Chapter 3

REVIEW OF RELATED STUDIES

Tourism is the most important export industry and earner of foreign

exchange in many countries. The significance of tourism has been recognized

in both developed and developing countries. This can be seen in the

establishment of government departments of tourism, widespread

encouragement and sponsorship of tourist development, and the proliferation of

small businesses and multinational corporations contributing to and deriving

benefits from the tourism industry.

In a study conducted by Peters (1968)1 the economic benefit of tourism

is mentioned by citing that many countries promote tourism as it is a way to

increase foreign exchange earnings.

Matheison and Wall (1982)2 mention that tourism is the largest earner of

foreign exchange and leading industry in terms of income and employment in

countries such as Jamaica, Spain and Mexico.

Joseph (1990)3 in his study reveals the economic background and the

pattern of preferences of the tourists for different types of tourism attractions.

92

According to Leela Shelley (1991)4 “Tourism Development in India”

appraises the hospitality industries in India, and the role of hoteliers, tourism

promoting agencies, city planners or the environmentalists in the promotion of

tourism in India. Transport, accommodation, entertainment shops and other

businesses are all involved with tourism in the form of subsidiary industries.

Vijayakumar (1995)5 in his study explains the importance of native

tourism, ecotourism and evaluate the demand for the same in a state like

Kerala.

Ravi Bhushan Kumar (1995)6 suggest that we must give priority to make

better environment on beaches to keep its ecological balance and should check

environmental deterioration which can be detrimental in attracting the tourists.

He also suggests that tourism is beneficial in Kerala where it will provide job to

local people according to their ability.

The study conducted by Kamalakshi (1996)7, revealed the possibilities

of hotel industry in Kerala as a part of economic development out of tourism

development.

Pran Nath Seth (1997)8 points out that after world war II, health holidays

became a dominant trend in European countries. The introduction of ‘package

holidays’ concept by charter carriers, as distinct from scheduled airlines,

opened immense possibilities for average European holiday makers to enjoy

93

the sun, sand and sea which hitherto was the preserve of the rich few. The

success stories of present day tourism in Spain, Yogoslavia, Italy and other

Mediterranean countries are founded on sun, sea and sand tourism.

Bhardwaj and Manjula Chaudhary (1997)9 are of the view that tourism

planning is a difficult task because of diversity of activities which collectively

constitute the tourism industry. Tourism planning has to balance between

strategic objectives set for it and a number of factors that effect plans. Conflicts

can obviously arise between these. Many developing countries have faced

social and political problems because of foreign tourists. India is also

witnessing it where some people feel the presence of foreigners unsafe for their

lifestyles and social set up.

Ajith Kumar (1998)10 in his research work cited that, the two motivating

factors for the tourist to visit Kerala are the mountaineering and enjoy things

connected with culture and heritages.

Latheef (1998)11 pointed out that our tourism planners and politicians

appear to be under the impression that tourism is an “all dollar, no loss”

economic activity, or they are just acting blindly under the commands from the

World Tourism Organisation, World Travel and Tourism Council and others of

their ilk. Their sole aim is to facilitate holidaying of the leisure class, mainly of

the developed west, in as many locations as possible around the world.

94

Gafoor (1998)12 stated that the Kerala’s art forms, culture and heritage

are commercialized for tourism.

Rajagopal (1998)13 wrote that the unregulated growth of backwater

tourism in Kerala is a threat to the ecosystem of Kerala.

Yashodhara, Jain. (1998)14 suggest that the benefits of tourism are not be

judged in terms of economic benefits alone. Tourism has wider implications

encompassing not only economic benefits but also social and cultural benefits

as well. Tourism travel unquestionably produces an interaction between the

cultural customs of the visitors and those of the host population.

Jose Dominic (1998)15 mention that, the accumulated effects of taxation

by the Central Government, state taxes and local levies coupled with archaic

regulations relating to alcohol licensing and extortionist license fees stand out

as a formidable barrier to growth. Perhaps this could be a part of the reason

why Kerala’s share in tourism arrivals remains insignificant, even though, it

has been acclaimed to be a destination with the highest potential.

Christopher Holloway (1998)16 in his study points out that certain

countries which have more relaxed laws on sexual behavior than those in the

west, attract tourist for sexual encounters, and some countries including

95

Germany and Japan have tour operators which will organize package tours to

destinations such as the Philippines and Thailand for this purpose .

Sinha (1999)17 suggest that, lack of co-ordination and co-operation

between government agencies in their policies and programs is often quite

prevalent in tourism. And any destination area with a vital interest in tourism

should undertake steps to bring about the highest amount of co-ordination and

co-operation among its government agencies.

Muraleedhara Menon (1999)18 in his study cited the setting up of a

separate board for tourism promotion, known as Kerala Tourism Board. He

also cited the need of separation of hospitality section from the present

Department of Tourism.

Sreekumar (1999)19 states that a majority of the foreign tourists seeking

real pleasures visit Europe and America while those who seek unwanted

desires visit third world countries like India.

Batra and Dang Wal (2000)20 suggest that the complex nature of tourism

phenomenon implies that various academic disciplines are involved in its

study. Some basic disciplines such as economics, psychology, sociology and

geography contribute a great deal. Certain newer disciplines of management

and marketing have been introduced and play a significant role.

96

Bishwanath Ghosh (2001)21 state that, agricultural development,

industrial development and tourism development are three ways to bring

money and business into a given region. Tourism develops in a peaceful

environment. Owing to terrorism in various states of India, tourism has come to

a halt in those areas. Riots, robbery, mugginess and terrorism are liable to put

off visitors and detract tourists.

Praveen Sethi (2002)22 suggest that training is crucial to the

competitiveness and indeed survival of the international tourism industry. As

quality competition is so important to competitive strategy, the skills of the

individuals in the component service industry (hotels, catering, and transport)

become the key elements in the struggle for market competition. In many

countries, the lack of training in the industry has been identified as a key

strategic weakness

Johny (2002)23 in his study, makes an analysis about the important

tourist spots and explains the ways of attracting tourists.

Suresh (2003)24 in his study state that, lack of accommodation facilities

faced by the state affects the tourism promotion in Kerala. He also suggests the

ways of improving the existing hotel facilities in Kerala for attracting tourists

economically.

97

Pauline J. Sheldon (2003)25 stressed the importance of information and

information technology in tourism. He also analyse the interplay between these

two large and rapidly growing phenomena and to describe in detail the

applications of computer systems, telecommunications , and other aspects of IT

to the transportation , travel intermediary, hospitality and entertainment sectors

of tourism.

George (2003)26 in his study “Management of Tourism Industry in

Kerala” recommended various methods of integrating the functions of the

Department of Tourism, other governmental agencies, local self governments

and private entrepreneurs for the promotion of tourism in Kerala.

Ratan Deep Singh (2003)27 state that a major strength of Indian tourism

is its rich cultural heritage .A foreigner in India should be fully exposed to

evening entertainment programmes that bring out the very best of our

traditional music, dance, folklore etc.

Sharma (2004)28 points out the impact of information technology on

tourism by explaining the recent developments in information technologies and

in particular the introduction of the internet and the World Wide Web in the

early 1990’s introduced a new era in human communication. The internet is

particularly relevant to tourism, as the providers of tourism services can reach

near the side of tourist very easily though they are at a distant place.

98

Ratan Deep Singh (2004)29 state that tourism policy must be re- defined

by people’s needs, people’s movements and people’s organizations, in co-

operation with similar bodies and counterparts elsewhere.

Krishna K. Karma (2004)30 in his studies put three suggestions for the

development of tourism. 1) Governments should refer to the tourism private

sector a great deal more, and even include it in negotiations, particularly in

cases where its crucial interests are involved. 2) The National Tourist

Organization should be so designed to make public sector – private sector

communication and co- operation inevitable. 3) The tourism public and private

sectors should sit down together to consider all the dynamic and dramatic

changes occurring in the world of tourism and review their policies ,

mechanisms and practices of executing business in the context of these

developments.

Sharma, K.K (2004)31 opines that the exact nature of a country’s

position on tourism development is determined by the direction of emphasis

given by the government, what the government sees as its core responsibilities

and the extent of the development role it envisages for the private sector, which

is considerable in terms of modern development thinking.

Nagendran and Raju (2004)32 in their study state that terrorism, war and

diseases are the three evils of tourism. They suggest that, various recognized

99

institution conducting courses in tourism management and administration

should make eco-tourism a compulsory part of the syllabus.

Anilkumar (2004)33 in his study identified the negative factors that may

retard the growth of tourism in Kerala and make suggestions for the appropriate

and skillfull management of negative factors.

Shashi Prabha Sharma (2004)34 opines that mass leisure results in mass

tourism. Mass tourism depends not only on the growth of leisure time, but also

the structure of free time and on the economics of tourism industry. He says

that the ageing of the population and the growth of active groups with

disposable income has added to the demand for tourism.

Sharma. K. (2004)35 suggest that tourism resources can be conserved

for continuous use in the future and so tourism planning is carried out at all

levels of development-global, national, regional and local( being site or area

specific)

Jag Mohan Negi (2005)36 comments that, the seasonal character of

tourism is one of the chief problems of the tourist industry. Seasonality means

that tourism plant is frequently used for only a limited part of the year which

makes it uneconomic. Seasonality leads to unemployment and places stresses

and strains up on the tourist industry.

100

Sarngatharan and Raju (2005)37 state that tourism ought to be promoted

as a composite package that build up a healthy body for which a healthy mind

and spirit is essential. This requires diverse tourist products and congenial

environment. Such diversity and environmental standards do exist in the state

of Kerala, where integration of product is the need of the hour.

Mohan Rao (2005)38 state that tourism in the present day world did not

confine itself to hotels, restaurants and sea beaches alone, its arena touched

rural areas (Rural Tourism), health sector (Health tourism) and environment

(Eco-tourism). That is why it is said necessity is the mother of invention. The

government’s policy is to take the benefits of tourism to people in rural areas to

ensure socio economic development of the village, society and the nation

altogether.

Sinha (2005)39 focuses on various crucial issues pertaining to modern

international tourism. He makes a comprehensive analysis and evaluation of

the process of tourism development and various strategies put forward for its

uninterrupted growth and development.

Praveen Sethi (2005)40 suggest that the most important economic impact

on development arises from tourist spending, which through the multiplier, can

play an important role in stimulating the host economy. This will have effects

101

in increasing income and creating or preserving employment, particularly given

the labour intensive nature of tourism.

Malhotra (2005)41 suggest that attitude measurement in the tourism /

travel area has offered and continues to offer considerable potential. This is

particularly true in the travel and tourism domain, where knowledge of

consumers’ attitudes towards leisure, travel, and vacation destinations can

assist in preparing successful strategies.

Rabindra Seth and Om Gupta (2005)42 recommend that a greater co

ordination between the centre and the state as well as among the minister’s

related to tourism and travel is the need of the day for a tremendous

development in the tourism segment of the nation

Robinet Jacob (2005)43 says that large number of tourists may overload

local infrastructure placing pressure on water, electricity, sewage provisions

and on transport links. Such infrastructure problems may be particularly acute

in developing countries. But there are many examples where local residents

have benefited from access to improved infrastructure which was initially put

in place to support tourism. He also suggest that tourism in a narrow sense is

the sub sector of travel related activities, travel agencies, tour operating, tourist

guiding and related activities. To the extent that tourist information is

102

becoming available through the internet, traditional travel agencies are losing

markets and have began to offer more sophisticated travel advisory services.

Vishwas Metha (2005)44 suggest that, a majority of tourists are not only

interested in the beach, the beer and the bowling, but is being aware of the

political, social and cultural features of the country they visit.

Bagulia. A.M. (2006)45 explain that in principle, one can not find flaws

in India’s planning for tourism development. It has been good conceptually.

The flaws was in setting high goals to achieve objectives- together political

mileage. The required co ordination with the states was missing and in some

cases absent altogether.

Michael Hall and Liz Sharples (2006)46 in their work explains that food

tourism is an opportunity to find something real , traditional and meaningful,

some thing which is produced by artisans and which says something about

heritage and identity, whether our own or somebody else’s. Therefore in

looking at food and tourism we are not only thinking about travel to some

where ,we also have to consider what it means to come home, and the

implications of the journeys that both we and food have taken.

Singhal, Awadh Tiwary and Meera Agrawal (2006)47 view that

development of tourism in any region, town or village may result in a conflict

between the needs of the tourists and the interests of the permanent resident

103

population of a particular place. Greater the influx of tourists to a place, larger

is the risk of inconvenience and reduction in amenities and activities to the

resident persons.

Prakash Talwar (2006)48 state that the tourism industry heavy reliance

on the local environment and climate to sell holidays means that it could face

serious challenges as a result of climate change. Climate change is also

expected to increase the risk of illness’ in several parts of the world and this

may lead to falling-off tourism. He also suggests that the tourism sector has

immense backward and forward linkages in terms of both income and

employment and can contribute significantly to the economy. In India,

however, the sector has failed to receive due importance on the county’s

development agenda. Employing only 24 percent of the Indian workforce the

vast potential of tourism as an instrument of employment generation and

poverty alleviation has tended to remain largely unutilized.

Ravee Chauhan (2006)49 opines that though no major policy documents

have been issued by the Govt. of India or state governments with regard to

promotion of eco tourism, certain guide lines have been issued to tour operators

and tourists as part of a campaign to preserve the environment in the tourism

zones

104

Sanjeev Gupta (2006)50 said that the information age and globalization

will continue to drive changes in the way the consumer of tomorrow will do

business with companies in the hospitality industry. This consumer will

demand greater assurances of quality, safety and well being. They will look

more for intangible experiences that match their wallets and physical

capabilities.

Mamootty (2007)51 in his study concluded that a large number of IT

professionals from Bangalore and Mysore are now a days visiting north

Malabar particularly Wayanad, Kozhikode and Kannur for their weekend

relaxation, and this results am immense potential of tourism in these regions.

Rajeevan (2007)52 state that, our tourism industry draws a lot of

strength from the rich coffers of our culture and heritage, but we have not yet

succeeded in showcasing those factors in an organized and effective manner.

He opinions that, a re-branding from beach and backwater to that of culturally

enriched, unique destination is required to attract travelers from all over the

world.

Ravi (2007)53 state that, tourism development throughout the world

created enormous environmental problems and such environmental problems

and ecological imbalance negatively affected the economic sustainability of

105

tourism industry and to solve this problem, ‘eco- tourism’ movement should be

promoted.

Satya Sundaram (2007)54 suggest that, in a country like India, rural

tourism deserves special attention. Foreign tourists are deeply interested in

local customs, festivals, dances, rituals and in fact the very life styles of the

indigenous people intrigue them.

Shyju (2007)55 pointed out that, medical tourism is an emerging market

in tourism industry in India. Among the Asian countries, India has risen as a

major competitor to other Asian countries. As incredible India campaign has

positively resulted to add the number of leisure tourists, the special drive to

attract medical tourists is gaining momentum.

John. L. Paul (2008)56 views that, the state of Kerala faced with the

prospect of a fall in tourist arrivals because of the global financial crisis. But

the state is not fully dependent on the arrival of foreign nationals. Kerala has a

healthy mix of domestic and foreign tourists.

Shalini Singh (2008)57 opines that any efforts at planned development of

tourism should duly take into consideration the emerging tourist trends, tourist

preferences, data of tourist’s expenditure, employment generation, views and

opinions of tourists on present stage of tourism development.

106

Sunanda and Suresh Kumar (2008)58 mention that Kerala is a tourist

paradise and a lead state in social advancement. The availability of cost

effective treatments, quality human resources and unmatched natural diversity

make Kerala a dream destination, a true endorsement of the opportunities that

beckon health tourists to gods own country. They further states that domestic

tourists should also be considered equally with foreign tourists because

Indian’s are spending more than the foreign travellers. Before propagating

“Athithi devo Bhava” concept, understand that not only foreigners, but Indians

are also athithis and treat them alike.

Sutheeshna Babu, Sitikantha Mishra and Bivraj Bhusan parida (2008)59

demands the bifurcation of the body of tourism into two distinguishable

discipline structures- tourism business studies and tourism development studies

for the speedy development of the tourism industry

Thomas Tharion and Gopalakrishnan Nair (2008)60 opines that some of

the earliest forms of tourism were directly aimed at increasing health and well

being of people. In the past decade, the attempt to achieve better health while

on holiday through relaxation, exercise or visit to spas has been taken to a new

level, with the emergence of a new and distinct niche in the tourism industry,

medical tourism.

107

Venugopal (2008)61 state that, places of tourist interest and scenic

beauty often do not catch the attention of the customer largely due to the fact

that they are not marketed well. Internet in the early days did not support

graphics, vedios, sound etc. Hence the tourism products could not be marketed

over the net effectively. Now things have drastically changed with the

introduction of various protocols.

Conclusion

The investigator has reviewed the earlier studies conducted in the field

of tourism and find a dearth of studies in this area. Only a limited number of

studies have been conducted in this field during the past few decades. Studies

on Kerala tourism is very much scanty and the beach tourism is a neglected

area which demand due considerations by the researchers. This indicates the

significance of the present study.

108

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