2019 White River Dragon Boat Race and Festival SPECTATOR GUIDE
Project on Event Tourism- Special Focus on Kayamkulam Boat Race
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Transcript of Project on Event Tourism- Special Focus on Kayamkulam Boat Race
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CHAPTER-1
INTRODUCTION
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1.1 Introduction
Man as a traveller is known since time immemorial. Initially their travel was for the quest of
food followed by shelter. Generally with the passage of time their travel turned to several new
dimensions-travel as an adventure, travel as hobby, for relaxation, to enjoy natural beauty, as
a pilgrimage, to acquire knowledge on historical aspects and archaeological sites. Travel
sometimes is associated with adventure and sometimes for enjoying festivals or by taking
holy dip. All these are to quench the thirst of mind. Thus, travel or tour has a very important
position in human life and ultimately tourism that is movement of people within their own
country or across the national border became one of the largest and gainful industries in the
economic domain of human life.
Kayamkulam is a bright small village which is bathed by Arabian Sea waters. This village is
halfway from both Alleppey and Quilon that together connect the backwaters of Kerala. A
boat race was conducted in Kayamkulam Lake on 28th of August 2010 as part of initiatives to
bring Kayamkulam to the world tourism map. Kayamkulam was once the commercial hub of
Kerala. . The first Kayamkulam boat race held in Kayamkulam Lake on August 28th 2010.
The length of the race track is 1200 meters. It will be held on the 4th
Saturday of August every
year.
The definition given by the WTO for tourism is ―the activities of persons travelling to and
staying in places outside their usual environment for not more than one consecutive year for
leisure, business and other purposes‖ A tourist is a person who is supposed to leave his/her
hometown (permanent place) on temporary, basis for the purpose of seeking new experiences,
having fun & entertaining, doing sports, seeing cultural & historical places (attractive) etc. On
the condition that she/he should stay no less than 1 day and no longer than 12 months, make
use of a tourist facility for accommodation and spend her/his own Money through their
holiday.
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―Event Tourism is a systematic planning, development, and marketing of festivals and special
events as tourist attractions, image-makers, catalysts for infrastructure and economic growth,
and animators of built attraction‖ event management deals with event marketing, design and
managing of an event. Moreover, it tries to understand the event experiences and to manage
them.
Hence, event tourism is in the middle of the two sectors. In other words, event tourism aims at
full exploitation of the capabilities of events in order to achieve tourism development of host
communities. Event tourism planners must take into account all the details of event
management and make a sedulous research on managing event from the tourism perspective.
Nowadays ‗event tourism‘ is generally recognized as being inclusive of all planned events in
an integrated approach to development and marketing. Event tourism has great similarities
with other special forms of tourism.
Event tourism is systematic development, planning, marketing and holding and marketing of
events as tourist attraction. Event tourism is generally recognized as being inclusive of all
planned events in an integrated approach to development and marketing.
1.2 Objectives of the study
The specific objectives of the study conducted is as follows
To examine the tourism potential of Kayamkulam boat race and its role in promoting
community benefits
To prepare appropriate strategies for marketing Kayamkulam boat race as a event
tourism product.
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1.3 Need and Significance
Tourists have an important role in India. There are many tourist places and our country is
getting a good income. We can see different tourists who are seeking variety. Every tourist
place need to analyze their activities whether they are attractive enough. Kayamkulam boat
race is now becoming popular and attracting many tourists and is a part of event tourism. A
study on Kayamkulam Boat race is helpful to understand the following factors:
It helps to understand a profile of Kayamkulam boat race.
Helpful in understanding which are the area where need improvements.
To understand the marketing and promotional activities
To understand the community benefits they are getting.
Area of Study
Kayamkulam is a city and a municipality in Alappuzha district of the Indian state of Kerala. It
is an ancient maritime trading Centre and is almost equal distance from Alappuzha town and
Kollam. The city is well connected by rail and road with other cities in the region. There are
two versions as to how Kayamkulam got its name. Some say that Kayamkulam gets its name
from a portmanteau of two Malayalam words - kayam (sap of a spice tree) and kulam (pond)
while a more reliable version is that Kayamkulam got its name from "kayal" (lake) and
"kulam" (pond),since the Kayamkulam lake (Kayamkulam kayal) is as shallow as a pond (a
bit exaggerated). Kayamkulam is well known for its coir, fishing and tourism industries. The
town is an important township located on the backwaters of Kerala.
1.4 Research Methodology
The study is based on primary as well as secondary data. For collecting primary information,
a survey has been conducted among 30 members of host community and interview was
carried out among 20 members of boat race authority. The data and information collected
were analyzed and interpreted with the help of percentage method.
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The secondary data has been collected from various books, journals, magazines and e-
resources and a publication of the boat race authority. Official websites were visited to get
relevant information‘s.
1.5 Chapterisation
The entire study is structured into following five chapters. The introduction chapter provides
an overall idea about the tourism industry and event tourism. The second chapter, literature
review deals with the theoretical & literature review on the related topics. Chapter three is
examining the profile of Kayamkulam. Chapter four explains data analysis and interpretation
in detail. The last chapter includes findings, suggestions & conclusion. This is followed by
bibliography and appendix.
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CHAPTER-- II
LITERATURE REVIEW
2. Tourism
The definition given by the WTO for tourism is ―the activities of persons travelling to and
staying in places outside their usual environment for not more than one consecutive year for
leisure, business and other purposes‖ A tourist is a person who is supposed to leave his/her
hometown (permanent place) on temporary, basis for the purpose of seeking new experiences,
having fun & entertaining, doing sports, seeing cultural & historical places (attractive) etc. On
the condition that she/he should stay no less than 1 day and no longer than 12 months, make
use of a tourist facility for accommodation and spend her/his own Money through their
holiday. Tourism is travel for recreational, leisure or business purposes. The World Tourism
Organization defines tourists as people "traveling to and staying in places outside their usual
environment for not more than one consecutive year for leisure, business and other purposes".
Tourism is the act of travel for the purposes of leisure, pleasure or business, and the provision
of services for this act. Tourism has been a major social phenomenon of the societies all
along. It is motivated by the natural urge of every human being for new experience,
adventure, education and entertainment. The motivations for tourism also include social,
religious and business interests. The spread of education has fostered a desire to know more
about different parts of the globe. Tourism is a major force in the economy of the world, an
economy of global importance and signifance (Cooper, 1996)
Attractions are an extremely important part of the tourism industry and are the driver for
much tourism having taken place. According to Swarbrooke (1995, p.3) tourist attractions are
„the most important component in the tourism system. They are the main motivators for
tourist trips and are the core of the tourism product. Without attractions there would be no
need for other tourism services. Indeed tourism as such would not exist if it were not for
attractions‟.
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2.1 Definition and Characteristics of Tourism
It is defined in a different manner by different people and the most widely accepted definition
is the one given by the World Travel Organization (W.T.O) 1993. Tourism comprises the
activities of persons travelling to and staying in places outside their usual environment for not
more than one Consecutive year for leisure, business and other purposes.
• The term ―usual environment‖ is intended to exclude trips within the place of residence, trip
to the usual place of work or education and daily shopping and other local day-to-day
activities.
• The threshold of twelve months is intended to exclude long-term migration.
• For the distance travelled there is no consensus. It varies from at least 40 kms to at least
160kms away from home one way for any purpose other than commuting to work.
David Weaver and Laura Lawton gives a definition in his book ―Tourism Management‖
tourism is ―As the sum of the processes, activities, and outcomes arising from the interactions
among tourists, tourism suppliers, host governments, host communities, origin governments,
universities, community colleges and nongovernmental organisations, in the process of
attracting, transporting, hosting and managing tourists and other visitors.‖ The sum of
phenomena and relationships arising from the travel and stay of non residents in so far as it
does not lead to permanent residence and is not connected to any earning activity-Hunziker
and Krapt. The tourism industry has the following characteristics which almost likely to be
service industry;
Intangibility
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2.2 Recent Developments of Tourism
The recent development of tourism are classified into different categories like the following
2.2.1 Sustainable Tourism
"Sustainable tourism is envisaged as leading to management of all resources in such a way
that economic, social and aesthetic needs can be fulfilled while maintaining cultural integrity,
essential ecological processes, biological diversity and life support systems."
2.2.2ecotourism
Ecotourism, also known as ecological tourism, is responsible travel to fragile, pristine, and
usually protected areas that strives to be low impact and (often) small scale. It helps educate
the traveler; provides funds for conservation; directly benefits the economic development and
political empowerment of local communities; and fosters respect for different cultures and for
human rights.
2.2.3 Pro-Poor Tourism
Pro-poor tourism, which seeks to help the poorest people in developing countries, has been
receiving increasing attention by those involved in development; the issue has been addressed
through small-scale projects in local communities and through attempts by Ministries of
Tourism to attract large numbers of tourists
2.2.4 Recession Tourism
Recession tourism is a travel trend, which evolved by way of the world economic crisis.
Identified by American entrepreneur Matt Landau (2007), recession tourism is defined by
low-cost, high-value experiences taking place of once-popular generic retreats. Various
recession tourism hotspots have seen business boom during the recession thanks to
comparatively low costs of living and a slow world job market suggesting travelers are
elongating trips where their money travels further.
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2.2.5 Medical Tourism
When there is a significant price difference between countries for a given medical procedure,
particularly in Southeast Asia, India, Eastern Europe and where there are different regulatory
regimes, in relation to particular medical procedures (e.g. dentistry), traveling to take
advantage of the price or regulatory differences is often referred to as "medical tourism".
2.2.6 Educational Tourism
Educational tourism developed, because of the growing popularity of teaching and learning of
knowledge and the enhancing of technical competency outside of the classroom environment.
In educational tourism, the main focus of the tour or leisure activity includes visiting another
country to learn about the culture, such as in Student Exchange Programs and Study Tours, or
to work and apply skills learned inside the classroom in a different environment, such as in
the International Practicum Training Program
2.2.7 Creative Tourism
Creative tourism has existed as a form of cultural tourism, since the early beginnings of
tourism itself. Its European roots date back to the time of the Grand Tour, which saw the sons
of aristocratic families traveling for the purpose of mostly interactive, educational
experiences. More recently, creative tourism has been given its own name by Crispin
Raymond and Greg Richards, who as members of the Association for Tourism and Leisure
Education (ATLAS), have directed a number of projects for the European Commission,
including cultural and crafts tourism, known as sustainable tourism. They have defined
"creative tourism" as tourism related to the active participation of travellers in the culture of
the host community, through interactive workshops and informal learning experiences.
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2.2.8 Doom Tourism
Also known as "Tourism of Doom," or "Last Chance Tourism" this emerging trend involves
traveling to places that are environmentally or otherwise threatened (the ice caps of Mount
Kilimanjaro, the melting glaciers of Patagonia, The coral of the Great Barrier Reef) before it
is too late. Identified by travel trade magazine Travel Age West editor-in-chief Kenneth
Shapiro in 2007 and later explored in
The New York Times, this type of tourism is believed to be on the rise. Some see the trend as
related to sustainable tourism or ecotourism due to the fact that a number of these tourist
destinations are considered threatened by environmental factors such as global warming, over
population or climate change. Others worry that travel to many of these threatened locations
increases an individual‘s carbon footprint and only hastens problems threatened locations are
already facing.
2.3 Event Tourism
―Event Tourism is a systematic planning, development, and marketing of festivals and special
events as tourist attractions, image-makers, catalysts for infrastructure and economic growth,
and animators of built attraction‖ event management deals with event marketing, design and
managing of an event. Moreover, it tries to understand the event experiences and to manage
them. Hence, event tourism is in the middle of the two sectorsEvent tourism planners must
take into account all the details of event management and make a sedulous research on
managing event from the tourism perspective. Nowadays ‗event tourism‘ is generally
recognized as being inclusive of all planned events in an integrated approach to development
and marketing. Event tourism has great similarities with other special forms of tourism. Event
tourism is systematic development, planning, marketing and holding and marketing of events
as tourist attraction. Event tourism is generally recognized as being inclusive of all planned
events in an integrated approach to development and marketing.
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Before starting the analysis of the event tourism sector it is essential to be cleared what is an
event. The Definition of the event is difficult to be accurate and it can be flexible to suit
different situations. Although there are various definitions in the events literature the current
paper uses the one of Allen, O‘Toole, McDonnell and Harris (2002), as is the most
appropriate from the tourism perspective: ‗A special event is a one-time or infrequently
occurring event outside normal programs or activities of the sponsoring or organizing body.
To the customer or guest, as special event is an opportunity for leisure, social or cultural
experience outside the normal range of choices or beyond everyday experience.‘ Events are
categorized according to their demand, tourist value and impacts to the host destination.
‗Mega events‘ are those that attract an enormous number of visitors such as Olympic Games,
World Cup etc. and have long been related to image-making or developmental roles for the
host community. ‗Hallmark events‘ are ‗Major one-time or recurring events of limited
duration,developed primarily to enhance the awareness, appeal and profitability of a tourism
destination‘ (Ritchie, 1984). ‗Local‘ and ‗Major‘ events are small events and constitute the
main subject of this paper. ‗Some of them have tourism potential that can be developed,
requiring investment, and some are not interested in tourism—perhaps even feeling
threatened by it‘(Getz, 2007). Hence, the matter of capability of such events to contribute to
rural community rises.
2.3.1 Goals of Event Tourism
The main aims and goals of event tourism are like the following
*Creating favorable image for a destination
*Expanding the traditional tourist season
*Spreading tourist demand more evenly through an area
*Attracting foreign and domestic visitors
*Economic benefits
*Infrastructure development
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Events contribute to destination attractiveness by their:
Expansion of tourist season
Spread of tourism geographically
Use of resorts, theme parks
Use of conventions and exhibition facilities
2.3.2 Advantages of Event Tourism
The advantages of the event tourism is very wide, the main advantages are like the
following
Increased visitation to region
Economic injection
Increased employment
Improvement of a destination‘s image
Enhanced tourism development
Ability to act as a catalyst for development
Reduction of seasonal fluctuations
2.3.3 Disadvantages of Event Tourism
Like every other sector or type of tourism, event tourism also has some limitations.
The demerits are as follows
Inflation
Disruption to normal life
Disrespect of local culture
Exploitation
Noise
Pollution
Environmental damage
Overcrowding
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2.3.4 Concept of Event Tourism
The origins of event tourism as a topic of serious academic interest are comparatively recent.
The subject is largely a postwar development which began especially to unfold in the 1970s,
not least in response to a growing interest and recognition of the potential value of events to
economies, societies, and their cultures, as well as to environmental regeneration. In part, the
continued evolution of the subject has arisen from the development of convention and
exhibition management as cognate areas but, through time, policy-makers, planners, and
destination managers became aware of the potentially significant and wide role of events in
specific localities, ranging in scale from the Olympic Games to community festivals. Event
tourism is now a vibrant and dynamic field of study and research, and the sheer scale of the
growth in its output makes this Rutledge collection especially timely.
A wide range of social-science journals have published material about event tourism and this
new Major Work makes available foundational pieces of scholarship—as well as cutting-edge
research—from these disparate, and sometimes less accessible sources, as well as from the
leading UK, European, and North American tourism journals, and from other hard-to-find
publications. Event tourism is where a particular event, e.g. The Olympics in London is
"sold" to tourists. It seeks to maximize the tourist numbers by advertising and online
promotions, and capitalize on the event by organizing and matching the various tours,
transport needs, hotel reservations and tickets to events as much as possible so it is easy for
tourists to pick the sort of options they want.
―Event Tourism is a systematic planning, development, and marketing of festivals and special
events as tourist attractions, image-makers, catalysts for infrastructure and economic growth,
and animators of built attraction‖ event management deals with event marketing, design and
managing of an event. Moreover, it tries to understand the event experiences and to manage
them. Hence, event tourism is in the middle of the two sectors. In other words, event tourism
aims at full exploitation of the capabilities of events in order to achieve tourism development
of host communities. Event tourism planners must take into account all the details of event
management and make a sedulous research on managing event from the tourism perspective.
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Nowadays ‗event tourism‘ is generally recognized as being inclusive of all planned events in
an integrated approach to development and marketing. Event tourism has great similarities
with other special forms of tourism. Basic travel motivators have been identified as falling
into the four categories - physical, cultural, interpersonal and prestige. Different types of
events can satisfy all these motivations. Furthermore, desire for escape from the ordinary and
search for the intrinsic rewards of leisure pursuits are motivation for all tourists. Therefore,
events can satisfy these needs because are ‗extra-ordinary‘ by definition. Moreover events can
provide socio- psychological benefits, such as self- determination, challenge, learning,
exploration, novelty, and relaxation.
Event tourism is a form of tourism with the event, there are also items such as holding a
normal event, but more luxury tourism organization with conferences or ceremonies
performed fashion usually sea, summer .Will the attention and attracted the attention of those
present direct or indirect presence in the ad so the event really effective tourism brand. Events
themselves do not have to attract tourists to the area to play an important role in a tourism
development (Getz, 1991). However, there is a reason why tourists need something to do in
their free time. They will be looking for attractions or events in a tourism destination, and
expect what a tourism destination offers. Events can contribute to a perception that a place is
a nice area to visit during travel. There are certain attributes to attract tourists to a destination;
events are the emerging sign of success in the list of these attractions. Events can be defined
as a package carried out with a perceived concept, and then customized or modified to
achieving the aim of organizing that event. In the new millennium the targeted tourists are
attracted. The key elements of an event can be considered as venue, target audience, media,
and event infrastructure.
Thus an event can be a most powerful way to attract tourists to the destination. The events
may be in the form of MICE (meetings, incentives, convections and exhibitions), sporting
event, and cultural event or may be award functions like Oscar etc. This is how word Event
tourism came into being. Although it is a newer concept but is now widely recognized, having
a potential significant contribution to local economies.
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In simple terms, an event acts as an attraction for people from outside the local community to
visit the location and spend money on accommodation, food and leisure activities at the
destination. Events also help to build an image into the minds of tourists who have never
visited the place definitely grabs their attention to the destination through media coverage. A
significant motive for year round visits by guests is also event tourism. The Tourist Board of
the Primorje-Gorski kotar County has dedicated special attention to this type of tourism by
issuing an events calendar titled ―From day to day‖ through the tourist information provider
―Kvarner info‖ which is issued in 8 languages and is the basic source of information about the
region and manifestations and is updated and reprinted quarterly.
There is a wide selection of events significant to the enrichment of the tourist offer and
extension of the season. From manifestations connected with culture (music festivals,
concerts, exhibitions, competitions, press), sport (regattas, endurance, mountain etc.),
tradition (carnivals, folklore, gastronomy), through to development of tourism (support for
eco-centers, national parks and nature parks, improvement of places, walking and cycling
trails…) to manifestations connected to the fruits of nature (Marunada – chestnut festival,
Days of cherries, Days of asparagus, Days of mountain fruits…).Tourist offer events start in
January and February with carnival activities which culminate in one of the largest and most
recognisable European carnivals – the Rijeka carnival. The cities of Rijeka and Novi
Vinodolski are members of the International Association of Carnival Cities which most
vividly indicates the importance, in a tourist sense, of these events founded on traditions and
within whose framework are a whole series of traditional manifestations like the zvončari
(bell ringing) in Kastav and Matulja, Muna, Žejana…to the Opatija Balinjerade, International
Carnival Day and Children‘s Carnival Promenade.
Events tourism – this is a great chance to become a witness of the unique music, sports,
cultural events. Such visits are remembered for a lifetime. The main difference of the event
tourism from the usual tours is that an event becomes your goal. Today, almost any travel
agency is ready to offer a choice of dozens of routes. It all depends on desire, imagination and
taste.
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We can identify several key thematic areas: national festivals and celebrations, theatrical
performances, film and theater festivals, gastronomic feasts, flower shows, fashion shows,
auctions, sporting events, music concerts and festivals. According to tour operators, clients
often choose well-known events. They include the Cannes Film Festival, ―Oscar‖, the London
Festival of St. Patrick, circus festivals in Paris, Munich ―Oktoberfest‖, fashion shows in
Milan, Tokyo and New York, the auction ―Sotheby‘s and Christie‘s. Event tourism is
expensive entertainment and not everyone can afford. Great prices are caused by the services
provided by travel agency. Tour operators often risk their own money – reservations for
major events, accommodation of the hotels in a few months before the event otherwise they
do not get tickets at all.
The event tourism – is an important component of recreation and entertainment. In the first
place, those hotels and guest houses win that instantly filling their rooms. For example, hotels
in the towns where festivals of wine are hold. Families and individuals want to create a
memorable and pleasant experience by traveling around the world and visiting different
cultures, for example. Practically, you can expand your horizons by exploring new cultures,
languages, society, and food to name a few. Indeed, traveling offers one of the best ways to
learn and enhance one‘s experience. Event tourism is one such way to create unique travel
experience. Whistler's stakeholders, specialists in the field of event tourism and destinations
that are already engaged in event tourism strategies widely accept that it is necessary to adopt
a long-term, strategic approach to event tourism in order to realize the full tourism potential
of events. The stakeholders interviewed for this strategy also support an integrated approach
that considers both the needs of the guest (or "event tourist" or "tourist") and the community.
Event tourism sector and its affection on the economy and the society of the rural community.
The significance of events for rural development is argued by various researchers. A general
conclusion is that rural events affect host communities mainly by constructing a destination
image and by building community commitment
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A wide range of social-science journals have published material about event tourism and this
new Major Work makes available foundational pieces of scholarship—as well as cutting-edge
research—from these disparate, and sometimes less accessible sources, as well as from the
leading UK, European, and North American tourism journals, and from other hard-to-find
publications. As well as bringing together the key studies and journal articles that have
shaped serious thought about event tourism, the collection will be welcomed as the first
mapping of an area that to date has lacked an interdisciplinary synthesis. The thematic
organization of the collection, together with the editors‘ introductions and their commentaries
on the collected texts, will make sense of the wide range of approaches, theories, and
concepts that have informed event tourism, and will review the history of the subject and the
rise of its identity and research agenda. It is an essential collection destined to be valued as a
vital research resource by all scholars and students of the subject.
There is another kind of tourism that is critical to any community, and we are beginning to
receive more of it. It is event-based tourism. Event tourism is travelers coming to our area for
a specific event, such as a local festival like Boom Days, Ider Mule Day, Sand Mountain
Potato Festival, Mentone Rhododendron Festival, Collinsville Turkey Trot or Fyffe UFO
Days. All of these events bring money to our communities from people to who travelled from
outside our area to come here. They buy gas, eat, shop, spend the night in our hotels, cabins,
campgrounds, etc.
Tourist offer events start in January and February with carnival activities which culminate in
one of the largest and most recognisable European carnivals – the Rijeka carnival. The cities
of Rijeka and Novi Vinodolski are members of the International Association of Carnival
Cities which most vividly indicates the importance, in a tourist sense, of these events founded
on traditions and within whose framework are a whole series of traditional manifestations like
the zvončari (bell ringing) in Kastav and Matulja, Muna, Žejana…to the Opatija Balinjerade,
International Carnival Day and Children‘s Carnival Promenade. These are followed by
entertainment-musical, gastronomy and sports events, which upon the approach of Easter and
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the pre-season, especially the main tourist season, increase in numbers and grow into
fireworks of attractive tourist events in the summer months.
On one side they are characterized by being an offer for everyone, while on the other hand,
being of high quality for even those most demanding of guests. Along with popular
fisherman‘s evenings in most tourist localities, here too are manifestations and festivals like
the Osor musical evenings, Summer performances and Festivals of Krk, Rab musical
evenings, Lubeničkih musical evenings, Summers in Frankopan in Kraljevica, International
summer carnival in Novi Vinodolski, Liburnia jazz festival in Opatija, Kastaf summer, Rab
knightly games, Fruits of the mountain in Gorski kotar, Days of music on Mali Lošinj, events
on the Opatija Summer stage, etc. The annual finale of all the events according to tradition is
in Mali Lošinj, when in the last four days of the current year the traditional international
competition in underwater fishing is held.
2.3.5 Benefits of Events
It provides off-season benefits to the economy. The tourist may visit the destination if any
event is on at the destination. It also adds to increase demand of local business weather hotel
bookings, food restaurants, transportation. Events also encourage tourists to stay for a longer
time at the destination. Events are also a tool to reach specific target market or a wider market
both. They reinforce the destination‘s image. They help in promotion, positioning and
branding a destination. The events help to communicate the destination‘s awareness. They
build brand equity.
The long term advantages of hosting an event may be referred as improvement in
infrastructure, attractive investment by big companies, quality of life for locals and amazing
experience for travelers, destination‘s brand building and an added value to the city‘s identity
It can be added further to this research that the co-branding of events with destination or vice-
versa can be positive or negative.
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A huge event may hamper the destination‘s image as the tourist will be more involved with
the event than the destination which will not have a long lasting effect whilst a huge event
may not have good response if the destination is not well known. Further study can be on
terms of that what kind of events can cater the positive impacts on destination. Overall this
article puts an undoubted study in terms of co-branding effects of destination and events.
2.3.6 Impacts of Event Tourism
The impact of event tourism is affecting in different sections and areas. Sometimes event
tourism impact as rural development or economical etc... The impacts of event tourism are as
follows
2.3.6.1 Rural Development
Because of its great benefits, rural areas depend mainly on tourism for their economic and
sociocultural development. Throughout Europe, in particular, tourism has been widely
promoted and relied upon as a means of addressing the social and economic challenges facing
rural areas (Sharpley, 2002). Especially, in less developed countries tourism afflicted by
debilitating rural poverty, tourism is perceived to be one of the few feasible options for
development. ‗Worldwide, demand for products such as found in a rural setting are said to be
on the increase. There are trends that indicate the demand for rural based tourism will
continue to increase .New approaches to product development and marketing of rural tourism
products should be considered‘ (Gartner, 2004). Moreover economic reasons are forcing rural
destination to increase the supply of rural- based tourism products in order to attract available
tourists. Rural areas usually face problems such as limited sources of income and limited
opportunities for employment. Declining economic activity, restructuring of the agricultural
sector, dwindling rural industrialization and out-migration of higher educated youth, has led
to the adoption, in many western nations, of tourism as an alternative development strategy
for the economic and social regeneration of rural areas (Hannigan, 1994; Dernoi, 1991).
Tourism has been embraced by an increasing number of rural communities as a means to
offset losses in traditional agricultural industries and to diversify their economic bases.
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However, a rural community generally is unable to take full advantage of the tourism
industry, as it does not have sufficient infrastructure to support year round visitors (Mangion
and McNabb, 2005). Therefore, it is essential to understand the importance of taking
advantage of event tourism as a potential tool to overcome the problems of rural areas.
Further down, researches that deal with the capability of rural event tourism to contribute to
rural development are analyzed
2.3.6.2 Contribution of Rural Events to the Development of Host Destinations
Firstly, it is important to understand and to measure the spending patterns of event tourists or
goers in order to measure the cash injection to host community. A useful study for
understanding the categories of event tourists‘ spending is of the Chhabra, Sills and Cubbage
(2003) which provides estimates of the total economic impact of two short-term events in
rural North Carolina, using an input-output (I-O) model. This research found that visitors
spent the most on lodging, food and beverage and this varies according to the length of stay
for attending the event and the number of activities offered.
The business that are the most benefited from events are the tourism enterprises such as
restaurant, other food and beverage, lodging, entertainment, shopping, admission fees, and
auto-related expenses have been identified as the main categories of spending .The total
spending figures from the current case study for North Carolina, are also consistent with
findings on other events such as the case studies of Ryan (1998) for New Zealand and the 9-
day tourism exposition in Michigan . As regards with the festivals‘ attendance approximately
the half of the visitors where repeat visitors. Of course this is fact reduces the risk of event
failure in the future. ‗For a non-local visitor, a visit to a once-only event in an unknown
destination is a high-risk travel decision, whereas the decision to visit an annual event that has
been enjoyable in the past is much easier. The general conclusion of the research of North
Carolina is that the two events are significant contributors for rural economies mainly for
lodging and restaurant sectors.
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2.3.6.3 Economic Impacts
The positive and negative economic impacts of event tourism are as follows
Positives
The positive impacts are as follows
• Increased expenditures
• Creation of employment
• Increase in labor supply
• Increase in standard of living
Negatives
The negative impacts are as follows
• Price increases during event
• Real estate speculation
• Failure to attract tourists
• Better alternative investments
• Inadequate capital
• Inadequate estimation of costs of event
2.3.6.4 Commercial Impacts
The commercial impacts are as follows
Positives
The below mentioned are the positive commercial impacts
• Increased awareness of the region as a travel/tourism destination
• Increased knowledge concerning the potential for investment and commercial activity
• Creation of new accommodation and tourist attractions
• Increase in accessibility
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Negatives
The below mentioned are the negatives of commercial impacts
• Acquisition of a poor reputation as a result of inadequate facilities, improper practices
or inflated prices
• Negative reactions from existing enterprises due to the possibility of new competition for
local manpower and government assistance.
2.3.6.5 Physical/Environmental Impacts
The below mentioned are the physical/environment impact
Positives
The positive impacts are
• Increase in permanent level of local interest and participation in types of activity associated
with event
• Strengthening of regional values and traditions.
Negatives
The negative impacts are
• Commercialization of activities which may be of a personal or private nature
• Modification of nature of event or activity to accommodate tourism
• Potential increase in crime
• Changes in community structure and social dislocation
2.3.6.6 Psychological Impacts
The positive and negative psychological impacts are
Positives
• Increased local pride and community spirit
• Increased awareness of non-local perceptions.
Negatives:
• Tendency toward defensive attitudes concerning host region
• Culture shock
• Misunderstanding leading to varying degrees of host/visitor hostility.
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2.3.6.7 Political/Administrative Impacts
The administrative impacts are
Positives:
• Enhanced international recognition of region and values
• Development of skills among planners.
Negatives:
• Economic exploitation of local population to satisfy ambitions of political elite
• Distortion of true nature of event to reflect elite values
• Inability to achieve aims
• Increase in administrative costs.
2.3.7 Community Benefits of Event Tourism
The contribution of the tourism industry to the global economy has been well documented
and in a bid to exploit the cash injection that tourism provides, many rural communities have
decided to host tourism events on a yearly basis to bolster their flagging economies. The
direct and indirect benefits of tourism combine to create an extensive list of opportunities.
The contribution of the tourism industry to the global economy has been well documented.
Numerous agencies and academic researchers have identified tourism as a potential economic
development tool, particularly for rural communities. Tourism events have been found to
increase business turnover, income and employment in the host region and are seen to assist
with social and economic development. A number of agencies, along with many academic
commentators have identified tourism as a potential economic development tool.
Consequently, many rural communities view tourism as a major tool for addressing rural
economic decline.
In both developed and developing countries, tourism is frequently purported to be a viable
means of raising the economic activity of regions, otherwise not well endowed with resource
potential (Hall 1994). Additionally, the development of a tourism industry has been noted to
promote the destination's image, enabling the region to achieve other objectives, such as
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business recruitment and retention. Flowers (2004) demonstrated the significance of tourism
by reporting that tourism contributed 207,000 employment opportunities to regional and rural
Australia.
Event tourism is defined as ―Community-based festivals...organized from within sectors of
the community that have a need or desire to celebrate features of their way of life or history‖
(Douglas, Douglas & Derrett 2001 p. 357). Tourism events have several advantages over
tourism in general. One of the major benefits of event tourism is the ability to utilize current
infrastructure making it less expensive for the host community.
Event tourism is arguably capable of smoothing the progress of tourism. Shaw 1992) and has
the capacity to provide a market for friendly regional competition additionally, tourism events
have been found to increase business turnover, income and employment in the host region.
The event has entertainment value; provides economic benefits in particular for local
businesses; promotes community pride and act as regional showcase. A community involved
in the planning and implementation of tourism has a more positive attitude, is more
supportive and has better chance of making a profit than a population passively ruled – or
overrun – by tourism. One of the core elements of sustainable tourism development is
community development. This is giving the community the process and capacity to make
decisions that consider the long-term economy, ecology and equity of all communities.
Services such as tourism act as an economic ―shock absorber‖ helping to support
communities, particularly in rural areas, through economic drought, as services are more
recession-proof than goods. The tourism industry is ―decentralised‖ meaning that there is
little dependence on urban centers and imports to sustain tourism activity.
Sustainable/community based tourism relies on small, locally operated business, local
features and products and thrives on entrepreneurial activity from individuals.
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Event tourism provides opportunities for regional development particularly for regional areas
undergoing structural change. Being a labour intensive industry, with the right encouragement
tourism can deliver great employment and training opportunities particularly for young
people.
Event tourism development that ―leverages‖ existing attributes often brings a range of
benefits to host Communities. Improved infrastructure (power, water, and
telecommunications), access, services (Banks transport) and new investments, all serve to
enhance the lifestyles of communities. Community support will follow developments that
service the community and provide ongoing Benefits. Event tourism is an interface for
cultural exchange, facilitating the interaction between communities and visitors. People want
to interact with other cultures, learn about traditions and even confront themselves with new
perspectives on life and society.
Event tourism can be used as a tool for raising awareness. Branding of local product and
achievements creates regional identity both nationally and internationally. Tourism can also
raise awareness of local issues and needs. Event tourism can boost the preservation and
transmission of cultural and historical traditions. This often contributes to the conservation
and sustainable management of natural resources, the protection of local heritage, and a
revival of indigenous cultures, cultural arts and crafts.
2.3.7.1 Economic Benefits
Economic benefits resulting from event tourism can take a number of forms including:
*Jobs
Employment may be associated directly, such as tour guide or managerial positions; or in
supporting industries like food production or retail suppliers.
* Increased spending
Increased spending in the community generated from visitors or tourism businesses can
directly and indirectly promote the viability of local businesses.
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* Economic diversification
Tourism operators can play a role in highlighting the broad prosperity that tourism can bring
to a community and will contribute to a greater understanding and respect for the value of
tourism.
Economic diversification is, for many communities, an insurance policy against hard times.
By offering an additional means of income, tourism can support a community when a
traditional industry is under financial pressure, particularly where that community relies
heavily on a single industry.
* Infrastructure
Infrastructure including roads, parks, and other public spaces can be developed and improved
both for visitors and local residents through increased tourism activity in a region.
2.3.7.2 Social Benefits
Community identity and pride can be generated through tourism. A positive sense of
community identity can be reinforced and tourism can encourage local communities to
maintain their traditions and identity.
2.3.7.3 Environmental Benefits
Providing financial or in-kind support for the conservation of the local environment and
natural resources will enhance the reputation of any tourism business.
Tourism, particularly ecotourism, can place a greater focus on the conservation of natural
resources through the recognition of their importance to visitor experiences and their
economic value to the local community.
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2.3.8 Events in Kerala
Kerala, in southwest India on the Arabian Sea coast, has a mixed population of Hindus,
Christians, Muslims and people of other communities. Kerala's cultural calendar is full of
events through the year as the secular people of Kerala celebrate festivals and events of all
religions.
*Onam Festival: Celebrated in August-September every year, this festival celebrates the
successful harvest and the return of King Mahabali, who comes to see the welfare of his
people. Malayalis exchange gifts of new clothes, enjoy lavish traditional meals and decorate
the entrance of their houses with beautiful flower carpets. Women dance around a lit lamp in
the courtyard of their houses. Cultural programs of Kathakali and Mohiniattam classical
dance are held and everyone celebrates the festival of Onam in Kerala.
*Snake Boat Races: Held every year at Alappuzha, during the Onam festival, the Nehru
Trophy Boat Race, is held at the Punnamada Lake. Snake boats known as Chundanvalloms
powered by teams of rowers compete against each other in an atmosphere of tremendous
excitement.
*Temple Festival Thrissur: This annual event held at the Vadakunnatha Temple in Thissur
is known for its processions of elephants bearing the idols of the gods, covered with colorful
parasols and accompanied by groups of drummers beating in rhythm. The sight of two rows
of majestic elephants, decorated in traditional style with gold forehead ornaments and bearing
the images of deities is truly an impressive sight.
*Sabarimala Pilgrimage: This annual pilgrimage to the shrine of Lord Ayyappa (believed to
be a union of Shiva and Vishnu) in the Sahyadri Mountains of the Western Ghats is a
pilgrimage, which is undertaken by increasing numbers of pilgrims every year. On Janury 14
every year, which is the most important day of the pilgrimage, thousands of devotees travel to
the shrine to see the makara vilakku - a light that glows on a neighboring hillside, which is
believed to represent the presence of Ayyappa
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*Christmas: Kerala has a significant Christian community, and the festival of Christmas is
celebrated with joy and fervor, throughout Kerala. Masses are held in churches, choirs sing in
schools and public halls, gifts are exchanged and all of Kerala wears a festive appearance on
Christmas Day.
*Id-ul-Fitr: All the Muslim festivals and holy days are celebrated in Kerala throughout the
year. Id-ul-Fitr, which celebrates the end of the holy month of Ramadan, is celebrated with
joy and feasting throughout Keral
2.3.9 Kerala Boat Races
Kerala is a land of backwaters and beaches. A number of water sports are associated with the
major lakes in Kerala. One of the major water sports in Kerala is boat racing, which is being
organized by a number of social and religious organizations. These boat races have always
been a part of the tradition of Kerala. There are instances in the history of Kerala when
disputes between kings and chiefs were settled by boat races. These boat races are yet another
reason that the tourists are attracted towards ‗God's Own Country‘. A number of teams from
different districts participate in boat races, which are organized annually. These races are
organized specifically during temple festivals, which give this water sports an aura of
religious sanctity. A few out of these races are ancient and have different myths and legends
attached to them. The Snake boat races, commonly known by the natives as Chundanvallams,
are the one which are most popular. These races are organized at different places in Kerala
including Punnamada in Alappuzha.
2.3.9.1 Important Boat Races in Kerala
*Champakulam Moolam Boat Race
Champakulam Moolam Boat Race is one of the ancient and most popular boat races in
Kerala. The race is organized on the river Pampa at Champakulam, Alappuzha. The snake
boats are called so because of the huge sterns of these boats that looks like a hood of a cobra
raised in anger. The average length of the snake boats measures to hundred feet. The legend
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has that the Raja of Chempakasseri, Pooradam Thirunal Devanarayanan, built a temple at
Ambalappuzha as suggested by the royal astrologers. It was discovered that the idol which
was being placed at the temple was not fit. Therefore, a new idol was brought to this place
from Karikulam Temple in Kurichi. As this idol was brought to the temple on a boat, the king
declared that watersport will be organized on this particular date every year, to commemorate
this event.
*Aranmula Uthrattadi Vallamkali
Aranmula Uthrattadi Vallamkali or the Aranmula Boat Race is the oldest known boat race
event which takes place in Kerala. The boat race takes place during the festival of Onam,
which occurs during the Malayalam month Chingam (August - September). The boat race is
dedicated to Lord Krishna and Arjuna. The boats which are used for racing are huge. They
have four helmsmen, 100 rowers and 25 singers who sing Vanchipattu songs throughout the
race. The traditional snake boats which are especially used here for racing are called
‗Palliyodams‘ by the natives. Each boat is decorated with a golden lace. Along with these
decorations every boat has a flag and two or three ornamental umbrellas.
*Payippad Jalotsavam
Payippad Jalotsavam is one of the finest snake boat races organized all over the world. The
boat race is organized in a span of three days on the lake Payippad, which is located 35km
from the district of Alappuzha. There is a close relationship between the Payippad Jalotsavam
and the Subramanya Swamy Temple situated at Haripad.
The legend has that before the actual construction of Sree Ayyappan Temple, the people of
Haripad village had a vision that they should install the idol of Subrahmanya which was to be
found at the bottom of the Kayamkulam River. Interestingly, the idol was supposed to be
placed under a whirlpool. The people found the idol at the exact location. Hence, they brought
the idol to its present location on a boat. This festival is celebrated every year in
commemoration of that event.
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*Nehru Trophy Boat Race
The annual Nehru Trophy Boat Race takes place on the backwaters of Punnamada in
Alappuzha of Kerala. The race is a rowing competition, which takes place between numerous
teams who participate in this event to contend for the Nehru Trophy. The history behind the
event is that, a snake boat race was conducted when Pt. Jawahar Lal Nehru visited this place.
He was so impressed by the enthusiasm of the rowers that he awarded the Nehru Trophy to
the winners.
* Indira Gandhi Boat Race
It is a boat race festival celebrated in the last week of December in the backwaters of Kochi, a
town in Kerala. This boat race is one of the most popular vallam Kali (snake boat race) in
Kerala. This festival is conducted to promote Kerala tourism. This race with its heart
throbbing rhythm of drum music provides an unforgettable experience to the spectators. The
sixteen majestic snake boats racing neck to neck in gaiety and competition to the sky-rending
cheers of the multitudes, is a unique sight. The coveted trophy of the race was instituted in
memory of Indira Gandhi, the late Prime Minister of India.
*Orchirakali Boat Race
It is yet another famous event of Kerala. Ochirakali is an annual event in the Sri Parabrahma
temple, which aims at highlighting the martial skills of participants. Many people come to the
sacred temple of Parabrahma. The exclusive thing about this temple is that there are no idols
or sculptures that are worshipped. In Kerala, Ochirakali boat race is held on the place where
former rulers of Kerala, namely, Kayamkulam and Ambalappuzha are said to have fought a
historic battle. The festival is detained to honor that historical event.
2.3.10. Boat Race Is An Event Tourism
*Dragon Boat Race
Dragon boat racing is held to celebrate the Dragon Boat Festival (also known as Tuen Ng
Festival) and is one of the most exciting sports you will ever see in Hong Kong. It is
immensely popular in Hong Kong and attracts teams from all walks of life, including
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traditional fishermen. The races are held every year at locations throughout Hong Kong. The
main races will be held on the Tuen Ng Festival day, which falls on 6 June (Monday) this
year. Join the locals for a day at the races and you‘ll see why this is a must attend event.
*Nehuru Trophy Boat Race
This is event, the most famous single attraction in Alappuzha, is held on the second Saturday
of August the Nehru Trophy Snake Boat Race is a spectacle and it can be described as the
biggest team sport. It is the queerest display of a rural culture and vitality in a fast urbanizing
world.
The race starts in the afternoon. By the late forenoon itself, the rows of bleachers under the
palms are packed and other spectators have scaled up the overhanging palms and, the richer
ones, have even come here in their own cabin cruises and motor boats. There is an air of tense
expectation. Chundan Vallams (Snake Boats) manned by scores of rowers shaded by colorful
umbrellas presents a spectacular sight.
There is always severe competition as Snake boats sponsored by different villages and with
more than 100 rowers in each race to finish it to the accompaniment of rousing music. When
the starter's flag falls a roar tears out of thousands of throats. The oared boats cleave through
the water accompanied by frenzied cheering. Some palm-straddling spectators even tumble
off their perch. The greatest roar, however, is reserved for the battle of the hundred-oared
chundan valloms: those ram-snouted battle wagons of another age, with flaring tails on which
their straining helmsmen lean on steering oars. You have' missed water-sports if you've not
seen the battle of the Chundan Valloms off Alappuzha.
*Vallamkali
Literally meaning boat game (race) in Malayalam are magnificent fiestas that brings alive the
tranquil backwaters. Snake boat races are held in connection with Onam, the harvest festival
in August/September. The race of Chundan Vallam (snake boat) is the major item. Hence
Vallam Kali is also known in English as Snake Boat Race and a major tourist attraction.
Another great event as important as the land's ethos as the elephant pageant. A sport that
signifies the excellent team spirit, integration and amity of the people of this backwater
country. An occasion of great excitement that is a reflection of a vibrant people. Other types
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of boats which do participate in various events in the race are Churulan Vallam, Iruttukuthy
Vallam, Odi Vallam, Veppu Vallam (Vaipu Vallam), Vadakkanody Vallam, Kochu Vallam.
*International Dragon Boat Race
The International Dragon Boat Race organized by the Indian Kayaking and Canoeing
Association. About 300-350 dragon boat racers from Asian and European countries are
participated in the event. Dragon boat race is originated in China more than 2000 years ago
and has its roots in Chinese mythology, which tells the tale of Chu Yuan, an honest servant of
the erstwhile Chinese emperor. Chu Yuan, distraught at the corruption that prevailed in the
land, threw himself into a river in protest and is believed to have been devoured by the
dragons of the water. Dragon boat race is held in China to honour the memory of Chu Yuan.
In 1976, the Hong Kong Tourism Bureau gave dragon boat racing its place in the modern era
when it organized the first international event of the sport.
Since then, and especially with the formation of the International Dragon Boat Federation‖
the world governing body for the dragon boat sport‖ and its Continental Federations for Asia
and Europe in the early 1990s, dragon boating as a sport with regularized rules and equipment
has grown in popularity in Asia and Europe, North and South America, Australia and Asia.
Today, dragon boat racing is amongst the fastest growing team water sports in the world.
Kochi has successfully hosted several international events like the Second International
Conference on Responsible Tourism, Kerala travel Mart, international flower shows and
seafood fests. As a strategic location and commercial hub, Kochi has excellent connectivity
network with to the rest of the country and the world by air, rail, road and sea and every
facility needed to play the prefect host for the International Dragon Boat Race.
*Indira Gandhi Boat Race
As part of the tourism fair celebrated every year during the last week of December, a boat
race is organized at Ernakulam. Several snake boats vie for the coveted trophy. This boat race
with its heart throbbing rhythm of drum beats provides an unforgettable experience. More
information can be had from the ITDC Tourist Office at Wellington Island and the KTDC
Tourist Reception Centre in Ernakulam. Daily boat cruises are arranged by KTDC covering
Willington Island, Fort Cochin, Mattancherry, Bolgatty Island
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CHAPTER-III
PROFILE OF
KAYAMKULAM BOAT RACE
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3.1 Destination Kayamkulam
Kayamkulam is a town washed by the waters of the Arabian Sea and is an important township
located on the backwaters of Kerala.. It lies between Alleppey and Quilon. Kayamkulam is
well known for its coir, fishing and tourism industries. One of the largest power plants in
Kerala, run by the NTPC, is located in Kayamkulam . Kayamkulam was a part of erstwhile
Travancore state for a long time and was a prominent center of art and architecture. Many
temples and palaces were built during that period. Some say that Kayamkulam got its name
from two Malayalam words - kayam (sap of a spice tree) and kulam (pond) while others say
that it got its name from "kayal" meaning ‗lake‘ and ‗kulam‘ meaning pond inferring that the
Kayamkulam lake (Kayamkulam kayal) is as shallow as a pond Kayamkulam Lake, spread
over an area of 60 sq km, is one of the most scenic backwaters in Kerala. It is a shallow lake
which merges in the sea at Kayamkulam barrage. With a length of 30 km, Kayamkulam Lake
is a favorite destination for nature lovers. House boat facilities are available for the tourists.
Kayamkulam Lake connects Ashtamudi lake by the Chavara - Panmana canal. Kayamkulam
Sri Vittala Temple and Kayamkulam Thermal Power Plant are easily accessible.
Kayamkulam is a city in the State of Kerala. The closest tourism destination to Kayamkulam
is Adoor. Other close by tourism destinations include Pathanamthitta, Konni and Kollam
(Quilon). The nearest major railway station to Kayamkulam is KOCHI (ERS) which is at a
distance of 12.4 kilometres. The nearest airport is at Thiruvanantapuram which is at a distance
of 90 kilometres.
3.2 Location
Kayamkulam is a small village on the western coast of India in the state of Kerala. Washed by
the waters of the Arabian Sea, the place is almost equidistant from Alleppey and Quilon, both
of which connect the Kerala backwaters. The place is connected by rail and road with other
cities in the region as well as other parts of the country.
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3.3 Best Time To Visit
The climate of Kayamkulam is pleasant throughout the year. The rainy season starts from
June/July and continues till October/November. The temperature never goes too high or low
throughout the year.
3.4 History
Kayamkulam got its name from the blending of two words: kayam (sap of a spice tree) and
kulam (a pond). Kayamkulam was a part of erstwhile Travancore state for a long time and
was a prominent center of art and architecture. Many temples and palaces were built during
that period.
3.5 Tourists Attractions
The famous temple dedicated to goddess Bhagavathy is about 5 km from Kayamkulam.
Situated amidst vast paddy fields, it houses a huge traditional lamp made of granite and
accommodating a thousand wicks, which are lit every day.
The 18th-century Krishnapuram Palace built during the reign of the Travancore monarch
Martand Varma is a double-storied structure that displays typical characteristics of Kerala
architecture-gabled roofs, dormer windows, and narrow corridors. It houses one of the largest
mural paintings in Kerala called the Gajendra Moksham. It measures 14 feet by 11 feet and is
at the western end of the ground floor, a walking distance from the Palace Pool. There is also
a museum of antique sculptures, paintings, and bronzes inside the palace.
Oachira Temple is the only idol-less temple in whole of Kerala. It is believed that Lord
Shiva meditated under the gigantic Ficus tree still there. These trees are the points of worship
in this temple apart from the Naga (cobra) idols nearby. One of the many rituals that this
place has is the worship of bulls. They are decorated and can be seen in the premises of the
temple in the abundance.
Kayamkulam is also famous for its backwaters and the lake. The wide opening of the lake
into the Arabian Sea offers spectacular sunset view through the web of Chinese fishing nets to
the tourists cruising in the houseboats. There are some health resorts in Kayamkulam that
specialize in Ayurvedic treatment and oil therapy
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3.6 Places Around Kayamkulam
Alappuzha, the district headquarters, is situated some 50 km off Kayamkulam and connected
with rail, road, and boats. The place is famous for the Mullakal Temple, its backwaters, and
the annual Nehru Cup Snake Boat Race. Quilon or Kollam is situated around 70 km off
Kayamkulam. This place is famous for its backwaters, Ashtamudi Lake, Ayurvedic treatment,
and art and craft fair.
3.7 Kayamkulam Boat Race
Kayamkulam Jalolsavam was conducted to bring back its lost glory. There are two versions
as to how Kayamkulam got its name. Some say that Kayamkulam got its name from a
portmanteau of two Malayalam words - kayam (sap of a spice tree) and kulam (pond) while a
more reliable version is that Kayamkulam got its name from "kayal" (lake) and "kulam"
(pond),since the Kayamkulam lake (Kayamkulam kayal) is as shallow as a pond (a bit
exaggerated). Kayamkulam is well known for its coir, fishing and tourism industries. One of
the largest power plants in Kerala, run by the NTPC, is located in Kayamkulam. Kayamkulam
is closely associated with the legend of Kayamkulam Kochunni. He was a famed
highwayman, active in the area known as Central Thiruvithamkoor, in the early part of the
19th century. He is said to have stolen from the rich and given to the poor. Legends about his
exploits are part of the local folklore.
Kayamkulam is about 110km from state capital Thiruvananthapuram and lies on NH 47. It is
also the constituency of Sadasivan, a former coach and captain of the Kainankary Boat Club,
which won a record 12 times at the Nehru Boat Race in the 1970s and 80s. Alappuzha is
famous for boat races. Lying on the Southern tip of the district, boat races are conducted
during August and September. The races are being conducted in the backwaters of
Kayamkulam. Canoes and snake boats take part in the competition to a fight to finish and the
races are thus highly eye feasting and exciting from the beginning to the end. The first
kayamkulam boat race held in Kayamkulam Lake on August 28th 2010. The length of the
race track is 1200 meters. It will be held on the 4th
Saturday of August every year.
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3.8 Community Participation
Many of the race boats belong to the joint ownership of the people of the locality. Further,
even the single owner boats are often hired out by a group of people belonging to a particular
locality for the purpose of participating in a boat race. In fact, they spend money in the order
of lakhs of rupees for participating various boat races in a season. The money required is
often raised through public contribution. In fact they consider it as a matter of pride to
participate and win a boat race under the label and jercy of their locality (Kara).
As such boat race season brings out an occasion for enriching the warmth of friendliness and
brotherhood in the locality, which is deteriorating in these days due too various reason. Each
boat race is being celebrated as the festival of the locality. It often enables a get together of
family members and others of the locality. Festivals have that effect of making the individuals
settled at distant places to return to their native place at least once in a year. The boat race
being celebrated as the festival of the 'Kara', the sons of the village will experience an
irresistible temptation to be the part of the festivities. The nostalgic feeling that these boat
races create, makes everybody settled far and near to return to their home village to
participate in the boat race festivities. The social impact of the boat race is very high. In the
Regattas, the different Karas owning Race Boats enter, and with determination, inspired by
local patriotism, strive their best to knock off the prize. The competition is austere and keen,
in spite of the mirth and revelry enveloping it.
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CHAPTER-IV
DATA ANALYSIS AND INTERPRETATIONS
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In order to fulfill the objectives in mind, a survey was undertaken among 30 local community
members and interview was carried out among 20 representatives of Kayamkulam Boat Race
Authority. The results of the same are given in details in two parts. The results of the survey
conducted among the local community members are presented in Part A while the opinion of
the members of Kayamkulam boat authority is given in Part B.
Part – A
In this section, the data collected from 30 host community members by using interview
schedule is analyzed, tabulated and discussed.
1.1 Gender of Respondents
The table below indicates that the male to female ratio of host community. The majority of
the respondents were male respondents. Among the 30 samples 60% of the respondents are
male and 40% are female.
Table – 1
Gender
Source: Field study (2011)
Fig.1
Gender
male 60%
female 40%
percentage
Attributes No. of respondents percentage
Male 18 60
Female 12 40
Total 30 100
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1.2 Age Group of Respondents
The table below mentions the age group of host community. The younger group of below 25
is 13% of the total sample size. The community in the age group of 25 – 35 is 27% of the
community and the majority of the respondents are in the age group of 36 – 50 that is 40%.
Only 20% of the respondents are from above 50.
Table - 2
Age group
Source: field study (2011)
Fig.2
Age group
13
27
40
20
below 25 25-35 36-50 above 50
Attributes No. of respondents percentage
Below 25 4 13
25- 35 8 27
36- 50 12 40
Above 50 6 20
Total 30 100
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1.3 Native from Kayamkulam
The mentioned table indicates that where the respondent are from. Most of the respondents
are native of Kayamkulam, which is 70%. Rests of the 30% are outside Kayamkulam. So the
respondents have good knowledge about Kayamkulam.
Table – 3
Native of Kayamkulam
Source: Field study (2011)
Fig.3
Native of Kayamkulam
70%
30%
yes no
Attributes No. of
respondents
percentage
Natives 21 70
Others 9 30
Total 30 100
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1.4 Participation In Boat Race
The following table shows the attitude and participation of local community towards
Kayamkulam Boat Race. Majority of the people are very interested as a part in the boat race,
that is 77% and only 23% of community are not interested.
Table – 4
Participation in Boat Race
Source: field study (2011)
Fig. 4
Participation in boat race
yes 77%
no 23%
Attributes No. of
respondents
percentage
Yes 23 77
No 7 23
Total 30 100
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1.5 Pollution After Boat Race
The following table shows that the opinion of host community about the affection of pollution
after boat race. 93% of people describes that the boat race doesn‘t create any pollution in the
backwater and surrounding area. 7% of people don‘t agree with that.
Table – 5
Pollution after Boat Race
Source: field study (2011)
Fig.5
Pollution after Boat Race
no 93%
yes 7%
Attributes No. of
respondents
percentage
No 28 93
yes 2 7
Total 30 100
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1.6 The Tourist Arrival At The Time Of Boat Race
The following table indicates the tourist arrival of Kayamkulam at the time of boat race. Most of
them are saying that the tourist arrival is very high that is 80%. 10% are opinioned that the arrival
is high. No one is opinioned that the tourist arrival is poor but 10% opinioned that it is moderate.
Table – 6
Tourist arrival at the time of boat race
Source: field study (2011)
Fig. 6
Tourist arrival at the time of boat race
0
10
20
30
40
50
60
70
80
90
very high high modurate poor
percentage
Attributes No. of respondents percentage
Very high 24 80
high 3 10
Moderate 3 10
Poor 0 0
Total 30 100
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1.7 Any other activity/fair happened in relation with Kayamkulam boat race
The following table indicates the other activities or fairs conducting in relation with
Kayamkulam boat race. The majority that is 97% opinioned that there are some other activities
are also usually conducted in relation with boat race, the rest of the 3% don‘t agree with that.
Table – 8
Other Activity/Faire
Source: field study (2011)
Fig.7
Other Activity/Faire
YES 97%
NO 3%
Attributes No. of
respondents
percentage
Yes 29 97
No 1 3
Total 30 100
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1.8 Satisfied with the safety and security measures taken by the boat race authority.
The following table focuses on the satisfaction level of the host community in the safety and
security measures of Kayamkulam boat race. Majorities are satisfied with the safety and security
measures that are 93% and 7% don‘t agree with that.
Table – 8
Safety and security measures
Source: field study (2011)
Fig.8
Safety and security measures
YES NO
93
7
PERCENTAGE
Attributes No. of
respondents
percentage
Yes 28 93
No 2 7
Total 30 100
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Part – B
Under this, the data collected from the Kayamkulam Boat Race authority by interview
schedule method is critically analyzed, interpreted and presented below.
2.1 Gender of respondents
The following table indicates the ratio of male and female in the respondents. Majority of the
respondents are male that is 65% and the minority are female that is 35%.
Table – 1 – Gender
Source: Field Visit
2.2 Age of respondents
The respondents are in different age categories, most of the respondents are in the category of
25-35 and the lessor one is below 25 categories. There are 30% of respondents are in the
category of 36-45 and 20% in above 45 category. The tabulation is under follows.
Table – 2 – Age Group
Source: Field Visit
Attributes No. of
respondents
percentage
Male 13 65
Female 7 35
Total 20 100
Attributes No. of respondents percentage
Below 25 3 15
25- 35 7 35
36- 45 6 30
Above 45 4 20
Total 20 100
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2.3 Educational qualification
The following table indicates the educational qualification of the respondents. All the
respondents are come under different categories in the case of educational qualification,
majority are comes under plus two category that is 45% and minority are comes under two
groups that are sslc and above graduation.
Table – 3 – Educational Qualifications
Source: Field Visit
2.4 Natives of Kayamkulam
Most of the respondents are native of Kayamkulam that is 55% and others are 45%. The
results are tabulated below.
Table – 4 – Nativity
Source: Field Visit
Attributes No. of respondents percentage
SSLC 2 10
Plus two 9 45
Graduation 7 35
Above Graduation 2 10
Total 20 100
Attributes No. of respondents percentage
Natives 11 55
Others 9 45
Total 20 100
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2.5 Average monthly income of respondents
The following table shows the different percentage of monthly income earned by the
respondents. Majority are comes under the category of third one that is 10000-15000 and the
minority are comes under the last category that is above 20000.
Table – 5 – Monthly Income
Source: Field Visit
2.6 Current scenario of the Kayamkulam boat race
Kayamkulam is about 110km from state capital Thiruvananthapuram and lies on NH 47. It is
also the constituency of Sadasivan, a former coach and captain of the Kainankary Boat Club,
which won a record 12 times at the Nehru Boat Race in the 1970s and 80s. Alappuzha is
famous for boat races. Lying on the Southern tip of the district, boat races are conducted
during August and September. The races are being conducted in the backwaters of
Kayamkulam. Canoes and snake boats take part in the competition to a fight to finish and the
races are thus highly eye feasting and exciting from the beginning to the end. The first
kayamkulam boat race held in Kayamkulam Lake on August 28th 2010. The length of the
race track is 1200 meters. It will be held on the 4th
Saturday of August every year.
Attributes No. of respondents percentage
Below 10000 7 35
10000-15000 3 15
15000- 20000 8 40
Above 20000 2 10
Total 20 100
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2.7 Inspiration and the uniqueness of the Kayamkulam boat race
Many of the race boats belong to the joint ownership of the people of the locality. Further,
even the single owner boats are often hired out by a group of people belonging to a particular
locality for the purpose of participating in a boat race. Infact, they spend money in the order
of lakhs of rupees for participating various boat races in a season. The money required is
often raised through public contribution. In fact they consider it as a matter of pride to
participate and win a boat race under the label and jercy of their locality (Kara). The
cooperation of the native people in this boat race is 90%. The cooperation gave inspiration
them to conduct more events and domestic tourist are more attracted to this race.
2.8 The marketing/promotional activities taken and to be taken
Kayamkulam boat race is more attracted by domestic tourists. In addition to the boat race they
are conducting cultural meeting, vanchippattu competition and procession it attract the
attention of more tourists. The tourist will be attracted if they activate a website so that
tourists will get more information.
It will be popularized if there is a linkage between Kerala tourism and DTPC. They can
attract more tourists by introducing promotional activities such as advertising, media visuals
etc.
2.9 The structure of boat race
The length of the race track is 1200 meters. It will be held on the 4th
Saturday of August every
year. The races are being conducted in the backwaters of Kayamkulam. Canoes and snake
boats take part in the competition to a fight to finish and the races are thus highly eye feasting
and exciting from the beginning to the end.
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2.10 Safety and security measures
There is less chance of accidents while boat racing according to the respondents. 95% of the
respondents are satisfied with the security measures taken in the boat racing. Serious safety
measures such as fire force are arranged by the authority.
2.11 Local people’s cooperation and response
Kayamkulam boat race is more attracted by domestic tourists. 75% of the respondents are
rated boat race in Kayamkulam as excellent. The cooperation of the native people in this boat
race is excellent. Community got benefits such as new roads, infrastructure development,
employment opportunities etc. by this boat race.
2.12 The response of domestic and international tourist
In Kayamkulam there are coming more domestic tourists. Number of international tourists is
less and Kayamkulam is now becoming popular. More promotional activities are to be done
here to attract more international tourists.
2.13 Additional activities conducting in relation with boat race
In addition to the boat race they are conducting cultural meeting, vanchippattu competition
and procession.
2.14 Government support for the boat race
Kayamkulam boat race is conducting with the help of DTPC Alappey. All other departments
like Police, Fire force etc... are also have their own roles. Government motivates this type of
events, but more inspiration and support are needed.
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2.15 Criteria for participating boat race
Most of the participating clubs are outside from Kayamkulam, and they are also participate in
other boat races of Kerala. There is no much specification for participate in the boat race.
2.16 Facilities available in Kayamkulam for conduct boat race
The area where the boat race conduct is a sub-way of the National water rout Alappey to
Kollam. The main specialty of the sub-way is it is quite straight and we can see the finishing
point from the starting point. Private parties are also very supportive to conduct boat race.
2.17 Activities/programs conduct in relation with boat race
Kayamkulam boat race is a 3 days event and it is actually a festival for the people living in
the Kayamkulam. A lot of cultural programs and competitions are usually conducted.
Vanchippattu competition is a unique competition item of the event.
2.18 Suggestions of authority
One of the main suggestion is they need more support from the government and host
community. A permanent water pavilion is needed to build and which should have at least
500 peoples capacity. Road facilities are to be maintained properly.
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CHAPTER –V
FINDINGS, SUGGESTIONS AND CONCLUSION
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Event tourism is systematic development, planning, marketing and holding and marketing of
events as tourist attraction. Event tourism is generally recognized as being inclusive of all
planned events in an integrated approach to development and marketing. Boat race is one of
the major events that attract tourists to different destinations. Kerala is a land of backwaters
and beaches. A number of water sports are associated with the major lakes in Kerala. One of
the major water sports in Kerala is boat racing, which is being organized by a number of
social and religious organizations. These boat races have always been a part of the tradition of
Kerala. Event tourism is now a vibrant and dynamic field of study and research, and the sheer
scale of the growth in its output makes this Routledge collection especially timely.boat race is
an event tourism which attracts tourists and is benefits to the community. Kayamkulam boat
race is now become event tourism and is popularized among tourists.
5.2 Findings
Kayamkulam boat race is more attracted by domestic tourists.
75% of the respondents are rated boat race in Kayamkulam as excellent.
80% agreed that there are a good number of tourists at the time of boat race.
The cooperation of the native people in this boat race is excellent.
There is less chance of accidents while boat racing according to the respondents.
95% of the respondents are satisfied with the security measures taken in the boat
racing.
In addition to the boat race they are conducting cultural meeting, vanchippattu
competition and procession.
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Community got benefits such as new roads, infrastructure development, employment
opportunities etc. by this boat race.
Serious safety measures such as fire force are arranged by the authority.
The tourist will be attracted if they activate a website so that tourists will get more
information.
It will be popularized if there is a linkage between Kerala tourism and DTPC
5.3 Suggestions
They can attract more tourists by introducing promotional activities such as
advertising, media visuals etc.
Tourists will be happy if they provide a water pavilion with the capacity of 800 people
and above
It will be attractive if they build view points in the banks of backwater.
The tourist will be happy if there is an permanent open auditorium.
For informing more about the boat race to the tourist, more internet updates are
needed, if they maintain a good website in the internet, the response will be great.
They can also try to get a good linkage with Kerala Tourism department; it will be
more helpful for the promotion of the event.
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The maintenance of road facilities to the event spot area will be more useful for the
tourist and helpful for the host community also.
If they get live media coverage for the boat race that will more attract the tourist.
5.4 Conclusion
Event tourism is now a vibrant and dynamic field of study and research, and the sheer scale of
the growth in its output makes this Rutledge collection especially timely. Event tourism aims
at full exploitation of the capabilities of events in order to achieve tourism development of
host communities. The event tourism – is an important component of recreation and
entertainment. . Events also encourage tourists to stay for a longer time at the destination.
Events are also a tool to reach specific target market or a wider market both. The contribution
of the tourism industry to the global economy has been well documented and in a bid to
exploit the cash injection that tourism provides, many rural communities have decided to host
tourism events on a yearly basis to bolster their flagging economies. Boat races are yet
another reason that the tourists are attracted towards ‗God's Own Country‘. A number of
teams from different districts participate in boat races, which are organized annually. These
races are organized specifically during temple festivals, which give this water sports an aura
of religious sanctity. Boat race is the important factor which attracts tourists to Kerala.
Kayamkulam boat race is famous and is very attractive among tourists.
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BIBLIOGRAPHY
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Reference:
Books
1. KOTHARI CR (I978) Research Methodology, New Age International Publishers, New
Delhi.
2. Richard Sharpley and David.J.Telfer: Tourism and Development: concept and issue,
2006
3. William, C.Gartner, Tourism Development, Principles, Process and Policies , 1996
4. Salah Wahab and John.Pigram, Tourism Development and growth, 1997\
Websites
1. http://www.split.info/kvarner/events-tourism/
2. http://dspace.iimk.ac.in/bitstream/2259/564/1/252-262+Tanu+Jayuswal.pdf
3. http://events.whistler.com/about-whistler/event-tourism-strategy/
4. http://www.tandf.co.uk/journals/WCET
5. http://ekayamkulam.com/
6. http://www.ekayamkulam.com/latestnews.php
7. http://www.keralaboatrace.in/2011/08/kayamkulam-boat-race-2011-kayamkulam.html
8. http://arunlald.blogspot.com/2010/09/kayamkulam-jalolsavam-2010.html
9. http://www.alappuzhaonline.com/snakeboatraces/kayamkulamboatrace2011.html
10. http://www.unwto.org
11. http://www.keralatourism.org
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APPENDIX
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Interview Schedule for the Host Community of Kayamkulam
An Action Plan for Promoting Event Tourism –
A Study on Kayamkulam Boat Race Drear respondent,
I am Retheesh K.G doing MBA Travel & Tourism (3rd semester) at KITTS, Trivandrum. As
part of my curriculum I am undertaking a project work. I will be very thankful if you could
kindly participate in this study. The information provided by you will be kept strictly
confidential and will be used for academic purpose only.
DEMOGRAPHY
Name
Age
Gender
Educational Qualification
Occupation
Address
1. Are you a native from Kayamkulam?
YES NO
2. How long you have been here?
0-2 2-5 5 above
3. Do you participate in the boat race?
YES NO
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4. Do you feel that boat race make pollution on the backwater and surroundings?
YES NO
5. List out the changes happened due to boat race in your area.
6. How do you feel about the tourist arrival at the time of boat race?
VERY HIGH HIGH MODURATE POOR
7. What are the additional amenities to be provided to the tourists?
8. Is any other activity/fair happened in relation with Kayamkulam boat race?
YES NO
9. If yes what are they?
10. Are you satisfied with the safety and security measures taken by the boat race authority?
YES NO
11. What are the additional safety and security measures that have to be providing in this area?
12. What are your suggestions for the development of boat race?
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KERALA INSTITUTE OF TOURISM AND TRAVEL STUDIES (KITTS)
Residency, Thycaud, Trivandrum- 695014
Phone: 0471 2329468 www.kittstour.org
A mini project report on
An Action Plan For Promoting Event Tourism- A Study On
Kayamkulam Boat Race
Interview Schedule for Authority
Dear Sir/madam,
I am Retheesh K G doing MBA Travel & Tourism (3rd semester) at KITTS, Trivandrum. As
part of my curriculum, I have to submit a mini project on ‗An Action Plan for Promoting
Event Tourism- A Study on Kayamkulam Boat Race‘. I kindly request you to provide
adequate and authentic information for the completion of this project. The information
collected will only use for my study purpose.
Retheesh K G
1) Details of the respondent
Name: _____________________________________________
Gender: M/F Age: __________
Designation: _________________________________________
Nativity: ____________________________________________
Average monthly Income: ______________________________
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2) Kayamkulam boat race is started in two years back, what is the current scenario of the
boat race?
3) How you got inspiration to start this boat race? And what is the uniqueness of the
Kayamkulam boat race?
4) What are the marketing/promotional activities taken in the previous years? How it will
be in future?
5) How is the structure of boat race? How many clubs/teams are usually participating?
6) Safety and security is an important factor in each boat race, what all are the safety
measures taken for the boat race?
7) Without government support we can‘t conduct this type of events, and what is the
assistance and support of government?
8) Are the participants of boat race natives of Kayamkulam? What the criteria‘s are for
participate the boat race?
9) Involvement of host community is necessary in each programs, how is the local
people‘s cooperation and response?
10) What are the facilities available in Kayamkulam for conducting this type of events?
Will it be enough for conducting this type of events?
11) How was the response of domestic and international tourist? Can you please explain
Statistical report about tourist arrival?
12) What are the additional activities conducting in relation with boat race?
13) When the boat race is happening there are lot of people will come to Kayamkulam, is
there any other activities/fairs is usually conducted?
14) What are the suggestions you can put forward for the development of boat race to the
government and the host community?
Thank You For Spending Your Valuable Time