Tapping the neglected and hidden Potential of tourism in Uttar Pradesh.pdf

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*Reader, Moti Lal Nehru Institute of Research and Business Administration, University Of Allahabad, Allahabad

**Address for Correspondence: 667, Malviya Nager, Allahabad-211003. [email protected]

Tapping the neglected and hidden Potential of tourism in Uttar Pradesh

Dr. A.K .Malviya

Man by nature is a wanderer. This urges to keep wandering

Wandering of early man paved path for advanced tourism. Early man had three main objectives to travel; to

gather food for him and his family, to protect himself and his family from wild animals and for shifting his

family from one place to another in search of food and water. The new surrounding led him to think of newways of satisfying his need. The idea of now wandering strengthened by learning to adjust in new places,

new atmosphere and so on. He became inquisitive about knowing the existing of different animals,

vegetation and water bodies at different places. As man started leading a well settled and developed life, he

invented tools, fire and wheel. Tools helped him to dig and cut the roots and fruits of unique plants for foodand so he blared to go in deeper parts of the forest in search of such food. Fire helped him to roast and

lighted up his house. These inventions increased the instinct of killing more and more animals and roast

them as it tasted better than raw flesh which meant increased travel. Wheel was the most effective toolwhich encouraged him to move to far off places for hunting animals and finding vegetative products. Now

he could carry on these easily hand driven carts. Slight improvement in travel started due to these three

inventions. Thus slowly the development of wheel, developed vehicles and development of vehicles

develop, travel and tourism.

Gradually as man gathered information and knowledge about culture, life, style, belief, unknown places,queer-persons, his instinct to meet see and enjoy such unique source increased and he started touring for

getting happiness instead of getting profit in trade as before. Transportation and accommodation both

developed side by side as basic needs. These days the term tourism has become the modern origin oftravel. It is just six and half decade old. Tremendous increase in tourism has been noticed in both domestic

and international tourism due to increase leisure, higher standard of life style improved education, new

technology and high social status.

India has fascinated foreign travelers for ages, its beautiful rivers, verdant forests, lofty mountains

unexplored islands and above all its 5000 years old history and culture have attracted people from different

parts of the globe. Travel is not a new phenomenon, it is very ancient phenomenon, tracing its existencefrom the 6th century B.C. but it was only in the Roman Empire that it became important. They introduced

guide book and even listed hostels with symbols to identify quality. Due to fall of Roman Empire and the

onset of so called dark ages, travel became dangerous, difficult and less attractive, therefore the pleasuretravel was undertaken closer to home.

Tourism is a high potential global industry. It is a major foreign exchange earner for many countries and

provides employment to million across the globe. Tourism achieves success in breaking barriers betweencountries, culture and people effortlessly and pleasurably. It is often said, that tourism is like Selling

Dreams and this true to a great extent. The challenge for tourism industry is to bring the dreams closer. In

this context some one rightly said- tourism is an industry without smoke, education without classroom,

integration without legislation, diplomacy without formalities.

Today, however, with the winds of change sweeping across the country, tourism has acquired a new focus.

It is already the largest net earner of foreign exchange and provides employment to over 3.6 lakhs directly

and indirectly. Therefore, tourism is recognized as an industry that needs to be nurtured and which required

appropriate investment. There has been a remarkable growth in recent years in foreign tourist arrivals toIndia due to various efforts made including promoting India through the Incredible India campaign in

overseas market.

Uttar Pradesh is very ancient and interesting and it is recognized in the later vedic age as Brahmarshi Desha

or Madhya Desha. Many great sages of the vedic times like Bharadwaj, Gautam, Vasishta, Vishwamitra and

Valmiki; flourished in this state. The incarnation of Lord Vishnu, Lord Ram and Lord Krishna were also

born in this state. Several sacred books of the Aryans were also composed here. Two great epics of India,

the Ramayan and the Mahabharat appear to have been inspired by Uttar Pradesh. Uttar Pradesh has variedattraction for all kinds of tourists. Besides ancient places of pilgrimages like Varanasi, Ayodhya, Prayag,

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IIMK Part III Tourism and Economic Development IIML

Conference on Tourism in India Challenges Ahead, 15-17 May 2008, IIMK 130

Mathura, Agra, Sarnath; Fatehpur Sikri and Vidhyanchal have rich treasures of the Hindus and the Islamic

architecture and culture.

Table 1: Tourist arrivals in Uttar Pradesh

(Figure in Lakhs)

Year Domestic Foreign Total

2002 714.90 7.10 722.002003 800.20 8.17 808.37

2004 883.71 10.37 894.08

2005 954.41 11.74 966.15

2006 1055.49 13.29 1068.78

2007 (P) 1171.59 14.88 1186.37

Source: India Tourist Statistics D.O.T. Govt. of India.

After twentieth century, the growth rate of tourism has been in increase tremendously. In the year 2000;

tourist arrivals in Uttar Pradesh, 714.90 lakhs and 7.10 lakhs (as shown in table no.1) domestic tourist and

foreign tourists respectively but at the end of the tenth plan this figure increased and reached 1171.59 lakhs

and 14.88 lakh. If the growth rate continues with the same ratio upto 2010, the number of tourist arrivalswill go upto 1545.09 lakhs and foreign tourist will be 19.43 lakhs and it will be also increased upto 2012

(as shown in table no. 2) while we compare in terms of foreign exchange earner with whole country, it hasgone upto 5920.17 crore in 2006 instead of 2839 crore rupees in 2002. It has increased 108.55 percent afterthe fourth year (as shown in the table no.3)

Table 2. Projection of tourist arrivals in Uttar Pradesh

(Figure in Lakhs)

Year Domestic Foreign Total

2008 1276.94 16.07 1293.01

2009 1404.63 17.67 1422.30

2010 1545.09 19.43 1564.52

2011 1699.59 21.37 1720.96

2012 1869.54 23.51 1893.05

Source:- U.P. Tourist Statistics

Table 3: Foreign exchange earning is comparison with India

(Rs. In Crores)

Year Indian Utter Predesh

2002 14195.00 2839.00

2003 16429.00 3285.80

2004 21603.00 4320.60

2005 25172.25 5034.45

Source:- U.P. Tourist Statistics

It is a fact that the state is rich with ancient architecture and culture, religious, as well as abundant naturalbeauty and attraction, yet there are certain areas which are hidden and remain unnoticed and scope of ample

potential. Similar observations have also been noticed from the studies conducted by Kapoor (1976); Dutta

(1980); Tyagi (1981); Jackson and Davis (1997); Teo and Yeoh (1997); that India has vast potential for thedevelopment of tourism spot.

They predict that India has enormous tourism potential which is destined to attract an increasing number of

tourist every year, the study of Jafari (1981); Dodson (1991); Hawkins and Hunt (1993) and Cooper andShephered found that tourism has got the attentions from tourists and has become a source of foreign

exchange. Keeping in view the above considerations; there is need to undertake a study to evaluate thepurpose of tourists visit and also the study to extent of their satisfaction regarding basic facilities and

utilization of religious tourism.

Objectives

To study the purpose of tourist visiting Uttar Pradesh on the basis of certain selected variables. To explore the hidden areas this could be added to tourism industry.

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To examine the opinion of tourists in respect of price charged for food and accommodation. To examine the opinion of tourists regarding security and safety. To suggest the ways and means of tourism industry for the development of the tourism.

Tourism has wider implication encompassing not only economic benefits but also social and cultural

benefits as well. From the social and cultural point of view there is enough evidence to support the fact that

tourism and travel unquestionably produces an interaction between the cultural-custom of the visitors andthose of the host population. Cultural tourism is a fertile ground for exercising creative talents fostering

special kinds of relation between the visitor and the host population, between the tourists and the host

environment. It enables the tourists of form a view of his present, world and a global concept of his historic

post. Tourism is an important source for maximizing foreign exchange earnings for not only the developingcountries but of many developed, countries of the world as well .It encompasses economic, social, cultural,

educational and political significances.

Over the year travel and tourism has become increasingly multinational as also complex in its structure and

organization. Tourism embraces transportation, accommodation, food and catering tourist attractions etc. Italso embraces the organizer and distributors of tourism services like retail travel agents and tour operators.

A systematic framework, is necessary to explain the complex tourism phenomenon in its various

dimensions. The present study explains the tourism phenomenon with reference to evolve the guidelinesand promotions of travel and tourism in Uttar Pradesh.

Hypothesis

The major hypothesis to be tested in the present study are:-

There is positive link between safety and tourism. A significant difference between foreign tourists and domestic tourist at some certain variables.

Methodology

The sample for the preset study consists of the tourists visiting Uttar Pradesh. The process of selecting thesample evolves multistage in nature. At the first stage, four districts namely; Agra, Allahabad, Varanasi and

Lucknow have been selected with the help of convenience sample. At the second stage, 15 tourism spots

have been selected from these four districts. In the third stage, while adopting quota sampling a sample of

750 tourists at the rate of 50 tourists from each spot have been chosen from these selected district. For

collecting the date, a questionnaire was prepared and administered to the tourists. Some certain informationwas gathered through observation.

Consistent with the objectives of the study different techniques like simple percentage methods, bar

diagrams and averages have been used for the analysis of data. Incase of certain hypothesis advanced

statistical tools like; chi-square test, correlation and interpolation have also been used. Interpretation of date

is based on rigorous exercise aiming at the fulfillment of the steady objective and finding of the existing

studies.

Analysis

While classifying the purpose of visit on the basis of sex, the purpose of visit is broadly divided into sixcategories. These are: cultural, religious, scenic, entertainment, business and other attractions. Out of 750

respondent 261 visited for entertainment and 224 out 750 have visited for scenic sighting in which total 343

male and 142 female visited for pleasure in Uttar Pradesh. If we see the business purposes only 2 percentrespondents visited in the state. Out of 750, 238, both the categories female and male visited Uttar Pradesh

for cultural and religious purpose. As a whole total 485 out of 750 visited the state for pleasure which in

terms of percentage comes to 65 percent of respondents. Therefore it can be concluded that main purposes

of visiting Uttar Pradesh in both categories of tourists is the trip for pleasure.

After calculating the chi-square test; Hypothesis is rejected, because Chi-Square = 52.667 at 0.50 level of

significant at 15 d.f. but tabular value 14.339; Hence, difference is significant.

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Table 4: Sex and purpose of visit

Domestic ForeignPurpose of Visit

Male Female Male Female

Total % to

Total

Cultural 62 19 15 13 20 09 10 13 107 14

Religious 70 21 18 15 33 15 10 13 131 17

Scenic 85 26 40 33 75 33 24 32 224 30

Entertainment 98 30 47 39 85 38 31 42 261 35

Business 11 03 - - - - - - 11 05Other attraction 4 01 - - 12 05 - - 16 02

Total 330 100 120 100 225 100 75 100 750 100

Chi-Square 52.667 > 14.339

Table 5: Occupations and purpose of visit

Government

Service

Private

Service

Business Students RetiredOccupations

Purpose

of VisitDome-

stic

Fore-

ign

Dome

-stic

Fore

-ign

Dome

-stic

Fore-

ign

Dome

-stic

Fore-

ign

Dome-

stic

Fore-

ign

Total

Cultural 15 02 15 04 18 20 12 02 17 02 107

Religious 19 03 25 20 17 09 07 02 20 09 131

Scenic 25 15 30 35 33 18 17 14 20 17 224

Entertainment 28 10 32 26 40 35 30 18 15 27 261Business - - 03 - 08 - - - - - 11

Other attraction 01 - 03 09 - - - 03 - - 16

Total 88 30 108 94 116 82 66 39 72 55 750

C2

= 707.4499 > 61.7

Table no.5 reveals the classification of purpose of visit with occupations. A large number of tourists visited

Uttar Pradesh for a scenic sighting and entertainment purpose irrespective of their occupation. Out of 750,261 tourists (35 percent) come for entertainment in Uttar Pradesh. Most of tourists whose occupation is

business about 62 percent visited for pleasure purpose included both scenic and entertainment. Only 7

percent businessmen visited Uttar Pradesh for business purpose. In the category of student most of thestudents come for entertainment purpose about 45 percent. Among the retired persons who visited Uttar

Pradesh for entertainment as well as religious purposes whose percentage which has equal to 28 percent.

On the application of chi-square test, it can further be noted that there is a significant difference in theoccupation and purpose of visit; because of calculated value of chi-square is more than the tabular value (asshown in table no. 5) so the null hypothesis will be rejected.

Table 6: Age and purpose of visit

Below 25 years 25 50 years Above 50 yearsAge Group

Purpose of

Visit

Domestic Foreign Domestic Foreign Domestic Foreign

Total

Cultural 17 04 48 21 12 05 107

Religious 18 08 32 25 38 10 131

Scenic 28 17 80 49 17 33 224

Entertainment 64 26 66 58 25 22 261

Business 02 - 06 - 03 - 11Other attraction 01 05 03 07 - - 16

Total 130 60 235 160 95 70 750

Chi-Square - 101.953 > 37.7

The table no. 6 shows the classification of the purpose of visit of the tourist on the basis of age-group. The

age-group of the tourist has been divided into three category i.e. below 25 years; between 25 to 50 yearsand above 50 years, 90 out of 190 in the age group below 25 years tend to visit for the purpose of

entertainment, 45 for scenic sighting, 26 for religious, 21 for culture and 6 for other attraction, but only 2

for business purposes. So for as the age group of 25-50 year is concerned, the largest number of

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respondents i.e. 253 out of 395, about 64.05 percent come for scenic sighting and entertainment purpose,

31.90 percent comes for culture and religious have visited Under, 25 to 50 year in Uttar Pradesh. Only 1.52

percent under the age group visited for business purpose. Under the age group of above 50 years, 127 of

165 (76.97 percent) tourists come for religious and culture purpose and only 1.82 percent visited Uttar

Pradesh for business purpose. 65 tourists out of 165 (39.39 percents) come in Uttar Pradesh. for culturaland religious purposes. Therefore, a majority of tourist i.e. 35 percent and 30 percent visited Uttar Pradesh

for scenic and entertainment purpose both the categories.

After calculating the chi-square test, the calculated value of chi-square is 101.953 and the tabular value 25

d.f. at 95% level of significance 37.7 i.e. tabular value is less than the calculated value. Hence, hypothesis

will be rejected that there is a significant difference between the age group and purpose of visit in UttarPradesh.

Table 7: Tourists opinion regarding unexplored area

Nature Domestic percentage Foreign percentage Total percentage

Yes 338 75 204 68 542 72

No 112 25 96 32 208 28

Total 450 100 300 100 750 100

Chi- Square 4.686 > 3.841

The tourist opinion regarding unexplored area shown in Table no.7. 72 percent of the total tourists are of

opinion that the unexplored area can be explored from the tourism point of view only 28 percent, touristshas given no response regarding unexplored area for exploring in both the categories, they are not

supporting their opinion regarding unexplored area. On the application of chi-square test, it can further be

noticed, that there is a significant difference in the opinion of both categories of tourists. Because of

calculated value of chi-square is more than the tabular value as shown in table, so the null hypothesis will

be rejected with the conclusion that there is significant difference in views of tourists so far as thedevelopment of explore tourism potential is concerned.

Table 8: Tourists view regarding development of unexplored area

Name of

Agencies

Domestic percentage Foreign percentage Total percentage

Govt. 137 30 48 16 185 25

Private 98 22 72 24 170 23

Both 215 48 180 60 395 52

Total 450 100 300 100 750 100Chi- Square 20.73 > 5.991

Table no. 8 shows, the tourists, views regarding development of unexplored area by the government,private or both the agency. 395 out of 750 tourists views that the unexplored area will be developed by the

both the agency i.e. government and private, but while respondents asks only the development of

unexplored by the government, the percentage comes only 25 percent as well development by the private

agency only 23 percent both the categories. In this case hypothesis will also be rejected as shown in the

above table.Table 9. Tourists opinion regarding price charged for accommodation

Opinion about

Facilities Domestic percentage Foreign percentage Total percentage

Very High 94 21 21 07 115 15

High 103 23 33 11 136 18

Moderate 131 29 84 28 215 29

easonable 68 15 81 27 149 20

Cheap 23 05 18 06 41 05

No Comment 31 07 63 21 94 13

Total 450 100 300 100 750 100

Chi- Square 78.408 > 4.351

Price charged for accommodation was rated by 419 domestic and 279 foreign tourist in Table no. 9 in

which 94 (21 percent) out of 419 and 21 (7 percent) foreign respondents considered the charges of

accommodation very high, 23 percent and 11 percent respectively considered it as high, 29 and 28 percent

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considered it moderate, only 15 and 17 percent found the charges are very reasonable, 5 and 6 percent

express their views regarding accommodation its cheap and 7 and 21 percent respondents domestic and

foreign did not express their views regarding price charged for accommodation. Hence among the domestic

tourists 29 percent considered it more, only 21 percent and 23 percent considered very high and high.

After calculating the chi-square test, it is found that the calculated value i.e. 78.408 is more than the table

value at 5 percent level of significant which leads to the conclusion that there is a significant difference in

the opinion of the tourists, both domestic and foreign, regarding price charged for accommodation.

Table 10. Tourists opinion regarding price charged for food

Opinion Domestic percentage Foreign percentage Total percentage

Very High 78 17 12 04 90 12

High 107 24 36 12 143 19

Moderate 86 19 87 29 173 23

easonable 66 15 88 29 154 21

Cheap 82 18 53 18 135 18

No Comment 31 07 24 08 55 07

Total 450 100 300 100 750 100

Chi-Square 66.579 > 4.351

The above table shows the tourists opinion regarding price for food. 419 domestic and 276 foreignrespondents; out of which 17 percent of domestic and 4 percent of foreign respondents considered, the

charges of food very high, 24 percent and 12 respondents of both categories considered high, 19 percent

and 29 percent considered it moderate, only 15 percent domestic and 29 percent foreign tourists opinion its

reasonable. 18 percent, both the category considered it cheap, 7 percent and 8 percent respectively did not

give their views regarding price charged for food while we considered as whole- 143 and 90 out of 750considered very high and high only 23 percent it moderate and 21 percent express their view of reasonable.

A majority of foreign tourists rated its moderate and reasonable and 18 percent of foreign tourists rated its

cheap.

Since the calculated value of chi-square is 66.579 is more than the tabular value at 5 percent level of

significance is 4.351; the null hypothesis is rejected with the conclusion that there is a significant differencein the opinion of tourists, both domestic and foreign over the price charged for food facility.

Table 11. Tourists opinion regarding transport facility

Views Domestic percentage Foreign percentage Total percentage

Very good 18 04 08 03 26 03

Good 67 15 68 23 135 18

Average 171 38 117 38 288 38

Poor 150 33 74 25 224 31

No Comment 44 10 33 11 77 10

Total 450 100 300 100 750 100

Chi- Square 11.804 > 9.49

The above Table shows the tourists (both domestic and foreign) opinion regarding transport facilities. 406domestic and 267 foreign, 171 domestic tourists and 117, views regarding transport facility average, 4

percent and 3 percent rated it is very good; 15 domestic and 23 foreign tourists rated it good, one third or

33 percent domestic and 25 percent foreign tourists rated it poor and 44 and 33 domestic and foreign tourist

respectively did not express their view regarding transport facilities at tourist places. If we considered aswhole both domestic and foreign, 288 out of 750 rated is average about a large majority of tourists 38

percent, only 31 percent rate it poor and 10 percent they did not want to give their view regarding transport

facilities.On the application of chi-square test it is found that the calculated value is more than the tabular value as

shown in the table at 5 percent level of significance. Thus the null hypothesis is rejected with the inference

that there is a significant difference in the opinion of tourists at both categories.

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Table 12. Tourists opinion regarding security and safety

Opinion Domestic percentage Foreign percentage Total percentage

Excellent 59 13 30 10 89 12

Very good 86 19 42 14 128 17

Satisfactory 96 21 120 40 216 29

Poor 158 35 65 22 223 30

ery Poor 40 09 25 08 65 09No Comment 11 03 18 06 29 03

Total 450 100 300 100 750 100

Chi-Square 42.888 > 11.1

Tourists views regarding security and safety reflect in table no. 12. 158 domestic and 65 out of 439

domestic and 282 foreign tourists regarding safety considered it poor. Only 13 percent and 10 percent ratedexcellent as well as 19 percent and 14 percent considered it very good. A majority of tourists either

domestic or foreign 44 percent and 30 percent respectively considered poor and very poor, 3 percent and 6

percent domestic and foreign tourist respectively did not express their view regarding safety and security of

tourists at tourists places . While considering as total a majority of tourist rated the security and safety ispoor and very poor only 29 percent rated it satisfactory.

Since the calculated value of chi-square is 42.888 is more than the tabular value at 5 percent level of

significance is 11.1; Therefore, the null hypothesis is rejected with the conclusion that there is a significantdifference in the opinion of tourists, both domestic and foreign, over the safety and security.

Table 13.

Age and purpose of visit Opinion regarding security and safety

x Y

107 89

131 128

224 216

261 223

11 65

16 29

750 750

n dxdy - (dx) (dy)r = n dx2 (dx)2n dy2 (dy)2

= + 0.974

1 r2

P.E. = 0.6745 x N= 0.0141

r > 6 P.E. Hence, it is highly significant.

As shown in the above table while calculating the Karl Pearsons coefficient of correlation between age andpurpose of visit with security and safety the correlation come positive and highly positive. For knowing its

significance the probable error also calculated and its come 0.0141 while comparing with correlation and

probable error the situation is r > 6 P.E. Hence it is significant. Therefore, the positive link with safety and

tourism has proved.

Findings 261 out of 750 tourists visited Uttar Pradesh. for entertainment purpose as well as 224 out of 750

tourist also visited, both the category domestic and foreign comes for scenic sighting, out of 750, 131tourists visited Uttar Pradesh for religious purposes. The rate of percent for business and other

attraction is 2 for both purposes. Therefore it can be considered that main purposes of visiting Uttar

Pradesh in both categories of tourists are the pleasures trip. Hence, sex and purpose of visit, the

difference is significant.

On the application of chi-square test, it can be noted that there is a significant difference in theoccupation and purposes of visit.

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A significant difference in the opinion of tourist regarding the development of unexplored area isobserved. After application of chi-square test, it is proved (as shown in table no. 7).

395 out of 750 tourists view regarding the development of unexplored area with the collaboration ofboth government agency and private agency it is also proved.

After calculating the chi-square, it is found that the C2= 78.408 and tabular values 4.351 of 5 level atsignificant which leads to thrust there is a significant difference in the opinion of the tourists both

domestic and foreign regarding price charged for accommodation. A significant difference is also observed regarding price charged for food as shown in table no. 10. There is significant difference regarding transport facilities of tourists places in Uttar Pradesh, because

calculated value of chi-square is more than the tabular value.

Tourists views regarding security and safety is concerned; significant difference has been also observedas shown in the table no.12.

There is positive link between age as well as purpose of visits and security and safety has also beenobserved, it has found after calculating the correlation (+0.974) and value of probable error is 0.0141.

Correlation > 6 P.E. Hence it is highly significant as shown in table no. 13.

To sum up this study tourism is not only one purposed process; just to earn money, but side by side it also

serves as important organization of conservation which is the most important need of todays world.

Therefore, the government, the tourism department, travel and hotel industries, organization of environment

protection, home ministry work together step by step on the path of prosperity, health and hygiene to spreadsatisfaction, happiness and security all over the world and establish our old traditions Atithi Deo Bhava

and Vasudhaiva Kutumbakam.

References

Donald E. Hawkins and John D. Hunt, (1993). Travel and Tourism Professional Education, International Journal of

Management and Tourism.Hindu Surveyhttp:/ijtfr.sage.pub.comKapoor, N. K. ; A study on Tourism as an instrument of economic development with special reference to H.P.

Linel Beeheral and Chris Cooper, 2002, The impact of globalization tourism resources; Management in tourism sector,Tourism recreation resource.

Swain S. K., Human Resource Development in Tourism, principles and practices 2006, Abhijeet Publication, Delhi.www.wttc.travel

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