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INTRODUCTION
India has attracted travelers from time immemorial. Tourists travelled from place to place to enjoy natural endowments, and religious and spiritual heritage. This is because of the country`s glorious historical past, its cultural heritage and its varied landscape and terrain that lend natural beauty. Thus the process of travelling aptly termed as tourism started in antiquity. In those days, travel was mainly restricted to the nomads who used to travel sporadically. This process, in the modern times, has gradually evolved into one of the most flourishing industries globally. Tourism and hospitality, due to its diverse of nature and complementarity of service has gradually evolved into a large-scale industry. It contributes approximately over $4 trillion in gross global output. This means travel and tourism is one of the world`s largest industry in terms of size and economic impact. To define tourism and hospitality services, one should take into consideration the sum total of the processes that arise when an individual travel from one destination to another. Travel and tourism as a whole means the business of providing information, transportation, accommodation, catering and other related services to the traveler. Therefore, the hospitality and tourism industry takes into account all the services associated with traveling for business and pleasure. It is multidimensional and multifaceted activity which touches many lives and generates additional activities that help in overall growth of the economy. The hospitality component of the industry provides a wide range of services to both visitors and local residents, including hotels, motels, resorts, restaurants, clubs, casinos and other places. The tourism component of the industry deals mainly with travel, both local and inter-state, include travel agencies, tourism information offices, tour wholesalers, attraction, meetings and conventions and tour guiding. The essential feature of tourism and hospitality is the duration of the stay that the individual traveler undertakes. The duration of the stay should be of temporary
nature, i.e. a tourist is expected to stay for a minimum period of 24 hours and maximum period of six months in the related travel destination. But such activities should not for the purpose of seeking permanent residence and/or employment. Although travelers may also sometimes undertake a brief tour, like a picnic or an outgoing, this process, if it does not involve a night stay it is considered as tourism. Therefore tourism is always considered as a leisure activity which is very often meant for recreation as well as other purposes. Defining tourism and hospitality takes account of three basic steps: 1. The purpose of travel or visit which indicates a particular level of motivation. This motivation is either directed toward spending leisure or fulfilling a business purpose. 2. The element of time is crucial. The minimum duration of stay must be 24 hours. 3. Seasonality and periodicity largely influence the trend. This mainly refers to climatic environment which influences tourism activities. For instance tourism at hilly destinations reaches its peak during the winter season while sea beaches face a tremendous tourist rush during the summer.
TYPES OF TOURISM
Tourism, depending on the nature and function, can be classified into the following areas: RECREATIONAL TOURISM: This is the most common form of tourism and suggests is meant for recreational purpose only. CULTURAL TOURISM: Cultural tourism is conducted to experiences related to newer cultural activities such as the folklore, art, music, etc. ETHNIC TOURISM: This involves contact with unusual or quaint customs in remote areas. RELIGIOUS TOURISM: This involves tourism solely based on religious reasons which largely takes into consideration pilgrimage activities. ENVIORNMENTAL TOURISM: This takes into consideration tourism related to the environmental aspects. ADVENTURE TOURISM: This involves tourists who undertake activities such as mountaineering, trekking and other adventure activities. HISTORICAL TOURISM: This involves visits to heritage locations within or outside the country.
Tourism is one of the fastest growing industries in the world. The number of tourists worldwide has been registering phenomenal growth and it is expected that this number would shortly touch 1.5 billion. Tourism contributes about 11% of the world workforce and 10.2% of the global gross domestic product. The dynamic growth of this industry is evident from the fact a new job is added to the sector every 2.5 second. Nature has bestowed Himachal Pradesh with unique beauty and splendor with its lush green valleys, snow covered Himalayan ranges, a serene, peaceful, hospitable and comfortable environment, smiling people and a rich cultural heritage - which tourists would be hard put to find elsewhere. Being in the lap or Himalayas this fact becomes its natural and unique USP with global appeal. The outer fringe of Himachal is formed by the Shiwalik hills, which are characterised by shallow valleys and dense scrub forests. The mid ranges have the majestic Himalayan cedar and the spruces -followed by alpine meadows that intersperse themselves with the snow clad peaks of the Greater Himalaya. Tourism, as we understand it today, in Himachal Pradesh, received recognition only in the 19th century, when the British established their chain of hill stations.
Earlier, Himachal had been a destination for pilgrims only. A fillip to tourism was administered when British declared Shimla as summer capital of India in 1864. Post independence and up -gradation as fledged State in the year 1971 led to more investment in the infrastructure sector leading to opening up of the state. However the biggest explosion in tourism occurred in the mid 80s and 90s with the Kashmir problem when the number of hotels and hotel rooms increased within this period from 350 to present 1710 and 6300 to 36000 respectively with its concomitant chaos and haphazard growth which the State would have done well without. With the wisdom of hind sight the State is now more equipped to deal with the problems of yesteryears and this document attempts to address those very problems. During the year 2004, the tourist arrivals in the state were 6.5 million which is roughly equivalent to the population of the State.( 2.04 lacs were foreigners).In terms of numbers therefore the State has done more than expected. The challenge now is to attract quality tourists and increase the stay of the tourists in the State .We also need to think globally as even the domestic tourists today have a choice unlike in the past. By focusing onquality tourist the State Government also aims at promoting sustainable tourism and encouraging the private sector to develop tourism related infrastructure in the State without disturbing the existing ecology and environment. In order to increase the duration of the stay of the visitors/tourists, a special emphasis is being placed on the development of activity-based tourism and opening up new sub destinations. To promote tourism in the countryside and to lesser-known areas, appropriate infrastructure will be developed within available resources. Himachal was earlier known only for the summer season. Efforts are being made to break the seasonality factor and tourism products have been diversified to attract the tourists in other seasons too. Now Himachal is known as A Destination for All Seasons andAll Reasons. Tourism Policy proposes to increase it to 15% by the year 2020.
OPPORTUNITIES: 1. Strong potential for activity based tourism such as white water rafting, Paragliding, trekking, mountaineering, water sports, mountain biking, Car Rallies etc.. 2. A strong base for heritage tourism to attract persons from all walks of society and religious beliefs. 3. To develop an ideal destination for nature lovers by promoting eco-tourism. 4. Create synergy between heritage and pilgrimage tourism. 5. Development of wetlands of the State to attract nature lovers especially bird watchers. 6. Promote the State as an open university and learning centre in mythology, anthropology and ornithology etc. 7. Position it as an ideal destination for the film industry. 8. Himachal has something to offer to persons of all ages, groups, beliefs and interests. There is unlimited scope for development of varied tourist packages. 9. Himachal can become one of the leading adventure destinations in the world. 10. Promote wilderness tourism for lovers and seekers of nature, peace and quiet. 11. Create new destinations in yet unexplored but beautiful areas. This would also ease the burden on established tourist destinations. THREATS: 1. Tremendous strain leading to collapse, at times, of civic amenities at leading tourist destinations during the season. 2. Haphazard growth & construction threatening the environment, especially at the leading tourist destinations. 3. An alarming growth of concrete structures creating a disharmony with the local environment. 4. Unscrupulous commercialization of tourism could erode the social and cultural values. 5. Aggressive competition amongst the leading tourists States and a strong promotion of tourism by other States. 6. Lack of coordinated strategy by the different Government Departments. 7. A large increase in volume and limited increase in value.
1. Infrastructural factors:
Accommodation Transport Accessibility Shopping facilities Informative
3. Necessities:
Food Water Amenities
. (B) Competition
Himachal faces various levels of competition in the tourism industry. Within India itself there is competition from other hill stations like: Darjeeling Nilgiris ( Ooty) Uttaranchal Jammu & Kashmir It also faces competition at a higher level from other tourist spots in India like: Goa Kerala Rajasthan At the international mountain tourism level there are big players like: Switzerland New Zealand Alaska To counteract these various levels of competition, Himachal must find ways to differentiate itself from others with its unique offerings and position itself uniquely in the minds of the people. For this it must build a unique selling proposition (USP). To match international competition it must first benchmark itself with them.
(C) Suppliers
Suppliers in the tourism indicate all the service providers like: Airline industry Railways Travel agents
Locals Hotel industry Government Service, unlike a product, has different characteristics like intangibility, inseparability, variability, perishability, etc. To manage these, the use of the following 3 Ps will come in handy Physical evidence People Place
(D) Substitutes
The substitutes to Himachal tourism are any other options that a person would like to do on a holiday like: Religious gatherings is gaining ground Internet Television Video games Parks These substitutes although do not directly affect tourism, they can still be a deterrent to it. Instead of traveling to far off distances for a holiday, todays man finds easy entertainment from the above. Also the concept of an annual holiday is yet to catch up in India. They must therefore be used to ones own advantage by making them available at the tourist spots.
RESEARCH DATA
1. Number of Tourist visited H.P. in previous years
TOURIST ARRIVAL (in lakhs) YEAR 2005 2006 2007 2008 2009 2010 INDIAN 69.28 76.72 84.82 93.73 110.37 128.12 TOTAL FOREIGNER 2.08 71.36 2.81 79.53 3.39 88.21 3.77 97.50 4.01 114.38 4.51 132.66 (Source: Tourism Deptt. H.P.)
Strengths:
Pleasant weather which is ideal for the tourists to come for the annual summer holiday to escape the scorching heat of the plains. Scenic beauty of the Himalayas, which draws tourists away from the crowded and polluted towns and cities. Terrain is ideally suited for various adventure activities. Some very well known tourist hill- stations. It can attract tourists all throughout the year. Hospitable people
Weaknesses:
Inadequacy of transport facilities Funds constraining the development of regions. Inadequacy of information channels. Overcrowding of popular tourist centres. Some places are inaccessible, especially in winter. Inadequacy of marketing. Lack of adequate infrastructural support.
Opportunities:
The concept of holidaying is gaining popularity in India among various classes of people. Increased disposable incomes of the Indian middle class. Adventure sports and trekking. Eco- tourism is gaining popularity. Himachal contains many unexplored regions.
Threats:
Kashmir is being opened up and could divert a large portion of tourists to itself. Various other places in India are providing stiff competition. Environmental factors also impose a threat.
Peoples expectations in Himachal were generally met with but they depend on the presence of necessities and infrastructural facilities. Himachal is compared more attractive than similar places in India by most people but it is equally or not so attractive when compared to places abroad.
Himachal emporiums across India must be able to act as agents for promoting Himachal tourism. International cricket matches and other sports could act as marketing agents to tourism. Celebrity endorsements could help to market tourism. More advertising in media, magazines, etc are needed. Guided tours could be improved and promoted. Cleanliness and environmental sustainability must be taken care of. It could endorse vacations for prize winning lotteries. Role of government and travel agents needs to be emphasized. Keeping all the stakeholders in mind, a sustainable strategy is needed. The Tourism Dept. in collaboration with the Dept. of Art, Language and Culture should organize Talent Hunt on the lines of INDIAN IDOL by appropriately naming the event ( Himachal ki shaan.suggestion only) and identify the best artistes of Himachal Pradesh. These best Artistes of Himachal could be exposed to the visiting Tourists in various Hotels. This will not only help in identifying the new talent and enabling them acquiring new means of livelihood, but also help promote our culture
All the above information is very valuable as it directly provides the attitudes, behaviour, needs, wants, preferences, etc of the tourists, which are very helpful in building marketing strategies to encourage tourism.