Tourism Spectrum March-2016 Issue PDF

Vol. 2, No.
1, March, 2016
TOURISM SPECTRUM
A Bi-Annual Refereed International Journal
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Editor
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UIHTM, Panjab University
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TOURISM SPECTRUM
A Bi-Annual Refereed International Journal
Vol. 2, No. 1, March 2016
Contents
1. Tourism Sustainable Governance Practices in Malawi as Tourist Destination: 1-10

The Challenges and Opportunities for Tourism Development
James Malitoni Chilembwe & Isaac Kanjochi Mponda
2. Tourism-Historic Significance of Small Townships in a Dispersed Spatial Pattern: 11-20

Speculations Using an Australian Example
Michael Fagence
3. An Empirical Analysis of Impact of Pilgrimage Destination Image on 21-27

Tourist Satisfaction
Suvidha Khanna
4. Consumers’ Value Assessment on Location-Based Service Application as a 28-36

Mobile Marketing Tool
Matthew Attahiru Gana, Toney K. Thomas & Kashif Hussain
5. Kashi, Benaras and Varanasi: A Relook in to the Historicity, Heritage and 37-44
Preservation Issues
Dr. Shyju P J
6. From Obscurity to Capital to Tourist Destination: The Journey of Shimla 45-63

Raaja Bhasin
Call for Papers: Tourism Spectrum 64-66

Tourism Spectrum Tourism Sustainable Governance Practices in Malawi as Tourist Destination:
Vol. 2, No. 1,Spectrum
Tourism March 2016, pp. 1-10 The Challenges and Opportunities for Tourism Development
Tourism Sustainable Governance Practices in Malawi as

Tourist Destination: The Challenges and Opportunities
for Tourism Development
James Malitoni Chilembwe & Isaac Kanjochi Mponda
ABSTRACT
This paper attempts to examine tourism governance issues and how it affects the development
of tourism and hospitality practices. Worldwide, tourism is one of the known sectors that
has experienced a steady growth in which case, if the proceeds are fairly distributed to
relevant stakeholders, and efforts focus on a sustainable future, the experienced growth can
be converted to development. This study, therefore, focuses on governance, its affects on
development of tourism in Malawi. It reflects on the sustainability challenges facing the
sector, and how governance issues are addressed. The methodology employed was exploratory
based on secondary and primary sources of data. The results have shown significant linkages
that exist between policy formulation, governance, implementation, tourism and hospitality
development with its opportunities and challenges. It was also discovered that Malawi was
not rated favourably in the region due to lack of direct routes to major international tourist
destinations. Furthermore, results have shown that there is correlation between governance,
hospitality and tourism development, however, in Malawi, there are challenges to sustainable
governance. The findings have revealed that tourism industry practices do contravene the
policy, and has impacts to the sustainable development of the industry. It has also shown
that there is no proper follow up on the policy objectives, strategies and the roles of the key
players. This results into lack of coordination hence presenting a drawbacks to the expected
tourism development. The findings have further indicated that stakeholders have own ways
concerning governance and policy execution at regional and community levels that can lead
to desired tourism development. Finally, the study identifies some remedies to tourism challenges
in the country such as better approach to tourism development within national development
agendas.
Keywords: Tourism Management; Tourism Development; Tourism Sustainability; Tourism
Governance; Tourism Policy; Hospitality Management; Tourism Challenges and Tourism
Opportunities.
Introduction from the urban areas (Ministry of Tourism 2008)

thereafter abbreviation ‘MoT’ will be used. The
Currently, almost all development sectors are urged meaningful development of a particular country is
to consider their approaches along with sustainable based on the policy development, governance issues,
development frameworks. Tourism offers an alternative the available opportunities and how the challenges
source of income and as an alternative to economic are dealt with. Even though the Ministry of Tourism
activities such as agriculture. Development of tourism was formerly established in Malawi in 1995,
also propels rural development by distributing wealth nevertheless, MoT (2008) observes that since then
James Malitoni Chilembwe Lecturer in Travel and Tourism Management, Mzuzu University, Luwinga,
Mzuzu, Malawi
Email: chilembwe.j@mzuni.ac.mw
Isaac Kanjochi Mponda Lecturer in Hospitality and Tourism Management, Malawi Institute of Tourism,
Blantyre, Malawi
Email: isaacmponda@yahoo.co.uk
Vol. 2, No. 1, March, 2016 1 ISSN No. 2395-2849

Tourism Sustainable Governance Practices in Malawi as Tourist Destination:
Tourism Spectrum The Challenges and Opportunities for Tourism Development
the sector was not well represented as it was located awareness of governance issues, tourism policy and
in the Ministry of Commerce, Trade and Industry as how these affect the development of tourism and
a mere department. hospitality industry. The specific objectives of the
Good governance is critical in the implementation research, therefore, will endeavor to: find out the
of tourism development plan if it is to achieve social key issues in tourism development policy of Malawi;
and economic development of any country. It enhances to understand how governance affects the sustainable
efficiency in institutions and sustains a stable economic tourism and hospitality development in Malawi; to
environment necessary for the economic growth, and identify the tourism and hospitality practices, and
effective functioning of the public sector. Although how they affect the tourism development in Malawi;
close to those countries with flourishing travel and and finally to investigate the real challenges facing
tourism sectors, Malawi has a comparatively the tourism and hospitality industry in Malawi.
underdeveloped diversity of natural, cultural, and man-
Literature Review
made attractions. It is challenged to embrace effective
policies that would enable public and private sector This section provides conceptual framework for this
alignment to achieve a viable niche as an economically research paper. The first section focuses on tourism
productive, multi-experience destination in its own policy, followed by governance. Secondly, it reviews
right (World Bank 2010). To this end, one practice tourism and hospitality practices, before looking into
that may put Malawi on competitive advantages is sustainability issues in hospitality and tourism
sustainable tourism development which International development.
Labour Organisation, abbreviated as ILO (2010: 58),
describes as “development that meets the needs of Tourism Policy
the present without compromising the ability of the
Planning is the process of preparing a set of decisions
future generations to meet their own needs”.
for action in the future directed at achieving goals
Sustainable tourism development is dedicated to the
by preferable means according to Hall (2008). The
enhancement of local prosperity by maximising the
tourism industry is a major economic, environmental
contribution of tourism to the destination’s economic
and socio-cultural force, and is highly political in
prosperity, including the amount of visitor spending
that is retained locally. ILO further says that it should nature. Therefore, it may be assumed that the nature
be composed of three pillars: social justice, economic of tourism in any given community is the product of
development, and environmental integrity (p. 58). complex interrelated economic and political factors
as well as particular geographical and recreational
As noted by The United Nations Environment
features that attract outsiders. These have received
programme – United Nations World Tourism
attention considerably. However, studies of the politics
Organisation encoded as UNEP-UNWTO (2005),
of tourism of the public policy process are scant.
sustainable tourism should make optimal use of
environmental resources that constitute a key element The implication of politics on tourism has been rarely
in tourism, maintaining essential ecological processes perceived and almost nowhere fully understood.
and helping to conserve natural resources and Public policy is the focal point of government
biodiversity. It should respect the socio-cultural opportunity as Edgell et al. (2008) suggest. Public
authenticity of host communities, conserve their policy making process is mostly a political activity.
established and living cultural heritage and traditional It is influenced by economic, social and cultural
values, and contribute to intercultural understanding characteristics of the society, as well as the formal
and tolerance at the same time ensuring viable, long structures of government and other features of the
term economic operations, providing equal socio- political system according to Kuwali (2011). Moreover,
economic benefits to all stakeholders, as well as stable there is no universally accepted definition of public
employment, income opportunities, social services to policy. This is the reason Hall (2008) defined public
host communities, and contributing to poverty policy as whatever governments choose to do or not
alleviation. to do with respect to tourism.
Research Objectives The conceptual understanding of the policy–making
process is fundamental to the analysis of the public
This current study was aimed at enhancing an policy in any policy arena, including tourism because

policies imply theories as noted by United Nations Governance
Development Programme thereafter abbreviated as
UNDP (1997). Policies point to a chain of causation There is a growing understanding that economics,
between initial conditions and future consequences. policies, legal, and social institutions are essential to
Policies become programs when, by authoritative the economic success and failure of nations. The term
action, the initial conditions are created. Programs governance does not carry any universally accepted
make the theories operational by forging the first definition. However, according to Munshi (2004), the
link in the causal chain connecting actions to term ‘governance’ in the context of economic growth
objectives. and development is an essential part of the broad
cluster institutions. The elements, in this case, include:
According to MoT (2008), the main objectives are
political institutions of the society and state capacity
to optimize the contribution of the tourism sector to
to provide public goods in diverse parts of the country.
national income, employment and foreign exchange
earnings. The policy encourages the creation of an Bosselmann et al. (2008) describe good governance
enabling environment for private sector involvement as referring to transparence, participation,
in the industry, community participation and enhancing accountability and predictability. Munshi (2004) further
the role of the public sector in facilitating sustainable states that good governance is not only ridding
tourism development. In this regards, the national societies of corruption but also giving people the
tourism policy sets out roles for the ministry under rights, the means, and the capacity to partake in the
facilitation and implementation, coordination, planning decision making processes that affect their lives,
and policy making, regulation and monitoring, and to hold their governments accountable for whatever
development promotion, and provision of infrastructure they do. He continues to argue that ‘governance’ is
and supporting services. more than a legal idea and more than a development
strategy. It has also been identified as a set of social
Facilitation and implementation include conserving
norms comprising the rule of law, honesty, and
wildlife and other natural and aesthetic resources.
accountability. The norms of good governance guide
Although this involves direct action through the
and constrain the use of power by limiting the
Department of National Parks and Wildlife (DNPW)
government’s power and the markets power and
and the Department of Culture, it is necessary to
control. Norms of good governance also promote
ensure that key tourism-related natural resources,
norms of law conformation which are activated when
monuments, and sites of antiquity are preserved and
people become aware of the consequences of their
conserved wherever necessary. Therefore, these can
actions and feel a sense of obligation to prevent those
be achieved if there is coordination which covers
consequences. Above all, good governance is a
international and regional coordination within the
significant condition for achieving sustainability.
Government and between sector stakeholders.
Secondly, there should be planning and policy making Governance refers to the structured ways and means
which involves policy formulation and integration in which the differing preferences of inter-dependent
with districts and national government plans. Thirdly, actors are translated into policy choices to allocate
there should be regulations and monitoring activities values, so that the plurality of interests is transformed
which include setting regulations and providing into a well-coordinated action. Better governance is
guidelines ensuring the industry is environmentally a prerequisite for, and probably a product of, steps
responsible and enforcing compliance with the existing towards sustainability. Governance is how one gets
regulations. Likewise there should be development to act, through what types of interactions (deliberation,
promotion which involves promoting the development negotiation, self-regulation or authoritative choice)
of tourism destinations within Malawi that have a and the extent to which actors adhere to collective
potential to engage local communities, and promoting decisions (Kemp et al. 2005).
major tourism projects. Finally, there should be It involves the level and scope of political allocation,
provision of infrastructure and supporting services the dominant orientation of state, and other institutions
which includes working with other ministries and and their interactions. Governance structures organise
stakeholders to provide roads, airports, negotiation processes, determine objectives, influence
telecommunications, and electricity as World Bank motivations, set standards, perform allocation functions,
(2010: 22), hints. monitor compliance, impose penalties, initiate and/

or reduce conflict, and resolve disputes among actors of ecological degradation and other biophysical damage
as Kemp et al. (2005) suggest. The effective exercise (Kemp et al. 2005). Nsiku and Kiratu (2009) define
of power is through a network of inter-connected sustainable development as development which meets
actors, in which all the actors hold power, through the needs of the present without compromising the
knowledge resources, money and the rights granted ability of future generation to meet their own needs.
to them. The Department of Tourism indicated that The Government of Malawi developed the National
the implementation of the development plan is Strategy for Sustainable Development (NSSD) in 2004
dependent on agreements and action by other in response to the World Summit on Sustainable
governments or agencies or joint inter-departmental Development (WSSD) action plan that called for
action (Tourism Intelligence International 2008: 16). governments to set up an institutional structure for
Moreover, Bramwell and Lane (2011) note that there sustainable development and a medium term strategic
are several critical issues to be considered in tourism plan for the same. The objective of the NSSD is to
and governance in order to respond to the challenges provide the basis for Malawi’s sustainable development
that tourism is facing as well as the concept of framework to implement the WSSD recommendations.
sustainable tourism, for example, in conserving natural Specifically, the strategy provided Malawi’s medium
environment. They further believe that there is very term priority areas for environmental management
little evidence to show that policy makers should be and socio-economic development. It also provided
interested in developing a new paradigm of tourism the basis for accessing resources from development
based on de-growth or slow tourism (2011: 419). partners as pledged at the WSSD. In addition, it aimed
On the other hand, without good governance, tourism at assisting Malawi to stimulate sustainable growth
sustainability will be meaningless and cannot and reduce poverty in line with the PRSP of 2002
contribute to positive economic impacts especially (United Nations Conference on Sustainable
in developing economies. Barrera-Fernandez (2015) Development 2012).
argues in terms of heritage framework that there should Research Methodology
be a close examination on how the heritage framework
has evolved on for culture and tourism management This study was based on qualitative approach because,
in general in relation to legislation and the role of qualitative research methodology starts from the
administration involved. philosophical assumptions that researchers bring with
them their own worldviews and beliefs. These
Tourism and Hospitality Practices
assumptions include ontological beliefs,
Tourism and hospitality is a sector where human epistemological beliefs, axiological beliefs, rhetorical
resource practices, including training, vary greatly beliefs, and methodological beliefs. Therefore,
in quality and have been subject to considerable critical qualitative researchers acknowledge that their views
scrutiny. Dredge (2015: 75) points out that one invariably influence their research, and are the basis
challenge associated with practices is to train students for the research results. As such, qualitative researchers
to become graduates who can practice what they learn. rely on their beliefs and a variety of understandings
She argues that students should be trained to work in describing, interpreting and explaining phenomena
within complex tourism governance settings. The of interest.
development of tourism needs to be within a Population
sustainability framework which requires that tourism
professionals effectively engage in dynamic social It was comprised of local people in major tourist
discourses where trade-offs are made between destinations in Malawi which included hotel/lodge
competing demands. However, due to the complexity managers, Village Development Committees,
of tourism governance issues, the challenges of tourism employees of hotels/lodges, Ministry of Information,
and hospitality practices are faced by both private Tourism and Culture, Tour Guides Association,
and public institutions. Ministry of Forestry, Fisheries Department, District
Assemblies, Tourism and Hospitality Training
Sustainable Development
Institutions (see Table 3.1, Appendix).
The concept of sustainable development arose from
two main sources: increasingly worrisome evidence

Sample Size Observations
The sample was drawn from 9 government institutions, Observations were also used to relate interviewee’s
5 communities and 8 business operators. Table 3.1 responses to the real situation on the ground in
in the appendix provides details of the sample size hospitality and tourism industry in Malawi. In this
and the sampling technique which were based on method, the researchers observed participants in their
purposive in order to achieve the research objectives. natural and/or structured environments. It is important
to collect observational data (in addition to attitudinal
Data Collection
data) because sometimes what people say is not always
Questionnaire exactly what they do. For this research it was
The researcher designed and used a questionnaire to naturalistic observation which was utilised in real-
address the goals of the study, in this case, the world setting. For instance, some local people would
researcher defined the research objectives for the study. respond to the question about the living standards
Semi-structured questionnaires were also used among that has not improved, in this case observations helped
educated people such as lodge managers, tourism confirm the results.
officials, hospitality and tourism association members, Data Analysis
the District Assemblies, and Fisheries Department.
The semi-structured questions were also used because Collected data was analysed based on policy document
some questions were emanating from the interviewee review, content analysis and descriptive information.
responses and this type of data collection helps one Data was categorised largely using pre-set categories
cover more subjects at the same type facilitating but also into emergent category since certain
possible data analysis. The researchers allowed the information just came in without the researchers
respondents to complete the questionnaires at their expectations mainly through probing during data
own pace but in the presence of researchers. This gathering.
was to make sure that they could probe for more Results and Discussions
information from the respondents whenever necessary.
In this case, it was easy to unveil certain information This section is a presentation of the collected data
that the researchers did not think of. Ministry of using the methods explained previously. Qualitative
Tourism Officials were given the self-completion data collected was analysed to be meaningful. It is
questionnaires concerning governance and policy issues through the analysis that addresses development issues
relating to hospitality and tourism development. This in tourism and hospitality regarding policies in
too was given to tourism business owners or managers, hospitality and tourism, sustainable governance, and
employees, and association representatives. The the challenges and opportunities for tourism
information obtained reflects facts, opinions and development. The analysis is an attempt to interpret
aspirations of the respondents about governance as the collected raw data in order to answer the research
well as sustainable tourism development. Open ended questions; does the hospitality and tourism
questions were also asked to Traditional Authority development in Malawi follow any policies? How
leaders, village headmen, villagers and private sector does governance affect the development of hospitality
members. In open ended questions the respondents and tourism in Malawi? Does Malawi utilise its
were given freedom to answer the way it pleased opportunities to develop its hospitality and tourism
them. sector? Are there challenges facing the hospitality
and tourism development in Malawi? And what are
Face to Face Interviews the roles of relevant stakeholders in overcoming the
Interviews were conducted among the villagers, challenges in order to achieve sustainable
association members, transporters, village headmen, development?
Village Beach Committees, as well as tourists who Tourism Development Policy Review
met at different lodging places and were interviewed
using semi-structured questions so that the required MoT (2008) document was reviewed focusing on
information could be collected. The responses of whether the document focuses on the development
interviews were then written down by researchers. of tourism, also to find out if the implementation

strategy addresses the main issues in the developed For example, the Lilongwe School of Tourism and
strategy. The paper states that the main objectives is Hospitality is yet to be implemented. It looks like
to optimize the contribution of the tourism sector the government has abandoned this priority plan and
towards national income, employment and foreign indeed if tourism should be viewed the same way as
exchange earnings. The policy encourages the creation it was once viewed. There is a change in the system
of an enabling environment for private sector of government. It should be highlighted that change
involvement in the industry, community participation is inevitable in any democratic society. Thus often
and enhancing the role of the public sector in times there are either positive or negative things that
facilitating sustainable tourism development. come with change. For example, due to change in
In analysing the policy document, there was an the period of ERP, the total contribution of travel
indication that some areas are not very clear including and tourism to the GDP kept on increasing from
the involvement of all relevant stakeholders in the MWK44,761.5 million in 2008, MWK48,963.1
policy development processes. On this, 65% of the million in 2009, MWK49,582.6 million in 2010,
respondents indicated that there was active participation MWK53,398.2 million in 2011, to MWK56,546.9
by the relevant stakeholders in the development stage million in 2012. Going by these realities, the
while 35 percent indicated that there was involvement. contribution of tourism has shown that it is somewhere
Therefore, both public and private sector (100%) around 4.4% to the GDP of the country as of 2012
interviewed indicated that: (WTTC 2013).
“to some extent, the policy is not focused as Governance for Sustainable Development
there are a lot of things that the government The results have also shown that there are challenges
would like to do at the same period, and some on governance that impact sustainable tourism
of these are outside its mandate making it a development in Malawi. For example, tourism related
challenge in implementation”. developments in destinations such as Lake Malawi
The findings indicated that while there is evidence National Park and Cape Maclear in Mangochi District
that the government is doing its roles in relation to took place in a haphazard manner. This is due to
the policy, there are some notable concerns regarding lack of capacity by the MoT to enforce the
the way the National Tourism Policy should be infrastructure development standards. Local people
changed to address the current needs of the society. do have ownership of the land and are involved in
In 2011, government issued a circular to all distribution to developers; nonetheless, it is the
government departments that they should stop government that has the mandate to give guarantees
conducting workshops along the Lakeshore resorts, to developers. There is also conflict in land use since
yet there was a newly built Lakeshore International there are villages such as Chembe and Nsaka within
Conference Centre and this prompted the Mangochi the National Park which were established as World
Hotel and Tourism Association to ask government to Heritage Site by UNESCO in 1985. In this case, the
reverse the circular as it had a negative impact on villagers also depend on the resources from the
their business. The other development policy issue National Park consequently affecting the sustainable
is about Lake Malawi National Park as a World use.
Heritage Site. It is a protected area and within it, The change of governments and lack of government
there is a village that also negatively affects to have national transfer projects policy lead to
conservation of the natural heritage. There was a unnecessary change of development agenda once
proposal by Press Trust to construct a five star hotel government changes hands. To this end, it is very
within the Lake Malawi National Park and other difficult to have sustainable tourism development. For
development projects such as a filling station, instance, other governments before had tourism as
nevertheless, these were not for recommendations on one of their priority sectors and had among other
all World Heritage Sites by UNESCO. things to construct a government owned Hospitality
According to the Economic Recovery Plan (ERP) and Tourism Training School in the Lilongwe. As of
which the government introduced in 2012, it stipulated now, it is not very clear whether the construction of
that tourism was one of the priority areas and there the training school will take place. In addition, tourism
were major development projects aligned to this cause. was a Ministry on its own, but now, it is combined

with the Ministry of Information and there are fears the plan as it is considered a brain child of the
that the set priority may be skewed towards one of opposing political party. While abandoning the idea
the section within the combined ministries. of constructing an airport would be blamed on the
The other example is reposition of power due to new regime, on the other hand, it is a blessing in
political changes. For example when the former disguise considering that there are limited hotels in
governments had plans to construct an International Mangochi that would house international tourists
Airport in Mangochi, the new government ignores landing at this airport. This would then mean having
to drive visitors from Mangochi to Blantyre or
Lilongwe for lodging accommodation and it would
be too costly on either part.
Table 1.2: Summary of Some Issues to Do With Governance for Sustainable

Tourism Challenges in Malawi
 Lake Malawi National Park, Chembe Village,  Rules and regulations, Mulanje Mountain, mining
other stakeholders land conflicts in a tourism area
 National Park and Game Reserves where animal  Politics, information ministry where tourism is
population have declined like demoted. This has implication on budgeting,
 By-laws problem in lobbying for meaningful tourism
 Governance, haphazard development local people development
give land but guarantees are likely to come from  Reposition of power due to political change, TDC,
the government International Airport in Mangochi is unreasonable
 The structures: passive involvement in tourism  Encroachment of Mulanje Mountain
development  Review of the existing laws in tourism
 Sustainability, polluting the land, rules of the  Tourism structure foreign companies should give
community 20% of shares to locals
 Mzuzu Airport, Karonga Airport and Likoma  Introduction of USD 75 visa is prohibitive as
Island underutilised by tourists compared to other Southern African countries
 Withdrawal of the only low cost carrier
Source: Researchers data
Mulanje Mountain is no longer a tourist attraction if of places of particular cultural and historical interest,
compared to fifteen years ago because of rampant including mission stations and centers for handcraft.
deforestation by some ill-minded people or companies Going by 2005 statistics, there were approximately
looking for timber business. 478 licensed accommodation units in Malawi but this
Hospitality and Tourism Opportunities figure has tripled over the years according to Magombo
(2011). This means that there are a number of
Malawi possesses a range of hospitality and tourism hospitality and tourism opportunities in Malawi that
opportunities, however, these remain largely lead to the boom of tourism establishment requiring
undeveloped. The outstanding feature is Lake Malawi proper governance and tourism policy to guide
which offers considerable scenic appeal with the entrepreneurs. Possession and continuous accumulation
possibility of water-based activities. Other resources of relevant tourism skills and knowledge is essential
include: the Wildlife reserves (National Parks) such in the creation of human capital, which is a critical
as Nyika, Kasungu, Lake Malawi, Liwonde and resource for the development of a competitive
Lengwe) and (Game Reserves) such as Nkhotakota, sustainable destination as Lazear (2004)/Nsiku and
Majete, Mwabvi and Vwaza Marsh. There are also Kiratu (2009), observe. In Malawi, there are Mzuzu
mountain plateaus and to a lesser extent the urban University (Faculty of Tourism and Hospitality
centres, and a wide range of other attractions that Management) and Malawi Institute of Tourism (MIT)
remain to be developed (Tourism Intelligence as the only government owned tourism and hospitality
International 2008). Malawi has also a strong cultural training institutions that have the mandate to train
offering as part of its tourist product. It has a number tourism professionals. On the private sector front,

there are Blantyre International University and Skyway authority, restructuring of the Ministry, establishment
University which also offer courses in tourism and of advisory bodies, licensing of tourism facilities,
hospitality though to a limited scale. Furthermore, and regulation concerning operating standards. A
they lack proper facilities for the provision of practical critical view indicates that the implementation of many
skills. of these has not yet been implemented.
Tourism is labour intensive and directly contributes Challenges in Hospitality and Tourism Development
to employment by 2.4% (74,000) as of 2011, and
4.9% (78,000) as of 2012. It is estimated to create It was discovered that although the tourism industry
100,000 by 2022, an increase of 2.5%. Total has a number of opportunities and that there has been
employment is also pegged at 162,500 as of in 2011 development progress in the industry, there were also
which is 5.3%. In 2012 it is said to be at 169, 500 a number of challenges that face the industry, and
which is also 5.3%. And by 2022 it is expected to some among them include: lack of capacity by the
be at 217,000 (5.1%), an increase of 2.5% according MoT to effectively govern tourism development;
to WTTC (2013). In addition, it drives development change of governments that affect the development
by pulling other sectors such as construction, programs since each government comes up with its
infrastructure development, arts, agriculture, own development agendas; differences on land
transportation, and manufacturing and other service ownership cultures leading to challenges in developing
offerings. Above all, it contributes to poverty the industry; and lack of adequate resources for
alleviation and this is in agreement with the findings implementation of development plans. This was also
of Chilembwe (2010). observed by Ogtrap (2012).
Hospitality and Tourism Practices Conclusion and Recommendations
Practices in tourism have a role on the development The research has established that the nature of
of sustainable tourism development as confirmed by hospitality and tourism practices in Malawi are
Swallow (2009)/Samdin et al. (2012)/Rogerson and dependent on governance and other issues. Sustainable
Sims (2012). There was a widespread perception governance presents enormous but unavoidable
among the private sector that the Strategic Tourism challenges. Unsustainable governance is not a viable
Development Plan of 2008 has been largely ineffectual option in tourism development. Therefore, there is
since similar plans lacked implementation due to need for the nation to establish governance structures
limited resources, and due to some recommended and practices that can foster, guide and coordinate
actions that lay outside the mandate of the department constructive ideas and activities by a number of players
of tourism. working on complex issues, through a series of inter-
Relative to past challenges to the implementation, connections at various levels, with sensitivity to diverse
legislation formulation in the sector became the contexts and uncertainties. This may lead to progress
recommended pre-requisite to provide the foundation towards sustainability. Finally, overcoming the
for the sustained long term growth; hence provision challenges in tourism and hospitality requires concerted
of legal framework was the mandate given to MoT. efforts, in which good governance needs to be practiced
The proposed law would cover the powers and by all the players. Governments play crucial roles in
functions of the Ministry, creation of marketing the development and management of tourism so that
they make it more sustainable.
References
1. Barrera-Fernandez, D. (2015), School of Thoughts in Heritage and Tourism Management of the Historic City. European
Journal of Tourism Research 11, 162 – 165.
2. Bosselmann, K., Engel, R., and Taylor, P. (2008), Governance for Sustainability: Issues, Challenges, and Successes, Bonn:
IUCN.
3. Bramwell, B., and Lane, B. (2011), Critical Research on the Governance of Tourism and Sustainability. Journal of Sustainable
Tourism, 19(4 – 5), 411 – 421.
4. Chilembwe, J.M. (2010, September 27), Tourism for Poverty Reduction in Malawi. Tourism Supplement Day. Daily Times
Newspaper, Blantyre: Malawi, p.16.

5. Dredge, D. (2015), Tourism and Governance. In: Moscardo, G. and Benckendorff, P. eds. Education for Sustainability in
Tourism, CSR, Sustainability, Ethics and Governance. Berlin: Springer-Verlag. DOI: 10.1007/978-3-662-47470-9_5.
6. Edgell, D.L., Allen, S.M., Smith, G. and Swanson, J.R. (2008), Tourism Policy and Planning: Today and Tomorrow. London:
Elsevier.
7. Hall, C.M. (2008), Tourism Planning: Policies, Processes and Relationships (2nd ed.). Harlow, Essex: Pearson Education.
8. ILO (2010), Developments and Challenges in the Hospitality and Tourism Sector: Issues paper for discussion at the Global
Dialogue Forum for Hotels, Catering, and Tourism Sector. Geneva pp. 58.
9. Kemp, R., Parto, S. and Gibson, R.B. (2005), ‘Governance for sustainable development: moving from theory to practice’,
International Journal for Sustainable Development, Vol. 8, Nos. 1/2, pp.12–30.
10. Kuwali, D. (2011), Good Governance or Government Reforms? Transforming Governance Governmentally in Malawi. The
Role of Law Reforms in Constitutionalism, Rule of Law and Democratic Governance. Lilongwe: Association of Law Reforms
Agencies.
11. Lazear, E.P. (2004), Balanced Skills and Entrepreneurship. American Economic Review, 94 (2) 208 – 211.
12. Magombo, A. (2011), The Development of Tourism and Accommodation Sector in Malawi. Johannesburg: University of
Witwatersrand.
13. Ministry of Tourism (2008), National Tourism Policy for Malawi. Lilongwe: Malawi
14. MoT (2008), National Tourism Policy for Malawi. Lilongwe: Malawi Government.
15. Munshi, S. (2004), Good Governance, Democratic Societies and Globalisation. New Delhi: Sage Publication.
16. Nsiku, N., Kiratu, S. (2009), Sustainable Development Impacts of Investment Incentives. A Case Study of Malawi’s Tourism
Sector. International Institute of Sustainable Development.
17. Ogtrap, R.J. (2012), African Parks Annual Report: Ten Years of Conservation Progress: Johannesburg: African Parks.
18. Rogerson, J.M., and Sims, S.R. (2012), The Greening of Urban Hotels in South Africa: Evidence from Gauteng Urban
Forum, 23(3) 391 – 407.
19. Samdin, Z., Bakori, K.A., and Hassan, H. (2012), Factors Influencing Environmental Management Practices among Hotels
in Malaysia. World Academy of Science, Engineering and Technology, 65, 432 – 435.
20. Swallow, L. (2009), Green Business Practices for Dummies: Making Everything Easier. Indiana: Wiley.
21. Tourism Intelligence International (2008), Malawi Tourism Sector Program: Institutional and Legal Framework
22. Tourism Intelligence International (2008), Malawi Tourism Sector program: Institutional and Legal Framework. Lilongwe:
GOM
23. UNDP (1997), Governance for Sustainable Human Development, Policy Document. New York: UNDP.
24. UNEP-UNWTO (2005), Making Tourism More Sustainable - A Guide for Policy-makers. Geneva: UNEP – UNWTO.
25. United Nations Conference on Sustainable Development (2012), Malawi’s Progress towards Achieving Sustainable Development
Goals 20 Years Since the 1992. Earth Summit in Rio, Zomba: Malawi.
26. World Bank (2010), Malawi Travel and Tourism: Finance and Private Sector Development Africa Region. Report No.
62353-MW.
27. WTTC (2013), Annual Report. WTTC
APPENDIX
Table 3.1: Number of Interviewees by Gender
Government, Community and Business Operators Actual Number Interviewed
Male Female Total

A. Government
Ministry of Information, Tourism and Culture 2 1 20
Department of Parks and Wildlife 1 1
Ministry of Forestry 2 0
Department of Fisheries 1 1
Ministry of Transport 2 0

Malawi Bureau of Standards 1 1

City and District Assembly 1 2
TEVET Authority 2 1
Malawi Tourism Council (MTC) 1 0
A. Community
Village Development Committees 3 3 17
Village Headmen 2 0
Village Headmen Representatives 2 1
Citizens 2 2
Traditional Authority (TA) 1 1
B. Business Operators
Hotel/Lodge Employees 5 5 35
Car Hire 2 1
Tourism and Hospitality Training Institutions 1 2
Air, Land, and Rail Transport Operators 3 3
Hotel Association Members 1 1
Tour Guides Association Members 4 0
Lodge Managers/ Owners 4 1
African Parks 2 0
TOTAL 45 27 72

Tourism Spectrum Tourism-Historic Significance of Small Townships in a Dispersed Spatial
Tourism March 2016, pp. 11-20 Pattern: Speculations Using an Australian Example
Tourism-Historic Significance of Small Townships in a Dispersed

Spatial Pattern: Speculations Using an Australian Example
Michael Fagence
ABSTRACT
Many of the published commentaries about the conjunction of tourism, history and cities
focus attention on the coalescence of these three into a primary, singular and distinct
critical mass – referred to in this paper as ‘the usual case’. There is another case, set in
less-densely concentrated regions, where the history-linked associations are embedded in a
geographically diffuse pattern, in a dispersed critical mass, with only a few and small
critical nodes of important elements. This is the situation considered in the case study used
here. The challenge in such situations is to be able to tell the story, to sustain its propriety
and to capitalize on its tourism potential. One strategic way of achieving this would be to
recognize and then give effect to the potential of the region’s multiple small-scale nodes.
This paper uses investigative tools from geography and semiotics in a forensic social science
approach to ‘tease out’, to ‘read’ and to ‘make sense’ of the landscape of a rural region in
the State of Victoria in Australia, in order to better understand some of the tourism potential
of the circumstances of a particular episode of its history which focuses on the profile of
the legendary bushranger Edward (Ned) Kelly. The significance of this story is that it takes
place across a dispersed pattern of small townships and rural districts, and as a consequence
the conjunction of tourism, history and urban forms is small-scale and multi-nodal. It is the
purpose of the discussion here to demonstrate that such a patterning and disposition, whilst
not conforming to ‘the usual case’, is a spatial form with tourism potential, with additional
trail-like, ‘themescape’ and ‘touristed landscape’ properties.
Keywords: Tourism-Historic Significance; Forensic Social Science; Spatial Patterns; Symbols;
Folk Hero; Australia.
Introduction, Context and Content distinctiveness on the places, the resources and the
story (p.42). Ashworth and Tunbridge have declared
As with Ashworth and Tunbridge (2000, p.3), the that “the historic city is defined by selected images
general point of attention here is with the conjunction of the past” (2000, p.43); this holds true for the
of tourism, history and urban forms. There are points study considered here, even if the spatial parameters
of difference, however, and these lie with the details; and the subject matter drift a little from what may
the concern here focuses on multi-nodal forms of be referred to as ‘the usual case’.
heritage-based tourism set in rural rather than major
urban areas, and on folklore and folk heroes within It is the purpose of the discussion here to step outside
the scope of heritage-based tourism. Despite these the confines of ‘the usual case’ of the tourist-historic
important differences, the study here still clings to city as evidenced in most of the published literature
the ‘leitmotifs’ used by Ashworth and Tunbridge as (see later), and to pursue that disengagement so as
the situational frame of reference for their study – to prise open for consideration three important issues:
the form and morphology of where the action has spatial scale, history-related resource distributions,
taken place, the ‘particular use of history as a tourism and telling stories from history. The focus of the
resource’ (p.3), and the special combination of considerations here is not with ‘the usual case’ of
characteristics and significance which confers the mono-nodal city form with its critical mass of
Michael Fagence Honorary Research Fellow, School of Geography, Planning and Environmental Management, The University
of Queensland, Brisbane, Queensland 4072, Australia
E-mail: m.fagence@uq.edu.au

Tourism-Historic Significance of Small Townships in a Dispersed Spatial
Tourism Spectrum Pattern: Speculations Using an Australian Example
heritage attraction, its concentration on a major theme, special circumstances of the folk hero. As will be
a population size range of 5,000 to more than 1 explained there, and later in the case study, the ‘folk
million, an investigative scope principally concerned hero’ is an embattled component of folklore. In the
with maximizing economic advantage of resource use special case being considered here – the story of
(whether buildings, sites and settings, architectural Ned Kelly, the Australian bushranger, active especially
styles, building materials, cultural resources) and in the third quarter of the 1800s in rural Australia
minimizing social, political and environmental impact (particularly in the north-east region of the State of
and disadvantage, nor with any predisposition for Victoria) – the nature and scope of the actions of
assessments and interpretations of visitor numbers, the ‘folk hero’ attracted opprobrium, and he became
expenditure and consumption patterns, accessibility a declared outlaw. The second strand is largely
and movement patterns (see, for example, Ashworth methodological; in one component there is a
and Tunbridge 1990, 1999, 2000; the European heritage description of the forensic social science approach
case studies so carefully considered by Barrera- taken for this investigation, drawing especially on
Fernandez 2016; by Bruce, Jackson and Cantallops investigative tools from geography and semiotics, while
2001; by Bucurescu 2013; by Miriam Jansen-Verbeke in the second there is a brief review of the geographical
1998, and later; by van der Borg, Costa and Gotti frameworks which can be used to provide order to
1996; and even by the critique of the conference the spatial configuration of the action in the folk
held in the Flemish historic city of Bruges in 2002, hero’s story. These two strands merge in the case
by Bryon and Russo 2003). study which is designed to expose both the broad
Rather, the focus lies with a pattern of small townships picture and the nuances of the Ned Kelly story. A
dispersed across a region in which each of those concluding section confirms that the circumstances
townships contributes to telling a story from history of tourism-historic cities are so diverse that ‘the usual
by being aggregated through a shared theme; in the case’ is not necessarily the usual case, and that the
special case being considered here the distinctiveness achievement of the necessary critical mass (whether
of the shared theme lies in an episode of folklore quantitative or qualitative) is a matter of appropriate
embedded in Australian history (of the late nineteenth theming, suitable structuring and sustaining the
century) and especially its focus on the activities and propriety of the story being told.
exploits of a folk hero. Recent commentaries about This is a speculative piece, exploring a particular
the evidence of ‘tiredness’ and ‘comfort zones’ in case in which the conjunction of tourism, history
research practices in heritage studies (Sorensen and and urban form takes a turn which is not ‘the usual
Carman 2009; Jamal and Kim 2005) court case’ in studies of this kind. The speculation takes
disengagement with ‘the usual case’ as a necessary the form of an investigation of a special case so as
prerequisite to gaining improved levels of to assess the possibility that similar outcomes of
understanding of that case, and to providing insights understanding can be derived from different
into cases which communicate stories from history expressions of the conjunction referred to by Ashworth
in other ways. and Tunbridge (2000, p.3)
The investigation here draws principally on tools of Folklore and Folk Heroes: Some Backgrounding
enquiry from geography and semiotics, using these Considerations
to provide an intellectually-sound and discipline-based
investigative framework with which to expose the This brief section offers a temporary digression,
‘distinctiveness’ which Urry (1992) has canvassed designed to provide backgrounding about folklore and
as being one of the most important of the determinants folk heroes so that the significance of the case study
of successful tourism attraction. This approach fits used later can be better appreciated.
neatly within the investigative style referred to by Firstly, on the matter of folklore: explanations of
Alice Rivlin (1973) as ‘forensic social science’. the relativity of history, heritage and folklore abound
Following this introduction, the discussion here can in a vast published literature. Tunbridge and Ashworth
be divided simply into two strands. In the first there (1996) have usefully argued that “history and heritage
is a brief backgrounding interpretation of the broad conceive of, and use, the past in similar ways” (p.5),
scope of folklore, and embedded within that, the and the outcome is what may be referenced as

‘accepted judgements’. The case of folklore is a little The case being prosecuted here is that the underpinning
different. Even in the formal and largely academic story of the selected folk hero was conducted in a
literature which speculates on the nature and scope multi-nodal and geographically-diffuse pattern.
of folklore there is considerable discord (for a recent
Methodology: Forensic Social Science, Investigative
useful sourcebook see Bendix and Hasan-Rokem Tools; Spatial Frameworks
2012). For some distinguished commentators, the
distinctiveness of folklore lies in its situation as a The eventual methodology for this study has drawn
mediated product, and especially with its interpretations down suitable investigative tools from what may be
of ‘real history’ (Kirschenblatt-Gimblett 1998; referred to as forensic social science, and especially
Lowenthal 1996; Samuel 1995). If this can be the those which provide opportunities to unlock some of
accepted logic, then it is the commentaries on the the significant locational, distributional and resource-
historical associations of circumstance, events, linked factors which contribute to the telling of the
happenings, occasions, people, and places which are story of the folk hero. For the purposes of this study
of at least as much importance as the ‘facts’ of folklore these challenges were set in the context of forensic
for the purposes of folklore-based tourism. social science (Rivlin 1973). The approach being taken
Secondly, on the matter of the folk hero: there is a in this study has concentrated on seizing investigative
similar lack of accord across the interpretations of methods and tools from the social sciences, and
folk heroes per se, and about some in particular. particularly those capable of contributing to a
Underpinning this situation seems to be the realization ‘situation-framing device’ to expose important spatial
that not all that have been acclaimed as ‘folk heroes’ and substantive aspects of the story being told (see,
have been particularly heroic or lived exemplary lives. generally, Moustakas 1990; US National Research
One common characteristic is that most have become Council 2009). Rather than a concentration on a single
more widely known after their death than during the and primary disciplinary perspective the opportunity
periods of their most intense activity, and for many was taken to create a twinned perspective from drawing
their circumstances become transformed through together study methods from geography – and
commodification into one or more forms of especially from cultural geography, and geographic
commercial attraction (such as tourism, drama, art, profiling – and investigative methods embedded in
music). It is this transformation which has attracted many dimensions and perspectives of semiotics – and
attention: Coffin and Cohen (1978), in their classic especially the interpretations of signs and symbols
commentaries in The Parade of Heroes, have observed as ‘texts’ as they are associated with ‘the gaze’ (Urry
that “it is not what he was but what people need 2002). From this twinning of the two perspectives a
him to be and make him that is important” (p. xxxiv). conceptual ‘situation-framing device’ was formalised
Within what is a considerable body of literature from three important constituents – an enveloping
addressing the circumstances of the folk hero, there history-linked story, a range of associated heritage
is a special category which has attracted its own resources, and spatial patterns. These three constituents
breadth and depth of research – the folk hero as contribute to the characterization of ‘distinctiveness’
bandit, brigand, bushranger, highwayman, outlaw (see as defined by Urry (1992, at pages 172, 173) and to
for example, Campbell 1968; Cashman 2000, Evans the formation of a ‘theme’ for a ‘touristed landscape’
and Evans 1977; Hobsbawm 1969; Kooistra 1989; (Cartier 2005) from such geographical components
Seal 1996, 2001; Segal 2000, Spraggs 2001). The as places, buildings, geometrical patterns, tracks and
importance of the folk hero (of whatever type) to trails, remnant structures and sites (including ruins,
local economies through tourism is encapsulated in abandoned sites), and from such semiotic expressions
the commentary by Seal that “the outlaw and his as symbolic markers (portals or gateways), symbolic
legend cannot be allowed to die” (1996, p.103), and relationships (‘sense of place’), morphologies, symbols,
that is endorsed in the Pearce, Morrison and Moscardo signs, memorials, events, exhibitions, re-enactments.
(2003) observations about the utility of the folk hero As one of the principal challenges being faced in
as an icon. For the folk hero the natural patterning the study recorded here is to explain the spatial
of movement and action is both dispersed and diffuse, patterning which distinguishes it from ‘the usual case’
and it is this spatial configuration which creates the of the critical mass/mono-nodal form which seems
multi-nodal form considered in the case study section. to dominate the published record of tourism-historic

cities, it is useful here to present a conceptualization of interpretations about the circumstances of history,
of the structure of a multi-nodal spatial form. The heritage and folklore, the commitment to using
classic texts about spatial frameworks for tourism geographical and semiotic factors in the forensic
planning and development include Baud-Bovy and examination of the case study area, and some
Lawson (1988), Gunn (1997, 2002), and Inskeep (1991, speculations about spatial structures, this section
1994). From these, and others, it is possible to derive progresses to a case study which draws down on
what may be referred to as a spatial orthodoxy those previous considerations in order to explain the
(Fagence 1991). That orthodoxy, very sympathetic circumstances of a multi-nodal spatial form which is
to the dominant nodal form, is composed of an bound together by the telling of a story. It is, to
amalgam of the following: some degree a ‘themescape’ (Rodaway 1994), and a
 a general spatial arrangement of one or more major ‘touristed landscape’ (Cartier 2005), and as the
concentrations (of tourism and ancillary attractions circumstances will reveal, this case is far from ‘the
and services); usual case’ as it was explained briefly in a previous
 a linking major corridor route; section.
 a secondary network of distributary routes, Backgrounding the Circumstances of the Case Study
servicing the ‘lesser’ concentrations or the isolated
tourism attractions; Before turning attention to the case study per se, a
few backgrounding issues need to be addressed.
 a second set of ‘lesser’ concentrations (tourism
attractions and/or services); It is neither appropriate nor necessary to engage here
in more than a brief comment about the circumstances
 isolated tourism attractions;
that contributed significantly to the emerging pattern
 gateways or portals ‘announcing’ entry into the of settlements in rural areas in the nineteenth century
touristic region; across Australia generally; in so far as the case study
 a backgrounding hinterland; area is concerned the circumstances have been dealt
If this is the ‘basic’ mono-nodal building block of with methodically by McQuilton (1969) and elaborated
tourism attraction, and if, as Ashworth and Tunbridge through the stories about Ned Kelly by Fitzsimons
have alleged “the exact mechanisms through which (2013) and Jones (2008). Essentially, as Australia was
all these variables, whether endogenous to tourism moving away from the status of being a British Colony
or not, operate ... are imperfectly understood” (2000, and moving towards taking responsibility for its own
p. 79), then in situations where there is not a economic, political and social development there were
determinable principal node, and there are clusters of rural poor and land deprived that considered
“contradictory trends towards concentration and they were being neglected, so they resorted to
dispersion” (p.80), then the most likely spatial pattern heightened levels of lawlessness and conflict with
will be multi-nodal, drawing on perhaps all of the the police and judiciary. One outcome of this was
components of the mono-nodal form other than the the emergence of the social bandit (Hobsbawm 1969),
principal node. There are variants of the spatial models the outlaw, the highwayman and the bushranger (Seal
derived by Gunn (1997) which illustrate this 1996; White 1979), and it is with this group that
circumstance. In the case about to be considered, Ned Kelly’s career has become associated. Although
the geographical circumstances lack a dominating node, the history of the region is embedded with references
and the spatial patterning is determined particularly to many families facing circumstances similar to those
by the events and episodes of the story, with an encountered by the Kelly family, it is the drama of
outcome of multiple small-scale nodes each of which the many episodes in the Kelly Story which have
make a contribution to the overall story. One final captured most attention, given the Story such
point is worth making here; the cohesion of a multi- prominence, and contributed to a range of symbols
nodal pattern might be determined by the strength which underpin the tourism attraction of the region.
of the story being told. Symbols of the Kelly Story
Case Study
For the situation being considered here, most of the
Using the previous brief commentaries on a range symbols which underpin the tourism attraction are

identifiable principally because they are material (have  a loose corridor extending approximately 100 kms
substance), are physical (tangible), are accessible in width/depth by 300 kms in length, with an
(either in situ or in a museum collection), and are orientation approximately south-west to north-east
visible (contribute visually to the ‘cultural landscape’, dictated by the alignment of a ‘spine’ based in
or can be seen in collections of public records). A part on the old transport route linking Melbourne
summary of the most significant symbols of the Kelly with Sydney (Old Sydney Road, now the Hume
Story would include, for example: Highway, M 31), and embedded within the terrain
 the Kelly family homesteads (Beveridge, Avenal, of the Strathbogie, Warby and Wombat Ranges,
Greta); and the Kiewa, King, Murray and Ovens river
 bushranger and outlaw look-outs, remnant camp valley systems;
sites, and ‘safe haven’ caves;  a number of important small nodal servicing
 memorials and monuments; townships – Avenal, Benalla, Beveridge, Euroa,
Glenrowan, Greta – all lying within that corridor
 sites of the sieges (Stringybark, Glenrowan);
and tied loosely to the ‘spine’
 significant markers (the Kelly tree at Stringybark
 a number of former gold mining centres, also
Creek);
within that corridor, but requiring access by way
 prison holding cells (Beechworth, Benalla); of tracks leading ‘inland’ through forested areas
 courthouses (Beechworth, Benalla, Melbourne); and along river valleys - Beechworth, Mansfield,
 the bridge over Hughes Creek at Avenal (the site and the small largely-temporary and now very
of the rescue by Ned Kelly); diminished townships in the Woolshed Valley.
 sites of the bank robberies (Euroa and Jerilderie); At the time of the events in the Kelly Story few of
 sites of the homesteads used as staging posts before the nodes as they are identified here were substantial
the bank robberies; in population size (except for the occasional influx
 gravesites of Kelly family members and others of gold prospectors and the businesses servicing them),
linked in some way to the Kelly Story (Avenal, and none was especially dominant; each township
Benalla, Beechworth, Greta, Mansfield, contributed independently to the evolving Kelly Story.
Melbourne); The consequence of this has been a dispersed
settlement pattern with no obvious dominant centre,
 gaols (Beechworth, Melbourne);
and a pattern which is consistent with the then
 the cells and place of execution at Old Melbourne dominant activities of farming, gold prospecting and
Gaol; mining, and the administration of local government
 items held in collections in museums and galleries and its various services. This pattern has persisted
– such as the suits of armour worn by members into the twentieth and twenty-first centuries, and it
of the Kelly Gang at the Glenrowan siege, the is the loose pattern of historic events which underpins
Jerilderie and Cameron letters, the Green sash the equally-loose spatial structuring of tourism in the
awarded to Kelly at Avenal, Kelly death masks modern period. [Note: What is presented here is a
(Benalla, Beechworth, Euroa, Melbourne), and brief and indicative selection; for a comprehensive
artworks (Benalla, Canberra). commentary on the Kelly Story see the sources listed
Much of the stock of material evidence from the previously; and for a commentary on the Kelly-linked
third (final) phase of the Kelly Story has been heritage resources in particular see Fagence 2011].
commoditized for the purposes of tourism. For the purposes of the commentary here nine nodes
The Multi-Nodal Patterning of the Events of the have been isolated: in alphabetical order these are at
Kelly Story Avenal-Beveridge, Beechworth, Benalla, Euroa,
Glenrowan, Greta, Jerilderie, Melbourne and a Triple
In summary, the simple geographical configuration Node composed of Mansfield, Stringybark and adjacent
of Kelly Country across which the various episodes creeks and Power’s Lookout. Each of these is included
of the Kelly Story took place can be described as in the topological representation of Kelly Country
follows: presented as Figure 1; the brief annotations there

should be cross-referenced with the commentary interpretive trail (linking the site of the shoot-out
presented here (and the more detailed explanation in and the camp sites of the Kelly Gang at Bullock and
Fagence 2011). German’s Creeks), a memorial and amphitheatre at
In the first phase of the Kelly Story the most Stringybark, and the gravesites of the three murdered
significant action was focused in the small nodes at policemen and a public memorial in the nearby
Beveridge (the earliest of the recorded Kelly township of Mansfield. After escaping from the
homesteads), in Avenal (the second of the recorded Stringybark Creek siege, and in order to gain funds
Kelly homesteads, the site of the river rescue by to support the sympathisers of their cause, the Kelly
Ned Kelly, and the gravesite of his father in the local Gang resorted to bank robbery. The sites of the two
cemetery), and at Greta where three homesteads were robberies – at Euroa (December 1878) and at Jerilderie
built, but not one of which remains. There is scarcely (February 1879) – share, not only the sites of robberies
any other evidence remaining of the local activity of (even though neither of the robbed bank premises
the Kelly family at these three nodes during this first remain) but also the use of nearby properties as staging
phase. Greta, now a very loose node of possibly three posts (neither of which remain), and each is the place
small centres, hosts the principal cemetery of the of composition of what might be referred to as
gravesites of the Kelly family, friends and manifestos outlining the grievances of the Kelly Gang
sympathisers; but there is no tangible evidence and its supporters against the police, the judiciary
remaining of the homestead which was the site of and the prevailing socio-economic and political
the Fitzpatrick episode which triggered the eventful systems. These manifestos – the Cameron and the
third phase of the Kelly Story. Jerilderie Letters – are now on exhibit in Melbourne
Bridging all three phases of the Kelly Story is the State Library. Until 2012 Jerilderie held a bi-annual
township of Benalla. Its location is almost central to public festival to mark the occasion of the bank
the corridor of Kelly-related activities. This township robbery.
is almost a true nodal point in that it functioned as The two most significant markers of the Kelly Story
the regular provisioning centre for the Kelly family, – both at the time of the Kelly activities and more
and was focal point of confrontations of the Kelly recently with the emergence of the tourism interest
family and friends with the local police and – are the nodal townships of Glenrowan and
magistrates. Many of the buildings in situ at the time Beechworth. It was at Glenrowan that the so-called
of the Kelly activities remain, although their primary ‘last stand of the Kelly Gang’ took place (June 1880).
use has changed. Benalla’s commitment to a sustaining Despite the historical significance of the occasion
interest in the Kelly Story is evident in the range of and the place, events have conspired to denude the
important exhibits at the Pioneer Museum (including township of much of the physical evidence of the
the Avenal Sash), the gravesites at the town’s cemetery episode, with the location of the siege action and
of Joe Byrne (a member of the Kelly Gang), Kelly the point of capture of Ned Kelly now being little
relatives and some members of the public involved more than cleared sites and being marked only as
in the siege at Glenrowan (see later), and especially momentary halts on a simply-formed heritage trail.
the significant artworks at the Art Gallery, including Tentative plans to develop a permanent exhibition at
Sydney Nolan’s tapestry depicting the Glenrowan siege Glenrowan have not yet materialized. In contrast,
and Albert Tucker’s portrait of Joe Byrne. Beechworth has outgrown its role as the service centre
The hectic pace of events in the third and final phase for gold-mining in the region, to become perhaps
of the Kelly Story (October 1878 to November 1880) the dominant regional centre of the Kelly Story. It
repositioned geographic attention as the chronological has been claimed that “many sites that the Kelly
sequence of events created new concentrations of Gang and their friends would have known still remain”
Kelly-linked activity in Beechworth, Euroa, Mansfield, (Corfield 2003, p.48), and many in the core of the
and Jerilderie (NSW). If the trigger event for this township (including the courthouse) have been
third phase was the so-called Fitzpatrick incident at incorporated in a designated Historic and Cultural
the Kelly homestead in Greta, then the momentum Precinct; a number of private houses and business
accelerated with the siege and shoot-out between the linked to principals in the court case remain in use.
Kelly Gang and the police search party at Stringybark Close to the township is Woolshed Valley; this area
Creek (October, 1878). This event is marked by an includes a number of sites of significance to the Kelly

Story, but not all are now readily accessible or visible. has been inevitable as the case being examined has
The annual calendar of Beechworth is marked in certainly not been mainstream, or, as a term used
August by a commemorative Ned Kelly week-end. frequently in this piece suggests, ‘the usual case’.
The city of Melbourne, geographically beyond the This study fits nicely into the basic focus nominated
action corridor, is an important node in the Kelly by Ashworth and Tunbridge (2000) in their second
Story; it is here that the Story ends with the final version of The Tourist-Historic City – the conjunction
trial (October 1880) and execution (November 1880) of tourism, history and urban forms. This study is
of Ned Kelly. Few of the buildings significant to comfortable with Ashworth and Tunbridge’s
this final part of the Story remain, and the primary conceptualizations and interpretations of tourism per
function of the Old Melbourne Gaol is now as a se, and tourism attraction as a product of engagement
tourist attraction. In the principal city cemetery are with the resources of history and heritage. From that
the gravesites of the trial judge and Kelly’s legal point, this study has adopted an independent line of
counsel, and the suits of armour worn by the Kelly investigation, and in two respects. Firstly, it has
Gang at the Glenrowan siege are exhibited in the ventured into folklore as an aspect of heritage, and
State Library and the Police Museum. proceeded to examine not only a story in folklore,
but one which has a legendary figure (a folk hero)
A Few Concluding Words as its principal interest, and it has then followed the
It is challenging to fix the geographical patterning geographical meanderings of that figure as he has
of the nodal townships in the study area to any of traversed a largely rural region and engaged in a
the types referenced by Ashworth and Tunbridge range of activities that were unlawful – so, he became
(2000). None of the small townships could a social bandit, an outlaw. Secondly, those meanderings
independently meet the criteria of, for example, the brought into his sphere of operation a number of
heritage resource-based ‘historic gems’ (Chapter 7); small townships and places which functioned as a
the reasons for this include the acutely small size of set of largely independent townships and places but
each node, the existence of each node (or group) as which have become so associated with his story that
an independently functioning township, the association they can be conceptualized as forming a conspicuous
with a historic/heritage/folkloric story which is itself territory composed of multiple small nodal units.
dependent upon a dispersed patterning of ‘safe havens’, The principal outcome of these divergences from ‘the
homesteads, and townships, the uneven dispersal of usual case’ or mainstream of the tourist-historic city
key elements in the overarching story, the low level is an awareness that there exists a companion or
of contiguity of the townships, and the lack of a parallel circumstance to the mono-nodal urban form
material resource beyond the story. The study area committed to the commoditization of heritage resources
has a degree of cohesion only because of the Kelly for the purposes of tourism; and that divergence is a
Story, and there is no single material heritage resource multi-nodal form composed of small township nodal
to bind the nodes together. points set in a rural region, with those multiple nodes
This study area may be considered more suitably as contributing to the telling of a similarly-mediated
a ‘themescape’, and be presented as a multi-nodal story from history. It is this divergent model which
‘touristed landscape’ because it is necessary for all has been the focus of attention here.
of the nodes to be present for the Kelly Story to In order to probe the circumstances of this special
have a suitable degree of completeness. The clear case the investigative focus was confined to two
implication is that this study area is far from ‘the components of forensic social science – geography
usual case’; it is a special case which has associations and semiotics. Clearly, having repositioned the history
with the cultural heritage trail forms considered by and city components of the Ashworth and Tunbridge
Timothy and Boyd (2014). These are matters to be tripartite framework it is likely that some commentaries
explored in the final section. will consider that what has happened has been a
migration from a strictly-observable city form to
Assessment, Interpretation and Conclusion
another form which may be more properly linked
In some ways, the discussion here has been speculative with Rodaway’s (1994) conceptualization of a
and experimental; that has been the intention, and it ‘themescape’, or with Caroline Cartier’s (2005)
conceptualization of a ‘touristed landscape’, or as a

special variant of the cultural heritage trails considered for the choice and engagement was influenced by the
by Timothy and Boyd (2014). The counter argument general challenge of Knudsen et al (2008) to develop
would be that the conjunction of tourism, history a portfolio of means to ‘tease out’ the intricacies of
and urban form has not been abandoned just by the landscape, of Lewis (1979) ‘to read’ the landscape,
focusing on a looser form of urbanism, and by and of Meinig (1979) ‘to make sense’ of the landscape.
substituting a significant historical figure for ‘the usual These codicils reinforce the sustainability and propriety
case’ of architectural styles, building materials, of the story, and as Pocock et al (2015) have recently
collections of artefacts or artworks or commercial observed, it is ‘the story’ which is of paramount
activities, spatial configurations and so on. In fact, importance, not only for its own sake, but also so
the advocacy here would be that by ‘testing’ the that any tourism attraction is well-founded. From the
tripartite framework in a different set of circumstances case study considered here, even allowing for any
that framework becomes enriched; additionally, as distortions due to selectivity and interpretation, even
Pearce, Morrison and Moscardo (2003) speculated, perhaps unintentional misinterpretation, it can be
there is considerable latitude in the planning, reasonably concluded that the conjunction of tourism,
management and marketing of heritage-based tourism history and urban form and structure in different
to include the resource of the iconic individual (here, semiotic and geographical formulations is a powerful
personalized as the folk hero). means of creating a “vista wherein a range of histories,
In conclusion, a number of codicils are appropriate to chronologies, events and meanings may be viewed and
the discussion presented here. Engagement of the two displayed” (Laurajane Smith 2006, p. 168), and that
particular investigative perspectives – from geography the multi-nodal form in a rural setting is one such
and semiotics – was a deliberate decision; the rationale suitable means.
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Jerilderie To Jerilderie To Sydney Beechworth

Node Node
Site of se cond Be echworth

bank robbery Historic and
Cultural
Jerilderie Albury Precinct
Letter New South Wales
Historic
townships and
sites in
Glenrowan
Woolshe d
Node
Valley
Site of siege
Capture of Ned
Kelly Greta Node
Kelly fam ily

hom esteads
Benalla Cem etery
Node
Pioneer
m useum Triple Node
Period
buildings
Powe r’s
Courthouse
Lookout, base
Sites of
cam p
confrontations
King Valley
Art Galle ry
Cem etery
Stringybark Ck
siege site
Germ an’s Ck
Euroa Bullock Ck
Node
Mansfield
Site of first m emorials,
bank robbe ry ce m etery
Ne arby
Faithfull’s
Creek Station
Avenal-
Cam eron Beveridge
Letter Node
Kelly fam ily

hom esteads at
Melbourne Node
Beveridge,
Avenal
Old Me lbourne Gaol, Municipal
Cem etery, Courthouse, State
Avenal
Library (Kelly arm our and Cem etery,
artefacts), Public Re cords Office,
Bridge over
Police Museum, Me m orials
Hughes Ck

Tourism Spectrum An Empirical Analysis of Impact of Pilgrimage
Tourism March 2016, pp. 21-27 Destination Image on Tourist Satisfaction
An Empirical Analysis of Impact of Pilgrimage Destination

Image on Tourist Satisfaction
Suvidha Khanna
ABSTRACT
The study of tourist satisfaction is a critical issue. Tourist satisfaction is important for
successful destination marketing because it influences the choice of destination, the consumption
of products and services and the decision to return. An understanding of satisfaction must
be a basic parameter used to evaluate the performance of a destination. Destination Image
can be defined as the expression of all objective knowledge, impressions, prejudice, imaginations,
and emotional thoughts an individual or group might have of a particular destination (Lawson
and Bond-Bovy 1977). It is suggested by various researchers (Chi and Qu 2008/Yu and
Dean 2001) that positive destination image would result in tourist’s overall holiday satisfaction.
But not much empirical research is done to evaluate the effect of the pilgrimage destination
image, specifically, on the satisfaction of the tourists. With this background, the present
study is about evaluating the effect of destination image on tourist satisfaction at Jammu.
Since Jammu is known for pilgrimage destination, and thus the effect that this image has on
the tourist’s overall satisfaction is studied under this research. The results of the study show
that Although previous researches point out that the positive Destination Image will lead to
higher Tourist Satisfaction (Rynes 1991/Yu and Dean 2001), but this assertion does not
completely holds true for the Pilgrim Destination where the prime motive of the tourist is
just to visit the Shrine and is not considered with other aspects of the Destination.
Keywords: Destination Image, Tourist, Satisfaction, Jammu.
Introduction representation of a destination on the basis of

information cues delivered by the image formation
Destination Image is generally defined as the general agents and selected by a person (Alhemoud and
impression that a tourist has about a destination (Rynes Armstrong 1996: 76/Bramwell and Rawding 1996:
1991:399) or it can be defined as the expression of 201/Court and Lupton 1997: 35/Gartner 1993: 191/
all objective knowledge, impressions, prejudice, Gunn 1972/ Young 1999: 373). Kotler (2000) defines
imaginations, and emotional thoughts an individual image as a series of beliefs opinions and impressions
or group might have of a particular destination of a person about an object. Destination image can
(Lawson and Bond-Bovy 1977). It is commonly be defined as the subjective interpretation of the reality
recognized that destination image, “the sum of beliefs, by the tourists (Bigne 2000). It is the crucial concept
ideas, and impressions that a person has of a in choosing a destination (Watkins et al. 2006: 321).
destination” (Crompton 1979: 19), is an important Because image is a fact that helps destinations become
aspect in successful destination marketing. Several different from each other and it affects the decision
researchers have studied destination image as an process of the tourist (Tarakciogler and Aydon 2003:
independent variable influencing several consumer 166). Also it is assumed that the positive destination
behaviour variables, such as destination choice, image will lead to higher tourist satisfaction (Rynes
decision-making and satisfaction (Chen and Hsu 2000: 1991: 399). In the present study, the effect of
411/Chen and Kerstetter 1999: 256/Court and Lupton pilgrimage destination image on the satisfaction of
1997: 35/Ross 1993:54/Schroeder 1996: 71). Image the tourists/pilgrims is investigated. Jammu is a place
formation is defined as a construction of a mental known for pilgrimage especially a famous shrine of
Suvidha Khanna Assistant Professor, SHTM, University of Jammu, Jammu

Email: urs_suvidha@rediffmail.com

An Empirical Analysis of Impact of Pilgrimage
Tourism Spectrum Destination Image on Tourist Satisfaction
Shree Mata Vaishno Devi is in Jammu, which attracts could be developed through marketing research. But
about 1 Crore tourists every year. With this backdrop, this might not hold true for the pilgrimage destinations
this study aims to determine the impact of the as the motivational factor behind any pilgrimage is
perceived image of the pilgrimage destination of the Push factor i.e. from inside. Yet the image the
Jammu on the tourist satisfaction. tourist has about a pilgrimage destination would surely
Although research has been undertaken in the past lead to their expectations from the destination.
to study the relationship between Destination image Tourist Satisfaction: The Concept
and tourist satisfaction (Bosque and Martin 2008:
551/Joppe et al. 2002/Chi and Qu 2008: 624), but Tourist satisfaction has been a subject for discussion
there have been no such empirical study on pilgrimage on marketing and tourism literature and defined in
destination image in India, at least to the best of our various ways (Oliver 1980: 460/Chen and Tsai 2007:
knowledge. Thus, the present study is a follow up 1115; Prayag 2008/Lobato et al. 2006). It is defined
on the previous studies to evaluate this relationship as a function of perceived performances and
in the pilgrimage destinations in Indian context. expectations, and satisfaction occurs when perceptions
confirms expectations. Therefore, evaluating
Conceptual Framework
satisfaction in terms of travelling experience is a post-
Destination Image purchase process that could help managers to evaluate
the destination performance in terms of products and
Lawson and Bond-Bovy (1977) defined Destination
services offered at the destination performance at the
Image as the expression of all objective knowledge,
destination. Tourist satisfaction is measured as the
impressions, prejudice, imaginations, and emotional
total of comments by the tourists on each destination’s
thoughts an individual or group might have of a
quality (Kozak 2003: 229/Lobato 2006/ Prayag 2008:
particular destination. Destination Image is the image
205). This type of satisfaction measurement can be
that a certain tourist market has perceived about the
considered as the valuation about the quality of the
destination. Or it can be defined as the subjective
destination performance such as how tourists are
interpretation of the reality by the tourist (Bigne et
treated as well as how they felt in the destination.
al. 2000). The image that potential tourist have about
the destination is the main factor which determines Destination Image and Tourist Satisfaction: A
the future of that destination. Destination Image has Relationship
also been defined as a subjective interpretation of a
place by tourists depending on their travel itinerary, Ci and Qu (2008: 624) suggest that positive destination
cultural background, purpose of visit, educational level image will result in tourist’s satisfaction which is
and past experience and has six destination also supported by Yu and Dean (2001: 234) who say
components as follows (Buhalis 2000: 97): Attractions that emotions might be a better predictor of behavior
(natural, man- made, artificial, purpose built , heritage, than perceptual evaluations i.e. Destination image.
special events); Accessibility (entire transportation The intangible characteristics of travel experience make
system comprising routes, terminals and vehicles); it difficult for travelers to evaluate their experience
Amenities (accommodation and catering facilities, (Joppe 2002). Bosque and Martin (2008: 551)
retailing, other tourists services); Activities (all established that the difficulty of tourists to evaluate
activities available at the destination and what their experience and the confidence in their images
consumers will do during their visits); Ancillary of the place could justify the view that image is a
services (services used by tourists such as banks, driver of satisfaction. Lee et al. (2005: 839) argued
telecommunication, post, newsagent, hospital, etc) and that individuals who perceived a positive destination
Available packages (pre-arranged packages by image would lead to greater satisfaction level. And
intermediaries and principals). The concept of this assumingly holds true for pilgrimage destinations
Destination Image is an important concept in tourism also where pilgrims are not demanding much. Thus
marketing literature as from tourist’s point of view; based on this, the following hypothesis is proposed:
the image delivered is the fundamental factor on the H0: The pilgrimage destination image has a positive
final decision (Lobato et al. 2006). And this image impact on tourist satisfaction.

Research Question tourists’ satisfaction with their holiday experience
rather than a specific service provider. Most studies
The main objective of this study is to explore the of tourist satisfaction have focused on these individual
effect of destination image on tourist satisfaction with services (Ryan and Cliff 1997: 1/Suh et al. 1997).
special reference to pilgrimage destination in Jammu, The model features a questionnaire wherein
which has an inflow of approx. 1 crore pilgrims every respondents are asked to rate the satisfaction of each
year. holiday attribute. A five point Likert scale is used to
Research Methodology & Instrument Development score each attribute ranging from 1 being Highly
Dissatisfied to 5 being Highly satisfied. And the last
The research process involved the following steps. section dealt with the suggestions from the respondents.
First, a literature review was undertaken to identify
the relationship between information sources and The Sample and Data Collection
destination image within the tourism management. Statistical Tools Used
Second, the population and sampling procedure was
Various statistical tools like mean, percentage,
established. Third, a questionnaire was constructed.
correlation and regression were applied in the study
Finally, the methods of data collection and analyses
to evaluate the impact of destination image on tourist
were determined.
satisfaction at a pilgrimage destination of Jammu.
Research Instrument
Data Analysis and Interpretations
The study was an empirical research suing a
Table 1: Demographic Profile of Respondents
questionnaire as a method for collecting data. The
questionnaire consisted of five sections which are N = 143
Demographic Profile, Destination Image, Tourist S.No. Demographic Variable N Percentage%
Satisfaction and suggestions & conclusion. The 1 Gender
measures for destination image and tourist satisfaction a) Male 74 52
were drawn from earlier studies on the subject. The b) Female 69 48
first section deals with the demographic profile of
2 Age
the pilgrims visiting Jammu, which has the information
a) Below 20 32 22
on significant variables such as age, gender, marital
b) 20-40 53 37
status, educational level, etc.
c) 40-60 33 23
The second section is designed to measure Destination d) Above 60 25 18
Image of Jammu which was captured in terms of
both affective and cognitive components (Crompton 3 Occupation
a) Service 17 12
1979: 19; Ditcher 1985:75). The affective image was
b) Student 54 38
measured on a five-point scale using four bipolar
c) Business 27 19
items initially developed by Russell (1980: 1161) and
d) Housewife 20 14
alter used by other researchers (Hosany et al. 2006:
e) Professional 25 17
638). The cognitive image measure was adopted from
Ong and Horbunluekit’s (1997: 97) study, and consisted 4 Marital Status
of 17 bi-polar adjectives. The same scale has also a) Single 58 41
been used by Nagar (2010: 19) to explore the influence b) Married 85 59
of destination image on tourist loyalty, with special
reference to a popular Hill station Jammu and Kashmir.
In table 1, the demographic profile of the respondents
The third section consisted of 33 holiday satisfaction
is given. It is found that 52% of the respondents are
statements from HOLSAT instrument (Huong et al.
males and the rest 48% are females. Almost 37% of
2006). HOLSAT is a relatively new model that
the respondents were from the age group 20 – 40
attempts to address the complexity of measuring years while 23 % were between 40 – 60 years &
satisfaction with a destination. Tribe and Snaith (1998: 22% of the respondents were below 20. Almost 12%
25) developed the HOLSAT model. A key feature of of the total respondents were doing from service
the HOLSAT instrument is its ability to measure the background, 38% were students, 19% were from

business background, 14% were housewives while Table 3: Pilgrim Satisfaction Score
17% were professionals. Most of the respondents
S.No. Statements Mean Score
(59%) are married and the rest 41% are single.
1 The climate would be pleasant 4.451
Table 2: Perception of Pilgrims Regarding 2 I would be able to see the architecture 2.873
Destination Image 3 I would be able to relax on hills 3.063
S.No. Statements Mean Score 4 I would be able to rent a bicycle or 2.478
motor cycle and go sightseeing
1 Relaxing/Distressing 3.486 5 There would be crowding at attractions 2.486
2 Exciting/Gloomy 3.134 6 I would feel safe while travelling 3.035
3 Arousing/Sleepy 3.021 7 I would be able to visit the 3.028
4 Pleasant/ Unpleasant 3.535 archeological ruins
5 Clean/Dirty 3.451 8 There would be many beggars and 3.007
6 Easily/Isolated 3.598 street vendors
7 Friendly/Cold 3.796 9 I would be able to visit different 3.077
borders/ other sites
8 Harmonious/ Hostility 3.141
10 There would be lack of public toilet 3.126
9 Innocent/Sinful 3.803 facilities
10 Interesting/Boring 3.908 11 I would be able to cruise/boat on the 2.978
11 Lively/Stagnant 3.929 river
12 Natural/Artificial 4.106 12 I would be able to visit ethnic 2.493
13 Sparse/Overloaded 2.796 minority people
14 Pretty/Ugly 3.901 13 Food and beverage would be cheap 3.218
15 Quite/Noisy 3.718 14 Hotel staff would be healthy and 3.007
courteous
16 Sophisticated/Simple 3.007
15 I would be able to go trekking or 3.119
17 New/Old 2.577
backpacking
18 Over Developed/Under Developed 2.288 16 I would be able to buy cheap artifacts 2.817
19 Up market/Poor 3.775 17 I would be able to visit mountainous 3.077
20 Safe/Unsafe 4.091 regions
21 Touristy/Non Touristy 4.106 18 Rooms would be well equipped 3.077
(A.C telephone)
19 I would be able to visit the religious 2.803
Table 2 shows the perception of respondents about sites and temples
Destination Image. Participants were asked to indicate 20 I would be able to visit national 2.788
parks/ Reserves
the extent to which they perceived Jammu as a
21 I would have difficulty obtaining cash 3.070
pilgrimage destination on 7 point scale. The highest from my credit card/ ATM
mean was for Jammu as a Natural destination (4.106) 22 I would be able to witness traditional 2.986
and as a Tourist friendly destination (4.106) followed music and dance
by Safe (4.091), Lively (3.929), Pretty (3.901). the 23 I would be able to visit historic sites 2.951
lowest mean received was for over-developed that is 24 I would have to be careful about what 2.901
I eat and drink
the tourists do not yet consider Jammu as a developed
25 Phoning home or using internet would 3.056
destination. be easy
In table 3, the satisfaction score of the Pilgrims visiting 26 I would be able to mix and talk to 2.866
Shri Mata Vaishno Devi Shrine is evaluated which local people
shows that the tourists were most satisfied with the 27 Changing money would be difficult 2.88
Climate (4.451), Rooms where they stayed (3.077), 28 I would be able to sample local food 3.014
and drink
affordability of F&B (3.218). Tourists found difficulty 29 I would be able to shop in local 2.972
to obtain cash from ATM (3.070) and Changing money markets
(2.88). Also they found crowding at various attractions 30 There would be pollution in the cities 3.035
in and around the Shrine and at the Base Camp, 31 I would be able to use local transport 2.922
Katra (2.486) and problem of begging and street 32 I would be able to visit museums 3.063
vendors at the Site (3.007). 33 Visiting the place would be difficult 3.732

Table 4: Regression Output for Destination with special reference to pilgrims visiting Shri Mata
Image and Tourist Satisfaction Vaishmo Devi Shrine in Jammu. Overall, the pilgrims
consider Jammu as a Natural and Tourist friendly
Multiple R 0.055
destination and the Pilgrims’ overall satisfaction is
R-Squared 0.0031
mainly due to the climate of the region,
accommodation and affordability. Although previous
Coefficient Std. Error t-stat P-value researches point out that the positive Destination Image
will lead to higher Tourist Satisfaction (Rynes 1991/
Intercept 2.929 0.128 22.83 0.000
Yu and Dean 2001), but this assertion does not
X-Value 0.024 0.036 0.658 0.000
completely holds true for the Pilgrim Destination where
the prime motive of the tourist is just to visit the
Table4 discusses the regression output for Destination Shrine and is not considered with other aspects of
Image and Tourist Satisfaction. In the present study, the Destination. This goes in tune with the previous
the regression equation was found to be as- researches which also found close relationship between
Tourist Satisfaction= 2.929 + 0.02 (Destination Image) tourist travel motivation and satisfaction. Beerli and
Hence, the regression equation above shows that the Martin (2004) recommend that motivation is the need
impact of D.I on T.S is 0.194, that is, a unit change that derives an individual to act in a certain way to
in D.I will lead to 0.194 unit changes in T.S of the achieve the desired satisfaction. According to Yoon
pilgrims visiting Jammu. Also, the R value is 0.055 and Uysal (2005), tourist satisfaction work as mediator
(as shown in Table 4), which represents the simple between Tourism Motivation and Tourist Destination
correlation and therefore, indicates a low degree of Loyalty.
correlation which implies that Tourist satisfaction in Conclusion and Directions for Future Research
the case of the pilgrims is somewhat not much
influenced by the Destination Image. As the case This empirical study provides evidence that Destination
may be, pilgrims’ motivation to travel is not Image and Tourist Satisfaction are associated with
characterized by the Image of the Destination but each other. As tourism contributes economy of Jammu
the Destination itself and so thus their satisfaction. and Kashmir and is majorly associated with pilgrimage
The adjusted R-square (0.0031) value indicates how tourism and also the Image of J&K as a Tourist state
much of the dependent variable, Holiday Satisfaction, is there, it can be said that major findings of the
can be explained by the independent variable, present study have significance for policy makers.
Destination Image. In this case, 0.3% can be explained, The present research would also have managerial
which is not very large. The equation indicated that implication, which would lead to extending length
both the constant and Destination Image are found of stay, thereby increasing the satisfaction of the
positively and significantly associated with the pilgrims. There are a number of limitations of the
regression equation. study. The research is limited to the context of its
own objective. Hence the results cannot be generalised.
Discussion The research does not consider other factors that have
The intent of the present research was to explore the an influence on Tourist Satisfaction. Thus the future
impact of Destination Image on Tourist Satisfaction studies can find out the other factors which have
significant impact on Tourist Satisfaction.
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Tourism Spectrum Consumers’ Value Assessment on Location-Based
Vol. 2, No. 1, Spectrum
Tourism March 2016, pp. 28-36 Service Application as a Mobile Marketing Tool
Consumers’ Value Assessment on Location-Based Service

Application as a Mobile Marketing Tool
Matthew Attahiru Gana, Toney K. Thomas & Kashif Hussain
ABSTRACT
The advancement in information communication technologies has unified the world into a
global village, facilitating business activities, and enhanced personal interactions among
nations, business firms, captains of industries, and individuals across the globe. Access to
business marketing activities among consumers’ via their mobile devices has been facilitated,
making life and interaction among people beautiful. These have also enhanced consumers
to be better informed and educated about marketing activities in the market, thereby expanding
thebusiness-customer relationship. The introduction of smartphones in the market has also
opened and widens business customer relationship, but issues of privacy control and value
perspective continue to be theparamount consideration in the eyes of the consumers. Acceptance
among consumers in relation tothese new media for communication and tools for market
informationacquisition are without challenges.One of theprominentapplications of these
smartphones is the location-based service application which depends on individual current
location to render services which are tailored to a particular individual location. Its uses
havealsoraisedissues that botheron value benefits, privacy, and control among consumers.
This studyreviewed the literature and found that consumers are most concerned about value
assessment; as value benefits served as the main primary driver for consumers’ use of
location-based service applications.Although privacy and control may be raised, value
assessments of the location-based service applicationsare still considered paramount in the
minds of the consumers.This study is an exposition of location-based service applications
from consumers’ value benefits assessment. It is structured into an introduction, literature,
the specific application of the location-based mobile applications, conclusion, and implications.
Keywords: Location-Based Service Application, Mobile Marketing, Consumers’ Assessment
Value and Relationship Marketing.
1.0 Introduction becomeimperative because marketing aims to connect

with its target markets in order to create avalue-chain
Today, advanced information communication relationship. Marketing, therefore, involves exchange;
technologies in the market have enhanced relationship exchange depends on consumervalue; consumer value
marketing and enable consumers to be better educated is then the fundamental basis for all marketing
and informed about products and services in the activities. The analysis of consumer perceived value
market. The use of these technologies depends on revealed that mobile marketing supports consumer
consumer’s value assessments, this is imperative processes as pre-purchase, service interactions and
because consumers exchangetheir money for goods sales in mobile channels (Strom, Vendel&Bredican,
and services on the market depend on the perceived 2014). This becomes imperative because mobile
value benefits. Value benefits of a product marketing is assumed to serve as a tool for improving
Matthew Attahiru Gana PhD Scholar, School of Hospitality, Tourism & Culinary Arts, Taylor’s University, Malaysia
Email: attahirugana@yahoo.com
Toney K. Thomas School of Hospitality, Tourism & Culinary Arts, Taylor’s University, Malaysia
Email: tonythomas@taylors.edu.my
Kashif Hussain Faculty of Hospitality &Tourism Management, UCSI University Kuala Lumpur Campus (North Wing)
Email: kashif@ucsiuniversity.edu.my

Consumers’ Value Assessment on Location-Based
Tourism Spectrum Service Application as a Mobile Marketing Tool
activities in consumers-business relationship value- This study, therefore, aims to extend the use of
chain, improve consumers’ communications, service location-based services as a mobile marketing tool
interactions, resulting in improved output value and from consumers’ value assessments.This study,
potentially higher sales margin. therefore, is significant because the use of mobile
Widespread uses of mobile devices have created new devices not only facilitated personal communication
marketing channels for business organizations to reach but also enhanced market information search for
its target consumers in a faster and efficient manner. consumers. Besides, users need for information on
Mobile marketing concerned itself with establishing the spot makes this study apparent and the location-
marketing contact with the target customers and based service application relevant as it provides on-
sending them promotion-oriented messages in order the-spot information about the users.This study is an
to benefit all the interested groups of a certain business exposition of the use of location-based services
(Barutcu, 2007). Mobile marketing activities are applications based on practical applications on
characterized by personalization and raising a high consumers’ situational needs.
degree of product and service awareness. The tools 2.0 Contextual Presentation of the Study
used in mobile marketing include mobile television,
2.1 Location-Based Service Application
interactive voice response, mobile coupons, call-back-
tone, mobile games, and rating and participatory The location-based service is growing by leaps and
applications (Swilley&Hofackez, 2006). The bounds every day as a result of smartphones
importance of mobile marketing as a business channel proliferation around the world, hence, more and more
was emphasized by Varshney and Joy (2015) that people are connected to their mobile devices versus
business organizations need to use mobile marketing their stationary computers to share experiences with
channels because consumers used them not only for others. The location-based service applications allow
making calls, but also conduct market research on you to share what you are doing via geo-tagged
various services offered on the market. The researchers multimedia content, exchange recommendations,
found in their study that consumers attitude towards identify nearby friends and set on-the-go meetings
mobile marketing and its impact on customers that with business associates.
majority of consumers uses more mobile devices for There are various types of location-based service
personal communication and market search. Mobile applications in the market which depend on the needs
marketing, new marketing strategy, therefore, will of the users. For the purpose of this study, they are
be an excellent medium to reach potential consumers classified into two categories. These are referred as
and keep arelationship with the loyal customers. Push and Pull location-based service applications. The
The location-based service (LBS) as one of the mobile first category called ‘push location-based service’
marketing tool has emerged as an important category concerned itself with service information of business
of mobile service. According to Lehrer, Contentious organizations sent via a network provider to its target
and Hess (2011, p.2), LBS is defined as “services customers that is determined by the device’s position
that use the current geographical position of a mobile without being subscribedto them. The secondary
user to provide personalized services”. The authorsalso category known as ‘pull based location-based service’
noted that recent research findings suggest that mobile occurs when consumers’ request for information or
service use is value-driven rather than technological used some service on a one-time basis, and in the
driven. Hence, the role of LBS for the users depends process they are exposed to commercial messages
on the context of use. The scholars found in their (MMA, 2005; Godin, 1999).
study examining the determinants of mobile location- There are various types of location-based service
based service continuance that the adoption of LBS applications, for the purpose of this study, few are
has received considerableattention but acknowledged explained. Firstly, Foursquare, it is a location-based
that few studies have investigated the post-adoption service application that used‘game’ as a platform to
usage of LBS. The authors further found that the awards points to players based how often they go
market trends of LBS suggest that the services are out, the numbers of places visited, and the number
widely circulated, but only used by mobile users for of friends they meet along the way. It is referred to
a short time;therefore, there are limited studies on as a location-based ‘deals’ tool. It enhances consumers’
its usage.

purchase decision. The moment consumers’ are making marketing strategies of personalization of services
a decision as well as when they are physically present among business firms.Lehrer, et al. (2011) for example
at the business location like Hotel. Secondly, Google found that the adoption of LBS has received boosted
plus, it is a location-based service application that attention among information systems researchers and
enhanceddirection and lets users see the location of practitioners but acknowledged that there are few
their friends on a map. It alsoenables users to modify studies on post-adoption usage of LBS. This, therefore,
privacy settings so that they can control how their calls for afurther investigation because of issues
locationis shared and with whom. Thirdly, Gypsii, a surrounding adoption of location-based services such
location-based network that allows users to upload as costs, security and privacy, and quality of
photos, videos, and other information and data about information.Pura (2005), for example, found that
what they are up to, and where they can be conditional value, commitment, and monetary value
reached.Fourthly, Plazesfocuses on location-based had the strongest influence on behavioral intentions
communities which requireindividuals to fill in a to use LBS.
calendar with activities they are scheduling which is Gallarza, Gil-Saura and Holbrok (2011) also noted
mapped to the location where they will take place. in their study the value of value: further excursions
Lastly, Facebook Places a new application for mobile on the meaning and role of customer value stemmed
phones that enables Facebook users to alert their from the economic dimension and psychological
friends to their current location. It enables people to dimension which hinges on perceived price and
provide a real-time update of where they are and effective influences on product purchase and brand
what they are doing, and when they are on the move satisfaction choice that consumer’s (perceived)value
as well. When a Facebook user check-in into a location is essential in relationship marketing strategies; because
like arestaurant, for instance, an update will the value construct helps to explain different
automatically be sent to the friends’ news feeds. Such dimensions of consumer behaviour during and after
a user can also ‘tag’ friends who are in the same a purchase of a product. This was reiterated by Lin
location by way of a photo or status update. and Wang (2006) that in modern business relationship
In whatever types of the location-based service marketing, such relationship is based on the concept
applications, an individual consumer chooses to use, of value; becauseit provides thebasis for market
the benefits of these applications among others include segmentation, product differentiation, and brand
the following. Firstly, the location-based service positioning (Arvidsson, 2006). It is also a platform
applications compared to the traditional advertisements for gaining acompetitive market advantage. LBS
like newspapers and flyers are more cost-effective. applications, therefore, can only be adopted and
Secondly, it offers local awareness advertisements effectively used by the consumers if the value benefit
which are more precise when targeting specific markets is evident to them.
along with greater reach. For instance, business One of the challenges identified in the literature by
organizations provide their physical address and Gallarza et al. (2011) is that most studies of consumer
geographic radius as a platform for their products value are conceptual related and abstract concept with
advertisements.Facebook, for example, with thehuge different meanings scattered in the literature.
audience around the globe using Facebook places will Notwithstanding, value seem to usas an antecedent
enable users to find who are nearby or who recently of satisfaction. Although it may not be true in all
came within that radius, a new marketing strategy situation, because an individual perceived value also
that is personalized and localized. Thirdly, it allows plays an important influence on consumer value
individual users to discover business organization’s concept.Ruiz, Gremler, Washburn and Carrion (2008),
products and services whenever they visit a certain for example, argued that customer value creation
area. Fourthly, it boosts new business activitiesand represents a new relationship marketing that de-
builds brand loyalty. Lastly, it drive offline sales and emphasized old philosophy of service quality and
increase brand loyalty. customer satisfaction. Consumer value explains the
2.2 Perceived Value minds of the customers in terms of anticipated services
from a product that is based on what they received
The location-based service has become highly popular from the money paid in exchange. Consumer-value
nowadays due to technical advances and new may be examined from different dimensions, but the

emphasis of this study is on monetary value benefit, of marketing communication channel provides
because marketing is concerned with the exchange aplatform for local promotions of business services.
relationship, and exchange relationship is based on Also, it gives consumers a good overview of the
cost-benefits. If consumers’ perceived higher value, local business firms’ promotional offers especially
for instance, with the use of the LBS applications as for tourists, visitors, and busy professionals like
mobile marketing tools, the chances of consumers lawyers, bankers, and doctors who may notbe too
adopting them as mobile tools would be higher; familiar with neighborhood environment. It also offers
because consumers’ generally want services that ‘worth consumers quick and convenient information about
value’ for their money. market business information. This convenience and
The value of a product can be multidimensional but value creation is an added competitive device for
individual perceived value influences value personalization of business firm services.
creation.Jurison (2000), for example, argues that Mobile marketing activities are therefore characterized
product perceived to offer high value from the start by personalization, interactivity, localization; making
off are adopted rapidly while those products perceived location-based service applications much relevant in
to be low value are adopted slowly and are unlikely modern relationship marketing. Atalik, Sak, andSezgen
to gain acceptance in the long-run. The surrounding (2015), for example, on their study titled measuring
issues, therefore, around LBS applications, such as of consumers’ perception towards the mobile marketing
privacy, control, and security have stepped down the campaigns in air transportation found that majority
adoption of the applications both by the marketers of the respondents’ attitudes towards using amobile
and consumers (Xu, Teo, Tan &Agarwa, 2012; device for boarding and check-in was found to be
Sreenivas& Noor, 2010). Customer perception of value encouraging. Also, Varshney and Joy (2015) found
benefits will predict an individual purchase intention, that majority of the respondents use mobile devices,
especially LBS application as a mobile marketing hence mobile marketing messages and promotions
tool which they perceived as less valuable and will be an excellent medium to reach potential
vulnerable to an individual’s personal privacy, security, customers.
and control (Xu et al. 2012).
2.3 Mobile Marketing
The concept of consumer value, therefore, is essential
in service marketing, especially with the use of the The widespread and adoption of mobile phones provide
location-based service application tool considered as a huge marketing opportunity for marketing oriented
invaluable by the target consumers. LBS applications, business organizations to reach their customers and
on the contrary,will provide consumers’ with location- prospective customers anytime and anywhere,
based information; these include news, weather, traffic, especially tourism destinations (Roach, 2009; Barutcu,
and customer service. For example, the use of the 2007). These tools are being used by prospective
location-based service applications for large-scale consumers to enhance private and social lives, while
events like theme parks, festivals, and concepts will marketers considered them as marketing channels to
enable tourists to locate exact event points with ease. strengthened business customer relationships (Piccinini,
Another example of value creation benefits using the Greogory, & Kolbe, 2015; Kumar, 2014; Hennig-
location-based service application is ease oflocating Thurau, Malthouse, Friege, Gensler, Lobschat,
shopping mallsand quick access to mobile payment Rangaswamy&Skiera, 2010). As marketers desired
machines.These geo-location-business applications will, to use them as mobile marketing channels, are
therefore,enable customers to be alerted on business consumers willing to accept them as mobile channels?
firms promotions offered on the market like coupons This is the question that this study addresses from
and bonuses. Examples of these applications include consumers’ value benefits assessments.
Groapon, Living Social, and Foursquare (Lariviere, The advancements in smartphones provide marketers
Joosten, Malthouse, Birgelen, Aksoy, Kunz & Huang, and tourism destination managers ample opportunity
2013). These applications enable local business firms to develop a wider range of pull-based services, which
to convey their business information to their customers, employed a larger set of marketing techniques
and other interested target consumers who might not (Almunawar, Anshari, Susanto, & Chen, 2015; Selvi,
be aware of these business marketing promotion 2014; Geron, 2009). Barnes and Scornacca (2004)
opportunities offered on the market. This new form for example argued that the majority of mobile

marketing are based on short message service which in mobile marketing to enhance marketing of services
is based on simple push-based practices. Because of by business organizations, an area that is critical to
these practices by business firms, Persaud and Azhar the success of mobile marketing activities in particular
(2012) noted that future research is needed to gain on the use of the location-based service application
clearer insights into how consumers, in particular, as a mobile tool.
tourists, will react to this type of marketing strategy Watson, McCarthy and Rowley (2013) in their study
technique considering the capabilities of modern consumer attitudes towards mobile marketing in
smartphones with global positioning systems and, in smartphone era also argued that even though mobile
particular, the issue of value benefit, privacy, security, marketing can be used to strengthened customer
and control. relationship, it usage has been limited due to evidence
Grant and O’Donohoe (2007) for example, revealed based researches. This, therefore, means that the
that five key factors influence consumers to use mobile concern of consumers on value benefits issue is an
phones. These include convenient entertainment, social important aspect of mobile marketing that should
simulation, escapism, experiential learning, and criticallylook into for business firms to harness the
purchase information and advice. They found that potentials of mobile marketing to enhance marketing
consumers resistance to mobile marketing is influenced activities. This, therefore, calls for more empirical
by thelack of trust, fear of intrusion, and annoyance. research based in this area of mobile marketing.
The study conducted by Jayawardhena, Kuckertz, It should, however, be noted that the emphasis of
Karjaluoto and Kautonen(2009),also found that this study is on consumers’value assessment on
institutional trust is the most influential variable in thelocation-based social network as a mobile tool.
mobile marketing but argued that personal trust and What makes this medium on marketing communication
control were more prominent with men than women. most important is that the market trends for the LBS
Karjuluoto, Lehto, Leppaniemi and Jayawardhena suggest that the services are widely recognized and
(2008) also revealed that credibility, context, and thatmobile user’ perceived value for the dynamic of
subject norms had asubstantial influence on consumers’ the LBS is high while consumers are willing to pay
acceptance of mobile marketing which put theonus for the services (Lehrer et al. 2011). These services
on business practitioners to critically re-examine these include information needs which cannot be addressed
variables in order to enhance mobile marketing efficiently from similar services offered through other
activities. media like the internet, and traditional marketing
Persaud and Azhar (2012), besides, in their study promotion media like newspapers and televisionsince
innovative mobile marketing via smartphones found the users may be on the move. Hence, the user’s
that perceived value, shopping style, permission-based, need of information on-the-spot is the main reason
and brand trust are significantly considered as for the use of these applications. Therefore,
predictors of consumers’ intentions to use mobile convenience value and content relevance can be
marketing. Consumers’ however, has different views increased by customization, making mobile services
on the issue of purchase and use of mobile devices. less cumbersome to use, especially the location-based
For instance, consumers are of the views that acquiring advertisements.
smartphones is not tied to participating in mobile The analysis of consumer perceived value confirmed
marketing, although few individual consumersmay be that mobile marketing supports consumer processes
motivated to use them for market information as pre-purchase, service interactions, and sales in
acquisition due to mobile coupons and mobile mobile channels (Strom, Vendell&Bredican, 2014).
discounts (Almunawa et al., 2015). Conversely, This becomes important as consumers and in particular
consumers considered their smartphones as personal tourists movefrom one location of point-of-interest
devices for entertainment, status symbol, and social to another, then the LBS becomes relevant
networking (Sarwar&Soomro, 2013; King, 2012; communication medium to inform them of the
Conti, Jennett, Maestre&Sasse, 2012). The implications available services in such destinations.The location-
of the these findings is that while consumers are based service being part of mobile marketing will
much worried about permission-based, and brand trust, increase efficiency and effectiveness in service
they are further concerns about privacy and control interactions and delivery systems, increase work
related issues over when and how they will participate

capacity and service quality, and increase capacity Workers, businessmen, tourists, and guests need
to match consumers’ needs by providing timely and information about a route that will save time and
relevant information about a destination to the resources. In that situation, usingthe location-based
stakeholders in the industry. service applications will be of a great assistance
especially to businessmen who want to
3.0 Specific Value Application of Location-Based
Services maximizetime in order to attend to busy schedules.
For example, location-based advertising like
Marketing literature reveals that perceived value is coupons alerts and promotions; and location-based
always considered to be of paramount importance billing like toll services, and goods will appeal
when consumers purchase a product. Chang and Ngai most to tourists and guests who are visiting an
(2013), for example, in their study that what influences environment for the first time. For instance, the
travelers adoption of a location-based social media location-based service applications also willbe
service for their travel planning found that review useful for car renters and transporters; this will
information on actual adoption does not affect behavior enable owners to track where about the cars, and
intention, but it affects actual use of the location- to monitor the actual use of the cars by the renters.
based service application. The import of this finding This will, therefore,help to reduce conflicts
is that those who are only interested in the application associated with renters by not telling the owners
to adopt it for travel planning may not be too of actual usage of the cars under their cares. From
concerned about the review of information (privacy the marketing point of view, it will create value
issue), instead, they willpay more attention to hedonic by granting a direct and accurate target access to
motivation and facilitating conditions. This also implies potential clients like middlemen, company’s
that the application may likely to be used by those marketing representatives, brokers and salesmen
who have gained experience in themobile internet as to know where their potential customers and clients
applied to their need’s conditions. Therefore, specific are, and to render services promptly.
application of location-based services will provide c. Finding and Tracking Services: Individuals who
better platform for consumers to adopt them to meet have busy schedules may find location-based
up with their situational needs as highlighted below: service applications useful. Parents who do not
a. Personalization of Service: People requiring have adequate time staying with their children at
personal services need to be localized in a very home may use the location-based service
short time, and this can be difficult in some applications to track where about the children
environments such as urban environments, and especially family thathave children at primary and
inside of a building. For example, emergency high schools, who are staying with the parents at
support like road assistance search and rescue home. Also executives of organizations like banks,
missions especially carried out by police, medical super stores, learning institutions, medical care
personnel, and fire response team may be units,and airports can use location-based service
challenging due to knowing theactual incident applications to track their staff location. This will
venue. These challenges canbe reduced with the help to reduce redundancy, and effectively
use of the location-based services that will enable maximize time and resources on specific task
each of the professional team to locate the exact assignments. In rewarding staffers, this will provide
point of the incident for rapidresponse and true pictures of the actual staff that actually
intervention, thereby help to save lives and performed his/her duty without any eye service;
resources. Ryschka, Tonn, Ha and Bick (2014), this will thereforeencourage a keen competition
for example, in their study investigating location- among staff, and thereby enhancing the
based services from business model perspectives organizational productivity and efficiency.
found that LBS attained value primarily by saving d. Hospitality Services: Hospitality industry being
resources and reducing complexity through an information-driven sector will be better off
automated integration of a location. with the use of thelocation-based service
b. Transportation Service: Moving from one location applications (Buhalis& O’Connor, 2005; O’Connor
of a busy city to another can be boring at times. & Murphy 2004). Tourists and guests who are

searching for a particular hotel service and food continents. For Rohm, Gao, Sultan, and Pagani (2012),
can use the application, especially tourists who for example, found that individual’s attitude towards
are away from their home based, hungry for a mobile marketing in three regions of US, China, and
local food and dices. This will not only help to Western Europe is directly influenced by perceived
promote the firm’s services but also create usefulness, consumer innovativeness, and personal
aplatform for strengthening customer-business attachment as well as risk avoidance. Perceived value
relationship. or usefulness of a product is noted to be paramount
The central component of location-based servicevalues importance in the eyes of the consumers. Location-
benefits; it is important that the potential users should based service applications will attract consumers’
be able to spotlight the value benefitsof using the attentions if they are tailored towards a specific value
location-based services; this will aid accepting the need benefits. Mobile marketing may be considered
application while trust on the use of the application as a personalized marketing tool; however this should
will be built over time. Therefore,the location-based be applied with utmost care especially with the use
service applications when combined with the ability of the location-based service applications as mobile
to gain insight into consumers’ value will provide tools because consumers are still concerned about
new marketing strategies to create hyper-personal value creation, privacy, and control.
marketing and transform ways through which Mobile marketing as good as they may sound, they
companies engaged their customers- because should be handled with aconsciousness towards
companies have the opportunities to connect the right consumers’ needs. For instance, mobile marketing
message at the right place at the right time and get messages are sometimes considered as spam, irritated
customers to take actions. and overloading messages. In order to attract
theattention of the target market, value-cost benefits
4.0 Conclusion and Implications
should be the utmost consideration by the business
Mobile internet systems have facilitated mobile organizations. This study is an exposition of the
marketing activities while the advancements in location-based service applications from the consumers
smartphone have enhanced mobile marketing among value assessment which is limited by that scope, hence
consumers, although consumers’ attitudes towards future studies may consider be necessary using
mobile marketing varied among countries and qualitative or quantitative approach.
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Tourism Spectrum Kashi, Benaras and Varanasi: A Relook in to the
Tourism March 2016, pp. 37-44 Historicity, Heritage and Preservation Issues
Kashi, Benaras and Varanasi: A Relook in to the Historicity,

Heritage and Preservation Issues
Dr. Shyju P J
ABSTRACT
In the words of Mark Twain, Banaras is older than history and older than legends. The city
boasts of religion, spirituality, philosophy, education and vividness of culture which can be
termed as the confluence of the Indian cultural ethos and values. The city instills the mind
of visitors with the feeling of self fulfillment as it has something to offer to every visitor.
The historicity of Varanasi and its heritage value stand even today the examples of assimilation
of different thoughts, philosophies and religions. The present study is a relook in to the
historical importance of the city from the ancient past, the marks different reigns and rulers
left over, which today as the visual depictions of heritage of Varanasi, emergence of different
components of heritage. Over a period of time, there is changes taken place and the original
structures were damaged or dilapidated, and lack of authenticity which leads a staged
authenticity to visitors (Mac Cannell, 1973). The study also focuses on the importance of
protecting the tangible and intangible heritage forms of Varanasi.
Keywords: Varanasi, Historicity, Heritage, Preservation.
Introduction philosophies merged in to one, i.e. immerse the soul

with the universe. This place had also been a favourite
Varanasi is a confluence of several religions and place for the sages who were believed to be fond of
philosophies. Known as Benaras, or anand kanan peaceful environment. Sage Sandeepani, Sage Kapil
(forest of bliss) or the eternal city, it is renowned were also considered as learned scholars of vedic
often as kashi where the kash signifies divine light period lived on the banks of river Ganga.
(Eck, 1983) which is inherently the city of Lord Shiva
Perceived image of Kashi is a religious centre for
according to ancient Indian Literature. Kashi is
Hindu pilgrims. But this often countered by other
mentioned in Atharva Veda. Vedic literature reiterates
the importance of Kashi from the religious point of religions like Buddhism and Jainism. Lord Buddha
said to the monk Upaka that “I go to Kashi to set
view, but in Kashi khand the sacredscape of Kashi
the wheel of Dhamma in motion” (Nanamoli, 1972).
is described with the attainment of moksha. In
Isipatna (Sarnath) in Benaras was considered as the
Mahabharata, the grand epic of India Varanasi is
hermitage of seers and Lord Buddha chose it as a
illustrated as a place of religious importance
right place to preach the supreme truth to five monks
(Tirthasthal) and named as Kashikshetra. In the ancient
who turned out to be the first disciples of the enlighted
literature Kashi is mentioned as a mahajanapada, which
one.
spread over the plans bordering major kingdoms like
Magadh, Kosala and Avanti, and Banga (Cunningham, According to Jainism, four Jain thirthankars born here
1871; Avari 2007; Chakravarti, 2010). Varanasi is a and 24th thirthankar Mahavira visited Varanasi in the
“crossing-over” place, where heaven and earth meet, 42 year of his teaching (Kutluturk, 2013). Jain
providing access for humans to the gods (Singh, Rana followers consider Varanasi as an important place
PB & Malville JMK). According to Alexander associated with their religion. Changes in the political
Cunningham (1871) place mentioned by Ptolemy as administration of India led influenced the religious
Kassida might be the ancient Kashi. structure too, but it hardly replaced the religious
importance of Kashi. It is certain that Kashi was
The city boasted different aspects of spirituality which
one among few other cities in world, where the
may be called as the streams of religions and
Dr. Shyju P J Assistant Professor (Tourism), Faculty of Arts, Banaras Hindu University, Varanasi
Email: pjshyju@gmail.com, shyju@bhu.ac.in

Kashi, Benaras and Varanasi: A Relook in to the
Tourism Spectrum Historicity, Heritage and Preservation Issues
different phases of growth of civilization is still visible of Lord Buddha changed the religious pattern of the
hence it is also called as the eternal city. The city city and the following period of Emperor Ashoka
set a platform to accept diverse religious traditions, witnessed erection of pillars, construction of Stupas
philosophies, but kept its identity of spiritual centre and monasteries in Sarnath.
of India. Although Banaras was the birth place of Jain
Background of Present Study tirthankars, there is no clear evidence of spreading
Jainism to neighboring countries.
A city is best known for its people and the culture. A major change in traditional architectural style can
Banaras is a conglomeration of people belonging to be found with the introduction of viharas, monasteries
plural beliefs and diverse cultural backgrounds. The and stupas. It can be assumed that the period from
present study examines the growth of Varanasi as a BC 500 to BC 200, many people embrace Buddhism.
city from a religious and cultural centre to an urbanized In Hinduism there was no concept of Sangha, whereas
metro. Changes taken place in the cityscape over Buddhism made it in a more organized pattern which
different periods is observed thoroughly along with designated the role of monks, nun and the followers.
the changes it brought to city in terms of beliefs, Patronages of political administration resulted in
demography, architecture and trade. Synthesis of the creation of new structures, which itself introduced a
information is prepared carefully in order to identify novel architectural design.
the key aspects of historicity of Varanasi and heritage. Despite of the influence of Jainism or Buddhism,
The study is a conceptual research based on secondary Kashi remained as an important pilgrimage centre
information sources. Attempt is made to understand of Hindus, which recognized as the City of Lord
the importance of the city in terms of historical Shiva. After the decline of Buddhism, Shungas and
perspective and narrate the observations that link Guptas paid much attention to the revival of Hinduism
religion, history and heritage in a descriptive way. and several magnificent temples were built during
Historicity; Kashi from Historic Past to Present the reign of Gupta rule. Excavations conducted by
ASI discovered the remains of temples constructed
The ancient Kashi is believed to be in the northern during the period of Skanda Gupta near to Varanasi
part of the present city, which has become the part (Shobana, 2011). According to Upinder Singh, progress
of the history as only archaeological evidences remain of various cults in Hinduism such as Shiva, Vishnu
as a proof. Excavations show that the place around and Shakti in the early medieval India. According to
Rajghat of Varanasi was inhibited in 9th century BC the heritage dossier of Varanasi, the Vishwanath temple
(Jaiswal, 2009). The ancient traditions followed would was built during the reign of Vainya Gupta in AD
be similar to those lived in the Vindhyachal Mountain 500-508. Janganbari Math, which was constructed
ranges and the primitive form of nature worship. But during AD 600 indicates the strong affinity of the
available information from vedic literature indicates city with Deccan and also the popularity of Shaivism
the importance of Kashi as an important pilgrimage in India at that point of time. Kashi remained to be
place. As mentioned in Manusmriti, Kashi was one connected with all major trade routes and other towns
among other places included in Aryavartha (Sukul, (Singh, U. 2009).
2000). This further indicates the emergence of Kashi
According to historians Chinese traveller Xuanzang
as an important tirtha and death in Kashi is lead to
visited Varanasi and he mentions that there were 30
the attainment of Moksha. By the end of the battle
temples in Varanasi. The visit of Shankaracharya, to
at Kurukshetra war, Kashi gained prominence and it
Varanasi founder of advaita philosophy set an order
is treated as one of the important kingdoms of that
for hinduism and legends says Shankara was blessed
period. The geographical area of Kashi might be
by Lord Shiva. Further it also expanded the population
centered around the present Rajghat with different
to new areas, where, the inflow of pilgrims and
villages around it. The spread of population moved
devotees slowly built up the urbanscape of the city.
further towards the southern part of Rajghat, along
Heritage Dossier also indicates that King Candra Deva
with the riverbanks.
made Varanasi as the capital of his country. The city
It is interesting to note that Buddhist missionaries boasted of temples and ghats renowned as a Hindu
travelled to different places and propagated the pilgrimage place came under the attack of different
principles of Buddhism in different countries. Visit

Muslim rulers from AD 1194 to AD 1700. This period Population in Varanasi increased in multiple folds in
witnessed massive destruction of several temples and a very short period of time. Regular inflow of pilgrims
other Hindu religious places and conversion of people and foreign tourists make this city live. On auspicious
to Islamic faith. This period also witnessed that occasions like Kartik Purnima, Magh Purnima,
Muslims migrates in to the city and settle in different eclipses, lot of devotees throng up to riverside to
places, which expanded peripheries of the city. The have a holy dip in the Ganges.
political conflicts also resulted in damage to the
Religious Importance
physical structures which also hurt the religious
sentiments of people. Construction of mosques Banaras is the city of Lord Shiva. Pilgrims visit the
introduced a Indo Islamic architectural style to the city exclusively to have a bath in the Holy River
city. Tall minarets and domes featured the mosques. Ganga (Ganga Snan) and have darshan at Sri Kashi
The temple of Lord Vishwanath was reconstructed Vishwanath Temple. In the ancient times,
by Raja Todar Mal in 1585 during the period of Avimukteshwara (Lord Shiv) temple was the main
Emperor Akbar. Raja Man Singh constructed the Jantar temple for which Kashi is known for. At present many
Mantar at the ghats to observe planetary movements. of the pilgrims even don’t know much about
During this period several new structures came along Avimukteshwara.
the banks of river Ganga. During the reign of Original location of the temples changed over a period
Aurngazeb, the city also witnessed destruction of of time due to several factors such as invasions and
several temples including Sri Kashi Vishwanath attacks and demolitions. Kashi Vishwanath Temple
Temple. reconstructed by the Queen of Indore during 18 th
Maratha Ruler Baji Rao Peshva I constructed the century is the main point of pilgrims visit, which is
Annapurna Temple in 1725. Kashi Vishwanath Temple also one among the jyotirlinga temples. In the course
is reconstructed by Queen Ahilya Bhai of Indore in of time several other temples were constructed and
1775. This period also show migration of several the trajectories of beliefs varied among the devotees
Maratha families to Varanasi. The expansion of ghats, directed the devotees also to have darshan at other
culmination of new languages and customs also temples in Kashi. Important old temples in the list
reflected in converting Varanasi to a plural society. include Omkareshwar, Kedar Temple, Durga Temple,
In succession to Mughals, British rule resulted in Sankat Mochan Temple, Bindu Madhav Temple, Adi
changing the urbanscape in to a new dimension. Keshav Temple and Kardameshwar Temple. Several
During the British period, the city is introduced to temples were constructed by the rich princes and kings
colonial buildings and gothic structures. The mint out of devotion or piousness.
house in Varanasi was one among few centres in Jain pilgrims visit main Jain temples located in the
India by the British. Jonathan Duncan, the British city (Bhelupur, Bhadaini, Naria and Sarnath)
Resident laid the foundation of Sanskrit College Buddhist pilgrims visit the city to experience the
later became the Sanskrit University. The building morning boat ride in the Ganges and other purposes.
demonstrates the Gothic Architecture which stand even Buddhist pilgrimage sites are located at the present
today as the remains of imperial rule in Varanasi. Sarnath where Lord Buddha delivered the first sermon.
During the British rule, Sir James Princep conducted Buddhist pilgrims consider Sarnath as one of the most
the mapping of the city. Contribution of James Princep revered place.
to Varanasi’s development is praiseworthy. Princep
Yatras (Pilgrimages)
designed the Mint House, City’s Drainage system,
and also strengthened the Alamgir Mosque. Census The true translation of yatra is much more than
report commissioned in 1821 mentioned that the pilgrimage. It means visit the important sites of
population of the city was approximately 2 lakhs. religious importance with utmost devotion and perform
Construction of several buildings take up during this the rituals as followed in the traditions. Organisation
period and the floating population is continued to of pilgrimages taken up by the pilgrims, which connect
increase. Mark Twain wrote “Benares is older than different shrines at different areas in Kashi Kshetra
history, older than tradition, older even than legend, as explained by Rana P B Singh is mentioned below.
and looks twice as old as all of them put together”. Brihat Panchakroshi Yatra: Covering the periphery

of Kashi Kshetra (296 KM)
Panchakroshi: (88.6 KM)
Nagar Pradakshina (25 KM)
Avimukta (Avimukta kshetra)
Antargriha from Manikarnika to Vishveshvara
(Plate 1) River Front View of Varanasi (Pic: Author)
(Plate 2) River Front View (Pic: Google Image)
In terms of buildings and monuments, the architectural

style changed according to the changes taking up in
Indian political system till independence. The evolution
can be explained as below.
 Traditional Indian architecture (Old temples:- Eg.
Kardemswar Temple)
 Indo Islamic Architecture (Eg. Alamgir Mosque,
Gyanvapi Mosque)
 Rajput and Hindu Architecture (Eg. Mansingh
Varanasi Map, Prepared by Author Observatory, Gangamahal Ghat)
 Colonial Architecture; (eg. Gothic- Sanskrit
These yatras are followed by devotees carefully and University, old Churches, Indo Saracenic style-
believed to be an integral part of their visit to Kashi Town Hall)
which stand as the intangible heritage of the city.  Hindu Temple Architecture Style: (eg. Old
Urbanscape of the City (Built Heritage) Buildings at Banaras Hindu University-Faculty of
Arts, Dept. of Physics, Dept. of Chemistry etc)
The city appears to very vibrant to visitors though
 Modern architecture: (eg. Assi Ghat, Ravidas Ghat
the classic nature of the places are slowly disappearing.
and the adjacent buildings)
The visual depiction of Banaras in a panoramic way
is the ghats and buildings in the river front. Structures Kings of several princely states in India contributed
located on the riverside include several temples (most to the city in various ways. Some of them did it out
of them appear with same architectural style), buildings of devotion, whereas some want to show their richness
with Rajput architecture, residences, steep steps and and status. Many of these buildings are dilapidated
narrow lanes. The following pictures illustrate the over time and lack of maintenance, negligence,
river front view of the city. encroachment led to the damage and disappearance

of several old buildings.  Music/Dance Festivals
Intangible Heritage: Rituals, oral traditions, festivals Eg. Dhrupad Mela-Tulsi Ghat, Sankat Mochan Festival
etc. represent the intangible heritage. The legacy  Music Traditions
carried over centuries, some of which are changed It is believed that Mahagobind, son of Sage
over time or modified that contribute to the intangible Vishwamitra was one of the precursors of music in
heritage of the city. Kashi. Saint Chaitanya and Vallabacharya spread the
 Traditions associated with religious festivals music tradition of Varanasi. Popular musicians list
Eg. Lolark Shashti, Nag Panchami, Kartik Purnima, include Pd. Ravi Shanker, Pd. Channulal Mishra,
Chhatt Puja, Rang Bari Ekadashi, Govardhan Puja, Rajan-Sajan Mishra, Girja Devi, Bharat Ratna Ustad
Chitragupta Puja etc. Bismilla Khan etc. Kathak Dance also found its place
 Traditions which are cultural in nature in the backdrop of this city and Pd. Birju Maharaj is
Eg. Nag Nattayya, Nakkatayya-Chetganj, Ramleela, one of the eminent proponents of Kathak Dance.
Bharat Milap-Nati Imli, Budwa Mangal-Dashashwamedh Eminent Personalities and Social Reformers
Ghat, Ganga Dusshera, Dev Diwali etc. The study is incomplete without the eminent
Plate 3: Nagnathaiya Performd Plate 4: Dev Diwali Festival Plate 5: Bharat Milap
during Nag Panchami
(Picture Source: Google Images)
personalities who either born here or contributed to Hindu University, freedom fighter and social reformer
the city immensely. These personalities played a vital Kamalapati Tripathi-Journalist and writer
role in the respective spheres. Some of the selected
personalities include Natural Heritage
Tulsi Das (author of Ramcharitamanas) Ganges is the heritage river of India. The Ganges
Kabir Das (Social reformer) itself is one of the major attraction of Varanasi.
Rai Das (social reformer) Although there are several cities developed on the
Bharatendu Harishchandra (writer) banks of river Ganges, it occupies very important
Premchand (writer) place in Varanasi. The river flows towards north
Vagish Shastri (Sanskrit Scholar) direction in Varanasi. The course of river touches
the ghats as if it blesses the pilgrims. The aerial
Jaishankar Prasad (writer)
view gives a projection of the river in the shape of
Tansen (musician in the court of Emperor Akbar) trishul (trident) and the city is in the edges of the
born in Varanasi trishul. Varana and Asi two streams join Ganges and
Rani Laxmi Bai (Freedom fighter known for bravery several feeder ponds were also connected with the
and leadership) river and some of them disappeared over a period of
Sampurnanad (Freedom Fighter) time. The river in Varanasi is also has a tortoise
Lal Bahadur Shastri (politician Former Prime Minister) sanctuary. There are several kunds (Ponds) which
Pd. Madan Mohan Malaviya- Founder of Banaras are equally important in terms of heritage is concerned.

at different time periods stand today as one of the
oldest living cities in the world. The sociological
and economic condition also changed over a period
of time where the migrants from different places of
India and even abroad occupied the available space
and more demand for space often caused the
urbanscape to expand the boundaries further beyond.
We can find a good number of foreigners reside in
the city comparatively for a longer period and some
of them enter in business ventures such as guest house
management, restaurants etc. These points out
migration as a continuum and a never ending process.
Increased pressure on resources also exposed city in
Plate 6: River Ganges in Varanasi to the threat of modernization.
Source: Google Earth Plate As the development process poses threats to the
structural and visual heritage (Oers, 2010), cry for
preservation is dealt differently by different authorities.
As opined by Seravo (2011) urban conservation was
born out of disorientation and dismay. Assessing the
heritage value and tangible and intangible heritage
resources are yet to sort it out. Heritage resources
are public good (Heritage Canada Foundation). Another
point worth to mention here is heritage is subjective
as different people attach different values to it
(Howard, 2000). Built heritage has a potential for
enabling people to make ‘a journey to the past’,
historic sites usually attract many tourists (Ernawati,
J). According to Rojas Sustainable urban heritage
preservation to be a part of larger rehabilitation
Plate 7: Varanasi City process. Ashworth and Turnbridge (2000), (Ashworth,
Source: Google Earth (forms the Trident shape 2013) explained the interrelationship between urban
and lows towards north) cities, heritage and tourism.
Major issues of heritage preservation in Varanasi
In Pali literature (Nanamoli, 1972) mentions Banarasi
1. Alienation of the old temples in to the new
cloth as one of the finest one, which indicates the
temples
popularity of Benaras in terms of weaving. In the
later years, Silk became popular and silk route 2. Dilapidation of historical structures
connected East and west. Islamic rule also brought 3. Land encroachments and illegal occupations
the art of carpet weaving to Banaras and at present 4. Visual distortion of historical monuments
the carpet business is expanded to districts adjacent 5. Lack of originality or authenticity in
to Varanasi. reconstruction of history to tourists by
Heritage Preservation: Issues and Challenges unauthorized guides and tour escorts.
6. Commercialization of heritage value of folk
Present Study focus on the transformation of Varanasi events
from Banaras, the religious transformation, cultural 7. Duplication of products such as carpets/silks
and artistic transformation, and emergence of a etc for the profit purpose
cosmopolitan urbanscapes. A society’s values, attitudes
8. Lack of integration of preservation activities.
and social ethos give form and content to specific
urban structures (Bianca, 2010). Banaras 9. Litigation by residents who occupy illegally
accommodated the cultural and religious infusions in old buildings

10. Negligence or lack of heritage consciousness the economic empowerment of the host community
by authorities or hosts in a historical attraction. The non economic values
The above said issues can be found in many other include consciousness of people about the importance
cities as well but there were several examples of of preserving the place/event/traditions for future
heritage management plans and its successful generations, initiative by various agencies for
implementation. It is found that the original location conservation. It also invites the attention of scholars
of religious structures changed over a period of time. to conduct further studies on various elements in
Similarly encroachment of buildings that include different aspects. Varanasi is one of the most suitable
monuments and heritage structures adversely resulted samples of city of religious tolerance where a great
in recreating the history. The main issue here is deal of cultures and religious systems has been living
conservation of cultural identities and related intangible since centuries (Kutlutürk C, 2013). This definitely
values. The heritage components of Varanasi are suits to the synonym of Varanasi as the oldest living
illustrated as below. city in the world.
Conclusion
Built
Religious Heritage Intangible
Heritage Heritage This study connects to the historicity of Varanasi
and the importance of preserving its heritage for future
History Personalites generations. The biggest threat of the present day is
physical encroachment of space and demolition of
Trade (Banarasi
the old structures as well as invisible intrusion of
Natural
Heritage Heritage Silk, Carpet & modernity, commercialization to every heritage
Crafts)
attraction all over the world. The challenge of
maintaining the historical importance and heritage
(Diagramme prepared by the author) value needs to be addressed by the authorities. We
have seen the heritage buildings and iconic ancient
The above diagramme present different components structures were the target of Taliban in Afganistan,
constitute the heritage of Varanasi and how it is ISIS in Syria and the rebels of Yemen. Realising
evolved of history. Hence an integrated approach of the value of heritage is very important in order to
managing the heritage resources is important in order moot plans for preservation. War has become a major
to make it a sustainable one by thinking in a futuristic reason of damage of built heritage. The host
way. UNESCO lists cities based on the importance community has a dominant role to play in heritage
of a city that stands as an exemplary example of preservation and ensuring the historicity of Varanasi.
history, culture, traditions and living style of people. Improving the heritage consciousness, knowledge on
As suggested by various researchers, heritage has a various land marks of the city in the form of temples,
long term economic value. Tourism contributes to administrative and educational institutions etc.
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Tourism Spectrum From Obscurity to Capital to Tourist Destination:
Tourism March 2016, pp. 45-63 The Journey of Shimla
From Obscurity to Capital to Tourist Destination:

The Journey of Shimla
Raaja Bhasin*
ABSTRACT
The mid-Himalayan town of Shimla came into existence at the end of the ‘Gurkha Wars’ of
the early 19th century when the victorious British retained certain pockets as military outposts
and sanitaria. From an obscure hamlet, this went on to become the ‘summer capital’ of
British India and was the place from where a fifth of the human race was ruled for over a
century. The infrastructure was remarkable for its time, the architecture stood out in a
broad ‘colonial genre’ and with forests around and backdrop of snowclad mountains, the
natural setting was almost drawn off the top a chocolate box. Shimla may have started out
as a centre of governance and administration and that character was soon inter-layered
with a vibrant social world and despite its relative geographical isolation, a cosmopolitan
population and outlook. A rare combination of remarkable natural beauty, pleasant weather,
substantial remnants architectural heritage – while history and pomp and circumstance
pours out of every building’s pores – and the easy accessibility of today, have made this a
popular tourist destination.
Keywords: Heritage, History, Nature, Accessibility, Change.
Of India’s historic cities there will be few, if any (1965) added to the image of a perfect place in the
that will have a comparable level of history and hills.
heritage condensed into such a short time span and In the period before 1972, the date when Himachal
placed within such a compact geographical area. Pradesh was granted full-fledged statehood and Shimla
Substantially, this is also a heritage that did not stem became its state capital – and after the colonial phase
from within the land and community but drew from – the town had parked itself into a sort of cold storage
colonial power and from the architectural experience even in terms of tourism. The ‘See India’ guide on
of distant Europe and Great Britain. In the 1930s, Shimla (Simla) published in 1955 mentioned only
the celebrated journalist Malcolm Muggeridge three hotels – Cecil Hotel, Clarke’s Hotel and the
remarked that Shimla was ‘an authentic English Grand Hotel. The same guidebook emphasised the
production; designed by Sahibs for Sahibs without town’s natural beauty as its primary attraction stating:
reference to any other consideration.’ “A long walk in Simla leaves a trail of happy
From the very inception of the town in the 1820s, memories of pines, firs which the visitor assiduously
an aura of sorts developed around Shimla. It evoked preserves through the years.”
an idyllic lifestyle that lay coupled with colonial power. As far as its character as a tourist destination went,
During the colonial phase, it also seemed it was in these years just after Independence that
unapproachable for an ordinary person. For one, it Shimla shifted tracks and became an overwhelmingly
had its two worlds – the official and the social and middle-class driven tourist destination. Those who
both belonged to the British elite in India; a person had once longed to examine its unapproachable heights
of moderate means simply could not afford a trip to could now do so with ease. No longer did only the
or a stay in Shimla. Even after India’s independence wealthy and powerful come to spend entire ‘seasons’
in 1947, that halo and idyll persisted and was gently in Shimla. Descendants of indentured labour who had
egged on by India’s burgeoning film industry – movies moved from India to places as distant as Mauritius,
like ‘Love in Simla’ (1960) and ‘Shakespearewallah’ Fiji and Trinidad wished to visit the enigmatic town
* Freelancer Writer and Consultant, Shimla, Himachal Pradesh

Tourism Spectrum The Journey of Shimla
of which they had heard so much from their ancestors had wrested control of large tracts of north India –
and did so, like others, the moment they got an including most of present-day Himachal Pradesh.
opportunity. Deprived of their territories, many of the local hill
While this is still largely the case and the middle chiefs approached the powerful East India Company
class domestic tourist is still the backbone of Shimla’s for help. For a long time this assistance was not
hotels and the ‘tourism business’, in recent years a forthcoming. The turning point came when the
fresh trend of discerning and demanding travellers ‘Gurkhas’ – as these brave warriors had come to be
who are both Indian and foreign and who wish to called – began making damaging forays in the indigo
know more about the town’s rich past and heritage plantations of today’s Uttar Pradesh. This crop was
have also started visiting Shimla. Based on numerous vital for the ‘Company Bahadur’ as indigo was used
personal and professional interactions, one can to dye the uniforms of the Royal Navy. Four armies
categorically state that they also expect a much higher were raised against the Gurkhas who were defeated
level of service and facility. Here lies the rub of in 1815. A formal end to the ‘Gurkha Wars’ came
various often conflicting pressures – the demands when the Treaty of Sagauli was signed the following
and requirements of a state capital and its year. The victorious British restored most of the hill
administrative machinery and the desirability of better kingdoms to their original rulers and decided to retain
tourism infrastructure and facilities. The ambivalence certain key positions as military outposts and as
of the impact becomes apparent. While desiring to sanitaria. One of these posts was Shimla - earlier
preserve the elements of the past that translate into spelt Simla.
intangible and tangible terms – a noose appears around From a nondescript village whose name is variously
the core historical and heritage assets of Shimla which reported as Shimlu, Shemalaya, Semla, Shumla and
are its architecture and ambience and the natural Shemla, the town went on to become the ‘summer
beauty. That having been said, there is visible capital’ of British India. Another variation ascribes
economic movement in the tourism sector and the origin of the place name to Shamla – blue, or
employment and assets have been created at various dark lady – another name for the Hindu goddess Kali
levels. who is held in high veneration in these hills.
This paper sets out to try and examine the unique The first permanent and substantial house, built by a
history and heritage of Shimla and seeks to European in 1822, is regarded to be ‘Kennedy House’
contextualize this with tourism. which was the residence of Charles Pratt Kennedy,
In eighteenth century India a brand new urban concept the newly appointed Political Officer to the Hill States.
emerged – the ‘hill station’. Initially built by the In 1827, the station was visited by Lord Amherst,
British rulers of the country, these small towns the British Governor-General of India, and the
scattered across the country, grew from small military following year, the Commander-in-Chief, Lord
outposts, sanitaria and from focal points of foresters Combermere also came to Shimla. The tract that holds
and tea and coffee planters, to become retreats from the core of the town was acquired by the Governor-
the heat and dust of the plains. Over a period of General, Lord Bentinck in 1830 from the states of
time they created distinct lifestyles that had grace, Patiala and Keonthal - who had earlier been given
leisure and elegance as their hallmarks. Needless to the lands for ‘services rendered’ during the Gurkha
say, this lifestyle was there for the European residents Wars.
and for a limited number of Indians; overwhelmingly,
it was the ‘native population’ that provided services,
mostly of a menial nature, to sustain these fairly
opulent lifestyles. For example, in 1898, Shimla’s
population was 33,174 and of this 29,048 were Indians.
The origins of Shimla date back to the final years of
the eighteenth century and the opening decades of
the nineteenth. This was a period of considerable
turbulence in the hills of the western Himalaya. The
armies of Nepal had spilled over their borders and Kennedy House in the 19th Century

In 1864, under the Viceroyalty of John Lawrence, designs ranged from delicate sash, elaborate bay and
Shimla was officially declared the ‘Summer Capital’ complicated panes with diamond cuts. The range of
of the British Empire in India - a status it retained columns on various structures ranged from Corinthian
up to Indian Independence in 1947. Interestingly, the to Doric. In a word, architecture was eclectic and
Government ended up spending more time in this after the first shock, quite pleasing to the eye. And
little town than in the ‘real’ capitals - Kolkata (earlier, yet, the builder of New Delhi, Edwin Lutyens had
Calcutta) and later, New Delhi. The move to the hills taken one look at Shimla and pronounced: ‘If one
was normally made in early April, and the migration were told that the monkeys had built it, one could
back to the plains took place in late October or early only say “what wonderful monkeys - they must be
November. And during this period , a staggering one- shot in case they do it again”.’ If Shimla’s architecture
fifth of the human race was ruled from these heights formed a delightful potpourri, it was enhanced by
as the jurisdiction of the Indian Empire extended its chocolate-box setting in the lower Himalaya.
from Aden in the west, to Myanmar (earlier, Burma) Woods of oak and flowering rhododendron, pine and
in the east. From 1871, the state government of the cedar surrounded the town and this picture of idyllic
Punjab also began moving to Shimla from Lahore retreat was framed by the snows of the northern peaks.
for the summer months. Today, the lingering strands of Shimla’s past still
Momentous political decisions were taken in Shimla echo through its streets and buildings - which have
– the most significant being the discussions that finally so much history packed into them. In its old
led to the partition of India and the creation of the architecture, the town still holds the memory of
state of Pakistan. In the post-independence era, the Britain’s imperial dream - made all the more
historic ‘Simla Agreement’ was signed on 3 July 1972 fascinating as much of the design is European while
between India and Pakistan. The Agreement declared many structural elements are indigenous.
that all issues between the two countries would be Largely compressed between an altitude of 1,900 m
settled bi-laterally. From 1947 to 1956, Shimla served and 2,200 m, Shimla is built like a long south-facing
as the state capital of Punjab (then called ‘East Punjab). curve across a series of hills – with a few limbs that
In 1966, the district of Shimla was transferred to the stretch in other directions. The core of the town is
state of Himachal Pradesh. The town of Shimla has its pedestrian Mall and the bazaar that lies just below
since been its state capital. this. This is also the part of town that has most of
Municipal governance was introduced as early as 1851, the hotels and lodging houses. From here, fans the
piped water was available from the 1880s, hydro- intricate network of roads, steep staircases and paths
electric power was available in the early 20th century, that connect the different pockets of town. This heart
an engineering marvel of its time, the Kalka - Shimla has an area of less than half a dozen square kilometres.
railway line was completed in 1903 and one of the It is this pocket that forms what may well be called
world’s early ‘automatic’ telephone exchanges began Shimla’s core heritage precinct. Looking at this area
functioning in Shimla in 1922. is where we can find many of the answers (as well
As the summer capital, Shimla also saw a spate of as additional questions) of Shimla as a unique tourist
remarkable building activity in the town and some city.
of the fine structures of the British-colonial genre As the town of Shimla grew through the nineteenth
still stand over its hills. Neo Gothic vied with mock- century, its Mall steadily developed as the town’s
Tudor and Norman Baronial jostled for space with commercial street and the hub of its social life. The
Swiss Bavarian chalets. Every possible construction road, which is some five kilometres in length, starts
medium used at the time found a place in Shimla. in the west at the gates of the former Viceregal Lodge,
Stone could be as finely worked as the ashlars on the present-day Indian Institute of Advanced Study
the lower section of the Telegraph Office, the neat and ends at Chhotta Shimla, ‘small’ Shimla, in the
half-round dressing of the Municipal Offices or a east. The route has bends, as one would expect any
raw stacking used to raise a cottage wall. Cast iron, hill road to have, but its nature essentially follows
brick, wood and mud - this last was often mixed a wide sweeping curve along the hills. The primary
with pine needles - in various forms were used by aspect is south facing and affords a view of the valley
some of the finest architects of the time to create below the town and of the foothills that reach out to
something of a fairyland version of Britain. Window the plains from its habitation.
The Former Viceregal Lodge
Fine Burma Teak Woodwork at the Former Viceregal Lodge
The core of the Mall is the row of shops that take one point of time, it was regarded to be as fashionable
the approximate mid section of the road and traverse as the finest streets of London, Paris or St. Petersburg
for about a kilometre and a half along its length. At and every morning, the tarmac was washed down by

Tourism Spectrum
The Mall Today
The Post Office
mashki’s carrying goatskin bags full of water. framing, a varied roofline, assorted columns and
Architecturally, this stretch is often likened to an numerous decorations have given this row considerable
English small-town marketplace. Elements of Tudor character. The row also has a variety of windows

Tourism Spectrum
that range from bay, to sash-barred and to diamond- cupolas that hold bay windows. Reminiscent of Italy,
cut panes - and some unusual elements also find acroteria of urns can be found on a couple of
expression and take the form of Mughal - inspired structures. While decorative devices abound, the
Christ Church, Shimla
Scandal Point

Restoration Work in Progress at the Gaiety Theatre
The Cast of the ADC Play ‘A Gaiety Girl’ Staged in 1900.
aspects of safety were hardly neglected. The presence adjoining structures. Despite its very European
of ‘fire walls’ between buildings ensured that fires appearance, in 1900, only fifteen were owned by
remained contained and did not spill over to the British shopkeepers.

Apart from the shops, where several buildings still Gothic structure was completed in 1887 and once
retain elements of a bygone glory, the street holds the towered above the town. The theatre itself is modelled
famous recently restored Gaiety Theatre whose neo- after the prize-winning design of a bijou theatre and
Shimla’s Southern Slope in c.1900
Shimla’s Southern Slope in 2015

is remarkable for the quality of its acoustics that allow hole.” The description holds true even today.
the lowest whisper to carry to the farthest corner of A major determinant of the town’s character and social
the hall. Adding to the Mall’s ambience, are the ethos, the Mall has modified its colonial and rather
Municipal Offices housed in an impressive dressed- snooty ambience to reflect the Indian market-centric
stone building; this, at the time of writing is under lifestyle. Yet, the original colonial architecture,
restoration. The General Post Office and the spire of somewhat crumbling, somewhat forlorn and yet, almost
Christ Church on the Ridge, add their own touches of unforgivingly still its spine, the street remains the
background atmosphere. At the cross road where one town’s social hub and for many, also its economic
arm reaches to the Ridge and another to the Post Office core. There is hardly a visitor who will not rush
is the famous ‘Scandal Point’ and the apocryphal tale there on his very first day in town. Its stores may
goes that a former Maharaja of Patiala carried off be expensive in comparison with the Lower Bazaar
the British Commander-in-Chief’s daughter from this that runs parallel to the Mall some metres below,
spot. The story is as unlikely as any, and the truth of but yet this street is perhaps one of the most visible
the place-name probably stems from the fact that that reflections of the principle of democracy anywhere
earlier - as now - it was the place where people gathered in the world. This perhaps, is born out of the fact
for both conversation and gossip. that this stretch remains one of the longest stretches
The southern slopes immediately below this row of of open public road anywhere in the world that is
shops are regarded to be one of the world’s most lined with stores and where motor vehicles are not
densely populated hill slopes. Over a hundred years allowed through its core. Only select cars that carry
ago, the celebrated writer Rudyard Kipling described dignitaries, and service vehicles ply through the street.
this stretch in Kim as: “The crowded rabbit-warren Interestingly, before 1947, only three carriages and
that climbs up from the valley to the Town Hall at later, cars were allowed into the town. These belonged
an angle of forty-five. A man who knows his way to the Viceroy, the Commander-in-Chief and the
there can defy all the police of India’s summer capital. Governor of the Punjab; the town’s Civil Surgeon
So cunningly does veranda communicate with veranda, was allowed a jeep and motorcycle. The Mall also
alley-way with alley-way, and bolt-hole with bolt forms the core of Shimla’s notified ‘Heritage Zone’.
The Mall

Apart from the attraction that the Mall has as a increase in the quantum of solid waste, along with
shopping area, certain other aspects come to the fore changes in its composition; there is severe pressure
when viewed through the lens of tourism that is on existing civic amenities like water, drainage and
responsive, sensitive and sustainable. Of the many sewage and at the time of writing an outbreak of
factors that come to the fore, some are: jaundice has affected thousands; there is large scale
1. The pedestrian nature of the area which allows and unplanned construction - with most of it
for free and safe movement of all age-groups and completely incompatible with the environment and
of varied physical mobility. character of the town; there is a change from a
2. The restoration of the Gaiety Theatre that has pedestrian and equestrian character to one of motor
created a range of cultural activity in the heart vehicles, with inadequate provisions in terms of roads,
of the town and the precinct. This has substantially parking and regulations and an erosion of the town’s
enhanced the cultural visage of the town. woodlands has taken place. (This last is especially
noteworthy as Shimla has what is perhaps the last
3. The street, to a large extent, retains its architectural
surviving ‘urban forest’ in the region - and that too
charm and is substantially authentic. This is despite
of an alpine-temperate nature in what is otherwise a
numerous superficial changes made in the facades
tropical zone).
and in the shop-signs.
One of the most unfortunate aspects of this phase
4. Many of the structures are shop houses and are
has been the neglect and steady deterioration of the
occupied by families. This adds to the authenticity
original structures of Shimla. Their aesthetics,
and activity of the area as even after shop hours,
functionality, environmental compatibility and a wealth
some sort of activity continues and the place does
of experience and design, are steadily crumbling out
not seem desolate.
of sheer neglect - or at best, out of clumsy
Here, as elsewhere, most of Shimla’s built expressions maintenance. Many structures have been lost to fire.
of colonial lavishness came into being last quarter This problem is likely to intensify, as the buildings
of the nineteenth century and in the opening years are still in use as houses, offices and shops. At the
of the twentieth. This broadly coincided with what same time one can safely say that structures like
is termed as the ‘high noon’ of the British Empire. this are never going to be built again – especially in
If the great monuments of imperial might dominated this part of the world. Also, several items of a more
the spurs and gave the town its unique visage, it public nature like post boxes, the cast-iron lampposts,
was the old houses and shops of Shimla that gave it water hydrants and benches that had considerably
much of its body and character. And coupled together, enhanced the character of the town have been removed,
they gave the town a built inheritance – arguably, others are damaged - or are lying dumped in various
the likes of which exists nowhere else in the world. stores. A revival is however apparent with the excellent
It may be added that apart from the architectural rain-shelters and some other civic measures that are
diversity, Shimla has what may well be one of the underway and have reached out to find compatibility
world’s few surviving urban forests (as distinct from with the town’s past. The Department of Town and
parks and gardens). Country Planning (Government of Himachal Pradesh)
That having been said, Shimla has changed from a lists54 buildings as heritage ones in the core list while
colonial fairyland to a town beset with very real civic 329 buildings are listed by the Indian National Trust
and other problems that are eroding its original ethos for Art and Cultural Heritage within and around
– and a modified form of its original character may Shimla.
well hold the key to the town’s future and its well- Over the years, the type and range of accommodation
being for both tourists and residents. From a place and of the travellers those that used the clubs, hotels
that once held only the rulers and a service providing and guest houses provides us with insights of the
population, today , a copious ‘middle’ and ‘lower growth (or decline) of the tourism industry in Shimla
class’ has emerged – and for them, this is a place of and its altering role. For a start, what we call tourism
opportunity and employment. This segment is almost in the present context derived from the World Tourism
entirely dependent on Government or private Organization definition as “travelling to and staying
employment, trade and the critical tourism industry. in places outside their usual environment for not more
The issues at hand are numerous – there is a substantial than one consecutive year for leisure, business and

other purposes" was not totally applicable in colonial Rarely mentioned but significant especially in the
Shimla. People often stayed in what were refered to number of occupants were the numerous ‘dharmshalas’
as ‘chambers’. For example, one of Shimla’s oldest and that were used by budget travellers. Most of
hotels was Abergeldie which was called (and still these were situated around the Lower Bazaar and
is) ‘Titla Hotel’ after the original owner, Colonel the old Cart Stand near the Ripon Hospital. The Rai
Tytler; this and its adjunct the Abergeldie Cottage Sahib Puran Mall Dharmshala, the Bindu Raj
had ‘chambers’ or small flats where people stayed Dharamshala and accommodation in the Ram Mandir
for weeks, months – or even took these year after may be mentioned. In addition, Shimla’s residents,
year for the ‘season’. The Central Hotel had especially in summer, would have guests that could
‘residents’; ‘Fontainbleau’ called itself a ‘boarding be friends or family; a popular phrase went: “Shimla
house’ while the exclusive United Services Club
has three kinds of ‘falls’ – rainfall, snowfall and
provided substantial accommodation to its members.
‘guestfall’.”
Later years saw the development of large hotels, Mrs.
F.E. Hotz built the Cecil and then, in Shimla’s suburb’s After the lull of the mid twentieth century, tourism
the Wildflower Hall; the Chevalier Peliti developed has seen a revival and contextual change in the last
the substantial complex of the Grand Hotel. couple of decades.
‘Bantony’, one of Shimla’s Old Houses that is Falling Apart Now
Broadly, we find the issues of tourism and its impact 70s saw the town in a relative dip and then came a
altering through the various phases of the town’s tourism revival that was substantially based on the
history. The pre-Independence years catered to long Indian middle class.
term residents who were belonged to a colonial and Post the mid-1990s the more discerning and demanding
Indian elite. The years immediately after India’s visitor started arriving in greater numbers. Educated,
independence and the decades of the 1950s, 60s and aware, well-heeled and with a greater interest in the

Tourism Spectrum
town and area’s history and heritage, these tourists the acceptable limits of change. Uncontrolled
are both Indian and foreign. In terms of numbers, conventional tourism poses potential threats to many
this may still be a niche, but in terms of visibility natural areas around the world. It can put enormous
and impact they are substantial. These are people pressure on an area and lead to impacts such as soil
who look for experiences and a high level of service. erosion, increased pollution, discharges into the sea,
This is where creative tourism is necessary and in natural habitat loss, increased pressure on endangered
Shimla’s case, requires a greater window to its past species and heightened vulnerability to forest fires.
which can be provided by low environment impact It often puts a strain on water resources, and it can
activities like walks and hikes. Fortunately, adequate force local populations to compete for the use of
literature is available on this and now, should be critical resources".
taken to where it can become a mobile phone app. Of Shimla’s tourism assets, perhaps the most authentic
While purists may question these means, the world and one capable of providing a powerful experience
over, historic cities have successfully showcased their is the Kalka Shimla Railway line. A UNESCO
past through the means of sound and light shows or inscribed world heritage site, the line covers 96.54
through multimedia presentations; this is something kms. of mountainous track and rises from Kalka at a
that is missing in Shimla. 640 metres to Shimla at 2,060 metres. Initially, the
Urban regeneration and revival is pushed (or pressured) gauge had been set at two feet, and on the
by cultural tourism. Many successful cases of this recommendation of the military, this was expanded
have been driven by citizens, government and to the standard two feet six inches norm of hill
stakeholders acting in unison. While government and railways. The ruling gradient of the track is one in
stakeholders have been acting (often independently thirty-three. The idea of a rail link to Shimla had
of each other), substantial citizens’ participation is been presented as early as November, 1847 by a
still minimal. In the absence of carrying capacity correspondent of the Delhi Gazette - this was six
studies, much is open to surmise and speculation. years before the first train whistled through the Indian
Here, the conflict between requirements of the town’s sub-continent running between Mumbai and Thane.
permanent residents and of tourists – and of inadequate It was on 9 November 1903 that the line was opened
infrastructure to serve both (or either) may also be to traffic as a link from the Delhi- Ambala-Kalka
cited. At the time of writing, the highway leading to branch of the East Indian Railway. The broad-gauge
Shimla is being widened. Once complete, this will line and the puffing giants ended at Kalka and then,
cut travel time by road. However, with the possibility littler locomotives and ‘toy carriages’ took the thirty
of increased vehicular flow, there is still inadequate inch gauge. Initially, there were 107 tunnels and in
parking space in the town and the road will end up 1930, as some of them were defunct, they were
resembling a funnel with a wide highway leading to renumbered to 103. Today, there are a 102 but for
narrow (and therefore congested) streets. tradition’s sake, the line is still referred to have a
UNEP DTIE on the environmental impacts of tourism, 103 - the figure it has had for most of its life. There
points out that the quality of the environment, both are eight hundred bridges and nine hundred curves
natural and man-made, is essential to tourism. and during its course through the picturesque
"However, tourism's relationship with the environment countryside that characterizes the lower reaches of
is complex. It involves many activities that can have the Himalaya, at times the line goes through a
adverse environmental effects. Many of these impacts succession of reverse curves of over thirty-six metres
are linked with the construction of general radii. It is perhaps, the tunnels and bridges that have
infrastructure such as roads and airports, and of tourism given so much character to the line. All the tunnels
facilities, including resorts, hotels, restaurants, shops, were built between 1900 and 1903. The longest one
golf courses and marinas. The negative impacts of is at Barog - and is over a kilometre long.
tourism development can gradually destroy the With all the adjuncts, as a historical city Shimla is
environmental resources on which it depends". unique. Its geographical and historic positioning and
Regarding the three main impact areas, UNEP DTIE the relative small size of its heritage area place it almost
concludes that negative impacts from tourism “…occur in a category by itself. Its core assets remain what they
when the level of visitor use is greater than the were almost what they were a century ago – architecture,
environment's ability to cope with this use within ambience, historical worth and natural beauty.

Tourism Spectrum
The Old Steam Engine at Shimla Station
Barog Railway Station in the Early 19th Century

APPENDICES
Detail of Foreigners Visiting Himachal Pradesh (Including Shimla)
Year 2002 Year 2003 Year 2004
Country No. of Bed nights No. of Bed nights No. of Bed nights
visitors spent. visitors spent. visitors spent.
U.K. 17524 37877 23881 43986 28496 40966
France 13435 28889 15155 26910 16182 23716
Italy 5325 11303 5857 10574 11500 16260
Canada 3909 8357 4377 7660 5734 8645
UAE 31 63 155 283 180 280
Pakistan 0 0 241 541 155 241
USA 8159 17617 10584 19935 12001 17231
Germany 8069 17245 12311 21809 12955 18158
Malaysia 1173 2491 1884 3542 2031 3171
Australia 5809 12541 6463 11558 7831 11857
Switzerland 4050 8592 4956 7700 4239 6345
Bangladesh 1696 3919 1599 3012 890 1348
Sri Lanka 206 477 73 126 346 542
Japan 5009 10414 5015 9122 4457 6426
Saudi Arabia 5 16 119 187 315 492
Singapore 674 1407 954 1834 1136 1776
Iran 67 142 258 499 322 525
Others 69242 146534 74020 159583 95574 144088
Total 144383 307884 167902 328861 204344 302067
Source: Department of Tourism and Civil Aviation, Himachal Pradesh.
Break-up by District and Year of Domestic and Foreign Tourists in Himachal

Year 2002 Year 2003 Year 2004
District Indians Foreigners Indians Foreigners Indians Foreigners

Bilaspur 477201 166 518299 220 584706 87
Chamba 357060 1211 404609 1177 450803 1466
Hamirpur 21786 54 36190 75 41532 92
Kangra 828653 29060 891516 32146 1012567 38713
Kinnaur 9629 3439 12109 3751 14219 4609
Kullu 1072695 48352 1290438 57833 1477324 69649
Lahaul & Spiti 28175 20130 35411 23585 40897 28615
Mandi 2244554 2240 220202 3052 269479 3581
Shimla 1227710 37860 1373635 44400 1597246 55382
Sirmaur 346321 676 354128 544 393596 726
Solan 236715 1164 263499 1102 288546 1424
Una 128418 31 144378 17 174154 0
Total 4958917 144383 5544414 167902 6345069 204344

Figures include religious tourists.
Source: Department of Tourism and Civil Aviation, Himachal Pradesh.

Estimate of Domestic And Foreign Tourist Arrival For The Year 2014
Month Bilaspur Chamba Hamirpur Kangra Kinnaur Kullu Lahaul
& Spiti
I F I F I F I F I F I F I
Jan. 61320 12 86471 9 48511 0 127624 6137 40 9 106218 3342 0
Feb. 63853 25 77310 15 57269 0 171231 6025 20 2 115924 3636 5
Tourism Spectrum
Mar. 60201 30 82632 59 51823 0 188672 9367 25 7 253132 7363 0

Apr. 199091 42 84475 72 153247 0 277024 13749 101 55 320514 8881 6
May. 106545 13 86856 89 56953 0 270802 14121 655 179 383762 11344 5366
June 102206 6 90632 59 51231 0 184525 6234 1240 645 413637 10432 20899
Vol. 2, No. 1, March, 2016

July 90994 6 98314 65 58752 4 131465 4968 6300 555 329665 13397 27756
Aug 99934 10 95093 77 52195 2 177474 6634 4230 320 456671 13267 23358
Sept 102637 4 87133 207 54856 2 227967 6937 10211 247 308865 12136 4246
Oct 198123 2 102814 159 52866 0 231628 14257 2200 45 277061 12035 3103
Nov 85022 4 100739 124 67236 0 114912 7726 1150 7 171289 7182 483
Dec 71341 2 98405 35 48246 0 127564 6324 325 13 50698 1294 60
TOTAL 1241267 156 1090874 970 753185 8 2230888 102479 26497 2084 3187436 104309 85282
Source: Website of the Department of Tourism and Civil Aviation, Himachal Pradesh. www.himachaltourism.gov.in
Month Mandi Shimla Sirmour Solan Una Total
59
F I F I F I F I F I F I F
Jan. 0 55413 774 231510 9880 77924 239 58265 581 69965 16 923261 20999
Feb. 1 59322 592 200813 8280 76719 190 56318 720 65770 39 944554 19525
Mar. 0 70440 643 218019 13601 78256 316 75663 989 66285 32 1145148 32407
Apr. 4 76429 593 380978 14364 105644 365 93076 475 165741 26 1856326 38626
May. 241 83809 1038 451237 13562 108803 536 85113 560 92017 21 1731918 41704
June 674 97561 1062 231257 14568 81212 225 73620 179 125147 24 1473167 34108
July 1124 85947 560 196701 12367 62468 317 87923 620 125638 22 1301923 34005
Aug. 894 89798 925 240662 14961 54871 207 58594 198 108563 12 1461443 37507
Sept. 1515 86055 724 257091 14214 59023 184 85126 313 153980 16 1437190 36499
Oct. 594 97286 805 288172 13234 61628 183 98724 416 197435 28 1611040 41758
Nov. 48 71628 832 209741 12637 64916 48 62292 330 108267 32 1057675 28970
Dec. 16 62844 641 287456 14567 67762 302 79018 385 87337 12 981056 23591
Total 5111 936532 9189 3193637 156235 899226 3112 913732 5766 1366145 280 1.6E+07 389699
% age change 8.22% (-)5.93%

Indian 15924701
Foreigner 389699
Total 16314400
Total increase 7.83%
Note: The above estimates are inclusive of religious tourists.
ISSN No. 2395-2849

Country Wise Detail of Foreign Tourist in Respect of Himachal Pradesh for the Year 2014 (Jan to December) (Consolidated)
District U.K. France Italy Canada U.A.E. Pakistan U.S.A.
Code > 311 176 208 142 278 259 312
NT BNS NT BNS NT BNS NT BNS NT BNS NT BNS NT

1 2 3 4 5 6 7 8 9 10 11 12 13
Tourism Spectrum
January 3435 3851 1003 1304 352 489 701 846 40 52 140 168 1951
February 5609 6158 547 695 316 438 774 953 24 29 0 0 1248
March 10036 12995 1438 1773 659 923 982 1189 67 94 59 78 2463
Vol. 2, No. 1, March, 2016

April 8770 9855 2598 3076 683 826 934 1141 665 749 367 439 2518
May 3839 5939 2308 3334 649 941 896 1601 48 112 17 24 3413
June 5333 5714 2530 3012 647 813 908 1206 46 57 145 162 4628
July 4332 5960 2238 2779 977 1371 690 967 4 8 146 176 2778
August 3508 5334 2760 3351 1670 1997 768 1294 609 864 40 52 2133
September 5043 8034 2119 3239 389 538 805 1329 53 64 337 483 2302
October 7774 8798 1603 2261 356 569 1413 2083 112 138 58 81 2049
November 9931 12798 1678 2405 911 1249 774 1169 0 0 0 0 2067
December 3216 4896 431 558 258 353 742 954 492 534 136 170 1518
TOTAL 70826 90332 21253 27787 7867 10507 10387 14732 2160 2701 1445 1833 29068
60
District U.S.A. Germany Malaysia Australia Swiss. Bangladesh
Code > 184 230 120 296 124 287 211
BNS NT BNS NT BNS NT BNS NT BNS NT BNS NT BNS

14 15 16 17 18 19 20 21 22 23 24 25 26
January 2347 666 892 1189 1384 1655 1627 148 186 908 1123 78 95
February 1488 454 599 1832 2319 1163 1440 226 290 798 1060 137 180
March 2901 1674 1937 499 725 838 1021 336 525 761 939 255 353
April 3142 1498 1711 421 465 1367 1632 481 718 1141 1230 632 782
May 5259 1645 2347 279 492 1517 2049 460 573 507 881 48 85
June 5558 1031 1350 447 581 1489 1893 441 596 450 572 121 154
July 3412 2031 2511 144 190 1499 1759 662 671 373 512 21 23
August 2944 2422 3646 150 170 956 1415 682 926 1173 1584 225 256
September 3629 1970 3017 587 909 1632 2182 431 670 708 1065 129 166
October 2615 1351 1819 472 611 1640 2158 326 464 802 946 242 295
November 2888 912 1437 676 1282 1744 2551 353 612 297 374 6 9
December 1920 486 646 1470 1890 1928 2546 119 148 1645 2279 80 104
TOTAL 38103 16140 21912 8166 11018 17428 22273 4665 6379 9563 12565 1974 2502
ISSN No. 2395-2849

Tourism Spectrum
Vol. 2, No. 1, March, 2016

District Srilanka Japan S. Arabia Singapore Iran Others Total
Code > 278 282 203 999
NT BNS NT BNS NT BNS NT BNS NT BNS NT BNS
27 28 29 30 31 32 33 34 35 36 37 38
January 218 248 19 24 126 286 19 26 8351 10301 20999 25249
February 185 225 24 59 67 105 0 0 6121 7919 19525 23957
March 408 489 32 49 216 267 50 63 11634 15427 32407 41748
April 630 749 34 47 147 175 33 49 15707 23757 38626 50543
May 940 1116 21 35 256 389 99 151 24762 29640 41704 54968
June 817 1526 152 200 490 688 0 0 14433 16771 34108 40853
61
July 897 1162 0 0 175 385 36 47 17002 25275 34005 47208
August 590 1049 79 96 321 388 4 6 19417 32830 37507 58202
September 498 682 0 0 649 764 16 24 18831 37498 36499 64293
October 502 662 51 66 397 501 88 109 22522 41971 41758 66147
November 380 604 0 0 237 479 0 0 9004 15403 28970 43260
December 113 148 1537 2006 507 680 13 19 8900 13229 23591 33080
TOTAL 6178 8660 2598 3346 3588 5107 358 494 176684 270021 389699 549508
ISSN No. 2395-2849

Pictures that may be used appropriately:
Shimla from a Distance
Rhododendrons in Bloom

Mahatma Gandhi in Shimla
Notes and References

1. Quoted by Kanwar, Pamela in Imperial Simla. pp. 1-2.
2. Ibid. P-4
3. Ministry of Information and Broadcasting, Government of India, See India: Simla. P-18
4. Ibid. P-10
5. The writer in conversation Yona Ramlakhan.
6. Kanwar, Pamela, Imperial Simla. P-2
7. Gazetteer of the Simla District, 1888-89. Pp. 24-25
8. Quoted by Morris, James in Pax Britannica – The Climax of an Empire, p – 261; footnote
9. Kanwar, Pamela in Imperial Simla. P-4
10. Vide notification no. TCP –F (5) 3/ 2001 dated 25.8.2007
11. World Tourism “UNWTO technical manual: Collection of Tourism Expenditure Statistics” (PDF). World Tourism Organization.
1995. p. 10. Retrieved 26 March 2009. Wikipedia
12. Liddell’s Simla Directory, 1901. Reprint 2005, p-30
13. Ibid, p-39
14. Ibid, p-45
15. Ibid, p-65
16. www.UNEP.org Page: http://www.unep.org/resourceefficiency/Business/SectoralActivities/Tourism/FactsandFiguresaboutTourism/
ImpactsofTourism/EnvironmentalImpacts/tabid/78775/Default.aspx

Tourism Spectrum
Tourism
Vol. 2, No. 1, Spectrum
March 2016, pp. 64-66 Call for Papers
Call for Papers: Tourism Spectrum

Vol. 3, N0-1, Issue-1/2 ISSN No. 2395-2849
Special Issue: Low cost carriers, Airports and Tourism
Patron and Founding Editor:Professor S.P. Bansal

Vice Chancellor, Indira Gandhi University, Meerpur Rewari, Haryana, India
Founder Vice Chancellor Maharaja Agrasen University, Baddi, Solan, Himachal Pradesh, India.
Special Issue Editor: Professor Cláudia Ribeiro de Almeida
Center of Spatial and Organizational Dynamics, University of Algarve, Portugal
E-mail: tourismdimensions@yahoo.com Website: www.tourismdimensions.in
Information About the Special Issue: Low Cost  Low cost carriers operational bases
Carriers, Airports and Tourism  Profile of low cost airlines passenger
In 2017 Europe commemorates the 20 th birthday of  Tourism destinations. From charter to low cost
liberalization of air travel process which brought a carriers
huge transformation for the air transport sector and About The Journal
for several tourism destinations, enterprises and
people’s regular life. TOURISM SPECTRUM is a refereed social sciences
The entry of new business models in the market, international journal focusing on the academic and
mainly the low cost carriers, played an important research perspectives of tourism and hospitality. While
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above all, new demand. Tourism Spectrum seeks to develop theoretical
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and thus to expand spectrum of knowledge and
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The Journal is published twice a year (September &
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some airports operations and tourism destinations in
Emphasizing an integrated approach to tourism in
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 Challenges and constraints of airport operations SPECTRUM also publishes Research Notes (RN). RNs
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Tourism Spectrum Call for Papers
reporting or updating on-going longitudinal research; publication that manuscripts submitted should not have
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aspect related to tourism are encouraged for this
 Abstracts (approximately 200 – 300 words) should journal. Being a broad social science journal its
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Tourism Spectrum Call for Papers
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Vol. 2, No.

Editor in Chief Patron and Founding Editor

Copyright © Tourism Spectrum, Prof. S P Bansal, Editor’ & Bharti Publications.

For subscription please contact Managing Editor, Tourism Spectrum

Published by: Onkar Bharti, on behalf of Bharti Publications, New Delhi.

All Correspondence Should be Address to :

1. Tourism Sustainable Governance Practices in Malawi as Tourist Destination: 1-10

2. Tourism-Historic Significance of Small Townships in a Dispersed Spatial Pattern: 11-20

3. An Empirical Analysis of Impact of Pilgrimage Destination Image on 21-27

4. Consumers’ Value Assessment on Location-Based Service Application as a 28-36

6. From Obscurity to Capital to Tourist Destination: The Journey of Shimla 45-63

Call for Papers: Tourism Spectrum 64-66

Tourism Sustainable Governance Practices in Malawi as

Introduction from the urban areas (Ministry of Tourism 2008)

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Table 1.2: Summary of Some Issues to Do With Governance for Sustainable

Source: Researchers data

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Male Female Total

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Malawi Bureau of Standards 1 1

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Tourism-Historic Significance of Small Townships in a Dispersed

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Jerilderie To Jerilderie To Sydney Beechworth

Site of se cond Be echworth

Kelly fam ily

Kelly fam ily

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An Empirical Analysis of Impact of Pilgrimage Destination

Introduction representation of a destination on the basis of

Suvidha Khanna Assistant Professor, SHTM, University of Jammu, Jammu

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Consumers’ Value Assessment on Location-Based Service

1.0 Introduction becomeimperative because marketing aims to connect

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