EVENT MANAGEMENT STRATEGIES FOR DEVELOPMENT

OF A TYPICAL TOURIST DESTINATION, INDIA

Thesis Ssubmitted to DDravidian University in Ppartial Ffulfilment

of the Rrequirements for the
Doctor of Philosophy in Management

By
B. BHARGAVA TEJA
Registration No. 00109222007

Research Supervisor
Prof. G. S. RAO
MA., MBA., DMSM., DECE., Ph..D.

DEPARTMENT OF MANAGEMENT, DRAVIDIAN UNIVERSITY

KUPPAM 517 425, ANDHRA PRADESH, INDIA
2013
 DECLARATION

I, B. Bhargava Teja, hereby state that the thesis

entitled Event Management Strategies for Development of a

Typical Tourist Destination through Indian Ethos submitted to

Dravidian University, is a partial fulfilment of the

requirements for the award of the Doctor of Philosophy in

Management iands my is my original work under the

supervision and guidance of Dr. G. S. Rao, Director, Badruka

Institute of Foreign Trade, Hyderabad. It has not

previously formed the basis for the award of any degree,

diploma, associate ship, fellowship or other similar title.

Place: Hyderabad B. BHARGAVA TEJA

Date: Research Scholar
 CERTIFICATE

This is to certify that the thesis entitled Event

Management Strategies for Development of a Typical Tourist

Destination, India, submitted by B. Bhargava Teja for the

award of Master of Philosophy, is a record of research work

done under my guidance and supervision and the thesis

has not formed the basis for the award to the scholar for

any degDegree, Ddiploma, Aassociate ship, fFellowship or

any other similar title and I also certify that the thesis

represents an independent work on the part of the

candidate.

Place: Hyderabad Prof. G. S. Rao,

MA., MBA., DMSM., DECE., Ph..D.
Date: Research Supervisor
Formatted: Indent: First line: 0.5"
 ACKNOWLEDGEMENTS

At the outset with all profundity I acknowledge my Mother and

Father Dr(Mrs).D.Hymavathi & Prof. Dr. B.H.Briz-Kishore F.I.E

along with my guru Dr. G.S.Rao who was the then Director,

National Institute of Tourism & Hospitality for inspiring me to

choose for Tourism & Hospitality sector in Management

Administration.

My sincere gratitude to my guide Prof.G.S. Rao, Director,

Badruka Institute of Commerce & Foreign Trade for

supporting me in all through my research pursuits with

committed affection.

My grateful thanks also due authority of the administration of

Dr. B.R.Ambedkar University for inviting me as Management

Consultant for their Department of Commerce & Business

Management. Particularly mention to be made the deft

support provided by Dr. A. Sudhakar, the then Dean and

present Registrar, Dr. Swamy, Head of the Department along

with Dr. Kiranmayi, Director of Student Affairs who extended

all their support during my research pursuits.

I would be failing if I miss to acknowledge Sri Bh. Sreeram

who is constantly with me for providing whatever required

material without any loss of time in addition to helping me in

bringing out the desired outcome with international standards.

Finally Dravidian University through its off campus SRC

College and the coordinating persons with well designed

course structure and organizing capabilities in assignments

through their off campus SRC college at Hyderabad is a value

addition despite certain delays in making the things to happen

as per schedule.

Lastly not in priority my personal attendants Mudhavat

Ramesh and Srikanth Goud along with my driver Mohammad

Qadar who have always facilitated me in achieving my task in

accordance with the schedules all the times.

Place: Hyderabad B. BHARGAVA TEJA

Date: 2nd May 2013 (Research Scholar)
 CONTENTS Formatted: Font: Verdana

CHAPTER – I: INTRODUCTION
1

1.1 Event and Event Tourism 2

1.2 Travel Events and their Synthesis 6

1.3 Indian Tourism and its Challenges 10

1.4 Objectives and Opportunities for

Tourism Studies 14

CHAPTER – II: LESIURE SYNTHESIS AT A

TYPICAL TOURIST DESTINATION 20

2.1 Analysis of Work,

Leisure and Recreation: 20

2.1.1 Classification and Categorization

of Tourists: 23

2.2 Significance of Attractions and

Attributes of the Destination 27

2.2.1 Prominent Features of the Destination

and their Attributes: 28

2.3 Segregation and Trends in Foreign

and Domestic Tourists: 38

2.3.1 Archaeological Circles and UNESCO

World Heritage Sites: 43

2.3.2 Assessment of Microcosm towards

Tourist Choices and Preference: 50

2.4 Motive Motivation Chemistry

and its Syndrome: 58

2.4.1 Human Construct towards

Travel Preferences: 63

2.4.2 Needs that bind Cognitive,

Emotive and Situational Psychologies: 65

1
CHAPTER – III: TRAVEL THROUGH INDIAN ETHOS
69

3.1 Events Meaning and Etymology

with their Evolution: 70

3.1.1 Roles and Responsibilities of an

Event Organizer: 73

3.1.2 Crisis Management and Negotiation Skills:77

3.1.3 Planning the Event through Indian Ethos: 81

3.2 Traditional Travel Terminology

and Hospitality Events: 86

3.3 Diet, Food and their Characteristics: 97

3.3.1 Diet Preferences and its Reflections: 99

3.4 Functional Mechanisms and

Formulations in Tourism Paradigm: 102
3.4.1 Myths of self actualisation and illusion
of dualities towards self realisation: 107
3.4.2 Traditional Drives and Activities 112

CHAPTER – IV:
SOCIAL, ECONOMIC AND CULTURAL
INFLUENCES AND THEIR IMPACT 117
4.1 Social Basis of Tourism Development: 117
4.2 Economy and its Changing
Facets and Phases: 120
4.2.1 Changing Phases of Economy: 122
4.3 Shifting roles of Women and
their Empowerment:
126 Formatted: Font: Verdana

4.3.1 Dispersions of Family Structures:

Social Prism and its Spectrum: 129
4.4 Nouveau Cultures and their
Emerging Patterns: 131
4.4.1 Cultural Metamorphosis in
Composite Families: 134

2
3
 4.4.2 Adaptation levels in Emerging Families: 138
4.4.3 Income-driven Psychologies and
their Changing Dispositions: 140

CHAPTER – V: STRATEGIES FOR DEVELOPMENT OF

A TOURIST DESTINATION 143
5.1 Changing Trends in Hospitality and
Accommodation 144
5.1.1 International Chains and FDI in
Hospitality Industry 149
5.2. Tourism Transport and its Synthesis 159
5.2.1 Reviving the Aviation sector for the
Tourism sector 164
5.3 Information Communication Technology 172
5.3.1 Effective Measures for Internet usage
and its Promotion 181
5.4 Liberating Tourism Education 184
5.4.1 Continuing Education for the
Career Ladder 189
5.5 Heralding an Ethical Curriculum 193
5.5.1 In Quest of Traditional Methods
of Pedagogy 197

CHAPTER - V I: SUMMARY AND CONCLUSIONS

203

4
 CHAPTER-I

INTRODUCTION

Incredible India is a land of vibrancy, colour, excitement

and wonder which warmly welcomes travellers or event goers,

being one of the richest ancient civilizations in the world with all its

hospitality traditions. On the one side, iIt is a land of breathtaking

extremes with unconquered peaks, tremendous heights,

unchartered glaciers and valleys and an unbelievable range of

vegetations and animal kingdom; on one side, and on the other side

a diverse multitude of cultures, languages, religions, costumes,

cuisines, fairs and festivals with the world’s enchanting and pristine

beaches on its long coast line. Any casual traveller is lured towards

its captivating destinations its for touring a world of shrill contrasts,

and gets physically invigorated, mentally rejuvenated, and

spiritually elevated with the amazing locations of splendour and

beauty.

Essentially, people willingly travel to India, or enter into aan

event-specific place for defined periods of time, to engage in

activities that transcend their experiences to a reality. The driving

force that brings tourists and the tourism industry together is

clearly tourism (Getz 1997) since the unifying factor among these

forces is the travel dimension between these otherwise diverse

5
communicants. Event management is a fast -growing professional -

field in which tourists constitute a potential market for planned

events and the tourism industry has become a vital stakeholder in

their success and attractiveness. From a tourism perspective, event

tourism is defined from both its demand (i.e., market or origin-

based forces) and supply sides (product or destination-based

forces) that pull the tourists by market or origin-based forces

(Weaver 2000) and push the tourists towards product and

destination-based forces. Experiences should be conceptualized and

studied in terms of(Gartner, 1993; Pike & Ryan, 2004; Tasci & Formatted: Font: Verdana, 12 pt

Gartner, 2007) three inter-related dimensions: what people are

doing, or their behaving (the ‘conative’ dimension), their emotions,

moods, or attitudes (the ‘affective’ dimension), and awareness,

perception and understanding (the ‘cognition’ dimension) while

analyzing event and event tourism.

1.1 EVENT AND EVENT TOURISM

The event is a happening in the process of doing something

consequent to the actions and activities of people. The etymology of

the word ‘event’ which has roots in Latin confirms the meaning

‘outcome for an event.’ Getz (2007) opined that event tourism

contributes from two main poles (tourism/events) and many specific

event types such as historical, personal, organizational etc.

Therefore, event-tourism corresponds to events as attractions and

6
image-makers with their psychological attributes and inclusive of all

planned events for the development of destinations. Now event

tourism is generally recognized as being inclusive of all planned

events in an integrated approach to development and marketing.

Kotler et al. (2003), while stating a point regarding one of

the main poles orf tourism, describes that it is related to a place

and time that involves the actions and activities of the people for

leisure pursuits. The statement indicates that an event is invariably

connected to people inseparable from a place where it happens,

booting all other related activities to that place resulting in an

event. The places where the tourists are drawn for making the trips,

towards physical attractions and psychological attributes, for

making the trips are known as the destinations. DA destination

represents a geographical region (Cooper et al 2005) and is an

amalgam of tourism products, facilities and supporting services,

facilitating the people at a given place, thereby making tourism

itself as an event. This has led several authors – David Weaver

(2002), Chris Cooper et al (2005), and Pat Schumann (2004) – to

deal with the subject of event management with all those related

activities at the destination. However, the way the world works and

events turn unexpectedly in life, means that they do not always

respond the way that one expects. More particularly, Newman

(1950) opined that travel events are related to sociological process

that involves actions and activities of people who are behaviourally

7
highly -unpredictable. But Henry Fayol (1949), the Mmanagement

guru of all times, states, that appropriate role- allocation for the

individual and the team makes the mission successful even on

unpredictable platforms, towards getting the desired results. These

events, which were once the realm of individual and community

initiatives, havse now largely becaome the realm of professionals

and entrepreneurs for their marketing and management.

Event management is anthe applied field of study and area

of professional practice devoted to the design, production and

management of planned events, encompassing leisure, recreation

and other celebrations and those in the domain of business and

corporate affairs (including meetings, conventions, fairs, and

exhibitions). The opinions and ideas formulated by different authors

that have contributed to the emerging subject of event, destination

and its management are codified and presented in Table -11.1 for

ready reckoning.

It can be observed from the Table that, Koontz (1980)

states that management is an art of getting things done by the

people through formally organized groups, which facilitate the

performance of an activity in the most professional manner.

Further, James Stoner et al (2006) explained that management is a

speciality that involves the process of planning, organizing, leading

and controlling the work of organization members, by using all

available resources.

8
 Table 1.1: Components &and Cconcepts of Eevent Mmanagement Pproposed by Ddifferent Aauthors
S.
Items
No.
1 Event (Happening)
2 Destination (Place)
3 Management (Managing
People &and Place)
4 Event Management/
Destination Management
Origin
Meaning (Dictionary-- Authors Concepts
Etymology (Latin)
Oxford)
Outcome A thing that happens Newman (1950) Combination of Human living and activity.
Kotler (2003) Specific act of people at a specific time and
place.
Purpose A place to which David Weaver (2000) Destination region is a geographical component
something/someone is going of tourism system.
or being sent Destinations are amalgams of tourism products,
Chris Cooper (2005)
facilities and services
A particular destination to support client needs.
Pat Schaumann (2005)
To direct The act of running or Koontz (1980) Art of getting things done by the people.
controlling James Stoner (2006) Process of planning, organizsing, leading and
controlling the work.
Management of Project Mmanagement Terry (1968) Goal- oriented multi- disciplinary group activity.
Happening and Place (festivals, events and Mc Farland (1979) Cooperative human effort.
conferences)
Getz (1997) An opportunity for social experience
A ceremony and a ritual to satisfy human needs.
9
 It can be further observed from the Table that Terry (1968)

lead the subject of event management by referring to event

management as an intangible, dynamic, goal-oriented multi-

disciplinary group activity involving the intelligent and judicious use

of human capital and resources for accomplishing the given

objectives or task. Accordingly, McFarland (1979) summarized these

ideas by denoting event management as a cooperative human effort

to create, direct, maintain and operate purposive organizations.

1.2 TRAVEL EVENTS AND THEIR SYNTHESIS

Although all types of events have tourism potential, starting

from the smallest wedding or reunion, mostly but the larger events

dominate in the tourism literature as planned events for their

development. Planned events are spatial–temporal phenomenon,

and each is unique because of interactions among the setting,

people, and management systems—including design elements and

the program. The roles and impacts of planned events within

tourism are of increasing importance for destination

competitiveness. A thematic approach is taken to classify all these

events along with their categorization and the same is presented in

Figure- 1.1

It can be observed from the Figure that the first component

of the event, namely, cultural, is highly community-, based and

comprises of factors such as history, religion, music and arts (Jamal

and Getz 1997), which are built around a group of people and are

passed on from one generation to another (Brady and Isaac 1975).

10
 Increase Font,

Figure 1.1: Classification of the Events along with Categorization towards Event Tourism

11
 Larry Yu (1999) further adds that these cultural events are

primarily based on religious beliefs which are an essential element

of the very nature of the cultural system. These events involve all

types of social activities which have tourism potential-- from

festivals to the larger events. The other category, namely, personal

events, involves generally a person in nature with family and friends

circles for celebrating important occasions such as weddings,

birthdays, new -born baby related celebrations and other such

ceremonies.

On the other hand, leisure/recreational events, which are

purely fun-based activities, such asinclude games and sports, whose

outcome are of a casual and sportive nature. Concepts and themes

fall under the last category of ‘other’ events that may include fairs,

festivals and award functions, which require extensive planning and

coordination in organizing them. Finally, organizational events

related to business are classified under the category of non-

recreation activity with a specific agenda and mostly related to

commercial, marketing and political activities and demanding

greater managerial skills. Based on their underlying concepts and

theories, the thematic classification is subsequently categorized into

recreation and non -recreation events (Bhargava Teja, 2009)

depending on the nature of benefit perceived by the people/tourists.

12
 But, according to Maslow (1954) people have certain

physiological needs, which are essential for their survival and the

survival of the human race, and beyond these needs they also have

psychological needs which are important for their well-being. Travel

is considered to be one of the several means of satisfying a need

although one may not necessarily express them or recognize how

travel actually is going to satisfy their needs. The process of

translating a need into visiting a specific destination or to undertake

a specific activity and event is the motivation which is a quite a

complex phenomenon for detailed investigation. However, Moutinho

(1987) clarified that motivation is a state of need and condition that

exerts a push on the individual towards certain types of actions that

are seen as likely to bring satisfaction.

The travel phenomenon is initiated (Bloch 1986) when

internally -generated needs establish themselves as an urge. It is

intensity of an emotional persistence (Izard, 1991) that sets up a

specific action tendency---which is the first sign to indicate that the

emotion is working to organize the thought into action. The action

tendency which is originated from the urge induces a person’s

perception to scan the environment for objects that satisfy the

need, which will become a motive. At this moment, the motivation

process involves situational parameters of the destination and the

socio-psychological construct of individuals. The felt need to

represents the motive which-by way of situational parameters such

13
as opportunity, time, and money-sets (Gnoth, 1997) the stage for

the process of motivation to actualize the desire to travel that which

is innate in the self.

1.3 INDIAN TOURISM AND ITS CHALLENGES

India is an ancient land of spirituality and shrill contrast

with its timeless uniqueness, abound with the soaring spires of

ancient temples with the living legacy of music, dance and culture.

The magical terrain is occupied by high peaks of mountains and hills

with mighty rivers, deciduous forests, long waterfalls, picturesque

valleys, and huge lakes. Numerous wildlife sanctuaries and national

parks preserve the grandeur and magnificence of her civilization

which is a virtual paradise for wildlife enthusiasts. With its historical

and cultural richness, India itself is a grand heritage site with

religious structures, predominantly Hinduism, followed by Buddhism

and other religions. In addition, it has a long coast line, measuring Formatted: Not Highlight

over 7517 kms, with the enchanting splendour some of some of the

finest beaches in the world with enchanting splendour and beauty

and dozens of beaches.

According to the World Travel and Tourism Council (WTTC,

2012), India will be a tourism hot-spot from 2009–2018, having the

highest 10-year growth potential. Presently, tourism in India is the

largest service industry, with a contribution of 7.68 per cent to the

national GDP and 7.8 per cent of the total employment in India. The

14
Archaeological Survey of India (ASI), under the Ministry of Culture

divided all the sites in India into 24 archaeological circles for

protecting the cultural heritage of the nation. Cultural and natural

heritage sites around the world considered to be of outstanding

value to humanity are considered for protection, management,

authenticity and integrity of properties and as a part of this

program, UNESCO recognized 27 world heritage sites out of which 5

are natural sites involving exceptional natural beauty and aesthetic

importance. With an area of around 33 lakh sq km, India is athe

land of 28 states, 6 Union Territories and 1 National Capital

Territory (New Delhi). Each state in India has its own unique

characteristic, tourism spots with a fairly- connected aviation

network, which are presented in the broad geographical map in

Figure 1.2.

It can be observed from the fFigure that the mighty

Himalayas form a natural barrier in the north, and the Indian Ocean

in the south, and the Bay of Bengal in the east and the Arabian Sea

in the west skirt the roughly -triangular peninsula. The fragile, but

protected, archipelagos of Andaman and Nicobar in the Bay of

Bengal and Lakshadweep in the Arabian Sea are also a part of the

Indian Tterritory.

The development of Indian tourism has passed through

several turbulent phases since it does not figure in the Constitution

of India for its planned developments. However, the Ministry took

15
several initiatives, over successive plan periods, by setting up of the

India Tourism Development Corporation (ITDC) in 1966, followed

by, Tourism Finance Corporation in 1989, to finance tourism

projects. In addition, the National Policy on tourism was announced

in 1982, following a national plan in 1992 for achieving a

sustainable growth in tourism, which was found to be inadequate.

16
Figure 1.2: Archaeological Circles along with International and Domestic
Airports in India

17
 Though, during 1996, the National Strategy for the

pPromotion of tTourism was drafted in tune with the liberalized

economic policies, it was limited for public debate in the following

year. Subsequently, the National Tourism pPolicy, along with state

policies, was formulated in the year 2002 as a major growth –

engine, primarily for poverty eradication and economic development

through an environmentally -sustainable manner. Steps are also

being taken by the Ministry for the development of human resource

through Food Craft and Hotel Management institutes, along with

encouraging hospitality units during these periods.

However, the study of tourism is not recognized as a

separate professional field or as a discipline of its own,. but iIt

depends on several established allied -fields such as anthropology,

geography and economy. Further, knowledge creation is found to be

largely ad hoc and fractionalized among diverse interest groups.

Furthermore, tourism and hospitality, like other relatively -new

fields of inquiry, are mostly drawing theory, knowledge,

methodologies and methods from many other disciplines because of

its multi-disciplinary character and approach driven by socio-

economic and cultural aspects. The manifestation on theory and

practice is a recent development, during the post 2000s (Getz

2007), which appears to be mostly experimental in nature, with

inherent, inbuilt weaknesses. Therefore, the genesis of the present

18
study is has germinated from the questioning by the Western

scholars of the complex proposition of tourism paradigm regarding

why people travel and what they need to enjoy during travel and

tourism which may be constituted as an unexplored proposition and

an unexplained thought.

1.4 OBJECTIVES AND OPPORTUNITIES FOR TOURISM STUDIES

In the view of the above, the author set himself to the task

of detailed investigations into the existing literature for developing

Indian tourism, which in turn to facilitate resolved the ambiguities

and uncertainties in the prevailing Western literature as referred

through the following works.

1. The terminology related to tourism, in general, and

meanings attached to the forms and types of events, in

particular, have not been given adequate research attention

and, hence, the meanings attached to travel and event

combinations have not been fully explored.

2. To evaluate national influence in the structure of

destination image (Gonzalez and& Andreu, 2004) in

particular affective and cognitive components, and explored

the criteria on the notion of place attachment which remain

comparatively under-explored (Gu &and Ryan, 2008) in

recreation and leisure- tourism literature.

19
3. To examine the paradoxical perceptions of different

researchers by treating push and pull factors either as

separate (Fodness, 1994; Ryan &and Glendon, 1998) or

related constructs (Kim et al., 2003; Klenosky, 2002;

Kozak, 2002) and/or push factors precede (Dann, 1977)

pull factors’.

4. Tourism literature indicates that industry services are not

paid any explicit attention (Murphy, Pritchard, and Smith

2000) on par and along with attractions of the destination,

though they have the capacity to drive and satisfy tourism

customers (Crouch and Ritchie 1999). Further,

manifestation of tourism studies and recreation

management involves multiple organizations to operate

within the framework of their policies, depending on several

established allied fields and continued to be under

developed field.

5. The idea of tourist destinations as a social construction is

not new (Saarinen, 2004), but understanding the cultural

context of image creation and how these images are

consumed through cultural filters has been described as an

area of neglect (Tasci &and Gartner, 2007; Young, 1999)

for future investigators.

20
 6. The varied perceptions of Western authors on Eastern

theories relating to that of concept of self-actualization or

self-realization (Grunow-Lutter, 1983) and further the

subjectivity involved in lifting the real self and ideal selves

during self-actualization fails to provide logical and

objective explanation for facilitating self-realization.

In view of the above, the author has taken up the study

through a series of well-planned integrated investigations aiming at

athe typical state of Andhra Pradesh (AP), which is a mini India,

along with its capital city, which is acknowledged as a microcosm of

Indian cultures. Detailed surveys arehave been carried out for

analyzing the data pertaining to the domestic and foreign tourists’

to all prominent natural and cultural attractions corresponding to

five periods. The observed trends arehave been extrapolated to the

all-India level, taking into consideration, the tourist data of all the

archaeological circles and UNESCO heritage sites in India, bearing

historical and cultural prominence of exceptional nature and beauty.

The impacts of socio-economic and socio-cultural factors, based on

which the tourism paradigm relies, are synthesized with a new

design and development of conceptual and schematic- portfolio

models. In addition, cognitive and emotive forces of tourism

paradigm are analyzed in relation to eastern philosophies for

identifying the mechanisms of self actualization, delineated by

Western authors, along with the impacts of socio-economic and

21
socio-cultural factors on the human construct. These studies are

directed towards identifying sensitive constituents in hospitality,

transport, technology and education, with their relevant pedagogic

techniques that act as stimulate to promote tourism.

The AP is like the ‘Kohinoor’ of India and is located mostly

on the world’s oldest rock –formation, known to be 2500 million

years old. The state comprises three major regions, viz. Northern

Circars or Coastal Andhra, Rayalaseema or Ceded districts and

Telangana. Each of these regions has its own distinct geography,

history, culture and spectacular natural beauty. It is a mini India

and is situated on the triangular Deccan Plateau in the Ssouth with

a long and beautiful coastline stretching over 1000 kms, across nine

of its twenty-three districts, and provides exotic, pristine beaches

associated with silver sands and golden sunshine. This antique land

is flanked by long stretches of discontinuous watershed mountains,

with deciduous forest all along the east coast, known as the Eastern

Ghats. The salient geographical features of the state of AP are

codified and presented in Table 1.2, for ready reference, along with

a broad historical backgrounds for further analysis.

Two major perennial river systems, viz. Krishna and

Godavari, flow in the state, fed by the south-west monsoons, which

join the Bay of Bengal, while Tungabhadra and Pennar (tributaries

of the Krishna), along with many other small rivers and rivulets, are

of a seasonal nature.

22
Table 1.2: Various Ddynasties that have ruled the Sstate of Andhra Pradesh
S.
Features Point of Significance
No.
1. Geography OThe state of Andhra Pradesh
occupies an area of 275,045 sq. km.
 Location Lies between 12°41' and 22°N
latitude and 77° and 84°40'E
longitude
 Climate Temperature ranges between 20 °C
and 41 °C
 Land Composed of most of the eastern half
of the Deccan Plateau and the plains
to the east of the Eastern Ghats
 Water Two major rivers, the Godavari and
the Krishna, run across the state with
many other small rivers and rivulets of
seasonal nature
 Wildlife The Eastern Ghats are a home to
&and dense tropical forests, while the
Forests vegetation becomes sparse as the
Ghats give way to the Deccan
Plateau-- where shrubs are more
common
2. History Andhra tribe was mentioned in
Sanskrit epics like Aitareya Brahmana
(800 BCE) and Mahabharata (400
BCE)
 Pre-Historic Megasthenes, a Greek traveller and
geographer, visited the court of
Chandragupta Maurya (322–297
BCE)
 Kingdoms After the decline of the Satavahanas
in 220 CE, the Cholas ruled the land
300 CE
Pallavas and Chalukyas
571 to 754 CE
Kakatiyas , 13th century CE
Vijayanagara Kings, 1336 to 1646 CE
Sultan Quli Qutb-ul-Mulk, 1518 to
1687 CE
 Modern India became independent from the
Hhistory United Kingdom in 1947
23
Remarks
HThe state has the second-
longest coastline of 972 km.
(604 m.) among all the states of
India
Fourth- largest state in India in
terms of area and fifth- largest in
terms of population
The west and south-west parts
have semi-arid conditions
Also known as the ‘Rice Bowl of
India’
River Godavari races through a
narrow gorge at Papikondalu
Horsley Hills is the departure point
for the Kaundinya Wildlife
Sanctuary
Natya Shastra, written by Bharatha
(1st century BCE), also mentions
the Andhra people
Buddhist books reveal that the
Andhras established their huts or
tents near the Godavari River at
the time of Great Emperor Ashoka
Built Choultry and tree shelters for
travellers and are also credited for
establishing peace in the country
Transition from rock-cut
architecture to stone temples
Encouraged literature, art and
architecture
Promotion of Indian values and
systems
Built forts and fortifications and
promoted dance and music
Andhra attained statehood on 1st
November, 1953, with Kurnool as
its capital
 Generally, the climate is pleasant in all seasons with mild

winters and warm summers all over the state., The with varying

ttemperature ranges between 20° and 40ºC during summers and

between 10° and 32ºC during winters. Though English is a widely

spoken language, Telugu is the official language of the state, which

is greatly influenced by the ancient Sanskrit language withand all

associated cultures and traditions, though English is a widespread

spoken language.

The entire work, its analysis, interpretation, and,

conclusions, form the subject matter of this thesis which is

presented in six chapters. The author is sincerely opines of the firm

opinion that the concepts developed during the present work would

go a long way in understanding tourism, drives and development

and would aidbe help ful for future studies connected with the

development of both destination -level attractions and industry -

level services in India and elsewhere in the world.

24
 C H A P T E R - II

LESIURE SYNTHESIS AT A TYPICAL TOURIST

DESTINATION
Time available for voluntarily performing activities by

human beings to relax their mind is collectively termed as Lleisure. Formatted: Font: Italic

Holloway and Taylor (2006) define Lleisure as free time or time that

is at one’s disposal and can therefore be utilized to embrace any

activity apart from work and obligatory duties. It is well known that

work is an activity directed towards making or doing something

andwhereas an activity is something or a lot of things being done or

happening. In the field of ‘Lleisure studies’, the relationship between

work, leisure and recreation has been the subject of inquiry for

many researchers. It has been dealt with differently by different

authors. All these differentiations on the subject of work, leisure

and recreation have been analyzed and described in the following

section.

2.1 ANALYSIS OF WORK, LEISURE AND RECREATION:

Many thinkers who have probed the subject of work, leisure

and recreation have put forth various views and ideas from time to

time. The key concepts advanced by different authors on the

subject are chronologically analysed, summarized and presented in

Table 2.1, along with their respective fields of specialization, which

possibly affected their individual perceptions.

25
 Table 2.1 Different Oopinions of vVarious Aauthors on Wwork, Lleisure &and Rrecreation, along with their Pprofessions
S. No. Concepts Opinions Authors and their Professions

Actively carried out either through free will for one’s own enjoyment
Roadburg (1983), GgGerontologist
or by assignment through payment to undertake stress and strain
1. Work
Work and non-work possess similar characteristics, except that there
Brook (1993), PpPsychologist
is freedom of choice in non-work
Sebastian de Grazia ‘Father of Leisure’ (1964), PpPolitical
To expand one’s own awareness and for contemplation
PpPhilosopher
A mental and spiritual attitude Pieper Josef (1965), German -Catholic PpPhilosopher
Pursuit of truth and self-understanding Gray David E. (1971), HhHistorian
2. Leisure
State of mind, of being at peace with oneself Neulinger (1974), German-American PpPsychologist
Entertainment and engagement Stebbins (1982), SsSociologist
A state of mind that is subjective in nature Stockdale (1985), PpPsychologist
For enhancement of mental and physical health Weaver and Lawton (2002), Eco Tourism(check) Formatted: Not Highlight

An act or experience Yukic T. S. (1970), Psychologist(profession, auth chk)

An act or experience to meet personal wants or desires AP John (1986), PpPsychologist
3. Recreation A universally accepted definition is an impossible proposition Hall and Page (2001), Geography and Rehabilitation(check) Formatted: Not Highlight

Totality of pursuits engaged during leisure Cooper (2005), GGgeographer

Entails active engagement or more passive pastimes Holloway and Taylor (2006)(check)) Formatted: Highlight

26
 It can be observed from the table that Brook (1993), while

classifying work and non-work, found that they have similar

characteristics, such as creativity, challenge, mental activity and

self- development, but non-work possesses freedom of choice,

which is socially oriented and discretionary. Roadburg (1983)

observed that individuals are motivated when they are paid for the

work they do and at the same time would also be willing to put up

with the stress and strain, whereas people who do work on their

own free will, without any payment, enjoy the work and have the

freedom to relax.

Sebastian de Grazia (1964), considered to be the ‘Father of

Leisure’ in the West, opines that leisure is not necessarily

recreational but helpful in expanding one’s own awareness and

contemplation. Pieper Josef (1965) considers leisure as a mental

and spiritual attitude and not simply a consequence of spare time, a

holiday, a weekend or a vacation. According to Gray David E.

(1971), leisure is an activity which involves the pursuit of truth and

self-understanding. Neulinger (1974) offers a psychological

understanding of leisure as a state of mind of being at peace with

oneself. Stockdale (1985) identified three main ways in which the

concept of leisure can be understood, viz. (i) as a period of time,

activity or state of mind, (ii) non-work or residual time, (iii) a

subjective view which emphasizes individual perceptions and belief

systems. Finally, Weaver and Lawton (2002) state that leisure and

27
relaxation are for the enhancement of mental and physical health,

amusement (entertainment, and escape), play (relaxation, and

exercise), adventure (excitement, and challenge), or education

(organized, and incidental), indicating the involvement of both

mental and physical activity.

TOn the other hand, the process of engaging oneself in

some pleasurable activity is known as Rrecreation. Yukic (1970) Formatted: Font: Italic

describes it as an act or experience. A. P. John (1986) defines

recreation as an act or experience to meet personal wants or

desires and further states that it is important for the individual to

get refreshed to resume his/her daily obligations, whatever they

might be. However, Hall and Page (2001) believe that to coin a

universally- accepted definition of leisure, tourism and recreation is

impossibility in itself. Cooper (2005) opined that recreation can be

thought of as the totality of pursuits engaged in during leisure time,

comprising those around the home at one end of the scale and

those connected with tourism at the other. Therefore, leisure and

recreation are two components of work, within a constellation of

related purposes, that include vacation, rest, relaxation and

pleasure.

2.1.1 CLASSIFICATION AND CATEGORIZATION OF TOURISTS:

Tourism, an element of leisure, involves the movement of Formatted: Line spacing: Multiple 1.75 li

people away from their permanent place of residence. A tourist is

someone who engages in tourism. In the words ‘tourist’ and

28
‘tourism’, the constituent syllable ‘tour’ and the suffixes ‘ist’ or ‘ism’,

when combined, suggest the act of leaving and then returning to

the original starting point. World Tourism Organisation (WTO, 1993)

classified tourists into nine categories, depending on the nature of

their travel, for statistical analysis. Subsequently, Weaver &and

Lawton (2000) and Cooper et al. (2005) classified ‘tour’ broadly into

three categories on the basis of the nature of movement, viz.

leisure / recreation, visiting friends &and relations, and business

and others. However, Pran Seth (2006) classified ‘tourists’ by

identifying each type of activity, involved in the tour, as having a

distinct purpose in itself. Classifications of ‘tour’ on the basis of

nature and/or the purpose of the journey, as proposed by different

scholars and their categorizations, along with the corresponding

details are presented in Figure 2.1.

It can be observed from the figure that the categories of

journey fall under three basic classifications, namely nature of travel,

purpose of travel and activities involved at the destination. It can be

further observed that the categorization of tourism on the basis of

attractions comprises of recreation, culture &and religion, sports

&and adventure, health, incentives and business conventions.

However, by considering the etymology of leisure / recreation from

the earlier- described concepts (Bhargava Teja, 2009), opined that

the element of recreation is experienced in all categories of tourism

except on travel for work and for carrying out obligatory duties.

Therefore, the author opines that all the categories of travellers,

except those on business.

29
Figure 2.1: Classification of Ttourism on the basis of the Nnature and Ppurpose of Ttourist Aactivities

30
tours, need to be clubbed under the category of recreation, and that

recreation cannot be viewed as a separate entity in itself. After a

detailed analysis, the author (Bhargava Teja, 2009) concluded that

the classification of tourism broadly falls into two types, namely (i)

recreation tourism, and (ii) non-recreation or business tourism.

However, travel choices are observed to be emanating from the

tourists’ assessments of destination attributes and their perceived

utility values (Kim et al., 2003).

Further, despite knowing that a destination is a social

construction (Saarinen, 2004) related to human beings and their

nature, it is always a complex proposition to investigate why people

travel and what they want to enjoy (Yoon &and Uysal, 2005) at

those destinations. The cultural creations and their images that

affect the destination choices of the tourists are still an area of

neglect (Tasci &and Gartner, 2007; Young, 1999). Therefore, to

validate the classification of tourists and their experiences, vis-à-vis

the choice of the destination, a typical tourist destination, which is a

mini India, in itself was selected. The selected destination has all

possible geographical features in the backdrop of a rich historical

and cultural tapestry. The salient features of the selected

destination, the state of Andhra Pradesh (AP) in India, are surveyed

and have been presented in the following sections for detailed

analysis.

31
2.2 SIGNIFICANCE OF ATTRACTIONS AND ATTRIBUTES OF THE
DESTINATION

The land of Kohinoor, with a spiritual rite of passage and

peace, abounds in soaring spires of ancient temples and Buddhist

stupas rising from the tranquil hillocks, along with a living legacy of

music, dance and culture. The state, with its varying topography

and pleasant climatic conditions, is the destination for all seasons.

The hill ranges running all along are marked with waterfalls,

deciduous forests, rivers and running waters meeting the splendid

coastline. The historical structures, including forts, Buddhist circuits

and monuments, along with pilgrim destinations with fairs and

festivals and a treaty of performing and applied arts and handicrafts

are unique features and common sites throughout the state. In

contrast, with the advent of modern technology and communication,

the land also abounds with competing convention centres, natural

and traditional yoga, and ayurveda centres, all of which summon

the visitor into a world of shrill contrast. The geographical map of

the state along with important tourism destinations is presented in

Figure 2.2, along with a map of India inas inset.

It can be observed from the figure that the state of AP is

adjoined by the states of Chhattisgarh and Odisha in the north,

Karnataka and Tamil Nadu in the south, and Maharashtra in the

west, and is flanked by the Bay of Bengal in the east. All over the

state, generally, there is a pleasant climate induring all seasons, with

32
mild winters and warm summers. The temperature varies between

20° and 40ºC during summers and between 10° and 32ºC during

winters. Though, English is a widely-spread spoken language, but

Telugu is the official language of the state, a language which is

greatly influenced by the ancient language Sanskrit language and its

associated traditions.

2.2.1 PROMINENT FEATURES OF THE DESTINATION AND THEIR

ATTRIBUTES:

The prominent tourist attractions in the state are located

over eight major cities, namely Hyderabad, Visakhapatnam,

Vijayawada, Guntur, Warangal, Rajahmundry, Kurnool, and Tirupati.

Each of these cities is crowned by its own legends, bearing historical

and mythological tales with specific significance. Most of these

locations are accessible through a network of domestic and metro-

operational airports, in addition to road links with national

highways.

A detailed survey was carried out during the present study

for analysing the attractions along with their attributes that are

largely responsible for attracting in the tourists. The detailed

features of the eight prominent destinations, where both natural

and cultural tourism is experienced, have been discussed in the

following paragraphs.

33
34
Figure 2.2: Locations of Natural, Cultural and Business Attractions in AP

35
(i) Hyderabad – The Capital City:

The capital city of Hyderabad which in itself is known as

‘The City of Nawabs’ is a captivating combination of Muslim

culture and the Ssouth Indian traditions. It was described

as the ‘Microcosm of Indian Culture’ by the former Prime

Minister of India, Pandit Jawaharlal Nehru. The magnificent

monuments of architectural excellence and several other

unique natural attractions found here, which are rare in the

world, have been discussed in great detail in the latter part

of the chapter. Some of these are more than 400 years old,

such as Tthe Charminar, also known as the Arc de

Triomphe of the East, and the historical Golconda Fort with

its astounding acoustics and rare and ingenious water-

supply systems. In addition, the largest man-made lake,

Hussain Sagar, is situated at the centre of the city and

separates the cities of Hyderabad and Secunderabad. A

cultural festival of music, dance and theatre, known as the

Deccan Festival, is held every year at the Qutub Shahi

Tombs located near the Golconda Fort. Greater Hyderabad

Adventure Club caters to outdoor adventure activities like

trekking, hiking, camping, and bird watching and adventure

sports like bouldering and rock climbing. The city is a

location for 15 percent of the total IT/Software exports

36
 from India and is theresponsible for earning fourth- largest

revenue generator for item to the state of Andhra Pradesh.

Hyderabad is also a home to the most advanced convention

centres with modern state-of-art and highest seating-

capacity.

(ii) Visakhapatnam:

Visakhapatnam, the city of destiny which is believed to

bring luck, was named after King Visakha Verma under

Ashoka’s rule in 260 BC. The city has mythological

significance with several references infrom Ramayana and

Mahabharata. The long coastal line attained its name by

virtue of Visakhapatnam starting from Bheemunipatnam

down to Mypad near Nellore, having direct access to the

sea, with many pristine beaches. The beaches are famous

for water skiing, wind surfing and cruising, in addition to

offering unalloyed joy to the sun worshippers and sea

bathers. The picturesque Araku Vvalley, nestling in the

verdant hills, with the rarest million- year- old Borra

Ccaves, and ethnic tribal cultures is a part of the city of

Visakhapatnam. The Thotlakonda complex comprises of

several structural components such as a mahastupa, 16

votive stupas, a stone- pillared congregation hall, 11 rock-

37
 cut cisterns, well-paved stone pathways. The city of destiny

is the second busiest port in India, after Mumbai.

(iii) Vijayawada:

This canal city, on the banks of river Krishna, acquired its

name from the victory (vijaya) proclaimed by Goddess

Durga on killing the demon. The hero of Bhagavad Gita,

Arjuna, is believed to have secured his pasupatam from

Lord Shiva on the hill Indrakiladri. Bhavani islandIsland is

the second largest river island in India and is situated like a

jewel in the crown of the city, and is by prominently

seatinglocated on the river Krishna. The largest fresh-

water lake, Kolleru, which is a veritable treat for bird

watchers, and the confluence of the river Krishna with the

Bay of Bengal forming an island called Hamsaladevi are

some moreof the notable attractions infrom the city of

Vijayawada.

(iv) Guntur:

The historical city of Guntur boasts of a rich Buddhist

heritage. History reveals that an envoy of Emperor Ashoka

laid the foundation of the Great Stupa at Amravati--, which

is larger than the Sanchi Stupa in the state of Madhya

Pradesh, India--, near Guntur, whose carved panels tell the

story of Buddha's life. The first Kalachakra ceremony was

performed here by Buddha himself. Nagarjunakonda is a hill

38
 named after Nagarjuna, a South Indian master of

Mahayana Buddhism, who lived in the 2nd century AD and

is believed to have been responsible for the Buddhist

activityies in the area.

(v) Warangal:

Warangal is situated 150 km. away from the capital city of

Andhra Pradesh and was once the capital of Kakatiya

kingdom during the 12th century. A huge boulder like

hillock, which surrounds the city, earned the city the name,

Ekasilanagaram, which means a monolithic rock city. The

ancient city has everything to satisfy the thirst of any

tourists from all over the world. It has beautiful lakes, forts,

architectural monuments and a wildlife sanctuary. The

Ramappa Temple stands out as a living legacy for several

renowned dancers. The hall in front of the sanctum is filled

with exquisitely- carved pillars that are strategically placed

to wonderfully combine light and space wonderfully with the

finely- chiseled walls and ceiling.

(vi) Rajahmundry:

The city of Rajahmundry is named after

Rajamahendravaram who ruled around AD 1022. The River

Godavari passes through the city. Sanskrit culture and

traditions have been kept alive here, along with the dense

jungles and associated wildlife.

39
(vii) Rural Tourism:

Konaseema, a rural area in AP located near to

Rajahmundry, is an intricate network of lagoons, lakes,

canals, estuaries and rivers that drain into the Bay of

Bengal. The scenic Konaseema and its surrounding villages

abounding in flowering waters, canals, rivers, and coconut

and banana trees are an acknowledged location for rural

tourism, surrounded on all sides by the river Godavari.

Boating along the backwaters offers spectacular views and

vistas of Konaseema’s pristine natural beauty.

(viii) Kurnool:

Kurnool. known since the time of the Western Chalukyas

of Badami, Kurnool is located in the Eastern Ghats and is

home to pilgrim centres and wildlife sanctuaries. The

second- largest natural cave in India is located here. The

largest tiger reserve is also located near the city in the

largest stretch of the Nallamala fForest which is

associated with rich natural flora. This place is also known

for transformation of base metals into silver and gold by

the alchemist Nagarjuna in early AD 78.

(ix) Tirupati:

Tirupati is the world’s largest religious destination for

domestic tourism. It is the abode of Lord Venkateshwara,

the Hindu deity seated on a seventh hill at a height of 3000

40
 ft. from the ground level, on athe seventh of a magnificent

group of hills in the Eastern Ghats that run along the coast

of Andhra Pradesh. The location is remarkable for its

serenity and sanctity and is steeped in antiquity and history.

This religious destination attracts over 20 million visitors

annually from around the globe. Several millions of pilgrims

climb the seven hills by foot each year and leave their

traditional offering of shorn hair at the Lord’s feet. A

fabulous income of over 6 billion rupees is drawn annually

from the panorama of daily services (Ssevas), festivals and

celebrations along with donations that are offered by the

devotees. The presiding deity is also known as the ‘Lord of

Seven Hills’. A, and all the hills are associated with rare

species of medicinal and aromatic plants, in addition to

wildlife and bird sanctuaries. Several waterfalls that appear

to be falling from heaven enhance the holiness of the entire

hill shrine. The temple town is very close to a hill station--,

located on Horsley hills, on the Eastern Ghats, named after

an Englishman who built his house in 1864-- aalong with

unique and rare waterfalls which have a great medicinal

value.

All the above attractions in the state of Andhra Pradesh are Formatted: Line spacing: Double

classified into natural, cultural and business categories (Weaver and

& Lawton, 2000) on the basis of their significance and attributes

and have been codified and presented in Table

41
 2.2.

S. No. Attractions Denominations Unique Features

1. Natural Topography Eastern Ghats Mountain Verdant Eastern Ghats with thickly-wooded forest have Formatted: Space Before: 0 pt, After: 0 pt
Range comprising of many adventure spots including Rappelling (Talakona,
i. Mountains
Nallamala Hills Tirupati) and Trekking (Tyda, Paderu Vizag. and
(Srisailam),Horsley and Anantagiri) with Ropeway (Srisailam)
Talakona Hills (Tirupati),
Tyda and Paderu Hills
(Vizag.),
Anantagiri Hills (Hyderabad)
ii. Valleys Araku (Vizag.) A picturesque valley nestling in the hills, hill stations with
numerous bridges, ethnic tribal culture.
iii. Caves Borra (Vizag.), Belum  A million-year-old karstic limestone galleried Borra
(Kurnool) Caves are the deepest in India
 Belum is the second-argest natural cave in India
iv. Beaches Bheemli, Rishikonda (Vizag), The pristine beaches located on the 1000 km-long
Uppada (Kakinada), coastline, with silver sands, golden sunshine and direct
Manginapudi access to the sea, some of which are known for water
(Machilipatnam), Vodarevu sports, swimming, wind surfing, sailing, boating, cruising
(Ongole), (Vizag.)
Mypad (Nellore)
Hydrology  Talakona with a height of 82 metres is the highest
v. Waterfalls waterfall enriched with herbal and healing properties
Talakona (Tirupati),  Kuntala, with a height of 45 metres, is located amidst
the dense forest
Kuntala (Adilabad)
vi. Lakes Kolleru (Vijayawada),  Kolleru is the largest fresh water lake in India
Pulicat (Nellore),  Pulicat Lake is the second-largest brackish-water
Hussain Sagar (Hyderabad) lagoon in India and also a Ramsar site
 Hussain Sagar Lake is the only inland water body
offering para sailing, water skiing and cruising in India
vii. Islands Bhavani, Hamsaladeevi  Bhavani Island is the second-largest river island
(Vijayawada) located in Krishna River
 Hamsaladeevi is a sight of confluence where a
branch of the river Krishna meets the Bay of Bengal
near Vijayawada
Wildlife Nelapattu Bird Sanctuary  Nelapattu is the largest pelicanary in South-East Asia
viii. Parks and (Nellore), Tiger Reserve  The state is home to India's largest tiger reserve in
Sanctuaries (Srisailam), the Nallamala Forest
Nehru Zoological Park  Nehru Zoological park is the third-largest captive
(Hyderabad) breeding park where several species of birds, animals
and reptiles are housed
Vegetation Nallamala (Kurnool) The thickly-wooded dense Nallamala Forest is the largest
ix. Forest stretch of undisturbed deciduous forest in South India,
apart from the Western Ghats

42
S. No. Attractions Denominations Unique Features
2. Culture Attractions  Golconda Fort (AD 1143) is built on an isolated
Historical Golconda, Bhongiri granite hill protected by nature by a girdle of tall hills
i. Forts (Hyderabad),  Bhongiri Fort was built in the 12th century by the
Warangal (Warangal), western Chalukya ruler
Kondapalli (Vijayawada)  Kondapalli Fort was built in 7th century on a hill and
has three successive entry gates
ii. Monuments Charminar, Falaknuma,  Charminar is a square edifice soaring to 48.7 m,, with
Qutb Shahi Tombs each side 20 m. long
(Hyderabad)  It is an epitome of Islamic architecture
iii. Buddhist Amaravati and  Centered around Amaravathi (Guntur) and adjunct to
circuits Nagarjunakonda (Guntur), Nagarjunakonda, houses more than 150 Buddhist
Bavakonda, Totlakonda and centres which are 2000 years-old.
Shankaram (Vizag.)  Most important of the Buddhist circuits came up
during the lifetime of Buddha, i.e., 3nd century BC
 Monastery flourished between 3rd century BC and
3rd century AD
iv. Museums Salar Jung (Hyderabad) Salar Jung Museum is the largest antique collection dating
back to 1st century AD, that belongs to a single person, in
the world
v. Religious Balaji (Tirupati), Srisailam The Balaji Temple is the richest and the most visited place
Centres (Kurnool), Bhadrachalam of worship in the world
vi. Temples (Khammam)
vii. Jain Temple Kolanupaka (Nalgonda) 2000-year-old temple, has a 1.5-metres-high image of
Mahavira, made entirely of green jade
viii. Mosque Mecca (Hyderabad) Mecca Mosque, the second-largest in India and the
seventh-largest in the world, was built in AD 1694
ix. Church Medak (Hyderabad) Single-largest diocese in Asia and the second-largest in the
world, after the Vatican
x. Yoga and Puttaparthi (Anantapur), World-renowned religious incarnations spreading universal
Spiritual ChinnaJeeyar(Vijayawada) brotherhood and preaching yoga and meditation
Centres
Performing Applied  3000-year-old ancient traditional temple dance,
Arts and Handicrafts Andhra Natyam dates back to the Buddhist era
xi. Dances Andhra Natyam,  Kuchipudi is the dance of 13th century which was
performed in the court of Nawabs in AP and had a
Kuchupudi (Vijayawada) profound Mughal influence

xii. Art Galleries  Kalamkari refers to a method of painting using natural

Nirmal Paintings (Adilabad),
Kalamkari (Machilipatnam),
Shilparamam (Hyderabad)
xiii. Handicrafts
Soft wooden toys
(Kondapalli), Silver Filigree
work (Karimnagar), Bidri Art
xiv. Traditional International Kite Festival
Fairs and (Lumbini), Deccan Festival
Festivals (Hyderabad), Visakha Utsav
(Vizag.), Kumbh Mela
dyes on cotton or silk fabrics, with a bamboo pen or
Kalam
 Nirmal is a form of art that can be traced back to the
Kakatiyas, during the 13th century
 Nirmalware consists of decorative, beautifully-painted
wooden articles like furniture, bowls, lamps, ashtrays
and boxes
 World-famous toys chiseled out of special light
softwood and painted with vegetable dyes and vibrant
enamel colours
 Bidri, bequeathed from Iran in the 14th century, is an
alloy of zinc, oxidised and intricately-inlaid with silver
International Kite Festival at Hyderabad with kites of
different shapes, sizes and colours, from Japan, China,
Ireland and Wales

43
 S. No. Attractions Denominations Unique Features
(Vijayawada)
3. Business Health World-acknowledged state-of-the-art technologies with Formatted: Space After: 0 pt
i. International Apollo, CARE, KIMS, NIMS competent and competing medicare, Indian system of
Hospital naturopathy and ayurveda
Chains
Retail HICC, HITEX (Hyderabad), HICC is connected to South Asia’s finest convention
ii. Meetings, Destiny City (Vizag.) centre, configured to increase seating capacity
Conferences
and
Exhibitions

It can be observed from the table that the core attraction to draw a

number of foreign and domestic tourists are the natural and cultural

features relating to leisure and recreation on the one hand and

business features relating to work involving HITEX convention

centres and corporate medical services on the other.

2.3 SEGREGATION AND TRENDS IN FOREIGN AND DOMESTIC

TOURISTS:

Systematic surveys were carried out during the present

study to collect both foreign and domestic tourist data from

different state and central agencies. During the investigations it was

observed that the data pertaining to the selected destination, AP, is

primarily formatted in the Directorate of Economics and Statistics,

Govt. of AP. Tourist data concerning the various attractions at the

mandal and district levels was also collected after a detailed study

in the well-designed formats. The data relating to 23 districts of the

entire state of AP has been codified and presented in Table 2.3. It

was found during the survey that the domestic tourist data is

44
compiled from monthly returns of the hotels and other accommodation

establishments where foreign tourists stayedvisited.

It can be observed from the table that the data pertaining

to domestic and foreign tourists for the periodyears 2008 to 2011 is

presented along with a ‘remarks’ column’ indicating the significance

of each district. It can be further observed from the table that the

tourist data relating to the earlier discussed eight selected

destinations, along with the total foreign and domestic tourists in

the entire state of AP, has also been placed in the same table. It

can be readily observed from the table that the maximum number

of domestic tourists is concentrated in the Chittoor district, followed

by Hyderabad and Kurnool, which mostly correspond to religious

destinations. However, the drop in the number of domestic tourists

recorded during 2009 can be attributed to the socio-political

conditions prevailing in that year.

Furthermore, the share of the foreign tourists is observed

to be the maximum inat the capital city of Hyderabad, followed by

Visakhapatnam and Guntur. It should be noted that the destinations

of Hyderabad and Rangareddy possess the maximum number of

monuments and forts that are of archaeological importance. Large

gatherings of foreign tourists inat the city of destiny,

Visakhapatnam, goes to show that itsthe pristine beach and nearby

attractions are the primary cause for drawing these visitors.

Equally, the district of Guntur is popular among them due to its

45
historical and archaeological importance, which dates back to the

life and times of Buddha.

The observations related to both foreign and domestic

tourists categorically indicate the trend that while domestic tourists

are mostly polarised towards religious destinations, foreign tourists

are attracted towards protected monuments and heritage sites.

46
 Table 2.3: Domestic and Fforeign tTourists in Andhra Pradesh
Tourist Arrivals
S. No. Districts of Andhra Pradesh Domestic Tourists (in numbers) Foreign Tourists (in numbers) Unique Features
2008 2009 2010 2011 2008 2009 2010 2011
1. Chittoor 48534 61779 71422 84547 617 1015 1245 2254 World’s largest pilgrim centre
2. & 3. Hyderabad and Rangareddy 11522 12545 13562 14598 725252 752935 802145 895698 Microcosm of Culture &and Urban tourism
4. Karimnagar 8101 14123 12454 13569 - - - - Wildlife, handicrafts
5. Kurnool 7861 18687 19954 21012 19 50 54 65 Second- largest cave in India
6. Mahabubnagar 8426 11923 14425 16547 278 15 24 32 Handlooms, pilgrim centres
7. Khammam 8930 7210 8596 9956 169 143 251 325 Srirama Temple, forestry &and wildlife
8. Krishna 8212 6991 7548 8654 2695 510 645 754 2nd -largest river island, largest fresh water lake
9. East Godavari 6154 6559 6954 7548 1299 2546 3214 6547 Eco-Tourism
10. Adilabad 5709 8764 9874 10214 207 264 289 332 Wildlife, waterfalls
11. Visakhapatnam 3149 4083 5632 6587 30964 24405 23541 25698 Pristine beaches, Araku Vvalley, Buddhist centres
12. Nalgonda 4808 3085 4561 556 1054 52 536 456 Jain Temple, Buddhist centres. monuments
13. Warangal 2713 2921 3001 3552 1243 537 874 985 1000- ppillared temple, forts
14. Srikakulam 3664 142 225 285 173 118 185 214 Ethnic tribal cultures
15. West Godavari 1607 2036 2965 3125 1731 1041 1245 1654 Carpets
16. Guntur 769 1581 1985 2224 7944 8393 7854 8965 Buddhist circuit during the lifetime of Ashoka
17. Nellore 596 942 165 195 468 535 454 554 2nd- largest salt- water lagoon
18. Anantapur 501 564 965 1321 11850 846 912 1025 World- renowned spiritual centre
19. Vizianagaram 457 1060 1456 1854 2019 688 744 865 Royal heritage
20. Kadapa 304 2195 2958 3569 667 310 541 765 Finest architectural buildings
21. Prakasam 278 433 74 124 170 279 325 402 Vodarevu bBeach
22. Nizamabad 364 25 36 85 361 297 316 452 Eco-Tourism, wildlife
23. Medak 16 26 46 54 - 209 225 285 2nd- largest diocese in Asia
Total Tourists in
132684 157489 155789 165424 789180 795173 771536 964514
 Andhra Pradesh
 Eight Selected Districts (avg.) 88914 115146 130058 148722 770033 790391 839572 940966

47
 It is interesting to note that Chittoor district stands as the

largest tourist destination in the world, as it is home to the temple

of Lord Balaji, the ‘Lord of Seven Hills’. Furthermore, it is observed

that after the first choice of archaeological and heritage sites,

foreign tourists prefer sites withof natural attraction.

To investigate the detailed trends of the domestic and

foreign tourists in the Hyderabad archaeological circle, all the tourist

attractions in the circle were analysed systematically for the period

2007 to 2011, and the findings have been presented in Table

2.4(a).

It can be observed from the table that the Golconda Fort

and Charminar draw the maximum number of foreign tourists,

continuing the earlier observed trend. The large number of domestic

tourists at these two locations can be attributed to their

advantageous location in the state capital and the general interest

in promoting urban tourism. These trends are in comparison with

the information collected on foreign and domestic tourists in the

adjoining states of Tamil Nadu, Karnataka, Maharashtra,

Chhattisgarh and Odisha. The data pertaining to foreign and

domestic tourists in all these five adjoining states, along with AP,

has been presented in Table 2.4(b).

It can be observed from the table that though the number

of foreign visitors has been consistently increasing in the state of AP

from the year 2007, the growth is found to be far less when

compared to that in the states of Maharashtra and Tamil Nadu.

48
Table 2.4: Domestic and Fforeign Ttourists’ Aarrivals during 2007-11 in Hyderabad Ccircle andalong with the Aadjoining statess
of AP
S. Hyderabad ASI Circle Domestic Tourists (in thousandsnumbers) Foreign Tourists (in numbers)
Unique Features
No. Location 2007 2008 2009 2010 2011 2007 2008 2009 2010 2011
201251 Golconda was the ‘Diamond Capital’
1. Golconda Fort, Hyderabad 263 1241 1222 1373 145683 6750 18021 15731 18637
9466 till the 18th century
165444 145691 Arc de Triomphe of East
2. Charminar, Hyderabad 292 1401 1317 1509 4085 12049 11321 12636
0 3388
Buddhist Stupa &and Carved panels with the story of
3. 4 17 15 18 2018 413 458 300 360 401144
Remains, Guntur Buddha's life
4. Nagarjunakonda Hill, Guntur 29 116 76 139 15040 632 925 562 840 984585 Site of many Buddhist universities
Fort Raja &and Rani Mahal, Largest crowd- pulling destination
5.
Tirupati 24 85 83 114 12577 58 116 133 158 210126
Group of Buddhist Monolithic structures of 2-3rd BC
6.
Monuments, Vijayawada 2 18 20 21 2320 5 68 27 19 3012
Rock-Cut Hindu Temple, Four- storied, built in 6-7th century
7. 8 28 38 42 4867 220 330 374 417 510382
Vijayawada
8. Warangal Fort 4 91 151 96 1027 136 393 298 324 421304 Built in 13 CE by Kakatiya Ddynasty
a. Domestic and Fforeign tTourists in Hyderabad Aarchaeological Ccircle of Andhra Pradesh

S. Domestic Tourists(in numbersthousands) Foreign Tourists (in numbers)

State Unique Propositions
No. 2007 2008 2009 2010 2011 2007 2008 2009 2010 2011
1654241 7715363 9245142
1. Andhra Pradesh 127933 132684 157489 155789 769724 789180 795173 Most- visited state by domestic tourists
53119 22825 64563
1375121 3210121 Has the second- largest tourism
2. Tamil Nadu 71034 98285 115755 111637 1753103 2029410 2369050 2804687
19587 3373870 industry in India
4045284 3021455 Has the second -highest number of
3. Karnataka 37825 12797 32701 38202 534563 174040 229733 256984
107 74005 nationally- pprotected monuments
5487455 6521454
4. Maharashtra 19243 20553 23739 48465 1933189 2056913 1999320 5083126 Most- visited state by foreign tourists
333 4815421

49
 1654371
5. Chhattisgarh 414 445 511 566 586644 1232 1255 1277 1586 Richest bio-diversity green state
81
8456827 5654160 Has Asia's biggest brackish- water
6. Odisha 5944 6215 6891 7591 41880 42541 45684 50432
1 722 lake
b. Domestic and Fforeign tTourists in Andhra Pradesh and its Aadjoining Sstates

50
 The state of AP is not able to attract even 50 per cent of

foreign tourist arrivals, compared to those in the adjoining states,

despite having excellent cultural and natural attractions, described

in the earlier sections.

These observations reveal that domestic tourists segregate

(auth. Chk.) more towards the important religious destinations Formatted: Font: Bold, Highlight

whereas foreign tourists polarise(auth chk) towards archaeological Formatted: Font: Bold, Highlight

and heritage sites. These differentiating and contrasting trends

between domestic and foreign tourists in AP and the adjoining

states necessitated the author to do a detailed study on

archaeological circles and heritage sites throughout India for

confirming the segregations(auth chk) and trends that are Formatted: Font: Bold

observed in the state of AP.

2.3.1 ARCHAEOLOGICAL CIRCLES AND UNESCO WORLD Formatted: Space After: 0 pt

HERITAGE SITES:

Archaeological Survey of India (ASI), under the Ministry of Formatted: Line spacing: Multiple 1.8 li

Culture, is a premier organisation established to protect monuments

which are of national importance. The statistics on the number of

visits to these monuments is derived from the record of the number

of tickets sold to both Indian and foreign nationals at different

tariffs. It is found that there are 119 archaeological sites and

ancient monuments distributed across the 28 Sstates and 7 Uunion

tTerritories of India. These are maintained through a network of 24

archaeological circles. During the present study, top ten circles,

51
involving 81 of the total 119 sites throughout India, were chosen for

detailed investigations. The data pertaining to foreign and domestic

tourist arrivals for the period 2007 to 2011 has been presented in

Table 2.5.

It can be observed from the table that the maximum

number of domestic tourists is to be found in the state of AP at

itsthe most- popular religious destination. This is followed by the

states of UP and Tamil Nadu, where the most important ancient

Hindu religious destinations are located, namely Varanasi and

Rameswaram, respectively, and the vVisiting to whichthese places

at least once in a lifetime isare considered to be a must for the

Hindus at least once in their lifetime.

Contrastingly, foreign- tourist arrivals isare found to be the Formatted: Line spacing: Double

maximum in Agra in the state of UP (which is also quite close to the

national capital, New DelhDelhi, Agra, where the seventh wonder of

the world, the Taj Mahal, is located which is also quite close to the

national capital, New Delhi. Further, it is interesting to note that the

equally competing number of foreign arrivals to the state of UP can

be attributed to the world famous Buddhist Sstupa at Sarnath, near

Varanasi, where Gautama Buddha first taught Dharma. The second

highest number of foreign arrivals is to be found at the Gateway of

India, located in the capital city of the western state of

Maharashtra, Mumbai. The state has its own rich- cultural heritage

in housing the greatest cave monuments, including ancient cave

52
paintings of Ajanta and the rock-cut temple of Ellora, in addition to

its several forts.

53
 Table 2.5: Foreign and Ddomestic Ttourists at the Ttop Tten Aarchrcheologicalarchaeological Ccircles
Year- wise Tourists Arrivals in Circle
S. State, Circles and
Domestic Tourists(in thousandsnumbers) Foreign Tourists (in numbers) RemarksUnique Features
No. Prominent Sites
2007 2008 2009 2010 2011 2007 2008 2009 2010 2011
1. Uttar Pradesh Taj Mahal is the jewel of
 Agra (Taj Mahal, Sarnath, Muslim art in India, UP is
Varanasi) 1554587 also known as the ‘Religious
4494 4640 4707 6418 7399254 1229137 1251015 1040309 1333080
347323 Capital’ of India, Sarnath
was designated by Buddha
himself
 Lucknow 7541114 Greatest centers of freedom
321 336 327 427 495712 58336 24031 5411 6239 struggle in India
(Jhansi Fort, Shravasti) 29
2. Maharashtra Epitome of Indian rock-cut
3854378 9965488 architecture during 5 to 7 CE
 Aurangabad 2077 2413 2645 3411 75132 73080 62811 87402
6 859
(Ajanta, Ellora, Shirdi)
 Mumbai Entertainment Capital of the
2451217 5214545 east, equivalent to Los
(Elephanta cCaves, 1203 1685 1577 2145 34627 35087 38464 49511
3 340 Angels
Raigad Fort )
3. Karnataka Hampi is the former capital
2054211 2221548 of Vijayanagara empire in
 Benguluru (Hampi, Tipu 1462 2127 1719 1993 66945 100040 81361 248239
8 1334 15th century
Sultan Palace)
 Dharwad Group of Pattadakal
2415422 monuments, built in 8th
(Pattadakkal, Durga 1587 1702 1914 2107 2314400 23369 24756 19720 22256
915 century CE
Temple )
4. Madhya Pradesh Sanchi Stupa commissioned
1545152 1254121 by Emperor Ashoka during
 Bhopal (Khajuraho, 944 1128 1328 1494 122460 125880 91147 119110
3 25587 3rd century BC
Sanchi, Bhimbiteka)

54
 Year- wise Tourists Arrivals in Circle
S. State, Circles and
Domestic Tourists(in thousandsnumbers) Foreign Tourists (in numbers) RemarksUnique Features
No. Prominent Sites
2007 2008 2009 2010 2011 2007 2008 2009 2010 2011
5. Tamil Nadu Mamallapuram is a group of
 Chennai (Mamallapuram, 1090 504 1275 1288 1302132 82351 40584 74288 74981 8547879 monuments including the
Rameswaram) 720 largest open -air bas relief in
the world, Rameswaram is
the longest temple corridor in
India built during 12th CE
6. Delhi Shah Jahan built the Red
6441750 6985477 Fort in 17th century as the
 Delhi (Red Fort, Qutub 5348 5522 5884 6106 681229 683386 555584 689608
6 95550 royal residence
Minar, Jantar Mantar)
7. Rajasthan Every third tourist visiting
4587439 India is a foreigner, Venice of
 Jaipur (Chittorgarh Fort, 397 431 508 641 725688 37214 40160 34758 39094
791 India (Udaipur)
Deeg Palace)
8. Andhra Pradesh Declared the Best Heritage
4124345 4145234 City of India by Ministry of
 Hyderabad (Golconda, 630 3001 2926 3316 12299 32360 28746 33391
5 407 Tourism
Charminar, Tirupati )
9. Bihar Oldest habituated- place in
 Patna (Bodh Gaya, 1245149 1452141 the world, housing prominent
669 1049 1045 1185 160916 131196 71697 134978
Mahabodi Temple) 3 06654 ancient universities like
Nalanda and Vikramasila
10. Kerala Paradise of the south,
1321546 endless sight of coconut
 Thrissur (Bekal Fort, 146 402 117 486 541521 214 90542 33718 129250
445 trees, with ayurvedic salons
Palace Museum)
Total Tourists at 4606435 2910354 90 percent of total tourists Formatted Table
 Top Ten Circles 20368 24940 25972 31017 106 2584229 2652117 2138014 2967139 3234758 are covered in Top Ten Formatted: Justified

 In India 23450 28786 30321 35770 4859540 2614254 2679763 2165346 2998175 3415244 Archaeological Circles

55
 Year- wise Tourists Arrivals in Circle
S. State, Circles and
Domestic Tourists(in thousandsnumbers) Foreign Tourists (in numbers) RemarksUnique Features
No. Prominent Sites
2007 2008 2009 2010 2011 2007 2008 2009 2010 2011
534 2948065

56
 The state of Maharashtra provides close access to the state

of Madhya Pradesh, which boasts of erotic sculptures at Khajuraho

on the one hand, and the commemorative Sanchi Stupa on the

other. The state of Tamil Nadu is found to be the third- largest

foreign- arrival destination, where three water bodies, the Bay of

Bengal, the Indian Ocean and the Arabian Sea meet, to provide a

feast to the eyes of the visitors and where the rising of the Moon

and the setting of the Sunmoon-rise and sunset can be observed at

the same time.

Further, it is interesting to note that over 60% of the Formatted: Space After: 0 pt

foreign tourists are found to prefer archaeological circles, while the

share of the domestic tourists in the same is observed to be less

than 10% in all these years. The general trends of foreign and

domestic tourists indicate that wherever there are pilgrim centres,

domestic tourists are found to be in large numbers, while the

number of foreign tourists is minimal. The situation is observed to

be the other way at places of historical interest.

Thus, the analysis goes on to show that the archaeological

monuments and their attributes are the driving factors for

foreigners, while domestic tourists are mostly polarised(auth chk)

towards religious destinations (Bhargava Teja 2012), despite their

close proximity to the archaeological sites. Care was also taken to

collect tourist data from all the heritage sites and archaeological

57
circles in India to for getting information related to an idea on the

general trends in tourist arrivals.

UNESCO selects those heritage sites, for funding and Formatted: Line spacing: Multiple 1.8 li

preservation (UNESCO, 2006), that stand as outstanding examples

of human creative genius. These include cultural and natural sites,

including national gardens, for the conservation of biological

diversity. Currently, UNESCO recognises 27 World Heritage Sites in

India, that include 22 cultural sites and 5 natural sites. The data

pertaining to foreign and domestic tourists at some of these sites

has been presented in Table 2.6.

It can be observed from the table that Goa, with its rare

blend of sun- and- sea tourism, along with several cultural

attractions, seems to be the natural choice for both domestic and

foreign tourists. It can also be observed from the table that over 20

lakh of domestic tourists visit this unique destination every year,

while for the foreign tourists, this is at the top of the ten most-

favoured tourist destinations in India. It is also interesting to note

that there is only a marginal difference between the last five

destinations which goes on to show that Goa is pulling foreign

travellers as more or less fifth tenth destination in India after

Rajasthan near national capital.(auth chk) Formatted: Not Highlight

The state of Tamil Nadu is home to the second most-

sacred Hindu destination, Rameswaram, along with one of the few

rare locations where three seas converge at a point, which is also

one of the five such places in the world. This unique natural

58
attraction seems to be equally important for drawing a huge

number of foreign travellers to this destination.

59
 Table 2.6: Domestic and Fforeign Ttourists at UNESCO WWorld Heritage Sites
S. State, World Heritage Site &and the Domestic Tourists Foreign Tourists
Remarks
No. Year of Recognition 2007 2008 2009 2010 2011 2007 2008 2009 2010 2011
Goa
 Churches and Convents of Goa These Church monuments illustrate
1. 2208968 2020654 2127145 2201365 2225987 388457 351123 376640 441053 445935
(1986) (Basilica of Bom Jesus, the work of missionaries in Asia
Church of St. Francis)
Tamil Nadu
 Great Living Chola Temples
2. (1987), (Brihadeswar, 162685 184214 192235 201254 212854 25807 27895 31254 32654 35214 Built in10th century CE during Chola rule
Gangaikondacholisvaram and the
Airavatesvara Temples)
Bihar
Has the tallest tower of 55 metres
3.  Mahabodhi Temple Complex at 130454 154658 199547 224784 245984 91093 84243 51079 60341 69541
(180 ft) beside the holy Bodhi tree
Bodh Gaya (2002)
West Bengal, Tamil Nadu, Himachal
Pradesh These three living- railway- lines built
4. Mountain Railways of India(1999) 46154 46365 53731 64145 70236 1416 1275 968 1376 1412 in mountain ranges found five out of
(The Darjeeling, the Nilgiri Mountain 20 in the world(auth chk, unclear)
and the Kalka-Shimla)
Madhya Pradesh Stone-age rock paintings,
5. 99578 102524 114489 121145 125254 11359 12458 4474 5077 5948
 Rock Shelters of Bhimbetka (2003) approximately 30,000 years old
Assam Highest- density of single- horned
67985 53198 100124 110547 121124 5748 6106 5767 6100 6124 rhinoceros, and tigers among
 Kaziranga National Park (1985) protected areas in the world
6.
Project Tiger Reserve, an Elephant
 Manas Wildlife Sanctuary (1985) 4789 6782 8789 10145 11254 402 505 256 158 363
Reserve and a Biosphere Reserve
Rajasthan Famous avifauna- sanctuary, with
7. 14854 18983 26547 55254 58774 14254 27518 36165 45000 48736
 Keoladeo National Park (1985) over 230 species of birds
Uttarakhand
Renowned for bloomed endemic
8.  Nanda Devi and Valley of Flowers 6985 6174 6954 7458 8885 701 757 803 739 482
alpine flowers
National Parks (1988)
West Bengal Largest reserves for the Bengal tiger
9. 65365 72754 86587 92547 98985 2357 2500 2767 1823 2076
 Sundarbans National Park (1987) and invertebrate species
* non-ticketed monument Chatrapati Shivaji Terminus in Maharashtra

60
 The spot where Gautama Buddha attained enlightenment,

Bodh Gaya, where the Mahabodhi Temple is located, is the greatest

attraction for Buddhists the all over the wworld over, and manages

to consistently draw about a lakh people every year. Though

mountain railways are an outstanding examples of human genius,

these, along with the national parks and wildlife sanctuaries, are

observed to be less recognised by domestic tourists, while for the

foreigners they don’t offer anything new, as their own countries are

abound in it.

This seems to be the main cause behind the absence of

tourists at all the natural sites. Theise polarisations necessitates

quantitative assessment and evaluation for identifying the

preferences and choices of the tourists in selecting a particular

destination.

2.3.2 ASSESSMENT OF MICROCOSM TOWARDS TOURIST

CHOICES AND PREFERENCE:

The capital city of Hyderabad, also known as the ‘City of

Nawabs’, is the third- largest city in India. The early history of the

city associated with the Qutb Shahi’s dynasty contributed to the

growth and development of Indo-Persian and Indo-Islamic literature

and culture in Hyderabad. The people of Andhra have imbibed the

influences of Persian and Turkish cultures, brought in by the Muslim

rulers, thus making Hyderabad a melting pot of different religions

and cultures. The state has developed its own distinctive culture,

61
which is a fusion of the centuries- old Islamic culture and the Hindu

traditions of the Telugu people. A multitude of influences following

the era of liberalisation have reshaped the historical city. The

growth of several recreation zones, Hhi-tech housing complexes and

prestigious business entities has pushed this metro city to draw

tourists from all over the world, thus resulting in the growth of the

city’s area and population. Pandit Jawaharlal Nehru, the former

Prime Minister of India, described the captivating combination of

this old and new city as a ‘Mmicrocosm of Indian culture’.

The unique locations in the beautified metro city, along with

the earlier described monuments of historical importance, are

indicated in Figure 2.3, along with the map of India in the inset. All

the significant leisure and recreation zones were surveyed during

the present study and the details of each of these locations,

including their correspondence with pre and post liberalisation eras

have been presented in Table 2.7.

It can be observed from the Tablefigure that there are nine

significant locations that have brought the metro city of Hyderabad

on to the world map. It can be further observed from the table that,

while in the pre liberalization era the focus was on the development

and preservation of heritage and cultural sites like museums,

handicrafts emporiums, etc., in the post liberalization era, there

seems to have occurred a sharp shift towards sites of entertainment

and amusement and Hhi-tech centerscentres.

62
Figure 2.3: Typical Rrecreation Llocations in the Mmetro Ccity of Hyderabad

Formatted: Space After: 0 pt

63
 Table 2.7: List of Rrecreation Llocations in Hyderabad, AP
S.No
Name of the Location Theme of the Recreation Establishment
.
1. Golconda Fort Culture &and Heritage 16th century
2. Charminar Heritage 1591
3. Nehru Zoological Park Zoo Park 1963
4. Salar Jung Museum History 1951
5. Falaknuma Palace Palace 1893
6. Mecca Masjid Pilgrim Centre 1694
7. Paigah Tombs Monument 1787
8. Qutb Shahi Tombs Monument 1543
9. Bidri Craft Handicrafts 14th century
10.* Botanical Gardens Aromatic &and Medicinal Plants 2001
11. Dhola-ri-Dhani Ethnic 1997
12. Durgam Cheruvu Natural Lake 2001
13. Eat Street Food Court 2004
14. Gandipet Reservoir Picnic Spot 2002
15. Imax Theatre Entertainment 2003
Kasu Brahmananda Reddy
16. National Park 1994
Park
17. Lumbini Park Recreation Park 1994
Mahavir Harina Vanasthali
18. Deer Park 2000
National Park
19. Mount Opera Multi-Theme Resort 2003
20. NTR Gardens Entertainment 2001
21. Ocean Park Amusement Park 1997
22. Ramoji Film City Film City 1996
23. Runway 9 - Go Karting Go Karting 1999
24. Snow World Theme Park 2004
25. Shilparamam Art &and c Craft Village 2000
26. Treasure Island Theme Park 1994
27. Yogi Bear Children’s Park Children’s Park 2001
28. Aalankrita Ethnic Resort Ethnic Resort 2004
29. Buddha Statue Pilgrim Centre 1992

64
 Furthermore, it can also be observed that a major

development in renovation activity took place after the mid-nineties

when almost all the sites were developed to cater to the needs of

various types of tourism, following the integration of the world

economy.

To assess the influence of various elements of recreation on

the tourists’ choices and preferences, the author carried out a

detailed survey of all the recreation locations along with the

facilities available there. Towards this purpose, a questionnaire was

designed and developed to cover different aspects which govern the

choice of tourists while deciding a vacation spot. Thisese hasve

been presented in Figure 2.4.

It can be observed that the questionnaire is primarily

designed to ascertain the views of the tourists regarding the

facilities available at each spot, such as food, hospitality, recreation

activities, accessiibility, and so on. The survey was conducted

amongon a group of 15 to 20 people belonging to different age

groups. Nine representative locations were chosen for this purpose.

The data was collected and analyzed by using the Likert Scale

(Kothari, 2006) that consists of three degrees, ‘Strongly Agree’,

’Agree’ and ‘Undecided’. The consolidated responses to the nine

representative- sites. along with the percentage of response, have

been presented in Table 2.8.

65
 1. Easy accessibility of the recreation site.
2. Excellent hospitality services.
3. All weather friendly entertainment venue.
4. Provision of recreation for all age groups.
5. Provision of good variety of food & accommodation.
6. Provision of high security arrangements.
7. Accessible to all social groups.
8. Worth revisiting and recommending others.
9. Guarantee of complete satisfaction to both body and mind.
a. Performa for Ranking the Parameters

Scale Index: Strongly Agree-Agree-Undecided

Maximum ‘Strongly Agree’ Response:
1. Ocean Park 2. Ramoji Film City 3. Golconda Fort 4. Snow World

b. Schematic Representation of Likert’s Summated Scale

Figure 2.4: Parameters Cconsidered for Rranking, along with the Sscale Aapplied

66
 Table 2.8: Responses to the Qquestionnaire of the Ssurvey
S. No. &and Survey Questionnaire Percentage Formatted Table
Concept
Recreation Sites 1 2 3 4 5 6 7 8 9 of Response
1. Golconda Fort
(Heritage Site Culture and& Strongly Strongly Un- Strongly
Agree Agree Agree Agree Agree 34%
pending for Heritage Agree Agree decided Agree
recognition)
2. IMAX (3rd- largest
Recreation and& Strongly Un-
entertainment centre Agree Agree Agree Agree Agree Agree Un-decided 12%
Entertainment Agree decidedd
in India)
3. Mount Opera Strongly Un-
Multi-Theme Resort Agree Agree Agree Agree Agree Agree Agree 12%
(Amusement resort) Agree decided
4. Ocean Park (2nd-
Water park for Strongly Strongly Strongly Strongly Strongly Strongly
largest water park in Agree Agree Agree 67%
children Agree Agree Agree Agree agree Agree
India)
5. Ramoji Film City
(Hollywood &and Leisure and& Strongly Strongly Strongly Strongly Strongly
Agree Agree Agree Agree 56%
Bollywood shooting Recreation Agree Agree Agree Agree agree
centre)
6. Snow World (300° World’s biggest Strongly Strongly Un- Strongly
Agree Agree Agree Agree Agree 34%
snow mountain) Snow theme park Agree Agree decided agree
7. Treasure Island (Go
Un- Un- Un-
karting and fun-filled Adventure sports Agree Agree Un-decided Agree Agree Un-decided Nil
decided decided decided
games)
8. Charminar (Arc de
Un- Un- Un-
Triomphe of the Culture & Heritage Agree Agree Un-decided Agree Agree Un-decided Nil
decided decided decided
East)
9. Falaknuma Palace Culture and& Un- Un- Un-
Agree Agree Un-decided Agree Agree Un-decided Nil
(Tudor architecture) Heritage decided decided decided

Formatted: Left

67
 It can be seen from the table that there are six ‘Strongly Formatted: Indent: First line: 0"

Agree’ responses for Ocean Park, the second -largest amusement

park in India. It is followed by the scenic Ramoji Film City, a

centercentre for the production of world- class cinema for the Indian

film industry.

The Golconda Fort and Snow World follow, with a 34 per

cent ‘Strongly Agree’ response. The Golconda Fort is a historical

monument, currently under active consideration for recognition as a

Heritage Site by UNESCO. Similarly, Ocean Park is rated as one of

the mostbest sought after recreation –spots, followed by Ramoji

Film City and Golconda Fort. This is in contrast to the general belief

that Ramoji Film City occupies the first position, because it is well-

known and famous, with even a mention in the Guinness Book of

World Records as a good place of recreation. The reason for it

ranking second could be its location, which is far awayoff from the

city, and itsthe inconvenient visiting- hours.

The analysis confirms that tourists seek recreation at sites

of heritage, entertainment or amusement and not at those meant

for business. Iso Ahola (1983) mirrors the observation that

psychological purposes of recreational travel include the interplay of

two forces: avoidance of routine and stressful environments and

searchlooking for recreation places for certain psychological

rewards. Therefore, it is felt that the travel chemistry and

68
motivation paradigm need to be examined in more detail along with

the inherent push-pull factors.

2.4 MOTIVE, MOTIVATION CHEMISTRY AND ITS SYNDROME:

Motivation is some kind of internal drive (Harmer, 2001)

which pushes a person to do things in order to achieve something,

while motive is a lasting disposition that determines the personal

characteristics of an individual. Travel motivation is attributed to the

biological and cultural forces (Pearce, Morrison and& Rutledge,

1998) which give value and direction to travel choices. Further,

travel motivation is seen as a multi-dimensional concept (McCabe,

2000) that explains to some degree a tourist’s decision to engage in

travel. Therefore, Uysal and Jurowski (1993) defined the ose factors

which drive a tourist to travel asre push factors and those which

attract a tourist to a destination while as pull factors as those which

attract a tourist to a destination. Earlier, researchers described most

of the push factors as origin-related, which are intangible and

intrinsic (Mohammad &and Som, 2010) in nature, depending on the

motive of the individual travelerstravellers. Gnoth (1997) observed

that these push factors imply the generic behaviour of a traveller, at

the origin implying the target and direction towards the destination.

Pull factors, on the other hand, are described to be related to the

destination’s features, attractions or attributes (Klenosky, 2002)

69
which determine when, where and how people travel (Mill &and

Morrison, 1985).

The eExtrinsic motivation is observed to be acting as a Formatted: Space After: 0 pt

reagent for pull factors through the arousal of the feelings of an

individual who is mechanically drawn towards the attractions of athe

destination in order to attain the desired satisfaction. So far, push

and pull factors have been researched either as two separate

(Dann, 1977; Fodness, 1994; Ryan &and Glendon, 1998) or two

related entities (Baloglu &and Uysal, 1996; Crompton, 1979; Kim et

al.,., 2003; Kozak, 2002) or as one preceding the other (Dann,

1977). However, Snepenger et al. (2006) argued that when push

and pull factors are incorporated in the same study, they may not

offer a long-term theoretical contribution for understanding general

tourism motivations, following the lines of the criticism of Dann

(1981). Further, Weaver and Lawton (2002) commented that the

very use of the term ‘pull’ is metaphorical, since there is no actual

physical pulling of tourists towards a destination. The various

perceptions of different authors on motive, motivations along with

push and pull factors and the mind that drives to a destination, are

codified and presented in Table 2.9, which is quite self-explanatory.

Based on these concepts and the elements involved therein, Formatted: Line spacing: Multiple 1.7 li

a conceptual diagram has been designed and developed and

presented in Figure 2.5, for a detailed analysis.

70
It can be observed from the fFigure that the origin-based

psychological drives such as cognition, perception, motive, desire

and urge, are represented as push factors, which drive a person

towards a destination by signalling the mind.

Table 2.9: Elements of push-pull factors as proposed by different authors

Psychological
Drives Authors and Year Conceived Perceptions Formatted Table
Notions
Destination choice based on
Gray (1970)
Wanderlust and Sunlust
I. Motive Iso Ahola (1982) Escape and seeking for pleasure
Latent Need Differences in the demographic characteristics Reason
Baloglu and Uysal (1996) such as age, gender, marital status,
income and education
Hierarchy Theory of Motivation: Physiological
Maslow (1970) needs followed by higher levels of psychological
needs and the need for self-actualisation
Triggered by seeking (intrinsic rewards) and
Iso Ahola (1983)
escaping (routine/familiar environments)
II. Motivation
Some kind of internal drive which Elicits control and
Process towards Harmer (2001) sustains certain
Fulfilment pushes someone to do things
behaviour
Geen, Beatty and Arkin Inferred intra-personal process that directs,
(1984) activates and maintains behaviour
Categorisation into anomie(unclear, athor check)
desire to transcend
Dann (1977)
the feeling of isolation and ego-enhancement
recognition conferred by travel
Categorisation into four domains, i.e., family
togetherness and study, natural resources and
III. Push Factors Kim et al. (2003)
health, escaping from everyday routine, and
adventure and friendship building
Drives of the Sense organs
Market or Origin-Based forces (Demand side)
Mind at the
Push Factors:
Origin Weaver (2000)
Economic factors, Social factors, Demographic
factors, Technological factors, Political factors

IV. Pull Factors Product or Destination-based forces (Supply Side)

Pull Factors:
Destination Geographical proximity to markets, Accessibility to
Weaver (2000) markets, Availability of attractions, Cultural links, Action organs
Draws the Body
towards Itself Availability of services, Affordability, Peace and
stability, Positive market image, Pro-tourism
policies
Tourist motive as a force based on
V. Push and Pull Crompton (1979)
seven socio-psychological and two cultural motives
Decision-making
Synthesis of Push factors are those which drive a or Destination
Mind Uysal and Jurowski tourist to travel and Pull factors are those which choice
(1994) draw the tourist towards the destination’s
attractions

71
 Murray (1938) Dichotomy Model relating to Need and Press

VI. Mind Sir W. Hamilton

Feels, thinks, perceives, wills, desires Perceives, thinks,
Weighs (Hankins 1980)
feels, wills,
Emotions vis- a- Freedom of the state of mind to perform desires
vis Expectations Neulinger (1979)
any activity
Weaver (2000) Destination region is a geographical
VII. Destination
component of tourism system Some form of
actual or
A Place where Cooper et al. (2005) Destinations are amalgams of tourism
perceived
the Happening is products, facilities and services boundary
Destined
Pat Schaumann (2005) A particular place to support client needs

72
 Formatted: Left: 1.5", Top: 1", Width: 8.27", Height:
11.69"

73
Figure 2.5: Stimulus Paradigm Involving Sense & Action Organs Engineered

by the Push-Pull Mind

74
 On the other hand(auth chk), physical characteristics Formatted: Font: Bold

related to a destination, like attractions, attributes and other

contemplated activities are the pull factors which are cognitive in

nature and arouse the feelings in an individual to travel. The nature

of the mind of a traveller who wills and desires to experience the

satisfaction can be metaphorically compared to a locomotive, hauled

with a push-pull engine, moving on a dual rail of the internal and

external motivations.

It can also be observed from the fFigure that ‘push’ arouses

the emotive feelings in a person to motivate him at the origin to

move towards the objects and situations of the destination. The

emotive steam engine moves towards the mind, where it weighs the

pros and cons of all travel choices and options, for further

motivating the person towards the destination. Titrations take place

in the crucible of the mind either to accelerate or withdraw the

traveller from proceeding towards the destination, as per the

quantum stimulus that drives the mind. As a result, the state of

mind thinks, perceives and wills in making a move through extrinsic

motivation, which acts as a facilitator to pull a person towards the

destination. Thus, the mind which has a tendency to repeat its

emotive thoughts (Bhargava Teja 2013), when freely expressed to

the outer world, transforms them into travel actions. The entire

process consequent to these impacts is represented by a dual

stimulus curve which will be called as a ‘2S Curve’ henceforth.

75
2.4.1 HUMAN CONSTRUCT TOWARDS TRAVEL PREFERENCES:

Tourism is a construct employed to denote significant

psychological, social and economic needs, which are essential for

the survival of a human being. Further, motive, motivation and their

interfacing mind (Bhargava Teja 2013) primarily encompasses these

psychological dispositions of the individuals on the tourism

trajectory. Following the discourse regarding dual stimulation of

cognitive and emotive drives of the Ppush- pPull mind in the earlier

section, a schematic diagram has been designed and developed to

indicate the relationship between motive and motivation, that

corresponds to psychological and physiological forces and the

constituents in them that representing the life in a three-

dimensional open book. The schematic diagram is presented in

Figure 2.6.

It can be observed from the schematic section that life is

represented as a three -dimensional open book based on

relationships from origin to destination. It can be easily realized that

cognitive-based psychology and perceptions are rationally intrinsic

in nature, based on the latent need. Various types of tourism that

correspond to intrinsic nature at the origin,origin are broadly

classified into cultural, religious and health tourism. It can also be

observed various activities that are being organized under these

three types in the same figure, indicatively.

76
Figure 2.6: Intrinsic and Extrinsic motivations of Travel Paradigm at a Microcosm Destination

77
 It can be further seen that the state of mind acts as a

facilitator between intrinsic and extrinsic motivations for manifesting

behaviorsbehaviours through various attractions that are pulled

towards the destination. Various tangible activities that are

organized at the destination are indicatively represented in the

same figure by broadly classifying their types. Furthermore, it can

be observed from the figure that these types primarily include

conventions, incentives and adventureurous sports. Therefore, the

text summarizes motivation, either intrinsic or extrinsic in nature,

isare based on cognitive forces, in response to the destination, with

emotive drives to actualize the inherent need for its fulfilment. The

underlying concepts on the human construct are demonstrated by

Abraham Maslow in his theory of motivation, which is described in

the following section.

2.4.2 NEEDS THAT BIND COGNITIVE, EMOTIVE AND

SITUATIONAL PSYCHOLOGIES:

Maslow (1954) describes his theories of motivation based

on human psychology and behavioralbehavioural stimuli in a

hierarchical model based on biogenic and psychogenic needs. This

pyramidal model, starting from physiological needs, passes through

higher psychological needs and then towards needs of self-

actualisation. Further, Maslow describes self actualization as the

impulsive process to convert one’s own-self into what one is capable

78
of being. Furthermore, he continued to deliberate during that

process, a person’s full potential can take place at the ultimate level

of psychological development, if and only when all the basic and

psychological needs are fully satisfied and fulfilled,.

However, self-actualization is a term that has been coined

in various psychological theories, often in slightly different ways.

Originally, the term was introduced by an organismic- theorist Kurt

Goldstein (Barlow, 1981) for the motive to realize one's full

potential by viewing it as organism's master motive. Carl Rogers’s

(1951) made a reference to the concept of self actualization in

human endeavorsendeavours through his nineteen propositions by

stating that a man's general tendency is to actualize himself to

reach his potentialities. Subsequently, Gnoth (1997) extended the

concept of self actualization in tourism paradigm by adding that the

motive is the “felt need” to self actualize due to situational

parameters, such as opportunity, time and money.

Additionally, Grunow-Lutter (1983) came out introducing

two new terms in humanistic psychology namely ‘real self’ and the

‘ideal self’ while discoursing on self-actualization and self

realization. Lutter further extended his discourse by deliberating

that the dynamic relationship between the real self and that of the

ideal self of a person, as to be self realization, thereby equating

“self actualization” with the “self realization”. Amidst all these

79
differential propositions, the Western wWorld opined in the tourism

paradigm, that holidays are to be connected either to the concept of

self actualization or to that of the self realization (Dumazedier,

1967; Krippendorf, 1987; Parker, 1983).

Furthermore, they have added that these two terms are

related to both body and mind for their development, corresponding

to self actualization and self realization, to their full potential, to

redress the stress and strain from a workaday life. However, Ajit K.

Das (1989) differed with all these concepts by stating that self

actualization and self realization are different from each other and

they act complimentary to one another. However iIn all these

formulations proposed by different researchers, the one thing that is

common is a mandatory requirement for a person to initially identify

one’s own level of full potential to actualize by reaching that level.

Thus, the phenomenological thinking is a subjective and appears to

be a relative proposition, depending on one’s own visualization of

that virtual level, to actualize during tourism activity.

The varying perceptions and propositions propounded by

different authors on self actualisation compelled the author to carry

out a detailed study into the ancient Indian scriptures withhere the

existence of concept of self realization and its underlying

complexities. Hence, stated to have been dealt with extensively

Bhagavad Gita, the Indian scripture, which is considered as a

80
complete guide to practical life, that tackles the issues of human

thinking and living from the grass roots level, and which is also

considered as the essence of the Vedas and the Upanishads of

ancient India and so hhas been selected after detailed survey for

probing all related concepts to human construct, based on which

also lies social paradigm also lies.

81
 C H A P T E R III

TOURISM AND ITS RELATED EVENTS IN INDIAN ETHOS

Ethos is a Greek word meaning the characteristic spirit that

is used to describe the fundamental values peculiar to a specific

person, people or movement that distinguishes one culture from the

other. Ethos forms the root from ethikos showing a moral character.

Later Latin borrowed ethos from ethicus, the feminine of which is

the genesis for the English word ethics. The rich and extensive

Indian system of moral philosophy derives its body of knowledge

from its traditional ethical-literature encompassing ancient Vedic

literature comprising Ramayana, Mahabharata, Upanishads and

Puranas. Mahabharata, which is at the crest of ancient Vedic-

literature, bears the annotation that “What is not found here for any

solution will not be found anywhere else”.

The Bhagavad Gita, which is the essence of Mahabharata, is

a complete guide to practical life and is a central tool actualizing

Maslow’s needs (1954) for self actualization and, further, to go

beyond, by metamotivation. Therefore, Maslow’s paving the way

towards metamotivation led the author to probe into traditional

Indian-scriptures related to certain ambiguous facets in tourism

literature for their comprehensive understanding. The probe

includes the intensive search starting from the etymology of travel

82
events and their components along with their underlying concepts,

particularly referring to the usage of self realization being

synonymous with self actualization, which is being seriously

engaged by various researchers.

EVENTS AND THEIR GENISIS AND EVOLUTION

An event is an act of happening, consequent to an action,

resulting in an outcome. An action, on the other hand, is an act that

makes an activity, by the process of doing something or making

something. It is well known that human life constitutes continuous

moments of activity, which does not allow a human to be without

indulging in some activity or other even for a single moment.

Bhagavad Gita more precisely denotes this central theme through

the fifth verse of the third chapter, which reads:

na hi kascit kaam api jatu tihaty akarmakt

karyate hy avasa karma sarva praktijair guai Bhagavad Gita, 3-5

None can remain without an action, even for a single moment;

Everyone is made to act helplessly as a born quality of prakriti.

This tenant explains that it is the law of nature that no

mortal can remain, even for a single moment, without performing

an action which results in an event (outcome). Further, it adds that

to not act at all is tantamount to disobeying the laws of nature,

making life purposeless and inactive, which leads to cultural

deterioration. The tenets of the Bhagavad Gita further state, in the

fourth chapter titled, ‘Renunciation of Action’, that a mortal is

83
always under the influence of triple tendencies, viz., right activity,

forbidden activity, and inactivity. The corresponding verse is

reproduced here:

karmano hyapi boddhavyam boddhavyam ca vikarmanah

akarmanas ca boddhavyam gahana karmano gatih Bhagavad Gita, 4-17

The nature of imponderable path of action involves right action, forbidden

action and also inaction.
The Gita continues to describe that the genesis of any human

activity is due to one of the three tendencies. The origin and nature

of the each of these tendencies are structurally presented in Figure

3.1 and their classification is described in the following paragraph

along with corresponding modern events.

It can be observed from Figure 3.1 that activity, which is the

prime mover of an event, is broadly classified into two distinct

categories, namely actions to be done (Karma) and actions to be

avoided (Vi-Karma). Actions to be done are further classified into

three kinds, such as corresponding to daily duties, special duties

and specific duties. Daily duties are such as those actions which one

has to perform regularly, while special duties are oriented towards

specific occasions. The actions for the fulfilment of particular

desires, which are targeted for achieving a particular goal, are

classified under specific duties. On the contrary, any act that stands

as a barrier to the progress of human society is categorized under

the forbidden activities (Vi-Karma), which are to be avoided by

cautiously identifying them at the initial stage itself.

84
 The modern categorization (Bhargava Teja, 2009) of all these

events was codified during earlier analysis. However, some typical

examples corresponding to ancient event are presented in the same

Figure 3.1. It can be observed from the figure that daily duties

correspond to minor events, while major, regional and mega events

are corresponding to special events depending on the dimension of

the scale.

According to the modern text, an event organizer is

assigned specific roles and responsibilities, which include task

management and people management. Identifying these

functionary roles in various activities resulted in a search into the

traditional literature where Ramayana and Mahabharata are found

to have a bearing on these activities. The spiritual content in the

Ramayana is found to be corresponding regarding selection of the

team, people management and risk management during the

performance of a task. On the other hand, Mahabharata is found to

contain the treasure of knowledge on effective communication skills,

risk and uncertainty, negotiation tactics, conflict resolution and

crisis management. All this is codified with their corresponding

scriptural references from both the Ramayana and the Mahabharata

and are synthesized in the following sections.

85
 Formatted: 1 Body Text

Figure 3.1: Structure of Different Kinds of Human Activities along with Corresponding Modern Event Management Practices

86
3.1.1 ROLES AND RESPONSIBILITIES OF AN EVENT ORGANIZER

The second chapter of Ramayana, Ayodhyakaanda vividly

deals with the selection of an event organizer, whereas Sundara

Kanda, the fifth chapter, clearly lays down the important

prerequisites for an event organiser to effectively carry out tasks

and people management. The roles of leadership and their functions

are systematically analyzed (Bhargava Teja 2012) and codified and

presented in Table 3.1, along with their sub components and

corresponding scriptural references. Care is also taken to

incorporate the modern equivalents in the same table for ready

comparison.

It can be observed, from the reference in Table 3.1, that

Ayodhyakaanda deals with selection and administration, by stating

that preference is to be given to the domiciled person who is

capable of maintaining discipline through regular contact with

people and timely payment of wages. These aspects are indicated in

the following verse.

kaala atikramane hy eva bhakta vetanayor bhritaah

bhartuh kupyanti dushyanti so anarthah sumahaan smritah (2-100-33)

When there is delay in giving bread and wages, the servants

become corrupt and incensed against their master

Further, a detailed criteria is laid regarding the conduct of a

selected person, by stating that the individual should be able to

maintain confidentiality and that the person should be capable of

87
soliciting advice from wise and knowledgeable people for

appropriate allocation of work. The following verse is extracted to

site as an example.

kaccij jaanapado vidvaan dakshinah pratibhaanavaan

yathaa ukta vaadii duutah te krito bharata panditah (2-100-35)

Knowledgeable person, living in one’s own country, and

who knows how to speak to the point, is selected.

Furthermore, while discussing discipline, it is also stated

that care should be taken not to punish in haste those persons who

are noble and honest, with integrity and without following the rule

of law such as conducting a proper enquiry. This is summarized in

the following verse.

kaccid aaryo vishuddha aatmaa kshaaritah cora karmanaa

aprishtah shaastra kushalair na lobhaad badhyate shucih (2-100-56)

A noble person, falsely accused, should not be punished

In haste and without enquiry

It is also interesting to note the different aspects in the

various limbs of administration for fulfilling the objects of human

pursuit. Stress is laid in dealing with different types of evils while

managing an event, by deftly dealing with sudden and unexpected

events, which are codified, analyzed and presented in the annexure

for ready reference for the modern event organiser. However, the

broad content is signified in verse 68 which, is denoted by the

following declaration.

88
 Table 3.1: Duties and responsibilities of an event organizer

Modern Corresponding
S. Scriptural Content on Roles of
constituents of References from
No Leadership
event organisation Ancient Ramayana *

I Roles of Leadership:  Maintain Confidentiality 2-100-18

 Solicit advise from wise 2-100-22
 Establishment
 Appropriate allocation of Work 2-100-25
 Appointment of incorruptible people 2-100-26
 Skill- and Domicile-based selection 2-100-35
 Righteous Disciplinary procedures 2-100-56
 Administration  Timely-payment of Wages 2-100-33
 Regular contact with people 2-100-51
 Maintaining Discipline with concern 2-100-52
 Preparedness to  Realise the adversities of the
2-100-68
meet exigencies human agencies
 Caused by divine agencies 2-100-68
II Responsibilities for  Identify strategic expedients 2-100-68
various functionary
role:  Doing a task without expecting
5-30-35
apprehension

a. Task Management  Capable of multiple-task

5-41-5
management
 Finding many ways to achieve the
5-41-6
task
b. People  To be very focussed in expressing
5-58-5
Management things
 Absence of despondency and self
5-12-10
reliance
 Virtue of endurance 5-55-6
 Humility is the root of prosperity 5-64-17
*In the Order: Book No. – Chapter No. – Verse No.

89
 dashapamchachaturvargaan saptavargam cha tattvatah
astavargam trivargam cha vidyaastisrashcha raaghava (2-100-68)

Ten evils, five kinds of fortifications, four expedients, seven limbs of state,
eight wings of administration, three objects of human pursuit;

The above verse relates to the five kinds of fortifications

and the four expedients based on seven limbs of administration,

driven by three branches of learning.

Further, the fifth chapter, Sundarakaanda, of the Ramayana

refers to the important pre-requisites for task management and

people management. Initially, it emphasizes that the person/people

should be free from any apprehension while initiating the task and,

further, should be capable of managing multi-tasking, with greater

clarity and expressions in multiple ways. The following verse

signifies the nature of multi-task management.

na hi ekah saadhako hetuh svalpasya api iha karmanah

yo hi artham bahudhaa veda sa samartho artha saadhane (5-41-6)

There is no single exclusive method for accomplishment of any purpose,

people who know how to do it in multiple ways can alone succeed.

Equal emphasis is also laid on people management by

stressing the need for self-reliance and absence of despondency,

with the virtues of endurance and humility, eventually leading to

prosperity. As an example, the following verse signifies the

importance of self-reliance.

90
 anirvedah shriyo muulam anirvedah param sukham
anirvedo hi satatam sarva arthesu pravartakah (5-12-10)

Non-depression, absence of despondency and self reliance

are always the root for development in all matters.

The importance of communication skills, that are needed

for an event organiser with effective mechanisms, for eventually

meeting any crisis, found in the Mahabharata, are demonstrated by

ancient management guru Lord Krishna. His extraordinary

leadership capabilities in dealing with the highly-critical situations

are detailed in the following section.

3.1.2 COMPONENTS OF LEADERSHIP QUALITIES AND CONTENTS

Detailed surveys, in search of various components, along

with their qualities and contents, are probed in the ancient

scriptures, which led to the Mahabharata for detailed studies.

However, modern texts signified that communication is the process

of passing information and conveying understanding from one

person to another (Goldblatt, 1997), usually with the intent to

influence or motivate the behaviour of others. Further, efficient

communication-skills are found to be an essential component during

crisis management, with effective negotiation tactics for conflict

resolution. Each of these components is systematically analysed,

along with their qualities, and all the corresponding references are

presented in Table 3.2, along with their proponents in the modern

management era, and described in the following section.

91
Table 3.2: Leadership qualities as per the ancient scripture of Mahabharata
Components of
Constituent Qualities Mentioned Corresponding
S. Leadership Qualities,
in the Udyoga Parva, References from the
No. along with their
Mahabharata Scripture ^
Proponents
 Gathering background
5-70-85
information
 Possible attempts to make
5-70-88
the right move
Communication  Thorough preparation 5-71-2
Passing information with  Assessment of the situation 5-71-9
1.
an intent to influence  Getting the details of the
others (Davis, 1953) 5-71-*
weaknesses of the opponents
 Ascertaining the opinions 5-72-1
 Sense of timing 5-81-6
 Self-protection 5-81-12
 Assessment of the person 5-81-13
 Analyse the Situation 5-82-5, 5-82-6, 5-82-7,
 Original Objective 5-83-18
 Advocate and Support the
a. Negotiation 5-89-28
cause
2.  Clear about diet 5-89-31
Skilful interaction through  Identify matching frequencies 5-89-32
various communication  Build up public pressure 5-93-62
channels (Rubin and  Capable of doing additional
Brown, 1975) 5-138-1
works
 Protocol 5-92-10, 5-92-11, 5-92-12
 b. Negotiation Process
 Order of Speakers 5-93-1, 5-93-2
 Clarity of concept 5-93-3
 Standing Respectfully 5-93-35, 5-93-36
 Receiving holy persons 5-93-44, 5-93-45
 Maintenance of silence 5-93-54
 Identify the roots of the
Conflicts 5-93-9, 5-93-10, 5-93-13
problem
 Mission Objective 5-93-22, 5-93-23
Difference in values
3.  Resolve the Conflict 5-93-59
between two or more
 Eloquence of Speech 5-93-62
parties
(Robbins, 1974)  Tactics 5-126-31
 Balanced Judgement 5-126-48
 Identify the Blunders 5-126-7, 5-126-8, 5-126-9
 Making public evill doings 5-126-10
Risk and Uncertainty
 Anticipating trouble makers in
5-126-47
Conflicts
When something goes
4.  Responsible for Failure 5-126-33
wrong despite ample
information  Creating rift in Adversarial
5-129-33
(Peter Drucker, 1975) Power
 Minimising uncertainty through
5-144-22
strategies
Crisis Management
 To face the unexpected and
5. Sudden and smouldering 2-42-4
Unpleasantness events
crisis (Robert Irvine, 1997)
*Hidden Sloka, ^In the Order: Book No. – Chapter No. – Verse No.

92
(I) Communication Skills

The various elements involved in the process of effective

communication skills are centred on rightful speaking, for a

successful outcome, and includes factors such as keeping in mind

the background of the person with whom communication is to be

made, with thorough preparation and appropriate timing of the

communication. The prerequisite for effective communication, as

stated in the scriptures, can be realised from the following verse.

yad yad dharmena samyuktam upapadyed dhitam vacah

tat tat kesava bhasethah santvam va yadi vetarat (5-70-93)

O Krishna, whatever is rightful, speak to them.

I hope to behold thee return successful and prosperous.

(II) Risk and Uncertainty

Risk is the chance that something may go wrong, despite

good information and clear-cut goals, during the process of

resolution of a conflict (Rubin and Brown 1975). The

significant elements to avoid risk and uncertainty include

identifying the persons responsible for the conflict and

causes of the failure of the negotiations, that create the

uncertainty. Lord Krishna, undertaking the peace mission, is

advised by Yudhisthira of the risk involved that may lead to

uncertainty and crisis in the following verse, implying that

possible risk in organising any event should be foreseen and

necessary plan of action be identified to deal with that.

93
na hi nah prinayed dravyam na devatvam kutah sukham
na ca sarvamaraisvaryam tava rodhena madhava (5-72-84)

O Krishna, shouldst thou proceed into their midst, mischief be done to

thee, nothing, not even divinity, nor even the sovereignty will delight us.

(III) Negotiation Tactics

Negotiation is defined, in modern texts, as a skilful

interaction, through various communication channels (Getz

1997), to resolve a conflict jointly. The scripture signifies

the importance of protocol, while initiating the negotiation

process, starting from the seating arrangement. This is

described in the following verse.

tesv asinesu sarvesu tusnimbhutesu rajasu

vakyam abhyadade krsnah sudamstro dundubhisvanah (5-93-1)

All the kings to be seated and perfect silence had ensued,

Krishna began to speak with clarity and eloquently.
Further, a negotiator should have the capability to

advocate the cause that he is piloting and obtain strong

support from among the persons involved, by identifying

persons with matching frequencies from the opposition,

to build up the pressure for achieving the desired goal.

(IV) Conflict Resolution Process

Conflict is perceived as difference in values (Davis 1953)

between two or more parties, that result in mutual

opposition. A conflict had arisen in the ancient scripture

Mahabharata, between the Kauravas and Pandavas, due to

the mutually-opposed stands that they had taken while

94
 settling their claims. According to the scripture, in order to

resolve a conflict, the root of the problem is to be dealt

with, with tact and balanced judgment, as stated in the

following verse.

tyajet kularthe purusam gramasyarthe kulam tyajet

gramam janapadasyarthe atmarthe pṛthivim tyajet (5-126-48)

For the sake of a family, an individual may be sacrificed.

For the sake of one's self, the whole earth may be sacrificed.

(V) Crisis Management

Crisis management is the ability to readily face and

deal with any unexpected event/events involving

uncertainty and risk. ‘Crisis’ is always a sequel to

adversities caused by both human and beyond-human

agencies, which creates an element of unpleasantness. A

sudden smouldering crisis was encountered by Lord Krishna

during a grand celebration, where he was asked to be the

chief guest, during a grand celebration, and has to face

unpleasant abuses from Sisupala, as indicated in the

following verse.

ye tvam dasam arajanam balyad arcanti durmatim

anarham arhavat krsna vadhyas ta iti me matih (2-42-4)

Ignoring the many Kings, you have been paid royal

honours to a cowherd boor, a mere nobody

During the process of this research, it is also observed that

several aspects relating to event planning, organizing and

management of a mega event are demonstrated through grand

95
celebrations. These are enumerated prominently in the Rajasuya

Yajna which is described in the second chapter Sabha Parva of

Mahabharata, giving an insight to organisational practices in the

hoary past. These event-management practices are described in

detail in the following section.

3.1.3 EVENT MANAGEMENT IN INDIAN ETHOS

Detailed surveys are carried out for identifying the various

intricate managerial functions, which involve planning, coordination,

staffing and controlling, functions that were in vogue in the hoary

past. Classic celebrations organised in the form of grand-cultural

rituals such as Ashwamedha and Rajasuya Yajnas are found to be

standing out as events demonstrating the deft managerial practices

prevailing in the bygone times. Among these, Yudhishthira's

Rajasuya Yajna is the most well-known cultural celebration,

described in detail in the second chapter of the Mahabharata, known

as the Sabha Parva. Its study has thrown light on several aspects

that correspond to modern event-organisation.

It is observed during analysis that greater importance was

laid on the conceptualisation, coordination, venue selection and

extensive detailing of the programme in the Rajasuya yajna, which

are codified and presented in Table 3.3. It is found that equal

importance was given to hospitality items such as food,

accommodation, gifts and novelties that were provided to the

96
invitees, which is briefly analysed and presented in the following

paragraphs.

(I) Conceptualization

It can be observed from the table that the

‘conceptualisation’ of an event signifies the need for

participatory discussions, starting from among the family

members and extending to intelligent and virtuous people,

as indicated in the following verse.

sa bhratrbhih punar dhiman rtvigbhis ca mahatmabhih

dhaumya dvaipayanadyais ca mantrayam asa mantribhih (2-12-18)

Yudhishthira, wise in counsel, consulted with his brothers,

with illustrious Ritwijas with his ministers and others.

(II) Budget

Budget allocation is given due importance in these

celebrations, with due accountability, at the initial level of

planning itself, tagged with adequate caution against the

various risks that are likely to arise during the execution of

an event. This has been indicated in the following verse.

ksatta vyayakaras tv asid vidurah sarvadharmavit

duryodhanas tv arhanani pratijagraha sarvasah (2-32-8)

Vidura is the disburser who knows the rule of morality

Duryodhana receives tributes that were brought by the kings.

97
 Table 3.3: Modern concepts of event management and related
references in Rajasuyayaga of Mahabharata
S. Modern Concepts of Event Corresponding References * from
No Management Sabha Parva (Chapter 2 )Mahabharata
1 Planning 2-11-69, 2-12-2, 2-12-3, 2-12-9,
 Conceptualisation 2-12-14, 2-12-18, 2-13-1, 2-13-61
 Countering Risks 2-13-62, 2-13-66, 2-18-20
 Budget 2-30-51, 2-32-8
2 Organisation
Coordination committee/Team 2-30-3
 Food and Reception
 Honouring the Dignitaries 2-30-4
 Supervision of different works 2-30-7
2-30-28, 2-30-29, 2-30-34, 2-30-35,
 Team-Building
2-30-36
 Invitations 2-30-41, 2-30-53
 Receiving the Guests 2-32-4
3 Leading
Venue Selection and Needs 2-30-26
 Special Materials
 Decoration of Venue 2-30-27
Program for the Event
2-30-42
 Invocation
 Going to Venue 2-30-43
 Entertainment 2-30-48
Accommodation
2-31-19
 Tall and Spacious Buildings
 Easy to climb steps 2-31-20
 Good seating arrangements 2-31-21
Hospitality Services
 Menu for food materials 2-31-50, 2-31-51
 Meals without intermission 2-47-3, 2-47-4
4 Controlling
Gifts and Novelties
2-30-35
 Gems and Precious metals
 Ornament gifts 2-47-5
 Garment gifts 2-47-6
 Mementos 2-30-52
Closing Ceremony
 Honouring the Guests 2-47-13
 Paying tributes with expensive
2-47-16
matting
 Royal tributes with elephants and
2-47-19
camels
*In the Order: Book No. – Chapter No. – Verse No.

98
(III) Coordination:

It is interesting to find a reference to the constitution of a

coordinating committee comprising professionals as

members, each of whom were allocated duties with

meticulous care, starting right from venue selection to

sending invitations.

evam uktva sa tan sarvan diksitah pandavagrajah

yuyoja ha yathayogam adhikaresv anantaram (2-32-3)

Pandu, the eldest, is installed to be the organiser

Who, in turn, chose a suitable team for the sacrifice.

(IV) On-Site Activities

Further in-depth analysis of these verses revealed that on-

site activities included appointment of various incharges for

collection of materials, decoration of the venue, along with

concerted coordination, involving all the functionaries,

before, during and after the programme. The following

verse explains this in detail.

bhakayabhojyadhikarehu duhsasanam ayojayat parigrahe

brahmananam asvatthamanam uktavan (2-32-4)

Dussasana supervises food and other enjoyable articles.

Aswatthama was asked to attend to the hospitality of invitees.

(V) Accommodation

Furthermore, it is interesting to note that providing

accommodation to the guests is given paramount

99
 importance in event organisation, which involved drafting of

fine-tuned details relating to and including interiors,

furnishings and architecture. More specifically, the following

verse reveals that the building, i.e., the venue, where the

event was to be conducted should be protected by high

compound walls, which were to be whitewashed, along with

a provision of comfortable steps to climb the building easily.

kailasasikharaprakhyan manojnan dravyabhusitan

sarvatah samvrtan uccaih prakaraih sukrtaih sitaih (2-31-21)

The white and high mansions are like the cliffs of Kailasa,
and furnished delightfully with every kind of furniture.

(VI) Food and Hospitality

It is pertinent to note that during these celebrations, food

service operations and traditional hospitality services were

provided (Bhargava Teja, 2010) without any break and

served in unlimited quantities. The menu included special

and specific dishes for every occasion and every meal

serving different varieties of items.

diyatam diyatam esam bhujyatam bhujyatam iti

evam prakarah samjalpah sruyante smatra nityasah (2-30-50)

Delicious food, without any intermission and pleasantries.

'Give’ and 'Eat' were the words that are heard incessantly.

100
 (VII) Gifts and Novelties

The custom of invitees giving gifts to the host and the host

paying tributes to the guests were observed with fervour

and a touch of sentiment. The gifts could be in the form of

gold coins, elephants or camels. This was the guests’ way

of seeking protection for their kingdoms from the host. This

practice has been depicted in the following verse.

digbhyam sarve samapetuh parthivas tatra bharata

samupadaya ratnani vividhani mahanti ca (2-31-4)

Yudhishthira and his sacrificial mansion, is filled

with many costly jewels of various kinds that were brought.

(VIII) Closing Ceremony

It is also found from these scriptures that the

closing ceremony was given equal importance, with well-

defined best practices which are found to be of great

relevance in the modern practices. These are codified and

presented in the Table 3.3, with the corresponding modern

terminology. As an example, the richness of the farewell to

the dignitaries is indicated in the following verse.

annavan bahubhaksyas ca bhuktavaj janasamvrtah

ratnopahara karmanyo babhuva sa samagamah (2-32-16)

Kings were adorned with gems and gifts

and scene of filled(discuss) with every kind of wealth. Formatted: Font: Calisto MT
Formatted: Font: Calisto MT, Not Highlight
Formatted: Font: Calisto MT

101
3.2 TRADITIONAL ETYMOLOGY FOR TRAVEL AND HOSPITALITY

EVENTS

Upanishads, which form a part of our ancient Vedic

literature, describe various types of travellers who undertake a

journey, by categorizing them as atithi, abhyagati, yatrik and

paryatak. The scriptures revealed that the implied meaning of these

terms are found to be corresponding to the modern terminology

used in the emerging literature, viz., stranger, guest, traveller and

tourist, respectively. The nature of each of these terms is described

in the ancient scriptures which are codified and presented in Table

3.4, along with their modern equivalents. The table also

incorporates the Sanskrit equivalents, the meanings, and the

corresponding scriptural references which are detailed in the

following paragraphs.

I. Atithi

It can be observed from the Table that the word atithi refers

to one who does stay very temporarily for a short duration.

Yasmat anityam hi sthitoh tasmat atithih ucyate Manusmriti, 3, 102

One who does not stay permanently at a place is

denoted as atithi. Further advancing the concept based

on the nature of arrival of such strangers, it clarifies that

atithi is one who comes without any consideration of

date or time through the following Upanishad saying.

102
 Tithi anapekshaya agatah Taithriya Upanishad

Furthermore, while elaborating on the duration of the stay Formatted: Space After: 0 pt

of a stranger, the smiriti(auth chk) categorically defined Formatted: Font: Italic, Not Highlight
Formatted: Not Highlight
atithi as a person who only stays overnight, through the

following verse.

Ekaratram tu nivasan Atithih Manusmriti, 3, 102 Formatted: Space After: 0 pt, Line spacing: Double

II. Abhyagat

The term abhyagat (guest) is used for one who arrives by

an invitation or by an appointment and is considered to be

an equivalent of Lord Vishnu Himself. This is indicated in

the following verse.

Abhyagatah svayam Vishnuh Legendary

Guest is considered as Lord Vishnu Himself Formatted: Space After: 0 pt, Line spacing: Double

While it is stated that a person of unscheduled visits, who

arrives without any appointment, is to be given treatment

on par with God. It emphasizes the need for even better

treatment (hospitality services) towards a person of a

scheduled visit, abhyagati (guest), i.e., a person who

arrives by an invitation/appointment.

Similar references are found for the other two types,

namely yatrik (traveller) and paryatak (tourist) in epic

103
 Mahabharata, that have also been presented in the same

Table 3.4.

It can be furthermore observed from the Table that the

word paryatak stands for tourist is basically derived from

the root Ata, meaning, the movement. However, the

aphorism given by Panini (Gopal Reddy, 1986) in his

grammar during 6th century BC. more specifically clarifies

that the root Ata is associated with movement, as per the

following statement.

Ata gatau Dhatu Pathavali: 8

The origin of Ata in its verbal form is found in the ancient

text of Skanda Purana (Shastri, 1995) while referring to

travelling of Sage Narada, as indicated in the following

verse.

ekada Narado yogi paranugrahakankshaya

parytan vividhan lokan martyalokamupagatah Skanda Purana, 1.4

While touring (paryatan) several worlds (lokas),

arrived on this globe, with a desire to help people.

All the above, in summary, culminates in the definition of a

tourist by stating that a person who stays only for a short duration

at a single place and keeps travelling to visit people and places is in

correspondence with modern literature.

104
 Table 3.4: Modern and traditional classification of guests
S. Modern Classification of Traditional Classification of Sanskrit Equivalents
Nature Scriptural Reference
No. Travel Terminology Travel Terminology (Devanagari)
1. Visitor Atithi  A person who visits a person or place Taittiriya Upanishad
without appointment
2. Guest Abhyagat A person who has been duly invited by Ramayana
appointment
3. Traveller Yatrik  A person who travels often Skanda Purana

4. Tourist Paryatak  A person who travels or visits a place for Mahabharata
pleasure
5. Tourism Paryatana  A business activity connected with Mahabharata
providing accommodation, services and
entertainment to people who visit a place
for pleasure (OED)

105
 3.2.1 HOSPITALITY EVENTS

Hospitality is the performance expressed by the host

towards the guest, and experienced instantaneously by the guest.

Hospitality events are ingrained in the minds of the Indian people,

with a traditional belief that serving the guest is equivalent to

serving God. Hospitality is considered to be a sacred and serene

activity, always to be undertaken (Bhargava Teja, 2011) with

passion, compassion, sentiment and concern, and is observed as a

religious duty towards the visitor/stranger or guest. Despite the

high degree of cultural and geographical diversity in the country,

the sentiments towards the guests are found to be remaining the

same throughout India. Indian-values constructed around

hospitality, with different variety of elements of services rendered

towards satisfying a guest/visitor, is what make India incredible.

The prime motivation behind any hospitality service is the

traditional belief that serving a guest is tantamount to serving God

Himself, as expressed in the following Anuvak from Taittiriya

Upanishad.

Atithi Devo Bhava Taittiriya Upanishad

Visitor is God

It means that every guest should be treated like a God,

without any distinction being made on the basis of the guest’s

106
caste, colour or creed, similar to the God taking care of the welfare

of all beings.

The Upanishad describes atithyam as an item related to

visitors. The term hospitality is drawn from atithyam, which is found

to have its roots in the Upanishads statement of the Vedas, as

follows.

Atitheh bhavah Taithriya Upanishad

A thing or an item related to visitors

It conveys the meaning--a thing or an item required

towards visitors, in-turn implying the hospitality required towards

the visiting persons.

Furthermore, the Smriti(auth chk) also elaborates on the

sequence in which the services are to be rendered to a guest.

Asanodake, Annam, Atihthaye pradadhyat Manusmriti, 3, 99

Food is the most essential component of the hospitality offered to a guest

by offering him/her a comfortable seat and water.

The Katha Upanishad meticulously cautions one against the

consequences of neglecting a guest by stating that a visitor is like

fire, and has to be dealt with all the precautions and care while

extending reception services to him/her.

Vaisvanarah Atithih Katha Upanishad, 1.7

Atithi is to be treated as fire itself.

107
 Manusmriti states that if one fails to treat the Godly guest,

as enumerated in the scripture, there is every chance of one losing

all wealth and riches for acquiring the sin of not attending to the

guest. This has been elaborated in the following statement.

Sarvam sukrutam adatte anarchitah Manusmriti, 3,100

If a guest is not worshipped (served) properly;

the host will eat away the outcome of all his holy deeds.

The methods and procedures for serving the Godly guest

prescribed in these scriptures have been systematically analysed and

codified. It is found that there are sixteen specific services known as

Shodasopacharas, and they are presented in Table 3.5. All these

services are reclassified in accordance with modern hospitality

literature and are presented in Table 3.6.

It can be observed from the Table 3.6 that all the sixteen

services are broadly falling into three groups, one relating to the

welcome of the guest, the other to the services rendered during the

stay and the food of the guest, and the last one relating to the

guest’s farewell. The modified classification is schematically

presented in accordance with the nature of services as proposed by

Powers and Clayton (2006) and presented in Figure 3.2.

It can be observed from the Figure that traditional

hospitality has broken down into four stages or components of

services, i.e. welcome, stay, food and farewell. Further, the four

characteristics of the services, viz. intangibility, inseparability,

108
variability and perishability, associated with each of these

components of hospitality, underlie their importance and

significance by emphasizing that once a service is rendered, nothing

can be done to its effects.

Further, a specific code of conduct is prescribed while

rendering these services to different types of journeyers during

atithyam, which are presented in Figure 3.3.

It can be observed from the figure that atithi (stranger) and

abhyagat (guest) are classified as persons under the mandatory

reception category, wherein the hospitality provided is of a

traditional nature and are on a non-commercial basis. On the other

hand, the paryatak (tourist) and yatrik (traveller) are classified

under the category of reception to be provided on demand. It can

be observed that the services provided under this category are paid

for and are of a commercial nature.

109
 Table 3.5: Hospitality services to be offered to the Godly visitor

S. Transliterated words in
Scriptural words in Sanskrit Meaning
No. English

1.  Avahana Invitation/Reception

2.  Asana Comfortable seat

3.  Padya Water to wash feet

4.  Arghya Water to wash hands

5.  Achamaniya Water for sipping

6.  Snana Bath/Ablution

7.  Vastra Clothes/Garments

8. Yajnopavita Holy thread

9.  Gandha Sandal paste/Perfume/Scent

10.  Abharana Decorating with ornaments

11.  Pushpa Offering flowers

12.  Dhupa Incense/Aromatic smoke

13.  Deepa Lighting lamps

14.  Naivedya Offering food with devotion

Betel leaf and areca nut

15.  Tambula
(paan)

16.  Nirajana Best wishes

110
Table 3.6: Classification of hospitality services as per the emerging trends
S. No Item Hospitality Services
1 Welcome  Pick up
i. Reception  Greeting with a bouquet on arrival
 Offering a seat to make the guest comfortable
 Offering drinks/beverages for refreshment

2 Stay Allotting Appropriate Accommodation

i. Arrangements in  Complimentary items
Room  Bed
 Linen, towels, napkins, etc.
 Hot and cold beverages
 Fruits
 Air freshener
ii. Bath/Toilet  Clean toilet
Provisions  Soaps
 Towels
iii. Personal Service  Promptly attending to room-service requests
iv. Prompt Food service Breakfast
3  Lunch
 Dinner
v. Recreation  Arrange tours or sightseeing (on request)
4 Farewell  Services for checking out
 Dropping at the departure point

111
Figure 3.2: Traditional Classification of Hospitality Services

112
Figure 3.3: Conceptual Diagram of the Traditional and Emerging Hospitality Services

113
3.3 FOOD AND THEIR CLASSIFICATION WITH MENU CHOICES

It is found during the present investigations into Bhagavad

Gita, that there are various terms related to food and diet, along

with their consumption processes and characteristics (Bhargava

Teja 2010), which are dealt with in detail. Further, it is observed

that the nature and behaviour and psychology of an individual are

also delineated by the choice of diet. All these aspects related to

hospitality are systematically analyzed, starting from the very

definition of the food, and is presented in the following paragraphs.

Food is defined as something that is digestible and further

described that can be consumed in four different ways with an

inherent essentiality of digestibility, as indicated in the following

verse.

Pacamy annam chaturvidham Bhagavad Gita, 15-14

The food that can be digested is of a four-fold nature.

The scripture says that the digestible food is to be

consumed in four ways, by using the teeth, throat, jaws and

tongue. Further, the scriptures also state that it could be vegetarian

or non-vegetarian and/or prepared or unprepared, and raw or ripe.

The nature and characteristics of the three kinds of food are

presented in Figure 3.4 along with the examples.

It can be observed from the figure that the nature of food has been
classified into three types (a) Gentle (sattvic) (b) Aristocratic

114
 (rajasic) (c) Stale (tamasic). While gentle food is soft,

aristocratic food is bitter, and stale food is strong and addictive.

Further, it is observed that the nature and behaviour and the

psychology of the individual person are also delineated by the

choice of their diet.

The requirement depends on the nature of the food content

and method of cooking and consumption, as described in the

following verse.

aharas tvapi sarvasya trividho bhavati priyah

yajnas tapas tatha danam tesam behdam imam srnu Bhagavad Gita, 17-7

The person prefers three kinds of food based on the nature.

The same is true of sacrifices, austerities and charity.

On the other hand, diet is stated to be a prescribed

selection of foods based on individual choice. The qualities and

characteristics of the different types of diet are vividly explained by

means of a comparison between different personalities in the

ancient text. For example, sattvic (soft) people will have a

preference for and natural inclination towards a diet that will

increase joy (preeti) and inner cheerfulness (sukha) or bliss.

ayuhsattva-balarogya – sukha-preeti vivardhanah

rasyah snigdhah sthira hrdya aharah sattvica priyah Bhagavad Gita, 17-8

The foods that increase life, purity, strength, health, joy and cheerfulness,
which are savoury and oleaginous, are dear to the sattvic (soft).

115
 It is found from this scripture that a soft person likes only

the diet that increases lifespan (ayuh), supplies energy (veerya),

enhances secret strength (bala) and provides health (arogya).

Rajasic (aristocratic) people restlessly strive to fulfil their

uncontrolled passions and desires. They prefer bitter foods with a

strong flavour and dense taste. Further, these individuals, in their

wilderness, are uncontrollable to an extent and are vigorous in their

reactions. Such foods are found to lead the consumer to a life of

pain, grief and disease. This is indicated in the following verse.

katv-amla-lavanaty-usna- tiksna-ruksa-vidahinah
ahara rajasasyesta duhkha-sokamaya pradah Bhagavad Gita, 17-9

The foods that are bitter, sour, saline, excessively hot, pungent, dry and
burning, are pleasing to the rajasic and are productive of grief.

Finally, a stale diet seems to attract all the indifferent

(tamasic) people who dwell in ignorance and inertia. They love to

eat food which is stale and tasteless is not at all beneficial for the

body.

yatayamam gatarasam puti paryusitam ca yat

ucchistam api camedhyam bhojanam tamasapriyam Bhagavad Gita, 17-10

That which is stale, tasteless, putrid and rotten, refuse

and impure, is the food preferred by the tamasic.

The characteristics of the food and diet and their qualities

are systematically tabulated in accordance with the scriptural

description and presented in the Table 3.7, for ready reference. It

116
can be observed that Table 3.7 contains the scriptural word, its

transliteration as well as its meaning and reference detail.

Further, it is interesting to find people who prefer gentle

food are stated to be good, while aristocratic and stale food

consumers are characterized for their emotional and deterministic

natures, respectively. Therefore the triple tendencies are found to

have bearing a on individual personalities and their psychological

dispositions to exhibit their nature during any activity, including

preferences.

117
Figure 3.4: Classification of Food and Diet and their Consumption Process

Formatted Table

118
 Table 3.7: List of Scriptural Equivalents of Food and Diet,
their Meanings and References
Scriptur
S. Transliterat Meaning
al
N Devanagari Equivalent ed Word in of the
Referen
o English Word
ce
Gita (15-
1.  Pacamy Digest
4)
2.  Annam Food
Chaturvidha
3.  m
Four-fold

 Trivido
Is three- Gita (17-
4. bhavati
 fold dear 7)
priyah
Gita (17-
5.  Ayuh Lifespan
8)
6.  Sattva Purity
7.  Bala Strength
8.  Arogya Health
9.  Sukha Joy
Cheerfulne
10 ss and
.  Preeti
good
appetite
11
.  Rasyah Savoury
12 Oleaginou
.  Snigdhah
s
13
.  Sthirah Substantial
14
.  Hrdyah Agreeable
15 Gita (17-
.  Katu Bitter
9)
16
.  Amla Sour
17
.  Lavana Saline
18 Excessivel
.  Atyusna
y hot
19
.  Tiksna Pungent
20
.  Ruksha Dry
21
.  Vidahi Burning
22
.  Duhkha Affliction
23
.  Soka Emotion

119
24
.  Amaya Sickness
25 Gita (17-
.  Yatayamam Stale
10)
26
.  Gatarasam Tasteless
27
.  Puti Putrid
28
.  Paryusitam Rotten
29
.  Ucchistam Refuse
30
.  Amedhyam Impure

120
3.4 PSYCHOLOGICAL MOTIVES IN TRAVEL PARADIGM

Tourism researchers described the travel event as a

sociological process borne out of human life with actions and

activities of people. But as per the ancient scriptures, the human is

a three-dimensional being, comprising the body to perform actions

on the material plane, along with the invisible mind, and with

sensuous organs connected by the vital energy, the prana, which

acts as the motive power behind all activities. The same has been

summarised in the following verse.

Gnanendriya Panchaka , Karmendriya Panchaka,

Pranaadi Panchaka, Samyuktham Jayathe Vedanta Paribhasha, 7-3

Borne out of five sensory organs, five organs

of action and five pranas together.

Further, the gross body has five organs of action known as Formatted: Space After: 0 pt

the karmendriyas, viz., tongue (jihwa), hands (paani), feet (pada),

anus (payu) and genitals (upastha), which are found to be

motivated by the power of the prana. Further, the mind which is a

subtle body also has five sense organs defined as gnanedriyas, viz.,

skin (twak), eyes (chakshu), ears (srotra), tongue (jihwa) and nose

(ghrna), which is denoted by the following verse.

Thwak Chakshu Srothra Jihwa Ghrana

Vaak Paani Pada Payu Upastha Vedanta Paribhasha, 7-3

The skin, the eye, the ear, the tongue, the nose,
speech, the hands, the feet, the anus and the genitals

121
 The sense organs, along with the action organs and their

connecting prana (intellect) have been schematically presented in

Figure 3.5. It can be observed from the Figure that the three levels

of the being, i.e., mind, body and prana are not isolated from each

other and together form the total individual. Further, the mind is

indicated with a broken line which thinks before it acts. However,

every human being’s mind is made up of three qualities, viz.,

sattva--purity and holiness--, Rajas--action and drive--, Tamas--

laziness and inertia--, forming human psyche.

The functional mechanism of the human psyche (mind),

involving both physiological (biogenic) and psychological (emotive)

needs, has been described in the following verse.

mamaivaamsho jeevaloke jeevabhootah sanaatanah;

manah shashthaaneendriyaani prakritisthaani karshati Bhagavad Gita, 15-7

An eternal firm in become a living soul (mind) in prakriti,

draws its senses, with mind as the sixth.

The above verse conveys that when the cognitive forces Formatted: Line spacing: Multiple 1.7 li

come into contact with environmental factors in the physical world,

the arousal of internally-generated emotive feelings act through the

intellect, resulting in actions. The actions of the individuals are

propelled by their needs, depending on the predominance of one of

the three gunas in human psyche, in arousing the feelings.

Therefore, the scriptures ordained on the requirement of

synchronizing the sense organs with the action organs without any

dissonance in the self to excel in any activity as elucidated in the

following verse.

122
Figure 3.5: Elements of the Gross and Subtle Body Involved in Leisure and Recreation

123
 Yastvin-driyani manasa niyamya-rabhate’rjuna
Karmen-DriyaihKarma-Yogana-Saktah Sa Visisyate Bhagavad Gita, 3-7

Whoever engages his organs of action by controlling the senses

without attachment is a yoga (unity of organs) for one to excel.

But the sense organs are ordinarily influenced by physical Formatted: Indent: Left: 0.25"

attractions of the outer world, by letting the flood of stimuli in

the mental pool, thereby disturbing the inner serenity and

equipoise. Hence the mind is masked by the sense of doership or

ego can overcome with the power of the intellect to actualize

oneself within the realm of human motivation. Maslow described

the process of However, the mind once sloughs off the ego with

power of the intellect can actualize itself to liberate from the

sense of doership within the realm of human motivation(auth

chk, unclear). The process of going beyond self actualization

(Bhargava Teja 2013) is described by Maslow as by

metamotivation towardsafter fulfilling the hierarchy of human

needs. But several researchers in the wWest used the term self

actualization synonymously with self realization, which is

signified vividly in Indian scriptures for analyzing further.

3.4.1 VALIDATING SELF-RELATED CONCEPTS IN TOURISM

PARADIGM

Self concept (Rogers 1961) is stated to be the organized

consistent conceptual gestalt (Hothersall, 2004), composed of

perceptions of the characteristics of I or me and relating to various

124
activities of human endeavours and their relationships with others.

Further, western theories (Rogers, 1959) substantiated self as a

specific entity at any given moment and as a changing gestalt for

invoking human activity. Furthermore, Maslow’s self-actualization,

arising out of physiological and psychological needs, is found to be

corresponding either to the real self or the ideal self.

Therefore, the self concept is stated to be a thought which

comprises three components (Kent, 2007): ideal self (the person

one would like to be); public self (the image one believes others

have of oneself); and real self (the sum of those subjective

thoughts, feelings, and needs that a person sees as being

authentically theirs).

According to the Bhagavad Gita, ratiocination of human

activities are triggered by the three qualities of the mind which are

activated by the intellect through respective senses, as stated in the

following verse of the scripture.

trai-gunya-vishaya veda nistrai-gunyo bhavarjuna

nirdvandvo nitya-sattva-stho niryoga-kshema atmavan Bhagavad Gita, 2-45

Three tendencies in life for establishing firmly in steady wisdom

and be rooted in the knowledge of the Self.

Cognitive attributes, by the virtue of situational forces, are

responsible for letting lose the flood of stimuli, as stated earlier in

the sense organs in the external world. However, the will power of

the mind is ordinarily masked and prevented by the sense of doer-

125
ship or ego, to realize the true state of ideal self to go to what

extent a person is capable of.

But the intellect has a power of resilience to rediscover itself,

spontaneously, by piercing through the doubts that are being

manifested by the outer influences by the illusionary ego. The

process of lifting the real self to the state of ideal self and go

further, beyond outside the realm of self actualization, is prescribed

for achieving the state by transcending oneself, as indicated in the

following declaration.

sruti-vipratipanna te yada sthasyati niscala

samadhav acala buddhis tada yogam avapsyasi Bhagavad Gita, 2-53

When intellect is perplexed, then one has to be steady

in the mind then one shall attain self realization

The scriptures further declared the stage as a state of steady

wisdom where a person liberates oneself from the illusionary sense

of doership, thereby facilitating a person to comprehend everything

that one would be seen and also see in advance/or before

handbeforehand, which is yet to happen, by going beyond the state

of self actualization. The following verse from the scripture more

precisely declared the same.

prajahati yada kaman sarvan partha mano-gatan

atmany evatmana tuṣṭaḥ sthita-prajnas tadocyate Bhagavad Gita, 2-55

When a person satisfies the mind in the Self by the Self,

then wisdom actualizes to judge which is beyond self.

It is interesting to note that self-realization is supreme

awakening of an individual, where the person’s intellect goes

126
beyond the confines of body and mind or I and me. This implies that

at this state of self realization, one can comprehend/foresee all the

experiences that are likely to be experienced at the travel

destination, well in advance, at the beginning itself, without

physically experiencing the destination. This is indicated in the

following stanza of the Bhagavad Gita.

yada te moha-kalilam buddhir vyatitarisyati

yada gantasi nirvedam srotavyasya srustasya ca Bhagavad Gita, 2-52
When intellect crosses delusion then attains an insight
towards all that one has seen and yet to be seen

Maslow’s metamotivation laid the way in formulating the

conceptual mechanisms involved, for achieving the supreme state of

awakening, and is mirrored in Figure 3.6, along with their

corresponding physical and sensuous activities.

It can be observed from Figure 3.6 that the mirror of Maslow’s

hierarchy is ascending from real self driven by actions, following the

sensuous organs for moving upwards for advancing towards ideal

self and into the arena of self actualization. It can be observed

further from Figure 3.6 that the real self is corresponding to lower

physiological needs followed by higher psychological needs, each of

which possessing five sense organs and five action organs which are

shown in detail in the figure at their respective levels. Furthermore

it can be observed that the Ideal Self lies within the realm of self

actualization for facilitating the individual to achieve one’s own full

potential, represented by the apex A or point of awakening. At this

127
stage, an individual is stated to be not affected by external stimuli

and its influences, and continues to act with equipoise by the self

knowledge (Gleitman and Resiberg, 2004) by being seated at

summit A.

The dynamic mechanisms that are involved for the

development of self-realization, from self-actualization, is a

continuous process and is indicated with dual-direction curved-

arrows at the imaginary separated plane. The line passing through

the point at apex A is indicated with a broken line which is

represented to be the line of transcendence (Viktor Frankl, 1959)

where an ideal self is lifted from the confines of human motivation

to a state of self-realization, where the influence of motivation

ceases to exist. Interestingly, the transcending process is observed

to be happening after satisfying both the physiological and

psychological needs, by fulfilling deficiency and being needs towards

self actualization.

For attaining the supreme state of self transcendence, the

Bhagavad Gita ordained a twofold path through its declarations by

denoting a path of action for the gross body and another path of

knowledge for the subtle body, for realizing one’s own self as

quoted in the following stanza.

loke’smin dwividhaa nishthaa puraa proktaa mayaanagha

jnaanayogena saankhyaanaam karmayogena yoginaam Bhagavad Gita, 3-3
Two-fold paths, the Path of Knowledge and the Path of Action
One- for intellectual makers and other for peripheral doers

128
 The path of action is prescribed for those who are driven by

lower physiological needs, to satisfy and stop at the basic need at

the peripheral level. On the other hand, the path of knowledge is

prescribed for those who need to go beyond self-actualization, by

chronologically satisfying initially the physiological, followed by

psychological needs later, towards attaining Maslow’s full potential,

and, further, to go beyond by metamotivation. The mandate of the

scripture further elaborates that these two paths are to be practiced

in succession, which act complimentary to one another on the

human plane. Furthermore, these paths are not an end in itself but

only a means to the end to achieve self realization.

3.4.2 LEISURE NEEDS TOWARDS THEIR REALIZATION

In the western world, free time and holidays are now

inevitably connected (Dumazedier, 1967; Krippendorf, 1987;

Parker, 1983) to the concept of self-actualization or self-realization,

that is, to (either) redress the stresses and strains from a work-a-

day life and/or to develop the mind and the body to their full

potential. Further, Maslow’s needs categorically emphasize that both

the lower physiological needs and higher psychological needs are to

be invariably satisfied to actualize one’s own full potential,

demonstrated through his hierarchical theory. Furthermore, the

physiological needs are corresponding to action organs, whereas the

129
Figure 3.6: Maslow’s Mirror Lifting the Real Self Ideal Self

130
psychological needs are related to the sensuous organs connected

by the mind. It has been explained in the earlier section that these

three levels of functional mechanisms of mind, body and prana are

represented in the form of a block bar where the left side of the bar

represents the gross body (in front) with various action organs and

the mind with senses organs are represented on the right side of

the bar. The schematic bar, representing the human being, is

superposed on the recreation and leisure plane parallel to the Y-axis

in Figure 3.7.

It can be observed from the Figure that the horizontal axis

represents recreation activities whereas the vertical axis relates to

leisure in terms of the time spent for relaxation. It can easily be

conceptualized from the Figure that however long a person spends

on leisure time (by moving towards the top of the Y axis), invoking

the action organs alone does not make the individual experience

complete relaxation, so the recreation is only partial and

incomplete. Therefore, it is imperative for the individual to involve

sense organs also (by moving on the X-axis towards the extreme

right) with the action organs for experiencing full and complete

relaxation.

An attempt has also been made during present

investigations to categorize ancient recreation activities from the

scriptures, corresponding to the gross body and subtle body,

131
respectively. These activities are categorized, along with their

modern equivalents, and have been presented in Table 3.8.

It can be observed from the Table that most of these

activities are being practiced since the hoary past, dating back to

500 BC.

It is interesting to note that grammar preaching and

storytelling are used as tools for speech therapy, while sports and

yoga are practiced for the relaxation of the gross body. Similarly,

the theatre and performing arts are widely used as a means for the

recreation of the mind. Further, it is found that the use of flower

and flower extracts is aimed at refreshing the mind and the body.

These observations go on to show the involvement of both the gross

and subtle bodies with the mind, simultaneously and synchronously,

of the individual for experiencing the elements of leisure and

recreation, thereby, confirming the need for the unity of the body

and mind for actualizing full potential in leisure recreation.

132
 Table 3.8: Types of recreation as per the ancient Indian scriptures in contrast with the modern practices

S. Elements and their Period/

Base Ancient Methods of Recreation Source Modern Practices
No. Functions Time

1. Tongue (Speaking) Grammar preaching, story telling Panini’s Ashtadhyayi 500 BC MICE

2. Hands (Lifting) Chariot riding, boating, playing Dice Mahabharata 3100 BC Physiotherapy, Visiting the gym
Gross Body
I.
(Physical) 3. Feet (Walking) Sports like running, etc. Mahabharata 3100 BC Adventure Sports
4. Anus (Excreting) Yoga, spiritualism, Ayurveda Patanjali’s Mahabhashya 500 BC Health and
Spiritual Tourism

1. Skin (Touch) Bathing with Kalidasa’s Abhijnana 600 BC- Naturopathy and Ayurveda
flower extracts Sakunthalam AD 500

2. Eyes (Sight) Dance/Drama Ramayana 7300 BC

Dance, Drama
Subtle Body 3. Ears (Hearing) Music Mahabharata 3100 BC Music, Ear therapy
II.
(Mind) (Virata Parva)
4. Tongue (Taste) Indulging in food/beverages Mahabharata (Virata 3100 BC Indulging in food/beverages
Parva)
5. Nose (Smell) Enjoying the fragrance of flowers Ramayana, Mahabharata 7300 BC Enjoying the fragrance of incense
3100 BC and flowers

133
Figure 3.7: Schematic Diagram for Recreation & Leisure Activities
Relating to the Body and Mind

134
135
 SOCIAL, ECONOMIC AND CULTURAL INFLUENCES
AND THEIR IMPACT

4.1 SOCIAL BASIS OF TOURISM DEVELOPMENT:

Social Ssciences involve the study of human population and

its activities affecting demography, economy, culture and other

allied parameters. Population refers to social groups sharing the Formatted: Font: Italic

same geographical or virtual territory, which are subject to the

same political authority. Demography in turn is the study of Formatted: Font: Italic

changes in the pattern of population over time and space, and the

persistent relationships (social relations) between individuals who

share a distinctive culture and institutions. A country’s social and

cultural systems depend on and are shaped by its political ideology

and economy. The speed and concentration of economic

development are important influences on the magnitude and

direction of change in a socio-cultural system. The perceptions of

the people influence the development of tourism in the growing and

emerging economies of the Indian society. Accordingly, the

sociological basis of tourism development can be divided into two

aspects-- - the social phenomenon of tourism, and the socio-

economic basis for tourism development. A detailed investigation

was carried out on social, cultural and economic systems to

evaluate the impact of socio-economic and socio-cultural factors on

tourism development, whose details have been discussed in the

following sections.

136
 Currently, India is the second most- populous country in

the world, after China, with over 120 million people. The data

pertaining to patterns of demography, age structure and education

levels has been codified and analysed with the help of different

sources in the plan document (Planning Commission, 2007) along

with the cultural factors such as changes in traditional values and

hospitality patterns. This, along with other related parameters have

been presented in Table 4.1 (a, b and c).

It can be observed from Table 4.1(a) that the Indian

demographic figures, from 1950 to 2011, have been presented

along with the percentages of both male/female literacy, as well as

the overall literacy for the corresponding decades. It should also be

noted that breaking the decadal nature of the data, special mention

has been made of the figures relating to year 2005, when the GDP

recorded its highest. Since 1950s, while male literacy has trebled to

82 per cent in 2011, female literacy has increasedraised six-fold,

attaining a literacy rate of almost 65% by 2011. Thus, the resulting

average literacy rate in India wasis 74% in 2011. Further, the

population projections for various age groups, at five-year intervals

and up to the year 2026, have been presented in Table 4.1(b). It

can be observed from the table that the age structure of the

population is presented in five grades, ranging from 0 to 65+. It can

be further observed that the total projected population varies from

1,210,193 million in 2011 to 1,399,839 million in 2026, with an

average incremental growth of 1.2 per cent each year.

137
 Table 4.1: Decadal Ppopulation, Ddemographic Sstructure and
Ggrowth in Hhigher Eeducation in India
a &and b Ffigures in Tthousands

S. Population Literacy Rate (%)

Year
No. Male Female Persons Male Female Persons
1. 1951 154784 214541 361088 27.1 8.8 17.9

2. 1961 201245 236547 439235 40.4 15.3 27.8

3. 1971 241245 301245 548160 45.9 21.9 33.5

4. 1981 302145 385475 684329 56.3 29.7 46.3

5. 1991 401245 445124 846302 64.1 39.2 52.2

6. 2001 485697 545214 1028737 75.2 53.6 64.8

7. 2005 502142 587457 1080264 77.1 57.2 67.1

8. 2011 556984 658745 1210193 82.1 65.1 74.0

138
139
 C H A P T E R - IV

SOCIAL, ECONOMIC AND CULTURAL INFLUENCES

AND THEIR IMPACT

4.1 SOCIAL BASIS OF TOURISM DEVELOPMENT:

Social Ssciences involve the study of human population and

its activities affecting demography, economy, culture and other

allied parameters. Population refers to social groups sharing the Formatted: Font: Italic

same geographical or virtual territory, which are subject to the

same political authority. Demography in turn is the study of Formatted: Font: Italic

changes in the pattern of population over time and space, and the

persistent relationships (social relations) between individuals who

share a distinctive culture and institutions. A country’s social and

cultural systems depend on and are shaped by its political ideology

and economy. The speed and concentration of economic

development are important influences on the magnitude and

direction of change in a socio-cultural system. The perceptions of

the people influence the development of tourism in the growing and

emerging economies of the Indian society. Accordingly, the

sociological basis of tourism development can be divided into two

aspects-- - the social phenomenon of tourism, and the socio-

economic basis for tourism development. A detailed investigation

was carried out on social, cultural and economic systems to

evaluate the impact of socio-economic and socio-cultural factors on

tourism development, whose details have been discussed in the

following sections.

140
 Currently, India is the second most- populous country in

the world, after China, with over 120 million people. The data

pertaining to patterns of demography, age structure and education

levels has been codified and analysed with the help of different

sources in the plan document (Planning Commission, 2007) along

with the cultural factors such as changes in traditional values and

hospitality patterns. This, along with other related parameters have

been presented in Table 4.1 (a, b and c).

It can be observed from Table 4.1(a) that the Indian

demographic figures, from 1950 to 2011, have been presented

along with the percentages of both male/female literacy, as well as

the overall literacy for the corresponding decades. It should also be

noted that breaking the decadal nature of the data, special mention

has been made of the figures relating to year 2005, when the GDP

recorded its highest. Since 1950s, while male literacy has trebled to

82 per cent in 2011, female literacy has increasedraised six-fold,

attaining a literacy rate of almost 65% by 2011. Thus, the resulting

average literacy rate in India wasis 74% in 2011. Further, the

population projections for various age groups, at five-year intervals

and up to the year 2026, have been presented in Table 4.1(b). It

can be observed from the table that the age structure of the

population is presented in five grades, ranging from 0 to 65+. It can

be further observed that the total projected population varies from

1,210,193 million in 2011 to 1,399,839 million in 2026, with an

average incremental growth of 1.2 per cent each year.

141
 Table 4.1: Decadal Ppopulation, Ddemographic Sstructure and
Ggrowth in Hhigher Eeducation in India
a &and b Ffigures in Tthousands

S. Population Literacy Rate (%)

Year
No. Male Female Persons Male Female Persons
1. 1951 154784 214541 361088 27.1 8.8 17.9

2. 1961 201245 236547 439235 40.4 15.3 27.8

3. 1971 241245 301245 548160 45.9 21.9 33.5

4. 1981 302145 385475 684329 56.3 29.7 46.3

5. 1991 401245 445124 846302 64.1 39.2 52.2

6. 2001 485697 545214 1028737 75.2 53.6 64.8

7. 2005 502142 587457 1080264 77.1 57.2 67.1

8. 2011 556984 658745 1210193 82.1 65.1 74.0

a. Decadal Ppopulation and Ppercentage of Lliteracy Rrates

Age Structure /
2001 2006 2011 2016 2021 2026
Year

0---14 361582 356998 346941 340290 336903 327005

15---34 356851 393925 430626 456443 464845 458565
35---54 207559 242653 273629 302505 334950 373995

55---64 55624 62474 75242 91510 108840 124011

65+ 44994 56138 66065 78054 94870 116263

Total 1028737 1112188 1210193 1268802 1340408 1399839

b. Changes in Ddemographic Sstructure of the Indian Ppopulation

Year 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11

No. of Institutions
Pproviding Higher 16885 18064 20677 22064 25951 28475
Education

Enrolment in Higher
9953000 1028000 11613000 12377000 13642000 14254454
Education

c. Growth in Hhigher Eeducation Eenrolment in India

142
 The age group of 15--34 iwas over 43.08 million of the

overall population by 2011, and is expected to grow further to about

45.8 million by 2026. It is interesting to note that the elderly

population constitutes a meagermeagre percentage (around 5 per

cent) while the younger and middle- aged population isare around

70 percent. It can, therefore, be concluded that the pattern of

Indian demography is shifting towards the younger generation,

consequently, leading to greater economic opportunities, increasing

wealth and changing lifestyles.

Simultaneously, growth in knowledge can be deduced from

the figures mentioned in Table 4.1(c), which show a 55% increase

in higher education enrolment during the years 2005--06 to 2010--

11. This section of the population has become more culturally

diverse, with the emergence of globalisation and the integration of

the world economy, indicating that the demands correspond to the

changes in lifestyle.

4.2 ECONOMY AND ITS CHANGING FACETS AND PHASES:

An economy is shaped by a political ideology (David Easton,

1957) and consists of a set of institutions and activities that are

linked together with the government, politics and public policy.

Economy is involved in the production, distribution and use of goods

and services by organisations or participants engaged (Morris

143
Bronstein, 1989). It is a way of policy formulation and

implementation (Charles Adrian, 1994) of public decisions that

affect the social systems and in general, the society.

During the early 1990s, Indian polity had set itself on the

path of globalisation and liberalisation which was endorsed by all

political parties. The economic reforms in India, which were started

in 1991, to radically improve the lives of the people through the

processes of liberalisation, privatisation and globalisation, have

necessitated the need for a shift in economic policy, i.e., from a

socialist to a capitalist one. Globalisation required the opening up of

the economy to international trade and investment, deregulation,

initiation of privatisation, tax reforms and inflation-controlling

measures. However, during this period, a major thrust was given to

the service sector as compared to the traditional agricultural and

industrial sectors. As The sstate’s role changed from being a

regulator to that of a facilitator, while shifting its attention from

manufacturing to the service industry. As a part of liberalisation,

private enterprises were allowed to establish and strengthen the

service sector along with the agricultural and industrial sectors, and

the ‘license- raj’ system, with its multiple controls and restrictions,

was done away with. The process of dismantling controls and

regulations had already started, state monopolies broken and,

tariffs, duties and taxes progressively lowered. All this favoured the

impetus to attract new international trade and investments.

144
4.2.1 CHANGING PHASES OF ECONOMY:

The growth of the three sectors of the economy (agriculture,

industry and service) between the period 1950- to 2001 is presented

at decadal intervals in Table 4.2(a), along with estimates of the per

capita income and the Gross Domestic Product (GDP).

It can be observed from Table 4.2(a) that agriculture and

industry have maintained a steady growth while the service sector

has grown exponentially during the post-liberalisation period, that

is, from 1991 onwards. It can also be observed that the per capita

income has grown eightfold, from Rs. 5440 to Rs. 54,576, during

this period.

The structural change in the Indian economy, consequent

to the contribution of the service sector, prompted the author to

take up detailed studies on GDP, along with GSDP and per capita

income, at annual intervals, 2001 onwards, in the state of AP. The

corresponding data is presented in Table 4.2(b). It can be observed

from the table that the state of AP has been contributing

consistently to the national GDP during all these years.

Furthermore, it can be observed that the annual rate of increment

of the GDP has gone up by nearly 30% over the short span of seven

years, 2003-04 to 2010-11. This has resulted in the doubling of the

per capita income, from about Rs. 20,000 to Rs. 54,000, which can

be easily attributed to the contribution of the service sector.

145
 Table 4.2: Share of the Mmajor sectors of the Indian Eeconomy,
along with GDP and Pper C-capita Iincome

Share of the Major Sectors (in crores) Per- Capita

Growth Rate
Year Income (in
of GDP (%)
Agricultural Industry Service rupees)
1950-51 5080 1056 3181 255 3.7

1960-61 7090 2339 6134 359 3.3

1970-71 18192 6088 17931 742 3.4

1980-81 47312 22159 58550 1784 5.1

1990-91 150800 86006 253472 5440 4.3

2000-01 449565 300392 1083294 16688 4.4

a. Decadal Ggrowth of Mmajor Ssectors of the Eeconomy, along with Pper- Ccapita Iincome

Share of the Major Sectors (in crores) Per- Capita Growth Rate of GDP (%)
Year Income GDP GSDP
Agricultural Industry Service (in rupees) (National) (AP)
2001--02 486617 315314 1200442 17782 4.5 8.1
2002--03 472060 346029 1326053 18885 7.7 4.2
2003--04 532342 388549 1496722 20871 8.3 13.7
2004--05 552422 453603 1727008 23198 9.3 11.4
2005--06 625636 519743 1976969 26003 9.7 13.1
2006--07 686044 617648 2299212 29524 9.1 15.6
2007--08 782597 705130 2639668 33283 7.3 18.4
2008--09 861753 780405 3086132 37490 5.9 13.0
2009--10 1004594 916356 3694362 44345 8.2 18.5
2010--11 1386882 976634 4591221 54527 6.9 19.4

b. Major Ssectors of the eEconomy and their Sshare of Ccontribution, Pper- cCapita Iincome,
along with GDP, GSDP Ggrowth

146
 Initially, agriculture was the mainstay of the Indian

economy, contributing significantly to the national income,

particularly with the introduction of the Green Revolution during the

1960s. Later, the government focussed on large-scale

nationalisation and strengthening of the manufacturing sector by

minimising imports and attaining self- sufficiency. Burton (1955)

classified economic development into four phases with

corresponding tourism participation depending on agricultural and

industrial economies. Now, since the emerging economic

development is primarily based on the service sector economy,

including the Ttourism sector, in addition to agricultural and

industrial sectors, the author has modified the ‘two sector’ economy

of Burton into three sectors, with their corresponding incomes

presented in Table 4.3.

It can be observed from Table 4.3 that the data on

economic development includes GDP and per -capita income and

the income levels, whereas data on social participation identifies

different social strata of the people, ranging from unskilled labour to

high-end professionals like politicians and big agriculturists. Thus,

the service sector economy, over a short period of decade, brought

out three separate social classes with different income ranges. India

has experienced rapid economic growth in the recent years and is

fast becoming a major economic power in the world.

147
 Table 4.3: Phases of Ccontributing Ssectors and Eeconomic
dDevelopment,. along with Ssocial Pparticipation
Economic Development
Phases GDP (%) and
Contributing Phases of
of PPer- CCapita Social Participation
Sector Income levels
Economy Income (in
(in rupees)
rupees)
I Agriculture 43% in 1970 Less than Unskilled labourers and
(Green Revolution 742 90,000 subsistent farmers
in 1970)
II Industry (Industrial 35% in 1980 90,000 to Semi-skilled, industrial
Revolution in 1980) 16,688 2,00,000 and& service workers

III Services from the 68.4% in 2011 i. 2,00,000 to Young college

year 2000 onwards 54,527 5,00,000 graduates, middle-
level governmentt.
officials, traders,
business people
ii. 5,00,000 to Senior government.
10,00,000 officials, managers of
large business,
professionals, rich
farmers
iii. Greater than High-end
10,00,000 professionals,
politicians, big
agricultural- land
owners

148
 The increasing wealthy middle class is expected to grow

rapidly in the coming years. However, the extremes of the haves

and have-nots continue to coexist. All these impacts necessitated

the author to pursue a detailed study of the role and contribution of

various factors in women empowerment during the post

liberalisation period. These have been discussed in the following

sections.

4.3 SHIFTING ROLES OF WOMEN AND THEIR EMPOWERMENT:

It can be observed from the earlier sections that the rising

female literacy rate and higher levels of education have increased

the per- capita income of both the urban and rural women and

enabled them to secure lucrative jobs. It is estimated that the

participation of the women workers has risen by almost 18%

(NASSCOM, 2009) while women technicians constitute 50% of the

IT and IT-enabled workforce. Further, it is observed that women

constitute 45% of the workforce in the Indian IT industry. Thus, this

shift in their priorities, with regard to their career, indicates the

rapidly- changing traditional role of Indian women. Husbands are

increasingly taking part in the household chores. Pro-women fiscal

policies for equal access to employment opportunities seem to be

gaining momentum during the post- liberalisation period (Planning

Commission, 2007).

149
 A UNESCO-sponsored project (2000 &and 2007) studied

some of these factors, particularly the contribution of women in the

attainment of overall economic self-sufficiency. It was observed from

this study that the growing female literacy rate has increased the

per- capita income of both the urban and rural women, along with

their earnings, involvement in the decision-making process, and

media exposure. Care was taken to draw a special distinction

between the rural and urban women, during the analysis, to identify

the differences (if any). The data pertaining to all these parameters

was systematically collected and codified and is presented in Table

4.4.

It can be observed from Table 4.4 that the change in

women’s participation is primarily seen in their cash earnings and

household purchases that correspond with the level of media

exposure and literacy. Further, it is interesting to note that the

percentage of individual decision-making is higher among women

than men. Also, the increase in the percentage of joint decision-

making by wife and husband together, in both rural and urban areas,

has started playing a primordial role in the process of decision-

making. The lifestyles within the joint- family system are

characterised by inter-generational relationships as well as individual

behaviours. Further, the ladies of such households are found to be

noble and magnanimous in providing traditional services (Bhargava

Teja, 2010) even to unexpected guests. In addition, harmonious

sharing and pooling of resources in a non-competitive nature is found

to be a distinctive characteristic of such families.

150
 Rural (%) Urban (%)
S. Areas of
Participation
No. Change
1998—99 2005--06 1998--99 2005--06

1  Literacy Literacy rates 33.0 59.40 66.8 80.30

2  Cash Mainly wife 36.5 21.0 57.0 33.1

earnings
Wife and husband 25.3 57.0 24.0 55.2

Mainly husband 31.0 17.3 14.2 8.0

3  Household Mainly wife 9.7 18.3 13.3 25.1

purchases
Wife and husband 29.2 34.1 35.7 40.2

Mainly husband 35.7 30.7 28.5 23.3

4  Media Newspaper/
exposure mMagazine 12.8 13.7 43.4 41.6
(weekly) reading
Television
33.4 41.9 80.6 82.0
watching
Listening to the
33.0 27.3 46.3 31.7
radio
Visiting the
7.9 3.9 18.1 9.2
cinema/theatre
Not regular with
50.1 45.4 12.9 12.6
any of the media

151
4.3.1 DISPERSIONS OF FAMILY STRUCTURES: SOCIAL PRISM
AND ITS SPECTRUM:

The significance of the fast pace of economic growth and, the

resulting impact on the lifestyles of different households and on the

traditional base of the family structures is metaphorically compared to

that of light passing through a prism and giving rise to a colourful

spectrum. The conceptual diagram of the social prism with the

growing economy as its base is presented in Figure 4.1. The rising

per- capita income and the personality types and traits, along with

their adaptation levels, have been depicted on either side of the prism.

It is interesting to observe in Figure 4.1 that low per- capita

income is placed against the colours violet and indigo (shades of

blue) which are considered to be cool and are metaphorically

ascribed to harmony and tranquillity existing in the ancient Indian

families. By extending the analogy to green, yellow, orange and red

colours (Bhargava Teja 2012), which correspond to joint-,

extended-, nuclear- along with newly coined neutron (auth chk) Formatted: Font: Bold

family- types, respectively, it is noticed that with the rising per -

capita income (arrow shown on the left), there is a simultaneous fall

in personality traits to the level of incongruity (arrow shown on the

right). It can be further observed from the figure that the degree of

these traits is falling, from being joyous to warm, cordial, irritable

and, ultimately, to incongruous. It is pertinent to note that the

colour red colour corresponds to the highest per- capita income,

resulting in a neutron (auth chk) family, which exhibits a high Formatted: Font: Bold

amount of tension.

152
Figure 4.1: Dispersion of Ffamily Sstructures through a sSocial Pprism

153
4.4 NOUVEAU CULTURES AND THEIR EMERGING PATTERNS:

Brady and Isaac (1975) described culture as a mode of Formatted: Font: Italic

living built or shared by a group of people, and passed on from one

generation to the next. The essence of a culture is its value system, Formatted: Font: Italic

upon which a society’s norms are established and justified (Charles

Hill, 1994). Values are the beliefs that a society holds, with regard Formatted: Font: Italic

to right or wrong, good or bad and, ethical or unethical. Social rules

prescribe norms and guidelines to be followed for an appropriate

behaviour in a particular situation. Larry Yu (1999) observed that

values and norms are not static, and that they may change as the

political and economic orientation of a community shifts, or as

education improves.

The unprecedented change in the socio-cultural system in

the new millennium is athe result of the integration of the Indian

economy, society, and culture, with global networks. The magnitude

of change is unprecedented, thereby, marginalising the wide

spectrum of society and societal obligations, including taking care of

elders within the family. New living styles and professions aimed at

personal wealth accumulation are being observed in joint families

now. Focus and orientation seem to be aimed more at individual

well-being than generational or inter-generational relationships.

Furthermore, a materialistic and algorithmic outlook has started

influencing the individuals with analytical approaches and

professional ways of looking at things, over-riding the sentiments.

154
 Lifestyles, comprising religion and culture, temperaments

and attitudes, beliefs and customs, family systems, living styles and

eating habits, during the pre- and post- liberalisation eras are

codified and presented in Table 4.5(a), along with their changing

patterns. The meteoric changes that have occurred in the hospitality

patterns are codified and presented in Table 4.5(b).

The comparison between the pre- and post- liberalisation

eras finds that there has been a profound change in the value

system and hospitality pattern of the Indian society. A cultural

metamorphosis of sorts has occurred. High lifestyle, social

interaction, family bonding, relaxation, self discovery and prestige

are the emerging needs and wants of an individual. These

psychological determinants are inducing people to spend their

disposable income on eating out. Increasing wealth and mobility of

people to culturally- diverse regions has brought in a decisive

change in the social norms and hospitality culture, evolving a new

set of patterns and related value systems (Bhargava Teja, 2010).

There are a variety of ways to examine the relationship

between tourism development and socio-cultural and socio-

economic changes. Cohen (1984) looked at the effect of these

changes from four different overlapping viewpoints involving

tourists, tourist system, host-guest interaction and tourism studies.

155
 Table 4.5: Impact of the eEconomy on Ssocietal Vvalue Ssystems and
hHospitality Ppatterns

S. Effects on Value Systems

Aspects of Society
No. Pre Liberalisation Post Liberalisation
1. Nature of society Non-competitive, mutually- Competitive, selfish control over
hharmonious relation with nature nature
2. Religion and culture Hinduism is the primary religion, Written religious texts, dogmas
myths and ideologies spread by and instruction by analysis
word of mouth
3. Temperaments and Passive, patient, holistic Assertive, impatient, analytical
attitudes approach to problems, activities approach to problems, future
regulated by natural time oriented, activities regulated by
clock time
4. Beliefs and customs Fatalism, traditional beliefs, unity Novelty, rational approach,
of body and soul, security in faith materialistic and scientific,
security in personal success
5. Family system Clan system, fraternalism, Respect for youth, practical
respect for the elders, joint relationships, neutron (auth Formatted: Font: Bold
families chk) families
6. Living styles Relaxed attitude towards work, Serious about work, emphasis
emphasis on working together, on individual performance, strive
strive for spiritual harmony for monetary security

a. Value Ssystems in the Lliberalization Eera

S. Aspects of Changing Hospitality pPatterns

No. Hospitality Pre lLiberalisation Post lLiberalisation
1. Pattern Social Hhospitality Commercial hospitality
2. Faith and beliefs Guest is God Guest is an obligation
3. Modes of preparation Homemade traditional food Mostly outside food, including
including snacks snacks
4. Pre- eating habits A ritual washing of legs and Dispensable tissue paper for
hands cleaning hands
5. Eating habits Elevated wooden planks Dining tables with chairs
a. Seating
arrangement
b. Serving aids Banana/Lotus/Almond leaves Plastic/Steel/Disposable plates
stitched together intricately and cutlery
c. Food service Entire sample menu is served at Items selected by choice as and
one go when required with soups and
drinks, served in courses
d. Food intake Two square meals Four square meals
6. Type of cuisine Ethnic food with pickles and Modern food with exotic spices
papad
b. Impact of Ppost Lliberalization on Hhospitality Ppatterns

156
 However, Cooper et al. (2005) opined that sociological and

cultural effects overlap to a great extent and, therefore, there is a

tradition of viewing the socio-cultural influences as a combined

effect. Hence, the author extended the analogy to a four-tier

system of economic growth; family systems; elders vs. youngsters;

the new generation and its behaviour. The nouveau influences have

resulted in a change in the people’s perceptions, opinions, emotions

and behaviourbehaviorbehaviour,s as multiple earning opportunities

have lead to financial independence.

4.4.1 CULTURAL METAMORPHOSIS IN COMPOSITE FAMILIES:

Initially, kinship was the system that used to guide family

and clan relationships (Deresky, 1994) in the society. Kinship Formatted: Font: Italic

referred to personal relationships as well as other well-knit

relations. The concept of a family as Vasudhaiva Kutumbakam

(Upanishad, anonymous), indicating the universality of the world,

has already been described in the section 4.31. The shift from an

agrarian lifestyle to a vocational lifestyle, with an increasing number

of job opportunities, consequent to high literacy and education

levels, has resulted in large -scale urban migration in the new

millennium. However, dual- working cultures have transformed the

joint- family structures, by giving rise to different types of

relationships and varying adaptation levels with enhanced per-

capita income within the family.

157
 The emerging family structures have started giving rise to

different types of adaptation levels. These structures are

metaphorically described as universal co-relationships, comprising

of families of stars, planets and solar systems in the galaxy.

Further, depending on the different types of families and

relationships, the levels of adaptation have been classified into

joyous, cordial, indifferent, irritable and incongruous, and these

have been presented in Table 4.6.

It can be observed from the table that the family structures

are broadly classified into five categories, namely, galaxy, joint,

extended, nuclear and neutron (auth chk), which was earlier

introduced with a new nomenclature in the present studies. The

detailed features of each of these categories are described below,

along with the adaptation levels and metaphorical descriptions.

 Galaxy Family: In ancient India, the universality of the

world was affirmed by referring to the entire galaxy system.

The adaptation level in the family was a joyous one.

 Joint Family: Authority in the family was primarily exercised

on the basis of social norms and age- defined hierarchy.

The system was quite analogous to the structure of the

solar system in the universe. Warmth characterised the

adaptation level in a joint family.

158
 Table 4.6: Dispersion Sstructure of Ttraditional Ffamilies and
Ppsychographic Aanalysis of Indian sSociety
S. Family Types and Description of Adaptation
Metaphorical Description
No. Nature of Relations Relationships Levels
1. Galaxy (Social The entire Joyous Harmonious existence of
Nnorms) community is planets, and stars in the sSolar
seen as a single sSystem in the universe with
holistic family binding forces

2. Joint Hierarchical, Warm The authority of the Sun which

(Consanguineous) sharing of controls/regulates the sSolar
resources under sSystem
benign elderly
authority
3. Extended Either sharing of Cordial Moon, though distant, visible
(Consanguineous) resources or living from the eEarth and acts as its
together under satellite
one roof

4. Nuclear Independent Irritable Nibiru, a planet in the universe

(Conjugal) households with which moves singularly in its
one or none own orbit without any
concept relationships
5. Neutron Living together, Incongruous Neutron with a high
(Conjugal) single parenting (Hostile) susceptibility to make or break
or a single moves unattached
household

a. Family Ttypes and their Ccharacteristics, along with Mmetaphorical Ddescription

S. Goldberg (1981) Big Five Factors (BFF)

Family Types
No. Personality Type Personality Trait
Sociable, fun-- loving and
1. Galaxy Extrovert
affectionate
2. Joint Conscientious Organised, careful and disciplined

3. Extended Agreeable Soft-- hearted, trusting and helpful

Imaginative, independent and
4. Nuclear Demanding
curious

5. Neutron Neurotic Anxious, insecure and self- pitying

b. Family Ttypes, their Ppsychological Ddispositions and Ppersonality Ffactors

159
  Extended Family: An extended family includes all blood

relations as well as those formed by marriage alliances,

which span over several generations. An extended family

has a common interest at its core and, in function, is similar

to the moon, which though is quite distant from the earth,

but is visible and acts as its satellite. The adaptation level

within the extended family is a cordial one.

 Nuclear Family: A nuclear family is a conjugal, tiny unit

living independently and consisting of a father, a mother

and their children, living in close proximity, similar to that

of the independent planet, Nibiru. The adaptation level in a

nuclear family is an irritable one.

 Neutron Family: Recent trends of living together, single-

parenting, unattached relationships can be readily

compared to a high-energy neutron with a high

susceptibility to make or break. The adaptation level in a

neutron family is extremely incongruous with different

levels of hostility.

Diverse family structures and their declining adaptation

levels necessitated the author to further investigate, with an

appropriate psychographic analysis, the psychological basis of the

changing family patterns and their value systems, including the

treatment of guests.

160
4.4.2 ADAPTATION LEVELS IN EMERGING FAMILIES:

Adaptation- level theory (Helson, 1947) is a psychological

theory positing that an individual’s reference point, relativity, is

based on the general principle of perceptual contrast, where any

subjective judgment is influenced by all the previously- experienced

psychological outcomes. Also, it is well known that psychology is the

science and art of explaining the changes in the mental process and

behaviour. Psychologists attempt to understand the role of

individual functions and behaviourbehaviorbehaviour, depending on

personality types and traits. While personality types refer to the Formatted: Font: Italic

psychological classification of different types of people, personality Formatted: Font: Italic

traits occur in different levels or degrees. Early works of Doxey

(1975), Smith (1989), and Plog (2004) describe various personality

types, their adaptation levels to local norms and psychographic

analysis, with regard to tourism.

Lewis Goldberg (1993) proposed various dimensions of

personality to describe the characteristics possessed by a person

and his behaviour in different situations through ‘Big Five’ factors.

These ‘Big Five’ factors are openness, conscientiousness,

extroversion, agreeableness and neuroticism (which are abbreviated

as ‘OCEAN’). However, during his investigations, the author

subscribed to the ‘Personality Types’ theory (Carl Jung, 1921)

underlying psychologies corresponding to the ‘Big Five’ factors to

161
study the impact of evolving economies on family structures and

hospitality patterns. Extending these analogies, the author has

formulated the change in patterns of family relationships and their

underlying psychology, with a degree of variation. He has also made

an attempt to classify psychological dispositions of individuals into

specific categories, based on values, attitudes and behaviour.

Accordingly, these are classified into five types, namely,

extroversion, conscientiousness, agreeableness, demanding and

neuroticism, which have been presented in Table 4.6(b). The degree

of variation in the personality factor is presented in the last column

of the same table, to indicate the individual behaviour similar to the

‘Big Five’ factors.

The details of each of the psychological traits have been

discussed in the following paragraphs. It can be observed from the

table that these factors vary from sociable, fun-loving to anxious

and insecure, corresponding to different categories of family

structures.

 Extroversion: Galaxy families always contemplate the

welfare and well-being of others in the

community, considering others’ problems as their own.

Thus, the psychological disposition of extroversion is

indicated by such sociable, fun-loving and affectionate

families.

162
  Conscientiousness: Joint families with a disposition of

conscientiousness are organised, careful and disciplined

enough to take care of the interests of other members of

the family, to the extent of sacrificing their own comforts.

 Agreeableness: Members of an extended family are

agreeable to the point of extending help to others and are

known for being soft-hearted and trustworthy.

 Demanding: Nuclear families look for variety and novelty in

life. They are demanding, imaginative and independent by

nature.

 Neuroticism: Neutron families consist of individuals

concentrating only on their own benefits and advancement.

Their typical traits are anxiety and insecurity.

4.4.3 INCOME-DRIVEN PSYCHOLOGIES AND THEIR CHANGING

DISPOSITIONS:

A schematic diagram has been designed to

comprehensively study the impact of the rise in per- capita income,

a consequent of a substantial increase in the service sector’s

contribution, on the family structures and the members’ adaptation

levels and psychological dispositions. It has been presented in the

form of Figure 4.2.

163
Figure 4.2: Changes in Ppsychological Ppatterns with Ggrowth in Ppeer-c Capita Iincome, consequent to Sservervice Ssector
Ccontribution

164
 It can be observed from the figure that the per- capita

income has increased from being less than Rs.1000, during 1950, to

well over Rs. 20,000, by 2004. It can be further observed that the

psychological dispositionss haveve changed rapidly during the latter

part of the twentieth century.

Also, it is interesting to note that the sudden growth in the

per- capita income, which started from the year 2004, has almost

doubled within a short span of five years, i.e., nearing to Rs.

40,000, showing an incremental growth of 60%. Such a growth has

a direct relation with the increasing contribution of the service

sector and gives rise to neutron families. The nouveau- personality

types and traits that emerged, as a consequence, brought about a

shift away from the traditional hierarchical family- structure that is

built around individuals and has given rise to a wide spectrum of

family types.

165
 CHAPTER-V

STRATEGIES FOR DEVELOPMENT OF A TOURIST

DESTINATION
The etymology of the word ‘strategy’ shows that it has

roots in the Greek language and carriesd the original meaning ofr

general-ship of military force to achieve a particular goal, indicating

the ability of governance. However the term, strategy, was used

initially by Glueck (1988), in the industrial sector, to indicate the

basic objectives of an enterprise. During the process, he proposed

generic strategies, comprising stability, expansion, retrenchment

and combination, aimed at achieving the goal of a chosen business

sector/enterprise. Subsequently, Mintzberg (1987) and Porter

(1996), extended this concept and philosophy of strategy towards Formatted: Font: Italic

meeting the corporative objective. Further, Azhar Kazmi (2002)

found that strategy is a critical input to the industry which commits Formatted: Font: Italic

a pre-determined course of action towards achieving its success by

effectively dealing with the uncertainties that are faced facesby an

enterprise or /corporation.

The tTravel and tourism industry is probably the single

most important business in the world. It currently employs over 150

million people around the world, one job in every ten, and accounts

for at least 9 per cent (WTTC 2012) of the world’s gross domestic

product (GDP). Peter Drucker (1963) successfully demonstrated this

by integration of human resource with the business enterprise for

166
effectively roping showing in people capable of joint performances,

which effectively increases their strengths effectively andby making

their weaknesses irrelevant(auth chk). Tourism literature indicates Formatted: Font: Bold

that industry services are not paid any explicit attention (Murphy,

Pritchard, and Smith 2000) on par and along with the attractions of

the destination, though they have the capacity to drive and satisfy

tourism customers (Crouch and Ritchie 1999). However, Pearce

(1997) points out a few studies for examining the competitiveness

of the destination attributes and they are found to be lacking in the

business factors relating to tourism services. However, earlier

researchers (Dwyer 2006) for destination image and product

development noticed that there are five major services while

evaluating on global trends. These are observed to be hospitality

and and accommodation, transportation, and technology and

education, all embedded in socio- economic and cultural aspects of

the people. The underlying formulations behind each of these

factors are systematically analyzed in the context of present studies

and are codified and presented in the following sections for further

analysis.

5.1 CHANGING TRENDS IN HOSPITALITY AND

ACCOMMODATION

Karma et al. (2000) observed that hospitality in modern

terms has broken down into four categories of social, private, public

and commercial hospitality. The concept of hospitality is found in

almost all world regions, the spirit/practice of receiving and treating

167
visitors, guests or strangers in a warm, friendly and generous

manner (Mohinder Chand, 2009), without looking for any sort of

returns. Hospitality service is perceived as a personal performance

of the host (Power and Clayton, 2006) and serves as an experience

for the all involvedas well as and the performer of the service. As

there is no possibility of undoing the guest’s experience, the

standard for service operations must have zero defects. However,

Indian hospitality is found to have a unique definition on its own for

welcoming and treating even untimely visitors involuntarily with

affection, free will and commitment, which has assumed a

significant and unique place in the global arena.

Food service operations are the most important and an

essential component of hospitality services. Different cultural groups

often enjoy certain specific cuisines and avoid other food items

since cultures are grown (Brady and Isaac, 1975) and built around

their mode of living. Such differences are, to a great extent,

influenced (Charles Hill, 1994) by people’s religious values and

beliefs, which are an essential element of a cultural system. Diet

choices and inclinationtheir preferences oriented towards particular

foods, depends on different geographical regions of the world and

reflects their lifestyles of inhabited by the cultural group. Larry Yu

(1999) observed that values and norms are not static; they may

change as the political and economic orientation of a community

shifts, or as education improves. However, it is observed in the

168
earlier section that multiple earning opportunities for individuals and

diminishing levels of adaptation within the core family, has a

profound effect on personality types and traits. This has brought a

paradigm shift from in built- traditional hospitality patterns, to a

commercial proposition of dealing with the guests in a professional

manner.

Systematic studies have beenare carried out during the

present investigations (Bhargava Teja, 2011) for delineating varying

dining and eating styles during the post- liberalization periods. It

has beenis observed that during the early pre- liberalization era, the

people of Andhra Pradesh madeke themselves ritually clean before

eating, while hands, feet and mouth wereare washed before and

after eating. Further dining styles were are observed (like, sitting on

mats or small raised wooden seats in order to eat food served on

banana leaves or stitched together lotus leaves and/or almond

leaves). The serving habits of traditional Andhras starts with

sprinkling a small amount of water around the leaf to indicate that

the leaf is clean, before the food is ready for serving. While serving

the dishes, a specific order is followed, starting from the right edge

of the banana leaf; the main meal is served at the centre, encircled

by different dishes. Chutneys, pickles or powders are served

towards the left-hand side of the person and curries and dal are

served towards the right-hand side, while special items are placed

at the top of the leaf towards the right side of the person.

169
 The dining and eating styles, along with the cuisincuisine,e

thus nourished and nurtured for centuries, has rapidly changed over

a short span of 30 years, resulting in a structural change in meal

patterns, content and composition. The traditional organization of

the menu is codified with the metamorphosed cuisine, along with

the entire list of hospitality items, comprising traditional cuisine,

along with cuisine for special celebrations and temple prasadams

(sacred offerings to a deity), are presented in Table 5.1.

It can be observed from the Table that the meal is mainly

vegetarian in the early periods, and only in the coastal areas is

seafood preferred. Rice is the staple food in the meal, served along

with ghee, during lunch and dinner, with both vegetarian and non-

vegetarian curries. The normal course consists of early lunch and

dinner, with snacks in the afternoon. The meal is mainly

characterized by famous hot pickles, chutneys, powders, snacks and

side dishes, with a minimum of five varieties. Curd is served as a

cooling element that provides a respite from the hot spices. This

traditional state has originated many ethnic sweet dishes that are

now considered synonymous of it, like Bandar Laddu, Kakinada

Khaja and Poothareku. ; tThese dishes are found to be a must at

weddings and special celebrations.

Further, it can be observed thatfrom the metamorphosed

cuisine includes both the original Andhra cuisine and the

Hyderabadi cuisine, with a Mughal influence.

170
 Table 5.1 Classification of Ttraditional Mmeals, along with Mmetamorphosed Mmeal
S. Features in Meals
Tradition Meals Metamorphosed Meals
No. Service
1. Meal Two square meals-- Four square meals, with breakfast, lunch, snacks and dinner
Lunch and Dinner
2. Platter Banana leaf, lotus leaf or almond leaf Mostly containers made of ceramic, stainless steel and plastic
3. Dish Powders, Ddal, Cchutney, Ccurry, Ppulusu, Ccharu, Ccurd Idli,Vvada, pPuri, dosa, uUpma, Ppesarattu with Ssambar, chutney
(coconut, groundnut, ginger), chill powder, Aalu Kkurma
4. Serving method Chutney, Ppickle or Ppowder kept aton the left- hand side of the Soup, powders, dal, chutney, curry, Ppulusu, charu,
person Curries, Ddal aton the right -hand side of the person veg, chicken / mutton* , rumali roti, rice, biryani, pilaf Sambar / Pappu
Special items aton the top -right side; Rice, in the middle, with ghee Charu accompaniment with Muffins, Vadiyalu Yogurt
5. First bite Powder-Telangana, Dal – Andhra Charu (Tamarind Juice) Curd No specific order, depends on personal choice
Penultimate bite
Last bite
6. After the meal Betel leaves, lime, betel and nut Carrot halwa, Ravva Kesari, Gulab Jamoon as accompaniment with
ice creams
7. Regional (ethnic) Gongura, Avakaya, Guthi Vankaya, Bandar Laddu, Pootharekulu, Double-ka-Meetha, Qubani-ka-Meetha, dry fruits/fruit salad as
specialties /Snacks Kakinada Khaza Sunniundalu, accompaniment with ice creams
Bajji, Pakoda (Ulli, Palak, Kajju), Bondalu, samosa, Punugulu,
Cutlies*, Pani Puri*, accompaniment with fried chillies, chutney
(tomato, coconut, groundnut) coffee / tea / milk (milk with boost,
horlicks, Bbournvita)
8. Festivals and Pulihora (tamarind rice), Payasam, Boorelu, Bobbatlu, Ariselu, Laddu, Rice (plain, tomato, pepper), Rumali Roti/Tandoori/Naan, pilaf,
celebrations / Kajji Kaya, Mysore Pak, Jalebi, Boondi, Karapoosa, Chakilalu, biryani (chicken, mutton)* accompaniment with Raita /Mirchi-ka-Salan
Dinner Dishes Jantikalu, Chalivii (for biryani), Curry (wet and dry) / (chicken / mutton)* Rasam / Pacchi
pulusu / Charu / Majjiga pulusu Yogurt / butter milk
9. Fruits/Religious Daddojanam (curd rice), Chakra Pongali (sweet milk rice) Banana /A apple /O orange
specialties

171
 During this period, the traditional cuisine has almost

disappeared; and the modern meal hasthat emerged, with its exotic

variety of dishes.

The modern meal is very distinct from the traditional one. It is Formatted: Font: Verdana, 12 pt
Formatted: Normal, Justified, Indent: First line: 0.5", Space
After: 0 pt, Line spacing: Double
cooked with a liberal dose of exotic spices and is very flavourful. It

is famous for its rich and aromatic nature. Hyderabad Bbiryani, one

of India's most popular foods all over the world, is flavoured rice

with meat or vegetables and is an important part of Hyderabadi

cuisine. The meals are is characterized by breakfast, followed by

lunch and dinner, with an evening snack as well. A hot, spicy base

is used for most of the dishescuisines, and snacks are mostly deep-

fried. Liquid items are served in both vegetarian and non-vegetarian

meals similar to other dishes of the staple food. Liquid items that Formatted: Font: Verdana, 12 pt, Highlight

are served also used that are similar to vegetarian/non-vegetarian

dishes from the menu of staple foods.(unclear, auth chk) Formatted: Font: Verdana, 12 pt

Furthermore, it is observed that the meal pattern hasis changed

from two-square to four-square meals a day, with specified dishes

included in all four courses, indicating change in life styles.

5.1.1 INTERNATIONAL CHAINS AND FDI IN HOSPITALITY

INDUSTRY

Several international chains are being established as a

consequence of free flow of Foreign Direct Investments (FDIs) and

Foreign Institutional Investments (FII) in the hotel and tourism

sectors following liberalization. The data pertaining to these

172
contributions, corresponding to 2005 to 2011, along with The GDP,

and some of the notable international hotel chains and is presented

in Table 5.2 a and b.

Table 5.2: Establishment of iInternational Hhotel Cchains in India, along

with FDIs and their share in Hhotel and Ttourism Ssector
Foreign Direct Share of FDIs in Hotel
FII National GDP
Year Investments (FDIs) and Tourism Sector
(million $) (%)
(Million Rupees) (Million Rupees)

2005 6051 279 8686 9.3

2006 8961 817 9926 9.7

2007 22826 1058 3225 9.1

2008 34835 2272 20328 7.3

2009 41874 2871 15017 5.9

2010 37745 3012 29048 8.2

2011 32901 3312 29422 6.9

a. Growth of FDIs and their Share in Hotel and Tourism Sectors

Table 5.2 (b) follows

173
S. International Hotel Chains and Number of Hotel Chains Number of Hotels and Category
Location
No Headquarters and Countries Covered Year of Entry in India (Star)
1. Best Western, Arizona, USA 4000 hotels in 80 countries 12 (2002) 3, 4 and 5 Mumbai, Delhi, Ooty
2. Days Inn, Georgia, USA 1900 hotels in 15 countries 6 (2003) 3 and 4 Chennai, Coimbatore, Udaipur, Mumbai
3. Choice, Mississauga, Canada 6000 hotels in 35 countries 29 (1987) 3, 4 and 5 Chennai, Delhi, Mumbai
4. Four Point and& Sheraton, New York, 149 hotels in 24 countries 4 (2009) 5 and 5 Pune, Jaipur, Mumbai
USA Deluxe
5. Grand Intercontinental, Buckinghamshire, 200 hotels and resorts in 75 6 (1991) 5 and 5 Srinagar, Bengaluru, Goa
UK countries Deluxe
6. Hyatt, Illinois, USA 434 hotels in 45 countries 4 (2004) 5 and 5 Delhi, Goa, Kolkata
Deluxe
7. Le Meridien, New York, USA 120 hotels in 50 countries 9 (2001) 5 and 5 Bengaluru, Jaipur
Deluxe
8. Leela and& Kempensky, Germany 62 hotels in 41 countries 8 (2001) 5 and 5 Gurgaon, Bengaluru
Deluxe
9. Marriot, Maryland, USA 3150 hotels in 68 countries 9 (1998) 4 and 5 Delhi, Hyderabad
10. Wyndhama &and Ramada,New Jersey, 6900 hotels in 50 countries 10 (2006) 4 and 5 Mysore, Bengaluru
USA
11. Shangri La, HongkongHong Kong 66 hotels in 55 countries 1 (2005) 5 Delhi
12. Swissotel, Zurich, Switzerland 28 hotels in 25 countries 1 (2010) 5 Kolkata

b. International Hotel Chains in India

174
 It can be observed from Table 5.2(a) that, inflow of FDI has

grown from $ 6051 million in 2005 to $ 32901 million in 2011, in

the short span of seven years, giving rise to 80 per cent growth. It

is interesting to note the growth of FDI, with the growing number of

foreign travellers and, in turn, in the increasing number of foreign

tourists to India, has a direct bearing on the growth of hotel chains.

Further, it can observed from Table 5.2 (b), that most of these

international chains are either from the US, UK, or Germany,

corresponding to the influx of the inbound travellers from these

countries, as was observed in the earlier chapter 2. It is interesting

to note that all these were established during the post-liberalization

period, particularly during the years 2000 to 2005.

Further, the increased market opportunities in India acted

as a stimulus (Planning Commission, 2002) for Indian hospitality

services, in correspondence with international developments. Thus,

in India, the hotel and restaurant industry is witnessing an average

growth rate of 12 per cent (CSO, 2006), consistently keeping far

ahead of the agricultural sector, and, competing with industrial

sectors. It is estimated that the accommodation sector worldwide

earns 33 per cent of the total expenditure on a holiday (Cooper et

al., 2005) and plays a key role in promoting tourism. Therefore,

detailed assessment has been made during the present

investigations to analyze the role of the service sector and its

constituents that are contributing to the hospitality sector and these

details are presented in Table 5.3.

175
 Table 5.3: Various Ccomponents of the Sservice Ssector Ccontributing to GDP

Components of the Service Sector and their Contribution

S. Per- Capita
Year Trade, Hotels, Restaurants, Transport, Financing, Insurance, Real Community, Social and Construction
No. Income (Rs)
Communication (%) Estate, Business (%) Personal Services (%) (%)
1. 2004 24.9 13.4 14.3 6.1 20871
2. 2005 25.7 13.5 14.2 6.6 23198
3. 2006 26.3 13.8 13.9 7 26003
4, 2007 27.1 14.3 13.4 7.2 29524
5, 2008 28 14.6 13.1 7.2 33283
6, 2009 28.6 14.8 13.9 7.3 37490
7. 2010 30.2 15.0 14.2 7.9 44345
8. 2011 31.3 15.5 14.6 8.1 54527

176
 It can be observed from the tTable that trade, hotels and

allied components relating to the hospitality industry are

contributing almost double, around 30 per cent, compared to the

other constituents, viz., finance, community services and

construction. The remaining components, whose contribution is

marginal, i.e., less than 5 per cent, have not been included in the

table, which accounts for the observed difference between the total

share and 100 per cent of contribution. The growth in hotel and

allied sectors, as against the growth in overall GDP, starting from

1950 to the current liberalization era, 2011, is presented in Figure

5.1, for readily visualizing these impacts.

It can be observed from the figure that, sharp a rise into

the contributions of the hotel &and allied sector commenced from

the year 2006 onwards, wheren the corresponding GDP hasd

touched its highest, at 9.7 per cent. Further, it can be observed that

the share of the hotel sector is more or less aligning with the

growth graph of GDP, thus indicating the continued stake of this

sector in the overall GDP.

Having recognized its impact to promote the service- sector

economy, specifically designated structures known as Special

Economic Zones (SEZs), are created to act as independent financial

territories to accelerate business infrastructure.

177
 Formatted: Left: 1.5", Top: 1", Width: 8.27", Height:
11.69"

Figure 5.1: The Growth of Hhotel and aAllied sector, with GDP

178
 In these zones, special provisions are made with several

incentives and separate laws, and rules and regulations, for speedy

implementation with the support of critical funding. It is interesting

to note that AP (Andhra Pradesh) has secured nearly 30 per cent

(SEZ, 2011) of the total 317 SEZs proposed in India, which helped

in the development (Weaver 2002) of better tourism infrastructure.

The convention centres, which are one of the major Formatted: Line spacing: Multiple 1.7 li

constituents of tourism, are treated as a core infrastructure, thereby

encouraging greater participation of private entities in promoting

business tourism. It is found that these convention facilities,

consequent to business tourism, have given a big boost to the

accommodation sector such as 5- star and 7 -star deluxe hotels,

budget hotels, heritage hotels and government guest houses. A

detailed survey is carried out for identifying all major conventional

facilities created in AP. Correspondingly, different categories of

hotels in AP, along with their capacity (total rooms), and broad tariff

ranges-- with their salient features --are codified and data

pertaining to the hotels and convention centres is presented in

Tables 5.4 and 5.5

It can be observed from the Table 5.4 and 5.5 that,

Hyderabad city, where the growth of convention centres is

predominant, it is listed with several new proposals to include 5-

star deluxe to 7- star hotels, with an expected capacity of 200 per

cent increase, to meet the growing needs. It is interesting to

observe that Visakhapatnam and Vijayawada occupy the second

position in the allocation of 5- and 4- star categories, with new

proposals, or up-gradation of the existing facilities.

179
 Table 5.4: Different Ccategories of Hhotels in AP, and their Ddetails

S. Total No. of Total No. of

Category Tariff Range Remarks
No. Hotels Rooms
1. 7 Star 3 1500 6000-37000 One hotel is in Hyderabad and the remaining two are still under proposedal.
2. 5- Star Ddeluxe 10 1600 6000-30000 Four hotels are located in Hyderabad and the remaining six are still under proposaled
13 hotels are located in Hyderabad, out of which 6 are still under proposedal, with
3. 5 Star 16 5125 6000-25000
3500- room capacity, and another 3 are located in Visakhapatnam
Out of these 17, nine are located in Hyderabad and which have a 1600- r room
4. 4 Star 17 2378 4000-12000 capacity, out of which two are under proposedal, and the other eight are located mostly
in Visakhapatnam and Vijayawada
There are total 30 hotels in Hyderabad and another ten are spread across Andhra
5. 3 Star 65 5911 2600-9500
Pradesh, along with 25 proposed hotels under proposal
6. Heritage 01 54 ---- The only hotel is located in Hyderabad and has a historical significance.
These luxury hotels spread across Andhra Pradesh serve a certain class of people in
7. Luxury 18 864 800-1200
between star and budget category
Approximately 200 hotels are located in Hyderabad and the rest are spread across
8. Budget 545 17525 500-1200
Andhra Pradesh
Government gt. These guest houses mostly serve gGovernment officials and sometimes the common
9. 08 370 ---
Guest hHouses citizens too

180
 Table 5.5: Industrial Ppromotion of MICE Ttourism in the
Ppost-l Liberalization Eera – Conventions Ffacilities
S. Name of Conventional
Special Features Remarks
No. Facilities and Year
1. Hitech City - 1 SEZ,  Spread across The project was initiated by
2000 151 acres APIIC, with the participation of
private- infrastructure
companies.
2. Hitech City - 2 SEZ  3 million sq. ft. Joint venture of L&T Ltd. and
2007  Joint Vventure Phoenix Group (India), headed by
Mr. Suresh Chukkapalli

3. RMZ Futura IT Park,  Composed of four Comprises of independent blocks,

2010 buildings with a built-to-suit facility.
 3,50,000 sq. ft. i.Illustrious neighbours include
Dell, Microsoft and Oracle.

4. Mindspace IT Park,  Spread across 110  The park provides about 4

2008 acres million square feet of office
 Envisioned by Raheja space.
Corp.  It also had Westin Hotel and
Inorbit Mall.
5. Hyderabad Industrial  4000 seating- HICC is jointly owned by Emaar
Conventional Centre capacity, extensible to Properties, PJSC Dubai and
(HICC), 2006 6500 Andhra Pradesh Industrial
 27000 meters Infrastructure Corporation Ltd.
 287- room capacity
 Hotel facility

6. CII Sohrabji Godrej  Joint venture by the  First platinum- rated centre in
Green Business Govt. of AP, Godrej India (outside US).
Centre, Boyce Mfg. Ltd. and  Technical support from
CII USAID
2004
 Platinum- rated green
building
7. Hyderabad Industrial  Spread over 100 acres  Corporate hub of hHitech.
Trade and Exhibition  Industrial exhibitions  Conceptualised by German
Limited (HITEX), 2003 Aarchitects.
 Conferences
 Trade shows  India’s most- modern
exhibition centre.
8. Shilpakala Vedika, ,  Spread across 6000  AP’s Sstate Ggovernment
2002 sq. ft. owned.
 Convention Ccentre,  AIt is also known as the Formatted: Indent: Left: 0", Hanging: 0.18"
includes an auditorium Shilparamam
Formatted: Line spacing: Multiple 1.7 li

181
 The analysis revealed that majority of the hotels exists in

metros, class I and class II cities, with an increasing preference

forto the budget hotels. However, the need for budget hotels/

wayside motels seem to be an increasing trend both in metros and

in other parts of the state of AP, giving promise to the hotel sector.

The fast development of business tourism and its infrastructure

goes on to show a wide scope for the development of aviation

transport in view of vast geographical distances.

5.2. TOURISM TRANSPORT AND ITS SYNTHESIS

Aviation is used as the foremost means of travelling by

tourists to reach their destinations (Forsyth 2006), thereby

establishing an apparent connection between tourism and aviation.

Currently, India has an air network of 82 operational airports,

including 22 civil enclaves at military airfields, out of 125 airports.

Among these airports, 12 are international hubs (out of which 7 are

metro airports), and leaving 48 areas non-metro airports. The

entire network is presented in Figure 1.1, in the introductoryion

chapter.

It is observed during the present studies that six, private Formatted: Line spacing: Multiple 1.7 li

airline companies, with different fleet sizes, were permitted to

operate over Indian skies, in addition to the national carrier Air

India Limited (AIL), following economic liberalization. To analyze the

role and extent of private players in carrying foreign travellers on

the Indian air network, details of these carriers, their market share

(DGCA 2011) and, year of starting, are analyzed, along with data on

the total destinations covered and fleet size. The details are codified

and presented in Table 5.6 (a and b).

182
 Table 5.6: Details of Nnational and pPrivate Ccarriers with tTypes, Ffleet Ssize and Mmarket Sshare
Percentage of
S. Total Destinations
Airline, Starting Year, and Founder Parent Company and& Headquarters Market Share (per
No Covered
cent)
I National Carriers
a. Air India Limited,(2010) Indian aAirlines and Air India merged by Govt. of India, Mumbai 93 17.4
II Private Carriers
a. Jet (1992), Naresh Goyal Tailwinds Limited, Mumbai 76 21.4
b. SpiceJet,(2005), Neil Mills Spice Jet Limited, Gurgaon 34 18.5
c. IndiGo(2006), Rahul Bhatia InterGlobe Enterprise, Gurgaon 32 24.9
d. JetLite (2007), Subatra Roy Tailwinds Limited, Mumbai 30 6.5
e. Kingfisher (2003), Vijay Mallya United Breweries Group, Mumbai 25 5.2
f. GoAir (2005), Jahangir Wadia, Wadia Group, Mumbai 21 7.2
a. Details of Nnational and Pprivate Ccarriers, along with Ddestinations Ccovered and Mmarket Sshare Formatted: Space After: 0 pt

S. Type of Aircrafts under Operation

Airlines Existing Fleet Proposed Fleet
No A330 A321 A320 A319 A310 ATR CRJ Boeing
I National Carriers
a. Air India Limited 2 20 34 24 4 7 4 31 126 30
II Private Carriers
a. Jet 12 - - - - 20 - 68 101 49
b. SpiceJet - - - - - - - 45 45 23
c. IndiGo - - 58 - - - - - 58 222
d. JetLite - - - - - - 19 19 6
e. Kingfisher - - 6 1 - 8 - 1 16 150
f. GoAir - - 12 - - - - - 12 72
b. Types of Pprivate and Nnational Ccarriers with total Eexisting Ffleet Ssize and Pproposed Ffleet Ssize

183
 It can be observed from Table 5.6 (a &and b) that, the

existing fleet size of AIL is over 120 aircrafts, with a coverage of 93

destinations, while the individual private player’s’ coverage is

ranging between 76 and 21 destinations, with different fleet sizes. It

can be further observed that the Jet group, comprising Jet Airways,

JetKonnect and JetLite, covers 106 destinations, with a fleet size of

120 aircrafts, and hasd the highest market share of 27.9 per cent in

2011, followed by Indigo, with 24.9 per cent, with a fleet size of 58

aircrafts. Furthermore, it is found that the National carrier (AIL) has

16.2 per cent market share, with 126 aircrafts, following IndiGo,

while SpiceJet and GoAir were lagging behind AIL.

The data pertaining to foreign and domestic travellers in Formatted: Line spacing: Multiple 1.8 li

national and private airlines, passengers travelled per

kilometrekilometerkilometre.s and seat availabilityle seats per

kilometres, for both domestic and international flights, are

systematically analyzed. Passenger Load Factor (PLF) is a measure

of how much an airlines’s passenger- carrying capacity is used. It is

passenger/k-Kilometers flown as a percentage of seat/-

kilometerkilometre available. The entire data is codified and

presented in Table 5.7 (a and b), for further analysis.

It can be observed from the Table 5.6 (a and& b) that the

passenger data for the years starting from 2004-05 to 2010-11,

revealed that the private carriers have over 80 per cent share in

domestic traffic, while the share of the national carrier is declining.

184
 Table 5.7: Passenger- Load Ffactor in Ddomestic and Iinternational sector by nNational and pPrivate Ccarriers
Figures in Millions

National Carriers Private Carriers Passengers/ Available

S. Total Passengers in Seats/ Passenger lLoad
Years Passengers Passengers Kilometres
No Departures Departures National and Private carriers Factor (%)
Carried Carried pPerformed Kilometres
1 2004--05 102145 7.84 155893 11.59 19.44 18030 27790 64.9
2 2005--06 122145 7.76 213326 17.44 25.20 23709 35077 67.6
3 2006--07 144125 7.91 315812 27.87 35.79 33519 48702 68.8
4 2007--08 111254 8.16 408307 36.21 44.38 41718 60590 68.9
5 2008--09 104145 6.29 370235 33.17 39.46 37704 59160 63.7
6 2009--10 114125 7.61 396541 37.73 45.33 43959 61091 72.0
7 2010-11 117896 7.96 402145 39.41 49.87 47584 62145 71.2
a. Distribution of Ddomestic pPassengers by Nnational and Pprivate Ccarriers
Figures in Millions

National Carriers Private Carriers Total Passengers Passengers/ Available

S. Passenger lLoad
Years Passengers Passengers Kilometres Seats/
No. Departures Departures Travellers Tourists Factor (%)
Carried Carried pPerformed Kilometres
1 2004--05 40412 5.10 2979 0.22 5.32 3.45 22272 31126 71.6
2 2005--06 43874 5.44 5786 0.62 6.54 3.91 27858 40452 68.9
3 2006--07 47369 5.79 9227 1.08 7.56 4.44 30355 44624 68.0
4 2007--08 47965 5.72 14375 1.81 9.10 5.08 36129 54465 66.3
5 2008--09 42784 4.59 28122 3.38 10.01 5.28 40740 62172 65.5
6 2009--10 43896 7.14 32144 4.47 11.61 5.17 45483 63988 71.1
7 2010-11 44124 7.29 35412 4.95 12.54 5.77 48547 64512 71.5
b. Distribution of Iinternational Ppassengers by Nnational and Pprivate Ccarriers

185
 Number of Passengers in Millions
S.
Name of the City 2005--06 2006—07 2008—09 2009—10 2010-11
No
Domestic International Domestic International Domestic International Domestic International Domestic International

1. Mumbai 11.68 6.72 14.90 7.34 15.31 8.11 17.37 8.23 19.55 9.12
2. Delhi 10.46 5.76 13.79 6.65 15.07 7.76 17.81 8.31 19.74 9.24
3. Bengaluru 4.79 0.86 6.86 1.26 7.12 1.64 8.00 1.94 9.12 2.14

4. Chennai 4.17 2.60 6.07 2.89 6.17 3.66 6.67 3.86 7.12 4.22
5. Kolkata 3.66 0.74 5.18 0.80 5.98 1.00 6.85 1.18 7.21 1.98

6. Hyderabad 2.99 1.00 4.53 1.21 4.64 1.56 4.79 1.71 5.75 1.87
7. Kochi 0.73 1.15 1.13 1.42 1.34 2.00 1.65 2.22 1.95 2.98

a. Total Passengers in 38.50 18.86 52.49 21.60 55.67 25.77 63.16 27.48 70.19 29.47
Top 7 Airports

b. Total Passengers in 50.98 22.36 70.61 25.75 77.29 31.58 89.36 34.36 91.45 37.25
all Operational
Airports

c. Contribution by top 7 75% 84% 74% 83% 72% 81% 70% 79% 80% 81%
Airports (in Pper
Ccent)

c. Details of Ddomestic and Iinternational Ppassengers at Ttop 7 Aairports, along with other Ooperational Aairports, and its Sshare

186
 Further, it can be observed from the Table that the PLF

factor for both national and international passengers by private and

national carriers combined together, varied from 63.7 per cent to 72

per cent. Furthermore, it is observed during the analysis of the

passenger data that 75 per cent of the passenger traffic is

concentrated and distributed over seven metro airports and, hence,

the data pertaining to these airports are separately analyzed and

presented in Table 5.7 c, along with their share of contribution. In

view of the existing anomalies in seat occupancy and to overcome

the deficiencies of passenger load factors, various measures that

are to be taken to make aviation tourism friendly, and various

resurgence measures are being examined, by identifying their

causes and the same are presented in the following section.

5.2.1 REVIVING THE AVIATION SECTOR FOR THE TOURISM

SECTOR

The favourable projections of the Centre for Asia Pacific

Aviation (CAPA, 2010) regarding domestic and international traffic,

consequent to the resilience shown by the Indian and international

economy, encouraged formulation of various resurgence strategies

for aviation tourism. Multiple tax structures, along with their

cascading effects, are observed to be resulting in the downturn in

passenger traffic, which made the author look into these aspects for

effective alternatives towards resurgence. Consequently, data

relating to the production of crude oil, including imports and

187
consumption of ATF for the years 2004-2011, along with the details

of the tax structure in the form of import and excise duty, sales tax

and service tax, are collected and presented in Table 5.8 (a and b),

along with details of exports of aviation fuel from India.

It is observed, from the Table 5.8 a, that Indian crude oil

extraction meets only 30 per cent (OGJ 2010) of the domestic

requirements and the rest 70 per cent is imported. Further, it is

observed that over 50 per cent of refined aviation fuel is being

exported by keeping the cap on the refuelling capacity of public

sector units at 2.1 million barrels per day. Furthermore, an anomaly

is observed from the Table 5.8 b, that, the central taxes are levied

on the entire crude oil import, despite the fact wherein only 50 per

cent of the aviation fuel is consumed in the domestic sector. The

analysis of the data further revealed that the import of crude oil

hasve grown two-fold in a short span of seven years between 2004

and 2011. In addition, it is observed from the Table that state levies

such as Value Added Tax (VAT), sales tax and service tax, along

with other local taxes are adding to the price of aviation fuel, which

is highly varied from state to state and ranges between 8 per cent

and 30 per cent. This results in the overall cumulative burden of

over 30 per cent (FIA 2007) on the aviation fuel price in the

domestic market, as compared to neighbouring countries.

188
 Table 5.8: Production and Cconsumption of ATF along with
Vvarious Ttaxes Iimposed by the aAviation sSector
All Figures in Million Tonnes (Except S. No. 7 &and 8)
S.
Item 2004- 2005- 2006- 2007- 2008- 2009- 2010-
No.
05 06 07 08 09 10 11
Production of Ccrude
1 33.9 32.1 32.9 34.1 33.5 33.6 33.7
Ooil in India
Imports of Ccrude
2 95.8 99.4 111.5 121.6 128.1 159.2 172.2
Ooil
3 Total Ccrude Ooil 127.4 130.1 146.5 156.1 160.7 182.7 195.4
4 Production of ATF 5.2 6.1 7.8 9.1 8.0 8.0 8.2
5 Consumption of ATF 2.8 3.2 3.9 4.5 3.4 3.4 3.5
6 Exports of ATF 2.3 2.8 3.6 4.4 4.5 4.5 4.6
Wholesale price
7 174.1 228.7 262.6 272.7 337.7 237.2 269.9
index of ATF
Crude Ooil (Indian
8 39.2 55.7 62.4 79.2 83.5 69.7 97.2
Bbasket) US $/bbl
a. Production and Cconsumption of ATF from Ccrude Ooil for the years 2004--2010

S. Per
Item Remarks
No cCent

Crude oil Ttax: *Public- sSector Ooil companies charge 20 per cent
10 add-on to the Refinery Transfer Price (RTP) (Frost and
a. Import Dduty Sullivan, 2009)
b. Excise dDuty 8 Excise duty is levied as an inland tax
1 Before effective price is fixed for the airline operators to
c. Market mMargin 21
buy
d. Sales Ttax and Both Ttaxes levied on top of the customs and excise Formatted: Indent: Left: 0.05", Hanging: 0.19"
Vvalue- added 23 duties in each stage on the goods by the Sstate
tax gGovernments
ATF Ttaxes :
8 Including eEducation Ccess 2 per cent
a. Excise Dduty
2 Sales Ttax varies from state to state, , i.e. . minimum in
b. Sales tTax 0-30 Andaman with 0 per cent, maximum in Karnataka,
Gujarat with 28-—30 per cent,
Service tax :
a. On tickets both
domestic and 2 per cent extra Sservice tax on Bbusiness class
10
International
3 journeys
b. On landing,
Present rate is 12 per cent Service Tax + 3 per cent
airport &and air 15
Eeducation Ccess.
navigation fees
b. Various taxes imposed on Aaviation fuel, along with Sservice Ttax

189
 During these studies, the author found that various

measures that are being taken (Bhargava Teja, 2012) by the public

sector aviation company, AIL, are found to be similar to the Glueck

generic strategies, comprising of stability, expansion, retrenchment

and combination, aimed at overcoming the aviation turbulence and

further making profits. Accordingly, these measures are carefully

codified by comparing them with Glueck’s generic strategies, and

these have been presented in Table 5.9.

STABILITY:

It can be observed from Table 4 that stability corresponds

to various steps that are being taken by the national

carrier, in terms of increasing equity and providing loan

support, along with several cost-cutting measures and

voluntary leave without salary (VLS) for its employees. In

addition, steps are also being taken by the national carrier

to increase the non-commercial revenue from malls, book

shops, and entertainment centres, which is presently 25-30

per cent in India.

EXPANSION:

Further, the analysis, as observed from the Table, reveals

that the expansion strategy involved different aspects such

as integration, diversification, and cooperation through

mergers, acquisitions and joint ventures for both national

and private carriers.

190
 Table 5.9: Successful Rresurgence Sstrategies adopted in Indian Aaviation
S. Steps for Resurgence Corresponding Content and the Concept of
Details of the Various Mmeasures
No Strategies Glueck Strategies
1 Stability: It is an incremental improvement in its function
 Increase in Equity  Increasing the equity from Rs 145 crores to Rs 1500 crores i. No change: No threat from competitors
 Providing the Loan  Advancing the loan of Rs 1000 crore from Govt of India (2008) ii. Pause/Proceed with Caution: For expansion
 Cost-Cutting measures  At an estimated save of 850 crores for AI iii. Profit : To get over temporary difficulty
 Non-Commercial Revenue  For profit earnings through enhancement of the commercial
revenue from malls, book shops, entertainment centres, which is
presently 25--30% in India.
2 Expansion: Aims at high- growth by broadening the scope through,
 Indian Airlines  Indian Airlines went for vertical integration with Air India i. Integration
 ModiLuft  Spice Jet, in 2005, horizontally integrated with ModiLuft  Vertical: With a new addition within organization
 InterGlobe Enterprise  InterGlobe Enterprises is an integrated travel corporation  Horizontal: whenWith an organization taking up similar type of
spanning various domains: aviation management, domestic low- activity from elsewhere
cost airline, hotel development ii. Diversification
 Kingfisher  Kingfisher, u Under the United Breweries Holdings lLimited, they  Concentric: Taking up activities related to the business
are investing on Aviation, Fertilizers, Beverage Alcohol  Conglomerate: Taking up activities which are not related to the
 Kingfisher Red  Deccan Aairlines merged with Kingfisher and renamed as business
Kingfisher Red iii. Cooperation
 Jet and Air Sahara  Jet Airways acquiring Air Sahara for Rs. 400 crores by renaming  Merger: For expanding the operations
it as Jetlite in 2007  Acquisition: Takeover or buying one company by another
 Delhi International Airport  Delhi International Airport Limited: GMR, Pan-India with  Joint Venture: An entity formed for an economic activity by two or
Limited International Presence(Fraport and Malaysian Airport Holdings) more parties
and AAI
3 Retrenchment: Substantially reduces the scope of its activity
 Jet Airlines  Retrenchment of 1900 employees by Jet airlines failed, for which i. Turnaround: Reversing the negative trend
they had to reverse the decision.
 BOOT, BOLT, BOO  Airport Services, Air Transport services and Ground handling ii. Disinvestment: It involves eliminating a portion of business
operations
 Paramount Airlines  Paramount airlines which started its operations in October 2005 iii. Liquidation: Winding up or dissolution
for catering to the needs of the first- class passenger and closed
in 2010, by withdrawal of its license

191
 RETRENCHMENT:

The strategy of retrenchment is implemented in the

aviation sector through different processes of disinvestment

and Public- Private Partnership (PPP). These strengthening

measures are initiated through modernisation and

upgradation of technologies by relaxation of FDI equity at

various slabs with private participation in both metro and

non- metro airports.

These are abbreviated as BOOT (Build, Operate, Own and

Transfer), BOLT (Build, Operate, Lease and Transfer) and BOO

(Build Operate and Own). The entry routes are systematically

analyzed along with eligibility criteria and presented in Table 5.10.

It can be observed from the Table that 100% FDI in private

participation is allowed for new projects and services with the

empowerment of Airports Economic Regulatory Authority (AERA).

Further, it can observed from the table that automatic approvals are

given for ongoing projects with private participation under different

slabs with varying percentages from 49 per cent to 74 per cent and

these are allowed for ground handling and terminal services for

scheduled and non- scheduled air transport services, along with the

details.

COMBINATION STRATEGY:

Various other steps that are being taken with regard to

aviation fuel and increasing the seat occupancy and other

192
 related aspects comprising policies, laws and regulation, are

categorized under combination strategy, which are

discussed in the following paragraph.

 It is observed from the earlier section that 50 per cent of

the aviation fuel is being exported after refining the

imported crude oil for which the duties are already paid at

various stages. Therefore, adoption of a uniform sales- tax

policy, by levying 4% under declared goods which are

supported by the Federation of Indian Airlines (FIA).

 The cabotage rights through appropriate bilateral

agreements, for allowing domestic passengers in the

foreign carriers passing through Indian destinations are

needed in view of average Passenger Load Factor (PLF),

both for national and private carriers, are not more than 65

per cent.

 Mandatory Route- Dispersal Guidelines (DATP, 1994) should

be modified appropriately for code sharing in view of lower

seat occupancy in the Indian carriers navigating in the

north-eastern regions of the country. Along with these

measures, steps are needed on the fiscal reforms for

rationalization of various state and central levies which are

much higher than the neighbouring countries.

193
 Table 5.10 Eligibility Ccriteria, Ccap and Eentry Rroute of FDI in Aaviation
sector
FDI Equity and&
S.No. Eligibility Criteria Details
Entry Route for PPP*
1.  No cap  New projects Greenfield airports like
 Up to 100% is Bengaluru and Hyderabad
allowed with have been completed with
approvals AERA private sector participation.
 The entry route is  Maintenance and repair Rajiv Gandhi National Flying
automatic organisations Institute at Gondia has been
 Flying- training institutes started by AAI & CAE Global
Academy.
 Technical- training institutes
 Scheduled air- transport Market share of private
service/ Domestic airlines in the domestic traffic
Scheduled transport during 2009 reached 80%.
services
 Helicopter services/Sea Pawan Hans Helicopters Ltd.
plane services requiring (PHHL) was incorporated in
DGCA approval 1985 with 78.5% shareholding
of the Government of India and
21.5% of the Oil and Natural
Gas Corporation (ONGC)
2.  Automatic up to  Ongoing projects The existing international
74% airports in Delhi and Mumbai,
 Beyond 74% with through major private sector
special permission participation of GMR and GVK
from the Ministry of Joint Ventures (JV)
Finance
 100% for NRIs
3.  Automatic up to  Non-sScheduled air Deccan Charters started daily
49% transport service/ Non- air service between Kolkata,
 Government route sScheduled airlines, Jamshedpur and Cooch Behar
beyond 49% and chartered airlines, and cargo from 2009.
up to 74% airlines
 100% for NRIs  Ground- handling services Globe Ground India and Air
are subject to sectoral India, Singapore Air Terminal
regulations and security Services (SATS) are providing
clearance ground handling services at
Bengaluru.
* PPP – Public Private Partnership

194
5.3 INFORMATION COMMUNICATION TECHNOLOGY

Information communication technologies (ICTs) have

become central to the way of individuals and organizations (Kumar

and Van Fenema, 1997) for the coordination, control and effective

communication of information in the trans-sector (Weick, 1995)

value-adding partnerships. The rapid growth of web portals on the

Iinternet for information and communication relating to tourism

destinations and the basic functional mechnanisms underlying

behind ICT systems are analyzed for identifying easy- navigation

practices. The flow of the entire information system on the Iinternet

is schematically presented in Figure 5.2, along with their functional

tools.

It can be observed from the Ffigure that the communication

satellite (COMSAT) transmits microwave radio relay- signals

through earth stations for onward transmission to different iInternet

service providers. Landline cables and/or wireless communication

are utilized for connecting greater geographical areas through wide

areas networks (WAN), and, limited geographical areas through

local area networks (LAN) on user interface. The iInformation

sharing is facilitated through a wWeb, which is a multimedia

protocol of the Iinternet, that provides the material as requisitioned

by the user.

195
 Figure 5.2: Schematic Representation of Entire Information and
Communication System in the Development of Tourism Education

196
 It is an abstract, imaginary cyberspace offering a broad

range of resources, links and services such as textual data,

graphics, pictures, videos and audiosounds. The integration of

information processing, multimedia and communications are created

through World Wide Web (WWW).

To assess the efficiency of navigation practices, two

analogous world-renowned religious web portals, namely, Tirumala

Tirupathi Devasthanams (TTD) and the Vatican City, are selected.

TTD is observed to be the largest crowd-pulling domestic

destination in India, while the Vatican stands as the largest tourist

destination in the world. It is observed during the survey there are

14 websites created for TTD, out of which 11 are effectively in

operation, which are designed by both the official TTD and other

private providers. Alexa (2005) provides the current rankings of the

top one lakh websites found in cyber space around the world, based

on a seven- parametric index. These seven parameters include

Ttraffic Sstatistics, Ssearch Aanalytics, aAudience, Ccontact

Iinformation, Rreview, Rrelated Llinks and Cclickstreams for

indicating the navigation efficiency of the search engines. It is found

during the analysis that two of the official TTD websites, along with

the Vatican website, are among those ranked within the first one

lakh sites and are selected for detailed analysis.

197
 It is found from the analysis of the Alexa criteria that three

parameters are only informative in nature, while the other four

significant parameters cover the navigation efficiency of the search

engines, traffic statistics, search analytics, and clickstreams. The

data pertaining to these four parameters relating to the TTD and

Vatican websites are codified and presented in Table 5.11.

Additional information regarding starting and upgradation details,

along with the number of visitors to the site per day, are collected

from other sources and presented in the same table.

It can be observed from the table that the Vatican website

has comprehensive information at a single source, containing 1300

pages of upload, with well-configured 30,000 links. On the contrary,

the official websites of TTD is found with redunant links such as e-

seva and e-hundi. It can be further observed from the traffic

statistics that, these three sites are approached with popular

phrases like either ‘Vatican’ or ‘TTD’ through a particular search

engine, and, the average load time and page view are observed to

be more or less the same for three websites. It is found from the

tTraffic statistics that the impact factor indicates that the search

engine, Google, followed by Yahoo, are being used more by the site Formatted: Font: Italic
Formatted: Font: Italic
visitors. It is interesting to note from the impact factor in the Table

5.11 that more than 75 per cent of the visitors to the said sites use

the services of the search engine Google, followed by Yahoo. Formatted: Font: Italic
Formatted: Font: Italic

198
 Table 5.11: Web analytics for Vatican and TTD websites
S.No
Parameters Vatican Tirumala TTDOnlineSeva Source
.
1 Genesis
a. Starting Upload 1998, 3 pages 1999, 2 pages 2002, 12 pages
b. Maximum upload 2005,398 pages 2005,201 pages 2005,137 pages www.archive.org
c. Latest Pages 2009, 4 pages 2008, 1 page 2008,62 pages
d. Total Pages 1303 493 378
2 Traffic Stats (2012)
Average Load Time (in sec) 0.51 0.39 0.78
a. Page views/user 3.69 3.4 5.1
b. Time on site (in minutes) 3.78 2.83 6.95 www.alexa.com
c. Sites Linking in 30745 690 180
d. Bounce (%) 46.9 37.0 39.9
e. Traffic Rank 12,736 60,739 54.235
3 Top Search Analytics in frequently used Vatican (10.22), TTD (19.54), TTD online (17.63),
phrases (in percent) Musei vaticani (7.38), Tirupati (14.99), Eseva (8.51), www.alexa.com
Vatican City (6.20) TTD (5.49) TTD (7.12)
4. Click streams (Top 3 search engines) Percentage of Site visitors using Search Engine Source
i. Upstream
a. Google.com 21.83 16.12 24.03
b. Google.co.it/in 11.32 57.88 32.17
c. Yahoo 5.80 1.47 6.98
www.alexa.com
ii. Downstream
a. Google.com 17.61 20.59 22.32
b. Google.co.it/in 8.81 35.71 25.89
c. Yahoo 8.12 1.68 9.86
5 Number of Visitors to the site per day 41,541 9033 8102 www.statbrain.com

199
 Further, the number of visitors for the Vatican site are

found five times more than the visitors to TTD sites, totalling to

41,541, with the corresponding better rank for Vatican standing at

12736, in overall one lakh websites.

The high percentage of iInternet usage, closely Formatted: Line spacing: Multiple 1.9 li

corresponding to the number of visitors to the Vatican website, and

contrastingly very low Iinternet usage (less than 10 per cent) for

the Tirumala website, made the author analyze the design patterns

(Parker, 1997) of these web archietecture and program linking

patterns. During the analysis, it was found that the Creative

Management Consultants of Australia (CMC, 2005) provides the

highest- possible standards on a five- star critieria, through a 100-

point factor scoring system for evaluating the navigation practices.

These factors are divided into five major categories, such as

functionality, design, content, originality and professionalism and &

effectiveness. Each star is further divided into five objective sub-

contents, with each one scoring four points, leading to a total score

of 100 factors. All the three websites relating to Tirumala and

Vatican City are systematically assessed and the corresponding

scores obtained for each of these sites areis presented in Table

5.12.

Further, it can be observed from Table 5.12 that the TTD

websitess suffer from relatively- low average scores of 10 points

which mainly relate to originality, professionalism and effectiveness.

200
 Table 5.12: Websites Aassessment using CMC Judging cCriteria
Score Awarded
S
Content Criteria www.ttdsevaonline
No www.vatican.va www.tirumala.org
.com
Functionality
i. Accessibility 4 3 3
ii. Speed & Bandwidth
I 4 3 2
Sensitivity
iii. HTML Quality 4 3 4
iv. Navigation &and Links 4 0 3
v. Legality 3 4 3
Design
i. Graphic Design 2 0 0
ii. User Friendliness 3 1 2
II iii. Aesthetics and&
4 3 1
Beauty
iv. Alignment and& Layout 1 2 2
v. Integration 4 3 1
Content
1 4 1
i. Purpose
ii. Human Interactivity 1 0 2
III
iii. Information Process 3 3 1
iv. Verbal Expression 3 4 4
v. Attention to detail 3 2 2
Originality
i. Innovation and& 4 3 3
Lateral Thinking

IV ii. Creativity 3 0 0
iii. Technology 3 1 2
iv. Distinctiveness 3 4 3
v. Vision 2 0 0
Professionalism and&
Effectiveness
i. Customer Service 1 0 2
and& Client Respect
ii. Values 4 4 2
V iii. Focus 4 4 4
iv. Advanced Components 3 1 1
v. Overall Site
3 4 2
Effectiveness
Total Score Awarded (%) 74 56 50

201
 Furthermore, it was observed that factors such as graphic

design, creativity, easy- navigation links and customer service are

totally missing, with zero scores for the Tirumala sites. It is

interesting to note that the Vatican City website scored 74 per cent,

while the Tirumala website and ttdsevaonline scored 56 per cent

and 50 per cent, respectively.

Low scoring of Tirumala sites prompted detailed analysis on

audience demography relating to gender, age, education, income,

family background (Bhargava Teja, 2012) for identifying the

preferences on travel choice. The data pertaining to these

parameters are systematically codified from Alexa and presented it

in Table 5.13, for further analysis.

It can be observed from the tTable that the choice of

visiting the Vatican City site is predominantly/visited taken by from

females ofbelonging to high -income groups and senior citizens

who are found to be unaccompanied by children and who browse

the site from their home alone. On the contrary, middle class young

Indian males in the age group 18-35, from low- income groups,

choose the TTD destination and its online services and are observed

to accompanied by children and they browse from both the

workplace and home. However, a common feauture found for both

the Vatican City and TTD sites is that people visiting these sites are

mostly qualified graduates by education.

202
 TTable 5.13: Alexa Ccategories of Aaudience Ddemography, along with growth of Ttelecom Ssector
Audience www.vatican.vawww.vatican.va www.tirumala.org www.ttdsevaonline.com Formatted: Default Paragraph Font
Browsing Location Browsing from home Browsing from work location Browsing from home and work locations Formatted: Default Paragraph Font
Age Age groups of 45-54, 55-64 are lagging behind 65+ 18-24 are leading ascompared to 25-34 25-34 are leading as compared to 35-44
Graduates are more compared to
Education Graduates and Jr. Graduates are represented more Graduates are represented more
Jr. College Some(auth chk, unclear)
Gender Female are more, when compared to Mmales Males are morevery high, compared to females Males are more, very high compared to females
Children No Yes Yes
Income between $ 30,000 - $ 60,000 per year are Income less than $ 30,000 per year are represented Income less than $ 30,000 per year are
Income
represented more more represented more
a. Audience Ddemographics for Tthree Websites

Classification of Annual Availability of

Internet Division of Subscribers (in Share of FDI in Total FII
Year Telecom Subscribers Computers (Sales) Total FDI (in
Subscribers millions) Cyber cafes Telecom sector (in US $
(in millions) (in lakhs) US $ million)
(in millions) (%) million)
Wire-line Wireless Rural Urban Desktops Laptops
2004 40.92 35.61 3.25 25.89 78.40 26.7 1.1 43565 15.4 4322 10918
2005 41.42 56.95 5.55 28.65 105.98 36.3 1.7 50000 14.3 6051 8986
2006 40.23 101.86 7.25 33.78 126.54 46.1 4.3 76514 22.7 8961 9926
2007 40.77 165.09 9.27 45.74 161.78 54.9 8.5 102654 13.5 22825 3225
2008 39.41 261.08 11.10 116.63 207.77 55.2 18.2 145778 7.6 34835 20328
2009 37.97 391.76 13.54 136.27 328.55 52.7 15.1 180000 11.3 37838 15017
2010 36.96 584.32 16.18 200.81 420.27 55.2 25.0 235654 9.1 37763 29048
2011 34.73 811.59 19.67 282.23 564.08 58.1 36.1 228256 10.2 32901 29442
b. Growth and Ddevelopment of Ttelecom Ssector, along with foForeign Iinvestments

203
 The nature of psychological dispositions that was observed

in the earlier section are found to be corresponding with the present

observation, especially the choice of browsing location, selection of

destination and accompanying information on family.

5.3.1 EFFECTIVE MEASURES FOR INTERNET USAGE AND ITS

PROMOTION

The general mobile users in the form of wireless

technologies are observed to be over 70 per cent (TRAI, 2011) of

the Indian population, standing at second position in the world,

while the general iInternet users are observed to be a little over 7

per cent, amounting to 130 million (ITU 2010), yet making India as

the fourth largest in the world. It was observed during analysis in

the earlier section that, the iInternet users are around 10 per cent,

while the actual visitors to the destination are found to be around

75,000. The wide disparity identified between the actual visitors and

iInternet users, vis- a- vis, general users, made the author carry

out detailed surveys for collecting data pertaining to the growth of

the telecom sector, covering both wire-line and wireless usage. The

data is investigated from the annual reports of different ministries,

along with rural and urban distribution, FDI, FII in the telecom

sector , and, annual sales of computers and cyber cafes available all

over India. The entire data is codified and presented in the same

Table 5.13 b, for further analysis.

204
 It can be observed from Table 5.13 b, that, for both wire- Formatted: Line spacing: Multiple 1.8 li

line and wireless telecom usage, Iinternet subscribers have been

continuously increasing, with accessbility to cyber cafes and

availability of desktops and, laptops, irrespective of the rural and

urban divide. However, it is observed earlier in respect of the

selected destination TTD, that the iInternet users more or less

remained very less even after remarkable slashing of telecom rates

(TRAI, 2010), consequent with steady inflow of foreign investments

in the form of both FDI and FII. This has made the author explore

the suitability of alternate mobile- technology for enhancing the

spread of iInternet accessibility and usage. It is found that seven

Indian states are selected for empanelment in the list and,

accordingly, the data pertaining to population distribution and

literacy rates, along with iInternet accessibility, in respect of these

seven states, are presented in Table 5.14 a, which are found to be

have than 50 million subscribers.

It is pertinent to observe from Table 5.14 a that wherever

the literacy rates are low (in states such as Bihar) the iInternet

subscribers are also found to be low, whereas the number of

wireless mobiles and their subscribers are continuously growing,

irrespective of their prevaling- literacy rates.

Accorindingly, the promotion expenditures involved in the

media and entertainment industry, for utiliszing the mobile as an

alternative technology for iInternet access, are investigated for the

years 2004 to 2011, and, the data is codified and presented in the

5.14 b for further analysis.

205
 Table 5.14: State- wise gGrowth of Ttechnologies, along with Eelectronic and Pprint Mmedia
Total Population Literacy Rate Internet Subscribers Mobile phones per 1000
S.No. States/UTs Wireless Subscribers (millions)
(millions) (%) (millions) population
1 Uttar Pradesh 199.58 69.72 0.7 116.88 586
2 Maharashtra 112.37 82.91 3.0 101.06 899
3 Tamil Nadu 72.13 80.33 1.6 72.76 1009
4 Andhra Pradesh 84.66 67.66 1.0 62.56 739
5 West Bengal 91.34 77.08 0.9 65.82 721
6 Bihar 103.80 63.82 0.2 57.33 552
7 Karnataka 61.13 75.60 1.2 51.22 838
Total India 1,173.10 74.04 18.8 840.28 716
a. State- wise Ppopulation and lLiteracy rates, along with Internet and Mmobile subscribers in 2011
Advertisement Revenues from Media and
S. Electronic Media
Year Print Media Entertainment Industry (in crores)
No
Radio Television
Number of All Number of Number of Circulation Radio Television Print Media
Coverage Dailies
India Radio (AIR) Private Radio Private TV (Millions)
Details (%)
Stations FM stations channels
1 2004 24 98.54 13 119 6287 73.5 2400 128700 87800
2 2005 76 98.96 69 134 6530 78.6 3200 158000 109500
3 2006 114 99.00 124 173 6800 88.8 5000 191200 127900
4 2007 114 99.08 150 247 7131 98.8 6500 219900 144000
5 2008 149 99.14 170 406 9072 207.1 8500 266000 162200
6 2009 149 99.16 171 485 10,768 302.11 11000 331000 182300
7 2010 149 99.16 172 521 12,254 369.58 14000 431000 206500
8 2011 237 99.45 245 724 13245 412.24 17500 514000 231000
b. Growth and Ddevelopment of Eelectronic and Pprint Mmedia, along with Rrevenues

206
 It can be observed from the tTable that the expenditures

involved for promotion of the technology through advertisement can

be easily realizsed from revenues that are being derived from, the

media and entertainment industry. It is found that the radio

coverage is nearly 100 per cent, while the advertisement revenue

is found to be one-twentieth from print media and one thirty-sixth

from television. Therefore, radio can be profitably utiliszed as an

appropriate promotional tool for the immediate accessing of the

iInternet, without any rural-urban barriers or disparity in literacy

rates. Education is the key for technology and in turn, technology is

the key for social and economic development, with appropriate

teaching methodologies. These two vital factors are also considered

while formulating the strategies for the development of anythe

tourist destination.

5.4 LIBERATING TOURISM EDUCATION

Tourism education, being a new and young academic field,

draws its core curriculum from various disciplines such as

geography, anthropology, economics, sociology and management,

including finance and marketing. Therefore, it is noticed that the

underlying theories, concepts and methodologies in each of these

disciplines are correspondingly dispersed among several disciplines

(Echtner and Jamal, 1997), impeding the legitimacy of tourism

studies as a distinct and separate academic- discipline.

207
Consequently, during the post-liberalization era, particularly mid-to-

late-1990s, were the take off years for institutionalization of tourism

(Getz 1997) education by initiating various degree programs at

Universities and Colleges. Consequently, during the post- Formatted: Highlight

liberalization era, particularly, rephrase this phrase were the take Formatted: Font: Italic, Highlight
Formatted: Highlight
off years for the academic institutions(unclear) (Getz, 1997) Formatted: Font: Bold

justifying courses or degree programs at universities and colleges

with tourism education as a new academic field. But the winds of

change in all spheres of life have also affected emerging tourism

studies, since it is tottering among these related and allied areas,

resulting in the rapid rate of knowledge obsolescence. This implies

and necessitates the need for increased knowledge socialization

(Sawhney and Prandelli, 2000) through liberating education for a

world, where complexity is rules.

Literature surveys, during the present studies, reveal that,

historically, there were few, if any, academic programs in tourism

management prior to the 1990s. However, since then, academic

programs have increased tremendously, accompanying a global

move to establish diploma and degree programs through multi-

disciplinary approaches. At the same time, it is observed that there

are an increasinggrowing number of several other individual courses

and programmes in the fields of tourism, leisure, sports and

hospitality. The nomenclature of these courses that are being

offered in India is analyzed and the hierarchical structure is

208
represented through a portfolio diagram in the Figure 5.3. In

parallel, different courses corresponding to various degrees are

systematically analyzed, codified and presented along with the

innovations, in Table 5.15 with the innovations.

209
 Table 5.15: Courses in Hhotel- Mmanagement Eeducation in India, Nnomenclature of Ddegrees and bBroad Ccontent
S.
Name of the Course Entry Level Duration Specification of Degree Areas Covered* Innovations
No.
1. PG Programme Degree 2 Years MBA / M.Sc. Tourism and Hospitality 5 Year Integrated MBA after 10+2: six
(10+2+3) Management, Hotel months internship at Industry,
Management Dissertation / VIVA
2 PG Diploma Degree 1 Year PGDM, Event Management, Integration of tourism and hospitality
Management (10+2+3) Advertising Media, with Compulsory internship: dual
Hospitality Management, Certification leading to MBA
(PGCM)
Tourism Management
3 Degree Programme, 10+2 3 Years BBA / B.Sc./ BHM Tourism, Tourism and Lateral entry from Diploma with a
Integrated Programmes 5 years Hospitality, Hotel provision to leading to Post Graduate
Management Diploma
4 Diploma, Advanced 10+2 1 Year Diploma / Advanced Event Management, Food & Modular Courses (Diploma/ Advanced
Diploma, Bachelor &and Diploma/Degree Beverage Services Bakery Diploma and Degree),
Masters Degree & Confectionary Hospitality
& Tourism
5 Certificate Programme 10+2 Six months Certification on Soft Skills and Front Office, Food and Two modules at a time
cross cultural Communi- Beverage Service, Food
cationsCommunications with Production, Housekeeping,
Practice Ticketing
6 Research Programme Post 1-year M.Phil., / Ph.D Tourism and Hospitality, Inter-, Multi- and Trans-disciplinary
Graduate, M.Phil. Tourism Management, knowledge with Vocational training.
with two 3 -5 Ph.D. Hospitality Management,
papers Event Management
* Areas are indicative but not exhaustive

210
Figure-5.3: Educational Patterns and Hierarchy of the Emerging System along with their Purpose

211
 It can be observed from the fFigure that tourism studies are

starting from certificate programmes and progressively advancing

towards the the higher levels of post graduation and further, to

research with greater focus on the specialization of tourism

subjects. Further, it can also be observed from the tTable that the

nomenclature of various programs, with their corresponding

innovations and duration, is presented for ready reference.

Furthermore, these courses are observed (Bhargava Teja, 2011) to

be both in both formal and non-formal patterns, with a provision of

vertical and horizontallatter entry, in both continuing and distance

educations modes. These approaches have gradually started

exerting pressure on various core disciplines makeing an

interdisciplinary approach towards carving out the subject of

tourism to as a separate subject, leading to research.

Jafari (2001) has identified four tourism research platforms

to explain the philosophies of evolution in the field of tourism

studies in academics. These are named as advocacy-, caution-ary,

adaptancy- and knowledge-based platforms, that have emerged

chronologically, but without replacing one another. Later, Go (2003)

classified these knowledge-based platforms into three phases for

understanding the tourism phenomenon by emphasizing on the

training to bring persons to the level of acceptable standards of

quality proficiency. Therefore, tourism education involves (Cooper

et al., 2005) teaching of concepts, theories and technologies

212
relating to the multi-disciplinary subjects pooled from other

disciplines.

5.4.1 CONTINUING EDUCATION FOR THE CAREER LADDER

Formal education cannot presume to teach students all they

need to know about career-oriented skills and their underlying

procedures and practices for further advancement of careers. It

would primarily emphasize the updating function through successive

formal degrees and diplomas as an academic ladder. In contrast,

continuing education involves a more or less continuous

performance, usually concurrent with employment, and can be

termed as a Ccareer lLadder to raise anthe employee’s’ level of Formatted: Font: Italic

competency and proficiency. This relies on the concept of dual

degree/diploma or multiple- degree programs, which imply ies

perceiving another programme, simultaneously, while doing one

programme. The continuing education is primarily useful for those

who sought diplomas and degrees long ago and took on

employment, to advance their competency with additional

qualification in the emerging new fields, to advance their

professional line of work. The concept of the formal and continuing

education in the form of academic and career ladders for meeting

the needs of the society is schematically designed and presented in

Figure 5.4.

It can be observed from the Figure that the academic ladder usually

refers to the study in one’s own field, at progressively higher levels,

through formal degrees.

213
Figure 5.4: Academic and Career Ladders for Formal and Continuing Education

214
 On the other hand, career ladder is a post-experience Formatted: Line spacing: Multiple 1.7 li

education, pursued at various levels of competence outside the

degree programs, for the purpose of career extension, and is

distinguished from the traditional academic ladder. It can be further

observed from the fFigure that, the academic programs of the

career ladder ultimately relatinging to individual, profession and

global society, towards meeting the aspirations of the social

systems, needs to have specifically enabling roles to achieve this

purpose. But many of these programs are observed to be too rigid

to facilitate the student to solve problems due to progressively -

diminishing supervision, while inculcating the career education.

Hence, different disciplines that are brought under the umbrella of

tourism studies, are to be interfaced with a cementing multi-

disciplinary approach by which, each of these disciplines are

interconnected. Therefore, a central core is needed with the

presence of humanities and social sciences, around which these

different areas of specialization can be well- knitted with supporting

provisions for inculcating leadership and entrepreneurship. A

conceptual diagram is designed and developed, bounded by

conventional patterns along with continuing education, built around

a central core for making the human resources into a human being

with all-rnound personalities required for the future, and presented

in Figure 5.5.

It can be observed from the Figure that the core curriculum

with humanities and social sciences facilitates the different

disciplines such as history, anthropology, sociology, economics,

marketing and management, related to tourism studies.

215
Figure 5.5: Oracle and Action towards an Ethical Curriculum

216
 The general studies division is at the core and everyone,

while pursuing the individual disciplines, have the choice to get

exposed to the light of wisdom through cross- cultural

communications. Further, the conceptual mechanisms provide

character formation (Mohd Shamim, 2003) which is even more

important than mere cultivation of intellect, resulting in

cultiavatingcultivating total personalities with leadership qualities

and entrepreneurship development. This is ixntended to remove the

airtight compartmentalization among different disciplines, through

the development of a general- studies division at the core, through

which everybody passes, as they more towards the choice of their

individual disciplines. The significance of general studies in the

ethical and moral sphere is discussed in the following section.

5.5 HERALDING AN ETHICAL CURRICULUM

As a consequence of these needs for traditional methods,

the social virtues involving ethics are to be expanded and should

apply to all levels of competence, to attract larger number of people

towards tourism education. Values identify and help people to solve

dilemmas by defining what is good and/or what is evil in the

process of deciding or judging what is desirable, useful, beneficial

and important. Such capabilities can grow within tourism

organizations (Connolly and Olsen, 2001) if they foster learning

cultures and embrace change. Clearly, the world is a complex place

217
and issues of absolute right or wrong (Tribe, 2002) are rare, but

ethics can provide the broader disciplinary framework with

appropriate norms. Norms shape the people’s actions (Charles Hill,

1994) upon which the society’s values are established and justified.

They are social rules and guidelines which control and influence the

personal behaviour (Larry Yu, 1999) offor an individual in a

particular situation for destination management. Further, these

traditional methods that are driven by values (Singh, 1997), are of

great relevance for both destinations marketing through its

attractions, and, providing for effective tourism services.

The purpose of ethical components in tourism curricula is to

provide knowledge makers and seekers with an adequate capacity

for making use of the acquired knowledge in the most profitable

way. The significance of ethics, as a constituent of education, is no

longer merely persuasive (Verma, 2003) but constitutionally

imperative, so as to achieve personal excellence and enable people

to rise to higher levels. However, in the present- day society, it is

observed that spirituality, morality and ethics have no clear bearing

on education, for the society itself has no clear bearing on heritage,

culture and traditions, which drive the tourism studies. This implies

and necessitates a new design for an ethical curriculum that is to be

locally acceptable, regionally feasible, nationally viable and

internationally profitable for a global community. There are two

main approaches (Waller, 2005) of ethical decision making. These

218
are reliant-, based on the theories of deontology and teleology.

Deontology is concerned with the idea of universal truths and

principles, which should be adhered to, regardless of the

circumstances. A teleological view can be understood as

‘consequentialism’ (Kaynama, King and Smith, 1996) following from

the early philosophical work ofin the eighteenth century by Jeremy

Bentham and John Stuart Mill, on utilitarianism. In general, there is

no consensus on the extent to which ethics are effectively combined

in emerging education through curricula, although most agree

(Hultsman, 1995) that such efforts are an important and necessary

component of education.

Detailed studies into traditional scriptures during the

present investigations revealed that consequentialism in pursuing

ethics are found to be in the sixteenth chapter of the Bhagavad

Gita. The concepts and contents relating to ethics and morals are

systematically analyzed and presented in Table 5.16 a and b , with

the corresponding references along with personifying human

qualities for excellence.

It can be observed from the tTable that there are twenty-

six ethical values, that are required for a human personality, which

are necessary for tourism education in oerder to provide quality-

service. In addition, it is denoted that fifteen requisite moral

attributes, to be practiced for value addition to the service sector,

as can be readily observed from the tTable.

219
Table 5.16: Ethics, Mmorals and Mmetaphorical Ccomparison of Ssignifying
a Ttotal Ppersonality
Twenty-six Ethical Values for the Society:

Fearlessness Peace
Absolute purity of heart Refraining from malicious gossip
Steadfastness in yoga of knowledge Compassion for fellow beings
Charity Non covetousness
Control over the senses Gentleness
Sacrifice Modesty
Study of science Absence of fickleness
Austerity Vigour
Straightforwardness Forgiveness
Non-violence Fortitude
Truth Purity
Absence of anger Absence of hatred
Renunciation Absence of pride

a. Ethical vValues enshrined in Bhagavad Gita (16-1 to16- 3)

Fifteen Moral Principles for an Individual:

Virtues Scholarly abilities

Prowess Competency
Piety Ever pleasant
Gratitude Self-knowledge
Truth Conquered anger
Commitment Splendour
Good contacts To refrain from jealousy
Compassionate

b. Moral Nnorms enshrined in Valmiki Ramayana (Balakaanda, 16-18)

Eight Facets of Entire Personality:

Profundity like an Ocean Anger like in Deadly Fire

Firmness like the Himalayas Patience like the Earth
Valour like Vishnu Charity like in Kubera
Pleasantness like the Moon Truth like piety

c. Metaphorical Ccomparisons enshrined in Valmiki Ramayana (Balakaanda, 2,3)

220
 Furthermore, it can be observed from the Table 5.16 c that

eight core values, which are essential ingredients of human

personalities, such as profundity like an ocean, patience like the

earth, and so on, for achieving the human excellence can be

observed from Table 5.16 c. These are compared with different

personalities from mythologies and objects inof the nature, which

readily symbolize service attributes that are needed throughout the

tourism curricula.

5.5.1 IN QUEST OF TRADITIONAL METHODS OF PEDAGOGY

The tTourism education system has been impacted strongly Formatted: Space After: 0 pt, Line spacing: Multiple 1.7 li

by the rapid changes in the global environment and their pace,

magnitude, scale, and direction, as isn the case of all fields such as

technology, science, engineering and management. To cCope up

with these changes and maintain the required quality of service to

the tourism sector is, unfortunately, greatly constrained by

personality lags, ambivalences, communication gaps and emotional

disturbances, all of which are summed up in the expression of

‘modern neurosis’. To counter the malaise, innovative methods of

pedagogy, which are adopted from time to time in the field of

humanities and social sciences, are found to have great relevance in

imparting tourism knowledge through appropriate pedagogic

techniques. There is abundant literature to explain these innovation

methods in teaching methodologies or pedagogic techniques which

are vast, varied and inexhaustible, in the vast history of mankind.

221
 These traditional practices of pedagogicaly methods

(Bhargava Teja, 2010) are driven by values underlined by morals

and ethics and, are observed to have revolutionized societies from

time immemorial in all fields, including mythology, religion and

philosophy. The analysis of these unique methods of pedagogy,

which demonstrates the mutual human relations and their

inseparability, is of great relevance to the service-driven tourism

sector. These practices are systematically investigated during the

present studies and are codified and presented in Table 5.17, with

their corresponding references.

As an example, it can be observed from the Table that Formatted: Space After: 0 pt, Line spacing: Double

Christ's simple method of teaching most- intricate philosophical

truths through personal examples and parables (Grudem and Wayne,

1994) have become the permanent heritage of mankind,

transcending times. Similarly, Socrates’ (Sarah Kofman, 1998)

street-corner meetings are another novel method of pedagogy,

making him immortal through his followers such as Plato and other

great Greek scholars. The Buddha (L.S. Cousins, 1996) was yet

another great innovator in the art of teaching, followed much later by

Prophet Mohammed (Karen Armstrong, 1992), who has greatly

influenced the society towards harnessing good qualitiesy in human

beings.

To adopt some of these best practices in creating human Formatted: Line spacing: Double

resource through tourism knowledge and education, a seven- step

strategy is conceived and formulated for creating well-rounded

222
personalities and for culturing them as academic heroes in the

service sector. These seven steps are discussed in the following

paragraphs and their schematic diagram is presented in Figure 5.6.

223
 Table 5.17: Typical Mmethods of Ppedagogy that Rrevolutionized the Wworld, aAlong Wwith Iinnovator name and his Eera

S. Pedagogy
Innovator Era/Time Remarks
No. Method Mode
1 Jesus Christ Personal examples and Sermons 5 BC Permanent heritage of mankind
parables
2 Socrates Street-corner meetings Speeches 469 BC *Detractors hadve to silence him by forcing him to drink a
cup of hemlock.
3 Gautam Buddha Four Nobel Truths, Preaching non-violence 563 BC His teachings “the Middle Path” between asceticism and
Practice and penance by indulgence attracted the world
renunciation
4 Prophet There is no deity worship Recite revelations 570 AD Began to recite revelations in public and inspired and drew
Mohammed people to Islam
5 Vishnu Sharma Story telling Wisdom and Moral 300 BC Made the three sons of the king , as able administrators
within six months by creative method of teaching
6 Sage Narada Wit, Satire and Music Touring all the worlds Mythology Made Prahalada learn in his mother’s womb, despite the
mother not paying much attention.
7 Lord Krishna Conflict resolution and Principle, Demonstration Epic, Mahabharata Later followed by all philosophical leaders—Bhakta
peace-making and Discourse 3228 BC Pradudasa , Mahesh Yogi, Rajneesh Yogi
8 Dronacharya Living with teachers Constant recitation Mahabharata Ekalavya, a distant student, learned to become an expert
(Gurukul system) with mere devotion to the teacher Dronacharya
9 Mahatma Gandhi Being role model Prayer, meetings, modern 1869 Introduced craft as the centre of teaching
medium learning process
10 Maria Montessori Learning from natural/ Self education or auto 1930 Child’s senses directly into contact with meaningful material
created environments education around them.

224
Figure 5.6: Seven Steps towards Beacon Lights to Future for Attaining Wisdom

225
i. Admission Criteria: Designed for heterogeneous groups, at

admission level itself, through a combination of their basic

levels of education, skills and maturity, with a thrust on the

person for helping him acquire a full personality.

ii. Flexibility of Programs: Building flexibility into an individual

program, by credit transfer from one course to another, is

needed to accommodate the diversity of interests and

talents of particular students and, further, to provide a wide

range of competencies to meet the needs of the industry,

government and that of the society.

iii. Acknowledged Ffaculty: Intellectual honesty and

professional integrity is needed for the faculty to deal with

inter-disciplinary tourism study in amalgamating with the

embryonic discipline, for inculcating quality and excellence

towards global competitiveness.

iv. Students, Ffaculty and Aadministration: Administration is to

relate immediate or foreseeable occupational needs for

creating career corridors for the students with a dual-

ladder concept, by bringing practicing professional into the

campus, which futher has further a stimulating effect on

faculty development.

226
 v. Personality dDevelopment: Morals, Eethics and, vValues are

invariably taught by faculty members, along with the field

of practice. Further, these faculties from the same

academic institutions should always be always present to

monitor and improve, particular knowledge or skill for

instant use and remedy.

vi. Professional eEvaluation: The process of evaluation for

accreditation gives anthe institution the an opportunity to

have its offerings judged in a court of professional opinion

to spread the wisdom. Further, it gives assurance to the

public and the professionals that the education has been

obtained to the level of admissible standards and quality.

vii. Winning Ccareers: Placement is the index of winning

careers where total institutional commitment and

departmental -wise contribution are needed while imparting

the knowledge with concurrent practicing skills.

All this means the development of philosophy through

continuous lifelong learning (Go, 2003), which will ensure a

personal satisfaction in culturing academic heroes in pursuit of a

productive life and, in turn, to the service sector at large, through

traditional methods.

227
 CHAPTER-VI

SUMMARY AND CONCLUSIONS

The genesis of this study germinated from the questioning

by wWestern scholars of the complex proposition of the tourism

paradigm, regarding why people travel and what they need to enjoy

during travel and tourism, which remained as an unexplored

proposition and unexplained thought. Therefore, the important aim

of the present investigation is to identify and analyze the various

factors that can influence tourist choices towards a particular

destination, along with their intended behaviorsbehaviours in

response to various tourism events for the development of the

destinations. Tourism is found to be a sociological process and is

related to human beings, who are found to be behaviourally

unpredictable in behaviorbehaviour, during the process of making

travel choices and/or touring preferences, along with their

underlying motives and motivations. Thus, travel motivations and

their cognitive and emotive forces are synthesized by noted

wWestern researchers, including MaslowMallow, which is found to

have close correspondence with the eEastern philosophies. TIn view

of these empirical theories and concepts are synthesized in

accordance with those expounded in the Indian scriptures. TIn

these studies include the identification of factors in the complex

228
phenomenon in motivating the tourists that can influence their

personal dispositions are included.

Towards this objective, a detailed survey is carried out for

investigating domestic- and foreign- tourist arrivals in all the tourist

hubs which are well- distributed all over India, along with their

attributes and significance in attracting tourists. ParallelyParallel,

socio- economic and , cultural characteristics and resulting life

styles, along with various services and other related factors that can

impact development process, are also investigated at these

destinations. These studies resulted in finding that the state of

Andhra Pradesh (AP), with several of its unique, natural and cultural

attractions signifying itself as a mini India, stood as a top

domestic- tourism destination in the entire country. Hence, the

state of AP has beenis selected for detailed micro- level analysis for

identifying the causes behind travel motives and further validate the

observed trends at other states of India and to formulate a strategy

in the development process of the destination.

These studies can be broadly classified into:

1. Analysis of various components of Wwork, Lleisure and r,

Recreation, involving leisure studies and their synthesis for

evolving a uniform definition in view of a wide- variety of

opinions expressed by the western authors on the subject.

229
2. Foreign- and domestic- tourist data is organized at 119

archaeological sites, which are configured into 24

archaeological circles in India. Surveys are carried out to

collect the data systematically at all these sites. It is found

during these surveys that UNESCO world heritage identified

1717 world-heritage cultural- sites at these archaeological

circles, in addition to five natural sites of aesthetic beauty,

from which the data is also collected.

3. Micro- level analysis was carried out at district levels at the

selected typical destination, AP, for identifying major drives

and trends, and compared the same at the national level by

collecting the detailed data at all major attractions along

with their historical, cultural and natural significance.

4. Studies of wWestern authors, relating to human and

tourism constructs on motive, motivation mechanisms with

references to Eeastern philosophies, prompted a detailed

probe into the Indian scriptures for analyzing certain

paradoxical perceptions relating to self and its actualization.

5. The impact of sociological process on the tourism paradigm

is evaluated by analyzing socio-, economic and cultural

factors, and its individual contributions, by systematically

synthesizing demographic structures, family compositions

230
 along with their personality types and traits, and with

special emphasis on the changing roles of lifestyles.

6. These services related to tourism, primarily dealing with

education, knowledge, transport and technologyies, are

analyzed, which can act as key drivers for the promotion of

tourism, by synthesizing each of these factors with their

implications and ramifications in the gambit of development

process.

Summary of investigations

A detailed survey is carried out on various theories relating

to sociological process and tourism attractions to evolve a fairly

uniform definition by overcoming the existing ambiguities. In

addition, systematic surveys are taken up for delineating the

characteristics of various types and forms of tourism as proposed by

different authors, based on the travel purpose, tourism attractions

and tourist experiences for their normalization.

A survey is designed and carried out at a typical state, AP,

in all its districts, for analysing all natural and cultural sites by

identifying the driving forces behind the choice of a particular

destination. These studies include the analysis of the significance of

each of these locations, along with the distribution of foreign and

domestic tourists’ and their preferences.

231
 To validate the observed foreign and domestic tourist drives

and their trends in the selected state of AP, and over all other states

in India, a detailed survey is taken up at different sites, including

archaeological- and UNESCO- recognized world- heritage sites.

During these surveys, it is found that the ten archaeological circles

are attracting over 80 per cent of the foreign tourists, which

includes the 17 world- heritage- sites and hence the data pertaining

to these circles for the years 2007 to 2011 is analyzed. Further, the

data pertaining to five areas of exceptional natural beauty and

aesthetic importance and five more with more for heritage

monuments are also analyzed.

The analysis goes on to show that the archaeological

sites and significance of their attributes are the driving factors for

foreigners, while domestic tourists are mostly polarised towards

religious destinations despite their close proximity to the

archaeological sites, which is in conformity with the earlier observed

trends in the state of AP, signifying the role of nationality and place

attachment. Further, it is found that the natural sites of aesthetic

significance and/or unique heritage monuments tourists are found

to be attracting considerably low foreign and domestic tourists,

though they are acknowledged by UNESCO as unique sites and/or in

close vicinity with World Heritage Sites.

232
 Detailed surveys into Vedic literature, with particular

references to the Indian scriptures, Ramayana and Mahabharata,

including the Upanishads and the Puranas, have been carried out for

identifying the basic concepts underlying the words of self-

actualization and self- realization, along with various types of

events and their classifications, qualities of an event organizer for

effective and efficient task management. These studies revealed the

basic etymologies of travel and tourism terminologies and a variety

of hospitality services, including a check list for meeting various

exigencies while organizing any grand event. Further, the detailed

probing into the epic, Mahabharata, revealed how an event should

be efficiently organized and effectively managed right from its

invocation to the final farewell, by elaborating program agenda and

detailed practices on people management.

The influence of the cultural perceptions of people towards

the growing and emerging economies and the resulting marked

changes that took place on values, norms, religious beliefs and,

lifestyles, along with attitude towards other members of the society,

is investigated. The relations between historical perspectives,

demographic and literacy levels, and the different sectors of the

economy, with their supporting infrastructures, are investigated.

DThe data is also analyzed and interpreted vis-à-vis the declining

conjugal relationships in the trends of increasing incomes.

233
 These findings go on to show that a phenomenal rise in the

income levels is the main cause which can be attributed to the

changing lifestyle and dispersions in the family structures in

traditional Indian families, consequent to the opening up of the

economy. These studies further revealed that dwindling

relationships led to a search for new attractions and services that

resulted in providing for additional tourist drives and trends with

their increasing numbers.

Tourism is a human activity, and, the development of the

destination depending on tourism education for imparting the

knowledge centred around humanistic values, for brining a person to

the agreed standard of proficiency through a solid tourism curriculum

are analyzed. Further, the apt and appropriate technologies for the

dissemination of knowledge and hospitality services needed are

critically analyzed, along with transport and technology that can act

as key drivers in the development of tourist destinations.

The important results and conclusions of the present

investigations are summarized below:

1. Types and forms of tourism based on the purpose,

attractions and experiences by making recreation as a

distinct, different type of tourism needs further

consideration, since recreation is experienced in all types

and forms of tourism, except in those which are business-

234
 related. Accordingly, the author has proposed the

classification of tourism into two types, namely (i)

recreation tourism, and (ii) non-recreation or business

tourism and validated it through a comprehensive survey

and statistical analysis at a microcosm metro, where all

these features are available.

2. Archaeological surveys, at an all-India level, found that

there are 119 sites maintained under the Ministry of Culture

through well -configured 24 archaeological circles in India.

The analysis of the travellers’ data versus the tourists’ and

their polarization towards archeologicalarchaeological sites

in all other states of India revealed that ten out of the 24

circles are attracting over 80 per cent of the tourists and,

accordingly, these top ten circles are where 17 World

Heritage Sites, along with ten natural and cultural sites are

located, revealed the following major trends.

3. The analysis of the foreign and domestic tourist data

relating to their drives and preferences revealed that 90 per

cent of the domestic tourists are attracted towards religious

destinations, while foreign tourists are attracted towards

Buddhist circuits and archaeological sites. Further, though

there are certain limitations and inconsistencies while

collecting primary tourist data at the source, it is found

235
 from available data that both foreign and domestic tourists

are observed to be 20 per cent less as compared with

nearby archaeological and heritage sites. The above trends

clearly indicate that in respect of foreign tourists,

irrespective of their nationality, the attraction seem to be

more towards ancient archeologicalarchaeological sites,

whereas the domestic tourists are predominantly driven to

the religious destinations.

4. Maslow’s proposition on physiological and psychological

needs triggering the motivation, encapsulated by emotive

and cognitive forces driven by the mind for actualizing

situational experiences , has thrown several challenges,

which are resolved with adequate support from the Indian

traditional scriptures. During the study, it is found that

emotions in the human construct at the origin are driven is

by the knowledge of cognitive forces signalled by the mind.

5. The entire mechanism is a conceptually demonstrated

metaphorical simile of a dual- stimulation engine that it

takes from origin to destination. Further, to provide a vivid

understanding of these mechanisms, a schematic section

relating to the intrinsic and extrinsic motivations of human

life is demonstrated through a three-dimensional open book

concept, with different types and forms of tourism.

236
6. Detailed probing into the Vedic literatures and Upanishads

revealed that, these define travellers into four types of

journeyers such as, Sstranger, gGuest, Ttraveller and Formatted: Font: Italic
Formatted: Font: Italic
Ttourist. While dealing with hospitality as a tradition in the Formatted: Font: Italic
Formatted: Font: Italic
Indian ethos, it is found from these scriptures that there

are sixteen varieties of services to be extended to a visitor,

starting from the welcoming the visitor to the send off, by

treating the guest as GGod. Further, the implication of non-

compliance to serve the guest without any defects is also

exemplified.

7. The scripture, Bhagavad Gita, which is a part of the

Mahabharata, revealed the humanistic psychology on the

choice of preference of a particular diet, such as Ggentle Formatted: Font: Italic

(Ssattvic), Aaristocratic (Rrajasic) and sStale (Ttamasic). Formatted: Font: Italic

Formatted: Font: Italic
These investigations revealed the psychological

characteristics and behavioural patterns of persons and

their personalities, based on preferences of a particular

diet, that are enumerated in the Vedic literature. The

characteristics of each type chosen by an individual are

extensively analyzed, with examples, in the present

investigation.

8. The etymology of events, their classification and

organization, along with people management and task

237
 management, by clearly coding several of the organizing

practices with adequate provision for meeting risks,

uncertaintyies and conflicts, with ample examples in the

epic, Mahabharata, which is found to be in correspondence

with contemporary literature.

9. The dichotomy in identifying real self and ideal self towards

self actualization and further, equating self-actualization

with that of the self-realization, is resolved by clearly

demonstrating the mechanisms in the process of sensuous

and action organs; the studies revealed that unity of the

action-driven body and intellect- controlled mind through

sensuous organs establishes ideal self to be at the state of

self-realization with an act of balance by self-actualization.

The revelations of the analysis resulted in the design and

development of Maslow’s mirror, where a clear distinction is

drawn between self-actualization and self-realization while

guiding through the process of lifting the real self to the

ideal self.

10. TConsequent to he shifting inof the Indian economy, from

the traditional agriculture and industrial sectors toward the

service sector economy, necessitated a relook into Burton’s

‘tourism participation based on a service sector economy’.

The analysis of the GDP, GSDP and per- capita income

238
 revealed that the annual rate of increment of the GDP has

gone up by nearly 30 per cent over the short span of seven

years. This has resulted in the doubling of the per- capita

income, which can be easily attributed to the hospitality

sector as a major component which is accelerating in the

the service sector and in turn, the GDP.

11. The rapid increase in the of economy is found to have a

greater impact on the Indian traditional family systems,

lifestyles, personality types and traits, along with their

psychological dispositions, affecting individuals and giving

rise to new family structures. Carl Jung’s personality types

and Lewis Goldberg’s Big Five Factors of psychological

dispositions are extended by the author during the present

studies to demonstrate a new structured nomenclature for

the first time as a neutron family where personality type is

observed to be incongruence.

12. The advent of emerging economies are metaphorically

compared with the light passing through contemporary

social prism, giving rise to the colour spectrum,

corresponding to personality types, traits and family

structures. Further, Cohen’s four different overlapping view

points for tourist typology are extended to a four-tier

system of economic growth--; family systems; elders vs.

youngsters; the new generation and its behaviour.

239
13. The detailed analysis on women empowerment establishes

the decisive role of the women in their cash earnings and

household purchases, which are found to be accelerated in

correspondence with the level of media exposure and

literacy. These trends are observed in both rural and urban

areas, more or less equally.

14. Key drivers for destination development are found to be

hospitality, transport and, technology, along with value

education based on traditional methods of pedagogy, with a

provision to include humanities and social sciences for the

tourism sector to usher in tourism studies as an emerging

discipline of its own with the following focus has derived

from these investigations and its analysis.

a. The social dimension of hospitality, in the world over,

shifted from a traditional to commercial arena and is also

the same in India. Further, international hotel chains,

along with star hotels, are contributing a major share

towards the GDP, with an increase in the number of

foreign travellers, in addition to the changing lifestyles in

the domestic environment, with higher incomes,

increased wealth and culturally- diverse conditions, with

changing dietary practices, in a traditional state.

However, religious and cultural institutions are found to

240
 retain their own special ethnic menu in the form of

unique and regionally- distinctive foods that have been

nurtured over centuries. The changing lifestyles and

hospitality services, with changing food preferences with

the advent of globalization and rising income levels, are

found to have been influenced greatly by Mughal and

Persian cuisines, particularly at the microcosm of

cultures. These studies further go to show that ethnic

cuisine has withstood the impact of different dynasties

and foreign regimes, over centuries.

b. Analysis of the transport sector revealed that foreign

tourists are using the aviation facility, while domestic

tourists are considerably less and the later found to be

only one fifth of the foreign visitors. Further, it is found

that though India is having a well-configured aviation

network covering the entire country, the entire aviation

passengers are however concentrated only in over eight

metro airports, resulting in the suggestion of several

policy measures for better utilization of network and

tourism development. These include rationalization of

route- dispersal guidelines and code sharing, along with

tax structures and cabotage rights, to promote aviation

as a key transport.

241
c. The analysis relating to the usage of ICT technologies

revealed that, though the general iInternet users are

over 100 million, the actual people who are utilizing

these services for tourism destination are found to be

less than ten per cent. Mobile technologies are found to

be most suitable alternative in view of its 100 per cent

reach in both rural and urban areas, irrespective of

prevailing literacy rates, and, its promo expenditure

through radio broadcast is found to be cost negligible.

d. A detailed study into the traditional methods of

pedagogy for tourism education revealed twenty-six

ethical values that are denoted for a human personality,

along with fifteen attributes for an all-round personality,

to be inculcated with traditional methods of pedagogy.

Further, these studies have shown the way for

inculcating these values through concurrent, continuing

education through a new dual- ladder concept, for

meeting the needs of the global society.

e. In view of the airtight compartmentalization among

different disciplines such as history, anthropology,

sociology, economics, marketing and management, a

central core curriculum involving humanities and social

242
 sciences is designed and developed to supplement

wisdom as a remedial strategy.

15. The analysis of the five vital elements that acted as key

drivers of destination development and their findings can

assist the emerging commercial hospitality with noble

characteristics of good service, as indicated in the ancient

Indian literature for strategic thinking and management for

competitive advantage during liberalization of the Indian

economy.

Thus these studies contribute to the specifics for tourism

destination development, with the need to provide an equal

emphasis on clearly focusing industry- level services that work pro

actively as determinants. The framework of the investigations that

are designed during present studies, and, data collected and

conclusions borne out of the data, are of great practical relevance

for any analogous destination in India and elsewhere in the world,

for advancing the development of the destinations.

243
 KEYWORDS Formatted: Centered

 Ancient Indian scriptures have been the timeless and

unequalled heritage of the world. The Vedas and the
Upanishads are at the crest of the Indian scriptures.
 Ancient Indian Scriptures: The ancient Indian scriptures have
been the timeless and unequalled heritage of the world. The
Vedas and the Upanishads are at the crest of the Indian
scriptures.
 Ashvamedha is a most important royal ritual described in
detail in Bala Kaanda of Ramayana which is similar to
Rajasuya Yajna.
 Ayodhyakaanda is the second chapter of the Ramayana and
primarily details the duties of a king narrated though Lord
Rama when his brother Bharata meets him when Rama is in
exile in the forest.
 Ayurveda: Ayurveda is a system of traditional medicine native
to the Indian Subcontinent and practiced as the “science of
life”.
 Bhagavad Gita popularly known as Gita, which is part of the
epic Mahabharata, comprises of 18 chapters and 700 verses.
It by itself is a doctrine on the art of living for successful
accomplishment of goals by individuals, even during adverse
situations.
 Bhagavad Gita: The Bhagavad Gita is a part of the
Mahabharata, comprising 700 verses. The authorship of the
Gita is attributed to Vyasa, the compiler of the Mahabharata.
Scholars have opined that the date of composition of the
Bhagavad Gita is between the fifth century BC and second
century BC.

244
 Darshan is a Sanskrit term meaning ‘vision’ and is commonly
used for getting a glimpse of the divine in Hindu worship.
 Itihasa means events of the past.
 Kauravas are the descendants of Kuru family and sons of the
legendary king Dhritarashtra, who is the ancestor of many of
the characters of the Mahabharata.
 Lord Krishna: A character in Mahabharatha and is a role
model of leadership whose teachings to Arjuna on the battle
fields in the epic Mahabharata through the famous Bhagavad
Gita are well known as guiding treatise in everyday’s life.
 Mahabharata is an epic poem which elaborates on the code of
conduct in one’s life for ethical, social and spiritual relations
within it. It contains 110,000 couplets making it the longest
epic poem in world literature and is divided into 18 sections
called parvas.
 Mahabharata: The Mahabharata is an amazing tale full of
drama, scheming, jealousy, human foibles and failings is said
to be the longest poem in the world with 100,000 stanzas.
The epic has a story relating to pandavas which is an relevant
to the world today as it was then.
 Pandavas are the five acknowledged sons of king Pandu
,brother of King Dhrutarastra, by his two wives Kunti and
Madri, who fought and prevailed in a great war against their
cousins the Kauravas in the battle of Kurukshetra.
 Prana: This concept was first expounded in the Upanishads as
the element that sustains the body and is the mother of
thought and thus also the mind. It is the energy within the
body other than the five elements responsible for the working
of the body.
 Rajasuya is a Yajna performed by the ancient kings who
considered themselves powerful enough to be emperors. This
was performed by Yudhisthira.

245
 Ramayana is an epic poem written in Sanskrit language
containing the story of King Rama’s journey of life, a true
journey of Virtue to annihilate Vice. It consists of 24,000
verses called Slokas in Sanskrit language grouped into six
Kanda, each kanda comprising 537 individual chapters called
Sargas;
 Ramayana: The Ramayana is about Utopian ideals and lofty
principles which creates the perfect: the virtuous elder
brother, the obedient, ever-devoted younger brothers and the
self-sacrificing, ever-loving wife.
 Sabha Parva is the second chapter of the Mahabharata which
deals with eventual exile of the Pandavas along with the game
of dice where the event of Rajasuya yajna was described in
detail.
 Seva is a Sanskrit word that refers to the benevolent services
offered to the divine for the betterment of a community
and/or individual benefits.
 Sisupala was slain by Krishna during the great Rajasuya yajna
sacrifice by Yudhishthira, for his unprovoked and
contemptuous abuse of lord krishna, an incident described in
Sabha Parva of Mahabharata.
 Sloka is a category of verse line the epic poem. (ii) Kaandas
are individual chapters grouped into books. (iii) Sargas are
group of into individual chapters or cantos, where a specific
event or intent is described.
 Sundarakaanda is the fifth chapter of the Ramayana which
demonstrates duties of an event organizer for the successful
task management and people management. It narrates the
adventurous journey in search of Rama’s wife by his ardent
acceptor, Lord Hanuma
 Udyoga Parva is the fifth Parva (book) of the Mahabharata,
which means effort or work with abounding incidents

246
 appertaining to the peace mission of Lord Krishna for averting
the war.
 Upanishads: The Upanishads constitute the end part of the
Vedas [i.e.] Vedanta. They deal with philosophical and
spiritual aspects of the Vedas.
 Vedas: The Vedas are considered to be sacred and revealed
knowledge. Rigvedic hymns are considered to be at least
5,000 years old
 Virata Parva: Virata Parva is a fourth chapter of Mahabharata
about 13th year of exile by pandavas at the court of Virata
where different practices of recreation for the sense organs
are found.
 Yajna is the sacrifice performed in Hinduism to please the
gods or for fulfillment to attain desired objectives.
Yudhisthira is the eldest son of King Pandu and Queen Kunti
and the king of Indraprastha, and later of Hastinapura the
presently known Delhi.

 Airports Economic Regulatory Authority (AERA) is responsible

for encouraging these investments in regulating tariffs of
aeronautical services and further protecting economic and
viable airports that are being established.
 Cabotage is the right to operate a vessel or an aircraft is
registered within the domestic border in one country for
operating in another country.
 Code sharing is a multiple airlines selling space on the same
flights, where a seat can be purchased on one airline but is
actually operated by a cooperating airline under a different
flight number or code.
 Declared Goods, goods of special importance such as rice and
other food grains, coal, cotton, iron and steel and LPG where
states governments are empowered to levy tax.

247
 Foreign Direct Investment (FDI) refers to long term
participation by country A into country B. It usually involves
participation in management, joint-venture, transfer of
technology and expertise.
 Foreign Direct Investment (FDI) refers to the long-term
participation by country A into country B. It usually involves
participation in management, joint-ventures, transfer of
technology and expertise.
 Foreign Equity is the portion of a domestic securities market
that includes shares issued by foreign companies.
 Foreign Institutional Investor (FII) is an investor or
investment fund that is from or registered in a country
outside of the one in which it is currently investing.
 Foreign Institutional Investor (FII) is an investor or Formatted: Indent: Left: 0.25", Outline numbered + Level:
1 + Numbering Style: Bullet + Aligned at: 0" + Indent at:
0.25"
investment fund that is from or registered in a country
outside the one in which it is currently investing.
 Gross Domestic Product (GDP) is the total market value of all
final goods and services produced in a country in a given
year, equal to total consumer, investment and government
spending, plus the value of exports, minus the value of
imports.
 Hyperlink/Hypertext: A link that combines text and
information with a simple click and leads further to the next
level of texts or information.
 Internet connects millions of computer users together globally
through satellite communication and is a huge network of
networks by itself.
 Jehangir Ratanji Dadabhoy Tata was a pioneer aviator and
important businessman of India.
 OPEC nations comprises Algeria, Angola, Ecuador, Iran, Iraq,
Kuwait, Libya, Nigeria, Qatar, Saudi Arabia, the United Arab
Emirates, and Venezuela.

248
 Passenger Load Factor (PLF) is a measure of the amount of
utilization of the total available capacity of a transport vehicle.
It is useful for calculating the average occupancy on various
routes of airlines, railways and buses.
 Passenger travelled per kilometres is calculated by dividing
total distance travelled in kilometres in a given period, by the
number of passengers and used by transport companies for
calculating profit levels etc.
 Seven peaks: The Lord of Tirumala is synonymous with a
group of seven peaks, namely, Seshadri, Neeladri, Garudadri,
Anjanadri, Vrishabhadri, Narayanadri and Venkatadri which
have their own special characteristics and mythological
significance. According to religious belief, the Lord’s abode is
at Venkatadri, popularily known as Seshachalam.
 Uniform Resource Locator (URL): The website address of an
information source; one can type in the address bar of a
browser and go directly to the source.
 Value Added Tax (VAT) is the form of collecting sales tax
under which tax is collected in each stage on the value added
of the goods. However it differs from the sales tax in that,
where the tax is collected, at the point of purchase by the end
consumer.
 Web browser: It is an interface program where internet user
can view web pages that may contain text, images, videos,
and other multimedia and navigate between them via
hyperlinks.
 World Wide Web (WWW): It is a system of globally distributed
interlinked hypertext documents from which information can
be accessed quickly by intuitive searches.

249
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