personal spiritual quest that
typically eschews traditional monotheistic which concentrate on what is not associated
to closely with traditional theologies and churches (Hanegraaff, 1999).
3.2 Journeys can be regarded as “spiritual”
When contemplating spiritual tourism, there is an inclination to include classification
just to those journeys that correspond to one's personal understanding of spirituality.
These can be subsumed under the following heading:
Table 3: Spiritual tourism characteristics
Yoga- A 5,000-year-old spiritual discipline, which originated in the South of
India, yoga is by far the most popular holistic pursuit, and the one to have
most fully entered the mainstream, aided by a celebrity following. Yoga
has proved to be helpful in the treatment of lifestyle conditions, including
stress, obesity, diabetes and depression, and is practised as part of
Ayurveda. Of the variety of styles, hatha yoga and ashtanga (power) are
most common (Mintel, 2007).
Ayurveda ‘Science of life’ in Sanskrit – is a complete medical system with its
origins in northern India 5,000 years ago. By diagnosing and balancing
the body’s humours, it is effective in treating a variety of conditions
including lifestyle diseases. However, it is most commonly chosen as a
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‘detox’ and ‘rejuvenation’ therapy. Yoga is a constituent of Ayurvedic
therapy. Barberry Reef, which opened 25 years ago off the west coast of
Sri Lanka, pioneered the offering of Ayurveda to westerners (Mintel,
2007).
Meditation Although only 6 percent of the world population are Buddhists, most of
whom live in Asia, Buddhism is a rapidly growing religion in the West
and an interest in Buddhist meditation has increased in the last decade.
The number of Buddhist organisations in Australia, for example,
increased by 211 or 126 percent in almost seven years from June 1995 to
April 2004. In the UK, in the 2001 Census, 15,000 people – or 1 in 400 –
declared themselves as Buddhist (Mintel, 2007).
Cultural
activities
Visiting sites of history, Archaeological digs, cities up to battlefields, the
interest in an epoch or specific historical events having prominence.
Visiting places where historical figures or famous personalities lived and
worked. Visiting places of religious significance (pilgrimages), reflection,
meditation for the sake of soul-searching. This involves the cultivating
and practicing of religious beliefs or the performing of religious duties
(Melchers, 2006).
Religious
activities
Religious travel is not a new phenomenon. Religion has been an integral
motive for undertaking journeys and is usually considered oldest form of
non economic travel (Jackowski & Smith, 1992). Every year millions of
people travel to major pilgrimage destinations around the world both
ancient and modern origin (Timothy & Olsen, 2006). There is small but
important literature that focuses on the characteristics and travel pattern
of religiously motivated tourists. Rinschede (1992) differentiates between
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different forms of religious tourism based on time involved and distance
travelled namely short and long term religious tourism. The short term
type involves travel nearby religious attractions, while long term means
travelling the world. However the motive for such travel is a journey
towards the perfection (Timothy & Olsen, 2006).
Adapted from Melchers (2006)
Melchers (2006) further argues that Spiritual tourism isn't just religious tourism like
pilgrimages. A wide spectrum of travel forms deserves this name. Given the current
inflation of meaning, spiritual tourists seek something that is worth being interested in,
that can give their lives new richness or even a new direction. They want to “visit
meaning” and investigate on the spot whether they experience anything sustainable
here. In order for such expectations to be fulfilled, appropriate destinations are subject
to special demands on the marketing and organization of the visit. Journeys concerned
in a wider sense with experiencing culture, art and religion are understood as “spiritual”
although the travellers seldom use the term “spiritual tourism”. They themselves speak
of educational trips; hobby trips; meditative journeys and art trips.
Spiritual tourism is also viewed from different aspects. However the concept of spiritual
tourism has been viewed from a very narrow perspective. To summarise the above
arguments about spiritual tourism it can be reduced to simply meaning linking peace of
mind with leisure for an annual holiday. According to Indian union tourism minister
Renuka Chaudhri (cited in Gaur, 2006 p. 43)
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“The concept of spiritual tourism has been viewed in a very narrow sense. People think
that it is all about visiting temples and all other holy sites. We are looking at it from a
wider perspective now.”
She explains spiritual tourism as visiting a temple; visiting cultural sites; practicing
yoga or just simply relaxing in your hotel room and listening to the Vedic chants.
People across the world are showing interest in yoga. It can provide healing touch
particularly to the busy urban people living in the concrete jungles. This is practiced in
India is a land of spirituality.
3.3 Motives for spiritual travel
Spiritual holidays seek to address the interdependence of physical, emotional, mental
and spiritual, often referred to as ‘mind, body and spirit’. Inextricably connected,
dynamic balances of all three are seen as essential for wellbeing. Spiritual tourism is a
more abstract, multi-faith and eclectic one in which tourists seek meaning, engagement
and peace through activities such as meditation. Eco- and sustainable tourism are also
tied closely to holistic tourism. (Mintel, 2009).
Chaline (2002) states spiritual tourism as an extraordinary experience. What is
anticipated in spiritual tourism destination is not holiness or divine visions. It is
24
however something even more miraculous – the opportunity to feel different from the
way we feel at home. It is as if the act of travelling to a certain place in the world
entitles us to feel happier and more alive.
Spiritual tourism is a journey, not a destination. One of the key themes to understand on
spiritual tourism is that the journey towards wellness is far more important than the
destination in spiritual tourism and often an alternative space in which one can engage
in self analysis without the stresses and distractions of home (Wright state university,
2003).
According to Brass (2006), authenticity is linked to goodness, and exploring one’s inner
potential is another aspect of that authentic-seeking of searching for a non-material,
authentic and deeper experience. An increasing number of people are undertaking
activities which incorporate creating something new.
The spiritual traveller wants to establish or document “intimate” closeness and
attachment to and with the subject of their journey. Purpose and destination of the
journey are experienced as something special – at least compared to trivial vacations
and the usual places that are visited without any particular ambitions. To come close to
something, it is still best to make our way to the spot. A place is visited that has been
“consecrated” and so is suitable for soul-searching. There is a desire to become intimate
25
with a piece of history, the Art of the Renaissance, Saint Francis or the current musical
culture. Such a trip shows others that you are already close to such themes (Melchers,
2006).
3.4 Spiritual tourism as a form of sustainable tourism
Carey (2006) of Tourism Concern notes that sustainable tourism will be a core driver in
the future as destinations shape their image. Carey states that, when sustainably
developed, tourism can create so many social and economic opportunities for the
destination community.
Sustainability and authenticity go hand in hand where communities build a tourism
product which belongs to their community, for example, the Kawaza Village tourism
project in central Zambia where tourists can stay in an authentic African village, teaches
them about environmental issues by collecting wild honey, and finding out about
apiculturists for example (Schlesinger, 2006).
Tourism can be a powerful tool of development, but its potential can also be wasted.
Too often tourism enterprises see each other only as competitors, and end up frustrating
visitors. Every destination talks about quality and exceeding visitors’ expectations, but
what is the spark that transforms a destination into something remarkable? It is a
destination that has pride and is passionate about celebrating its heritage, its food,
26
landscapes and its people. Of course, authenticity does not guarantee sustainability, but
without the celebration of ‘local distinctiveness’ it is just ‘another resort’ Carey (2006).
There is increased demand for such kind of tourism as Stueve et al. (2002) claim their
‘‘geo tourism study’’ indicates that there are at least 55.1 million Americans who could
be classified as ‘sustainable tourists’ or ‘geo tourists’’ and in particular specify a ‘‘good
citizen’’ demographic segment.
3.5 Spiritual tourism as an authentic experience
Boyle’s (2004) appraisal of authenticity means that tourists are searching for a
connection with something that is real, unsullied and rooted within the destination,
hence the connection to ‘spiritual experience’. These visitors increasingly hark back to
‘the good old days’, despite the fact that the quality of life has significantly improved
since the ‘good old days’. Here, tourism destinations have an opportunity to create
something real, what is termed a sense of place. Yeoman and Beattie state that
destinations which have no history have no anniversaries or festivals to celebrate. It is a
destination’s image that is shaped by its history, which then creates its sense of place. It
is a destination’s food, people and places which make up its heritage and its character
(Yeoman & McMahon- Beattie, 2006).
Authenticity as a concept is nothing new (Brass, 2006; Chambers, 2005); destinations
such as Australia, Canada and China are now promoting authentic experiences. There is
27
a growing desire to obtain experiences and products that are original and the real thing,
not contaminated by being fake or impure. This movement away from impurity, the
virtual, the spun and the mass-produced in a world seemingly full of falseness needs
further explanation (Yeoman et al., 2007). There is a dearth of literature about
authenticity and tourism from different philosophical approaches such as positivism,
constructivism or post-modernism (Wang, 1999) but whatever your approach, the
importance of authenticity is paramount.
It is a fulfilment of moving beyond goods and services to experiences. At one level it
means increased spending on holidays, eating out, the theatre and so on. But it also
includes special experiences such as white-water rafting or spending a weekend at a
health spa (Yeoman et al., 2007). Pine (2004) also observes that, as the experience
economy matures, a shift is identified towards authenticity. Consumers decide to buy or
not to buy, based on how real they perceive the product/service offering to be. Thus the
rendering of authenticity emerges as a selection criterion for tomorrow’s tourist.
The trend of authenticity is a close fit with the proposition of Spiritual tourism, based
upon its nature and offering (Yeoman et al., 2005). The cornerstones of authenticity are
quintessentially linked to David Boyle’s (2004) writing and more. So, to conclude,
authenticity should be:
28
Table 4: Authentic tourism characteristics
Ethical An authentic experience should be founded on the principles of
community, sustainability and ethical consumption.
Natural Tourism should be a natural phenomenon which is pure and not tainted nor
manufactured. Natural tourism products are those which are
quintessentially associated with the destination or region.
Honest Be honest with your visitors; the tourist industry shouldn’t promise
something which can’t be delivered or produce something tainted by
falseness that will spoil the authentic proposition.
Simple An authentic experience should be simple to understand in which the
visitor can see the benefits. The more complicated the experience, the more
unbelievable it will be. As the world is full of complications, an authentic
experience should be simple, pure and consumed in an inconspicuous
manner.
Beautiful Authentic destinations have a beauty about them, whether this is a
magnificent view which creates a sense or place, or the feeling that
experience cannot be copied as it belongs there and only there.
Rooted Authenticity has some sense of past which is rooted in the destination or
community. India is often known as a home of spirituality especially for
yoga.
Human A human experience is something that is living and people-focused. This
means that the tourist wants human contact which is local and real.
Adapted from Yeoman, et al. (2007)
29
The importance of all of the above is to understand how this trend is developing and
whether it will last. This can surely provide an opportunity for the tourism industry
especially for those providers who are trying to be authentic and appeal to visitors
whilst also undertaking niche marketing. As long as technology and realistic life
continues to develop at the pace they are, the need for human contact and for traditional
activities will increase. As consumers become even more empowered and cynical of
fake promises, they will continue to seek out the authentic in their own way (Yeoman et
al., 2007)
3.6 The role of tour guides in providing authentic experience
Authentic tourism refers not to consumption of the real or genuine (Reisinger & Steiner,
2006) but rather to individual and personal tourist experiences that contribute to one’s
sense of identity and connectedness with the world (Steiner & Reisinger, 2006). The
authors suggest that the individual and personal dimension of authentic tourism should
extend to people making up their own minds about how they experience and interpret
the toured world. This could certainly mean that tour guides in their current incarnation
might be largely superfluous in authentic tourism. But it might be a worthwhile
philosophical exercise to examine what tour guides do, see what that tells us about the
concepts of meaning-making and interpretation, and perhaps recast their role to find a
place for them in authentic tourism. Finding a role for tour guides in authentic tourism
calls for a rethink of what tour guides most commonly do. It also calls for a
reconceptualisation of interpretation as a tour guide responsibility (Reisinger & Steiner,
2006).
30
According to Ap and Wong (2001), mediating and culture broking are two interpretive
functions of the tour guides’ work. Tour guides mediate between tourists, locals and the
environment. Mediating moves beyond telling tourists how to think and feel about their
experiences; it is about leading them to their own conclusions and letting them learn.
Culture broking is the act of bridging, linking or mediating between groups or persons
of differing cultural backgrounds for the purpose of reducing conflict or producing
change (Jezewski & Sotnik, 2001).
Ap and Wong (2001) believe tour guides’ interpretive work plays a vital role in
enhancing visitors’ experience and understanding of a destination and its culture. Ap
and Wong (2001) say tour guides, through their knowledge and understanding of a
destination’s attractions and culture and through their communication skills, transform
tourists’ visits from tours into experiences. Moscardo (1998) identifies three main ways
in which interpretation can contribute to the quality of visitors’ experience. These are:
(1) providing information on the available options so tourists can make the best choices
about what they do and where they go; (2) providing information to encourage safety
and comfort so tourists know how to cope with and better manage encountered
difficulties (e.g. sea sickness) and understand messages given by the warning signs (e.g.
‘you cannot swim here’); and (3) creating the actual experience so tourists can
participate in activities such as guided walks, ecotourism, visit art galleries, fauna
sanctuaries or zoos, and learn in areas of educational interest.
31
3.7 Summary
There is no doubt that a wave of interest in spiritual holidays has stirred the
mainstream, moving the sector on to a new phase of development. The WHO warns that
depression and mental health problems will be the second-largest disease burden by
2020 (cited in Mintel 2007), and this would indicate that stress, and the need to cope
with increasingly fast-paced modern lives, is not going to go away. Going to an
alternative therapist or doing a yoga class for exercise is one thing, but signing up on a
yoga retreat, or to engage in life coaching while on holiday, is not yet mainstream
practice. However, demand is increasing, as evidenced by the amount of new businesses
entering the market, and has shown accelerated growth in the past five years. In
particular, growth at the top end, and in holistic spas, is bringing the alternative world to
an increasingly discerning clientele. Previously almost non-existent, luxury spiritual
holidays is one of the fastest-growing sectors within holistic tourism (Mintel, 2007).
32
Spiritual tourismAuthor Source Conceptualisation Motivation Authenticity Sustainability
Aggarwal el, al. 2008
Report understanding with deep, often religious, feelings and beliefs, including a person’s sense of peace, purpose, connection to others, and beliefs about the meaning of life
Boyle 2004
Book Tourists are searching for a connection with something that is real, unsullied and rooted within the destination.
tourism destinations have an opportunity to create something real
Brass 2006
Research Paper
The spiritual traveller wants to establish or document “intimate” closeness and attachment to and with the subject of their journey
Authentic-seeking that of searching for a non-material, authentic and deeper experience.
Brown 1998
Book an all-purpose word, but one that describes what is felt to be missing rather than specifying. The spiritual search . . . has become a dominant feature of late twentieth-century life: a symptom of collective uncertainty
33
Table 5: Literature review Matrix
Spiritual tourism
Author Source Conceptualisation Motivation Authenticity Sustainability
Carey 2006 Web article
can be a powerful tool of development, but its potential can also be
wasted
sustainable tourism will be a core driver in the future as
destinations shape their image.
Chaline 2002
Book the opportunity to feel different from the way we feel at home
states spiritual tourism as an extraordinary experience
Doohan, 1990
Book spiritual tourism area has been in research for many years however people’s awareness of spiritual
tourism is still an area to study
Godbey, 1989
Journal conceptual discussions of leisure or tourism often
have spiritual overtones or link leisure with spirituality
Heintzman, 2002
Journal Conceptual discussions of leisure and tourism have
made references to spirituality however there is
a rarity of theoretical reflection and empirical study on how these two concepts may be related
McDowell, 1986
Journal It has been long recognised that a variable relationship
exists between the institutions of spirituality
and tourism.
34
Spiritual tourism
Author Source Conceptualisation Motivation Authenticity Sustainability
Melchers 2006
Journal a movement rather than a division, because in common with other natural religious,
there is no structural religious institution, but instead an
explosion of classes, worships and seminars focusing on some aspect of new age
teaching
“visit meaning” and investigate on the spot whether they
experience anything sustainable here
A place is visited that has been “consecrated” and so is suitable for soul-searching.
Mintel 2009
Report spiritual tourism similarly as involving travelling to a
destination to engage in the practice of yoga and related
activities that enhance physical, mental or spiritual
well-beingMintel 2007
Report is a more abstract, multi-faith and eclectic one in which tourists seeks meaning, engagement and peace
through activities such as meditation.
Pine 2004 Report as the experience economy matures, a shift is identified
towards authenticity.Reisinger & Steiner,
2006
Journal individual and personal tourist experiences that contribute to
one’s sense of identity and connectedness with the world
35
Spiritual tourism
Author Source Conceptualisation Motivation Authenticity Sustainability
Schlesinger, 2006
Web article
Sustainability and authenticity go hand in hand where communities build a tourism product which belongs to their community, for example, the Kawaza Village tourism project in central Zambia where tourists can stay in an authentic African village, learn about environmental issues, collect wild honey, and find out about apiculturists
Sharply and Sundram, 2005
Journal Spiritual tourism is a tourism that is motivated by faith or religious reasons has been in evidence for centuries
Smith 1992 Journal a journey drove by faith, religion and spiritual fulfilment
a tourist who may seek to satisfy some personal or spiritual need through tourism.
Smith and Kelly 2006
Journal one that provides the visitor with activities and/or treatments aimed at developing, maintaining and improving the body, mind and spirit
Stueve et al. 2002
Research Paper
Increased demand of such kind of tourism.
Vukonic´, 1996
Book tourism may be considered as a spiritual activity
an opportunity for human being to recognise and encourage their spiritual needs, but also tourism, as a particular use of such free time has come to seen as a spiritual journey
Wang, 1999 Journal philosophical approaches such as positivism, constructivism or post-modernism
36
Spiritual tourism
Author Source Conceptualisation Motivation Authenticity Sustainability
Yeoman & McMahon- Beattie, 2006
Journal a destination’s image that is shaped by its history, which then creates its sense of place. It is a destination’s food, people and places which make up its heritage and its character
Yeoman et al., 2007
Journal movement away from impurity, the virtual, the spun and the mass-produced in a world seemingly full of falseness needs further explanation
37
Chapter Four
Internal environment analysis of India: The state of Gujarat
In this chapter the internal environmental analysis of India: Gujarat is discussed.
Traditionally, destinations are regarded as well-defined geographical areas, such as a country,
an island or a town (Hall, 2000; Davidson & Maitland, 1997). However, it is increasingly
recognised that a destination can also be perceptual concept, which can be interpreted
subjectively by consumers, depending on their travel itinerary, cultural background, and
purpose of visit, educational level and past experience. For example, London can be a
destination for a German business traveller, whilst Europe may be the destination for a leisure
Japanese tourist who packs six European countries in a two week tour. In today's global
economy, tourism presents an important economic activity for both developed and
developing economies (Yelmaz & Bititci, 2006).
In order to evaluate Gujarat’s potential for developing spiritual tourism for sustainability, a
destination audit is carried out by using Buhalis (2000a) 6-As model shown below.
Table 6: Six A’s frame work for the analysis of tourism destination
Attraction Natural, man-made, artificial, purpose built, heritage,special events
Accessibility Entire transportation system comprising of routes,terminals and vehicles
Amenities Accommodation and catering facilities, retailing, othertourist services
Available packages
Pre-arranged packages by intermediaries andprincipals
Activities All activities available at the destination and what consumerswill do during their visit
Ancillary services
Services used by tourists such as banks, telecommunications,post, newsagents, hospitals, etc
Source: Buhalis (2000a)
38
4.1 India
India is the world’s seventh largest country, covering 3.3 million sq km, or
around a third of the size of the US. Running 2,933km from east to west
and 3.214km from north to south, and geographically diverse, it is divided
into five zones – the north, south, east, west and north east. It is bordered
by Pakistan, Afghanistan, China, Nepal, Bhutan, Burma and Bangladesh,
the Bay of Bengal in the east, the Arabian Sea in the west and the Indian
Ocean in the south. The River Ganges, the world’s largest river delta,
snakes through the country from west to east. Its geography extends from
the snow-capped mountains of the Himalaya to the deserts of Rajasthan
and the beaches and lush topical greenery of the south. The Andaman,
Nicobar and Lakshadweep islands lie off the coast (Mintel, 2009).
India’s fascinating history, stretching 5,000 years, starts with the Indus
civilisation and features the birth of the Hindu, Buddhist and Jainism
religions and great civilisations such as the Moghul Empire, which left
world treasures such as the Taj Mahal. European influence started with
the Portuguese, who colonised Goa in the 16th century, and then the
British, who dominated from the late 18th century until independence in
1947, leaving their own architectural legacy. Emerging as the world’s
largest democracy, modern India is a union of 28 states and seven union
territories (Mintel, 2009).
39
40
Figure 2: Map of India
Source: www.maps.google.co.in
41
4.1.1 India – the world’s spiritual home
Ever since hippie travellers ventured out in the 1960s, India has been associated with
spirituality. From being the originator of major world religions and gurus followed by the
Beatles, who brought their teachings to the West, it is also the origin of the therapeutic
approach of Ayurveda, the place where yoga was invented, and is the most popular holistic
holiday destination in the 21st century. India, perhaps, has more authority and authenticity in
holistic offerings than any other country (Mintel, 2009).
The Indian Tourist Board pays testimony to this by including spiritual and pilgrimage tourism
as two out of twelve holiday ideas for the country. (Spiritual tourism includes Ayurveda,
spas, yoga and wellness centres – which here means medical Ayurveda and serious holistic
health offerings. Pilgrimage tourism appeals mainly to the large Indian Diaspora and
devotees worldwide.) In 2004, yoga images were used against a backdrop of the Himalayas in
its ‘Incredible India’ campaign, which branded the country. In 2006, 54 percent of tourists
came from the US and Western Europe, and 650,000 originated from the UK, India’s leading
Western market (Mintel, 2009).
The East is now coming into its own, marketing its spiritual offerings along with its cultural
life. Ayurveda, for example, is practised to some degree in every Indian home, and
vegetarianism, yoga and meditation is an intrinsic part of life for many. However, as Smith
and Kelly (2006a) mentions Indian swamis for whom this is a way of life, have had little
interest in the quick-fix holiday market, so India is only now starting to harness its potential.
(Mintel, 2009).
42
4.1.2Tourism in India
With a history of over 5,000 years, India’s cultural and spiritual heritage
has long captivated visitors, but it is only in the last four years that the
country has been hogging the headlines for the right reasons. As modern
India has become one of the world’s ‘tiger’ economies, it has
simultaneously stepped out to tell the world what the country has to offer,
with its highly successful ‘Incredible India’ campaign launched in 2002-03.
It is now confident and outspoken about meeting the needs of the luxury
traveller. Following the liberalisation of the skies and favourable
investment policies in the last few years paving the way to an increase in
international tourism, it is also boldly diversifying away from its traditional
cultural tourism product. (Mintel, 2009).
The World Travel and Tourism Council (WTTC) identify India as a large and
fast-growing travel and tourism economy. It made a speedy recovery after
9/11, the dispute with Pakistan in 2003 and the tsunami in 2004, thanks
largely to effective promotion abroad. The country has seen remarkable
growth in tourist arrivals, an increase of 45.5percent in foreign tourism
arrivals in the two years from 2004 and 2005 and with 4.45 million,
achieved a record number during 2006. A corresponding increase in
foreign exchange earnings from tourism – by 62.2percent and a further
14.6percent from 2005-06 – has boosted an already booming economy. It
is already buoyant domestic market also posted record arrivals, increasing
by 18.1percent over 2005 to a total 461.16 million arrivals in 2006 (Mintel,
2009).
43
44
Table 7: FTA in India
Year Foreign tourist arrivals (mn)
% change over previous year
1996 2.29 81997 2.37 3.51998 2.36 -0.41999 2.48 5.12000 2.65 6.92001 2.54 -4.22002 2.38 -6.32003 2.73 14.72004 3.46 26.72005 3.92 13.32006 4.45 13.5
Source: Bureau of Immigration
4.1.3 Domestic Tourism in India
The potential of domestic tourism has grown substantially during the last
few years due to an increase in income levels and emergence of a
dynamic urban middle class. However, there are no precise estimates of
total domestic tourist traffic in the country. All the State/ Union Territory
Governments were, therefore, persuaded to set up Statistical Cell for the
collection of domestic tourism statistics through accommodation
establishments and furnish them to the Ministry of Tourism on a monthly
basis. As per the figures reported by the State/UT Governments, the
domestic tourists during the year 2007 are estimated to be 527 million,
showing a growth of 13.9 percent as compared to the year
2006(Incredible India report, 2008).
45
Table8: Domestic tourists market share in India
Rank State % share
1 Andhra Pradesh 24.22 Uttar Pradesh 22.93 Tamil Nadu 12.74 Karnataka 7.85 Rajasthan 5.16 Maharashtra 3.77 Uttaranchal 3.68 West Bengal 3.49 Gujarat 2.510 Madhya Pradesh 2.4
Total of top ten - 88.3
Others - 11.7
Grand total - 100Source: State/UT Tourism Departments
Table above shows that 88.3percent of domestic tourists were spread
over ten states, the top four states of Andhra Pradesh and Uttar Pradesh
attracted almost half of these in 2006, with a combined 47.1percent of
market share, and with Tamil Nadu (12.7percent) and Karnataka
(7.8percent) accounting for 67.6percent of visits. A high proportion of
domestic travel is to pilgrimage and cultural heritage sites, with the top
places reported by the IPS as the Taj Mahal and the temples of Khajuraho,
along with Kerala and Goa’s beaches. In 2006, domestic tourists were also
exploring new areas, most likely following Incredible India promotions.
Gujarat is ranked at no 9 in market share. Therefore this study is focused
on potential of spiritual tourism development in Gujarat.
46
4.2 Gujarat
Gujarat has a long historical and cultural tradition dating back to the days
of the Indus valley civilization established by relics found at Lothal.
Situated in the western part of the Indian sub-continent, Gujarat derives
its name from the "Gurjars" who passed through Punjab and settled in
some parts of Western India (Lonely planet, 2009).
Figure 3: Location of Gujarat in India.
Source: Vibrant Gujarat
According to the Hindu epics, Lord Krishna and his elder brother
Balarama, evacuated Mathura and established their kingdom Kushasthali,
now known as Dwarka and started what is known as the Yadava dynasty.
Dwarka subsequently became one of the four seats (mathas) set up by
Adi Shankaracharya. The Parsees when they led from Iran in the eighth
century first landed at Sanjan on the shores of Gujarat with the holy
flame, which still burns in Udwada in Valsad. The Muslim influence left its
47
lasting imprints on the local art and architecture and it came to be known
as the Indo-Saracenic style. Among the earliest Europeans in Gujarat were
the Portuguese who settled in Diu, a small island off the southern coast of
Saurashtra. When British Empire first travelled to India, they had set up
their first warehouses in Surat in 1612 (Vibrant Gujarat, 2009).
Gujarat was a part of the erstwhile Mumbai state during the British Rule.
However, in 1960, the 'Gujarati' population decided to secede from that
union, which resulted in the formation of two new states, namely Gujarat
and Maharashtra. The new State of Gujarat came into existence on May
01; 1960.Gujarat is the birthplace of many leaders who played an
important role in shaping modern India. Prominent among them are Shri
Dadabhai Navroji, the grand old man of India's independence struggle,
Sardar Vallabhbhai Patel, the architect of a united India and Mahatma
Gandhi, the father of the Nation. These men carried the torch of national
freedom and integration infusing the qualities of tolerance, brotherhood,
non-violence and patriotism amongst Indians (TCGL, 2007)
4.2.1 Gujarat Tourism.
In tune with the goal to examine potential of developing Gujarat as the
most favoured Spiritual tourism destination, Gujarat has aggressively
adopted the concept into tourism promotion using Vibrant Gujarat. As part
of its Navratri Celebrations, Vibrant Gujarat, the Government of Gujarat
took the opportunity to promote its cultural facilities and spiritual
expertise making Gujarat as a destination for spiritual tourism for Non
48
Resident Indians specifically Non Resident Guajarati’s’ NRIs and NRGs are
coming to Gujarat to visit religious places which is estimated to be
contributing 25-31 percent of the industry earnings. The Gujarati
community comprises of 32percent of the total 20.1 million people of
Indian origin worldwide. Gujarat’s medical expertise and the strength of
its facilities are better than those of some of the south-east Asian nations
and Gujarat hospitals are working lot harder selling abroad (Bhattacharya,
2008).
49
4.2.3 Current state of tourism in Gujarat
The total flow of tourist during the year 2006-07 was 12.34 million and recorded a growth of
15percent over the previous year. Growth of 18.5percent was observed in the tourist flow
from foreign countries during 2006-07 with a number of more than 200,000 foreign tourists
in 2006-07 and around 1, 75,000 in 2005-06. Ahmadabad, Ambaji and Dwarka are the major
tourist destinations which invited maximum number of tourist in Gujarat. These three
destinations accounted for 33percent of the total tourist flow in the state Almost
78percent of the tourist flow in 2006 - 07 was from within Gujarat. The share of
other Indian states was 20.6percent. The foreign tourists accounted for 1.68percent
in the total tourist flow. The majority of the tourists (53percent) in the state are
business tourists, subsequently followed by religious visit (35percent). 8percent of
the of the tourist visit for the leisure purpose, which is showing an increase in the trend
(TCGL, 2007)
Figure 4: Tourists origin (2006-07)
Source: Tourist flow in Gujarat, TCGL annual report, 2006-07
50
Table 9: Purpose of tourist flow (numbers in millions)
Purpose
2004-05 flow 2005-06 flow 2006-07 flow
Numbers
% Numbers
% Numbers
%
Business
4.06 54 5.87 55 6.53 53
Leisure 0.39 5 0.51 5 0.96 8Religion 2.81 37 3.84 36 4.33 35Other 0.34 4 0.48 4 0.53 4Total 7.61 100 10.70 100 12.34 100Source: Tourist flow in Gujarat, TCGL annual report, 2006-07
4.3 6A’s of Gujarat
Tourists' overall experience is composed of numerous small encounters with a variety of
tourism principals, such as taxi drivers, hoteliers, waiters, as well as with elements of the
local attractions such as museums, theatres, beaches, theme parks, etc (Buhalis, 2000a). Their
overall impression develops their image of a destination after their visitation. As a
consequence there is much overlapping between strategic marketing of the destination as a
whole and of each individual supplier at the region. The competitiveness of each player is
often interrelated and almost indistinguishable from one another. Hence, the management and
evaluation of the destination is often required (Buhalis, 2000a).
4.3.1 Attractions
According to Lew 1987 (cited in Hall, 1996) tourism attractions are all those elements of a
‘non-home’ place that draw discretionary travellers away from their homes. MacCannell
1976 (Cited in Hall, 1996) suggests tourism attractions consist of three components: tourists;
a site to be viewed and a marker or image which makes the site significant. Tourism
attractions may be classified in many ways. Examples of such classifications include: natural,
human-modified, and human-made; natural and built; resource-oriented, intermediate, and
51
user-oriented (often reflecting their distance from centres of demand); international, national,
regional, and local (reflecting their ability to draw visitors from a variety of distances); indoor
and outdoor; public or private (reflecting the attributes of the authority responsible for their
operation); permanent, seasonal, or occasional and more (Hall, 1996).
In the table shown on the following page, spiritual attractions are presented with their history.
They are mainly divided in two parts; manmade and natural.
52
Table 10: Tourist attractions Gujarat
Man
Mad
e at
trac
tion
sAkshardham Temple This temple has been built in the memory of Lord Swaminarayan. Which is been located in capital of state
Gujarat the city of Gandhinagar.
Mosque of Sidi Saiyad Ahmadabad has a large number of mosques but the most famous is the Sidi Saiyad Mosque built in 1571
AD, which is acclaimed for its splendid filigree screen, framed in the ten semi-circular windows.
Gandhi Ashram The Gandhi Ashram along the Sabarmati river was once Gandhiji's nerve centre for the Indian freedom
movement. The Gandhi Memorial Centre, Library and much more can be seen at the Ashram
Lothal In Lothal excavations have brought to light an ancient port complete with dockyard measuring 218 x 37
metres connected to sea through river Bhagava. Streets laid out in chess-board pattern, dividing the town
into many blocks, houses with bathrooms and underground drainage system are identical to the ones found
at Mohenjo-Daro and various arts and artefacts are the interesting features of this place.
Somnath The legendary shore temple of Somnath is one of the most sacred Shiva shrines in India. According to
legend, Somnath is as old as creation, built by the Moon God himself. Through the turbulent centuries,
Somnath was ransacked and rebuilt seven times.
53
Man
Mad
e at
trac
tion
sDwarka The ancient sacred city, on the edge of the Saurashtra peninsula was once the capital of Lord Krishna's
empire where he had shifted from Mathura thousands of years ago. The main attraction is the
Dwarkadhish Temple.
Buddhist Cave MonasteryBuddhist Cave Monastery of Junagarh is one of the major tourist attractions of Gujarat. Located on the
ancient Uparkot Fort complex, these two storied Buddhist Caves, lined in three rows, represent amazing
examples of rock-cut architecture with ornamented pillars, carved entrances, water cisterns. These
centuries old ancient caves are believed to be from the period of Mauryan Emperor Asoka, the Great (304-
237 BC). The Cave Monastery has a gallery with uniquely carved pillars. The outstanding feature of the
Monastery is a central hall on the lowest storey, connected by a winding staircase to a well-ventilated
chamber illuminated by a shaft, which seems to have served as a refractory. The base, shaft and the pillars
of the Monastery have stone carvings of unique designs.
Gujarat Ayurvedic University
This was established in 1967 by an act passed by Gujarat State legislative Assembly in 1965. It is the first
statutory University of its Kind both at national and international level - exclusively devoted to Ayurvedic
studies and Research. This University is administratively linked to Ministry of Health and Family Welfare
both at State and Centre-indicating its special status
54
Man
Mad
e Dr Agravat Best Ayurvedic, Yoga, Meditation & Spa
Dr Agravat’s best Ayurvedic Centre in Ahmadabad India, managed by reputed Dr Agravat Healthcare
Ltd. and Dr. Harsha Agravat who had been Awarded by Gujarat state Home Minister, Gujarat state
Educational Chairman, APMC Vice Chairman. Dr Agravat’s Ayurvedic Centre Provides treatment of
Digestive Disorder, Skin Disease Joint Disorders, Respiratory Disease, Urinary problem, Sexual
Problems, Diabetes, all Types of Disease related To Nervous System, Joint and Pain Management,
Pimples Dandruff, Loss of hair, Black Spots, Dark circles, Underdeveloped Breast, Obesity Yoga and
Meditation.
Nat
ura
l Att
ract
ion
s
Dandi Along the coastline, Dandi has been known as the salt centre. It gained a place of pride after the famous
Dandi March Satyagraha, in 1930, by Mahatma Gandhi.
Porbandar This place is famous as the birthplace of Mahatma Gandhi. Kirti Mandir, where Gandhi was born, today,
houses a photo exhibition on the life and times of the Mahatma, a library, a prayer hall are other
memorabilia.
Sasangir Gujarat can really boast of a rich variety of wild and rare fauna. Gir forest is the only place in the world,
outside Africa, where the lion can be seen in its natural habitat. Also one might come across a host of
other herbivores like Chital, Nilgai, Blue Bull and rare four horned antelope.
Source: Gujarat India, Tourism India, India pages, Sulekha Travel
55
4.3.2 Accessibility
The state of Gujarat has one of the most extensive and traffic intensive road network in the
country. The total road length in Gujarat currently stands at about 74500 km. This can broadly
be divided into a core and a non-core network. The core network comprises of the National
Highways and around 6000 kilometres of State Highways, while the balance constitutes the
Non-core State Highways, Major District Roads, Other District Roads and Village Roads
(GIDB, 2009).
The national highway network of Gujarat has benefited from the Golden Quadrilateral and
North South East West axis of the National Highway Development Program passing through
the State. Further, the pioneering PPP Roads, expressways, six lane projects (under advanced
phases of NHDP), prudent use of external funding and a relatively better maintenance regime
has led to a relatively better quality national highway network in the state compared to many
other parts of the country. The State has implemented several network improvement initiatives
such as the World Bank funded roads, Pragati Path, Kisan Path and Vikas Path road
development programs. Such programs have led to substantial improvement of several key
stretches of State Highways, offering fairly sound ridership experiences (GIDB, 2009).
Indian Railways, the prime movers of the nation, is pivotal to the development of the country.
It is the third largest network under a single management. It carries largest number of
passengers (approximately 6.7 billion in a year) and one of the largest volumes of cargo (794
million tonnes in the year 2007-08) among the world’s major rail systems. The improvements
are recommended based on the percentage utilization of the railway links. An increase of about
56
20 percent over the present broad gauge track capacity was assumed in 2007 due to
technological improvement (GIDB, 2009).
Gujarat possesses one of the largest networks of airports and airfields in the country. It has 17
airports, including one international airport, under the operational jurisdiction of Airports
Authority of India (AAI). All except three airports are operational and most run scheduled
fights, through there are cyclical variations. Apart from AAI airports, there are three airstrips
under State Government jurisdiction located at Mehsana, Amreli, and Mandvi (GIDB, 2009).
4.3.3Amenities
People travel from one place to another including both national and international destinations
need to contain accommodation for the travellers because the moment that travellers move to
another place, their expectation is to obtain food and drink to sustain them and somewhere to
sleep. Thus, hotels are established in order to match these demands. The boundaries between
tourism, travel, leisure and hospitality are not easy to determine, as they blend gradually into or
overlap with each other. From the hospitality industry perspective, the key point is that people
at tourist destinations demand a range of activities includes accommodation, food and
beverages (Knowles et al, 2001). Previously, hotels provided basics like food, drink and room.
As the hospitality industry changes, the demand of customers has changed as well. Additional
demands have been made such as greater variety and improved quality of food, bigger and
nicer rooms, and high quality services at an acceptable price and so forth.
57
Table 11: heritage properties, star hotels and resorts for tourists in Gujarat
Hotels5star 4star 3star 2star Heritage Hotels
CityAhmadabad
Le Meridian
The pride hotel
Cambay resort
The House of MG
Fortune Landmark
Hotel Sarovar
Taj ResidencyCama Park
plazaThe metro pole hotel
Surat Taj gateway Best Western Yuvraj
Budget inn Hospice
Hotel sarita
Lord’s Park Inn
Lord’sPlaza
Vadodara Taj Residency Ginger Vadodara
Surya Palace Gateway AkotaITC Welcome Express
TowersWankaner Royal OasisGondal Orchad palaceDandasa (kutch Dessert)
Rann Riders
Bhavnagar Nilambagh
Source: trip advisor, TCGL
4.3.4 Available package
To assess availability of spiritual tour package Gujarat state tourism
ministry website and tour package providers’ websites like Thomas Cook
India and SOTC tours were analysed. According to SOTC (2009) India is known
as the land of spirituality and philosophy and is the birthplace of some of the world’s great
religions. With its colour, public rituals and private devotion, religious faith is expressed with
fervour across the length and breadth of this country. However during web site audit researcher
found that SOTC does not sell any spiritual tour packages specific to Gujarat. On the other
hand while auditing Thomas cook India website researcher found one tour package specific to
58
spiritual temple tour of Gujarat. The sample of available tour package from Thomas cook India
is latterly presented in external analysis chapter, economic section.
While researching Gujarat tourism ministry website, the researcher came to analyse that the
tourism Gujarat web site is a very useful tool to identify tour packages for Gujarat. There are
tour packages on sell from both tourism ministry and local tour operators together with
international drivers like Thomas cook. It also provides services like booking of a tour guide,
hotels and car rentals. However while using internet search tool Google to search for available
tour packages in Gujarat, there are many results displayed but Gujarat tourism ministry website
does not come on first page.
4.3.5Activities
One of the spiritual activities to be found in Gujarat is religious activity, mainly visiting
temples. A temple is a place which promotes Indian art, culture and values. The foundation
stone of this temple was laid by the spiritual leader of BAPS (Bochasanwasi Shri Abar
Purushottam Sanstha), Parmukh Swami Maharaj on 14th December 1979 and it was opened for
common people on October 30, 1992. The Akshardham Temple complex nicely combines
devotions, art, architecture, education, exhibitions and research at a single spot and it is popular
among tourists visiting the state of Gujarat. Akshardham Temple is a place where art is ageless,
culture is borderless and morals are timeless. Moreover, it takes you to a world of peace and
harmony (Vacations India, 2009).
Navratri is the most famous festival of Gujarat around the world. Navratri is group of 'nine
nights', where Guajarati people enjoy festival with joy and religious, for nine nights. This is an
ancient and colourful festival. Navratri honours the one Divine Shakti or Force which supports
59
the entire universe, and is personified as the Mother Goddess. She protects her worshippers,
destroys evil and grants blessings to her children. This Navratri festival is essentially religious
in nature. The Gujarat government organizes Vibrant Navratri Festival since last seven years.
Vibrant Navratri Festival would showcase the tourism potential and important pilgrimage
centres of the state. Under the special scheme, Saputara hill station is going to be developed in
the coming days (Vibrant Gujarat, 2009).
4.3.6Ancillary services
National or regional tourists’ organisations are used by both tourists and
travel trade for additional information, support documentations,
classification and inspection of tourism products and special arrangements.
In this sense they facilitate the tourism distribution channel function. A
numbers of organisations offering ancillary services such as bank, news
agencies, restaurants, hospitals and so on seem to promote and organise
travelling. Therefore they may be able to considered support part of tourist
activity (Buhalis & Laws, 2001).
The Central Bank of India has planned to extend its core banking solutions (CBS) services to
all important towns and cities of Gujarat. It has also planned to increase its business among
agriculture, small and medium scale enterprises (SME) and retail and ancillary sectors in the
state. Disclosing that the CBS has been launched in Ahmadabad, according to the assistant
regional manager of Central Bank, R.K. Kaushik (Cited in The financial express, 2006) the
bank was now all set to offer CBS to its account holders in Vadodara. It would also be offered
60
at Jamnagar, Surat, Rajkot and other major and mid-size towns of the state (Financial express,
2006).
There is availability of ancillary business organisations like Shree Akshar International. Shree
Akshar International, an ancillary business organization in the tourism industry, began in 1997.
It catered to various services like procurement of passport and visa privileges for various
countries, railway ticket booking, car rentals, operator of Ahmadabad Tour, Ahmadabad
Holidays, Gujarat Tour, Gujarat Holidays etc. Seeing the vast potential in the tourism industry,
Akshar Travels Pvt. Ltd. was born in 1997. Akshar Travels offers new products and concepts
from time to time (Article base, 2009).
4.5 Summary
To summarise the internal analysis of Gujarat, is relatively new destination and
therefore could be a novel attraction to spiritual tourists. Noticeable
numbers of attractions and activities require be establishing as a
sustainable spiritual destination and also noticeable good numbers of
supporting objects like accommodation, ancillary services and significantly
improving infrastructure.
State government is taking significant steps to promote tourism both domestic and globally.
Gujarat tourism has a good descriptive and informative web site. On the web site there is
information about place, activities, and hotels. It is easy to navigate web site which has all
61
required information needs for one to visit Gujarat. However it lacks visibility on internet
searches. As mentioned earlier the researcher noticed that while the internet search Google was
used to search the availability of package, it was not found immediately via search result.
62
Chapter Five External analysis of India: Gujarat
This chapter analyses macro/external factors affecting or helping development of spiritual
tourism in Gujarat. Firstly it looks at the Tourism Product are Life Cycle of spiritual tourism in
Gujarat and is then followed by explanations of SWOT and PESTL analysis. The aim of
looking at these models is to assess the current situation of Spiritual tourism in Gujarat.
A SWOT analysis is carried out to concentrate on the situational analysis into a listing of the
most relevant problems and opportunities and assess how well the firm is equipped to deal with
them. A PESTL analysis is carried out to analyse such factors that are usually beyond any
organisations control. However in case of the Spiritual tourism, state government in co-
operation with central government can create certain policies to promote tourism in both
domestic and international markets.
5.1 Tourism life cycle
Furthermore this study introduces the Tourism Area Life Cycle and reviews its origin and uses.
This concept helps to establish where the spiritual tourism in Gujarat stands in TALC. In can
be argued that tourists are dynamic, they evolve and change over time (Butler, 2006). The
evolution includes a variety of factors including changes in the preferences and needs of
visitors. The pattern which put forward here is based on the product life cycle concept. In this
case sales of a product proceed slowly at first, experience a rapid growth, stabilize, and
subsequently decline (Butler, 2006). As an example, initially tourists come to a destination in
63
small numbers restricted by barriers like lack of access, facilities, and local knowledge. With
marketing, information dissemination, and further facilities popularity grows. This leads to
increase in numbers of visitors. The rate of increase in visitor declines as levels of carrying
capacity are reached.
The concept of a destination life cycle has apparent potential to advance theory and practice of
tourism planning, particularly as a conceptual framework within long term changes or
developments can be forecasted and strategies for a destination as an economic development
and marketing can be harmonised (Getz, 1992). According to Debbage (1990) most references
to the life cycle of destinations focuses on numbers of visitors and capacity issues, with the
implications that visitations declines as capacity thresholds are reached. This premises a
controversial, in part due to the various interpretations of capacity and the many possible
approaches to dealing with capacity threshold.
In the case of the Spiritual tourism life cycle in Gujarat, according to data provide in annual
report of Gujarat tourism demonstrates that spiritual tourism can be identified on developing
state as it accounts for 35 percent of the total tourist arrival in Gujarat (TCGL, 2009).
64
Figure 5: Tourism Life cycle.
Source: Kotler and Armstrong (1990)
Times Foundation (2009), is actively seeking to promote the concept of spiritual tourism in
India. According to the organisation people are aware of religious tours - but that is only one
aspect of spirituality. When applying Butler (2006) TPLC model to the above argument it can
be said that spiritual tourism is at developing stage. The Times Foundation has partnered with
tourist offices and organisations towards popularizing spiritual tourism in India. Encouraged by
the Incredible India campaign of India Tourist Development Corporation (ITDC), Times
Foundation associated with several international organisations to promote spiritual tourism
abroad as well. This spiritual tourism is an eight-year project for developing the planet into a
joyful home for all its inhabitants. The project includes a spiritual, social and cultural agenda,
ultimately leading to a new consciousness of mutual responsibility and sincere respect for all
forms of life (Times Foundation, 2009).
5.2 S.W.O.T. analysis
SWOT analysis (the evaluation of strengths, weaknesses, opportunities and threats) is not a
new technique, but has been developed to assess the status and prospects of businesses.
65
Spiritual Tourism Gujarat
Strengths and weaknesses are internal to the entity under evaluation whereas opportunities and
threats refer to the broad context or environment in which the entity operates (Lawhead, et, al.,
1992). The former are more likely to be under the control of the entity than the latter, although
the latter are no less important than the former in influencing the well-being of the enterprise.
Judgment is exercised in assigning a particular phenomenon to an analytical category.
The SWOT procedure has been used in many planning and development situations as a tool for
organizing and interpreting information. It is widely utilized by consultants but seldom by
academics. Only limited related literature is to be found in academic tourism publications.
Examples of such use in tourism research include Wall’s (2002) SWOT analysis in Baoting,
China, Mansfield, Ron and Gev’s (2000) analysis of Muslim tourism to Israel, and Rahmat’s
(2000) work on the status of ecotourism in the Togean Islands in Indonesia.
Figure 6: Frame work for SWOT analysis
Source: Collins-Kreiner & Wall (2007)
66
SWOT is a method of organizing information (Wall, 2002). It is simple and
useful, especially for preliminary research and as a basis for more applied
and theoretical work. One advantage, as well as a disadvantage of SWOT
analysis, is the fact that it is an evaluation method. The emphasis on
evaluation makes the work more applied than theoretical. On the other
hand, SWOT is a holistic method, including a multiplicity of dimensions,
particularly when expanded as indicated in the three-dimensional
framework described above (Collins-Kreiner & Wall (2007). However for this
particular study one communal SWOT analysis has been carried out
containing all three aspects include local, national and regional. The SWOT
analysis of Gujarat is shown below in tabular format and explanations are given further.
67
Table 12: SWOT analysis of GujaratIn
tern
al
Strengths Weakness
International cooperation
Average length of stay
Rich culture
Hospitable people
Pleasant weather which is ideal
for the tourists
Many attractions and activities to
offer
lack of Professional Management
Inadequacy of information
channels
Inadequacy of marketing
Low awareness in the internal
market about the tourism
products of the region
Ext
ern
al
Opportunities Threats
Fast expansions
Rapidly growing middle class
Increase in disposable income
Unique experience for the
visitors
Increase in FTA in overall India
Potential market for foreign
tourists
Health consciousness is
increasing world wide
Various other places in India are
providing stiff competition.
Competition from other state
which have made impact on
intermodal market already like
Kerala, Goa and Rajasthan.
Environmental factors also
impose a threat.
68
5.2.1 Strengths
As mentioned previously in the internal analysis chapter, Gujarat has good
resources for tourism, more especially for developing Spiritual tourism
because of the diverse environment. Accommodation and basic
infrastructure that could suit different tourist activities are present
including average two star hotels to luxury heritage hotels which makes
ideal place for such tourists. Accessibility and transportation are also good.
Gujarat can be reached by air from many places worldwide. The area has
good resources for spiritual because of the environment. It has a many
religious sites to visit. It is also a new tourism destination. The whole region
of Gujarat is a relatively new destination and therefore could be a novel
attraction to spiritual tourists. Gujarati people are known as one of the most
hospitable people in India (Singh, 2003).
There are more than 400 archaeological sites in the state including some of the most substantial
excavations of Indus Valley civilization period at Lothal (near Ahmadabad), Surkotada and
Dholavira (in Kutch). The archaeological zone of Champaner - Pavagadh have been acclaimed
by UNESCO as the “World Heritage Site” because of its great mosques, temples, step wells
and forts. The Wild Ass sanctuary, Dholavira Harappan City and Rani-Ki-Vav are in the
process of getting status of the World Heritage site (TCGL, 2009).
There are international players in the market such as Taj and Oberoi & International Chains.
Thus the needs of the international tourists are met while they are on a visit to India. Manpower
costs in the Indian hotel industry are one of the lowest in the world. This provides better
margins for Indian hotel industry. India offers a readymade tourist destination with the
69
resources it has. Thus the magnet to pull customers already exists and has potential grow
(Gaur, 2009).
5.2.2 Weakness
The cost of land in India is high at 50 percent of total project cost as against 15% abroad. This
acts as a major deterrent to the Indian hotel industry. This is one barrier to manmade spiritual
resources. The hotel industry in India is heavily staffed. This can be gauged from the facts that
while Indian hotel companies have a staff to room ratio of 3:1, this ratio is 1:1 for international
hotel companies. High tax structure in the industry makes the industry worse off than its
international equivalent. In India the expenditure tax, luxury tax and sales tax inflate the hotel
bill by over 30percent. Effective tax in the South East Asian countries works out to only 4 to 5
percent (Gaur, 2009).
5.2.3 Opportunities
Demand between the national and the inbound tourists can be easily managed due to difference
in the period of holidays. For international tourists the peak season for arrival is between
Septembers to March when the climatic conditions are suitable where as the national tourist
waits for school holidays, generally the summer months. In the long-term the hotel industry in
India has latent potential for growth. This is because India is an ideal destination for tourists as
it is the only country with the most diverse topography. For India, the inbound tourists are a
mere 0.49 percent of the global figures. This number is expected to increase at a phenomenal
rate thus pushing up the demand for the hotel industry. As the number of tourist is increasing,
there is a need to identify their requirements and the travel agencies can tap this segment (Gaur,
2009).
70
5.2.4 Threats
These days guest houses are being replaced by hotels. This is a growing trend in the west and is
now catching up in India also, thus diverting the hotel traffic (Gaur, 2009). However this does
not particularly suit Spiritual tourism as described previously in literature review as such
tourism is driven more by individualist tourists. Political turbulence in the area reduces tourist
traffic and thus the business of the hotels. In India examples of the same are insurgency in
Jammu Kashmir and the Kargil war recent attack in 2008 and the 26th November 2008 terrorist
attack on Mumbai city. Such incidents are potential threats in decrease in international tourist.
Hence Indian tourism is suddenly experiencing its worst years in recent times (Banerji, 2009).
The economic conditions of a country have a direct impact on the earnings in hotel industry.
With the advent of the internet, the role of travel agents is changing and the whole industry
faces a threat of extinction unless they change to meet the need of tourists. Competition from
other states like Kerala, Rajasthan and Goa and tour packages like golden triangle are very
popular in both domestic and international market.
5.3 PESTL analysis
The aim of strategic analysis is to form a view of the key influences on the present and future
well being of the destination and what opportunities are afforded by the environment and the
competences of the organisation consideration of culture, environment, capabilities and so on is
analysed using such method as PESTL analysis (Bailey et al., 2005).
71
5.3.1 Political
The Indian tourism industry is built on backbone of government’s support. Both government
national level and state level plays vital role in tourism development. At national level The
Ministry of Tourism, is the nodal agency for the formulation of national policies and programs
and for the co-ordination of activities of various Central Government Agencies, State
Governments/UTs and the Private Sector for the development and promotion of tourism in the
country. This Ministry is headed by the Union Minister for Tourism.
Directorate General of Tourism has a field formation of 20 offices within the country and 14
offices abroad and one sub-ordinate office/project i.e. Indian Institute of Skiing and
Mountaineering (IISM)/ Gulmarg Winter Sports Project (GWSP). The overseas offices are
primarily responsible for tourism promotion and marketing in their respective areas and the
field offices in India are responsible for providing information service to tourists and to monitor
the progress of field projects. For example the activities of IISM/GWSP have now been revived
and various Ski and other courses are being conducted in the Jammu and Kashmir valley in
northern India (Ministry of tourism, 2009).
At regional level, Vibrant Gujarat Global Investors Summit 2009 is going truly global this time
around with delegations from about 30 countries likely to participate in the event. With Japan
as an international partner to the event, the state is likely considerable investments in Delhi-
72
Mumbai Industrial Corridor (DMIC) region. While Uganda, Canada, Italy, Korea and Russia
have shown interest in sending officials from the ministry level along with business delegation
to the event, the state is still in the process of getting government participation from more
countries. Business delegations from countries like US, UK, France, China, Germany, Taiwan,
Australia, and Malaysia have shown interest in participating at the event. Besides, many
African countries have shown interest in participating at the event according to senior
government officials. Earlier in December 2008/09, over 65 British MPs have signed an Early
Day Motion (EDM) to support the Vibrant Gujarat campaign. It was for the first time in British
Parliament history that so many MPs have supported for an event happening outside the
country. Headed by Japanese Ambassador to India Hideaki Domichi, the 18-member
contingent from Japan would be accompanied by Japan External Trade Organisation (Business
standard, 2009)
The state government, along with the Industrial Extension Bureau and the Tourism Corporation
of Gujarat (TCGL) plans to have a second Vibrant Gujarat in October 2010, with focus on the
unexploited tourism sector. The state has already issued advertisements in the media to attract
investors. State government is planning to sell Gujarat as a major tourism destination to non-
residents Indians (NRIs), non-residents Guajarati’s (NRGs) and domestic and international
tourists during Navratri (a flock dance festival lasts for nine nights). The government hopes to
tap the potential in the tourism sector in the state. The focus is to bring Gujarat in the
international tourism map of the world. The focus of the meet will be to promote, eco-tourism,
medical-tourism, beach-tourism, and religious tourism. Gujarat has few of the best beaches in
the world (TCGL, 2009). If the required infrastructures are developed, the state will have a
great tourism potential (Pandey, 2004)
73
5.3.2 Economical
According to World Bank in the past two decades, India has been making sustained progress
on a scale, size and pace that is unprecedented in its own history. A low-income country with
mass poverty at the time of Independence in 1947, India now has a diminishing pool of very
poor people and is poised to cross the threshold to join the ranks of the world’s middle-income
countries. Over these past 62 years, the country has been successful on a number of fronts:
It has maintained electoral democracy
Reduced absolute poverty by more than half
Dramatically improved literacy
Vastly improved health conditions
Become one of the world’s fastest growing economies with average growth rates of 9
percent over the past four years
Emerged as a global player in information technology, business process outsourcing,
telecommunications, and pharmaceuticals (World bank, 2009)
The global financial crisis has, however, not left the country unscathed. Although India’s
economy grew at 6.1percent in the quarter ending June 2009 - among the highest growth rates
in the world – this still represents a significant dip from the annual peak of 9.7 percent in
2006/07. The slowdown is likely to have a large and immediate impact on employment and
poverty. Job creation is likely to remain a key concern as new entrants to the labour force -
relatively better educated and with higher aspirations - continue to put pressure on the job
74
market (World Bank, 2009). In such a scenario tourism development can stand up as an ideal
tool for economic development.
Looking from a foreign tourist point of view, economical factors play a vital role in terms of
exchange rate. Tourist from west past of the world either from USA or Europe can find to
travel India relatively cheaper. Particularly for tourists from USA travel to India is cheaper
than Europe. Below an example spiritual tour of temples in northern Gujarat is presented.
Table 13: A tour plan of Gujarat
Temple Tour of Gujarat (Ex - Ahmadabad) 8 days from Rs.21390Prices are per person and reflect land cost only INCLUSIONS
Accommodation on twin sharing basis Daily breakfast at all places Transfers & sightseeing by AC car as per the itinerary All luxury taxes at hotels as on date. Any future levies will be charged extra
ACCOMMODATION & PRICING
Single Occupancy
TwinSharing Basis
TripleSharing Basis
ChildWith Bed
Child WithoutBed (5-12 yrs)
Valid from : October 1, 2009 - March 31, 2010Deluxe Category
Rs.37945 Rs.21390 Rs.16695 Rs.7310 Rs.2280 All above rates are per person on twin share basis in Indian Rupees Note: 2.58% Govt. service tax extra on total billing Source: Thomas Cook India
Note: For complete tour plan refer to Appendix 1.
75
It can be seen from table above that average tour of Gujarat temples cost 20,000 Indian rupees,
which are around 400USD (as of on 03/12/09 source xe.com). Whereas for tourist from USA
travelling to Europe city break in London would cost around 900 USD.
5.3.3 Socio-Cultural
Destination communities are the basic element of modern tourism. They are the focal point for
the supply of accommodation, catering, information, transport, and services (Clarke &
Godfrey, 2000). The people are the hosts who welcome tourists and preserve and sell the
destination. Each religious group identifies themselves as a distinct group regarding their social
structure, kinship system, cultural values, worship and prayer pattern, festivals and birth-
marriage-death rituals. Within both of the group different subgroups can be observed based on
the customary occupations of each.
Needless to say sound culture edifice provides a productive ground for tourism and, at the same
time tourism is expected to satisfy its obligations towards the culture of the country. Here it is
worth mentioning that domestic tourism and international tourism operate at different level
with different means and mode of interaction. Especially when seen in the context of the
culture. It is in fact the period of interaction that makes the real difference (Bhardwaj, et al.,
1998). In case of international tourism interaction is comparatively for a shorter period with
less frequently but with high return capacity. This lures the locals to come out from their
cultural hide out to seek economic gains.
76
The outcome of growing tourism cannot be considered an isolated phenomenon. It has
significant relevance to socio-cultural as well as natural environment of the concerned
economy. Unlike the economic aspects of tourism development and its impact socio-cultural
impacts cannot be quantified (Bhardwaj, et al., 1998).
5.3.4 Technological
Like all other industries, the tourism industry is also influenced by the growth in popularity of
the internet and e-commerce. Interested travellers are able to find the relevant information
related to popular destinations, accommodation, available flights etc. without much hassle.
Further e-commerce has enabled easy online payment and tourists can book for holiday
packages and arrange everything using the internet from their homes. According to WTO
(Cited in Kim, 2004), the Internet is revolutionising the distribution of tourism information and
sales. An increasing proportion of Internet users are buying on–line and tourism will gain a
larger and larger share of the online commerce market.
In the last few decades, Information Communication Technologies (ICTs) have deeply affected
the way business is performed and the way that organisations compete (Porter, 2001). The
tourism and travel industries were particularly affected by these developments and in
particular, the way organisations distributed their tourism products in the marketplace (Buhalis,
2000b). Traditionally, the travel distribution role has been performed by outbound travel
agencies, tour operators (TOs) and inbound travel agents or handling agencies (Buhalis &
Laws, 2001). They were supported by computer reservation systems, global distribution
systems or tour operators’ videotext systems (leisure travel networks) (K.archer, 1997).
77
5.3.5 Legal
There are no particular legal barriers for domestic tourists travelling within the country in
India. However for any foreign tourists travelling to India requires visa, although it is
relatively easy and cheap process. For example tourists from UK travelling to India can apply
for visa by post. A Sunday Times travel expert responds: The Indian High Commission
outsourced its visa service in the summer after years of complaints about having to queue for
hours. They have appointed a reputable company called VF Services, which has offices in
London, Birmingham and Edinburgh. Tourists willing to travel to India requires to fill in an
online form and submit and they will be given a date to attend. It normally takes two to three
days before tourists can return to collect their passport in the afternoon. It costs 30 pounds plus
8.86 pounds handling charge from VFS (Times online, 2008).
5.4 Summary
To summarise the external analysis of Gujarat, has relatively good strengths and
opportunities require to be establishing as a sustainable spiritual
destination. However there are weaknesses and threats to work on, an
especially competition from other states like Kerala which have already
established itself a unique tourism destination both in domestic and
internal market.
The state government is taking significant steps to promote tourism both domestic and
globally. Gujarat tourism has a good descriptive web site. On the web site there is information
about place, activities, and hotels. It is easy to navigate the web site which has all the required
78
information one needs to visit Gujarat. However it lacks any legal aspects of information like
visa requirements for foreign travellers. According to the researcher, this is one of the key
aspects Gujarat tourism ministry which should mention any legal requirements to visit Gujarat
especially for foreign tourist as it is mentioned in the Gujarat tourism annual report foreign
tourist spend relatively more money than domestic tourist.
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Chapter Six Conclusion
6.1 Conclusion
Since spiritual tourism development is recent and locally managed, the involvement of local
people is high. Most of the sites of Gujarat have their own traditional importance and place in
history. Some of them are known for the beautiful temples, mosques, churches and some for
their scenic beauty and environment. Each site has a speciality of its own, which cannot be
duplicated.
One of the key themes that emerge from the research on Spiritual tourism in this study is that
the journey towards meaning seeking holiday is far more important than the destination. The
destination in Spiritual tourism is often an alternative space in which one can engage in self
analysis without the stresses and distractions of home. The addition of a supportive, like-
minded community can sometimes help to further encourage the individual on a journey of
self-discovery. Arguably all spiritual tourists are self-aware, active seekers of enhanced well-
being, health and happiness. Of course, spirituality is not a static concept and is subjective and
relative, thus always in flux. The needs of spiritual tourists will clearly vary enormously at
different times and stages of their lives. The current diversification of this sector is, therefore, a
welcome development and one which is worthy of close observation and dedicated research.
Smith and Kelly (2006a) conclude that, as with other specialist tourism interests, spiritual
tourism faces challenges related to authenticity, practice, regulation and management, as well
as definition problems and categorisation challenges. Consumers and the industry alike
currently experience confusion as to what spiritual tourism is. In the short term, its true
80
meaning is unlikely to become any clearer, as ‘spirituality’ becomes a commercial buzzword,
and hotels get into the business. They caution that finding a balance between provisions of
care, economic development, and meeting the needs of a diverse set of consumers in an erratic
world will prove an enormous challenge.
In addition to the conclusion, the findings from the destination audit of Gujarat were very
interesting and worth looking at. Gujarat is relatively new destination to be explored
and therefore could be a novel attraction to spiritual tourists. Noticeable
numbers of attractions and activities require to be established as potential
sustainable spiritual destinations and also a noticeable good number of
supporting objects like accommodation, ancillary services and significantly
improving infrastructure.
The potential of developing Gujarat as a spiritual tourism destination on
both domestic and international market can be definitely seen by this
research. However the researcher analysed that Gujarat lacks an
appropriate method of marketing and promoting the whole region as a
destination. During the research it was noticed that Gujarat tourism as a
product lacks visibility on the market in both domestic and international
market. The evidence of these can be found on TGCL annual report as in
terms of numbers there were over 200,000 foreign visitors in year 2006-07,
however in terms of percentage share they accounted for only 2percent of
total tourists in Gujarat. The same as for tourists from other state they
81
accounted for 21 percent of total tourists in Gujarat. This means is majority
of tourists business state has is within the state which accounts for 77
percent of total tourists (TCGL, 2009).
6.2 Recommendations for future research
The study of Spiritual tourism in this dissertation could be used as a framework for using
multiple methods to empirically examine the potential for branding India or the state of Gujarat
as a sustainable spiritual destination. First, in depth qualitative interviews with a small
purposive sample of people who have an expressed interest in spirituality could be conducted
to explore the motivations for such travel and to investigate how the various components of
leisure style, activity, setting and time—are conducive to spiritual tour. In addition, the
questions used in these interviews could be designed to determine the processes that connect
people’s leisure with their spiritual well-being. A large-scale quantitative study could also be
designed to analyze the relationships between the various dimensions of leisure style and
spiritual well-being, and the processes linking them. A survey questionnaire could be
distributed that included scales that measured leisure activity participation, leisure motivation,
leisure settings and leisure time as well as spiritual well-being. A leisure-spiritual processes
scale, developed from the literature and a qualitative study, could be developed to determine
the spiritual functions of leisure, or the ways in which people use leisure to achieve spiritual
well-being.
Correlation analysis could be used to determine if there are significant relationships between
the various elements of the model, i.e., the dimensions of leisure style (activity, motivation,
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setting and time), leisure-spiritual processes and spiritual well-being. Regression analysis could
be used to determine which leisure style components contribute the most to spiritual well-
being. Cluster analysis could be used to investigate whether certain leisure characteristics and
styles are more conducive to spiritual well-being than other leisure characteristics and styles.
More sophisticated analyses, such as path analysis and structural equation modelling, could be
used to develop a comprehensive empirical model of leisure style and spiritual well-being that
illustrates the relationships between leisure style components, leisure-spiritual processes and
spiritual wellbeing.
6.2.1 Recommendations for Gujarat
The main objective for developing spiritual tourism in India: Gujarat is to promote the rich
cultural heritage, environment and spiritual offering. The strategies involved for sustainability
of rural tourism projects should also include aggressive marketing strategies. There is potential
demand for spiritual tourism in India, as modern day tourists are keen to explore and
experience a true authentic meaning when seeking a holiday. Gujarat being a destination with
rich cultural diversity will always attract tourists; particularly the foreign tourists who cherish
the local beauty, diversity, heritage, culture, and handicrafts. Aggressive marketing is required
to promote each destination of Spiritual tourism based on its uniqueness. In order to achieve
this appropriate co-ordination among different implementing departments and agencies, both
from the government and private is necessary.
83
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8.0 List of Tables
No Table Page NoTable 1 Assessment schematic 10Table 2 Distinctions between qualitative and qualitative data 14Table 3 Spiritual tourism characteristics 21Table 4 Authentic tourism characteristics 29Table 5 Literature review matrix 33Table 6 6A’s frame work for the analysis of tourism destination 38Table 7 FTA in India 43Table 8 Domestic tourism market share in India 44Table 9 Purpose of Tourism flow 48Table 10 Tourist attraction Gujarat 50Table 11 Heritage properties, star hotels and resorts for tourists in Gujarat 55Table 12 SWOT Analysis of Gujarat 64Table 13 A tour plan of Gujarat 71
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9.0 List of Figures
No Figure Page NoFigure 1 Inductive Vs Deductive 15Figure 2 Map of India 40Figure 3 Location of Gujarat in India 45Figure 4 Tourists origin (2006-07) 47Figure 5 Tourism life cycle 61Figure 6 SWOT analysis frame work 62
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10.0 List of Appendix
Appendix 1: Temple Tour of Gujarat (Ex - Ahmedabad) 8 days from Rs.21390Prices are per person and reflect land cost only INCLUSIONS
Accommodation on twin sharing basis Daily breakfast at all places Transfers & sightseeing by AC car as per the itinerary All luxury taxes at hotels as on date. Any future levies will be charged extra
ACCOMMODATION & PRICING
Single Occupancy
TwinSharing Basis
TripleSharing Basis
ChildWith Bed
Child WithoutBed (5-12 yrs)
Valid from : October 1, 2009 - March 31, 2010Deluxe Category
Rs.37945 Rs.21390 Rs.16695 Rs.7310 Rs.2280 All above rates are per person on twin share basis in Indian Rupees Note: 2.58% Govt. service tax extra on total billing HOTELS ENVISAGED
City Nights HotelsDeluxe
Ahmedabad 2 Sarovar Portico or similarGondal 1 Orchard palace or similar
Somnath 1 Safari resort or similarDwaraka 2 Dwaraka Residency or similar
Rajkot 1 Grand Regency or similar ITINERARY
Day Activities1 Arrive Ahmedabad
On arrival at the Ahmedabad airport or railway station (on your own), you will be transferred to your hotel for a stay of two nights. In the afternoon you will proceed on a city tour of Ahmedabad visiting Gandhi Ashram, Calico museum, Utensils Museum, the Jami Mosque and finally visit Akshardham - dedicated to Lord Swaminarayan.
2 In Ahmedabad - Day excursion to Modhera sun Temple & PatanThis morning after breakfast proceed on an excursion to the Sun Temple at Modhera that dates back to the early 11th century. This temple has been designed in such a way that the Sun's rays illuminate the sanctum at dawn, during the time of the equinoxes. Enroute visit Patan that has over 100 Jain temples; the most important being the Mahavir Swami Derasar in Dhandherwad with exquisitely carved wooden dome and the other being the Rani ki Vav is an excellent example of subterranean architecture of Gujarat. Overnight in Ahmedabad.
3 On to Gondal (approx. 265 kms / approx 6 hour drive)This morning you will proceed on drive to Gondal. On arrival you will visit the Orchard Palace Retreat, the Virpur Jalaram Bapa Temple, Naulakha Palace, the Royal Palace and the Veri Lake that attracts cranes, pelicans, flamingoes, spoonbills, and glossy ibises. Harriers roost here in winter and floricans nest in monsoon. Later you will check in to your
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hotel for a stay of one night.4 On to Somnath (approx 155 kms / approx 4 hour drive)
After breakfast you will drive to Somnath located on the extreme southwest coast of Gujarat. On arrival you will proceed on a visit to the temple of Somnath, which is established as one of the twelve Siva Jyotirlingas. The present temple has a tower over 50m (165 ft) high over the main sanctum (altar). Imp: The main aarti's are at 7 am, noon, and 7 pm. It is a popular temple. Non-Hindus are permitted to enter. Later you will check in to your hotel for a stay of one night.
5 On to Dwarka (approx 230 kms / approx 6 ½ hour drive)This morning, following breakfast you will drive to Dwarka, en route visiting Kirti Mandir at Porbander, a hometown of Mahatma Gandhi. Continue on drive to Dwarka where on arrival you will check in to your hotel for a stay of two nights.
6 In DwarkaToday, you will enjoy a full day temple visit in Dwarka and excursion to Bet Dwarka. Visit the temple of Dwarkadheesh and the temple of Rukmini, Lord Krishna's wife. Later take a ferry to Shankhoddar Island, also known as Bet Dwarka to visit the temple of Ranchhodrai and the Matsyavatar Temple. Your tour ends with a visit to the temple of Nageshwar Mahadev, one of the 12 jyotirlingas. Overnight in Dwarka.
7 On to Rajkot (approx 235 kms / 4 ½ - 5 hour drive)This morning, following breakfast you will drive to Rajkot. In the afternoon you will visit the temples, the Watson Museum, Kaba Gandhi no Delo - the house where Gandhiji grew up and Bhomeshvar Temple. Rajkot is also famous for its Bandhani Sarees, mirror-work, patch work, bead work, jewellery market and silk embroidery. Later you will check in to your hotel for a stay of one night.
8 Depart RajkotMorning you will be transferred to the railway station for journey to onward destination.
TERMS & CONDITIONS
Validity : October 1, 2009 - March 31, 2010 All above rates are per person on twin share basis in Indian Rupees Not valid for travel during High Season of Dusshera, Deepawali, and Christmas & New Year General Information:
o All domestic Hotels/Transport rates are based on current tariff & subject to change without prior notification; the revised rates will be charged extra. All arrangements made by TCIL are in the capacity of an agent only. TCIL will not be liable for claims or expenses arising from circumstances beyond our control such as accidents, injuries, delayed or cancelled flights & acts of force majuere.
Payment: o 20% advance payment at the time of registration and balance 20 days prior to
departure. Cancellation Policy:
All cancellations are to be communicated in writing and will attract a sum of Rs. 1500.00 minimum. Besides the forfeiture of the deposit amount of the tour, a further charge will be levied as follows:
o 20 days prior departure: 20% of total tour cost o 7 days prior departure :50% of total tour cost o With in 7 days : 100% of total tour cost
Cost Excludes : o ASI & entrance fees for all monuments / sightseeing places o Any air/train fare o Items of a personal nature -i.e. drinks, laundry, tips & gratuities, still/video camera fees
at monuments or any items not specified under inclusions.
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