Chap No 1.

Introduction
Tourism is the generic term to cover both demand and supply that has been
adopted in various forms and used throughout the World. Tourism is basically generated for
different kind of purpose, like for the adventure to see the nature of the world outside the residence
of tourist, or on the other side the time of some relaxation after burden of daily routines. According
to the perception of human minds, the whole world is combination of complex and vast places and
this vastness of world attract about 70% population(Author,2018). The world is organized
naturally very attractive for any body else. But for the objective of some business every state or
country had managed some open spaces for visitors. The term visitors further can be explored in
three categories, domestic, national and international visitors. And the business is another term
that can be explored as visitors can expand financial, social and economic status of a state or
country [1]. Therefore, every country is keenly emerged in developing their national parks,
historical places, museums, zoological gardens and their culture etc. The development on these
factors is much important to walk with modern world[author].

In Pakistan there are lot of natural beauty that can attract national and international visitors, but
the social status and the less concern of GOVT on these locations reduces the interest of
international visitors. Even national visitors feel unprotected to visit some areas of Pakistan
[authors perception]. The ecological trend of greatest concern in Pakistan today is the continuing
loss, fragmentation and degradation of natural and modified habitats: the forest area, already
greatly reduced and fragmented, is suffering further loss and degradation; most rangelands are
suffering further degradation; and many freshwater and marine ecosystems have already been lost
or are threatened with further destruction. Also, of great concern in Pakistan today is the continuing
decline in many native species of animals and plants; some species are already extinct, many are
internationally threatened, and more still are of national concern. The degradation of agro-
ecosystems and the accelerating loss of domesticated genetic diversity are also of grave concern
in Pakistan (Government of Pakistan, et al., 2000).
 Tourism is travel for pleasure or business. It is also, the theory and practice of
touring, the business of attracting, accommodating, and entertaining tourists, and the business of
operating tours. Tourism may be international, or within the traveler’s country. The World
Tourism Organization (2017) defines tourism more generally, in terms which go 'beyond the
common perception of tourism as being limited to holiday activity only', 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' (Chartsbin, 2017). Whereas, a more common form of tourism
is sustainable tourism which is defined by WTO (2017) "Tourism that takes full account of its
current and future economic, social and environmental impacts, addressing the needs of visitors,
the industry, the environment and host communities.
Tourism can be domestic or international, and international tourism has both incoming and
outgoing implications on a country's balance of payments (The balance of payments of a country
is the record of all economic transactions between the residents of the country and the rest of the
world in a particular period mostly a year). Today, tourism is a major source of income for many
countries and affects the economy of both the source and host countries, in some cases being of
vital importance [2].
International tourism receipts (the balance of payments) grew to US$ 1.03 trillion in
2011. International tourist arrivals surpassed the milestone of 1 billion tourists globally for the first
time in 2012, emerging markets such as China, Russia and Brazil had significantly increased their
spending over the previous decade. The ITB (international tourism berlin) is the world's leading
tourism trade fair [3].
In 2009, The World Economic Forum's Travel & Tourism Competitiveness Report ranked
Pakistan as one of the top 25% tourist destinations for its World Heritage sites. It ranged from
mangroves in the south, to the 5,000-year-old cities of the Indus Valley Civilization which
included Mohenjo-Daro and Harappa. The main destinations of choice for tourists to Pakistan are
the Khyber Pass, Peshawar, Karachi, Lahore, Swat and Rawalpindi [7].
In 2016, foreign tourists visiting Pakistan stood at 965,498. Pakistan's tourism industry
attracted an estimated of 1.1 million foreign tourists annually in 2011 and 966,000 in 2012
contributing $351 million and $369 million respectively. Before declining to 565,212 in 2013
which contributed only $298 million, in 2014, Pakistan received 530,000 foreign tourists
contributing $308 million. By comparison, Pakistan's domestic tourism industry is estimated at 50
million tourists who travel in the country on short trips usually between May to August [3].
Lal Sohanra National Park is situated in Bahawalpur city about 32 km to east on main
Bahawalpur-Bahawalnagar highway. It is situated between 29°12’ and 29° 28′ northern latitudes
and 71° 48′ and 72° 08′ eastern longitudes, with an altitude ranging from 125 to 140 meters, It is
Pakistan's first National Park and one of the largest national parks of South Asia having diversity
in landscapes. Lal Sohanra has deserts, forests and ponds as well. It was founded in 1972, and it
spans over 162,570 acres (65,790 ha) (Warsi’s et al., 2014).

Scope of Study
In argue to its scope, there are three main objectives behind this all research and
respectively these are: “To raise the behavior and attitude of visitors toward Lal Sohanra National
Park”, “To change the perceptions of visitors toward Lal Sohanra National Park from good to
excellent” and “To raise the status of Lal Sohanra Park as a tourist destination”. To examine these
objectives there is a need of a survey among different peoples at different places. The need of first
objective is protection and calmness, as if people of local area will feel safe and relax themselves
they will must spend the air time. The requirement of second objective is little bit advertisement
about this place, like bring some new factors in it to create curiosity in them to make their mind
about this national park. And main objective of this study is to focus on growing up some value of
this place from national level to international level. Obviously, the value this park will raise up
with increasing the standard of the resources. According to human psychology, beauty can attract
anybody else. So, there is need of make it more beautiful as much possible it is. For visitors of
domestic level, it is better place outing, and after some development it will became ambiguous.
But for visitors of national and international level, there is need of keen interest of Govt of Pakistan
liking proper funding, healthy management, better environment and the most important is
protection. Also, there are some basic steps need to be held are first of all, it should need to
improve Lal Sohanra National park with building, musical foundations, expansion of inside lake
and launching paddle boat into the water. A tuck-shop and cafeteria will also be acquired during
renovation process. And also, a wide parking area covered with iron bar near the park. The
direction to the Parks and Horticultural Authority (PHA)to devise renovation action plan for the
rest of parks in a minimum time frame and submit him for smooth implementation after a detailed
review upon them is also a necessary step to be taken[Author].

Statement of the Problem

According to the perception of tourists and local community of Lal

Sohanra National is perfect public place to visit. The area of this park is too lengthy and with
excellent arrangement of greenery and wildness. But the attitude of the local tourists towards Lal
Sohanra National Park is negative. Most of the local visitors are having same issue that
government is not giving their concern, the locations of the park are same from several years.
There are no changes done by the management according to the seasons. There is no guest house
too. But they also admire the collection of trees over there.
The arguments on problem statement start with, to define how it is possible to bring betterment
in National park? How that is possible to raise the standard of this park among all kind of
tourists? How can it be possible to upgrade the value of Lal Sohanra National park? All these
questions can be defined in a single line, that all is possible through a better management and a
keen concern of Pakistan Horticultural Authority(PHA). As Lal Sohanra National Park is
situated in a south Punjab, and it is considered some kind of backward area. To get interest of
local tourist there is need of bring some new items in this park. The demand of local tourists is
facilities of greenery, beauty, security and calmness. So, arrangement of these specific things
makes this place famous in local tourists. Local tourists can become bored from visiting same
place, watching same things in park. So, there is need of bring new things and new changes
according to the demand of environment to keep engaged local tourist. To get interest of national
visitors through marketing. For marketing of this national park there is need of conducting
cultural events on annual basis. Also, can give its add on social media or in newspapers and
magazines. This is not a lengthy and typical task for PHA. But for the international tourism this
place needs lot of time and managemental area. Frist of all PHA had need to insure the security
and protection factor of tourists to World Travel and Tourism Council (WTTC). Secondly, there
should conduct a survey of national parks of developed countries and implement the equipment’s
and wildness according to their standard. So, the implementation of that all will be time taking
but this is not impossible.
References

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