Rock Tourism in India

BACKGROUND OF THE PROJECTBACKGROUND

OF THE PROJECTWith the Indian economy hogging lavishly on

its newfound economic boom – the rising Indian middle class is perspiring heavily with discretionary income. Coupled with tourism emerging out of the shadow of muscular sectors like IT, even average Indians can now afford to realize and cherish their globetrotting dreams.

With outbound tourism in India coming into adolescence, tourists are now going through a process of subconscious diversions into their respective niches. With this awareness about India is also increasing and people are

The purpose of this project is to examine the growth of this trend and compare it with the overall increase in tourist outflow – especially with reference to Rock music as the genre under our microscope.

With the Indian economy hogging lavishly on its newfound economic boom – the rising Indian middle class is perspiring heavily with discretionary income. Coupled with tourism emerging out of the shadow of muscular sectors like IT, even average Indians can now afford to realize and cherish their globetrotting dreams.

With outbound tourism in India coming into adolescence, tourists are now going through a process of subconscious diversions into their respective niches. With this awareness about India is also increasing and people are

The purpose of this project is to examine the growth of this trend and compare it with the overall increase in tourist outflow – especially with reference to Rock music as the genre under our microscope.

"The world is more malleable than you think and it's waiting for

you to hammer it into shape."-- Bono

"The world is more malleable than you think and it's waiting for

you to hammer it into shape."-- Bono

OBJECTIVES OF THE PROJECT

To examine the rise of music tourism with special reference to rock n’ roll in the late 50s and early 60s.

To examine the cultural and social impacts of rock music in India – especially the youth attending music festivals the world over.

To deduce the current market share of the niche that rock music has fused to form with tourism.

METHODOLOGY First of all, we observe the general trend of the country as a whole, according to

government released data, after which we try to analyze the localized data as collected from my organization.

The given figures illustrate the growth of the music tourism industry in terms of tourist volume.

Notice that the decline here is due to the initial bang arising after the Kargil war as the economy started surging ahead along with rising patriotism due to victory. The numbers also grew due to the IT boom that engulfed the economy at the dawn of the new millennium.

One interesting point to note, however, is that the overall share of the niche tourism, which is usually marked by a distinct touristic purpose apart from leisure, has remained more or less constant – indicating that the growth experienced is more of a mutual drift within these niches. For instance, there is a high degree of correlation twixt tourists attending rock concerts as well as the famous beer festival in Germany, as I deduced from these bookings made at my organization in 2007.

Bookings made for Oktoberfest

Bookings made for Rock AM Ring

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MAJOR FINDINGSMAJOR FINDINGS

Notable is the fact that other socio- cultural niches like hostelling, wine tourism etc. also benefit with the growth of music travel.

From the data compiled, we see that music tourism as a niche has grown more or

less with the same pace as the outbound tourism industry as a whole.

However, it is to be observed that most of the data falling within the purview of Rock Tourism as a very specialized niche is indirect in nature.

From the data compiled, we see that music tourism as a niche has grown more or

less with the same pace as the outbound tourism industry as a whole.

However, it is to be observed that most of the data falling within the purview of Rock Tourism as a very specialized niche is indirect in nature.

CONCLUSION• Cultural tourism rapidly expanded in the last decades of the 20th century, as art, literature,

food, wine and music gained greater significance in shaping the evolving structures of niche markets. Tourism nevertheless remains inherently concerned with recreation and entertainment.

• In most contexts, music plays a role in tourism, if rarely a central one. However, there are key exceptions, like driving down Route 66 or visiting Jim Morrison’s grave in Paris.

• Central to music tourism is the aura of the place –spots which acquire a meaning for creative genesis or death – as such we can also loosely link with some aspects of thanatourism. No single or precise definition of a music tourist is possible – as it ranges from nostalgia to attainment of that ‘moshpit purity’ that every rock fan dreams of. For some it is a rite of passage – an emotional transition from youth to adulthood.

• Music tourism (especially rock) plays a part in enabling a wider comprehension of the world – as it usually embodies the rebellious, hot – blooded, and extreme characteristics of any culture

• With Woodstock ’69, the world saw organization and harmony that could never have been expected from a wild, unruly and confused generation.

• In a nutshell, no one represents a tourist better than the mandolin-toting rambler on his journey towards discovery – of nature, people and the starry eyed night sky under a bonfire – discovering the world to discover oneself – and as they say – music knows no barriers.

RECOMMENDATIONS• Encouraging domestic level events might lure people into going in for the big stage. Currently, Rock

Street Journal, the only publication media promoting pub gigs and college competitions, takes care of major publicity campaigns. But noticing the increasing inclination of youth – major companies like Levi’s and Yamaha are trying to cash in on the adrenalin and have joined the bandwagon.

• Travel agencies and tour operators should try to forge some tie-ups with the organizers to facilitate

ticket bookings – in Indian currency if possible. This would be further simplified if internet portals could come forward to condense the supply chain process.

• Major music festivals around the globe support camping facilities. However, big tent for large groups are

a rare sight owing to the social structure in the west that hinges upon small groups or couples. Many operators around Rajasthan, Uttarakhand, Himanchal Pradesh and Kerala are experts in this field and can lend a hand by promoting such events in the country – like the Mussorrie Woodstock festival a couple of years back that featured popular acts like Parikrama.

• The Scandinavian countries have been rather dormant in promoting these events, which are one of the

biggest in the world. Apart from word of mouth publicity through blogs, these organizations could promote these events by inviting popular artists from their respective states.

• Quality research is needed upon the subject along with accurate data. This could be made possible through localization of research work.

PROPOSED BENEFITS TO THE COMPANY IF RECOMMENDATIONS ARE IMPLEMENTED

• The company would establish itself as a niche travel agent - event manager hybrid – working alongside event management companies like DNA.

• Youth today are one of the major spenders in terms of music festivals for cuisine and shopping – the company would strengthen its clientele in that section of the populace.

• The company would put up the onus to promote domestic festivals like the Jodhpur RIFF which attracts a lot of music celebrities like Sir Mick Jagger last year, and thus acts as an indirect marketing event.

Thank You

Parth Joshiparth.rkt@gmail.com